Mahindra Tractors in the United States

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTR298 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges


International Business | Entry and Expansion Strategies
Case Length : 14 Pages
Period : 1994-2008
Pub Date : 2008
Teaching Note : Not Available
Organization : Mahindra & Mahindra
Industryy : Auto and Ancillaries
Countries : United States


Mahindra USA (MUSA), a wholly-owned subsidiary of Mahindra & Mahindra Ltd., a India-based automobile company, was established in 1994 in Tomball, Texas. The case discusses the company's entry strategy in the US, a market that was known for fierce competition. MUSA entered the US market with compact utility tractors, a segment that was underserved. The company began by importing tractors from India and later set up assembly plants in the US where it assembled CKD kits imported from low-cost manufacturing centers such as India and other Asian countries. The case then talks about the company's initiatives to build the business including customer relationship management, brand building, etc. The case ends with a brief discussion on MUSA's future prospects in the US.


Learn the entry strategy of an automobile company.

Analyze the reasons for the success of a little known company from a developing country in one of the most competitive markets such as the US.

Understand the importance of market segmentation, customer relationship management, brand identity, pricing policy.


  Page No.
Introduction 1
Background 2
Mahindra Tractors in the US 4
The Secrets of MUSA's Success 5
Outlook 7
Exhibits 8


Mahindra & Mahindra, Entry strategy, Dealer management, Mahindra USA, American tractor market, Customer service, John Deere, CNH Global

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