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UNIVERSITY OF MUMBAI
PROJECT REPORT ON
MARUTI SUZUKI – CUSTOMER SATISFACTION
IN PARTIAL FULLFILMENT FOR BACHELORS OF MANAGEMENT
STUDIES
2012-13
PROJECT GUIDE
PROF. MAHEK C.
SUBMITTED BY:
KIRAN WAGH
Roll No: 3344
SPECIALISATION IN
MARKETING
MAHATAMA EDUCATION SOCIETY’S
PILLAI COLLEGE OF ARTS, COMMERCE, SCIENCE.
NEW PANVEL
DECLARATION
I, KIRAN WAGH , student of TYBMS, MAHATAMA EDUCATION
SOCIETY’S PILLAI’S COLLEGE OF ARTS, COMMERCE & SCIENCE,
hereby declare that I have completed the project report on Maruti Suzuki –
Customer satisfaction in the academic year 2012- 2013. The information
submitted by me is true & original to the best of my knowledge.
___________
Signature
MAHATAMA EDUCATION SOCIETY’S
PILLAI COLLEGE OF ARTS, COMMERCE, SCIENCE.
NEW PANVEL.
CERTIFICATE
To whomsoever it may concern
This is to certify that the work entered in this journal is the work of KIRAN
WAGH, T.Y.BMS – B, has successfully completed a project report on Maruti
Suzuki – Customer Satisfaction topic terms of the year 2012- 2013, in the college
as laid down by the college authority.
_____________ _____________
Professor/Guide BMS Co-coordinator(Prof. mmahek C.) (Prof. Prerna Sharma)
_______________
Date: External Examiner.
INDEX
Sr.no. Contents Page no.Executive summary
Chapter 1 Introduction 8
Chapter 2 Research Methodology 12
14Chapter 3 Conceptual Framework 4
Chapter 4 Company Profile55
Chapter 5 Data collection and Analysis 68
Chapter 6 Data Interpretation 79
Chapter 7 Conclusion 82
Chapter 8 Suggestions and
Recommendations
83
Annexure 84
Bibliography
Wibliography86
ACKNOWLEDGEMENT
The research on “Customer Satisfaction Survey of MarutiSuzuki.” has been given to me as part of the curriculum in the completion of T.Y.B.M.S. UNIVERSITY PROJECT. I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the wide spectrum of researchers, analysts and students for further studies. I have completed this study under the able guidance and supervision and my project guide Prof. Prerna mam. I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work. Mere acknowledgement may not redeem the debt I owe to my parents for their direct/indirect support during the entire course of this project.I also thankful to my friend who helped me a lot in the completion of this project.
Executive Summary
It was in 1970 that Sanjay Gandhi envisioned the manufacture of maruti which is known
popularly as the people’s car it is maruti which is known to give wheels to the nation. The first
car of maruti was rolled out on Dec. 14, 1983 after s collaboration with Suzuki motors.
Satisfaction is a person’s feeling of pleasure or disappointment resulting from a
comparing perceived performance in
relationt o his or her expectation. If the performance falls short of expectation, the consumer is
dissatisfied.
If the performancematches the expectations, he consumer is satisfied. I f t h e performance
exceeds expectation, the customer is highly satisfied or delighted.
In today’s competitive scenario firms consistently tries tosatisfy his existing customer to get
more customers in everyregards. To meet the desired expectation of customerscompanies has to
look around all aspects of products services and of course market condition,
otherwise they may be out of t he r a ce .
Au tomob i l e i ndus t ry ha s t he s ame competitiveness
and every firm in the industry is consistently working for enhancing their product and services.
The study widely concentrates on the level of satisfaction amongst customers for which I did
Exploratory Research to check the satisfaction level amongst the customers of Maruti as the
popular punch line also says “Count On Us.”
Maruti Suzuki: (Customer Satisfaction)
Maruti Suzuki – way of life
Introduction of the company
Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a
subsidiary of Suzuki Motor Corporation. Car market leader, Maruti Suzuki, lovingly also referred to
as the people's car-maker, completed 25 years of an illustrious history 3 years back on 14 th December
2008.
On 14th December, 1983, first Maruti 800, India's iconic car rolled-off the assembly line at
company's Gurgaon plant. Late Mrs. Indira Gandhi, the then Prime Minister of India, handed over
keys for this car to the first Maruti customer. Since then, Maruti Suzuki has produced and sold around
75 lakh (7.5 million) cars to address the needs of customers across segments.
Speaking on the occasion, Mr. Shinzo Nakanishi, Managing Director and CEO, Maruti Suzuki India
Limited said, "The Government of India had entrusted the company a responsibility of building low
cost, fuel efficient cars for the people of India as also building firm foundation for the modernization
and growth of Indian automobile industry.
Thanks to the support of our stakeholders, we have successfully led the automobile revolution in
India. It is a time for us to thank everyone who helped us in our journey so far. Now, we are
positioning India as the global small car manufacturing hub, in line with the government's vision."
The Indian car industry, which was represented by two companies then, was at a volume of 40,000
cars annually. The Maruti-800, symbolizing Indian middle-class aspirations, completely
revolutionized the Indian roads and ushered in an irrevocable change.
