anand's project on customer satisfaction

GENERAL INTRODUCTION

1) INDIAN AUTOMOBILE INDUSTRY PROFILE

In India there are 100 people per vehicle, while this figure is 82 in china. It is expected that India

automobile industry will achieve mass motorization status by 2014.

Introduction

Since the first car rolled out on the streets of Mumbai (Bombay) in 1898, the Automobile

Industry of India has come a long way. During its early stages the auto industry was overlooked

by the government and the polices were also not favorable. The Liberalization police and various

tax reliefs by the Govt. of India in recent years have made remarkable impact on Indian

Automobile industry. Indian auto industry, which is currently growing at the pace of around 18%

per annum, has become a hot destination for global auto player like Volvo, general motors and

ford.

Customer satisfaction

HISTORY

The automobile history dates back to the late 18th century. Nicolas Joseph Cugnot, a French

engineer is credited with inventing the first self-propelled automobile.

Cugnot's vehicle used steam power for locomotion. The vehicle found military application in the

French army. Cugnot's automobile was never commercially sold.

In the beginning automobile industry was dominated by steam-powered vehicles. The vehicles

were expensive and difficult to maintain. The incidence of frequent boiler explosions also kept

potential purchasers away. Commercial history of automobiles started with the invention of

gasoline powered internal combustion engines. The German inventor, Karl Benz constructed his

first gasoline powered vehicle in 1885 at Mannheim, Germany. Commercial production of Benz

cars started in 1888.

Levassor of France was the first company to exclusively build and sell motor cars from 1889.

The early 1900s saw many automobile manufacturing companies coming into existence in a

number of European countries and the United States. The first mass produced automobile in the

United States was the curved-dash Oldsmobile. It was a three-horsepower machine and sold

5,000 units by 1904. The economics of the US car market was disrupted by the arrival of Henry

Ford and his Model T car. The Model T was the world's first mass produced vehicle- a million

units were sold by 1920- a space of 10 years.

INDIAN AUTOMOBILE INDUSTRY:-


Indi’s automobile sector consist of the passenger cars and utility vehicles, commercial vehicles,

two wheelers and tractors segment. The total market size of the auto sector in India is

approximately Rest 540 billion and has been growing at around 8 percent per annum for the last

few years. Since the last four to five years, the two wheel segment has driven the overall volume

growth on account of the spurt in the sales of the motorcycle. However, lately the passenger cars

and commercial vehicles segment has also seen a good growth due to high discount lower

financial rate and pickup in industrial activity respectively.

The automobile industry is fairly concentrate as in most of the segment two or three players has

cornered a major chunk of the total sales. For instance in passenger car segment, MUL, Tata

Motors and Hyundai motors control around 85% of the total annual sales. Similarly, in the two

wheelers segment the sales volume of Hero Honda, Bajaj auto and TVS motors constitute around

80% of the total sales and in the commercial vehicle segment the market leader Telco controls

around 56% of the total annual sales. The auto components industry on the other hand is highly

fragmented through there are dominate players in some of the critical segment.

Outlook

The expected rise in income levels, wide choice of models and easy availability of finance at low

interest rates will drive growth in passenger cars segment, which is likely to be over 12 percent

per annum for a next four to five years. Two wheelers growth is likely to marginally slow down,

but still grow at an average annual growth rate of around 10 percent.

The commercial vehicles segment is likely to grow at a rend rate of 6-8 percent driven mainly by

the increase in industrial and economic activity on account of the expected growth in the

economy, though annual growth rates may fluctuate widely with the cyclical ups and downs of

the economy. Tractor industry growth is likely to turnaround and posts a growth in volume in

2005-06. However, it will likely to turnaround and posts a moderate growth of around 4-5

percent annual growth rate over the medium term.


Scope of Indian automobile sector

The Indian automobile industry is going through a phase of rapid change and high growth. With

the new project coming up on a regular basis the industry is undergoing technological change.

The major players are expanding their plants and focusing on mass customization, mass

production, etc…..

Nearly every automobile company is investing at a higher rate than ever before to achieve a high

growth trajectory. The overall investment in the sector has been increasing quite rapidly. It is

expected that by the end of the 2011 Indian automobile sector will be investing a huge amount

40,000 crores.


THE KEY PLAYER IN INDIAN AUTOMOBILE INDUSTRY ARE:-

Maruti Udyog Limited

Hero motors limited

Tata groups

Bajaj Auto limited

Mahindra group

Ashok Leyland

Yamaha motors India

Hyundai motors India limited

Toyota kirloskar motors privates limited

Honda Siel cars India limited

2) Company profile


A) Background and inception of the company

Company Profile Tata Motors Limited 2 Headquarters - Mumbai. TML is currently headed by

Ratan Tata. Tata Motors manufactures HCV, LCV, Passenger cars, MUV and Military Vehicles.

Global operations - UK, South Korea, Thailand and Spain. TML - world's fourth largest truck

manufacturer. World’s second largest bus manufacturer.

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.

92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each

segment, and among the top three in passenger vehicles with 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.

The Company's 24,000 employees are guided by the vision to be "best in the manner in which

we operate, best in the products we deliver, and best in our value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.

Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The

Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune

(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).

Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat

Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat

powertrains. The Company is establishing a new plant at Sanand (Gujarat). The Company's

dealership, sales, services and spare parts network comprises over 3500 touch points; Tata

Motors also distributes and markets Fiat branded cars in India.

Tata Motors, 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 UK, South


Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two

iconic British brands that 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 body-building 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, established through exports since 1961.

