Customer relationship management about Hundai

A Study on CRM Practice of Laxmi Hyundai

Internship Report on

“A Study on Customer Relationship Management Practice of Laxmi Hyundai” Sumitted !y"

A#A#$ %AR%I &R'&(M!A)* Sumitted +o"

,IS,'S,ARA-A +'CH#.L./ICAL 0#I,'RSI+-1 !'L/A0M

In partial fulfillment of the requirements for the award of the degree of MAS+'R .2 !0SI#'SS A$MI#IS+RA+I.#

Under the guidance of I#+'R#AL /0I$'

'3+'R#AL /0I$'

Prof4 Man5unath , S Asst4 Professor

#irpesh #iroula Asst4 Mar6eting Manager Laxmi InterContinental P7t Ltd4

Department of MBA Reva Institute of Technoo!y and Mana!ement Ru"mini #no$ed!e Par"% #atti!enahai% &eahan"a% Ben!auru'()**)+,

DECLARATION R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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I Anand karki, hereby declare that the Internship Report entitled “A Study on Customer Relationship Manaement

!ra"ti"e o# La$mi %yundai& with reference to

“La$mi

InterContinental !'t( Ltd, )athmandu& prepared by me under the guidance of !ro#( Man*unath + S , faculty of MBA Department, Reva Institute of Technology and Management and external

assistance

by

Nirpesh

Niroula,

Assistant

Marketin Manaer o# La$mi InterContinental !'t( Ltd I also declare that this Internship wor is towards the partial ful!llment of the university regulations for the award of degree of

Master

of

Business

Administration

by

"isvesvaraya

Technological #niversity, Belgaum$ I have undergone a summer pro%ect for a period of twelve wees$ I further declare that this pro%ect is based on the srcinal study undertaen by me and has not been submitted for

the

award

of

any

degree&diploma

from

any

other

#niversity&Institution$

R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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'ignature of the 'tudent (lace) Bangalore$

'tudent *ame ) Anand

ari Date) +&+&-+./

#'* ) .R0.-MBA1/

A"knoledement

I would lie to tae this opportunity to than everyone who has helped me throughout the internship$ 2irst and foremost, I would lie to than

Dr( N( Ranapratap

Reddy, !rin"ipal o# Re'a Institute o# Te"hnoloy and Manaement for providing me an opportunity to carry out the internship wor$ I have special acnowledgements for the supervising team at the 3axmi 4yundai and all the employees 5service center and the showroom team6 of the organi7ation$ I would also lie to than

Mr( -yoti .hattarai /Marketin

Manaer0 and Mr( Nirpesh Niroula /Asst( Marketin Manaer0 for providing me a guidelines and supervising me to carry out the wors throughout my internship period$

3astly, My special appreciation goes to !ro#( Man*unath +(S for the support during preparation of this report, untiring e8ort of going through the draft reports and providing me with the valuable suggestions$


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Than you all

E1EC2ITI+E S2MMAR3

This report is a part of graduate programs under "I'"0'"ARA9A T0:4*;3;uisition of distributorship in 2ebruary -++?$ $ The pro%ect ob%ective is to study :ustomer Relation Management of 3axmi 4yundai$ The report contain brief introduction of 3axmi 4yundai $The :ompany@s main aim was not only the sales of 4yundai vehicles but also to provide >uality after sales service to its valued 4yundai :ustomers$ In order to achieve this aim, it has opened showrooms and service centers across *epal$ This pro%ect clearly mentions the ob%ective of study and the research methodology designed$ Designed used in this pro%ect is exploratory and the source of information is both (rimary and secondary data$ The data collection method used is structured with the close end >uestionnaire$ 'ampling shall be done on the basis of simple random sampling method$ Based upon the structured >uestionaries@ it will help in analy7ing the obtained information or results which pro%ected certain !ndings and recommendations$ The pro%ect reveals the one of the important !nding that :ustomer relationship management is a business philosophy which provides a vision for the way the


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3axmi 4yundai want to deal with the customer$ To deliver that vision, 3axmi 4yundai needs

a :RM 'trategy which gives shape to mareting, customer

service and data analysis activities$ The ma%or aim of the 3axmi 4yundai :RM strategy is to maximi7e the pro!table relationship with customer by increasing the value of the relationship for the both the vendor and customer$


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CHAP+'R8& I/TR1D0CTI1/

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This internship pro5ect is conducted for partia fufiment of the Masters in Business administration de!ree a$arded 6y .isvesvarayaTechnoo!y 0niversity% Be!aum, The internship is assi!ned of three hundred mar"s for the evauation, The internship in speciai7ed fied provides us $ith indepth understandin! a6out the fied% mar"et exposure% and heps to identify the potentia career opportunities, Internship pro5ect is !ood for students to understand rea $ord impications of the sound academic "no$ed!e !ained in coe!e, The internship has !iven us the rea $ord exposure to the professiona ife and sho$n us the $ider exporation of the career opportunities in mana!ement% information technoo!y and information mana!ement, This internship as per the re8uirement of the MBA not ony fufis that very re8uirement 6ut has aso deveoped me personay 6y !ettin! mysef ac8uainted $ith ho$ the automo6ie industry 6usiness re!uates, This pro!ram has enhanced the s"i and enthusiasm of the students as they !et "no$ed!e of the 6usiness environmen ts and to earn different aspects of $or"in! mechanism that prevai in the or!ani7ations, Most of the su65ect earned durin! the MBA has 6een $e impemented durin! this internship pro!ram, Durin! this internship period I $as introduced to the or!ani7ationa structure and overa functionin! of the or!ani7ation, I $as the trainee staff to or!ani7ation9 I conducted research on CRM and aso earned a $ay to create more customer vaue 4 satisfaction,

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The chan!in! 6usiness environment is characteri7ed 6y economic i6erai7ation% increasin! competition% hi!h consumer choice% demandin! customer% more emphasis on 8uaity and vaue of purchase etc, A these chan!es have made today:s producer shift from traditiona mar"etin! to modern mar"etin!, Modern mar"etin! cas for more than deveopin! a product% pricin! it% promotin! it and ma"in! it accessi6e to tar!et customer, It demand s 6uidin! trust% a 6indin! force and vaue added reationship $ith the customers, The process of deveopin! a cooperative and coa6orative reationship 6et$een the 6uyer and seer is caed customer reationship mana!ement shorty caed CRM, &49 #''$ 2.R +H' S+0$-


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The 6i!!est mana!ement chaen!e in the ne$ miennium of i6erai7atio n and !o6ai7ation for a 6usiness is to serve and maintain !ood reationship $ith the "in! ;

the customer. In the

past producers too" their customers for !ranted% 6ecause at that time the customers $ere not demandin! nor had aternative source of suppy or suppiers, But today there is a radica transformation,

The purpose of customer reation is not ony for retainin! the customers 6ut aso attractin! ne$ customers and increasin! the saes and aso creatin! and maintenance of 6rand a$areness,It is a system for mana!in! a company:s interactions $ith current and future customersusin!

technoo!y

to

andsynchroni7e saes% mar"etin!% customer

service%

or!ani7e% and technica

automate support,Customer

perceptions attitudes and vie$s re!ardin! the products and services% aon! $ith su!!estions assume !reater importa nce in the i!ht of ne$ entries and potentia competit ors% this study is an attempt that directs to faciitate the mana!ement in mar"etin! their future decisions in promotin! and creatin! a !ood ima!e in the society,

<

reduced cost s% 6eca use the ri! ht thin !s are 6ei n! done =i, e,% effective and eff icient operation>

<

increased customer satisfaction% 6ecause they are !ettin! exacty $hat they $ant =ie, meetin! and exceedin! expectations>

<

!ro$th in num6ers of customers

<

hi!hi!htin! poor operationa processes

<

on! term profita6iity and sustaina6iity

<

A satisfied customer in ?* yea rs $i 6rin! ?** more customers to the company,

<

It costs @ time more to attract a ne$ customer than to serve an od one,

<

* of the com pany:s oya cust omers acco unt for *  of its reve nues, =Pareto:s principe>,

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The main o65ectives are to determine the current reationship mana!ement eve of the customers $ith a aspects in re!ard to “LA3MI H-0#$AI Ltd4”4 .5ecti7es in $etail" R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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?, To "no$ the !rievances amon! the customers a6out products 4services% if any, , To identify different customers: needs in re!ard to a Hyundai motor car:s services, , To identify $hat type of promotiona strate!y is suita6e for the company to reach the tar!eted customers, +, Hep the company to retain the -xistin! Customers

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The scope of the study is to identify the customer reationship mana!ement eves to$ards ELaxmi Hyundai Limited E, The study $as conducted for a period of  $ee"s coverin! various paces in #athmandu, Primary data $as coected from customers, Secondary data $as coected from company manuas% ma!a7ine s and $e6sites and so on, The study !athers information a6out the customerFs reation maintainin! in various fu ran!e of Hyundai vehices from -1/ =passen!er car> to Santa 2e =S0.> eve in re!ard to Guaity of service% safety Tips% fue savin! tips% drivin! tips etc, Customer care service and other vaues added services provided 6y the company, It is aimed at eni!htenin! the company a6out different steps to 6e ta"en up to increase the share of Hyundai motor company imited $ith re!ard other competitors and aso to ma"e the company to provide 6etter customer services,

