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MAHINDRA & MAHINDRA LIMITED



Company Profile:

Introduction:

Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm

equipment, financial services, trade and logistics, automotive components, after-

market, IT and infrastructure conglomerate.

Head Office:

5th floor, Mahindra Towers,

G.M. Bhosale Marg,

Worli, Mumbai : 400018

Registered Office:

Mahindra & Mahindra Limited

Gateway Building,

Apollo Bunder,

Mumbai - 400 001.

Contact Information:

Phone: (022) 24975176

Fax: (022) 2490 0830

Website: http://www.mahindra.com




                                         1
Nature of the Organization:

Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India

and is now a US $6.3 billion Indian multinational. It employs over 1,00,000

people across the globe and enjoys a leadership position in utility vehicles,

tractors and information technology, with a significant and growing presence in

financial services, tourism, infrastructure development, trade and logistics. The

Mahindra Group today is an embodiment of global excellence and enjoys a strong

corporate brand image.

Mahindra is the only Indian company among the top tractor brands in the world

and has made an entry in the two-wheeler segment, which will see the company

emerge as a full-range player with a presence in almost every segment of the

automobile industry.

The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the

leading global business and information technology services company, Satyam

Computer Services. The company is now known as Mahindra Satyam.




Mahindra is also one of the few Indian companies to receive an A+ GRI checked

rating for its first Sustainability Report for the year 2007-08.


Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive,

farm equipment, financial services, trade and logistics, automotive components,

after-market, IT and infrastructure conglomerate The company was set up in 1945

in Ludhiana as Mahindra & Mohammed. Later, after the partition of India,

Ghulam Muhammad returned to Pakistan and became that nation's first finance


                                             2
minister. Hence, the name was changed from Mahindra & Mohammed to

Mahindra & Mahindra in 1948.


Initially set up to manufacture general-purpose utility vehicles, Mahindra &

Mahindra (M&M) was first known for assembly under license of the iconic

Willys Jeep in India. The company later branched out into manufacture of light

commercial vehicles (LCVs) and agricultural tractors, rapidly growing from

being a manufacturer of army vehicles and tractors to an automobile major with a

growing global market. At present, M&M is the leader in the utility vehicle (UV)

segment in India with its flagship UV, the Scorpio (known as the Mahindra Goa

in Italy). M&M is India's largest SUV maker. It’s a public company and engaged

in the automotive and farm equipment industry.


Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality

Medal, the only tractor company worldwide to be bestowed this honour. It also

holds the distinction of being the only tractor company worldwide to win the

Deming Prize. The US based Reputation Institute recently ranked Mahindra

among the top 10 Indian companies in its Global 200: The World's Best

Corporate Reputations list.


Business:

Mahindra & Mahindra grew from being a maker of army vehicles to a major

automobile and tractor manufacturer. It has acquired plants in China and the

United Kingdom, and 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.


                                         3
M&M has a global presence and its products are exported to several countries. Its

global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA

Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd.


M&M is one of the leading tractor brands in the world. It is also the largest

manufacturer of tractors in India with sustained market leadership of over 25

years. It designs, develops, manufactures and markets tractors as well as farm

implements. Mahindra Tractors (China) Co. Ltd. manufactures tractors for the

growing Chinese market and is a hub for tractor exports to the USA and other

nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products

for the American market.


M&M made its entry into the passenger car segment with the Logan in April

2007 under the Mahindra Renault joint venture. M&M will make its maiden entry

into the heavy trucks segment with Mahindra Navistar, the joint venture with

International Truck, USA.


M&M's automotive division makes a wide range of vehicles including MUVs,

LCVs and three wheelers. It offers over 20 models including new generation

multi-utility vehicles like the Scorpio and the Bolero.


At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing

an aggressive product expansion program that would see the launch of several

new platforms and vehicles over the next three years, including an entry-level

SUV designed to seat five passengers and powered by a small turbodiesel engine.

True to their word, Mahindra & Mahindra launched the Mahindra Xylo in



                                            4
January 2009, and as of June 2009, the Xylo has sold over 15000 models.


Also in early 2008, Mahindra commenced its first overseas CKD operations with

the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian

Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles

assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in single

and double cab pick-up body styles as well as SUVs.


Mahindra is currently preparing to sell the diesel SUVs and pickup trucks starting

in February 2010 in North America, through an independent distributor, Global

Vehicles USA, based in Alpharetta, Georgia. Mahindrahas announced it will

import pickup trucks from India in knockdown kit (CKD) form to circumvent the

Chicken tax. CKDs are complete vehicles that will be assembled in the U.S. from

kits of parts shipped in crates.

Vision and 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.'

                                                             -AnandG.Mahindra

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 Mahindra & Mahindra Limited known world-wide for

the quality of its products and services.
Core Business Activities:

    •   Automotive

    •   Farm Equipment

    •   Systech

                                            5
•   Financial Services

   •   Information Technology

   •   Infrastructure Development

   •   After-Market

   •   Two-wheelers

   •   Mahindra Partners Division

   •   Specialty Services


Size of the Organization:




Organization Structure:

  CEO                                   Secretary
  Anand Mahindra                        NS


  Chairman of the Board                 CFO
  Keshub Mahindra                       Bharat Doshi


  Director                              Automotive Sector
  A.Ganguly                             PG


  Director                              Farm Equipment Sector
  R.Kulkarni                            AC


  Director                              Finance, Legal & Financial Services
  Anupam Puri                           UP
                                    6
Director                                    Human Resources, After-Market &
  Naraynan Vaghul                             Corporate Services
                                              RD

  Director                                    Information Technology Sector
  M.Murugappan                                UY


  Director                                    Infrastructure Development Sector
  Arun Dasgupta                               AN


  Director                                    Systems & Technologies Sector
  Deepak Parekh                               HL


  Director                                    Trade, Retail & Logistics Sector
  Nadir Godrej                                RM




Turnover:

Mahindra & Mahindra along with two of its joint ventures, Mahindra-Renault and

Mahindra International, estimates a turnover of Rs 10,000 Crore by 2011. During

2007-08 the figure was Rs 8,000 Crore.

At present, Mahindra & Mahindra is making revenue from the passenger car segment.

The company plans to launch a batch of commercial vehicles in the Indian car market

and in future a bulk of revenue is expected to come from this segment.

Additionally, Mahindra is in process of establishing an Rs 2,500 Crore plant in

Chakan near Pune with a production capacity of 50,000 units per annum.


Product Range:

    MAHINDRA RENAULT (SEDAN)




                                          7
The Mahindra Renault Logan is a spacious wide body sedan built in association with

Renault - the leading automobile manufacturer worldwide. It is a built around

Renault's leading space optimization' design. Mahindra (Sedan) The Mahindra

Renault with its petrol and diesel variants targets the upper middle class consumer

with Mahindra cars ranging between rupees five and seven lakhs. Mahindra Renault

variants include:


   •   Renault Logan GL 1.4 (Petrol):


Renault Logan GL 1.4 is one of the perfect fit and finish car in its segment. New cars

have a show room price of around Rs.4,35,000 and on-road price of around

Rs.5,00,000 inclusive of all charges such as insurance, octroi, RTO, etc. Mahindra

Renault Logan GL 1.4 car prices vary with the car dealer's location.




   •   Renault Logan GLE 1.4 (Petrol):


Renault Logan GLE 1.4, this perfectionist has is gifted with perfect body structure

and control level. New cars in this series have a showroom price ranging from around

four lakhs to around five lakhs inclusive of all charges like insurance, octroi, RTO,

etc. Renault Logan GLE 1.4 car prices vary with the car dealer's location.


   •   Renault Logan GLX 1.6 (Petrol):


Renault Logan GLX 1.6 is the ideal combination of power and elegance. At the

showroom, this car costs around Rs.5,35,000 with an on-road price of around

Rs.6,00,000. This includes standard ancillary charges also.



                                           8
•   Renault Logan DLE 1.5 (Diesel):


This variant of Logan defines itself in terms of spaciousness and performance. The

Renault Logan DLE 1.5 is now available at a showroom price of around Rs.5,55,000

with an on road price of around Rs.6,20,000 including supplementary charges.


    •   Renault Logan GLS 1.6 (Petrol):


Renault Logan GLS 1.6 is a wide body car with classy features and aggressive price.

New cars have a show room price of around Rs.5,75,000 and on-road price of around

Rs.6,50,000. Mahindra Renault Logan GLS 1.6 car prices vary with the car dealer's

location.


    •   Renault Logan DLX 1.5 (Diesel):


Renault Logan DLX 1.5 is marked for its spacious and comfortable features. New

cars in this series have a showroom price ranging from around six lakhs to around

seven lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault Logan

DLX 1.5 car prices vary with the car dealer's location.


    •   Renault Logan DLS 1.5 (Diesel):


 This sedan variant from the Logan collection includes all the latest features and

facilities available in its segment. At the showroom, this car costs around Rs.6,50,000

with an on-road price of around Rs.7,30,000. This includes standard ancillary charges

also.


     MAHINDRA BOLERO (SUV)


                                           9
Popular Mahindra SUV car prices range from Mahindra cars at a bit above rupees five

lakhs to Mahindra cars at a bit below rupees ten lakhs. The Mahindra Bolero is

Mahindra's leading presentation in the utility vehicle segment. It comes with a brand

new style and time tested performance. The Mahindra Bolero lives up to its reputation

of being a tough vehicle. Mahindra (SUV) The Mahindra Bolero with its diesel

variants targets the middle class consumer with Mahindra SUVs at on-road prices

ranging between rupees five and seven lakhs. Mahindra Bolero variants:


   •   Bolero DI (Diesel):


Bolero DI makes toughest roads smoothest while riding. New cars have a show room

price of around Rs.5,20,000 and on-road price of around Rs.5,85,000. Mahindra

Bolero DI car prices vary in lakhs upon the car dealer's location.




   •   Bolero SLE (Diesel):


Bolero SLE is a perfect match of style, comfort and convenience. New cars in this

series have a showroom price ranging from around five lakhs to around six lakhs

inclusive of all charges like insurance, octroi, RTO, etc. Bolero SLE car prices vary

with the car dealer's location.


   •   Bolero Plus (Diesel):


The Mahindra Bolero gives an outstanding performance along with modern looks and

features giving the owner complete value for money. At the showroom, this car costs

around Rs.5,50,000 with an on-road price of around Rs.6,20,000. This includes

standard ancillary charges also.
                                           10
•   Bolero SLX (Diesel):


This variant of Bolero is packed with new style and comfort to suit your needs or

unleash your style. The Bolero Bolero SLX is now available at a showroom price of

around Rs.5,80,000 with an on road price of around Rs.6,55,000 including

supplementary charges.


   •   Bolero DIZ (Diesel):


The Bolero DIZ excels in style with an aggressive grille ornament, muscular stance

and low fender extensions. The Bolero DIZ is now available at a showroom price of

around Rs.5,00,000 with an on road price of around Rs.5,60,000 including

supplementary charges.




    MAHINDRA XYLO


The Mahindra XYLO is perhaps the first vehicle in the country which has been

completely engineered around the customer. The powerful 2.49 litre mEagle CRDe

engine is fuel-efficient and delivers 112 bhp, allowing you to literally fly from 0-60

kmph in just 5.8 seconds. Moreover, the Mahindra XYLO offers class-defining lavish

space all around such that even a 6ft tall person can stretch in comfort on the 3rd row

seat. The XYLO offers an extraordinary level of luxurious comfort at a very cost-

effective price for prospective sedan buyers.

