SUMMER TRAINING REPORT

ON
CUSTOMER RELATIONSHIP MANAGEMENT
AT
VIPUL MOTORS (PVT) LIMITED

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF

DEGREE OF MASTER OF BUSINESS ADMINISTRATION (MBA)
2015-2017

SUBMITTED TO SUBMITTED BY
HOD
KULDEEP YADUVANSHI
DEPARTMENT OF BUSINESS MANAGEMENT MBA
MVN University 15MS5038

1
 MVN UNIVERSITY, PALWAL
HARYANA, Pin- 121105

DECLARATION

I, KULDEEP YADUVANSHI Class MBA III SEM of MVN University Here by declare
that the project entitled CUSTOMER RELATIONSHIP MANAGEMENT IN VIPUL
MOTORS is an Original work and the same has not been submitted to any other
institution for the award of any other degree. The feasible suggestions have been duly
Incorporated in consultation with the supervisor.

2
INDEX

TOPIC

1 ACKNOWLGEMENT

2 PREFACES

3 INTRODUCTION

4 REVIEW OF LITERATURE

5 COMPANY PROFILE

6 DATA ANALYSIS AND PRESENTATION

7 RECOMMENDATIONS AND CONCLUSION

8 BIBLIOGRAPHY

9 APPENDICES

3
PROJECT REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT IN
PRIVATE DEALERSHIP
VIPUL MOTORS PVT LTD

CONTENTS OF THIS PROJECT: -

1. MANAGING CUSTOMER EXPERIENCE
2. CUSTOMER EXPERIENCE SOLUTIONS
3. QUALITY OF GOOD CUSTOMER SERVICE
4. RULES OF CUSTOMER SERVICE
5. CUSTOMER RELATIONSHIP MANAGEMENT
6. WAYS TO PROVIDE CUSTOMER SERVICE THAT OUTSHINES
YOUR COMPETITORS
7. SECRETS OF GOOD CUSTOMER SERVICE
8. 10 CUSTOMER SERVICE TIPS
9. THE 5 TYPES OF CUSTOMERS

AUTOMOBILE INDUSTRY
1. MARUTI SUZUKI NEWSLETTER
2. INDIAN AUTOMOBILE INDUSTRY
3. SALES FIGURES
4. COMPETITIVE WORD
5. SWOT ANALYSES
6. BEST SELLING CAR
7. MARKETING STATEGIES
8. INNOVATIVE STEPS
9. SCOP OF PASSENGER CAR

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 THESE CONTENETS BASED ON SERVICE STANDARD OF
VIPUL MOTORS SERVICE STATION
1. COMPLETE WORK ALL OF THE WORK REQUEST
2. VEHICLE DELIVERY AT PROMISED DELIVERY TIME
3. WORK DONE RIGHT FIRST TIME
4. EXPLANATION OF WORK PRIOR TO SERVICE
5. ADDRESSED APPROPRIATELY
6. WAITING AREA CLEAN
7. INFORMED WHEN SERVICE WAS COMPLETED
8. SERVICES CHARGES EXPLAINED
9. POST SERVICE FOLLOW-UP (PSF) BY WORKSHOP PERSONNEL
10. TRANSPORTATION PROVIDED
11. ESTIMATE PROVIDED BEFORE SERVICE
12. HOME VISIT BY SERVICE ADVISOR
13. ROAD TEST
14. FINAL INSPECTION

5
 ACKNOWLEDGEMENT

It is a great opportunity for me to work with VIPUL MOTORS PVT LTD

pioneers in the field of stock trading, a part of VIPUL Capital Ltd. I am
extremely grateful to the entire team of VIPUL who have shared their
expertise and knowledge with me and without whom the
Completion of this project would have been virtually impossible.

My sincere gratitude to Mrs. Dhrity who provided

opportunity to work with VIPUL MOTORS PVT Limited as a company
project guide who has provided me with the necessary information and his
valuable suggestion and comments on bringing out this report in the best
possible way.

I am highly indebted to MR MOHNTY KHURANA project guide, who

has provided me the necessary information and his valuable suggestion
and a good support in understanding the basics of the VIPULS easily.

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 PREFACE

The automotive sector is one of the core industries of the Indian economy, whose
prospect is reflective of the economic resilience of the country. Continuous economic
liberalization over the years by the government of India has resulted in making India as
one of the prime business destination for many global automotive players. The
automotive sector in India is growing at around 18 per cent per annum.

Automobile Industry was delicensed in July 1991 with the announcement of the New
Industrial Policy.

With the gradual liberalization of the automobile sector since 1991, the number of
manufacturing facilities in India has grown progressively. At present there are 15
manufacturers of passenger cars & multi utility vehicles, 9 manufacturers of commercial
vehicles, 16 of 2/3 wheelers and 14 of tractors besides 5 manufacturers of engines.

Automotive industry, one of the largest industries in India, has been witnessing
impressive growth during the last two decades. The industry has been able to restructure
itself, absorb newer technology, align itself to the global developments and realize its
potential. This has significantly increased industry contribution to overall industrial
growth in the country. The automobile sector recorded growth of 13.56% in 2006-07.
Vehicle production grew at 8.78% in April-May 2008 over April-May 2007.

