CLICK HERE TO DOWNLOAD REPORT ON TATA MAGIC
TATA MAGIC Report Transcript
COMPANY OVERVIEW
The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?
Swift action followed this thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed & on October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling Jeeps from Willys, USA.
Two years later, India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan.
The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads?
Swift action followed this thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed & on October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling Jeeps from Willys, USA.
Two years later, India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra. Ghulam Mohammed migrated to Pakistan post-partition and became the first Finance Minister of Pakistan.
Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 6.3 billion dollars.
Mahindra & Mahindra made the first indigenous Jeep in the country in 1949. Their innovative spirit also showed during the days when the Company was the leading importer of steel in the country. J.C. & K.C. Mahindra had to persuade the Indian Government to buy French rails for the fledgling Indian Railways because they felt that the British specifications were obsolete and not the best suited. To convince government officials of the superiority of the French product, they laid down a short length of rail line with French rails and invited the government authorities for a ride. During the journey, chilled champagne was served in glasses filled to the brim. Legend has it that the train raced along, but not a single drop of champagne was spilled, so smooth were the French rails. Needless to say, they made their point.
Mahindra & Mahindra made the first indigenous Jeep in the country in 1949. Their innovative spirit also showed during the days when the Company was the leading importer of steel in the country. J.C. & K.C. Mahindra had to persuade the Indian Government to buy French rails for the fledgling Indian Railways because they felt that the British specifications were obsolete and not the best suited. To convince government officials of the superiority of the French product, they laid down a short length of rail line with French rails and invited the government authorities for a ride. During the journey, chilled champagne was served in glasses filled to the brim. Legend has it that the train raced along, but not a single drop of champagne was spilled, so smooth were the French rails. Needless to say, they made their point.
Automotive sector: - The Mahindra Group’s Automotive Sector is in the business of manufacturing and marketing utility vehicles and light commercial vehicles, including three-wheelers. It is the market leader in utility vehicles in India since inception, and currently accounts for about half of India’s market for utility vehicles.
Over the years, the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers, defense requirements and luxurious urban utility vehicles. In 2002, it launched the indigenously engineered world-class sports utility vehicle-Scorpio, which bridges the gap between style and adventure, luxury and ruggedness, and performance and economy.
The Automotive Sector continues to be a leader in the utility vehicle segment with a diverse portfolio that includes mass transport as well as new generation vehicles like Scorpio, Bolero and Xylo.
Mahindra has recently launched the Xylo, perhaps the most complete car with luxury comforts to enter the Indian market with everything that today’s sedans offer and much more. Available at 57 select Mahindra dealerships in January and another 44 dealerships from February, the XYLO price range starts at Rs. 6, 24,500.
Over the years, the Group has developed a large product portfolio catering to a diverse customer base spanning rural and semi-urban customers, defense requirements and luxurious urban utility vehicles. In 2002, it launched the indigenously engineered world-class sports utility vehicle-Scorpio, which bridges the gap between style and adventure, luxury and ruggedness, and performance and economy.
The Automotive Sector continues to be a leader in the utility vehicle segment with a diverse portfolio that includes mass transport as well as new generation vehicles like Scorpio, Bolero and Xylo.
Mahindra has recently launched the Xylo, perhaps the most complete car with luxury comforts to enter the Indian market with everything that today’s sedans offer and much more. Available at 57 select Mahindra dealerships in January and another 44 dealerships from February, the XYLO price range starts at Rs. 6, 24,500.
In February 2005, Mahindra & Mahindra and Renault decided to join forces to produce and commercialize the Logan in India.
The joint venture is a 51:49 partnership between Mahindra & Mahindra and Renault. The state-of-the-art Logan facility in Nasik offers a body shop, stamping shop, a paint shop with a top quality pre-treatment and an assembly line specific for the Logan.
PRODUCTS- LOGAN
Logan was launched in India in 2007 with the concept to challenge the “price Value” equation existing in the midsize car category. Soon it became one of the most successful car in the midsize category and now is synonymous to comfort and performance. The Logan drives in loads of refinement in comfort, style and technology. Built around the Renault’s famous Space Optimization Design, it redefines space and luxury. With the widest backseat, maximum legroom and 3 separate headrests, it makes sure even the third passenger enjoys the drive as much. Logan is one of the safest drives on the road. It’s geared to protect you with a honeycomb dashboard and the front unit that’s designed to resist even a head-on impact.
