PREFACEProject is an integral part of the MBA degree curriculum
and the students of management have to undergo a training session
in a business organisation for 2 weeks to gains some practical
knowledge in their area of specialization as well as some working
experience. In globalization process, the rush of multinational
into the Indian market has become a common phenomenon. Now for
their survival in the market, marketing is playing a vital role and
even has become a necessity for such business firms. Branding,
packaging, pricing, promotion, quality, distribution, service and
customer have become vital components of marketing and most of the
business firms are realizing that if they dont have competitive
strengths, they can not survive. The undertaken project is one of
its kinds and is a smart and bold step taken by super cars to
penetrate the market. None of the competitors have taken such
projects before.
CONTENT
Chapter 1
Introduction to the topic
Rationale of project
Objective of studyPrimary
Secondary
Hypothesis
Methodology
Sampling method
Sampling size
Tools used
Area covered
Review of literature
Chapter 2
Profile of the organisation
Chapter 3
Data collection
Data representation
Analysis & InterpretationTests of hypothesis
Chapter 4
Major findings
Suggestions
Limitations
Conclusion
Bibliography
Annexure
Copy of questionnaire (blank)
Master sheet, Brochures, etc.SUMMARY OF THE PROJECT
Marketing management is the subject of recent origin in the
sense that a formal study of the element and condition that make
for successful exchange become an organised disciplined only in the
second half of the 20th century.Marketing is defined as the
performance of business activities that direct the flow a goods and
services from producer to customer and user. The marketing process
is application not only to product and services but to idea, event,
and organisation place and with a search of opportunities in
market.Market management has the task of influencing the level,
timing and composition of demand in a way that help the
organisation achieve its goals. These goals can not be accomplished
by the marketing department on its own. It must team up closed with
other department in the company to create and deliver superior
value and satisfaction to customer.Marketing of consumer goods is
differing from the marketing of industrial goods. In this study the
customer satisfaction for Tata Motors Ltd has been analyzed. The
study begins with brief introduction about auto mobiles four
wheelers market in Bhopal.Marketing holds the keys in all the
business today. It is about wining in this new environment. It aims
at understanding what consumer want and supplying it more
efficient, more conveniently and effectively.The project contains
the study of customer satisfaction for Tata Motors Ltd. It includes
the information about potential consumer in market.All the
information is collected by the observation and unstructured
interview while having direct contact with customers satisfaction
about Tata Motors Ltd.The study tells us about how effectively the
various marketing strategies can be applied in the market to
perform better than the competitors.The report recommends
suggestions to developers about customer satisfaction for Tata
Motors Ltd.CHAPTER 1
INTRODUCTION TO THE TOPIC
INTRODUCTION TO THE TOPIC
Customer Satisfaction is the buzzword used by the business
people for the success of organization in the present days. Due to
the increases of heavy competition in every product line it become
difficult for the companies to retain the customers for longer
time. So retain the customer for longer time the marketer has to do
only one things i.e. customer satisfaction .If customer is fully
satisfied by the product it not only rub the organization
successfully but also fetch many benefits for the company . They
are less process sensitive and they remain customer for a longer
period. They buy addition products overtimes as the company
introduce related produce related products or improved, so customer
satisfactions is gaining a lot of importance in the present day.
Every company is conducting survey on customer satisfaction level
on their products .To make the products up to the satisfaction
level of customers. This project is also done to know the customers
satisfaction on the TATA MOTORS LTD on behalf of Tata motors
Automobiles. The impact of automobile industry on the rest of the
economy has been so pervasive and momentous that is characterized
as second industrial. It played a vital role in helping the nation
to produce higher value good and services and in the enhancing
their skills and impose tremendous demand for automobile. The
decrease in the interest rate and easy available of cars loons from
2 to 3 years, lot of car manufacturers company facing cut throat
competition in the fields of technology and price, So to gain the
market share it is important for the institutes to satisfy its
customers and to retain the reputation and its image.
Customer Satisfaction Strategies Followed By Tata motors:
The different strategies followed by Tata motors consists of
Customer relationship management, strategy to providing better
facility to the owner, and strategy to provide better after sales
service to customer.
Customer Relationship Management:
CRM as a tool was used to create positive word-of-mouth, to
monitor customer experiences and generate referrals. A series of
CRM activities were implemented with regular direct communication,
events and customer satisfaction surveys, Events, Festive offers,
Rewards Program, etc.
