Scorpio Final Report

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TOPIC PAGE NO.

ACKNOWLEDGMENT 02

PREFACE 04

INTRODUCTION 06

ABOUT MAHINDRA & MAHINDRA 13

PERFORMANCE REVIEW 30

SWOT ANALYSIS 37

RESEACH METHODOLOGY 42

FINDINGS AND ANALYSIS 50

MODEL QUESTIONNAIRE 73

CONCLUSION 78

BIBLIOGRAPHY 80

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ACKNOWLEDGEMENT

As we submit this project we must acknowledge many of thosewho have encouraged and facilitated the successful of the project.

Our deepest thanks to all the people who directly or indirectlysupported us in making this project very object oriented and useful forothers.

I express my gratitude to Mr. Vadibhai Patel, Director of GLSIBACollage and my project guide Miss Swati Modi and Mr. Anand Mehta fortheir support and a heart felt thanks to all my faculty members.

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PREFACE

In the partial fulfillment of the course of BBA, while is three-year fulltime course conducted by the Gujarat University in the college GLSIBA, the

students are required to prepare a project in the final year, that is undertakenin the subject in which the student specializes.

It suffices to the practice training and fieldwork, which students arerequired to undergo as the part of BBA. This project is thus composed as a

part of the academic requirement under the course curriculum.

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INTRODUCTION OF THE INDUSTRY:-

The history of the automobile actually began about 4,000 years ago whenthe first wheel was used for transportation in India. Several Italians recorded

designs for wind-driven vehicles. The first was Guido davigevano in 1335.It was a windmill-type drive to gears and wheels. Vaturio designed a similarvehicle that was also never built. Later Leonardo da Vinci designedclockwork-driven tricycle with tiller steering and a differential mechanism

between the rear wheels.

In the early 15th century, the Portuguese arrived in China and the interactionof the two cultures led to a Variety of new technologies, including thecreation of a wheel that turned under its own power. By the 1600s, smallsteam-powered engine models were developed, but it was another century

before a full-sized engine-powered vehicle was created.

Catholic priest named Father Ferdinand Verbiest is created to have built asteam-powered vehicle for the Chinese Emperor Chien Lung in about 1679.There is no information about the vehicle, only the event. Since James wattdidnt invent the steam engine until 1705, we can guess that this was

possibly a model vehicle powered by a mechanism like Heros steam enginea spinning wheel with jets on the periphery.

Although by the mid-15th

century the idea of a self-propelled vehicle hadbeen put into practice with the development of experimental vehiclespowered by means of springs, clockworks, and the wins, Nicolas-JosephCugnot of France is considered to have built the first true automobile in1769. Designed by Cugnot and constructed by M. Brezin, it is also the firstvehicle to move under its own power for which there is a record. Cugnotsthree-wheeled steam-powered vehicle carried four persons and was meant tomove artillery pieces. It had to top speed of a little more than 3.2 km/h (2mph) and had to stop every 20 minutes to build up a fresh head of steam.

Carl Benz and Gottlieb Daimler, both Germans, share the credit of changingthe transport habits of the world, for their efforts laid the foundation of thegreat motor industry as we know it today. First, Carl Benz inverted the

petrol engine in 1885 and a year later Daimler made a car driven by motorof his own design and the rest is history.

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Daimlers engine proved to be a great success mainly because of its lessweight that could deliver 1000 rpm and needed only very small light vehicleto carry them.

France too had joined the motoring scenario by 1890 when twoFrenchmen Panhard and Levassor began producing vehicles powered byDaimler engine, and Daimler himself, possessed by the automobile spirit,went on adding new features to his engine. He built the first V-Twin enginewith a glowing platinum tube to explode the cylinder gas-the very earliestfrom of sparking plug. The engines were positioned under the seat in mostof the Daimler as well as Benz cars. However, the French due of Panhardand Levassor made a revolutionary contribution when they mounted theengine ion the front of the car under a bonnet.

Charles Duryea built a motor carriage in America with petrol engine in1892, followed by Elwood Haynes in 1894, thus paving the way formotorcars in that country.

For many years after the introduction of automobiles, three kinds ofpower sources were in common use: steam engines, gasoline or petrolengine, and electric motors. In 1900, over 2,300 automobiles were registeredin New York, Boston, Massachusetts, and Chicago. Of these, 1,170 werestem cars, 800 were electric cars and only 400 were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar hadevolved itself into amazing designs and shapes. By 1898, there were 50automobile-manufacturing companies in the united state, a number that roseto 241 by 1908. In that year, Henry Ford revolutionized the manufacturingof automobiles with his assembly-line style of production and brought outthe Model T, a car that was inexpensive, versatile, and easy to maintain. Theintroduction of the Model T transformed the automobile from a playing ofthe rich to an item that even people of modest income could afford; by thelate 1920s the car was commonplace in modern industrial nations.

Herbert Austin and William Morris, two different carmakers, introducedmass production methods of assembly in the UK, thus paving the way for arevolution in the automobile industry. Austin Seven was the worlds first

practical four-setter baby car which brought the pleasures of motoring tomany thousands of the people who could not buy a larger, more expensivecar.

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Even the bull-nose Morris with front mounted engine became thewell-loved model and one of the most popular cars in the 1920s.

Automobile manufacturing in the 1930s and 1940s refined and

improved on the principles of Ford and other pioneers. Cars were generallylarge, and many were still extremely expensive and luxurious; many of themost collectible cars date from this time. The increased affluence of theUnited States after World War II led to the development of large, petrolconsuming vehicles, while most companies in Europe made smaller, morefuel-effecting cars. Since the mid-1970s, the rising cost of fuel has increasedthe demand for these smaller cars, many of which have been produced inJapan as well as in Europe and the United States.

The history of motor vehicles has surely been a well-traversed one.The automobile, as it progressed, was a product of many hands, ofrevolutionary concepts, and of simple, almost unnoticed upgrading. In theend, the one who received the most for these challenges changes was themotorist, whose interest, money, and enthusiasm have forced the auto-moguls to upgrade, perfect, and add to previous achievements in order tostay in the competition.

In terms of the lives of average people, there is little doubt that the

automobile id the most revolution since the wheel. The basic premise of theautomobile is simple; choose a wheeled vehicle from the many typestypically pulled by horse or oxen add a motor and create a self-propelled,

personal transportation vehicle.

