Product details

The case focuses on the challenges faced by Indian multinational Mahindra and Mahindra International (M&M) in preparing its sports utility vehicle ‘Scorpio’ in United States of America. The vehicle is the flagship product of the company and proved its credibility in the Indian Market by occupying more than a fifty percent market share. The market of the vehicle was also successfully extended to Europe, South America, Australia, Africa and Asian countries. The company decided to launch the vehicle in the Mecca of vehicles ie, the US market. The case discusses the marketing plan of the company in respect of entry decision, product decision, promotion decision, pricing decision and the very vital distribution decision for US markets. The case has been created for international marketing strategy courses at the postgraduate level to underscore the importance of developing a right marketing strategy for lead country market participation. In addition, the case provides students with ample scope to explore the entry strategy in conjunction with all important adaptation / standardization issues while developing the right marketing mix for a product intended for launching in the lead country market.