.

INTERNATIONAL SCHOOL OF INFORMATICS

AND MANAGEMENT
A
CONTEMPORARORY REPORT
ON
Market Mapping
of
EICHER Trucks & Buses
Submitted in the partia
!u"ment !#r the
A$ard #! the de%ree #!
Ma&ter #! 'u&ine&& Admini&trati#n

()*(+()*,
Submitted to:-
Submitted by:-
DR. SUMEDHA SHANDILYA
VINAY KHATRI
1
ASSO. PROESSOR! ISIM
M"A#1$#$%%1
$
Acknowledgement
I express my sincere thanks to my project guide Mr. Sandeep Vyas .I sincerely acknowledge
him/her/them for extending their valuable guidance support for literature critical reviews of
project and the report and above all the moral support he/she/they had provided to me with
all stages of this project.
Vinay !hatri

%
TABE !" C!#TE#T$
"#$I% $& '#.
(. I'")#*+%"I#' , I'*I-' -+"#M#.I/0 I'*+S")1 2
3. 0I%40) /"*. , %#M$-'1 #V0)VI05 6
7. 0I%40) M#"#)S /"*. , %#M$-'1 $)#8I/0 9
2. V#/V# 0I%40) %#MM0)%I-/ V0%4I/0 /"* , #V0)VI05 -'* $)#8I/0 7(
:. M-)!0" M-$$I'& #8 0I%40) ")+%!S -'* .+S0S 7;
(. (.M-)!0" S0&M-'"-"I#' :<
3. 3."-)&0" M-)!0" S+)V-1 :6
7. 7. %+S"#M0) 800*.-%! :9
2.$)0S0'"-"I#' #8 -'-/1S0* *-"- <=
<. .I./#&)-$41 63
&
I#TR!%&CTI!#
Indian Automo'ile Industr(
India is an emerging country with huge potential. "he domestic economy is now
growing at around )*+, per annum and India>s importance in global terms is being
reinforced by rapidly rising exports and domestic consumption. -t a time when
numbers of a slowdown and overheating in the Indian economy have started gaining
momentum the Indian rupee sprang a surprise by pushing the &*$ figure past the
trillion,dollar ?23===== crore@ mark.
"he automotive industry is at the centre of India>s new global dynamic. "he domestic
market expanding rapidly as incomes rise and consumer credit becomes more
widely available. Manufacturer>s product lines are being continually expanded as is
the local automotive manufacturing base. 0xpectation are high that India can
develop as a global hub for vehicle manufacturers and as an outsourcing centre that
offers the global automotive industry solution high up the automotive value chain.
India eyes 3: million automotive jobs.
IndiaAs &*$ is set to double over the next decade
In percentage terms the automotive industryAs contribution should also
double.
In dollar terms the sectorAs contribution is set to Buadruple to some C(2:bn
5ith the world>s second largest and fastest,growing population there is no denying
India>s potential in both economic and population terms and the effect it will have on
the auto industry in the years to come. "he country is already off to a good start with
a well,developed components industry and a production level of ( million four,
wheeled vehicles a year plus a further : million two, and three,wheelers.
"he automotive industry in India grew at a computed annual growth rate ?%-&)@ of
((.: percent over the past five years the 0conomic Survey 3=((,(3 tabled in
parliament on 3nd Duly>(= said. "he industry has a strong multiplier effect on the
economy due to its deep forward and backward linkages with several key segments
of the economy a finance ministry statement said. "he automobile industry which
was plagued by the economic downturn amidst a credit crisis managed a growth of
'
=.6 percent in 3=((,(3 with passenger car sales registering (.7( percent growth
while the commercial vehicles segment slumped 3(.6 percent.
Indian -utomobile industry can be divided into three segments i.e. two wheeler three
wheeler Efour wheeler segment. "he domestic two,wheeler market is dominated by
Indian as well as foreign players such as 4ero 4onda .ajaj -uto 4onda Motors
"VS Motors and SuFuki etc. Maruti +dyog and "ata Motors are the leading
passenger car manufacturers in the country. -nd India is considered as strategic
market by SuFuki 1amaha etc. %ommercial Vehicle market is catered by players
like 0I%40) Motors -shok /eyland Volvo 8orce Motors "ata Motors etc.
-e( "acts.
G India ranks (3
th
in the list of the worlds top (: automakers
G %ontributes :H to the &*$
G $roduction of four wheelers in India has increased from 9.7 lakh units in 3==7,=2 to
;; lakh units in 3==((,(3
G "argeted to be of C (2: .illion by 3=(<
G 0xports increased from ;;=== units in 3==3,=7 to :;==== units in 3=((,(3
Market s/are
Market share of /ight commercial vehicles in India.
(
Market share of Medium and 4eavy %ommercial Vehicles in India.
)
Eic/er Motors

Compan( !0er0iew
0icher Motors /imited is an India,based company engaged in the business of
automobile products and related components. "he %ompany>s product range
includes commercial vehicles ?0icher and Volvo trucks@ motorcycles and
components including gears and engineering solutions. "he %ompany operates in
the leisure cruiser segment with engine capacity of 7:= circuit current and above.
*uring the year ended *ecember 7( 3==9 the %ompany sold :(9:: motorcycles
.In 3==9 the %ompany introduced %lassic bike in the two categories of 7:=cc and
:==cc. "he %lassic bikes are powered by a single cylinder :== cc unit construction
engine ?+%0@ supported by electronic fuel injection ?08I@. "he +%0 has an
integrated assembly for the engine gear box and clutch to reduce friction.
0icher MotorsA subsidiaries include V0 %ommercial Vehicles /imited 0icher
0ngineering Solutions Inc. 4off -utomotive *esign %ompany and 4off "echnology
Service %ompany.
0icher Motors operates in three segmentsI %ommercial Vehicles "wo 5heelers and
%omponents of engineering products as well as in the publication of city map and
travel guides. Its commercial vehicle plant is located at *har M$. "he company
manufactures motorcycles at a plant at "hiruvottiyur "' promoted under the brand
)oyal 0nfield. "he company>s engineering component plants , located at &urgaon
4aryana and *ewas M$ , manufacture gears gear boxes and other components
"he company is also involved in management consultancy services and customiFed.
It has a joint venture agreement with Volvo -.. "he company has a strong network
of (23 dealers distributed across India. 0icher Motors is present in over 2= countries
across the world. Most of the exports are to South -sia 5est -sia and -frican
countries
*
+
EICHER

C!M1A#2 1R!"IE
!f
EICHER
1,
A# !3ER3IE4
0icher began its business operations in (9:9 with the roll out of IndiaAs first
tractor. "oday the 0icher &roup is a significant player in the Indian automobile
industry with a gross sales turnover of over )s. (76== million in the year
3==3,=7.

