A SUMMER TRAINING PROJECT REPORT ON “CUSTOMER SATISFECTION OF TATA MOTORS” TATA. FATA MOTORS Submitted As partial fulfillment for the award of MASTER OF BUSINESS ADMINISTRAT CORPORATE GUIDE SUBMITTED To Mr. Anurag Pandey MR RAJENDRA TIWARI (HR Manager) (HOD) SUBMITTED BY: ABHISHEK KUMAR ROLL NO. 1864170001(M.B.A.) 38° ASHOKA INSTITUTE OF TECHNOLOGY & MANAGEMENT VARANASI, PAHARIA SARNATHDECLARATIONDECLARATION I ABHISHEK KUMAR(ROLL No. 1864170001), hereby declare that this project entitled "CUSTOMER SATISFECTION ™ is a bona-fide record of research work done by me, in partial fulfillment of the requirements for the award of MBA from ASHOKA INSTITUTE OF TECHNOLOGY AND MANAGEMENT VARANASI and has not been published anywhere else prior to this. (ABHISHEK KUMAR)ACKNOWLEDGEMENTACKNOWLEDGEMEN It is indeed a moment of immense gratefulness for me to express my deepest gratitude to SUYASH MOTORS for providing me an opportunity to carry out internship into their company. T also take this moment to express my gratitude to MRRAJENDRA TIWARI HR manager of the SUYASH MOTORS under whose guidance I could conduct my summer training on- “CUSTOMER SATISFECTION”™ Jam highly indebted and thankful to each and every person who devoted valuable time out of their busy schedule to fill-up the questionnaire in the time. I am also thankful to our faculty and classmates for their suggestion and support to undertake this work and also during the course of study.PREFACEPREFACE The M.B.A program is well structured and integrated course of business studies. The main objective of practical training at M.B.A level is to develop skill in student by supplement to the theoretical study of business management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. It provides student a fundamental knowledge of business and organizational functions and actives, as well as an exposure to strategic thinking of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed to such subjects when we get the training in the organization. Through the training I came to know that what an industry is and how it works. I learned about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of MB.A and each and every student has to undergo the training for 45 days in a company and then prepare a project report on the same after the completion of training.TABLE OF CONTENTParticulars Introduction: History of the company Profile of the organization Mission and Vision of Company ‘About the Topic Objective of the study Scope of the study Research methodology Sample design SWOT analysis Data interpretation and analysis Findings Suggestion Limitation Recommendation Bibliography AnnexurePART -1INTRODUCTION‘RODUCTIO: India is an emerging country with huge potential. The domestic economy is now growing at around 9-10% per annum and India’s importance in global terms is being reinforced by rapidly rising exports and domestic consumption. At a time when numbers of a slowdown and overheating in the Indian economy have started gaining momentum, the Indian rupee sprang a surprise by pushing the GDP figure past the trillion-dollar (42.00,000 crore) mark. The automotive industry is at the centre of India’s new global dynamic. The domestic market expanding rapidly as incomes rise and consumer credit becomes more widely available. Manufacturer's product lines are being continually expanded, as is the local automotive manufacturing base, Expectation are high that India can develop as a global hub for vehicle manufacturers and as an outsourcing center that offers the global automotive industry solution high up the automotive value chain. India eyes 25 million automotive jobs + India's GDP is set to double over the next decade + In percentage terms, the automotive industry's contribution should also double. + In dollar terms, the sector's contribution is set to quadruple to some $145bn. The automobile industry in India accounts for a business volume of $45 billion and has the potential to grow much faster both through Indian as well as international manufacturers who have established huge facilities in the country With the world’s second largest and fastest-growing population, there is no denying India’s potential in both economic and population terms and the effect it will have on the auto industry in the years to come The country is already off to a good start, with a well-developed componentsindustry and a production level of 1 million four-wheeled vehicles a year, plus a further 5 million two- and three-wheelers The implications, market drivers and scope of a future massive Indian vehicle market are covered in the India Strategic Market Profile. a brand-new forecast of Indian automotive and related activity to 2020. Based on Max Pemberto's unique relational long-term forecasting model, it forecasts car and CV sales, demographics, materials usage, auto industry employment, and explains their inter- year of healthy growth in auto industry INDUSTRY GROWTH: Growth Enablers Industry Volume Sales (including Exports), Robust GOP and lIP growth 2,095,824 423% Strict implementation of the Overloading ban 1,710,289 432 Reduction in excise duties favoring ‘Small car’ segment (Growth impediments » Sharp Interest rato hike in the last four months of the fiscal » Significant inflationary pressuresFuture of the Automobile in the Economy: In coming years, Indian Automobile Industry has Tremendous Potential to Grow Influenced by Many Demand Drivers India’s Urbanlzation stil in Ina stagos Sauce: Col Sac Orns 650) ‘evelopment + USD 40 bn earmarked for development of 51,000 kms of roads by NHAI + In addition, USD 30 bn Rural connectivity program called Pradhan Mantri Gram ‘Sadak Yojana (PMGSY) Is also underway US based consultancy, keystone predicts that India will become world’s third largest automobile market by 2030. Overall size expected to exceed 20 million with compounded annual growth rate of over 12%.INDIA THEN & NOW In 1983: © Number of brands 2 + Number of models 2 In 2012: Number of brands 3 + Number of models 70HISTORY OF THE COMPANY eT ONIN Bee tec Tata Motors launches its first truck in collaboration with Mercedes- Benz. Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nussarwanji Tata and J. Baker, The company was established in 1945 as a locomotive manufacturing unit and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany2.TATA Indica The first generation Tata Indica After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier ‘Tata Mobile’ (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous passenger car of India. Though the car was initially panned by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry. A newer version of the car, named Indica V2, was a major improvement over the previous version and quickly became a mass-favourite A badge engineered version of the car was sold in the United Kingdom as the Rover City Rover Tata Motors also successfully exported large quantities of the car to South Africa The success of Indica in many ways marked the rise of Tata Motors3. TATA Brads DAEWOO ACQUISITION Tata Novus is one of the best selling commercial trucks in South Korea. With the success of Tata Indica, Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons behind the acquisition were: * Company’s global plans to reduce domestic exposure. The domestic commercial vehicle market is highly cyclical in mature and prone to fluctuations in the domestic economy. Tata Motors has a high domestic exposure of ~94% in the MHCV segment and ~84% in the light commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales of the company are at the merey of the structural economic factors, it is increasingly looking at the international markets. The company plans to diversify into various markets across the world in both MHCV as well as LCV segments To expand the produet portfolio Tata Motors recently introduced the 23MT GVW Tata Novus from Daewoo’s (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This was mainly to cater to the international market and also to cater to the domestic market where a major improvement in the Road infrastructure was done through the National Highway Development Project Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck and buses namely, GloBus and Star Bus. HISPANO CARROCERAHispano Divo at the 2008 FIAA in Madrid In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors became acquired 21% stake in Hispano Cartocera SA, Aragonese bus mamufacturing company giving itcontrolling rights of the company. JAGUAR CARS AND LAND ROVER After the acquisition of British Jaguar Land Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names Tata Motors became a major player in the international automobile market On 27 March 2008, Tata Motors reached an agreement with Ford to purchase their Jaguar and Land Rover operations for US$2 billion. The sale was completed on 2 June 2008 Tata has gained the rights to the Daimler, Lanchester, and Rover brand names. In addition to the brands, Tata Motors has also gained access to 2 design centers and 3 plants in UK. The key acquisition would be of the intellectual property rights related to the technologies. JOINT VENTURESTata Marco Polo released this low-floor bus in India and now it is widely used as public transport In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors acquired 21% stake in Hispano Carrocera SA, Aragonese bus manufacturing company and introduced its highend inter-city buses in the country 10 Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A. a Brazil-based global leader, lead by Brian Behrle, in bus body building. This joint venture is to manufacture and assemble fully-built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design. CORE VALUE OF TATA At the Tata Group our purpose is to improve the quality of life of the communities we serve. We do this through leadership in sectors of national economic significance, to which the Group brings a unique set of capabilities “? FIVE CORE VALUES The Tata Group has always sought to be a value-driven organization. These values continue to direct the Group’s growth and businesses. The five core Tata values underpinning the way we dobusiness are: Integrity: We must conduct our business fairly, with honesty and transparency Everythingwe do must stand the test of public serutinyUnderstanding: We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve. Excellence: We must constantly strive to achieve the highest possible standards in our day-today work and in the quality of the goods and services we provideand mutual cooperation Responsibility: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over 21PROFILE OF THE ORGNIZATIONTATA Leadership with trust Tata is a rapidly growing business group based in India with significant international operations. Revenues in 2007-08 are estimated at $62.5 billion (around Rs251,543 crore), of which 61 per cent is from business outside India. The Group employs around 350,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics The business operations of the Tata Group currently encompass seven business sectors: communications and information technology, engineering, materials. services, energy, consumer products and chemicals The Group’s 27 publicly listed enterprises have a combined market capitalization of some $60 Dillion, among the highest among Indian business houses, and a shareholder base of 3.2 million. The major companies in the Group include Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications The Group's major companies are beginning to be counted globally. Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata Motors is among the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading global software company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest branded tea company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s second largest manufacturer of soda ash. Tata Communications is one of the world’s largest wholesale voice carriersIn tandem with the increasing international footprint of its companies, the Group is also gaining international recognition. Brand Finance, a UK-based consultancy firm, recently valued the Tata brand at $11.4 billion and ranked it 57th amongst the Top 100 brands in the world Business weekranked the Group sixth amongst the World's Most Innovative Companies. And the Reputation Institute, USA, recently rated it as the World’s Sixth Most Reputed Firm. Founded by Jamsetji Tata in 1868, the Tata Group’s early years were inspired by the spirit of nationalism. The Group pioneered several industries of national importance in India: steel, power, hospitality and airlines. In more recent times, the Tata Group’s pioneering spirit has been showcased by companies like Tata Consultancy Services, India’s first software company, which pioneered the international delivery model, and Tata Motors, which made India’s first indigenously developed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata Nano, for commercial launch by end of 2008. The Tata Group has always believed in returning wealth to the society it serves Two thirds of the equity of Tata Sons, the Tata Group’s promoter company, is held by philanthropic trusts which have created national institutions in science and technology, medical research, social studies and the performing arts The trusts also provide aid and assistance to NGOs in the areas of education healthcare and livelihoods Tata companies also extend social welfare activities to communities around their industrial units. The combined develop men related expenditure of the Trusts and the companies amounts to around 4 per cent of the Group’s net profits Going forward, the Group is focusing on new technologies and innovation to drive its business in India and internationally. The Nano car is one example, as is the Ekasupercomputer (developed by another Tata company), which in 2008 is ranked the world’s fourth fastest. TheGroup aims to build a series of world class, world scale businesses in select sectors, Anchored in India and wedded to its traditional values and strong ethics, the Group is building a multinational business which will achieve growth through excellence and innovation, while balancing the interests of its shareholders, its employees and wider societyMISSION AND VISION OF COMPANYMission and Vision TATA MOTORSCommercial Vehicle Business Unit (CVBU)Our Vision. To be a world class corporate constantly furthering the interest of all its stakeholders. Our MissionShareholders: To consistently create shareholder value by generating returns in excess of WeightedAverage Cost of Capital (WACC) during the upturn and at least equal to Weighted Average Cost of Capital (WACC) during the downtun of the business eyele. Customers: To strengthen the Tata brand and create lasting relationships with the customers byworking closely with business partners to provide superior value for money over the life cycle Employees: To create a seamless organization that incubates and promotes innovation, excellence andthe Tata core values. Vendor and Channel Partners: To foster a long-term relationship so as to introduce a broad range of innovative products and services, that would benefit our customers and other stakeholders. Community: To proactively participate in reshaping the country’s economic growth To take a holistic approach towards environmental protection Passenger Car Business Unit (PCBU) Vision To develop TATA into a world class Indian car brand for innovative and superior value vehicles. World class in:- The Tata Motors Group's over 60,000 employees are guided by the mission "to be passionate inanticipating and providing the best vehicles and experiences that excite our customers globally." With over 4,500 engineers, scientists and technicians the company's Engineering Research Centre,established in 1966, has enabled pioneering technologies and products. The company today has R&Deenters in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.ABOUT THE TOPICAbout the Topi (Customer satisfaction is a term frequently used in marketing, It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as, ‘the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals, ‘The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language in Marketing Project. In a survey of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction metric very useful in managing and monitoring their businesses. It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy "Customer satisfaction provides a leading indicator of consumer purchase intentions and loyalty." "Customer satisfaction data are among the most frequently collected indicators of market perceptions. Their principal use is twofold:" ‘Within organizations, the collection, analysis and dissemination of these data send a message about the importance of tending to customers and ensuring that they have a positive experience with the company’s goods and services. Although sales or market share can indicate how well a firm is performing currently satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will make futher purchases in the furure, Much research has focused on the relationship between customer satisfaction and retention, Studies indicate that the ramifications of satisfaction are most strongly realized at the extremes."PRODUCT PROFILE 1. Multi Utility Vehicles TATA SUMO GRANDE Feature: ENGINE :2179 ce, 16 valve DICOR MAX POWER :118bhp@4000rpm. MAX TORQUE :2502m@1500-3000rpm. GEAR :5 speed manual SUSPENSION : FRONT-indepndent.Double wishbone with coil springs REAR -Parabolic leaf springs BRAKES : FRONT-Vacuum assisted independent hydraulic dise REAR -Drum LENGTH : 4421 mmWIDTH :1780 mm HEIGHT :1940 mm GROUND CLEARANCE :180 mmWHEELBASE :2: KERB WEIGHT :1940 mm Features: Displacement: 2179ce, DOHC, VTT, DiCOR Engine Type: Diesel Maximum Power: 140 Bhp @ 4000 rpm Maximum Torque: 320 Nm @ 1700 pm Length: 4650 mm Width: 1918 mm Height: 1925 nun Seating Capacity: 3 Tyre Size: 235/70 RIG 1058, Suspension: Ind Double Wishbone with Torsion bar Boot Space: 981.00 Irs. Steering: PowerBrakes: Gears: Ground Clearance: Kerb Weight: Fuel Tank: Body Color Bumpers: Tachometer: Alloys: ORVM Indicator: Xenon Headlamps: Trip Meter: Headlamp Washer: Airbag: Front Ventilated, Rear Disk 5 Manual 195.00 mm 2040.00 kas, 65.00 v v Features: TATA SUMO VICTA 32Model Sumo Victa Body Type Station wagon / estate Number Of Doors Seating Capacity Fuel Capacity Dimensions 65 Litres Length 4505 mm Width 1726 mm Height 1976 mm. Wheelbase 2400 mm Ground Clearance 160mm Minimum Turing Radius 49m Weight Kerb Weight Engine Type 1948 ce diesel engine Number Of Cylinders 4 Displacement 1948 ce ‘Transmission Manual Max. Power 90 PS @ 4300 1pm Max. Torque 19 kgm @ 2500 rpmSuspension Front Suspension Independent Rear Suspension Parabolic leaf springs Brake Disc Drm Power steering Tyre Size 215 R 15 Radial 2.Passenger Cars TATA INDICA VISTA Feature: ‘Overview | Make [Fata‘Model Body Type ‘Number Of Doors Seating Capacity Dimensions Length Width Height Wheelbase Ground Clearance Engine Type ‘Number of Cylinders Displacement ‘Transmission ‘Max. Power Max. Torque Suspension Indica Vista |Hatchback 5 3795 mm 1695 mm 50 mm. 2435 mm 165 mm. ‘Direct Injection Common Rail Turbo-charged Inter- cooled (petrol) Quadrajet — Diesel Turbo Diesel Injection - Diesel 4 1172ce (Petrol Safire) 1248ce (Quadrajet Diesel) 1405ce Turbo Diesel Injection (TDi) Manual (65 bhp @ 5500 1pm (Petrol Safire) 75 bhp @ 4000 rpm (Quadrajet Diesel) 71 bhp @ 4500 rpm (TDi) 96 Nun @ 3000 spm (Petrol Safixe) 190Nm 35 Nm ¢ @ 1750 rpm (Quadrajet Diesel) (00 rpm (TDi)Front Suspension ‘McPherson Strut Rear Suspension Semi independent coil Brakes Front Dise Rear Drum TATA NANO Features:- Ttems/Variants ‘Nano Nano CX, Nano LX AC with Heater - Yes Yes Front Power Windows - : Yes Cup Holders in Front Console - : Yes IRVM Plain Plain Antiglare High End Gear Shift Console Basic Basic Console with Provision for 36Magazine and coin Holder on all doors ‘Map pocket Integral with Driver & Codriver Seat Front Seat Headrests. Rear Seat Headrests Sunvisor on Driver & Passenger side Driver Seat with Slider Passenger side Seat with Slider Front assist grips Rear assist grips Head lamp levelling Low Fuel Warming Lamp Rear Seat Folding Intrusion beam Radial Tubeless tires Base Model Plus Air Conditioner Fabric pocket Integrated Yes Yes Integral feature through innovative suspension design Yes Yes Integral feature through innovative door system design Yes Comparison Maruti 800 M800 Std M800 AC Mobile Charger Cigarette lighter Moulded Door Trim Separate plastic trim Fabric pocket Integrated Integrated Integrated (With Integrated (With Nap Rests) Nap Rests) Yes Yes Yes (With ‘Yes (With, Recliner) Recliner) Yes (With Yes (With Recliner) Recliner) Yes Yes Yes Yes Integral feature Integral feature through through innovative innovative suspension suspension design design Yes Yes Yes Yes Integral feature Tntegral feature through through innovative door innovative door system design system design Yes Yes Alto Santro Alto Santro Non-AC AltoLN/LXi | Santo GL/GLSPlus Heater Plus Tinted Glasses Fully Loaded Plus Front Power Windows Plus Body Colored Bumper.Door Handle & ORVM Plus Central Locking Plus Front & Rear Fog Lamp Length Width Height Engine Capacity Power Fuel Injection Fuel Type Body Type Seating Capacity Mileage Top Speed Emission Norms Safety Noms Feature Not Alto LX/LXi | Santro GLIGLS Available M800AC_ | AltoLX/LXi | Santo GL/GLS ‘Mg00 AC Alto LXi Santro GLS Feature Not Feature Not Available Available Santro GLS 5 Santro GLS (Only Nano Lx | FeatueNot | Feature Not | S33nO CTS (Ol Available Available . Bumper) Feature Not Feature Not NanoLX | “available | Available Santro GLS Sano LX | Feature Not | Feature Not Sot Ave NanoLX | "\itable. Available. Feattre Not Available Technical Specifications 3099 metres Multi Point Fuel Injection (MPFI) Petrol, diesel versions Sheet Metal 4 Four) Kump! (City drive) 16 Kmpl (Highways) 105KM Euro-IV, Bharat Stage-III compliant Frontal Crash TestedVersions Compression ratio Power to weight ratio Acceleration Transmission Gearbox Suspension Front Suspension Rear Brake Type Front Brake Rear Brake Tyre Type Front Tyre Size Rear Tyre size Min. Tuming circle radius Ground Clearance Fuel Tank Capacity Battery Position One Standard and Two Deluxe 97 0.58 0-60 kauph: 8 sees ‘synchromesh on all forward gears,i; sliding mesh on reverse gear with overdrive on 4th gear 4 forward speeds, 1 reverse, all forward gears synebronized Independent mepherson strut, shock absorber Semi trailing arm, coil spring with gas filled shock absorber Dual Circuit, Vertical Split operated by tandem master eylinder 180 mm drum, 180 mm drum Radial & Tubeless 135/70 R12 155/65 R12 4 meters 180 mm 15 Litres Semi sealed under the driver's seat 39Name: Model: Car Body Segment Top Speed: Fuel Consumption: Highway Fuel Consumption City Warranty FOR FIATLE Features: Linea Diesel Emotion Sedan. C+ Segment 168 18.00 mpl. 14.00 kmpl NIA VERDICT Superb Looks Feature Rich Reasonably Priced 40AGAINST Displacement Engine Type: Maximum Power Maximum Torque: Length: Width: Height: Seating Capacity Tyre Size Suspension’ Turing Circle: Boot Space: Steering Brakes: Gears’ Ground Clearance: Kerb Weight Fuel Tank Body Color Bumpers: ‘achometer Alloys: Fiat's Poor Reputation 1248ce, Multijet, 4 eylinders, Diesel. 93 Bhp @ 4000 rpm. 209 Nm @ 2000 pm 4560 mm 1730 mm 1487 mn 195/60 RIS Double acting Telescopic Dampers & Stabilizer Bar 5.55 mtrs, 500.00 lus. Power Front Disk, Rear Drum 5 Manual 161.00 mm 1291.00 kgs. 45.00ORVM Indicator Xenon Headlamps Trip Meter Headlamp Washer Airbag Parking Sensors Fog Lamp: Traction Control: EBD: ABS: Rear Seat Belts: EIAT PUNTO Features:- Punto 14 Dynamic Hatchback Name: Model Car Body Type:Segment Top Speed: Fuel Consumption Fuel Consumption: City Warranty Displacement Engine Type Maximum Power Maximum Torque: Length Width: Hei Seating Capacity Tyre Size’ Suspension Turning Circle: Steering: Brakes: Gears: Kerb Weight Fuel Tank: Body Color Bumpers: Tachometer Alloys: ORVM Indicator Xenon Headlamps: Trip Meter Headlamp Washer 15.00 kmpl. 12.00 kmpl. 2 Years Unlimited Mileage 1368ce, 16 Valve, DOHC, FIRE Petrol 90 Bhp @ 6000 1pm 115 Nm @ 4500 rpm 3987 mm 1687 mm 1495 mm 165/80 R14 Independent McPherson Struts, Teles Stabiliser Bar 5.40 mtr. Power Front Disk, Rear Dram 5 Manual 1145.00 kgs. 45.00 v vLength (mm) Width (um) Height (mm) Wheelbase (mm) Kerb Weight (kes) FIAT PAILO Features:- Dimensions & Weight 3827 1620 1440 Seating Capacity Model Designation Valves per Cylinders Configuration Displacement (cc) Front Engine Petrol 4 Cylinder FIRE SOHC, 2 Valves SOHC 1108 Suspension Independent McPherson strutRear Brakes Type Front / Rear Brakes Tyres Type Wheels Fuel Tank Performance Max. Horsepower (psitpm) Max. Torque (kg, m/rpm) Steering Steering Type Torsion axle, coil springs, stabilizing bar and telescopic dual effect shock absorbers, Rack & Pinion Power Steering Ventilated Dises/ Drum, Self adjusting Type Tubeless 165/80 R 13 S0BX13 rpm 92.Nm @ 2750 spm Rack & pinion Power AssistedINDIAN AUTOMOTIVE PLAYERS: OVERVIEW OF THE PLAYERS IN THE INDIAN INDUSTRY The Indian auto industry is highly competitive with a number of global and Indian auto companies present. Hence, we have conducted an Inter company analysis of Tata with Mahindra and Mahindra and Maruti Udyog, to get an idea of the company’s position (operation and profitability) vis a vis its competitors. INTER COMPANY ANALYSIS: Key Players in the Indian auto industry — Passenger Cars | _ ED BEN icoxesn TTA ~—s uyunpAl ee Count onus TATA MOTORS Drive your way GD Mahindra TOYOTA rw) Qo HONDADIRECT COMPETITORS OF TATA MOTORS Tata motors is the flag bearer of the Indian manufacturing industry , being the first Indian manufacturing company to have its own indigenonsly manufactured passenger car and being the first to make forays into the global market . It is a showease for the whole industry with world class process management techniques being incorporated . But inspite of all this Tata motors have not been able to make a dent in the global market , neither in the passenger car market and nor in the heavy commercial vehicles market. Although it holds the 2nd position in the passenger car market in India, its increasingly feeling the heat from global competitors like Hyundai , Suzuki ete.in the domestic market too © Suzuki: Suzuki through its subsidiary, Maruti Suzuki in the Indian market may also be alarming. Maruti has aggressively launched family cars to undermine the Tata models Hyundai: The Indian subsidiary of the Korean auto major, Hyundai Motor India is currently on an expansion mode and the company is planning to expand its capacity and launch new models to maintain its share of around 20 per cent in the growing Indian passenger car market. Hyundai Motors have high sale of il0 & i20. Park also pointed out the fact that the Korean auto major has plans to launch new models with technology that models sold by competition do not have, Hyundai Motors India said that the company is focusing is on the domestic market as the demand is increasing. The officials of the company also said that the ratio of domestic sales to exports