Body Dimensions:

Mahindra Xylo has got a 4525mm in length, 1770mm in width, 1880mm in height

and 2760mm in wheelbase. The Wheelbase which is currently added in the Xylo is


                                          11
bigger than its Rival Toyota Innova and people who have seen the car tells us that

Xylo would be most spacious car in the MPV segment. Mahindra Xylo has an ample

ground clearance of 186mm which will help you to float over Indian roads with no

difficulty. The Xylo E2 will accumulate nine persons while rest comes out with

seating capacity of eight. The turning radius of Xylo is at straight 5.4m. The Xylo can

withstand to hold 55 Litres of fuel.

Colors:

Mahindra Xylo comes out with four variants in eight different attractive colors. The

customers can pick any of the colors which are


                        •   Fiery Black

                        •   Read or Red

                        •   Java Brown

                        •   Minty Green

                        •   Lucky Lilar

                        •   Gold Shimmer

                        •   Rocky Beige &

                        •   Mist Silver


Safety Features:

Mahindra has given a special attention to Xylo when it came to safety features. The

Xylo gets special credits as tubeless tyres as a standard option where the top end E8

variant gets an additional ABS and Airbags.

Differentiation between Variants:

   •   Xylo E2:



                                          12
-   Illuminated spoiler
       -   Engine immobiliser



•   Xylo E4:




       -   Illuminated spoiler
       -   Engine immobiliser
       -   Central locking

•   Xylo E6:

       -   Illuminated spoiler
       -   Engine immobiliser
       -   Central locking
       -   Tubeless tyre
       -   Fog Lamps

•   Xylo E8:

       -   Illuminated spoiler
       -   Engine immobiliser
       -   Central locking
       -   Tubeless tyre
       -   Fog Lamps
       -   Rear Defogger




 MAHINDRA SCORPIO (SUV):


The Scorpio is Mahindra's world class presentation and flagship adventurous

SUV. Mahindra (SUV) The Mahindra Scorpio with its diesel variants targets the




                                   13
middle class consumer with Mahindra SUVs at on-road prices ranging between

    rupees eight and ten lakhs. Mahindra Scorpio variants:


    •   Scorpio 2.6 LX (7-Seater) (Diesel):


This vehicle comes fully packed with loads of stylish, convenient and comfort

features. New cars have a show room price of around Rs.7,10,000 and on-road price

of around Rs.8,00,000. Mahindra Scorpio 2.6 LX (7-Seater) car prices vary with the

car dealer's location.


    •   Scorpio 2.6 LX (9-Seater):


Figure out the great technological, exterior, interior, and safety features on this

masterpiece. New cars in this series have a showroom price ranging from around

seven lakhs to around eight lakhs inclusive of all charges like insurance, octroi, RTO,

etc. Mahindra Scorpio 2.6 LX (9-Seater) car prices vary with the car dealer's location.




    •   Scorpio 2.6 DX (7-Seater) (Diesel):


Scorpio 2.6 DX is well known for eye-catching looks and sturdy performance. At the

showroom, this car costs around Rs.7,80,000 with an on-road price of around

Rs.8,80,000. This includes standard ancillary charges also.


    •   Scorpio 2.6 DX (8-Seater) (Diesel):


                                          14
Scorpio 2.6 DX exudes robust and elegance including go-getting features. The

Scorpio 2.6 DX is now available at a showroom price of around Rs.7,78,000 with an

on road price of around Rs.8,80,000 including supplementary charges.


    •   Scorpio 2.6 SLX (7-Seater) (Diesel):


This variant from the Mahindra Scorpio's stable is marked for its durability, reliability

and low maintenance. New cars have a show room price of around Rs.8,40,000 and

on-road price of around Rs.9,50,000. Mahindra Scorpio 2.6 SLX (7-Seater) car prices

vary with the car dealer's location.


    •   Scorpio 2.6 SLX (8-Seater) (Diesel):


Scorpio 2.6 SLX possess strong engine with its attractive looks and decent design.

New cars in this series have a showroom price ranging from around eight lakhs to

around nine lakhs inclusive of all charges like insurance, octroi, RTO, etc. Scorpio 2.6

SLX car prices vary with the car dealer's location. Mahindra has positioned itself as the

traditional leader in utility vehicles on Indian roads. Its tie-up with Renault has marked its

full-fledged entry into the passenger car market. Mahindra cars today, including Mahindra

Bolero, Mahindra Scorpio, and Mahindra Logan enjoy immense popularity with Indian

middle class consumers.


Board of Directors:

                          Mr. A K Nanda, Executive Director
                          Mr. A S Ganguly, Director
                          Mr. Alan E Durante, Executive
                          Director
                          Mr. Anand G Mahindra, Managing
                          Director
                          Mr. Baldev R Gupta, Nominee
                          Director

                                             15
Mr. Bharat Doshi, Executive Director
                          Mr. Deepak S Parekh, Director
                          Mr. K J Davasia, Executive Director
                          Mr. Keshub Mahindra, Chairman /
                          Chair Person
                          Mr. Lewis W K Booth, Director
                          Mr. M M Murugappan, Director
                          Mr. Nadir B Godrej, Director
                          Mr. Narayanan Vaghul, Director
                          Mr. Philip G Spender, Alternate
                          Director
                          Mr. R K Kulkarni, Director
                          Mr. R K Pitamber, Director
                          Mr. S K Bhatnagar, Director
                          Mr. Sanjiv A Kerkar, Nominee
                          Director
                          Mr. Sanjiv Kapoor, Nominee Director

                           Table No-1: Company’s Directors


Key Executives:

S.N. Auditor’s Name                                    Designation
                                                    Co.Secretary & Compl.
1      Mr.Narayan Shankar
                                                    Officer
                                                    Group    Chief Financial
2      Mr.Bharat Doshi
                                                    Officer
       Mr.Anjanikumar
3                                                   President
       Choudhari
4      Mr.Hemant Luthra                             President
5      Mr.Ulhas N Yargop                            President
6      Mr.A K Nanda                                 President
7      Mr.Pawan Goenka                              President
8      Mr.Rajeev Dubey                              President
9      Mr.Anoop Mathur                              President
10     Mr.Uday Y Phadke                             President
Table No-2: Company’s Key Executives



SWOT Analysis:


Strengths


                                               16
•   Over the years the company has emerged as one of the top players in the world

       in terms of number of tractors sold. This gives a clear indication that the

       company's market share is one of its biggest strengths.

   •   The 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. This is evident from the 40% market share that it holds in the 30-40 HP

       tractors market in the US.


Weaknesses

   •   The company is highly dependent on the rural sector, and the rural sector in

       turn is highly dependent on the monsoons. As a result, if there happen to be

       bad monsoons (less of rains) for two consecutive years it could have an

       adverse impact on the demand of tractors for the company.


Opportunities

   •   The government has been trying to strengthen the exports of agricultural

       products. As a result, the quality of agricultural products necessarily has to be

       very high. For this, they need better rural and agricultural infrastructure. This

       might result in an increase in demand for tractors.

   •   In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped

       area, which is much below the world average of 19 tractors for the same. Thus

       there is scope for the demand to increase.

Threats




                                          17
•   The company has a history of having invested in unrelated diversifications

            such as telecom, holiday and resort inns, financial services, etc. which it has

            hived off as subsidiaries from time to time when these turned unmanageable.

            This is a cause for concern as such diversifications could divert the company's

            attention from its core business. It is a dangerous tendency as it leads to

            destruction of shareholders value.

        •   The entry of foreign players in the tractors segment could pose a threat to the

            company as these foreign players are technically more competitive than

            Mahindra & Mahindra.


    Objectives:

•   To gather information about customer satisfaction towards Bolero.



•   To study customer satisfaction of Bolero owners along the following major

    parameters:


           Features
           Maintenance Cost
           Safety & Comfort
           After sales service



•   To provide suggestions, in improving the customer satisfaction and the company sales

    and profitability.

•   To identify areas of improvement that could enhance customer satisfaction.

    Scope:

        •   The scope of study is limited to the respondents are selected from Delhi

            region.


                                                 18
•   To carry out the market survey of customer satisfaction towards Bolero. For

       this purpose the geographical area selected is West Delhi.

   •   The functional area of my study is marketing.



Methodology:

        Methodology used for Data Collection:




            •   Primary Data- Primary data is gathered by researcher directly from

                first-hand   sources   by    means     of   surveys,   observation    or

                experimentation. Primary data is collected through questionnaires

                which were filled by the respondents.




            •   Secondary Data- Information that already exist somewhere, having

                been collected for another purpose. Sources include census reports,

                trade publications, and subscription services. Secondary source of

                data that is used in the project is gathered through books,

                websites, newspapers & magazines.


Sampling:

    Target Population – 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. This will be either all or

       a subset of potential users. A population to be reached through some action or

       intervention; may refer to groups with specific demographic or geographic

       characteristics. The target population is the population through which I want to


                                            19
conclude an ideal situation. I have selected the sample through Simple random

       Sampling.


    Sample Size – 100 respondents.

    Sample Unit – Consumers in the age group of 20 to 50 above.

The target population influences the sample size. The target population represents the

West Delhi region. The people were from different professional backgrounds.


        Methodology used for Data Analysis:


           •   Tables

           •   Pie Charts

           •   Bar Graphs




        Tools:




          The software tools used are:

           •   MS-Word.

           •   MS-Excel.




                                         20
Data Reduction & Presentation

Q1.Why did you decide to buy Mahindra Bolero?

         Details                      Total   Percentage
Friends/Relatives suggestion           43        43%
Your own decision                      57        57%
                                      100
Table No-3: Decision to buy Mahindra Bolero
Source: Questionnaire




Graph No-2: Decision to buy Mahindra Bolero


Interpretation:




                                              21
Consumers approached were asked about why they decided to buy Mahindra Bolero.

The options placed before them were Friends/Relatives suggestion and own decision.

This question was answered by 100 consumers.

From the table and bar graph depicted above, the preference as regards the decision to

purchase Bolero is evident. Of the 100 respondents who answered the questionnaire,

43% indicated that they decided to buy Bolero because of the friends/relatives

suggestion and 57% indicated that they took this buying decision on their own.

This question is aimed at knowing why the consumers decided to buy Bolero. By

analyzing the responses to this question we can say that number of consumers who

took the decision of buying Bolero is more as compare to those who took this decision

of buying on the suggestions of friends or relatives.



Q2. If it was your own decision, what made you choose this brand?

      Details       Total          Percentage
Price                16              20%
Design               15              18.75%
Fuel Economy         27              33.75%
After Sales Service 10               12.5%
Quality               6               7.5%
Others                6               7.5%
                     80
Table No-4: Features that helped in choosing Mahindra Bolero
Source: Questionnaire




                                                  22
Chart No-1: Features that helped in choosing Mahindra Bolero




Interpretation:


Consumers approached were asked that if it was their own decision to buy Bolero

then what made them choose this brand. The factors that were placed before them

were: Price, Design, Fuel economy, After-sales service, Quality and others. Their

responses were recorded and an idea of the factors that influence their buying

decisions was formed.

