SUMMER TRAINING PROJECT REPORT

ON
“THE STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT OF
MARUTI SUZUKI AT KTL NEXA LUCKNOW ”

Submitted in partial fulfilment for the award the degree of

MASTER OF BUSINESS ADMINISTRATION

2018-2020
From

Dr. APJ ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

SUBMITTED BY SUBMITTED TO
Braj Bhushan Srivastava Dr.Jaibeer Pratap Singh
M.B.A. ( 3rd SEM) (H.O.D KIPM-College of Management)
ROLL NO. – 1851770015

KIPM- COLLEGE OF MANAGEMENT,

Sector-9,GIDA GORAKHPUR (UP)
1
 DECLARATION

I Braj Bhushan Srivastava, hereby declare that the report for summer training project

entitled ―THE STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT OF

MARUTI SUZUKI AT KTL NEXA LUCKNOW‖ is a result of my own work and my

indebtedness to other work publications, references, if any, have been duly acknowledged.

Place:

Date: Braj Bhushan Srivastava

2
 PREFACE / EXECUTIVE SUMMARY

Summer Training is an integral part of MASTER IN BUSINESS ADMINISTRATION

(MBA).As a part of the curriculum student are required to undergo 45 days training with reputed

organization to learn the daily activity and if possible help the management study and address

some identified issue associated with some specific engagement area.

The main purpose of the training is to get exposure to the functioning of the organization.

Maruti Suzuki was promoted in the 1970. Indira Gandhi‘s son Sanjay Gandhi was the managing

director. It is a professionally managed and well establishes company enjoying the confidence of

consumers because of its superior quality product and excellent customer services.

Maruti Suzuki is a company, which believes in providing quality. Due to these features I did my

summer internship in Maruti Suzuki with the aim of getting exposure to the functioning of the

organization.

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 ACKNOWLEDGEMENT

My Special Thanks and gratitude to CEO, of KTL Nexa for his generosity, cooperation and

superb guidance that helped me in completion of my project report.

I am also thankful to my company Guide, Mr. Nikhil Siddhpura (Training manager) of KTL

Nexa & my institute guide Dr. Jaibeer Pratap Singh, for their encouragement and motivation

which was a great source of inspiration.

I am extremely grateful to Mr. Kamal Modha (Customer care Manager) and the entire staff of

KTL Nexa for their cooperation and generosity. Their experience helped me a lot in doing my

project.

Braj Bhushan Srivastava

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 TABLE OF CONTENTS

Sr. No. Particular Pg. No.

Part I General Information

1 Industry Overview 8-12

1.1 Industry profile 9

1.2 Comparison of market share 11

1.3 Indian market players 12

2 Company Overview/general information 13-42

2.1 Quick Facts 14-15

2.2 Milestone of development 16-17

2.3 Company Profile 18-21

2.4 Facilities 22-25

2.5 Board of Directors 26-28

2.6 Product profile 29-33

2.7 Departmental overview 34

2.8 Key success Factor 35-37

2.9 Major competitors 38-39

2.10 SWOT analysis 40-42

Part II Research Work

3 Introduction of the study 44

3.1 Rationale for the study 45-46

3.2 Objective of the study 47

3.3 Introduction to CRM 47-54

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 3.4 Literature Review 55-57

4 Research Methodology

4.1 Steps of Research 59-65

4.2 Types of Research 65-66

5 Analysis and interpretation of data 67-83

6 Result and findings 84-86

7 Limitation 87-88

8 Conclusion & Recommendation 89-91

9 Bibliography 92-93

10 Annexures 94-99

6
7
 1. Industry Overview

8
1.1 INDUSTRY PROFILE

Maruti Suzuki India Limited

Type Public

Traded as BSE: 532500

NSE: MARUTI

BSE SENSEX

Constituent

Industry Automotive

Maruti Udyog
Predecessor(s)
Limited

Founded 1981

Headquarters New Delhi, India

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 Key people R. C. Bhargava

(Chairman)

Kenichi Ayukawa

(CEO & MD)

Products Automobiles

43272 crore

Revenue (US$7.3 billion)

(2013-14)

Net income 2469 crore

(US$410 million)

(2013-14)

Employees 6,903 (2011)

Parent Suzuki

Website www.marutisuzuki.c

om

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 1.2 COMPARISON OF MARKET SHARE

11
1.3 INDIAN MARKET PLAYERS

12
2.Company Overview

13
 2.1 QUICK FACTS

Year of Establishment February 1981

Vision "The Leader in The

Indian Automobile

Industry, Creating

Customer Delight and

Shareholder's Wealth; A

pride of India."

Industry Automotive - Four

Wheelers

Listings & its codes BSE - Code: 532500

NSE - Code: MARUTI

Bloomberg: MUL@IN

Reuter: MRTI.BO

Joint Venture With Suzuki Motor

Company, now Suzuki

Motor Corporation, of

Japan in October 1982.

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 Registered & Corporate Office 11th Floor, Jeevan

Prakash

25, Kasturba Gandhi

Marg New Delhi -

110001, India

Tel.: +(91)-(11)-

23316831 (10 lines)

Fax: +(91)-(11)-

23318754, 23713575

Telex: 031-65029 MUL

IN

Works Palam Gurgaon Road

Gurgaon -122015

Haryana, India

Tel.: +(91)-(124)-

2340341-5, 2341341-5

Website www.marutiudyog.com

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 2.2 MILESTONE OF DEVELOPMENT

1981  Maruti Udyog Ltd. was incorporated.

1982  Steped into a JV with SMC of Japan.

1983  Maruti 800, a 796 cc hatchback, India's first

affordable car was produced.

1984  Installed capacity reached 40,000 units. Omni, a 796 cc

MUV was in production.

1985  Launch of Maruti Gypsy (970cc, 4WD off-

road vehicle).

1986  Produced 100,000 vehicles (cumulative

production).

1987  Exported first lot of 500 cars to Hungary.

1988  Installed capacity increased to 100,000 units.

1992  SMC increases its stake to 50 per cent.

1994  Produced the 1 millionth vehicle since the

commencement of production.

1995  Second plant launched, the installed capacity reached

200,000 units.

1996  Launch of 24-hour emergency on-road

vehicle service.

1997  Produced the 2 millionth vehicle since the

commencement of production.

1998  Launch of website as part of CRM initiatives.

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1999  Launch of Maruti - Suzuki innovative traffic beat in

Delhi and Chennai as social initiatives.

2000  IDTR (Institute of Driving Training and Research)

launched jointly with Delhi government to promote

safe driving habits.

2001  Launch of customer information centers in

Hyderabad, Bangalore, and Chennai.

