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TABLE OF CONTENTS

Chapter 1 Introduction

Jamkash Vehicleades An overview of Automobile Industry Maruti Suzuki Players in Indian Automobile Industry

Literature Review

Chapter 2 Research Design & Methodology

Chapter 3 Results & Discussions

Data Interpretation Analysis Findings of the study Limitations of the study Suggestions Conclusion

Annexure

Bibliography

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CHAPTER 1

INTRODUCTION

JAMKASH VEHICLEADES

Jamkash Vehicleadesis a major dealership organization of Maruti Suzuki. The

Vehicleades Group is spread across 4 states (New Delhi, Punjab, Himachal

Pradesh and J&K) and 17 locations. It sells more than 16,000 cars and services

more than 125000 cars annually. Vehicleades is among the Top 5 Maruti dealers in

the country. It started Its operations in 1987, with an employee strength of 15,

which now stands at 2000 plus.

Jamkash Vehicleades Pvt Ltd, is situated on the By Pass opposite Channi Himmat

Housing Colony. It commenced business on 28th Nov 2002 and has been

providing the best possible services always to its valued customers and

consequently the dealership acquired inevitable position amongst contemporary

dealers. In order to reach out to the customers in the interior of rural areas,

Jamkash has opened its E-outlets(Extension Outlets) at Rajouri and R.S Pura and

more such E-outlets are under consideration for future expansion. Jamkash

Vehicleades has won numerous prestigious awards from Maruti Suzuki India Ltd.

The Outlets of Jamkash are as under:

1 Pathankot Vehicleades

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Pathankot (1997)

2J&K Vehicleades ,

Udhampur (2001)

3Jamkash Vehicleades ,

Jammu (2002)

4Jamkash Vehicleades ,

Srinagar (2003)

5

Kangra Vehicleades ,

Nagrota Baghwan (2006)

6

AAA Vehicleades ,

Malviya Nagar,

New Delhi (2007)

7AAA Vehicleades ,

araina, New Delhi (2009)

AWARDS

Jamkash has proved its excellence by winning so many awards. Following are the

awards won my Jamkash :

Best Performance Schemes. Excellence in spare parts highest MGA off take per vehicle (>6000). Best Market share top city category-C. Excellence in Service Lowest Customer Complaints/10000 serviced and

lowest resolution time.

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Best all round performance. Best performance in W/R sales. Best Exchange Performance. Best Service Marketing works managers meet (North 2). Outstanding performance in institutional sales. Dealer spares off take 4 crores-6 crores (Top 2 growth dealers). All model sales award winner D category. Most consistent efforts in rural marketing. All India winners. All India best HR practices winner category B. Best market share award top category C. Star Award for service and repair. Highest MGA off take per vehicle. Best W/R sales and performance. Best government sales. Highest MGA off take per vehicle (>3000 vehicles) Mr. G.S.Bawa Manager Sales has won theBest Sales Manager Award

2007-08.

All India winners in most consistent efforts in rural marketing. Recently won 8 awards by Maruti Suzuki India ltd. in a dealers conference

held at Bangkok.

Apart from awards, the administration is also contributing a lot towards companys

excellence. Tha Managing Director Mrs. GUNJAN RANA who is taking care of

Jamkash as well as Take One (a Media network). And the General Manager is Col.

RATTAN SINGH (retd), who looks after the entire business of Jamkash in Jammu

region.

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AN OVERVIEW OF THE AUTOMOBILE INDUSTRY

Car manufacturing in India first began in late 1940s. Earlier a couple of cars made

by foreign technology were manufactured in India. But now. Cars made by indian

car manufacturers dominate the business.The future of car manufacturing in India

is bright. Sensing this, foreign car manufacturers like Ford, Toyota, Hyundai,

Suzuki, Honda, and Skoda are spreading their base in the country. Domestic car

manufacturers have also contributed to the growth of the automobile industry in

India.

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Indian automobile industry has grown leaps and bounds since 1898, a time when a

car had touched the Indian streets for the first time. At present it holds a promising

tenth position in the entire world with being 2 in two wheelers and 4 in commercial

vehicles. Withstanding a growth rate of 18% per annum and an annual production

of more than 2 million units, it may not be an exaggeration to say that this industry

in the coming years will son touch figure of 10 million units per year.

REASONS OF GROWTH

Economic liberalisation, increase per capita income, various tax relief policies,

easy accessibility of finance, launch of new models and exciting discount offers

made by dealers all together have resulted into a stupendous growth of Indian

automobile industry.

MARKET SHARE

Automobile industry of India can be broadly classified under passenger vehicles,

commercial vehicles, three wheelers and two wheelers, with two wheelers having a

maximum share of more than 75%. Automobile companies of India, Korea, Europe

and Japan have a significant hold on the Indian market share. Tata Motors

produces maximum numbers of mid and large size commercial vehicles, holding

more than 60% of the market share. Motorcycles top the cahrts of two wheelers

with Hero Honda being the key player. Bajaj by far is the number one

manufacturer of three wheelers in India.Passenger vehicle section is majorly ruled

by the car manufacturers capturing over 82% of the total market share. Maruti

since long has been the biggest car manufacturer and holds more than 50% of the

entire market.

MARUTI SUZUKI

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MMaarruuttiiSSuuzzuukkiiIInnddiiaaLL iimmiitteeddis a subsidiary company of Japanese

automakerSuzuki Motor Corporation. It is India's largest passenger car company,

accounting for over 45% of the domestic car market. It was the first company in

India to mass-produce and sell more than a million cars. It is largely credited for

having brought in an automobile revolution to India. It is the market leader in

India, and on 17 September 2007, Maruti Udyog Limi tedwas renamed as MMaarruuttii

SSuuzzuukkiiIInnddiiaaLL iimmiitteedd.. The company's headquarters are located in New Delhi.

PROFILE

Maruti Suzuki Plant in Gurgaon

Maruti Suzuki is India and Nepal's number one leading automobile manufacturer

and the market leader in the car segment, both in terms of volume of vehicles sold

and revenue earned. Until recently, 18.28% of the company was owned by

theIndian government, and 54.2% bySuzuki ofJapan. The BJP-led government

held an initial public offering of 25% of the company in June 2003. As of 10 May

2007, the government of India sold its complete share to Indian financial

institutions and no longer has any stake in Maruti Udyog.

http://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Initial_public_offeringhttp://en.wikipedia.org/wiki/Initial_public_offeringhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Suzukihttp://en.wikipedia.org/wiki/Government_of_Indiahttp://en.wikipedia.org/wiki/New_Delhihttp://en.wikipedia.org/wiki/Suzuki

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Maruti is India's largest automobile company. The company, a joint venture with

Suzuki of Japan, has been a success story like no other in the annals of the Indian

automobile industry.Maruti Udyog L imited (MUL )was established in February

1981, though the actual production commenced in 1983 with the Maruti 800, based

on theSuzuki Al tokei carwhich at the time was the only modern car available in

India, its only competitors- the Hindustan Ambassadorand Premier Padmini were

both around 25 years out of date at that point. Through 2004, Maruti Suzuki has

produced over 5 Million vehicles. Maruti Suzukis are sold in India and various

several other countries, depending upon export orders. Models similar to Maruti

Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor

Corporation and manufactured in Pakistan and otherSouth Asian countries.

The company annually exports more than 50,000 cars and has an extremely large

domestic in India selling over 7,30,000 cars annually. Maruti 800, till 2004, was

the Indias largest selling compact car ever since it was launched in 1983. More

than a million units of this car have been sold worldwide so far. Currently, Maruti

Alto tops the sales charts and Maruti swift is the largest selling in A2 segment.

