Introduction

The Mahindra Group is an Indian multinational conglomerate

headquartered at Mahindra Towers in Mumbai, India, with operations in

over 100 countries across the globe. The group has a presence in aerospace,

agribusiness, aftermarket, automotive, components, construction equipment,

defence, energy, farm equipment, finance and insurance, industrial

equipment, information technology, leisure and hospitality, logistics, real

estate, retail, and two wheelers. It is considered to be one of the most

reputable Indian industrial houses with market leadership in utility vehicles

as well as tractors in India.

Methodology
The objective of the present study can be accomplished by conducting a

systematic market research. Market research is the systematic design,

collection, analysis and reporting of data and finding that are relevant to

different marketing situation facing the company. The marketing research

processes that will be adopted in the present study consist of the following

stages.

Developing the problem and research objective

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The objective states what information is needed to solve the problem. The

objectives of the are to drive the opinion of the regarding the Hyundai

Motors in comparison with other player.

Developing research plan

Once the problem is identified the next step is to prepare a plan for needed

for research. The present study will adopt the expletory approach where in

there is a need to gather large amount of information before making a

conclusion if required the descriptive and casual approaches may also be

used.

Collection and sources of data

Market research requires two kind of that primary data. Primary data will be

collected using a well structure questionnaire. There will be personal

surveys. The questionnaire will contain both open ended and close ended

questions. This survey was conducted on basis of primary data with tools

like personal interview.

Personal Interview
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In this interviewer asks question to interviewee through face conversion and

responses are recorded. To collect the data for survey primary data collection

tool that is formal set of questioner in the form of survey form had been

used.

Analyzed of the collected

This involves converting the row data into useful information. It involves

tabulation of data and using statistical measure on them for developing

frequency distribution and calculation the averages and diversions. Finally

making the conclusion from the analyzed data.

Limitations

Though the present study aims to achieve the above-mentioned objectives in

full earnest and accuracy, it may be hampered due to the certain limitations.

Some the limitations of this study may be summarized as follows.

Approaching people to take their opinion is a very time consuming

 Sample Size is limited due to the limited period for management

thesis.
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  The selection of customers to cover the various strata of the society is

tedious and time consuming.

 Getting accurate responses from the respondents due to their inherent

problems. They were partial and refuse to cooperate.

 Respondents may have to be contacts repeatedly, or alternate

respondent may have to be identified.

 The survey was costly and tedious.

 Lack of knowledge about the business environment and drastic

change in customer mentality and behavior.

 Sampling survey method is too costly and time consuming.

 The factor of Seasonal Variation was affect

The Mahindra Group

J.C. Mahindra and K.C. Mahindra and Malik Ghulam Muhammad in

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Ludhiana, Punjab to trade steel. Following the Partition of India in 1947,

Malik Ghulam Muhammad left the company and emigrated to Pakistan

where he became the first finance minister of the new state (and later the

third Governor General in 1951). In 1948, K.C. Mahindra changed the

company's name to Mahindra & Mahindra.

Building on their expertise in the steel industry, the Mahindra brothers began

trading steel with UK suppliers. They also won a contract to manufacture

Willys Jeeps in India and began producing them in 1947. By 1956, the

company was listed on the Bombay Stock Exchange, and by 1969 the

company had entered the world market as an exporter of utility vehicles and

spare parts. Like many Indian companies, Mahindra responded to the

restrictions of the Licence Raj by expanding into other industries. Mahindra

& Mahindra created a tractor division in 1982 and a tech division (now Tech

Mahindra) in 1986. It has continued to diversify its operations ever since

through both joint ventures and greenfield investments.

By 1994, the Group had become so diverse that it undertook a fundamental

reorganization, dividing into six Strategic Business Units: Automotive; Farm

Equipment; Infrastructure; Trade and Financial Services; Information

Technology; and Automotive Components (known internally as Systech).

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The new Managing Director, Anand Mahindra, followed this reorganization

with a new logo in 2000 and the successful launch of the Mahindra Scorpio

(a wholly indigenously designed vehicle) in 2002. Together with an overhaul

in production and manufacturing methods, these changes helped make the

company more competitive, and since then the Group's reputation and

revenues have risen noticeably. Currently, Mahindra & Mahindra is one of

the 20 largest companies in India In 2009, Forbes ranked Mahindra among

the top 200 most reputable companies in the world.

In January 2011, the Mahindra Group launched a new corporate brand,

Mahindra Rise, to unify Mahindra's image across industries and

geographies. The brand positions Mahindra products and services as

aspirational, supporting customers' ambitions to 'Rise.'

