ABS Tyre Company was lagging behind in the replacement market with minimal brand recall in the market place. It also wanted to protect its domination in the Original Equipment (OE) market since it feared that a low brand recall in the replacement market would backfire in their OE market someday. The company wanted to develop a strategy to expand its replacement market share. Being concerned about its future prospects, the Managing Director of ABS tyres sought the advice of an external consultant, a professor from a business school, to help them structure their process of creating a growth strategy and to formulate a well-considered strategy for growth.
- Publisher:Indian Institute of Management, Ahmedabad
- Publication year:2015
- Online pub date:
- Discipline: Brand Management & Strategy, Marketing Research
- Contains:Teaching Notes
- Length:868 words
Region:Southern AsiaCountry:IndiaOrganization:fictional/disguisedOrganization Size:Originally Published In:2015). ABS tyres. MAR0435. Ahmedabad: Indian Institute of Management, Ahmedabad(Type:Online ISBN:9781473988972Copyright: Certain material used with permission of Indian Institute of Management, Ahmedabad. © 2015. All rights reserved.