2002 • SMC increases its stake to 54.2 per cent.

• Launch of Maruti Finance with 10 finance companies

in

Mumbai.

 Start of Maruti True value in Mumbai.

2003  Production of 4 millionth vehicle.

 Listed on BSE and NSE after a public issue

oversubscribed 10 times.

2004  Maruti closed the financial year 2003-04 with an

annual sale of 472122 units, the highest ever

since the company began operations 20 years

ago.

2005  The fiftieth lakh car rolls out in April, 2005.

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2.3 COMPANY PROFILE

Maruti Suzuki is one of India's leading automobile manufacturers and the market leader in the

car segment, both in terms of volume of vehicles sold and revenue earned. Until recently,

18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan.

The Indian government held an initial public offering of 25% of the company in June 2003. As

of May 10, 2007, Govt. of India sold its complete share to Indian financial institutions. With this,

Govt. of India no longer has stake in Maruti Udyog.

Maruti Udyog Limited (MUL) was established in February 1981, though the actual production

commenced in 1983 with the Maruti 800,based on the Suzuki Alto key car which at the time was

the only modern car available in India, its' only competitors- the Hindustan Ambassador and

Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti has

produced over 5 Million vehicles. Marutis are sold in India and various several other countries,

depending upon export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog)

are sold by Suzuki and manufactured in Pakistan and other South Asian countries. Its

manufacturing facilities are located at two facilities Gurgaon and Manesar south of New Delhi.

Maruti‘s Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar

facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of

100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and

transmissions. Manesar and Gurgaon facilities have a combined capability to produce over

700,000 units annually. During 2012-13, Maruti Suzuki sold 764,842 cars, of which 53,024 were

exported. Maruti Suzuki offers 13 models, Maruti 800, Omni, Alto, Versa, Ritz, Gypsy, A

Star, Wagon R, Zen Estilo, Swift, Swift Dzire, SX4, and Grand Vitara. Swift, Swift dzire, A

18
star and SX4 are maufactured in Manesar, Grand Vitara is imported from Japan as a completely

built unit (CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant.

Established in December 1983, Maruti Suzuki India Ltd. has ushered a revolution in the Indian

car industry. This car is meant for an average Indian individual which is affordable as well as has

elegant appeal. Maruti Suzuki India Ltd. is the result of collaboration of Maruti with Suzuki of

Japan. At this time, the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for

the decade ending 1983.

This was from where Maruti took over.

The company has crossed the milestone of becoming the first Indian company in March 1994, by

manufacturing in totality one million vehicles. It is known for its mass-production and selling of

more than a million cars. Maruti Suzuki India Ltd. is the India's largest automobile company

which entered in the market with affirmed aim to render high quality fuel – efficient and low -

cost vehicles. More than half the number of cars sold in India wear a Maruti Suzuki badge. We

are a subsidiary of Suzuki Motor Corporation Japan. We offer full range of cars- from entry level

Maruti

800 & Alto to stylish hatchback Ritz, A star, Swift, Wagon R, Estillo and sedans

DZire, SX4 and Sports Utility vehicle Grand Vitara.

Since inception, we have produced and sold over 7.5 million vehicles in India and exported over

500,000 units to Europe and other countries. Our turnover for the fiscal 2008-09 stood at Rs.

203,583 Million & Profit After Tax at Rs. 12,187 Million.

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Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety of models in

the 800 segment. Its cars operate on Japanese technology, pliable to Indian conditions and Indian

car users. By the year 1998-99, the company has modernize the existing facilities and expand its

capacity by 1,00,000 units.

Recently to ward off the growing competition, Maruti has completed Rs. 4 billion expansion

project at the current site, which has raised the total production capacity to over 3,20,000

vehicles per annum. With the coming of each and every year, the total production of the

company exceed by 4,00,000 vehicles.

MISSION

An Organization‘s mission is the purpose or reason for the organization‘s existence, means, what

the company is providing to society.

“Maruti seeks to create a more prosperous society through automotive manufacturing”

Mission critical attitude and fiscal prudence has been a way of life within Maruti, good or bad

times notwithstanding. And what has fuelled this over the last 18 months is the Japanese major's

3-G philosophy pushed by Nakanishi, which he refers to as 'going back to basics'. "Arm chair

management doesn't help," says Nakanishi. Genba (go to actual spot), Genjitsu (see what's

happening) and Gembutsu (identify actual problem) have laid down the framework for Maruti in

its 3-year rolling plan till 2010-

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11. Maruti‘s fundamental mission is to contribute to people‘s lifestyles, society, and the economy

through automotive manufacturing. In upholding this mission, we have always focused on the

future of the automobile industry when deciding how best to position our company.

VISION

While the global economy is deep in the recession roil and its tremors being felt in India, the

country's largest automaker seems unfazed, What is helping Maruti today, is the company's

ability to constantly innovate even beyond product ,so the company‘s vision is ―We have to

ensure that any disruption in the environment doesn't jeopardize your market position. If we say

this vision in one line then it is

“Maruti’s aims to achieve long-term, stable growth in harmony with the environment, the

global economy, the local communities it serves, and its stakeholders”.

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 2.4 FACILITIES

Maruti Suzuki has two state-of-the-art manufacturing facilities in India. The first facility is at

Gurgaon spread over 300 acres and the other facility is at Manesar, spread over 600 acres in

North India.

The Gurgaon facility

Maruti Suzuki's facility in Gurgoan houses three fully integrated plants. While the three plants

have a total installed capacity of 350,000 cars per year, several productivity improvements or

shop floor Kaizens over the years have enabled the company to manufacture nearly 700,000 cars/

annum at the Gurgaon facilities.The entire facility is equipped with more than 150 robots, out of

which 71 have been developed in-house. More than 50 per cent of our shop floor employees

have been trained in Japan. Our Gurgaon facility also houses `K' Engine plant. The `K' family

engine plant has an installed annual capacity of 240,000 engines and was commissioned in 2008.

Spread over an area of 20,300 m2, the `K' family engine facility is part of the Rs

9,000 crore investment plan drawn by Maruti Suzuki and Suzuki Motor Corporation. The next

generation `K'engine like all Maruti Suzuki earlier technologies is highly fuel efficient, while

offering the best in refinement and performance.It will take the engine technology to the next

level in India. A-Star is the first car to be powered by `K' family engine. The forthcoming models

will be powered by other `K' family engines The inline plant layout consisting of Casting,

Machining and Assembly processes has high level of automation, effective material handling and

inventory reduction techniques in place, aimed for high operational efficiency.

