A

SUMMER TRAINING PROJECT REPORT

ON

“CUSTOMER RELATIONSHIP MANAGEMENT IN MARUTI SUZUKI”

SUBMITTED TO SRI DEV SUMAN UNIVERSITY IN THE PARTIAL

FULFILMENT OF

“BACHELOR OF BUSINESS ADMINISTRATION”

(THREE YEAR’s REGULAR DEGREE PROGRAMME)

(2017 - 2020)

SUBMITTED BY UNDER THE SUPERVISION OF

Mr. Shubham Chaudhary Mrs. Himani Yadav

B.B.A (V SEMESTER) (Assistant Professor)
ROLL NO. - .............. Quantum School of Management

1
 FACULTY GUIDE CERTIFICATE

Certified that the Summer Internship Project Report title - “A CUSTOMER

RELATIONSHIP MANAGEMENT IN MARUTI SUZUKI” With
Special Reference to “MARUTI SUZUKI” is a bonafide work done by
Shubham Chaudhary under my guidance in partial fulfillment of Bachelor
of Business Administration programme of QUANTUM SCHOOL OF
MANAGEMENT. The views expressed in this dissertation is only of that of
the researcher and the need not be those of this institute. This project work
has been corrected by me on the basis of rough draft being submitted.

Mr. Himani Yadav

(Assistant Professor)
QUANTUM SCHOOL OF MANAGEMENT
ROORKEE (U.K)

2
 DECLARATION

I do hereby declare that the Summer Internship Project Report “A

CUSTOMER RELATIONSHIP MANAGEMENT IN MARUTI
SUZUKI” is a record of bonafide work done by me under the supervision of
Mrs. Himani Yadav in partial fulfillment of the requirements for the award
of degree of Bachelor of Business Administration.

Shubham Chaudhary
B.B.A (Vth SEMESTER)
ROLL No. - ...................

3
 ACKNOWLEDGEMENT

It was a great opportunity for me to work with Maruti Suzuki, I am extremely

grateful to those who have shared their expertise and knowledge with me and
without whom the completion of the project would have been virtually
impossible.

I am indebted to all staff members of Maruti Suzuki for their valuable support
and co-operation during the entire tenure of the project. Not to forget, all those
who have kept our spirits surging and helped me in delivering my best.

I would like to record my thanks to reverent Mrs. Himani Yadav my project

guide who helped me in my project of our institute QUANTUM SCHOOL
OF MANAGEMENT.

The acknowledgement will not be complete without a vote of thanks to all

other people who helped me in one way or the other in completion of this
project.

CONTENTS:

4
CHAPTER 1: INTRODUCTION

1.1 General Introduction about the sector

1.2 Industry Profile.
a. Origin and development of the industry.
b. Growth and present status of the industry
c. Future of the Industry.

CHAPTER: 2 PROFILE OF THE ORGANIZATION

2.1 Origin of the Organization.

2.2 Growth, development & Present status of the Organization.

2.3 Organization Structure and Organization Chart.

2.4 Product and Service profile of the Organization.

2.5 Market profile of the Organization.

CHAPTER: 3 DISCUSSIONS ON TRAINING

3.1 Student’s work profile (Role and Responsibilities)
3.2 Key learning from training.

CHAPTER 4: STUDY OF SELECTED RESEARCH PROBLEM

4.1 Statement of research problem
4.2 Statement of research objectives.

4.3 Research design and methodology.

CHAPTER 5: ANALYSIS

5
5.1 Data Analysis.

5.2 Summary of findings.

CHAPTER 6: SUMMARY AND CONCLUSIONS

6.1 Summary of learning Experience.

6.2 Recommendations.

APPENDICES
Annexure are like copy of questionnaires, interview schedule.

BIBLIOGRAPHY

6
 CHAPTER 1

INTRODUCTION

7
1.1 General introduction about the sector.

Over a period of more than two decades the Indian Automobile industry has
been driving its own growth through phases. The entry of Suzuki
Corporation in Indian passenger car manufacturing is often pointed as the
first sign of India turning to a market economy. Since then the automobile
sector witnessed rapid growth year after year. By late-90's the industry
reached self reliance in engine and component manufacturing from the status
of large scale importer. With comparatively higher rate of economic growth
rate index against that of great global powers, India has become a hub of
domestic and exports business. The automobile sector has been contributing
its share to the shining economic performance of India in the recent years.
With the Indian middle class earning higher per capita income, more people
are ready to own private vehicles including cars and two-wheelers. Product
movements and manned services have boosted in the sales of medium and
sized commercial vehicles for passenger and goods transport. Side by side
with fresh vehicle sales growth, the automotive components sector has
witnessed big growth. The domestic auto components consumption has
crossed rupees 9000 crores and an export of one half size of this figure

Overview Of Automobile Industry

The Indian automobile industry is going through a technological change

where each firm is engaged in changing its processes and technologies to
sustain the competitive advantage and provide customers with the optimized
products and services. Starting from the two wheelers, trucks, and tractors to
the multi utility vehicles, commercial vehicles and the luxury vehicles, the
Indian automobile industry has achieved tremendous amount of success in

8
the recent years.As per Society of Indian Automobile Manufacturers (SIAM)
the market share of each segment of the industry is as follows:.