The earliest ancestor of the modern automobile is probably the Fardier,a three-wheeled, steam-powered, 2.3-mph vehicle built in 1771 by NicolasJoseph Cugnot for the French minister of war. This cumbersome machinewas never put into production because it was much slower and harder tooperate than a horse-drawn vehicle.

Amedee Bollee, also a Frenchman, built an improved 12-passenger steam car in 1873, but the steam engine proved impractical for amachine that was intended to challenge the speed of a horse-and-buggy. Theinvention of the practical automobile had to await the invention of aworkable internal combustion engine.

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The milestone vehicles were built in Germany in 1889 by GottliebDaimler and Wilhelm Maybach. Powered by a 1.5 hp, two cylinder gasolineengine, it had a four-speed transmission and traveled at 10 mph. AnotherGerman, Karl Benz, also built a gasoline-powered car the same year. The

gasoline-powered automobile, or motor car, remained largely a curiosity forthe rest of the nineteenth century, with only a handful being manufactured inEurope and the United States.

The first automobile to be produced in quantity was the 1901Curved Dash Oldsmobile, which was built in the United States by ransom E.Olds. Modern automobile mass production and its use of the modernindustrial assembly line is credited to Henry Ford of Detroit, Michigan, whohad built his first gasoline-powered car in 1896. Ford began producing hisModel T in 1908, when it was discontinued; over 18 million had rolled offthe assembly line.

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FAMOUS AUTOMOBILE MAKERS:-

Nicolaus August Otto:

Nicolaus August Otto invented the gas motor engine

in 1876.

Gottlieb Daimler:-

In 1885, Gottlieb Daimler invented a gas engine thatallowed for a revolution in car design.

Karl Benz:-

Karl Benz was the German mechanical engineer whodesigned and in 1885 built the worlds first practical automobile to be

powered by an internal-combustion engine.

John Lambert:-

Americas first gasoline-powered automobile was the 1891Lambert car invented by john W. Lambert.

Duryea Brothers:-

They founded Americas first company to manufactureand sell gasoline powered vehicles.

Rudolf Diesel:- Rudolf Diesel invented the diesel-fuel internal combustionengine.

Henry Ford:-

Henry Ford improved the assembly line for automobilemanufacturing (Model-T), invented a transmission mechanism, and

popularized the gas powered automobile.

Charles Franklin Kettering:-

Charles invented the first automobile electricalignition system and the first practical engine driven generator.

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MAJOR PLAYERS IN AUTOMOBILE INDUSTRY:

1. Maruti2. Maruti Suzuki

3. Opel4. Mahindra & Mahindra5. Tata6. Fiat7. Toyota8. Honda9. Mitsubishi10. Ford11. Chevrolet12. Hyundai

13. Mercedes14. Skoda15. Hindustan Motors

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ABOUT MAHINDRA & MAHINDRA:

M&M is one of the leading Automobile Companies in India. It is

55 years old and it has a range of 28 vehicles starting from personal use tobusiness use, tourister, and multipurpose use and sports utility vehicles.

The M&M urges as a SBU through its different segments likeAutomotive, Tractor, Auto components/engineering, IT and Telecom,Bristlecone, Financial services, trading and Leisure.

The organization hierarchy of M&M starts from Chairman-Keshub,below it Board of Directors, below it there is a Management Board consistsof President and Vice-President and Executives. This meets once in a month

to discuss issues that affect the company as a whole.

M&M has won various awards in automotive segment like TQMaward from Japan in tractors, TPM award for its automotive division.

M&Ms association with the automobile business dates back to1945. The company was incorporated in 1945 and was originally formed tomanufacture utility vehicles for the Indian market, initially by importing andassembling Willys Jeep kits. The manufacturer of utility vehicles

commenced in 1954in collaboration with Willys Overland Corporation andits successors, Kaiser Jeep Corporation and American Motor Corporation(now part of DaimlerChrysler group).The Company has recently entered thethree-wheeler market.

Over the years, the M&M brand of vehicles have come to representhigh quality, ruggedness, durability, reliability easy maintenance andoperational efficiency and economy. These are the qualities that haveendeared the vehicles to individuals as well as institutions like The IndianArmed Forces. M&M is the leader in the MUV business in the country since

inception.

M&M has comprehensive manufacturing facilities with high level ofvertical integration. M&Ms automotive division has four manufacturing

plants, three in the state of Maharashtra and one in Andhra Pradesh. InMaharashtra, its plants in Mumbai and Nasik manufacture Multiutilityvehicles and engines are produced at the Igatpuri plant.

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The plants at the Mumbai and Nasik are equipped with R&D facilityand having ISO/TS 16949 certificates. The Mumbai plant has also beenrecommended for TPM excellence award. Engine plant at Igatpuri has QS9000 certificate. Light commercial vehicle and three-wheeler plant at

Zaheerabad have ISO 9001:1994 certification. Both of these plants are alsoworking towards TS 16949 certification. Plants in Mumbai and Igatpuri arealso ISO 14001 certified.

M&M has a strong R&D setup, with over 300 engineers andscientists in the automotive division. The Companys technical progress is

proven by negligible import content in vehicle and by the design anddevelopment of a totally up warded new contemporary SUV- SCORPIO.

The divisions marketing efforts are supported by a network of morethan 275 dealers across the country, which are managed by 20 sales officers.Additionally, the division has a national network of authorized servicestations and stockiest to meet customer needs for servicing and spare parts.

Having conquered a substantial portion of Indias Semi-urban andrural markets, the division has in recent years secured significant success inurban regions following the introduction of premium MUVs like BOLEROand SUVS like SCORPIO. SCORPIO is M&Ms first indigenous developed

SUV- an off road vehicle with car like comforts. The SCORPIO waslaunched in June2002 and has been universally acclaimed. It was declared tobe the Car of the Year by CNBC Auto car, BBC Wheels and BusinessStandard Motoring.

M&Ms automotive division also exports its products to severalcountries in Africa, Asia and European & Latin American countries.

