A COMPARATIVE STUDY ON MAHINDRA &

TOYOTA

Abstract

Indian automobile sector is the largest in the globe and accounts for approximately 7% of India's
GDP. It includes three-wheelers, two-wheelers, commercial vehicles, and passenger vehicles. India
has the largest two-wheeler and the third-largest auto market for sales. Maruti Suzuki, Tata Motors,
Hyundai, Mahindra & Mahindra, Bajaj Auto, and Hero MotoCorp are the leaders. The industry is
governed by increasing demand, exports, and government policymaking initiatives such as the Faster
Adoption and Manufacturing of Electric Vehicles (FAME) scheme. The focus lies on the future, i.e.,
electric vehicles (EVs), sustainability, and high-technology implementation.

The auto sector globally ranks among the big drivers of economy growth and generates around 3%
of international GDP. The industry consists of passenger vehicles, commercial vehicles, and two-
wheelers, and huge markets prevail in China, the United States, Europe, and India. The key players
are Toyota, Volkswagen, Ford, General Motors, Honda, and Tesla. The sector is moving towards
electric vehicles (EVs), autonomous driving, and sustainability because of technology innovation,
green legislation, and evolving consumer trends. The future is founded on EV adoption, AI-based
automation, and intelligent mobility solutions.
 Introduction

About the company :

MAHINDRA –
Mahindra & Mahindra is an Indian automobile manufacturing firm
headquartered in Mumbai, Maharashtra. It was founded in 1945 as Mahindra &
Mohammed and subsequently renamed Mahindra & Mahindra. A subsidiary of
the Mahindra Group, M&M is among the largest vehicle producers by output in
India; the Mahindra Tractors subsidiary is the world's largest tractor maker by
volume.[3] It was listed as 17th on a ranking of India's best companies by the
Fortune India 500 in 2018.[4] Its key competitors in India's automotive sector
are Tata Motors and Maruti Suzuki India.[5] Dr. Anish Shah is the present CEO
and Managing Director of Mahindra & Mahindra

TOYOTA
Toyota Motor Corp (Toyota) is a manufacturing company of automobiles
which was founded in 1937 by kiichiro toyoda. The primary business of Toyota
is designing, manufacturing, assembling, and marketing passenger cars,
buses, minivans, trucks, specialty vehicles, recreational and sport-utility
vehicles, and allied parts and accessories. Toyota also engages in offering
financial services, automobile leasing services, telecommunications,
information technology, residential real estate services, maritime services, and
biotechnology, among many others. The firm sells its products and services
under the Toyota brand name and provides its services to numerous
customers in diverse industries, ranging from individual consumers to
corporations. The firm operates through a consolidated network of associates,
subsidiaries, and joint ventures. The firm is present in the Americas, Europe,
Africa, Asia Pacific, and the Middle East. Toyota has its head office in Toyota
City, Aichi, Japan.
Market position :

MAHINDRA –
Mahindra has been a strong player in the Indian automotive sector, especially in SUVs. In
September 2024, the firm reached a record of selling 51,062 units, an increase of 23.7% year
on year and for the first time breaking the 50,000 monthly sales threshold. This placed
Mahindra 39 units behind Hyundai, India's second-largest automaker.
Mahindra sold 41,424 units by December 2024, which is a year-on-year increase of 17.8%.
This steady performance is a testament to the strong presence of Mahindra in India.

Toyota -
Toyota commanded about 10.7% of the global car market in 2023 and was the top car brand
in terms of market share in the world.
Its dominance is also reflected in its value of 30.2 billion U.S. dollars, making it the second
most valuable car brand as of June 2024
Its financial performance indicates how dominant it is in the market. Toyota's net profit in the
first half of 2024 was 14.59 billion euros, and it was the world's most profitable automaker.
 Global reach :

MAHINDRA –
Mahindra has been rapidly expanding its global footprint. It has a powerful network in more
than 100 nations, backed by more than 60 manufacturing units and a talent pool of around
260,000 people.

