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Practical study plays a vital role in the field of education. How management principles are implemented in business can only be known through practical study, students can be very well aware about industrial environment like problem, opportunities, different situations etc. this helps the student for better understanding and also gives them a chance to show their skills and ability. As students of management it is learning experience to analysis an industry. It is the most essentials tools for us to expose our skill as a future responsible managerial post. So, I decided to Agricultural industry. It helps me to develop my skill & confidence to do better in all respect in management fields.
The project work is required to be undertaking where i get the opportunity to know about the real information of the area that we have selected, which altogether different from theory. The report contains the detail information about Tractor industry and all the information, which is important for management student.
Customer satisfaction is main aspects of every business and service also , and by customer satisfaction we come to know about change in product or any other aspect of business for betterment of business and more making more profit through this. So I have selected the topic for my project is customer satisfaction.
I hope that the report is fulfilling all the requirements as per the rules and regulations of the University as well as the Company Officials.
I express my indebt ness to Mr. Subhash Modak (Head of MGTL) and Mr. Sharad Bhatnagar (Head of IR & HR Department) who gave me a golden opportunity to go through an intense summer training programme and to prepare this extensive report.
My profound sense of obligation goes to Mr. Balmukund Verma (Head of Marketing Department) and Mr. Bhrugurishi Bhatt (Manager of Marketing Department) under whose observation I worked. They always help me by their valuable expertise.
I am also thankful to Mr. Kamlesh Parmar (Assistant manager of Marketing Department) who gave me knowledge about marketing strategy and many more knowledge in depth of marketing activity.
I am thankful to Mrs. Riddhi Shah (HR Department) who guided and helped me in completion of my study.
I am thankful to all those people in MGTL for showing their keen interest in me and gave co-operation for my project.
I would also thank god to give me strength to do my work. I am also thankful to my parents, family and friends for supporting me to do my study.
I express my indebt ness and thanks to my Mr. Kartik Khatsuriya, Miss Ami Pandya and Miss. Saroj vats for all their valuable time and guidance and encouragement.
Last but not least I thankful to my esteem institution SHREE SAHJANAND INSTITUTE OF MANAGEMENT, AKWADA.BHAVNAGAR for making me able to embark on path breaking task of my career.
I would like to say heartily thanks to each and every person who have helped an supported me on various stages of my project.
akwada. Of shree Sahjanand institute of management here by declares that the project work presented in this reports is my own work & has been carried out under supervision of Mr. Date:Place:- Mr.A 2 N D semester Year2010. BARAIYA undersigned the student of M. Ravi M. Baraiya EXECUTIVE SUMMARY . Kartik Khatsuriya faculty of Sahjanad institute of management. and Mr. Sales Manager of “MAHINDRA GUJRAT TRACTOR LTD. Bhavnagar.B. This has been undertaken for the purpose of partial fulfillment of Gujarat Technological University requirements for the award of the Degree of Master of Business Administration. Bhrugurushi Bhatt.” at Vadodara.I RAVI M.
The Dealers gave the Customers selected for the project. MAHINDRA & MAHINDRA IN VADODARA AND BHAVNAGAR DISTRICT. finding the loopholes in their working. To have clear customer Focus. Business operations of the company are strategically divided into different Business Groups. The report presents a detail idea of majority of Tractor market leaders also the method of Functioning of the MGTL. This project on “AN ANALYSIS OF PRODUCT QUALITY & CUSTOMER SATISFACTION OF MAHINDRA GUJARAT TRACTORT LTD V/S. . The project includes a survey of about 90 Customers of BHAVNAGAR and VADODARA district. is the pioneer in Farm equipment sector since 1983. with 60% stake with in hand and 40% on Gujarat state Government.Mahindra Tractor Ltd. marketing and service of tractors as they have a wide variety of products all under one roof. manufacturing. TRACTOR AND FARM EQUIPMENT LTD V/S.” is mainly focusing on the Evaluation of MGTL products. The company is one of the oldest companies. With the recent Boom in the Industrial Sector the company is all set to achieve tremendous progress. Mahindra has taken over Mahindra Gujarat Tractor Ltd. & measuring the customer satisfaction. which has reached great heights & is still progressing. MGTL can be considered a highly involved in design.
From the survey conducted MGTL can have a fair idea of their Weaknesses & lacunas & competitor’s performance against MGTL can improve upon the same. By this study I have found that TAFE Company has highly satisfied customer but even though M&M is market leader with 42%. MGTL has also part of Mahindra Tractors so I would like to say that Mahindra tractor has highly brand awareness if they will do Marketing of “Shaktimaan” brand under the name and under with same logistic cycle or marketing channel of which Mahindra tractor has recently performs so impact of this the MGTL has a opportunity for maximum usage of “Shaktimaan” brand and highly growth rate of the MGTL. CONTENT CH NO. And this will affect also on competitors brand image.one to one personal interaction with the direct customer is been done & all their Feedback & suggestions is incorporated via a Questionnaire. 1 PARTICULARS INTRODUCTION ABOUT TRACTOR INDUSTRY PAGE NO. 10 .
5 2.1.1 2.1 3 2.1 1.9 2. MARKETING DEPT. .2 2.1 5 2.8 2.3 2.1 4 2. CH NO.1 9 INTRODUCTION HISTORY OBJECTIVES OF COMPANY PROFILE VISION STATEMENT MISSION STATEMENT VALUE STATEMENT COMPANY’S POLICY SPECIAL ACHIEVEMENT ISO CERTIFICATE QUALITY POLICY AREA OF OPERATION PRODUCT VARIANTS.6 2.1 7 2.3 1.1 0 2.1 1 2. AND ACTIVITY OVERVIEW OF TAFE PRODUCT STRUCTURE OF TAFE OVERVIEW OF MAHINDRA TRACTOR. PARTICULARS PAGE NO. ORGANISATION STRUCTURE OF MGTL DESIGNATION AND NAME VISE HIERARCHY OF DEPT.1 8 2.1 2 2.1 6 2.5 2 WHAT IS TRACTOR? OVER VIEW OF INDUSTRY TRACTOR INDUSTRY TRENDS BY REGION SOME LONG TERM DEMAND DRIVERS FOR THE INDUSTRY MARKET STRUCTURE OF TRACTOR MANUFACTURER 11 11 15 20 23 25 26 29 29 29 29 30 30 31 32 33 34 35 36 37 40 41 43 46 COMPANY PROFILE 2.2 1.7 2.4 1.
6 LIMITATION OF THE STUDY 3. 5 DATA COLLECTION METHODS 3. 3 RESEARCH DESIGN 3. 2 REVIEW OF LITERATURE 3. 7 DATA INTERPRETATION AND TABULATION 4 5 6 7 8 9 FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHIES APPENDIX ABBREVIATION 47 49 50 56 57 58 60 61 86 94 97 100 103 106 LIST OF CHARTS . 4 SAMPLING DESIGN 3. 1 OBJECTIVE OF THE STUDY 3.3 RESEARCH METHODOLOGY 3.
2 2. EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT EXIHIBIT 2.LIST OF CHARTS ANNUAL TRENDS INN TRACTOR SALES VOLUME MONTHLY TRENDS IN TRACTOR SALES VOLUME TRENDS IN TRACTOR SALES ACROSS REGIONS TRENDS IN TRACTOR SALES ACROSS STATES MARKET SHARE OF INDIAN TRACTOR MANUFACTURER IN 2004-05 MARKET SHARE OF INDIAN TRACTOR MANUFACTURER IN 2009-10 ACTION PLAN THAT RECTIFIES WEAKNESSES DATA ANALYSIS AND INTERPRETATION EXIHIBIT 1 PAGE NO.1 5.3 3 4 5.3 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 .2 5.1 2.
INTRODUCTION ABOUT TRACTOR INDUSTRY .CHAPTER 1.