From the table, bar graph and pie chart depicted above, the influencing factors are

evident. Of the 80 respondents who answered the questionnaire, 27 replied that fuel

economy of the Bolero is generally the main reason they choose to buy it. This

accounts for 33.75% of the respondents who replied fuel economy as the main reason

for their purchase.

Of the 80 respondents who answered the questionnaire, 6 answered that quality

contributed to their purchase decision, while another 6 replied that other factors other

than mentioned in the above table like space available etc. played a big role in their

decision. This accounts for 7.5% of the respondents, in each case.



                                                  23
This question is aimed at getting customer feedback as to the factors that influenced

    their purchase decision of Bolero. By analyzing the responses to this question, we can

    say that fuel economy has the biggest influence on the consumers in their purchase

    decision.

    If set in descending order of influence as indicated by the consumers, the factors can

    be listed as: Fuel economy, price, design, after-sales service, quality, and others.

    From the table, bar graph and pie chart depicted above, it is evident that customers

    give value to a number of factors when deciding which 4-wheeler to purchase. It

    would be prudent on pat of the company to identify their strong and weak areas,

    which attract or drive away customers.



    Q3. Indicate your level of satisfaction with respect to the following attributes of

    Bolero?

  Factors          Extremely     Satisfied                      Neutral      Dissatisfied  Highly      Total
                   Satisfied                                                             Dissatisfied
                 Total       % Total       %                Total      %     Total     % Total      % Total %
Fuel             5      5.05% 49     49.49%                 38    38.38%     6     6.06% 1     1.01% 99 100%
Consumption
Safety &    5             5.05%      54       54.54%        30      30.30%   9     9.09%    1   1.01% 99   100%
Comfort
Design      3             3.06%      35       35.71%        53      54.08%   7     7.14%    0     0% 98    100%

Space            17     17.34%       71       72.44%        9        9.18%   1     1.02%    0     0% 98    100%
Available
Maintenance      2        2.02%      28       28.28%        51      51.51%   16   16.16%    2   2.02% 99   100%
Cost

    Table No-5: Level of Satisfaction with regard to certain attributes
    Source: Questionnaire




                                                         24
Graph No-3: Level of satisfaction with regard to certain attributes



Interpretation:

Consumers approached were asked about their satisfaction level based on some

attributes of Bolero. The attributes placed before consumers were: Fuel consumption,

safety & comfort, design, space available and maintenance cost. The question was

answered by 100 consumers. The satisfaction scale comprised of five options:

Extremely satisfied, satisfied, neutral, dissatisfied and highly dissatisfied.


From the table and bar graph depicted above, satisfaction level of the consumers is

evident. Of the 100 respondents who answered the questionnaire, 49.49% replied that



                                                     25
they are satisfied with the fuel consumption of the Bolero and 1.01% replied that they

are highly dissatisfied with the fuel consumption.

Of the 100 respondents who answered the questionnaire, 54.54% replied that they are

satisfied with the safety & comfort provided by Bolero and 1.01% replied that they

are highly dissatisfied with the safety & comfort.

Of the 100 respondents who answered the questionnaire, 54.08% replied that they are

neutral towards the design of the Bolero and 3.06% replied that they are extremely

satisfied with this attribute of Bolero.

Of the 100 respondents who answered the questionnaire, 72.44% replied that they are

satisfied with the space available in the Bolero and 1.02% replied that they are

dissatisfied with space available.

Of the 100 respondents who answered the questionnaire, 51.51% replied that they are

neutral towards the maintenance cost of the Bolero and 2.02% replied that they are

highly dissatisfied and other 2.02% replied that they are extremely satisfied with the

maintenance cost.


This question is aimed at knowing the satisfaction level of consumers towards Bolero.

By analyzing the responses to this question, we can find out the effectiveness of the

fuel economy, design, space available, maintenance cost and safety & comfort on the

target consumers. This helps in understanding the consumers’ satisfaction level

corresponding to these attributes.

From the tabulated data depicted above and responses of the consumers, it is evident

that a good number of target consumers are satisfied with the Bolero at large.

However, there are those who are unsatisfied or neutral towards the Bolero. Such

consumers form the potential market that the companies must strive to attract.



                                           26
There are also quite a few respondents who were highly satisfied with the Bolero. It is

imperative for the company to find out why this is so. They can modify and apply the

same attractions towards the consumers who are less satisfied. The above table, graph

and pie charts give a worm’s eye-view of the consumers’ satisfaction towards Bolero.

This can help the marketers understand how effective their strategies have been.



Q4. Are you satisfied with the overall service provided by Mahindra &

Mahindra?

         Details                      Total     Percentage
Strongly Agree                        11        11%
Agree                                 39        39%
Neither Agree Nor Disagree            38        38%
Disagree                              12        12%
Strongly Disagree                     0         0%
                                      100
Table No-6: Satisfaction level with overall service of M&M
Source: Questionnaire




Graph No-4: Satisfaction level with overall service of M&M




                                                   27
Chart No-2: Satisfaction level with overall service of M&M



Interpretation:

Consumers approached were asked if they satisfied with the overall service provided

by Mahindra & Mahindra. This question was answeered by 100 consumers. The

options that were placed before them were: Strongly agree, agree, neither agree nor

disagree, disagree and strongly disagree.


From the table, bar graph and pie chart depicted above, the satisfaction level of

consumers of the overall service provided by Mahindra & Mahindra is evident. Of the

100 who answered the questionnaire, 39% replied that they agree that they are

satisfied with the services of Mahindra & Mahindra.

Of the 100 who answered the questionnaire, 11% replied that they strongly agree that

they are satisfied with the overall service provided by Mahindra & Mahindra.


This question is aimed at knowing the satisfaction level of the consumers about the

overall service provided by Mahindra & Mahindra. From the tabulated data depicted

above, it is evident that a good number of target customers are satisfied with the

overall services of the company.




                                                   28
There are also quite a few respondents who are strongly agree that they are satisfied

with the services of the company. It is imperative for the company to find out why

this is so. They can modify and apply the same attractions towards those consumers

who are less satisfied with services of the Mahindra & Mahindra.



Q5. Compared to other products thar are available in the same segment would

you say that Bolero is:

     Details            Total     Percentage
Much Better             12        12%
Somewhat Better         42        42%
About The Same          31        31%
Somewhat Worse          14        14%
Much Worse              1         1%
Don’t Know              0         0%
                        100
Table No-7: Comparison of Bolero with other products in the same segment
Source: Questionnaire




Chart No-3: Comparison of Bolero with other products in the same segment




Interpretation:




                                                  29
Consumers approached were asked that what they have to say about Bolero if we

compare it to other products that are available in the same segment. The options

placed before them were: Much better, somewhat better, about the same, somewhat

worse, much worse and don’t know. This question was answered by 100 consumers.


From the table, bar graph and pie chart depicted above, the responses of the

consumers regarding Bolero as compared to other products in the same segment are

evident. Of the 100 respondents who answered the questionnaire, 42% replied that

Bolero is somewhat better when it comes to comparing it with others in the same

segment.

Of the 100 respondents who answered the questionnaire, 1% replied that Bolero is

much worse than others in the same segment.

It is evident from the responses that consumers, on an average, regarded Bolero as

better than its counterparts.


This question is aimed at knowing what consumers think about Bolero when it is

compared to others in the same segment. By analyzing the responses to this question

we can say that consumers think Bolero is better than others in the same segment.

The company should try to find out the factors responsible for this and should apply

them in a more attractive way so that company will be able to change the thinking of

those respondents who feels that Bolero is worse than its counterparts.


Q6. How likely are you to recommend Bolero to others?

           Details                Total   Percentage
Definitely will recommend         11      11%
Probably will recommend           49      49%
Not sure                          24      24%
Probably will not recommend       15      15%
Definitely will not recommend     1       1%
                                  100

                                          30
Table No-8: Recommendation of Bolero to others
Source: Questionnaire




Graph No-5: Recommendation of Bolero to others




Chart No-4: Recommendation of Bolero to others



Interpretation:

Consumers approached were asked that how likely are they to recommend Bolero to

others. The options placed before them were: Definitely will recommend, probably



                                                 31
will recommend, not sure, probably will not recommend and definitely will not

recommend. This question was

answered by 100 respondents. The responses were recorded and an idea about the

image of the Bolero in the minds of the consumers was made.


From the table, bar graph and pie chart depicted above, the number of customers who

will recommend Bolero to others is evident. Of the 100 respondents who answered the

questionnaire, 49% replied that they’ll probably recommend Bolero to others.

Of the 100 respondents who answered the questionnaire, 1% replied that they

definitely will not recommend Bolero to others.


This question is aimed at knowing whether they’ll recommend Bolero to others based

on their experience. The object is also to analyze the image of the Bolero in the minds

of its consumers. By analyzing the responses to this question, we can say that a large

number of consumers will recommend Bolero to others. This implies that consumers

have a satisfactory image of the Bolero in their minds.



Q7. Are you satisfied with this brand?

Details Total        Percentage
Yes     67           67%
No      33           33%
        100
Table No-9: Number of respondents satisfied with the Bolero
Source: Questionnaire




                                                   32
Graph No-6: Number of respondents satisfied with the Bolero



Interpretation:

Consumers approached were asked whether or not they are satisfied with this brand.

The options placed before them were: Yes and no. This question was answered by

100 respondents.


From the table and bar graph depicted above, the satisfaction of the consumers with

this brand is evident. Of the 100 respondents who answered the questionnaire, 67%

replied yes they are satisfied with the brand.

Of the 100 respondents who answered the questionnaire, 33% replied that they are not

satisfied with the brand.


This question is aimed at knowing whether or not the consumers are satisfied with this

brand. By analyzing the responses to this question, we can say that quite a large

number of consumers are satisfied with the brand.

It is imperative for the company to find out those factors which are behind this

satisfaction and should apply them in a more effective manner so that those are

dissatisfied can be made to change the image of the company that they have in their

mind and got satisfied.


                                                  33
Q8. If you have to buy another car, will you choose the same brand again?

Details Total       Percentage
Yes     48          48%
No      52          52%
        100
Table No-10: Number of respondents ready to buy same brand again
Source: Questionnaire




Graph No-7: Number of respondents ready to buy same brand again




Interpretation:

Consumers approached were asked if they have to buy another car will they choose

the same brand again. The question was answered by 100 respondents. The responses

were recorded and an idea whether or not consumers will continue their purchase with

this brand was made.


From the table and bar graph depicted above, the number of consumers who’ll choose

this brand again if they have to purchase a car is evident. Of the 100 respondents who

answered the questionnaire, 52% replied that they’ll not consider this brand in future

if they have to purchase another car.

Of the 100 respondents who answered the questionnaire, 48% replied that they’ll

choose the same brand in future if they have to buy another car.


                                                34
This question is aimed at knowing whether or not the consumers will consider this

brand again if they have to make purchase in future. From the responses recorded, we

can say that number of consumers who’ll not consider this brand in future in case they

have to purchase another car is more than those who replied that they will consider

this brand again.

Company should try to find out the main reasons behind this otherwise it will not be

able to hold its current consumer base for long and that will affect its profit and

market share.



Q9. What is your overall opinion about Mahindra Bolero?

