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Mahindra and mahindra ltd

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Mahindra and mahindra ltd

  1. 1. MAHINDRA & MAHINDRA LIMITEDCompany Profile:Introduction:Mahindra & Mahindra Limited is part of the Mahindra Group, an automotive, farmequipment, 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 : 400018Registered Office:Mahindra & Mahindra LimitedGateway Building,Apollo Bunder,Mumbai - 400 001.Contact Information:Phone: (022) 24975176Fax: (022) 2490 0830Website: http://www.mahindra.com 1
  2. 2. Nature of the Organization:Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in Indiaand is now a US $6.3 billion Indian multinational. It employs over 1,00,000people across the globe and enjoys a leadership position in utility vehicles,tractors and information technology, with a significant and growing presence infinancial services, tourism, infrastructure development, trade and logistics. TheMahindra Group today is an embodiment of global excellence and enjoys a strongcorporate brand image.Mahindra is the only Indian company among the top tractor brands in the worldand has made an entry in the two-wheeler segment, which will see the companyemerge as a full-range player with a presence in almost every segment of theautomobile industry.The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired theleading global business and information technology services company, SatyamComputer Services. The company is now known as Mahindra Satyam.Mahindra is also one of the few Indian companies to receive an A+ GRI checkedrating 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 1945in Ludhiana as Mahindra & Mohammed. Later, after the partition of India,Ghulam Muhammad returned to Pakistan and became that nations first finance 2
  3. 3. minister. Hence, the name was changed from Mahindra & Mohammed toMahindra & 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 iconicWillys Jeep in India. The company later branched out into manufacture of lightcommercial vehicles (LCVs) and agricultural tractors, rapidly growing frombeing a manufacturer of army vehicles and tractors to an automobile major with agrowing 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 Goain Italy). M&M is Indias largest SUV maker. It’s a public company and engagedin the automotive and farm equipment industry.Mahindras Farm Equipment Sector is the proud recipient of the Japan QualityMedal, the only tractor company worldwide to be bestowed this honour. It alsoholds the distinction of being the only tractor company worldwide to win theDeming Prize. The US based Reputation Institute recently ranked Mahindraamong the top 10 Indian companies in its Global 200: The Worlds BestCorporate Reputations list.Business:Mahindra & Mahindra grew from being a maker of army vehicles to a majorautomobile and tractor manufacturer. It has acquired plants in China and theUnited Kingdom, and has three assembly plants in the USA. M&M haspartnerships with international companies like Renault SA, France andInternational Truck and Engine Corporation, USA. 3
  4. 4. M&M has a global presence and its products are exported to several countries. Itsglobal subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USAInc., 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 largestmanufacturer of tractors in India with sustained market leadership of over 25years. It designs, develops, manufactures and markets tractors as well as farmimplements. Mahindra Tractors (China) Co. Ltd. manufactures tractors for thegrowing Chinese market and is a hub for tractor exports to the USA and othernations. M&M has a 100% subsidiary, Mahindra USA, which assembles productsfor the American market.M&M made its entry into the passenger car segment with the Logan in April2007 under the Mahindra Renault joint venture. M&M will make its maiden entryinto the heavy trucks segment with Mahindra Navistar, the joint venture withInternational Truck, USA.M&Ms automotive division makes a wide range of vehicles including MUVs,LCVs and three wheelers. It offers over 20 models including new generationmulti-utility vehicles like the Scorpio and the Bolero.At the 2008 Delhi Auto Show, Mahindra executives said the company is pursuingan aggressive product expansion program that would see the launch of severalnew platforms and vehicles over the next three years, including an entry-levelSUV 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. 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 withthe launch of the Mahindra Scorpio in Egypt, in partnership with the BavarianAuto Group. This was soon followed by assembly facilities in Brazil. Vehiclesassembled at the plant in Bramont, Manaus, include Scorpio Pik Ups in singleand double cab pick-up body styles as well as SUVs.Mahindra is currently preparing to sell the diesel SUVs and pickup trucks startingin February 2010 in North America, through an independent distributor, GlobalVehicles USA, based in Alpharetta, Georgia. Mahindrahas announced it willimport pickup trucks from India in knockdown kit (CKD) form to circumvent theChicken tax. CKDs are complete vehicles that will be assembled in the U.S. fromkits of parts shipped in crates.Vision and Mission:We dont have a group-wide mission statement. Our Core Purpose is what makesall of us want to get up and come to work in the morning. -AnandG.MahindraIndians are second to none in the world. The Founders of our nation and of ourCompany passionately believed this. We will prove them right by believing inourselves and by making Mahindra & Mahindra Limited known world-wide forthe quality of its products and services.Core Business Activities: • Automotive • Farm Equipment • Systech 5
