Marketing Mix strategy of Massey Ferguson tractor
CHAPTER 1
General Introduction :Human wants can be satisfied by goals
& services. It can be created through the process of
production, It is absolutely necessary on the past of the produces.
To know the value structure of the society & preferential
motive of the consumer because profit in the main objective /
Motive of producers.Marketing is a System Created by Society for
the Purpose of Supplying the Goods and Service essential for day to
day requirement. Marketing has been gaining more importance in
recent years.What the customer is looking for today is utility fuel
economy reliability Maintains affordability. Performances good
after Sales Services at reasonable cost & affordable &
available spare tools statues safety & comfort which include
car riding the above are the common assets of consumer because
these are in numerable of four wheeler e.g. Tractors, Jeeps &
four WheelersThere are many Magazines about Vehicles, which can
give the consumer information like fuel efficiency, cost, price,
ergonomic but the Magazines repair ability, availability of spares
parts services rendered etc.Massey Ferguson& company :Massey
Ferguson& Company, founded in 1837 has Grown from a one-man
black smith shop into a world wide Corporation that today does
business in more than 160 Countries and employees over 46,000
people world wide. John-Massey Fergus one consists of three
equipment-operations (agricultural, commercial & consumer and
construction & forestry). Credit operations & three Support
Operations (parts, power systems & technology services)It is
one of the oldest Industrial companies in united States, & in
2003 was Included in business Ethics Magazines list of 100 best
Corporate Citizen in a June 2002 national Survey, Crain Chicogo
Business ranked Massey Ferguson& company as the most trusted
Illinois Company. In the same survey Massey Fergusonalso received
the top ranking for its product quality.The company guided today,
As it has been for more than 165 years, by core values that were
exhibited by its founder have been long adopted by co. employees,
Quality, Innovation, Integrity, Commitment. The project come
entitled Consumer Attitude towards Massey Fergusontractors with
special reference to Olikar Agency, Shimoga. Is an attempt to study
the consumer reaction towards Massey Fergusontractors in and around
Shimoga city.Objectives of The Study : To study the product mix
strategy of Massey Ferguson tractor. To study the price mix of John
Massey Ferguson Tractors. To study physical mix strategy of John
Massey Ferguson Tractors. To study the opinion of dealers
techniques & uses of Massey Ferguson tractors. To study
marketing problem of Massey Ferguson tractors. To suggest measures
to overcome weakness it any in the marketing of Massey Ferguson
tractors.Scope of Study :Though Massey Ferguson Tractors have
national market the present study have been carried out only in the
Shimoga city. Some of the factor that effects the marketing of
Massey Ferguson Tractors may have not been analyzed in this
study.
Limitation of the study : 1. The study has been restricted to
the users of John-Massey Ferguson tractors only.2. The report in
based on primary date collected.3. Non-availability of complete
secondary data. Hence the information collected from Magazines
& Journals are taken as the base of study & assumed to be
factual.4. Due to the limited time sample size is to be restricted
to 25 respondents.Methodology of the Study :a) Data Baseb) Sampling
Planc) Statistical tool used The primary & secondary data are
collected used for the preparation of the project report.a) Data
Base : The Primary Data has been collected through personal
interviews with a questionnaire the primary data has been collected
from the users mechanics & dealers. The survey has been used
for collecting data through personal interviews.The Secondary Data
has been collected from various news paper, Magazines, Journals
& trade Journals business India, Motor India & Auto
India.b) Sampling Plan :1) The random sampling method is adopted
for selecting the user mechanics.2) The personal interviews method
is adopted to collect data from the respondents.3) About 25 users
of John-Massey Ferguson Tractors are interviewed for collecting
primary Data.Statistical Tool Used :Percentage calculation,
tabulation, class tables and graphical presentations are techniques
used to collect data from the consumer survey.
