Internship Project for Automobile sector

The Process Adherence To Measure SSI & CSI Of ASPI Cars Pvt. Ltd. & Competitor Analysis

Prepared By:Kirtan Pandya (32)Dhiraj Premani (41)SLIMS PGP (2011-13)

Flow Of Content

Introduction Of ASPI Cars Pvt. Ltd.

History of Automotive Industry In India

Sales Process at ASPI Cars Pvt. Ltd.

Service Process at ASPI Cars Pvt. Ltd.

Research on CSI (Customer Service Index) for ASPI Cars Pvt. Ltd.

Research on SSI (Sales Satisfaction Index) for ASPI Cars Pvt. Ltd.

Sales Pattern at ASPI Cars Pvt. Ltd.

Promotional Activity at ASPI Cars Pvt. Ltd.

Competitors Analysis regarding leading automobile companies

Bibliography

Introduction Of ASPI Cars Pvt. Ltd

ASPI CARS PVT LTD is an authorized dealer of TATA motors and

FIAT & deals in sales, service and spares

MISSION

“To be The No.1 Dealer Nationally” It started its journey in the year 2006 in the month of December with its

first showroom at sarkhej narol road near vishala hotel Ahmedabad and now also at Naranpura and at chandkheda

Employees here share the information & guide customer in order to make them buy appropriate choice.

It is among the top 3 most trusted dealer of Tata Motors & Fiat brand It is also ranked 2nd among the dealers at national level and also ranked 1st

in west region (Rajasthan, Gujarat) & is known for its Best in class on time Delivery


LOB(LINE OF BUSINESS)

NANO TEAM

•NANO

CAR TEAM

•Indica•Vista•Indigo CS•Manza

UV TEAM

•Safari•Sumo Gold•Sumo victa•Grande•Venture•Aria

FIAT TEAM

•Punto•Linea


Team1- NANO TEAM (Small Car)


Team 2- CAR TEAM


TEAM 3- UTILITY VEHICLES (UV) TEAM


TEAM 4- FIAT TEAM


History Of Automotive Industry In India

• In 1940s the Indian automotive industry was at a very nascent stage.

• Indian automobile industry was plagued by unfavorable government policies. All it had to offer in the passenger car segment was a 1940s Morris model called the Ambassador

• In 1953, government of India and private sector came together to build an automotive component manufacturing industry to meet the rising needs of the automobile industry

• The economic liberalization in 1991 has succeeded in bringing about a sustained growth in the automotive production sector triggered by enhanced competitiveness

• A number of Indian automobile manufacturers including Tata Motors, Maruti Suzuki and Mahindra and Mahindra, have dramatically expanded both their domestic and international operations

Timeline of Indian Automobile Industry

Year Company Year Company

1901 First Indian to own a car in India – Jamshedji Tata 1995 Reva Electric Car Company

1905 Fiat Motors 1996 Hyundai Motors

1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata

1997 Toyota Kirloskar Motors

1911 First Taxi in India 1997 Fiat Motors (Re-Entry)

1928 Chevrolet Motors 1998 Volvo

1945 Tata Motors 1998 Mitsubishi Motors

1947 Mahindra Motors 2003 Chevrolet

1981 Maruti Suzuki 2004 Audi

1994 Mercedes Benz 2006 BMW

1995 Ford Motors 2007 Volkswagen

1995 Honda SIEL 2009 Jaguar

History Of Automotive Industry In India

Sales Process at ASPI Cars Pvt. Ltd

Security

Reception

Customer advisor

Accounts

R.T.O.

Delivery

Service Process at ASPI Cars Pvt. Ltd

Booking

Pre-job card

Security guard

Service advisor

Service activity

Delivery (IFIR Form)

A Research OnCUSTOMER SERVICE INDEX

At ASPI Cars Pvt. Ltd.

CSI (Customer Service Index)


Customer Satisfaction Index (CSI) is a measure of how products and services supplied by a company meet or surpass customer expectation

Significance Of CSI: Demonstrate commitment to listening to customers

Enhance profits

Gain feedback from customers about products, services, and/or support outside of what

customers provide the sales force

Improve customer satisfaction and retention

Improve quality of service

Increase market share

Increase repeat business

Obtain information on product developments, priorities, and requirements

Provide a way for unhappy customers to vent

PROBLEM STATEMENT:In spite of purchasing car from Aspi cars pvt. Ltd., some customers prefer other service stations for service of their cars

RESEARCH OBJECTIVE: Factors that prevents the customers to give their cars for service at Aspi cars

pvt. Ltd.

