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Mahindra First Choice Services: Creating a Value Proposition
內容大綱
Mahindra First Choice Services Limited, a multi-brand car-servicing business in India, needs to create a unique customer value proposition to differentiate its brand in a highly competitive landscape. In India, the aftermarket services market comprises original equipment manufacturers, independent garages and few organized players. The marketing head and his team need to position their company’s brand to capture customers that have previously relied on local garages and original equipment manufacturers.
學習目標
The case can be used for a discussion on the challenges of creating a brand in what is essentially an undifferentiated commodity-type business. It is suitable in courses on brand management or marketing communication at the MBA and executive education levels. The instructor may choose to use the case to familiarize students with various brand models. The case also offers an opportunity to perform a competitive analysis of companies that provide the same service but have different value propositions for customers. Students will gain an understanding of how a firm’s value proposition contributes to its operations.<ul><li>To convey the necessity for a business to offer a unique value proposition.</li><li>To discuss alternative propositions and debate the pros and cons of each.</li><li>To explain how research findings through different positioning iterations can help a company to gain a deeper understanding of consumer insights.</li><li>To discuss the complexity of an aftermarket business.</li></ul>