INDUSTRIAL TRA iG AT MAHINDRA & MAHINDRA. A Project Report submitted in partial fulfilment for the award of the Degree of Bachelor of Technology in Department of Mechanical Engineering by Yogesh Kumar 020712072 Under the supervision of Mr. Rakesh Kumar Assistant Professor JAGANNATH UNIVERSITY Department of Mechanical Engineering JaganNath University Jaipur Jan-July 2016Candidate Declaration 1,Yogesh Kumar hereby declare that the work presented in this report entitled* INDUSTRIAL TRAINING AT MAHINDRA & MAHINDRA” in partial fulfillment of the requirements for the award of Degree of Bachelor of Technology, submitted in the Department of Mechanical Engineering at JaganNath University, Jaipur, is an authentic record of my own work under the supervision of Mr. Rakesh Kumar. Lalso declare that the work embodied in the present project report is my original work/extension of the existing work and has not been copied from any Journal/thesis/book, and has not been submitted by me for any other Degree/Diploma. (Yogesh Kumar) Enrolment No. 020712072 Date: 2 June 2016Certificate of the Supervisor This is to certify that the project report entitled “ INDUSTRIAL TRAINING AT MAHINDRA & MAHINDRA’submitted by Yogesh Kumar for the award of Degree of Bachelor of Technology in the Department of Mechanical Engineeringof JaganNath University, Jaipur, is a record of authentic work carried out by him/her under my/our supervision. The matter embodied in this project report is the original work of the candidate and has not been submittedfor the award of any other degree or diploma.It is further certified that he/she has worked with me/us for the required period in the Department of Mechanical Engineering, JaganNath University, Jaipur. Mr. Rakesh Kumar Date: 2 June 2016Acknowledgements I would like to express my sincere gratitude to my project guide& professor “ Dr. M.P.Singh [H.O.D.]” for giving me the opportunity to work on this topic. It would never be possible for us to take this project to this level without his innovative ideas and his relentless support and encouragement. Yogesh Kumar 1204072CONTENT Chapter 1 INTRODUCTION L.1- Introduction 1.2- Introduction of automobile industry 1.3- Objective of the study 1.4- Company profile 1.5- Milestone of company 1.6- Product Profile Chapter 2: Dealer Profile 2.1- Overview 2.2- Promotional activity 2.3- Product Available at Morani fourwheels 2.4- SWOT Analysis Chapter 3:Research Methodology 3.1- Introduction 3.2- Research Design 3.3- Research Profile 3.4- Exploratory Research 3.5- Descriptive Research Chapter 4: Data Intrepretation Chapter 5: Recommendation & Conclusion References 10 4 15 2 27 4B 45 46 51 53 53 54 54 56 60 n 74ABSTRACT 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 far in 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 magazines and other reliable sources. Primary data was collected through a well- framed questionnaire, of which later a detailed analysis was done using various statistical I.T. 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.CHAPTER- 1 1.1 INTRODUCTION 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 ing a lot of importance in the present day. S gi 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 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, lot of carmanufacturers company facing cut throat compet n in the fields of technology and price, 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 afier sales service to customer. 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. 1.2 INTRODUCTION OF AUTOMOBILE INDUSTRY The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was. used for transportation in India, In the beginning of 15th century, Portuguese arrived in China and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine-powered vehicle was created. Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was 10followed by Henry Ford’s first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood, and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed- steel wheels, and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-cylinder engine and an aluminum body. The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that suited more to the needs of families. In 1930s, vehicles were less boxy and more streamlined than their predecessor was. The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300SL. It was built on compact and stylized lines, and was capable of 230 kmph, This was the Indian automobile history, and today modern cars are generally light, aerodynamically shaped, and compact. 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. el car. General Hyundai will also be unmasking the Verna and a brand new Motors will be launching a mi ind may be a compact car. Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakh units per annum for an ainvestment of Rs 6,500 Crore (Rs 3,200 Crore for diese! engines and Rs 2,718 Crore for 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 and Toyota announced modest expansion plans even as Honda Siel has earmarked Rs 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 and Tata Motors have each announced well over Rs 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. Industry performance in 2008-09 The Indian automotive market managed to stand up to the vagaries of the economic meltdown to show slightly growth during fiscal 2015-16. Overall vehicle sales at 97.23 lakh grew 0.71 per cent from 96.54 lakh units in 2014-15. When major automotive markets reported a 30-40 per cent decline, only a handful of countries managed to show growth. A few months ago, India was looking at negative growth but has tumed 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 per cent growth for the commercial vehicle segment, the industry body predicts a 3-5 per cent 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. 2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 carmakers 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 per cent 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 per cent 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 at 17,341 units and Force Motors was down 28 per cent 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 to 74.38 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 per cent to 12.86 lakh 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 31.3 OBJECTIVES OF THE STUDY. The study has been under taken to analyze the customer satisfaction towards all variant of Mahindra Motors in Jaipur (Rajasthan) with a special reference to the M&M motors, the other objectives are: © To gather information about customer satisfaction toward Mahindra and Mahindra Motors in the geographic region of Jaipur (Rajasthan). * To know the customer perception about features, low maintenance cost and looks of Mahindra and Mahindra Motors. ‘© To know the customer satisfaction about the safety and comfortable Vechiles of Mahindra and Mahindra «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. 41.4 COMPANY PROFILE HSTORY OF MAHINDRA & MAHINDRA AUTOMOTIVE Mahindra & Mahindra (M&M) was established in 1945 as Mahindra & Mohammed. Later on, after the partition of India, one of the partners - Ghulam Mohammad - retumed to Pakistan, where he became Finance Minister. As a result, the company was renamed to Mahindra & Mahindra in 1948. M&M started its operation as a manufacturer of general-purpose utility vehicles. It assembled CKD jeeps in 1949. Over the passing years, the company expanded its business and started manufacturing light commercial vehicles (LCVs) and agricultural tractors. Apart from agricultural tractors and LCVs, Mahindra & Mahindra also showed its 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 Renault SA, International Truck and Engine Corporation, USA, in order to mark its global presence. 