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PROJECT REPORT ON
Customer Satisfaction towards Maruti Swift BY RANJEET SINGH Reg. No.09/100
Submitted in the partial fulfillment of the requirement For the award of
POST GRADUATE DIPLOMA IN MANAGEMENT INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENTSCHOOL OF BUSINESS EXCELLENCE
(Upperpalli, ‘X’ Roads, Rajendra nagar, Hyderguda post office, Hyderabad-500048) 2009-2011
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ACKNOWLEDGEMENT
I would like to thank “Saboo R.K.S Motors Pvt. Ltd. Hyderabad” for giving me the opportunity to do the project with them. Thanks to Mr. Suhail Kachavaha D.G.M. and Ms. Reethu Koyal, Manager-customer care of Saboo group my project guide who was a very helpful & informative person to work under. For his continuous supervision and direction, I am very grateful for him. I thank to Ms. Sai Prasanna, Faculty – institute of Computer & Business ManagementSchool of Business Excellence (ICBM-SBE) who is guide me for making this project, and not only has this project helped me in learning about Management Services but also enlightened me on the overall aspects of Marketing. I also wish to express my sincere thanks to Mrs. Ritu Zarar (chair Person) Prof. Mr. S. Zarar (Principal) & Prof. Jitendra Govindani (Director) of Institute of Computer & Business Management-School of Business Excellence (ICBM-SBE) for giving me the opportunity to leading this work in the company. This has given me the insight of how the various theoretical concepts are applied in an organization. I got the opportunity to do a challenging project in the “Maruti Udyog Limited”. The project is the important part of my study and gives me a real practical exposure to the corporate world.
Date Place - Hyderabad
Ranjeet Singh 09/100
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DECLARATION
I hereby declare that the project report entitled “Customer satisfaction Towards Maruti Swift” is a work undertaken by me for “Maruti Suzuki India Limited” during the academic year 2009-2011 and submitted to the Institute of Computer and Business management partial fulfillment of Post Graduate Diploma in Management (PGDM) taking Marketing as my specialization. It is also an Original and bonafied work undertaken by me in partial fulfillment of the Requirement of Post Graduate Diploma in Management, AICTE
The result embodied in this dissertation has not been submitted to any other University or Institute for any award of degree or diploma, and this is a result of my own effort and that has not been copied from any one.
Place………………
Ranjeet Singh
Date:- Hyderabad
(09/100)
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INDEX
CONTENTS EXECUTIVE SUMMARY INTRODUCTION OF MARUTI SUZUKI HISTORY OF AUTOMOBILES MILESTONE AND AWARDS COMPANY PROFILE PRODUCT PROFIFE DEALER’S PROFILE OBJECTIVES OF THE STUDY DESIGN OF THE STUDY PROJECT ANALYSIS FINDINGS SUGGESTIONS CONCLUSION BIBLIOGRAPHY ANNEXURE
EXECUTIVE SUMMARY
PAGE No.
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Maruti Suzuki is market leader in multi utility vehicles in the India from 2003. The total sales numbers in 2009-10 market a growth of 29 per cent over last financial year. Maruti Suzuki's total sale in 2009-10 was 792,167units. During March 2010, Maruti Suzuki sold total of 95,123 units, growing 11 percent over March 2009 (85,669 units). The March 2010 numbers include domestic sales of 79,530 units and the highest ever monthly exports of 15,593 units. The previous highest monthly exports were in August
2009
at
14,847
units.
Maruti Suzuki is now expanding its production capacity to reach 12, 50,000 units (1.25 million) by 2012. In March 2010, the company announced an investment of Rs 1,700 Crore for expansion of the production facilities by 2.5 lakh units at its Manesar plant. The main objective of the study is to know the “Customer satisfaction toward the Maruti Swift” a heart car launched by Maruti Suzuki. The survey involved gathering wide information about the company, its product, customer satisfaction toward Swift and impact of various competitive firms on the company. From the information collected, various aspects were identified by the company, where there is a needs to focus more to improve the efficiency of the marketing team of Maruti Suzuki automotives. The research was conducted through collection of the primary and secondary data. Secondary data was collected through visiting various web sites, automobile magazines and other reliable sources. Primary data was collected through a well framed questionnaire, from which a detailed analysis was done using various statistical I.T. tools. On the basis of the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn for the questions and on the basis of those interpretations conclusion and suggestions were drawn. Hyundai Getz is the major competitor of the Maruti Swift. Because 22% to 26% customers have changed their decision from GETZ to SWIF. 22 to 26% customers wanted to buy Getz but after launching the Swift they changed their decision.
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Customers are highly satisfied with the Swift Diesel model .The customers are ready to pay their money on the Swift for better satisfaction .Now the present time the swift is going on the advance booking before 5 to 6 months. Maruti Suzuki automotive has to increase its market share in the A2 segment car and in the defense purpose and also in MPVs. In the survey we found that customers are not happy with the Swift back glass because they are unable to clear visibility in the back side when they have to need of back gear due to the very small size of back glass. Customer is emotionally attachment with the swift due to their safety features of the swift. And mileage of swift is also major part of customer’s satisfaction. The customers believe that the Swift is not costly according to their features. Customers are in very enthusiastic mood to see the new change in the Swift.
INTRODUCTION Maruti Suzuki India Limited is a publicly listed automaker in INDIA. It is a leading fourwheeler automaker manufacturer in south a Asia. Suzuki Motor Corporation of Japan holds a majority stake in the company. It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India.
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It is the market leader in India and on 17 September 2007, Maruti Udyog was renamed Maruti Suzuki India Limited. The company headquarter is in Gurgoan, Haryana. 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. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the SUZUKI Alto kei car, which at the time was the only modern car available in India, it’s only competitors- the Hindustan Ambassador and premier Padmini were both around 25 years out of date at that point Through 2004, Maruti has produced over 5 Million vehicles. Maruti are sold in India and various several other countries, depending upon export orders. Models similar to Maruti (but not manufactured by Maruti Udyog) 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 large domestic 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. More than a million units of this car have been sold worldwide so far. 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 was born as a government company, with Suzuki as a minor partner to make a people's car for middle class India. Over the years, the product range has widened, ownership has changed hands and the customer has evolved.
MISSION-To provides maximum value for money to their customers through continuous improvement of products and services.
VISION - Creating customer delight and shareholders wealth. HISTORY OF AUTOMOBILES
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In 1953, the government of India and the Indian private sector initiated manufacturing processes to help develop the automobile industry, which had emerged by the 1940s in a nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry continued to grow at a slow pace due to the many government restrictions. A number of Indian manufactures appeared between 1970-1980. Japanese manufacturers entered the Indian market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies. Timeline of Indian automobile industry: · 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves Company, Mumbai · 1901 First Indian to own a car in India - Jamshedji Tata · 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata · 1905 Fiat Motors · 1911 First Taxi in India · 1924 Formation of traffic police · 1928 Chevrolet Motors · 1942 Hindustan Motors · 1944 Premier Auto Limited · 1945 Tata Motors · 1947 Mahindra Motors · 1948 Ashok Motors · 1948 Standard Motors · 1974 Sipani Motors · 1981 Maruti Udyog · 1994 Rover Motors · 1994 Mercedes Benz · 1994 Opel · 1995 Ford Motors
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· 1995 Honda SIEL · 1995 Reva Electric Car Company · 1995 Daewoo Motors · 1996 Hyundai Motors · 1997 Toyota Kirloskar Motors · 1997 Fiat Motors (Re-Entry) · 1998 San Motors · 1998 Mitsubishi Motors · 2001 Skoda Auto · 2003 Chevrolet Motors (Re-Entry) Following the economic reforms of 1991, the automobile section underwent deli censing and opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and purchasing power led to growth in the Indian automobile industry, which grew at a rate of 17% on an average since the economic reforms of 1991. The industry provided employment to a total of 13.1 million people as of 2006- 07, which includes direct and indirect employment. The export sector grew at a rate of 30% per year during early 21st century. However, the overall contribution of automobile industry in India to the world remains low as of 2007. Increased presence of multiple automobile manufacturers has led to market competitiveness and availability of options at competitive costs. India was one of the largest manufacturers of tractors in the world in 2005-06, when it produced 2,93,000/- units. India is also largely self-sufficient in tyres production, which it also exports to over 60 other countries. India produced 72 million tyres
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in 2010. Fig. showing the
2010
the market share of automotive company of India.