The first recorded use of the word meaning "an engine or vehicle for pulling wagons or ploughs" occurred in 1901. which in turn was sustained by several factors. The word tractor was taken from Latin. Another common use of the term. being the agent noun of trahere "to pull”. Most commonly.2 OVER VIEW OF INDUSTRY The tractor industry reported a strong 28. describes the power unit of a semi-trailer truck (articulated lorry). enhanced employment opportunities (with rural employment schemes being implemented by the .1 WHAT IS TRACTOR? A tractor is a vehicle specifically designed to deliver a high tractive effort (or torque) at slow speeds.INTRODUCTION ABOUT TRACTOR INDUSTRY 1. the term is used to describe the distinctive farm vehicle: agricultural implements may be towed behind or mounted on the tractor. and the tractor may also provide a source of power if the implement is mechanized. for the purposes of hauling a trailer or machinery used in agriculture or construction. greater ability of farmers to make cash purchases (including the usage of Kisan Credit Card which are increasingly being used to part-finance tractor purchases).3% growth in sales volumes during 2009-10. The key factor enabling the demand growth of 200910 was strong rural liquidity. "tractor unit". thereby ending the phase of cyclical correction that had pulled down tractor sales during the preceding two years (2007-09). including: higher minimum support price (MSP) for crops. 1. displacing the earlier term traction engine (1859). the revival of 2009-10 happened despite the drought-like conditions in many States during the kharif1 season dampening sentiments. Significantly.
have been able to increase their penetration of this market on the strength of faster loan processing and use of more liberal credit norms. Also. These factors apart. being impacted largely by the de-growth in Andhra Pradesh (AP)—a key southern market —where rainfall was irregular in 2009-10. which had a good paddy crop. which pushed up interest rates. While tractor financing has traditionally been done by PSBs. in Karnataka and Tamil Nadu. northern and western parts of the country was robust during 2009-10 in terms of tractor demand. of late. However. including Bihar. the performance of the eastern.9% in 2009-10). while that of the southern region was moderate. 2008-09) and a satisfactory kharif crop in some States. benefiting tractor demand. the situation improved during 2009-10 as credit availability improved on the strength of greater liquidity in the banking system. persuading even farmers with medium-sized land holdings to either rent or purchase tractors. However. an improved credit environment. benefiting from a low base (H2. especially in the second half (H2) of the year. even as financiers resorted to more stringent lending norms in the face of rising non-performing assets (NPAs). was witnessed in the eastern States. despite their higher interest rates vis-à-vis the PSBs. Tractor volumes in the northern and western regions also reported strong growth during 2009-10. and continuance of replacement demand. A strong growth in tractor volumes. non-agricultural use of tractors (for haulage in construction and infrastructure projects) continued to increase. private banks and non-banking finance companies (NBFCs). The southern region reported moderate performance in terms of tractor demand (growth of 11. albeit on a low base. On a regional basis. with infrastructure projects and rural employment schemes increasing employment opportunities. availability of labour for agricultural activities continued to decline. Orissa and Jharkhand. Liquidity crunch.Government of India). . higher MSPs for rice along with some revival of interest of public sector banks (PSBs) in tractor financing led to strong tractor sales volumes.
Overall. and the growing emphasis on tractor exports augur well for the industry. Annual Trends in Tractor Sales Volumes Monthly Trends in Tractor Sales Volumes . the long-term demand drivers for the industry remain robust. strong Governmental focus on availability of finance for agriculture mechanization tools and on rural development. with tractor demand being closely linked to agricultural output. increase in the use of tractors for non-agricultural purposes. growth in farm mechanization and farmers’ remuneration. The currently low levels of tractor penetration in India.
following large capacity additions and a volume slump. the . capacity utilization improved steadily. As discussed. however. Many of the industry players have thus diversified into related products. over the medium term. to gain some insulation against the volatility in domestic tractor demand. the tractor volume growth has helped the OEMs improve their capacity utilizations. including generator engines and cranes. but remained moderate at around 50% during 2008-09.Capacity utilization in the tractor industry had hit a low during 2002-03. In 200910. there is still excess capacity in the industry. besides focusing more on exports. while a major part of that currently goes to USA. After that. the domestic tractor industry has to cope with demand volatility on account of cyclical trends and the strong linkages it has with agricultural production and monsoon rains. As for tractor exports. Thus. most tractor manufacturers would not need to make any significant capital investments in building capacities.
3 TRACTOR INDUSTRY TRENDS BY REGION The biggest markets for the tractor industry include States like Uttar Pradesh (UP). In some cases. Asia and Africa for future exports. Haryana and Rajasthan. The tractor industry witnessed a strong y-o-y growth of 28. and Maharashtra. Feedback from industry players ICRA Rating Feature Tractor Industry: An ICRA Perspective Trend in Tractor Sales across regions .67. The northern region benefited from higher MSPs (for crops). The northern region remains the largest tractor market in India with sales of around 1. which increased the availability of cash with them. limited availability of labour (forcing higher mechanisation). increased infrastructure development activities (especially highways) led to appreciation in land values and use of tractors for non-agricultural purposes. This region reported a growth rate of 35.3% during 200910. with the key contributors including UP.OEMs are now exploring various other markets across Europe. Punjab. Madhya Pradesh (MP). 1. Andhra Pradesh (AP). Rajasthan.7% in volume sales in 2009-10 over the previous fiscal. Additionally. which together accounted for around 50% of the total tractor sales in India during 2009-10. and increasing non-agricultural use of tractors.000 units as of 2009-10. farmers also received compensation for the Government’s acquisition of select land patches (adjoining highways). with most of the States reporting positive growth during the year.
Trend in Tractor sales across States .
7% during 2009-10.Tractor volumes in UP grew by 42. 2009-10 reporting particularly strong growth (around 51% y-o-y) mainly on the back of high sugarcane prices for the kharif crop and improved irrigation facilities. In the case of Punjab. with H2. . tractor volumes remained strong for the fifth straight year in 2009-10 (y-o-y growth of 42%).
with the growth rate being around 11. The western region reported sales of around 92. tractor volumes grew 66% over 2008-09 to around 29. higher crop prices (of sugarcane and cotton in Maharashtra. albeit on a small base. thereby accounting for over 50% of the total sales in the eastern region. Within the region however. where tractor penetration had been low historically. Tractor sales in Rajasthan were especially low in H2. and went up by 53. has shown sustained growth over the last few years and become one of the important markets for the tractor industry. Overall.8% over 2008-09. due to lower kharif output on account of deficient rains and inadequate financing availability. and greater availability of retail finance. going forward. many financiers remained reluctant to finance tractor purchases in some States like Bihar.000 units in 2009-10. growth in tractor volumes is expected to moderate. The factors contributing to the strong growth in the region during H2. 2008-09).7% over the previous fiscal—benefiting particularly from the strong performance that Maharashtra. 2009-10 versus H1.9% over the . 2009-10. being driven mainly by the higher MSPs announced for paddy.000 tractor units during 200910—a growth rate of 35. growth in tractor volumes was relatively subdued in 2009-10 (around 24% y-o-y) as compared with the figure for the northern region as a whole. 2009-10 included a benign base effect. In the eastern region. Nevertheless. The performance of the southern region in terms of tractor sales was relatively modest during 2009-10. in Bihar. and of cereals and soybean in MP). 2009-10 (55% y-o-y growth over H2. The Bihar market. Gujarat and MP posted during H2. in the eastern region. tractor volumes continued to report strong growth in 2009-10.In Rajasthan however. as the benefit of a low base get diluted gradually.
de-grew by 10. volume growth is expected to moderate in 2010-11 because of the base effect.previous fiscal. 2009-10 mainly because of improved retail financing by the PSBs. In Tamil Nadu. While most States in the region reported healthy growth. with the preceding four to five years having witnessed a large and sustained volume growth.4% in 2009-10. tractor sales were flat during H1. the de-growth of 2009-10 was also aided by irregular monsoons. Karnataka.4 SOME LONG TERM DEMAND DRIVERS FOR THE INDUSTRY • Low penetration of tractors in Indian agriculture: . however. which is the largest tractor market in the south. The AP market has been undergoing a volume correction since 2007-08. AP. but the performance improved in H2. 2009-10. this factor apart. 1. The other big market in the southern region. reported growth of 74% in tractor volumes in 2009-10 mainly on the strength of higher MSPs for rice.
