1. Mahindra & Mahindra launched Project Scorpio in 2002 to enter the niche market between passenger vehicles and SUVs.
2. Scorpio was developed with features of both an SUV and passenger vehicle to attract both types of customers.
3. Extensive market research and testing was conducted over two years before launch to ensure quality and customer preferences were met.
The document discusses the Indian automobile industry and Mahindra & Mahindra's Scorpio SUV. It notes that India is a top manufacturer of vehicles globally. To compete with international manufacturers entering India, M&M launched the Scorpio SUV in 2002 using a unique integrated design and manufacturing approach with supplier involvement. This low-cost approach helped make the Scorpio affordable yet technologically advanced. It was a major success, exceeding sales targets and improving M&M's brand image. The Scorpio helped M&M gain a large share of the premium SUV market in India.
Mahindra launched Project Scorpio in the 1990s to enter the SUV market and compete with global players. Some key aspects of Project Scorpio included developing a new product to create a new market segment, having a customer-focused design process, using a young and lean team, and focusing on low project costs and intensive testing. The Scorpio was successfully launched and became a best-selling SUV for Mahindra, capturing a significant market share. This case study demonstrates how Mahindra was able to develop and launch an innovative new product to expand into new market segments and strengthen its position against competitors through Project Scorpio.
The document discusses the development and launch of Mahindra's Scorpio SUV. It describes the objectives of creating a new vehicle segment and optimizing project costs. Details provided include the cross-functional team involved, extensive testing conducted, and a unique product development process called IDAM. The marketing and branding strategy positioned the Scorpio as a powerful yet affordable vehicle. It was successfully launched in phases across India and achieved its sales targets. The Scorpio received various awards and became the largest selling SUV in India.
The document discusses how Mahindra should position the Scorpio SUV in the Indian market. It analyzes competitors and market segments. It describes the development of the Scorpio, including a $120 million investment and 6 years to create an indigenous vehicle. Market research showed consumers wanted image and minor details over functionality. Mahindra used a unique manufacturing strategy of outsourcing design and engineering to lower costs. The Scorpio was positioned as a "Car Plus" to appeal to those wanting an SUV's power in a car. Dealerships and marketing differentiated the Scorpio from other Mahindra vehicles. The document recommends positioning the Scorpio as multi-utility for families and urban buyers through branding, targeting
Project Scorpio was Mahindra & Mahindra's (M&M) attempt to reinvent itself in the Indian automobile market and counter competition from other manufacturers. M&M realized the potential of utility vehicles (UVs) in urban markets and developed Scorpio, which started production in 1997. Scorpio launched in 2002 and proved to be an immediate success, appealing to both passenger car buyers and SUV fans. It helped M&M increase its market share. M&M's supplier strategy for Scorpio involved complete supplier involvement from the beginning and outsourcing multiple components, lowering costs. Cross-functional teams were formed for their different perspectives and to speed up the project.
Mahindra Scorpio - A case study in brand managementIshan Pratik
This case study analysis arising out of class discussion at IMT Ghaziabad evaluates the brand repositioning strategy used by M&M to bolster its successes.
The document discusses Mahindra & Mahindra, a major Indian automobile company, and its launch of the new Scorpio vehicle. It aimed to create a new market segment and differentiate its offering by providing excellent value to customers. Facing competition from international brands, it saw potential in the growing urban market and consumer demand for luxury SUVs. The Scorpio was developed using an integrated design process to address Mahindra's lack of modern, urban-focused vehicles and capture this emerging opportunity.
1. Mahindra & Mahindra launched the Scorpio SUV in 2002 to create a new market segment and differentiate its offering for customers.
2. The Scorpio was successful in boosting Mahindra's revenue and profits. It helped improve the company's image and perception among buyers.
3. Mahindra is now working on positioning a new affordable SUV below the Scorpio to target younger buyers. The Scorpio continues to be sold globally.
The document discusses the Indian automobile industry and Mahindra & Mahindra's Scorpio SUV. It notes that India is a top manufacturer of vehicles globally. To compete with international manufacturers entering India, M&M launched the Scorpio SUV in 2002 using a unique integrated design and manufacturing approach with supplier involvement. This low-cost approach helped make the Scorpio affordable yet technologically advanced. It was a major success, exceeding sales targets and improving M&M's brand image. The Scorpio helped M&M gain a large share of the premium SUV market in India.
Mahindra launched Project Scorpio in the 1990s to enter the SUV market and compete with global players. Some key aspects of Project Scorpio included developing a new product to create a new market segment, having a customer-focused design process, using a young and lean team, and focusing on low project costs and intensive testing. The Scorpio was successfully launched and became a best-selling SUV for Mahindra, capturing a significant market share. This case study demonstrates how Mahindra was able to develop and launch an innovative new product to expand into new market segments and strengthen its position against competitors through Project Scorpio.
The document discusses the development and launch of Mahindra's Scorpio SUV. It describes the objectives of creating a new vehicle segment and optimizing project costs. Details provided include the cross-functional team involved, extensive testing conducted, and a unique product development process called IDAM. The marketing and branding strategy positioned the Scorpio as a powerful yet affordable vehicle. It was successfully launched in phases across India and achieved its sales targets. The Scorpio received various awards and became the largest selling SUV in India.
