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A

GROUP PROJECT REPORT

ON

COMPETITOR ANALYSIS OF VARIOUS SUVs

SUBMITTED TO

SCHOOL OF MANAGEMENT

SRM UNIVERSITY

UNDER THE GUIDANCE OF

Ms. Priya Krishnan

(Lecturer)

SUBMITTED BY

MRINAL DEO (35107176)

ABHIJEET SINHA (35107002)

RAJ SHEKHAR (35107234)

(BATCH 2007-09)


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Acknowledgements

We express our sincere thanks to Ms. Priya Krishnan, our mini project guide to

have given us the opportunity to work on such a challenging project. We also

would like to thank all the owners of SUV for their feedback and response,

without which it would not have been possible to accomplish the project

successfully. Their timely directions & advice at every stage of the project has

facilitated in bringing the project in the present form.


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PREFACE

Competitor analysis in marketing and strategic management is an assessment

of the strengths and weaknesses of current and potential competitors. This

analysis provides both an offensive and defensive strategic context through

which to identify opportunities and threats. Competitor profiling coalesces all of

the relevant sources of competitor analysis into one framework in the support of

efficient and effective strategy formulation, implementation, monitoring and

adjustment.

Given that competitor analysis is an essential component of corporate strategy,

Porter (1980, 1998) argued that most firms do not conduct this type of analysis

systematically enough. Instead, many enterprises operate on what he callsinformal impressions, conjectures, and intuition gained through the titbits of

information about competitors every manager continually receives. As a result,

traditional environmental scanning places many firms at risk of dangerous

competitive blind spots due to a lack of robust competitor analysis.


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St ra t e gy - c om pe t i t o r ana l y s i s

Competitor Analysis is an important part of the strategic planning process. This

revision note outlines the main role of, and steps in, competitor analysis

Why bother to analyze competitors?

Some businesses think it is best to get on with their own plans and ignore the

competition. Others become obsessed with tracking the actions of competitors

(often using underhand or illegal methods). Many businesses are happy simply

to track the competition, copying their moves and reacting to changes.

Competitor analysis has several important roles in strategic planning:

To help management understand their competitive advantages/disadvantagesrelative to competitors

To generate understanding of competitors past, present (and most

importantly) future strategies

To provide an informed basis to develop strategies to achieve competitive

advantage in the future

To help forecast the returns that may be made from future investments (e.g.how will competitors respond to a new product or pricing strategy?

Questions to ask?

What questions should be asked when undertaking competitor analysis? The

following is a useful list to bear in mind:

Who are our competitors?

What threats do they pose?

What is the profile of our competitors?

What are the objectives of our competitors?

What strategies are our competitors pursuing and how successful are these

strategies?

What are the strengths and weaknesses of our competitors?


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How are our competitors likely to respond to any changes to the way we do

business?

Sources of information for competitor analysis

Davidson (1997) describes how the sources of competitor information can be

neatly grouped into three categories:

Recorded data: this is easily available in published form either internally or

externally. Good examples include competitor annual reports and product

brochures;

Observable data: this has to be actively sought and often assembled from

several sources. A good example is competitor pricing;

Opportunistic data: to get hold of this kind of data requires a lot of planning

and organization. Much of it is anecdotal, coming from discussions with

suppliers, customers and, perhaps, previous management of competitors.

The table below lists possible sources of competitor data using Davidsons

categorization:

Recorded Data Observable Data Opportunistic Data

Annual report &accounts Pricing / price lists Meetings with suppliers

Press releasesAdvertising

campaignsTrade shows

Newspaper articles Promotions Sales force meetings

Analysts reports Tenders Seminars / conferences

Regulatory reports Patent applications Recruiting ex-employees

Government reportsDiscussion with shared

distributors

Presentations / speeches Social contacts with competitors


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Objective of the study:

The main objective of filed survey during the project was to find out the

market share of different SUVs.

To do the competitor analysis among various players of SUVs

Research methodology:

Research methodology is considered as the nerve of the project. Without

a proper well-organized research plan, it is impossible to complete the

project and reach to any conclusion. The project was based on the survey

plan. The main objective of survey was to collect appropriate data, which

work as a base for drawing conclusion and getting result.

