MAJOR PROJECT REPORT

ON
COMPARISON BETWEEN
MARKETING STRATEGIES OF
TATA MOTORS AND MAHINDRA & MAHINDRA

PREPARED BY:

SUPERVISOR:

CERTIFICATE

This is to certify that __ has completed his Project Report,as a part of partial fulfilment of
B.B.A. (General) Programme from Institute,affiliated to University, under my supervision and
guidance. He was in constant touch with me and the matter embodied in this is original and
authentic and same recommended for evaluation.
I wish him all the best in his entire future endeavour.

DR.ANITA SHARMA
(Reader MSI)

ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an

amalgamation of the efforts, idea and cooperation of a number of entities.

I acknowledge with gratitude and appreciation, my indebtedness to my mentor &

guide DR. For allowing me to work on a very intrinsic part of
Automobile sector Comparison

between marketing strategies of Tata Motor and

Mahindra & Mahindra. I also thank her for the idea and basi concepts she delivered and
shared with me, as she helped me a lot in accomplishing this project of mine.

CONTENTS

Pg.no.
Chapter 1 Introduction................................................................................2-5
1.1. Objectives..2
1.2. Limitation2
1.3. Scope of the study..3
1.4. Research methodology3

Chapter 2 Company Profile....................................................................6-30

2.1. Overview of Industry as a whole..6
2.2. Profile of the Organization.6
2.3. S.W.O.T Analysis of the Organization......................22

Chapter 3 - Analysis and Interpretation........................................................31-57

Chapter 4 Conclusions and Recommendation..58-59

BIBLIOGRAPHY
ANNEXURE

Chapter 1
INTRODUCTION

INTRODUCTION

This project is an attempt to give knowledge about the comparative analysis of

marketing strategies of Tata Motors and Mahindra.
.
It throws light on the following:-

1. In the 1st Chapter you will find the Objectives, Research Methodology and Limitations of
the study on comparison between marketing strategies of Tata Motors and Mahindra &
Mahindra.
2. In Chapter 2nd you will an overview of Tata Motors and Mahindra & Mahindra , in which
you will find S.W.O.T analysis of the both organizations.
3.

In the 3rd Chapter you will find Analysis and Interpretation on the project on Comparison
between marketing strategies of Tata Motors and Mahindra & Mahindra.

4. In 4th Chapter you will find Conclusions and Suggestions on the project on Comparison
between marketing strategies of Tata Motors and Mahindra & Mahindra.
5. In the end you will find the various sources I referred for gathering information.

1.1. OBJECTIVES

To understand the market potentiality for TATA cars and Mahindra cars.

To determine the acceptable price of the product.

To determine the requirements and needs of the potential customers.

To analyze the brand repositioning strategies of Tata cars and Mahindra cars.

To find out the satisfaction level of people.

To find out the awareness level of customer.

1.2 LIMITATIONS

There is possibility of sampling errors in the study.

The responses of the consumers may not be genuine.

The questions included in the questionnaire may not be comprehensive.

Continuous and reliable information was not available.

Some of the information was confidential so much information was not revealed.

Lack of professional approach since researcher is a student.

1.3 SCOPE OF THE STUDY

These are some of the scope of the study:
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1. From the research analysis we can find that, whats a person first look in a dream car?
2. The study can be used to know the perception of consumer about Tata & Mahindra.
3. The present study can be extended to access the present marketing condition of Indian
automobile sector.
4. The study can be used to design a proper product, price, place and promotional strategy
for the market.
5. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
1.4 RESEARCH METHODOLOGY
The purpose of methodology is to describe the process involved in research work. This includes
the overall research design, data collection method, the field survey and the analysis of data.
SOURCE OF DATA COLLECTION:
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.
SECONDARY:
The secondary data has been collected from the following modes:

Magazines

Books

Newspaper

Data through internet sources

RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection & analysis of data in a
manner that aims to combined relevance to research purpose with economy in procedure.
A research design is a master plan or model for the conduct of formal investigation. It is blue
print that is followed in completing study.
The research conducted by me is a descriptive research. This is descriptive in nature because
study is focused on fact investigation in a well-structured from and is based on primary data.
RESEARCH PLAN
For completing my study I have gone for sample study because looking at the size of population
& the time limitation it was not convenient for me to cover entire population. Hence, I have gone
for sample study rather than census study.
SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure that researcher would adopt in selecting items to be inched in the
sample i.e. the size of sample. Sampling plan is determined before data are collected.
STEPS IN SAMPLING PLAN:
SAMPLING FRAME:
The list of sampling units from which sample is taken is called sampling frame. Gaya City map
was studied thoroughly and samples were selected from the place in a scattered manner to get
effective result.
SAMPLING SIZE:
Total sample size is 50.
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SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right time and so the
sampling were quite easy to measure, evaluate and co-operative. It was a randomly area
sampling method that attempts to obtain the sample of convenient.
ANALYSIS:
The important factors and datas collected were sequentially analyzed and graphed

10

Chapter 2
COMPANY PROFILE

11

2.1 Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate (CAGR) of 11.5 percent
over the past five years, the Economic Survey 2008-09 tabled in parliament on 2nd July09 said.
The industry has a strong multiplier effect on the economy due to its deep forward and backward
linkages with several key segments of the economy, a finance ministry statement said.
The automobile industry, which was plagued by the economic downturn amidst a credit crisis,
managed a growth of 0.7 percent in 2008-09 with passenger car sales registering 1.31 percent
growth while the commercial vehicles segment slumped 21.7 percent.
Indian Automobile industry can be divided into three segments i.e. two wheeler, three wheeler &
four wheeler segment. The domestic two-wheeler market is dominated by Indian as well as
foreign players such as Hero Honda, Bajaj Auto, Honda Motors, TVS Motors, and Suzuki etc.
Maruti Udyog and Tata Motors, Toyota are the leading passenger car manufacturers in the
country. And India is considered as strategic market by Suzuki, Yamaha, etc. Commercial
Vehicle market is catered by players like Tata Motors, Ashok
Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08
2.2 PROFILE

OF THE ORGANIZATION

TATA MOTORS LIMITEDTata Motors Limited is India's largest automobile company, with
consolidated revenues of Rs.70, 938.85 crores (USD 14 billion) in 2008-09. It is the leader in
commercial vehicles in each segment, and among the top three in passenger vehicles with
winning products in the compact, midsize car and utility vehicle segments. The company is the
world's fourth largest truck manufacturer, and the world's second largest bus manufacturer.The
company's 24,000 employees are guided by the vision to be "best in the manner in which we
operate best in the products we deliver and best in our value system and ethics."Established in
1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million
Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's
manufacturing base in India is

12

spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),

Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in
2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is
establishing a new plant at Sanand (Gujarat). The company's dealership, sales, services and
spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets
Fiat branded cars in India.
Tata Motors, the first company from India's engineering sector to be listed in the New York
Stock Exchange (September 2004), has also emerged as an international automobile company.
Through subsidiaries and associate companies, Tata Motors has operations in the UK, South
Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two
iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial
Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo
Commercial Vehicles Company has launched several new products in the Korean market, while
also exporting these products to several international markets. Today two-thirds of heavy
commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors
acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and
subsequently the remaining stake in 2009. Hispano's presence is being expanded in other
markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global
leader in body-building for buses and coaches to manufacture fully-built buses and coaches for
India and select international markets. In 2006, Tata Motors entered into joint venture with
Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the
company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun
production of the Xenon pickup truck, with the Xenon having been launched in Thailand in
2008. Tata Motors is also expanding its international footprint, established through exports
since 1961. The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh,

