THE COMPETITVE MARKET POSITION OF TOYOTA INNOVA WITH IT'S COMPETITORS

A dissertation submitted to Bharathidasan University Tiruchirappali.A dissertation submitted to Bharathidasan University Tiruchirappali. in partial fulfillment of the requirement in partial fulfillment of the requirement

for the award of the degree offor the award of the degree of

MASTER OF BUSINESS ADMINISTRATIONSubmitted By

AUDUMBER SAHEBRAO JADHWAR Reg. No. 08294043

Under The Guidance Of

Mrs PANCHASHIL SARVADELecturer, Chate Institute of Management.

Near Renuka Mata Temple, Satara Parisar, Aurangabad – 431 007

BHARATHIDASAN UNIVERSITY,BHARATHIDASAN UNIVERSITY,TIRUCHIRAPPALI – 620 024TIRUCHIRAPPALI – 620 024

April 2010

Pcp centre: chate institute of management

Aurangabad (m.h.)

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Mrs PANCHASHIL SARVADE

Lecturer, Chate Institute of Management,Satara Parisar, Near Renuka Mata Temple,Aurangabad – 431 007.

BONAFIDE CERTIFICATEBONAFIDE CERTIFICATE

Certificate that this is the bonafide work of MR. AUDUMBER

SAHEBRAO JADHWAR (Reg. No. 08294043) carried out the project

entitled “The competitive market position of Toyota Innova with it's

competitors” under my supervision. Certificate further that to the best of my

knowledge. The work reported therein does not form part of any other thesis or work

on the basis of which a degree or award was conferred on this or any other candidate.

GUIDE SINGNATURE STUDENT SINGNATUR

2

CERTIFICATECERTIFICATE

CENTRE FOR DISTANCE EDUCATION

BHARATHIDASAN UNIVERSITY, THIRUCHIRAPALLY – 620

024.

This is to certify that project entitled “ The competitive market position of

Toyota Innova with it's competitors ” is the bonafide record of work done by MR.

AUDUMBER SAHEBRAO JADHWAR Reg. No. 08294043 in partial

fulfillment of the requirement of degree MASTER OF BUSINESS

ADMINSITRATION during the academic year 2009-2010

Project Guide Project coordinator Ms. Panchshil Sarvade Mrs. Swati JoshiFaculty, Centre head Chate Institute of Management Chate Institute of Management

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DECLARATION

I, AUDUMBER SAHEBRAO JADHWAR, hereby

declares that the project entitled “ The competitive market position of Toyota Innova

with it's competitors ” carried out at TOYOTA KIRLOSKAR MOTORS LTD, Nashik, is

a genuine work of M.B.A. (Marketing) 2nd year course of Bharathidasan UniversityBharathidasan University,

Thiruchirapalli 620 024, Tamilnadu.

I hereby declare that, this project is developed entirely by me with the help

of internal and guide and which is not submitted by any university or by any other course.

PLACE : AURANGABAD (M.H.) AUDUMBER SAHEBRAO JADHWARAUDUMBER SAHEBRAO JADHWARDATE : M.B.A. (MARKETING) 2ND YEAR.

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ACKNOWLEDGEMENT

I have a great pleasure in presenting the project reports of “THE COMPETITIVE MARKET POSITION OF TOYOTA INNOVA WITH ITS COMPETITORS IN NASHIK DISTRICT”

For TOYOTA KIRLOSKAR MOTORS LTD. for the partial fulfillment of Master of

Business Administration course for “University of BHARATHIDASAN, BHARATHIDASAN,

TIRUCHIRAPPALLy– 620 024TIRUCHIRAPPALLy– 620 024

I express my profound gratitude to Mr. Ravi Bairagi (Sr.Sales Officer, Wasan Toyota Pvt.Ltd, Nashik.) who permitted me to conduct the summer project for the organization. I am thankful to him and Mr. Sudharkar Bhangare (Sales Manager, Wasan Toyota Pvt. Ltd, Nashik) for their inspiring and valuable guidance, which made it possible to bring the of my efforts to this project.

I am thankful to my project guide Ms. Panchashil Sarvade for their guidance, which has always been there with all the MBA students.

The acknowledgment would be incomplete without rendering impartial gratitude to all those who directly or indirectly helped me in completion of this project. The names I am not been able to mention due to space limit shall remain exposed on the page my mind reminding me of the goodness.

