Mahindra N Mahindra,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)

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Mahindra N Mahindra,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)

  1. 1. STUDENT- PGDM INSTITUTE OF MANAGEMENT STUDIES, NOIDA <ul><li>Prepared by – </li></ul><ul><li>RAVISH ROSHAN (atulravish@gmail.com),9968009808 </li></ul>(mail ur comments, please)
  2. 2. Analysis of case study of Mahindra and Mahindra’s Scorpio Nothing else will do…..
  3. 3. Leadership strategy of M&M’s SCORPIO <ul><li>It catered to previously neglected niche </li></ul><ul><li>Strongest turbo engine with 2600cc </li></ul><ul><li>Computerized integrated system </li></ul><ul><li>Lower cost of production due to various work outsourced </li></ul><ul><li>Focused only on core competencies </li></ul><ul><li>Use of integrated design & manufacturing (IDAM) </li></ul><ul><li>“ It is easier to make what you can sell than to sell what you have made” </li></ul>
  4. 4. Winners n Qualifiers <ul><li>Car of the Year 2003 </li></ul><ul><li>BBC World’s Wheels </li></ul><ul><li>Business Standard Motoring </li></ul><ul><li>CNBC-Auto car </li></ul><ul><li>Most successful brand launch of 2003 </li></ul><ul><li>Business Standard Brand Derby </li></ul><ul><li>Launch of the year India </li></ul><ul><li>Leadership Summit </li></ul><ul><li>Indian Express Excellence in Marketing and Brand Building </li></ul><ul><li>EFFIES Silver for Advertising Effectiveness </li></ul><ul><li>EMVIES Gold for Media Innovation-Radio Scorpio Cavalcade </li></ul><ul><li>EMVIES Gold for Media Innovation-Print </li></ul><ul><li>Scorpio Overdrive NFO Automotive Study </li></ul><ul><li>2003Highest Ratings in Total Customer Satisfaction </li></ul>
  5. 5. Work decentralization <ul><li>Completely automated press shop set up with help from Fukui of Japan </li></ul><ul><li>Dies imported from Fuji </li></ul><ul><li>Automated line for producing jigs and fixtures with Woo shin of Korea </li></ul><ul><li>A state of the art Trim Chassis in collaboration with Fori automation USA </li></ul><ul><li>Paint shop in collaboration with Durr, Germany </li></ul>
  6. 6. Corporate performance <ul><li>Share price increased from Rs.100 to 400 with the launch of Scorpio(within 3yrs.) </li></ul><ul><li>Revenue increased from Rs18.27 B in the financial year 2002 to Rs25.11 B in 2003 </li></ul><ul><li>Made a spectacular growth of 37% in automobile sector </li></ul><ul><li>Overall UV market share is nearly 50% </li></ul><ul><li>M&M posted a 30% increase with the launch of Scorpio </li></ul>
  7. 7. Cost n Quality <ul><li>Serving category C (luxury car) with price range of Rs 5-8 lacks </li></ul><ul><li>Evolved a new approach of “Car Plus” </li></ul><ul><li>QFD was developed after thorough market research </li></ul>
  8. 8. Performance appraisal grade FEATURES M&M Scorpio TATA Safari TOYOTA Qualis TATA Sumo M&M’s Bolero Look & styling **** *** * ** *** Engine & performance **** *** *** **** ** Gearbox *** *** ***** ** ** Space & Comfort *** **** **** ** * Ride & handling *** **** **** ** ** Refinement **** *** **** ** *** Fuel economy ** ** **** *** *** Value for money **** *** *** *** ****
  9. 9. Market share in UVS (January – October 2004 ) Company Sales (units ) Markets Share (%) Mahindra & Mahindra Ltd 88,071 49.27 Hindustan motor Ltd 318 0.18 Maruti Udyog Ltd 3690 2.06 Bajaj Tempo Ltd 8046 4.5 Telco 42795 23.94 Toyota 30347 16.98 GM-Tavera 5490 3.07
  10. 10. S.W.OT Analysis of M&M’s Scorpio Strengths Weaknesses Opportunities Threats
  11. 11. <ul><li>Strengths </li></ul><ul><li>Reliance on strength,expertise & skill base </li></ul><ul><li>Leading strategic development of “car plus” approach </li></ul><ul><li>Outsourced technology upgradation </li></ul><ul><li>Working together with support of suppliers </li></ul><ul><li>Offerings are of high quality, reliable,durable,ruggedness and of operational excellence </li></ul><ul><li>Weaknesses </li></ul><ul><li>Confusion about selection of “niche” </li></ul><ul><li>Low status/par excellence in SUV market </li></ul><ul><li>Low levels of investment till started manufacturing plant at Nasik </li></ul><ul><li>Took time in market scanning </li></ul><ul><li>Opportunities </li></ul><ul><li>Potential to take the lead </li></ul><ul><li>Exploration of previously ignored niche </li></ul><ul><li>Constant QFD updating by various </li></ul><ul><li>autonomous and heterogeneous groups </li></ul><ul><li>Threats </li></ul><ul><li>International market competitors like pajero, hummer, land cruiser & prado </li></ul><ul><li>Organizational turbulences </li></ul><ul><li>No crash testing done, which is mandatory in international market </li></ul><ul><li>Indian market competitors like Toyota’s Qualis and Tata’s Sumo gives a stiff competition to Scorpio apart from Bolero which is mahindra’s own product </li></ul>
  12. 12. Recommendations <ul><li>Crash testing should be done on regular basis to capture the foreign market as well. </li></ul><ul><li>To set one more manufacturing unit to meet the growing demand apart from Nasik. </li></ul><ul><li>Should try to produce the technologies itself rather than outsourcing them </li></ul>
  13. 13. At the very end it would be right to say that M&M’s SCORPIO proved to be : “ Juice worth the squeeze” Thank you….

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