The document discusses how Mahindra should position the Scorpio SUV in the Indian market. It analyzes competitors and market segments. It describes the development of the Scorpio, including a $120 million investment and 6 years to create an indigenous vehicle. Market research showed consumers wanted image and minor details over functionality. Mahindra used a unique manufacturing strategy of outsourcing design and engineering to lower costs. The Scorpio was positioned as a "Car Plus" to appeal to those wanting an SUV's power in a car. Dealerships and marketing differentiated the Scorpio from other Mahindra vehicles. The document recommends positioning the Scorpio as multi-utility for families and urban buyers through branding, targeting
Project Scorpio was Mahindra & Mahindra's (M&M) attempt to reinvent itself in the Indian automobile market and counter competition from other manufacturers. M&M realized the potential of utility vehicles (UVs) in urban markets and developed Scorpio, which started production in 1997. Scorpio launched in 2002 and proved to be an immediate success, appealing to both passenger car buyers and SUV fans. It helped M&M increase its market share. M&M's supplier strategy for Scorpio involved complete supplier involvement from the beginning and outsourcing multiple components, lowering costs. Cross-functional teams were formed for their different perspectives and to speed up the project.
Mahindra Scorpio - A case study in brand managementIshan Pratik
This case study analysis arising out of class discussion at IMT Ghaziabad evaluates the brand repositioning strategy used by M&M to bolster its successes.
The document discusses Mahindra & Mahindra, a major Indian automobile company, and its launch of the new Scorpio vehicle. It aimed to create a new market segment and differentiate its offering by providing excellent value to customers. Facing competition from international brands, it saw potential in the growing urban market and consumer demand for luxury SUVs. The Scorpio was developed using an integrated design process to address Mahindra's lack of modern, urban-focused vehicles and capture this emerging opportunity.
1. Mahindra & Mahindra launched the Scorpio SUV in 2002 to create a new market segment and differentiate its offering for customers.
2. The Scorpio was successful in boosting Mahindra's revenue and profits. It helped improve the company's image and perception among buyers.
3. Mahindra is now working on positioning a new affordable SUV below the Scorpio to target younger buyers. The Scorpio continues to be sold globally.
The document discusses the launch of the Mahindra Scorpio vehicle in India. It provides background on Mahindra & Mahindra and the context for why they launched the Scorpio, as they were losing market share. It describes the objectives and process for developing the Scorpio, called IDAM, which utilized a cross-functional team and global partnerships. Marketing strategies included positioning it as a premium SUV at an affordable price point. The Scorpio was a success, helping Mahindra increase market share and improving their brand image.
The Mahindra Scorpio is a SUV manufactured by Mahindra & Mahindra Limited since 2002. It was the first SUV from the company built for the global market. The Scorpio comes in several models with different features and price ranges from 7-13 lakhs. It has found success in both domestic and international markets like India, Europe, USA, Brazil, and others. The Scorpio's power and performance, along with Mahindra's marketing strategies, have made it popular and a sales leader in the SUV segment.
Mahindra case study scorpio By Harvard business school.Aswin Roy
This document analyzes Mahindra and Mahindra's creation of the Scorpio vehicle. It discusses Mahindra's core competencies in building strong, rough vehicles. It outlines the strategies used to develop the Scorpio, such as extensive customer research, collaboration with suppliers, and positioning the Scorpio as a car rather than utility vehicle. A SWOT analysis and Porter's Five Forces model analysis are also presented. Challenges for Mahindra include new competing SUV models and the need to expand its dealer network and vehicle offerings.
Mahindra & Mahindra, an Indian automaker, is launching its SUV 'Scorpio' in the US market to compete with global players. The company has a long history manufacturing vehicles in India and now generates $7 billion in annual revenue. It plans to target the mid-size SUV segment in the US, which it sees as an important market for establishing its global brand recognition. However, breaking into the crowded US SUV market poses challenges around pricing competitively, promoting an unfamiliar Indian brand, and obtaining necessary regulatory approvals. Primary and secondary research will be important to inform Mahindra's strategy for successfully launching the Scorpio in the US.
Mahindra & Mahindra launched the Scorpio SUV in 2002 to create a new market segment and retain market domination. The Scorpio was conceptualized and designed in-house to provide an excellent value proposition to customers. It was priced competitively starting at Rs. 5-7 lacs. The Scorpio was promoted through advertising, PR, and events. It positioned itself as providing the luxury of a car with the thrill of an SUV. The Scorpio was a success and helped improve M&M's financial performance and market share. It has since been expanded with new variants and launched internationally.
Scorpio (Brand Identity) – IIM-A Case Study Solution Harinder Pelia
1) The Scorpio from Mahindra was originally positioned as a "car-plus" that offered more space, power and comfort than regular cars.
2) Key brand elements for Scorpio included the name, logo and tagline "Nothing Else Will Do" which conveyed thrill and adventure. Early TV ads featured international settings and characters.
3) Over time, Scorpio began losing its adventurous image as more SUVs entered the market. Mahindra revitalized the brand by focusing on its off-road capabilities in new ads and adding a more powerful engine.
4) Looking ahead, Mahindra will need to update Scorpio's design and target institutional
Mahindra & Mahindra is an Indian automaker and the largest tractor manufacturer in the world. The document discusses Mahindra's marketing strategies for the Scorpio SUV, including launching an improved model to increase sales after a reduction the prior year. The objectives are to create and dominate new market segments by offering value, optimizing costs, gaining urban and rural customers, and competing globally. The study aims to understand customer perceptions of Scorpio features, costs, and satisfaction with safety and comfort, and provide suggestions to improve marketing strategies and sales/profits. In conclusions, Scorpio has good market share in the UK SUV segment and customers are satisfied with design and services.
