Summer Training Report

ASUMMER TRAINING REPORTON CUSTOMER SATISFACTIONAT VOLKSWAGENSubmitted In Partial Fulfillment of the Requirement for the Award of the DegreeOfBACHELOR OF BUSINESS ADMINISTRATIONSESSION: 2010-2013

Submitted To: Submitted By: Ms. SavitaBedi Ravinder SinghAsst. Proffessor BBA (Vth sem.)MBA Dept. Roll. No. 1056

SARDAR KEWAL SINGH INSTITUTE OF MANAGEMENT & TECHNOLOGYKIRMACH (KURUKSHETRA)

PREFACEPractical training is an important part of the theoretical studies. It is of an immense importance in the field of management. It offers the student to explore the valuable treasure of experience and an exposure to real work culture followed by the industries and thereby helping the students to bridge gap between in the theories explained in the books and their practical implementations.Research Project plays an important role in future building of an individual so that he/she can better understand the real world in which they have to work in future. The theory greatly enhances our knowledge and provides opportunities to blend theoretical with the practical knowledge.I have completed the project on Customer SatisfactionI have tried to cover each and every aspect related to the topic with best of my capability hope that this research would help many.

DECLARATION

I, Ravinder Singh student of Institute of Management studies, KUK studying in BBA Vth sem have undergone summer training in for 6 weeks and have submitted a project report on the title Study on Customer Satisfaction at VOLKSWAGEN Productsas assigned by the company for the partial fulfillment of degree of BBA. I solemnly declare that the work done by me is original and no copy of it has been submitted to any other university for an award of other degree fellowship on similar topic Ravinder Singh

ACKNOWLEDGEMENT

I am highly indebted to Ms. Savita Malik (Asst. Professor in SKSIMT) for permitting me to undertake my project report. Without her scholarly guidance, painstaking efforts and persistent encouragement it would not have been possible for me to complete this course of study. I am extremely thankful to her, for providing me all the indispensable data regarding the project along with her guidance and support. Her constant encouragement and appraisal has helped me a lot in completing the project. This project was successful due to the co-operation extended by people who have truly contributed towards it. I also acknowledge the corporation extended to me by all the respondents and the staff members without whose help and co-operation this project would have not been a success.And finally to those whose lives and writings has come the wisdom of the ages. We have tried to learn from your legacy.

Ravinder Singh

CONTENTSS.no. ParticularsPage No. 1. Introduction a) Industry profile b) Company profile c) Introduction to the topic 2. Objectives of the study 3. Importance of the study 4. Research Methodology a) Research & its type b) Research design c) Sources of data d) Sample size e) Sample area 5. Data Analysis & Interpretation 6. Findings 7. Limitations of the study 8. Suggestions 9. Conclusion 10. Bibliography 11. Annexure

Industry ProfileIn this era of cutthroat competition, no company can even survive in the market place without knowing itself and its products strengths & weakness. It has to fortify itself against threats from the environment and exploit its strengths or increases profits. And it order to do so, the company has to conduct regular surveys to know the consumers opinions, needs and preferences. This helps the company to manufacture the product like wise for each customers expectations.It has now become more important for the customer confidence and higher positioning of buyer perception. Thus, Surveys becomes genuine key to success.Our present study is on car segment. The car segment is dominated by many players viz. Maruti, Tata, Folks Wagon etc. Here our study will focus on folks wagons market share and their ways to satisfy customers. We will compare some co.s then we will try to understand the strategies of these co.s which help these companies to capture large market share. Further we will also study the consumers behavior towards the other segment cars. There will be an effort to study the car owing pattern also.

Corporate ProfileTata Motors is Indias largest automobile company which is the leader in the commercial vehicles segment. It is the worlds fourth largest truck manufacturer. The company had consolidated revenues of 27 billion dollars in 2010-11. The company was also the first Indian engineering company to be listed on the New York Stock Exchange (September 2004).Tata Motors has operations in UK, South Korea, Thailand and Spain. There is Jaguar Land Rover that it acquired in 2008. It also acquired Daewoo, South Koreas second largest truck maker.The company has 25,000 employees who have produced 5.9 million Tata vehicles since 1954. The companys plants in India are at Jamshedpur (Jharkand), Pun (Maharasthra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). It produces both Fiat and Tata cars in India. It has 3,500 dealerships in India and it distributes Fiat cars. The company has 4.500 engineers and scientists, as well as the Companys Engineering Research Centre, established in 1966. The Company has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in India and in South Korea, Spain and the U.K. Tata Motors developed Indias first Light Commercial Vehicle, the Sports Utility Vehicle and in 1998, the Tata Indica. Tata Indica became Indias largest selling car. Tata also launched the Tata Ace, Indias first mini-truck. Tata also unveiled the Tata Nano, Indias Peoples Car.

Company HistoryTata Engineering and Locomotive was established in 1945 to manufacture locomotives. In 1948, steam road roller was introduced in collaboration with Marshall Sons (United Kingdom). In 1954 there was collaboration with Daimler Benz for the manufacture of commercial vehicles only. This vehicle was rolled out within 6 months of the contract. In 1959, the Research and Development Center was set up at Jamshedpur. In 1961, exports began with the first truck being shipped to Sri Lanka.In 1971, DI engines were introduced. In 1977, Pune was the place where the first commercial vehicle was built. Four years after that, there was the manufacture of Heave Commerical Vehicles. In 1985, the first hydraulic excavator was produced in a collaboration with Hitachi.