The Company's commercial and passenger vehicles are already being marketed in several

countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It

has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia,

Senegal and South Africa.

The foundation of the Company's growth over the last 50 years is a deep understanding of

economic stimuli and customer needs, and the ability to translate them into customer-desired

offerings through leading edge R&D. 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 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, which India and the

world have been looking forward to. The Tata Nano has been subsequently launched, as planned,

in India in March 2009. A development, which signifies a first for the global automobile

industry, the Nano brings the comfort and safety of a car within the reach of thousands of

families. The standard version has been priced at Rs.100,000 (excluding VAT and transportation

cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg space

and head room. It can comfortably seat four persons. Its mono-volume design will set a new

benchmark among small cars. Its safety performance exceeds regulatory requirements in India.

Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall

pollutants, it has a lower pollution level than two-wheelers being manufactured in India today.

The lean design strategy has helped minimise weight, which helps maximise performance per

unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures

that the car has low carbon dioxide emissions, thereby providing the twin benefits of an

affordable transportation solution with a low carbon footprint.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in

keeping with its pioneering tradition, by unveiling its new range of world standard trucks called

Prima. In their power, speed, carrying capacity, operating economy and trims, they will introduce

new benchmarks in India and match the best in the world in performance at a lower life-cycle

cost.

Tata Motors is equally focussed on environment-friendly technologies in emissions and

alternative fuels. It has developed electric and hybrid vehicles both for personal and public

transportation. It has also been implementing several environment-friendly technologies in

manufacturing processes, significantly enhancing resource conservation.


Through its subsidiaries, the Company is engaged in engineering and automotive solutions,

construction equipment manufacturing, automotive vehicle components manufacturing and

supply chain activities, machine tools and factory automation solutions, high-precision tooling

and plastic and electronic components for automotive and computer applications, and automotive

retailing and service operations.

Tata Motors is committed to improving the quality of life of communities by working on four

thrust areas – employability, education, health and environment. The activities touch the lives of

more than a million citizens. The Company's support on education and employability is focussed

on youth and women. They range from schools to technical education institutes to actual

facilitation of income generation. In health, our intervention is in both preventive and curative

healthcare. The goal of environment protection is achieved through tree plantation, conserving

water and creating new water bodies and, last but not the least, by introducing appropriate

technologies in our vehicles and operations for constantly enhancing environment care.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.


B) NATURE OF THE BUSINESS CARRIED

Tata Motors in one of the major players of the automobile manufacturing companies in

India. It has three different manufacturing units in India they are, Jamshedpur in the East,

Pune in the West and Lucknow in the North and all three manufacturing units specialize

in the manufacturing of different automobile like Jamshedpur unit produces trucks,

engines and axles, the Pune unit caters to the production of Medium Heavy Commercial

vehicles and Heavy Commercial Vehicles, utility vehicles and passenger cars and the

Lucknow unit produces MCVs, Tata Sumos along with a number of spare parts. Some of

the well known cars manufactured by Tata Motors are: Tata Indica, Tata Indigo, Tata

Indigo Marina, Tata Sumo and Tata safari.

Tata Motors is a very significant contributor to the automobile industry in India. With a

domestic sales record of 122,120 vehicles in 2009 and exports of 5220 vehicles across the

globe it has managed to bag a current market share of 67.4% in the commercial vehicles

segment and 12.5% in the passenger cars segment. The company has reported revenues

of Rs 6404.63 crores with operating profits of Rs 728.0 crores.

The company continues to upgrade its resources to leverage emerging opportunities be it

in the commercial vehicles segment or passenger cars segment. In May 2009 the

company unveiled its new range of world standard trucks comprising multi-axle trucks,

tractor-trailers, tippers, mixers and special purpose vehicles. In the passenger cars

segment the company launched the much awaited Tata Manza , opened the first Jaguar

and Land Rover showroom in Mumbai and long with the Fiat Linea, Fiat 500 and the

Palio, the company commenced the distribution of the Fiat Grande Punto in June 2009.

Diesel cars are becoming a more popular and feasible option these days due to the continuous

rise in the price of petrol. People are also becoming more aware of the myths that surrounded

diesel vehicles and are realizing that most myths are false. Tata manufactures all its cars in both

the petrol and diesel versions but the Tata Indica V2 stands out as one of the most preferred

diesel cars in the country. Intact it is among the country's top ten hottest selling diesel cars due to


its exceptional performance of 14 kmpl and a price tag of just Rs 2.6 lakhs.

Tata Trucks are amongst the most sought-after heavy commercial vehicles (HCV) in India.

Products of Tata Motors Limited – the largest automobile companies in India with a consolidated

revenues of Rs. 70,938,85 crores (in 2008-09), Tata Trucks not only outplayed its competitors by

its qualities, but also by its services. It's also the leading player in the list of TNS TruckTrak

2006 Customer Satisfaction Study in Trucks.

Tata Motors is the fourth largest truck manufacturers in the world. Established in 1945, it first

rolled out its vehicle in 1954. Since then, more than 4 million Tata vehicles run on the Indian

roads. It has its manufacturing units located in various locations across the country including

Jamshedpur, Pantnagar, Pune, Dharwad, and Lucknow. Another plant is coming up at Sanand in

Gujarat

With 2% of annual turnover being spend on research and development activities, Tata Motors

Limited aims at delivering improved and environmentally sound technology for a better

tomorrow. The group has recently established two domestic Engineering Research Centres in

India that constitutes licensed Crash Test service.

