A

Research Project Report

ON

“SERVICE QUALITY AND CONSUMER

SATISFACTION FOR MARUTI SERVICE
CENTER IN NOIDA”
A report submitted to Symboisis Centre for Distance Learning
for the partial fulfillment of PGDBM

Submitted by: -
KAPIL SHARMA
PGDBM-
REG. NO. 200602094

SYMBOISIS CENTRE FOR DISTANCE LEARNING, PUNE

(2008-2009)

1
 DECLARATION

I KAPIL SHARMA do Declare that the Research Report entitled

“SERVICE QUALITY AND CONSUMER SATISFACTION FOR
MARUTI SERVICE CENTER IN NOIDA” Being submitted to the
SYMBOISIS CENTRE FOR DISTANCE LEARNING, PUNE for the
fulfillment of the requirement for the PGDBM is my own endeavors
band it has not been submitted earlier to any institution / university for
any degree.

Place: -

Date: - (KAPIL SHARMA)

2
 ACKNOWLEDGEMENT

During the entire covering of research project work I have

received endless help from my all teachers who encouraging
me for developing ideas and supporting me in each and every
step for completing the whole project.

In fact no project could be completed without

meaningful suggestions and guidance of A. Sharma who
helped me during my task and shared his precious time with
me.

I owe my humble gratitude to all those treasures of

knowledge that are equally responsible for the successful
completion of this task.

(Kapil Sharma)

3
 INDEX

Introduction

Objectives of the Study

 Company Profile

o Milestones

o Awards

o ISO 9001:2000 certificate

 Maruti Products

 Research Methodology

 Market Research

o Customer Satisfaction

o Market Segmentation

o Positioning

o Suppliers

o Advertising & Communication

o Values & Vision

 Maruti Authorized Service Network

o Wider Area Coverage

o Better service quality

4
  Survey

o SWOT Analysis

o SCM Strategies

 Recommendation

 Limitation of Study

 Findings & Interpretation

 Summary & Conclusion

 Bibliography

 Questionnaire

5
 INTRODUCTION

India is one of the most important emerging car

economies in the world today. Premier Automobile Ltd. (PAL)
earned the distinction of manufacturing the first car in the
country. Hindustan Motors (HM), which started as a
manufacturer of auto components graduated to manufacture
cars in 1949. Thanks to the Licence Raj which restricted
foreign competitors to enter the Indian car market, Indian
roads were ruled by Ambassador Car from Hindustan Motors
and the Fiat from Premier Auto Ltd. for many of the initial
years.

The control imposed on car makers related to production

capacity and distribution. The GOI control even extended to
fixation of prices for cars and dealer commissions. The three
decades of the passenger car industry in India up to the early
1980s, proved to be the 'dark ages' for the consumer, as his
choice throughout this period was limited to two models
Ambassador and Padmini. It was only in 1981, after the
entry of Maruti Udyog, that the car makers were given a free
hand to fix the prices of cars, thus, effectively abolishing all
controls relating to the pricing of the end product.

6
 In the early 80's, a series of liberal policy changes were
announced marking another turning point for the automobile
industry. The very face of the industry was changed for ever in
1983 with the entry of public sector Maruti Udyog in a joint
venture with the Suzuki Corporation of Japan.

Maruti Udyog Ltd introduced 'Maruti 800' in 1983

providing a complete face lift to the Indian car industry. The
car was launched as a "Peoples car" with a price tag of Rs
40,000. This changed the industry's profile dramatically. Maruti
800 was well accepted by middle income families in the
country. Many companies have entered the car manufacturing
sector, to tap the middle and premium end of car industry. The
new entrants are Daewoo (Matiz), Tata (Indica) and
Hyundai (Santro) in upper end of economy car market. GM,
Ford, Peugeot, Mitsubishi, Honda and Fiat has entered
the mid-sized car segment and Mercedes-Benz is in the
premium end of market.

7
 OBJECTIVE OF THE STUDY

• To know the current and future standing of the Maruti

Udyog Ltd.
• To know the visions and values of the company.
• To calculate the market of different brands of Maruti.
• To find out the main factor affecting the buying behavior
or buying decision of the consumers.
• To know the effectiveness of advertisement of Maruti
cars in buying decision of the customer.
• To know the position and segments in which the whole
market is divided.
• To know the level of consumer satisfaction and the
factors affects it.
• To know the level of service quality for maruti service
center.

8
 COMPANY PROFILE

Maruti Udyog Limited (MUL) was established in Feb 1981

through 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.

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 Maruti Udyog Limited
contemporary technology and Japanese management practices
(which had catapulted Japan over USA to the status of the top
auto manufacturing country in the world).

A license and a Joint Venture agreement was signed

between Government of India and Suzuki Motor Company (now
Suzuki Motor Corporation of Japan) in Oct 1982.

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.
• SMC and MUL have drawn up an investment plan of Rs
9000 crore in India upto 2010.

9
Vision

"The Leader in the Indian Automobile Industry,

Creating Customer Delight and Shareholder's Wealth; A
pride of India"

Core Values

 Customer Obsession
 Fast, Flexible and First Mover
 Innovation and Creativity
 Networking and Partnership
 Openness and Learning

Technological Advantage

We have 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.

Our other innovation has been the introduction of

Electronic Power Steering (EPS) in select models. This results in
better and greater maneuverability. In other words, our cars
have become even more pleasurable to drive.

10
Production/R & D

Spread over a sprawling 297 acres with 3 fully-integrated

production facilities, the Maruti Udyog Plant has already rolled
out over 6.3 million vehicles. In fact, on an average, two
vehicles roll out of the factory every minute. And it takes on an
average, just 14 hours to make a car. More importantly, with
an incredible range of 11 models available in 50 variants,
there's a Maruti Suzuki made here to fit every car-buyer's
budget, and dream. SMC and MUL have drawn up an
investment plan of Rs 9000 corer in India up to 2010.

Production Milestones

• 1st vehicle produced, December 1983

• 1,00,000 vehicles produced by August, 1986
• 5,00,000 vehicles produced by June, 1990
• 10,00,000 vehicles produced by March, 1994
• 15,00,000 vehicles produced by April, 1996
• 20,00,000 vehicles produced by October, 1997
• 25,00,000 vehicles produced by March, 1999
• 30,00,000 vehicles produced by June, 2000
• 35,00,000 vehicles produced by December 2001
• 40,00,000 vehicles produced by April, 2003
• 45,00,000 vehicles produced by April, 2004
• 50,00,000 vehicles produced by April, 2005

11
Milestones

2005  The fiftieth lakh car rolls out in April, 2005

 Growth in overall sales by 15.8%
2004  New (non A/C) variant of Alto
 Alto becomes India's new best selling car
 LPG variant of 'Omni Cargo'
 Versa 5-seater, a new variant
 Baleno LXi, a new variant
 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
2003  New Suzuki Grand Vitara XL-7
 Redesigned and all-new Zen
 New upgraded WagonR
 Enters into partnership with State Bank of India
 Production of 4 millionth vehicle. Listed on BSE and
NSE after a public issue oversubscribed 10 times
2002  WagonR Pride
 Esteem Diesel. All other variants upgraded
 Maruti Insurance. Two new subsidiaries started:
Maruti Insurance Distributor Services and Maruti
Insurance Brokers Limited
 Alto Spin LXi, with electronic power steering
 Special edition of Maruti 800, India’s first colour-
coordinated car
 Maruti True value in Mumbai
 Maruti Finance in Mumbai with 10 finance
companies
 Suzuki Motor Corporation (SMC) increases its stake
in Maruti to 54.2 percent

