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A
SYNOPSIS
On
CUSTOMER RELATIONSHIP MANAGEMENT
With special reference to DOBRO TOYOTA

Synopsis report submitted in partial fulfilment

Of the requirement for the degree of

MASTER OF BUSINESS ADMINISTRATION

BY
K. ROJA
H.T. NO: 1305-18-672-044

Under The Guidance Of

Dr. E. JALAJA
Assoc. Professor & HOD

AVANTHI P.G COLLEGE

(Approved by AICTE, Affiliated to Osmania University)
Moosarambagh, Dilsukh Nagar, Hyderabad

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Customer Relationship Management - Introduction

Customer Relationship Management entails all aspects of interaction a company has

with its customer, whether it is sales or service related; it starts with the foundation of
relationship marketing. CRM is a systematic approach towards using information and on-
going dialogue to build long losing mutually beneficial customer relationship. The use of
CRM technology forms the crucial front-end of any e-business strategy, essentially CRM has
emerged as convivial weapon in the hands of the industry laggards as well as leaders to
cascade the business suites; the only touch point which is formulating this base is the
awareness amongst the corporatists to suffice the customers already available to the
companies to large extent.

In today’s first-paced competitive business environment it’s more important than ever
to create and maintain long-losing business relationships.

Today, Customer Relationship Management (CRM) manages business process

spanning sales, support, and marketing creating effective customer interactions. Given the
purpose of CRM, the functionality is straightforward, and the benefits of successful
deployments clearly generate value and profitability for any company. Grate CRM solutions
need to encourage users to interact with the application as well as be in-tune with the business
and IT cost-saving needs.

“For the modern-day CRM to be world class it needs to be revolutionary in market

incursion and evolutionary in technological up gradation.”
Today the major business focus is towards endowing value addition to the sales cycle, and
customer retention rather than constructing a new customer base which is costlier and also an
uncertain chase from business perspective. The basic philosophy behind CRM is that a
company’s relationship with the customer would be the biggest asset in the long-run.

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It is now vital for CRM vendors to develop a sound understanding of their target
organizations customer and deliver them with solutions which help in achieving long-term
business relations with their customers. Vendors must also build long-term customer
relationship management strategies with the end-user organizations to assure a series of
deployments, and hence ensuring a regular revenue stream for themselves as well as their
customers.

Evolution of CRM – A Diagrammatic Representation

Before implementing any Customer Relationship Management solution in the

organization there are many questions which need a comprehensive explanation from the
user’s point of view.
o What is the added value preposition of the CRM to the organization?
o What would be the environment under which the implementation done?
o How would the synergies be reflecting in the processes of the company?
These are mere stencils of the holistic scenario prevalent right now, and are to a great extent a
factor which harms the opportunities of long-term survival for any CRM vendor.

Need for the study

Organizations having be competitive environment with relationship management
of customer and they are attracting the customer with some effective sale promotions. But
some organizations need to evaluate the purpose, utility, effectiveness of customer
satisfaction. They are fails to evaluate this customer relationship management. So these study
has been undertaken to asses the customer relationship management in the organization.

CRM is nothing but a process to manage a company’s relationship with its current and
potential customers. A business excels till the time its customers are happy with its products
and services. CRM proves to be successful for businesses because it helps identify new leads,
increase referrals, helps improve products and services and the overall quality of work.

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Better turnover:
CRM involves constantly taking feedback from your current customers about the products
and services you provide to them. Honest feedback from customers can help in growing your
business. It helps the organization serve the customers in the best possible way. This helps in
boosting customer loyalty towards the organization. The more customers trust your brand, the
higher the percentage of conversion rate is. This in turn generates more business, increasing
the turnover and revenue for the organization.

Understands customer’s psychology:

Do you know and understand your customer well? Are you aware of what interests your
customers the most? What is it that your customers are searching for? It is of prime
importance to know your customers.

Getting a good understanding of what your customers like or dislike gives you an opportunity
to cater to their needs and wants better and in a more personalized manner. You can position
your products and services in a way that your customers will find most appealing.

Assigning roles:

For the smooth functioning of all domains of a business, it is important that all the roles and
responsibilities aligned with any customer are well defined and allotted to employees clearly.
Whenever a customer faces an issue/problem, the team should be well prepared to handle that
particular customer and be aware of their customer history.

Easy access to information:

Why do businesses lose out on customers? Online businesses have chat service enabled on
their website to address any query of a customer instantly. However, to answer the query of a
customer instantly, one needs to have easy access to the information to avoid leaving a bad
impression on your customers.

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Having a CRM module makes it easy for employees belonging to any department to have
complete access to all the information of customers irrespective of the place where they are.

Time and cost effective:

The most important advantage that comes along with doing CRM for your business is its time
and cost effectiveness. Business employees can view any essential detail at the click of a
mouse. This makes CRM all the more important, it saves the hard work of manual work that
was done earlier. CRM being on centralized database, hence makes accessing any
information possible in a split second. This increases the productivity of a business.

A relation with a customer is not over after the delivery of a product or a service, in fact a
relation with a customer goes way beyond making a sale. This is why businesses need
customer relationship management, to help out a customer facing a problem with your
service/product. Customer relationship management helps in taking businesses to new levels
of success.

Scope of the Study:

The scope is confirmed only to examine the “Customer relationship management with
reference to TOYOTA MOTOR” and to find possible remedies to counteract their
competition in the market.