Mahindra has a presence in more than 15 nations under the automobile segment with a range
of SUVs and pickup vans to its portfolio.
Notably, the company has established a significant presence in markets such as South Africa,
Australia, New Zealand, Morocco, and Chile, with well-established distribution networks in
these regions.Furthermore, Mahindra's tractor business extends to more than 40 countries,
supported by a network of over 1,000 dealers and a global fleet exceeding 1.75 million
tractors.
In short, Mahindra & Mahindra has entrenched itself as a top Indian automaker and continues
to expand its global presence through strategic effort and wide product range.
Mahindra & Mahindra has led the way in automotive technology with an emphasis on electric
mobility, cutting-edge vehicle technology, and artificial intelligence for the sake of delivering
greater safety and performance.

TOYOTA -
Toyota operations are split geographically across the Americas, Europe, Asia Pacific,
Africa, and the Middle East.
There are manufacturing facilities set up by the company in various countries, such as
Argentina, Brazil, Canada, France, Indonesia, South Africa, Thailand, the United Kingdom,
and the United States, among others.
In North America, Toyota Motor North America, which is based in Plano, Texas, has
operations in Canada, Mexico, and the United States. Toyota has big assembly plants in many
U.S. states, including Alabama, Kentucky, Indiana, Texas, West Virginia, and Mississippi.In
Europe, Toyota Motor Europe, based in Brussels, Belgium, has operations in the continent
and western Asia. The company has manufacturing plants in nations like the Czech Republic,
England, France, Poland, Portugal, Russia, and Turkey.
Even with hiccups like nine months of falling global output through October 2024, Toyota is
staying afloat. In October 2024, the automaker posted a 1.4% rise in global sales to 903,103
vehicles, a first five-month stretch since sales rose.
In short, Toyota Motor Corporation has a commanding global footprint and market position
backed by its large network of manufacturing facilities and solid finances.
 MARKETING STRATEGY

MAHINDRA :
Mahindra's marketing strategy focus on reliability, innovation,
and affordability. The company promote the vehicles by highlighting their toughness,
fuel efficiency, and advanced features. Mahindra uses TV ads, social media, and
sponsorships to connect with customers. The brand is known for strong after-sales
service and customer engagement programs. And , Mahindra offers attractive
financing options and discounts to make its vehicles more accessible. By
understanding customer needs and launching eco-friendly options like electric
vehicles, Mahindra continues to grow in the competitive automobile market.

TOYOTA :
Toyota's marketing strategy focus on quality, innovation, and
customer satisfaction. The company promote its vehicles by highlighting their
durability, fuel efficiency, and advanced technology. Toyota uses a traditional
advertising, digital marketing, and sponsorships to reach customers worldwide. It
also builds strong brand through great customer service and friendly initiatives like
hybrid and electric cars.
Toyota offers attractive financing options and discounts to make the cars more
affordable. By understanding customer needs and adapting to market trends, Toyota
stay ahead in the competitive automobile industry.
 SWOT ANALYSIS OF MAHINDRA & MAHINDRA

S - Strong brand, diverse product portfolio, global presence, and innovation in

electric technologies .

W - Dependence on the Indian market and fluctuating demand in the automotive

sector can impact growth and profitability .

T - Intense competition, economic downturns and regulatory changes pose

challenges to mahindra & mahindra’s market position and growth

O - Expansion into electric vehicles, international markets, and innovation in

smart farming solutions offer new avenues for growth
 SWOT ANALYSIS OF TOYOTA

S - 1) Toyota’s biggest strength is to indicate that the firm is capable of retaining

its reputation and good name as one of the top-notch auto manufactures in the world

2) The brand has one of the most extended global supply chains, which
enable market-based risk minimization and resilience .

W - 1) The weakness point of toyota is to possible inefficiencies within the

organisation
2) Toyota has its global hierarchical organization structure that stands as
impediment of regional operations maximum flexibility.

O - 1) Toyota’s opportunities are based on economic and technological trends

2) Toyota’s smart car, big data, A.I technology, and cloud are its assets
3) Toyota has large growing markets in developing countries that showcase
that it can further increase its revenue by penetrating the markets

T - 1) The threats of toyota are there its competitive landscape.

2) The company has quite a few competitors, making it challenging for toyota
to make strong feet in the automotive market .
 Research methodology

1. TYPE OF RESEARCH

This is exploratory research which is collected and analyzed by the

researcher in order to report research findings and find conclusion .