Improvements that customers want from service department of Aspi cars pvt.

Ltd.

Learn where the company stands in comparison with competitors

Improve customer satisfaction and retention


RESEARCH DESIGN

Type Of Research: Descriptive

Data Collection: Primary Data: In this survey, we chose telephonic inquiry and called customers

who purchased their cars from Aspi cars Pvt. Ltd. But did not get their car serviced from Aspi. For that we prepared one questionnaire which was the only data source for our research

Sampling: The sampling was done on the random basis from the data of lost customers. Our sample size was of 198 customers


• Data Preparation and Interpretation

DISTANCE

SERVICE TIME

SERVICE QUALITY

DISCOUNTS

PAST BAD EXPERIENCE

PRICE

WEAK RESPONSE

OTHERS (PREFER OTHER DEALER)

0 2 4 6 8 10 12 14 16 18 2019

2

14

2

13

4

16

6

REASONS FOR SERVICE DISSATISFACTION


UNABLE TO CONTACT

SATISFIED

DISSATISFIED

HIGHLY DISSATISFIED

SOLD OUT

NO SUGGESTIONS

REMOVE FROM CALLING LIST

PURCHASED FROM OTHER DEALER

0 10 20 30 40 50 60 70 80 90 100

95

37

22

14

22

2

1

5

FINDINGS


L.O.B. WISE ANALYSIS• Utility Vehicles

NUMBER PERCENTAGE (%)

SATISFIED 4 44.44

DISSATISFIED 5 55.55

TOTAL 9 100


L.O.B. WISE ANALYSIS• Tata Cars


SATISFIED 26 52

DISSATISFIED 24 48

TOTAL 50 100


L.O.B. WISE ANALYSIS• Fiat Cars:


SATISFIED 2 40

DISSATISFIED 3 60

TOTAL 5 100


TEST FOR INDEPENDENCE

H0: Service satisfaction level is independent of the Service department.

H1: : Service satisfaction level is not independent of the Service department


OBSERVED FREQUENCY

SATISFACTION LEVEL

SERVICE DEPARTMENT

SATISFIED DISSATISFIED TOTAL

FIAT 2 3 5

TATA 26 24 50

UV 4 5 9

TOTAL 32 32 64

EXPECTED FREQUENCY

SATISFACTION LEVEL

SERVICE DEPARTMENT

SATISFIED DISSATISFIED TOTAL

FIAT 2.5 2.5 5

TATA 25 25 50

UV 4.5 4.5 9

TOTAL 32 32 64


Service department

Satisfaction level

Observed frequency(fij)

Expected frequency(eij)

(fij- eij) (fij- eij)2 (fij- eij)2/eij

Fiat Satisfied 2 2.5 -0.5 0.25 0.0039

Fiat Dissatisfied 3 2.5 0.5 0.25 0.0039

Tata Satisfied 26 25 1 1 0.0156

Tata Dissatisfied 24 25 -1 1 0.0156

Uv Satisfied 4 4.5 -0.5 0.25 0.0039

Uv Dissatisfied 5 4.5 0.5 0.25 0.0039

χ2 0.05

• The value of test statistics is χ2= 0.05.• At 0.05 level of significance, χ2α= 5.99• Since, χ2 ≤ χ2α do not reject H0. Therefore, we can conclude that Satisfaction level is independent of the Service department

FINDINGS• Weak response in terms of handling customer complaints before and after service

• Damage of parts of cars by service staff which prevents customer to come again for service

• From 198 customers, 95 were unable to contact, 37 were satisfied, 22 were dissatisfied and

14 were highly dissatisfied.

• The service quality of different L.O.B. does not vary.


A Research OnSALES SATISFACTION INDEX

At ASPI Cars Pvt. Ltd.