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INTRODUCTION

8
COMPANY OVERVIEW

Car market leader Maruti Suzuki sold 764,842 vehicles in 2007-08, the highest ever in
the history of the company. This marked a growth of 13.3 per cent over the previous year.
The company's sales included exports of 53,024 during 2007-08, the highest ever in the
company's history. Exports grew by 34.9 per cent during the year. While strengthening its
leadership in the A2 segment, Maruti Suzuki also attained leadership in the A3 segment
for the year 2008-09. The company sold 49,335 cars in the A3 segment, a whopping
growth of 66.1 per cent over the previous year.

During the quarter, the total number of passenger vehicles grew by 12.99 per cent, with
sales at 3, 48,832 units. In this category, the passenger car segment recorded the highest
growth, of 12.66 per cent at 2, 75,147 units. In June, the total passenger vehicles recorded
a 15.7 per cent jump in sales, with passenger car sales 16.36 per cent higher, at 94,002
units. Maruti grew by 25 per cent with sales at 47,783 units, while Hyundai, the second
largest manufacturer in the segment, recorded a 3.9 per cent dip.

The passenger car segment has grown mainly due to new launches such as SX4, Logan
and Spark, Echo As Maruti is giving a 2 per cent discount on loan rates, consumers are
not impacted, said an analyst from a leading blue-chip securities firm.

The present study of the marketing strategy of the Vipul Motors Maruti Suzuki (Pvt.)
Limited revolves around the following broad objectives, To study the evolution and
growth of the Vipul motors Maruti Suzuki (Pvt.) Limited in the context of the automobile
revolution in India; To study the growth strategy of the Vipul motors Maruti Suzuki (Pvt.)
Limited and the marketing methods followed by it in this regard. To study the small car
revolution in India and the contribution of the Vipul motors Maruti Suzuki (Pvt.) limited
to it.
The study has been carried out using primary as well as secondary sources of
information; the data thus collected were analyzed to achieve some justifiable results.
A market is never saturated with a good product, but it is very quickly saturated with a
bad one. - Henry Ford

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INDIAN AUTOMOBILE INDUSTRY
The automotive industry is one of the largest industries worldwide and in India as well.
The automotive sector is a vital sector for any developed economy. It drives upstream
industries like steel, iron, aluminum, rubber, plastics, glass and electronics, and
downstream industries like advertising and marketing, transport and insurance.

The automotive industry can be divided into five sectors:-

1) Passenger Cars
2) Multi- Utility Vehicles (MUVs)
3) Two- and Three- Vehicles
4) Commercial Vehicles - Light Commercial Vehicles (LCVs) / Medium and Heavy
Commercial Vehicles (MHCVs)
5) Tractors
We will be looking at the Passenger car industry in India.

Despite a head start, the passenger car industry in India has not quite matched up to the
performance of its counterparts in other parts of the world. The primary reason has been
the all-pervasive regulatory atmosphere prevailing till the opening up of the industry in
the mid-1990s. The various layers of legislative Acts sheltered the industry from external
competition for a long time. Moreover, the industry was considered low-priority as cars
were thought of as unaffordable luxury.

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 CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management

(CRM) refers to the methodologies and tools that help businesses manage customer
relationships in an organized way.

For small businesses, customer relationship management includes:

- CRM processes that help identify and target their best customers, generate quality sales
leads, and plan and implement marketing campaigns with clear goals and objectives;

- CRM processes that help form individualized relationships with customers (to improve
customer satisfaction) and provide the highest level of customer service to the most
profitable customers;

- CRM processes that provide employees with the information they need to know their
customers' wants and needs, and build relationships between the company and its
customers.

Customer relationship management tools include software and browser-based

applications that collect and organize information about customers. For instance, as part
of their CRM strategy, a business might use a database of customer information to help
construct a customer satisfaction survey, or decide which new product their customers
might be interested in.

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WAYS TO PROVIDE CUSTOMER SERVICE THAT OUTSHINES
YOUR COMPETITORS

Ways to Provide Customer Service That Outshines Your Competitors

Theres no real secret to getting your customers to come back. All you need to do is
provide customer service that exceeds your customers' expectations and outshines your
competitors' customer service.

Shiny customer Service is service with a capital S, Service that makes your customer
feel special, Service that makes him or her want to come back and do more business with
your company, and recommend your business to his or her friends.

So how can you provide customer Service that shines? Follow this plan to ensure
customer service that will dazzle customers and competitors alike:

Determine what makes what you offer special.

Study the competition. Think about their customer service and the customer service you
provide. What can you offer your customers that are better than the competition? There
are sure to be aspects of your customer Service that you can promote as Special.

Make a list of all these ideas for providing customer service. If you sell a product, and
your competitor doesnt offer it already, perhaps you can offer free local delivery. If you
sell a service, such as bookkeeping or accounting, perhaps you can focus on turnaround
times that are faster than your competitors- providing the good customer service that will
give your business the edge.

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Sometimes providing customer Service that shines will involve expanding your
operations. For instance, you may need to offer to provide your services in customers
homes to outdo the services the competition provides.

Sometimes providing customer Service that shines will involve revamping what youve
always done. If you provide a service that involves giving estimates of the job to be done
beforehand, and youve previously just given estimates to prospective customers orally,
you could stress that you provide an estimate in writing and stick to your written
estimate. Remember, were talking about customer Service here. Lower prices are not
service; theyre just lower prices.

