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This-PC
[Course title]
1ST SEMESTER FINAL
PROJECT
[Document subtitle]
Contents
A. SECTORAL INFORMATION ..................................................................................................................... 4
1. INTRODUCTION ................................................................................................................................. 4
2. % GDP CONTRIBUTED BY AUTOMOBILE SECTOR TO THE INDIAN ECONOMY:-................................ 4
3. CLASSIFICATION OF AUTOMOBILE SECTOR :- ................................................................................... 4
4. INDUSTRY SIZE/MARKET SHARE ....................................................................................................... 5
5. MARKET OVERVIEW:- ........................................................................................................................ 5
a. NO. OF AUTOMOBILE PRODUCED IN INDIA:- ............................................................................... 5
b. GROWTH PATTERN OF INDIAN AUTOMOBILE SECTOR:- .............................................................. 6
c. REASON FOR GROWTH OF AUTOMOBILE SECTOR:- ..................................................................... 6
6. PORTER’S FIVE FORCES MODEL: - ..................................................................................................... 7
B. COMPANY INFORMATION :- ................................................................................................................. 8
1. COMPANY SNAPSHOT: ...................................................................................................................... 8
a. COMPANY NAME: ......................................................................................................................... 8
Mahindra & Mahindra .......................................................................................................................... 8
b. PRODUCTS: -.................................................................................................................................. 8
c. FOUNDATION YEAR:- .................................................................................................................... 8
d. FOUNDER:- .................................................................................................................................... 8
e. DISTRIBUTION WORLDWIDE: ........................................................................................................ 8
f. PRODUCTION PLANT:-................................................................................................................... 9
g. HEADQUARTERS :-......................................................................................................................... 9
h. KEY PEOPLE :- ................................................................................................................................ 9
i. NET REVENUE :-............................................................................................................................. 9
j. TOTAL NO OF EMPLOYEES :- ......................................................................................................... 9
k. OFFICIAL WEBSITE:- ...................................................................................................................... 9
l. ACHIEVEMENTS :-.......................................................................................................................... 9
2. MISSION AND VISION :-..................................................................................................................... 9
3. PROMOTERS OF THE COMPANY: .................................................................................................... 10
4. MARKET SHARE OF THE COMPANY :- ............................................................................................. 10
5. PRODUCT PORTFOLIO :- .................................................................................................................. 10
6. COMPETITOR ANALYSIS:- ................................................................................................................ 11
C. MARKETING MANAGEMENT: -............................................................................................................ 12
1. SWOT ANALYSIS OF MAHINDRA & MAHINDRA: ............................................................................. 12
10. HUMAN RESOURSE MANAGEMENT: - ................................................................................................ 14
1. ORGANISATIONAL STRUCTURE: ...................................................................................................... 14
2. ANALYSIS OF JOB DESCRIPTION & JOB SPECIFICATIONPOSTED BY THE COMPANY IN ONLINE
PORTALS: ................................................................................................................................................. 15
3. TRAINING NEEDS OF THE COMPANY: ............................................................................................. 16
a) ENGINEERING TRAINEES PROGRAMME:..................................................................................... 16
Every year they hire lots of outstanding engineer graduates to work in Automotive, farm equipment
and IT business, as well as in select positions in other sectors. They seek independent thinkers with
a strong work ethic who are comfortable taking risks with new ideas. For their development,
Mahindra arrange Engineering Trainee Program. ............................................................................. 16
.................................................................................................................................................... 16
b) GROUP MANAGEMENT CADRE(GMC) PROGRAMME: ............................................................... 16
The Group Management Cadre program recruits highly talented MBA graduates, empowering
them to jumpstart their careers in key positions at Mahindra. they hire from the best b-schools, and
currently have over 200 GMCs within the Group. The GMC is fast-paced, challenging program that
grooms high potential managers for leadership positions. ................................................................ 16
..................................................................................................................................................... 16
c) WOMENS LEADERSHIP PROGRAMME: ....................................................................................... 16
Women Leaders Program (WLP) has been launched recently in order to bridge the gender gap in
the workforce and build mid-level women leadership pipeline. WLP helps talented women in the
organization transcend perceived limitations and achieve their full potential. It is focused on
advancement of women in the workforce, encouraging women employees in the middle
management cadre. It proposes a unique professional development journey spanning 18 months
specially designed to help participants develop competencies needed to advance into future
leadership positions. ........................................................................................................................... 16
d) FUTURE LEADERS PROGRAMME: ................................................................................................ 16
e) MAHINDRA UNIVERSE PROGRAMME: ........................................................................................ 17
.................................................................................................................................................... 17
The Mahindra Universe Program is an annual on-campus event that gathers 35-40 top global
managers of Mahindra & Mahindra and their spouses at the Harvard Business School. Aimed at a
whole-brained approach, this program seeks to broaden managerial views, provide opportunities
to engage with globally-acclaimed faculty and allows managers to take stock of where the world is
leaded. ................................................................................................................................................ 17
f) WOMENS MID MANAGEMENT PROGRAMME: .......................................................................... 17
SOME OTHERS TRAINING NEEDED THAT INCLUEDS: ........................................................................ 17
4. ORGANISATION CULTURE: .............................................................................................................. 17
 A. SECTORAL INFORMATION
1. INTRODUCTION
Indian automobile industry became world’s 4th
largest car manufacturing industry and it was the
7th largest commercial vehicle manufacturer in
2018.

