MTBD Case Synopsis

1. Mahindra : Entry into Commercial Vehicles : Trucks Division

a. low credibility due to Navistar performance in the past
b. competitive landscape (Tata and Ashok Leyland)
c. buying process : rooted in habit, fear of new products, and heavy reliance on
dealer relationships
2. Target: Increase Market Share to 8% (from current 4%)
3. Consumer Preferences
a. Fuel Efficiency | TCO | Acquisition Cost | Cabin Comfort | Reliability | Access
to Service
4. What did Blazo offer?
a. Guarantees (service, mileage, spare parts)
b. Technologically advanced product
c. Generate Community (Awards, Education Programs etc.)
d. Communication (Integrated)