ON THE JOB TRAINING (O-J-T) [4 WEEKS]

ON
SWOT ANALYSIS OF AUTHORIZED DEALER
BRAJESH AUTOMOBILES PRIVATE LIMITED

SUBMITTED BY:
NAME UNIVERSITY UNDER THE
REGISTRATION NO. GUIDANCE OF

Firdos jahan 20302102009 Mr. Mayank Shandil

Session:2020-2023 (BBA 3rd year)

Submitted for the partial fulfilment of degree of Bachelors of Business
Administration

VIDYA VIHAR INSTITUTE OF TECHNOLOGY, PURNEA.

AFFILIATED TO ARYABHATTA KNOWLEDGE UNIVERSITY,
PATNA.

i
 DECLARATION

This is hereby stated that this report is very original in every sense of the term and it carries a
sense of creditability and strength and that I have taken no shortcuts and remained both
rigorous and scholarly. I have tried our best to keep this work as watertight and squeaky clean
as possible.

It may be further stated that in the preparation of this report some aid has been taken from a
pool of professionally shared knowledge, a detailed description of which has been mentioned
in the bibliography section of this report.

Date:

Place:

NAME UNIVERSITY ENROLMENT NO. SIGNATURE

Firdos Jahan 20302102009

ii
 FACULTY GUIDE CERTIFICATE

This is to certify that Miss FIRDOS JAHAN, Roll no.72010, student of BBA department
Vidya Vihar Institute of Technology, purnea have completed their Industrial training at
BRAJESH AUTOBMOBILE PRIVATE LTD. MAHINDRA for the partial fulfilment of
requirement for the award of “BACHELOR OF BUSINESS ADMINISTRATION” degree
of Aryabhatta Knowledge University, Patna.

This is the record of the student’s own study carried under our supervision and guidance.

Internal Examiner: External Examiner:

Name: Name:
Signature: Signature:

iii
 ACKNOWLEDGEMENT

“EXPERIENCE IS ONE THING YOU CAN’T GET FOR NOTHING.” By Oscar Wilde

No endeavour is complete without acknowledgement those who helped us to complete this

project & make it a success. Our sincere thanks to Vijay Kumar Singh, HOD of BBA
Department of VVIT, for giving us the opportunity to do this project work.

I would like to put on record our deep sense of gratitude towards our faculty member Mr.
Mayank Shandil, who has been our guide for this project and helped us out in completion of
this project report.

I would like to place our gratitude to all concerned respectable executives of Mahindra and
Mahindra Ltd. For giving us information regarding project which has been a pure learning
experience and which have enlightened our knowledge and skills.

I would also like to express our gratitude towards the HR manager Mr. Bhola Ray who gave
us his precious time. I would like to thank Mr. Ravishankar Jha for helping us and allowing
us to collect information about such an esteemed organization.

I wish to express our heartfelt thanks to Mr. Snehanshu Shekhar (sales manager) special
thanks to our mentors for guidance and co-operation during the project and infect without his
assistance it would have been very difficult as far as structuring the project is concerned. I
would be always grateful to them for their help and support.

Last but not the least I would like to thanks our family and friends as well as other staff and
well- wishers of Mahindra and Mahindra and Brajesh Automobile Private Limited.

iv
 EXECUTIVE SUMMARY

As a part of curriculum summer training was undertaken with Brajesh Automobiles Private
Limited, Purnea (Bihar). It is classified as Non-govt Company and is registered at Registrar
of Companies, Patna. It started with very modest retail of about 18-20 vehicles a year. It has
grown to almost 5800 vehicles per annum now. Its authorized share capital is Rs. 32.500,000
and its paid-up capital is Rs. 28.810.000. The Company has different branches & facilities
located throughout Bihar.

1.Project title:

“SWOT ANALYSIS OF BRAJESH AUTOMOBILES PRIVATE LIMITED”

This project consists following elements:

2. Objective:

“To identify the strength, weakness, opportunity, threats of Brajesh Automobiles Private
Limited, (Purnea) under Mahindra & Mahindra Limited (Parent Company).

3. Scope:

The survey involved gathering wide information about the company, its product, customer
satisfaction and impact of various competitive firms on the company. From the information
collected, various aspects were defined where the company needs to focus more to improve
the efficiency of marketing team of Mahindra automotives.

Research has to find a solution to estimate a particular problem or has to follow the way
through which organization gets the idea "How to win over its competitors?”

4. Research Methodology:

This study is a descriptive type of research and the quantitative approach is used.

a) For Primary Data: - Questionnaires & Personal Interview is used.

b) For Secondary Data: - Data provided by company, books. magazines & Internet

c) Instrument of the Study: - Research Questionnaire.

d) Sample Size: - 100 for Employees & 50 for Customers

v
c) Sample Unit: - Dealer

5. Suggestions:

Brajesh Automobiles Mahindra Purnea can improve their business by focusing on several key
areas. First, they could enhance their marketing efforts to increase brand awareness and
attract more customers. Second, they should prioritize customer satisfaction by providing
excellent service and support. Third, they could invest in technology to streamline their
operations and improve efficiency. Fourth, they could expand their product offerings to meet
the diverse needs of their customers. Finally, they should develop a strong team culture that
fosters collaboration and innovation to drive growth and success in the long term.

6.Findings:

65% of respondents ranks good relationship with the customers as IS

35% of respondents ranks Quick Issue Reimbursement.

7.Conclusion:

Consumers herein are highly involved in a purchase and are aware about BAPL. Majority of
customers are satisfied with the design of the vehicle. The company is offering good services,
which reflects the satisfaction of the customer.

Mahindra Automotives to increase its market share in commercial passenger segment and
MPVs. The main research that followed is to know “SWOT ANALYSIS OF BRAJESH
AUTOMOBILES PRIVATE LIMITED.” Due to the limited resources and time constraints,
it was conducted within the nearby area.

vi
 TABLE OF CONTENTS

CHAPTERS TOPIC PAGE NO.

a. Company profile 1-15

b. About dealer
CHAPTER 1

a. Topic introduction (SWOT) 16-25

b. SWOT analysis of Mahindra
CHAPTER 2 c. SWOT analysis of BAPL

a. Objective of the study 26-29

b. Need of the study
CHAPTER 3 c. Scope of the study
d. Limitation of the study

a. Research methodology 30-43

b. Data interpretation
CHAPTER 4

a. Findings 44-51
b. Suggestion
CHAPTER 5 c. Conclusion
d. Learning
e. Bibliography
f. Questionnaire

vii
 CHAPTER 1

INTRODUCTION
COMPANY BACKGROUND

Mahindra & Mahindra is a core unit of conglomerate Mahindra Group. A major

producer of sport utility vehicles, trucks and farm tractors, the company is active in
the domestic and international markets.