Continue on to the next page to read more ideas for providing customer service that will
help you outshine the customer service your competitors provide.

Now that you have a list of customer service ideas that you might use to provide
customer service that outshines the customer service your competitors provide, it's time
to look at implementing shiny customer service.

Study the customer service ideas on your list and examine their feasibility.

Can you really guarantee that you will always stick to your written estimate or provide a
faster turnaround time than your competitors? If you arent sure, or cant do it, cross it off
your customer service ideas list. Sleep Country Canada's delivery people always wear
their booties; Sears always honors their guarantee. Customer service that shines carries
that same kind of guarantee; its not a sometimes proposition. So only choose what you
can definitely do one hundred percent of the time.

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OBJECTIVES OF THE STUDY

The present study of the Customers Relationship Management of the Maruti Suzuki Vipul
Motors (Pvt.) Limited revolves around the following broad objectives:

To study the evolution and growth of the Maruti Suzuki (Pvt.) Limited
in the context of the automobile revolution in India;
To study the satisfaction level among the customers of the Maruti
Suzuki Vipul Motors (Pvt.) limited and the methods followed by it in
this regard.
To study the relationships and the contribution of the Maruti Suzuki
Vipul Motors (Pvt.) within its customers in India.

SCOPE OF THE STUDY

The project involves the study of the segmentation, positioning and

relationships of Maruti Suzuki Vipul Motors (Pvt.) with the customers in the
market. And what they think about it.

It includes carrying out a survey among customers & the industry people as
well as the retailers. It also involves the devising of repositioning of the
existing brand by some modifications; advertisement should be so made that
the targeted segment comes to know what the car is. How is it better from
others? So, that in near future this car becomes a grand success. Information
regarding the market share, cost factors, promotional strategies and
relationships of the customers etc was collected from primary data sources.

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 RESEARCH METHODOLOGY

Marketing research is the systematic and objective investigation analysis of information

to the identification and solution of any problem in field of marketing very broadly the
function of market research includes description and explanation and evaluation of more
narrowly the function of marketing research within a company is to provide the
information and analytical inputs for effective working.
The purpose of methodology section in the report is to describe the research process that
is followed by doing main part.
The research design plays a pivotal role in the quality and context of data in making any
project report. The type of research design chosen is seen to have a learning on all aspects
of report writing.

SAMPLE DESIGN

Exploratory Research:

Learning about the problem area and beginning to focus on specific areas of study by
discussing the problem with informed sources within the firm (a process often called
situation analysis) and with knowledgeable others outside the firm (the informal
investigation).

One of the important things to do is review the existing situation to determine how things
came to be that way - this is an important part of the Exploratory Research and is one of
the reasons why companies hire outside agencies or the same work did by Summer
Trainees.

Sample size:

Regions of Delhi were covered for the study. I took 150 samples. They were selected by
random sampling method because in this case systematic sampling is not possible since a
person cannot say whether a person is using Maruti Suzuki or not.

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DATA COLLECTION

In this project both primary data as well as secondary data are used.

Primary Research

The primary data will be collected with the help of a structured

interview/questionnaire. These methods will help to analyze the insights of the
dealers, the company officials, competitors and the most important of all the
customers so that a reliable and a valid study can be obtained within a limited time
frame and cost.

Secondary Research

The secondary data will be collected mainly from an intensive research on the World
Wide Web Portals. Also this data would be collected from the study of journals and
periodicals such as The Economic Times, The Mint, Government Statistical Surveys
and Export statistics.

SAMPLING PLAN

The research instrument used was of structural questionnaire. It was formulated after
discussion.

1. Sampling Unit: The unit constituted the people using Maruti Suzuki.

2. Sample Size: The size consists of 150.

3. Sample Procedure: random sampling.

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 REVIEW
OF
LITERATURE

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 A Strategic Analysis
In a study done by Sriram Rajann, ICFAI Business School, Chennai, on the topic 392
Invest or Not to Invest in Customer Relationship Management How Mandatory it is to
Industry Today- CRM strategy is complex. It is more complex than an ERP strategy or a
network strategy. This is because it involves contemporaneously defined customers. It is
6-7 times more expensive to gain a new customer than retain an existing customer-
Harvard Business Review. A 2004 AMR research study found that 28 % of CRM projects
failed to go live. 33% had serious user adoption problems. A 2005 Forrester Research
found that 2/3 of respondents were unhappy with the ease of the use of their CRM
system. More than half of the respondents were not satisfied with their CRM systems
return on investment (ROI)

In a study done by Atish Chattopadhyay, ICFAI Business School, Kolkata,

Kalyan Sengupta, ICFAI Business School, Kolkata, on the topic 400 User Perception of
the Retail Loyalty Programs in the City of Kolkata, India.- Loyalty programs are being
increasingly used as CRM tactics. Recent studies have questioned the fate of loyalty
programs. This study explored the user perception of various retail loyalty programs in
Kolkata, through a consumer survey. It was observed that retailers need to have a clear
insight of shopper expectations while designing a loyalty program and the relative
importance of various factors which makes the loyalty program successful. The current
research addresses the issue of identifying the factors which are critical to the success of
a retail loyalty program in the Indian context.

