Professional Documents
Culture Documents
Declaration
Soumya Patnaik(08DM098) PGDM, (2008-2009) do hereby declare that this project entitled “An
approach to design a Logical MIS Model on maruti Suzuki India ltd ” submitted to Prof.
Babuli Sahu, is a bonafide record of research work done by us, in partial fulfillment of the
requirements for the award of Post Graduate Diploma in Management from the Institute Of
Management & Information Science, Bhubaneswar and has not been published anywhere else
prior to this.
Place: Bhubaneswar
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Maruti Suzuki is one of India's leading automobile manufacturers and the market
leader in the car segment, both in terms of volume of vehicles sold and revenue
earned. Until recently, 18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan. The Indian government held an initial
public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of
India sold its complete share to Indian financial institutions. With this, Govt. of India
no longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto
kei car which at the time was the only modern car available in India, its' only
competitors- the Hindustan Ambassador and Premier Padmini were both around 25
years out of date at that point. Through 2004, Maruti has produced over 5 Million
vehicles. Marutis are sold in India and various several other countries, depending
upon export orders. Models similar to Marutis (but not manufactured by Maruti
Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian
countries.
The company annually exports more than 50,000 cars and has an extremely large
domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004,
was the India's largest selling compact car ever since it was launched in 1983. More
than a million units of this car have been sold worldwide so far. Currently, Maruti
Alto tops the sales charts and Maruti Swift is the largest selling in A2 segment.
Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti"
is commonly used to refer to this compact car model. Till recently the term "Maruti",
in popular Indian culture, was associated to the Maruti 800 model.
Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, has
been the leader of the Indian car market for over two decades.
Its manufacturing facilities are located at two facilities Gurgaon and Manesar south
of New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per
annum. The Manesar facilities, launched in February 2007 comprise a vehicle
assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant
with an annual capacity of 100,000 engines and transmissions. Manesar and
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More than half the cars sold in India are Maruti cars. The company is a subsidiary of
Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest is
owned by the public and financial institutions. It is listed on the Bombay Stock
Exchange and National Stock Exchange in India.
During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In
all, over six million Maruti cars are on Indian roads since the first car was rolled out
on December 14, 1983.
Maruti Suzuki offers 15 models, Maruti 800, Omni,Esteem, Baleno, Alto, Versa, Ritz,
Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift,
Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara is imported
from Japan as a completely built unit (CBU), remaining all models are manufactured
in Maruti Suzuki's Gurgaon Plant.
Suzuki Motor Corporation, the parent company, is a global leader in mini and
compact cars for three decades. Suzuki’s technical superiority lies in its ability to
pack power and performance into a compact, lightweight engine that is clean and
fuel efficient.
The company vouches for customer satisfaction. For its sincere efforts it has been
rated (by customers)first in customer satisfaction among all car makers in India for
nine years in a row in annual survey by J D Power Asia Pacific.
Maruti Suzuki was born as a government company, with Suzuki as a minor partner
to make a people's car for middle class India. Over the years, the product range has
widened, ownership has changed hands and the customer has evolved. What
remains unchanged, then and now, is Maruti’s mission to motorise India.
Pressure started mounting on Indira and Sanjay Gandhi to share the details of the
progress on the Maruti Project. Since country's resources were made available by
mother to her son's pet project. A delegation of Indian technocrats was assigned to
hunt a collaborator for the project. Initial rounds of discussion were held with the
giants of the automobile industry in Japan including Toyota, Nissan and Honda.
Suzuki Motor Corporation was at that time a small player in the four wheeler
automobile sector and had major share in the two wheeler segment. Suzuki's bid
was considered negligible.
