University of Petroleum & energy studies _SIP_Report_2017-2018

UNIVERSITY OF PETROLEUM & ENERGY STUDIES

School Of Business, Dehradun

Project Report
On

“A Study on CUSTOMER RELATIONSHIP MANAGEMENT of MARUTI

SUZUKI INDIA LIMITED”

(Summer Internship Program)

Bachelor of Business Administration
(with specialization in…AUTO MARKETING…………)

2017-2020

Submitted to: Submitted by:

Dr.Ankur Kumar Rastogi Hitesh Poonia
Faculty 500059871
Dep.General management R300217026

1
University of Petroleum & energy studies _SIP_Report_2017-2018

2
University of Petroleum & energy studies _SIP_Report_2017-2018

Acknowledgement

I would like to express my gratitude and appreciation to all those who gave me the possibility to
complete this report. A special thank you to my mentor, Dr Ankur Kumar Rastogi sir, whose
help, simulating suggestions and encouragement, helped me to coordinate my project especially
in writing this report.
I would also like to acknowledge the staff of MARUTI SUZUKI INDIA LIMITED, who helped
me to learn how work is done in the company.
A special thanks to Ms. Kaveri Tyagi Mam, who helped me while doing this internship and for
explaining me how work is done in the company.
Last but not least, many thanks to all my family members and friends who helped me in
completing this project.
Student’s Name: HITESH POONIA
Course: BBA specializing in AUTO MARKETING

3
University of Petroleum & energy studies _SIP_Report_2017-2018

CERTIFICATE

This is to certify that the summer internship report title ‘CUSTOMER RELATIONSHIP
MANAGMENT of MARUTI SUZUKI INDIA LIMITED’ submitted by HITESH
POONIA to UPES for partially fulfillment of requirement for bachelors of business
administration (Auto Marketing) is a bonafide record of the internship word carried out by
him under my supervision and guidance. The content of the report, in full or part have not
been submitted to any other Institute or University for the award of any other degree or
diploma .

Signature of faculty, mentor

Dr. Ankur Kumar Rastogi

4
University of Petroleum & energy studies _SIP_Report_2017-2018

Table of Contents

1. INTRODUCTION………………………………………………. Page No. 05

2. PROFILE OF THE ORGANIZATION…………………………… Page No. 08
3. DISCUSSION ON TRAINING ……………………………………….. Page No. 11
4. STUDY OF SELECTED RESEARCH PROBLEM ……………... Page No. 14
5. ANALYSIS……………………………………………… Page No. 17
6. SUMMARY AND CONCLUSIONS……………………… Page No. 25
7. APPENDICES………………………………………………….. Page No. 27
8. BIBLIOGRAPHY……………………………………. Page No. 31

5
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER-1

INTRODUCTION

INTRODUCTION

1.1 General introduction about the sector.

The Indian auto industry became the 4th largest in the world with sales increasing 9.5 per cent
year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the 7th largest
manufacturer of commercial vehicles in 2018.

The Two Wheelers segment dominates the market in terms of volume owing to a growing
middle class and a young population. Moreover, the growing interest of the companies in
exploring the rural markets further aided the growth of the sector.

6
University of Petroleum & energy studies _SIP_Report_2017-2018

India is also a prominent auto exporter and has strong export growth expectations for the near
future. Automobile exports grew 14.5 per cent during FY 2019. It is expected to grow at a
CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives by the Government of
India and the major automobile players in the Indian market are expected to make India a leader
in the two-wheeler and four wheeler market in the world by 2020.

1.2 Evolution of Automobile Industry of India

7
University of Petroleum & energy studies _SIP_Report_2017-2018

1.3 Market share of the segments of the auto industry

8
University of Petroleum & energy studies _SIP_Report_2017-2018

1.4 Top ten Automobile companies in India

 Tata Motors ltd.