Details                    Total      Percentage
Very Good                  17         17%
Good                       40         40%
Neither good nor bad       34         34%
Bad                        9          9%
Very Bad                   0          0%
                           100
Table No-11: Overall opinion about Mahindra Bolero
Source: Questionnaire




Graph No-8: Overall opinion about Mahindra Bolero




                                                 35
Chart No-5: Overall opinion about Mahindra Bolero



Interpretation:

Consumers approached were asked about their overall opinion about Mahindra

Bolero. The options placed before them were: Very good, good, neither good nor bad,

bad and very bad. This question was answered by 100 respondents.


From the table, bar graph and pie chart depicted above, the overall opinion of the

consumers about Bolero is evident. Of the 100 respondents who answered the

questionnaire, 40% replied “good” as their overall opinion about Bolero.

Of the 100 respondents who answered the questionnaire, 9% replied “bad” as their

overall opinion about Bolero.


This question is aimed at knowing the overall opinion of the consumers about Bolero.

By analyzing the responses to this question, we can say that majority of the

consumers have a good opinion about the Bolero based on their experience. This

means they are satisfied with this brand and it’s a good sign for the company.




                                                36
Data Analysis

The above data is collected through questionnaire. The sample size was 100

respondents and the survey was conducted in West Delhi. The data is presented

through charts, graphs and tables. All the calculations are done in the MS-Excel.

There were some limitations that I faced while collecting and analyzing the data such

as time constraints, lack of expertise and hesitation of respondents in filling the

questionnaire and giving me appropriate information. Following is the analysis of the

collected data:

    The first question which was asked to the respondents was about their decision

       to buy Bolero whether they purchased it because of the friends/family

       suggestion or it was their own decision.

       57% of the respondents said that it was their own decision and 47% said they

       purchased it because of friends/family suggestion.

       Majority of the respondents took this decision on their own.

       So through results we can say that the company should take extra efforts in

       promoting their products as large numbers of people take their decision on the

       way a company promotes its products.

    In the next question respondents were asked why they choose this particular

       brand. The options that placed before them were: Price, Design, Fuel

       economy, after sales services, Quality and others. Through the responses to

       this question we identified which factor or factors influence the respondents

       the most.

       The highest responses i.e. 33.75% have been attributed to fuel economy. The

       other factors that influence the respondents in favoring this brand over others

       are (in descending order): Price, design, after sales services, quality.


                                           37
Through this result we can say that company should pay more attention to

   improve the quality of Bolero.

 Then in the next question respondents were asked about their level of

   satisfaction on the basis of some attributes of Bolero such as: fuel

   consumption, safety & comfort, design, space available & maintenance cost.

   They had to indicate their level of satisfaction as: extremely satisfied,

   satisfied, neutral, dissatisfied & highly dissatisfied towards each of the above

   mentioned attributes. Through the responses to this question we identified the

   satisfaction level of the consumers.

   From the responses received we can say that majority of the respondents are

   satisfied with the fuel consumption, safety & comfort and space available in

   the Bolero.

   Majority of the respondents are neutral about design and maintenance cost of

   the Bolero.

   Only few of the respondents were dissatisfied with the above mentioned

   attributes, this indicates that the respondents are moderately satisfied with the

   Bolero.

 The next question was about their satisfaction towards the overall service

   provided by the Mahindra & Mahindra. The options placed given were:

   strongly agree, agree, neither agree nor disagree, disagree & strongly disagree.

   Highest numbers of responses i.e. 39% were agreed that they are satisfied with

   the services provided by the company and only few were not satisfied.

   Through the responses to this question we identified the respondents are

   satisfied with the services provided by the company.




                                      38
 Respondents were asked to compare the Bolero with other products that are

   available in the same segment.

   The highest numbers of responses i.e. 42% were attributed to somewhat better.

   This shows that majority of the respondents regarded Bolero as somewhat

   better than others in the same segment.

 Then in the next question they were asked whether they’ll recommend Bolero

   to others or not.

   By analyzing the responses to this question we identified how likely will they

   recommend Bolero to others.

   Highest responses i.e. 49% were attributed to “probably will recommend”. It

   helps company in identifying the potential demand for the Bolero so that they

   can plan their activities accordingly.

 In the next question they were asked whether or not they are satisfied with this

   brand.

   Highest responses i.e. 67% were attributed to “yes”. Company should try to

   find out why this is so. They can modify and apply the same attractions

   towards the consumers which are not satisfied with the brand.

 Respondents were asked whether they’ll buy another car of the same brand or

   not. By analyzing the responses to this question we identified the probable

   demand for the company’s products in future.

   Highest responses i.e. 52% were attributed to “no”. This indicates that

   although M & M may have an overall goodwill from the consumers, there are

   still some things that they are not doing right.




                                       39
 In the next question they were asked about their overall opinion about Bolero.

   The options placed before them were: very good, good, neither good nor bad,

   bad and very bad.

   By analyzing the responses to this question we identified the overall opinion

   of the consumers about Bolero.

   Highest responses i.e. 40% were attributed to “good”. There were few

   respondents who attributed to “bad”. Company should try to find out the

   reasons for this.




                                     40
Results Of The Study:

In the surveys, interviews and study conducted above, we came across many factors

that influence customers’ satisfaction towards Mahindra Bolero. Here are the findings

based on the data gathered and analyzed.

   •   Respondents were asked as why did they decided to buy Mahindra Bolero.

       They were asked to choose among two categories, viz. Friends/relatives

       suggestion and their own decision. By analyzing the responses to this question

       we can identify as how the respondents got influenced to purchase Mahindra

       Bolero.

       The highest responses have been attributed to their own decision. Such

       respondents took this decision on the basis of their own judgments and not

       easily influenced by others. So company should take extra efforts in promoting

       its products as the large numbers of people take their decision on the basis of

       the way company promotes its products when it comes to purchasing Bolero.

       The respondents who took their decision on the friends’ and relatives’

       suggestion pose a different challenge for the company as they are those who

       got influenced by others when it comes to purchasing a 4-wheeler like Bolero.

       While targeting this segment the company should focus on different groups

       that have influence on the target customers of Bolero.

   •   Respondents approached were asked if it was their own decision then what

       made them choose this brand. The factors placed before them were: Price,

       Design, Fuel economy, after sales services, Quality and others. By analyzing

       the responses to this question we can identify which factor or factors influence

       the respondents the most.




                                           41
The highest responses have been attributed to fuel economy. When choosing

    or favoring this particular brand of 4-wheeler, it is seen that most respondents

    made their decision on the basis of fuel economy of the Bolero.

    The other factors that influence the respondents in favoring this brand over

    others are (in descending order): Price, design, after sales services, quality.

•   Respondents approached were asked about their level of satisfaction based on

    some attributes of Bolero such as: fuel consumption, safety & comfort, design,

    space available & maintenance cost. They had to indicate their level of

    satisfaction as: extremely satisfied, satisfied, neutral, dissatisfied & highly

    dissatisfied towards each of the above mentioned attributes. By analyzing

    responses to this question we can identify the overall satisfaction level of the

    consumers as well as the attribute/s by which they are most satisfied and the

    attribute/s by which they are dissatisfied.

    It is clear from the responses received that majority of the respondents are

    satisfied with the fuel consumption, safety & comfort and space available in

    the Bolero.

    Majority of the respondents are neutral about design and maintenance cost of

    the Bolero.

    Only few of the respondents were dissatisfied with the above mentioned

    attributes, this indicates that the respondents are moderately satisfied with the

    Bolero.

•   Respondents were asked about their satisfaction towards the overall service

    provided by the Mahindra & Mahindra. The options placed before them were:

    strongly agree, agree, neither agree nor disagree, disagree & strongly disagree.




                                        42
By analyzing the responses to this question we can identify whether the

    respondents are satisfied with the services provided by the company or not.

    Highest numbers of responses were agreed that they are satisfied with the

    services provided by the company and only few were not satisfied. It is

    imperative for the company to find out why this is so.

•   Respondents approached were asked to compare the Bolero with other

    products that are available in the same segment. By analyzing the responses to

    this question we can identify that how the respondents view the Bolero when it

    comes to comparing it with the other products that are available in the same

    segment.

    The highest numbers of responses were attributed to somewhat better i.e.

    majority of the respondents regarded Bolero as somewhat better than others in

    the same segment.

•   Respondents were asked whether they’ll recommend Bolero to others or not.

    The options placed before them: definitely will recommend, probably will

    recommend, not sure, probably will not recommend and definitely will not

    recommend. By analyzing the responses to this question we can identify how

    likely will they recommend Bolero to others.

    Highest responses were attributed to “probably will recommend”. It helps

    company in identifying the potential demand for the Bolero so that they can

    plan their activities accordingly.

•   Respondents were asked whether or not they are satisfied with this brand. By

    analyzing the responses to this question we can identify the satisfaction level

    of consumers.




                                         43
Highest responses were attributed to “yes”. It is imperative for the company to

      find out why this is so. They can modify and apply the same attractions

      towards the consumers which are not satisfied with the brand.

  •   Respondents approached were asked how likely they are to buy another car of

      the same brand. By analyzing the responses to this question we can identify

      the probable demand for the company’s products in future.

      Highest responses were attributed to “no”. This indicates that although M & M

      may have an overall goodwill from the consumers, there are still some things

      that they are not doing right. Company must identify what the problem areas

      are and must address them effectively and efficiently.

  •   Respondents were asked about their overall opinion about Mahindra Bolero.

      The options placed before them were: very good, good, neither good nor bad,

      bad and very bad. By analyzing the responses to this question we can identify

      the overall opinion of the consumers about Bolero.

      Highest responses were attributed to “good”. However there were few

      respondents who attributed to “bad”. Company should try to find out the

      reasons for this.



Limitations:

  •   The scope of study was limited to the respondents of the West Delhi only.

  •   Some of the respondents were hesitant in giving the required information.

  •   Measurement of customer satisfaction is a complex subject, just through filled

      questionnaires we can’t measure exact customer satisfaction level.

  •   Lack of expertise and time are loopholes in the study.




                                        44
Suggestions & Scope For Further Study:

  •   The scope of the study could be extended to other regions also other than West

      Delhi only. It definitely would improve effectiveness of the study.

  •   The study could be conducted to measure the satisfaction level of other

      segments of the same company.

  •   With larger data along with more time and some expertise study could be

      made more effective and efficient.




                                           45
BIBLIOGRAPHY

1. Websites Referred:

 http://www.mahindra.com/investorsrelations/financial.html

 http://www.mahindra.com/investorsrelations/contact_us.asp

 http://www.mahindra.com/OurGroup/Overview.html

 http://www.mahindra.com/OurGroup/whatdrives_corepurpose.html

 http://en.wikipedia.org/wiki/Mahindra_&_Mahindra_Limited

 http://www.surfindia.com/automobile/mahindra-mahindra-ltd.html

 http://www.theofficialboard.com/org-chart/mahindra-mahindra

 http://www.karvy.com/compresearch/company/M&M/New%20M&M.htm

 http://auto.indiamart.com/mahindra/

2. Books/ Magazines Referred:

 S.L. Gupta, Marketing Research, Excel Books 2003, 3rd Edition, p. 151, 156,

   173, 196, 267, 294, 297,

 Philip Kotler, Marketing Management, Prentice Hall 2009, 12th Edition, p.



   540, 575, 625, 776




                                    46
APPENDICES

Appendix – A:

Annexure – I:

                                  QUESTIONNAIRE


Dear Sir/Madam,

I am a student of BBA, IP University and as part of our curriculum I am

conducting a survey regarding a project study on “Customer Satisfaction” with

special reference to Mahindra Bolero. I would like your cooperation for the

same, with an assurance that all the information, which you’ll give, will remain

confidential.