Community Initiatives

The Mahindra Group is extensively involved in philanthropy and

volunteering. It is considered an active participant in the Indian Corporate

Social Responsibility field and received the Pegasus Award for CSR in 2007.

Mahindra engages in philanthropy primarily through the KC Mahindra

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Trust, which serves as the CSR arm of the group (although many

subsidiaries have their own CSR initiatives, notably Tech Mahindra and

Mahindra Satyam). Founded in 1953 by K.C Mahindra, the trust focuses

primarily on fostering literacy in India and promoting higher learning

through grants and scholarships. Mahindra operates several vocational

schools as well as the Mahindra United World College. The KC Mahindra

Trust’s primary project however is Project Nanhi Kali, which targets the

education of young Indian girls. The foundation currently supports the

education of approximately 51000 underprivileged girls. Other initiatives

include Mahindra Hariyali (a 1 million tree planting campaign) as well as

sponsorship of the Lifeline Express, a mobile hospital train. Mahindra

employees also plan and lead their own service projects through Mahindra’s

Employee Social Options Plans. In 2009, more than 35,000 employees

participated.

The Mahindra Group was responsible for the creation of Mahindra United

World College, a UWC campus located in Pune.

Mahindra also supports the Mahindra Excellence in Theatre Awards to

recognize Indian theater talent, the Mahindra Indo-American Film Festival,

and the Mahindra Lucknow Festival. In 2011, it held the first annual

Mahindra Blues Festival with guests like Buddy Guy, Johnny Lang, and
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Shemekia Copeland at the Mehboob Studios in Mumbai. Mahindra also

partners with the NBA and Celtic Football Club to bring grassroots

basketball and soccer to India.

Automobile Sector
The Automobile sector in India has experienced a faster rate of growth in the

recent years. Indian Auto makers have stepped forward by operating

globally. The Motor Industry registered a growth rate of 22% till September

2006.

In the coming India budget 2007, it is expected that the Government will

reduce the excise duty on the cars from the prevailing rate of 24 percent. The

customs duty is also expected to come down from the present rate of 12.5

percent.

Various chambers view on automobile sector in the coming budget 2007 is

asfollows:

Confederation of Indian Industry (CII): The Confederation Of Indian

Industry has asked for the reduction in the excise duty to 16 percent from the

present rate of 24 percent on various types of passenger vehicles. In case of

the two wheelers the CII demands for a reduction in excise duty to 8 percent.

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Federation of Indian Chambers of Commerce and Industry (FICCI):

The Federation of Indian Chambers of Commerce and Industry on its view

has shown that the automobile sector has grown at a rate of 22 per cent till

September 2006. For achieving further growth rate and earning more

revenues the excise duty rates should be reduced.

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The Importance of the Automobile Industry

in India

The automobile industry, along with auto components industry occupies a

prominent place in the fabric of the Indian economy. This is primarily

due to the fact that this industry has strong forward and back word

linkage whit several key segment of the economy. Thus the automotive

industry has a strong multiplier effect and is capable of being the driver

of economic growth. In addition, a sound transportation system plays a

vital role in the countries rapid economic and industrial development and

the well developed Indian automotive industry ably fulfils this catalytic

role by producing a wide variety of vehicles :passenger cars, light ,

medium heavy commercial vehicles, multi utility vehicles such as jeeps,

scooters, motorcycle, mopeds , three-wheelers, tractors,etc.

Types of Vehicles

 Agriculture

 Municipal

 Pleasure Car

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 School Bus

 Special Purpose Category I

 Special Purpose Category II

 State

 Street Rod

 Tractor

 Trailer

 Truck

 Volunteer

 Weight Permit

 "Other"

 All Terrain

 Antique

 Exhibition

 Farm Use Only

 Farm Tractor

 Homemade

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  Jitney/Rental

 Logging Truck

 Moped

 Motor Home

 Motor Bus

 Motorcycle

Market Strategies
Strategic management deals with the issues, concepts, theories approaches

and action choices related to an organization’s interaction with the external

environment. Strategy, in general, refers to how a give objective will be

achieved. Strategy, therefore, is mainly concerned with the relationship

between ends and means, that is , between the results we seek and the

resources at our disposal. For the most part, strategy is concerned with

deploying the resources at your disposal whereas tactics is concerned with

employing them. Together, strategy and tactics bridge the gape between ends

and means.

Some organizations are groups of different business and functional units,

each of them must be having its own set of rules, which may not necessarily

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be same as the goals of the corporate headquarters looking after the interests

of the entire organization. Since the goals are different and means to achieve

them are different, strategies are likely to be different. This understanding

has led to the hierarchical division of strategy at two levels; a business –

level (competitive) strategy and a company-wide strategy (corporate

strategy) (Porter, 1987). In addition to these strategies, many authors also

mentions functional strategies, practiced by the functional units of a business

unit as another level of strategy.

