FIELD STUDY REPORT

On

“Marketing Strategies of Swaraj Tractors”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

School of Management, Babu Banarasi Das University, Lucknow

Submitted By

Arbaz Ahmad

BBA 3rd Semester

Roll No- 1170671076

Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow

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 DECLARATION
I do hereby declare that all the work presented in the research report entitled

“Marketing Strategies of Swaraj Tractors” is carried out and being submitted at the

school of management for the award of Bachelor of Business Administration, is an

authentic record of Arbaz Ahmad. The work is carried out under the guidance of Ms.

Shachi Kacker(faculty guide). It hasn’t been submitted at any other place for any

other academic purpose.

Arbaz Ahmad

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 ACKNOWLEDGEMENT
Before I get into the thick of the things I would like to add a few heartfelt words for the

people who were part of this research report in numerous ways and people who gave

unending support right from the stage the project was started, appreciated and

encouraged when being depressed.

In this context I would like to express my gratitude towards my parents and family

members who have constantly supported and played a pivotal role in shaping my career.

I owe my sincere gratitude towards faculty guide Ms. Shachi Kacker of BBDU,

LUCKNOW for extending the support towards the completion of the Research Report.

And finally I would like to thank my friends for their unending

support.

Arbaz Ahmad

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 PREFACE

Filed Study report is an important part of the Management studies. It bears immense

important in the field of Business Management. It offers the student to explore the

valuable treasure of experience and an exposure to real work culture followed by the

industries and thereby helping the students to bridge gap between the theories explained

in the book and their practical implementations.

Filed study plays an important role in future building of an individual so that we can

understand the real world in which he has to work in future. The theories greatly

enhance our knowledge and provide opportunities to blend theoretical with the practical

knowledge where researcher gets familiar with certain aspect of research. I feel proud to

get myself to do filed study at topic “Marketing Strategies of Swaraj Tractors”.

Arbaz Ahmad

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 TABLE OF CONTENT

Sr. Topic Page no.

1. Introduction 1

2. Company profile 2

3. Objectives of the study 3

4. Research methodology 4

5. Data Analysis and interpretations 6

6. Finding 20

7. Recommendation 22

8. Problems and limitations 23

9. Conclusions 24

Bibliography

Appendix

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 INTRODUCTION
Marketing strategy is a process that can allow an organization to concentrate its limited

resources on the greatest opportunities to increase sales and achieve a

sustainable competitive advantage. A marketing strategy should be centered on the key

concept that customer satisfaction is the main goal. Marketing strategy is a method of

focusing an organization's energies and resources on a course of action which can lead

to increased sales and dominance of a targeted market niche. A marketing strategy

combines product development, promotion, distribution, pricing, relationship

management and other elements; identifies the firm's marketing goals, and explains how

they will be achieved, ideally within a stated timeframe. Marketing strategy determines

the choice of target market segments, positioning, marketing mix, and allocation of

resources.

"Marketing" is an instructive business domain that serves to inform and educate target

markets about the value and competitive advantage of a company and its products.

“Value” is worth derived by the customer from owning and using the product.

“Competitive Advantage” is a depiction that the company or its products are each doing

something better than their competition in a way that could benefit the customer.

Marketing is focused on the task of conveying pertinent company and product related

information to specific customers, and there are a multitude of decisions (strategies) to

be made within the marketing domain regarding what information to deliver, how much

information to deliver, to whom to deliver, how to deliver, when to deliver, and where to

deliver. Once the decisions are made, there are numerous ways (tactics) and processes

that could be employed in support of the selected strategies. As Marketing is often

misinterpreted as just advertising or sales, Chris Newton, in What is marketing?

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 COMPANY PROFILE

MAHINDRA &MAHINDRA LIMITED

M&M LTD -Swaraj Division plant is situated at S.A.S. Nagar (Mohali) where
production commenced in the year 1974. Initially, PSIDC contributed 42% equity
capital against the total paid up capital of Rs.140.00 lacs. The facility was initially
created to manufacture 5000 nos., tractors and the capital cost at that time was Rs.321
lacs.