Due to the large number of Maruti 800s sold in the Indian Market, the term

Maruti is commonly used to refer to this compact car model. Till recently the

term Maruti, in popular Indian culture, was associated to the maruti 800 model.

Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan,

has been the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at twoplaces Gurgaon and Manesar, south

of New Delhi. Marutis Gurgaon facility has an installed capacity of 3,50,000 units

per annum. The Manesar facilities, launched in February 2007 comprise a vehicle

assembly plant with a capacity of 1,00,000 units per year and a Diesel engine plant

http://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Suzuki_Altohttp://en.wikipedia.org/wiki/Kei_carhttp://en.wikipedia.org/wiki/Kei_carhttp://en.wikipedia.org/wiki/Hindustan_Ambassadorhttp://en.wikipedia.org/wiki/Premier_Padminihttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/South_Asiahttp://en.wikipedia.org/wiki/South_Asiahttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Suzuki_Motor_Corporationhttp://en.wikipedia.org/wiki/Premier_Padminihttp://en.wikipedia.org/wiki/Hindustan_Ambassadorhttp://en.wikipedia.org/wiki/Kei_carhttp://en.wikipedia.org/wiki/Suzuki_Alto

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with an annual capacity of 1,00,000 engines and transmissions. Manesar and

Gurgaon facilities have a combined capability to produce over 7,00,000 units

annually.

More than half the cars sold in India are Maruti cars. The company is a subsidiary

of Suzuki Motor Corportion, Japan, which owns 54.2 percent of Maruti. The rest is

owned by the public and financial institutions. It is listed on the Bombay Stock

Exchange and National Stock exchange in India.

During 2007-08, Maruti sold 764,842 cars, of which 53,042 were exported. In all,

over six million Maruti cars are on Indian roads since the first car was rolled out onDecember 14. 1983. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto,

Versa Ritz, Gypsy, A Star, Wagon-R, Zen Estilo, Ritz, Swift, Swift Dzire, SX4,

Grand Vitara. Swift, Swift dzire, A Star and SX4 are anufactured in Manesar.

Grand Vitara is imported from Japan as a completely built unit (CBU), remaining

models are manufactured in Maruti Suzukis Gurgaon plant.

Suzuki Motor Corporation, the parent company, is a global leader in mini andcompact cars for three decades. Suzukis technical superiority lies in its abil ity to

pack power and performance into a compact, lightweight engine that is clean and

fuel efficient.

Maruti is clearly an Employer of Choice for automotive engineers and young

managers from across the country. Nearly 75,000 people are employed directly by

Maruti and its partners.

The Company vouches for customer satisfaction. For its sincere efforts, it has been

rated (by customers) first in customer satisfaction amongall car makers in India for

nine years in a row in annual survey by J D Power Asia pacific.

THE COMPANY VISION

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Visions of any company are those values on which company works. As the MUL

was started by Government initiatives it tends to be more consumer oriented and

hence cost effective, but on the other hand Suzukis participation ensures not only

need of the profit, but of the need of maximum profit. The only way for this Noras

dilemma of selecting principles for companys working vision was to maximize

profit and reducing cost by maximizing output and sales. Hence, MUL declared its

Vision as-

The Leader in the Indian Automobile Industry, Creating Customer Delight1 and

Shareholders wealth2; eventually becoming pride of India.

Customer Delight1 is making sure that performance, after sales service and

customer support are best and beyond expectation. Shareholders wealth2 is the

prime concern for running business smoothly. MUL knows this and understands

Customer is King, He can change the fortune of any company, hence goes the

companys brand line : COUNT ON US!

THE COMPANY MISSION

Mission is the statement of an organisations purpose, what it wants to accomplish

in the larger environment and its goals which are specific, realistic and motivating.

Missions are described over visions and visions demand certain objectives. The

main Objectives/Missions of MUL are:

Modernisation of Indian Automobile Industry. Developing cars faster and selling them for less.

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

economic growth.

Market Penetration, market development. Similarly Product Developmentand Diversification.

Partner relationship management, value chain, Value delivery network.THEIR FOCUS

Building a continuously improving organisation adaptable to quick changes. Providing value and satisfaction to the customer. Aligning and fully involving all our employees, suppliers and dealers to face

competition.

Maximising Shareholder's value. Being a responsible corporate citizen.

At Maruti, they have a clear perspective on manpower. They see it as a uniqueresource, in the sense that optimal productivity of other resources depends largely

on the way human resources are utilised. The basic philosophy of management that

underlies the Maruti culture is that all employees of the company should be

moulded into a team which then strives as one, to achieve commonly shared

company goals and objectives. To make this philosophy tenable, the Company

takes several initiatives. Inputs are sought from employees at all levels. They

believe that everyone should contribute to the formulation of company policies,

goals and objectives. Secondly, at Maruti, they encourage leadership in the best

sense of the word. According to us, a leader is one who must be impartial, must

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have the ability to rise above his own subjectivity, and, most importantly, must

practice what he preaches.

They understand that the process of creating a sense of belonging that allemployees can identify with is a lengthy one. To ensure that this translates into

concrete reality, they have taken several simple but specific and well thought out

measures. The first step in this direction has been the introduction of a common

uniform for all employees. Another measure is the creation of a common canteen

where all employees have lunch, stand in common queues, and sit on the same

table. Common toilets, common transport and similar facilities for all levels of

employees are other measures that reinforce their emphasis on genuine equality in

the workplace.

Another focus area of the Maruti culture is the maintenance of a smoothly

functioning communication network.They have faith in the ability of labour to

effectively participate in management and make constructive suggestions. To

encourage this, they ensure that there is a thorough dissemination of information at

all levels, through newsletters or via a letter from the Chief Executive to all

employees. Meetings with the Union are held regularly, and programmes being

contemplated by the Company are discussed with the Union. The Sahyog Samiti, a

collection of representatives of non-unionised employees, training programmes in

Japan, Quality Circles, productivity-linked incentive schemes, and an ethos of

discipline and teamwork, all contribute to the Maruti culture. Several measures of

performance have made amply clear that Maruti has established a truly healthy

work culture. They have met all project and performance targets since inception.

Their productivity levels are constantly improving. The Company has had good

labour relations with employees from the very beginning, and they have been

successful in the export market. Yet, the Maruti culture is one that does not believe

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in resting on its laurels. They adhere to the spirit of Kaizen, which states that

constant improvement is always possible. The most basic tenet of productivity that

they hold dear is that " Today should be better than Yesterday and Tomorrow

should be better than Today".Suzuki Motor Company was chosen from seven

prospective partners worldwide. This was due not only to their undisputed

leadership in small cars but also to their commitment to actively bring to MUL

contemporary technology and Japanese managementpractices (which had

catapulted Japan over USA to the status of the top auto manufacturing country in

the world).

AWARDS

2005

Number one in JD Power SSI for the second consecutive year.Number one in JD Power CSI for the sixth time in a row - the only car to

win it so many times.

M800, WagonR and Swift topped their segments in the TNS TotalCustomerSatisfaction Study.

Leadership in the JD Power Initial Quality Study - Alto number one initssegment for the 2nd time in a row, Esteem number one in its segment for

the third year in a row.

Maruti bagged the "Manufacturer of the year" award from Autocar-CNBC(2nd time in a row)-Feb 05.

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First Indian car manufacturer to reach 5 million vehicles salesBusinessWorld ranks Maruti among top five most respected companies inIndia-Oct

04.

2004

Maruti Suzuki was No. 1 in Customer atisfaction, No. 1 in SalesSatisfactionNo.1 in Product Quality (Esteem and Alto) and No. 1 inProduct Appeal

(Esteem and Wagon R).