2. % GDP CONTRIBUTED BY
AUTOMOBILE SECTOR TO THE INDIAN
ECONOMY:-

3. CLASSIFICATION OF AUTOMOBILE SECTOR :-

AUTOMOBILE SECTOR

BASED ON BASED ON BASED ON FUEL BASED ON TYPE BASED ON BASED ON

PURPOSE CAPACITY SOURCE OF NUMBER OF SIDE OF DRIVE
TRANSMISSIONN WHEELS

Commercial automatic Two wheeler Left hand

Heavy Motor Petrol vehicle vehicle
vehicle drive
Vehicle
Three
Diesel vehicle Conventional
wheeler
Passenger Light Motor vehicle Right hand
vehicle Vehicle drive
Gas vehicle
Four wheeler
Semi-
Medium automatic
Solar vehicle
vehicle vehicle Six wheeler

Hydrogen vehicle

Electric vehicle

Steam engine vehicle

Hybrid vehicle

Hybrid electric vehicle

 4. INDUSTRY SIZE/MARKET SHARE
 The Three wheelers segment has been
captured 4% market share of the Indian
automobile market.
 The Commercial vehicle and the passenger
vehicle segments have been captured 3% and
12% market share respectively.
 The two wheeler segment with 81% market
share leads the Indian automobile market
because of being crazed among the young
generation and growing middle class.

5. MARKET OVERVIEW:-
a. NO. OF AUTOMOBILE
PRODUCED IN INDIA:-
In April-March 2019, Total 30915420
vehicles including passenger vehicle,
commercial vehicle, three wheelers,
two wheelers and quadricycle have
been produced as against 29094447
in April-March 2018 and have
registered a growth of 6.26% over
the same period last year.
 b. GROWTH PATTERN OF INDIAN AUTOMOBILE SECTOR:-
As per the society of Indian Automobile Manufacturers(SIAM) the Indian automotive industry
gained a marginal growth of 5% at26267783 units in FY2018-FY2019.

 As per the SIAM data overall passenger vehicles segments has been increased by 2.7% in
domestic sales for FY2019 to 3377436 units as compared to 3288581units in FY2018.
 Commercial vehicles saw the highest growth among all segments, and uptick of 17.5% to
1007319 units last fiscal.
 For Two wheelers, this segment has shown a growth of 4.8% in the fiscal ended 31 st
march at 21181390 units as compared to 20200117 units in FY2018.
 Three wheelers segment has been grown at a rate of 10.27% in FY2019 at 701011 units
upon 635698 units at FY2018.

c. REASON FOR GROWTH OF AUTOMOBILE SECTOR:-

6. PORTER’S FIVE FORCES MODEL: -

BARGAINING POWER OF SUPPLIERS THREATS OF SUBSTITUTES

LOW- The Bargaining Power of LOW- The threat from substitute

suppliers is low as most of the auto products continues to be low, with
component manufacturers are public transportation being under
specialized in some segments related developed even in cities.
to only one client.

