21644112 an approach to design a logical mis model of maruti suzuki india ltd

7/29/2019 21644112 an Approach to Design a Logical MIS Model of Maruti Suzuki India Ltd

1/42

P a g e | 1

Declaration

We, Nilotpal Das (08DM024), Shounak Sarkar (08DM045),Pratick Gayen(08DM070) and

Soumya Patnaik(08DM098) PGDM, (2008-2009) do hereby declare that this project entitled An

approach to design a Logical MIS Model on maruti Suzuki India ltd submitted to Prof.

Babuli Sahu, is a bonafide record of research work done by us, in partial fulfillment of the

requirements for the award of Post Graduate Diploma in Management from the Institute Of

Management & Information Science, Bhubaneswar and has not been published anywhere else

prior to this.

Date: 26th October 2009,

Place: Bhubaneswar


2/42

P a g e | 2

Maruti Suzuki India LTD

Maruti Suzuki is one of India's leading automobile manufacturers 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 the Indian

government, and 54.2% by Suzuki of Japan. The Indian government held an initial

public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. ofIndia sold its complete share to Indian financial institutions. With this, Govt. of India

no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though theactual production commenced in 1983 with the Maruti 800, based on the Suzuki Altokei car which at the time was the only modern car available in India, its' onlycompetitors- the Hindustan Ambassador and Premier Padmini were both around 25years out of date at that point. Through 2004, Maruti has produced over 5 Millionvehicles. Marutis are sold in India and various several other countries, dependingupon export orders. Models similar to Marutis (but not manufactured by MarutiUdyog) are sold by Suzuki and manufactured in Pakistan and other South Asian

countries.

The company annually exports more than 50,000 cars and has an extremely largedomestic market in India selling over 730,000 cars annually. Maruti 800, till 2004,was the India's largest selling compact car ever since it was launched in 1983. Morethan a million units of this car have been sold worldwide so far. Currently, MarutiAlto 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, hasbeen the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar southof New Delhi. Marutis Gurgaon facility has an installed capacity of 350,000 units perannum. The Manesar facilities, launched in February 2007 comprise a vehicleassembly plant with a capacity of 100,000 units per year and a Diesel Engine plantwith an annual capacity of 100,000 engines and transmissions. Manesar and
http://en.wikipedia.org/wiki/2007http://en.wikipedia.org/wiki/2007


3/42

P a g e | 3

Gurgaon facilities have a combined capability to produce over 700,000 unitsannually.

More than half the cars sold in India are Maruti cars. The company is a subsidiary ofSuzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti. The rest isowned by the public and financial institutions. It is listed on the Bombay Stock

Exchange and National Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. Inall, over six million Maruti cars are on Indian roads since the first car was rolled outon December 14, 1983.

Maruti Suzuki offers 15 models, Maruti 800, Omni,Esteem, Baleno, Alto, Versa, Ritz,Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift,Swift dzire, A star and SX4 are maufactured in Manesar, Grand Vitara is importedfrom Japan as a completely built unit (CBU), remaining all models are manufacturedin Maruti Suzuki's 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 ability topack power and performance into a compact, lightweight engine that is clean andfuel efficient.

Maruti is clearly an employer of choice for automotive engineers and youngmanagers from across the country. Nearly 75,000 people are employed directly byMaruti and its partners.

The company vouches for customer satisfaction. For its sincere efforts it has beenrated (by customers)first in customer satisfaction among all car makers in India for

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

Maruti Suzuki was born as a government company, with Suzuki as a minor partnerto make a people's car for middle class India. Over the years, the product range haswidened, ownership has changed hands and the customer has evolved. Whatremains unchanged, then and now, is Marutis mission to motorise India.

Pressure started mounting on Indira and Sanjay Gandhi to share the details of theprogress on the Maruti Project. Since country's resources were made available bymother to her son's pet project. A delegation of Indian technocrats was assigned tohunt a collaborator for the project. Initial rounds of discussion were held with thegiants of the automobile industry in Japan including Toyota, Nissan and Honda.

Suzuki Motor Corporation was at that time a small player in the four wheelerautomobile sector and had major share in the two wheeler segment. Suzuki's bidwas considered negligible.

In the initial rounds of discussion the giants had their bosses present and in the laterrounds related to the technical discussions executives of these automobile giantswere present. Osamu Suzuki, Chairman and CEO of the company ensured that hewas present in all the rounds of discussion. Osamu in an article writes that it subtly


4/42

P a g e | 4

massaged their (Indian delegation) egos and also convinced them about thesincerity of Suzuki's bid. In the initial days Suzuki took all steps to ensure thegovernment about its sincerity on the project. Suzuki in return received a lot of helpfrom the government in such matters as import clearances for manufacturingequipment (against the wishes of the Indian machine tool industry then and its ownsocialistic ideology), land purchase at government prices for setting up the factory

Gurgaon and reduced or removal of excise tariffs. This helped Suzukiconscientiously nurse Maruti through its infancy to become one of its flagship ventu


5/42

P a g e | 5

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The firstfacility is at Gurgaon spread over 300 acres and the other facility is at Manesar,spread over 600 acres in North India. Maruti Suzuki's facility in Gurgoan housesthree fully integrated plants. While the three plants have a total installed capacity of

350,000 cars per year, several productivity improvements or shop floor Kaizens overthe years have enabled the company to manufacture nearly 700,000 cars/ annum atthe Gurgaon facilities.

The entire facility is equipped with more than 150 robots, out of which 71 have beendeveloped in-house. More than 50 per cent of our shop floor employees have beentrained in Japan.