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), Mahindra USA Ine., Mahindra South Africa and Mahindra (China) Tractor Co. Lid. 15At the same time, M&M managed to be the largest manufacturer of tractors in India, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger car segment in India, with the manufacture of Logan (mid-size sedan) in April 2007, under the Mahindra Renault collaboration, Soon afier the considerable success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its. SUV PRODUCT OF MAHINDRA AND MAINDRA MAHINDRA BOLERO Mahindra Bolero is one of the most successfill and popular utility vehicle of the Mahindra and Mahindra Group. The car is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads Mahindra Bolero is also among the best fuel-efficient cars of India as the manufacturer has equipped it with a 2500 ce diesel engine withS- speed transmission, MAHINDRA CORPIO Mahindra & Mahindra Limited launched Mahindra Scorpio as its first Sports Utility Vehicle in India in 2002. This SUV has redefined the expectations for the design of SUVs with its sturdy looks and powerful performance, the sophisticated interior design adds to the further glory to the appearance. MAHINDRAINGENIO Mahindra & Mahindra is planning to launch a new multi-purpose vehicle (MPV) to 16take on the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments, Mahindra has currently named the project Ingenio. The vehicle is expected to hit the market in2009 MAHINDRA RENAULT LOGAN Much awaited Mahindra-Renault Logan has been launched in India, This compact sedan is a spacious, practical and affordable vehicle. The outlook of Logan is impressive and the basic version is a value for money, however the top-end versions are a bit high on price. The prominent feature of this car is its performance, interiors and economy. MAHINDRA XYLO Mahindra & Mahindra Limited launched their latest Multi Utility Vehicle (MUV) “Xylo” in India on January 13, 2009. The car boasts of having all the luxurious features that are seen in today’s sedans, with the ample space of a utility vehicle. Xylo's muscular stance contributes to its commanding road presence. Fully packed with the latest features, the MUV is sure to impress Indian consumers and provide a stiff competition to the other vehicles within its class. Performance Of Mahindra XYLO Under the hood of Mahindra Xylo lies a 4-cylinder turbocharged, mEagle diesel engine, which generates a power of 112bhp @ 3800 rpm and a peak torque of 24 kgm @ 1800-3000 rpm. The powerful engine is developed on the NEF CRDe platform and is mated to 5-gears manual transmission. The car accelerates from rest to 60 knv/h in Just 5.8 seconds. v7MILSTONE, AWARDS AND ACCOLADES M&M’s 61st year was studded with a number of noteworthy achievements, prestigious prizes and glittering awards. DUAL HONOURS FOR 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 IBS Kolkata Lifetime Achievement 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, SLE) )F HONOURS FOR MR. ANAI 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 by Business Standard and ITM Business School in association with Times Now and DNA 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. 18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 2006 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. | 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 Fourth Amity Global HR Summit 2007 held at the Amity Intemational Business School, Noida. The Amity HR Excellence Award recognized Mahindra as one the most admired companies across the global on account of its innovative strategies for Human Resources Management and Development. 19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 in Mumbai. These awards recognize organizations and individuals who have embraced change, encouraged constructive challenges and demonstrated entrepreneurial skills in the corporate world. M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN AWARD 2014-15 M&M was presented with the coveted Bombay Chamber Good Corporate Citizen Award 2014-15 at a glittering ceremony held to celebrate the Chamber's 172nd Foundation Day on September 21, 2015. 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 organizations by way of service to the civie community, in addition to outstanding operational performance. 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 GOVERNANCI CORPORATE Mahindra & Mahindra won the coveted Golden Peacock Award for Excellence in Corporate Governance 2006. This award validates the company’s ‘Best-in-Class’ corporate governance practices and reflects its transparent and ethical dealings with stakeholders across the entire value chain, It recognizes the Management's commitment to 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. 