In the initial rounds of discussion the giants had their bosses present and in the later
rounds related to the technical discussions executives of these automobile giants
were present. Osamu Suzuki, Chairman and CEO of the company ensured that he
was present in all the rounds of discussion. Osamu in an article writes that it subtly
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massaged their (Indian delegation) egos and also convinced them about the
sincerity of Suzuki's bid. In the initial days Suzuki took all steps to ensure the
government about its sincerity on the project. Suzuki in return received a lot of help
from the government in such matters as import clearances for manufacturing
equipment (against the wishes of the Indian machine tool industry then and its own
socialistic ideology), land purchase at government prices for setting up the factory
Gurgaon and reduced or removal of excise tariffs. This helped Suzuki
conscientiously nurse Maruti through its infancy to become one of its flagship ventu
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Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first
facility is at Gurgaon spread over 300 acres and the other facility is at Manesar,
spread over 600 acres in North India. Maruti Suzuki's facility in Gurgoan houses
three fully integrated plants. While the three plants have a total installed capacity of
350,000 cars per year, several productivity improvements or shop floor Kaizens over
the years have enabled the company to manufacture nearly 700,000 cars/ annum at
the Gurgaon facilities.
The entire facility is equipped with more than 150 robots, out of which 71 have been
developed in-house. More than 50 per cent of our shop floor employees have been
trained in Japan.
Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs
9,000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation.
The next generation `K'engine like all Maruti Suzuki earlier technologies is highly
fuel efficient, while offering the best in refinement and performance.
It will take the engine technology to the next level in India. A-Star is the first car to
be powered by `K' family engine. The forthcoming models will be powered by other
`K' family
The in-line plant layout consisting of Casting, Machining and Assembly processes
has high level of automation, effective material handling and inventory reduction
techniques in place, aimed for high operational efficiency.
The facility employs global manufacturing best practices like cold testing, 100% on
line automated checks to ensure global quality.
Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti
Suzuki India Limited's (MSIL) global ambitions.
At present the plant rolls out World Strategic Models Swift , A-star & SX4 and
DZire.The plant has several in-built systems and mechanisms.
There is a high degree of automation and robotic control in the press shop, weld
shop and paint shop to carry on manufacturing work with acute precision and high
quality.
The plant is designed to be flexible: diverse car models can be made here
conveniently owing to automatic tool changers, centralized
weld control system and numerical control machines that
ensure high quality. The plant at Manesar is the company's
fourth car assembly plant and started with an initial capacity of
100,000 cars per year. This will be scaled up to 300,000 cars
per year by October 2008. Diesel Engine Plant- Suzuki
Powertrain India Limited
Suzuki Powertrain
India Limited the diesel engine plant at Manesar is SMC's & Maruti's first and
perhaps the only plant designed to produce world class diesel engine and
transmissions for cars.
The plant is under a joint venture company, called Suzuki Powertrain India Limited
(SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL.
This facility has an initial capacity to manufacture 100,000 diesel engines a year.
This will be scaled up to 300,000 engines/annum by 2010.
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In an effort to become a complete car company, Maruti has entered the car
insurance business as well. It offers the customer all the advantages of settling
insurance claims directly with any of the company’s authorized dealers.
MARUTI FINANCE
Maruti Finance offers the best finance packages to consumers across the entire
Maruti range. The service is being extended across the country in a phased manner.
Maruti has taken its first steps in the pre-owned car business under the brand name
of Maruti True Value. Using their technological expertise, network support and the
experience they have gained in the last 18 years, the company ensures the
customers gets great value and completes the transaction zero hassles.
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EXTENDED WARRANTY
ANYTIME MARUTI
Maruti Suzuki has also set up state-of-the-art call centers (operational in Delhi,
Gurgaon, Mumbai, Chennai, Bangalore and Hyderabad) Branded Anytime Maruti,
this 24 hour help-line clarifies all doubts and queries regarding Suzuki any time of
the day or night
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Be it the wild outdoors or the urban jungle, the Gypsy King glide by with ease. The
adventurous streak runs through all the gypsy siblings. This 1300 cc off – road
vehicle combines the raw of 80 bhp (at 6000rpm) with superb 4 – wheel drive
maneuverability and a rugged frame (it’s available in both soft and hard top
versions). It’s useful fifth gear, of course, delivers over drive for on – road cruising.
