APEX INSTITUTE OF

TECHNOLOGY
A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF THEDEGREE OFMASTERS IN
BUSINESS ADMINISTRATION (BUSINESS ANALYTICS)
SUBMITTED BY: -KANIKA ANAND (UID 19MBS1004)

Under the supervision of

PANKAJ PHUTELA (PLACEMENT COORDINATOR, (AIT), CU)

INDEX
1. Introduction to the project
2. Introduction to the company
3. History of the company
4. Objectives
5. Sampling area
6. Data analysis
7. Interpretations
8. Conclusion
9. Bibliography
INTRODUCTION TO THE PROJECT
In India there are close to one million business buyers. This is far
short of approximately 18 million consumers but the total sales
volume in the business market far surpasses the total sales to the
consumer market. Although business buying behaviour and
consumer buying behaviour are similar because they both involve
individuals making purchasing decisions, the differences between the
buying behaviours of these groups is of greater significance. These
differences are important in understanding the behaviour of business
buying and consumer buying markets.
FOR EXAMPLE :- AUTOMOBILES
In the early days people used bullock carriage or other animals such
as camel, horse etc. to transport good and human from one place to
another. In use of these animals one big problem encounter is that
they could not travel for long distance and for long time. So the
necessary of a machine is arrive

How does an automobile

work?
In an automobile many parts work together and make an automobile
run. These all parts are known as basic component of an automobile.
INTRODUCTION TO THE COMPANY
BMW (Bavarian motor works) is a German multinational company
which produces automobiles and motorcycles. The company was
founded in 1916 as a manufacturer of aircraft engines, which it
produced from 1917 until 1918 and again from 1933 to 1945.
Automobiles are marketed under the brands BMW, Mini and Rolls-
Royce, and motorcycles are marketed under the brand BMW
Motorrad. In 2015, BMW was the world's twelfth largest producer of
motor vehicles, with 2,279,503 vehicles produced. BMW is
headquartered in Munich and produces motor vehicles in Germany,
Brazil, China, India, South Africa, the United Kingdom, the United
States, and Mexico. BMW has significant motorsport history,
especially in touring cars.

HISTORY
History of BMW and History of BMW motorcycles Bayerische
Flugzeugwerke AG was formed. This company was renamed
to Bayerische Motoren Werke (BMW) in 1922. However the name
BMW dates back to 1913, when the original company to use the
name BMW was born (initially as Rapp Motorenwerke). BMW's first
product was a straight-six aircraft engine called the BMW IIIa.
Following the end of World War I, BMW remained in business by
producing motorcycle engines, farm equipment, household items
and railway brakes. The company produced its first motorcycle.
Aircraft engines, motorcycles, and automobiles would be BMW's
main products until World War II. During the war against the wishes
of its director Franz Josef Popp, BMW concentrated on aircraft engine
production, with motorcycles as a side line and automobile
manufacture stopped altogether. BMW's factories were heavily
bombed during the war and its remaining West German facilities
were banned from producing motor vehicles or aircraft after the war.
Again, the company survived by making pots, pans, and bicycles. In
1948, BMW restarted motorcycle production. BMW resumed car
production in Bavaria in 1952 with the BMW 501 luxury saloon. The
range of cars was expanded in 1955, through the production of the
cheaper Isetta microcar under licence. Slow sales of luxury cars and
small profit margins from microcars meant BMW was in serious
financial trouble and in 1959 the company was nearly taken over by
rival Daimler-Benz. A large investment in BMW by Herbert Quandt
and Harald Quandt resulted in the company surviving as a separate
entity. The BMW 700 was successful and assisted in the company's
recovery.
OBJECTIVES
 Increasing Sales Figures
Sales objectives help companies measure their position against
industry competitors. These objectives tend to focus on ways an
organization can surpass the competition in market share, product
quality, and brand recognition. For example, if you own a comic-book
store, one example of a sales objective could be to increase your
monthly sales by 10 percent over the course of the year. To do this,
you may have to implement a marketing strategy to attract new
buyers or introduce new items that will allow you to up-sell to your
existing customers.
 Improving Human Resources
To operate effectively, your company must hire talented employees
who can implement your decisions and maintain productivity and
efficiency. Human resources objectives cover organizational structure
and employee relations. They also cover the employee training and
development goals of the organization. A human resources objective
could be to reduce employee turnover by 20 percent by introducing a
new employee-assistance program.
Another objective could be to improve productivity by implementing
a company-wide training program.
The staffing of an organization is also a focus of human resources. An
objective to meet staffing needs could be to actively recruit skilled
workers into the organization. You could also set an objective of
diversifying your employees by focusing on hiring a specific number
of women and minorities.
 Retaining Talented Employees
One of the often-overlooked objectives for small businesses is
ensuring that talented and skilled employees remain with the
company. As a business owner, you know how challenging it can be
to find employees that exceed performance expectations. When you
find these types of workers, your objective should be to retain them
by offering competitive salaries, incentives and a workplace
environment that is inclusive and harmonious. Investing in training
programs that give your employees additional education can also
help achieve this objective.
 Focusing on Customer Service
Business managers establish objectives that focus on providing
quality customer service. These objectives attempt to measure
customer satisfaction with costs and overall quality of a product or
service. A customer service objective could be to reduce delivery and
distribution time of products and services. Another could be to
reduce the number and frequency of customer returns and
complaints or to improve the response time of client inquiries.
 Establishing Brand Awareness
In the age of social media marketing, many small businesses are
finding that brand marketing is another vital objective. Branding is all
about selling the experience of your product or service by
communicating to your audience how your business satisfies a want
or need or makes their lives more convenient. One branding
objective could be to increase the number of social media likes on
influential platforms such as Facebook and YouTube. Another
branding objective could be to increase your social media awareness
by analyzing a metric such as website visits.
RESEARCH METHODOLOGY
1. QUESTIONAIRE METHOD
A questionnaire is a set of questions typically used
research purposes which can be both qualitative as
well as quantitative in nature. A questionnaire may
or may not be delivered in the form of a survey,
but a survey always consists of questionnaire.
2. FACE TO FACE INTERVIEW
Face-to-face interview is a data collection method
when the interviewer directly communicates with
the respondent in accordance with the prepared
questionnaire. This method enables to acquire
factual information, consumer evaluations,
attitudes, preferences and other information
coming out during the conversation with the
respondent. Thus, face-to-face interview method
ensures the quality of the obtained data and
increases the response rates.
 DATA ANALYSIS: FOR SELLERS
 Pre sales: - how to create value with customers before sales.

