customer satisfaction at kml

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Chapter-1 Introduction

The marketing and strategy these days has long urged companies to become more market-

oriented. The suggested means for doing so range from developing a market oriented

organizational culture to carrying out various activities related to generating,

disseminating and responding to market information. An approach to translate market

demands into company strategy has been presented in this project to develop a method for

determining how to satisfy their customer and create value in a given market by

investigating the links between market demand and company competencies. After

identifying market demands, we then link these to company competencies through a

cognitive mapping procedure using key informants from Industry.

The company strategies are described as kinds of building blocks of company

performance, and thus represent an internal over view of companys strategies. At the

conceptual level, it is stressed that, in order to contribute to company success,

competencies should be valuable, enabling the firm to implement strategies that exploit

opportunities or neutralize threats in its environments or make a disproportionate

contribution to customer-perceived value. The challenge in this project is to determine

which strategy contributes to customer delightness in a market given certain market

characteristics.

This study is an attempt to develop a method for making an explicit connection between

market characteristics and company

strategies, and thus to answer the following question: which strategy will help KML

company to create value in the market and satisfy their customer.

1.1 Industry Review


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The Automobile industry in India is the seventh largest in the world with

an annual production of over 2.6 million units in 2009.

In 2009, India emerged as Asia's fourth largest exporter of automobiles,

behind Japan, South Korea and Thailand By 2050, the country is expected to top

the world in car volumes with approximately 611 million vehicles on the nation's

roads.

KML ndia's First Total Auto Interior Group of Companies manufacturing

all the requirements of auto interiors includ ing Seating Systems, Rear View .

KML entered the auto in ter ior manufactur ing bus iness with a s ingle

product (seating system for Maruti 800 CC C ar) in year 1994

1.2 Company Profile


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Today kml manufacture 20 different products with over 100 different models tomaruti udyog ltd Honda siel ltd etc.

Mirrors, Head Rest Assemblies, Arm Rest Assemblies, Seat Trims (Covers), InjectionMoulded Door Trims, Roofliners & Moulded Carpets.

In order to be a leader in its field, a strong centralized R & D Center (first of its kind in country)was established with an investment of $ 1.5 Million. This center is the best in the country and isrecognized by the Department of Scientific & Industrial Research, Ministry of Science &

Technology, Govt. of India.This center is capable of not only testing as per InternationalStandards but can also issue Test Certificates to other Seat manufacturers.This test center canalso perform test for non - Automotive components for Endurance & Repeatability.KML is also suppyling auto parts to Suzuki motor cycle divison ,HMSI & HONDA Siel also.

1.3 Swot Analysis of KML

1.3.1 Strengths of Krishna maruti ltd.


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KML is a World-class company.

It has a good name in Automobile industries.

Performance of KML is meeting the customer requirement.

As per Compotators KML is supplying timely the product to customer end.

KML has a good quality consistency.

Overall quality & performance is better than the compotators.

1.3.2 Weakness of Krishna Maruti Ltd.

Development time delay due to manpower problem may cause customer dissatisfaction.

Design dept is slow in analysis, because of high manpower turn over in design dept.

Customer complaint is more in case of HMSI components.

1.3.3 Opportunities for Krishna maruti Ltd.

As customer is satisfied as compared to competitor, it is a positive indication for business grows

for KML.

KML quality level is high.


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KML Analyze the problem deeply for customer satisfaction.

1.3.4 Threats of Krishna Maruti Ltd.

Market Competency is high.

Line rejection is till high at customer end, it may cause risk to KML business if it rises.

1.4 Competitor Analysis

1.4.1 Customer Perception About kmls overall product quality &

performance W.R .T . Compitators.


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1.4.2 Delivery performance w.r.t. competitors.

O v e r a l l q u a li ty & p e r fo r m a

5 5 5 5

0123456

m u h m s s m c h o n ds i e l

Rating


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Delivery per form ance w .r.

compitators

5 5 5 5

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1

2

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mul hmsi smc honda

siel

rating

T he C us to me r is s ati sf ie d w ith t he d el iv er y p er fo rm an ce w. r. t.

competitors, due to KMLs strategy of just in time without any failure .

