A PROJECT REPORT ON “An Study Of Customer Relationship Management @ Poddar Car World(P) Ltd. Guwahati” FOR “Maruti Suzuki India PVT. LTD.” In partial fulfillment of the requirement of the award for the degree of Bachelor of Business Administration Under Icon College (affiliated to Gauhati University)
Submitted by:
Submitted to:
Shekhardeep Phukan Roll No. 382/14 G.U. Regd. No. 135800/14-15 BBA 5th Semester
Mr. Pankaj Sharma Assistant professor
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ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to my teacher, Mr. Pankaj Sharma, who gave me the golden opportunity to do this wonderful project titled “A Study on customer relationship management @ Maruti Suzuki”, which helped me in doing a lot of research in the field of management. They have provided me with the valuable guidance, sustained efforts and friendly approach. It would have been difficult to achieve the results in such a short span of time without their help. Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frame.
Shekhardeep Phukan 382/14 G.U. Regd. No. 135800/14-15 BBA 5th Semester
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DECLARATION
I Shekhardeep Phukan, hereby declare that the report for summer training project entitled “ THE STUDY OF CUSTOMER RELATIONSHIP MANAGEMENT OF MARUTI SUZUKI AT PODDAR CAR WORLD (P) LTD. GUWAHAT is a result of my own work and my indebtedness to other work publications, references, if any, have been duly acknowledged.
Shekhardeep Phukan
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PREFACE
Maruti Suzuki was promoted in the 1970. Indira Gandhi’s son Sanjay Gandhi was the managing director. It is a professionally managed and well establishes company enjoying the confidence of consumers because of its superior quality product and excellent customer services. Maruti Suzuki is a company, which believes in providing quality. Due to these features I did my summer internship in Maruti Suzuki with the aim of getting exposure to the functioning of the organization.
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INDEX Sr. No. 1
Particular Part I General Information Industry Overview 1.1 Industry profile 1.2 Comparison of market share
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1.3 Indian market players Company Overview/general information 2.1 Quick Facts 2.2 Milestone of development 2.3 Company Profile 2.4 Facilities 2.5 Board of Directors 2.6 Product profile 2.7 Departmental overview 2.8 Key success Factor 2.9 Major competitors 2.10 SWOT analysis Part II Research Work
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Introduction of the study 3.1 Rationale for the study 3.2 Objective of the study 3.3 Introduction to CRM 3.4 Literature Review
4
Research Methodology 4.1 Steps of Research 4.2 Types of Research
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Analysis and interpretation of data
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Result and findings
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Limitation
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Conclusion & Recommendation
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Bibliography
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Maruti Suzuki India Limited
Type
Public
Traded as
BSE: 532500 NSE: MARUTI BSE SENSEX Constituent
Industry
Automotive
Predecessor(s)
Maruti Udyog Limited
Founded
1981
Headquarters
New Delhi, India
Key people
R. C. Bhargava (Chairman) Kenichi Ayukawa (CEO & MD)
Products
Automobiles
Revenue
43272 crore (US$8.3 billion) (2015-16)
Net income
2469 crore (US$570 million) (2015-16)
Employees
7,103 (2014)
Parent
Suzuki
Website
www.marutisuzuki.com
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1.2 COMPARISON OF MARKET SHARE
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1.3 INDIAN MARKET PLAYERS
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2. Company Overview
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2.1 QUICK FACTS
Year of Establishment
February 1981
Vision
"The Leader in The Indian Automobile Industry, Creating Customer Delight and Shareholder's Wealth; A pride of India."
Industry
Automotive - Four Wheelers
Listings & its codes
BSE Code: NSE Code: Bloomberg: Reuter: MRTI.BO
Joint Venture
With Suzuki Motor Company, now Suzuki Motor Corporation, of Japan in October 1982.
Registered & Corporate Office
11th Floor, Jeevan Prakash 25, Kasturba Gandhi Marg New Delhi - 110001, India Tel.: +(91)-(11)-23316831 (10 lines) Fax: +(91)-(11)-23318754, 23713575 Telex: 031-65029 MUL IN
Works
Palam Gurgaon Haryana, Tel.: 2341341-5
Website
www.marutiudyog.com
10
Gurgaon
532500 MARUTI MUL@IN
Road -122015 India +(91)-(124)-2340341-5,
2.2 MILESTONE OF DEVELOPMENT
1981
Maruti Udyog Ltd. was incorporated.
1982
Stepped into a JV with SMC of Japan.
1983
Maruti 800, a 796 cc hatchback, India's first
affordable car was
produced. 1984
Installed capacity reached 40,000 units. Omni, a 796 cc MUV
was in production.
1985
Launch of Maruti Gypsy (970cc, 4WD off-road vehicle).
1986
Produced 100,000 vehicles (cumulative production).
1987
Exported first lot of 500 cars to Hungary.
1988
Installed capacity increased to 100,000 units.
1992
SMC increases its stake to 50 per cent.
1994
Produced the 1 millionth vehicle since the commencement of
production.
1995
Second plant launched, the installed capacity reached 200,000
units. 1996
Launch of 24-hour emergency on-road vehicle service.
1997
Produced the 2 millionth vehicle since the commencement of
production. 1998
Launch of website as part of CRM initiatives.
1999
Launch of Maruti - Suzuki innovative traffic beat in Delhi and
Chennai as social initiatives. 2000
IDTR (Institute of Driving Training and Research) launched
jointly with Delhi government to promote safe driving habits.
2001
2002
SMC increases its stake to 54.2 per cent.
Launch of customer information centers Bangalore, and Chennai.
Launch of Maruti Finance with 10 finance
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in Hyderabad,
companies in
Mumbai. Start of Maruti True value in Mumbai.
2003
Production of 4 millionth vehicle. Listed on BSE and NSE after a public issue oversubscribed 10
times.
2004
Maruti closed the financial year 2003-04 with an annual sale of
472122 units, the highest ever since the company began operations 20 years ago.
2005
The fiftieth lakh car rolls out in April, 2005.
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2.3 COMPANY PROFILE
Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The Indian government held an initial public offering of 25% of the company in June 2003. As of May 10, 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800,based on the Suzuki Alto key car which at the time was the only modern car available in India, its' only competitors-the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has produced over 5 Million vehicles. Marutis are sold in India and various several other countries, depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold by Suzuki and manufactured in Pakistan and other South Asian countries. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi. Maruti’s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. During 2012-13, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy, A Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A star and SX4 are manufactured in Manesar, Grand Vitara is imported from Japan as a completely built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.
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Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian car industry. This car is meant for an average Indian individual which is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of Japan. At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983.
This was from where Maruti took over. The company has crossed the milestone of becoming the first Indian company in March 1994, by manufacturing in totality one million vehicles. It is known for its mass-production and selling of more than a million cars. Maruti Suzuki India Ltd. is the India's largest automobile company which entered in the market with affirmed aim to render high quality fuel – efficient and low - cost vehicles. More than half the number of cars sold in India wear a Maruti Suzuki badge. We are a subsidiary of Suzuki Motor Corporation Japan. We offer full range of cars- from entry level Maruti 800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. Since inception, we have produced and sold over 7.5 million vehicles in India and exported over 500,000 units to Europe and other countries. Our turnover for the fiscal 2008-09 stood at Rs. 203,583 Million & Profit After Tax at Rs. 12,187 Million.
Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety of models in the 800 segment. Its cars operate on Japanese technology, pliable to Indian conditions and Indian car users. By the year 1998-99, the company has modernize the existing facilities and expand its capacity by 1,00,000 units. Recently to ward off the growing competition, Maruti has completed Rs. 4 billion expansion project at the current site, which has raised the total production capacity to over 3,20,000 vehicles per annum. With the coming of each and every year, the total production of the company exceed by 4,00,000 vehicles.
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MISSION An Organization’s mission is the purpose or reason for the organization’s existence, means, what the company is providing to society. “Maruti seeks to create a more prosperous society through automotive manufacturing” Mission critical attitude and fiscal prudence has been a way of life within Maruti, good or bad times notwithstanding. And what has fuelled this over the last 18 months is the Japanese major's 3-G philosophy pushed by Nakanishi, which he refers to as 'going back to basics'. "Arm chair management doesn't help," says Nakanishi. Genba (go to actual spot), Genjitsu (see what's happening) and Gembutsu (identify actual problem) have laid down the framework for Maruti in its 3-year rolling plan till 201011. Maruti’s fundamental mission is to contribute to people’s lifestyles, society, and the economy through automotive manufacturing. In upholding this mission, we have always focused on the future of the automobile industry when deciding how best to position our company. VISION While the global economy is deep in the recession roil and its tremors being felt in India, the country's largest automaker seems unfazed, What is helping Maruti today, is the company's ability to constantly innovate even beyond product ,so the company’s vision is “We have to ensure that any disruption in the environment doesn't jeopardize your market position. If we say this vision in one line then it is “Maruti’s aims to achieve long-term, stable growth in harmony with the environment, the global economy, the local communities it serves, and its stakeholders”.
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2.4 FACILITIES
Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first facility is at Gurgaon spread over 300 acres and the other facility is at Manesar, spread over 600 acres in North India. The Gurgaon facility Maruti Suzuki's facility in Gurgaon houses three fully integrated plants. While the three plants have a total installed capacity of 350,000 cars per year, several productivity improvements or shop floor Kaizens over the years have enabled the company to manufacture nearly 700,000 cars/ annum at the Gurgaon facilities. The entire facility is equipped with more than 150 robots, out of which 71 have been developed in-house. More than 50 per cent of our shop floor employees have been trained in Japan. Our Gurgaon facility also houses `K' Engine plant. The `K' family engine plant has an installed annual capacity of 240,000 engines and was commissioned in 2008. Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs 9,000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation. The next generation `K'engine like all Maruti Suzuki earlier technologies is highly fuel efficient, while offering the best in refinement and performance. It will take the engine technology to the next level in India. A-Star is the first car to be powered by `K' family engine. The forthcoming models will be powered by other `K' family engines The in-line plant layout consisting of Casting, Machining and Assembly processes has high level of automation, effective material handling and inventory reduction techniques in place, aimed for high operational efficiency. The facility employs global manufacturing best practices like cold testing, 100% on line automated checks to ensure global quality.
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The Manesar facility Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti Suzuki India Limited's (MSIL) global ambitions. The plant was inaugurated in February 2007. At present the plant rolls out World Strategic Models Swift , A-star & SX4 and DZire.The plant has several in-built systems and mechanisms. There is a high degree of automation and robotic control in the press shop, weld shop and paint shop to carry on manufacturing work with acute precision and high quality.
The plant is designed to be flexible: diverse car models can be made here conveniently owing to automatic tool changers, centralized weld control system and numerical control machines that ensure high quality. The plant at Manesar is the company's fourth car assembly plant and started with an initial capacity of 100,000 cars per year. This will be scaled up to 300,000 cars per year by October 2008. Diesel Engine Plant- Suzuki Powertrain India Limited Suzuki Powertrain India Limited the diesel engine plant at Manesar is SMC's & Maruti's first and perhaps the only plant designed to produce world class diesel engine and transmissions for cars. The plant is under a joint venture company, called Suzuki Powertrain India Limited (SPIL) in which SMC holds 70 per cent equity the rest is held by MSIL.
This facility has an initial capacity to manufacture 100,000 diesel engines a year. This will be scaled up to 300,000 engines/annum by 2010.
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Road Safety And Maruti Suzuki Maruti Suzuki has already trained around 450,000 persons in safe driving in the last few years. Through the National Road Safety Mission, the company plans to touch a total of million persons in the next few years. Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives. National Road Safety
Taking forward its commitment to Road Safety, Maruti Suzuki has adopted a National Road Safety Mission.
Under the mission Maruti Suzuki will Train 500,000 people in safe driving in the next 3 years across India.
While utilizing the existing 2 Institutes of Driving Training and Research (IDTR) in Delhi and the 50 Maruti Driving Schools (MDS) across the country the company will enter into partnerships with state governments for more IDTRs and with its dealers for more MDS. Of the 500,000 people to be trained, at least 100,000 will be people from
Underprivileged section of society, who are keen to take driving as a profession.
In addition, Maruti Suzuki will continue to support to government and industry in their efforts for road safety.
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2.5 BOARD OF DIRECTORS
Mr. R. C. Bhargava
Chairman
Mr. Amal Ganguli
Director Mr. Osamu Suzuki
Director
Mr. Shinzo Nakanishi
Mr. Manvinder Singh Banga
Managing Director and CEO
Mr. D. S. Brar
Director
Director
Mr. Keiichi Asai
Director
Mr. Shuji Oishi
Director
Ms. Pallavi Shroff
Director
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Mr. Kenichi Ayukawa
Mr. Tsuneo Ohashi
Director Director and Managing Executive Officer (Production)
As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the Company") has always believed in following highest standards of Corporate Governance. Being a listed Company, every act of the Company, its Board Members and its employees is the focus of public attention and accordingly, there is a need to reinforce Maruti's commitment towards maintaining highest standards of Corporate Governance. This Code of Business Conduct and Ethics ("Code of Conduct" or "Code") helps ensure compliance with our standards of business conduct & ethics and also with regulatory requirements. All Senior Management Personnel are expected to read and understand this Code of Business Conduct and Ethics, uphold these standards in day-to-day activities and also comply with all applicable standards, policies and procedures of the company. This policy should be read in conjunction with applicable regulations & existing policies & procedures of the Company. You can also contact the Secretarial & Legal Department if you have any questions or clarifications.
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2.6 PRODUCT PROFILE Car Model
Ex-Showroom Price (New Delhi)
Maruti Suzuki Alto 800
2.38 - 3.49 lakhs
Maruti Suzuki Omni
2.41 - 2.47 lakhs
Maruti Suzuki Eeco
2.98 - 3.98 lakhs
Maruti Suzuki Alto K10
3.15 - 3.28 lakhs
Maruti Suzuki Estilo
3.38 - 4.25 lakhs
Maruti Suzuki Wagon R 1.0
3.49 - 4.34 lakhs
Maruti Suzuki A-Star
3.72 - 4.58 lakhs
Maruti Suzuki Celerio
3.76 - 4.79 lakhs
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Maruti Suzuki Stingray
4.01 - 4.56 lakhs
Maruti Suzuki Ritz
4.23 - 6.16 lakhs
Maruti Suzuki Swift
4.42 - 6.71 lakhs
Maruti Suzuki Swift DZire
4.85 - 7.32 lakhs
Maruti Suzuki Gypsy
5.42 - 5.79 lakhs
Maruti Suzuki Ertiga
5.80 - 8.49 lakhs
Maruti Suzuki SX4
7.15 - 9.54 lakhs
Maruti Suzuki Kizashi
16.53 - 17.53 lakhs
Maruti Suzuki Grand Vitara
22.68 - 24.61 lakhs
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DEPARTMENTAL OVERVIEW
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2.8 KEY SUCCESS FACTOR
The Quality Advantage Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium compact car segment and the Esteem in the entry level mid - size car segment across 9 parameters. A Buying Experience like No Other Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car. Quality Service across 1036 Cities In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience.92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle. One Stop Shop At Maruti Suzuki, customers will find all car related needs met less than one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.
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The Low Cost Maintenance Advantage The acquisition cost is unfortunately not the only cost customers face when buying a car. Although a car may be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines. Lowest Cost of Ownership The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni. Technological Advantage It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a fuel-efficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car.
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MAJOR COMPETITORS
2 6
SWOT ANALYSIS
Consists of analysis of internal environment (Strength and weakness) and external environments
(Opportunity and Threat).
STRENGTH:
Contemporary technology. Japanese Management practices (that had
captured
Japan over USA to the status of top Auto manufacturing country in the world Early mover
advantages. Recruitment is done in very tedious
manner
ensuring talent and best professionals, working culture, after sale services, distribution, and diversification, Sell directly to consumers, and Keep costs below competitors’ costs.
WEAKNESS:
Still depends upon SUZUKI COPORATION, Japan For tech. support, 10% components are manufactured outside India. Though MUL has launched luxury cars as well it’s still considered as poor man’s brand. Diversification is not supported with all
India
presence
of
Manufacturing
Units.
Bureaucracy,
Technological
disadvantages, Decades of isolation, inertia and subservience to the whims of government bureaucrats have made MUL unaccustomed to international standards or keen competitors No strong relationships with computer retailers
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OPPORTUNITY:
First company to roll out suitably designed cars before 2008 as per Govt.’s Proposal of new ethanol (renewable) mixed fuel. Other companies’ lacks economy of scale, so market is still open. Importing new technology is controlled by Govt. so there is plenty of untapped market and with increase in Income scale, Demand is rising. Consumer desire for one-stop shopping Consumers know what they want to buy Internet could be a powerful marketing tool.
THREAT:
Numbers of new Technology driven players and manufactures are in market. Govt .reducing support and cutting down the Gas supply quota. (TOI, New Delhi, 11th june, 07).Competitors have stronger brand names Competitors have strong relationships with computer retailers. LIMITATION 1. The consumers were not amicable in giving their views. 2. Illiteracy was the biggest problem with the consumers to give answers of open-ended questions. 3. Lack of direct communication with sales manager regarding project work. 4. Unsuitability of time. 5. The sample size taken may not be a true representative of the population. 6. The consumers and retailers may not be forth coming in their replies. 7. Limitation regarding secondary data it was extremely difficult to get their relevant material for this purpose. 8. Information was confidential
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2 9
3. Introduction of the study
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3.1 RATIONALE FOR THE STUDY
In today’s intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market – focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects. After completing the primary formalities for vocational training, the approach followed for the project was by .having debatable discussion on various topics with the project guide, and keeping in mind the total time duration 8 weeks, the project title “Study of the Customer Relationship Management at PODDAR CAR WORLD in Guwahati ” was decided. Primarily, the researcher was given some random idea about this project at PERFECT automobiles. After having very basic understanding about its objective and importance in the organization, helped in understanding the project better so as to make platform for analysis. The objective behind making this project is to have the knowledge of the practices of Maruti Services by the Marketing Department. Maruti Suzuki India Limited 50% smaller, fewer, lighter and more beautiful style and design quotient (formerly Maruti Udyog Limited), a subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for over of the domestic car market. From its very inception, Maruti Suzuki has brought to India simple yet powerful Japanese philosophy The benefits of product quality, safety and cost consciousness have been fused and filliped in order to present the Indian populace with cars high on the . The extreme relevance of our brands in the Indian car arena, in beat with the lifestyles and desires of our changing nation has made us the market favorites, for over two decades. Gaining ground from strength to strength, we are inspirited now more than ever, to push boundaries and conquer new horizons.
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INTRODUCTION
Project Title: Study of the Customer Relationship Management for MARUTI SUZUKI @ PODDAR CAR WORLD in Guwahati Objective of project: Primary objective:
To study the customer awareness about Maruti Suzuki & Poddar Car World. To enhance the sale of Maruti Suzuki in the showroom.
Secondary objectives
To analyze the customer buying behavior.
To find out the satisfaction level of the customers at Poddar Car World automobiles showroom. To study the effect of event and promotion.
To make various suggestion on the improvement of the Poddar Car World.
Scopes:
Study is restricted to various parts of Guwahati which include: other dealer’s show room.
The scope of the study is restricted to Customer Relationship Management only.
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C.R.M Customer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. While the term CRM generally refers to a software-based approach to handling customer relationships, most CRM software vendors stress that a successful CRM effort requires a holistic approach. CRM initiatives often fail because implementation was limited to software installation, without providing the context, support and understanding for employees to learn, and take full advantage of the information systems. CRM tools should be implemented "only after a well-devised strategy and operational plan are put in place". CRM can be implemented without major investments in software, but software is often necessary to explore the full benefits of a CRM strategy. Other problems occur when failing to think of sales as the output of a process that itself needs to be studied and taken into account when planning automation. From the outside, customers interacting with a company perceive the business as a single entity, despite often interacting with a number of employees in different roles and departments. CRM is a combination of policies, processes, and strategies implemented by an organization to unify its customer interactions and provide a means to track customer information. It involves the use of technology in attracting new and profitable customers, while forming tighter bonds with existing ones.
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CRM includes many aspects which relate directly to one another: Front office operations — Direct interaction with customers, e.g. face to face meetings, phone calls, e-mail, online services etc. Back office operations — Operations that ultimately affect the activities of the front office (e.g., billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.) Business relationships — Interaction with other companies and partners, such as suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade associations). This external network supports front and back office activities. Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns, conceive business strategies, and judge the success of CRM activities (e.g., market share, number and types of customers, revenue, profitability). Proponents of CRM software claim that it doesn't only allow more effective ways of managing customer relationships, but also more customer-centric ways of doing business. Executives often cite the need for the proper tools as a barrier to delivering the experience their customers expect. A 2009 study of over 860 corporate executives revealed only 39% believe that their employees have tools and authority to solve customer problems.
Types/variations of CRM
There are several different approaches to CRM, with different software packages focusing on different aspects. In general, Customer Service, Campaign Management and Sales Force Automation (SFA) form the core of the system (with SFA being the most popular)
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Operational CRM Operational CRM provides support to "front office" business processes, e.g. to sales, marketing and service staff. Interactions with customers are generally stored in customers' contact histories, and staff can retrieve customer information as necessary. The contact history provides staff members with immediate access to important information on the customer (products owned, prior support calls etc.), eliminating the need to individually obtain this information directly from the customer. Reaching to the customer at right time at right place is preferable. Operational CRM processes customer data for a variety of purposes: Managing campaigns Enterprise Marketing Automation Sales Force Automation Sales Management System Analytical CRM Analytical CRM analyzes customer data for a variety of purposes: Designing and executing targeted marketing campaigns Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling, add on-selling Analyzing customer behavior in order to make decisions relating to products and services (e.g. pricing, product development) Management information system (e.g. financial forecasting and customer profitability analysis) Analytical CRM generally makes heavy use of data mining and other techniques to produce useful results for decision-making. It is at the analytical stage that the importance of fully integrated CRM software becomes most apparent. Logically speaking, the more information that the analytical software has available for analysis, the better its predictions and recommendations will be.
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Sales Intelligence CRM Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool. Features include alerts sent to sales staff regarding: Cross-selling/Up-selling/Switch-selling opportunities Customer drift Sales performance Customer trends Customer margins Customer alignment Campaign Management Campaign management combines elements of Operational and Analytical CRM. Campaign management functions include: Target groups formed from the client base according to selected criteria Sending campaign-related material (e.g. on special offers) to selected recipients using various channels (e.g. e-mail, telephone, SMS, post) Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing trends Collaborative CRM Collaborative CRM covers aspects of a company's dealings with customers that are handled by various departments within a company, such as sales, technical support and marketing. Staff members from different departments can share information collected when interacting with customers. For example, feedback received by customer support agents can provide other staff members with information on the services and features requested by customers. Collaborative CRM's ultimate goal is to use information collected by all departments to improve the quality of services provided by the company. CRM also plays a role of data distributor within customers, producers and partners. Producers can use CRM information to develop products or find new market. CRM facilitates communication between customers, suppliers and partner by using new information system such email, link and data bank.
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Consumer Relationship CRM Consumer Relationship System (CRS) covers aspects of a company's dealing with customers handled by the Consumer Affairs and Customer Relations contact centers within a company. Representatives handle in-bound contact from anonymous consumers and customers. Early warnings can be issued regarding product issues (e.g. item recalls) and current consumer sentiment can be tracked (voice of the customer). Strategy Several CRM software packages are available, and they vary in their approach to CRM. However, as mentioned above, CRM is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. This includes policies and processes, front-of-house customer
service,
employee
training,
marketing,
systems
and
information
management. Hence, it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements. Implementation issues Many CRM project "failures" are also related to data quality and availability. Data cleaning is a major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and interactions between individual customers, this must be reflected in all business processes. Data must be extracted from multiple sources (e.g., departmental/divisional databases such as sales, manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated, comprehensive system in place with well-defined structures and high data quality. Data from other systems can be transferred to CRM systems using appropriate interfaces.
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Because of the company-wide size and scope of many CRM implementations, significant pre-planning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the data available and the technology employed in existing systems. This evaluation is critical to determine the level of effort needed to integrate this data. Equally critical is the human aspect of the implementation. A successful implementation requires an understanding of the expectations and needs of the stakeholders involved. An executive sponsor should also be obtained to provide high-level management representation of the CRM project. An effective tool for identifying technical and human factors before beginning a CRM project is a preimplementation checklist. A checklist can help ensure any potential problems are identified early in the process. Privacy and data security System One of the primary functions of CRM software is to collect information about customers. When gathering data as part of a CRM solution, a company must consider the desire for customer privacy and data security, as well as the legislative and cultural norms. Some customers prefer assurances that their data will not be shared with third parties without their prior consent and that safeguards are in place to prevent illegal access by third parties. Maruti Suzuki CRM Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale, overall customer satisfaction with dealer service for the industry improves slightly in 2008-up by 3 points since 2007,with six of the 11 ranked brands demonstrating gains. While ranking below the industry average Tata and Mahindra emerge as the most improved brands, respectively, particularly in the areas of services initiation, quality of services advisors and in services experience.
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“Maruti Suzuki has effectively implemented simple producers that improved satisfaction with the value of work performed and perceptions of the fairness and honesty of the dealer, such as greeting service customers quickly upon arrival and fully explaining charges and repairs”, said Mohit Arora senior director at J.P Power Asia Pacific, Singapore “Instituting these low.-effort yet high-impact practices helps to foster trust among customers, which is critical to building loyalty for future service and sales opportunities.” S.M.R.-(service marketing report)Services marketing report is the detail of the customers who purchased the car from the showroom. In this report we have the data about the Customer purchasing date and the time of car servicing. Means by this report we remind to customer that it is the time of your car servicing .So we ask some questions for customer satisfaction these are the following questions: Ques.1-are you aware of the maintained schedule of yours cars? Ques2-as per record you cars service in due on-will you like to make a booking?
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3.4 LITERATURE REVIEW Review of Literature on CRM: Customer Relationship Management (CRM) has become one of the most dynamic technology topics of the millennium. According to Chen and Popovich (2003), CRM is not a concept that isreally new but rather due to current development and advances in information and enterprise software technology, it has assumed practical importance.The root of CRM is relationship marketing, which has the objective of improving the long-term profitability of customers by moving away from product-centric marketing. Bose (2002) noted that CRM was invented because the customers differ in their preferences and purchasing habits . If all customers were alike, there will be little need for CRM. As a result, understanding customer drivers and customer profitability, firms can better tailor their offerings to maximize the overall value of their customer portfolio (Chen and Popovich) . The attention CRM is currently receiving across businesses is due to the fact that the marketing environment of today is highly saturated and more competitive. In term of information technology (IT), CRM means an enterprise –wide integration of technologies
working
together
such
as
data
warehouse,
web
site,
and
intranet/extranet, phone support system, accounting, sales, marketing and production. Kotler (2000) assured that CRM uses IT to gather data, which can then be used to develop information acquired to create a more personal interaction with the customer. In the long-term, it produces a method of continuous analysis and reinforcement in order to enhance customer’s lifetime value with firms.
Benefits of CRM
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According to
Chen and Popovich (2003), CRM applications have
the ability
to deliver repositories of customer data at a much smaller cost than old network technologies. Throughout an organization, CRM systems can accumulate, store, maintain, and distribute customer knowledge. Peppard(2000) noted that effective management of information has a very important role to play in CRM because it can be used to for product tailoring, service innovation; consolidate views of customers, and for calculating customer lifetime value. According to
Swift
(2001), companies can gain many
benefits from CRM
implementation. He states that the benefits are commonly found in one of these areas:
o Lower cost of recruiting Customers o No need to acquire so many customers to preserve a steady volume of business o Reduced cost of sales o Higher Customer Profitability o Increased Customer retention & Loyalty o Evaluation of customers Profitability
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Past Survey-Facts Growth Strategies International (GSI) performed a statistical analysis of Customer satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40 countries by Info quest.
The conclusions of the study were: 1) A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a Somewhat Satisfied Customer. 2) A Totally Satisfied Customer contributes 17 times as much revenue as a Somewhat Dissatisfied Customer. 3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times
what a Totally Satisfied Customer contributes to a business.
4) By reducing customer defection (by as little as 5%) will result in increase in profits by 25% to 85% depending from industry to industry. An important facet of CRM is “customer selectivity”. As several research studies have shown not all customers are equally profitable (In fact in some cases 80% of the sales come through 20% of the customers). The company must therefore be selective and tailor its program and marketing efforts by segmenting and
selecting appropriate customers for individual marketing programs.
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4. Research Methodolog y
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RESEARCH METHODOLOGY
Research methodology is away to systematically solve research problem. In it we study the various step that are generally adopted by researcher in studying his research problem along with logic behind them. It is necessary for a researcher to know not only the research method/techniques but also the methodology. It may be noted, in the context of planning & development that the significance of research lines in its quality and not in quantity. Researcher should know how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why? Meaning of Research “Research is common parlance refers to a search for knowledge. In fact research is an act of scientific investigation.” The project was divided in to the following steps.
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4.1 STEPS OF RESEARCH
1. To decide objective of the Study:This step is also research problem. problem definition is the most critical part of the research process. research problem definition involves specifying the information needed by management. The main objective of the study are:
To study the awareness of Maruti Suzuki & Poddar Car World in Guwahati.
To find out the level of customer satisfaction with the offers, discount and services offered by Maruti Suzuki & Poddar Car World. 2. To decide research design & application:-
Research design involves defining the research problem, determining how to collect the data and from whom, establishing the way the data will be analyzed estimating costs and the preparation of the research approach. For this study, descriptive research was selected. 3. To decide Source of data there are two source of data Primary Data
Secondary Data
Primary data:Primary data is the original data collected specifically for the problem. Reason for selecting primary data:In terms of primary data a questionnaire has been used to interview desire sample units that give accurate and up to data information as well better to research problem.
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Research approaches: - Primary data can be collected in five main ways: through
Observation,
focus
groups,
surveys,
behavioral
data,
and
experiments.
Research instruments:- Marketing researchers have a choice of three main research Instruments in collecting primary data:
Questionnaires: - A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed-Ended.
Qualitative measures: - Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover.
Mechanical devices: -Mechanical devices are occasionally used in marketing research .Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture.
Secondary data:Data potentially useful in solving a current problem but that were collected for a different purpose. Reason for selecting secondary data:Secondary data can be gathered quickly and inexpensively, compared to primary data, it is clear useful to study analyzing the recent development in the telecom industry. Contact methods:- Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact:
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Mail questionnaire: - The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions.
Telephone interview: - Telephone interviewing is the best method for gathering information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.
Personal interview: - Personal interviewing is the most versatile method. The interviewer can ask more questions and record additional observations about the respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and often a small payment or incentive is offered. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview.
Online interviews: - There is increased use of online methods. There are so many ways to use the Net to do research. In this method, researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire.
Here I use online questionnaires as a instrument of research.
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4. To decide form of data collection:For this project survey method was selected which was carried through person interview. Because information from different customers was required. 5. To organize & collect data:Once the researcher has formulated and development a research design including questionnaire second thing he has to decide whether he has to collect the information. From all the targeted customers. There can be two types of survey are possible.
Sample Survey
Census Survey
Sample Sample is the true representation of the population by studying of the sample we can predict the behavior of the population. Sample Size: 50 (in this case) Method of Sampling:In this project, the survey was done within the market that means probabilistic convenience Sampling was carried out. To process & analyze data:After the data was collected it was tabulated, analyzed and interpreted to the conclusion reach. Techniques Applied
Bar Chart:- A chart in which the length of the bar represents the amount of the item associated with the bar.
Pie Chart:- A circle divided in to sections, such that each section represent the percentage of the total area of a circle associates with one variable.
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4.2 TYPES OF RESEARCH
Along with this there may be 3 type of research methodology these are :They are – Exploratory Research Descriptive Research Casual Research
“My research is based on the exploratory research.”
Exploratory Research “The objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis.” Which means first we have to define the problem and research objective? Then we have to develop the research plan for collecting information. Now after collection data we have to interpret those data for any suggestion,
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5. Analysis and Interpretatio n of data
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5. ANALYSIS & INTERPRETATION OF THE DATA
Which Maruti Model do you have? Model Maruti 800 Maruti Swift Maruti Wagon-R Maruti Alto Other
Respondant 1 22 11
Percentage 2% 44% 22%
9 7
18% 14%
Data Analysis: From the above table we can conclude that according to opinion of customers,2% are use maruti 800,44% are use maruti swift,22% are use maruti wagon-R,18% are use maruti alto,and 14% people are use other car of maruti Suzuki.
Data interpretation: Most demanded version of the company is swift,because, its design & price is very affordable to the customer.
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Which Version do you have? Particula Responden Percentag r t e
Petrol Diesel LPG or GAS
28 20 9
49% 35% 16%
Data Analysis From the above table we can conclude that according to the dealers 35 % of the customer asks for the diesel variants while 49% support the petrol variants and 16 % wants the LPG variants of different models. Data Interpretation The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants. The customers are also looking for the gas models which will suitable for LPG and CNG. So the firm should think for the diesel and gas variants.
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If you have Maruti Suzuki what features do you like most?
Particule Respondan r tPercentage
Price Quality Services Other
12 28 9 1
24% 57% 17% 2%
Data Analysis The above analysis shows that 24 % of customers are buying the Maruti Suzuki product for its price, 56 % buy them due to their quality. 18% think that after sale service is provided by Maruti. And 2% people buy them due to other reasons like style, look etc. Data Interpretation We can conclude that most of the people think that Maruti Suzuki pricing are economical so they are loyal to his brand. While other people give emphasis to the after sale service. Quality and other features are also a trait for the buyers.
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What is the performance of your Car?
Particuler
Respondan tPercentage
Excellent Very Good Good Poor
11 30
22% 60%
8 1
16% 2%
Data Analysis The above analysis shows that there is 22% customers are highly satisfied from the performance of car, there is 60% response is very good and 16% is response for good also there is 2% response of poor performance of car. Data Interpretation We can conclude that there is huge no of customer’s are satisfied with the performance of the car, data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers.
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After Servicing your vehicles PARTICULE RESPONDAN PERCENTAG R T E YES NO
40 10
delivered at the promised time?
80% 20%
Data Analysis There is 80% customers response is that they get their vehicle at promisied time , 20% customers who responded that they never get their vehicle at promisied time. Data Interpretation Servicing comes in after sales services,dealer provides this services to customers so there is necessary for dealer to provide the vehicle at the promised time because it makes the relationship better with the customers. 55
What rank you will give to your company as for the satisfaction level 1 is the highest 5 is the lowest rank of satisfactory level? RESPONDAN PERCENTAG T E
RANK
1 2 3 4 5
9 17 17 5 2
18% 34% 34% 10% 4%
Data Analysis The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the lowest,there is 18% response for the rank 1,34% for the rank 2,34%for the rank 3,10% for the rank 4,4% for the rank 5. Data Interpretation By the analysis this is found that there is huge customers of Mruti Suzuki those are satisfied from the company.
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How you find the behavior of sales executive?
RANK
RESPONDAN PERCENTAG T E
Excellent Very Good
6 25
12% 50%
Good Poor
15 4
30% 8%
Data Analysis The table shows that there is 12% opinion for the excellent and 50% response for good,30% for good and also there is 8% opinion for poor relationship with the dealer. Data Interpretation There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management.
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What you will say about after sales services of company? Rank Excellent Very good
Respondant Percentage 7 14% 25 50%
Good poor
15 3
30% 6%
Data Analysis The table shows that there is 14% customer responded for the excellent services of company and 50% for the very good,30% for the good and there is 6% responded for the poor services of the company. Data Interpretation There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management.
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Does the sales team of Maruti suzuki regularly visit to your outlet or place?
Ans Yes No
Respondant Percentage 17 34% 33 66%
Data analysis
From above diagram we are conclude that 34% customer says that they visit their outlet or place.where 66% customer say they don’t visit.
Data interpretation
Company’s dealer should improve the service of daily visit of the customer at their place.
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Which company is giving you much benefit?
Particular
Respondant
Maruti suzuki Hyundai Ford Honda Other
28 13 1 7 1
Percentage
56% 26% 2% 14% 2%
Data analysis
From the above chart we can conclude that, majority customer give to maruti Suzuki it is 56%,where Hyundai got 26%,ford got 2%,Honda got 14%,other got 2%.
Data interpretation
in the sence of the benefit provider company in this case it is ahead.
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According to you what are the areas of improvement is needed?
Particuler Service Behavior of salesmen Customer care Other
Respondant 18 6 21 5
Percentage 36% 12% 42% 10%
Data analysis:
According to the above chart we can understand that, 36% customer need improvement in service, 12% says about behavior of salesmen,42% says about customer care service, and 10% people says about other side improvement.
Data interpretation
After analysis we can say that customers are not get many services of company as they expected. So dealer should be improve that services. So it will beneficial to improve customer relationships.
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What are the additional benefits, company providing to you? Particular Quality service Gifts Occasional wishes Regular phone calls All of these None of these
Respondent Percentage 19 38% 3 6% 4 8% 2 4% 13 26% 9 18%
Data analysis
From the above chart we can analyze that 38% prefer quality of service, 6% get gifts,8% get occasional wishes, 4% are get regular phone calls 26% get all of these, and 18 % are not get any of these.
Data interpretation
After analyze the data we understand that many of the customer are far away from extra benefits. So company should improve that. Because it is a very helpful to build the relationship to the custom
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Does the Maruti Suzuki helps you in sorting out the problems? Particular Respond Percentage Yes 32 64% No 23 46%
Data analysis From the above chart we can understand that how company helpful to the customers problems.so, 64% customers says yes, 46% says about no, Data interpretation After analyze the chart and data we came to know that company & dealer perfect automobiles should think out & take step against the unsatisfied customer for better customer relationship.
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6. Results and findings
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6. RESULTS & FINDINGS
The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants. The customers are also looking for the gas models which will be suitable for LPG and CNG. So the firm should think for the diesel and gas variants.
Most of people think Maruti Suzuki pricing are economical so they are loyal to his brand. While other people give emphasis to the after sale service. Quality and other features are also a trait for the buyers.
There is large no of customer’s are satisfied with the performance of the car, data is concerned with those customers who are the existing customers of Maruti Suzuki and data is also concerned with new customers.
Servicing comes in after sales services,dealer provides this services to customers so there is necessary for dealer to provide the vehicle at the promised time because it makes the relationship better with the customers.
There should be good relation between customer and dealer because it helps to increase the sales of company and also helpful for making the customer relationship management.
There is important to know the after sales services of the company it shows the customers satisfaction and also shows the customer relationship management.
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7. Limitations of the study
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7. LIMITATIONS
It was assumed that the information given by the respondents is authentic and best of their knowledge.
Some of the view given was completely views by customers as they were in a hurry and were not considered in the data analysis. The result of the study is applicable to the survey area only.
Time is also one of the important limitations.
Dull process and unwilling respondent also affect the result of the study.
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8. Conclusion & Recommendatio n
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8. CONCLUSION OF THE STUDY
The research work was successfully identifying by the studying the relationship management of Maruti Suzuki in Poddar Car world in Guwahati. The conclusion can be drawn from this study may be:
Maruti Suzuki is India’s one of the leading automobile manufactures and also the leader of the market both in terms of volume and revenue generated.
Hence Maruti Suzuki Limited has captured over all share of 49% in the Indian car market.
RECOMMENDATION
To conclude, it can be said that PERFECT Automobiles has created its image in a very short period in Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is attracting the customers with its good services. Most of the customer satisfied by buying the Maruti car from PERFECT automobiles. This satisfaction can be concluded by the response of customer in the questionnaires. Day by day Maruti Suzuki is improving his reputation to other Automobile Company. The comparison chart and survey report in this training report can recognize this. There should be more staff having experience of automobile sector. There should be more efficient planning for satisfying customer needs.
Attractive offers should be given time to time, to increase customer’s interests
There should be easy process of car servicing.
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9. Bibliography
7 0
9.BIBLIOGRAPHY
(n.d.). Retrieved from www.marutisuzuki.com. (n.d.). Retrieved from www.wikipedia.com. KOTLER, P. (2013). Marketing management 14th edittion.
r, C. (2004,2nd revised edition). Reserch methodology. New age International pvt ltd publishers.
www.google.com. (n.d.).
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