Grand Project Report on Suzuki Motorcycles

EmblemIDEA INSTITUTE OF MANAGEMENT & TECHNOLOGY3rd Floor, Aroma High School,Ashram Road, Usmanpura,Ahmedabad-380013Centre Code: 01535

“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”

By

RAVIKUMAR N. CHAVDA520845152

A project report submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to Sikkim Manipal University, INDIA

SIKKIM-MANIPAL UNIVERSITY OF HEALTH, MEDICAL AND TECHNOLOGICAL SCIENCES

Distance Education Wing,Syndicate house,Manipal - 576104

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STUDENT DECLARATION

(ANNEXURE B)

I hereby declare that the project report entitled “A SURVEY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” submitted

in partial fulfillment of the requirements for the degree of Masters of

Business Administration to Sikkim-Manipal University, India, is my original

work and not submitted for the award of any other degree, diploma,

fellowship, or any other similar title or prizes.

Place:

Date:

_________________________

RAVIKUMAR N. CHAVDA

Reg. No. 520845152

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EXAMINER’S CERTIFICATE

(ANNEXURE C)

The project report of RAVIKUMAR N. CHAVDA entitled “A SUREVY

ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” is

approved and is acceptable in quality and form.

____________________

____________________

Internal Examiner External

Examiners

3

UNIVERSITY STUDY CENTRE CERTIFICATE

(ANNEXURE D)

This is to certify that the project report entitled “A SUREVY ON

CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 ” submitted

in partial fulfillment of the requirements for the degree of Masters of

Business Administration to Sikkim-Manipal University of Health, Medical

and technological sciences. RAVIKUMAR N. CHAVDA has worked

under my supervision and guidance and that no part of this report has been

submitted for the award of any other degree, diploma, fellowship, or any

other similar title or prizes and that work has not been published in any

journal or Magazine.

Reg.No.520845152 Certified

__________

__________

(Prof.

Arnaz Bhatporia)

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PREFACE

In today’s competitive world the practical study forms an

important part in each and every professional course. The MBA

is a course in which the theoretical knowledge is backed by the

practical study. That study is in the form of project. The Grand

Project is one of the important parts of the curriculum. And each

and every student has to work for the project.

The Grand project enables the students to know more about the

application of theoretical knowledge. The current situation of the

market is made known to the students when they undertake the

project. The project gives better insides into the application part

of the theory. The companies in an industry and their operations

can be better known by the students when they analyze the data.

This project is on the survey on customer satisfaction level of

Suzuki Access 125, Services of Suzuki dealer. We have analyzed

the industry very deeply and carefully project.

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ACKNOWLEDGEMENT

This is really a matter of pleasure for us to prepare a project

report as it was included in our course by the SIKKIM

MANIPAL UNIVERSITY. It gave us the opportunity to learn

things practically what we learnt enterprise and their impact on

the working of the company.

I express my sincere gratitude to my faculty guide Prof. Ms. Arnaz

Bhatporia of my institute and company guide Mr. Pareshbhai Mewada

Marketing Manager SHIVALIK AUTOLINK PVT. LTD for his able

guidance, continuous support and cooperation throughout my project,

without which the present work would not have been possible. He

continuously guided me till the last word of this project report and provided

an excellent guidance to me. He made numerous valuable suggestions and

corrections, which greatly improved the quality of work. The practical and

theoretical knowledge that we have gained from them will help us in

enhancing our career and managing things in the better way.

I am immensely thankful to entire staff of college for their help and support

they extended to me during the project.

Sr.No.

CONTENT Page No.

1 EXECUTIVE SUMMARY 82 ABOUT THE AUTOMOBILE INDUSTRY 10

BITRH OF AUTOMOBILE IN THE WORLD 11

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INDIAN TWO WHEELER HISTORY 153 ABOUT THE SUZUKI MOTORCYCLES 26

SUZUKI MOTORCYCLES GLOBAL HISTORY 27 SUZUKI MOTORCYCLES INDIA HISTORY 32 COMPANY PROFILE 34

MISSION OF SUZUKI 354 PRODUCT OF SUZUKI MOTORCYCLES 425 SHIVALIK SUZUKI (AUTHO, DEALEAR) 536 MAJOR COMPETITORS 567 CUSTOMER SATISFACTION 628 OBJECTIVE OF THE STUDY 699 SCOPE OF THE STUDY 7010 RESEARCH METHODOLOGY 7111 DATA ANALYSIS & INTERPRETATION 7712 FINDINGS 9713 CUSTOMER REVIEW 98

14 SWOT ANALYSIS 99

15 LIMITATION 100

16 RECOMMEDATIONS 101

17 CONCLUSION 103

18 BIBLOGRAPHY 104

20 APPENDIX (QUESTIONNAIRE) 105

INDEX

EXECUTIVE SUMMARY

Satisfaction is a person’s feeling of pleasure or disappointment resulting

from a comparing perceived performance in relation to his or her

expectation. If the performance falls short of expectation, the consumer is

dissatisfied. If the performance matches the expectations, he consumer is

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satisfied. If the performance exceeds expectation, the customer is highly

satisfied or delighted.

The study widely concentrates on the level of satisfaction amongst

customers for which I did Exploratory Research to check the satisfaction

level amongst the customers of Suzuki Access 125. This research was

conducted in the Ahmedabad city. This research was done during the months

of April and May. Hence the data displayed has been collected during the

before mentioned period.

To meet the research objectives, following activities have been performed.

An extensive search of relevant literature from news articles, internet,

books. This step guided the development of the methods and

instruments for collecting data.

Designing the questionnaire.

Survey has been carried away by, one-on-one interviews. The Survey

included open-ended questions, dichotomous questions, and multiple-

choice question.

To know the image of product in the mind of consumer.

To compare the level of satisfaction before purchasing and after

purchasing the Scooter.

To find out where people want to see the promotion schemes

To find out suitable location preferred by consumer

To know the most popular media for advertisement

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To check the loyalty of the consumer towards the Suzuki brand

To know the most motivating factor for purchasing the bike

To know the preferable price from the customer

During this research it was found that Suzuki’s launched Access 125

has increased its market share by attracting new customers and helped

to retain its old customers.

SMPIL, a company that is known for combining technology, quality and

performance in their two wheeler, had taken an initiative to introduce some

of their performance driven two wheeler in India this year. Suzuki has

reported a growth of 47.66% in sales in the month of December ‘09 at

14806 units compared to 9986 units same month last year. This increase of

sales is attributed to the tremendous response from the new product GS150R

and ACCESS 125.

Suzuki would have to constantly innovate and come up with new products to

maintain its dominance in the segment.

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BIRTH OF AUTOMOBILES IN THE WORLD

The History of the automobile actually began about 4,000 years ago

when the first wheel was used for transportation in India. Several

Italians recorded designs for wind-driven vehicles. The first was

Guido da Vigevano in 1335. It was a windmill-type drive to gears

and thus to wheels. Vaturio designed a similar vehicle that was also

never built. Later Leonardo da Vinci designed clockwork-driven

tricycle with tiller steering and a differential mechanism between the

rear wheels.

In the early 15 th century, the Portuguese arrived in China and the

interaction of two cultures led to a variety of new technologies,

including the creation of a wheel that turned under its own power. By

the 1600s, small steam-powered engine models were developed, but it

was another century before a full-sized engine-powered vehicle was

created.

A Catholic priest named Father Ferdinan Verbiest is credited to have

built a steam-powered vehicle for the Chinese Emperor Chien Lung in

about 1678. There is no information about the vehicle, only the event.

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Since James Watt didn’t invent the steam engine until 1705, we can

guess that this was possibly a model vehicle powered by a mechanism

like Hero’s steam engine-a-spinning wheel with jets on the periphery.

Although by the mid-15 th century the idea of a self-propelled vehicle

had been put into practice with the development of experimental

vehicles powered by means of springs, clockworks, and the wind,

Nicolas-Joseph Cugnot of France is considered to have built the first

true automobile in 1769. Designed by Cugnot and constructed by

M.Brezin, it is also the first vehicle to move under its own power for

which there is a record. Cugnot’s three-wheeled steam-powered

vehicle carried four persons and was meant to move artillery pieces. It

had a top speed of a little more than 3.2 km/h (2 mph) and had to stop

every 20 minutes to build up a fresh steam.

Evans was the first American who obtained a patent for “a self-

propelled carriage.” He, in fact, attempted to create a two-in-one

combination of a steam wagon and a flat-bottomed boat, which didn’t

receive any attention in those days. During the 1830’s, the steam

vehicle had made great advances. But stiff competition from railway

companies and crude legislations in Britain forced the poor steam

vehicle gradually out of use on roads.

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Carl Benz and Gottlieb Daimler, both Germans, share the credit of

changing the transport habits of the world, for their efforts laid the

foundation of the great motor industry, as we know it today. First,

Carl Benz invented the petrol engine in 1885 and a year later Daimler

made a car driven by motor of his own design and the rest is history.

Daimler’s engine proved to be a great success mainly because of its

less weight that could deliver 1000rpm and needed only very small

and light vehicles to carry them.

France too had joined the motoring scenario by 1890 when two

Frenchmen Panhard and Levassor began producing vehicles powered

by Daimler engine, and Daimler himself, possessed by the automobile

spirit, went on adding new features to his engine. He built the first V-

Twin engine with a glowing platinum tube to explode the cylinder gas-

the very earliest form of sparking plug.