Chapter II
To enrich the lives of millions brings in a ray of sunshine add
a touch of glory thats the John-Massey Ferguson story.Agriculture
is the mainstay of the Indian economy. To add value to this sector
is to add value to a significant sector of the economy. It means
the touching the lives of millions of formers and helping them
enrich their future. Massey Ferguson in India : Founded in
1837,Massey Ferguson and company have established a heritage of
quality products and services providing performance that endures to
customers worldwide. Massey Ferguson is one of the oldest
industrial companies in the United States does business in over 160
countries and employs approximately 46000 people allover the world
including India. Massey Ferguson is the worlds leading manufacturer
of agricultural and forestry equipment. A leading supplier of
equipment used in lawn, grounds and turf care, and a major
manufacturer of construction equipment. It additionally
manufactures engines used in heavy equipment and provides financial
services and other related activity that supports the core
business. Throughout the years, John-Massey Ferguson has
continuously entered into new areas of diversification. Philosophy
of the company : They approach of Massey Ferguson is
responsibilities with ambition and resource fullness. They organize
themselves for the transparently and harmonious flow of work. They
respect sounds theory and encourages in creating experimentation.
They also make their work place a source of pride. Massey Ferguson
the way : Massey Ferguson of company, have teamed up to give the
farmer the best a world class tractor for productive farming the
assurance of a long standing. This synergy and strengths gives the
farmer a win-win situation, right through the year-in equipment
service and support. Vision Statement : John-Massey Ferguson will
be a professionally managed company delivering genuine value to
customers and share holders. This team based, learning organization
will continuously improve its processes by bench marking key
business drivers on a global basis. It will flow the ethical
guidelines of the parent companies and create and sustain a culture
or trust, fairness and integrity, while meeting the expectations of
employees, stake holder and society. Company highlights :
John-Massey Ferguson and company announces the tender offer
consideration for its debt tender offer. John-Massey Ferguson
introduces all new line of riding lawn equipment. John-Massey
Ferguson retail sales commentary. Partnering to build great
business. John-Massey Ferguson introduces swath control pro on 4720
and 4920 sprayers. John-Massey Ferguson one source Announces 2205
top territory manager and Distributor of the year. Massey Ferguson
and company announces quarterly dividend. Company milestones : 2000
-Field vision lighting is introduced on Massey Ferguson tractors.
The high density xenon light improves operator visibility up to 300
percent. 2000-Massey Ferguson invests $2 million (U.S.) to reduce
solvent emission from the painting operations by 95% at the seeding
group and Massey Ferguson harvester cylinder division operation in
Moline, Illinois. 2000-The U.S. Department of energy recognized
John-Massey Ferguson power system, water 100, lower through the
clean cities national award for promoting the use of alternative
fuels in the market place. 2001-Massey Ferguson facilities in the
United States received 18 awards from the U.S. national safety
council for work place safety. 2001-John-Massey Ferguson and
partner Design Manufacturing Systems (DMS) received one clean air
excellence award from the U.S. environmental protection agency for
the induction of a fuel-efficient two-cycle engine. 2005-New
headquarters for John-Massey Ferguson world wide commercial 7
consumer equipment division in carry, North Carocina, received the
urban conservation award from the local wake soil and water
conservation district. 2008-Massey Ferguson facilities in the
United States, Canada and South America received 62 awards from the
U.S. national safety council.2010-Massey Ferguson Horicon works
received the John brogan environmental achievement award from the
Wisconsin Department of Natural resources for waste reduction and
pollution prevention. 2009-The Minister of environment and traffic
from the Baden Wurttemberg, Germany recognized John-Massey Ferguson
Werke Mannheim for outstanding environmental performance. The
Mannheim factory was selected from almost two dozen entrants who
participated in Intensive audits for the honor. 2010-Business
ethics magazine namedMassey Fergusonone of its 100 best corporate
citizens for 2002, ranking the company 64th on its annual list, up
three places from its 2002 ranking. 2011-Along with 16 other
companies, John-Massey Ferguson recognized as one of Americas
safest companies by occupational hazards magazine a national
publication for occupational safety and health professionals.
2012-John-Massey Ferguson was named as one of 44 recipients for the
newly created MATERIALICA award given by International forum design
Honnaver, Germany for major advancement in the field of new and
renewable materials. 2012-Business ethics magazine again named
John-Massey Ferguson of its 100 best corporate citizens for 2004.
In 47th place,massey fergusons ranking is improved over its 2003
ranking by 17 positions. 2013-Environmental safety and fire
protection video developed by John-Massey Ferguson water 100 (10wa)
works for its contractors was selected as a winner at the 25th
annual telly awards. 2013-Introduction John-Massey Ferguson and
company announces top territory manager and distributor of the
year.