2. RESEARCH PURPOSE

The basic purpose of the research is to evaluate a comparison between an

domestic company and foreign company of the same industry

3. RESEARCH SCOPE

The scope of research extends to explores the comparison between mahindra

and toyota in market strategies , technology, supply chain and sustainability. It
analyzes their financial performance, branding, regulatory challenges, and
competitive positioning to assess strengths, weaknesses,and future growth
opportunities in the automotive industry .

4. SAMPLING TECHNIQUE

The sampling method used for this study is snowball sampling .

5. SAMPLE SIZE

The sample size of the research was 33 where responses were recorded
through google forms.

6. SOURCE OF DATA

For the research both, Primary source data as well as secondary source of
data has been used.

PRIMARY DATA :

The study is largely based on primary data which has been collected through
a structured questionnaire method .

QUESTIONNAIRE :
 A questionnaire is a research instrument consisting of a series of questions
for the purpose of gathering information from respondents .
SECONDARY DATA :

This type of data has already been collected elsewhere and has already
passed through the required statistical process.

This type of data has been collected from the following resources -

• Internet
• Websites

7. DATA COLLECTION

The collection of data of both types of data will be done through digital means
method where the responses will be recorded through google forms and
circulated to respective respondents .

8. DATA PRESENTATION

Appropriate statistical data presentation technique will be used for effective

presentation in the form of -

• Pie Chart

9. RESEARCH REPORT

Popular research format will be used for reporting research findings,

conclusion and suggestions thereof .
 Review Of Literature
1) (Rawani, 7, july 2022) The manufacturing industry has experienced significant
advancements in productivity due to the adoption of innovative tools and techniques,
including lean manufacturing. Among these, the frugal approach has emerged as a
promising strategy in product design and services, emphasizing the principle of "less
is more." This approach focuses on achieving efficiency and effectiveness while
utilizing minimal resources, indirectly contributing to productivity enhancement.

Frugal innovation plays a crucial role in addressing the challenges faced by

manufacturing industries. In the context of productivity improvements, this approach
enables industries to optimize manufacturing processes and operations through
cost-effective and sustainable solutions. Research highlights that the frugal approach
is gaining traction across various sectors, as it aligns with the need for competitive
existence and operational excellence.

2) A Study on Automobile Industry Growth in India and Its Impact on Air Pollution ( Yadav
& Sahay)

The study highlights that between 1947 and 1991, the average growth rate in India’s GDP
was 2.5 to 3%. This is why the downturn occurred .The policy of defense pursued by the
Government of India. The liberalization process, which began in 1991, much Industries
including the automobile industry started booming and India’s average growth rate jumped
Concentrations between 5 and 8%. Currently, India is the sixth largest producer of motor
vehicles with. Turnover of US$38.3 billion which is about 8% of India’s GDP. In terms of
employment, the industry employs 19 million people . The automobile industry is a major
contributor to the growth of the Indian economy but the growth. The number of cars also put
a lot of pressure on the environment resulting in air pollution. Air pollution It causes many
health problems such as: respiratory infections and cardiovascular diseases. layers particles
such as PM2.5 and levels of dangerous cancer-causing chemicals such as PM10, sulfur
dioxide (SO2) and nitrogen dioxide (NO2) has reached a critical point. There are secondary
issues related to automobile industry and emission levels in India .They are collected from
multiple sources and linear correlation technique is used to analyze the relationship vehicle
growth and air pollution. This paper is a survey of the growth of the automotive industry in
India and its impact in terms of air pollution.

3) A Study on Automobile Industry Growth in India and Its Impact on Air Pollution ( Yadav
& Sahay)

The study highlights that between 1947 and 1991, the average growth rate in India’s GDP
was 2.5 to 3%. This is why the downturn occurred .The policy of defense pursued by the
Government of India. The liberalization process, which began in 1991, much Industries
including the automobile industry started booming and India’s average growth rate jumped
Concentrations between 5 and 8%. Currently, India is the sixth largest producer of motor
vehicles with. Turnover of US$38.3 billion which is about 8% of India’s GDP. In terms of
employment, the industry employs 19 million people . The automobile industry is a major
contributor to the growth of the Indian economy but the growth. The number of cars also put
a lot of pressure on the environment resulting in air pollution. Air pollution It causes many
health problems such as: respiratory infections and cardiovascular diseases. layers particles
such as PM2.5 and levels of dangerous cancer-causing chemicals such as PM10, sulfur
dioxide (SO2) and nitrogen dioxide (NO2) has reached a critical point. There are secondary
issues related to automobile industry and emission levels in India .They are collected from
multiple sources and linear correlation technique is used to analyze the relationship vehicle
growth and air pollution. This paper is a survey of the growth of the automotive industry in
India and its impact in terms of air pollution.

