International Marketing

Management
PROJECT WORK
(Under the guidance of Dr. R. M. Joshi)
Submitted by:
Nikhil Sabharwal
Roll no. 132
Section C
!ro"ect #itle:
#o $tudy the cro$$ country global o%eration$ &or
Mahindra 'utomobile$ ()olero* Scor%io + ,ylo-
Abstract:
#he Mahindra Scor%io i$ an S./ manu&actured by Mahindra +
Mahindra 0imited* the &lag$hi% com%any o& the Mahindra 1rou%. It
wa$ the &ir$t S./ &rom the com%any built &or the global market.
#he Scor%io ha$ been $ucce$$&ully acce%ted in international
market$ acro$$ the globe* and will $hortly be launched in the .S.
#he Scor%io wa$ conce%tuali2ed and de$igned by the in3hou$e
integrated de$ign and manu&acturing (I4'M- team o& M+M. #he
car ha$ been the reci%ient o& three %re$tigiou$ award$ 3 the 5Car
o& the 6ear5 award &rom )u$ine$$ Standard Motoring* the 5)e$t
S./ o& the 6ear5 by ))C 7orld 7heel$ and the 5)e$t Car o& the
6ear5 award* again* &rom ))C 7orld 7heel$.
#he Mahindra Scor%io wa$ launched in India in 2882. Soon a&ter
the $ucce$$ o& the Scor%io* Mahindra launched an u%graded
Scor%io with %lu$h $eat$ and rear centre arm re$t* dual tone
e9terior colour and :ariou$ minor change$.
't the 'uto ;9%o 288<* 4elhi* Mahindra $howca$ed their &uture
%lan$ on the Scor%io model by $howca$ing a =ybrid Scor%io with
CR4e engine and a Scor%io ba$ed on a %ick3u% truck. #he =ybrid*
the &ir$t $uch :ehicle de:elo%ed in India wa$ de:elo%ed by 'run
>aura* a &ormer ?ord em%loyee. =i$ $enior* 4r. !awan 1oenka* a
&ormer 1M engineer currently head$ Mahindra@$ automoti:e
di:i$ion and look$ a&ter the o:erall Scor%io %ro"ect.
In No:ember 288A* Mahindra launched a tea$er cam%aign &or
their new Scor%io Model* the mB=awk on their o&&icial web$ite.
Cn '%ril 1D* 288E* Mahindra re:ealed a conce%t o& a die$el3
electric hybrid :er$ion o& their Scor%io S./ at the 288E S'; 7orld
Congre$$.
21$t Se% 288E Mahindra launched their late$t Scor%io with <
$%eed automatic tran$mi$$ion gear$.
About The Mahindra Group
#he .S F<.A billion Mahindra 1rou% i$ among the to% 18 indu$trial
hou$e$ in India. Mahindra i$ the market leader in multi-utility
vehicles in India It made a mile$tone entry into the %a$$enger
car $egment with the 0ogan. Mahindra + Mahindra i$ the only
Indian com%any among the to% tractor brand$ in the world.
#he 1rou% ha$ a leading %re$ence in key $ector$ o& the Indian
economy* including the &inancial $er:ice$* trade* retail and
logi$tic$* automoti:e com%onent$* a&ter3market* in&ormation
technology and in&ra$tructure de:elo%ment. Mahindra ha$
recently made an entry in the two3wheeler $egment which will
$ee the com%any emerge a$ a &ull3range %layer with a %re$ence
in almo$t e:ery $egment o& the automobile indu$try.
Mahindra@$ ?arm ;Gui%ment Sector ha$ recently won the >a%an
Huality Medal* the only tractor com%any worldwide to be
be$towed thi$ honour. It al$o hold$ the di$tinction o& being the
only tractor com%any worldwide to win the 4eming !ri2e. #he .S
ba$ed Re%utation In$titute recently ranked Mahindra among the
to% 18 Indian com%anie$ in it$ 1lobal 288: #he 7orld@$ )e$t
Cor%orate Re%utation$ li$t.

