Mahindra & Mahindra, Scorpio
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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.
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Running head: HONDA AUTO COMPANY MARKET RESEARCH PROPOSAL 1
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The document contains a Marketing Strategies of Indian Automobiles Companies. A Case Study on Automobile Industry. The document contains Abstract, Introduction, Objectives, Brand Position of Strategy in Maruti Suzuki India, To Considerate Indian Buyers, Challenges faced during the Indian Market, Branded identifies the Manufactured Goods differentiation and purchaser switching costs, Conclusion.
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This document provides an overview of the automobile industry in India and Maruti Suzuki in particular. It discusses the objectives and scope of a study on brand awareness of Maruti Suzuki with reference to Indus Motors Pvt Ltd. The automobile industry in India is one of the fastest growing manufacturing sectors and India has become an attractive market for global car manufacturers. Maruti Suzuki is the largest passenger vehicle company in India, manufacturing and selling popular models. The document outlines the industry and company profiles to introduce the topic of the study.
body-170403050917.pdf
This document provides an introduction and overview of a study on brand awareness of Maruti Suzuki cars with reference to Indus Motors Pvt Ltd in India. It outlines the research objectives, design, data collection methods, and gives brief descriptions of Maruti Suzuki as a company, the automobile industry in India, and the scope of studying brand awareness and customer preferences for Maruti Suzuki vehicles.
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Ford is an American automaker that has been in operation since 1903. It has a wholly owned subsidiary in India called Ford India Private Limited. Ford entered the Indian market in 1995 through a joint venture and now has its own facilities near Chennai. It offers a range of vehicles in India including the Fiesta, Classic, Figo, Endeavour, and EcoSport. The purpose of this study is to understand factors influencing consumer preferences for cars in India and evaluate Ford's marketing strategies.
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Harley-Davidson historically dominated the US motorcycle market through cultural ties, constant innovation, and contracts with government agencies. However, in the 1970s Honda disrupted the market with more affordable, technologically advanced motorcycles. Harley struggled as it focused on mass production over quality. Currently, Harley's main competitive advantages are its strong brand and owner communities, though these may not be sustainable against newer competition. Going forward, Harley faces challenges in attracting younger riders and expanding internationally. Its strategy now includes new models, marketing events, and rental programs. Recommendations include penetrating large new markets like India and China while attracting younger demographics.
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This document provides an overview of Hyundai Motors India Limited (HMIL). It discusses HMIL's profile, history, vision, mission and operations. Some key points:
- HMIL is a wholly owned subsidiary of Hyundai Motor Company of South Korea and is one of the largest car manufacturers in India.
- It was established in 1996 and launched its first car, the Santro, in 1998 which was very successful.
- HMIL's vision is focused on customer satisfaction, technology innovation and contributing to society.
- Its mission is to be a preferred provider of automotive services with a diverse team of professionals.
- It has two manufacturing plants in India and exports cars to
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maruti suzuki- indus motors edappal
This document provides an overview of the automobile industry in India and Maruti Suzuki. It discusses the objectives of studying brand awareness of Maruti Suzuki with reference to Indus Motors Pvt Ltd. It covers the introduction of automobiles globally and their growth in India. It profiles major automobile manufacturers in India, both domestic and foreign. It outlines the scope of the study as understanding factors influencing customer preference for Maruti Suzuki vehicles and their brand awareness of safety features.
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- 1. INDIAN SUV ‘SCORPIO’ TAKES ON GLOBAL PLAYERS IN US MARKET International Marketing & Export Management Presented by: Arpita Shahi 112740 Jush Shrestha 112817 Nitesh Jung Joshi 112736 Swechha Dhakal 112755
- 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. 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. 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. CASE QUESTIONS: AREAS OF RESEARCH Primary Secondary Vehicle performance in Communication plan USA market Competitive analysis Distribution channel in USA Pricing strategy
- 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. SUGGESTIONS FOR PRIMARY RESEARCH Direct Observation Market Survey Focused Group
- 8. SUGGESTIONS FOR SECONDARY RESEARCH Commercial Market research organizations The Government Competitors Reports and Catalogues Trade Publications Auto Shows General Media
- 9. TOOLS OF RESEARCH FOR POSSIBLE PRICING Market Survey - Personal Interview - Mail out - Telephone - Questionnaires Focus Group
- 10. PROBLEMS THAT MAY ARISE IN QUESTIONNAIRE DEVELOPMENT 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. WAYS TO ADDRESS THE PROBLEMS IN QUESTIONNAIRE DEVELOPMENT AND DATA COLLECTION 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. WHY DELAY IN LAUNCH OF MAHINDRA'S SUV 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. RECOMMENDATIONS Creating awareness about the “Scorpio” in U.S. Find exactly what type of SUV American wants Competitive Pricing Modification of the overall design