Mahindra & Mahindra Project

A
PROJECT
REPORT ON
“CUSTOMER SATISFACTION WITH SPECIAL
REFRENCE TO MAHINDRA SCORPIO.”
UNDER GUIDANCE:-
CORPORATE GUIDE: FACULTY:

MR. ABHISHEK KUMAR MR. MUKESH MISHRA
ASM,(SONALI AUTO PVT.LTD) PROF. MARKETING
(RCM)
SUBMITTED BY:
ALOK BHARTI
REG. NO – 0906247068, BATCH -2009-11
Of Regional College Of Management, Bhubaneswar Towards The Partial
Fulfillment Of Requirement For The Award Of The Degree Of
‘Master Of Business Administration
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BHUBANESWAR

ORISSA- 751023
DECLARATION
ALOK BHARTI, hereby declare that, the project

entitled “CUSTOMER SATISFACTION WITH
SPECIAL
REFRENCE TO MAHINDRA SCORPIO” is
submitted by
me to Mahindra & Mahindra is based completely on
my own
work experience in the past one and half months in
your
organization.
Regional college of management Autonomous, Bhubaneswar 2

Place: PATNA Signature
Date:
ACKNOWLEDGEMENT
As I am giving finishing touch to the present piece of
work and look back to catalogue my felling toward
all those who have help me in endeavour, I first begin
the acknowledgment with a prayer to God, as we
must all say almighty be praised for he saw us
through every crucial task.
I am expressing my deep gratitude to Mahindra &

Mahindra for giving an opportunity to do a project
on effect of consumer satisfaction and study under
them....
I would like to thank Mr.Abhishek kumar

(ASM,Sonali Auto Pvt. Ltd) for assisting & guiding
me throughout the training programme.
I am also extremely grateful to my project guide Mr.

Mukesh Mishra (Faculty Marketing, RCM) for
assisting and guiding me throughout the project. I am
very grateful to RCM for providing me the
opportunity of taking up such a practical project
which gave me a firsthand useful experience.
Last but not the least; I also like to thanks all the
respondents & my friends for giving me their
precious time, relevant information and experience
without which the project would have been a different
story.
ALOK BHARTI
Corporate Guide Certificate
This is to certify that the work entitled

“CUSTOMER SATISFACTION WITH
SPECIAL REFRENCE TO MAHINDRA
SCORPIO” is the piece of team project done by
Alok Bharti student of MBA (Second Year) under the
guidance and supervision for partial fulfilment of
MBA curriculum of Regional college of Management
Autonomous, Bhubaneswar.

To the best of my knowledge and belief the term
project report:
1. Embodies the work of candidate them self.

2. Has been duly completed.
3. Is up to the standard both in respect to the
content and language for being referred to the
examiner.
Abhishek Kumar
( ASM,
Sonali Auto)

Faculty Guide Certificate
This is to certify that the work entitled

“CUSTOMER SATISFACTION WITH
SPECIAL REFRENCE TO MAHINDRA
SCORPIO”is the piece of team project done by Alok
Bharti student of MBA (Second Year) under the
guidance and supervision for partial fulfilment of
MBA curriculum of Regional college of Management
Autonomous, Bhubaneswar.
To the best of my knowledge and belief the term

project report:
1.Embodies the work of candidate them self.

2.Has been duly completed.
3. Is up to the standard both in respect to the
content and language for being referred to the
examiner.
Mukesh Mishra
( Faculty Marketing,
RCMA)

PREFACE
Indian automobile industry has grown leaps and bounds since 1898, a time when a
car had touched the Indian streets for the first time. At present it holds a promising
tenth position in the entire world with being # 1 in Two Wheelers and #4 in
commercial vehicles. Withstanding a growth rate of 18% per annum and an annual
production of more than 2 million units, it may not be an exaggeration to say that this
industry in the coming years will soon touch a figure of 10 million units per year.
The automobile industry in India — the ninth largest in the world with an annual
production of over 2.3 million units in 2008 — is expected to become one of the
major global automotive industries in the coming years.
Mahindra & Mahindra (M&M), the market leader in multi-utility vehicles in India. The
company started manufacturing commercial vehicles in 1945. M&M is the leader by
farin commercial vehicle and the second largest in the passenger vehicle market.
The company is the world’s sixth largest medium and heavy commercial
vehicle manufacturing.
Mahindra is best known for utility vehicles and tractors in India, Its automotive
division, the company's oldest unit (founded in 1945), makes jeeps and three-
wheelers(not passenger "auto rickshaws," but utilitarian delivery and flatbed
incarnations).M&M's farm equipment sector, formed in 1963 during India's green
revolution, manufactures tractors and industrial engines. M&M also produces military
vehicles. The company has facilities located throughout India.
The survey involved gathering wide information about the company, its products,
customer satisfaction and impact of various competitive firms on the company.
From the information collected, various aspects were identified where the company
needs to focus more to improve the efficiency of marketing team of Mahindra
Automotives.
The research was conducted through collection of primary and secondary data.
Secondary data was collected through visiting various web sites, automobile
magazine sand other reliable sources. Primary data was collected through a well-
framed questionnaire, of which later a detailed analysis was done using various
statistical IT tools like MS Word and MS Excel.
On the basis, the secondary data analysis and the extensive analysis of the primary
data, interpretations were drawn for the questions and conclusion is drawn. Certain
suggestions are also drawn from the analysis to help. Mahindra Automotives to
increase its market share in commercial passenger segment and MPVs. The main
research that followed is to know “Customer satisfaction towards Mahindra
SCORPIO”, a new SUV recently launched by Mahindra. Due to the limited resources
and time constraints, the study was conducted within the area Patna city

SL. NO. Chapter Page No.
DECLARATION 2
ACKNOWLEDGMENT 3
CERTIFICATES 4-5
PREFACE 6-7
1. Introduction 9-27
2. Executive Summary 28
2.1 Company Profile 29-46
2.2 Product 47-61
3. Literature Review 62-67
4. Research Objective 68-69
5. Research Methodology 70-76
6. Data Analysis & Interpretation 77-86
7. Findings & Suggestion 87-89
8. Conclusion 90-91
9. Bibliography 92
10. Annexure 93-95
QUESTIONNAIRE

CHAPTER – 1.
INTRODUCTIOn
INTRODUCTION

The automobile industry, one of the core sectors, has undergone metamorphosis with the
advent of new business and manufacturing practices in the light of liberalization and
globalization. The sector seems to be optimistic of posting strong sales in the couple of
years in the view of a reasonable surge in demand.
The Indian automobile market is gearing towards international standards to meet the
needs of the global automobile giants and become a global hub.
All those companies and activities involved in the manufacture of motor vehicles,
including most components, such as engines and bodies, but excluding tires, batteries,
and fuel. The industry's principal products are passenger automobiles and light trucks,
including pickups, vans, and sport utility vehicles. Commercial vehicles (i.e., delivery
trucks and large transport trucks, often called semis), though important to the industry,
are secondary. The design of modern automotive vehicles is discussed in the articles
automobile, truck, bus, and motorcycle; automotive engines are described in gasoline
engine and diesel engine. The development of the automobile is covered in
transportation, history of: The rise of the automobile.
The history of the automobile industry, though brief compared with that of many other
industries, has exceptional interest because of its effects on 20th-century history.
Although the automobile originated in Europe in the late 19th century, the United States
completely dominated the world industry for the first half of the 20th century through the
invention of mass production techniques. In the second half of the century the situation
altered sharply as western European countries and Japan became major producers and
exporters.
Automobile Industry In India

The Automobile industry in India is the seventh largest in the world with an annual
production of over 2.6 million units in 2009. In 2009, India emerged as Asia's fourth
largest exporter of automobiles, behind Japan, South Korea and Thailand. By 2050, the
country is expected to top the world in car volumes with approximately 611 million
vehicles on the nation's roads.
Following economic liberalization in India in 1991, the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed
restrictions. Several Indian automobile manufacturers such as Tata Motors, Maruti
Suzuki and Mahindra and Mahindra, expanded their domestic and international
operations. India's robust economic growth led to the further expansion of its domestic
automobile market which attracted significant India-specific investment by multinational
automobile manufacturers.In February 2009, monthly sales of passenger cars in India
exceeded 100,000 units.
Embryonic automotive industry emerged in India in the 1940s. Following

the independence, in 1947, the Government of India and the private sector launched
efforts to create an automotive component manufacturing industry to supply to the
automobile industry. However, the growth was relatively slow in the 1950s and 1960s
due to nationalisation and the license raj which hampered the Indian private sector. After
1970, the automotive industry started to grow, but the growth was mainly driven by
tractors, commercial vehicles and scooters. Cars were still a major
luxury. Japanese manufacturers entered the Indian market ultimately leading to the
establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with
Indian companies.
In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

motorcycles and light commercial-vehicles. It was at this time that the Indian government
chose Suzuki for its joint-venture to manufacture small cars. Following the economic
liberalisation in 1991 and the gradual weakening of the license raj, a number of Indian
and multi-national car companies launched operations. Since then, automotive
component and automobile manufacturing growth has accelerated to meet domestic and
export demands.
Largest Automobile Manufacturers in India by Sales
1. Maruti Suzuki
2. Hyundai
3. Tata
4. Mahindra & Mahindra
5. GM Chevrolet
6. Honda
7. Toyota
8. Ford
9. Fiat
10.Skoda

SECTOR OUTLOOK
The Auto Index registered a 3.2% jump during 4QFY2010 versus marginal 0.4% rise in
the Sensex, outperforming it by 2.8%. Sentiment for Auto stocks had turned positive in
FY2010 on easing concerns over lower volume growth following the various stimuli
announced by the government and the RBI to arrest the declining volumes of the
industry. The positive upturn in volume continued in 4QFY2010 on the back of positive
consumer sentiment and partially due to advancement of buying at dealers' desk in
anticipation of roll back of Excise duty in the Union Budget. Further, expected increase
in price owing to change in Emission norms from 1 April 2010 and higher input cost, also
boosted volume growth during the quarter. Four-wheeler stocks like Maruti Suzuki,
M&M and Tata Motors underperformed the Auto Index by 12.4%, 2.3% and 7.8%,
respectively in 4QFY2010 post a substantial outperformance in 9MFY2010. Pressure of
interest rate hike is reflected on these stocks. Two-wheeler stocks (which are less
depending on finance now) however, rallied in 4QFY2010, where in Hero Honda (HH)
and Bajaj Auto (BAL) outperformed by 10% and 11% respectively. In 4QFY2010, Tyre
stocks registered superior performance on the bourses with Apollo Tyres and MRF
moving up by 45.4% and 12.9% qoq.

TD FY2010, PV Sales volume grew a substantial 27.6% yoy aided by an increase in

Exportd and recovery in domestic demand. This was supported by a rebound in
Consumer sentiment post the FY2009 economic downturn, and was reflected in the
improving volumes of the domestic PV market. An impressive volume growth, low
penetration and low-cost manufacturing base have been attracting attention of the global
Auto majors towards India. All these factors have accelerated their plans for India and
have started launching products for the Indian market. During 4QFY2010, Volkswagen
and Ford launched the Polo and Figo respectively, in the dominant A2 segment thereby
escalating competition for market leader, Maruti Suzuki.


Going ahead, we expect this economic recovery to help the Auto Sector, which includes
passenger vehicles (PVs), commercial vehicles (CVs) and two-wheelers, in registering
good growth in the Domestic market, and a decent growth in the Export markets, over
FY2010-12E. We estimate overall Auto Volumes to register a CAGR of around 10%
over FY2010-12E aided by the improved economic environment for the sector. Over the
longer term, comparatively low penetration levels, a healthy economic environment and
favourable demographics supported by higher per-capita income levels are likely to help
the Auto companies in sustaining their Top-line growth.

Core business performance of the Auto companies has been improving in FY2010 and
visibility has been restored, with a substantial 24% yoy growth seen YTD FY2010. Thus,
while this quarter's performance is likely to be robust on a yoy basis, we also expect Auto
companies to report a sequential spurt in Revenues on better Volumes. Most stocks have
been positive in the last one year due to better visibility for the Sector. We remain
positive on the long-term prospects of the Indian Auto Sector. We prefer stocks where
strong and improving fundamentals could deliver positive Earnings surprises.

INDUSTRY PERFORMANCE IN 2009-2010
The Indian automotive market managed to stand up to the vagaries of the economic
meltdown to show slightly growth during fiscal 2009-10. Overall vehicle sales at97.23
lakhgrew 0.71 per cent from 96.54 lakh units in 2008-09.
When major automotive markets reported a30-40 per cent decline, only a handful
ofcountries managed to show growth. A few months ago, India was looking at
negativegrowth but has turned around. It is actually better than expected.
Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle
sales showed a 21 per cent drop.
SIAM has a positive outlook for the current financial year. While it foresees a 7-8
percent growth for the commercial vehicle segment, the industry body predicts a 3-5
percent growth for passenger vehicles. The three-wheeler segment may grow 5-8 per cent
growth while two wheelers may show 3-5 per cent growth.
The passenger vehicle market has weathered the downturn largely due to market leader
Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked
7.22 lakh units for 2008-09. Closest rival Hyundai Motor India sold 2.44 lakh cars, a
growth of 13 per cent. Tata Motors’ sales grew 1.3 per cent at 2.30 lakh units while
Mahindra & Mahindra posted 2.5 per cent growth at 1.06 lakh units
Most premium car makers saw volumes shrink last fiscal. Toyota Kirloskar Motor’s
numbers fell 15 per cent to 46,892 units while Ford India’s sales were down 17 percent
to 27,976 units. Honda Siel Cars India also saw a 17 per cent drop at 52,420 units
while General Motors India was down 8 per cent to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in
volumes.Market leader Tata Motors with a 60 per cent plus share, showed 22

percent drop in numbers at 2.34 lakh units while Ashok Leyland showed 37 per cent drop
at 47,632.
Eicher’s sales volume fell 37 per cent at17,341 units and Force Motors was down 28
percent at 7,819 units. “The freight movement is unlikely to improve this fiscal which
will impact truck sales.
Two-wheeler sales grew 2.6 per cent to74.38 lakh units. “Hero Honda has made up for
the erosion of sales volume for other two-wheeler makers including Bajaj Auto and TVS
Motor Company,” said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth
of 12.5 per cent. Bajaj Auto’s volumes dropped 23 percent to 12.86 lakhs units while
TVS saw a marginal decline at 11.36 lakh units.Honda Motorcycle and Scooter India’s
sales surged 16 per cent to 10.15 lakh units.
ANALYSIS OF AUTOMOBILE INDUSTRY

Over a period of more than two decades the Indian Automobile industry has been driving
its own growth through phases. With comparatively higher rate of economic growth rate
index against that of great global powers, India has become a hub of domestic and
exports business. The automobile sector has been contributing its share to the shining
economic performance of India in the recent years.
To understand this industry for the purpose of investment we need to analyze it by

following two approaches:
1). Fundamental Analysis (E.I.C Approach)
a. Economy
b. Industry
c. Company
2).Technical Analysis
1) FUNDAMENTAL ANALYSIS
a). ECONOMY
Economic analysis is the analysis of forces operating the overall economy a country.
Economic analysis is a process whereby strengths and weaknesses of an economy are
analyzed. Economic analysis is important in order to understand exact condition of an
economy.
GDP and Automobile Industry

In absolute terms, India is 16th in the world in terms of nominal factory output. The
service sector is growing rapidly in the past few years. This is the pie- chart
showing contributions of different sectors in Indian economy. The per capita Income is
near about Rs38,000 reflecting improvement in the living standards of an average Indian.

