Chapter 1

1.1 Industry Review

The Automobile Industry in India is one of the largest and is the fastest growing industry, world-wide. There has been a dramatic development and change in Automobile industry, particularly for the last couple of years. With many companies now concentrating more on customer needs and price factors, there has been a sharp rise. The Indian automobile industry is now striding inroads into the rural middle class after its inroads into the urban markets and rural rich. It is trying to bring in varying products to suit requirements of different class segments of customers. The automotive industry comprises of the automobile and the auto component sectors. It includes passenger cars; light, medium and heavy commercial vehicles; multi-utility vehicles such as jeeps, scooters, motor-cycles, three wheelers, tractors, etc; and auto components like engine parts, drive and transmission parts, suspension and braking parts , electrical, body and chassis parts; etc. The Indian Automobile Industry manufactures over 1.1 Crore of vehicles and exports about 15 lakhs each year. The dominant products of the automotive industry are two-wheelers that occupy a market share of around 75%. Passenger cars have a market share of about 16% while commercial vehicles and three-wheelers share about 9% between them. But what really drives this industry? Well we might think that the numbers tell us that the story is headed towards the happily ever after sort of a thing, but theres a twist in the tale. The numbers have not been synonymous with the actual growth because the growth has been limited to a few brands and thus stabilize the whole industry records. But the signs for this year seem better. The Indian car industry is witnessing a shift in demand going from two wheelers to cars due to rising availability of low cost cars and the car being a symbol of high prestige. Based on the overall production of cars in the country the Indian automotive industry is now the 6th largest in the world between South Korea on 5th and Brazil on 7th. Furthermore, India is the fourth largest in the Asian region after China on the first, Japan on the second and South Korea on the third.

Factors that drive growth in the Automobile sector

Rising incomes among Indian population will lead to increased affordability, increasing domestic demand for vehicles, especially in the small car segment.

Fuel economy and demand for greater fuel efficiency is a major factor that affects consumer purchase decision that will bring leading companies across two-wheeler and four-wheeler segment to focus on delivering performanceoriented products.

Product innovation and market segmentation will channelize growth. Vehicles based on alternative fuels will be an area of interest for both consumers and auto makers.

Focus on establishing India as auto-manufacturing hub is reigning in policy support in form of Governments technology modernisation fund.

Industry will seek to augment sales by tapping into rural markets, youth, women and luxury segments.

1.2 HISTORY
Chowgule is a household name in Goa because of their widespread Industrial, Commercial and cultural activities. The Chowgule group was founded by the late Dattajirao Chowgule and the varied businesses were established by Shriman Vishwasrao Dattajirao Chowgule. Chowgule industries Pvt Ltd is an authorized dealer for Maruti Suzuki, for Marketing, Sales, Maruti Genuine Spares, Maruti Genuine Accessories, Service and Repairs of Maruti range of vehicles. The first major development in the Chowgules family towards business is when, in the early 1900s, Dattajirao N. Chowgule and Sons ventured into the Middle Eastern parts of the world with shipments of tin scarp, wood bamboo, coconut oil, etc.

In 1924, the Chowgules established an agency in shipping and forwarding. Using a program of offering economies to their clients, the Chowgules broke the foreign trade monopoly that was prevalent then. In 1941, another company, Chowgule and Co. Ltd. was established to match the demands of export. In

1947, the Company shipped 1,500 tons of manganese ore to Czechoslovakia. In 1950, Japan received 9000 tons of iron ore from Chowgules. One of the bigger milestones on its way is the "Chowgule Formula" - an historic agreement with Japan over a barter system; the Japanese would supply men and machines for mining and Chowgules would repay them with the ore extracted. This eventually hiked up the production of iron ore significantly. Meanwhile, a considerable delay was being produced due to exceedingly slow ways of transport through barges. Self-propelling barges were ordered from Japan, which cut down the costs and decreased the delivery time. This even induced them to start a barge-maintaining unit, and further, into building them. Many technological achievements are attributable to the Chowgules. One such action is "Up topping" - an efficient and faster way of loading ships compared to the traditional ways. Also, with the Japanese help, the Company has set up a completely mechanized, all-weather ore-handling plant at Berth no. 6 at Mormugao Port.

COMPANY PROFILE Company Name Chief Managing Director Brand Name Address : Chowgule Industries Private Limited. : Mrs. Padma Chowgule : Maruti Suzuki : Opp. Damodar Temple, Fatorda, Margao, Goa 403 602.

Phone No Website

: (0832) -2749100 : mrgsales@chowguleind.com mrgservice@chowguleind.com

Type of industry

: Service Industry

Year of establishment Vision

: 1986 (Fatorda, Margao)

To excel an all its level of operation of sales, service and spares at point of time Mission Commit, compete and conquer Value USP are transparency in our deal Well qualified and trained staff appointed from local level for easier

customer rich Only platinum dealer in west region holding no.1 position in last 8yrs Highest market share in entire automobile industry 59% Largest number of references and repeat customer Trust worthy dealer for the most trust worthy Maruti

MARUTI

DELEARSHIP

Our first Maruti Dealership was established in Goa in the year 1986. Since then, CIPL is having 3S Sales, Service and Spares Dealership of Maruti vehicles in Pune, Sangli and Satara. All our activities are ISO 9002 certified. In CIPL, customer care is given utmost importance. This is achieved through maintaining regular contact with the customers. As a result of this not only is our customer retention very high, our satisfied customers have helped us to have a recurring high referral business. All-India, CIPL is amongst top 15 dealerships of Maruti.

1.4 MARKETING AND SALES DEPARTMENT This department deals with sales of the cars, identifying customers needs, helping them to select the right product, maintaining long term relationship

with the customers. Analysing customer need, delivery and post sales followup (PSF)

Sales are an act of selling product or services in exchange of money or compensation. The sales manager Mr. Ryan Dsliva is the head who looks after sales in Chowgule industries Pvt Ltd and ensures that the entire sales process is looked after and supervised. Under him there is assistant sales manager. Followed by team leader and after each team leader there are five DSE 1.4.1 Function of sales manager Maruti Suzuki in Gurgaon sets yearly target for each dealers in Goa The sales manager divides the targets in each team on monthly bases. He monitors them on a daily (daily meeting) basis to ensure that things are going on track; he keeps motivating his team from time to time. He checks daily operation (booking and Deliveries done by team leader and DSE) 1.4.2 Assistant Sales Manager To make a report of monthly sales, he reports directly to sales manager He work for the target to make sure that target is meet and set Take care of each team(team leaders) Monitors them as per the target is set 1.4.3 Team leader Help DSE to achieve target Handle customer individually Solve quarry of the customer and have to understand aspects of customer They report to ASM DSE Establish customer faith in the company and on product Identify customer needs Meet every customer requirement Do all the delivery paper work

Explain each and every feature; benefits of car, Test drive to check if they are satisfy with it.