"he 0icher &roup has diversified business interests in manufacturing E
marketing of "ractors %ommercial Vehicles -utomotive &ears Motorcycles
and exports of vehicles aggregates and components. 0icher has also
invested in the potential growth areas of Management %onsultancy Services.
"he activities of the &roup are divided into the following business units
covering all the business interests.
EICHER IMITE%
$u'sidiar( Companies 1roducts

0I%40) M#"#)S /IMI"0* , %ommercial Vehicles
0I%40) ")-%"#)S , "ractors

)#1-/ 0'8I0/* , Motorcycles
0I%40) *0MM , &ears

0I%40) I'"0)'-"I#'-/ /"* , 0xports
0%S /"*. J Management %onsultancy
&##* 0-)04 $+./I%-"I#'S , %ity Maps "ravels
&uides
11
EICHER M!T!R$ IMITE%
0icher Motors /imited ?0M/@ was incorporated in (9;3 and introduced its first
product the %anter a < ton &V5 truck manufactured at its state of the art plant at
$ithampur Indore in collaboration with Mitsubishi Motors %orporation Dapan in
(9;<. "he maiden offering soon created a strong customer base for itself.
8rom a single < "on &V5 truck in (9;< our range today extends from :" to (<"
&V5 trucks and the Skyline and Voila range of .uses. -ll our products can be
offered in .S II compatible options. 5e also have arguably the best %'&
technology in the world in our %'& .uses. $ioneering the concept of .uilt +p
vehicles in the country we make products that consistently deliver high value to our
customers and are increasingly becoming the preferred option for all %V users not
only in India but overseas too. 0icher %Vs today have significant presence in more
than 3= countries across the world.
In India 0icher Motors has consistently outperformed the industry in terms of
growth and currently holds over 7=H market share in the <",((" &V5 segments.
In the 9" &V5 segment 0icher Motors continues to be the leader with more than
:=H market share. #ur well,eBuipped workshops result in faster turnaround of
service. - network of more than 2:== 0icher trained private mechanics over (77
authoriFed sales and service centres and easy availability of genuine parts across
more than 7== authoriFed spares outlets means less downtime and increased
opportunities for our customers to earn.
0icher Motors is now poised to further consolidate its position in the %V industry by
entering into the Medium E 4eavy %ommercial Vehicle segments. Strategic plans
are in place to ensure necessary investments in technology and training to
constantly sharpen our development and manufacturing edge. 0M/ is totally
committed to fulfilling the vision of being one of the top 7 %V manufacturers in the
country by giving customers what they wantI vehicles that are safe fuel efficient
easy to maintain enhance driver comfort and in turn productivity. Vehicles that
deliver value by providing low cost of ownership and increased profitability to our
customers.
0icher has over :=== employees located in (= manufacturing facilities and 32
marketing offices all around the country. "he &roup has around 9:= vendors
1$
supplying components and sub,assemblies which testify to the strength of the
vendor base. "he &roupAs products are brought to the customer through its network
of around ;== dealers distributed across the length and breadth of the country.

THE EM A%3A#TA5E
,"echnological 0xpertise
,0xtensive 'etwork
,%ustomiFed -pplications
,0fficient cost of ownership
,0xports
,Vehicle 8inancing
Tec/nological E6pertise
0M/ products are manufactured at the %ompanyAs plant in $ithampur near Indore
Madhya $radesh India. "he company has absorbed the technology and has
successfully indigenised the vehicles.
"o ensure that we continue to create products that offer uniBue advantages and
benefits to our customers 0icher Motors /imited has set up a $roduct
*evelopment group consisting of competent engineers. "he team has developed
several successful vehicles and variants an achievement made possible by the
use of the latest %omputer -ided *esign and %omputer -ided 0ngineering ?%-*,
%-0@ software like '-S")-' and 80M analysis packages.


E6tensi0e #etwork
0icher Motors /imited provides its customers the benefit of an extensive sales and
service network customised solutions and an efficient cost of ownership.
#ur manufacturing capabilities are backed by a sales and service network of over
(77 0M/ authorised sales E service centers and more than 7== authorised spares
outlets.
"he three,tier service network consists ofI
G -uthorised distributors in metros and cities.
G (77 -uthorised Service %entreAs.
G #ver 2:== company trained private mechanics.
1%
Service highlightsI
G 0icher &enuine Spares , available across all 0icher dealerships service
centres spares distributors satellite service outlets and retail outlets.7==
authoriFed spares outlets throughout the country.

G - strong and wide dealer network
G &rass,root level penetration through training to popular local mechanics
currently numbering over 2:== nationwide.
G 8ully eBuipped modern workshops for fast and experienced service.
G *river,Safety training programmes for drivers of corporate and institutional
customers.
G 8ree vehicle check,up camps organised regionally.
G - %omprehensive Service -udit System which oversees the physical
infrastructure ensures understanding and compliance with the system
and provides training and technical updates.