Mahindra i$ al$o one o& only &our Indian com%anie$ to recei:e an
'I rating &rom the 1lobal Re%orting Initiati:e (1RI- &or it$ &ir$t
Su$tainability Re%ort.
Global Network
Mahindra & Mahindra International Operations
Network
Mahindra ha$ been marching globally and ha$ e$tabli$hed %re$ence
acro$$ all the continent$ barring 'ntarctica. It$ %artner$hi%$ in ;ura$ia*
'&rica and South 'merica and a$$embly %lant$ in )ra2il and ;gy%t* are
te$timony to it$ determination to %ro:ide it$ global cu$tomer$ with
Guality %roduct$ and reliable $er:ice.
M+M ha$ it$ global network e9%anding o:er Middle ;a$t* '&rica*
'merica* ;uro%e and '$ia + !aci&ic. It reache$ to it$ cu$tomer$ through
:ariou$ marketing channel$ and among tho$e channel$ the mo$t acti:e
one i$ the online mode o& marketing channel. Cu$tomer$ can get all
the in&ormation cu$tomi2ed to their $%eci&ic need$ on
www.mahindraautoworld.comJglobalJnetwork.a$%9 #hi$ link act$ a$
one $to% $ho% &or :ariou$ cu$tomer$ acro$$ the international
boundarie$.
arious countries where M&M has its presence are-
Region Countries
Middle East Hatar* Cman* 6emen* .';* Kuwait
frica Sudan* #an2ania* South '&rica*
Nigeria* Mo2ambiGue* Morocco*
Madaga$car*
Kenya* 1hana* ;thio%ia* 'lgeria*
;gy%t.
sia ! Pacific India* )anglade$h* Malay$ia*
)hutan* Maldi:e$* Ne%al* Srilanka*
Kha2akh$tan* )runei* 'u$tralia*
#ahiti
"erica !araguay* )ra2il* Chile* .S'* !eru*
=ondura$* Coa$ta Rica
Euro#e Italy* ?rance* !ortugal* Croatia*
Serbia* Makedonia* )o$nia*
=ungary* )ulgaria* 'lbania* S%ain*
1reece* #urkey
Product standardization Vs Adaption
M!M $cor#io% &olero% Pi'(U#% )*lo are all designed 'ee#ing in +ie, the conditions of
rough terrain and rough ,eather. ll of these +ehicles are la-eled as off(road $U.s
,hich are suita-le for all t*#e rough ,eather terrain. Thus% M!M focuses "ore on
#roduct standardi/ation as its #roduct is technologicall* ad+anced and is not consu"er
sensiti+e #roduct li'e 0MC1 #roducts. &ut it focuses on ada#tion of "ar'eting channels
and ad+ertise"ents that it uses for its #ro"otion in different countries.
EPRG Schema
M!M2s "ar'eting a##roach can -e #ut on as Pol*centric on an EPR1 scale. 3n
#ol*centric a##roach co"#anies ,or' in each countr* ,ith the hel# of a su-sidiar* ,hich
#lans for its "ar'eting strateg* and #roduct design. 3t can e+en for" Joint .entures ,ith
the #la*ers in different countries and use their "ar'eting channel to distri-ute its
#roducts. Mahindra has #u-lishes the ad+ertise"ents in different languages in different
countries -ased on the language of the #eo#le. 3t has also s#onsors the fa+orite ga"es of
different countries. 0or e4a"#le% it s#onsored Canadian 5ascar racing co"#etition%
)67O 3P7 cric'et league% Chile $occer tea" etc. 3t has #artici#ated in +arious road
sho,s in different countries and it has also #artici#ated in +arious auto e4hi-itions across
the glo-e eg. Johannes-urg "otor sho,.
!oint entures & "istribution #hannels in di$$erent
countries
Mahindra + Mahindra entered into >oint /enture with #MI !aci&ic to
&orm Mahindra 'utomoti:e Australia. Mahindra + Mahindra 0td.