The Omni is truly India’s Original Multipurpose Vehicle. Today it is available in six
avatars – 5 seater, 8 seater, cargo, ambulance, CNG and LPG. It meets diverse
needs across different user segments and can double up both as a people carrier
and a goods carrier. This faithful workhouse is easy on the pocket, yet tough on the
job.
Equipped with twin AC, large sliding doors and flexible seating, the Versa
encourages families and friends to enjoy long drives and gateways together. In spite
of being so spacious, its design allows for easy maneuverability in the city.
The Wagon R’S original tall body design, spaciousness, ergonomically designed
interior and flexible seating all set it apart from other cars. It complements the
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buyers unique personality enables him to live a multi-dimensional life by the sheer
excellence of its engineering and its versatility.
Undoubtedly one of India’s favorite entry – level “C” class vehicles, the esteem is
the perfect combination of power, comfort and economy. It’s also the preferred
choice of rally drivers across the country for its performance and reliability. The
Esteem offers the option of an 85 bhp petrol engine for those who desire power and
a 57 bhp diesel for those who value economy. Not surprisingly, it tops its class in
quality surveys.
The hot looks, sexy interiors, the automatic climate control, the air bags, the power
steering. …………………Moreover, all so affordable. The wait is over. Swift has
entered MUL’s portfolio. What are you waiting for?
A-STAR-STOP @ NOTHING
Powered by state of art 998 cc engine, it’s the best fuel efficient car in its category
with, mileage coming around 20km per liter.
Revolutionary European design, world class “drive by wire” .Most spacious in its
class, Steering mounted audio controls; with maximum ground clearance, high on
safety with dual airbags.
A car having everything you desire stunning looks, luxurious interiors, enough
power to capture your heart. Just slide in desire and take it for a spin. Its sure steal
many of hearts including yours.
Showroom
CUSTOMER APPROCHES Lobby
Manager
Guard
GUARD
Sales
person
Manager,
GM, Sales Customer
sales Care
As we can see from the above pictorial, there are several touch points for a
customer at a dealership. All touch points have their roles and responsibilities
defined. Right from the moment when the guard opens the door of the showroom
and the customer walks in, to the time when the customer drives away with the car
after the delivery process, the customer interacts with several people in the
showroom. It is very important that everybody in the showroom performs to the
best of his/her ability in order to make the customer feel completely satisfied with
the showroom experience.
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PROCESS FLOW
Pre-sales
Sales
Post –sales
Product
Demonstration
Test Drive
In case there are too many Sales cases, a special focus is required to
serve these customers since ultimately, the customers are also the showroom’s
customers and there are suggested ways to handle them.
Pre Delivery Process
The thumb rule says, “ Promise your customers a little less than what you are
capable of delivering and deliver a little more than what you promised to your
customers.” There are certain procedures such as the sales executive should ensure
that the details of his cars planned for delivery should be given to the PDI-in charge
on the previous day, he should act as a single point interface to complete all
formalities and should be present at the time of delivery and actively take part in
the delivery process.
The Delivery Day
This is the time when the dealership has to go an extra mile to ensure a memorable
experience for the customer. There are certain prescribed rules such as each
dealership should have a Vehicle Delivery schedule board such as the following:
A service advisor is called and all operations as per the Delivery Checklist (such as
basic operations, warranty policy & free coupons, feedback forms etc) are
explained. A photograph of the customer along with the vehicle is taken and
delivered to the customer’s residence. The CCM should do a brief ceremony and
hand over the gift/bouquet to the customer. GM/Sales Manager should meet each
customer and thank him/her. Customers are generally inquisitive about the engine,
AC and fuel economy of the vehicle, Warranty and service policy and tips to
maintain their car better. There are formats for the sheets to explain the above
queries.