Indian agriculture is characterised by low farm mechanisation. South America. and some Asian countries being the top destinations. The industry exported a total of around 37. it also points to the significant scope that exists for raising tractor penetration. Mahindra and . Financing of tractor purchase is of great significance for the industry. • Export of tractors: Indian tractor manufacturers have been increasingly targeting the international markets over the last few years. which bodes well for tractor demand over the long term. with measures such as nil excise duty on tractors (even the excise duty on tractor parts has been lowered from 16% to 8%) and inclusion of tractor financing under priority sector lending (by PSBs) serving as long-term demand drivers.900 tractors during 2009-10. and high dependence on monsoon rains (in the absence of adequate irrigation facilities). Africa. it being a key demand facilitator. • Government support for the agricultural sector: Although agriculture contributes just around 20% to India’s GDP. The tractor industry benefits significantly from the Governmental focus on agriculture.000 hectares as against the global average of 19 and the US average of 29. The industry leader. which is why the sector remains a strong focus area for the Government. While this does indicate the relative backwardness of Indian agriculture. fragmented land holdings. it provides employment to a large rural population. with the USA. Tractor penetration in India is low at around 13 tractors per 1.
has acquired Yancheng Tractors. The long-term prospects for the Indian tractor industry hinge on agricultural growth and Government support in areas such as financing availability. to improve its presence in the country. may be expected to lead to greater mechanization and use of tractors. considering the high competitive intensity and low capacity utilization levels. while they have seen an improvement in 2009-10. ICRA expects the long-term growth . the penetration remains low. they would remain vulnerable to adverse changes in commodity prices. and sharper Governmental focus on the farm sector (larger budgetary allocations) are also expected to encourage tractor sales. the fourth largest tractor manufacturer in China (in terms of FY2008 volumes). on an all-India basis. and the healthy monsoons anticipated during the coming kharif season. increasing non-agricultural use of tractors. improving farm mechanization levels (with labor availability in rural areas declining).Mahindra (M&M). with sales being largely restricted to the hobby farming segment. which along with the current shortage of farm labor and consequently rising labor costs. although larger players could benefit from scale economics. As for margins. In the developed markets. While some States in the northern region have achieved high levels of tractor penetration and farm mechanization. Indian tractors have a relatively marginal presence. The industry’s profitability is however expected to remain moderate in the medium term. higher credit disbursements for agriculture. tax exemptions. Outlook Tractor sales are expected to remain healthy in fiscal 2010-11. Overall. given the good rabbi crop this time around. Moreover. and fiscal stimulus for rural development. the continuing firmness in the prices of agricultural products.
supported by increasing tractor penetration.5 MARKET STRUCTURE OF TRACTOR MANUFACTURER Market share of the Indian tractor manufacturer in 2004-05. . 1.rate for the Indian tractor industry to trend around the historical average of 6-8%.
which holds around 14% of the market. followed by Tractors and Farm Equipments TAFE.8%). The other major players include Escorts (13. Market share of the Indian tractor manufacturer in 2009-10 .1%). PTL (7.Up to 2004-05 the industry is dominated by Mahindra and Mahindra (M&M) with a market share of around 26%.
0 OT E . followed by Tractors and Farm Equipments TAFE.1%.1%). with the 31-40 HP category alone accounting for around 50% of this. The industry is dominated by Mahindra and Mahindra (M&M) with a market share of around 41. L&T-John Deere (7.80% E scorts.00% Mahindra& Mahindra . The Indian tractor industry has around 13 national players and a few regional players.10% T E 22% AF . . The other major players include Escorts (12.8%). During the last few years. the industry has seen some consolidation with M&M acquiring Punjab Tractors (PTL) and TAFE acquiring Eicher Tractors. 7. and International Tractors Limited (8..10% L &T JOH E RE ND E . Most of the tractors sold in India are in the 21-50 HP range. 41. which holds around 22% of the market. H RS 17. 12.9%).
CHAPTER 2. COMPANY PROFILE .
vadodara-390011 • State Gujarat (India) • Bankers Bank of Baroda State bank of India Corporation bank • Product Tractor and tractor’s spare parts • Brand Name “Shaktimaan” • Telephone (0265) 2311617.COMPANY PROFILE 2.1 INTRODUCTION • Name Mahindra Gujarat Tractor Ltd. 2339547.com .com • Web site mahindragujarat. Vishwamitri. • Location Near vishwamitri railway overbridge. 2324275 • Fax 0265-2338158 • E-mail mgtl@mahindragujarat.
Can be traced back to the pioneering work of Mr. The management was handed over to Mahindra and Mahindra and 1999 onwards company called by name ‘’ MAHINDRA GUJARAT TRACTOR LTD (MGTL). pvt. • 1975 INDIA Ownership of the company was passed into the hands of Gujarat State government named it is GUJARAT TRACTOR CORPORATION LTD (GTCL).2 HISTORY • 1921 INDIA The origin of Mahindra Gujarat tractor ltd. . • 1999 ONWARDS INDIA The disinvestment of the Gujarat state government invited M&M group partnership. Ltd. • 1964 INDIA 500 tractors were produced under the guidance of pashabhai Patel and the company had collaborated with MOTOKOV. And the name changed to Hindustan Tractors Ltd. • 1972 INDIA Due to undesirable problem tractor and bulldozer was handed over by Gujarat agro ltd.2. Pashabhai Patel the original promoter of who founded a business under the name of Pashabhai Patel co.
Mr. MGTL is engaged in manufacturing of tractors which are marketed under “SHAKTIMAAN” brand. Which were deals with steel trading business. Jagdishchandra Mahindra and Mr.3 OBJECTIVES OF COMPANY PROFILE . The company was taken over by Mahindra and Mahindra which holds 60% equity and state government holds 40% equity in recent scenario and now company called by “MAHINDRA GUJARAT TRACTOR LTD” (MGTL). Mahindra and Mohammed was formed in 1945 but later on in 1948 the company renamed by Mahindra and Mahindra ltd. The company was incorporate in the state of Gujarat government on 31st March 1978 in the name and style of Gujarat tractor corporation ltd which is promoted by government of Gujarat. Kailashchandra Mahindra was the founder of the Mahindra and Mahindra group.MGTL is an ISO 9001:2000 company. It is subsidiary company of Mahindra and Mahindra. 2.
wages. 2.4 VISION STATEMENT We at MGTL strive for total customer satisfaction and focus on achieving excellence in product quality. people and process etc. hy-tech hydraulic and most modern look sheet metal.7 COMPANY’S POLICY .5 MISSION STATEMENT No compromise on quality. • To make more familiar new employee about the overall organization culture.6 VALUE STATEMENT I buy shaktimaan as it has most powerful engine. 2. field responsive. coupled with best in class transmission. its philosophy . goals. discipline. values . productivity. 2. mission . • To help employee understanding what is values in MGTL and the behavior pattern of accepted and expected out of its employee. and safety and while doing so maintain harmonious relationship through continuous communication. strategy and function.• To provide comprehensive understanding of MGTL . products and service. 2.
Monthly kaizen and communication meeting. To generate among employees and their families a sense of pride and belongingness towards organization. To have healthy and enthusiative employee force. To generate positive mindset. 2. Successfully closure of foundry department 5’s concept development throughout the company Successful in getting total flexibility at shop floor. 2. To encourage employee to contribute for social cause.8 SPECIAL ACHIEVEMENT Production capacity increase 30 to 300 tractors per month.9 ISO CERTIFICATE . We will look towards our employee’s welfare through planned aimed at caring for employee’s well being. To upkeep employee morale.
dozers. enginee and generators.On 27th April 2004. .MGTL has successfully attain ISO 9001:2000 by TUV which states that MGTL has quality system for manufacturing of tractors.
2.10 QUALITY POLICY .
2.11 AREA OF OPERATION .
1. Gajiyabad—Madhyapradesh 10. Vadodara—Gujarat. Salem—Tamilnadu 6. Ranchi—Zarkhand 14. Luckhnow—Utterpradesh 7.MGTL has 16 branch office which are listed below. 2. Nagpur—Mahrashtra 9. Karnal—Haryana 16. Bhuvneshwar—Orrisa 15. Bhatinda—Punjab 13. Hyderabad—Andhrapradesh 2. Jaipur—Rajasthan 5. Patna—Bihar 3.12 PRODUCT VARIANTS. Raipur—Chhatisgadh 12. Vasai—Maharashtra 11. Dhurvad—Karnataka 4. Bhopal—Madhyapradesh 8. SHAKTIMAAN 60HP SHAKTIMAAN 30HP SHAKTIMAAN 35HP SHAKTIMAAN 45HP 40HP .
HR Dept. General manager Manager Production Dept. Design & Development Service Manager Assistant Sales Manager Channel Manager . Head of MGTL Sr.13 ORGANISATION STRUCTURE OF MGTL.2. Finance Dept. Marketing Dept.
Jayesh Kulkarni Mr. Sharad Bhatnagar Mr. Bhrugurishi Bhatt Mr.15 Marketing Department and activities What is marketing? It’s a social and managerial process through which individual and groups obtain . Balmukund Verma Mr. Head of Marketing Department Head of Finance Department Head of HR & IR Department Head of Production Department Head of Design & Development Sales Manager Service Manager Assistant Channel Manager Name Mr. Subhash Modak Mr. Procha Mr. Ram Mahadeva Mr. Manoj Soni Mr.14 Designation and name vise hierarchy of department Designation Head of MGTL Senior General Manager.2. Kamlesh Parmar 2. Ashok Panara Mr.
