rpr corrected n revised

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A Research Project Report

ON

SERVICE QUALITY AND CONSUMER

SATISFACTION STUDY FOR MARUTI SERVICE

CENTER IN CHANDIGARH


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PREFACE

The research project program is the integral part of MBA curriculum during thecourse of training ; the trainees are expected to use and apply their academic

knowledge and gain a valuable insight into corporate culture with all its environment

operational complexities.

The training offers a valuable opportunity to the trainee to meet their academic

knowledge to the real world situation. I have undertaken commercial department to

study about the various activities done in this department in details, as the result of

that I came out with the project title.

Service Quality And Consumer Satisfaction For Maruti Service Centerin this

report I have put my finest efforts to compile the data with utmost accuracy and hope

this report will give complete satisfaction regarding the various aspects of Service &

Consumer Satisfaction activity.

Ankit Pathak

M.B.A IV Sem

Roll No - 1006470005


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A C K N O W L E D G E M E N T

This is a great opportunity to acknowledge and to thanks all those persons without

whose support and help this project would have been impossible. We would like to

add a few heartfelt words for the people who were part of this project in numerous

ways.

I would like to thanks to my project guide MS. RIJU AGRAWAL for her

indefatigable guidance, valuable suggestion, moral support, constant encouragement

and contribution of time for the successful completion of project work. I am verygrateful to her, for providing all the facilities needed during the project development.

I Also thank my counsellors for his indispensable support and encouragement

thought the project. I would like to thank project guide & all those who helped me

directly or indirectly.

Ankit Pathak

M.B.A IV Sem

Roll No- 1006470005


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DECLARATION

I, ANKIT PATHAK , student of MBA (Master of Business Administration) IV Sem

from HINDUSTAN COLLEGE OF SCIENCE AND TECHNOLOGY, MATHURA,

Affiliated to MAHAMAYA TECHNICAL UNIVERSITY, NOIDA, here by declare that

the following report Service Quality And Consumer Satisfaction For Maruti

Service Center is an original piece of work no part of this project is either copied of

partially or totally taken from some previous works.

Ankit Pathak

M.B.A IV Sem

Roll No- 1006470005


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INDEX

Introduction..7

Objectives of the Study..9

Company Profile..10

o Milestones.12

o Awards16

o ISO 9001:2000 certificate.19

Maruti Products24

Research

Methodology..39

Market Research..40

o Customer

Satisfaction.41

o Market Segmentation..45

o Positioning..46

o Suppliers.47

o Advertising & Communication...47

o Values & Vision48

Maruti Authorized Service Network.50

o Wider Area Coverage52


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o Better service quality..53

Survey.60

o Survey Findings...61

o SWOT Analysis.64

o SCM Strategies.66

Recommendation 69

Limitation of Study..70

Findings & Interpretation....71

Summary & Conclusion.73

Bibliography..75

Appendices.76

o Questionnaire.76


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INTRODUCTION

India is one of the most important emerging car economies

in the world today. Premier Automobile Ltd. (PAL) earned the

distinction of manufacturing the first car in the country.

Hindustan Motors (HM), which started as a manufacturer of

auto components graduated to manufacture cars in 1949.

Thanks to the Licence Rajwhich restricted foreign competitors

to enter the Indian car market, Indian roads were ruled by

Ambassador Car from Hindustan Motors and the Fiat from

Premier Auto Ltd. for many of the initial years.

The control imposed on car makers related to production

capacity and distribution. The GOI control even extended to

fixation of prices for cars and dealer commissions. The three

decades of the passenger car industry in India up to the early

1980s, proved to be the 'dark ages' for the consumer, as his

choice throughout this period was limited to two models

Ambassador and Padmini. It was only in 1981, after the entry of

Maruti Udyog, that the car makers were given a free hand to fix

the prices of cars, thus, effectively abolishing all controls relating

to the pricing of the end product.


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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.

Maruti Udyog Ltd introduced 'Maruti 800' in 1983

providing a complete face lift to the Indian car industry. The car

was launched as a "Peoples car" with a price tag of Rs 40,000.

This changed the industry's profile dramatically. Maruti 800 was

well accepted by middle income families in the country. Many

companies have entered the car manufacturing sector, to tap the

middle and premium end of car industry. The new entrants are

Daewoo (Matiz), Tata (Indica) and Hyundai (Santro) in upper

end of economy car market. GM, Ford, Peugeot, Mitsubishi,

Honda and Fiat has entered the mid-sized car segment and

Mercedes-Benz is in the premium end of market.


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OBJECTIVE OF THE STUDY

To know the current and future standing of the Maruti

Udyog Ltd.

To know the visions and values of the company. To calculate the market of different brands of Maruti.

To find out the main factor affecting the buying behavior or

buying decision of the consumers.

To know the effectiveness of advertisement of Maruti cars

in buying decision of the customer.

To know the position and segments in which the whole

market is divided.

To know the level of consumer satisfaction and the factors

affects it.

To know the level of service quality for maruti service

center.


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COMPANY PROFILE

Maruti Udyog Limited (MUL) was established in Feb 1981

through an Act of Parliament, to meet the growing demand of a

personal mode of transport caused by the lack of an efficient

public transport system.

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 Maruti Udyog Limited contemporary technology and

Japanese management practices (which had catapulted Japan

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

the world).

A license and a Joint Venture agreement was signed

between Government of India and Suzuki Motor Company (now

Suzuki Motor Corporation of Japan) in Oct 1982.

The objectives of MUL then were:

Modernization of the Indian Automobile Industry.

Production of fuel-efficient vehicles to conserve scarce

resources.

Production of large number of motor vehicles which was

necessary for economic growth.

SMC and MUL have drawn up an investment plan of Rs

9000 crore in India upto 2010.


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Vision

"The Leader in the Indian Automobile Industry,

Creating Customer Delight and Shareholder's Wealth; Apride of India"

Core Values

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity Networking and Partnership

Openness and Learning

Technological Advantage

We have introduced the superior 16 * 4 Hypertech engines

across the entire Maruti Suzuki range. This new technologyharnesses the power of a brainy 16-bit computer to a fuel-

efficient 4-valve engine to create optimum engine delivery. This

means every Maruti Suzuki owner gets the ideal combination of

power and performance from his car.

Our other innovation has been the introduction of

Electronic Power Steering (EPS) in select models. This results in

better and greater maneuverability. In other words, our cars

have become even more pleasurable to drive.