COMPETITIVE RIVALRY

HIGH-The Competition has turned

more intense after the entry of
foreign players like VOLKSWAGEN
and FORD with their changed designs
to cater to Indian Market

BARGAINING POWER OF BUYERS THREATS OF NEW ENTRANTS

HIGH- In a market, like India there is MODERATE- The threat of new

lot of bargaining power available to entrants is generally medium
the customers are there are variety of because of the brand equity and
products available in the same range, capital intensive nature of business
by different manufacturers.
 B. COMPANY INFORMATION :-

1. COMPANY SNAPSHOT:

COMPANY PRODUCT ESTABLISHED FOUNDER DISTRIBUTION PRODUCTION

NAME PLANTS
Mahindra & Automobiles, 1945 K.C Europe, India
Mahindra Tractors, Auto- Mahindra & Russia, Asia,
Components J.C Mahindra Africa, USA,
with Ghulam South America
Mohammed

a. COMPANY NAME:
Mahindra & Mahindra

b. PRODUCTS: -
 Automobiles,
 Personal Cars,
 Commercial Vehicles,
 Tractors,
 Auto Components

c. FOUNDATION YEAR:-
1945

d. FOUNDER:-
 K.C MAHINDRA
 J.C MAHINDRA
 GHULAM MAHAMMED

e. DISTRIBUTION WORLDWIDE:
 EUROPE
 RUSSIA
 USA
 SOUTH AMERICA
  ASIA
 AFRICA
f. PRODUCTION PLANT:-
INDIA

g. HEADQUARTERS :-
Mumbai, Maharashtra, India.

h. KEY PEOPLE :-
 Executive Chairman – Anand Mahindra.
 Managing Director – Pawan Goenka.

i. NET REVENUE :-
US$15 Billion. (2019)

j. TOTAL NO OF EMPLOYEES :-
41,673(2019)

k. OFFICIAL WEBSITE:-
www.mahindra.com

l. ACHIEVEMENTS :-
 Mahindra and Mahindra is placed at 10th most trusted brand in India according to the Brand
Trust Report in its India Study of 2014 survey.
 Mahindra reva presented with CII Design Excellence award.
 M&M rated as India’s 2nd most reputated company by Bluebytes News in 2012.
 M&M’s farm equipment branch bagged the apan Quality Medal in 2007.

2. MISSION AND VISION :-

“We don’t have a group-wide mission statement. Our core purpose is what makes all of us get
up and come to work in the morning ” -Anand Mahindra(Chairman and MD of
Mahindra Group)
To create a fully collaborative environment in which suppliers can deliver exactly
what the company needs, when it needs it, and at a competitive cost.
Indians are second to none in the world. The founders of our nation and of our company
passionately believe this. We will prove them right by believing in ourselves and by
making Mahindra & Mahindra LTD. Known worldwide for the quality of its product and
services. To create India’s largest automobile and automobile related product
distribution network by providing dealers and customers with the largest choice of
unique world class product and services.
 3. PROMOTERS OF THE COMPANY:

Mahindra family, represented by ex-chairman Keshub Mahindra and his nephew Anand
Mahindra, hold under 20% in flagship Mahindra & Mahindra(M&M). The total promoter
holding stands at 26.47% but that includes 8.98% held by a trust.

4. MARKET SHARE OF THE COMPANY :-

5. PRODUCT PORTFOLIO :-

PERSONAL COMMERCIAL E-VEHICLES

NUVOSPORT IMPERIO E20 PLUS

KUV100 ALFA PASSENGER EVARITO
BOLERO ALFA ESUPRO
QUANTO BOLERO PICK UP EALFA MINI
SCORPIO MAXI TRUCK
THAR JEETO
TUV300 SUPRO SERIES
VERITO
XUV500
XYLO
6. COMPETITOR ANALYSIS:-

SL Competitor Company Name Market Share

NO.
1.