The joint venture is a 51:49 partnership between Mahindra & Mahindra and Renault. The state-of-the-art Logan facility in Nasik offers a body shop, stamping shop, a paint shop with a top quality pre-treatment and an assembly line specific for the Logan.
PRODUCTS- LOGAN
Logan was launched in India in 2007 with the concept to challenge the “price Value” equation existing in the midsize car category. Soon it became one of the most successful car in the midsize category and now is synonymous to comfort and performance. The Logan drives in loads of refinement in comfort, style and technology. Built around the Renault’s famous Space Optimization Design, it redefines space and luxury. With the widest backseat, maximum legroom and 3 separate headrests, it makes sure even the third passenger enjoys the drive as much. Logan is one of the safest drives on the road. It’s geared to protect you with a honeycomb dashboard and the front unit that’s designed to resist even a head-on impact.
Mahindra & Mahindra’s foray into the three wheeler segment with Alpha and Champion has also made it a leader in its category.
Presenting India's first compact truck GIO. A truck that’s built to save for you. It gives an unmatched mileage of 27 kmpl and scores really low on maintenance. Its 0.5 ton, compact truck box ensures maximum space is utilized in intra city operations.
All this, and a range of other features, comes at a price for which you won’t have to spend your life’s entire savings.
Mahindra Navistar Automotives Ltd. (MNAL), a joint venture between Mahindra & Mahindra Limited and International Truck and Engine Corporation, will manufacture trucks and buses for India and export markets. It will also provide component sourcing and engineering services to International Truck and Engine Corporation.
Mahindra Navistar (MNEPL) a second joint venture agreement with Mahindra & Mahindra, Ltd. focuses on producing diesel engines for Medium and heavy Commercial vehicles in India. Beginning in 2009, MNEPL’s advanced diesel engines will power the full line of trucks and buses produced by MNAL.
CORE VALUES
Our core values are influenced by our past, tempered by our present and are designed to shape our future. They are an amalgam of what we have been, what we are and what we want to be.
These values are the compass that will guide our actions, both personal and corporate. They are:
• Good corporate citizenship: As in the past, we will continue to seek long term success that is in alignment with our country's needs. We will do this without compromising on ethical business standards.
• Professionalism: We have always sought the best people and given them the freedom and the opportunity to grow. We will continue to do so. We will support innovation and well-reasoned risk-taking, but will demand performance.
• Customer first: We exist and prosper only because of our customers. We will respond to their changing needs and expectations speedily, courteously and effectively.
• Quality focus: Quality is the key to delivering value for money to our customers. We will make quality a driving value in our work, in our products and in our interactions with others. We will do it "first time right".
• Dignity of the individual: We value individual dignity, uphold the right to express disagreement and respect the time and efforts of others. Through our actions, we nurture fairness, trust and transparency.
Vision & Mission
M&M AS defined its vision statement during the year 2001 as – “Be a globally recognized player in MUVs and LCVs by the year 2006”.
In 2004 with a view to maintain dominance and growth in the automotive industry, the vision statement was revisited and a Promise statement was developed.
Presenting India's first compact truck GIO. A truck that’s built to save for you. It gives an unmatched mileage of 27 kmpl and scores really low on maintenance. Its 0.5 ton, compact truck box ensures maximum space is utilized in intra city operations.
All this, and a range of other features, comes at a price for which you won’t have to spend your life’s entire savings.
Mahindra Navistar Automotives Ltd. (MNAL), a joint venture between Mahindra & Mahindra Limited and International Truck and Engine Corporation, will manufacture trucks and buses for India and export markets. It will also provide component sourcing and engineering services to International Truck and Engine Corporation.
Mahindra Navistar (MNEPL) a second joint venture agreement with Mahindra & Mahindra, Ltd. focuses on producing diesel engines for Medium and heavy Commercial vehicles in India. Beginning in 2009, MNEPL’s advanced diesel engines will power the full line of trucks and buses produced by MNAL.
CORE VALUES
Our core values are influenced by our past, tempered by our present and are designed to shape our future. They are an amalgam of what we have been, what we are and what we want to be.
