INTRODUCTION:-<br />Marketing is a total system of business, an ongoing process of Discovering and translating consumer needs and desire into product and services, creating demand for these product and services,<br />Serving the consumer demand with the help of marketing channels, and then in turn, expanding the market even in the face of keen Competition. The marketing objectives, developed the marketing plan, or program and control the marketing program to assure the accomplishment of the marketing objectives.<br />Marketing begins with the customer, not with production cost, sales, technological and marks and it ends with customer Satisfaction and social well-being. <br /> Marketing covers all business activities necessary for ascertaining market demand, planning, and product availability, affecting transfer of ownership of products, providing for their physical distribution and facilitating the entire marketing process.<br />Tractor, a self-propelled unit used to pull loads, to carry and operate tillage, cultivating and harvesting machinery and to provide power through the suitable belt pulley, power take off, or other power outlet, to drive stationary and drawn implements and machines, As distinguished from “traction engines"
, which were self propelled steam engine tractor are powered with internal combustion engines. The word"
was coined by combining parts of the words TRACTION and MOTOR, and was first noted in a patents issued in the united states in 1890.<br />This project report is an academic excursive for discussing in general in marketing of tractor and probing into the marketing of Mahindra tractors in particular. The secondary and primary data have been collected for the purpose and this recommendation have been given for the improvement of marketing strategy of tractors in Ganesh agro tractors and services in particular.<br />RESEARCH METHODOLOGY<br />Research Methodology<br />A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent with each other.<br />Research studies evolve through a series of steps, each representing the answer to a key question.<br />INTRODUCTION<br />This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings; which are also dealt with and lead to a logical deduction towards the analysis and results.<br />Primary data:-<br />Personal interview with dealers and user of tractors has been used as survey technique for collecting data. The dealers of different branches of tractor were also enquired about question depending on circumstances. The survey has been made by using primary data and secondary data.<br /> The primary sources consist of collected from dealers of different branches and tractors owners and agriculturist. The secondary data has been collected from encyclopedias, survey of Indian agriculture, Technical journals and news paper reports.<br />Secondary data:-<br />These are the sources contain data, which have been collected and compared for some other purpose. The secondary source consists of readily available components and already compiled statistical statement and reports whose data may be used for study. Secondary data have been collected from many sources. The major sources of secondary data are given below.<br />Reports/records<br />Websites<br />Organizations old data<br />DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE<br />TARGET POPULATION<br />It is a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describer would like them to be. Also called the audience the audience to be served by our project includes key demographic information (i.e.; age, sex etc.).The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. Topic areas: Governance, Accountability and Evaluation, Operations Management and Leadership. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The group of people you are trying to reach with a particular strategy or activity. The target population is the population I want to make conclude an ideal situation; the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preferences, among other things, for which a given course of instruction is intended.<br />I have selected the sample trough Simple random Sampling<br />SAMPLE SIZE:<br />This involves figuring out how many samples one need.<br />The numbers of samples you need are affected by the following factors:<br />Project goals<br />How you plan to analyze your data<br />How variable your data are or are likely to be<br />How precisely you want to measure change or trend<br />The number of years over which you want to detect a trend<br />How many times a year you will sample each point<br />How much money and manpower you have<br />SAMPLE SIZE<br />I have targeted 150people in the age group above 21 years for the purpose of the research. The target population influences the sample size. The target population represents the Delhi regions. . The people were from different professional backgrounds.<br />The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section.<br />DATA COLLECTION<br />Data collection took place with the help of filling of questionnaires. The questionnaire method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions, written or oral. I found it essential to make sure the questionnaire was easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins. These questionnaires were personally administered.