Customi7ed Applications
0icher specialiFes in offering ready,to,use custom,built application vehicles to
suit customer needs in addition to the normal range of vehicles. -daptation of
product specifications to suit local regulations and norms is an integral part of
the process.
-ll 0icher exports to the Middle 0ast meet &ulf %ouncil %ountries?&%%@
specifications have power steering and air,conditioned cabins. -
breakthrough in our record as solution providers came when 0icher
developed a cargo deck of a composite material of 5ood and Steel called
Met wood. Met wood is lighter and more elegant and vehicles fitted with
these have more load capacity and yield higher fuel efficiency. 5e also
specially manufacture %ommuter and "ourist .uses suited for -frican
markets. #ur %ommuter buses are designed for larger passenger carrying
capacities and to withstand tough road conditions.
Efficient Cost of !wners/ip
1&
0icher vehicles not only prove to be safe but also a profitable business
investment. "his is a result of the engineering maintenance and safety
features built,into each 0icher vehicle. 5e call this the efficient cost of
ownership of an 0icher vehicle.
Some of the highlights areI
G - "ilt able %ab for easy reach during routine and periodic service
check,ups.
G -n -utomated 0xhaust .raking system that activates the brakes
automatically on deceleration allowing for more driver control.
G - collapsible steering wheel.
G -djustable seats for ergonomic comfort thus reducing road fatigue.
G -n aerodynamic design and a highly fuel efficient engine that make it
the most fuel efficient vehicle in its class.
E6ports
0icher Motors markets its range of %ommercial Vehicles and customiFed
applications to over 3; countries across the world.
3e/icle "inancing
0icher has arrangements with a number of key 'on .anking 8inancial
%ompanies and 8inancial Institutions to help our customers to avail finance
for the purchase of vehicles. 0icher also provides customer finance through
-uto 8inance %ompany a division of 0M/.

Eic/er Motors imited
1'
EICHER C!MMERCIA 3EHICE$
1(
"he %ommercial vehicle division was established in (9;< in collaboration with
Mitsubishi Motors Dapan and is one of the leading manufacturers of commercial
vehicles in India having capacity of manufacturing 7;=== %ommercial vehicles.
"he $roduct range includes : ton 6 ton 9 ton (( ton (< ton E 3: ton &V5
categories trucks tipper trailersK .us range includes %ity buses School bus luxury
coach Intercity %5% 'ova 3==K )eady,"o,+se application vehicles , -round ;:
)"+ built vehicles to suit a diverse range of applications.
"he manufacturing plant eBuipped with state,of,art facilities with stringent Buality
control norms , practices like !aiFen Dust,in,time "LM and "L% etc. and State of
the art )E* set up helping the commercial vehicles unit to serve their customers
better.
*iagram showing diversifications in various fields by 0icher Motors /imited
with their percentage and capital distribution.
EICHER8$ C3 B&$I#E$$
0icher is the third largest player in the Indian %ommercial Vehicles marketI
J It leads in the /%V segment with 36H market share in domestic :,(3" cargo
segment in 81 =6.
1)
J It is gaining momentum in the 4%V segment with successful launch of (<" 3:"
"ipper and $assenger segments and (.;H domestic cargo market share in 81 =6
implying a growth of 73.9H in sales volume over 81 =<.
0icher>s %V business is well positioned to tap the incumbent growth in the %V
industry owing to itsI
J0stablished track record and stronghold in /%V segment
JStrong brand eBuity an established Marketing and *istribution 'etwork and cost
competitive )E* and manufacturing base providing a ready platform for foray in
4%V segment.
0icher J the third largest player in the industry J is well set to leverage its dominant
presence in /%V segment to gain significant market share in the fast growing 4%V
$egment
5ith the introduction of new products and upgrading of existing products across the
range 0icher poised for higher volumes.
EICHER C3 B&$I#E$$ 9 A# !&T!!-
Industr( on "ast Track
1*
G %V industry ?:" E above@ has grown by 3:.2H with 7::6<( vehicle s sold in 81 =6
over last year.
G Improving road infrastructure creating market opportunities for high performance
products.
$trong 1osition in C3 $egment
G Strong position in /%V segment with market share of 36H in : ,(3" domestic cargo
segment.
G -bsence from Sub :" category leaves significant room for further expanding the
product portfolio.
G 0stablished track record and .rand 0Buity recogniFed for superior product
Buality/specifications.
Read( 1latform for $uccessful HC3 "ora(
G Successfully launched (<" 3:" "ipper and $assenger segments with an
indigenously designed product range.
G Various success stories in segments and geographies that would be replicated
pan,India with expanding sales E marketing infrastructure and focused marketing
push.
G 'ew products on the verge of being launched providing significant opportunity to
capture wider spectrum of the market and expanding customer segments.
G Incumbent .rand 0Buity to facilitate successful foray into lucrative 4%V market.
$ales and Marketing Infrastructure
G Strong dealer network in 5est %entral and South India
G Strengthening the dealership network primarily to increase geographical coverage
G Sales E Marketing setup was historically more focused on /%V. Significant
progress made to gear up the same to cater to 4%V segment.
ow Cost Manufacturing and 1roduct %e0elopment
1+
G 0stablished )E* infrastructure and proven skill set.
G $roven capability to develop new products in short timeframe and at minimal
development cost giving crucial time to market and cost advantage.
G %onstantly evolving supply chain management with robust supplier base.
G #ptimiFed manufacturing set,up with a good mix of MMake and .uyN.
Management and Engineering $kill $et
G Lualified and motivated management with established track record of change
management business integration and new product development.
G Strong engineering and product development skills.
1roduct Range of Eic/er Motors td:
EA%I#5 THE 4A2 T! 1rofita'ilit(
/everaging 3: years of local presence and international $artnerships to drive
ModerniFation in the Indian transportation industry.