Company Founder(s)JehangirRatanjiDadabhoy Tata was the founded of Tata Motors. He was awarded the Bharat Ratna in 1992. He was born in Paris in France as the son of RatanjiDadabhoy Tata and his mother was French - Suzanne Briere. His father was the cousin of Jamshedji Tata. He spent his childhood in France. He obtained a first pilot license in India. He founded Tata Airlines in 1932 which has now become Air India. JRD joined Tata and Sons in 1925. He was made the chairman 13 years later. He was the director of many companies like Steel, Engineering, Power, Chemicals and Hospitality. The company under his chairmanship grew from 100 million dollars to 5 billion dollars. He started with 14 enterprises and in the end when he left there were 95 enterprises. In 1945, he founded Tata Motors. In 1948, he launched Air India, Indias first international airline. In 1953, the Indian Government appointed his as the Chairman of Air India. He also launched a program to give workers a voice in the company. He founded Tata Consultancy Services. Company Milestones1986: The Tata 407, the first light commercial vehicle was produced followed by the Tata 608.1989: The Tatamobile 206- 3rd LCV model was produced. 1991: The 1st indigenous passenger car, the Tata Sierra was introduced. The one millionth Tata vehicle rolled out this year.1992: The Tata Estate was launched. 1993: There was a joint venture signed with Cummins Engine company to manufacture high horsepower and emission friendly diesel engines.1994: Multiple launches took place: The Tata Sumo multi utility vehicles were launched as well as the LPT 709, a light commercial vehicle. There was a joint venture with Daimler to manufacture the Mercedes Benz cars in India. There was also a joint venture with Tata Holset to manufacture turbochargers to be used on Cummins engines.

Vision & ValuesThe vision statement of Tata Motors Limited, India's largest automobile company, is to be "best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics."

Awards & RecognitionTata Motors won the Golden Peacock Award for Corporate Social Responsibility for 2011. This award was received by SatishBorwankar, VP of Manufacturing Operations and the head of Industry Relations, Mr. G.S Uppal. It was awarded in April 2011. Customer Support received the Golden Peacock Award in 2011. The Chief Justice of India gave out the award. Tata Nano won the Best Car Advertisement of the Year Award by Bloomberg UTV. This was awarded by Autocar India Awards 2011. Tata Nano also won the GOOD DESIGN Award for 2010 The Lucknow plant won the Rajiv Gandhi National Award in 2009. Tata Motors was placed amongst the highest score band of 50%-55%. Ravi Kant received the Golden Peacock Award for Business Leadership under the Chairmanship of Justice Bhagwati. CNBC TV18 gave Mr. Ramakrishnan the award for Indias best CFO by CNBC TV18 CFO Awards 2010. Tata Motors won the IT Service Management award for its implementation in Bangalore. Tata Nano won the Gold Prize in the Best New Product Segment in the Transportation Category under Edison Awards.

Future Plans

Tata Motors plans to double its sales staff. They have 1,800 people dedicated for the Nano and will hire additional staff to take the number up to 3,000 people. Tata Motors plans to export 2,000 units per month. Tata Motors also plans to launch the Nano in Nepal. The car will be on sale across Nepal through the company distributor. The head of International Business at TATA Motors said that they are delighted to introduce the TATA Nano in Nepal. They feel its an ideal small car and the executive chairman said that they are proud to bring the Nano in Nepal. The price of the Nano will be NPR 798,000 and bookings will be open for 10 days. All three variants of the car will be available in the Sipradi showrooms. Tata Motors will raise funds overseas to reduce debts. The company may raise $500 million in external commercial bonds. The Company will invest five billion pounds in the UK in coming years. It will raise debt capital to increase its debt maturity profile and reduce its interest cost

Corporate ProfileMaruti Suzuki India Limited (MSIL, formerly known as MarutiUdyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been producing cars in India since 1983. Marutis revenues totaled approximately 73.3 billion rupees in 2009-2010. Its operating profit as of 2009-2010 is 75 billion rupees while its net profit comes to 6.8 billion rupees.The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India, which have an annual combined capability to produce over a 12 lakh (12, 00,000) passenger car units. The company is planning to invest 17 billion rupees in the Manesar plant.Maruti is known for its hatchback cars, especially the Maruti 800. Other popular hatchback models include the Maruti Zen and the Alto. It offers fourteen brands and over one hundred and fifty variants - Maruti 800, Omni, Eeco, Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo, Gypsy, SUV Grand Vitara, sedans SX4 and Swift DZire. Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4. Maruti Suzuki has an employee strength over 7,600 (as at end March 2010).In 2009-10, the company sold a record 10,18,365 units including 1,47,575 units which we exported primarily to Europe, the remaining 870,790 sold in India. In the third quarter of 2009-2010, the company sold 258, 026 units. Thus, in March 2010, Maruti Suzuki had a India market share of 53.3 per cent of the Indian passenger car market of 16,33,752 passenger car units.

Maruti Suzuki will be investing around Rs.1,250crore (Rs 12.5 billion) on capacity expansion of the K-series engines between 2010 and 2012. The expanded annual capacity will be over 7 lakh units from the present 5 lakh units of K-series engine cars. This will be a progressive investment to be completed by 2012. It has a sales network is 802 centers in 555 towns and cities across India. The customer service support network comprises of 2,740 workshops in over 1,335 towns and cities. In 2008, Maruti Suzuki India Limited, unveiled a National Road Safety Mission under which it would train 500,000 people in safe driving in 3 years at 61 Maruti Driving Schools and 4 Institutes of Driving Training and Research (IDTR) in Delhi, Dehradun and Vadodara.

