Abhijeet's Summer Training Report Final

8/10/2019 Abhijeet's Summer Training Report Final

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CHAPTER-1

INTRODUCTION

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PURPOSE OF THE STUDY

In todays intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market focused and customer

centric is more critical than any other time in past. It is highly imperative for every

organization to retain and use valuable information about their customer to enhance their

business strategies and product and service offerings. Today, the key focus area of much

organization is identification of a link beteen customer satisfaction and performance.

!oever, satisfaction as the confirmation of expectation has started to be conceptualizing

almost as a threshold for customers. The delivery of satisfaction is the minimum the customer

expects.This pro"ect is totally focusing on the market potential of maruti ltd hich describe the total

level of sale achievable in the market. Today every firm is facing the situation of cut throat

competition. #o it becomes very important for every firm to promote its product otherise it

cannot survive in the market. These techni$ues are used in the marketing of product in the last

stage hich is called retailing. It is the stage from hich the product directly goes in the hand

of customer and today India is standing on the threshold of retail revolution and itnessing a

great change in its retail landscape i.e. from unorganized retailing to organized retailing.

In this study I have consider some factor like %rice, &etork #ervice, 'rand Image and

various (alue )dded #ervices that influence a consumer behavior toard *)+TI -imited.

&o my study purpose is to study the market potential of the limited regarding the sale of the

cars or other services provider by *aruti limited. !o individuals learn is a matter of interest

to marketers. They ant to teach consumers in their roles as their roles as consumers. They

ant consumers to learn about their products, product attributes, potential consumers benefit,

ho to use, maintain or even dispose of the product and ne ays of behaving that ill

satisfy not only the consumers needs, but the marketers ob"ectives.

Theoretical Backgrou! o" the To#ic

*arket %otential is the stimated maximum total sale revenue of all suppliers of a product in

a market during a certain period.#ale can be increased only by satisfaction of the customers.

satisfaction is a persons feelings of pressure or disappointment resulting from products

perceived performance /outcome0 in relation to his or her expectations.


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1 *any companies are aiming for high satisfaction because customers ho are "ust satisfied

still find it easy to sitch hen a better offer comes along. !igh satisfaction or delight

creates an emotional affinity ith brand.

(ariety of factors that affect market potential includes product $uality, product

availability and last year sale records. ) company can alays increase customer

satisfaction by increasing its services but this may result in loer profits. Thus the

purpose of marketing is to generate customer value profitability.

2 *arketing, as suggested by the )merican *arketing )ssociation is 3an organizational

function and a set of processes for creating, communicating and delivering value to

customers and for managing customer relationships in ays that benefit the organization

and its stakeholders3.

4 The to ma"or factors of marketing are the recruitment of ne customers /ac$uisition0

and the retention and expansion of relationships ith existing customers /base

management0. *arketing methods are informed by many of the social, particularly

psychology, sociology, and economics. )nthropology is also a small, but groing,

influence. *arket research underpins these activities. Through advertising, it is also

related to many of the creative arts.

5 6or a marketing plan to be successful, the mix of the four 3%s31i.e. product, price, place,

promotion must reflect the ants and desires of the consumers in the target market.

Trying to convince a market segment to buy something they don7t ant is extremely

expensive and seldom successful. *arketers depend on marketing research, both formal

and informal, to determine hat consumers ant and hat they are illing to pay for.

*arketers hope that this process ill give them a sustainable competitive advantage.

*arketing management is the practical application of this process. The offer is also animportant addition to the 4%7s theory.

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RESEARCH OB$ECTI%ES

To study the customer aareness about *)+TI limited.

To enhance the sale of *aruti #ervices. .

To kno the reason for the loss of inventory.

To find out the effectiveness of advertisements i.e.

8hat type of impact these advertisements have on the vieers9

)re the vieers getting the desired message9

To study the factors influencing buying behavior

To study consumer perception regarding 'rands i.e. %rice, &etork #ervice, 'rand

Image and (alue added services.

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RESEARCH &ETHODO'O(Y

:+esearch is common parlance refers to a search for knoledge. In fact research is an act of

#cientific investigation; The pro"ect as divided in to the folloing steps.

