Case Solution & Analysis for Mahindra & Mahindra: Marketing a Low-Priced Mini-Tractor by Rakhi Thakur.
Complete Case details are given below :
Case Name : Mahindra & Mahindra: Marketing a Low-Priced Mini-Tractor
Authors : Rakhi Thakur
Source : Ivey Publishing
Case ID : 9B16A031 / W16470
Discipline : Marketing
Case Length : 10 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
Mahindra & Mahindra Limited was the largest manufacturer of farm equipment in India, with a more than 40 per cent market share. It manufactured five different tractor brands in the domestic market, including a brand of mini-tractor, the Yuvraj 215 NXT. This brand was targeted at small farmers with less than two hectares of land, who were primarily dependent on bullocks or power tillers for farming but aspired to own a tractor to increase productivity at an affordable price. Although such farmers formed over 70 per cent of the farming population, the penetration of tractors in this segment was the lowest. While the situation demonstrated high potential, selling tractors in this segment was challenging due to low product awareness, limited access to information, and low financial resources among target customers. With such a product in its portfolio, how should Mahindra & Mahindra Limited promote the Yuvraj 215 NXT among small and marginal farmers?
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