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This case study will help students of business management learn the dynamics of strategic decision-making frameworks in a competitive market. After working through the case and assignment questions, the students will be able to understand the 5C framework for strategic decision-making in the context of sports utility vehicles (SUV) segment of Indian automobile industry; identify the opportunities and challenges of the competitive SUV market for long-term survival and growth; and devise a suitable strategic plan incorporating the factors which drive the change in the dynamic automobile industry.

The case study talks about the dilemma faced by Mahindra and Mahindra (M&M), a subsidiary of Mahindra Group. M&M, one of the leading auto manufacturers and pioneers of SUVs in India, has been facing a storm across its business in the past few years. While M&M is making a concerted effort to go back on the road to success, its rivals are not standing idly either. Consumer behaviour towards the purchase of cars is changing at a fast pace, and sales of utility vehicles have surpassed the sales of passenger vehicles in the recent past. M&M, whose work culture is a blend of being friendly and performance-oriented to “Rise”, is prepared to take advantage of any opportunity presented by shifting market trends. Following the 10% increase in SUV registrations in 2023, the business is making many attempts to reclaim the ground it is losing in the Indian market. After dropping from its highest position of 53% in FY 2012 to 15% in FY 2021, M&M’s market share increased to 18% in FY 2023. M&M launched a new logo for its SUV portfolio in August 2021 and launched many SUVs back-to-back, such as Thar, Bolero, XUV700 and Scorpion-N, to face the competition. In 2023, M&M chartered the first position in SUVs by revenue, with a market share of 19.1% and ready for 2024 with six new SUVs. The way M&M performed in 2023 is evidence of its primary objective, which is to offer authentic SUVs to lead the SUV market in revenue share. However, there are still many obstacles in the way. When consumers have so many options from rivals such as Hyundai, KIA Motors and TATA Motors, would it be easy for M&M to bring back its SUVs to the market?

The case study is designed for use in a postgraduate-level course in the subjects – strategic management/marketing management. The case study provides an opportunity to discuss how a company can create a unique selling proposition for its product to sustain its growth in a competitive market, when consumers have so many options from rivals.

Teaching notes are available for educators only.

CSS 11: Strategy

The case uses secondary data. The data was collected from the company’s founder.

ParisZigzag is a media-experiential company engaging in media-related activities, such as content creation on social networks, designing and producing books and magazines, with a distinct focus on lifestyle themes. Additionally, the company organizes tours and cultural events in Paris that resonate with and enhance specific lifestyle choices or cultural identities. The company uses both online media and events as tools for advertising, allowing brands and companies to enhance their visibility among audiences. During the global health crisis, the capacity to swiftly adapt and transform proved to be a critical factor for ParisZigzag.

This case study shows how a fast-growing startup could cope with an uncertain and threatening economic and health environment, in particular:

1. entrepreneurs’ reactions to crisis and the crucial role of resilience in responding quickly and constructively to crises and ensuring a startup’s survival; and

2. the significance of proactive planning for future strategies and adapting the business model to tackle forthcoming challenges.

This instructional case can be used in financial and managerial accounting courses and entrepreneurship courses of the graduate or undergraduate level of business programs. This case requires fundamental knowledge in accounting and management.