"rucks.uses Special -pplications 'on,-utomotive 0ngines
"he 0icher range of .uses E %hassis is a contemporary offering of superior vehicle
performance with safety features superior comfort and redefined styling. "he range
comprises ofI

$,
Buses
0icher #ffers a wide range of options in the .uses. "here are two range of .uilt up
buses , Skyline E Starline with a seating capacity starting from (< seater till <:
seater. -s per the reBuirement of the customers 0icher also offers a wide range of
chassis starting from a (3 seater capacity till the <: seater %apacity. 0icher buses
are trusted by the customers for the best in class fuel efficiency.
School .uses
0icher introduced MS!1/I'0 , "he 8irst Safe School .usN in India developed in
association with I)"0 ?Institute of )oad "raffic 0ducation@ in the year (99< thereby
pioneering the concept of School .us. "he school bus specific features have now
become a norm in the industry. -part from being safest the popular Skyline school
bus is now available in enhanced features superior aesthetics E increased
passenger comfort.
$1
O
$taff Buses
0icher Skyline has made staff commutation as comfortable as it can be. -esthetic
superiority high passenger comfort E 0conomical performance has made this bus
class apart. "he faith of customers E industry is reflected with the fact that Skyline
0xecutive was awarded with %V,-pollo -ward 3=(= for M/%VP .us of the year.
$$
Cit( Buses
"he latest offering from 0icher , the )ear 0ngine Semi /ow 8loor ?)0S/8@ bus has
been developed in line with the guidelines laid down by the Ministry of +rban
*evelopment as applicable to Mass +rban "ransportation needs. "his offering has
been received with lot of optimism E excitement by various State "ransport
+ndertakings %ity -dministrations and Municipal .odies across India. 0icher also
offers a wide range of products in the Mini Midi and 4eavy buses for %ity .us
*eployment. "he products have been designed to suit the freBuent start,stop duty
cycle of intra city operations.

Route 1ermit Buses

0icher #ffers a wide range of chassis for )oute permit ?Stage %arriage@
deployments. 0icher products are well suited for the uniBue reBuirement of the route
permit application which necessitates a freBuent start,stop operation overload and
rugged usage.
Trucks
0icher manufactures a range of 4aulage ?: ", 7("@ "ipper ?;" to 3:"@ -rticulated
"ractor ?2= "@ and Special -pplications trucks.
0icher "rucks are built to deliver low Q"otal %ost,of,#wnership>. "he 0icher haulage
trucks> range includes the 03 $lus series of :",(7" /ight E Medium *uty "rucks
?/M*@ J tagged as MMileage !a.adshahN and V0 Series of 8uel efficient 4eavy *uty
"rucks ?4*@ of (<",7(". *esigned for superior performance with better fuel
economy higher rated payload and faster turnaround these trucks have low
operating cost and high reliability leading to higher profits.
$%
Tipper
0icher "erra series of (<" E 3:" offer enhanced value to customers in areas which
are critical to a tipper operating economics. "he +S$ of 0icher "ippers is their better
uptime and pulling power stronger aggregates and the ability to run more number of
trips. "erra tippers offer enhanced benefits which accrues from the results of
extensive research done by the company in the market understanding of the usage
pattern and various duty cycle of its operation. "he range makes a significant and
positive effect on the operators> productivity and profitability by offering better fuel
economy.

-rticulated "ractor
0icher 2=.2= ?-rticulated "ractor@ from the V0 series is built to M*eliver MoreRN 8itted
with %ummins 0ngine of (73.: !w Max "orBue of <:= 'm and the 0",;= gear box
the optimiFed power and torBue benefits come along with the 4igh 8uel 0fficiency
stronger aggregates which offer high reliability and durability. "he soft suspended
$&
%abin offers higher driving comfort which means faster turnaround and more trips
leading to higher revenues. .
$pecial Applications
0icher produces an efficient range of Special -pplication trucks which have been
envisioned and developed to suit the specific reBuirements ofI
Special -pplications
0icher produces an efficient range of Special -pplication Vehicles which are used as
for various applications as "roop %arriers &arbage "ippers 5ater %ontainers Mild
Steel %ontainer E -mbulances.
$'
0icher -mbulance is a state of art van with all facilities pertaining for an emergency
medical vehicle. Vehicle is eBuipped with on board eBuipments not just for safe and
swift transfer of patients but also for providing emergency medical aid.
Mild Steel %ontainer
)eady to use from day ( 0icher MS container options are uniBue with respect to fine
engineering design and flexibility reBuirements. 0ngineered design 8ine workmen,
ship and rugged but light in weight are few features of 0icher containers offered with
(; months of warranty on container.
"roop %arrier
Its about *etermination and %onBuering the spirit 0icher vehicles deliver on these.
5ater "anker
/ow operating cost efficient and durable water tankers. 8ully built 5ater "ankers
options available in 7.: !/ :!/ <!/ E 9!/

$(
$)
$*
$+
s
-bout Volvo 0icher collaboration
%,
%ompany $rofileI ,
V0 %#MM0)%I-/ V04I%/0S manufactures a range of commercial vehicles with
&V5 of : to (( tons. It has been outperforming the industry for the past six years.
"he sales growth in its /%V segment has been higher than that of the industry. In
technical and financial collaboration with Mitsubishi Motors %orporation of Dapan
0M/ started manufacturing the %-'"0) range of vehicles in (9;< at its plant at
$ithampur in %entral India. "he plant is a Pstate,of,the,artP facility with an integrated
capacity of around 3==== vehicles per annum.
.asic Information
%ompany 'ameI V0 %ommercial Vehicles /td. ?- Volvo &roup and 0icher
Motors joint venture@
.usiness "ypeI Manufacturer
0icher SellsI &ears &earbox "ransmission -griculture &earbox
$lanetary &earbox -xle $"# &earbox 5orm &earbox
0icher .uysI forgings &ear %utters
-ddressI S.V.)oad
'umber of 0mployeesI -bove (=== $eople
1ear 0stablishedI (96(
Main MarketsI (. South -merica 3. 0astern -sia
. 7. Southeast -sia . 2. -frica.
. :. 'orth -merica
"otal -nnual Sales -bove +SC(== Million
8actory Information
Management %ertificationI IS# 9==(I3==; IS#/"S (<929
%ontract ManufacturingI #0M Service #ffered *esign Service #ffered .uyer
!0er0iew
%1
V0 %ommercial Vehicles /imited is a :=I:= joint venture between the Volvo &roup
?Volvo@ and 0icher Motors /imited ?0M/@. It is a partnership that brings together
&lobal leadership in technology Buality safety and environmental care along with
the deep knowledge and understanding of the Indian %ommercial Vehicle ?%V@
market. V0 %ommercial Vehicles /td. ?V0%V@ owes its inception to the compelling
intent of driving moderniFation in commercial transportation in India and other
developing markets.
-e( "acts
V0 %ommercial Vehicles /imited ?V0%V@ is a :=I:= joint venture between the Volvo
&roup and 0icher Motors /imited and is headBuartered at 'ew *elhi. "his joint
venture came into effect in Duly 3==;.
V0%V is a leading full,range commercial vehicle player in India.
0". completed 3: years of operations in India in the month of Dune 3=((. "he first
0icher truck was rolled out from its manufacturing plant in $ithampur Madhya
$radesh in (9;< and over the past 3: years the products have got endorsement
from happy customers of over 7===== vehicles.
*ec 3==6I Signing of /etter of Intent
*ec 3==6I Signing of /etter of Intent
Dan 3=(=I /aunch of V0,series of 0icher 4* trucks
Dan 3=(=I /aunch of V0,series of 0icher 4* trucks

