Situation Analysis: 3
STP analysis 6
Marketing implementation 9
Creating value, Extracting value and Sustaining value 13
Raiding America 17
M&M- MARKETING STRATEGY FOR SCORPIO
Today most international car manufacturers have entered the Indian market. India is the second largest two wheeler manufacturer in the world an also the second largest tractor manufacturer. It is also the 5th largest commercial vehicle manufacturer and 3rd largest car market.
Mahindra & Mahindra Limited is a major automobile company in India. It was setup in 1945 to make general purpose utility vehicles for Indian market. The company has started a separate sector, Mahindra Systems and Automotive technologies (MSAT) in order to focus on developing components as well as offering engineering services. Now, branched out into manufacturing of agricultural tractors, and also light commercial vehicles. The company constantly manufactures its range of vehicles, whilst researching and developing new products. The more diversified parts of the business have been spun-off as separate business entities, and activities organized under various business groups. These groups now cover a wide range of markets: automotive, farm equipment, financial services, infrastructure and development, IT and automotive components. M&M's automotive division is in the business of manufacturing and marketing utility vehicles and LCVs. It has a market share in excess of 50% in this segment and manufactures the Scorpio SUV range.
Utility vehicles are rapidly capturing the market due to its multifarious use. Utility vehicles are found in two kinds: - SUV or Sports Utility Vehicles and MUV or Multi Utility Vehicles. Its spacious interior and sturdy exterior have made this vehicle one of the fastest selling vehicles of India. This is multi... [continues]
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