The market shares of the segments of the automobile industry

The automobile industry had a growth of 15.4 % during April-January 2007,

with the average annual growth of 10-15% over the last decade or so. With
the incremental investment of $35-40 billion, the growth is expected to
double in the next 10 years. Consistent growth and dedication have made the
Indian automobile industry the second- largest tractor and two-wheeler
manufacturer in the world. It is also the fifth-largest commercial vehicle
manufacturer in the world. The Indian automobile market is among the
largest in Asia.The key players like Hindustan Motors, Maruti Udyog, Fiat
India Private Ltd, Tata Motors, Bajaj Motors, Hero Motors, Ashok Leyland,
Mahindra & Mahindra have been dominating the vehicle industry. A few of
the foreign players like Maruti Suzuki Kirloskar Motor Ltd., Skoda India
Private Ltd., Honda Siel Cars India Ltd. have also entered the market and
have catered to the customers’ needs to a large extent. Not only the Indian
9
companies but also the international car manufacturing companies are
focusing on compact cars to be delivered in the Indian market at a much
smaller price. Moreover, the automobile companies are coming up with
financial schemes such as easy EMI repayment systems to boost sales. There
have been exhibitions like Auto-expo at Pragati Maidan, New Delhi to share
the technological advancements. Besides, there are many new projects
coming up in the automobile industry leading to the growth of the sector.
The Government of India has liberalized the foreign exchange and equity
regulations and has also reduced the tariff on imports, contributing
significantly to the growth of the sector. Having firmly established its
presence in the domestic markets, the Indian automobile sector is now
penetrating the international arena. Vehicle exports from India are at their
highest levels. The leaders of the Indian automobile sector, such as Tata
Motors, Maruti and Mahindra and Mahindra are leading the exports to
Europe, Middle East and African and Asian markets. The Ministry of Heavy
Industries has released the Automotive Plan 2006-2016, with the motive of
making India the most popular manufacturing hub for automobiles and its
components in Asia. The plan focuses on the removal of all the bottlenecks
that are inhibiting its growth in the domestic as well as international
arena.The domestic players as well as the foreign players dominate the
Indian automobile sector. The key players contributing to the growth of the
sector are discussed below.

Maruti Suzuki India

Hero Motors Limited
Tata Group
Bajaj Auto Limited

10
Top Ten Players in Indian Automobile Sector

Mahindra Group
Ashok Leyland
Yamaha Motor India
Hyundai Motors India Limited
Maruti Suzuki Kirloskar Motor Private Limited
Honda Siel Cars India Limited

1.2) Industry profile

a.) Origin and development of the industry.

The automotive industry in India is one of the largest in the world and one of
the fastest growing globally. India's passenger car and commercial vehicle
manufacturing industry is the sixth largest in the world, with an annual
production of more than 3.9 million units in 2011. According to recent
reports, India overtook Brazil and became the sixth largest passenger vehicle
producer in the world (beating such old and new auto makers as Belgium,
United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil),
growing 16 to 18 per cent to sell around three million units in the course of
2011-12. In 2009, India emerged as Asia's fourth largest exporter
of passenger cars, behind Japan, South Korea, and Thailand.[3] In 2010,
India beat Thailand to become Asia's third largest exporter of passenger cars.
As of 2010, India is home to 40 million passenger vehicles. More than 3.7
million automotive vehicles were produced in India in 2010 (an increase of
33.9%), making the country the second (after China) fastest growing
automobile market in the world. According to the Society of Indian
Automobile Manufacturers, annual vehicle sales are projected to increase to

11
5 million by 2015 and more than 9 million by 2020.[6] By 2050, the country
is expected to top the world in car volumes with approximately 611 million
vehicles on the nation's roads.

The majority of India's car manufacturing industry is based around three

clusters in the south, west and north. The southern cluster consisting
of Chennai and Bangalore is the biggest with 35% of the revenue share. The
western hub near Mumbai and Pune contributes to 33% of the market and
the northern cluster around the National Capital Region contributes
32%. Chennai, is also referred to as the "Detroit of India" with the India
operations of Ford, Hyundai, Renault, Mitsubishi, Nissan, BMW, Hindustan
Motors, Daimler, Caparo, and PSA Peugeot Citroën is about to begin their
operations by 2014. Chennai accounts for 60% of the country's automotive
exports. Gurgaon and Manesar in Haryana form the northern cluster where
the country's largest car manufacturer, Maruti Suzuki, is based. The
Chakan corridor near Pune, Maharashtra is the western cluster with
companies like General Motors, Volkswagen, Skoda, Mahindra and
Mahindra, Tata Motors, Mercedes Benz, Land Rover, Fiat and Force
Motors having assembly plants in the area. Aurangabad with
Audi, Skoda and Volkswagen also forms part of the western cluster. Another
emerging cluster is in the state of Gujarat with manufacturing facility
of General Motors in Halol and further planned for Tata Nano at Sanand.
Ford, Maruti Suzuki and Peugeot-Citroen plants are also set to come up in
Gujarat. Kolkatta with Hindustan Motors, Noida with Honda and
Bangalore with Toyota are some of the other automotive manufacturing
regions around the country

b) Future Plans of maruti

12
On May 11, 2011, Maruti announced its plans to design new car models at
its Rohtak Plant in India. The new car models will be crafted for the next
four years for the Indian and International Market. Maruti is experimenting
with new car models in an effort to stay ahead of its competition and will be
responsible for 25 per cent of Suzuki, its parent company’s, revenues. In the
financial year 2010-2011 Maruti Suzuki reported a net sales figure of 37,522
crore rupees. Maruti will invest in a new plant in Gujarat which will produce
6 million units a year which is being done in an effort to make the company
the leader in the car market. The company is having a look at different plants
as shown by the Government of India. In another effort, Maruti will
introduce four new cars in the Indian market: The mass-market hatchback, a
utility vehicle, a new and improved Swift, and a unique SX4. The company
plans to release the design of the YE3, the hatchback by June-July 2011
while the car will actually be shown in the Auto Expo 2012. The company
plans to design the YE3 without any involvement of Suzuki which is a major
feat since most of its cars have been designed in collaboration with Suzuki in
the past. The YE3 will be a four-door, four seat hatchback and will be
available in a 600-800cc engine and a five speed manual transmission. The
company also plans to launch the Maruti R3 under a different name. The
Maruti R3 is a Multi-Utility Vehicle that will come in a Rs. 7 lakhs - Rs. 9
lakhs ex-showroom price and is a six-seater compact van strapped with three
rows of seats and rear-hinged rear doors. The car will come in both 1.2 litre
K-Series engines and a 1.6 litre Variable Valve Timing engine, each of
which have been present in the popular models of Swift and SX4. The R3
will compare to an Innova. The company plans to sell it in emerging
markets. It will be showcased in the Auto Expo 2012. The company plans to
get a diesel engine for the car from Volkswagen. The third new model of
13
Maruti, the new Swift will be launched by July 2011 will a 1.3 litre multi-jet
diesel engine and a 1.2 litre K-Series engine. The new Swift fall in the Rs.
3.5 - 5.5 lakhs bracket depending on the model and approximately 17,000
units will be produced each year. Along with coming up with new cars and
new plants, Maruti is also expanding its transportation capacity. The
company has forged partnerships for this with the Adani group to set up a
mega car terminal at the Mundra port.

