3. Introduction (A Timeline)
Established on October 2, 1945. Following Indian independence in 1947, charted a course of
product expansion and globalization.
In 1962, formed a joint venture with International Harvester. Gained engineering, tooling and
manufacturing know-how from this relationship, developed its first tractor, the B-275.
Today - the third largest tractor manufacturer in the world, placed ahead of John Deere &
Kubota.
The largest tractor manufacturing company in India by its volume.
27th June, 2014 - declared the Second Great Place to Work in manufacturing & production as
well as the employer brand category
Received an overall rank of 28 among the Top 100 Great Places to Work across 600 organizations
spanning over 20 industries in the same year.
4. Products and Services offered by
Mahindra
Crop Harvesting Solutions
Rice Transplanter and farming Solutions
Power tiller and sugarcane farming solutions
Tractors (Feng Shou, Huanghai Jinma, Swaraj, Arjun,
Bhoomiputra, Sarpanch, Shaan, Yuvraj)
Rural Housing financial Services
5. Samriddhi
Samriddhi Centers –
educate Indian farmers about technological inputs and contemporary solutions to
farming issues.
organizes and delivers a comprehensive range of agri-related information,
equipment, and services all under one roof.
provide insurance products,
sell and maintain tractors and implements,
run productivity demo farms and soil and irrigation water testing facilities.
also deliver knowledge updates on the weather, crops, eradication of pests and
diseases, and mandi (agricultural markets) locations and prices.
155 Samriddhi Centers are spread across farming areas throughout
India.
6. Unique Selling Proposition
Professionalism: Always sought the best people for the job and given them the freedom
and the opportunity to grow. Support innovation and well-reasoned risk taking, but will
demand performance.
Good corporate citizenship: Trying to fulfil the needs of the countries they serve. They are
not ready to compromise on ethical business standards.
Customer first: They keep up with the ever changing needs of the customer.
Quality focus: Quality is the key to delivering value for money to customers. Quality is a
driving value in our work, in our products and in our interactions with others.
Dignity of the individual: They value individual dignity, uphold the right to express
disagreement and respect the time and efforts of others. Through their actions, they
nurture fairness, trust, and transparency.
7. Structure of the Organisation
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8. Corporate Social Responsibility (CSR)
Education: By bringing quality education to more people to build a more tolerant, healthy, just,
and connected society.
Environment: Incorporated environmental responsibility, from the zero water waste automobile
factory at Chakan to the LEED-certified Mahindra Lifespaces residences.
Health: Organizing workshops on HIV/AIDS, dental care, and hygiene and run medical camps
providing free care. The disaster relief response to the 2008 Bihar floods touched 10,000 lives.
Culture: Help support India’s long heritage of performing and fine arts through film festivals and
awards, cultural festivals, and theatre awards.
Foundations: Creating outreach programs that draw from its core competencies and partner
with NGOs to support key initiatives. Efforts are broadly organized around education, health, and
the environment. In all the partnerships, it seeks partnerships with the people it serves and the
other stakeholders who contribute to solutions, from local governments to NGOs.
10. Introduction to TAFE
Started in 1960 in Chennai
TAFE is a part of the Amalgamations Group based at
Chennai, one of India's largest light engineering groups,
Its partnership with AGCO Corporation and the Massey
Ferguson brand for 53 years supports its three tractor
brands of Massey Ferguson, TAFE and Eicher.
Exports tractors in partnership with AGCO and
independently in over 75 countries including developed
countries in Europe and the Americas.
11. TAFE and Eicher
In 1949, their manufacture of the first farm tractor with an
engine with air cooling allowed Eicher to rank among
the most important manufacturers of tractors.
In 1959, Eicher set up the Eicher Tractor Corporation of
India Private Ltd., along with the Goodearth Company
of New Delhi, India, and began production in 1960 of
Indian-built Eicher tractors.
At present, It is one of the leading manufacturers of
commercial vehicle. It has manufacturing facilities
located in Madhya Pradesh, Tamil Nadu, Maharashtra,
and Haryana.
In December 1987, Eicher tractors went public and was
sold in June 2005 to TAFE.
12. Products and services offered by TAFE
Tractors (Massey Fergusson, TAFE and Eicher)
Engineering plastics
Hydraulic pumps
Implements, harvesters
Car franchisee dealership
Southern Tea plantations business
Additional services such as product training, service support and
parts support.
13. Unique Selling Proposition
Their products are widely recognized for durability, fuel economy,
productivity, ergonomics, safety and easy manoeuvrability.
Fully Networked CAD/ CAE Environment
Virtual Design Development Process
Accelerated Testing setup for various aggregates
Field Load Data Acquisition System
Strain measurement, vibration and noise measurement system
Quality Focus
14. Structure of the Organisation
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15. Corporate Social Responsibility (CSR)
Has worked towards impacting society through partnering development
efforts.
Involved in the areas of education and health care through the
Amalgamations group charities.
Directly involved in this area through partnering with other. TAFE has
adopted two villages. All of its plants are covered with greenery and trees.
Green Seal: Products are engineered to meet emission standards prevalent
in the concerned market. TAFE is certified under ISO 14001 for its
environment management systems and all its plants have in house sewage
and emission treatment plants.
Outreach: TAFE partners with institutions offering treatment, support and
care to people suffering from terminal illnesses such as cancer.
J Rehab Centre: One of the key elements of TAFE’s CSR strategy is the
rehabilitation of the differently abled.
16. Comparison
It is number one in the tractor market in India.
According to Forbes, Mahindra has more than
50% share in market
It is worldwide across six continents: Mahindra
China, Mahindra America, Mahindra Australia
Mahindra Tractors are higher in cost.
Mahindra Tractors are though expensive but are
efficient in long run.
Mahindra provide more variety in tractors to
customers: Arjun Novo, Swaraj, Bhoomiputra,
Feng Shou, Sarpanch, Yuvraj etc.
Mahindra provides facilities and services to
customers- Loans, Education etc.
Mahindra concentrates more on rural areas.
After Mahindra it is TAFE which is number two in the
market.
According to Forbes, TAFE has more 25% of share in
market.
It is also in other countries but scope is not wide as
Mahindra.
TAFE Tractors are more cost friendly.
In long run these tractors are not as efficient as
Mahindra.
TAFE provides only three brands: Eicher, Massy
Fergusson, TAFE.
It provides other facilities like they train farmers and
take feedbacks.
TAFE alongwith rural also concentrates in car
facilities.
Mahindra TAFE
