PRESENTED BY

Tanveer Singh ROLL NO. 6401

INTRODUCTION
The tractor industry reported a strong 28.3% growth in sales

volumes during 2009-10, thereby ending the phase of cyclical correction that had pulled down tractor sales during the preceding two years (2007-09).
Tractor demand being closely linked to agricultural output,

growth in farm mechanization and farmers remuneration, the long-term demand drivers for the industry remain robust.
The currently low levels of tractor penetration in India, strong

Governmental focus on availability of finance for agriculture mechanization tools and on rural development, increase in the use of tractors for non-agricultural purposes, and the growing emphasis on tractor exports augur well for the industry.

COMPANY PROFILE
Punjab Tractors Limited (PTL) a joint sector company of the

Punjab Government, which went into commercial promotion in the early seventies, is a unique example of technological self reliance in a high technology area like the automotive sector in the country. It was promoted by Punjab State Industrial Development Corporation (PSIDC) in 1974 which was set up by Punjab Government for setting up new projects.

HISTORICAL BACKGROUND
The facility was initially created to manufacture 5000

nos., tractors and the capital cost at that time was Rs.321 lacs. The company's product line also includes Tractors, Combine Harvesters and Forklifts. The production capacity of tractors has increased to 60000 nos., from the level of 5000 nos.
PRODUCT LINES: Tractors- 9 models (25 HP to 72 HP) Harvester Combine Industrial Forklifts Automotive Castings Diesel Engines Automotive Seating's and Components

The current share holding pattern of PTL is as follows:

Mahindra Group Indian Financial Institutions & Banks 64.7% 22.5%

Public
Indian Mutual Funds Other FIIs

10%
1.8% 1%

Group Infrastructure

SWARAJ TRACTOR DIVISION SWARAJ FOUNDRY DIVISION SWARAJ COMBINE DIVISION SWARAJ ENGINES LTD. SWARAJ AUTOMOTIVES LTD. Tractor Portfolio

SWARAJ 722 Super SWARAJ 724 FE SWARAJ 733 FE SWARAJ 735 FE SWARAJ 744 FE SWARAJ 834 FE SWARAJ 855

OBJECTIVES OF COMPANY
Maintenance of good customer relationship in the

organization. Providing a comfortable working environment to our employees. Foster a climate of team building and high productivity. To develop employees skill through continuous training. To promote a better quality of life. Cost reduction and Cost Control. To work for community development of surrounding area. A very healthy and harmonious relation among all employees. Providing best and good quality tractors to customer. Effective communication at all levels.

SWOT ANALYSIS
STRENGTHS: Due to strong consumer preference and the potential for expansion, the industry in bound to record growth. Being a cash rich company, PTL should have no obstacle for further expansions. The management of PTL is very efficient and effective. The company mainly has medium horse power tractor in its product portfolio, which holds a good growth potential thereby leading to an increase in the market share. The company has an excellent distribution network along with established brand equity of the company can capitalized upon. Strong Research and development set up.

 WEAKNESSES:
The company has a weak presence in Central and eastern India

as compared to northern and West India. The company is addressing this problem by going in for capacity expansion and increasing dealer network. The company has not leveraged its brand and product varies in the exports market. Being agro-based product, companys fortune depends on the vagaries of the monsoon. Major market share in Punjab & Haryana could stagnate as the market mature.

 OPPORTUNITIES:
The Company will have the advantage to synergize with M

and M, Farm Equipment Sector in the areas of sourcing, manufacturing, product development and distribution. Increased agro-focus of the Indian Government. Largest second market of Gujarat and Madhya Pradesh with low cost economy tractors. Good brand name, product quality and cost advantage to increase exports in low value markets of Sri Lanka, Bangladesh and African countries.

 THREATS:
The entry of international and new domestic players would

intensify competition significantly. This could put pressure on the sale growth and the merging of the company. The contained increase in price of inputs relative to price of final product could effect badly. Number of technically superior new models likely to be launched in the market in the next two years. The evitable increase in petroleum prices including diesel, will naturally bring down the spirit of a prospective tractor purchasers.

BENCHMARKING
Benchmarking: continuous, systematic process of evaluating

and comparing the capability of one organization with others normally recognized as industry leaders, for insights for optimizing the organizations capabilities.
Performance analysis forms the basis for your current product

improvement which enables you to make better product tomorrow. Product benchmarking removes misconceptions, and lets us see the actual need for improvement. Product benchmarking is a process used in management and particularly product management, in which organizations evaluate various aspects of their product in relation to other similar products, usually within a peer group defined for the purposes of comparison.