No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)BusinessWorld ranked us among the country's five most respected companies.

Business World ranked us the country's most respected automobilecompany.

Voted Manufacturer of the year by CNBC. Voted one of India's Greenest Companies by Business Today-AC Nielson

ORG-MARG.

2003

Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10 automotivebrands in "Most Trusted Brand survey 2003".

J D Power ranked 3 models of Maruti on top: Wagonr, Zen andEsteemMaruti 800 and Wagonr top in NFO Total Customer Satisfaction

Study 2003.

MUL tops in J D Power CSI (2001) for 4th time in a row.2001

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MUL tops in J D Power CSI (2001) for 2nd time in a row: anotherinternational first.

2000

Maruti bags JD Power CSI - 1st rank; unique achievement by marketleaderanywhere in the world.

1999

MSM launched as model workshop in India; achieves highest CSI rating. Central Board of Excise & Customs awards Maruti with "Samman Patra",

for contribution to exchequer and being an ideal tax assessee.

1998

CII's Business Excellence Award.1996

Maruti wins INSSAN award for "Excellence in Suggestion Scheme". Awarded the Star Trading House status by Ministry of Commerce.

1994-95

Engineering Exports Promotion Council's award for export performance.1994

Best Canteen award among Haryana Industries as part of employee welfare.1992-93

Engineering Exports Promotion Council's award for export performance.THE PLAYERS IN INDIAN AUTOMOBILE INDUSTRY

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Fiat India Pvt Ltd: The Fiat India that belongs to the Fiat Auto Spa group Italy

gives world-class cars to the country. Besides Uno, which has been Europes

favourite car for the last two decades, the brands like Palio, Petra, and Adventure

have also become famous.

Ford India Pvt Ltd:Ford was originally an American company. It entered the

Indian market in the year 1988 and launched Ford escort. The Ford Ikon launched

in 2001 was a successful car in India. Other brands of Ford like Ford Fusion, Ford

Fiesta, Ford Mondeo and Ford Endeavour also gained popularity in India.

General Motors India:This Global leader entered the Indian market as a joint

venture with the C.K. Now it is a fully owned subsidiary of the Birla Group. This

group has also introduced cars like Chevrolet Optra and Chevrolet Tavera (MUV)

in India.

Hindustan Motors:This flagship of the C.K. Birla Group was established by Mr.

B.M. Birla. Some of the most popular brands of this car manufacturer are

Ambassador, Contessa etc.

Hyundai Motors:Hyundai Motor India Limited (HMIL) is not only the second

largest manufacturer in India, but is also the fastest growing among the car

manufacturers in India. The popularity of Santro, getz, Accent, elantra, Sonata

Embera and Tuscon is proof of its success. The company is an ISO 14001.

Maruti Suzuki India Ltd.: This is the first automobile company in the world tohave an ISO 2000 certificate. It has a joint venture with Suzuki Motor

Corporation. The popular models of this group are Alto, Baleno, Swift, Wagon-R,

and Zen.

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Tata Motors Ltd:It is Indias largest automobile company, the largest commercial

vehicle manufacturer, the second largest passenger car manufacturer in India and

the fifth largest medium and heavy commercial vehicle manufacturer in the world.

Toyota Kirloskar Motor Ltd:With a joint venture with Toyota Motor

Corporation Japan, the Kirloskar Group of India holds 89% equity of the company.

The most popular brands of this group in India are Camry, Corolla.

MODELS OFFERED BY MARUTI

MARUTI 800

1. Performance Most fuel efficient car of the country. Highly efficient Engine with very low maintenance.

2. Economy Best value for money car. Easy to own and easy to run and very low cost of ownership.

3. Assurance Preferred by more than 24 lakh people across the country.

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4. Comfort Comfortable AC Easy to drive on buzy Indian roads and narrow lanes.

5. Elegance Sleek and slim dimensions with short turning radius. Double tone interior. Clear multi focal reflector headlights and attractive tail lamps.

OMNI

1. Safety assured Booster assisted front disc brakes. Radial tyres clear lens headlamps. Front safety rod.

2. Most versatile

Fits all family and fits all luggage. Multi fuel options. Sliding doors.

3. Interiors that rejuvenate Two tone upholstery.

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Sporty new instrument cluster. New shape dashboard and ergonomically designed controls.

4.

Lowest turning radius The best in class turning radius 4.1 m. Easy to park even in cramped areas. Trouble free maneuverability in narrow lanes.

5. Economy Excellent value for money. Most fuel efficient utility vehicle in the country with cost of

ownership.

The least expensive spare parts. Available in dual fuel (LPG) option, running costs matches the

running cost of a scooter.

ALTO

1. Unmatched mileage Alto has unmatched mileage of 17.6 km/ltr. 32 bit microprocessor for great pick-up. 4 valves per cylinder( burns fuel effeciently)

2. Low running cost

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More features for less price. In 5 years- savings of over Rs. 1 lakh vis a visSantro.

In 5 years- savings of over Rs. 0.60 lakh vis a visXeta.

3. Easy to drive Electronic power steering. Easy City drive. Ease of parking in crowded city roads.

4. Comfort factor All weather Air conditioner with heater. 5 seater Car.

5. Price wise- as a Maruti Model Most economical to buy. Most economical to operate. Most resale value.

ZEN ESTILO

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1. Sleek & Stylish Monoform Aerodynamic design.

Swept back clear Headlamps. Smiley Front.

2. High on Luxury Two- tone Dashboard & Plush Beige. Electronic ORVM (Outside Rear View Mirror).

3. Advanced technology 32X4 Hypertech Engine. DDLI (Dual Coil Distributor Less).

4. Power packed Performance 64 BHP @ 6200 rpm. 74.9 BHP @ Ton s Ignition.

5. Enhanced safety ABS, Air Bag & Brake Boosters.

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VERSA

1. Comfort Flexi Seating with 1st , 2nd& 3rd row options.

2. All round Cooling Powerful air condition system with 130 cc compressor. Single or twin AC option.

3. Technology Metatech engine. Smooth and quiet. Higher power to weight ratio, than any MUV, resulting in

superior pick up & acceleration.

4. Electronic Power Steering Lesser Load on engine. Computer controlled self diagnosis.

5. SafetyDynamic safety surround system.

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SWIFT

1. Great Looks- Style European design. Shapely hatch. Curvy Bumper Lamps extended from shoulder line

2. Sportiness Three Spoke steering wheel.

Spehirical shift knob.

Easy to read instrument panel3. Driving Comfort Extensive seat adjustability. Automatic Climate Control

4.

Safety

5. Winner all the way

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SWIFT DZIRE

1. New Generation Sedan2. International Style

Muscular Wheel arches, Chrome grille pinch rear boot lid.3. State of the Art Technology

Fully Auto Climate Control, Steering mounted audiocontrols, ABS, EBD, Dual air bags, EPS.

4. Choice of Petrol or Diesel5. Comfort- Luxurious Interiors

WAGON R DUO

1. Easy driving in city, less gear shifting.

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2. Faster acceleration.3. Tested and trusted, full safety.4. Fire extinguisher & manual shut off valve.5. Clean performance, Less Pollution

GRAND VITARA

1. High Power and Torque Safer overtaking. Effortless city driving and less frequent gear changes.

2. All time4wd Better cornering control. Better grip on slippery surfaces.

3. High ground clearance and large tyres Clears potholes with ease, keeping occupants comfortable.

4. Low Turning radius Easy maneuverability in tight spots.

5. New urban styling

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Clam shell bonnet. Flared wheel arches.