Therefore, research methodology is the way to systematically solve the

research problem. Research methodology not only talks of the methods but also

logic behind the methods used in the context of a research study and it explains

why a particular method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in

the market as well as marketing approaches available to the researchers. In fact,

it is the key to the evolution of successful marketing strategies and

programmers. It is an important tool to study buyers behavior, consumption

pattern, brand loyalty, and focus market changes. A research design specifies

the methods and procedures for conducting a particular study. According to

Kerlinger, Research Design is a plan, conceptual structure, and strategy of

investigation conceived as to obtain answers to research questions and to

control variance.


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SUVs taken into consideration:

1.) Mahindra Scorpio

2.) Tata Safari

3.) Ford Endeavour

Mahindra Scorpio

Review of Mahindra Scorpio

Mahindra Scorpio has redefined the expectations of the SUV (sports utility

vehicles) buyer and has set a new benchmark for the industry to follow. Its

strong engine complements its good looks and sophisticated interior design. The

Scorpios chain-driven SZ 2600 Plus DI diesel engine pumps out an adequate

1i5bhp of power and a massive 26 kgm of torque.

The wraparound, multi-reflector, clear lens type headlamp, the aggressive grille,

curvaceous, impact-absorbing side cladding, fire resistant interiors, the stepped

roof design to allow more headroom for passengers in the rear and the

minimalist, but user-friendly dashboard have set a benchmark for the others to

follow. Scorpio is available in 4 variants - Turbo 2.6, Turbo 2.6 DX, Sportz,

Turbo 2.6 SLX.


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Style and Build

The looks of the Scorpio are burly and this is a bruising thing for the

competition. Thanks to the sheer presence it has, especially when barrelling

down the road and viewed in a front three-quarter shot, the Scorpio gives the

impression that it can swat the competition. The high and finely muscled lines

coupled to those beefy Bridgestones adorning pseudo-alloy look steel wheel

rims is Bollywood at its most ingenious.

Interiors and Comfort

The scorpio can seat 8-9 compartably depending on what type you choose, firstthe legroom at all the three rows is not that great but the fabulous interiors make

up for it ,although not as polished as some phoren cars it still does a fab job.

The a/c is one of the best in its class and the dashboard and the instrument panel

at the front is absolutely best compare it to anything even qualis or tavera .the

seats are comfortable and they are fire resistant too. only problem with the

interiors is that if you want to add some extra speakers and woofers god bless

you but there is very little space left for you to do it so.

Exteriors

The scorpio is also one of the best looking cars India has made (indigenously)

(look at the competition ambassador, mar 800),the scorpio looks best with the

cladding on aither in a dual shade or in body colored but isn?t quiet pretty in the

plastic ones, also the advantage it gives you while driving this cars is the it

scares your fellow riders, rickshawallas, motorcyclist and even car owners. Also

the scorpio still can turn heads even after two years after launch only the right

person has to sit at the driver seat .


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Models

Scorpio 2.6 turbo

Basic Scorpio with a/c and power-steering as standard

Scorpio 2.6 turbo DX

Scorpio that has a/c ,power steering, plastic cladding, wheel caps as standard

Scorpio 2.6 turbo GLX

a/c , power-steering ,body colored cladding,power windows ,central locking,

rear window defroster, ski rack and wheel caps rear wiper and stereo system

Scorpio 2.6 turbo SLXAll of the above in GLX plus two toned body color (exterior as well as

interiors) and a sensor which alerts you on various things.


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Technical Specification

Engine SZ

2600 Turbo DI

Type 4 Stroke, 94 x94, 4 Cylinder

Cubic

Capacity

2609

cc

Max.

Gross Power

80kW 109

bhp at 3800 rpm

Max.

Gross Torque

26

kgm at 1800 rpm

Gear

box

Model 5

Speed Manual

Tyres P

235/75 R15

Suspension

Front 2

WD

Independent,

Coil Spring, Anti Roll Bar

4

WD

Independent,

Torsion Bar

Rear Leaf

Spring

Brakes

Type Tandem

Master Cylinder, Vacuum Assisted

Servo, with LSPV and BV

Front Ventilated

Disc and Calliper Type


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Rear Drum

Type

FuelTank Capacity 55ltrs

Turning

Circle Radius

5.6

m for 2 WD

Ground

Clearance

180

mm (in laden condition)

Max.

