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Swot Analysis Of Mahindra Car

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Mahindra and Mahindra Limited (M&M)

Mahindra SCORPIO
“Nothing else will do”

(Under the Guidance of Dr. Kanwal Kapil)

Abhinav Garg (14P002) Deepak Shinde (14P015)

Kamakshi Kaul (14P023) Rohit Shankarmani (14P040)

Tushar Sharma (14P055) Wazeem Ashraf (14P060)

Executive Summary

This aim of this project was to conduct a market analysis of the Mahindra Scorpio released by Mahindra and Mahindra, in 2002, with the aid of different tools and to study its positioning strategy and provide recommendations for improvement

Methods of analysis used include SWOT, PEST and Porter’s 5 Forces …show more content…

It also has mHawk diesel engine that provides a whopping 120BHP power and acceleration from 0 to 60 in 5.7 seconds providing the customer a truly sports vehicle feel.

3. Continuous Up gradation: After the success of initial launch, Mahindra Scorpio was upgraded at regular periods with more safety features (ABS and airbrakes to get a 3 star ANCAP rating), better exterior and utility interior features and also a hybrid diesel-electric model was launched in 2012. IT plans to come with a new Scorpio facelift with redesigned front and rear fascia’s.

4. Proper Positioning in India: The combined features of luxury and ruggedness were played properly by Mahindra by promoting it in tier-2 cities and semi-urban segment as well. Moreover the competitive price boosted its sales

5. Supplier Autonomy: Mahindra involved the suppliers in the complete product development process and provided full autonomy to the suppliers. Best suppliers were chosen for reduction in costs. They also provided indigenous development facility in the company manufacturing plant itself for the suppliers.

6. Low Maintenance Cost: The low maintenance cost was a major booster for Scorpio sales as Indian customers, even at top end of the pyramid are sensitive toward rugged and low maintenance …show more content…

Global Market: Mahindra vehicles have gone on display to auto enthusiasts around the world, participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg and São Paulo. More participation in such shows can provide a great opportunity to build customer base in the foreign markets.

2. Increasing purchasing power of the consumers and growing target base: These provide great opportunity for the SUV market for substantial growth through growing base of prospective customers.
3. Leverage strong brand name by more advertising: Mahindra Scorpio is already a big brand name which can be leveraged through Ad-Campaign. It can target new customers and also retain interest in the existing SUV market.
4. Newer innovations: Innovations like Revolutionary Micro-Hybrid Technology provide an edge to Scorpio and similar innovations would further propel its growth in the SUV market. It has sustained the top position by coming up with new variants and innovative features such as more leg space, better exterior looks etc. can boost more

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