SX4

1. Extra Large and Safe Car Tallest and Longest Largest tyres and highest ground clearance ABS, EDB Dual Air bags

2. Extra Luxurious Integrated Stereo with Steering mounted controls Auto temp.

3. Extra powerful engine DOHC with 4 valves per cylinder

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Power 102 bhp, Torque 145nm4. Extra Fuel Efficient

Best in class mileage

A STAR

1. Fuel mileage of 19.6 kmpl2.

KB series engine Euro 5 ready

3. International aero dynamic styling4. Refined driving pleasures5. High degree of safety

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GYPSY

1. Better acceleration.2. Faster engine response3. Less emission4. More power5. Lesser chances of underbody damage & better off road capability.

KIZASHI

The Suzuki Kizashi sedan is the first of its kind for the Japanese

automaker, Offering all- wheel drive and a large passenger area. The

kizashi features bold and sporty styling inside out, and delivers a fantastic

value compared to other sedans in the class.

Kizashiis a Japanese word which means "somethi ng great is coming",

"omen", "sign", or "warning", so it is possible Suzuki means to suggest to

other automobile manufacturers that its Kizashi is an example of Suzuki's

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future products. The Kizashi aspires to be Suzuki's flagship sedan and

currently exceeds Japanese government regulationsconcerning exterior

dimensions and engine displacement for cars classified as "compact".

LITERATURE REVIEW

What is a Strategy?

Strategy, a word ofmilitary origin, refers to a plan of action designed to

achieve a particulargoal. In military usage strategy is distinct fromtactics,

which are concerned with the conduct of an engagement, while strategy is

concerned with how different engagements are linked. How a battle is

fought is a matter of tactics: the terms and conditions that it is fought on

and whether it should be fought at all is a matter of strategy, which is part

of the four levels of warfare: political goals orgrand strategy,

strategy, operations, and tactics. Building on the work of many thinkers on

the subject, one can define strategy as "a comprehensive way to try to

http://en.wikipedia.org/wiki/Vehicle_size_class#Japanhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Planhttp://en.wikipedia.org/wiki/Objective_(goal)http://en.wikipedia.org/wiki/Military_strategyhttp://en.wikipedia.org/wiki/Military_tacticshttp://en.wikipedia.org/wiki/Grand_strategyhttp://en.wikipedia.org/wiki/Operation_(military)http://en.wikipedia.org/wiki/Tactichttp://en.wikipedia.org/wiki/Tactichttp://en.wikipedia.org/wiki/Operation_(military)http://en.wikipedia.org/wiki/Grand_strategyhttp://en.wikipedia.org/wiki/Military_tacticshttp://en.wikipedia.org/wiki/Military_strategyhttp://en.wikipedia.org/wiki/Objective_(goal)http://en.wikipedia.org/wiki/Planhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Vehicle_size_class#Japan

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pursue political ends, including the threat or actual use of force, in a

dialectic of willsthere have to be at least two sides to a conflict. These

sides interact, and thus a Strategy will rarely be successful if it shows no

adaptability."

What is a Marketing Strategy?

Marketing strategyis the total and unbeatable instrumental or a plan

shaped and designed specifically for attaining the marketing objectives of

a firm. A marketing mission and objectives tell us as to where we want to

go and marketing strategy provides us with the grand design for reachingout there. Marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase

sales and achieve a sustainable competitive advantage.

TYPES OF STRATEGIES

Marketing strategies may differ depending on the unique situation of the

individual business. However there are a number of ways of categorizing

some generic strategies. A brief description of the most common

categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms areclassified based on their market share or dominance of an industry.

Typically there are four types of market dominance strategies:

Leader Challenger Follower Nicher

http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Competitive_advantage

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Porter generic strategies - Strategy on the dimensions of strategicscope and strategic strength. Strategic scope refers to the market

penetration while strategic strength refers to the firms sustainable

competitive advantage.

Innovation strategies - This deals with the firm's rate of the newproduct development and business model innovation. It asks whether

the company is on the cutting edge of technology and business

innovation.

Growth strategies -In this scheme we ask the question, How shouldthe firm grow? There are a number of different ways of answering that

question, but the most common gives four answers:

Horizontal integration Vertical integration Diversification Intensification

Customerisstrictly, the ultimate consumer of a product, the ultimate user

of a product; the person who derives the satisfaction or the benefit offered.

The 'consumer' is not necessarily the customer, since there are often

'customers' in the buying/ distribution chain; moreover, the consumer is

frequently not the person who makes the buying decision; for instance, in

the case of many household products, where the housewife may make the

purchase but consumption or use is by the whole family..

THE BUYING PROCESS

The complexity inherent in understanding consumer behaviour has led to

http://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Diversification_(marketing_strategy)http://en.wikipedia.org/wiki/Diversification_(marketing_strategy)http://en.wikipedia.org/wiki/Vertical_integrationhttp://en.wikipedia.org/wiki/Horizontal_integrationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Porter_generic_strategies

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the construction of models of the buying process which indicate the stages

through which the consumer passes from the time he or she first becomes

aware of a need for a product or service to the time when a product is

purchased, a brand selected, and the consumer evaluates the success of his

purchase decides whether to buy that particular product and / or brand

again. It the same time, such models usually indicate the social and

psychological forces which shape the potential buyer's action at each stage

in the process. The two principal aims of such model building are the

prediction of future behavior based on measurement of relevant variable

and the explanation of this behavior in terms of theoretically relevant

constructs.

The starting point for understanding the buyer is the stimulus-response

model shown below

Marketi

ngstimuli

Other stimuli Buyers

characteristics

Buyers

DecisionProcess

Buyers

Decisions

Product Economic Cultural Problem

recognition

Product

choice

Price Technological Social Information

search

Brand

choice

Place Political Personal Evaluation

decision

Dealer

choice

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Promoti

on

Cultural Psycholog

ical

Post-

Purchase

behaviour

Purchase

Timing

Purchase

amount

Stages in Buying Decision Process

Need

Recognition

Information

Search

Evaluation of

alternatives

Post

purchase

behaviour

The consumer passes through five stages : Problem recognition

information search, evaluation of alternatives purchase decision an

post-purchase behavior. Clearly the buying process starts long before the

actual purchase and has consequences long after the purchase.

This model implies that consumers pass through all five stages in buying a

product. But this is not the case, especially in low-involvement purchase.

Consumers may skip or reverse some stages. Thus a woman buying her

regular brand of toothpaste goes directly from the need for toothpaste to

the purchase decision, skipping information search and evaluation.

However, we have already used the model in above, because it capturesthe full range of consideration that arise when a consumer faces a highly

involving new purchase.

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MAJOR FACTORS INFLUENCING BUYING

BEHAVIOUR

Cultural

Social

Culture

Subculture

Social Class

Reference

group

FamilyRoles and

statuses

Personal

Age and

life-cyclestage

Occupation

Economic

circumstanc

es

Lifestyle

Personalityand self-

concept

Psychologic

al

Motivation

Perception

Learning

Beliefs and

attitudesBuyer

Rogers model for the adoption and diffusion of innovation Innovation

Adoption CURVE

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The Innovation Adoption Curve of Rogers is a model that classifies

adopters of innovations into various categories, based on the idea that

certain individuals are inevitably more open to adaptation than others is

also referred to as Mul ti-Step Flow Theory or Dif fusion of I nnovation

Theory.

Innovators

Brave People, Pulling the change. Innovators are very important

communicators.

Early Adopters

Respectablepeople, Opinion leaders, Try out new ideas, but in a

carefulway.

Early Majority

Thoughtful people, careful but accepting change more quickly than the

average.

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Late Majority

Skeptics, will use new ideas or products only when the majority is using it.