OVERVIEW India’s car market has emerged as one of the fastest growing in the world. The number of cars sold domestically is projected to double by 2010, and domestic production is skyrocketing as foreign makers are setting up their own production plants in India. The government’s 10-year plan aims to create a $145 billion auto industry by 2016. According to McKinsey, the auto sector’s drive to lower costs will push outsourcing. The auto sector could be worth $375 billion by 2015, up from $65 billion in 2002. McKinsey thinks India could capture $25 billion of this amount. Out of 400 Indian suppliers, 80 percent have the ISO 9000 certificate—the international standard for quality management. The production of automobiles in India is largely aimed at local consumers. Several Indian Manufacturers also export a diverse variety of auto components. Tiku (2008) predicts a sale of 4.2 million four wheeler automobiles in India by 2015. Indian passenger vehicle exports are also expected to rise from 170,000 in 2006 to 500,000 in 2010. Indian automobile companies.
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MARUTI SUZUKI SALES IN 2009-2010 (MILSTONE)
Car market leader Maruti Suzuki India Limited sold a total of 10, 18,365 vehicles in 2009-10. This is the first time in Indian automobile history that a car company has sold over a million units in a financial year. This included 8, 70,790 units sold in the domestic market, the highest ever by the company in a fiscal. The export sales of 1, 47,575 units in the year were the highest ever annual exports by the company. The total sales numbers in 2009-10 mark a growth of 29 per cent over last financial year. Maruti Suzuki's total sale in 2008-09 was 792,167units. The domestic sales in the fiscal, in A2 segment grew by 23.8 per cent while in the A3 segment the sales growth was 30.8 per cent, as compared to 2008-09 The export numbers in the year were led by A-star. This fuel efficient compact car clocked over 1.27 lakh export sales in the fiscal. A-star was exported across Europe including United Kingdom, France, Germany, Italy, Netherlands etc. The major non-European export markets are Algeria, Chile, Indonesia and neighboring countries. South Africa, Hong Kong, Australia and Norway were new markets where Maruti Suzuki cars were exported during the year.
March 2010 Sales During March 2010, Maruti Suzuki sold total of 95,123 units, growing 11 percent over March 2009 (85,669 units). The March 2010 numbers include domestic sales of 79,530 units and the highest ever monthly exports of 15,593 units. The previous highest monthly exports were in August 2009 at 14,847 units. The sales numbers for March 2010 and the fiscal 2009-10 are as under:
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In March
Segment Models
Till March
2010
2009
% Change 2009-10
2008-09
% Change
A1
M800
2762
2430
13.7%
33028
49383
-33.1%
C
Omni, Versa, Eeco*
10875
6021
80.6%
101325
77948
30.0%
55415
-1.2%
633190
511396
23.8%
Alto, Wagon-R, EstiA2
lo,
Swift,
A-Star, 54763
SX4, DZire
10453
8595
21.6%
99315
75928
30.8%
Total Passenger Cars
78853
72461
8.8%
866858
714655
21.3%
1394
-51.4%
3932
7489
-47.5%
Ritz* A3 MUV
Gypsy, Grand Vitara 677
Domestic
79530
73855
7.7%
870790
722144
20.6%
Export
15593
11814
32.0%
147575
70023
110.8%
Total Sales
95123
85669
11.0%
1018365
792167
28.6%
*Ritz launched in May 2009, Grand Vitara launched July 2009 and Eeco launched in January 2010 On March 23, 2010, Maruti Suzuki rolled out the one millionth car of the year 2009-10. This feat takes the company into a very select group of global automakers with such volumes. Maruti Suzuki is now expanding its production capacity to reach 12, 50,000 units (1.25 million) by 2012. In March 2010, the company announced an investment of Rs 1,700 Crore for expansion of the production facilities by 2.5 lakh units at its Manesar plant. A spate of new launches and product refreshments during 2009-10 helped the company to clock sterling performance in the fiscal. These included Maruti Suzuki Ritz (May 2009), all-new Grand Vitara (July'09), new Estilo with K-series engine (Aug'09), new SX4 with VVT engine and SX4 with automatic transmission (Oct'09) and Eeco (January 2010).
MARUTI SUZUKI SALES IN MAY 2010 The sales figures for May 2010 are given below:
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In May Segment Models
Till May %
April'09 March'10
2010
2009
2558
2336
9.5%
4816
4681
2.9%
33028
12953
7619
70.0%
23607
15343
53.9%
101325
53760
16.6%
119095 100577
18.4%
633190
10883
6782
60.5%
20877
50.8%
99315
89073
70497
26.4%
168395 134449
25.2%
866858
968
288
236.1%
1680
40.8%
3932
Domestic
90041
70785
27.2%
170075 135642
25.4%
870790
Export
12134
9087
33.5%
25158
57.5%
147575
Total Sales
102175 79872
27.9%
195233 151620
28.8%
1018365
A1
M800 Omni,
C
versa,
Eeco*
Change
2010-11 2009-10
% Change
Alto, Wagon-R, A2
Estilo,
Swift, 62679
Ritz*, A-Star A3
SX4, D'zire
Total Passenger Cars MUV
Gypsy, Vitara*
Grand
AWARDS Indian award No. 1 in Initial Quality Study - JD Power Total Customer Satisfaction - TNS Study Car of the Year - BS Motoring
13848
1193
15978
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Car of the Year - CNBC Autocar Best Value for Money Car - CNBC Autocar Best Design and Styling - CNBC Autocar Viewer's Choice - CNBC Autocar Small Car of the Year - NDTV Profit Design Car of the Year - BBC Top Gear Car of the Year – Overdrive Number one premium compact car in - JD POWER INDIA APEAL STUDY 2007 International Awards Japan: •
RJC Car of the Year - Automotive Researchers' & Journalists' Conference
•
2005-2006 Car of the Year Japan "Most Fun" - COTY
•
Goof Design Award - Japan Industrial Design Promotion Organization
•
Car view of the Year 2005-2006 - Car view
Iceland: •
Car of the Year 2006 - BIBD the Association of Automotive Journalists
Ireland: •
Samper it Irish Car of the Year 2006 - Irish Motoring Writers Association
New Zealand: •
Fairfax AMI Small Car of the Year - AUTOCAR
•
National Business Review Small Car of the Year - The National Business Review
Australia: •
2005 Cars guide Car of the Year - Cars guide
United Kingdom: •
2005 Car of the Year - CAR (Automobile Magazine)
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Malaysia: •
NST MasterCard Car of the Year 2005 "Small Car" - New Strait Times
China: •
2005 CTV COTY "Economical Car" - CCTV
•
Motor Show COTY "Hatchback" - 2005 Shanghai International Motor Show
•
Most Popular Hatchback Car - 4th Changchun Motor Show
•
2005 Shenzhen Market Car Ranking "Best Design" - Shenzhen Daily
•
2005 Chengdu Market Car Ranking "Best Design" - Chengdu Economic Daily
COMPANY PROFILE Maruti Suzuki India limited, a subsidiary of SMC, Japan, is the leader in passenger cars and multipurpose vehicle (MPVs) in India, accounting for almost 55% of the total industry sales. The company formerly known as Maruti Udyog limited was incorporated as a joint venture (JV) between government of India and SMC, Japan on 24th February, 1981.The first car was rolled out from its Gurgaon facility on 14 Dec 1983.Since then; it has sustained its leadership position in the Indian car market. We, at Maruti Suzuki, celebrated 26 years of car manufacturing in India 2009-10. Having achieved manufacturing excellence in India, we are now in the process of enhancing our R&D capabilities to design and develop cars. In 2009-10, the company sold 722,144 cars in the domestic market and exported 70,023 cars .Cumulatively, it has produced and sold over seven million cars .The total income of the company for 2009-10 stood at Rs. 214,538 million (USD4.46 billion@ 1USD=Rs.48). We now aim at selling 750,000 units in the domestic market and exporting 130,000 units in 2009-10.