&4) R'S'ARCH M'+H.$.L./-

Pro5ect methodo o!y is a $ay to systematica y sove the research pro6em, It deas $ith the o65ective of a research study% the method of definin! the research pro6em% the type of data coected% method used for data coectin! and anay7in! the data etc, The methodoo!y incudes coection of primary and secondary data, $A+A C.LL'C+I.#" &< Primary da ta" The primary data $i 6e coection throu!h structured 8uestions and

aso 6y directy interacti n! $ith the respondents, The 8uestionnaire $i 6e circuated to the customer personay, (< Secondary da ta" The source of secondary data incudes

Boo"s Ma!a7ine Company:s report and $e6site, R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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Internet So% to !ive a proper and forma approach to our research study I used the sampin! techni8ue, SAMPLI#/ +'CH#I=0'

The sampin! techni8ue that adapted to conduct the survey $as Random Sampin!: and the area of the research $as concentrated in the city of #athmandu , The survey $as conducted 6y interactin! $ith Hyundai o$ners at Hyundai service center, Sample units" The sampin! units for the study incude the o$ner of the Hyundai cars, Sample si>e"

The sampe or the si7e incuded for conductin! the study is(* customers of Hyundai,

The summary of the methodoo!y are stated 6eo$,

Areas

%athmandu

Source of information

Primary and Secondary data

$ata collected method

Structured =uestionnaire?s

+ypesof@uestionused

Multiplechoice

+arget

.nerofHyundai7ehicles

SamplingMethod

RandomSampling

Sample Si>e

); car users out of hich ;B Hyundai car oners

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The aim of

is the% Tota of the discounted ife Customer Relationship Management ECRM< time vaues of a of the firm:s customers, Ceary% the more oya the customers% the hi!her the customer e8uity% rust, Jenitha and emon distin!uish three drivers of customer e8uity% vaue e8uity and reationship e8uity,


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Ar7indSaxena E(B&B< Director and Board mem6er =mar"etin! and saes <1 Hyundai Motor India =HMIL> K/o company in automo6ie sector can fi!ht competition on price, Companies

need to have the ri!ht product% distri6ution% CRM and after saes service net$or" to !ro$,

Michael Cusumano1 Ste7e %ahl and 2ernaando Suare> E(BBF< in their research paper

KA theory of services in product industries% has concuded that in many product oriented industries% services have 6ecome increasin!y important, In case of automo6ies% many automa"ers !enerate the vast ma5ority of their profits from a service activity cosey tied to their product activity, T he automo6ie industry overa !enerates a ar!e portion of its profits from other product'reated service activities such as insurance and repairs, The authors ar!ued that despite the seemin! importance of services% there is not much theory to hep researchers or practitioners expain the  conditions under $hich services matter in product industries, The !enera vie$ that emer!es from the services iterature is that services tend to 6ecome important for manufacturin! firms once their industries reach a mature sta!e,

Ste7e %ahl and 2ernaando Suare> E(BBF< in their research paper KProduct% Process% and

Service A /e$ Industry Lifecyce Mode% has concuded that -xistin! modes of industry ifecyce evoution tend to focus on chan!es in the products and processes and ar!ey overoo" the dynamics of services% 6ut increasin!y% the revenues of many firms are 6ecomin! dominated 6y saes of services rather than products% or products sod $ith services to !ain competitive differentiation in mar"ets mar"ed 6y increasin! product commoditi7ation,

Ahi5eet Singh E(B&&< Tata Motors uses a customer reationship mana!ement and deaer

mana!ement system =CRM'DMS> $hich inte!rates one of the ar!est appications in the automo6ie industry% in"in! more than ?** deaers across India,CRM D1S has heped Tata Motors to improve its inventory mana!ement% tax cacuation and pricin!, This system has aso proved to 6e 6eneficia to deaers 6ecause it has reduced their $or"in! capita cost /ordon 2ullerton E(BB)< % KPuttin! reationship in CRM% that --P% a division of Daimer

Chryser Automo6ie Company% has served a cassic exampe of CRM pro!ram that provides a considera6e vaue to 6oth the customers and the firm 6y deveopin! a pro!ram excusivey for 5eep o$ners and fostered a community that is hi!hy effectivey committed to the product% the 6rand and the customers, R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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%e7in %eller E(B&(< Caterpiar has 6ecome a eadin! firm 6y maximi7in! the tota customer

vaue $ith the hep of effective CRM% 6est after saes service in the industry and 6etter trained deaer, This ao$s the firm to command a premium price of ?* to * hi!her than competitors such as .ovo% #omatsu etc,

&4F LIMI+A+I.#S .2 +H' S+0$-

The study is su65ected to the foo$in! imitations ?, A portion of the res ponds cont acted $ere no precise and !enuine in !ivin! their , , +, (,

opinion, If accidenty they had 6ady% experience at one instance% they $oud $or" very poor, To measure the exact eve of customer reation the sampe si7e $as sma, Short time period $as inade8uate for conductin! detaied study amon! the customers, The study $as restricted to #athmandu ony,


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Automo6ie% sef'propeed vehice used primariy on pu6ic roads 6ut adapta6e to other surfaces, Automo6ies chan!ed the $ord durin! the *th century% particuary in the 0nited States and other industriai7ed nations, 2rom the !ro$th of su6ur6s to the deveopment of ea6orate road and hi!h$ay systems% the so'caed horseess carria!e has forever atered the modern andscape, The manufacture% sae% and servicin! of automo6ies have 6ecome "ey eements of industria economies, But aon! $ith !reater mo6iity and 5o6 creation% the automo6ie has 6rou!ht noise and air poution and automo6ie accidents ran" amon! the eadin! causes of death and in5ury throu!hout the $ord, But for 6etter or $orse% the ?N**s can 6e caed the A!e of the Automo6 ie and cars $i no dou6t continue to shape our cuture and economy $e into the ?st century, Automo6ies are cassified 6y si7e% stye% num6er of doors% and intended use, The typica automo6ie% aso caed a car% auto% motorcar% and passen!er car% has four $hees and can carry up to six peope% incudin! a driver, Lar!er vehices desi!ned to carry more passen!ers are caed vans% minivans% omni6uses% or 6uses, Those used to carry car!o are caed pic"ups or truc"s% dependin! on their si7e and desi!n, Minivans are van'stye vehices 6uit on a passen!er car frame that can usuay carry up to ei!ht passen!ers, Sport'utiity vehices% aso "no$n as S0.s% are more ru!!ed than passen!er cars and are desi!ned for drivin! in mud or sno$, In *? manufacturin! pant in more than ( countries produced @, miion passen!er cars ,The automo6ie is 6uit around an ori!in various systems suppy the ori!in $ith fue% coo it darin! operation% u6ricate its movin! parts and remove exhaust !ases it creates, The ori!in produces mechanica po$er that is transmitted to the automo6ie:s $hees throu!h advertin! $hich incudes a transmission, 1ne or more dive shafts% a differentia !ear and axes, Suspension system $hich incudes sparin! and shoc" a6sor6ers% customs the ride and hep protect the vehice from 6ein! dama!ed 6y 6umps heavy oads and other series, Ohee and tares support vehices on the road $ay and $hen rotated 6y po$ered axes9 prope the vehice for$ard or 6ac"$ard Steerin! speed, An eectrica system starts and operates the en!ine monitor and contro many aspects of the vehice operation and po$ers such components as head i!ht and radios, Safety featu res such as 6umpers air 6u!s and seat 6es hep protect occupants in an accident

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The history of the automo6ie actuay 6e!an a6out +?** years a!o $hen the first $hee $as used to transportation in India, In the eary ?(th century Portu!uese arrived in china and the interaction of the t$o cutures eaded to variety of ne$ technoo!ies incudin! the creation of a $hee, By the ?)**:s sma steam po$ered en!ine modes had 6een deveoped 6ut it $as another century 6efore a fu si7ed en!ine po$ered vehice $as created, I/ ?@)N 2rench Army 1fficer Captain /icoas 5oseph Cu!snot 6uit $hat has 6een caed the first automo6ie cu!notspare $heeer steam po$ered vehice carried four peope, Desi!ned to move artiery pieces, It has a top speed of a tite more than ,"mh and had a stop every * minutes to 6uid up a fresh head of steam, As easiy in ?*? successfu 6ut very heavy steam automo6ie type introduced in -n!and a$s 6arred them from pu6ic road and forced their o$ners to run them i"e train or private trac"s their o$ners to run them i"e train or private trac"s in ?* a steam po$ered coach desi!ned 6y British -n!ineer, Richard Trethvic"5ourned more than ?)*"m from corn $a to London,Steam po$ered cau!ht the attention of other vehice 6uiders, In ?*+% American inventor 1iver -vans 6uit a steam po$ered car in ?, British inventor a vaterHandcoc" 6uid a series of steam carria!es in the mid ?*:s thus $ere used for the first omni6us service in London, By the mid ?**:s -n!and had an extensive net$or" of coach ine, Horse'dra$n sta!ecoach companies and the ne$ rai road companies pressured the British pariament to approve heavy it:s on steam'po$ered road vehices, The tos 8uic"y drove a steam 8uic"y drove a steam coach operators out of 6usiness,Durin! the eary *th century steam cars $ere popuar in the 0nited states, Most famous $as the Staney steamer% 6uit 6y American T$in 6rothers 2reean and 2rancis Staney, A Staney steamer esta6ished a $ord and speed record in ?N*) of *(,++ "m h, Manufactures produced a6out ?( modes of steam po$ered automo6ies% incudin! the Staney unti ?N,The first successfu sef'propeed road vehice $as a steam automo6ie invented in ?@@* 6y the 2rench en!ineer /icoas oseph Cu!snot, (4( I#+R.$0C+I.# .2 H-0#$AI M.+.R C.MPA#-