<br />The first hand information was collected by making the people fill the questionnaires. The primary data collected by directly interacting with the people. The respondents were contacted at shopping malls, markets, places that were near to showrooms of the consumer durable products etc. The data was collected by interacting with 200 respondents who filled the questionnaires and gave me the required necessary information. The respondents consisted of housewives, students, businessmen, professionals etc. the required information was collected by directly interacting with these respondents<br />LIMITATIONS OF THE STUDY:-<br /> The main limitation of the study is regarding customer to the products. Because the company do not involved in dealings activities and sells the products through the dealers.<br />The second limitation is about marketing area of Mahindra Company’s product to the consumer of Hassan district only.<br />The sample draws for the survey does not cover the entire Hassan district. The sample size has to be restricted due to lack of time and other resources restraint. <br />The study is conducted on the basis data provided by the Ganesh Agro Tractors.<br />Conclusions are drawn on the basis of limited data available.<br />Findings and suggestions drawn are applicable only to the Ganesh Agro Tractors and they cannot be generalized.<br />Time was limited to conduct a detailed study and hence in depth study has not been possible.<br />HISTORY OF THE TRACTOR:-<br />The word tractor was derived from the combining parts of the word TRACTOR and MOTOR and was first noted in a patent issued in USA in 1890. A self profiled power unit used to pull 100 to carry and operate till age cultivation harvesting, machinery to provide power take of or other , power out let a drive stationary and down implements, machinery as distinguish from tractor to pro puller steam engine tractors.<br />Tractor was first used during the 1870's this tractors’s called tractors engine were large four wheeled machine driven by steam. They provided enough power to pall as money as 40 plough they were too awkward to be practical. The first tractors in the since of powered traction vehicles, grew out of the stationary and portable steam engine operated on farms in 19 the century and used to hour plows by 1890's.<br />MAHINDRA TRACTOR HISTORY:-<br /> From army vehicles to farm tractors to major automobile manufacturing, Mahindra's relationship with American industry goes back quite a few years. American GI's who served in India during World War II recognize our parent company, Mahindra & Mahindra, which in l945 was selected to assemble the famous Willis Jeep.<br />Following Indian independence in 1947, Mahindra & Mahindra charted a course of product expansion and globalization. The philosophy led to the company's entrance into the worldwide tractor.<br />In 1962, M&M formed a joint venture with International Harvester to make tractors carrying the name Mahindra name-plate for the Indian market. Armed with engineering, tooling and manufacturing know-how gained from this relationship, M&M-a major auto maker- developed its first tractor, the B-275. This successor to International Harvester's incredibly popular B-414 is still the basis for some current Mahindra models. Today, Mahindra is the third largest tractor manufacturer in the world with sales of nearly 85,000 units annually in 10 countries. This places them ahead of John Deere & Kubota. In India, Mahindra has been the number one selling brand since 1983.<br />TYPES OF TRACTORS:-<br />Tractors are classified according to weather wheels or tracks which are used to provide traction. <br />Two wheel drive tractors:<br />General purpose tractors<br />Standard treads tractors.<br />Track laying Tractor:<br />These tractors are used to obtain better adhesion or lower ground pressure then would be possible with an ordinary wheeled tractor.<br />Four Wheel drive tractors:<br /> These are able to work under any conditions since its engine is engaged to both the front & rear wheel. Those in most general use are of the wheel drive type with two large wheel driving wheels at the rear & two steering wheels at the front.<br />The Tractor Industry in India dates back to 1961 when a madras based company pioneered the manufacture of farm equipment by establishing a tractor plant in collaboration with a multinational agricultural machinery manufacturer. Today agricultural tractors are manufactured by about 15 units in the organized sector with a total registered capacity of above 2 lakh.<br />TRACTOR SPARE PARTS:-<br />There are so many parts of tractors, they are;-<br />Intake manifold winter related parts.<br />Oil pump and oil pan.<br />Oil fitter and related parts.<br />Manifold as export system.<br />Crank shaft fly wheel and related parts.<br />Dual range and speed transmission gare.<br />Powers take of an assembly.<br />Clutch control.<br />Clutch assembly.<br />Radio and related parts.<br />Water pumps parts.<br />Fuel system<br />Injection assembly.<br />Air cleaner assembly.<br />Throttle controls.<br />Fuel Injection pump.<br />Injection pump governor. <br />Fuel filters assembly.<br />8-Speed transmission gearshift leaver and related parts.<br />Hydraulic lift cover.<br />Hydraulic cylinder.<br />Hydraulic shaft.<br />Hydraulic system<br />Hydraulic linkage and related parts.<br />Hydraulic pump assembly.<br />Flow control value and related parts.<br />Center housing and related parts.<br />Differential locks linkage parts.<br />Rare and differential related parts.<br />Steering gear assembly.<br />Electrical system of R.H and L.H.<br />Gear right and wringing. Battery and Battery support.