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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Excerpts Contd...

Embedding 'Rise'

Mahindra found that some of the traits that it wanted to inculcate in the company as part of 'Rise' were fundamental while others were strengthening or waning. The four core qualities for Mahindra were integrity, compassion, diversity, and empowerment of employees and customers. Employees also identified four emerging qualities for the modern world: a global mindset, ingenuity, social responsibility, and a challenger spirit. "For Mahindra, 'Rise' means achieving world class standards in everything they do, setting new benchmarks of excellence, and conquering tough global markets," said Anand...

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Challenges Ahead

According to Scott Goodson (Goodson), founder & chairman, StrawberryFrog, which was responsible for communicating Mahindra's new branding, the time was ripe for Indian companies to establish their brands globally. Some other experts felt that the group was on the right track considering the changes in its portfolio and market. They said 'Rise' "will help bring clarity and align the group's businesses. It can also set new directions as [Mahindra] grows bigger and expands into new territories."...


Exhibit I: The Presence of Mahindra in Automotive Sector
Exhibit II: Mahindra Group's Revenue and Profits
Exhibit III: Market Capitalization as of March 31, 2011
Exhibit IV: Five-year Stock Chart of Mahindra & Mahindra at Bombay Stock Exchange
Exhibit V: Mahindra's Federal Structure
Exhibit VI: A Mahindra 'RISE' Ad

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