In a study done by Vipin Agrawal, Jaipuria Institute of Management, vashu2005 Nikhil

Garg, Jaipuria Institute Of management, on the topic 496 Making Indian Automobile
Industry Competitive through Joint Ventures.July 1991 is definitely the most recalled
period for the Indian automobile sector. It not only laid the foundation for opening up of
the economy, it was responsible for a major turn-around in the automobile sector. In
1991, foreign investment upto 51% was allowed in the automobile sector and the
components industry, but not for the motor cars which was de-licensed in 1993. Hence

18
the car segment flourished thereafter with only one major exit of Daewoo due to external
reasons. If we look closely in the car segment the majority of sales was due to the Maruti
Udyog Limited (MUL) and later on grabbed by Hyundai, Telco and Daewoo in due
course of time. All others can be called as under performers or niche players. It is very
obvious that two of these players are sole ventures while other two are JVs. So a question
for discussion evolves asking whether competitiveness enhance by making the Joint
Ventures in Automobile Sector. The Present paper is an effort to find the answer of this
question with specific emphasize on Maruti Suzuki.

MANAGING CUSTOMER EXPERIENCE IN VIPUL MOTORS

Managing Customer Experience:

Customer experience is the new innovation frontier for business. Companies are
focusing on the importance of the experience and, as Jeananne Rae notes, realizing
that building great consumer experiences is a complex enterprise, involving strategy,
integration of technology, orchestrating business models, brand management and
CEO commitment. (2006) An Enterprise Feedback Management (EFM) system can
be used to collect value feedback from customers. Microsofts Customer Experience
Improvement Program gives all of its customers the opportunity to provide input into
the design and development of its products. The program collects feedback on how
customers use Microsoft programs and problems they have encountered. The end
results are software improvements to better meet customer needs.

QUALITY OF GOOD CUSTOMER SERVICE IN VIPUL MOTORS

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Good customer service is the lifeblood of any business. You can offer promotions and
slash prices to bring in as many new customers as you want, but unless you can get some
of those customers to come back, your business wont be profitable for long.

Good customer service is all about bringing customers back. And about sending them
away happy happy enough to pass positive feedback about your business along to
others, who may then try the product or service you offer for themselves and in their turn
become repeat customers.

If youre a good salesperson, you can sell anything to anyone once. But it will be your
approach to customer service that determines whether or not youll ever be able to sell
that person anything else. The essence of good customer service is forming a relationship
with customers a relationship that that individual customer feels that he would like to
pursue.

How do you go about forming such a relationship? By remembering the one true secret of
good customer service and acting accordingly; You will be judged by what you do, not
what you say.

I know this verges on the kind of statement thats often seen on a sampler, but providing
good customer service IS a simple thing. If you truly want to have good customer service,
all you have to do is ensure that your business consistently does these things:

RULES OF CUSTOMER SERVICE IN VIPUL MOTORS

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1) Answer your phone.

Get call forwarding. Or an answering service. Hire staff if you need to. But make sure
that someone is picking up the phone when someone calls your business. (Notice I say
someone. People who call want to talk to a live person, not a fake recorded robot.)

2) Dont make promises unless you WILL keep them.

Not plan to keep them. Will keep them. Reliability is one of the keys to any good
relationship, and good customer service is no exception. If you say, Your new bedroom
furniture will be delivered on Tuesday, make sure it is delivered on Tuesday. Otherwise,
dont say it. The same rule applies to client appointments, deadlines, etc.. Think before
you give any promise because nothing annoys customers more than a broken one.

3) Listen to your customers.

Is there anything more exasperating than telling someone what you want or what your
problem is and then discovering that that person hasnt been paying attention and needs
to have it explained again? From a customers point of view, I doubt it. Can the sales
pitches and the product babble. Let your customer talk and show him that you are
listening by making the appropriate responses, such as suggesting how to solve the
problem.

4) Deal with complaints.

No one likes hearing complaints, and many of us have developed a reflex shrug, saying,
You cant please all the people all the time. Maybe not, but if you give the complaint
your attention, you may be able to please this one person this one time - and position your
business to reap the benefits of good customer service.

5) Be helpful - even if theres no immediate profit in it.

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The other day I popped into a local watch shop because I had lost the small piece that
clips the pieces of my watchband together. When I explained the problem, the proprietor
said that he thought he might have one lying around. He found it, attached it to my
watchband and charged me nothing! Where do you think Ill go when I need a new
watchband or even a new watch? And how many people do you think Ive told this story
to?

6) Train your staff (if you have any) to be ALWAYS helpful, courteous, and
knowledgeable.

Do it yourself or hire someone to train them. Talk to them about good customer service
and what it is (and isnt) regularly. Most importantly, give every member of your staff
enough information and power to make those small customer-pleasing decisions, so he
never has to say, I dont know, but so-and-so will be back at...

7) Take the extra step.

For instance, if someone walks into your store and asks you to help them find something,
dont just say, its in Aisle 3. Lead the customer to the item. Better yet, wait and see if
he has questions about it, or further needs. Whatever the extra step may be, if you want to
provide good customer service, take it. They may not say so to you, but people notice
when people make an extra effort and will tell other people.

8) Throw in something extra.

Whether its a coupon for a future discount, additional information on how to use the
product, or a genuine smile, people love to get more than they thought they were getting.
And dont think that a gesture has to be large to be effective. The local art framer that we
use attaches a package of picture hangers to every picture he frames. A small thing, but so
appreciated.