The conglomerate was founded in 1945 as a steel trading company. It was established
by Jagdish Chandra Mahindra, his brother Kailash Chandra Mahindra, partner
Ghulam Mohammed and the city now known as Mumbai. J.C. Mahindra was the
grandfather of Anand Mahindra, the current chairman.

After India won independence from Britain in 1947, Mohammed entered politics in
Pakistan, leaving the management of the company to the Mahindra brothers. The
company then began building four-wheel-drive vehicles and, on the strength of the
auto business, gradually expanded its empire.

Anand Mahindra studied at Harvard Business School in the U.S. before going to work
for a group company. In 1991, he joined the Mahindra & Mahindra management
team. He became president in 1997.

The company scored hits with its SUVs in the 2000s, helping to cement its presence
in the passenger car business. In 20I10, it took over South Korean automaker

1
Ssangyong Motor. It also acquired domestic start-ups and became the first Indian
company to market electric vehicles.

Mahindra Group is also engaged in the agricultural, financial services and Information
Technology services sectors. The founding family and group companies own more
than 20% of Mahindra & Mahindra.

Organizational analysis: -

VISION: -

Indians are second to none the world. The founders of our nation and of our company
passionately believed this. I will prove them right by believing in ourselves and by
making M&M Ltd. known worldwide for the quality of its product and services.

MISSION: -

I don’t have a group wide mission statement. Our core purpose is what makes all of us
what to get up and come to work in the morning.

GOALS AND OBJECTIVES: -

● To provide highly technologically innovative product.

● To make the production system more efficient.

2
 About Mahindra & Mahindra

Mahindra & Mahindra Overview

Parent
Mahindra
Company
Category Sedans, SUV’s, Two-wheelers
Sector Automobiles
Tagline/ Slogan Rise; Every 2 minutes a Mahindra is born
Mahindra SUV’s have a stronghold in the Indian commercial taxi market
USP
which have good performance o tough terrains

Mahindra & Mahindra STP

Segmentation Complete automobile segment including sedans & SUV’s
Target Market Young executives from the upper-middle income bracket
A brand which promotes new thinking, accepts no limits and drives
Positioning
positive change

Mahindra & Mahindra Product Portfolio

Mahindra & Mahindra Product Portfolio

1. Mahindra Bolero 2. Mahindra Renault Logan
3. Mahindra Scorpio 4. Mahindra Verito
Brands 5. Mahindra Xylo
The above-mentioned brands are the prominent products under the Mahindra &
Mahindra product portfolio.

3
 LEADERSHIP
“MEET THE PEOPLE WHO SPUR US TO OUR SUMMIT AND INSPIRE US
TO AIM HIGHER”
M & M - COMPANY INFO

KESHUB MISHRA

CHAIRMAN EMERITUS, MAHINDRA & MAHINDRA

ANAN MAHINDRA

CHAIRMAN, MAHINDR GROUP

DR. ANISH SAH

MANAGING DIRECTOR AND CEO, MAHINDRA & MAHINDRA

RAJESH JEJURIKAR

EXECUTIVE DIRECTOR (AUTO & FARM SECTORS)

4
 SNAPSHOT

Mahindra & Mahindra Limited(M&M) is an Indian multinational car manufacturing

corporation headquartered in Mumbai, Maharashtra, India. It is one of the biggest
vehicle manufacturers by production in India and the largest manufacturer of tractors
in the world. It is part of Mahindra group, an Indian conglomerate.

It was ranked 21st on a list of top companies in India by fortune India 500 in a year
2011. Its major competitors in Indian market include Maruti Suzuki, Tata motors,
Ashok Leyland and others.

SERVICE OFFERED
IT SERVICE FINANCIAL SERVICE

Connected enterprise architecture Vehicle loan

consulting, process management enterprise, Personal loan
business solution. Home loan
Fixed deposit
Infrastructure management service, Mutual fund
integrated engineering solution, mobile Personal insurance
solutions, networks next gen solutions. Business insurance

5
 MILESTONE, AWARDS AND ACCOLADES

M&M’s 61st year was studded with a number of noteworthy achievements,

prestigious prizes and glittering awards.

DUAL HONOURS FOR CHAIRMAN MR. KESHUB MAHINDRA Chairman, Mr.

Keshub Mahindra

Was awarded the “Business Visionary Award 2006” instituted by the National
Institute of Industrial Engineering (NITIE), Mumbai.

Chairman, Mr. Keshub Mahindra was also awarded the prestigious IBS
Kolkata Lifetime Achievement Award for his unparalleled contribution to
industrial growth and social and economic development of the community’.

The Institute of Chartered Financial Analysts of India’s (ICFAI) India Business

School (IBS) presented it, Kolkata, at the Strategy Summit 2007, held in Kolkata.

SLEW OF HONOURS FOR MR. ANAND MAHINDRA

Mr. Anand Mahindra, VC & MD, Mahindra Group, received a number of prestigious
awards in 2006-07, including:

o The prestigious CNBC Asia Business Leader of the Year Award for
the Year 2006 as well as the CNBC TV India “Business Leader of the
Year Award”.

o The ‘CEO of the Year’ award at the India Brand Summit 2006 co-
sponsored by Business Standard and ITM Business School in
association with Times Now and DNA newspaper.

o The LMA Entrepreneur of the Year 2006 award, instituted by the

Ludhiana Management Association (LMA).

o The Most Inspiring Corporate Leader of the Year’ Award by NDTV

Profit

o The NDTV Profit – Car & Bike Award 2007 for Automobile Man of
the Year.

6
Mr. Anand Mahindra was also nominated as a Member of the Council of the
Executive Committee of the National Sports Development Fund (NSDF) of the Govt.
of India. He was featured in the list of 50 Most Influential Indians in Business Week’s
edition dated August 13, 2007

HIGHEST CRISIL RATING FOR M&M

M&M has received the highest Governance & Value Creation rating, CRISIL GVC
Level – I from CRISIL for the ability to create value for all stakeholders, while
adopting sound corporate governance practices.