1) To !eci!e o*+ecti,e o" the Stu!.-

This step is also research problem. %roblem definition is the most critical part of the

research process. +esearch problem definition involves specifying the information

needed by management. The main ob"ectives of the study arence the researcher has formulated and development a research design including

$uestionnaire second thing he has to decide hether he has to collect the

information. 6rom all the targeted customers. There can be to types of survey are

possible.

#ample #urvey

Densus #urvey

:6or this pro"ect sample #urvey as chosen;

Sa#le

#ample is the true representation of the population by studying of the sample e can

predict the behavior of the population.

&etho! o" Sa#lig.-

In this pro"ect, the survey as done ithin the market that means probabilistic

convenience #ampling as carried out.

:) To #roce// 0 aal2e !ata.-

)fter the data as collected it as tabulated, analyzed and interpreted to the

conclusion reach.

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Techi6ue/ A##lie!

Bar Chart.-) chart in hich the length of the bar represents the amount of the item

associated ith the bar.

Pie Chart.- ) circle divided in to sections, such that each section represent the

percentage of the total area of a circle associates ith one variable.

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D!)%T+@D>*%)&G %+>6I-

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ABOUT THE CO&PANY

India is an emerging country ith huge potential. The domestic economy is no groing at

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Hi/tor o" &aruti

In 1FCH , #an"ay andhi the son of Indira andhi envisioned the manufacture of an

indigenous , cost effective , lo maintenance compact car for the Indian middle class . Indira

andhis cabinet passed a unanimous resolution for the development and production of a

peoples car. #an"ay andhis company as christened *aruti limited. The name of the car

as chosen after a !indu deity named *aruti -td. That time !industan *otors )mbassador

as the chief car and the company had come out ith a ne entrant the premier %admini that

orked sloly gaining a part of the market share dominated by the ambassador. 6or the next

ten years the Indian car market had stagnated at a volume of 2H,HHH to 4H,HHH cars for the

decade ending 1FE2.

#an"ay andhi as aarded the exclusive contract and license to design, develop and

manufacture the :%eoples Dar.; These exclusive rights of production generated some

criticism in certain $uarters, hich as directly targeted at Indira andhi. >ver the next fe

years the company as sidelined to 'angladesh liberation ar and emergency.

In the early days under the poerful patronage of #an"ay andhi the company as provided

ith free land, tax breaks and funds. Till the end of 1FCH the company had not started the

production and a prototype test model as elcomed ith criticism and skepticism. The

company ent into li$uidation I& 1FCC. The media perceived it to be another area of groing

corruption. nfortunately *arutis started to fly only after the death of #an"ay andhi, hen

#uzuki motors "oined the government of India as a "oint venture partnered ith 5HK share.

)fter his death Indira andhi decided that the pro"ect should not be alloed to die. *arutis

entered into this collaboration ith #uzuki motors. The collaboration heralded a revolution in

the Indian car industry by producing the maruti@EHH. It created a record of taking 12 months

time to go from design to rolling out cars from a production line.

The production of *aruti@EHH in 1FE2 marked the beginning of a revolution in the Indian

automobile industry. It brought in the latest technology of that time more fuel efficiency and

loer prices that led to the creation of a huge market for all car segments as the Indian,

middle class gre in size. This in turn brought in more players in this segment. ) number of

auxiliary car parts making units ere set up as more car manufacturers realized it as more

cost effective to make their car parts in India rather than importing them.

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*arutis ma"or influence as in helping the component industry in the country because of its

emphasis on localization and indigenization. )s in the beginning that sector hadnt gron

much *arutis had to start dozens of "oint ventures ith Indian entrepreneurs. It got them

from foreign collaborations that led to collaborations for other manufacturers so that over a

period of time the hole component industry as able to upgrade itself and improve its

$uality ho had given their income leading to ma"or existing export potential vehicle

components. It also brought in better methods of financing that alloed more people ho

given their income levels could not afford to buy a car on their on, to buy cars. It still

remains the leader not only in the terms of market share but also in customer satisfaction

surveys. It has consistently topped L.=. poer $uality surveys, including HH5. 'y the year

1FF2 the company had sold 1, FA,EH cars. 'y *arch 1FF4 it produced 1 million vehicles

becoming the first Indian company to cross the million mark in >ctober, 1FFC and rolled out4 millionth vehicles as )lto@-M .Then it introduced 8agon@+ folloed by #ift . #ift has

been a great success in the market .In HHC *aruti came up ith #M4 and rand (itara.

