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

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Case Details:

Case Code : BSTR394
Case Length : 15 Pages
Period : 2011
Pub Date : 2011
Teaching Note :Not Available
Organization : Mahindra Group
Industry : Diversified
Countries : India; Global

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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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A New Vision and Core Purpose

While the individual companies had their own mission statements, the Group as a whole did not. "We don't have a group-wide mission statement. Our core purpose is what makes all of us want to get up and come to work in the morning," said Anand. According to Sridhar Samu, with the group moving into newer areas, "questions like what is your core business and philosophy would have been hard to answer as there was nothing linking everything together."...

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Rationale for the Change

Mahindra had carried out a similar exercise in 1998 to outline the conglomerate's core values. At that time, the brand identity was about celebrating being Indian. Anand explained the reasons for the new core purpose and Brand Position: "At the time of independence, it was to demonstrate that Indians were second to none which worked very well. It energized everyone and the results were for everybody to see. As time went by, two things happened. Firstly, we grew. India grew in stature and Indian companies grew. All of a sudden, we were second to none, which was rather defensive. Secondly, as a corporation, we were becoming increasingly global."...

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