SUMMER INTERNSHIP REPORTON

Customer satisfaction level of Yamaha and Non Yamaha customers

BYMANJULA ROY

FACULTY GUIDE

Mr. Mandeep Gupta AIMT

Greater Noida25TH JUNE

INDUTRY GUIDE

Mr Mohit SharmaManager, Sales planning &

marketingIndia Yamaha motors14TH JUNE-31ST JULY

EXECUTIVE SUMMARY

• 2.45% market share in Indian automobile industry.

• Project states the importance of, Customer satisfaction. Study of consumer behavior and feedback. Understand the trend in Indian motorcycle segment. Research involved,extensive information collection.Designing of questionnaire Gathered hypothesis to be used for development

Introduction to India Indian two wheeler Industry :

• World’s fastest growing automotive industries.• Compounded Annual Growth Rate (CAGR) of

17%.• Second largest manufacturer of two-wheelers

in the world.• In 2003-04, the share of motorcycles

increased to 78 %.

PRODUCTION OF TWO WHEELERS IN INDIA

PRIMARY COMPETITORS

Market Segmentation for the Motorbikes

1. PREMIUM2. DELUX3. EXECUTIVE 4. STANDARD5. BAIC

INDIA YAMAHA MOTORS PRIVATE LIMITED

• Founded - July 1, 1955• Capital - 48,342 million yen • President - Takashi Kajikawa• Employees - Consolidated:49,761

Parent : 9,396• Sales - Consolidated:1,603,881million Yen

Parent : 740,177 million yen• Headquarters -2500 Shingai, Iwata-shi, Shizuoka-ken, Japan• Products and Services - motorcycles, scooters, electro-

hybrid bicycles, boats, sail boats, personal water.

Mission Statement Grow through continuously innovating our business

processes for creating value and knowledge across our customers thereby earning the loyalty of our partners & increasing our stakeholder value.

Vision Statement

“Exclusive & trusted brand" of customers by "creating Kando" (touching their hearts) - the first time and every time with world class products & services delivered by people having "passion for customers".

SWOT ANALYSIS

Strengths :• Continuous product improvement.• Customer satisfaction and high quality product.• The distribution network of Yamaha Motors is very

wide and spread across the country.• Yamaha Motor products extend from land to sea and

even into the skies.• YAMAHA has in-house facility for machining,

welding ,electroplating and painting till the assembly line.

Weaknesses :• Yamaha has a narrow product line.• Yamaha has not given proper attention to the

Manufacturer relationship• Cyclic fluctuation in demand for automobiles.• Growth of auto-industry getting hampered

due to lack of capacity and high fuel cost.

Opportunities :

• The motorcycle market has been growing at a phenomenal rate

• shift in consumer preferences from 2 stroke bikes to 4 stroke bikes.

• Yamaha Motors has created its recognition.

Threats:• Low end car manufacturers are targeting the

two wheeler customers.• Continuous division of customer segments• Growing competition in the industry, both in

terms of new models and price under cutting.• Entry of Bajaj auto ltd. into the motor cycle.

INTRODUCTION TO PROJECT

• Objective• Background of the problem• Importance of Research• Scope and Study• Limitation

• Total sample - 2000 - 1492 (Yamaha customers)• Data collection.• Customer profile.• Age wise segmentation of the data. • Research Instrument.

Research methodology/Design

CUSTOMER PROFILE:

Graph gives an idea about the occupation of the customer who responded for the survey.

LITERATURE PROFILE

• Customer Satisfaction: The customer’s perceived satisfaction over the entire

ownership experience measured against his expectation.

Customer Satisfaction= Performance > Expectations

Data analysis and Findings

Zone Wise segmentation of data (%)

After Sales

Bike Performance

Findings • Perception about Yamaha from Non-Yamaha

Customers (%):

• Experience of Yamaha customers (%)

CONCLUSION• Sales of Yamaha have improved a lot after

since the launch of YZFR15,FZ16 and FZ-S.• Tag line – ‘Stop commuting, start sport biking’.• People trust the products offered by Yamaha

due to the stylish, robust and reliable bikes.• check on the dealers and providing them

proper training.• needs to maintain the quality and side by side

improvement of the services.

THANK YOU