53240476 scorpio ppt by amgss

8/2/2019 53240476 Scorpio Ppt by Amgss

1/26

Powerpoint Templates

Page 1

CASE STUDY OF SCORPIO

PRESENTED

BYSHARAD JADHAV

SHYAM PRASAD

MANISH KUMAR

ARCHANA CHORDIYAGAURAV DESHWAL
http://www.powerpointstyles.com/http://www.powerpointstyles.com/


2/26


Page 2


3/26


Page 3

HISTORY

The birth of Mahindra and Mahindra beganwhen K.C. Mahindra visited the UnitedStates of America as Chairman of the India

supply mission. There he met:-

BARNEY ROOS Inventor of Jeep

Joined hands with Ghulam Mohammed.


4/26


Page 4

On 2nd October 1945,Mahindra and

Mohammed was setup as a franchise forassembling jeeps from Willys,U.S.A.

After Independence renamed to Mahindra& Mahindra.

Total turnover of 6.7 billion dollars as of2008.


5/26


Page 5

VISION STATEMENT INDIANS are second to none in the world

The founders of our nation and of our

Company passionately believed this. We will prove them right by believing in

ourselves and by making Mahindra &

Mahindra limited known world wide for the

quality of its products and services.


6/26


Page 6

Scorpio-the Bottom upProgramme

Indias First Indigenously Developed SUV

It Was Launched In June 2002.

M&M Started Work On Project Scorpio From 1997.

It Was Designed To Target Urban Market To Fulfill The

Demand Of Passenger Car As Well As SUV Fans And

Having Comfort And Elegance

The UVs Design Fall Between Passenger Car And SUV

Called Car Plus


7/26Powerpoint Templates Page 7

JOURNEY OF M&M Set up in 1945 as the manufacturer of general purpose utility

vehicles.

Later diversified into manufacturer of Tractors and light commercial

vehicles (LCV)

Further diversified their business into trade and finance relatedservices, information technology and infrastructure development

through joint venture and alliance.

By the end of 1960 company began manufacturing vehicles

indigenously .

Its production unit are Mumbai, Nasik, Igatpuri (Maharashtra) and

Zaheerabad (A.P.)


8/26Powerpoint Templates Page 8

Why the project launched ?

From the year 1992company faced tremendouscompetition specially from Telco.

The sale from 1994 to 1997 was

Tata Sumo- 100000 units and M&M UV- 26321 units

M&Ms vehicles are more suitable for rough terrain than

on urban road, works against it

Took benefit of the small size UV market which is 15% of

total vehicle market compared to Asians average (40%)D


9/26

Powerpoint Templates Page 9

DEVELOPMENT OF

INFRASTRUCTURE Set up plant at Nasik at a cost of $120 million and capacity was

40000 units.

Three new world class lines were set up at the plant of manufacture

component.

A paint shop ,collaboration with Durr of Germany.

Company developed integrated design and manufacturing (IDAM)

system.

Entire system of production was fully automated and company have

well trained workers.


10/26


Development of Scorpio

Made survey and collect customer preference and perception for

designee and feature .

Introduction of Quality Function Development(QFD) Process.

Created a benchmark according to world class SUVs

a) Big size

b) Latest technology

c) Affordable Price

d) Have thrill and passion in driving

e) Have Luxury

f) International vehicles define image


11/26


How Supplier Were Involved?

Company Involve Its Suppliers From Beginning ToEnd.

Company Collaborated With Suppliers On Product

Design And Development.

Company Make Them Partners In The Scorpio

Project.

The Most Important Contact For ---

Petrol EnginesWith Renault Of France

Diesel Engines -With AVL Of Austria
http://www.powerpointstyles.com/http://www.powerpointstyles.com/http://www.powerpointstyles.com/


12/26


M&M Only Gave Specification About What They Wanted

From The Vendors & Suppliers And Responsibility For

Overall Quality It One Of The Reliable Suppliers.

Company Decentralized Its Vendor System And Result

Better Management Resources And Higher Quality .

Company Gave Complete Autonomy Also Allowing Them

To Employ On Conventional And Unproven Process And

Did Not Change Its Product Specification Constantly.

Company Did Not Make Its Suppliers Wait.

Suppliers Setup Their Facility At Companies Plant.