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Production/R & D

Spread over a sprawling 297 acres with 3 fully-integrated

production facilities, the Maruti Udyog Plant has already rolled

out over 6.3 million vehicles. In fact, on an average, two vehicles

roll out of the factory every minute. And it takes on an average,

just 14 hours to make a car. More importantly, with an

incredible range of 11 models available in 50 variants, there's a

Maruti Suzuki made here to fit every car-buyer's budget, and

dream. SMC and MUL have drawn up an investment plan of Rs

9000 corer in India up to 2010.

Production Milestones

1st vehicle produced, December 1983

1,00,000 vehicles produced by August, 1986

5,00,000 vehicles produced by June, 1990

10,00,000 vehicles produced by March, 1994

15,00,000 vehicles produced by April, 1996

20,00,000 vehicles produced by October, 1997

25,00,000 vehicles produced by March, 1999

30,00,000 vehicles produced by June, 2000

35,00,000 vehicles produced by December 2001





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Milestones

2005 The fiftieth lakh car rolls out in April, 2005

Growth in overall sales by 15.8%

2004 New (non A/C) variant of Alto

Alto becomes India's new best selling car

LPG variant of 'Omni Cargo'

Versa 5-seater, a new variant

Baleno LXi, a new variant

Maruti closed the financial year 2003-04 with an annual

sale of 472122 units, the highest ever since the company

began operations 20 years ago

2003 New Suzuki Grand Vitara XL-7

Redesigned and all-new Zen

New upgraded WagonR

Enters into partnership with State Bank of India

Production of 4 millionth vehicle. Listed on BSE and NSE

after a public issue oversubscribed 10 times

2002 WagonR Pride

Esteem Diesel. All other variants upgraded

Maruti Insurance. Two new subsidiaries started: Maruti

Insurance Distributor Services and Maruti Insurance

Brokers Limited

Alto Spin LXi, with electronic power steering

Special edition of Maruti 800, Indias first colour-

coordinated car

Maruti True value in Mumbai

Maruti Finance in Mumbai with 10 finance companies

Suzuki Motor Corporation (SMC) increases its stake in

Maruti to 54.2 percent

2001 Zen LXi

Maruti True Value launched in Bangalore and Delhi

Maruti Versa, Indias first luxury MPV

Alto Spin LXi, with electronic power steering


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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

1997 1998 Esteem (1299cc, 3 box car) LX, VX and AX

New Maruti 800 (796cc,hatchback Car) Standard and

Deluxe

Produced the 2 millionth vehicle since the 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


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1995 Esteem 1.3L (1298 cc, 3 box car)VX

With the launch of second plant, installed capacity reached

200,000 units

1994 Esteem1.3L (1298cc, 3 box car)LX

Produced the 1 millionth vehicle since the commencement

of production

1993 Zen(993cc, hatchback Car), which was later exported in

Europe and elsewhere as the Alto

1992 SMC increases its stake in Maruti to 50 percent

1991 Reaches cumulative indigenisation of 65 percent for all

vehicles produced

1990 Maruti 1,000(970cc, 3 box), Indias first contemporary

sedan

1988 Installed capacity increased to 1,00,000 units

1987 Exported first lot of 500 cars to Hungary

1986 Maruti 800 (New Model-796cc, hatchback Car)

Produced 1,00,000 vehicles (cumulative production)

1985 Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)

1984 Omni, a 796cc MUV

Installed capacity reached 40,000 units

1983 Maruti 800, a 796 cc hatchback, Indias first affordable car.

Production was started under JVA

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

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

Total. Customer Satisfaction Study.

Leadership in the JD Power Initial Quality Study - Alto

number one in its segment for the 2nd time in a row,

Esteem number one in its segment for the 3rd year in a

row, Swift number one in the premium compact segment.

WagonR and Esteem top their segments in the JD Power

APEAL study

TNS ranks Maruti 4th in the Corporate Reputation

Strength (CSR) study (#1 in Auto sector)-Feb 05

Maruti bagged the "Manufacturer of the year" award from

Autocar-CNBC (2nd time in a row)-Feb 05

First Indian car manufacturer to reach 5 million vehicles

sales Business World ranks Maruti among top five most

respected companies in India-Oct 04

Maruti ranked among top ten (Rank7) greenest companies

in India by Business Today - Sep '04


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2004

Maruti Suzuki was No. 1 in Customer satisfaction, No. 1 in

Sales Satisfaction No.1 in Product Quality (Esteem and

Alto) and No. 1 in Product Appeal (Esteem and Wagon R)

No. 1 in Total Customer Satisfaction (Maruti 800, Zen and

Alto)

Business World ranked us among the country's five most

respected companies

Business World ranked us the country's most respected

automobile company

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 thetop 10 automotive brands in "Most Trusted Brand survey

2003"

J D Power ranked 3 models of Maruti on top: Wagonr, Zen

and Esteem

Maruti 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

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

another international first


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2000

Maruti bags JD Power CSI - 1st rank; unique achievement

by market leader anywhere 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


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1992-93


performance

1991-92


performance

ISO 9001:2000

At Maruti, our approach to quality is in keeping with theJapanese practice--"build it into the product". Techniciansthemselves inspect the quality of work. Supervisors educate andinstruct technicians to continually improve productivity andquality. The movement of quality indicators is reviewed in weeklymeetings by the top management.In 2001, Maruti Udyog Ltd became one of the first

automobile companies anywhere in the world to get an ISO

9000:2000 certification. AV Belgium, global auditors for

International Organization for Standardization(ISO), certified

Maruti after a four day long audit, covering varied parameters

like Customer Focused organization, Leadership, Involvement of

people, Process approach, System approach to Management,

Continual improvement, etc.

In May 1995, Maruti got ISO 9002 certification. The audit forthis covered quality assurance in production, installation,marketing and sales as well as after sales services. We were alsoone of the first companies in the world to pioneer ISO 9000certification for our dealers.

In October 1993, MUL passed the Conformity Of

Production (COP) Audit, which is based on a European

Union Directive. This authenticated our quality systems

and testing facilities for export to Europe.


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The emphasis on total quality has meant that today it is in

a position to guide vendors and dealers in establishing and

consolidating their individual quality systems. This commitment

to quality has ensured a consistently satisfying product and

world-class sales and after-sales services.

Employee Quality Measures

Kaizen is based on the concept of making incremental

improvements in its products. It incorporates a series of

continuous small and simple improvements, which aim at

involving employees at all levels.

The Suggestion Scheme is based on the same principle.

Under this scheme, employees are encouraged to make

suggestions for improvement in any area of our operation. Over50,000 suggestions are received from employees every year.

Maruti has won the First place in "Excellence in

Suggestion Scheme Contest 2003", which is the 6th

consecutive award won in as many years. This contest is

organized byIndian National Suggestion Schemes Association

(INSSAN). Since 1998 Maruti has won this award 10 times.

