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Product cover image for A Truck Is Not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division

A Truck Is Not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division

Roy, Debjit

Product #:PROD0326
Supplier:Indian Institute of Management Ahmedabad
Discipline:Marketing
Setting:India
Details:Case (PDF) • 19 pages • 2020-11-28

Subjects:

LogisticsOperations and supply chain managementSales and marketingMarketing

Industries:

Transportation and distribution

Geography:

IndiaAsia
Your Price:$10.54

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The Mahindra Truck and Bus Division (MTBD) is one of India’s leading auto industries. Commercial truck brands such as Tata and Ashok Leyland capture a significant portion of the market share. In the case, we discuss the challenges faced by new commercial vehicle (CV) players such as the MTBD in synchronising supply with demand. The case brings out the supply chain nuances associated with truck manufacturing business, especially from a new entrant’s perspective.

Learning Objectives

Understanding commercial vehicle customer expectations; Aligning customer expectations with supply chain design; Rethinking supply chain design for commercial vehicle market
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Case Study: A Truck Is Not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division (English version) | Ivey Publishing