Synopsis of Summer Project

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SYNOPSIS OF SUMMER PROJECT

Work Title:

Transformation of “Mahindra & Mahindra” from Farm making equipment to Sports utility vehicle manufacturing Company.

Key Questions:

To know the various factors behind the success story of Mahindra & Mahindra in Farm making equipment as well as Sports utility vehicle (e.g. Scorpio).

Aim:

To know the marketing strategies implemented by “Mahindra & Mahindra” behind its successful transformation from Farm making equipment to Sports utility vehicle (e.g. Scorpio).

Objective:

• To know how the successful transformation occurred in “Mahindra & Mahindra”.

• To know how they become one of the market leader in sports utility vehicle.

• To do various marketing strategy analysis in order to get a clear view about the success of Scorpio – a sports utility vehicle & also competitor analysis with TATA Motors.

Purpose & Scope of the study:

In present automobile market “Mahindra & Mahindra” has become one of the market leader but since there are many players like TATA Motors. The project is aim towards analyzing the marketing strategy of “Mahindra & Mahindra” behind its success and also finds out weak areas where the development is essential to compete with the competitors.

Research Methodology:

The project report is made by SWOT Analysis, PEST Analysis, Porters five forces model, Competitor Analysis, FAB Analysis.

Sources of Data:

The project activity requires both primary and secondary data.

• Primary data collection: Interviewing the various users of Scorpio and farm equipments of “Mahindra & Mahindra” and also users of TATA Motors.

• Secondary data collection: Further the study also depends upon secondary sources like journals, magazines, internet etc.

Tools or, methods to be used for data analysis:

• PEST ANALYSIS

• SWOT ANALYSIS

• PORTERS FIVE FORCES MODEL

• COMPETITOR ANALYSIS

• FAB ANALYSIS...
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