The production capacity of tractors has increased to 60000 nos., from the level of 5000
nos. The company, over the years, has also promoted two companies, namely, Swaraj
Mazda Limited (manufacture of Light Commercial Vehicles) & Swaraj Engines Ltd.
(manufacture of Diesel Engines in collaboration with Kirloskar Ltd and it has also
promoted Swaraj Automotives. The present stake of SWARAJ DIVISION in these is
14% in Swaraj Mazda, 33% in Swaraj Engines and 24% in Swaraj Automotives.

BOARD OF DIRECTORS
 P.D. NARANG (Chairman)
 S.K. TUTEJA
 DONALD PECK
 STEVEN ENDERBY
 N. MOHANRAJ
 M. RAGHAVENDRA
 HARDEEP SINGH
 DALJIT MIRCHANDANI
 P. SIVARAM (Chief Operating Officer)
 A.M. SAWHNEY (Director – Marketing)

MEMBERS OF THE EXECUTIVE BOARD

 P.L. SHARMA
 R.K. MANRAO
 P.K. NANDA

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 OBJECTIVE OF THE STUDY
 To study the factors which affect the buying behavior towards purchasing of

Tractors in Lucknow city.

 To know the competition level and the competitive advantage of Swaraj

Tractor in Lucknow city.

 To determine the key areas of strength and weakness for Swaraj Tractor

brands

 To develop a promotion plan for brand communication of the Swaraj Tractor

 To study the attitudes and perception of Swaraj Tractor

 To study people perception towards Swaraj Tractor available in the market.

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 RESEARCH METHODOLOGY

RESEARCH DESIGN

A framework or blueprint for conducting the research project. It specifies the details
of the procedures necessary for obtaining the information needed to structure and/or
solve research problems. A good research design lays the foundation for conducting the
project. A good research design will ensure that the research project is conducted
effectively and efficiently. Typically, a research design involves the following
components, or tasks:

 Define the information needed.

 Design the research.

 Specify the measurement and scaling procedures.

 Construct and present a questionnaire or an appropriate form for data collection.

 Specify the sampling process and sampling size.

 Develop a plan of data analysis.

1. Research Design: Descriptive research.

Descriptive research is a study designed to depict the participants in an

accurate way. The three main ways to collect this information are: Observational,

defined as a method of viewing and recording the participants. Case study,

defined as an in-depth study of an individual or group of individuals.

2. Universe & Sample Design:

1. Universe: Population of Lucknow City

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 2. Sample Design: Convenience Sampling.

Convenience sampling is a non-probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.

3. Sample size: 100 people.

3. Data Collection Tools:

1. Primary Data: Questionnaire and short Interview.

2. Secondary Data: Website, Newspapers, Research Papers,

Journals, Books.

4. Statistical tools to be used

1. Pie chart.

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 DATA ANALYSIS AND INTERPRETATION

Q1) How do you know about the dealer ?

source Frequency Percent Valid Cumulative
Percent Percent
Friends 30 75.0 75.0 75.0
Others 10 25.0 25.0 100.0
Total 40 100.0 100.0

INFERENCE
75% of respondents have told that they came to know only through friends, and the
remaining 25% have told that the awareness about the dealers was through other source

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Q2) Which type of tractor model you have?

MODEL Frequency Percent Valid Cumulative

Percent Percent
SWARA 4 10.0 10.0 10.0
J-735FE
SWARA 36 90.0 90.0 100.0
J-835FE
Total 40 100.0 100.0

INFERENCE
From the above table it is clear that only 10% of the farmers use SWARAJ-735FE and
rest of the 90% use SWARAJ-835FE

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Q3) Which types of tractor model you buy?

parameters Frequency Percent Valid Cumulative

Percent Percent
Economy 28 70.0 70.0 70.0

Safety 9 22.5 22.5 92.5

Others 3 7.5 7.5 100.0

Total 40 100.0 100.0

INFERENCE
From the above table it is clearly identified 70% of the respondents have told that they
bought based on their economic conditions, whereas 22.5% have told the reason as
safety and the remaining 7.5% has given some other reason.

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Q4) How do you feel about the service in terms of charges?

parameters Frequency Percent Valid Percent Cumulative

Percent
Very high 1 2.5 2.5 2.5

High 6 15.0 15.0 17.5

Moderate 33 82.5 82.5 100.0

Total 40 100.0 100.0

INFERENCE
From the above table only 2.5% of respondents felt that the charges are very high,
whereas 15% felt that the charges are high and the remaining 82.5% felt that the charges
are moderate and they were happy about the charges levied by the firm.

