A

PROJECT REPORT

ON

MARKET ANALYSIS AND CUSTOMER SATISFACTION ANALYSIS FOR MARUTI SUZUKI VEHICLES

Submitted to

INPARTIAL FULFILLMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT

2009-11

By

ASHISH KUMAR

SINHGAD INSTITUTE OF BUISNESS ADMINISTRATION

& RESEARCH

S. NO. 40/4A+4B/1, Near PMC Octroi post , Kondhwa – Saswad road, Kondhwa(BK), Pune – 411 048. Tel.: +91-20-2693 4542.

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CERTIFICATE

This is to certify that Ashish kumar student of SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION & RESEARCH, Pune has completed his field work report at SIBAR on the topic of “ Market Analysis And Customer Satisfaction Analysis For Maruti Suzuki Vehicles” and has submitted the field work report in partial fulfillment of PGDM for the academic year 2009-10

He has worked under our guidance and direction. The said report is based

on bonafide information.

Prof. Shreekrishnan Patil Prof. Abdhoot Pol

Project Guide Director

Date:-

Place:-

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SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION AND RESEARCH, KONDHWA (BK), PUNE

DECLARATION

I hereby declare that the project title “Market Analysis And Customer Satisfaction Analysis For Maruti Suzuki Vehicles” is an original piece of research work carried out by me under the guidance and supervision of Prof Shreekrishnan

Patil . The information has been collected from genuine and authentic sources the work as been submitted in partial fulfillment of requirement of PGDM(Post Graduate diploma in Management) to SIBAR.

ASHISH KUMAR

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ACKNOWLEDGEMENT

I believe that one hand cannot accomplish the task successful, so I sincerely thank the staff of SIBAR for given us the opportunity to become a part of such a prestigious project & providing a true helping hand throughout.

I would like to express my sincere thank to Prof. ABDHOOT POL, Director SIBAR, Pune.

And also thanks my project guide Mr. SHREEKRISHNAN PATIL for their Support and motivation for providing their valuable suggestion and information needed to prepare the project report.

Finally yet importantly, I am thankful to my senior and friends who directly and indirectly contributed for the successful completion of the report.

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TABLE OF CONTENTS

Sr. No. Contents

Page no.

1. Introduction 21-23

2. Objectives 24-26

3. Company Profile 27-31

4. Review of Literature 32-34

5. Research Methodologies 35-37

6. Data Analysis 38-49

7. Recommendation 50-51

8. Conclusion 52-53

9. Bibliography 53-54

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6

MARUTI CARS

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8

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EXECUTIVE SUMMARY

MARUTI SUZUKI

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the

car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,

18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan.

The Indian government held an initial public offering of 25% of the company in June 2003. As

of 10 May 2007, Govt. of India sold its complete share to Indian financial institutions. With this,

Govt. of India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production

commenced in 1983 with the Maruti 800, based on the Suzuki Alto Kei car which at the time

was the only modern car available in India, its only competitors- the Hindustan Ambassador and

Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti

Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various

several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not

manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in

Pakistan and other South Asian countries.

The company annually exports more than 50,000 cars and has an extremely large domestic

market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest

selling compact car ever since it was launched in 1983. More than a million units of this car have

been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts and Maruti

Suzuki Swift is the largest selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is

commonly used to refer to this compact car model. Till recently the term "Maruti", in popular

Indian culture, in India Hindu's lord Hanuman is known as "maruti", was associated to the

Maruti 800 model.

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Maruti Suzuki has been the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi.

Maruti Suzuki’s Gurgaon facility has an installed capacity of 350,000 units per annum. The

Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity

of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines

and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over

700,000 units annually.

More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of

Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned

by the public and financial institutions. It is listed on the Bombay Stock Exchange and National

Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over

six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14

December 1983.