Tata Motors is the biggest automobile firm of India with combined profits of Rs.70, 938.85

crores registered in FY 2008-09. The group has spread its operations in international markets

such as Thailand, UK, Spain and South Korea with the support of its associate firms. Among

many of its sub-ordinates, Tata Motors Limited has industrial tie-up with Jaguar Land Rover, a

joint venture between two renowned British trademarks.

In February 2010, Tata Motors Group's international sales witnessed a growth of 59% against the

figures of February 2009. The products which registered sales of 89,768 units are Tata Daewoo,

Tata passenger vehicles, Land Rover, Hispano Carrocera and Jaguar.

For the FY 2009 - 2010, the aggregate sales were higher by 17% and stood at 771,238 against the

growth registered in 2008-09.


Commercial vehicles and passenger vehicles sales in February 2010 were 42,660 units and

47,108 units respectively. It can also be translated as 70% growth in the commercial vehicles

sales and 50% in passenger vehicles sales.

Collective Commercial vehicles and passenger vehicles sales for FY 2009-10 are 365,120 units

and 406,118 units respectively.

Jaguar Land Rover international sales witnessed 55% growth in 2010 at 17,197 units, while Land

Rover sales went 62% higher at 13,905 units. However, the collective Jaguar Land Rover sales

for 2009-10 declined by 16% and stood at 170,444 units.

Standing tall at the first position in terms of commercial vehicles and third in passenger vehicles,

Tata Motors delivers more than 4 million vehicles for its domestic customers. In terms of truck

and bus manufacturing, it is the fourth and second biggest, respectively, in the world


C) Vision, mission and quality policy:-

Vision:-

The vision statement of Tata Motors is "Best in the manner in which we operate, best in the

product we deliver and best in our value system and ethics."

The vision statement of Tata Motors is "Best in the manner in which we operate, best in the product we

deliver and best in our value system and ethics."

The vision statement of Tata Motors Limited, India's largest automobile company, is to be "best

in the manner in which we operate, best in the products we deliver, and best in our value system

and ethics."

“To evolve into a world class Indian car brand”

Mission:-

“To provide passenger vehicles that offer customers exceptional value, and through this build a company that provide its shareholders with superior return, and is seen by society and other stakeholders as a valuable contributor to their development”

Shareholders:-

To consistently create shareholder value by generating returns in excess of weighted average cost of capital (WACC) during the upturn and atlest equal to weighted average cost of capital (WACC) during the downturn of the business cycle.


Customer:-

To strengthen the Tata brand and create lasting relationships with the customers by working closely with business partners to provide superior value for money over the life cycle

EMPOYEES:-

To create a seamless organization that incubates and promotes innovation, excellence and the Tata core values.

VENDER 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 customer and other stakeholders.

COMMUNITY:-

To proactively participate in reshaping the country’s economic growth, To take a holistic approach toward environment protection

Quality policy:-

" We shall strive to deliver products to meet and exceed Customer expectations of Quality,

Delivery and cost "

We are committed to create value for all our stakeholders by continually improving our systems

and process through innovation, involving all our employees.

This policy shall form the basis of establishing and reviewing the Quality Objectives and shall be

communicated across the organization. This policy will be reviewed to align with business

direction and to comply with all the requirements of the Quality Management Standard.


D) Product profile:-

Product Profile Tata Motors Limited

Passenger Cars & Utility vehicles

Tata Sumo/Spacio

Tata Safari

Tata Indica

Tata Indigo

Tata Winger

Tata Magic

Tata Nano

Tata Xenon XT

Tata Xover (2009)

Tata Manza (2009)

Commercial Vehicles are

Tata Ace

Tata Starbus

Tata Globus

Tata Marco polo Bus

Tata Novus

Tata 407 EX Military Vehicles

Tata LSV

Tata 407 Troop Carrier

Tata Winger Passenger Mini Bus


Defence Vehicles

Tata 407 (4 x 4) Soft Top Troop CarrierTata LPT 709 E Hard Top Troop CarrierTata LPTA 1621 TC (6 x6)Tata LPTA 1615 TC (4 x2)Tata SD 1015 TC (4 x4)Tata 407 / (4 x2) Hard Top Troop CarrierTata LPTA 1615 TC (4 x 4)Tata LPTA 713 TC (4 x4).


E) AREA OF OPERATION:-

The kind of market segmentation followed by Tata motors is fully market coverage. This means

that the entire products manufactured by the company are sold in various markets.

a) Global

b) National

c) Regional

Global:-

Global operations - UK, South Korea, Thailand and Spain. TML - world's fourth largest truck

manufacturer. World’s second largest bus manufacturer.

Tata motors a growing global footprint and has established itself in market across the world as

one of the world’s most prestigious auto brands. The emphasis is now on establishing a solid

local presence in these countries as this was the key to long-term success and building trust with

the customer. With subsidiaries in south Africa, Europe and strong presence in over 15

countries , it aspire to be globally renowned in utility vehicles.

NATIONAL:-

The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune

(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).

Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat


Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat

powertrains. The company is establishing a new plant at Sanand (Gujarat). The company's

dealership, sales, services and spare parts network comprises over 3500 touch points; Tata

Motors also distributes and markets Fiat branded cars in India.

REGIONAL:-

The company also operates within the local market. It has dealers within Gujarat ; here the

dealers ultimately reach the customers.