SSI (Sales Satisfaction Index)

SSI0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

9.4

10.1

11.4

12.4

14.8

16.4

25.5

DELIVERY PROCESSDELIVERY TIMINGSALES PERSONSALES INITIATIONDEALER FACILITYPAPERWORKDEAL


SSI Factors & Attributes

PROBLEM STATEMENT Decreasing SSI (Sales Satisfaction Index) of ASPI Cars Pvt. Ltd

RESEARCH OBJECTIVE Factors that affects consumer while purchasing a car Factors that needs to be improved in Sales process Improvements or suggestions by the customer to make the Sales process better

RESEARCH DESIGN Data Collection: Primary Data: In this survey, we chose telephonic inquiry and

called customers who purchased their cars from ASPI cars Pvt. Ltd in Feb-March 2012. For that we prepared one questionnaire which was the only data source for our research.


ENTRANCE

RANKNO. OF PEOPLE

0 8

1 3

2 3

3 13

4 23

5 51

101

08% 1

3% 23%

313%

423%

550%

ENTRANCE


RECEPTION

RANK NO. OF PEOPLE

0 5

1 4

2 4

3 11

4 22

5 57

103

05% 1

4% 24%

311%

421%5

55%

RECEPTION


CUSTOMER ADVISOR

RANK NO. OF PEOPLE

0 0

1 1

2 0

3 8

4 24

5 68

101

11% 3

8%

424%

567%

CUSTOMER ADVISOR


AMBIENCE

RANK NO. OF PEOPLE

0 0

1 0

2 1

3 20

4 36

5 48

105

21%

319%

434%

546%

AMBIENCE


TESST DRIVE

RANK NO. OF PEOPLE

0 2

1 1

2 2

3 5

4 15

5 51

76

03% 1

1% 23% 3

6%

420%

567%

TEST DRIVE


FINANCE

RANK NO. OF PEOPLE

0 2

1 2

2 1

3 6

4 6

5 35

52

04% 1

4% 22%

311%

412%

567%

FINANCE


DELIEVERY

RANK NO. OF PEOPLE

0 3

1 4

2 2

3 6

4 18

5 71

104

13%

24% 3

2%4

6%

517%

668%

DELIVERY


Satisfied 61/105

Improvement in P.D.I. 5

Absence of receptionist / refreshment not offered 3

Problem in finance 4

Proper response from Customer Advisor before & after the booking 10

Proper parking area for customers 6

Weak response from R.T.O. department 2

Test drive vehicle not available 2

Late delivery 2


FINDINGS

• Proper guidance for the visitors about parking by security guard & parking

board as well

• P.D.I process needs a lot of improvement

• Continuous check on whether customers are provided refreshment facility

in time

• Customer should be treated equally before & the booking of a car

• Door to door delivery of R.C. Book


SUGGESTIONS

• There should be soft music in the background

• Showroom should be more spacious & provide privacy to customers

• Each and every process of the event should be monitored carefully

• ASPI should provide cover for the car to new customers

• On time delivery of car


SUGGESTIONS (CONTD)

• Customers are fully satisfied with the demonstration given to them about

the car which shows that our customer advisors are very efficient

• Refreshment facility is very good (but can be improved)

• Cleaning department is very much effective and sincere about their work


GOOD THINGS AT ASPI Cars Pvt. Ltd.

SALES PATTERN

Under this project, we analysed the sales data of year 2010 & 2011 which contained

month wise sales of individual cars, type of finance (self / finance), intended usage (personal /taxi), type of fuel used (petrol / diesel), L.O.B. (Line of business) and Variants in each car.

We compared two year data which is useful in two ways 1) To manage the inventory for the upcoming years, 2) To find the loopholes. RESEARCH METHOD

Secondary data: In this particular research, all the data were secondary which were provided by the company itself.

JANUARY FEBRU-ARY

MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER

OCTOBER NOVEM-BER

DECEM-BER

Series1 145 189 212 134 158 208 208 243 222 256 101 218

Series2 163 134 169 60 120 100 67 166 183 155 135 169

25

75

125

175

225

275

SALES

• As you can see form the graph, sales in each month except January has decreased in 2011

compared to 2010. The reason could be new car launches in 2011 like, Hyundai Eon, Volkswagen

Jetta, Nissan Sunny Diesel, Mahindra XUV 500, Toyota Etios ,Liva and Honda Brio.

• The other reason for decline in sales is opening of 3rd dealer of TATA Motors in Ahmedabad.