The Hyundai Motor Company is a South #orean mutinationa automa"er head8uartered in Seou% South #orea, The company $as founded in ?N)@ and aon! $ith its , o$ned su6sidiary% #ia Motors% to!ether comprise the Hyundai Motor 3roup% $hich is the $ordFs fifth ar!est automa"er 6ased on annua vehice saes in *?, In **% Hyundai Motor =$ithout #ia> $as ran"ed as the ei!hth ar!est automa"er, As of *?*% the Company sod over ,) miion vehices $ord$ide, Hyundai operates the $ordFs ar!est inte!rated automo6ie R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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manufacturin! faciity in 0san% South #orea% $hich has an annua production capacity of ?,) miion units, The company empoys a6out @(%*** peope $ord$ide, Hyundai vehices are sod in ?N countries throu!h some )%*** deaerships and sho$rooms, Some !asic Highlights of Hyundai Motors"

#ati7e name +ype

Pu6ic

+raded as

#RQ **(* LS- H&0D

Industry

Automotive

2ounded

Decem6er N% ?N)@

2ounderEs<

Chun! u'yun!

Head@uarters

Seou% South #orea

Area ser7ed

Oord$ide

%ey people

Chun! Mon!'"oo =Chairman 4 C-1>

Products

Automo6ies% commercia vehices% en!ines

Production

%N+%(N units =2012>

output Re7enue

0S + 6iion =*?>

#et income

0S N 6iion =*?>

+otal assets

0S ?*N 6iion =*?>

+otal e@uity

0S + 6iion =*?>


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'mployees

@(%*** =*?>

Desite

worldwide.hyundai.com

(4(4& ,ISI.#"

K1ur Team provides vaue for your future (4(4( MISSI.#"

To create exceptiona automotive vaue for our customers 6y harmoniousy 6endin! safety% 8uaity and efficiency, Oith our diverse team% $e $i provide responsi6e ste$ardship to our community and environment $hie achievin! sta6iity and security no$ and for future !enerations,

(4(49 H-0#$AI?S !RA#$ SL./A#" “NEW THINKING - NEW POSSIBILITIES”

A 6rand so!an em6odies the essence of a 6rand% from its phiosophy to its vision and identity, Hyundai:s 6rand so!an '' “#'D +HI#%I#/4 #'D P.SSI!ILI+I'S, refects the $i of Hyundai Motor Company to create ne$ possi6iities to 6enefit the $ord and its peope 6y encoura!in! and deveopin! ne$ thin"in!, A mem6ers of Hyundai have the 6rand so!an deepy en!raved in their hearts as they move for$ard in their effort to provide ne$ vaues and experiences desired 6y today:s customers throu!h innovative $ays that are uni8ue to the 6rand% driven 6y ne$ thin"in! a6out customers and cars,

(4(4* =0ALI+- P.LIC+op priority to customer satisfaction The Company $i provide ony those products meetin! reevant customer

re8uirements 4 internationa standards and accordin!y satisfy every customer, Continuous impro7ement The Company $i ma"e continuous 8uaity improvements throu!h unceasin! R4D efforts 4 ne$ technoo!ies and accordin!y minimi7e the 8uaity cost, R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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=uality mind The company $i encoura!e each empoyee:s 8uaity and accordin!y accompish the

error'free 8uaity, =uality mind creation The company $i create such premium 8uaity vaue that can ead the !o6a automatic transmission mar"et, (4(4; AR'A .2 .P'RA+I.#

Hyundai is strivin! for that next eve to 6ecome 3o6a /o,? A utomo6ie Company throu!h practicin! Industry Leadership and throu!h impementin! its strate!y to expand its !o6a covera!e, The company is dedicated to ena6in! everyone around the $ord to use Hyundai% $ord:snum6er one map soution technoo!y, Its expertise is the 6asis for its strate!y of !ro$th aon!side the Hyundai Motor 3roup and% indeed% its !o6a net$or" as a $hoe% throu!h $or"in! $ith nationa and internationa hard$areITContentsService providers, Regional operation -urope

Midde -ast

+otal co7erage countries *

?)

Asia



Africa



/orth America




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CentraandsouthAmerica

+?

(4(4) PR.$0C+S .2 +H' H-0#$AI 2AMIL49#*DAI 2AMI39

'#"

'A*TA

(assenger car

T#:';* 'A*TR;

accent

I.+

0;*

I-+

veloster

A4 CARS

&4 SA#+R. The ne$ Santro Qin! sports stunnin! desi!n chan!es $hich incude refreshin! exteriors and ne$ oo" uxurious interiors, The ne$ front radiator !rie% the fu $hee cover and the rear spoier ma"es the ne$ Santro Qin! aestheticay more appeain! and sporty, Oith metaic touches at mutipe ocations and push ne$ t$o tone 6ei!e and 6ro$n coor scheme% the ne$ Santro Qin! adds ee!ance and stye to the existin! !reat oo"s, Hyundai Santro $as ad5ud!ed Most Dependa6e compact Car 6y D Po$er Asia Pacific **, Santro 6a!!ed the num6er one position in the compact car se!ment in the .ehice Dependa6iity Study =.DS> conducted 6y D Po$er Asia Pacific **,

1vera en!th =mm> 1vera$ei!ht =mm> 1verahei!ht=mm> 1vera$hee6ase=mm> 3rossvehice$ei!ht="!> 2uetan"capacity=> Min,turnin!Radius=m> Seatin! capacity Dispacement

()( ?(( ?(N* * ?** ( +,+ ( person ?*) cc


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( speed for$ard $ith overdrive in +th4 (th -ectronicay controed + speed for$ard $ith overdrive in +th

Manua Automatic

(4 i &B A $ord of perfection a$aits you ' The $ord of the a ne$ /ext 3en i?*, 2rom the cuttin! ed!e .T.T technoo!y 6ehind the en!ine to the fuid from of its ne$ see" desi!n and styish interiors% the ne$ i?* is ceary more than 5ust a car, ItFs a testament to perfection, The a!!ressive % modern 4 see" exteriors% ne$ 'tone 6ei!e and i!ht 6ro$n interiors $ith 6ue iumination and chrome accents premium fee and ma"e it a car i"e no other 1vera en!th =mm> 1vera$ei!ht=mm> 1verahei!ht=mm> 1vera$hee6ase=mm> 3round cearance 2uetan"capacity=> Max, po$er =psrpm> Max tor8ue="!mrpm> Manua 2ront 6ra"e Rear 6ra"e

(( ?(N( ?((* * ?)( ( )N(%(** ?*,?+%(** ( speed for$ard $ith overdrive in +th4 (th .entiated Disc drum

94 I(B 1vera en!th =mm> 1vera$ei!ht=mm> 1verahei!ht=mm> 1vera$hee6ase=mm> 2uetan"capacity=> Miea!e Max, po$er =psrpm> Max tor8ue="!mrpm> Manua 2ront 6ra"e Rear 6ra"e Stee $hee Aoy $hee

N( ?@?* ?(*( (( +( +,+ +)** ??,)+%*** ( speed for$ard $ith overdrive in +th4 (th Disc drum -ra%Ma!na Sport7%asta%


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The uxury hatch is hotter than ever in its ne$ avatar $ith 06er 2eatures% 06er Stye and 06er Po$er, The a ne$ i'3en i* is your tic"et to the 06er Life $ith attention to detai that ma"es it not 5ust a stye statement 6ut aso a ifestye statement,

*4 Accent The shape is fresh and m odern% 6ut the name is one th at the customer "no$ sand can trust, This is Hyundai Accent% the atest !eneration of HyundaiFs su6compact famiy car, It has a the time'honored 8uait ies you have come to expect of a Hyundai ' reia6iity and dura6iity% innovation and practicaity% safety and economy ' cothed in an eyecatchin! ne$ profie, Accent% $here pedi!ree is aied to pro!ress, Hyundai Accent has 6een desi!ned "eepin! in mind the customer expectations from a true uxury sedan, Oith its smooth 6end of desi!n% a $ide and 6od !rie in chrome% 6onnet $ith character ines !ives you a true uxury fee,

1vera en!th =mm> 1vera$ei!ht=mm> 1verahei!ht=mm> 1vera$hee6ase=mm> 2uetan"capacity=> Dispacement Turnin!radius=m> Max, po$er =psrpm> Max tor8ue="!mrpm> Manua

+* ?)N( ?+@* (** +(,*( ?NN cc (,? N()*** ?,@+%@** ( speed for$ard

Automatic 2ront 6ra"e Rear6ra"e

+ speed for$ard DiscNverfiated $ith foatin! caiper and pad $ear sensor> Drumtype=CBS>

!4S0, &4 SA#+A 2'


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1vera en!th =mm> 1vera$ei!ht=mm> 1verahei!ht=mm> 1vera$hee6ase=mm> 3round cearance 2uetan"capacity=> Dispacement Turnin! radius=m> Max, po$er =psrpm> Max tor8ue="!m,rpm> Manua 2ront 6ra"e Rear 6ra"e Drive train =$d>MA/0AL Drivetrain=+$d>MA/0AL