Customer Profile:

Name:

Address:

Age: Between 20-30              Between 30-40

      Between 40-50             Above 50

Gender: Male              Female

Occupation: (a) Business                (b) Government Service

                (c) Private Service      (d) Student        (e) Others

Monthly Income: (a) Below Rs. 10,000              (b) Rs. 10,000-15,000

                     (c) Rs. 15,000-25,000        (d) Rs. 25,000-35,000

                     (e) Above Rs. 35,000


Q1. Which 4-wheeler did you own before this one?


Q2. Why did you decide to buy this 4-wheeler?
                                             47
(a) Friends/Relatives Suggestion
   (b) Your Own Decision

Q3. If it was your own decision, what made you choose this brand?

   (a) Price
   (b) Design
   (c) Fuel Economy
   (d) Availability of after-sales service
   (e) Quality
   (f) Others (please specify)

Q4. Indicate your level of satisfaction with respect to the following attributes of
Bolero? (Tick in the desired column)

      Factors          Extremely     Satisfied     Neutral        Dissatisfied      Highly
                       Satisfied                                                  Dissatisfied
Fuel Consumption
Safety & Comfort
Design
Space Available
Maintenance Cost

Q5. Satisfied with the overall service provided by Mahindra & Mahindra?

   (a) Strongly agree
   (b) Agree
   (c) Neither agree nor disagree
   (d) Disagree
   (e) Strongly Disagree

Q6. Compared to other products that are available in the same segment would
you say that Bolero is

   (a) Much better
   (b) Somewhat better
   (c) About the same
   (d) Somewhat worse
   (e) Much worse
   (f) Don’t know

Q7. How likely are you to recommend Bolero to others?

   (a) Definitely will recommend
   (b) Probably will recommend
   (c) Not sure
   (d) Probably will not recommend
   (e) Definitely will not recommend


                                         48
Q8. Are you satisfied with this brand?

   (a) Yes
   (b) No

Q9. If no, why




Q10. If you have to buy another car, will you choose the same brand again?

   (a) Yes
   (b) No

Q11. What is your overall opinion about Mahindra Bolero?

   (a) Very good
   (b) Good
   (c) Neither good nor bad
   (d) Bad
   (e) Very Bad

Q12. Do you want to give any suggestion about any change in the Mahindra
Bolero?




                    Thank you for participating in the survey




                                         49

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Mahindra & Mahindra Limited: India's Leading Automotive and Farm Equipment Conglomerate