Today, automobile sector in India is one of the key sectors of the economy in terms of the
employment. Directly and indirectly it employs more than 10 million people and if we
add the number of people employed in the auto-component and auto ancillary industry
then the number goes even higher.
As the world economy slips into recession hitting the demand hard and the banking sector
takes conservative approach towards lending to corporate sector, the GDP growth has
downgraded it to 7.1 percent for 2008-09 and predicted it to be 6.5 per cent for FY 2009-
10 Mr. Montek Singh (Planning Commission of India). Following is the graph showing a
trend of Indian GDP trend in past 3 years.

The market value of Automobile Industry is more than US$8 bl. and Contribution in
Indian GDP is near about 5% and will be double by 2016. The automotive industry in
India grew at a computed annual growth rate (CAGR) of 11.5 percent over the past five
years, but growth rate in last FY2008-09 was only 0.7% with passenger car sales shows
1.31% growth while Commercial Vehicles segment slumped 21.7%.
Recession
All the major auto companies enjoyed the high growth ride till the mid 2008. But at the
end of the year, industry had to face the hard truth and witnessed the fall in sales
compared to last year. In December 2008, overall production fell by 22 % over the same
month last year. Global recession has hit the Indian auto industry, India is strong and
growing industry but the impact of recession is evident now on industry as sales &
growth of automobile companies have declined. Passenger Vehicles segment registered
negative growth.
One of its supporting facts is that the sales in December 2008 for passenger vehicles fell
by 13.86% over December 2007 Two Wheelers registered minor growth of 1.85 %
during April – December 2008. However, Two Wheelers sales recorded 15.43 percent
fall in December 2008 over the same month last year. Although the sector was hit by
economic slowdown, overall production (passenger vehicles, commercial vehicles, two
wheelers and three wheelers) increased from 10.85 million vehicles in 2007-08 to 11.17
million vehicles in 2008-09. Passenger vehicles increased marginally from 1.77 million
to 1.83million while two-wheelers increased from 8.02 million to 8.41 million. Total
number of vehicles sold including passenger vehicles, commercial vehicles, two-wheelers
and three-wheelers in 2008-09 was 9.72 million as compared to 9.65 million in 2007-08.
Inflation
Despite of negative inflation these days (-.21% on 22-Aug-09) we saw an increasing
trend of sales in auto sector. A moderate amount of inflation is important for the proper
growth of an economy like India because it attracts more private investment. The fall in
wholesale prices from a year earlier is mainly due to a statistical base effect and doesn’t
suggest contraction in demand, the Reserve Bank of India said few week back, while
revising its inflation forecast for the FY through March to around 5% from 4%.
In last FY despite of skyrocketing oil prices (crude oil price has already up to $130
compared to $20 per barrel five years back), Indian automobile Industry was not as much
affected and experts think that Indian automobile industry will continue to grow this year
despite all obstacles- oil price hike, higher interest rates. However, the effect of inflation
has affected every sector which is related to car manufacturing and production. The
increase in the price of fuel and the steel due to inflation has led to a slower growth rate
of the car industry in India. The effect of inflation has taken the rise in the price rate of
the cars by 3-4% which in turn suffices the need to meet the rise in price of the raw
materials to build a car. The car market and the car industry witnessed a fall of 8-9%.
FDI’s

In India FDI up to 100 percent, has been permitted under automatic route to this sector,
which has led to a turnover of USD 12 billion in the Indian auto industry and USD 3
billion in the auto parts industry.
India enjoys a cost advantage with respect to casting and forging as manufacturing costs
in India are 25 to 30 per cent lower than their western counterparts the Investment
Commission has set a target of attracting foreign investment worth US$ 5 billion for the
next seven years to increase India's share in the global auto components market from the
existing 0.9 per cent to 2.5 per cent by 2015. FDI inflows in Automobile Industry 2008-
09 was Rs.5,212 Cr an increase of 47.25% compare to 2007-08, while in April-May 2009
it was around Rs.497 Cr.
Foreign Exchange
India holds the third largest stock of reserves among the emerging market economies
after China and Russia. The overall approach to the management of India's foreign
exchange reserves in recent years reflects the changing composition of the balance of
payments and the 'liquidity risks' associated with different types of flows and other
requirements.
Source: rbi.org.in
Taking these factors into account, India's foreign exchange reserves continued to be at a
comfortable level and consistent with the rate of growth, the share of external sector in
the economy and the size of risk-adjusted capital flows. Following is the table shows the
trend of foreign reserves held by central bank in last FY. Reserves came down cause of
recession all over the world however India still able to maintain its reserves hence a
minor fall was seen compare to all other country which shows great strength in long-term
for Indian Economy. Increase in Exports specially from auto industry shows an
expectations of huge income from western countries and new $200 bl. target for exports
by 2011 helps in increasing.
Note:
1.FCA (Foreign Currency Assets): FCAs are maintained as a multicurrency portfolio comprising ajor
currencies, such as, US dollar, Euro, Pound sterling, Japanese yen, etc. and is valued in terms of US
dollars.
2. SDR (Special Drawing Rights): Values in SDR have been indicated in parentheses.
3. Gold: Physical stock has remained unchanged at approximately 357 tonnes.
4. RTP refers to the Reserve Tranche Position in the IMF.
Export
Society of Indian Automobile Manufacturers (SIAM), automobile sales (including
passenger vehicles, commercial vehicles, two-wheelers and three-wheelers) in the
overseas markets increased to 1.53 million units in 2008-09 from 1.23 million units in
2007-08. Export of passenger vehicles increased from 218,401 in 2007-08 to 335,739
units in 2008-09.
There is a continuous increase in the export of automobiles since the financial year 2002-
03, except for the decline in the export of commercial vehichles in the financial year
2008-09, which may be attributed to the global economic recession.
Despite recession, the Indian automobile market continues to perform better than most of
the other industries in the economy in coming future, more and more MNC’s coming in
India to setup their ventures which clearly shows the scope of expansion.
Current Scenario of Automobile Industry in Economy
With the latest available data Indian Automobile Industry is expected to grow at 9%-10%
in near future, Two wheeler segment sales grew up by 12.8% with the modest 2.6%
growth rate, under this segment the market leader Hero Honda registered growth of 12%
in its domestic sales where as Bajaj Auto disappointed as sales plunging by 23%, on the
other hand car sales has been grew up by a healthy 22.7% in last February and
Commercial Vehicles reported slower sales. It is assumed that in coming festive season to
meet demand, carmakers going to produce 70000units/month more over the average
1.3lac/month with help of 5000 new hands.
Source: Economic Times
Indian Automobile Industry at Global level:

· India ranks 1st in the global two-wheeler market
· India is the 4th biggest commercial vehicle market in the world
· India ranks 11th in the international passenger car market
· India ranks 5th pertaining to the number of bus and truck sold in the world
· India is the second largest tractor manufacturer in the world.
Volkswagen, Toyota, Nissan & Ford plan new cars to cash in on fastest-growing compact
car section of car market in India.
Source: Economic Times
Sales of different Auto Companies speed up even before festive season Maruti by 29%,
TATA by 11%,Skoda Auto 33%, Hero Honda 33%, Mahindra 42%, Yamaha 63% etc.
Source: Economic Times (3/09/09)
It is expected that the Automobile Industry in India would be the 7th largest automobile
market within the year 2016.
Projected Growth rate in Automobile Industry
· Passenger vehicle sales in the country will grow at a CAGR of 12 per cent to
touch 3.75 million units by 2014.
· The domestic two-wheeler sales will grow at a CAGR of 8.8% by 2014 at 11.3
million units.
· To emerge as the destination of choice in the world for design and manufacture of
automobiles and auto components with output reaching a level of US$ 145 billion
accounting for more than 10% of the GDP and providing additional employment to 25
million people by 2016.
b.) INDUSTRY ANALYSIS (AUTOMOBILE)
The current trends of the global automobile industry reveal that in the developed
countries the automobile industries are stagnating as a result of drooping markets,
whereas the automobile industry in the developing nations, have been consistently
registering higher growth rates every passing year for their domestic flourishing domestic
automobile markets.
Being one of the fastest growing sectors in the world its dynamic growth phases are
explained by the nature of competition, Product Life Cycle and consumer demand. The
industry is at the crossroads with global mergers and relocation of production centers to
emerging developing countries.

In 2009, estimated rate of growth of India Auto industry is going to be 9% .The Indian
automobile sector is far from being saturated, leaving ample opportunity for volume
growth.
Segmentation of Automobile Industry
The automobile industry comprises of Heavy vehicles (trucks, buses, tempos, tractors);
passenger cars; Two-wheelers; Commercial Vehicles; and Three-wheelers. Following is
the segmentation that how much each sector comprises of whole Indian Automobile
Industry.
Industrial Analysis of any industry can be done based on the following headings:
1. Five Forces Model
2. Industrial Life Cycle
3. SWOT Analysis
4. Industry Specific Index
1.) Five Forces Model
Michael Porter identifies five forces that influence an industry. These forces are
· Degree of Rivalry
Despite the high concentration ratio seen in the automotive sector, rivalry in the Indian
auto sector is intense due to the entry of foreign companies in the market. The industry
rivalry is extremely high with any being product being matched in a few months by the
competitors. This instinct of the industry is primarily driven by technical capabilities
acquired over years of gestation under the technical collaboration with international
players.
· Threat of Substitutes
The threat of substitutes to the automotive industry is fairly mild. Numerous other forms
of transportation are available, but none offer the utility, convenience, independence and
value offered by automobiles. The switching cost associated with using a different mode
of transportation, may be high in terms of personal time, convenience and utility.
· Barriers to entry
The barriers to enter automotive industry are substantial. For a new company, the startup
capital required to establish manufacturing capacity to achieve minimum efficient scale is
prohibitive. Although the barriers to new companies are substantial, establishing
companies are entering the new markets through strategic partnerships or through buying
out or merging with other companies. However, a domestic company, with local
knowledge and expertise, has the potential to compete its home market against the global
firms who are not well established there.
· Supplier’s power
In the relationship between the industry and its suppliers, the power axis is tipped in
industry’s favor. The industry is comprised of powerful buyers who are generally able to
dictate their terms to the suppliers.
· Buyers’ Power
In the relationship between the automotive industry and its ultimate consumers, the
power axis is tipped in the consumers’ favor. This is due to the fairly standardized nature
and the low switching costs associated with selecting from among competing brands.
2.) Industrial Life Cycle

The industrial life cycle is a term used for classifying industry vitality over time. Industry
life cycle classification generally groups industries into one of four stages: pioneer,
growth, maturity and decline.
In the pioneer phase, the product has not been widely accepted or adopted. Business
strategies are developing, and there is high risk of failure. However, successful
companies can grow at extraordinary rates. The Indian automobile sector has passed this
stage quite successfully.
In the growth phase, the product market has been established and there is at least some
historical guide to ground demand estimates. The industry is growing rapidly, often at an
accelerating rate of sales and earnings growth. Indian Automotive Industry is booming
with a growth rate of around 15 % annually. The cumulative growth of the Passenger
Vehicles segment during April 2007 – March 2008 was 12.17 percent. Passenger Cars
grew by 11.79 percent, Utility Vehicles by 10.57 percent and Multi Purpose Vehicles by
21.39 percent in this period. The Commercial Vehicles segment grew marginally at 4.07
percent. While Medium & Heavy Commercial Vehicles declined by 1.66 percent, Light
Commercial Vehicles recorded a growth of 12.29 percent. Three Wheelers sales fell by
9.71 percent with sales of Goods Carriers declining drastically by 20.49 percent and
Passenger Carriers declined by 2.13 percent during April- March 2008 compared to the
last year. Two Wheelers registered a negative growth rate of 7.92 % during this period,
with motorcycles and electric two wheelers segments declining by 11.90
percent and 44.93% respect. However, Scooters and Mopeds segment grew by 11.64%
and 16.63% respect. The growth rate of the automobile industry in India is greater than
the GDP growth rate of the economy, so the automobile sector can be very well be said to
be in the growth phase.
As the product matures, growth slows as penetration reaches practical limits. Companies
began to focus on market share rather than growth. Industry demand tends to follow the
overall economy, but the scope of growth of the automobile sector is very much possible
in India due to the increasing income of the middle class and their income as well as
standard of living.
3.) SWOT Analysis

A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm usually can be classified as
strengths (S) or weaknesses (W), and those external to the firm can be classified as
opportunities (O) or threats (T). Such an analysis of the strategic environment is referred
to as a SWOT analysis. SWOT analysis of the Indian automobile sector gives the
following points:
Strengths
· Large domestic market
· Sustainable labor cost advantage
· Competitive auto component vendor base
· Government incentives for manufacturing plants
· Strong engineering skills in design etc
Weaknesses
· Low labor productivity
· High interest costs and high overheads make the production uncompetitive
· Various forms of taxes push up the cost of production
· Low investment in Research and Development
· Infrastructure bottleneck
Opportunities
· Commercial vehicles: SC ban on overloading
· Heavy thrust on mining and construction activity

· Increase in the income level
· Cut in excise duties
· Rising rural demand
Threats
· Rising input costs
· Rising interest rates
· Cut throat competition
4.) Industry Specific Index
Industry specific index also called as sectoral index are those indices, which represent a
specific industry sector. All stocks in a sectoral index belong to that sector only. Hence
an index like the BSE auto index is made of auto stocks. Sectoral Indices are very useful
in tracking the movement and performance of particular sector.
BSE Auto Index comprises all the major auto stocks in the BSE 500 Index.
BSE AUTO Index 5 Year Chart

COMPANY
Above is the Indian Auto Industry Index(BSE) shows the up’s and down’s over the
period of 5 years.Intially in 2003 when major giants got listed on stock exchange TATA
Motors, Maruti Suzuki, Mahindra & Mahindra etc. Indian auto industry start picking up
growth slowly in the first end of 1st quarter index reaches to its highest in his history.
Than we saw a steady fall in the index and in the mid 2006 reaches to years lowest point
it again start booming and than year on year we saw a up and down movement in the
index as lots of new players came in Indian market with foreign colaboration but when
2008 came with global slowdown it brings the demand of automobile so low that index
reaches to its lowest in past 5year . Most of the company even shut down their
manufacturing units for more than a week, production came down because of less
demand in the economy. Also no further launches were made in mid or late 2008 and
postponed to next year. We have also saw a fall in FDI’s in automobile Industry. But in
the beginning of 2009 right from 1st quarter auto industry again start regaining and we
saw a tremondous growth in auto industry which never seen before not in india but all
over the world. The demand of 2 and 4 Wheelers start increasing rapidly which also force
auto industry to employ more workers to meet demand and with in the 2 nd quarter of
FY2009-10 Auto index reaches to its highest ever crossed mark of 6000. And this growth
of industry will be carry further as festive season still to come, so there is a lot of scope to
growth in this industry.
c.) COMPANY ANALYSIS (Mahindra & Mahindra)
The company analysis shows the longterm strenght of the company that what is the
financial Position of the company in the market where it stand among its competitors and
who are the key drivers of the company, what is the future plans of the company, what

are the policies of government towards the company and how the stake of the company
divested among different groups of people.
Profile of Mahindra & Mahindra

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed.Later
on, after the partition of India, one of the partners - Ghulam Mohammad - returnedto
Pakistan, where he became Finance Minister. Asa result, the company wasrenamedto
Mahindra & Mahindra in 1948.
M&M started its operation as a manufacturer of general-purpose utility vehicles.

