skoda 1

8/16/2019 skoda 1

1/62

EXECUTIVE SUMMARY

The present report is prepared for the partial fulfillment of BBA and as a

part of curriculum. This is an attempt to determine and do a “study on

customer behavior of Skoda car owners in New Delhi”

To pursue the research area New Delhi was chosen. Where the survey was

conducted through Questionnaire and Interview. The data collection is

analyed and some practical tools were applied to get inferences from the

survey. The results are printed in forms of graphs and diagrams.

The report has two sections! in its first section company profile is given!

where as in second section! research methodology is given which includes

sample design! analysis on sample and findings are given. "uggestions with

respect to the survey for future improvement is given to improve the survey

#ecause their competitors have also ta$en up the survey.

At the end of the report limitations! %onclusion of the research. &ast

there is Bi#liography.

CONTENTS

Chapter

No.

Particulars Page No.

Declaration i%ertificate ii

Ac$nowledgement iii'(ecutive "ummary iv

1. N!"#D$C!#N

).) *verview of the Industry

).+ ,rofile of the %ompany

).- ,ro#lems of the %ompany

). %ompetition Information

1

)

/

+-

+

8/16/2019 skoda 1

2/62

%. S.&.#.! 'N'()SS -+

*. #+,-C!- #/ !0- S!$D)

+.) *#0ective of the "tudy

+.+ 1anagerial usefulness of the "tudy

+.- "tatement of the pro#lem

*

-

-

-2. "-S-'"C0 2-!0#D#(#3)

-.) "cope of the "tudy

-.+ 3esearch 1ethodology

-.- &imitations of the "tudy

*4

-/

-/

-45. D'!' 'N'()SS 'ND N!-"P"-!'!#N 6

4. /NDN3S #/ !0- S!$D) 567. "-C#22-ND'!#NS 'ND S$33-S!#NS 5*8. C#NC($S#N 55

'NN-9$"-

Questionnaire

57

++(#3"'P0) 41

CHAPTER 1

INTRODUCTION

1.1 #-"-& #/ !0- ND$S!")

India is an emerging country with huge potential. The domestic economy is

now increased to 7.4% in 2014-15 per annum and India5s importance in

glo#al terms is #eing reinforced #y rapidly rising e(ports and domestic

consumption. At a time when num#ers of a slowdown and overheating in the

Indian economy have started gaining momentum! the Indian rupee sprang a

surprise #y pushing the 6D, figure past the trillion7dollar 8+!99!999 crore:

mar$.

)

8/16/2019 skoda 1

3/62

8/16/2019 skoda 1

4/62

new forecast of Indian automotive and related activity to +9+9. Based on

1a( ,em#erton;s uni sales! demographics! materials usage! auto industry employment!

and e(plains their inter7 year of healthy growth in auto industry.

ND$S!") 3"#&!0:

-

8/16/2019 skoda 1

5/62

India #ased consultancy! $eystone predicts that India will #ecome world5s

third largest automo#ile mar$et #y +9-9. *verall sie e(pected to e(ceed +9

million with compounded annual growth rate of over )+?.

8/16/2019 skoda 1

6/62

ndia !hen ; Now:

1

8/16/2019 skoda 1

7/62

• 6eneral motors 8*pel! %hevrolet:

• ord

• industan motors! 1itsu#ishi

• onda

• yundai

• Ba0a tempo

• 1arinara

• 1aine el9ect.

• 1ercedes Ben

• Nissan

•

"an engineering

• "$oda

• Toyota

!op three manufacturers:

• 1aruti "uu$i

• Tate motors

• yundai

Car segmentation: This is done on the #asis of sie and price of the car

/

8/16/2019 skoda 1

8/62

A segmentC maruti 499! omni

B segmentC en! wagon7r! alto! "anto! polio! indicia

% segmentC esteem! accent! indigo! icon! onda city! civic

D7segmentC opera! *ctavia! sonata! monde! accord! corolla! %amry!

1ercedes

1.% C#2P'N) P"#/(-

0S!#")

At the #eginning of Decem#er )4E2 the mechanic >Fclav&aurin and the

#oo$7seller >FclavGlement! #oth #icycle enthusiasts! started manufacturing

#icycles of their own design! patriotically named "lavia in the nationalist

atmosphere of the end of the )Eth century. A few years later! in )4EE! the

@

8/16/2019 skoda 1

9/62

&aurin H Glement %o. #egan producing motorcycles! which were soon

successful and gained several racing victories. After initial e(periments at

the turn of century! producing of motorcycles was gradually replaced #y

automo#iles from )E92 onward.

&i$e the motor cycles! the )st &aurin H Glement automo#ile! the >oiturette

A was a full success! later #ecoming the archetype of %ech automo#ile

classic. It soon formed a sta#le position for %ompany in the developing

international automo#ile mar$et! so that the %ompany could soon start

operating on a wide scale. The volume of the production increased and soon

e(ceeded the potential of a private enterprise! and in )E9@ the founders of

the %ompany initiated conversion to a 0oint7stoc$ company. The

international character of $oda5s operations #ecame increasingly important.

The production facilities were e(tended constantly and after )E)! $oda

too$ part in the production for the armed force.

4

8/16/2019 skoda 1

10/62

Due to the country5s economic development! the 0oint venture with a strong

industrial partner #ecame essential in the nineteen twenties in order to

strengthen and modernie the %ompany! which was at that time producing

numerous types of passenger cars! truc$s! #usses! airplane engines andagricultural machinery. In )E+2! fusion with the ,ilsen $oda %o. was

accomplished! mar$ing the end of the &aurin H Glement trademar$. In early

)E-9s! the automotive #usiness was again organied as a separate 0oint7stoc$

company within the $oda 6roup 8Automo#ile Industry %o.! A"A,:. After

the crisis! the %ompany achieved a #rea$7through with the Type $oda

,opular.