Company HistoryIn 1981, Maruti was launched. The company was started by the Government of India and was initially called Maruti Technical Services Private Limited. The first Managing Director of the company was Sanjay Gandhi, late-Indian Prime Minister Indira Gandhis son. During the period of 1985 to 1996, a few other significant developments took place including Suzuki taking up 50% stake in Maruti, leading to a 50-50 joint venture between Maruti and the Government of India and over 60 per cent of its parts being produced in India leading to lower costs of production as the parts didnt have to be imported from abroad. When asked why Suzuki was chosen as the partner of this established corporation, the chairman of Maruti, Mr. R. C Bhargava said that the company went to Japan and none of the companies out of Nissan, Mitsubishi and Daihatsu were ready to bring 40 per cent equity in India. Suzuki was the only company which agreed to bring 26 per cent equity in India and raise it to 40 per cent thereafter.

The first car that the company produced was a four-door Maruti 800 and the second car that the company produced was a Multi-Utility Vehicle called the Omni. Between 1994 and 1996 Maruti released the Esteem, the Gypsy, the Omni, the Gypsy King, Zen and Esteem. It also opened a second plant in Manesar whose capacity at the time of opening was 2,00,000 units. In 2000 Maruti launched a call center. This was the first time a car company had ever launched a call center in India. In this year, Maruti setup a website for its Wagon-R car, introduced a new model of the Zen, got the IRTE National Award for its safety initiative, traffic management and environment protection, launched the Baleno and the Wagon R with electric power steering, joined hands with Sumitomo for providing after-sales service and introduced the Suzuki Alto. The Gurgaon plant had stopped production due to a strike by the employees. Maruti introduced its first CNG car in 2001. In the same year Maruti invested 550 crore rupees in manufacturing cars.In 2002, Maruti launched Maruti Finance to offer financial services like extended warranty and finance for car insurance. It also hiked its car prices and launched the Versa. This was a good year for Maruti in exports as it produced 16,000 cars for an order to Europe. In the next few years Maruti got into collaboration with various companies to launch car-selling schemes. They partnered with State Bank of India to launch a scheme where each branch of the bank would sell a Maruti car. The company also tied-up with Reliance Industries Limited for lease and fleet management. This was the same year Kumar Mangalam Birla joined Maruti as an independent director. From 2005 - 2007 Maruti became the market leader of Indian cars and in 2006 unveiled the new Wagon-R in Punjab. In 2007, Maruti launched the SX4 sedan.

Company Milestones1970-1975: The Indian government launched a new car company called Maruti Technical Services Limited which created competition for the existing Ambassador Car Company. The government changed the name of the company to Maruti Limited. Indira Gandhis son, Sanjay Gandhi became the managing director of the company. 1976-1981: The Company was liquidated as a result of corruption. There was a Maruti Scandal in 1978 where the court issued a notice to Maruti. Sanjay Gandhi passed away. The Company was re-established when the founders mother, Indira Gandhi took charge. 1982-85: Maruti produced its first car, the Maruti 800. It took the company thirteen months to produce this car. This changed the landscape of the Indian car market as Maruti 800 was the most cost-effective and fuel-efficient car in India. . Between 1985 and 1995: Maruti launched the Gypsy, the Maruti 1000, the Zen, the Esteem, and the Maruti On Road Service, a 24-hour service which gives customers 24-hour access to technicians and vans who are ready to help with any problem of the car round the clock. In 1987, the company made its first export sale, selling 500 cars to Hungary. 2000-2005: Maruti launched Indias first call center and the Altrura, a luxury car. It also introduced the 16-Valve MPFI G13BB engine in the Gypsy and the power increased to 80 bhp.Maruti launched the Swift.2006-2008: Maruti had produced up to six million cars.Maruti launched the SX4, Swift Diesel and the company was renamed from MarutiUdyog Limited to Maruti Suzuki India Limited.Maruti launched the Swift DZire, the A-Star and inaugurated the K-series engine plant in Gurgaon.2009: The Company shipped the first batch of A-Star cars from the Mundra port.

Vision & ValuesMaruti is Indias leader in the automobile industry. It believes that the customer is king. It is making sure that performance, after sales service and customer support are really good in India. Here are some key points from Marutis vision statement:Modernization of the Indian Automobile IndustryDeveloping cars faster and selling them for less.Production of fuel-efficient vehicles to conserve scarce resources.Production of large number of motor vehicles which was necessary for economic growth.Market Penetration, Market Development Similarly Product Development and Diversification.Partner relationship management, Value chain, Value delivery networkMaruti has two values capability and commitment. Marutis vision is to appear as a Learning Organization. There are three processes that are critical to develop, reinforce and cascade a positive, transparent, supportive and high performing work culture, systems and practices across the company. The first process is the top level managements ability to walk the talk the managers ability to deliver on time and at high efficiency levels. The second is a rewards and recognition program that helps in assessment. Each member of the organization from the shop floor level to supervisors to the managers to the lower staff is recognized and rewarded for their efforts. These include monetary benefits and in-kind benefits. Employees are given the career development and career growth rewards. The third process is using communication techniques like the Newsletter and the Monthly magazine to highlight expectations and achievements of all the team members. This three-tiered approach of walking the talk, rewards and recognition and communication techniques is the three-pronged approach Maruti is taking to ensure that its visions and values are met with the topmost standards and that there is a high execution quotient in their work. Maruti defines its vision statement on its website to include the following five areas: Customer Obsession: Making sure that the customer gets what desires.Fast, Flexible and First Mover: It produces and sells cars as a rapid pace.Innovation and creativity: It introduces new technologies and new models at a rapid paceNetworking and Partnership: It believes in partnering with various companies from producing parts to hosting car shows.Openness and Learning: People working in the company are given a chance to experiment and explore.