<br />Storing motor drive and relay assembly.<br />Deluxe seal assembly.<br />Front wheel assembly.<br />Standard rear wheels.<br />Break and break controller.<br />Front oxlestreeing and related parts.<br /> USES OF TRACTORS:-<br /> Following are the uses of tractor.<br />In the field of agriculture tractor have on important role to play in <br />Rising productivity.<br />Tractor is used in the field of transportation. The fertilizers can be carried to the field & the produce to the market with the help of tractors. It is also for the purpose of transportation goods from one place to another.<br />Through the use of tractor farm practices were revolutionized & agriculture crops were increased per hectare. Mechanized farming becomes possible through the use of tractors.<br />In stone crushers before the blasting of rocks drilling machines are used to drill the rocks with the help of tractors.<br />Not only has animal power been displaced & human effort reduced through the use of tractors.<br />ROLE OF TRACTORS IN INDIAN AGRICULTURE:-<br />India has always been heavily dependent on agriculture for its economic growth. It follows that mechanized farming would increase agriculture output in the given the huge trucks of land which cultivated are would assume that tractors are sold in a big way in our country.<br />Indian agriculture is as old as civilization itself & the Indian farmer has the benefit of a vast past experience the yield of crops in India are very low when compared to even some of the south east when compared to even some of the south east Asian countries. Agriculture forms the backbone of the Indian economy & despite concerted industrialization in the last four decades; agriculture occupies a place of pride. Being the largest industry in India, it is the source of livelihood for over 70% of the national income. Its importance in industrial development in the supply of raw-materials to leading industries like jute, textile, sugar etc, is very high.<br />Agriculture increase national income & it helps in industrial development, agriculture helps for the promotion of international trade & the development of agriculture is essential for economic growth, the significance of agriculture in India arises also from the fact that the development in agriculture is an essential for the development of the national economics.<br />Though the experience of Indian farmer the yields crops in India very low when compare to other countries. For this reasons are quite obviously monocropping & repeated use of land without rest is one problem is the efficient use of good fertilizers expect domestic fertilizers also primitive & traditional, besides the wooden plough, hoe, sickle & other old method of practicing agriculture no any mechanical or other devices are used.<br /> By mechanization of agriculture we mean the replacement of animal & human power by machinery & pouching done by tractors. Sowing & putting of fertilizers by the drill & reaping & thrashing by the combined harvester & so on. The tractors will so be used in transporting crops to markets. By using tractors, crops can be easily taken<br />COMPANY PROFILE<br />Mahindra and Mahindra incorporated in 1945, began operations, with assembly of jeeps imported in semi knocked down (SKD) condition form wills, USA Mahindra and Mahindra started manufacturing jeep in collaboration with wily overland corporation and American motor cooperation (now parts of the Chrysler group) in 1954 and LCVs in 1965. Tractor production started in 1965 in a joint venture company with technical collaboration of international harvester company Chicago, USA. This company was merged with M and M in 1977. M and M is originally a principal supplier to the government for defense and other departments. M and M has restructured its operations. While the focus is an automotive and tractor divisions most of the other business including IT, Infrastructure and financial services have been hired off into new ventures.<br />Mr. Anand Mahindra is a member of the class of 1977 Harvard College, Cambridge, mustache sets form where he graduated manger cum laude (high honors). In 1981 he secured on MBA from the Harvard business school in Boston after returning the India he joined Mahindra urine steel company ltd.<br /> In 1989 he was appointed president and deputy-managing director of MUSCO. In April 1997, he moved over to M and M as the deputy- managing director. In April 1997, he was appointed as the managing director by the board of M and M. Mr. Mahindra was also the co promoter and is the chairman of total Mahindra finance ltd. Mr. Mahindra writes frequently on business and general economic subject is leading business and Business magazines.<br />Organization analysis:<br />Mission/Vision<br />Vision: Indians are second to none in the world. The founders of our nation and of our company passionately believed this. We will prove them right by believing in ourselves and by making M&M Ltd. known worldwide for the quality of its product and services.<br />Mission: We don’t have a group-wide mission statement. Our core purpose is what makes all of us want to get up and come to work in the morning”<br />Goals and Objectives<br /><ul><li>To provide highly technological innovative product
By 2015 it wants to enter almost all continents of world
Plan to open 30 outlet pan in India by next 4 year
to make the production system even more efficient
To usher prosperity; for its customers, dealers, employees, society and all other stakeholders.