(M+M-* entered into a "oint :enture agreement with it$ e9i$ting
%artner* #MI !aci&ic* a local 'u$tralian im%orter and di$tributor o&
:ehicle$. #he agreement lead to the &ormation o& a new com%any
called Mahindra 'utomoti:e 'u$tralia which will do the marketing*
%romotion and retail o& Mahindra :ehicle$ in 'u$tralia. Mahindra will be
the ma"or $hareholder with E8 %er cent $take in the new >oint /enture*
while #MI !aci&ic will retain the re$t.
Mahindra %&A* o%ened a new a$$embly and di$tribution %oint in
Chattanooga on 31
$t
4ecember* 288L. Mahindra .S' ha$ mo:ed it$
North 'merican headGuarter$ &rom #omball* #e9a$ to co3locate with it$
=ou$ton* #e9a$ a$$embly %lant.
Mahindra .S' worked together with one o& it$ %artner$ to identi&y a
$uitable di$tribution channel $olution that would meet both it$
cu$tomer$ and dealer$ reGuirement$ &or it$ %roduct$* while $hi&ting
a$$embly &rom it$ Calhoun &acility. #hi$ bu$ine$$ model i$ a $ucce$$ in
the 7e$t Coa$t and will enable Mahindra .S' to $trengthen it$
relation$hi% with $trategic %artner$.
'gni Incor%orated !:t. 0td. a di$tributor in N'(A) ha$ been a$$ociated
with the Mahindra brand &or $e:eral year$ and ha$ made a $igni&icant
contribution to it$ $ucce$$ in Ne%al. M7ith it$ wide national network
and in3de%th knowledge o& the local market* 'gni gi:e$ a de&inite
com%etiti:e edge in the %a$$enger $egment in the country*N $aid Mr.
1erald !orcario* 1eneral Manager3 Marketing* Mahindra Renault !:t.
0td.
MJ$ Singye 'gencie$ *+%TAN* the current Mahindra dealer in )hutan*
i$ the local di$tributor &or the ,60C. Cu$tomer$ will ha:e a choice o&
two ,60C model$ 3 a lu9ury A3$eater model* the ;E* and the E3$eater
model* the ;2.
Mahindra made it$ debut in ',ypt with the launch o& the die$el and
%etrol :er$ion$ o& it$ Scor%io S./ in 288E* in %artner$hi% with the
)a:arian 'uto 1rou%. #he )a:arian 'uto 1rou%* it$ %artner in ;gy%t*
ha$ e9ten$i:e e9%erti$e in a$$embly and di$tribution o& world cla$$
automobile$ and will hel% M+M &urther con$olidate our %re$ence in the
region.
#he growing demand and the need &or local %re$ence to better addre$$
the market$ led to the e$tabli$hment o& Mahindra &outh A$rica
operatin, out o$ (retoria* and Mahindra 'urope in Italy. #he
1rou% ha$ an a$$embly o& $mall truck %icku%$ in .ruguay &or the )atin
American market known by the brand name o$ #imarron. In
addition* di$tributor$ ha:e been a%%ointed in :ariou$ other
international market$ too.
-oad &hows and Auto '.pos
Road Show$ and 'uto ;9%o$ are the mo$t %rominent way by which
Mahindra $howca$e$ it$ auto %roduct$ in di&&erent countrie$. It al$o
$%on$or$ ma"or $%ort$ and e:ent$ in di&&erent countrie$. #he article$*
Maga2ine$ and ad:erti$ement$ %ubli$hed in di&&erent countrie$ are in
di&&erent language$ de%icting the ta$te and under$tanding o& local
%eo%le.