TechnologyMaruti Suzuki uses an innovative Compressed Natural Gas technology the Intelligent Gas Port Injection (iGPI) on five of its models the SX4, Eeco, WagonR, Estilo and Alto. The iGPI technology delivers more power and runs like a petrol-filled engine while achieving fuel-efficiency. The iGPI technology uses injectors for each cylinder and a particular amount of CNG is injection in the engine through gas ports. The Engine Control Unit controls the amount of CNG needed for each ride.Two components used by Maruti in cars such as the Maruti Omni to help increase fuel economy are the crankshaft sensor and knock sensor. They control the ignition timing and fuel injection. The crank shaft is a part of the cars engine that translates its linear motion into rotation. The sensor is part of the internal combustion engine which monitors the position and rotational speed of the crankshaft. The knock sensor is a part thats linked to the cars engine-when the cars engine is not working it knocks on it and usually you hear the knocking sound. The knock sensor will send a signal to the Powercontrol Car Module (PCM). The Maruti Swift has a Direct Diesel Injection System engine. This engine has efficient combustion, higher torque and cleaner emissions. It is an extremely light engine and has a 75 bhp, 190 Nm of torque capacity. It has a five-step multi-injection technology that makes the car run more smoothly than other cars. It also has a Double Over Head Camshaft that gives the engine a quick run. It also has a Chain Drive Timing System. This engine is way better than the Maruti 800 engine which has a Single Over Head Camshaft and only two valves per cylinder while the Swift has sixteen-valve cylinder. The Maruti Suzuki SX4 has a Variable Valve Timing engine. According to the company, they will use K-Series engines in all car models. Indias largest car manufacturer Maruti Suzuki decided to implement the K-series petrol engine in all the models for at least five years according to a company report. The K-Series engine is a straight four cylinder engine that comes in Single Overhead Camshaft and Double Overhead Camshaft variants. This engine will be made in the MarutiManesar plant in Haryana for the A-Star car which is produced in India and sold in Europe. The K-Series engine is Euro 4 and Euro 5 compliant and is the most advanced of engines. The engine has a CO2 emission of 109 gm/km and plans to reduce it further. The engine is extremely fuel efficient.

Awards & RecognitionNationalMaruti Suzuki Alto received the TNS Voice of Customer Award in 2008. TNS Global is a market research firm. In the same year Maruti received the CNBC-Autocar India Award in the category Best Value for Money Car for the SX4. It also received the CNBC-Autocar India Best Mid Size Car Award and the CNBC-Autocar India Car of the Viewers Choice Award for the SX4. Maruti Suzuki India Limited received The Car Manufacturer of the Year Award in 2008. In 2009, Maruti won the JD Power Asia Pacific Customer Satisfaction Index (CSI) Survey award, the JD Power Asia Pacific Sales Satisfaction Index (SSI) Survey award, the Most Preferred Car Brand Award at CNBC AWAAZ Consumer Award, the Golden Peacock Eco-Innovation Award, and the Gold-Award by India Manufacturing Excellence Awards (IMEA).In 2010, Maruti won the CNBC-TV18 Overdrive Manufacturer of the Year Award and the Autocar Manufacturer of the Year Award.Altos Boondon Mein campaign won the Silver medal of the prestigious Effie Award in 2006 and 2007.

International awardsJapan It won the Car of the Year award by the Automotive Researchers' & Journalists' Conference, the 2005-2006 Car of the Year, the Goof Design Award by Japan Industrial Design Promotion Organization and the 2005-2006 Carview of the Year Award. Iceland & Ireland Maruti Suzuki won the Car of the Year 2006 given out by the BIBD Association of Automotive Journalists, the Samperit Irish Car of the Year 2006 given out by the Irish Motoring Writers Association. New Zealand and Australia Maruti won the Fairfax AMI Small Car of the Year Award by Autocar.Future PlansOn May 11, 2011, Maruti announced its plans to design new car models at its Rohtak Plant in India. The new car models will be crafted for the next four years for the Indian and International Market.Maruti is experimenting with new car models in an effort to stay ahead of its competition and will be responsible for 25 per cent of Suzuki, its parent companys, revenues. In the financial year 2010-2011 Maruti Suzuki reported a net sales figure of 37,522 crore rupees. Maruti will invest in a new plant in Gujarat which will produce 6 million units a year which is being done in an effort to make the company the leader in the car market. The company is having a look at different plants as shown by the Government of India. In another effort, Maruti will introduce four new cars in the Indian market: The mass-market hatchback, a utility vehicle, a new and improved Swift, and a unique SX4.The company plans to release the design of the YE3, the hatchback by June-July 2011 while the car will actually be shown in the Auto Expo 2012. The company plans to design the YE3 without any involvement of Suzuki which is a major feat since most of its cars have been designed in collaboration with Suzuki in the past. The YE3 will be a four-door, four seat hatchback and will be available in a 600-800cc engine and a five speed manual transmission.

COMPANY PROFILEVolkswagen

IndustryAutomotive

Founded28 May 1937

Founder(s)Ferdinand Porsche

HeadquartersWolfsburg, Germany

Area servedWorldwide

Key peopleMartinHYPERLINK "http://en.wikipedia.org/wiki/Martin_Winterkorn"WinterkornChairman of the Board of Management,Ferdinand HYPERLINK "http://en.wikipedia.org/wiki/Ferdinand_Pi%C3%ABch"Pich: Chairman of Volkswagen SupervisoryBoard

ProductsCars

Production output5,271,776 units (2011)

Revenue94.7billion (2011)

