A SYNOPSIS On

A comparative study on Mercedes and BMW.

Supervisor Honey Dhussa Head of Department (Marketing)

Submitted by Azeem Ahmad Enrolment No: 11061248035 Specialization: Marketing

Remarks of Evaluator

Approved/Disapproved (I Evaluation)

Approved/Disapproved (I Evaluation)

Session 2011-2013 Directorate of Distance Education GJUS & T, Hisar DIRECTORATE OF DISTANCE EDUCATION

GURU JAMBHESHWAR UNIVERSITY OF SC. & TECH. HISAR FORMATE FOR RESUME OF SUPERVISOR/GUIDE

1. NAME 2. DESIGNATION 3. QUALIFICATION 4. AREA OF SPECIALIZATION 5. EXPERIENCE 6. OFFICIAL ADDRESS

: : : : : :

Honey Dhussa Head of Department MBA Marketing 7 Years NBA Group of Institutions Scindia Villa, Sarojini Nagar, Delhi

7. TELEPHONE No. 8. MOBILE 9. E-MAIL

: : :

0120-4136697 9810616966 honeydhussa@gmail.com

I am willing to supervise: Mr. Azeem Ahmad Enrolment No: 11061248035 On the topic: A comparative study on Mercedes and BMW

(Signature with Seal)

Countersigned by Director of Study Centre with SEAL

CERTIFICATE

This is to certify that Azeem Ahmad, Enrolment No. 11061248035 has completed under my supervision his/her Research Project Report on A COMPRATIVE STUDEY ON MERCIDES AND BMW in the specialization area Marketing. The work embodied in this report is original and is of the standard expected of an MBA student and has not been submitted in part or full to this or any other university for the award of any degree or diploma. He has completed all requirements of guidelines for the Research Project Report and the work is fit for evaluation.

Signature of Supervisor/Guide (with SEAL) NAME: Honey Dhussa DESIGNATION: Head Of department (Marketing) ORGANIATION: NBA School of Business

Forwarded by Head/Director of Study Centre (With signature, Name & SEAL)

DECLARATION

This is to certify that the project Report entitled A COMPRATIVE STUDEY ON MERCIDES AND BMW is my original work and this has not been submitted in part or full to this or any other university/institution for award of any degree or diploma.

Signature of Candidate: Azeem Ahmad Enrolment No.: 11061248035 Specialization: MARKETING Session: 2011-2013

ACKNOWLEDGEMENT

Project work is never the accomplishment of an individual rather it is an amalgamation of the efforts, ideas and co-operation of a number of individuals. I am highly indebted to my project guide Mr. Honey Dhussa of NBA Business School for his invaluable support and guidance during the preparation of this project. It gives me immense pleasure to take this opportunity to thank all those who helped in the successful completion this project.

Azeem Ahmad

LITERATURE REVIEW

INTRODUCTION : Mercedes and BMW were chosen because of their identical pattern of functioning and marketing. They are the only two major players in the Luxury Automobile industry of India, and their customers consider both as almost similar brands. This is why it is important to study how these brands differentiate themselves from each other, and attempt to improve brand loyalty amongst their customers.

OBJECTIVE:
The objective of the Dissertation will be To compare and study Mercedes and BMW, identify areas of excellence and areas needing improvement (Customer Perception) ; and provide suggestions for improvement if any .

AIM:
The Aim of the Dissertation will be to successfully compare two prominent automobile companies on a common platform, analyse their working and performance, and highlight what they are doing well, while providing suggestions and recommendations for improvement.

RESEARCH METHODOLOGY:
For the purpose of this study, a research tool in form of a questionnaire will be prepared, to find out the relevant PRIMARY DATA pertaining to the functioning and working of both Mercedes and BMW . The data will be collected based on information provided by: 1. The management of the organization. 2. Customers owning either or both of the brands. Besides the PRIMARY DATA collected with the help of the questionnaire, the relevant SECONDARY DATA from various sources like magazines, books and Internet and newspapers will also be collected. Based on the relevant primary and secondary data, a comparative analysis will be done so as to find out the areas of excellence and areas of improvement of both organizations.

The areas of excellence and improvement will be identified based on factual information, in light of which recommendations and suggestions will be provided for the overall improvement of the organizations in the future. Sample size: 150. Area of study: New Delhi and NCR Region. Respondents: Either BMW or Mercedes Owners. Places of research: Mercedes and BMW showrooms, service stations, Malls, etc. This Dissertation will be conducted in 2012 in New Delhi and Noida, India; so the information will be relative to this city.

A GLIMPSE INTO THE FRAMEWORK OF THE DISSERTATION (SECTION WISE): Section One: The Automobile Industry in India- Luxury Segment
Section one of the Dissertation will be a peek at the fast growing luxury Automobile industry. It would take a look at how the industry has evolved through time, from its early beginnings in their domestic markets, to their introduction in Indian Automobile Industry . It will also give details of the structure of the industry, with its various components, in its current form. It will finally deal with how these two Brands have grown in India, and what their current status is.

Section Two: Company Profile Of

Mercedes. BMW.

Section Three: Company Profile Of

Section Four: Market Survey-comparative rating of both Mercedes

and BMW

Section Four will have the main comparative rating of both Mercedes and BMW , based on a survey of customers having either or both the Brands . The survey will analyse how both brands are performing in the areas of Customer Satisfaction, Brand Loyalty, etc .

Section Five:

Data Analysis

Detailed Analysis of the Data Collected ( Primary and Secondary )

Section Six: Conclusion

Q.1) In your Opinion Which car is the Best ? Q.2) How long have you been associated with Mercedes or BMW? (In Years). Q.3) How would you rate Mercedes or BMW on the following parameter? Knowledgeable sales person Employees spent enough time with you: Display of merchandise is attractive Availability of the product

Variety/selection of Products Attractive discounts offered Dcor of the waiting area is pleasing Prices are affordable Vehicle in good condition Offered a test drive Post sales follow ups are done regularly Responds to complaints quickly Careful with personal information Q.4) Are you aware of the following facilities provided by Mercedes or BMW? Y/N Motors insurance Extended warranty True value Owners Club Genuine accessories Finance

Q.5) Which Car Has the best Aftersales Service ? Q.6) How likely would you recommend Mercedes over BMW? Q.7) Which Car provide the Best Value for Money ? Q.8) Which Car provides you wide range of Accessories and Add-ons ? Q.9) Which Company provides More Powerful and Well-Tuned Engines ? Q.10)Which Car has the best Efficiency? Q.11) Which Engine make you prefer the Most when you Buy a luxury car ?