13

Ukraine, Russia, Senegal and South Africa. The foundation of the company's growth over the
last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to
translate them into customer-desired offerings through leading edge R&D. With over 3,000
engineers and scientists, the company's Engineering Research Centre, established in 1966, has
enabled piohneering technologies and products. The company today has R&D centers in Pune,
Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata
Motors, which developed the first indigenously developed Light Commercial Vehicle, India's
first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In
2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously
developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and te
world have been looking forward to. The Tata Nano has been subsequently launched, as
planned, in India in March 2009. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT and
transportation cost).
Designed with a family in mind, it has a roomy passenger compartment with generous leg
space and head room. It can comfortably seat four persons. Its mono-volume design will set a
new benchmark among small cars. Its safety performance exceeds regulatory requirements in
India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of
overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India
today. The lean design strategy has helped minimize weight, which helps maximize
performance per unit of energy consumed and delivers high fuel efficiency. The high fuel
efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the
twin benefits of an affordable transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry,
14

in keeping with its pioneering tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating economy and trims, they will
introduce new benchmarks in India and match the best in the world in performance at a lower
life-cycle cost.
Tata Motors is equally focused on environment-friendly technologies in emissions and
alternative fuels. . It has developed electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several environment-friendly technologies in
manufacturing processes, significantly enhancing resource conservation
Through its subsidiaries, the company is engaged in engineering and automotive solutions,
construction equipment manufacturing, automotive vehicle components manufacturing and
supply chain activities, machine tools and factory automation solutions, high-precision tooling
and plastic and electronic components for automotive and computer applications, and
automotive retailing and service operations.
Tata Motors is committed to improving the quality of life of communities by working on four
thrust areas employability, education, health and environment. The activities touch the lives
of more than a million citizens. The company's support on education and employability is
focused on youth and women. They range from schools to technical education institutes to
actual facilitation of income generation. In health, our intervention is in both preventive and
curative health care. The goal of environment protection is achieved through tree plantation,
conserving water and creating new water bodies and, last but not the least, by introducing
appropriate technologies in our vehicles and operations for constantly enhancing environment
care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

15

HISTORY OF TATA MOTORS

The Company was incorporated on 1st September 1945 at Mumbai to manufacture diesel
vehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings and
machine tools. The commercial diesel vehicles which were known `Tata Mercedes Benz' (TMB)
is now called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-Benz
AG, West Germany.
In 1960 the company's name, which was Tata Locomotive & Engineering Company Ltd. was
changed to Tata Engineering & Locomotive Company Ltd. In the year 1987 the company
undertook to set up a new forge shop, a high output foundry line, a new paint shop as well as
augmentation of engine and gearbox manufacturing facilities, all at Jamshedpur
In 1991 during the year the company entered into a collaborative agreement with an
internationally renowned engine research and development organization to jointly develop higher
horsepower, fuel efficient diesel and petrol engines to meet the future requirements of the
company. The last quarter saw the company launching two new passenger vehicles, the SIERRA
and the ESTATE totally designed and manufactured in India. The company acquired a BIFR
company, M/s Noduron Founders Maharashtra Ltd. The total cost for Telco worked out to Rs.18
crores as against setting up of similar critical castings foundry. During the year company
launched new earth moving equipment TWK-3036 Tata Front End Wheel Loader. Two new
models in the EX series of hydraulic excavators were launched. A 10 tonne pick and carry
articulated crane, designed and developed in-house was also introduced. During the year
company entered into an agreement with Nachi-Fujikoshi Corporation, Japan to manufacture arc
and spot welding robots suitable for automobile manufacturing applications. During the year,
company undertook to set up a joint venture with Asian Glass Co. Ltd., Japan to manufacture
float glass to be used as wind shields for automobiles. ACC along with Tata Exports Ltd.
participated in the joint venture. The joint venture named as Floathlass India Ltd., the Company
would have a stake of 16.33%. Tata Cummins Ltd., Mercedes-Benz (India) Ltd., Tata Holset
Ltd., Tata Precision Industries, Singapore and Nita Company Ltd., are the joint Ventures of the
Company
16

Taking advantage of the broad banding policy announced by the Government of India, the
Company entered into a collaboration agreement with Honda Motor Co. Ltd., Japan,
manufacture of their `ACCORD' model of cars in India. On 22nd April, an agreement was
entered into between Daimler-Benz AG and Mercedes Benz AG, Germany to setup a joint
venture company Mercedez-Benz India to manufacture `E' class paneyer cans and engines in
India.
During the year 1995 a new double pick-up and Army Version of various Telco Vehicles were
developed. A new petro engine and turbo diesel engine, an up-graded 709 LCV, new sports utility
vehicle Safari expected to be launched shortly. A 25 tonne 6 X 2 truck and a bus with cummins
engine were launched.
Tata Engineering and Locomotive Company (TELCO), has acquired a second hand paint shop,
machine line and cylinders from the Australian unit of the Japanese auto giant, Nissan. TELCO is
believed to have picked up the unit for Rs. 70 crore. The total cost of import duty would be Rs
100 crore. During the year a machine tool division was expanded so as to double its machine
building capacity and significantly reduce production times.
The Company has launched "TATA SAFARI" in its Multi utility vehicle segment. Tata Holset's
turbo charger plant inaugurated on November 25, 1996.
In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have emerged as
numerous uno in the Review 200 survey conducted by the Far Eastern Economic Review in
association with Citi Bank. The Company introduced a 9-tonne vehicle which was well received
in the market. A 40 tonne tractor trailer powered by a Tata Cummins Engineering was
introduced. The Company developed a low floor bus chassis to meet the specific needs of urban
transport. The Company signed a new agreement with Hitachi for manufacture of upgraded
versions of existing range of excavators.
The year 1998- Tata Engineering and Locomotive Company Ltd (Telco) announced a tie-up with
Tata Finance Ltd and ANZ Grindlays Banks as the official financiers for its small car "Indica" to
be launched in December. Tata Engineering Locomotive Company Ltd (Telco) sold its