+)N* ?* ?)* @** * )+ ?NN (,? ?N@** +?**'(** ) speed for$ard DiscNverfiated $ith foatin! caiper and pad $ear sensor> Soid disc ?)N R , .3T ?@+R,.3T

Time and opportunities are !iven to everyone, The difference in happiness comes from $hether $e Esei7eE or EmissE the vaues% 6oth 6i! and sma% that every moment of our everyday ives has to offer, Storm ed!e the concept 6ehind the desi!n of the Santa fe% $hich captured the po$erfu yet fra!ie moment of nature in motion durin! the rise and fa of a storm, It seems to 6e tein! us that the 6riiant moments that $e shoud not miss are% in fact% ri!ht 6efore our eyes,

(4 +ucson The company dream $as to find the automotive e8uivaent of this incompara6e feein!, To !ive su6stance to fuidity, To en!a!e the senses and transate the many shades of ur6an ife into the most natura% intuitive vehice there is, It:s a dream that:s finay ta"en shape,

1vera en!th =mm> 1vera$ei!ht=mm> 1verahei!ht=mm> 1vera$hee6ase=mm>

++?* ?* ?)(( )+*

3round cearance 2uetan"capacity=> Type Seatin!capacity

* )+ Petrol (incudin!driver

Max, po$er=psrpm> Max tor8ue="!mrpm> Manua R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

?))(%(** *,?+)+%*** ( speed for$ard

diesel (incudin!driver

?@@+*** N?**'(** ) speed Pa!e


2ront 6ra"e Rear 6ra"e

.entiated disc Soid disc

(49 I#+R.$0C+I.# .2 LA3MI H-0#$AI #'PAL

Laxmi Intercontinenta Pvt, Ltd, is a soe importer and distri6utor of Hyundai .ehices for /epa, It deas $ith a fu ran!e of Hyundai vehices from Santro =passen!er car> to Santa 2e =S0.>, Laxmi Intercontinenta Pvt, Ltd, started importin! and sein! Hyundai 6rands of vehice in /epa after the ac8uisition of distri6utorship in 2e6ruary **N, The companyFs main aim $as not ony the saes of Hyundai vehices 6ut aso to provide 8uaity after saes service to its vaued Hyundai Customers, In order to achieve this aim% Laxmi Hyundai Company has opened its sho$rooms and service centers across /epa, Laxmi Hyundai is continuousy $or"in! to$ards providin! its existin! as $e as prospective customers $ith 8uaity service $hether it is saes or after saes services, It has esta6ished sho$rooms in the heart of #athmandu vaey foo$in! Hyundai standard !uideines $here customer $oud fee Ka difference $ith the different "inds of 6uyin! experience, Saes staff appointed in the sho$room is friendy% $e informed a6out Hyundai vehices and very passionate a6out their $or", They ma"e sure that customers fee comforta6e and satisfied, The CompanyFs sho$room s have 6een opened in different strate!ic ocations of the "in!dom =#athmandu> $ith the intention of providin! customers an improved service in terms of 8uaity% space and am6ience, In these sho$rooms% customers fee a peasura6e 6uyin!' experience,


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Simiary% the CompanyFs after saes service and parts faciities foo$s the HyundaiFs 3o6a Auto Servicin! offerin! the fu ran!e of after saes service faciities throu!h its hi!h tech e8uipment:s and $e trained and fuy motivated technicians, Company Profile #ame of .rgani>ation -ear of 'stalishment

Laxmi Hyundai **N

#umer of 'mployees +urno7er

Soe distri6utor of Hyundai ?(* peope @ miion

Address

Thapathai% #athmandu% /epa

#ature of usiness

'xecuti7e $irector

An5anShrestha

/eneral Manager

/ira"arShrestha

Area of Mar6eting

oytiBhattarai

(4* $'AL'RS #'+D.R% .2 LA3MI H-0#$AI

In order to capitai7e the !ro$in! automo6ie mar"et outside the #athmandu vaey% it has aso esta6ished su6'deaers at various ocations of the country, Ta6e 6eo$ presents the ocations of the su6'deaers of Laxmi Hyundai Company throu!hout the country S4#4

$ealersSu8$ealers Locations

$e7elopment Region

?,

Dhan!adi

2ar'$esternDeveopmentRe!ion

,

Dan!

,

/epa!un5

+,

But$a

(,

Po"hara

),

Bhairaha$a

@,

/arayan!adh

,

#athmandu

N,

Banepa

?*,

Bir!un5


Mid'$estern Deveopment Re!ion

Oestern Deveopment Re!ion

Centra Deveopment Re!ion

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??,

Dama"

?,

Birtamod

-astern Deveopment Re!ion

The ta6e a6ove sho$s that the Laxmi Hyundai Company has covered a the five deveopment re!ions of the country and they have deaerssu6'dea ers in a strate!ic mar"et ocations of the country, Ma5orities of the su6'deaers ocations are in Centra re!ion =+ nos> foo$ed 6y Oestern re!ion = nos>% -astern re!ion = nos>% and one each in Mid and 2ar $estern re!ions,

2igure (4&" $ealers #etor6 in #epal (4; %'- 20#C+I.#S .2 LA3MI H-0#$AI

The foo$in! are the ma5or "ey functions of the company

•

Importin! of Hyundai .ehices from #orea and India Distri6utin! those vehices throu!hout the country /epa throu!h deaers Providin! customer:s 8uaity of services CompanyFs sho$rooms have 6een opened $ith the intention of providin! customers

•

improved services in terms of timeiness% 8uaity% space and am6ience Hepin! them in !ettin! oans from Ban"

• • •


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•

Providin! 8uaity of information in terms of vehice $henever needed

2igure (4(" Laxmi Hyundai Shoroom

2igure (49" Daiting room at Laxmi Hyundai #epal


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2igure (4*" Ma5or ,ehicles Emodelsrand< deal y Laxmi Hyundai #epal (4) C.MP'+I+.R?S I#2.RMA+I.#

There are a num6ers of deaersimporters deain! $ith different 6rands of vehices in /epa, They import these vehices mainy from India and other countries such as apan% #orea and Chec" Repu6ic9 ho$ever% ma5orities of the vehices are imported from India, The ma5or deaersimporters of different vehice 6rands in /epa are as foo$s

Sipradi +rading Pri7ate Ltd ES+PL< has 6een the excusive distri6utor of Tata Motors Ltd

in /epa since ?N, STPL is an IS1 N**?** certified company , STPL ses and services the fu ran!e of Tata Motors: commercia and passen!er vehices, The company has the ar!est saes and service distri6ution net$or" throu!hout /epa $ith N saes offices and ( re!iona service centres, Hansra5Hulaschand and Company =HH Company>% the authori7ed distri6utor of Daihatsu

motors for /epa% has 6een sein! Daihatsu cars in /epa for years, They directy import the motors from apan, Saya6ar Ltd imports H1/DA vehices from apan Continental +rading 'nterpriseshas 6een under operation for over t$o decades deiverin!

the 6est in cass 6rands #IA vehices and un6rided service to /epa from #orea,


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Chaudhary /roup EC/< Compan y imports and deas MAR0TI S0J0#I vehices from

India MAD 'nterprises P7t4 Ltd4 imports and deas S"oda vehices from India and Chec"

Repu6ic Poo5a International P7t4 Ltd4 imports and deas .o"s$a!en vehices from India Agni Incorporated P7t4 Ltd imports and deas Mahindra vehices from India /olcha /roup imports and deas 2ord vehices from India !atas /roup imports and deas 2iat vehices from India

Laxmi Intercontinental P7t4 Ltddeas H-0#$AI vehices imported from #orea and India ,ehicles !rand Company$ealer

Laxmi intercontinenta

Imported

H&0/DAI

Imported from

#orea and India

ContinentaTradin!-nterprises

#IA

#orea

Chaudhary3roupCompany

MAR0TIS0J0#I

India

#umaraAutoCentre

MITS0BISHI

apan

Saya"ar Ltd,

H1/DA

apan

Hansra5HuaschandandCompany

DAIHATS0

apan

0nitedTradersSyndicate

T1&1TA

SipradiTradin!Pvt,Ltd,

TATAMotors

apan India

MAO-nterprisesPvt,Ltd

S"oda

IndiaandChec"Repu6ic

Poo5aInternationaPvt,Ltd,

.o"s$a!en

India


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A!niIncorporatedPvt,Ltd

Mahindra

India

3ocha 3roup

2ord

India

Batas 3roup

2iat

India

Source" Collected from respective websites of dealers

MA-OR IM!ORTERS4DEALERS O5 DI55ERENT +E%ICLE .RANDS IN NE!AL( (4 SD.+ A#AL-SIS .2 +H' C.MPA#-

SO1T anaysis of the Laxmi Hyundai Company identifies and anayses the main interna and externa factors that $i infuence the future direction and success of the or!ani7ation and its 6usiness, It comprises of stren!ths and $ea"nesses $hich are the “internal factors” and opportunities and threats $hich are the “external factors” that affects the or!ani7ation, Such anaysis heps mana!ers in strate!ic pannin!, SD.+ analysis of Laxmi Hyundai Company is as follo"

S+R'#/+H

Mana!ed 6y experts

.PP.R+0#I+I'S

3ood reputation and trust amon! the customers and deaers

Many Branches and deaers Increased customer 6ase Competent Human Resource decine in 6an" interest rates on auto oans Oe defined poicies% rues and re!uations aon! $ith easy financin! services Better servicecustomer satisfaction Profound !ood$i and customers trust

Rapid road $idenin! and extension

Internationa Affiiation D'A%#'SS

+HR'A+


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'Centrai7ed decision ma"in!