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Maruti Suzuki has a strong balance sheet with Reserves and Surplus of Rs.92, 004 million & debt equity ratio of 0.07 as on 31st March, 2010. DOMESTIC SALES AND SERVICE NETWORK TOTAL SERVICE NETWORK--------------2767 TOTAL SALES NETWORK-------------681 REGIONAL OFFICES--------------------16 AREA OFFICES----------------------09 ZONAL OFFICES------------------04 DELHI CORPORATE OFFICE The company has the largest sales and service network amongst car manufacture in India .It had 681 sales outlets in 454 cities as on 31 st March, 2009. The car park of the company is in excess of seven million vehicles and to service this car park ,the company has 2,767 service workshops in 1,314 cities .The service network of Maruti Suzuki includes Dealer workshop, Maruti Authorized services stations (MASs),Maruti service masters (MSM)and Maruti service Zones (MSZ). Besides selling and servicing vehicles, the company provides its customers with “one stop-shop” experience such as automobile Finance, Automobile insurance, Maruti Genuine Parts and Accessories, Extended warranty and Maruti Certified pre-owned car outlets in 181 cities as on 31st March, 2009. EXPORTS Maruti Suzuki exported the first lot of 500 car to Hungary in September, 1987.Presently, we are exporting to over 100 markets in Europe, Asia, Latin America, Africa and Oceania.In2008-09, the company launched a new model A-Star that meets stringent European safety and emission regulation. The company has exported over 500,000 cars so far. PORT FACILITIES FOR EXPORT
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In 2009-10, in association with Mundra Port SEZ Limited, the company had set up the company had set up the state-of -the art facilities at Mundra Port ,Gujarat for Export terminal offers a “Roll On, Roll Off”(RORO) berth ,which speeds up the loading process and minimizes the chance of damage to cars. The company also has a Pre-Delivery Inspection (PDI) Centre at Mundra. In a first of its kind initiative, the company, in partnership with Indian Railways, has developed double Decker rail wagons for transporting export cars Mundra. MARUTI AND CRM:-
Maruti created a land-mark in CRM by launching a website for
the customers in the year 1998. Maruti Auto Card-- Auto Card brings the customer all the advantages of an international credit card in addition to bringing the customer an opportunity.
SWOT ANALYSIS OF MARUTI SUZUKI STRENGHS • Bigger name in the market • Trust of People • Maruti Udyog Ltd. is the market leader for more than two decade.
• Has a great dealership chain in the market. • Better after sales service • Low maintenance cost of vehicle WEAKNESSES •
Exports are not that good.
•
Lesser diesel models in the market compare to others
•
Global image is not that big
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OPPORTUNITIES •
Great opportunities to go global with success of Swift and SX4All over
•
Introduction of more diesel models. The diesel car segment is growing.
•
Opportunity to grow bigger by entering into bigger car markets
•
Already a market leader so great opportunity to be the king of market in every stage of industry
THREATS
•
Foreign companies entering market; so a bigger threat from MNCs.
•
To the market share, as many big names are coming in the industry
•
There is hardly any diesel models
•
Rs. 1 lakh – Rs. 1.5 lakh car
COMPANY PRODUCT The company offers a portfolio of 13 brands, ranging from the people’s car Maruti 800 to the stylish hatch – back, Swift, SX4 sedan and luxury sport utility vehicle (SUV), Grand Vitara. More than half the cars sold in India wear a Maruti Suzuki badge. As per the classification by the society of Indian Automobile manufacturers (SIAM), Maruti Suzuki models are categorized under the following heads: A1 Segment (up to 3400 mm)
: Maruti 800
A2 Segment (3400 mm to 4000 mm): Alto, Estilo, WagonR, A-star, Ritz, Swift A3 Segment (4000mm to 4500 mm): Dzire & SX4 Multy utility Vehicle (MUA) Segment: Gypsy & Grand Vitara
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Multi Purpose vehicle (MPV) Segment: Omni & Versa (1)Maruti 800 -change your life: - Maruti 800 has gone beyond just being a car
; It has transformed the lives of countless people, by bringing the joy of motoring to million across the length and breadth of the country. (2)Alto-Let’s go:- Alto is a great combination of economy, practicality & styling, It
exemplifies the benchmark in build ,quality & reliability in a compact car. These a attributes make it the largest selling car in Indian automobile market .This is testified by the 24 hr endurance record set by covering 3,082 kms in 24 hrs at an average speed of 128 kmph. (3)Dzire-The heart car: - A car that has everything you ever desired; striking looks, l
luxurious interiors & enough power to capture your heart just slide in the DZire & take it for a spin, it’s sure to steal many a heart, beginning with yours. (4) SX4- Men are back:- Revolutionary European design ,world class “drive by wire”
technology, most spacious in its class, steering mounted audio
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controls, maximum ground clearance in its class ,high on safety with dual airbags, Anti-lock Brake system (ABS) & Electronic rack force Distribution (EBD) feature. (5) GRAND VITARA*-2.4-Reloaded:- Distinctively styled, the third generation Grand Vitara
takes
three decades of Suzuki SUV heritage to the next level. The
Vitara model first hit the road in Japan in 1988 as a 3-door part –time four wheel drive (4WD). In its second avatar, the Vitara came armed with a stylish design, superior engineering and a new name, the Grand Vitara. Launched in India on 1st July, 2009 (6) VERSA –The joy of travelling together:- Experience the joy of travelling together. Equipped
with
twin –ACs, large sliding doors and flexible seating, the Versa
encourages family and friend to enjoy long drives and getaways together. In spite of being so spacious, its design allows for easy maneuverability in the city. (7) SWIFT –You are the fuel: A new kind of computer car ,one that’s based on a fresh approach
to design
and development, Swift delivers the kind of driver and
passenger experience that places it in a class of its own and has true worldwide appeal.
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(8) OMNI –Ab Kamyabi se hai sirf Omni bhar ka faasla Omni is truly India’s original MPA .Today it as available in five variants-5 seater, 8 seater,
Cargo,
Ambulance & liquefied petroleum Gas (LPG).It meets diverse
needs across different user segments & can double up both as a people carrier and a goods carrier .it is easy on the pocket, yet tough on the job. (9) WAGONR-For the smarter race:- Drive with complete peace of mind .The world class
safety
features of the WagonR keeps you safe and secure, always.