Maruti Suzuki offers 15 models, Maruti 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift

DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara. Swift, Swift DZire, A-star and SX4 are

manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit

(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for

three decades. Suzuki’s technical superiority lies in its ability to pack power and performance

into a compact, lightweight engine that is clean and fuel efficient.

Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated

first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia

Pacific.

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Partner for the joint venture

Pressure started mounting on Indira and Sanjay Gandhi to share the details of the progress on the

Maruti Project. Since country's resources were made available by mother to her son's pet project.

A delegation of Indian technocrats was assigned to hunt a collaborator for the project. Initial

rounds of discussion were held with the giants of the automobile industry in Japan including

Toyota, Nissan and Honda. Suzuki Motor Corporation was at that time a small player in the four

wheeler automobile sector and had major share in the two wheeler segment. Suzuki's bid was

considered negligible.

In the initial rounds of discussion the giants had their bosses present and in the later rounds

related to the technical discussions executives of these automobile giants were present. Osamu

Suzuki, Chairman and CEO of the company ensured that he was present in all the rounds of

discussion. Osamu in an article writes that it subtly massaged their (Indian delegation) egos and

also convinced them about the sincerity of Suzuki's bid. In the initial days Suzuki took all steps

to ensure the government about its sincerity on the project. Suzuki in return received a lot of help

from the government in such matters as import clearances for manufacturing equipment (against

the wishes of the Indian machine tool industry then and its own socialistic ideology), land

purchase at government prices for setting up the factory Gurgaon and reduced or removal of

excise tariffs. This helped Suzuki conscientiously nurse Maruti Suzuki through its infancy to

become one of its flagship ventures.

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Joint venture related issues

Maruti Suzuki's A-Star vehicle during its unveiling in Pragati Maidan, Delhi. A-Star, Suzuki's

fifth global car model, was designed and is made only in India. Besides being Suzuki's largest

subsidiary in terms of car sales, Maruti Suzuki is also Suzuki's leading research and development

arm outside Japan

Relationship between the Government of India, under the United Front (India) coalition and

Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian

media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint

venture that had a near monopolistic trade in the Indian automobile market and the nature of the

partnership built up till then was the underlying reason for most issues. The success of the joint

venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in 1992.

In 1982 both the venture partners had entered into an agreement to nominate their candidate for

the post of Managing Director and every Managing Director will have a tenure of five years

Initially R.C.Bhargava, was the managing director of the company since the inception of the

joint venture. Till today he is regarded as instrumental for the success of Maruti Suzuki. Joining

in 1982 he held several key positions in the company before heading the company as Managing

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Director. Currently he is on the Board of Directors. After completing his five year tenure, Mr.

Bhargava later assumed the office of Part-Time Chairman. The Government nominated Mr.

S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr. Bhaskarudu had joined

Maruti Suzuki in 1983 after spending 21 years in the Public sector undertaking Bharat Heavy

Electricals Limited as General Manager. Later in 1987 he was promoted as Chief General

Manager, 1988 as Director, Productions and Projects, 1989 Director, Materials and in 1993 as

Joint Managing Director.

Suzuki Motor Corporation didn't attend the Annual General Meeting of the Board with the

reason of it being called on a short notice. Later Suzuki Motor Corporation went on record to

state that Mr. Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry

of Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki

sources that Bhaskarudu was interested to indigenise most of components for the models

including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy for

the Government and would not let it increase its stake in the venture. If Maruti Suzuki would

have been able to indigenise gear boxes then Maruti Suzuki would have been able to

manufacture all the models without the technical assistance from Suzuki. Till today the issue of

localization of gear boxes is highlighted in the press.

The relation strained when Suzuki Motor Corporation moved to Delhi High Court to bring a stay

order against the appointment of Mr. Bhaskarudu. The issue was resolved in an out-of-court

settlement and both the parties agreed that R S S L N Bhaskarudu would serve up to 31

December 1999, and from 1 January 2000, Jagdish Khattar, Executive Director of Maruti Udyog

Limited would assume charges as the Managing Director. Many politicians believed, and had

stated in parliament that the Suzuki Motor Corporation is unwilling to localize manufacturing

and reduce imports. This remains true, even today the gear boxes are still imported from Japan

and are assembled at the Gurgaon facility.