Mahindra & Mahindra faced increasing competition in the Indian jeep market but sought to expand globally through export policies and trade fair participation. It began manufacturing diesel engines with a French company and aimed to export 2500 jeeps annually to Australia. While opportunities existed through globalization and liberalization, threats included lower prices from competitors and changing customer tastes towards newer designs. Mahindra learned to develop new products and diversify while adapting its strategy in response to challenges and opportunities.
The document summarizes the success of Mahindra's Scorpio vehicle in India. It provides background on Mahindra starting as a steel company and becoming a leader in the SUV segment. Scorpio was launched in 2002 and has been one of Mahindra's most successful cars with over 4.5 lakh units on Indian roads. It discusses the problems Mahindra faced like decreasing market share. A SWOT analysis is presented for Mahindra and its marketing mix including products, pricing, promotion, and placement strategies are outlined. Reasons for Scorpio's success include its robust design, latest technology, and affordable pricing. The document concludes that Scorpio has given Mahindra a unique position in
Market segmentation & Positioning - effect on company performance Rakesh Halder
1) The document discusses market segmentation and positioning strategies used by Ashok Leyland to increase market share and performance.
2) It details how Ashok Leyland segmented the commercial vehicle market and positioned its new 37-ton rigid truck to target bulk haulers.
3) The strategies led to increased sales and a 45% market share in the 10x2 truck segment, contributing significantly to Ashok Leyland's revenues.
Renault launched its compact SUV, the Duster, in India after conducting extensive market research. It identified a gap in the mid-size SUV segment and conducted an ethnographic study living with potential customers to understand their needs and preferences. Key insights included a preference for body-colored bumpers, chrome accents, and rear comfort features. Renault modified the Duster accordingly while adhering to strategies of fast, frugal, and fantastic adaptations. The Duster was a sales success for Renault in India due to this deep understanding of customer wants.
Force Motors is an automobile company in India that manufactures commercial vehicles and tractors. It has two manufacturing plants and recently opened a new one in Chennai. The company has a small market share but is expanding production capacity and product lines. It focuses on research and development to remain competitive in the automotive industry.
Maruti Suzuki Zen Estilo & WagonR PresentationBishal Gupta
Maruti Suzuki produced the Zen Estilo and Wagon R to provide similar yet differentiated options for customers. While both were compact hatchbacks with similar specifications, the Estilo targeted young couples and was positioned as stylish, while the Wagon R focused on families and spaciousness. This dual approach helped increase both models' sales by cannibalizing each other somewhat. Maruti leveraged its large dealership network and promotional activities to market the cars through various media and events.
Force Motors is an integrated automobile company in India that focuses on design, development, and manufacturing of automotive components, aggregates, and vehicles. It offers products like tractors, three-wheelers, light commercial vehicles, multi-utility vehicles, and heavy commercial vehicles. Over the past decades, it has partnered with global automotive companies and established manufacturing facilities in Maharashtra and Madhya Pradesh. Force Motors aims to expand its product range and market share in India and abroad.
Force Motors was founded in 1958 as Bajaj Tempo and manufactured 3-wheelers and light commercial vehicles. It had a long collaboration with Mercedes-Benz and produced Mercedes engines and vehicles under license. Over the decades, Force Motors introduced new models across its product segments of 3-wheelers, light commercial vehicles, buses, tractors, and trucks. It underwent ownership changes and renamed itself Force Motors in 2005. Currently, Force Motors manufactures a range of commercial vehicles, utility vehicles, tractors, and buses using its own research and development.
Brand Analysis on Truck manufacturers in India like Ashok Leyland,Tata Motors,AMW,Bharat Benz,VOLVO Trucks,Mahindra,,SML ISUZU,EICHER MOTORS and many more
Avinash Singh Internship Project Report on Brand Marketing of Force Motors "M...Avinash Singh
A project report pepared on the basis of 2 months' training at Force Motors Ltd. explaining the channels used to make ourselves visible in the eyes of the customer, i.e. creating a Brand Image. The project involves my work as an intern at FOrce Motors, Ajmer.
Maruti market expantion startegies of marutiAjay Rattan
This case study analyzes the market expansion strategies of Maruti Udyog (MUL), India's largest passenger car manufacturer, established in 1982 as a joint venture between the Government of India and Suzuki Motor Corporation of Japan. Some key points:
1. MUL launched its first model, M-800, in 1983 and saw increasing success with additional launches like the Maruti Gypsy in 1985. Production reached 1 million cars by 1994.
2. MUL faced competition following the liberalization of the Indian economy in 1991 and the de-licensing of the passenger car industry in 1993, which allowed global players to enter the market.
3. By 2002, Suzuki increased its stake in MUL
Case Study On The Successful Journey of Mahindra & Mahindra’s Automotive ...VARUN KESAVAN
Mahindra & Mahindra developed the Mahindra Scorpio SUV in the late 1990s to compete in the global SUV market. It utilized supplier involvement from concept to production to reduce costs. The Scorpio was designed in India, UK, engineered in Germany and Austria with components from various countries. It was successful due to its on and off-road performance, reliability, ability to be used in both rural and urban areas, and development of a strong brand image and fan following. The Scorpio helped establish Mahindra as a manufacturer of urban SUVs in India.