Charles Duryea built a motor carriage in America with petrol engine

in 1892, followed by Elwood Haynes in 1894, thus paving the way for

motorcars in that country.

For many years after the introduction of automobiles, three kinds of

power sources were in common use: steam engines, gasoline or petrol

engines, and electric motors. In 1900, over 2,300 automobiles were

registered in New York, Boston, Massachusetts, and Chicago. Of

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these, 1,170 were steam cars, 800 were electric cars, and only 400

were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar had

evolved itself into amazing designs and shapes. By 1898, there were

50 automobile-manufacturing companies in the United States, a

number that rose to 241 by 1908. In that year, Henry Ford

revolutionized the manufacture of automobiles with his assembly-line

style of production and brought out the Model T, a car that was

inexpensive, versatile, and easy to maintain.

Herbert Austin and William Morris, two different carmakers,

introduced mass production methods of assembly in the UK, thus

paving the way for a revolution in the automobile industry. Austin

Seven was the world’s first practical four-seater ‘baby car’ which

brought the pleasures of motoring to many thousands of people who

could not buy a larger, more expensive car. Even the ‘bull-nose’

Morris with front mounted engine became the well-loved model and

one of the most popular cars in the 1920s.

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Automobile manufacturers in the 1930s and 1940s refined and

improved on the principles of Ford and other pioneers. Cars were

generally large, and many were still extremely expensive and

luxurious; many of the most collectible cars date from this time. The

increased affluence of the United States after World War II led to the

development of large, petrol-consuming vehicles, while most

companies in Europe made smaller, more fuel-efficient cars.

INDIAN TWO WHEELER HISTORY

India is the second largest manufacturer and producer of two-wheelers in the

world. It stands next only to Japan and China in terms of the number of two-

wheelers produced and domestic sales respectively. The Indian two-wheeler

industry made a small beginning in the early 50s when Automobile

Products of India (API) started manufacturing scooters in the country.

Until 1958, API and Enfield were the sole producers.

In 1948, Bajaj Auto began trading in imported Vespa scooters and three-

wheelers. Finally, in 1960, it set up a shop to manufacture them in technical

collaboration with Piaggio of Italy. The agreement expired in 1971. In the

initial stages, API dominated the scooter segment; Bajaj Auto later overtook

it. Although various government and private enterprises entered the fray for

scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate

in India. It was a complete seller market with the waiting period for getting a

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scooter from Bajaj Auto being as high as 12 years. The motorcycles segment

was no different, with only three manufacturers viz Enfield, Ideal Jawa and

Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot

were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially

dominated the motorcycle segment.

The two-wheeler market was opened to foreign competition in the mid-80s.

And then market leaders - Escorts and Enfield - were caught unaware by the

onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With

the availability of fuel-efficient low power bikes, demand swelled, resulting

in Hero Honda - then the only producer of four stroke bikes (100cc

category), gaining a top slot.

The first Japanese motorcycles were introduced in the early eighties. TVS

Suzuki and Hero Honda brought in the first two-stroke and four-stroke

engine motorcycles respectively. These two players initially started with

assembly of CKD kits, and later on progressed to indigenous manufacturing.

In the 90s the major growth for motorcycle segment was brought in by

Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last

five years. The industry had a smooth ride in the 50s, 60s and 70s when the

Government prohibited new entries and strictly controlled capacity

expansion. The industry saw a sudden growth in the 80s.

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It was in the year 1954 that the Indian government ordered for total number

of 800 motorcycles to man the Pakistani borders. In came the Bullets which

were initially launched in England as a 350cc bike and it was upgraded to

500cc a year or so later. These bikes have remained unaltered, barring some

cosmetic changes which have undergone over the years. Thus one can say

without much of a doubt that the 1955 Bullet was one of the initial hits of

the Indian two-wheeler industry and till today it continues to be a darling of

the motorcycle enthusiasts.

Enfield Bullet had a close competition with another sturdy bike named

Rajdoot; as the bike was strong enough to handle the rough Indian roads.

The company had roped in Indian Heman Dharmendra for the promotion of

the bike. With more than 1.6 million vehicles on the road the Rajdoot

motorcycle was one of the initial hits of the earlier years of two-wheeler

history in the country.

When heavy motorcycles were the order of the day, a relatively lighter bike

had caught on the imagination of the Indian two wheeler user. Ind- Suzuki

bike launched by the then TVS Suzuki group was an instant hit; however the

bike could not sustain it's initial success due to the high import content in the

vehicle and less of localization.

In scooters Bajaj Chetak has been hugely responsible for adding momentum

to the transport system of the country, till today it remains one of the most

successful brands to have come out of the Bajaj stable. The scooter is named

after the horse of legendary Rana Pratap Singh. These sets of two wheels

have become a part of the Indian milieu and are often considered a

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representative of the Indian middle class aspiration. Very few two-wheelers

have been able to emulate the success, which Bajaj Chetak has achieved

over the years.

Similarly LML Motors enjoyed a reasonable success with the launch of

LML Select which came with new age technology and improved

performance.

The industry witnessed a steady growth of 14% leading to a peak volume of

1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with

In 1990, the entire automobile industry saw a drastic fall in demand. This

resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a

production loss of 0.4mn vehicles. Barring Hero Honda, all the major

producers suffered from recession in FY93 and FY94. Hero Honda showed a

marginal decline in 1992. The reasons for recession in the sector were the

incessant rise in fuel prices, high input costs and reduced purchasing power

due to significant rise in general price level and credit crunch in consumer

financing. Factors like increased production in 1992, due to new entrants

coupled with the recession in the industry resulted in company either

reporting losses or a fall in profits.

India is one of the very few countries manufacturing three-wheelers in the

world. It is the world's largest manufacturer and seller of three-wheelers.

Bajaj Auto commands a monopoly in the domestic market with a market

share of above 80%, the rest is shared by Bajaj Tempo, Greaves Ltd and

Scooters India. a variometric scooter helped in providing ease of use to the

scooter owners.

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SEGMENTATION OF TWO WHEELER:A Two Wheeler Sector Sub-Segmenting in the three Segments.

Motorcycle Scooter Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES, DOMESTIC AND EXPORTS:

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Domestic Market Share for 2009-10

Passenger Vehicles 15.86

Commercial Vehicles 4.32

Three Wheelers 3.58

Two Wheelers 76.23

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GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY:

The growth witnessed by the Indian two wheeler industry indicates the

growing demand for low cost personal transportation solutions amongst the

300 million Indian middle class consumers. Despite this spectacular growth

rate, the two-wheeler penetration (number of two wheelers per 1000

inhabitants) in India remains lower than other Asian countries. This fact

provides an opportunity for continued growth in the market. India has the

lowest Penetration of two wheelers as compared to countries like Taiwan,

Thailand, Malaysia, Vietnam, Indonesia and China. In the present scenario,

growth in the two wheelers Industry will be driven by several factors

RISE IN INDIA’S YOUNG WORKING POPULATION:

With the rising levels of per capita income of people, the Indian two wheeler

market offers a huge potential for Growth. This growth is relevant in the

light of the fact that 70 per cent of India’s population is below the age of 35

Years and 150 million people will be added to the working Population in the

next five years. The number of women in the urban work force is also

increasing; this will lead to the Growth of gearless scooters.

\

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RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN MIDDLE INCOME HOUSEHOLDS:

The growth prospects of the Indian rural economy offer a significant

opportunity for the motorcycle industry in India. The penetration of

motorcycles amongst rural households with income levels greater than US$

2,200 per annum has already increased to over 50 per cent. The current

target Segment for two wheelers, i.e., households belonging to the Income

category of US$ 2,200–12,000 is expected to grow at a CAGR of 10 per

cent.

GREATER AFFORDABILITY OF VEHICLES:

The growth in two-wheeler sales in India has been driven by an increase in

affordability of these vehicles. An analysis of the price trends indicates that

prices have more or less stagnated in the past. This has been part of the

marketing strategy adopted by the manufacturers to gain volume, as well as

conscious efforts adopted to bring down costs. The operating expenses of

leading manufacturers have declined by around 15 per cent in the last five

years. With greater avenues of financing, the customer’s capacity to own a

two wheeler has improved.

RAPID PRODUCT INTRODUCTION AND SHORTER PRODUCT LIFE CYCLE:

The last five years have witnessed a sharp increase in new product launches

in the two-wheeler industry. It is estimated that close to 50 new products

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have been launched by manufacturers during this period, filling up all price

points and targeted at various consumer segments.

INADEQUATE PUBLIC TRANSPORT SYSTEMS IN MOST URBAN AREAS:

The economic boom witnessed in the country and the increased migration to

urban areas have increased the traffic congestion in Indian cities and

worsened the existing infrastructure bottlenecks. Inadequate urban planning

has meant that transport systems have not kept pace with the economic

boom and the growing urban population. This has increased the dependence

on personal modes of transport and the two wheelers market has benefited

from this infrastructure gap.

FACTORS AFFECTING THE MARKET:

Post 1991, the Indian two-wheeler industry comprising of motorcycles,

scooters and scooterettes opened up tremendously. The Indian motorcycle

industry has expanded at a 24% CAGR over the last five years, It Captured

almost 80% of the market primarily at the cost of the scooter and Moped

segment. The scooter segment though has witnessed a revival with the

launch of scooterettes aimed at young women and adolescents.