To be the market leader in all power segments of tractors</li></ul>Strength and Weakness of Mahindra Tractor<br />StrengthWeaknessMarket leader in terms of market share is its biggest strengthThe company's ability to introduce new products in the market and to generate sales from those new products is a major strength. The reason being that this is very essential for any company, for its survival in the long run.The company has established its brand name in other countries of the world as well which is biggest strength of a company to extend and diversify the businessLarge and effective distribution channel.Sufficient financial resourcesThe company is highly dependent on the rural sectorLess technological ability as compared to Foreign playersLow labor productivity<br />MAHINDRA AND MAHINDRA LTD’S BOARD OF DIRECTOR:-<br />Board of director's as on 30th may, 2000 Keshub, Mahindra chairman R.K. Pitamber Deepak, S.Parekh, S.K Batanagar nadir, B.Godrej, M.M. Murugappan, Sanjivkapoor, nominee of unit trust of Idia Narayanan VaghulLewis , W.K Booth Philip, G.spender alternate director to lewis W.K Booth, B.R.Gupta-nominee of life insurance corporation of India A.S.Ganguly, R.K. KulkarniSanjiv, A Kerkar-nominee K.J Davasia Bharat Doshi Alan E Darante, A.K Nanda secretary A.K Nanda.<br /> Mahindra and Mahindra’s register office is in Gateway building, Apollabunder, Mumbai-400001, Plant locations in Mahindra and Mahindra ltd. All plants are located in Mahindra, Mumbai (1965), has facilities level, commander and armada range of vehicles and all tractors and spare parts manufactured on Nashik Plant.<br /> M and M has tractor manufacturing plants at Mumbai and Nagour in Maharashtra state where a wide range of tractors are produced. M and M’s tractors manufacturing unit at Kandiv is the single urges tractors manufacturing unit in the world it consist of modern machine shops ascertainable line and engine manufacturing facilities. M and M is one of the top four manufacturing of tractor's in the world value terms the plant in Nagpur. Maharashtra also produces a wide area of agricultural implements to soot every sole type and from operation and O.E components.<br /> The M and M tractors division to date as produce over 500000 tractors over 5000 of which has been exported to USA, Africa ,Europe, Srilanka, Bangladesh, Vietnam and other countries. Its marketing network spans the Entire globe with representation in most contents around the world. M and M has widest range of tractors among Indian companies.<br />Different tractors models cover disparate market segment form 25 HP to 50 HP tractors for more than a decade. M and M tractors have been market leaders.<br />But M and M is not content with being just a market leader research engines at machines developed a direct in injection tractors engine this gave for Greater fuel efficiency than even before and provided the advantage of an instant could start recently. M and M has “Increased warranty to India” on all its models to 2000 hours of usage or 2 years of service form 1000 hours or 1 year earlier strong emphasis on from continuous product innovation and improvement has helps to sustain our market leadership in the dynamic Indian tractor market. Strong manufacturing facilities backed by a strong R&D capability and a dynamic and customer oriented marketing function. M&M has secured the top position in the "
Domestic Tractor Market"
.<br />When India celebrates 50 years of independence and the world moves on to the next century M&M is eager to export new markets and renew our commitment to the agricultural community.<br />Mahindra & Mahindra Ltd. is one of the major automotive companies of India. They initially had collaboration with Willys Overland Corporation to import and assemble jeeps in India. They are the market leaders in the utility vehicles segment. They are also a major player in the tractor manufacturing segment as well. They are the only sole Indian company to be a part of the top five tractor manufacturing companies in the world.<br />The Indian Tractor Market; <br /> The Indian tractor industry, dominated since time immemorial by a few known brands, is in the process of a change. A look at the average growth rate recorded by the tractor industry point towards a general slowdown. The growth rate for the eight month period April- November 1996 has dropped to 13% from 16% recoded during the previous year. Among the 3 Indian majors, Mahindra & Mahindra Tractor &Farm Equipment (TAFE) & Punjab tractors, only M&M has recorded a marginal drop in market share. Overall all of them have witnessed increased sales in terms of volume. As for the others which include the links of Eicher, HMT, ESCORTS etc., there has been steady erosion in the market share. A begin state policy, which provides the buyer subsidies & soft loans has seen the tractors become a popular substitute for the LCV as utility vehicle in rural areas.