20BEST AUTOMOTIVE MANU AWARD ACTURING SUPPLY CHAIN EXCELLENCE, 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 211.5 MILESTONE OF MAHINDRA AND MAHINDRA YEAR ACHIEVMENTS 1947 In October, the first batch of 75 Utility Vehicles (UVs) imported in CKD condition fiom Willys overland Export Corporation. 1949 | Lease of 11,071 Sq, yards at Mazagaon from British India Steam navigation. The first Willys Overland Jeep built in India at the Assembly Plant , Mazagaon, Bombay (now Mumbai). 1954 1962 Manufacture of Vehicles undertaken in collaboration with Kaiser Jeep Corporation and American Motors Corporation, Indigenous content of Jeep goes up to 70 per cent. To centralise manufacturing operations, 137 acres of land purchased at Kandivli, 221965 FC 150 Petrol Trucks introduced. 1967 | Two wheelers drive Utility Vehicles introduced. The 101" wheel base and Metal Body UVs introduced. Indigenous content goes up by 97 per cent. 1969 |The start of vehicles export. Export of total 1200 UVs along with spare parts to Yugoslavia. Exported also to Ceylon, Singapore, Philippines and Indonesia, 1970 | The contracts to export of 3304 vehicles, mainly to Yugoslavia and Indonesia concluded. 1971 | Separate R&D section set up. 1974 | Maxi miller campaign launched for the conservation of fuel. CJ 4 was introduced with new transmission and axle ratio. Collaboration agreement with Ieep corporation (subsidiary of AMC, Detroit). 231975 FC 260 Diesel light truck and CJ 500 D Diesel was introduced with MD 2350 Diesel Engine. 1979 ‘The Government of India approves in principle, technical collaboration with Peugeot (France) for the manufacture of XDP 4.90 Diesel Engine. 1981 The Nasik Trucks Assembly Plant and Peugeot Engine Assembly Plant at Ghatkopar inaugurated. NC 665 DP Mini Truck rolls out from Nasik Assembly Line. 1983 FJ 460 model was introduced with 4-speed gearbox. Engine plant at Igatpuri formally inaugurated by Mr. Jean Boillot, President of Automobiles Peugeot of France for the manufacture of 25,000 Peugeot and Petrol engines. 1985 The New Mahindra Vehicle-MM 540 was launched in Bombay. NC 640 DP with 4 speed gearbox and Mahindra MM 440 was introduced. 241986 ‘Cl 640 DP Vehicle introduced. 1987 MM 540 DP metal Body Wagonette introduced. 1988 1989 M&M signed a MoU with Hyderabad Allwyn Nissan Limited to form Mahindra Nissan Allwyn Ltd., as its associate company with LCV operations in Andhra Pradesh. The CJ 340 DP model was introduced. M&M and Peugeot announced their tie up for the manufacture of Peugeot 504 pickup truck, BA 10 gearboxes and latest XD 3 diesel engines. M&M acquired automotive pressing unit at Kanhe, from Guest Keen Williams Ltd. 1991 Introduced CI 500 DI model with MDI 2500 A direct injection diesel engines. M&M bags order to export 10,000 CKD kits. Commander range of models: 650 DI, 750 DP/HT were also launched with tremendous market response. 1993 ‘The Mahindra Armada was launched 251995 Mahindra Nissan Allwyn Ltd. (MNAL) was merged with M&M and Zaheerabad LCV operations becoming part of Automotive Sector. FJ series of LCVs were shifted from Nasik to Zaheerabad. Igatpuri Engine Plant received ISO 9002 certificate. 1996 1997 The new LCV model Cabking DI 3150 & Mahindra Classic vehicles were launched. New Commander 5 Door Hard Top introduced. ‘Commercial production of the Ford Escort commenced at Nasik Plant. License & Technical Assistance Agreement signed with Mitsubishi Motors Corporation for Manufacture of SL Body at Zaheerabad (Voyager with XD 3 and BA 10). Kandivli and Nasik plants received ISO 9002 certificate from RW-TUV. 1998 Die shop Inauguration at Nasik Plant 2-8/8/97. Voyager was launched by the Chairman at Zaheerabad Plant on 12/11/97 261.6 PRODUCT PROFILE MAHINDRA*“SCORPIO” MAHINDRA “BOLERO” MAHINDRA “X¥LO” 27MAHINDRA RENAULT “LOGAN”. MAHINDRA “MARSHAL” MAHINDRA “MAXX”, 28BOLERO VARIANTS, Bolero SLX Features and Specification Make Mahindra Model Bolero Variant SLX Body Type SUV No. of Doors 5 Fuel Efficiency: City Mileage 9.4 kmpl Highway Mileage 12.4 kmpl! Fuel Capacity 60 liters Fuel Type Diesel Fuel Grade - Engine Parameters: Displacement 2523ce Bore : Stroke : Cylinder Configuration Valve Gear Operation - 29‘Compression Ratio No. of Valves 8 Aspiration, Turbo Charged Fuel System DI Horse Power 63.12@3200 ps@rpm Torque 180@1440 Nm@rpm_ Steering and Suspension Steering Type Rack and pinion, power assist Power Steering Yes Front Suspension Independent with coil spring Rear Suspension Leaf spring Dimensions: Length 4056 mm Height 1880 mm ‘Width 1660 mm Wheel Base 2680 mm Clearance 200: mm Boot - Front Head Room Min: 60mm Max: 60mm Front Leg Room 30Rear Head Room Min: 60mm Max: 60mm Rear Leg Room Min: 74mm Max: 94mm. Krebs Weight Min: 1615kg Max: 1615 kg Gross Weight Drive Train Type Manual Gears 3 Drive Line RWD Comforts Features AM / FM Radio Present Except AM / FM radio there is no other comfort is provided. Safety: There is no safety feature included in Bolero SLX including antitheft system ete. Feature and Specification BOLERO SLE Make Mahindra Model Bolero Variant SLE 31Body Type ‘SUV ‘Number of Doors 3 Fuel Efficiency: City Mileage 9.5 kmpl Highway Mileage 13.2 kmpl Fuel Capacity 60 liters Fuel Type Diesel Fuel Grade > Engine Parameters: Displacement 2523ce Bore - Stroke > Cylinder Configuration inline i Valve Gear Operation 5 Compression Ratio : No. of Valves 8 Aspiration Turbo Charged Fuel System DI Horse Power {63.12@3200 ps@xpm Torque 180@1440 Nm@rpm 32Steering and Suspension Steering Type Rack and pinion, power assist Power Steering Yes Front Suspension Independent with coil spring Rear Suspension Parabolic Leaf spring Dimensions: Length 4056 mm Height 1880 mm Width 1660 mm Wheel Base 2680 mm Clearance 180 mm Boot - Front Head Room Front Leg Room Rear Head Room Rear Leg Room Krebs weight Min: 1615kg Max: 1615 kg Gross weight 33Drive Train Type Manual Gears 3 Drive Line RWD Comfort Features Yes Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as SLX no safety features are present in the Bolero SLE. BOLERO DIZ Feature and Specification Make Mahindra Model Bolero Variant DIZ Body Type T ‘SUV ‘Number of Doors | 5 34Fuel Efficiency: City Mileage 9.5 kmpl Highway Mileage 13.2 kmpl Fuel Capacity 60 liters Fuel Type Diesel Fuel Grade - Engine Parameters: Displacement 2523¢e Bore Stroke : Cylinder Configuration 4inline Valve Gear Operation - ‘Compression Ratio > No. of Valves 8 ‘Aspiration E | Fuel System DI Horse Power 63.12@3200 ps@rpm Torque 137.5@2000-2500 Nm@rpm 35Steering and Suspension Steering Type Rack and pinion, power assist Power Steering Front Suspension Yes Independent with coil spring & anti roll bar Rear Suspension Parabolic Leaf springs Dimensions: Length 4056 mm Height 1880 mm Width 1815 mm Wheel Base 2680 mm Clearance 200 mm Boot - Front Head Room 5 Front Leg Room Rear Head Room Rear Leg Room - Krebs weight Min: 1613kg Max: 1615 kg Gross weight akg 36Drive Train Type Manual Gears 3 Drive Line RWD This model of Mahindra Bolero do not consist any comfort features and safety features. BOLERO DI Feature and Specification Make Mahindra Model Bolero Variant DI Body Type suv ‘Number of Doors 3 Fuel Efficiency: City Mileage 10.7 kmpl Highway Mileage 12.9 kmpl Fuel Capacity 60 liters Fuel Type Diesel Fuel Grade - Engine Parameters: 37Displacement 2523ce Bore : Stroke - Cylinder Configuration Finline Valve Gear Operation : Compression Ratio > No, of Valves 8 Aspiration Turbo Charged Fuel System DI Horse Power 63.08@3200 ps@rpm Torque 180@1440 Nm@rpm Steering and Suspension Steering Type Rack and pinion, power assist Power Steering No Front Suspension Independent with coil spring Rear Suspension Leaf springsDimensions: Length 4260 mm Height 1810 mm Width 1815 mm Wheel Base 2680 mm Clearance 183. mm Boot - Front Head Room Min: 60mm Max: 60mm Front Leg Room Rear Head Room Min: 60mm Max: 60mm Rear Leg Room Min: 74mm Max: 94mm, Krebs weight Min: 1615kg Max: 1615 kg Gross weight 5 Drive Train Type Manual Gears 3 Drive Line RWD Comfort Features ‘Air-Conditioning Yes 39Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as SLX no safety features are present in the