Itassembled CKD jeeps in 1949. Over the passing years, the company expanded
itsbusiness and started manufacturing light commercial vehicles (LCVs) and
agriculturaltractors. Apart from agricultural tractors and LCVs, Mahindra & Mahindra
also showedits dexterity in manufacturing army vehicles. Soon, it started its operations
abroad,through its plants set up in China, the United Kingdom and the USA.
M&M partnered with companies prominent in the international market, including

RenaultSA, International Truck and Engine Corporation, USA, in order to mark its
globalpresence. M&M also started exporting its products to several countries across the
world.Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy)
Indian Consumer Class

India has a population of over 1 billion and 4 climatic zones, several religious and
personal beliefs, 15 official languages, different social customs and foods habits
characterize Indian consumer class. Besides, India is also different in culture as compared
to the other countries. Therefore, India has high distinctiveness in demand and the
companies in India can get a lot of market opportunities for the various classes of
consumers. Consumer goods marketer experience that dealing India is like dealing with
many small markets at the same time.
Indian consumer goods markets is expected to reach $400 billion by the 2010. India has
the youngest population, there are lots of young people with different income category.
Consumer goods marketers are often faced with a dilemma regarding the choice of
appropriate market segment. But in India they do not have to face this dilemma largely
because rapid urbanization, increase in demand, presence of large number of young
population, any number of opportunities is available. The bottom line is that Indian
market is changing rapidly and is showing unprecedented consumer business opportunity.
Indian consumer class can be classified according to the following criteria:

1. Income
2. Socio-Economic status.
3. Age demographics
4. Geographical dispersion
Conclusion
With the liberalization and growth of the Indian economy since the early 1990s, the
Indian customer witnessed an increasing exposure to new domestic and foreign products
through different media, such as television and the Internet.
Apart from this, social changes such as increase in the number of nuclear families and the
growing number of working couples resulting in increased spending power also
contributed to the increase in the Indian consumers' personal consumption.
As a whole, these changes have the positive impact, leading to rapid growth in the
retailing industry, and created a huge potential for the AUTOMOBILE markets.

CHAPTER- 2
EXECUTIVE SUMMARY.
2.1 COMPANY PROFILE
2.2 PRODUCT.
Company profile
ABOUT MAHINDRA & MAHINDRA
TYPE Public Company
FOUNDED 1945
HEAD QUARTERS Mumbai
KEY PEOPLE Keshub Mahindra (Chairman)
Anand G Mahindra (Vice chairman & managing
Director)
INDUSTRY Automotive, Farm equipment
REVENUE US$ 10 billion(2009 H1)
EMPLOYEES 16,000 plus
WEBSITE www.mahindra.com
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, Malik
Ghulam Muhammad returned to Pakistan and became that nation's first finance 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 licence 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.

Mahindra & Mahindra has controlling stakes in REVA electric and has submitted letter
of intent for South Korea's SsangYong Motor Company.
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 andInternational Truck and Engine Corporation,
USA.
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 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.
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.
Mahindra & Mahindra has controlling stakes in Reva electric and has submitted letter of
Intent for South Korea's Ssangyong
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.
COMPANY HISTORY
Few groups can identify as closely with India's destiny and industrial progress as the
Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around
the same time, had the same aspirations and both experienced the inevitable troughs and
crests in the journey towards their goals. And both continue to march on the path to
progress and global recognition.
The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States
of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of
the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a
vehicle that had proved its invincibility on the battlefields of World War II be ideal for
India's rugged terrain and its kutcharural roads?

Swift action followed this thought. The Mahindra brothers joined hands with a
distinguished gentleman called Ghulam Mohammed & on October 2 nd, 1945, Mahindra &
Mohammed was set up as a franchise for assembling Jeeps from Willys, USA.
Two years later, India became an independent nation and Mahindra & Mohammed
changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan
post-partition and became the first Finance Minister of Pakistan.
Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into
a Group that occupies a premier position in almost all key sectors of the economy. The
Group's history is studded with milestones. Each one taking the Group forward. In fact,
today, its total turnover is about 6.3 billion dollars.
Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged
penetration into the global arena. Its spirit can be encapsulated in the words of the poet
Robert Frost, a favourite of India's first Prime Minister, Pandit Jawaharlal Nehru:
"The woods are lovely, dark and deep,
But I have promises to keep,
And miles to go before I sleep,
And miles to go before I sleep."
For Mahindra & Mahindra, this translates into many more milestones to be set up before
it rests.
1945
- The Company was Incorporated and converted into Public Limited in 1955 at Mumbai.
The Company Manufacture Jeep type vehicles, petrol industrial engines, industria process
control instruments and flow meters. Trading in steel and manufacture of professional
grade electronic components. Jeeps are manufactured under a license and an agreement
with Willys Motors Inc., Toledo, Ohio, U.S.A., for whom the Company also acts as
exclusive distributors for the whole of India for their entire range of vehicles including
utility vans, cargo/personnel carriers and pick-up trucks.
1958
- The Company entered into an agreement with Birfield Ltd., to form Mahindra Sintered
Products Private Limited for the manufacture of a wide range of self lubricating bearings.
1968
- The Instrumentation & Electronics Division came into existence as a result of merger
of the wholly-owned subsidiary of Mahindra Engineering Co. Ltd., with the Company
with effect from 1st April 1968. The activities of the merged company were being
carried on in this division.
- The Company acquired the whole paid-up capital of Mahindra Electro-Chemicals
Products Ltd. Company.
- With effect from 1st April, the wholly owned subsidiary Mahindra Engineering Co.
Ltd., was merged with the Company. International Tractor Company of India Ltd., was
merged with the Company effective from 1st November 1977.
1970

- The name was changed from Mahindra Van Wijk & Visser Ltd. to Mahindra &
Mahindra Ltd. This was merged with the Indian National Diesel Engine Co., Ltd., during
1977-78.
1970- 74,
- 700-9.3% Pref. and 12,98,202 No. of Equity share allotted without payment in cash to
shareholders of International Tractor Co. Ltd., on its merger in prop 1:1 Pref. and 2:3
Equity. 12,500-7.8% Pref. shares redeemed on 1.2.1979.
1978
- The Company started negotiation with Balania K. Zacharopoulos Ltd., Athens for
jointly promoting a new company in Greece for the manufacture of Jeep vehicles and
trucks. Initially, it was proposed to assemble these vehicles mainly from CKD packs to
be shipped from India.
1979
- 57,22,764 Bonus equity share issued in prop. 1:1.
1983
- 76,30,352 Bonus equity shares issued in prop. 2:3 in October 1984.
1984
- Mahindra Spicer Ltd. (MSL), was amalgamated with Mahindra & Mahindra Ltd.
(MML) with effect from 3rd April. Pursuant to the scheme of amalgamation of MSL
with MML, the shareholders of MSL were allotted 1,88,166 equity shares of MML in the
ratio of 1 equity share of MML For every 6 shares held in MSL.
- The Company entered into a collaboration agreement with Foramer S. A., an associate
of Forasol S.A., for purchase of Ile d' Amsterdam an offshore drilling rig at a price
U.S. .75 million. The Company arranged for a foreign currency loan through Bank of
Baroda. In view of this purchase, the Company obtained a firm order from ONGC for
drilling services for 2 years.
1985
- A letter of intent was obtained for the manufacture of 50,000 lines of EPABX/PAXs in
collaboration with OKL Electric Co. of Japan.
- The Company also signed a Memorandum of Understanding with the British Telecom
p.l.c. of London under which the two companies were to jointly explore and develop
opportunities in telecommunication and technical fields in India.
- MBT was made a subsidiary of the Company with 60% holding and the remaining 40%
was subscribed by the foreign partners, the British Telecommunications p.l.c., U.K. (BT)
for provision of software engineers of MBT to work on various projects of BT in theU.K.
MBT also decided to issue equity capital to the extent of Rs 4 crores out of which shares
worth Rs 2.40 crores were to be offered to Mahindra & Mahindra Ltd., for subscription
and the balance shares worth Rs 1.60 crores were to be offered to BT.

1987
- (17 months), approval from Government was received for the manufacture of Peugeot
504 pick-up vehicles in collaboration with Automobiles Peugeot of France.
- A new model M-595 tractor in the 50 H.P. range was introduced.
1988
- The Company acquired a off-shore drilling rig Ile d' Amsterdam from Foramer S. A.,
France as on 1st March. A firm letter of intent was received for one land rig for drilling
operations at Jwalamukhi, Himachal Pradesh against a tender from ONGC. The
Company already entered into an agreement with Forasol S.A., for purchase of a land rig
and related equipment.
1989
- During the year improved versions of CJ 500 range of jeeps and FJ range of LCVs
were introduced. Also a sporty model of jeep was introduce which was well received by
the target audience.
- During September, the Company acquired the automotive pressing unit at Kanhe from
Guest Keen Williams, Ltd. for a gross consideration of Rs 28.75 crores. The unit has an
installed capacity of 10,000 tonnes per annum.
1990
- The Automotive division faced adverse market conditions resulting in a drastic
reduction in production and sales of vehicles. The Automotive division introduced a
direct injection diesel engine, the MDI 2500 A engine on the CJ 500 vehicles. A new
fuel efficient 10 seater vehicle having a direct injection diesel engine was introduced.
- A letter of intent was obtained from ONGC for extension of the contract for a further
period of one year. However, on account of certain procedural delays ONGC dehired the
rig and it remained non-operational for about 160 days. However, the Company received
a contract from ONGC for a much higher day rate and the rig was rendering service to
ONGC with effect from 9th November.
- The Company issued 48,16,012-12.5% fully convertible debentures of Rs 110 each
with a provision to apply, instead, for 58,86,236 fully convertible zero interest bonds of
Rs 90 each. An option was given to apply for a combination of debentures and bonds
subject to an aggregate value of Rs 52,97,61,320. These debentures/bonds were offered
on rights basis to the then existing equity shareholders in the ratio of one debenture for
every four equity shares held. The issue was fully subscribed. Additional
bonds/debentures were issued to retain the over-subscription to the extent of 15% of the
issue which is equivalent to 7,22,401 debentures of Rs 110 each.
- Through another letter of offer, two blocks consisting of 8,64,049 debentures each
were offered to Mahindra Companies and International Finance Corporation,
Washington, respectively with an option to apply for bonds subject to the aggregate value
of Rs 9,50,45,390 for each block. The issue was fully subscribed. Additional

bonds/debentures were issued to retain the over-subscription to the extent of 15% of the
issue which is equivalent to 1,29,607 debentures of Rs 110 each for each block.
- The employees (including Indian working directors)/workers of the Company were
also offered on an equitable basis 2,40,801 debentures of Rs 110 each with a provision to
apply for bonds within the aggregate limit of the issue. The issue was under subscribed.
Only 16,750 debentures and 68,250 bonds were allotted. The balance debentures/bonds
were allowed to lapse.
- As on 1st April, 49,90,354 debentures and 26,20,371 bonds were allotted.
- As on 1st May, the Company allotted on private placement basis 14% redeemable non-
convertible debentures for a total value of Rs 20 crores to UTI, LIC, ICICI, Army Group
Insurance Fund and GIC and its subsidiaries. These debentures are redeemable in full at
a premium of 5% on 1st May 1997.
1991
- New replacement kits for the series of diesel engines, the XDP 4.90 were successfully
launched in order to replace petrol engines in passenger cars and create new demands for
the series of diesel engines manufactured by the Company.
- During the second half of the year, the Company introduced the new range of
`Commander' vehicles which were well received in the market. A new model on the anvil
was a five door ten seater vehicle Armada with a factory built body for which dies were
imported from Japan.
- To meet the changing needs of the market, the Company introduced a new model 225
DI (25HP) tractor.
- Another 8,64,049 zero interest fully convertible bonds of Rs 90 each for a total value
of 9,50,45,390 were allotted to Peugeot India Holding, France, a subsidiary of
Automobiles Peugeot, France as on 18th January.
- As per the terms of the issue, a portion of Rs 55 of each debenture was converted into
one equity share of Rs 10 at a premium of Rs 45 per share and a portion of Rs 45 each
bond was converted into one equity share of Rs 10 at a premium of Rs 35 per share an on
1st April.
- Accordingly, the Company allotted 49,90,354 equity shares on conversion of
debentures and 34,84,420 equity shares on conversion of bonds. The balance amount of
each bond and debenture was to be converted as per the same terms given above at the
end of 18 months from the date of allotment.
- In order to meet the long term working capital requirements, the Company issued in
January 1991, 14% redeemable non-convertible debentures aggregating Rs 25 crores to
Infrastructure Leasing and Financial Services, Ltd. on a private placement basis. The
debenture are redeemable in full at premium of 5% on 8th January, 1998.
1992
- It was proposed to launch a new LCV with a much larger platform, imported driving
comfort and better styling.
- The Company issued 72,42,719 - 14.5% secured Non-convertible redeemable
debentures of Rs 100 each with a detachable warrant attached to each debenture entitling