Laggards

Traditional people, caring for the old ways , are critical towards new

ideas, will only accept it if the new idea has become or even tradition.

The Di ff usion of I nnovations Curve(Innovation of adoption curve) o

Rogers is useful to remember that trying to quickly and massively

convince the mass of a new controversial idea is useless. It makes more

sense in these circumstances to start with convincing innovators and early

adopters first. Also the categories and percentages can be used as a first

draft to estimate target groups for communication purposes.

Di ff usion research focuswas on five elements: 1) the characteristics of an

innovation which may influence its adoption; 2) the decision-makingprocess that occurs when individuals consider adopting a new idea,

product or practice; 3) the characteristics of individuals that make them

likely to adopt an innovation.

TARGET MARKETING

Target Marketing involves breaking a market into segments and thenconcentrating your marketing efforts on one or a few key segments.

The beauty of target marketing is that it makes the promotion, pricing and

distribution of your products and/or services easier and more cost-

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effective. Target marketing is the selection of customers you wish to

service. The decisions involved in it are

Which segments to target How many products to offer Which products to offer in which segments

There are three steps to targeting:

Market segmentation Target choice Product positioning

One of the first things you need to do is to refine your product or service

so that you are NOT trying to be 'all things to all people.Next, you need

to understand that people purchase products or services for three basic

reasons:

To satisfy basic needs To solve problems To make themselves feel good

The next step in creating an effective marketing strategy is to zero in on

our target market.Target marketing is one of corporate America's most

effective business strategies.

Four Ways to Identify Target Markets

1. Geographic: The location, size of the area, density, and climate

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zone of your customers.

2. Demographics: The age, gender, income, family composition andsize, occupation, and education of your customers.

3. Psychographics: The general personality, behavior, life-style, rateof use, repetition of need, benefits sought, and loyalty

characteristics of your customers.

4. Behaviour: The needs they seek to fulfill, the level of knowledge,information sources, attitude, use or response to a product of your

customers.

One of the best ways to identify your target market is to look at your

existing customer base. Who are your ideal clients? What do they have in

common? If you do not have an existing customer base, or if you are

targeting a completely new audience, speculate on who they might be,

based on their needs and the benefits they will receive. Investigate

competitors or similar businesses in other markets to gain insight.

TARGET MARKETING

Who are your best customers? Where should you direct yourmarketing activities?

Where and how should you allocate your advertising andpromotional efforts?

Target Marketing, provides Focusfor your business. It helps to establish

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critical Operational goals and defines what must be done to achieve them

What Customers Want?

Marketing is more than an activity, it is an attitude Instead of trying to get customers to buy what the firm likes to

make, or happens to have on hand, the marketing oriented firm tries

to produce or sell what its customers want which can be sold at a

profit.

Do not simply throw out everything that you now have and replacegoods or production machinery with completely new items.

However, as you analyze your market and customer profiles, and sogain an understanding of their wants, desires, and perceived needs,

you can begin to reorient your business over time to take best

advantage of these new insights. Consider both the short term and

long-term implications of developing and implementing the right

Target Marketing strategy for your business.

Customer Attitudes

For a long time, people have believed that advertising can be usedto change people's minds about what they want. This is an

incredibly difficult process and an extremely expensive. Because o

these two factors, it is a process that smaller firms simply cannot

afford to pursue. Instead, it is much more productive for any size

firm to tune in to target customer attitudes as they currently exist.

Once they have identified the actual prevailing attitudes, they can

begin to organize company resourcesneeded to constructively

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address and satisfy these attitudes the key question is,

" What are the existing customer attitudes?"With this as an objective,

developing an understanding of existing customer attitudes becomes

essential, and their identification becomes an important part of the

marketing process. Once these customer attitudes, needs or preferences are

identified, the entire firm can then organize itself to satisfy these needs as

completely and efficiently as possible

Target Marketing

COMPARISON OF AUTOMOBILE AND CONSUMER

DURABLES (At dealership level)

S.N

o

Attributes Automobile Consumer

Durables

1 Turnover High Low

2 Margin 8-12% 2-4%

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3 Penetration level More in small, large

in towns or cities

More in rural

and cities

4 Training of sales

executive

Executives get

training after every

specific period

As such no

training

5 Supplychain Co-> Dealer->

Customer

Co-

>Distributor-

>Dealer->

Customer

6 Discount Margin Cartel Depends on

dealer to dealer

7 CSR Proper well

organised

Only Sales

man is there to

serve the

customer

8 ASS Customer get 3free

service

Customer have

to go at

manufactured

level

9 Brand Association Customer first choice

is more pertinent

Customer can

change his or

her choice10 Payment

Instantaneous

Payment

More focus on

Finance &

Instalment

11 Post-Sales Follow More Less

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UP

12 Buying Procedure Customer can wait

for new model

Instant buying

13 Database Large Few

14 Brand Transition Single-Tier Multi-Tier

15 Advertisement Parent Company &

dealer both give

advertisement

Only from

Parent

Company

16 Loyalty Programs Yes No

17 Customer

Satisfaction Index

Well- Defined &

Organized

None

18 Promotion Free Service Camps None

19 Customer

Retention

More Very Less

OBJECTIVES OF THE COMPANY

Marutis marketing objective is to continually offer the customer new

products and services that:

Reduce the customers cost of ownership of their cars; and

aspects and stages of car ownership, to provide what they refer to as

the 360 degree customer experience.

They sell ten models with more than 50 variants in segments A, B, C, and

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utility vehicle segment of the Indian passenger car market. Of these, they

manufacture nine models and import the Grand Vitara as a completely

built unit from Suzuki in Japan. Their models and variants are designed to

address the changing demands of the market and are periodically upgraded

in technology, styling and features. To take advantage of the brand

recognition associated with their products, they retain the brand name of

the product through various stages of product upgrades over time. For

example, the version of the Maruti 800 brand currently sold in the market

is a significantly upgraded version, in terms of technology, design and

styling, of the Maruti 800 launched in 1983.

A Maruti 800

A OMNI

B Zen

B Wagon-R

B Alto

C Esteem

C Baleno

C Versa

C SWIFT

Utility Vehicle Gypsy King

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Utility Vehicle Grand Vitara

CHAPTER 2

RESEARCH DESIGN &METHODOLOGY

The nature of the project work has been exploratory as no hypothesis is taken to be

tested. Though the conclusions drawn could be taken as hypothesis and further

tested. The reason for choosing exploratory research design is the fact that project

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report has been primarily based on the secondary sources of data, whose

authenticity could be assured of.

The reluctance of the companys personnel in parting with much of information ledthe project report to be based substantially on the secondary source of data. The

sources of data collection:

Primary Sources

In order to gather information about the various products, I personally visited a

number of retail markets and collected data pertaining to the prices of the products

offered. The market visits were useful in knowing the comparative prices and

quality of the offered brands. Details regarding the packaging were collected and I

also inquired about the various sales promotion schemes, distribution strategies

followed by the companies.

Secondary Sources

Information was collected from sources such as public libraries, newspapers,

business magazines. Besides these, use of internet was also made in collecting

information. The data collected from internet has been adequately structured and

used at appropriate places in the report. This particular way of data collection was

used because of its low cost and less time.

The information gathered included :

Induction book of Maruti Suzuki. Press clippings. Pictures Newsletters.

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CHAPTER 3

RESULTS & DISCUSSIONS

FINDINGS FROM SURVEY

Total Number of Respondents: 15 Officials

Number of Respondents

Jamkash Vehicleades Pvt Ltd 5

Hyundai Motors India Ltd 2

General Motors 2

Tata Motors 5

Ford India Limited 1

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Do you face problems in maintaining good relationship withcustomers?

