Im sem 4
- 1. A study on brand building of mahindra & mahindra cars in International market Submitted by Shah Aafreen Mohammed Amin For the partial fulfillment of the reward of the Degree Of Master Of Commerce In Business Management Part II - Semester IV For the Subject of International Management Under The Guidance Of Dr. Amit Prajapati K. J. SOMAIYA COLLEGE OF SCIENCE & COMMERCE Vidyavihar, Mumbai 400077.
- 2. Mahindra and Mahindra Limited (M&M) is an Indian multinational automobile manufacturing corporation headquartered in Mumbai Maharashtra, India. It is one of the largest vehicle manufacturers by production in India and the largest manufacturer of tractors across the world. It is a part of Mahindra Group, an Indian conglomerate. . It was ranked as the 10th most trusted brand in India, By The Brand Trust Report, India Study 2014. It was ranked 21st in the list of top companies of India in Fortune India 500 in 2011. Its major competitors in the Indian market include Maruti Suzuki, Tata Motors, Ashok Leyland, Toyota, Hyundai, Mercedes-Benz (Merc) and others. About Mahindra & Mahindra Ltd.
- 3. The entry of mahindra &mahindra ltd in international market. Mahindra started making passenger vehicles firstly with the Logan in April 2007 under the Mahindra Renault joint venture.M&M made its maiden entry into the heavy trucks segment with the Mahindra Truck and Bus Division, the joint venture with International Truck, USA.
- 4. International assembly plants of mahindra & mahindra It owns assembly plants in India, Mainland China(PRC),the United Kingdom,and has three assembly plants in the United States. Mahindra maintains business relations with foreign companies like Renault SA, France.
- 5. Brand building Brand building is an integral aspect of personal and business development. It not only increases the voice and consumer awareness of a brand, but it also gives it an identity and worth. The advent of participatory and interactive platforms has given many businesses the chance to enhance brand awareness and equity.
- 6. Mahindra & Mahindra international brand portfolio. Cash cows High end prestige Scorpio Bolero XUV 500 Rexton Quanto Low end entry level Verito Flanker
- 7. The Mahindra Scorpio is a four-wheel drive SUV manufactured by Mahindra & Mahindra Limited (M&M), the flagship company of the Indian Mahindra Group It was the first SUV from the company built for the global market. The Scorpio has been successfully accepted in international markets across the globe. MAHINDRA SCORPIO AN INTERNATIONAL BRAND The Scorpio was conceptualized and designed by the in-house integrated design and manufacturing team of M&M. The car has been the recipient of three prestigious Indian awards: the "Car of the Year" award from Business Standard Motoring as well as the "Best SUV of the Year" and the "Best Car of the Year" awards, both from BBC World Wheels. The first SUV built for the global market
- 8. Strategy adopted by mahindra and mahindra M&M concerntrated on the niche segment, vehicle in between the passenger cars and SUV s It differentiated itself from its competitors by positioning it as both luxury and adventure They came up with a new engine for a new car design which was the major element of differentiation for mahindra The campany came up with scorpio which was designed according to the customer’s preferences. The Mahindra Scorpio is sold across the world in countries such as: Australia, Bangladesh, Brazil, Chile, Colombia, France, Italy, Nepal, Qatar, Egypt, Malaysia, Russia, Spain, South Africa, Sri Lanka, Trinidad and Turkey.