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A

Project Report On

CUSTOMER SATISFACTION SPECIAL REFRENCE TO MAHINDRA BOLERO

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION TO HIMACHAL PRADESH UNIVERSITY - SHIMLA

SUPERVISED BY: Mr. Anuj kumar M Com., M Phill. Lect. BBA Deptt.

SUBMITTED BY:Jagriti Sharma BBA 6th semester Roll no. - 4427

APRIL, 2010 VALLABH GOVERNMENT COLLEGE MANDI, HIMACHAL PRADESH

AUTHENTICATION CARTIFICATE

It is to be certified that this project customer satisfaction special reference to Mahindra BOLERO presented by Miss. Jagriti Sharma, Univ. Roll. No. 4427 has been done under my supervision and is not a reproduction of any previous work. This is an original work to the best of m knowledge and belief.

Date: Place:

Mr. Anuj Kumar


Lect. BBA Deptt VGC Mandi

DECLARATION

I Jagriti Sharma (Univ. roll no. 4427)student of BBA 6th semester hereby declare that the Summer Training Report entitled Customer Satisfaction Special reference to Mahindra Bolero is an original work and the same has not been submitted to any other institute for the award of any other degree. The suggestions as approved by the faculty were duly incorporated.

Date: Place:

Signature of Candidate

Jagriti Sharma

ACKNOWLEDGEMENT
Nothing concrete can be achieved without an optimal combination of inspiration and perspiration. No work can be accomplished without taking the guidance of the experts. It is only critiques from ingenious intellectuals that helped transform a product into a quality product.

The Project has been possible only with the contribution of the various persons of SIMLA AUTOMOBILES to whom I express my gratitude & appreciation. I acknowledge profusely the SIMLA AUTOMOBILES Management. I am deeply indebted to Mr. ANIL SHARMA (DGM) for giving me an opportunity to do my summer theses in this giant organization.

Finally, I would like to gratefully acknowledge and express my deep gratitude to Mr. ANUJ KUMAR my faculty guide who always helped and provided guidance during the course of my project. I am equally indebted to my parents for the encouragement regarding of this project.

PREFACE
Chapter 1:- this chapter deals with introduction of automobile industry, facts and figures, industry performance in 2009-2010. Chapter 2:- this chapter contains the objectives of the study. Chapter 3:- it include company profile, business interest of Mahindra group, history, major events of history, recent past of company , milestones, achievements and awards, products of Mahindra and Mahindra. Chapter 4:- it deals with research methodology, research design, research process, data collection, errors in study Chapter 5:- it contains the scopes and limitations of the study. Chapter 6:- it deals with the analysis and interpretation of data. Chapter 7:- contains the findings Chapter 8:- contains the recommendations Chapter 9:- it contains the conclusions

EXECUTIVE SUMMARY
Mahindra and Mahindra the market leader in multi-utility vehicles in India. The company started manufacturing commercial vehicles in 1945. M&M is the leader by far in commercial vehicles and the second largest in the passenger vehicle market. The company is the worlds sixth largest medium and heavy commercial vehicles manufacturing. Mahindra is the best known for utility vehicles and tractors in India, Its automotive division, the companys oldest unit (founded in 1945), makes jeeps and three-wheeler. M&Ms farm equipment sector, formed in 1963 during Indias green revolution, manufacturers tractors and industrial engines. M&M also produces military vehicles. The company has facilities located throughout India. The survey involved gathering wide information about the company, its products, customer satisfaction and impact of various competitive firms on the company. From the information collected, various aspects were identified where the company needs to focus more to improve the efficiency of marketing team of Mahindra Automotives. The research was conducted through collection of primary and secondary data. Secondary data was collected through visiting various web sites, automobile magazines and other reliable sources. Primary data was collected through a well-framed questionnaire, of which later a detailed analysis was done using various statistical I.T. tools like MS word and MS excel. On the basis, the secondary data analysis and the extensive analysis of the primary data, interpretations were drawn for the questions and conclusion is drawn. Certain suggestions are also drawn from the analysis to help. Mahindra Automotives to increase its market share in commercial passenger segment and MPVs. The main research that followed is to know Customer satisfaction towards Mahindra Bolero SLX, a new SUV recently launched by Mahindra. Due to the limited resources and time constraints, the study was conducted within the area MANDI town.

CONTENTS
Authentication Certificates Student declaration Acknowledgement Preface Executive Summary 1. Introduction Introduction of Automobile Industry Fact and Figures Industry performance in 2009-2010 2. Objectives 3. Company Profile About Mahindra Group Business Interest of Mahindra Group History of Company Recent Past of Company Milestones Achievements and Awards Automobile Products 4. Research Methodology Research Design Research Process Data Collection Sample Size Errors in Study 5. Scope and Limitation

6. Data analysis And Interpretation 7. Findings 8. Conclusion and Recommendations

Annexure

- Bibliography - Questionnaires

CHAPTER-1

INTRODUCTION

Customer satisfaction is the buzzword used by the business people for the success of organization in the present days. Due to the increase of heavy competition in every product-line. So retain the customer for longer time the marketer has to do only one thing i.e. customer satisfaction. If customer is fully satisfied by the product it not only rubs the organization successfully but also fetches many benefits for the company. They are less process sensitive and they remain customer for a longer period. They are less products overtime as the company introduce relate produce related products or improved, so customer satisfactions is gaining a lot of important in the present day. Every company is conducting survey on customer satisfaction level on their products. To make the product up to the satisfaction level of customers. This project is also done to know the customers satisfaction on the BOLERO on behalf of Mahindra and Mahindra Automobiles. The impact of automobile industry on the rest of the economy has been so pervasive and momentous that is characterized as second industrial. It played a vital role in helping the nation to produce higher value good and services and in the enhancing their skills and impose tremendous demand for automobile. The decrease in the interest rate and easy available of cars loans from 2 to 3 years, lot of car manufacturers company facing cut throat competition in the fields of technology and price, so to gain the market share it is important for the institutes to satisfy its customers and to retain the reputation and its image.