F) Ownership pattern:-

The Board, being elected by the shareholders, is a representative of the Company’s

shareholders and is a bridge between them and the executive management. The Board

therefore has a fiduciary relationship and a corresponding duty to all its stakeholders to ensure

that their rights are protected. Through the governance mechanism in the Company, the Board

alongwith its Committees endeavors to strike the right balance with its various stakeholders.

The Company has a Non-Executive Chairman and the day-to-day operations of the Company are

overseen by the Chairman, Mr. Ratan N Tata as a member of the Committee of Directors,

comprising himself and Mr. R Gopalakrishnan. They have delegated appropriate powers to the

Managing Director and Executive Directors to look after the day to day affairs of the Company.

The role of the Chairman and the Managing Director (CEO) are distinct and separate.

The relationship between the Board, the Committees and the senior management functions is

illustrated below:

Being a global player, Tata Motors has ensured that its corporate governance practices are

compatible with the international standards. Tata Motors has adopted the Tata Business

Excellence Model (TBEM) as a means of driving excellence. In order to track process on

longterm

strategic goals, a Balanced Score Card methodology is used. This enables the Company to

go beyond financial performance to incorporate considerations of environment and society, as

well.


Shareholders & Government

There are several means that have been established to facilitate two-way process of

communication between the stakeholders and the Board of the Company. The Quarterly/Half

Yearly/Annual results are regularly submitted to the Stock Exchanges in accordance with the

Listing Agreement and are published in the newspapers and posted on the Company’s web-site.

The information regarding the performance of the Company is shared with the shareholders

every six months through the half yearly communiqué and each year through the Annual

Report. The Company also regularly posts the information as specified under Clause 41 of the

Listing Agreement on the Electronic Data Information Filing and Retrieval System (EDIFAR)

launched by Securities and Exchange Board of India.


G) COMPETITORS: -

COMPETITORS Tata Motors relies heavily on its sales in India. Tata Motors now faces stiff

competition from fellow compatriots like Mahindra, Maruti as well as multinational brands

like Toyota and Chevrolet. It has faced controversy over developing the a˜Nano’s. Ashok

Leyland, Tata's biggest competitor in the Indian heavy commercial vehicle market 20 Any

person or entity which is a rival against another.A company in the same or similar industry

which offers a similar product or service -LEADERSHIP WITH TRUST

H) INFRASTRUCTURAL


I) Achievement/Award:-

Awards Tata Motors Limited 8 India's Most Trusted Car Brand.

'Golden Peacock Environment Management Award' in 2003.

Forbes Global 2000 list for the year 2005 - Tata Motors ranked at 1215.

Tata Motors bagged the prestigious 'CII-EXIM Bank Award' for business excellence in

2005.

Tata Motors bagged National Award for Excellence in Cost Management in 2006.

Tata Motors - Investor Relations, ranked first in India in 2008.

Tata Motors' Jaguar Won Asian Guild's Enterprise 2010 award.

2 Dec 2010 ... The Lucknow unit of Tata Motors Limited has won the "Best of All" awards for

2009,

9 Nov 2004 ... Tata Motors , India's leading automaker , has won the 'Golden Peacock Award' for

Corporate Social Responsibility

2 Sep 2006 ... Tata Motors' Commercial Vehicle Business Unit (CVBU) has won the CII-Exim

Bank Award for Business Excellence for the year 2005. ...

Tata Motors' today said its small car 'Nano' has received the good design award for 2010

5 May 2010 ... Their revolutionary car, Nano, has won gold prize at 2010 Edison Awards. Tata

Motors won a gold prize for the development of the low-cost ...

Milestones : -

Milestones Tata Motors Limited

Indica - India’s first fully indigenous passenger car.

Sierra - India’s first sports utility vehicle launched in 1992.

Tata Motors acquires Daewoo Commercial Vehicle Company in 2004.

Tata Motors gets listed on the NYSE in 2004. Acquisition of Jaguar and Land Rover in

2008.

Tata Motors launches ‘Nano’ - The People's Car in 200

J) WORK FLOW MODEL



STAMPING

WELDING

PAINTING

GENERAL ASSEMBLY

ENGINE

QUALITY

PRODUCATION CONTROL

K) FUTURE GROWTH AND PROSPECTS:-

In India which are pretended to be arrival for sale to the general public in the near future the

company the company, plan, make its position stronger also in premium vehicle segment.

To attract, recruit, induct and groom young managerial talent for future leadership position in the

group.


3) MCKENCY’S 7S MODEL


Structure

Staff

Style

System

Shared

Value

Skill

Strategy

Explanation of each element:-

Strategy:- strategy is crated to maintain and make competitive benefit over the competition.

Structure:- structure is the way the organization is constructed and who report to whom.

System:- in system the daily activities and events that staff members join in to get the job done.

Shared value:- shared values are also called “super ordinate goals”. These values are the center

values of the company that are evidence in the corporate culture and the general work.

Style:- you have to adopt the style of leadership.

Staff:- in staff employees and their general capabilities are included.

Skills:- skills are the actual skills of the employee who are working for the company.


MCKENCY’S 7S MODEL RELATING TO TATA MOTORS

STRUCTURE:-

Structure refers to the organization hierarchy, which provides information about who reports to

whom and how takes are divided and integrated.

A Tata motor has an organization structure that implies centralization of authority at the top

departmentalization of jobs. Hierarchy of command, narrow span and intense division of labour,

this type of structure provides a clear and well defined work setting to its employees.

RESPONSIBILTY OF TOP MANAGEMENT IN TATA MOTORS

Empowerment of people

Building excellence throughout the organization

Open and transport communication

Setting up of performance management system

Motivate the manager.