for this year will be 58:42 Mahindra and Mahindra: JV with ITEC, North American leader in heavy trucks. M&M has formed a 51:49 JV called Mahindra International with ITEC 47USA (parent Navistar International), to manufacture commercial vehicles and to bolster its position in the CV business. ITEC is the leader in medium and heavy trucks and buses in North America, and is the world’s largest manufacturer of medium-duty diesel engines. Mahindra International aims to have a presence across the CV market (6-35 tonnes GVW) with variants of passenger transport, cargo and specialised load applications and is likely to start producing medium/heavy commercial vehicles from FY09. COMPANY POSITION OF TATA MOTORS After more than two years, Tata Motors has dislodged Korea’s Hyundai Motors in India from the second spot in monthly domestic passenger vehicle sales. The spurt in Tata’s June numbers has primarily been due to a dramatic increase in sales of the Nano, after the mother plant at Sanand in Gujarat went onstream last month, as well as a surge in that of the Indigo. Tata Motors’ domestic sales went up by 63.2 per cent in June, with the company selling 27,811 units compared with 17,039 in the same month last year. Hyundai saw its car sales grow by 18.9 per cent, selling 27,366 units. Sales of the Nano, the much-reported small car of Tata, more than doubled from an average of 3,500 units in recent months to 7,704 in June, pushing up overall numbers. The Indigo range recorded sales of 7,502 units, growth of 113 per cent over June last year, when 3,522 units were sold A Tata Motors” spokesperson said: “Going forward, our expectation would be to maintain the No 2 position in the industry. Analysts said Tata would be able to sustain its growth in sales. “The newly-created Nano segment has huge opportunities and, therefore, Tata Motors is likely to sustain its numbers because of the higher volumes it will generate,” said Abdul Majeed, national head of automotive practice in PricewatethouseCoopersHowever Hyundai executives said that as they made only passenger cars, unlike utility vehicles made by Tata such as the Sumo, the comparison should be only within the former category where the Korean major is still No 2 Sco Am ae bron Maruti Tata Motors Hyundai M&M* GM India Ford India Toyota Kitloskar Honda Siel Fiat India SkodaAuto India Total 61,773 72,812 179 17.039 27,811 63.2 23.016 27,366 18.9) 18,154 17,573 32 4492 9,539 112.0 1,982 7,269 267.0 4,367 6,180 42.0 5,048 4,595 8.9 2,474 2,137 -13.6 1145 1,638 43.0 139,490 176,920 26.8 Others are more sceptical of a Tata lead. “While Nano numbers are the pre-sold orders and the company is only accelerating the deliveries from its new plant, we need to wait and watch for at least a quarter to see if it is sustainable. Moreover Tata’s will need more products in the passenger car category to remain ahead of Hyundai in the long run,” said Rakesh Batra, national head (automotive practice),Ernst & Young. More, as Hyundai would be launching a small sub-Santro car whose date of launch has not been disclosed. Buoyed by a spurt in demand, the overall passenger vehicles’ market continued its steady growth, with sales up by 26.8 per cent in the month. As many as 176,920 units were sold by leading auto companies (see chart). Maruti Suzuki continued to be in the top spot, selling 72,812 units, much ahead of the competition, a growth of 17.9 per cent. “The growth in June is extremely high as you must remember the base was very high last year in June,” said R C Bhargava, chairman of Maruti Suzuki, “The fundamentals of the economy are good and demand is picking up on the back of new models. The industry is expecting an annual growth of 12 per cent in 2010-11" Many of the new car models have helped their companies to show good numbers. GM India saw its sales go up 112 per cent in June, thanks to growing demand for its recently launched Beat, which sold 3,415 units. Ford India has a three-month waiting list for its small car, the FigoPART 2Objective of study To identify the factor that influence the customer satisfaction. To analyze after sales service of car To study the opinion of the owners of car's regarding its features like mileage, price ete To study the customer satisfaction levelCOPE OF THE STUDY The present study can be extended to access the present marketing condition of Indian automobile sector The study can be used to design a proper product, price, place and promotional strategs for the market. From the present study we can know the market share of different products and accordingly formulated strategy to enhance it The result of marketing success can be interpreted to assess the rate of employee satisfaction in various departments This study can be applied to find out an effective distribution channel to enhance the sale of various products of Tata motors.RESEARCH METHODOLOGYMeaning of Research Research is a common parlance refers to a search for knowledge. Oue can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advance Learner’ Dictionary of current English lays down the meaning of research as “A careful investigation or inquiry especially through search for new facts in any branch of knowledge.” Redman and Mory defines research as a "Systematized efforts to gain new knowledge.” Some people consider research as a movement, a movement to from the known to unknown. It is actually a voyage of discovery. We possess the vital