The two-wheeler market can be segmented into three categories on the basis

of price – Entry segment (<35000), Executive segment (between 35000 and

45000) Deluxe (between 45000 and 65000) and Premium segment (above

65000). Motorcycles are now sold as a passion, experience rather than a

product. New products are being introduced at a rapid pace and brands are

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gaining prominence. Thus there is an increased focus on the premium

segment, which has an increased scope for differentiation.

Purchasing Power is relatively high with buyers becoming more

discriminating. Reliability and economy have become more of a hygiene

factor. Buyers now demand two-wheelers that fit their personality thus

increasing the scope for differentiation and branding. Provision of financing

through EMI’s has provided a means to satisfy the need of possess a

convenient and stylish mode of transport in the form of a two-wheeler. This

has resulted in higher growth in the 125-150cc segment.

With the introduction of Government policies such as reduction in excise

duty from 16% to 12% and allowing for 100% FDI Barriers to entry has

reduced. However, the investment required for setting up large distribution

channels and service stations can be a major entry barrier. Another

significant entry barrier is the brand building required. Thus, initially foreign

players set up Joint Ventures with indigenous companies. After establishing

their brand they have launched their own line of products. E.g. Honda with

Hero Group and Yamaha with Escorts.

RISING CUSTOMER EXPECTATIONS:

The growth witnessed by the Indian two wheeler industry has attracted a

number of new entrants to the market and it is expected that the Indian

industry will become more competitive in the future. The excess of products

introduced in the past has also raised customer expectations with respect to

reliability, styling, performance and economy.

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Inflation is a big factor that may play a part in moving the loyalties and

aspirations of people away from the four to the much cheaper and

economical two-wheeler segment. Moreover, the constantly increasing

prices of oil and increasing interest rates on finance are not helping the cause

either. Environmental Concerns are also quite big on the agenda these days

and do play a part in the preference of consumer’s choices. The rising global

temperatures along with daily snippets in the national and international

media about the thinning of ozone and imminent environmental disaster

have all contributed to the making of a present day environmentally

conscious consumer.

ENVIRONMENTAL AND SAFETY CONCERNS:

The increasing demand for two wheelers will need to be managed to address

issues relating to overcrowding of roads. Another problem is the insufficient

infrastructure for inspection to ensure adherence to emission norms. As the

industry grows, it is important to regulate the sale of used two wheelers in a

more organized manner for which a mechanism needs to be evolved.

Unregulated sale of two wheelers, especially in the rural areas, are likely to

create issues related to emissions and safety of vehicles.

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SUZUKI MOTORCYCLES GLOBAL HISTORY

In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu,

Japan. He builds industrial looms for the thriving Japanese silk industry.

1937 To diversify activities, the company experiments with several

interesting small car prototypes, but none go into production because the

Japanese government declares civilian automobiles “non-essential

commodities” at the onset of WWII.

In 1952 when due to financial problems Suzuki ventured into developing

clip on engines to bicycle frames. The first model was called the Power Free

(36cc) and the follow-up model was the Diamond Free (60cc). Suzuki

produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki built

small capacity bikes during the 50s and 60s and had only small export

success until the introduction of the X6 (T20 super six), which gave Suzuki

much name credibility. In 1962 Using MZ’s technology, Suzuki wins the

newly created 50cc class in the World Championship.

The company will win the class every year until ’67, and win the 125cc class

twice in that period, too. With a well-established name Suzuki dared enter

the big bike market and in 1967 Suzuki introduced T500. Which was known

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as the Titan in America and the Cobra in England? The name changed over

the years to GT500 due to many improvements but it was purely the sharp

price and good reliability, which kept the GT in production until 1977.

In 1971 The GT7The Water Buffalo was introduced in 1971 in America and

the Kettle in Britain - both the same GT750 bike and the start for Suzuki to

enter the super bike market. The GT750 wasn't a very impressive machine

and also couldn't match the other bikes in the market at the time. Once again

the production kept going based on its demand for good price and reliability.

In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It

cost a fortune to develop and, while not bad, it’s a commercial disaster.

After two years, the company abandons the project, and there are rumors the

tooling was dumped into the sea so that Suzuki managers would never have

to see it again. Most bikes produced around the middle 70s had enough

power but lacked a steady frame. The introduction of the Suzuki GS1000 in

1978 changed this problem once and for all. The GS out preformed every

other bike in its category and had a frame to match its power. The only

thing, which could be said against the very popular and successful GS1000,

was its dull looks.

The GS1000 was redesigned and new models based on the same original

success bike were introduced. The GSX1000 in 1980 and the GSX1100S

Katana in 1982. The later bike was a huge success due to it powerful

performance, funky style, low weight and good pricing. In 1983 The RG250

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is Suzuki’s first ever race replica. This bike features the AL-BOX, square

aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the

front. In 1985 The RG500 “Gamma” features the same square-Four cylinder

layout as the as the factory Grand Prix bikes. Other racy features are the

square-tube aluminum frame and the removable cassette-type transmission.

Suzuki pulled a stunt within the motorcycle market by introducing the GSX-

R750, which was such a direct copy of their formula race bike with the only

difference that this GSX was, road legal. It turned the super sport motorcycle

market upside down and dominated the way super bikes would look for the

future. The GSX-R750 was super fast, which wasn't hard to understand since

there were hardly any changes to its racetrack design. Both on the street and

in the race track the bike was a huge success. In 1986 the GSX-R1100 was

also added to the line.

In 1996 Suzuki calls the new GSX-R750 the ‘turning-point model’ thanks to

its twin-spar frame instead of the older double-cradle frame. The engine is

also redesigned and featured 3-piece crankcases, chrome-plated cylinders

and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD)

system.

In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It

will be followed a year later by a racier R version, with a dodgy rotary vane

damping system in the rear shock. Suzuki equipped the TL1000R with a

steering damper, but it was still prone to headshake and customers

approached it with caution, if at all.

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In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a

run of unprecedented dominance. Mladin will win five more times, and

Suzuki will win 8 of the next 9 titles. With sport bikes getting more and

more sharp edged, the company is one of the first to recognize what might

be called the ‘semi-sport’ market, as opposed to the super sport market. The

SV650 features an aluminum-alloy truss frame and a liquid-cooled 90° V-

Twin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate

aerodynamic sportbike. It’s powered by a 1298cc liquid-cooled DOHC in-

line 4-cylinder engine that becomes the darling of land-speed racers. The

name means “peregrine falcon” in Japanese.

The GSX style and line didn't change much over all the years with

improvements being made to the bike. A small fluke in design made Suzuki

lose its performance lead with the GSX-R1100. But the GSX-R750 has

remained a hit up until today. Maybe still hurt by losing the performance

edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the

GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing

and became the world's fastest production bike at a whopping 190 mph (307

km/h).

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In 2001 Suzuki introduced an upgrade GSX-R750 engine and created the

GSX-R1000 (998cc), which is a super bike with outstanding performance. In

2003 the GSX-R1000 was restyled but still kept its position as a super class

bike.

In 2005 Suzuki’s original 4-stroke motocross, the RM-Z450, is equipped

with a 4-stroke 449cc engine, which features the Suzuki Advanced Sump

System (SASS). Troy Corser gives Suzuki its first and only (so far) World

Super bike Championship.

In 2006 The M109R, Suzuki’s flagship V-Twin cruiser is powered by a

1783cc V-Twin engine with 112mm bore and 90.5mm stroke. It has the

largest reciprocating pistons in any production passenger car or motorcycle.

In 2008 The B-King is launched, powered by the 1340cc Hayabusa engine;

the B-King is Suzuki’s flagship big ‘Naked’ bike. Suzuki says it has the top-

ranked power output in the naked category.

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SUZUKI MOTORCYCLES INDIA HISTORY

Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers.

The company’s products include motorcycles and scooters. It offers its

products through a network of dealers. The company was incorporated in

1997 and is based in Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd.

operates as the subsidiary of Suzuki Motor Corp.

Suzuki Motor Corporation (SMC), a global giant of motorcycle

manufacturing is headquartered in Japan. It holds major stake in its Indian

subsidiary, Suzuki Motorcycle India Private Limited (SMIL). SMIL was set

up after Suzuki's re-entry into the Indian two-wheeler market after it severed

ties with partner TVS in 2000-01. Suzuki was then the technology provider

in the erstwhile joint venture company TVS Suzuki.

Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already

crowded Indian two-wheeler segment with players like Hero Honda, Bajaj

Auto, Honda, and TVS. SMIPL have started their Indian operations with a

125-cc mass-market motorcycle. It has made an initial investment of Rs. 200

crores to start their Indian operations.

Company sources have revealed that Suzuki would follow up this 125cc

bike with a high performance 150-cc sibling sometime next year. And for

31

the budget segment, another 100cc bike is expected in the first quarter of

2006. Mass market is the initial aim with plans to enter all the segments

rapidly. They have their facilities located in Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time for buying

a new vehicle in Indian families. Their setup in Gurgaon has the capabilities

of manufacturing one lakh motorcycles and they are ready to step that up

massively if the situation arises. They already have setup 40 dealerships

around the country and are going to establish 4,000-5,000 sq.ft showroom

and service stations to provide services to the customers.

The parent company happens to be one of the largest manufacturers of two

wheelers in the world with more than 20 lakh bikes sold per annum. They

are popular for their range of high performance road machines, lightweight

super bikes, dirt bikes, street bikes, and motocross and fun bikes globally.