the holder thereof to apply for 1 equity share of Rs 10 each at a premium of Rs 20 per
share in the ratio 1 debenture: 5 equity shares held, on the expiry of six months and 36
months from the date of allotment of debentures.
- Another 3,62,136 non-convertible debentures with detachable warrants were also
offered to employees on an equitable basis. Only 2,20,300 debentures taken up.
- 76,04,855 oridinary shares of Rs 10 each at a premium of Rs 20 per share were to be
issued to those exercising the rights attached to the warrants between 6 months and 36
months from the date of allotment of debentures. The debentures were to be redeemed
not earlier than the end of 7th year but not later than the end of the 10th year from the
date of allotment of debentures.
1993
- The Automotive division undertook to introduce a wide range of products such as mini
bus, MM Deluxe, Armada deluxe, Cabking pick-up, CL-Classic & a single/double Cab
pick-up etc.
- Mahindra Nissan Allwyn Ltd. (MNL) was amalgamated with Mahindra & Mahindra
Ltd. (MML) with effect from 1st November. Pursuant to the scheme of amalgamation,
the shareholders of MNAL were allotted 9,73,200 equity shares of MML in the ratio of 1
equity share of MML for every 25 shares held in MNAL. With the merger modern
automotive plant owned MNAL became a Unit of the Company's automotive division.
- The Company issued 100,47,043 Global depository receipts valued at US $ 74.75
million. Each GDR was issued at a market price of US .44 and was supported by equal
number of underlying shares. Accordingly 1,00,47,043 shares were allotted at a premium
of Rs 22.50 per share.
1994
- During the year a new Company Mahindra USA Inc. had been established in Texas,
U.S.A. with the objective of increasing tractor sales in U.S.
- 9,73,200 shares allotted to the erstwhile sharehodlers of MNAL 11,14,682 shares
allotted against the detachable warrants. 35,85,874 shares allotted to Ford Motor
Company USA, at a premium of Rs 370 per shares. 28,00,000 shares allotted to the
promoter group.
1995
- A New LCV model-cabking DI 3150 - with a payload of 2.5 tonnes, a 5-speed
transmission and high quality components was launched. Also, a sporty 4-wheel drive
vehicle Mahindra Classic with modern fitments such as Vacuum assisted brakes, disc
brakes in front, wire wheels & bull bar was launched for the domestic market. In
addition, a new commander 5-Door Hard Top vehicle, primarily targeted for semi-urban
and rural transportation was introduced.
- Two new models - 365 DI and 585 - DI were also launched in 30-35 HP and 45-50 HP
segments respectively.
- The Company entered into a joint venture agreement with Ford Motor Company USA
(Ford) for promotion of a new Company for the manufacture and marketing of Ford

range of passenger and other vehicles. The Company has an equity participation of Rs
160 crores each by Ford and the Company.
- 22,71,322 No. of Equity shares allotted in conversion of warrants. 407,17,489 bonus
equity shares issued in proportion 2:3.
- The tractor division received the ISO 9001 certification from TUV of Germany.
1996
- The Company proposed to introduce the Àrmada Grand' with XD3 diesel engine, 5
speed BA 10 transmission with air-conditioning and power steering as standard features.
New models like, soft top and FRP versions of CL/MM 550 models, comfortable 8 seater
Armada with Disc Brakes and an optional factory fitted air conditioner, Commander 650
DI on a longer wheel base and MM 540/550 XDB models with the powerful 2.5 lines
XD3 engine and the all-synchromesh 5 speed BA 10 transmission were launched during
the year.
- During July, the Company offered US 0,00,000-5% convertible note during July 9,
2001 came into GDRs each representing one share at a cover sum price of US .955 per
GDR. Till date 15,73,830 shares issued.
1997
- The Zaheerabad plant and R&D division were awarded Iso 9002 and ISO 9001
certification respectively. With the technology received from Fuji Technica, Japan the
company undertook to manufacture dies for vehicle bodies in the new Die Shop. During
the year, 7 new models to cater to different nice markets were introduced.
- New products viz. 275 DI TU upgrades B-275 model with increased power and 585-C,
585 DI model with constant mesh transmission for ease operation were introduced.
- M&M is setting up an engineering and product development centre at Thane to
strengthen its technology and designing capacities.
- M&M is setting up a joint venture with Mondragon Corporation of Spain in the area of
iron foundry. The joint venture agreement was signed in Spain by M-M at an Indo-Spain
joint business council meeting organised by the Federation of Indian Chambers of
Commerce and Industry and the Association of Chambers of Commerce and Industry of
India.
- M&M is entering into a 50:50 joint venture with the billion Case of the US for
manufacturing high horse power tractors.
- The M&M-Sealand joint venture is considering introducing a Ro-Ro(Roll-on, Roll-
off) railway service in India.
- The Mahindra group has tied up with Sega Enterprises Ltd and Mitsubishi Corporation
of Japan to form a joint venture (JV) in India to develop and launch Sega branded family
entertainment centres.
- M&M has signed an agreement with Chemoleums Ltd under which M&M will use a
special quality of Chemoleums lubricating oil, Mahindra Singlestar, for its tractors.
- M&M has signed a wage agreement with its union at its automotive plant at Kandivali,
evolving a Mahindra Production System (MPS) which is an amalgamation of latest work
measurement techniques and Toyota Production Systems.

1998
- A joint venture company is being promoted by Mahindra and Mahindra Limited,
Infrastructure Leasing and Financial Services and Tamil Nadu Industrial Development
Corporation to set up an industrial park near Chennai to attract auto ancillary units and all
categories of non-polluting industries.
- Utility vehicle manufacturer, Mahindra and Mahindra (M&M) on May 27 signed a
productivity and capacity linked wage agreement with its union (Bharatiya Kamghar
Sena) at its tractor plant at Kandivali.
- M&M has signed new productivity agreements with its workers at the Kandivli
(Mumbai), Nashik and Zaheerabad (Andhra Pradesh) plants.
- Mahindra Ford is likely to sign a MoU with the government to import auto kits.
- Mercedes-Benz India Ltd and Mahindra Ford India Ltd have signed a MoU with the
Directorate-General of Foreign Trade (DGFT), under the new MoU policy for car
manufacturing in the country.
- Danish company Maersk, Mahindra & Mahindra and the Tamil Nadu Industrial
Development Corporation (Tidco) propose to establish a joint venture to develop
Colachel on western coast of south Tamil Nadu into a hub port.
- Mahindra & Mahindra (M&M) is all set to float a 50:50 joint venture company with
the Punjab state government for setting up a hi-tech agro-commodity exchange in the
state.
1999
- M&M has set up a new company - Mahindra Auto Specialities Ltd - for bullet-
proofing passenger vehicles and providing specialised services. M&M has signed an
MoU with Plasan Sasa of Israel for design and development of armoured (bullet proof)
solutions on M&M utility vehicles for use by Indian security forces.
- The Mahindra & Mahindra group and the TVS group have floated a joint venture to
provide software solutions to the automobile sector.
- Mahindra and Mahindra (M&M) is working towards introducing a slew of models in
India from the Mitsubishi stables, including its famed Pajero brand of multi-utility
vehicles (MUVs) and jeeps.
- Mahindra & Mahindra Ltd (M&M) has created a tier-IT structure under Mahindra
Holdings & Financial Ltd whereby individual subsidiaries will tap the capital market
depending upon their need for cash.
- Utility vehicle major, Mahindra and Mahindra (M&M), is entering the Rs 1,000-crore
three-wheeler market for the first time. The company will launch its first three-wheeler a
diesel-driven eight seater within 8-10 months from now.
2000
- The Company will be launching its first CNG-powered utility Vehicle in Delhi.
- The Company consequent to disciplinary action taken by the Management against
certain workmen and Union representative, the workmen of Kandivli Plant of Tractor

Division of the company initially stopped work and thereafter resorted to illegal strike on
11th January.
- The Company proposes to make a call for redeeming Bonds of value US .378 million
out of current outstanding of US .866 million.
- The Company tie-up with Citibank for a channel financing agreement for their dealers.
- Mahindra & Mahindra launched its eight seater Marshal DI Deluxe 2000 in Western
Maharashtra.
- Mahindra Auto Specialisites Ltd, a wholly-owned subsidiary of the company delivery
of the first Neticle (net-vehicle) - brand named Quadro - in India.
- The Company has launched its new generation tractors Arjun 605 DI at the Kandivali
plant.
- The Company and French car maker Renault have signed an agreement to explore the
possibility of using Renault petrol engines for M&M's planned Scorpio utility vehicle.
- The Company has launched a fresh voluntary scheme for employees in its tractor
division. The Scheme will open on June 8 and will continue till July 31.
- The Company is set to launch its 2.5-litre multi-utility vehicle, Bolero.
- The Company launched the 39 HP and 40 HP models of its `Bhoomi Putra'
range of tractors.
- The Company has entered into a technical alliance with Austrian engine manufacturer
AVL list GmbH for production of light commercial vehicles of 3.5 tonne capacity.
- M&M will launch the LCV under the `Loadking' name in January next year.
- M&M has launched its first 60 HP class tractor Arjun 605 DI here, will from now roll
out a new mode very six months.
- The Company the utility vehicle market leader, launch of its latest UV, the Bolero
GLX.
- The Company will launch Scorpio, its urban utility vehicle, by the end of the year.
- The Company has launched the first of its new series of Horizin Tractors, the
Mahindra Arjun 605 DI in Andhra Pradesh.
- The Company launched diesel version of Bolero in a short time.
- Mahindra & Mahindra is to go for a expansion, keeping pace with its plans for the
introduction of new models, including the Scorpio.
- Mahindra & Mahindra is likely to introduce agricultural related implement and
equipment in the near fugure.
- Mahindra and Mahindra Limited (M&M) launched yet another range of new
generation tractors to grab a large share of an emerging mature market.
- The Company has launched its fourth portal business with an investment of million.
- Mahindra Intertrade, subsidiary of Mahindra & Mahindra, has launched a steel trading
portal, steelmartindia.com.
- Fitch Ratings India has assigned Ìnd AAA' rating to the proposed five-year Rs 100-
crore non-convertible debenture programme of the company.
- The Board has approved an ESOS and decided to allot 55,24,219 No. of equity shares
to the Mahindra & Mahindra Employee Stock Option Trust.
2001

- The Company has set up a farm extension services division called Mahindra Shubh
Labh, which will pioneer the building of a chain of one-stop shops offering a
comprehensive range of farm-gate services.
- Mahindra Intertrade, the largest non-automotive company of the Mahindra &
Mahindra group, has entered into a distribution alliance with Lego.
- Mr. Anand G. Mahindra has been appointed as Vice-Chairman and Managing
Director.
- Mahindra & Mahindra is set to launch three new variants of its utility vehicle Bolero to
boost its presence in the urban segment.
- The strike at the company's Nashik automotive plant which began on March 4, has
been called off with effect from 8th March.
- Credit Rating and Information Services of India Ltd. has revised the rating assigned to
the company's long-term debentures to ÀA+' to ÀAA'.
- Mahindra & Mahindra has tied up with French auto giant Renault for sourcing petrol
engines for its premium utility vehicle Scorpio which would be launched later this year.
-The price of Mahindra & Mahindra Ltd (M&M) shares hit a 92-month low on the
Bombay Stock Exchange (BSE) on june 14 fuelled by market apprehensions of a steep
fall in the company’s sales in May 2001
- Mahindra & Mahindra launched the premium version of its 7 seater multi-utility
vehicle, Bolero GLX.
2002
-Mahindra & Mahindra Ltd has informed BSE that ICICI Bank Ltd has withdrawn the
nomination of Mr Inder Chand Jain as their Nominee Director from the Board of M& M
with immediate effect.Consequently Mr Inder Chand Jain ceases to be a Director of
Mahindra & Mahindra Ltd with immediate effect.
-Mahindra & Mahindra Ltd has informed BSE that Mr. David Friedman (currently the
Alternate Director to Mr.Lewis W. K. Booth) has been appointed as a Director of the
Company w.e.f. October 30, 2002 in the vacancy caused by the cessation of Directorship
of Mr. Lewis W.K. Booth. Mr. V.K. Chanana has been appointed as a Nominee Director
of UTI w.e.f. October 30, 2002 in place of Mr. Sanjiv Kapoor whose nomination has
since been withdrawn by UTI.
2003
-Unleashes MaXX Pik Up utility vehicle Signed an agreement with Canara Bank .
Where in, Canara Bank will provide loan to those farmers who are willing to buy
Mahindra's tractors and other farm implements.
- Mahindra and Mahindra Ltd on December 24th showcased its new products, Bolero
XL and Bolero XLS, for prospective customers in Karnataka.
2004
-Mahindra & Mahindra delisting of shares from DSE
-M&M launches two variants of Bolero utility vehicle in TN

-The former managing director of Rallis India, Mr Rajeev Dubey, is joining Mahindra &
Mahindra Ltd (M&M) as Executive Vice-President (Human Resources & Corporate
Services). Mr Dubey has previously held senior positions at Tata Steel and was the
managing director of Tata Metaliks.
-Auto giant Mahindra and Mahindra has launched its latest variants of Bolero XL range
here on January 19, 2004, thus heralding its launch across the State.
-M&M enters into agreement for acquiring majority stake in US based Bristlecone Inc
-Mahindra & Mahindra Ltd has informed that the equity shares of the Company have
been delisted from Pune Stock Exchange Ltd w.e.f. January 16, 2004.
-M&M unveils innovation matrix to enhance performance
-Mahindra Special becomes M&M's new IT unit
-Equity shares delisted from Madras Stock Exchange
- tied up with an Iran-based company Barchinkar for localising M&M tractors in the
Iran market
- Mahindra Tractors in accord with Castrol
-M&M rolls out India's first turbo tractor
-Mahindra & Mahindra Ltd has informed that HSBC Global Investment Fund has
acquired 3,99,825 equity shares of the company through market on May 17
-- Andhra Bank has announced that it has joined hands with Mahindra Tractors for
financing the distribution of tractors through the bank branches across the country
-Mahindra & Mahindra (M&M) has forayed into the Latin American markets through
the opening of an assembly line in Uruguay
-Mahindra & Mahindra Ltd (M&M) on announced its foray into the South African
automobile market
-Hemant Luthra to head M&M's new MSAT Sector
-Dena Bank inks MoU with M&M for tractor loans
2005
- Mahindra & Mahindra tractors' top dealer in the US has become the largest tractor
dealer in the US, muscling past dealers of John Deer, New Holland and Kubota.
-M&M forays into Australian tractor market on February 14, 2005.
-Mahindra & Mahindra Ltd (M&M) launches its Common Rail Diesel Engine (CRDEe)
fitted-Scorpio, which conforms to BS III emission norms on February 22, 2005.
-Mahindra & Mahindra executes JV Agreement with Renault
-Scorpio unveiled in Malaysia on May 4, 2005
-M&M, Renault ink MoU to set up Rs 550 crore car manufacturing plant in Nasik
-M&M introduces new pick-up vehicle on July 6, 2005
-Mahindra unveils 3-wheeler cargo carrier Champion Alfa model
-Mahindra & Mahindra inks a JV with International Truck & Engine Corporation, USA
-Mahindra & Mahindra enters into agreement with Plexion Technologies, Mauritius
-M&M has signed a memorandum of understanding with the Saigal family of Pakistan
for exporting tractors to that country..