Maruti's current efforts mirror the government's vision to put India in the international map for
producing compact small cars. All over the world, Suzuki is acknowledged for its know-how in
producing small cars. The government's renewed focus on promoting small cars, offers a major
opportunity for Maruti Suzuki.
Maruti Suzuki believes that its recent investments in two manufacturing facilities will go a long way
in establishing the company and India in the global league. These include Maruti Suzuki's fourth car
assembly plant and a state of the art diesel engine plant at Manesar, and the fuel-efficient KB-series
engine plant at Gurgaon.
The Manesar assembly plant is rated among the best Suzuki plants worldwide. The plant is future
ready and is designed to produce world-class vehicles. Maruti Suzuki also expects to scale-up
exports and the new Manesar assembly plant will contribute to this effort.
In 1990's when the economy was liberalized and foreign investment allowed into India, the auto
component companies, set up and nurtured by Maruti Suzuki, became the foundation for global car
companies as well. These new players on the Indian automobile scene found an accomplished and
experienced auto component industry, which encouraged further foreign direct investment into India.
Presently Maruti Suzuki enjoys a strong base of around 225 vendors and many of them are listed on
stock exchanges. The good relationship of Maruti Suzuki with its associates provides the company an
edge over its competition, giving the company the flexibility to cater to changes in market demand in
minimum time.
Today, Maruti has changed the profile of the Indian market. The Swift, SX4 and recent A-star are
examples of how Maruti Suzuki has brought in contemporary technology and latest designing for the
Indian buyers.
Future of the automobile in the Economy
US based consultancy, keystone predicts that India will becomeworld’s third largest automobile
market by 2030. Overall sizeexpected to exceed 20 million with compounded annual growth
rate of over 12%
Starting with the iconic Maruti 800, today, Maruti Suzuki offers 12 models with over 100 variants.
The company has manufactured around seven and a half million cars in India. Of this, the Maruti 800
alone has contributed 2.7 million units since inception in December 1983. Alto, another super-
popular product from the company, recently touched the magic figure of a million units. The
company leads the automobile industry in India with a market share of over 54% amongst passenger
cars.The company has over 600 sales outlets in 393 towns and cities, along with 2,628 workshops
covering 1,220 cities. Today, Maruti Suzuki has more than 7,100 employees.
Research Methodology
Research methodology is a process to systematically solve the research problem. It
may be unde r s tood a s a s c i ence o f s t udy ing how r e sea r ch i s done
s c i en t i f i c a l l y . Why a research study has been undertaken, how the research problem has been
defined. In what way and why the hypothesis has been formulated, what data have been
collected and particular method has been adopted. Why particular technique of analyzing data has
been used and a host of similar other questions are usually answered when we talk of research
methodology concerning a research problem or study. A research design serves as a bridge
between what has been established (the research objectives) and what is to be done, in
the conduct of the study this project done is of conclusive nature.
Conc lu s ive r e sea r ch p rov ide s i n fo rma t ion t ha t he lp i n making a rational decision.
Descriptive design was choose to measure the satisfaction level of customers on the basis of different
parameters such as quality, price, features, technology, after sale services etc. This design ensured
complete clarity and accuracy. It also ensured minimum bias in collection of data and
reduced the errors in data interpretation. Statistical method was followed in this
research because the data was of descriptive nature and it also enabled accurate
generalizations.
Introduction:
The objective of this project is to conduct the Customer Satisfaction Survey for
MarutiS u z u k i a n d r e c o r d i n g , a n a l y z i n g a n d i n t e r p r e t i n g t h e w a n t s a n d
e x p e c t a t i o n s o f customers. For the company, it is essential to know whether customers
are satisfied or not with the Maruti Suzuki and services provided by company.
Statements of the problem:
The purpose of conducting this research is to get the actual idea about the
experiences of customers and their satisfaction level with Maruti Suzuki. What types of
problem they face after purchasing the vehicles. The purpose of conducting this research is also to
find ou t expec t a t i ons o f cus tomer s fo r Maru t i Suzuk i . Use r s we re s e l ec t ed and
t hen t he analysis was formed regarding the people’s beliefs, satisfaction and
expectations about the Maruti Suzuki. This was basically the problem that was discovered to
conduct this project i.e.“Customer satisfaction survey for Maruti Suzuki.”
SOURCES OF DATA
Primary data:
Primary data are those which are collected a fresh and for the first time, and thus happen
t o b e o r i g i n a l i n c h a r a c t e r . I t w a s c o l l e c t e d t h r o u g h q u e s t i o n n a i r e
a n d p e r s o n a l interviews.
Secondary data:
The secondary data are those which have already been collected by someone
else and which have already been through the statistical process. The data were
collected in the form of company profile and produce profile from the web sites and news paper.
Some of the books were referred for theoretical concepts.
OBJECTIVE OF THE STUDY
Primary objective:-
1. Conduct customer satisfaction survey for Maruti Suzuki.
2. To find out customer expectation from Maruti Suzuki.
3. To study the factors those satisfy and delight the customer.
Secondary Objective :-
To know the strategy of customer satisfaction by Maruti Suzuki
To know how maruti Suzuki improves customer relations
To know the current position of the company and new launches
To find out the different CRM at Maruti Suzuki
MARUTI CULTURE
Our employees are our greatest strength and asset. It is this underlying
philosophy that has moulded our workforce into a team with
commong o a l s a n d o b j e c t i v e s . O u r E m p l o y e e
M a n a g e m e n t r e l a t i o n s h i p i s therefore characterized by:
•Participative Management.
