Due to increased competition, Ginger Automobiles, the Indian subsidiary of Pepper Automobile
Company (PAC) reported lower sales and profits. PAC expects its new model Limo, developed
especially for value conscious customers of India and China, would revive its fortunes. In order
to prevent customers from buying competing products, PAC announced the launch of Limo
six months before schedule. Due to unrest in its Indian supplier’s plant, deliveries of essential
components for its main plant was hampered, and hence it decided to launch Limo in China
only as per the original plan.
Within a short span of time, Limo captured 30% market share in China, which was 200% higher
than expected. Indian customers who had looked forward to purchasing Limo were becoming
increasingly unhappy due to the non-availability of Limo in India. Ginger’s dealers were worried
about loss of business from the customers who might switch to other cars.