2006
-M&M unleashes Scorpio Pik-Up in South Africa
-M&M unveils three-wheeler car
-M&M Hingna unit enters into new new wage agreement
- Mahindra & Mahindra Ltd on Oct 11,2006 signed a agreement with ITMCo (Iran
Tractor Manufacturing Co) to sell tractors in Iran. The agreement was signed in Tehran.
-Mahindra & Mahindra (M&M) and French automaker Renault have joined hands yet
again to establish a greenfield passenger car manufacturing plant in India within five
years.
- Mahindra & Mahindra inks deal with Global Vehicles USA Inc 2007
- Mahindra & Mahindra acquires a leading German Forging Company Schoneweiss &
Co. GmbH.
- Mahindra unveils new Bolero in Gujarat.
-Mahindra and Mahindra (M&M) has launched the line of sports utility vehicles (SUV)
and pick up trucks that it plans to begin selling in the United States starting from 2009.
- M&M unveils Mahindra Pik-Up in Australia.
-The latest product from Mahindra Defence Systems, the Axe FAV is an extreme
offroading multi terrain defence purpose vehicle.
2008
-Mahindra & Mahindra acquires renowned Italian design house, GRD Italy.
2009
- Mahindra & Mahindra unveiled its fourth generation Scorpio at an unbeatable price.
- Mahindra & Mahindra (M&M) signed a memorandum of understanding with the State
Bank of Bikaner and Jaipur (SBBJ) for vehicle finance.
2010
- Mahindra & Mahindra has hiked prices of its products by up to Rs 18,000 due to the
in excise duty announced in the Budget.
Facts & Figures

The automobile industry in India is on an investment overdrive. Be it passenger car or
two-wheeler manufacturers, commercial vehicle makers or three-wheeler companies
everyone appears to be in a scramble to hike production capacities. The country is
expected to witness over Rs 30,000 crore of investment by 2010. Hyundai will also be
unmasking the Verna and a brand new diesel car. General Motors will be launching a
mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set up
thesecond car plant with a manufacturing capacity of 2.5 lakh units per annum for
aninvestment of Rs 6,500 Crore (Rs 3,200 Crore for diesel engines and Rs 2,718 Crorefor
the car plant itself). Hyundai and Tata Motors have announced plans for investing a
similar amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore to
India. Tata Motors will be investing Rs 2,000 Crore in its small car project General
Motors will be investing Rs 100 Crore, Ford about Rs 350 Crore andToyota announced
modest expansion plans even as Honda Siel has earmarkedRs 3,000 Crore over the next
decade for India - a sizeable chunk of this should come by 2010 since the company is
also looking to enter the lucrative small car segment. Talking about the commercial
vehicle segment,Ashok Leyland andTata Motors have each announced well overRs 1,000
Crore of investment. Mahindra & Mahindra's joint venture with International Trucks
is expected to see an infusion of at least Rs 500 Crore.
Social Responsibility
Corporate Social Responsibility has always been an integral part of the Mahindra Group's
vision and the cornerstone of our Core Value of Good Corporate Citizenship.
- Keshub Mahindra, Chairman

The Mahindra Group defines Corporate Social Responsibility as making socially

responsible products, engaging in socially responsible employee relations and making a
commitment to the community around it. At the Mahindra Group, Corporate Social
Responsibility is not just a duty; it's a way of life.
In 2005, the Group celebrated its 60th anniversary by renewing its commitment to
Corporate Social Responsibility. It pledged to dedicate 1% of its profit (after tax), on a
continuous basis towards Corporate Social Responsibility. A unique kind of ESOPs -
Employee Social Options was launched to enable Mahindra employees to involve
themselves in socially responsible activities of their choice. The Group also announced a

special gift: to provide free cochlear implants to 60 profoundly hearing-impaired, under-
privileged children.
In addition to giving impetus to the Nanhi Kali project for the girl child and the Mahindra
All India Talent Scholarship for the economically disadvantaged, the Mahindra Group is
planning to set up two Mahindra Pride Schools. These schools will offer a variety of
courses, with an emphasis on employability, including training for Information
Technology, Retail, Automotive Engineering etc. They will provide new skills and
capabilities to the weaker sections of society, particularly the scheduled castes and
scheduled tribe youth. While these projects are already underway, plans for more social
initiatives are on the anvil.
K. C. Mahindra Education Trust
Established by the late Mr. K. C. Mahindra in 1953, the K. C. Mahindra Education Trust
aims to ‘Transform the lives of people in India through education, by providing financial
assistance and recognition to them, across age groups and across income strata'. It was
registered as a Public Charitable Trust under the Bombay Public Trusts Act, 1950.
The K.C. Mahindra Education Trust has undertaken a number of education initiatives to
make a difference to the lives of deserving students. The Trust promotes education
mainly by way of scholarships. It has provided more than Rs. 13.80 crores
(approximately US $ 3.0 million) in the form of grants, scholarships and loans. Some of
these scholarships were instituted as far back as the 1950’s, while others were founded
recently. These are funded through an investment portfolio, the main donors of which are
the Mahindra Group of companies.
MILSTONE, AWARDS AND ACCOLADES

M&M’s 61st year was studded with a number of noteworthy achievements, prestigious
prizes and glittering awards.
DUAL HONOURSFOR CHAIRMAN MR. KESHUB MAHINDRA
Chairman, Mr. Keshub Mahindra was awarded the “Business Visionary Award 2006”

instituted by the National Institute of Industrial Engineering (NITIE), Mumbai.
Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBSKolkata
LifetimeAchievement Award for his ‘unparalleled contribution to industrial growth and
social and economic development of the community’.

The Institute of Chartered Financial Analysts of India’s (ICFAI) India Business School
(IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.
SLEW OF HONOURS FOR MR. ANAND MAHINDRA
Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious
awards in 2006-07, including:
○The prestigious CNBC Asia Business Leader of the Year Award for the Year 2006 as
well as the CNBC TV India “Business Leader of the Year Award”.
○The ‘CEO of the Year’ award at the India Brand Summit 2006 co-sponsored
byBusiness Standard and ITM Business School in association with Times Now andDNA
newspaper
○The LMA Entrepreneur of the Year 2006 award, instituted by the Ludhiana
Management Association (LMA).
○The Most Inspiring Corporate Leader of the Year’ Award by NDTV Profit
○The NDTV Profit – Car & Bike Award 2007 for Automobile Man of the Year.
Mr. Anand Mahindra was also nominated as a Member of the Council of the Executive
Committee of the National Sports Development Fund (NSDF) of the Govt. of India. He
was featured in the list of 50 Most Influential Indians in Business Week’s edition dated
August 13, 2007
HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC
Level- I from CRISIL for the ability to create value for all stakeholders, while adopting
sound corporate governance practices.
DUN & BRADSTREET AMERICAN EXPRESS CORPORATE AWARDS

Mahindra & Mahindra was rated as the leading Indian company in the Automobile
Tractors sector in the ‘Dun & Bradstreet – American Express Corporate Awards
2006’.The Automobile Sector comprises of three categories – Passenger Vehicles,
Commercial Vehicles and Tractors.
These awards recognize the virtues of size and growth in the awards methodology. M&M
ranked No. 1 in these two segments in the premier Dun & Bradstreet India
publication,India’s Top 500 Companies 2006.
MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
Mahindra & Mahindra was honored with the Amity HR Excellence Award at the
FourthAmity Global HR Summit 2007 held at the Amity International Business School,
Noida.The Amity HR Excellence Award recognized Mahindra as one the most
admiredcompanies across the global on account of its innovative strategies for Human
ResourcesManagement and Development.
GLOBAL HR EXCELLENCE AWARD FOR M&M
Mahindra & Mahindra won the Global HR Excellence Award for Innovative HR
practices (Manufacturing Sector), in the Asia Pacific HRM Congress, held inMumbai.
These awards recognize organizations and individuals who have embracedchange,
encouraged constructive challenges and demonstrated entrepreneurial skills in the
corporate world.
M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD

2006-07
M&M was presented with the coveted Bombay Chamber Good Corporate Citizen
Award2006-07 at a glittering ceremony held to celebrate the Chamber’s 172nd
Foundation Dayon September 21, 2007. Mr. Bharat Doshi, Executive Director, M&M
Ltd. and Mr.Rajeev Dubey, Member of the Group Management Board and Chairman,
Mahindra &Mahindra CSR Council, received the award on behalf of the company.
This Award recognizes and honors conspicuous achievement by corporate
organizationsby way of service to the civic community, in addition to outstanding
operationalperformance. It takes into account several parameters, including Business
Performance,Corporate Interests, Employee Welfare, Customer and Stakeholder
Satisfaction and Social Investment.
GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE

GOVERNANCE
Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence
inCorporate Governance2006. This award validatesthe company’s‘Best-in-

Class’corporategovernance practices and reflects its transparent and ethical dealings
withstakeholders across the entire value chain. It recognizes the Management’s
commitmentto the highest standards of corporate conduct and its commitment to
Corporate Social Responsibility as a distinct activity that helps build commendable social
values and adds to the ethical fiber of the organization.
BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN EXCELLENCE

AWARD
Mahindra & Mahindra has been awarded as the organization with the “Best
Automotive Manufacturing Supply Chain Excellence”. The awards were presented by
India Times Mindscape (Times of India Group) along with the Business India Group at
the Express, Logistics & Supply Chain Awards held in Mumbai on September 28, 2007.
A. C. Neilson is accredited with the research for the award nominees and winners.
HIGH RANKINGS FOR MAHINDRA

M&M was ranked second in the prestigious e Most Trusted Car Company in India study
conducted by TNS. M&M scored 127 points, just seven points below the top ranking
company, according to a TNS communiqué.
 M&M was ranked 14th in The Economic Times prestigious ‘ET 500’ list of top
achieving companies in India. The company has moved up four ranks from last
year. To quote from the ‘ET 500’ write-up: “M&M’s ‘art-to-part’ strategy of
diversification into the auto parts value chain and its plans for new platforms for
utility vehicles and joint venture with Renault for Logan have led to a gain in
ranks.”
 M&M was ranked 22nd in Business India’s annual survey of the country’s top
companies - Super 100.
 M&M was ranked 31st in Business Today’s annual survey of India’s most
valuable Companies

Product
Mahindra & Mahindra is amongst the most respected companies in India. For its SUV
model 'Scorpio,' the comapany won the National Award for outstanding in-house
research and development. Bolero, Commander, Voyager are the popular brands of the
comapany in automotive segment.
Products of Mahindra & Mahindra
Automotive Segment
Bolero Range  Bolero  Bolero Camper
Sedan Range  Logan
SUV Range  Scorpio
Pickup Range  Utility  NC 640DP
 Pik-Up  Pik-Up CBC
MaXX Range  MaXX  MaXX-LX
CL Range  500-550MDI
MMRange  540/550 DP  550 PE
 540/550 XDB
Commander  650 DI  750 DI Long
Range  750 ST
Hard Top  Economy  5 Door
Range  Marshall DI  Marshall Deluxe
 775 XDB  Marshall Royale
 3 Door
Voyager  Voyager  Voyager Ambulance
Range  Voyager Delivery
Van
LCV Range  CabKing 576  Tourister
 FJ470-DS4 High  Cabking 576DI
Roof Omnibus  Loadking DI
 DI 3200
 FJ Minibus
Three Wheeler  Champion DX  Champion
Range
Alternative  CNG  FJ CNG Minibus
Fuel Range  Bijlee
Army Range  Rakshak  550 XD
Export Range  Single Cab  MM-775
 Double Cab  Classic
 4WD
Farm Equipment Segment

Tractor Below  Yuvraj  265 DI Bhoomiputra
30 HP  265 DI Sarpanch
Tractors  Arjun 445 DI  475 DI - Sarpanch
Between 30-  275 DI TU Sarpanch  475 DI –
40 HP  275 DI TU Bhoomiputra
Bhoomiputra
Tractors  Arjun 555 DI  575 DI Bhoomiputra
Above 40 HP  2Arjun 605 DI  585 DI - Sarpanch
 575 DI - Sarpanch
Farm  Rigid Tine Cultivator  Mounted Mould
Implements  Mounted Offset Disk  Board Plough
Harrow  Heavy Duty Tiller
 Spring Loaded Tiller  Reversible Plough
 Mounted Disc Plough
 Leveller
Product Profile of Mahindra Scorpio

About Scorpio
Mahindra Scorpio is a highly popular Sports Utility Vehicle that is engrossed with robust
and aggressive look which has a very appealing effect to the SUV car lovers. Scorpio is a
classy SUV with definitely ultra sporty looks. The Mahindra Scorpio is a dynamic car
with many advanced features availability, which not only adds comfort to the car, but

also have the entire safeguard measures attached to it. Mahindra Scorpio makes every
drive a graceful event and transform you any type of drive into a pampering luxury and in
any weather conditions. The drive in the worst terrain is also a pleasant journey when you
are in this SUV. The high class sophisticated yet aggressive look of the Mahindra Scorpio
appeals most to the car lovers.
The Scorpio was conceptualized and designed by the in-house integrated design and
manufacturing (IDAM) team of M&M. The car has been the recipient of three prestigious
awards - the "Car of the Year" award from Business Standard Motoring, the "Best SUV
of the Year" by BBC World Wheels and the "Best Car of the Year" award, again, from
BBC World Wheels.
Mahindra Scorpio Description
Mahindra Scorpio comes in diesel engine in four different variants. The 2.2 L mHawk
engine comes with a displacement of 2179 cc. The engine is endowed with 5 Speed
Manual Transmission Gearbox for the three variants and Automatic Transmission
Gearbox for one variant. The mHawk engine of Mahindra Scorpio is equipped with
CRDI (Common Rail Direct Injection) fuel supply system with 4 valves per cylinder
offers improved fuel efficiency. The top mounted intercooler present in the engine makes
the car very cool and the 2 stage chain drive system offers a great driving experience with
minimum noises and vibrations even in higher speed.
Mahindra Scorpio is very renowned SUV with elegant interiors and exteriors to make the
look more royal with highly advanced comfort features for the smooth and joyous drive.
The muscular body of the car and the side body graphics adds that extra touch of
finishing to the car. The front grille with company’s logo embossed on it offers not only
great looks but also the trust. The spacious interior of the Mahindra Scorpio gives a more
comfortable drive and the fabric upholstery that matched very elegantly with the
ambience of the car and makes the look very stylish. The tiltable steering column offers
very comfortable drive for any height of driver.
The interiors of Mahindra Scorpio are such that it beckons you to take the sit with the
ultra finishing look of fabric upholstery which is beyond any competition. Not only this,
Mahindra Scorpio is packed with many advanced safety features that offers a very safe
drive and can tackle the unexpected surprises that come in your way. Some of the safety
features are ABS (Anti lock Braking System), Dual Airbags, Cruise Control, EBD,
collapsible steering column, etc.
.
The style and class of Mahindra Scorpio is class apart and outstanding. The only way to
know more about this extremely high performed car is to experience it.
Mahindra Scorpio Models
This is the base model with many advance features attached to it such as
Mahindra Scorpio mHawk engine, digital immobilizer, collapsible steering column, crash
M2Di protection crumple zone, illuminated spoiler, sporty bonnet scoop, tubeless
tyres, etc.
Mahindra Scorpio This variant is powered by the 2.6L, 2179cc, diesel engine. It satisfies only
LX BS III emission norms so you can get it in metro cities.
This is upgraded version with extra features like ABS (Anti lock Braking
Mahindra Scorpio
system), Air dams and mud flaps, front fog lamps, voice assist system,
SLE
electrically operated ORVMs, middle row sliding seats, etc.
This is again upgraded version with extra features like sporty decals, alloy
Mahindra Scorpio wheels, anti pinch smart windows, cruise control and audio control on
VLX steering wheel, dual airbags, micro hybrid technology, 2 Din audio system,
intellipark, tyre tronics, blue vision bulbs etc.
Mahindra Scorpio This is the top most model with extra added feature of automatic transmission
VLX AT gearbox.
Mileage, Average and Fuel Economy
Mahindra Scorpio comes in diesel engine in four different variants. The 2.2 L mHawk
engine comes with a displacement of 2179 cc. The top mounted intercooler present in the
engine makes the car very cool and the 2 stage chain drive system offers a great driving
experience with minimum noises and vibrations even in higher speed. The mHawk
engine of Mahindra Scorpio is equipped with CRDI (Common Rail Direct Injection) fuel
supply system with 4 valves per cylinder improves the efficiency of the car. The engine
packed with 5 Speed Manual Transmission Gearbox for three variant that offers a very
good mileage of 10.5 kmpl in the city roads and 15.4 kmpl on the highways.