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Co#a>/ Pro"ile

)round 1FCH, #an"ay andhi, political advisor and younger son to the then %rime minister of

India, Indira andhi, envisioned the manufacture of an indigenous, cost effective, lo

maintenance compact car for the Indian middle class. Indira andhis cabinet passed an

uninamous resolution for the development and production of :%eoples car;. #an"ay andhis

company as christened *aruti -imited. The name of the car as as chosen as *aruti, after

a hindu deity named *arut.

nfortunately #an"ay andhi died ithout fulfilling his dream. )fter this death , Indira

andhi decided that the pro"ect should not be alloed to die. *aruti entered into

collaboration ith the #uzuki *otors of Lapan. The collaboration heralded a resolution in the

Indian car industry by producing *aruti EHH. The car ent into sale on 14 =ecember 1FE2.

)nd from 1FEHs to till day today *arutis have dominated the Indian )utomobile industry as

ell as automobile market.

%ISION OF &ARUTI [email protected]

(ision of any company is those values on hich company orks. )s the *aruti dyog

-imited /*-0 is started by governmental initiatives it tends to be more consumer oriented

and hence cost@ effective, but on the other hand #uzukis participation ensures not only need

of profit, but the need of maximum profit. The only ay of &oras dilemma of selecting

principles for the companys orking vision as to maximize profit and sales and hence

*aruti dyog -imited /*-0 declared its vision asne is making

sure that %erformance, after sales service and customer are best and beyond expectations,

shareholders ealth to is the prime concern for running business smoothly. *aruti dyog

-imited /*-0 knos this and understands :Dustomer Is Ning; , he can change the future of

any company hence goes companys brand line < D>&T >& #O

&i//io.-

*ission is the statement of any organisations purpose , hat is ant to accomplish in the

larger environment and its goal hich are specific , realistic, and motivating. *issions are

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described over (isions and (isions demand certain ob"ectives. The main >b"ectives P *ission

of *aruti dyog -imited arebsession

6ast, 6lexible and 6irst *over

Innovation and Dreativity

&etorking and %artnership

>penness and -earning

Co#a Boar! O" Director/

*r.#hinzo &akanishi *anaging =irector /*.=0 and Dhief

xecutive >fficer /D..>0

*r. +.D. 'hargava Dhairman

*r.*aninder #ingh 'anga =irector

*r.)malanguli =irector

*r.=.#.'rar =irector

*r. Neiichi )sai =irector

*r. >samu #uzuki =irector

*r.#hu"i>ishi =irector

*s.%allavi#hroff =irector

*r. Nenichi )yukaa =irector

*r. Tsuneo >hashi =irector and *anagement xecutive

PRODUCTION PROCESS

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Traiig a! De,lo#et Progra/

)nnual Training %lan @ )ll -evels

Training customised to meet >rganisational >b"ectives

Topics selected based on (ision, (alues Q =epartmental 6eedback of Dompany@ide

*anagers

Dompetency *apping to identify Individual Training &eeds

Technical Training on latest Technologies abroad at SMC, Japan

Strong Focus On Training Initiatives

o Build a Learning Organisation

o Dontinuous (alue )dditions to %rofessional #kills

o Dustomised Training

o Training to the personnel of 'usiness %artners

O%ERSEAS TRAININ(

Training held in co@ordination ith #*D, Lapan and )>T# /)ssoc. for >verseas Tech.