"Quality Circles" are groups of five to eight members from a

particular work area who work as a team to identify priorities

and solve work related problems in the area.

It believe that it is this unwavering commitment to quality

that will lead to the further growth of the organization as

competition increases


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WHATS NEW

Maruti Leads March with Stellar PerformanceYour favourite car company, Maruti Udyog Limited has

closed the financial year 2005-06 with an annual sale of

6,72,122 units, the highest ever since the company began

operations 20 years ago. This annual sale figure includes exports

of71175 units, the highest ever since Maruti began exporting

cars in 1988, a growth of 59% over 2004-05. Maruti's annual

sale in 2005-06 represents a growth of 30 per cent over 2004-05.

During March 2006, the company sold 52700 units, including

8282 exports. This is the highest ever sale in the domestic

market in a month by Maruti. This is also the highest ever export

in a month by the company.

The record sale performance was a fitting end to an

eventful year during which the company's Public Issue was

oversubscribed 10 times and became a landmark for the Indian

stock markets and the Government's Divestment programme.

During the year, Maruti earned further customer

appreciation, being ranked FIRST in J DPower Customer

Satisfaction Surveyfor a record fourth year in a row.

The company's WagonR, Zen and Esteem models topped

their categories in the J D Power Initial Quality Study 2005.


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Quality improvements along the chain, notably by the company's

component suppliers, contributed to this achievement.

Besides, WagonR was ranked FIRST in its category in

Total Customer Satisfaction Surveyconducted by NFO

Automotive.

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 A2 (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.


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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.

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

The Grand Vitara is

handsome and a very

capable off-road vehicle, it

is above average at this end

of the market with good

quality fabrics and plastics.

It is equipped with an

ergonomic dashboard and is superbly backlit with great heating

controls. The car has excellent headroom and rear legroom.

However, front passenger foot well has limited legroom. The

headrests are difficult to adjust, especially to get them at the

correct height for our heads or necks. It is also difficult to adjust

drivers seat with the door shut. Don't get me wrong the Suzuki

Grand Vitara has true off road performance, car-like ease to

drive and is excellent value for money. It would go where many a

so-called four-wheel drive would falter without lacking comfort or

refinement. The Grand Vitara comes with a security conscious

integrated radio single slot CD player, which is capable and very

easy to use. This machine is a joy to drive and an excellent

alternative to the family car.


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Maruti Wagon R

The 1061cc MPFI

low friction engine delivers

an awesome

64bhp@6200rpm power

for smoother pick-up and

faster acceleration than

other car engines in this

category.

A 16 bit on-board computer with diagnostic capability

monitors engine performance continuously. It checks the

condition of the engine as soon as you turn it on and monitors

the air-fuel ratio for optimum fuel efficiency.

The 4 valves per cylinder engine configuration gives better

fuel economy than other cars. As per Autocar (May'04) WagonR

gives a mileage of 14.15 kmpl as against 13.3 kmpl by Santro

Xing. This has been made possible due to the superior WagonR

engine.

Dual Distributor-less Digital Ignition (DDLI) means an

instant, hassle-free start every time and more efficient power

distribution. A flat torque curve ensures quick pick-up at higher

gears and lower rpm. You won't need to change the gears often.

Its not just performance, WagonR also has numerous innovative

features.


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accordingly, including a new engine. Wagon R is Japans top

selling model, and it is to be seen if its success can be emulated

in India.

Maruti Alto

The hottest little thing

is really a hot cake among

the car lovers. Just get inside

and try this cool car. You will

definitely fall in love with it.

Finally your fantasy compact

car is now a reality.

It's unique features make it distinct from the other cars.

The electronic tachometer helps improve unmatched fuel

efficiency. It is also equipped with a remote controlled fuel lid

and trunk opener. A digital trip meter indicated the miles you

have enjoyed riding on this cool car.

It is a highly safe car to drive on Indian roads. High tensile steel

side door beams guard against front, rear and side collision

impact. It has room for almost everything making it a real family

car. Put all you want into a low roomy luggage compartment. It

also has more boot space than other cars.

Its seductive lines and stylish curves complement the muscular

look. Two pressed lines on either side give it a distinct character

and an unique halogen head lamp make it a beauty. The cool

interiors of the car include a powerful AC, which is ideal for

India's climate.


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Maruti Esteem

Looked at against other cars

in the Indian market in the mid-size segment, the Esteem seems a

bit ordinary. For one, it definitely

needs a new look as it is the

replica of the earlier Maruti 1000

introduced in the mid-eighties. The Maruti 1000 was withdrawn

as it was an extremely underpowered vehicle, and no one can

deny that the Esteem has a great engine under its hood.

The fact remains, though, that the design has been around

for close to two decades and a new look could do wonders for the

car. This is because the Esteem's main asset is its engine, which

leaves no doubt in anyone's mind that the Japanese make the

best petrol motors on this planet. The all-aluminium engine with

its hollow camshaft, which cuts down rotational inertia, is

extremely light and responsive.

The Esteem typifies Suzuki's expertise in using the four-

valve-per cylinder, multi-point fuel-injection combination to

create a power machine. The mid-size Esteem can reach 100

kmph speed from standstill in just 11.4 secondsquicker than

the Lancer and the Astra.

The power-to-weight ratio of the Esteem is also the most

favourable for a mid-size car. The power steering in the variants

is quick and direct with a certain degree of feel. This is a boon in

tight city driving conditions. The gearbox is slick and shifting a

real joy.


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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.

The Euro 2 versions are a definite upgrade on the earlier

versions as they come with 85 bhp against the earlier weaker 57

bhp variants. Among the two diesel variants, the Di is the top-of-

the-line version with power steering, windows, rear defogger and

halogen lamps, to name a few features.

The Vxi version and the Euro 2, VX and AX come well

equipped with power steering and power everything. But the VXI

version is a step ahead as it has a rear defogger, a laminated

windshield and a number of extra add-on features such as

protective mouldings on the side.

Maruti Baleno

The Baleno has the looks

and feel of a winner. This was

Maruti Udyog's first D-segment

car launched in India to

compete with the Mitsubishi

Lancer and the Honda City.

This is also Suzuki's biggest passenger car and in Japan and

other markets. The Baleno is called the Cultus in Japan.

The Baleno is probably the best-equipped car in the market

today. It is available in two variantsone the base version and

the top-end Baleno Altura. Both are identical in almost every


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aspect except that the Altura version is bigger 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.

