Mahindra & Mahindra's E- Business Initiatives

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Case Details:

Case Code : ITSY037
Case Length : 12 Pages
Period : 1995 - 2003
Pub Date : 2004
Teaching Note : Available
Organization : Mahindra & Mahindra
Industry : Automobile
Countries : India

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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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“E-Business can be an effective tool in building and maintaining a sustainable competitive advantage, and is helping the Mahindra group forge new relationships with its stakeholders.”

- Ulhas Yargop, President, Telecom and Software Sector, M&M¹.

Introduction

The Farm Equipment sector of Mahindra & Mahindra (M&M)² was awarded Japan's prestigious Deming award³ in 2003. It was the seventh company outside Japan and the first tractor company in the world to have been awarded the Deming prize. M&M's E-Business initiatives, which started in the late 1990s, seemed to have played a major role in the success of the Farm Equipment sector.

M&M launched its E-Business initiatives in 1996. It involved both B2B⁴ and product-focused sites. The B2B site helped M&M to do business online with its suppliers and dealers of Utility Vehicles and Farm Equipments. Its suppliers'centric site, mahindrasuppliers.com, enabled it to send orders and receive raw materials faster.

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1] www.praxis-blonnet.com.

2] A diversified business group in India having presence in Utility Vehicle, Farm Equipments, Finance and Trade, Auto Components and Information Technology.

3] Named after Dr. W. Edwards Deming, the Deming Award recognizes corporations and individuals that demonstrate an outstanding commitment to quality control, and whose products or inventions make exceptional advances in the pursuit of quality.

4] Business that sells products or provides services to other businesses. While business-to-business activity exists both online and offline, the acronym B2B has primarily been used to describe the online business.

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