Mahindra Tractors in the United States
|
|
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:
OR

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
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
|

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.
|
|
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.
Contents:
Keywords:
Mahindra & Mahindra, Entry strategy, Dealer management,
Mahindra USA, American tractor market, Customer service, John Deere, CNH Global
Mahindra Tractors in the United States
- Next Page>>
|