  6. 6. • Financial Services • Information Technology • Infrastructure Development • After-Market • Two-wheelers • Mahindra Partners Division • Specialty ServicesSize 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. 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 RMTurnover:Mahindra & Mahindra along with two of its joint ventures, Mahindra-Renault andMahindra International, estimates a turnover of Rs 10,000 Crore by 2011. During2007-08 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 marketand 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 inChakan near Pune with a production capacity of 50,000 units per annum.Product Range:  MAHINDRA RENAULT (SEDAN) 7
  8. 8. The Mahindra Renault Logan is a spacious wide body sedan built in association withRenault - the leading automobile manufacturer worldwide. It is a built aroundRenaults leading space optimization design. Mahindra (Sedan) The MahindraRenault with its petrol and diesel variants targets the upper middle class consumerwith Mahindra cars ranging between rupees five and seven lakhs. Mahindra Renaultvariants 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 carshave a show room price of around Rs.4,35,000 and on-road price of aroundRs.5,00,000 inclusive of all charges such as insurance, octroi, RTO, etc. MahindraRenault Logan GL 1.4 car prices vary with the car dealers location. • Renault Logan GLE 1.4 (Petrol):Renault Logan GLE 1.4, this perfectionist has is gifted with perfect body structureand control level. New cars in this series have a showroom price ranging from aroundfour 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 dealers location. • Renault Logan GLX 1.6 (Petrol):Renault Logan GLX 1.6 is the ideal combination of power and elegance. At theshowroom, this car costs around Rs.5,35,000 with an on-road price of aroundRs.6,00,000. This includes standard ancillary charges also. 8
  9. 9. • Renault Logan DLE 1.5 (Diesel):This variant of Logan defines itself in terms of spaciousness and performance. TheRenault Logan DLE 1.5 is now available at a showroom price of around Rs.5,55,000with 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 aroundRs.6,50,000. Mahindra Renault Logan GLS 1.6 car prices vary with the car dealerslocation. • Renault Logan DLX 1.5 (Diesel):Renault Logan DLX 1.5 is marked for its spacious and comfortable features. Newcars in this series have a showroom price ranging from around six lakhs to aroundseven lakhs inclusive of all charges like insurance, octroi, RTO, etc. Renault LoganDLX 1.5 car prices vary with the car dealers location. • Renault Logan DLS 1.5 (Diesel): This sedan variant from the Logan collection includes all the latest features andfacilities available in its segment. At the showroom, this car costs around Rs.6,50,000with an on-road price of around Rs.7,30,000. This includes standard ancillary chargesalso.  MAHINDRA BOLERO (SUV) 9
  10. 10. Popular Mahindra SUV car prices range from Mahindra cars at a bit above rupees fivelakhs to Mahindra cars at a bit below rupees ten lakhs. The Mahindra Bolero isMahindras leading presentation in the utility vehicle segment. It comes with a brandnew style and time tested performance. The Mahindra Bolero lives up to its reputationof being a tough vehicle. Mahindra (SUV) The Mahindra Bolero with its dieselvariants targets the middle class consumer with Mahindra SUVs at on-road pricesranging 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 roomprice of around Rs.5,20,000 and on-road price of around Rs.5,85,000. MahindraBolero DI car prices vary in lakhs upon the car dealers location. • Bolero SLE (Diesel):Bolero SLE is a perfect match of style, comfort and convenience. New cars in thisseries have a showroom price ranging from around five lakhs to around six lakhsinclusive of all charges like insurance, octroi, RTO, etc. Bolero SLE car prices varywith the car dealers location. • Bolero Plus (Diesel):The Mahindra Bolero gives an outstanding performance along with modern looks andfeatures giving the owner complete value for money. At the showroom, this car costsaround Rs.5,50,000 with an on-road price of around Rs.6,20,000. This includesstandard ancillary charges also. 10