Maruti suzuki marketing strategies by Aviroop Banik,Rizvi Institute of Manage...Aviroop Banik
The document discusses Maruti Suzuki's strategies in India. It summarizes Maruti's pricing strategy, noting they offer cars starting around $2,500 and cater to all price segments. It also discusses their promotion strategies like advertising, dealer network expansion and service stations across the country. Finally, it analyzes some of Maruti's applications of offensive, defensive, flanking and guerrilla marketing strategies.
Maruti Suzuki is the leading automobile manufacturer in India. It has over 50% market share in the passenger vehicle segment. The document discusses Porter's 5 forces analysis of the automobile industry in India and a PESTLE analysis. It then summarizes Maruti's strategies, including expanding its product portfolio, upgrading manufacturing facilities, increasing distribution network, and implementing various promotional strategies. Maruti has been able to achieve over 10 million vehicle sales in India through strategic moves to strengthen its market leadership position.
The document discusses the launch of the Mahindra Scorpio vehicle in India. It provides background on Mahindra & Mahindra and the context for why they launched the Scorpio, as they were losing market share. It describes the objectives and process for developing the Scorpio, called IDAM, which utilized a cross-functional team and global partnerships. Marketing strategies included positioning it as a premium SUV at an affordable price point. The Scorpio was a success, helping Mahindra increase market share and improving their brand image.
The Mahindra Scorpio is a SUV manufactured by Mahindra & Mahindra Limited since 2002. It was the first SUV from the company built for the global market. The Scorpio comes in several models with different features and price ranges from 7-13 lakhs. It has found success in both domestic and international markets like India, Europe, USA, Brazil, and others. The Scorpio's power and performance, along with Mahindra's marketing strategies, have made it popular and a sales leader in the SUV segment.
Mahindra case study scorpio By Harvard business school.Aswin Roy
This document analyzes Mahindra and Mahindra's creation of the Scorpio vehicle. It discusses Mahindra's core competencies in building strong, rough vehicles. It outlines the strategies used to develop the Scorpio, such as extensive customer research, collaboration with suppliers, and positioning the Scorpio as a car rather than utility vehicle. A SWOT analysis and Porter's Five Forces model analysis are also presented. Challenges for Mahindra include new competing SUV models and the need to expand its dealer network and vehicle offerings.
Mahindra & Mahindra, an Indian automaker, is launching its SUV 'Scorpio' in the US market to compete with global players. The company has a long history manufacturing vehicles in India and now generates $7 billion in annual revenue. It plans to target the mid-size SUV segment in the US, which it sees as an important market for establishing its global brand recognition. However, breaking into the crowded US SUV market poses challenges around pricing competitively, promoting an unfamiliar Indian brand, and obtaining necessary regulatory approvals. Primary and secondary research will be important to inform Mahindra's strategy for successfully launching the Scorpio in the US.
Mahindra & Mahindra launched the Scorpio SUV in 2002 to create a new market segment and retain market domination. The Scorpio was conceptualized and designed in-house to provide an excellent value proposition to customers. It was priced competitively starting at Rs. 5-7 lacs. The Scorpio was promoted through advertising, PR, and events. It positioned itself as providing the luxury of a car with the thrill of an SUV. The Scorpio was a success and helped improve M&M's financial performance and market share. It has since been expanded with new variants and launched internationally.
Scorpio (Brand Identity) – IIM-A Case Study Solution Harinder Pelia
1) The Scorpio from Mahindra was originally positioned as a "car-plus" that offered more space, power and comfort than regular cars.
2) Key brand elements for Scorpio included the name, logo and tagline "Nothing Else Will Do" which conveyed thrill and adventure. Early TV ads featured international settings and characters.
3) Over time, Scorpio began losing its adventurous image as more SUVs entered the market. Mahindra revitalized the brand by focusing on its off-road capabilities in new ads and adding a more powerful engine.
4) Looking ahead, Mahindra will need to update Scorpio's design and target institutional
Mahindra & Mahindra is an Indian automaker and the largest tractor manufacturer in the world. The document discusses Mahindra's marketing strategies for the Scorpio SUV, including launching an improved model to increase sales after a reduction the prior year. The objectives are to create and dominate new market segments by offering value, optimizing costs, gaining urban and rural customers, and competing globally. The study aims to understand customer perceptions of Scorpio features, costs, and satisfaction with safety and comfort, and provide suggestions to improve marketing strategies and sales/profits. In conclusions, Scorpio has good market share in the UK SUV segment and customers are satisfied with design and services.
Mahindra & Mahindra faced increasing competition in the Indian jeep market but sought to expand globally through export policies and trade fair participation. It began manufacturing diesel engines with a French company and aimed to export 2500 jeeps annually to Australia. While opportunities existed through globalization and liberalization, threats included lower prices from competitors and changing customer tastes towards newer designs. Mahindra learned to develop new products and diversify while adapting its strategy in response to challenges and opportunities.