17

construction equipment business into a new subsidiary company, Telco Construction Equipment
Company Ltd. The Company in its small car segment has launched "Tata Indica" which evoked
an overwhelming response in the Indian market. A new range of cummins engine powered
vehicle which include a 35 tonne and a 40 tonne articulated truck and two variants of buses.
To make substantial improvement in the quality of bus bodies available with TATA vehicles, the
Company encouraged collaboration between Fuji Heavy Industries of Japan and the Automobile
Corporation of Goa. The new project undertakes production of bodies on TATA chassis,
conforming to the most exacting international standards. Concorde Motors Ltd., a Joint Venture
between Tata Engineering and Jardine International Motors (Mauritius) Ltd. was appointed as
dealer for the Company's passenger cars in several cities across the country, in Feb 1998.
The year 1999-Telco became the first Indian manufacturer to offer commercial vehicles meeting
euro-I emission norms, a year before they are due to be introduced in the country. It is proposed
to make TCECL a one-stop shop for construction equipment and earthmoving machinery. In Oct
1999, the Company won the National award for R&D Efforts in Development of Indigenous
Technology in the Mechanical Engineering Industries Sector instituted by Department of
Scientific and Industrial Research, Ministry of Science and Technology for the year 1999. SKF
Bearings India Ltd has signed an agreement with Telco to supply hub bearings for its latest
model
Tata Indica.
2000 saw the Company working towards introducing two new petrol-driven variants of its small
car Indica, powered by a multi-point fuel injection engine. The Company launched the Indica
2000, the Euro II Complaint, 75 BHP multi-point fuel injection (MPFI) version of Indica. The
Company has won the National Technology Award for indigenous development and
commercialization of the Tata Indica car. The Company has launched its new hi-tech Indica
2000 car with MPFI petro engine in Guwahati.

18

Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It replaced its threeshift production line with a one-shift daily schedule starting from 26th June. In the same year
FICCI-SEDF- Business world-Compaq award for social responsiveness was awarded to the
company. The Central Pollution Control Board for Environmental Technology award has been
presented to Tata Engineering in recognition of its contribution towards efforts to conserve the
environment. TATA Engineering on September 10 announced the addition of MPFI petrol
version to the Indica V2 range.
In year 2002 Foreign Institutional Investors (FII) hike stake in the company to 13.34% launches
six new products in light, medium and heavy vehicles segments on Jan 15 during Auto Expo.
Announces financial restructuring. Displays its Tata Sedan car at the Geneva Motor Show. Indica
adjudged top selling B-segment car in 2002.Launches two new motorsport cars (The Zero and
Double Zero Pace cars). High Court Approves Tata Engineering's Financial Restructuring. Tata
Engg, BPCL tie up to market co-branded lubricants.Tata Steel's investment in Tata Engineering
has been hiked to Rs 117.98 crore over the last year. Telco names Sedan as Tata Indigo.Unveils
'EX' series of medium and heavy commercial vehicles. Indica sales cross two-lakh mark
.Collaborates with Nippon-Arcelor for technical knowhow on CR steel. Receives Teri's (The
Energy and Resources Institute) CoRE-BCSD (Corporate roundtable on development of
strategies for sustainable development and environment-business council for sustainable
development) corporate social responsibility (CSR) awards for '01-02. Unleashes Safari's petrol
version; priced at Rs 9.35 lakh.
The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding Memorandum of
Understanding (MoU) with Deawoo Commercial Vehicle Company Ltd (DWCV), Korea for the
acquisition of this company. It introduces Tata SFC 407 EX Turbo Light Commercial Vehicle
(LCV). The Company changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24, 2003. In
the same year Tata Safari ranks No 1 in MUV/SUV segment.
2004:- The year of glory. Tata Motors launch an upgraded version Indica on January 15, 2004, in
a bid to shore up sales of the small car.
Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2. Tata Motors

19

launches new Indica V2 in Kerala. Tata Motors introduces new 'Indicab' for tour operators. The
much hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned. Tata
Motors enters agreement with Ukraine bus building firm. Tata Motors enters into agreement with
Etalon. In a move to consolidate its presence in the light commercial vehicles segment, Tata
Motors has launched a new variant of its 407 series with increased pay load capacity called SFC
407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore. Tata Motors unveils Tata SFC 407
EX. Tata Motors inks agreement with Austrian, French companies. Acquires Daewoo
Commercial Vehicle Company Ltd (DWCV), Korea. Tata Motors launches most anticipated new
6-tn truck in India.

TYPE OF CARS BY TATA MOTORS

Commercial vehicles

The Tata TL

A Tata 407 water truck

20

A Tata Starbus

Commercial vehicles

Tata Ace

Tata Ace Zip

Tata Super Ace

Tata TL/Telcoline/207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck)

Tata 1512 (Medium bus chassis)

Tata 1612/1616 (Heavy bus chassis)

21

Tata 1618 (Semi Low Floor bus chassis)

Tata 1623 (Rear Engined Low Floor bus chassis)

Tata 1518C (Medium truck)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata Starbus (Branded Buses for city, inter city, school bus and standard passenger
transportation)

Tata Divo (Hispano Divo; Fully built luxury coach)

Tata CityRide (12 20 seater buses for intra-city use)

Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (82)

Tata 3516 (Heavy truck)

Tata 4018 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (64)

Tata Novus (Heavy truck designed by Tata Daewoo)

Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Military vehicles

Tata LSV (Light Specialist Vehicle)

22

Tata Mine Protected Vehicle (44)

Tata 2 Stretcher Ambulance

Tata 407 Troop Carrier, available in hard top, soft top, 44, and 42 versions

Tata LPTA 713 TC (44)

Tata LPT 709 E

Tata SD 1015 TC (44)

Tata LPTA 1615 TC (44)

Tata LPTA 1621 TC (66)

Tata LPTA 1615 TC (42)

Tata Winger Passenger Mini Bus

Tata Landrover 1515 F

Electric vehicles
Tata Motors has unveiled electric versions of the Tata Indica passenger car and the Tata Ace
commercial vehicle, both of which run on lithium batteries.
Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3%
holding in electric vehicle technology firm Miljbil Grenland/Innovasjon of Norway for
US$1.93 million, which specialises in the development of innovative solutions for electric
vehicles, and plans to launch the electric Indica hatchback in Europe next year.In September
2010, Tata Motors presented four CNGElectric Hybrid low-floored Starbuses to the Delhi
Transport Corporation, to be used during the Commonwealth games. These were the first
environmentally friendly buses to be used for public transportation in India.
23

MAHINDRA AND MAHINDRA

Mahindra & Mahindra Limited (M&M) is an Indian multinational automobile manufacturing
corporation headquartered in Mumbai. It is one of the largest vehicle manufacturers by
production in India and the largest seller of tractors across the world.It is a part of Mahindra
Group, an Indian conglomerate.
24

It was ranked as the 10th most trusted brand in India, by The Brand Trust Report, India Study
2014]It was ranked 21st in the list of top companies of India in Fortune India 500 in 2011.
History
Mahindra & Mahindra was set up as a steel trading company in 1945 in Ludhiana as Mahindra &
Mohammed by brothers K.C. Mahindra and J.C. Mahindra and Malik Ghulam Mohammed After
India gained independence and Pakistan was formed, Mohammed emigrated to Pakistan. The
company changed its name to Mahindra & Mahindra in 1948.It eventually saw business
opportunity in expanding into manufacturing and selling larger MUVs, starting with assembly
under licence of the Willys Jeep in India. Soon established as the Jeep manufacturers of India,
the company later commenced manufacturing light commercial vehicles (LCVs) and agricultural
tractors. Today, Mahindra & Mahindra is a key player in the utility vehicle manufacturing and
branding sectors in the Indian automobile industry with its flagship UV Scorpio and uses India's
growing global market presence in both the automotive and farming industries to push its
products in other countries.
Over the past few years, the company has taken interest in new industries and in foreign markets.
They entered the two-wheeler industry by taking over Kinetic Motors in India.M&M also has
controlling stake in REVA Electric Car Company and acquired South Korea's SsangYong Motor
Company in 2011.In the 2010-11 M&M entered in micro dripp irrigation with the takeover of
EPC Industrie' Ltd, Nashik.