  11. 11. • Bolero SLX (Diesel):This variant of Bolero is packed with new style and comfort to suit your needs orunleash your style. The Bolero Bolero SLX is now available at a showroom price ofaround Rs.5,80,000 with an on road price of around Rs.6,55,000 includingsupplementary charges. • Bolero DIZ (Diesel):The Bolero DIZ excels in style with an aggressive grille ornament, muscular stanceand low fender extensions. The Bolero DIZ is now available at a showroom price ofaround Rs.5,00,000 with an on road price of around Rs.5,60,000 includingsupplementary charges.  MAHINDRA XYLOThe Mahindra XYLO is perhaps the first vehicle in the country which has beencompletely engineered around the customer. The powerful 2.49 litre mEagle CRDeengine is fuel-efficient and delivers 112 bhp, allowing you to literally fly from 0-60kmph in just 5.8 seconds. Moreover, the Mahindra XYLO offers class-defining lavishspace all around such that even a 6ft tall person can stretch in comfort on the 3rd rowseat. 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 heightand 2760mm in wheelbase. The Wheelbase which is currently added in the Xylo is 11
  12. 12. bigger than its Rival Toyota Innova and people who have seen the car tells us thatXylo would be most spacious car in the MPV segment. Mahindra Xylo has an ampleground clearance of 186mm which will help you to float over Indian roads with nodifficulty. The Xylo E2 will accumulate nine persons while rest comes out withseating capacity of eight. The turning radius of Xylo is at straight 5.4m. The Xylo canwithstand to hold 55 Litres of fuel.Colors:Mahindra Xylo comes out with four variants in eight different attractive colors. Thecustomers can pick any of the colors which are • Fiery Black • Read or Red • Java Brown • Minty Green • Lucky Lilar • Gold Shimmer • Rocky Beige & • Mist SilverSafety Features:Mahindra has given a special attention to Xylo when it came to safety features. TheXylo gets special credits as tubeless tyres as a standard option where the top end E8variant gets an additional ABS and Airbags.Differentiation between Variants: • Xylo E2: 12
  13. 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 Mahindras world class presentation and flagship adventurousSUV. Mahindra (SUV) The Mahindra Scorpio with its diesel variants targets the 13
  14. 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 comfortfeatures. New cars have a show room price of around Rs.7,10,000 and on-road priceof around Rs.8,00,000. Mahindra Scorpio 2.6 LX (7-Seater) car prices vary with thecar dealers location. • Scorpio 2.6 LX (9-Seater):Figure out the great technological, exterior, interior, and safety features on thismasterpiece. New cars in this series have a showroom price ranging from aroundseven 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 dealers location. • Scorpio 2.6 DX (7-Seater) (Diesel):Scorpio 2.6 DX is well known for eye-catching looks and sturdy performance. At theshowroom, this car costs around Rs.7,80,000 with an on-road price of aroundRs.8,80,000. This includes standard ancillary charges also. • Scorpio 2.6 DX (8-Seater) (Diesel): 14
  15. 15. Scorpio 2.6 DX exudes robust and elegance including go-getting features. TheScorpio 2.6 DX is now available at a showroom price of around Rs.7,78,000 with anon road price of around Rs.8,80,000 including supplementary charges. • Scorpio 2.6 SLX (7-Seater) (Diesel):This variant from the Mahindra Scorpios stable is marked for its durability, reliabilityand low maintenance. New cars have a show room price of around Rs.8,40,000 andon-road price of around Rs.9,50,000. Mahindra Scorpio 2.6 SLX (7-Seater) car pricesvary with the car dealers 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 toaround nine lakhs inclusive of all charges like insurance, octroi, RTO, etc. Scorpio 2.6SLX car prices vary with the car dealers location. Mahindra has positioned itself as thetraditional leader in utility vehicles on Indian roads. Its tie-up with Renault has marked itsfull-fledged entry into the passenger car market. Mahindra cars today, including MahindraBolero, Mahindra Scorpio, and Mahindra Logan enjoy immense popularity with Indianmiddle 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. 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 DirectorsKey Executives:S.N. Auditor’s Name Designation Co.Secretary & Compl.1 Mr.Narayan Shankar Officer Group Chief Financial2 Mr.Bharat Doshi Officer Mr.Anjanikumar3 President Choudhari4 Mr.Hemant Luthra President5 Mr.Ulhas N Yargop President6 Mr.A K Nanda President7 Mr.Pawan Goenka President8 Mr.Rajeev Dubey President9 Mr.Anoop Mathur President10 Mr.Uday Y Phadke PresidentTable No-2: Company’s Key ExecutivesSWOT Analysis:Strengths 16
  17. 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 companys market share is one of its biggest strengths. • The companys 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. 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 companys 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. 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. 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 theWest 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. 21. Data Reduction & PresentationQ1.Why did you decide to buy Mahindra Bolero? Details Total PercentageFriends/Relatives suggestion 43 43%Your own decision 57 57% 100Table No-3: Decision to buy Mahindra BoleroSource: QuestionnaireGraph No-2: Decision to buy Mahindra BoleroInterpretation: 21