•Team work & Kaizen.
•Communication and information sharing.
•Open office culture for easy accessibility
To implement this philosophy, we have taken several measures like a flat
organizational structure. T h e r e a r e o n l y t h r e e l e v e l o f responsibilities
ranging from the Board Of Directors, Division Heads to department Heads . O the r v i s i b l e
f e a tu r e s o f t h i s ph i l o sophy a r e an open office, common uniforms (at all levels), and
a common canteen for all.
Th i s s t r uc tu r e ensu re s be t t e r commun ica t i on and speedy dec i s i on mak ing
p roce s se s . I t a l so c r ea t e s an env i ronmen t t ha t bu i l d s t r u s t , transparency and a sense
of belonging amongst employees
CUSTOMER RELATIONS
For customer satisfaction maintaining customer relation is very important. So for this the company
must have CRM.
DEFINATION OF CRM
(CRM) is a term applied to processes implemented by a company to handle their contact with their
customers. CRM software issued to support these processes, storing information on customers and
prospective customers. Information in the system can be accessed and entered by employees
indifferent departments, such as sales, marketing, customer service, training, professional
development, performance management, human resource development, and compensation.
Details on any customer contacts can also be stored in the system. The rationale behind this approach
is to improve services provided directly to customers and to use the information in the system for
targeted marketing and sales purposes.CRM stands for Customer Relationship Management. The
genesis of CRM lies in the observation that one element in competitive advantage is the ability of
companies to retain customers. Companies have moved to implement a strategy of satisfying the
customer so as to optimize potential future earnings. This seems to be an especially valid approach
considering the current Internet focus of “your competitor is only a click away”
WHY CRM SHOULD BE USED
In the commercial world the importance of retaining existing customers and expanding business is paramount. The
costs associated with finding new customers mean that every existing customer could be important. The more
opportunities that a customer has to conduct business with your company the better, and one way of achieving this is by
opening up channels such as direct sales, online sales, franchises, use of agents, etc. However, the more channels you
have, the greater the need to manage your interaction with your customer base. Customer relationship management
(CRM) helps businesses to gain an insight into the behavior of their customers and modify their business operations to
ensure that customers are served in the best possible way. In essence, CRM helps a business to recognize the value of its
customers and to capitalize on improved customer relations. The better you understand your customers, the more
responsive you can be to their needs.CRM can be achieved by finding out about your customers' purchasing habits,
opinions and preferences profiling individuals and groups to market more effectively and increase sales changing the
way you operate to improve customer service and marketing Benefiting from CRM is not just a question of buying the
right software. You must also adapt your business to the needs of your customers.CRM (customer relationship
management) is an information industry term for methodologies, software, and usually Internet capabilities that help an
enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about
its customers that described relationships in sufficient detail so that management, salespeople, people providing service,
and perhaps the customer directly could access information, match customer needs with product plans and offerings,
remind customers of service requirements, know what other products a customer had purchased and so forth
Customer Relationship Management by Maruti Suzuki India Ltd.
About Company:
Maruti Suzuki India Ltd. is one of India's leading four-wheeler automobile manufacturers and the
market leader in the car segment, both in terms of volume of vehicles sold and revenue earned.
Suzuki Motor Corporation of Japan holds a majority stake in the company. It was the first company
in India to mass-produce and sell more than a million cars. The company headquarter is in Gurgaon,
Haryana (near Delhi). More than half of the total number of cars sold in India wears a Maruti Suzuki
badge.
Product Mix:
Maruti Suzuki offers 13 models, Maruti 800, Alto, Ritz, A Star, Swift, Wagon R, Zen Estilo, Dzire,
SX4, and Grand Vitara. 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. Sharing across marketing, sales, and services
Customer Relationship Management:
In these competitive times the challenge is to keep inventing newer ways of doing things to keep the
customers in your fold. Over the last few years, the company strengthened the existing practices and
experimented with many new initiatives by way of kaizens (continuous improvements) to delight its
customers. These initiatives ranged from product design and quality to network expansion, and
included new service programs to meet unsaid needs of customers. The company has retained its
competitive edge by offering high quality products. In the field, the products are supported by rapidly
expanding networks. The company has diverse networks for new cars, spares, service, pre owned cars
and soon, and all of them were in expansion mode last year to enable the company get closer to the
customer.
Servicing customers 24X7..... 365 days....
The company takes great pride in sharing that customers have rated Maruti Suzuki first once again in
Customer Satisfaction Survey conducted by independent body, J.D. Power Asia Pacific. It is 9th time
in a row. The company was first car company in India to launch a Call Centre in the year 2000.The
award mirrors the company's commitment towards “Customer Obsession.”