GVW

2510

kg for 2 WD; 2610 kg for 4 WD

FEATURES TURBO

2.6 GLX

TURBO

2.6 DX

TURBO

2.6

Armrests in

Front SeatsYes x x

Armrest in

Middle SeatYes Yes x

Moulded

InteriorsYes Yes Yes

Power

SteeringYes Yes Yes

HVAC Yes Yes Yes

AC vents inthe Rear

Yes Yes Yes

Power

WindowsYes Yes x

Central

LockingYes Yes x

Kenwood

Stereo (4

Spkr)

Yes x x


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Cladding Painted Yes x

Rear Wash &

WipeYes Yes x

Ski Rack &Rear

Demister

Yes x x

Seating

Option7/8 7/8/9 7/8/9

Paint Metallic Metallic Metallic

Electric 4 WD x Optional x

2.) TATA SAFARI


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Overview

Tata Motors Ltd. has launched a new range of premium SUV, the 2.2 VTT

engine range joins the Tata Safari DICOR line-up, with all-new looks and an

indigenous VTT engine. Recently upgraded with a new robust engine, more

power, better interiors and a face-lift, the DICOR is tough, utilitarian, and

practical - the VTT is no less.

Safari works as a practical alternative to those who cannot afford the expensive

SUVs. It is smart with contemporary looks and styling. It is a tad heavy for the

output of the engines. There were no major improvements until Safari faced

severe competition from the new-age SUVs.

With a lot of interior and exterior refinements, the Safari is available in one

petrol variant: EXi with two drive configurations 4x4 and 4x2. It is also

available in three DICOR variants: VX, EX, and LX, where VX and EX areavailable in 4x4 and 4x2 drive configurations and LX is available in a single

4x2 drive configuration. The Safari is also available in a single turbo diesel

variant: 4x2 LX. Rugged and built to last, the new 4x4 is perfectly at home in

city conditions, cruising on an open road or negotiating difficult terrain.

\Powertrain & Performance

A 2.2-litre DICOR engine that produces 138 bhp and a torque of 320 Nm, the

highest torque in its class, powers the Safari DICOR variants. The engine

delivers decent pickup, making 0 to 100 kmph in less than 22 seconds. The

SUV features a wishbone suspension in the front and coil springs in the rear.

The 2-litre turbocharged and intercooled (LX 4x2) diesel engine produces 89

bhp and the 2-litre Inline-4 petrol generates a massive 125 bhp. A 5-speed

manual transmission is standard across all variants.


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Topping the scales at two tons, the DICOR is an excellent highway cruiser and

can do a constant 80-120 km on overdrive without much gear shifts, but a lot of

gear shifting is required in city driving. Ride quality and handling of this

mammoth vehicle is good. Its braking, though impressive, screeches at high

speeds.

Standard safety features on the LX include side impact bars, crumple zones, tilt

and collapsible steering column, anti-submarine seats, central locking, child

safety locks, and headlamp leveling. The EX adds fog lamps and a rear

windscreen de-mister. The VX receives dual airbags, an anti-lock braking

system (ABS), and a rearview camera with LCD.

Build & Styling

The Safari DICOR makes a great impression with its bold, rugged looks and

styling. The SUV's front fascia displays a broad muscular stance with large

bumpers and chunky 16-inch wheels while a rear spoiler and roof rails add a

sporty touch.

Standard exterior features include alloy wheel rims, clear lens head and taillamps, roof rails, rear spoiler with lamp, stylised front grille, bumper, side

cladding, body-coloured outside rear view mirrors and body-coloured spare

wheel cover.

The Safari cabin is airy and spacious, and interior comfort levels are high. The

SUV rides high, giving the driver and passengers good visibility all around.

Seats are comfortable and offer adequate knee and lumbar support. There is

plenty of cargo and stowage space as well. But the fit and finish still invites

refinement. The top-of-the-line variant DICOR VX adds a DVD player, twin

screens, leather seats, a rear-view camera, ABS, and airbags.

Standard interior features include keyless entry, power steering, leather

upholstery, leather-wrapped steering wheel, electronic instrument cluster, audio

system, height-adjustable driver's seat, electrically adjustable side-view mirrors

and rear wiper, 60:40 split folding rear seats, spot reading lamps, cargo lamp

and remote fuel flap.


