Training Report ON "Study On Customer Relationship Management"
Training Report ON "Study On Customer Relationship Management"
Training Report ON "Study On Customer Relationship Management"
ON
"STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT”
Submitted to
MAHARSHI DAYANAND UNIVERSITY, ROHTAK
Submitted by
This is to certify that Ankit Dua, a student of the Maharshi Dayanand University,
Rohtak, has prepared his training report entitled “STUDY ON CUSTOMER RELATIONSHIP
MANAGEMENT” in MARUTI SUZUKI under my guidance. He has fulfilled all
requirements leading to award of the degree of BBA (Industry Integrated). This report is
the record of bonafide training undertaken by him and no part of it has been submitted to
any other University or Educational institution for award of any other
degree/diploma/fellowship or similar titles or prizes.
Miss. Bushra
Coordinator
STUDENT DECLARATION
TO
Ankit Dua
Place: Regn. No. :
CERTIFICATE
This is to certify that Mr. Ankit Dua who is pursuing BBA (industry Integrated) course
of Maharshi Dayanand University, Rohtak, at Ojas Institute of Management has
undergone management training at our organization from
His performance during the training period was found to be good.
CONTENTS:
CHAPTER 1: INTRODUCTION
1.1 General Introduction about the sector
1.2 Industry Profile.
a. Origin and development of the industry.
b. Growth and present status of the industry
c. Future of the Industry.
CHAPTER:2 PROFILE OF THE ORGANIZATION
2.1 Origin of the Organization.
2.2 Growth, development & Present status of the Organization.
2.3 Organization Structure and Organization Chart.
2.4 Product and Service profile of the Organization.
2.5 Market profile of the Organization.
CHAPTER 5: ANALYSIS
5.1 Data Analysis.
5.2 Summary of findings.
APPENDICES
Annexure are like copy of questionnaires, interview schedule.
BIBLOGRAPHY
CHAPTER 1
INTRODUCTION
1.1 General introduction about the sector.
Over a period of more than two decades the Indian Automobile industry has been driving
its own growth through phases. The entry of Suzuki Corporation in Indian passenger car
manufacturing is often pointed as the first sign of India turning to a market economy.
Since then the automobile sector witnessed rapid growth year after year. By late-90's the
industry reached self reliance in engine and component manufacturing from the status of
large scale importer. With comparatively higher rate of economic growth rate index
against that of great global powers, India has become a hub of domestic and exports
business. The automobile sector has been contributing its share to the shining economic
performance of India in the recent years. With the Indian middle class earning
higher per capita income, more people are ready to own private vehicles including cars
and two-wheelers. Product movements and manned services have boosted in the sales of
medium and sized commercial vehicles for passenger and goods transport. Side by side
with fresh vehicle sales growth, the automotive components sector has witnessed big
growth. The domestic auto components consumption has crossed rupees 9000 crores and
an export of one half size of this figure
The Indian automobile industry is going through a technological change where each firm
is engaged in changing its processes and technologies to sustain the competitive
advantage and provide customers with the optimized products and services. Starting from
the two wheelers, trucks, and tractors to the multi utility vehicles, commercial vehicles
and the luxury vehicles, the Indian automobile industry has achieved tremendous amount
of success in the recent years.As per Society of Indian Automobile Manufacturers
(SIAM) the market share of each segment of the industry is as follows:.
India are at their highest levels. The leaders of the Indian automobile sector, such as Tata
Motors, Maruti and Mahindra and Mahindra are leading the exports to Europe, Middle
East and African and Asian markets. The Ministry of Heavy Industries has released the
Automotive Plan 2006-2016, with the motive of making India the most popular
manufacturing hub for automobiles and its components in Asia. The plan focuses on the
removal of all the bottlenecks that are inhibiting its growth in the domestic as well as
international arena.The domestic players as well as the foreign players dominate the
Indian automobile sector. The key players contributing to the growth of the sector are
discussed below.
(1)Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of
Parliament, to meet the growing demand of a personal mode of transport caused by the
lack of an efficient public transport system.
(2)Suzuki Motor Company was chosen from seven prospective partners worldwide. This
was due not only to their undisputed leadership in small cars but also to their
commitment to activelybring to MUL contemporary technology and Japanese
management practices (which had catapulted Japan over USA to the status of the top auto
manufacturing country in the world).
(3)A licence and a Joint Venture agreement was signed between Govt of India
and Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982
The objectives of MUL then were:
Type Public
Industry Automotive
Founded 1981
Products Automobiles
Website www.marutisuzuki.com
2.2) Growth, development & present status of the organization
Our Vision
1) Customer obsession.
2) Fast, Flexible and First mover.