Customer satisfaction Strategies followed by M&M The different strategies followed by M&M consists of customer relationship management, strategies to providing better facility to the owner and strategy to provide better after sales services to customer. Customer Relationship Management (CRM)

Customer Relationship Management as a tool was used to create positive wordof-mouth, to monitor customer experience and generate referrals. A series of CRM activities were implemented with regular direct communication, events and customer satisfaction surveys, events, festive offers, rewards program etc.

INTRODUCTON OF AUTOMOBILE INDUSTRY

The automobile industry has changed the way people live and work. The earliest of modern cars was manufactured in the year 1895. Shortly the first appearance of the car followed in India. As the century turned, three cars were imported in Mumbai (India). Within decade there were total of 1025 cars in the city. The dawn of automobile actually goes back to 4000 years when the first wheel was used for transportation in India. In the beginning of 15th century, Portuguese arrived in china and the interaction of the two cultures led to a variety of new technologies, including the creation of a wheel that turned under its own power. By 1600s small steam-powered engine models was developed, but it took another century before a full-sized engine powered vehicles was created. Brothers Charles and Frank Duryea introduced the actual horseless carriage in the year 1893. It was the first internal-combustion motor car of America, and it was followed by Henry Fords first experimental car that same year. One of the highest-rated early luxury automobiles was the 1909 Rolls-Royee Silver Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and hood and an aluminum body. Chauffeurs usually drove it and emphasis was on comfort and style rather than speed. During the 1920s, the cars exhibited design refinements such as balloon tires, pressed steel wheels and four-wheel brakes. Graham Paige DC Phaeton of 1929 featured an 8-ylinder engine and aluminum body. The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged

back door that suited more to the needs of families. In 1930s vehicles were less boxy and more streamlined than their predecessor was. The 1940s saw features like automatic transmission, sealed-beam headlights, and tubeless tires. The year 1957 brought powerful high-performance cars such as Mercedes-Benz 300sl. It was built on compact and stylized lines and capable of 230 kmph (144mph). This was the Indian automobile history and today modern cars are generally light, aerodynamically shaped and compact.

FACT AND FIGURES The automobile industry in India is on an investment overdrive. Be it passenger car or two-wheeler manufactures, commercial vehicle makers or three-wheeler companies everyone appears to be in a scramble to hike production capacities. Three countries are expected to witness over Rs 30,000 crores of investment by 2010. Hyundai will also be unmasking the Verna and a brand new diesel car. General motor will be launching a mini and may be a compact car. Most of the companies have made their intentions clear. Maruti Udyog has set up the second car plant with a manufacturing capacity of 2.5 lakhs unit per annum for an investment of Rs 6,500 crores (Rs 3,200 Crore for diesel engine and Rs 2,718 Crore for the car plant itself ). Hyundai & Tata motors have announced plans for investing a similar amount over the next 3 years. Hyundai will bring in more than Rs 3800crore to India.

Tata Motors will be investing Rs 100 crore. Ford about Rs 350 crore and Toyota announced modest expansion plan even as Honda siel has earmarked Rs 3000 crore over the next decade for India a sizeable chunk of this should come by 2010 since the company is also looking to enter the lucrative small car segment.

Talking about the commercial vehicle segment, Ashok Leyland and Tata motors have each announced well over Rs1,000 crore of investment. M&M joint venture with International Trucks is expected to see an infusion of at least Rs 500 crore.

Industry performance in 2009-10 The most automotive market managed to stand up to the vagaries of the economic meltdown to show slightly growth during eiscal 2009-10. Overall vehicle sale at 97.23 lakh grew 0.71 per cent from 96.54 lakh in 2008-09. When major automotive markets reported a 30-40 per cent decline , only a handful of countries managed to show growth. A few months ago, India was looking at negative growth but has turned around. It is actually better than expected. Passenger vehicle sales at 15.51 lakh registered flat growth while commercial vehicle sales showed a 21 per cent drop. SIAM has a positive outlook for the current financial year. While it foresees a 78 percent growth for the commercial vehicle segment, the industry body predict a 3-5 per cent growth for passenger vehicle. The three wheeler segment may grow 5-8 per cent while two wheelers may show 3-5 per cent growth. The passenger vehicle market has weathered the downturn largely due to market leader Maruti Suzuki which holds 48 per cent of the market. The compact car giant clocked 7.22 lakh units for 2008-09. Closestrival Hyundai Motors India sold 2.44 lakh cars, a growth of 13 percent at 2.30 lakh units while Mahindra and Mahindra posted 2.3 per cent growth at 1.09 lakhs units. Most premium carmaker saw volumes shrink last fiscal. Toyota kirloskar Motors numbers fell 15% to 46892 units while Ford Indias sales were down 17% to 27976 units. Honda siel cars India also saw a 17%drop at 5242 units while General Motors India was down 8 per cent to 61526 units. Among commercial vehicle makers, all majors players saw substantial fall in volumes. Market leader Tata Motors with a 60 per cent plus share showed 22 per cent drop in numbers at 2.34 lakh unit while Ashok Leyland showed 37 per cent drop at 47,632.