PROCESS OF BENCHMARKING
Identify your product
Identify other industries that have similar products Identify organizations that are leaders in those

products Survey companies for measures and practices Visit the best product companies to identify leading edge Upgrade the products

PARAMETERS FOR BENCHMARKING

Power Take-Off
Cylinder Bore Stroke Drawbars pull Torque Specific Fuel Consumption (SFC)

BENCHMARKING OF COMPETITORS TOWARDS SWARAJ TRACTORS

Segment of less than 30 pto-hp:

Segment between 30-35 pto-hp:

Segment between 35-40 pto-hp:

Segment between 40-45 pto-hp:

Segment between 45-50 pto-hp:

Segment greater than 50 pto-hp:

RATIONALE OF STUDY
Sales channels touch potential customers at their most

vulnerable moment in the buying tractors -- the moment when they seek advice at the point-of-purchase.
Most have a good idea of what they need, but are uncertain of

which brand will provide it. Incidentally, tractor consumers provide the vital information.
Most customers seeking word-of-mouth advice follow it. If

customer is not satisfied with information provided by sales persons, quality fill the important void.

OBJECTIVES
To study the benchmarking of Mahindra & Mahindra Ltd.,

Swaraj Division with its competitors. To study the market strategy and promotion sales of Mahindra & Mahindra Ltd., Swaraj Division. To study the cost of maintenance and availability of spare parts about the Mahindra & Mahindra Ltd., Swaraj Division. To study the role of consumer and dealers attitude in the sale of tractors. To study the comparative analysis of all brands of tractors in relation to the price, quality. To study the complaints of the tractor and suggestions in regarding to that problems

DATA ANALYSIS

ABOUT TRACTOR: H.P

35 40 45 0 0 9

50
60

7
11
H.P
80 70 60 50 40 30 20 10 0 1 2 3 4 5 35 40 45 0 0 50 60 9 7 11

APPEARANCE
Heavy Light Attractive Modern Look Traditional
APPEARANCE

7 1 9 7 3

9 8 7 6 5 4 3 2 1 0

9 7 7 3 1 Heavy Light Attractive Modern Look Traditional

Tractor Color
Blue
Red Other
TRACTOR COLOR 30 25 20 15 10 5 1 0 Blue Red 0 Other 26

26
1 0

1.How much duration using PTL Swaraj?

0 To 2 year 1 to2 year Above 2 years 20 5 2

DURATION
20 18 16 14 12 10 8 6 4 2 0

20

5 2 0 To 2 year 1 to2 year Above 2 years

2.WARRANTY After how many days the mechanic of company checked the tractor?
30-45 45-60 60-75 75-90 After 90 Dont Check
25 20 15 10 5 5 0 0 30-45 45-60 0 60-75 0 75-90 0 After 90 Don"t Check 20

0 5 0 0 0 20

3.What is the cost of maintenance after every six months (in Rs.)?
500-1000 1000-1500 1500-2000 2000-2500 Above 2500
MAINTAINANCE

4 0 7 8 8

8 7 6 5 4 3 2

7 4 0
500-1000 1000-1500 1500-2000

1
0 2000-2500 Above 2500

4.What is the availability of Spare parts?

Very Easily 0

Easily
Moderate Difficulty Very Difficult

5
10 7 5

5.What is the cost of spare parts?

Very High High Moderate Low Very Low 0 2 14 11 0

6.Does a dealer provide timely service during warranty?

Yes Sometimes Yes Sometimes No Cant Say No
TIMELY SERVICE DURING WARRANT

27 0 0 0 0

30 25 20 15 10 5 0 Yes

27

0
Cant Say

0
No

Sometimes Yes Sometimes No

7.What is the dealers attitude, before sale?

Good Polite Friends Rude 3 4 20 0

Bad
DEALER'S ATTITUDE BEFORE SALE

20 18 16 14 12 10 8 6 4 2 0

20

3
Good

4 0
Polite Friends Rude

0
Bad

8.From where first time did you hear about PTL Swaraj?
Demo Relatives Friends Agent Sales Man 13 1 7 2 9

14 12 10 8 13 6 9 4 2 1 0 Demo Relatives Friends Agent Sales Man 7 2

9.From where you inspired to buy PTL Swaraj?

Demo Relatives Friends Agent Own 5 7 0 0 9

8
7 6 5 4 3 2 1 0 Demo Relatives 0 Friends 0 Agent Own 5 7 9

10.What is the Dealers attitude, after sale?

Good Polite Friends Rude Bad
DEALERS ATTITUDE AFTER SALE
20 18 16 14 12 10 8 6 4 2 0 Good Polite Friends

3 4 20 0 0

20

4 0
Rude

0
Bad

11.If you want to purchase one more tractor will you buy same co.?
Yes 15

Maybe
Cant Say No Never

0
1 9 2

16 14 12 10 8 6

15 9

4 2 0 Yes

0
Maybe

1
Cant Say No

2
Never

(A)If yes whats Reason?