Operations
Automobiles
Automotive
Mahindra & Mahindra Limited
25

Mahindra Scorpio

Mahindra Pick-Up in Italy

Mahindra Jeep CJ 340.

Mahindra Bolero

26

Mahindra XUV 500

Mahindra Quanto

Mahindra Axe

Mahindra Thar

SsanYong Rexton by Mahindra

27

Mahindra Legend used by MONUC in DR of Congo

Mahindra Xylo

Mahindra Verito

Mahindra & Mahindra, branded on its products usually as 'Mahindra', produces SUVs, saloon
cars, pickups, commercial vehicles, and two wheeled motorcycles and tractors. It owns assembly
plants in India, Mainland China (PRC), the United Kingdom, and has three assembly plants in
the United States. Mahindra maintains business relations with foreign companies like Renault
SA, France.
M&M has a global presenceand its products are exported to several countries. Its global
subsidiaries include Mahindra Europe S.r.l. based in Italy, Mahindra USA Inc., Mahindra South
Africa and Mahindra (China) Tractor Co. Ltd.Mahindra started making passenger vehicles firstly
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.
Mahindra produces a wide range of vehicles including MUVs, LCVs and three wheelers. It
manufactures over 20 models of cars including larger, multi-utility vehicles like the Scorpio and

28

the Bolero. It formerly had a joint venture with Ford called Ford India Private Limited to build
passenger cars.
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 units.
Also in early 2008, Mahindra commenced its first overseas CKD operations with the launch of
the Mahindra Scorpio in Egypt, in partnership with the Bavarian Auto Group. This was soon
followed by assembly facilities in Brazil. Vehicles assembled at the plant in Bramont, Manaus,
include Scorpio Pik Ups in single and double cab pick-up body styles as well as SUVs.
Mahindra planned to sell the diesel SUVs and pickup trucks starting in late 2010 in North
America through an independent distributor, Global Vehicles USA, based in Alpharetta,
Georgia.Mahindra 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. On 18 October 2010, however, it was reported that
Mahindra had indefinitely delayed the launch of vehicles into the North American market, citing
legal issues between it and Global Vehicles after Mahindra retracted its contract with Global
Vehicles earlier in 2010, due to a decision to sell the vehicles directly to consumers instead of
through Global Vehicles.However, a November 2010 report quoted John Perez, the CEO of
Global Vehicles USA, as estimating that he expects Mahindras small diesel pickups to go on
sale in the U.S. by spring 2011, although legal complications remain, and Perez, while hopeful,
admits that arbitration could take more than a year. Later reports suggest that the delays may be
due to an Mahindra scrapping the original model of the truck and replacing it with an upgraded
one before selling them to Americans In June 2012, a mass tort lawsuit was filed against
Mahindra by its American dealers, alleging the company of conspiracy and fraud.
Mahindra & Mahindra has a controlling stake in Mahindra Reva Electric Vehicles. In 2011, it
also gained a controlling stake in South Korea's SsangYong Motor Company.
29

Mahindra has launched its relatively heavily publicised SUV, XUV 500, code named as W201 in
September 2011. The new SUV by Mahindra has been designed in-house and it is developed on
the first global SUV platform that could be used for developing more SUVs. In India, the new
Mahindra XUV 500 comes in a price range between Rs 11.40 lakh to Rs 15 lakh. Besides India,
the company also targets Europe, Africa, Australia and Latin America for this model. Mahindra
President Mr Pawan Goenka stated that the company plans to launch six new models this fiscal.
The company launched CNG version of its mini truck Maxximo on 29 June 2012. A new version
of Verito in diesel and petrol options was launched by the company on 26 July 2012 to compete
with Maruti's Dzire and Toyota Kirloskar Motor's Etios.

Military Defence
The company has built and assembled military vehicles, commencing in 1947 with the
importation of the Willys Jeep that had been widely used in World War II. Its line of military
vehicles include the Axe. It also maintains a joint venture with BAE Systems, Defence Land
Systems India.

Energy
Mahindra & Mahindra entered the energy sector in 2002, in response to growing demands for
increased electric power in India.
Since then, more than 150,000 Mahindra Powerol engines and diesel generator sets (gensets)
have been installed in India, offering standard proper quality power, as do most larger
companies, in areas with arguably less reliable grid electricity. The inverters, batteries, and
gensets are manufactured at three facilities in Pune (Maharastra), Chennai (Tamil Nadu), and
Delhi; and 160 service points across India offer 24-7 support to most key markets. Powerol is
present in countries across Latin America, Africa, the Middle East, and Southeast Asiaand
expanding into the United Arab Emirates, Bangladesh, and Nepal.Mahindra Powerol's energy
services consist mostly of power leasing and telecom infrastructure management. In 2006, it
became a major market leader in the telecom segment (and in 2011, its market share passed 45
percent). In 2007, it won the Frost and Sullivan "Voice of the Customer" award for best practices
in telecom.
30

Mahindra Cleantech Ltd focuses in eco-friendly, or 'green' power. In response to growing

acceptance of Solar Power, it formed a subsidiary, Mahindra Solar, in 2010 to offer a range of
solar solutions, both off grid and on grid, alongside Engineering, Procurement, and Construction
(EPC).
Mahindra EPC is the Engineering Procurement & Construction arm of the Mahindra group. A
portfolio company under the Cleantech arm of Mahindra Partners, they offer solar solutions
spanning On-Grid solutions, EPC (Engineering, Procurement and Construction) and Off-Grid
Product solutions. The company commenced its operations in the year 2011 and has successfully
commissioned over 60 MW worth of Solar PV projects.
Meanwhile, its off-grid products include power packs and rooftop setups for business
organisations and public institutions alongside rural electrification through lanterns and home
and street lighting systems. The company works closely with Mahindras farm equipment
division to offer lighting products to some of the more rural areas in India. It also works with
Mahindra Powerol to offer solar power backup to telecom sites in India. In 2011, Mahindra Solar
received a CRISIL rating of SP1A in 2011, the highest rating for any solar photovaltaic off-grid
company.

