Study the recently launched Mahindra SUV-XUV 500.The company calls it a global SUV. Suggest how to take it in a foreign market???What are the strategies it will

adopt for entering in foreign market??????

Group members:ShrutikaNehaNidhi KampaniNidhi ChoudhryReetikaRhythm

Introduction:The Mahindra XUV5oo is a compact SUV manufactured by

Mahindra & Mahindra Limited. It was launched in 2011. This compact SUV was designed and developed at Mahindra's

design and vehicle build center in ChennaiThe car is currently available in three variants viz. Mahindra

XUV5oo W6 4x2, Mahindra XUV5oo W8 4x2 and Mahindra XUV5oo W8 4x4.

The cars have been placed in the price bracket of Rs. 10.80 Lacs to Rs. 12.88 Lacs.($22,600-$26,950)

Features:Body style 4-door SUVEngine- mHawk140, Direct

injection diesel engine5th generation Variable Geometry Turbocharger (VGT)

Transmission 6 Speed Manual Wheelbase-2,700 mm (106 in) Length- 4,585 mm (181 in) Width -1,890 mm (74 in) Height- 1,785 mm (70 in) Curb weight- 2,450 kg

(5,400 lb)

Features

Extra features:

Good pickupSporty designGood for long driveOutlander outlook Soild caranimal in action, namely the cheetah, contribute to the elegant styling and visual impact

– an intimidating jaw-like honeycomb grill, unique paw styled vertical door handles and

muscular wheel arches all add to what seems to be the vehicle’s innate

desire to pounce!

Opportunities for Launch:SUVs are often driven off-road in places such as

farmland and countryside and in countries such as the:

Australian OutbackAfrica Middle EastAlaska Northern Canada western United States Iceland South AmericaWestern Europe

Australia

Australia GeographyAustralia boasts of diverse geographical features.On one hand the snow covered peaks of Tasmania. On the other you will also come across large deserts and

tropical forests that underlie the variety the continent has to offer.

Why Australia?Strong demand from private buyers, especially in the

compact SUV market, has resulted in new vehicle sales in Australia.

Compact SUVs, which now command a bigger share of the Australian market than large cars, experienced the biggest growth.

There are a number of current, previous and future small scale producers of cars in Australia.

Australia is a major agricultural producer and exporter. Australian farmers and graziers own 135,996 farms, covering 61% of Australia’s landmass.

Entering strategies: Joint Venture:

TMI pacific

or

Acquisition:

Nissan Motors

Joint VenturesAdvantages for M&M

Allows for sharing of risk (both financial and political)

Provides opportunity to learn new environment

Provides opportunity to achieve synergy by combining strengths of partners

May be the only way to enter market given barriers to entry

STPSegmentation:

1.On the basis of income level

2.On the basis of social class

3.On the basis of occupation

Targeting:

1.Farmers2.Tourists cab3.Military 4.Small traders

Positioning:Mahindra says the XUV5oo’s design was inspired by a pouncing

cheetah, with an intimidating jaw-like grille and powerful curved ‘hips’ at the rear wheel arches.

six-inch touch screen with GPSDVD and iPod functionality dual-zone climate control bending projector headlamps with LED running lightsautomatic headlights and wipers reverse parking sensorsleather upholstery flat-folding second- and third-row seats.

We include … Safety features:• Electronic stability control(ESC) • Rear backup alert system Emerging safety technologies: Lane

departure warning system

4 psPRODUCTPRICE PLACE PROMOTION

Product  Mahindra XUV 500 - An all-new avatar by

Mahindra and it takes global design signaling across the globe presence expectation.

Mahindra XUV 500 features a unique exterior styling, an array of technologies .

The aerodynamic monocoque design based.The XUV 500 body is a single piece body in

which the body and chassis are one piece. The monocoque design of the XUV 500 is also known as single shell design.

It also has the first-ever transversely placed engine that has increased the passenger space .

Price list.(Aus dollar)

AUD 21,635

AUD 23,944

AUD 25,800

PLACESUGGESTED FEW SHOWROOMS ARE IN FOLLOWING PLACES

Paddington market sydney –biggest and most happening market in sydney also an tourist attraction ,one of business hubs in australia.

Queen victoria market melbourne Melbourne motor market Adelaid Kinberley region –for ease of train with

farmers ,diamond merchants, cattle breeders

PROMOTIONTELEVISION ADS ON NATIONAL TELEVISION OF AUS

MOVIE THEATRES AND MULTIPLEXESBANNERS & HOARDINGS ACROSS MAJOR

STREETS AND MARKETS OF AUSNEWSPAPERS AND PERIODICALSBOOKING DISCOUNTSFREE SERVICESROAD ASSISTANCE 24X7 ACROSS THE

COUNTRYTIE UP WITH LOCAL AND NATIONAL BANKS

FOR EASY LOANING OF CUSTOMERSTEST DRIVES BOOTHS IN BUSIEST MARKETS

Competitors in AustraliaCommodoreHonda ODYSEYFord territoryAudi all road quattroMaruti suzuki

Strategies adopted to compete the competitors