Name: Mayank Sinha

Roll No. - 2K21/BMBA/14

Subject - Operation Research and Strategy

Q1 - What is so unique about the IDAM process adapted by M&M? Which

process do other car manufacturers follow while designing new products?

A1 - Unique about the IDAM process adapted by M&M:-

● IDAM stands for Integrated Design and Manufacturing.
● IDAM was responsible for product design, development, manufacturing,
purchase and so on.
● IDAM is a multifunctional project team which consists of people from
different functional departments.
● IDAM was divided into 19 cross functional teams which made the decision
making process easy and fast.
● They went to customers to find what they are looking for. Taking feedback
from customers helps them to design the car with more customer focus.
● They have used QFD(Quality Function Deployment), which measures
customers satisfaction with products.

Process other car manufactures follows to design new products:-

● Developing the expertise.
● Manufacturing the product.
● Testing and Validation.
● Marketing the product based on features of the product.

Q2 - What kind of risks does M&M face by outsourcing the designing of

various parts of Scorpio to vendors?

A2 - Risk associated with outsourcing the designing of various part are:-

● Lack of control - as the company has given control to the vendors there can
be an effect on the quality of products or parts which the vendors are
responsible for.
 ● Vendors fail to deliver or delay - if the vendor has any complication in
timely delivery, it will be difficult for the company to make the product on
schedule time. It can result in overall delay to the reach to its customers.
● Quality - as M&M has a lot of vendors which are international, importing a
large number of products will be costly and time consuming.

Q3 - Which business strategy was followed by M&M while developing the

Scorpio? Was the company's operations strategy in line with this business
strategy?

A3 - Business strategy by M&M

● Customer focused car - IDAM has conducted market research and found a
customer satisfaction index.
● Developing an efficient supply chain - as the whole process is supported by
vendors.
● Developing competitive advantage - as they want to make a car which is
customer oriented which helps them to achieve competitive advantage.

Yes, the operation strategy is in line with the business strategy because they do not
have expertise in automobile manufacturing. They have formed a business strategy
which gives them a better customer focused car which was achieved by correct
operational strategy such as forming IDAM as cross functional department to ease
decision making process, selecting vendors and designing a product all done by
them.

Q4 - Mahindra Scorpio and Toyota Innova belong to two different categories

of cars, namely SUVs and MUVs respectively. Are these cars still cutting into
each other's market share?

A4 - Yes Scorpio have cut into Innova market share even being from the other
categories.
● As Toyota introduced Qualis, an old version model to India and without any
competition it did well.
● But later the sales get steady and face competition from Scorpio.
● After Toyota introduced the Innova which was behind Scorpio’s
performance.
● With more performance power Scorpio takes market share from Toyota.