mm ii project

8/12/2019 MM II Project

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MAHINDRA TWO WHEELER

Table of Contents

Part I: Executive Summary

History C!rr"#t St$t!s

Pro%r"ss To D$t"

Part II: Situational Analysis

E&isti#% C!sto'"rs

I#(!stry S!''$ry

)!t!r" S*"#$rios

E#+iro#'"#t$, I#-!"#*"s

Pro(!*t . S"r+i*" D"s*ri/tio#

Part III: Competition Assessment

Co'/"titi+" A#$,ysis

SWOT A#$,ysis

Part IV: Marketing Mix Strategies

Distri0!tio# Str$t"%i"s

Pro'otio#$, C$'/$i%# o02"*ti+"s3 $*ti+iti"s $#( r"s!,ts 4i5

$+$i,$0,"6

Part VI: verall Evaluation ! Conclusion

Part VII: Appen"ix an" Appen"ices

#uestionnaire

$eferences

2


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Part I:Executive Summary

M$7i#(r$ "'0$r8"( o# its 2o!r#"y i# 19:; 0y $ss"'0,i#% t7" Wi,,ys J""/ i#

I#(i$ $#( is #o< $ US =>?1 0i,,io# I#(i$# '!,ti#$tio#$,? It "'/,oys o+"r

13@@3@@@ /"o/," $*ross t7" %,o0" $#( "#2oys $ ,"$("rs7i/ /ositio# i# !ti,ity

+"7i*,"s3 tr$*tors $#( i#5or'$tio# t"*7#o,o%y3


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Part II: Situational Analysis

Economic Environment

Tr$(itio#$,,y3 t7" ("'$#( 5or t


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Tec%nical Environment

T7" t


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T7" t7r"$t to 'otor*y*," s$,"s is /r"s"#t"( 0y $ ris" i# t7" s$,"s o5s*oot"rs $t @ 4YoY6? T7is %ro


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&etails of t'o('%eeler motorcycle )rms 'it%in pricerange of *+,+++ an" -+,+++ rupees:

S!!8i

S,i#%s7

ot :19

Vi0%yor H!#t"r :1;@@

Y$'$7$ YBR :1>@@

TVS Ji+" :;

S!!8i H$y$t" :

H"ro

Moto*or/

P$ssio#

PRO :@@@

H"ro

Moto*or/

S/,"#(

or ::@@@

B$2$2 Bo&"r :;:@

B$2$2

Dis*o+

"r :;;@1

B$2$2

A+"#%"

r :;9:

H"ro

Moto*or/

P$ssio#

PRO :@@

Ho#($

Dr"$'

Y!%$ :>@;

Ho#($

CB

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TVS

P7o"#i

& :999@

T7" $0o+" t$0," s7o


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Co'/"titi+" A#$,ysis

Ri+$,ry $'o#% *o'/"titors i# t7" 'otor*y*," i#(!stry is r",$ti+",y i#t"#s"?

W7i," "$*7 '$2or *o'/"titor 7$s its o;@

A((itio#$,,y3 t7" s7""r #!'0"r o5 *o'/"titors i# t7" '$r8"t i# $((itio# t7"

'$i# +" *r"$t"s $# $0!#($#*" o5 /!r*7$si#% o/tio#s 5or t7" *o#s!'"r

$#( *$!s" 7"$+y *o'/"titio#?

9


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Strong an" resilient t'o

'%eeler market1

$ising exports of t'o

'%eelers1

5avorable "emograp%y1

Tapping emerging markets

across t%e 'orl" an" buil"ing

a global bran"1

6aunc% of ne' mo"els by

existing companies at t%e

entry level1

$ising sales of scooters

implying a s%ift in consumer

preference1

3overnment policies for t%e

automobile sector across t%e

'orl"

Porter7s 5ive 5orces Mo"el

T%reat of 8e' Entry

T7" '$t!rity3 ,$r%" #!'0"r o5 *o'/"titors3 $#( 7i%7 *$/it$, r"F!ir"'"#ts

#""("( to "#t"r t7" 'otor*y*," i#(!stry '$8" it $ 5$ir,y !#$ttr$*ti+"i#(!stry 5or #"< *o'/"titors to "#t"r?

As $ '$t!r" i#(!stry3 *!rr"#t *o'/"titors "#2oy t7" 0"#"ts r"s!,ti#%

5ro' "*o#o'i"s o5 s*$,"? Est$0,is7"( 'otor*y*," /ro(!*"rs 7$+" t7"

,!&!ry o5 ,o


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t7"ir o


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T7" i#tro(!*tio# o5 !#("rsi"( *$rs3


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Conclusion

T7" t


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#uestionnaire

!"stio#s

1? Do yo! o


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&EM3$AP2IC &ETAI6S

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:? O**!/$tio#

;? E(!*$tio#$, F!$,i*$tio#

1? Do yo! o


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S*oot"r

:? W7$t is yo!r 0!(%"t

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;? Yo! ? W7$t is t7" "#%i#" (is/,$*"'"#t 4**6 yo! $r" ,oo8i#% 5or

B",o< 1@@**

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Cost

P"r5or'$#*"

D"si%#

Stor$%" s/$*"

1? W7$t (o yo! /r"5"r 'ost

Cost

T$#8 *$/$*ity

D"si%#

M$i#t"#$#*"

&EM3$AP2IC &ETAI6S

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1;

:@

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1? Ho!s"7o,( i#*o'" /"r y"$r

L"ss t7$# ,$87

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,$87s ; ,$87s

; ,$87s 1@ ,$87s

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Post %r$(!$t" $#( $0o+"

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