Wearing new vibrant colors, the new WagonR is full of freshness and energy to keep you charged up and always ready to go. (10) GYPSY KING –There is a Gypsy in everyone:- With superb maneuverability,
maneuverability,
smooth handling and raw energy packed in to a
sleek yet rugged frame, the Gypsy King is the real adventure MUV ,whether ploughing through the dirk tracks, climbing formidable terrain or making way through the city traffic .Maruti Suzuki is proud to support the operations of our country’s defense services with the tailor made Gypsy King .Gypsy has proved its mettle during defense operation in the Himalayas and Thar desert.
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(11)ESTILO*-Take a fresh view of life:- The all new ESTILO is a new landmark in terms of
design
and technology, with its all new aerodynamic design , Estilo sets
the benchmark and makes each drive a fresh new experience .Complementing its stylish looks are new ,classy and elegant interiors that redefine comfort .What’s more ,the all new Estilo with its advance K-series engine gives you incredible power each time you turn on the ignition.*Launched in August,2009
(12) A-STAR- Stop @ Nothing:- Designed to perfection ,driven only to succeed ,A-Star has taken over the world. Made in India to meet European standards, the car symbolizes the
beginning
of a revolution with its unique aerodynamic stylish
,Powered by the latest state –of-art ,light weight K-series petrol engine, it has the best in class pick-up and segment beating mileage of 19.59 kmpl. It is expected to many European and NonEuropean countries under the brand name of Suzuki alto and Suzuki Celerio respectively. As tested by Automotive Research Association of India (ARAI),Pune ,India’s premier automotive research agency.
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(13) RITZ*-live the moment:- The Ritz combines modern European design, the sportiness of the
swift,
the latest in engine technology and Suzuki’s globally
acclaimed expertise in compact cars, Ritz is an exceptional blend of modern design & practicality .The interior of the car are smartly styled providing a very comfortable space to all the people in the cabin .The K12M petrol engine and 1.3 liter DDiS diesel engine powering the Ritz are supremely refined & silent with best in class fuel efficiency.*launched on 15th May,2009. Product Line Products A1------- 800 A2------- Alto, Zen, WagonR, Swift, A-star A3------- D ZiRE, Sx4 SUV---- Vitara, Gypsy C - ----Class Omani, Versa
PRODUCT PROFILE
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The all-new Maruti Suzuki Swift is fully loaded with a range of exciting new features. It's a perfect complement to your evolved tastes and lifestyle. And the best way to take your driving pleasure to a brand-new high European Styling. Japanese Engineering Dream-Like Handling. The new Swift is a generation different from Suzuki design. Styled with a clear sense of muscularity, its one-and-a-half box, aggressive form makes for a look of stability, a sense that it is packed with energy and ready to deliver a dynamic drive. Its solid look is complemented by an equally rooted road presence and class defining ride quality. New chassis systems allow for the front suspension lower arms, steering, and gearbox and rear engine mounting to be attached to a suspension frame. You get lower road noise and a greater feeling of stability as you sail over our roads with feather-touch ease. Reviews of swift Car India The Swift has more than its fair share of silicon livery under its hood…This intricate network of processors controls everything on the Swift. Auto India The Swift is really peppy in city traffic/conditions… The torque comes into action in truly linear motion. Car India Average mileage of 15.6 kmpl. Auto India Unlike other hatchbacks on the road, this one also boasts an Automatic Climate Control System… You just set the specific temperature you want, and leave the rest to the system. Car India The suspension is tuned to be taut and sporty. This means that handling and feedback…are brilliant.
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Car India The Swift leads the charge in the occupant safety stakes by being the first hatchback in the country to have front air bags in its specification sheet.
PRODUCT FEATURES:SUZUKI SURROUND PROTECTION (SSP) THINGS TO REMEMBER WHEN SHE ASKS FOR PROTECTION
What? You worry? We wouldn’t want that. So we got an over-protective bunch of detail-obsessed engineers to pack the Swift with preservatives. Like a highly crashworthy structure that keeps you safe. A collapsible steering column Front seatbelt pre-tensioners with load limiters, and energy absorbing trim all around. Active safety technologies include dual front airbags*, Antilock Braking (ABS)* with Electronic Brake-force Distribution (EBD)* and a brake-assist function, that minimize driving hazards. All of these make the Swift amongst the safest set of wheels on the road today. And you can be sure that’s not by accident.
ON COLLISION, NO IMPACT
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Dual front airbags* deploy in an instant to shield you from harm. iCAT IS ON GUARD
Extra security for the car is provided by iCATs, which make the car theft-proof. Hi-tech features —like a built-in RF Transponder in the key and an electronic authentication system—add up to peace of mind. EYES ON THE ROAD. LIGHT ALSO
Headlamp leveling allows four levels of beam adjustment, depending on how packed your car is. It ensures optimum visibility for the driver and glare-less driving for oncoming vehicles.
VEHICLE WITH PASSENGERS IN THE REAR
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Without headlamp leveling device reduced remote visibility and increased glare onto oncoming vehicles. With headlamp leveling device Optimum remote visibility and reduced glare onto oncoming vehicles. BRAKES THAT STOP, NOT LOCK.
The Swift’s Antilock Braking System, together with Electronic Brake-force Distribution, allows you to maintain directional control over the wheels in the event of sudden braking. The Antilock System prevents the car from veering off the road.
DDIS 1.3L DDiS Diesel Engine
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TURBO CHARGER AND INTER COOLER COMBINATION • Efficient combustion. • Higher torque. • Cleaner emission. 5-STEP MULTI INJECTION COMMON RAIL SYSTEM@ 1400 BAR • Better fuel combustion. • Optimized NVH.
DOUBLE OVER HEADCAMSHAST (DOHC) • Precise & quick valve operation. CHAIN DRIVE TIMING SYSTEM WITH AUTO TENSIONER • Maintenance-free for the entire engine life. •
Precise valve timing.
16-VALUE CYLINDER HEAD • Improves breathing. •
Better fuel combustion.
•
Cleaner emissions.
COOLED EGR SYSTEM •
Cooled exhaust gas recirculation.
•
Cleaner emissions.
ALUMINIUM BED PLATE
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• Reduced engine vibration. • Minimum noise. • GREEN OIL FILTER • Environmentally friendly • Easy to maintain.
AUTO TEMP Automatic Climate Control
WEATHER ? WHAT WEATHER! Automatic Climate Control handles the MET department without you ever intervening. What you get is constant temperature, which keeps you comfortable at all times. 1.2L K – SERIES 1.2L K-Series Petrol Engine
1.2L K-Series petrol. • Responsive And powerful-advanced 1.2 litre,16-valve K-Series engine
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• Great Performer - at 85 ps @ 6000 rpm and 113 Nm @ 4500 rpm, the new engine has improved compression ratios and delivers better initial and passing acceleration in city driving conditions for zippier overtaking. • Highly Fuel-Efficient - the 16-valve lightweight DOHC engine reduces friction and improves durability and fuel economy to be best-in-class at 17.94 kmpl** • More Comfortable Drives - A more silent engine with reduced vibrations. Lower NVH (noise, vibrations and harshness) provide an enhanced drive feel with lesser driver fatigue. • Lower Emission Levels - BS IV compliant, the Swift is greener and eco-friendly. • Low Maintenance Cost – The new K-Series engine means longer oil change intervals and improved
spark
plug
life.
RBSS ALLY BASED SUSPENTION SYSTEM
BAD ROADS, HERE WE COME. The MacPherson strut in front attaches the suspension lower arms, steering, gearbox and rear engine mounting to a suspension frame (and not to the body), thus raising handling and comfort to a new high. DYNAMIC EUROPEAN STYLING WOLF IN WOLF’S CLOTHING!
