Brand analysis of Mahindra

& Mahindra

Submitted by-
Annanya Verma(2K20/UMBA/06)
Saurabh Bhuradia(2K20/UMBA/35) MBA General
Sec-A Submitted to-
Semester -3 Prof Varsha Sehgal
 Index
1- Company profile

2- PORTER’S five forces 1-5 Saurabh

6-10 Annanya
3- PESTLE analysis

4- VRIO analysis

5- Core competencies

6- Marketing mix

7- Digital marketing strategy

8- Corporate strategy

9- Joint ventures

10- SWOT analysis

11- Conclusion
 Company Profile

Set up in 1945
M&M has two main operating divisions - Automotive division and Farm Equipment division.
In addition to these two divisions, M&M has a defence system division. The Mahindra
Defence System (MDS) was set up in mid-2000 with a view to providing a sharp focus to
service the Defence sector.
The Automotive division of M&M has manufacturing plants at Mumbai, Nashik and Igatpuri
in the state of Maharashtra, at Zaheerabad (Andhra Pradesh) and at Haridwar (Uttaranchal).
 Core purpose & Core values
Indians are second to none in the world. The Founders of the nation and of the Company passionately believed this. They
will prove it right by believing in themselves and by making Mahindra & Mahindra Limited known world-wide for the
quality of its products and services.

'We don't have a group-wide mission statement. Our Core Purpose is what makes all of us want to get up and come to work
in the morning.'

- Anand G. Mahindra

Core Values

● Good Corporate Citizenship

● https://www.mahin
Professionalism dra.com/news-roo
● m/mahindrariseat7
Customer First 5/a-federation-of-c
● Quality Focus ompanies-united-b
y-values-and-purpo
● Dignity of the Individual se-much-ahead-of-i
ts-time
https://casemba.com/nir
malya-kumar/mahindra-
and-mahindra:-leveragin
g-indias-size-for-global-
scale-in-tractors---a-prof
ile-of-one-of-indias-pion
eering-multinationals/po
rters-analysis.php
 PESTEL Analysis

https://www.ukessays.
com/essays/business/u
nderstanding-the-inter
nal-and-external-busin
ess-environment-busin
ess-essay.php
CORE COMPETENCIES

1- Knowledge in metal forming

2- innovative development

3- process development

http://www.mm-group.com/abo
ut-us/core-competences.htm
VRIO ANALYSIS

https://www.essay48.com/case/30655-MAHINDRA-MAHIN
DRA-LTD---FARM-EQUIPMENT-SECTOR---DVD-VRIN-
VRIO-Analysis
RESOURCES VALUE RARE IMITATIONS ORGANIZATION COMPETITIVE
ADVANTAGE

Ability to attract talent in yes yes Difficult to imitate yes Competitive advantage
various global/local
market

Sales force and channel yes no Can be imitated by There is a lot of competitive advantage
management competitors potential

Manage regulatory and yes no can be imitated by yes Not critical factor
legal obligations competitors

Supply chain network yes yes can be imitated by Fully utilized Keeps the business
facility competitors running

Brand awareness yes yes no utilized Sustainable competitive

advantage

Distribution/cost yes no A little difficult yes Competitive advantage

competitiveness

New yes no can be imitated by Not fully utilized Has potential

opportunities/resources competitors

Financial resources yes no Financial equipment are Company has Temporary

all available to earnest sustainable financial
competitors position

Opportunities in E- yes no The AI & inhouse It is just for the start of Sustainable competitive
commerce analytics can be difficult organization advantage
to imitate
Marketing Mix
PRODUCT PRICE PLACE PROMOTION

Mahindra and Mahindra In order to meet the It has a global presence 1- Traditional media
are involved in and cater needs of every section and its products are sent 2- Ads featuring models
to the demands which of the masses, they have to countries like Italy,
include farm equipment, launched products for China, South Africa, the 3- Exhibitions
utility vehicles, and every income class that USA, and the UK. In 4- Programs where they
commercial vehicles. is suitable for everyone. India, its plants are reward the best talent
Their portfolio covers a located in Bangalore,
wide range of products. Chakan, Nasik in
Maharashtra, and
heavy trucks,light Haridwar in
trucks, two-wheelers, Uttarakhand.
SUV, tractors and
school buses.
 DIGITAL Marketing strategy

Mahindra & Mahindra has launched Smart Shift, a platform that

connects cargo owners with transporters. The platform lets users
find transporters based on the cargo weight, size, and other
requirements, and negotiate and seal a deal to transport it. Smart
Shift’s services are available via the website, smartphone app,
and call centre.
 Corporate strategy

In December 2001, company identified farm equipment sector (FES) as a core business. In 2002, Operation Blue chip was
implemented, which aimed at strengthening domestic operations as a precursor to going global.

Mahindra and Mahindra entered the energy sector in 2002, in response to growing demands for increased electric power in
India. In 2006, it became a major market leader in the telecom segment
 Mahindra-Renault joint venture

1- in 2007, Mahindra started making passenger vehicles

2- M&M made its maiden entry into the heavy trucks segment with the Mahindra Truck and Bus Division
 Mahindra-ford joint venture

In October 2019, Mahindra & Mahindra acquired a controlling 51% stake.

In April 2020, the company ended its joint venture with Renault, with Mahindra & Mahindra buying out Renault's stake.
 SWOT Analysis

https://www.marke
ting91.com/swot-a
nalysis-mahindra-
mahindra/
CONCLUSION

Mahindra and Mahindra have grown steadily in size and structure and has evolved into a huge group
and occupies a premium position in various key sectors of the economy. It has gained a substantial and
a sustainable growth in the industry by coping up with various changes in the environment it exists in.
The above-mentioned factors have impacted its various business sectors and led to the formation of a
highly successful company.

The above analysis leads us to the conclusion that Mahindra and Mahindra have transformed
themselves into a very successful business enterprise and have evolved themselves as a very important
constituent of the Indian and the global economy. Mahindra and Mahindra have expanded themselves
into various industrial sectors like defence, automobile, hospitality etc. and have diversified at the same
time. Mahindra and Mahindra have shown that how the various changes in the business environment
can be explored and exploited by any business for its own gain and the gain of the economy as a whole.
THANK YOU