The delivery timing is also important, as there are instances when customers want
to take delivery of their car only on a particular auspicious day/time. This causes
‘bunching’ of deliveries and the chances of not being able to provide adequate
customer care are high. This affects the SSI score.
The DSE should remember the following points:
PSF should be done in order to get first hand feedback from the customer about the
experience they had during the sales & delivery process.
Before staring the PSF process, there is a PSF sheet for each customer.
The first PSF is obtained within 72 hours. All dissatisfied customers’ PSF sheets
should be flagged with red color flags, customers not contacted with yellow.
Parameter Value
1.
2.
3.
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4.
5.
A second PSF call is made 15 days after the delivery with a suggested script.
The feedback form system is a very important tool to obtain customer’s feedback on
the experience that they had during the purchase of their car. It has a defined
format.
E-mail
Internal Feedback Forms
Direct
Maruti Udyog Limited
Telephone
PSF
Letter
Consumer Forum / Legal Notices
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CCM should get in touch with the customer on the phone &
express regret on the inconvenience faced by the customer
The concerned DSE should visit the customer, hand over the
letter and take satisfaction note from the customer.
Send a copy of the letter & the satisfaction note to MUL and
also file a copy of the same in Customer complaints
Register/File(for complaints received from MARUTI.)
The review of customer care activities is done through morning meetings and
weekly meetings on customer care. The documents that are necessary during the
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weekly review are: PSR related, Internal SSI forms related, MUL related and other
information related.
A week after the delivery, the concerned sales person must fix an appointment with
the customer and visit him along with the service advisor. He should personally
hand over the photographs clicked also the vehicle’s registration certificate and try
to become the customer’s car advisor for life and never lose touch with the
customer.
The hours of operation, outside and insides of the showroom along with reception,
car display area, selling area, customer lounge and delivery area should be taken
care of.
Customer Meets
Marketing Activities:
Marketing is based on target. Maruti gives the targets, which are equally distributed
to the marketing teams. To achieve the targets, different marketing activities are
planned and followed. The targets are easily achieved and to encourage the
employees different incentive schemes are placed like spot incentive, slab
incentives etc.
The following activities are done to achieve the targets:
Road Shows: 2-3 times a month. The marketing personals are involved in the
road shows as per the nomination (one from each team but not more than
four)
Tele-calling
Direct Sales
Personal Reference
Advertisement
Leads from Maruti
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Presently as per the targets, efforts are made in different areas of activity to
capture the data and to generate the leads. Further efforts are made to convert the
leads into prospective customer. This is how effort estimation is done.
Road Shows
Tele-calling
Direct Sales
Personal
Reference
Advertisement
Corporate
Sales
The marketing department is divided into 5 Teams. For all the different marketing
teams, one Team Leader is assigned. The team leaders take care of their team’s
activities and report to the marketing manager that is further reported to the vice
president. The marketing is totally target based and based on targets given by MUL,
the task is distributed to different teams.
The customers are handled by the same personnel from the beginning to the end.
Spot incentive Schemes etc is placed in the system to motivate the employees. The
conversion and Target fulfillment is traced out via the software.
Corporate Sales
The team of four people is actively working for this area. The data is given by Maruti
and the rest is generated by self-effort.
Finance Process:
The executive completes all the formalities related to the Finance and verifies
the documents.
The FI form is filled by the Executive.
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The lobby manager takes care of the customers coming to the showroom.
She asks the purpose of their coming and sends them to the concerned
executive.
Gets the DSA’s forms filled up.
Takes care of the car polishing & showroom decorating.
Updates the magazines regularly.
Records the enquires and distributes them to the concerned persons.
Displays car delivery schedule on daily basis.
Offers test-drive.