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Slightly European, Somewhat Japanese, And sinfully good looking, Not only a generation different from Suzuki design, but also the shape of things to come. When we put together the new Maruti Suzuki Swift, we made sure we did nothing we had ever done before. We wanted to build a car that made car-makers whack their designers and say, “Why didn’t we think of that?” So we did. And gave you a car that’s more spacious, more user-friendly, more refine, more eyecatching. A compact car that makes all others looks like Mama’s boys. It’s cheeky. Chic, Radical. Chunky Pumped-up Chiseled, Tantalizing. Haughty Impatient, Manic. It’s you
THE SWIFT’S PROFILE IS ITS SIGNATURE. Unabashedly stylish, with a clear sense of muscularity, Pronounced by chunky wheels, boldly flared wheel arches and tires sitting squat at four corners of the car. WITH AN ULTRA –WIDE STANCE
The Swift announces its presence. This stance allows the Swift to hug the road for classdefining handling. It also makes a roomy interior.
NEVER IN DRAG
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Aerodynamic front air dam, Airflow-smoothing door mirrors. Spoiler-type tailgate. All reduce drag and wind noise. It cuts like a knife. BUTT, SERIOUSLY
A curvy, oh-so-wide bumper, Shapely hatch, Lamps that extend from the shoulder lines. Makes Everything looks packed-in. ADVANCED P-EPS STEERING
Provides more assist, reduces cabin noise and aids fuel efficiency.
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HIGHER, SIR ? LOWER, SIR?
Get into your most comfortable driving position. Reach the pedals without cramping. A 35mm height adjustment and a 240mm fore-aft slide range are at your service*. HANDLE WITHOUT CARE
A strong underbody structure. Class-defining body rigidity. And cutting-edge suspension. All allow you to handle the Swift with feather-touch ease. Letting you cruise over Indian roads in comfort.
LOVE, SEAT.
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There’s so much pleasure here, it’s almost hedonistic. Seats you can adjust so you can travel in style and luxury. A glasshouse cabin that wraps around you, So you can interact better with the dash, knobs, panels and the whole car! An easy-on-the-eye instrument cluster, A mobike-style tachometer. An illuminated-ring speedometer, for better visibility as you cover miles, A three-spoke steering. A spherical shift knob. It’s sporty all over. And so the outside doesn’t get inside, there are as many as 17 noise-reducing features. An invisible ‘Do Not Disturb’ sign to the world outside. SHIFT WITH PLEASURE.
An updated short-stroke design, with enhanced shift linkages, gives you a firm, quick shift feel. THE SWIFT CABIN WRAPS AROUND YOU
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So it’s easier to touch. Feel, And get superb all-round visibility Coupled with a smooth driving experience. OPEN WIDE
The boot accommodates plenty. So when you drive up into the mountains, bring the mountains back. PUT IT HERE
For all that you can remember — and everything you can’t. Even your little dark secrets. OPEN HATCH EASILY.
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An electronic tailgate opener is ideal when your hands are full with her luggage. Or maybe just her. XXXL
It’s a car that becomes a party table. A deck chair, A giant shopping basket, A delivery truck. Or a comfortable bed for two, Perfect to shack-up in, during those long drives.
Diesel Technology
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SUPERIOR TECHNOLOGY The DDiS engine has won the ‘International Engine of the Year Award*’ in Europe. DDiS is the superior Common Rail Direct Injection Technology that powers Maruti Swift Diesel. This future-ready engine is highly compact and incredibly fuel efficient. It is the lightest engine in its segment*, generates a class beating 190 Nm of torque and has an amazing power of 75 BHP for a superior drive. This refined engine is the first in India# to have a 5 Step Multi Injection Technology for smoother running, low noise and cleaner exhaust. It is perfect both for city and highway driving. SUPERB PERFORMANCE This next generation DDiS engine has a 16 valve cylinder head for more power and higher engine response leading to a smoother ride. It boasts of a combination of Turbocharger and Intercooler for high performance. It has Double Over Head Camshaft (DOHC) for precise control of valves - another first that delivers better fuel efficiency. It is the only engine with a Chain Drive Timing System, which is maintenance-free for the entire life of the engine. It is a compact, light-weight and refined engine with an Aluminum Bed Plate to ensure low noise and vibration. ENVIRONMENT FRIENDLY The combination of a 16 valve cylinder head and a 5 Step Multi Injection System gives efficient combustion leading to cleaner emissions. #In A2 diesel segment
BEBEFITS OF DEISEL SWIFT
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Silent Minimum Vibration Class Beating Power Environment Friendly Great Mileage Maintenance Free
ALL SEGMENTS PRICE
Table shows that the Maruti Suzuki has larger number of variety in the segment A&B so the sales must be good in these segments. But it is lacking behind its competitors in segment C, D & E
PRICING STRATEGY - CATERING TO ALL SEGMENTS Maruti caters to all segments and has a product offering at all price points. It has a car priced at Rs.1, 87,000.00 which is the lowest offer on road. Maruti gets 70% business from repeat buyers who earlier had owned a Maruti car. Their pricing strategy is to provide an option to every customer looking for up gradation in his car. Their sole motive of having so many product offering is to be in the consideration set of every passenger car customer in India. Here is how every price point is covered.
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SNO.
BRAND
VARIANTS
PRICE IN HYDERABAD
MT
1749373
GRAND VITARA
AT
1884001
MARUTI SX4
VXI
708761
ZXI MT
819964
ZXI
852542
LDI
567142
ZDI
701497
VDI
616336
LXI
478426
ZXI
625207
VXI
530429
VXI
475899
LXI
422544
ZXI
539147
LDI
492643
VDI
548773
LX
338670
LXI
363399
LX Duo
350286
1
2
3
4
5
SWIFT DEZIRE
SWIFT
WAGON R
P a g e | 40
6
7
8
9
10
11
12
13
GYPSY
OMNI
MARUTI 800
ESTILO
EECO
A STAR
RITZ
ALTO
VXI
387197
VXI ABS
418492
ST(Soft Tob)
532537
HT(Hard Tob)
551711
Cargo
214324
Cargo LPG
209160
5 Seater
244002
STD MPI
193568
A/C MTI
215880
LXI
357144
VXI
413577
LX
331162
7 STR
306248
5 STR
282028
STR with A/C
318225
LXI
358970
ZXI
424185
VXI
386894
IDI
482794
VDI
537236
LXI
404557
ZXI
500723
VXI
436478
STANDERD
231099
P a g e | 41
LXI
280648
LX
263036
PRICE OF SWIFT
In Hyderabad Variant
Ex-showroom Price (Rs.)