● DUN & BRADSTREET AMERICAN EXPRESS CORPORATE

AWARDS 2006
● MAHINDRA RECEIVES AMITY HR EXCELLENCE AWARD
● GLOBAL HR EXCELLENCE AWARD FOR M&M
● M&M WINS BOMBAY CHAMBER GOOD CORPORATE CITIZEN
AWARD 2006-07
● GOLDEN PEACOCK AWARD FOR EXCELLENCE IN CORPORATE
GOVERNANCE
● BEST AUTOMOTIVE MANUFACTURING SUPPLY CHAIN
EXCELLENCE AWARD

HIGH RANKINGS FOR MAHINDRA

M&M was ranked second in the prestigious e Most Trusted Car Company in India
study conducted by TNS. M&M scored 127 points, just seven points below the top-
ranking company, according to a TNS communiqué.

7
 o M&M was ranked 14th in The Economic Times prestigious ‘ET 500’
list of top achieving companies in India? The company has moved up
four ranks from last year. To quote from the ‘ET 500’ write-up:

PRODUCTS OF MAHINDRA [ New Products Launched]

Mahindra CRUZIO – A brand-new range of BS6 ready buses with patented

Mahindra Fuel Smart Technology to save fuel.

XUV500 – W3 A new entry-level variant of XUV500, offering hi-tech features and

thrilling performance at a competitive price.

Thar 700 – With its go-anywhere capability, Thar 700 is a true-blue off-roader and a
typical Mahindra breed that exemplifies the company’s rich 4×4 heritage.

XUV300 AMT – An easier to drive, innovative, new Automated Manual

Transmission (AMT) version of XUV300 with auto SHIFT technology

Jeeto Plus – A new variant of the minitruck Jeeto platform, offering higher load-
carrying ability and lower operating costs.

New Bolero City Pik-Up – An ideal pick up with easy manoeuvrability for intra-city
business trips and urban goods transportation.

New Bolero Camper Range – A refresh of the double cabin pick-up Bolero Camper,
with
increased payload capacity.

SP PLUS Series – Comes with a powerful engine for superior performance and
compatibility with all agricultural applications.

XP PLUS Series – Gives maximum power without compromising on mileage.

Supro Minitruck VX – Conceptualised for intercity and intracity business needs, the
VX variant carries a higher payload.

Funster: Roadster concept – with a playful convertible mode A ‘sports electric

vehicle’ that reaches 0 to 100 kmph in just 5 seconds.

8
A.T.O.M.: Smart Commute – A micro car designed to appeal to the emerging new
India and transform the face of clean, comfortable and smart mobility.

ORGANIZATIONAL PROFILE
BRIEF HISTORY OF THE DEALER

NAME OF THE ORGANIZATION BRAJESH AUTOMOBILE PVT

LTD.
ESTABLISHMENT 1987

VEHICALS BRANDS PERSONAL& COMMERCIAL

ADDRESS N.H 31, INDUSTRIAL GROWTH

CENTRE, MARANGA, PURNEA, BIHAR
854301
CONTACT.NO 8130499608

9
WEBSITE http://www.brajeshautos.com/

AREA COVERED PURNIA DISTRICT

MANAGEMENT PROFILE OF BRAJESH AUTOMOBILES

CHAIRMAN RAMESH CHANDRA MISHRA

SALES MANAGER ARCHANA KUMARI

WORKSHOP MANAGER CHIRANJIWI

SERVICE SUPERVISOR ATANU

ACCOUNTANT V.N RAY

HUMAN RESOURCE MANAGER SHASHI RANJAN

GENERAL MANAGER AVINASH MISHRA

10
TOTAL NUMBER OF EMPLOYEES IN APPROX 150
SALES AND SERVICE DEPARTMENT

11
 BRAJESH AUTOMBILES PRIVATE LIMITED

Brajesh Automobiles Pvt. Ltd came into inception in the year 1987 and started with
very modest retail of about 18-20 vehicles a year. It has grown to almost 5800
vehicles per annum now. All this would not have been possible without the able
guidance of our Managing Director, Sri Ramesh Chandra Mishra and his able and
great team.

THE COMPANY’s MISSION

“To work towards total satisfaction of all the stakeholder’s viz. customer,
employees and shareholders through Employee motivation, modern
management practices and use of it”
THE COMPANY’s VISION
“To be the most respected business house in the state.

Vision

● To be the most respected business house in the state

Mission
• To work towards total satisfaction of all the stakeholder’s viz. customer,
employees and shareholders through Employee motivation, modern
management practices and use of it.

12
PRODUCTS OFFERED BY BRAJESH AUTOMOBILES PVT LTD.

PERSONAL VEHICLES
Mahindra Marazzo.
Mahindra Marazzo is a 7-seater MUV
available in a price range of ₹ 13.70 -
16.02 Lakh. It is available in 6 variants,
1497 cc engine option ...
Price: ₹ 13.70 Lakh onwards
Seating Capacity: 7- & 8-Seater
Fuel Type: Diesel
Engine: 1497 cc

Mahindra XUV300 is a 5-seater SUV

available in a price range of Rs. 8.41 -
14.07 Lakh*. It is available in 21
variants, 2 engine options that are BS6
compliant ...
BHP: 108.62 - 128.73 Bhp
Engine: 1197 cc - 1497 cc
Mileage: 16.5 - 20.1 kmpl

Mahindra Bolero. Mahindra

Bolero is a 7-seater Compact SUV
available in a price range of ₹ 9.53 -
10.48 Lakh. It is available in 3 variants,
1493 cc engine ...
Price: ₹ 9.53 Lakh onwards
Fuel Type: Diesel
Seating Capacity: 7-Seater
Engine: 1493 cc

13
 Mahindra Bolero Neo.
Mahindra Bolero Neo is a 7-seater Compact
SUV available in a price range of ₹ 9.48 - 11.99
Lakh. It is available in 5 variants, 1493 cc ...
Price: ₹ 9.48 Lakh onwards
Fuel Type: Diesel
Seating Capacity: 7-Seater
Engine: 1493 cc