32

COMPANY PROFILE

Plant area and production capacity:

They have installed their manufacturing plant in Gurgaon (Haryana)

having the annual capacity of 2,50,000 units. Total land area of the

facility at Gurgaon is 37 acres out of which the present plant is

constructed in an area of 6.5 acres of land. The remaining area of

30.5 acres is left for land development and future expansion.   

Chairman:Mr. Katsumi Takata 

Personnel over the years

 Year 2008-09 Total number of employees 490 

Main ProductsMotorcycles and scooters  

Head Office, Plants & Facilities

  Name   Address   Operations  Head office affairs

 Motorcycle engines assembling and machining

 Spare parts administration

 Education, training and

 Public relations

 Research and development

 Testing and development of motorcycles

33

MISSION OF SUZUKI

The core philosophy of SUZUKI is to provide “VALUE-PACKED

PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the

Organization’s Endeavour has always been to provide “VALUE-PACKED

PRODUCTS” as one of the manufacturing philosophies.

SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the

effort to carry out Product development from customer’s point of view. This

policy has been in effect since Company’s inception and has helped the

Organization to meet customer’s needs. As a result, Suzuki’s Products have

become well received throughout the World.

SUZUKI is fully committed to create Products that meet customer’s demand

by utilizing its dynamic, long-nurtured technological advantage coupled

with its fresh and active human resources.

Develop products of superior value by focusing on the customers

Establish a refreshing and innovative company through teamwork

Strive for individual excellence through continuous improvement

34

GROWTH REPORT:

It has reported a growth of 47.66% in sales in the month of November ‘09

at 14745 units compared to 9986 units same month last year.

It has sold 14806 units in December ’09 listing a strong growth of 61%

over its sales in December ’08 despite recession. This increase of sales is

attributed to the tremendous response from the new product GS150R and

ACCESS 125.

It has reported 93% growth in sales during the month of January 2010. It

has sold 20441 units in January ‘10 listing a strong growth of 93% over its

sales in January ‘09.

It has sold 21752 units in March ‘10 listing an impressive growth of 76%

over its sales in March ‘09. This increase of sales is attributed to the

tremendous response from the new product GS150R and ACCESS 125.

It has great plans for the coming year and this is only the beginning. Their

objective is to offer quality products and customer satisfaction to consumers.

This growth momentum will further accelerate in coming months.

35

SMPIL GROWTH REPORT IN ‘09-‘10

OEMs 2008-09 2009-10 GROWTH

BAL 9,692 3,759 -61.22%

HHML 1,53,193 2,08,440 36.06%

HMSI 6,54,319 7,39,947 13.09%

KINETIC 5,522 - -100.00%

M&M 2W - 70,008 0.00%

SMIL 85,782 1,40,983 64.35%

TVS 2,39,469 2,99,370 25.01%

TOTLE 11,48,007 14,62,507 27.40%

36

FACILITIES

1 ) ENVIRONMENT:

The philosophy of keeping “environment first” is properly percolated

downwards. To comply with all applicable legislations and setting standards

thereof remains only a beginning. Company thrives to discover and invent

mechanisms for better environment management systems and it’s a

continuous process which is managed by a separate wing of experts and

specialist in the field.

The biggest testimony of Suzuki’s commitments towards “environment

first” is seen at Gurgaon which is built to be a Zero discharge plant.

SMIPL have embraced Natural light optimization system and water

harvesting systems besides several other measures to create better and

cleaner environment around us. All packaging material used by Suzuki is re-

cycleable. A constant flow of internal communication on environment

related issues not only creates awareness amongst employees but also helps

in inculcating ‘an environment friendly’ value system.

2) SHOP FLOOR SAFETY MEASURES:

SMIPL have safety guards/safety curtains to ensure Operator safety on

machines. Company has also installed robots through out the facilities to

reduce the ergonomic stress on workers. There are gas detection systems

installed to eliminate any gas related accident and fire detection system for

immediate information about any fire related incident.

37

SMIPL have fire fighting system (manual & automatic) for immediate

handling of any fire related accident. They have a fire tender (capacity 4500

liters water and 500 liters capacity foam).

Company try to maintain zero accident record through regular safety audit,

frequent training for staff, line associates and contractors. They organize

different safety programs and competitions to encourage employee

awareness and involvement.

3) ENVIRONMENTAL UTILITY:

To take care of the health of all our employees, they maintain all

international parameters and standards for drinking water, treated water,

ambient air shop floor, office and the outside. They keep updating all these

standards of health and welfare of employees through a team of well

qualified personnel in the R & D laboratory.

4) QUALITY CONTROL :

It has four main sections as follows:

Tested by SMC Japan with their international quality standards

Final (Vehicle) Inspection

Market Quality

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5) PARTS INSPECTION:

The non conformities in the parts being procured may lead to

production loss & degradation of the quality of the final output and

life of the product. To ensure the product, the dimensional, material,

aesthetic & performance inspection for the special processes are

carried out on the individual parts before they are declared fit for the

assembly

For carrying out the inspection activities effectively, we have the

latest & sophisticated machines installed in the inspection area

6) FINAL (VEHICLE) INSPECTION:

Safety related parameters such as braking; clutch operation and other

functional defects of the vehicle

Emission related parameters for checking the conformance of the

exhaust gases with the emission rules

Functional & aesthetic parameters are also checked

7) MARKET QUALITY:

To act upon the customer’s feedback received from the service

department for the up gradation of the product

To resolve the quality issues being received from the market by

visiting the suppliers & taking the corrective & preventive measures

for the same

Monitoring for the effectiveness of the measures taken for the

particular problems through the cut off engine/ frame numbers.

39

8) WORK CULTURE:

They believe that future growth and prosperity of every employee

depends on the company’s growth and prosperity

Organizational and individual discipline

Continual improvement in quality and productivity

Cost consciousness

Customer satisfaction ( both internal and external )

Long term goals

Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT:

Company's growth is based on enhancement of technical and behavioral

skills of the employees. They continually identify the performance gaps and

new skills required keeping into the company's growth in focus. They

believe that Employees are the most important assets of an organization. For

enhancement of technical and behavioral skills of the employees they

organize regular training programmers. Teams from Japan often come to the

organization to impart training. Their focus is to create a healthy

Environment where individual employee can achieve maximum satisfaction.

40

PRODUCTS OF SUZUKI MOTORCYCLES

SUZUKI ACCESS 125CC

Suzuki launched the Access 125cc in the month of September 2007. In those

days, Access 125 was the third product from Suzuki’s stable in India. Prior

to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN

India.

Suzuki Access 125 is the third product from the Suzuki stable in India after

Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled

four-stroke engine with Continuous Variable Transmission (CVT), which

develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design

is typically Japanese, almost flat aprons where large turn indicators are

embedded. Though it has a longer wheelbase access looks compact because

of this design. No body colored mirrors for this access. Paint quality is of top

notch.

SUZUKI ACCESS 125 FEATURES:

41

Xtra Torque Performance (XTP) for more power and faster pick-up

Telescopic front fork suspensions for comfortable riding

Tail lights that are trendy and attractive

Wider seat for comfort riding

Large size underseat compartment

Centralized ignition key switch, with shutter

Smart built-in signal

Multi-reflector lights for better visibility

Stylish, Chrome-plated silencer cover

SUZUKI ACCESS 125 TECHNICAL SPECIFICATIONS:

Dimensions And Dry Mass

Overall length 1780 mm

Overall width 650 mm

Overall height 1125 mm

Wheelbase 1250 mm

Ground clearance 160 mm

Seat height 780 mm

Dry mass 109 kgs

Engine

Type Four-stroke, Air-cooled,OHC

Number of cylinders 1

Displacement 124 cm3 (cc)

Max Power 6.4 Kw@7000rpm (8.58hp@7000rpm)

Max Torque 9.8Nm@5000rpm (1.0kg-m@5500rpm)

42

Air cleaner Non-woven fabric element

Transmission CVT

Starter system Self & Kick Self

Suspension

Front Telescopic

Rear Swing-arm

Brake

Front Drum brake (130 mm)

Rear Drum brake (130 mm)

Tyre Size

Front 90/100-10

Rear 90/100-10

Electrical

Spark plug CHAMPION P-RZ9HC

Battery 12V, 5Ah

Headlamp 12V 35/35W

Fuel Tank : Capacities

Tank capacity 6.4 L

Underseat space 20 L

43

SUZUKI GS150R

The 150cc Segment is picking up in India. Suzuki has been a little

conservative till now with its bike models. Zeus and Heat and not extra

ordinary, but it sells enough to be seen here and there a while. The company

took another step ahead with the Access 125 Scooter. Suzuki’s foray into

this segment is expected to be create similar impact in the segment with the

GS150R.

The engine of the Suzuki GS150R is said to be convenient for riding in the

city. The 150cc engine respires through a BS26 carburetter. It comes with

Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops

13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm.

According to Suzuki, GS150R will return a mileage of 48kmpl in City and

55kmpl in Highway.

The engine uses engine balancer technology to minimise vibration and comes with a rubber

damper and a balancer shaft. It has a digital speedometer which shows gear position, fuel level,

speed, odometer, tripmeter and the tachometer is a neat dial adjacent to the digital console.