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If you apply these eight simple rules consistently, your business will become known for
its good customer service. And the best part? The irony of good customer service is that
over time it will bring in more new customers than promotions and price slashing ever
did!

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COMPANY PROFILE

24
 CUSTOMER SERVICE TIPS IN VIPUL MOTORS

Customer Service Tips:-

The People aspect of business is really what it is all about? Rule #1: Think of customers
as individuals. Once we think that way, we realize our business is our customer, not our
product or services. Putting all the focus on the merchandise in our store, or the services
our corporation offers, leaves out the most important component: each individual
customer.

Keeping those individual customers in mind, here are some easy, down-home customer
service tips to keep me coming back!

Remember there is no way that the quality of customer service can exceed
the quality of the people who provide it. Think you can get by paying the
lowest wage, giving the fewest of benefits, doing the least training for your
employees? It will show. Companies don't help customers... people do.

Realize that your people will treat your customer the way they are
treated. Employees take their cue from management. Do you greet your
employees enthusiastically each day; are you polite in your dealings with
them; do you try to accommodate their requests; do you listen to them when
they speak? Consistent rude customer service is a reflection not as much on
the employee as on management.

Do you know who your customers are? If a regular customer came in to

your facility, would you recognize them? Could you call them by name? All of
us like to feel important; calling someone by name is a simple way to do it and
lets them know you value them as customers.

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Recently I signed on with a new fitness center. I had been a member of another one for
the past ten years, renewing my membership every six months when the notice arrived. I
had been thinking about changing, joining the one nearer my home and with more state-
of-the-art equipment. So when the renewal notice came, I didnt renew. That was eight
months ago. Was I contacted by the fitness center and asked why I did not renew? Did
anyone telephone me to find out why an established customer was no longer a member or
to tell me they missed me? No and No. My guess is they dont even know they lost a
long-time customer, and apparently wouldnt care.

Do your customers know who you are? If they see you, would they recognize
you? Could they call you by name? A visible management is an asset. At the
Piccadilly Cafeteria chain, the pictures of the manager and the assistant manager
are posted on a wall at the food selection line and it is a policy that the managers
office is placed only a few feet from the cashier's stand at the end of that line, in
full view of the customers, and with the door kept open. The manager is easily
accessible and there is no doubt about "who's in charge here". You have only to
beckon to get a manager at your table to talk with you.

For good customer service, go the extra mile. Include a thank-you note in a
customer's package; send a birthday card; clip the article when you see their name
or photo in print; write a congratulatory note when they get a promotion. There
are all sorts of ways for you to keep in touch with your customers and bring them
closer to you.

Are your customers greeted when they walk in the door or at least within 30-
40 seconds upon entering? Is it possible they could come in, look around, and go
out without ever having their presence acknowledged? It is ironic it took a
discount merchant known for price, not service, to teach the retail world the
importance of greeting customers at the door. Could it be thats because Sam
Walton knew this simple but important gesture is a matter of respect, of saying

26
 "we appreciate your coming in," having nothing to do with the price of
merchandise?

Give customers the benefit of the doubt. Proving to him why hes wrong and
youre right isnt worth losing a customer over. You will never win an argument
with a customer, and you should never, ever put a customer in that position.

If a customer makes a request for something special, do everything you can

to say yes. The fact that a customer cared enough to ask is all you need to know in
trying to accommodate her. It may be an exception from your customer service
policy, but (if it isnt illegal) try to do it. Remember you are just making one
exception for one customer, not making new policy. Mr. Marshall Field was right-
on in his famous statement: "Give the lady what she wants."

Are your customer service associates properly trained in how to handle a

customer complaint or an irate person? Give them guidelines for what to say
and do in every conceivable case. People on the frontline of a situation play the
most critical role in your customers experience. Make sure they know what to do
and say to make that customers experience a positive, pleasant one.

Want to know what your customers think of your company? Ask them!
Compose a "How're We Doing?" card and leave it at the exit or register stand, or
include it in their next statement. Keep it short and simple. Ask things like: what it
is they like; what they dont like; what they would change; what you could do
better; about their latest experience there, etc. To ensure the customer sends it in,
have it pre-stamped. And if the customer has given their name and address, be
sure to acknowledge receipt of the card.

27
MARUTI SUZUKI NEWSLETTER
MARUTI SUZUKI NEWS

GREEN AWARD:
We bagged the 'Golden Peacock Eco-Innovation Award' for adopting environment
friendly technology in our products and processes. We were felicitated with this award for
reduction in the green house gas emissions through the initiatives undertaken last year -
first the company launched K-series engines that are ready for future emission norms,
secondly the use of specially designed double-decker railway rakes for dispatching cars
as opposed to the conventional use of trailers. This is one of its kind initiatives in India,
which helps, in transporting cars in highly efficient manner, at much lower costs and
impact on environment.

SAFE CONVENTION:
We participated in the SAFE Annual Convention at Hyderabad organised by the Society
of Indian Automobile Manufacturers in June. The theme this year was Safety through
Enforcement and Inspection & Certification. Our Maruti Driving School team also
organised Road Safety Awareness programmes in several schools in the city .The
programme received an overwhelming response with the participation of over 800
students. The Additional Commissioner of Transport Mr. CLN Gandhi graced the
occasion at one of the school and interacted with children on road safety.