Mahindra Thar
It is a 4-seater SUV available in a price range of
Rs. 9.99 - 16.49 Lakh*. It is available in 13
variants, 3 engine options that are BS6
compliant ...
Drive Type: RWD / 4X4
BHP: 116.93 - 150.0 Bhp
Mileage: 15.2 kmpl
Engine: 1497 cc - 2184 cc

Mahindra Scorpio Classic

It is a 7-seater SUV available in a price range of
₹ 12.64 - 16.14 Lakh. It is available in 4
variants, 2184 cc engine option and 1 ...
Price: ₹ 12.64 Lakh onwards
Engine: 2184 cc
Fuel Type: Diesel
Seating Capacity: 7- & 9-Seater

Mahindra XUV700
It is a 5-seater SUV available in a price range of
Rs. 13.45 - 25.48 Lakh*. It is available in 23
variants, 2 engine options that are BS6
compliant ...
Drive Type: AWD / FWD
Seating Capacity: 5, 7
BHP: 152.87 - 197.13 Bhp
Engine: 1999 cc - 2198 cc

14
COMMERCIAL VECHILES
Mahindra Bolero City Pickup
It is available at a price range of Rs. 7.40 Lakh - 7.46
Lakh. The Mileage of this Pickup is 17.2 kmpl. This
Pickup has a wheelbase ...
Mileage: 17.2 kmpl
Max Speed: 80 KMPH
Max Torque: 195 NM
Fuel Tank: 45 Litre

Mahindra Bolero Camper

It is a 5-seater SUV available at a starting price of
Rs. 8.93 Lakh. The car is available in 3 variants, with
2 engines ...
Mileage: 13.9 KM/L
Fuel Type: Diesel
Tank Capacity: 57.0 L
Seating: 5-Seater

Mahindra Bolero
The Pickup Extra Long is a 2-seater pickup-truck
available in a price range of Rs. 8.85 - 9.12 Lakh*. It
is available in 3 variants, a 2523 cc, BS6 ...
Mileage: 14.3 kmpl
Engine: 2523 cc
Seating Capacity: 2
Transmission: Manual

The Bolero Maxx Pik-Up

It has a very sturdy build and boasts a large cargo
body. The GVW of the pickup truck is 2825 kgs and
it has a load carrying capacity of up ...
Engine: 2523
Fuel Tank: 45
Price: - ₹7,68,000.00 to ₹7,87,000.00

15
 CHAPTER 2
SWOT ANALYSIS

What Is SWOT Analysis?

SWOT (strengths, weaknesses, opportunities, and threats) analysis is a framework

used to evaluate a company's competitive position and to develop strategic planning.
SWOT analysis assesses internal and external factors, as well as current and future
potential.

A SWOT analysis is designed to facilitate a realistic, fact-based, data-driven look at

the strengths and weaknesses of an organization, initiatives, or within its industry. The
organization needs to keep the analysis accurate by avoiding pre-conceived beliefs or
Gray areas and instead focusing on real-life contexts. Companies should use it as a
guide and not necessarily as a prescription.

KEY TAKEAWAYS

● SWOT analysis is a strategic planning technique that provides assessment

tools.
● Identifying core strengths, weaknesses, opportunities, and threats leads to fact-
based analysis, fresh perspectives, and new ideas.
● A SWOT analysis pulls information internal sources (strengths of weaknesses
of the specific company) as well as external forces that may have
uncontrollable impacts to decisions (opportunities and threats).

16
● SWOT analysis works best when diverse groups or voices within an
organization are free to provide realistic data points rather than prescribed
messaging.
● Findings of a SWOT analysis are often synthesized to support a single
objective or decision that a company is facing.
● Components of SWOT Analysis
● Every SWOT analysis will include the following four categories. Though the
elements and discoveries within these categories will vary from company to
company, a SWOT analysis is not complete without each of these elements:

● Strengths
● Strengths describe what an organization excels at and what separates it from the
competition: a strong brand, loyal customer base, a strong balance sheet, unique
technology, and so on. For example, a hedge fund may have developed a proprietary
trading strategy that returns market-beating results. It must then decide how to use
those results to attract new investors.

● Weaknesses
● Weaknesses stop an organization from performing at its optimum level. They are
areas where the business needs to improve to remain competitive: a weak brand,
higher-than-average turnover, high levels of debt, an inadequate supply chain, or lack
of capital.

● Opportunities
● Opportunities refer to favourable external factors that could give an organization a
competitive advantage. For example, if a country cuts tariffs, a car manufacturer
can export its cars into a new market, increasing sales and market share.

● Threats
● Threats refer to factors that have the potential to harm an organization. For example, a
drought is a threat to a wheat-producing company, as it may destroy or reduce the
crop yield. Other common threats include things like rising costs for materials,
increasing competition, tight labour supply and so on.
● SWOT Table
● Analysts present a SWOT analysis as a square segmented into four quadrants, each
dedicated to an element of SWOT. This visual arrangement provides a quick
overview of the company’s position. Although all the points under a particular
heading may not be of equal importance, they all should represent key insights into
the balance of opportunities and threats, advantages and disadvantages, and so forth.

17
 ● The SWOT table is often laid out with the internal factors on the top row and the
external factors on the bottom row. In addition, the items on the left side of the table
are more positive/favourable aspects, while the items on the right are more
concerning/negative elements.

MAHINDRA & MAHINDRA, SWOT ANALYSIS, COMPETITORS

& USP

SWOT analysis of Mahindra & Mahindra analyses the brand by its strengths,
weaknesses, opportunities & threats. In Mahindra & Mahindra SWOT Analysis, the
strengths and weaknesses are the internal factors whereas opportunities and threats are
the external factors.

SWOT Analysis is a proven management framework which enables a brand like

Mahindra & Mahindra to benchmark its business & performance as compared to the
competitors. Mahindra & Mahindra is one of the leading brands in the automobiles
sector.

The article below lists the Mahindra & Mahindra SWOT, competitors and includes its
target market, segmentation, positioning & USP. Let us start the Mahindra &
Mahindra SWOT Analysis:

SWOT analysis of Mahindra & Mahindra analyses the brand by its strengths,
weaknesses, opportunities & threats. In Mahindra & Mahindra SWOT Analysis, the
strengths and weaknesses are the internal factors whereas opportunities and threats are
the external factors.