12
2001  Zen LXi
 Maruti True Value launched in Bangalore and Delhi
 Maruti Versa, India’s first luxury MPV
 Alto Spin LXi, with electronic power steering
 Alto Vxi
 Customer information centers launched in
Hyderabad, Bangalore and Chennai
 Launch of versa
2000  First car company in India to launch a Call Center
 New Alto
 Altura, a luxury estate car
 IDTR (Institute of Driving Training and Research)
launched jointly with the Delhi government to
promote safe driving habits
1999  Maruti 800 EX ( 796cc, hatchback car)
 Zen LX (993cc, hatchback car)
 Zen VXi (993cc, hatchback car with power
steering)
 Omni XL (796cc, MUV, high roof)
 Baleno (1600cc, 3 Box Car)
 Wagon R
 Launch of Maruti - Suzuki innovative traffic beat in
Delhi and Chennai as social initiatives
1998  Maruti launches website as part of CRM initiatives
 Zen D (1527 cc diesel, hatchback car)
 Zen VX & Zen VX Automatic
 New (Omni & Omni E) (796cc, MUV)
 Launch of website as part of CRM initiatives

1997  1998 Esteem (1299cc, 3 box car) LX, VX and AX

 New Maruti 800 (796cc,hatchback Car) Standard
and Deluxe
 Produced the 2 millionth vehicle since the

13
 commencement of production
1996  Gypsy (E) (970cc, 4WD 8 seater)
 Omni (E) (796cc, MUV, 8 seater)
 Gypsy King (1298cc, 4WD, off road vehicle)
 Zen Automatic (993cc, hatchback car)
 Esteem 1.3L (1298 cc, 3 box Car)AX
 Launch of 24-hour emergency on-road vehicle
service
1995  Esteem 1.3L (1298 cc, 3 box car)VX
 With the launch of second plant, installed capacity
reached 200,000 units

1994  Esteem1.3L (1298cc, 3 box car)LX

 Produced the 1 millionth vehicle since the
commencement of production

1993  Zen(993cc, hatchback Car), which was later

exported in Europe and elsewhere as the Alto
1992  SMC increases its stake in Maruti to 50 percent
1991  Reaches cumulative indigenisation of 65 percent
for all vehicles produced
1990  Maruti 1,000(970cc, 3 box), India’s first
contemporary sedan

1988  Installed capacity increased to 1,00,000 units

1987  Exported first lot of 500 cars to Hungary
1986  Maruti 800 (New Model-796cc, hatchback Car)
 Produced 1,00,000 vehicles (cumulative
production)
1985  Launch of Maruti Gypsy (970cc, 4WD off-road
vehicle)
1984  Omni, a 796cc MUV
 Installed capacity reached 40,000 units
1983  Maruti 800, a 796 cc hatchback, India’s first
affordable car.
 Production was started under JVA

14
1982  License and JV agreement signed between Maruti
Udyog Ltd. and SMC of Japan
1981  Maruti Udyog Ltd was incorporated under the
provisions of the Indian Companies Act, 1956

15
Awards

2005

 Number one in JD Power SSI for the second consecutive

year.
 Number one in JD Power CSI for the sixth time in a row -
the only car to win.
 it so many times.
 M800, WagonR and Swift topped their segments in the
TNS Total.
 Customer Satisfaction Study.
 Leadership in the JD Power Initial Quality Study - Alto
number one in its segment for the 2nd time in a row,
Esteem number one in its segment for the 3rd year in a
row, Swift number one in the premium compact segment.
 WagonR and Esteem top their segments in the JD Power
APEAL study
 TNS ranks Maruti 4th in the Corporate Reputation
Strength (CSR) study (#1 in Auto sector)-Feb 05
 Maruti bagged the "Manufacturer of the year" award from
Autocar-CNBC (2nd time in a row)-Feb 05
 First Indian car manufacturer to reach 5 million vehicles
sales
 Business World ranks Maruti among top five most
respected companies in India-Oct 04
 Maruti ranked among top ten (Rank7) greenest
companies
 in India by Business Today - Sep '04

16
2004

 Maruti Suzuki was No. 1 in Customer satisfaction, No. 1 in

Sales Satisfaction No.1 in Product Quality (Esteem and
Alto) and No. 1 in Product Appeal (Esteem and Wagon R)
 No. 1 in Total Customer Satisfaction (Maruti 800, Zen and
Alto)
 Business World ranked us among the country's five most
respected companies
 Business World ranked us the country's most respected
automobile company
 Voted Manufacturer of the year by CNBC
 Voted one of India's Greenest Companies by Business
Today-AC Nielson ORG-MARG

2003

 Maruti 800, Maruti Zen and Maruti Esteem make it to the

top 10 automotive brands in "Most Trusted Brand survey
2003"
 J D Power ranked 3 models of Maruti on top: Wagonr, Zen
and Esteem
 Maruti 800 and Wagonr top in NFO Total Customer
Satisfaction Study 2003.
 MUL tops in J D Power CSI (2001) for 4th time in a row

2001

 MUL tops in J D Power CSI (2001) for 2nd time in a row:

another international first

17
2000

 Maruti bags JD Power CSI - 1st rank; unique achievement

by market leader anywhere in the world

1999

 MSM launched as model workshop in India; achieves

highest CSI rating.
 Central Board of Excise & Customs awards Maruti with
"Samman Patra", for contribution to exchequer and being
an ideal tax assessee

1998

 CII's Business Excellence Award

1996

 Maruti wins INSSAN award for "Excellence in Suggestion

Scheme"
 Awarded the Star Trading House status by Ministry of
Commerce

1994-95

 Engineering Exports Promotion Council's award for export

performance

1994

 Best Canteen award among Haryana Industries as part of

employee welfare

18
1992-93

 Engineering Exports Promotion Council's award for export

performance

1991-92

 Engineering Exports Promotion Council's award for export

performance

19
ISO 9001:2000

At Maruti, our approach to quality is in keeping with the

Japanese practice--"build it into the product". Technicians
themselves inspect the quality of work. Supervisors educate
and instruct technicians to continually improve productivity
and quality. The movement of quality indicators is reviewed in
weekly meetings by the top management.
In 2001, Maruti Udyog Ltd became one of the first
automobile companies anywhere in the world to get an
ISO 9000:2000 certification. AV Belgium, global auditors for
International Organization for Standardization(ISO), certified
Maruti after a four day long audit, covering varied parameters
like Customer Focused organization, Leadership, Involvement
of people, Process approach, System approach to
Management, Continual improvement, etc.
In May 1995, Maruti got ISO 9002 certification. The audit
for this covered quality assurance in production, installation,
marketing and sales as well as after sales services. We were
also one of the first companies in the world to pioneer ISO
9000 certification for our dealers.

In October 1993, MUL passed the Conformity Of

Production (COP) Audit, which is based on a European

Union Directive. This authenticated our quality systems

and testing facilities for export to Europe.

The emphasis on total quality has meant that today it is

in a position to guide vendors and dealers in establishing and
consolidating their individual quality systems. This
commitment to quality has ensured a consistently satisfying
product and world-class sales and after-sales services.

20
Employee Quality Measures

Kaizen is based on the concept of making incremental

improvements in its products. It incorporates a series of
continuous small and simple improvements, which aim at
involving employees at all levels.

The Suggestion Scheme is based on the same principle.

Under this scheme, employees are encouraged to make
suggestions for improvement in any area of our operation.
Over 50,000 suggestions are received from employees every
year.

