Mahindra & Mahindra is an Indian multinational car manufacturing corporation based in Mumbai, India. It is one of the largest vehicle manufacturers by production in India and the largest manufacturer of tractors in the world. Some key details: - Founded in 1945 and headquartered in Mumbai, with revenues of Rs. 105,806 Crore in 2019. - Products include automobiles, commercial vehicles, and two-wheelers sold worldwide. - Market share of automobiles in India is approximately 8%, with Maruti Suzuki having the largest share at 49%. - Targets the mid to high income demographic in urban areas of India with differentiated products at competitive prices.

1. ECT
Semester -1

2. 1
3
2
SECTORINFORMATION

3. 3.65%
7.5%

4. 5
10
15
20
2014-15 2015-16 2016-17 2017-18 2018-19
6.81%

5. SUBSTITUTES
NEW ENTRANTS
BARGAINING POWER OF SUPPLIERS
BARGAINING POWER OF BUYERS
H
I
G
H
SUBSTITUTE
PORTER’S FIVE FORCE MODEL

6. Type Public
Traded As Bse: 500250,
Nse: M&M
Industry Automotive
Predecessor Mahindra Renault Limited
Founded 02 October 1945, 74 Yrs.
Headquarters Mumbai, Maharastra ,india
Area Served Worldwide
Products Automobiles , Commercial
Vehicles ,two Wheelers
Revenue Rs. 105,806 Crore (2019)
Operating Income Rs. 8,870 Crore (2019)
Net Income Rs. 6,061 Crore (2019)
Total Assest Rs. 163,391 Crore (2019)
Number Of Employees 42,875 (2019)

7. FOUNDER
CHAIRMAN
EMNITRIUS
FOUNDER
CHAIRMAN
KESHUB
MAHINDRA
J.C. MAHINDRA
1892-1951
K.C.MAHINDRA
1894-1963
ANAND MAHINDRA

8. Maruti
49%
Huyandi Motors
17%
M&M
8%
Tata motors
6%
Honda car
5%
Toyato Kriloskars
5%
Renault
3%
Ford motors
3%
Others
4%
MARKET SHARE

10. SEGMENT
 Geographic: -
 All over country (majority on urban)
 Demographics: -
 Middle to Upper age-group.
 Middle to High income.
 Educated middle class to upper educated class.
 Psychographic: -
 Based on a liking factors i.e. SUVs, Sedan hatchback, crossover
 Behavioral: -
 Middle to high class
 Middle to business class
TARGETING
 The primary business target is midsized to large sized businessman.
 Company will target middle to upper level of income consumer which are able to
buy the product and want value of their money and comfortable ride in city
condition.
 Company will attract image conscious people who want to show their status
symbol in the form of their car.
 Mahindra & Mahindra main target will be TIER I cities.
POSITIONING
 Mahindra & Mahindra uses both differentiation and low cost as generic strategies
to try and gain a competitive advantage over their competitor in the automobile
industry.
 Mahindra & Mahindra is able to target such a big market is that they have
something for everyone.
 Product development is very important for Mahindra & Mahindra due to the fact
that they came out with fresh idea for every year in the automotive industry.
STP&MARKET
PLANNINGOFCOMPANY

11. 0
1000
2000
3000
4000
5000
6000
7000
8000
9000
OCT NOV DEC JAN FEB MAR APR MAY JUNE JUL AUG SEP
SALES COMPARISON
SALES COMPARISON