Demo tractor. create long term growth etc. delivering the value. Point of purchase (P-O-P) Displays and demonstrations Marketing channel of MGTL MGTL AUTHORISED DEALER CUSTOMER STOCKIST . Activities of department. Participation in Krushi activity. communicate the vale. • • • • • • • • Road show. and exchanging the product of value. Free service to customer.what they need and want through creating. Various schemes to dealers. Demo van. Main activity of the department is to develop marketing strategies and plans which are like. offering. Communicating value by… Sales promotional activity by . Guarantee and warrantee. connecting with customer. shaping the market offerings.
Major competitors of MGTL. characteristic or behavior. We might require separate products or marketing mixes? It refers to large heterogeneous market into smaller homogeneous parts in order to select any one out them in which the company thinks it satisfy customer more effectively different products for different segmentation. industrial purchase or for government and special customer base etc.FRANCHISEE MARKET SEGMENTATION Market segmentation means dividing a market into district groups of buyers with different needs. . MGTL segmenting market by • • Region vise Customer base like farmer.
TAFE acquired the Eicher tractors business.(SWARAJ TRACTOR). FORD TRACTOR. • Mahindra Tractor and this company also has overtaken Gujarat tractor ltd. • • • • L&T JOHN DEERE. USA). SONALIKA TRACTOR.• Tractor and Farm Equipment Ltd and also this company has overtaken Escorts tractor Ltd. .16 OVERVIEW OF TAFE is a US$750 million tractor major incorporated in 1960 at Chennai in India. And Punjab Tractor Ltd. ESCORTS TRACTOR. 2. its engine plant at Alwar and transmissions plant at Parwanoo through a wholly owned subsidiary “TAFE Motors and Tractors Limited. in collaboration with Massey Ferguson (now owned by AGCO corporation.
CORE VALUES Customer satisfaction: We may not be able to wipe the sweat from the customer's brow but we can certainly put a smile on their face. panel instruments. Apart from being among the top five tractor manufacturers in the world. Human resources: We are not just individuals doing our respective jobs. Quality in products and services: An uncompromising focus on quality not just in products but in all that we do. we don't forget our commitment to serve our society for everything that it has given us. Environment and society: While serving our company. Our people matter. this company has four plants involved in tractor manufacturing at Mandidheep (Bhopal). Kallidaipatti (Madurai). Trust & long term relationships with stake holders: We value relationships and we live it. Doddabalbur (Bangalore) and in Chennai.A member of the Amalgamations Group of Chennai. engineering plastics. We are partners in progress. Proactive response to change: We create value by anticipating. with our business associates. is change itself. hydraulic pumps. TAFE is also involved in making diesel engines. plantations and passenger car distribution through other divisions and wholly owned. preparing and facing changes in a world where the only thing that is permanent. Business ethics: Our strong foundation has been ethical practices and open and transparent operations . gears.
One out of every four tractors used in India is made by TAFE and for more than four decades TAFE's tractors have been the farmer's first choice due to excellent quality.2. 1. TAFE and EICHER are the three brands manufactured and marketed in India by TAFE.17 PRODUCT STRUCTURE OF TAFE MASSEY FERGUSON. competitive rates and great after sales services. MASSEY FERGUSON MASSEY FERGUSON 241 MAHASHAKTI 2. Each of these brands has its own unique imagery in the minds of customer. TAFE .
automotive components. FES is the first tractor company worldwide to win these honors. Mahindra has recently made an entry in the two-wheeler segment. . It has won the Japan Quality Medal in 2007. The group has a leading presence in key sectors of the Indian economy.MASSEY FERGUSON 241 MAHASHAKTI MASSEY FERGUSON 5245 MAHAN 3. The Mahindra group's Farm Equipment Sector (FES) is amongst the top three tractor brands in the world.3 billion Mahindra group. including the financial services. This shows the strong focus of FES on Quality and Customer Satisfaction. after-market. Farm Equipment Sector (FES) is a part of US $6. retail and logistics. trade.18 OVERVIEW OF MAHINDRA TRACTOR. which is amongst the top 10 industrial houses in India. information technology and infrastructure development. It also holds the distinction of being the first tractor company globally to win the Deming Application Prize in 2003. Eicher 2.
Mahindra tractors are known for high fuel efficiency and reliability. water and solid waste is called for. Brand Mahindra sells a range of tractors that include Bhoomiputra. 3 assembly plants in USA and 1 assembly plant in Australia. setting up of permanent sustainability corners in all FES plants. (Mahindra brand: 30% and Swaraj brand: 12%). As per the commitments given by the Group under GRI framework. Mahindra Group has commenced the Sustainability Reporting from 2008. Today. for its customers.FES has 6 state-of-the-art manufacturing plants (including 2 plants of Swaraj) in India. Shaan. Sarpanch and Arjun Ultra-1. observing of energy conservation month etc. are undertaken Farm Equipment Sector (FES) is the no. FES sells its 15 HP to 75 HP category tractors in the domestic market. 1 tractor brand in India. various initiatives like easily accessible information on sustainability. . To make FES employees aware on the tenants of sustainability. The motto of FES is to usher prosperity. dealers. 2 plants in China. since 1983. FES has its presence in around 25 countries across six continents with more than 1000 dealers world-wide. society and all other stakeholders. FES has a subsidiary agricultural tractor manufacturing company in India known as Mahindra Gujarat Tractor Limited (MGTL). M&M group is amongst the few Indian companies to have an A+ GRI certification. the domestic market share of FES is around 42%. employees.Today. significant reduction in usage of electricity. with each (except Shaan) having range of variants based on the horse power (hp) and other attributes.
All FES plants are ISO 14001 (Environment Management System). DOE ( Design of Experiments) and TPM ( Total Productive Maintenance). Rudrapur in Uttaranchal and Jaipur in Rajasthan. The sector has four manufacturing facilities in India. PTL is now a part of Mahindra FES. Benefits of this acquisition include advantages of economies of scale. which enjoys a strong customer loyalty for being sturdy and reliable. OHSAS 18001 (Occupational Health and Safety Management System) and ISO/TS 16949 (Quality Management System) certified . The Farm Equipment Sector is a process driven organization with a strong focus on quality systems. It is known as Swaraj Division.FES has a large customer base of more than 21. The Farm Equipment Sector is a process driven organization with a strong focus on quality systems. Six Sigma. FES also has the deepest distribution reach with more than 680 dealers along with widest service network across India. sourcing benefits and vendor rationalization.000 customers (including Swaraj). All FES plants are ISO 14001 (Environment Management System). Mahindra & Mahindra had acquired a majority stake in Punjab Tractors Limited (PTL) in early 2007. 00. Post Mahindra – PTL merger in February 2009. as it comes with its strength of efficient design (strong R&D abilities) and the Brand Swaraj. PTL is a good strategic fit to the company. OHSAS 18001 (Occupational Health and Safety Management System) and ISO/TS 16949 (Quality Management System) certified. located in Mumbai and Nagpur in Maharashtra. There is a strong commitment on part of the top management to make the production system even more efficient through proactively following world-class methodologies like QC story and QC tools. The sector has time and again topped the customer satisfaction chart.
19 PRODUCT STRUCTURE OF MAHINDRA TRACTOR.000 Swaraj tractors operate in the field providing durable delight to the discerning farming community of India. Swaraj has over 600 dealers across the country. 2. Swaraj is one of the leading tractor manufacturers in India and the company is totally indigenous. Nearly 6. 00. part of Mahindra & Mahindra (FES Sector) is a dynamic and growing group. Swaraj Group has achieved ISO 14001:2004 & OHSAS 18001:2007 Certification and TS 16949 certification for Swaraj Automotives Ltd.Mahindra Swaraj: Swaraj Group. while growing harmoniously with the community and environment. . wherein focus is laid on generating economic prosperity for stakeholders.