Delivery
The daily delivery schedule is displayed on the board. At the time of delivery the discount
detail sheet and delivery checklist is filled to avoid the problems. The barriers in delivery are
bank approval and Client’s personal problems.
Customer Care
The customer feedback is taken after 72 hours of the sale. If any problem exists, the
marketing personal meets the client directly. The problem is sorted out to make the
client satisfied. When the client is satisfied, a letter of satisfaction is got signed by
the client.
To trace the satisfactory level of the customers, customer feedback is taken via
Customer Feedback Form. If the marks in the customer feedback form are less than
7, an apology letter is sent to the client, the problem is sorted out and the client is
treated with a token of gift. When the client is satisfied, a satisfactory note is got
signed by the client.
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The CCM takes care of the complaints and initiates corrective and preventive
actions. The CCM makes the respective person know about the Complaint and when
the problem is solved, the compliant register is updated. The lucky draw system is
placed to encourage the customer to give feedback.
The CCM is responsible for the Delivery Ceremony, sends the snaps of the ceremony
to the clients, and makes the client know about the feedback form. If the client has
any, compliant he can directly meet the director.
Accounts
HR
The HR manager sets the KRA’s for the managers. She is responsible for the
employee details and their training needs. She also monitors the satisfaction level of
the employees.
Training
Maruti arranges the training at several intervals. The training is mandatory for all
the employees. The training schedule of all employees is maintained by the HR
manager.
DMS can keep a record of all enquiries and can generate timely reports whenever
required. At the time of enquiry feeding, it will ask for all required details. After
collecting all information, it can generate a Performa Invoice/Offer Letter for the
customer. DMS not only generates Performa Invoice or allot the enquiries to sales
executives, but it will keep record of the enquiry until and unless the enquiry is not
converted or closed.
DMS generates several reports that help the management as well as the sales team.
It generates reports like enquiry register, booking register, test drive register,
visiting register, pending enquiry register, enquiry lost with reason, per day enquiry
list, closed enquiry register, conversion ratio, expenses per enquiry, target v/s
achievement report (executive wise/overall) and many more that will definitely help
Maruti who believe in customer care and 100% conversion of enquiry.
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o 64 MB RAM
Model Details
Basic Models
As the name itself suggests, the information about all the basic models have to be
entered using this form. An important thing is the availability of the color option.
That means within each & every basic model, there is an option to allow/disallow
the color’s availability. Suppose, if you select the non-metallic option for a particular
basic model then you can see only non-metallic colors to select/deselect in the
model variant detail form.
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Model Variant
To make an entry for a variant model, it is necessary to select its basic model. Now,
you have automatically got the information of the colors availability. If it is
“Metallic” then there you have two frames (one is price detail & the second is colors
detail for the metallic) to specify the information regarding that option. The other
frame (which belongs to non-metallic option) is disabled. If you have allowed both
color types in the color availability box of the Basic Model Master, then you are free
to make entries into the “Metallic” and “Non-Metallic” frames. There are options to
enter sale price, booking price, RTO amount, and insurance amount & handling
charges.
After this, select (put ticks) the colors from the frames that are available with the
model. Only the selected colors will be displayed in the enquiry form with this
model.
There is an option - “Active” - to make you free from the burden to select the
models from the bunch, in the enquiry form. If you select “No”, then the variant
model will not be displayed in the enquiry form, but still it will remain in the
database.
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Accessories Details
In this form, you can specify the details of the accessories and basic models on
which these are applicable. You can specify the rates of the accessories along with
the associated model. According to your selection, you will have the list of
accessories in the booking form with their sale & purchase price. You can change
the price of the accessory in the booking form, which is applicable to that sale only.
Please note that the accessories specified here are free and hence their prices will
not be added in the vehicle’s cost.
Color Details
In this form, you are having the options to add or modify the model colors.
According to your specification of the colors, you will have the list of the colors in
the Model Variant Details form (In Metallic frame you will have the list of the
metallic colors and in Non-Metallic frame you will have the list of the Non-Metallic
colors).
