Field Studies II

on

Amana Toyota, Kannur

Toyota Motor corporationFounded: 1937 by Kiichiro ToyodaHeadquarters: Toyota city, JapanSecond largest car manufactures

(end of 2009 financial year), Volkswagen is largest as of now

Toyota also owns and operates Lexus and Scion brands

Journey from 1937 “A "engines to Toyota Prius

Largest sold car in world: Corolla

Company overview1960’s: Exports to US starts in mass numbers1973: started building small economical vehicles1989: Lexus division acquiredEntered SUV market with Prado and Landcruiser in

19941997: 1st generation hybrid car Prius made2001: entered capital investments with Toyota

finances2002: entered the prestigious Formula 1 race

event; Ralf Shumaker drove for them2007: Toyota Camry named car of the year2009: for the 1st time in 15 years Volkswagen

overtook Toyota as the largest car manufactures in the world

World wide presence of Toyota

Geographic Region Total Sales

Japan 8,152,884

North America 8,771,495

Europe 3,346,013

Asia 1,969,957Others

1,707,742 (2009 march details; all figures

in yen millions)

Toyota Kirloskar Motors, India

Date Of Establishment: October 6, 1997

Chairman: Mr. Ryoichi SasakiVice Chairman: Mr. Vikram S

KirloskarManaging Director: Mr. H. NakagawaPaid-In Capital: Rs. 7 billionShareholders: Toyota Motor

Corporation (89% equity) Kirloskar Group (11% equity)

Amana Toyota, Kannur

How to reach there?NH 17 connects Thalaserry to

Kannur via thottada sideIn between ITI institute and

Thottada junctionMapping

Amana Toyota, KannurProfile:

Name of the organization: Amana Toyota- Kannur Address: Amana Toyota, Thottada post, Kannur,

Kannur Established: 2006 Head office: Kozhikode Proprietor: Mr. P K Abdullah Show rooms: Calicut and Kannur. Upcoming

Showroom in Malapuram (2011) Suppliers: Toyota Kirloskar Motors- India, White

Fields, Bangaluru, Karnataka Website: www.amanatoyota.com Number of Staffs: 120 Departments: Administration, Sales, Service

Organization Layout

Chairman

General manager

Deputy General manager- Admin and finance

Sales Manager

Customer

Relation Manager

Service Manager

Administration Department

Director is the top most head of the organizationHis office is in Kozhikode (Calicut)Mr. V K Abdullah is the director of the organizationThe Kannur Showroom is taken care by Deputy

General Manager (DGM)Mr Sreejith is the DGM of Kannur ShowroomDGM take cares of Three managers: Sales Manager,

Customer Relation manager, Service ManagerCustomer relation team and Human resource team

consist of 23 team membersSales team has 26 staffService team has 72 staffAll the departments are controlled by the ADMIN

Customer relationship team

It has direct link over sales and service team Team responsibilities: Connecting feedback from

customers and complains and request in vehicle service Complaints are of two types: Internal & External

complaints Internal complaints are regarding the showroom External complaints are going to Toyota Kirloskar Motors Toyota has an innovative software called Voice of the

customer which updates complaints from customers Internal complaints are usually related to the service

department Details of Internal complaint solutions- Post service follow-

ups in which Amana Toyota calls the customer after 3 days. Monthly evaluation of the department is undertaken by

Toyota Motors with ranking charts, TKM chart of sales and customer satisfaction

Sales department

Sales manager

asst sales manager

Team leaders

sales executive

Sales departmentSales are divided into two types:

Showroom sales & field salesChannel of customer relationship:

1.enquiry of model 2. Details for the customer 3. Follow up of the customersClassification of customers- 1. Hot- take vehicle within 2 weeks 2. Warm- within 1 month 3. Cold- 6 months timeTDMS system: internal server base

Dealers to retailsDealer to retailer details Vehicle is booked by Amana Toyota from TKM,

Bangalore 3 months prior to the delivery timeVehicle list of new varieties and variants are

sent 6 months prior to the launchAllocation list consist of the names and dates

of the vehicles that are arriving to the showroom

Vehicles reach the showroom by trucks from Bangalore factory

Imported vehicles will take minimum of 2 months time to be shipped into the country.

Toyota products at Amana Toyota:

ETIOS: based on concept of “Bold Simplicity”. Hatchback and sedans

Altis : from predecessor corolla, luxury sedan class

Fortuner: SUV segment,4*4 transmission

Innova: Utility vehicle, most sold out product now in India of toyota

Toyota productsImported products: 1. Camry- luxury sedan2. Prado- SUV3. Landcruiser- High end luxury

SUV4. Prius- hybrid car

Service department

Service manager

parts manager

Service Advisor

technicians

Service process in Amana toyota Appointment date is arranged and timing chart is prepared The vehicle coming for service is given a random check by

the technician It is further brought to the washing area Maintenance is divided into two: Express & custom

maintenance Express maintenance is done within an hour and only 3

technicians are required for this process In express maintenance tools trolley, lift, vacuum

cleaner, wheel aligner are used Apart from 3 default technicians extra men are provided on

request Custom service starts with service taking place in the

general service stall and almost 20 mins of time is required for this

There are 11 General service stalls

Process of Custom service

1. Wash Number 12. Maintenance & repair3. Quality Check4. Wash number 25. Delivery preparation6. Service complete

Finance department  There are two types of banks: Private and National Banks Private firms include tie-up with finance companies or

banks. Eg. HDFC, ICICI, Kotek Mahindra, Sundaram Finance. Nationalized banks consists of State Banks and all

nationalized banks under GOI (Govt. of india) Loans are provided up to 75% of the vehicle cost . But this

can vary according to customer profile. Nationalized banks give up to 80-90% loan to high profile

people such as Businessman, software professionals. Payment for private banks is in the system of EMI (Equated

Monthly Installments) Loan can be closed in 6 months but before that the whole

payment should be payed. Interest for the banks vary between 6.5-10%

SWOT ANALYSIS Strengths:Biggest car showroom in KannurBig brand name so no need of individual

advertisement120 qualified and well experienced makes the

organization run effectivelyHierarchy of the organization is well distributed

which helps the customers to get satisfactory service

Special attention is given in making annual reports and statistics. This helps the organization to improve and get success.

On – Road service team of Amana Toyota provides home service which makes them the only one car dealer providing this service.

SWOT analysisWeakness: The city Kannur is not as developed as

Trivandrum and Cochin. So, the sales of Amana Toyota are not as much as that of developed cities.

The garage of Amana Toyota is comparatively smaller in size as compared to other Toyota showrooms in the India.

According to the rules of TOYOTA, Amana Toyota don’t have any right to do any changes in their infrastructure when needed.

Latest launches like Etios, Prius, Camry are not available in Amana Toyota.

SWOT analysisOpportunities: They don’t have any competitor of their level so

they can excel easily.A huge ratio of population in Kannur consists of

NRI which are considered as HOT customers by Amana Toyota as they don’t give delayed payments.

 Threats:Companies like Chevrolet, Volkswagen and Honda

is expanding their branches in MalabarChevrolet Cruiz and Tavera, Honda Civic and CRV

are some models of cars are giving tough competition to Toyota.

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