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Submitted by: -
KAPIL SHARMA
PGDBM-
REG. NO. 200602094
1
DECLARATION
Place: -
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ACKNOWLEDGEMENT
(Kapil Sharma)
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INDEX
Introduction
Company Profile
o Milestones
o Awards
Maruti Products
Research Methodology
Market Research
o Customer Satisfaction
o Market Segmentation
o Positioning
o Suppliers
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Survey
o SWOT Analysis
o SCM Strategies
Recommendation
Limitation of Study
Bibliography
Questionnaire
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INTRODUCTION
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In the early 80's, a series of liberal policy changes were
announced marking another turning point for the automobile
industry. The very face of the industry was changed for ever in
1983 with the entry of public sector Maruti Udyog in a joint
venture with the Suzuki Corporation of Japan.
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OBJECTIVE OF THE STUDY
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COMPANY PROFILE
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Vision
Core Values
Customer Obsession
Fast, Flexible and First Mover
Innovation and Creativity
Networking and Partnership
Openness and Learning
Technological Advantage
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Production/R & D
Production Milestones
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Milestones
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2001 Zen LXi
Maruti True Value launched in Bangalore and Delhi
Maruti Versa, India’s first luxury MPV
Alto Spin LXi, with electronic power steering
Alto Vxi
Customer information centers launched in
Hyderabad, Bangalore and Chennai
Launch of versa
2000 First car company in India to launch a Call Center
New Alto
Altura, a luxury estate car
IDTR (Institute of Driving Training and Research)
launched jointly with the Delhi government to
promote safe driving habits
1999 Maruti 800 EX ( 796cc, hatchback car)
Zen LX (993cc, hatchback car)
Zen VXi (993cc, hatchback car with power
steering)
Omni XL (796cc, MUV, high roof)
Baleno (1600cc, 3 Box Car)
Wagon R
Launch of Maruti - Suzuki innovative traffic beat in
Delhi and Chennai as social initiatives
1998 Maruti launches website as part of CRM initiatives
Zen D (1527 cc diesel, hatchback car)
Zen VX & Zen VX Automatic
New (Omni & Omni E) (796cc, MUV)
Launch of website as part of CRM initiatives
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commencement of production
1996 Gypsy (E) (970cc, 4WD 8 seater)
Omni (E) (796cc, MUV, 8 seater)
Gypsy King (1298cc, 4WD, off road vehicle)
Zen Automatic (993cc, hatchback car)
Esteem 1.3L (1298 cc, 3 box Car)AX
Launch of 24-hour emergency on-road vehicle
service
1995 Esteem 1.3L (1298 cc, 3 box car)VX
With the launch of second plant, installed capacity
reached 200,000 units
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1982 License and JV agreement signed between Maruti
Udyog Ltd. and SMC of Japan
1981 Maruti Udyog Ltd was incorporated under the
provisions of the Indian Companies Act, 1956
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Awards
2005
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2004
2003
2001
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2000
1999
1998
1996
1994-95
1994
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1992-93
1991-92
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ISO 9001:2000
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Employee Quality Measures
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WHAT’S NEW
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The year also saw Maruti make major strides towards its
goal of becoming Suzuki Motor Corporation's R and D hub for
Asia outside Japan. It introduced upgraded versions of WagonR
and Zen, the latter completely designed and styled inhouse.
India's most popular car, Maruti 800, strengthened its
leadership with a 17 per cent growth even as Maruti's
partnership with State Bank of India and its Associate Banks
enabled it to reach car finance to smaller towns and cities
across the country.
During the year, Maruti consolidated its leadership in the
A 2 (premium compact) segment, with Alto growing by over
130 per cent and finishing as the country's fastest growing A2
Segment model for the year.
With the launch of Grand Vitara XL-7 during the year,
Maruti marked its entry into the top-end Luxury SUV segment
of the Indian car market.
The record sales performance was ably supported by
Maruti's dealerships. During the year, the company ended its
relationship with several non-performing dealerships and
enhanced it with the good performers. The new car sales
network grew from 243 outlets to 280, with coverage
expanding from 160 cities to 182.
The dealerships also participated in the expansion of
Maruti's new businesses, including Maruti Insurance, Maruti
Finance, Maruti True Value (Pre Owned cars) and N2N
(Corporate Lease and Fleet Management Services). These
services made Maruti vehicles even more attractive for
customers.
“Maruti's service network, known for its size and
quality, expanded to a landmark 1000 cities and towns
during the year”.
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The Maruti-managed Institute of Driving Training and
Research in Delhi made major contribution to safe drivinq
which was widely recoqnised. notably by the Hon'ble Delhi
High Court.
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MARUTI PRODUCTS
Maruti Vitara
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Maruti Wagon R
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accordingly, including a new engine. Wagon R is Japan’s top
selling model, and it is to be seen if it’s success can be
emulated in India.
Maruti Alto
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Maruti Esteem
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The Esteem is available in a large number of variants.
New Euro 2 variants of the Esteem LX, VX and AX are the
biggest attraction now. As for the diesel variants there is the
Esteem Di and the base Esteem D version. Then there is the
Esteem Vxi and the Esteem LX Euro 1 version.