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The facility employs global manufacturing best practices like cold testing, 100% on line

automated checks to ensure global quality.

The Manesar facility

Our Manesar facility has been made to suit Suzuki Motor Corporation (SMC) and Maruti Suzuki

India Limited's (MSIL) global ambitions. The plant was inaugurated in

February 2007. At present the plant rolls out World Strategic Models Swift , A-star & SX4 and

DZire.The plant has several in-built systems and mechanisms. There is a high degree of

automation and robotic control in the press shop, weld shop and paint shop to carry on

manufacturing work with acute precision and high quality.

The plant is designed to be flexible: diverse car models can be made here conveniently owing to

automatic tool changers, centralized weld control system and numerical control machines that

ensure high quality. The plant at Manesar is the company's fourth car assembly plant and started

with an initial capacity of 100,000 cars per year. This will be scaled up to 300,000 cars per year

by October 2008.
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Diesel Engine Plant- Suzuki Powertrain India Limited

Suzuki Powertrain India Limited the diesel engine plant at Manesar is SMC's & Maruti's first and

perhaps the only plant designed to produce world class diesel engine and transmissions for cars.

The plant is under a joint venture company, called Suzuki Powertrain India Limited (SPIL) in

which SMC holds 70 per cent equity the rest is held by MSIL.

This facility has an initial capacity to manufacture 100,000 diesel engines a year.

This will be scaled up to 300,000 engines/annum by 2010.

24
 Road Safety And Maruti Suzuki

Maruti Suzuki has already trained around 450,000 persons in safe driving in the last few years.

Through the National Road Safety Mission, the company plans to touch a total of million

persons in the next few years.

Maruti Suzuki contributes towards road safety through its IDTR and MDS initiatives.

National Road Safety

 Taking forward its commitment to Road Safety, Maruti Suzuki has adopted a National Road

Safety Mission.

 Under the mission Maruti Suzuki will Train 500,000 people in safe driving in the next 3 years

across India.

 While utilizing the existing 2 Institutes of Driving Training and Research (IDTR) in Delhi and

the 50 Maruti Driving Schools (MDS) across the country the company will enter into

partnerships with state governments for more IDTRs and with its dealers for more MDS.

 Of the 500,000 people to be trained, at least 100,000 will be people from

 Underprivileged section of society, who are keen to take driving as a profession.

 In addition, Maruti Suzuki will continue to support to government and industry in their efforts

for road safety.

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 2.5 BOARD OF DIRECTORS

Mr. R. C. Bhargava Mr. Shinzo Nakanishi Mr. Manvinder Singh Banga

Chairman Managing Director and CEO Director

Mr. Amal Ganguli Mr. D. S. Brar Mr. Keiichi Asai

Director Director Director

26
Mr. Osamu Suzuki Mr. Shuji Oishi Ms. Pallavi Shroff

Director Director Director

Mr. Kenichi Ayukawa Mr. Tsuneo Ohashi

Director Director and Managing

Executive Officer (Production)

27
As a responsible corporate citizen, Maruti Suzuki India Limited ('Maruti' or "the Company") has

always believed in following highest standards of Corporate Governance. Being a listed

Company, every act of the Company, its Board Members and its employees is the focus of public

attention and accordingly, there is a need to reinforce Maruti's commitment towards maintaining

highest standards of Corporate Governance. This Code of Business Conduct and Ethics ("Code

of Conduct" or "Code") helps ensure compliance with our standards of business conduct & ethics

and also with regulatory requirements. All Senior Management Personnel are expected to read

and understand this Code of Business Conduct and Ethics, uphold these standards in day-to-day

activities and also comply with all applicable standards, policies and procedures of the company.

This policy should be read in conjunction with applicable regulations & existing policies &

procedures of the Company. You can also contact the Secretarial & Legal Department if you

have any questions or clarifications.

28
 2.6 PRODUCT PROFILE

Car Model Ex-Showroom Price (New Delhi)

Maruti Ignis

Rs.4.74 - 7.09 Lakh

Key Specifications of Maruti Ignis

 ARAI Mileage 20.89 kmpl

 City Mileage 14.65 kmpl

 Fuel Type Petrol

 Body Type Hatchback

 Seating Capacity – 5

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 Maruti Baleno

Rs.5.58 - 8.9 Lakh

Key Specifications of Maruti Baleno

 ARAI Mileage - 21.4 kmpl

 City Mileage - 13.53 kmpl

 Fuel Type - Petrol

 Body Type - Hatchback

 Seating Capacity - 5

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 Maruti Ciaz

Rs.8.19 - 11.38 Lakh

Key Specifications of Maruti Ciaz

 ARAI Mileage - 26.82 kmpl

 City Mileage - 14.65 kmpl

 Fuel Type - Diesel

 Body Type - Sedan

 Seating Capacity - 5

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 Maruti S-Cross

Rs.8.8 - 11.43 Lakh

Key Specifications of Maruti S-Cross

 ARAI Mileage - 25.1 kmpl

 City Mileage - 19.16 kmpl

 Fuel Type - Diesel

 Body Type - SUV

 Seating Capacity - 5

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 Maruti S-Cross

Rs.9.79 - 11.46 Lakh

Key Specifications of Maruti S-Cross

 ARAI Mileage 17.99 kmpl

 City Mileage - 11.65 kmpl

 Fuel Type - Petrol

 Body Type - MUV

 Seating Capacity - 6

33
DEPARTMENTAL OVERVIEW

34
 2.8 KEY SUCCESS FACTOR

 The Quality Advantage

Maruti Suzuki owners experience fewer problems with their vehicles than any other car

manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium

compact car segment and the Esteem in the entry level mid - size car segment across 9

parameters.

 A Buying Experience like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a

workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

 Quality Service across 1036 Cities

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7 parameters:

least problems experienced with vehicle serviced, highest service quality, best in-service

experience, best service delivery, best service advisor experience, most user-friendly service and

best service initiation experience.92% of Maruti Suzuki owners feel that work gets done right the

first time during service. The J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki

owners would probably recommend the same make of vehicle, while 90% owners would

probably repurchase the same make of vehicle.

35
 One Stop Shop

At Maruti Suzuki, customers will find all car related needs met less than one roof. Whether it is

easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a

single-window solution for all car related needs.

 The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost customers face when buying a car.

Although a car may be affordable to buy, it may not necessarily be affordable to maintain, as

some of its regularly used spare parts may be priced quite steeply. Not so in the case of a Maruti

Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is

here where Maruti Suzuki shines.

 Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti

Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

36
 Technological Advantage

It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range.

