1. INDIAN SUV ‘SCORPIO’ TAKES ON
GLOBAL PLAYERS IN US MARKET
International Marketing & Export Management
Presented by:
Arpita Shahi 112740
Jush Shrestha 112817
Nitesh Jung Joshi 112736
Swechha Dhakal 112755

2. COMPANY BACKGROUND
 Mahindra & Mahindra is one of the largest automobile
manufacturer’s by production in India.
 It’s birth began when K.C. Mahindra visited the United
States of America as Chairman of the India supply
mission.
 Initially setup to manufacture general purpose utility
vehicles, it was first known for assembly of the iconic
jeep in India.
 The company later branched out in manufacture of light
commercial vehicles(LCVs) and agricultural tractors;
rapidly growing from being a manufacturer of army
vehicles and tractors to an automobile major with a
growing global market

3. CONTD.
 TYPE : Public
 FOUNDED : 1945
 HEADQUARTERS : Mumbai, India
 Promoters : Mr.Keshub Mahindra(chairman), Mr.Anand G
Mahindra(vice chairman and managing director)
 INDUSRTY : Automotive
 REVENUE : US $ 7 billion (2011)
 EMPLOYEES : 15,147(2011)

4. MAJOR PLAYERS IN INDIAN MARKET
 Maruti Suzuki India Limited
 Hyundai Motors India Limited
 Tata Motors
 Mahindra & Mahindra Limited
 Hero Honda Motors Limited
 Bajaj Auto
 Hindustan Motors
 Honda SIEL Cars India Limited
 General Motors India Private Limited
 Toyota Kirloskar Motor Private Limited

5. CASE QUESTIONS: AREAS OF RESEARCH
Primary Secondary
 Vehicle performance in  Communication plan
USA market  Competitive analysis
 Distribution channel in
USA
 Pricing strategy

6. SCOPE OF MARKETING SUV IN USA
 Focus on Mid size SUV (Fuel efficiency)
 To ensure Global Market participation
 US economy is the biggest economy in the
world. Therefore, once the product goes
well in US market, then it will definitely
create a unique brand image all over the
world
 Due to the huge Indian Population in US,
they can help spread good message in US
market

7. SUGGESTIONS FOR PRIMARY RESEARCH
 Direct Observation
 Market Survey
 Focused Group

8. SUGGESTIONS FOR SECONDARY RESEARCH
 Commercial Market research organizations
 The Government
 Competitors Reports and Catalogues
 Trade Publications
 Auto Shows
 General Media

9. TOOLS OF RESEARCH FOR POSSIBLE
PRICING
 Market Survey
- Personal Interview
- Mail out
- Telephone
- Questionnaires
 Focus Group

10. PROBLEMS THAT MAY ARISE IN QUESTIONNAIRE
DEVELOPMENT AND DATA COLLECTION
 Informed Consent:
 Few of the selected participants might be in hurry and may not
be honest
 The selected sample audience might not be appropriate and
their input might be irrelevant
 Increase likelihood of socially desirable responses in Personal
Interview
 Relatively time consuming and expensive
 No database contains the full list of population
 Need to keep questions short in Telephone interviews

11. WAYS TO ADDRESS THE PROBLEMS IN
QUESTIONNAIRE DEVELOPMENT AND DATA
COLLECTION
 Choosing short, right, relevant and specific
questions in the questionnaire
 By avoiding rush hours and busy places while
doing survey
 Choosing the right/appropriate sample
 the regular customers/visitors in SUV showrooms and
AUTO expos
 Emphasizing on close ended questions
 Focusing on online survey

12. WHY DELAY IN LAUNCH OF MAHINDRA'S
SUV IN US MARKET?
 Unfavorable pricing
 New and unfamiliar brand in US
 SUV market in US is already overcrowded by
major players
 Georgia based dealer of Mahindra filed a case in
US for dealership conflict among US automobile
dealers.
 Lack of efficient promotion in US
 Regulatory approval issue

13. RECOMMENDATIONS
 Creating awareness about the “Scorpio” in U.S.
 Find exactly what type of SUV American wants
 Competitive Pricing
 Modification of the overall design