Some o& the Road Show$ and 'uto ;9%o $%on$ored or attended by
Mahindra to $how it$ %re$ence in di&&erent countrie$ are:
Mahindra $%on$ored Canadian N'SC'R Racing #eamwin$ 2818
National Cham%ion$hi%
>ohanne$burg Motor Show
Mahindra $%on$ored Nicaragua )a$eball Match
Soccer match $%on$ored by Mahindra Nicaragua
Mahindra + Mahindra $traddle$ the entire automoti:e $%ectrum
at the 'uto ;9%o 2818
!oint entures and Ac/uisitions 0Technolo,y
partners1
Mahindra and *A' &ystems $igned >oint /enture agreement on
No:ember 38* 288L: Mahindra + Mahindra 0td. and )'; Sy$tem$ ha:e
$igned an agreement to create a land $y$tem$ &ocu$ed* "oint :enture
de&ence com%any* ba$ed in India. '%%ro:ed by the ?oreign In:e$tment
!romotion )oard o& the 1o:ernment o& India (1oI-* the %arent
com%anie$@ initial in:e$tment will be .SF 21.2O million o:er a three
year %eriod. #he com%any$ eGuity $%lit will be ADP Mahindra and 2<P
)'; Sy$tem$* in accordance with the current de&ence $ector ?oreign
4irect In:e$tment regulation$ o& the 1o:t. o& India.
Mahindra + Mahindra 0td. (M+M-* India$ leading manu&acturer o&
utility :ehicle$* $igned an Mo. with &san,yon, Motor #ompany
0&2M#1 to acGuire a ma"ority $take in the South Korean S./ maker.
S6MC i$ a $igni&icant %layer in the S./ $egment in Korea* ha:ing
recorded 1.3 million S./ $ale$ &rom 1LL8 to 288L. Mahindra* a .S FA.1
billion Indian multinational* em%loy$ o:er 1*88*888 %eo%le acro$$ the
globe. Mahindra en"oy$ a leader$hi% %o$ition in utility :ehicle$* tractor$
and in&ormation technology* with a $igni&icant and growing %re$ence in
&inancial $er:ice$* touri$m* in&ra$tructure de:elo%ment* trade and
logi$tic$.
Mahindra Navistar Automotives )td i$ a O1:DL >oint /enture
between Mahindra & Mahindra )td3 0M&M1 and Navistar Inc3
%&A3
Mahindra Na:i$tar will manu&acture the entire $%ectrum o& commercial
:ehicle$ ranging &rom 3.O Q DL ton$ 1/7J1C7. #he$e %roduct$ are
de:elo%ed to $uit Indian condition$ and will $et new le:el$ o& reliability*
e&&iciency and cu$tomer e9%erience un$een + unheard o& in the
commercial :ehicle indu$try. =uge in:e$tment$ are being made in
%roduct de:elo%ment and in $etting u% o& a 1reen&ield manu&acturing
&acility at Chakan near !une.
M&M did !oint enture with -enault &A4 5rance6s second-
lar,est carmaker to make )o,an sedans in India3 Mahindra4
India6s bi,,est maker o$ sport-utility vehicles and tractors4
will own 789 o$ the company4 with -enault holdin, the
remainder3
Mahindra ac/uired ma:ority &take in -eva and renamed it
as Mahindra -'A 'lectric ehicle #ompany3 Mahindra &
Mahindra )td3 stren,thened its position in the 'lectric
ehicles domain with the ac/uisition o$ a ma:ority stake in
-'A 'lectric #ar #o )td3 *an,alore3 -'A 'lectric #ar #o
)td3 renamed as Mahindra -'A 'lectric ehicle #o )td3
%nder the new a,reement si,ned by both the companies4
M&M will own 773;9 e/uity in Mahindra -'A by a
combination o$ e/uity purchase $rom the promoters and a
$resh e/uity in$usion o$ over -s <7 crores 0appro. %& =8>
million1 into the company3 The buyout makes the Mahindra
,roup a stron, ,lobal player in the electric vehicle space3
Mahindra International
Mahindra & Mahindra )imited and International Truck and
'n,ine #orporation entered into a 78:<? :oint venture in ;>>7
to create Mahindra International )imited. Mahindra International
0imited ha$ three bu$ine$$e$:
#o manu&acture truck$ and bu$e$ in India &or $ale in India and e9%ort
market$
#o %ro:ide engineering $er:ice$ &or the de$ign and de:elo%ment o&
truck and
bu$ %roduct$ &or International #ruck and ;ngine Cor%oration globally
and the "oint :enture
#o enable International #ruck and ;ngine Cor%oration to u$e India a$ a
$igni&icant $u%%ly ba$e &or $ourcing com%onent$ and material$
Mahindra International $tarted %roducing a new range o& commercial
truck$ and bu$e$ in 288A at one o& the 1rou%$ automoti:e %lant$. #he
&actory ha$ the ca%acity to %roduce a wide range o& commercial
:ehicle$* and include$ cab a$$embly* :ehicle a$$embly* and a %aint
$ho%. #he :ehicle$ ha:e L8P local content &rom the $tart due to the
ea$y a:ailability o& Guality %art$ and material$ &rom Indian $u%%lier$. In
addition* Mahindra + Mahindra 0imited ha$ contributed it$ e9i$ting
light commercial :ehicle bu$ine$$ to Mahindra International 0imited.