<br />Due to the general slowdown in the growth rate of the Economy, the industry expects to slow down. The growth rate in tractor declined from 18.5% in 1994-95 to 17.3% in 1995-96 & 1996-97 (April-Nov).<br />But there is one company which has defined this entire ‘slowdown’ pattern & is growing at a steady pace. The co. is Punjab Tractors Ltd... The market share of Punjab tractors has increased from 11% to 14.9% in 1996-97 (April- December). It overtook Eicher in 93-94& Farm Equipment (TAPE).<br /> The future of the tractor industry will see a shakeout of sorts. The small players will either have to survive. According to experts, ten years from now, the market will stagnate. If at all there is a market that will grow, it will be one for replacements. Till then Tractor players will continue to trudge along slowly maintaining a 5-6 percent growth rate.<br /> Hence the performance of the companies, from the automobile industry that have featured in this year's top50 reveals that though the industry is in the grip of recession players with very good fundamentals will always continue to reward the investors.<br />The Indian tractor industry sold approximately 2.2 lakh tractors between, April 1996&March 1997. On an average the tractor market gas grown by 6% to 7% each year since 1993. When the industry was of around 1.4 lakh tractors in all these years some of the companies had limited production capacities & the customer had to wait for most popular models. These problems were more acute in the season & often aggravated by the short supply of premium models.<br /> However, since October 1996, a distinct change has been observed in the tractor market. All tractors models, including the so called premium products, are readily available in the show room. The main reason for this phenomenon is that all tractor manufacturers have been gradually increasing their production volume in the last few years and presently the total production capacity of all the tractor manufacturers has reached approximately 2.7 lakh units. This will ease the supply position of tractors and in times to come the customer will not have any waiting period for a tractor. <br />MAHINDRA & MAHINDRA TRACTOR SALES RISE BY 16%:<br />Mahindra & Mahindra announced that its tractor sales for the month of August 2008 stood at 7,000 units as compared to 6011 units for the same period last year, recording a growth of 16.45%. Exports: -<br />They exports during August 2008 were 597 units as against 561 units for the same period last year, recording a growth of 6.42%. Total sales (domestic and exports) for the month were 7,597 units, as compared to 6,572 units for the same period last year, recording growth of 15.59%.<br /> Cumulatively, during this fiscal, Mahindra & Mahindra tractors sales in the domestic market were 41,455 units as compared to 37,611 units for the April- August quarter last year, recording a growth of 10.22%.<br /> Shares of the company declined Rs 5.2, or 0.9%, to settle at Rs 572.85. The total volume of shares traded was 15,411 at the BSE.<br />M &M IN INDIA:-<br />MAHINDRA & MAHINDRA LTD. was established in 1962 at Mumbai. The company is India's first large scale project based on totally indigenously & totally indigenous design, know how & technology was promoted by the International Harvester company of U.K.At present the name of owner of the company is Anand G Mahindra.<br />The Mahindra Factory is located at Akurli Road. Mumbai & their implement division are at Nagpur. The factory is among the first to be set up in this Industrial town. Its main marketing Department is at Worli Road, Mumbai.<br />GROWTH OF THE ORGANIZATION:- <br />Mahindra & Mahindra Ltd... Consist of 3 divisions.<br />Mahindra tractor Division.<br /> Mahindra Jeep Division.<br />LCV Division FORD-ESCORT- MAHINDRA Collaboration.<br /> Mahindra tractor Division started with annual capacity of 500 tractors & with capacity of Rs 400 crores. It went into commercial production in the year 1962 with 35 HP ranges of tractor. At present the annual capacity of Mahindra Tractor division is 8000 tractors & with capacity of Rs 2000 crores.<br />The company is managed by seven Boards of Directors with Secretary, Deputy Manager, and Chairman. The day to day operations are managed by the Managing directors.<br />Having Mahindra established in the Indian Market. Mahindra Tractor Division made a determined starts in 1995-96 year to establish itself in the international market over the years, a large number of Mahindra tractors & implements are operating in many countries like Australia, Pakistan, Brazil, Srilanka, and Alzeria. It would be very glad that the pure Indian company with Indian technology export tractors & the implements to other countries or foreign countries.