 Mahindra and Mahindra ltd.
 Maruti Suzuki India ltd.
 Hero MotorCorp ltd.
 Bajaj Auto ltd.
 Ashok Leyland ltd.
 Sundaram Clayton ltd.
 TVS Motor Company ltd.
 Eicher Motors ltd.
 Force Motors ltd.

9
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER-2

PROFILE OF MARUTI
SUZUKI

10
University of Petroleum & energy studies _SIP_Report_2017-2018

2.1 Origin of Maruti Suzuki

(1)Maruti Udyog Limited (MUL) was established in Feb 1981through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an efficient
public transport system.

(2)Suzuki Motor Company was chosen from seven prospective partners worldwide. This was
due not only to their undisputed leadership in small cars but also to their commitment to actively
bring to MUL contemporary technology and Japanese management practices (which had
catapulted Japan over USA to the status of the top auto manufacturing country in the world).

(3)A license and a Joint Venture agreement was signed between Govt. of India and Suzuki
Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.

(4). The objectives of MUL then were:

 Modernization of the Indian Automobile Industry.

 Production of fuel-efficient vehicles to conserve scarce resources. Production of large
number of motor vehicles which was necessary for economic growth.

2.2 Introduction of Maruti Suzuki

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a 56.21% owned subsidiary of the Japanese car and motorcycle
manufacturer Suzuki Motor Corporation. As of July 2018, it had a market share of 53% of the
Indian passenger car market. Maruti Suzuki manufactures and sells popular cars such as
the Alto, Swift, Dzire, Baleno, Ciaz, Brezza etc. The company sold its first car Maruti 800 in
December 1983. The company is headquartered at New Delhi and has its three manufacturing
plants located in Gurgaon, Manesar and Gujarat.. It has 1820 sales outlets across 1471 cities in

11
University of Petroleum & energy studies _SIP_Report_2017-2018

India and has total 40,000 number of employess. As of 2019, Maruti Suzuki has a Revenue of
US$ 13 billion i.e. 8,86,301 million Rupees.
Kenichi Ayukawa is current CEO of Maruti Suzui India and R. C. Bhargava is the former CEO
and current chairman of Maruti Suzuki India.

2.3 Products and Services offered by Maruti Suzuki

Cars are what Maruti Suzuki builds. Experiences are what it creates. Maruti Suzuki builds all
types of cars from hatchback, sedans to SUVs. It has 1820 dealerships along with 3145 service
stations all over India. Different cars offered by Maruti Suzuki are – Alto, Swift, Baleno, Dzire,
Ertiga, Ciaz, Vitara Brezza, XL6 etc. People prefer Maruti Suzuki cars because they have high
fuel efficiency, low maintenance cost and easy availability of spare parts at an affordable price.
Also they have higher resale value.

2.4 Competitors of Maruti Suzuki

Hyundai Motor India ltd. – It as an South Korean automobile manufacturer in India. It is the
seconder largest manufacturer with 16.2% market share after maruti Suzuki.
Mahindra - Third largest Indian automobile manufacturer with 8% market share in passenger
cars segment.
Tata – Fourth largest Indian automobile manufacturer with 6% market share in passenger cars
segment.

12
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER-3
RESEARCH
OBJECTIVE

13
University of Petroleum & energy studies _SIP_Report_2017-2018

3.1) Student Work Profile

 Handling customer talking’s and maintaining company register.

 Execution of home visits to the customer address along with sales executive.
 Knowledge about the finance process and the various check points.
 Pitching of the various sales promotions.
 Visiting customer address to resolve the complaints raised and attaining
satisfaction note from customer.
 Handling of customer meet and helping in organizing the event.
 Handling of customer complaints.
 Calling to customers where payment given at the time of booking has got
dishonored.
 Visit @ workshop to observe the flow of process there.
 Understanding the process of new number plate registration process.
 Understanding the insurance renewal process and the tariff chart with exceptions.
 Handling the case for insurance claim process.
 Greeting and congratulating the customer at the delivery area.
 Handling cases related to registration of commercial vehicles.
 Handling the accessories counter along with the team members.