4) HR Determinants of Organizational Success amongst Small and Medium Enterprisesin

the Indian Automobile Sector (Akhouri & Sharma, 2009)

This study highlights that small and medium enterprises (SMEs) have emerged in the
automotive industry in response to the growing offshore needs of the automotive sector. The
increase has been so great that researchers have remained inaccessible and the present study is
an attempt to address this knowledge gap. Objectives of the study The researcher developed
three scales (leadership engagement from leaders’ and subordinates’ perspectives, and
employee engagement). The study used two existing scales ie. cultural intelligence and positive
and negative emotions played a role. The results show that there are statistically significant
results on leadership, employee engagement, cultural intelligence and positive and negative
aspects of high-performing and low-performing SME employees.

5) HR Determinants of Organizational Success amongst Small and Medium Enterprisesin

the Indian Automobile Sector (Akhouri & Sharma, 2009)

This study highlights that small and medium enterprises (SMEs) have emerged in the
automotive industry in response to the growing offshore needs of the automotive sector. The
increase has been so great that researchers have remained inaccessible and the present study is
an attempt to address this knowledge gap. Objectives of the study The researcher developed
three scales (leadership engagement from leaders’ and subordinates’ perspectives, and
employee engagement). The study used two existing scales ie. cultural intelligence and positive
and negative emotions played a role. The results show that there are statistically significant
results on leadership, employee engagement, cultural intelligence and positive and negative
aspects of high-performing and low-performing SME employees.

6) AUTOMOBILE INDUSTRY IN INDIA: ITS TREND AND GROWTH

(N.CHANDRASEKAR & DR.V.R.PALANIVELU, 2018)

The automotive industry is one of the fastest growing industries in India. India
occupied the top 5 positions worldwide in automobile manufacturing in 2017. The
study examined trends and developments in 2017 Automobile industry in India.
Secondary data were collected from Reports of International Organization of Motor
Vehicle Manufacturers and Society of Indian Automobiles Report They are the ones
who do it. The study period is six years from 2012-13 to 2017-18. The researchers
used simple Percentage, mean, standard deviation, co-efficient of variation and
compound growth rate e.g Statistical tools. The survey revealed that the overall
automobile production in India has been. Time for study. They also found that two-
wheelers grew more than other types Vehicles during practice. Commercial vehicles
had lower growth rates than other types The car is. It was also observed that the
overall vehicle exports from India increased significantly during the study period.
 Objectives

1)- To identify key challenges faced by the automobile industry in India (e.g.,
infrastructure, cost competitiveness, policy frameworks) and contrast them with
those encountered internationally

2)- To analyze consumer preferences and demand patterns in India and foreign
markets, exploring the role of cultural, economic, and environmental factors.

3 )- To analyze labor market dynamics, including employment trends, skill

development, and wage structures in the automobile industry in India compared to
developed and emerging economies.
 Questionnaire
1) Gender*
Male
Female
Prefer not to say

2) Age
18-24
25-34
35-44
Above 45

3) Education*
10-th pass
12-th pass
graduate
post graduate

4) Occupation*
Student
Employee
Unemployed
Businessman

5) What is the most important factor in choosing an automobile brand?*

Price
Quality
Fuel efficiency
After-sale service
Design and aesthetics
Brand reputation
Safety features
Environmental impact
Other:

6)Where do you typically gather information before purchasing a car? (Select

all that apply)*
Dealerships
Online reveiws and forums
Social media
Word of mouth (friends / family)
TV ads
Magazines
Other:

7) Which vehicle categories dominate the Indian market ?*

Compact cars
SUVs
Two-wheelers
Commercial vehicles
8) What are the major challenges currently faced by the automobile industry in
India*
Infrastructure gaps
High production and operational costs
Policy and regulatory challenges
Technological advancements
Global competition
Consumer demand fluctuations