1.4.3 Condition of packing w.r.t. competitors.


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cond i t ion o f pack ing

c o m p it at o r s

5 5 5 5

0

1

2

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mu l h ms i s mc h o n d a

s ie l

rating

The Customer i s sat is fi ed with the packing condi tion o f KML w.r. t .

competitors.

Chapter-2 Conceptual Discussion


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Customer Satisfaction:-

Satisfaction is a persons feelings of pleasure or disappointment resulting from comparing

a products perceived performance ( or outcome)_ in relation to his or her expectations.

Customer Focus:

Materials are supplied as per the customers order, viz.,

- Quantity.

- Variety.

- Timely dispatched.


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- Type of packing.

- Transport Selection.

Special Requriment Of Customers:

In addition to our regular products, request for special products are received. It is the endeavor ofthe company to see that special characteristics are in built into the products, to satisfy the specificrequirement of the customer. Some of the special requests are :-

- Size of end connection.

- Special packaging requirement.

- Special colours of paints used etc.

Customer Grivences:As with the business, certain grievances would also be arising. Prompt action is taken to removeany irritants so that grievances are reduced at the first place. Main grievances that the unit getsare :

Supply of material at short notice period in the season. We do inform, the customers, theminimum time required to supply the materials.

Quality related problems are very few and the reasons are1. Quality raw materials are used.2. Proper processes are adopted at different stages of manufacture etc.

Customer Feedback:

As a part of ISO-9001:2000 system, the company collects feedback from the customers atregular intervals. Such feedbacks are by various methods, viz.,

- By sending a standard format & collecting the data.

- From our marketing personnel, while they interact with customers during tours.

- As and when the customers visit the unit.


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We also send the information, such as Action Taken, based on the feedback received fromvarious sources.

The company receives Customer Property, such as Labels, Instruction booklets which areto used before dispatching the products. The company takes care of keeping suchproperty, safely

Need For Customer Retention:-

Here are some interesting facts bearing on customer retention:-

Acquiring new customer can cost five times more than the costs involved in satisfying

and retaining current customers. It requires a great deal of effort to induce satisfied

customers to switch away from their current suppliers.

The average company loses 10 percent of its customers each year.

A 5 percent reduction in the customer defection rate can increase profits by 25 percent to

85 percent, depending on the industry.

The customer profit rate tends to increase over the life of the retained customer.

The Key To Customer Retention Is Customer Satisfaction. A Highly

Satisfied Customer:

Stays loyal longer.


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Buys more as the company introduces new products and upgrades existing

products.

Talks favourably about the company and its products

Pays less attention to competing brands and advertising and is less sensitive to

price.

Offers product or service ideas to the company.

Costs less to serve than new customers do because transactions are routinized

Customer communication


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It is very important to have good communication between the unit & the CUSTOMERS for thegrowth of the business. Various steps are taken to achieve the above goal.

Product Literature:

Each of our distributor / dealer are given Product Literature, which explains various factors,such as type of materials used, performance characteristics, prices etc. which will help inunderstanding the product quality and also compare with similar products available in themarket.

Product Data:

In addition to the above, related product data, i.e. how to install, how to maintain, relatedmaterials required to install & use our products etc. are provided.

Service Information:Installation & maintenance booklet gives broad guidelines and helps in carrying out minorservice requirements. In case of major problem, the dealer distributor will help in carrying outthe services. It required, the company also helps in providing services of special nature.


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Call Back Services:

The type of product is such that call back services are in general not required. In case of anymanufacturing defect, the company does the necessary rectification, free of charges.

Warranty:

In general the company offers warranty for the products for a period of one year, for any kind ofmanufacturing defects. Most of the time, it is observed that the products fails due to 1) Lowvoltage and 2) Improper installation.

ISO-9001:2000 / QUALITY CERTIFICATION:The company has adopted ISO-9001:2000 system and has informed all its customers about thisfact.

Publicity:The company does issue advertisements in technical magazines on PUMPS and thuscommunicate the information to the dealers/distributor/customers about the product, company'sphilosophy, introduction of new items etc.

Marketing:-

Marketing is the function by which a firm or other economic organization designs,

promotes and delivers goods and services for customers and clients. The hallmarks of

modern marketing are customer oriented and a long range of strategic viewpoint that

makes an organization respective to its ever-changing environment. In the view, the

critical function performed by every economic organization is creation of customer

satisfaction through the provision of goods and services carefully developed in response


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to customer needs. For this business firm, profit is a reward for creating a satisfied

customer.

