Business Case Studies & Business Publications

A Truck is not a Cookie: Matching Supply...

Roy, Debjit

Case

A Truck is not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division

Roy, Debjit

IIMA-PROD0326 | Published November 28, 2020 | 19 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Mahindra Trucks and Buses forayed into India's commercial vehicles sector in 2005. However, they had to battle numerous supply chain challenges associated with introducing a new product (a new truck brand) in the market and to gain a noticeable foothold in the market. In this case, we attempt to align customer brand stickiness with the supply chain expectations from a new product. In particular, we deliberate how the needs of all actors in the supply chain must be met and their interactions must be accounted in developing a robust supply chain. Finally, a supply chain is successful when demand can be matched with supply and the customer's service level can be achieved.

Understanding commercial vehicle customer expectations. Aligning customer expectations with supply chain design. Rethinking supply chain design for the commercial vehicle market.