The 6erman occupation in )E-E to )E2 caused a considera#le disruption inthe history of the company! which was integrated into the industrial structure

of the 6erman 'mpire. The civilian production programme was immediately

limited and production was turned to its needs.

In the course of a large7scale nationalisation which #egan immediately after

the end of the war! the %ompany #ecame a national enterprise named AN,

in )E/. Within the political and economic changes of that time! it ac

8/16/2019 skoda 1

11/62

Based on the traditional production processes and past success! the

%echoslova$ economy managed to maintain a relatively good standard in

the postJsocialist period for several decades! in spite of the changes #rought

a#out #y planned economy and efforts at unduly rapid growth. This standard

only #ecame ol$swagen 6roup.

)9

8/16/2019 skoda 1

12/62

8/16/2019 skoda 1

13/62

Skoda =0atchback>

,opular "$oda a#ia models range in on7road price from #elow rupees seven

la$hs to a #it a#ove rupees eight la$hs! including

Skoda /abia =0atchback>

"$oda a#ia is lu(urious hatch#ac$ model from the world class "$oda

collection now availa#le in India. Its style and su#stance ma$e it a sure

competitor to other % segment "edan cars in the mar$et. The "$oda a#ia

offers an on7road price range #etween rupees seven and eight la$hs. "$oda

a#ia is availa#le in different engine specifications li$e diesel and petrol.

The "$oda a#ia variants include

/abia Classic =Diesel>

"$oda a#ia %lassic is revolutionary model #orn in the "$oda hatch#ac$

family is availa#le at a showroom price of around 3s./!/@!)E) with an on

road price of around 3s.@!-9!@4/ including supplementary charges.

/abia 'mbiente =Diesel>

"$oda a#ia Am#iente gives tough competition to sedan species in the

mar$et with its superior loo$s and stri$ing features. New cars have a show

room price of around 3s.@!-!/+@ and on7road price of around 3s.4!)!9//.

)+

http://www.infibeam.com/SDP.action?catalogId=SKODAFABIACLASSIC2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAAMBIENTE2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIACLASSIC2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAAMBIENTE2008

8/16/2019 skoda 1

14/62

/abia -legance =!D> = Diesel>

"$oda a#ia 'legance TDI is a lu(ury hatch#ac$ pac$ed with e(cellent

features and #orn with diesel engine. At the showroom! this car costs around

3s.@!E+!/4/ with an on7road price of around 3s.4!/@!/+.

/abia -legance =2P> =Petrol>

"$oda a#ia 'legance 1,I is a lu(ury hatch#ac$ pac$ed with e(cellent

features and #orn with petrol engine. At the showroom! this car costs around

3s./!EE!E-+ with an on7road price of around 3s.@!//!2)9.

Skoda =Sedan>

,opular "$oda sedan car prices start from "$oda cars at a #it #elow rupees

eight la$hs to "$oda cars at a #it a#ove rupees ten la$hs! including

Skoda #ctavia =Sedan>

"$oda *ctavia is well $nown for its classy loo$s and cost effective features.

This master piece #oasts for its un#eata#le style and performance. "$oda

8"edan: The "$oda *ctavia with its petrol and diesel variants targets the

middle class consumer and offers "$oda car prices #etween rupees twelve

and fifteen la$hs. "$oda *ctavia variants include

)-

http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAELEGANCETDI2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAELEGANCEMPI2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAELEGANCETDI2008http://www.infibeam.com/SDP.action?catalogId=SKODAFABIAELEGANCEMPI2008

8/16/2019 skoda 1

15/62

#ctavia "ider 1.8 !urbo =Petrol>

*ctavia 3ider ).4 Tur#o is pac$ed with trendy design and various attractive

features. New cars have a show room price of around 3s.))!)2!999 and on7

road price of around 3s.)+!29!999 inclusive of all charges such as insurance!

octroi! 3T*! etc. "$oda *ctavia 3ider ).4 Tur#o 8,etrol: car prices vary in

la$hs upon the car dealer;s location.

#ctavia "ider 1.< !D =Diesel>

New cars in this series have a showroom price ranging from around eleven

la$hs to around twelve la$hs inclusive of all charges li$e insurance! octroi!

3T*! etc. *ctavia 3ider ).E TDI car prices vary with the car dealer;s

location.

#ctavia -legance 1.< !D =Diesel>

The *ctavia 'legance ).E TDI 8Diesel: is now availa#le at a showroom price

of around 3s.)+! 4+!999 with an on road price of around 3s.)!-2!999

including supplementary charges.

#ctavia 1.8 "S !urbo =Petrol>

New cars have a show room price of around 3s.)-! 29!999 and on7road price

of around 3s.)2! )9!999. "$oda *ctavia ).4 3" Tur#o 8,etrol: car prices

vary in la$hs upon the car dealer;s location.

#ctavia (; ? =Diesel>

)

http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIARIDER18TURBO2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIARIDER19TDI2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIAELEGANCE19TDI2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIA18RSTURBO2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIALANDK2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIARIDER18TURBO2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIARIDER19TDI2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIAELEGANCE19TDI2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIA18RSTURBO2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIALANDK2007

8/16/2019 skoda 1

16/62

At the showroom! this car costs around 3s.)! 99!999 with an on7road price

of around 3s.)2! /@! 999. This includes standard ancillary charges also.