Key Initiatives
Car pickup & delivery facility for women car owners. Quote Unquote: "The study finds that vehicle
pickup and delivery before and after service has a strong impact on customer satisfaction. In
particular, customers who say that their vehicle was picked up from their doorstep before service and
delivered to the same point after service are notably more delighted with their after-sales service
experience, compared with customers who do not receive this service.... "Maruti also launched
mission to promote safe driving habits jointly with Institute of Driving Training and Research. It also
launched a special program for Indians living abroad or NRIs, to facilitate them to gift Maruti cars
online to friends and relatives at home. Online club Swift Life is made for all Swift owners.
Setting up "Express Service Bays" & "2 - Technician Bays"
As the name suggests the company set out to delight its customers by offering them faster car service
by introducing new concepts such as Express Service Bays &2- Technicians Bays. These are done for
customers who are hard pressed for time. Both the initiatives undertaken in this direction have helped
improve customer interface and also helped increase the productivity and capacity of existing
workshops.
Mega Camps
The company aggressively conducts 'Mega Camps' throughout the country round the year. Activities
undertaken during a mega camp include complimentary car wash, AC & Pollution check up, oil and
fuel top ups, wheel alignments etc. Apart from mega camps workshop camps like A/C checkup
camps, PUC and general check-up camps, Locality camps , Pre monsoon camps etc are also regularly
conducted as part of customer connect initiatives.
Service at Door Step through Maruti Mobile Support
Another unique initiative is the door step service facility through Maruti Mobile Support.
Maruti Mobile Support is a first of it's kind initiative and is expected not only to help the company
reach out customers in metro cities but also as a mean to reach semi urban /rural areas where setting
up of new workshop may not be viable
Car Safety device: Immobilizer
The company used technology to meet customer needs and even delight them. Following feedback
that the company's cars were more prone to theft owing to their resale value, the company worked on
an anti-theft immobilizer or "I-Cats;" system for all its new cars.
Complete car needs
The company's effort of providing all car-related needs from learning to drive a car at Maruti Driving
Schools to car insurance, extended warranty and
eventually exchanging the existing car for a new one under one roof at Dealership also enhances
customer satisfaction.
Current position of the company and new launches :
The new generation of the Suzuki Swift Sport will make its world debut at the 64th International
Motor Show (IAA) Cars show, which will be held in Frankfurt, Germany, from 13 to 25 September
2011.
Suzuki Exhibits
New Swift Sport
Burgman Fuel Cell Scooter
Others
New Swift Sport: an evolution of Swift series’ sporty flagship
The new Swift Sport is a refined sport compact resulting from the first full model change since the
launch of the original Swift Sport in 2006. It has a more aggressive and dignified exterior look thanks
to a ground-hugging form that gives a sense of stability and tension and a big front grille that evokes
sporty performance. And its cabin combines essential sportiness with a high-quality look and feel and
design features that heighten excitement about the driving experience.
Higher power and lower fuel consumption are delivered by the 1.6-litre M16A engine, which Suzuki
developed exclusively for the Swift Sport. The engine is mated to a specially developed six-speed
manual transmission, resulting in performance that’s both exciting and environmentally responsible.
Plus, the new Swift Sport offers superior cornering stability and brisker, more responsive handling
thanks to struts with internal rebound springs and to an exclusive rear-suspension design.
High levels of safety are assured by features such as a light, stiff, impact-absorbing body; seven
airbags (including curtain airbags and a driver’s knee airbag); and an ESP(R) (Electronic Stability
Program).
Different types of CRM at Maruti Suzuki
Analytical CRM
·Designing and executing targeted marketing campaigns
·Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling, add on-selling
·Analyzing customer behavior in order to make decisions relating to products and services(e.g. pricing, product
development)
·Management information system (e.g. financial forecasting and customer profitability analysis).
Operational CRM.
·Managing campaigns
·Enterprise marketing Automation
·Sales Force Automation
·Sales Management System
Sales Intelligence CRM
Cross – selling/ Up-selling/ Switch –selling opportunities
·Customer drift
·Sales Performance
·Customer Trends
·Customer margins
·Customer Alignment
Collaborative CRM
§A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of-the-art showrooms across 189
cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.
§Quality Service Across 1036 Cities
In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7 parameters: 1.
Least problems experienced with vehicle serviced,2. Highest service quality, 3. Best in-
service experience,4. Best service delivery,5. Best service advisor experience,6. Most user-friendly
service and7. Best service initiation experience.92% of Maruti Suzuki owners feel that work gets
done right the first time during service. The J.D. Power CSI study also reveals that 97% of Maruti
Suzuki owners would probably recommend the same make of vehicle, while 90% owners would
probably repurchase the same make of vehicle.
(Source: Owners Privilege Zone, Maruti suzuki.com)
Other advantage: which help in CRM
One Stop Shop
At Maruti Suzuki, customers will find all car related needs met under one roof. Whetherit is easy finance, insurance,
fleet management services, exchange- Maruti Suzuki is setto provide a single-window solution for all car related needs.
The Low Cost Maintenance Advant
The acquisition cost is unfortunately not the only cost customers face when buying a car. Not so in the case of a Maruti
Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti
Suzuki shines.
Lowest Cost of Ownership
The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen,
Wagon R, Esteem, Maruti 800, Alto and Omni
CRM through Social Relationship
In 1999 Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai associal initiatives.
Maruti Driving School-Available in all major cities. Lady trainer for lady customer.