SWOT Analysis is a proven management framework which enables a brand like

Mahindra & Mahindra to benchmark its business & performance as compared to the
competitors. Mahindra & Mahindra is one of the leading brands in the automobiles
sector.

18
19
 SWOT ANALYSIS OF MAHINDRA & MAHINDRA

For Mahindra & Mahindra, SWOT analysis can help the brand focus on building upon
its strengths and opportunities while addressing its weaknesses as well as threats to
improve its market position.

Mahindra & Mahindra Strengths

The strengths of Mahindra & Mahindra look at the key aspects of its business which
gives it competitive advantage in the market. Some important factors in a brand's
strengths include its financial position, experienced workforce, product uniqueness &
intangible assets like brand value. Below are the Strengths in the SWOT Analysis of
Mahindra & Mahindra:

1. Mahindra has been one of the strongest brands in the Indian automobile market
2. Mahindra group give employment to over 110,000 employees
3. Excellent branding and advertising, and low after sales service cost
4. Sturdy SUV’s good for Indian roads and off-road terrain

SWOT analysis of Mahindra & Mahindra analyses the brand by its strengths,
weaknesses, opportunities & threats. In Mahindra & Mahindra SWOT Analysis, the
strengths and weaknesses are the internal factors whereas opportunities and threats are
the external factors.

SWOT Analysis is a proven management framework which enables a brand like

Mahindra & Mahindra to benchmark its business & performance as compared to the
competitors. Mahindra & Mahindra is one of the leading brands in the automobiles
sector.

intangible assets like brand value. Below are the Strengths in the SWOT Analysis of
Mahindra & Mahindra:

1. Mahindra has been one of the strongest brands in the Indian automobile
market

20
 2. Mahindra group give employment to over 110,000 employees
3. Excellent branding and advertising, and low after sales service cost
4. Sturdy SUV’s good for Indian roads and off-road terrain

Mahindra & Mahindra Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve
to increase its position further. Certain weaknesses can be defined as attributes which
the company is lacking or in which the competitors are better. Here are the
weaknesses in the Mahindra & Mahindra SWOT Analysis:

• Mahindra’s partnership with Renault did not live up to international quality

standards through their brand Logan

Mahindra & Mahindra Opportunities

The opportunities for any brand can include areas of improvement to increase its
business. A brand's opportunities can lie in geographic expansion, product
improvements, better communication etc. Following are the opportunities in
Mahindra & Mahindra SWOT Analysis:

1.Developing hybrid cars and fuel-efficient cars for the future

2.Tapping emerging markets across the world and building a global brand
3.Fast growing automobile market
4.Growing in the market through electric car Reva (controlling stake) and
entry into two-wheeler segments.

Mahindra & Mahindra Threats

The threats for any business can be factors which can negatively impact its business.
Some factors like increased competitor activity, changing government policies,
alternate products or services etc. can be threats. The threats in the SWOT Analysis of
Mahindra & Mahindra are as mentioned:

21
 1.Government policies for the automobile sector across the world
2.Ever increasing fuel prices
3. Intense competition from global automobile brands
4. Substitute modes of public transport like buses, metro trains etc.

MAHINDRA & MAHINDRA COMPETITORS

There are several brands in the market which are competing for the same
set of customers. Below are the top 12 competitors of Mahindra &
Mahindra:

1. Honda
2. Toyota
3. Nissan Motors
4. Hyundai Motors
5. Fiat
6. Mitsubishi
7. Maruti Udyog
8. Tata Motors
9. Skoda
10.Toyota
11.Volkswagen
12.Ford

22
 SWOT ANALYSIS OF BRAJESH AUTOMOBILES MAHINDRA,
PURNEA

Introduction:
Brajesh Automobiles is a well-established dealership for Mahindra Vehicles in
purnea, Bihar. The dealership is well-known for its wide range of vehicles, customer-
centric approach, and after-sales services. This report aims to analyse the dealership’s
internal and external factors that influence its performance through a SWOT analysis.

Strengths:

Strong brand recognition: Mahindra is a well-known brand in the automotive industry

and has a strong reputation for producing quality vehicles.

Wide range of products: Brajesh Automobiles Mahindra Purnea offers a wide range of
vehicles, including SUVs, commercial vehicles, and tractors, which allows them to
cater to a diverse customer base.

Experienced management: The company has an experienced management team with a

deep understanding of the industry and its customers.

Well-established network: Brajesh Automobiles Mahindra Purnea has a well-

established network of dealerships and service centres, which helps them to reach a
wider audience.

23
Weaknesses:

Limited geographic reach: The Company’s operations are limited to the Purnea
region, which may limit their growth potential.

Dependence on Mahindra: Brajesh Automobiles Mahindra Purnea is heavily reliant

on Mahindra for its products, which may limit its ability to differentiate itself from
competitors.

Limited product innovation: The company has not introduced any major innovations
in its product offerings in recent years, which may make it difficult to attract new
customers.

Opportunities:

Growing demand for SUVs and commercial vehicles: There is a growing demand for
SUVs and commercial vehicles in India, which presents an opportunity for Brajesh
Automobiles Mahindra Purnea to expand its offerings.

Expansion into new regions: The company can expand its operations into new regions
to tap into new customer bases and increase its revenue.

Embracing electric vehicles: As the demand for electric vehicles grows, Brajesh
Automobiles Mahindra Purnea can introduce new electric vehicle offerings to attract
eco-conscious customers.

Threats:

Intense competition: The automotive industry is highly competitive, and Brajesh

Automobiles Mahindra Purnea faces intense competition from both domestic and
international brands.

Economic slowdowns: Economic slowdowns can negatively impact the demand for
new vehicles, which can affect the company's revenue.

24
Government regulations: Changes in government regulations, such as taxes and
emissions standards, can affect the company's operations and profitability.

25
 CHAPTER 3
OBJECTIVES OF THE STUDY

The objective of a SWOT analysis of the study is to evaluate the Strengths,

Weaknesses, Opportunities, and Threats of the business. The purpose of conducting a
SWOT analysis is to identify the internal and external factors that could positively or
negatively impact the company. The following are the objectives of a SWOT analysis
study:

To identify the internal strengths of the company such as its reputation, brand image,
experienced workforce, financial stability, and effective management.