13/26


STRENGTH

1. The companys ability to

introduce new products in themarket and to generate sales.2. Collaboration with big

companys.3. Government incentives for

manufacturing plants.

4. Large domestic market.

WEAKNESS

1. Infrastructure bottleneck

2. High interest costs and highoverheads make theproduction uncompetitive.

3. One unit for manufacturing.

OPPORTUNITY

1. Rising rural demand

2 Increase in the income level

3 Commercial vehicles : ban onoverloading.

THREATS

1. Rising input costs

2. Cut throat competition.

2. Maintain low cost.

SWOT ANALYSIS


14/26


The Team Development And Function

The Team Was Having 120 Members Of Average Age 27 Years

Of 19 Teams.

Apart From Traditional Approach ,They Worke Crossfunctionaly.

The Team Had Holistic View.

Teams Were Made Responsible For Cost , Quality And

Performance.

Cost Target Was Given To Each Team, called Designed To

Cost.


15/26


Testing And Validation

74 Vehicles Made For Testing .

Components Were Tested With Its Combination.

Passed Through Nova-c.


16/26


The Success Story Of LaunchingScorpio

It Was Launched With Three Models.

1000 Units Were Booked Within The Launch Of First Week.

In 2003 Companies Income Rose By 22%.

Breaking The Tradition Of UV,Scorpio Is Being Used Primarily As

Personal Vehicle.

Survey In 2004 Shows That Scorpio Byers Were Satisfied.

It Extensively Tested,so It Has No Run Time Defect After Launching

In Market.


17/26


MARKETING STRATEGIES ADOPTED

First and foremost, they tried to provide a statusof Pajero in Scorpio at affordable price.

Advertising, Public Relation, Massmedianothing was left to make brand popular.

Scorpio adopted penetrative pricing strategy

positioned between 5-7 lakhs.


18/26


The Mahindra Scorpio is sold across the world in countries such as:

India

Italy

France

Spain

Turkey

Sri Lanka

Nepal

Bangladesh Egypt

Russia

Malaysia

South Africa Qatar

Brazil

Chile:The Scorpio Pick Up is the first passenger vehicle of the Mahindrabrand to be offered in Chile, and both were presented to the press the

night of July 25, 2007.
http://www.powerpointstyles.com/http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Spainhttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Russiahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Qatarhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/Chilehttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Qatarhttp://en.wikipedia.org/wiki/South_Africahttp://en.wikipedia.org/wiki/Malaysiahttp://en.wikipedia.org/wiki/Russiahttp://en.wikipedia.org/wiki/Egypthttp://en.wikipedia.org/wiki/Bangladeshhttp://en.wikipedia.org/wiki/Nepalhttp://en.wikipedia.org/wiki/Sri_Lankahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/wiki/Spainhttp://en.wikipedia.org/wiki/Francehttp://en.wikipedia.org/wiki/Italyhttp://en.wikipedia.org/wiki/Indiahttp://www.powerpointstyles.com/


19/26


Cont

As they were targeting urban areas, strongerdistribution channels were needed.

Scorpio was launched in phase manner i.e. firstin metros and then other cities were covered soas to ensure the attention towards main market

first.


20/26


THE SCORPIO IMPACT ON M&M

Revenue of Mahindra increased from Rs 1827cr.to Rs. 2511cr. with better returns to their shareholders.

Profit also zoomed up from Rs. 102 cr. to 147 cr.

in FY 03.


21/26


Future Directions - World classproduct goes global

Having done well in the domestic market, Mahindra and

Mahindra is now moving forward on its path to become a

global niche player.

It is stretching its activities in foreign markets.

The company is in the process of negotiating joint

ventures in markets like Spain, Italy, South Africa,

Indonesia, Russia, Equador for marketing of Scorpio.


22/26



23/26


Criticism

Some Companies Said That M&M did NotHave The Capacity To Produce VehiclesInhouse .

No Crash Testing.

M&M Did Not Re-designed Its Product(Scorpio).


24/26


CONCLUSION-

Thus Scorpio has proved as a Milestone for M&M and the

Indian Automobile Industry.

It has given a unique place To M&M in Indian market because ,It

was innovated with High quality, Reliability, flexibility, Style ,

Driving Comfort etc.

In short it offered a customized product. hence, again

Operations components: Time, quality & technology made A

Success story.


25/26



26/26


53240476 scorpio ppt by amgss

Documents