Eichers sales volume fell 37 per cent at 17,341 units and Force Motors was down 28 percent at 7,819 units. The freight movement is unlikely to improve this fiscal which will impact truck sales. Two wheeler sales grew 2.6 per cent to 74.48 lakh units. Hero Honda has made up for the erosion of sales volume for other two wheeler makers including Bajaj Auto and TVS Motors Company. Said Mr. Matta. Hero Honda clocked 36.40 lakh units, a growth of 12.5 per cent. Bajaj Autos volumes dropped 23 per cent to 12.86 lakh units while TVS saw a marginal decline at 11.36 lakh units. Honda Motorcycle and Scooter Indias sales surged 19 per cent to 10.15 lakh units.

CHAPTER-2
OBJECTIVES

The study has been under taken to analyze the customer satisfaction toward all variant of Mahindra and Mahindra in Mandi (H.P) with a special reference to the Mahindra and Mahindra other objective are: To gather information about customer satisfaction in the geographic region of Mandi (H.P.). To know the customer perception about features, low maintenance cost and looks of BOLERO. To know the customer satisfactions, about the safety and comfort provided by BOLERO.

To provide suggestion, in improving the customer satisfaction and the company sales and profitability To know the customer satisfaction towards the after sales services offers by Mahindra and Mahindra.

CHAPTER-3

COMPANY PROFILE

Mahindra Group Mahindra Group is one of the largest corporate groups of India. It is a US $4.5 billion conglomerate with employee strength of over 40,000. The group has diverse business interests such as automotive, farm equipments, infrastructure, information technology, hospitality, and financial services. Mahindra Group has global presence and it is ranked amongst Forbes Top 200 list of the World's Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies. The origins of Mahindra Group can be traced back to October 2, 1945 when Mahindra brothers J.C. Mahindra & K.C. Mahindra joined hands with Ghulam Mohammad, and Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys, USA. After India's independence in 1947, Mahindra & Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad migrated to Pakistan post-partition and became the first Finance Minister of Pakistan. Since then, Mahindra Group has gone from strength to strength and today it has evolved into a giant group.

Business Interests of Mahindra Group Automotive Sector: Mahindra Group is the market leader in utility vehicles in India since inception. Mahindra also manufactures and markets utility vehicles and light commercial vehicles, including three-wheelers. Some of the famous automobile brands of Mahindra are: Scorpio and Bolero. Recently, Mahindra joined hands with French automobile major Renault to enter passenger car segment. It has launched a car called Mahindra Renault Logan.

Farm Equipment Sector: Mahindra is the largest producer of tractors in India and is among the top five tractor brands in the world. It has its own state-of-theart plants in India, USA, China and Australia, and a capacity to produce 1, 50,000 tractors a year. Trade & Financial Services: Mahindra Inter trade Limited and its subsidiaries have specialized domain knowledge in imports and exports of commodities, domestic trading, marketing and distribution services. Mahindra Finance is one of the largest Non Banking Finance Companies in India with an asset base of about Rs. 5000 cores. Mahindra Insurance Brokers offer Life and Non-life Insurance plans to retail and corporate customers. Mahindra Steel Service Centre is the first steel service centre in the organized sector in India. Infrastructure Development: Mahindra Group has interests in real estate, special economic zones, hospitality industry, infrastructure development, project engineering consultancy and design. Mahindra Holidays & Resorts is the leader in the lifetime holiday market in India. Mahindra Gesco is fastest growing Construction Company in India. Mahindra World City is developing and promoting India's first Integrated Business City. Mahindra Acres Consulting Engineers is a multidisciplinary engineering consultancy organization. Information Technology: Mahindra Group entered into IT sector in 1986 when it formed a joint venture with British Telecommunications plc. The company was called Mahindra-British Telecom. The Company has recently changed its name to Tech Mahindra. Tech Mahindra is a leading provider of telecommunication solution and service industry world-wide. It is India's 8th largest software exporter. Specialty Businesses: Mahindra Group companies such as Mahindra AshTech, Mahindra Defense, Spares Business Unit and Mahindra Logistics are into Specialty Businesses. Mahindra AshTech undertakes turnkey contract execution for Ash Slurry System and Travelling Water Screens. Mahindra Defense Systems looks after the requirements of India's defense and security forces. Mahindra Logistics provide complete logistics solutions to complex transportation needs of clients across the world.

The US$ 6.3 billion Mahindra Group is among the top 10 industrial houses in India. Mahindra & Mahindra is the only Indian company among the top three tractor manufacturers in the world. Mahindra's Farm Equipment Sector has recently won the Japan Quality Medal, the only company worldwide to be bestowed this honuor. It also holds the distinction of being the only tractor company worldwide to win The Deming Prize. Mahindra is the market leader in multi-utility vehicles in India. It made a milestone entry into the passenger car segment with Logan. The Group has a leading presence in key sectors of the Indian economy, including the financial services, trade and logistics, automotive components, information technology, infrastructure development and After-Market. With over 62 years of manufacturing experience, the Mahindra Group has built a strong base in technology, engineering, marketing and distribution which are key to its evolution as a customer-centric organization. The Group employs over 50,000 people and has several state-of-the-art facilities in India and overseas The Mahindra Group has ambitious global aspirations and has a presence on five continents. Mahindra products are today available on every continent except Antarctica. M&M has one tractor manufacturing plant in China, three assembly plants in the United States and one at Brisbane, Australia. It has made strategic acquisitions across the globe including Stokes Forgings (UK), Jeco Holding AG (Germany) and Schoneweiss & Co GmbH (Germany). Its global subsidiaries include Mahindra Europe Srl. based in Italy, Mahindra USA Inc. and Mahindra South Africa M&M has entered into partnerships with international companies like Renault SA, France, and International Truck and Engine Corporation, USA. Forbes has ranked the IS Mahindra Group in its Top 200 list of the World's Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies. Mahindra has recently been honoured with the Bombay Chamber Good Corporate Citizen Award for 2006-07 Few groups can identify as closely with India's destiny and industrial progress as the Mahindra Group. In fact, Mahindra is like a microcosm of India. Both were born around the same time, had the same inspirations and both experienced the inevitable troughs and crests in the journey towards their goals. And both continue to march on the path to progress and global recognition.