Chapter - IIIEvery farmer looks for a tractor that is modern and
cost efficient. A tractor that will enhance his productivity and be
his in progress. The range of Massey Fergusontractors address, this
need precisely the worlds favorite tractors set unprecedented
standards in industry with a whole range of features that offer a
whole range of advantages. Incorporating modern techniques, the
tractors are designed for more power and more comfort, greater
safety and higher reliability to integrate with the newest
environmental management system. And finally, they have high
aesthetic appeal and low maintenance costs. In India, the
manufacturing programme covers the 55hp Massey ferguson tractors
model 5310, the 47 hp tractors model 5203, the 42hp tractor model
5203 and 70hp model 5310 S and the 40hp tractors model 5103.World
class technology : Massey Fergusontranslates the farmers interest
into superior product feature through its world class manufacturing
facility at Sanosadi, Pune spread across 112 acres. The factory has
a total built up area of around 50,000 sq. mtr Manufacturing is
carried out at thee inter-linked factories transmission is carried
out vehicle assembly, modern manufacturing practices like JIT
Delivery of components at assembly section and movement delivery of
components at assembly station and movement of tractor parts
through an overhead conveyer ensure streamlined operation.The total
manufacturing efforts is geared to provide towards value the
customer through high quality standards.Transmission factory :The
heart of the factory the transmission assembly has state of the art
systems adopted from the best assembly practices of renowned
leaders, drive train from Knazaki, Japan, Rear axle from Massey
Ferguson Germany and rock shaft from Mitu, Italy. This provides one
of the finest tractor transmission system. The 300 odd components
in the transmission system are manufactured to precise tolerances
for efficient transmission of power high precision, CNC machines
ensure high quality of components manufactured while CMM machine
check adherence to quality standards. Engine factory :The engine
factory line is designed to produce one of the worlds highly fuel
efficient and powerful engines. Each station is ergonomically built
in features to ensure adherence to exacting quality standards. The
engines are transported during assembly on overhead conveyer. A
leak at sub-assembly stage and as fully assembled engine is
conducted to ensure a 100% leak proof engine, pre-operation and
post-operation online quality critical joints are fastened using
electric multi-spindle machines capable of torque, yield and angle
control.Vehicle factory :The assembly of Massey Ferguson tractors
is carried out trough an overhead conveyor, system this ensures
high productivity through lower operation fatigue and greater
convenience. Inspection loops carryout random auditing of the
tractors under assembly. Pneumatic tools torque wrenches with
designated torque for fasteners. Provided at every station ensure
high reliability and at the end of the assembly line every tractors
undergoes final inspection to ensure the stringent quality
standards are met.
MF 40080 - 100HP
The MF400 Series is designed to be the multi-tasking workhorse
of the farm. Reliable, functional and economical, it can help you
to take on every job with confidence .Powerful fuel efficient
engines are available in 80 or 100 horsepower together withsimple
heavy duty transmissions and the option for a fully enclosed cabin.
These featuresprovide a high level of functionality, improved
durability and greater ease of use givingthe MF400 Seriestractors
the capability to handle any task with ease.Key Features 80 or 100
Horsepower ROPS (Roll over protection structure) or fully enclosed
cabin. Simple and dependable Perkins 1104 engine 12F x 4R
transmission with side shift 540/1000 PTO independent or forward
speed Four Wheel Drive Functional Hydraulic System 3200 kg three
point linkage lift capacity Proven and trusted design bred from
unmatched Massey Ferguson heritage.
SpecificationsMF445 Cab and ROPSMF455 Cab and ROPS
Max. Engine HP(kW) @ rated engine rpm80 (60)100 (75)
Perkins Engine Model11041104
Cylinders and Aspiration4-Naturally aspirated4-Turbocharged
EmissionsTier 2Tier 2
Total Displacement4.4lt4.4lt
ClutchDryDry
Transmission12F/4R partially synchronised12F/4R partially
synchronised
Front Axle4WD4WD
Brakes & Final DrivesHydraulic actuated wet discHydraulic
actuated wet disc
PTO TypeIndependent 540/1000 rpmIndependent 540/1000 rpm
MF 3600 Series84 hp - 102 hp
Designed for agriculture, orchards and municipal applicationsThe
Massey Ferguson 3600 Series is a range of specialist tractors
suited to horticultural, agricultural and municipal applications.