3ol0o Trucks India. $ales and after sales support of 3ol0o trucks in
IndiaI
%$
Volvo "rucks in India is synonymous with the mining and the construction industries.
"hey have been tried and tested for operations in extreme conditions reliable and
robust performance and maximum productivity. #ver the years Volvo "rucks has built
up an elite customer base having over (== vehicles in their fleet operating at various
mining sites across India. "he customers vouch by the high reliability and
productivity and have expanded business operations at a fast pace with Buick return
on investments. .eing the customer>s best business partner Volvo "rucks extend
support to customers> right through the life,cycle of the products with a wide network
of service and parts centres and on site assistance.
0icher "rucks and .uses ?0".@ has a strong presence in the //M* segment with a
dominant share in the :",(3" truck segment. 0icher>s 3(,<9 seater buses have a
growing presence in the /* school bus staff and route,permit segments. 0". has
also made strong inroads into heavy,duty trucks segment of (<",2=" with their MV0N
series of 8uel 0fficient heavy,duty trucks.
0icher 0ngineering %omponents ?00%@ the automotive component division of
V0%Vcame into existence in (993.
0icher 0ngineering Solutions ?00S@ was set up in (996 as a center of excellence to
provide design development and consulting expertise in the field of engineering
services. It has two main business areas J 00S Inc. ?+S@ and 00S &urgaon ?*elhi@.
"he state,of,the,art plant in $ithampur has access to top line manufacturing
processes which includes cab weld shop with robotic welding %0* paint shop
integrated testing facilities (==H hot test facility for engines and a lean and scalable
manufacturing set up. "he plant has an annual production capacity of 2;=== units.
In 3=(= in a global first initiative V0%V announced an investment of 3;;=MI')
?million Indian rupees@ in its $ithampur plant for the production and final assembly of
the Volvo &roup>s new global V0 $owertrain.

"he manufacturing set up in "hane houses state,of,the,art machines which include
&leason %onifex machines for straight bevel gear $fauter /iebherr Mitsubishi
%%
?%'%@ and %leveland 4obbing machines latest heat treatment facilities and %'%
bore and %ylindrical grinding machines.
"he $lant in *ewas Madhya $radesh houses technologically advanced machines
and eBuipment which includes a battery of Mitsubishi %'% 4obbing machines fellow
shaping machines )eishauer &ear &rinder )S2== Shaving %utter )e,sharpening
machine from &leason 4urth state,of,the,art %ontinuous &as %arburising 8urnace
?from -ichelin@ J fully $/% controlled with robotics for $ress Luenching and $/%
%ontrolled Sealed Luench 8urnaces ?with hot oil Buenching for reduced distortions@.
V0%V has over 7=== employees across its different divisions in India.
3ision & Mission
3ision
"o be recognised as the industry leader driving moderniFation in commercial
transportation in India and the developing world.
Mission
V0%V aims to continuously improve transportation efficiency in India and developing
markets thereby reducing logistics costs for goods and people J leading to higher
enablement of specialiFation in manufacturing agriculture and services thereby
increasing the nation>s economic activity and productivity.
5e choose to do this in a sustainable manner by having the safest most durable
and efficient products in the marketK
5e care for our customers holistically by offering not just trucks and buses but
also the best service and soft products to enable him to be most profitableK
5e work with the driver community to enhance their productivity and overall
working environmentK
5e ensure a level of Buality and innovation that will continue to set standards in the
commercial transportation industryK
5oing "orward
V0%V aims to emerge as an Industry leader in driving moderniFation in commercial
%&
vehicle transportation in India and the developing world by bring about improvement
in transport efficiencies.
In the near course V0%V will strengthen each of its product brands as leaders in
their respective segment through innovative products and expansion of its existing
network spanning the geographical expanse of the country.
Compan( description
V0 %ommercial Vehicles /imited owes its inception to the compelling intent of driving
moderniFation in commercial transportation in India and other developing markets.
-s a :=:= joint venture between the Volvo &roup ?Volvo@ and 0icher Motors /imited
?0M/@ V0 %ommercial Vehicles ?V0%V@ incorporates uniBue abilities to be able to
do so. "he organiFation brings together global leadership in technology along with
deep knowledge and experience of the Indian commercial vehicle ?%V@ market.
-s a company V0%V includes the complete range of 0ichers commercial vehicles
components and engineering design businesses as well as the sales and distribution
of Volvo trucks. "hus each of its business units is already well,established and
backed by a siFable customer base.
V0%Vs portfolio of commercial vehicles includes two product brands with absolutely
different market positions yet complementing segment synergies. 0icher "rucks E
.uses have a wide offering in the mass market :"2=" range while Volvo "rucks
command a strong presence in the premium high,performance heavy duty
segments from 3:"29". 5ith a formidable presence in the existing light and medium
duty segments V0%Vs main focus is on increasing the penetration and market
share of its heavy duty products. "hus its investments in design development
manufacturing systems distribution and services are largely oriented towards
creating a stronger position in the heavy duty market.
V0%V is going all,out to gear itself in becoming a proactive solutions and service
provider meeting all customer needs. "his it will do by strengthening each of its
product brands as leaders in their respective segments. In the near course V0%V
will offer an even more innovative line,up of technologically advanced and
ergonomically aesthetic products. Volvos widespread distribution network will
%'
facilitate the export of these products to countries world over and will help V0%V
bolster its presence in more than 3< countries to where it currently exports. 5ith an
improved thrust on retail network development and after sales service V0%V will
soon come to be recogniFed as a lean organiFation capable of setting new
benchmarks in response times.
It is important for V0%V that its growth must also have a positive influence on the
industry it servesK ensuring that the industry becomes more efficient environment
friendly offers safer products and manufactures products that are driver friendly. -nd
this dictum of being the differentiator not only reflects in V0%Vs approach in the
market place but also in its internal workplace moving it to becoming a preferred
employer in the industry.
V0 %ommercial Vehicles has over 2=== employees with a sales E support network
that spreads across more than 7== points across the country. %ompanies industrial
base includes an integrated commercial vehicle factory in $ithampur producing
0icher trucks E buses along with factories in "hane &urgoan and *ewas dedicated
to manufacturing gear boxes and gear box assemblies.
V0%V is jointly managed by Volvo and 0M/ with shared management and eBual
representation rights on the board of *irectors. -ll management positions are
appointed by the board. Mr. $ar #stberg ?%hairman "rucks -sia Volvo &roup@ is
V0%Vs chairperson while Mr. Siddhartha /al is the Managing *irector and %0#.
#perational since Duly 3==; V0 %ommercial Vehicles is headBuartered at 'ew *elhi
Business areas of 3ol0o Eic/er Motors imited
0icher Motors /imited comprises of the automotive businesses of the 0icher &roup .
"he business activities of the company are carried out by its constituent .usiness
%(
+nits each covering a product category as described below.
.usiness -rea $roducts
V0 %ommercial Vehicles /td , 0icher "rucks E .uses Volvo "rucks
&ears E Shafts
Motorcycles , )oyal 0nfield
3E C!MMERCIA 3EHICE$ T%
It manufactures a range of commercial vehicles with &V5 of : to (( tons. It has
been outperforming the industry for the past six years. "he sales growth in its /%V
segment has been higher than that of the industry. In technical and financial
collaboration with Mitsubishi Motors %orporation of Dapan 0M/ started
manufacturing the %-'"0) range of vehicles in (9;< at its plant at $ithampur in
%entral India. "he plant is a Pstate,of,the,artP facility with an integrated capacity of
around 3==== vehicles per annum.
R!2A E#"IE%
)oyal 0nfield manufacturers of the renowned range of .ullet motorcycles has
pioneered manufacture of motorcycles in India. It has a wide range of high powered
bikes in its stable to deliver a QuniBue motorcycling experience> to its rider. $resently
)oyal 0nfield is producing six different models ranging from 7==cc to <==cc.-ll the
products are manufactured indigenously in its manufacturing plant in %hennai which
has an annual installed capacity of manufacturing 79=== motorcycles.