Marketing Mix:-

Marketing mix is the set of marketing tools that the firm uses to pursue its marketing

objective in the target market.

These marketing tools are classified into four broad groups that called the

Four Ps of Marketing:-

i. PRODUCT

ii. PRICE

iii. PLACE

iv. PROMOTION

What is a customer?

A Customer is the most important person ever in this officeIn pension or by mail.

A Customeer is not dependent upon us We are dependent upon him.


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A customer is not an interruption of our work he is the purpose of it. We are not doing

a favour by serving him.. he is doing us a favour by giving us the opportunity to dos so.

A customer is not someone to argue or match wits with. Nobody ever won an argument

with a customer.

A customer is a person who brings us his wants. It is our job to handle them profitably to

him and to ourselves.

Chapter- 3

Research Methodology

Research Design

Broadly speaking, research design can be categorized into three categories:

Exploratory research :-If focuses on the discovery of ideas & is generally based on

secondary data. It is preliminary investigation, which does not have a rigid design &

leads to formulation of a hypothesis.

Descriptive study :- It is under taken the researcher wants to determine the characteristics

of certain O.E.s such as different application of the product. This is well-structured

research.


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Casual research :-it is undertaken when the researchers is interested in knowing the cause

& effect relationship between two or more variables.

3.1 Objective and purpose of the study

OBJECTIVE

The main objective of the project is to determine what strategy we adopt to satisfy our customer.

Todays customers face a growing range of choices in the products and services they can buy.

They base their choices on perceptions of quality, value and service. Companies need to

understand the determinants of customer value and satisfaction. Customer delivered value is the

difference between total customer value and total customer cost. Customers will normally choose

the offer that maximizes their delivered value.

In this project we will study the Strategy of Krishna Maruti Ltd. for satisfaction of their customer

delightness. Krishna Maruti Ltd. is an Automobile parts manufacturing company, Indias largest

Auto interior supplier to Automobile Original Equipment Manufacturing unites. KML facilities


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are World Class. We will know through this project what strategy we adopt to satisfy our

customer.

Customer satisfaction is the outcome felt by buyers who experience a company performance that

fulfills expectations. Customers are satisfied when their expectations are met, and delighted

when their expectations are exceeded. Satisfied customers tend to remain loyal longer, buy more,

are less price sensitive, and talk favorably about the company.

To deliver customer value and satisfaction, companies must manage their own value chains and

the entire value delivery system in a customer centered way. The companys goal is not only to

get customers but, even more importantly, to retain customers. There is a very high cost to a lost

customer.

Customer relationship marketing provides the key to retaining customers and involves building

financial and social benefits as well as structural ties to customers.

Companies must decide the level at which they want to build relationships with different market

segments and individual customers, from such levels as basic, reactive, accountable and

proactive to full partnership. Which is best depends on customer profitability measured over a

lifetime, and whether the costs required to attract and retain that customer provide value to the

firm.

Total quality management TQM has become a major approach to providing customer satisfaction

and company profitability. Companies must understand how their customer perceives quality and

how much quality they expect. Companies must then do a better job of meeting consumer quality

expectation than their competitors do. Delivering quality requires total management and

employee commitment as well as measurement and reward systems. Marketers play an

especially critical role in their companys drive toward higher quality.

3.2 Significance of the study


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This section starts with a discussion of the overall methodological approach to the

empirical investigation. This project is a comprehensive study on methods for translating

market demands into companies strategies for customer delightness, and, through this,

identify the determinants of value creation in a given market. This project discusses the

strategy of Krishna Maruti Ltd., a well known company in India as Auto interior

manufacturing company also an ISO/TS 16949:2002 certified company, Company Profile,

the theoretical background, main results, the conclusions and implications are discussed.

We then develop a design to help us determine the following constructs:

Market Demand (Customer Survey)

Company Competencies

Designing Product

Strategies for Pricing

Implementation of Total Quality Management

Competitive Marketing Strategies

3.3 The Population1.Customers

2.Suppliers

3.Automobile Co.