To identify the internal weaknesses of the company such as lack of investment in

research and development, out-dated technology, limited product range, and poor
customer service.

To identify the external opportunities for the company such as untapped market
segments, emerging trends, new product development, and favourable government
regulations.

To identify the external threats to the company such as increased competition,

changing customer preferences, and unfavourable market conditions.

NEED FOR THE STUDY

The study of SWOT analysis for Brajesh Automobiles in Purnea is important because
it can help the company to identify its strengths, weaknesses, opportunities and
threats. This information can be useful in making informed business decisions and
formulating strategies for growth and improvement.

Strengths: By identifying its strengths, Brajesh Automobiles can build upon them and
use them to gain a competitive advantage. For example, the company may have a
strong brand reputation, a well-established customer base, or access to unique
resources. Weaknesses: By recognizing its weaknesses, Brajesh Automobiles can

26
work to overcome them and improve its overall performance. For example, the
company may have a limited product line, lack of technology, or poor management
practices. Opportunities: By analysing market trends and industry developments

SCOPE FOR THE STUDY

The scope of the study can include a variety of topics related to the company and its
operations. Here are some potential areas of focus:

Market analysis: A study could analyse the local market in Purnea and the
surrounding areas to assess the demand for Mahindra vehicles and identify potential
opportunities for growth.

Sales and marketing strategies: A study could examine the sales and marketing
strategies employed by Brajesh Automobiles Mahindra Purnea, such as the
effectiveness of their advertising campaigns and customer relationship management
practices.

Customer satisfaction and loyalty: A study could assess customer satisfaction and
loyalty levels by conducting surveys or analysing customer feedback to identify areas
for improvement and enhance the customer experience.

LIMITATIONS

● Time has been major constraints throughout the study as it has been only fir
duration for 15 days.

● As this survey was restricted to purnea this cannot be stated as in-depth

research on this subject.

● Enough care is taken in formulating the questionnaire, still some errors may
creep in.

● Quality verses price was not taken into consideration.

27
 ● The project is based on the interview methodology by a stured questionnaire
and the personal skills of the person undertaking the project affect the results.

SANKALP

SANKALP (Sales and Distribution Network Development Program) is a sales and

distribution initiative of Mahindra and Mahindra, a leading Indian multinational
conglomerate. The program aims to enhance the sales and distribution network of the
company and improve the overall customer experience. The sales process of
SANKALP can be broadly divided into the following steps:

Customer Engagement: The sales team engages with potential customers to

understand their needs and provide them with information about the products and
services offered by Mahindra and Mahindra.

Product Demonstration: The sales team demonstrates the products and services to the
customers, highlighting the key features and benefits.

Deal Negotiation: The sales team negotiates with the customers to arrive at a mutually
acceptable deal, taking into account the customer's budget and requirements.

Contract Signing: Once a deal has been agreed upon, the customer and the sales team
sign a contract to formalize the agreement.

Delivery and Installation: The products and services are delivered and installed at the
customer's location.
28
Post-Sales Support: The sales team provides post-sales support to the customer,
addressing any questions or issues that may arise.

The SANKALP sales process is designed to be customer-centric and aims to provide

a seamless and hassle-free experience for the customers. The program is constantly
being reviewed and improved to ensure that it meets the changing needs of the
customers and the market.

29
 CHAPTER 4
METHODOLOGY
RESEARCH METHODOLOGY

• Research Design
• Research Process
• Data collection
• Samples size
• Errors in the study
• Scope and the Limitation of the study

RESEARCH METHODOLOGY

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

Research studies evolve through a series of steps, each representing the answer to a
key question.

INTRODUCTION

This chapter aims to understand the research methodology establishing a framework

of evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also
dealt with and lead to a logical deduction towards the analysis and results.

RESEARCH DESIGN

I propose to first conduct intensive secondary research to understand the full impact
and implication of the industry, to review and critique the industry norms and reports,
on which certain issues shall be selected, which I feel remain unanswered or liable to
change, this shall be further taken up in the next stage of exploratory research.

30
This stage shall help me to restrict and select only the important question and issue,
which inhabit growth and segmentation in the industry.

The various tasks that I have undertaken in the research design process are:
o Defining the information need
o Design the exploratory, descriptive and causal research.

RESEARCH PROCESS
The research process has four distinct yet interrelated steps for research analysis it has
a logical and hierarchical ordering:
o Determination of information research problem.

o Development of appropriate research design.

o Execution of research design.

o Communication of results.
Each step is viewed as a separate process that includes a combination of task, step and
specific procedure. The steps undertake are logical, objective, systematic, reliable,
valid, impersonal and ongoing.

EXPLORATORY RESEARCH
The method I used for exploratory research was

o Primary Data
o Secondary data

PRIMARY DATA
New data gathered to help solve the problem at hand. As compared to secondary data
which is previously gathered data. An example is information gathered by a
questionnaire. Qualitative or quantitative data that are newly collected in the
course of research, Consists of original information that comes from people and

31
includes information gathered from surveys, focus groups, independent observations
and test results. Data gathered by the researcher in the act of conducting research.

This is contrasted to secondary data, which entails the use of data gathered by
someone other than the researcher information that is obtained directly from first-
hand sources by means of surveys, observation or experimentation. Primary data is
basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA
Information that already exists somewhere, having been collected for another purpose.
Sources include census reports, trade publications, and subscription services. There
are two types of secondary data: internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than the current
investigation Researching information, which has already been published? Market
information compiled for purposes other than the current research effort; it can be
internal data, such as existing sales-tracking information, or it can be research
conducted by someone else, such as a market research company or the U.S.
government.

Secondary source of data used consists of books and websites

My proposal is to first conduct an intensive secondary research to understand the full

impact and implication of the industry, to review and critique the industry norms
and reports, on which certain issues shall be selected, which I feel remain unanswered
or liable to change, this shall be further taken up in the next stage of exploratory
research.

DESCRIPTIVE RESEARCH
STEPS in the descriptive research:
• Statement of the problem
• Identification of information needed to solve the problem

• Selection or development of instruments for gathering the information

• Identification of target population and determination of sampling Plan.
• Design of procedure for information collection
• Collection of information
• Analysis of information
• Generalizations and/or predictions

32
DATA COLLECTION
Data collection took place with the help of filling of questionnaires. The questionnaire
e method has come to the more widely used and economical means of data collection.
The common factor in all varieties of the questionnaire method is this reliance on
verbal responses to questions, written or oral. I found it essential to make sure
the questionnaire was easy to read and understand to all spectrums of people in
the sample. It was also important as researcher to respect the samples time and energy
hence the questionnaire was designed in such a way, that its administration would not
exceed 4-5 mines. These questionnaires were personally administered.