Gurgaon facility also houses `K' Engine plant.

The `K' family engine plant has an installed annualcapacity of 240,000 engines and was commissioned in 2008.

Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs9,000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation.

The next generation `K'engine like all Maruti Suzuki earlier technologies is highly

fuel efficient, while offering the best in refinement and performance.

It will take the engine technology to the next level in India. A-Star is the first car tobe powered by `K' family engine. The forthcoming models will be powered by other

`K' familyThe in-line plant layout consisting of Casting, Machining and Assembly processeshas high level of automation, effective material handling and inventory reductiontechniques in place, aimed for high operational efficiency.

The facility employs global manufacturing best practices like cold testing, 100% online automated checks to ensure global quality.The Manesar facility


6/42

P a g e | 6

Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and MarutiSuzuki India Limited's (MSIL) global ambitions.

The plant was inaugurated in February 2007.

At present the plant rolls out World Strategic Models Swift , A-star & SX4 andDZire.The plant has several in-built systems and mechanisms.

There is a high degree of automation and robotic control in the press shop, weldshop and paint shop to carry on manufacturing work with acute precision and highquality.

The plant is designed to be flexible: diverse car models can be made hereconveniently owing to automatic tool changers, centralizedweld control system and numerical control machines thatensure high quality. The plant at Manesar is the company'sfourth car assembly plant and started with an initial capacity of

100,000 cars per year. This will be scaled up to 300,000 carsper year by October 2008. Diesel Engine Plant- SuzukiPowertrain India Limited

Suzuki PowertrainIndia Limited the diesel engine plant at Manesar is SMC's & Maruti's first andperhaps the only plant designed to produce world class diesel engine andtransmissions for cars.

The plant is under a joint venture company, called Suzuki Powertrain India Limited(SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL.

This facility has an initial capacity to manufacture 100,000 diesel engines a year.This will be scaled up to 300,000 engines/annum by 2010.


7/42

P a g e | 7

NEW INITIATIVES IN MARUTI SUZUKI LIMITED (one stop shop

to meet all your needs)

In an effort to become a complete car company, Maruti has entered the car

insurance business as well. It offers the customer all the advantages of settling

insurance claims directly with any of the companys authorized dealers.

This business provides complete fleet solutions to corporate and institutions.

Branded Maruti N2N, this service includes the following: customized car policies,

economical car leasing, maintenance, servicing, registration, insurance, emergency

assistance, accident management and eventual re-sale of cars.

MARUTI FINANCE

Maruti Finance offers the best finance packages to consumers across the entire

Maruti range. The service is being extended across the country in a phased manner.

MARUTI GENUINE ACCESSORIES

A single point of contact,Hassle-free transactions,Emergency Assistance ,Virtually

Cashless Repairs Post accident repairs and insurance support at any dealer

workshop

MARUTI TRUE VALUE

Maruti has taken its first steps in the pre-owned car business under the brand name

of Maruti True Value. Using their technological expertise, network support and the

experience they have gained in the last 18 years, the company ensures the

customers gets great value and completes the transaction zero hassles.


8/42

P a g e | 8

EXTENDED WARRANTY

4 years or 80,000 kms.

Can be bought anytime during primary warranty, best at time of purchase.

ANYTIME MARUTI

Maruti Suzuki has also set up state-of-the-art call centers (operational in Delhi,

Gurgaon, Mumbai, Chennai, Bangalore and Hyderabad) Branded Anytime Maruti,this 24 hour help-line clarifies all doubts and queries regarding Suzuki any time of

the day or night


9/42

P a g e | 9

PRODUCT PROFILE OF MARUTI SUZUKI INDIA LIMITED LTD.

ALTO - LETS GOSThe alto is a great combination of economy, practicality and styling. A runaway

success on the roads of Europe, it exemplifies the benchmark in build, quality and

reliability in a compact car. This is testified by the 24 hour endurance record set on

August 3, 2003 of covering 3082 kms in 24 hours at an average speed of 128 kmph.


10/42

P a g e | 10

BALENO SURPRISING PERFORMANCEIndias true performance sedan is upwardly mobility, redefined. The 13 advanced

noise reduction technologies ensure the cabin is quiet and peaceful. The flat torques

of 132 Nm allows one to enjoy 94 bhp of refine power. Enjoying a cult following

among those who appreciate technology as an art form, the Baleno is a truly

awesome performer.

GRAND VITARA XL 7 - LIVE THE GRAND LIFELive the grand life with the new GRAND VITARA XL 7. This luxurious 7 seater, 4

wheel drive sports utility vehicle comes equipped with a powerful V6 engine, 166

bhp of power and 236 Nm of torque. Which enables you to conquer any terrain with

utmost ease? Enjoyed by both the adventurous and successful, the new restyled

Grand Vitara XL 7 is now available in India directly imported from Suzuki, Japan.

GYPSY ADVENTURES UNLIMITED

Be it the wild outdoors or the urban jungle, the Gypsy King glide by with ease. The

adventurous streak runs through all the gypsy siblings. This 1300 cc off road

vehicle combines the raw of 80 bhp (at 6000rpm) with superb 4 wheel drive

maneuverability and a rugged frame (its available in both soft and hard top

versions). Its useful fifth gear, of course, delivers over drive for on road cruising.

OMNI FITS ALL

The Omni is truly Indias Original Multipurpose Vehicle. Today it is available in six

avatars 5 seater, 8 seater, cargo, ambulance, CNG and LPG. It meets diverse

needs across different user segments and can double up both as a people carrier

and a goods carrier. This faithful workhouse is easy on the pocket, yet tough on thejob.