Name: GS150R

Type: Commuter

Top Speed: 120kph

44

OTHER SPECIFICATIONS

Weight: 134.00 kg

Ground Clearance:160.00 mm

Fuel Tank: 15.50 ltrs

Wheelbase: 1340.00 mm

Headlamp:Multi Reflector Halogen Bulb

Fuel Consumption:City

48.00

Fuel Consumption:Highway

55.00

ENGINE SPECIFICATIONS

Displacement: 149cc

Engine:Four Stroke, Single Cylinder, SOHC

Maximum Power: 13.8 Bhp @ 8500 rpm

Maximum Torque: 13.4 Nm @ 6000 rpm

Gears: 6 Manual

Bore: 57

Stroke: 58.6

No. of Cylinders: 1

Cylinder Configuration:

SOHC

Valve Per Cylinder:

2

Cooling Type: Air Cooling

Carburetor:BS26 - Throttle Positioning Sensor

DIMENSIONS

Length: 2095.00 mm

Width: 775.00 mm

Height: 1120.00 mm

SUZUKI ZEUS 125CC

45

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been

launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs

46,084. The bike had a soft launch earlier this year.

Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian

market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's

attempts to come back to the Indian market, which it had left in the late 90s.

During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler

business.

Suzuki Zeus, packed with latest technology and styling, is an entry level

bike from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl

for a much stylished, dynamic look. The bike is available in Zeus 125X and

125XU models.

Suzuki Zeus will be available in three colors, the company said. These are

Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl

Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the

company has invested Rs 200 crore at its Gurgaon manufacturing plant. The

production capacity of the plant is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:

Powerful Disc Brakes (front, asbestos-free)

46

Bright and Big multi-reflector Halogen Head Lamp for better

visibility at night and make a dashing style statement.

Convenient Shift indicator for adjusting fuel efficiency on different

gears.

Advanced and Stylish Instrument Panel with Tachometer

Uniquely styled front cowl for a dynamic look.

Stylish Under Cowl for engine protection and making a style

statement.

Advanced 5-speed Gearbox for a smoother and comfortable ride.

Robust all Aluminium Engine with large fins and upright cylinder for

superb cooling and style.

Primary Kick & Auto Decompression System for effortlessly starting

the engine in any gear.

Stylish and large fuel tank.

Ergonomic seat design for easy ground access and minimum knee

bending.

Helmet Holder to take the load off your head after you park the bike.

VEHICLE SUMMARY

Name: Zeus 125

Model: XCD

Type: Commuter

Top Speed: 101kph

ENGINE SPECIFICATIONS

Displacement: 124cc

Engine:Four-stroke, Air-cooled, OHC

Maximum Power: 8.5 Bhp @ 7500 rpm

Maximum Torque: 10 Nm @ 3500 rpm

OTHER SPECIFICATIONS

Weight: 114.00 kg

Ground Clearance: 155.00 mm

Fuel Tank: 12.00 ltrs

Wheelbase: 1240.00 mm

Electrical System: NA

Headlamp: NA

Battery Type: 9.0 KC 10HR

Battery Voltage: 12V

Battery Capacity: 2.5 Ah

Horn: NA

Wheel Type: Alloys

47

Gears: 5 Speed

Clutch: Wet Multiplate type

Bore: 53.5

Stroke: 55.2

Cylinder Configuration:

NA

Engine Block Material:

NA

Chassis Type: NA

Cooling Type: Air Cooling

Carburetor: NA

DIMENSIONS

Length: 2040.00 mm

Width: 770.00 mm

Height: 1125.00 mm

Wheel Size: 2.75x18 - 3.00x-18 mm

Tubeless:

Colors: NA

ACTIVE AND PASSIVE SAFETY

Suspension(Front):Telescopic, Coil spring, Oil damped

Suspension(Rear):Swing-arm type, Coil spring, Oil damped

Brakes: Disc

Brakes(Rear): Drum 130mm

Stand Alarm:

COMFORT AND CONVENIENCE

Fuel Guage: Analogue

Self Start:

Tacho Meter: Analogue

Trip Meter: Analogue-1

Alloys:

Warranty: NA

Speedometer: Analogue

Passenger Footrest:

Passenger Backrest:

Step-up Seat:

Pass-light:

SUZUKI HAYABUSA

Suzuki bring the

Hayabusa motorcycle to India. The Hayabusa – official nomenclature is

48

GSX 1300R – will pave the way for Suzuki’s foray into the superbike

segment in India. Competition, however, has already arrived in the shape of

Yamaha and Ducati motorcycles in India.

Powered by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is

likely to sport a price tag of  Rs 11 lakh. The bike was launched in the first

week of September 2008. Suzuki also launched a second superbike, the

GSX-R 1000 in November.

Although boasting of a top speed of 397 km per hour as per recorded figures,

the bike that will come to India will have a speed limit of 299 km per hour.

Company think that the higher figure here is from some world record

attempts, while 299 km ph would be the official top speed. Do keep in

though that superbike or not, speed limits in most parts of India are at 60

kmph, and may go up to 100 km ph on some of the expressways.

Suzuki expects only a sale of around 150 units of the Hayabusa in India per

annum.

49

SUZUKI WARRANTY POLICY

Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all

models manufactured in its Gurgaon plant and sold through its authorized

dealers. Suzuki Motorcycle India Private Limited reserves the right either to

replace or repair, at their authorized dealer, free of cost, those parts which

may be found on examination to have manufacturing defect within 2 years

from the date of sale (or) first 30,000 kms whichever occurs earlier of its

operation.

If any of the free or paid service is not done as per schedule, the warranty

tends to stand void. Parts of the vehicle have been subjected to misuse,

accident, and negligent treatment, use of bad quality parts which are not

manufactured (or) not recommended for use by SMIPL on their motorcycles.

Parts of the motorcycle getting rusted or their plating or painting coming off

due to atmospheric condition like Sea Breeze and Industrial Pollution.

Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used

for any commercial purposes like Hiring etc. SMIPL undertakes no liability

in the matter of any consequential loss (or) damage caused due to failure of

the parts. Parts repaired (or) replaced under this warranty are warranted only

for the original warranty period of Suzuki motorcycles. Consumables like

Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered

under the application of the warranty.

50

SHIVALIK SUZUKI

The SHIVALIK Show room has its separate service center, Here

SHIVALIK SUZUKI also have a latest service center with all

semi-automatic instruments. It maintain a unique and regular

checking of each and every bike to increase a satisfaction level

of the customers.

SHIVALIK SUZUKI strictly watch and try to lesser the time of a

customer while they give bike in to service. Mostly Customer

when come to give his bikes in service, the service procedure of

the showroom is very less and smallest so that customer will free

within 5 Minutes.

Gate Entry

Receive by Service Advisor

Job Card Entry (Opening)

Estimation of Exp .

This Procedure will take just only 5 Minute then after Service of

the Bike is done.

51

SERVICE PROCEDURE

52

WASHING THE BIKE

MECHANICS / ENGINEER (BIKE WISE)

SPARPART REQUICISION (IF REQUIRED)

SPAREPART DEPART.

FITTING OF SPARPARTS & COMPLETE FORTHER

PROCESS

TESTING ON ROAD

SUPERVISOR

DELIVERY TO THE CUSTOMER

SHIVALIK SELLING SCHEME & RESULT:

Selling scheme is a Dealers Scheme that is useful to attract the

customer towards the showroom to purchase new bike. This all

selling scheme provided to the customer is within Rs.2000 . Such

Selling Scheme are:

RTO Free

Insurance Free

Petrol Free Up to some K.M or some Rupees.

Reference Sales

DSS (Door Sales Service)

Exchange (It is a Major tool of Scheme/Conversion)

SELLING OF SHOW ROOM:

Every showroom’s goal is to increase the sales. The “SHIVALIK

SUZUKI” has a great sales of bike through providing different

scheme, facility and services to the customer. The Following

figures are approximate:

Daily 6 vehicles

Monthly 160 Vehicles

Yearly 1920 Vehicles.

53

MAJOR COMPETITORS

1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture

between India's Hero Group (world's largest bicycle manufacturers) and

Japan's Honda Motor Company. In 1985 production began with the launch

of its first motorcycle, the CD100, which gave 80 km to the liter. In 1987 the

engine plant was started and in 1989 the Company produced its 3,00,000th

motorcycle. In 2001 Hero Honda manufactured its 50,00,000th motorbike.

Hero Honda has a reputation of being the most fuel-efficient and the world's

single largest two wheeler Company. Shri Brijmohan Lall Munjal is the

chairman and managing director of this Company.

During 80s, Hero Honda became the first company in India to prove that it

was possible to drive a vehicle without polluting the roads.

The unique features like fuel conservation, safety riding courses and mobile

workshops helped the group reach in the interiors of the country. Well-

entrenched in the domestic market, Hero Honda Motors Ltd. turned its

attention overseas, and exports have been steadily on the rise.

54

2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler scenario in the

country, they were in a tie up with the Firodias owned Kinetic group.

However in the late 90s they parted ways after problems arose over issues

like introduction of new models, advertising expenditure, marketing

strategies and other related issues.

In the mid 80 Honda motors of Japan joined hands with the largest bicycle

maker of India the Hero cycles to create Hero Honda which in a couple of

decades or so have gone on to become the single largest motorcycle

company in the world. Though Honda has come on its own on the Indian

market yet it will be providing technological support to Hero Honda for the

next ten years.

Thus presenting a unique situation in which the company will be in direct

competition with the company which it has been associated for nearly two

decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary

of Honda motor company Japan eventually entered the Indian market with

Honda Unicorn in 2004.

