SYNOPSIS OF SUMMER PROJECT Work Title: Transformation of “Mahindra & Mahindra” from Farm making equipment to Sports utility vehicle manufacturing Company. Key Questions: To know the various factors behind the success story of Mahindra & Mahindra in Farm making equipment as well as Sports utility vehicle (e. g. Scorpio). Aim: To know the marketing strategies implemented by “Mahindra & Mahindra” behind its successful transformation from Farm making equipment to Sports utility vehicle (e. g. Scorpio). Objective: • To know how the successful transformation occurred in “Mahindra & Mahindra”. To know how they become one of the market leader in sports utility vehicle. • To do various marketing strategy analysis in order to get a clear view about the success of Scorpio – a sports utility vehicle & also competitor analysis with TATA Motors. Purpose & Scope of the study: In present automobile market “Mahindra & Mahindra” has become one of the market leader but since there are many players like TATA Motors. The project is aim towards analyzing the marketing strategy of “Mahindra & Mahindra” behind its success and also finds out weak areas where the development is essential to compete with the competitors.
Research Methodology: The project report is made by SWOT Analysis, PEST Analysis, Porters five forces model, Competitor Analysis, FAB Analysis. Sources of Data: The project activity requires both primary and secondary data. • Primary data collection: Interviewing the various users of Scorpio and farm equipments of “Mahindra & Mahindra” and also users of TATA Motors. • Secondary data collection: Further the study also depends upon secondary sources like journals, magazines, internet etc. Tools or, methods to be used for data analysis: • PEST ANALYSIS • SWOT ANALYSIS • PORTERS FIVE FORCES MODEL • COMPETITOR ANALYSIS • FAB ANALYSIS