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RECENT ACHIEVEMENTS OF MAHINDRA & MAHINDRA

1. Business of the year award to Mr. ANAND MAHINDRA, M.D.OF M&M for the year 2006.

2. SCORPIO is celebrating its 4THAnniversary in the year 2006,providing its purchasers benefits up to Rs. 40,001*.

3. In the year 2006 SCORPIO becomes the largest selling Four-wheeler in the Sports utility vehicle {SUV} Segment.

4. SCORPIO also achieved a significant position in exports.

5. SCORPIO is the car of the year at the CNBC Auto Awards.

6. K.C.MahindraAwarded for Excellence in Automotive Design.

7. MAHINDRA & MAHINDRA has been assigned the HighestCorporate Governance Ratingby CRISIL.

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HISTORY:

1947: OCTOBER, First batch of 75 utility vehiclesimported in CKD condition from Willys Overland Export

Corporation.

1949: Lease of 11071 Sq. yds at Mazagaon from British IndiaSeam navigation. The first Wiillys Overland Jeep built inIndia at the Assembly Plant, Mazagaon, and Bombay.

1954: Phased manufacture of Vehicles undertaken incollaboration with Kaiser Jeep Corporation and American

Motors Corporation.

1962: Indigenous content of Jeep goes up to 70%. 137 acres ofland purchased at Kandivli to centralize manufacturingoperations.

1965: FC 150 Petrol Trucks introduced.

1967: Two wheels drive Utility Vehicles introduced. 101wheelbase and Metal Body UVs introduced. Indigenouscontent goes up by 97%.

1969: Export of vehicles started, export of total 1200 UVstogether with spare parts to Yugoslavia. Exports also madeto Ceylon, Singapore, Philippines and Indonesia.

1970: Contracts concluded to export of 3304 vehicles, mainly toYugoslavia and Indonesia.

1971: Separate R&D section set up.

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1989: M&M signed a Memorandum of understanding withHyderabad Allwyn Nissan Limited to from Mahindra

Nissan Allwyn Ltd., as its associate company with LCVoperations in Andhra Pradesh.

1991: Introduced of CJ 500 DI model with bags order to export10000 CKD kits. Commander range of models: 650 DI,750 DP/HT were launched with tremendous marketresponse.

1993: Mahindra Armada launched. M&M was the onlymanufacturer to withstand the demand recession, with

increasing sales.

1995: Mahindra Nissan Allwyn Ltd. (MNAL) merged withM&M and Zaheerabad LCV operations becoming part ofautomotive sector. FJ series of LCVs were shifted from

Nasik to Zaheerabad.

Business Process Re-engineering Project initiated in the

Division. Igatpuri Engine Plant receive ISO 9002 certificatefrom TUV of Germany. Single Cab/project was initiated.

1996: New LCV model Cabking DI 3150 & Mahindra ClassicVehicles were Launched.

The company was the first automobile manufacturer to getall the engine types approved for the new emission normseffective from 1st April, 96. IDAM (Integrated Design &Manufacturing) set up for designing entirely new vehiclewith the help of internationally renowned consultants

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1997: Commercial production of Food Escort commenced atNasik Plant. License & Technical Assistance Agreementwas signed with Mitsubishi Motors Corporation forManufacturing of SL Body at Zaheerabad (Voyager with

XD 3 and BA 10). Soft/Hard top versions of CL/MM550,8 setter Armada, Commander 650 DI with longerwheel base and MM 540/550 XDB models wereintroduced. Kandivli and Nasik plants received ISO 9002certificate from RE-TUV.

1998: Die shop Inauguration at Nasik Plant 2-8/8/97.Voyager launched by the Chairman at Zaheerabad plant.Complete localiosation of Cabking model at Zaheerabad

plant.400 nos. Army order successfully executed at Kandivli

Plant in Mar98.

Duty Structure:-

The government focused on far reaching indirect tax reforms in the1999-2000 budgets, in a bid to promote efficient industrial growth and

productivity. The budget in a reduction in the multiplicity of duty rates,rationalization of the rate structure, and curtailed scope for discretion by

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abolishing the power to grant ad hoc duty exemption in excise and customs.An Authority for Advance Rulings for Excise and Customs was set up toinject grater transparency and provide binding rules to help prospectiveinvestors about their duty liability in advance.

However, the automobile industry had to concern with marginallyraised duties (1%) as a result of the modification in the duty structures andincrease diesel prices (Re.1). The significant increase in the defensespending is expected to reflect positively on the overall growth of theautomobile industry, through the absence of any relief for car manufacturersmay further contribute to a slum in the sector.

CUSTOM DUTY:-

Customs duties on automobiles have been rationalized and sinceliberalization have been reduced drastically. The 1999-2000 budgets saw amodest reduction in the peak rate of protective customs duty from 45% to40%. This was accompanied by a reduction in seven major ad valorem ratesof basic customs to five as a result of rationalization and simplification.These rates were-an unchanged duty rate of 5%, a 15% duty rate bysubstituting the 10% rate by merging 20% duty rates, a 35% duty rate by

merging 30% duty rates and an unchanged duty rate of 40%. The budgetalso indicated that the customs duty structure would be phased down toAsian levels in five years. An additional customs duty of Re.1 per liter has

been imposed on high-speed diesel oil.

The customs duty rate on motor vehicles now ranges from 50% to110%, while rates on components and parts vary from 37.5% to 87.5%. Thedetailed duty structure for customs duty on auto components is representedin the chart given below. The rate of customs duty on auto components forthe year 1999-2000 is as follows:

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RATES OF CUSTOMS DUTY ON AUTO COMPONENTS

(1999-200)


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pulley blocks; clutches and shaftcoupling (including universal joints)

84.84 Gaskets and similar joints of metalsheeting combined with other material

of two or more layers of metal; sets orassortment of gasket and similar joints,dissimilar in composition, put up in

pouches, envelops or similar packing,mechanical seals

25% 16%

85.03 Commutator 25% 16%

8505.2 Electro magnetic couplings, clutchesand Brakes

25% 16%

8505.3 Electro magnetic lifting heads 25% 16%

85.45 Carbon Brushes 25% 16%

73.18 Screws, bolts, nuts and washers 35% 16%73.26 Other articles of iron and steel used by

component manufacturers such asback plate, piston ring, thrust plate,circlips, and bolts.