3.4 Sampling

The sample space is based on the Original Equipment Manufacturers (OEMs) customers. The

Customer feed back forms are also attached of those customers. Though the product is also used

International and in Trade market but it is not possible to get data from those customers. As


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OEMs, are themselves maximum contributors to the sale of Krishna Maruti Ltd. so the sample

space is quite satisfied.

3.5 Collection of data

Source of data can be categorized in to two:-

Primary data:- Data that is collected in reference to the particularly based on customer

feed back . it is collected through questionnaires in the form of customer feed back form.

Secondary data:-Data has been generated from the previously conducted researches. it is

usually collected from magazines, publications,newspaper,reports of research agencies

etc.

Questionnaire Design :-

Questionnaire designing is a complex task. The questionnaires basically designed based on the

problem solving for customer delight.

Important highlight of this project is that the analysis has been attempted in such a

manner that it provides an ample scope of incorporating suggestions & implications.

The project contains all the necessary inputs required for identifying the determinants of

Customer Satisfaction in the current competitive market, which is a competition-based

approach in real business world.


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Rationale

The reason for this project is that Todays customers face a growing range of choices in the

products and services they can buy. They base their choices on perceptions of quality, value and

service. Companies need to understand the determinants of customer value and satisfaction.

Companys first task is to create customers. However, creating customers can be a difficult task.

Todays customers face a vast array of product and brand choices, prices and suppliers. The

company must answer a key question: How do customers make their choices? The answer is that

customers choose the marketing offer that gives them the most value. Customers are value

maximizes, within the bounds of search costs and limited knowledge, mobility, and income.

They form expectations of value and act upon them. Then they compare the actual value they

receive in consuming the product to the value expected, and this affects their satisfaction and

repurchase behavior. We need to examine the concepts of customer value and customer

satisfaction more carefully.


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Chapter-4 Findings And Analysis


