...CASE STUDY ON – MAHINDRA AND MAHINDRA’S SCORPIO
Mahindra and Mahindra’s Scorpio was started in 1997 with a vision to continue the domination of Utility Vehicle (UV) market in India and also to be a global niche player. Their aim was to make M&M known worldwide for the quality, durability and reliability of its products and services. M&M’s share of business was largely from the semi urban and rural markets of India. Even though M&M had a wide variety of products, it was lacking with products that can cater the modern urban customer needs. The market of M&M was strong but stagnating. These reasons led to the thought of Sports Utility Vehicle (SUV) catering the urban customers. They succeeded in retaining their domestic market leadership with over 50% market share of the Indian utility vehicle segment and create their name in the global market.
1. Situation Analysis:
We can analyze the market environment of Scorpio using the 5C framework. 5C stands for Customers, Company, Competitors, Collaborators and Context.
The basic need the customer is looking at is the value for money in terms of low unit cost, operating economics packaged with modern style and robust design. Some of the findings of IDAM (Integrated Design and Manufacturing) were the customers had a psychological feeling that “big size stands for status” they seek latest technology at affordable prices. They needed the thrill and passion 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 :-
o It has a very low maintenance cost with a gracefully tough masculine look .
o It has an extremely smooth performance in the rural, hilly,...
...Mahindra & Mahindra, Ltd. - SWOT Analysis
Published Date: Feb, 2012
No of Pages: 47
Mahindra & Mahindra, Ltd. - SWOT Analysis company profile is the essential source for top-level company data and information. Mahindra & Mahindra, Ltd. - SWOT Analysis examines the company’s key business structure and operations, history and products, and provides summary analysis of its key revenue lines and strategy.
Mahindra & Mahindra, Ltd. (M&M or ‘the group’) is a flagship company of the Mahindra Group, which through its subsidiaries, is primarily engaged in manufacturing and marketing of a range of utility vehicles. In addition, it also provides farm equipment services, steel trading and processing services, financial services, infrastructure development, hospitality services, information technology services, systech, and other services. The group operates in Asia, Americas, Europe, Middle East and Africa and Australia. It is headquartered in Mumbai, India and employs around 17,577 people. The group recorded revenues of INR323,899.9 million ($7,061 million) during the financial year ended March 2011 (FY2011), an increase of 28% over FY2010. The operating profit of the group was INR5,240.3 million ($114.2 million) in FY2011, as compared to an operating loss of...
• Type: Public
• Listed at: BSE 500521
• Industry: Automotive
• Founded: 1955
• Headquarters: Mumbai, India
• Area served: Worldwide
• Key people: Anand Mahindra (MD)
• Revenue: Rs. 37,026/- Crore (2011)
• Employees: 15147 (2011)
• Parent: Mahindra Group
Mahindra & Mahindra Limited (M&M) (BSE: 500520) is an Indian multinational automaker headquartered in Mumbai, Maharashtra, India. It is one of the largest automobile manufacturers by production in India and a subsidiary of Mahindra Group conglomerate. The company was founded in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed. After India gained independence and Pakistan was formed, Mohammed emigrated to Pakistan. The company changed its name to Mahindra & Mahindra in 1948. It is ranked #21 in the list of top companies of India in Fortune India 500 in 2011.
Mahindra & Mahindra was set up as a steel trading company in 1955. It soon expanded into manufacturing general-purpose utility vehicles, starting with assembly under licence of the iconic Willys Jeep in India. Soon established as the Jeep manufacturers of India, M&M later branched out into the manufacture of light commercial vehicles (LCVs) and...
...purpose, if any.
1. PROFILE OF THE COMPANY
• Historical background
• Number of departments
• Number of employees
• Human resource policies
• Information about marketing
• Vision and mission
2. SUBJECT TAKEN FOR SIP
Making of Mahindra scorpio
Mahindra scorpio mhawk
1. Profile of the Company
Name of the company:
Dehradun Premeir motors Pvt. Ltd. (an authorized dealer of Mahindra and Mahindra automotive)
DDPM: Dehradun Branch (Personal Sagement)
Haridwar bypass Road, Ajabpur kalan, Dehradun-248001 (Uttrakhand)
DDPM: Kotdwar Branch
B.E.L. Road, Kotdwar (Uttrakhand)
DDPM: Vikasnagar Branch
Nawabgarh,Dakpathar Road, Vikasnagar (Uttrakhand)
Historical background (Dehradun Premier Motors):
DDPM is one of the leading dealerships for the M & M vehicles in Uttrakhand region & one with biggest infrastructure in Central India. DDPM established in year 2001 with dealership for Mahindra & Mahindra – INDIA’S leading automobile brand. Premier motors having its main office in Dehradun which is established in year 2001, and the Kotdwar & Vikasnagar branch is established in year 2008. Premier motors is owned by Mr. Harish Suri....
This case addresses the issue of which positioning strategy Mahindra and Mahindra should adopt in order to ensure that all its strategic objectives are met and it garners enough market share to assume the position of market leader once again. This decision is to be taken at a time where the Indian Automobile industry is in a state of change. M & M’s portfolio mainly consists of utility vehicles that are meant for the rural and semi-urban consumer. But these markets are seen to be either declining or shrinking. They have decided to penetrate the urban markets and their first move to achieve this was the re launch of Armada as Mahindra Bolero, a fairly successful vehicle. M & M has now invested a substantial amount of money and designed a new product from scratch under Project Scorpio. The price point has been decided, the design and features have been decided upon and it has been decided to name the vehicle Scorpio from Mahindra after extensive consumer research. This leaves the decision of positioning, which is what the case deals with in detail.
The Indian Automobile Industry was in the process of a change. Consumer tastes and preferences were changing as well as the competitive scenario. Mahindra and Mahindra had decided to redesign its brand portfolio to suit these changing needs and circumstances in order to halt the loss in market share and...
...Performance Management and Appraisal in Mahindra & Mahindra Finance
Submitted by- Choudhuri Milan Mohapatra, roll no-04 Kimi Rout, roll no-05 Loveleena Lenka, roll no-06
Company Profile Performance management in Mahindra & Mahindra Performance appraisal in Mahindra & Mahindra Findings
Mahindra & Mahindra Financial Services Limited (M&M FSL), a subsidiary of Mahindra & Mahindra Limited was incorporated on 1st January 1991 as Maxi Motors Financial Services Limited. One of India's leading non-banking finance companies, focused on the rural and semi-urban sector, The company's product portfolio includes right from finance for two wheelers, tractors, farm equipment, cars and utility vehicles to commercial vehicles and construction equipment also have a group of experts providing investment advice, surveying available market products and choosing the most suitable to customers' needs. M&M FSL had received certificate of commencement of business on 19th February of the year 1991. The company's name was changed from Maxi Motors Financial Services Limited to Mahindra & Mahindra Financial Services Limited on November 3, 1992. During the year 1993, the company had commenced financing of M&M Utility Vehicles as part of its work. M&M FSL had opened...