9) What are the most important factors influencing vehicle purchase decisions
in India?*
Price
Brand reputation
Fuel efficiency
Environmental impact
Safety features

10) Which brand is more popular among Indian consumers for durability and
affordability?*
Mahindra
Toyota

11) How do wages in India’s automobile industry compare globally?*

Higher than many countries
About the same as other countries
Much lower than most countries
Slightly lower than average

12) Which brand invests more in global advertising?*

Toyota
Mahindra
Both
Neither

13) Which brand is better positioned for future growth in developing markets?*
Mahindra
Toyota
Both
neither

14) What features would you suggest Mahindra should include to better
compete with Toyota in the Indian market?* [ open ended ]
 Data interpretation

· GENDER

gender distribution of 33 respondents to a survey.

Male (blue): 60.6% of the respondents identify as male.

Female (red): 39.4% of the respondents identify as female.

Prefer not to say (yellow): There are no respondents in this category (not
represented in the chart).

The majority of the respondents are male.

· AGE

age distribution of a particular population or audience.

72.7% (Blue): Majority of the group falls into the age range of 18-24 years.

15.2% (Red): A smaller portion belongs to the 25-34 age group.

9.1% (Orange): Even fewer are in the 35-44 age group.

9.1% (Green): Similarly, individuals aged Above 45 also make up 9.1% of the
population.
This chart indicates that the dominant age group is 18-24, while older groups are
less represented.

· EDUCATION

Representing the distribution of educational qualifications among a group of people.

10th Pass (Blue): 15.2%

12th Pass (Red): 45.5%

Graduate (Orange): 33.3%

Postgraduate (Green): 15.2%

· OCCUPATION

population based on employment status. Here’s the interpretation:

Students (Blue): Represent the largest group, making up 63.6% of the population.

Employees (Orange): Account for 18.2%

Unemployed (Red): Form 12.1% of the population.

Businessmen (Green): Constitute the smallest group, at 6.1%.

The chart highlights that students dominate the population, while businessmen make
up the smallest portion.

· WHAT IS THE MOST IMPORTANT FACTORS IN CHOOSING AN

AUTOMOBILE BRAND.

This pie chart presents the results of a survey regarding the most important factors in
choosing an automobile brand.

Quality (Red): Most respondents, 33.3%, consider quality the most important factor.

Design and aesthetics (Pink): 24.2% prioritize the design and aesthetics of the
automobile.

Price (Blue): 12.1% believe price is the most critical factor.

Brand reputation (Green): 9.1% focus on the reputation of the brand.

Safety features (Light Green): 9.1% value safety features highly.

Fuel efficiency (Yellow): 6.1% prioritize fuel efficiency.

After-sale service and Environmental impact: Both factors are not mentioned,
suggesting no respondents selected them as the top choice.

This chart highlights that quality and design the decision-making process.

· WHAT DO YOU TYPICALLY GATHER INFORMATION BEFORE

PURCHASING THE CAR.
Dealerships (Blue): 18.2% of respondents gather information from dealerships.

Online reviews and forums (Red): 30.3% rely on online reviews and forums.

Social media (Yellow): 36.4% use social media for gathering car information.

Word of mouth (friends/family) (Green): No visible data here, suggesting it may have
0%.

TV ads (Purple): Minimal response or possibly 0%.

Magazines (Cyan): No responses or insignificant percentage.

Apla bajula mitra hai n" (Pink): This phrase appears to be humorous or localized,
and no significant data is indicated.

The pie chart helps visualize the distribution of these responses among the 33
participants.

· WHICH VEHICLE CATEGORIES DOMINATE THE INDIA MARKET

Compact cars (Blue): 15.2% of respondents believe compact cars dominate the
market.

SUVs (Red): 39.4% of respondents identify SUVs as dominant.

Two-wheelers (Yellow): 39.4% of respondents also believe two-wheelers are

dominant, tying with SUVs.

Commercial vehicles (Green): The smallest portion, suggesting minimal impact or

negligible responses.
· WHAT ARE THE MAJOR CHALLENGES CURRENTLY FACED BY
AUTOMOBILE INDUSTRY IN INDIA.

likely asking about challenges or factors impacting a specific industry.