<br />Most of the Mahindra Tractors are sold Foreign countries are 30 HP range of Model. But in Indian market 40 HP ranges of tractors is more demand. Mahindra has 728 dealers in the entire country & it has 30 dealers in Karnataka. <br />Dynamic growth:-<br /> During the 35 years of its existence, Mahindra tractors division has not only expanded its tractors manufacturing capacity of tractors per annum but also more product in to manufacturing range Mahindra has emerged as a major industrial complex in India. The Mahindra is only one pure Indian company, without any alliance of collaboration with any multinational countries which manufactured the machine tools. Mahindra name is synonymous with the quality machine tools in the major industrial concerns in India. Mahindra was not only manufactured tractors but also manufactured harvesters, combines, forklifts, trucks, agriculture implements and automobile castings. <br /> High technology, sophisticated tool room equipment and modern R&D facilities, including computer aided designs and computerized testing machines, blending with decade of experience of Indian conditions, has resulted in technology relevant to Indian conditions.<br /> The export performance, Mahindra has always been conscious that the quality if its products lie in it acceptable in the world market, entry in export market means, it has to know what sells abroad and it has to design its product according to network in India, which will serve as a major source of competitive advantage.<br />The Indian tractor market is anxiously awaiting the arrival of global tractor giants like John Deere, New- Holland, Same, Steyretc and the existing players have also enhanced their product volumes, models range and quality. In this highly competitive market- driven scenario, the complete purchase process shall focus around the customer needs. At these crucial juncture, there shall be used to plan a series of multiple activities to gear up all over business processes to face the future market where in we envisage that “the customer will be king” and that “customer satisfaction” shall be the prime consideration for all over systems<br />Mahindra Tractors, also known as Mahindra & Mahindra Limited - an Indian automobile company, is one of the largest tractor manufacturers in the world. Mahindra entered the U.S. tractor market in 1994, and currently has two assembly and distribution centers in the United States. Mahindra was used at the end of World War II to assemble the Willy’s Jeep for American soldiers in India. Mahindra then later entered the world wide tractor market in 1947, after India’s independence.<br />Mahindra actually developed its first tractor through the help of International Harvester through a joint venture dating back to 1963. Some of the Mahindra tractor models are still based upon the IH B-414 successor. Mahindra has also done a joint venture with Ford Motor Company in 1995.<br />M&M had posted excellent results for the year ended 31st March 2004. Gross sales from operations at Rs 5,914 crore was up by 31.5%, while profit after tax (PAT) at Rs 348.5 crore was up by 139%, from that posted in 2002-03.<br />A total of 41,135 tractors were sold in July-March 2008-2009 as compared to 37,096 units in the same period of last fiscal year. Sale of tractors at 21,247 units and 19,888 units as compared to 18,342 and 18,754 units in July-March 2007-2008.<br />M&M Ltd. Tractors record 19% growth in Sales in June 2009<br />Mumbai Tuesday July 1, 2009.<br />Mahindra & Mahindra’s Farm Equipment Sector (FES), a part of the U.S. $6.7 billion Mahindra Group, significantly consolidated its leadership position in the tractor industry in June 2008. <br />For the month of June 2008, domestic sales of tractors of Mahindra & Mahindra Ltd. were 11054 nos., a growth of 16% and exports during the month were 954 nos., a growth of 69% over the corresponding month last year. Total sales for the month were 12008 nos., a growth of 19% over the corresponding month last year. <br />M&M is the third largest tractor company in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of around 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. <br />Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacturer. It has acquired plants in Chinaand the United Kingdomand has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and International Truck and Engine Corporation, USA.<br />World-class products with high quality, reliability, durability and multiple features.<br />Not only in India one of the largest tractors, markets, it is also one of the few growing markets in the world that is expected to saturate only by the year 2005, by when it shall have a stable demand of around 3.5 lakh units per annum.