The engine endowed with Automatic Transmission Gearbox offers a mileage of 9.6 kmpl
in the urban roads and 13 kmpl on the highways.
Power
Mahindra Scorpio comes in diesel engine. The 2.2 L mHawk engine with a displacement
of 2179cc is a very great performer. The engine is equipped with CRDI (Common Rail
Direct Injection) fuel supply system with 4 valves per cylinder improves the efficiency of
the car with proper flow of fuel. The engine is packed with 5 Speed Manual
Transmission Gearbox for three variant that offers a very good mileage and acceleration
to the Mahindra Scorpio and only single variant of Mahindra Scorpio is packed with
Automatic Transmission Gearbox. The top mounted intercooler engine present in the
engine makes the car very cool. This engine is endowed with 2 stage chain drive system
that makes the driving experience very smooth and produces minimum vibrations even in
higher speed. The highly powered engine offers a maximum power of 120 bhp at 4000
rpm and a maximum torque of 290 Nm at 1800-2800 rpm.
Acceleration and Pick Up
Mahindra Scorpio is available in diesel engine only; the 2.2 L mHawk engine of the car
with a displacement of 2179 cc offers a very greater acceleration due to higher power and
torque. The engine is packed with both 5 Speed Manual Transmission Gearbox and
Automatic Transmission Gearbox in different variants. The engine is endowed with
CRDi fuel supply system that ensures good flow of fuel supply and thus improves the
efficiency of the Mahindra Scorpio. The top mounted intercooler engine of the car makes
the car economical and also makes the engine very cool as fast as possible. This engine is
also very smooth and produces minimum vibrations even in higher speed. The highly

powered engine offers zipper acceleration and crosses a barrier of 100 kms in just 15.6
seconds with a top speed of 156 kmph.
Mahindra Scorpio Exteriors
Exterior Appearance
Mahindra Scorpio new body contours and sporty body graphic makes the exterior look of
the car incredibly class apart. The might Scorpio with signature front grille that boasts the
lineage of Mahindra and this bold slotted grille is sure to inspire fear in many. The road
armour bumpers of the Scorpio remind you of the gladiator with its tough look that
defend the body and defend other cars.
The smart provocative bonnet scoop with its low drag intake not only offers amazing
exterior looks to the car but also clams the Mahindra Scorpio by letting in air to the
intercooler and makes the engine very cool. The multi focal headlights offer a very
stunning look to the car with its sunrays reflector design that shines into the night giving
the car a very elegant look. The sporty fog lamps will announce the arrival of the Scorpio
very sportily and offers a very clear vision even in bad weather conditions.
The embossed side cladding not only gives bold and stealing look to the Mahindra
Scorpio but also absorbs the impact from the side and keeps you safe and sound. The
chunky door handles adds that extra bit of styling to the car and offers muscle to the
Scorpio for easy grip to open the car. The sporty decals offer that extra zing to the overall
looks of the car. The illuminated spoiler in the roof edge offers strings of lights.

The roof top ski racks offers enough space to accommodate you luggage in case of long
distance traveling. The integrated rear foot step merges quite well with the rear bumpers
and offers very seamlessly striking looks to the car. The alloy wheels in some variant
offers the car very sporty and robust looks. The aggression of theMahindra Scorpio stays
intact too.
Exterior Mesurements
Mahindra Scorpio is a robust SUV with a sitting capacity for 7 members. The exterior
dimensions of the car are Length- 4430 mm, Width- 1817mm (excluding outside
mirrors), and Height- 1975 mm, with a Wheelbase of 2680 mm. The ground clearance
available in this car is of 180 mm.
Mahindra Scorpio Interiors
Interior Appearance
Mahindra Scorpio is a highly popular Sports Utility Vehicle that is engrossed with mind-
blowing interiors and offers very elegant and impressive interiors to the car with an
irresistible look to attract the car lovers in just a glance. The roomy and spacious interiors
of the Mahindra Scorpio adds glory and luxurious feeling to it and makes you very
comfortable with a feel of at home even in the busy traffic crowd. The interior fabric
upholstery is available in two colors- black allure and new Tan & Beige option that
merges very well with the car’s ambience and complements the car in all respects.
The front wooden centre console present in the Mahindra Scorpio offers a very

impressive and stunning interior look. The theatre style interior illumination with
illuminated key ring offers a very superior unmatched interior to the car. The inner side
door trims in beige color enhances the overall interiors of the car.

The tilt steering wheel with leather cover and the leather wrapped Gear knob gives a very
classy look to the interiors. The shinning
effect of the car is met by room lamp, trunk light to give the ambience a very stylish and
touch of elegance. Some of the advanced interior features available in Mahindra
Scorpio are 2 DIN audio systems, Sun visor, Air Conditioner with heater, Automatic
Temperature Controlled.
Interior Comfort
Mahindra Scorpio is a luxury SUV with not only looks, style, interiors, and exteriors but
with wealth of comfort features that makes it odd one out in its league. The car offers a
cocoon of comfort to its passenger in any conditions and even in any roads, mountainous
terrain or simple plain roads. Mahindra Scorpio is packed with array of advanced and
comfortable features that provides a very pleasant and comfortable driving.
The tiltable power steering of the car offers a very comfortable drive by customization in
the position of the steering wheel according to one’s need for any height of driver. The
power window in both front and rear seat gives great comfort in closing the windows
when needed. The internally adjustable ORVM present in the Mahindra Scorpio offers
comfort of changing the view without opening the windows of the car
The middle row sliding seats offers a new level of comfort with extra legroom when you
need it. The wide centre armrests on 2nd row seats offers a very comfortable long drive
for both the passengers. The individual arm rests on first row offers greater comfort in
driving. The adjustable front seat headrests present in the Mahindra Scorpio provides
greater comfort while driving without any pain in the neck and cramps in case of long
journey.

The remote tail gate and fuel lid opener makes it easy to open both the gates when
required without moving from the driver seat. The storage section is also taken care of
with huge luggage space, cup holders in central bezel IP & Console, ticket holders,
console box, etc. The intelligent front wiper turns automatically on and off with the
droplets of rain. The rear wash, wipers and demister also offers greater comfort in driving
in rainy seasons.
Interior Mesurements
Mahindra Scorpio is a Sports Utility Vehicle with a sitting capacity of 7 people.
Mahindra Scorpio is a very roomy and spacious car with elegant interiors. The interior
measurement of this car is as follows.
Front headroom – 965 cm, Rear headroom– 1015 cm, Maximum Front legroom- 1090
cm, Minimum Front legroom - 999 cm, Maximum Rear Knee room- 870 cm, Minimum
Rear Knee room- 720 cm
Engine Capacity and Performance
Mahindra Scorpio is available in diesel version only. The Highly renowned SUV is
packed with 2.2 L mHawk diesel engine. This engine comes with a displacement of 2179
cc. The engine has many features that make this car a very great performer in Indian
roads. The mHawk engine is packed with top mounted intercooler that helps in keeping
the engine cool. The 5 Speed Manual Transmission Gearbox in the engine offers very
smooth shifting of gear and delivers greater mileage also. Only one variant of Mahindra
Scorpio is packed with Automatic Transmission Gearbox. The CRDI (Common Rail
Direct Injection) fuel supply system present in the engine with 4 valves per cylinder
improves fuel efficiency. The engine of Mahindra Scorpio is quiet all the times due to
innovative two stage chain drive system and hydraulic lash adjuster. The 4 stroke turbo
charger engine of Mahindra Scorpio offers an impressive power of 120bhp at 4000rpm
and 290Nm at 1800-2800rpm. This highly powered engine is very economical and fuel
efficient and produces great performance.
Wheels
Mahindra Scorpio is packed with 16 inches wheel to make the look more stylish and
dynamic. The presence of alloy wheels in some variants gives the car a very sporty and
aggressive look. The all new Mahindra Scorpio is packed with a puncture resistance
radial tubeless tyre that helps the driver to drive the car even in worse terrain without any
fear of getting punctured. The size of the tyre is 235/70 R16, Radial Tubeless, which are
very good in controlling the Mahindra Scorpio in case of off-roading. The big tyre size
makes the drive more comfortable even in slippery road and reduces the rate of skidding
of the car to minimum.
Braking and Handling
The suspension of Mahindra Scorpio is very much distinctive and very efficient with
front suspension of 2WD Independent with coil spring and anti roll bars and 4WD
Independent with torsion bar and the rear suspension of multilink with coil spring. This
dynamic suspension of present in Mahindra Scorpio offers great stability and control to
the car.
The most popular SUV Mahindra Scorpio is a very safe car that is packed an ultimate
braking system. The front brakes of Mahindra Scorpio are Disc brakes i.e. Disc and
caliper type, twin pot & tandem Booster (with anti-lock braking system) and the rear
brakes are drum brakes which are very efficient in case of unexpected surprises in the
road. This excellent braking system helps in de-accelerating the car when the Mahindra
Scorpio is moving in high speed. The ABS (Anti-Lock Braking System) present in the
car gives a better steering Control and also helps in prevention of wheel locking in case
of panic braking.
Handling and Safety
Mahindra Scorpio is a very safe car with many advanced safety features. The car is
packed with both active and passive safety features to safeguard you against the
unexpected surprises that come in your way.
The ABS (Anti lock Braking System) available in Mahindra Scorpio helps the prevention
of wheel locking in case of sudden braking and also controls the car’s stability The
availability of Dual SRS Airbag in the car is a very important safety measure which helps
in reducing the impact of collision and provides a cushioning effect in collision and jerk.
The crash protection crumple zone absorbs all the impact of collision and the steel bars in
the road minimizes the impact form the sides. Speed alert and voice assist system starts
an alarm every time you cross the present speed limit and the voice system tells if the
door is open and your seat belt is not strapped.
The blue vision headlamps offer a very clear visibility to the roads and reduce the danger
henceforth. The availability of front and rear fog lamps in some variant of the Mahindra
Scorpio acts as a safeguard against bad weather condition driving. The demister present
in car makes a very clear vision for you even in the worst weather conditions. The seat
belt with pretensioner limits the force in case of sudden braking and collision. The digital
immobilizer helps you to track your crack and reduces the chances of unwelcome guests.

The fire retardant upholstery even offers rescue with slow spread of fire. The collapsible
steering column prevents for nay further damage. The anti pinch smart window offers a
detection of any obstruction that comes in the way of rolling up of the window.
Some other safety measures are child lock helps you drive tension free when kids are on
with you, high mounted stop lamp which is clearly visible, double horn, side impact
beams , tubeless tyres, etc.
Stereo and Accessories
Mahindra Scorpio is a very smart car with loads of style and charisma attached to
it. Mahindra Scorpio is packed with unmatchable interiors and accessories to add the
wonders on the styling. The Stylish 2 DIN audio player with 4 speakers takes care of the
music department and gives you a very joyful and pleasant journey.
Mahindra Scorpio Pros
Comfortable ride, High performance, Good stylish.
Mahindra Scorpio Cons
Bad interior, Bad suspension, Poor design.
Overview Mahindra Scorpio's
Make Mahindra
Model Scorpio
Variant V LX 9-Seater
Body Type SUV
Number of doors 5
Fuel Efficiency
City Mileage 9.4 kmpl
Highway Mileage 13.9 kmpl
Fuel Capacity 60 liters
Fuel Type Diseal
Fuel Grade -
Engine Parameters
Displacement 2179 cc
Bore 94 mm
Stroke 94 mm
Cylinder Configuration 4- inline
Valve Gear Operation pushrod
Compression Ratio 18.5:1
No. Of Valves 8
Aspiration Turbo-charged
Fuel System mHawk
Horse Power 120bhp@4000rpm
Torque 290Nm@1800-2800rpm
Steering and Suspension

Steering Type Rack and pinion, power assist
Power Steering Yes
Front Suspension 2WD Independent, Coil Spring,Anti Roll Bar
Rear Suspension Multilink, Coil Spring
Dimensions
Length 4430 mm
Height 1975 mm
Width 1817 mm
Wheelbase 2680mm
Clearance 180 mm
SWOT Analysis
Strength
 India's first BS IV Car.
 Revolutionary Micro-Hybrid Technology.
 Powerful mHawk Diesel Engine.
Weakness
 Effortless Acceleration.
 Fire Retardant Upholstery.
 Excellent Driving Experience.
Threats
 Automatic Transmission only on Top-End Variant.
Opportunities
 Mahindra vehicles have gone on display to auto enthusiasts around the
world, participating in prestigious automobile shows in Paris, Rome,
Bologna, Johannesburg and Sao Paulo.