3) Innovation and creativity.
4) Networking and partnership.
5) Openness and learning.
Technological Advantage
1) We have to introduced the superior 16 * 4 hypertech engines across the entire Maruti
Suzuki range. This new technology harnesses the power of a brainy 16-bit computer
to a fuel-efficient 4-value engine to create a optimum engine delivery. This means
every Maruti Suzuki owner gets the ideal combination of power and performance
from his car.
2) Our other innovation has been the introduced of electronic power steering(EPS) in
select models. This result in better and greater maneuverability. In other words our
cars have become even more pleasurable to drive.
Production /R & D
Spread over a sprawling 297 acres with 3 fully-integrated production facilities, the Maruti
Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on an average, two
vehicles roll out of the factory every minute. And it takes on an average, just 14 hours
to make a car. More importantly, with an incredible range of 11 models available in 50
variants, there's a Maruti Suzuki made here to fit every car-buyer's budget. And dream.
PRODUCTION MILESTONES
2004
Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the
highest ever since the company began operations 20 years ago
2003
Production of 4 millionth vehicles. Listed on BSE and NSE after a public issue
oversubscribed 10 times
2002
WagonR Pride
Suzuki Motor Corporation (SMC) increases its stake in Marutito 54.2 percent
2001
Zen LXi
Alto Vxi
Launch of versa
2000
New Alto
IDTR (Institute of Driving Training and Research) launched jointly with the Delhi
government to promote safe driving habits.
1999
Wagon R
1998
1997
1995
1994
1993
Zen(993cc, hatchback Car), which was later exported in Europe and elsewhere as
the Alto
1992
1991
1990
1988
1987
1986
1985
Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)
1984
1983
1982
License and JV agreement signed between Maruti Udyog Ltd. and SMC of Japan
1981
Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies
Act,
1956
2.3) Organization Structure of Maruti
Organization Structure
Managing Director
Shinzo Nakanishi legal & secretary
SRA
Chairman of the Board
R. Bhargava Engineering
KA
Director
Osamu Suzuki sales & marketing
SO
Director
Davinder Brar Managing Executive Officer
IR
Maruti 800 has gone beyond just being a car; it has transformed the lives of millions of
people across the country by bringing the joy of motoring to them.
ALTO Let’s Go
Alto is a great combination of economy, practicality and styling. Its refreshed model
offers smart changes in the interiors. Alto is the largest selling car
in India and globally.
The Alto K10 has an appealing design that is well-complemented with elegant and smart
accessories. The powerful 1litre K-series engine makes the Alto K10 an exhilarating
drive. Thoughtful engineering has made the Alto K10,
a truly eco-friendly car.
With its aerodynamic contours and smooth curves, the Estilo is a perfect combination of
sturdiness and class. The all-new Estilo comes with the K-series engine, Detent Pin
Transmission Technology and cable system that offer smooth gear shifting and great
handling.
Made in India to meet European standards, the A-star symbolises the beginning of a
revolution with its unique aerodynamic styling. Powered by the K-series petrol engine,
the A-star is ELV compliant and ensures maximum recyclability of all parts when they
complete their life span. The A-star is exported to many countries under the brand name
Suzuki Alto and Suzuki Celerio.
RITZ Live the moment
The Ritz combines modern European design, the latest in engine technology and Suzuki's
global expertise in compact cars. It is an exceptional blend of modern design and
practicality with its aerodynamic share and best-in-class headroom and legroom. The
K12M petrol engine and 1.3 litre DDiS diesel engine powering the Ritz are supremely
refined and silent.
With its desirable exteriors and luxurious interiors, the DZire is a car that has everything
one can desire. The car comes with excellent handling and luggage space and a spirited
engine. It has reassuring security features such as dual front airbags, Anti-lock Brakes
System (ABS) and Electronic Brake-force Distribution (EBD).
SX4 Men are back
KIZASHI
Kizashi with its dynamic contours mirrors an athlete in motion and makes a bold and
powerful impression. The fine balance of elegance and sportiness makes it a design
marvel. A product of in-house engineering and designing by Suzuki, it is India's first
sports luxury sedan. Powered by a 2.4 litre engine, the car has upscale interiors and
excellent safety features provided by the eight standard airbags.
Distinctively styled, the third generation Grand Vitara takes three decades of Suzuki SUV
heritage to the next level. The Vitara model first hit the roads in Japan in 1988 as a 3-
door part-time four wheel drive . In its second avatar, the Vitara came armed with a
stylish design, superior engineering and a new name, the Grand Vitara.