This new technology harnesses the power of a brainy 16-bit computer to a fuel-efficient 4-valve

engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal

combination of power and performance from his car.

37
 MAJOR COMPETITORS

38
39
 SWOT Analysis

40
 SWOT ANALYSIS

Consists of analysis of internal environment (Strength and weakness) and external environments

(Opportunity and Threat).

 STRENGTH:
Contemporary technology. Japanese Management practices (that had captured

Japan over USA to the status of top Auto manufacturing country in the world

Early mover advantages. Recruitment is done in very tedious manner ensuring talent and best

professionals, working culture, after sale services, distribution, and diversification, Sell directly

to consumers, and Keep costs below competitors‘ costs.

 WEAKNESS:
Still depends upon SUZUKI COPORATION, Japan For tech. support, 10% components are

manufactured outside India. Though MUL has launched luxury cars as well it‘s still considered

as poor man‘s brand. Diversification is not supported with all India presence of Manufacturing

Units. Bureaucracy, Technological disadvantages, Decades of isolation, inertia and subservience

to the whims of government bureaucrats have made MUL unaccustomed to international

standards or keen competitors No strong relationships with computer retailers

 OPPORTUNITY:
First company to roll out suitably designed cars before 2008 as per Govt.‘s Proposal of new

ethanol (renewable)

41
 mixed fuel. Other companies‘ lacks economy of scale, so market is still open. Importing new

technology is controlled by Govt. so there is plenty of untapped market and with increase in

Income scale, Demand is rising. Consumer desire for one-stop shopping Consumers know what

they want to buy Internet could be a powerful marketing tool.

 THREAT:
Numbers of new Technology driven players and manufactures are in market. Govt .reducing

support and cutting down the Gas supply quota. (TOI, New Delhi, 11th june, 07).Competitors

have stronger brand names Competitors have strong relationships with computer retailers.

LIMITATION

1. The consumers were not amicable in giving their views.

2. Illiteracy was the biggest problem with the consumers to give answers of open-ended

questions.

3. Lack of direct communication with sales manager regarding project work.

4. Unsuitability of time.

5. The sample size taken may not be a true representative of the population.

6. The consumers and retailers may not be forth coming in their replies.

7. Limitation regarding secondary data it was extremely difficult to get their relevant material for

this purpose. 8. Information was confidential

42
43
 3. Introduction of the
study

44
3.1 RATIONALE FOR THE STUDY

In today‘s intensely competitive, rapidly changing and highly complex environment

characterize by diminishing customer loyalty, the need to be market – focused and customer

centric is more critical than any other time in past. It is highly imperative for every organization

to retain and use valuable information about their customer to enhance their business strategies

and product and service offerings. Today, the key focus area of much organization is

identification of a link between customer satisfaction and performance. However, satisfaction as

the confirmation of expectation has started to be conceptualizing almost as a threshold for

customers. The delivery of satisfaction is the minimum the customer expects.

After completing the primary formalities for vocational training, the approach followed for the

project was by .having debatable discussion on various topics with the project guide, and

keeping in mind the total time duration 8 weeks, the project title ―Study of the Customer

Relationship Management for KTL NEXA Lucknow” was decided. Primarily, the researcher

was given some random idea about this project at KTL Nexa. After having very basic

understanding about it‘s objective and it‘s importance in the organization, helped in

understanding the project better so as to make platform for analysis.

The objective behind making this project is to have the knowledge of the practices of Maruti

Services by the Marketing Department. Maruti Suzuki India Limited 50% smaller, fewer, lighter

and more beautiful. style and design quotient (formerly Maruti Udyog Limited), a subsidiary of

Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for

over of the domestic car market. From its very inception,Maruti Suzuki has brought to India,a

simple yet powerful apanese philosophy The benefits of product quality, safety and cost

45
consciousness have been fused and filliped in order to present the Indian populace with cars

high on the . The extreme relevance of our brands in the Indian car arena, in beat with the

lifestyles and desires of our changing nation has made us the market favourites, for over two

decades. Gaining ground from strength to strength, we are inspirited now more than ever,to push

boundaries and conquer new horizons.

46
 3.2 OBJECTIVE OF THE STUDY

Primary objective:

 To study the customer awareness about Maruti Suzuki, & KTL Nexa.

 To enhance the sale of Maruti Suzuki in the showroom.

Secondary objectives

 To analyze the customer buying behavior.

 To find out the satisfaction level of the customers at KTL Nexa showroom.

 To study the effect of event and promotion.

 To make various suggestion on the improvement of the KTL Nexa.

Scopes:

 Study is restricted to various parts of Rajkot which include: other dealer‘s show room.

 The scope of the study is restricted to Customer Relationship Management only.

C.R.M

Customer relationship management (CRM) consists of the processes a company uses to track

and organize its contacts with its current and prospective customers. CRM software is used to

support these processes; information about customers and customer interactions can be entered,

stored and accessed by employees in different company departments. Typical CRM goals are to

improve services provided to customers, and to use customer contact information for targeted

marketing.

While the term CRM generally refers to a software-based approach to handling customer

relationships, most CRM software vendors stress that a successful CRM effort requires a holistic

approach. CRM initiatives often fail because implementation was limited to software installation,

47
 without providing the context, support and understanding for employees to learn, and take full

advantage of the information systems. CRM tools should be implemented "only after a well-

devised strategy and operational plan are put in place". CRM can be implemented without major

investments in software, but software is often necessary to explore the full benefits of a CRM

strategy. Other problems occur when failing to think of sales as the output of a process that itself

needs to be studied and taken into account when planning automation. From the outside,

customers interacting with a company perceive the business as a single entity, despite often

interacting with a number of employees in different roles and departments. CRM is a

combination of policies, processes, and strategies implemented by an organization to unify its

customer interactions and provide a means to track customer information. It involves the use of

technology in attracting new and profitable customers, while forming tighter bonds with existing

ones.

CRM includes many aspects which relate directly to one another:

• Front office operations — Direct interaction with customers, e.g. face to face meetings, phone

calls, e-mail, online services etc.

• Back office operations — Operations that ultimately affect the activities of the front office (e.g.,

billing, maintenance, planning, marketing, advertising, finance, manufacturing, etc.)

• Business relationships — Interaction with other companies and partners, such as

suppliers/vendors and retail outlets/distributors, industry networks (lobbying groups, trade

associations). This external network supports front and back office activities.

48
• Analysis — Key CRM data can be analyzed in order to plan target-marketing campaigns,

conceive business strategies, and judge the success of CRM activities (e.g., market share,

number and types of customers, revenue, profitability).