The document summarizes the success of Mahindra's Scorpio vehicle in India. It provides background on Mahindra starting as a steel company and becoming a leader in the SUV segment. Scorpio was launched in 2002 and has been one of Mahindra's most successful cars with over 4.5 lakh units on Indian roads. It discusses the problems Mahindra faced like decreasing market share. A SWOT analysis is presented for Mahindra and its marketing mix including products, pricing, promotion, and placement strategies are outlined. Reasons for Scorpio's success include its robust design, latest technology, and affordable pricing. The document concludes that Scorpio has given Mahindra a unique position in
Market segmentation & Positioning - effect on company performance Rakesh Halder
1) The document discusses market segmentation and positioning strategies used by Ashok Leyland to increase market share and performance.
2) It details how Ashok Leyland segmented the commercial vehicle market and positioned its new 37-ton rigid truck to target bulk haulers.
3) The strategies led to increased sales and a 45% market share in the 10x2 truck segment, contributing significantly to Ashok Leyland's revenues.
Renault launched its compact SUV, the Duster, in India after conducting extensive market research. It identified a gap in the mid-size SUV segment and conducted an ethnographic study living with potential customers to understand their needs and preferences. Key insights included a preference for body-colored bumpers, chrome accents, and rear comfort features. Renault modified the Duster accordingly while adhering to strategies of fast, frugal, and fantastic adaptations. The Duster was a sales success for Renault in India due to this deep understanding of customer wants.
Force Motors is an automobile company in India that manufactures commercial vehicles and tractors. It has two manufacturing plants and recently opened a new one in Chennai. The company has a small market share but is expanding production capacity and product lines. It focuses on research and development to remain competitive in the automotive industry.
Maruti Suzuki Zen Estilo & WagonR PresentationBishal Gupta
Maruti Suzuki produced the Zen Estilo and Wagon R to provide similar yet differentiated options for customers. While both were compact hatchbacks with similar specifications, the Estilo targeted young couples and was positioned as stylish, while the Wagon R focused on families and spaciousness. This dual approach helped increase both models' sales by cannibalizing each other somewhat. Maruti leveraged its large dealership network and promotional activities to market the cars through various media and events.
Force Motors is an integrated automobile company in India that focuses on design, development, and manufacturing of automotive components, aggregates, and vehicles. It offers products like tractors, three-wheelers, light commercial vehicles, multi-utility vehicles, and heavy commercial vehicles. Over the past decades, it has partnered with global automotive companies and established manufacturing facilities in Maharashtra and Madhya Pradesh. Force Motors aims to expand its product range and market share in India and abroad.
Force Motors was founded in 1958 as Bajaj Tempo and manufactured 3-wheelers and light commercial vehicles. It had a long collaboration with Mercedes-Benz and produced Mercedes engines and vehicles under license. Over the decades, Force Motors introduced new models across its product segments of 3-wheelers, light commercial vehicles, buses, tractors, and trucks. It underwent ownership changes and renamed itself Force Motors in 2005. Currently, Force Motors manufactures a range of commercial vehicles, utility vehicles, tractors, and buses using its own research and development.
Brand Analysis on Truck manufacturers in India like Ashok Leyland,Tata Motors,AMW,Bharat Benz,VOLVO Trucks,Mahindra,,SML ISUZU,EICHER MOTORS and many more
Avinash Singh Internship Project Report on Brand Marketing of Force Motors "M...Avinash Singh
A project report pepared on the basis of 2 months' training at Force Motors Ltd. explaining the channels used to make ourselves visible in the eyes of the customer, i.e. creating a Brand Image. The project involves my work as an intern at FOrce Motors, Ajmer.
Maruti market expantion startegies of marutiAjay Rattan
This case study analyzes the market expansion strategies of Maruti Udyog (MUL), India's largest passenger car manufacturer, established in 1982 as a joint venture between the Government of India and Suzuki Motor Corporation of Japan. Some key points:
1. MUL launched its first model, M-800, in 1983 and saw increasing success with additional launches like the Maruti Gypsy in 1985. Production reached 1 million cars by 1994.
2. MUL faced competition following the liberalization of the Indian economy in 1991 and the de-licensing of the passenger car industry in 1993, which allowed global players to enter the market.
3. By 2002, Suzuki increased its stake in MUL
Case Study On The Successful Journey of Mahindra & Mahindra’s Automotive ...VARUN KESAVAN
Mahindra & Mahindra developed the Mahindra Scorpio SUV in the late 1990s to compete in the global SUV market. It utilized supplier involvement from concept to production to reduce costs. The Scorpio was designed in India, UK, engineered in Germany and Austria with components from various countries. It was successful due to its on and off-road performance, reliability, ability to be used in both rural and urban areas, and development of a strong brand image and fan following. The Scorpio helped establish Mahindra as a manufacturer of urban SUVs in India.
Maruti suzuki marketing strategies by Aviroop Banik,Rizvi Institute of Manage...Aviroop Banik
The document discusses Maruti Suzuki's strategies in India. It summarizes Maruti's pricing strategy, noting they offer cars starting around $2,500 and cater to all price segments. It also discusses their promotion strategies like advertising, dealer network expansion and service stations across the country. Finally, it analyzes some of Maruti's applications of offensive, defensive, flanking and guerrilla marketing strategies.
Maruti Suzuki is the leading automobile manufacturer in India. It has over 50% market share in the passenger vehicle segment. The document discusses Porter's 5 forces analysis of the automobile industry in India and a PESTLE analysis. It then summarizes Maruti's strategies, including expanding its product portfolio, upgrading manufacturing facilities, increasing distribution network, and implementing various promotional strategies. Maruti has been able to achieve over 10 million vehicle sales in India through strategic moves to strengthen its market leadership position.
