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CHAPTER-1
INTRODUCTION
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Customer Relationship Management
Customer Relationship Management entails all aspects of interaction a company has
with its customer, whether it is sales or service related; it starts with the foundation of
relationship marketing. CRM is a systematic approach towards using information and ongoing
dialogue to built long losing mutually beneficial customer relationship. The use of CRM
technology forms the crucial front-end of any e-business strategy, essentially CRM has
emerged as convivial weapon in the hands of the industry laggards as well as leaders to
cascade the business suites; the only touch point which is formulating this base is the
awareness amongst the corporatists to suffice the customers already available to the
companies to large etent.
!n today"s first-paced competitive business environment it"s more important than ever to
create and maintain long-losing business relationships.
Today, Customer Relationship Management #CRM$ manages business process
spanning sales, support, and marketing creating effective customer interactions. %iven the
purpose of CRM, the functionality is straightforward, and the benefits of successful deployments
clearly generate value and profitability for any company. %rate CRM solutions need to
encourage users to interact with the application as well as be in-tune with the business and !T
cost-saving needs.
&'or the modern-day CRM to be world class it needs to be revolutionary in market
incursion and evolutionary in technological up gradation.(
Today the ma)or business focus is towards endowing value addition to the sales cycle, and
customer retention rather than constructing a new customer base which is costlier and also an
uncertain chase from business perspective. The basic philosophy behind CRM is that a
company"s relationship with the customer would be the biggest asset in the long-run.
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O#$ECTI%E& O' THE &TUD(
The broad ob)ective is to study the perception of &C32T1M4R R456T!1720!8
M676%4M47T !T0 R4'4R47C4 T1 63T1M1T!+42(.
To find out the factors that influences the buying decision of a Mahindra motor.
To identify and study the problems faced by the consumers of M60!79R6 M1T1R.
To study the satisfaction level of eisting consumer of M60!79R6 M1T1R.
To assess the role of brand image in the purchasing decision of M60!79R6 M1T1R.
To offer conclusions and suggestions.
To study the ob)ectives in detail the following research methodology is adopted.
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RESEARCH METHADOLOGY
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Resear"h )esign*
&Research design is the plan, structure. 6nd strategy of investigation conceived
so as to obtain answers to research uestions and to control variance(
:4R5!7%4R
The research designs are both descriptive and eploratory in nature. The ob)ectives of this
study is to answer the &who, what, when, where and 0ow &of the sub)ect under investigation.
&+EIN, P+AN AND &IE 'OR CON&UMER&*
2ampling plays a vital role in deciding the uality of any pro)ect while doing this
survey it is felt to conduct the survey for consumers under convenient sampling method.
Convenience sampling was adopted both for consumers where the sample unites are
chosen primarily on the basis of the convenience of the investigators. The sample si*e was
determined as
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9ata, which is to be used for the pro)ect, has come both from primary sources as well
as secondary sources
PRIMAR( DATA &OURCE&*
The cru of the report is based on the information collected from the respondents withthe help of uestionnaires. The primary source of information have been consumers who
have filled up the uestionnaire
Consumer who interviewed separately and the respondents )otted down in the
uestionnaire for the purpose.
&ECONDAR( DATA &OURCE&*
!nformation has also been borrow from both internal sources such as company records
and eternal sources like )ournal, maga*ines and book on marketing research
DATA CO++ECTION METHOD*
The survey method was employed for primary data collection. The medium of
date collection was through personal interviews. here the respondents were uestioned in
face-to-face meeting the consumers were met either in their homes #or$ place of work. 2ome
of respondents were uestioned through telephones,
TOO+& 'OR DATA CO++ECTION
The data was collected through structured uestionnaire. >uestions can be
categori*ed into multi-choice and open-ended uestions. >uestionnaires were designed for
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consumers. Care was taken to ensure that the uestions framed were compatible with
research ob)ectives.
4actness and correctness the final version of the uestionnaire has been drafted and
was taken up for field survey purposes.
'RE.UENC( DI&TRI#UTION TA#+E*
6 freuency distribution refers to data classified on the basis of some variable,
which can be measured such as age, income etc.
PER&ENTA,E&*
8ercentages are used to describe relationships, since they reduce everything to a
common base and there by allow meaningful comparisons to be made.
PIE DIA,RAM / #AR DIA,RAM*
There are pictorial representations of statistical data with several subdivisions in
a circular from and column from respectively.