MAHINDRA 275 DI SARPANCH There is also various products and variants of tractor in horse power range 15-75 hp. \ CHAPTER 3 RESEARCH METHODOLOGY .
from the product to consumer. In fact research is an art of scientific investigation. It may be understood as a science of studying how research is done scientifically. their needs and preferences have become essential to the considered by the producer today in the world of cut throat competition to be ahead in the race and to lead is required to reach consumer first. Research Methodology is a systematic design. It is a way to systematically solve the research problem. collection of data. reporting of data and findings relevant to specific marketing situation that is faced by company with the paradigm in the market shifting.RESEARCH METHODOLOGY • What is research and research methodology? Research is common parlance refers to a search for knowledge or its defined as a scientific and systematic search for pertinent information on a specific topic. In it we study the various steps that are generally adopted by a researcher in studying his or her problem. .
1 OBJECTIVE OF THE STUDY • In First. • To study customer satisfaction level of MGTL and • To study customer behavior and awareness for purchasing a tractor. • To do competitive strength and weakness of the MGTL • To know the the faults and loop point of the company to make customer satisfaction. .3. • To know the after sales service of MGTL and other competitors. my Purpose for making a research is to find the Customer Perception for purchasing a tractor.
What should be measured? 3. • There are six parts to any customer satisfaction programme: 1. Who should be interviewed? 2.”Customer Satisfaction Surveys a White Paper by Paul Hague and Nick Hague of B2B International” By: B2B International Consulting (Beijing) Co.• To build better customer relationship by taking care of customer needs and wants. How should the interview be carried out? 4. • To know the dealers are weather keep stock of required spare parts and tool for maintenance and service. 3. How should satisfaction be measured? 5.2 REVIEW OF LITERATURE 1. • It is very useful to me for understanding the attribute which are considered as a key drive force which leads to customer satisfaction. LTD Office 1111 | Jingtai Tower 24 Jianguomen Wai Street Chaoyang District | 100022 Beijing | PR CHINA has prepared this report. What do the measurements mean? 6. How to use customer satisfaction surveys to greatest effect? .
Various attributes for customer satisfaction • About the product o Quality of the product o Length of life of the product o Design of the product o Consistency of quality o Range of products o Processibility of the product • About delivery o Delivery on time o Speed of delivery • About staff and service o Courtesy from sales staff o Representative's availability o Representative's knowledge o Reliability of returning calls o Friendliness of the sales staff o Complaint resolution .
o After sales service o Technical service • About the company o Reputation of the company o Ease of doing business o Invoice clarity o Invoices on time • About price o Market price o Total cost of use o Value for money DEVELOPING AN ACTION PLAN THAT RECTIFIES WEAKNESSES & BUILDS ON THE STRENGTHS .
How to Design an Effective 1. We show you how.com Report is very useful to me for preparing my whole project because it gives brief view of how to conduct a good customer satisfaction survey which show here.A.” If the ends . and the top end of the scale should mean that customers are truly “wowed.” By Michael Conklin.2. 800-316-0662 sales@zoomerang. “Measuring and Tracking Customer Satisfaction You know why.S. Zoomerang 150 Spear Street. Suite 600 San Francisco. Ask Overall Satisfaction Early in the Survey Ask the general satisfaction question at the start of the survey to avoid bias. Chief Methodologist MarketTools. 2. Use a 5-point Satisfaction Scale Question scales should have descriptive labels associated with the numbers. This will allow measurement of customers’ overall impressions of a company or an organization prior to prompting them to think of specific aspects of the relationship. CA 94105 U. Inc.
Avoid the temptation to ask everything you’ve ever wanted to know. Question scales should be consistent within a particular questionnaire as well as over time. The key measures of customer satisfaction. That way an apples-to-apples comparison can be made and it is readily apparent where a particular part of the business may need improvement. if a 5-point satisfaction scale is used for the overall satisfaction question. 4. Keep the Survey Short and Focused Focus on getting a read on your customers’ relationship with you. 3.of the scale are simply “satisfied” and “dissatisfied. A customer who is simply “satisfied” just hasn’t found a better deal yet. Be Consistent in Your Questions Consistency is critical in customer satisfaction research. This can also result in inflated satisfaction scores because those customers willing to spend that much time answering your survey are probably the ones with positive feelings toward you. The more ground you try to cover. For example. including the overall satisfaction question and those asking about specific aspects of the relationship. should all use the same scale. the more likely it is that respondents will abandon the survey.” it will not provide a sense of the intensity of customers’ happiness with a product or service. If you build your own survey be sure to include all the key questions: • • • • • • • Overall satisfaction An open-ended probing into the reason for the satisfaction rating Likelihood of recommendation An open-ended probing into the reason for the likelihood of recommendation Likelihood of repeat purchase Satisfaction with specific attributes of the product or service An opportunity to provide additional feedback .
3 RESEARCH DESIGN . Consider hypotheses about customer profiles that may affect satisfaction and include questions that capture that data.5. 3. Ask Demographic or “Firmographic” Questions Inquiring about demographics or firmographics (company or industry type and size) enables you to analyze the data by different subgroups—such as new customers or regional customers.
by what. why. Here i have taken Descriptive Research Design and the reason behind it is as follows: The Descriptive Research Design is used when the researcher is interested in knowing the characteristics of certain group. there are basic three types of research design. when. The objective of the study will answer who. when. how much. Exploratory. It is therefore necessary that we will give sufficient thought for framing research questions and deciding the type of data to be collected. what. Casual research. where. Descriptive and 3. Generally. 2. Research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose economy in procedure. where. means concerning an inquiry or a research study constitute a research design. and how of the subject under investigation for customer as well as dealers. .Research design is decision regarding what. Here I am interested in knowing the proportion of farmer who are using tractor in a given population have behaved in a particular manner making projection of things or determines the relationship between two or more variables. 1.
There are also sub part of this two methods like.3. M&M--. Non-probability sampling. Probability sampling 2. Sample design is a definite plan for obtaining a sample from a given population. . I have selected sample size of total 90 customers of three companies. so we have to go for sample design. stratified sampling. There are main two types of sampling design 1.30 Total sample size is 90 customers. Sample design may as well lay down the number of items to be included in the items. It refers to the technique or the procedure the researcher would adopted in selecting items for the sample. cluster sampling.30 3. systematic sampling.30 2. simple random sampling.4 SAMPLING DESIGN It is not possible to take the entire element for study from a finite population of farmer. I have selected MGTL customer 20 from Vadodara and 10 customers from Bhavnagar because of less customer of MGTL in Bhavnagar and 15 customer of TAFE and M&M from Bhavnagar and same 15 from Vadodara. And I have studied only for Vadodara and Bhavnagar district because of time limit and some other factors. TAFE--. 1 MGTL--.
3. This enumerators along with schedules. Questioners method. go to respondents. with little difference which lies in the fact that schedules (Performa containing a set of questions) are being filled in by the enumerators who are specially appointed for the purpose. 3. 4.5 DATA COLLECTION METHODS PRIMARY DATA The data which are collected afresh and for the first time. are Various I have selected schedule method and structured interview method What is schedule method? It is a method of data collection is very much like the collection of data through questionnaires. Observation method. put to them questions for the Performa in the order the question are listed and record the replies in the space meant for the same in the Performa. Interview method. . Schedule method. There methods for primary data collection. 1. 2.
SECONDARY DATA: I have used the secondary data which are collected by company itself contact number . and by dealers for the information regarding to approach the customer like model number . 3.6 LIMITATION OF THE STUDY . village. district. Why structured interview method? And some farmers are not easily available due to some problem so I have to go for telephonic structured interview but the question remains same for both the techniques.Reason being to choose schedules method because of farmers is not very much aware about to write and understand the meaning of question because of low literacy rate in India.
i have considered the survey with only 90 farmers who have purchased tractor. • The sample size is too small to predict the accurate customer satisfaction level of different companies. • Due to limited period of time and unavoidable circumstances. • It may be possible that the information collected from farmers is not appropriate for to know actual satisfaction level . • In such cases respondents were not able to give all information in such cases as much as possible information was taken. . as their answer may be biased.• This study is limited to two district of Gujarat only that are Vadodara and Bhavnagar. • The accuracy of the project and conclusion is totally dependent on the data collected and analyzed.
3. according to you.7 DATA INTERPRETATION AND TABULATION 1. what are the main features required for purchasing a Tractor? .
Price 3. 2. Availability of spare parts Total NO. After Sales Service 4. PERCENTAGE 82 45.66% 180 100% EXIHIBIT 1 From the above analysis we can say that 45% of the farmer says fuel efficiency and productivity per acre is very important features while purchasing the tractor.18% 21 11. And 16% farmer said that availibity of spare parts is most powerful features and 11% said about guarantee and warranty of the the tractor. Guarantee / Warrantee 5.FEATURES 1. Fuel efficiency / productivity per acre.77% 33 00. Price level is .66% 30 16.55% 14 07. 2.