<br />In the near future the customer will have a multiple variety of models to choose from, not only in terms of quality, technology, reliability &overall economics. In this scenario the role of a dealership for delivering total customer satisfaction through all its thoughts, words and deeds becomes the single highest priority objective in the times to come.<br />Distribution Network:-<br />The company has not only contributed by supplying a large number of tractors to the Indian farmers but has also ensured proper backup services to help them operate. Mahindra has a large network of sales, service, first aid centers &space parts dealers spread throughout the length & a breadth of the country.<br />Mahindra has 728 dealers in the entire country. It has main dealers in Karnataka. It is because of these well spread out facilities. That the ensures minimum downing time of the tractors. The dealership have well equipped workshops having special tools and equipment, field service motor- cycles to ensure prompt service is rendered at the door steps of the farmer.<br />The demand of tractors in Indian market is generally as below.<br />ModelsPercentage of Demand.475-DI40275-DI20B-275-DI30OTHERS10TOTAL100<br /> The above table shows in the below diagram.<br />MAHINDRA USA, INC;-<br />In 2002, Mahindra USA completed a major expansion of its Tomball (Houston Area), Texas headquarters. They tripled the size of the parts warehouse and the production assembly lines. In 2003, a second assembly and distribution center was established in Calhoun, Georgia.<br />In 2004, a separate, much larger parts warehouse was put into operation outside of Houston, Texas, to keep up with the huge growth of Mahindra tractor sales in the U.S.A...Final assembly takes place here in the U.S.A. where we conduct a 51-point pre-delivery inspection, including dynamometer and road test<br />COMPARISON WITH COMPLETIVE COMPANIES:<br />Comparison of stock market performance of different brands:-<br />COMPANY NAMEPRICEN/PCASH PROFITEicher16.583.31183.4M&M91183.04236.78Ford117.5180.7522.2Escort245.07541.33157.77<br /> The above comparison shows in the following diagram.<br />COMPARISON OF INSTALLED CAPACITY AND ITS UTILIZATION:-<br />COMPANYInstalled CapacityProductionCapacity UtilizationNAMES200820092008200920082009Eicher180001800016913158999488M&M28000280003778634886162223Ford850085001448212123170142Escort230002300018437130636647<br /> The above comparison shows in the following diagram.<br />FIRM PROFILE<br />BRIEF HISTORY OF DEALER:-<br />Maruthi motors is started in the year 2005 and registered under partnership Act of 1932. Mr. Prakash, Mr. Prashanth and Mrs. Smitha Prashanth are the partners of Maruthi motors. Mrs. Smitha Prashanth was considered as sleeping partner and others were as working partners.<br />The showroom of M&M tractors is situated in P.B. road, Davanagere-577006. The showroom sports a uniform look and the service station is situated opposite to the show room. The service station area however upgraded as per company specification.<br />Mr. Prakash.P.H. And Mr. Prashanth are very good dealers in Davangere area. They are also having a skill of marketing. Mr.Harif the manager of the company, who is looking after all sales and services of the firm. He has very good tractor mechanic in Davangere area. He is also having a skill of marketing of tractors <br />In the beginning the firm initial capital was 10 lakhs and sale of the tractor is 20 per month. The firm started to deal with Mahindra tractors & implements and spare parts of the Mahindra tractors in the range 25 hp,30hp,33hp 36hp,40 hp.50 hp ,with regard to 225-DI,265-DI,365-DI,275-DI,B-275, 475-DI,585-DI respectively. There is a large demand for the 295,275,475,575 tractors as other range of tractors.<br /> INFRASTRUCTURE FACILITIES:-<br />Land and building:<br /> The firm is having its own building. The office covers an area of 13759.60 square feet, East- west 167'.8"
feet, North-south 90+74/2 feet.<br /><ul><li>Power:
The electric power requirement of the firm is of 250 to0350 unit’s pm. The electric power consumer by the firm’s showroom is about 150 units and service attain like water washing of vehicles etc., take the power consumption of 150 to 200 units. </li></ul>Machinery: <br />The firm is well equipped machines and tolls are used in services facilities to vehicle the value of tool is the firm more than Rs. 1, 50,000.<br /><ul><li>Recruited staff of the firm:
Accounts staff.</li></ul>Man power:<br />The firm has sufficient staff. There are 19 members working in the showroom. There are 14 foremen working in the showroom.<br /><ul><li>Advertisement:
Advertisement is the main aims for create demand for the product in the mind of the customer and improve the competitive strength. The dealer is advertisement its vehicles through various media such as local news paper and states news papers, magazines etc.</li></ul>Ranges of tractors are, <br /><ul><li>Mahindra -295-DI of 35HP.