Institute of Driving Training and Research.
Stations of experience
Role of the Sales Person
He should be neatly dressed
He should have knowledge about various products
Features
Variants
Colors
Prices
Sales promotion campaigns
Competitor products, their features, prices ,etc.
Latest service and warranty policies
Current availability
Carry copy of ready reckoner.
“Do not leave the customer unattended for more than 3 minutes”
Customer Care Team:
Role of the Customer Care Manager:
Customer Care Manager is the leader of the customer care team. He is accountable for the sales
satisfaction index of the dealership. The customer care manager ensures that every customer is
properly followed up and feedback is recorded. Also the customer complaints are recorded and
resolved as soon as possible to the level of satisfaction. The customer care executives report to the
customer care manager.
Customer Care Executive:-
Initially does the Post Sales Follow up (PSF) and monitors the feedback
Forms at the showroom
Post sales follow up
PSF’s are done in order to get the first hand feedback from the customer about the experience that
they had during the sales and delivery process. The first PSF is done within the 72 hours of delivery
and the voice or exact wordings of the customer are recorded. The next PSF call is made after 15days
after the vehicle is delivered. The feedback form system is a very important tool to obtain customer’s
feedback on the experience that the customer had during the purchase of his/her car.
Why Maruti Suzuki
The quality Advantage:
Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer
in India (J.D. power IQS study 2004). The Alto was chosen No. 1 in the premium compact car
segment and the Esteem in the entry level mid – size car segment across 9 parameters.
The J.D. power APEAL study 2004 proclaimed the wagon R no. 1 in the premium compact Car
segment and the esteem no. 1 in the entry level mid – size car segment. This study measures owners
in terms of design, content, layout, and performance of vehicles across 8 parameters.
A buying experience like no other:
Maruti Suzuki has a sales network of 307 state-of the-art show rooms across 189 cities with a work
force of over 6000 trained personnel to guide our customers in finding the right car. Our high sales
and customer care standards led us to achieve the no. 1 nameplate in the J.D. Power SSI study 2004.
Quality service across 1036 cities:
In the J.D. power CSI study 2004, maruti Suzuki scored the highest across all 7 parameters: least
problems experienced with vehicle serviced, highest service quality, best in service experience, best
service delivery, best service advisor experience, most user –friendly service and best service
initiation experience.
92% of maruti Suzuki owners feel that work gets done right the first time during service. The J.D.
power study CSI 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend
the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.
One stop shop:
At maruti Suzuki u will find all car related needs met under one roof . whether it is easy finance,
insurance, fleet management services, exchange – Maruti Suzuki is set to provide a single –window
solution for all your car related needs.
The lowest cost maintenance advantage:
The acquisition cost is unfortunately not the only cost you face when buying a car. Although car may
be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used
spare parts may be priced quiet steeply. Not so in the case of a Maruti Suzuki. It is in the economy
segment that the affordability of spares is most expensive and it is here where maruti Suzuki shines.
Lowest cost of ownership:
The highest satisfaction ratings with regard to cost of ownership among all models are all maruti
Suzuki vehicles: Zen, wagon R, Esteem, swift, Alto and Omni. We are proud to have the lowest cost
of operation/km (among petrol vehicles) – the top 5 models are all Maruti Suzuki models: Swift, Zen,
Alto, Omni and Wagon R.
PRODUCTION MILESTONES
i) 1st vehicle produced, December 1983
ii) 1, 00,000 vehicles produced by August, 1986
iii) 5, 00,000 vehicles produced by June, 1990
IV) 1st vehicle produced, December 1983
v) 1, 00,000 vehicles produced by August, 1986
vi) 5, 00,000 vehicles produced by June, 1990
vii) 10, 00,000 vehicles produced by March, 1994
viii) 15, 00,000 vehicles produced by April, 1996
ix) 20, 00,000 vehicles produced by October, 1997
x) 25, 00,000 vehicles produced by March, 1999
xi) 30, 00,000 vehicles produced by June, 2000
xii) 35, 00,000 vehicles produced by December 2001
xiii) 40, 00,000 vehicles produced by April, 2003
xiv) 45, 00,000 vehicles produced by April, 2004
MILESTONES
2005
• The fiftieth lakh car rolls out in April, 2005
• Growth in overall sales by 15.8%
2004
• New (non A/C) variant of Alto
Alto becomes India's new best selling car
• LPG variant of 'Omni Cargo'
• Versa 5-seater, a new variant
• Baleno LXi, a new variant
• Maruti closed the financial year 2003-04 with an annual sale of 472122 units, the highest
ever since the company began operations 20years ago