QuiteFrequently

Frequently Average Rarely

Jamkash

Vehicleades

2 3 - -

Hyundai Motors

India

- 2 - -

General Motors - 2 - -

Tata Motors 3 2 - -

Ford India Limited - 1 - -

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Findings:According to the responses of the respondents it can be concluded that

all the respondents face problems in maintaining good and effective relationships

with customers. With changing customer needs its quite obvious that maintaining

good relations with customers need an effort on part of the Dealers and

Manufacturers.

How well can your company identify its end user customers?

Jamkash Vehicleades Pvt Ltd:The companys endeavour is to be close to thecustomer, to anticipate and fulfil their needs. Maruti offers auto insurance, auto

finance, corporate lease and fleet management and resale of pre-owned cars in

partnership with its dealers. For the first time, car customers in India are able to

access these services through a one-stop shop, backed by the leader brand.

Hyundai Motors India Ltd:Hyundai Motor India is at a very exciting stage inIndia today. They are experiencing tremendous growth, which is a true sign of

enjoying customer confidence. In order to strengthen their position further in

Frequently,

67%Rarely, 0

Averag

e, 0

Quite

frequently,

33 Frequently

Rarely

Average

Quite frequently

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the Indian market, they need to continuously work on building their corporate

reputation while aggressively positioning their products.

General Motors:General Motors is positioned as a mature and responsible carmanufacturer, which offers great value-for-money products to its customers.

The company leverages its global expertise to manufacture and market well

engineered and safe products through its well-established retail network that

provide an excellent ownership experience to its customers.

Tata Motors:The foundation of the companys growth over the last 50 years isa deep understanding of economic stimuli and customer needs, and the ability to

translate them into customer-desired offerings through leading edge R&D.

Ford India Ltd: Ford India has reaffirmed its commitment to enhance thepurchase and ownership experience for its customers with the rollout of Ford

Brand@Retail concept across the country.

Can your company differentiate its customers based on their value toyou and their needs from you?

Yes No

Jamkash Vehicleades 5 -

Hyundai Motors India

Ltd

2 -

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General Motors 2 -

Tata Motors 5 -

Ford India Limited 1 -

Findings: According to the respondents (officials) at all the Five Automobile

Majors their company was able to differentiate its customers based on their value

to them and their needs from the company. This is important for the automobile

industry because the dynamics of selling cars is changing and manufacturers and

dealers who fail to meet the rising needs and expectations of their customers will

lose out to those who can. Buying a new car is an experience customer will

remember for a long time and ensuring that this experience is a satisfactory one, is

essential in building brand loyalty and customer advocacy.

How well do you interact with your customers?

Yes

100%

No

0%0%0%

Yes

No

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JamkashVehicleadesPvtLtd:Their overall strength lies in building anorganization that is sharply focused on the voice of the customer. As a major

step in this direction they have started Call Center service with toll-free number

for the people of National Capital Region in year 2000. This service, named

Anytime Maruti, is now available nation-wide. Customers in over 700

cities/towns across India can contact them any time during the day and all

days of the week. The toll-free service is 1800 1800 180, it is accessible from

any fixed-line or mobile phone of BSNL/MTNL network across the nation.

Hyundai Motors India Ltd: The Company has set up more than 70 dealerworkshops that are equipped with the latest technology, machinery, and

international quality press, across the country, thereby providing a one-stop

shop for a Hyundai customer. Hyundai also has a fleet of 78 emergency road

service cars -specially equipped Santro that can provide emergency service to

all its customers anytime, anywhere.

General Motors:To bring greater value and service to customers, they haveintroduced the GM Service Plus a unique cluster of services, designed to

compliment every aspect of owning a car and ensuring complete peace of mind.

Tata Motors: The company has strengthened its distribution and customer carenetwork and today has 77 dealers and 230 authorized service outlets spread

across 119 locations in India.

Ford India Ltd: Ford solutions aims to provide quality, peace-of-mindproducts for the customer and embodies a brand synonymous with its ability toprovide products that can be tailored to suit one's individual needs. Customers

can place a online service request at Ford.

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How well does your company customize its products and services basedon what it knows about its customers?

Highly

Customer

centric

Somewhat

Customer centric

Not Customer

centric

Jamkash

Vehicleades

5 - -

Hyundai Motors

India Ltd

2 - -

General Motors 2 - -

Tata Motors 5 - -

Ford India Ltd 1 - -

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Findings: All the officials of the Automobile Majors agree that all products and

services are highly customer centric and based on the information they know about

the customers.

Has the company established quality assurance processes?

Yes No

Jamkash Vehicleades 5 -

Hyundai Motors India

Ltd

2 -

General Motors 2 -

Tata Motors 5 -

Somewhat

customer centric

0%

Not customer

centric

0%

Highly customer

centric

100%

0%

Somewhat customer centric

Not customer centric

Highly customer centric

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Ford India Limited 1 -

Findings: According to all the respondents their respective companies have

established quality assurance processes.

Does the company take customers' needs into consideration whenselecting and implementing technology?

Yes No

Jamkash Vehicleades 5 -

Hyundai Motors India

Ltd

2 -

Yes

100%

No

0%

Yes

No

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General Motors 2 -

Tata Motors 5 -

Ford India Limited 1 -

Findings: According to all the respondents their respective companies take

customers' needs into consideration when selecting and implementing technology.

As per officials of GM the Tavera is a classic case of an India-specific product.

Though it is an international product, the car has been totally re-engineered for

Indian market requirements.

At Hyundai Segment-needs and budgets are specific and a suitable variant strategy

is inevitably required to meet different segment-needs and to be a volume player in

the segment. The variants are decided after considerable research. They have been

targeted at different segments and they presently witness a healthy mix. As this

segment evolves they rationalise the variant strategy and add or delete variants to

meet market requirements. They have put in place a customer contact programme

where they interact with customers in groups as well at an individual level at

regular intervals to assess their needs and overall experience with their product.

Does the company provide its employees with technology that enablesthem to help customers?

Yes

100%

No

0%

Yes

No

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Yes No

Jamkash Vehicleades 5 -

Hyundai Motors India

Ltd

2 -

General Motors 2 -

Tata Motors 5 -

Ford India Limited 1 -

Findings: According to all the respondents the company provides its employees

with technology that enables them to help customers. Employee and DealerTraining is a part of every company Customer Service Initiative. This enables them

to provide the customers with state of art products and service to customers.

Yes

100%

No

0%

Yes

No

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Does the company maintain a strategy for collecting and usinginformation about customers?

Yes No

Jamkash Vehicleades 5 -

Hyundai Motors India

Ltd

2 -

General Motors 2 -

Tata Motors 5 -

Ford India Limited 1 -

Findings: According to all the respondents they have proper information about

their most profitable customers. Companies use Informal Meetings, Sales

Interaction and calls to collect relevant information needed to maintain good

customer relationship. The most effective companies like Tata Motors use all the

above while most of other track the data during sales interaction. All the

Yes

100%

No

0%

Yes

No

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Automobile majors surveyed used CRM software for tracking Customer

Information. According to the officials Customer and Supplier Feedback are

gathered through Call Centers, Mails and Direct Interviews. There are other

methods too but the above three are the most cost effective.

How effectively does the company combine information on customerswith its experiences to generate knowledge about its customers?

Highly Effective Somewhat

Effective

Not Effective

Jamkash

Vehicleades

4 1 -

Hyundai

Motors India

Ltd

2 - -

General Motors 2 - -

Tata Motors 3 2 -

Ford India Ltd 1 - -

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Findings: All the 80% officials of the Automobile Majors their company highly

effective in combining information on customers with its experiences to

generate knowledge about its customers while 20% said that the company

was somewhat effective.