  • 1. MAHINDRA & MAHINDRA LIMITED Company Profile: Introduction: Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm equipment, financial services, trade and logistics, automotive components, after- market, IT and infrastructure conglomerate. Head Office: 5th floor, Mahindra Towers, G.M. Bhosale Marg, Worli, Mumbai : 400018 Registered Office: Mahindra & Mahindra Limited Gateway Building, Apollo Bunder, Mumbai - 400 001. Contact Information: Phone: (022) 24975176 Fax: (022) 2490 0830 Website: http://www.mahindra.com 1
  • 2. Nature of the Organization: Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $6.3 billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image. Mahindra is the only Indian company among the top tractor brands in the world and has made an entry in the two-wheeler segment, which will see the company emerge as a full-range player with a presence in almost every segment of the automobile industry. The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the leading global business and information technology services company, Satyam Computer Services. The company is now known as Mahindra Satyam. Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2007-08. Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farm equipment, financial services, trade and logistics, automotive components, after-market, IT and infrastructure conglomerate The company was set up in 1945 in Ludhiana as Mahindra & Mohammed. Later, after the partition of India, Ghulam Muhammad returned to Pakistan and became that nation's first finance 2
  • 3. minister. Hence, the name was changed from Mahindra & Mohammed to Mahindra & Mahindra in 1948. Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under license of the iconic Willys Jeep in India. The company later branched out into manufacture of light commercial vehicles (LCVs) and agricultural tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market. At present, M&M is the leader in the utility vehicle (UV) segment in India with its flagship UV, the Scorpio (known as the Mahindra Goa in Italy). M&M is India's largest SUV maker. It’s a public company and engaged in the automotive and farm equipment industry. Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal, the only tractor company worldwide to be bestowed this honour. It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. The US based Reputation Institute recently ranked Mahindra among the top 10 Indian companies in its Global 200: The World's Best Corporate Reputations list. Business: Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacturer. It has acquired plants in China and the United Kingdom, and 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. 3
  • 4. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. M&M is one of the leading tractor brands in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of over 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. Mahindra Tractors (China) Co. Ltd. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products for the American market. M&M made its entry into the passenger car segment with the Logan in April 2007 under the Mahindra Renault joint venture. M&M will make its maiden entry into the heavy trucks segment with Mahindra Navistar, the joint venture with International Truck, USA. M&M's automotive division makes a wide range of vehicles including MUVs, LCVs and three wheelers. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuing an aggressive product expansion program that would see the launch of several new platforms and vehicles over the next three years, including an entry-level SUV designed to seat five passengers and powered by a small turbodiesel engine. True to their word, Mahindra & Mahindra launched the Mahindra Xylo in 4
  • 5. January 2009, and as of June 2009, the Xylo has sold over 15000 models. Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs. Mahindra is currently preparing to sell the diesel SUVs and pickup trucks starting in February 2010 in North America, through an independent distributor, Global Vehicles USA, based in Alpharetta, Georgia. Mahindrahas announced it will import pickup trucks from India in knockdown kit (CKD) form to circumvent the Chicken tax. CKDs are complete vehicles that will be assembled in the U.S. from kits of parts shipped in crates. Vision and 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.' -AnandG.Mahindra 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 Mahindra & Mahindra Limited known world-wide for the quality of its products and services. Core Business Activities: • Automotive • Farm Equipment • Systech 5
  • 6. Financial Services • Information Technology • Infrastructure Development • After-Market • Two-wheelers • Mahindra Partners Division • Specialty Services Size of the Organization: Organization Structure: CEO Secretary Anand Mahindra NS Chairman of the Board CFO Keshub Mahindra Bharat Doshi Director Automotive Sector A.Ganguly PG Director Farm Equipment Sector R.Kulkarni AC Director Finance, Legal & Financial Services Anupam Puri UP 6
  • 7. Director Human Resources, After-Market & Naraynan Vaghul Corporate Services RD Director Information Technology Sector M.Murugappan UY Director Infrastructure Development Sector Arun Dasgupta AN Director Systems & Technologies Sector Deepak Parekh HL Director Trade, Retail & Logistics Sector Nadir Godrej RM Turnover: Mahindra & Mahindra along with two of its joint ventures, Mahindra-Renault and Mahindra International, estimates a turnover of Rs 10,000 Crore by 2011. During 2007-08 the figure was Rs 8,000 Crore. At present, Mahindra & Mahindra is making revenue from the passenger car segment. The company plans to launch a batch of commercial vehicles in the Indian car market and in future a bulk of revenue is expected to come from this segment. Additionally, Mahindra is in process of establishing an Rs 2,500 Crore plant in Chakan near Pune with a production capacity of 50,000 units per annum. Product Range:  MAHINDRA RENAULT (SEDAN) 7
  • 8. The Mahindra Renault Logan is a spacious wide body sedan built in association with Renault - the leading automobile manufacturer worldwide. It is a built around Renault's leading space optimization' design. Mahindra (Sedan) The Mahindra Renault with its petrol and diesel variants targets the upper middle class consumer with Mahindra cars ranging between rupees five and seven lakhs. Mahindra Renault variants include: • Renault Logan GL 1.4 (Petrol): Renault Logan GL 1.4 is one of the perfect fit and finish car in its segment. New cars have a show room price of around Rs.4,35,000 and on-road price of around Rs.5,00,000 inclusive of all charges such as insurance, octroi, RTO, etc. Mahindra Renault Logan GL 1.4 car prices vary with the car dealer's location. • Renault Logan GLE 1.4 (Petrol): Renault Logan GLE 1.4, this perfectionist has is gifted with perfect body structure and control level. New cars in this series have a showroom price ranging from around four lakhs to around five lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault Logan GLE 1.4 car prices vary with the car dealer's location. • Renault Logan GLX 1.6 (Petrol): Renault Logan GLX 1.6 is the ideal combination of power and elegance. At the showroom, this car costs around Rs.5,35,000 with an on-road price of around Rs.6,00,000. This includes standard ancillary charges also. 8
  • 9. Renault Logan DLE 1.5 (Diesel): This variant of Logan defines itself in terms of spaciousness and performance. The Renault Logan DLE 1.5 is now available at a showroom price of around Rs.5,55,000 with an on road price of around Rs.6,20,000 including supplementary charges. • Renault Logan GLS 1.6 (Petrol): Renault Logan GLS 1.6 is a wide body car with classy features and aggressive price. New cars have a show room price of around Rs.5,75,000 and on-road price of around Rs.6,50,000. Mahindra Renault Logan GLS 1.6 car prices vary with the car dealer's location. • Renault Logan DLX 1.5 (Diesel): Renault Logan DLX 1.5 is marked for its spacious and comfortable features. New cars in this series have a showroom price ranging from around six lakhs to around seven lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault Logan DLX 1.5 car prices vary with the car dealer's location. • Renault Logan DLS 1.5 (Diesel): This sedan variant from the Logan collection includes all the latest features and facilities available in its segment. At the showroom, this car costs around Rs.6,50,000 with an on-road price of around Rs.7,30,000. This includes standard ancillary charges also.  MAHINDRA BOLERO (SUV) 9
  • 10. Popular Mahindra SUV car prices range from Mahindra cars at a bit above rupees five lakhs to Mahindra cars at a bit below rupees ten lakhs. The Mahindra Bolero is Mahindra's leading presentation in the utility vehicle segment. It comes with a brand new style and time tested performance. The Mahindra Bolero lives up to its reputation of being a tough vehicle. Mahindra (SUV) The Mahindra Bolero with its diesel variants targets the middle class consumer with Mahindra SUVs at on-road prices ranging between rupees five and seven lakhs. Mahindra Bolero variants: • Bolero DI (Diesel): Bolero DI makes toughest roads smoothest while riding. New cars have a show room price of around Rs.5,20,000 and on-road price of around Rs.5,85,000. Mahindra Bolero DI car prices vary in lakhs upon the car dealer's location. • Bolero SLE (Diesel): Bolero SLE is a perfect match of style, comfort and convenience. New cars in this series have a showroom price ranging from around five lakhs to around six lakhs inclusive of all charges like insurance, octroi, RTO, etc. Bolero SLE car prices vary with the car dealer's location. • Bolero Plus (Diesel): The Mahindra Bolero gives an outstanding performance along with modern looks and features giving the owner complete value for money. At the showroom, this car costs around Rs.5,50,000 with an on-road price of around Rs.6,20,000. This includes standard ancillary charges also. 10
  • 11. Bolero SLX (Diesel): This variant of Bolero is packed with new style and comfort to suit your needs or unleash your style. The Bolero Bolero SLX is now available at a showroom price of around Rs.5,80,000 with an on road price of around Rs.6,55,000 including supplementary charges. • Bolero DIZ (Diesel): The Bolero DIZ excels in style with an aggressive grille ornament, muscular stance and low fender extensions. The Bolero DIZ is now available at a showroom price of around Rs.5,00,000 with an on road price of around Rs.5,60,000 including supplementary charges.  MAHINDRA XYLO The Mahindra XYLO is perhaps the first vehicle in the country which has been completely engineered around the customer. The powerful 2.49 litre mEagle CRDe engine is fuel-efficient and delivers 112 bhp, allowing you to literally fly from 0-60 kmph in just 5.8 seconds. Moreover, the Mahindra XYLO offers class-defining lavish space all around such that even a 6ft tall person can stretch in comfort on the 3rd row seat. The XYLO offers an extraordinary level of luxurious comfort at a very cost- effective price for prospective sedan buyers. Body Dimensions: Mahindra Xylo has got a 4525mm in length, 1770mm in width, 1880mm in height and 2760mm in wheelbase. The Wheelbase which is currently added in the Xylo is 11
  • 12. bigger than its Rival Toyota Innova and people who have seen the car tells us that Xylo would be most spacious car in the MPV segment. Mahindra Xylo has an ample ground clearance of 186mm which will help you to float over Indian roads with no difficulty. The Xylo E2 will accumulate nine persons while rest comes out with seating capacity of eight. The turning radius of Xylo is at straight 5.4m. The Xylo can withstand to hold 55 Litres of fuel. Colors: Mahindra Xylo comes out with four variants in eight different attractive colors. The customers can pick any of the colors which are • Fiery Black • Read or Red • Java Brown • Minty Green • Lucky Lilar • Gold Shimmer • Rocky Beige & • Mist Silver Safety Features: Mahindra has given a special attention to Xylo when it came to safety features. The Xylo gets special credits as tubeless tyres as a standard option where the top end E8 variant gets an additional ABS and Airbags. Differentiation between Variants: • Xylo E2: 12
  • 13. - Illuminated spoiler - Engine immobiliser • Xylo E4: - Illuminated spoiler - Engine immobiliser - Central locking • Xylo E6: - Illuminated spoiler - Engine immobiliser - Central locking - Tubeless tyre - Fog Lamps • Xylo E8: - Illuminated spoiler - Engine immobiliser - Central locking - Tubeless tyre - Fog Lamps - Rear Defogger  MAHINDRA SCORPIO (SUV): The Scorpio is Mahindra's world class presentation and flagship adventurous SUV. Mahindra (SUV) The Mahindra Scorpio with its diesel variants targets the 13
  • 14. middle class consumer with Mahindra SUVs at on-road prices ranging between rupees eight and ten lakhs. Mahindra Scorpio variants: • Scorpio 2.6 LX (7-Seater) (Diesel): This vehicle comes fully packed with loads of stylish, convenient and comfort features. New cars have a show room price of around Rs.7,10,000 and on-road price of around Rs.8,00,000. Mahindra Scorpio 2.6 LX (7-Seater) car prices vary with the car dealer's location. • Scorpio 2.6 LX (9-Seater): Figure out the great technological, exterior, interior, and safety features on this masterpiece. New cars in this series have a showroom price ranging from around seven lakhs to around eight lakhs inclusive of all charges like insurance, octroi, RTO, etc. Mahindra Scorpio 2.6 LX (9-Seater) car prices vary with the car dealer's location. • Scorpio 2.6 DX (7-Seater) (Diesel): Scorpio 2.6 DX is well known for eye-catching looks and sturdy performance. At the showroom, this car costs around Rs.7,80,000 with an on-road price of around Rs.8,80,000. This includes standard ancillary charges also. • Scorpio 2.6 DX (8-Seater) (Diesel): 14
  • 15. Scorpio 2.6 DX exudes robust and elegance including go-getting features. The Scorpio 2.6 DX is now available at a showroom price of around Rs.7,78,000 with an on road price of around Rs.8,80,000 including supplementary charges. • Scorpio 2.6 SLX (7-Seater) (Diesel): This variant from the Mahindra Scorpio's stable is marked for its durability, reliability and low maintenance. New cars have a show room price of around Rs.8,40,000 and on-road price of around Rs.9,50,000. Mahindra Scorpio 2.6 SLX (7-Seater) car prices vary with the car dealer's location. • Scorpio 2.6 SLX (8-Seater) (Diesel): Scorpio 2.6 SLX possess strong engine with its attractive looks and decent design. New cars in this series have a showroom price ranging from around eight lakhs to around nine lakhs inclusive of all charges like insurance, octroi, RTO, etc. Scorpio 2.6 SLX car prices vary with the car dealer's location. Mahindra has positioned itself as the traditional leader in utility vehicles on Indian roads. Its tie-up with Renault has marked its full-fledged entry into the passenger car market. Mahindra cars today, including Mahindra Bolero, Mahindra Scorpio, and Mahindra Logan enjoy immense popularity with Indian middle class consumers. Board of Directors: Mr. A K Nanda, Executive Director Mr. A S Ganguly, Director Mr. Alan E Durante, Executive Director Mr. Anand G Mahindra, Managing Director Mr. Baldev R Gupta, Nominee Director 15
  • 16. Mr. Bharat Doshi, Executive Director Mr. Deepak S Parekh, Director Mr. K J Davasia, Executive Director Mr. Keshub Mahindra, Chairman / Chair Person Mr. Lewis W K Booth, Director Mr. M M Murugappan, Director Mr. Nadir B Godrej, Director Mr. Narayanan Vaghul, Director Mr. Philip G Spender, Alternate Director Mr. R K Kulkarni, Director Mr. R K Pitamber, Director Mr. S K Bhatnagar, Director Mr. Sanjiv A Kerkar, Nominee Director Mr. Sanjiv Kapoor, Nominee Director Table No-1: Company’s Directors Key Executives: S.N. Auditor’s Name Designation Co.Secretary & Compl. 1 Mr.Narayan Shankar Officer Group Chief Financial 2 Mr.Bharat Doshi Officer Mr.Anjanikumar 3 President Choudhari 4 Mr.Hemant Luthra President 5 Mr.Ulhas N Yargop President 6 Mr.A K Nanda President 7 Mr.Pawan Goenka President 8 Mr.Rajeev Dubey President 9 Mr.Anoop Mathur President 10 Mr.Uday Y Phadke President Table No-2: Company’s Key Executives SWOT Analysis: Strengths 16
  • 17. Over the years the company has emerged as one of the top players in the world in terms of number of tractors sold. This gives a clear indication that the company's market share is one of its biggest strengths. • The 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. This is evident from the 40% market share that it holds in the 30-40 HP tractors market in the US. Weaknesses • The company is highly dependent on the rural sector, and the rural sector in turn is highly dependent on the monsoons. As a result, if there happen to be bad monsoons (less of rains) for two consecutive years it could have an adverse impact on the demand of tractors for the company. Opportunities • The government has been trying to strengthen the exports of agricultural products. As a result, the quality of agricultural products necessarily has to be very high. For this, they need better rural and agricultural infrastructure. This might result in an increase in demand for tractors. • In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped area, which is much below the world average of 19 tractors for the same. Thus there is scope for the demand to increase. Threats 17