Maruti has won the First place in "Excellence in

Suggestion Scheme Contest 2003", which is the 6th
consecutive award won in as many years. This contest is
organized by Indian National Suggestion Schemes Association
(INSSAN). Since 1998 Maruti has won this award 10 times.

"Quality Circles" are groups of five to eight members

from a particular work area who work as a team to identify
priorities and solve work related problems in the area.

It believe that it is this unwavering commitment to

quality that will lead to the further growth of the organization
as competition increases

21
 WHAT’S NEW

Maruti Leads March with Stellar Performance

Your favourite car company, Maruti Udyog Limited has
closed the financial year 2005-06 with an annual sale of
6,72,122 units, the highest ever since the company began
operations 20 years ago. This annual sale figure includes
exports of 71175 units, the highest ever since Maruti began
exporting cars in 1988, a growth of 59% over 2004-05. Maruti's
annual sale in 2005-06 represents a growth of 30 per cent over
2004-05. During March 2006, the company sold 52700 units,
including 8282 exports. This is the highest ever sale in the
domestic market in a month by Maruti. This is also the highest
ever export in a month by the company.
The record sale performance was a fitting end to an
eventful year during which the company's Public Issue was
oversubscribed 10 times and became a landmark for the Indian
stock markets and the Government's Divestment programme.
During the year, Maruti earned further customer
appreciation, being ranked FIRST in J D Power Customer
Satisfaction Survey for a record fourth year in a row.
The company's WagonR, Zen and Esteem models topped
their categories in the J D Power Initial Quality Study 2005.
Quality improvements along the chain, notably by the
company's component suppliers, contributed to this
achievement.
Besides, WagonR was ranked FIRST in its category in
Total Customer Satisfaction Survey conducted by NFO
Automotive.

22
 The year also saw Maruti make major strides towards its
goal of becoming Suzuki Motor Corporation's R and D hub for
Asia outside Japan. It introduced upgraded versions of WagonR
and Zen, the latter completely designed and styled inhouse.
India's most popular car, Maruti 800, strengthened its
leadership with a 17 per cent growth even as Maruti's
partnership with State Bank of India and its Associate Banks
enabled it to reach car finance to smaller towns and cities
across the country.
During the year, Maruti consolidated its leadership in the
A 2 (premium compact) segment, with Alto growing by over
130 per cent and finishing as the country's fastest growing A2
Segment model for the year.
With the launch of Grand Vitara XL-7 during the year,
Maruti marked its entry into the top-end Luxury SUV segment
of the Indian car market.
The record sales performance was ably supported by
Maruti's dealerships. During the year, the company ended its
relationship with several non-performing dealerships and
enhanced it with the good performers. The new car sales
network grew from 243 outlets to 280, with coverage
expanding from 160 cities to 182.
The dealerships also participated in the expansion of
Maruti's new businesses, including Maruti Insurance, Maruti
Finance, Maruti True Value (Pre Owned cars) and N2N
(Corporate Lease and Fleet Management Services). These
services made Maruti vehicles even more attractive for
customers.
“Maruti's service network, known for its size and
quality, expanded to a landmark 1000 cities and towns
during the year”.

23
 The Maruti-managed Institute of Driving Training and
Research in Delhi made major contribution to safe drivinq
which was widely recoqnised. notably by the Hon'ble Delhi
High Court.

24
 MARUTI PRODUCTS

Maruti Vitara

The Grand Vitara is

handsome and a very
capable off-road vehicle, it
is above average at this
end of the market with
good quality fabrics and
plastics. It is equipped with
an ergonomic dashboard and is superbly backlit with great
heating controls. The car has excellent headroom and rear
legroom. However, front passenger foot well has limited
legroom. The headrests are difficult to adjust, especially to get
them at the correct height for our heads or necks. It is also
difficult to adjust driver’s seat with the door shut. Don't get me
wrong the Suzuki Grand Vitara has true off road performance,
car-like ease to drive and is excellent value for money. It would
go where many a so-called four-wheel drive would falter
without lacking comfort or refinement. The Grand Vitara comes
with a security conscious integrated radio single slot CD
player, which is capable and very easy to use. This machine is
a joy to drive and an excellent alternative to the family car.

25
Maruti Wagon R

The 1061cc MPFI

low friction engine
delivers an awesome
64bhp@6200rpm power
for smoother pick-up and
faster acceleration than
other car engines in this
category.

A 16 bit on-board computer with diagnostic capability

monitors engine performance continuously. It checks the
condition of the engine as soon as you turn it on and monitors
the air-fuel ratio for optimum fuel efficiency.

The 4 valves per cylinder engine configuration gives

better fuel economy than other cars. As per Autocar (May'04)
WagonR gives a mileage of 14.15 kmpl as against 13.3 kmpl
by Santro Xing. This has been made possible due to the
superior WagonR engine.

Dual Distributor-less Digital Ignition (DDLI) means an

instant, hassle-free start every time and more efficient power
distribution. A flat torque curve ensures quick pick-up at higher
gears and lower rpm. You won't need to change the gears
often. Its not just performance, WagonR also has numerous
innovative features.

26
accordingly, including a new engine. Wagon R is Japan’s top
selling model, and it is to be seen if it’s success can be
emulated in India.

Maruti Alto

The hottest little thing

is really a hot cake among
the car lovers. Just get
inside and try this cool car.
You will definitely fall in love
with it. Finally your fantasy
compact car is now a reality.

It's unique features make it distinct from the other cars.

The electronic tachometer helps improve unmatched fuel
efficiency. It is also equipped with a remote controlled fuel lid
and trunk opener. A digital trip meter indicated the miles you
have enjoyed riding on this cool car.

It is a highly safe car to drive on Indian roads. High tensile

steel side door beams guard against front, rear and side
collision impact. It has room for almost everything making it a
real family car. Put all you want into a low roomy luggage
compartment. It also has more boot space than other cars.

Its seductive lines and stylish curves complement the muscular

look. Two pressed lines on either side give it a distinct
character and an unique halogen head lamp make it a beauty.
The cool interiors of the car include a powerful AC, which is
ideal for India's climate.

27
Maruti Esteem

Looked at against other

cars in the Indian market in the
mid-size segment, the Esteem
seems a bit ordinary. For one, it
definitely needs a new look as it
is the replica of the earlier Maruti
1000 introduced in the mid-eighties. The Maruti 1000 was
withdrawn as it was an extremely underpowered vehicle, and
no one can deny that the Esteem has a great engine under its
hood.

The fact remains, though, that the design has been

around for close to two decades and a new look could do
wonders for the car. This is because the Esteem's main asset is
its engine, which leaves no doubt in anyone's mind that the
Japanese make the best petrol motors on this planet. The all-
aluminium engine with its hollow camshaft, which cuts down
rotational inertia, is extremely light and responsive.

The Esteem typifies Suzuki's expertise in using the four-

valve-per cylinder, multi-point fuel-injection combination to
create a power machine. The mid-size Esteem can reach 100
kmph speed from standstill in just 11.4 seconds — quicker than
the Lancer and the Astra.

The power-to-weight ratio of the Esteem is also the most

favourable for a mid-size car. The power steering in the
variants is quick and direct with a certain degree of feel. This is
a boon in tight city driving conditions. The gearbox is slick and
shifting a real joy.

28
 The Esteem is available in a large number of variants.
New Euro 2 variants of the Esteem LX, VX and AX are the
biggest attraction now. As for the diesel variants there is the
Esteem Di and the base Esteem D version. Then there is the
Esteem Vxi and the Esteem LX Euro 1 version.

The Euro 2 versions are a definite upgrade on the earlier

versions as they come with 85 bhp against the earlier weaker
57 bhp variants. Among the two diesel variants, the Di is the
top-of-the-line version with power steering, windows, rear
defogger and halogen lamps, to name a few features.