2003
•New Suzuki Grand Vitara XL-7
•Redesigned and all-new Zen
•New upgraded WagonR
•Enters into partnership with State Bank of India
•Production of 4 millionth vehicle. Listed on BSE and NSE after apublic issue
oversubscribed 10 times
2002
• WagonR Pride
• Esteem Diesel. All other variants upgraded
• Alto Spin LXi, with electronic power steering
• Special edition of Maruti 800, India’s first colour-coordinated car
• Maruti True value in Mumbai
• Maruti Finance in Mumbai with 10 finance companies
• Suzuki Motor Corporation (SMC) increases its stake in Marutito 54.2 percent
2001
• Zen LXi
• Maruti True Value launched in Bangalore and Delhi
• Maruti Versa, India’s first luxury MPV
• Alto Spin LXi, with electronic power steering
• Alto Vxi
• C u s t o m e r i n f o r m a t i o n c e n t e r s l a u n c h e d i n H y d e r a b a d , Bangalore
and Chennai
• Launch of versa
2000
• First car company in India to launch a Call Center
•New Alto
• Altura, a luxury estate car
•IDTR (Institute of Driving Training and Research) launched jointlywith the Delhi government to
promote safe driving habits
1999
•Maruti 800 EX ( 796cc, hatchback car)
•Zen LX (993cc, hatchback car)
•Zen VXi (993cc, hatchback car with power steering)
•Omni XL ( 796cc, MUV, high roof)
•Baleno (1600cc, 3 Box Car)
•Wagon R
•Launch of Maruti - Suzuki innovative traffic beat in Delhi andChennai as social initiatives
1998
•Maruti launches website as part of CRM initiatives
•Zen D (1527 cc diesel, hatchback car)
•Zen VX & Zen VX Automatic
•New (Omni & Omni E) (796cc, MUV)
•Launch of website as part of CRM initiatives
1997
•1998 Esteem (1299cc, 3 box car) LX, VX and AX
•New Maruti 800 (796cc,hatchback Car) Standard and Deluxe
•P roduced t he 2 m i l l i on th veh i c l e s i nce t he commencemen t o f production
1996
Gypsy (E) (970cc, 4WD 8 seater)
•Omni (E) (796cc, MUV, 8 seater)
•Gypsy King (1298cc, 4WD, off road vehicle)
•Zen Automatic (993cc, hatchback car)
•Esteem 1.3L (1298 cc, 3 box Car)AX
•Launch of 24-hour emergency on-road vehicle service
1995
•Esteem 1.3L (1298 cc, 3 box car)VX
•With the launch of second plant, installed capacity reached200,000 units
1994
•Esteem1.3L (1298cc, 3 box car)LX
•Produced the 1 millionth vehicle since the commencement of production
1993
•Z e n ( 9 9 3 c c , h a t c h b a c k C a r ) , w h i c h w a s l a t e r exported in Europe and elsewhere
as the Alto
1992
•SMC increases its stake in Maruti to 50 percent
1991
•R e a c h e s c u m u l a t i v e i n d i g e n i z a t i o n o f 6 5 p e r c e n t f o r a l l vehicles produced
1990
•Maruti 1000(970cc, 3 box), India’s first contemporary sedan
1988
•Installed capacity increased to 100,000 units
1987
•Exported first lot of 500 cars to Hungary
1986
•Maruti 800 ( New Model-796cc, hatchback Car)
•Produced 100,000 vehicles (cumulative production)
1985
•Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)
1984
•Omni, a 796cc MUV
•Installed capacity reached 40,000 units
1983
•Maruti 800, a 796 cc hatchback, India’s first affordable car.
•Production was started under JVA
1982
•L i cense and JV ag reemen t s i gned be tween Maru t i Udyog Ltd. and SMC of Japan
1981
•Maruti Udyog Ltd was incorporated under the provisions of the Indian Companies Act,
1956
2005
•Number one i n JD Power SSI fo r t he s econd consecu t i ve year
•Number one in JD Power CSI for the sixth time in a row – the only car to win it so many times
M800, Wagon R and Swift topped their segments in the TNS Total Customer Satisfaction Study.
•Leadership in the JD Power Initial Quality Study – Alto number one in its segment for the 2nd time
in a row, Esteem number one in its segment for the 3rd year in a row, Swift number one in the
premium compact segment
•Wagon R and Es t eem top t he i r s egmen t s i n t he JD Power APEAL study
•TNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study (#1 in Auto sector)-Feb 05
•Maru t i bagged t he "Manufac tu r e r o f t he yea r " awa rd f rom Auto car-CNBC (2nd
time in a row)-Feb 05
•First Indian car manufacturer to reach 5 million vehicles sales
•Business World ranks Maruti among top five most respected companies in India-Oct 04
•Maruti ranked among top ten (Rank7) greenest companies inIndia by
•Business Today - Sep '04
2004
•Maru t i Suzuk i was No . 1 i n Cus tomer s a t i s f ac t i on , No . 1 i n Sa l e s
Sa t i s f ac t i on No .1 i n P roduc t Qua l i t y (Es t eem and A l to ) and No . 1 i n Product
Appeal (Esteem and Wagon R)
•No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)
•Business World ranked us among the country's five most respected companies
•Business World ranked us the country's most respected automobile company
•Voted Manufacturer of the year by CNBC
•Voted one of India's Greenest Companies by Business Today-ACNielson ORG-MARG
2003
•Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 au tomot ive b r ands
i n "Mos t T rus t ed Brand su rvey 2003" J D Power ranked 3 models of Maruti on top:
Wagonr, Zen and Esteem
•Maruti 800 and Wagonr top in NFO Total Customer SatisfactionStudy 2003.