#hi$ will le:erage the 'utomoti:e Sector$ e9ten$i:e di$tribution
network to ra%idly launch a &ull range o& medium and hea:y
commercial :ehicle$ ba$ed* in %art* on International #ruck and ;ngine
Cor%oration$ e9i$ting %roduct line and ada%ted &or the Indian market.
Mahindra International i$ al$o e9%ected to e9%ort :ehicle$ through it$
own di$tribution channel* a$ well a$ International #ruck and ;ngine
Cor%oration$ and Mahindra + Mahindra$ o:er$ea$ network$.
Mahindra & Mahindra Manu$acturin, plants
#he three manu&acturing unit$ in Mahara$tra are in Mumbai* Na$ik and
Igat%uri. #he &ir$t two deal with multi3utility :ehicle$ and the third one
deal with engine$. #he &ourth %lant i$ located in Raheerabad in 'ndhra
!rade$h. #hi$ one deal$ with the manu&acture o& light commercial
:ehicle$ and three wheeler$.
Mahindra + Mahindra* a %art o& the Mahindra 1rou%* ha$ o%ened a new
auto manu&acturing %lant in the indu$trial hub o& Chakan in
Mahara$htra* with a %ha$ed in:e$tment o& a%%ro9imately INRO88m.
#he %ro"ect i$ $%read acro$$ A88 acre$.
#he com%any $aid that the %lant will ha:e an in$talled ca%acity o& 8.3
million :ehicle$* and it will manu&acture the com%any$ range o&
%roduct$ &rom 8.AO tonne Ma99imo to DL tonne Mahindra Na:i$tar
truck. Mahindra$ new S./ and !ik3.% range and %roduct line &or the
.S market will al$o be manu&actured at thi$ &acility.
Mahindra Chakan ha$ been de$igned a$ an integrated &acility &or
multi%le di&&erent %lat&orm$ &rom %re$$ to body to %aint to general
a$$embly and the aggregate$ all coming u% $imultaneou$ly* while it
will manu&acture :ariou$ M=C/* and it can al$o accommodate
%roduction o& other model$ i& reGuired by &uture market demand.
'ccording to Mahindra + Mahindra* the new &eature$ o& Mahindra
Chakan include$ a %re$$ $ho% $et u% by Schuler o& 1ermany* %int $ho%*
and an integrated colour changer that reduce$ wa$tage o& %aint and
thinner* thu$ reducing the amount o& :olatile organic com%ound.
5irst #hoice
?ir$t Choice i$ a %art o& the Mahindra 1rou%. #he other %romoter$
include =4?C*
one o& the mo$t re$%ected &inancial in$titution$ in the country* and Sah
+ Sanghi*
a Mumbai ba$ed com%any that@$ admired &or it$ $kill$ in retail
o%eration$.