Other features present in both the models include a rear

defogger, third brake light, trunk lighting, rear safety belts and

the very useful 'key-not-removed buzzer.' By any standards, the

car is very spacious and here at last is one car that provides

ample legroom for the rear passengers.

The Baleno's 1.6-litre engine with 16 valves, multi-point-

fuel-injection, a hollow camshaft and distributor-less electronic

ignition is a gem. It is a SOHC unit where all four valves are

operated via rockers driven by a single camshaft. It gives 94bhp

at 6,000 rpm and a torque of 13.4kgm at 3,000rpm. The spirit of

the car is bottled in a highly responsive and fuel-efficient 1590cc

SOHC engine.

The Baleno is identical to the Honda City in length and

width though it is smaller than the Lancer and the Astra. The

Baleno's rectangular, meshed grille stands out from the

bodywork with its chrome border. The bonnet flows smoothly

around the grille area and blends into the bumper.

The Baleno is suspended on a fully-independent set-up,

with MacPherson struts, both front and rear. An anti-roll bar is

standard in the front. The suspension is mounted on a sub-

frame, which reduces noise, vibration and harshness levels.

The Baleno reaches 0-100 kmph in 11.13 seconds and a

top speed of 180 kmph and gives a mileage of 11.1 kmpl in


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towns and 15.9 kmpl on highways. The Baleno is Maruti's first

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

The Maruti 800 is the

largest-selling car in Indiaand

with good reason. This car offers

the best value for money among

all Indian carscombining ease

of driving, good fuel economy

and reliability.

Historically, it has the blessings of the government behind

it also. But the car's low-cost structure remains unmatched. No

manufacturer today, maybe not even Maruti Udyog itself, would

be able to make a car like the 800 today, at the same price.

Hence, the cost advantage of the indomitable 800 is the reason

behind its phenomenal success.

The Maruti 800, which enabled millions of urban middle-

class families to become first-generation owners of a four-

wheeler because of its affordable price, has seen several

improvements over the yearsthe main reason why it has

stuck around for so long.

The latest improvement in the Maruti 800 is the

introduction of a multi-point fuel-injection (MPFI) system to

meet new emission norms. The MPFI system is complemented by

a four-valve per-cylinder head and five-speed gearbox giving it a


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level of performance very few cars in this segment can match. It

is also the most manoeuvrable car around. It's 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

The Maruti Gypsy is

India's version of the Suzuki

Jimny, which was at one time

one of the best-selling four-

wheel drives in the world. The

Gypsy can go nearly anywhere,

though is not as solid a

workhorse as the Mahindra Jeeps.

But considering its size and weight, it is tough and can

take a lot of battering. As a personal four-wheel-drive car, it does

well as it is refined, better finished and is much easier to drive

than any Jeep. And it is also extremely reliable and, to a large

extent, trouble-free.

In India it is available in two Euro 2 variantsthe HT and

the ST version. The HT version has features like fabric

upholstery and a fibre reinforced plastic top, while the ST

version has a foldable windscreen and a removable canvas top.


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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.

Maruti Omni

The Maruti Omni Van is

basically a Japanese

commercial van that has been

converted with some

modifications into a passenger

vehicle. This is basically an

underpowered vehicle mainly

due to its excessive weight.

It is heavier than a car because its body is not

aerodynamic. Also due to its high stance it appears to be slightly

unstable. In high-speed crosswinds, the Omni becomes unstable

and shaky because its wheels are small and the centre of gravity

high.

The Omni also has a tendency to pitch and bounce on an

uneven terrain. The ride quality is also not up to regular

standards due to the suspension, which appears to be of leaf

spring lineage. However, manoeuvrability is very good for a car of

such dimensions and is far superior to that of the 800. Its

turning cycle, too, is better than the 800s.

In terms of space efficiency, the Omni beats the higher-

priced breed of small cars. The vehicle can accommodate five

passengers and stack their luggage easily. The rear sides offer

greater comfort with plenty of legroom and door-to-door carpets.


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The sliding doors help in easy entry and exit when in a crowded

parking lot.

Maruti Versa

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.

The Maruti Versa, unlike the

Omni, has a fairly well-defined snout with a three -groove grille.

The bonnet, the headlights, the black chin spoiler and the

bumper with a huge air-intake capacity give it a sporty look. It is

an incredibly light car. Decked in a conventional van layout, the

Versa's engine is located under the front seats.

Its bonnet houses the radiator and electric fan as well as

the AC condenser and reservoirs for the coolant, washer fluid

and brake fluid. The Versa uses disc brakes for the front and

also has a pressure-regulating valve.

The side panels are tastefully delineated with snazzygraphics, which extend from the tail lamp to the front door. The

car employs the proven and ultra reliable 1298cc four-cylinder

SOHC of the Esteem. Maruti engineers have taken special care

to reduce noise, vibrations and harshness levels to acceptable

limits. They have also made appreciable efforts to improve safety

features in the car, and the monocque construction provides a


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rigid safety cell with side impact bars to protect against frontal

impacts. Firm suspension settings ensure comfort and control.

The Versa's interiors have a familiar Maruti ring. The

interiors are tastefully done with brushed aluminium look,

though a substantial borrowing has been made from the 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.

The SDX version is a seven-seater, while the base Versa

DX and the middle variant DX2 is an eight-seater. One can slide

and recline the front row seats to adjust space between the first

and middle rows. The SDX and DX2 versions of the Versa are

equipped with twin air conditionersone in front and one at

the rear. The rear AC has independent controls and overhead

ducts.

The Versa is probably among the safest cars to drive.

Safety features include side-impact absorbing beams, front-

impact beams and a steel pipe frame in the rear seat. Height

adjustable head restraints, brake boosters and a collapsible

steering column are the other safety features.

The Versa boasts of a powerful 16-valve, 1298cc engine

generating 82 bhp at 6000 rpm, and controlled by a 16-bit

engine management system. The car also possesses higher

power to weight ratio not present in any other MUV. The Versa

can reach 100 kmph from standstill position in just 13.5

seconds.


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Maruti Zen

The Zen is based on the

1991 Suzuki Cervo Mode, aJapanese-market-only model.

The Maruti Zen was the first

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.

In essence, the Zen, (sold as Suzuki Alto abroad) which

looks like an extremely well-fed Maruti 800, drives like a dream.

It offers more than adequate performance and is delightful to

handle.

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.

Zen was the first car to have all-aluminium engine,

electronic distributor pump, electric fuel pump in the fuel tank,

suction resonator and a dash panel of sandwich construction.

Starting from the 993cc engine, developing 50bhp in carburetted

form and 58.5bhp in fuel-injected form, most of the power of the

Zen comes in at the higher reaches of the power band.