Proponents of CRM software claim that it doesn't only allow more effective ways of managing

customer relationships, but also more customer-centric ways of doing business. Executives often

cite the need for the proper tools as a barrier to delivering the experience their customers expect.

A 2009 study of over 860 corporate executives revealed only 39% believe that their employees

have tools and authority to solve customer problems.

Types/variations of CRM

There are several different approaches to CRM, with different software packages focusing on

different aspects. In general, Customer Service, Campaign Management and Sales Force

Automation (SFA) form the core of the system (with SFA being the most popular)

Operational CRM

Operational CRM provides support to "front office" business processes, e.g. to sales, marketing

and service staff. Interactions with customers are generally stored in customers' contact histories,

and staff can retrieve customer information as necessary. The contact history provides staff

members with immediate access to important information on the customer (products owned,

prior support calls etc.), eliminating the need to individually obtain this information directly from

49
 the customer. Reaching to the customer at right time at right place is preferable. Operational

CRM processes customer data for a variety of purposes:

• Managing campaigns

• Enterprise Marketing Automation

• Sales Force Automation

• Sales Management System

Analytical CRM

Analytical CRM analyzes customer data for a variety of purposes:

• Designing and executing targeted marketing campaigns

• Designing and executing campaigns, e.g. customer acquisition, cross-selling, up-selling, addon-

selling

• Analyzing customer behavior in order to make decisions relating to products and services (e.g.

pricing, product development)

• Management information system (e.g. financial forecasting and customer profitability analysis)

Analytical CRM generally makes heavy use of data mining and other techniques to produce

useful results for decision-making. It is at the analytical stage that the importance of fully

integrated CRM software becomes most apparent. Logically speaking, the more information that

the analytical software has available for analysis, the better its predictions and recommendations

will be.

Sales Intelligence CRM

Sales Intelligence CRM is similar to Analytical CRM, but is intended as a more direct sales tool.

Features include alerts sent to sales staff regarding:

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• Cross-selling/Up-selling/Switch-selling opportunities

• Customer drift

• Sales performance

• Customer trends

• Customer margins

• Customer alignment

Campaign Management

Campaign management combines elements of Operational and Analytical CRM.

Campaign management functions include:

• Target groups formed from the client base according to selected criteria

• Sending campaign-related material (e.g. on special offers) to selected recipients using various

channels (e.g. e-mail, telephone, SMS, post)

• Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing

trends

Collaborative CRM

Collaborative CRM covers aspects of a company's dealings with customers that are handled by

various departments within a company, such as sales, technical support and marketing. Staff

members from different departments can share information collected when interacting with

customers. For example, feedback received by customer support agents can provide other staff

members with information on the services and features requested by customers. Collaborative

CRM's ultimate goal is to use information collected by all departments to improve the quality of

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services provided by the company. CRM also plays a role of data distributor within customers,

producers and partners. Producers can use CRM information to develop products or find new

market. CRM facilitates communication between customers, suppliers and partner by using new

information system such email, link and data bank.

Consumer Relationship CRM

Consumer Relationship System (CRS) covers aspects of a company's dealing with customers

handled by the Consumer Affairs and Customer Relations contact centers within a company.

Representatives handle in-bound contact from anonymous consumers and customers. Early

warnings can be issued regarding product issues (e.g. item recalls) and current consumer

sentiment can be tracked (voice of the customer).

Strategy

Several CRM software packages are available, and they vary in their approach to CRM.

However, as mentioned above, CRM is not just a technology but rather a comprehensive,

customer-centric approach to an organization's philosophy of dealing with its customers. This

includes policies and processes, front-of-house customer service, employee training, marketing,

systems and information management. Hence, it is important that any CRM implementation

considerations stretch beyond technology toward the broader organizational requirements.

Implementation issues

Many CRM project "failures" are also related to data quality and availability. Data cleaning is a

major issue. If a company's CRM strategy is to track life-cycle revenues, costs, margins, and

interactions between individual customers, this must be reflected in all business processes. Data

must be extracted from multiple sources (e.g., departmental/divisional databases such as sales,

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manufacturing, supply chain, logistics, finance, service etc.), which requires an integrated,

comprehensive system in place with well-defined structures and high data quality. Data from

other systems can be transferred to CRM systems using appropriate interfaces.

Because of the company-wide size and scope of many CRM implementations, significant pre-

planning is essential for smooth roll-out. This pre-planning involves a technical evaluation of the

data available and the technology employed in existing systems. This evaluation is critical to

determine the level of effort needed to integrate this data.

Equally critical is the human aspect of the implementation. A successful implementation requires

an understanding of the expectations and needs of the stakeholders involved. An executive

sponsor should also be obtained to provide high-level management representation of the CRM

project. An effective tool for identifying technical and human factors before beginning a CRM

project is a preimplementation checklist. A checklist can help ensure any potential problems are

identified early in the process.

Privacy and data security System

One of the primary functions of CRM software is to collect information about customers. When

gathering data as part of a CRM solution, a company must consider the desire for customer

privacy and data security, as well as the legislative and cultural norms. Some customers prefer

assurances that their data will not be shared with third parties without their prior consent and that

safeguards are in place to prevent illegal access by third parties.

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Maruti Suzuki CRM

Maruti Suzuki achieves an overall C.S.I Score of 820 an a 1000 point Scale, overall customer

satisfaction with dealer service for the industry improves slightly in 2008-up by 3 points since

2007,with six of the 11 ranked brands demonstrating gains. While ranking below the industry

average Tata and Mahindra emerge as the most improved brands, respectively, particularly in the

areas of services initiation, quality of services advisors and in services experience.

―Maruti Suzuki has effectively implemented simple producers that improved satisfaction with the

value of work performed and perceptions of the fairness and honesty of the dealer, such as

greeting service customers quickly upon arrival and fully explaining charges and repairs‖, said

Mohit Arora senior director at J.P Power Asia Pacific, Singapore ―Instituting these low.-effort

yet high-impact practices helps to foster trust among customers, which is critical to building

loyalty for future service and sales opportunities.‖

S.M.R.-(service marketing report)-

Services marketing report is the detail of the customers who purchased the car from the

showroom. In this report we have the data about the Customer purchasing date and the time of

car servicing. Means by this report we remind to customer that it is the time of your car servicing

.So we ask some questions for customer satisfaction these are the following questions:

Ques.1-are you aware of the maintained schedule of yours cars?

Ques2-as per record you cars service in due on-will you like to make a booking?

54
 3.4 LITERATURE REVIEW

Review of Literature on CRM:

Customer Relationship Management (CRM) has become one of the most dynamic technology

topics of the millennium.