•MUL tops in J D Power CSI (2001) for 4th time in a row
2001
•MUL tops i n J D Power CSI (2001 ) fo r 2nd t ime i n a r ow: ano the r international
first
2000
•M a r u t i b a g s J D P o w e r C S I - 1 s t r a n k ; u n i q u e a c h i e v e m e n t b y market
leader anywhere in the world
1999
•MSM launched as model workshop in India; achieves highest CSI rating.
•Central Board of Excise & Customs awards Maruti with "Samman Patra", for contribution
to exchequer and being an ideal tax assessee
1998
•CII's Business Excellence Award
1996
•Maruti wins INSSAN award for "Excellence in Suggestion Scheme"
•Awarded the Star Trading House status by Ministry of Commerce
1994-95
•E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d f o r
e x p o r t performance
1994
•Best Canteen award among Haryana Industries as part of employeewelfare
1992-93
•E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d f o r
e x p o r t performance.
1991-92
•E n g i n e e r i n g E x p o r t s P r o m o t i o n C o u n c i l ' s a w a r d f o r
e x p o r t performance.
The recent launch of KIZASHI …
Overview Information
Although Suzuki offered larger vehicles made by Daewoo in the past, the Kizashi is their first mid-
size car designed and built in house. Although the Suzuki markets the Kizashi as a mid-size, it is on
the smaller side of the segment with dimensions closer to the Honda Civic than the Toyota Camry. A
180-bhp, 2.4l four-cylinder engine is standard on all models. Most models are equipped with a CVT,
but a six-speed manual is available. One item that sets the Kizashi apart is the availability of all-
wheel-drive. Most of the sales leaders only offer front-wheel-drive. Pricing ranges from $19,000 for
the base S model to $28,000 for a fully equipped SLS model.
What Changed:
The Kizashi GTS and SLS models add a standard sport package consisting of trim changes, custom
wheels and a lowered ride height.
Official Word:
With the introduction of the 2010 Kizashi, followed by the debut of the 2011 Kizashi Sport,
American Suzuki Motor Corp. (ASMC) boldly challenges the otherwise sleepy midsize sedan
segment. The Kizashi (pronounced "Kee-Zah-Shee"), the company's first all-wheel-drive sport sedan,
delivers a unique blend of dynamic performance attributes, premium design aesthetics and
craftsmanship yet to be experienced in the high-volume midsize category.
At a Glance
Pricing $18,999 - $27,299
Drive Types FWD, AWD
Engines 2.4l I4
Transmissions CVT, M6
Fuel Economy 20-23 (city), 29-31 (highway)
Our Ratings
Velocity Index 61
Industry growth -
CHAPTER 5
1. Knowledgeable Salesperson
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - - - 85% 15%
2. E m p l o y e e s s p e n t e n o u g h time with you before sales
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 4% - 62% 34%
62% agreed that sales persons spent enough time with them during the sales ,while 34% strongly
agreed that the sales persons spent enough time with themduring sales and only 4% disagreed
with this.
3. Availability of the Product
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 4% - 91% 5%
91% agreed that the availability of the product was there, 5% strongly agreed that
the availability was there while only 4% said they disagreed with this.
4. V a r i e t y / S e l e c t i o n Merchandize
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 6% - 87% 7%
87% agreed that there was variety/selection of merchandize whereas 7%strongly agreed that
enough variety was there and 6% disagreed with this.
5. Prices Are Affordable
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - - 15% 21% 64%
64% strongly agreed that the prices are affordable , 21% agreed that the prices are affordable whereas only 15% said that they neither disagreed nor agreed with this.
6. Attractive Discounts Offered
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 11% - 55% 34%
5 5 % a g r e e d t h a t t h e d i s c o u n t s o f f e r e d a r e a t t r a c t i v e , 3 4 % s t r o n g l y
agreed with this while 11% disagreed and said that the discounts offered were not attractive.
7. Décor Of The Waiting Area Is Pleasing
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - - - 80% 20%
80% ag reed t ha t t he déco r o f t he wa i t i ng a r ea was p l ea s ing wh i l e
20% strongly agreed that the décor of the waiting area was pleasing
8. Offered A Test Drive
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 20% - 74% 6%
74% agreed that the test drive was offered to them ,6% strongly agreed that the test
drive was offered while 20% disagreed with this.
9. R e s p o n d s T o c o m p l a i n t s
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 6% 12% 64% 18%
64% agreed that the response to complaints is quick , 18% strongly agreed, 12% neither agreed
nor disagreed and 6% disagreed with this.
10. S e r v i c e A t M a r u t i S e r v i c e Station Is Excellent
Strongly agree
Disagree Neither disagree nor agree
Excellent Strongly agree
Percentage(%) - 14% - 82% 14%
82% said that the service at maruti service station is excellent , 14%strongly agreed while only
4% disagreed with this.
11. C a r e f u l W i t h P e r s o n a l Information
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - 7% 8% - 85%
85% agreed that yes they were careful with personal information, strongly agreed with this and
8% neither agreed nor disagreed.
12. A l l T h e C o m m i t m e n t s a r e Fulfilled
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - - - 6% 94%
94% s t rong l y ag reed t ha t a l l t he commi tmen t s we r e fu l f i l l ed and 6% agreed with this.