Maruti Baleno
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and heavier and is equipped with some standout features like
grip assist, which is there both in the front and the rear,
electrically operated A/C louvre switches, a rear windshield
wiper and washer, roof rails, foot rest and luggage hooks.
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upper-end model to compete with the Opel Astra, the
Mitsubishi Lancer and the Honda City. The Baleno is Suzuki's
biggest and most important passenger car.
Maruti 800
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compact, nimble and the easiest thing to drive in urban
surroundings. Parking is also not a problem for this baby.
For those wanting to save on fuel the Maruti 800 is the answer.
The increased power hasn't changed its fuel efficiency. It gives
a highway run of 21.9 kmpl, while in the city it gives 13.9 kmpl.
Maruti Gypsy
Apart from this the two are nearly the same as they both
give 80 bhp power @ 6000 rpm and come with a 1300cc
engine pulled by a torque of 103 Nm @ 4500 rpm.
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Maruti Omni
Maruti Versa
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If you are looking out for a station wagon that you can
drive to work and also take out your
family and friends for a picnic, you
can safely reach out for the Maruti
Versa, a mini-van with the looks of a
car.
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Maruti family parts bin to bring down costs. With a similar
dashboard, steering wheel and instrument panel, there is very
little difference between a Versa, the Alto or a WagonR. But
the new SDX version of the Versa has a leather-wrapped
steering wheel and metallic finished dashboard.
Maruti Zen
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car by Maruti designed for the worldwide market, with India
being the only production hub. The car's design and
specifications are contemporary with world standards.
The Zen was also the first Indian car to win accolades
abroad, being voted the best car in its category in Belgium and
the Netherlands in 1997 in addition to being the top car in the
UK in terms of operating costs in the same year.
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Safety features in all the variants include: energy
absorbing collapsible steering column, side-impact door beams
in front and rear, child-proof locks on rear doors, rear
windshield wiper and washer, central locking and protective
mouldings on side.
Maruti Swift
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closest competitor, the Hyundai Getz, prices of which start at
around Rs 4.5 lakh. Sources said that while Maruti had
indicated that prices would change, the timing has come as a
bit of a surprise, as one would have expected the introductory
pricing to be in force for at least a month. According to other
sources, Maruti had not expected so many bookings, and the
company wouldn't mind the little extra breathing space if some
potential customers cancelled their bookings.
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Cielo will be priced close to a new Maruti 800. This could put
a question mark on the prevalent assumption that a large
number of current two-wheeler users in India will
graduate to a Maruti 800 in future with higher incomes.
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future so Maruti 800 beware India is slipping out of
your hands.
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Research Methodology
Research:
Problem Identification:
Research design
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3) What sampling plan would be used?
• Questionnaire
• Magazines
• Journals
• Internet
• Annual Reports
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Sample size: Sampling plan is to decide the population for
study. My total sampling for research is 100 for different areas
of Agra.
Customer Satisfaction
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advisor experience, most user-friendly service and best service
initiation experience.
At Maruti Suzuki, you will find all your car related needs
met under one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to
provide a single-window solution for all your car related needs.
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We are proud to have the lowest cost of operation/km (among
petrol vehicles) - the top 6 models are all Maruti Suzuki
models: Maruti 800, Alto, Swift ,Zen, Omni and Wagon R.
Marketing Research
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The nature of marketing research can better be
understood if we explain it from seven points of view, viz.
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1. As an economic resource
2. As a system of authority
3. As an activity of marketing management
4. As team effort
5. As an art or science
6. As a profession
7. As an interdisciplinary
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MARKET SEGMENTATION
Segment A:
Economy segment, comprising cars priced less than RS
250,000 and in this category Maruti 800, Maruti Omni and
Alto are major players with Maruti 800 as undisputed market
leader.
Segment B:
Mid-size segment, comprising cars in the RS 250,000 and
Rs. 450,000 price bracket, e.g., Maruti Zen, Maruti Alto,
Swift, Tata Indica, Matiz, Hyundai Santro and Fiat Palio
are major players.
Segment C:
Premium segment, comprising cars priced at higher than
Rs. 450,000-1,000,000 e.g., Maruti Esteem, Tata Sierra,
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Peugeot 309, Opel Astra, Cielo, Ford Escort, Mitsubishi
Lancer.
Segment D:
POSITIONING
SUPPLIER
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is heavily dominated by manufacturers who sell unbranded
products at very low prices.