M&M was founded in 1945 in India and entered the automotive manufacturing sector by launching the Willys Jeep. It has since expanded its product portfolio to include UVs, tractors, small aircraft, buses and more. In 2002, M&M entered the Indian UV segment by launching the Scorpio. It followed an "engine theory" business model and established international operations including in South Africa. Shah faces the dilemma of how to grow M&M's South African subsidiary and considers options like contract assembly, own manufacturing, or importing CBUs from India.
The document provides an overview of the Mahindra & Mahindra Group, an Indian multinational conglomerate. Some key points:
- Founded in 1945, Mahindra has grown to a $15.4 billion business with over 144,000 employees across multiple sectors including automobiles, technology, energy, finance, and more.
- Its core automobile business includes production of passenger and commercial vehicles, tractors, and two-wheelers. It has a 6.5% market share in passenger vehicles in India.
- Mahindra has pursued diversification through both related diversification leveraging synergies across sectors, and unrelated diversification into new sectors like IT, infrastructure, hospitality
The document provides details about a project report on consumer awareness of General Motors in India. It includes an introduction to General Motors and its brands. The objectives of the study are to analyze consumer awareness and satisfaction with Chevrolet cars and after-sales services. The research methodology involves both primary and secondary data collection. Survey methods will be used to understand customer expectations and suggestions for improvements.
BYD pursues several operational strategies to achieve a competitive advantage, including vertical integration, low cost leadership, entrepreneurship, product variety, specialization, exploiting labor costs, and strategic innovation. Specifically, BYD integrates backward by acquiring suppliers and forward by partnering with other companies. It focuses on low costs by investing in labor training over machinery. The founder drives entrepreneurship and a vision for growth. BYD diversifies its product line and targets customers in megacities and abroad. It specializes in batteries and electric vehicles while utilizing China's lower labor costs. BYD pioneers new technologies like plug-in hybrids and solar-charging electric cars through strategic innovation.
Brand awareness of prestolite battery fullnirav333
Tudor India Limited manufactures Prestolite batteries in India as a wholly owned subsidiary of CMP Batteries Ltd., UK, which is part of the world's largest battery manufacturing group. Tudor India was incorporated in 1986 and manufactures automotive and industrial batteries at its plant in Gujarat. The company provides maintenance-free lead acid batteries for applications such as vehicles, UPS systems, inverters, and more. Tudor India aims to introduce new industrial and sealed battery types to the Indian market.
fundamental analysis of eicher motors
business model
products they provide
management quality
market share of company
analysis of financial statement
ratio analysis
peer to peer comparision
go through fundamental analysis and take your own decision to buy, hold, sell
The Indian automobile industry has evolved significantly over the past century. In the early years, vehicles were scarce and the industry was tightly regulated. Liberalization in the 1990s opened the industry to more foreign participation and competition. Major players like Maruti Suzuki and Hyundai now dominate the market. The industry faces challenges like rising costs and competition from China but is growing with rising incomes. Passenger vehicles account for about 15% of the market while two-wheelers make up the majority.
Mahindra & Mahindra has shown overall growth over the last 5 years according to its financial statements. Its average market capitalization and number of employees have increased. Total wages and salaries have also risen steadily. However, the dividend payout percentage has declined from its peak of 20.6% in 2015 to 11.7% in 2018, indicating lower returns to shareholders in recent years. While sales per employee have increased, critical analysis of more detailed financial metrics would be needed to fully assess the company's multi-year financial performance trends.
Kia Motors entered the Indian market in 2019 and has found success with its launch of the Kia Seltos SUV. It established a manufacturing plant in India capable of producing 300,000 vehicles annually. For its initial launch, Kia used a marketing strategy focused on storytelling about its design inspiration and building a large dealership network. Kia's digital marketing promotions were very successful at generating online buzz. Going forward, Kia plans to launch new SUV models and is evaluating entering the mid-sized 7-seater segment.
Automobile Manufacturing in Pakistan; A case of Revo Car
Revo word derived from “Revolution”.
Revo car manufactured under the umbrella of AMC (Adam Motor Company).
It was labeled as the first Pakistani car, as it was fully designed and assembled locally.
Kia Motors manufactures and distributes automobiles in India including sedans, SUVs, hatchbacks, and mini vans. To implement its vision of inspiring movement, Kia has developed a flexible and horizontal culture that encourages creativity and challenges conventional thinking. The company's mission is to realize humanity's dreams through innovative problem solving. Key product segments in India are SUV/crossovers, MPVs, and upcoming EVs. Despite challenges from the pandemic, Kia has increased market share through new models and maintained strong financial performance.
Presentation on leading two wheeler industry above 125 cclissa92
The document provides an overview of the Indian two-wheeler industry. It discusses the history and trends of two-wheeler production in India. The major players in the industry are outlined, including details about Honda Motor Company such as its vision, mission, products, branches, and CSR activities. The document also includes a PEST analysis of the industry and discusses the nature of competition, investments, and government initiatives related to two-wheelers in India.
This document is a training report submitted by Subham to fulfill requirements for a Bachelor of Technology degree. It provides an overview of the production processes at GKN Driveline India Ltd where Subham completed a 6-month summer training. The report includes sections on the company profile, history and products of GKN, an explanation of drive shafts and their purpose, and a study of the manufacturing processes used by GKN to produce drive shafts.