STP Analysis
Segment
A BRAND is a thought, and launching brands can be a great growth strategy for any
corporate. But, it takes two to tango. A brand founded on a good idea needs to be built
with an ever-evolving gameplan. A case in point is the launch of the sports utility vehicle
(SUV), Scorpio, by Mahindra & Mahindra (M&M).
When Scorpio hit the streets, it arrived as an SUV with a `car plus' package. Two-and-a-
half years later, it has caused a paradigm shift in its category. Equipped with a savvy
marketing strategy, the brand has not only grown the SUV market, but almost touched
base with the `C' class cars segment (Rs 5 lakh and upwards.)
According to automobile manufacturers' data, the premium utility vehicle segment grew
at approximately 14 per cent up to June 2002. With the launch of Scorpio, the growth rate
from July 2002 to March 2003 rose to about 51 per cent. Between April 2003 and March
2004, the segment grew by 33 per cent.
Positioning
Attract a lot of cross-over customers. Unlike for its competitors in the UV category,
people who wished to purchase a C class car would also consider a Scorpio," says
Hormazd Sorabjee, Editor, Autocar India.
Cut to market expansion of premium utility vehicles against `C' class cars. Out of the
total number of premium utility vehicles and `C' segment cars put together, premium
UVs accounted for about 21 per cent during the year 2000. The figure touched 49 per
cent this year.
"The Scorpio launch did play a significant role in driving the UV market up. This to me
is the ultimate measure of success - the ability of a company to drive the growth of
markets," remarks Abraham Koshy, Professor of Marketing, Indian Institute of
Management, Ahmedabad.
Marketing gurus suggest that the positioning of Scorpio was also very bold and
innovative. Mahindra Scorpio Pick Up secures third position in T2 category of Rally dos
Sertoes in Brazil

Target
The track monitors `high value' consumers, and registers those who are in the SEC A and
B categories, while 67 per cent of the sample size is from the top eight metros; the rest
from the next 50-60 towns across India.
Sales too has been zooming, says the company. According to brand-wise data, the
company claims to be matching sales of most C segment cars, even outselling some of
them. In the last six months, M&M sold 14,389 Scorpios, against a total C segment sales
of 79,346, according to company data.
PEST Analysis
Political
 Taxation Policy
 Government Policy
Social
 Give good quality to their customers
 Providing offers to its retailer and customers
 Providing life style product
 Change the customer attitudes and opinions
Economy
 Launch low cost car in rural areas
 Launch economy related brand
 Launch power full car in the market so customers make good image in
their mind
Technological
 Provide new innovative product to their customers
 Provide the compete ting technology
 Provide new technology to their worker
Marketing Mix
Product
Mahindra Scorpio
 Mahindra Scorpio Getaway
 Mahindra Scorpio First
Model
 LX
 M2DI
 SLE

 Scorpio Special Edition
 VLX High-End
 VLX High-End with Air Bag
 VLX At High-End
 VLX At High-End with Air Bag
Price
Model Price(Ex Showroom in Rs)
LX 763787
M2DI 716445
SLE 871788
Scorpio Special Edition 1076168
VLX High-End 983207
VLX High-End with Air Bag 1002207
VLX At High-End 1062548
VLX At High-End with Air Bag 1082548
Place
Mahindra & Mahindra has emerged as a well-known tractor brand in the US. It is now
planning to launch the Scorpio in the US sports utility vehicle market.
Mahindra Automobiles have a strong and growing presence in international markets -

 Yugoslavia
 Bangladesh
 Sri Lanka
 Australia
 Uruguay
 South Africa in 2004 (Mahindra South Africa)
 Europe in 2005 (Mahindra Europe)
Mahindra vehicles have gone on display to auto enthusiasts around the world,
participating in prestigious automobile shows in Paris, Rome, Bologna, Johannesburg and
São Paulo.

In 2006 Mahindra announced that it would be the first Indian automobile manufacturer to
enter the world’s most demanding and critical market - USA.
Promotion
The creative strategy was to drive home the ‘Car Plus’ positioning forward. There was a
need to leverage on product strengths. And a need to establish car plus story. Hence the
product was to be the hero in all communications.
The tone and manner was to help associate the brand with the modern and urban lifestyle.
The TVCs as well as the press still-shots were shot in Australia to provide an
international city feel. This brought in the international, premium, up-market association
for the brand.

CHAPTER- 3
LITERATURE
REVIEW.

MARKETING COMMUNICATION
Modern marketing is the management of the four ‘P’s - product, price, promotion, and
place or distribution channel. In a sense the entire marketing process has a large content
of communication. For instance, the product communicates a distinctive image such as
youthfulness, glamour or prestige. The brand name communicates physical and
psychological attributes of the product. The package communicates to the a manufacturer
thinks of his convenience and the sense of beauty. The price communicates the quality of
the product. There are communication between buyer and seller i.e. the distribution
channel. Thus each element of the marketing mix either helps or hinders communication
and ultimately the sales effort.
The marketing communication or Promotion mix consists of five major
tools-
1. Advertising.
2. Sales Promotion.
3. Publicity.
4. Personal Selling.
5. Public Relation.
CUSTOMER SATISFACTION
Customer Satisfaction is the buzzword used by the business people for the success of
organization in the present days. Due to the increases of heavy competition in every
product –line it become difficult for the companies to retain the customers for longer
time. So retain the customer for longer time the marketer has to do only one things i.e.
customer satisfaction .If customer is fully satisfied by the product it not only rub the
organization successfully but also fetch many benefits for the company . They are less
process sensitive and they remain customer for a longer period. They buy addition
products overtimes as the company introduce related produce related products or
improved, so customer satisfactions is gaining a lot of importance in the present day.
Every company is conducting survey on customer satisfaction level on their products .To
make the products up to the satisfaction level of customers. This project is also done to
know the customers satisfaction on the SCORPIO on behalf of Mahindra and Mahindra
Automobiles. The impact of automobile industry on the rest of the economy has been so
pervasive and momentous that is characterized as second industrial. It played a vital role
in helping the nation to produce higher value good and services and in the enhancing
their skills and impose tremendous demand for automobile. The decrease in the interest
rate and easy available of cars loons from 2 to 3 years, lot of car manufacturers company

facing cut throat competition in the fields of technology and price, So to gain the market
share it is important for the institutes to satisfy its customers and to retain the reputation
and its image.
Customer Relationship Management
CRM as a tool was used to create positive word-of-mouth, to monitor customer

experiences and generate referrals. A series of CRM activities were implemented with
regular direct communication, events and customer satisfaction surveys, Events, Festive
offers, Rewards Program, etc.
Study of the consumer behaviour

A marketer must understand the social and psychological determinants of the
customer behaviour to enable him to plan his marketing strategy appropriately. Consumer
buying behaviour refers to the buying behaviour of the final consumers. All of the final
consumers combined makeup the consumer market. The study of the consumer behaviour
always focuses on the decision process of
individual consumer or consuming unit (family).
Importance
The concept of the consumer behaviour is dynamic. Therefore, it is necessary to

continuously study, analyze and understand this concept, so that he can make the
attempts to comprehend the buying process and the factor influencing it, in order to make
the effective decision.
Especially the Indian marketing condition, the role of Govt. and continuously changing
marketing condition and emerging consumer movement forces marketers to understand
and analyse the need, aspiration, expectations and the problem of the consumer. It will be
extremely useful in exploiting the marketing opportunities and meeting the “challenges
that Indian market offers”.
Factor affecting the consumer behaviour

The major factors which influence the CB are delineated as four variables according to
the Kotler:
 Culture Factors
 Social Factors
 Personal Factors

 Psychological factors
Now , let’s discuss these in detail:
Culture
Growing up in a society, a child learns basic principle, values, perception, wants and
behaviour from the family and other important institution.
So marketers are always trying to spot the cultural shifts in order to
imagine the new product that might be wanted.
1. Culture—values, perceptions, and preferences- the most
fundamental determinant of a person’s wants and behaviour, which
are transmitted from generation to generation.
2. Subcultures—nationalities, religions, racial groups, geographical
regions, which provide some more specifying identification for its
members.
3. Social class—hierarchically ordered divisions in a society;
members share similar values, interests and behaviour. EX - Upper
Class, Middle Class, Working Class, Lower Class People.
Social Factor
Social classes consist of the member who shares similar values, interests and behaviours.
Social classes are based on the no. of the factor such as occupation, income, wealth,
education, etc.
Marketer is interested in the social classes because people within the
given social classes tend to exhibit similar buying behaviour.
1. Reference groups—all groups that have an influence on attitudes
or behaviour. EX- Membership Group, Primary Group, Secondary
Group, Aspirational Group, Dissociative Group.
2. Family—the most influential primary reference group. EX- Oldest
member of the joint family
3. Roles and statuses—activities a person is expected to perform and
the status associated with each.
Personal factor

It includes personal characteristics such as age, life cycle stage, occupation, economic
situation, life style, and personality and self concept.
1. Age and life-cycle stage—people buy different goods over their
lifetime.
2. Occupation and economic circumstances-
a)Nature of occupation.
b) Spending income, savings and assets, debts,
borrowing power, and attitude toward spending
versus saving—all impact product choice
3. Lifestyle—pattern of living as expressed by activities, interests,
opinions. It portrays the person’s interaction with the environment.
4. Personality and self-concept—personality characteristics that
influence buying behavior (self-confidence, dominance,
defensiveness, adaptability, scalability, etc.). Relationship
between personality types and product choices. Develop brand
image that will match the self-image of the buyer.
Psychological factors
1) Motivation—The internal urge to do something that is correlated to the

strength of a need .The Psychological, physiological, social and other
needs motivate the customer.
2) Perception—Result of continuous learning. How the customer

perceives a product as a whole, its features, etc., and accordingly
formulate the brand plans.
3) Learning—changes in behavior arising from experience
4) Beliefs and attitudes—a belief is a descriptive thought a person holds

about something; an attitude is a person’s enduring favorable or
unfavorable evaluations, emotional feelings, and action tendencies toward
some object or idea.
Customer Psychology
Applying the social science concept, this determinant may be categorized as:
 Knowledge - defined as individual own state of awareness. Due to lack of

knowledge, limited experience, submissive acceptance, and critical power being
not too highly developed.

 Attitudes and emotions- describes a person’s relative feeling and tendencies
toward an object or idea. Attitudes are difficult to change, so company usually try
to fit its product into the existing attitudes.
 Images and symbolism – product image and symbol also plays a vital role. The
more specific image, narrower the segment of the population to which the product
appeals.
 Intention – refers to anticipated future action of the consumers. E.g. Plan of the
family of buy the car.
 Motives – is an effectual desire that prompts one to definite action. Hattwick
classified motives as:
Primary motives – are those fundamental drives with which people
born.
Secondary Motive – are those principally learned.
Buying motives
It refers to the feeling, thought, emotions and instincts which are used in the
customer desire to purchase the goods.
Factors influences are:

 Fear
 Fashion
 Pride of possession
 Comfort and Convenience
 Desire
 Wealth or Physical Well being
Customer Satisfaction Strategies Followed By M&M
The different strategies followed by M&M consists of Customer relationship

management, strategy to providing better facility to the owner, and strategy to provide
better after sales service to customer.

CHAPTER- 4
RESEARCH
OBJECTIVE.

Research objective
The study has been under taken to analyze the customer satisfaction towards all variant of
Mahindra SCORPIO in PATNA (BIHAR) with a special reference to the SONALI
Autos, the other objectives are:
To gather information about customer satisfaction toward Scorpio in the geographic

region of PATNA (BIHAR):
 To know the customer perception about features, low maintenance cost and looks
of Scorpio.
 To know the customer satisfaction about the safety and comfort provided by
Scorpio.
 To provide suggestions, in improving the customer satisfaction and the company

sales and profitability
 To know the customer satisfaction towards the after sales service offers by M&M
 To know the factor influencing decision making while going for the purchasing.
 To know the Brand awareness among the people of the Patna city.
 To recommend the suggestion to improve the effectiveness of the consumer

Relation and services.

CHAPTER-5
RESEARCH
METHODLOGY

Research Methodology
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensures that all
aspects of the research project are consistent with each other.
Research studies evolve through a series of steps, each representing the answer to a key
question.
INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results.
RESEARCH DESIGN
I propose to first conduct a intensive secondary research to understand the full impact and
implication of the industry, to review and critique the industry norms and reports, on
which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research. This stage
shall help me to restrict and select only the important question and issue, which inhabit
growth and segmentation in the industry
The various tasks that I have undertaken in the research design process are :
 Defining the information need

 Design the exploratory, descriptive and causal research.
RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis.It has a
logical and hierarchical ordering:
 Determination of information research problem.
 Development of appropriate research design.
 Execution of research design.
 Communication of results.

Each step is viewed as a separate process that includes a combination of task , step and
specific procedure. The steps undertake are logical, objective, systematic, reliable, valid,
impersonal and ongoing.
EXPLORATORY RESEARCH
The method I used for exploratory research was
 Primary Data
 Secondary data
PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative quantitative data that are newly collected in the course of
research, Consists of original information that comes from people and includes
information gathered from surveys, focus groups, independent observations and test
results. Data gathered by there searcher in the act of conducting research. This is
contrasted to secondary data, which entails the use of data gathered by some one other
than the researcher information that is obtained directly from first-hand sources by means
of surveys, observation or experimentation.
Primary data is basically collected by getting questionnaire filled by the respondents.
SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There are
two types of secondary data: internal and external secondary data. Information compiled
inside or outside the organization for some purpose other than the current investigation
Researching information, which has already been published. Market information
compiled for purposes other than the current research effort; it can be internal data, such
as existing sales-tracking information, or it can be research conducted by someone else,
such as a market research company or the INDIAN government.
Secondary source of data used consists of books and websites.
My proposal is to first conduct a intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms and
reports, on which certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH
STEPS in the descriptive research:

Statement of the problem
 Identification of information needed to solve the problem.
 Selection or development of instruments for gathering the information.
 Identification of target population and determination of sampling Plan.
 Design of procedure for information collection.
 Collection of information.
 Analysis of information.
 Generalizations and/or predictions
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire
method has come to the more widely used and economical means of data collection. The
common factor in all varieties of the questionnaire method is this reliance on verbal
responses to questions, written or oral. I found it essential to make sure the questionnaire
was easy to read and understand to all spectrums of people in the sample. It was also
important as researcher to respect the samples time and energy hence the questionnaire
was designed in such a way, that its administration would not exceed 4-5 mins. These
questionnaires were personally administered.
The first hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents were
contacted at shopping malls, markets, places that were near to showrooms of the
consumer durable products etc. The data was collected by interacting with 150
respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. the required information was collected by directly interacting with
these respondents.