Audumber Jadhwar

(MBA-II Marketing)

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INDEX

Sr. No.

TITLE Page No.

CHAPTER1- INTRODUCTION1.1 Object of the project 1.2 Selection of topic for study 1.3 Objective of the study 1.4 Research methodology1.5 Scope of the study 1.6 Rationale of the study

CHAPTER2- PROFILE OF THE ORGANIZATION2.1 History of the Organization2.2 Information about organization 2.3 Product Range organization

CHAPTER3- THEORY RELATED WITH PROJECT

CHAPTER4 - ANALYSIS AND INTERPRETATION OF INFORMATION/DATA3.1 Topic under study-Definitions, Importance, Utility 3.2 Competitive Product Analysis CHAPTER5- FINDING OF STUDY

CHAPTER6- CONCLUSION OF THE STUDY

CHAPTER7- RECOMMENDATIONS AND SUGGESTIONS

LIMITATION OF THE STUDY

CHAPTER8- APPENDICES Questionnaire Bibliography

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CHAPTER-1

INTRODUCTION

1.1 OBJECTIVE OF THE PROJECT

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As a part of MBA curriculum after completion of first year, we have

To undergo the job training for the period of two months after which

We have to submit a project report to the university by completion of

2nd year.

Each management student learns a lot during his 2 years of MBA program, but the

perfection in his learning can’t be even imagined until & unless there is a practical

training. The project provides required practical training to student and gain the

Practical Knowledge of the Topics learned in classroom and to find its relation

with real market scenario. The project gives the live experience about the various

aspects of the management that is helpful from future point of view. The Project

provides the Opportunity to understand the dealers and consumers very closely.

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1.2 SELECTION OF TOPIC FOR STUDY

Topic selection is the one of the most important aspects of our project. As it

decides the course of action to be followed. The topic selected should be

such that it helps in understanding the marketing concepts clearly.

I have selected this Topic for my project as a part of MBA

curriculum. I have a great inclination towards Automobile services. So I

think that it will benefit to my project and me. The Automobile market is

one of the most competitive markets as there is cutthroat competition

between competitors to rule out others services and product by inventing

new technology with added features in market and that too with competitive

price.

The customer in today’s market is the king of the market in

real sense of the term. Above all, customer holds the key position in all

circumstances and needs to be motivated to purchase the maximum of the

company’s products and services. The main purpose of this project is to find

out and to satisfy the needs of the market King i.e. Customers.

In this context it is said that the customer is not only the

foundation stone of the business but also the stepping-stone. Innovation

refers to creation of customers and satisfaction of their needs.

AREA SELECTED: - Nasik (Maharashtra)

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1.3 OBJECTIVES OF THE STUDY

1. To find out market position awareness about “INNOVA” product of

TOYOTA KIRLOSKAR MOTORS.

2. To find actual market position of TOYOTA INNOVA with its competitors.

3. To find indirect competitors of ‘TOYOTA INNOVA’ in market.

4. To find out the market position in MPV (Multi- purpose vehicle) segment.

5. To find out problem faced by customers.

6. To find out the Satisfaction level of Customer.

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1.4 RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem. It

may be understood as a science of studying how research is done significantly. In it

we study the various steps that are generally adopted by a researcher in studying

his research problem along with the logic behind it. Research design plays an

important role in collecting useful information in cost effective manner. The flow

of the research process is decided first hand, so that the conduct of the research

does not take an incorrect diversion from its objective. Research comprises

defining and redefining problems, formulating hypothesis, collecting, organizing,

evaluating data; making deduction and reaching conclusion and at last carefully

testing the conclusion to determine whether they fit the formulated hypothesis:

Research Methodology consists following:

Hypothesis

Hypothesis simply means a mere assumption or some supposition to be proved or

disproved but for researcher it is a formal question that he intends to resolve.

Hypothesis of the project is the assumption or a proposition made by the project. A

hypothesis consists either of a suggested explanation for a phenomenon or of a

reasoned proposal suggesting a possible correlation between multiple phenomena.

The assumption be true or false is to be proved through completion of project.