Built in Europe, these are powerful, compact and maneuverable
tractors available in a range of widths and high standard
specification.
The Massey Ferguson 3600 Series combine modern styling, a
spacious cab and outstanding performance characteristics These
rugged and highly developed tractors are already being recognized
for their tough versatility and capacity for hard work.
Key Features 5 models available 84hp (all variants) and 102hp (F
variant only) Cab or Footstep version available in S variant 4
wheel drive 24 Speed Transmissions 2 Speed PTO Open Centre
Hydraulics with 62 ltrs/min Flow 3 Rear Spool Valves Choice of
width : V/S and F version AGCO POWER engine 3 cyl / 3,3 litres
Common rail injectionModelMF3640 V,S,FMF3660 F
AGCO POWER Engine33 CTA33 CTA
No. of cylinders / Displacement3 / 3,3003 / 3,300
Bore / stroke108/120108/120
Injection typeCommon railCommon rail
Max Power at 2,000 revs (hp)84102
Max Torque (Nm/ 1400 rpm)345405
AspirationTurbocharged and Charged air coolerTurbocharged and
Charged air cooler
Emission stageTier IIITier III
Fuel Tank capacity (L)64 L64 L
MF 9000 DI Planetary DriveSPECIFICATIONS :-
Make :- MF & TafeModel:- MF 9000 DIDrive:- 2WD
Engine Simpson SJ 327 T III A EngineType:- DI, 4 Stroke,
DieselHorse power:- 50 HPNo. of cylinders :- 3Cubic Capacity:-
2700ccPump:- Inline
Transmission
Fully Contant Mesh gear boxNo. of gears :- 8F+2RForward Speed :-
35.8 kmphReverse Speed:- 13.8Hydraulicslive hydraulic pumpwith
adjustable outside check chains operated with DC and PC lever with
mix controlPump type :- Gear PumpTowing-HitchFront towing hitch,
upper transport hitch, multi-hole drawbarLift capacity :- 1700
kgHitch :- 3 point , CAT IISteeringPower Steering
Power take of
Two Speed PTOPTO hp:- 47hpNo. of splines :- 6PTO rpm:- 540 @
1790 Erpm
Clutch
Dual Dry type single friction plateHeavy duty single
plateCooling and cleaning Forced water cooled cooling systemOil
bath type three stage air cleaner
Electrical
battery :- 12v 75AH batterystarter motor , alternator 12V 36 A
with in built regulatorhead lamp rear brake lights, parking
lightsplough lamp,registration lamp.
Brakes
Oil Immersed Multi Disk BrakesMechanical Actuation
Dimensions(mm)
Total Length:- 3595Total Width:- 1800Total Height:- 2235Wheel
Base:- 1980Ground Clearance:- 380Turning Radius:- 3200Total
Weight(kg):- 2140
Capacities(ltr.
Fuel Tank:- 60Transmission& hydraulics:- 38 Coolant :-
12
Tires
Front tires:- 6.00-16, 8Ply Rating (6.5-16 optional)Rear tires
:- 14.9-28, 12Ply Rating (16.9-28 optional)Dashboard Oil gauge,RPM
cum haur Meter, temperature gauge , Indicated Switch for high beam
lightsExtra Features
*Space D Platform* Heavy duty front axle*Rotary Pump*High torque
backup*High Fuel Efficiency* Easy to operate* Adjustable seat*
Raised platform* Push type pedals
MF 241 DI Mahashakti Crown Series
H P Range 42 H P Engine --Simpson S325.1 Engine TIII ACylinders
--3Cubic Capacity --2500 ccFuel Injection ---PumpInlineCluch ----
Dual dry
Tranmisson Type Partial Constant mesh with Side shiftNo of
speeds 8 Forward + 2 reverseTyres Front -6.00 x 16Rear -13.6 x
28Max road speed --Forward Speed 32.3 kmphBreakers --------- Sealed
dry disc brakesSteering -------Manual - Recirculating worm, ball
and nut typeElectrical ------12V 36A Alternator,12V 75 Ah
batteryDimension and weight Overall length 3340 mmOverall width
1660 mmOverall height 2200 mmWheel base 1785 mmMin. ground
clearance 345 mmTank capacity 47 ltr
Chapter - IV
Dealer net worth : The company has established a network of
dealer equipped to attend all customer needs, training
demonstrations spare parts. After sales service, any thing related
to tractor care. Dealer show rooms and dealer work shops are
strategically located to provide prompt after sales and service
support. A carefully selected dealer network ensures the high
standards of excellence and reliability that is associated with
Massey Ferguson broad and Massey Ferguson in India. The company
aims to provide the quality of service that John-Massey Ferguson
and customers have always experienced efficient, quick of reliable.