35% 16%

73.2 Leaf spring & helical springs 35% 16%

0.14 Glass cover lens for automotive lamps 45% 16%

83.01 Lock 45% 16%

39.17 Tubes, pipes, hoses and fittings there

of

35% 24%

40.1 V Belts 40% 16%

40.09 Break hose 40% 16%

40.16 Weather-strips, oil seals 40% 16%

70.09 Rear view Mirrors 40% 16%

85.11 Spark plug, fly wheel magnetos,distributor ignition coil, starter motor,distributor(alternator) cutouts

40% 18%

84.82 Ball or roller bearing 15%+

(Rs.150/Kg)

16%

85.12 Windscreen wipers, headlights andindicators lights

40% 16%

85.39 Automotive Bulbs 40% 16%

87.08 Parts of motor vehicles 40% 16%

\

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10% surcharge is applicable on basic customs Duty for all itemsexcept those which are at 40% Custom Duty


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EXCISE DUTY:-

There has been continued rationalization of excise duty withrespect to automobiles. The 1997-98 revised duty structure had thefollowing revised rated for motor vehicles:

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1. A duty of 40% on motor vehicles designed for transport of notmore than six persons (excluding the driver). 2. Aduty of 25% on vehiclesdesigned for transport of more than six persons, but more than 12 persons. 3.A duty of 15% for public transport vehicles and vehicles for transport of

goods. 4. A the on two-wheelers varied from 15% to 20% depending uponengine capacity. 5. Excise duty on auto components was reduced from thelevels of 20% and 15% to 18% and 13%. 6. Excise duty on electricallyoperated vehicles was reduced from 10% to 8% and bodies of motorvehicles from 20% to 18%. (The above rates have been restructures as perthe 1999-2000 budget provisions.)

The 1999-2000 budgets rationalized the excise duty structurefurther by reducing the existing 11 ad valorem duty rates to only three basicrates. This was achieved by merging the rates of 5%, 10% and 12% into the

existing 8%; creating a new rate of 16% by merging the existing 13%, 15%and 18%; and by reducing the existing rates of 25%, 30%, 32% and 40% to24%. Besides, two slabs of surcharge of 6% and 16% were fixed over therate of 24% on commodities that carried the rate of duties of 30% and 40%respectively.

The government has lifted the cap on MODVAT credit of 95% ofthe admissible amount and restored it to 100%. As a result, manufacturing

can now avail full credit of the duty paid on inputs. An additional duty ofRe.1 per liter has been imposed on high-speed diesel oil. The governmentintends to utilize the proceeds from this levy for road development andinitiatives in rural development and the social sector.

The excise duty rates for motor vehicles now ranges from 10% to40%, while the excise duty rates for components and parts ranges from 10%to 25%. The detailed list of excise duty tares on auto components is asfollows:

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RATE OF EXCISE DUTY ON AUTO COMPONENTS(1999-2000)


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Tariff Item Description Excise

39.17 Tubes, pipes, houses & fittings thereof 24%39.17 Tubes, pipes, houses & fittings thereof 24%

40.1 V Belts 24%

4009.92 Break hose 16%

4006.9 Weather-strips, oil seals 16%

6805.1 Gaskets of asbestos 16%

6806.1 Brake linings and pads 16%

7006.1 Rear view Mirrors 16%

70.15 Glass cover lens for automotive lamps 8%

7318.9 Screws, bolts, nuts and washers 16%

73.2 Leaf springs and helical springs 16%

7326.19 Other articles of iron and steel such as back plate,Piston ring, thrust plate, circlips

16%

83.1 Locks 18%

84.07 Spark ignition reciprocating IC piston engine (petrolengines)

16%

84.08 Compressed ignition IC engine (Diesel engine) 16%

84.09 Parts suitable for use principally with engines ofheading 84.07 & 84.08

16%

8413.19 Pumps for liquids, whether or not fitted withmeasuring devices, liquid elevators.

16%

8414.99 Parts of Turbochargers 16%

8421.1 Filters 16%

8421.9 Parts of filters 16%

8483.9 Transmission shafts (including crank shafts and CAMshafts) pain shaft bearing; gears and gearing, ballscrews; gear boxes and other speed changers,including torque converters; fly wheels and pulleys,including pulley blocks; clutches and shaft couplings(including universal joints)

16%

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84.82 Ball or roller bearings 16%

84.84 Gaskets 16%

85.03 Commutators 16%

85.05 Electro magnetic couplings 16%

85.12 Windscreen wipers, headlights and indicator lights 16%8539.9 Automotive bulbs 16%

85.45 Carbon brushes 16%

87.08 Parts and accessories of motor vehicles 16%

EXPORTS --AN OVERVIEW:-

The Indian automotive industry has found a ready and acceptingglobal market because of the introduction of new vehicles and componentswith improved quality and performance. The export value of automotiveexports in 1997-98 is Re.30, 201,228,000 as compared to Rs. 4,635,167,000.

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The automotive industry has maintained a steady in the total exports of thecountry. It had a share of 2.7% in 1997-98, 2.2% in 1998-99 and 2.8% in1999-00.

Transport equipment is the second fastest growing export commodityafter cashew huts, according to the Indian Economic Survey, 1999-2000.With a weight of 2.2 in the total export of the country, transport equipmenthas grown by 54.8% from $443.2 million in 1998-99 to $685.9 million in1999-00.

Although the Indian auto exports have had no presence in the globalexport market of the 1960s and 1970s, it has maintained a steady share of0.1-0.2% in world road vehicle exports since the 1980s. Globalization andforeign collaboration tie-ups have also played a role in the export growth.

Export of all kinds of automotive vehicles as well as autocomponents have been increasing over the last decade, as can be seen fromthe graph.

IMPORTS -AN OVERVIEW:-

Transport equipments including auto parts and vehicles have longbeen a part of the annual imports, primarily because of their superiortechnology. Through the absolute value of transport equipments importshave increased intermittently over the decades, their share in the total

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imports valued Rs. 72 crores or US $151 million in 1960-61, a share of6.4%. This share has fallen to 1.4% for the year 1999-2000, through theabsolute value has risen to Rs. 2571 cores or US $611 million.

In spite of the fetish cars seem to enjoy, the import of autocomponents far outnumbers the import of vehicles. In 1997-98 while Rs. 17billion wroth of auto components were imported, in comparison only Rs. 1.7billion worth of vehicles or engine were imported.

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Performance Review

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Over the last three years, the Companys vehicles have been introduced inEurope, the Middle East, South America, South-East Asia and Africawith a customized business model for each country. These initiativesresulted in a quantum increase in export volumes. For the year under

review, the Company sold 5,534 vehicles in the overseas markets whichis an increase of 82% overt he previous year. Recently, the Scorpiorange of pick-ups was launched for the international markets in SouthAfrica. This will drive growth in the overseas markets.

