Mahindra Tractors in the United States

Strategic Management|Management Strategy |Business Strategy Case Study|Business Strategy|Case Study|Case Studies

ICMR HOME | Case Studies Collection

To download Mahindra Tractors in the United States case study (Case Code: BSTR298) click on the button below, and select the case from the list of available cases:

Buy With PayPal

» Business Strategy Case Studies
» Case Studies Collection
» Business Strategy Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Case Studies by Area
» Case Studies by Industry
» Case Studies by Company

Custom Search

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Chat with us

Please leave your feedback

Case Details:			Price:
Case Code	:	BSTR298	For delivery in electronic format: Rs. 300; For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extra Themes International Business \| Entry and Expansion Strategies
Case Length	:	14 Pages
Period	:	1994-2008
Pub Date	:	2008
Teaching Note	:	Not Available
Organization	:	Mahindra & Mahindra
Industryy	:	Auto and Ancillaries
Countries	:	United States

Abstract:

Mahindra USA (MUSA), a wholly-owned subsidiary of Mahindra & Mahindra Ltd., a India-based automobile company, was established in 1994 in Tomball, Texas. The case discusses the company's entry strategy in the US, a market that was known for fierce competition. MUSA entered the US market with compact utility tractors, a segment that was underserved. The company began by importing tractors from India and later set up assembly plants in the US where it assembled CKD kits imported from low-cost manufacturing centers such as India and other Asian countries. The case then talks about the company's initiatives to build the business including customer relationship management, brand building, etc. The case ends with a brief discussion on MUSA's future prospects in the US.

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

Issues:

» Learn the entry strategy of an automobile company.

» Analyze the reasons for the success of a little known company from a developing country in one of the most competitive markets such as the US.

» Understand the importance of market segmentation, customer relationship management, brand identity, pricing policy.