VERSA - THE JOY OF TRAVELLING TOGETHER

Equipped with twin AC, large sliding doors and flexible seating, the Versa

encourages families and friends to enjoy long drives and gateways together. In spite

of being so spacious, its design allows for easy maneuverability in the city.

MARUTI 800 - CHANGE YOUR LIFEIt has gone beyond being just a car; it has actually changed the lifestyles of

countless people, by bringing the joy of motoring to millions across the length and

the breadth of the country. Standing testimony to this claim is the fact that more

than 2 millions Maruti 800s have been sold till date. Today, India best selling

continues to be the final word on value and economy at the entry-level segment.

WAGON R-INSPIRIED ENGINEERING

The Wagon RS original tall body design, spaciousness, ergonomically designed

interior and flexible seating all set it apart from other cars. It complements the


11/42

P a g e | 11

buyers unique personality enables him to live a multi-dimensional life by the sheer

excellence of its engineering and its versatility.

ZEN SURRENDER TO THE NEW ZEN

If you are looking for a car with drop dad looks and unmatched performances, then

you need look beyond the Zen. With its new contemporary and aggressive look, the

Zen preserves its core values of driver appeal, unmatched reliability and economy.

600000 satisfied customers in India and around the world bear testimony to this

fact.

ESTEEM PERFORMANCE, QUALITY AND FUEL EFFICIENCY

Undoubtedly one of Indias favorite entry level C class vehicles, the esteem is

the perfect combination of power, comfort and economy. Its also the preferred

choice of rally drivers across the country for its performance and reliability. The

Esteem offers the option of an 85 bhp petrol engine for those who desire power and

a 57 bhp diesel for those who value economy. Not surprisingly, it tops its class in

quality surveys.

SWIFT- YOU ARE THE FUEL

The hot looks, sexy interiors, the automatic climate control, the air bags, the power

steering. Moreover, all so affordable. The wait is over. Swift has

entered MULs portfolio. What are you waiting for?

A-STAR-STOP @ NOTHING

Powered by state of art 998 cc engine, its the best fuel efficient car in its category

with, mileage coming around 20km per liter.

SX-4 MEN ARE BACK

Revolutionary European design, world class drive by wire .Most spacious in its

class, Steering mounted audio controls; with maximum ground clearance, high on

safety with dual airbags.

SWIT DZIRE- THE HEART CAR

A car having everything you desire stunning looks, luxurious interiors, enough

power to capture your heart. Just slide in desire and take it for a spin. Its sure stealmany of hearts including yours.

Prepare a Flow Diagram ofCompany Processes


12/42

P a g e | 12

COMPLETE DEALERSHIP INVOLVEMENT:

CUSTOMER APPROCHES

As we can see from the above pictorial, there are several touch points for a

customer at a dealership. All touch points have their roles and responsibilities

defined. Right from the moment when the guard opens the door of the showroom

and the customer walks in, to the time when the customer drives away with the carafter the delivery process, the customer interacts with several people in the

showroom. It is very important that everybody in the showroom performs to the

best of his/her ability in order to make the customer feel completely satisfied with

the showroom experience.

Guard

GM, Sales

GUARD

Customer

Care

Manager,

sales

Showroom

Lobby

Manager

Sales

person


13/42

P a g e | 13

PROCESS FLOW

There are three broad processes at a showroom.

Pre-sales Sales

Post sales

All these are inter-related to each other.

The pre-sales process is very important because if a customer has a satisfying

experience during this process, it greatly increases the chances of him purchasing

the car from your showroom. At this stage, the customer is indecisive as to which

car to buy and from where to buy.

.

The pre-sales activities include:

Cold Calling and Identification of Prospects

Creation of Customer Card

Product

Demonstration

Walk in Enquiry Telephonic

Test Drive


14/42

P a g e | 14

Acquire Knowledge about MUL s range of cars, competitor cars

Knowledge about other allied services like finance, insurance, pre ownedcars, extended warranty etc.

Knowledge about accessories, range offered, prices etc. and about preventivemaintenance of the car.

THE SALES ACTIVITIES INCLUDE:

Visit the prospects

Understanding needs of the prospects

Give a proposition to the customer.

Create interest and preference for MUL

Give a detailed demonstration and test drive

Provide clarification to queries and handle objections

Follow-up with the customer

Secure order from customer

Offer allied services like finance, insurance, accessories etc.

Advice customer on all matters related to his car.

In case there are too many Sales cases, a special focus is required to

serve these customers since ultimately, the customers are also the showrooms

customers and there are suggested ways to handle them.

Pre Delivery Process

The thumb rule says, Promise your customers a little less than what you are

capable of delivering and deliver a little more than what you promised to your

customers. There are certain procedures such as the sales executive should ensurethat the details of his cars planned for delivery should be given to the PDI-in charge

on the previous day, he should act as a single point interface to complete all

formalities and should be present at the time of delivery and actively take part in

the delivery process.

The Delivery Day

This is the time when the dealership has to go an extra mile to ensure a memorable

experience for the customer. There are certain prescribed rules such as each

dealership should have a Vehicle Delivery schedule board such as the following:

S.N

o

Customers

Name

Vehicle

Details/

Chassis No.

Delive

ry

Time

Salespers

on

Name

Status


15/42

P a g e | 15

The Delivery Process & Ceremony

A service advisor is called and all operations as per the Delivery Checklist (such as

basic operations, warranty policy & free coupons, feedback forms etc) are

explained. A photograph of the customer along with the vehicle is taken and

delivered to the customers residence. The CCM should do a brief ceremony and

hand over the gift/bouquet to the customer. GM/Sales Manager should meet each

customer and thank him/her. Customers are generally inquisitive about the engine,

AC and fuel economy of the vehicle, Warranty and service policy and tips tomaintain their car better. There are formats for the sheets to explain the above

queries.