What steps has the company taken to improve the total experience of itscustomers?

According to the Jamkash Vehicleades Pvt Ltd Officials: Sales experience isthe most important factor, accounting for 37 per cent of the SSI score, and

includes issues such as fulfilment of commitments and lack of hassles during

the sales process, overall honesty and integrity of the dealership personnel and

sufficient time to make the decision. Maruti entered the Indian car market, to

provide fuel efficient, low-cost vehicles, which were reliable and of high

quality. It also offered customers a friendly sales and after sales service.

According to Hyundai Motors (India) Officials: Hyundai's big hit was itscompact family car named Santro which became a huge hit with its launch. It

has close to 260 of the latter. Hyundai offers service for less, it's easily

Somewhat

effective

20%

Not effective

0%

Highly effective

80%

0%

Somewhat effective

Not effective

Highly effective

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reachable and allows flexibility. HMIL launched Achieve Q1P1 quality

campaign on March 24, 2006 primarily focusing on achieving the Global No.1

Quality & Brand image.

According to Ford India Limited officials: Presently Ford is offering sevendifferent models. FIL was the first subsidiary of a multinational car

manufacturer in India to launch a car designed specifically for India. They have

consistently adapted the specification of the Ikon to ensure it meets the needs of

Indian consumers.

According to GM officials: General Motors target is to offer a choice ofproducts to their customers to match their different needs and budgets.

However, they are focusing on the fast growing MPV segment with the

Chevrolet Tavera and have invested substantially in this product line.

According to Tata Motors Officials: TATA Motors is India's foremost, and theonly fully integrated automobile manufacturer. TATA Motors required a

standardised solution that would provide them with:

Increase in sales and profitability by easy management. Improved accuracy of dealer-captured information. Collaboration between vehicle manufacturers and dealers..

How much 'influence do customers' needs have on the company'sproducts and services?

Very High Substantial Very Low

Jamkash

Vehicleades

3 2 -

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Hyundai Motors

India Ltd

2 - -

General Motors 2 - -

Tata Motors 2 1 2

Ford India Limited 1 - --

Findings: All the 67%(10) responding officials of the Automobile Majors

customer needs have a very high influence on companys products and services

while 20%(3) respondents said that it had substantial influence while 13%(2)

respondents said that customer needs had very low influence on companys

product and services.

ANALYSIS

substantial

20%

very low

13%

very high

67%

0%

substantial

very low

very high

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Corporates, don't talk about exceeding customer satisfaction - that's passe - the

time has come to `dazzle the customer'. But to do that, first you must get customer

relationship management (CRM) in place. In the context of India, this is very

crucial as the recent World Economic Forum Report on Global Competitiveness

has ranked India 43 out of 49 nations surveyed, on `customer orientation'.

Managing customer relationships is not only complex but is also multi-faceted and

thus calls for an inter-disciplinary approach. Particularly, as in the New Economy,

the customer has become very demanding and the emphasis needs to be on being

consumer-centric. Technology solutions as applied to various front-end functionscould aid in building a viable link between the organisations and customers

irrespective of geographical separation

Besides technology, systems and processes, another important link is human

resource, If CRM is the key, HR would be the nerve centre for any CRM activity.

At MarutiUdyog Ltd the first step for a company to enhance value through CRMwas to identify its target base. At Maruti, the categories which emerged were:

* Two-wheeler owners;

* Customers taken away from the competition;

* Services sector.

After identifying the target, the next stage was to build on customer relationships.

Maruti, therefore, began evaluating the current database of consumers to identify

those who wanted Maruti service or better still, wanted to upgrade up the value

chain in Maruti products. Third, it began working in tandem with the oil industry

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to get data feedback on two-wheeler consumers-and identify those ready to move

into four-wheeler purchases. Ultimately, CRM is all about value enhancement for

the organisation.

Faced with increasing competition from abroad, a cyclical business environment,

and the challenge of a widely dispersed dealer network, Tata Motors implemented

Siebel Automotive, a comprehensive customer relationship management (CRM)

solution designed specifically for companies in the automotive industry.

Seamlessly integrated with Tata Motors dealer management system and SAP

back-office applications, Siebel Automotive has delivered significant benefitsacross the extended organization, including improved customer satisfaction,

increased revenue and productivity, and reduced costs.

The Siebel CRM solution enables Tata Motors to gather feedback on products to

improve design or manufacturing quality as well as measure the effectiveness of

marketing campaigns and programmes. The automaker selected Siebel Automotive

because of its partner management capabilities to handle its large dealer network,

the solution's zero-footprint web-based architecture and user-friendly interface-

critical to support thousands of salespeople with various skill levels.

Improved demand forecasting, planning, logistics management, andinventory management

Overall reduction in quality-related costs due to faster product performancefeedback

Improved workflow and escalation of customer grievances for fasterresolution

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Increased revenue growth from both higher vehicle sales and a rise in thecompany's after-sales parts business

FINDINGS OF THE STUDY

Maruti Suzuki Sales in November 2011

New Delhi, December 01, 2011

Car market leader Maruti Suzuki India Limited sold a total of 91,772 vehicles in

ovember, 2011. This includes 8,902 units for export.

Sales grew by 6% in the Super-compact segment comprising of DZire and by 9.8%

in the Mid-size segment (SX4).

The sales figures for November 2011 are given below:

Category

: Sub-

Segment

Models

November Till November April

'10 -

March

'11

2011 2010%

Change

2011-

12

2010-

11

%

Change

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Passenger Vehicles

Mini

M800, Alto,

A-Star,

WagonR

38921 53489 -27.2% 298830 361887 -17.4% 573238

CompactSwift,

Estilo, Ritz22159 23014 -3.7 % 133533 176328 -24.3% 261799

Super

CompactDzire 10403 9810 6.0% 60787 69815 -12.9 % 107955

Mid-Size SX4 1433 1305 9.8% 11662 13241 -11.9% 23317

Executive Kizashi* 162 --- --- 336 --- --- 138

Total A: Passenger

Vehicles7307887618 -16.6% 505148621271-18.7% 966447

B: Utility

Vehicles

Gypsy,

GrandVitara

180 199 -9.5% 4296 4428 -3.0% 5666

C: Vans Omni, Eeco 9612 14686 -34.5% 97973 105182 -6.9% 160626

Total Domestic Sales 82870102503-19.2% 607417730881-16.9% 1132739

Total Export Sales 8902 10051 -11.4% 73783 97559 -24.4% 138266

Total Sales (Domestic

+ Export) 91772112554-18.5% 681200828440-17.8% 1271005

* Kizashi was launched in February 2011.

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MARUTI CAR PRICES IN INDIA

Maruti 800 : Rs 1,95,028- 2,33,784

Maruti A Star :Rs 3,59,838- 4,37,737

Maruti Alto : Rs 2,32,247- 3,28,126

MarutiEoco :Rs 2,82,397- 3,79,962

Maruti Grand Vitara :Rs 16,94,382- 18,26,660

Maruti Gypsy :Rs 4,99,386- 5,63,240

Maruti Kizashi :Rs 16,50,000- 17,50,000

Maruti OMNI :Rs 1,98,754- 2,62,552

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Maruti Ritz :Rs 4,02,251- 5,39,014

Maruti SX4 :Rs 7,00,006- 9,01,088

Maruti SWIFT :Rs 4,09,341- 7,19,873

Maruti SWIFT Dzire :Rs 4,94,557- 7,19,873

Maruti Wagon-R :Rs 3,35,550- 4,20,795

Maruti Zen Estilo :Rs 3,27,272- 4,14,065

ORGANISATION STRUCTURE AT JAMKASH VEHICLEADES

Mrs.Gunjanrana

M.D

Col. Rattan Singh

G.M

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MARUTI SUZUKI SALES TREND

PROFIT & LOSS RATIOS % TO NET SALES FOR 2010-11

ExecutivesExecutives

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SALES VOLUME

NETWORK DETAILS

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BUSINESS STRATEGY

They intend to continue to focus on the small car segment, while offering

products in most segments of the Indian passenger car market. They aim to

achieve their principal objectives by pursuing the following business

strategies:

Maintain and enhance their product range:They intend to utilize Suzukis

expertise in small car technology to produce new variants of their existing

models and to upgrade their products with contemporary technology and

features.

