How Volvo changed their market strategy and became successful in India
The Indian market used to dominated by two key player of their home which is Tata Motors and Ashok Leyland .The two companies made simple coaches on a design that had hardly changed for decades.Even though the two companies coaches engines were a meagre 110-120 horse power and roared heartily as they hauled their loads up the steep mountains of India , the air conditioning was a matter of open windows.Also bags were typically slang on the top of the bus , where they were easily soiled and at high risk of theft.But it was cheap. So Volvo research the market and found the gap to fulfil.In 1997 , the company introduced the strategy of expensive coaches , air conditioning and also safety where there will be no slang on the top of the bus.Also Volvo's buses prices were Rs 4m nearly four time as much as local products,But the Akash Passey , Volvo's first Indian employee told straight away they should not even try, It is not gonna work.At first it...