These values are the compass that will guide our actions, both personal and corporate. They are:
• Good corporate citizenship: As in the past, we will continue to seek long term success that is in alignment with our country's needs. We will do this without compromising on ethical business standards.
• Professionalism: We have always sought the best people and given them the freedom and the opportunity to grow. We will continue to do so. We will support innovation and well-reasoned risk-taking, but will demand performance.
• Customer first: We exist and prosper only because of our customers. We will respond to their changing needs and expectations speedily, courteously and effectively.
• Quality focus: Quality is the key to delivering value for money to our customers. We will make quality a driving value in our work, in our products and in our interactions with others. We will do it "first time right".
• Dignity of the individual: We value individual dignity, uphold the right to express disagreement and respect the time and efforts of others. Through our actions, we nurture fairness, trust and transparency.
Vision & Mission
M&M AS defined its vision statement during the year 2001 as – “Be a globally recognized player in MUVs and LCVs by the year 2006”.
In 2004 with a view to maintain dominance and growth in the automotive industry, the vision statement was revisited and a Promise statement was developed.
This Promise Statement was redesigned in April 2007 as ‘Promise 2010’. This has been split into actionable goals in Sales, Customer satisfaction, Global presence and Quality described by DFMEA: Defect Free, First Time Right, Material Cost Reduction, e-Enabled Demand Chain and Achieve QCD on projects.
The long term aspiration is ‘Achieving 1 million vehicles by 2015’ medium and short term goals.
The short term (2013) and Long term (2015) goals are being reworked out and will be declared by Mar 2010.
The long term aspiration is ‘Achieving 1 million vehicles by 2015’ medium and short term goals.
The short term (2013) and Long term (2015) goals are being reworked out and will be declared by Mar 2010.
PROMISE 2010
• We will be among the Top 3 in JD power customer surveys in India
• We will continue our dominance in our core UV business while becoming a full range player in the domestic market
• We will quadruple our overseas volume and double our domestic volume
• We will innovatively create four new sustainable platforms and launch ten new products
• We will continue to achieve double digit OPM through superior business performance
• We will continue to achieve double digit OPM through superior business performance. We shall ingeniously surpass our customer’s latent desires by unleashing the passion of our people.
ABOUT TATA MAGIC
INTRODUCTION
In the segment of passenger transportation, Tata Motors has launched a revolutionary new design –The Tata Magic (Har Safar mein kahani hai) in July 2007.Magic has been developed on the platform of the Ace that brings to urban and rural areas a four wheeler public transportation mode.
Whether it is a hub town or a village, the Magic can very well ferry passengers with ease and comfort. The rigid front axle of this vehicle has specifically been designed keeping in mind the Indian conditions. It can very well and safely navigate through the narrow countryside streets or roads where it seems difficult for other vehicles to do so.
The Magic ensures high fuel efficiency, longer life, and less downtime. It has an engine of 700 cc, which can deliver a power of 16 hp @ 3200 rpm and a torque of 38nm @ 2000 rpm. It meets BS-II and BS-III standards, which makes it an eco-friendly vehicle. It offers a flexible seating capacity of 4-7 passengers with adequate legroom. Powered by a 16 bhp (12 kW), 700 cc water-cooled diesel
The 12-inch tyres provide higher ground clearance, and the rigid front axle is designed to handle tough roads. The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the byla nes and traffic of India's crowded cities. The Magic has a clearly visible instrument cluster, utility tray and a digital clock in the dashboard and also a provision for fitting a radio.
The Magic meets BS-III emission norms and has been developed for use in any market — be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month warranty.
Launch and reaction Tata motors launched Magic in June 2007 for just above 2 lakhs .the new vehicle was a big hit selling 100000 in just 20 months .As of may 2010 magic sold 250000 in just 3 years which created history in commercial vehicles .currently Magic is offered in 3 color white, yallow, and blue .Tata is building a new factory that will be able to turn out 250,000 a year starting this month.
New segment
Tata Magic has created a new mini segment in India. Priced between 3.35 to 3.45 lakhs INR, the company aims to convert three wheeler users to 4 wheelers One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tones) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released MAGIC.
Manufacturing Location
The Magic is now produced at the in Pantnagar ,Uttarakhand although it was initially manufactured at Pune.