Executive Details
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This form is used to create an executive profile. You can make a new entry as well
as change an existing entry. A photograph of the executive can also be scanned into
the system and can be saved with the profile. A username and password must be
provided if you are making a new entry. This is because DMS considers each
executive as a user with the operator level rights. He has to feed his entries and
alter them on his own. In some companies, the executives may not be directly using
the software. For them, we have provided a User Manager with the help of which
you can create a new user with manager level rights.
Financer Details
In the financer master form, we are maintaining all the information related with the
finance company. Only the company name & the city in which it is situated have to
be entered.
Insurance Details
Here you can maintain the information regarding the insurance companies. Only
insurance company name & its working city are necessary to make the alteration in
to that form.
Status Details
The status details are one of the most important features of AutoSoft. The status
that is being entered defines the exact position of an enquiry. Hence, it is very
important to select an appropriate name for the status, so that it can be self-
defining. The ‘Close’ field is used to determine whether an enquiry with the given
status is active or not. We are providing a list of most commonly used status names
and we think that these may fulfill all your needs. However, in case if you want to
enter or alter a status you can do it with the Status Details form. Some predefined
status is related with report generations are locked from changes. The others can be
altered as your requirement.
Area Details
This form can be used to manage various work areas in your dealership. The
enquiries can be categorized into various areas, so that in future you can pay more
attention on a specific region where your market is strong and maybe you can
arrange a camp in that area.
Mode Details
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There can be various ways through which an enquiry can be made. These are the enquiry
modes, which can be specified using this form. Mode is basically used in the Enquiry Details
form to maintain the customer communication with our company.
Training Details
The strength of any organization is its manpower. Each organization would like to
have executives who are well trained so that they can be more productive. The
vehicle manufacturers conduct several trainings so that they can achieve their
goals. In the Training master form, you can enter the information about the training,
which have been conducted during a particular time period. We are also maintaining
the information regarding the attendance of the executives in a specific training.
That is, how many executives out of the given list have attended the training? With
the help of these training details we are generating various MIS reports. The details
provided here can help the management to find out an efficient person for a special
task. Searching facility is also available, so you can find out the total information of
a particular training with just one click over there.
Offer Details
Transaction Forms
Mainly there are three daily transaction forms available for the users of
DMS. They are:
Enquiries Form
Bookings Form
Apart from these, a target setting option and enquiry allotment option
for the executives is also included in the Daily Transaction Section. Let
us discuss them in detail: -
Enquiry Form:
This form can be used to enter the details of a new enquiry as well as
to update the details of an existing enquiry. As being an enquiry
P a g e | 29
tracking system, this form is the most important input interface. The
details furnished here are displayed in the reports related with the
customers.
After selecting the enquiry from the table, the ‘Enquiry Remarks’ form
is displayed. If you want, you can contact the customer at his contact
number using the dial facility provided in the software itself. You just
have to click on the ‘Call’ button next to the phone number to be
dialed. After contacting the customer you can select a status from the
list and enter some remarks in the ‘Remarks Detail’ table. A contact
mode can also be specified
along with the remarks.
Booking Form:
that he can facilitate from the data. If the birth and marriage dates are
entered, the entries are saved separately to display reminders. A
printed output of the booking form can be obtained by clicking the Print
button.
This form is very useful for those dealerships in which the enquiries are allotted to
different executives in a bulk. All the enquiries are displayed in the table and the
user can allot an enquiry to any other executive. He also can change the area of the
enquiry. Many details apart from the name of the customer are shown in the table,
like model, address etc. so that proper allotment can be made. The existence of this
form has eliminated the need of searching each enquiry through the enquiry form
and changing the executive/area one by one.
