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    Indian Suv Scorpio' Takes On Global Players in Us Market: Presented To - Dr. Gautam Dutta

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    Amrit Patnaik
    The Indian SUV 'Scorpio' is attempting to take on global players in the US market. [1] Mahindra & Mahindra, India's largest automaker, launched the Scorpio SUV which redefined expectations for SUV design in India with its powerful performance and sturdy looks. [2] However, the Scorpio is facing challenges in the crowded US SUV market as an unfamiliar brand, including unfavorable pricing, regulatory issues, and dealership conflicts. [3] To sustain in the US market, Mahindra is practicing alternative thinking, customer relationship management, green technology, and brand enhancement to meet global challenges.

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    Indian Suv Scorpio' Takes On Global Players in Us Market: Presented To - Dr. Gautam Dutta

    Uploaded by

    Amrit Patnaik
    173 views14 pages
    The Indian SUV 'Scorpio' is attempting to take on global players in the US market. [1] Mahindra & Mahindra, India's largest automaker, launched the Scorpio SUV which redefined expectations for SUV design in India with its powerful performance and sturdy looks. [2] However, the Scorpio is facing challenges in the crowded US SUV market as an unfamiliar brand, including unfavorable pricing, regulatory issues, and dealership conflicts. [3] To sustain in the US market, Mahindra is practicing alternative thinking, customer relationship management, green technology, and brand enhancement to meet global challenges.

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    The Indian SUV 'Scorpio' is attempting to take on global players in the US market. [1] Mahindra & Mahindra, India's largest automaker, launched the Scorpio SUV which redefined expectations for SUV design in India with its powerful performance and sturdy looks. [2] However, the Scorpio is facing challenges in the crowded US SUV market as an unfamiliar brand, including unfavorable pricing, regulatory issues, and dealership conflicts. [3] To sustain in the US market, Mahindra is practicing alternative thinking, customer relationship management, green technology, and brand enhancement to meet global challenges.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    173 views14 pages

    Indian Suv Scorpio' Takes On Global Players in Us Market: Presented To - Dr. Gautam Dutta

    Uploaded by

    Amrit Patnaik
    The Indian SUV 'Scorpio' is attempting to take on global players in the US market. [1] Mahindra & Mahindra, India's largest automaker, launched the Scorpio SUV which redefined expectations for SUV design in India with its powerful performance and sturdy looks. [2] However, the Scorpio is facing challenges in the crowded US SUV market as an unfamiliar brand, including unfavorable pricing, regulatory issues, and dealership conflicts. [3] To sustain in the US market, Mahindra is practicing alternative thinking, customer relationship management, green technology, and brand enhancement to meet global challenges.

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    of 14

    INDIAN SUV ‘SCORPIO’ TAKES ON

    GLOBAL PLAYERS IN US MARKET

    Presented to – Dr. Gautam Dutta


    Introduction
    • Largest Automobile Manufacturer
    by production in India
    • Birth began when K.C Mahindra
    visited USA as chairman of Indian
    supply mission
    • Initially setup manufacture of
    general purpose utility vehicle
    • First known for assembly of iconic
    Jeep in India.
    • Later manufactured Light
    commercial vehicle (LCVs) and
    agricultural tractors
    INDUSTRY OUTLOOK

    Founded Headquarter Industry Revenue Employees


    1945 Mumbai, India Automotive US $ 7 15147
    Billion

    Mahindra and Mahindra


    M&M IN INDIA
    Mahindra & Mahindra was founded as a steel
    trading company on October 2, 1945 in Ludhiana
    as Mahindra & Muhammed by brothers Kailash
    Chandra Mahindra and Jagdish Chandra
    Mahindra along with Malik Ghulam Muhammad

    During on partition of India, one of the partners -


    Ghulam Mohammad - returned to Pakistan. As a
    result, the company was renamed to Mahindra &
    Mahindra in 1948.

    It started its operation as a manufacturer of


    general-purpose utility vehicles later expanding to
    manufacture light commercial vehicles (LCVs)
    and agricultural tractors as well as army vehicles.
    Value for Money

    Well respected manufacturers

    Technologically advanced

    Suitable for city driving

    Makes VALUE FOR MONEY


    vehicles

    Proud to own
    M&M ENTERY INTO INDIAN PASSENGER CAR
    SEGMENT
    In the year 2000 they launched Bolero GLX (a
    utility vehicle) in response to the needs of urban
    consumer.

    They also launched Scorpio, a new generation,


    world-class sports utility vehicle which has
    redefined the expectations for the design of SUVs
    with its sturdy looks and powerful performance.

    In April 2007 it began the manufacture of Logan


    under the Mahindra Renault collaboration.
    After the considerable success of Logan, M&M
    started launching a wide range of LCVs and three
    wheelers as well as SUVs. In the present time,
    Bolero has gained immense popularity in India. It is
    one of the most opted vehicles in its class
    MAJOR PLAYERS IN
    INDIAN MARKET Maruti Suzuki India Limited (MSIL)
    • Market share = 51%
    • Relatively low price segments

    Hyundai Motors India Limited


    • Market Share = 6%
    • Relatively middle price segments

    Tata Motors
    • Market share = 18%
    • Relatively low-middle price segments
    MAJOR PLAYERS IN Mahindra & Mahindra
    INDIAN MARKET • Market share = 10.7%
    • Relatively middle price segments

    Honda SIEL Cars India Limited


    • Market share = 5.17%
    • Relatively middle-high price segments

    Toyota Kirloskar Motor Pvt. Ltd.


    • Market share = 4.28%
    • Relatively middle-high price segments
    MARKETING AND TARGET AUDIENCE

    Target niche market

    Unconventional marketing
    campaign

    Investment in promotional
    purpose
    PRICING STRATEGY

    Different price range for different models

    • 2-door single-cab pickup truck


    • 4-door truck
    • 5-door SUV
    Good warranty

    • 60000miles/4hrs
    Penetrating pricing scheme
    • Discourage competitions
    Scorpio Failing in Unfavorable Pricing

    US Market New and Unfamiliar brand in


    the US

    SUV Market in US is already


    crowded by major players

    Georgia based dealer of Mahindra


    filed a case in US for dealership
    conflict among US automobile
    dealers

    Regulatory approval Issues


    Sustainability In US Market

    Mahindra have been practicing


    Alternative thinking across various
    disciplines
    Customer relationship management

    Introduction of green technology.

    Brand enhancement

    Meeting global challenges of climate change


    CONCLUSION
    THANK YOU!

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