Parent Volkswagen Group

Corporate ProfileThe Volkswagen group consists of seven brands: Volkswagen, Audi, SEAT, Skoda, Volkswagen Commerical Vehicles, Bentley, Bugaatti, Lamborghinin and Scania. The company has its headquarters in Walksburg, Europe. It is one of the worlds largest car manufacturer.In 2010, it increased its customers to 7.2 million. In Europe one in five cars comes from Volkswagen. Volkswagen means the Peoples car in German. Its slogan is Das Auto (the Car). Volkswagen is Europes largest automaker. It has a market share of over 20 per cent. In 2010, Volkswagen had a total global market share of 11.4 per cent and it is the third largest manufacturer behind GM and Toyota. 50 per cent of Volkswagen is held by Porsche AutomobilHoldin, 2.37 per cent by Porsche Holding GmbH, 20.25 per cent by State of Lower Saxony, 10% miacellaneous, 17 % by the Emirate of Qatar. From the first quarter of 2011 the Group operates 62 production plants in fifteen European countries and a further seven countries in the Americas, Asia and Africa. Around the world, nearly 400,000 employees produce about 30,000 vehicles or are involved in vehicle-related services each working day. The Volkswagen Group sells its vehicles in 153 countries.

Company HistoryThe companys name was "GesellschaftzurVorbereitung des Deutschen Volkswagens mbH." This name was changed to Volkswagen AG in 1938. During the Second World War, Volkswagen production is switched to armanments. Some 20,000 workers work at the plant to produce armaments.

Volkswagen established a humanitarian fund. The British Military Government takes responsibility of the company. Volkswagen production of the Beetle has started. Volkswagen Bully creates rising demand. In 1956, a separate manufacturing plant for the Transporter is established. The one millionth Volkswagen is produced - the Volkswagen Beetle. In 1972, Volkswagen breaks world car production record with 15,007,034 units assembled. The Beetle goes ahead of the Ford Model T.In 1973, the Volkswagen Passat goes into production.

Company Founder(s)Volkswagen was founded in 1937 by the Nazi trade union. The German couldnt afford anything except for a motorcycle. BelaBarenyi created the basic design in the middle 1920s. Josef Ganz developed the Standard Superior. In 1933 when these projects were being developed, Adolf Hitler decided to sponsor a Volkswagen program. Hitler needed a basic vehicle for transporting two adults and three children and he called it a peoples car. Hitler started a new factory and named Ferdinand Porsche as the engineer who would design the new car. Dr. Ferdinand Porsche agreed to create the Peoples car for Hitler in 1934. Erwin Komenda developed the car that is known as the Beetle today. It is used in Germany since the 1920s. He helped design the bodies of VW Beetle and various Porsche sports cars. He was born in Weyes, in Upper Austria near Steyr. He worked as a car body designer in the Steyr factories. He met Ferdinand Porsche in 1929. He then managed most cases in Mercedes. He then became the chief engineer and leader of the Porsche cars. He developed the VW Beetle. Komeda also designed the Porsche 550 Spyder.

Company Milestones1973: The Passat front wheel drive with four cylinder engine goes into production.1974: The Golf goes into production. It becomes a hit and succeeds the Beetle. This year even the Scirocco goes into production until 1981. 1976: The Golf GTI comes out of production.1983: Production of the second generation Golf begins. Robots are deployed for producing it. 1999: With the production launch of the Lupo 3L TDI, the first production car to offer fuel consumption of just three litres per 100 kilometres, in July 1999, Volkswagen once again makes automotive history.2000: In August 2002, at Volkswagen Slovakia, a.s. in Bratislava, mass production of the Touareg, a luxury-class off-road vehicle, is started, marking the Volkswagen brand's move into an entirely new market segment. In December 2002 the "Auto 5000 GmbH" company, operating a plant at the Group's site in Wolfsburg, starts production of the Touran compact van. A special collective pay model has been developed, aimed at implementing lean production and involving flat hierarchies, team working, flexible working hours and the deployment of more process expertise by the workforce.2003: Production of the fifth generation Golf starts.

Vision & ValuesVolkswagen is not an entry level car manufacturer. They can modify their product for the local country that they are selling their product to. They can restructure their product to meet the demands of the local market. They have differentiated their product. They have an accessible car.

They give their cars a unique feature set. They have a large dealer network. Volkswagen has nice luxury cars but they dont have good sporty cars. The service is really good. The company also strives for excellence in manufacture of high quality cars and they believe in integrity, respect for people, teamwork, responsibility and autonomy, leadership skills, excellent professional qualifications and commitment to a common goal. They are organized in work groups and believe in personal and professional development. They also have a philosophy of continuous training. They provide employees with a training center to develop their skills. They want to produce a product that is the Best in Class. They believe in luxury cars.

TechnologyThe Direct Shift Gearbox technology is made up of two gearboxes. Clutch one serves the first gearbox unit with 1st, 3rd, 5th, 7th and reverse gear and clutch two the second gearbox unit with 2nd, 4th and 6th gear. This helps the car get more fuel efficiency. The clutches and gearboxes are controlled by a combination of mechanics and electronics. This uses information such as the engine speed, the road speed, the accelerator position to set optimum gear. DSG allows for fast, smooth gear changes, live handling, safe driving, and improved fuel economy. When you want to park your car, you use the Park Assist Button and it will scan to see whether you have enough space or not to park. You can then stop the car, select reverse gear and let go of the steering wheel. It goes automatically into its space.

Awards & RecognitionVokswagen has won the CNBC Overdrive Volkawagen Polo and Business Standard Motoring Award for the Polo. The Polo also won the Subros Car India Award. It also won the NDTV Car and Bike Award, Polo also won the Zigwheels award, the NDTV Car and Bike Award. The Volkswagen Vento won the BBC TopGear Award, the Subros Car Award of 2011, theZigwheels award 2011, the NDTV Car India Award, ZigWheels Award and Motor Vikatan Award..