The delivery timing is also important, as there are instances when customers want

to take delivery of their car only on a particular auspicious day/time. This causes

bunching of deliveries and the chances of not being able to provide adequate

customer care are high. This affects the SSI score.

The DSE should remember the following points:

Ensure timely delivery of the vehicle.

Advise on service and warranty

Gives tips on preventive maintenance of the car.

Ensure that the entire delivery process is hassle free

Make the delivery a memorable experience for the customer.

Maintain relationships with the customer

Post Sales Follow UP (PSF)


16/42

P a g e | 16

PSF should be done in order to get first hand feedback from the customer about the

experience they had during the sales & delivery process.

Before staring the PSF process, there is a PSF sheet for each customer.

The first PSF is obtained within 72 hours. All dissatisfied customers PSF sheets

should be flagged with red color flags, customers not contacted with yellow.

Format for Reporting the Post Sales Follow-Up (PSF)

Parameter Value

A Number of cars sold

B Number of customers contacted

C PSF percentage (B/A *100)

D Number of satisfied customers

E Number of Dissatisfied Customers

F Satisfaction % (D/B * 100)

G Number of dissatisfied customers attended & complaints

resolved

List down top five reasons for dissatisfaction:

1.

2.

3.


17/42

P a g e | 17

4.

5.

Counter measures taken to address the above reasons of

dissatisfaction:

A second PSF call is made 15 days after the delivery with a suggested script.

Feedback Form System

The feedback form system is a very important tool to obtain customers feedback on

the experience that they had during the purchase of their car. It has a defined

format.

There is a lucky draw to get high percentage response.

Customer Complaint Handling System.

Complaints are an opportunity to strengthen relationships with the customers andeven enhance their confidence. There are specified some rules to handle them.

Customer Complaints received by dealer are through

E-mail

Internal Feedback Forms Direct

Maruti Udyog Limited

Telephone

PSF Letter

Consumer Forum / Legal Notices


18/42

P a g e | 18

Steps to be followed after receiving a customer complaint.

Review of Customer Care Activities.

The review of customer care activities is done through morning meetings and

weekly meetings on customer care. The documents that are necessary during the

CCM should give a control number to all complaints received

& record the same in the customer complaints control

CCM should get in touch with the customer on the phone &

express regret on the inconvenience faced by the customer

Take immediate action to ensure that the customer complaint

is resolved.

Write a letter of apology to the customer

The concerned DSE should visit the customer, hand over the

letter and take satisfaction note from the customer.

Send a copy of the letter & the satisfaction note to MUL and

also file a copy of the same in Customer complaints

Register/File(for complaints received from MARUTI.)

Discuss all customer complaints in the weekly meeting of GM(Sales) on SSI with the entire showroom staff. Necessary

counter measures should be taken to ensure that such


19/42

P a g e | 19

weekly review are: PSR related, Internal SSI forms related, MUL related and other

information related.

Customers for Life

A week after the delivery, the concerned sales person must fix an appointment with

the customer and visit him along with the service advisor. He should personally

hand over the photographs clicked also the vehicles registration certificate and try

to become the customers car advisor for life and never lose touch with the

customer.

Show Room Ambience

The hours of operation, outside and insides of the showroom along with reception,

car display area, selling area, customer lounge and delivery area should be taken

care of.

Customer Meets

Organizing customer meets helps in improving SSI, helps in introducing the

workshop staff to the customers and in getting referrals and there are guidelines for

the same.

Marketing Activities:

Marketing is based on target. Maruti gives the targets, which are equally distributed

to the marketing teams. To achieve the targets, different marketing activities are

planned and followed. The targets are easily achieved and to encourage theemployees different incentive schemes are placed like spot incentive, slab

incentives etc.

The following activities are done to achieve the targets:

Road Shows: 2-3 times a month. The marketing personals are involved in theroad shows as per the nomination (one from each team but not more thanfour)

Tele-calling

Direct Sales Personal Reference

Advertisement

Leads from Maruti


20/42

P a g e | 20

Presently as per the targets, efforts are made in different areas of activity to

capture the data and to generate the leads. Further efforts are made to convert the

leads into prospective customer. This is how effort estimation is done.

Activities Target

Leads

ActualSale

ConversionRatio

Road Shows

Tele-calling

Direct Sales

Personal

Reference

Advertisement

Corporate

Sales

The marketing department is divided into 5 Teams. For all the different marketing

teams, one Team Leader is assigned. The team leaders take care of their teams

activities and report to the marketing manager that is further reported to the vice

president. The marketing is totally target based and based on targets given by MUL,the task is distributed to different teams.

The customers are handled by the same personnel from the beginning to the end.

Spot incentive Schemes etc is placed in the system to motivate the employees. The

conversion and Target fulfillment is traced out via the software.

Corporate Sales

The team of four people is actively working for this area. The data is given by Maruti

and the rest is generated by self-effort.

Finance Process:

The executive completes all the formalities related to the Finance and verifiesthe documents.

The FI form is filled by the Executive.


21/42

P a g e | 21

With the verification checklist the verification is done

When the Cheque and other documents are found correct the DisbursalAdvice Form is filled which is tallied by the Accounts Department. To track theverification record, a verification status register is maintained.

Reception and Lobby Manager

The lobby manager takes care of the customers coming to the showroom.