instinct of inquisitiveness for, when the unknown confionts us, we wonder and our Inquisitiveness make us probe and attain full and fuller understanding of the unknown.RESEARCH DESIGN The research design is the determination and statement of general research approach of strategy adopted for the particular product. It is the heart of the planning which the design adheres to the research objected which will ensure that the needs will be served. My study is based on Descriptive Research as it is invested to produce accurate descriptive of various relevant to the decision faced without demonstrating that some relationship exist within variable. It is used to measure the behavior variables of people of subject who are under the study, The research undertaken was descriptive research in nature. The emphasis was made to understand the nature and the expectations of the customers.SAMPLESAMPLING TECHNIQUES The type of sampling that was carried out was probability (convenience) sampling due to limited resources available. Innot probability sampling, Ihave chosen RANDOM sampling. Because this was best sampling method to do market survey. On the other aspect, to cover all consumers in Varanasi was easy task SAMPLE SIZE The total number of these selected persons is called sample size. In this case, study sample units 100DATA COLLECTION METHOD COLLECTING THE DATA > Primary data > Secondary data Primary data: Through survey researcher obtains primary data directly fiom the Reader through follow: method. > Questionnaires:- Research’s instrument is questionnaires for collecting the primary data. This is very common and flexible instrument Secondary data: > Through Company Profile > Through Newspapers >» Through MagazinesSWOT ANALYSIS FOR TATA MOTORSSTRENTHS The company is the world's fifth largest medium and heavy commercial vehiclemanufacturer. Tata Motors is the first company from India's engineering sector to be listed in the York Stock Exchange (September 2004), The company has made major mergers and acquisitions in the recent past viz Ford and Land Rover (U.K.), Daewoo commercial vehicles company (Korea), The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, Australia, South East Asiaand South Asia It has assembly operations in Malaysia, Kenya, Bangladesh, Spain Ukraine, Russia and Senegal WEAKNESSES There is a need for more service stations for its authorized dealers. The recent mergers and acquisitions were too expensive ‘Maintaining the good quality product at a comparatively low cost is becomingtough for the company. OPPORTUNITIES: There has been a contintions increase in the exports of both commercial and passenger vehicles of Tata Motors, Government has provided the companies with SEZ’s and EEZ’s with flexible policies and also providing concessions for manufacturing plants meant for export. Though the urban market has been penetrated, the rural market is still open for penetration. The average annual income of people in India has increased which ensures the demand for both passenger and commercial vehicles. THREATest threat for the company is the increasing prices of the raw material, most important among them is steel The interest rate on vehicle loans has been increased by the government several times during the past few years which has lead to fall in the demand. Since the government has allowed 100% FDI in automobile sector lot of foreign players have entered into the Indian automobile sector e.g. Hyundai, Toyota There is also a rise in the number of domestic competitors in the recent years.21 62DATA ANALYSIS AND INTERPRETATIONDATA ANALYSIS AND INTERPRETATION QI What is the Percentage of Tata owners? INTERPRETATION: TATA OWNERS > 24% of the respondents were owners of TATA, > 76% of the respondents were owners of Others.Q2 What is the Rating of Customer Satisfaction ? INTERPRETATION: ‘SATISFIED DISSATISFIED CUSTOMER 83% 17% SATISFACTION “83% of the Respondents were satisfied with their cars and the services of TATA + However 17% of the Respondents were dissatisfied at the same time CUSTOMER SATISFACTION SATISFIED @ DISSATISFIED.Q3 What is the Prefrence of Buying a new car ? ERPRETATIO! Sr.No Preference of buying New Car Company 1 | TATA | 18% 2 HYUNDAI 21% 3. MARUTI 37% 4 HONDA 24% + 18% of the respondents would prefer to buy a Tata car against its competitors. 4 37% of respondents preferred for Maruti. % 21% and 24% respectively preferred for Hyundai & Honda, 66PREFERENCES OF BUYING A NEWCAR 40 30 20 10 HYUNDAI = MARUTI HONDA, Q4What is the features of Tata as compared to other cars ? INTERPRETATION: SATISFACTION LEVEL | %AGE OF RESPONDENT Goop 70% VERY GOOD 10% NOT SO GOOD 8% SATISFACTIORY 12% 70% of the respondents felt that the features of the Tata 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.FEATURES OF TATA GOOD mVERY GOOD MINOT SO GOOD COSATISFACTORY QsWhat is the Quality that best describes Tata? INTERPRETATIO! Sr.No. FEATURES PERCENTAGE 1 HANDLING 15% 2 FUEL EFFICIENCY 18% 3. DESIGN 38% 4. COMFORT 29% + Tata is best known for its design & comfort. ‘ Then comes Handling and Fuel Efficiency FEATURES THAT BEST DESCRIBES TATA 68Q6What should be done to improve TATA? ERPRETATIO! Sr.No. | FEATURE TO IMPROVE TATA, %AGE 1. | MAKE IT AFFORDABLE 2% 2. | CHEAPER SPARE PARTS 15% 3. | MORE SERVICE STATION 13% “ If Tata 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. 6s‘WHAT SHOULD BE DONE TO IMPROVE TATA ? 