14
 CHAPTER - 2

PROFILE OF THE MARUTI SUZUKI

15
2.1) ORIGIN OF MARUTI SUZUKI

(1)Maruti Udyog Limited (MUL) was established in Feb 1981 through an

Act of Parliament, to meet the growing demand of a personal mode of
transport caused by the lack of an efficient public transport system.

(2)Suzuki Motor Company was chosen from seven prospective partners

worldwide. This was due not only to their undisputed leadership in small
cars but also to their commitment to
activelybring to MUL contemporary technology and Japanese management
practices (which had catapulted Japan over USA to the status of the top auto
manufacturing country in the world).

16
(3)A licence and a Joint Venture agreement was signed between Govt of
India and Suzuki Motor Company (now Suzuki Motor Corporation of Japan)
in Oct 1982

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles which was necessary
for economic growth.

Maruti Suzuki India Limited

Type Public

Traded as BSE: 532500

NSE: MARUTI
BSE SENSEX Constituent

Industry Automotive

Predecessor(s) Maruti Udyog Limited

Founded 1981

Headquarters New Delhi, India[1]

17
 Key people Shinzo Nakanishi
(CEO & MD)

Products Automobiles

Revenue 37,522 crore (US$6.79 billion)(2010-11)[2]

Net income 2,288 crore (US$414.13 million)(2010-11)[2]

Employees 6,903 (2011)[3]

Parent Suzuki Motor Corporation

Website www.marutisuzuki.com

2.2) Growth, development & present status of the organization

Our Vision

18
Our core values

1) Customer obsession.
2) Fast, Flexible and First mover.
3) Innovation and creativity.
4) Networking and partnership.
5) Openness and learning.

Technological Advantage

1) We have to introduced the superior 16 * 4 hypertech engines across the

entire Maruti Suzuki range. This new technology harnesses the power of
a brainy 16-bit computer to a fuel-efficient 4-value engine to create a
optimum engine delivery. This means every Maruti Suzuki owner gets
the ideal combination of power and performance from his car.
2) Our other innovation has been the introduced of electronic power
steering(EPS) in select models. This result in better and greater
maneuverability. In other words our cars have become even more
pleasurable to drive.

19
Production /R & D

Spread over a sprawling 297 acres with 3 fully-integrated production

facilities, the Maruti Udyog Plant has already rolled
out over 4.3 million vehicles. In fact, on an average, two vehicles roll out of
the factory every minute. And it takes on an average, just 14 hours to make
a car. More importantly, with an incredible range of 11 models available
in 50 variants, there's a Maruti Suzuki made here to fit every car-buyer's
budget. And dream.

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

20
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

21
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

22
 Alto becomes India's new bestselling 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
20 years ago

2003

New Suzuki Grand Vitara XL-7

Redesigned and all-new Zen

New upgraded WagonR

Enters into partnership with State Bank of India

23
 Production of 4 millionth vehicles. Listed on BSE and NSE after a
public issue oversubscribed 10 times

2002

WagonR Pride

Esteem Diesel. All other variants upgraded

Maruti Insurance. Two new subsidiaries started: Maruti Insurance

Distributor Services and Maruti Insurance Brokers Limited

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

24
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

Customer information centers launched in Hyderabad, Bangalore and

Chennai

Launch of versa

2000

First car company in India to launch a Call Center

New Alto

25
 Altura, a luxury estate car

IDTR (Institute of Driving Training and Research) launched jointly

with 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

26
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

Produced the 2 millionth vehicle since the commencement

of production

27
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

28
 Esteem1.3L (1298cc, 3 box car)LX

Produced the 1 millionth vehicle since the commencement

of production

1993

Zen(993cc, hatchback Car), which was later exported in Europe and

elsewhere as the Alto

1992

SMC increases its stake in Maruti to 50 percent

1991

Reaches cumulative indigenisation of 65 percent for allvehicles

produced

1990

29
 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

30
 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

License and JV agreement signed between Maruti Udyog Ltd. and

SMC of Japan

1981

Maruti Udyog Ltd was incorporated under the provisions of the Indian
Companies Act,
1956

31
2.3) Organization Structure of Maruti

Organization Structure

Managing Director

Shinzo Nakanishi legal & secretary

SRA

Chairman of the Board

R. Bhargava Engineering
KA

Director

Osamu Suzuki sales & marketing

SO

Director

Davinder Brar Managing

Executive Officer
IR

Managing Executive
Officer

Director MP

32
Manvinder Banga

Adminstration

Director SS

Pallavi Shroff

Production

Director TO

Kenichi Ayukawa

Supply chain

Director SM

Amal Ganguli Excutive officer(KA)

33
2.3 product and services of the Maruti suzuki

THE COMPANY OFFERS A PORTFOLIO OF 14 BRANDS, RANGING

FROM THE PEOPLE”S CAR, MARUTI 800, TO THE LUXURY SEDAN,
KIZASHI.

Maruti 800 Change your life

34
Maruti 800 has gone beyond just being a car; it has transformed the lives of
millions of people across the country by bringing the joy of motoring to
them.

ALTO Let’s Go

Alto is a great combination of economy, practicality and styling. Its

refreshed model offers smart changes in the interiors. Alto is the largest
selling car
in India and globally.
The Alto K10 has an appealing design that is well-complemented with
elegant and smart accessories. The powerful 1litre K-series engine makes the
Alto K10 an exhilarating drive. Thoughtful engineering has made the Alto
K10,
a truly eco-friendly car.

35
 ESTILO Take a fresh view of life

With its aerodynamic contours and smooth curves, the Estilo is a perfect
combination of sturdiness and class. The all-new Estilo comes with the K-
series engine, Detent Pin Transmission Technology and cable system that
offer smooth gear shifting and great handling.

WAGONR For the smarter race

Based on a new platform, the all-new WagonR

is the tallest in its class and has a distinct sloping stance. The new WagonR
is powered with the K-series engine that delivers improved power and fuel
efficiency. The new frame type front suspension, three point control arm and
gas filled McPherson struts lead to better stability and riding comfort.

36
 Stop @ nothing

A-STAR

Made in India to meet European standards, the A-star symbolises the

beginning of a revolution with its unique aerodynamic styling. Powered by
the K-series petrol engine, the A-star is ELV compliant and ensures
maximum recyclability of all parts when they complete their life span. The
A-star is exported to many countries under the brand name Suzuki Alto and
Suzuki Celerio.