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3.) FORD ENDEAVOUR


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OVERVIEW

The Ford Endeavour was introduced in India in 2003. It is sold as the FordEverest (a midsize SUV) in Asia and was built on the lines of the local Mazda-

based Ford Ranger pickup truck platform. With this offering, Ford brought to

the Indian consumer a premium, world class and versatile 7-seater. The new

Ford Endeavour is available in two versions: the 2.5L XLT 4x2 and the 3.0L

Thunder+ 4x4.

Besides its commanding road presence and imposing built, the Endeavour offers

a genuine SUV experience and proclaims its SUV-truck roots with pride. It is a

hugely functional SUV with serious off-road capability, especially in the all-

wheel drive (AWD) version. For city driving, however, the 2-wheel drivevariant would be a better choice.

This new Ford is equipped with a comprehensive list of safety features that

meet the highest standards of excellence and are in keeping with the Indian

regulations. It has been designed to withstand the impact of an accident with a

rigid body shell, reinforced cabin and crumple zones in the front and rear. With

these features and a potent engine, it competes with Hyundai Tucson and Honda

CRV.

POWERTRAIN & PERFORMANCE:

Endeavour comes in two variants - 4x2 XLT and the 4x4 Thunder+. The base is

equipped with a 2.5L In-line 4 turbocharged diesel engine that generates a

power of 141 bhp and renders 330 Nm worth of torque, whereas the Thunder+

is powered by a 3.5L TDCi In-line 4 diesel engine that churns out 154 bhp.

The XLT is available in a Two-wheel drive configuration (4x2) whereas the

Thunder+ comes with All-wheel drive. 4x2 is perfect for city/highway driving,

whereas the 4x4 is geared up for rugged and all-terrain driving. A 5-speed

manual transmission comes standard on the model.

Despite its imposing size, the engine serves up power efficiently. It handles

reasonably well, takes a corner like a veteran and delivers a satisfactory ride in

the city. Transmission is smooth and seamless, with smooth upshifts and

downshifts.


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BUILD & STYLING:

There is no denying the Ford legacy in the Endeavour's overall architecture. The

front end is distinctive with its high bonnet and behemoth size. The rather

aggressive fascia out-front is decked up with a large, bold and sporty looking

grille as well as multi-reflector headlamps. Aiding and abetting the new

Endeavour, in its hardy off-road worthiness, are the mud flaps and wheel

moldings along with fashionable roof rails. Silver side-steps run along the

length of the vehicle and accentuate its brute quality. The Thunder+ variant

offers a classier exterior compared to the XLT. It has larger mirrors that

incorporate turn indicators and puddle lamps, a spare wheel cover, body

cladding and many more attractive features.

The variants offers wide tyres (265/70 R16) that facilitate the most favourable

combination of traction and stability on slippery ground.

It is also fitted with a highly toughened and modern bull bar, two-tone body

cladding that gives it an even sportier look, alloy wheels, a fifth door mirror that

comes in handy while parking or reversing, and a hard top cover for the extra

tyre that can be locked to prevent its theft. Decals on the body of the vehicle

enhance its looks.

The interior of the Ford Endeavour is roomy and elegant with world-class levels

of comfort. Both the variants are endowed with luxurious leather upholstery and

AC vents for all the three rows to make long and bumpy drives cushy. It comes

with well-appointed amenities harboring little details, that both surprise and

delight. For entertainment on-the-go, the vehicle has been endowed with an

iPOD-compatible audio system. The Thunder+ is enhanced by Camel tone full

leather interiors, six CD changer and MP3 player with six speakers. The

entertainment is also loaded with an interior roof-mounted DVD player and dual

air conditioning with controls mounted on the ceiling.

A standard cutting-edge theft protection feature, passive anti-theft system

(PATS), prevents the engine from being started with an incorrectly coded key

by automatically shutting off fuel to the fuel injection system after two seconds.

A high visibility "command" driving position makes for better visibility while

driving. Also included in the new Ford Endeavour are amenities such as a 4-

wheel ABS with EBD and dual airbags, child-proof rear door locks, fuel tank

shields, seat belts for all seven occupants, front passenger airbags, and more.


