Title Mahindra Tractors in the United States / written by Sachin Govind and Pummy Chatterjee, under the direction of S. S. George

Published [Hyderabad, Andhra Pradesh] : IBS Center for Management Research, [2008] copyright 2008

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Description 1 online resource (15 pages) : tables, illustrations Summary Mahindra USA (MUSA), a wholly-owned subsidiary of Mahindra & Mahindra Ltd., a India-based automobile company, was established in 1994 in Tomball, Texas. The case discusses the company's entry strategy in the US, a market that was known for fierce competition. MUSA entered the US market with compact utility tractors, a segment that was underserved. The company began by importing tractors from India and later set up assembly plants in the US where it assembled CKD kits imported from low-cost manufacturing centers such as India and other Asian countries. The case then talks about the company's initiatives to build the business including customer relationship management, brand building, etc. The case ends with a brief discussion on MUSA's future prospects in the US Notes Title from resource description page (viewed June 17, 2016) Case code: BSTR298 Bibliography Includes bibliographical references Notes In English Subject Tractor industry -- Texas -- Case studies Tractor industry -- Customer services -- United States -- Case studies International business enterprises -- United States -- Case studies Branding (Marketing) -- United States -- Case studies Branding (Marketing) International business enterprises. Tractor industry. Texas. United States. Genre/Form Case studies. Form Electronic book Author Chatterjee, Pummy, author

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