RITZ Live the moment

37
The Ritz combines modern European design, the latest in engine technology
and Suzuki's global expertise in compact cars. It is an exceptional blend of
modern design and practicality with its aerodynamic share and best-in-class
headroom and legroom. The K12M petrol engine and 1.3 litre DDiS diesel
engine powering the Ritz are supremely refined and silent.

SWIFT You are the fuel

he new Swift comes with a new platform that makes it longer and wider.
Lighter body-weight along with improved engine dynamics, leads to best-in-
class acceleration and a high power to weight ratio. While the plush, eye-
riveting interiors add exuberance, the new Swift gets an enhanced external
appeal with futuristic styling yet retains the characteristic sporty, bold and
youthful DNA of 'brand Swift'. The new Swift is powered by the advanced
K-series and DDiS engines.
*Launched in August 2011

38
 DZIRE The heart car

With its desirable exteriors and luxurious interiors, the DZire is a car that
has everything one can desire. The car comes with excellent handling and
luggage space and a spirited engine. It has reassuring security features such
as dual front airbags, Anti-lock Brakes System (ABS) and Electronic
Brakeforce Distribution (EBD).

SX4 Men are back

Revolutionary European design; world class "drive-by-wire" technology;

most spacious in its class; steering-mounted audio controls; maximum
ground clearance in its class; high on safety with dual airbags; Anti-lock

39
Brake System (ABS) and Electronic Brake-force Distribution (EBD) are the
SX4's salient features. The recently added VVT technology adds a feather to
its crown. SX4 now also comes with a 1.3 litre diesel engine.

KIZASHI

Kizashi with its dynamic contours mirrors an athlete in motion and makes a
bold and powerful impression. The fine balance of elegance and sportiness
makes it a design marvel. A product of in-house engineering and designing by
Suzuki, it is India's first sports luxury sedan. Powered by a 2.4 litre
engine, the car has upscale interiors and excellent safety features provided by
the eight standard airbags.

NEW GRAND VITARA 2.4-Reloaded

40
Distinctively styled, the third generation Grand Vitara takes three decades of
Suzuki SUV heritage to the next level. The Vitara model first hit the roads in
Japan in 1988 as a 3-door part-time four wheel drive . In its second avatar, the
Vitara came armed with a stylish design, superior engineering and a new
name, the Grand Vitara.

OMNI Ab kamyabi se hai sirf omni bhar ka fasla

Omni is truly India's original MPV. Today it is available in five variants, 5

seater, 8 seater, cargo, ambulance and liquefied petroleum gas (LPG). It
meets diverse needs across different user segments and can double up both
as a people carrier and a goods carrier. It is easy on the pocket, yet tough on
the job

41
EECO Happiness family size

Be it a short trip, a picnic or a drive to the market, things are always best
enjoyed when done with the family. Eeco has a perfect mix of power, style,
space, comfort and safety that ensures you and your family have an
enjoyable experience every time. The Eeco is available as a 5-seater and a 7-
seater and in the cargo version as well.

GYPSY KING There is a gypsy in everyone

42
With superb manoeuvrability, smooth handling and raw energy, packed into
a sleek yet rugged frame, the Gypsy King is the real adventure MUV
whether ploughing through dirt tracks, climbing formidable terrain or
making way through city traffic. Maruti Suzuki is proud to support the
operations of the country's defence services with the tailor made Gypsy
King.

2.4) Market Profile of the MARUTI SUZUKI

There are Four major Competitors

Daewoo Motors India Ltd.
Hindustan Motors Ltd.
Mahindra & Mahindra Ltd.
TATA moters.
(1)Daewoo Motors India Ltd.

43
The company was first established as National Motor in 1937 in Bupyeong-
gu, Incheon, South Korea. The name was changed to Saenara Motor in
November 1962. Saenara was assembling and selling Datsuns Bluebird
P310.[1] Very first automobile company in Korea, Saenara was equipped
with modern assembly facilities, and was established after the Automobile
Industry Promotion Policy was announced by the South Korean government
in 1962.[2] Saenara Motor was then bought by Shinjin Industrial in 1965,
which changed its name to Shinjin Motors after establishing collaborations
with Toyota. After Toyota's withdrawal in 1972, Shinjin Motor started a
joint venture with General Motors under the name General Motors Korea
(GMK), but was renamed again in 1976 to Saehan Motor. GMK shortly sold
their Rekord under the GMK marque, together with the Holden Torana
based Chevrolet 1700.

(2) Hindustan Motors Ltd.

Hindustan Motors is an Indian automaker based in Kolkata, West Bengal,

India. It is part of the Birla Technical Services industrial group. The
company was the largest car manufacturer in India before the rise of Maruti
Udyog. It is the producer of the Ambassador car, widely used as a taxicab
and as a government limousine. This car is based on the Morris Oxford, a

44
British car that dates back to 1954. One of the original three car
manufacturers in India, founded in 1942 by Mr. B.M. Birla,it was a leader in
car sales until the 1980s, when the industry was opened up from protection.
Manoj Jha was the Managing Director and R.Yeshwanth. Mr.Manoj Jha
stepped down from the post on 21 February '2012.It began in Port Okha near
Gujarat, and in 1948, moved to West Bengal. The Place is now Called
Hindmotor.

(3) Mahindra & Mahindra Ltd.

Mahindra & Mahindra Limited (M&M) (BSE: 500520) is an Indian

multinational automaker headquartered in Mumbai, Maharashtra, India. It is
one of the largest automobile manufacturers by production in India and a
subsidiary of Mahindra Group conglomerate. The company was founded in
1945 in Ludhiana as Mahindra & Mohammed by brothers K.C. Mahindra
and J.C. Mahindra and Malik Ghulam Mohammed.[3] After India gained
independence and Pakistan was formed, Mohammed emigrated to Pakistan
where he became the nation's first finance minister. The company changed

45
its name to Mahindra & Mahindra in 1948.[4] It is ranked #21 in the list of
top companies of India in Fortune India 500 in 2011

(4)Tata Motors

Market Share: Commercial Vehicles 63.94%, Passenger Vehicles 16.45%

Tata Motors Limited is India's largest automobile company, with

consolidated revenues of USD 14 billion in 2008-09. It is the leader in
commercial vehicles and among the top three in passenger vehicles. Tata
Motors has winning products in the compact, midsize car and utility vehicle
segments. The company is the world's fourth largest truck manufacturer, and
the world's second largest bus manufacturer with over 24,000 employees.
Since first rolled out in 1954, Tata Motors as has produced and sold over 4
million vehicles in India.Tata Motors is the first company from India's
engineering sector to be listed in the New York Stock Exchange (September
2004), has also emerged as an international automobile company. Through
subsidiaries and associate companies, Tata Motors has operations in the