This is an indepth analysis about the origin emergence and rise of Kia Motors about how it brought a revolution in the field of automotive and entirely swept away the auto market while challenging the age old players like Maruti and Hyundai Tata
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A presentation on diversification where two company example is taken.One who is successful and other which failed in diversifying the business.
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Regards
Ajay Gupta
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Case pm
1. ASSIGNMENT—CASE ANALYSIS<br />SUBMITTED BY:<br />ANKUR SHARMA<br />NISHANT<br />SUMIT CHAUHAN<br />VIVEK GUPTA<br />ANALYSIS--PROJECT SCORPIO—The making of India’s first indigenous sports utility vehicle<br />M&M (initially called as Mahindra and Mohammed) was setup in 1945 in Ludhiana by K.C Mahindra and J.C Mahindra and Malik Ghulam Mohammed. After the Indo-Pak partition Ghulam Mohammed became the finance minister of Pakistan, and the M&M came to be called as Mahindra and Mahindra henceforth. The company manufactured multi utility vehicle under the Jeep brand in India, in collaboration with Willys Overland corporation, American Motors Corporation and Kaiser Jeep Corporation, all US based companies.<br />WILLYS JEEP<br />Why M&M needed to diversify its product line?<br />M&M was the market leader and almost monopolized the UV market till the early 1990’s. M&M jeeps where known for its high quality, durability, ruggedness, easy maintenance and operational economy in the UV market. In the 90’s M&M faced a fierce competition from Telco now known as Tata Motors after they launched a new SUV called Sumo. M&M brands were known for rough terrain and for rural areas usage. Sumo in comparison with existing M&M brands was better looking and appealed to an urban market. M&M’s market share deteriorated after Tata launched two more UV’s-- Sierra and Safari. In the year 2000, Toyota launched a new SUV-Qualis which was considered to be better looking than Sumo. Within couple of years Qualis sales were more than 50000 units. This immense competition was the cause of M&M’s stagnant sales in year 2000, listing its share price at all time low of Rs 100. <br />Realizing the competition, M&M decide to target an untapped segment, rather a niche segment lying between passenger’s car and utility vehicles. Scorpio was designed to be an urban UV, which combined ruggedness with comfort and aesthetic appeals. In India UV’s were generally used for commercial purpose, mainly by car rental agencies and taxi service providers. In its promotion, Scorpio was presented as non commercial SUV. The main strategy developed for Scorpio from consumer insights was that consumers want to consume premium imagery at prices affordable to them.<br />How Project Scorpio was incorporated?<br />The reason for the success of Project Scorpio was the company’s entry in the previously neglected niche market. Scorpio was built with the features of a SUV as well as that of a passenger car. Another reason for its success was the adoption of an innovative and flexible manufacturing system, which allowed the company to design and produce Scorpio according to customer’s preferences.<br />The pre-production phase for any product is very critical for its success. The planning is done keeping in mind all the facts that are required for the future process. M&M conducted a thorough survey of the market and customer preferences and perceptions to derive inputs for the design and features of Scorpio. <br />Suppliers involvement played a key role in the success of Scorpio. Suppliers from all parts of the world were given the responsibility to head the area, in which they carried their expertise. For example, Bridgestone USA for tyres, Wooshin from Korea for the Body Shop, Samlip from Korea for suspension, and Renault from France for Petrol Engines and AVL from Austria for Diesel Engines.<br />The company came out with an innovative sourcing system, by integrating manufacturers of various components under one big supplier, vesting all the quality control standards in the specialty of the company. This was one of the major factors that contributed not only to the desirable quality, but also lead the company into significant reduction in the cost of overall production. <br />Team Scorpio<br />A total of 120 people comprised of the team that was involved in handling the project, under the leadership of Pawan Goenka (Former General Motors Researcher). These 120 people were divided into 19 multitasking groups. the teams were given autonomy and had to take ownership of their own. The teams were made responsible for delivering quality at least cost.<br />Testing and validation<br />Before the launch of Scorpio, it was tested extensively and 74 vehicles were manufactured solely for the purpose. Testing continued for 2 years until its successful launch, in 2002.<br />Various testing and measuring methods such as Simultaneous Testing and Examination Process (STEP), and NOVA-C (New Overall Vehicle Audit-Customer) were implemented before the launch to test the vehicle’s Road Worthiness.<br />The strategy used by the company for the positioning of Scorpio was in between the passenger car market and SUV market. This, in effect caused to attract the attention of both the categories of car users. It attracted 75% of the passenger car users and 25% from the SUV users.<br />At the end of the fiscal year of March 2003, M&M’s total income increased by 22%, which was due to the launch of Scorpio.<br />The success of Scorpio was led by – effective and Integrated Marketing Communication. Ad campaigns by the base line of ‘Nothing else Will Do’ caught the attention of the targeted audience. Reasonable Pricing in the SUV category and no unexpected manufacturing defects also proved it to be attractive.<br />Criticism – Scorpio had to face criticism for and against it. M&M started exporting Scorpio in the year 2003 which led the crowd the question about the crash worthiness, which was mandatory as per the international law. <br />Few questions were also raised relating to the amount of outsourcing and collaboration with the foreign companies, questioning M&M’s capability.<br />Few Critics opposed the above statement by supporting the company for the successful usage of world class technology at affordable prices.<br />Supporters also said that vehicle integration which was done completely by M&M , was equally critical and should not be underestimated.