According to Chen and Popovich (2003), CRM is not a concept that isreally new but rather due

to current development and advances in information and enterprise software technology, it has

assumed practical importance.The root of CRM is relationship marketing, which has the

objective of improving the long-term profitability of customers by moving away from

product-centric marketing.

Bose (2002) noted that CRM was invented because the customers differ in their preferences and

purchasing habits . If all customers were alike, there will be little need for CRM. As a

result, understanding customer drivers and customer profitability, firms can better tailor their

offerings to maximize the overall value of their customer portfolio (Chen and Popovich) . The

attention CRM is currently receiving across businesses is due to the fact that the marketing

environment of today is highly saturated and more competitive.

In term of information technology (IT), CRM means an enterprise –wide integration of

technologies working together such as data warehouse, web site, and intranet/extranet, phone

support system, accounting, sales, marketing and production. Kotler (2000) assured that CRM

uses IT to gather data, which can then be used to develop information acquired to create a more

55
personal interaction with the customer. In the long-term, it produces a method of continuous

analysis and reinforcement in order to enhance customer‘s lifetime value with firms.

Benefits of CRM

According to Chen and Popovich (2003), CRM applications have the ability to deliver

repositories of customer data at a much smaller cost than old network technologies. Throughout

an organization, CRM systems can accumulate, store, maintain, and distribute customer

knowledge.

Peppard(2000) noted that effective management of information has a very important role to

play in CRM because it can be used to for product tailoring, service innovation; consolidate

views of customers, and for calculating customer lifetime value.

According to Swift (2001), companies can gain many benefits from CRM implementation. He

states that the benefits are commonly found in one of these areas:

o Lower cost of recruiting Customers o No need to acquire so many customers to preserve

a steady volume of business

o Reduced cost of sales o Higher Customer Profitability o Increased Customer retention &

Loyalty o Evaluation of customers Profitability

56
 Past Survey-Facts

Growth Strategies International (GSI) performed a statistical analysis of Customer

satisfaction data encompassing the findings of over 20,000 customer surveys conducted in 40

countries by Info quest.

The conclusions of the study were:

1) A Totally Satisfied Customer contributes 2.6 times as much revenue to a company as a

Somewhat Satisfied Customer.

2) A Totally Satisfied Customer contributes 17 times as much revenue as a

Somewhat Dissatisfied Customer.

3) A Totally Dissatisfied customer decreases revenue at a rate equal to 1.8 times what a Totally

Satisfied Customer contributes to a business.

4) By reducing customer defection (by as little as 5%) will result in increase in profits by 25% to

85% depending from industry to industry.

An important facet of CRM is ―customer selectivity‖. As several research studies have shown

not all customers are equally profitable (In fact in some cases 80% of the sales come through

20% of the customers). The company must therefore be selective and tailor its program

and marketing efforts by segmenting and selecting appropriate customers for individual

marketing programs.

57
4. Research
Methodology
 RESEARCH METHODOLOGY

Research methodology is away to systematically solve research problem. In it we study the

various step that are generally adopted by researcher in studying his research problem

along with logic behind them. It is necessary for a researcher to know not only the research

method/techniques but also the methodology. It may be noted, in the context of planning &

development that the significance of research lines in its quality and not in quantity.

Researcher should know how to apply particular research techniques, but they also need to

know which of these methods or techniques, are relevant and which are not, and what

would they mean and indicate and why?

Meaning of Research

―Research is common parlance refers to a search for knowledge. In fact research is an act

of scientific investigation.‖

The project was divided in to the following steps.

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 4.1 STEPS OF RESEARCH

1. To decide objective of the Study:-

This step is also research problem. problem definition is the most critical part of the

research process. research problem definition involves specifying the information needed

by management. The main objective of the study are:

 To study the awareness of Maruti Suzuki & KTL Nexa in Rajkot.

 To find out the level of customer satisfaction with the offers, discount and services

offered by Maruti Suzuki & KTL Nexa.

60
 2. To decide research design & application:-

Research design involves defining the research problem, determining how to collect the

data and from whom, establishing the way the data will be analyzed estimating costs and

the preparation of the research approach. For this study, descriptive research was selected.

3. To decide Source of data there are two source of data

 Primary Data

 Secondary Data

Primary data:-

Primary data is the original data collected specifically for the problem.

Reason for selecting primary data:-

In terms of primary data a questionnaire has been used to interview desire sample units that

give accurate and up to data information as well better to research problem.

Research approaches: - Primary data can be collected in five main ways: through

Observation, focus groups, surveys, behavioral data, and experiments.

Research instruments:- Marketing researchers have a choice of three main research

Instruments in collecting primary data:

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  Questionnaires: - A questionnaire consists of questions presented to respondents for

their answers. Because of its flexibility, the questionnaire is by far the most common

Instrument used to collect primary data. Questions can be open-ended or closed-Ended.

 Qualitative measures: - Some marketers prefer more qualitative methods for

gauging consumer opinion because consumer actions do not always match their answers to

survey questions. Qualitative research techniques are relatively unstructured measurement

approaches that permit a range of possible responses, and they are a creative means of

ascertaining consumer perceptions that may other-Wise be difficult to uncover.

 Mechanical devices: -Mechanical devices are occasionally used in marketing

research .Mechanical devices like galvanometers measure the respondent‘s interest or

emotions aroused by exposure to a specific ad or picture.

Secondary data:-

Data potentially useful in solving a current problem but that were collected for a different

purpose.

Reason for selecting secondary data:-

Secondary data can be gathered quickly and inexpensively, compared to primary data, it is

clear useful to study analyzing the recent development in the telecom industry.

Contact methods:- Once the sampling plan has been determined, the marketing researcher

must decide how the subject should be contact:

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  Mail questionnaire: - The mail questionnaire is the best way to

reach people who would not give personal interviews or whose responses might be biased

or distorted by the interviewers. Mail questionnaires require simple and clearly worded

questions.

 Telephone interview: - Telephone interviewing is the best method for gathering

information quickly; the interviewer is also able to clarify questions if respondents do not

understand them. The response rate is typically higher than in the case of mailed

questionnaires.

 Personal interview: - Personal interviewing is the most versatile method. The

interviewer can ask more questions and record additional observations about the

respondent, such as dress and body language. Personal interviewing takes two forms. In

arranged interviews, respondents are contacted for an appointment, and often a small

payment or incentive is offered. Intercept interviews involve stopping people at a shopping

mall or busy street corner and requesting an interview.

 Online interviews: - There is increased use of online methods. There are so many

ways to use the Net to do research. In this method, researcher can include a questionnaire

on its Web site and offer a people to answer the questionnaire.