FOLLOWING ARE THE DEPARTMENTS IN TATA MOTORS

Technical department

Production department

Human resource department

Material department

Finance department


SKILLS

One of the important attributes or capability possesses by the organization are

skills. The term skill include those characteristics or strength which most of the people

use to describe the company.

Tata motor believe that human resource is the single largest factor responsible for

more effective utilization of all the other resource.

The following are skills possessed by Tata motors.

1. Communication skill and technical skills

2. Initiative

3. Interpersonal skills

4. Analytical skills

5. People sensitivity

STYLE:-

It refer to the way of working and the reporting relationship. Style means how manager

collectively spend their time and attention and how they used symbolic behavior. How

the management act its more important then what management say. Management is a

employee oriented. The working of management is democratic in style.

Tata motors the representative of workers takes active participation in all the

managerial activities where the interest of employee are involved. Functional heads takes

the day today decisions.


Whenever the dispute arises it will be settled at the initial stage through mutual

discussion between the management and employees.

Strategy:-

It is a coherent set of actions aimed at gaining a suitable advantage over

competition, improving positions and allocating resources.

The main strategy is to ensure maximum utilization of available resources. For this

purpose the company believes in promoting from within the organization and thereby

encourage its people to strive for higher management stability. The set up also allows

them to take the advantage of common pool of technical and marketing talent of the

highest quality.

Tata adopts the following other strategy.

1. Adopts dynamic business strategy

2. Maintaining and improving quality

3. Business intelligence

4. Create innovative solution for the future

5. Long standing client relationship

System:-


System refer to the organization methods that are used for the flow of information from

one department to other department. Tata has an adequate system of internal control designed to

provide reasonable assurance on the achievement of the objective relating to efficiency and

effectiveness of operation, reliability of financial reporting. There is a system compliance to

follow rules and regulations and for safeguard of assets.

Staff:-

The company is accommodating various employees, they comprise of staff, workers and

trainees. The people in organization are very dedicated and work towards the improvements of

the organization.

Shared values:-

Intensity to win

Make customer successful

Team, innovate, excel

Act with sensitivity

Respect for the individual

Thoughtful and responsible


Unyielding integrity

Delivering on commitments

Honesty and fairness in action

4) SWOT ANALYSIS

A SWOT analysis is a strategic planning tool used to evaluate the strengths,

Weaknesses, Opportunities & Threats involved in a project or in a business venture

or in any other situation requiring a decision.


STRENGTHS

TATA motors is market leader In automobile industry with high market share.

TATA motors company have hugr employee base.

TATA motors employee productivity percentage is higher.

TATA motors produce low price car with low fuel consumption.

TATA motors is the reputable brand in Indian industry

TATA motors limited is india’s largest automobile company with revenues of Rs. 35651.48

crores(8.8 billion) in 2007-07

The company’s dealership. Sales. Service and spare parts network comprises over 3500 touch

points.

Tata motors has been aggressively acquiring foreign brands to increase its global presence.

The research and development department of tata motors is very strong.

Tata motors posses high corporate responsibility.

Weaknesses

Shareholders of TATA motors are not getting much from their investments due to low ROI on

shares.


The thing which customer not like about TATA motors vehicles is weak safety standards.

Domestic sales are not impressive.

TATA always followed the low cost advantage strategy although the other segment such as

luxury car are still untapped.

Opportunities

As it is low cost vehicle product so it can take the advantage of this strength to exploit the

opportunity by entering into the third world countries.

Incorporate safety features in the vehicles to gain more customer satisfaction and allow the safety

cautious people to become the customer of TATA motors.

Manufacturing luxury vehicles to attract corporate segment

Joint venture and acquisition in other countries.

Threats

The prices of material such as steel, plastic, rubber is rising which also raise the total production

cost of vehicle.

TATA motors has cost advantage over its competitors.If the competitors will follow the same

strategy then it may reduce the sales of TATA motors.