Industrial relations

For most of its history, Maruti Udyog Limited had relatively few problems with its labour force.

Its emphasis of a Japanese work culture and the modern manufacturing process, first instituted in

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Japan in the 1970s, was accepted by the workforce of the company without any difficulty. But

with the change in management in 1997, when it became predominantly government controlled

for a while, and the conflict between the United Front Government and Suzuki may have been

the cause of unrest among employees. A major row broke out in September 2000 when

employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding among other

things, revision of the incentive scheme offered and implementation of a pension scheme.

Employees struck work for six hours in October 2000, irked over the suspension of nine

employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding revision of the

incentive-linked pay and threatened to fast to death if the suspended employees were not

reinstated. About this time, the NDA government, following a disinvestments policy, proposed to

sell part of its stake in Maruti Suzuki in a public offering. The Staff union opposed this sell-off

plan on the grounds that the company will lose a major business advantage of being subsidised

by the Government.

The standoff with the management continued to December with a proposal by the management

to end the two-month long agitation rejected with a demand for reinstatement of 92 dismissed

workers, with four MUL employees going on a fast-unto-death. In December the company's

shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same time around 1500

plant workers from the MUL's Gurgaon facility were agitating outside the company's corporate

office demanding commencement of production linked incentives, a better pension scheme and

other benefits. The management has refused to pass on the benefits citing increased competition

and lower margins.

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Manufacturing facilities

Maruti Suzuki has two state-of-the-art manufacturing facilities in India.Both manufacturing

facilities have a combined production capacity of 1,000,000 vehicles annually.

Gurgaon Manufacturing Facility

The Gurgaon Manufacturing Facility has three fully integrated manufacturing plants and is

spread over 300 acres. All three plants have an installed capacity of 350,000 vehicles annually

but productivity improvements have enabled it to manufacture 700,000 vehicles annually. The

Gurgaon facilities also manufacture 240,000 K-Series engines annually. The entire facility is

equipped with more than 150 robots, out of which 71 have been developed in-house. The

Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni , Gypsy, Swift and Eeco.

Manesar Manufacturing Facility

The Manesar Manufacturing Plant was inaugurated in February 2007 and is spread over 600

acres. Initially it had a production capacity of 100,000 vehicles annually but this was increased to

300,000 vehicles annually in October 2008. The Manesar Plant produces the A-star, Swift, Swift

DZire and SX4.

Sales and service network

Maruti Suzuki is one of the companies in India which has unparalleled sales and service network.

As of June 2010 it currently has 800-plus dealerships across more than 500 cities in India. It

plans to expand total number of dealerships to 1,000. To ensure the vehicles sold by them are

serviced properly, Maruti Suzuki has 800-plus dealer workshops, 1,945 Maruti Authorized

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Service Stations and 30 Express Service Stations on 30 National Highways across 1,314 cities in

India.

Service is a major revenue generator of the company. Most of the service stations are managed

on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have

not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help

many stranded vehicles on the highways by sending across their repair man to the vehicle.

Maruti Insurance

Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the

National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The

service was set up the company with the inception of two subsidiaries Maruti Insurance

Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited

This service started as a benefit or value addition to customers and was able to ramp up easily.

By December 2005 they were able to sell more than two million insurance policies since its

inception.

Maruti Finance

To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002.

Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and

Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client in

securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak

Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic

partners in car finance. Again the company entered into a strategic partnership with SBI in

March 2003 Since March 2003, Maruti has sold over 12,000 vehicles through SBI-Maruti

Finance. SBI-Maruti Finance is currently available in 166 cities across India.

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"Maruti Finance marks the coming together of the biggest players in the car finance business.