Office network : The company has a network of area offices and
depots in the country to facilitate sales and service. Enquiries
are looked into and attended to immediately by company officials.
History of Olikar Agency : Olikar Agency Pvt. Ltd. is a sole
trading concern dealing in automobile business since 1984 in
Shimoga city under the name of Olikar Tractors. Mr.Krishna had
taken the dealership of Massey Ferguson tractors in the name of
Olikar Agency Pvt. Ltd.Olikar Agency is the authorized dealer for
Massey Ferguson tractors manufactured by Massey Ferguson company
Ltd. This firm came into existence with a view to serve the public
with efficient sales and service station for Massey Ferguson
tractors. The showroom of Massey Ferguson tractors is situated on
P.B.Road, Bangalore-577 006. The service station is situated
opposite the showroom. The service areas have been upgraded as per
company specifications. Infrastructural facilities : 1. Land and
Building : The firm has a showroom and garage just opposite of the
firm and total area occupied by the firm in between 2500 sq.ft. to
2750 sq.ft.2. Power : The electric power requirement of the firm is
of 150 to 200 units per month. The electric power consumed by the
firms showroom is about 75 units and service station like water
washing of vehicles etc. take the power consumption of 75 to 85
units. 3. Machinery : The firm is well equipped with washing
machine and special tools needed for servicing the vehicles.
Other staff of the firm Dealer & ownerKrishna
Sales ManagerBasha, Prakash3,500
Computer Accountant Keerthy3,000
Work managerGangadhar3,000
Fore ManVenkatramana5,000
Asst. Fore ManNagaraj, Gopi, Prakash2,400
Price list of the Massey Ferguson tractors marked by Olikar
Agency are : Types of tractors (model)Horse PowerPrice list
5203 S50 HP3,20,000.00
520347 HP2,60,000.00
5310 S70 HP4,15,000.00
510340 HP2,40,000.00
Chapter V
A strategy is what you are giving to do, a marketing strategy is
the link between the product and the market. It provides the much
desired direction for allocating the marketing effort. It is
translated into an action plan through the tools of marketing
management. These tools together are called as Marketing
Mix.According to the professors KEELEY and LAIOR marketing mix is
imposed of a large battery of devices which might be employed to
induce consumers to buy a particular product. According to Phillip
Kotlar the firms task is to fin the best solution for its marketing
decision variables. The settings constitute its marketing mix. In
other words, marketing mix is the blend or the compound of all the
marketing efforts houring round.Elements of Marketing Mix :The
foregoing explanation made it amply clear that marketing mix is
made up of 4 elements namely, Product Price Promotion PlaceThat
constitute the heart of marketing decision from the angle of
marketer. However there can be four cs from the angle of consumers.
Thus, what product is for marketer is consumer needs and wants for
consumers, price is for marketer cost to the Customer, Promotion is
for market and Communication for the customer and what place is for
marketer in convenience for customer. 1) The Product Mix : The
product is the focus of marketing and marketing efforts. Product is
the sum total of physical and psychological satisfaction. It
provides to the buyer, a product is the sum total of parts like
materials used in its constructions and its ability to perform. Its
packaging, its brand and the intorgebles associated with it, all
that speak about personality (as) Image. 2) The Price Mix : Price
is the major marketing tools and helps in directing the product to
a specific consumer segment. Price is the value of a product
expressed in terms of money price is a powerful instrument in which
both the buyer and are keenly interested.3) Promotion Mix :
Promotion mix is the communication mix which bears with the
personal and impersonal persuasive communication about the product
(as) service of the manufacture. Though the companies communicate
with their present and potential customers in wide variety of ways,
the must distinguishable categories are 2 namely (i) personal &
(ii) impersonal. 4) Place Mix : Place can distribution mix stands
for the matching arrangements for the smooth flow of goods and
services from the producers to the consumers. It is concern with
creation of place, time and possession utilities. In other words it
signifies two things namely (i) physical distribution and (ii)
Channels of distribution. Marketing strategies adopted by
John-Massey Ferguson and its dealers : According to Philip Kotler,
a marketing strategy is a consistent appropriate and feasible set
of principles through which a particular company hopes of achieve
its long term customer and profit objectives in particular
competitive environment. A companys marketing strategy have to take
several factors into account including : 1) The companys
competitive size and position in the market. 2) The Companys
resources, objectives and policies. 3) The competitors marketing
strategies. 4) The target markets buying behaviour. 5) The stage of
the product life cycle. 6) The character of the economy.We can gain
further insight into the competitive area by classifying companies
by the role. They play in the market with that of market leader.