46
United Kingdom, South Korea, Thailand and Spain. Among them is Jaguar
Land Rover, a business comprising the two British brands which was
acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles
Company, South Korea's second largest truck maker. The rechristened Tata
Daewoo Commercial Vehicles Company has launched several new products
in the Korean market, while also exporting these products to several
international markets. Today two-thirds of heavy commercial vehicle
exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors
acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, and subsequently the remaining stake in 2009. Hispano's
presence is being expanded in other markets.In 2006, Tata Motors formed a
joint venture with the Brazil-based Marcopolo, a global leader in
bodybuilding for buses and coaches to manufacture fully built buses and
coaches for India and select international markets. In 2006, Tata Motors
entered into joint venture with Thonburi Automotive Assembly Plant
Company of Thailand to manufacture and market the company's pickup
vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun
production of the Xenon pickup truck, with the Xenon having been launched
in Thailand in 2008. Tata Motors is also expanding its international footprint
by franchises and joint ventures assembly operations in Kenya, Bangladesh,
Ukraine, Russia, Senegal and South Africa. With over 3,000 engineers and
scientists, the company's Engineering Research Centre, established in 1966,
has enabled pioneering technologies and products. The company today has
R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in
South Korea, Spain, and the UK. It was Tata Motors, which developed the
first indigenously developed Light Commercial Vehicle, India's first Sports
Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous
47
passenger car. Within two years of launch, Tata Indica became India's
largest selling car in its segment. In 2005, Tata Motors created a new
segment by launching the Tata Ace, India's first indigenously developed
mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata
Nano, a development which signifies a first for the global automobile
industry. Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at USD 2,200 or
Rs.100,000 (excluding VAT and transportation cost). The Tata Nano has
been subsequently launched as planned, in India in March 2009.

48
 CHAPTER 3

CUSTOMER RELATIONSHIP MANAGEMENT

49
 FEATURES OF CRM IMPLEMENTED

AT MARUTI

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer Relationship Management (CRM)

Includes the methodologies, technology and capabilities that help an

enterprise manage customer relationships. The general purpose of
CRM is to enable organizations to better manage their customers
through the introduction of reliable systems, processes and procedures.

IMPLEMENTING CRM

Customer Relationship Management is a corporate level strategy which

focuses on creating and maintaining lasting relationships with its
customers. Although there are several commercial CRM software
packages on the market which support CRM strategy, it is not a
technology itself. Rather, a holistic change in an organisation's
philosophy which places emphasis on the customer.
Management at MARUTI believes that a successful CRM strategy
cannot be implemented by simply installing and integrating a software
package and will not happen over night. Changes must occur at all
levels including policies and processes, front of house customer
service, employee training, marketing, systems and information
management; all aspects of the business must be reshaped to be
customer driven.

50
To be effective, the CRM process has been integrated with end-to-end across
marketing, sales, and customer service.

The objectives of CRM at MARUTI:-

To Identify customer success factors

To Create a customer-based culture
To Adopt customer-based measures
To Develop an end-to-end process to serve customers
To Recommend what questions to ask to help a customer solve a
problem
To Recommend what to tell a customer with a complaint about a
purchase
To Track all aspects of selling to customers and prospects as well as
customer support.

Before implementing the CRM segment the management at MARUTI did a

survey to identify what profile aspects it feels are relevant to its business,
such as what information it needs to serve its customers, the customer's past
financial history, the effects of the CRM segment and what information is not
useful. Being able to eliminate unwanted information is a large aspect of
implementing CRM systems.

51
 ARCHITECTURE OF CRM AT MARUTI

There are three parts of application architecture of CRM at maruti:

Operational CRM - automation to the basic business processes

(marketing, sales, service)
Analytical CRM - support to analyze customer behavior, implements
business intelligence alike technology
Collaborative CRM - ensures the contact with customers (phone, email,
fax, web, sms, post, in person)

OPERATIONAL CRM

Operational CRM at Maruti includes customer contact (sales, marketing and

service). Tasks resulting from these processes are forwarded to employees
responsible for them, as well as the information necessary for carrying out the
tasks and interfaces to back-end applications are being provided and activities
with customers are being documented for further reference.

Operational CRM provides the following benefits:

Delivers personalized and efficient marketing, sales, and service through

multi-channel collaboration
Enables a 360-degree view of the customer while you are interacting with
them

52
 Sales people and service engineers can access complete history of all
customer interaction with the company, regardless of the touch point .

The operational part of CRM typically involves three general areas of

business at Maruti:

Sales force automation (SFA)

SFA automates the critical sales and sales force management functions of
Maruti, i.e., lead/account management, contact management, quote
management, forecasting, sales administration, keeping track of customer
preferences, buying habits, and demographics, as well as performance
management. SFA tools are designed to improve field sales productivity.
Key infrastructure requirements of SFA are mobile synchronization and
integrated product configuration.

Customer service and support (CSS)

CSS at Maruti automates the service requests, complaints, product returns,

and information requests. The internal help desk and inbound call-center
support for customer inquiries have been evolved into the "customer
interaction center" (CIC), using multiple channels (Web, phone/fax, face-
to-face, kiosk, etc). Key infrastructure requirements of CSS include
computer telephony integration (CTI) which provides high volume
processing capability, and reliability.

53
Enterprise marketing automation (EMA)

EMA of the company provides information about the business

environment, including competitors of Maruti, industry trends, and
macroenvironmental variables. It is the execution side of campaign and lead
management. The intent of EMA applications is to improve marketing
campaign efficiencies. Functions include demographic analysis, variable
segmentation, and predictive modeling occur on the analytical (Business
Intelligence) side.
Integrated CRM software is often also known as "front office solutions." Of
Maruti, This is because they deal directly with the customer of the
company.
Maruti uses CRM software to store all of their customer's details. When a
customer calls at maruti, the system is used to retrieve and store
information relevant to the customer. By serving the customer quickly and
efficiently, and also keeping all information on a customer in one place, a the
management at Maruti aims to make cost savings, and also encourage new
customers.