#cholarship0 /covered 1AHH employees under the various schemes0

*onths #*D Training for Technicians @ >LT in #*D, Lapan / batchesPyr of 5H each0

9 months Javada Training or !ress, Tool " #ie Specialists $ #esign "

Maintenance

)>T# *anagerial Training /4@1Heeks0 for *anager Q above @ *anagerial 'est

%ractices

)>T# Technical Training /2.5 to A months0 for #upervisors Q above @ Technological

Nnoho

+Q = Training / yrs.0 @ +esearch on ne Technologies

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INTERNATIONA' BUSINESS

In )ugust, HH2 *aruti crossed a milestone of exporting 2HH,HHH vehicles since its first

export in 1FEA. urope is the largest destination of *arutis exports and coincidentally after

the first commercial shipment of 4EH units to !ungary in 1FEC, the 2HH,HH mark as crossed

by the shipment of 5C1 units to the same country. The top ten destinations of the cumulative

exports have been &etherlands, Italy, ermany, Dhile, .N., !ungary, &epal, reece, 6rance

and %oland in that order.

The )lto, hich meets the uro@2 norms, has been very popular in urope here a landmark

HH,HHH vehicle ere exported till *arch HH2. ven in the highly developed and competitive

markets of &etherlands, N, ermany, 6rance and Italy *aruti vehicles have made a mark.

Though the main market for the *aruti vehicles is urope, here it is selling over CHK of its

exported $uantity, it is exporting in over CH countries.

*aruti has entered some unconventional markets like )ngola, 'enin, ="ibouti, thiopia,

*orocco, ganda, Dhile, Dosta +ica and l #alvador. The *iddle@ast region has also

opened up and is shoing good potential for groth. #ome markets in this region here

*arutiis, are #audi )rabia, Nuait, 'ahrain, ?atar and ).The markets outside of urope that have large $uantities, in the current year, are )lgeria,

#audi )rabia, #rilanka and 'angladesh. *aruti exported more than 51,HHH vehicles in HHE@

HF hich as 5FK higher than last year. In the financial year HHE@HF *aruti exports

contributed to more than 1HK of total *aruti sales.

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BA'ANCE SHEET AND P 0 ' AC

BA'ANCE SHEET

For the "iacial ear 3


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&ar 1< &ar


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&aruti>/ Strategic (oal

$Maintained its materials cost despite change in product mi%&

$'ro(ing shipments o )lto& $*as ++ o the mar-et&

&e %roducts Dapacity xpansion

#M4 launched in HHC %roduction capacity ofrand (itara launched in #ift increasedHHC #tarted production at its

&e variant of third plant in#ift HH2

RInternational =istribution

'usiness &etorkroth in xports

Increase Dustomer Touch %oints Increase in the &umber

>f *aruti #ervice #tation

*aintain-eadership%osition in India

ro International

'usiness


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$Introduced both petrol and diesel variants o S(it&

$Maruti has cut the prices o models including Maruti .//,

Omni, 0en, 1agon 2, S(it #iesel and )lto&The amount o

this price cut varies rom 2s& 3,+// or Maruti .// to 2s& 4.,/5/

or S(it #iesel 6in 7e( #elhi8& $Maruti Suu-i to invest :// billion ;en on e%pansion in India&

$Sri Lan-a currentl< is the largest e%port mar-et or Maruti

(here it sells .,///$9,/// cars a


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Durrently, the top@end Tata &ano -M outsells the to other &ano variants, the standard and

DM. That means there is a gap of +s 4H,HHH beteen the top@end &ano and the base variant of

the )lto. This gives *aruti #uzuki the opportunity to introduce a model that ould be priced

as close to the top@end &ano as possible. #uch a small car could attract those buyers ho

could stretch their budget to up to +s. .5 lakh.

*arutis most famous car in India, the *aruti EHH, as precisely in this price bracket.

!oever, the recent '# I( emission norms led the company to phase out the car from 12

cities, including metros. This drastically affected the cars sales. )nd instead of upgrading the

EHHSs engine to comply ith '#I( emission norms, *aruti decided to get its +Q= engineers

to develop a to@cylinder, more fuel@efficient engine. This information as revealed by some

of the auto component vendors, ho are closely associated ith this ne car pro"ect.

*aruti has made no comments on the matter, for no.