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FeaturesFord Endeavour 4x4

Thunder+Mahindra Scorpio 2.6 DX

Tata New Safari DICOR

2.2

EX 4x2

More Details More Details More Details

New Car On-Road Price New Car On-Road Price New Car On-Road Price

Power Door Locks

Traction Control

Rear Wash Wiper

Alloy WheelsCentral Locking -

Child Safety Locks

Front Fog Lights

Leather Seats

Power Seats

AM/FM Radio

Cassette Player

CD Player

Mileage (Highway) N/A 12.7 km/liter 15.5 km/liter

Mileage (City) N/A 9.8 km/liter 10.45 km/liter

Mileage (Overall) N/A 10.4 km/liter 13.2 km/literFuel Tank Capacity 71 Liters 60 Liters 65 Liters

Maximum Speed 0 Km/Hour 152 Km/Hour 156.1 Km/Hour

0-100kmph - 19.2 seconds 15.65 seconds

1/4 Mile - 20.2 seconds -

Engine Type

3.0 Litre TDCi with

Variable Geometry

Turbocharger (VGT)

In-Line Engine In-Line Engine

Displacement 2953 cc 2609 cc 2179 cc

Power 156 PS @ 3200 rpm 116.6 @ 3,800 (PS@rpm) 140 @ 4,000 (PS@rpm)

Torque 380 Nm @ 2500 rpm 28.3 @ 1,700-2,200 ( 32.6 @ 1,700-2,700 (

Valve Mechanism DOHC Pushrod, OHV DOHCBore - 94 -

Stroke - 94 -

Cylinder

Configurationin-line Inline -

Valves per Cylender 4 2 4

Clutch Type -Hydraulically operated,

Single plate, dry type-

Front Suspension

Independent double

wishbone with torsion bar

spring & stabilizer bar

Independent, coil Spring,

anti-roll bar

Independent Double

Wishbone with Torsion bar

Rear Suspension

Progressive linear rate

leaf springs with low

friction pads

Multi-link, coil spring5 link Suspension with

coil springs

Steering Type

Ball & Nut Type with

Variable power assist and

tilt

Power Power

Power Assisted Variable ratio -

Minimum Turning

Radius6.2 5.6 m -

Front Brakes Ventilated Disc Disc Ventilated Disc

Rear Brakes Self Adjusting Drum Drum DrumWheel Type Alloy Steel -

Wheel Size 16 6.5Jx16 16 x 6.5 J

Tyres 245/70 R16 (Tubeless) 235/70 R16 235/70 R16, 105 S

Overall Length 4998 mm 4495 mm 4650 mm

Overall Width 1789 mm 1817 mm 1918 mm

Overall Height 1836 mm 1975 mm 1925 mm

Wheel Base 2860 mm 2680 mm 2650 mm
http://www.gaadi.com/car-1380-Ford-Endeavourhttp://www.gaadi.com/car-1380-Ford-Endeavourhttp://www.gaadi.com/car-215-Mahindra-Scorpiohttp://www.gaadi.com/car-56-Tata-New%20Safarihttp://www.gaadi.com/car-value-new-1380http://www.gaadi.com/car-value-new-215http://www.gaadi.com/car-value-new-56http://www.gaadi.com/car-215-Mahindra-Scorpiohttp://www.gaadi.com/car-56-Tata-New%20Safarihttp://www.gaadi.com/car-value-new-1380http://www.gaadi.com/car-value-new-215http://www.gaadi.com/car-value-new-56http://www.gaadi.com/car-1380-Ford-Endeavour


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COMPETITOR ANALYSIS FRAMEWORK

Michael Porter presented a framework for analyzing competitors. This

framework is based on the following four key aspects of a competitor:

Competitors objectives: In the present case of sports utility vehicles, the

objectives of Mahindra, TATA and FORD.

Objective of Mahindra: TThe Mahindra Groups Automotive Sector is in thebusiness of manufacturing and marketing utility vehicles and light commercial


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vehicles, including three-wheelers. It is the market leader in utility vehicles in India

since inception, and currently accounts for about half of Indias market for utility

vehicles. Its objective is to manufacture world class SUVs to meet the customer

expectations.

Objective of TATA Safari: To manufacture strong and stud sports utility vehicles fortough terrains and to provide customer satisfaction through its long term relations.

Objective of FORD: Company's genesis dates back to 1982, when the set an

objective to provide quality products in the area of engineered polymer composites.

REFERENCES

4Ps ( Published by IIPM, New Delhi, Dec. 07 edition)

Marketing Management, Kotler

Marketing Management, Saxena

www.indianjournalofmarketing.com

en.wikipedia.org

www.google.co.in

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