The five-speed ultra-slick gearbox in the Zen continues to

be one of best boxes in an Indian car. A collapsible steering

column is another safety feature present in all the variants of


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the car. The Zen is available in four variantsthe LX, VX, VXi

and D. A deluxe model has also just been launched; it boasts of

central wood finish console and suede leather upholstery.

Accessories in the car include, music system, sun visors

on both sides, front and rear assist grip, fabric upholstery,

power window and power steering is available in the VX and Vxi

variants.

Safety features in all the variants include: energy

absorbing collapsible steering column, side-impact door beamsin front and rear, child-proof locks on rear doors, rear

windshield wiper and washer, central locking and protective

mouldings on side.

Maruti Swift

Maruti Udyog, flush withbookings for the new Swift, will

ramp up its production from 200

to 250-260 units per day,

starting 19 June. The plant will

be shut for a week prior to that

for annual maintenance work.

Launched on May 25 in New Delhi, the Swift has also been

launched in several other cities since then, including Mumbai,

Ahmedabad, Hyderabad and Chennai. With an estimated 20,000

bookings, the car is booked for the coming three months or so.

Meanwhile, the company has already announced an increase in

prices for the car, marking the end of 'introductory pricing'

which Maruti's MD, Jagdish Khattar had alluded to at the


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launch. As a result, all bookings effective 9 June will be made at

the new retail tags. While the base model LXi's price has been

increased by Rs 8,000, those of the VXi and ZXi have been raised

by Rs 10,000 each. Maruti has said the prices are for fresh

bookings and will not impact the estimated 20,000 bookings

already received.

The increases in retail price tags, barely two weeks after

the launch, will bring the Swift's price closer to that of its 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.

Maruti's sales in the first two months of this fiscal have

been down by about four percent, at an estimated 80,476 units

as against 84,050 units in the year-earlier period. Exports have

also fallen by 61 percent in this period. The company's volume in

the domestic A2 segment grew by 23 percent which is inclusive

of 2,981 units of the Swift, dispatched during May 2005. In theA3 segment, Maruti's sales grew 48 percent during the month

compared to sales in the year-earlier period.

The company has laid the foundation stone of its new plant

at Manesar. The new plant will involve an investment of over Rs

3,200 crore, of which Rs 1,500 crore will be spent to build a new

car assembly plant and Rs 1,748 crore for a diesel enginemanufacturing facility for local consumption and exports.


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Maruti 800 Days Are Numbered If.

1.The used or second-handcar

market in India is likely to become more

organized in future. The car dealers will

themselves deal with used cars. It is

expected that a used second hand

Indica, Santo, Astra or 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 willgraduate to a Maruti 800 in future with higher incomes.

2. An analysis of the world car market shows that no car

company in the world, with the expectation of the Japanese,

has a car in its range, which is directly comparable to the

Maruti 800. Contrary to popular belief, the Ford Fiesta, Opel

Corsa and the VW Golf would compete with Maruti Esteem or

Maruti Zen, and not with Maruti 800. All these cars, though

small by Western standards, are high-power cars which would

be priced in India in the luxury range. Given that only 30% of

the market is estimated for cars above 1000cc and with so

many companies already in the Indian market, the industry

seems to be heading for a shake out. The firms that would beable to design and properly implement sound marketing

strategies are likely to be the winners.

3. The easy financing schemes are also posing threat to the

Maruti because customers can directly graduate to SEGMENT

B without having first time purchase at Maruti 800. Since car

purchase is India is a one time decision and people will prefer


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to have one investment that will differ not very highly for

better features.

4. Diesel engine cars are also posing a big threat due to their

fuel cost differential since in India people do give a lot of

emphasis on fuel efficiency and price do play an important

role in this category. Huge success of INDICA in the sub

urban and rural areas is just an Indicator of the future so

Maruti 800 beware India is slipping out of your hands.

Research Methodology

The type decision and specification of a work or taste is as

important as its target and achievement.

The study of aimed to provide the comparative account

regarding the Total models of Maruti cars in the market. I found

out the position and condition of selected models and various

things. For this project survey, I made the questionnaire and

collected data from the journals, internet, and magazines.

Research:

Research can also be defined as scientific and systematic

search to time information for specific topic.

Problem Identification:

Define the problem chosen for investigation such as-:

(a)Analysis of after sales- services

(b)Analysis the level of customersatisfaction.


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(c)Market share of different brands etc.

Research design

Research design is the basic framework which provides

guidelines for data collection and data analysis the researcher

especially pin point that to carryout research properly.

1) How the data would be collected.

2) Which instrument for data collection would be used?

3) What sampling plan would be used?

The data collection methods are basically of these types-

observation, experimentation and survey. I used the survey

method of data collection because in the Market Research

method I can gather a wide range of valuable information on over

behavior of consumer for product.

Sources of information: through Primary & secondary Data.

Primary data: Primary data is that which data collect in new by

primary sources.

Questionnaire

I used the survey method frank questionnaire with general

face-to-face interaction of consumers.


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Secondary data: these data already exist in the companies

magazines.

I collect the secondary data from:-

Magazines

Journals

Internet

Annual Reports

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

The Quality Advantage

Maruti Suzuki owners experience fewer problems with their

vehicles than any other car manufacturer in India (J.D. Power

IQS Study 2005). The M800 was chosen No.1 in the premium

compact car segment and the Esteem and Swift in the entry level

mid - size car segment across 9 parameters.

The J.D. Power APEAL Study 2005 proclaimed the Wagon

R no. 1 in the premium compact car segment and the Esteem

No.1 in the entry level mid - size car segment. This study

measures owner in terms of design, content, layout and

performance of vehicles across 8 parameters.

A Buying Experience like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art

showrooms across 189 cities, with a workforce of over 6000


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trained sales personnel to guide our customers in finding the

right car. Our high sales and customer care standards led us to

achieve the No.1 nameplate in the J.D. Power SSI Study 2005.

Quality Service across 1036 Cities

In the J.D. Power CSI Study 2005, Maruti Suzuki scored

the highest across all 7 parameters: least problems experienced

with vehicle serviced, highest service quality, best in-service

experience, best service delivery, best service advisor experience,

most user-friendly service and best service initiation experience.

92% of Maruti Suzuki owners feel that work gets done right

the first time during service. The J.D. Power CSI study 2005 also

reveals that 97% of Maruti Suzuki owners would probably

recommend the same make of vehicle, while 90% owners would

probably repurchase the same make of vehicle.

One Stop Shop

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.