Executive Monthly Targets:
The management can set some targets for its working executives, so that they can
be more productive. DMS can help you to set some targets for the executives and
generate several reports to find whether the targets were achieved or not along
with any deviation. There are two different options to set the targets, which are
described below:
Test Drive and Cold Calls Target: With the help of this form, the user can set a
target number of test drives and cold calls (enquiries generated by the executive)
for each executive for a specific month.
Conversion Target: This option opens the monthly planner for the executives.
Using this form the user can set various monthly targets in bookings, accessories,
discount, payout percentage etc. These targets can be set separately for each basic
model. The targets are set for a single booking. An overall finance target can also be
set for each executive. The target achievement reports based on these
information’s helps the management to make a judgments about an executive’s
performance.
Vision
“Equipping MUL with the requisite mindset, knowledge and skills, and enhance the business
value of our associates to sustain our position of leadership and build customer loyalty to MUL”
Objectives
Organization structure
DDVM (MSD)
The Sales Training Department develops new modules along with training
agencies based on market requirements, specific needs identified and
feedback received
Conducting Training
2. Communication:
CD Based E-learning
SAT is now looking at reinforcing classroom training through CD
and E- learning modules. This module would help executives refresh and update
their knowledge they would have gathered in classroom trainings.
P a g e | 35
In order to ensure 100% satisfaction of customers during the sales and delivery
process, certain basic minimum standards have been laid down, which have been
named as “Sales Operation Standards.” These are a set of requirements in terms of
infrastructure and workflow processes that should be met at a dealership. By
adhering to SOS, Maruti have a much higher chance of ensuring customer
satisfaction and hence retention. A satisfied customer is the most valuable asset for
any organization since it is this satisfaction which will decide the customer’s future
intention of the 3Rs i.e. Recommendation, Revisit, and Repurchase; 3 very
important tools which help MUL in increasing their business. Therefore satisfying
customers 100% of the time should be an obsession and is achieved by ensuring
that the SOS are in place all the time.
CEO
GM (Sales)
ORGANISATIONAL STRUCTURE:
Manage
r
Accesso
Manage
ries- Manager Manager
Manage r MI & Manager
r HR
Aamir DSA
Sales
Corporat
Call Sales e Sales
Centre M.
Khan
Manager
Loan
Manag
er Auto
Deliver Loan
y Team Leader
Manag
er
Lobby
Manage
IT r- Sales Sales
Support CCE Vinee Consult Consult Sales Sales
ant ant Consult Consult
Staff ta ant ant
Accessorie
MI staff:
Support staff:
Field s sales
Billing, Service
Execs, staff: Advisor etc.
Telesales Counter
From the above diagram we can analyze that the main problems leading to
customer dissatisfaction are placed on fish bone diagram. The four attribute as
shown above are responsible for their own causes thus known as cause and effect
analysis:
Table 1
Table 2
P a g e | 39
Here we are focusing on critical issues by ranking them in terms of importance and
frequency the problems faced by customers as shown here the major problem is the
price and according to the priority the problems are arranged. Standard Unit of
Measurement and the Time Period is studied. The time period studied is to be of a
reasonable length of time to collect the data. As shown in table one the problems
are arranged in decreasing order so from the graph it is clears that which is a major
problem in customer point of view. Then on the second table we are making a line
chart where cumulative frequencies of the problem occurrence are shown. On the
vertical axis we are taking the cumulative frequency and on the horizontal axis we
are taking the problems faced by the customers in maruti Suzuki.
CONTROL CHART:
Here control charts are used for measuring the CUSTOMER SATISFACTION INDEX
(CSI)
Role of MIS:-
Collection Appropria
of te
Appropria destinatio
te data n
processe
d
Dealer
Processed
Collection
Data D.M.S
Showroo
m
A Appointm Requiremen
Team Persona 2
Public
ent t Corporation
CIS Bank
l visit
B C
1
P a g e | 42
Requirement
Yes
No
2
Order
Booki
ng
Yes No
Sell
Formali
ty
Delivery 1
DMS