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Images formaruti wagon r

Images formaruti 800

4.1 Customer perception about kml Quality .
http://www.google.co.in/images?hl=en&source=hp&q=maruti+wagon+r&aq=7&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+wagon+r&aq=7&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+800&aq=9&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+800&aq=9&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+800&aq=9&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/imgres?imgurl=http://www.speedmasti.com/wp-content/uploads/2008/04/maruti-800.jpg&imgrefurl=http://www.speedmasti.com/2008-cars/2008-maruti-800/&h=220&w=500&sz=18&tbnid=de4446l0Q42m9M:&tbnh=57&tbnw=130&prev=/images?q=maruti+800&zoom=1&q=maruti+800&hl=en&usg=__E8Mt6F5DejaUk2h_uqBtcWVg8PI=&sa=X&ei=5XfrTMW0EsHIcbCcnK0P&ved=0CBsQ9QEwBQhttp://www.google.co.in/imgres?imgurl=http://indianautosblog.com/wp-content/gallery/2008-maruti-suzuki-800/maruti-800.jpg&imgrefurl=http://indianautosblog.com/2008/11/production-end-for-maruti-800&h=375&w=500&sz=175&tbnid=dL8yLJ7vDu_XkM:&tbnh=98&tbnw=130&prev=/images?q=maruti+800&zoom=1&q=maruti+800&hl=en&usg=__soONk7rSvE6Fb-_DVerM0x49fOY=&sa=X&ei=5XfrTMW0EsHIcbCcnK0P&ved=0CBkQ9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.mycarqna.com/sites/default/files/images/Maruti800-5.jpg&imgrefurl=http://connect.in.com/maruti-800-ac/photos-1-1-1-0ad35fa273dccb0327023131b4875060.html&h=413&w=550&sz=69&tbnid=g8Vhbit7bxGnwM:&tbnh=100&tbnw=133&prev=/images?q=maruti+800&zoom=1&q=maruti+800&hl=en&usg=__pdSjJVs0ypvcWc5yfExK6rJ4WaQ=&sa=X&ei=5XfrTMW0EsHIcbCcnK0P&ved=0CBcQ9QEwAwhttp://www.google.co.in/imgres?imgurl=http://www.autoindiaforum.com/wp-content/uploads/2008/06/maruti-800.JPG&imgrefurl=http://www.autoindiaforum.com/maruti-800-duo-with-lpg-coming-soon.html&h=309&w=540&sz=34&tbnid=eLebbrrOwfaZ4M:&tbnh=76&tbnw=132&prev=/images?q=maruti+800&zoom=1&q=maruti+800&hl=en&usg=__rgZvq16G0xb42-9fZ8p2glLv78c=&sa=X&ei=5XfrTMW0EsHIcbCcnK0P&ved=0CBUQ9QEwAghttp://www.google.co.in/imgres?imgurl=http://www.autonagar.com/gallery/120maruti_wagon_r_duo.jpg&imgrefurl=http://www.autonagar.com/cars-reviews/maruti-suzuki-wagon-r-duo-review-121.html&h=409&w=640&sz=45&tbnid=sdaEPxRxAygjsM:&tbnh=88&tbnw=137&prev=/images?q=maruti+wagon+r&zoom=1&q=maruti+wagon+r&hl=en&usg=__KY27PbqOfmZ6hSvgU08hCqc7uyA=&sa=X&ei=0nfrTPHuAY2lcbPp4f0O&ved=0CBwQ9QEwBQhttp://www.google.co.in/imgres?imgurl=http://www.amitbhawani.com/Images/M/maruti-wagon-r/Maruti-Wagon-R-23.jpg&imgrefurl=http://www.amitbhawani.com/auto/maruti-wagon-r/&h=377&w=501&sz=41&tbnid=aRRQbfgR7wAvaM:&tbnh=98&tbnw=130&prev=/images?q=maruti+wagon+r&zoom=1&q=maruti+wagon+r&hl=en&usg=__hYltLuORFOwqd0T5rUn7psFJznE=&sa=X&ei=0nfrTPHuAY2lcbPp4f0O&ved=0CBoQ9QEwBAhttp://www.google.co.in/imgres?imgurl=http://www.amitbhawani.com/auto/wp-content/uploads/2008/11/Maruti-Wagon-R-Review.jpg&imgrefurl=http://www.amitbhawani.com/auto/maruti-wagon-r/&h=338&w=450&sz=31&tbnid=USMFRoLQ7Ek7_M:&tbnh=95&tbnw=127&prev=/images?q=maruti+wagon+r&zoom=1&q=maruti+wagon+r&hl=en&usg=__2TTmGq7WcPmWgc63uSuqRPvHe_c=&sa=X&ei=0nfrTPHuAY2lcbPp4f0O&ved=0CBgQ9QEwAwhttp://www.google.co.in/imgres?imgurl=http://imshopping.rediff.com/pixs/productsearch/product_images/four_wheeler/Maruti-Wagon-R-Duo-LX.jpg&imgrefurl=http://productsearch.rediff.com/productdetail.aspx?City=&brand=Maruti&category=Four%20Wheeler&pcode=7892&price=&root_cat=&h=292&w=429&sz=28&tbnid=GAAOwGmSPpZAxM:&tbnh=86&tbnw=126&prev=/images?q=maruti+wagon+r&zoom=1&q=maruti+wagon+r&hl=en&usg=__LHWQJ3Ot3kqoVzTAzoUGXCpZnOc=&sa=X&ei=0nfrTPHuAY2lcbPp4f0O&ved=0CBYQ9QEwAghttp://www.google.co.in/imgres?imgurl=http://www.shefeekj.com/wp-content/gallery/ritz/maruti-ritz-launch-photos.jpg&imgrefurl=http://www.shefeekj.com/maruti-ritz.html&h=280&w=400&sz=24&tbnid=RoJiV_u0nIlC6M:&tbnh=87&tbnw=124&prev=/images?q=maruti+ritz&zoom=1&q=maruti+ritz&hl=en&usg=__6SISqfUOl6FqJVqUthioml0XI7Y=&sa=X&ei=vXfrTLPsBMPXcfLihfIO&ved=0CCgQ9QEwBwhttp://www.google.co.in/imgres?imgurl=http://www.webhush.com/wp-content/uploads/maruti-suzuki-splash-india.jpg&imgrefurl=http://www.webhush.com/2009/03/31/new-maruti-ritz-car-india/&h=514&w=600&sz=169&tbnid=pTn2JPFIX2P8NM:&tbnh=116&tbnw=135&prev=/images?q=maruti+ritz&zoom=1&q=maruti+ritz&hl=en&usg=__4K9os-tHeTOFFOa8PrIsbF2fsig=&sa=X&ei=vXfrTLPsBMPXcfLihfIO&ved=0CCYQ9QEwBghttp://www.google.co.in/imgres?imgurl=http://www.marutiritz.net/wp-content/uploads/2009/06/maruti-ritz.jpg&imgrefurl=http://www.marutiritz.net/pictures-photo/maruti-ritz.html&h=223&w=320&sz=16&tbnid=LKeejdrzq3XCrM:&tbnh=82&tbnw=118&prev=/images?q=maruti+ritz&zoom=1&q=maruti+ritz&hl=en&usg=__QYTCYY9jV8FtGnClOJWyomObsIE=&sa=X&ei=vXfrTLPsBMPXcfLihfIO&ved=0CCQQ9QEwBQhttp://www.google.co.in/imgres?imgurl=http://latestpriceindia.com/wp-content/uploads/2010/08/Maruti-Ritz-CNG.jpg&imgrefurl=http://latestpriceindia.com/car/maruti/maruti-ritz-price-review/&h=320&w=450&sz=35&tbnid=vw0qJmb7grtwaM:&tbnh=90&tbnw=127&prev=/images?q=maruti+ritz&zoom=1&q=maruti+ritz&hl=en&usg=__OcQhjK8RGuMZlXv8F0UqWtQ4uPY=&sa=X&ei=vXfrTLPsBMPXcfLihfIO&ved=0CCIQ9QEwBAhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+wagon+r&aq=7&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=Xhttp://www.google.co.in/images?hl=en&source=hp&q=maruti+800&aq=9&aqi=g10&aql=&oq=&gs_rfai=&oi=image_result_group&sa=X