HISTORY OF MAHINDRA AND MAHINDRA The birth of Mahindra and Mahindra began with K.C. Mahindra visited U.S. as chairman of India Supply Mission. He met Barney Roos, inventor of the Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its effectiveness on the battlefields of World War II be ideal for India's rugged terrain and its rural roads? Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammed. And, on October 2nd, 1945, Mahindra & Mohammed was set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became an independent nation and Mahindra & Mohammed changed its name to Mahindra & Mahindra.

THE MAJOR EVENTS OF ITS HISTORY ARE:

1949: jeep assembly started.

1956: shares listed on the Bombay Stock Exchange.

1963: International Tractor Company of India established - a joint venture with International Harvester Company, USA. 1965: Manufacture of light commercial vehicles commenced.

1969: The Company entered the world market with export of utility vehicles and spare parts.

1977: International Tractor Company of India merged with Mahindra & Mahindra to become its Tractor Division.

1983: Mahindra & Mahindra became market leader in the Indian tractor market, a position it has retained till date.

1986: Tech Mahindra (formerly known as Mahindra British Telecom) established - a joint venture with British Telecommunications Plc (BT), UK, leading the way for the Group's entry into Information Technology.

1996: Mahindra Ford India Limited established - a joint venture with Ford Motor Company, USA, to manufacture passenger cars.

RECENT PAST OF THE COMPANY:

2000: Mahindra & Mahindra set up its first satellite tractor plant at Rudrapur. Bolero GLX (a utility vehicle) launched in response to the needs of urban consumers

2001: Mahindra & Mahindra tied up with Renault for Petrol Engines. 2002: Scorpio launched, a new generation, world-class sports utility vehicle that redefined the SUV market and lived up to its positioning: 'Nothing else will do'.

2004: Bolero and Scorpio launched in Latin American, Middle East and South African markets.

2005: Mahindra Renault Limited established - a joint venture with Renault to manufacture and market Logan, a mid-sized sedan, in India.

2007: Logan was the highest selling sedan and Scorpio the highest selling UV in July.

MILESTONES The journey of Mahindra and Mahindra is designed for growth, and marked by numerous pioneering achievements and global awards. We have made significant contributions to the professional services industry, in India and overseas. Some significant milestones are listed below:

2009

Unveils the new brand identity, Mahindra Satyam Tech Mahindra announces an open offer to buy an additional 20% in Satyam from existing shareholders Tech Mahindra acquires a 31pre cent stake (Preferential Shares) in Satyam Venturbay Consultants Private Limited, a Tech Mahindra subsidiary, emerges as the highest bidder to acquire a controlling stake in Satyam

2008

Adopts new tagline Business Transformation. Together. Enters agreement to acquire S&V Management Consultants, a Ghent, Belgium-based supply chain management (SCM) consulting firm Becomes the first company to launch a secondary listing on Euronext Amsterdam under NYSE Euronexts new Fast Path process for cross listings in New York and Europe Becomes the first company to be invited by the National Stock Exchange (NSE) to ring the opening bell Enters into a definitive agreement to acquire Chicago-based Bridge Strategy Group

2007

Satyam becomes the Official IT Services Provider for the FIFA World Cups, 2010 (South Africa) and 2014 (Brazil) Announces acquisition of UK-based Nitor Global Solutions Limited Opens Global Development Center (GDC) in Malaysia Opens Development Center in Vizag, India Becomes the first Asian company to feature in the Training Magazines list of Top 125 companies for learning

2006

Sets up the first Global Innovation Hub in Singapore Sets up operations in Guangzhou, China

2005

FLC framework launched across the entire organization Largest global development center outside India (in Melbourne) begins operation Citisoft and Knowledge Dynamics acquired

Achievements, Awards of Mahindra Group 2010 Anand Mahindra was honoured with the Business Man of the Year Award by NDTV at a star studded ceremony in New Delhi on February 24, 2010. The awards honour outstanding Indians who helped build Brand India through excellence in their fields. Mr. Anand Mahindra was named the Ernst & Young Entrepreneur of the Year 2009 at a function in Mumbai on February 16, 2010. We have honoured Mahindra for taking his business to the next level, creating a visible impact both in local and global markets, and for the sheer value his businesses have provided to all stakeholders, said a statement from Ernst & Young. Mahindra and his entrepreneurial vision have truly set a higher

benchmark for the Made in India brand, and hence we have honoured him with the award. Mahindra XYLO was conferred the UV of the year award from CNBC TV18 Overdrive awards on January 5, 2010. Mahindra XYLO is perhaps Indias first Sedan Plus vehicle that offers the ultimate combination of luxury and power. Mahindra DURO was awarded the Best Scooter of the year by NDTV Car & Bike awards on January 7, 2010. The DURO, with its stylish good looks and powerful engine offers the best value for money product in its category. Mahindra XYLO was decorated as MPV of the Year by NDTV Car & Bike awards on January 7, 2010.