Future PlansVolkswagen plans to make engines in India. The company will also manufacture a range of small cars in India. It already took out the Jetta Sedan and plans to introduce the Phaeton in India soon. It will also supply engines to foreign markets. The company is also looking at local vendors to increase sales locally, maintain low costs in service. Volkswagen will invest Rs. 2,400 crore in India and is also expected to set up a plant in Chakan in Maharasthra that will produce 1.1 lakh units of cars initially. Volkswagen wants to increase its sales in India to one million cars by 2018. They plan to duplicate the success they had in China in India. The company will need to sell large volumes of cars to survive in India. Volkswagen India is speaking to Suzuki Motors India to come up with an India specific Volkswagen car in the future. The two companies are also wanting to source small diesel engines as diesel cars are gaining popularity in India.

NEWS OF AUTO EXPO2012Volkswagen to unveil new SUV at Detroit Show in January 2013Published: Friday, October 26, 2012 4:41 PMBy Divya Kumar Come January and there will be another SUV concept by Volkswagen just like the Taigun that has created much abuzz at the Sao Paulo Motor Show in Brazil. The Volkswagen Up based Taigun has attracted the attention of car lovers from across countries and its design was seriously appreciated. Preparing a new SUV concept for the upcoming 2013 Detroit Motor Show, VW will be showcasing its new SUV at the show. And it is believed to be the show stopper. Continue Reading Volkswagen NewsVolkswagen Taigun SUV unveiled, heading straight to IndiaPublished: Tuesday, October 23, 2012 11:24 AMBy Divya Kumar Whenever a new SUV is in any town in any part of the world, some suggest that it will be heading to India. This is right to some extent and one such SUV is the Volkswagen Taigun (popularly known as Volkswagen Tiguan) which was unveiled recently in Brazil. This mini SUV is all set to rock the market and give the Ford Ecosport some tough time. Renault Duster that has recently.... Continue Reading Volkswagen launches 21.74 kmpl Polo Blue GT petrolPublished: Monday, October 22, 2012 2:18 PMBy Ramendra Singh

The German car maker is pushing its Volkswagen Polo and Volkswagen Vento hard. After imbibing a lot of features in these two cars, the car maker has launched the Polo Blue GT edition. The best part of this variant is its high frugalness. The rising petrol prices no longer affect this Volkswagen car and the owner gets the same peace of mind as that of any other diesel car owner. The Polo comes with ACT cylinder deactivation technique that.... Continue Reading Volkswagen Polo and Passat based SUVs in the making, launch in 2014Published: Friday, October 19, 2012 3:07 PMBy PawanRana

KEY CHRACTERISTICS OF AN EFFECTIVE STRATEGY OF VOLKSWAGENS1. Long-term directionVolkswagen (VW) released a proposal on Feb 26 with-target of growing annual-vehicles-sales from thecurrent 1 million to 2 million as-well enlarging its-fleet byadding and also renewing at least 4 models per year by 2018. VW will open a new-chapter for thecompany'soperationsin China. (Li Fangfang, 2009)VW is currently spending $1billion to build a new plant in Chattanooga, Tennessee, for the production of a midsize sedan in 2011 with initial capacity of 150,000 cars annually. VWs plans for 2018 include increasing its U.S market shear from 2 percent to 6 percent by selling 800,000 vehicles per annum in the U.S.A. By 2018, VW plans to export 125,000 vehicles from North America to Europe. VWs plans include large expansions at its Puebla, Mexico plant. (Fred R. David 2011)The initiation of Strategy 2018 has begun, along with-the long-term goals of VW in China. It tags along from-thesuccessful reformation, together at the same time with-the Olympic-Program; we implemented inthe coming along withthe 2008 Games, said Winfried Vahlnd, executive VP of the VW in China (VGC). (Li Fangfang, 2009)2. Scope of an organizations activitiesVW is focusing on theemerging markets such-as China and Brazil for the purpose reducing cost of production due to cheaper labor cost as well as raw materials. As a growth strategy VW are planning to widen their scope of activities to Indonesia where Toyota already has a manufacturing plant that dominates the market. This will be a challenge to VW but long term excellent strategic planning might help the market penetration. VW owns several first-class car manufacturers, including AUDI, Lamborghini, Bentley, and Bugatti. Other VW makes include SEAT and SKODA. VW operates-plants inAfrica, theAmericas, Asia-Pacific, and Europe; VW holds-68% of the-voting right in Swedish truck-maker Scania and-about 30% MAN AG. The VW has further extended its market...

Current affairs of vwArvindSaxena appointed the Managing Director of Volkswagen India Corporate Current Affairs August 2012. German car maker Volkswagen appointed ArvindSaxena as the Managing Director of Volkswagen passengers car in IndiaTags : Volkswagen , Volkswagen India , ArvindSaxenaVolkswagen Launched Polo Volkswagen launched its premium hatchback Polo in India on 23 Feb 2010. The car is priced at Rs 4.34 lakh for the 1.2 litre petrol variant and Rs 6.70 lakh for the high-end diesel variant.Tags : auto makers , auto industry , German auto makers , Volkswagen , Polo , Delhi Auto Expo.

INTRODUCTION TO THE TOPIC

CUSTOMER SATISFACTIONCustomer satisfaction, abusiness term, is a measure of how products and services supplied by a company meet or surpasscustomer expectation. But that seems off when you look at the separate definitions of the two words that comprise the term.Customer Satisfaction is the result of a process.

Customer Satisfaction is a measurement or indicator of the degree to which customers or users of an organizations products or services are pleased with those products or services.

Customer Satisfaction is a comparison of expectations versus perception of experience.

Customer Loyalty relates to a relationship between a company and a customer.

