1. What is the core want that you brand satisfies?
Ans. Core want is a combination of luxury of a car/sedan, thrill of a SUV at an affordable price.
2. What role do various actors acting at the micro-level have on the brand?
Ans. . The micro level actors are:
a. Company- From 1997 onwards, the company took initiatives to realign their product and brand portfolio to meet the changes in the automobile industry and changes in the consumer tastes, preferences and buying habits. So, it conducted market research studies and carried out detailed exercises to obtain consumer insights. In order to assess effectiveness of portfolio realignment exercise, it conducted a survey among MUV/SUV owners- result high awareness and appreciation.
b. Suppliers- All the major systems of Scorpio were directly designed by the suppliers with the only inputs from Mahindra being design, performance specifications and cost. Design and engineering location were also decided by suppliers i.e. 100% supplier involvement (virtually)
c. Competition- continual up gradation of the product including technology, features and looks.
d. Public & Customers- the needs, tastes and buying habits changed with increase in their purchasing power.
3. Is there any effect of forces acting at the macro-level on the brand?
Ans. . The macro level forces are:
a. Demography- Three Manufacturing plants located at Maharashtra- Highly developed industrial state
b. Economic environment- The needs, aspirations, desires of the evolving urban customers in India
c. Natural environment- The rough terrain and condition of Indian roads
d. Technology- The SUV segment was still evolving in India which constituted a small niche in the market (about 10-12%).To sting the competition with superior product, Scorpio was started with a unique product development process- IDAM(Integrated Design and Manufacturing), followed by modifications in engine ( DI turbo...