Mahindra -575-DI of 45 HP. </li></ul>ORGANISATION STRUCTURE:-<br />ORGANISATION STRUCTURE OF MARUTHI MOTORS<br />WITH SPECIAL REGARD TO SALES<br />PROPRITOR<br />MANAGER<br />SALES EXECUTIVE <br />SUPERVISOR <br />OFFICE INCHARGE<br /> <br />SPARE PARTS SUPERVISOR <br />SR. MECHANICCLERCK<br />ASS. MECHANIC<br /> <br />ACCOUNTANT<br />HELPER<br />HELPER<br /> <br /> <br /> <br />The service station is situated at the back side of the show room so that they can provide timely repairs, and other service like wash services, wheel alignment, oil change etc to the customers within time. They also provide after sales services like free services up to one year of purchase and demonstrations...etc. The place of purchase and place of service are situated at the same place and it would be economical to the customers as well as the service providers.<br /> <br />DEMAND FOR THE PRODUCT:<br /> Generally the market is a medium to secure certain volume of sales. It is mainly interested in the demand side of the market. Market consists of individuals and group of people institution and corporate bodies, their needs, their resources, their buying habits and their preferences. The success of the marketing is also depends on the ability to forecast the strength and character of demand as it is the basis for allocation of resources in business.<br /> There are three variable factors that relate to tractors in market demand, that is demographic variables (population pattern) to ascertain size of demand, effective demand (purchasing power) to ascertain potential demand life style pattern of the customers.<br />COMPANY DEMAND:-<br />Company demand is volume of sales expected under given environmental conditions for a specific time. It is function of firm strategies marketing effort and specific the amount of sales turnover which would be realized by a company under different levels of company’s selling efforts. It is the market share of a company.<br /> <br /> Target given by the company;<br />YEARTARGETSALES2004-051502852005-063505002006-073403502007-08500520<br />The above table showed in below diagram.<br /> Mahindra tractors are one of the main products of Mahindra and Mahindra ltd., this company is having collaboration with many foreign companies. But now it is indigenous in manufacturing Mahindra.<br />Following points affect the increased demand for Mahindra tractors:-<br />Manufacturing tractors by incorporating the best technology available.<br />Superior quality of raw material used in production.<br /> Tractors having good specification when compared to other tractors.<br /> Good service given by the agency to customers after sale tractors.<br />MARKETING MIX:-<br />Marketing of Mahindra tractors by Maruthi motors:-<br />Maruthi motors are one of the leading dealers of M Mahindra tractors. The firm has commenced marketing of Mahindra tractors since. The firm has to face many difficulties in the beginning to create primary demand for tractors. Today it is very popular through the salesman and advertisement. The salesman travels through the several villages in Davangere district.<br />Modern Marketing refers to all those activities involved identifying the present and potential requirement of the consumers for goods and services and in securing the distribution of those goods and services form the centers of production to place where these are wanted and at a time they are wanted. Therefore modern marketing is failed to be consumer oriented and it begins before production and also succeeds production.<br />PRICE LIST OF TRACTORS:- <br />SI NoModelHP Total1265DIBP304139962265DI NST304243013275DI BP394544894275DI NST394671595295DI TURBO394608896475DI BP424751537475DI NST424920498475DI NST OIB424975599575DI BP4551981910575DI NST4554411111575DI NST OIB4554962012555 ARJUN 5259179013595 DI TURBO5256294314665 ARJUN 60645547<br />PRODUCTS<br />Ranges of tractors are, <br />Mahindra -295-DI of 35HP.<br />Mahindra- 275-DI of 36 HP.<br />Mahindra-475-DI of 40 HP.<br />Mahindra -575-DI of 45 HP. <br />TRACTOR SPARE PARTS:-<br />There are so many parts of tractors, they are;-<br />Intake manifold winter related parts.<br />Oil pump and oil pan.<br />Oil fitter and related parts.<br />Manifold as export system.<br />Crank shaft fly wheel and related parts.<br />Dual range and speed transmission gare.<br />Powers take of an assembly.<br />Clutch control.<br />Clutch assembly.<br />Radio and related parts.<br />Water pumps parts.<br />Fuel system<br />Injection assembly.<br />Air cleaner assembly.<br />Throttle controls.<br />Fuel Injection pump.<br />Injection pump governor. <br />Fuel filters assembly.<br />8-Speed transmission gearshift leaver and related parts.<br />Hydraulic lift cover.<br />Hydraulic cylinder.<br />Hydraulic shaft.<br />Hydraulic system<br />Hydraulic linkage and related parts.<br />Hydraulic pump assembly.<br />Flow control value and related parts.<br />Center housing and related parts.<br />Differential locks linkage parts.<br />Rare and differential related parts.<br />Steering gear assembly.<br />Electrical system of R.H and L.H.<br />Gear right and wringing. Battery and Battery support.<br />Storing motor drive and relay assembly.<br />Deluxe seal assembly.<br />Front wheel assembly.<br />Standard rear wheels.<br />Break and break controller.<br />Front oxlestreeing and related parts.<br />