Market leader strategies : The Massey Fergusoncompany Ltd. has the
largest sale of tractors. It usually leads the other company in
price changes, new product introduction, distribution coverage and
promotional intensity. The various marketing strategies adopted by
Massey Fergusoncompany and its dealers are explained as below : 1)
Demonstration and free test drive : When the company introduces a
new product in the market, it demonstrates its vehicle to the
customers and provides from test drive, with a view and educate
them at dealer showroom. 2) Free service programme : Free service
coupons are provided with the purchase of new vehicle and if any
parts are damaged with in the guarantee period, they are reported
at free of cost by the dealer. 3) Free checkup campaign : Once or
twice in a year the dealer and service engineers of the company
arrange free checkup campaign and the customers are educated about
the efficient handling of the vehicle. 4) Advertisement : With a
view to create demand for the product in the mind of the customers
and to improve the competitive strength, the company advertises its
vehicles through various media such as T.V., News paper, Magazines,
Sign board etc. 5) Field staff : Dealers will send their field
staff to villages, rural and urban areas to educate the customers
about the uses of vehicle and also takes orders.
Chapter - VI
This chapter deals with the socio-economic characteristics of
the users of Massey FergusonTractors, this is based on Primary Data
which has been collected from 25 respondents in Shimoga city &
surrounding villages. A structured questionnaire was employed to
collect the require date from the users of Massey Fergusontractors.
To make survey analysis more meaningful simple tables and charts
have been used. Following is the survey analysis :-Table 1: Table
showing age of respondents purchase the Tractor.AgeNo. of
respondentsPercentage (%)
20-301248
30-400728
40-500416
50 above0208
Total25100
Analysis Above Table shows that of the respondents, 48% fall in
the age group of 20-30 years, 28% in the age-group of 30-40 years,
16% in the age-group of 40-50 years & 8% in the age-group of 50
years & above.
Table 2 : Classification of respondents based on the education
level. Education LevelNo respondentsPercentage (% age)
S.S.L.C0832
Graduation1248
Post Graduation014
Others0416
Total25100
Analysis From the above table, it can be inferred that out of 25
respondents, 32% were educated upto S.S.LC, 48% were Graduation, 4%
were Post-Graduation & 16% were others.
Table 3 : Classification of the Respondents on the basis of
occupationOccupationNo. of RespondentsPercentage
Farmer1768
Business0520
Profession0208
Employee0104
Total25100
Analysis The above Table shows that 68% of respondents are
farmer, 20% are in business, 8% are professionals & 4% are
employees.
Table 4 : showing the source of information about the
John-Massey Ferguson tractorSource of InformationNo. of
RespondentsPercentage
Advertisements1352
Friends0312
Television0520
Press0416
Total25100
Analysis The above table shows the source of information about
the John-Massey Ferguson tractors. 52% of the respondents came to
know of John-Massey Ferguson Tractor through advertisements, 12%
through their friends, 20% through TV channels and 16% through
press.
Table 5 : Classification of respondents on the basis of factors
influencing the purchase of John-Massey Ferguson
tractor.Influencing TractorNo. of RespondentsPercentage % age
Quality0936
Performance0832
Mileage0520
price0312
Total25100
Analysis Out of surveyed respondents 36% were influenced by the
quality of John-Massey Ferguson tractor. 32% by performance, 20% by
the mileage of John-Massey Ferguson Tractor, 12% by the price of
the John-Massey Ferguson tractor.