%)
MAR-ET MA11I#5 !" EICHER
M!T!R$
Market mapping
Market mapping is used in market segmentation to help companies identify the
target group?s@ for segmenting and forms the second step in the segmentation
process. It also has a number of other important applications such as tracking
%*
changes in the channels to market presenting your own companyAs performance on
these routes to market and illustrating where your sales and marketing resources are
allocated which can then be compared with how your key competitors allocate their
resources.
1ou may discover that a lot of the buying decisions are actually so highly influenced
by intermediaries in the map that those intermediaries effectively AownA a large
percentage of the buying decisions. .esides being a key step in the segmentation
process it can be become apparent that two marketing plans will be reBuired. -
ApushA plan which is about improving the way we satisfy the benefits sought by those
intermediaries and a ApullA plan which is about better addressing the benefits sought
by the AconsumingA end segments.
- slightly cynical example makes the point. 5ho can doubt that the %onsultants and
System Integrators recommendations hold huge sway with the purchase decision of
a %I#/I" *irector. *oes anybody doubt that that S-$ became the 0)$ system of
choice partly because it was in the interests of the SIs that it did soT
%efinition
- definition favoured by some of my colleagues is as followsI
- market map defines the distribution and value added chain between final users
and suppliers which takes into account the various buying mechanisms found in a
market including the part played by Qinfluencers>.
"his is #! but I believe causes someone new to the segmentation process to
assume a market map is the same as a physical distribution chain or a value chain.
"his can be partly true but is not necessarily the case.
8or me a better definition is as followsI
"he primary purpose of a market map is to describe the flow and relationship
between Influencers Qand *ecision Makers between suppliers and final users ?as
*ecision Makers@ whilst noting the channels used.
%+
Market Mapping
"o make the best use of your sales and marketing budget knowing who you are
selling too and how to reach them is critical. %ommerce intelligence group research
and define the distribution and value chain between supplier and final user taking
into account the various buying mechanisms found in a market including the critical
part played by relationships and AinfluencersA.
#ur market mapping process allows you to focus attention on key decision makers
within a market and identify key target market segments. %onseBuently sales
channels and the key players within channels can be easily identified with the help of
a graphic presentation of a market.
"his market map can help deliver key customer and consumer insights and ensures
you have a full awareness of the total market place and how best to utiliFe your
resources.
A'out Market Mapping
Market Mapping takes a strategic forward,looking approach to crafting market
driven strategy and segmentation focusing on where customers are going instead
of where theyAve been In addition the Market Mapping process goes well beyond
simply gathering and reporting market data by providing a collaborative team,based
process for bridging the gap between information and action. Market Mapping is an
ideal complement to a 8uture Mapping scenario planning exercise. In the same way
that scenarios help leadership teams develop and align around a common view of
the future Market Mapping addresses alignment with customers
Market Mapping Applications
U Market Mapping can help leadership teams address issues like theseI 5e have a
vision of the future but we>re not sure whether our customers share it 5e think we
know the best way to segment our market but we couldbe wrong 5e simply donAt
know our customers well enough to understand where they are going 5e>re not
sure which new products or services they will want in the future or how they>ll want
&,
to buy them 5e think the decision process for our products/services will change but
weAre not sure how 5e expect consolidation in the industry and in our markets but
we>re not sure how that will affect our competitive position 5e canAt agree on how we
should differentiate ourselves from our competitors or on our best opportunities for
growth and profitability
-e( $teps in Market Mapping
U 'o matter how much Buantitative data an or ganiFation has in hand it is critical for
them to understand the underlying thought proc ess of the end user and decision
makerK their wants needs and valuesK the way they evaluate products. #nce they
understand how customers think about the future management will be in a position
to deliver true solutions. -t it>s best this is the threshold of discovery leading to a
breakthrough idea. Market Mapping has been specifically designed for leadership
teams providing them with both Bualitative and Buantitative views of customer
thinking integrated into working hypotheses that can provide bridges to action.
U A t(pical Market Mapping pro;ect /as t/e following steps.
U (.%onventional 5isdomN *ebrief
U 7.0xternal Interviews
U 2. *ata Synthesis and -nalysis
U :. Strategy 5orkshop
Con0entional 4isdom %e'rief of Eic/er motors
U "his establishes the starting point for the project by identifying the set of critical
uncertainties and assumptions about the future of the market environment held by
the leadership team and key internal stakeholders "hrough a series of interviews
and/or a structured workshop we gather input from Buestions like
(. 5hich customers are critical to your future successT
&1
-ns. Daipur market have a large number of potential customers. $resence of good
number of educational institutes and transport companies is an proof of its potential.
0ducational institutes are the major customers for .uses and transport companies
are for trucks and hence these are the critical sector for the eicher commercial
vehicle.
3. 4ow are these customers evolving their business modelT
-ns. %ustomer are continuously demanding for effective and efficient products
according to their reBuirement.
7. 5hat kinds of problems do you think these customers are trying to solve with
products and services like yoursT
-ns . %urrent customers of eicher trucks are aspiring for I,
#verloading ability
Solution of freBuent maintenance problem
0asy accessibility to spare parts
5orkshops in jaipur area.
2. 5hat baseline Mminimum acceptableN criteria do you think these customers
use to evaluate potential suppliers and their solutions to these problemsT
-ns. .asically a customer looks for the following things in a truck bus or other
applications
Bus
Model
5heelbase ?mm@
#verall /ength ?mm@
)ear #verhang ?mm@
8ront #verhang ?mm@
#verall width ?mm@
Internal height
Steering
.rakes
'o. of seats
"ype #f Seats
0ngine J "ype
0ngine , Max $ower
0ngine , Max "orBue
Trucks
5heelbase #ptions ?mm@
&$
%argo body *eck /ength ?8"@
#verall /ength ?mm@
Minimum "urning )adius ?m@
&round %learance ?mm@
&ross Vehicle 5eight ?kgs@
$ayload ?kgs@
0ngine "ype
0ngine performance
Max. $ower
Max. "orBue
.ore x Stroke ?mm@
%lutch
&ear .ox
)ear -xle
8ront -xle
"railing -xle
Steering
8rame
:. 5hich attributes do you think will differentiate suppliers from each other and
drive the choice of products and services in the futureT
-ns. Some of the 0icher trucks and buses seems better in
(. Mileage 3.8ast "rip 7.-ccerlaratin 7.Space in the containers?truck@
2.-verage
<. 5hen Market Mapping is used in conjunction with a 8uture Mapping session
the outputs from the first phase form the basis for the strategic choices
considered in the second phase