MARUTIAN STANDING TALL:

Maruti Suzuki team won the National Champions title in the National Competition for
Business Management Simulations of 2009. The team comprised of Tarun Gandhi,
Vaibhav Sharma and Harish Kothari from the Spare Parts Division. There were over 100

28
teams participated from various companies such as ONGC, NTPC, GAIL, Oracle, Hero
Honda, HPCL, Aditya Birla, Infosys and many more. The team also won the North
Region Prelims and North Region Finals before winning the National Grand Finale.

The automotive sector is one of the core industries of the Indian economy, whose
prospect is reflective of the economic resilience of the country. Continuous economic
liberalization over the years by the government of India has resulted in making India as

one of the prime business destination for many global automotive players. The
automotive sector in India is growing at around 18 per cent per annum. Automobile
Industry was delicensed in July 1991 with the announcement of the New Industrial
Policy.

With the gradual liberalization of the automobile sector since 1991, the number of
manufacturing facilities in India has grown progressively. At present there are 15
manufacturers of passenger cars & multi utility vehicles, 9 manufacturers of commercial
vehicles, 16 of 2/3 wheelers and 14 of tractors besides 5 manufacturers of engines.

Automotive industry, one of the largest industries in India, has been witnessing
impressive growth during the last two decades. The industry has been able to restructure
itself, absorb newer technology, align itself to the global developments and realize its
potential. This has significantly increased industry contribution to overall industrial
growth in the country. The automobile sector recorded growth of 13.56% in 2006-07.
Vehicle production grew at 8.78% in April-May 2008 over April-May 2007

Indian automobile industry has grown leaps and bounds since 1898, a time when a car
had touched the Indian streets for the first time. At present it holds a promising tenth
position in the entire world with being # 2 in two wheelers and # 4 in commercial
vehicles. Withstanding a growth rate of 18% per annum and an annual production of
more than 2 million units, it may not be an exaggeration to say that this industry in the
coming years will soon touch a figure of 10 million units per year.

High degree of correlation between per

capita income and demand for cars,
increase in number of people crossing the 29
income threshold, and changing
customer profile.
 A mature used car
market would
High degree of
encourage customers
correlation
to trade in their cars
between damand
faster, eat into their
for cars and
share of new cars.
economic growth.

Car Demand

CUSTOMER LOUNGE FEEDBACK FORM

Availability
Dear customer, of new
models.
Thank you for getting your car serviced at our workshop. We would like to knowCentral Governments
your valuable feedback on
Autopolicy.
facilities availed by you in our customer lounge. Please spare a few moments to answer the following as it
will help us in improving our services and making your next visit a more enjoyable one.

Please put a mark () in the appropriate box.

1. Were you offered tea/coffee and snacks in the customer lounge?
a) Yes b) No
Availability of
2. Was the ac cooling properCompetitive
in the customer lounge?
cheap finance.
a) Yes pricing. b) No
3. Were adequate reading materials like newspapers, Magazines available in the customer lounge?
a) Yes b) No
4. Was the television in the customer lounge working?
a) Yes b) No
5. Was the customer lounge clean?
a) Yes b) No
6. Was the sitting arrangement enough and comfortable in the customer lounge?
a) Yes b) No
7. How do you rate the customer lounge in terms of cleanliness, comfort 7 amenities?

Unacceptable Average Good Excellent

Suggestion:
.
Name..
Date..
30
Regn No..Contact Phone
No..
INFORMED WHEN SERVICE WAS COMPLETED

OBJECTIVE:

To ensure that the customer is informed when the vehicle is ready for delivery

METHODOLOGY
After the technician attends to the demanded repairs the technical advisor to
confirm whether the defects have been resolved shall do a road test. After
completion of road test by the technical advisor and final inspection by final.
Inspector the vehicle should be handed over to the washing supervisor. The
washing supervisor shall get the vehicle thoroughly washed. The job card shall be
closed by the supervisor and handed over to the front office staff, who shall
prepare Performa invoice
The front office staff shall inform customers for vehicle readiness and delivery
time. The details of the calls made to customers shall be maintained in the
informed when service was complete register
The customer should also be informed through SMS

RECORDS
Entry of details of customers who have been informed when service was
complete
1. Percentage of customer informed after service completed
Dear Sir, your
vehicle is
ready for
delivery

31
INFORMED WHEN SERVICE WAS COMPLETE REGISTER

S no Vehicle registration Vehicle ready time Customer Sign of front remarks

no informed office staff
time

Summary:
S no Activity Value
1 Total vehicle received
2 Total number of customers informed after
service complete
3 Total number of vehicle delivered

4 % of customers informed after service

completed

32
 Performa invoice
Service parts bill
Party:
Name: POST SERVICE FOLLOW-UP (PSF) BY WORKSHOP PERSONNEL
Address:
Phone:
Vehicle no:

S Part no Part name Applicable Qty Price Total price

no tax
1
2
3
4
5
6
7
8
9
10
Total (parts)
11
12 Labors and
13 services

Tin no:
Grand total (parts+labour)
Taxes

33
POST SERVICE FOLLOW-UP (PSF) BY WORKSHOP
PERSONNEL

OBJECTIVE:
To ensure that the post service follow up (PSF) done by the workshop personnel is
complete, and to identify customers dissatisfied with the services provided by the
workshop and follow up for effective resolution of the customer complaint.