If true, the ne G%2 )lto could be a serious threat to the Tata &ano. !oever, hether *aruti

#uzuki really goes ahead ith the pro"ect remains to be seen. There is a possibility that this is

"ust an avenue the company ants to explore. It might even be that the vendors are

misinformed, and the G%2 small car is an entirely ne product. 8e ill keep looking for any

more information on the topic.

&aruti Su2uki to Hire 1G9


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*anaging xecutive officer for human resources, #. G. #iddi$ui said 3The hiring of the 1,5HH

orkers for the ne *anesar plant may extend beyond the current financial year through

*arch3.

54.K of *aruti is oned by #uzuki *otor Dorp. It currently has one factory each at

*anesar and urgaon in !aryana. It is no planning to build additional to in *anesar

hich ill cost 1C billion rupees /J2AE.C million0 and is expected to start operations by Lan

H1. >nce it7s operational, the productivity ill raise by 1.5 million vehicles.

*aruti ill also hire F5H additional employees current year for its existing to plants out of

hich 25H have already been recruited.

*r. #iddi$ui said 3!e said the hiring plans for the proposed third plant at *anesar ill be

decided only in mid@H113

)s per *aruti, the third plant ill be operational by the end of H11@1 or beginning of H1@

12 ith the capacity of 5H,HHH vehicles.

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CHAPTER-4

FINDIN( AND

DATA ANA'YSISA


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FINDIN(S

)fter the study of the pro"ect , e have got several information and real facts about *aruti

#uzuki


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>ur high sales and customer care standards led us to achieve the &o.1 nameplate in the L.=.

%oer ##I #tudy HH4.

5ualit Ser,ice Acro// 1


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To be really happy ith the car one ons, it should be easy on the pocket to buy and to run@

hich is hy the cost of onership is so important. )nd here again, a *aruti #uzuki is a clear

inner, as shon by the recent L.=.%oer D#I study HH4. It is clear that a *aruti #uzuki

delights you even hen you run it for years. The A highest satisfaction ratings ith regard to

cost of onership among all models are all *aruti #uzuki vehicles< en, 8agon +, steem,

*aruti EHH, )lto and >mni. They are proud to have the loest cost of operation P km /among

petrol vehicles0 @ the top 5 models are all *aruti #uzuki models< *aruti EHH, )lto, en, >mni

and 8agon +.

SOT ANA'YSIS

#8>T )nalysis is the analysis of a company. #8>T analysis stands for #trengths ,

8eakness, >pportunities and threats. 8ith the help of this analysis e can get the information

about a companys strengths and eaknesses and also about the opportunities and threats that

a company is going to face or facing. )fter getting the knoledge about the eakpoints and

threats from the external environment the management tries to overcome the eaknesses and

the threats.

SOT aal/i/ o" &aruti Su2uki are a/ "ollo7/ .-

STREN(THS .-

1. 'rand Image. +eliable and cheap2. stablished brand in the Indian marke.4. reat service and nationide penetration5. xperience in the Indian marketA. (ery old player in the Indian marketC. 6irst ma"or playerE. stablished distribution and after sales netork

EA@NESSES .-

1. =iseconomies of scale. &o >nline presence2. &ot diversified

OPPORTUNITIESnline

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4. %roduct and service expansion5. Takeovers

THREATS .-

1. Dompetition. Dheaper technology2. xternal changes / overnment policies, taxes, etc04. -oer cost competitors and cheap imports5. %rice arA. %roduct substitution

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DATA ANA'YSIS

4& &arket Share o" Pa//eger Car/ De/cri#tio

#hoing *arket #hare of passenger cars=escription

!yundai 1CK*aruti 55KTata 1AK!onda 4K

* 2KToyota 1HK>thers 2K

21

HHE @HHF *arket #hare %assenger


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3) &arket Share i A3 Seget De/cri#tio

#hoing *arket #hare in ) #egment=escription

*aruti 5FKTata HK!yundai 1K

2

HHE@ HHF *arket #hare #egment )


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4) &arket Share i A3 Seget De/cri#tio

#hoing *arket #hare in )2 #egment=escription

Tata HK6ord 14K* AK!onda HK*aruti 1CK!yundai 1AK

>thers CK

22

HHE HHF *arket share #egment


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8) Cu/toer Sati/"actio I!e Rakig

#hoing Dustomer #atisfaction Index +anking

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9) Di/#la o" &ercha!i2e Attracti,e or ot

F4K agreed that the display of merchandize as attractive and AK strongly agreed that

the display of merchandize as attractive.