OMNI Ab kamyabi se hai sirf omni bhar ka fasla
Omni is truly India's original MPV. Today it is available in five variants, 5 seater, 8
seater, cargo, ambulance and liquefied petroleum gas (LPG). It meets diverse needs
across different user segments and can double up both as a people carrier and a goods
carrier. It is easy on the pocket, yet tough on the job
With superb manoeuvrability, smooth handling and raw energy, packed into a sleek yet
rugged frame, the Gypsy King is the real adventure MUV whether ploughing through dirt
tracks, climbing formidable terrain or making way through city traffic. Maruti Suzuki is
proud to support the operations of the country's defence services with the tailor made
Gypsy King.
The company was first established as National Motor in 1937 in Bupyeong-gu, Incheon,
South Korea. The name was changed to Saenara Motor in November 1962. Saenara was
assembling and selling Datsuns Bluebird P310.[1] Very first automobile company in
Korea, Saenara was equipped with modern assembly facilities, and was established after
the Automobile Industry Promotion Policy was announced by the South Korean
government in 1962.[2] Saenara Motor was then bought by Shinjin Industrial in 1965,
which changed its name to Shinjin Motors after establishing collaborations with Toyota.
After Toyota's withdrawal in 1972, Shinjin Motor started a joint venture with General
Motors under the name General Motors Korea (GMK), but was renamed again in 1976 to
Saehan Motor. GMK shortly sold their Rekord under the GMK marque, together with the
Holden Torana based Chevrolet 1700.
(2) Hindustan Motors Ltd.
(4)Tata Motors
Tata Motors Limited is India's largest automobile company, with consolidated revenues
of USD 14 billion in 2008-09. It is the leader in commercial vehicles and among the top
three in passenger vehicles. Tata Motors has winning products in the compact, midsize
car and utility vehicle segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer with over 24,000
employees. Since first rolled out in 1954, Tata Motors as has produced and sold over 4
million vehicles in India.Tata Motors is the first company from India's engineering sector
to be listed in the New York Stock Exchange (September 2004), has also emerged as an
international automobile company. Through subsidiaries and associate companies, Tata
Motors has operations in the United Kingdom, South Korea, Thailand and Spain. Among
them is Jaguar Land Rover, a business comprising the two British brands which was
acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company,
South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial
Vehicles Company has launched several new products in the Korean market, while also
exporting these products to several international markets. Today two-thirds of heavy
commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata
Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being
expanded in other markets.In 2006, Tata Motors formed a joint venture with the Brazil-
based Marcopolo, a global leader in bodybuilding for buses and coaches to manufacture
fully built buses and coaches for India and select international markets. In 2006, Tata
Motors entered into joint venture with Thonburi Automotive Assembly Plant Company
of Thailand to manufacture and market the company's pickup vehicles in Thailand. The
new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck,
with the Xenon having been launched in Thailand in 2008. Tata Motors is also expanding
its international footprint by franchises and joint ventures assembly operations in Kenya,
Bangladesh, Ukraine, Russia, Senegal and South Africa. With over 3,000 engineers and
scientists, the company's Engineering Research Centre, established in 1966, has enabled
pioneering technologies and products. The company today has R&D centres in Pune,
Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was
Tata Motors, which developed the first indigenously developed Light Commercial
Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully
indigenous passenger car. Within two years of launch, Tata Indica became India's largest
selling car in its segment. In 2005, Tata Motors created a new segment by launching the
Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors
unveiled its People's Car, the Tata Nano, a development which signifies a first for the
global automobile industry. Nano brings the comfort and safety of a car within the reach
of thousands of families. The standard version has been priced at USD 2,200 or
Rs.100,000 (excluding VAT and transportation cost). The Tata Nano has been
subsequently launched as planned, in India in March 2009.
CHAPTER 3
DISCUSSIONS ON TRAINING
3.1) Student Work Profile
1. The present study can be extended to access the present marketing condition of
Indian automobile sector.
2. The study can be used to design a proper product, price, place and promotional
strategy for the market.
3. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
4. The result of marketing success can be interpreted to assess the rate of employee
satisfaction in various departments.
5. This study can be applied to find out an effective distribution channel to enhance
the sale of various products of Maruti motors.
The object of report is not only to focus on competitors but also to get the competitive
position in the national as well as international market through customer satisfaction.
These are as follows.
To discover and translate the needs and desire of customer into products and
services so as to create the demand of the product (through planning and
producing planned product).
To serve the customer through channel of distribution.
To face the keen competition.
To know about the marketing strategies used by Maruti Suzuki..
To know about the marketing strategies of the competitors of Maruti Suzuki
To find out the market share of Maruti Suzuki.
To know where Toyota stands as far as the BCG –matrix models concerned.
Observation
Experiment
Talking with consumers,retailers and distributors.
