Mahindra and Mahindra Limited (M&M) is an Indian multinational car manufacturing corporation headquartered in Mumbai, Maharashtra, India.

Mahindra and Mahindra Limited (M&M) is an Indian multinational car manufacturing corporation headquartered in Mumbai, Maharashtra, India. It is one of the largest vehicle manufacturers by production in India and the largest manufacturer of tractors in the world. It is a part of the Mahindra Group, an Indian conglomerate.
Imagine that M&M would like to sell its products in the UK market under its own brand.
Although M&M enjoys a favourable reputation in India, it is a relatively unknown prospect outside of India. Moreover, due its Indian origin, M&M is somewhat disadvantaged by a less than positive Country of Origin (COO) effect, whereas auto manufacturers and hi-tech companies from Western countries benefit from corporate reputations which have been built up over many years.

The task: You are a PR consultant, and you have been asked by M&M to
- Provide two examples of best practice in two different industries. Your examples should describe those organisations which have successfully countered negative country of origin perceptions to successfully build their corporate reputations in international markets. M&M want to learn from the best practice examples you have provided (40%)
- Identify opportunities that could enhance M&M’s reputation in the UK market in the next five years (30%)
- Critically evaluate what you would consider to be the most appropriate messages, media and tools to use when developing a proactive PR campaign to build M&M’s reputation in the UKmarket (30%)