2009 Mahindra & Mahindra is ranked 19 in the Business world Real 500 NonFinance Companies list 2009, up from 34 in 2008. The issue says, With the numbers of its many subsidiaries in areas such as technology, trading services, even steel, adding muscle to its accounts, M&Ms size grew to Rs. 60,995.39 crore this year from Rs. 23,663.25 crore last year, pitching it into rank No. 19 (from 34 last year). Tech Mahindra has been ranked at 123. These rankings appeared in Business worlds issue dated November 7, 2009 Business Today in its edition dated November 15, 2009 has ranked Indias 500 Most Valuable Companies. The BT 500 ranking has evolved into a unique annual barometer of corporate performance. In BTs India Most Valuable Companies in the Private Sector in terms of Average market capitalization: - Mahindra & Mahindra has been ranked 50 - Mahindra Satyam has been ranked 65 - Tech Mahindra has been ranked 69 - Mahindra Finance has been ranked 186

On April 29, 2009, Club Mahindra Snow peaks Resort, Manali was awarded as the Best Socially Responsible Resort at Manali by the area MLA & local administration. All Club Mahindra resorts are at the forefront of building awareness on Sustainability and Social Responsibility. The Scorpio receive the Best Off roader vehicle of the year 2009 award and the Start-stop technology received the Environment Initiative of the year 2009 award from Carwale.com on April 29, 2009. Mahindra received the Green Award for the Scorpio M2DI Micro Hybrid at the annual NDTV Profit Car and Bike Awards held in Mumbai on February 20, 2009. The Mahindra Fuel Smart system with Micro-Hybrid technology is a technological innovation developed by the Mahindra Research & Development team with the support of M/S BOSCH. This technology enables the SUVs engine to switch off automatically at a traffic light when idle and in neutral gear and the engine starts seamlessly once the driver depresses the clutch before moving forward. Mahindra Renault received the Integrated Marketing Campaign of the Year award for its advertisement campaign But Why at the annual NDTV Profit Car and Bike Awards held in Mumbai on February 20, 2009. Mahindras Auto Sector has won the Top Gear Manufacturer of the Year award. In an editorial titled Forward Thinking Mahindra, the February 2009 issue of the leading automotive magazine Top Gear showers the following encomium: The Scorpio hybrid and micro-hybrid (as the start-stop car is called) are evidence of a car maker thats planning a long way ahead. True, neither system has been proven yet, and both are a little way from going on sale, but these are not mere concepts. Mahindra intends to make them work- and for what is still really a fledgling car manufacturer, only up to their second in-house car ever, thats quite something.

2008 Mahindra and Mahindra Limited have been conferred with the CSIR Diamond Jubilee Technology Award 2007 for Development and Commercialization of Scorpio. Prime Minister, Dr. Manmohan Singh gave away the award at a function in New Delhi on December 20, 2008. The Scorpio W is a new and improved version of Mahindras state -ofthe-art flagship vehicle, the Scorpio. Forty-three incredible new features separate this vehicle from its earlier predecessors. It exhibits improved drive, performance, handling, and styling. Each feature of the vehicle has been designed as per customers convenience, ensuring superior customer satisfaction. Mahindra & Mahindra won the following awards at the Asia Pacific HRM Congress 2007-08 in Mumbai on February 14, 2008 - Employer Brand of the Year 2007-08, Award for Best HR Strategy in line with Business, Award for Talent Management, Award for Continuous Innovation in HR Strategy at Work, Award for Excellence in Training, Award for Managing Health at Work Award for Global HR Strategy, Award for Excellence in HR through Technology and Award for Innovative Retention Strategy. On January 15, FES won the prestigious "Golden Peacock National Quality Award - 2007" for Excellence in Quality. Conferred on after a thorough and rigorous process of evaluation by independent examiners, it is a matter of pride to achieve this honor. Logan was declared the Hindustan Times Car of the Year 2007 by HT Cars & Bikes, a supplement of the Hindustan Times and also the Business Standard Motoring Jury Award 2008. Mahindras Automotive Sector has won the all India award for export excellence instituted by the Engineering Export Promotion Council. The Automotive Sector has been crowned the Star Performer for 200708 on the basis of its growth in exports over previous years. The Award was received by Mr. Pravin N Shah, Executive Vice President, International Operations, Automotive Sector, at a special ceremony held in

Mumbai on 29th August, 2009. Shri Anand Sharma, the Honble Minister of Commerce & Industry, was the Chief Guest. The Scorpio and the Logan received the TNS 'The Voice of the Customer' award along with the Innova at a glittering ceremony in New Delhi on January 9, 2008. 2007 Mr. Anand Mahindra, VC & MD, Mahindra Group has been honored as Business India's Businessman of the Year award 2007 in its issue dated December 30; 2007.Business India is India's leading business magazine. The magazine's editorial says, "While the Business India award is for businessmen who have made their mark mainly in India, Anand Mahindra has made significant headway abroad too, a must in the era of globalization." Mahindra & Mahindra has been awarded as the organization with the Best Automotive Manufacturing Supply Chain Excellence. The awards were presented by IndiaTimes Mindscape (Times of India Group) along with the Business India Group at the Express, Logistics & Supply Chain Awards held in Mumbai on 28th September 2007. A. C. Neilson is accredited with the Research for the Awards Nominees & the Winners. The Institute of Economic Studies (IES), New Delhi, has awarded the 'Udyog Rattan' to Anjanikumar Choudhari, President Farm Equipment Sector and Member of the Group Management Board. Mahindra & Mahindra Limited was awarded the 'Certificate of Excellence in Productivity, Quality, Innovation and Management'. IES conferred this award on Mr. Choudhari for outstanding performance in the field of industrial development of the country. The awards were presented by Dr Bhishma Narain Singh (Hon'ble former Governor of Tamil Nadu and Assam and former Union Cabinet Minister) during the seminar on Economic Development on September 4, 2007, at New Delhi. The all new Mahindra Scorpio was awarded the coveted Golden Peacock Award for Innovative Product / Services in the Automobile segment.