They are the benchmarks in quality and efficiency. Combined with Maruti volumes and

networked dealerships, this will enable Maruti Finance to offer superior service and competitive

rates in the marketplace".

Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti

Udyog Limited its primary business stated by the company is "hire-purchase financing of Maruti

Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank Overseas

Investment Corporation, Delaware, which in turn is a 100% wholly owned subsidiary of Citibank

N.A. Citi Finance India Limited holds 74% of the stake and Maruti Suzuki holds the remaining

26%.GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti Countrywide

Maruti claims that its finance program offers most competitive interest rates to its customers,

which are lower by 0.25% to 0.5% from the market rates.

Maruti TrueValue

Main Article: Maruti True Value

Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used

Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki vehicles with the

help of this service in India. As of 2009 there are 315 Maruti True Value outlets.

N2N Fleet Management

N2N is the short form of End to End Fleet Management and provides lease and fleet

management solution to corporates. Its impressive list of clients who have signed up of this

service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering,

Doordarshan, Singer India, National Stock Exchange and Transworld. This fleet management

service include end-to-end solutions across the vehicle's life, which includes Leasing,

Maintenance, Convenience services and Remarketing.

Accessories

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Many of the auto component companies other than Maruti Suzuki started to offer components

and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti

Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine

Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps,

stereo systems, seat covers and other car care products. These products are sold through dealer

outlets and authorized service stations throughout India.

Maruti Driving School

A Maruti Driving School in Chennai

As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School

in Delhi. Later the services were extended to other cities of India as well. These schools are

modelled on international standards, where learners go through classroom and practical sessions.

Many international practices like road behaviour and attitudes are also taught in these schools.

Before driving actual vehicles participants are trained on simulators.

"We are very concerned about mounting deaths on Indian roads. These can be brought down if

government, industry and the voluntary sector work together in an integrated manner. But we felt

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that Maruti should first do something in this regard and hence this initiative of Maruti Driving

Schools."

RECOMMENDATIONS

Maruti has great chance of success In the future

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. CHAPTER 1

INTRODUCTION

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INTRODUCTION

COMPETITION-MARUTI SUZUKI INDIA LTD.

Today Maruti-suzuki,automobile company is the leader of the market in India.

This project is about the competition of Maruti with the other brands in India.

There are 2 locations at Sangli and Satara in MAHARASHTRA. At Pune there is

an outlet in TAVRE COLONY.At KATRAJ there is a full-fledged body shop. At

a distance of 3kms there is always a service station.

Another showroom is activated at ambegao on the Pune-Bombay Highway.

NOIDA

MARUTI-SUZUKI is located in NOIDA at THREE different places.

1) Sec. 18

2) Sec. 62

3) Sec. 33

The Chowgule Maruti Suzuki showrooms include sales, service,Used Cars,

Spares, back office, a conference hall, special uniforms etc.

Overall there were 200 employees 4 years back in Maruti but today there are in all

600 employees all over Goa and on expansion ,there are plans to increase the man

power still further.

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Mr. Y. R. Gupta is the Managing Director and the entire activitiesin Goa are

handled by Mr. Sunil Agrawal who is the General Manager.

In all there are 80 executives all over Noida.

THERE ARE 2 SEGMENTS A1 AND A2

THE A1 SEGMENT

The A1 Segment consists of Maruti SX4 and Maruti Grand Vitara.

THE A2 SEGMENT

The A2 SEGMENT consists of Ritz,Alto,Swift,A-star,Estilo and Wagon-R.

Now recently Maruti is losing its grip in the A2 segment.

The A2 segment excludes Maruti 800 .

STATEMENT OF THE PROBLEM

Statement of problem is the core part of any research. If problem is clear and well defined other

work of research can easily be formulated. During summer project assigned to me was “To

study the competition of MARUTI with other products” In this statement the problem,

instrument used, and the area covered are clearly mentioned. ‘Structured questionnaire’ means a

set of questions having definite answers .A survey was conducted all over NOIDA

RANDOMLY.