54
 ANALYTICAL CRM

In analytical CRM, data gathered within operational CRM and/or other

sources are analyzed to segment customers or to identify potential to enhance
client relationship. Customer analysis typically leads to targeted campaigns
to increase share of customer's wallet. Examples of Campaigns directed
towards customers are:

Acquisition: Cross-sell, up-sell

Retention: Retaining customers who leave due to maturity or attrition.
Information: Providing timely and regular information to customers
about Maruti.
Modification: Altering details of the transactional nature of the
customers' relationship.

Analysis typically covers but is not limited to:

Decision support: Dashboards, reporting, metrics, performance etc.

Predictive modelling of customer attributes
Strategy and research.

Analysis of Customer data relates to the following analyses:

Campaign management and analysis

Contact channel optimization
Contact Optimization
Customer Acquisition / Reactivation / Retention
Customer Segmentation
Customer Satisfaction Measurement / Increase
Sales Coverage Optimization
Fraud Detection and analysis

55
 Financial Forecasts
Pricing Optimization
Product Development
Program Evaluation
Risk Assessment and Management

Data collection and analysis is viewed as a continuing and iterative process.

Ideally, business decisions are refined over time, based on feedback from
earlier analysis and decisions. Therefore, a successful analytical CRM
projects take advantage of a data warehouse to provide suitable data.

COLLABORATIVE CRM

Collaborative CRM facilitates interactions with customers through all

channels (personal, letter, fax, phone, web, e-mail) and supports co-ordination
of employee teams and channels. It is a solution that brings people, processes
and data together so company can better serve and retain their customers.

Collaborative CRM provides the following benefits:

Enables efficient productive customer interactions across all

communications channels
Enables web collaboration to reduce customer service costs
Integrates call centers enabling multi-channel personal customer
interaction

56
 Integrates view of the customer while interaction at the transaction
level

PURPOSES OF CUSTOMER RELATIONSHIP MANAGEMENT

CRM, in its broadest sense, means managing all interactions and business
with customers. This includes, but is not limited to, improving customer
service. The CRM program allows Maruti to acquire customers, service the
customer, increase the value of the customer to the company, retain good
customers, and determine which customers can be retained or given a higher
level of service. A good CRM program can improve customer service by
facilitating communication in several ways :

Provide product information, product use information, and technical

assistance on web sites that are accessible 24 hours a day, 7 days a
week.
Identify how each individual customer defines quality, and then design
a service strategy for each customer based on these individual
requirements and expectations.
Provide a fast mechanism for managing and scheduling follow-up sales
calls to assess post-purchase cognitive dissonance, repurchase
probabilities, repurchase times, and repurchase frequencies.
Provide a mechanism to track all points of contact between customer
and the company, and do it in an integrated way so that all sources and

57
types of contact are included, and all users of the system see the same
view of the customer (reduces confusion).
Help to identify potential problems quickly, before they occur.
Provide a user-friendly mechanism for registering customer complaints
(complaints that are not registered with the company cannot be
resolved, and are a major source of customer dissatisfaction).
Provide a fast mechanism for handling problems and complaints
(complaints that are resolved quickly can increase customer
satisfaction).
Provide a fast mechanism for correcting service deficiencies (correct the
problem before other customers experience the same
dissatisfaction).
Use internet cookies to track customer interests and personalize
product offerings accordingly.
Use the Internet to engage in collaborative customization or real-time
customization.
Provide a fast mechanism for managing and scheduling maintenance,
repair, and on-going support (improve efficiency and effectiveness).
The CRM can be integrated into other cross-functional systems and
thereby provide accounting and production information to customers
when they want it.

58
59
 IMPROVING CUSTOMER RELATIONSHIPS

CRM programs also are able to improve customer relationships. Proponents

say this is so because:

CRM technology can track customer interests, needs, and buying habits as
they progress through their life cycles, and tailor the marketing effort
accordingly. This way customers get exactly what they want as they
change.
The technology can track customer product use as the product progresses
through its life cycle, and tailor the service strategy accordingly. These way
customers get what they need as the product ages.
In industrial markets, the technology can be used to micro-segment the
buying centre and help coordinate the conflicting and changing purchase
criteria of its members.
When any of the technology-driven improvements in customer service
(mentioned above) contribute to long-term customer satisfaction, they can
ensure repeat purchases, improve customer relationships, increase
customer loyalty, decrease customer turnover, decrease marketing costs
(associated with customer acquisition and customer “training”), increase
sales revenue, and thereby increase profit margins.
Repeat purchase, however, comes from customer satisfaction - which in
turn comes from a deeper understanding of each customer, their individual
business challenges and proposing solutions for those challenges rather
than a "one size fits all" approach.
CRM software enables sales people to achieve this one on one approach to
selling and can automate some elements of it via tailorable marketing
communications. However, all of these elements are facilitated by or for
60
 humans to achieve - CRM is therefore a company-wide attitude as much
as a software solution.

3.1) Student Work Profile

Handling customer talking’s and maintaining company register.

Execution of home visits to the customer address along with
sales executive.
Knowledge about the finance process and the various check
points.
Pitching of the various sales promotions.
Handling the road show @ pitampura along with sales team.
Visiting customer address to resolve the complaints raised and
attaining satisfaction note from customer.
Handling of customer meet and helping in organizing the event.
Helping the team members on distribution of maruti brands visit
at the mapped transport department office to observe the vehicle
registration process.
Handling of customer complaints.
Calling to customers where payment given at the time of
booking has got dishonored.
Visit @ workshop to observe the flow of process there
Understanding the process of new number plate registration
process.