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VISION AND VALUES
VISION
VALUES
• CUSTOMER OBSESSION
• FAST, FLEXIBLE & FAST MOVER
• INNOVATION AND CREATIVITY
• NETWORKING AND PARTNERSHIP
• OPENNESS AND LEARNING
HR VISION
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TRAINING & DEVELOPMENT
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Maruti Dealer Network
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MARUTI AUTHORIZED SERVICE STATIONS (MASS)
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MARUTI AUTHORIZED SERVICE STATIONS (MASS)
• A. NICOBAR
• ANDHRA PRADESH
• ARUNACHAL PRADESH • JHARKHAND
• ASSAM • KARNATAKA
• BHUTAN • KERALA
• BIHAR • MADHYA PRADESH
• CHANDIGARH • MAHARASHTRA
• CHATTISGARH • MIZORAM
• DADRA & NAGAR • MEGHALAYA
HAVELI • NAGALAND
• DELHI • ORISSA
• GOA • PUNJAB
• GUJRAT • RAJASTHAN
• HARYANA • TAMIL NADU
• HIMACHAL PRADESH • UTTAR PRADESH
• JAMMU & KASHMIR o NOIDA
CITY MOTORS
C-2 SECTOR 63
AUTO POINT
C-107 SECTOR-2
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Better Service Quality
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Post service follow up process
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Format -1
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Format -2
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MARUTI SERVICE QUALITY STANDARD
Maruti
Honda
Genral Motor
Fort
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Format-3
Thank You for getting your car servicedat out workshop. We would lie to know
how we performed. Please spare a few moments to give us your
valuable feedback on the following as it will help us in improving
our services.
8. Mode of payment.
As per your satisfaction would you like to suggest any one about our workshop for the
service. Yes No Maybe Never
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CUSTOMER SATISFACTION SURVEY
120
100
80
60
40
20
0
Maruti General Honda Ford Tata
Motor
In customer satisfaction Maruti Udyog Ltd. is No. 1 from last 7 yrs.
Their current customer satisfaction index is 96.4%. they
were trying hard to raise customer satisfaction index up to
100%.
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SURVEY
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MARUTI SWOT ANALYSIS
STRENGTH
WEAKNESS
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THREAT
OPPORTUNITY
• Financing options
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SCM STRATEGIES
SCM strategies:
Extended enterprise:
Vendor selection:
Modularization:
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This has been the key area of focus for MUL. It encouraged
proximity warehousing by locating most vendors near by the
factory unit at Gurgaon. Modularization of vendors has helped
MUL in addressing the specific problems of a particular set of
vendors.
Material transportation:
This is the most tangible form of logistic cost and this has been
achieved by a milk-run system. This unique method of pooling
supplies of various vendors of one area in a truck has resulted
in a drastic cut in this cost. MUL identified the vendors located
in a particular area, classified their production pattern and
achieved transportation of supplies from them at one go.
Delight customers:
E-solution:
The maker of the little car that marked the beginning of a new
revolution in the auto sector, this homegrown system was
extended to its sales and dealer network through an email-
based ordering system with about 250 outlets. For instance, if
a dealer has to place an order, he generates it in his own
machine with all the specifications (e.g. color, model etc) and
sends it through an email to Maruti. The system there
automatically checks the order, classifies it accordingly and
sends it to the respective database.
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RECOMMENDATION
1. Baleno which has been ranked first should launch some
upper grade variants of this car because it is not being widely
endorsed by upper income group.
2. Esteem and Baleno should taken corrective measures for
technological up gradation, to improve their performance such
as- fuel efficiency, low maintenance and quality standard up to
customer expectation.
3. Non personal tools have an impact in buying criteria of the
customer where luxury car market as whole should take
correct measure to improve their advertisements so that they
may seem nubile, bairy and fun crazy to influence the decision
process of buyers.
4. M800 and Omni are required to take some steps to improve
their looks.
5. Discount scheme has no effect in buying decision in case of
Alto and Esteem hence they should make their discount
scheme attractive survey and customer.
6. Maruti should broaden their sales services, network and
spare parts availability because it is prime criterion of buying
process.
7. Baleno although has been ranked no 1 car it as luxury car,
has unsuccessful to rated customer mind and perception as far
as lack of the car are concerned, hence it should take
measures to give its size and shape new look.
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LIMITATION OF THE STUDY
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FINDING & INTERPRETATION
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reasons behind that the baleno is the Maruti’s product, after
sales services are more satisfying, easy availability of spare
parts, price and looks.
9. The most satisfying better services quality provided in
Maruti service centers.
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SUMMARY AND CONCLUSION
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The highest income group’s need is different. Small cars
are not a necessity to them. These people prefer, generally
costly, good things according to there prestige.
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BIBLIOGRAPHY
• A&M
• News Papers
• Business Today.
• www.marutiindia.com
• www.marutisuzuki.com
• www.autocarindia.com
• www.marutiudyog.com
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QUESTIONAIRE
NAME:-……………………………………………………………..
ADDRESS:-………………………………………………………….
CONTECT NO…………………………………………………….
Q - 1:- Do you have a four wheeler?
(A) YES [ ]
(B) NO [ ]
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(F) AFTER SALES SERVICE [ ]
Q –6:- Are you satisfied with the price of your four wheeler?
(A) YES [ ]
(B) NO [ ]
Q –9:- How will your rank your car features? Please use the
following rating scale.
(A) MILAGE [ ]
(B) POWER/PICKUP [ ]
(C) PERFORMANCE [ ]
(D) LOOKS/STYLE [ ]
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(F) GOOD WILL [ ]
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