TAFE Vs. Mahindra

MAHINDRA & MAHINDRA FARM EQUIPMENT

Introduction (A Timeline)

Established on October 2, 1945. Following Indian independence in 1947, charted a course of product expansion and globalization.

In 1962, formed a joint venture with International Harvester. Gained engineering, tooling and manufacturing know-how from this relationship, developed its first tractor, the B-275. 

Today - the third largest tractor manufacturer in the world, placed ahead of John Deere & Kubota.

The largest tractor manufacturing company in India by its volume.

27th June, 2014 - declared the Second Great Place to Work in manufacturing & production as well as the employer brand category

Received an overall rank of 28 among the Top 100 Great Places to Work across 600 organizations spanning over 20 industries in the same year.

Products and Services offered by Mahindra

Crop Harvesting Solutions Rice Transplanter and farming Solutions Power tiller and sugarcane farming solutions Tractors (Feng Shou, Huanghai Jinma, Swaraj,

Arjun, Bhoomiputra, Sarpanch, Shaan, Yuvraj) Rural Housing financial Services

Samriddhi Samriddhi Centers –

educate Indian farmers about technological inputs and contemporary solutions to farming issues. 

organizes and delivers a comprehensive range of agri-related information, equipment, and services all under one roof. 

provide insurance products,

sell and maintain tractors and implements,

run productivity demo farms and soil and irrigation water testing facilities. 

also deliver knowledge updates on the weather, crops, eradication of pests and diseases, and mandi (agricultural markets) locations and prices. 

155 Samriddhi Centers are spread across farming areas throughout India. 

Unique Selling Proposition

Professionalism: Always sought the best people for the job and given them the freedom and the opportunity to grow. Support innovation and well-reasoned risk taking, but will demand performance.

Good corporate citizenship: Trying to fulfil the needs of the countries they serve. They are not ready to compromise on ethical business standards.

Customer first: They keep up with the ever changing needs of the customer.   

Quality focus: Quality is the key to delivering value for money to customers. Quality is a driving value in our work, in our products and in our interactions with others.     

Dignity of the individual: They value individual dignity, uphold the right to express disagreement and respect the time and efforts of others.  Through their actions, they nurture fairness, trust, and transparency.

Structure of the Organisation

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Corporate Social Responsibility (CSR)

Education: By bringing quality education to more people to build a more tolerant, healthy, just, and connected society.

Environment: Incorporated environmental responsibility, from the zero water waste automobile factory at Chakan to the LEED-certified Mahindra Lifespaces residences. 

Health: Organizing workshops on HIV/AIDS, dental care, and hygiene and run medical camps providing free care. The disaster relief response to the 2008 Bihar floods touched 10,000 lives.

Culture: Help support India’s long heritage of performing and fine arts through film festivals and awards, cultural festivals, and theatre awards. 

Foundations: Creating outreach programs that draw from its core competencies and partner with NGOs to support key initiatives. Efforts are broadly organized around education, health, and the environment.  In all the partnerships, it seeks partnerships with the people it serves and the other stakeholders who contribute to solutions, from local governments to NGOs. 

TRACTOR AND FARM EQUIPMENT LTD. (TAFE)

Introduction to TAFE

Started in 1960 in Chennai TAFE is a part of the Amalgamations Group

based at Chennai, one of India's largest light engineering groups,

Its partnership with AGCO Corporation and the Massey Ferguson brand for 53 years supports its three tractor brands of Massey Ferguson, TAFE and Eicher.

Exports tractors in partnership with AGCO and independently in over 75 countries including developed countries in Europe and the Americas.

TAFE and Eicher In 1949, their manufacture of the first farm

tractor with an engine with air cooling allowed Eicher to rank among the most important manufacturers of tractors.

In 1959, Eicher set up the Eicher Tractor Corporation of India Private Ltd., along with the Goodearth Company of New Delhi, India, and began production in 1960 of Indian-built Eicher  tractors.

At present, It is one of the leading manufacturers of commercial vehicle. It has manufacturing facilities located in Madhya Pradesh, Tamil Nadu, Maharashtra, and Haryana.

In December 1987, Eicher tractors went public and was sold in June 2005 to TAFE.

Products and services offered by TAFE

Tractors (Massey Fergusson, TAFE and Eicher)

Engineering plastics

Hydraulic pumps

Implements, harvesters

Car franchisee dealership

Southern Tea plantations business

Additional services such as product training, service support and parts support.

Unique Selling Proposition

Their products are widely recognized for durability, fuel economy, productivity, ergonomics, safety and easy manoeuvrability.

Fully Networked CAD/ CAE Environment

Virtual Design Development Process

Accelerated Testing setup for various aggregates

Field Load Data Acquisition System

Strain measurement, vibration and noise measurement system

Quality Focus

Structure of the Organisation

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Corporate Social Responsibility (CSR)

Has worked towards impacting society through partnering development efforts.

Involved in the areas of education and health care through the Amalgamations group charities.

Directly involved in this area through partnering with other. TAFE has adopted two villages. All of its plants are covered with greenery and trees.

Green Seal: Products are engineered to meet emission standards prevalent in the concerned market. TAFE is certified under ISO 14001 for its environment management systems and all its plants have in house sewage and emission treatment plants.

Outreach: TAFE partners with institutions offering treatment, support and care to people suffering from terminal illnesses such as cancer.

J Rehab Centre: One of the key elements of TAFE’s CSR strategy is the rehabilitation of the differently abled.

Comparison

It is number one in the tractor market in India.

According to Forbes, Mahindra has more than 50% share in market

It is worldwide across six continents: Mahindra China, Mahindra America, Mahindra Australia

Mahindra Tractors are higher in cost.

Mahindra Tractors are though expensive but are efficient in long run.

Mahindra provide more variety in tractors to customers: Arjun Novo, Swaraj, Bhoomiputra, Feng Shou, Sarpanch, Yuvraj etc.

Mahindra provides facilities and services to customers- Loans, Education etc.

Mahindra concentrates more on rural areas.

After Mahindra it is TAFE which is number two in the market.

According to Forbes, TAFE has more 25% of share in market.

It is also in other countries but scope is not wide as Mahindra.

TAFE Tractors are more cost friendly.

In long run these tractors are not as efficient as Mahindra.

TAFE provides only three brands: Eicher, Massy Fergusson, TAFE.

It provides other facilities like they train farmers and take feedbacks.

TAFE alongwith rural also concentrates in car facilities.

Mahindra TAFE

Thank You…!