Skoda (aura =Sedan>

"$oda &aura! a stalemate of "$oda *ctavia! &aura is popular for its

contemporary! dynamic designer loo$s. "pecially customied! the model has

stood the test of times in Indian conditions with its e(traordinary

performance giving results #eyond imagination. "$oda 8"edan: The "$oda

&aura with its diesel variants targets the middle class consumer with "$oda

car prices #etween rupees si(teen and nineteen la$hs. "$oda &aura variants

include

(aura -legance =Diesel>

,assionately designed interiors! is what ma$es this vivacious #eauty! a truly

comfort one to indulge in. New cars have a show room price of around

3s.)! @!999 and on7road price of around 3s.)/! 29!999. "$oda &aura

'legance 8Diesel: car prices vary in la$hs upon the car dealer;s location.

(aura ( and ? =2anual> =Diesel>

New cars in this series have a showroom price ranging from around si(teen

la$hs to around eighteen la$hs inclusive of all charges li$e insurance! octroi!

3T*! etc. &aura & and G car prices vary with the car dealer;s location.

)2

http://www.infibeam.com/SDP.action?catalogId=SKODALAURAELEGANCE2007http://www.infibeam.com/SDP.action?catalogId=SKODALAURA19PDLANDKMANUAL2007http://www.infibeam.com/SDP.action?catalogId=SKODALAURAELEGANCE2007http://www.infibeam.com/SDP.action?catalogId=SKODALAURA19PDLANDKMANUAL2007

8/16/2019 skoda 1

17/62

(aura ( and ? '! =Diesel>

At the showroom! this car costs around 3s.)/!@2!999 with an on7road price

of around 3s.)4!@+!999. This includes standard ancillary charges also.

Skoda Superb =Sedan>

"$oda "uper# is flagship model of "$oda and an automo#ile wonder. Must

the loo$ of it! ma$es you want it more than your ne(t heart#eat. "$oda

8"edan: The "$oda "uper# with its petrol and diesel variants targets the

upper middle class consumer with "$oda car prices #etween rupees twenty

two and twenty five la$hs. "$oda "uper# variants include

Superb %.8 4 =Petrol>

)/

http://www.infibeam.com/SDP.action?catalogId=SKODALAURA19PDLANDKDSGAT2007http://www.infibeam.com/SDP.action?catalogId=SKODASUPERB28V6PETROL2007http://www.infibeam.com/SDP.action?catalogId=SKODALAURA19PDLANDKDSGAT2007http://www.infibeam.com/SDP.action?catalogId=SKODASUPERB28V6PETROL2007

8/16/2019 skoda 1

18/62

New cars have a show room price of around 3s.+9! -9!999 and on7road price

of around 3s.++! @9!999. "$oda "uper# +.4 >/ 8,etrol: car prices vary in

la$hs upon the car dealer;s location.

Superb %.5 4 !di =Diesel>

New cars in this series have a showroom price ranging from around twenty

two la$hs to around twenty four la$hs inclusive of all charges li$e insurance!

octroi! 3T*! etc. &aura & and G car prices vary with the car dealer;s

location.

Skoda =&agon>

,opular "$oda wagon car prices start from "$oda wagons at a #it a#ove

rupees fifteen la$hs to "$oda wagons at a #it #elow rupees si(teen la$hs

twenty thousand. Availa#le "$oda wagons include

Skoda #ctavia =&agon>

"$oda;s e(tra #it of car in every single model! inescapa#ly reflects in

"$oda *ctavia 8wagon: again. "$oda 8Wagon: The "$oda *ctavia with its petrol and diesel variants targets the middle class consumer with "$oda

wagon car prices #etween rupees fifteen and si(teen la$hs. "$oda *ctavia

variants include

)@

http://www.infibeam.com/SDP.action?catalogId=SKODASUPERB25V6TDIDIESEL2007http://www.infibeam.com/SDP.action?catalogId=SKODASUPERB25V6TDIDIESEL2007

8/16/2019 skoda 1

19/62

#ctavia Combi 1.8 "S !urbo =Petrol>

The *ctavia %om#i ).4 3" Tur#o is now availa#le at a showroom price of

around 3s.)! 99!999 with an on road price of around 3s.)/!99!999

including supplementary charges.

"$oda cars have #een recognied for their style! and technology. "$oda

&aura won the 1ost Technologically Advanced %ar award in +99/ from

%NB%7T>)4. "$oda &aura also won the Automotive technology of the

Oear award from *>'3D3I>' in +99/. The future of "$oda cars in India is

already secured and growing #righter.

)4

http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIACOMBI18RSTURBO2007http://www.infibeam.com/SDP.action?catalogId=SKODAOCTAVIACOMBI18RSTURBO2007

8/16/2019 skoda 1

20/62

'&'"DS 'ND 'C0--2-N!S:

!he 3olden Steering &heel 'wards by 'uto+ild ndia

P Best >ariant of the Oear K $oda &aura

P Best "edan of the Oear K $oda "uper#

• #verdrive @ CN+C !18 'wards

P 1idsie %ar of the Oear K $oda &aura

+loomberg $!@'utocar 'wards

P Best >ariant of the Oear K $oda &aura

ND! Profit A Car ndia ; +ike ndia 'wards

P 'ntry ,remium %ar of the Oear K $oda "uper#

+S 2otoring -Becutive Car #f !he )ear koda Superb

• ++C K Best 'ntry &evel %ar for $oda *ctavia

• N/# K >oice of %ustomer Award

• %nd rank K M D ,ower India "ales "atisfaction Inde( "tudy

)E

8/16/2019 skoda 1

21/62

• CN+C !@18 'utocar K Best >ariant of The Oear $oda3"

• #verdrive K Auto Tech *f The Oear $oda3"

• , D Power K Initial Quality "tudy K Best ,remium %ar of the Oear for

$oda *ctavia

• , D Power K A,'A& "tudy K ,remium 1idsie %ar for $oda

*ctavia

• CN+C !@18 'utocar K The %ar of The Oear for $oda "uper#

• CN+C !@18 'utocar KBest Design and "tyle of The Oear for $oda

"uper#

• CN+C !@18 'utocar K >iewers %hoice %ar *f The Oear for $oda

"uper#

• Car of the )ear 'ward C $oda5s"uperhatch a#ia wins the %ar of

the Oear” award at the %NB% T> )4 *verdrive awards R9E held at Ta0&ands 'nd! on the Eth of Manuary in 1um#ai.