The Vxi version and the Euro 2, VX and AX come well

equipped with power steering and power everything. But the
VXI version is a step ahead as it has a rear defogger, a
laminated windshield and a number of extra add-on features
such as protective mouldings on the side.

Maruti Baleno

The Baleno has the looks

and feel of a winner. This was
Maruti Udyog's first D-segment
car launched in India to
compete with the Mitsubishi
Lancer and the Honda City.
This is also Suzuki's biggest passenger car and in Japan and
other markets. The Baleno is called the Cultus in Japan.

The Baleno is probably the best-equipped car in the

market today. It is available in two variants — one the base
version and the top-end Baleno Altura. Both are identical in
almost every aspect except that the Altura version is bigger

29
and heavier and is equipped with some standout features like
grip assist, which is there both in the front and the rear,
electrically operated A/C louvre switches, a rear windshield
wiper and washer, roof rails, foot rest and luggage hooks.

Other features present in both the models include a rear

defogger, third brake light, trunk lighting, rear safety belts and
the very useful 'key-not-removed buzzer.' By any standards,
the car is very spacious and here at last is one car that
provides ample legroom for the rear passengers.

The Baleno's 1.6-litre engine with 16 valves, multi-point-

fuel-injection, a hollow camshaft and distributor-less electronic
ignition is a gem. It is a SOHC unit where all four valves are
operated via rockers driven by a single camshaft. It gives
94bhp at 6,000 rpm and a torque of 13.4kgm at 3,000rpm. The
spirit of the car is bottled in a highly responsive and fuel-
efficient 1590cc SOHC engine.

The Baleno is identical to the Honda City in length and

width though it is smaller than the Lancer and the Astra. The
Baleno's rectangular, meshed grille stands out from the
bodywork with its chrome border. The bonnet flows smoothly
around the grille area and blends into the bumper.

The Baleno is suspended on a fully-independent set-up,

with MacPherson struts, both front and rear. An anti-roll bar is
standard in the front. The suspension is mounted on a sub-
frame, which reduces noise, vibration and harshness levels.

The Baleno reaches 0-100 kmph in 11.13 seconds and a

top speed of 180 kmph and gives a mileage of 11.1 kmpl in
towns and 15.9 kmpl on highways. The Baleno is Maruti's first

30
upper-end model to compete with the Opel Astra, the
Mitsubishi Lancer and the Honda City. The Baleno is Suzuki's
biggest and most important passenger car.

Maruti 800

The Maruti 800 is the largest-selling car in India — and

with good reason. This car offers
the best value for money among
all Indian cars — combining
ease of driving, good fuel
economy and reliability.

Historically, it has the blessings of the government

behind it also. But the car's low-cost structure remains
unmatched. No manufacturer today, maybe not even Maruti
Udyog itself, would be able to make a car like the 800 today,
at the same price. Hence, the cost advantage of the
indomitable 800 is the reason behind its phenomenal success.

The Maruti 800, which enabled millions of urban middle-

class families to become first-generation owners of a four-
wheeler because of its affordable price, has seen several
improvements over the years — the main reason why it has
stuck around for so long.

The latest improvement in the Maruti 800 is the

introduction of a multi-point fuel-injection (MPFI) system to
meet new emission norms. The MPFI system is complemented
by a four-valve per-cylinder head and five-speed gearbox
giving it a level of performance very few cars in this segment
can match. It is also the most manoeuvrable car around. It's

31
compact, nimble and the easiest thing to drive in urban
surroundings. Parking is also not a problem for this baby.

For those wanting to save on fuel the Maruti 800 is the answer.
The increased power hasn't changed its fuel efficiency. It gives
a highway run of 21.9 kmpl, while in the city it gives 13.9 kmpl.

Maruti Gypsy

The Maruti Gypsy is

India's version of the Suzuki
Jimny, which was at one time
one of the best-selling four-
wheel drives in the world. The
Gypsy can go nearly
anywhere, though is not as
solid a workhorse as the Mahindra Jeeps.

But considering its size and weight, it is tough and can

take a lot of battering. As a personal four-wheel-drive car, it
does well as it is refined, better finished and is much easier to
drive than any Jeep. And it is also extremely reliable and, to a
large extent, trouble-free.

In India it is available in two Euro 2 variants — the HT

and the ST version. The HT version has features like fabric
upholstery and a fibre reinforced plastic top, while the ST
version has a foldable windscreen and a removable canvas
top.

Apart from this the two are nearly the same as they both
give 80 bhp power @ 6000 rpm and come with a 1300cc
engine pulled by a torque of 103 Nm @ 4500 rpm.

32
Maruti Omni

The Maruti Omni Van is

basically a Japanese
commercial van that has been
converted with some
modifications into a
passenger vehicle. This is
basically an underpowered
vehicle mainly due to its excessive weight.

It is heavier than a car because its body is not

aerodynamic. Also due to its high stance it appears to be
slightly unstable. In high-speed crosswinds, the Omni becomes
unstable and shaky because its wheels are small and the
centre of gravity high.

The Omni also has a tendency to pitch and bounce on an

uneven terrain. The ride quality is also not up to regular
standards due to the suspension, which appears to be of leaf
spring lineage. However, manoeuvrability is very good for a
car of such dimensions and is far superior to that of the 800.
Its turning cycle, too, is better than the 800s.

In terms of space efficiency, the Omni beats the higher-

priced breed of small cars. The vehicle can accommodate five
passengers and stack their luggage easily. The rear sides offer
greater comfort with plenty of legroom and door-to-door
carpets. The sliding doors help in easy entry and exit when in a
crowded parking lot.

Maruti Versa

33
 If you are looking out for a station wagon that you can
drive to work and also take out your
family and friends for a picnic, you
can safely reach out for the Maruti
Versa, a mini-van with the looks of a
car.

The Maruti Versa, unlike the

Omni, has a fairly well-defined snout with a three -groove
grille. The bonnet, the headlights, the black chin spoiler and
the bumper with a huge air-intake capacity give it a sporty
look. It is an incredibly light car. Decked in a conventional van
layout, the Versa's engine is located under the front seats.

Its bonnet houses the radiator and electric fan as well as

the AC condenser and reservoirs for the coolant, washer fluid
and brake fluid. The Versa uses disc brakes for the front and
also has a pressure-regulating valve.

The side panels are tastefully delineated with snazzy

graphics, which extend from the tail lamp to the front door.
The car employs the proven and ultra reliable 1298cc four-
cylinder SOHC of the Esteem. Maruti engineers have taken
special care to reduce noise, vibrations and harshness levels
to acceptable limits. They have also made appreciable efforts
to improve safety features in the car, and the monocque
construction provides a rigid safety cell with side impact bars
to protect against frontal impacts. Firm suspension settings
ensure comfort and control.

The Versa's interiors have a familiar Maruti ring. The

interiors are tastefully done with brushed aluminium look,
though a substantial borrowing has been made from the

34
Maruti family parts bin to bring down costs. With a similar
dashboard, steering wheel and instrument panel, there is very
little difference between a Versa, the Alto or a WagonR. But
the new SDX version of the Versa has a leather-wrapped
steering wheel and metallic finished dashboard.

The SDX version is a seven-seater, while the base Versa

DX and the middle variant DX2 is an eight-seater. One can
slide and recline the front row seats to adjust space between
the first and middle rows. The SDX and DX2 versions of the
Versa are equipped with twin air conditioners — one in front
and one at the rear. The rear AC has independent controls and
overhead ducts.

The Versa is probably among the safest cars to drive.

Safety features include side-impact absorbing beams, front-
impact beams and a steel pipe frame in the rear seat. Height
adjustable head restraints, brake boosters and a collapsible
steering column are the other safety features.

The Versa boasts of a powerful 16-valve, 1298cc engine

generating 82 bhp at 6000 rpm, and controlled by a 16-bit
engine management system. The car also possesses higher
power to weight ratio not present in any other MUV. The Versa
can reach 100 kmph from standstill position in just 13.5
seconds.

Maruti Zen

The Zen is based on the

1991 Suzuki Cervo Mode, a
Japanese-market-only model.
The Maruti Zen was the first

35
car by Maruti designed for the worldwide market, with India
being the only production hub. The car's design and
specifications are contemporary with world standards.

In essence, the Zen, (sold as Suzuki Alto abroad) which

looks like an extremely well-fed Maruti 800, drives like a
dream. It offers more than adequate performance and is
delightful to handle.

The Zen was also the first Indian car to win accolades
abroad, being voted the best car in its category in Belgium and
the Netherlands in 1997 in addition to being the top car in the
UK in terms of operating costs in the same year.

Zen was the first car to have all-aluminium engine,

electronic distributor pump, electric fuel pump in the fuel tank,
suction resonator and a dash panel of sandwich construction.
Starting from the 993cc engine, developing 50bhp in
carburetted form and 58.5bhp in fuel-injected form, most of
the power of the Zen comes in at the higher reaches of the
power band.

The five-speed ultra-slick gearbox in the Zen continues to

be one of best boxes in an Indian car. A collapsible steering
column is another safety feature present in all the variants of
the car. The Zen is available in four variants — the LX, VX, VXi
and D. A deluxe model has also just been launched; it boasts
of central wood finish console and suede leather upholstery.

Accessories in the car include, music system, sun visors

on both sides, front and rear assist grip, fabric upholstery,
power window and power steering is available in the VX and
Vxi variants.

36
 Safety features in all the variants include: energy
absorbing collapsible steering column, side-impact door beams
in front and rear, child-proof locks on rear doors, rear
windshield wiper and washer, central locking and protective
mouldings on side.

Maruti Swift

Maruti Udyog, flush with

bookings for the new Swift, will
ramp up its production from 200
to 250-260 units per day,
starting 19 June. The plant will be shut for a week prior to that
for annual maintenance work.

Launched on May 25 in New Delhi, the Swift has also

been launched in several other cities since then, including
Mumbai, Ahmedabad, Hyderabad and Chennai. With an
estimated 20,000 bookings, the car is booked for the coming
three months or so. Meanwhile, the company has already
announced an increase in prices for the car, marking the end
of 'introductory pricing' which Maruti's MD, Jagdish Khattar had
alluded to at the launch. As a result, all bookings effective 9
June will be made at the new retail tags. While the base model
LXi's price has been increased by Rs 8,000, those of the VXi
and ZXi have been raised by Rs 10,000 each. Maruti has said
the prices are for fresh bookings and will not impact the
estimated 20,000 bookings already received.

The increases in retail price tags, barely two weeks after

the launch, will bring the Swift's price closer to that of its

37
closest competitor, the Hyundai Getz, prices of which start at
around Rs 4.5 lakh. Sources said that while Maruti had
indicated that prices would change, the timing has come as a
bit of a surprise, as one would have expected the introductory
pricing to be in force for at least a month. According to other
sources, Maruti had not expected so many bookings, and the
company wouldn't mind the little extra breathing space if some
potential customers cancelled their bookings.

Maruti's sales in the first two months of this fiscal have

been down by about four percent, at an estimated 80,476 units
as against 84,050 units in the year-earlier period. Exports have
also fallen by 61 percent in this period. The company's volume
in the domestic A2 segment grew by 23 percent which is
inclusive of 2,981 units of the Swift, dispatched during May
2005. In the A3 segment, Maruti's sales grew 48 percent
during the month compared to sales in the year-earlier period.

The company has laid the foundation stone of its new

plant at Manesar. The new plant will involve an investment of
over Rs 3,200 crore, of which Rs 1,500 crore will be spent to
build a new car assembly plant and Rs 1,748 crore for a diesel
engine manufacturing facility for local consumption and
exports.

Maruti 800 Days Are Numbered If…………….

1. The used or second-hand car
market in India is likely to become
more organized in future. The car
dealers will themselves deal with
used cars. It is expected that a used
second hand Indica, Santo, Astra or

38
 Cielo will be priced close to a new Maruti 800. This could put
a question mark on the prevalent assumption that a large
number of current two-wheeler users in India will
graduate to a Maruti 800 in future with higher incomes.

2. An analysis of the world car market shows that no car

company in the world, with the expectation of the Japanese,
has a car in its range, which is directly comparable to the
Maruti 800. Contrary to popular belief, the Ford Fiesta, Opel
Corsa and the VW Golf would compete with Maruti Esteem
or Maruti Zen, and not with Maruti 800. All these cars,
though small by Western standards, are high-power cars
which would be priced in India in the luxury range. Given
that only 30% of the market is estimated for cars above
1000cc and with so many companies already in the Indian
market, the industry seems to be heading for a shake out.
The firms that would be able to design and properly
implement sound marketing strategies are likely to be the
winners.

3. The easy financing schemes are also posing threat to the

Maruti because customers can directly graduate to
SEGMENT B without having first time purchase at Maruti
800. Since car purchase is India is a one time decision and
people will prefer to have one investment that will differ not
very highly for better features.

4. Diesel engine cars are also posing a big threat due to

their fuel cost differential since in India people do give a lot
of emphasis on fuel efficiency and price do play an
important role in this category. Huge success of INDICA in
the sub urban and rural areas is just an Indicator of the

39
future so Maruti 800 beware India is slipping out of
your hands.

40
 Research Methodology

The type decision and specification of a work or taste is

as important as its target and achievement.

The study of aimed to provide the comparative account

regarding the Total models of Maruti cars in the market. I
found out the position and condition of selected models and
various things. For this project survey, I made the
questionnaire and collected data from the journals, internet,
and magazines.

Research:

Research can also be defined as scientific and systematic

search to time information for specific topic.

Problem Identification:

Define the problem chosen for investigation such as-:

(a) Analysis of after sales- services

(b) Analysis the level of customer – satisfaction.
(c)Market share of different brands etc.

Research design

“Research design is the basic framework which provides

guidelines for data collection and data analysis” the researcher
especially pin point that to carryout research properly.

1) How the data would be collected.

2) Which instrument for data collection would be used?

41
 3) What sampling plan would be used?

The data collection methods are basically of these types-

observation, experimentation and survey. I used the survey
method of data collection because in the Market Research
method I can gather a wide range of valuable information on
over behavior of consumer for product.

Sources of information: through Primary & secondary Data.

Primary data: Primary data is that which data collect in new

by primary sources.

• Questionnaire

I used the survey method frank questionnaire with

general face-to-face interaction of consumers.

Secondary data: these data already exist in the companies

magazines.

I collect the secondary data from:-

• Magazines
• Journals
• Internet
• Annual Reports

42
Sample size: Sampling plan is to decide the population for
study. My total sampling for research is 100 for different areas
of Agra.

Customer Satisfaction

The Quality Advantage

Maruti Suzuki owners experience fewer problems with

their vehicles than any other car manufacturer in India (J.D.
Power IQS Study 2005). The M800 was chosen No.1 in the
premium compact car segment and the Esteem and Swift in
the entry level mid - size car segment across 9 parameters.

