Mahindra 'Rise': New Vision, Core Purpose and Positioning Statement

Mahindra 'Rise': New Vision, Core Purpose and Positioning Statement
Case Code: BSTR394
Case Length: 15 Pages
Period: 2011
Pub Date: 2011
Teaching Note: Not Available
Price: Rs.400
Organization: Mahindra Group
Industry: Diversified
Countries: India; Global
Themes: Corporate Strategy , Vision, Mission
Mahindra 'Rise': New Vision, Core Purpose and Positioning Statement
Abstract Case Intro 1 Case Intro 2 Excerpts

About Mahindra Group

The Mahindra Group was started in 1945 by Mahindra brothers JC Mahindra and KC Mahindra as a steel trading company. After Ghulam Mohammad joined them, they set up a franchise for assembling jeeps from Willys, USA. After India got its Independence in 1947, Ghulam Mohamed left the partnership. Soon after, the company was renamed Mahindra & Mahindra Ltd.(M&M). It became a public limited company in 1955. Over the next few decades, the Group promoted many companies in areas as diverse as hotels, financial services, auto components, information technology, infrastructure development, and trading.

In 1958, Mahindra entered into an agreement with Birfield5 to form Mahindra Sintered6 Products Private Limited for manufacturing a wide range of self-lubricating bearings. In 1968, the company's instrumentation and electronics division was set up. In 1984, Mahindra entered into a collaboration agreement with Foramer, for the purchase of Ile d'Amsterdam, at a price of US $10.75 million. Mahindra signed a memorandum of understanding with British Telecom in 1985 for joint exploration and development of opportunities in telecommunication and other technical fields in India. In September 1989, it acquired the automotive pressing unit at Kanhe from Guest Keen Williams (GKW). In 1994, with the intention of achieving global sales, it set up its wholly-owned subsidiary, Mahindra USA...

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