• Compact Car of the )ear C The "uperhatch a#ia! $nown for the

practicality along with roominess it offers! also #agged the award for

Best %ompact %ar of the year.

+9

8/16/2019 skoda 1

22/62

C#2P'N-S S#N:

Sales of 3enuine parts and 'ccessories

"ales of genuine parts and accessories comprise an important part of the

6roup5s #usiness policy and have a significant impact on customer

satisfaction. The sales philosophy is #ased on offering top7

8/16/2019 skoda 1

23/62

of +99E! there were a total of 2!9E4 registered sales and service partners

worldwide 8+994C 2!9)@:. While maintaining our focus on e(isting mar$ets!

we continued to strengthen ourposition on new mar$ets! particularly in

%hina and 3ussia. The year7on7year development for +99E confirms

the attractiveness of the $oda #rand among #usiness partners and the

success of the chosen sales strategy. *ne of the $ey topics in +99E was

maintenance of the

sta#ility of the dealer networ$! its adaptation to the new conditions in the

automotive sector and preparation for the anticipated growth phase.

Important factors for success in this area include optimal planning of the

sales and service networ$ connected with the resulting implementation of

the distri#ution methodology and ongoing development of the dealer

networ$. urther improvement in the

8/16/2019 skoda 1

24/62

introduced. 4@!299 were sold in Western 'urope 8K+.9? year7on7year: and

-4!+99 in %entral 'urope. 1ore than /!499 vehicles were sold on the #iggest

mar$ets of 'astern

'urope 83ussia! L$raine:. The 6roup5s #iggest mar$et in this segment!

accounting for +/? of annual fleet sales! is 6ermany! followed #y the %ech

3epu#lic! ,oland!

6reat Britain and "pain. In comparison with sales to individual private

customers! sales to large7volume #uyers are generally less sensitive to

changes in the economic environment! and thus in +99E helped $oda Auto

to partially offset the negative effects in the private7customer segment on

those mar$ets which were not supported #y government stimuli..

2arketing Communication

$oda Auto introduced two new models in +99E there#y penetrating mar$et

segments in which the $oda #rand had not #een previously represented.

The #rand5s new entrant in the "L> segment! the $oda Oeti! was presentedto the pu#lic at the 6eneva 1otor "how in the spring! and the $oda "uper#

%om#i made its de#ut at the ran$furt 1otor "how in the autumn.

The $oda Oeti was presented to sellers from around the world in the

Austrian Alps! where it could fully show off its off7road capa#ility. The Oeti

was at the centre of attention even at the E/th annual Tour de rance #icycle

race! which was realised with the $oda #rand5s support for the si(th time.During the Tour! spectators could catch a glimpse -29 $oda vehicles

provided for the event! whereas ten $oda Oetis were prominently featured

in the promotional convoy ahead of the peloton. The $oda Oeti5s mar$eting

communication emphasised the model as a new $ind of

+-

8/16/2019 skoda 1

25/62

"L> with the slogan Be prepared for something wild”. Building on the

success of the $oda"uper# sedan! the #rand5s new flagship model! the

$oda "uper# %om#i! e(ceeded all e(pectations. The international

mar$eting campaign for the latest version of the $oda "uper# was focusedon the small yet important successes ineveryone5s daily life with the slogan

'verything that made us #ig K now even #igger

1.3 PROBLEMS OF THE ORGANIZATION

6iven the city conditions! the consumers needed a very good overall

performance of cars! small cars ta$ing less space has no par$ing pro#lems!easy deriva#ility in heavy traffic conditions! easy gear shifts and good fuel

efficiency. The small car owners #eing mostly the professional class or the

upper middle class were very cost conscious and due to their #usy life styles

preferred low maintenance in their cars.

Irrespective of these a#ove aspects there is one more thing! which also needs

attention is customer satisfaction. %ustomer satisfaction is a#road term!

which includes many things li$e post sale service satisfaction! dealership

locality towards customers! way of treatment at these dealerships and service

stations! solving the customers pro#lems and concerns to their full

satisfaction and so on.

The occurrence of single pro#lem is a source of dissatisfaction for

customers. ,ro#lem e(perience is not always something #ro$en or loose.

1any a times it is a function of customers5 e(pectation of how a feature or a

+

8/16/2019 skoda 1

26/62

vehicle system should loo$ or perform and any performance short of this

e(pectation is perceived as a pro#lem.

1. C#2P-!!#"S N/#"2'!#N

!'!' 2#!#"S

Tata 1otors &imited is India;s largest automo#ile company! with

consolidated revenues of 3s.@9!E-4.42 crores 8L"D ) #illion: in +99479E.

It is the leader in commercial vehicles in each segment! and among the top

three in passenger vehicles with winning products in the compact! midsie

car and utility vehicle segments. The company is the world;s fourth largest

truc$ manufacturer! and the world;s second largest #us manufacturer.

The company;s +-!999 employees are guided #y the vision to #e #est in the

manner in which we operate! #est in the products we deliver! and #est in our

value system and ethics.