SALES PATTERN

SALES PATTERN

JANU-ARY

FEBRU-ARY


OCTO-BER

NOVEM-BER

DECEM-BER

Series1 61 76 71 54 54 91 96 124 70 104 48 78

Series2 68 49 65 17 55 37 16 85 73 45 40 58

1030507090

110130

SELF

JANUARY FEBRU-ARY


OCTOBER NOVEM-BER

DECEM-BER

Series1 84 113 141 80 104 117 112 119 152 152 53 140

Series2 95 85 104 43 65 63 51 81 110 110 95 111

10

50

90

130

FINANCE

JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER

OCTOBER NOVEM-BER

Series1 139 175 198 128 141 191 203 236 201 246 98

Series2 161 132 159 55 116 95 64 162 177 151 132

2575

125175225275

PERSONAL

JANUARY FEBRUARY MARCH APRIL MAY JUNE JULY AUGUST SEPTEM-BER

OCTOBER NOVEM-BER

Series1 6 14 14 6 17 17 5 7 21 10 3

Series2 2 2 10 5 4 5 3 3 6 4 3

2.57.5

12.517.522.5

TAXI

SALES PATTERN

JANUARY FEBRU-ARY


OCTOBER NOVEM-BER

DECEM-BER

Series1 63 63 75 46 47 76 91 53 53 52 22 49

Series2 64 30 34 11 22 19 19 31 22 30 21 42

5

25

45

65

85

PETROL

JANUARY FEBRU-ARY


OCTOBER NOVEM-BER

DECEM-BER

Series1 82 126 137 88 111 132 117 190 169 204 79 169

Series2 99 104 135 49 98 81 48 135 161 125 114 127

25

75

125

175

225

DIESEL

SALES PATTERN

FIAT CAR TEAM UVs NANO

Series1 241 1426 253 374

Series2 130 933 289 269

100300500700900

110013001500

L.O.B.

SALES PATTERN

SALES PATTERN

CX LX STD

Series1 139 187 48

Series2 105 123 44

1030507090

110130150170190

NANO

SALES PATTERN

AQUA AURA ELAN

Series1 36 441 0

Series2 39 185 40

25125225325425

INDIGO MANZA

GLS GLX LE LX LS XL VX

Series1 5 28 9 106 31 43 0

Series2 2 14 10 106 34 14 NaN

1030507090

110

INDIGO eCS

SALES PATTERN

DLE DLS XETA LE LS LX

Series1 57 107 9 0 0 0

Series2 2 5 0 3 89 32

1030507090

110

INDICA

AQUA AURA TERRA QUADRAJET

Series1 113 256 185 0

Series2 17 77 91 167

25

125

225

INDICA VISTA

SALES PATTERN

CX EX GX LX

Series1 59 2 3 1

Series2 76 2 1 6

5

25

45

65

SUMO VICTA

EX GX LX VX

Series1 56 15 25 24

Series2 57 6 22 14

5

25

45

SAFARI

SALES PATTERN

PRESTIGE PRIDE PLEASURE PURE

Series1 5 1 0 0

Series2 13 13 20 23

2.57.5

12.517.522.5

ARIA

EX GX LX

Series1 7 6 35

Series2 1 6 2

2.5

12.5

22.5

32.5

SUMO GRANDE

SALES PATTERN

1 2

HT 1 9

13579

SPACIO

1 2

EX 1 1

0.1

0.5

0.9

XENON

SALES PATTERN

DYNAMIC EMOTION ACTIVE

Series1 1 54 42

Series2 3 40 30

5

25

45

FIAT PUNTO

Axis Title

ACTIVE DYAMIC EMOTION T JET

Series1 4 8 128 3

Series2 2 3 48 4

1030507090

110130

FIAT LINEA

1. EVENTS

2. ONLINE PROMOTION

3. IN-HOUSE ACTIVITY

Promotional Activity at ASPI Cars Pvt. Ltd

EVENT PRE-PLANING EVENT DAY FOLLOW UP


EVENT


ONLINE PROMOTION


Promotional Activity at ASPI Cars Pvt. Ltd ONLINE PROMOTION


IN-HOUSE ACTIVITY:

IN-HOUSE ACTIVITY:


Competitor Analysis & Consumer Perception Regarding Leading

Automobile Companies

Competitor Analysis & Consumer Perception

RESEARCH OBJECTIVES

• To understand the consumer perception at the time of car

purchase

• To analyse the position of leading automobile companies and

extract their strong & weak points

• Factors affecting at the time of second car purchase

• Retention level of each company in terms of attracting

customers again

RESEARCH DESIGN

TYPE OF RESEARCH:

• Descriptive

DATA COLLECTION:

• Primary data: Communication Study

– Close-ended, multiple choices.