Low safety standards

Fluctuation in the economic condition

Rising prices of petrol, diesel and CNG

5) ANALYSIS OF FINANCIAL STATEMENT:-

Balance Sheet of Tata Motors

------------------- in Rs. Cr. -------------------

Mar '06 Mar '07 Mar '08 Mar '09 Mar '10

12 mths 12 mths 12 mths 12 mths 12 mths


Sources Of Funds

Total Share Capital 382.87 385.41 385.54 514.05 570.60

Equity Share Capital 382.87 385.41 385.54 514.05 570.60

Share Application Money 0.00 0.00 0.00 0.00 0.00

Preference Share Capital 0.00 0.00 0.00 0.00 0.00

Reserves 5,127.81 6,458.39 7,428.45 11,855.15 14,394.87

Revaluation Reserves 26.39 25.95 25.51 25.07 0.00

Networth 5,537.07 6,869.75 7,839.50 12,394.27 14,965.47

Secured Loans 822.76 2,022.04 2,461.99 5,251.65 7,742.60

Unsecured Loans 2,114.08 1,987.10 3,818.53 7,913.91 8,883.31

Total Debt 2,936.84 4,009.14 6,280.52 13,165.56 16,625.91

Total Liabilities 8,473.91 10,878.89 14,120.02 25,559.83 31,591.38

Mar '06 Mar '07 Mar '08 Mar '09 Mar '10

12 mths 12 mths 12 mths 12 mths 12 mths

Application Of Funds

Gross Block 7,971.55 8,775.80 10,830.83 13,905.17 18,416.81

Less: Accum. Depreciation 4,401.51 4,894.54 5,443.52 6,259.90 7,212.92

Net Block 3,570.04 3,881.26 5,387.31 7,645.27 11,203.89

Capital Work in Progress 951.19 2,513.32 5,064.96 6,954.04 5,232.15

Investments 2,015.15 2,477.00 4,910.27 12,968.13 22,336.90

Inventories 2,012.24 2,500.95 2,421.83 2,229.81 2,935.59

Sundry Debtors 715.78 782.18 1,130.73 1,555.20 2,391.92

Cash and Bank Balance 327.66 535.78 750.14 638.17 1,753.26

Total Current Assets 3,055.68 3,818.91 4,302.70 4,423.18 7,080.77

Loans and Advances 5,964.61 6,208.53 4,831.36 5,909.75 4,618.90

Fixed Deposits 791.77 290.98 1,647.17 503.65 0.00

Total CA, Loans & Advances 9,812.06 10,318.42 10,781.23 10,836.58 11,699.67

Deffered Credit 0.00 0.00 0.00 0.00 0.00

Current Liabilities 6,673.61 6,956.88 10,040.37 10,968.95 16,117.80

Provisions 1,215.04 1,364.32 1,989.43 1,877.26 2,763.43

Total CL & Provisions 7,888.65 8,321.20 12,029.80 12,846.21 18,881.23

Net Current Assets 1,923.41 1,997.22 -1,248.57 -2,009.63 -7,181.56

Miscellaneous Expenses 14.12 10.09 6.05 2.02 0.00

Total Assets 8,473.91 10,878.89 14,120.02 25,559.83 31,591.38

Contingent Liabilities 2,185.63 5,196.07 5,590.83 5,433.07 3,447.50

Book Value (Rs) 143.94 177.59 202.70 240.64 262.30


6) LEARNING EXPERIENCE


The learning experience in the company was very pleasant. The response and support I got from

the management and staff was appreciable.

The company helped me to know the practicalities. This learning about management from

practical perspective and about organization as to how it works in management aspects and the

polices and procedures. Totally it was a highly useful training for me in the company.

During the first week, it was totally a new experience into the organization. On the first day of

the training ,HR manager explained about whole working process of the organization and other

departments.

The project period was very informative and useful as it enabled us to have a corporate look over

the functioning of each and every department of the company apart from our theoretical

knowledge.

To conclude, this project has given me practical exposure in the study of organization. It was a

great experience working, the functioning of the an organization in accordance with the present

market trends. The main purpose of the organization study is to make student acquainted with the

practical knowledge about the overall functioning of the organization.

PART-B


a) GENERAL INTRODUCTION

1) PROBLEM DEFINITION

DEFINITION:-

In order to carry out the research programmed, the researcher should know the

basic problem. A competent researcher will not accept a research, until he understands

the problem definition is the core of research process. As such it denotes the particular

most important step to be performed. According to researcher’s viewpoint problem

identification represents conversion of the management problem in to research

problem.

In the case, the topic is to know the “customer satisfaction towards TATA

MOTORS” the basic problem is to know the satisfaction of the consumer is at present

towards the TATA MOTORS. What people think about it? The main problem is to

know how many people are interested in purchasing the TATA MOTORS vehicle.

2) OBJECTIVES OF THE STUDY:-


The main objective of the study can be explained as below:-

To know how many persons are willing to buy the TATA MOTORS CAR?

To know the different criteria that the customer undertakes while purchasing the

cars.

Through customer satisfaction, we can know the current position of TATA

MOTORS in the market.

Also the study will provide detail about the automobile sectors and the position

of the company will be known.


3) SCOPE OF THE STUDY:-

Scope of the study is to know the customer satisfaction about TATA MOTORS

through of different areas. I.e. different areas. In Surat city.

4) RESEARCH METHODOLOGY

“Research is an organized inquiry designed and carried out to provide

information for solving problems.”

- Fred Kerlinger.

“Research is careful inquiry or examination to discover new information or

relationships and to existing knowledge.”

- Francis Rammel.


RESEARCH COMPONENTS:-

Research design:-

Research design is the plan for collecting the information related to the study.

Research design explains the methods that are used for collecting the information. The

research design will focus attention on the different methods that are used for collection

of the data. Also it will help to solve the problem. Different forms of collecting the data

will be tasted in the research design.

In this case, survey method is used to collect the necessary data in the survey

method, the personal interview is used to collect the information from the respondents,

and questionnaires are used. The respondents are visited personally, and the detail

information is collected related to the study. The question mainly focuses attention on

the consumer behavior to fulfill the objective of the study.

DATA COLLECTION METHOD:-


There are two types of methods used data collection i.e secondary data &

primary data.

I collect primary data.

(1) Primary Data:-

Primary data are those, which are collected for the first time and they are original

in character. The researcher he to study a particular problem collects there.

Questionnaire carrying various questions regarding research method. Researchers

personally visited to the consumer and ask the questions and sub questions to him and

recorded the answer in the questionnaire.

During the visit to consumer the researcher observe that the consumers are

frightened to disclose of information due to the income tax and sales tax authority.

For this study the researcher did not simply relied on the questionnaire but also

adopted the observation method for collecting real facts.

SAMPLING PLAN:-

Sampling plan includes.

(A) Sampling unit

(B) Sample size

(C) Sampling method


(A) Sampling Unit:-

In my study the market survey was conducted in surat city. Conducted I have covered

different areas under my study. Different areas like pandesara & other areas of the city

are covered by reseachers during the study.

