Abstract

Mahindra & Mahindra started its E-Business initiatives in 1995. E-Business started with the launch of a dedicated network across 8 manufacturing locations, 33 area offices and 4 branch offices. In June 1996, M&M launched its website mahindraworld.com, which was one of the first corporate websites. In 2000, M&M extended the Intranet to three websites dedicated to suppliers and dealers of the automotive and farm equipment sectors. In the same year, it started CRM and SCM initiatives, which helped in analyzing customer buying behavior and product development with the help of data mining tools. All these initiatives seemed to have paid off and in 2003 M&M’s farm equipment sector won Japan’s prestigious Deming award.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• E-Business, Supply Chain Management, Customer Relationship Management.

Keywords

Mahindra & Mahindra, E-Business, CRM, SCM, mahindrascorpio.com, mahindra-bolero.com, ERP, B2B, B2C, Ford Motor Company, E-Ventures, Farm Equipment Sector