The Company commissioned a new plant in Haridwar in the State ofUttaranchal for the manufacture of low end products like three-wheelers.The Company launched a new version of the Scorpio in March, 2006. Ithas been well received in the market and would have a full impact in thecurrent year.

The Automotive Sector plans to develop a family of new generation enginesto power the present and future Mahindra vehicles. These engines wouldoffer improved efficiency, refinement and performance. New vehicledevelopment, including a new UV and the Logan passenger car is goingas per plan. These vehicles carry the promise of comfort, economy,ruggedness and a pleasurable driving experience. In an increasinglycompetitive market, the Sector banks on its innovation to give it theedge.

On the technology front, the Sector is taking forward the research anddevelopment on telematics, embedded system and promising alternativeenergy technologies viz. Hydrogen, Bio diesel and Hybrids. Furthertechnology developments in the field of safety, nano materials and otherinnovations are expected to be introduced into the product line soon.

With a view to effectively exploit the growth and business opportunities of

the Commercial Vehicles business, the Company entered into a JointVenture (JV) with International Truck and Engine Corporation (ITEC)for manufacture of commercial vehicles in India.

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Pursuant to the approval of7the shareholders obtained by Postal Ballot inJuly, 2005, the LCV business of the Company was transferred to a JointVenture Company (JVC), Mahindra International Private Limited (nowMahindra International Limited) with effect from 1stNovember, 2005, in

which the Company has a51% shareholding, the balance 49% being heldby ITEC. This JVC is engaged in the Light Commercial Vehiclesbusiness.

Going forward, this JVC will also enter the Medium and Heavy CommercialVehicle segments and participates to a larger extent in the Indiancommercial vehicles market. In order to facilitate a meaningfulcomparison the Companys production and sales volumes include MILvolumes.

The Companys Joint Venture with Renault s.a.s. of Franceto introduce theLogan in India is progressing well and is on target with respect to costand time. The project is proposed to be financed through an appropriatemix of Equity and Debt and till date, both the Joint Venture Partnershave contributed Rs.51.5 crores into the Joint Venture Company asequity in proportion to their shareholding.

Farm Equipment Sector:

For the third consecutive year, the Tractor Industry grew substantiallyregistering a growth of 18% for the year under review. This was mainlyon account of a good monsoon, better availability of credit and focus onretail tractor financing by the Banking Sector. During the year, theCompany sold 85,029 tractors as against 65,390 tractors sold in the

previous year recording significant growth of 30% and produced 87,075tractors as against 67,115 tractors produced in the previous yearrecording a notable growth of 29.7%.

The Company maintained its market leadership for the 23rdconsecutiveyearin the domestic tractor market. Last year the Company launched twonew products - 235DI and 245 DI - in the domestic market in the low

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HPsegment and new Arjun Ultra-1 range in the high HPsegment. Theseproducts have significantly strengthened Companys position in thesesegments.

The Company sold 14,692 engines during the year under review as against6,672 engines sold during the previous year, registering a massivegrowth of 120%. The engine business which started from a customer

base of a single client in 2002 has currently 22 corporate clients.

The Company has also made a foray into the retail and nongenset segments.Beginning from this year the Company has also sold 1,084 Mahindra

branded Diesel Generators (DG Sets).The Companys focus on exportscontinued with export volumes growing by 29.6%.

The major export markets are USA, SAARC countries, Africa, Australia andChina. The Company established a Joint Venture Company (JVC) inChina under the name of Mahindra (China) Tractor Company Limited(MCTCL) in which a wholly owned subsidiary of the Company,Mahindra Overseas Investment Company(Mauritius) Limited, has a 80%shareholding, the balance 20% being held by Jiangling Motors Co.,Group, China.

This JVC has a capacity of 12,000 tractors in 18-33 HP range. This JVCbecame fully operational in July; 2005.

The Company has also started its East European operations by launchingtractors in Serbia. The Company sold spare parts worth Rs.127.88 crores(including exports Rs.11.7crores) during the year under review ascompared to sales of Rs.108.83 crores (including exports Rs.7.6 crores)in the previous year, registering a healthy growth of 17.5%.TheCompany plans to offer various product solutions by offering value for

money and reliable products in domestic market. This will help theCompany expand its product range in low HP segment.

Apart from new products, it is important to upgrade existing products withcontemporary features. The Company will be introducing upgrades ofexisting products in domestic market in a phased manner8over the next

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3 years.

For the export markets, the Sector will expand its product range in compactsegment and introduce products in existing HP range which are

economical and rugged. Keeping in line with the growth plans, theCompany will be introducing new products in Engine Application

business segment.

Profits:

The Profit for the year before Depreciation, Interest, Provision forContingencies, Exceptional items and Taxation was Rs. 1,071.88 croresas against Rs.879.43 crores in the previous year registering an increase

of approximately21.88%. Profit after tax was Rs.857.10 crores asagainstRs.512.67 crores in the previous year recording an increase ofapproximately 67.18%.

The Company continues with its rigorous cost restructuring exercises, whichhas resulted insignificant savings through value engineering,economizing, optimization of plant capacity utilization, costcompetitiveness and right sizing in almost all areas.

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SWOT ANALYSIS

Strengths

Indian company

Rural image

Easy availability of spares andthey are cheap.

A diversified company

Weaknesses

Perceived as a jeep manufacturingcompany

Does not appeal in urban clientele

Does not have range of cars

Opportunities

Growing urban market

capitalize on all India servicenetwork and easy availabilityof service

Spares competitiveness

Huge export potential

Growing SUV segment

Threats

Entry of competitors

Poor image due to serviceproblem

Inability to introduce newmodels

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PRODUCT PROFILE:-The M&M has the range of the product which is as under.

1. Bolero invader

2. Bolero sports

3. Bolero campers with a/c

4. Tourister

5. Pick up

6. Load king

7. DI 3200

8. Scorpio STD

9. Scorpio DLX

10. Scorpio SLX

11. Scorpio GLX

12. Bolero DI

13. Marshal royal

14. Major

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15. Commander

16. Maxx

17. Tourister ambulances

18. Marshal Ambulances

OBJECTIVES:-

Primary objective:-

To know the customers satisfaction level of the Scorpio car of M&M inAhmedabad city.

Secondary objective:-

1. Sources of finance

2. Pre purchase factors

3. Purpose of using Scorpio

4. Reason for choosing the Scorpio

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LIMITATIONS OF THE PROJECT

Time:-It is one of the crucial factors due to convenience of the respondent and

their business timings, they did not have more time for giving response

which considerably reduce the interview time and increase the numbers ofvisit.