The hypothesis for this project is as follow:-

1. Toyota is market leader in Nashik district.

2. Toyota is not market leader in Nashik district.

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FLOW CHART OF THE RESEARCH PROCESS

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DEFINE RESEARCH PROBLEM

REVIEW THE LITERATURE

FORMULATING HYPOTHESIS

RESEARCH DESIGN

DATA COLLECTION

ANALYSIS OF DATA

DATA ANALYSIS AND REPORT

RESEARCH DESIGN:

Research design is nothing but the master plan for the actual research. It is a frame

work for carrying out research activities it comprises of series of prior decisions.

Master plan for this research for as follows:-

TYPE OF RESEARCH DESIGN:

There are three types of research design

(a) Exploratory

(b) Descriptive &

(c) Causative

These categories differ significantly in terms of research purpose. The type of

research conducted is ‘Causative Research’. Causative research is done to establish

a cause and effect relationship, for example, the influence of income and lifestyle

on purchase decisions. The researcher may like to see the effect of rising income

and changing lifestyle on consumption of selected product. The consumer may

taste the hypothesis that, as income increases or lifestyle changes, more elite and

state of the art products are likely to be bought.

The source/ methods of data collection:

Primary Methods:

These are methods which are used to collect the data from the actual

field. In these methods students are suppose to prepare the questionnaires which

should be appropriate and limited containing such which gives the full information.

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These questions are asked to the selected group of people and information is

collected.

Interview Method:

In this method the group of people is selected and the prepared

questionnaires are asked to them. Questions can be the open ended or close ended

or both.

Open-ended: Questions are the questions, which are having explanatory

answers, suggestion.

Close-ended: Questions are the questions which are having fixed answers.

e.g.: Yes/No type of questions.

Oral interview: In this method interviewer ask questions to interviewee

orally and data is collected in the record book.

2. SECONDARY METHODS:

These are the methods, which are carried out to collect the data from

indirect sources. In these method students need not to go in the direct market to

collect the Data. These methods are:

Data from the Company:

In this methods the past data of the company is collected such market area,

distribution channels, product costing etc. Also we get the information about

the growth the company.

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Data from the Internet:

This is of the latest methods of data collected. We can collect the

information like Company history, the product range of the company,

company objectives and welfare activities of company etc.

SAMPLING TECHNIQUES: (RANDOM SAMPLING)

These are the techniques used to decide the type and size of the

samples used for the data collection. Samples are collected randomly.

Sample type & Size:

Area of Sampling:

This is the area from where the samples are selected. We had selected

the Nasik, Niphad, Yeola for sampling, as this was the area where

Company was having the large sale of TOYOTA’S INNOVA in the

Nasik District.

Dealer:

We selected “WASAN TOYOTA” dealer of TOYOTA

MOTORS in Nasik city; Mr. Vijay Wasan is owner of Wasan Toyota

and Mr. Sudhakar Bhangare is Sales Manager of Wasan Toyota. They

Co- operated me well.

Consumer:

Total numbers of consumer survey are 200.

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METHOS OF DATA INTERPRETATION:

Data interpretation means arranging the collected the proper manner

and representing the information by using following tools of data

interpretation.

1. GRAPHS: Graphs representing the information in two i.e. X axis & Y axis.

Series 1 Series 2 Series 3

Category 1 4.3 2.4 2

Category 2 2.5 4.4 2

Category 3 3.5 1.8 3

Category 4 4.5 2.8 5

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CHART: The pie charts are the tool of interpretation, which representing information in the segments. It differentiates between the data by varying colors.

To resize chart data range, drag lower right corner of range.

Sales

1st Qtr 8.2

2nd Qtr 3.2

3rd Qtr 1.4

4th Qtr 1.2

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1.5 SCOPE OF THE STUDY

It is a Marketing research project to study the usage and attitude of

customers towards Toyota Innova.

It consists of understanding of customer behavior while using to

Automobile Sector.

Under this project the researcher had tried to find out both the dealer

preferences for various services as well find out the sale of various

brands by collecting information from dealers and customers to be

targeted for the sector.

In Automobile market it is also important to influence the customers

while in a purchase decision.

The project also provides the essential information regarding the

customers, dealers etc., area of their dissatisfaction and the area to

target more, so as to achieve the good market share.

The project will also enable the company in improving the

promotional activities to capture the good and huge market share.

This product also helps the company to know whether they are

lagging to their competitors and what to do more to increase the sales

and make customers awareness.

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1.7 RATIONALE OF THE STUDY

As a part of the curriculum of the MBA program under Pune University, I underwent my summer training for period of two months.

First job of Manager is to crystallize the Market and should know the (KRA) Key Result Area to be served.

To overcome this threat, successful Manager should always be aware of different segment to be targeted.

Thus project will analyze the possible Target Segment and help emerge as the segment Leader.

As “Michel Porter” says, Competitive advantage of firm lies in being every thing to select a few (segment) and “To be everything to everyone, is sure a recipe for strategic failure”.

Proper BRAND AWARNESS to target segment create a BRAND IMAGE in minds of people.

Product of a company can be copied but BRAND is unique and successful Brand is timeless whereas a product can get outdated.

Certain Brand Appeal to certain segment of Market.

Brands are most important asset of organization.

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CHAPTER: 2

PROFILE OF ORGANIZATION

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2.1 HISTORY OF ORGANIZATON

Fujio Cho

Chairman

Katsuaki Watanabe

President

Toyota History

Toyota Motor Corporation The Toyota Motor Co. Ltd was first established in 1937

as a spin-off from Toyoda Automatic Loom Works, one of the world's leading

manufacturers of weaving machinery.

The Toyoda Automatic Loom Works was then headed by Japan's 'King of

Inventors' Sakichi Toyoda. The patent rights to one of his machines had been sold

to Platt Brothers (UK) and provided the seed-money for the development and test-

building of Toyota's first automobiles.

August 1997 marked the 60th anniversary of TMC. The fledgling company

founded by Kiichiro Toyoda, Sakichi's son, has since blossomed into the leader

that it is today.

In 1950 the company experienced its one and only strike. Labor and management

emerged from this stoppage firmly committed to the principles of mutual trust and

dependence, and that corporate philosophy still guides our growth today.

Production systems were improved in the late 1950s, culminating in the

establishment of the 'Toyota Production System.' It became known as TPS in 1970

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but was established much earlier by Taiichi Ohno. Based on the principles of

Jidoka, Just-in-time and Kaizen, the system is a major factor in the reduction of

inventories and defects in the plants of Toyota and its suppliers, and it underpins

all our operations across the World.

Toyota launched its first small car (SA Model) in 1947. Production of vehicles

outside Japan began in 1959 at a small plant in Brazil, and continued with a

growing network of overseas plants. Toyota believes in localizing its operations to

provide customers with the products they need where they need them; this

philosophy builds mutually beneficial long-term relationships with local suppliers

and helps the company fulfill its commitments to local labor.

Over and above manufacturing, Toyota also has a global network of design and

'Research and Development' facilities, embracing the three major car markets of

Japan, North America and Europe.

In every community in which the company operates, Toyota strives to be a

responsible corporate citizen; close relationships with people and organizations in

the local community are essential contributors to mutual prosperity. Across the

world, Toyota participates enthusiastically in community activities ranging from

the sponsorship of educational and cultural programmed to international exchange

and research.

Today, Toyota is the world's third largest manufacturer of automobiles in unit sales

and in net sales. It is by far the largest Japanese automotive manufacturer,

producing more than 5.5 million vehicles per year, equivalent to one every six

seconds. In the time it has taken you to read this paragraph, at least another three or

four cars will have been produced!

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2.2 INFORMATION ABOUT PRODUCT

Toyota Innova is an Indonesian designed large MPV produced in Indonesia under

supervision by Toyota Astra Motor since 2003. As with Toyota Kijang which it

replaced, the Toyota Innova is produced and first marketed in 2003 in Indonesia.

Toyota Innova is part of Toyota’s IMV program together with Hilux Vigo pickup

truck and FortunerPPV. The official name in Indonesia is Toyota Kijang Innova,

while for other countries is just Innova.

Powering the Innova is either 2.0 liter 136 hp (101 kw) 1 TR-FE VVT-I liter 2TR-

FE VVT-I gasoline, or 2.5 liter 102 hp (76 kw) 2KD-FTV D4-D comman rail

variable geometry turbocharger Diesel engine. Trim level are J, E, G and V. The

2.7 liter is only for V with automatic transmission. It features a live rear axle and it

is of front engine rear wheel drive confiruration. Newly added V variant adds ABS,

leather seats and captain chairs.