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE
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. Also called the audience the audience to be served by our project includes
key demographic information (i.e.; age, sex etc.).The specific population intended as
beneficiaries of a program. This will be either all or a subset of potential users, such as
adolescents, women, rural residents, or the residents of a particular geographic area.
Topic areas: Governance, Accountability and Evaluation, Operations Management and
Leadership. A population to be reached through some action or intervention; may refer to
groups with specific demographic or geographic characteristics. The group of people you
are trying to reach with a particular strategy or activity. The target population is the
population I want to make conclude an ideal situation; the sampling frames to matches
the target population. A specific resource set that is the object or target of investigation.
The audience defined in age, background, ability, and preferences, among other things,
for which a given course of instruction is intended. I have selected the sample trough
Simple random Sampling.
SAMPLE SIZE
This involves figuring out how many samples one need.
The numbers of samples you need are affected by the following factors:
 Project goals.
 How you plan to analyze your data.
 How variable your data are or are likely to be.
 How precisely you want to measure change or trend.
 The number of years over which you want to detect a trend.
 How many times a year you will sample each point.
 How much money and manpower you have.
SAMPLE SIZE
I have targeted 150 people in the age group above 21 years for the purpose of the
research. The target population influences the sample size. The target population
represents the Patna regions. . The people were from different professional backgrounds.
The details of our sample are explained in chapter named primary research where the
divisions are explained in demographics section
ERRORS IN THE STUDY
Interviewer error
There is interviewer bias in the questionnaire method. Open-ended questions can be

biased by the interviewer’s views or probing, as interviewers are guiding the respondent
while the questionnaire is being filled out. The attitudes the interviewer revels to the
respondent during the interview can greatly affect their level of interest and willingness.
to answer openly. As interviewers, probing and clarifications maximize respondent
understanding and yield complete answers, these advantages are offset by the problems
of prestige seeking, social desirability and courtesy biases.
Questionnaire error
The questionnaire designing has to careful so that only required data is concisely reveled
and there is no redundant data generated. The questions have to be worded carefully so
that the questions are not loaded and does not lead to a bias in the respondents mind
Respondent error
The respondents selected to be interviewed were not always available and willing to
cooperate also in most cases the respondents were found to not have the knowledge,
opinion, attitudes or facts required additionally uninformed response errors and response
styles also led to survey error.
Sampling error
We have taken the sample size of 150, which cannot determine the buying behavior of
the total population. The sample has been drawn from only State Capital Region.
RESEARCH DESIGN
Research design is a conceptual structure within which research was conducted. A

research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan or a
model for conducting the research in consonance with the research objectives. Research
design is needed because it facilitates the smooth sailing of the various research

operations thereby making research as efficient as possible yielding maximum
information with the minimum effort, time and money.
Scope and the Limitation of the study
➢ The scope of study is limited to the respondents are selected from in and around Patna,
Bihar.
➢ The project is carried out for the period of 45 days only.
➢ Measurement of customer satisfaction is complex subjects, which uses non-

objectives method, which is not reliable.
➢ The sample unit was also 150 respondents.
➢ However, Mahindra and Mahindra Automobile showrooms are located in other places
i.e. locally and even in the neighboring Districts. Only opinion of respondents of Patna
city was consider for finding out the opinions of respondents.

CHAPTER- 6
DATA ANALYSIS
&
INTERPRETATION
DATA ANALYSIS & INTERPRETATION

Table No. 1 Satisfaction towards Mahindra Scorpio
Satisfied Dissatisfied
78% 22%
Source: Questionnaire
Figure:1
22%
Satisfied
78% Dissatisfied
Interpretation 1:
The sample drawn on probability basis shows that 78% of the customers were satisfied
with Scorpio variant and only 22% were not satisfied with Scorpio variant.
Observation:
Most of the respondents approached were satisfied with Scorpio.

Table No: 2 Factors affecting customer satisfaction towards Mahindra Scorpio
Factor No.of Respondent Percentage

Features 18 12%
Low Maintenance 51 34%
Comfort 27 18%
Style 24 16%
After Sales Service 30 20%
Figure:2
Factors affecting customer satisfaction
Features
20% 12% Low Maintenance

34%
16% Comfort
18%
Style
After Sales Service
Interpretation 2:
The sample drawn on the probability basis clearly shows that 34% (51respondents) are
the opinion that low maintenance is the satisfaction factor of Scorpio and 20 %( 30
respondents) of them who view After Sales Service as a vital factor for customer
satisfaction. Followed by Comfort which corresponds to 18 %( 27 respondents), Style
with 16%(respondents) and only 12%(18 respondents) of them view that feature of
Scorpio as satisfaction factor.
Observation:
Majority of the respondent are of the idea that low maintenance of the top most feature
contributing to customer satisfaction followed by after sales services comfort style and
features. As such, Mahindra should focus on the aspects, which will enhance the
customer satisfaction and thus the market share.

Table No: 3 Customer opinions towards fuel consumption.
Factor Percentage
Extremely Satisfied 27%
Satisfied 49%
Neutral 17%
Dissatisfied 7%
Total 100%
Figure: 3
Customer opinions towards fuel consumption
7%
17%
Extremely Satisfied
27%
Satisfied
49% Neutral
Dissatisfied
Interpretation 3: 100% of the respondents 49% of the respondents approached were

satisfied with the fuel consumption of the Scorpio. Followed by 27% was extremely
satisfied, 17% are neutral and rest of the 7% is more dissatisfied with fuel consumption of
Scorpio.
Observation: As majority of the respondents are satisfied with the fuel consumption of
Mahindra Scorpio, the company should maintain the same standard and it is suggested to
come up with suitable measure to reduce the negative opinion among the consumer who
are of the opinion that the fuel consumption is a dissatisfying factor.

Table No: 4 Customer opinions toward Safety and Comfort.
Factor Percentage
Satisfied 47%
Neither Satisfied 20%
Dissatisfied 10%
Total 100%
Figure: 4
Customer opinions toward Safety and Comfort
20% 10% Extremely Satisfied

47% Satisfied
23%
Neither Satisfied
Dissatisfied
Interpretation 4: 100% of the respondents 47% of the respondents approached were

satisfied with the safety and comfort feature of the Scorpio. Followed by 27% was
extremely satisfied, 17% are neutral and rest of the 7% was dissatisfied with safety and
comfort feature of Scorpio.
Observation: As majority of the respondents are satisfied with the safety and comfort
feature of Mahindra Scorpio, the company should maintain the same standard and it is
suggested to come up with suitable measure to reduce the negative opinion among the
consumer who are of the opinion that the fuel consumption is a dissatisfying factor.
Table No: 5 Customer opinions toward Design.
Factor Percentage
Satisfied 40%
Neutral 27%
Dissatisfied 13%
Total 100%
Figure: 5
Customer opinions toward Design
13% 20%
Extremely Satisfied
Satisfied
27%
40% Neutral
Dissatisfied
Interpretation 5: 100% of respondents 40% of the respondents approached were

satisfied with the Design of the Scorpio. 20% were more satisfied, 27% of them neutral
and 13% are dissatisfied with the design of the Scorpio.
Observation: As majority of the respondents are satisfied with the design of Mahindra
Scorpio, the company should maintain the same standard and it is suggested to come up
with suitable measure to reduce the negative opinion among the consumer who are of the
opinion that the fuel consumption is a dissatisfying factor.

Table No: 6 Customer opinions toward space availability in Mahindra Scorpio.
Factor Percentage
More Satisfied 28%
Satisfied 55%
Neither Satisfied & 14%
Dissatisfied
Dissatisfied 3%
Total 100%
Figure: 6
Customer opinions toward space availability
3%
More Satisfied
14% 28%
Satisfied
55% Neither Satisfied &

Dissatisfied
Dissatisfied
Interpretation 6: The sample drawn on the probability basis shows that out of 100% of
respondents 53% of the respondents approached were satisfied with the space availability
of the Scorpio. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3%
are dissatisfied with the space availability of the Scorpio.
Observation: As 80% of the respondents are happy with the space availability of the
Mahindra Scorpio vehicle, it can be conducted that the company has undertaken proper
R&D in this aspect. The 20% of the respondents who have answered negatively may be
comparing with the vehicle in the same category launched very recently.

Table No: 7 Customer satisfactions toward Maintenance of Mahindra Scorpio
Factor Percentage
Satisfied 51%
Neutral 21%
Dissatisfied 5%
Total 100%
Figure:7
Customer opinions toward Maintenance
5%
21% 23%
Extremely Satisfied
51% Satisfied
Neutral
Dissatisfied
respondents 51% of the respondents approached were satisfied with the maintenance of
the Scorpio. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied with
the maintenance.
Observation: Though majority of the customer are satisfied that the maintenance cost of
Mahindra Scorpio is less, around 20% are not satisfied which may be because of
comparison of Scorpio with the newly launched competing brands coming with even
lower maintenance cost.

Table No: 8 Customer awareness about power steering.
Option No. Of Respondent No. Of Respondents (%)
Aware 120 80%

Unaware 30 20%
Total 150 100%
Figure: 8
Customer awareness about power steering
20%
Aware
80%
Unaware
Interpretation 8: Out of 100% of respondents, 80% of the respondents approached were

aware of the power steering present in some variant of Scorpio and 20% were not aware
of the power steering present in some variant of Scorpio.
Observation: Most of the respondents approached were aware of power steering system
introduced in some variants of Scorpio.

Table No: 9 Customer perceptions about Scorpio
Very Good Good Average Bad Very Bad

20% 47% 21% 12% -
Figure: 9
Customer perceptions
0%
Very Good
12% 20% Good
21%
Average
47% Bad
Very Bad
respondents 47% of the respondents gave Good response to Scorpio. 20% gave Very
Good response, 21% gave Average response and 12% gave bad response to Scorpio.
Observation: As 67% of the respondents are satisfied that they are happy with Scorpio,
it satisfies that the customer satisfaction levels are very high. If the company were to
identify the pitfalls in their product and undertake remedial measure, thus it will lead to
more good word of mouth publicity.

CHAPTER- 7
FINDINGS
&
suggestions

FINDINGS
Based on the data gathered by administrating schedules to customers the

following observations are made.
 Mahindra Scorpio has excellent percentage of customer satisfaction according to

the data shown in table 1 of the data analysis and Interpretation topic.
 Most of the people are satisfied with its low maintenance cost and after sales
service provided by Mahindra Scorpio.
 Based on the fuel consumption, most of the people are satisfied with it.
 Based on Safety and Comfort, Design, Space, Maintenance most of the people are
satisfied with it.
 Large numbers of Scorpio user are aware of its power steering.
 If we took the satisfaction level of people toward Scorpio, it becomes good.
 Its features and style satisfy most of the people.

SUGGESTIONS
 Mahindra Company has to implement good customer relationship

management strategy that enhances customer satisfaction level.
 The company can for the undertake R&D to improve the existing
feature which field help increase in the customer satisfaction.
 The company should promote about the entire feature offered by it.
 As majority of the customer give opinion that they are satisfied is

the factor, services and design of the product of the company should
taken not only maintain the existing standard but also enhance them.

CHAPTER-8
CONCLUSION

CONCLUSION
 Mahindra Scorpio has a very good market share in the state of BIHAR
for the SUV segment.
 The company is offering good services, which is reflected on the

satisfaction of the customer.
 Majority of the customer are satisfied with the design of the vehicle.

Chapter-9
Bibliography
1.Websites
 www.mahindrascorpio.com
 www.mahindra.com
 www.automobile.com
 www.scribd.com
 www.Google.com
 www.marketingresearch.com
2.Books & Journals

 Philip Kotler, Kevin Lane, Abraham Koshy, Mithileshwar Jha 13th
edition “Marketing Management”
 C.R Kothari, Research Methodology.
 Data from Mahindra and Mahindra automobile dealer SONALI
AUTO PVT.LTD. from Patna,city.

CHAPTER-10
Annexure
QUESTIONNAIRE
Customer profile
a) Name
b) Occupation
c) Age
d) Income
e) Address:-
1) Are you a satisfied with Mahindra Scorpio?

a) Yes
b) No
2) If “Yes” Which factor you consider is satisfies you most?
a) Feature
b) Low Maintenance
c) Looks
d) After Sales Service
3) Are you satisfy with the fuel consumption of Scorpio?
a) Extremely Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
4) Are you satisfied with the Safety and Comfort of SCORPIO?
b) Satisfied
c) Neutral
d) Dissatisfied
5) Are you satisfied with the Design?
b) Satisfied
c) Neutral
d) Dissatisfied
6) Are you satisfied with space available in Scorpio?
b) Satisfied
c) Nor Satisfied & Dissatisfied
d) Dissatisfied
7) Are you satisfied with Maintenance cost?
b) Satisfied
c) Neutral
d) Dissatisfied

8) Are you aware about power steering present in Scorpio?
a) Yes
b) No
9) Your general perception about Scorpio.
a) Very Good
b) Good
c) Average
d) Bad
10) Do you want to give any suggestion about any change in the Scorpio?
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CORPORATE GUIDE: FACULTY:

REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS, BHUBANESWAR

ALOK BHARTI, hereby declare that, the project

Regional college of management Autonomous, Bhubaneswar 2

I am expressing my deep gratitude to Mahindra &

I would like to thank Mr.Abhishek kumar

I am also extremely grateful to my project guide Mr.

Corporate Guide Certificate

This is to certify that the work entitled

Regional college of management Autonomous, Bhubaneswar 4

1. Embodies the work of candidate them self.

Regional college of management Autonomous, Bhubaneswar 5

This is to certify that the work entitled

To the best of my knowledge and belief the term

1.Embodies the work of candidate them self.

Regional college of management Autonomous, Bhubaneswar 7

Regional college of management Autonomous, Bhubaneswar 9

Regional college of management Autonomous, Bhubaneswar 10

Regional college of management Autonomous, Bhubaneswar 11

Automobile Industry In India

Following economic liberalization in India in 1991, the Indian automotive industry has

Embryonic automotive industry emerged in India in the 1940s. Following

In the 1980s, a number of Japanese manufacturers launched joint-ventures for building

Regional college of management Autonomous, Bhubaneswar 13

TD FY2010, PV Sales volume grew a substantial 27.6% yoy aided by an increase in

Regional college of management Autonomous, Bhubaneswar 14

Regional college of management Autonomous, Bhubaneswar 15

Regional college of management Autonomous, Bhubaneswar 16

ANALYSIS OF AUTOMOBILE INDUSTRY

To understand this industry for the purpose of investment we need to analyze it by

GDP and Automobile Industry

Regional college of management Autonomous, Bhubaneswar 17

Regional college of management Autonomous, Bhubaneswar 18

Regional college of management Autonomous, Bhubaneswar 19

Current Scenario of Automobile Industry in Economy

Indian Automobile Industry at Global level:

b.) INDUSTRY ANALYSIS (AUTOMOBILE)

Regional college of management Autonomous, Bhubaneswar 22

2.) Industrial Life Cycle

3.) SWOT Analysis

Regional college of management Autonomous, Bhubaneswar 25

BSE AUTO Index 5 Year Chart

Regional college of management Autonomous, Bhubaneswar 26

c.) COMPANY ANALYSIS (Mahindra & Mahindra)

Regional college of management Autonomous, Bhubaneswar 27

Profile of Mahindra & Mahindra

M&M started its operation as a manufacturer of general-purpose utility vehicles.

M&M partnered with companies prominent in the international market, including

Indian Consumer Class

Indian consumer class can be classified according to the following criteria:

Regional college of management Autonomous, Bhubaneswar 29

2.1 COMPANY PROFILE

TYPE Public Company

HEAD QUARTERS Mumbai

KEY PEOPLE Keshub Mahindra (Chairman)

Anand G Mahindra (Vice chairman & managing

INDUSTRY Automotive, Farm equipment

REVENUE US$ 10 billion(2009 H1)

EMPLOYEES 16,000 plus

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

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

M&M is India's largest SUV maker.

Mahindra & Mahindra Project

Mahindra & Mahindra Project