Strategizing under economic uncertainties: lessons from the COVID-19 pandemic for the Indian auto sector

Abstract

"Formulating business strategies in times of economic uncertainty can be a challenging exercise because of rapid changes in market assumptions, projections, and conditions. Studies have shown that the repertory of strategic choices that businesses explore, to handle uncertain economic environments, is not highly varied. This article reviews the strategic responses that leading Indian auto manufacturers have adopted in order to handle the dip in demand post COVID-19. Given that the Indian automobile industry has been facing headwinds since 2018, the COVID-19 pandemic could not have hit the sector at a more inopportune time. This article aims to review how firms in the sector ride through an economic slump and also sheds light on strategic decision-making patterns . The article exclusively focuses on leading automobile firms and does not analyze actions taken by comparatively smaller players to stay afloat. Hence, this article does not delve into the actions that suppliers and dealers are exploring. Most importantly, this article contains a comprehensive analysis of the financial performance of a few auto majors. This article seeks to piece together a picture of firm-level strategies on the basis of publicly accessible financial statements and news reports."