The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost you

face when buying a car. Although a car may be affordable to buy,

it may not necessarily be affordable to maintain, as some of its

regularly used spare parts may be priced quite steeply. Not so in

the case of a Maruit Suzuki. It is in the economy segment that


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the affordability of spares is most competitive, and it is here

where Maruti Suzuki shines.

Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of

ownership among all models are all Maruti Suzuki vehicles: Zen,

Wagon R, Esteem, Maruti 800, Alto and Omni.

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

Marketing managers often commission formal marketing

studies of specific problems & opportunities. They may request a

market survey a product preference that a sales forecast by

region or an advertising evaluation.

Marketing research is the systematic design, collection

analysis and reporting of data and findings relevant to a specificmarketing situation facing company.

Marketing research as a systematic gathering recording

and analyzing of data about problems relating to marketing of

goods and service.

Generally, in India, accuracy and reliability is lacking in

most marketing research investigation. Let us take the example


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of advertising media like newspaper, TV. Etc., giving

advertisements. Without a clear methodology and objectives

(research design), the researcher cannot adopt a particular track

for conducting research.

Zaltman & Burger (1975) define marketing research as the

field which involves the diagnosis of information needs and the

selection of relevant interrelated variables about which valid and

reliable information is gathered, recorded and analyzed.

The nature of marketing research can better be understoodif we explain it from seven points of view, viz.

As an economic resource

1. As a system of authority

2. As an activity of marketing management

3. As team effort

4. As an art or science

5. As a profession

6. As an interdisciplinary

A wide range of research activities is covered by the mktg.

Research. For our convenience, we can put these activities in to

seven categories viz.

1. Product and service research.

2. Market research.

3. Promotion research

4. Distribution research

5. Pricing research

6.Corporate responsibilities research

7. Miscellaneous research


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Business executives are becoming increasingly dependent

upon marketing research. The increasing importance of

marketing research is based on the following three trends: -

1. Shift from the local to national and international market.

2.Transition from consumer needs to consumer wants.

3. Shift from price competition to non-price competition.

MARKET SEGMENTATION

The Indian automobile market is still in its evolutionary or

early growth stage. Therefore, no fixed or widely accepted

method of segmenting the market has evolved as yet.

Segmentation has mostly been done on product types or price

ranges. There has hardly been any kind of segmentation on

psychographic or behavioral parameters as seen in developed car

markets. The segmentation provided in this paper is based on an

understanding of the current state of the industry. These

segments are quite different from the segments known in the US,

European or Japanese markets. The following segments based

on price and type of car has been identified:

Segment A:

Economy segment, comprising cars priced less than RS

250,000 and in this categoryMaruti 800, Maruti Omni and

Alto are major players with Maruti 800 as undisputed market

leader.


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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,

Peugeot 309, Opel Astra, Cielo, Ford Escort, Mitsubishi

Lancer.

Segment D:

Luxury segment, comprising cars priced at higher

than RS. 10,00,000 e.g., Mercedes-Benz, BMW, and Audi.

POSITIONING

Since the Indian car market is in a state of flux, the

positioning of most companies in the consumer's mind appears

to be confused. However, the companies have developed image-

based positioning strategies for their brands.

Some of them are


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Maruti: Small Complete Car with Value for money concept.

General Motors Opel (GM)German engineering

Daewoo - Family car

Honda - superior engine performance.

Peugeot - sound-free diesel engine

Ford - smooth drive

Indica - more car per car

SUPPLIER

There are about 6,350 small and large component

manufacturers in India, out of which about 350 are in the

organized sector and are registered with the Automotive

Components Manufacturers Association. There is a sizeable

replacement market for parts and components, but this market

is heavily dominated by manufacturers who sell unbranded

products at very low prices.

ADVERTISING & COMMUNICATION

Advertising in the Indian passenger car industry hardly

existed till the onset of competition. Today however, the industryis one of the highest spenders on advertising among consumer

durables. Advertising has been concentrated to the print media.

The company also recognizes that effective PR exercises would be

a critical component of its marketing efforts in future.

Recognizing this now companies are focusing on lot of

competitive advertising in which the features essential or new

value adds are compared extensively. Maruti is on its drive for


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the big time LEADERSHIP FACT advertisement campaign

working on ten core strengths of Maruti. This campaign has

been extensively launched through out India with Print Media.

VISION AND VALUES

VISION

The leader in the Indian Automobile Industry,

creating customer delight and shareholders wealth; A pride

of India.

VALUES

CUSTOMER OBSESSION

FAST, FLEXIBLE & FAST MOVER

INNOVATION AND CREATIVITY

NETWORKING AND PARTNERSHIP

OPENNESS AND LEARNING

HR VISION

Lead and Facilitate continuous change towards

organizational excellence; create a learning and vibrant

organization with high sense of pride amongst its members.


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CULTURE BUILDING INITIATIVES SINCE INCEPTION

Japanese Management philosophy of Team Spirit

Common uniform

Open office

Common Canteen

Open OfficeEasy accessibility, Speedy

Communication and decision making

Morning Meetings

Morning Exercises

TRAINING & DEVELOPMENT

Annual Training Plan - All Levels

Topics selected based on Vision, Values & Departmental

Feedback of Company-wide Managers

Technical Training on latest Technologies abroad at SMC, Japan


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Maruti Dealer Network

Maruti dealer network is one of

its greatest strengths and it

score over many manufacturers

due to this strength only. It also

form part of its communication

strategy by giving advertisement

related it its service centre

coverage. Maruti service

station Hai KyaThis

network give it a give advantage over companies like FIAT that

are ailing from poor service centre coverage and has to bear huge

losses due to lost sales. The company has set up a committee of

directors to negotiate with the 375-odd vendors on a regular

basis in order to reduce costs and improve productivity, both

within and outside the company. The latest Leadership Fact

campaign launched by the Maruti as part of promotion strategy

(copies attached at the end of report) is also laying a lot of

stress upon the service dependability of Maruti supply chain and

its service 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

ASSAM

BHUTAN

BIHAR

CHANDIGARH

CHATTISGARH

DADRA & NAGAR HAVELI

DELHI

GOA

GUJRAT

HARYANA

HIMACHAL PRADESH

JAMMU & KASHMIR

JHARKHAND

KARNATAKA

KERALA

MADHYA PRADESH

MAHARASHTRA

MIZORAM

MEGHALAYA

NAGALAND

ORISSA PUNJAB

RAJASTHAN

TAMIL NADU

UTTAR PRADESH

o NOIDA

CITY MOTORS

C-2 SECTOR 63

AUTO POINT

C-107 SECTOR-2

NODIA CAR SCAN

A-58 SECTOR -16


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Better Service Quality

Your Maruti is an automotive marvel and the pride of millions of

owners. Every component is specially designed to deliver

unmatched Performance, safety & Comfort. Be it Maruti

Genuine Parts or any part. But no part, no matter how

stringently engineered, is designed to last forever. So should the

need for replacement ever arise, beware of spurious spares.