Availability of the respondents:-

During survey most of the respondents are businessman and they gave theirhome address at the time of purchase because of that when we visited themwe could not find them at home.

Lack of knowledge:-

Some of the respondents did not have proper knowledge about Scorpio andbecause of the lack of knowledge; they were not able to give us the rightanswer of the question.

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RESEARCH METHODOLOGY:-

1. Formulating the Research Problem

- Unnoticed opportunities are used.

2. Research Design

- Descriptive research design

3. Sources of data

- Primary as well as Secondary Data

4. Survey method

- Personal and Telephonic interview

5. Sample Design and Sample Size

- Sample design Probability sample design and underprobability sample design we usedRandom and Area sampling.

- Sample size Sample size is 100.

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1. Formulating the research problem

The first step in the research process is to formulating the research problemit is the most important stage in applied research, as poorly defined problemwill not yield useful result. There are three types of problems;

1. over difficulties

2. Latent difficulties

3. Unnoticed opportunities

In this project the "unnoticed opportunities" problems are used. The

problems like customer satisfaction is very important to know and if it is notchecked in time, would some become evident.

Units of analysis

The individual or object whose characteristics are to be measured is calledas unit of analysis in this research unit of analysis are the buyer of Scorpio.

Space boundaries

Space boundary means the area that we are using for the field survey. In thisresearch the scope for the survey was Ahmedabad city.

Characteristic of interest:-

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This aspect identifies the focus of the problem. In this project characteristicof the interest is to know the customer satisfaction level of the buyer of theScorpio.

Environment condition:-

This aspect indicates the uniqueness or generality of the problem. Thecompany wants to know the customer satisfaction level of the buyer of the

Scorpio. In it different factor like models, features, price, delivery, qualityare taking in to consideration and it is research through questionnaire.

Hypothesis development:-

A hypothesis is a proportion or assumption which the researcher wants toverify. While the formulation and testing of hypothesis are important inresearch but it is not necessary that every marketing research study have a

hypothesis. So we have not taken hypothesis.

2. Choice of research design:-

A research design specifies the methods and procedure for conducting aparticular study. There are three types of research design.

1. Exploratory research design

2. Descriptive research design

3. Causal research design

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The exploratory research is one in which problem is to discover. But inproject work no problem is discovered so that exploratory study is not usedby me.

A causal research is one in which cause and effect relationship is to beresearched but in objective is not related with the cause and effectrelationship thus also not used this research design.

A descriptive study is under taken when the researcher wants to know thecharacteristics of certain group.

In project, we used this research design for analyzing the group of buyer,how they purchase and their purchasing power. The cross sectional studies isused because to collect the more information from the respondent.

3. Determining the sources of data:-

This step is related with the collection of data. There are two types ofsources from which the data has to be received.

1. Primary data

2. Secondary data

For this project we used primary data in terms of the questionnaire to collectthe information from the customer. Secondary sources are also useful in this

project in terms of the magazines and web sites.

4. Designing data collection form:-

Once the decision of collecting the primary data is taken one has to decideabout the mode of collection. There are two types of methods.

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A. Observational methods:-

A structured - unstructured observation

B disguised - undisguised observation

C observation under laboratory setting - natural setting

D. direct -indirect observation

E. human -mechanical observationB.Survey method:-

A. personal interview

B. telephonic interviewC. mail interviewD. dairy interview

We used survey method in terms of personal interview and telephonicinterview.

We used a structured questionnaire which is the format list of questions to

get the information. Questionnaire is of two types:

A. structured -none disguised

B. structured - disguised

A structured - non disguised questionnaire has been used by me where thelisting of the question is in a pre arranged order and where objective of theresearch known to the respondents.

We used both the types of the questions i.e. open ended and Close ended.

5. Determining the sample design and sample size:-

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Once the researcher has developed a research design including thequestionnaire, he has to decide the information to be collected from the

population. In this project we used sample survey. The sample size is of 100.

There are two types of sample design:

1. Non probability sample design:-

A. Quota sampling

B. Judgment samplingC. Convenience sampling2. Probability sample design:-

A. Random samplingB. Systematic samplingC. Stratified randomD. Cluster samplingE. Area sampling

F. Multiple samplingG. Sequential sampling

For the research, we have used the probability sample design "Randomsampling" and "Area sampling" in which different areas of Ahmedabad cityhas been interviewed.

6. Organizing and conducting the field survey:-

It is the most important step in the research process. Having prepared the

questionnaire and select the sample design, sample size now organizing andconducting the field survey is to be taken. Two important aspects areconsidered:

1. Interviewing

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2. Supervision of the field work

In this project, interviewing has been done by us and we face difficult to

some extent because of non availability and time limit contributed byrespondents, otherwise with our tact, initiative and approached they wereready to give the response.

7. Processing and analyzing the collected data:-

After the field survey is over and filled up questionnaire has been received,

the next step is to processing and analyzing the collected data. For that wehave used the number of tables to bring out the main information in ameaningful manner. Some dummy tables and hand tabulation is also used byus. Various types of charts are also used for the proper analysis andinterpretation of the data, which is shown under the cheaper- finding andanalysis of the research.

8. Preparing the research report:-

Lastly, after the tabulation, interpretation and analysis of the data, a properreport containing the finding of the research study and suggestion is

prepared. As a research, a sufficient cares taken by me for the presentationof the report. Use of tables, charts and principles of writing the report arealso considered. A written report is prepared including the logical format,which is prepared in the form of table of contents/index.

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FINDINGS AND ANALYSIS:-

It is very important chapter apart from the earlier chapter.Because in this chapter the researcher his findings to the relevant parties.

Finding and analysis of each question is shown below;

Q.1 Model of Scorpio

OBJECTIVE:-

The main objective behind this question is to know which type of model ispurchased by the customer.

Models Standard Deluxe GLX SLXPercentage 25% 44% 22% 9%

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

STANDARD DELUXE GLX SLX

MODELS OF SCORPIO

Interpretation:-

From the above table and chart, it is clear that most of the respondents preferto by the deluxe model of Scorpio. The next model that is standard is also

preferred by the customer and respectively.

Suggestion:-

Deluxe model is the running model and the features available are very wellaccepted at the price.Second model which is in demand is the standard model. Price consciouscustomers generally go for this model.