  22. 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 topurchase Bolero is evident. Of the 100 respondents who answered the questionnaire,43% indicated that they decided to buy Bolero because of the friends/relativessuggestion 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. Byanalyzing the responses to this question we can say that number of consumers whotook the decision of buying Bolero is more as compare to those who took this decisionof buying on the suggestions of friends or relatives.Q2. If it was your own decision, what made you choose this brand? Details Total PercentagePrice 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% 80Table No-4: Features that helped in choosing Mahindra BoleroSource: Questionnaire 22
  23. 23. Chart No-1: Features that helped in choosing Mahindra BoleroInterpretation:Consumers approached were asked that if it was their own decision to buy Bolerothen what made them choose this brand. The factors that were placed before themwere: Price, Design, Fuel economy, After-sales service, Quality and others. Theirresponses were recorded and an idea of the factors that influence their buyingdecisions was formed.From the table, bar graph and pie chart depicted above, the influencing factors areevident. Of the 80 respondents who answered the questionnaire, 27 replied that fueleconomy of the Bolero is generally the main reason they choose to buy it. Thisaccounts for 33.75% of the respondents who replied fuel economy as the main reasonfor their purchase.Of the 80 respondents who answered the questionnaire, 6 answered that qualitycontributed to their purchase decision, while another 6 replied that other factors otherthan mentioned in the above table like space available etc. played a big role in theirdecision. This accounts for 7.5% of the respondents, in each case. 23
  24. 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%ConsumptionSafety & 5 5.05% 54 54.54% 30 30.30% 9 9.09% 1 1.01% 99 100%ComfortDesign 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%AvailableMaintenance 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. 25. Graph No-3: Level of satisfaction with regard to certain attributesInterpretation:Consumers approached were asked about their satisfaction level based on someattributes of Bolero. The attributes placed before consumers were: Fuel consumption,safety & comfort, design, space available and maintenance cost. The question wasanswered 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 isevident. Of the 100 respondents who answered the questionnaire, 49.49% replied that 25
  26. 26. they are satisfied with the fuel consumption of the Bolero and 1.01% replied that theyare highly dissatisfied with the fuel consumption.Of the 100 respondents who answered the questionnaire, 54.54% replied that they aresatisfied with the safety & comfort provided by Bolero and 1.01% replied that theyare highly dissatisfied with the safety & comfort.Of the 100 respondents who answered the questionnaire, 54.08% replied that they areneutral towards the design of the Bolero and 3.06% replied that they are extremelysatisfied with this attribute of Bolero.Of the 100 respondents who answered the questionnaire, 72.44% replied that they aresatisfied with the space available in the Bolero and 1.02% replied that they aredissatisfied with space available.Of the 100 respondents who answered the questionnaire, 51.51% replied that they areneutral towards the maintenance cost of the Bolero and 2.02% replied that they arehighly dissatisfied and other 2.02% replied that they are extremely satisfied with themaintenance 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 thefuel economy, design, space available, maintenance cost and safety & comfort on thetarget consumers. This helps in understanding the consumers’ satisfaction levelcorresponding to these attributes.From the tabulated data depicted above and responses of the consumers, it is evidentthat 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. Suchconsumers form the potential market that the companies must strive to attract. 26
  27. 27. There are also quite a few respondents who were highly satisfied with the Bolero. It isimperative for the company to find out why this is so. They can modify and apply thesame attractions towards the consumers who are less satisfied. The above table, graphand 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 PercentageStrongly Agree 11 11%Agree 39 39%Neither Agree Nor Disagree 38 38%Disagree 12 12%Strongly Disagree 0 0% 100Table No-6: Satisfaction level with overall service of M&MSource: QuestionnaireGraph No-4: Satisfaction level with overall service of M&M 27
  28. 28. Chart No-2: Satisfaction level with overall service of M&MInterpretation:Consumers approached were asked if they satisfied with the overall service providedby Mahindra & Mahindra. This question was answeered by 100 consumers. Theoptions that were placed before them were: Strongly agree, agree, neither agree nordisagree, disagree and strongly disagree.From the table, bar graph and pie chart depicted above, the satisfaction level ofconsumers of the overall service provided by Mahindra & Mahindra is evident. Of the100 who answered the questionnaire, 39% replied that they agree that they aresatisfied with the services of Mahindra & Mahindra.Of the 100 who answered the questionnaire, 11% replied that they strongly agree thatthey are satisfied with the overall service provided by Mahindra & Mahindra.This question is aimed at knowing the satisfaction level of the consumers about theoverall service provided by Mahindra & Mahindra. From the tabulated data depictedabove, it is evident that a good number of target customers are satisfied with theoverall services of the company. 28