The J.D. Power APEAL Study 2005 proclaimed the Wagon

R no. 1 in the premium compact car segment and the Esteem
No.1 in the entry level mid - size car segment. This study
measures owner in terms of design, content, layout and
performance of vehicles across 8 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 our customers in finding the
right car. Our high sales and customer care standards led us to
achieve the No.1 nameplate in the J.D. Power SSI Study 2005.

Quality Service across 1036 Cities

In the J.D. Power CSI Study 2005, 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

43
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
2005 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.

One Stop Shop

At Maruti Suzuki, you will find all your car related needs
met under one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to
provide a single-window solution for all your car related needs.

The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost you

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 Maruit 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.

44
We are proud to have the lowest cost of operation/km (among
petrol vehicles) - the top 6 models are all Maruti Suzuki
models: Maruti 800, Alto, Swift ,Zen, Omni and Wagon R.

Marketing Research

Marketing managers often commission formal marketing

studies of specific problems & opportunities. They may request
a market survey a product preference that a sales forecast by
region or an advertising evaluation.

Marketing research is the systematic design, collection

analysis and reporting of data and findings relevant to a
specific marketing situation facing company.

Marketing research as a systematic gathering recording

and analyzing of data about problems relating to marketing of
goods and service.

Generally, in India, accuracy and reliability is lacking in

most marketing research investigation. Let us take the
example of advertising media like newspaper, TV. Etc., giving
advertisements. Without a clear methodology and objectives
(research design), the researcher cannot adopt a particular
track for conducting research.

Zaltman & Burger (1975) define marketing research as

the field which involves the diagnosis of information needs and
the selection of relevant interrelated variables about which
valid and reliable information is gathered, recorded and
analyzed.

45
 The nature of marketing research can better be
understood if we explain it from seven points of view, viz.

46
 1. As an economic resource
2. As a system of authority
3. As an activity of marketing management
4. As team effort
5. As an art or science
6. As a profession
7. As an interdisciplinary

A wide range of research activities is covered by the

mktg. Research. For our convenience, we can put these
activities in to seven categories viz.

1. Product and service research.

2. Market research.
3. Promotion research
4. Distribution research
5. Pricing research
6. Corporate responsibilities research
7. Miscellaneous research

Business executives are becoming increasingly

dependent upon marketing research. The increasing
importance of marketing research is based on the following
three trends: -

1. Shift from the local to national and international market.

2. Transition from consumer needs to consumer wants.
3. Shift from price competition to non-price competition.

47
 MARKET SEGMENTATION

The Indian automobile market is still in its evolutionary or

early growth stage. Therefore, no fixed or widely accepted
method of segmenting the market has evolved as yet.
Segmentation has mostly been done on product types or price
ranges. There has hardly been any kind of segmentation on
psychographic or behavioral parameters as seen in developed
car markets. The segmentation provided in this paper is based
on an understanding of the current state of the industry. These
segments are quite different from the segments known in the
US, European or Japanese markets. The following segments
based on price and type of car has been identified:

Segment A:
Economy segment, comprising cars priced less than RS
250,000 and in this category Maruti 800, Maruti Omni and
Alto are major players with Maruti 800 as undisputed market
leader.

Segment B:
Mid-size segment, comprising cars in the RS 250,000 and
Rs. 450,000 price bracket, e.g., Maruti Zen, Maruti Alto,
Swift, Tata Indica, Matiz, Hyundai Santro and Fiat Palio
are major players.

Segment C:
Premium segment, comprising cars priced at higher than
Rs. 450,000-1,000,000 e.g., Maruti Esteem, Tata Sierra,

48
Peugeot 309, Opel Astra, Cielo, Ford Escort, Mitsubishi
Lancer.

Segment D:

Luxury segment, comprising cars priced at higher

than RS. 10,00,000 e.g., Mercedes-Benz, BMW, and
Audi.

POSITIONING

Since the Indian car market is in a state of flux, the

positioning of most companies in the consumer's mind appears
to be confused. However, the companies have developed
image-based positioning strategies for their brands.
Some of them are
• Maruti: Small Complete Car with Value for money
concept.
• General Motors Opel (GM) – German engineering
• Daewoo - Family car
• Honda - superior engine performance.
• Peugeot - sound-free diesel engine
• Ford - smooth drive
• Indica - more car per car

SUPPLIER

There are about 6,350 small and large component

manufacturers in India, out of which about 350 are in the
organized sector and are registered with the Automotive
Components Manufacturers Association. There is a sizeable
replacement market for parts and components, but this market

49
is heavily dominated by manufacturers who sell unbranded
products at very low prices.

ADVERTISING & COMMUNICATION

Advertising in the Indian passenger car industry hardly

existed till the onset of competition. Today however, the
industry is one of the highest spenders on advertising among
consumer durables. Advertising has been concentrated to the
print media. The company also recognizes that effective PR
exercises would be a critical component of its marketing
efforts in future. Recognizing this now companies are focusing
on lot of competitive advertising in which the features
essential or new value adds are compared extensively. Maruti
is on its drive for the big time LEADERSHIP FACT
advertisement campaign working on ten core strengths of
Maruti. This campaign has been extensively launched through
out India with Print Media.

50
VISION AND VALUES

VISION

“The leader in the Indian Automobile Industry,

creating customer delight and shareholders’ wealth; A
pride of India.”

VALUES

• CUSTOMER OBSESSION
• FAST, FLEXIBLE & FAST MOVER
• INNOVATION AND CREATIVITY
• NETWORKING AND PARTNERSHIP
• OPENNESS AND LEARNING

HR VISION

Lead and Facilitate continuous change towards

organizational excellence; create a learning and vibrant
organization with high sense of pride amongst its members.

CULTURE BUILDING INITIATIVES SINCE INCEPTION

Japanese Management philosophy of Team Spirit
• Common uniform
• Open office
• Common Canteen
• Open Office – Easy accessibility, Speedy
• Communication and decision making
• Morning Meetings
• Morning Exercises

51
TRAINING & DEVELOPMENT

• Annual Training Plan - All Levels

• Topics selected based on Vision, Values & Departmental
Feedback of Company-wide Managers
• Technical Training on latest Technologies abroad at SMC,
Japan

52
 Maruti Dealer Network

Maruti dealer network is one of

its greatest strengths and it
score over many
manufacturers due to this
strength only. It also form part
of its communication strategy
by giving advertisement
related it its service centre
coverage. “Maruti service

station Hai Kya” This

network give it a give advantage over companies like FIAT that
are ailing from poor service centre coverage and has to bear
huge losses due to lost sales. The company has set up a
committee of directors to negotiate with the 375-odd vendors
on a regular basis in order to reduce costs and improve
productivity, both within and outside the company. The latest
Leadership Fact campaign launched by the Maruti as part of
promotion strategy (copies attached at the end of report)
is also laying a lot of stress upon the service dependability of
Maruti supply chain and its service network.

53
MARUTI AUTHORIZED SERVICE STATIONS (MASS)

54
MARUTI AUTHORIZED SERVICE STATIONS (MASS)
• A. NICOBAR
• ANDHRA PRADESH
• ARUNACHAL PRADESH • JHARKHAND
• ASSAM • KARNATAKA
• BHUTAN • KERALA
• BIHAR • MADHYA PRADESH
• CHANDIGARH • MAHARASHTRA
• CHATTISGARH • MIZORAM
• DADRA & NAGAR • MEGHALAYA
HAVELI • NAGALAND
• DELHI • ORISSA
• GOA • PUNJAB
• GUJRAT • RAJASTHAN
• HARYANA • TAMIL NADU
• HIMACHAL PRADESH • UTTAR PRADESH
• JAMMU & KASHMIR o NOIDA

CITY MOTORS
C-2 SECTOR 63

AUTO POINT
C-107 SECTOR-2

NODIA CAR SCAN

A-58 SECTOR -16

55
 Better Service Quality

Your Maruti is an automotive marvel and the pride of millions of

owners. Every component is specially designed to deliver
unmatched Performance, safety & Comfort. Be it Maruti Genuine
Parts or any part. But no part, no matter how stringently
engineered, is designed to last forever. So should the need for
replacement ever arise, beware of spurious spares.