25

Di/#la o" &ercha!i2e

No) o"

Re/#o!et/ Percetage

#trongly =isagree H HK=isagree H HK

&either =isagree &or )gree H HK

)gree F4 F4K#trongly )gree A AK


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6. Prices Are Aordable or Not

A4K strongly agreed that the prices are affordable , 1K agreed that the prices are

affordable hereas only 15K said that they neither disagreed nor agreed ith this.

2A

Price/ Are A""or!a*le

No) o"

Re/#o!et/ Percetage

#trongly =isagree H HK=isagree 1 1K

&either =isagree &or )gree 15 15K)gree 1 1K

#trongly )gree 5 5K


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) O""ere! A Te/t Dri,e Or Not

C4Kagreed that the test drive as offered to them ,AK strongly agreed that the test

drive as offered hile HK disagreed ith this.

2C

O""ere! A Te/t Dri,e

No) o"

Re/#o!et/ Percetage

#trongly =isagree H HK=isagree H HK

&either =isagree &or )gree H HK)gree C4 C4K

#trongly )gree A AK


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.& Ser,ice/(i,e

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;) Net Sale a! Pat

)s e can see from above that sale of maruti #uzuki is increasing every year.

#ale in year HHE@HF is H2,5E2 *illion and %rofit )fter Tax is1,1EC *illion.

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CHAPTER-8

CONC'USION

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Coclu/io

This chapter concludes the study by highlighting the key findings of the study and some

recommendations for *aruti #uzuki for future.

The aim of the study is to critically analyse *arutis marketing strategies in India and to

examine the effect on its sales . 6or this purpose secondary sources ere used to collect

information about the *arketing #trategies of *aruti #uzuki.

The conclusion that can be dran are n an average more than C2K people feel that the prices are affordable hereas 1K do not

agree, C4K believe that attractive discounts are offered hereas AK are not

satisfied ith the discounts offered. HK said that the test drives are notoffered and 15K said that post sales follo ups are not done regularly

hereas E5K said that they ere done regularly but people feel that it is the

peoples car as it is satisfactory on all other parameters< knoledgeable sales

persons , employees spent enough time before and during sales, display of

merchandise is attractive, availability of product, variety of merchandize,

vehicle in good condition, prices are affordable, attractive discounts are

offered, dUcor of the aiting area is pleasing, responds to complaints $uickly,

service at maruti service station is excellent, careful ith personal

information and is value for money . The overall opinion about maruti is very

good.

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CHAPTER-9

SU((ESTION

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SU((ESTIONS

There is need for *aruti #uzuki to differentiate itself from past . This can be done by

becoming more customer friendly to the Indian as ell as )sian market.

=ue to the opening of the Indian market that means globalisation and due to entry of

many competitors in the Indian automobile market *aruti should pro"ect itself more

aggressively to the lo end, means market ith its lo range / but high $uality 0

products. *aruti as established to provide lo cast cars to the Indians so it should carry on its

ob"ectives but it should also focus on the customer satisfaction by providing them

$uality products at lo cost. *aruti have developed a brand name and the customer have a high brand preference.

There is need to incash on this by continuing to launch good $uality products.

*ore test drives should be offered.

#hould be more particular about %ost #ales 6ollo p as it shos the concern

of the company ith the customer. #hould put in more efforts to promote *aruti 6inance , )utocard and

)ccessories.

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'I&ITATIONS

8hile orking on this pro"ect I have to face some difficulties hile conducting the survey.

people ere not interested in giving their actula information about their family, age, etc.

It as difficulties to take people in confidence so that they can give correct information.

some of the limitation are

Abhijeet's Summer Training Report Final

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