Infrastructure gaps (Blue): 12.1%

High production and operational costs (Orange): 39.4% (largest proportion)

Policy and regulatory challenges (Green): 18.2%

Technological advancements (Purple): 18.2%

Global competition (Cyan): 12.1%

Consumer demand fluctuations (Teal): Negligible or no visible percentage.

· WHAT ARE THE IMPORTANT FACTOR INFLUANCING VEHICLE

PURCHASING DECISION IN INDIA.

Price (Blue): 21.2%

Brand reputation (Orange): 51.5% (largest factor.

Fuel efficiency (Green): 9.1%

Environmental impact (Yellow): Minimal or negligible response

Safety features (Purple): 18.2%

Brand reputation is the most important factor, with over half of respondents
prioritizing it (51.5%).

Price follows as the second most significant factor at 21.2%.

Safety features also play an important role, with 18.2% of respondents highlighting it.

Fuel efficiency and environmental impact are comparatively less influential, with fuel
efficiency at 9.1% and environmental impact being negligible.

· WHICH BRAND IS MORE POPULAR AMONG INDIA CONSUMERS

FOR DURABILITY AND AFFORDABILITY.

Mahindra, Toyota, both brands, or neither The percentages are distributed in%

Mahindra (blue): 45.5%

Toyota (orange): 24.2%

Both (red): 24.2%

Neither (green): A small percentage, less than 10%.

This pie chart shows that the majority of respondents prefer Mahindra, with Toyota
and Both tied for the second-highest preference, and Neither being the least
selected.

· HOW DO WAGES IN INDIA’S AUTOMOBILE INDUSTRY

COMPARE GLOBALLY.
This pie chart represents a comparison of a particular metric between countries,
categorized into four levels

Much lower than most countries (blue): 18.2%

Slightly lower than average (orange): 27.3%

About the same as other countries (red): 30.3%

Higher than many countries (green): 24.2%

much lower than most countries (18.2%).

· WHICH BRAND INVEST MORE IN GLOBAL ADVERTISING

This pie chart shows preferences among Toyota, Mahindra, both, or neither.

Toyota (blue): 48.5%

Mahindra (red): 21.2%

Both (orange): 27.3%

Neither (green): A small percentage, likely less than 5%.

The chart indicates that Toyota is the most preferred choice (48.5%), followed by
Both (27.3%), then Mahindra (21.2%). A minimal proportion of respondents chose
"Neither." This reflects a clear dominance of Toyota among the surveyed options.

· WHICH BRAND IS BETTER POSITION FOR FUTURE GROWTH IN

DEVELOPING MARKETS.
This pie chart shows preferences among Mahindra, Toyota, both, or neither, with the
following breakdown:

Mahindra (blue): 24.2%

Toyota (red): 36.4%

Both (orange): 33.3%

Neither (green): A small percentage, likely less than 10%.

The chart indicates that Toyota is the most preferred choice (36.4%), closely
followed by Both (33.3%). Mahindra comes third (24.2%) and a small percentage of
respondents chose Neither.

·
 Conclusion

A comparison of Mahindra and Toyota reveals that Toyota excels on the global presence,
cutting-edge technology, and reliability fronts, while Mahindra rules the Indian market with
tough SUVs and robust commercial vehicle offerings. Toyota excels in hybrid and electric
technology, while Mahindra excels in affordability and toughness. Both enjoy loyal customer
bases, although Toyota is known for long-term reliability, while Mahindra excels in off-road
and utility vehicle spaces. Finally, Toyota is appropriate for high-quality global markets, and
Mahindra is appropriate for Indians with low-cost, high-performance cars.

References

1) (Rawani, 7, july 2022) APPLICATION OF FRUGAL APPROACH FOR

PRODUCTIVITY IMPROVEMENT - A CASE STUDY OF MAHINDRA AND
MAHINDRA LTD

2) A Study on Automobile Industry Growth in India and Its Impact on Air Pollution ( Yadav
& Sahay)

3) Employee's perspective towards organization culture in automobile industries in

Chennai (Dr Subhramanian & Renganathan, 2013)

4) The Role of Orgnizational Factors of Empowerment and Motivation in Enhancing

Employees’ Commitment in Indian Automotive Industry (Sharma & Bhati)

5) AUTOMOBILE INDUSTRY IN INDIA: ITS TREND AND GROWTH

(N.CHANDRASEKAR & DR.V.R.PALANIVELU, 2018)