Increase reach and penetration: They plan to continue to utilize their

extensive sales and service network to increase the reach, in terms o

geographical spread, and penetration, in terms of sales volumes, of their

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products across India.

Increased availability of automobile finance:They continue to seek

opportunities to expand the size of the Indian passenger car market,especially in the small car segment, through facilitating easy availability o

automobile finance. To that end, they have recently entered into an

agreement with the State Bank of India.

Secure repeat purchases by offering a 360 degree customer

experience: On the basis of their belief that securing repeat purchases from

an existing customer requires less expenditure than acquiring a newcustomer, they aim to provide customers with a one-stop shop for

automobiles and automobile-related products and services.

Continue to benchmark their manufacturing capabilities: They plan to

continue to benchmark our manufacturing capabilities with the most efficient

car manufacturing facilities of Suzuki and its subsidiaries.

Continue to reduce costs to offer more competitive products:

Cost competitiveness has been, and continues to be, central to their strategy

as the leading manufacturer in the small car segment to expand the size of the

market by offering competitively priced, high quality products. The

components of this strategy are:

Higher levels of localization Vendor participation in cost reduction Cost reduction on warranties Reduction in initial investment cost

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Reduction in number of vehicle platforms Achieve further cost reduction through higher productivity

Lower cost of ownership:

Through their business strategies, they seek to reduce the consumers

cost of ownership of their cars, which comprises the cost of purchase,

the cost of fuel and maintenance, including spare parts and repairs,

during the life of the vehicle, insurance, and resale value.

NEW BUSINESS INITIATIVES

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THE K-SERIES ENGINE

MARUTI SUZUKI BETS BIG ON RURAL INDIABusiness Standard

Maruti Suzuki India Ltd, the market leader in the domestic passenger car segment,

aims to maintain its numero uno position in Uttar Pradesh with renewed focus on

the rural market. The company has a consolidated market share of 62 per cent in

Uttar Pradesh compared with a 55 per cent pan-India share across all segments.

"UP is basically is a small car market and we plan to leverage our product portfolio

and marketing initiatives to remain on top here," Partho Banerjee, general manager

(marketing strategy & development), told Business Standard here. He elaborated

that the company had a three-pronged marketing strategy which includes focussing

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on the rural market, tying up with public sector units (PSUs) and appointing

resident local marketing executives in smaller towns. Commenting on the current

credit crunch facing the Indian market, Banerjee admitted that the company would

find it difficult to achieve the original target of 10 per cent growth this

fiscal.Banerjee was here to launch the latest offering in the competitive A2

segment from Maruti Suzuki stable 'A-star' in UP market. The base model of A-

star would cost Rs 3.55 lakh (ex-showroom), while the top-model carries a price

tag of Rs 4.21 lakh. A-star will be made in over 200 variants and exported to

almost 150 countries in Europe, the Gulf, Latin America, Asia, Australia and

Africa

NEXT GENERATION CNG CARS

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Launches five factory-f it ted CNG models across segments

Advantage Customer:

Contemporary i-GPI technology Vehicle body design for CNG system

Performance and Driveability at par

with gasoline powered engine

Safety reinforced: High Quali

Components, Integrated wiring harnes

CNG system leak-proofing, toughene

suspension

High fuel efficiencyDual ECU system for enhance

performance

Lower running costs by 60 percent Extensive performance testing

Peace of Mind: Full warranty coverage. o compromise on engine life

Delhi Auto Expo 2012 : MARUTI LAUNCHES NEW SUV XA ALPHA CAR IN INDIA

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Maruti SUV XA Alpha Specifications

It has a K-Series Diesel engine. All wheel drive (AWD) variants. It has a Wheelbase of 2500 mm. Compact SUV Car with good mileage. It has a Monocoque structure. It consists 5 seats.

LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also suffers from

certain limitations. Some of them are as follows:

Collection of data was a time consuming method in which continuousguidance was required.

Questionnaire method involves some uncertainty of response. Co-operationon the part of informants, in some cases, was difficult to presume.

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It is possible that the information supplied by the informants may beincorrect. So, the study may lack accuracy.

Since the questionnaire was filled by the officials on behalf of theirrespective companies, so the answers may be biased.

SUGGESTIONS

Facade/Quality of dealership should improve. Most dealers do not have their specific websites. All Japanese 5s concept (Seiro, Sieton, Sciso, Seioetse, Shitsuke) should be

put into practice at Dealership.

Maruti should regard as generous discount offers during Festival Season likeNavratra, Dusshera, and Diwali to gear-up their sales.

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Maruti should advertise in Sports because sports are increasingly cutting intothe share of mass entertainment channels.

Maruti can start Money Bond Scheme instead of giving Cash Discount withmore value. Customers eligible for an income bond, encashable after a

15year period.

Maruti Suzuki has to work on Comfort and Luxury. Maruti Suzuki is having a good hold on A2 Segment. They should work on

A3 and A4 Segments so as to increase its market share.

There is a mismatch of Demand and Supply. So increase the production rate.

CONCLUSION

Maruti Suzuki is one of Indias leading automobile manufacturers and themarket leader in the car segment, both in terms of vehicles and revenue.

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Maruti Suzuki is having strong foothold in A2 segment. Maruti Suzuki is the most economical brand, which makes people buy more

Maruti Suzuki Cars.

Product Knowledge among customers is very High. After sale services of Maruti Suzuki is its core competence. Maruti Suzuki is giving better sales experience than any other brand. Maruti Suzuki has maximum dealership and maximum service centres as

compared to other brands.

Maruti Suzuki Cars have low maintainence cost as compared to any otherbrand.

There are frequent/regular product launches by Maruti Suzuki. The promotional strategies implemented at dealership level are very

effective.

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Q5 How well does your company customize its products and services based

on what it knows about its customers?

Somewhat Customer CentricHighly Customer CentricNot Customer Centric

Q6 Does the company have established quality assurance processes?

YesNo

Q7 Does the company take customers' needs into consideration when selecting

and implementing technology?

YesNo

Q8 Does the company provide its employees with technology that enables

them to help customers?

Yes

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No

Q9 Does the company maintain a strategy for collecting and using information

about customers?

YesNo

Q10 How effectively does the company combine information on customers

with its experiences to generate knowledge about its customers?

Somewhat EffectiveHighly EffectiveNot Effective

Q11 What steps has the company taken to improve the total experience of its

customers?

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Q 12 How much influence do customers needs have on the company's

products and services?

Very HighSubstantialVery Low

BIBLIOGRAPHY

o Philip Kotler, Marketing Managemento Induction Module of Maruti Suzukio Maruti Suzuki Advantage guide

WEBLIOGRAPHY

o Marutisuzuki.como Carpricesindia.como Google.como Wikipedia.com

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o Hyundai.co.ino Tatamotors.como Carwale.com