MARUTI SWIFT LXI (BHARAT STAGE IV)
4,22,545
MARUTI SWIFT VXI (BHARAT STAGE IV)
4,56,164
MARUTI SWIFT VXI (BHARAT STAGE IV WITH ABS)
4,75,899
MARUTI SWIFT LDI (BHARAT STAGE III)
4,91,128
MARUTI SWIFT LDI BS IV
4,92,644
MARUTI SWIFT VDI BS IV
5,29,809
MARUTI SWIFT ZXI (BHARAT STAGE IV)
5,39,148
MARUTI SWIFT VDI WITH ABS BS IV
5,48,774
P a g e | 42
COPMPETITOR OF MARUTI SWIFT MARUTI SWIFT Vs HYUNDAI GETZ ‘Even
if the Swift had no engine, people would buy it — and that’s because of its outrageous
concept-car looks.’ ‘The Getz scores highly on practicality: it is spacious, comfortable, has a good boot and many user-friendly touches.’ MARUTI SUZUKI SWIFT List price (ex-showroom, Hyderabad) Rs 4.04-5.07 lakh Top speed 174kph 0-60kph 5.22sec 0-100kph 12.29sec Kpl 13.85 (overall) For Styling, value for money Against Small boot and rear seat HYUNDAI GETZ List price (ex-showroom, Hyderabad) Rs 4.74-5.36 lakh Top speed 144kph 0-60kph 5.61sec 0-100kph 14.47sec Kpl 12.45(overall) For Space and practicality Against Interior quality
P a g e | 43
Pioneers always have it tough: people called Columbus mad, called Darwin a heretic, called Hyundai forgetful for leaving out the boot on the Getz. Hyundai has been pulling its hair out trying to get people to notice a car good enough to be our Car of the Year 2005 — and hasn't had that much success, primarily because it was the first of a kind, the Rs 5.0 lakh car without a boot. Hyundai’s tried extolling the car's virtues: its neither-too-big-nor-too-small size, its space and practicality, its refinement and sophistication, but sales remained lukewarm. Then, along came Maruti with the jazzy little Swift, and got 21,000 bookings within a week. And then it hiked the price. FUEL EFFICIENCY LONG-LEGGED
SWIFT
MUCH
MORE
FRUGAL
In many of our luxury car tests, we say efficiency figures aren't too big a deal; here, however, they mean everything. And no question about it, the Swift is always about 1.5kpl better than the Getz in every environment, partly due to the longer gearing. For the Getz's 10.4kpl in the city, the Swift returns 11.5kpl; for 14.5kpl on the highway from the Hyundai, the Maruti gives 16.2.
TECHNICAL SPECIFICATION
Layout
ENGINE MARUTI SWIFT HYUNDAI GETZ 4-cylinder, 1298cc, naturally 4-cylinder, 1341cc, naturally
Max power Max torque Specific output Power to weight Torque to weight Installation
aspirated petrol aspirated petrol 87.5bhp at 6000rpm 82.9bhp at 5500rpm 11.52kgm at 4500rpm 11.8kgm at 3200rpm 67.41bhp per liter 61.81bhp per liter 86.63bhp per tone 76.95bhp per tone 11.45kgm per tone 11.23kgm per tone Front, transverse, front-wheel Front, transverse, front-wheel
Construction
drive All aluminum
drive Alloy head and cast iron block
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Bore/stroke Valve gear Compression ratio Ignition and fuel
Gear 1st 2nd 3rd 4th 5th Final drive
74.0/75.5 mm 71.5/83.5 mm 4 per cylinder, SOHC 3 per cylinder, SOHC 9.0:1 10.1:1 Spark ignition and multi-pointSpark ignition and multipetrol injection
point petrol injection
GEARBOX Type: 5-speed manual Ratios/kph per 1000rpm 3.54/7.73 1.90/14.39 1.28/21.41 0.96/28.37 0.75/36.2 4.105:1
Type: 5-speed automatic Ratios/kph per 1000rpm 3.61/6.58 1.95/12.20 1.37/17.37 1.06/22.45 0.82/29.02 4.056:1
STEERING Power assisted rack and pin- Power assisted rack and pin-
Type Turns lock to lock
ion 3.15
ion
Front
SUSPENSION Macpherson strut with and
Rear
coil spring son struts, torsion beam axle Torsion bean and coil spring Gas-filled dampers
3.0
Independent with Macpher-
MAXIMUM SPEEDS (kph/rpm) 169/4700 165/5680* 174/6100 150/6700 146/6800 118/6800 97/6800 83/6800 54/6900 45/6800
5th 4th 3rd 2nd 1st *estimated
kph 20-40 40-60 60-80
ACCELERATION THROUGH GEARS (secs) 2nd 3rd 4th 5th 2nd 3.3 5.6 3.7 3.1 5.2 7.3 10.2 3.2 3.2 5.0 7.2 10.5 3.6 5.5 7.3 11.4 14.4
3rd 5.3 5.0 4.8 5.4
4th 8.4 7.1 6.8 7.2
5th 10.4 10.9 12.0
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80-100 Fuel Economy City (kpl) Highway (kpl)
11.5 16.2
Wheel size Made of Tyres
WHEELS & TYRES 14J x 5.5-inch Alloy 185/70 R14 tubeless
Front Rear ABS
10.4 14.5
6.0J x 15-inch Steel 195/65 R15 radial
BRAKES 211mm Ventilated discs Ventilated discs 200mm drums Drums Standard with EBD (only in
Optional with GLS variant
ZXi)
DIMENSIONS
MARUTI SWIFT
HYUNDAI GETZ
P a g e | 46
CURRENT MARUTI SUZUKI INDIA LTD .Variant
Model : Swift VDi
Model : Swift LDi
Model : Swift Zxi
Model : Swift Vxi (ABS)
Model : Swift Vxi
Model : Swift Lxi
Discontinued HYUNDAI MOTOR INDIA. Variants
Model : Getz GLX
Model : Getz GVS
Model : Getz GLS
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TATA INDICA 1.3 MULTIJET: By the time the larger new Indica is out, the Tata-Fiat tie-up will be going full throttle. Tata will borrow engines from Fiat with, you guessed it, the 1.3 liter Multijet being the engine of choice. Thoroughly localized, cheaply assembled and very capable, it will give the new Indica/ Indigo family a huge leap forward as far as overall ability is concerned.
THE COMPANY DEALER’s PROFILE
The company is an authorized dealer of Maruti Udyog Limited (MUL) for sale of its entire range of motor vehicles. It is also authorized to service & repair all Maruti cars and also deal in spare parts of Maruti cars. RKS Motor was established in the year 1997; the business is managed under the able leadership and guidance of Mr.Vinay Saboo, Managing Director. With an experience of over three decades in retail sales and service, it took Mr. Saboo just three short years to set up this dealership, since then the growth has been phenomenal. The dealership has also won many awards and accolades under the leadership of Mr. Saboo, it has also got ISO 9001 certification. Vinay Saboo was one of the Team Member of group
P a g e | 48
of 6 Delegates who visited Japan on study tour of used car business in Japan. He strongly believes that achieving customer delight is the single most important focus of the group. The group enjoys very high status in the society and business world...
INFRASTRUCTURE At present the group operates 2 (two) state of the art showrooms located in the heart of the cities of Hyderabad & Secunderabad, they have till date sold a whopping 50,000 cars! The group has 5 full fledged Maruti Authorized workshops spread in all four points of the city The Uppal workshop has won the award as the best marketed workshop while the Somajiguda
showroom
was
adjudged
as
the
best
Maruti
showroom
in
India.
OURPHILOSOPHY RKS has a strong base of 1 lakh satisfied customers from all walks of life. Our mission statement to provide a convenient, hassle free automobile purchase and ownership experience for our customers. And the most cost effective and attractive financial services packages to all our customers, in all the markets we operate in. We anticipate our customers' need and deliver
innovative
and
outstanding
products
and
services
to
their
delight.
P a g e | 49
TEAM,STAFF,WORKFORCE RKS firmly believes that employees are one of the main source of strength for the organization. It has as many as 500 professionals working directly & indirectly at all levels. The human resources management at RKS seeks to create a corporate culture where values such as "Continuous Improvement" and "Respect for People" are fully reflected in all activities. The company takes maximum care to ensure stability of employment and strives to improve working conditions. All employees are encouraged to give suggestions to improve the efficiency or working conditions. They are also appropriately rewarded for the same. Thus RKS seeks to progress b empowering its employees. TEAM SABOO A dedicated fully professionally managed organization with independence of working. •
Executive Director: Pramod Manudhania, FCA, Chartered
Accountant, looking
after over all administration and operation. •Vice
President (Projects): Anand Choadhry
taking care of new Projects,True Value Business. •
Senior General Manager Service: Mr. N K Patel
looking after all the five workshops servicing about 4000 cars a montGenera •
Manager (Projects): Mr. Sameer ,
looking after Strategic Marketing activities, new Projects, Maruti Driving School.