Lac" of sta6e !overnment

Su65ective empoyee Appraisa System

/o cear !overnment rues and re!uations Heavy custom duties and taxes on vehices import hei!htened competition in the sector

(4F 20+0R' /R.D+H A#$ PR.SP'C+S The company has the opportunity of 6ecomin! the ar!est company in /epa 6y esta6ishin! ar!e num6er of sho$ rooms in rura and ur6an areas, Providin! !ood service faciity to the customers, Introducin! ne$ technoo!y adopted for four $heeers ,1penin! ar!e service 6ranches, Introducin! hi!h miea!e !ivin! cars and ess cost,

Adoptin! internationa

standards in its services and understandin! !o6a re8uirements,Hyundai

!ains are comin!

from the sma utiity se!ment, /ationay% utiities are expected to !ro$ at amost t$ice the rate of the overa industry durin! the next five years,Mar"et share of Hyundai in /epa is !ro$in! at a faster rate than any of its competitors at present and $i ead to a num6er one automo6ie importer company in near future,


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CHAP+'R" 9 TH-1R-TICAL BAC#3R10/D 12 TH- ST0D&


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94& C0S+.M'R R'LA+I.#SHIP MA#/'M'#+ According to Asho6adutt head of Citi !an6 “the idea of CRM is to 6no the indi7idual customer intimately1 so that the company has a customi>ed product ready for him e7en efore he as6s for it4”

Many companies are intent on deveopin! stron!er 6onds $ith their customers'caed KCustomer Relationship Management ECRM<4 This is the process of mana!in! detaied information a6out individua customer and carefuy mana!in! a the customers Ktouch points $ith the aim of maximi7in! customer oyaty, Oe can no$ see the importance of 5ust findin! customers% 6ut of "eepin! and !ro$in! them as $e, Reationship mar"etin! is oriented to$ard on! term, Today:s smart companies not ony $ant to create customers% they $ant to Ko$n them for ife, The ai m of Customer Relation ship Management ECRM< is to produce hi!h customer e8uity is the tota of the discounted ifetime vaues of a of the firm:s custom er e8uity% rust9 Jenitha and Lemon distin!uish three drivers of customer e8uity9 vaue e8uity% and reationship e8uity, Customer relationship management ECRM< is a system for managing a company?s interactions ith current and futurecustomers4 It in7ol7es using technology to organi>e1 automate and synchroni>esales1 mar6eting1 customer ser7ice1 and technical support 94( +-P'S Mar6eting and Customer Ser7ice

CRM systems trac" and measure mar"etin! campai!ns over mutipe net$or"s, These systems can trac" customer anaysis 6y customer cic"s and saes, Paces $here CRM is used incude ca centers% heaviy used in socia media% direct mai% data stora!e fies% 6an"s% and customer data 8ueries, CRM in customer contact centers

CRM systems are customer reationship mana!ement patforms, It is a patform for pro!ressin! the payments and other reated 8uery mana!ement, Their !oa is to trac"% record% store in data6ases% and then data mine the information in a $ay that increases customer R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

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reations The CRM codifies the interactions 6et$een you and your customers% So that you can maximi7e saes and profits usin! anaytics% to !ive the users as much information on $here to focus your mar"etin!% customer service to maximi7e revenue% and decrease ide and unproductive contact $ith your customers, The CRM soft$are is instaed in the contact centers% and hep direct customers to the ri!ht a!ent or sef'empo$ered "no$ed!e, CRM soft$are can aso 6e used to identify and re$ard oya customers over a period of time, CRM in !(! mar6et

The modern environment re8uires one 6usiness to interact $ith another via the $e6, Accordin! to a S$eeney 3roup definition% CRM is Ka the toos% technoo!ies and procedures to mana!e% improve% or faciitate saes% support and reated interactions $ith customers% prospects% and 6usiness partners throu!hout the enterprise, It assumes that CRM is invoved in every BB transaction Despite the !enera notion that CRM systems $ere created for the customer'centric 6usinesses% they can aso 6e appied to BB environments to streamine and improve customer mana!ement conditions, BC and BB CRM systems are not created e8uay and different CRM soft$are appies to BB and BC conditions, BB reationships usuay have on!er maturity times than BC reationshi ps, 2or the 6est eve of CRM operation in a BB environment% the soft$are must 6e personai7ed and deivered at individua eves, 949 2.0R C?S .2 C0S+.M'R R'LA+I.#SHIP MA#A/'M'#+ Correlate"

A series of transaction and interaction that ma"e up a diao!ue 6et$een customerchanneend user and or!ani7ation, Comine"

The mappin! and mana!ement interaction points 6et$een a customerchanneend user and or!ani7ation, Cogni>e"

The insi!ht !ained throu!h capture and anaysis of detaied information it to create continuous earni n! from the data $are house and "no$ed!e 6ase that is created% inte!rated and anay7ed,


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Connect"

The appication of insi!ht to create reevant interaction or communication $ith consumers% customers% channes% suppiers and partners that 6uid vaue reationship, CRM1 H4 Peer Mahmed1 A4 Sagade7an

94* C0S+.M'R R'LA+I.#SHIP MA#A/'M'#+ C-CL'

0#$'RS+A#$ A#$ $I22'R'#+IA+'

Oe cannot have a reati onship $ith customers uness $e unde rstand them $hat they vaue% $hat types of service are important to them% ho$ and $hen they i"e to interact% and $hat they $ant to 6uy, True understandin! is 6ased on a com6ination of detaied anaysis and interaction, Severa activities are important •

Profiin! to understand demo!raphics% purchase patterns and channe preference,

•

Se!mentation to identify o!ica uni8ue !roups of customers that tend to oo" ai"e and 6ehave in a simiar fashion, Ohie the promise of Eone'to'oneE mar"etin! sounds !ood%


Pa!e


$e have not seen many or!ani7ations that have mastered the art of treatin! each customer uni8uey, Identification of actiona6e se!ments is a practica pace to start, •

Primary research to capture needs and attitudes,

•

Customer vauation to understand profita6iity% as $e as ifetime vaue or on!'term potentia, .aue may aso 6e 6ased on the customerFs a6iity or incination to refer other profita6e customers, Anaysis and research aone% ho$ever% are insufficient, To create and foster a reationship% $e have to act on $hat $e earn a6out customers, Customers need to see that $e are differentiatin! our service and communications 6ased 6oth on $hat $eFve earned independenty and on $hat theyFve tod us, At the same time% differentiation shoud 6e 6ased on the vaue customers are expected to deiver, $','L.P A#$ C0S+.MI'

In the product'oriented $ord of yesterday% companies deveoped products and services and expected customers to 6uy them, In a customer'focused $ord% product and channe deveopment have to foo$ the customerFs ead, 1r!ani7ations are increasin!y deveopin! products and services% and even ne$ channes% 6ased on customer needs and service expectations, Most or!ani7ations today are not a6e to cost'effectivey customi7e products for individua customers, Ho$ever% product s% services% channes and media can 6e customi7ed 6ased on the needs of 8uantitative customer se!ments, The extent of customi7ation shoud 6e 6ased on the potentia vaue deivered 6y the customer se!ment, Interact and $eli7er

Interaction is aso a critica component of a successfu CRM initiative, It is important to remem6er that interaction doesnFt 5ust occur throu!h mar"etin! and saes channes and media9 customers interact in many different $ays $ith many different areas of the or!ani7ation incudin! distri6ution and shippin!% customer service and onine,


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To foster reationships% or!ani7ations need to insure that •

A areas of the or!ani 7ation have easy access to reevant% actiona6e customer information,

•

A areas are trained ho$ to use customer information to taior interactions 6ased on 6oth customer needs and potentia customer vaue, Oith access to information and appropriate trainin!% or!ani7ations $i 6e prepared to steadiy increase the vaue they deiver to customers, Deiverin! vaue is a cornerstone of the reationship, And remem6er% vaue is not 5ust 6ased on the price of the product or the discounts offered, In fact% customer perceptions of vaue are 6ased on a num6er of factors incudin! the 8uaity of products and services% convenience% speed% ease of use% responsiveness and service exceence, Ac@uire and Retain

The more $e earn a6out customers% the easier it is to pinpoint those that are producin! the !reatest vaue for the or!ani7ation, Those are the customers and customer se!ments that $e $ant to cone in our prospectin! and ac8uisition efforts, And% 6ecause $e continue to earn a6out $hat is vaua6e to each se!ment% $eF 6e much more i"ey to score a E$inE $ith the ri!ht channe% ri!ht media% ri!ht product% ri!ht offer% ri!ht timin! and most reevant messa!e, Successfu customer retention 6asicay invoves !ettin! it Eri!htE on an on!oin! 6asis, Successfu customer retention is 6ased very simpy on the or!ani7ationFs a6iity to constanty deiver on three principes •

Maintain interaction9 never stop istenin!,

•

Continue to deiver on the customerFs definition of vaue,

•

Remem6er that customers chan!e as they move throu!h differin! ife sta!es9 6e aert for the chan!es and 6e prepared to modify the service and vaue proposition as they chan!e, And so the cyce continues, As you move from one sta!e to the next% you !ain insi!ht and understandin! that enhances your su6se8uent efforts, &our deveopment initiatives


