The company can also increase its presence across the UV market by increasing product alternatives and variants.

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Focus on strengths…

As per industry experts, M&M should perhaps focus on its core competencies, i.e. utility vehicles, rather than dissipating its energies on a number of segments. As a known and trusted brand in the UV fraternity, M&M should develop strategies that allow it to showcase its technological edge on the UV platform. Also, unlike the west, where SUV sales are declining, in India, SUV or premium UV vehicles will enjoy higher demands in the coming years. Perhaps, M&M should use its UV prowess to leverage its position in the SUV segment. The revolutionary 2.2 MHawk powered Scorpio, for instance, is already being well received by the market and M&M should move forward in the direction. The company can also increase its presence across the UV market by increasing product alternatives and variants. The new found impetus on environmentally friendly alternatives can be demonstrated through the UV segment as well, easily marketed (and of course flaunted) as a first in the industry. An amalgamation strategy, combining both utility vehicles and green technology just might be the best bet for M&M.

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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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