METHOD O' 0EI,HTED A%ERA,E 'OR RAN&*
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This method is used to complete the weighted averages for the rank to determine
which factor is the most preferred one. The ranks are taken as the variable and the numbers
of people are the weights for each rank. 'rom the weighted averages the most preferred
factor is chosen as the one with the minimum average. The net average selects the rank
and the procedure continues for other ranks also.
Limitations
6s the time given for the completion of the pro)ect was limited.
The survey was restricted to 0yderabad and 2ecunderabad only.
They may be few opinions, which might have been missed out.
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CHAPTER-2
INDUSTRIAL PROFILE
Automo2ile in)ustr3 in In)ia
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!ndia has emerged as one of the world?s largest manufacturers of small cars. 6ccording to New
York Times, !ndia?s strong engineering base and epertise in the manufacturing of low-cost,
fuel-efficient cars has resulted in the epansion of manufacturing facilities of several automobile
companies like 0yundai Motors, 7issan, Toyota,+olkswagenand 2u*uki.
In)ian Automo2ile Companies
Nota2le In)ian Automo2ile Manua"turers
Asho5 +e3lan)
Chin5ara MotorsH eachster, 0ammer, Roadster .G2,Rockster, @eepster, 2ailster.
'or"e Motors
Hin)ustan MotorsH6mbassador.
Mahin)raH Ma)or,Iylo, 2corpio, Iuv-E
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Nota2le Multi-national automo2ile manua"turers
+o"all3 manua"ture) Automo2iles o Multi-national Companies
Au)iH6, 6F.
#M0 HK 2eries, E 2eries.
ChevroletH 2park, eat,6veo 3-+6, 6veo, 1ptra, Cru*e, Tavera.
'iat H 8alio, %rande 8unto, 5inea.
'or) H!kon,'iesta,'usion,4ndeavour, 'igo
Hon)a H@a**, City, Civic, 6ccord.
H3un)aiH2antro, i
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Pors"heHA, oter, 8anamera, Cayman, Cayenne.
Rolls Ro3"eH %host,8hantom, 8hantom Coup,8hantom 9rophead Coup.
75o)aH 2uperb, 1ctavia, 5aura, Neti, 'abia.
&u6u5iH%rand +itara.
To3otaH Camry, 5and Cruiser, 5and Cruiser 8rado,8rius,!nnova, 'ortuner, 4tios.
%ol5s8agenH eetle, Touareg, 8olo, +ento, 8assat, 8heaton, @eeta.
%olvoH 2G
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PrivateLimited
Mahin)ra 9Mahin)ra
Heritage 9 Histor3
6utomotive Manufacturers 8rivate 5imited was incorporated in the year AG, under the dynamic
leadership of 2hri. Manubhai 2anghvi and 2hri. 8.8 2anghvi
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'oun)ers %ision
The company started as main dealers of Leyland Motors U! for mar"etin# their prod$cts in the erst%hile states of
&om'ay (ydera'ad and Sa$rashtra) The company assem'led a'o$t *+++ Leyland ,ehicles at its !$rla -or"s
'et%een ./0/ and ./11
In addition to mar"etin# the company %as also en#a#ed in 2!D assem'ly of Leyland ,ehicles till ./11 %hen
Leyland Motors U)!) entered into financial and technical colla'oration %ith Asho" Leyland
In the year ./13 dealership for Mahindra4 Mahindra Limited %as ta"en) The company thereafter too" $p mar"etin#
of prod$cts man$fact$red 'y Asho" Leyland in the states of Maharashtra Andhra Pradesh and 5$6rat Mahindra inAndhra Pradesh and 5$6arat
In ./37 dealership for Mar$ti S$8$"i Ltd) %as ta"en for Maharashtra at Na,i M$m'ai and s$'se9$ently e:tended to
Na#p$r A$ran#a'ad and Nasi")
!o'elco a #aint in the constr$ction e9$ipment sector has 'een added) In *++; dealership for A$di %as ta"en for the
state of Andhra Pradesh)
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An or#ani8ation #ro%s and s$cceeds only %ith the %ill and s$pport of the people %ho %or" for it) -itho$t their
de,otion hard %or" and hi#her prod$cti,ity the ,ision of seein# the or#ani8ation #ro%in# can only 'e a distant
dream) In A$tomoti,e o$r #reatest asset is people < from top to 'ottom)
A #ro%in# family li"e o$rs needs to "no% more a'o$t the s$ccess and achie,ements of each mem'er %ithin theor#ani8ation %hat moti,ates them to %or" for the company %hat the or#ani8ation e:pects from its employees ho%
the latter can help '$ilt the or#ani8ation to '$ild a #ood f$t$re for themsel,es ho% the or#ani8ation cares for them
ho% their %or" ethics and c$lt$re sho$ld $nder#o 9$alitati,e chan#es and so on) It %as people %ho helped shape o$r
past and %ho m$st shape o$r f$t$re) It is the people=s creati,ity dili#ence and am'ition their concern their%illin#ness and a'ility to o,ercome ad,ersities %hich are decisi,e components for o$r s$ccess)
Mission
- Groom and Empower people to thin! "eha#e and tae de$isions
lie owners! as we "elie#e the% &orm the essen$e o& o'r
Or(ani)ation*
- Pro(ressi#el% en$ompass e#er% pro$ess to s%stemati$all% de-sill
the or(ani)ation
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Managerial
usiness operations eperience of nearly F< years by the principal owners. 1ur systems are simple,transparent and seamless with inbuilt tracking and control mechanisms. 9elegations and empowermentto the employees is a part of our culture thus ensuring all round efficiency. e adopt the best 0Rpractices in the industry, to hire and retain manpower at its optimum level.