'sta#lished in )E2! Tata 1otors; presence indeed cuts across the length and

#readth of India. *ver million Tata vehicles ply on Indian roads! since the

first rolled out in )E2. The company;s manufacturing #ase in India is spread

across Mamshedpur 8Mhar$hand:! ,une 81aharashtra:! &uc$now 8Lttar

,radesh:! ,antnagar 8Lttara$hand: and Dharwad 8Garnata$a:. ollowing a

strategic alliance with iat in +992! it has set up an industrial 0oint venture

with iat 6roup Automo#iles at 3an0angaon 81aharashtra: to produce #oth

+2

8/16/2019 skoda 1

27/62

iat and Tata cars and iat powertrains. The company is esta#lishing a new

plant at "anand 86u0arat:. The company s dealership! sales! services and�

spare parts networ$ comprises over -299 touch pointsS Tata 1otors also

distri#utes and mar$ets iat #randed cars in India.

Tata 1otors! the first company from India;s engineering sector to #e listed in

the New Oor$ "toc$ '(change 8"eptem#er +99:! has also emerged as an

international automo#ile company. Through su#sidiaries and associate

companies! Tata 1otors has operations in the LG! "outh Gorea! Thailand

and "pain. Among them is Maguar &and 3over! a #usiness comprising the

two iconic British #rands that was ac

8/16/2019 skoda 1

28/62

0)$ND'

yundai 1otor India &imited 81I&: is a wholly owned su#sidiary of

yundai 1otor %ompany! "outh Gorea and is the second largest car

manufacturer and the largest passenger car e(porter from India. 1I&

presently mar$ets 2 variants of passenger cars across segments. The "antro

in the B segment! the 6et ,rime! i)9 and the ,remium hatch#ac$ i+9 in the

BU segment! the Accent and the >erna in the % segment! the "onata 'm#era

in the ' segment and the Tucson in the "L> segment.

yundai 1otor India &td! continuing with its tradition of #eing the fastest

growing passenger car manufacturer! registered total sales of 4E!-+4

vehicles in the calendar year 8%O: +994! an increase of E./ percent over %O

+99@. In the domestic mar$et it cloc$ed a growth of ++. percent with

+2-4@ units in +994! while overseas sales grew #y E+.2 percent! with

e(ports accounting for +-!E-) units in +994.

1I&;s fully integrated state7of7the7art manufacturing plant near %hennai

#oasts of the most advanced production!

8/16/2019 skoda 1

29/62

1I& has invested to e(pand capacity in line with its positioning as 1%;s

glo#al e(port hu# for compact cars. Apart from the e(pansion of production

capacity! 1I& currently has +@+ strong dealer networ$ across India! which

will #e further #olstered in +99E.

In +994! 1I& also successfully completed )9 glorious years of operations

in India and to commemorate its achievements! initiated a uni

8/16/2019 skoda 1

30/62

signed on *cto#er )Eth +99@. The #oard of directors for this company

comprises of five nominees each from iat and Tata.

The state7of 7the7art facility at 3an0angaon! will have an installed capacity to

produce )99!999 cars and +99!999 engines! #esides aggregates and

components. The company plans to dou#le the production capacity for #oth

car units and engines in the ne(t few years. This facility is currently

manufacturing the ,alio "tile ).) and )./ models! as well as premium iat

cars such as the 6rande ,unto and &inea. The facility will also manufacture

iat5s successful ).- litre1ulti0et diesel engines and ).+ H ). litre ire

gasoline engine. Apart from iat cars! the facility will also produce Tata passenger and ne(t generation cars with investment e(ceeding V /29

1illion. The plant is e(pected to provide direct and indirect employment to

more than !999 people.

iat! which holds a 29? sta$e in the %ompany! also owns and controls five

internationally renowned #randsC7 iat Automo#iles! Alfa 3omeo

Automo#iles! &ancia Automo#iles! A#arth and iat &ight %ommercial

>ehicles! the ma$ers of renowned cars such as the errari! 1aserati! Alfa

3omeo and &ancia #esides the iat #randed cars.

Tata 1otors &imited! the other partner to the Moint >enture! is the largest

automo#ile company in India! with revenues of 3s. -+!+/ crores 8L"D @.+

#illion: in +99/79@. It is the leader in commercial vehicles in every segment

and the second largest in the passenger vehicles mar$et with winning

products in the compact! mid7sie car and utility vehicle segments. The

company is the world5s fifth largest medium and heavy commercial vehicle

+E

8/16/2019 skoda 1

31/62

manufacturer and the world5s second largest medium and heavy #us

manufacturer.

0#ND'

onda "iel %ars India &td.! 8"%I: was incorporated in Decem#er )EE2 as a

0oint venture #etween onda 1otor %o. &td.! Mapan and "iel &imited! a

"iddharth"hriram 6roup company! with a commitment to providing onda5slatest passenger car models and technologies! to the Indian customers. The

onda %ity! its first offering introduced in )EE@! revolutionied the Indian

passenger car mar$et and has ever since #een recognied as an engineering

marvel in the Indian automo#ile industry. The success of %ity as well as all

its other models has led "%I to #ecome the leading premium car

manufacturer in India. The total investment made #y the company in India

till date is 3s. )/+9 crores! further investment of 3". )999 crore is planned

and #eing currently invested for the coming second plant in 3a0asthan. The

company has a capacity of manufacturing )99!999 cars.

!#)#!'

-9

8/16/2019 skoda 1

32/62

8/16/2019 skoda 1

33/62

rival those of domestic producers. The first Toyota imported into 'urope was

via Denmar$ in )E/-. Toyota has con7tinued to grow in 'urope;s

sophisticated and comple( mar$et! and in +999 the company delivered its

ten millionth car to a customer in 6ermany. In fact! growth is currently oneof the main words in Toyota;s 'uropean voca#ulary! and the com7pany plans

to reach annual sales of 499!999 in 'urope #y +992. Toyota is num#er one

for customer satisfaction in the ma0ority of 'uropean countries and has #uilt

an e(cellent reputation across 'urope for relia#ility and customer service.