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CHAPTER 2

OBJETIVES

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OBJECTIVES OF THE PROJECT (FINDINGS)

1) TO STUDY THE COMPETITION OF MARUTI SUZUKI WITH OTHER

PRODUCTS ?

2) TO STUDY WHY THERE IS SHORTAGE OF VEHICLES

3) TO STUDY THE PROBLEMS ABOUT DISCOUNTS

SCOPE OF THE STUDY

Scope of study

The scope of study was limited to the following areas:

Sr. No. Respondents Area Covered

1. Customers

2. Dealers

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SIGNIFICANCE OF THE PROBLEM

To study the COMPETITION OF MARUTI with other cars in Noida. Objective of the study plays an important role for the success of the study. By this we came to know that Maruti is the Market leader in Noida. As per facts MARUTI is the market leader in the country.

ASSUMPTIONS

Assumption about the research means to predict the solution of the problem.

LIMITATION OF THE PROBLEM

The scope of the problem is limited only for the NOIDA

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CHAPTER 3

COMPANY

PROFILE

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THE CHOWGULE

The BIG INDUSTRIALISTS “THE CHOWGULE’S” have other huge businesses too such as

MINING,SHIPPING ,EDUCATION(St.Josephs,Chowgule college at Margao)

They have a huge Golf Club at MARGOA AT ARLEM.

A lot of cultural and commercial activities are held here.

They have lot of ship building activities and schools too.

Late Vishwasrao.D. Chowgule set up the shipping and mining and he was instrumental.

The company took iniatiatives to get the best technologies from JAPAN . Late Vishwasrao.D.

Chowgule was instrumental for getting technology in mining.

THE Chowgule Industry came into business in 1963.Initially the processing use to be done.

In 1983 they went in for the television.(THE CALTRON T.V.) Later on they stagnated.

In 1983 itself SWARAJ MAJDA was started in Panjim which is today at Margao.

They went into Commercial Vehicles i.e.the Swaraj Majda.

Khandeparkar is the G.M. of Swaraj Majda .At this time the sales were not good. Only around

4000 vehicles were sold which were of Swaraj Majda.

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Izsuzu is a Volvo Bus which is a commercial vehicle started in Pune but not yet started in Goa.

MARUTI UDHYOG ACTIVITIES

There are various activities that are carried out .

They are Selling Insurance, selling finance, selling excel accessories,

Some other activities are Exchange of cars for Maruti-Suzuki cars.

There are even driving schools which been started by Maruti-Suzuki.These schools are very

much renowned.

RDSE

There are activitieswhich are carried out in rural areas too.The RDSE handles it.(RDSE-Rural

Dealer Sales Executives).

THE SALES OPERATION STANDARDS

One of the most important functions are maintaining sales operations standards.

Its purpose s are

- Satisfaction with dealer performance

- Vehicle quality

- Lots of customer meets

- Ambience in the showroom

- Customer core activities

- Feedback systems

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GOLDEN RULE

3 Important things that help in increasing business are

RECOMMENDATION,REVISIT AND REPURCHASE.

CUSTOMER MEETS

Lot of customer meets are held during holidays .There are customer care managers

who handle this.

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SALES PROCESS

PRE-

DELIVERY

PROCESS

DELIVERY

PROCESS

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ENQUIRY TRACKING

ORDER BOOKING

FINANCE PROCESS

DELIVERY MANAGEMENT

DELIVERY EXPLANATION

DELIVERY CEREMONY

VEHICLE DELIVERY

CHAPTER 4

REVIEW OF

LITERATURE

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I.E. EXECUTIVE SUMMARY

Under this heading, the literature about the project in other words, theory of project is been

discussed. As the topic of my project was based on COMPETITION using the questionnaire as

an instrument, THE PROJECT reveals about the Maruti status in Noida as the market leader.