  • 18. The company has a history of having invested in unrelated diversifications such as telecom, holiday and resort inns, financial services, etc. which it has hived off as subsidiaries from time to time when these turned unmanageable. This is a cause for concern as such diversifications could divert the company's attention from its core business. It is a dangerous tendency as it leads to destruction of shareholders value. • The entry of foreign players in the tractors segment could pose a threat to the company as these foreign players are technically more competitive than Mahindra & Mahindra. Objectives: • To gather information about customer satisfaction towards Bolero. • To study customer satisfaction of Bolero owners along the following major parameters:  Features  Maintenance Cost  Safety & Comfort  After sales service • To provide suggestions, in improving the customer satisfaction and the company sales and profitability. • To identify areas of improvement that could enhance customer satisfaction. Scope: • The scope of study is limited to the respondents are selected from Delhi region. 18
  • 19. To carry out the market survey of customer satisfaction towards Bolero. For this purpose the geographical area selected is West Delhi. • The functional area of my study is marketing. Methodology:  Methodology used for Data Collection: • Primary Data- Primary data is gathered by researcher directly from first-hand sources by means of surveys, observation or experimentation. Primary data is collected through questionnaires which were filled by the respondents. • Secondary Data- Information that already exist somewhere, having been collected for another purpose. Sources include census reports, trade publications, and subscription services. Secondary source of data that is used in the project is gathered through books, websites, newspapers & magazines. Sampling:  Target Population – 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. This will be either all or a subset of potential users. A population to be reached through some action or intervention; may refer to groups with specific demographic or geographic characteristics. The target population is the population through which I want to 19
  • 20. conclude an ideal situation. I have selected the sample through Simple random Sampling.  Sample Size – 100 respondents.  Sample Unit – Consumers in the age group of 20 to 50 above. The target population influences the sample size. The target population represents the West Delhi region. The people were from different professional backgrounds.  Methodology used for Data Analysis: • Tables • Pie Charts • Bar Graphs  Tools: The software tools used are: • MS-Word. • MS-Excel. 20
  • 21. Data Reduction & Presentation Q1.Why did you decide to buy Mahindra Bolero? Details Total Percentage Friends/Relatives suggestion 43 43% Your own decision 57 57% 100 Table No-3: Decision to buy Mahindra Bolero Source: Questionnaire Graph No-2: Decision to buy Mahindra Bolero Interpretation: 21
  • 22. Consumers approached were asked about why they decided to buy Mahindra Bolero. The options placed before them were Friends/Relatives suggestion and own decision. This question was answered by 100 consumers. From the table and bar graph depicted above, the preference as regards the decision to purchase Bolero is evident. Of the 100 respondents who answered the questionnaire, 43% indicated that they decided to buy Bolero because of the friends/relatives suggestion and 57% indicated that they took this buying decision on their own. This question is aimed at knowing why the consumers decided to buy Bolero. By analyzing the responses to this question we can say that number of consumers who took the decision of buying Bolero is more as compare to those who took this decision of buying on the suggestions of friends or relatives. Q2. If it was your own decision, what made you choose this brand? Details Total Percentage Price 16 20% Design 15 18.75% Fuel Economy 27 33.75% After Sales Service 10 12.5% Quality 6 7.5% Others 6 7.5% 80 Table No-4: Features that helped in choosing Mahindra Bolero Source: Questionnaire 22
  • 23. Chart No-1: Features that helped in choosing Mahindra Bolero Interpretation: Consumers approached were asked that if it was their own decision to buy Bolero then what made them choose this brand. The factors that were placed before them were: Price, Design, Fuel economy, After-sales service, Quality and others. Their responses were recorded and an idea of the factors that influence their buying decisions was formed. From the table, bar graph and pie chart depicted above, the influencing factors are evident. Of the 80 respondents who answered the questionnaire, 27 replied that fuel economy of the Bolero is generally the main reason they choose to buy it. This accounts for 33.75% of the respondents who replied fuel economy as the main reason for their purchase. Of the 80 respondents who answered the questionnaire, 6 answered that quality contributed to their purchase decision, while another 6 replied that other factors other than mentioned in the above table like space available etc. played a big role in their decision. This accounts for 7.5% of the respondents, in each case. 23
  • 24. This question is aimed at getting customer feedback as to the factors that influenced their purchase decision of Bolero. By analyzing the responses to this question, we can say that fuel economy has the biggest influence on the consumers in their purchase decision. If set in descending order of influence as indicated by the consumers, the factors can be listed as: Fuel economy, price, design, after-sales service, quality, and others. From the table, bar graph and pie chart depicted above, it is evident that customers give value to a number of factors when deciding which 4-wheeler to purchase. It would be prudent on pat of the company to identify their strong and weak areas, which attract or drive away customers. Q3. Indicate your level of satisfaction with respect to the following attributes of Bolero? Factors Extremely Satisfied Neutral Dissatisfied Highly Total Satisfied Dissatisfied Total % Total % Total % Total % Total % Total % Fuel 5 5.05% 49 49.49% 38 38.38% 6 6.06% 1 1.01% 99 100% Consumption Safety & 5 5.05% 54 54.54% 30 30.30% 9 9.09% 1 1.01% 99 100% Comfort Design 3 3.06% 35 35.71% 53 54.08% 7 7.14% 0 0% 98 100% Space 17 17.34% 71 72.44% 9 9.18% 1 1.02% 0 0% 98 100% Available Maintenance 2 2.02% 28 28.28% 51 51.51% 16 16.16% 2 2.02% 99 100% Cost Table No-5: Level of Satisfaction with regard to certain attributes Source: Questionnaire 24
  • 25. Graph No-3: Level of satisfaction with regard to certain attributes Interpretation: Consumers approached were asked about their satisfaction level based on some attributes of Bolero. The attributes placed before consumers were: Fuel consumption, safety & comfort, design, space available and maintenance cost. The question was answered by 100 consumers. The satisfaction scale comprised of five options: Extremely satisfied, satisfied, neutral, dissatisfied and highly dissatisfied. From the table and bar graph depicted above, satisfaction level of the consumers is evident. Of the 100 respondents who answered the questionnaire, 49.49% replied that 25
  • 26. they are satisfied with the fuel consumption of the Bolero and 1.01% replied that they are highly dissatisfied with the fuel consumption. Of the 100 respondents who answered the questionnaire, 54.54% replied that they are satisfied with the safety & comfort provided by Bolero and 1.01% replied that they are highly dissatisfied with the safety & comfort. Of the 100 respondents who answered the questionnaire, 54.08% replied that they are neutral towards the design of the Bolero and 3.06% replied that they are extremely satisfied with this attribute of Bolero. Of the 100 respondents who answered the questionnaire, 72.44% replied that they are satisfied with the space available in the Bolero and 1.02% replied that they are dissatisfied with space available. Of the 100 respondents who answered the questionnaire, 51.51% replied that they are neutral towards the maintenance cost of the Bolero and 2.02% replied that they are highly dissatisfied and other 2.02% replied that they are extremely satisfied with the maintenance cost. This question is aimed at knowing the satisfaction level of consumers towards Bolero. By analyzing the responses to this question, we can find out the effectiveness of the fuel economy, design, space available, maintenance cost and safety & comfort on the target consumers. This helps in understanding the consumers’ satisfaction level corresponding to these attributes. From the tabulated data depicted above and responses of the consumers, it is evident that a good number of target consumers are satisfied with the Bolero at large. However, there are those who are unsatisfied or neutral towards the Bolero. Such consumers form the potential market that the companies must strive to attract. 26
  • 27. There are also quite a few respondents who were highly satisfied with the Bolero. It is imperative for the company to find out why this is so. They can modify and apply the same attractions towards the consumers who are less satisfied. The above table, graph and pie charts give a worm’s eye-view of the consumers’ satisfaction towards Bolero. This can help the marketers understand how effective their strategies have been. Q4. Are you satisfied with the overall service provided by Mahindra & Mahindra? Details Total Percentage Strongly Agree 11 11% Agree 39 39% Neither Agree Nor Disagree 38 38% Disagree 12 12% Strongly Disagree 0 0% 100 Table No-6: Satisfaction level with overall service of M&M Source: Questionnaire Graph No-4: Satisfaction level with overall service of M&M 27
  • 28. Chart No-2: Satisfaction level with overall service of M&M Interpretation: Consumers approached were asked if they satisfied with the overall service provided by Mahindra & Mahindra. This question was answeered by 100 consumers. The options that were placed before them were: Strongly agree, agree, neither agree nor disagree, disagree and strongly disagree. From the table, bar graph and pie chart depicted above, the satisfaction level of consumers of the overall service provided by Mahindra & Mahindra is evident. Of the 100 who answered the questionnaire, 39% replied that they agree that they are satisfied with the services of Mahindra & Mahindra. Of the 100 who answered the questionnaire, 11% replied that they strongly agree that they are satisfied with the overall service provided by Mahindra & Mahindra. This question is aimed at knowing the satisfaction level of the consumers about the overall service provided by Mahindra & Mahindra. From the tabulated data depicted above, it is evident that a good number of target customers are satisfied with the overall services of the company. 28
  • 29. There are also quite a few respondents who are strongly agree that they are satisfied with the services of the company. It is imperative for the company to find out why this is so. They can modify and apply the same attractions towards those consumers who are less satisfied with services of the Mahindra & Mahindra. Q5. Compared to other products thar are available in the same segment would you say that Bolero is: Details Total Percentage Much Better 12 12% Somewhat Better 42 42% About The Same 31 31% Somewhat Worse 14 14% Much Worse 1 1% Don’t Know 0 0% 100 Table No-7: Comparison of Bolero with other products in the same segment Source: Questionnaire Chart No-3: Comparison of Bolero with other products in the same segment Interpretation: 29
  • 30. Consumers approached were asked that what they have to say about Bolero if we compare it to other products that are available in the same segment. The options placed before them were: Much better, somewhat better, about the same, somewhat worse, much worse and don’t know. This question was answered by 100 consumers. From the table, bar graph and pie chart depicted above, the responses of the consumers regarding Bolero as compared to other products in the same segment are evident. Of the 100 respondents who answered the questionnaire, 42% replied that Bolero is somewhat better when it comes to comparing it with others in the same segment. Of the 100 respondents who answered the questionnaire, 1% replied that Bolero is much worse than others in the same segment. It is evident from the responses that consumers, on an average, regarded Bolero as better than its counterparts. This question is aimed at knowing what consumers think about Bolero when it is compared to others in the same segment. By analyzing the responses to this question we can say that consumers think Bolero is better than others in the same segment. The company should try to find out the factors responsible for this and should apply them in a more attractive way so that company will be able to change the thinking of those respondents who feels that Bolero is worse than its counterparts. Q6. How likely are you to recommend Bolero to others? Details Total Percentage Definitely will recommend 11 11% Probably will recommend 49 49% Not sure 24 24% Probably will not recommend 15 15% Definitely will not recommend 1 1% 100 30
  • 31. Table No-8: Recommendation of Bolero to others Source: Questionnaire Graph No-5: Recommendation of Bolero to others Chart No-4: Recommendation of Bolero to others Interpretation: Consumers approached were asked that how likely are they to recommend Bolero to others. The options placed before them were: Definitely will recommend, probably 31
  • 32. will recommend, not sure, probably will not recommend and definitely will not recommend. This question was answered by 100 respondents. The responses were recorded and an idea about the image of the Bolero in the minds of the consumers was made. From the table, bar graph and pie chart depicted above, the number of customers who will recommend Bolero to others is evident. Of the 100 respondents who answered the questionnaire, 49% replied that they’ll probably recommend Bolero to others. Of the 100 respondents who answered the questionnaire, 1% replied that they definitely will not recommend Bolero to others. This question is aimed at knowing whether they’ll recommend Bolero to others based on their experience. The object is also to analyze the image of the Bolero in the minds of its consumers. By analyzing the responses to this question, we can say that a large number of consumers will recommend Bolero to others. This implies that consumers have a satisfactory image of the Bolero in their minds. Q7. Are you satisfied with this brand? Details Total Percentage Yes 67 67% No 33 33% 100 Table No-9: Number of respondents satisfied with the Bolero Source: Questionnaire 32
  • 33. Graph No-6: Number of respondents satisfied with the Bolero Interpretation: Consumers approached were asked whether or not they are satisfied with this brand. The options placed before them were: Yes and no. This question was answered by 100 respondents. From the table and bar graph depicted above, the satisfaction of the consumers with this brand is evident. Of the 100 respondents who answered the questionnaire, 67% replied yes they are satisfied with the brand. Of the 100 respondents who answered the questionnaire, 33% replied that they are not satisfied with the brand. This question is aimed at knowing whether or not the consumers are satisfied with this brand. By analyzing the responses to this question, we can say that quite a large number of consumers are satisfied with the brand. It is imperative for the company to find out those factors which are behind this satisfaction and should apply them in a more effective manner so that those are dissatisfied can be made to change the image of the company that they have in their mind and got satisfied. 33
  • 34. Q8. If you have to buy another car, will you choose the same brand again? Details Total Percentage Yes 48 48% No 52 52% 100 Table No-10: Number of respondents ready to buy same brand again Source: Questionnaire Graph No-7: Number of respondents ready to buy same brand again Interpretation: Consumers approached were asked if they have to buy another car will they choose the same brand again. The question was answered by 100 respondents. The responses were recorded and an idea whether or not consumers will continue their purchase with this brand was made. From the table and bar graph depicted above, the number of consumers who’ll choose this brand again if they have to purchase a car is evident. Of the 100 respondents who answered the questionnaire, 52% replied that they’ll not consider this brand in future if they have to purchase another car. Of the 100 respondents who answered the questionnaire, 48% replied that they’ll choose the same brand in future if they have to buy another car. 34
