Business Case Studies, Going Global & Managing Global Businesses Case Study, Cairn India

print page
Tell A Friend
Bookmark
 

Case Categories

Going Global & Managing Global Businesses Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Mahindra Scorpio Entering the US Auto Market: Advent of a Global Brand?

Publication Year : 2010

Authors: Chakraborty I, Ray K, Syed A

Industry: Automobiles

Region:Global

Case Code: GGL0070IRC

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
Scorpio', a sports utility vehicle (SUV) launched by Mahindra & Mahindra (M&M) in 2002, received several 'Car of the Year' awards and became an instant hit in India. Within a few years it helped to increase the overall growth rate of the premium utility vehicle segment of the country. In 2004, M&M started exporting Scorpio to other continents. As of mid-2008, Scorpio was being exported to Europe, Africa, Asia, Middle East, South America and Australia. Gradually, with its overseas success, the company decided to launch the product in the US, the most competitive market in the world, in 2009. While some analysts opined that being a relatively unknown brand from an Indian company would negatively affect Scorpio's prospects in the US, the company officials were bullish. The recent trend in the US automobile industry suggested a shift towards smaller SUVs and cars due to a massive oil and gas price hike. Consequently, the company felt that there was a space for vehicles like Scorpio in the US market. However, whether Scorpio could make a mark in the US or not, was yet to be seen.

Pedagogical Objectives:

  • To get an insight on the growth and evolution of M&M as an automobile manufacturer and its strategies for Scorpio in India
  • To understand M&M's globalisation strategy
  • To analyse M&M's marketing strategy for US customers.

Keywords : Scorpio; Mahindra & Mahindra; Sports Utility vehicle (SUV); Anand Mahindra; Global vehicles; US automobile market; Globalistion; Pick-up trucks; 'Car of the Year'; Marketing strategy; Automotive industry; Emerging automobile manufacturer; Emerging giants; Indian automobile manufacturer; Smaller SUV

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»






Contact us: IBS Case Development Centre, Plot No. #44, Nagarjuna Hills, Punjagutta, Hyderabad - 500082. INDIA
Ph: (+91) 40 23435310/11, 23435393 Fax: (+91) 40 23430288
E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap