Grand Project Report on Suzuki Motorcycles

Emblem IDEA INSTITUTE OF MANAGEMENT & TECHNOLOGY 3rd Floor, Aroma High School, Ashram Road, Usmanpura, Ahmedabad-380013 Centre Code: 01535

“A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125CC”

By RAVIKUMAR N. CHAVDA 520845152 A project report submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to Sikkim Manipal University, INDIA

SIKKIM-MANIPAL UNIVERSITY OF HEALTH, MEDICAL AND TECHNOLOGICAL SCIENCES Distance Education Wing, Syndicate house, Manipal - 576104 1

STUDENT DECLARATION (ANNEXURE B)

I hereby declare that the project report entitled “A SURVEY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes.

Place: Date: _________________________

RAVIKUMAR N. CHAVDA Reg. No. 520845152

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EXAMINER’S CERTIFICATE (ANNEXURE C)

The project report of RAVIKUMAR N. CHAVDA entitled “A SUREVY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125” is approved and is acceptable in quality and form.

____________________ ____________________ Internal Examiner

External

Examiners

3

UNIVERSITY STUDY CENTRE CERTIFICATE (ANNEXURE D)

This is to certify that the project report entitled “A SUREVY ON CUSTOMER SATISFACTION OF SUZUKI ACCESS 125 ” submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration to Sikkim-Manipal University of Health, Medical and technological sciences. RAVIKUMAR N. CHAVDA has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes and that work has not been published in any journal or Magazine.

Reg.No.520845152

Certified ___________

_________ (Prof. Arnaz Bhatporia) 4

PREFACE In today’s competitive world the practical study forms an important part in each and every professional course. The MBA is a course in which the theoretical knowledge is backed by the practical study. That study is in the form of project. The Grand Project is one of the important parts of the curriculum. And each and every student has to work for the project. The Grand project enables the students to know more about the application of theoretical knowledge. The current situation of the market is made known to the students when they undertake the project. The project gives better insides into the application part of the theory. The companies in an industry and their operations can be better known by the students when they analyze the data. This project is on the survey on customer satisfaction level of Suzuki Access 125, Services of Suzuki dealer. We have analyzed the industry very deeply and carefully project.

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ACKNOWLEDGEMENT This is really a matter of pleasure for us to prepare a project report as it was included in our course by the SIKKIM MANIPAL UNIVERSITY. It gave us the opportunity to learn things practically what we learnt enterprise and their impact on the working of the company. I express my sincere gratitude to my faculty guide Prof. Ms. Arnaz Bhatporia of my institute and company guide Mr. Pareshbhai Mewada Marketing Manager SHIVALIK AUTOLINK PVT. LTD for his able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible. He continuously guided me till the last word of this project report and provided an excellent guidance to me. He made numerous valuable suggestions and corrections, which greatly improved the quality of work. The practical and theoretical knowledge that we have gained from them will help us in enhancing our career and managing things in the better way. I am immensely thankful to entire staff of college for their help and support they extended to me during the project.

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INDEX Sr. No. 1 2

3

4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 20

CONTENT EXECUTIVE SUMMARY ABOUT THE AUTOMOBILE INDUSTRY • BITRH OF AUTOMOBILE IN THE WORLD • INDIAN TWO WHEELER HISTORY ABOUT THE SUZUKI MOTORCYCLES • SUZUKI MOTORCYCLES GLOBAL HISTORY • SUZUKI MOTORCYCLES INDIA HISTORY • COMPANY PROFILE • MISSION OF SUZUKI PRODUCT OF SUZUKI MOTORCYCLES SHIVALIK SUZUKI (AUTHO, DEALEAR) MAJOR COMPETITORS CUSTOMER SATISFACTION OBJECTIVE OF THE STUDY SCOPE OF THE STUDY RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION FINDINGS CUSTOMER REVIEW SWOT ANALYSIS LIMITATION RECOMMEDATIONS CONCLUSION BIBLOGRAPHY APPENDIX (QUESTIONNAIRE)

Page No. 8 10 11 15 26 27 32 34 35 42 53 56 62 69 70 71 77 97 98 99 100 101 103 104 105

EXECUTIVE SUMMARY

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Satisfaction is a person’s feeling of pleasure or disappointment resulting from a comparing perceived performance in relation to his or her expectation. If the performance falls short of expectation, the consumer is dissatisfied. If the performance matches the expectations, he consumer is satisfied. If the performance exceeds expectation, the customer is highly satisfied or delighted. The study widely concentrates on the level of satisfaction amongst customers for which I did Exploratory Research to check the satisfaction level amongst the customers of Suzuki Access 125. This research was conducted in the Ahmedabad city. This research was done during the months of April and May. Hence the data displayed has been collected during the before mentioned period. To meet the research objectives, following activities have been performed.  An extensive search of relevant literature from news articles, internet,

books. This step guided the development of the methods and instruments for collecting data.  Designing the questionnaire.  Survey has been carried away by, one-on-one interviews. The Survey

included open-ended questions, dichotomous questions, and multiplechoice question.

 To know the image of product in the mind of consumer.

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 To compare the level of satisfaction before purchasing and after purchasing the Scooter.  To find out where people want to see the promotion schemes  To find out suitable location preferred by consumer  To know the most popular media for advertisement  To check the loyalty of the consumer towards the Suzuki brand  To know the most motivating factor for purchasing the bike  To know the preferable price from the customer  During this research it was found that Suzuki’s launched Access 125

has increased its market share by attracting new customers and helped to retain its old customers.

SMPIL, a company that is known for combining technology, quality and performance in their two wheeler, had taken an initiative to introduce some of their performance driven two wheeler in India this year. Suzuki has reported a growth of 47.66% in sales in the month of December ‘09 at 14806 units compared to 9986 units same month last year. This increase of sales is attributed to the tremendous response from the new product GS150R and ACCESS 125.

Suzuki would have to constantly innovate and come up with new products to maintain its dominance in the segment.

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BIRTH OF AUTOMOBILES IN THE WORLD The History of the automobile actually began about 4,000 years ago when the first wheel was used for transportation in India. Several Italians recorded designs for wind-driven vehicles. The first was Guido da Vigevano in 1335. It was a windmill-type drive to gears and thus to wheels. Vaturio designed a similar vehicle that was also never built. Later Leonardo da Vinci designed clockwork-driven tricycle with tiller steering and a differential mechanism between the rear wheels. In the early 15 th century, the Portuguese arrived in China and the interaction of two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By

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the 1600s, small steam-powered engine models were developed, but it was another century before a full-sized engine-powered vehicle was created. A Catholic priest named Father Ferdinan Verbiest is credited to have built a steam-powered vehicle for the Chinese Emperor Chien Lung in about 1678. There is no information about the vehicle, only the event. Since James Watt didn’t invent the steam engine until 1705, we can guess that this was possibly a model vehicle powered by a mechanism like Hero’s steam engine-a-spinning wheel with jets on the periphery.

Although by the mid-15 th century the idea of a self-propelled vehicle had been put into practice with the development of experimental vehicles powered by means of springs, clockworks, and the wind, Nicolas-Joseph Cugnot of France is considered to have built the first true automobile in 1769. Designed by Cugnot and constructed by M.Brezin, it is also the first vehicle to move under its own power for which there is a record. Cugnot’s three-wheeled steam-powered vehicle carried four persons and was meant to move artillery pieces. It had a top speed of a little more than 3.2 km/h (2 mph) and had to stop every 20 minutes to build up a fresh steam. Evans was the first American who obtained a patent for “a selfpropelled carriage.” He, in fact, attempted to create a two-in-one 11

combination of a steam wagon and a flat-bottomed boat, which didn’t receive any attention in those days. During the 1830’s, the steam vehicle had made great advances. But stiff competition from railway companies and crude legislations in Britain forced the poor steam vehicle gradually out of use on roads. Carl Benz and Gottlieb Daimler, both Germans, share the credit of changing the transport habits of the world, for their efforts laid the foundation of the great motor industry, as we know it today. First, Carl Benz invented the petrol engine in 1885 and a year later Daimler made a car driven by motor of his own design and the rest is history.

Daimler’s engine proved to be a great success mainly because of its less weight that could deliver 1000rpm and needed only very small and light vehicles to carry them. France too had joined the motoring scenario by 1890 when two Frenchmen Panhard and Levassor began producing vehicles powered by Daimler engine, and Daimler himself, possessed by the automobile spirit, went on adding new features to his engine. He built the first VTwin engine with a glowing platinum tube to explode the cylinder gasthe very earliest form of sparking plug. Charles Duryea built a motor carriage in America with petrol engine in 1892, followed by Elwood Haynes in 1894, thus paving the way for motorcars in that country. 12

For many years after the introduction of automobiles, three kinds of power sources were in common use: steam engines, gasoline or petrol engines, and electric motors. In 1900, over 2,300 automobiles were registered in New York, Boston, Massachusetts, and Chicago. Of these, 1,170 were steam cars, 800 were electric cars, and only 400 were gasoline cars.

In ten years from the invention of the petrol engine, the motorcar had evolved itself into amazing designs and shapes. By 1898, there were 50 automobile-manufacturing companies in the United States, a number that rose to 241 by 1908. In that year, Henry Ford revolutionized the manufacture of automobiles with his assembly-line style of production and brought out the Model T, a car that was inexpensive, versatile, and easy to maintain.