She asks the purpose of their coming and sends them to the concernedexecutive.

Gets the DSAs forms filled up.

Takes care of the car polishing & showroom decorating. Updates the magazines regularly.

Records the enquires and distributes them to the concerned persons.

Displays car delivery schedule on daily basis.

Offers test-drive.

Delivery

The daily delivery schedule is displayed on the board. At the time of delivery the discount

detail sheet and delivery checklist is filled to avoid the problems. The barriers in delivery are

bank approval and Clients personal problems.

Customer Care

The customer feedback is taken after 72 hours of the sale. If any problem exists, the

marketing personal meets the client directly. The problem is sorted out to make the

client satisfied. When the client is satisfied, a letter of satisfaction is got signed by

the client.

To trace the satisfactory level of the customers, customer feedback is taken via

Customer Feedback Form. If the marks in the customer feedback form are less than

7, an apology letter is sent to the client, the problem is sorted out and the client is

treated with a token of gift. When the client is satisfied, a satisfactory note is got

signed by the client.


22/42

P a g e | 22

A customer feedback form by the Maruti is also filled.

To maintain relationships with clients: gifts, bouquets and greetings are sent

occasionally and schemes are introduced. The source of customer complaints are:

Complaints from Maruti, Direct complaint, Compliant from the customer

feedback form and via calls. To keep track on them, a customer compliantregister is maintained. The complaints are logged-in the register.

Customer Care Manager (CCM)

The CCM takes care of the complaints and initiates corrective and preventive

actions. The CCM makes the respective person know about the Complaint and when

the problem is solved, the compliant register is updated. The lucky draw system is

placed to encourage the customer to give feedback.

The CCM is responsible for the Delivery Ceremony, sends the snaps of the ceremony

to the clients, and makes the client know about the feedback form. If the client has

any, compliant he can directly meet the director.

Accounts

Reconciliation is done once in 7 days. Sales tax on quarterly basis.

Sales (Suppliers Maruti & Accessories) Analysis Daily Basis.

A retention period of 45 days is given for payment.

EDP(Electronic Data processing)

In the EDP Department following are managed:

Post Sale Process is managed.

Sales Analysis is done.

Backup is taken time to time.


23/42

P a g e | 23

HR

The HR manager sets the KRAs for the managers. She is responsible for the

employee details and their training needs. She also monitors the satisfaction level of

the employees.

Training

Maruti arranges the training at several intervals. The training is mandatory for all

the employees. The training schedule of all employees is maintained by the HR

manager.

DMS (DATA MANAGEMENT SOFTWARE)

Todays market is a customer-oriented one, where the customer is the king. If a

person wants to purchase something, he would like to make enquiries at all

reachable sources. Now it depends upon the seller that how efficiently he manages

these enquiries and makes efforts to convert the same into productive ones. It is

very important to keep track of each and every enquiry until and unless it is not

converted or closed. It is also important to keep an eye on the marketing team; so

that you know what they are doing in market and what response, they are getting

from the market.

DMS can keep a record of all enquiries and can generate timely reports whenever

required. At the time of enquiry feeding, it will ask for all required details. After

collecting all information, it can generate a Performa Invoice/Offer Letter for the

customer. DMS not only generates Performa Invoice or allot the enquiries to sales

executives, but it will keep record of the enquiry until and unless the enquiry is not

converted or closed.

DMS generates several reports that help the management as well as the sales team.

It generates reports like enquiry register, booking register, test drive register,

visiting register, pending enquiry register, enquiry lost with reason, per day enquiry

list, closed enquiry register, conversion ratio, expenses per enquiry, target v/s

achievement report (executive wise/overall) and many more that will definitely help

Maruti who believe in customer care and 100% conversion of enquiry.


24/42

P a g e | 24

The minimum system specifications for using DMS are:

o Pentium PC (with CD ROM Drive to install the s/w)

o 80 Column DOT MATRIX PRINTER (can be shared within the network)

o Windows 95/98/Me or Windows NT/2000/XP

o 64 MB RAM

o 200 MB free hard disk space

There are several DMS Forms, which are described below:

Model Details

This section is categorized into three options. They are:

Basic Models

As the name itself suggests, the information about all the basic models have to be

entered using this form. An important thing is the availability of the color option.

That means within each & every basic model, there is an option to allow/disallow

the colors availability. Suppose, if you select the non-metallic option for a particular

basic model then you can see only non-metallic colors to select/deselect in the

model variant detail form.


25/42

P a g e | 25

Model Variant

To make an entry for a variant model, it is necessary to select its basic model. Now,

you have automatically got the information of the colors availability. If it is

Metallic then there you have two frames (one is price detail & the second is colors

detail for the metallic) to specify the information regarding that option. The other

frame (which belongs to non-metallic option) is disabled. If you have allowed both

color types in the color availability box of the Basic Model Master, then you are free

to make entries into the Metallic and Non-Metallic frames. There are options to

enter sale price, booking price, RTO amount, and insurance amount & handling

charges.

After this, select (put ticks) the colors from the frames that are available with the

model. Only the selected colors will be displayed in the enquiry form with this

model.

There is an option - Active - to make you free from the burden to select the

models from the bunch, in the enquiry form. If you select No, then the variant

model will not be displayed in the enquiry form, but still it will remain in the

database.


26/42

P a g e | 26

Accessories Details

In this form, you can specify the details of the accessories and basic models on

which these are applicable. You can specify the rates of the accessories along withthe associated model. According to your selection, you will have the list of

accessories in the booking form with their sale & purchase price. You can change

the price of the accessory in the booking form, which is applicable to that sale only.

