A Truck is not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division
Publication date: 20 September 2023
Abstract
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.
Keywords
Citation
Roy, D. (2023), "A Truck is not a Cookie: Matching Supply with Demand at Mahindra Truck and Bus Division", . https://doi.org/10.1108/CASE.IIMA.2023.000008
Publisher
:Indian Institute of Management Ahmedabad
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