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Quality rating of valuable

4

3

4

3

00.5

11.5

22.5

33.5

44.5

mul hmsi smc honda siel

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Quality rating of valuable customers shown above. Less rating of hmsi & Honda Siel is

due to they have faced some problem in part because of product dimension variation.

4.2 Customer Perception about Warranty


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4.3 About KML Product Quality Consistency.

Quality consistency

54 4 4

0123456

mul hmsi smc hondasiel

rati

ng

Maruti feels the kml Quality is consistent of his product. But HMSI & Honda Siel are a

little bit not comfortable with some specific Product.Hmsi Is not in a Comfortable with the

product Cover L Side of the Unicorn Bike. The Problem of lock Breakage is a periodic

problem from KML side.


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4.5 Customer Perception About kmls overall product quality &

performance W.R .T . Compitators.

Overall quality & performance

5 5 5 5

0123456


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KML facility is world class. So quality & performance is comparable good as per

competitors.


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4.6 New product Development time taken By KML.

New product development time

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5

0123456


r

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HMSI & SMC faced project delay for 15-20 days for few parts because of Krishna maruti

ltd.


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4.7 New Product first sample quality/performance.

This shows attention required for new product quality & performance.


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4.8 Customer Perception about reliability.

All Major Customers are satisfied with kmls reliability Performance.


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4.9 Innovation Technique For Improvement.

Innovation Technequ

3 3

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0.5

1

1.5

2

2.5

3

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mul hmsi smc honda

siel

rating

4

As Per Opinion of customers kml Has to improve its innovation Technique for

improvements .

4.10 Product Price of Kml Supplied parts.


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Price55550123456mulhmsismchondasielrating

Price is not a issue for all customers. As it is pre-decided at the time of development. But

they want regular cost reduction on price strategies


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4.11 Delivery performance of KML .

Delivery perform ance

5 5 5 5

0

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5

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mul hmsi smc honda

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rating

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Delivery performance of KML is very good. Because KML supplies Material on time.

4.12 Packing of KML products.


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Condition of product recived

custom er end.

5 5 5 5

0

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5

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mul hmsi smc honda

siel

rating

This question is placed to conform the product getting by the customer is defect free or

there is some quality problem. Basically to find is there any transit problem or not. But

customer is satisfied but they have some suggestion for improvements.

4.14 Delivery performance w.r.t. competitors.


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Delivery perform ance w .r

compitators5 5 5 5

0

1

2

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4

5

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mul hmsi smc honda

siel

rating

The Customer is satisfied with the delivery performance w.r.t. competitors, due to KMLs

strategy of just in time without any failure.