2.

3.

4.

5.
 6.

7.

8.

9.

C. MARKETING MANAGEMENT: -
1. SWOT ANALYSIS OF MAHINDRA & MAHINDRA:
10. HUMAN RESOURSE MANAGEMENT: -
1. ORGANISATIONAL STRUCTURE:

CEO SECRETARY

ANANDA MAHINDRA NARAVAN SHANKAR

CHAIRMAN OF THE CFO

BOARD BHARAT DOSHI
KESHUB MAHINDRA

AUTOMOTIVE SECTOR
DIRECTOR
PAWAN GOENKA
A. GANGULY

FARM EQUIPMENT
DIRECTOR SECTOR
R. KULKARNI PAWAN GOENKA

FINANCE, LEGAL AND

DIRECTOR FINANCIAL SERVICES
UDAT PHADKE
ANUPAM PURI

HR, AFTER MARKET

DIRECTOR &CORPORATE SERVICES
RAJEEV DUBEY
NARAVAN VAGHUL
INFORMATION
TECHNOLOGY
DIRECTOR
ULHAS YARGOP
M. MURUGAPPAN
INFRASTRUCTURE
DEVELOPMENT SECTOR
DIRECTOR SUDHIR NAIR
ARUN DASGUPTA
SYSTEM AND
TECHNOLOGY SECTOR
DIRECTOR S.P SHUKLA

DEEPAK PAREKH
TRADE, RETAIL &
LOGISTICS SECTOR
DIRECTOR K. VENKATRAMAN

NADIR GODREJ
 2. ANALYSIS OF JOB DESCRIPTION & JOB SPECIFICATIONPOSTED BY THE
COMPANY IN ONLINE PORTALS:

Job-Description Motorcycle Test Engineering(Powertrain &

Vehicle)
Job-Summary Motorcycle powertrain and vehicle testing
(Development, performance, ride & handling,
durability, off road testing component level,
reliability testing, NVH testing.)
Responsibilities & Key Deliverables  Knowledge about motorcycles (Vehicle
& Engine) and their functioning with
strong problem solving and testing
capabilities.
 Engine and Vehicle preparation as per
checklist and conformance for test
execution.
 Update the testing records.
 Parts planning and organizing the parts
for testing support.
 Report preparation (failures,
observation) & feedback to design
team.
 Identification of cost reduction areas
and implementation.
 Engine and Vehicle brake down
assistance.
Experience 8+ years with relevant industry
Qualification Diploma/Graduate/PG(Mechanical or
Automotive)
Industry Preferred Automobile

Urgent Requirement of Mahindra & Mahindra Automobiles LTD. Co

Company Name Mahindra Automobiles

Job Description Requirement in Mahindra Outlet just like
Workshop, Warehouse, Go down, Store, Service
Centre.
Job Base Location Production Department/Maintenance
Department
Job Timing 9:30 am to 5:30 pm
Job Type Full Time
Qualification 10th , 12th , BCA B.Com , BSC , B.Tech , M.Tech ,
Pharma , PG, Diploma , ITI.
Experience Max :- 2 yrs, Min :- 0 yrs
 Salary(For Fresher’s & Exp.) 18500-48500
Skills Basic Computer Skills, incoming calls handling,
Inventory management, Book-Keeping.
Job-Shift Any shift
Company Facilities Living+Food+Fund+Bonus+Medical+Insurance
Language Known English, Hindi

3. TRAINING NEEDS OF THE COMPANY:

a) ENGINEERING TRAINEES PROGRAMME:
Every year they hire lots of outstanding engineer graduates to work in
Automotive, farm equipment and IT business, as well as in select positions
in other sectors. They seek independent thinkers with a strong work ethic
who are comfortable taking risks with new ideas. For their development, Mahindra
arrange Engineering Trainee Program.

b) GROUP MANAGEMENT CADRE(GMC) PROGRAMME:

