PROJECT REPORT

On
“MARKETING STRATEGIES WITH REFERENCE TO MAHINDRA SCORPIO: A
STUDY OF ROHTAK DISTRICT”

Submitted to

Maharshi Dayanand University, Rohtak, in partial fulfilment the requirements for

the award of degree of Master of Business Administration (Business Economics)

Session: 2020-22

Supervised By: Submitted By:

Dr. Saurabh Kant Rishabh Kumar Sharma
Assistant Professor Class: MBA(BE) (2-Year 4th Semester)
IMSAR, Rohtak Roll No.: 151

Institute of Management Studies and

Research Maharshi Dayanand University,
Rohtak
2022

1
1) INTRODUCTION
Today most international car manufacturers have entered the Indian market. India is the
second largest two-wheeler manufacturer in the world an also the second largest tractor
manufacturer. It is also the 5th largest commercial vehicle manufacturer and 3rd largest car
market.

Mahindra & Mahindra Limited is a major automobile company in India. It was setup in 1945
to make general purpose utility vehicles for Indian market. The company has started a
separate sector, Mahindra Systems and Automotive technologies (MSAT) in order to focus
on developing components as well as offering engineering services. Now, branched out into
manufacturing of agricultural tractors, and also light commercial vehicles. The company
constantly manufactures its range of vehicles, whilst researching and developing new
products. The more diversified parts of the business have been spun-off as separate business
entities, and activities organized under various business groups. These groups now cover a
wide range of markets: automotive, farm equipment, financial services, infrastructure and
development, IT and automotive components. M&M's automotive division is in the business
of manufacturing and marketing utility vehicles and LCVs. It has a market share in excess of
50% in this segment and manufactures the Scorpio SUV range.

2) OBJECTIVES

The study has been under taken to analyze the marketing strategy towards all variant of
Mahindra SCORPIO in Rohtak with a special reference to the M&M motors, the other
objectives are:
1. To gather information about Marketing Strategy toward Scorpio in the geographic
region of Rohtak. To know the customer perception about features, low maintenance
cost and looks of Scorpio.
2. To know the customer satisfaction about the safety and comfort provided by Scorpio.
3. To know the marketing strategy towards the after sales service offers by M&M.

3) 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

2
 project are consistent with each other. Research studies evolve through a series of steps, each
representing the answer to a key question.

3.1 RESEARCH DESIGN

I propose to first conduct a 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. 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 :

1. Defining the information need

2. Design the exploratory, descriptive and causal research.

3.2 METHOD OF DATA COLLECTION

This study required both primary and secondary data, hence in order to fulfil the objectives
both primary and secondary data was collected.

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 informa t
ion that comes from people and 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
3
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 a 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.

4) SCOPE OF THE PROJECT

1. The scope of study is limited to the respondents are selected from in and around Rohtak
2. The project is carried out for short period.
3. Measurement of Marketing strategies is complex subjects, which uses non-objectives method, which
is not reliable.
4. However, Mahindra and Mahindra Automobile showrooms are located in other places i.e. locally
and even in the neighboring states. Only opinion of respondents of Rohtak city was consider for
finding out the opinions of respondents.

4
5