These cheap imitations lead to expensive consequences, both to

previous lives and machine. Frequently burden your pocket with
sleep fuel and maintenance bills. Reduce your prized possession
to a piece of junk. You bought stallion. Why get saddled with a
mule?

You are guaranteed outstanding performance with Maruti

Genuine Parts. Performance that comes from genuine parts, made
to the standards of the originals fitted in every new Maruti. These
are authenticated by Suzuki Motor Corporation & Maruti Udyog
Ltd. Moreover, MPFI vehicles which give you better performance
require even better care, especially in terms of usage of Maruti
Genuine Parts.

There are two type of service process

1. Directly
2. External

56
 Post service follow up process

After 3 days After 6 days handle by Till 60 days the

information given by customer care information given to
service adviser executive the customer

If Satisfied, thank you

letter is to be send Dissatisfied register
handle by c.c.m follow
up pick up or on spot
repairing

Customer docket file

*Customer complaint
*Vehicle history
*Job card copy
*Letter communication
*Customer complaint report
*Satisfaction note

57
 Format -1

INSTANT FEEDBACK CARD PROCESS

58
 Format -2

MARUTI SERVICE QUALITY STANDARD CARD

59
60
MARUTI SERVICE QUALITY STANDARD

Maruti
Honda
Genral Motor
Fort

61
 Format-3

CUSTOMER SATISFACTION CARD

PROCESS

Thank You for getting your car servicedat out workshop. We would lie to know
how we performed. Please spare a few moments to give us your
valuable feedback on the following as it will help us in improving
our services.

Please put a tick mark(√ ) in the appropriate box.

Excellent Good Average Unacceptable

1. Delivery of vehicle on time.

2. Availability of spare part for the service.

3. How much time is taken to repair the vehicle by our.

4. Behaviors of staff during servicing of vehicle.

5. Ability of staff to understand problem with vehicle.

6. Work done at delivery and details of expenses.

7. Getup of vehicle and its clearness

8. Mode of payment.

9. All the necessary repairs done.

10. What kind of feedback is asked form u after service.

11. Facility of service and maintenance.

12. After service whether the information has been

collected form you.

13. What did they informed you after service.

14. Rule of service change.

15. Please described the whole mode of the service

center work.

As per your satisfaction would you like to suggest any one about our workshop for the
service. Yes No Maybe Never

62
 CUSTOMER SATISFACTION SURVEY

120

100

80

60

40

20

0
Maruti General Honda Ford Tata
Motor
In customer satisfaction Maruti Udyog Ltd. is No. 1 from last 7 yrs.
Their current customer satisfaction index is 96.4%. they
were trying hard to raise customer satisfaction index up to
100%.

63
 SURVEY

One of the most common and widely used primary data

collection methods is survey. With use of survey, we can
gather a wide range of valuable information on overt behavior
of the consumer, viz, attitudes motive, and opinions. The
earlier two methods (observation and experiment) are not
capable to yield such information. The primary data, using any
of these three above mentioned method can be collected from
any population comprised any type of respondent group like
customers, middlemen, competitors, salesmen, company
employees, etc.

Surveys are best suited for descriptive research.

Companies undertake survey to learn about the people’s
knowledge, belief, preferences, and satisfaction and to
measure there magnitudes in the general population.

64
MARUTI SWOT ANALYSIS

STRENGTH

• Early mover Advantage

• Established supply chains and dealer networks.

• Strong brand names

• Good reputation among customers

• Cost advantages from Economies of scale.

• Muscle power in government policies.

• Wider service network.

• Better service quality.

WEAKNESS

• Lack of in house R&D spending.

• Reactive in launching new models

• Cost advantage in Maruti 800 segment going down.

• No presence in diesel engine segment which is gives post

purchase fuel economy.

• Disinvestment policy ambiguity is playing on future

strategies.

65
 THREAT

• Shifts in consumer tastes away from the firm's products.

• Emergence of substitute new models by competitors.

• Disinvestment process getting slower and decreasing

efficiency.

• Maruti 800 sales going down which is star performer of

company till now.

• Government decreasing custom duties on second hand and

imported cars.

• Tata Indica and Hyundai getting hold in medium size segment.

OPPORTUNITY

• New car can be launched.

• Battery Cars with low price.

• Disinvestment and Suzuki gaining full control.

• Diesel variants of new cars.

• Huge installed capacity can be used for exports from

India.

• Rural customers can be graduated from scooter to entry

level Maruti 800.

• Rising middle class income.

• Financing options

• Second hand car sales market

• Auto parts market

66
 SCM STRATEGIES

SCM strategies:

It encompasses all processes from `Mother earth to point of

sale'. Seamless flow of material and information is the key for
supply chain. This helps in reducing inventory which in turn
leads to low costs and increases flexibility, improving price-
value offerings. This resulted in reducing the indigenous
inventory level at MUL to 2.9 days in1998-99 from nine
days in 1995-96.

Material handling and storage:

This is being effectively managed by using recyclable

packaging with plastic bins and metal trolleys. This has done
away the job of unpacking the supplies at the factory unit. It
also aids decentralized unloading near the assembly line and
uses gravity conveyors using no electric power or manpower.

Extended enterprise:

MUL developed a long-term relationship with the vendors by

looking at them as extended enterprises. It trusted its vendors
to the extent of asking them to do self-inspection of parts
supplied by them and by not going in for a second quality
check at the factory point. This has resulted in minimizing
duplication of work and thus avoiding performance of non-
value adding activities.

Vendor selection:

Much attention has been paid by MUL in the selection of its

vendors as most of them have been identified as OEMs
avoiding Tier-I category. This has led to an effective
percolation of all SCM practices across the organisation.

Modularization:

67
This has been the key area of focus for MUL. It encouraged
proximity warehousing by locating most vendors near by the
factory unit at Gurgaon. Modularization of vendors has helped
MUL in addressing the specific problems of a particular set of
vendors.

Material transportation:

This is the most tangible form of logistic cost and this has been
achieved by a milk-run system. This unique method of pooling
supplies of various vendors of one area in a truck has resulted
in a drastic cut in this cost. MUL identified the vendors located
in a particular area, classified their production pattern and
achieved transportation of supplies from them at one go.

Delight customers:

By providing better price-value offering. This can be achieved

by re-engineering and re-configuring processes that reduce
costs. At Maruti, this has been successfully achieved by
adhering to kaizen principles diligently.

E-solution:

The maker of the little car that marked the beginning of a new
revolution in the auto sector, this homegrown system was
extended to its sales and dealer network through an email-
based ordering system with about 250 outlets. For instance, if
a dealer has to place an order, he generates it in his own
machine with all the specifications (e.g. color, model etc) and
sends it through an email to Maruti. The system there
automatically checks the order, classifies it accordingly and
sends it to the respective database.