KEY FACTOR OF SUCCES
One of key factor for success this product is that government policy in India not to allow HMVs (that are categorized by vehicles weighting above 3 tones) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released MAGIC. Which is meets BS-II and BS-III standards, which makes it an eco-friendly vehicle’s and under 1tone payload.
And customer was not having any other option at replacement time.
DATA COLLACTION
Data was collected in the form of personal interview .This method was selected as it was the fastest way to collect data .Thus the primary data was collected through surveys .whereas the source of secondary data was various website.
SURVEY AREA
Since focus was only those who is owner of TATA MAGIC or who is driver. Survey area would be near tata magic stand
1. BHOPAL
2. INDORE
• We will be among the Top 3 in JD power customer surveys in India
• We will continue our dominance in our core UV business while becoming a full range player in the domestic market
• We will quadruple our overseas volume and double our domestic volume
• We will innovatively create four new sustainable platforms and launch ten new products
• We will continue to achieve double digit OPM through superior business performance
• We will continue to achieve double digit OPM through superior business performance. We shall ingeniously surpass our customer’s latent desires by unleashing the passion of our people.
ABOUT TATA MAGIC
INTRODUCTION
In the segment of passenger transportation, Tata Motors has launched a revolutionary new design –The Tata Magic (Har Safar mein kahani hai) in July 2007.Magic has been developed on the platform of the Ace that brings to urban and rural areas a four wheeler public transportation mode.
Whether it is a hub town or a village, the Magic can very well ferry passengers with ease and comfort. The rigid front axle of this vehicle has specifically been designed keeping in mind the Indian conditions. It can very well and safely navigate through the narrow countryside streets or roads where it seems difficult for other vehicles to do so.
The Magic ensures high fuel efficiency, longer life, and less downtime. It has an engine of 700 cc, which can deliver a power of 16 hp @ 3200 rpm and a torque of 38nm @ 2000 rpm. It meets BS-II and BS-III standards, which makes it an eco-friendly vehicle. It offers a flexible seating capacity of 4-7 passengers with adequate legroom. Powered by a 16 bhp (12 kW), 700 cc water-cooled diesel
The 12-inch tyres provide higher ground clearance, and the rigid front axle is designed to handle tough roads. The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the byla nes and traffic of India's crowded cities. The Magic has a clearly visible instrument cluster, utility tray and a digital clock in the dashboard and also a provision for fitting a radio.
The Magic meets BS-III emission norms and has been developed for use in any market — be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month warranty.
Launch and reaction Tata motors launched Magic in June 2007 for just above 2 lakhs .the new vehicle was a big hit selling 100000 in just 20 months .As of may 2010 magic sold 250000 in just 3 years which created history in commercial vehicles .currently Magic is offered in 3 color white, yallow, and blue .Tata is building a new factory that will be able to turn out 250,000 a year starting this month.
New segment
Tata Magic has created a new mini segment in India. Priced between 3.35 to 3.45 lakhs INR, the company aims to convert three wheeler users to 4 wheelers One of the idea that has made the launch of this vehicle might be that the government policy in India not to allow HMVs (that are categorized by vehicles weighing above 3 tones) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released MAGIC.
Manufacturing Location
The Magic is now produced at the in Pantnagar ,Uttarakhand although it was initially manufactured at Pune.
KEY FACTOR OF SUCCES
One of key factor for success this product is that government policy in India not to allow HMVs (that are categorized by vehicles weighting above 3 tones) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has found the gap in the market and released MAGIC. Which is meets BS-II and BS-III standards, which makes it an eco-friendly vehicle’s and under 1tone payload.
And customer was not having any other option at replacement time.
DATA COLLACTION
Data was collected in the form of personal interview .This method was selected as it was the fastest way to collect data .Thus the primary data was collected through surveys .whereas the source of secondary data was various website.
SURVEY AREA
Since focus was only those who is owner of TATA MAGIC or who is driver. Survey area would be near tata magic stand
1. BHOPAL
2. INDORE
DATA PROCESSING AND DATA ANALYSIS
The statistical which will be used is are following
a) Graph and frequencies
b) Any other tool based on the type of data collection
c) The Questionnaire consisted both open ended and close ended question
The statistical which will be used is are following
a) Graph and frequencies
b) Any other tool based on the type of data collection
c) The Questionnaire consisted both open ended and close ended question
Posts
0 comments