(B) Sample Size:-

One of the most important parts for the research is to decide sample size. I have taken

100 samples. The sample size explains how many consumers are covered in the study?


5) LIMITATION OF THE STUDY:-

The time period of the survey being only two months it was not possible to conduct a

highly in depth and details study.

Different people have a different thought, process and different attitudes. As a result their

manner of answering the questions of the study differs the answers received sometimes

good while sometimes they where negative.

A census survey is not possible due to time period so I have selected sample surve

E) ANALYSIS & INTERPRETATION:-


TABLE NO:-1

Table showing the genders of the respondents

Category Percentage

Male 85

Female 15

Total 100

ANALYSIS:

85% of the respondents are male

15% of the respondents are female.

TABLE NO:-2

Table showing distribution on the basis of the occupation


malefemale

0102030405060708090

percentage

percentage

Occupation Percent

Professional 35

Govt. employer 15

Private employer 10

Businessman 35

Other 05

Total 100

Pro-fessi-nonal35%

Govt. Employee15%Private Employee

10%

Busi-nessman

35%

Other5%

Percent

ANALYSIS:

35% are Professionals , 15% are Govt. Employee,10% are private Employee

35% are Businessman and 05% are other.


TABLE NO:-3

This table showing SOURCE OF FINANCE

Model Of PurchasePercentage

Loan 85

Cash 15

Total 100

Loan Cash0

102030405060708090

Percent

Percent

ANALYSIS:-

In source of finance 85% respondent are buy car by loan which is very high & then by cash which is15%, deference between this is very high.

TABLE NO:-4

Table showing the reasons of purchase from shreeji automart pvt ltd (authorized

dealer).


Reason Of Purchase Percentage

Quick Delivery 20

Customer Care 35

After Sales service 40

All 05

Total 100

Quick Delivery20%

Customer Care35%

After Sales service40%

All5%

Percent

ANALYSIS:-

20% respondent are satisfactory with Quick delivery

30% respondent are satisfactory with Customer care

40% respondent are satisfactory with After sales service

05% respondent are satisfactory with All

TABLE NO:-5

This table showing about price of TATA CAR when compared with its facility


Facility Percentage

High 10

Normal 80

Low 10

Total 100

High Normal Low0

10

20

30

40

50

60

70

80

90

10

80

10

Percent

Percent

ANALYSIS:-

Here we can see that 80% respondent give normal, and then second high which is 10% , so

performance of tata car is best.

TABLE NO:-6

This table showing satisfaction with Tata car

Satisfaction Percentage

Yes 60


No 40

Total 100

Yes No0

10

20

30

40

50

60

70

Percent

Percent

ANALYSIS:-

60% respondent are satisfied with Tata car

40% respondent are unsatisfied with Tata car

TABLE NO:-7

MOST TWO FEATURES OF TATA CAR

Attribute Percentages

New model & design 30


Mileage 40

Pick-up 20

Other 10

Total 100

New model & design

Mileage

Pick-up

Other

0 5 10 15 20 25 30 35 40

30

40

20

10

Percent

ANALYSIS:-

In most features that in first is mileage which is 40%, then on second is new model and design which is 30% & on third pick up which is 20%, out of 100 respondents. So mileage is most features selected by respondents.

TABLE NO:-8

This table showing the maintenance cost of Tata car

Maintenance Cost Percentages

Medium Cost 60


Low Cost 35

High Cost 05

Total 100

Medium CostLow Cost

High Cost

0

10

20

30

40

50

6060

35

5

Percent

ANALYSIS:-

60% responders are satisfied because of medium maintains cost

05% responders are unsatisfied because of high cost of maintains.

TABLE NO:-9

This table showing performance of Tata car

Performance Percentages

Excellent 30

Good 55


Poor 15

Total 100

Excellent Good Poor0

10

20

30

40

50

60

Percent

Percent

ANALYSIS:-

Out of 100 responders 30% are feel its excellent performance and 55% responders

are feel it’s good performance and remaining 15% feel its poor performance.

TABLE NO:-10

Table showing the satisfied with service provide by shreeji automart (authorized

dealer)

Service Percentages

Yes 71

No 29


Total 100

Yes No0

1020304050607080

Percent

Percent

ANALYSIS:-

71% Are satisfied with service provide by shreeji automart and 29% not

satisfied

TABLE NO:-11

This table showing satisfaction with Tata motors responding to customers’ needs

Satisfaction with company Percentages

Yes 67

No 33

Total 100


Yes No0

10

20

30

40

50

60

70

Percent

Percent

ANALYSIS:-

This chart shows that 33% customers are unsatisfied with car, 67% customers are

satisfied.

TABLE NO:-12

Table showing, satisfy the quality of workmanship of shreeji workshop

Quality of workmanship Percentages

Highly Satisfied 10

Satisfied 65

Not Satisfied 25

Total 100


Highly Satisfied Satisfied Not Satisfied0

10

20

30

40

50

60

70

Percent

Percent

ANALYSIS:-

10% responders are highly satisfied with service quality provide by shreeji, 65%

responders are satisfied and 25% responders unsatisfied with service quality provide by

shreeji workshop.