Farm equipment
Mahindra began manufacturing tractors for the Indian market during the early '60s. It is the top
tractor company in the world (by volume) with annual sales totaling more than 200,000 tractors.
Since its inception, the company has sold over 2.1 million tractors.Mahindra & Mahindras farm
equipment division (Mahindra Tractors) has over 1,000 dealers servicing approx. 1.45 million
customers.
Mahindra tractors are available in 40 countries, including India, the United States, China,
Australia, New Zealand, Africa (Nigeria, Mali, Chad, Gambia, Angola, Sudan, Ghana, and
Morocco), Latin America (Chile, Argentina, Brazil, Venezuela, Central America, and the
Caribbean), South Asia (Sri Lanka, Bangladesh, and Nepal), the Middle East (Iran and Syria) and
Eastern Europe (Serbia, Turkey, and Macedonia.]Mahindra Tractors manufactures its products at
four plants in India, two in Mainland China, three in the United States, and one in Australia. It
31

has three major subsidiaries: Mahindra USA, Mahindra (China) Tractor Company, and Mahindra
Yueda (Yancheng) Tractor Company (a joint venture with the Jiangsu Yueda Group).
In 2003, the Farm Equipment Sector of Mahindra & Mahindra won the Deming Application
Prize and in 2007 it received the Japan Quality Medal for implementing Total Quality
Management in its entire business operations. The company has garnered the highest customer
satisfaction index (CSI) in the industry at 88 percent. It earned a 2008 Golden Peacock Award in
the Innovative Product/Services category for its in-house development of a load car. In its 2009
survey of Asias 200 most admired and innovative companies, the Wall Street Journal named
Mahindra & Mahindra one of the 10 most innovative Indian companies.
In addition to tractors, Mahindra sells other farm equipment. It has expanded its product-line to
include farm-support services via Mahindra AppliTrac (farm mechanisation products), Mahindra
ShubhLabh (seeds, crop protection, and market linkages and distribution), and the Samriddhi
Initiative (farm counselling and information services).

Automotive models

Mahindra CJ500D

Mahindra MM540DP

Mahindra Armada

Mahindra Commander

Mahindra e2o, electric car

Mahindra Marshal

Mahindra Majar

Mahindra Legend
32

Mahindra Thar

Mahindra Invader

Mahindra Bolero

Mahindra Xylo

Mahindra Scorpio (Mahindra Goa in Europe)

Mahindra Verito

Mahindra XUV500

Mahindra Rexton

Mahindra Rodeo RZ

Mahindra Duro DZ

Mahindra Centuro

Mahindra Pantero

Mahindra Flyte

Mahindra Kine

Mahindra Phanthom

Mahindra Quanto

Mahindra VeritoVibe

33

Mahindra Maxximo

Mahindra Navistar

Employees
As on 31 March 2013, the company had 34,612 employees, out of which 699 were women (2%).
It also had around 16,000 temporary employees on the same date.

Awards and recognitions

Bombay Chamber Good Corporate Citizen Award for 2006-07.

Businessworld FICCI-SEDF Corporate Social Responsibility Award 2007.

The Brand Trust Report ranked M&M as India's 10th Most Trusted Brand in its India
Study 2014 survey (from 20,000 brands analyzed).

Its Farm Equipment division received the Deming Prize in 2003.

Its Farm Equipment division received the Japan Quality Medal in 2007.

The US based Reputation Institute ranked M&M amongst the top Ten Indian companies
in its 'Global 200: The World's Best Corporate Reputations' list for 2008.

Bluebytes News rated M&M as India's second Most Reputed Car Company (reported in
their study titled Reputation Benchmark Study) conducted for the Auto (Cars) Sector in
2012.

34

Mahindra & Mahindra Limited

Mahindra Rise
Type

Traded as

Public
BSE: 500520
BSE SENSEX Constituent

Industry

Automotive

Founded

1945 (Ludhiana)

Headquarters Mumbai, Maharashtra, India

Area served

Worldwide

Key people

Anand Mahindra (MD)

35

Products

Automobiles, commercial vehicles,

two-wheelers

Revenue

691 billion (US$12 billion) (2012)

Net income

41 billion (US$680 million) (2012)

Total assets

712 billion (US$12 billion) (2012)

Employees

34,612 (Mar-2013)

Parent

Mahindra Group

Subsidiaries

Mahindra Two Wheelers limited

SsangYong Motor Company

36

37

2.3 SWOT analysis of the TATA & TOYOTA MOTORS

SWOT Analysis

1. Mahindra has been one of the strongest brands in the Indian

automobile

market

2. Mahindra group give employment to over 110,000 employees

3. Excellent branding and advertising, and low after sales service
cost
Strength

4. Sturdy SUVs good for Indian roads and off-road terrain

1. Mahindras partnership with Renault did not live up to

Weakness

international quality standards through their brand Logan

38

1. Developing hybrid cars and fuel efficient cars for the future
2.Tapping emerging markets across the world and building a
global

brand

3.Fast

growing

automobile

market

4.Growing in the market through electric car Reva (controlling

Opportunity

stake) and entry into two-wheeler segments

1. Government policies for the automobile sector across the world

2.
3.
Threats

Ever
Intense

increasing

competition

from

fuel
global

automobile

prices
brands

4. Substitute modes of public transport like buses, metro trains etc

STRENGTH OF TATA MOTORS

Strong Presence in the Marketplace:-Tata Motors is the only company in India with a
broad based presence across the industry, in all segments of the commercial vehicles
market heavy and medium commercial vehicles, light commercial vehicles, pick-ups,
sub one-tonne mini-trucks - and key segments - compact, midsize car and utility vehicle
segments - of the passenger vehicles market.

Unique Understanding of Customer Need: - With 50 years presence in the automotive

business, Tata Motors understands customer needs and develops products that meet their
Needs. To consider a few examples, as early as 1980s, the company launched Light
39

Commercial Vehicles, amidst Japanese competition, in which it today strongly leads. In

the 1990s, Anticipating the need for an affordable family car, it launched the now famous
Tata Indica, which occupies a leading position among compact cars.

Skill Base Developed over the Last 40 Years:-Tata Motors is also very well-placed on
technology capability. The company had set up its Engineering Research Centre as
early as 1966.With 1400 scientists and engineers and state-of- the-art development,
testing and validation facilities, it is this technology capability which has, allowed
Tata Motors, over the decades, to offer indigenously developed products. This
strength has been accentuated, with the inclusion of TMETC, TDCV and Hispano
Carrocera in the R&D network, besides several other specialist external agencies.
The company no longer needs to develop every necessity itself. Today it just has to
manage the process of product creation, drawing upon already available R&D and

skills from different sources.

People Strength: - The Companys key strength is its people. The over 22,000
employees comprise a very broad talent base, with the required skills in every aspect

of the industry.
With increasing international initiatives by the company, this talent base is now
getting enriched with the necessary competencies to respond to meet world-class
standards of quality and cost. The company will achieve this by developing and
marketing relevant products, on its existing platforms and new ones, which delight
consumers in every market they are introduced in.

Tata Motors linkages in Europe through Subsidiary Companies: - In October 2005,

Tata Technologies Ltd, a 100 per cent subsidiary of Tata Motors, acquired a 94.3 per
cent stake in INCAT International Limited. INCAT is a supplier of engineering &
design, product lifecycle management and product-centric IT services to the
automotive, aerospace and durable goods industries.

Tata Motors R&D in Europe: - Deepening its engagement with the European R&D
space, in September 2005, Tata Motors set up the Tata Motors European Technical
40

Centre, a 100 per cent subsidiary, in the UK. It is engaged in design engineering and
development of products for the automotive industry. Working synergistically,
TMETC provides the company with design engineering support and development
services, complementing and strengthening the companys skill sets and providing
European standards of delivery to the companys passenger vehicles.

