Mahindra & Mahindra's E- Business Initiatives

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Case Details:

Case Code : ITSY037
Case Length : 12 Pages
Period : 1995 - 2003
Pub Date : 2004
Teaching Note : Available
Organization : Mahindra & Mahindra
Industry : Automobile
Countries : India

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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.

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Introduction Contd...

The sites teammahindra.com and kisanmitra.com, created to do business with the dealers of utility vehicles and farm equipments respectively, made it easier and faster for M&M to get orders from the dealers and to know about the status of sales at each dealer's outlet.

In addition to these initiatives, M&M also launched product-focused sites, such as mahindrascorpio.com and mahindra-bolero.com.

These sites were aimed at making customers aware of the features of Scorpio⁵ and Bolero⁶ and consequently increase their sales.

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M&M also used Customer Relationship Management (CRM) as a data-mining tool. CRM helped M&M to know about the problems in the existing products, if any, and develop new products with the help of information collected from the customers about the vehicles'performance.

Background Note

The two brothers, J.C.Mahindra and K.C.Mahindra, in 1945 nurtured a dream, to introduce the GPU vehicle used in the battlefields of World War II. The GPU vehicle, often known as the jeep, was famous for its ruggedness and ability to run on rough terrain. The Mahindras and Ghulam Mohammed formed the company, Mahindra & Mohammed, in 1945. Mahindra & Mohammed Limited was incorporated on October 2, 1945, as a private limited company and was renamed as Mahindra & Mahindra Ltd., on January 13, 1948...

Excerpts >>

5] It is a sports utility vehicle, launched in 2002 by M&M and targeted towards the premium segment.

6] A multi utility vehicle launched in 2000, keeping in mind, the need of urban customers. It comes in three models, GLX, LX and Standard LX.

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