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Q5) what do you think about Quality of work?

parameters Frequency Percentage Valid Cumulative

Percentage Percentage
Excellent 1 2.5 2.5 2.5
Very Good 17 42.5 42.5 45.0
Good 14 35.0 35.0 80.0
Fair 8 20.0 20.0 100.0
Total 40 100.0 100.0

INFERENCE
From the above table it is clearly identified 2.5% of respondents have rated the quality
of work as excellent. Another 42.5% rated it as very good, then 35% of the customers
have told it as good and the remaining 20% rated it as fair.

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Q6) what will you say about convenience with the dealer ?

parameter Frequency Percentage Valid Cumulative

s Percentage Percentage
Very 20 50.0 50.0 50.0
Good
Good 12 30.0 30.0 80.0

Fair 8 20.0 20.0 100.0

Total 40 100.0 100.0

INFERENCE
Almost 50% seems to be very convenient with the dealer, another 30% seems to be
convenient with the dealer and the remaining 20% seems to be some what.

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Q7) what is the level of comfortness of service ?

parameters Frequenc Percenta Valid Cumulative

y ge Percentage Percentage
Excellent 1 2.5 2.5 2.5
Very Good 19 47.5 47.5 50.0
Good 13 32.5 32.5 82.5
Fair 7 17.5 17.5 100.0
Total 40 100.0 100.0

INFERENCE
The comfortness in the level of service is measured and it is found that 47.5% felt very
good in comfort, then 32.5% felt good in comfort and the remaining 17.5% felt fair in
comfort.

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Q8) After your service visit, did someone from the dealership contact you
by phone or by mail to see if you were satisfied with your overall service
experience?

parame Frequency Percentage Valid Cumulative

ters Percentage Percentage
Yes 35 87.5 87.5 87.5

No 5 12.5 12.5 100.0

Total 40 100.0 100.0

INFERENCE
From the above furnished table it is clearly indicated that Almost 87.5% told that they
will get a call about the satisfaction in service from the company, and 12.5% told that
they will not receive such type of call after service.

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Q9) In evaluating your most recent customer service experience, what was
the quality of service you received?

parameters Frequency Percent Valid Cumulative

age Percenta Percentage
ge
Somewhat 5 12.5 12.5 12.5
unsatisfactory
About average 5 12.5 12.5 25.0
Very satisfactory 29 72.5 72.5 97.5
Superior 1 2.5 2.5 100.0
Total 40 100.0 100.0

INFERENCE
2.5% told that the company provides a superior customer service and almost 72.5% were
satisfied with the customer service in the company. Another 12.5% were found to be
somewhat unsatisfactory, and then other 12.5% told that they were average in customer
service only.

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Q10) what do you think about completion of the service in the time
promised?

parameters Frequency Percen Valid Cumulative

tage Percentage Percentage
Very Satisfied 32 80.0 80.0 80.0

Somewhat Satisfied 6 15.0 15.0 95.0

Somewhat 2 5.0 5.0 100.0

Dissatisfied
Total 40 100.0 100.0

INFERENCE
On time delivery of the service was the next factor considered to be very important and
in this regard, 80% of the customers feel very much satisfied with the timing of the
service, then 15% seems to be somewhat satisfied and only 5% seems to be somewhat
dissatisfied.

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Q11) Do u think customer service representatives are very polite?
parameters Frequency Percentage Valid Cumulative
Percentage Percentage
Strongly 2 5.0 5.0 5.0
disagree
Somewhat 1 2.5 2.5 7.5
disagree
Somewhat 30 75.0 75.0 82.5
agree
Strongly 7 17.5 17.5 100.0
agree
Total 40 100.0 100.0

INFERENCE
From the above table it is clear that 5% of respondents are strongly disagree about
politeness of the representatives, 2.5% of respondents are somewhat disagree about
representative’s politeness, 75% of respondents are somewhat agree and 17.5% of
respondents are strongly agree.