The Group Management Cadre program recruits highly talented MBA
graduates, empowering them to jumpstart their careers in key positions
at Mahindra. they hire from the best b-schools, and currently have over
200 GMCs within the Group. The GMC is fast-paced, challenging
program that grooms high potential managers for leadership positions.

c) WOMENS LEADERSHIP PROGRAMME:

Women Leaders Program (WLP) has been launched recently in order to
bridge the gender gap in the workforce and build mid-level women
leadership pipeline. WLP helps talented women in the organization
transcend perceived limitations and achieve their full potential. It is
focused on advancement of women in the workforce, encouraging women
employees in the middle management cadre. It proposes a unique professional
development journey spanning 18 months specially designed to help participants
develop competencies needed to advance into future leadership positions.

d) FUTURE LEADERS PROGRAMME:

Created in partnership with Yale and IMD-Lausanne, the FLP program
focusses on future challenges that may confront Group Mahindra. The
program includes week-long campus stints at Yale, IMD and the
company's own Nashik training facility respectively along with intense
coaching and discovery visits. The first batch selected for the FLP are
fast-track executives in the 42-53-year age group. The idea is to build a pipeline of leaders for
tomorrow's Mahindra and thus people are recruited from different businesses and positions
across the group.

e) MAHINDRA UNIVERSE PROGRAMME:

The Mahindra Universe Program is an annual on-campus event that gathers 35-40
top global managers of Mahindra & Mahindra and their spouses
at the Harvard Business School. Aimed at a whole-brained
approach, this program seeks to broaden managerial views,
provide opportunities to engage with globally-acclaimed faculty
and allows managers to take stock of where the world is leaded.

f) WOMENS MID MANAGEMENT PROGRAMME:

The initiative aims to address the crucial problem that corporations face of losing high
potential women at the mid-career stage when many of them
have to leave the leadership track due to work-life concerns,
perceived lack of fit or other factors. So Mahindra & Mahindra
took initiative to arrange a MID-MANAGEMENT program consists
of Professional Development and a duration of 18 months. It helps
to identify the problem of women why they quit their jobs in their mid-age life and find a
solution for them.

SOME OTHERS TRAINING NEEDED THAT INCLUEDS:

 Employees are trained for overcome the Economic Crush
 The employees are trained to make strategies to sustain in the market and compete with the
other companies.

4. ORGANISATION CULTURE:

1. GREAT WORK PLACE

Assistant Manager (former Employee) – Pune, Maharashtra, India – October 11,2019
M&M is great work place in terms of work/balance life and compensation, it give the
opportunity to individual to learn and grow, in commercial vehicle segment company started
late so not leading any new technology.

--Here according to the employee, M&M has the potential to give the employees all the
facilities who work there. They also give the opportunity to each and every employee to
grow themselves and make themselves workable so properly.
2. GOOD FOR IDENTITY IN CORPORATE
Sales Executive (Former Employee) – Bhopal, Madhya Pradesh – October 23, 2019
Work pressure is higher and senior have no cooperate for new learning but company HR is
strong nobody can nonsense processor as well as and can’t use employee for personal work.
-- Here according to employee, M&M gives no cooperation to the new employees who are
new in the company and who are in training period. And no higher authority uses employees
for their personal work.

3. PRODUCTIVE WORKPLACE
Customer Care Manager (Current Employees) – Guwahati, Assam - October 21, 2019
Very good place to work, very competitive, very supportive boss, just the right place to show
our talent and think ability, I aspire to come back again in Mahindra.

--According to the employee here, he describes the work environment very

beautifully. Here he said that Mahindra & Mahindra is very productive place to work.
And the admin is also very supportive.

4. VERY GOOD COMPANY

Commercial Officer (Finance & Accounts, Admin) (Current Employees) – Ahmedabad, Gujarat –
October 17, 2019
Very good company and nice culture. Work life balance is very good. They concentrate
employee training. They consider employee as asset. They give salary rise initially very good.
Nice place to work.

--According to the review, Mahindra & Mahindra give a nice and balanced work life to the
employees. They value the employees. They give appraisals to the right candidate. And his
experience is very good in M&M.