 Here I use online questionnaires as a instrument of research.

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 4. To decide from of data collection:-

For this project survey method was selected which was carried through person interview.

Because information from different customers was required.

5. To organize & collect data:-

Once the researcher has formulated and development a research design including

questionnaire second thing he has to decide whether he has to collect the information.

From all the targeted customers. There can be two types of survey are possible.

 Sample Survey

 Census Survey

Sample

Sample is the true representation of the population by studying of the sample we can

predict the behavior of the population.

Sample Size: 50 (in this case)

Method of Sampling:-

In this project, the survey was done within the market that means probabilistic convenience

Sampling was carried out.

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 To process & analyze data:-

After the data was collected it was tabulated, analyzed and interpreted to the conclusion

reach.

Techniques Applied

 Bar Chart:- A chart in which the length of the bar represents the amount of the item

associated with the bar.

 Pie Chart:- A circle divided in to sections, such that each section represent the

percentage of the total area of a circle associates with one variable.

4.2 TYPES OF RESEARCH

Along with this there may be 3 type of research methodology these are :-

They are –

 Exploratory Research

 Descriptive Research

 Casual Research

―My research is based on the descriptive research.‖

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 Descriptive Research

―The objective of this research is to gather preliminary information that will help us to

define the problem and to suggest any hypothesis.‖

Which means first we have to define the problem and research objective?

Then we have to develop the research plan for collecting information. Now

after collection data we have to interpret those data for any suggestion,

66
 5. Analysis
and
Interpretation of
data

67
 5. ANALYSIS & INTERPRETATION OF THE DATA

1. Which Maruti Model do you have?

Model Respondant Percentage

Maruti ignis 1 2%
Maruti Baleno 22 44%
Maruti Ciaz - 11 22%

Maruti S-Cross 9 18%

Other 7 14%

Data Analysis: From the above table we can conclude that according to opinion of

customers,2% are use maruti 800,44% are use maruti swift,22% are use maruti wagon-

R,18% are use maruti alto,and 14% people are use other car of maruti Suzuki.

Data interpretation: Most demanded version of the company is swift,because, its design &

price is very affordable to the customer.

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Which Version do you have?

Particular Respondent Percentage

Petrol 28 49%

Diesel 20 35%

LPG or 9 16%

GAS

Data Analysis

From the above table we can conclude that according to the dealers 35 % of the customer asks

for the diesel variants while 49% support the petrol variants and 16 % wants the LPG variants of

different models.

Data Interpretation

The demand for the diesel variant is more for most of the models but the firm has limited

number of the models having diesel variants. The customers are also looking for the gas models

which will suitable for LPG and CNG. So the firm should think for the diesel and gas variants.

69
3. If you have Maruti Suzuki what features do you like most?

Particuler Respondant Percentage

Price 12 24%

Quality 28 57%

Services 9 17%

Other 1 2%

Data Analysis

The above analysis shows that 24 % of customers are buying the Maruti Suzuki product for its

price, 56 % buy them due to their quality. 18% think that after sale service is provided by

Maruti. And 2% people buy them due to other reasons like style, look etc.

Data Interpretation

We can conclude that most of the people think that Maruti Suzuki pricing are economical so

they are loyal to his brand. While other people give emphasis to the after sale service. Quality

and other features are also a trait for the buyers.

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4. What is the performance of your Car?

Particuler Respondant Percentage

Excellent 11 22%

Very Good 30 60%

Good 8 16%

Poor 1 2%

Data Analysis

The above analysis shows that there is 22% customers are highly satisfied from the performance

of car, there is 60% response is very good and 16% is response for good also there is 2%

response of poor performance of car.

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Data Interpretation

We can conclude that there is huge no of customer‘s are satisfied with the performance of the

car, data is concerned with those customers who are the existing customers of Maruti Suzuki

and data is also concerned with new customers.

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 5. After Servicing your vehicles delivered at the promised time?

PARTICULER RESPONDANT PERCENTAGE

YES 40 80%

NO 10 20%

Data Analysis

There is 80% customers response is that they get their vehicle at promisied time , 20%

customers who responded that they never get their vehicle at promisied time.

Data Interpretation

Servicing comes in after sales services,dealer provides this services to customers so there is

necessary for dealer to provide the vehicle at the promised time because it makes the

relationship better with the customers.

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6. What rank you will give to your company as for the satisfaction level 1 is the highest 5 is

the lowest rank of satisfactory level?

RANK RESPONDANT PERCENTAGE

1 9 18%
2 17 34%
3 17 34%
4 5 10%
5 2 4%

Data Analysis

The table is shows the rank for the customer satisfaction level 1 is highest and 5 is the

lowest,there is 18% response for the rank 1,34% for the rank 2,34%for the rank 3,10% for the

rank 4,4% for the rank 5.

Data Interpretation

By the analysis this is found that there is huge customers of Mruti Suzuki those are satisfied

from the company.

74
7. How you find the behavior of sales executive?

RANK RESPONDANT PERCENTAGE

Excellent 6 12%

Very Good 25 50%

Good 15 30%

Poor 4 8%

Data Analysis

The table shows that there is 12% opinion for the excellent and 50% response for good,30% for

good and also there is 8% opinion for poor relationship with the dealer.

Data Interpretation

There should be good relation between customer and dealer because it helps to increase the sales

of company and also helpful for making the customer relationship management.

75
8. What you will say about after sales services of company?

Rank Respondant Percentage

Excellent 7 14%

Very good 25 50%

Good 15 30%

poor 3 6%

Data Analysis

The table shows that there is 14% customer responded for the excellent services of company and

50% for the very good,30% for the good and there is 6% responded for the poor services of the

company.

Data Interpretation

There is important to know the after sales services of the company it shows the customers

satisfaction and also shows the customer relationship management. Of

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9. Does the sales team of Maruti suzuki regularly visit to your outlet or place?

Ans Respondant Percentage

Yes 17 34%
No 33 66%

Data analysis

From above diagram we are conclude that 34% customer says that they visit their outlet or

place.where 66% customer say they don‘t visit.

Data interpretation

Company‘s dealer should improve the service of daily visit of the customer at their place.

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10. Which company is giving you much benefit?

Particular Respondant Percentage

Maruti suzuki 28 56%

Hyundai 13 26%

Ford 1 2%

Honda 7 14%

Other 1 2%

Data analysis

From the above chart we can conclude that, majority customer give to maruti Suzuki it is

56%,where Hyundai got 26%,ford got 2%,Honda got 14%,other got 2%. Data interpretation

in the sence of the benefit provider company in this case it is ahead.