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4.16 SRV rejection PPM

SRV Re ject ion PP

0

50

14 1 8

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mul hms i s mc h onda

siel

PP

M

The SRV rejection Level Of all customers under the specified limit. This is Acceptable by

all customers. But still improvement required. This is the data of last six months.


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4.17 Line Rejection PPM.

KML has to keep attention on line rejection on customer end.

4.18 Warranty Rejection PPM .

Warranty rejection ppm is only with one part of hmsi Part.


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4.19 No. of Customer complains.

There is less no of customer complains as per above figure except HMSI

Chapter-5 Conclusion and suggestions

5.1Conclusion

The main aim of this project is to develop an approach to market demand that can be

operationalised and translated into company competencies and strategies using

industry professionals as informants. Based on their input, mental maps are derived as a

means of linking the external and internal aspects.


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The company has identified important market characteristics or market demand

dimensions by analyzing existing market research materials, conducting new market

research or analyzing past experience of new product successes and failures.

Quality performance of KML is quiet satisfactory to the customers except HMSI. HMSI

is getting problem in one part frequently. So kml has to put the case to kml R& D

department for analysis & taking the appropriate countermeasure to solve this

problem.KML has to reduce his quality rejection on customer line for customer

satisfaction.

Every customer wants there should not any delay in product lunch. So kml has to keep

special attention for new product development time. There should not any delay in

development of new product.For relational marketing special cost reduction is required to

customers. So kml has to reduce the cost reduction by adding value to its product or by

other means.

It is found than at the time of new product development kml has to give special care of

quality. Before dispatch to customer kml has to take special trail of product to avoid any

problem to customer.

First impression is last long. So packing is the initial stage which is seen by the customer.

So packing stand of kml to improve for customer stasisfaction.the packing should be

carried out based upon the product safety first.

So these are some conclusion of this project for customer delight.


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\

5.2 Limitation

While analyzing and evaluating the detailed findings of this study, the following limitations

come in the report:

Being a Case study of Krishna Maruti Ltd., an automobile interior manufacturing company, it

may not be applicable to all types of organization or on all situations.

The sample space being only of OEM customers.

5.3 Suggestion

Strategies require to kml.

To sustain in the market every company devise a well thought out strategies to satisfy the

customer. KML is a world-class company. It has good manufacturing facility. Its research &

development center is equipped with good & modern machines. KML has to put TQM

deployment for customer delight. The rejection at customer end should be properly analyzed. &

Corrective action to taken by KML.

As per Survey report, HMSI is not happy with one product that is side cover. So kml has to

analyses the problem & should take the corrective action for fulfillment of customer requirement.

Present market condition is very tight due to more competition .So pricing strategy of KML has

to check of new models. Regular cost reduction is a good strategy for customer retention.


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Optimization in Quality, cost, delivery & safety will be the main strategy for KML. As customer

main focus is on these issues. KML has to maintain the quality standard by applying the effective

quality systems. Innovative ideas to be implemented for better results.

5.4 Future direction for further research

In todays post globalization era marked by cutthroat competition every organization wants to

have an edge over its competitors. This requires best marketing efforts on the part of an

organization. Corporate plans & policies in devising effective marketing strategies as well as

coordinating the activities of various functional areas of an organization play a major role in

customer satisfaction and delightness. These policies also help organizations in handling similar

situations consistently. The further scope of the research is vast. In future, we can find new

strategies for customer delightness for e.g. Integrated Customer Relationship.


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BIBLIOGRAPHY

BUSINESS today.

Business policy & Strategic management.

Economic times.

KML Internet site.

C.R Kothari, Research Methodology.


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Customer feed back form

After reading each statements please state your valuable rating for each statement.

* Criteria for the ranking: 5 rank best, 1 rank worst.

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Customer Perception

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2 Warranty


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3 Product Quality Consistency

4 Product Performance

5Overall product quality &

performance w.r.t. competitors


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6 New product development time

7 New product first sample quality /

performance

8 Reliability

9 Innovation

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Delivery performance

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Condition of Product received at

Customer end

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Delivery performance w.r.t.

Competitors

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Condition of packing w.r.t.

competitors.


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9No. Of customer Complaints

Suggestions / Improvements required:


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Customer

Person Contacted:

Department:

Designation

Signature:

Date:


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customer satisfaction at kml

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