Mahindra

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  Mahindra
  &
  Mahindra
  (M&M)
  was
  founded
  in
  Mumbai,
  India,
  in
  1945
  by
  two
  brothers
  and
  it
  had
  grown
  until
  reach
  113.000
  employees
  located
  in
  79
  different
  countries.
 From
 the
 beginning,
 utility
 vehicles
 (UV)
 became
 the
 core
 competency
  of
  the
  firm
  and
  they
  represented
  the
  60%
  of
  market
  share
  in
  this
  industry,
  including
  multi-­‐purpose
  vehicles,
  sport-­‐utility
  vehicles
  and
  pickup
  truck.
 
  They
  In
  2011
  they
  grow
  by
  providing
  additional
  product
  such
  as
  two-­‐wheelers
  at
  one,
  small
  turbo
  aircraft,
  buses
  and
  cars
  and
  the
  largest
  producer
  of
  trucks
  worldwide.
  A
  part,
  of
  production
  facilities,
  M&M
  had
  6
  assembly’s
  plants
  and
  nine
 manufacture
 plants
 inside
 and
 outside
 India,
 which
 was
 identify
 as
 a
 small
  but
 rapid
 growing
 business
 in
 that
 location.
 Its
 goal
 was
 to
 have
 a
 strong
 position
  in
  the
  "motorized
  mobility"
  field
  by
  offering
  products
  for
  land,
  sea
  and
  sky.
  They
  wanted
  to
  keep
  a
  sustainable
  and
  effective
  source,
  product
  development
  and
  a
  good
 quality
 and
 after
 achieving
 its
 goal,
 they
 wanted
 to
 expand
 its
 services
 with
  financial
  helps,
  information
  technology,
  hospitality
  and
  infrastructure.
  M&M
  was
  composed
  by
  8
  different
  business
  align
  with
  the
  same
  business
  model
  called
  "engine
  theory"
  where
  each
  business
  is
  vertically
  independent
  with
  own
  decision,
 but
 horizontally
 coordinated
 to
 maintain
 synergy
 among
 all
 businesses.
  They
  worked
  with
  the
  statement
  of
  "50
  per
  cent
  rule",
  which
  means
  that
  if
  in
  some
 case
 business
 decreased
 its
 demand
 by
 50%
 or
 more,
 the
 rest
 of
 businesses
  should
  be
  profitable
  in
  order
  to
  keep
  a
  positive
  multiplier
  effect.
  In
  addition
  to
  that,
 the
 company
 wanted
 to
 keep
 shareholders
 happy
 and
 giving
 them
 value
 by
  diversifying
 its
 investment
 among
 the
 eight
 businesses.
 
 
 
 
 
 
 
 
 MAHINDRA
 &
 MAHINDRA
 IN
 SOUTH
 AFRICA
 

Globalization
  became
  an
  important
  factor
  in
  M&M's
  international
  expansion
  strategy.
  Many
  multinational
  firms
  were
  taking
  advantage
  of
  this
  movement
  and
  growing
  its
  presence
  in
  Africa.
  Especially,
  big
  and
  international
  brands
  which
  were
  capable
  of
  offering
  to
  African’s
  customers
  new
  and
  very
  known
  products.
  That's
  the
  reason
  why
  globalization
  leaded
  to
  an
  increase
  in
  international
  competition.
  On
  the
  other
  hand,
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