Ivey Publishing
Trucar.in: Finding a Position in an Emerging Online Market
Product Number:
9B18A047
Publication Date:
07/13/2018
Revised Date:
07/13/2018
Length:
11 pages (8 pages of text)
Product Type:
Case (Field)
Source:
Ivey
TruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars and selecting car dealers with attractive discounts and instant availability. TruCar highly valued transparency for both consumers and dealers. Despite its innovative value proposition, TruCar was facing challenges to becoming a key competitor in the online car portal industry. TruCar’s founder was contemplating identifying key target segments and positioning his company against both established and emerging companies in the marketplace.
Learning Objective:
This case is designed to introduce undergraduate and tgraduate management students to the fundamental concepts of marketing in the online market. The case can be used in an introductory session for courses such as digital marketing and consumer behaviour. After completion of this case, students will be able to
  • discuss and analyze the competitive environment of the online car portal industry;
  • assess the role of online platforms in the complex decision-making process of consumers;
  • identify key target segments for TruCar; and
  • assess the strategies for carving a position for TruCar in the online market.
Issues:
Disciplines:
Entrepreneurship,  Marketing
Industries:
Retail Trade
Setting:
India, Small, 2017
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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