Please note that the accessories specified here are free and hence their prices will

not be added in the vehicles cost.

Color Details

In this form, you are having the options to add or modify the model colors.

According to your specification of the colors, you will have the list of the colors in

the Model Variant Details form (In Metallic frame you will have the list of the

metallic colors and in Non-Metallic frame you will have the list of the Non-Metallic

colors).

Executive Details


27/42

P a g e | 27

This form is used to create an executive profile. You can make a new entry as well

as change an existing entry. A photograph of the executive can also be scanned into

the system and can be saved with the profile. A username and password must be

provided if you are making a new entry. This is because DMS considers each

executive as a user with the operator level rights. He has to feed his entries and

alter them on his own. In some companies, the executives may not be directly usingthe software. For them, we have provided a User Manager with the help of which

you can create a new user with manager level rights.

Financer Details

In the financer master form, we are maintaining all the information related with the

finance company. Only the company name & the city in which it is situated have to

be entered.

Insurance Details

Here you can maintain the information regarding the insurance companies. Only

insurance company name & its working city are necessary to make the alteration in

to that form.

Status Details

The status details are one of the most important features of AutoSoft. The status

that is being entered defines the exact position of an enquiry. Hence, it is very

important to select an appropriate name for the status, so that it can be self-

defining. The Close field is used to determine whether an enquiry with the given

status is active or not. We are providing a list of most commonly used status names

and we think that these may fulfill all your needs. However, in case if you want to

enter or alter a status you can do it with the Status Details form. Some predefined

status is related with report generations are locked from changes. The others can be

altered as your requirement.

Area Details

This form can be used to manage various work areas in your dealership. The

enquiries can be categorized into various areas, so that in future you can pay more

attention on a specific region where your market is strong and maybe you can

arrange a camp in that area.

Mode Details


28/42

P a g e | 28

There can be various ways through which an enquiry can be made. These are the enquiry

modes, which can be specified using this form. Mode is basically used in the Enquiry Details

form to maintain the customer communication with our company.

Training Details

The strength of any organization is its manpower. Each organization would like tohave executives who are well trained so that they can be more productive. The

vehicle manufacturers conduct several trainings so that they can achieve their

goals. In the Training master form, you can enter the information about the training,

which have been conducted during a particular time period. We are also maintaining

the information regarding the attendance of the executives in a specific training.

That is, how many executives out of the given list have attended the training? With

the help of these training details we are generating various MIS reports. The details

provided here can help the management to find out an efficient person for a special

task. Searching facility is also available, so you can find out the total information of

a particular training with just one click over there.

Offer Details

In todays market, each dealer is facing very tough competition and to

overcome this compet it ion, he may have to put on some attractive

offers for the customers to enhance the overall sales. The Offer Details

form is used just to maintain such special offers that are applicable to

various basic models .

Transaction Forms

Mainly there are three daily transaction forms available for the users of

DMS. They are:

Enquiries Form

Status Updating Form

Bookings Form

Apart from these, a target setting option and enquiry al lotment optionfor the executives is also included in the Daily Transaction Section. Let

us discuss them in detail: -

Enquiry Form:

This form can be used to enter the details of a new enquiry as well as

to update the detai ls o f an exist ing enqui ry . As being an enqui ry


29/42

P a g e | 29

tracking system, this form is the most important input interface. The

detai ls furnished here are displayed in the reports related with the

customers.

This form consists of some mandatory and non-mandatory fields. As inthe other forms, al l mandatory f ields are marked with a red star. If the

executive i s not a llot ted, the enqui ry w il l be t reated as D IRECT

ENQUIRY. The user can select the basic model from the l ist and the

model variants wil l be displayed accordingly. Colors can be metallic or

non-metall ic, depending on the specif ications of the basic model. The

colors displayed in the l ist are f i ltered according to the model variant

and the metal l ic/non-metal l ic property. The quotation can be printed

from the same form. I f the customer is interested in more than one

model, he can be given more than one quotation and the details of al l

these models wi l l be saved in the database. The user can specify thenext meeting date on the enquiry form so that he can get a reminder

on the particular day. To minimize the duplicate entries, we have made

it compulsory to enter at least one address or phone number along with

the name of the customer. I f any other entry is found which have the

same set of Information, an alert is generated.


30/42

P a g e | 30

Status Updating form:

This form is used to update the status of an existing enquiry. The

status can be updated via the telemarketing form. Remarks can also be

saved along with the status each t ime. The user can direct ly cal l thecustomer from the system just by cl icking on the Call icon. This feature

requires that you have a modem instal led with the computer. Also the

phone dialer provided in the operating system must be instal led. You

can do this by select ing the Add-Remove Programs opt ion f rom the

Control Panel. Select the Windows Setup page from the window. Click

Communications -> Phone Dialer. Select instal l. This wi ll instal l the

phone dialer.

To update the status of an enquiry, open the form from the menu by

select ing Daily Processing -> Status Updat ion or by c lick ing the

button g iven on the toolbar. After this, you can select the desi redenquiry shown in the table by cl icking on it and you wil l be taken to a

dif ferent interface with the help of which you can change the status.

Many search options are provided in the form so that you can select the

desired enquiry. A l ist of closed enquiries can also be displayed in the

tab le by check ing the box in the top l ef t corner ( Show Closed

Enquiry).

After selecting the enquiry from the table, the Enquiry Remarks form

is displayed. If you want, you can contact the customer at his contact

number using the dial faci l ity provided in the software itself. You just

have to c lick on the Call button next to the phone number to be

dialed. After contacting the customer you can select a status from the

l ist and enter some remarks in the Remarks Detai l table. A contact

mode can a lso be speci fied

along with the remarks.