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Q.2. Medium of awareness:-

OBJECTIVE:-

To know the medium through which the respondents came to know aboutthe Scorpio.

Medium Friends Family Ads. Magazine Newspaper

Personal

Percentage 41% 9% 16% 6% 9% 12%

Apart from the above media some of the medium like Test Drive andDemonstration also contributed to the awareness of Scorpio.

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INTERPRITATION:-

From the above table and chart, we can see that friends and ads. Are themost popular medium of awareness?

SUGGETION:-

Reference selling is the best medium to know about the Scorpio car. Positiveword of mouth has created more awareness in respondents. The othermedium i.e. ads and other promotional measures have not contributed muchto the sell. Thus company has to more consider the less promotional mediumof awareness.

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Q.3 Features of Scorpio

OBJECTIVE:-

The observation of asking this question is to know about the differentfeatures provided by the company.

Features Very Good Good Average Poor

Engine 50% 44% 3% -----Pick up 56% 41% 3% -----Power steering 47% 38% 19% -----Interior 19% 56% 19% 3%Air condition 53% 31% 9% 3%Break system 22% 47% 31% 3%Ride comfort 28% 47% 24% -----

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Ease of gear shift

28% 47% 19% 6%

Exterior 31% 56% 12% 3%Seats 24% 24% 38% 12%

INTERPRETATION:-

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From the above table and chart, it is clear that most of the features of the carcome under the criteria of very good and good like engine pick up, powersteering, arc. etc. and break system and seats comes under the averagecriteria and so on.

SUGGESTION:-

The company has to concentrate more on the features which comes underthe average criteria like break system, ride comfort and seats.

Q.4 Price of the Scorpio

The main objective behind this question is to know weather the customer areprice sensitive or not.

price high very high fair lowpercentage 9% 6% 85% ----

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PERCENTAGE

HIGH

VERY HIGH

FAIR

LOW

INTERPRETATION:-

More than 50% of customer perceived the price at which car offer is fair.

SUGGESTION:-

The price at which the Scorpio is selling i.e. in the range of 6-7 lakhs,it is pursued as a reasonable price looking at the features provided by thecompany.

Q.5 Sources of finance

OBJECTIVE:-

The aim of asking this question is know the source through whichthe respondents getting the finance for purchasing the Scorpio.

SOURCES PERCENTAGE

OLD FINANCER 9%

DEALER 12%

BANK 70%

FRIENDS/RELATIVES 3%

PERSONAL 6%

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Q.6 Purpose for use the Scorpio

OBJECTIVE:-

To know the buyer are using the car for business, traveling, companyhire purchase, country side travel and personal use.

USE OFCAR BUSINESS TRAVELING COMPANY

HIRE

PURCHASE

COUNTRY

SIDE

TRAVEL

PERSONAL

PERCENTAG

E

24% 24% 6% --- 47%

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INTERPRETATION:-

From the above chart we can see that most of the buyers are using car for thepersonal use and less but not least for the business and traveling.

SUGGESTION:-

Most of the buyer using car for the personal use so dealer has to saw themore personal advantage when the customers are came for purchase of car.

USE OF CAR

24%

24%

6%0

47%

BUSINESS

TRAVELING

COMPANY HIRE

PURCHASE

COUNTRY SIDE

TRAVEL

PERSONAL

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Q.7. Companions in Travelling

OBJECTIVE:-

The objective is to know with whom they travel.

COMPANION NO ONE FAMILY FRIEND TOUR GROUP

PERCENTAGE -------- 84 16 -----------

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0%

84%

16%

0%

NO ONE

FAMILY

FRIEND

TOUR GROUP

INTERPRETATION:-

Most of the customers travel with their families and remaining with theirfriends.

SUGGETION:-

The company should go for those strategies and characteristics that can addmore family and friend values.

Q.8. Problem in a Scorpio

OBJECTIVE:-

To know is there any problem in a Scorpio or not.

PROBLEM NO YESPERCENTAGE 72% 28%

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INTERPRETATION:-

From the above table and chart, 28% of the customer believesthat there is problem in a car.

SUGGESTION:-

The company and dealer have tried to solve the customerproblem as soon as possible and make them satisfied customer through theirbetter service.

Q.9 Reason for choosing the Scorpio

OBJECTIVE:-

The objective is to know for which reason the buyer are purchasingthe Scorpio.

REASON

PERCENATAGE

0%

10%

20%

30%

40%

50%

60%

70%

80%

NO YES

PROBLEM OF CAR

PERCENTAGE

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REPUTATION OF THE COMPNAY 31%

BRAND IMAGE OF THE COMPANY 13%

EASY AVAILBILITY OF FINANCE 6%

AFTER SALES SERVICE 9%

MAINTENANCE 13%

31%

13%

6%

9%

13%

0%

5%

10%

15%

20%

25%

30%

35%

1

REPUTATIONOF

THE COMPANY

BRAND IMAGE

OF THE

COMPANY

EASYAVILABILITY OF

IFNANCE

AFTER SALE

SERVICE

MAINTAINCE

INTERPRETATION:-

Most of the customers are purchasing the car because of reputation ofthe company, brand image and maintenance free car.

SUGGESTION:-

The company has a good reputation and brand image in the market.Thus, company has to maintain image in the market.Q.10. Overall driving pleasure

OBJECTIVE:-

The objective is to know what the customers feel when they drive theScorpio.

CRITERIA VERY GOOD GOOD POOR

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PERCENATGE 31% 69% ---

INTERPRETATION:-

Most of the customer is enjoying the driving pleasure when they drive theScorpio.

SUGGESTION:-

Because of the great pleasure felts by the customer when they drive theScorpio thus the company provides the great comfortableness to theircustomers.Q.11 Intentions to change Scorpio with other Brands.

OBJECTIVE:-

The aim is to explore that whether the users want to change the Scorpio ornot.

INTENTIONS YES NO CANT SAY

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PERCENATGE

31%

69%

0

VERY GOOD

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PERCENTAGE 20% 75% 5%

INTERPRETATION:-

Most of the customers do not want to change their Scorpio only 20%customers want to change.