Customer Loyalty includes behaviors (a.k.a. Customer Retention) where customers make repeat purchases of their current brand, rather than choosing a competitor brand instead.

Customer Loyalty includes attitudes where a customers judgments and feelings about a product, service, relationship, brand, or company are associated with repeat purchases.

It is important to note that Customer Satisfaction and Customer Loyalty are related but one does not always drive the other. For example a Customer may not be satisfied, but is loyal. These customers are called Captives". It is also possible for a customer to be extremely satisfied, but not loyal. This situation occurs in highly commoditized markets where there is little to no product differentiation.

IMPORTANCE Customer satisfaction is the foundation of a good business.Satisfied customers will make a great foundation for return business, and they may also bring in their friends and associates. Remember that customers are the heart of any business. Keep them satisfied, and encourage them to tell their friends about their experiences with your business.Enhance Successful StrategiesCustomer satisfaction surveys ask questions about various areas, including customer service, employee knowledge or helpfulness and the policies and procedures of your business. Inquiring about a recent return may tell you that customers are happy with your policy and will buy from you again because you back up your productsKnow Where to ImproveSome business owners may use customer satisfaction surveys after they experience a drop in sales volume. If you receive overwhelming responses that your company is more expensive, you'll have an opportunity to adjust pricing or manufacturing methods to be competitive. Collect Product or Services DataYou may not know your customers' dissatisfaction with your products or services until you read about it on business review websites. A high number of returns can indicate poor quality, but if customers don't specify why they don't want the items, you may not know you're losing sales due to negative details disseminated about your products. A section of your customer service survey should be dedicated to the level of satisfaction with your product or services.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

2. Respond to Messages Promptly & Keep Your Clients Informed

3. Be Friendly and Approachable

4. Have a Clearly-Defined Customer Service Policy

5. Attention to Detail .

6. Anticipate Your Clients Needs & Go Out Of Your Way to Help Them Out.

7. . Honour Your Promises.

OBJECTIVE OF THE STUDY

To know the effective factors of customer awareness and preferring Volkswagen cars.

To know which kind of offers can attract the new customers. To know whether the customers are satisfied with the offers given by the dealer.

Quality products and services will be supplied at competitive prices.

Any problems with orders or services provided will be dealt with to ensure minimum inconvenience to the customer and prompt rectification.

To maintain a high standard of health and safety within the working environment.

RESEARCH METHODOLOGY

Meaning : Research is an art of scientific investigation. It basically a carefully investigation for search of new facts in any branch of knowledge.Research Design : A research design is the arrangement of conditions for collection and analysis of data in manner that aims to combine relevance to the research purpose with economy in procedure. It is a framework, which determines the course of action towards the collection and analyses of required data. It may be described as the conceptual structure with in which the research is conducted. I have adopted descriptive research as well as explorative design for analysis of data.Sources of Data Used in Study: Primary: They are those which are collected for the first time and thus happen to be original in character.1. Observation method 2. Interview method3. Structured Questionnaire Secondary data: they are those which have already been collected and which have already been passed through the statistical process.1. Books 2. Reports of co.3. websitesSample Size: 100Sample Area :Sonepat and panipatTools and Technuques of analysis : Average percentage method.

ANALYSIS ANDINTERPRETATION

Analysis and InterpretationQues1: Do you have a car ?

Options Yes NoTotal

Respondent8020100

Percentage8020100

Analysis :It is clear from the above diagram that 80% of the people have car.

Ques.2 : why you bought your present car?

OptionsRespondentPercentage

Increase in disposable income3535

Better safety at roads2222

Family needs1616

Suits your lifestyle1515

Increase in family size1212

Total100100

Analysis: from the above we can analyse that 35% of persons motive for buyins car is Increase in their disposable income,22%s better safety at roads, 16%s family needs,15%s suits their lifestyle, 12%s increase in family size.

Ques.3 :Brands of cars that customers having ?

OptionsRespondentPercentage

Maruti4040

Tata Motors3535

Volkswagen1515

Any Other1010

Total100100

Analysis:From the above table and diagram we can analyze that most of the persons prefer Maruti after that Tata only 10% of the person prefer Volkswagen.

Ques4 :which modal of Volkswagen do you have?

Modal of CarNo. respondentpercentage

Polo4545

Jetta2525

Vento 2020

Passat1010

Total

100100

Analysis : it is cleared from above table and diagram most customer prefer small car instead of luxury ones.

Ques. 5: what is your Motivating Factor to buy the car ?

Factor No. of RespondentPercentage

Your family 3636

Society 2828

Life style1212

Culture1010

Any other1414

Total100100

Analysis : as it is clear from the above diagram that most people are motivated by family and society to by the car.

Ques.6 : what feature you like in the car?

Product featuresNo. of RespondentPercentage

Fuel efficiency 3030

Style 1212

Comfort 1818

Engine power1818

Resale value1212

Any other1010

Total100100

Analysis: as it clear from the above diagram that most of the people see features like fuel efficiency, comfort and engine power.

Ques7: what are offers which motivate you to buy the car?

OffersRespondentsPercentage

Free insurance 1616

Special discount1414

Extending service period4040

Finance availability with 0% interest3030

Total

100100

Analysis : extending service period , availability of finance at 0% interest are the offers which motivates most of the customers to buy the car.Ques8: which variant of the fuel motivates you to buy the car ?

VariantRespondentsPercentage

Petrol2020

Gas5050

Diesel3030

Total100100

Analysis: from the above table and diagram we can analyze that gas variant of the car is preferred by most of the customers after that and finally diesel.

QUES9: Are you satisfied withservice level of authorized dealer of the company?