?ir$t choice i$ India$ large$t multibrand u$ed car com%any. #he
Com%any$ mi$$ion i$ to create India$ large$t automobile and
automobile related %roduct$ di$tribution network by %ro:iding dealer$
and cu$tomer$ with the large$t choice o& uniGue worldcla$$ %roduct$
and $er:ice$. ?ir$t Choice achie:e$ it$ ob"ecti:e$ by %ro:iding
con$umer$ with a wide choice o& good Guality u$ed car$ and by
bringing about tru$t and tran$%arency in each o& it$ dealing$. ?ir$t
Choice$ certi&ied u$ed car$ are now being $old in E8 $howroom$
$%read acro$$ DO citie$ in India. #he Com%any will ha:e more than 288
$tore$ o:er a %eriod o& 2 to 3 year$.
+omolo,ation
#he $%ort utility :ehicle maker* which had been waiting &or a $%la$h in
the .S market* i$ being &orced to wait &or the time being.
#he rea$on being $aid i$ that the auto ma"or i$ awaiting clearance &rom
the .S homologation de%artment in thi$ regard. =omologation ha$
been de&ined a$ the certi&ication o& a %roduct or $%eci&ication to
indicate that it meet$ regulatory $tandard$* including $a&ety and
emi$$ion norm$* cra$h te$t* road3worthine$$ o& the :ehicle. #he
com%any$ mo:e i& it $ucceed$ will make it the &ir$t Indian ma"or to
launch %a$$enger :ehicle$ in the world$ large$t automobile market o&
the .S. #he com%any al$o aim$ to e9%ort $%ort$ utility :ehicle$*
including the Scor%io* to the North 'merican market in the ne9t &ew
year$.
'ccording to the com%any* it$ range o& %a$$enger :ehicle$ including it$
%ick3u% truck$ are e9%ected to hit the 'merican market$ thi$ year. #he
com%any already ha$ a %re$ence in the .S through it$ medium3to3high
%owered tractor$. #he com%any i$ belie:ed to ha:e built and readied
it$ %roduct$ &or the .S market. #he auto ma"or in &act ha$ lined u% the
%ick3u% range o& the Scor%io model and Mahindra ,60C* while the
homologation clearance take$ it$ own o&&icial time.
In the meantime* the auto ma"or i$ lining u% what i$ termed a$ one o&
the mo$t &orward looking mo:e$ toward$ making the com%any a global
behemoth. #he %ick3u% truck$ the com%any $ lined u% &or are al$o
ba$ed on the Scor%io %lat&orm* which wa$ de:elo%ed more than $i9
year$ ago. #he .S market con$ider$ %ick3u% truck$ a$ %a$$enger
:ehicle$. Signi&icantly* the .S i$ al$o the world$ large$t %ick3u%
market.
Automotive product pro$iles
*O)'-O -an,e
Mahindra *olero- a &ports %tility ehicle 0&%1 that ha$ been
de$igned with balance o& $tyle* com&ort and con:enience $uitable &or
rough and tough road condition$ e$%ecially in rural area$. Mu$cular
look* ergonomically de$igned $eat$* multi3directional 'C* much larger
$torage $%ace and $olid $a&ety &eature$ make$ Mahindra )olero an
unmatched mid3$i2ed S./.
)olero@$ O3$%eed tran$mi$$ion en$ure$
o%timum &uel e&&iciency. #he interior$*
ergonomically de$igned anti$ubmarine
$eat$* %ower $teering* %ower&ul 'C* and D3
$%eaker Kenwood mu$ic $y$tem add$ to the
dri:ing %lea$ure. Mahindra )olero i$ a
robu$tly built and $leekly de$igned car with
high ground clearance and ea$ier to dri:e on
Indian road$. #he :ehicle i$ eGui%%ed with
2O88 cc die$el )olero that deli:er$
unmatched %ower. It$ low center o& gra:ity enhance$ the $tability.
&'"AN -an,e
Mahindra--enault4 a :oint venture between Mahindra &
Mahindra 0India 1 and -enault 05rance14 ha:e marked it$ entry into
the !a$$enger Car Market o& India with the launch o& 0ogan in the
Sedan car $egment. Renault 0ogan debut$ in India with a number o&
&eature$ at :ery com%etiti:e %rice.