MARKETING STRATEGIES

advertis ement buyers i nterest i n mi nd recurri ng meetings feedba ck

 After sales: -How to provide after sales services to increase
customer loyalty.

Remind customers about maintenance

Through cal l s Vi a ema il s by encoura gi ng through mes s ages

 Interactions with suppliers

OEMS AND PART SUPPLIERS

vol kswa gen s uppl ier i nteration s uppl iers vi a mai l s

s uppl i ers provi de pats
  Interactions between internal departments
INTERACTIONS

meetings Tra i nni ng programs

through mai l s Get back to customer req.

FOR BUYERS
1.Do you own any four-wheeler?

People having four wheeler

yes no
2.how do you came to know about the car?

Sales

Advertis ments News pa per Fri ends Others

3.How will you rate the body style, design and look of car?
 RATING

Excel l ent Good Average Poor

4.please rate the following features according to your preference?

7

0
excel l ent good s atisfied cant s ay

5. how was the sales executive attitude towards you ?

 7

0
1 Excel l ent 2 Good 3 Avera ge 4 Poor

6. What was the delivery time offered by them ?

Delivery time

l es s than a week one to two weeks two to three weeks more than three weeks

7. were all the complaints noted and attended by the service

incharge?
 Complaints Attended by service incharge
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
YES No
Compl ai nts Attended by s ervi ce i ncha rge

8. Are you satisfied with service provided by them?

Service provided

Very s atisfa ctory Satisfa ctory Vari es di s s atisfied

9.Where do you get your car service from?

Service Station
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Authori zed s ervi ce deal er l ocal mechani cs others
Servi ce Station

10.Would you suggest your family and friends to buy a car a from
them?

Suggestions
5
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Yes No
Suggestions
 Conclusion
Need to do more of promotional strategies to attract more of
female consumers with like of limited edition specially for
females in their existing models or for new models in this
edition just by giving few simples thing which females like in
the car for example- pink colour, soft-toys, trendy seat covers,
etc. Furthermore, The Asia Pacific region is becoming
increasingly crucial to global automotive sales. Although it
has been over shadowed by China's rapid growth in recent
years, emerging markets is set for steady growth where BMW
is already there but needs to concentrate more and needs to
adaptive marketing strategies to get success out there. These
markets are going to be huge as there is more population in
these countries as in comparison to US and UK market. In
addition, BMW needs to come with few more BMW Films
interactive marketing campaigns, it is the Ultimate Driving
Machine. As it is had very successful and showed good
promise in it for the selling point. These kinds of advertising
are creating very good brand value for the company and
company portrayed itself how they want to be in front of
customers. To conclude this, I would like to say If BMW wants
to double its sales in next 3-5 years then company need to
continue its investment in R&D and innovate as that’s the
strength of the company it enjoys competitive edge over the
competitors.
 Bibliography
www.bmweducation.co.uk/companyhistory
www.bmw.co.uk/models
www.dtvprofessional.com/2002/12_dec/features/bmw_retur
ns
www.bmweducation.co.uk/companyfacts
www.15digitalmarketing.co.uk/articles/2006/01/21/
www.just-auto.com
www.wikipedia.com
References: www.bmweducation.co.uk/companyhistory