These cheap imitations lead to expensive consequences, both to

previous lives and machine. Frequently burden your pocket with

sleep fuel and maintenance bills. Reduce your prized possession

to a piece of junk. You bought stallion. Why get saddled with a

mule?

You are guaranteed outstanding performance with Maruti

Genuine Parts. Performance that comes from genuine parts,

made to the standards of the originals fitted in every new

Maruti. These are authenticated by Suzuki Motor Corporation &

Maruti Udyog Ltd. Moreover, MPFI vehicles which give you

better performance require even better care, especially in terms

of usage of Maruti Genuine Parts.

There are two type of service process

1. Directly

2. External


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Format INSTANT FEEDBACK CARD PROCESS


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Format -2

MARUTI SERVICE QUALITY STANDARD CARD


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MARUTI SERVICE QUALITY STANDARD

Maruti

Honda

Genral Motor

Fort


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Format-3

CUSTOMER SATISFACTION CARD PROCESS

Thank You for getting your car servicedat out workshop. We would lie to knowhow 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.

Please put a tick mark( ) in the appropriate box.

Excellent Good Average Unacceptable

1. Delivery of vehicle on time.

2. Availability of spare part for the service.

3. How much time is taken to repair the vehicle by our.

4. Behaviors of staff during servicing of vehicle.

5. Ability of staff to understand problem with vehicle.

6. Work done at delivery and details of expenses.

7. Getup of vehicle and its clearness

8. Mode of payment.

9. All the necessary repairs done.

10.What kind of feedback is asked form u after service.

11.Facility of service and maintenance.

12.After service whether the information has beencollected form you.


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13.What did they informed you after service.

14.Rule of service change.

15.Please described the whole mode of the service

center work.

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

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%.

0

20

40

60

80

100

120

Maruti GeneralMotor

Honda Ford Tata


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SURVEY

One of the most common and widely used primary data

collection methods is survey. With use of survey, we can gather a

wide range of valuable information on overt behavior of the

consumer, viz, attitudes motive, and opinions. The earlier two

methods (observation and experiment) are not capable to yield

such information. The primary data, using any of these three

above mentioned method can be collected from any population

comprised any type of respondent group like customers,middlemen, competitors, salesmen, company employees, etc.

Surveys are best suited for descriptive research.

Companies undertake survey to learn about the peoples

knowledge, belief, preferences, and satisfaction and to measure

there magnitudes in the general population.


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Survey findings

Number of

respondent

Income

group

(p.a.)

Retained

customers

(%)

Shifted

customer (%)

6 3-5 Lakhs 100 0

7 5-7 Lakh 57.14 42.86

9 More

than 7

lakh

12.5 87.5

The above table is a part of the study conducted for Maruti

Suzuki In Ranchi. It shows that Maruti is able to retain itscustomers which have a low income group. But couldntable to retain the higher income group.


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No. of respondents in the income group of 3-5 lakh was 6

and the company is able to retain all the 6 customers.

No. of respondents in the income group of 5-7 lakh was 7

and the company is able to retain 4 of them.

100

0

Retention in the income group of 3-5 lakhs

Retained Customers

Shifted Customers

57.14

42.86

Retention In The Income Group of 5-7 lakhs

Retained Customers

Shifted Customers


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No. of respondents in the income group of 7 lakh and

above was 9 and the company is able to retain only 1 of

them.

Fig: Graph showing no. of retained and shifted customers for Maruti in

different income groups

12.5

87.5

Retention In The Income Group above 7 lakhs

Retained Customers

Shifted Customers

0

20

40

60

80

100

120

3-5 lakhs 5-7 lakhs more than 7 lakhs

Retained Customers

Shifted Customers


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MARUTI SWOT ANALYSIS

STRENGTH

Early mover Advantage

Established supply chains and dealer networks.

Strong brand names

Good reputation among customers

Cost advantages from Economies of scale.

Muscle power in government policies.

Wider service network.

Better service quality.

WEAKNESS

Lack of in house R&D spending.

Reactive in launching new models

Cost advantage in Maruti 800 segment going down.

No presence in diesel engine segment which is gives post

purchase fuel economy.

Disinvestment policy ambiguity is playing on future

strategies.


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THREAT

Shifts in consumer tastes away from the firm's products.

Emergence of substitute new models by competitors.

Disinvestment process getting slower and decreasing efficiency.

Maruti 800 sales going down which is star performer of company

till now.

Government decreasing custom duties on second hand and

imported cars.

Tata Indica and Hyundai getting hold in medium size segment.

OPPORTUNITY

Newcar can be launched.

Battery Carswith low price.

Disinvestment and Suzuki gaining full control.

Diesel variants of new cars.

Huge installed capacity can be used for exports from India.

Rural customers can be graduated from scooter to entry

level Maruti 800.

Rising middle class income.

Financing options

Second hand car sales market

Auto parts market


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SCM STRATEGIES

SCM strategies:

It encompasses all processes from `Mother earth to point of

sale'. Seamless flow of material and information is the key for

supply chain. This helps in reducing inventory which in turn

leads to low costs and increases flexibility, improving price-value

offerings. This resulted in reducing the indigenous inventory

level at MUL to 2.9 days in1998-99 from nine days in 1995-

96.

Material handling and storage:

This is being effectively managed by using recyclable packaging

with plastic bins and metal trolleys. This has done away the job

of unpacking the supplies at the factory unit. It also aidsdecentralized unloading near the assembly line and uses gravity

conveyors using no electric power or manpower.

Extended enterprise:

MUL developed a long-term relationship with the vendors by

looking at them as extended enterprises. It trusted its vendors to

the extent of asking them to do self-inspection of parts supplied

by them and by not going in for a second quality check at the

factory point. This has resulted in minimizing duplication of

work and thus avoiding performance of non-value adding

activities.


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Vendor selection:

Much attention has been paid by MUL in the selection of its

vendors as most of them have been identified as OEMs avoiding

Tier-I category. This has led to an effective percolation of all SCM

practices across the organisation.

Modularization:

This has been the key area of focus for MUL. It encouragedproximity warehousing by locating most vendors near by thefactory unit at Gurgaon. Modularization of vendors has helpedMUL in addressing the specific problems of a particular set ofvendors.

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 ina 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.


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Delight customers:

By providing better price-value offering. This can be achieved by

re-engineering and re-configuring processes that reduce costs. At

Maruti, this has been successfully achieved by adhering to

kaizen principles diligently.