Satisfaction levelRespondentsPercentage

Very much satisfied1010

Satisfied6060

Ok1818

Not satisfied1212

Total100100

Analysis: from the above we can analyze that mostly the customers are satisfied by the services of authorized dealers.

Ques10:weather the company is providing better after sale service ?

OptionsRespondentspercentage

Yes6565

No2525

No response1010

Total100100

Analysis : From the above we can analyse the 65% of the customers are satisfied 25% are not satisfied and left 10%not responded.

FINDINGOF THE STUDY

FINDINS OF THE STUDYIt has been a great job of the research to present the results in the immaculate way so that the purpose for which whole of the research has been must be fulfilled.In the light of the specified objectives of the research study and above discussion along with the analysis of the data collected following was interpreted from the data found from the study undertaken: In India most of the car users are of small cars. The customers of India prefer family car than luxury car. Car have shown an increase in craze and trends in the recent past owing to the marketing strategies, mileage factors, price and ease in handling as may be clear from the data analyzed.

The advertisement plays a major role in communicating to the customer information/secificatin abut the product. Among the supporters of advertising the most preferred media of advertising in cade of cars is the TV followed by the print-media together. This is clearly sign of increasing materialism and consumer due to the invasion of science in public life.

From the study, it was found that people are mostly motivated by user life style, culture, society and family to buy the product.

It was found that company is providing better after sales services which is useful for improving market share and providing satisfaction to the customers.

It was found that company is satisfying its customers by providing various offers like :1. 0% interest finance schemes2. Special discounts on sale of car3. Free insurance4. By extending the service period

It was also found that company is satisfying its customers on the basis of features like:1. Fuel efficiency 2. Safety mostly 3. Sound quality

It was also found that most of the customers gives priority to the gas fuel variant of the car.

Limitations of the study

it is extremely important to evaluate and consider the limitations of the study in advance in order to assess the reliability of the findings.in our study the following limitations were encountered: Consumers sometimes find it difficult to express their feeling due to various barriers and thus results may be far from reality.

The time and money are also big constraints in the course the course of the research process.

The sample size being smaller may not lead to the generalized results for a larger population base.

The intensity of advertising, their frequency and media has combined effect on consumers along with their cultural background. Thus it is quite difficult to segregate and measure the individual factors impact on customers.

Sometimes customers give fake information.

Sometimes customers dont give time.

SUGGESTIONS

Today the prices of petrol are increasing day by day. Company should manufacture more variants in Diesel, Gas engine vehicle.

Number of service centers should be increased.

Provide information about new cars along with their price lists atleast once in 6 months.

Customers should be educated about the maintainance of the vehicle i.e. maintenance tips should be provided.

Keep service stations at main locations of the city where many customers feel it easy to go to service centers.

Easy finance scheme should be launched more and more. Because easy finance is most competitive tool to Increase the sale.

When it comes to reputation or creating brand image for a car, TV should be given superiority than any other medium whatsoever.

CONCLUSION

It can clearly be said on the basis of all the study conducted so far that Advertisement play a major role in promoting among the customers. It is immaterial that customers are from which family status or background. All of them go in for advertisement when it comes to the purchase decision making of car or a given product.Advertising that distribute information to consumers that can help them make better economic decision than they would in absence of that information provides a positive economic service. Of course, any advertising that, by deception or by any other means, induces consumers to make sub optimal decisions provides a corresponding negative economic service. Some advertising is of more value others along this dimension.It is unreasonable to separate the economic and social factors to increase the sale it isclear now that advertising enhances buyer decision-making by providing information and supporting brand names. It provides and efficient means to firms to communicate the utility of a buyer receives from a product.it supports the various media has the largely unrealized potential to reduce extremes in the levels of consumer buying.Customer satisfaction is also the important factor, which affects the financial position & goodwill of the company. Customer demands are dynamic, but its consideration is necessary for every company to make existence into the market.

BIBLIOGRAPHY

Books:Kothari, C.R.Marketing Research, vishwaprakashan, New DelhiBeri, G.C.Market research, New DelhiReport :sustainability report of VolkswagenWebsites:http://www.tatamotors.comhttp://www.driveinside.com/profile/tata-motors-india/11/http://www.driveinside.com/profile/maruti-suzuki-india/17/Website: http://www.volkswagen.co.inhttp://www.driveinside.com/profile/volkswagen-india/24/http://www.carkhabri.com/carnews/volkswagenhttp://www.marutisuzuki.comwww.google.com

http://en.wikipedia.org/wiki

QUESTIONNAIRE FOR THE RESEARCHQues1: Do you have a car?1) YES 2) NO

Ques.2 : why you bought your present car?1) Increase in disposable income 2) Better safety at roads 3) Family needs4) Increase in family size5) Suits your life style

Ques.3 :Brands of cars that customers having ?1) Maruti 2) Tata Motors3) Volkswagen 4) other

Ques4 : which modal of Volkswagen do you have?1) Polo 2) Jetta

3) Vento 4) Passat

Ques. 5: what is your Motivating Factor to buy the car ?1) Family 2) society

3) Life style 4) culture

5) Any otherQues.6 : what feature you like in the car?1) Fuel efficiency 2) style

3) Comfort 4) Engine power

5) Resale value 6) any otherQues7: what are offers which motivate you to buy the car?1) Free insurance 2) Special discount3) Extended service period4) Finance availability with 0% interest

Ques8: which variant of the fuel motivates you to buy the car?1)petrol 2) gas 3) diesel

QUES9: Are you satisfied with service level of authorized dealer of the company?1) Very much satisfied 2) satisfied2) Ok 4) not satisfied

Ques10:weather the company is providing better after sale service ?1) Yes 2) No

3) No response