Herbert Austin and William Morris, two different carmakers, introduced mass production methods of assembly in the UK, thus paving the way for a revolution in the automobile industry. Austin Seven was the world’s first practical four-seater ‘baby car’ which brought the pleasures of motoring to many thousands of people who 13

could not buy a larger, more expensive car. Even the ‘bull-nose’ Morris with front mounted engine became the well-loved model and one of the most popular cars in the 1920s. Automobile manufacturers in the 1930s and 1940s refined and improved on the principles of Ford and other pioneers. Cars were generally large, and many were still extremely expensive and luxurious; many of the most collectible cars date from this time. The increased affluence of the United States after World War II led to the development

of

large,

petrol-consuming

vehicles,

while

most

companies in Europe made smaller, more fuel-efficient cars.

INDIAN TWO WHEELER HISTORY India is the second largest manufacturer and producer of two-wheelers in the world. It stands next only to Japan and China in terms of the number of twowheelers produced and domestic sales respectively. The Indian two-wheeler industry made a small beginning in the early 50s when Automobile Products of India (API) started manufacturing scooters in the country. Until 1958, API and Enfield were the sole producers. In 1948, Bajaj Auto began trading in imported Vespa scooters and threewheelers. Finally, in 1960, it set up a shop to manufacture them in technical collaboration with Piaggio of Italy. The agreement expired in 1971. In the initial stages, API dominated the scooter segment; Bajaj Auto later overtook

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it. Although various government and private enterprises entered the fray for scooters, the only new player that has lasted till today is LML.

Under the regulated regime, foreign companies were not allowed to operate in India. It was a complete seller market with the waiting period for getting a scooter from Bajaj Auto being as high as 12 years. The motorcycles segment was no different, with only three manufacturers viz Enfield, Ideal Jawa and Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially dominated the motorcycle segment.

The two-wheeler market was opened to foreign competition in the mid-80s. And then market leaders - Escorts and Enfield - were caught unaware by the onslaught of the 100cc bikes of the four Indo-Japanese joint ventures. With the availability of fuel-efficient low power bikes, demand swelled, resulting in Hero Honda - then the only producer of four stroke bikes (100cc category), gaining a top slot. The first Japanese motorcycles were introduced in the early eighties. TVS Suzuki and Hero Honda brought in the first two-stroke and four-stroke engine motorcycles respectively. These two players initially started with assembly of CKD kits, and later on progressed to indigenous manufacturing. In the 90s the major growth for motorcycle segment was brought in by Japanese motorcycles, which grew at a rate of nearly 25% CAGR in the last 15

five years. The industry had a smooth ride in the 50s, 60s and 70s when the Government prohibited new entries and strictly controlled capacity expansion. The industry saw a sudden growth in the 80s.

It was in the year 1954 that the Indian government ordered for total number of 800 motorcycles to man the Pakistani borders. In came the Bullets which were initially launched in England as a 350cc bike and it was upgraded to 500cc a year or so later. These bikes have remained unaltered, barring some cosmetic changes which have undergone over the years. Thus one can say without much of a doubt that the 1955 Bullet was one of the initial hits of the Indian two-wheeler industry and till today it continues to be a darling of the motorcycle enthusiasts. Enfield Bullet had a close competition with another sturdy bike named Rajdoot; as the bike was strong enough to handle the rough Indian roads. The company had roped in Indian Heman Dharmendra for the promotion of the bike. With more than 1.6 million vehicles on the road the Rajdoot motorcycle was one of the initial hits of the earlier years of two-wheeler history in the country. When heavy motorcycles were the order of the day, a relatively lighter bike had caught on the imagination of the Indian two wheeler user. Ind- Suzuki bike launched by the then TVS Suzuki group was an instant hit; however the bike could not sustain it's initial success due to the high import content in the vehicle and less of localization.

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In scooters Bajaj Chetak has been hugely responsible for adding momentum to the transport system of the country, till today it remains one of the most successful brands to have come out of the Bajaj stable. The scooter is named after the horse of legendary Rana Pratap Singh. These sets of two wheels have become a part of the Indian milieu and are often considered a representative of the Indian middle class aspiration. Very few two-wheelers have been able to emulate the success, which Bajaj Chetak has achieved over the years. Similarly LML Motors enjoyed a reasonable success with the launch of LML Select which came with new age technology and improved performance. The industry witnessed a steady growth of 14% leading to a peak volume of 1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with In 1990, the entire automobile industry saw a drastic fall in demand. This resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a production loss of 0.4mn vehicles. Barring Hero Honda, all the major producers suffered from recession in FY93 and FY94. Hero Honda showed a marginal decline in 1992. The reasons for recession in the sector were the incessant rise in fuel prices, high input costs and reduced purchasing power due to significant rise in general price level and credit crunch in consumer financing. Factors like increased production in 1992, due to new entrants coupled with the recession in the industry resulted in company either reporting losses or a fall in profits. India is one of the very few countries manufacturing three-wheelers in the world. It is the world's largest manufacturer and seller of three-wheelers.

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Bajaj Auto commands a monopoly in the domestic market with a market share of above 80%, the rest is shared by Bajaj Tempo, Greaves Ltd and Scooters India. a variometric scooter helped in providing ease of use to the scooter owners.

SEGMENTATION OF TWO WHEELER: A Two Wheeler Sector Sub-Segmenting in the three Segments .  Motorcycle  Scooter  Mopeds

TREND IN 2W VOLUMES BY CATEGORY:

TREND IN 2W SALES VOLUMES, DOMESTIC AND EXPORTS:

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Domestic Market Share for 2009-10 Passenger Vehicles

15.86

Commercial Vehicles

4.32

Three Wheelers

3.58

Two Wheelers

76.23

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GROWTH PROSPECTS AND KEY DRIVERS OF INDIAN TWO WHEELER INDUSTRY: The growth witnessed by the Indian two wheeler industry indicates the growing demand for low cost personal transportation solutions amongst the 300 million Indian middle class consumers. Despite this spectacular growth rate, the two-wheeler penetration (number of two wheelers per 1000 inhabitants) in India remains lower than other Asian countries. This fact provides an opportunity for continued growth in the market. India has the lowest Penetration of two wheelers as compared to countries like Taiwan, Thailand, Malaysia, Vietnam, Indonesia and China. In the present scenario, growth in the two wheelers Industry will be driven by several factors

RISE IN INDIA’S YOUNG WORKING POPULATION: With the rising levels of per capita income of people, the Indian two wheeler market offers a huge potential for Growth. This growth is relevant in the light of the fact that 70 per cent of India’s population is below the age of 35 Years and 150 million people will be added to the working Population in the next five years. The number of women in the urban work force is also increasing; this will lead to the Growth of gearless scooters.

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RISE OF INDIA’S RURAL ECONOMY AND GROWTH IN MIDDLE INCOME HOUSEHOLDS: The growth prospects of the Indian rural economy offer a significant opportunity for the motorcycle industry in India. The penetration of motorcycles amongst rural households with income levels greater than US$ 2,200 per annum has already increased to over 50 per cent. The current target Segment for two wheelers, i.e., households belonging to the Income category of US$ 2,200–12,000 is expected to grow at a CAGR of 10 per cent.

GREATER AFFORDABILITY OF VEHICLES: The growth in two-wheeler sales in India has been driven by an increase in affordability of these vehicles. An analysis of the price trends indicates that prices have more or less stagnated in the past. This has been part of the marketing strategy adopted by the manufacturers to gain volume, as well as conscious efforts adopted to bring down costs. The operating expenses of leading manufacturers have declined by around 15 per cent in the last five years. With greater avenues of financing, the customer’s capacity to own a two wheeler has improved.

RAPID

PRODUCT INTRODUCTION PRODUCT LIFE CYCLE:

AND

SHORTER

The last five years have witnessed a sharp increase in new product launches in the two-wheeler industry. It is estimated that close to 50 new products

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have been launched by manufacturers during this period, filling up all price points and targeted at various consumer segments.

INADEQUATE PUBLIC TRANSPORT SYSTEMS IN MOST URBAN AREAS: The economic boom witnessed in the country and the increased migration to urban areas have increased the traffic congestion in Indian cities and worsened the existing infrastructure bottlenecks. Inadequate urban planning has meant that transport systems have not kept pace with the economic boom and the growing urban population. This has increased the dependence on personal modes of transport and the two wheelers market has benefited from this infrastructure gap.

FACTORS AFFECTING THE MARKET: Post 1991, the Indian two-wheeler industry comprising of motorcycles, scooters and scooterettes opened up tremendously. The Indian motorcycle industry has expanded at a 24% CAGR over the last five years, It Captured almost 80% of the market primarily at the cost of the scooter and Moped segment. The scooter segment though has witnessed a revival with the launch of scooterettes aimed at young women and adolescents. The two-wheeler market can be segmented into three categories on the basis of price – Entry segment (<35000), Executive segment (between 35000 and 45000) Deluxe (between 45000 and 65000) and Premium segment (above 65000). Motorcycles are now sold as a passion, experience rather than a product. New products are being introduced at a rapid pace and brands are

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gaining prominence. Thus there is an increased focus on the premium segment, which has an increased scope for differentiation.

Purchasing Power is relatively high with buyers becoming more discriminating. Reliability and economy have become more of a hygiene factor. Buyers now demand two-wheelers that fit their personality thus increasing the scope for differentiation and branding. Provision of financing through EMI’s has provided a means to satisfy the need of possess a convenient and stylish mode of transport in the form of a two-wheeler. This has resulted in higher growth in the 125-150cc segment. With the introduction of Government policies such as reduction in excise duty from 16% to 12% and allowing for 100% FDI Barriers to entry has reduced. However, the investment required for setting up large distribution channels and service stations can be a major entry barrier. Another significant entry barrier is the brand building required. Thus, initially foreign players set up Joint Ventures with indigenous companies. After establishing their brand they have launched their own line of products. E.g. Honda with Hero Group and Yamaha with Escorts.

RISING CUSTOMER EXPECTATIONS: The growth witnessed by the Indian two wheeler industry has attracted a number of new entrants to the market and it is expected that the Indian industry will become more competitive in the future. The excess of products introduced in the past has also raised customer expectations with respect to reliability, styling, performance and economy. 23

Inflation is a big factor that may play a part in moving the loyalties and aspirations of people away from the four to the much cheaper and economical two-wheeler segment. Moreover, the constantly increasing prices of oil and increasing interest rates on finance are not helping the cause either. Environmental Concerns are also quite big on the agenda these days and do play a part in the preference of consumer’s choices. The rising global temperatures along with daily snippets in the national and international media about the thinning of ozone and imminent environmental disaster have all contributed to the making of a present day environmentally conscious consumer.

ENVIRONMENTAL AND SAFETY CONCERNS: The increasing demand for two wheelers will need to be managed to address issues relating to overcrowding of roads. Another problem is the insufficient infrastructure for inspection to ensure adherence to emission norms. As the industry grows, it is important to regulate the sale of used two wheelers in a more organized manner for which a mechanism needs to be evolved. Unregulated sale of two wheelers, especially in the rural areas, are likely to create issues related to emissions and safety of vehicles.

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SUZUKI MOTORCYCLES GLOBAL HISTORY In 1909 Michio Suzuki founds the Suzuki Loom Company in Hamamatsu, Japan. He builds industrial looms for the thriving Japanese silk industry. 1937 To diversify activities, the company experiments with several interesting small car prototypes, but none go into production because the Japanese

government

declares

civilian

automobiles

“non-essential

commodities” at the onset of WWII. In 1952 when due to financial problems Suzuki ventured into developing clip on engines to bicycle frames. The first model was called the Power Free (36cc) and the follow-up model was the Diamond Free (60cc). Suzuki produced its first motorcycle in 1954 called the Colleda (90cc). Suzuki built small capacity bikes during the 50s and 60s and had only small export success until the introduction of the X6 (T20 super six), which gave Suzuki much name credibility. In 1962 Using MZ’s technology, Suzuki wins the newly created 50cc class in the World Championship. The company will win the class every year until ’67, and win the 125cc class twice in that period, too. With a well-established name Suzuki dared enter the big bike market and in 1967 Suzuki introduced T500. Which was known

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as the Titan in America and the Cobra in England? The name changed over the years to GT500 due to many improvements but it was purely the sharp price and good reliability, which kept the GT in production until 1977.

In 1971 The GT7The Water Buffalo was introduced in 1971 in America and the Kettle in Britain - both the same GT750 bike and the start for Suzuki to enter the super bike market. The GT750 wasn't a very impressive machine and also couldn't match the other bikes in the market at the time. Once again the production kept going based on its demand for good price and reliability. In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It cost a fortune to develop and, while not bad, it’s a commercial disaster. After two years, the company abandons the project, and there are rumors the tooling was dumped into the sea so that Suzuki managers would never have to see it again. Most bikes produced around the middle 70s had enough power but lacked a steady frame. The introduction of the Suzuki GS1000 in 1978 changed this problem once and for all. The GS out preformed every other bike in its category and had a frame to match its power. The only thing, which could be said against the very popular and successful GS1000, was its dull looks. The GS1000 was redesigned and new models based on the same original success bike were introduced. The GSX1000 in 1980 and the GSX1100S Katana in 1982. The later bike was a huge success due to it powerful performance, funky style, low weight and good pricing. In 1983 The RG250

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is Suzuki’s first ever race replica. This bike features the AL-BOX, square aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the front. In 1985 The RG500 “Gamma” features the same square-Four cylinder layout as the as the factory Grand Prix bikes. Other racy features are the square-tube aluminum frame and the removable cassette-type transmission.

Suzuki pulled a stunt within the motorcycle market by introducing the GSXR750, which was such a direct copy of their formula race bike with the only difference that this GSX was, road legal. It turned the super sport motorcycle market upside down and dominated the way super bikes would look for the future. The GSX-R750 was super fast, which wasn't hard to understand since there were hardly any changes to its racetrack design. Both on the street and in the race track the bike was a huge success. In 1986 the GSX-R1100 was also added to the line. In 1996 Suzuki calls the new GSX-R750 the ‘turning-point model’ thanks to its twin-spar frame instead of the older double-cradle frame. The engine is also redesigned and featured 3-piece crankcases, chrome-plated cylinders and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD) system. In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It will be followed a year later by a racier R version, with a dodgy rotary vane damping system in the rear shock. Suzuki equipped the TL1000R with a steering damper, but it was still prone to headshake and customers approached it with caution, if at all.

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In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a run of unprecedented dominance. Mladin will win five more times, and Suzuki will win 8 of the next 9 titles. With sport bikes getting more and more sharp edged, the company is one of the first to recognize what might be called the ‘semi-sport’ market, as opposed to the super sport market. The SV650 features an aluminum-alloy truss frame and a liquid-cooled 90° VTwin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate aerodynamic sportbike. It’s powered by a 1298cc liquid-cooled DOHC inline 4-cylinder engine that becomes the darling of land-speed racers. The name means “peregrine falcon” in Japanese.

The GSX style and line didn't change much over all the years with improvements being made to the bike. A small fluke in design made Suzuki lose its performance lead with the GSX-R1100. But the GSX-R750 has remained a hit up until today. Maybe still hurt by losing the performance edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing and became the world's fastest production bike at a whopping 190 mph (307 km/h).

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In 2001 Suzuki introduced an upgrade GSX-R750 engine and created the GSX-R1000 (998cc), which is a super bike with outstanding performance. In 2003 the GSX-R1000 was restyled but still kept its position as a super class bike.

In 2005 Suzuki’s original 4-stroke motocross, the RM-Z450, is equipped with a 4-stroke 449cc engine, which features the Suzuki Advanced Sump System (SASS). Troy Corser gives Suzuki its first and only (so far) World Super bike Championship. In 2006 The M109R, Suzuki’s flagship V-Twin cruiser is powered by a 1783cc V-Twin engine with 112mm bore and 90.5mm stroke. It has the largest reciprocating pistons in any production passenger car or motorcycle. In 2008 The B-King is launched, powered by the 1340cc Hayabusa engine; the B-King is Suzuki’s flagship big ‘Naked’ bike. Suzuki says it has the topranked power output in the naked category.

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SUZUKI MOTORCYCLES INDIA HISTORY Suzuki Motorcycle India Pvt., Ltd. engages in manufacturing two wheelers. The company’s products include motorcycles and scooters. It offers its products through a network of dealers. The company was incorporated in 1997 and is based in Gurgaon, India. Suzuki Motorcycle India Pvt., Ltd. operates as the subsidiary of Suzuki Motor Corp. Suzuki Motor Corporation (SMC), a global giant of motorcycle manufacturing is headquartered in Japan. It holds major stake in its Indian subsidiary, Suzuki Motorcycle India Private Limited (SMIL). SMIL was set up after Suzuki's re-entry into the Indian two-wheeler market after it severed ties with partner TVS in 2000-01. Suzuki was then the technology provider in the erstwhile joint venture company TVS Suzuki. Suzuki Motorcycle India Pvt Ltd (SMIPL) is the latest entry into the already crowded Indian two-wheeler segment with players like Hero Honda, Bajaj Auto, Honda, and TVS. SMIPL have started their Indian operations with a 125-cc mass-market motorcycle. It has made an initial investment of Rs. 200 crores to start their Indian operations. Company sources have revealed that Suzuki would follow up this 125cc bike with a high performance 150-cc sibling sometime next year. And for the 31

budget segment, another 100cc bike is expected in the first quarter of 2006. Mass market is the initial aim with plans to enter all the segments rapidly. They have their facilities located in Gurgaon.

Suzuki had launched bike by diwali, which is the auspicious time for buying a new vehicle in Indian families. Their setup in Gurgaon has the capabilities of manufacturing one lakh motorcycles and they are ready to step that up massively if the situation arises. They already have setup 40 dealerships around the country and are going to establish 4,000-5,000 sq.ft showroom and service stations to provide services to the customers. The parent company happens to be one of the largest manufacturers of two wheelers in the world with more than 20 lakh bikes sold per annum. They are popular for their range of high performance road machines, lightweight super bikes, dirt bikes, street bikes, and motocross and fun bikes globally.

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COMPANY PROFILE Plant area and production capacity: They have installed their manufacturing plant in Gurgaon (Haryana) having the annual capacity of 2,50,000 units. Total land area of the facility at Gurgaon is 37 acres out of which the present plant is constructed in an area of 6.5 acres of land. The remaining area of 30.5 acres is left for land development and future expansion.

Chairman: Mr. Katsumi Takata

Personnel over the years Total number of employees

Year 2008-09 490

Main Products Motorcycles and scooters

Head Office, Plants & Facilities Name Suzuki Motorcycle India Pvt Ltd

Address Factory Office Village Kherki Dhaula, Badshahapur, N.H.-8, Link Road, Gurgaon. Fax No. - 0124-4170 701

Operations Head office affairs Motorcycle engines assembling and machining Spare parts administration

Education, training and Regd. Office Sales & Public relations Marketing Office 2nd Floor, Plot No. 1, Nelson Mandela Road, Research and development Vasant Kunj, Testing and development of motorcycles New Delhi -110 070 33

MISSION OF SUZUKI The core philosophy of SUZUKI is to provide “VALUE-PACKED PRODUCTS”. Since the founding of SUZUKI Motor Corporation, the Organization’s Endeavour has always been to provide “VALUE-PACKED PRODUCTS” as one of the manufacturing philosophies. SUZUKI believes that “VALUE-PACKED PRODUCTS” come from the effort to carry out Product development from customer’s point of view. This policy has been in effect since Company’s inception and has helped the Organization to meet customer’s needs. As a result, Suzuki’s Products have become well received throughout the World. SUZUKI is fully committed to create Products that meet customer’s demand by utilizing its dynamic, long-nurtured technological advantage coupled with its fresh and active human resources. • Develop products of superior value by focusing on the customers • Establish a refreshing and innovative company through teamwork • Strive for individual excellence through continuous improvement

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GROWTH REPORT: It has reported a growth of 47.66% in sales in the month of November ‘09 at 14745 units compared to 9986 units same month last year. It has sold 14806 units in December ’09 listing a strong growth of 61% over its sales in December ’08 despite recession. This increase of sales is attributed to the tremendous response from the new product GS150R and ACCESS 125. It has reported 93% growth in sales during the month of January 2010. It has sold 20441 units in January ‘10 listing a strong growth of 93% over its sales in January ‘09. It has sold 21752 units in March ‘10 listing an impressive growth of 76% over its sales in March ‘09. This increase of sales is attributed to the tremendous response from the new product GS150R and ACCESS 125. It has great plans for the coming year and this is only the beginning. Their objective is to offer quality products and customer satisfaction to consumers. This growth momentum will further accelerate in coming months.

35

SMPIL GROWTH REPORT IN ‘09-‘10 OEMs BAL HHML HMSI KINETIC M&M 2W SMIL TVS TOTLE

2008-09 9,692 1,53,193 6,54,319 5,522 85,782 2,39,469 11,48,007

2009-10 3,759 2,08,440 7,39,947 70,008 1,40,983 2,99,370 14,62,507

GROWTH -61.22% 36.06% 13.09% -100.00% 0.00% 64.35% 25.01% 27.40%

Growth 100.00%

64.35%

36.06% 50.00% -61.22%

13.09%

25.01% 0% Growth

0.00% -50.00%

36

-100.00%

-100%

FACILITIES 1 ) ENVIRONMENT: The philosophy of keeping “environment first” is properly percolated downwards. To comply with all applicable legislations and setting standards thereof remains only a beginning. Company thrives to discover and invent mechanisms for better environment management systems and it’s a continuous process which is managed by a separate wing of experts and specialist in the field. The biggest testimony of Suzuki’s commitments towards “environment first” is seen at Gurgaon which is built to be a Zero discharge plant. SMIPL have embraced Natural light optimization system and water harvesting systems besides several other measures to create better and cleaner environment around us. All packaging material used by Suzuki is recycleable. A constant flow of internal communication on environment related issues not only creates awareness amongst employees but also helps in inculcating ‘an environment friendly’ value system.

2) SHOP FLOOR SAFETY MEASURES: SMIPL have safety guards/safety curtains to ensure Operator safety on machines. Company has also installed robots through out the facilities to reduce the ergonomic stress on workers. There are gas detection systems installed to eliminate any gas related accident and fire detection system for immediate

information

about

any

fire

related

incident.

37

SMIPL have fire fighting system (manual & automatic) for immediate handling of any fire related accident. They have a fire tender (capacity 4500 liters water and 500 liters capacity foam). Company try to maintain zero accident record through regular safety audit, frequent training for staff, line associates and contractors. They organize different safety programs and competitions to encourage employee awareness and involvement.

3) ENVIRONMENTAL UTILITY: To take care of the health of all our employees, they maintain all international parameters and standards for drinking water, treated water, ambient air shop floor, office and the outside. They keep updating all these standards of health and welfare of employees through a team of well qualified personnel in the R & D laboratory. 4) QUALITY CONTROL : It has four main sections as follows: •

Tested by SMC Japan with their international quality standards

•

Final (Vehicle) Inspection

•

Market Quality

5) PARTS INSPECTION: 38

•

The non conformities in the parts being procured may lead to production loss & degradation of the quality of the final output and life of the product. To ensure the product, the dimensional, material, aesthetic & performance inspection for the special processes are carried out on the individual parts before they are declared fit for the assembly

•

For carrying out the inspection activities effectively, we have the latest & sophisticated machines installed in the inspection area

6) FINAL (VEHICLE) INSPECTION:  Safety related parameters such as braking; clutch operation and other functional defects of the vehicle  Emission related parameters for checking the conformance of the exhaust gases with the emission rules  Functional & aesthetic parameters are also checked

7) MARKET QUALITY: 

To act upon the customer’s feedback received from the service department for the up gradation of the product



To resolve the quality issues being received from the market by visiting the suppliers & taking the corrective & preventive measures for the same



Monitoring for the effectiveness of the measures taken for the particular problems through the cut off engine/ frame numbers.

39

8) WORK CULTURE:  They believe that future growth and prosperity of every employee depends on the company’s growth and prosperity  Organizational and individual discipline  Continual improvement in quality and productivity  Cost consciousness  Customer satisfaction ( both internal and external )  Long term goals  Respect for laws, human beings and society

9) EMPLOYEE DEVELOPMENT: Company's growth is based on enhancement of technical and behavioral skills of the employees. They continually identify the performance gaps and new skills required keeping into the company's growth in focus. They believe that Employees are the most important assets of an organization. For enhancement of technical and behavioral skills of the employees they organize regular training programmers. Teams from Japan often come to the organization to impart training. Their focus is to create a healthy Environment where individual employee can achieve maximum satisfaction.

40

PRODUCTS OF SUZUKI MOTORCYCLES SUZUKI ACCESS 125CC

Suzuki launched the Access 125cc in the month of September 2007. In those days, Access 125 was the third product from Suzuki’s stable in India. Prior to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN India. Suzuki Access 125 is the third product from the Suzuki stable in India after Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled four-stroke engine with Continuous Variable Transmission (CVT), which develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design is typically Japanese, almost flat aprons where large turn indicators are embedded. Though it has a longer wheelbase access looks compact because of this design. No body colored mirrors for this access. Paint quality is of top notch.

SUZUKI ACCESS 125 FEATURES:

41

•

Xtra Torque Performance (XTP) for more power and faster pick-up

•

Telescopic front fork suspensions for comfortable riding

•

Tail lights that are trendy and attractive

•

Wider seat for comfort riding

•

Large size underseat compartment

•

Centralized ignition key switch, with shutter

•

Smart built-in signal

•

Multi-reflector lights for better visibility

•

Stylish, Chrome-plated silencer cover

SUZUKI ACCESS 125 TECHNICAL SPECIFICATIONS: Dimensions And Dry Mass Overall length

1780 mm

Overall width

650 mm

Overall height

1125 mm

Wheelbase

1250 mm

Ground clearance

160 mm

Seat height

780 mm

Dry mass

109 kgs

Engine Type

Four-stroke, Air-cooled,OHC

Number of cylinders

1

Displacement

124 cm3 (cc)

Max Power

6.4 Kw@7000rpm (8.58hp@7000rpm)

Max Torque

9.8Nm@5000rpm (1.0kgm@5500rpm)

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Air cleaner

Non-woven fabric element

Transmission

CVT

Starter system

Self & Kick Self

Suspension Front

Telescopic

Rear

Swing-arm

Brake Front

Drum brake (130 mm)

Rear

Drum brake (130 mm)

Tyre Size Front

90/100-10

Rear

90/100-10

Electrical Spark plug

CHAMPION P-RZ9HC

Battery

12V, 5Ah

Headlamp

12V 35/35W

Fuel Tank : Capacities Tank capacity

6.4 L

Underseat space

20 L

43

• SUZUKI GS150R

The 150cc Segment is picking up in India. Suzuki has been a little conservative till now with its bike models. Zeus and Heat and not extra ordinary, but it sells enough to be seen here and there a while. The company took another step ahead with the Access 125 Scooter. Suzuki’s foray into this segment is expected to be create similar impact in the segment with the GS150R. The engine of the Suzuki GS150R is said to be convenient for riding in the city. The 150cc engine respires through a BS26 carburetter. It comes with Throttle Positioning Sensor (TPS). GS150R's 149cc engine develops 13.8bhp of peak power at 8500rpm and 13.4Nm of peak torque 6000rpm. According to Suzuki, GS150R will return a mileage of 48kmpl in City and 55kmpl in Highway. The engine uses engine balancer technology to minimise vibration and comes with a rubber damper and a balancer shaft. It has a digital speedometer which shows gear position, fuel level, speed, odometer, tripmeter and the tachometer is a neat dial adjacent to the digital console.

44

Name: GS150R Type: Commuter Top Speed: 120kph Fuel Consumption: 48.00 City

Fuel Consumption: 55.00 Highway

ENGINE SPECIFICATIONS

Displacement:

149cc Four Stroke, Single Engine: Cylinder, SOHC Maximum Power: 13.8 Bhp @ 8500 rpm Maximum Torque: 13.4 Nm @ 6000 rpm Gears: 6 Manual Bore: 57 Stroke: 58.6 No. of Cylinders: 1 Cylinder SOHC Configuration: Valve Per 2 Cylinder: Cooling Type: Air Cooling BS26 - Throttle Carburetor: Positioning Sensor DIMENSIONS

Length: Width: Height:

2095.00 mm 775.00 mm 1120.00 mm

OTHER SPECIFICATIONS

Weight: 134.00 kg Ground Clearance:160.00 mm Fuel Tank: 15.50 ltrs Wheelbase: 1340.00 mm Multi Reflector Halogen Headlamp: Bulb Wheel Type: Die Cast Alloys Wheel Size: 2.75x18 - 100/90-18 mm Tubeless: NO Colors:

Pearl nebular black, Metallic flint gray, Candy max orange & Candy dark greenish blue.

ACTIVE AND PASSIVE SAFETY

Suspension(Front):

Telescopic, Coil Springs, Oil Damped

Suspension(Rear):

Swing Arm Type Coil Spring, Oil & Gas Damped

Brakes: Brakes(Rear): Stand Alarm:

Hydraulic Single Disc 130mm Drum NO

COMFORT AND CONVENIENCE

Fuel Guage: Self Start: Tacho Meter: Trip Meter: Alloys: Speedometer: Passenger Footrest: Passenger Backrest: Step-up Seat: Pass-light: Low Fuel Indicator:

Digital YES Analogue Digital-1 YES Digital YES NO YES YES YES 45

• SUZUKI ZEUS 125CC

Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs 46,084. The bike had a soft launch earlier this year. Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's attempts to come back to the Indian market, which it had left in the late 90s. During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler business. Suzuki Zeus, packed with latest technology and styling, is an entry level bike from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl for a much stylished, dynamic look. The bike is available in Zeus 125X and 125XU models.

46

Suzuki Zeus will be available in three colors, the company said. These are Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the company has invested Rs 200 crore at its Gurgaon manufacturing plant. The production capacity of the plant is 100,000 bikes per annum.

SUZUKI ZEUS 125CC FEATURES:  Powerful Disc Brakes (front, asbestos-free)  Bright and Big multi-reflector Halogen Head Lamp for better visibility at night and make a dashing style statement.  Convenient Shift indicator for adjusting fuel efficiency on different gears.  Advanced and Stylish Instrument Panel with Tachometer  Uniquely

styled

front

cowl

for

a

dynamic

look.

Stylish Under Cowl for engine protection and making a style statement.  Advanced 5-speed Gearbox for a smoother and comfortable ride.  Robust all Aluminium Engine with large fins and upright cylinder for superb cooling and style.  Primary Kick & Auto Decompression System for effortlessly starting the engine in any gear.  Stylish and large fuel tank.  Ergonomic seat design for easy ground access and minimum knee bending.  Helmet Holder to take the load off your head after you park the bike.

47

VEHICLE SUMMARY

OTHER SPECIFICATIONS

Name: Model: Type: Top Speed:

Weight: 114.00 kg Ground Clearance: 155.00 mm Fuel Tank: 12.00 ltrs Wheelbase: 1240.00 mm Electrical System: NA Headlamp: NA Battery Type: 9.0 KC 10HR Battery Voltage: 12V Battery Capacity: 2.5 Ah Horn: NA Wheel Type: Alloys Wheel Size: 2.75x18 - 3.00x-18 mm Tubeless: Colors: NA

Zeus 125 XCD Commuter 101kph

ENGINE SPECIFICATIONS

Displacement: Engine: Maximum Power: Maximum Torque: Gears: Clutch: Bore: Stroke: Cylinder Configuration: Engine Block Material: Chassis Type: Cooling Type: Carburetor:

124cc Four-stroke, Air-cooled, OHC 8.5 Bhp @ 7500 rpm 10 Nm @ 3500 rpm 5 Speed Wet Multiplate type 53.5 55.2 NA NA NA Air Cooling NA

DIMENSIONS

Length: Width: Height:

2040.00 mm 770.00 mm 1125.00 mm

ACTIVE AND PASSIVE SAFETY

Telescopic, Coil spring, Oil damped Swing-arm type, Coil Suspension(Rear): spring, Oil damped Brakes: Disc Brakes(Rear): Drum 130mm Stand Alarm: Suspension(Front):

COMFORT AND CONVENIENCE

Fuel Guage: Analogue Self Start: Tacho Meter: Analogue Trip Meter: Analogue-1 Alloys: Warranty: NA Speedometer: Analogue Passenger Footrest: Passenger Backrest: Step-up Seat: Pass-light:

• SUZUKI HAYABUSA 48

Suzuki bring the Hayabusa motorcycle to India. The Hayabusa – official nomenclature is GSX 1300R – will pave the way for Suzuki’s foray into the superbike segment in India. Competition, however, has already arrived in the shape of Yamaha and Ducati motorcycles in India. Powered by a 1340cc in line 4 cylinder engine, the Suzuki Hayabusa is likely to sport a price tag of Rs 11 lakh. The bike was launched in the first week of September 2008. Suzuki also launched a second superbike, the GSX-R 1000 in November. Although boasting of a top speed of 397 km per hour as per recorded figures, the bike that will come to India will have a speed limit of 299 km per hour. Company think that the higher figure here is from some world record attempts, while 299 km ph would be the official top speed. Do keep in though that superbike or not, speed limits in most parts of India are at 60 kmph, and may go up to 100 km ph on some of the expressways. Suzuki expects only a sale of around 150 units of the Hayabusa in India per annum.

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SUZUKI WARRANTY POLICY Suzuki Motorcycle India Private Limited, (SMIPL) offers warranty for all models manufactured in its Gurgaon plant and sold through its authorized dealers. Suzuki Motorcycle India Private Limited reserves the right either to replace or repair, at their authorized dealer, free of cost, those parts which may be found on examination to have manufacturing defect within 2 years from the date of sale (or) first 30,000 kms whichever occurs earlier of its operation. If any of the free or paid service is not done as per schedule, the warranty tends to stand void. Parts of the vehicle have been subjected to misuse, accident, and negligent treatment, use of bad quality parts which are not manufactured (or) not recommended for use by SMIPL on their motorcycles. Parts of the motorcycle getting rusted or their plating or painting coming off due to atmospheric condition like Sea Breeze and Industrial Pollution. 50

Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used for any commercial purposes like Hiring etc. SMIPL undertakes no liability in the matter of any consequential loss (or) damage caused due to failure of the parts. Parts repaired (or) replaced under this warranty are warranted only for the original warranty period of Suzuki motorcycles. Consumables like Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered under the application of the warranty.

SHIVALIK SUZUKI The SHIVALIK Show room has its separate service center, Here SHIVALIK SUZUKI also have a latest service center with all semi-automatic instruments. It maintain a unique and regular checking of each and every bike to increase a satisfaction level of the customers. SHIVALIK SUZUKI strictly watch and try to lesser the time of a customer while they give bike in to service. Mostly Customer when come to give his bikes in service, the service procedure of the showroom is very less and smallest so that customer will free within 5 Minutes.

Gate Entry

51

Receive by Service Advisor Job Card Entry (Opening) Estimation of Exp . This Procedure will take just only 5 Minute then after Service of the Bike is done.

SERVICE PROCEDURE WASHING THE BIKE

MECHANICS / ENGINEER (BIKE WISE)

SUPERVISOR

SPARPART REQUICISION (IF REQUIRED)

SPAREPART DEPART.

FITTING OF SPARPARTS & COMPLETE FORTHER PROCESS

TESTING ON ROAD 52 DELIVERY TO THE CUSTOMER

SHIVALIK SELLING SCHEME & RESULT: Selling scheme is a Dealers Scheme that is useful to attract the customer towards the showroom to purchase new bike. This all selling scheme provided to the customer is within Rs.2000. Such Selling Scheme are: • RTO Free • Insurance Free • Petrol Free Up to some K.M or some Rupees. • Reference Sales • DSS (Door Sales Service) • Exchange (It is a Major tool of Scheme/Conversion)

SELLING OF SHOW ROOM:

53

Every showroom’s goal is to increase the sales. The “SHIVALIK SUZUKI” has a great sales of bike through providing different scheme, facility and services to the customer. The Following figures are approximate: • Daily 6 vehicles • Monthly 160 Vehicles • Yearly 1920 Vehicles.

MAJOR COMPETITORS 1) HERO HONDA MOTORS LIMITED

Hero Honda Motors Limited was established in 1984, as a joint venture between India's Hero Group (world's largest bicycle manufacturers) and Japan's Honda Motor Company. In 1985 production began with the launch of its first motorcycle, the CD100, which gave 80 km to the liter. In 1987 the engine plant was started and in 1989 the Company produced its 3,00,000th motorcycle. In 2001 Hero Honda manufactured its 50,00,000th motorbike. Hero Honda has a reputation of being the most fuel-efficient and the world's single largest two wheeler Company. Shri Brijmohan Lall Munjal is the chairman and managing director of this Company.

54

During 80s, Hero Honda became the first company in India to prove that it was possible to drive a vehicle without polluting the roads. The unique features like fuel conservation, safety riding courses and mobile workshops helped the group reach in the interiors of the country. Wellentrenched in the domestic market, Hero Honda Motors Ltd. turned its attention overseas, and exports have been steadily on the rise.

2) Honda Motorcycles & Scooters India Private Limited

Honda motors of Japan is not a new name in the two wheeler scenario in the country, they were in a tie up with the Firodias owned Kinetic group. However in the late 90s they parted ways after problems arose over issues like introduction of new models, advertising expenditure, marketing strategies and other related issues. In the mid 80 Honda motors of Japan joined hands with the largest bicycle maker of India the Hero cycles to create Hero Honda which in a couple of decades or so have gone on to become the single largest motorcycle company in the world. Though Honda has come on its own on the Indian

55

market yet it will be providing technological support to Hero Honda for the next ten years. Thus presenting a unique situation in which the company will be in direct competition with the company which it has been associated for nearly two decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary of Honda motor company Japan eventually entered the Indian market with Honda Unicorn in 2004.

3) BAJAJ AUTO LTD.

Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki Heavy Industries of Japan to manufacture state-of-art range of latest twowheelers in India. The JV has already given the Indian market the KB series, 4S and 4S Champion, Boxer, the Caliber series, and Wind125 Kawasaki Heavy Industries is a Fortune 500 company with a turnover of USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more than hundred years. The technologies of KHI have redefined space systems, aircrafts, jet engines, ships,locomotive, energy plants, automation system, construction machinery, and of course high reliability two-wheelers KHI has given the world its

56

legendary series of 600-1200cc Ninja and 1600 Vulcan bikes. Straight from its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser bike, redefines the pleasure of "biking" in looks as well as performance. Bajaj is the first Indian two wheeler automobile company in the market since 1945 with the name M/s Bacharj trading corporation private limited. In 1959 M/s Bacharj trading corporation private limited change its name as Bajaj Auto Ltd. Bajaj Auto obtains license from the Government of India to manufacture two- and three-wheelers vehicles in 1959.

4) TVS MOTORS LTD.

TVS Motor is a leading and trusted two wheeler company began with the vision of TVS Scooty the founder of the Sundaram Clayton Group, the late T.S. Srinivasan - 'to design, develop and produce an affordable moped for the Indian family.' This vision was realized in 1980 when TVS 50, India's first two-seater moped rolled out of the factory at Hosur in Tamil Nadu, Southern India. The company has been known for its ruggedness and reliability. TVS Motor has continually worked on innovation of the motorcycle

57

segment along with two wheeler range. The Suzuki Shaolin, developed by TVS Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of the company success is TVS Scooty, a 60 cc Scooterette which keep one step ahead of its time in India. The company is the third largest two-wheeler manufacturer in India and ranks among the top ten globally. The company was the first in India to launch 2-seater 50cc moped and 100cc Indo-Japanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty, TVS Centra and TVS Fiero are the popular bikes in Indian market.

5) YAMAHA MOTOR INDIA (YMI)

Yamaha made its initial foray into India in 1985. Subsequently, it entered into a 50:50 joint venture with the Escorts Group in 1996. However, in August 2001, Yamaha acquired its remaining stake as well, bringing the Indian operations under its complete control as a 100% subsidiary of Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its stateof-the-art-manufacturing units at Faridabad in Haryana and Surajpur in Uttar Pradesh and produces motorcycles both for domestic and export markets. With a strong workforce of 2000 employees, India Yamaha Motor is highly customer-driven and has a countrywide network of over 400 dealers. 58

The company pioneered the volume bike segment with the launch of its 100 cc 2-stroke motorcycle RX 100. Since then, it has introduced an entire range of 2-stroke and 4- stroke bikes in India. Presently, its product portfolio includes Crux (100cc), Alba (106cc) and Gladiator (125cc).

6) ROYAL ENFIELD MOTORS LTD.

Established in 1955, Royal Enfield was the brand of the Enfield Cycle Company. Royal Enfield is one the oldest bike on the road. The company is well known for producing motorcycles, but they also produce bicycle, stationary engines, lawnmowers and rifle small parts for the Royal Small Arms Factory in Enfield. Royal Enfield Motors Ltd. has its headquarter situated at Thiruvottiyur, Chennai, Tamil Nadu, India. In 1990, Royal Enfield entered into a strategic alliance with the Eicher Group, and later merged with it in 1994. The annual turnover of the company is Rs.10 billion. The corporate philosophy of Royal Enfield Motors Ltd. is built around quality and unflinching loyalty to the customer. The 59

ruggedness and reliability of the bike is endorsed by the army, the police, the paramilitary forces and over 500 institutions which form part of the die-hard customer base of the Bullet, dubbed the "Rajagadi", or royal vehicle. Royal Enfield Motors Ltd. operates out of 12 area offices, 16 depots, over 250 dealers and 150 authorized service centers in India. The company also exports its products to over 20 countries including Canada, France, Japan, USA, Germany and UK.

60

INTRODUCTION: Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations. Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to the buyer’s expectations. If the performance falls short of the expectations, the customer is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the performance exceeds expectations the customer is highly satisfied or delighted. A company would be wise to measure customer satisfaction regularly because one key to customer retention is customer satisfaction. A highly satisfied customer generally stays loyal longer, buys more as the company introduces new products and upgrades existing products, talks favorably about the company and its products, pays less attention to competing brands and is less sensitive to price, offers product or service ideas to the company, and costs less to serve than new customers because transactions are routine.

61

When customers rate their satisfaction with an element of the company’s performance - say, delivery. It could mean early delivery, on-time delivery, order completeness, and so on. The company must also realize that two customers can report being “highly satisfied” for different reasons. One may be easily satisfied most of the time and the other might be hard to please but was pleased on this occasion. A number of methods exist to measure customer satisfaction. Periodic surveys can track customer satisfaction directly. Respondents can also be asked additional questions to measure repurchase intention and the likelihood or willingness to recommend the company and brand to others. Companies that do achieve high customer satisfaction ratings make sure their target market knows it. For customer centered companies, customer satisfaction is both a goal and a marketing tool. Although the customercentered firm seeks to create high customer satisfaction, that is not its ultimate goal. If the company increases customer satisfaction by lowering its price or increasing its services, the result may be lower profits. The company might be able to increase its profitability by means other than increased satisfaction (for example, by improving manufacturing processes or investing more on R&D). Also, the company has many stakeholders, including employees, dealers, suppliers and stock holders. Spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other “partners”. Ultimately, the company must 62

operate on the philosophy that it is trying to deliver a high level of customer satisfaction subject to delivering acceptable levels of satisfaction to the other stakeholders, given its total resources.

CUSTOMER SATISFACTION IN 7 STEPS It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved. 1. ENCOURAGE FACE-TO-FACE DEALINGS:

This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nervewracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. Suzuki believes that if a potential client

63

spends over half the meeting doing the talking, you're well on your way to a sale. In SMPIL always face to face dealing with customer

2. RESPOND TO MESSAGES PROMPTLY & KEEP YOUR

CLIENTS INFORMED: This goes without saying really. We all know how annoying it is to wait message and you'll contact them about it as soon as possible. Even if days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them back and let them know you've received their you're not able to solve a problem right away, let the customer know you're working on it. Suzuki always listen customer problem and solve his queries and always have communication with customer. 3. BE FRIENDLY AND APPROACHABLE: It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to 64

your clients' wishes as best you can, and at all times remain polite and courteous. In Suzuki showroom all workers are trained and well behave with customer. Suzuki showroom’s staff very friendly with clients.

4. HAVE A CLEARLY-DEFINED CUSTOMER SERVICE POLICY: This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. In Suzuki all terms & conditions are clearly mentioned so that no doubt in customer mind

65

5. ATTENTION TO DETAIL (ALSO KNOWN AS 'THE LITTLE NICETIES'): Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. Suzuki has keep detail of all customers and make them happy on specific occasion.

6. ANTICIPATE YOUR CLIENT'S NEEDS & GO OUT OF YOUR WAY TO HELP THEM OUT: Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Suzuki always tries to know about customer needs and make the product according to them.

7. HONOUR YOUR PROMISES: 66

It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates.Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time.

OBJECTIVES OF THE STUDY



The objective of the study is “Company image SUZUKI MOTORCYCLES and Survey research to measure customer satisfaction towards SUZUKI ACCESS 125.

 To determine the effects of the company image on the sales. 

To understand customer attitude towards Suzuki motorcycles and Suzuki auto.

 To measure customer satisfaction of Suzuki Access 125 owners.  To know the market share of Suzuki motorcycles.

 To predict the boom of automobile industry.  To know the tastes and preferences of people.  To find the reasons for buying Access 125.

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 To determine the customer’s satisfaction regarding two-wheeler and

after sales service.

SCOPE OF STUDY This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT. LTD. with an insight on the consumer satisfaction pattern of Suzuki Access 125cc as well as the customer’s response and awareness towards the brand, products and services of Suzuki. The data has been analyzed and presented in a simple and precise way on the basis of which pertinent recommendations have been made to the company to better the services, policies and strategies of the company in India. Companies also want the Suggestion for improvement from users of Suzuki Vehicle & get Feedback from customer.

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RESEARCH METHODOLOGY Survey research is the systematic gathering of information from respondents for the purpose of understanding and/or predicting some aspects of the behaviors of the population of interest. It is the most common method of collecting primary data for marketing decisions. Survey can provide data on attitudes, feelings, beliefs, past and intended behaviors, knowledge, ownership, personal characteristics and other descriptive items. Survey research is concerned with administration of questionnaires (interviewing). The survey research must be concerned with sampling, questionnaire design, questionnaire administration and data analysis. The administration of questionnaire to an individual or group of individuals is called an interview. A questionnaire is simply a formalized set of questions for eliciting information. As such, its function is measurement and it represents the most common form of measurement in marketing research. The report has been prepared on the basis of information collected from different sources. In order to achieve the objective of the project proper research method was applied. After giving through brain storming session,

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objectives were selected and the set on the base of these objectives, A questionnaire was designed major emphasis of which was gathering new ideas or insight so as to determine and bind out solution to the problems.

RESEARCH DESIGN This study is a mix of explorative and formal methodologies adopting monitoring and observing to study the dealerships in Ahemdabad and communication to elicit responses from customers. This is a cross sectional study done during the months March-May. The study also aims at findings out the customer satisfaction level of SUZUKI ACCESS 125cc.For the customer satisfaction study a questionnaire was formulated containing 22 questions which were sent out for response mainly through personal interviews of customers.

Results of this step

formed the basis of the recommendations given to the company.

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SOURCE OF DATA The report has been prepared as per the information obtained from two sources. They are:  Primary data  Secondary data

1. PRIMARY DATA : The primary data is that which details we collect first time from the market and also used first time in the research. To collect the primary data structured non disguise questionnaire is prepared. Primary Data was very crucial to collect so as to know various past & present consumer views about bikes/scooter and to calculate the market share of this brand in regards to other brands. Fresh primary data was collected by taking direct filling of a questionnaire from customer which involved face to face, all the Suzuki customer who visited the dealership showroom for the service of their bikes/scooters were questioned in order to find out the behavior of customer.

2.

SECONDARY DATA:

Secondary data are those which has been collected by some one else and which already have been passed through statistical process. When the 71

secondary data are sufficient, the researcher has to be satisfied with the primary sources of data. Secondary data can be used as bases for comparison with primary data have been collected by questionnaire. Secondary data has been taken from internet, newspaper, magazines and companies web sites.

DATA COLLECTION METHOD Researcher instruments is the tool by which the researcher can do research on specific problems or objective. The most popular researcher instrument for collection data is “Questionnaire” for a particular investigation. It is simple for a moiled set of questions presented to respondents for their answers. Due to this flexibility, it is most common instrument used to collect the primary data. During the pre- testing of questionnaire, I seen the reaction of respondents and suggestions required to make change in research instrument. The questionnaire contains three types of questions.

1) OPEN-ENDED QUESTIONS:It is helpful in knowing what is uppermost in the mind of the respondents. It gives complete freedom to the respondent.

2) DICHOTOMOUS QUESTIONS:It has only two answers in form ‘yes’ or ‘no’, ‘true’ or ‘false’, ‘use’ or ‘do not use’. So the respondent is offered two or more choice. 72

3) MULTIPLE-CHOICE QUESTION:In this, the respondent is offered two or more choice.

SAMPLE DESIGN Sampling is a process of obtaining. The information about the entire population by examine a part of it .The effectiveness of the research depends on the sample size selected for the survey purpose. For the customer satisfaction study a sample of 100 persons was chosen from the Suzuki’s dealership in Ahmedabad.

SAMPLING PLAN: Data collected has been analyzed and interpreted by using simple percentage method and finally the data is presented in graphs and charts.

SAMPLING FRAME:  Customers visiting showrooms for servicing their motorcycles  Shopping malls, Supermarket, Markets, College parking etc

SAMPLE SITE:-

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The survey was conducted in Ahmedabad city.

SAMPLING UNIT:It means “Who is to be surveyed”. Here target population is decided and it is who are interested to purchase “Scooter” and sampling frame is developed so that every one in the target population has known chance of being sampled. So the survey is conducted particularly in Ahmedabad City.

SAMPLE SIZE:For the purpose of proper survey, there is need of perfect research instruments to find out sample size for more accurate result about buying behavior of scooter. The sample size is 100 respondents.

SAMPLING METHOD :A Stratified random sample is one where the population is divided in to mutually exhaustive strata or sub-group and then a simple random is selected within each of strata on age groups, occupation etc. It may be noted that stratification does not means absence of randomness. I use a simple random sampling method.

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1) AGE-WISE CLASSIFICATION AGE (IN YEARS) 18-25 26-35 36-45 46 & ABOVE

36-45 19%

NO. OF RESPONDENTS 49 26 19 6

PERCENTAGE (%) 49 26 19 6

46 & above 6% 18-25 18-25 49%

26-35 36-45 46 & above

26-35 26%

ANALYSIS:  The above pie chart is showing that the customers of Access 125 are mainly coming from the age group of 18-25 that is around 49% because that people of this age group are passionate and are style freaks,  we can say that Popularity of Access 125 is available in the age of 2635 (around 26%) also because of its reputation in the world market.

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2) GENDER-WISE CLASSIFICATION MALE 71 71

GENDER PERCENTAGE (%)

FEMALE 29 29

FEMALE 29%

MALE FEMALE

MALE 71%

ANALYSIS: Above Graph shows that 71% of respondent are Male and 29%of respondent are Female.

3) MARITAL STATUS CLASSIFICATION 77

MARITAL STATUS PERCENTAGE (%)

MARRIED 51 51

UNMARRIED 49 49

UNMARRIED 49%

MARRIED UNMARRIED

MARRIED 51%

ANALYSIS: In this pie chart it is very much clear that 51% of the Access 125 Customer is mainly married & 49% unmarried, so Suzuki launch Access 125 is mostly being accepted by the family oriented people.

4) OCCUPATION-WISE CLASSIFICATION

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OCCUPATION PERCENTAGE (%)

OFFICIALS 37 37

RETIRED 3%

STUDENTS 55 55

RETIRED 3 3

OTHERS 5 5

OTHERS 5% OFFICIALS 37%

OFFICIALS STUDENTS RETIRED

STUDENTS 55%

OTHERS

ANALYSIS: Once again we found that Suzuki’s major customers are the students of colleges and schools which consists 55%, as they want something special, new, stylish, masculine and attractive and Suzuki is providing that in the form of Access 125.

5) INCOME-WISE CLASSIFICATION INCOME (P.A) (IN ‘000) 75-100 100-125 125-150 150 & ABOVE

NO. OF RESPONDENTS 2 18 49 31

PERCENTAGE (%) 2 18 79 49 31

150 & above 31%

75-100 2%

100-125 18%

75-100 100-125 125-150 150 & above 125-150 49%

ANALYSIS: In the income group distribution we can analyze those customers of Access 125 are coming from the Middle income group people which is around 49% by including 125-150 slab of income group. It shows that Suzuki is placing their products in the appropriate price range. As the people of this income bracket can easily afford this two wheeler.

7) WHAT IS YOUR PRECEPTION ABOUT SUZUKI AUTOMOBILE’S PRODUCT?

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NO, RESPONDENT PERCENTAGE (%)

VERY GOOD 14 14

BAD 2%

GOOD 28 28

AVERAGE 56 56

VERY GOOD 14%

GOOD 28%

AVERAGE 56%

BAD 2 2

VERY GOOD GOOD AVERAGE BAD

ANALYSIS: In this pie chart it is very much clear that customer perception about Suzuki automobile’s product is average 56% and 28% are good.

8) HOW DID YOU GET KNOW ABOUT SUZUKI?

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RESPONDENTS PERCENTAGE (%)

ADVERTISEMENT 44 44

FRIEND'S 20%

FAMILY 22 22

FRIEND’S 18 18

DEALER'S 7%

DEALER’S 6 6

ADVERTISEMANT 49%

ADVERTISEMANT FAMILY FRIEND'S DEALER'S

FAMILY 24%

ANALYSIS:

As we can see here the major promotional tool which is influencing the customers is advertisements which is around 49%, after that the major source of awareness among customers, is Family 24% & friend’s 20%. So here we can say that Suzuki should produce better advertisements like Access 125 and they should link their ads with the emotions of the customers so that the brand recognition by the customers will be for long time. The customers can still recall the punch lines of Bajaj and Hero Honda such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such should also use such kind of heart loving lines.

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9) IF YOU ARE GOING TO BE A CUSTOMER OF SUZUKI MOTORCYCLES, WHAT WILL BE YOUR EXPECTATION? MORE VARIETY

MORE VALUE FOR MONEY

IMPROVED QUALITY

14 14

49 49

29 29

RESPONDENTS PERCENTAGE (%)

BETTER SALES SERVICE 8 8

60 49

50 40

29

30 20

14 8

10 0 MORE VARIETY

ANALYSIS:

MORE VALUE FOR MONEY

IMPROVED QUALITY

BETTER SALES SERVICE

As we can see that most of customer expectation after going to be Suzuki motorcycles product is 49% ask more value for money & 29% ask improved quality so company should provided according to the needs and quality to the customer.

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10) WHICH BRAND ACCORDING TO YOU IS GIVING THE MOST COMPETITION TO SMPIL IN INDIA? HERO HONDA 34 34

RESPONDENTS PERCENTAGE (%)

TVS 9 9

HONDA 36 36

BAJAJ 21%

BAJAJ 21 21

HERO HONDA 34%

HERO HONDA TVS HONDA BAJAJ

HONDA 36%

TVS 9%

ANALYSIS: In this pie chart we can see that in India most competition brand against Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market share and fight with competition SMIPL has to give customer wide range of product with better quality.

11) DO YOU LIKE SUZUKI ACCESS 125? 84

RESPONDENTS PERCENTAGE (%)

VERY MUCH 54 54

AVERAGE 43 43

NOT SO MUCH 3 3

NOT SO MUCH 3%

VERY MUCH

AVERAGE 43%

AVERAGE

VERY MUCH 54%

NOT SO MUCH

ANALYSIS: As we can see that 69% customer are very much like Suzuki Access 125 but 43% customer are average like Suzuki Access 125 so company has to more improve his product.

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12) WHAT ABOUT THE PRICE OF SUZUKI ACCESS 125?

RESPONDENTS PERCENTAGE (%)

HIGHLY PRICED 22 22

LOW PRICE 2% 0%

AVERAGE PRICE 76 76

LOW PRICE 2 2

HIGHLY PRICED 22%

HIGHLY PRICED AVERAGE PRICE LOW PRICE

AVERAGE PRICE 76%

ANALYSIS: In this pie chart 76% customer are think that Suzuki Access 125 price is average and 22% customer are think that Suzuki Access 125% price is high so company maintain this price.

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13) DO YOU THINK THAT THE SUZUKI ACCESS 125 IS CAPABLE TO ATTRACT TODAY’S GENERATIONS? YES 69 69

RESPONDENTS PERCENTAGE (%)

NO 22%

NO 22 22

CANNOT SAY 9 9

CAN'T SAY 9%

YES NO CAN'T SAY

YES 69%

ANALYSIS: In this pie chart we can se that 69% customer are think that Access 125 is attract today’s generation and 22% are think that no so company should more focus on today’s generation.

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14) WHAT IS THE BEST THING IN SUZUKI ACCESS 125?

RESPONDENTS PERCENTAGE (%)

QUALITY 43 43

STYLE/DESIGN 33 33

SERVICE 13 13

PRICE 11 11

PRICE 11% SERVICE 13%

QUALITY 43%

QUALITY STYLE/DESIGN SERVICE PRICE

STYLE/DESIGN 33%

ANALYSIS: Above graph show that in Suzuki Access 125 the best thing is quality 43%, style/design 33% so company should maintain his quality & style and improved his service & price to increase satisfaction level.