66 TOTAL 30 100 30 100 30 100 (1).67 1 3.PRICE LEVEL MGTL % TAFE %.34 26 86. MGTL EXIHIBIT 2. TAFE .1 From this chart we can say that 57% of MGTL customer finds price level of this tractor is low than competitors.34 LOW 17 56.33 2 6. M&M %. HIGH 1 3. And 40% says the price level is average (2).67 0 0 AVERAGE 12 40 3 10 28 93.
2 From this chart we can say that 87% of TAFE customer finds price level of this tractor is high than competitors.34 36.66 .66 M&M 25 5 % 83.66 TAFE 19 11 % 63.3 From this chart we can say that 93% of M&M customer finds price level of this tractor is average than competitors. 3.EXIHIBIT 2.34 46. Are you satisfied with the Guarantee / warrantee of the product? Gurantee/warrante MGTL YES NO 16 14 % 53. M&M EXIHIBIT 2.34 16. And 10% says the price level is average (3). And 7% says the price level is low.
0 90 90 % 0 100 100 . 4. Whether you are receiving greetings on special festival or occasion or not? Greetings on special festival YES NO TOTAL NO.TOTAL 30 100 30 100 30 100 EXIHIBIT 3 From the above chart we can conclude that only M&M tractor user with 83% thaey are satisfied with guarantee and warrantee then TAFE consumer with 63% satisfied and then MGTL customer with 53% is less than other competitors.
33 0 0 0 100 .67 0 0 0 100 COMPLAINTS TAFE % 27 90 3 10 0 0 0 0 0 0 30 100 M&M 26 4 0 0 0 30 % 86.67 13.33 36. How many complaints you are actually have in the period of 3 months. 5.EXIHIBIT 4 By this chart we can say that no company gives greetings to their customer on special occasion of the customer or any festival as a incentive for purchasing their product. Range 0—2 2—4 4—6 6—8 8—onwards TOTAL MGTL 19 11 0 0 0 30 % 63.
MGTL EXIHIBIT 5.2 .1 Thus we can say that 63% of the customer of MGTL has complaints between 0-2 and rest of have between 2-4.(1). (2). TAFE EXIHIBIT 5.
M&M EXIHIBIT 5. . (3).3 Thus we can say that 87% of the customer of MGTL has complaints between 0-2 and rest of have between 2-4.Thus we can say that 90% of the customer of TAFE has complaints between 0-2 and rest of have between 2-4.
66 26.33 53.66 3. FUEL CONSUMPTION Excellen t Best Good Average Poor TOTAL MGTL 8 9 6 7 0 30 %(MGTL) 26.24 0 100 TAFE 4 16 9 1 0 30 %(TAFE) 13.33 30 3.66 30 20 23.34 0 100 EXIHIBIT 6 .TECHNICAL PERFORMANCE 6.34 0 100 M&M 1 20 8 1 0 30 %(M&M) 3.34 66.
By this analysis we can say that M&M users find max satisfaction with fuel consumption because 70% farmer said it is best and 10% said it is excellent then with 54% farmer said TAFE is best and 26% said it is excellent. And only 30% user of MGTL said it is best and 40% said it is good.
7. Pulling power in cultivation
Excellen t Best Good Average Poor TOTAL MGTL 8 9 12 1 0 30 %(MGTL) TAFE 26.66 8 30 40 3.34 0 100 16 4 2 0 30 %(TAFE) M&M 26.66 3 53.34 13.34 6.66 0 100 21 5 1 0 30 %(M&M) 10 70 16.66 3.34 0 100 EXIHIBIT 7
By this analysis we can say that M&M users find max satisfaction with pulling power in cultivation because 70% farmer said it is best and 10% said it is excellent then
with 53.34% farmer said TAFE is best and 26% said it is excellent. And only 30% user of MGTL said it is best and 40% said it is good.
8. Weight load by trolley
MGTL Excellen t Best Good Average Poor TOTAL 6 14 8 2 0 30 %(MGTL) 20 46.66 26.66 6.68 0 100 TAFE 12 15 3 0 0 30 %(TAFE) 40 50 10 0 0 100 M&M 11 12 7 0 0 30 %(M&M) 36.66 40 23.34 0 0 100
By this analysis we can say that TAFE users find max satisfaction with weight load by trolley because 50% farmer said it is best and 40% said it is excellent then with 40% farmer said M&M is best and36.66% said it is excellent. And only 46.66% user of MGTL said it is best and 20% said it is excellent.
9. Break performance
MGTL 1 8 15 6 0 30 %(MGTL) 3.34 26.66 50 20 0 100 TAFE 3 14 13 0 0 30 %(TAFE) 10 46.66 43.34 0 0 100 M&M 3 14 12 1 0 30 %(M&M) 10 46.66 40 3.34 0 100 EXIHIBIT 9
Excellent Best Good Average Poor TOTAL
By this analysis we can say that TAFE and Mahindra users find max satisfaction with break performance because 46% farmer said it is best and 10% said it is excellent then 50% user of MGTL said it is good and 26% said it is best.
10.Hydraulic power performance
MGTL %(MGTL) TAFE %(TAFE) M&M %(M&M)
34 10 0 100 6 10 11 3 0 30 20 33.Excellent Best Good Average Poor TOTAL 1 9 15 4 1 30 3.34 36.33 23. 11.66 %(MGTL) TAFE %(TAFE) M&M %(M&M) .34 20 30 36. Gearbox performance MGTL Excellen t Best Good Average 1 6 9 11 3.33 20 1 12 9 8 3.66 10 0 100 EXIHIBIT 10 By this analysis we can say that TAFE users find max satisfaction with hydraulic performance because 50% farmer said it is best and 26% said it is excellent then with 33% farmer said M&M is best and 20% said it is excellent. And only 30% user of MGTL said it is best and 3.34 40 30 26.33 100 8 15 4 3 0 30 26.66 50 13.34 30 50 13.33 3.3% said it is excellent.66 6 10 7 6 20 33.
0 100 EXIHIBIT 11
By this analysis we can say that TAFE users find max satisfaction with gear box performance because 23% farmer said it is best and 20% said it is excellent then with 40% farmer said M&M is best and 3.34% said it is excellent. And only 20% user of MGTL said it is best and 3.34% said it is excellent.
12. Clutch performance
MGTL 1 1 14 11 3 30 %(MGTL) 3.34 3.34 46.66 36.66 10 100 TAFE 2 11 10 6 1 30 %(TAFE) 6.66 36.66 33.34 20 3.34 100 M&M 1 13 5 8 3 30 %(M&M) 3.34 43.34 16.66 26.66 10 100 EXIHIBIT 12
Excellent Best Good Average Poor TOTAL
By this analysis we can say that M&M users find max satisfaction with clutch performance because 43% farmer said it is best and 3.34% said it is excellent then with 36.66% farmer said TAFE is best and 6% said it is excellent. And only 3.3% user of MGTL said it is best and 3.3% said it is good.
AFTER SALES SERVICE
13. After sales service
Excellent Best Good Average Poor TOTAL MGTL 7 14 7 1 1 30 %(MGTL) 23.34 46.66 23.34 3.33 3.33 100 TAFE 2 16 12 0 0 30 %(TAFE) 6.66 53.34 40 0 0 100 M&M 0 20 9 1 0 30 %(M&M) 0 66.66 30 3.34 0 100
66% said it is excellent.66 % farmer said it is best and 23.68 0 100 2 22 6 0 0 30 6. Facility with skilled mechanic at centre MGTL Excellen t Best Good Average Poor TOTAL 6 17 5 2 0 30 20 56.66 16.34 20 0 0 100 1 22 7 0 0 30 3.33 23.33 % said it is excellent then with 66.By this analysis we can say that MGTL users find max satisfaction with after sales service because 46.34 73.33 0 0 100 EXIHIBIT 14 %(MGTL) TAFE %(TAFE) M&M %(M&M) By this analysis we can say that MGTL users find max satisfaction with facility of skilled worker at service centre because 56. 14.66% farmer said M&M is 53% user of TAFE said it is best and 6.66 % farmer said it is best and 20 % .66 73.66 6.