55

3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki

Heavy Industries of Japan to manufacture state-of-art range of latest two-

wheelers in India. The JV has already given the Indian market the KB series,

4S and 4S Champion, Boxer, the Caliber series, and Wind125

Kawasaki Heavy Industries is a Fortune 500 company with a turnover of

USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more

than hundred years.

The technologies of KHI have redefined space systems, aircrafts, jet engines,

ships,locomotive, energy plants, automation system, construction

machinery, and of course high reliability two-wheelers KHI has given the

world its legendary series of 600-1200cc Ninja and 1600 Vulcan bikes.

Straight from its design boards, the Kawasaki Bajaj Eliminator, India's first

real cruiser bike, redefines the pleasure of "biking" in looks as well as

performance.

Bajaj is the first Indian two wheeler automobile company in the market since

1945 with the name M/s Bacharj trading corporation private limited. In 1959

M/s Bacharj trading corporation private limited change its name as Bajaj

Auto Ltd. Bajaj Auto obtains license from the Government of India to

manufacture two- and three-wheelers vehicles in 1959.

56

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began with

the vision of TVS Scooty the founder of the Sundaram Clayton Group,

the late T.S. Srinivasan - 'to design, develop and produce an affordable

moped for the Indian family.' This vision was realized in 1980 when TVS

50, India's first two-seater moped rolled out of the factory at Hosur in Tamil

Nadu, Southern India. The company has been known for its ruggedness and

reliability.

TVS Motor has continually worked on innovation of the motorcycle

segment along with two wheeler range. The Suzuki Shaolin, developed by

TVS Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of

the company success is TVS Scooty, a 60 cc Scooterette which keep one

step ahead of its time in India. The company is the third largest two-wheeler

manufacturer in India and ranks among the top ten globally. The company

was the first in India to launch 2-seater 50cc moped and 100cc Indo-

Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,

TVS Centra and TVS Fiero are the popular bikes in Indian market.

57

5) YAMAHA MOTOR INDIA (YMI)

Yamaha made its initial foray into India in 1985. Subsequently, it entered

into a 50:50 joint venture with the Escorts Group in 1996. However, in

August 2001, Yamaha acquired its remaining stake as well, bringing the

Indian operations under its complete control as a 100% subsidiary of

Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state-

of-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar

Pradesh and produces motorcycles both for domestic and export markets.

With a strong workforce of 2000 employees, India Yamaha Motor is highly

customer-driven and has a countrywide network of over 400 dealers.

The company pioneered the volume bike segment with the launch of its 100

cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range

of 2-stroke and 4- stroke bikes in India. Presently, its product portfolio

includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

58

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India.

In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion.

The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer. The ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle.

Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150 authorized service centers in India. The company also exports its products to over 20 countries including Canada, France, Japan, USA, Germany and UK.

59

60

INTRODUCTION:

Satisfaction is a person’s feelings of pleasure or disappointment resulting

from comparing a product’s perceived performance (or outcome) in relation

to his or her expectations. Whether the buyer is satisfied after purchase

depends on the offer’s performance in relation to the buyer’s expectations. If

the performance falls short of the expectations, the customer is dissatisfied.

If the performance matches the expectations, the customer is satisfied. If the

performance exceeds expectations the customer is highly satisfied or

delighted.

A company would be wise to measure customer satisfaction regularly

because one key to customer retention is customer satisfaction. A highly

satisfied customer generally stays loyal longer, buys more as the company

introduces new products and upgrades existing products, talks favorably

about the company and its products, pays less attention to competing brands

and is less sensitive to price, offers product or service ideas to the company,

and costs less to serve than new customers because transactions are routine.

When customers rate their satisfaction with an element of the company’s

performance - say, delivery. It could mean early delivery, on-time delivery,

order completeness, and so on. The company must also realize that two

customers can report being “highly satisfied” for different reasons. One may

be easily satisfied most of the time and the other might be hard to please but

was pleased on this occasion. A number of methods exist to measure

customer satisfaction.

61

Periodic surveys can track customer satisfaction directly. Respondents can

also be asked additional questions to measure repurchase intention and the

likelihood or willingness to recommend the company and brand to others.

Companies that do achieve high customer satisfaction ratings make sure

their target market knows it. For customer centered companies, customer

satisfaction is both a goal and a marketing tool. Although the customer-

centered firm seeks to create high customer satisfaction, that is not its

ultimate goal.

If the company increases customer satisfaction by lowering its price or

increasing its services, the result may be lower profits. The company might

be able to increase its profitability by means other than increased satisfaction

(for example, by improving manufacturing processes or investing more on

R&D). Also, the company has many stakeholders, including employees,

dealers, suppliers and stock holders.

Spending more to increase customer satisfaction might divert funds from

increasing the satisfaction of other “partners”. Ultimately, the company must

operate on the philosophy that it is trying to deliver a high level of customer

satisfaction subject to delivering acceptable levels of satisfaction to the other

stakeholders, given its total resources.

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CUSTOMER SATISFACTION IN 7 STEPS

It's a well known fact that no business can exist without customers. In the

business of Website design, it's important to work closely with your

customers to make sure the site or system you create for them is as close to

their requirements as you can manage. Because it's critical that you form a

close working relationship with your client, customer service is of vital

importance. What follows are a selection of tips that will make your clients

feel valued, wanted and loved.

1. ENCOURAGE FACE-TO-FACE DEALINGS:

This is the most daunting and downright scary part of interacting with a

customer. If you're not used to this sort of thing it can be a pretty nerve-

wracking experience. Rest assured, though, it does get easier over time. It's

important to meet your customers face to face at least once or even twice

during the course of a project. Suzuki believes that if a potential client

spends over half the meeting doing the talking, you're well on your way to a

sale. In SMPIL always face to face dealing with customer

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2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED:

This goes without saying really. We all know how annoying it is to wait

message and you'll contact them about it as soon as possible. Even if days

for a response to an email or phone call. It might not always be practical to

deal with all customers' queries within the space of a few hours, but at least

email or call them back and let them know you've received their you're not

able to solve a problem right away, let the customer know you're working on

it.

Suzuki always listen customer problem and solve his queries and always

have communication with customer.

3. BE FRIENDLY AND APPROACHABLE:

It's very important to be friendly, courteous and to make your clients feel

like you're their friend and you're there to help them out. There will be times

when you want to beat your clients over the head repeatedly with a blunt

object - it happens to all of us. It's vital that you keep a clear head, respond

to your clients' wishes as best you can, and at all times remain polite and

courteous.

In Suzuki showroom all workers are trained and well behave with customer.

Suzuki showroom’s staff very friendly with clients.

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4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE

POLICY:

This may not be too important when you're just starting out, but a clearly

defined customer service policy is going to save you a lot of time and effort

in the long run. If a customer has a problem, what should they do? If the first

option doesn't work, then what? Should they contact different people for

billing and technical enquiries? If they're not satisfied with any aspect of

your customer service, who should they tell?

There's nothing more annoying for a client than being passed from person to

person, or not knowing who to turn to. Making sure they know exactly what

to do at each stage of their enquiry should be of utmost importance. So make

sure your customer service policy is present on your site -- and anywhere

else it may be useful.

In Suzuki all terms & conditions are clearly mentioned so that no doubt in

customer mind

5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE

LITTLE NICETIES'):

Have you ever received a Happy Birthday email or card from a company

you were a client of? Have you ever had a personalized sign-up confirmation

email for a service that you could tell was typed from scratch? These little

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niceties can be time consuming and aren't always cost effective, but

remember to do them.

Even if it's as small as sending a Happy Holidays email to all your

customers, it's something. It shows you care; it shows there are real people

on the other end of that screen or telephone; and most importantly, it makes

the customer feel welcomed, wanted and valued.

Suzuki has keep detail of all customers and make them happy on specific

occasion.

6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF

YOUR WAY TO HELP THEM OUT:

Sometimes this is easier said than done! However, achieving this supreme

level of understanding with your clients will do wonders for your working

relationship.

Suzuki always tries to know about customer needs and make the product

according to them.

7. HONOUR YOUR PROMISES:

It's possible this is the most important point in this article. The simple

message: when you promise something, deliver. The most common example

here is project delivery dates.Clients don't like to be disappointed.

Sometimes, something may not get done, or you might miss a deadline

through no fault of your own. Projects can be late, technology can fail and

sub-contractors don't always deliver on time.

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OBJECTIVES OF THE STUDY

The objective of the study is “Company image SUZUKI

MOTORCYCLES and Survey research to measure customer

satisfaction towards SUZUKI ACCESS 125.

To determine the effects of the company image on the sales.

To understand customer attitude towards Suzuki motorcycles and

Suzuki auto.

To measure customer satisfaction of Suzuki Access 125 owners.

To know the market share of Suzuki motorcycles.

To predict the boom of automobile industry.

To know the tastes and preferences of people.

To find the reasons for buying Access 125.

To determine the customer’s satisfaction regarding two-wheeler and

after sales service.

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SCOPE OF STUDY

This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT.

LTD. with an insight on the consumer satisfaction pattern of Suzuki Access

125cc as well as the customer’s response and awareness towards the brand,

products and services of Suzuki.

The data has been analyzed and presented in a simple and precise way on the

basis of which pertinent recommendations have been made to the company

to better the services, policies and strategies of the company in India.

Companies also want the Suggestion for improvement from users

of Suzuki Vehicle & get Feedback from customer.

