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8/13/2019 Drive Chain

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An Overview

Mahindra & Mahindra dates back to 1947.

It is one of the major automotive company of India.

They initially had collaboration with Willys OverlandCorporation to import and assemble jeeps in India.

They are the market leaders in the utility vehiclessegment.

They are also a major player in the tractormanufacturing segment as well.

Mahindra & Mahindra Ltd. are the only sole Indiancompany to be a part of the top five tractormanufacturing companies in the world.


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Profile

Mahindra & Mahindra (M&M) was established in 1945 as Mahindra &

Mohammed. Later on, after the partition of India, one of the partners -

Ghulam Mohammad - returned 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.

Apart from agricultural tractors and LCVs, Mahindra & Mahindra also

showed its dexterity in manufacturing army vehicles.

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


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Vision and Mission

VISION:

`We dont have a group-widemission statement. Our core purpose iswhat makes all of us want to get up and

come to work in the morning-Anand Mahindra

MISSION:

To create India's largest automobileand automobile-related productsdistribution network by providing dealersand customers with the largest choice ofunique world-class products and services


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Diversified Business

Tech Mahindra

Mahindra Finance

Club Mahindra

Mahindra Satyam

Mahindra FarmsEquipments

Mahindra Defences Kotak Mahindra

Mahindra Automotives


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Good corporate citizenship

Professionalism

Customer first

Quality focus

Dignity of the individual


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Competitors

Swaraj mazda

Ashok leyland

HondaToyotaNissanHyundai

FiatMitsubishiMaruti Udyog


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Evolution

MM 540 Commander Marshall

Armada Bolero Scorpio


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Logan Xylo

Thar Quanto Verito

Scorpio MHawk


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Marketing

M&M is now focusing on Brand awareness.

M&M is diversifying their business inDifferent sector.

M&M has acquired Kinetic motors.( twowheeler)

M&M have bought Satyam and now it is

become Mahindra Satyam.M&M giving offer to different dealers and

focusing on push strategies.


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USP

Their USP is their capability to manufacturevehicles with having little technological help fromforeign sources. Their first indigenouslydeveloped sports utility vehicle was the Scorpio

They have a very strong network of dealers, salesoffices, service stations, spares.

R&D division is equally strong. Mahindra &Mahindra has established a very strong market

base in the urban, semi-urban & rural areas.They also export their products to other countries

as well.


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Branding

The Mahindra Group has rolled outs its new visualidentity in a bid to reflect the evolving nature of theorganisation.

The new visual identity is a lot more contemporary,

edgy and sleek; it visually represents the changes thebusiness is making to embrace and shape the future.

As with all visual identity changes, Mahindra too haslaid down guidelines for the use of its brand identity.Mobility products will have Mahindra before the nameof the product; example Mahindra XUV500 orMahindra Xylo. While, a non mobility service will haveMahindra as an endorser; an example of this would beMom & Me by Mahindra Retail.


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Mahindra Around The World

Presence in the US is broad and longstanding. Since the entry of thetractor company, Mahindra USA, into the US market in 1994,achieved a 97 percent customer satisfaction rate. They also sell

planes to the Civil Air Patrol, an auxiliary arm of the US Air Force.

Supply many prominent American companies with

components. Mahindra engine Steel Co and Mahindra Gears andTransmissions both work with Caterpillar and John Deere, andMahindra Composites supplies GE. Mahindra Engineering Services

provides GM with engineering consulting.

Also a key IT services provider to many industryleaders. headquartered in Silicon Valley, consult with clients like

Exxon Mobil, Shell, Motorola, Nike, Palm, and LSILogic. Wireline, wireless, and broadband operators like BellOperating Co partner with Tech Mahindra for telecom business

process and technology transformations.


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SWOT

strength

weakness

opportunity

threath


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weakness

Economic Crash Competition between other companies

strength

New Product

Strong, recognizable brand name: M&M.Good Reputation among customer


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threats

Possible shifts in

consumer tastes.

Possible increase in trade

barriers due to the

economic crash.

New trading regulations

opportunity

Higher chance to spread

the reputation of the new

product.

Unfulfilled customer

needs.

Advancement of

technology.


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South America

Serve South American consumers in four key areas: automotive,

defense,

energy,

farm equipment.