Mahindra & Mahindra Scorpio won the CNB-AAA Creative Print Campaign of the year award 2007, given by NDTV in association with Car India and Bike India. Mr. Anand Mahindra won the NDTV Profit Car & Bike Award 2007 for Automobile Man of the Year. 2006 Scorpio won the 'Best Travel Companion' award. Mahindra & Mahindra won the Overdrive Car Maker of the Year Award in the Travel Awards category, from the Indian International Tourism Council. Mahindra & Mahindra was rated as the leading Indian company in the Automobile - Tractors sector for the Dun & Bradstreet American Express Corporate Awards 2006. 2005 Mahindra & Mahindra's Automotive Sector was awarded the 2 nd prize for Excellence in Supply Chain Management, organized by S.P. Jain Institute of Management & Research, Mumbai. The competition was open to all Indian companies. 2004 Scorpio was the winner of Brand Derby by Business Standard for most successful brand launch. 2003 The Automotive Sector was the proud recipient of the prestigious National Award in 2003 in recognition of its pioneering Research & Development

efforts, which culminated in the indigenously engineered and highly successful vehicle, Scorpio. Scorpio was the recipient of: - Car of the year award from Business Standard Motoring - 'Best SUV of the Year' and 'Best Car of the Year' awards from BBC on Wheels - 'Car of the Year' award from CNBC Auto Car.

Automobile products of Mahindra and Mahindra Mahindra and Mahindra have a wide range of vehicles. M&M partnered with companies prominent in the international market including Renault, SA, International truck and Engine Corporation, USA, in order to mark its global presence. M&M also started exporting its products to several countries across the world. Subsequently, it set up its branches including Mahindra Europe Srl (based in Italy), Mahindra USA Inc., Mahindra South Africa and Mahindra (China) tractor Co. Ltd. At the same time M&M managed to be the largest manufacturer of tractors in India, by holding leadership in the market of the country, for around 25 years. The company is an old hand in designing, developing, manufacturing and marketing tractors as well as farm implements. It made its entry to the passenger car segment in India, with the manufacture of LOGAN (mid-size sedan) in aprill2007, under the Mahindra Renault collaboration. Soon after the considerable success of Logan, M&M started launching a wide range of LCVs and three wheelers as well as SUVs including Scorpio and Bolero. In the present time, Bolero has gained immense popularity in India. It is one of the most opted vehicles in its class. The list of the vehicles is as below: MAHINDRA BOLERO Mahindra bolero is one of the most successful and popular utility vehicle of the Mahindra and Mahindra group. The car is robust in appearance and it has been elegantly designed, keeping in mind the conditions of the Indian roads.

Mahindra Bolero is also among the best fuel efficient cars if India as the manufacturer has equipped it with a 2500cc diesel engine with 5-speed transmission. MAHINDRA SCORPIO Mahindra and Mahindra Limited launched Mahindra Scorpio as its first Sports Utility vehicle in India in 2002. This SUV has redefined the expectation for the design of SUVs with its sturdy looks and powerful performance, the sophisticated interior design adds to the further glory to the appearance. MAHINDRA INGENIO Mahindra & Mahindra is planning to launch a new multi-purpose vehicle to take on the Toyota Innova and the Chevrolet Tavera in both the individual buyer and taxi segments, Mahindra has currently named the project INGENIO The vehicle is expected to hit the market in 2010. MAHINDRA RENAUT LOGAN Much awaited Mahindra Renault Logan has been launched in India. This compact sedan is a specious, practical and affordable vehicle. The outlook of Logan is impressive and the basic version is a value for money, however the top-end versions are a bit high on price. The prominent feature of the car is its performance, interiors and economy. MAHINDRA XYLO Mahindra & Mahindra Limited launched their Multi Utility Vehicle XYLO in India on January 13, 2009. The car boasts of having all the luxurious features that are seen in todays sedans, with the ample space of a utility vehicle. XYLOs muscular stance contributes to its commanding road presence. Fully packed with the latest features, the MUV is sure to impress Indian consumers and provide a stiff competition to the other vehicles within its class.

CHAPTER 4

RESEARCH METHDOLOGY
Research Methodology A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendation and ultimate actions. The research process provides a systematic, planned approach to the research project and ensures that all aspects of the research project are consistent each other. Research studies evolve through a series of steps, each represent ting the answer to a key question. Introduction This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings: which are also dealt with and lead to a logical deduction towards the analysis and results? Research Design I proposed to first conduct a intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question and issue, which inhabit growth and segmentation in the industry. The various tasks that I have undertaken in the design process are: Defining the information need Design the exploratory, descriptive and casual research.