Secondary Source:
Balance sheet of the company
Company website
YES
24%
YES
NO
NO
76%
INFERENCE:
CUSTOMER SATISFACTION
17%
SATISFIED
DISSATISFIED
83%
INFERENCE:
83% of the Respondents were satisfied with their cars and the services of
MARUTI SUZUKI
However 17% of the Respondents were dissatisfied at the same time.
40
30
20
10
0
TOYOTA HYUNDAI MARUTI HONDA
INFERENCE:
18% of the respondents would prefer to buy a Maruti Suzuki car against its
competitors.
12%
DEALERS
20%
PRINT MEDIA
T.V.
55%
INTERNET
13%
INFERENCE:
Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses.
Rest 25% was shared by T.V. and Dealers for providing the information.
100 78
80
60
40 22
20
0
YES NO
INFERENCE:
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency.
8%
GOOD
10% VERY GOOD
NOT SO GOOD
70% SATISFACTORY
INFERENCE:
70% of the respondents felt that the features of the maruti suzuki are good.
While 8% of respondents thought it was not so good, 10% thought it was very
good and 12% felt satisfactory about the features.
7) THE QUALITIES THAT BEST DESCRIBES MARUTI SUZUKI
INFERENCE:
INFERENCE:
The interiors of maruti suzuki are very good according to 74% of the
respondents.
16% said it was very good, 7% said it was satisfactory and 3% felt it was not so
good.
CAR
WHAT SHOULD BE DONE TO MAKE
MARUTI SUZUKI THE BEST CAR
MAKE IT MORE
15 FUTURISTIC
MAKE IT MORE
10 SPORTY
GIVE IT A RETRO
60 LOOK
15
GIVE IT A
CONCEPT CAR
LOOK
INFERENCE:
To make it the best car in its class it should be made more futuristic
which was felt by 60% of the respondents.
10% wanted it to have a retro look and 15% wanted to give it a concept
car look.
PROVIDED BY
MARUTI SUZUKI.
HAPPY WITH AFTER SALES
SERVICES PROVIDED BY MARUTI SUZUKI
15%
HAPPY
UNHAPPY
85%
INFERENCE:
Overall 85% of the respondents were happy with the after sales service
provided by Maruti Suzuki.
15% were unhappy with maruti suzuki due to poor after sales services
provided by them.
83% of the Respondents were satisfied with their cars and the services of Maruti
Suzuki However 17% of the Respondents were dissatisfied at the same time
18% of the respondents would prefer to buy a Maruti Suzuki car against its
competitors
Information through Internet and Print media accounts for more than half or 75%
of the information shared with the masses. Rest 25% was shared by T.V. and
Dealers for providing the information
78% of the respondents felt that Maruti Suzuki has the most fuel efficiency
70% of the respondents felt that the features of the Maruti Suzuki are good. While
8% of respondents thought it was not so good, 10% thought it was very good and
12% felt satisfactory about the features
Maruti Suzuki is best known for its design & comfort. Then comes Handling and
Fuel Efficiency.
If Maruti Suzuki is made more affordable then it would win more customers, a
theory which was backed by 72% of the respondents.15% and 13% respectively
want cheaper spare parts and more service stations.
To make it the best car in its class it should be made more futuristic which was
felt by 60% of the respondents.15% of the respondents thought it should be made
more sporty.10% wanted it to have a retro look and 15% wanted to give it a
concept car look.
CHAPTER : 6
In the beginning of our training we give our personal introduction and know about
the background of the Maruti Suzuki.
We get knowledge of Maruti Products currently in market.
We get the knowledge about the required documents for Buying a car.
what are the points we should remember at the time of buying a car.
We learn how to give demo to the clients.
6.2 ) Recommendations
Maruti Suzuki should adopt the defensive marketing strategy because as being the
second largest car producer in the international market,
Maruti Suzuki must at the moment carry out a feasibility study for launching a
vehicle in the domestic market where it has models like the Wegonar and alto
amongst others.
Maruti Suzuki should conduct market survey in Indian market for quails in order
to know the perception of Indian consumers.
Maruti Suzuki should adopt an offensive marketing strategy for entering in the big
car segment. This market is dominated by Maruti Suzuki and Hyundai in the
Indian domestic auto market.
Maruti Suzuki must plan out an ideal marketing producing capacity ,becaue it
faces the problem of over and under capacity in case of upturn and downturn of
the market.
.
APPENDICES
QUESTIONNARE
(A )NAME
(B) ADDRESS
(D)INCOME GROUP
(i)YES (ii) NO
Books:
Magazines
Internet:
www.google.com
www.marutisuzuki.com
www.yahoo.com
www.wikipedia.com