INDIAN SUV ‘SCORPIO’ TAKES ON GLOBAL PLAYERS IN US MARKET
International Marketing & Export Management
Presented by:
Arpita Shahi 112740
Jush Shrestha 112817
Nitesh Jung Joshi 112736
Swechha Dhakal 112755
COMPANY BACKGROUND
Mahindra & Mahindra is one of the largest automobile manufacturer’s by production in India.
It’s birth began when K.C. Mahindra visited the United States of America as Chairman of the India supply mission.
Initially setup to manufacture general purpose utility vehicles, it was first known for assembly of the iconic jeep in India.
The company later branched out in manufacture of light commercial vehicles(LCVs) and agricultural tractors; rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market
CONTD.
TYPE : Public
FOUNDED : 1945
HEADQUARTERS : Mumbai, India
Promoters : Mr.Keshub Mahindra(chairman), Mr.Anand G Mahindra(vice chairman and managing director)
INDUSRTY : Automotive
REVENUE : US $ 7 billion (2011)
EMPLOYEES : 15,147(2011)
MAJOR PLAYERS IN INDIAN MARKET
Maruti Suzuki India Limited Hyundai Motors India Limited Tata Motors Mahindra & Mahindra Limited Hero Honda Motors Limited Bajaj Auto Hindustan Motors Honda SIEL Cars India Limited General Motors India Private Limited Toyota Kirloskar Motor Private Limited
CASE QUESTIONS: AREAS OF RESEARCH
Vehicle performance in USA market
Distribution channel in USA
Pricing strategy
Communication plan Competitive analysis
Primary Secondary
SCOPE OF MARKETING SUV IN USA
Focus on Mid size SUV (Fuel efficiency)
To ensure Global Market participation US economy is the biggest economy
in the world. Therefore, once the product goes well in US market, then it will definitely create a unique brand image all over the world
Due to the huge Indian Population in US, they can help spread good message in US market
SUGGESTIONS FOR PRIMARY RESEARCH
Direct Observation Market Survey Focused Group
SUGGESTIONS FOR SECONDARY RESEARCH
Commercial Market research organizations The Government Competitors Reports and Catalogues Trade Publications Auto Shows General Media
TOOLS OF RESEARCH FOR POSSIBLE PRICING
Market Survey- Personal Interview
- Mail out- Telephone- Questionnaires
Focus Group
PROBLEMS THAT MAY ARISE IN QUESTIONNAIRE DEVELOPMENT AND DATA COLLECTION
Informed Consent: Few of the selected participants might be in hurry and
may not be honest The selected sample audience might not be
appropriate and their input might be irrelevant Increase likelihood of socially desirable responses in
Personal Interview Relatively time consuming and expensive No database contains the full list of population Need to keep questions short in Telephone
interviews
WAYS TO ADDRESS THE PROBLEMS IN QUESTIONNAIRE DEVELOPMENT AND DATA COLLECTION
Choosing short, right, relevant and specific questions in the questionnaire
By avoiding rush hours and busy places while doing survey
Choosing the right/appropriate sample the regular customers/visitors in SUV
showrooms and AUTO expos Emphasizing on close ended questions Focusing on online survey
WHY DELAY IN LAUNCH OF MAHINDRA'S SUV IN US MARKET?
Unfavorable pricing New and unfamiliar brand in US SUV market in US is already overcrowded by
major players Georgia based dealer of Mahindra filed a
case in US for dealership conflict among US automobile dealers.
Lack of efficient promotion in US Regulatory approval issue
RECOMMENDATIONS
Creating awareness about the “Scorpio” in U.S.
Find exactly what type of SUV American wants
Competitive Pricing Modification of the overall design
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