Mahindra & Mahindra, Scorpio


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Mahindra & Mahindra, Scorpio

  1. 1. INDIAN SUV ‘SCORPIO’ TAKES ONGLOBAL PLAYERS IN US MARKET International Marketing & Export Management Presented by: Arpita Shahi 112740 Jush Shrestha 112817 Nitesh Jung Joshi 112736 Swechha Dhakal 112755
  2. 2. COMPANY BACKGROUND  Mahindra & Mahindra is one of the largest automobile manufacturer’s by production in India.  It’s birth began when K.C. Mahindra visited the United States of America as Chairman of the India supply mission.  Initially setup to manufacture general purpose utility vehicles, it was first known for assembly of the iconic jeep in India.  The company later branched out in manufacture of light commercial vehicles(LCVs) and agricultural tractors; rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market
  3. 3. CONTD. TYPE : Public FOUNDED : 1945 HEADQUARTERS : Mumbai, India Promoters : Mr.Keshub Mahindra(chairman), Mr.Anand G Mahindra(vice chairman and managing director) INDUSRTY : Automotive REVENUE : US $ 7 billion (2011) EMPLOYEES : 15,147(2011)
  4. 4. MAJOR PLAYERS IN INDIAN MARKET Maruti Suzuki India Limited Hyundai Motors India Limited Tata Motors Mahindra & Mahindra Limited Hero Honda Motors Limited Bajaj Auto Hindustan Motors Honda SIEL Cars India Limited General Motors India Private Limited Toyota Kirloskar Motor Private Limited
  5. 5. CASE QUESTIONS: AREAS OF RESEARCH Primary Secondary  Vehicle performance in  Communication plan USA market  Competitive analysis  Distribution channel in USA  Pricing strategy
  6. 6. SCOPE OF MARKETING SUV IN USA Focus on Mid size SUV (Fuel efficiency) To ensure Global Market participation US economy is the biggest economy in the world. Therefore, once the product goes well in US market, then it will definitely create a unique brand image all over the world Due to the huge Indian Population in US, they can help spread good message in US market
  7. 7. SUGGESTIONS FOR PRIMARY RESEARCH  Direct Observation  Market Survey  Focused Group
  8. 8. SUGGESTIONS FOR SECONDARY RESEARCH  Commercial Market research organizations  The Government  Competitors Reports and Catalogues  Trade Publications  Auto Shows  General Media
  9. 9. TOOLS OF RESEARCH FOR POSSIBLEPRICING  Market Survey - Personal Interview - Mail out - Telephone - Questionnaires  Focus Group
  10. 10. PROBLEMS THAT MAY ARISE IN QUESTIONNAIREDEVELOPMENT AND DATA COLLECTION  Informed Consent:  Few of the selected participants might be in hurry and may not be honest  The selected sample audience might not be appropriate and their input might be irrelevant  Increase likelihood of socially desirable responses in Personal Interview  Relatively time consuming and expensive  No database contains the full list of population  Need to keep questions short in Telephone interviews
  11. 11. WAYS TO ADDRESS THE PROBLEMS INQUESTIONNAIRE DEVELOPMENT AND DATACOLLECTION Choosing short, right, relevant and specific questions in the questionnaire By avoiding rush hours and busy places while doing survey Choosing the right/appropriate sample  the regular customers/visitors in SUV showrooms and AUTO expos Emphasizing on close ended questions Focusing on online survey
  12. 12. WHY DELAY IN LAUNCH OF MAHINDRASSUV IN US MARKET? Unfavorable pricing New and unfamiliar brand in US SUV market in US is already overcrowded by major players Georgia based dealer of Mahindra filed a case in US for dealership conflict among US automobile dealers. Lack of efficient promotion in US Regulatory approval issue
  13. 13. RECOMMENDATIONS  Creating awareness about the “Scorpio” in U.S.  Find exactly what type of SUV American wants  Competitive Pricing  Modification of the overall design