·
•
General manager (Spares): Mr. Ravi Mantri
•
The General Manager Sales: Mr. Bhargav, Sales
•
Awards:
Best new product launch
P a g e | 50
·
Overall product mix sales
·
Best marketing for workshop facility
To analyze the customer satisfaction towards the Maruti Swift in
Hyderabad with a special reference to the Marti Suzuki Motors.
To know the strengths and weaknesses of the Maruti “Swift”.
To know the perception towards the Brands about the sales, services, offers to buy
Maruti Suzuki products.
To know the customers opinion about various cars in Hyderabad city.
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P a g e | 52
RESEARCH METHODOLOGY Two broad research methodologies can be used to answer any research question. They are – experimental research or Non experimental research. In experiment research, there is control over the extraneous variable and manipulation of at least one variable investigation. In Non experimental research , there is no intervention beyond that needed for the purpose of measurement . RESEARCH DESIGN:A research design is a statement is a statement or specification of the method and producers used for acquiring the information needed for the solution of some specific problems. It provides a scientific frame work for conducting a research. Although research design may be classified by many criteria, the most useful one concern the major purpose of the investigation. On the basis, research design can be classified into three classes –Exploratory, Descriptive and Casual. If no formal design or structure questionnaire are used, exploratory design is used .If a person is conversant with the problem environment, or is conducting the research for some specific purpose using structure questionnaire to gather information, the research design is descriptive casual research design is used to establish cause and affect relationship.
For descriptive studies and also casual studied, data analysis and project output are critical aspects of research planning, this study uses descriptive design.
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DATA COLLECTION METHOD
The following steps are involved in the data collection process:•
Finding out the type of information required in the investigation.
•
Establishing the facts that are available at present and the additional facts required.
•
Identification of the source from where they can be available.
•
Selection of appropriate information collection method.
The data required from this study is collected from primary and secondary sources; The data collected are both Quantitative and Qualitative.
PRIMARY SOURCES:The primary used for gathering data required for this survey is – Survey method
In the survey method a survey of the consumer’s satisfaction toward four wheeler is done. A planned effort is made using structured questionnaire to interview the respondents. The respondents are the owners of the four wheeler, who are interviewed, are chosen using non probability sampling method.
P a g e | 54
The survey can be done through personal interviews .In this study respondent are interviewed personally so that the errors involved in gathering primary data are minimized.
SECONDARY SOURCES:The secondary sources used for collecting data are:1.Internal Sources: Company’s Reports. Company’s Publications. Company’s Employees. Company Strategy.
1. External Sources:Information was gathered from Magazines like –Auto Expo, Car Bazaar, and Business World & Business Today. Business dailies like – The Economic Times, The Business Line etc News Paper like – The Hindustan Times, Business Standard & The Corporate Times. Apart from this information was also taken from internet.
SAMPLING PROCESS:Taking into account the practical considerations ( Such as time limit, cost, etc ) the study a sample survey as the means of means of gathering primary information. A sample survey allows a reason to concentrate his attention upon a relatively small number of people and hence, to devote more time and energy to ensure that the information collected from them is more accurate.
DEFINING THE POPULATION:-
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The first thing that a sample plan must include is the definition of the population to be investigation. The population should be defined as clearly as possible. The population chosen for the study, taking in to consideration the objective of the study is defined as, all the customer of four – wheeler.
SAMPLE DESIGN:Sample design is the heart of the sample planning process. A sample design involves specifications of the type of sample used, the appropriate sampling unit, and the sample size.
TYPE OF SAMPLE:The study use non –probability sampling most of the sampling in marketing research is non – probability in nature of the various non probability methods , convenience sampling method is used in this study rather than using a table of random number as in probability sampling . convenience sampling means that the sampling unit are accessible, convenient and easy to measure. The advantage of choosing a non -probability sampling methods is that the sampling error will be when compared to probability sampling.
SAMPLING UNIT:The sampling unit forms the basis of the entire sampling procedure. It is that which is actually chosen by the sampling process. The sampling unit may contain one or more population elements. The sampling unit in the study consists of the private employees, government employees, business people and others.
SAMPLE SIZE:The sample consist of 50 customer selected from the Hyderabad using convenience sampling method. Out of the customers selected for the study, some did not own four –wheeler and some had not responded well. Hence they had to be replaced by other customers.
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LIMITATIONS:-
Taking the market conditions into consideration the survey, which include a
sample of 50, was a respective one. Due to the limitation of span of time and limited resources survey was conducted
for a period of 6 weeks.
The geographic region covered for the survey was limited to the boundaries of the Hyderabad city.
Since the survey was conducted at the market localities and the person who has owns a “Maruti Swift”
Improper response from customers and buyers, but it was minimal.
Scientific methods of post testing could not be conducted.
Minimal possible bias in administrating the questions at the survey conducted area.
The reaction and attitudes are subjected to changes according to their needs and
time.
P a g e | 57
1.
Selection of Maruti swift Model.
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Particulars
No. of Respondents
Percentage (%)
Petrol
18
36
Diesel
32
64
Total
50
100
Source: Primary Data
No. of respondants Petrol
Diesel
36% 64%
Analysis:Here we have to find out that maximum value of Diesel model in the market that is 64% out of total sample size so we can say that current scenario of the market maximum captured by Diesel model compare to Petrol model. Now in present time customer prefers more Swift Diesel model.
2. Influencing features for the purchasing power of the customer. Particulars
No. of respondents
Percentage (%)
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Price
15
30
Product Features
20
40
Brand
7
14
Service
8
16
Total
50
100
Analysis: Here we found that the product feature of swift car is more influencing factor to purchase power of the consumers. In this chart it is clear that product feature is very important factor for the consumption level of the product. So this is showing that % of product feature is more than compare to others i.e. 40%. Hence, selling of swift car is depending upon the product quality.
3. Different sources of purchasing pre-owned car Particulars
No. of respondents
Percentage (%)
Through Advertisement
12
24
Dealer
18
36
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Showroom
10
20
Durability
10
20
Total
50
100
Analysis: Above diagram shows the highest value of dealer. Where a dealer provides different warranties, services, convenience, availability and other facilities to the consumers whatever he wants. So dealer is important mediator for delivering the goods and services to the consumers. Here, dealer’s percentage is greater than to others i.e. 36%.
4. Important suggestions towards the Maruti Swift engine. Particulars
No. of respondents
Percentage (%)
Very Good
10
20
Good
16
32
Average
5
10
Not Good
11
22
Can’t Say
8
16
P a g e | 61
Total
50
100
Analysis: This chart shows the various suggestions towards the maruti swift engine. Most of the suggestions are good. On the other hand, most of the consumers are satisfied from it’s engine capability. Hence, we can say that % various feedbacks of the consumers regarding good is higher than compare to others i.e. 32%. 5.Customer satisfaction toward mileage of Maruti Swift. Particulars
No.of respondents
Percentage (%)
Yes
30
60
No
20
40
Total
50
100
P a g e | 62
Analysis:Here we found that 60% customers are satisfied with the mileage of swift and other 40% customers are not satisfied with the mileage of Swift they have diffirent perception regarding the mileage of swift .This chart showing the majority of satisfied customers, so we can say that customers are satisfied with mileage of swift.