RATIONALE OF PROJECTThis project shows the satisfaction level of
the customers for Tata Motors Ltd. And we can find out the factors
which are affecting the customers for satisfaction. E.g. low
maintenance features, after sales service, looks, space, colours
etc. This analysis will help to understand the perception of the
customers for Tata Motors Ltd. And also will helps for improving
sales target for company and understand the market scenario. And
find out the new innovative ideas for making the presence in the
market.1. OBJECTIVES OF THE STUDYThe study has been under taken to
analyze the customer satisfaction towards all variant of Tata
Motors Ltd in Bhopal (M.P.) with a special reference to the super
cars LTD. The other objectives are:a. Primary Objective:
To gather information about customer satisfaction toward Tata
Motors Ltd in the geographic region of Bhopal (M.P.) To know the
customer perception about features, low maintenance cost and looks
of Tata Motors Ltd.
To know the customer satisfaction about the safety and comfort
provided by Tata Motors Ltd. To provide suggestions, in improving
the customer satisfaction and the company sales and
profitability.
To know the customer satisfaction towards the after sales
service offers by Tata motors.b. Secondary Objective: The main
objective of the study is to find out the level of satisfaction
among the internal customers.
To collect and evaluate ideas/views and expectations of the
internal customers for the improvement in Sales of Tata Motors
Ltd.
To find out the most prominent area of dissatisfaction.3.
HYPOTHESISStatistical inference is that branch of statistics which
is concerned with using probability concept to deal uncertainty in
decision- making. The field of statistical inference has had a
fruitful development since the latter half of the 19th century.
It refers to the process of selecting and using a sample
statistic to draw inference about a population parameter based on a
subset of it- the sample drawn from the population. Statistical
inference treats two different classes of problems:
1. Hypothesis testing it means to test some hypothesis about
parent population from which the sample is drawn.
2. Estimation, it means to use the statistics obtained from the
sample as estimate of the unknown parameter of the population from
which the sample is drawn. Hypothesis Testing: Hypothesis testing
begins with an assumption, called a hypothesis that we make about a
population parameter. A hypothesis is a supposition made as a basis
for reasoning. According to Prof. Morris Hamburg. A hypothesis in
statistics is simply a quantitative statement about a population.
Palmer o Johnson has beautifully described hypothesis as islands in
the uncharted seas of thought to be used as bases for consolidation
and recuperation as we advance into the unknown.3. RESEARCH
METHODOLOGYRESEARCH DESIGN
I propose to first conduct a intensive secondary research to
understand the full impact and implication of the industry, to
review and critique the industry norms and reports, on which
certain issues shall be selected, which I feel remain unanswered or
liable to change, this shall be further taken up in the next stage
of exploratory research. This stage shall help me to restrict and
select only the important question and issue, which inhabit growth
and segmentation in the industry.
The various tasks that I have undertaken in the research design
process are:
Defining the information need.
Design the exploratory, descriptive and causal research.
A research process consists of stages or steps that guide the
project from its conception through the final analysis,
recommendations and ultimate actions. The research process provides
a systematic, planned approach to the research project and ensures
that all aspects of the research project are consistent with each
other. Research studies evolve through a series of steps, each
representing the answer to a key question.a. Sampling
Method:Non-probability sampling technique was used, which included
convenience sampling. The survey was conducted in south Bhopal
locality; they were Arera Colony, M.P. Nagar, J. K. Road.b.
Sampling Size:I have targeted 30 people in the age group above
25-40 years for the purpose of the research. The target population
influences the sample size. The target population represents the
Bhopal regions. . The people were from different professional
backgrounds. The details of our sample are explained in chapter
named primary research where the divisions are explained in
demographics section.c. Research Tools used:As a research tools
questionnaire used for this study.d. Area Covered Tata motors
Showroom at J K Road, Govindpura, Bhopal. M.P.Nagar. Arera
Colony.
5. REVIEW OF LITERATUREA lot of data has been published about
customer satisfaction amongst employees time and again as it is
gaining much importance in the prevailing times. Most of the
literature has been gathered from various sources. The most
prominent of them all was through the subject books and other
reference books.Other than that, snippets have been taken from
magazines and newspapers that are very useful sources of secondary
information.Besides these, a lot of literature has been attained
from the internet which has various websites that provide with
useful information relating to the same.