Bolero SLE. BOLERO DI PLUS Feature and Specification Make Mahindra Model Bolero Variant Plus Body Type suv Number of Doors 3 Fuel Efficiency: City Mileage 9.4 kmpl Highway Mileage 13.1 kmpl Fuel Capacity 60 litre Fuel Type Diesel Fuel Grade > Engine Parameters: Displacement 2523ce Bore E Stroke >Cylinder Configuration inline Valve Gear Operation Compression Ratio > No. of Valves 8 Aspiration Turbo Charged Fuel System Direct Injection Horse Power 63.08@3200 ps@rpm Torque 180@1440-1550 Nm@rpm Steering and Suspension Steering Type Rack and pinion, power assist Power Steering No Front Suspension Independent with coil spring & anti roll bar Rear Suspension Parabolic Leaf springs Dimensions: Length 4440 mm Height 1977 mm Width 1660 mm Wheel Base 2794 mm Clearance 195 mm aLBoot . Front Head Room - Front Leg Room - Rear Head Room - Rear Leg Room Min: 74mm Max: 94mm_ Krebs weight Min: 1613kg Max: 1615 kg Gross weight - Drive Train Type Manual Gears 3 Drive Line RWD Comfort Features Air-Conditioning Yes Except Air conditioning, no other comfort features are present in the Bolero SLE. Same as SLX no safety features are present in the Bolero SLE 42CHAPTER - 2 DEALER PROFILE 2.1 Overview Our Distinction: This is one of the largest authorized dealers for Mahindra & Mahindra Automotives. Record sales in the first year of operation. Partners in Progress: We are the preferred partners of M&M automotives, chiefly due to our successful sales record and quality. Our facilities have remained unsurpassed, as we strive everyday to better our self. Commanding Presence: Morani Fourwheels as a centralized air-conditioned showroom of M&M automotives it kind in Rajasthan, spread gracefully and decorated elegantly over an impressive 8100 sq.ft at Jaipur, Being equipped with affable front office staff and adept professional technicians, Provide a perfect of quality Service and Reliability. 43Space Friendly: The interiors are aimed at making you feel completely at ease, In luxury. Because for us the customer is king, one who deserves a regal offering. The setting is apt for times, when you need to switch into a relaxed state of mind. Technology to Stay Ahead: We are equipped with the latest technological advancement in the industry, in order to give the best of services when it matters. Not just to be part of, But to build the future, is our motto. Ambience the Exude Relaxation: Ours is one of the few service centers to be equipped with a fully-fledged customer- waiting lounge. A part from a television and pool table, it had a wed kiosk to keep u connected all the time. Service with Commitment: Our dedicated team of mechanical specialty offers expert treatment for your vehicle. We ensure consistency in performance each time, without fail. Attention to Details: We provide genius spare parts and accessories to ensure exceptional performance, Every single aspect related to your vehicle is taken care of at our premises. Dealing Made Convenient It is a part of our commitment policy to give advantage to the customer at every juncture. We offer assistance of every kind at our premises itself, which makes it a one stop facility. Expert Guidance at Every Step: Our sales team gives utmost priority to your satisfaction, When you need help to make the right choice, it is ensured that the result is beyond your expectations. Thus making it a point that you get the best in both luxury and comfort always.Models: Mahindra & Mahindra has been launching various type of MUVs and cars from the year of 1945, keeping in mind the quality, design, driving, comfort, fuel efficiency, and service and resale value. These from a formidable force that gives our customers the pride and the joy of value forever. What drives M&M is © Commitment © Leadership * Any an eye for appropriate technology. Since 1945, when M&M first began manufacturing MUVs & LCVs, M&M have been engaged in a single-minded endeavor to bring you cars that only state-o je-art, but are also some fthe most environment-friendly vehicles in this world-a reflection of our commitment and care, for better environment. At the heart of every M&M is a unique engineering and an optimal mix of power and economy. All this is supported by M&M nation — wide dealership network and automated workshop that provide excellent after sale service The company has constantly exploring new opportunity to define the shape to tomorrow’s driving technology. 