This envia#le reputation! along with the support of a networ$ of more than

+2 distri#utors and -!299 sales outlets! are important factors in supporting

Toyota;s 'uropean sales growth in the coming years.

3eneral 2otors

61;s vision is to #e the world leader in transportation products and related

services! #y unveiling new products and the most e(citing lineup in its

history.

The company will earn its customers; enthusiasm through continuous

improvement driven #y the integrity! teamwor$! and innovation of 61;s people.

61 today employs a#out -+!999 people around the world. It has

manufacturing operations in -+ countries and its vehicles are sold in +99

-+

8/16/2019 skoda 1

34/62

countries. In +99! 61 sold nearly E million cars and truc$s glo#ally! up

percent and the second7highest total in the company;s history. In +99! for

the fourth consecutive year! 61 set industry sales records in the Lnited

"tates! its largest mar$et! for total truc$s! pic$up truc$s and sport utilityvehicles. 61;s glo#al headau(hall.

61 is investing aggressively in high technology and e7#usiness within its

glo#al automotive operations and through such initiatives as e761! 61

Buy,ower! *n"tar and its ughes 'lectronics %orp. 8NO"'C 61:

su#sidiary. 61 also operates one of the world;s most successful financial

institutions! 6eneral 1otors Acceptance %orporation 861A%:. *ther ma0or

su#sidiaries include 61 &ocomotive 6roup and Allison Transmission

Division.

C0'P!-" %

--

8/16/2019 skoda 1

35/62

S! 'N'()SS

"W*T Analysis is a tool used for understanding an organiation;s strengths!

wea$nesses! opportunities and threats

The "W*T Analysis tool can #e used in identifying an organiation;s

strengths 8": and wea$nesses 8W:! and e(amining the opportunities 8*: and

threats 8T: it is facing. The outcome from a "W*T Analysis ena#les

organiations to focus on strengths! minimie wea$nesses! address threats!

and ta$e the greatest possi#le advantage of opportunities availa#le.

Strengths:

>alue the professional designation.

,rovide good customer service.

Instructors are highly7regarded in the profession.

&eaknesses:

"low to ma$e decisions and adapt to changes that affect the

profession.

*verly dependent on $ey volunteers who developed and teach our

certification courses.

Do not have the resources to research the mar$et and promote the

designation.

-

8/16/2019 skoda 1

36/62

#pportunity:

A developing mar$et such as the Internet

1oving into new mar$et segments that offer improved profits

!hreats:

A new competitor in your home mar$et

,rice wars with competitors

A competitor has a new! innovative product or service

%ompetitors have superior access to channels of distri#ution

-2

8/16/2019 skoda 1

37/62

CHAPTER 3

OBJECTIVE OF THE STUDY

3.1 OBJECTIVE OF THE STUDY

The following are the o#0ective s of the studyC

). To find the popularity of "$oda.

+. To analye the customer5s preferences to "$oda cars in particular area.

-. To analye the factors which influence their #uying decisions.

. To analye the performance! service cost!

8/16/2019 skoda 1

38/62

+. It is important to $now the trend awareness of customers towards the

service center! which they prefer.

-. It is necessary to $now the present competition so that company can

upgrade its product and mar$eting strategies.

. It is necessary to $now the desire of the customer! what they e(pect

from the service center and what steps should #e ta$en #y the service

center to fulfill the e(pectations of it customers.

3.3 STATEMENT OF PROBLEM

In the automo#ile sector! four wheelers play a vital role and contri#ute to the

economic growth of the country. The characteristics and nature of the India

are very difficult to understand and the defined population of the country has

#een divided in to different social classes! namely high class! middle class!

and lower class! As four wheelers are owned #y the upper middle class and

higher7 class people! the present study tries to analye the opinions of thecustomer! why they prefer particular service center for getting their car

serviced repaired.

-@

8/16/2019 skoda 1

39/62

CHAPTER 4

RESEARCH METHODOLOGY

4.1 SCOPE OF THE STUDY

The study is #ased on the mar$et survey conducted for "$oda "howroom in

Delhi city.

The study provides an area to find whether "$oda is providing professional

service to the satisfaction of the customers.

4.2 RESEARCH METHODOLOGY

D-SC"P!#N #/ "-S-'"C0 'ND D-S3N

The 'ncyclopedia of social science defines research as” the manipulation of

generaliing to e(tend! correct or verify $nowledge”. This definition

highlights the primary purpose of researchS arriving at generaliation and the

method of manipulation! which is an aspect of e(perimentation adopted for

the purpose.

Sampling sie: The study is conducted on a sample sie of )99

respondents who are owners of "$oda cars.

Sampling /rame:

The target population for the study consists of customer of N'W D'&I.

-4

8/16/2019 skoda 1

40/62

"esearch instruments:

An interview schedule was used to conduct the study.

SOURCE OF DATA

P"2'") D'!':

,rimary data are original source from which the researcher directly

collects data that have not #een previously collected from the

structured

8/16/2019 skoda 1

41/62

2. %ar 1againes

D'!' C#((-C!#N NS!"$2-N!S

The instrument used for his study is structure interview schedule. Questions

related to o#0ectives of the study from the ma0or portion of the interview

schedule. It mainly consists of multiple choice

8/16/2019 skoda 1

42/62

There are always certain limitations of interview method! o#servation

techni

8/16/2019 skoda 1

43/62

CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

3raph No. 5.1 : Distribution showing the age group of respondents

owning skoda car.