Booking Form:

I f customers booked with us,

you can en te r t he booki ng

details into the database

using this form. The user can

feed the f inance, insurance

and accessor ies detail s so


31/42

P a g e | 31

that he can facilitate from the data. If the birth and marriage dates are

entered, the entr ies are saved separately to d isplay reminders. A

printed output of the booking form can be obtained by clicking the Print

button.

Enquiry Allotment Form:

This form is very useful for those dealerships in which the enquiries are allotted to

different executives in a bulk. All the enquiries are displayed in the table and the

user can allot an enquiry to any other executive. He also can change the area of the

enquiry. Many details apart from the name of the customer are shown in the table,

like model, address etc. so that proper allotment can be made. The existence of thisform has eliminated the need of searching each enquiry through the enquiry form

and changing the executive/area one by one.

Executive Monthly Targets:

The management can set some targets for its working executives, so that they can

be more productive. DMS can help you to set some targets for the executives and

generate several reports to find whether the targets were achieved or not along

with any deviation. There are two different options to set the targets, which are

described below:

Test Drive and Cold Calls Target: With the help of this form, the user can set atarget number of test drives and cold calls (enquiries generated by the executive)

for each executive for a specific month.

Conversion Target: This option opens the monthly planner for the executives.

Using this form the user can set various monthly targets in bookings, accessories,

discount, payout percentage etc. These targets can be set separately for each basic

model. The targets are set for a single booking. An overall finance target can also be

set for each executive. The target achievement reports based on these

informations helps the management to make a judgments about an executives

performance.

The reports that DMS can generate are:

Executive reports such as action plans, reminders etc Reports for registers such as Enquiry, booking, mode wise, Area wise etc Transaction reports such as per day enquiry, model wise enquiry etc MIS reports such as expenses per enquiry, conversion ratios etc


32/42

P a g e | 32

Analysis reports such as Target vs. Achievement Training reports and other general reports

SALES AND TRAINING DEPARTMENT

Vision

Equipping MUL with the requisite mindset, knowledge and skills, and enhance the businessvalue of our associates to sustain our position of leadership and build customer loyalty to MUL

Objectives

To ensure multiple knowledge and skill development of DSEs requiredselling cars and handling competition

Consultative Selling Approach. Continuous Feedback and Performance monitoring. To employ training as a tool to achieve customer delight and customer

loyalty

Make DSEs as Car Advisors and be a single window interface with the

customer

Organization structure

Functions of the Sales Training Department

DDVM (MSD)

DPM (DD1) DPM (SAT) DPM (DD2)

FSDMs in RO Executive (SAT) FSDMs in RO


33/42

P a g e | 33

The Functions include:

Training and Development of dealer Sales ExecutivesRecruitment of Sales Executives

III.CD Based E-learning

Training and Development of dealer Sales Executives

Development and Updating of Training Modules

The Sales Training Department develops new modules along with training

agencies based on market requirements, specific needs identified andfeedback received

Conducting Training

Annual Training Calendar is fixed based on:

Number of Sales Executives in the sales network

Training path requirement of Sales Executives

Review of training programs done in the previous year Market Share/ Market situation/Focus areas and new product launches

Training conducted regionally based on fixed monthly calendar.

Training Path /Norms for all Dealer Sales persons are as follows:

All Dealer Sales Executives need to attend Induction Training before orwithin a month of joining the dealership (depending on when theprogram is scheduled in the region) After Induction then the Sales executives needs to attend a segmentB program.

They also should attend Car Advisor for life Program which trainshim to be a one point contact with the customers handling all his carrelated needs like finance, insurance, extended warranty, MGA etc andhow to develop and maintain relationship with customers


34/42

P a g e | 34

After gaining experience, he can attend other courses like segmentC etc.

1. Monitoring and feedback:

Monitoring and Evaluation of Sales force is done on a continuous basis. Pre-

tests and post-tests are conducted during training. Feedback is taken from

participants on trainers and from trainers on participants. Monitoring is also

done through tests and audits at the dealerships.

2. Communication:

Sales Training Department sends monthly Newsletter CreatingWinners to all DSEs. It is a monthly communication containing articles onvarious aspects of product knowledge, selling skills, market etc. It is aforum for effective communication of new ideas and strategies. It alsoprovides two-way communication.

An Annual Selling Skill Contest is organized to test the selling skills ofthe sales executives. It is conducted at regional levels and culminates inan all India level contest.

RECRUITMENT OF SALES EXECUTIVES:

SAT has developed a CD based Test for recruitment as a

part of Maruti Recruitment System (MARS). The test checks sales aptitude

and reasoning and is a pre- interview shortlist device. It helps dealers recruit

the right profile of people for their dealership. The Regional Office will be

involved throughout the implementation of the MARS while recruiting Sales

Persons. All Sales Executives need to be registered with Maruti after

recruitment through extranet. A unique Maruti Suzuki Personal Identification

Number (MSPIN) is being issued which the DSEs have to remember and use in

all communications like Trainings, reward schemes etc

CD Based E-learningSAT is now looking at reinforcing classroom training through CD

and E- learning modules. This module would help executives refresh and update

their knowledge they would have gathered in classroom trainings.


