INTRODUCTION

Mahindra & Mahindra Limited (BSE: 500520) is part of the Indian Industrial Conglomerate Mahindra Group based in Mumbai. The company was set up in 1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra and J.C. Mahindra along with Malik Ghulam Mohammed. After India gained independence and Pakistan was formed; Malik Ghulam Mohammed moved to Pakistan where he became the nation's first finance minister. Now, with the Mahindra brothers as the whole sole of the company, its name was changed to Mahindra & Mahindra in 1948.

Initially set up to manufacture general-purpose utility vehicles, Mahindra & Mahindra (M&M) was first known for assembly under license of the iconic Willys Jeep in India. M&M introduced Jeeps to India and in no time they established themselves as the Jeep manufacturers of India. The company later branched out into the manufacture of light commercial vehicles (LCVs) and agricultural tractors, rapidly growing from being a manufacturer of army vehicles and tractors to an automobile major with a growing global market presence. At present, M&M is the leader in the utility vehicle segment in India with its flagship UV Scorpio. It offers over 20 models including new generation multi-utility vehicles like the Scorpio and the Bolero. It formerly had a joint venture with Ford called Ford India Private Limited to build passenger cars. In recent times the company is engaged in spreading its reach beyond its traditional markets. They entered into the two-wheeler segment by taking over the Kinetic Motors in India. M&M also has controlling stake in REVA Electric Car Company. M&M has also been selected as the preferred bidder for the acquisition of South Korea's Ssang Yong Motor Company. Mahindra & Mahindra grew from being a maker of army vehicles to a major automobile and tractor manufacturer. It has acquired plants in China and the United Kingdom, and has three assembly plants in the USA. M&M has partnerships with international companies like Renault SA, France and International Truck and Engine Corporation, USA. M&M has a global presence and its products are exported to several countries. Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc., Mahindra South Africa and Mahindra (China) Tractor Co. Ltd. M&M is one of the leading tractor brands in the world. It is also the largest manufacturer of tractors in India with sustained market leadership of over 25 years. It designs, develops, manufactures and markets tractors as well as farm implements. Mahindra Tractors(China) Co. Ltd. manufactures tractors for the growing Chinese market and is a hub for tractor exports to the USA and other nations. M&M has a 100% subsidiary, Mahindra USA, which assembles products for the American market.

GROUP OVERVIEW Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $7.1 billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image.

VISION AND MISSION VISION: 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. We dont 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 Mahindra MISSION: To create India's largest automobile and automobile-related products distribution network by providing dealers and customers with the largest choice of unique world-class products and services.

BUSINESS STRATERGIES

Restructuring of the company.

For the group, organizational restructuring posed the greatest challenge keeping in mind the changing dynamics in the business especially the tractor and automotive division. In the last three years, the emphasis was development of the long term strategy and fixing clear business goals. E-business Initiatives Joint ventures. Foreign competition.

. MARKETING STRATERGIES USP ruggedness and performance. Products that redefined the market. Network of dealers, sales offices, service stations etc. Strong market base in the urban and semi-urban areas.

. CORPORATE SOCIAL RESPONSIBILITIES CSR has always been an integral part of M&M groups vision and the corner stone of our core value of good corporate citizenship Keshub Mahindra EDUCATION ENVIRONMENT INITIATIVES HEALTH & DISASTER RELIEF ART & CULTURE SPORTS NANHI KALI ESOPS

SWOT ANALYSIS Stength Over the years the company has emerged as one of the top players in the world in terms of number of tractors sold. This gives a clear indication that the company's market share is one of its biggest strengths. The company's ability to introduce new products in the market and to generate sales from those new products is a major strength. The reason being that this is very essential for any company, for its survival in the long run. The company has established its brand name in other countries of the world as well. This is evident from the 40% market share that it holds in the 30-40 HP tractors market in the US. 22. Weakness The company is highly dependent on the rural sector, and the rural sector in turn is highly dependent on the monsoons. As a result, if there happen to be bad monsoons (less of rains) for two consecutive years it could have an adverse impact on the demand of tractors for the company. Opportunities The government has been trying to strengthen the exports of agricultural products. As a result, the quality of agricultural products necessarily has to be very high. For this, they need better rural and agricultural infrastructure. This might result in an increase in demand for tractors.In India, the penetration of tractors is 10 tractors per 1000 hectares of cropped area, which is much below the world average of 19 tractors for the same. Thus there is scope for the demand to increase. 23. Threats The company has a history of having invested in unrelated diversifications such as telecom, holiday and resort inns, financial services, etc. which it has hived off as subsidiaries from time to time when these turned unmanageable. This is a cause for concern as such diversifications could divert the company's attention from its core business. It is a dangerous tendency as it leads to destruction of shareholders value. The entry of foreign players in the tractors segment could pose a threat to the company as these foreign players are technically more competitive than Mahindra & Mahindra.