Corporate Strategies
These are concerned with the broad, long-term question of “what businesses

are we in, and what to do with these businesses?” The corporate strategy sets

the overall direction the organization will follow. It matters whether a firm is

engaged in one or seferal businesses. This will influence the overall strategic

direction, what corporate strategy is followed, and how that strategy is

implemented and managed. Corporate strategies vary from drastic

retrenchment through aggressive growth. Top management need to carefully

assess the environment before choosing the fundamental strategies the

organization will used to achieve the corporate objectives.

Competitive Strategies

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Those decisions that determine how the firm will compete in a specific

business or industry. This involves deciding how the company will compete

within each line of business or strategic business unit(SBU). Competitive

strategies include being a low-cost leader, differentiator, or focuser.

Formulating a specific competitive strategy requires understanding the

competitive forces that determine how intense the competitive forces are and

how best to compete.

Functional Strategies

Also called operational strategies, are the short-term (less than one year),

goal-directed decisions and actions of the organization’s various functional

departments. These are more localized and shorter-horizon strategies and

deal with how each functional area and unit will carry out its functional

activities to be effective and maximize resource productivity. Functional

strategies identify the basic courses of action that each functional department

in strategic business unit will pursue to contribute to the attainment of its

goals.

In a nutshell, corporate level strategy identifies the portfolio of business that

in total will comprise the corporation and the ways in which these businesses

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will relate.The competitive strategy identifies how to build and strengthen

the business’s long-term competitive position in the marketplace while the

functional strategies identify the basic courses of action that each department

will pursue to contribute to the attainment of its goals.

Corporate Strategy

Corporate strategy is essentially a blueprint for the growth of the firm. The

corporate strategy sets the overall detraction for the organization to follow. It

also spells out the extent, pace and timing of the firm’s growth. Corporate

strategy is mainly concerned with the choice of businesses, product and

markets. The competitive and functional strategies of the firm are formulated

to synchronize with the corporate strategy to enable it to reach its desired

objectives. Defined formally, a corporate-level strategy is an action taken to

gain a competitive advantage through the selection and management of a

mix of businesses competing in several industries or product markets.

Corporate strategies are normally expected to help the firm earn above-

average returns and create value for the shareholders (Markides, 1997).

Corporate strategy addresses the issues of a multi-business enterprise as a

whole. Corporate strategy address issues relating to the intent, scope and

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nature of the enterprise and in particular has to provide answers to the

following questions:

 What should be the nature and values of the enterprise in the broadest

sense? What are the aims in terms of creating value for stakeholders?

 What kind of business should we be in? What should be the scope of

activity in the future so what should we divest and what should we

seek to add?

 What structure, systems and processes will be necessary to link the

various businesses to each other and to the corporate center?

 How can the corporate center add value to make the whole worth

more than the sum of the parts?

A primary approach to corporate level strategy is diversification, which

requires the top-level excutives to craft a multibusiness strategy. In fact,

one reasonfor the use of a diversification strategy’s that managers of

diversified firms possess unique management skills that can be used to

develop multibusiness strategies and enhance a firm’s competitiveness

(Collins and Montgomery, 1998). Most corporate level strategies have

three major components:

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a) Growth or directional strategy, outlines the growth objectives ranging

from drastic retrenchment through stability to varying degrees of

growth and methods and approaches to accomplish these objectives.

b) Corporations are responsible for creating value through their

businesses. They do so by using a portfolio strategy to manage their

portfolio of businesses, ensure that the businesses are successful over

the long-term, develop business units, and ensure that each business is

compatible with others in portfolio. Portfolio strategy plans the

necessary moves to establish positions in different businesses and

achieve an appropriate amount and kind of diversification. Portfolio

strategy is an important component of corporate strategy in a

multibusiness corporation. The top management views its product

lines and business units as a portfolio of investments from which it

expects a profitable return. A key part of a corporate is making

decisions on how many, what types, and which specific lines of

business the company should be in. this may involve decisions to

increase or decrease the breadth of diversification by closing out some

lines of business, adding others, and changing emphasis among the

portfolio of businesses. A portfolio strategy is concerned not only

about choice of business portfolio, but also about portfolio pf

chain activities and selling of outputs. In short, a portfolio strategy

facilitates efficient allocation of corporate resources, links the

businesses and geographically dispersed activities and builds synergy

leading to corporate or parenting advantage.

c) Corporate parenting strategy, which tries to capture valuable cross-

business strategic fits in a portfolio of business and turn them in to

competitive advantages, especially transferring and sharing related

technology, procurement leverage, operating facilities, distribution

channels, and/or customers. In other words, t decides how we allocate

resources and manages capabilities and activities across the portfolio-

where do we put special emphasis, and how much do we integrate our

various lines do business. Corporate parenting views the corporation

in terms of resources and capabilities that can be used to build

business unit values as well as generate synergies across business

units. Corporate parenting generates corporate strategy by focusing on

the core competencies of the Parent Corporation and on the value

create from the relationship between the parent and its businesses. To

achieve corporate parenting advantage a corporation needs to do at

least the following.