Dear sir, good

morning can I
take few minutes?

PSF

METHODOLOGY:

Post service follow up with customer should be done as per talking

points mentioned in
Post service follow with the customer by service advisor on 3 rd day form the date of
service.
Post service follow with the customer by customer care executive on 6 th day form the date
of service
One month regular follow up with A+ customer in JDP cities by customer care executive
this post service follow up is 30 days from the date of service
The data of dissatisfied customers transferred in to the PSF dissatisfied
complaint status register shall be analyzed for the cause of their
dissatisfaction.

34
If the cause for dissatisfaction is non technical then the service advisor/ customer care
executive should offer proper explanation to the customer.
If the cause for dissatisfaction is technical and can be resolved through home visit then
the vehicle should be arranged to be picked form the customers premises or an
appointment should be taken form the customer should be taken form customer for
visiting the workshop along with the vehicle.

35
DATA ANALYSIS AND PRESENTATION

36
Question 1. Does Vipul Motors maintains consistency in its services ?

Views No. of persons

Yes 43
No 7

This question shows whether Vipul Motors maintains consistency in its services.
86% of the persons surveyed agreed that Vipul Motors maintains consistency in its
services while 14% disagreed.

37
Question 2. Are you satisfied with the prices charged by Vipul Motors?

Views No. of persons

Very satisfied 9
Satisfied 35
Not satisfied 6

This question deals with the pricing of Vipul Motors products.

Out of 50 persons surveyed, 35 are satisfied with the prices charged, 9 are very
satisfied and 6 are not satisfied.

Question 3. Do you find the promotional measures adopted by Vipul Motors are
effective?

38
Views No. of persons
Very effective 7
Effective 27
Not effective 16

This question deals with whether the promotional measures adopted by Vipul Motors
are effective or not.
Out of 50 persons surveyed 7 persons find it very effective, 27 persons found it
effective while 16 persons doesnt find it effective.

Question 4. What recommendations do you wish to suggest to Vipul Motors...?

39
Recommendations No. of persons
Include more variety 32
Reduce prices 6
Better advertising and promotion 5
Improve quality 7

This question gives out the suggestions to increase its sales.

Out of 50 persons surveyed 32 persons suggested that Vipul Motors must include
more variety, 6 persons suggested to reduce prices, 5 suggested to adopt better
advertising and promotion measures and 7 suggested to improve quality.

Question 5. How would you describe your visiting experience at Vipul Motors?

Excellent 4
Very good 17
Good 25

40
Poor 4

This question describes the visiting experience at Vipul Motors.

Out of 50 persons surveyed 4 describe their visiting experience as excellent, 17 as
very good, 25 as good and 4 as poor.

80 75
72 71
70

60
51
50
Question 6: How did you get attracted to Maruti Car that you are having at present?
40
31
30 26

20

10

0
Looks Fuel Low Reliability Least High price
41
econom y maintance physical
cost effort car
 10
20
30
40
50
60
70
80

0
Question: Things
Fuel efficiency

68
Looks

71
Low
m aintenance

75
cost

Reliability
(less chances
of

69
breakdow n)

Least physical

that you looked while purchasing a car?

effects

33
Low price

32

42
 Question: Which are the products of the company that are favorite among the
customers? Please give the reasons as you think.
55 percent --------------------- Quality based
30 percent ---------------------Economical/ Cheap
06 percent ---------------------- Branded
09 percent ------------------------ Do not know /Can not say

43
44
RECOMMENDATIONS &

CONCLUSION

45
Recommendations

SWOT Analysis:

A scan of the internal and external environment is an important part of the strategic
planning process. Environmental factors internal to the firm usually can be classified as
strengths (S) or weaknesses (W), and those external to the firm can be classified as
opportunities (O) or threats (T). Such an analysis of the strategic environment is referred
to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm's resources
and capabilities to the competitive environment in which it operates. As such, it is
instrumental in strategy formulation and selection. The following diagram shows how a
SWOT analysis fits into an environmental scan:

SWOT Analysis Framework

Environmental Scan
/ \
Internal Analysis External Analysis
/\ /\
Strengths Weaknesses Opportunities Threats
|
SWOT Matrix

Strengths

46
A firm's strengths are its resources and capabilities that can be used as a basis for
developing a competitive advantage. Examples of such strengths include:

patents
strong brand names
good reputation among customers
cost advantages from proprietary know-how
exclusive access to high grade natural resources
favorable access to distribution networks

Weaknesses

The absence of certain strengths may be viewed as a weakness. For example, each of the
following may be considered weaknesses:

lack of patent protection

a weak brand name
poor reputation among customers
high cost structure
lack of access to the best natural resources
lack of access to key distribution channels

In some cases, a weakness may be the flip side of a strength. Take the case in which a
firm has a large amount of manufacturing capacity. While this capacity may be
considered a strength that competitors do not share, it also may be a considered a
weakness if the large investment in manufacturing capacity prevents the firm from
reacting quickly to changes in the strategic environment.

