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