13% MAKE IT MORE AFFORDABLE CHEAPER SPARE o,| PARTS 72% oMORE SERVICE STATIONS Q7 Are You Happy with The After Sales Service provided By TATA 2. INTERPRETATION: UNHAPPY SATISFY WITH AFTER SALES SERVICES. 15% + Overall 85% of the respondents were happy with the after sales service provided by Tata ‘15% were unhappy with Tata due to poor after sales services provided by them.ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY TATA? 15% HAPPY mg UNHAPPYLimitationLIMITATIONS ® Small Sample size: In my survey, Ihave taken a sample size of 100 customers, but only with these samples 1 can’t make a proper conclusion. © Time Constraint: Time for this project is not sufficient. As I go for the survey at the dealership then time for completing and filling the questionnaires is not sul © Sample Area: The study was conducted in Varanasi, It was limited to particular city 7BFINDINGFINDINGS 76% of the respondents were owners of Tata 18% of the respondents would prefer to buy a Tata car against its competitors Information through Intemet 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 Tata has the most fuel efficiency Tata is best known for its design & comfort. Then comes Handling and Fuel Efficiency, If Tata 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SUGGESTIONSSUGGESTIONS A Tata motor is one of the best cars manufacturing company in India, customers are satisfied because of affordable price, but the maintenance problem and resale value is too low. These are the two main reasons of customers dissatisfaction and other reason is not responding to customers complaints quickly especially said by nano customers, that means all the comments are not fulfilled properly, and indigo customers says engine performance are not good. > The media adopted for such purpose should be electronic as it is wildly accepted > — Nicely designed and fuel efficient vehicle is must to find better prospects and widen its market > Continuous innovation in product process and services too are recommended to get the competitive edgeRECOMMENDATIONSRE IENDATIONS Tata Motors try to provide best service to customer whenwe compareTata cars with other brands, TATA provide better facilities from other cars. Tata cars is successful in Indian market & people want Tata car to change the models & name of car like (Lata indica vista is totally change from Tata indica but name is indica) Tata NANO customers have problem with Tata NANO, Tata NANO is totally unsuccessful in Indian market. NANO customers are unsatisfied. That is demerit of Tata Motors. Maruti Suzuki India has been subdued and moving probably ~ selling pressure coming in it on high levels, Tata Motors seemingly to be highly volatile stock but lot of customers are coming in the lower end of that particular stock. Tata Motors would be the best among the autos if you ‘want to go long on any of the auto pack In spite of these conditions, Company has made a giant leap forward thanks to its advanced management philosophy, designed to ensure a better future for Company and its customers. Company is growing and the brand appreciated by its customers because it is continuously striving to achieve the single goal of making good quality products with an emphasis on the customer first principle across all management levels, including production, sales, and service.BIBLIOGRAPHYBIBLIOGRAPHY In this project while finalizing and for analyzing quality problem in detail the following books, magazines and websites have been referred. Books: > Marketing Management — Philip Kotler > Research Methodology ~ Kothari > Business Statisties — S.P. Gupta MAGAZINES: > OUTLOOK BUSINESS (FEB. 2013) > BUSINESS STANDARD (April-July 2013) > Journal of Indian Management & Strategy Newspapers: Hindustan times Times of India The Hind Financial Express vvvvyv Economies times Websites Consulted » Tata Motors’ Official Website > Wiki - Tata Motors Ltd > http://www docasi com/doc/12248800/Grand-Project-on-NANO-Car > http://www capitaline com 81ANNEXUREQUESTIONNAIRE Name: -..... Father's Name:-... Age:-, Nationality:- Address: Telephone Nos A) Income group _ _15,000-25,000 5, 000-50,000 _ 50,000-75,000 _____ABOVE 75,000 1. Do you own a car? YES NO If yes, then which one? (DTATA (1) HYUNDAT (II) MARUTI 2. How satisfied are you with the services offered by TATA ? (DSATISFIED (II) DISSATISFIED 833. If Satisfied , Then Are You Happy With Their Charges And Timely Delivery They Were Offering?? (DHAPPY (1) UNHAPPY en a choice to choose a car company, which company would you choose? (D TATA (1) MARUTI (Il) HYUNDAI 5. Where do you manage to find information about TATA ? (Q)DEALERS (1) PRINT MEDIA cunt. (IV)INTERNET 6. Do you think TATA has the most fuel efficiency? (DYES (i) NO 7. How do you find the features of TATA as compared to other ears? (GOOD () VERY GooD (IDNOT SO GOOD (IV) SATISFACTORY 8. Which of these qualities do you think best describes TATA? (DHANDLING (1) FUEL EFFICIENCY (II)DESIGN (IV)COMFORT 9. How do you find the interiors of TATA? (DGOoD () VERY GOOD (ID)SATISFACTORY (IV) NOT SO GOOD 10. According to you what should be done to improve TATA? (D). MAKE IT MORE AFFORDABLE (Il) CHEAPER SPARE PARTS(II)MORE SERVICE STATIONS 11, According to you what should be done to make TATA the best cat? (DMAKE IT MORE FUTURISTIC (I)DMAKE IT MORE SPORTY (IDNGIVE IT A RETRO LOOK (IV)GIVE IT A CONCEPT CAR LOOK, 12. Are you happy with the after sales services provided by TATA ? YES (II) NO (II) HAPPY BUT IT CAN BE BETTER.