 Superior acquisition and development of corporate resources.

 Effective deployment, monitoring and controlling of corporate

resources.

 Sharing and transferring of resources from one business to

other leading to synergy.

Stability strategy

Stability strategy is a strategy in which the organization retains its present

strategy at the corporate level and continues focusing on its present products

and markets. The firm stays with its current business and product markets;

maintains the existing level of efforts; and is satisfied with incremental

growth. It does not seek to invest in new factories and capital assets, gain

market share, or invade new geographical territories. Organizations choose

this strategy when the industry in which it operates or the state of the

economy is in turmoil or when the industry faces slow or no growth

prospects. They also choose this strategy when they go through a period of

rapid expansion and need to consolidate their operations before going for

another bout of expansion.

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Growth strategy

Firms choose expansion strategy when their perceptions of resource

availability and past financial performance are both high. The most common

growth strategies are diversification at the corporate level and concentration

at the business level. Reliance industry, a vertically integrated company

covering the complete textile value chain has been repositioning itself to be

a diversified conglomerate by entering into a range of business such as

power generation and distribution, insurance, telecommunication. And

information and communication technology services. Diversification is

defined as the entry of a firm in to new lines of activity, through internal or

external modes. The primary reason a firm pursues increased diversification

are value creation through economic of scale and scope, or market

dominance. In some cases firms choose diversification because of

government policy, performance problems and uncertainty about future cash

flow. In one sense, diversification because of government policy,

performance problems and uncertainty about future cash flow. In one sense,

diversification is a risk management tool, in that it’s successful use reduces a

industry. Risk plays a very vital role in selecting a strategy and hence,

continuous evaluation of risk is linked with a firm’s ability to achieve

strategic advantage (Simons, 1999). Internal development can take the form

of investments in new products, services, customers segments, or geographic

markets including international expansion. Diversification is accomplished

through external modes through acquisitions and joint ventures.

Concentration can be achieved through vertical or horizontal growth.

Vertical growth occurs when a firm takes over a function previously

provided by a supplier or a distributor. Horizontal growth occurs when the

firm expands products into new geographic areas or increases the range of

products and services in current markets.

Retrenchment Strategy:

Many firms experience deteriorating financial performance resulting from

market erosion and wrong decisions by management. Managers respond by

selecting corporate strategies that redirect their attempt to turnaround the

company by improving their firm’s competitive position or divest or wind up

the business if a turnaround is not possible. Turnaround strategy is a form of

retrenchment strategy, which focuses on operational improvement when the

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state of decline is not severe. Other possible corporate level strategic

responses to decline include growth and stability.

Combination strategy

The three generic strategies can be used in combination; they can be

sequenced, for instance growth followed by stability, or pursued

simultaneously in different parts of business unit. Combination strategy is

designed to mix growth, retrenchment, and stability strategies and apply

them across a corporation’s business units. A firm adopting the combination

strategy may apply the combination either simultaneously (across the

different businesses) or sequentially. For instances, Tata Iron & Steel

Company (TISCO) had first consolidated its position in the core steel

business, then divested some of its non-core businesses. Reliance Industries,

while consolidating its position in in the existing businesses such as textile

and petrochemicals, aggressively entered new areas such as Information

Technology.

Expansion through Intentisification

Intensification involves expansion within the existing line of business.

Intensive expansion strategy involves safeguarding the present position and

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expanding in the current product –market space to achieve growth targets.

Such an approach is very useful for enterprises that have not fully exploited

the opportunities existing their current products-market domain. A firm

selecting an intensification strategy concentrates on primary line of business

and looks for ways to meet its growth objectives by increasing its size of

operations in its primary business. Intensive expansion of the firm can be

accomplished in three ways, namely, market penetration, market

development and product development first suggested in Ansoff’s model.

Intensification strategy is followed when adequate growth opportunities

exist in the firm’s current products-market space. However, while going in

for internal expansion, the management should consider following factors.

 While there are number of expansion options, the one with the highest

net present value should be the first choice.

 Competitive behavior should be predicted in order to determine how

and when the competitors would respond to the firm’s actions. The

firm must also access its strengths and weaknesses against its

competitors to ascertain its competitive advantage.

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