34 0 0 100 10 15 5 0 0 30 33.34% said it is excellent then with 46.34% user said it is best and 6.said it is excellent then with 73.66 23. .66 13. And only 40% user of MGTL said it is best and 20% said it is good. 15.66% said it is excellent.66 0 0 100 EXIHIBIT 15 %(MGTL) TAFE %(TAFE) M&M %(M&M) By this analysis we can say that M&M users find max satisfaction with availability of spare parts at service centre easily because 50% farmer said it is best and 33.34 0 100 9 14 7 0 0 30 30 46.66% farmer said TAFE is best and 30% said it is excellent. Availability of spare part MGTL Excellen t Best Good Average Poor TOTAL 6 12 8 4 0 30 20 40 26.34 50 16.33% farmer said M&M is best 3.34% of user said it is excellent then of TAFE 73.
33 % said it is excellent then with 26.34 3.34% said it is excellent. Company support for financing MGTL Excellent 4 Best 10 Good 12 Average 4 Poor 0 TOTAL 30 %(MGTL) 13. 17.66 40 0 0 100 M&M 8 8 13 1 0 30 %(M&M) 26.66 26.34 0 100 EXIHIBI T 16 By this analysis we can say that TAFE users find max satisfaction with supporting for loan because 46..33 0 100 TAFE 4 14 12 0 0 30 %(TAFE) 13. And only 33.66 % farmer said it is best and 13.66% said it is excellent.33 40 13.66 43.66 % farmer said M&M is best and 26.16. Performance against competitors .33% user of MGTL said it is best and 13.34 33.34 46.
And only 30% user of MGTL said it is best..66 0 100 EXIHIBI T By this analysis we can say that TAFE users find max satisfaction with performance against competitors because 10 % farmer said it is best and 80 % said it is excellent then with 80% farmer said M&M is best and 10% said it is excellent.Excellent Best Good Average Poor TOTAL MGTL 0 9 17 2 2 30 %(MGTL) 0 30 56.34 6. Provide incentives for participation in sales promotion activity Excellent Best MGTL 0 3 %(MGTL) 0 10 TAFE 0 3 %(TAFE) 0 10 M&M 3 6 %(M&M) 10 20 .66 3.68 100 TAFE 21 3 5 1 0 30 %(TAFE) 70 10 16.66 6.66 6. 18.34 0 100 M&M 3 24 1 2 0 30 %(M&M) 10 80 3.
33 3. 19.34 100 TAFE 0 4 15 10 1 30 %(TAFE) 0 13.66 100 . Timing for resolve complaints MGTL Excellent 0 Best 0 Good 2 Average 15 Poor 13 TOTAL 30 %(MGTL) 0 0 6.34 73.66 0 100 EXIHIBI T 18 By this analysis we can say that M&M users find max satisfaction with availability providing incentives for participating in sales promotional activity because 20% farmer said it is best and 10% said it is excellent then with 10% farmer said TAFE is best and 13% said it is good.33 50 33.34 100 M&M 0 1 9 18 2 30 %(M&M) 0 3.33 3.33 100 19 2 0 30 63. And only 10% user of MGTL said it is best.66 50 43.34 6.66 33.34 100 4 22 1 30 13.34 30 60 6.Good Average Poor TOTAL 0 17 10 30 0 56.
EXIHIBIT 19 By this analysis we can say that TAFE users find max satisfaction with take less time to resolve complaints because 13.34 20 76.34 20 76.34% farmer said M&M is best and 30% said it is good.34 100 EXIHIBIT 20 .66 73.66 100 M&M 0 0 0 8 22 30 %(M&M) 0 0 0 26. Cash discount MGTL Excellent 0 Best 0 Good 1 Average 6 Poor 23 TOTAL 30 %(MGTL) 0 0 3. And only 6% user of MGTL said it is good. 20.33% farmer said it is best and 50 % said it is good then with 3.66 100 TAFE 0 0 1 6 23 30 %(TAFE) 0 0 3.
CHAPTER 4 .66% farmer said it is average and 20% MGTL and TAFE user said it is average and 3.By this analysis we can say that M&M users find max satisfaction with giving cash discount at purchase time because 26.34% said it is good.
TAFE 2.3 show that 57% of the MGTL customers respectively say price level is low then M&M users find price level of M&M is average with 93% and TAFE users find price level of TAFE is high with 87%.1. Which shows rank as per price high to low is 1. 2. 2.2. • The findings from Exhibit 2. M&M .FINDINGS • The findings from Exhibit 1 show that 45% of the customers respectively says for purchase a new tractor fuel consumption or productivity is more important and then availability of spare parts.
5.2. 5. MGTL • The findings from Exhibit 3 show that 83% of the customers of M&M are satisfied with guarantee and warrantee of the product and then TAFE users are with 63% and then MGTL users with 53%.1. TAFE 3. MGTL • The findings from Exhibit 4 show that 100% of the customers of M&M and MGTL and TAFE users don’t get any gifts or incentive on special festival or occasion. M&M 2.3. This shows rank as per satisfaction of guarantee and warrantee 1. • The findings from Exhibit 5.3 show that 90% of the customers of TAFE are satisfied low complaints of the product in every quarter which is .
MGTL • The findings from Exhibit 7 show that 70% of the customers of M&M are satisfied with pulling power of product and then TAFE users are with 54% and then MGTL users with 30%. M&M 3. • The findings from Exhibit 6 show that 70% of the customers of M&M are satisfied with fuel consumption of the product and then TAFE users are with 54% and then MGTL users with 30%. MGTL . TAFE 3. This shows rank as 1.between 0—2 and then M&M users are with 86% and then MGTL users with 63%. TAFE 2. This shows rank as 1. TAFE 3. M&M 2. M&M 2. MGTL. This shows rank as per satisfaction of guarantee and warrantee 1.
This shows rank as 1.3% said it is excellent. M&M and TAFE 2. TAFE 2.66% user of MGTL said it is best and 20% said it is excellent. TAFE 2. This shows rank as 1. MGTL • The findings from Exhibit 10 show that TAFE users find max satisfaction with hydraulic performance because 50% farmer said it is best and 26% said it is excellent then with 33% farmer said M&M is best and 20% said it is excellent. M&M . MGTL • The findings from Exhibit 9 show that TAFE and Mahindra users find max satisfaction with break performance because 46% farmer said it is best and 10% said it is excellent then 50% user of MGTL said it is good and 26% said it is best. And only 30% user of MGTL said it is best and 3.66% said it is excellent. M&M 3. This shows rank as 1. And only 46.• The findings from Exhibit 8 show that most of the TAFE users find max satisfaction with weight load by trolley because 50% farmer said it is best and 40% said it is excellent then with 40% farmer said M&M is best and36.
M&M 3.66% farmer said TAFE is best and 6% said it is excellent.3% said it is good. TAFE 2. This shows rank as .34% said it is excellent then with 36. • The findings from Exhibit 11 show that TAFE users find max satisfaction with gear box performance because 23% farmer said it is best and 20% said it is excellent then with 40% farmer said M&M is best and 3. MGTL • The findings from Exhibit 12 show that M&M users find max satisfaction with clutch performance because 43% farmer said it is best and 3. MGTL. And only 3. And only 20% user of MGTL said it is best and 3.34% said it is excellent.66% said it is excellent. M&M 2.34% said it is excellent. MGTL • The findings from Exhibit 13 show that MGTL users find max satisfaction with after sales service because 46. TAFE 3.66% farmer said M&M is 53% user of TAFE said it is best and 6. This shows rank as 1.3.3% user of MGTL said it is best and 3.66 % farmer said it is best and 23.33 % said it is excellent then with 66. This shows rank as 1.
This shows rank as 1.34% said it is excellent then with 46. M&M 2. TAFE • The findings from Exhibit 14 show that MGTL users find max satisfaction with facility of skilled worker at service centre because 56.66 % farmer said it is best and 20 % said it is excellent then with 73.34% user said it is best and 6. TAFE • The findings from Exhibit 15 show that M&M users find max satisfaction with availability of spare parts at service centre easily because 50% farmer said it is best and 33. And only 40% user of MGTL said it is best and 20% said it is good. MGTL 2. MGTL . M&M 3. This shows rank as 1.33% farmer said M&M is best 3.34% of user said it is excellent then of TAFE 73. MGTL 2. M&M 3.66% farmer said TAFE is best and 30% said it is excellent.1.66% said it is excellent. TAFE 3.