RESEARCH PROCESS The research process has four distinct yet interrelated steps for research analysis. It has a logical and hierarchical ordering: Determination of information research problem. Development of appropriate design. Execution of research design. Communication of results.

Each step is viewed as a separate process that includes a combination of task, step and specific procedure. The steps undertake are logical, objective, systematic, reliable, valid, impersonal and ongoing.

EXPLORATORY RESEARCH The method I used for exploratory research was Primary Data Secondary Data PRIMARY DATA New data gathered to help solve the problem at hand. As compared to secondary data which is previously gathered data. An example is information gathered by a questionnaire. Qualitative quantitative data that are newly collected in the course of research consists of original information that comes from people and includes information gathered from surveys, focus groups, and independent observation and test results. Data gathered by the researcher in the act of conducting research. This is contrasted to secondary data, which entails the use of data gathered by someone other than the researcher information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. Primary data is basically collected by getting questionnaire filled by the respondents.

SECONDARY DATA Information that already exist somewhere having been collected for another purpose. Sources include census reports, trade publication and subscription services. There are two types of secondary data: internal and external secondary data. Information compiled inside or outside the organization for some purpose other than the current investigation Researching information, which has already been published? Market information compile for purpose other than the current research effort: it can be internal data, such as existing sales-tracking information, or it can be research conducted by someone else, Such as a market research company or the U.S. government. Secondary source of data used consist of books and websites My proposal is to first conduct an intensive secondary research to understand the full impact and implication of the industry, to review and critique the industry norms and reports, on which certain issues shall be selected, which I feel remain unanswered or liable to change, this shall be further taken up in the next stage of exploratory research.

DESCRIPTIVE RESEARCH STEPS in the descriptive research: Statement of the problem Identification of information needed to solve the problem. Selection or development of instrument for gathering the information. Identification of target population and determination of sampling plan. Design of procedure for information collection. Collection of information. Analysis of information. Generalizations and predictions.

DATA COLLECTION Data collection took place with the help of filling of questionnaires. The questionnaires method has come to the more widely used and economical means of data collection. The common factor in all varieties of the questionnaire method is this reliance on verbal responses to questions/written or oral. I found it essential to make sure the questionnaires were easy to read and understand to all spectrums of people in the sample. It was also important as researcher to respect the samples time and energy hence the questionnaire was designed in such a way, that its administration would not exceed 4-5 mins There questionnaires were personally administered. The first hand information was collected by making the people fill the questionnaires. The primary data collection by directly interacting with the people. The respondents were contacted at shopping malls, markets, places that were near to showrooms of consumer durable product etc. The data was collected by interacting with 20 respondents who filled the questionnaires and gave me the required information. The respondent consisted of students, businessmen, professionals, etc. the required information was collected by directly interacting with these respondents.

DETERMINATION THE SAMPLE PLAN AND SAMPLE SIZE TARGET POPULATION Its a description of the characteristics of that group of people from whom a course is intended. It attempts to describe them as they are rather than as the describe would like them to be. Also called the audience the audience to be served by our project includes key demographic information (age, sex, etc). The specific population intended as beneficiaries of a program. This will be either all or a subset of potential users, such as adolescents, women, rural residents, or the residents of a particular geographic area. Topic areas: Governance Accountability and Evaluation, operations management and Leadership. A population to be reached through some action or intervention: may refer to group of people you are trying to reach with a particular strategy or activity the target population is the population I want to make conclude ideal situation, the sampling frames to matches the target population. A specific resource set that is the object or target of investigation. The audience defined in age, background, ability, and preference, among other things. For whish a given course of

instruction is intended. I have selected the sample trough simple random sampling.

SAMPLE SIZE:
This involves figuring out how many samples one need. The numbers of samples you need are affected by the following factors: Project goals How you plan to analyze your data How precisely you want to measure change or trend The number of years over which you will sample each point How variable your data are or are likely to be How many times a years you will sample each point How much money and manpower you have.

SAMPLE SIZE: I have targeted 20 people in the age group above 21 years for the purpose of the research. The target population influences the sample size. The population represents the Mandi regions. The people were from different professional backgrounds. The details of our sample are explained in chapter named primary research where the divisions are explained in demographics section.

ERRORS IN THE STUDY Interviewer Error There is interviewer bias in the questionnaire method. Open-ended questions can be biased by the interviewers view or probing, as interviewer s are guiding the respondent while the questionnaire is being filled out. The attitudes the interviewer revels to the respondent during the interview can greatly their level of interest and willingness to answer openly. As interviewer, probing and clarifications maximize respondent understanding and yield complete answers, these advantages are offset by the problems of prestige seeking, social desirability and courtesy biases. Questionnaire errors The questionnaire designing has to careful so that only required data is concisely reveled and there is no redundant data generated. The questions have to be worded carefully so that the question are not loaded and does not lead to a bias in the respondent mind. Respondent error The respondent selected to be interviewed were not available and willing to co operate also in most cases the respondent were found to not have the knowledge, opinion/ attitude or facts required additionally uninformed response errors and response style also led to survey error. Sampling error We have taken the sample size of 15, which cannot determine the buying behavior of the total population. The sample has been drawn from only National Capital Region. Research Design Research design is a conceptual structure within which research was conducted. A research design is the detailed blueprint used to guide a research study towards its objective. It is a series of advanced decision taken together comprising a master plan or a model for conducting the research in consonance with the research objectives, Research design is needed because it facilitates the smooth sailing of various research operations, thereby making research as

efficient as possible yielding maximum information with the minimum effort, time and money.