E-solution:

The maker of the little car that marked the beginning of a new

revolution in the auto sector, this homegrown system wasextended 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 endorsedby 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 Altoand 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

1.The educational & awareness level of the respondents with

respect to the questionnaires is low. Hence they respond

one question in affirmative, but same interrelated question

has been responded in negative.

2.The sampleplan is too small to give the research a wide

coverage with reference to their opinion.

3. Sampleplan is Noida specific. Hence it may show

imbalances of urban elite perceptions.

4.The respondent include those people who has car (but not

a specifically a luxury car) and hence, their opinion could

be based with the lower income group.

5.The respondents are not interested to reveal their income

level. Causing a hurdle in finding out the price as a buying

decision.


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FINDING & INTERPRETATION

1. When I surveyed the consumer, then I found that people

below 1,00,000 income group is preferred 32.50%

Maruti800, 3.84% Omni and 02.66% Maruti Zen. Esteem

is not preferred by the below income group.

2. 1,00,000-3,00,000 income group preferred 25.84% MZen,

40.52% WagonR and 11.52% Alto. in the above 300000

income group preferred 3.84%baleno, 50.84% Swift,

11.52% WagonR and 7.68% MZen.

3. Newspaper are most affective advertisement mode. The

baleno got 26.88%, city 15.36%, safari 11.52% and Siena

3.84%. In the TV section, only city got 7.68%. in the

magazine effectiveness the baleno got 3.84%, city in nil,

safari 15.36% and siena 11.52%. only safari got the 3.84 of

the survey report mode of advertisement.

4. In the rate of effectiveness of different sale promotional

activities, in the warranty section, baleno has 11.52%, city

3.84%, safari 7.68% and 3.84%. in price scheme section,

5. 68% baleno, 3.84%, city, 3.84%safari and 11.52% Siena. In

guarantee section11.52 % baleno, 7.68% city, 15.36 %

safari and 3.84% Siena. In discount scheme section safari

and city got the response. The percentage is 3.84% city,

3.84% safari.

6. The most satisfying after sale services is Maruti baleno ,

after this safari than the city and Siena

7. In the suggestion of other section, I found out that the

Maruti baleno take the lead to his competitors.

8. On the basis of these finding we concluded that the baleno

got the first ranking among its competitors. The reasons

behind that the baleno is the Marutis product, after sales


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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

After analyzing the questionnaire and studying the facts

available in the magazines. I can conclude that there is no

controversy to tell that Maruti Udyog Ltd is still the undisputed

king in cars market to have a market share of 55%. But the

times are now coming, consumers perceptions are also changing

at a great pace.

In the market share of 56% of Maruti, there is a great

contribution of Suzuki, when Maruti have no strong competitor.

But trends have changed now.

After coming of Honda and Tata, people have a good choice

due to changing needs and demands of general people. They

bring new concept in cars regularly. It provides good quality in

various aspects.

Age Factor: As being the oldest company Maruti have 56%

market share in cars, but if we consider the age factor we find

that other companies improved their position in four wheeler

market.

Class : Maruti have a good market share in lower income group.

Because, the people of this income group have no choice

Maruti800, Maruti Zen, and Alto are the popular brand in this

segment. Because the four wheeler is a success while the higher

income group is considers four wheeler is a necessary thing to

these people but it also maintain their nature.

The highest income groups 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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After sales service:

We all know that the productive and endorsements of the

four wheeler is quite high, so it is difficult to maintain their

quality of after sale services thus it becomes much more

important for the company to have a step head of its competitor

by providing better after sales services. This can help the

company to increase it sales and also to make a customers

brand loyalty.

In four wheeler market after sales services works as aadvertising tool.


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BIBLIOGRAPHY

In order to prepare my research project report, I have gone

through these books & magazines:

Philip Kotler : Marketing Management

Ramanuj Mazoomdar : Product Management in India

A & M

News Papers

Business Today.

www.marutiindia.com

www.marutisuzuki.com

www.autocarindia.com

www.marutiudyog.com
http://www.marutisuzuki.com/http://www.marutisuzuki.com/http://www.marutisuzuki.com/


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APPENDICES

QUESTIONAIRE

NAME:-..

ADDRESS:-.

CONTECT NO.

Q - 1:- Do you have a four wheeler?

(A) YES [ ]

(B) NO [ ]

Q2:- If yes, which company do you have?

(A) Maruti [ ]

(B) Tata [ ]

(C) Hyundai [ ]

[D] Honda [ ]

Q3:- Specify the print media which influenced you most in

buying it?

(A) NEWSPAPER [ ]

(B) TV ADS & MOVIES [ ]

(C) OTHERS [ ]

Q4:- Which features of four wheeler affected your buying

decision?

(A) LOOKS/STYLE [ ]

(B) MAINTENANCE/MILAGE [ ]

(C) PICKUP/POWER [ ]

(D) RE-SALE VALUE [ ](E) PRICE [ ]


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(F) AFTER SALES SERVICE [ ]

Q5:- To which income group you belong?

(A) BELOW Rs. 1, 00,000 [ ]

(B) Rs. 1,00,000- 3,00,000 [ ]

(C) Rs. 3,00,000- 700,000 [ ]

(E) Rs. 700,000 - ABOVE [ ]

Q6:- Are you satisfied with the price of your four wheeler?

(A) YES [ ]

(B) NO [ ]

Q7:- Are you satisfied with its performance?

(A) FULLY SATISFIED [ ]

(B) PARTIALLY SATISFIED [ ]

(C) UNSATISFIED [ ]

Q8:- Are you satisfied with its after sales services?

(A) YES [ ]

(B) NO [ ]

Q9:- How will your rank your car features? Please use the

following rating scale.

(A) MILAGE [ ]

(B)POWER/PICKUP [ ]

(C)PERFORMANCE [ ]

(D)LOOKS/STYLE [ ]

(E) MONEY VALUE [ ]

(F) GOOD WILL [ ]


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Q -10:- What major problems (Demerits) do you face with your

car?

(A) LOOKS/STYLE [ ]

(B) HEADLIGHTS [ ]

(C) HORN [ ]

(D) SEAT [ ]

(E) BREAKING [ ]

(F) SUSPENSION [ ]

Q11:- Will you advice other to buy a particular brand of four

wheeler?

(A) YES [ ]

(B) NO [ ]

Q12:- Are you willing to buy another brand four wheeler?

(A) YES [ ]

(B) NO [ ]

Q13:-Are you satisfied with its services quality?

(A) YES [ ]

(B) NO [ ]

rpr corrected n revised

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