'inan"ial6M5 is one of the largest automobile dealers in !ndia with turnover of over Rs LELF crores in L
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An)hrapra)esh
+o"ation 'a"ilit3 'ran"hise
R.8.Road,2ecunderabad
2ales 1ffice P
2howroom,
orkshop
6shok 5eyland, Mahindra
and K wheelers
@eedimetla,hyderabad orkshop Mahindra heelers
:ompally,0yderabadorkshop,sparepar
ts6shok 5eyland
6utonagar3nit , 0yderabad orkshop6shok 5eyland and
Mahindra
6ml Motors,6utonagar 3nit L
,hyderabadorkshop Mahindra
6ml Motors,9istillary
Road,2ecunderabad orkshop Mahindra
6ml Motors,
8un)agutta,hyderabad2howroom Mahindra
2oma)iguda,hyderabad 2howroom :obelco
7agole,hyderabad 2howroom6shok 5eyland and
Mahindra
6ttapur, 2ecunderabad 2howroom 6shok5eyland
0ydernagar, 2ecunderabad
2howroom
,orkshop Mahindra and K wheelers
%aganpahad, 2ecunderabad orkshop Mahindra
@ubliee 0ills,hyderabad 2howroom +olkswagen
Madhapur,hyderabad orkshop 6udi,volkswagen
Tirumalghery, 2ecunderabad 2howroom +olkswagen
6utonagar,+i)ayawada 2pares 1utlet 6shok 5eyland
7TR Colony, Ring Road,
+i)ayawada. 2ales 1ffice 6shok 5eyland
%udavalli, +i)ayawada orkshop 6shok 5eyland
Maddilapalem,+i*ag2howroom,orksh
opMahindra
8aradesipalem,+i*ag orkshop Mahindra
%a)uwaka,+i*ag2howroom,orksh
6shok 5eyland
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Prod'$t
Pro)u"t variet3
.ualit3 9 Design
'eatures
#ran) name
Pa"5aging 9 &ervi"es
0arranties 9 Returns
Prod'$t
Pro)u"t variet3
.ualit3 9 Design
'eatures
#ran) name
Pa"5aging 9 &ervi"es
0arranties 9 Returns
Pri$e
+ist pri"e
Dis"ounts
Allo8an"es
Pa3ment perio)
Cre)it terms
Pri$e
+ist pri"e
Dis"ounts
Allo8an"es
Pa3ment perio)
Cre)it terms
Pla$e
Channels
Coverage 9 +o"ations
Assortments
Pla$e
Channels
Coverage 9 +o"ations
Assortments
Promotion
A)vertising
Personal selling
&ales promotion
Promotion
A)vertising
Personal selling
&ales promotion
Target
Customers
Target
Customers
6shok 5eyland and Mahindra B Mahindra have invited our company management to their 9ealer6dvisory 8anel based on operations and performance of our organi*ation.
This panel is constituted with selected dealership, who advise the manufacturers on various operationsconcerning the company and their dealerships in terms of 8roduct, 8rocesses and 2ystems, 0R8ractices, 2ales and 2ervices etc.
A%ards< M4M >
est 0R 8ractices from
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Transportations
+ogisti"s
Transportations
+ogisti"s Ta5e "orre"tivea"tion
Ta5e "orre"tivea"tion