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2.3 PRODUCT RANGE OF COMPANY

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26

CHAPTER: 3

27

THEORY RELATED TO THE PROJECT

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THEORY RELATED WITH THE PROJECT

THE PRODUCT LIFE CYCLE:

To say that a product has life cycle is to assert four things:

1. Product has a limited life.

2. Product sale pass through distinct stages, each posing different challenges,

opportunities and problem to the seller.

3. Profit rise and fall at different stage of PLC (Product Life Cycle).

4. Product requires different marketing, financial, manufacturing, purchasing

and human resource in each stage of PLC (Product Life Cycle).

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THE PRODUCT LIFE CYCLE

The product life cycle reflects sales and profits of a product over a period of time and generally they follow an establish S-shaped curve. Each product goes through a life cycle. It shows the introduction, growth, maturity and decline stages during each period of existence.

The product life cycle (PCL) mainly divided into four stage:

INTRODUCTION STAGE: It is a period of slow growth of sale as the product is introduced in the market; Profits are nonexistent in this stage because of the heavy expenses incurred with product introduction.

GROWTH STAGE:

It is period of rapid market acceptance and substantial profit improvement.

MATURITY STAGE:

It is a period of a slowdown in sales growth because the product has achieved acceptance by most potential buyer. Profit stabilizes or decline because of increased competition.

DECLINE STAGE:

It is period when sale show a downward drift and profits decrease. In this case company can launch new product or withdraw the existing product from the market.

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3.6 SPECIFICATIONENGINE

Grade E GModel Code G1 Seating Capacity 7 8 8 seaterEngine Diesel Petrol DieselDimensionsOverall L*W*H 4555mm*1770mm*1755mmWheel Base 2750mmMinimum Ground Clearance

176mm

Minimum Turning Radius

5.4m

Tyres 205/65R15Gross Weight (kg) 2240 2240 2290EngineEngine Type 16V DOHC 16V DOHCDisplacement cc(cm3)

2494 1998 2494

Max. Output KWps @ rpm

75(102)@3600 100(136)@5600 75(102)@3600

Max. Torque Nm(kg-m)@ rpm

200(20.4)@1400-3400

184(18.6)@4000 200(20.4)@3600

Fuel Tank Capacity (ltr.)ChassisFront Suspension Independent, Coil Spring, Double Wishbone, with StabilizerRear Suspension 4-Link, Coil SpringFront Brake DicsRear Brake DrumTransmission 5 M/T

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CHAPTER: 4

ANALYSIS AND INTERPRETATION OF DATA

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DATA NALYSIS AND INTERPRETATION

3.1 - Topic under study - Definitions, Importance, Utility

Competition, being an important market force, needs to be tracked and analyzed, and pre-empted. Market leaders always have a system to help them pre-empt any competitive moves. For this, it is not just important to know the competition by name, but it is also critical to understand its major strengths and weakness. A competitor’s strength s may be its marketing systems, dealer loyalty, aggressive sales force, its relationship with major external environmental variables like government and financials institutions, or a sound financials resources base. The components of Competitors Analysis:

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FUTURE GOALS At all levels of management and in multiple decisions

CURRENT STRATEGYHow the business is currently competing

Competitors Response profileIs the competitor satisfied with its current position?What likely moves or strategy shifts will the competitor make?Where is the competitor vulnerable?What will provoke the greatest and most effective relation by the competitor.

ASSUMPTIONSHeld about itself and the industry

CAPABILITIESBoth strength and Weakness

Definitions- The word Analysis means the process of breaking down complex facts into simple elements while interpretation stands for explanations, which analysis the statements.

Importance- In today’s competitive world where cutthroat competition exists, every one wants to know their position, their strength and weakness, so it is very essential to know opportunity to target the potential market, capture the market, evaluate and form the marketing strategies.

Today is the world of changing era, with modern changes in tastes, fashions, technology and higher standard of living changing customer’s needs and preferences, wants and desires and their high expectations for new and improved products have enforced the companies to bring new, modern and superior products/services in the market. For this every company must establish and evaluate new product/services development ideas and strategies.

Customer Feedback Summary about TOYOTA INNOVA

In Nasik region most important application of Business, Travelling, family and Political leader are used her personal need. In this district (Nasik) Businessman, politicians, and rich familiar are more aggressive for use this MPV (Multi-Purpose Vehicle). All are use this MPV segment for our status and comfortable for long route.

“TOYOTA INNOVA is in Growth Stage.”

TOYOTA INNOVA is first MPV (Multi-Purpose Vehicle) segment lunched in India by TOYOTA MOTORS in luxury car; therefore the product did not face direct competition from its competitors. But product is facing indirect competition by existing four wheelers, such as Mahindra Scorpio, Tata Safari, and Chevrolet Tavera etc.

TOYOTA INNOVA in its Growth Stage of product life cycle as pre the market survey. MPV segment has large competition in domestic market among product. But TOYOTA INNOVA succeeded in its growth stage for attracts and

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holding the customers in MPV segment. TOYOTA INNOVA is acquiring 35% market share in domestic market.

Advantage:

No direct competition in domestic market.

High mileage with loading (Approx….kemps)

Large space. Shape, size & ride comfort.

Variety of colors available (white, super white, silver, black, Dr. red, L. green, simple red large green).

High status, styling is maintaining this car.

Best balancing vehicle on road drive.

Problem:

Low mileage in petrol model vehicle. High price of car. Low ground clearness.

As pet the above advantages this MPV segment is very suitable for rough roads.

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Customer’s satisfaction level

Total Very satisfied Satisfied Dissatisfied50 28 12 10100% 56% 24% 20%

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3.2 Competitive products of TOYOTA INNOVA

Mahindra Scorpio Tata Safari Chevrolet Tavera

Customer’s feedback summery about competitive products.

1. MAHINDRA SCORPIO

Mahindra Scorpio gave an indirect competition to Toyota Innova in MPV segment because this product comes under the luxury passenger car categories. But Mahindra Scorpio acquires larger number of share in market.

Advantages:

Company introduce only diesel model available in market. High mileage with loading. Mahindra is Indian base company. Suitable price to customer. Low maintenance.

Problem:

Discomfort back seating arrangement. The poor service provided by dealer at time of purchasing car. High maintain by the replacement of the spare-part.

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Customer’s satisfactions level

Total Very satisfied Satisfied Less satisfied50 32 12 06100% 64% 24% 12%

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2. TATA SAFARI :

Advantages:

High loading capacity. Good shape and size. Best balancing vehicle.

Problem:

Low mileage with loading. High price of product. High maintains about engine. Customer view is not good.

Customer satisfactions levelTotal Very satisfied Satisfied Less satisfied50 06 18 26100% 12% 36% 52%

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3. Chevrolet Tavera

Advantages:

Low cost and easy availability of spares. Chevrolet is a registered trademark of General motors corporation. High mileage on road.

Problem:

Chamber is very low (Low ground space). High maintains No wheel balancing alignment vehicle on road. Low mileage with loading. No more colure choice.

Customer satisfaction levels

Total Very satisfied Satisfied Dissatisfied50 2 4 44100% 4% 8% 88%

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Chapter No.5

FINDINGS

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FINDING

1. Toyota Innova is not having any direct competitors in MPV segment.2. Mahindra Scorpio, Chevrolet Tavera, Tata safari etc. are indirect

competitors of TOYOTA INNOVA.3. Market share acquire by various products in Nasik district as per following

ranking:

RANK:

1. MAHINDRA SCORPIO 2. TOYOTA INNOVA3. TATA SAFARI4. CHEVROLET TAVERA5. In today’s MPV segment market TOYOTA INNOVA in its growth stage.6. In existing customers of TOYOTA INNOVA, 56% Very satisfied, 24%

satisfied, 20% Dissatisfied with the product.7. Less product awareness in rural area.

MOJOR TECHNICAL PROBLEM IN TOYOTA INNOVA

1. Low ground clearness.2. Petrol model is very low mileage.3. Seating capacity is not more than 8 seater.

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MARKET LEADER

From the above market survey we conclude that market leader among the Competitor in the MPV segment is MAHINDRA SCORPIO.