  • 35. This question is aimed at knowing whether or not the consumers will consider this brand again if they have to make purchase in future. From the responses recorded, we can say that number of consumers who’ll not consider this brand in future in case they have to purchase another car is more than those who replied that they will consider this brand again. Company should try to find out the main reasons behind this otherwise it will not be able to hold its current consumer base for long and that will affect its profit and market share. Q9. What is your overall opinion about Mahindra Bolero? Details Total Percentage Very Good 17 17% Good 40 40% Neither good nor bad 34 34% Bad 9 9% Very Bad 0 0% 100 Table No-11: Overall opinion about Mahindra Bolero Source: Questionnaire Graph No-8: Overall opinion about Mahindra Bolero 35
  • 36. Chart No-5: Overall opinion about Mahindra Bolero Interpretation: Consumers approached were asked about their overall opinion about Mahindra Bolero. The options placed before them were: Very good, good, neither good nor bad, bad and very bad. This question was answered by 100 respondents. From the table, bar graph and pie chart depicted above, the overall opinion of the consumers about Bolero is evident. Of the 100 respondents who answered the questionnaire, 40% replied “good” as their overall opinion about Bolero. Of the 100 respondents who answered the questionnaire, 9% replied “bad” as their overall opinion about Bolero. This question is aimed at knowing the overall opinion of the consumers about Bolero. By analyzing the responses to this question, we can say that majority of the consumers have a good opinion about the Bolero based on their experience. This means they are satisfied with this brand and it’s a good sign for the company. 36
  • 37. Data Analysis The above data is collected through questionnaire. The sample size was 100 respondents and the survey was conducted in West Delhi. The data is presented through charts, graphs and tables. All the calculations are done in the MS-Excel. There were some limitations that I faced while collecting and analyzing the data such as time constraints, lack of expertise and hesitation of respondents in filling the questionnaire and giving me appropriate information. Following is the analysis of the collected data:  The first question which was asked to the respondents was about their decision to buy Bolero whether they purchased it because of the friends/family suggestion or it was their own decision. 57% of the respondents said that it was their own decision and 47% said they purchased it because of friends/family suggestion. Majority of the respondents took this decision on their own. So through results we can say that the company should take extra efforts in promoting their products as large numbers of people take their decision on the way a company promotes its products.  In the next question respondents were asked why they choose this particular brand. The options that placed before them were: Price, Design, Fuel economy, after sales services, Quality and others. Through the responses to this question we identified which factor or factors influence the respondents the most. The highest responses i.e. 33.75% have been attributed to fuel economy. The other factors that influence the respondents in favoring this brand over others are (in descending order): Price, design, after sales services, quality. 37
  • 38. Through this result we can say that company should pay more attention to improve the quality of Bolero.  Then in the next question respondents were asked about their level of satisfaction on the basis of some attributes of Bolero such as: fuel consumption, safety & comfort, design, space available & maintenance cost. They had to indicate their level of satisfaction as: extremely satisfied, satisfied, neutral, dissatisfied & highly dissatisfied towards each of the above mentioned attributes. Through the responses to this question we identified the satisfaction level of the consumers. From the responses received we can say that majority of the respondents are satisfied with the fuel consumption, safety & comfort and space available in the Bolero. Majority of the respondents are neutral about design and maintenance cost of the Bolero. Only few of the respondents were dissatisfied with the above mentioned attributes, this indicates that the respondents are moderately satisfied with the Bolero.  The next question was about their satisfaction towards the overall service provided by the Mahindra & Mahindra. The options placed given were: strongly agree, agree, neither agree nor disagree, disagree & strongly disagree. Highest numbers of responses i.e. 39% were agreed that they are satisfied with the services provided by the company and only few were not satisfied. Through the responses to this question we identified the respondents are satisfied with the services provided by the company. 38
  • 39.  Respondents were asked to compare the Bolero with other products that are available in the same segment. The highest numbers of responses i.e. 42% were attributed to somewhat better. This shows that majority of the respondents regarded Bolero as somewhat better than others in the same segment.  Then in the next question they were asked whether they’ll recommend Bolero to others or not. By analyzing the responses to this question we identified how likely will they recommend Bolero to others. Highest responses i.e. 49% were attributed to “probably will recommend”. It helps company in identifying the potential demand for the Bolero so that they can plan their activities accordingly.  In the next question they were asked whether or not they are satisfied with this brand. Highest responses i.e. 67% were attributed to “yes”. Company should try to find out why this is so. They can modify and apply the same attractions towards the consumers which are not satisfied with the brand.  Respondents were asked whether they’ll buy another car of the same brand or not. By analyzing the responses to this question we identified the probable demand for the company’s products in future. Highest responses i.e. 52% were attributed to “no”. This indicates that although M & M may have an overall goodwill from the consumers, there are still some things that they are not doing right. 39
  • 40.  In the next question they were asked about their overall opinion about Bolero. The options placed before them were: very good, good, neither good nor bad, bad and very bad. By analyzing the responses to this question we identified the overall opinion of the consumers about Bolero. Highest responses i.e. 40% were attributed to “good”. There were few respondents who attributed to “bad”. Company should try to find out the reasons for this. 40
  • 41. Results Of The Study: In the surveys, interviews and study conducted above, we came across many factors that influence customers’ satisfaction towards Mahindra Bolero. Here are the findings based on the data gathered and analyzed. • Respondents were asked as why did they decided to buy Mahindra Bolero. They were asked to choose among two categories, viz. Friends/relatives suggestion and their own decision. By analyzing the responses to this question we can identify as how the respondents got influenced to purchase Mahindra Bolero. The highest responses have been attributed to their own decision. Such respondents took this decision on the basis of their own judgments and not easily influenced by others. So company should take extra efforts in promoting its products as the large numbers of people take their decision on the basis of the way company promotes its products when it comes to purchasing Bolero. The respondents who took their decision on the friends’ and relatives’ suggestion pose a different challenge for the company as they are those who got influenced by others when it comes to purchasing a 4-wheeler like Bolero. While targeting this segment the company should focus on different groups that have influence on the target customers of Bolero. • Respondents approached were asked if it was their own decision then what made them choose this brand. The factors placed before them were: Price, Design, Fuel economy, after sales services, Quality and others. By analyzing the responses to this question we can identify which factor or factors influence the respondents the most. 41
  • 42. The highest responses have been attributed to fuel economy. When choosing or favoring this particular brand of 4-wheeler, it is seen that most respondents made their decision on the basis of fuel economy of the Bolero. The other factors that influence the respondents in favoring this brand over others are (in descending order): Price, design, after sales services, quality. • Respondents approached were asked about their level of satisfaction based on some attributes of Bolero such as: fuel consumption, safety & comfort, design, space available & maintenance cost. They had to indicate their level of satisfaction as: extremely satisfied, satisfied, neutral, dissatisfied & highly dissatisfied towards each of the above mentioned attributes. By analyzing responses to this question we can identify the overall satisfaction level of the consumers as well as the attribute/s by which they are most satisfied and the attribute/s by which they are dissatisfied. It is clear from the responses received that majority of the respondents are satisfied with the fuel consumption, safety & comfort and space available in the Bolero. Majority of the respondents are neutral about design and maintenance cost of the Bolero. Only few of the respondents were dissatisfied with the above mentioned attributes, this indicates that the respondents are moderately satisfied with the Bolero. • Respondents were asked about their satisfaction towards the overall service provided by the Mahindra & Mahindra. The options placed before them were: strongly agree, agree, neither agree nor disagree, disagree & strongly disagree. 42
  • 43. By analyzing the responses to this question we can identify whether the respondents are satisfied with the services provided by the company or not. Highest numbers of responses were agreed that they are satisfied with the services provided by the company and only few were not satisfied. It is imperative for the company to find out why this is so. • Respondents approached were asked to compare the Bolero with other products that are available in the same segment. By analyzing the responses to this question we can identify that how the respondents view the Bolero when it comes to comparing it with the other products that are available in the same segment. The highest numbers of responses were attributed to somewhat better i.e. majority of the respondents regarded Bolero as somewhat better than others in the same segment. • Respondents were asked whether they’ll recommend Bolero to others or not. The options placed before them: definitely will recommend, probably will recommend, not sure, probably will not recommend and definitely will not recommend. By analyzing the responses to this question we can identify how likely will they recommend Bolero to others. Highest responses were attributed to “probably will recommend”. It helps company in identifying the potential demand for the Bolero so that they can plan their activities accordingly. • Respondents were asked whether or not they are satisfied with this brand. By analyzing the responses to this question we can identify the satisfaction level of consumers. 43
  • 44. Highest responses were attributed to “yes”. It is imperative for the company to find out why this is so. They can modify and apply the same attractions towards the consumers which are not satisfied with the brand. • Respondents approached were asked how likely they are to buy another car of the same brand. By analyzing the responses to this question we can identify the probable demand for the company’s products in future. Highest responses were attributed to “no”. This indicates that although M & M may have an overall goodwill from the consumers, there are still some things that they are not doing right. Company must identify what the problem areas are and must address them effectively and efficiently. • Respondents were asked about their overall opinion about Mahindra Bolero. The options placed before them were: very good, good, neither good nor bad, bad and very bad. By analyzing the responses to this question we can identify the overall opinion of the consumers about Bolero. Highest responses were attributed to “good”. However there were few respondents who attributed to “bad”. Company should try to find out the reasons for this. Limitations: • The scope of study was limited to the respondents of the West Delhi only. • Some of the respondents were hesitant in giving the required information. • Measurement of customer satisfaction is a complex subject, just through filled questionnaires we can’t measure exact customer satisfaction level. • Lack of expertise and time are loopholes in the study. 44
  • 45. Suggestions & Scope For Further Study: • The scope of the study could be extended to other regions also other than West Delhi only. It definitely would improve effectiveness of the study. • The study could be conducted to measure the satisfaction level of other segments of the same company. • With larger data along with more time and some expertise study could be made more effective and efficient. 45
  • 46. BIBLIOGRAPHY 1. Websites Referred:  http://www.mahindra.com/investorsrelations/financial.html  http://www.mahindra.com/investorsrelations/contact_us.asp  http://www.mahindra.com/OurGroup/Overview.html  http://www.mahindra.com/OurGroup/whatdrives_corepurpose.html  http://en.wikipedia.org/wiki/Mahindra_&_Mahindra_Limited  http://www.surfindia.com/automobile/mahindra-mahindra-ltd.html  http://www.theofficialboard.com/org-chart/mahindra-mahindra  http://www.karvy.com/compresearch/company/M&M/New%20M&M.htm  http://auto.indiamart.com/mahindra/ 2. Books/ Magazines Referred:  S.L. Gupta, Marketing Research, Excel Books 2003, 3rd Edition, p. 151, 156, 173, 196, 267, 294, 297,  Philip Kotler, Marketing Management, Prentice Hall 2009, 12th Edition, p. 540, 575, 625, 776 46
  • 47. APPENDICES Appendix – A: Annexure – I: QUESTIONNAIRE Dear Sir/Madam, I am a student of BBA, IP University and as part of our curriculum I am conducting a survey regarding a project study on “Customer Satisfaction” with special reference to Mahindra Bolero. I would like your cooperation for the same, with an assurance that all the information, which you’ll give, will remain confidential. Customer Profile: Name: Address: Age: Between 20-30 Between 30-40 Between 40-50 Above 50 Gender: Male Female Occupation: (a) Business (b) Government Service (c) Private Service (d) Student (e) Others Monthly Income: (a) Below Rs. 10,000 (b) Rs. 10,000-15,000 (c) Rs. 15,000-25,000 (d) Rs. 25,000-35,000 (e) Above Rs. 35,000 Q1. Which 4-wheeler did you own before this one? Q2. Why did you decide to buy this 4-wheeler? 47
  • 48. (a) Friends/Relatives Suggestion (b) Your Own Decision Q3. If it was your own decision, what made you choose this brand? (a) Price (b) Design (c) Fuel Economy (d) Availability of after-sales service (e) Quality (f) Others (please specify) Q4. Indicate your level of satisfaction with respect to the following attributes of Bolero? (Tick in the desired column) Factors Extremely Satisfied Neutral Dissatisfied Highly Satisfied Dissatisfied Fuel Consumption Safety & Comfort Design Space Available Maintenance Cost Q5. Satisfied with the overall service provided by Mahindra & Mahindra? (a) Strongly agree (b) Agree (c) Neither agree nor disagree (d) Disagree (e) Strongly Disagree Q6. Compared to other products that are available in the same segment would you say that Bolero is (a) Much better (b) Somewhat better (c) About the same (d) Somewhat worse (e) Much worse (f) Don’t know Q7. How likely are you to recommend Bolero to others? (a) Definitely will recommend (b) Probably will recommend (c) Not sure (d) Probably will not recommend (e) Definitely will not recommend 48
  • 49. Q8. Are you satisfied with this brand? (a) Yes (b) No Q9. If no, why Q10. If you have to buy another car, will you choose the same brand again? (a) Yes (b) No Q11. What is your overall opinion about Mahindra Bolero? (a) Very good (b) Good (c) Neither good nor bad (d) Bad (e) Very Bad Q12. Do you want to give any suggestion about any change in the Mahindra Bolero? Thank you for participating in the survey 49