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simutaneousy 6ecome increasin!y sophisticated as does your impementation of CRM processes,


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CHAP+'R G * DATA A/AL&SIS 4 I/T-RPR-TATI1/


Pa!e


+ale * 4&" Ta6e sho$in! the num6er of peope $ho possessed a car, Possessingacar &es /o Tota

Innumers (* ?( )(

Inpercentage @@  ?**

Analysis" 1ut of the )( respondents (* of them possessed a car and the rest of ?( didn:t possess a car, Chart *4&"Ta6e sho$in! the num6er of peope $ho possessed a car,

!eople %a'in Car

yes

-

no 

Interpretation" Ma5ority of the respondent i,e, @@ of them $ere the o$ner of the car,

+ale *4( Ta6e sho$in! the Source of A$areness,


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Aareness /e$spaperma!a7ines Socia Media 2riends Oe6sites 1ther Tota

Innumers 

Inpercentage )*

*

 ?? * *? (*

? ?* + ?**

Analysis" 2rom the a6ove ta6e% )* said that they 6ecame a$areness throu!h the

/e$spaperma!a7ine: advertisement % ? said that they came to "no$ a6out the Laxmi Hyundai throu!h friends and reatives % said thr ou!h socia media: % ?* said it is $e6site: and ony +: specified as others, Chart *4( Chart sho$in! the Source of A$areness

Sour"e O# Aareness *ewspaper &Maga7ines

.+/ .C C

1+

2riends ;ther

'ocial Media ebsites

Interpretation" Ma5ority of the respondent i,e, )* found that the ne$spaper and ma!a7ine

advertisement has payed a ma5or roe in creatin! a$areness amon! the peope,


Pa!e


+ale * 49"Ta6e sho$in! ho$ respondent find the Am6ience of the sho$room, Amience -xceent 3ood Satisfactory Poor .ery poor Tota

Innumers ( ?( * * * (*

Inpercentage (* * ?) *+ * ?**

Analysis"(*  of respondent optin! that the am6ience of the sho$room is Kexceent% *

of them found it K!ood,?)  of them stated it to 6e Ksatisfactory and very ess + stated it is Kverypoor, Chart *49 Chart sho$in! ho$ respondent find the Am6ience of this sho$room,

Am6ien"e O# The Shoroom .1

0xcellent

/

+

'atifactory (oor "ery poor

Interpretation" Ma5ority of the respondents stated that the am6ience of the sho$room is

EexceentE as stated 6y (* of the customers $hich is a !ood indicator for the sho$room,


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+ale * 4*" Ta6e sho$in! the staff responsiveness to$ards the customer at sho$room,

Staffresponse

Innumers

.ery Cooperative Cooperative Responsive /on'cooperative Hi!hynon'Cooperative Tota

*N ??  * ** (*

Inpercentage

?  () + ** ?**

Analysis" The a6ove ta6e sho$s that% most of the customer i,e,?  of them found the sho$

room staff to 6e Kvery cooperative % stated asKco'operative% a ma5or percenta!e i,e, () of them fet the staff is responsive: than cooperative =respond ony $hen as"ed% $ithout havin! any persona initiation>%+ of them rated the staff to 6e Knon'cooperative and none of them rated as Khi!hy non'cooperative,

Sta7 Response "ery co=operative

+

?

:o=operative Responsive

()



*on=:ooperative 4ighly non=:ooperative

Chart

*4*"

Chart sho$in! the staff responsiveness to$ards the customer at sho$room,


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Interpretation" Ma5ority of staff response is found to 6e EResponsiveE rather than co'

operative, It seems Staff doesnFt respond unti as"ed for $hich may ead to ne!ative impact on the perception of the customers a6out this sho$room,

+ale * 4;" Ta6e sho$in! the Time ta"en 6y receptionist in attendin! a customer ca,

+ime+a6en

.ery 8uic"

Innumers

Inpercentage

+



Guic"

*

?@

Reasona6e

?

)

Deayed .ery much Deayed

*+

*

*

Tota

*+ (*

?**

Analysis" Accordin! to a6ove ta6e it sho$s that the  of the respondent state d it as K very 8uic"%?@ of respondent stat ed it as K8uic"% time ta"en is Kreas ona6e as stated 6y )

of the respondent  of them found it to 6e Kdeayed% + said it is K very much deayed K, Chart *4;" Ta6e sho$in! the Time ta"en 6y receptionist in attendin! a customer ca

Time Taken In Attendin a Call "ery Fuic

C / C .1

Fuic Resonable Delayed

1


"ery much Delayed

Pa!e


Interpretation" Time ta"en to provide the services re8uired 6y the customers is considered as

Ereasona6eE 6y the most of the respondent =i,e, )>,

+ale *4)" Ta6e sho$in! the Saes executive roe in expanation the features of car to

customer, 'xplanation Convincin! Satisfactory 0ness as"ed Tota

I##0M!'RS ? ? * (*

I#P'RC'#+A/' + ) +* ?**

Analysis" 1ut of the (* respondent % + of them fet the expanation to 6e

Kconvincin!%) fet it as K satisfactory K and ma5or percenta!e +* fet it to 6e K non' convincin! , Chart *4)" Chart sho$in! the Saes executive roe in expainin! the features of car to

customer


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Sales E$e"uti'e !er#orman"e

-/

:onvincing 'atisfactory

/+

#nless ased

1

Interpretation" Ma5ority of the respondent i,e, +* found the saes executive don:t expain

the entire feature uness as"ed 6y the customer,

+ale *4" Ta6e sho$in! the respondent opinion a6out the process invoved in providin!

financia faciities, Processing procedure .ery simpe Simpe Moderate Compex .ery Compex Tota

I# #0M!'RS ** *? ) N + (*

I# P'RC'#+A/' **  ? ? ) ?**

Analysis" Accordin! to the a6ov e ta6e ) of the res pondent stated

that K process K

invoved for financia faciities are K very compex%? stated it to 6e Kcompex K%? to 6e Kmoderate and 1ny  of them stated it to 6e Ksimpe,


Pa!e


Chart *4" Chart sho$in! the respondent opinion a6out the process invoved in providin!

financia faciities,

!ro"ess In'ol'ed in !ro'idin 5inan"ial 5a"ilities -A .-A

very simple 'imple .CA

Moderate :omplex

1CA

"ery :omplex

Interpretation" Ma5ority of the respondent i,e, ) considered the process to 6e very

compex, , They didn:t find it to 6e very convenient and simpe,

+ale * 4F" Ta6e sho$in! avaia6iity of Coor variants for customer in the sho$room, A7ailaility of colors Oide Limited .ery fe$

In numers *)  ??


In percentage ? ))  Pa!e


Tota

(*

?**

Analysis" 2rom the a6ove ta6e it can 6e understood that imited ran!e: of coors is avaia6e

in this sho$room as stated 6y )) of the respondent% ? stated that this sho$room contains $ide coors and  stated Kvery fe$ ran!e of coor,

Chart *4F" Chart sho$in! avaia6iity of Coor variants for customer in the sho$room,

A'aila6ility O# Colors --

.- ide 3imited "ery few

11

Interpretation" Ma5ority of the respondent i,e,)) stated that the avaia6iity of varied coors in this sho$room seems to 6e imited ,It sho$s that customer is !iven a imited choice

in matter of coor of the car,


Pa!e


+ale * 4J" Ta6e sho$in! respondent i"einessin su!!estin! to other friends 4 reatives, Suggesting to friends &es /o Tota

In numers  ? (*

In percentage @) + ?**

Analysis" Accordin! to a6ove ta6e it sho$s that% @) of the customers are very i"ey to

su!!est this sho$room to their friends  reatives, The + of the customers are reuctant to su!!est these sho$rooms to friendsreatives, Chart *4J" Chartsho$in! respondent i"einess in su!!estin! to other friends 4 reatives 4

Customer Suestin To Other -/

yes *o

1

Interpretation" Ma5ority of the respondents i,e, @) are ready to su!!est the car to other, It

is an indication of hi!h satisfaction eve andcustomers are happy $ith the service provided 6y the sho$room,


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+ale *4&B" Ta6e sho$in! the reason for su!!estin! the sho$room to others, Reasons Guic" Service Timey Response 2riendy Atmosphere Trust Oorthiness Infrastructure

Innumers ? N @ ?N *

Tota

Inpercentage + ? ?+  )

(*

?**

Analysis  of the respondents stated the reasons of Ktrust $orthiness%+ of the

respondents stated K 8uic" service % ? respondent stated KTimey response% ?+ state friendy atmosphere and ony ) for infrastructure% Chart *4&B" Chart sho$in! the reason for su!!estin! the sho$room to others,

Reason to Suest Other 1

>uic service -/

timely response friendly atmosphere

C .C ./

trust wortiness infrastructure

Interpretation" Ma5ority of the respondent i,e,  considered the trust $orthiness to 6e the

reason for su!!estin! the sho$room to other,

+ale *4&&" Ta6e sho$in! the customer opinion a6out the e8uipment:s efficiency in the

sho$room for the purpose of maintenance of the cars,


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Aility of shoroom -xceent 3ood Satisfactory Poor .ery poor Tota

Innumers ?N *) ?+ *@ *+ (*

In percentage  ?  ?+  ?**

Analysis"  of the respondent rated it as exceent as compared to other sho$room another

ma5ority of respondents i,e,  of them stated it as Ksatisfactory, ?+ of the respondent said it is Kpoor, ?  stated as K!ood and ony  stated Kvery poor, Chart *4&&" Chart sho$in! the customer opinion a6out the e8uipment presence in the

sho$room for the purpose of maintenance of the cars,

E8uipments e9"ien"y 

0xcellent

?+



'atisfatory (oor

 ?