It also shows certain extra things such as:-

A study of consumer buying habits as far as cars are concerned

To find out the demand of Maruti

To find out the factors affecting sales of Maruti recently

To determine brand loyalty

To find the customer satisfaction level

To determine factors which influenced consumers in choosing a brand

LIMITATIONS

1) Hesitent to reveal true reasons sometimes

2) Biases play a major role too

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These were the problems faced during the survey process.

Type of research in which this research can be framed is descriptive type of research. Typically

descriptive studies are either longitudinal or cross-sectional. Longitudinal type of study,

generally takes the form of a sample of respondents who are studied over a period of time from a

few months to few years. This type suffers from a selection bais.

Cross sectional design- this is most commonly used in marketing research. This is a one shot

research study at a given point of time, and consists of a sample (cross section) of the population

of interest.

Its advantages are that it gives a good overall picture of the position at a given time. The

disadvantages could be that a cross sectional study tends to rely too much on numbers, can be

affected by poor quality of interviewer or supervisors and tend to view the population in terms of

too many generalization.

On the whole, though, cross sectional research appears to be most preferred by market

researchers and their clients on account of its simplicity & understandability.

Sampling:

Sampling consists of many elements the most important element is human respondent, who

could be consumer, potential consumer, a dealer or a person. Some other possible elements for a

study could be companies, families or household, retail stores etc. There are two major types of

sampling- probability sampling and non-probability sampling. The sampling technique used in

this research is random sampling. It involves picking any available set of respondents convenient

for the researcher to do the project in a proper required manner.

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CHAPTER 5

RESEARCH

METHODOLOGY

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Data: Data are the facts, figures and other relevant information material , past present , serving

as bases for the study and analysis . Data are considered the backbone of any research project as

it helps the manager to take right decision.

Data are primarily of two types:

1. Primary Data

2. Secondary Data

Primary Data is the initial data in hand.

Secondary data may be defined as the data which has been collected earlier for some purpose

other than the purpose of the present study. Any data that is available prior to the commencement

of the research project is secondary data, there fore secondary data is also called as historical

data. Secondary sources of the data provide wealth of information to the researcher. It often

obviates the need of the primary data collection and saves the valuable time, effort and money.

Even where the subsequent primary data collection is required, an analysis of the secondary data

enlightens the researcher regarding many aspects of the study and gives contextual familiarity of

the primary data collection. It thus provides rich insights into the process.

SAMPLING:-

Simple random sampling was done.

Questionnaire: A set of questions prepared by the researcher for collecting required information

from the respondent is called questionnaire.

In this method a questionnaire is sent to the respondent with a request to answer and return the

questionnaire..

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CHAPTER 6

DATA ANALYSIS AND

INTERPRETATION

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DATA ANALYSIS

This was the questionnaire designed and 754 people were surveyed randomly in Noida.

In <Sec. 18> 405 people were surveyed randomly

In <Sec. 62> 155 people were surveyed

In <Sec. 33> 47 people were surveyed

In <New delhi> 102 people were surveyed

In <GBD> 45 people were surveyed

Maruti Other0

50

100

150

200

250

300

350

400

450

500

Graphical Representation of Data

Graphical Representation of Data

Out of the 754 people surveyed 475 were owning Maruti and the remaining 279 were owning

other brand cars.

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People opted MARUTI for various reasons.they are:-

BRAND-199 people opted due to the brand

PRICE-183 people opted due to the price

COMFORT-266 people opted due to the comfort

PETROL EFFICIENCY-328 people opted due to the petrol efficiency

MANTAINENCE COST-256 people opted due to the maintainance cost

OTHER REASONS-13 people opted due to the other reasons such as service

REASONS FOR OPTING MARUTI

BRANDPRICE

COMFO

RT

PET.EFFI

MAIN

.COST0

10203040506070

Series 1

Series 1

39

REASONS FOR OPTING CARS OTHER THAN MARUTI

BRAND-192 people opted due to the brand

PRICE-87 people opted due to the brand

COMFORT-257 people opted due to the brand

PETROL EFFICIENCY-127 people opted due to the brand

MAINTAINENCE COST-74 people opted due to the brand

OTHER REASONS-17 people opted due to the brand

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BRANDPRICE

COMFO

RT

PET.EFFI

MAIN

.COST0%

20%

40%

60%

80%

PERCENTAGE

PERCENTAGE

THE FUTURE PLANS OF THE PEOPLE IN NOIDA

MARUTI-According to the survey conducted 319 people are ready for

purchasing MARUTI in the future .