2.2 Promotional Acti The promotional activities adopted by Morani Fourwheels are © Test Driving © Free Driving © Hoarding * Discounts * Advertisement in Newspaper and magazines © Gift Schemes 45«Free Services * Mileage Contents Promotional expenses have been borne by both Morani Fourwheels and M&M, shares in advertisement cost. Service Offered: Six Service and paid service after sale of Cars. Free checkups campaigns ance through bank © Demonstration for new products Acceptance of warranty claims Working Time in Morani Fourwheel: Working hours in Morani Fourwheels are 12 hours per day starting from 9:30 am to 9:30pm with one-hour break for lunch and 15 minutes for evening tea and coffee. 2.3 PRODUCT AVAILABLE AT MORANI FOURWHEELS : Morani Fourwheels has franchise of M&M Company. M&M Company manufacturer various types of MUVs and LCVs. These are: 46MAHINDRA “X¥LO” XYLO VARIANTS EX-SHOWROOM PRICE E2 (BASE VERSION) 6,56,824 4 (LOWER VERSION) 7,04,283 E6 (SPORTZ VERSION) 7,74, 973, E8 (TOP VERSION ) 810,312 a7MAHINDRA “SCORPIO” SCORPIO VARIANTS EX- SHOWROOM PRICE SCORPIO M2D1 6,92,873 SCORPIO Lx mHawk 7,37,737 SCORPIO Sle mHawk 8,37,705 SCORPIO Vix mHawk 9,38,638 SCORPIO Vie mHawk 10,18,427 MAHINDRA “BOLERO” BOLERO VARIANTS EX-SHOWROOM PRICELOGAN GLSX 1.6 5,95,292 LOGAN DLE 1.5 5,97,605 LOGAN DLX 1.5 6,40,791 LOGAN DLS 1.5 6,86,631 LOGAN DLSX 1.5 7,06,195 LOGAN GLX 1.4 EDGE 5,41,752 LOGAN GLSX 1.6 EDGE 6,27,378 LOGAN DLX 1.5 EDGE 6,72,850 LOGAN DLS 1.5 EDGE 7,20,204 LOGAN DLSX 1.5 EDGE 7,39,787 50BOLERO DI 4,93738 (WHITE), 5,05,738 (SILVER) BOLERO SLE 5,60,519 BOLERO SLX 6,12,820 BOLERO PICKUP 4,56,983 MAHINDRA RENAULT “LOGAN” LOGAN VARIANTS, EX-SHOWROOM PRICE LOGAN GLE 1.4 484,471 LOGAN GLX 1.4 5,09,696 LOGAN GLX 1.6 5,47, 169 LOGAN GLS 1.6 5,75,727 492.4 SWOT ANALYSIS Strength: (a) Trust people are having in the brand name Mahindra motors. (b) Strong relationship with dealers (©) Number of authorize service station is in good number than that of competitors (d) Product is based on M-HAEK and CRD engine which are successfully running on roads. (c) Most of the market is credit driven so easy finance provided by Mahindra motors (Mahindra finance) itself and others is an edge over competitors. (8 Stylish when compared to Tata product. (g) More spacious than Tata product. (h) Safer than Tata product. (i) The size of fuel cylinder is large. Therefore to go number of times to a petrol pump for filing, Weaknesses: (a) Dealers are selling vehicles at different prices in a singal city. (b) Changing of original parts by a dealers (c) Type of MRF is not having a very good claim processing system, Claim processing is carried out only twice a week. (d) Average is less than that of tata product. (e) Maintenance cost is high, (0) Vehicle is out of the reach middle class because initial of Mahindra sports ut v is above 4 lakhs. (g) Rising cost of raw materials resulting in law margins. Therefore discounts cant be offered 51Opportunities: (a) Improving road infrastructure, (b) Standard of living of country people are improving day by day because of increasing per capita income so there is a chance ofspreading the business in every nook corner of the city. (©) Lenient norms for generation of permits. ‘Threats: (a) Demand contraction due to marketupheaval (b) Strong presence of TaTa product maruti product 52Chapter — 3 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. 3.1 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. 3.2 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 53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. (3.3 RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis Ithas 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 3.4 EXPLORATORY RESEARCH The method I used for exploratory research was * Primary Data * Secondary data 3.4.1 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 sa