The first-hand information was collected by making the people fill the questionnaires.
The primary data collected by directly interacting with the people. The respondents
were contacted at shopping malls, markets, places that were showrooms and near to
showrooms of the consumer durable products etc.

The data was collected by interacting with 40 customer and 15 employees’

respondents who filled the questionnaires and gave me the required necessary
information. The respondents consisted of housewives, students, businessmen,
professionals etc. The required information was collected by directly interacting
with these respondents.

Determination the sample plan and sample size

TARGET POPULATION
It is a description of the characteristics of that group of people from whom a course is
intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience the audience to be served by our
project includes key demographic information (i.e.; age, sex etc.).The specific
population intended as beneficiaries of a program. This will be either all or a subset of
potential users, such as adolescents, women, rural residents, or the residents of a
particular geographic area. Topic areas: Governance, Accountability and Evaluation,
Operations Management and Leadership.

33
A population to be reached through some action or intervention; may refer to
groups with specific demographic or geographic characteristics. The group of
people you are trying to reach with a particular strategy or activity. The target
population is the population I want to make conclude an ideal situation; the sampling
frames to matches the target population. A specific resource set that is the object or
target of investigation. The audience defined in age, background, ability, and
preferences, among other things, for which a given course of instruction is intended. I
have selected the sample trough Simple random Sampling.

SAMPLE SIZE:
This involves figuring out how many samples one need.

The numbers of samples you need are affected by the following factors:

o Project goals
o How you plan to analyse your data
o How variable your data are or are likely to be
o How precisely you want to measure change or trend
o The number of years over which you want to detect a trend
o How many times a year you will sample each point

o How much money and manpower you have

SAMPLE SIZE
I have targeted 40 customer and 15 employees in the age group above 21 years for the
purpose of the research. The target population influences the sample size. The target
population represents the Purnia district regions. The people were from different
professional backgrounds. The details of our sample are explained in chapter named
primary research where the divisions are explained in demographics section.

Research Design
Research design is a conceptual structure within which research was conducted. A
research design is the detailed blueprint used to guide a research study towards its
objective. It is a series of advanced decision taken together comprising a master plan
or a model for conducting the research in consonance with the research objectives.

34
Research design is needed because it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding
maximum information with the minimum effort, time and money.

35
 DATA ANANLYSIS AND INTERPRETATION

1) Are you a customer of Brajesh Automobiles Pvt. Ltd?

Responses No. of respondents Percentage (%)
Yes 48 99%
No 2 1%
Inference:

Sales
Int
erp
ret
atio
n
YES
The
NO
abo
ve
dia
gra
m
shows 99% of the respondents are customer of Brajesh Automobile and Private
Limited where as 1% of respondents are not.

Majority of the respondents are customers of the Authorised dealer Brajesh

Automobile and Private limited.

2) Age of the respondents

a)18-25
12%
b) 25-35
20%
c)35-45
40%
d)45&above
28%
Inference:

36
 Sales
18-25 25-35 35-45 45+

12%
28%
20%

40%

Interpretation
From the above diagram I conclude that out of 100% respondents, 41% respondents
were belonging from urban areas and 59 % of the respondents were belongs from
rural area.

Majority of the respondents were belonging from rural area.

3) From which area do you belong?

Responses No. of Respondents Percentage (%)
Urban 20 20%
Rural 30 80%
Inference:

60

50

40

30 Series 1

20

10

0
urban rural

37
Interpretation
From the above diagram I conclude that out of 100% respondents, 41% respondents
were belonging from urban areas and 59 % of the respondents were belongs from
rural area.

Majority of the respondents were belonging from rural areas.

4) Do you have any vehicle (four-wheeler)?

Responses No. of Respondents Percentage (%)

Yes 49 99%
No 1 1%
Inference:

Series 1
120

100

80

60
Series 1
40

20

0
YES NO

Interpretation
From the above diagram I conclude that out of 100% respondents, 100 % respondents
have four-wheeler.

5)Which car brand do you have?

a) Mahindra
b) Hyundai
c) Maruti Suzuki
d) Tata

38
 Inference:

Column1
40
35
30
Axis Title

25
20
15
10 Column1
5
0
MAHINDRA HYUNDAI MARUTI TATA
SUZUKI
Axis Title

Interpretation
From the above diagram I conclude that out of 100% respondents,34% respondents
are using Mahindra company four-wheeler, 16% respondents are using Hyundai
company four-wheeler,32% respondents are using Maruti Suzuki company four-
wheeler,18% respondents are using Tata company four-wheeler.

Majority of the respondents are using four-wheeler of Mahindra Company.

6) What are the main reasons for attraction towards Mahindra Vehicle?
a) Brand
60%
b) Quality 23%
c) Price 17%
Inference:

39
 70
60
50
40
Column2
30
Column1
20
10
0
Category 1 Category 2 Category 3

Interpretation
From the above I conclude that, out of 100% of the respondents, 60% of the
respondents were saying that brand is the main reason of attraction towards Mahindra,
23% of respondents were saying quality, and remaining 17% respondents were saying
that price is the main reason of attraction towards Mahindra Company.
Majority of the respondents were saying that brand image is the core reason of
attraction.

7)What motivates you for buying Mahindra vehicles from Brajesh Automobiles Pvt.
Ltd?
a) Words of mouth 60%
b) Newspaper ads 23%

c) Others 3%
15%
d) T.V ads
Inference:

Series 1
70
60
50
40
30 Series 1
20
10
0
WORDS OF NEWSPAPER OTHERS T.V ADS
MOUTH ADS

40
Interpretation
From the above I conclude that out of 100% of respondents, 60% of respondents were
aware of Brajesh Automobile and Private Limited through Words of mouth, 23% of
respondents through newspaper, 15% of respondents through TV advertisement and
remaining 3% of respondents were aware of Brajesh Automobile and Private Limited
through other sources.