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RESEARCH METHODOLOGY

Survey research is the systematic gathering of information from respondents

for the purpose of understanding and/or predicting some aspects of the

behaviors of the population of interest. It is the most common method of

collecting primary data for marketing decisions. Survey can provide data on

attitudes, feelings, beliefs, past and intended behaviors, knowledge,

ownership, personal characteristics and other descriptive items.

Survey research is concerned with administration of questionnaires

(interviewing). The survey research must be concerned with sampling,

questionnaire design, questionnaire administration and data analysis. The

administration of questionnaire to an individual or group of individuals is

called an interview. A questionnaire is simply a formalized set of questions

for eliciting information. As such, its function is measurement and it

represents the most common form of measurement in marketing research.

The report has been prepared on the basis of information collected from

different sources. In order to achieve the objective of the project proper

research method was applied. After giving through brain storming session,

objectives were selected and the set on the base of these objectives, A

questionnaire was designed major emphasis of which was gathering new

ideas or insight so as to determine and bind out solution to the problems.

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RESEARCH DESIGN

This study is a mix of explorative and formal methodologies

adopting monitoring and observing to study the dealerships in Ahemdabad

and communication to elicit responses from customers. This is a cross

sectional study done during the months March-May.

The study also aims at findings out the customer satisfaction level of

SUZUKI ACCESS 125cc.For the customer satisfaction study a

questionnaire was formulated containing 22 questions which were sent out

for response mainly through personal interviews of customers. Results of

this step formed the basis of the recommendations given to the company.

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SOURCE OF DATA

The report has been prepared as per the information

obtained from two sources. They are:

Primary data

Secondary data

1. PRIMARY DATA :

The primary data is that which details we collect first time from the

market and also used first time in the research. To collect the primary data

structured non disguise questionnaire is prepared. Primary Data was very

crucial to collect so as to know various past & present consumer views about

bikes/scooter and to calculate the market share of this brand in regards to

other brands. Fresh primary data was collected by taking direct filling of a

questionnaire from customer which involved face to face, all the Suzuki

customer who visited the dealership showroom for the service of their

bikes/scooters were questioned in order to find out the behavior of customer.

2. SECONDARY DATA :

Secondary data are those which has been collected by some one else and

which already have been passed through statistical process. When the

secondary data are sufficient, the researcher has to be satisfied with the

primary sources of data. Secondary data can be used as bases for comparison

with primary data have been collected by questionnaire. Secondary data has

been taken from internet, newspaper, magazines and companies web sites.

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DATA COLLECTION METHOD

Researcher instruments is the tool by which the researcher can do research

on specific problems or objective. The most popular researcher instrument

for collection data is “Questionnaire” for a particular investigation. It is

simple for a moiled set of questions presented to respondents for their

answers. Due to this flexibility, it is most common instrument used to collect

the primary data. During the pre- testing of questionnaire, I seen the reaction

of respondents and suggestions required to make change in research

instrument.

The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:-

It is helpful in knowing what is uppermost in

the mind of the respondents. It gives complete freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:-

It has only two answers in form ‘yes’

or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is offered

two or more choice.

3) MULTIPLE-CHOICE QUESTION:-

In this, the respondent is offered two or more choice.

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SAMPLE DESIGN

Sampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research depends

on the sample size selected for the survey purpose. For the customer

satisfaction study a sample of 100 persons was chosen from the Suzuki’s

dealership in Ahmedabad.

SAMPLING PLAN: Data collected has been analyzed and interpreted by using

simple percentage method and finally the data is presented in graphs and

charts.

SAMPLING FRAME:

Customers visiting showrooms for servicing their motorcycles

Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:-

The survey was conducted in Ahmedabad city.

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SAMPLING UNIT:-

It means “Who is to be surveyed”. Here target population is

decided and it is who are interested to purchase “Scooter” and sampling

frame is developed so that every one in the target population has known

chance of being sampled. So the survey is conducted particularly in

Ahmedabad City.

SAMPLE SIZE:-

For the purpose of proper survey, there is need of perfect

research instruments to find out sample size for more accurate result about

buying behavior of scooter. The sample size is 100 respondents.

SAMPLING METHOD :-

A Stratified random sample is one where the

population is divided in to mutually exhaustive strata or sub-group and then

a simple random is selected within each of strata on age groups, occupation

etc. It may be noted that stratification does not means absence of

randomness. I use a simple random sampling method.

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1) AGE-WISE CLASSIFICATION

AGE (IN YEARS) NO. OF RESPONDENTS PERCENTAGE (%)18-25 49 4926-35 26 2636-45 19 19

46 & ABOVE 6 6

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ANALYSIS:

The above pie chart is showing that the customers of Access 125 are

mainly coming from the age group of 18-25 that is around 49%

because that people of this age group are passionate and are style

freaks,

we can say that Popularity of Access 125 is available in the age of

26-35 (around 26%) also because of its reputation in the world

market.

2) GENDER-WISE CLASSIFICATION

MALE FEMALEGENDER 71 29

PERCENTAGE (%) 71 29

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ANALYSIS: Above Graph shows that 71% of respondent are Male

and 29%of respondent are Female.

3) MARITAL STATUS CLASSIFICATION

MARRIED UNMARRIEDMARITAL STATUS 51 49PERCENTAGE (%) 51 49

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ANALYSIS:

In this pie chart it is very much clear that 51% of the Access 125

Customer is mainly married & 49% unmarried, so Suzuki launch Access 125

is mostly being accepted by the family oriented people.

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4) OCCUPATION-WISE CLASSIFICATION

OFFICIALS STUDENTS RETIRED OTHERSOCCUPATION 37 55 3 5

PERCENTAGE (%) 37 55 3 5

ANALYSIS:

Once again we found that Suzuki’s major customers are the

students of colleges and schools which consists 55%, as they want

something special, new, stylish, masculine and attractive and Suzuki is

providing that in the form of Access 125.

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5) INCOME-WISE CLASSIFICATION

INCOME (P.A) (IN ‘000) NO. OF RESPONDENTS PERCENTAGE (%)75-100 2 2100-125 18 18125-150 49 49

150 & ABOVE 31 31

ANALYSIS:

In the income group distribution we can analyze those

customers of Access 125 are coming from the Middle income group people

which is around 49% by including 125-150 slab of income group. It shows

that Suzuki is placing their products in the appropriate price range. As the

people of this income bracket can easily afford this two wheeler.

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7) WHAT IS YOUR PRECEPTION ABOUT SUZUKI AUTOMOBILE’S PRODUCT?

VERY GOOD GOOD AVERAGE BADNO, RESPONDENT 14 28 56 2PERCENTAGE (%) 14 28 56 2

ANALYSIS:

In this pie chart it is very much clear that customer perception

about Suzuki automobile’s product is average 56% and 28% are good.

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8) HOW DID YOU GET KNOW ABOUT SUZUKI?

ADVERTISEMENT FAMILY FRIEND’S DEALER’S RESPONDENTS 44 22 18 6PERCENTAGE (%) 44 22 18 6

ANALYSIS:

As we can see here the major promotional tool which is influencing the

customers is advertisements which is around 49%, after that the major

source of awareness among customers, is Family 24% & friend’s 20%.

So here we can say that Suzuki should produce better advertisements like

Access 125 and they should link their ads with the emotions of the

customers so that the brand recognition by the customers will be for long

time. The customers can still recall the punch lines of Bajaj and Hero Honda

such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such

should also use such kind of heart loving lines.

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MORE VARIETY MORE VALUE FOR MONEY

IMPROVED QUALITY

BETTER SALES

SERVICERESPONDENTS 14 49 29 8PERCENTAGE (%) 14 49 29 8

9) IF YOU ARE GOING TO BE A CUSTOMER OF SUZUKI MOTORCYCLES, WHAT WILL BE

YOUR EXPECTATION?

ANALYSIS:

As

we can see that most of

customer expectation after going to be Suzuki motorcycles product is 49%

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ask more value for money & 29% ask improved quality so company should

provided according to the needs and quality to the customer.

HERO HONDA TVS HONDA BAJAJRESPONDENTS 34 9 36 21PERCENTAGE (%) 34 9 36 21

10) WHICH BRAND ACCORDING TO YOU IS GIVING THE MOST COMPETITION TO SMPIL

IN INDIA?

ANALYSIS:

In this pie chart we can see that in India most competition brand against

Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market

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share and fight with competition SMIPL has to give customer wide range of

product with better quality.

11) DO YOU LIKE SUZUKI ACCESS 125?

VERY MUCH AVERAGE NOT SO MUCHRESPONDENTS 54 43 3

PERCENTAGE (%) 54 43 3

ANALYSIS:

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As we can see that 69% customer are very much like Suzuki Access 125 but

43% customer are average like Suzuki Access 125 so company has to more

improve his product.

12) WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?

HIGHLY PRICED AVERAGE PRICE LOW PRICERESPONDENTS 22 76 2

PERCENTAGE (%) 22 76 2

ANALYSIS:

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In this pie chart 76% customer are think that Suzuki Access 125 price is

average and 22% customer are think that Suzuki Access 125% price is high

so company maintain this price.

13) DO YOU THINK THAT THE SUZUKI ACCESS 125 IS CAPABLE TO ATTRACT

TODAY’S GENERATIONS?

YES NO CANNOT SAYRESPONDENTS 69 22 9

PERCENTAGE (%) 69 22 9

ANALYSIS:

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In this pie chart we can se that 69% customer are think that Access 125 is

attract today’s generation and 22% are think that no so company should

more focus on today’s generation.