3.2) Key Learning From Training

14
University of Petroleum & energy studies _SIP_Report_2017-2018

1. A detailed project plan agreed before project commencement helped to achieve successful
delivery.
2. Rigorous and flexible use of effective project techniques that incorporated project planning,
continuous monitoring and reporting of the progress, as well as effective resource
management. Allowed project management team to better control the entire process as well as
allow for more efficient change management.
3. Shared vision contributing to creating a single purpose of vision necessary to deploy a potent
programme.
4. Senior management support – a critical element. It brought in an additional sense of
importance and urgency. It also ensured that, if delivered successfully, the entire organization
would benefit from the project.
5. Effective relationship management due to the level of collaboration involved, effective
relationship management among the stakeholders, sponsors, outsourcers and end-users cannot
be over emphasized. Managing the relationship with external outsourcing service providers
was identified as being particular important.
6. Effective change management that ensured smooth inter and intra-organizational
transformation.
7. Effective management of multiple stakeholders where regular meetings with direct
stakeholders were carried out to ensure that all requirements and expectations have been met,
and any conflicts between stakeholder interests were resolved.
8. Regular progress meetings which helped to evaluate stages in project development.
9. Effective and continued communication among the parties was sustained and helped in
leading to project success.
10. Skilled and competent staff - the empowerment and flexibility of staff to adapt to the new
environment, helped in achieving success in the complex IT projects.
11. User involvement – project managers should pay particular attention to the customer side of
the project delivery and ensure the continuous involvement of end users throughout the
project life-cycle.

15
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER 4

STUDY OF
SELECTED
RESEARCH
PROBLEM

4.1 Statement of research problem

16
University of Petroleum & energy studies _SIP_Report_2017-2018

1. The present study can be extended to access the present marketing condition of Indian
automobile sector.
2. The study can be used to design a proper product, price, place and promotional strategy
for the market.
3. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
4. The result of marketing success can be interpreted to assess the rate of employee
satisfaction in various departments.
5. This study can be applied to find out an effective distribution channel to enhance the sale
of various products of Maruti Suzuki motors.

4.2 Statement Of Research Objective

The object of report is not only to focus on competitors but also to get the competitive position in
the national as well as international market through customer satisfaction. These are as follows.

 To discover and translate the needs and desire of customer into products and services so
as to create the demand of the product (through planning and producing planned product).
 To serve the customer through channel of distribution.
 To face the keen competition.
 To know about the marketing strategies used by Maruti Suzuki..
 To know about the marketing strategies of the competitors of Maruti Suzuki
 To find out the market share of Maruti Suzuki.

4.3 Research design and methodology

This project depends upon the primary as well as secondary sources which are as follows.
Primary Source:

17
University of Petroleum & energy studies _SIP_Report_2017-2018

 Observation
 Experiment
 Talking with consumers, retailers and distributors.

Secondary Source:

 Balance sheet of the company

 Company website

Sample Size and Areas covered

A customer-based survey was conducted in which 100 people were asked to fill the questionnaire
and RANDOM SAMPLE was taken.

Stastistical and Presentation tools:

Primary Data is represented:

 First classified i.e. grouped qualitatively and quantitatively according to the situation or
the type of the data which was collected.
 After classifying is represented in the form of tables i.e. systematically arranged in
columns and rows.
 Some of the data is also graphically represented in the form of Pie Diagram.

Secondary Data is represented:

 In the form of tables.

 By the way of bar graphs and Sub divided bar graphs (Graphical presentation).

18
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER 5 – DATA
ANALYSIS

19
University of Petroleum & energy studies _SIP_Report_2017-2018

5.1 Data Analysis

1) Percentage of Maruti Suzuki owners -

OWNERS OF MARUTI SUZUKI

NO
24%
YES
NO
YES
76%

Inference:

 76% of the respondents were owners of Maruti Suzuki.