– Research instrument- Questionnaire

– Also collected 19 responses from

Facebook by posting our survey there

SURVEY APPROACH:

• We got our questionnaire filled

from the users of the different

cars. We collected data from

different showrooms, malls and

parking areas.

SAMPLING:

• The data of 140 peoples was

collected.


Company No. Of PeopleMaruti Suzuki 36Tata 30Hyundai 29Honda 19Mahindra 26 140

DATA ANALYSIS & INTERPRETATION:

First car owners:


• Rank Of Maruti Suzuki From 1 To 5:

1 2 3 4 5

Rank 1 2 3 4 5

No of people 56 31 20 18 15

51525354555

Maruti Suzuki


• Rank Of TATA Motors From 1 To 5:

1 2 3 4 5

Rank 1 2 3 4 5

No of people 18 23 31 43 25

2.5

12.5

22.5

32.5

42.5

TATA Motors


• Rank Of Hyundai From 1 To 5:

1 2 3 4 5

Rank 1 2 3 4 5

No of people 25 44 37 21 13

2.5

12.5

22.5

32.5

42.5

Hyundai


• Rank Of Honda From 1 To 5:

1 2 3 4 5

Rank 1 2 3 4 5

No of people 24 26 40 35 15

2.57.5

12.517.522.527.532.537.542.5

Honda


• Rank Of Mahindra From 1 To 5:

1 2 3 4 5

Rank 1 2 3 4 5

No of people 17 16 12 23 72

515253545556575

Mahindra


• Factors That Consumer Considers While Purchasing The First Car

perfor-mance

price looks brand name

low main-tainance

features

Series1 84 65 64 60 47 41

51525354555657585

Factors


• SATISFACTION LEVEL:

• Out of 140 customers, only 4 customers were not satisfied

with their car. And the reasons for their dissatisfaction were

high maintenance, inefficient after sales service

• So we can say that, satisfaction level of the customers with

their current car is approximately 97%


• Second Car Preference:

Company No. Of People

Maruti 30

Tata 25

Hyundai 29

Honda 35

Mahindra 19

Others 9

147


• Factors That Consumer Considers While Purchasing The Second Car

brand name

per-for-

mance

looks fea-tures

after sales

service

low main-

tainance

resale value

price

Series1 64 36 31 8 6 5 5 5

5152535455565

Factors


• Retention Level:

First Car No Of People Same Car % Retention

Maruti 36 12 33

Tata 30 13 43Hyundai 29 9 31Honda 19 7 37Mahindra 26 15 58


maruti tata hyundai honda mahindra

Series1 33.3333333333333

43.3333333333333

31.0344827586207

36.8421052631579

57.6923076923077

5152535455565

% Retention


• Findings:

• As the larger proportion of Indians contains middles class people,

they prefer Maruti as their first cars as it has looks and it provides

better performance as well

• From our analysis customers ranked Maruti on 1st rank, Hyundai on

2nd rank, Honda on 3rd rank, TATA on 4th rank and Mahindra on 5th rank

• While purchasing the first car, 3 most important factors which

consumers take into consideration are performance, price and looks


• While purchasing the second car, 3 most important factors which consumers

take into consideration are brand name, performance and looks

• When it comes to purchasing the second car, customer’s preference diverges to

Honda from Maruti because Honda has a bigger brand name

• By comparing factors for car purchase, we can say that in the first car purchase,

price is considered second most important factor but when it comes to

purchasing second car, price is considered to be the least important factor

• When it comes to retention (purchasing a car from same company), Mahindra

comes at the top followed by TATA Motors, Honda, Maruti and Hyundai


• Sample Questionnaire:

1. Rank the below given automobile companies. Maruti Suzuki TATA Motors Hyundai Honda Mahindra

2. Which car do you own? ____________

3. What are the top 3 reasons behind purchasing this car?

Brand name Looks Price Performance Features Low maintenance Resale value After sale services


Sample Questionnaire (Continue):4. Are you fully satisfied with your car? Yes No

5. If no, then what is the reason behind it? _______________________

6. Which company would you prefer for your second car & why?

___________________________________________________


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Internship Project for Automobile sector