"ery (oor

Interpretation" 1ut of (* customers% Ma5orit y of customer stated thatthe sho$room has

exceent e8uipment in maintainin! the cars,

+ale *4&(" Ta6e sho$in! any inconvenience fet 6y customer after eavin! their car for

service, Incon7eniencefelt /ever

Innumers 


Inpercentage )) Pa!e


Sometimes A$ays Tota

? * (*

+ * ?**

Analysis" )) of the respondent have Knever fet any inconvenience% $hereas + have fet

Ksometime and none of them have fet Ka$ays, Chart *4&(" Chart sho$in! any inconvenience fet 6y customer after eavin! their car for

service,

In"on'enien"e 5elt 6y Customer

/

*ever 'ometimes

11

Always

,

Interpretation" As ma5ority of )) of respondent had positive attitude to$ards the customer

service of Laxmi Hyundai,


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+ale *4&9" Ta6e sho$in! $hether the customer had raised any compaints a!ainst the

pro6em faced 6y himher to the mana!ement,

ComplaintRaised &es

Innumers ?)

/o Tota

+ (*

Inpercentage *

@* ?**

Analysis" As * respondent say that they have raised some issue $here as @* of the

respondent says that they haven:t raised any issue ti date, Chart *4&9" Chart sho$in! $hether the customer had raised any compaint a!ainst the

pro6em faced 6y himher to the mana!ement,

Complaint Raised +

9es *o

+

Interpretation" As ma5ority of respondent i,e, @* had repied that they never had to

approach the mana!ement for any pro6ems,


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+ale *4&*" Ta6e sho$in! reasons for compainin!, IssueRaised Oron!communication6ysaesman Actua6iexceedin!theestimated6i 2ainperformanceofthecarafterservice Deayinhandin!overthevehices Infrastructure

Innumers ) +   ?

Tota

Inpercentage @ ( ? ?N )

?)

?**

Analysis " As @ respondent repied that the issuepro6em faced 6y them $as the $ron!

communication 6y the saesman% $hereas ( of respondent repied that their actua 6i exceeded the estimated 6i%? repied fa in performance of the car after service%?N stated deay in handin! over the vehices and ) had issue on infrastructure, Chart *4&*" Chart sho$in! reasons for compainin!,

Issue o# Complaint Raised .y Respondent rong communication by salesman .? .B

1

BC

-E

Actual bill exceeding the estimated bill

2all in performance of the Delay in handling over car after service the vehicles Infrastructure

Interpretation" As ma5ority @ respondent had pro6em on $ron! communication 6y saes

man,

+ale * 4&; Ta6e sho$in! $hether the pro6em $as ceared 6y the mana!ement or not, Complaintsol7ed

Innumers


Inpercentage Pa!e


&es /o Tota

?  ?)

? ?N ?**

Analysis"Maximum percenta!e of respondent i,e, ? repied that there pro6em $ere

soved 6y the mana!ement %$hereasthe rest ?N stated that their pro6em $ere not ta"en care 6y the mana!ement, Chart *4&;" Chart sho$in! $hether the pro6em $as ceared 6y the mana!ement or not,

!ro6lem Sol'ed 6y Manaement .? yes *A C.

Interpretation" As ma5ority of respondent =?> $ere satisfied $ith the mana!ement% as

their pro6em $ere ta"en !ood care 6y the Laxmi Hyundai mana!ement,

+ale * 4&)" Ta6e sho$in! duration to sove the issue 6y the mana!ement, $uration to sol7e the issue Oithin fe$ hours Oithin day ?

In numers ) 


In percentage +)  Pa!e


$ee" Oith ? More than $ee" ? More than $ee"  Tota

 ? ?

?(   ?

?**

Analysis "As +) respondent repied that their issue $ere soved $ith in fe$ hours 6y the

mana!ement 6ut rest  repied $ithin ? day%?( repied $ith in ? $ee"% repied more than ? $ee" and   more than  $ee" for their pro6em to 6e soved 6y the mana!ement, Charts *4&)" " Ta6e sho$in! duration to sove the issue 6y the mana!ement,

Timetaken to Sol'e the Issue within . hour C

C

.E

within . day /1

within . wee more than . wee more than - wee

-

Interpretation" As ma5ority +) respondent had positive response for their issue $hich $as

send to the mana!ement, As their compaints $here repied $ith in ? hour after their compaint 6ein! re!istered, This $as due to !ood CRM techni8ues used 6y Laxmi Hyundai to face and hande compaints,

+ale * 4&" Ta6e sho$in! ho$ the customers rate the service after sae, Aftersalesser7ice -xceent 3ood Satisfactory Poor

Innumers  ?* N *(


Inpercentage ) * ( ?*

Pa!e


.ery Poor Tota

*

) ?**

?**

Analysis" ( of the respondents stated the Kafter saes service to 6e satisfactory, This

sho$s that the after saes service in not such effective as stated 6y the respondents% * of the respondents said that $as K!ood% ony ) as exceent and amost ) found it to 6e Kpoor and Kvery poor, Chart *4&" Chart sho$in! ho$ the customer rates the service after sae,

A#ter Sales Ser'i"e ?*

0xcellent

) ) *

(

very poor

Interpretation "The Eafter saes serviceE is stated 6y most i,e, ( as EsatisfactoryE and a

very fe$ stated it as EexceentE and E!oodE,


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+ale *4&F" Ta6e sho$in! re!ardin! overa a experience of the customer $ith this

sho$room, .7erall experience -xceent 3ood Satisfactory poor .ery poor Tota

In numers ?@ ?* ? @  (*

In percentage + * ) ?+ ) ?**

Analysis" 1ut of the respondents% + have stated their experience as Kexceent% * as

K!ood% ) as Ksa tisfactory, ?+ have stated it as Kpoo r and ony ) stated it asve ry poor, This sho$s that on the $hoe customers are 5ust Ksatisfied $ith the services offered at this sho$room, Chart *4&9 " Chart sho$in! re!ardin! overa a experie nce of the customer $ith this

sho$room,

O'erall E$perien"e ?+

0xcellent

) +

) *

"ery poor

Interpretation" The overa experience of the customer is found to 6e EexceentE as state 6y

+ of the respondents,


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CHAP+'R" ; 2I/DI/3S% S033-STI1/S 4 C1/CL0SI1/


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2I#$I#/S 2rom the responses of (* customers the findin!s can 6e isted as ?, It has 6ee n found th at the ne$ spaper and ma! a7ine are the ma 5or source of a$ar eness a6out the deaer, , The am6ience of the sho$roomis EexceentE as stated 6y most of the customers, This is a !ood indicator for the sho$room, , The staff response is found to 6e EResponsiveE rather than co'operative, It seems EStaffE doesnFt respond unti as"ed for, This may ead ne!ative impact on the perception of the customers a6out this sho$room, +, Time ta"en to attend the cu stomerca is cons idered as Ereas ona6eE 6y the mos t of the respondent, (, It seems most of the customers found the Esaes executive expanationE 5ust ESatisfactoryE than EConvincin!E, 2e$ =* out of (*> even stated that saes executives donFt expain a the features uness as"ed, ), The process invoved in providin! financia faciities is considered as =) of respondents> as very compex 4 time consumin!, They donFt find it very convenient, @, As most of the cus tomer states that the Kafte r saes serv iceE provided 6y the sho$r oom is 5ust KsatisfactoryE therefore the company needs to 6e consider this issue seriousy in order to satisfy more customer in near future, , The avaia6iity of varied coors in this sho$room seems to 6e very imited as stated 6y most of respondents, It sho$s that customer is !iven a imited choice in matter of coor of the car, N, As much as @) of respondent have sta ted that they are ver y i"e y to su!!est this sho$room to their friendsreatives, , It is an indication of hi!h satisfaction eve and customers are happy $ith the service provided 6y the sho$room, ?*, As most of the respondent i,e ,  considered the trust $ort hiness to 6e the reason for su!!estin! the sho$room to other, ??, Most of respondent stated that the e8uipm ent used for the maintainin! the vehices $as exceent, ?, As most of the respondent had rep ied that they had never fet any inconveni ence after eavin! their car for service, It sho$s that Laxmi Hyundai has 6uit the trust in the mind of the customer, ?, The num6er of respond ent responded that they had never com e across any compaints or issued to 6e raised a!ainst the Laxmi Hyundai , This sho$s that Laxmi Hyundai $as providin! 6etter CRM,


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?+, 1ut of ?) respondent ony ) had an issue of compaint re!ardin! the $ron! communication 6y saes man so Laxmi Hyundai shoud provide proper trainin! to the saes person, &;4 Most of the respondents $ere satisfied $ith the mana!ement% as their pro6em $as ta"en !ood care 6y the Laxmi Hyundai mana!ement, ?), Ma5ority of the responde nt had positive response for their issue $hi ch $as send to the mana!ement, As their compaints $ere resoved$ithin ? hour after their compaint 6ein! re!istered, This $as due to !ood CRM techni8ues used 6y Laxmi Hyundai to face and hande compaints, ?@, Ma5ority of the customer state d that their overa experience to$ar ds the sho$room $as found to 6e Eexceent,