 24% of the respondents were owners of others company.

2) Customer satisfaction rating -

CUSTOMER SATISFACTION

17%

SATISFIED
DISSATISFIED

83%

20
University of Petroleum & energy studies _SIP_Report_2017-2018

Inference:
 83% of the Respondents were satisfied with their cars and the services of Maruti Suzuki
 However 17% of the Respondents were dissatisfied at the same time.

3) Prefences of buying a new car -

PREFERENCES OF BUYING A NEW CAR

40
30
20
10
0
TOYOTA HYUNDAI MARUTI HONDA

Inference:

 18% of the respondents would prefer to buy Toyota against its competitors.

 37% of respondents preferred for Maruti Suzuki.

 21% and 24% respectively preferred for Hyundai & Honda.

4 )Where do yo manage to find information about Maruti Suzuki -

21
University of Petroleum & energy studies _SIP_Report_2017-2018

INFORMATION ABOUT MARUTI SUZUKI

12%
DEALERS
20%
PRINT MEDIA
T.V.
55%
INTERNET
13%

Inference:

 Information through Internet and Print media accounts for more than half or 75% of the
information shared with the masses.

 Rest 25% was shared by T.V. and Dealers for providing the information.

5) Maruti Suzuki cars have the highest fuel efficiency -

FUEL EFFICIENCY OF MARUTI SUZUKI

100 78
80
60
40 22
20
0
YES NO

22
University of Petroleum & energy studies _SIP_Report_2017-2018

Inference:

 78% of the respondents felt that Maruti Suzuki has the most fuel efficiency.

 While 22% felt it isn’t the most fuel efficient.

6) The features of Maruti Suzuki cars as compared to other cars -

FEATURES OF MARUTI SUZUKI

12%

8%

GOOD
10%
VERY GOOD
NOT SO GOOD
70% SATISFACTORY

Inference:

 70% of the respondents felt that the features of the Maruti Suzuki are good.

 While 8% of respondents thought it was not so good, 10% thought it was very good and
12% felt satisfactory about the features.

23
University of Petroleum & energy studies _SIP_Report_2017-2018

7) Qualities that best describe Maruti Suzuki

FEATURES THAT BEST

DESCRIBES MARUTI SUZUKI
38
40
29
30
18
20 15

10

0
HANDLING DESIGN FUEL LOW

EFFICIENCY MANTAENANCE

Inference:

 Maruti Suzuki is best known for its Fuel efficiency & low maintenance.

 Then comes Handling and Design.

8) How do you find the interiors of Maruti Suzuki –

24
University of Petroleum & energy studies _SIP_Report_2017-2018

INTERIORS OF MARUTI SUZUKI

7%
3%
GOOD
16%
VERY GOOD
NOT SO GOOD
SATISFACTORY
74%

Inference:

 According to 74% of the respondents, the interiors are good.

 16% said it was very good, 7% said it was satisfactory and 3% felt it was not so good.

9). Are you happy with the after sales service provided by Maruti ?

HAPPY WITH AFTER SALES

SERVICES PROVIDED BY MARUTI SUZUKI

15%

HAPPY
UNHAPPY

85%

25
University of Petroleum & energy studies _SIP_Report_2017-2018

Inference:

 Overall 85% of the respondents were happy with the after sales service provided
by Maruti Suzuki.

 15% were unhappy with maruti suzuki due to poor after sales services provided
by them.

10) Are you satisfied with the build quality of Maruti Suzuki ?

Ans. 40% are satisfied whereas 60% aren’t satisfied.

26
University of Petroleum & energy studies _SIP_Report_2017-2018

CHAPTER : 6

SUMMARY AND
CONCLUSIONS

27
University of Petroleum & energy studies _SIP_Report_2017-2018

6.1 ) Summary Of Learning Experience

 In the beginning of the training we get to know about the company and how the
organization works.
 We learn how to interact with customers
 We get to know about the customer buying behavior by interacting with them.
 Not just selling the product to customer is enough, retaining of the customer is equally
important for the long term profit of the organization
 We learn how to complete the organizational goals.

