Business Case Studies & Business Publications

ASHOK LEYLAND (A): REACHING FOR THE STAR...

Kannan Srikanth, G...

Case

ASHOK LEYLAND (A): REACHING FOR THE STARS — EMBARKING ON A NEW VISION AND STRATEGY

Kannan Srikanth; Geetika Shah

ISB113 | Published July 25, 2018 | 14 pages Case

Collection: Indian School of Business

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Learning Objectives

This case documents the history of Ashok Leyland (AL), the second largest commercial vehicle manufacturer in India, and captures its growth and journey up to 2007, when the company adopted its new vision of more than doubling in size in a fairly mature industry. The challenge that the case poses to students is to understand how the firm, widely regarded as a small player globally and as a regional one even within India, could fulfill this ambitious vision.

• To examine the challenges in managing an aggressive vision for growth.