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15) HAS IT SERVED THE PURPOSE OF PURPOSE OF PURCHASING?

RESPONDENTS PERCENTAGE (%)

YES 53 53

NO 12 12

AVEARAGE 29 29

CAN’T SAY 6 6

CAN'T SAY 6% AVEARAGE 29%

YES NO AVEARAGE CAN'T SAY

NO 12%

YES 53%

ANALYSIS: We can see that 53% are satisfied 29% are average satisfied and thinks that it is worth purchasing so it is good for company.

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16) SATISFIED WITH FREE SERVICE FROM THE SHOWROOM?

RESPONDENT PERCENTAGE (%)

YES 82 82

NO 18 18

NO 18%

YES NO

YES 82%

ANALYSIS: In this pie chart we can see that 82% customer is satisfied with free service from the showroom so the company showroom maintain his service & customer relationship.

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17) IS SUZUKI ACCESS 125 COMFORTABLE FOR DRIVING & JOURNEY?

RESPONDENTS PERCENTAGE (%)

YES 73 73

NO 3 3

AVERAGE 24 24

AVERAGE 24% YES NO AVERAGE

NO 3% YES 73%

ANALYSIS: Above pie chart shoe that 73% customer think that Suzuki Access 125 is comfortable for driving & journey so company should maintain quality of Access 125 and provide safety measures to the customer.

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18) MAINTENANCE COST OF SUZUKI ACCESS 125?

RESPONDENTS PERCENTAGE (%)

HIGH 6 6

AVERAGE 39 39

LOW 55 55

HIGH 6%

LOW 55%

HIGH AVERAGE LOW AVERAGE 39%

ANALYSIS: In this pie chart we can that the maintenance of Suzuki Access 125 is 55% low and 39% average so it is good for company and company should maintain his product quality.

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19) DO YOU THINK THE VALUE OF MONEY YOU SPENT ON SUZUKI ACCESS 125?

RESPONDENTS PERCENTAGE (%)

YES 69 69

NO 3 3

AVERAGE 28 28

AVERAGE 28% YES NO AVERAGE NO 3%

YES 69%

ANALYSIS: Above pie chart show that after purchasing Suzuki Access 125 69% customer are thinks that it is good value for money and 28% think that it is average for money.

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20) WHAT IS YOUR LEVEL OF SATISFACTION TOWARDS SUZUKI ACCESS 125? RESPONDENTS PERCENTAGE (%)

0-25 9 9

25-50 13 13

0-25 3%

50-75 26 26

75-100 52 52

25-50 5% 50-75 18% 0-25 25-50 50-75 75-100

75-100 74%

ANALYSIS: In this pie chart we can see that customer belongs to 75-100 satisfaction level, 18% customer belongs to 50-75 satisfaction level so it is good for company that people like Suzuki Acess125.

FINDINGS 94

 The survey show that 56% customer are average & 28% customer are

good perception about Suzuki automobile product  The study show that 44% respondents come to know from

“advertisement and 22% respondents purchase two wheeler from family’s recommendation.  The survey show that 49% customer are going to be Suzuki motorcycles because they expectation is more value for his money and 29% are going to be improve quality product.  The survey show that in India the most compare brand against SMPIL

is Honda 36%, Hero Honda 34% and Bajaj 21%.  The survey shows that 54% customers are like Suzuki Access 125 and

43% are average like.  The survey show that in the customer mind price of Suzuki Access 125 is average 76%, and 22% highly price.  The survey show that 69% customer think that Suzuki Access is capable to attract today’s generation.  The survey shows those 43% customers are believed that quality is the

best thing is Suzuki Access 125.

CUSTOMER’S REVIEW 95

 The style of scooter not much impressive, I am waiting for the how the market responds but main key is priced comparative with Honda activa and mileage.  Suzuki is globally known for quality, value for money & customer

satisfaction. They have taken care of every aspect. It’s a family vehicle. Have style, comfort, safety, space & price I am sure will be at par with competition.  I am very much impressed by the looks, style of Access. It is likely to be much dearer than Activa.  Suzuki-Access-125. Its looks very nice I am sure price of scooter will

be defiantly competitive with Honda-Activa.  I have liked the scooter. It is what I had expected to own. I

am

impressed

with

the

finish,

style

and

quality.

SWOT ANALYSIS 96

1) STRENGTHS:  Size and scale of parent company  Effective Advertising Capability  Committed and dedicated staff  High emphasis on R & D  Experience in the market  Established brand

2) WEAKNESSES:  Small showrooms  Not much emphasis on aggressive selling  Weak product diversity

3) OPPORTUNITIES:  Growing premium segment  Global expansion into the Caribbean & Central America  Become India’s leader  Growing premium segment.

4) THREATS:  Cut throat competition  Increasing number of players in the market  Rising raw material costs  Increasing rates of interest on finance

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LIMITATIONS

 This research is geographically restricted to Ahmedabad only.

Hence the result cannot be extrapolated to other places.  The study is restricted only to the organized sector of two wheeler industry  The seriousness of the respondents and their ability to justify their

answers may also be a limitation.  The sample size is small due to the specified reasons.  Findings are based on sample survey.  All interview questions are undisguised or direct. Hence there is a

scope for the respondents to be biased or pretentious.  During the survey most of the respondents contacted had newly purchased the motorcycle thus they could not respond accurately i.e. their satisfaction level and defects in the motorcycles.  The research is directly concerned with the study of human

preference and behavior and achieving absolute mathematical accuracy towards this was not possible.

RECOMMENDATIONS 98

The Suggestions that are given by customers and we give suggestions as a market researcher for Improving in a service, advertisements. Because after selling of a vehicle customer may has some of the problem and customer come for solve their problem through service and company should try to give proper service to satisfy customer by solving their problem. The suggestions are as followed:  As people expect more mileage per kilometer, company should increase the mileage of the Suzuki Vehicles.  SMIPL should increase the production capacity as the customers have to wait for 3-4 months for delivery of the Suzuki Access.  Company showroom should take less time for service the vehicle.  Company should facilitate a Scheme for servicing Old

Vehicles so that the entire customer services their vehicle at company’s service station.  Suzuki should introduce a low price moped.  All parts should be available at service station. Because sometime customer face the problem that parts are not available.  Company should facilitate a Scheme for servicing Old Vehicles so that the entire customer services their vehicle at company’s service station.

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 Suzuki increase in advertising in mass media to promote its sales.  Company should manufacture motorcycles which can withstand for

long time on Indian roads.  Company should appoint a brand ambassador and also sponsor

entertainment and sports events so that the name of the company remains in the minds of the people.  SMPIL should implement new marketing strategies to compete with Indian competitor  Suzuki at the moment has a very weak product portfolio and its

products are not that visible in the market.  Suzuki should maintain and produce the bikes in quarterly or half

yearly so that customers can avail options.

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CONCLUSION Indian 2-wheeler industry is the second largest in Asia after China. After the separation with Tvs Motors the main focus of Suzuki has been to capture the Indian Market through its Product which are Best In terms Of Style & Design and is trying to achieve more target of which it has laid down for the coming years its Recent Launched Bikes like Suzuki Zeus, GS150R, Hayabusa and Scooter Suzuki Access have shaken the market leader Like Bajaj, Hero Honda & Honda is giving them a tough competition & soon going Launch Few More Bikes in the market. But in a country like India where customer generally appreciates mileage it becomes necessary for a company like Suzuki which produces Bikes whose prices are towards the higher end to focus on other factors to which influence the consumer choice of Product like Prices, after sale services and many more. After deep research, analysis and getting information about customer of Suzuki Access 125 as formulated that Suzuki Access has success in the market and people satisfied this product.

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BIBLIOGRAPHY

MAGAZINES:  Auto India - Car & Bike Magazine

NEWSPAPERS:  Economic Times  Business Standard

WEBSITES:  www.suzukimotorcycles.co.in  www.autowebindia.com

 www.sitepoint.com  www.automonitor.com  www.siamindia.com

 Various Search Engines

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APPENDIX (QUESTIONNAIRE)

1. Name -________________________________________ 2. Age –

18-25

26-35

36-45

3. Gender-

Male

4. Marital Status-

46 and above

Female

Married

Unmarried

5. OccupationOfficials

Students

Retired

Others

6. Your income (per annum) (in thousands)? Rs. 75-100

Rs. 100-125

Rs. 125-150

Rs. 150 above

7. What is your perception about Suzuki automobile’s product? Very good

Good

Average

Bad

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8. How did you get to know about Suzuki? Advertisement

Family information

Friend’s recommendation

Dealer’s recommendation

9. If you are going to be a customer of Suzuki motorcycles, what will be your expectation? More variety more value for money Improved quality Better after-sales service 10.Which brand according to you is giving the most competition to SMIPL in India? Hero Honda

Tvs

Honda

Bajaj

11.Do you like the Suzuki Access 125? Very much Average

Not so much

12. What about the Price of Suzuki Access 125?

Highly priced

Moderate/Avg price

Low price

13. Do you think that the Suzuki Access 125 is capable to attract today’s

generations? Yes

No

cannot say

14. What is the best thing in Suzuki Access 125?

Quality

Style/design

Service

Price

15. Has it served the purpose of purchasing?

Yes

No

Average

Cannot say

16. Are you satisfied with free service from the showroom?

Yes

No

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17. Is Suzuki Access 125 comfortable for driving and journey?

Yes

No

Average

18. Maintenance cost of Suzuki Access 125?

High

Moderate/Avg

Low

19. Do you think worth the value of money you spent on Suzuki Access

125? Yes

No

Average

20.What is your level of satisfaction towards Suzuki access? 0-25%

25-50%

50-75%

75-100%

21.Suggestions/Feedback, if any __________________________________________________

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