6.2 ) Recommendations

 Maruti Suzuki should improve the build quality of its vehicle. .

 Maruti Suzuki should conduct market survey in Indian market in order to know the perception of
Indian consumers and what they want.
 They should also work on making their cars premium, which they are doing through nexa.

28
University of Petroleum & energy studies _SIP_Report_2017-2018

APPENDICES

29
University of Petroleum & energy studies _SIP_Report_2017-2018

QUESTIONNARE

(A )NAME

(B) ADDRESS

(C) CONTACT NUMBER

(D)INCOME GROUP

_________15,000-25,000 _________25, 000-50,000

_________50,000-75,000 _________Above 75,000

(1) DO YOU OWN A CAR?

o YES NO
IF YES, THEN WHICH ONE?
(i)TOYOTA (ii) HYUNDAI (iii) MARUTI

(2) HOW SATISFIED ARE YOU WITH THE SERVICES OFFERED BY

MARUTI SUZUKI ?
(i)SATISFIED (ii) DISSATISFIED

(3) IF SATISFIED, THEN ARE YOU HAPPY WITH THEIR CHARGES AND
TIMELY DELIVERY THEY WERE OFFERING?
(i)HAPPY (ii) UNHAPPY

(4) IF GIVEN A CHOICE TO CHOOSE A CAR COMPANY, WHICH COMPANY

WOULD YOU CHOOSE?
(i) TOYOTA (ii) MARUTI (iii) HYUNDAI

(5) WHERE DO YOU MANAGE TO FIND INFORMATION ABOUT MARUTI

SUZUKI?

30
University of Petroleum & energy studies _SIP_Report_2017-2018

(i)DEALERS (ii) PRINT MEDIA

(iii)T.V. (iv)INTERNET

(6) DO YOU THINK MARUTI SUZUKI HAS THE MOST FUEL EFFICIENCY?

(i)YES (ii) NO

(7) HOW DO YOU FIND THE FEATURES OF MARUTI SUZUKI AS

COMPARED TO OTHER CARS?
(i)GOOD (ii) VERY GOOD
(iii)NOT SO GOOD (iv) SATISFACTORY

(8) WHICH OF THESE QUALITIES DO YOU THINK BEST DESCRIBES

MARUTI SUZUKI?

(i)HANDLING (ii) FUEL EFFICIENCY

(iii)DESIGN (iv)COMFORT

(9) HOW DO YOU FIND THE INTERIORS OF MARUTI SUZUKI?

(i)GOOD (ii) VERY GOOD

(iii)SATISFACTORY (iv) NOT SO GOOD

(10) ACCORDING TO YOU WHAT SHOULD BE DONE TO IMPROVE

MARUTI SUZUKI ?

(i) MAKE IT MORE AFFORDABLE

(ii) CHEAPER SPARE PARTS
(iii)MORE SERVICE STATIONS

31
University of Petroleum & energy studies _SIP_Report_2017-2018

(11) ACCORDING TO YOU WHAT SHOULD BE DONE TO MAKE MARUTI

SUZUKI THE BEST CAR?

(i)MAKE IT MORE FUTURISTIC

(ii)MAKE IT MORE SPORTY
(iii)GIVE IT A RETRO LOOK
(iv)GIVE IT A CONCEPT CAR LOOK

(12) ARE YOU HAPPY WITH THE AFTER SALES SERVICES PROVIDED BY
MARUTI SUZUKI?
(i)YES (ii) NO
(iii) HAPPY BUT IT CAN BE BETTER

32
University of Petroleum & energy studies _SIP_Report_2017-2018

BIBLIOGRAPHY
Books:

Kotler Philips, Marketing Management

Internet:

www.wikipedia.com

www.marutisuzuki.com

33
University of Petroleum & energy studies _SIP_Report_2017-2018

34