TAFE 2. And only 33. TAFE 2.34% said it is excellent.33% user of MGTL said it is best and 13.66 % farmer said M&M is best and 26.66 % farmer said it is best and 13.66% said it is excellent. This shows rank as 1. And only 10% user of MGTL said it is best.• The findings from Exhibit 16 show that TAFE users find max satisfaction with supporting for loan because 46. M&M 3. MGTL.33 % said it is excellent then with 26. • The findings from Exhibit 18 show that M&M users find max satisfaction with availability providing incentives for participating in sales promotional activity because 20% farmer said it is best and 10% said it is excellent then with 10% farmer said TAFE is best and 13% said it is good. M&M 3. This shows rank as . This shows rank as 1. And only 30% user of MGTL said it is best. MGTL • The findings from Exhibit 17 show that TAFE users find max satisfaction with performance against competitors because 10 % farmer said it is best and 80 % said it is excellent then with 80% farmer said M&M is best and 10% said it is excellent.
And only 6% user of MGTL said it is good. M&M 3. • The findings from Exhibit 20 show that M&M users find max satisfaction with giving cash discount at purchase time because 26.33% farmer said it is best and 50 % said it is good then with 3.34% farmer said M&M is best and 30% said it is good. MGTL • The findings from Exhibit 19 show that TAFE users find max satisfaction with take less time to resolve complaints because 13. MGTL.1. MGTL . TAFE 2.34% said it is good. M&M 2. This shows rank as 1. TAFE 3.This shows rank as 1. M&M 2.66% farmer said it is average and 20% MGTL and TAFE user said it is average and 3. TAFE 3.
CHAPTER 5 SUGGESTION • As per the survey carried out the company needs to work on the technical aspects of the product because most of the customer have complaints in gear box voice problem and some of having problem in starter. • The other area where the company can improve is in the After Sales Service. • Also company can improve all the features which they have already good but not best then competitors. Although the service is quite fair but still there is scope for improvement in it. .
• MGTL should change the warrantee and guarantee period and scheme. Further.• MGTL should prepare a program for sales promotional activity which includes highly participation of farmer and they should provide incentive for that. If they take up the Marketing of “Shaktimaan” brand under the same name and under the same logistic cycle or marketing channel. • I would like to say that Mahindra tractor has very high brand awareness in tractor industry. MGTL should also make strategy of loan financing for those customer who are facing problem for loan from banks. MGTL can rip good brand equity in terms of better sales volume and turnover. and provide gifts or greetings on festival or special occasion because no company does like this. • MGTL should go for cash discount offer because all the competitors are not good in this. • MGTL can also make various concepts for customer satisfaction like. under which M & M does for it. • • MGTL should make a strategy for resolving complaints of customer as soon as possible. then this will create a reliable and quality branding for MGTL. . give bonus.
• There is wide scope of “SHAKTIMAAN” brand in Bhavnagar.• MGTL should implement the ERP software or like SAP software for faster communication with dealers and suppliers and also for internal communication because still MGTL works on conventional system. Rajkot. Junagadh. Amreli. • MGTL has not advertisement program so it is required to prepare a program for this and choose a proper media and message for proper branding and brand awareness. . • MGTL has not very good brand equity and brand positing so they can build with brand awareness. and Porbandar district because in these district most of have TAFE and Mahindra tractors so MGTL should create or implement the various programs. Jamnagar.
in which TAFE has maximum satisfaction level of customer with technical performance of the tractor and Mahindra tractor has widely used but . • MGTL company has very good after sales service and skilled mechanic but MGTL tractor has little bit week technical performance against TAFE and M&M.CHAPTER 6 CONCLUSION • From the survey carried out it can be concluded that in general most of the customers are satisfied with the productivity of the tractor or quality or technical performance of the tractor.
• MGTL customer also faced problem per quarter in comparison of TAFE and M&M is high. . • MGTL is not providing any type of cash discount and any type of incentives for customer’s special occasion and festival as like HERO HONDA does. • In last I want to conclude that in these three company maximum customer satisfaction level of TAFE Company and then M&M and then MGTL on the basis of analysis of data. • Price level of MGTL tractor is low in comparison of TAFE and MGTL which is good for the customer. • In tractor industry quality of technical performance and after sales service and financial support to customer is main aspects of customer satisfaction.due to less price and due to good after sales service Mahindra tractor are Market leader in tractor industry.
2nd edition. 1-4. Research Methodology.R. 13th edition.344-349. Marketing Management. C. Kevin Lane Keller. Pg No 115-118.468475.CHAPTER 7 BIBLIOGRAPHY BOOKS: Philip Kotler. . 33-36. Mithileshwar Jha. Pearson Education. 95-98. 55-56.549-553.455-460. Kothari. new age international publishers. abraham Koshy. pg no.
mahindra.google.google.30pm date 15/6/2010.b2binternational.com/brands.comlibrarywhitepaperspdfcustomer_sati sfaction_surveys.tafe.56PM 2/7/2010) http://www.) WEB SITES: • http://www.mahindragujarat.html (4.pdf&meta=&aq=f&aqi=&aql=&oq=&g s_rfai=(8.%202010Tractor_Indust.co.htm (6.insearchhl=en&source=hp&q=research+report +on+customer+satisfaction+.com/mfgBase.tafe.) http://www.in/imgres? imgurl=http://www.pdf (8.) http://www.mahindragujarat.com/report/industry/transportation/tractor_market_in_i ndia_an_analysis.html (6.com/6.06PM 2/7/2010) http://www.pdfTIME (6.LITERATURE: • httpwww.mahindragujarat.) • http://marketpublishers.35pm date 15/6/2010.htm (4.tafe.co m/products.com/companyHistory.59pm 2/7/10) • • • http://www.30pm date18/7/2010.in/files/PDF/SpecialComments/May%2025.com/images/farmequipments/ME- .co.) • httpwww.38pm date (15/6/2010.) • • • http://www.htmlhttp://www.42pm date 15/6/2010.htm#massey (5.30pm date18/7/2010.icra.com/products.
com/Farm_Equ_sec/farmtractors.mahindra.30PM 2/7/2010) Reports: • Annual report of the company .08PM 2/7/2010) http://www.3.10PM 2/7/2010) • • • • http://www.mahindra.com/brands.com/brands.20PM 2/7/2010) • ttp://www.mahindra.htm#tafe (5.htm#eicher (5.08PM 2/7/2010) http://www.com/Farm_Equ_sec/farm-equipmentmanufacturers.html&usg=__xeIxCX7TuIDw1YjvXNptsBZT4c=&h=134&w=146&sz=9&hl=en&start=4&itbs=1&tbnid=gBpm6lx tYNzbQM:&tbnh=87&tbnw=95&prev=/images%3Fq%3Dmahindra%2Btractors %2Bindia%26hl%3Den%26sa%3DG%26gbv%3D2%26tbs%3Disch:(1 5.wikipedia.29PM 2/7/2010) • http://en.html (5.html (5.12PM 2/7/2010) http://www.com/productsandservices/products_services.tafe.org/wiki/Customer_satisfaction (5.mahindra.html (5.com/Heritage/History.tafe.jpg&imgrefurl=http://www.
CHAPTER 8 APPENDIX .
After Sales Service 4. Fuel efficiency / productivity per acre. 1. Availability of spare parts • According to you. (a) High (b) average (c) low . Price 3.QUESTIONNAIRE FOR CONSUMERS • • • Name of the Model : purchase year : According to you. 2. Guarantee / Warrantee 5. Price level is. what are the main features required for purchasing a Tractor? Please tick any two.
• How you find the technical performance of the product? Excellent Best Good Avg Poor Fuel consumption Pulling power in cultivation Weight load by trolley Brake performance Hydraulic power performance Gearbox performance Clutch performance • How you find the after sales service of the company? Excellent After sales service Facility with skilled mechanic at centre Availability of spare parts Company support for financing Performance against competitors Provide incentives for participation in sales promotion activity Best Good Avg Poor . Range 0-2 2-4 4-6 6-8 8-onwards Complaints.• Are you satisfied with the Guarantee / warrantee of the product? (a) Yes (b) no • Whether you are receiving greetings on special festival or occasion or not? (a) Yes (b) no • How many complaints you are actually have in the period of 3 months.
CHAPTER 9 ABBREVIATION . : : : Any suggestion regarding the product or service on which company can improve? ___________________________________________________________________ _________________________________________ Thank you…………………...Timing for resolve complaints. Cash discount • • • • • Customer name : Village/ city Dist. Ph no.
M&M : Mahindra & Mahindra NBFC : Non-banking finance companies FES : Farm Equipment Sector .MGTL : Mahindra Gujarat tractor ltd. GOG : Government of Gujarat TAFE : Tractor and farm equipment ltd.
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