Customer Needs , Wants & Demands
Needs are the basic human requirements. People need air, water, food, clothing and shelter to survive. People also have strong needs for recreation, education and entertainment. These needs become Wants when they are directed to specific objects that might satisfy the need. Wants are shaped by our society. Demands are wants for specific products backed by an ability to pay. Needs are of five types –
The SUV, "Mahindra Scorpio" comes under Real needs. Real need is a need where a customer wants a 4 wheeler whose operating cost , its initial price is low. A customer opts for a Mahindra Scorpio because •
It has a combination of pulling capacity.
It is a safer vehicle because of its larger and heavier built and some people like a vehicle with broader seat arrangement with proper thy support. •
It has a very good cargo capacity.
It's an All Terrain Vehicle made for rocky roads and smooth glass like roads for a comfortable journey. •
It has very powerful CRDE Engine with a higher torque full on capacity to drag itself with ease when the throttle is fully pressed. SWOT Analysis of Mahindra Scorpio
SWOT analysis stands for Strengths ,Weaknesses, Opportunities and Threats . It’s a way of monitoring the external and internal marketing environment. The analysis is as follows- Strengths Analysis :-
It has a very low maintenance cost with a gracefully tough masculine look . o
It has an extremely smooth performance in the rural, hilly, city and highway roads. o
Has a well designed seating arrangement.
Excellent performance in case of covering long distance.
A very well impressed loyal brand positioning with good numbers of service centers.
It has a very limited International market.
There are no airbags for protection
Hard work of the R&D department to innovate some new attractive featured models. o
Increasing the purchasing power and attraction towards heavy cars of common people. o
Making the models more fuel efficient models and try to introduce CNG models. Threat Analysis:-
Increasing competition with global players.
Increasing fuel prices.
Porter's Generic Strategy Of Mahindra Scorpio
Five forces model of Porter's generic strategy of Mahindra Scorpio is as follows – Threat From Buyers - Mahindra Scorpio is a low and favorable SUV available in the market as in comparison with other car manufacturing companies. Threat From Suppliers - Mahindra is in collaboration with some leading foreign car parts company for delivery of the car parts. Threat From Competitors - There are competitors of Mahindra Scorpio in the market but no one has a SUV at this price range of Mahindra. Threat From New Entrants - There is a threat from the new entrants as Government has approved FDI , so foreign players may come . Threat From Substitutes - The main substitute of Mahindra Scorpio are the low range luxury cars. BCG Matrix in terms of Mahindra Scorpio
Here in the BCG matrix the product which has a low market growth rate with low market share showed as Dog , the product which has a low market growth rate with high market share showed as Cash Cow , the product which has a high market growth rate with low market share showed as Question Mark , the product which has a high market growth rate with high market share showed as Dog . The Mahindra Scorpio comes under Star. The Value Delivery Chain In Respect of Mahindra Scorpio
A value chain is a chain of activities. Products pass through all the activities of the chain in order and at each activity the product gains some value . As the picture shows above first the firm infrastructure is developed. Mahindra and Mahindra was already a giant automobile house when they launched Scorpio. Mahindra Scorpio is being developed at its Nashik plant. The primary value chain activities which are used in Mahindra...
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