13. Value For Money
Strongly agree
Disagree Neither disagree nor agree
Agree Strongly agree
Percentage(%) - - - 2% 98%
98% s t rong l y ag reed t ha t ma ru t i p ro v id e s va lue fo r mon ey wh i l e 2% agreed
with this.
14. What is your overall opinion about Maruti ?
Very bad Bad Neither bad nor good
Good Very good
Percentage(%) - - - 4% 96%
96% said that there overall opinion about maruti was that it is ver good while 4% said that it is good.
CHAPTER 6
Findings
It is observed that
1. The prospective segment is from the business and self employed class.
2. The company should concentrate on the age group 26-34.
3. Maruti should continue to maintain the standard of the service.
4 . I t i s obse rved t ha t , 42% o f t he r e sponden t a r e o f op in ion t ha t veh i c l e s
are as per expectation, and 20% are saying its below expectation.
5 . Company shou ld improve i t s pos t s a l e s s e rv i ce .
6. The customer highest priority is for the mileage.
7. Maruti Suzuki needs to improve its awareness about Add-on-Services like any time Maruti,
MEW etc.
8. Customer are highly satisfied with the service which help in customer retention
9 . I t i s obse rved t ha t , 46% o f t he cus tomer s a r e o f op in ion t ha t Maru t i
should improve in quality, and 16% of the opinion that Maruti should improve in price.
10. Customers are highly satisfied which help in customer retention.
11. Company has created goodwill among the customers which will help them to recommend car
to friends and relatives.
12. Maruti Suzuki needs to educate the customers about the benefits of M-Finance. They can
motivate the cash customers to offer M-Finance.
1 3 . I t i s o b s e r v e d t h a t , 8 6 % o f t h e c u s t o m e r s a r e r e a d y t o p r e f e r
M - Insurance, 14% are not ready to prefer M-Insurance.
LIMITATIONS OF STUDY:
Though the research was conducted properly, the probability of errors & biases kept
is minimum; still some errors occurred because of certain limitation.
These are as follows:-
a )A ve ry sho r t span o f t ime fo r r e sea r ch .
b ) T h i s i s t i m e c o n s u m i n g r e s e a r c h m e t h o d & t h e r e s p o n d e n t s
d i d n o t h a v e sufficient time for giving information for such type of research.
c)People were reluctant to give responses for such type of research.
d) People also did not give proper response for Questionnaire & interview, because
of short time.
e) Study is restricted to only Amravati city. I have hones t l y and s i nce re ly t r i ed t o p r e sen t t he f a c t s and f i gu re s bu t some error still might have cropped up
CONCLUSION
As the leading manufacturer in the small car segment of the Indian market,
we would like suggest Maruti Suzuki Ltd and like to conclude by giving my some point of views
like :-
1) To strengthen their leadership position in the small car segment of the Indian market;
2) To continue to expand the size of the Indian market for small cars by strengthening and
expanding the dealer network and making automobile financing available at competitive rates;
and
3) To continue to benchmark them against improving global manufacturing, marketing and other
practices and standards, strive to increase customer satisfaction through quality products and
new\ initiatives, and promote the financial strength of our sale network.
4) Maruti Suzuki should make some compact cars with sporty looks like Swift .It will give new
dimensions to the success of Maruti Suzuki.
5) The most important suggestion would be: Maruti Suzuki has emphasized highly on their CRM policies and
they must carry the same practices and they must concentrate that these services should not go down rate they
must work on strengthening the CRM policies. Because in India, the after sale services matters a lot. If one
company is very good at all aspects but not good at the CRM policies customers will simply switch that brand. But
if a company is Excellent in its After Sale services or co-coordinating in excellent manners with the customers The
Customers love to attach with that company whether all the features are not good. So to maintain the success
Maruti must be good at the CRM policies as it is now
Suggestion and recommendation
1) More test drives should be offered.
2) Should be more particular about Post Sales Follow Up as itshows the concern of the company
with the customer.
3) Should put in more efforts to promote Maruti Finance ,Autocard and Accessories.
QUESTIONNIARE
1) How satisfied are you with the purchase you made (of a product or service)?
1 = Excellent, 2 = Good, 3 = Satisfactory, 4 = Poor
2) How satisfied are you with the service u received?
1 = Excellent, 2 = Good, 3 = Satisfactory, 4 = Poor
3) Were the sales people there knowledgeable and able to answer your queries? How was the experience?
Ans.)
4) How would you rate Maruti on the following parameter
Stronglydisagree
disagree Neither agree nor disagree
agree Strongly agree
Employees spend enough time with u Before salesAfter salesDuring salesDisplay of merchandise is attractiveVariety/selection Prices are affordableAttractive
discounts offeredPost sales follow ups are done quicklyOffered a test driveCareful with personal informationValue for moneyservice at maruti service station is excellentResponds to customer quicklyDécor of the waiting area is pleasingAll the commitments are fulfilled
BIBLIOGRAPHY
1. Automobile Magazines
2. Marketing Management by Philip Kotler
3. Kothari. C. R, Research Methodology, New Age International(P) Ltd., New Delhi.
4. Newspaper-business standard, Times of India, DNA, Hindustan Times etc
WIBIOLIGRAPHY
1. www.marutisuzuki.com 2. www.automative.com 3. www.marutiudyog.com