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Q12) Which of the following qualities of the service representative stood
out? (As being superior)

parameters Frequency Percen Valid Cumulative

tage Percentage Percentage
Patient 2 5.0 5.0 5.0

Enthusiastic 15 37.5 37.5 42.5

Listened 7 17.5 17.5 60.0

carefully
Friendly 16 40.0 40.0 100.0

Total 40 100.0 100.0

INFERENCE
From the above table it is clear that 5% of the employees seem to be very patient to the
customers, 37.5% seem to be enthusiastic, 17.5% seem to listen to the customers very
carefully and then attend to their problems and another 40% were found to be friendly to
the customers all the time.

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Q13) What do you think customer service representative are
knowledgeable ?

parameters Frequency Percenta Valid Cumulative

ge Percentage Percentage
Strongly disagree 4 10.0 10.0 10.0
Somewhat 4 10.0 10.0 20.0
disagree
Neutral 1 2.5 2.5 22.5
Somewhat agree 19 47.5 47.5 70.0
Strongly agree 12 30.0 30.0 100.0
Total 40 100.0 100.0

INFERENCE
From the above table it is clear that 10% of respondents strongly disagree that
representatives are knowledgeable and the same percentage of respondents are
somewhat disagree that representatives are knowledgeable, 2.5% of respondents are
neutral, the respondents of 47.5% are somewhat agree with the knowledge of the
representatives and 30% of respondents are believe that representatives have good
knowledge.

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Q14) Are they able to solve the problems ?

parameter Frequenc Percentag Valid Cumulative

s y e Percentage Percentage
Very 20 50.0 50.0 50.0
Good
Good 15 37.5 37.5 87.5

Fair 5 12.5 12.5 100.0

Total 40 100.0 100.0

INFERENCE
Almost 50% of the customers were of opinion that there was a very good problem
solving skill amongst the employees of the firm. 37.5% seems to be of the opinion that
the problem solving skill is good. 12.5% seems to be saying that the employees have a
fair problem solving skill.

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 Findings

 75% of respondents have told that they came to know only through friends, and

the remaining 25% have told that the awareness about the dealers was through

other source

 only 10% of the farmers use SWARAJ-735FE and rest of the 90% use

SWARAJ-835FE

 70% of the respondents have told that they bought based on their economic

conditions, whereas 22.5% have told the reason as safety and the remaining 7.5%

has given some other reason.

 only 2.5% of respondents felt that the charges are very high, whereas 15% felt

that the charges are high and the remaining 82.5% felt that the charges are

moderate and they were happy about the charges levied by the firm.

 it is clearly identified 2.5% of respondents have rated the quality of work as

excellent. Another 42.5% rated it as very good, then 35% of the customers have

told it as good and the remaining 20% rated it as fair

 Almost 50% seems to be very convenient with the dealer, another 30% seems to

be convenient with the dealer and the remaining 20% seems to be some what.

 The comfortness in the level of service is measured and it is found that 47.5%

felt very good in comfort, then 32.5% felt good in comfort and the remaining

17.5% felt fair in comfort.

 80% of the customers feel very much satisfied with the timing of the service,

then 15% seems to be somewhat satisfied and only 5% seems to be somewhat

dissatisfied.

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 that 5% of respondents are strongly disagree about politeness of the

representatives, 2.5% of respondents are somewhat disagree about

representative’s politeness, 75% of respondents are somewhat agree and 17.5%

of respondents are strongly agree.

 5% of the employees seem to be very patient to the customers, 37.5% seem to be

enthusiastic, 17.5% seem to listen to the customers very carefully and then attend

to their problems and another 40% were found to be friendly to the customers all

the time.

 Almost 77.5% of the customers were ready to recommend definitely to friends or

relatives, 10% have told they may recommend, another 10% have told that they

may or may not recommend and only 2.5% of the customers seems not to

recommend the services to anybody.

 80% of the customers were willing to come back to the dealer in future. 7.5% of

them were not sure whether they would come back, other 10% have said they

may or may not come back and 2.5% of the customers have said that they will

not come back at all.

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 RECOMMENDATION

 To avoid problems on in-time delivery of vehicles, the company can make a call
after the vehicle is ready, thereby it is possible for the company to avoid
inconvenience posed on the customers. If not the company can increase the
number of mechanics in the service department.

 In avoiding cost related dissatisfaction among the customers, the company can
give its customers some special schemes like “one free service” for every ten
services. When it is announced, probably the customers will try to avail that free
service, in turn there is a possibility to increase the customers also.