61
 Understanding the insurance renewal process and the tariff chart
with exceptions.
Handling the case for insurance claim process
Preparation of daily report in the given format
Greeting and congratulating the customer at the delivery area
Handling cases related to registration of commercial vehicles.
Handling the accessories counter along with the team members

3.2) Key Learning From Training

1. A detailed project plan agreed before project commencement helped to

achieve successful delivery
2. Rigorous and flexible use of effective project techniques that
incorporated project planning, continuous monitoring and reporting of the
progress, as well as effective resource management. Allowed project
management team to better control the entire process as well as allow for
more efficient change management
3. Shared vision contributing to creating a single purpose of vision
necessary to deploy a potent programme
4. Senior management support - a critical element. It brought in an
additional sense of importance and urgency. It also ensured that, if
delivered successfully, the entire organisation would benefit from the
project
5. Effective relationship management due to the level of collaboration
involved, effective relationship management among the stakeholders,

62
 sponsors, outsourcers and end-users cannot be over emphasised.
Managing the relationship with external outsourcing service providers
was identified as being particular important
6. Effective change management that ensured smooth inter and intra-
organisational transformation
7. Effective management of multiple stakeholders where regular meetings
with direct stakeholders were carried out to ensure that all requirements
and expectations have been met, and any conflicts between stakeholder
interests were resolved
8. Regular progress meetings which helped to evaluate stages in project
development
9. Effective and continued communication among the parties was sustained
and helped in leading to project success
10.Skilled and competent staff - the empowerment and flexibility of staff
to adapt to the new environment, helped in achieving success in the
complex IT projects.
11.User involvement - project managers should pay particular attention to
the customer side of the project delivery and ensure the continuous
involvement of end users throughout the project life-cycle

63
 CHAPTER 4

STUDY OF SELECTED RESEARCH

PROBLEM

64
4.1 )Statement of research problem

1. The present study can be extended to access the present marketing

condition of Indian automobile sector.
2. The study can be used to design a proper product, price, place and
promotional strategy for the market.
3. From the present study we can know the market share of different
products and accordingly formulated strategy to enhance it.
4. The result of marketing success can be interpreted to assess the rate of
employee satisfaction in various departments.
5. This study can be applied to find out an effective distribution channel
to enhance the sale of various products of Maruti motors.

4.2 )Statement Of Research Objective

The object of report is not only to focus on competitors but also to get the
competitive position in the national as well as international market through
customer satisfaction. These are as follows.

To discover and translate the needs and desire of customer into

products and services so as to create the demand of the product
(through planning and producing planned product).
To serve the customer through channel of distribution.
To face the keen competition.

65
 To know about the marketing strategies used by Maruti Suzuki..
To know about the marketing strategies of the competitors of Maruti
Suzuki
To find out the market share of Maruti Suzuki.
To know where Toyota stands as far as the BCG -matrix models
concerned.

4.3) Reseach design and methodology

This project depends upon the primary as well as secondary sources which
are as follows.
Primary Source:

Observation
Experiment
Talking with consumers,retailers and distributors.
Secondary Source:
Balance sheet of the company
Company website

SAMPLE SIZE AND AREAS COVERED

A customer-based survey was conducted in which 100 people were asked to

fill the questionnaire in which 50 people belong to cities of Delhi and
GURGAON. Because it was not possible to consider each and every person
of those cities or of villages so, PROBABILITY SAMPLE or RANDOM
SAMPLE was taken.

66
STATISTICAL AND PRESENTAION TOOLS

PRIMARY DATA is represented:

First classified i.e. grouped qualitatively and quantitatively according

to the situation or the type of the data which was collected.
After classifying is represented in the form of tables i.e. systematically
arranged in columns and rows.
Some of the data is also graphically represented in the form of PIE
DIAGRAM.

SECONDARY DATA is represented:

In the form of tables.

By the way of BAR GRAPHS and SUBDIVIDED BAR
GRAPHS (Graphical presentation).

67
CHAPTER 5 : ANALYSIS

68
5.1) Data Analysis

1) PERCENTAGE OF MARUTI SUZUKI OWNERS

OWNERS OF MARUTI SUZUKI

YES
24%
YES
NO
NO
76%

INFERENCE:

76% of the respondents were owners of Maruti Suzuki.

24% of the respondents were owners of others company.

69
2) CUSTOMER SATISFACTION RATING

CUSTOMER SATISFACTION

17%

SATISFIED
D IS S A T IS F IE D

83%

INFERENCE:
83% of the Respondents were satisfied with their cars and the services
of MARUTI SUZUKI
However 17% of the Respondents were dissatisfied at the same time.

70
3) PREFERENCES OF BUYING A NEW CAR

PREFERENCES OF BUYING A NEW CAR

40
30
20
10
0
TOYOTA HYUNDAI MARUTI HONDA

INFERENCE:

18% of the respondents would prefer to buy a Maruti Suzuki car

against its competitors.

37% of respondents preferred for Maruti Suzuki.

21% and 24% respectively preferred for Hyundai & Honda.

71
4 )WHERE DO YOU MANAGE TO FIND INFORMATION
ABOUT MARUTI SUZUKI.

INFORMATION ABOUT MARUTI SUZUKI

12%
DEALERS
20%
PRINT MEDIA
T.V.
55%
INTERNET
13%

INFERENCE:

Information through Internet and Print media accounts for more than
half or 75% of the information shared with the masses.

Rest 25% was shared by T.V. and Dealers for providing the
information.

72
5) MARUTI SUZUKI CARS HAS THE MOST FUEL
EFFICIENCY

FUEL EFFICIENCY OF MARUTI SUZUKI

100 78
80
60
40 22
20
0
YES NO

INFERENCE:

78% of the respondents felt that Maruti Suzuki has the most fuel
efficiency.

While 22% felt it isn’t the most fuel efficient.

73
6) THE FEATURES OF MARUTI SUZUKI AS COMPARED TO
OTHER CARS

FEATURES OF MARUTI SUZUKI

12%

8%
GOOD
10%
VERY GOOD
NOT SO GOOD
70% SATISFACTORY

INFERENCE:

70% of the respondents felt that the features of the maruti suzuki are
good.

While 8% of respondents thought it was not so good, 10% thought it

was very good and 12% felt satisfactory about the features.

74
7) THE QUALITIES THAT BEST DESCRIBES MARUTI
SUZUKI

FEATURES THAT BEST

DESCRIBES MARUTI SUZUKI
38
40
29
30
18
20 15

10

0
HANDLING FUEL DESIGN COMFORT
EFFICIENCY

INFERENCE:

Maruti Suzuki is best known for its design & comfort.

Then comes Handling and Fuel Efficiency

75
8) HOW DO YOU FIND THE INTERIORS OF MARUTI
SUZUKI

INTERIORS OF MARUTI SUZUKI

3%7%
16% GOOD
VERY GOOD
NOT SO GOOD
74% SATISFACTORY

INFERENCE:

The interiors of maruti suzuki are very good according to 74% of the
respondents.

16% said it was very good, 7% said it was satisfactory and 3% felt it
was not so good.