Youll find Mahindra Reva electric cars on roads throughout Centraland South America along with a range of diesel Mahindra vehicles.

Rakshak armored vehicles to the government of Guyana throughdefense products company, Defence Land Systems.

The products delivered to rural and agricultural areas are designedfor high performance in local conditions. The tractors are sold tofarmers in Chile and other countries


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Middle East

Great potential for growth in the African and Middle Easternmarkets in the next several decades.

Power oil diesel generator sets are providing uninterrupted powersupplies in both the Middle East and Africa, delivering stableelectricity to businesses and homes to raise both economic vitality

and living standards. Supply hardworking, reliable tractors to Iran, Syria, and the United

Arab Emirates in the Middle East and Nigeria, Mali, Chad, Gambia,Angola, Sudan, Ghana, and Morocco in Africa to help mechanizefarming processes and boost agricultural productivity.

Also sell Mahindra vehicles in South Africa.

Aerostaff aircraft are flying in the Middle East.

Steel company, Intertrade, maintains a key steel service facility atSharjah.


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Europe

Presence in Europe is anchored in several industries. Inagriculture, a major supplier of small, rugged, highperformance tractors to Serbia, Turkey, and Macedonia.

Also export fresh Indian produce to European retailersthrough Mahindra ShubhLabh Services.

Deeply involved with the European automotive industry. Wesell many Mahindra vehicles across Europe, including thelargest deployed fleet of electric cars under the MahindraReva brand.

High quality parts for outstanding European companiesincluding Volvo, Scania, Land Rover, Daimler, and Renault,to name a few. We have plants across Germany, the UK,and Italy.


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Asia

Asia span agribusiness and farm equipment, automotive,

components, consulting services, defense, energy, IT,

industrial equipment, and leisure and hospitality.

support rural areas of Bangladesh and Nepal with our Powerol

diesel generator sets, ensuring a stable and uninterrupted

power supply to support productivity at work and living

standards at home.

Mahindra vehicles are at work transporting goods and people

in Malaysia, and the Mahindra Reva electric micro car enjoysa significant market share.

automotive consulting company, Mahindra Engineering

Services, works with both Yamaha and Nissan to develop

better products and better production systems.


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Sell state-of-the-art Rakshak armored vehicles to thegovernment of Nepal.

Acquired the Ssangyong Motor Company, a majorKorean utility vehicle and sedan manufacturer.

They also sell automotive components to leading Asiancompanies. Mahindra Forgings clients include Marutiand Suzuki, supplies to Toyota.

Last but not least, Club Mahindra resorts and ClubMahindra Travel take vacationers on unforgettable tripsthrough Hong Kong, Malaysia, Singapore, andThailand. All told, Club Mahindra has 4,600 affiliatesin more than 90 countries.


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Australia

Work in Australia centersaround aerospace, automotive, and farmequipment.

With the launch of a tractor assembly andcustomer support center in 2005, they establishedourselves as a major player in theAustralian tractor market.

Automotive sector offers rugged multi-utility

vehicles to adventurous Australian customers whorelish their high performance both on and off theroad.


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Mahindra First Choice Mumbai isIndias biggest multi-brandedcompany and offers pre-ownedcars to its customers.

They are best when it comes toselling high quality used cars to

their customers. The used cars offered by the

company are maintained properlyand checked on a regular basis.

Transparencyand Trustare thetwo main USP of this company.

With this company, customers areassured to get quality carswithout any worries.

They run a number of schemes toencourage customers to buy pre-owned cars from Mahindra.


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Real Estate

They entered real estate in 1994 because they saw

an opportunity to transform the way society thinks

about living and work space. Their innovative

integrated business cities are revolutionizing theway Indians work, live, and play.

Working with the Indian governmentsSpecial

Economic Zone scheme, they have created twobrand-new cities designed to facilitate business

excellence and a relaxed, healthy lifestyle.


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Our Suggestions

M&M Company needs additional sales

promotional activities like organizing exhibitions,

fairs issuing catalogues and broaches, display and

demonstration, contests etc.Company should give advertisement in magazines

and news papers to make them aware and to

attract customersDealer should attract customers by giving special

reduction in prices at the time of festivals

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