4%

30%

52%

14%

AGE GROUP

Below 30 31-40 41-50 Ao!e 51

nterference:

2+? of "$oda %ars owners in Delhi are in the )729 age group followed #y

-9? in the -)79 age group! )? in the a#ove 2) age group and only ?

#elow -9 years. It is found that middle age group people are more attracted

to "$oda %ars. "$oda should target this group as its primary mar$et

segment.

+

8/16/2019 skoda 1

44/62

3raph No. 5.% : /rom how many years you are selling S?#D' cars E

1

2

3

0 10 20 30 40 50 "0 #0

NO OF YEARS % o$ Re&o'()'*

nterference:

rom the a#ove ta#le it is clear that the most of dealers i.e7 /2? of them arehaving more than + years e(perience ! -9 ? of them are having more than 2years e(perience and only 2 ? have more than )9 years of e(perience withthem. "o the a#ove

8/16/2019 skoda 1

45/62

3raph No. 5.*: Distribution showing factors influencing the purchase

decision

44%

22%

34%

FACTORS INFLUENCING PURCHASE

Sel$ S&o+e ,l(/e' F/e'( Rel)*!e

nterference:

1ost of the "$oda car owners too$ their own decision to #uy the car

themselves 8?:. "ome of them are influenced #y their friends and

relatives 8-?:. And only ++? of them are influenced #y their family to #uy

a car.

8/16/2019 skoda 1

46/62

3raph No. 5.: Distribution showing the 2ethod of Payment.

"%

"%

2"%

METHODS OF PAYMENT

,) F')'e Le)e

nterference:

1ost of the owners #rought the car through finance 8/4?: followed #y

ta$ing lease 8+/?: and cash purchase 8/?:. "$oda should arrange a more

convenient method for o#taining finance for its car in order to increase the

sales.

2

8/16/2019 skoda 1

47/62

3raph No. 5.5: Distribution showing the sources of information .

3"%

10%

54%

SOURCES OF INFORMATION

/'* Me()

+)l Me()

O+*(oo/

O*e/

nterference:

The first source of information for "$oda car owners is through friends!

relatives and other sources 82?:! followed #y print media 8-/?: and

outdoor media 8)9?: "$oda should give more importance to visual media to

communicate with its customers #y focusing on the advertising media.

/

8/16/2019 skoda 1

48/62

3raph No. 5.4: Distribution showing the efficiency of Delivery

2%

%

E!"#!$"% &' (!)#!*!+%

Ye No

nterference:

E4? of the respondents are satisfied with the delivery performance of the

company. *nly +? of the respondents are dissatisfied with the delivery.

@

8/16/2019 skoda 1

49/62

3raph No. 5.7: Distribution showing availability of spare parts:

4"%

34%

14%

"%

AVAILABLITY OF SPARE PARTS

E6elle'* Goo( A!e/)7e oo/

nterference:

1ost of the owners e(pressed the term e(cellent regarding the availa#ility of

spare parts for "$oda 8/?:! followed #y good 8-?: and average 8)?:.

owever 8/?: of the respondentsJowners e(pressed the term poor. "$oda

needs to rectify this #y providing spare parts promptly to its customers at

fair prices.

4

8/16/2019 skoda 1

50/62

3raph No. 5.8: Distribution showing the cost of spare parts:

40%

"0%

COST OF SPARE PARTS

H7 Re)o')le

nterference:

1ost of the owners e(pressed their satisfaction regarding the cost of spare

parts for the car 8/9?:. owever some of the respondents felt that the cost

of spare parts is high 89?:. "$oda should communicate the

8/16/2019 skoda 1

51/62

3raph No. 5.

8/16/2019 skoda 1

52/62

6raph No. 5.16: Distribution showing the promotion strategy.

%

20%

44%

2%

PROMOTION STARTEGY

E6elle'*

Be**e/

Goo(

oo/

nterference:

4? of the respondents felt that the promotion that the promotion strategy of

"$oda was e(cellent! followed #y +9? who felt it was good and ? felt

that the promotion strategy was average. Whoever +4? felt that the

promotion strategy was average. owever +4? felt that the promotion

strategy was poor .

2)

8/16/2019 skoda 1

53/62

CHAPTER 5

FINDINGS OF THE STUDY

). 2+? of "$oda owners in Delhi are in the )729 age group

followed #y -9? in the -)79 age group! )? in the a#ove 2) age

group and only ? #elow -9 years.

+. /2? of "$oda owners are having more than + years

e(perience! -9 ? of them are having more than 2 years e(perienceand only 2 ? have more than )9 years of e(perience with them.

-. 1ost of the "$oda car owners too$ their own decision to #uy

the car themselves 8?:. "ome of them are influenced #y their

friends and relatives 8-?:. And only ++? of them are influenced #y

their family to #uy a car.

. 1ost of the owners #rought the car through finance 8/4?:

followed #y ta$ing lease 8+/?: and cash purchase 8/?:. "$oda should

arrange and more convenient method for o#taining finance for its car

in order to increase the sales.

2. The source of information for "$oda car owners is through

friends! relatives another sources 82?: followed #y print media

8-/?: and outdoor media 8)9?:.

2+

8/16/2019 skoda 1

54/62

/. E4? of the respondents are satisfied with the delivery

performance of the company. *nly +? of the respondents are

dissatisfied with the delivery.

@. 1ost of the owners e(pressed the term e(cellent regarding the

availa#ility of spare parts for "$oda 8/?:! followed #y good 8-?:

and average 8)?:. owever /? of the respondents Jowners

e(pressed the term poor.

4. 1ost of the owners e(pressed their satisfaction regarding the

cost of spare parts for the car 8/9:. owever some of the respondents

felt that the cost of spare parts is high 89?:.