%ata Anal(sis and Reporting
Market Mapping results are best presented inter actively usually in the context of a
collaborative workshop. *ata is analyFe d and reported in three dimensionsI
Buantitative Bualitative and working hypotheses. If conflicting ideas are present they
are offered as counter arguments. /eadership teams that are comfortable with idea
conflict usually respect the results mo re if alternative opinions are evaluated and
considered.
&%
T/e Market 3alue 1rocess
Market Value $artners help organiFations build and sustain competitive market
advantage. +sing the Market Value $rocess we provide organiFations with a proven
methodology for rigorous market analysis. "his results in a clear and actionable
market strategy.
T/e Concepts Be/ind <T/e Market 3alue 1rocess<
Market Value $artners believe that to truly create superior shareholder value it is
important for an organiFation to precisely define and focus on superior value to
customer in chosen market segments.
"he 0icher motors PMarket Value $rocessP is further can be used used to
analytically examine its product and services offerings enabling it to make
critical strategic and tactical marketing decisions that will improve its market
position.
"o Pmanage superior customer and shareholder valueP the PMarket Value
$rocessP gives organiFations methodologies to fully examine the reBuired
&&
product?s@ non,product?s@ and pricing appropriate for chosen market
segmentsI
o 1roduct ?$roduct features product performance reliability ease of
use@
o #on*1roduct ?%onsultative selling brand awareness support etc.@
o 1ricing ?$rice per user "otal %ost of #wnership@
"he Market Value $rocess is a techniBue toI
(. 8ocus
3. Map
7. Measure
a companyAs ability to meet the selected market needs relative to the competition
under various market scenarios.
T/e 3alue of Market Maps
*eveloping a market strategy via the PMarket Value $rocessP provides an analytical
approach for measuring market opportunities and challenges. 5ithout this analytical
approach concepts such as customer value become extremely fuFFy. In contrast
the visual impact of the AMarket Value MapsA gives an organiFation a record of their
market value,creation decisions along with valuable market insights.
T/e T/eor( Be/ind A $uccessful Market $trateg( 1rocess
$tep =. %efine 2our Market>s?
- company wins customers by creatively identifying differences in particular type of
customersA needs ?price product and non,product needs@. )ecogniFing the different
discreet needs of different customers is the first step towards delineating different
market sectors. "his will enables an organiFation to stake claim on the most lucrative
sectors of the market matching corporate capabilities to the market reBuirements.
"his provides the logistical focus for marketing program execution.
&'
- significant amount of effort is be spent in examining the chosen market definitions.
ItAs not wise to short,change the amount of time spent on creative market
segmentation. -ll too often organiFations keep this effort brief and perfunctory. "his
is probably because the imaginative process of defining markets is sometimes
perceived as frustrating. "here is sometimes a feeling that organiFations are
thrashing and not necessarily getting anywhere. "his is deceptive. "he reality is that
this is some of the most important PMarketing 5orkP an organiFation can do if the
result is a strong and creative market segmentation that leads to successful
marketing program direction and subseBuent market share gain.
.ecause strategies uniBuely deliver value to specific markets getting market
definition wrong means getting everything else in the process misdirected.
L. 5ho are the customers of commercial vehicles.
-ns. Mainly the customers of commercial vehicles areI,
(. "ransport companies 3.4ospitles 7.Individuals
2. 0ducational institutes :.&overnment agencies