Mahindra 0ogan i$ a:ailable in %etrol and
die$el both :ariant$ and i$ %owered by late$t Common Rail ;ngine
(CR4- ba$ed on 4irect ?uel In"ection. #he 0ogan i$ a :ery wide body car
in it$ $egment and a good %er&ormer a$ well that o&&er$ com&ortable
$eating &or three %er$on$ in the rear $eat with three $e%arate
headre$t$. #he interior$ o& the car are al$o :ery good looking. #he
$ingle3%iece* $Guare3$ha%ed da$hboard* nicely cra&ted $teering wheel
with the chrome Renault logo* wide in$trument %anel and well
de$igned and &ini$hed gear le:er are truly graciou$ and add$ li&e to the
interior$.
&% -an,e
Scorpio is the flagshi# #roduct fro" Mahindra ! Mahindra that has also -een
successfull* acce#ted in international "ar'ets. The car -ridges the ga# -et,een st*le and
ad+enture% lu4ur* and ruggedness% and #erfor"ance and econo"*. 3t has strong engine
along ,ith good loo's and so#histicated interior design.
Mahindra $cor#io is fitted ,ith $8 9:;; #lus D3 diesel engine that gi+es <;= -h# of
#o,er ,ith a great tor>ue of 9: 'g". The ;(:; s#eed could -e reached ,ithin = seconds.
The #etrol +ersion of the +ehicle has <<: -h# engines fro" Renault that reaches ;(:; in
?ust under @ seconds.

@2)O
&#O-(IO
(IA-%( -an,e
MA@@ -an,e
#OMMAN"'- -an,e
#onclusions:
The Modes o$ International Market 'ntry:
(roduction in +ome #ountry
#omplementary e.portin, or pi,,ybackin,: M+M u$e$ di$tribution
channel$ o& an o:er$ea$ &irm to make the %roduct a:ailable in the
o:er$ea$ market.
International &trate,ic Alliance: M+M ha$ done "oint :enture$ and
collaboration with &irm$ like )'; $y$tem$ that coo%erate with each
other to achie:e common $trategic goal$ but do not &orm a $e%arate
com%any.
International !oint entures: ;Guity %artici%ation o& two or more
&irm$ re$ulting into &ormation o& a new entity. Mahindra R;/'*
Mahindra Na:i$tar* Mahindra International are the "oint :enture$ o&
Mahindra and Mahindra to carry out international o%eration$.
#A" units e.port: Mahindra $tarted it$ e9%ort$ in <=@;2s ,hen it e4#orted
its CJ A "odel as CKD units to 3ran ,here it ,as sold under the -rand na"e of $ahara.
Government -e,ulations
+omolo,ation standards: 'ny :ehicle that ha$ to be marketed or
$old in a country ha$ to %a$$ the homologation $tandard$ o& that
country. Such certi&icate$ are i$$ued by authori2ed agencie$ o& that
country. '#BTA (;uro%ean Community 7hole /ehicle #y%e
'%%ro:al- i$ the ;uro%ean agency aimed certi&ying the :ehicle$. It can
be a%%lied to com%lete* incom%lete or com%leted :ehicle$. 0ikewi$e
the .S agency %ro:ide$ the homologation certi&icate$ &or :ehicle$ in
.S. M+M i$ $till waiting &or homologation certi&icate$ &or Scor%io and
,ylo in .S* which would o%en u% a huge market &or Mahindra$ S./ in
.S.
-e$erences:
htt%:JJwww.mahindra.comJCur)u$ine$$e$Jautomoti:eBo:er$ea$Bo:er:i
ew.htm
htt%:JJwww.mahindraautoworld.comJaboutBinternationalBo%eration.a$%
9
htt%:JJwww.indiaautomoti:e.netJ288LJ81Jm3$till3waiting3&or3
homologation3and.html
htt%:JJwww.dancewith$hadow$.comJautoindiaJmahindra$3u$3dream$3
delayedJ
htt%:JJwww.$ur&india.comJautomobileJmahindra3mahindra3ltd.html