245 people are planning for other brands like Honda ,Chevorlet etc.

190 people are not yet sure of the brand they would purchase in the

future

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Sales

Maruti 319Other Brands 245Not Decided Group 190

OTHER PROBLEMS

There is shortage of vehicles and problem in services too. Sometimes there is also shortage of

vehicles ,discounts and services.

SHORTAGE OF VEHICLES

Shortage of vehicles is another problem faced by the company.

Due to the excessive demand of the vehicles in a certain category respectively the company faces

a problem. The production is not as fast as the demand of the people rises rapidly.

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Today it is known to everybody that MARUTI-SUZUKI is the market leader owning a share of

more than 60%.Hence there is excessive demand for Maruti in the country.

DISCOUNTS

Customers tend to ask more of discounts .This happens because people in India stress a lot on the

word “PRICING”.

Here it means that the customers in INDIA are very much price conscious.

Every person in india concentrates on savings ;this is why people over here tend to ask for more

discounts.

VISION, MISSION, GOALS

The main mission or the vision of the company is the ultimate customer satisfaction.The sales is

another important goal of the company.

PRODUCTS, AWARDS, FUTURE PLANS,CURRENT STATUS

1) Memberships Certificate by federation of Automobile dealers association (FADA)

2) AIB-VINCOTTE International Limited (BELGIUM) for Quality Management Systems.

3) International Certification Network for quality management.

4) International Certification Network for quality management (separate year)

5) Excellence in HR (TROPHY)

6) BAJAJ ALLIANZ (TROPHY)

7) 1ST PLACE (Service Award by Chowgule Industries) in BANGKOK

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STRATEGIES FOR FUTURE

They have a lot of plans in mind for expansions. They have a lot of future plans of changing and

expanding their business and profits a lot by the year 2015 with good services.

QUALITY POLICY

5 Ss is a quality system.

THIS INCLUDES

i) SEIRI OR SORTING

ii) SEITON OR SYSTEMATIZE

iii) SEISO OR SHINING (I.E. SWEEPING AND WASHING)

iv) SEIKETSU OR STANDERDISATION

v) SHITSUKE OR SELF-DISCIPLINE

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SEIRI OR SORTING

Seiri means sorting through everything in each work area. It requires keeping only what is

necessary.

Materials etc that are used frequently should be moved to a separate area. Items never used

should be discarded.This makes it easier to find the things needed and frees up additional space.

“TAGGING” items is usually a common approach when one decides what is to be thrown away.

An area is targeted and tagged with a red tag and a date. This is a very essential task.

SEITON OR SYSTEMATIZE

This is the next step. It requires organizing ,arranging and identifying everything in the work

area for efficient retrieval and return to its proper place.

Commonly used tools are readily available ,cabinets, shells etc are labeled. Floors are cleaned

and painted to spot dirt. Place is outlined to identify work areas.All things are labeled

systematically to be identified easily.

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SEISO OR SHINING (I.E. SWEEPING AND WASHING)

Once everything from each individual work area to the entire fascility is sorted and organized it

needs to be kept that way.

Regular cleaning and inspection makes it easy to spot lubricant leaks,equipment

breakage ,missing tools and low levels of supply. When done on a regular and frequent basis

cleaning and inspectin does not take a lot of time and in the long run actually saves time.

SEIKETSU OR STANDERDISATION

SEIKETSU ensures that the first three steps of the 5S programme continue to be effective. The

good practices developed in the first 3 steps need to be standerdised.