  29. 29. There are also quite a few respondents who are strongly agree that they are satisfiedwith the services of the company. It is imperative for the company to find out whythis is so. They can modify and apply the same attractions towards those consumerswho are less satisfied with services of the Mahindra & Mahindra.Q5. Compared to other products thar are available in the same segment wouldyou say that Bolero is: Details Total PercentageMuch 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% 100Table No-7: Comparison of Bolero with other products in the same segmentSource: QuestionnaireChart No-3: Comparison of Bolero with other products in the same segmentInterpretation: 29
  30. 30. Consumers approached were asked that what they have to say about Bolero if wecompare it to other products that are available in the same segment. The optionsplaced before them were: Much better, somewhat better, about the same, somewhatworse, 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 theconsumers regarding Bolero as compared to other products in the same segment areevident. Of the 100 respondents who answered the questionnaire, 42% replied thatBolero is somewhat better when it comes to comparing it with others in the samesegment.Of the 100 respondents who answered the questionnaire, 1% replied that Bolero ismuch worse than others in the same segment.It is evident from the responses that consumers, on an average, regarded Bolero asbetter than its counterparts.This question is aimed at knowing what consumers think about Bolero when it iscompared to others in the same segment. By analyzing the responses to this questionwe 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 applythem in a more attractive way so that company will be able to change the thinking ofthose respondents who feels that Bolero is worse than its counterparts.Q6. How likely are you to recommend Bolero to others? Details Total PercentageDefinitely 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. 31. Table No-8: Recommendation of Bolero to othersSource: QuestionnaireGraph No-5: Recommendation of Bolero to othersChart No-4: Recommendation of Bolero to othersInterpretation:Consumers approached were asked that how likely are they to recommend Bolero toothers. The options placed before them were: Definitely will recommend, probably 31
  32. 32. will recommend, not sure, probably will not recommend and definitely will notrecommend. This question wasanswered by 100 respondents. The responses were recorded and an idea about theimage 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 whowill recommend Bolero to others is evident. Of the 100 respondents who answered thequestionnaire, 49% replied that they’ll probably recommend Bolero to others.Of the 100 respondents who answered the questionnaire, 1% replied that theydefinitely will not recommend Bolero to others.This question is aimed at knowing whether they’ll recommend Bolero to others basedon their experience. The object is also to analyze the image of the Bolero in the mindsof its consumers. By analyzing the responses to this question, we can say that a largenumber of consumers will recommend Bolero to others. This implies that consumershave a satisfactory image of the Bolero in their minds.Q7. Are you satisfied with this brand?Details Total PercentageYes 67 67%No 33 33% 100Table No-9: Number of respondents satisfied with the BoleroSource: Questionnaire 32
  33. 33. Graph No-6: Number of respondents satisfied with the BoleroInterpretation: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 by100 respondents.From the table and bar graph depicted above, the satisfaction of the consumers withthis 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 notsatisfied with the brand.This question is aimed at knowing whether or not the consumers are satisfied with thisbrand. By analyzing the responses to this question, we can say that quite a largenumber of consumers are satisfied with the brand.It is imperative for the company to find out those factors which are behind thissatisfaction and should apply them in a more effective manner so that those aredissatisfied can be made to change the image of the company that they have in theirmind and got satisfied. 33