Table 6: Showing opinion of Respondents about the price of
John-Massey Ferguson tractor.PriceNo. of Respondents% age
High1144
Low0520
Moderate0936
Total 25100
Analysis Price is the exchange of value for goods & service,
expressed in terms of money. Out of 25 respondents 44% of them
expressed that price of tractor is high, about 20% of them
expressed that the price of vehicle is low and remaining 36% of
them expressed that the price of the vehicle is moderate.
Table 7 : showing respondents opinion about the performance of
John-Massey Ferguson tractor.PerformanceNo. of Respondents% age
Not good0416
Moderate1664
Excellent0520
Total 25100
Analysis
Since tractors are used for agricultural & commercial
purpose, there may be frequent break Down. Out of 25 respondents
16% of them expressed that the performance of John-Massey Ferguson
Tractor is Not good, 64% of them expressed that performance is
moderate & 20% of them expressed that its performance is
excellent.
Table 8 : showing respondents opinion about the service provided
by John-Massey Ferguson company.OpinionNo. of RespondentsPercentage
(%)
Satisfactory1976
Unsatisfactory0624
Total25100
Analysis The above table clearly shows that 76% of respondents
feel satisfied with the service provided by John-Massey Ferguson
company and remaining 24% are unsatisfied with the service provided
by John-Massey Ferguson company.
Table 9 : Showing opinion about price of spare parts.PriceNo. of
RespondentsPercentage (% age)
High1352
Low0728
Moderate0520
Total25100
Analysis
Out of 25 respondents 52% said that the price of spare parts are
high, 28% as Low and 20% as Moderate.
Table 10 : showing respondents opinion about the after sales
service of the company.After sales servicesatisfactoryNo. of
RespondentsPercentage (%)
Yes1976
No0624
Totals25100
Analysis
Buyer always expects better after sales service. Out of 25
respondents 76% of them are satisfied with after sales service of
the company and 24% of them are unsatisfied with after sales
service of the company.
Chapter VIIMajor finding of the survey : 1) Major age group of
respondents is 20-30 years. 2) Most of the respondents are
graduates.3) Major occupation of respondents is agriculture. 4)
Major source of information is advertisement. 5) Major influencing
factor which purchasing Massey Fergusontractor is quality. 6)
Majority of respondents feel that the Massey Fergusontractor is
high.7) Majority of the respondents consider the performance of
Massey FergusonTractor as moderate. 8) Most of the respondents are
satisfied with the service of John Massey FergusonCompany. 9) The
price of Massey FergusonTractor spare parts is high. 10) After sale
service is satisfactory.
On the basis of survey finding it is observed that majority of
customer have expressed their satisfaction about the performance
& outlook, designs of John-Massey Ferguson tractor offered by
John-Massey Ferguson and Company. Some of the respondents have
given suggestion for improvements in the tractors. On the basis of
survey findings the following suggestions are made to John-Massey
Ferguson Company and its dealers.Suggestion :1) Many consumers felt
that the price of John-Massey Ferguson tractors in very high.
Therefore they suggested for a reduction in the price of
John-Massey Ferguson tractors.2) John-Massey Ferguson company
should adopt latest technologies for further improvement of the
fuel efficiency of its tractors.3) The users have complaint
regarding after sale service of the dealers has highly
unsatisfactory, it is suggested that the company should advice the
sealers to render better after sale service to its customers.4) It
has been suggested that to create awareness & popularise its
tractors John-Massey Ferguson company should go for frequent
advertisements in magazines news papers, hoardings and T.V.
advertisements.5) The company should assure ready availability of
spare parts through the dealers.6) The price of spare parts is also
costly as compare to competitors spare parts. Hence it is suggested
that the company provides necessary spares at reasonable prices.7)
The dealers should provide satisfactory services to the customers
of John-Massey Ferguson tractors.
Conclusion :Now we can recall the things discussed in earlier
pages. For last 5 to 6 months many changes have been taken place in
tractor market. This is the conclusion chapter were we have
short-listed all that we have furnished in the preceding
chapters.India is an agricultural country, where 70% population of
the country is engaged in agriculture and thus tractors have
emerged as one of the major requirements of the agricultural
masses.Among major players in the tractor segment, John-Massey
Ferguson has successfully emerged as the market leader in the total
tractor market. With a continuous improvement in its models &
technology, it has earned a good reputation in the every hook &
corner of the country. Apart from this John-Massey Ferguson company
ltd. also export a considerable range of products.In Shimoga city,
the sale of John-Massey Ferguson is increasing at a steady rate.
