Mahindra "Rise": New Vision, Core Purpose and Positioning Statement

            
 
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : BSTR394 For delivery in electronic format: Rs. 400 ;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Corporate Strategy / Vision/ Mission
Case Length : 15 Pages
Period : 2011
Pub Date : 2011
Teaching Note : Not Available
Organization : Mahindra Group
Industry : Diversified
Countries : India; Global

Abstract:

The Mahindra Group (Mahindra), a federated group of companies based in India, developed a new core purpose to connect with its global stakeholders and to project a singular voice for the various entities under its umbrella. 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. Over the years, while the individual companies in Mahindra Group had their own mission statements, the group did not have one. So according to the company, for this it had a core purpose. 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 that had been developed at the time of Independence of India in 1947.

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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 in all the brand touch points in order to enhance its business growth.

Issues:

Appreciate the importance of the vision, mission, core purpose, and positioning statement
Understand the issues and challenges in formulating a new vision, mission, core purpose, and positioning statement
Understand the issues and challenges in embedding the new core purpose across the Mahindra Group
Debate how the new core purpose will help Mahindra and what it should do to embed the ethos of 'Rise' in the organization.

Contents:

  Page No.
Introduction 1
About Mahindra Group 2
A New Vision and Core Purpose 4
Rationale for the Change 6
Embedding 'Rise' 7
Challenges Ahead 9
Exhibits 10

Keywords:

Corporate strategy, core purpose, vision, mission, positioning, positioning statement, branding, brand pillars, Implementation, organizational structure, Federation, Conglomerate, globalization, Mahindra, Automotive, going global, rebranding, rise, re-positioning, corporate branding

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