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Competitive Strategies Case Study

Case Title:

India’s Mahindra and Mahindra: Can it Become Global Leader in Tractor Business?

Publication Year : 2010

Authors: Thaokar A, Chaganty S

Industry: Automobiles


Case Code: COM0251IRC

Teaching Note:  Available

Structured Assignment: Not Available

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Mahindra and Mahindra (M&M) has recently forged a joint venture with Jiangsu Yueda Yancheng Company Ltd to manufacture tractors for export and the local Chinese agricultural market. M&M had a presence in China in the form of a joint venture with Jiangling Motor Company Group. M&M foresees that China will prove to be a significant platform to propel M&M exports to countries where the demand for agricultural equipment is untapped at Chinese cost structures. The main reasons for M&M entering into the Chinese market was the demand for powerful equipment, and increased Chinese expenditure in the agricultural market to meet the demand for rising food consumption. The case focuses on M&M's strategic initiatives to strengthen its position and establish itself as one of the leading manufacturers of tractors in the world.

Pedagogical Objectives:

  • To M&M's business in India as a leading tractor player.
  • To M&M's Chinese joint venture initiatives.
  • To strategic steps to tap the opportunities in the global market

Keywords : Core business; Leadership; Farm industry; Farm equipment sector; Mahindra and Mahindra farm equipment sector (M&M FES); Chinese tractor industry; Global tractor industry; Agricultural policies; Customer; Quality focus; Chinese market; Exports

Contents : 
Mahindra and Mahindra Tractors
Company Wise Tractor Sales
Global Aspirations
Satisfaction with Mahindra Based
World market for Tractors
Chinese Agricultural Policy

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