Therefore ,organizations must develop a work structure that will support the new practices and

turn them into habits.

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SHITSUKE OR SELF-DISCIPLINE

This implies continuous training and maintenance of standards. The organization must build a

formal system for monitoring the results of the programme. A follow-up is a must for the above

4 steps to continue to be practice.

There will have to be continuous education about maintaining standards.When there are changes

that will affect the 5s problem – such as new equipment,new products or new work rules ,it is

essential to make changes in the standards and provide training.

A good way to continue educating employees and maintaining standards is to use 5s posters and

signs.

USP (UNIQUE SELLING PRODUCT)

The USP i.e. the unique selling proposition defines a companies competitive advantage.One

must identify what makes him different from his competitors and emphasie these advantages in

his marketing.

The basis of his strong USP is the customer value proposition. For this one has to find out the

customers interests ,his needs, the services he requires etc.

One has to get the customer feedbacks regularly to improve upon the products,their

services ,about the company etc.

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One has to communicate to the customers about certain important things. They are:-

1) PRODUCT FEATURE:-This USP may be based on product features associated with the

product ranging from what it does to the quality of your support services.

2) EMOTION:- The USP may be based on the emotional appeal such as love, humour or

fear

3) ASSOCIATION:- The USP may be communicated by association with a well-known

personality.

FUTURE PLANS

There are certain credits that are given to a company.They are silver,gold,and platinum.Platinum

is the highest among all.Today Maruti Udhyog is at the highest level that is at the PLATINUM

level.

Maruti Suzuki is planning to expand its sales by various methods of sales promotion etc. Lot of

plans are being made for expansions. To increase market share of Maruti Suzuki India LTD.,at

the dealership in Noida in terms of sales and service.

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CHAPTER 7

RECOMMENDATION

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RECOMMENDATIONS:

MARUTI SUZUKI which presently has a good market share of vehicle they can increase their

market with improving customer care services. Customer care service is the one area where

maruti suzuki is lacking very much.

Promotional strategy helps a lot to sell vehicles so company should do canopy in the companies.

By this co. can improve their sales.

MARUTI SUZUKI should give more emphasis on its vehicle service and can provide better

schemes as the customer demand is very high when compared to other brand.

MARUTI should reduce price of its high cost of vehicle.

Company can lower the customer turnover by giving emphasis on the satisfaction level.

MARUTI SUZUKI should increase the number of employees for the purpose of customer

satisfaction.

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CHAPTER 8

QUESTIONNAIRE

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The Questionnaire

Q.1) Which car do you have at present? How old is your car?

Q.2) Are you satisfied with the car?

Yes/no and why

1) brand 2)price 3)comfort 4)petrol efficiency 5)maintenance cost 6)any

other reasons if any

Q.3) Which car would would you like to purchase in immediate future?

reasons? why not Maruti?

THANK YOU SO MUCH FOR SPARING YOUR VALUABLE TIME

AND FOR ANSWERING THESE QUESTIONS

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CHAPTER 8

CONCLUSION

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CONCLUSION

The project is made in “MARUTI SUZUKI CHOWGULES ”, NOIDA on MARKETING.

By mean of secondary data the study has revealed & the project I have completed.

Therefore from the study analysis I have concluded following points:-

SO THE CONCLUSION IS THAT OUT OF THE CUSTOMERS WHO HAVE PLANNED FOR CARS IN THE FUTURE 55% OF THEM ARE GOING FOR MARUTI

1) People are more interested in going for Maruti

2) Maruti is having a market share of more than 60% all over NOIDA.

3) There is no tough competition for Maruti at all.

4) Maruti is the leader of the market

5) Technogies in other cars like Honda are much better.

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BIBLIOGRAPHY

1) REFERENCE BOOK OF MARUTI2) www.google.com 3) www.gaadi.com 4) www.marutisuzuki.com

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