76
9) WHAT SHOULD BE DONE TO MAKE MARUTI SUZUKI

THE BEST CAR

WHAT SHOULD BE DONE TO MAKE

MARUTI SUZUKI THE BEST CAR
MAKE IT MORE
15 FUTURISTIC

MAKE IT MORE
10 SPORTY

GIVE IT A RETRO
60 LOOK
15
GIVE IT A
CONCEPT CAR
LOOK

INFERENCE:

To make it the best car in its class it should be made more

futuristic which was felt by 60% of the respondents.

15% of the respondents thought it should be made more

sporty.

10% wanted it to have a retro look and 15% wanted to give it

a concept car look.

77
10 ARE YOU HAPPY WITH THE AFTER SALES SERVICES

PROVIDED BY

MARUTI SUZUKI.

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY MARUTI SUZUKI

15%

HAPPY
UNHAPPY

85%

INFERENCE:

Overall 85% of the respondents were happy with the after

sales service provided by Maruti Suzuki.

15% were unhappy with maruti suzuki due to poor after sales
services provided by them.

78
5.2 summary of findings

76% of the respondents were owners of Maruti Suzuki.

83% of the Respondents were satisfied with their cars and the services
of Maruti Suzuki However 17% of the Respondents were dissatisfied
at the same time
18% of the respondents would prefer to buy a Maruti Suzuki car
against its competitors
Information through Internet and Print media accounts for more than
half or 75% of the information shared with the masses. Rest 25% was
shared by T.V. and Dealers for providing the information

78% of the respondents felt that Maruti Suzuki has the most fuel
efficiency

70% of the respondents felt that the features of the Maruti Suzuki are
good. While 8% of respondents thought it was not so good, 10%
thought it was very good and 12% felt satisfactory about the features

Maruti Suzuki is best known for its design & comfort. Then comes
Handling and Fuel Efficiency.

If Maruti Suzuki is made more affordable then it would win more

customers, a theory which was backed by 72% of the
respondents.15% and 13% respectively want cheaper spare parts and
more service stations.

79
 CHAPTER : 6

SUMMARY AND CONCLUSIONS

80
6.1 ) Summary Of Learning Experience

In the beginning of our training we give our personal introduction and

know about the background of the Maruti Suzuki.
We get knowledge of Maruti Products currently in market.
We get the knowledge about the required documents for Buying a
car.
what are the points we should remember at the time of buying a car.
We learn how to give demo to the clients.

6.2 ) Recommendations

Maruti Suzuki should adopt the defensive marketing strategy because

as being the second largest car producer in the international market,
Maruti Suzuki must at the moment carry out a feasibility study for
launching a vehicle in the domestic market where it has models like
the Wegonar and alto amongst others.
Maruti Suzuki should conduct market survey in Indian market for
quails in order to know the perception of Indian consumers.
Maruti Suzuki should adopt an offensive marketing strategy for
entering in the big car segment. This market is dominated by Maruti
Suzuki and Hyundai in the Indian domestic auto market.
Maruti Suzuki must plan out an ideal marketing producing capacity
,becaue it faces the problem of over and under capacity in case of
upturn and downturn of the market.

81
APPENDICES

82
 QUESTIONNAIRE

I am currently doing my project in MARUTI Company. As a part of my

study I am

collecting information of the existing customers to know the consumers

perception on value added services provided by MARUTI. I kindly request
you to fill the following questionnaires.

A )NAME

(B) ADDRESS

(C) CONTACT NUMBER

(D)INCOME GROUP

_________15,000-25,000 _________25, 000-50,000

_________50,000-75,000 _________Above 75,000

(1)DO YOU OWN A CAR?

o YES NO
IF YES, THEN WHICH ONE?
(i)TOYOTA (ii) HYUNDAI (iii) MARUTI

(2)HOW SATISFIED ARE YOU WITH THE SERVICES

OFFERED BY MARUTI SUZUKI ?
(i)SATISFIED (ii) DISSATISFIED

83
(3)IF SATISFIED, THEN ARE YOU HAPPY WITH THEIR
CHARGES AND TIMELY DELIVERY THEY WERE
OFFERING?
(i)HAPPY (ii) UNHAPPY

(4)IF GIVEN A CHOICE TO CHOOSE A CAR COMPANY,

WHICH COMPANY WOULD YOU CHOOSE?
(i) TOYOTA (ii) MARUTI (iii) HYUNDAI

(5)WHERE DO YOU MANAGE TO FIND INFORMATION

ABOUT MARUTI SUZUKI?
(i)DEALERS (ii) PRINT MEDIA
(iii)T.V. (iv)INTERNET

(6)DO YOU THINK MARUTI SUZUKI HAS THE MOST FUEL

EFFICIENCY?

(i)YES (ii) NO

(7)HOW DO YOU FIND THE FEATURES OF MARUTI

SUZUKI AS COMPARED TO OTHER CARS?
(i)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (iv) SATISFACTORY

(8)WHICH OF THESE QUALITIES DO YOU THINK BEST

DESCRIBES MARUTI SUZUKI?

84
 (i)HANDLING (ii) FUEL EFFICIENCY
(iii)DESIGN (iv)COMFORT

(9)HOW DO YOU FIND THE INTERIORS OF MARUTI

SUZUKI?
(i)GOOD (ii) VERY GOOD
(iii)SATISFACTORY (iv) NOT SO GOOD
(10) ACCORDING TO YOU WHAT SHOULD BE DONE TO
IMPROVE MARUTI SUZUKI ?

(i) MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS
(11) ACCORDING TO YOU WHAT SHOULD BE DONE TO
MAKE MARUTI SUZUKI THE BEST CAR?

(i)MAKE IT MORE FUTURISTIC

(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

(12) ARE YOU HAPPY WITH THE AFTER SALES SERVICES

PROVIDED BY MARUTI SUZUKI?
(i)YES (ii) NO
(iii) HAPPY BUT IT CAN BE BETTER

85
BIBLIOGRAPHY

Books:

Kotler Philips, Marketing Management: 30th Edition

Chabra T.N., Marketing management 2005

C.B. Gupta, Marketing management 2006

Magazines

Business standard Motoring May 2008 edition

Forbes India Magazine

Internet:

www.google.com

www.marutisuzuki.com

www.yahoo.com

www.wikipedia.com

86