Introduction

INTRODUCTION

M&M was found in 1945 in India, which is part of the emerging countries, by brothers J.C Mahindra and K.C Mahindra and a collaboration with G. Mohammad an entrepreneur. It started as Mahindra & Mohammad a steel company in Mumbai. Two years later G. Mohammad left the company, The Mahindra brothers took over and entered into a collaboration with Willys Jeep for the Indian market. Over the years, the group’s automotive sector emerged as one of the leading arms of the Mahindra group.

It manufactures and market utility vehicles and sell agribusiness equipments, aerospace and others goods. From the beginning, M&M ambition was to become a global player in the auto industry. As a part of its globalization strategy, it collaborated with many international companies in all around the world. The company has established its presence across all the continents except Antarctica as of 2011. Further, it was also forging alliances with companies at home and abroad.

M&M followed a strategy common among companies from the emerging markets by going global by entering those markets that were similar to their domestic markets. M&M formed many joint venture in country such as in China. M&M was essentially focused on R&D, that lead to M&M being the fourth largest automaker in India in 2010.

In the this report we are going to focus in an one hand in what are the unique strategies that the emerging-market companies employ in pursuing globalization, then make an analyze of M&M situation and talk about what are the various alternatives in front of M&M in building its brand at the global level.

On the other hand, we are going to find issues that M&M is faced to and find some recommendations to M&M in order to improve their strategies.

CONCLUSION

As a conclusion, we can say globally that M&M succeeded in its quest to be an emerging global giant. By 2012 M&M...