Study the recently launched Mahindra SUV-XUV 500.The company calls it a global SUV. Suggest how to take it in a foreign market???What are the strategies it will adopt for entering in foreign market??????
Introduction: The Mahindra XUV5oo is a compact SUV manufactured by Mahindra & Mahindra Limited. It was launched in 2011. This compact SUV was designed and developed at Mahindras design and vehicle build center in Chennai The car is currently available in three variants viz. Mahindra XUV5oo W6 4x2, Mahindra XUV5oo W8 4x2 and Mahindra XUV5oo W8 4x4. The cars have been placed in the price bracket of Rs. 10.80 Lacs to Rs. 12.88 Lacs.($22,600-$26,950)
Features: Body style 4-door SUV Engine- mHawk140, Direct injection diesel engine5th generation Variable Geometry Turbocharger (VGT) Transmission 6 Speed Manual Wheelbase-2,700 mm (106 in) Length- 4,585 mm (181 in) Width -1,890 mm (74 in) Height- 1,785 mm (70 in) Curb weight- 2,450 kg (5,400 lb)
Extra features: Good pickup Sporty design Good for long drive Outlander outlook Soild car animal in action, namely the cheetah, contribute to the elegant styling and visual impact – an intimidating jaw-like honeycomb grill, unique paw styled vertical door handles and muscular wheel arches all add to what seems to be the vehicle’s innate desire to pounce!
Opportunities for Launch: SUVs are often driven off-road in places such as farmland and countryside and in countries such as the: Australian Outback Africa Middle East Alaska Northern Canada western United States Iceland South America Western Europe
Australia Geography Australia boasts of diverse geographical features. On one hand the snow covered peaks of Tasmania. On the other you will also come across large deserts and tropical forests that underlie the variety the continent has to offer.
Why Australia? Strong demand from private buyers, especially in the compact SUV market, has resulted in new vehicle sales in Australia. Compact SUVs, which now command a bigger share of the Australian market than large cars, experienced the biggest growth. There are a number of current, previous and future small scale producers of cars in Australia. Australia is a major agricultural producer and exporter. Australian farmers and graziers own 135,996 farms, covering 61% of Australia’s landmass.
Joint Ventures Advantages for M&M Allows for sharing of risk (both financial and political) Provides opportunity to learn new environment Provides opportunity to achieve synergy by combining strengths of partners May be the only way to enter market given barriers to entry
STPSegmentation:1.On the basis of income level2.On the basis of social class3.On the basis of occupationTargeting:1.Farmers2.Tourists cab3.Military4.Small traders
Positioning: Mahindra says the XUV5oo’s design was inspired by a pouncing cheetah, with an intimidating jaw-like grille and powerful curved ‘hips’ at the rear wheel arches. six-inch touch screen with GPS DVD and iPod functionality dual-zone climate control bending projector headlamps with LED running lights automatic headlights and wipers reverse parking sensors leather upholstery flat-folding second- and third-row seats.
We include … Safety features:• Electronic stability control(ESC)• Rear backup alert system Emerging safety technologies: Lane departure warning system
Product Mahindra XUV 500 - An all-new avatar by Mahindra and it takes global design signaling across the globe presence expectation. Mahindra XUV 500 features a unique exterior styling, an array of technologies . The aerodynamic monocoque design based. The XUV 500 body is a single piece body in which the body and chassis are one piece. The monocoque design of the XUV 500 is also known as single shell design. It also has the first-ever transversely placed engine that has increased the passenger space .
PLACE FEW SHOWROOMS ARE INSUGGESTED FOLLOWING PLACES Paddington market sydney –biggest and most happening market in sydney also an tourist attraction ,one of business hubs in australia. Queen victoria market melbourne Melbourne motor market Adelaid Kinberley region –for ease of train with farmers ,diamond merchants, cattle breeders
PROMOTION NATIONAL TELEVISION OF TELEVISION ADS ON AUS MOVIE THEATRES AND MULTIPLEXES BANNERS & HOARDINGS ACROSS MAJOR STREETS AND MARKETS OF AUS NEWSPAPERS AND PERIODICALS BOOKING DISCOUNTS FREE SERVICES ROAD ASSISTANCE 24X7 ACROSS THE COUNTRY TIE UP WITH LOCAL AND NATIONAL BANKS FOR EASY LOANING OF CUSTOMERS TEST DRIVES BOOTHS IN BUSIEST MARKETS
Competitors in Australia Commodore Honda ODYSEY Ford territory Audi all road quattro Maruti suzuki