The internationalization strategy so far has been to keep local managers in new
acquisitions, and to only transplant a couple of senior managers from India into the
new market. The benefit is that Tata has been able to exchange expertise. For
example after the Daewoo acquisition the Indian company leaned work discipline
and how to get the final product 'right first time.

WEAKNESS OF TATA MOTORS

The current financial situation of its recently acquired firms like Corus and
Land Rover-Jaguar is very big headache for the company and it should be back
to the track in the near future.

The high ratio of debt equity ratio is also weakness of the company.

The small car segment is still not good for the company due to maruti-suzuki so, it
need to tap this section also.

The CV segment is becoming highly competitive by new player like Volvo,and rival
M &M are coming with new products to cater the TATA in the market as the rural
area has given thumps up to M&M during this year.

41

The company's passenger car products are based upon 3rd and 4th generation
platforms, which put Tata Motors Limited at a disadvantage with competing car
manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat
has not got a foothold in the luxury car segment in its domestic, Indian market. Is
the brand associated with commercial vehicles and low-cost passenger cars to the
extent that it has isolated itself from lucrative segments in a more aspiring India?
26

OPPORTUNITIES OF TATA MOTORS

Indias huge geographic spread-This is one aspect where the company is looking for
and its diversified range of cars suits very much this area of car or say auto industry in
country.

Easier finance schemes- The current fiscal stimulus and easy loan will surely guide the
company to post good sales as the current trend shows the cars sales has been boosted by
easy loan norms in the country.

Replacement of aging four wheelers-One of very important reason where the car
industry and commercial vehicle can take advantage in coming days.

Increasing Road Development, Golden Quadrilateral-as we all know the

infrastructure will surely boost the auto industry as it is directly related to the this
industry and the government policy in spending the money ion infrastructure will create
good demand.

Increasing dispensable income of rural agri sector-Somehow this year the rural
demand was very enthusiastic than the urban market which drive the auto industry so, the
development of rural infrastructure and condition will create handsome demand from the
rural area.
42

Higher GDP growth-With standing tall during the slowdown our economy has shown
the industry that demands will gain momentum in near future very soon.

Increasing disposable income with the service sector-As the consumers have money in
their hand definitely there will be demand from their side so, this is also very good
opportunity for this sector.

Graduating from two wheeler to four wheeler-The dream of NANO will boost
demand for four wheeler in the auto industry.

THREATS OF TATA MOTORS

Indian is lacking in proper infrastructure this is slowing the pace of growth of auto
industry

Global crisis- this really hurts the Indian growing industry and not only the auto but tyre
industry went for toss.

High competition from foreign players-As the giants like GM, Audi, MERC etc are
trying to capture the high segment market it is one of the very effective threat to the
company.

Other competing car manufacturers have been in the passenger car business for 40, 50 or
more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean
production.

Sustainability and environmentalism could mean extra costs for this low-cost producer.
This could impact its underpinning competitive advantage. Obviously, as Tata globalizes
and buys into other brands this problem could be alleviated.
43

Since the company has focused upon the commercial and small vehicle segments, it has
left itself open to competition from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune
based plant which will build 5000 new Mercedes-Benz per annum. Other players
developing luxury cars targeted at the Indian market include Ford, Honda and Toyota. In
fact the entire Indian market has become a target for other global competitors including

Mahindra and Mahindra, Maruti Udyog, General Motors, Ford and others.
Rising prices in the global economy could pose a threat to Tata Motors Limited on a
couple of fronts. The price of steel and aluminium is increasing putting pressure on the
costs of production. Many of Tata's products run on Diesel fuel which is becoming

expensive globally and within its traditional home market.

One weakness which is often not recognized is that in English the word 'tat' means
rubbish. Would the brand sensitive British consumer ever buy into such a brand? Maybe
not, but they would buy into Fiat, Jaguar and Land Rover.

THREATS OF Mahindra & Mahindra

Saturation and increased competition, intense marketing campaigns increasing

competitive pressures.
Shifts in the exchange rates affecting profits and cost of raw materials.
Predictions of a downturn in the economy e.g. recession, will affect car purchases
(especially new cars). As household budgets tighten - this could lead a decline in new car

sales and possible rationalization of dealerships.

Changing demographics e.g. number of large families is declining. Undermining the

demand for large family cars.

Changing usage - families using the car less for taking children to schools. Home
deliveries. Businesses - restricting business travel (tele-conferencing). Governments
encouraging alternative forms of transport - cycling and incentives to use public transport

across Europe.
Rising oil prices (fuel costs) and the costs of maintaining cars. Increase in families who
have chosen not to own a car, or decided to use their car less.

44

Chapter 3
DATA ANALYSIS
INTERPRETATION
45

1. DO YOU OWN A CAR?

(i)YES
(ii) NO
IF YES, THEN WHICH ONE?
(i)MAHINDRA
(ii) TATA
YES
NO

40
10

MAHINDRA

25
46

TATA

15

WHEN THE ANSWER IS TATA CAR

1. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY SELECTED
CAR ?
(i)SATISFIED
SATISFIED
DISSATISFIED

(ii) DISSATISFIED

20
5

INFERENCE:

47

 80% of the Respondents were satisfied with their cars and the services of
MAHINDRA
However 20 % of the Respondents were dissatisfied at the same time.

2. WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT THE

SELECTED CAR COMPANY ?
(I)DEALERS
(ii) PRINT MEDIA
(iii)T.V.
(iv)INTERNET
DEALERS

PRINT MEDIA

T.V.

INTERNET

13

INFORMATION ABOUT TATA

12%
20%

DEALERS
PRINT MEDIA
T.V.

55%
13%

INTERNET

INFERENCE:
Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.
Rest 25% was shared by T.V. and Dealers for providing the information.

48

3. DO YOU THINK YOUR CAR HAS THE MOST FUEL EFFICIENCY ?

(I)YES
(ii) NO
YES

19

NO

FUEL EFFICIENCY OF TATA

100
80
60
40
20
0

78%

22%

YES

NO

INFERENCE:
78% of the respondents felt that TATA has the most fuel efficiency.
While 22% felt it isnt the most fuel efficient.

4.HOW DO YOU FIND THE FEATURES OF YOUR CAR AS COMPARED TO

OTHER CARS?
(I)GOOD
(iii)NOT SO GOOD

(ii) VERY GOOD

(IV) SATISFACTORY

49

GOOD

17

VERY GOOD

NOT SO GOOD

SATISFACTORY

FEATURES OF TATA
12%
8%
10%

70%

GOOD
VERY GOOD
NOT SO GOOD
SATISFACTORY

INFERENCE:

70% of the respondents felt that the features of the TATA are good.

While 8% of respondents thought it was not so good, 10% thought it was very good
and 12% felt satisfactory about the features.

