Ivey Publishing
Moonka Auto: Growth Strategies Of A Honda Dealership
Product Number:
9B16M154
Publication Date:
09/20/2016
Revised Date:
09/20/2016
Length:
14 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
In February 2016, the owner of Moonka Automobile was struggling with the strategic decision he needed to make to increase revenue and improve profitability. Moonka Automobile had been in business as a full-service, two-wheeler dealership for eight years in India, had a strong customer base, a good reputation, and a positive relationship with the manufacturer, Honda. But, competition was increasing and business growth was slowing. The owner identified various alternatives for growth, but given the changes taking place in the two-wheeler market, the owner’s limited resources, and his excellent relationship with Honda, he needed to make some difficult decisions.
Learning Objective:
The case is suitable for MBA and other graduate-level management programs in courses such as strategic management, entrepreneurship, and management of small businesses. After completion of the course, students will be able to
  • use decision-making criteria to evaluate alternative approaches to meeting business objectives;
  • use a SWOT analysis and Ansoff’s product–market matrix to assess market opportunities and an organization’s resources; and
  • choose an expansion strategy for the small business.
    Issues:
    Disciplines:
    Entrepreneurship,  International,  General Management/Strategy
    Industries:
    Retail Trade
    Setting:
    India, Small, 2016
    Intended Audience:
    Undergraduate/MBA
    Price:
    $4.25 CAD / $4.25 USD Printed Copy
    $3.75 CAD / $3.75 USD Permissions
    $3.75 CAD / $3.75 USD Digital Download
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