The credit of which duely goes to the efforts made by the company
and its the dealers giving the best technology product and service
to the prospective customers.In preceding chapter, the various
marketing strategies adopted by John-Massey Ferguson and its
dealers are discussed. These marketing strategies adopted by the
company and its dealer have provided many facilities to the
prospective customers such as Demonstration of vehicle, Free
Service Programme, free check-up campaign, credit facilities etc.
These marketing strategies have helped John-Massey Ferguson and its
dealer in increasing its sales.The survey conducted in Shimoga city
has provided much information and suggestions from the respondents
of the survey, from these information & suggestions, it was
noted that many customers largely prefer John-Massey Ferguson. Some
of the respondents have expressed that after sales service provided
by the dealers is satisfactory, some of them expressed that mileage
must be increased and some of them said that new shape and design
of tractors must be introduced.As Indian farmers are poor, they
dont have adequate finance for purchasing the tractors. So govt.
has introduced many financial institutions for providing loans to
the farmers at low rate of interest and which is boosting the sales
of tractors in the economy.From the above discussions, we can
conclude that John-Massey Ferguson have earned a lot of reputation
in Indian tractor market. It is earning a good income every year.
Large numbers of respondents are satisfied with the performance
& quality of service provided by the John-Massey Ferguson &
its dealer. How ever, further improvement must be made by -Massey
Ferguson to compete with other tractor manufacturing
companiesQUESTIONNAIREDear Respondent, I am a student of final year
B.B.M. in G.F.G. College, Shiralakoppa city. In partial fulfillment
of my course I have undertaken a project work on Marketing Mix
strategy of Massey ferguson with reference to Olikar Agency,
Shimoga I would therefore, be greatful if you kindly spare me a few
minutes to answer the following questions.Thanking you,Yours
sincerely( )1. Name :
________________________________________________ 2. Address :
________________________________________________ 3. Age Group (a)
20-30(b) 30-40(c) 40-50(d) 50 & above4. Qualification (a)
S.S.L.C.(b) Graduation (c) Post-graduation (d) Other, please
specify __________
5. Occupation (a) Farmer (b) Business(c) Profession (d)
Employees6. Do you have any Tractor.(a) Yes (b) No
7. Do you own Massey FergusonTractor . (a) Yes (b) No
8. How did you know about Massey FergusonTractor ?(a)
Advertisements(b) Friends (c) Television (d) Press
9. Which factors influence you to purchase Massey
Fergusontractor ?(a) Quality (b) Performance (c) Mileage (d)
Price
10. What is your opinion about price of Massey Ferguson? (a)
High (b) Low (c) Moderate 11. What is your opinion about
performance of Massey FergusonTractor ?(a) Not Good (b) Moderate
(c) Excellent
12. Do you come across any problem in this tractor ? (a) Yes (b)
No (c) If yes, specify _______________________________________13.
Are you satisfied with Massey FergusonTractor ? (a) Yes (b) No14.
Are you satisfied with the model of Massey Fergusontractor owned by
you ? (a) Good (b) Excellent 15. Are you get satisfied with service
provided with Massey FergusonCompany ? (a) Yes (b) No16. Are you
satisfied with the after sales service of the company ? (a) Yes (b)
No17. Are spare parts easily available at all times ? (a) Yes (b)
No18. Your opinion about the price of spare parts ?(a) Yes (b)
No19. Is the show room easily accessible to you ? (a) Yes (b) No20.
Do you get help from the dealers with regard to selecting of
vehicles ?(a) Yes (b) No
21. Your suggestions about Massey Fergusontractors ?
________________________________________________________
________________________________________________________
________________________________________________________
Place : Date :Signature of Respondent
BIBLIOGRAPHY
1. Communication Encyclopedia Britannica.2. Company
Advertisement3. Company proprietors 4. Internet www.google.com,
www.sharpindiatv.com 5. Company brochures6. Marketing management
Philip Kotler. 7. Marketing management Sontakki.
Government First Grade College Shiralakoppa