47
Opportunities

The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such opportunities include:

an unfulfilled customer need

arrival of new technologies
loosening of regulations
removal of international trade barriers

Threats

Changes in the external environmental also may present threats to the firm. Some
examples of such threats include:

shifts in consumer tastes away from the firm's products

emergence of substitute products
new regulations

increased trade barriers

The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may
have a better chance at developing a competitive advantage by identifying a fit between
the firm's strengths and upcoming opportunities. In some cases, the firm can overcome a
weakness in order to prepare itself to pursue a compelling opportunity.

To develop strategies that take into account the SWOT profile, a matrix of these factors
can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below:

48
SWOT / TOWS Matrix

Strengths Weaknesses

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

S-O strategies pursue opportunities that are a good fit to the company's
strengths.
W-O strategies overcome weaknesses to pursue opportunities.

S-T strategies identify ways that the firm can use its strengths to reduce
its vulnerability to external threats.

W-T strategies establish a defensive plan to prevent the firm's weaknesses

from making it highly susceptible to external threats.

SWOT analysis of Hyundai Motors:

Strengths

Strong domestic market

Good quality
Cheap labor costs
Production facilities.
Weaknesses
Design

49
 No luxury cars

No innovations

Opportunities
Cost reduction

Diversification

Cheaper cars

European and African market

Threats:

Competitors from Germany, Japan.

Threat from local companies.
10yrs warranty in USA.

SWOT analysis of Tata Motors:

Strengths

Strong market position

Strong revenue growth
Research and Development
Weaknesses
Dependent on vendors

Over dependence on Indian market

50
 Opportunities
Road development

Territorial expansion

Car penetration in India

Threats
Global competition

Government regulations

Diesel fuel issues

SWOT analysis of Honda Motors:

Strengths

Quality
Reliable
Performance-oriented
Tends to be on the cutting edge of automotive technology.
Weaknesses
Weaker brand image

Declining operating margins

Market share is threatened by huge lineups from Toyota and Nissan.

Opportunities
Interest in environment friendly vehicles

51
 Major Player in the emerging markets (BRIC countries).

Threats
Rising oil and raw material prices in the world market can lead to
decreased demand for automotive vehicles.

In addition, increased costs have led to decreased consumer spending and

the competitive rivalry is very high in this industry.

Conclusion

SWOT analysis of Maruti Suzuki:

Strengths

Established distribution and after sales networks

Understanding of the Indian market and ability to liaison with the
government.
Ability to design products with differentiating features
Brand image
Experience and know-how in technology.
Weaknesses
Lack of experience with foreign market

Heavy import tariffs

52
 Opportunities
Government subsidies

Tax benefits

Foreign collaboration

Increased purchasing power of Indian middleclass category

Threats
Threats from Chinese manufacturers

Indian as well as foreign competitors.

SWOT analysis of General Motors:

Strengths

Size and market share

Technology potential
New leadership
Quality improvement and perception thereof
Model acceptance has improved
Benefits derived from a new strategy - structure apporach and relationship.

Weaknesses
Failure to make technological work

Too Much Vertical Integration

Bureaucratic Culture

53
 Relationship With UAW

Relationship Of Strategy To Structure

Product Design Problems - Public Acceptance And Reduction Of Cycle

Time

Market Share And Profitability

Negative Effects Of Downsizing

Still Much To Learn About Lean Production - High Cost Producer

Hughes Aircraft Situation

Opportunities
Use of knowledge gained from saturn experince and toyota (nummi) joint
venture.

Expansion of their global presence - their own european model operaton

as an example.

Continue to build on the newfound customer confidence.

Changing consumer demand for new model types and styles - expansion
and leadership.

Threats
Domestic and foreign competition

U.S. federal legislation and regulation

Consumer lawsuits

54
 Foreign legislation and regulation

Declining quality of the infrastructure in this country

Declining value of Japanese yen

55
 APPENDICES

Questionnaire

Question 1. Does Vipul Motors maintain consistency in its services?

a) Yes
b) No

Question 2. Are you satisfied with the prices charged by Vipul Motors?
a) Very satisfied
b) Satisfied
c) Not satisfied

56
Question 3. Do you find the promotional measures adopted by Vipul Motors are
effective?
a) Very effective
b) Effective
c) Not effective

Question 4: Things that you looked while purchasing a car?

a) Fuel efficiency
b) Low cost
c) Looks
d) Low price

Question 5. What recommendations do you wish to suggest to Vipul Motors...?

a) Recommendations
b) Include more variety
c) Reduces price
d) Better adv.
e) Improve quality

Question 6. How would you describe your visiting experience at Vipul Motors?

a) Excellent
b) Very good
c) Good
d). Poor

57
Question 7: How did you get attracted to Maruti Car that you are having at
present?
a) Looks

b) Fuel economy

c) Least physical efforts

d) Reliability

e) High price

f) Low Maintenance cost

Question 8: Which are the products of the company that are favorite among the
customers? Please give the reasons as you think.
a) Quality based

b) Do not know /can not say

c) Branded

d) Economical/ Cheap

58
 BIBLIOGRAPY

Websites:

www.vipul motors.com

www.valueresearchonline.com

www yahoo.com

www.morningstar.com

www.yahoofinance.com

www.theeconomictimes.com

Newspapers, Journals & Magazines

Business World
The Economist
Economic Times
Auto car Indias

59
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