Cost of Maintenance Performance Price Market Value Appearance 0 10 5 0 0

10 9 8 7 6 5 4 3 2 1 0

10

0
Cost of Maintenance Performance Price

0
Market Value

0
Appearance

(B)If No whats reason?

Cost of Maintenance Performance Price Market Value After Sale Service 7 2 7 5 7

12.If anybody wants to purchase new tractor will you motivate them?
Yes Maybe Cant Say No Never 15 0 1 9 2

16 14 12 10 8 6

15 9

4 2 0 Yes

0
Maybe

1
Cant Say No

2
Never

(A)If yes whats reason?

Cost of Maintenance Performance 0 10

Price Market Value

Appearance

5 0
0

10 9 8 7 6 5 4 3 2 1 0

10

0
Cost of Maintenance Performance Price

0
Market Value

0
Appearance

(B)If No whats Reason?

Cost of Maintenance Performance Price Market Value After Sale Service 7 3 5 4 8

13.What do you think about PTL Swaraj compare with your previous tractors?
Very Good Good Equal Less Good Bad 6 7 2 9 2

9 8 7 6 5 4 3 2 1 0 Very Good Good Equal Less Good Bad 2 2 6 7 9

14.If products up gradation are done, would you like to pay more for additional features?
Yes Cant Say No
16 14 12 10 8 6 4 2 0 Yes Cant Say No

5 7 15
15

7 5

15.Complaints in our Tractors?

Engine Clutch 4 5

Gear Box
Hydraulic Lift Brakes Others

8
10 8 4

16.Suggestions for your Tractors?

Engine Clutch Gear Box Hydraulic Lift Brakes 4 5 8 10 8

Others

17.Delivery of Tractor?
Delivery of Tractors
18 16 14 12 10 8
Advance 17 9 7

12 After payment of margin money

At the time of payment Delayed Delivery

6
4 2 0

7 0

Advance

After payment of At the time of Delayed Delivery margin money payment

18.Extra accessories, which add after purchase?

Weight Lights Music System Umbrella 0 2 20 21

Any Other
Extra Accessories
25 20 15 10 5 0 0 Weight 2 Lights Music System 0 Umbrella Any Other 20 21

CONCLUSION
Popularity of PTL SWARAJ is there among the consumers along with

other tractors like Mahindra, Escorts, Standard Combines Pvt. Ltd, Swaraj, New Holland, Indofarm and Farmtrac.
Many of the consumers are having PTL Swaraj but the ratio is less,

consumers are doing agriculture work, lifting and loading with the heal poof tractors and prefer to buy in spring season.
Most of the consumers buy the tractor through loan schemes and

also at discount rates with a good brand name, efficient after sales service, fuel efficient and with a long period warranty.

 Most of the users are satisfied, and somewhat are neutral and

describe PTL Swaraj as high quality, expensive, well built and good value for money.
New features that expected by most of the users are reasonable

price of the tractor, with the increase in the rates of fuel the tractor should have to be fuel efficient, its performance should be better with latest features and technology.
Most of the user are in favor that PTL Swaraj should appoint an

employee/consultant who get in touch with the farmers and users of the tractor, one who can explain the features and performances of PTL Swaraj.

SUGGESTIONS AND RECOMMENDATIONS

Along with the good looks company should have to take care of

fuel efficiency as the rates of fuels are increasing. Backup torque and ground clearance are the major areas where company has to work better to take care of consumers demand regarding tractor. Company should have to go for heavy discounts and free after sale service in the season when the sale of tractor is less. The main problem is with the spare parts of the tractors, company should have to take care of the availability of the spare parts of tractors in the market so that consumers do not face problem. Spare parts should be standardized.

 Tractor models shouldnt have to change frequently for the

improvised classification of the product. Time to time company is changing the products and making confusion in the minds of consumer. Lift Pump Pipe provided by the company manufacturers is too long and causing leakage problems time to time. Consumers have already mentioned these kind of problems to the sales persons and company officials but no step yet been taken. Heavy bearing system should be used in steering to make it lighter. Hydraulic problem of lift is being faced. Dry brakes when used for haulage purpose not work properly and make noise. Rear wheel bearings get muddy and as a result, seal leaks. Precautions have to be taken so that bearings should have to be covered and properly placed to avoid seal leakage.

LIMITATIONS
The size of the research may not be substantial. There was lack of time on the part of consumers. There may be some bias information provide by tractor users. As only a small area are surveyed or covered. It does not

represent the overall view of Tractor Market. It is very much possible that some of the tractor user may have given the incorrect information.

THANK YOU