TABLE NO:-13

Table showing the reasons to go for Tata car

Category Percentages

Price 00

fual efficiency 25

traveling comfort 54

brand name 17

Other 04


Total 100

price

fual effi

ciency

trave

ling c

omfort

brand nam

e

other

0102030405060

percentage

percentage

ANALYSIS:

25% of responders prefer Tata car for fuel efficiency

54% of responders prefer Tata car for Traveling comfort

17% of responders prefer Tata car for brand name

From the above statement it is clear that maximum no of responders chose tata car for

traveling comfort.

TABLE NO:-14

Table showing opinion on the information given by sales representative


Satisfactory 45

Convincing 29

Unsatisfactory 16

Bad 10

Total 100


satisfaction convincing

unsatisfactorybad

05

1015202530354045

Percentage

Percentage

ANALYSIS:-

45% of responders are satisfactory on the information and demonstration givan by sales

representative.

29% of respondent are convincing on the information and demonstration givan by sales

representative.

Maximum no of responders are satisfactory on the information and demonstration givan

by sales representative.

TABLE NO:-15

Table showing whether TATA has to increase its services centers both in Rural and URBAN

AREAS?


Yes 89

No 11

Total 100


yesno

0102030405060708090

percentage

percentage

ANALYSIS:-

89% respondent say YES regarding whether TATA has to increase its services centers

both in rural and urban areas.

Maximum no of responders say YES regarding wther TATA has to increase its services centers


B) FINDING:-

Based on the data gathered by administrating schedules to customer the following observations

are made.

Maximum number of respondent have chose Tata cars, as it is well suited for traveling


The maximum no…… of people are very much satisfied with the overall performance of

Tata cars.


Most of the customer has the opinion that looks of Tata cars leads to their satisfaction.

Customers are dissatisfied with the fuel consumption.

Some customers are extremely satisfied with safety and comfort & some are neutral in

their opinion.

Most of the customers are using the vehicle for their own purpose.

Customers are not much with the maintenance cost.

Customers are of the neutral opinion regarding the design.

Maximum no... Of customers are of the wish that not to recommend Tata cars to others.

Customers are much satisfied with the information and demo given by sales

representative.

Most of customers are of opinion that Tata should increases its service centers in rural

and urban areas.

C) SUGGESTIONS

The study is aimed at analyzing customer satisfaction with sample 100 members, which has

helped in getting an overall view of customer satisfaction toward Tata cars considering different

criteria.


Recommendation Tata company has to implement good customer relationship

management strategy that enhances customer satisfaction level.

The company can undertake R&D to improve the existing feature which field helps

increase in the customer satisfaction.

The company should promote about the entire feature offered by it.

As majority of the customer give opinion that they are satisfied is the factors, services

and design of the product of the company should taken not only maintain the existing

standard but also enhance them.

To increase the mileage efficiency.

To provide mobile services where one should be able to reach the spot in case of any

break down.

To bring down the cost of spares and improve.

Customer care is the best way to build long term relation, because they also have

emotional and psychological needs when they purchase a car.


D) CONCULUSION

Tata is one of the best companies because of its good environment. The experience in the

organization was great because I have learnt many practical concept and came to know

how actually an organization works.

This study is done to know the customers satisfaction towards Tata cars, with the help of

data collected from customers through questionnaires. By this study we also knew that

customers have mixed opinion about Tata cars.


The result of the survey conducted showed that most of the customers purchase car based

on mileage followed by price. This study also shows that customers prefer looks of the

car.

F) Bibliography

- Website

www.tatamotors.com

www.google.com


http://www.tatamotors.com/

QUESTIONNAIRE

STUDY ON CUSTOMER SATISFACTION TOWARD TATA MOTORS (CARS) WITH SPECIAL SIGNIFICANCE TO SHREEJI AUROMATR. AUTHORISED DEALER

Customer name:

Address:

Vehicle number:

Model:

1. Occupation:


a) Professional

b) Govt. employee

c) Private employee

d) student

e) Business

f) Others

2. Family income:

a) Below Rs-75000

b) Rs 75000 to Rs 125000

c) Rs 125000 to 150000

d) above Rs 150000

3. Model of purchase:

a) Loan

b) cash

4. Mention reason to purchase the vehicle from SHREEJI AUTOMATR (TATA MOTORS AUTHORISED DEALER)

a) Quick delivery

b) Customer care

c) After sales service

d) All


5. What do you feel about the price of TATA CAR when compared with its facilities?

a) High

b) Normal

c) Low

6. Do you satisfied with your TATA CAR?

a) Yes

b) No

7. What attribute made you to purchase?

a) New model & design

b) Mileage

c) Pick-up

d) Others

8. What is the maintains cost of your TATA CAR?

a) Medium cost

b) Low cost

c) High cost

9. Please specify the overall performance of your TATA CAR?

a)Excellent

b) Good

c)poor

10. Do you satisfied with the services provide SHREEJI AUTOMATR (TATA MOTORS AUTHORISED DEALER)?


a) Yes

b) No

11. Do you satisfied with SHREEJI AUTOMATR (TATA MOTORS AUTHORISED DEALER) responding to your needs?

a) Yes

b) No

12. Do you prior appointment for your service and maintenance?

a)All the time

b)Sometime

c)Never

13. Are you satisfied with the workshop service?

a) All the time

b) Sometime

c) Never

14. Are the opening and closing time of our workshop convenient?

a) Yes

b) No

15. Do you satisfy the quality of workmanship of our workshop?

a) Highly satisfied

b) Satisfied

c) Not satisfied

16. Do you think TATA MOTORS has to increase its services center


both in Rural and Urban areas ?

a) YESb) NO


anand's project on customer satisfaction

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Transcript of anand's project on customer satisfaction