5.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR

CAR ?
(I)HANDLING
(iii)DESIGN

(ii) FUEL EFFICIENCY

(iv) COMFORT
50

HANDLING

FUEL EFFICIENCY

DESIGN

COMFORT

FEATURES THAT BEST

DESCRIBES TATA
38%

40

29%

30
18%

15%

20
10
0

HANDLING

FUEL
EFFICIENCY

DESIGN

COMFORT

INFERENCE:
TATA is best known for its design & comfort.
Then comes Handling and Fuel Efficiency.
6.HOW DO YOU FIND THE INTERIORS OF YOUR CAR ?
(I)GOOD
(iii)SATISFACTORY

(ii) VERY GOOD

(IV) NOT SO GOOD

GOOD

18

VERY GOOD

SATISFACTORY

NOT SO GOOD

51

INTERIORS OF TATA
7%
3%

GOOD

16%

VERY GOOD
NOT SO GOOD
SATISFACTORY

74%

INFERENCE:

The interiors of TATA are very good according to 74% of the respondents.

16% said it was very good, 7% said it was satisfactory and 3% felt it was not so
good.

7.ACCORDING TO YOU WHAT SHOULD BE DONE TO

COMPANY ?
(I) MAKE IT MORE AFFORDABLE
(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS
MAKE IT MORE AFFORDABLE

18

CHEAPER SPARE PARTS

MORE SERVICE STATIONS

52

IMPROVE YOUR CAR

WHAT SHOULD BE DONE TO

IMPROVE TATA

13%
MAKE IT MORE
AFFORDABLE

15%
72%

CHEAPER SPARE
PARTS
MORE SERVICE
STATIONS

INFERENCE:
If TATA is made more affordable then it would win more customers, a
theory which was backed by 72% of the respondents.
15% and 13% respectively want cheaper spare parts and more service
stations.

8.ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE TOYOTA OR

TATA THE BEST CAR?
(I)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK
MAKE IT MORE FUTURISTIC

15

MAKE IT MORE SPORTY

GIVE IT A RETRO LOOK

GIVE IT A CONCEPT CAR LOOK

53

WHAT SHOULD BE DONE TO MAKE

TATA THE BEST CAR
MAKE IT MORE
FUTURISTIC

15

MAKE IT MORE
SPORTY

10

GIVE IT A RETRO
LOOK

60

15

GIVE IT A
CONCEPT CAR
LOOK

INFERENCE:
To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.
15% of the respondents thought it should be made more sporty.

10% wanted it to have a retro look and 15% wanted to give it a concept car
look.

9.ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?

(I)HAPPY

HAPPY
UNHAPPY

(ii) UNHAPPY

21
4

54

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY TATA

15%
HAPPY
UNHAPPY

85%
INFERENCE:
Overall 85% happy with the after sales service provided by TATA.
15% were unhappy with TATA due to poor after sales services provided by
them.

10.. YOUR'S CAR PARTS ARE AVAILABLE EVERYWHERE?

(I) YES

YES
NO

(II)

NO

23
2

55

INFERENCE:
Overall 90% says yes.
10% say no.
11.YOURS CAR PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

56

(I) YES

(II) NO

YES
NO

20
5

INFERENCE:
Overall 80% says yes.
20% say no.

12. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR ?

(I)YES

YES
NO

(II) NO

15
10

57

INFERENCE:
Overall 60% says yes.
40% say no.

13.IF GIVEN A CHOICE FOR NEXT CAR TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?
(i) TATA

(ii) MAHINDRA

TATA
MAHINDRA

3
22

INFERENCE:
Overall 90% says MAHINDRA.
10% say TATA

58

14.ARE YOU HAPPY WITH YOUR CAR COMPANYS CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY
(ii) UNHAPPY

HAPPY

20

UNHAPPY

INFERENCE:
Overall 80% are happy.

20% are unhappy

WHEN THE ANSWER IS MAHINDRA CAR

1.HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY SELECTED

CAR ?
59

(i)SATISFIED

(ii) DISSATISFIED

SATISFIED
DISSATISFIED

12
3

INFERENCE:
83% of the Respondents were satisfied with their cars and the services of
MAHINDRA
However 17% of the Respondents were dissatisfied at the same time.

2.WHERE

DO YOU

MANAGE TO FIND

SELECTED CAR COMPANY ?

(I)DEALERS
(iii)T.V.

(ii) PRINT MEDIA

(iv)INTERNET

DEALERS

PRINT MEDIA

T.V.

3
60

INFORMATION ABOUT THE

INTERNET

INFORMATION ABOUT MAHINDRA

12%

DEALERS

20%

PRINT MEDIA
T.V.

55%

INTERNET

13%

INFERENCE:
Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.
Rest 25% was shared by T.V. and Dealers for providing the information.

3.DO YOU THINK YOUR CAR HAS THE MOST FUEL EFFICIENCY ?
(I)YES

(ii) NO

YES

12

NO

61

FUEL EFFICIENCY OF
100
80
60
40
20
0

MAHINDRA

78%

22%

YES

NO

INFERENCE:
78% of the respondents felt that Toyota has the most fuel efficiency.
While 22% felt it isnt the most fuel efficient.

4.HOW DO YOU FIND THE FEATURES OF YOUR CAR AS COMPARED TO

OTHER CARS?
(I)GOOD
(iii)NOT SO GOOD

(ii) VERY GOOD

(IV) SATISFACTORY

GOOD

10

VERY GOOD

NOT SO GOOD

SATISFACTORY

62

FEATURES OF MAHINDRA
12%
8%

GOOD
VERY GOOD
NOT SO GOOD
SATISFACTORY

10%

70%

INFERENCE:

70% of the respondents felt that the features of the MAHINDRA are good.

While 8% of respondents thought it was not so good, 10% thought it was very good
and 12% felt satisfactory about the features.

5.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR

CAR ?
(I)HANDLING
(iii)DESIGN

(ii) FUEL EFFICIENCY

(iv) COMFORT

HANDLING

FUEL EFFICIENCY

DESIGN

COMFORT

63

FEATURES THAT BEST

DESCRIBES MAHINDRA
38%

40

29%

30
18%

15%

20
10
0

HANDLING

FUEL
EFFICIENCY

DESIGN

COMFORT

INFERENCE:
Toyota is best known for its design & comfort.
Then comes Handling and Fuel Efficiency.

6.HOW DO YOU FIND THE INTERIORS OF YOUR CAR ?

(I)GOOD
(iii)SATISFACTORY

(ii) VERY GOOD

(IV) NOT SO GOOD

GOOD

11

VERY GOOD

SATISFACTORY

NOT SO GOOD

64

INTERIORS OF MAHINDRA
7%
3%

GOOD

16%

VERY GOOD
NOT SO GOOD
SATISFACTORY

74%

INFERENCE:

The interiors of MAHINDRA are very good according to 74% of the respondents.

16% said it was very good, 7% said it was satisfactory and 3% felt it was not so
good.

7.ACCORDING TO YOU WHAT SHOULD BE DONE TO

COMPANY ?
(I) MAKE IT MORE AFFORDABLE
(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS

MAKE IT MORE AFFORDABLE

10

CHEAPER SPARE PARTS

MORE SERVICE STATIONS

65

IMPROVE YOUR CAR

WHAT SHOULD BE DONE TO

IMPROVE MAHINDRA

13%

MAKE IT MORE
AFFORDABLE

15%
72%

CHEAPER SPARE
PARTS
MORE SERVICE
STATIONS

INFERENCE:
If Toyota is made more affordable then it would win more customers, a
theory which was backed by 72% of the respondents.
15% and 13% respectively want cheaper spare parts and more service
stations.

