Professional Documents
Culture Documents
Indian Market
UV market share was 18% Car Market was 82%
Strengths of Mahindra
Dominant in the UV market. Known as tough, rugged, reliable &most suitable for
terrain
Had a huge market share in rural and semi urban
market
Pre-launch strategy
All dealership looks were upgraded.
dealership. Sufficient test drive vehicles were made available at dealerships. Separate launch programs for press, vendors, dealers and staff. Based on market segments different versions were designed.
Development
Scorpio development did not stop at launch Re-launch of improved Scorpio
A unique process called IDAM was taken up Best in the world tie ups were done but in house
executions.
MPDS
Dynamic Mfg system-
quality
Strategy
Competition with
Had to Adopt penetrative pricing stratergy SUV- Priced between Rs.5-7 Lacs Phased Launch Mumbai, Bangalore, Delhi & Chennai Within 4 months -- 20 cities Within a year
-- 50 cities
Launch of Scorpio, things started looking different 37% increase in revenue- from Rs. 1827 cr in 2002
to Rs. 2511 cr in 2003 Increase in profit -47 % Share prices in 2003 Rs 400 Recd many awards
Suppliers
M&M chose worlds top suppliers: Fukui, Fuji,
Wooshin, Durr, Lear, Visteon, Bridgestone etc. Suppliers did not play just an ancillary role A manufacturing rarity Innovative sourcing system to lower the cost M&M played the role of an integrator
Cross-functioning method
Made sure there is zero manufacturing difficulties Project teams asked customers wanted
SUV unique