E. -? of the respondents felt that "$oda car was e(cellent!

followed #y /? who e(pressed that "$oda car was #etter. +9? of the

respondents felt although the "$oda car was good it was at par with

the imported lu(ury car. None of the respondents felt that "$oda car

was poor.

)9. 4? of the respondents felt that the promotion strategy of "$oda

was e(cellent! followed #y +9 who felt it was good and ? felt that

the promotion strategy was average. owever +4? felt that promotion

strategy was poor.

2-

8/16/2019 skoda 1

55/62

CHAPTER -

RECOMMENDATIONS AND SUGGESTIONS

After collecting the data from various sources and analysis of the findings!

the suggestions and recommendations are given #elowC

). The service augmentation and service

8/16/2019 skoda 1

56/62

8d: To ma$e a giant "$oda model on the road to the airport and

other important landmar$.

8e: To sponsor a cultural program or fashion show in a five star

hotel.

-. The company can launch a num#er of new products or accessories to

create a new segment for the product in the mar$et.

. The company can enhance its indigeniation level to cut costs.

2. The company can provide a finance counter in the showroom to

ensure easy availa#ility of finance to the customers.

/. The company can organie a "$oda clu#. or this purpose the

company can do the following thingsC

8a: To arrange rallies! among owners and enthusiasts.

8#: Arrange various cultural and fashion programs.

8c: To send a greeting card and flowers on the customer5s #irthday

and anniversary.

8d: To arrange an annual meeting of all "$oda owners as this will

enhance interaction among them.

@. Although the price of a "$oda %ar is very high! the company is

planning of launch other categoriesJmodels with lower price targeted

at a younger mar$et segment.

22

8/16/2019 skoda 1

57/62

CHAPTER

CONCLUSION

"$oda is an esta#lished company and well $nown company. After the mar$et

survey and analysis! following are the conclusions regarding customer

satisfaction and the mar$eting strategy of the company

8): The #rand image of the company is e(cellent. "$oda en0oys a #etter

reputation than all of its competitors.

8+: In all aspects of customer satisfaction! the company is way ahead of the competition and the industry average.

8-: "$oda is an environmentally conscious company and is a pioneer in

the research and development of alternate technologies and fuels.

"$oda is also involved with social7oriented programs li$eC

o Bio fuel from Matropha

o 3oad safety pro0ect for children

o Automotive education

8: The product

8/16/2019 skoda 1

58/62

Although "$oda is a leading car manufacturer! the company faces certain

challenges and pro#lems in terms of its pricing and promotion strategy. The

company needs to overcome these challenges in order to #e even more

successful in target mar$et segment. "ome of the challenges faced #y the %oareC

A. &ac$ of indigeniation level leads to high price of its products. "$oda

needs to considera#ly reduce the costs at all levels of production and

distri#ution.

B. The promotional strategy is not aggressive enough as compared to thecompetitors. "$oda has no advertisements on the T.>. or the radio.

%. The company as only a limited num#er of dealers and service stations in

the country. As a result the company is at disadvantage as compared to

some of its competitor! who have a widespread networ$ of dealers and

service stations across the country.

2@

8/16/2019 skoda 1

59/62

ANNEXURE

' S!$D) #N C$S!#2-" S'!S/'C!#N '2#N3 S?#D' C'"

#&N-"S N D-(0

N'2-: XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

C#N!'C! N#: FFFFFFFFFFFFFFFFFFFFFFFFFFFFF

1. 'ge group:

Below7-9 8 :

-)79 8 :

)729 8 :

A#ove 2) 8 :

%. /rom how many years you are selling S?#D' cars E

1ore then + years 8 :

1ore then 2 Oears 8 :

1ore than )9 Oears 8 :

*. &hose decision influenced you most while purchasing the carE

Won 8 : "pouse 8 :

24

8/16/2019 skoda 1

60/62

%hildren 8 : riendsJrelatives 8 :

. !he mode of payment for purchase of the car:

%ash 8 : inance 8 : &easing 8 :

5. &hich is your first source of information for SkodaE

,3INT 1'DIA 8 : >isual 1edia 8 :

*A3DIN6" 8 : *T'3" 8 :

4. Did you face any difficulty in the delivery of the car from the

showroomE

Oes 8 : No 8 :

If yes! please specify 8 XXXXXXXXXXXXXXXXXXXXXXXXXXXX :

7. 0ow is the availability of spare parts:

'(cellent 8 : 6ood 8 :

Average 8 : ,oor 8 :

8. 0ow do you find the cost of spare parts:

I6 8 : 3'A"*NAB&' 8 :

8/16/2019 skoda 1

61/62

'%'&&'NT 8 : 6**D 8 :

A>'3A6' 8 :

16.&hat Do )ou !hink 'bout !he Promotion #f Skoda n Delhi.

'(cellent 8 : 6**D 8 :

A>'3A6' 8 : N*T L,T* 1A3G 8 :

/9

8/16/2019 skoda 1

62/62

BIBLIOGRAPHY

+##?S "-//-"-D:

o ,rinciple of 1ar$eting” #y ,hilip Gotler and 6ray Armstrong.

'ditionC pu#lisherC prentice K all of India

o %onsumer #ehavior” #y &eon 6. "chiff man and &aar Ganu$.

'ditionC si(thS pu#lisherC prentice7 al of India

o 'lement of mar$eting management” #y ,radeep Gumar. 'ditionC

"i(thS ,u#lisherS GedharNath 3am NathH %o.

2'3'GN-SH N-&SP'P-"S 'ND ,#$"N'(S:

o Business today

o The Times *f India

o The 'conomic Time

o The Asian Age

&-+S!-S:

o httpJJCwww.s$oda7auto.com

o httpJJCwww.0agatauto.com

Documents

skoda 1