<br />SWOT ANALYSIS<br />Strength1.Good performance for long distances 2.Powerful player in the taxi/rental segment 3.Good presence in the rural and tier-2 cities segment 4.Maintanence cost is lowWeakness1.Overall vehicle performance not up to competitor standards2.Low advertising and brand visibilityOpportunity1.Increasing purchasing power and growing target 2.Leverage strong brand name by more advertising 3.Newer innovationsThreats1.Competition 2.Government regulations and increasing fuel prices 3.Improvement in public transport<br />ANALYSIS—CUMMINS INDIA—Consumer Driven Modularization Strategy<br />Cummins India Ltd(CIL) entered the India market in the year 1962, jointly promoted by Cummins(50%) stake and Kirloskar Oil Engines Ltd(25.5% stake). The reason for entering the Indian market was that being a slowly developing country most of the diesel engine requirements were met by the imports. The company dominated the Indian diesel engine market for long with a 65% market share of the 125 KVA to 1250 KVA captive power generation equipments market.<br />Why Indian market needed gensets?<br />The main reason behind India for incorporating gensets was the growing population. The population grew at a rate of 1.6%, thus increasing the energy requirements.<br />The various reasons for the under capacity production of energy were:<br />Mainly dependence of hydroelectricity, which in turn depended on unpredictable and insufficient rainfall.<br />Unauthorized usage, thefts, and loss of power in transit<br />The other reasons for indulging in gensets manufacturing where-- voltage fluctuation at industrial and household level, savings of around 3.5 cents in large manufacturing units, reliability and quality of power.<br />How CIL capitalized during the recession in the Indian economy?<br />As the recession hit India in the early 90’s the sales of all the manufacturing products reduced, even that of CIL. Trend was shifting from manufacturing to the service industry in India. To survive in the slow economy CIL started to provide gensets on rent to customers who did not wanted to spend huge amounts of money on constructing captive power generation plant and to the newly established plants that were yet to reach their full capacity utilization levels. The gensets were slightly modified before given out for rent as per the requirement of the customer. This in effect helped CIL to get a new source of revenue and minimize the initial capital investment.<br />The various beneficiaries were:<br />Indian Oil Corporation (IOC) refinery at Guwahati by providing them five gensets of 1MW capacity.<br />Indian Rayon Ltd, a flagship company of Aditya Birla Group, was provide with two 1MW gensets to meet the extra requirement of low cost diesel generated power.<br />Lake Palace Hotel of Udaipur was provide with two 750 KVA gensets o serve as the backup to SEB,S power. The installation of the gensets was made up to the requirements asked by the Hotel i.e. its operational should be noise free and the wiring should not affect the aesthetics of the Hotel. <br />Ansal Plaza demanded two 320 KVA gensets to supplement their existing diesel gensets of 2100 KVA. Requirements made by the MALL: It had to be fitted on the roof top and to fulfill that CIL disassembled the gensets in various components to transfer it on the roof top and then reassemble it.<br />With the implication of this rental business CIL recorded a 25% increase in profit for the fiscal 2000, whereas other players in the same industry were facing heavy loses.<br />Why CIL needed a modularization strategy and how did they successfully implemented it?<br />By early 2000, India was gaining pace with the service industry. Manufacturing industry was slowing down and service industry was at a boom with 7-10% growth in next few years. But CIL was still a marginal player in the large and rapidly growing low HP market comprising small retailers, hospitals and farmers who required reliable backup in the event of power failure and shortages. So in order to cater this low end market, CIL decided to concentrate on this marginalized low HP gensets range by creating a series of low powered, modularized gensets.<br />In order to successfully implement the strategy, CIL added special features to their basic gensets model to fulfill the needs of different customer segments and provided in the form of ready to assemble gensets kits. For example:<br />Gensets were provided with dust and dirt guards to fulfill the demand of farmers to protect the bearings and increase the life of the engine.<br />For hospitals and hotels gensets were provided with a noise abatement hood in order to check the noise level.<br /> Customized products come out to be expensive. So in order to make the products affordable CIL came out with a new strategy. The manufactured the basic gensets model in large quantity to bring down per unit production cost and this helped them in averaging out the extra expenses incurred in manufacturing add-ons. The basic model was supplied to the third party distributor in ready to assemble kits and the add-on features were packed separately making the customer purchase only what they want. This came out as an win-win situation for all the parties—CIL, distributor, customer.<br />Clients benefited by the modularization strategy:<br />Café Coffee Day (CCD)—They needed uninterrupted, quality power supply to promote their trouble free coffee experience. So CIL provided them a unique ready to use design of S&B gensets which installs in quick time and minimum fuss, which can be planted at the back of the premises.<br />Prathma Blood Bank: They ran a mobile blood bank for which they needed the most efficient cold storage facility with absolutely no interruptions in power supply. CIL came out with X series 15 KVA gensets which met all the requirements of the bank.<br />CIL engineers came out with optimum gensets rating by carrying out a load mapping of residential complexes. They provided the gensets as per the requirement of the project also providing after sales service. <br />Future of gensets market<br />With increase in prices of diesel, CIL has designed gensets called Lean-Burn natural gas gensets functioning on natural gas which would comply with all the emission standards. India being an agriculture driven market would help CIL to grow in coming years. Low range and medium range gensets will also be in demand in future as India is developing fast and more and more companies are emerging in service sector.<br />