This case study looks into the growth of Mahindra & Mahindra Limited (M&M), an Indian multinational automobile manufacturing corporation, regarding strategies that helped them to climb up the ladder in global and international market in automotive sector.
2. Automobile Industry
Mahindra & Mahindra was established in 1945 as a steel trading company. It took hold of business opportunity in the manufacture and selling of MUVs. Its first vehicle was the assembly of Willy's jeep in India. It was soon able to establish as a jeep manufacturer in India. It later started manufacture of light vehicles (LCVs) and agricultural tractors. UV Scorpio, a product of Mahindra & Mahindra is one of the best selling SUV in India.
In 1977. International Tractor Company of India merged with M&M to become its tractor division and managed to be the market leaders of Indian tractor market to this day. IN 2005. M&M entered into a joint venture with Navistar Inc USA to build a range of indigenously developed commercial vehicles for Indian terrain
The Brand Trust Report ranked M&M has the 10th most trusted brands in India. It is a US $ 16.7 billion corporation employing more than 180,000 people all around the world. It has not limited itself only to the field of automobile industry but also in financial services, leisure and information technology.
The automobile industry in India is one of the largest and fast growing automotive markets in the world. It is also the 6th largest manufacturing industry in the world.
2.2 Product and services
The initial products were mainly focused on utility vehicles and tractors but by 2005, it focused on midsized sedan in India called Logan which was a joint venture with Renault to manufacture ...
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• Substitute modes such as public transport like trains, metro and buses
Sustainability of Automobile Industry
Fuel prices and consumption is increasing day by day so it is necessary to find an alternate fuel energy driven vehicle. Foreseeing the future, Mahindra started production of vehicles that run on alternate energy called e2o. The hybrid car market is not fully established and therefore Mahindra will need time to make developments.
Distribution and Logistics
Mahindra is continuously innovating and evolving to reduce the supply and shop distance. Various methodologies have been made practice like the just in time supply chain. Just in time supply chain means the storage of unused inventory is a waste of resources.
It recognizes the importance of just in time supply chain management for greater efficiencies in operation and reduced cost of inventory
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