  34. 34. Q8. If you have to buy another car, will you choose the same brand again?Details Total PercentageYes 48 48%No 52 52% 100Table No-10: Number of respondents ready to buy same brand againSource: QuestionnaireGraph No-7: Number of respondents ready to buy same brand againInterpretation:Consumers approached were asked if they have to buy another car will they choosethe same brand again. The question was answered by 100 respondents. The responseswere recorded and an idea whether or not consumers will continue their purchase withthis brand was made.From the table and bar graph depicted above, the number of consumers who’ll choosethis brand again if they have to purchase a car is evident. Of the 100 respondents whoanswered the questionnaire, 52% replied that they’ll not consider this brand in futureif they have to purchase another car.Of the 100 respondents who answered the questionnaire, 48% replied that they’llchoose the same brand in future if they have to buy another car. 34
  35. 35. This question is aimed at knowing whether or not the consumers will consider thisbrand again if they have to make purchase in future. From the responses recorded, wecan say that number of consumers who’ll not consider this brand in future in case theyhave to purchase another car is more than those who replied that they will considerthis brand again.Company should try to find out the main reasons behind this otherwise it will not beable to hold its current consumer base for long and that will affect its profit andmarket share.Q9. What is your overall opinion about Mahindra Bolero?Details Total PercentageVery Good 17 17%Good 40 40%Neither good nor bad 34 34%Bad 9 9%Very Bad 0 0% 100Table No-11: Overall opinion about Mahindra BoleroSource: QuestionnaireGraph No-8: Overall opinion about Mahindra Bolero 35
  36. 36. Chart No-5: Overall opinion about Mahindra BoleroInterpretation:Consumers approached were asked about their overall opinion about MahindraBolero. 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 theconsumers about Bolero is evident. Of the 100 respondents who answered thequestionnaire, 40% replied “good” as their overall opinion about Bolero.Of the 100 respondents who answered the questionnaire, 9% replied “bad” as theiroverall 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 theconsumers have a good opinion about the Bolero based on their experience. Thismeans they are satisfied with this brand and it’s a good sign for the company. 36
  37. 37. Data AnalysisThe above data is collected through questionnaire. The sample size was 100respondents and the survey was conducted in West Delhi. The data is presentedthrough 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 suchas time constraints, lack of expertise and hesitation of respondents in filling thequestionnaire and giving me appropriate information. Following is the analysis of thecollected 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. 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. 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. 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. 41. Results Of The Study:In the surveys, interviews and study conducted above, we came across many factorsthat influence customers’ satisfaction towards Mahindra Bolero. Here are the findingsbased 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. 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. 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. 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. 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. 46. BIBLIOGRAPHY1. 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. 47. APPENDICESAppendix – A:Annexure – I: QUESTIONNAIREDear Sir/Madam,I am a student of BBA, IP University and as part of our curriculum I amconducting a survey regarding a project study on “Customer Satisfaction” withspecial reference to Mahindra Bolero. I would like your cooperation for thesame, with an assurance that all the information, which you’ll give, will remainconfidential.Customer Profile:Name:Address:Age: Between 20-30 Between 30-40 Between 40-50 Above 50Gender: Male FemaleOccupation: (a) Business (b) Government Service (c) Private Service (d) Student (e) OthersMonthly 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. 35,000Q1. Which 4-wheeler did you own before this one?Q2. Why did you decide to buy this 4-wheeler? 47
  48. 48. (a) Friends/Relatives Suggestion (b) Your Own DecisionQ3. 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 ofBolero? (Tick in the desired column) Factors Extremely Satisfied Neutral Dissatisfied Highly Satisfied DissatisfiedFuel ConsumptionSafety & ComfortDesignSpace AvailableMaintenance CostQ5. Satisfied with the overall service provided by Mahindra & Mahindra? (a) Strongly agree (b) Agree (c) Neither agree nor disagree (d) Disagree (e) Strongly DisagreeQ6. Compared to other products that are available in the same segment wouldyou say that Bolero is (a) Much better (b) Somewhat better (c) About the same (d) Somewhat worse (e) Much worse (f) Don’t knowQ7. 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. 49. Q8. Are you satisfied with this brand? (a) Yes (b) NoQ9. If no, whyQ10. If you have to buy another car, will you choose the same brand again? (a) Yes (b) NoQ11. What is your overall opinion about Mahindra Bolero? (a) Very good (b) Good (c) Neither good nor bad (d) Bad (e) Very BadQ12. Do you want to give any suggestion about any change in the MahindraBolero? Thank you for participating in the survey 49

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