14) WHAT IS THE BEST THING IN SUZUKI ACCESS 125?

QUALITY STYLE/DESIGN SERVICE PRICERESPONDENTS 43 33 13 11

PERCENTAGE (%) 43 33 13 11

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ANALYSIS:

Above graph show that in Suzuki Access 125 the best thing is quality 43%,

style/design 33% so company should maintain his quality & style and

improved his service & price to increase satisfaction level.

15) HAS IT SERVED THE PURPOSE OF PURPOSE OF PURCHASING?

YES NO AVEARAGE CAN’T SAYRESPONDENTS 53 12 29 6

PERCENTAGE (%) 53 12 29 6

ANALYSIS:

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We can see that 53% are satisfied 29% are average satisfied and thinks that

it is worth purchasing so it is good for company.

16) SATISFIED WITH FREE SERVICE FROM THE SHOWROOM?

YES NORESPONDENT 82 18

PERCENTAGE (%) 82 18

90

ANALYSIS:

In this pie chart we can see that 82% customer is satisfied with free service

from the showroom so the company showroom maintain his service &

customer relationship.

17) IS SUZUKI ACCESS 125 COMFORTABLE FOR DRIVING & JOURNEY?

YES NO AVERAGERESPONDENTS 73 3 24

PERCENTAGE (%) 73 3 24

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ANALYSIS:

Above pie chart shoe that 73% customer think that Suzuki Access 125 is

comfortable for driving & journey so company should maintain quality of

Access 125 and provide safety measures to the customer.

18) MAINTENANCE COST OF SUZUKI ACCESS 125?

HIGH AVERAGE LOW RESPONDENTS 6 39 55

PERCENTAGE (%) 6 39 55

ANALYSIS:

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In this pie chart we can that the maintenance of Suzuki Access 125 is 55%

low and 39% average so it is good for company and company should

maintain his product quality.

19) DO YOU THINK THE VALUE OF MONEY YOU SPENT ON SUZUKI ACCESS 125?

YES NO AVERAGERESPONDENTS 69 3 28

PERCENTAGE (%) 69 3 28

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ANALYSIS:

Above pie chart show that after purchasing Suzuki Access 125 69% customer are thinks that it is good value for money and 28% think that it is average for money.

20) WHAT IS YOUR LEVEL OF SATISFACTION TOWARDS SUZUKI ACCESS

125?

0-25 25-50 50-75 75-100RESPONDENTS 9 13 26 52PERCENTAGE (%) 9 13 26 52

ANALYSIS:

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In this pie chart we can see that customer belongs to 75-100 satisfaction

level, 18% customer belongs to 50-75 satisfaction level so it is good for

company that people like Suzuki Acess125.

FINDINGS

The survey show that 56% customer are average & 28% customer are

good perception about Suzuki automobile product

The study show that 44% respondents come to know from

“advertisement and 22% respondents purchase two wheeler from

family’s recommendation.

The survey show that 49% customer are going to be Suzuki

motorcycles because they expectation is more value for his money and

29% are going to be improve quality product.

The survey show that in India the most compare brand against SMPIL

is Honda 36%, Hero Honda 34% and Bajaj 21%.

The survey shows that 54% customers are like Suzuki Access 125 and

43% are average like.

The survey show that in the customer mind price of Suzuki Access

125 is average 76%, and 22% highly price.

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The survey show that 69% customer think that Suzuki Access is

capable to attract today’s generation.

The survey shows those 43% customers are believed that quality is the

best thing is Suzuki Access 125.

CUSTOMER’S REVIEW

The style of scooter not much impressive, I am waiting for the how

the market responds but main key is priced comparative with Honda

activa and mileage.

Suzuki is globally known for quality, value for money & customer

satisfaction. They have taken care of every aspect. It’s a family

vehicle. Have style, comfort, safety, space & price I am sure will be at

par with competition.

I am very much impressed by the looks, style of Access. It is likely to

be much dearer than Activa.

Suzuki-Access-125. Its looks very nice I am sure price of scooter will

be defiantly competitive with Honda-Activa.

I have liked the scooter. It is what I had expected to own.

I am impressed with the finish, style and quality.

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SWOT ANALYSIS

1) STRENGTHS:

Size and scale of parent company

Effective Advertising Capability

Committed and dedicated staff

High emphasis on R & D

Experience in the market

Established brand

2) WEAKNESSES:

Small showrooms

Not much emphasis on aggressive selling

Weak product diversity

3) OPPORTUNITIES:

Growing premium segment

Global expansion into the Caribbean & Central America

Become India’s leader

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Growing premium segment.

4) THREATS:

Cut throat competition

Increasing number of players in the market

Rising raw material costs

Increasing rates of interest on finance

LIMITATIONS

This research is geographically restricted to Ahmedabad only.

Hence the result cannot be extrapolated to other places.

The study is restricted only to the organized sector of two wheeler

industry

The seriousness of the respondents and their ability to justify their

answers may also be a limitation.

The sample size is small due to the specified reasons.

Findings are based on sample survey.

All interview questions are undisguised or direct. Hence there is a

scope for the respondents to be biased or pretentious.

During the survey most of the respondents contacted had newly

purchased the motorcycle thus they could not respond accurately

i.e. their satisfaction level and defects in the motorcycles.

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The research is directly concerned with the study of human

preference and behavior and achieving absolute mathematical

accuracy towards this was not possible.

RECOMMENDATIONS

The Suggestions that are given by customers and we give

suggestions as a market researcher for Improving in a service,

advertisements. Because after selling of a vehicle customer may

has some of the problem and customer come for solve their

problem through service and company should try to give proper

service to satisfy customer by solving their problem. The

suggestions are as followed:

As people expect more mileage per kilometer, company should

increase the mileage of the Suzuki Vehicles.

SMIPL should increase the production capacity as the customers have

to wait for 3-4 months for delivery of the Suzuki Access.

Company showroom should take less time for service the

vehicle.

Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their vehicle

at company’s service station.

Suzuki should introduce a low price moped.

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All parts should be available at service station. Because

sometime customer face the problem that parts are not

available.

Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their vehicle

at company’s service station.

Suzuki increase in advertising in mass media to promote its sales.

Company should manufacture motorcycles which can withstand for

long time on Indian roads.

Company should appoint a brand ambassador and also sponsor

entertainment and sports events so that the name of the company

remains in the minds of the people.

SMPIL should implement new marketing strategies to compete with

Indian competitor

Suzuki at the moment has a very weak product portfolio and its

products are not that visible in the market.

Suzuki should maintain and produce the bikes in quarterly or half

yearly so that customers can avail options.

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CONCLUSION

Indian 2-wheeler industry is the second largest in Asia after China. After the

separation with Tvs Motors the main focus of Suzuki has been to capture the

Indian Market through its Product which are Best In terms Of Style &

Design and is trying to achieve more target of which it has laid down for the

coming years its Recent Launched Bikes like Suzuki Zeus, GS150R,

Hayabusa and Scooter Suzuki Access have shaken the market leader Like

Bajaj, Hero Honda & Honda is giving them a tough competition & soon

going Launch Few More Bikes in the market. But in a country like India

where customer generally appreciates mileage it becomes necessary for a

company like Suzuki which produces Bikes whose prices are towards the

higher end to focus on other factors to which influence the consumer choice

of Product like Prices, after sale services and many more.

After deep research, analysis and getting information about customer of

Suzuki Access 125 as formulated that Suzuki Access has success in the

market and people satisfied this product.

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BIBLIOGRAPHY

MAGAZINES:

Auto India - Car & Bike Magazine

NEWSPAPERS:

Economic Times

Business Standard

WEBSITES:

www.suzukimotorcycles.co.in

www.autowebindia.com

www.sitepoint.com

www.automonitor.com

www.siamindia.com

Various Search Engines

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APPENDIX

(QUESTIONNAIRE)

1. Name -________________________________________

2. Age – 18-25 26-35

36-45 46 and above

3. Gender- Male Female

4. Marital Status- Married Unmarried

5. Occupation-

Officials Students

Retired Others

6. Your income (per annum) (in thousands)?

Rs. 75-100 Rs. 100-125

Rs. 125-150 Rs. 150 above

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7. What is your perception about Suzuki automobile’s product?

Very good Good Average Bad

8. How did you get to know about Suzuki?

Advertisement Family information

Friend’s recommendation Dealer’s recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be your expectation?

More variety more value for money Improved quality Better after-sales service

10.Which brand according to you is giving the most competition to

SMIPL in India?

Hero Honda Tvs Honda Bajaj

11.Do you like the Suzuki Access 125?

Very much Average Not so much

12. What about the Price of Suzuki Access 125?

Highly priced Moderate/Avg price Low price

13. Do you think that the Suzuki Access 125 is capable to attract today’s generations?

Yes No cannot say

14. What is the best thing in Suzuki Access 125? Quality Style/design Service Price

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15. Has it served the purpose of purchasing? Yes No Average Cannot say

16. Are you satisfied with free service from the showroom? Yes No

17. Is Suzuki Access 125 comfortable for driving and journey? Yes No Average

18. Maintenance cost of Suzuki Access 125? High Moderate/Avg Low

19. Do you think worth the value of money you spent on Suzuki Access 125?

Yes No Average

20.What is your level of satisfaction towards Suzuki access?

0-25% 25-50% 50-75% 75-100%

21.Suggestions/Feedback, if any

__________________________________________________

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