Customer relationship management's definition is also its ambition: the development and
maintenance of mutually beneficial long-term relationships with strategically significant
markets. The focus is on creating value for the customer and the company over the longer
term. The value perceptions of the customer serve as bonds, or exit barriers, which inhibit the
search for alternative sources of supply.

Today's businesses compete with multi-product offerings created and delivered by networks,
alliances and partnerships of many kinds. Retaining customers is critical to corporate
performance. This shift away from the marketing's conventional focus on the Barnum-like

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transaction rather than the relationship is being driven by, and enabled by, a number of
changing business conditions.

First, competition for the customer is becoming more intense. Local and national suppliers'
locational advantage is being eroded as trade barriers are removed and geographic boundaries
are redefined by the established and emergent trading blocs. As access to markets is
becoming less localised, demands on logistics management and distribution partnering are
becoming more significant. Second, markets are becoming more fragmented.

In the more developed economies, we have moved from mass marketing – always associated
with the condition of demand exceeding supply – through market segmentation, towards
individualised marketing. This so-called one-to-one marketing strategy is based on the
premise that customers will be more loyal and utter more positive word-of-mouth if value
propositions are customised to meet their particular, perhaps unique, requirements.

Third, customers are becoming more demanding. Their expectations for reliable product and
responsive service are becoming more extreme. Customers demand more and are much less
tolerant of failures. Customers compare their experiences against best-in-class expectations.
For example, if it takes no paperwork and two minutes' interaction at a desk to hire a car,
customers will want to know why it takes fifteen minutes and form-filling to check into a
hotel. Expectations are a moving target. What used to delight customers a year ago is only
likely to satisfy them today. What was once a motivator is now a hygiene factor.

OBJECTIVES OF THE STUDY

The broad objective is to study the perception of “Customer Relationship Management

With Reference to Toyota Motors”.

 To find out the factors that influences the buying decision of a Toyota Motors.
 To identify and study the problems faced by the consumers of Toyota Motors.
 To study the satisfaction level of existing consumer of Toyota Motors.
 To assess the role of brand image in the purchasing decision of Toyota Motors.

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To study the objectives in detail the following research methodology is adopted.

RESEARCH METHAODOLOGY

Research design:

“Research design is the plan, structure. And strategy of investigation

conceived so as to obtain answers to research questions and to control variance”
KERLINGER

The research designs are both descriptive and exploratory in nature. The objectives of this
study is to answer the “who, what, when, where and How “of the subject under
investigation.

SAMPLEING PLAN AND SIZE FOR CONSUMERS:

Sampling plays a vital role in deciding the quality of any project while doing this
survey it is felt to conduct the survey for consumers under convenient sampling method.
Convenience sampling was adopted both for consumers where the sample unites are
chosen primarily on the basis of the convenience of the investigators. The sample size
was determined as 100 consumers with 100 male and 100 female

SAMPLE TERRITORY:

The survey has been conducted and restricted to the city of Hyderabad in
TELANGANA.

SOURCE OF DATA:

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Data, which is to be used for the project, has come both from primary sources as well
as secondary sources

PRIMARY DATA SOURCES:

The crux of the report is based on the information collected from the respondents
with the help of questionnaires. The primary source of information has been consumers
who have filled up the questionnaire
Consumer who interviewed separately and the respondents jotted down in the
questionnaire for the purpose.

SECONDARY DATA SOURCES:

Information has also been collected from both internal sources such as company
records and external sources like journal, magazines and book on marketing research

DATA COLLECTION METHOD:

The survey method was employed for primary data collection. The medium
of date collection was through personal interviews. Where the respondents were
questioned in face-to-face meeting the consumers were met either in their homes (or)
place of work. Some of respondents were questioned through telephones,

TOOLS FOR DATA COLLECTION

The data was collected through structured questionnaire. Questions can be

categorized into multi-choice and open-ended questions. Questionnaires were designed
for consumers. Care was taken to ensure that the questions framed were compatible with
research objectives.

Firstly, by taking the sample questionnaires, a pilot survey has been conducted among
the various sections of the people. Wording and sequencing of questions, choice of
respondents, information sought and instruments clarity as a whole, were tested. After

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taking the exactness and correctness the final version of the questionnaire has been
drafted and was taken up for field survey purposes.

STASTICAL TOOLS:

In the context of the present study, the following statistical tools have been used:

FREQUENCY DISTRIBUTION TABLE:

A frequency distribution refers to data classified on the basis of some variable,

which can be measured such as age, income etc.

PERSENTAGES:

Percentages are used to describe relationships, since they reduce every thing to
a common base and there by allow meaningful comparisons to be made.

PIE DIAGRAM/BAR DIAGRAM:

There are pictorial representations of statistical data with several subdivisions

in a circular from and column from respectively.

METHOD OF WEIGHTED AVERAGE FOR RANKS:

This method is used to complete the weighted averages for the rank to
determine which factor is the most preferred one. The ranks are taken as the variable and
the numbers of people are the weights for each rank. From the weighted averages the
most preferred factor is chosen as the one with the minimum average. The next average
selects the rank and the procedure continues for other ranks also.
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LIMITATIONS

 As the time given for the completion of the project was limited.

 The survey was restricted to Hyderabad and Secunderabad only.

 They may be few opinions, which might have been missed out.

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BIBLIOGRAPHY

 PHILIP KOTLER 2000/e - MARKETING MANAGEMENT

 PHILIP KOTLER &

GARY ARMSTRONG - PRINCIPLES OF MARKETING

 G.C. BERI - MARKETING RESEARCH

 www.toyotabharat.com

 www.dobrotoyota.com

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