CHAPTER 2
COMPANY PROFILEPROFILE OF THE ORGANIZATIONTata Motors
LimitedTata Motors Limited
TypePublic BSE: 500570(NYSE:TTM)
Founded1945
Founder(s)JRD Tata
HeadquartersMumbai, India
Key peopleRatan Tata, Chairman
ProductsAutomobiles and Engines
Revenue USD Rs9.07 billion (2006)
Net income USD Rs474.0 million (2006)
ParentTata Group
SubsidiariesJaguar CarsLand RoverTata Daewoo Commercial
Vehicle
WebsiteTataMotors.com
Tata Motors Limited, formerly known as TELCO (TATA Engineering
and Locomotive Company), is a multinational corporation
headquartered in Mumbai, India. It is India's largest passenger
automobile and commercial vehicle manufacturing company. Part of
the Tata Group, and one of the world's largest manufacturers of
commercial vehicles. The OICA ranked it as the world's 20th largest
automaker, based on figures for 2006.[1]Tata Motors was established
in 1945, when the company began manufacturing locomotives. The
company manufactured its first commercial vehicle in 1954 in a
collaboration with Daimler-Benz AG, which ended in 1969[2]. Tata
Motors was listed on the NYSE in 2004, and in 2005 it was ranked
among the top 10 corporations in India with an annual revenue
exceeding INR 320 billion. In 2004, it bought Daewoo's truck
manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in
South Korea. It also, acquired a 21% stake in Hispano Carrocera SA,
giving it controlling rights in the company. Tata Motors launched
the Tata Nano, noted for its Rs 1,00,000 price-tag, in January
2008.
In March 2008, it finalised a deal with Ford Motor Company to
acquire their British Jaguar Land Rover (JLR) business, which also
includes the Rover, Daimler and Lanchester brand names.[3]
HYPERLINK "http://en.wikipedia.org/wiki/Tata_motor" \l
"cite_note-3#cite_note-3" \o "" [4]
HYPERLINK "http://en.wikipedia.org/wiki/Tata_motor" \l
"cite_note-4#cite_note-4" \o "" [5] The purchase was completed on 2
June 2008[6]Tata Motors has its manufacturing base in Jamshedpur,
Pantnagar, Lucknow, Ahmedabad and Pune.
History
Tata Motors launches its first truck in collaboration with
Mercedes-BenzTata Motors is a part of the Tata and Sons Group,
founded by Jamshedji Nussarwanji Tata and J. Baker. The company was
established in 1945 as a locomotive manufacturing unit and later
expanded its operations to commercial vehicle sector in 1954 after
forming a joint venture with Daimler-Benz AG of Germany.
Expansion
Cars
Tata Indica
After years of dominating the commercial vehicle market in
India, Tata Motors entered the passenger vehicle market in 1992 by
launching the Tata Sierra, a multi utility vehicle. After the
launch of three more vehicles, namely, Tata Estate (1992, a
stationwagon design based on the earlier 'TataMobile' [1989] a
light commercial vehicle which some people may still think of as
Tata's first passenger car), Tata Sumo (LCV, 1994) and Tata Safari
(1998, India's first sports utility vehicle); In 1998 Tata launched
the Indica, the first fully indigenous passenger car of India.
Though the car was initially panned by auto-analysts, the car's
excellent fuel economy, powerful engine and aggressive marketing
strategy made it one of the best selling cars in the history of the
Indian automobile industry. A newer version of the car, named
Indica V2, was a major improvement over the previous version and
quickly became a mass-favorite. A badge engineered version of the
car was sold in the United Kingdom as the Rover CityRover. Tata
Motors also successfully exported large quantities of the car to
South Africa. The success of Indica in many ways marked the rise of
Tata Motors. Note: In 1996-97 Tata launched the Tata Sumo Deluxe
and the Tata Sierra Turbo variants respectively.[7]Tata Nano
Tata Nano
Tata has developed a car, named Tata Nano, that aims to sell in
2008. It is the least expensive production car in the world: the
price is about Rs. 1,00,000 (USD Rs2,000)[16]. The company unveiled
the supermini car during the Auto Expo 2008 exhibition in Pragati
Maidan, New Delhi. [17] Bajaj Auto and Mahindra-Renault have plans
to launch cars in this price range.[18]Tata has faced controversy
over developing the Nano. Some environmentalists are concerned that
the launch of such a low-price car could lead to mass motorization
in India with adverse effects on pollution and global warming.
There was also strong opposition to the compulsory acquisition of
land for the proposed car factory in Singur West Bengal. Now Tata
Motors Limited plan to set up the Nano factory in Sanand, Gujarat,
because of the problems faced in West Bengal.
To solve this, Tata is going to produce the E-Nano, an electric
version, in partnership with Miljbil Grenland AS
ProductsPassenger cars and utility vehicles
Tata Indigo SW
Tata Sierra
Tata Estate
Tata Sumo/Spacio
Tata Safari
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Nano (3RD March 2009)
Tata Xenon XT
Tata Xover (2009)
Concept vehicles
Tata Cliffrider
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indica
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima
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