R'C.MM'#$A+I.#S An attempt has 6een made to su!!est to the CRM department of the sho$room a fe$ measures, These recommendations have 6een made $ithin the previe$ of the data avaia6e, ?, The staff shoud 6e trai ned on re!u ar 6as is% such that cust omers fin d them very co' operative,


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, The time ta"en in atten din! the cus tomer ca nee ds to 6e minimum,-ffective and es s time consumptions are the important factors% $hich determine customer reationship mana!ement, , The saes exec utive shoud 6e trained ade8 uatey so as to ECon vinceE the pote ntia 6uyers% 6ecause his performance on 5o6 has !reat impact on CRM, +, The process invoved in provi din! financia faciities needs to 6e made simpe as much of the respondents stated it to 6e compex and time consumin!, (, After saes service shoud 6e more customi7ed, A to free faciity shoud 6e introduced $hich hep the customer to define their pro6em, If possi6e a mo6ie unit can 6e maintained so that customer need not have to 6rin! car to the sho$room in case of any pro6ems, ), These days mo st of the peop e $ish to ha ve some !r aphics over the ir cars, This may 6e a mix of coor shades% some additiona comp onents etc, Sho$rooms may try to provide these "inds of customi7ed soutions not re8uirin! the customer to !o at some other pace, @, Most peop e $ho 6uy cars $ish to have fancy num6 ers, The y spend cons idera6e amounts to !et these fancy num6ers, Sho$rooms may $or" in this aspect and !et into a!reement $ith the re!istration office to provide these fancy num6ers $ithout ta"in! exor6itant char!e, , More -MI schemes can 6e introduced as customers find it more convenient in payin! a -MI, N, A ca to the customers as per the schedue of service to "no$ the $or"in! of car so that prompt service can 6e provided in case of need, ?*, -xtra offer to customer on referrin! to his friendsre atives, ??, Maintainin! the hi!h eve of custom er convincin!, ?, Introduce the onin e 6oo"in! faciities for custom er to service their cars, C.#CL0SI.#

1n the 6asis of simpe random sampin! the tota sampe si7e attended $as )( customers in $hich (* respondent $ere $ho o$ned the Laxmi Hyundai vehices, The data anaysis $as done $ith hep of techni8ues such as 8uestioner and different survey method, The proceedin! of this study $as done 6y a survey% $hich is an appropriate too to maintain the eve of customer Reations hip, A structured 8uestionnaire $as deveoped in the process, These toos heped in anay7in! the o6tained information or resuts $hich pro5ected certain findin!s and recommendations,


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2rom the research% severa issues are found $hich needs to 6e emphasi7ed for Laxmi Hyundai $as !reater success, Mar"etin! strate!y adopted 6y the or!ani7ation is attractin! hu!e customers, Ohat have 6een noticed after intervie$in ! around (* customers that amost @( of customers $ere happy and satisfied 6y the $or" of Hyundai /epa, This sho$s that the sho$room and a the service departments are most popuar amon! the customers and they are doin! the !reat 5o6, Based on the findin!s of the study it is su!!ested that Laxmi Hyundai shoud do fre8uent mar"et research on the 6asis of structured 8uestionnaire to understand the existin! mar"et situation and carry out the corrective measures or improvements as needed for saes promotion, Laxmi Hyundai Company shoud fre8uenty improve in its compaints handin! system of customers to effectivey mana!e such compaints of various customers and encoura!e customers to !ive more positive feed6ac" a6out the product and services, The mana!ement must 6e a6e to coect and documents compaint and use that information to identify dissatisfied customers, 2inay% ac" of sta6e !overnment% no cear !overnment rues and re!uations% heavy custom duties and taxes imposed on vehices import% acutehei!htened competition in the sector are some of the areas $here the !overnment shoud focus to improve and ma"e the 6usiness more ucrative,

BIBILI13RAPH&


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!I!ILI./RAPH-

?, Indian mana!ement , Principes of mar"etin! , Mar"etin! mana!ement Phiip #oter +, Mar"etin! research 3,C, Beri (, Customer Reationship Mana!ement ' Oiiam 3,7i"mund 'Raymond mc, eod% R '2aye O, 3i6ert ), TATA Mc, 3ra$ Hi% Mar"etin! Mana!ement •

•


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'Ra5anSaxena @, Customer reationship mana!ement a!dishsheth Atuparvatiyar 3 Shaniesh De sites' $$$,axmiHyndai,com $$$,3oo!e,com $$$,sciencedirect,com $$$,$ord$ide,hyundai,com $$$,$i"ipedia,com

:ournal " •

n5a77 , Chen% #aren Popovich% =**> E0nderstandin! customer reationship mana!ement =CRM> Peope% process and technoo!yE% Business Process Mana!ement ourna% .o, N Iss (% pp,)@ ' ) a!dishsheth thou!ht eader Adrian Payne% Pennie2ro$ = 2005> A Strate!ic 2rame$or" for Customer Reationship Mana!ement, ourna of Mar"etin! 1cto6er **(% .o, )N% /o, +% pp, ?)@'?@),

A//-Q0R-


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=0'S+I.##AIR'S

Dear customer% I am MBA s tudent of% R',A I#S+I+I0+' .2 +'CH#.L./A#$ MA#/'M'#+ doin! a survey on customer reationship mana!ement $ith re!ard to

this sho$room, I $oud 6e !ratefu to you if you coud spare a fe$ minutes to this 8uestionnaire, ?, i, ,

,

Do you o$n a car &es/o, If ye s% pe ase specify,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, Ho$ did you come to "no$ a6out Laxmi Hyundai Company i, /e$spaper

iii, 1thers%

Advertisement ii, Socia media

specifyUUUU iv, Oe6sites v, 2riends

Ho$ do you find the am6ience of this sho$room


Pa!e


i, ii, iii, iv, +,

-xceent .ery !ood 3ood Satisfactory

v, /eeds to 6e improved

Ho$ do you fee the staff responsiveness $hen you enter the sho$room

i, ii, iii, iv, (,

very Co'operative Co'operative Responsive /on'Co'operative

v, Hi!hynon'co'operative vi,

Ohat d o you fee  a6 out th e time ta"en 6y t he r eceptionist of th is service ce nter inattendin! your ca i, .ery 8uic" ii, Guic"

iii, Reasona6e iv, Deay

v, .ery much deay vi, ),

Ho$ do you find the saes executives expanation a6out the car features i, ii, iii, iv,

@,

Convincin! Satisfactory /on convincin! /on satisfied

v, 0ness as"ed vii,

Ho$ do yo u find th e process invoved in providin! th e financia faciities 6y sho$room i, .ery Simpe ii, Simpe iii, Moderate

iv, Compex v, very compex

, N,

Ho$ do you find the avaia6iity of choice of car coors in this sho$room ?*,

i, ii, iii,

Oide ran!e Limited .ery fe$


iv,

Pa!e


??,

Oi you su!!est this sho$room to your friendFsreatives i, &es

ii, /o

v, A, I f yes% 6ecause of

vi,

i, 8uic" service ii, Timey response iii, 2riendy atmosphere

vii, ?,

iv, Trust $orthiness v, infrastructure

vi, B, If /o% pease specify UUUUUUUUUUUUUUUUUUUU, Ho$ do yo u fee a6 out the e8uipment:s use d here to dea $i th ca rscompared to others i, -xceent ii, 3ood iii, Satisfactory

iv, poor v, very poor

vi, ?,

Have you fet inconvenience after eavin! yours car for service $ith the deaer i, ii, iii,

A$ays Sometimes /ever vii,

?+,

viii, ix,

Have you raised any compaint a!ainst the pro6eminconvenience faced 6y you to the mana!ement x, i, &es

ii, /o

iii, a> The i, issue raised 6y munication you $as reated to Oron! com ii, Actua 6i exceedin! the estimated 6i iii, Performance of car af ter service iv, Deay in deiverin! the vehices after service iv, 6> If yes% $as the pro6emissue attended and soved 6y the mana!ement i, &es ii, /o R-.AI/STIT0T-12T-CH/1L13&4MA/A3-M-/T

Pa!e


?(, i, ii, iii, ?),

v, c> Ho$ on! did the mana!ement ta"e to sove your issue i, Oithin fe$ hrs, ii, ? day iii, Oithin ? $ee" iv, More than ? $ee", v, /one vi, Ho$ do you rate after saes service of this sho$room -xceent 3ood Satisfactory

iv, v,

Poor .erypoor

Ho$ is yours overa experience $ith this sho$room


Pa!e

i, -xceent ii, 3ood iii, Satisfactory iv, v, vi, vii, viii, ix, x4 xi4 xii4

Persona profie /ame' 1ccupation' Address' Contact /o,

xiii4 xi74 +han6 you for 7aluale time4 x74

xvi, xvii, xviii, xix, xx, xxi, xxii, xxiii, xxiv, xxv,

xxvi,

Ser'i"e

xxvii,

:aitin

xxviii,

Repair

xxix,

Ser7ice area

xxx,

xxxi,

Spare parts

xxxii, xxxiii,

Paint !ooth

xxxiv,

Dheel alance and +yre change

xxxv, xxxvi,

$iagnosis

xxxvii,

:ashin

xxxviii$

Customer relationship management about Hundai

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