78
11. According to you what are the areas of improvement is needed?

Particuler Respondant Percentage

Service 18 36%

Behavior of salesmen 6 12%

Customer care 21 42%

Other 5 10%

Data analysis:

According to the above chart we can understand that, 36% customer need improvement in

service, 12% says about behavior of salesmen,42% says about customer care service, and 10%

people says about other side improvement.

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Data interpretation

After analysis we can say that customers are not get many services of company as they

expected. So dealer should be improve that services. So it will beneficial to improve customer

relationships.

80
12. What are the additional benefits, company providing to you?

Particular Respondent Percentage

Quality service 19 38%

Gifts 3 6%

Occasional wishes 4 8%

Regular phone calls 2 4%

All of these 13 26%

None of these 9 18%

Data analysis

From the above chart we can analyze that 38% prefer quality of service, 6% get gifts,8% get

occasional wishes, 4% are get regular phone calls 26% get all of these, and 18 % are not get any

of these.

81
Data interpretation

After analyze the data we understand that many of the customer are far away from extra

benefits. So company should improve that. Because it is a very helpful to build the relationship

to the custom

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13. Does the Maruti Suzuki helps you in sorting out the problems?

Particular Respond Percentage

Yes 32 64%
No 23 46%

Data analysis

From the above chart we can understand that how company helpful to the customers

problems.so, 64% customers says yes, 46% says about no,

Data interpretation

After analyze the chart and data we came to know that company & dealer KTL Nexa should

think out & take step against the unsatisfied customer for better customer relationship.

83
 6. Results and
Findings

84
 6. RESULTS & FINDINGS

 The demand for the diesel variant is more for most of the models but the firm has

limited number of the models having diesel variants. The customers are also

looking for the gas models which will be suitable for LPG and CNG. So the firm

should think for the diesel and gas variants.

 Most of people think Maruti Suzuki pricing are economical so they are loyal to his

brand. While other people give emphasis to the after sale service. Quality and other

features are also a trait for the buyers.

 There is large no of customer‘s are satisfied with the performance of the car, data is

concerned with those customers who are the existing customers of Maruti Suzuki

and data is also concerned with new customers.

 Servicing comes in after sales services,dealer provides this services to customers so

there is necessary for dealer to provide the vehicle at the promised time because it

makes the relationship better with the customers.

 There should be good relation between customer and dealer because it helps to

increase the sales of company and also helpful for making the customer relationship

management.

85
  There is important to know the after sales services of the company it shows the

customers satisfaction and also shows the customer relationship management.

86
 7. Limitations of the
study

87
 7. LIMITATION

 It was assumed that the information given by the respondents is authentic and

best of their knowledge.

 Some of the view given was completely views by customers as they were in a

hurry and were not considered in the data analysis.

 The result of the study is applicable to the survey area only.

 Time is also one of the important limitations.

 Dull process and unwilling respondent also affect the result of the study.

88
 8. Conclusion &
Recommendation

89
 8. CONCLUSION OF THE STUDY

The research work was successfully identifying by the studying the relationship management

of Maruti Suzuki in KTL Nexa in Rajkot. The conclusion can be drawn from this study may

be:-

 Maruti Suzuki is India‘s one of the leading automobile manufactures and also the leader of the

market both in terms of volume and revenue generated.

 Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market.

RECOMMENDATION

To conclude, it can be said that KTL Nexa has created its image in a very short period in

Rajkot. PERFECT is the Best dealer of Maruti Suzuki. It is attracting the customers with its

good services. Most of the customer satisfied by buying the Maruti car from KTL Nexa. This

satisfaction can be concluded by the response of customer in the questionnaires. Day by day

Maruti Suzuki is improving his reputation to other Automobile Company. The comparison

chart and survey report in this training report can recognize this.

There should be more staff having experience of automobile sector.

 There should be more efficient planning for satisfying customer needs.

90
 Attractive offers should be given time to time, to

increase customer‘s interests  There should be easy

process of car servicing.

91
 9 . Bibliography

92
 9.BIBLIOGRAPHY

 (n.d.). Retrieved from www.marutisuzuki.com.

 (n.d.). Retrieved from www.wikipedia.com.

 KOTLER, P. (2013). Marketing management 14th edittion.

 r, C. (2004,2nd revised edition). Reserch methodology. New age International pvt ltd

publishers.

 www.google.com. (n.d.).

93
10. Annexures

94
 A Study On Customer Relationship Management
@ KTL NEXA Lucknow for Maruti Suzuki India Pvt. Ltd

I Vineet Naman the student of K.I.P.M. College of Management dept of. MBA conducting

survey for the study purpose and for the same I need your valuable reply so, I request you to

feel up the following questions. This will assist me in study...

Do you have any Maruti Suzuki four wheeler? Mark only one oval.

 Yes

 No

 Other:

1. Which Maruti Model do you have? Mark only one oval.

 Maruti Ignis

 Maruti Baleno

 Maruti Ciaz

 Maruti S-Cross

 Other:

2. Which Version do you have? Mark only one oval.

 Petrol

 Diesel

 LPG or GAS

95
3. If you have Maruti Suzuki what features do you like most? Mark only one oval.

 Price

 Quality

 Services Other:

4. What is the performance of your Car? Mark only one oval.

 Excellent

 Very Good

 Good

 Poor

5. After Servicing your vehicles delivered at the promised time? Mark only one oval.

 Yes

 No

 Can't say

6. What rank you will give to your company as for the satisfaction level 1 is the highest 5 is

the lowest rank of satisfactory level? Mark only one oval.

 1

 2

 3

 4

 5

96
7. How you find the behavior of sales executive? Mark only one oval.

 Excellent

 Very Good

 Good

 Poor

8. What you will say about after sales services of company? Mark only one oval.

 Excellent

 Very Good

 Good

 Poor

9. Does the sales team of Maruti suzuki regularly visit to your outlet or place? Mark only one

oval.

 Yes

 No

10. Which company is giving you much benefit? Mark only one oval.

 Maruti Suzuki

 Hyundai

 Ford

 Honda

 Other:

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11. According to you what are the areas of improvement is needed? Mark only one

 Service

 Behavior of salesmen

 customer care

 Other:

12. What are the additional benefits, company providing to you? Mark only one oval.

 Quality Service

 Gifts

 Occasional wishes

 Regular phone calls

 All of these

 None of these

13. Does the Maruti Suzuki helps you in sorting out the problems? Mark only one oval.

 Yes

 No

 Can‘t say

14. What you suggest to promote Maruti Suzuki‗s product at customer level?

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15. Any other suggestions?

16. NAME

17. CONTACT NO.

99