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1.Major south Korean

conglomerate.

2.Founded in 1967.

3.Second largest

conglomerate in korea.

4.It was also in the field of

readymade garments,

construction etc.

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1)1) The Biggest Challenge MUL.The Biggest Challenge MUL.

2)2) First vehicle CIELO was launchedFirst vehicle CIELO was launched

in 1995.in 1995.

3)3) Initial bookingInitial booking--1,14,000 cars.1,14,000 cars.

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DAEWOO

CIELO

CIELO GLXCIELO GLE

M

OD

E

L

S

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1)1) Improper marketImproper marketresearch.research.

2)2) Imported spareImported spare

parts and engines.parts and engines.

3)3) Manufacturing inManufacturing in

existing plantexisting plant

(Toyota).(Toyota).

4)4) ImproperImproper

Positioning.Positioning.

5) Ineffective marketing5) Ineffective marketing

strategies:strategies:--

DiwaliDiwali BonanzaBonanza

Offer.Offer.

Test drive scheme.Test drive scheme.

Price cut.Price cut.

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HEFTY PRICE CUT.HEFTY PRICE CUT.

INC I TENT RANDINC I TENT RANDP ITI NING.P ITI NING.

INCREA E ININCREA E INADVERTI ING UDGET.ADVERTI ING UDGET.

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1)1)M TIZ wasM TIZ was

launched in 1998.launched in 1998.

2)2) Increased in salesIncreased in sales

by 52.2by 52.2%.%.

3)3) eglectioneglection ofof

CIELO.CIELO.

4) Launching of EXI .4) Launching of EXI .

5) M TIZ performance in5) M TIZ performance in

I I .I I .

6) Postponed of launching6) Postponed of launching

of L OS, UBIR andof L OS, UBIR and

M US.M US.

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