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    Mahindra Case

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    Sandeep Mishra
    Mahindra launched a new tagline "Rise" and core purpose in 2011 to connect better with global stakeholders as it had expanded globally. The old vision and mission focused only on India and did not translate outside. Rise aims to challenge conventional thinking and drive positive change for stakeholders. Mahindra made internal changes to human resources and external changes to marketing to implement Rise. Some challenges will be quantifying Rise's impact, gaining stakeholder support, facilitating innovation, and gaining employee understanding of the new core idea as it will take time for full implementation.

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    Mahindra Case

    Uploaded by

    Sandeep Mishra
    490 views13 pages
    Mahindra launched a new tagline "Rise" and core purpose in 2011 to connect better with global stakeholders as it had expanded globally. The old vision and mission focused only on India and did not translate outside. Rise aims to challenge conventional thinking and drive positive change for stakeholders. Mahindra made internal changes to human resources and external changes to marketing to implement Rise. Some challenges will be quantifying Rise's impact, gaining stakeholder support, facilitating innovation, and gaining employee understanding of the new core idea as it will take time for full implementation.

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    Mahindra “Rise”: New Vision , Core Purpose and Positioning Statement

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    Mahindra launched a new tagline "Rise" and core purpose in 2011 to connect better with global stakeholders as it had expanded globally. The old vision and mission focused only on India and did not translate outside. Rise aims to challenge conventional thinking and drive positive change for stakeholders. Mahindra made internal changes to human resources and external changes to marketing to implement Rise. Some challenges will be quantifying Rise's impact, gaining stakeholder support, facilitating innovation, and gaining employee understanding of the new core idea as it will take time for full implementation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    490 views13 pages

    Mahindra Case

    Uploaded by

    Sandeep Mishra
    Mahindra launched a new tagline "Rise" and core purpose in 2011 to connect better with global stakeholders as it had expanded globally. The old vision and mission focused only on India and did not translate outside. Rise aims to challenge conventional thinking and drive positive change for stakeholders. Mahindra made internal changes to human resources and external changes to marketing to implement Rise. Some challenges will be quantifying Rise's impact, gaining stakeholder support, facilitating innovation, and gaining employee understanding of the new core idea as it will take time for full implementation.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 13

    Mahindra Rise: New Vision , Core Purpose and Positioning Statement

    By- Sandeep Mishra

    Abstract
    The Mahindra Group (Mahindra), a federated group of companies based in India, developed a new core purpose to connect with its global stakeholders. By 2011, Mahindra had become a US $12.5 billion Indian multinational employing over 119,900 across the globe and had operations spanning 18 key industries. As Mahindra expanded globally, it was not able to connect its existing core purpose and positioning statement to the global arena and across the businesses since 1947. So the top management at Mahindra decided to revisit its core purpose and positioning statement in a bid to unify all its businesses. They launched a new tagline for the group 'Rise in January 2011. As part of the initiative, Mahindra made some changes internally as well as externally to articulate the new core purpose and vision. The challenge Mahindra faced was how to embed the new core purpose and positioning.

    M&M Group
    M&M was established in 1945 by JC and KC Mahindra as steel trading company. Ghulam Mohammad setup franchise for assembling jeeps from Willys. In 1958 Mahindra and Birfield into agreement to form Mahindra Sintered Products Private Ltd. In 1968 Companys instrumentation and electronic division was setup. In 1984 collaboration agreement with Formaer. In 1985 signed a memorendum of understanding with British telecom. In Sept. 1989 acquired the automotive pressing unit at kanhe. In 1994 a wholly-owned subsidiary ,Mahindra USA, was formed.

    New Heights
    M&M gained expertise in Tractor Technology & which resulted the best tractor in India. In 1996 M&M had entered into JV with Ford Motors Co. In 2005 M&M established Mahindra Australia & Mahindra China Tractors . Jiang Ling Motors Joint venture for china. Renault Joint venture for South Africa and France. Logan was significant step into Indian Automotive Market by M&M Anand Mahindra s ESEE strategy. Frugal Engineering by M&M. Its a business which came from Family Business to Conglomerate.

    Diversification

    Vision & Mission


    Old Vision - Indians are second to none in the world. The founders of our nation & of our company passionately believed this. We will Prove them right by believing in ourselves and by making M&M Ltd. Known worldwide for the quality of its product and services. Mission To Create Indias largest automobile and automobile related products distribution with the large choice of unique world class Products and services. New Vision We will challenge conventional thinking and innovatively se all our resources to drive positive change in their lives of our stakeholders and communities across the world, to enable them to Rise. Mission The mission is different from different groups.

    M&Ms Rise & Change


    Reasons to new vision. As old Vision says India were second to none. As Indian companies were expanding globally. M&M had made significant growth. The people from Global arena were not able to connect with old. Thought was Central Ideas needed to redefined by M&M. For sake of Value, positioning, trust and viable business model. Scenario As M&M was not well known at global level. Indian markets are becoming Very Competitive. Rise is a powerful verb which connects to the final customers.

    Implementing Rise
    4 Core qualities of M&M. Integrity, Compassion, Diversity and empowerment of employees and customers. Rising means World class standards. Setting New Benchmark. Internally change (Human Resource Management) M&Ms changes for HRM into 2 Parts: 1. Involved leadership competencies, recruitment, induction and on boarding. 2. New Talent management, performance management, learning & development ,rewards and recognition. M&M established cross business and cross functional team. Training with the principle of rise to drive change programs throughout M&M.

    Externally change
    Marketing team established cohesive visual, verbal and electronic marketing standards. Mahindra Rise align the brand to business through innovation programs. M&M explored new opportunities with acquition The electric vehicle maker Reva of Bangalore. Launching Genio pick truck, Yuvraj tractor for small farmers and strenghthing rural housing finance business. M&M translated the Rise effect to product services, solutions and value-delivery change everyday.

    Challenges
    Global market have big competitors in comparison to M&M. Difficult to quantify the impact of new core purpose. The idea was to think big and grow. It will be not easy to implement as it take time. Growth will be done if stakeholders are with us. Innovation will be the must need. Employee will take time to understand the new core idea.

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