8.ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MAHINDRA

OR TATA THE BEST CAR?
(I)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK
MAKE IT MORE FUTURISTIC

MAKE IT MORE SPORTY

GIVE IT A RETRO LOOK

GIVE IT A CONCEPT CAR LOOK

66

WHAT SHOULD BE DONE TO MAKE

MAHINDRA THE BEST CAR
MAKE IT MORE
FUTURISTIC

15

MAKE IT MORE
SPORTY

10

GIVE IT A RETRO
LOOK

60

15

GIVE IT A
CONCEPT CAR
LOOK

INFERENCE:

To make it the best car in its class it should be made more futuristic which
was felt by 60% of the respondents.
15% of the respondents thought it should be made more sporty.
10% wanted it to have a retro look and 15% wanted to give it a concept car
look.

9.ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?

(I)HAPPY

(ii) UNHAPPY

67

HAPPY
UNHAPPY

13
2

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY MAHINDRA

15%
HAPPY
UNHAPPY

85%

INFERENCE:
Overall 85% happy with the after sales service provided by Toyota.
15% were unhappy with MAHINDRA due to poor after sales services
provided by them.

10.. YOUR'S CAR PARTS ARE AVAILABLE EVERYWHERE?

(I) YES

YES
NO

(II)

NO

12
3

68

INFERENCE:
Overall 80% says yes.
20% say no.

11.YOURS CAR PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

(I) YES

(II) NO

YES
NO

6
9

69

INFERENCE:
Overall 40% says yes.
60% say no.

12. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR ?

(I)YES
YES
NO
55

(II) NO
5
10

70

INFERENCE:
Overall 30% says yes.
70% say no.

13.IF GIVEN A CHOICE FOR NEXT CAR TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?
(i) MAHINDRA

MAHINDRA
TATA

(ii) TATA

13
2

71

INFERENCE:

Overall 90% says MAHINDRA.

10% say TATA.

14.ARE YOU HAPPY WITH YOUR CAR COMPANYS CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY
(ii) UNHAPPY
HAPPY

UNHAPPY

INFERENCE:
Overall 80% are happy.
20% are unhappy.

72

Chapter 4

73

CONCLUSIONS AND
RECOMMENDATIO
N

CONCLUSIONS

Tata Motors is number three in passenger car market after maruti-suzuki & hyundai.

All model and colors of Tatas car is available in showroom.

74

TATA motors ltd always offer test drive to every customer and discount offer.

According to sample tata motors are providing better safety than other cars manufacture.

Majority of sample think that price of Tatas car parts are not available everywhere, and it
is costly than other car parts

Fuel mileage of Tata car is good, but not better.

Out of the samples, people are highly convinced that TATA MOTORS will yield them
better results

Customers were educated by me, about fuel efficient cars by Tata Motors.

Making the decision to capture the rural market. by introducing tata nano is giving better
result.

Mahindra should launch more models of SsangYong in India.

Both Tata and Mahindra should conduct market survey in Indian market for quails in
order to know the perception of Indian consumers.

Mahindra should adopt an offensive marketing strategy for entering in the small car
segment. This market is dominated by Maruti Suzuki and Hyundai in the Indian domestic
auto market.

Initiative to improve communication with its dealers.

It took aggressive measures to attract youngsters to its prod ucts.

It stopped supplying similar models to such dealers whose outlets were located too close

to each other to avoid unnecessary price competition.

It decided to take strict stance with those dealers who failed to meet target.
It embarked on an aggressive restructuring exercise.

future models and also allowed people to design their own cars.
As part of making the companys dealer outlets more appealing to young buyers,

the
It focused on streamlining and reducing its workforce and decided to hire contract
75

RCOMMENDATIONS
1. Tata Motors should improve its after sale services.
2. MAHINDRA should spend more on advertisement.
3. Tata Motors should open more service stations.
4. Mahindra should launch more models of SsangYong in India.
5. Tata Motors should provide spare parts at more reasonable rates.
6. Improving the marketing Strategies
7. More test drives should be offered by both the companies.

BIBLIOGRAPHY

BOOKS

Kotler Philip & Lane Kevin Marketing Management (13th Edition)

Kothari C.R.Research Methodology (second revised edition)
Gupta & Gupta Business Statistics (16th Edition)

76

Shiffman L.G. & Kanuk L.L. Consumer Behavior (8th Edition) PHI, Delhi,

1994
The motor show magazine (2014)
Carzone magazine (2014)
NDTV auto expo 2013 report.

INTERNET

www.tata.com

www.tatamotors.com

Google search engine

http://www.mahindra.com/What-We-Do/Automotive

www.carwale.com

http://www.tatamotors.com/our_world/press_releases.php?ID=500&action=Pull

www.thehindubusinessline.com

ANNEXURE

1. DO YOU OWN A CAR?

(i)YES
(ii) NO
IF YES, THEN WHICH ONE?
(i) MAHINDRA
(ii) TATA
77

2. HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY SELECTED

CAR ?
(i)SATISFIED

(ii) DISSATISFIED

3.ARE YOU HAPPY WITH YOUR CAR COMPANYS CHARGES AND

TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY

(ii) UNHAPPY

4.IF GIVEN A CHOICE FOR NEXT CAR TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?
(i) MAHINDRA
(ii) TATA
5.WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT THE
SELECTED CAR COMPANY ?
(I)DEALERS
(ii) PRINT MEDIA
(iii)T.V.
(iv)INTERNET
6.DO YOU THINK YOUR CAR HAS THE MOST FUEL EFFICIENCY ?
(I)YES

(ii) NO

7.HOW DO YOU FIND THE FEATURES OF YOUR CAR AS COMPARED TO

OTHER CARS?
(I)GOOD
(iii)NOT SO GOOD

(ii) VERY GOOD

(IV) SATISFACTORY

8.WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES YOUR

CAR ?
(I)HANDLING
(iii)DESIGN

(ii) FUEL EFFICIENCY

(iv) COMFORT

9.HOW DO YOU FIND THE INTERIORS OF YOUR CAR ?

(I)GOOD
(iii)SATISFACTORY

(ii) VERY GOOD

(IV) NOT SO GOOD

78

10. ACCORDING TO YOU WHAT SHOULD BE DONE TO

IMPROVE YOUR

CAR COMPANY ?
(I) MAKE IT MORE AFFORDABLE
(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS
11. ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MAHINDRA OR
TATA THE BEST CAR?
(I)MAKE IT MORE FUTURISTIC
(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

12. ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED ?
(I)HAPPY

(ii) UNHAPPY

13. MY FRIENDS AND RELATIVES DRIVE THE SAME CAR ?

(I)YES

(II) NO

14. YOUR'S CAR PARTS ARE AVAILABLE EVERYWHERE?

(I) YES

(II)

NO

15.YOURS CAR PARTS ARE AVAILABLE AT VERY REASONABLE PRICE?

(I) YES

(II) NO

79

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