Majority of the respondents were aware of Brajesh Automobile and Private limited
through Words of mouth

8) Are you satisfied by the competencies of professional of BAPL?

a) Satisfied
b) Dissatisfied
c) Neutral
Inference:

Column1
120
100
80
60
Column1
40
20
0
SATISFIED DISSATISFIED NEUTRAL

Interpretation
From the above I see that out of 100% of respondents, 98% of respondents were
satisfied with the competencies of the professional of Brajesh Automobile and Private
Limited, 1% of respondents were dissatisfied and remaining 1% of respondents were
neutral regarding competencies of professional.

Majority of the respondents were satisfied with the competencies of the professional
of Brajesh Automobile and Private Limited.

41
9) Customer opinion towards after sales support of BAPL.
a) Satisfied
98%
b) Dissatisfied 1%
c) Neutral 1%

Inference:

Series 1
120
100
80
60
Series 1
40
20
0
SATISFIED DISSATISFIED NEUTRAL

Interpretation
From the above I see that out of 100% of respondents, 98% of respondents were
satisfied with the after-sale services provided by the Brajesh Automobile and Private
Limited, 1% of respondents were dissatisfied and remaining 1% of respondents were
neutral regarding after sale services provided by the Brajesh Automobile and Private
Limited.

Majority of the respondents were satisfied with the after sale services provided by the
Brajesh Automobile and Private Limited.

15%

5%

42
10) Will you buy your new vehicle in the: 41%
a) Same segment, same dealer 39%
b) Same segment, Different dealers/brand
c) Upper segment, same dealer
d) Upper segment, Different dealers/brand

Inference:

Series 1
SAME SEGMENT,SAME
DEALER

SAME SEGMENT
,DIFFERENT
DEALERS/BRAND
UPPER SEGMENT,SAME
DEALER

Interpretation
From the above diagram I conclude that out of 100% respondents, 41% of the
respondents were saying that they will buy new vehicle in upper segment of same
dealer 39% of the respondents will buy in upper segment of different dealer, 15% of
the respondents will buy in same segment of same dealer and remaining 5%
respondents will buy in same segment of different dealer.
Majority of the respondents were saying that they will buy new vehicle in upper
segment of same dealer.

43
 CHAPTER 5
FINDINGS

Based on the data gathered by administrating schedule to customers

the following made observations are:

1) Brajesh Automobile and Private Limited have an excellent customer base.

2) Most of the people are satisfied with the competencies of professional of Brajesh
Automobiles and Private Limited.

3) Most of the people are aware about the Brajesh Automobile and Private Limited
through words of mouth.

4) Rural demand is rising.

5) The dealer faces tough competition from MARUTI SUZUKI.

6) Most of the people are satisfied with the after sales services of Brajesh
Automobile and Private Limited.

44
 SUGGESTIONS

1) Brajesh Automobiles Private Limited should provide quality in after sale

services to its customers.

2) Brajesh Automobiles Private Limited should do promotional activity about

their all types of after sales services by which the customers are better aware
about them after sales services.

3) Brajesh Automobiles Private Limited should provide suitable price based new
accessories to their customers.

4) Pleasant environment should be maintained at Brajesh Automobiles Private

Limited.

45
 CONCLUSION

All in all, Mahindra and Mahindra are a distinct company and brand that has sustained
itself efficiently over the years. Their focus on innovation and technology has always
come in handy and helped them grow. In the domestic market, their strong presence is
undeniable. As the industry experiences further development, there is huge potential
for the company to capitalise on the latest demands.

Their marketing efforts, both traditional and digital are quite up to the mark. Notably
their campaigns and use of popular brand ambassadors. Being one of the oldest
companies in the industry, M&M has faced numerous challenges during its journey.
Still, it is one of the most trusted brands in the industry. They are adapting to new
trends and executing new schemes constantly.

Over the past decades, there has been enormous growth in the spectrum of digital
media. Business firms have become more conscious regarding their branding,
advertising, and also their engagement on social media platforms.

46
 LEARNINGS

1. It is a great to gain an insight about various activities that has taken

opportunities place in an automobile sector.

2. About Mahindra and Mahindra Ltd. and BRAJESH AUTOMOBILE AND

PRIVATES LIMITED Strength Weakness Threats and Weakness.

3. What kind of personal segments are provided by Mahindra and Mahindra

Ltd.

4. It was a great opportunity to in proved the personal skills and

communication skills.

47
 BIBLOGRAPHY

NEWSPAPER:
a) The Hindustan Times
b) Economics Times
c) Business standard

Magazines
a) Business world
b) Auto card

WEBSITES
a) www.autopundinz.com
b) www.mahindra.com
c) http://www.brajeshautos.com

48
 QUESTIONNAIRE

Name……………………………………….
Occupation……………………………………

1) Are you a customer of Brajesh Automobiles Pvt. Ltd?

a) Yes 99%
b) No 1%

2) Age of the respondents

a) 18-25 12%
b) 25-35 20%
c) 35-45 40%
d) 45&above 28%

3) From which area do you belong?

a) Urban 41%
b) Rural
59%

4) Do you have any vehicle (four-wheeler)?

a) Yes 100
b) No

5) Which car brand do you have?

a) 34% Mahindra
b) Hyundai 16%
c) Maruti 32% Suzuki
d) Tata 18%

49
6) What are the main reasons for attraction towards Mahindra Vehicle?
a) Brand
60%
b) Quality
23%
c)Price
17%

7) What do you like about Brajesh Automobiles?

a) Service 60%
b) Infrastructure 23%

c) Behaviour of staff 3%
15%
d)Product quality
e) other services

8)What motivates you for buying Mahindra vehicles from Brajesh Automobiles Pvt.
Ltd?
a) Words of 60% mouth
b) Newspaper 23% ads
c) Others 3%

d) T.V ads 15%

9)Are you satisfied by the competencies of professional of BAPL?

a) Satisfied 98%
b) Dissatisfied 1%
c) Neutral 1%

10) Customer opinion towards after sales support of BAPL.

a) Satisfied 98%
b) Dissatisfied 1%
1%
c) Neutral

50
11) Will you buy your new vehicle in the: -
a) Same segment, same dealer 15%

b) Same segment, Different dealers/brand

5%
41%
c) Upper segment, same dealer
39%
d) Upper segment, Different dealers/brand

51