35/42

P a g e | 35

Sales Operation Standards (SOS)

In order to ensure 100% satisfaction of customers during the sales and delivery

process, certain basic minimum standards have been laid down, which have been

named as Sales Operation Standards. These are a set of requirements in terms of

infrastructure and workflow processes that should be met at a dealership. By

adhering to SOS, Maruti have a much higher chance of ensuring customer

satisfaction and hence retention. A satisfied customer is the most valuable asset for

any organization since it is this satisfaction which will decide the customers future

intention of the 3Rs i.e. Recommendation, Revisit, and Repurchase; 3 very

important tools which help MUL in increasing their business. Therefore satisfying

customers 100% of the time should be an obsession and is achieved by ensuring

that the SOS are in place all the time.

ORGANISATIONAL STRUCTURE:

Team Leader

Manager

Sales

Sales

Consult

ant

Sales

Consult

ant

Lobby

Manage

r-

Vineeta

Support staff: Drivers,Peons etc.

Manager

DSA

Sales

Manager

Corporat

e Sales

SalesConsult

ant

SalesConsult

ant

Deliver

y

Manag

er

Support staff:

Billing, Service

Advisor etc.

Manage

r

Accesso

ries-

Aamir

M.

Khan

Accessorie

s sales

staff:Counter

Manage

r MI &Call

Centre

MI staff:

Field

Execs,

Telesales

IT

SupportStaff

Manage

r HR

GM(Sales)

CEO

CCE

Ma

er

Manager

Loan


36/42

P a g e | 36

FISHBONE DIAGRAM (Tools for generating ideas )


37/42

P a g e | 37

Cause and Effect Diagram and Situation Analysis:

From the above diagram we can analyze that the main problems leading to

customer dissatisfaction are placed on fish bone diagram. The four attribute as

shown above are responsible for their own causes thus known as cause and effect

analysis:

Customer himself is responsible for dissatisfaction if he could not explain his

faults or becomes impatient. Employees working in the organization are also

responsible as cant understand the customer, may be lacking general

knowledge on job or work not completed on given time. Again the working system

plays a major role if they are not satisfying the given standard and required

machines and tools may not be available, absenteeism of workers can also

taken into consideration.

PARETO CHART (Tools to organize data)

Problems Faced Frequency Cumulative Percentage

High price 9 0.30

Employee experience 6 0.50

Poor Service 5 0.66

Equipment Problem 5 0.82

Delivery Time 3 0.92

Billing Problems 2 1.00


38/42

P a g e | 38

Table 1

Table 2


39/42

P a g e | 39

Analysis of Pareto chart:

Here we are focusing on critical issues by ranking them in terms of importance andfrequency the problems faced by customers as shown here the major problem is the

price and according to the priority the problems are arranged. Standard Unit ofMeasurement and the Time Period is studied. The time period studied is to be of a

reasonable length of time to collect the data. As shown in table one the problems

are arranged in decreasing order so from the graph it is clears that which is a major

problem in customer point of view. Then on the second table we are making a line

chart where cumulative frequencies of the problem occurrence are shown. On the

vertical axis we are taking the cumulative frequency and on the horizontal axis we

are taking the problems faced by the customers in maruti Suzuki.

CONTROL CHART:

Here control charts are used for measuring the CUSTOMER SATISFACTION INDEX

(CSI)

Here Q4 08 CSI TARGETWAS = 803

7 9 7 97 7

7 9 8 0 1

8 0 8 3 8 3 8 3 8 0 8 0 8 0 8 0 8 0 8 07 9

7 67 8

7 5

8 4 8 4

6 8

7 9

7 9

7 98 0 7 9

8 0

7 8

8 07 8

6 0 0

6 5 0

7 0 0

7 5 0

8 0 0

8 5 0

F e b M a r A p r M a y Ju n Ju ly A u g S e p o c t n o v d e c

CSI

A c t 2 0 0 7 T g t 2 0A c t 2 0 0 8


40/42

P a g e | 40

CSI Factor wise Scores-

ANALYSIS OF THE WEAK AREAS AND ACTION TAKEN:

Weak CSI attributes Observations

Measurestaken

Service Delivery (10%) 786 751 769

In- Service Experience (9%) 785 766 773

User friendly Service (14%) 792 760 770

servic e initiation 789 764 775

Service Advisor (11%) 792 756 774

Service Quality (18%) 792 757 774

Vehicle Performance (28%) 792 800 796

OVERALL CSI 739 765 752

CSI factorAvg

CSI

Latest F2FCSI(Date:-

28-12-08 )

Q4-08

CSI

1

Delivery time is staggered so

that he can give time to all

customer as per job

to accompany at the time of

delivery

2

Transperency of all charges

to be carried at the time of

estimation and explaning it to

customer on recieving and

deliveryCar delivery time extended till

8:00Pm and informed to

customer at job card opening

3

Separate family lounge and

smoking zone made

Peon instructed to offer tea

every hour Tracking Sheet

Made

Most of the customer are given same

delivery time of 5:30

Service advisor not free at the time of

delivery as he is occupied with other

customer

Inservice experience

(773)

No family lounge and smoking zone

Peon was not offering tea very hour

Fairness of charges while Job card

opening and delivery

Inconvinient operation hrs (Car

delivered till 7:00)

Service delivery

(768)

User friendly service

(770)


41/42

P a g e | 41

Role of MIS:-

Dealer management system and the proposed MIS

model

Collection

of

Appropria

te data

processe

d

Appropria

te

destinatio

n

Dealer

Showroo

m

CollectionData

Processed

D.M.S

TeamPublic Corporation Bank

CISAppointment

Requiremen

t Personal visit

A

1B C

2


42/42

P a g e | 42

1

2

Requirement

YesNo

Order

Booki

ng

Yes No

21644112 an approach to design a logical mis model of maruti suzuki india ltd

Documents