Among the competitors ranking TOYOTA INNOVA can be show as follows:

1. MAHINDRA SCORPIO2. TOYOTA INNOVA 3. TATA SAFARI4. CHEVROLET TAVERA

% Market share acquired by product in Nasik District are as follows:RANK COMPETITORS NAME % OF MARKET SHARE1 Mahindra Scorpio 45%2 Toyota Innova 35%3 Tata Safari 15%4 Chevrolet Tavera 5%

THESE INFORMATION IS COLLECTED FROM THE DEALER

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PERCENTAGE OF SATISFATION LEVEL(PUBLIC SURVEY)

FROM THE ABOVE GRAPH IT IS CLEAR THAT MAHINDRA SCORPIO ISTODAY’S MARKET LEADER.AND TOYATA KIRLOSKAR MOTORS LTD. “TOTOTA INNOVA” AT SECOND PLACE IN MPV SEGMENT.

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CHAPTER NO.6

CONCLUSION OF THE STUDY

45

CONCLUSION

The survey was conducted in Nasik city and various Taluka places (Niphad,

Sinner, Yeola) etc.

According to above survey we can also analyses that are gave more weight age to

mileage, maintenance of product, price of product and loading capacity in MPV

cars segment, due to the prices of diesel and petrol and various parts if product are

increases day by day.

Even though TOYOTA is highly famous International brand in the world and

Toyota is also national brand in country. Toyota Kirloskar motors Ltd. Launch a

first MPV car e.g. Qualis in country for MPV segment market.

Almost 45% of Nasik city, Niphad, Yeola, Sinner Taluka market is captured by

competitor’s brand. (MAHINDRA SCORPIO) because of consumer mostly prefer

to competitors brands due to mileage, maintenance and the company goodwill

about available product (Mahindra Pick-Up, Mahindra Bolero, Mahindra Max) in

pick up segment.

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CHAPTER NO.7

RECOMMENDATION AND SUGGESTION

47

SUGGESTIONS

Toyota Innova is in its growth stage therefore TOYOTA MOTORS needs to create awareness among the consumers about the product. So company should implement following suggestion for promotion the product in market.

Company should give importance to rural area marketing as our product

comes under a MPV segment category and majority of people in rural area are farmer and deals with some small business.

Company should make an advertisement in rural area. (e.g.- Test Ride)

Company should make an advertisement in local news papers, e.g. Lokmat,

Sakal, and Deshdoot etc.

Sub dealer’s network should be develops at Taluka places so that rural

people have convenience to purchase vehicle.

Spare parts should be made available in rural area and parts should be of

reasonable.

Company should try to decrease price of product as compare to competitors.

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SUGGESTIONS REGARDING TECHNICAL FEATURE OF TOYOTA INNOVA:-

The major technical problem faced by company (as per customer survey) is Company should focus on ground clearance of Toyota Innova. For use this product in rough roads.

The company should increase the Innova’s seating capacity.

Toyota Innova should focus on the maintenance.

Toyota Innova should increase the car mileage with loading in petrol model.

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1.6 LIMITATIONS OF THE PROJECT

1) Time Duration:

The time duration for conducting the research was very short; due to this

one could not do justice to the Market Survey.

2) Sample Size:

The sample size does not cover maximum number of retailers and customers

of Nashik city. The sample size was restricted to certain number.

3) Response from interviewer:

Some of the respondents were hesitant to provide proper information, or to

entertain such person, activity.

4) Genuineness of the information:

It was assumed that the findings from the respondents were correct and of

prime importance.

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CHAPTER NO.8

APPENDICES

51

QUSTIONNAIRE

A) GENERAL INFORMATION:-

1. Name of the Customer:-2. Address:- 3. Phone No.:-4. Occupation:-5. Date:-

B) VEHICLE DETAILS:-

1. Name of the Vehicle:-

TOYOTA INNOVA MAHINDRA SCORPIO

TATA SAFARI CHEVROLET TAVERA

2. Purchase Month:-3. Km. reading:-4. Regular Maintenance:-5. Major Maintenance:-

C) CUSTOMER OPINION:-

1. Average Load:-2. Operating Route:-3. Segment/Application:-4. Kmpl:-

D) SATISFACTION LEVEL:-1. Very Satisfactory:-2. Satisfactory:-3. Average:-4. Low:-

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BIBLIOGRAPHY

Toyota.com The Economic Times (newspaper) The times of India (newspaper) Books

1} Indian Marketing system2} Marketing Strategies planning3} Marketing Management4} Principles of Marketing

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