68
 RECOMMENDATION
1. Baleno which has been ranked first should launch some
upper grade variants of this car because it is not being widely
endorsed by upper income group.
2. Esteem and Baleno should taken corrective measures for
technological up gradation, to improve their performance such
as- fuel efficiency, low maintenance and quality standard up to
customer expectation.
3. Non personal tools have an impact in buying criteria of the
customer where luxury car market as whole should take
correct measure to improve their advertisements so that they
may seem nubile, bairy and fun crazy to influence the decision
process of buyers.
4. M800 and Omni are required to take some steps to improve
their looks.
5. Discount scheme has no effect in buying decision in case of
Alto and Esteem hence they should make their discount
scheme attractive survey and customer.
6. Maruti should broaden their sales services, network and
spare parts availability because it is prime criterion of buying
process.
7. Baleno although has been ranked no 1 car it as luxury car,
has unsuccessful to rated customer mind and perception as far
as lack of the car are concerned, hence it should take
measures to give its size and shape new look.

69
 LIMITATION OF THE STUDY

1. The educational & awareness level of the respondents

with respect to the questionnaires is low. Hence they
respond one question in affirmative, but same
interrelated question has been responded in negative.
2. The sample – plan is too small to give the research a wide
coverage with reference to their opinion.
3. Sample–plan is Noida specific. Hence it may show
imbalances of urban elite perceptions.
4. The respondent include those people who has car (but
not a specifically a luxury car) and hence, their opinion
could be based with the lower income group.
5. The respondents are not interested to reveal their income
level. Causing a hurdle in finding out the price as a
buying decision.

70
 FINDING & INTERPRETATION

1. When I surveyed the consumer, then I found that people

below 1,00,000 income group is preferred 32.50% Maruti800,
3.84% Omni and 02.66% Maruti Zen. Esteem is not preferred
by the below income group.
2. 1,00,000-3,00,000 income group preferred 25.84% MZen,
40.52% WagonR and 11.52% Alto. in the above 300000 income
group preferred 3.84%baleno, 50.84% Swift, 11.52% WagonR
and 7.68% MZen.
3. Newspaper are most affective advertisement mode. The
baleno got 26.88%, city 15.36%, safari 11.52% and Siena
3.84%. In the TV section, only city got 7.68%. in the magazine
effectiveness the baleno got 3.84%, city in nil, safari 15.36%
and siena 11.52%. only safari got the 3.84 of the survey report
mode of advertisement.
4. In the rate of effectiveness of different sale promotional
activities, in the warranty section, baleno has 11.52%, city
3.84%, safari 7.68% and 3.84%. in price scheme section,
5. 68% baleno, 3.84%, city, 3.84%safari and 11.52% Siena.
In guarantee section11.52 % baleno, 7.68% city, 15.36 %
safari and 3.84% Siena. In discount scheme section safari and
city got the response. The percentage is 3.84% city, 3.84%
safari.
6. The most satisfying after sale services is Maruti baleno ,
after this safari than the city and Siena
7. In the suggestion of other section, I found out that the
Maruti baleno take the lead to his competitors.
8. On the basis of these finding we concluded that the
baleno got the first ranking among its competitors. The

71
 reasons behind that the baleno is the Maruti’s product, after
sales services are more satisfying, easy availability of spare
parts, price and looks.
9. The most satisfying better services quality provided in
Maruti service centers.

72
 SUMMARY AND CONCLUSION

After analyzing the questionnaire and studying the facts

available in the magazines. I can conclude that there is no
controversy to tell that Maruti Udyog Ltd is still the undisputed
king in cars market to have a market share of 55%. But the
times are now coming, consumers perceptions are also
changing at a great pace.

In the market share of 56% of Maruti, there is a great

contribution of Suzuki, when Maruti have no strong competitor.
But trends have changed now.

After coming of Honda and Tata, people have a good

choice due to changing needs and demands of general people.
They bring new concept in cars regularly. It provides good
quality in various aspects.

Age Factor: As being the oldest company Maruti have 56%

market share in cars, but if we consider the age factor we find
that other companies improved their position in four wheeler
market.

Class : Maruti have a good market share in lower income

group. Because, the people of this income group have no
choice Maruti800, Maruti Zen, and Alto are the popular brand
in this segment. Because the four wheeler is a success while
the higher income group is considers four wheeler is a
necessary thing to these people but it also maintain their
nature.

73
 The highest income group’s need is different. Small cars
are not a necessity to them. These people prefer, generally
costly, good things according to there prestige.

After sales service:

We all know that the productive and endorsements of the

four wheeler is quite high, so it is difficult to maintain their
quality of after sale services thus it becomes much more
important for the company to have a step head of its
competitor by providing better after sales services. This can
help the company to increase it sales and also to make a
customers brand loyalty.

In four wheeler market after sales services works as a

advertising tool.

74
 BIBLIOGRAPHY

In order to prepare my research project report, I have

gone through these books & magazines:

• Philip Kotler : Marketing Management

• Ramanuj Mazoomdar : Product Management in India

• A&M

• News Papers

• Business Today.

• www.marutiindia.com

• www.marutisuzuki.com

• www.autocarindia.com

• www.marutiudyog.com

75
 QUESTIONAIRE

NAME:-……………………………………………………………..
ADDRESS:-………………………………………………………….
CONTECT NO…………………………………………………….
Q - 1:- Do you have a four wheeler?
(A) YES [ ]
(B) NO [ ]

Q – 2:- If yes, which company do you have?

(A) Maruti [ ]
(B) Tata [ ]
(C) Hyundai [ ]
[D] Honda [ ]

Q – 3:- Specify the print media which influenced you most in

buying it?
(A) NEWSPAPER [ ]
(B) TV ADS & MOVIES [ ]
(C) OTHERS [ ]

Q – 4:- Which features of four wheeler affected your buying

decision?
(A) LOOKS/STYLE [ ]
(B) MAINTENANCE/MILAGE [ ]
(C) PICKUP/POWER [ ]
(D) RE-SALE VALUE [ ]
(E) PRICE [ ]

76
 (F) AFTER SALES SERVICE [ ]

Q –5:- To which income group you belong?

(A) BELOW Rs. 1, 00,000 [ ]
(B) Rs. 1,00,000- 3,00,000 [ ]
(C) Rs. 3,00,000- 700,000 [ ]
(E) Rs. 700,000 - ABOVE [ ]

Q –6:- Are you satisfied with the price of your four wheeler?
(A) YES [ ]
(B) NO [ ]

Q –7:- Are you satisfied with its performance?

(A) FULLY SATISFIED [ ]
(B) PARTIALLY SATISFIED [ ]
(C) UNSATISFIED [ ]

Q –8:- Are you satisfied with its after sales services?

(A) YES [ ]
(B) NO [ ]

Q –9:- How will your rank your car features? Please use the
following rating scale.
(A) MILAGE [ ]

(B) POWER/PICKUP [ ]

(C) PERFORMANCE [ ]

(D) LOOKS/STYLE [ ]

(E) MONEY VALUE [ ]

77
 (F) GOOD WILL [ ]

Q -10:- What major problems (Demerits) do you face with your

car?
(A) LOOKS/STYLE [ ]
(B) HEADLIGHTS [ ]
(C) HORN [ ]
(D) SEAT [ ]
(E) BREAKING [ ]
(F) SUSPENSION [ ]

Q –11:- Will you advice other to buy a particular brand of four

wheeler?
(A) YES [ ]
(B) NO [ ]

Q –12:- Are you willing to buy another brand four wheeler?

(A) YES [ ]
(B) NO [ ]

Q –13:-Are you satisfied with its services quality?

(A) YES [ ]
(B) NO [ ]

Q –14:-Lastly, do you need any improvement in your car?

Please give your suggestion.
…………………………………………………………………………….
…………………………………………………………………………….

78