 To avoid repetition of complaints the company can appoint one chief mechanic
to check the vehicle soon after the service is over and before each delivery it has
to be ensured that the chief mechanic checks it promptly.

 To avoid dissatisfaction in customer service the company can assign the

customers to a particular employee permanently. Thereby employees will also
try to treat their customers well and the customers also feel free to the particular
employee.

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 Limitations of the study

This study is exploratory and has some limitations that however does not liquidate the

purpose of study. Data obtained from the convenience sample and literature reviews has

been generalized for inferring consumption patterns of BBD students

(population).Young & Middle age consumers in the age group of 20-60 from ,Lucknow

studying in BBD are given questionnaire personally and it is filled by them personally.

The covered people may not represent the whole population and most of them represent

male genders. The cities targeted also many not represent whole Indian population.

 Taking up the study of this nature the major limitations was research project

duration which has its bearing on the outcome of the study.

 Unwillingness on the part of few customers to disclose the information as per the

questionnaire.

 Information provided by the respondents might be biased in some case as they

might have been influenced by a particular brand.

 Financial constraints also cause certain problems in the research.

 At some place due to absence of customer care center, difficulty was faced in

obtaining complete information.

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 CONCLUSION

This project dealt with study on customer satisfaction after sales service in Punjab
tractor ltd. Swaraj division. The project was done to know how retain the customer and
thereby improve loyalty.

This study gives the opinions and their suggestions about the swaraj Limited and this
project also gives the view upon the qualities and attitudes of the customers about the
employees of the organisation.

This study also gives the views and suggestions about retaining the potential customers
to the organization and keeps them loyalty to the organization.

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 Bibliography

 Ackerman, D. and Gerard J. Tellis, (2001) “Can culture affect price? A cross-

cultural study of shopping and retail prices,” Journal of Retailing, 77, 57-82.

 Hofstede, G. (1980) Culture’s Consequences. CA: Sage Publications.

 Hofstede, Geert, (1984) “Cultural dimensions in management and planning,”

Asia Pacific Journal of Manageme99nt, 1 (2), 81-99.

 Kale, Sudhir and Jawn Barnes, (1992) “Understanding the domain of cross-

national buyer-seller interactions,” Journal of International Business Studies, 23,

101-132.

 Kotler, P. (1997) Marketing management: analysis, planning, implementation,

and control, London: Prentice Hall.

 Laura, Milner, Fodness Dale and Speece, Mark W. (1993) “Hofstede’s research

on cross-cultural work-related values: Implications for consumer behaviour,”

European Advances in Consumer Research, 1, 70-76.

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 QUESTIONNAIRE

1. Name of the respondent:

2. Age :
3. Gender : Male/Female
4. How do you know about this dealer ?

a. Friends & relatives

b. Others

5. which tractor model you have ?

a. Swaraj-735FE
b.Swaraj-835FE

6.which quality you have seen before buy the tractor ?

a.economy
b.safety
c.others

7. How do you feel about the service in terms of charges?

a. Very High

b. High

c. moderate

d. Low

8. On your most recent service visit, how would you rate the service
department on the following areas?

Excellent Very Good Fair Poor

Good
Quality of work performed

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 Convenience with the dealer
Level of comfortness of
service

9. After your service visit, did someone from the dealership contact you by phone or by
mail to see if you were satisfied with your overall service experience?

a. Yes

b. No

10. In evaluating your most recent customer service experience, What was the quality of
service you received ?

a. Somewhat unsatisfactory

b. About average

c. Very satisfactory

d. Superior

11.What do you think about the completion of the service in the time promised?

a. Very Satisfied

b. Somewhat Satisfied

c. Somewhat Dissatisfied

d. Very Dissatisfied

12. Do you think customer service representatives are very polite ?

a. Strongly disagree

b. Somewhat disagree

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 c. Somewhat agree

d. Strongly agree

11. Which of the following qualities of the service representative

stood out ?(as being Superior)

a. Patient

b. Enthusiastic

c. Listened carefully

d. Friendly

12. What do you think that customer service representative are knowledgeable ?

a. strongly disagree

b. some what disagree

c. some what agree

d. some strongly agree

13. Are they able to solve the problems of the customers ?

a. Very good

b. Good

c. Fair

14.what about the understanding ability of the employees about customer needs ?
a. Very good
b. good
c.fair

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