6.Customer opinion on Maruti Swift related to safety features. Particulars
No. of respondents
Percentage (%)
Very Good
10
20
Good
17
34
Average
12
24
Can’t say
11
22
Total
50
100
P a g e | 63
Analysis:This chart is showing that just customer satisfied with the safety features of swift because when customer expect more safety then cost of swift beccome high. So here 34% customers are satiesfied with safety features of swift and only 20% are most satisfied with the safety and 24% average satisfied with the safety features remaining 22% are unable to say about the safety features of the Swift.
7.Customer opinion about good competitor of maruti swift. Particulers
No. of respondents
Percentage (%)
i 20
13
26
i 10
9
18
Ritz
11
22
Getz
11
22
Indica
6
12
Total
50
100
P a g e | 64
Analysis: Here we found that 26% is the highest value so its indicate that i20 is the best competitors of the Swift ,after that Getz and Ritz are good competitors of Swift. Now Indica has come in market with diffirent features and luxurious model so it is also a good competitor of Maruti Swift. In this chart i10 got the 18 % so it indicate the i10 is also competitor of Swift.
8. From the consumer point of view, Price maintain by the Maruti Suzuki in the future : Particulers
No. repondents
Percentage (%)
Yes
19
38
No
15
30
Can’t say
16
32
Total
50
100
P a g e | 65
Analysis:Here we can see in chart that is 38% customers opinions that company will be able to maintan the price in the future but 32% customers opinion that no, company will be increase the price of swift because it is necessary for maintenance the cost of company . Other 30% customers are unable to say anythings they are depend on the company decision.
9. Costomers Satisfaction towards the changes in the Swift car. Particulers
No.of respondents
Percentage (%)
Yes
26
52
No
13
26
Can’t say
11
22
Total
50
100
P a g e | 66
Analysis:Here we found the costomers are very enthusiastic to want change in the swift for their better satisfaction i.e.52% response by the customers. And 26 % customers don’t want to change in the Swift , 22% customers are unable to say that will be change in the swift . Here majority is saying that customers want to change in the Swift as mostely customers want to change in the “Back Glass” of the Swift due to no clear visible in back side when driver apply back gear, because back glass size is small. So customers want little bit improvement in the Swift car.
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10. Customers frequently change their car. Particulers
No.of respondents
Percentage (%)
1-3 Years
18
36
3-5 Years
11
22
5-10 Years
15
30
More than 10 Years
6
12
Total
50
100
Analysis:Here we found that most of the customers are changing their car between 1-3 year. Because changing any product is depend upon the money as well as time factor. Hence we can say that consumers can not chang their car less than 1-3 years.
FINDINGS
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Basing on the data gathered from the customers , which was analyzed , the following observations are made. Here we found that the customers are fully satisfied with the Diesel model of Swift. So
now this time market mostely captured by the swift and booking of swift advance going on . Majority of the customers preffering the swift due to the product features. They are fully
satisfied by product with the deffirent features of Swift . Here majority of the customers will be buy pre-owned car by the dealers due to they want to true value of the car. Here customers gave the good value for the Swift engine they have no any doubt regarding swift engine. That’s why costomers has fully satisfied . We found that majority of the customers are fully satisfied with the mileage of Swift car. Majority of the customers said that we are satisfied with the safety features of the Swift so they gave only good response .They are saying that if we want very good safety feature then car price will be also high. Majority of the customers preffering the i20 and Getz as the good competitors of the
Swift. Mostely customers hope that maruti will be not hike the price in the future, it will be able
to maintain the price of the swift . Some of the customers has hope that when cost of raw material will hike then price will also hike . Costomers are fully enthusiastic to saw some new changes in the future swift . Majority
of customers want to some change in the future , As back side glass. Mostely customers changing there car between 1-3 years.
SUGGESTIONS
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After analyzing the findings ,the following suggestions have been prepared .Great care has been taken in the making these suggestions for improvement of the customer satisfaction :
A constant urge to upgrade and keep pace with the changing times gives
organization the competitive advantages or cutting over the competition . The service centre must be ready with all type of spare part all over the time . Improve in the size of back glass for clear visibility in back side . Introduce low instalment and low down payment schemes to attract more people . Satisfy existing customers by giving more value and offers. Some costomer want to change in the swift back light as round shape . There is heavy demand for Maruti Swift in the market , so the supply has to be
improved to meet the demand of the customers . Inspect the servicing centrs continuosly so that they try to follow rule and regulations strictly ,and will serve the car on time . Try to maintain reasonable price of the swift, as this is the key factor for
customers satisfaction towards Swift . All the cars of Maruti Suzuki Must be available in the each and every showroom. Company must try to tap the rural area with the help of print media and hoarding .
In every organization employee behavior should be great, for providing better
customer satisfaction .
CONCLUSION
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After analyzing the interpretation and finding the following conclusion were made: -
After interacting with the customers, I found that ,customers are emotionally attached with Maruti Suzuki Brand . Most of customers are highly satisfied with Maruti Swift.
Maruti Suzuki is giving very tough competition to its competitors like Tata Motor, Hyundai Motor etc.
During my survey, I found that Swift mostly preffering by young age people in A2 segment car . They are fully satisfied towards Swift.
Customers are not happy with the back glass of Swift due to very small size they can’t see easely in back side on back gear.
Maruti suzuki is providing the cutomer satisfaction not only selling the cars, and it want to beat their competitors .
The company is the known to providing the good service and quality.
I found in my survey that Maruti Suzuki product is first preffering by the defence as Gypsy, Gypsy and Grand Vitara has power gear.
BIBLIOGRAPHY
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BOOKS
AUTHOR
MARKETING MANAGEMENT
PHILLIP KOTLER, KOSHI & JHA
PRINCIPAL OF MARKETING
PHILLIP KOTLER & AMSTRONG
RESEARCH METHODOLOGY
R.C.KOTHARI
WEBSITES: http://www.marutisuzuki.com http://www.marutiswift.com http://www.marutidealer.com http://www.marutiindia.com
PRINT MEDIA: THE TIMES OF INDIA THE HINDU AUTO EXPO MAGAZINES AUTO CAR MAGAZINE BUSINESS STANDARD
ANNEXURE QUESTIONNAIRE
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Name …………………………….
Mobile No………………………………
Email…………………………….
Profession……………………………..
Q1. Which Model of Maruti Swift do you own? a) Petrol
b) Diesel
Q.2. Which feature influenced you the most while Considering your Swift purchase? Price Product feature Brand Service Q3. If you plan to buy a pre-owned car, through which source you would like to buy? Through advertisement Dealers Showroom Durability Q 4. Your valuable suggestion/Comments on Maruti Swift Engine? …................................................................................................................................................. …................................................................................................................................................... Q.5. Are you happy with the mileage of your swift? a) Yes
b) No.
Q.6 What is your opinion on Maruti Swift related to safety features? …...................................................................................................................................................... Q.7. According to you, which model is a good competition to Swift & Why?
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................................................................................................................................................... ........................................................................................................................................................... .......... Q.8. Do you think Maruti Suzuki will be able to maintain the price of Swift in future if there is hike in cost of raw materials? .Yes . No. . Can’t say Q9Are you looking for any changes in Swift for better Customer satisfaction. …...................................................................................................................................................... ........................................................................................................................................................... . Q.10.How frequently you change your car? 1-3 years 3-5 years 5-10 years More than 10 years.
THANK YOU
DATE……………
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