A PROJECT REPORT

ON
MAHINDRA AND MAHINDRA

PRESENTED BY:
ORNELA DEB
POULAMI GHOSH
SHEIKH MANIRUL ISLAM
ARGHYA SENGUPTA





INTRODUCTION :
Mahindra and Mahindra Limited (M&M) is an Indian multinational
automobilemanufacturing 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 was ranked as the 10
th
most trusted brand in India by THE BRAND
TRUST REPORT,India study in 2014.It was ranked 21
st
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
license 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 is a key
player in the utility vehicle manufacturing and branding sectors in
India automobile industry with its flagship UV Scorpio and uses
Indias growing global market presence in both the automotive and
farming industries to push its products in other countries.
SEGMENTATION :

The business area of the company spreads to:

Automobiles The company manufactures & markets utility
vehicles, light commercial vehicles that includes three wheeler
vehicles,namely; Scorpio, Bolero, Champion and many more.The
company also exports its products to several countries in Europe,
Africa, South America, South Asia and the Middle East.M&M has a tie
up with Renault for production & marketing of Logan.Mahindra
International is into producing trucks and buses.The company has
entered into a joint venture with Navister for production of diesel
engines & trucks.
M&M has a controlling stake in Mahindra Reva Electric Vehicles.It
also gained a controlling stake in South Koreas Ssang Yong Motor
Company.

Farm equipment- M&Ms farm equipment segment has presence
in six continents and has a worldwide network of 800 dealers.Its total
combined production capacity is 1,50,000 tractors a year from
countries like India, USA, China and Australia.The company is also
anto agri business.

Military Defense- 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.It also maintains a joint
venture with BAE Systems, Defence Land Systems India.

Trade,Retail & Finance- Mahindra Intertrade Division provides
steel & steel related services.It offers raw materials, metals, ferro
alloys, etc.It also processes Cold Rolled Non Grain Oriented (CRNGO)
steels that are required for transformers and compressors.Mahindra
Retails is into distribution business and has tie up with big names like
Lego, Disney, Mattel and others.Mahindra Finance is into financing of
tractors and other vehicles and is also into insurance broking.

Infrastructure- M&M also entered infrastructure development
that operates in real estates,SEZs,hospitality, project engineering and
design.Under this it has created Mahindra Holiday & Resorts,
Mahindra Lifespaces & Mahindra World City.

Information Technology- Tech Mahindra provides solution and
services tob telecommunication majors namely Alcatel,
Ericsson,Convergys and O2,among others.It is also into business
process and technology consulting services through Bristle.

Systech- It is into supply of automotive components.It produces
forged and forged/machined components, gears and composities.

OBJECTIVES OF THE STUDY :
The study has been taken to analyze the customer satisfaction
towards all variant of Mahindra & Mahindra automobiles,the other
objectives are :
To know the customer perception about features, low
maintenance cost, and looks of Mahindra & Mahindra motors.
To know the customer satisfaction about the safety and
comfortable vehicles of M&M.
To provide suggestions in improving the customer satisfaction
and the companys sales and profitability

RESEARCH METHODOLOGY:
A research process consists of stages or steps that guide the project
from its conception through the final analysis, recommendation and
ultimate action.The research process provides a systematic, planned
approach to the research project and ensures that all aspects of the
project report are consistent with each other.

The process includes:
Determination of information related to research.
Development of appropriate research designs.
Execution of research design.
Communication of results.

SOURCES OF DATA:
Primary data
Secondary data

Primary data- New data gathered to help solve the problem at
hand.qualitative and 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.This is
contrasted to secondary data which entails te use of data gathered
by someone other than the researcher information that is obtained
directly from first hand source 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
report, trade publications and subscription services.Information
compiled inside or outside the organization for some purpose other
than current investigation.Researching information which has
already been published.
Secondary source of data used consists of books and
websites.

SWOT ANALYSIS:
Strength:
People are having trust in the brand name Mahindra Motors.
Numbers of authorize service station is in good number than
that of competitors.
Products is based on M-HAEK and CRD engine which are
successfully running on roads.
Safer than tata products.
The size of fuel cylinder is large.
Strong relationship with dealer
Most of the market is credit driven so easy finance provided by
Mahindra motors (Mahindra finance) itself and others is an
edge over competitors
More spacious than tata products.


Weaknesses:
Dealers are selling vehicles at different prices at single city.
Maintenance cost is high.
Vehicle is out of the reach middle class because initial of
Mahindra sports utility is above 4 lakhs.
Type of MRF is not having a very good claim processing
system.Claim processing is carried out twice a week.
Rising cost of raw materials resulting in law
margins.therefore discounts cannot be offered.
Opportunities:
Standard of living of country people are improving day by
day because of increasing per capita income so there is a
chance of spreading the business in every nook corner of
the city.
improving road infrastructure.

Threats:
Demand contraction due to market upheaval.
Strong presence of competitors products.
Rising fuel price.


METHODS TO BE USED FOR DATA COLLECTION:
Questionnaire

1) Do you own a sporty vehicles?
a. Yes
b. No
2) Customer opinion towards fuel consumption?
a. Extremely satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
3) Customer opinion towards safety and comfort?
a. Extremely satisfied
b. Satisfied
c. Neither satisfied nor dissatisfied
d. Dissatisfied
4) Are you aware about power stearing in bolero?
a. Yes
b. No
5) Customer satisfaction towards maintenance of Mahindra
vehicles?
a. Extremely satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
6) Customer satisfaction towards safety and comfort?
a. Extremely satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
7) Customer perception towards Mahindra?
a. Very good
b. Good
c. Poor
d. Neutral
8) Customer satisfaction towards design?
a. Extremely satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
9) Customer satisfaction towards shades availability?
a. Extremely satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
10) Do you want to give any suggestion about any change in
the Mahindra & Mahindra Motors?






FINDINGS AND SUGGESTIONS:
Most of the people are satisfied with the low maintenance cost
and after sales service by Mahindra ltd.
Based on fuel consumption,most of the people are satisfied
with it.
Based on safety and comfort, design, space, most of the people
are satisfied with it
Customers are interested to see Mahindra motors in many
more shades.
Customers recommended to launch vehicle of low cost.




CONCLUSION:
Mahindra & Mahindra is a leading company in India. The company is
offering good services, which is reflected on the satisfaction of the
customer.
Majority of customers are satisfied with the design and providing
better facilities compared with other brand.
Company need to improve in some aspects as needed by customer.
The brand is well known by majority of population.
M&M need to launch vehicle of low price so that people from all
sector can afford it. Tata nano by Tata motors is such an example.
Overall the customer is happy with the brand and company is in era
of development.