SUGGESION:-

As almost 1/4th customers want to change Scorpio, the company shouldmake some critical amendments like further price revising, adding newfeatures, easy maintenance etc.Q.12. PREFERED BRAND OTHER THEN MAHINDRA AND

MAHINDRA:

BRAND MARUTI TATA TOYOTA HYUNDAI HONDA M&M

PERCENTAGE 38% 12% 11% 11% 8% 20%

67

20%

75%

5%

YES

NO

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38%

12%11%

11%

8%

20%MARUTI

TATA

TOYOTA

HYUNDAI

HONDA

M&M

INTERPRETATION:-

Maruti leads the market while M&M follows the Maruti with 20% marketshare.

SUGGESION:-

M&M should go for a different and better strategies relating to production,

marketing etc. to achieve

Q.13.PREDICTION ABOUT THE FUTURE OF M&M:

OBJECTIVE:-

The objective to know what the consumers think about the future of M&M.

CRITERIA VERYGOOD GOOD AVERAGE POOR

PERCENTAGE 25% 55% 16% 4%

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0

10

20

30

40

50

60

PERCENTAGE

V.GOOD

GOOD

AVERAGE

POOR

INTERPRETATION:-

Most of the consumers think that M&M will achieve good results in future.

Q.14. Feature considered most at the time of buying Scorpio.

OBJECTIVE:-

The objective is to explore the feature considered at the time of Purchasingthe Scorpio.

FEATURE MODEL PRICE SPACE MILEAGE PICK UP

PERCENTAGE 31 35 18 10 6

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0 10 20 30 40

PERCENTAGE

PICK UP

MILEAGE

SPACE

PRICE

MODEL

INTERPRETATION:-

More consumers consider Price of the Scorpio at the time of buying it, andModel of the Car is considered by almost 31% customers while Space,Mileage, and Pick up of the car is considered by 18%, 10%, and 6%customers respectively.

SUGGESTION:-

As price is considered most by the customers while buying the car, theshould set a fair and reasonable price to get more customers. Model of thecar is second most important feature considered, so the company shouldwork towards more attractive and Sporty Aesthetic look of the Scorpio.Q.15. After Sales Service

OBJECTIVE:-

The aim is to know that what customers feel about the after sales serviceprovided by M&M.

CRITERIA VERYGOOD

GOOD AVERAGE POOR

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PERCENTAGE 48 38 13 1

0 20 40 60

PERCENTAGE

POOR

AVERAGE

GOOD

V.GOOD

INTERPRETATION:-

From the above chart we can say that almost all the customers feel that theafter sales service provided to them by the company is enough good andsatisfactory except only 1 out of 100 customers says it is poor.

SUGGETION:-

The company should pay more attention on providing satisfactory and valueadded after sales service to its customers.

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SUGGESTION FROM CUSTOMERS:-

After analyzing the findings and analysis of Customer satisfactionlevel of Scorpio, we here by present few suggestions from our side andfrom the buyer of Scorpio, which are in our view, prove to be helpful to thecompany:

1. The first and very important suggestion is that the dealer / company

must have to improve its service and given features like seats, breaksetc.

2. The dealer has to give proper training to their executives / sales manstaff should be well trained.

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3. Friends reference is the most contributed medium of awareness of theScorpio, thus the dealer /company has to maintain/ improve goodrelation with the customers for more selling of car.

4.Dealer has to use the M&M reputation/ brand image as a promotionaltool in the market.

5. Dealer has to provide easy availability and liberal credit period to thecustomer to lend them finance at ease.

6. As M&M has rural image in their product in their product, companyhas to more concentrate/ appeal in the urban clientele/ market.

7. M &M has to capitalize all India service network and easy

availability of service.

8. M&M should introduce a range of SUV (sport utility vehicle) in themarket.

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MODEL QUESTIONNAIRE:

Q.1 which models of Scorpio do you have?

1) Standard 2) Deluxe 3) GLX 4) SLX

Q.2 How did you came to know about Scorpio?

Friends ( ) family ( ) Advertisement ( )

Magazine ( ) News Paper ( ) Any other ( )

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Q.3 Your opinions about the features of the Scorpio.

Features V.Good Good Average Poor

Engine

Pick UpPower Steering

Interior

ExteriorAir Condition

Break System

Ride Comfort

Ease of Gear Shift

Seats

Q.4 Your opinions about the price of the car.

High ( ) Very High ( ) Fair ( ) Low ( )

Q.5 what is your source of finance?

-Old Financer-Dealer

-Bank

-Friend / Relatives

-Personal

-Any other

Q.6 For which purpose do you use the car?

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Business ( ) Traveling ( ) Company hire purchase ( )

Country side travel ( ) Personal ( )

Q.7. with whom you travel?

- No one- Family- Friends- An organized tour group

Q.8. From your point of views any problem in Scorpio?

Yes ( ) No ( )

If yes, what?

Q.9. Reason, Why you select the Scorpio?

-Reputation of the company

-Brand image of the company

-Easy availability of finance

-After sale service

-Maintenance

-Any other

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Q.10. what about the overall driving pleasure?

V. Good ( ) Good ( ) Poor ( )

If good, any reference

Q.11. Do you want to change Scorpio, if yes then which brand you willchoose?

- MARUTI- TOYOTA

- HYUNDAI- HONDA- TATA- FORD

Q.12. Can you tell about future of Mahindra & Mahindra?

Very Good ( ) Good ( ) Average ( ) Poor ( )

Q 13.which are the features that considered by you at the time of buyingScorpio.

- Model- Price- Space- Mileage

- Pick up

Q.14. what about the after sale service of Scorpio?

Very good ( ) Good ( ) Average ( ) Poor ( )

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Q.15. Any Suggestions?

Name :

Occupation :

Annual Income:

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the dealer because the company has not large service network and willtrained staff.

As M&M has a good image in the rural clientele, because of that most of thecustomers thought that reputation and brand image of M & M is one of theresponsible factors for choosing the Scorpio. Most of the buyer of Scorpio

purchase through bank as a source of finance. Among the satisfied customer,major portion of the customers gave the good opinion about the Scorpio.

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BIBLIOGRAPHY:-

MAGAZINES:-

1. BUSINESS INDIA, JUNE 21ST TO JULY 4TH, 2004PUBLISHED

BY ASHOK ADVANI

2. OVERDRIVE, VOL-5, NO-3, NOV2003

3. AUTO CAR, VOL-5, NO-10, JUNE 2004

WEBSITES:-

www.mahindrascorpio.com

www.indiainfoline.com

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Scorpio Final Report

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Transcript of Scorpio Final Report