CHAPTER-5

Scope and the Limitation of the study

The scope of study is limited to the respondents are selected from in and around Mandi H.P. The project is carried out for the period of 30 days only. Measurement of customer satisfaction is complex subjects, which uses nonobjectives method, which is not reliable. The sample unit was also 20 respondents. However, Mahindra and Mahindra Automobile showrooms are located in other places i.e. locally and even in the neighboring states. Only opinions of respondents of Mandi city was consider for finding out the opinions of respondents.

Chapter-6

DATA ANALYSIS AND INTERPRITATION


Data Analysis The following observations are done on the basis of response got from the customer. The questionnaire provided to employees is given in chapter ANNEXTURE. The responses of customers are as below: 1. Attraction towards Mahindra BOLERO To know how the customers got attracted to buy Mahindra Bolero. Sr. No. 1 2 3 4 Reason Brand Quality Performance Others Total Graphical Representation: Percentage 50% 40% 10% 100%

Attraction towards BOLERO


10%
Brand

40%

50%

Quality Performance

Conclusion: The reason of attraction of customer towards BOLERO is Brand.

2. Fulfillment of purposes To know is this vehicle fulfils all the purpose of customers.

Sr. No. 1 2

Response Yes No Total

Percentage 70% 30% 100%

Graphical Representation:

Fulfilment of Purposes

30%
Yes

70%

No

Conclusion: BOLERO fulfils all the purposes of the customers for what they bought it.

3. Comfortable For Driving And Journey To know the vehicle is comfortable to drive or for journeys.

Sr. No. 1 2

Response Yes No Total

Percentage 80% 20% 100%

Graphical Representation:

Comfortable To Drive or for journey

20%
Yes

80%

No

Conclusion: BOLERO is comfortable for long journeys and to drive.

4. After- sale services To know the after sale services of BOLERO.

Sr. No. 1 2 3

Response Good Bad Satisfactory Total

Percentage 50% 20% 30% 100%

Graphical Representation:

After Sale services

30% 50% 20%

Good Bad Satisfactory

Conclusion: After sale services of BOLERO is good and customers are satisfied.

5. Maintenance Cost To know about the maintenance cost of Mahindra BOLERO?

Sr. No. 1 2 3

Response High Moderate Low Total

Percentage 10% 60% 30% 100%

Graphical Representation:

Maintenance Cost
10% 30%
High Moderate Low

60%

Conclusion: After sale services of BOLERO is good and customers are satisfied.

6. Are you satisfied with Mahindra Bolero? To know whether the customers are satisfied with Mahindra BOLERO or not?

Sr. No. 1 2

Response Yes No Total

Percentage 80% 20% 100%

Graphical Representation:

Satisfaction Level

20%
Yes No

80%

Conclusion: customers are satisfied with Bolero. They are satisfied with its performance and all over things

CHAPTER-7 FINDINGS
Based on the data gathered by administrating schedules to customer the following observations are made:-

1. Mahindra bolero has excellent percentage of customer satisfaction according to the data analysis and Interpretation topic. 2. Most of the people are satisfied with its low maintenance cost and after sales service provided by Mahindra Bolero. 3. Based on the fuel consumption, most of the people are satisfied with it. 4. Based on safety and comfort, Design, Space, Maintenance most of the people are satisfied with it. 5. Large numbers of Bolero user are aware of its power steering. 6. If we took the satisfaction level of people toward Bolero, it become good 7. Its features and style satisfy most of the people.

CHAPTER-8

CONCLUSIONS AND RECOMMENDATIONS

Conclusions 1. Mahindra Bolero has a very good market share in the state of H.P. for the SUV segment.

2. The company is offering good services, which is reflected on the satisfaction of the customer. 3. Majority of the customer are satisfied with the performance of vehicle.

Recommendations 1. Mahindra Company has to implement good customer relationship management strategy that enhances customer satisfaction level. 2. The company can for the undertake R&D to improve the existing feature which field help increase in the customer satisfaction. 3. The company should promote about the entire feature offered by it.

4. As majority of the customer give opinion that they are satisfied is the factor, services and design of the product of the company should taken not only maintain the existing standard but also enhance them.

ANNEXURES

1. Bibliography

Kotler Philip, Marketing Management 12th edition, Pearson Prentice Hall publication

www.mahindrabolero.co.in

www.automobile.com

2. Questionnaire [Customer Feedback Form] MAHINDRA BOLERO

Sir/madam this feedback form is to check the satisfaction level of consumers towards Mahindra BOLERO Questions:1. What attract you towards Mahindra BOLERO? a) Brand c) Performance of vehicle b) Quality d) others

2. Is this vehicle fulfilling all the purposes you buy it for? a) Yes b) No

3. Is BOLERO comfortable for driving and journey? a) Yes b) No

4. Are the safety precautions on BOLERO sufficient? / do you feel safe while driving?

a) Yes

b) No

5. How is the after-sales service of BOLERO? a) Good b) Bad c) Satisfactory

6. Maintenance cost of BOLERO? a) High b) Moderate c) Low

7. Are you satisfied with fuel consumption of BALERO? a) Yes b) No

8. Give rating to your vehicle? a) Performance 0, 1, 2, 3, 4 c) Looks 0, 1, 2, 3, 4 b) Power 0, 1, 2, 3, 4 d) Mileage 0, 1, 2, 3, 4

9. Are you satisfied with Mahindra BOLERO? a) Yes b) No

10. At last do you think it worth the value of money you spent on it? a) Yes b) No

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