The document discusses strategies for launching the Mahindra XUV 500 SUV in the Australian market. It suggests establishing a joint venture with an Australian automaker or acquiring an existing company. It analyzes Australia's geography and market opportunities for SUVs. Recommendations include segmenting customers as farmers, tourists, and small businesses and positioning the XUV 500 as safe and technologically advanced. The 4Ps of marketing are covered - setting price points, establishing dealerships in major cities, and promoting through television, newspapers and partnering with banks for loans. Main competitors in Australia like Holden and Honda are also identified.

2.  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??????

3. Group members:
 Shrutika
 Neha
 Nidhi Kampani
 Nidhi Choudhry
 Reetika
 Rhythm

4. 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 Mahindra's
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)

5. 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)

6. Features

7. 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!

8. 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

9. Australia

10. 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.

11. 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.

12. Entering strategies:
Joint Venture:
TMI pacific
or
Acquisition:
Nissan Motors

13. 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

14. STP
Segmentation:
1.On the basis of income level
2.On the basis of social class
3.On the basis of occupation
Targeting:
1.Farmers
2.Tourists cab
3.Military
4.Small traders

15. 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.

16. We include …
 Safety features:
• Electronic stability control(ESC)
• Rear backup alert system
 Emerging safety technologies: Lane departure
warning system

17. 4 ps
PRODUCT
PRICE
PLACE
PROMOTION

18. 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 .

19. Price list.(Aus dollar)
 AUD 21,635
 AUD 23,944
 AUD 25,800

20. PLACE FEW SHOWROOMS ARE IN
SUGGESTED
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

21. 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

22. Competitors in Australia
 Commodore
 Honda ODYSEY
 Ford territory
 Audi all road quattro
 Maruti suzuki

23. Strategies adopted to compete
the competitors