$tep @. En0ision Market E0olution wit/ $cenarios
#nce an organiFation has defined its markets by uncovering differences in price
product and non,product needs the next issue is to envision how these markets will
evolve over time. "o do this the organiFation should create scenarios that help the
organiFation imagine the different ways in which key trends may unfold. /ooking at
various market evolutionary possibilities is far richer than relying on a detailed
forecast for a single Pofficial futureP that reflects an organiFationAs traditional thinking
and become obsolete or unlikely before the ink is dry on the business plan. 5ith
MV$As value maps the scenarios are dynamic easily updated and flexible so that
&(
your plan never ends up on the bookshelf. "hese scenarios enable an organiFation
to think about how the price product and non,product sensitivities in the chosen
markets may potentially evolve.
In coming up with market scenarios the organiFation should first determine the
greatest uncertainty that the market faces ?whether competitive or environmental@.
#ften the greatest uncertainty is the future PBuality,sensitivityP of the market ?i.e. the
slope of the Amarket wantsA line , please see the charts attached below as reference@.
"he organiFation then needs to identify the drivers of this uncertainty. In the case of
the Buality sensitive market the driver is the timing source and magnitude of the
next major breakthrough that improves the innovating companyAs market share.
Successful organiFations envision alternative futures and have a strategic response
ready to meet whatever future actually materialiFes.
%emand dri0ers
8reight outlook, %V sales have a direct correlation with the state of the freight
industry with growth in %V sales ?M4%V trucks@ closely tracking increase in freight
movements. Strong economic activity in the country especially in sectors like
cement mining steel production automobiles consumer durables food processing
and food grain production leads to increased demand for freight movement by road.
8reight rates and fuel price, "ruck operators> profitability is most sensitive to freight
rates and fuel prices ?<=,<:H of the total cost@. 5ith other things remaining constant
operator profit before depreciation and tax rises <.:H with a (H rise in freight rates
and 7.:H for a (H decline in fuel prices $olicy initiatives, "he %V industry has
benefited from regulations like discouraging the use of old polluting and
+neconomical vehicles. "he Supreme %ourt ban on overloading has also been very
positive leading to incremental Volumes in the last two years. 8urther any
government>s likely policy initiatives like scrapping vehicles more than (: 1ears old
&)
can potentially unleash a huge replacement demand. 8urther the industry is also
expected to benefit from the proposed phase,out of %entral sales "ax by 3=(=.
)eplacement cycle, )eplacement cycle for trucks has been shrinking declining from
about (3 years to nearly seven years now. "he proportion of trucks under five years
of age rose from about 72H in 81=3 to nearly 2:H.
%ompetition from Indian )ailways, )oad transport competes with the Indian
)ailways ?I)@ for transportation of all major commodities with roads having an edge
in transportation of non,bulk commodities owing to point to point delivery with
railways commanding a higher share in transportation of bulk commodities. #ver the
years roads have gained an increasing preference vis,V,vis the railways and the
share of road transport currently stands at about <:H.*emand supply scenario, "he
significant part of the demand for new trucks comes from capacity additions by small
fleet operators and first,time users. "his along with policy changes like ban on
overloading has led to significant addition in the truck population. -lso with easy
availability of finance at low interest rate helped in increase of capacity in the past
five years. .ut as interest rates are set to increase it might lead to slight dampening
in demand for ME4%V in near future. 4owever demand is likely to remain healthy
for /%V owing to the rise in demand for small commercial vehicle for providing the
last mile connectivity and the creation of hub and spoke models.
$tep A. %etermine 4/et/er a 1articular Market 4ill Reward 2our $pecific
In0estment
"40 degree to which a market is attractive and promises to reward an investment
depends on the fit between the direction the market is headed and the organiFationAs
core competencies. "his process also helps an organiFation prioritiFe the markets for
investment.
$tep B. %eli0er Cualit( T/roug/ 1roduct and #on*1roduct Benefits
"he Market Value $rocess is used to measure and map how an organiFationAs
customers perceive its Buality relative to the competitionAs Buality. Luality is defined
as the precision with which the product meets the customerAs product needs. Luality
&*
is the Pbasket of needsP product and non,product. 5e consider both the product and
non,product dimensions of Buality in detail. 5e will work with the extended
management team to measure and map the relative Buality an organiFation offers in
each chosen market.
%efining Market !';ecti0es and %e0eloping Marketing $trategies
In developing a strategy for a particular market an organiFation identifies several
possible objectives for its position in that particular market. "he obvious possibilities
are to gain or hold market shares. 0ach objective is usually associated with a
particular level of investment in human and capital resources relative to the
competition.
"he process enables an organiFation to build a strategy for deploying the resources
needed to attain the desired objective by market. "o gain share an organiFation
would typically put in motion an aggressive set of actions to improve its product and
non,product Buality. "he theory is that improved pricing and improved product Buality
will offer customers superior value and delivery higher shareholder value to the
vendor.
RE$EARCH METH!%!!52
Introduction
.efore undertaking a study it is useful to plan how it would be done. "his involves
designing the research work and its methodology. )esearch methodology is a
systematic way for solving any research problem. It may be understood as a science
of studying how research is done scientifically. )esearch methodology has many
dimension and the research methods are an integral part of it. "he usefulness of the
output will depend upon how the research has been designed and implemented at
each strong of its process. "he project is related to the determination of financial
analysis for the company. "he co. comprises many divisions all over India. #n the
basis of need for individual division the financial analysis for the entire organiFation
is determined.
&+
Researc/ design
"he research design is a plan of the proposed research work on the market ground
of 0icher Motors . It is the way through which the stated research objectives can be
achieved. It is a blueprint for the collection measurement and analysis of the data
that are collected from the market. It means it involves the data collection method
the specific research instrument and the sampling plan that would be used for the
purpose of market mapping of 0icher motors.
%ata collection met/od
"here are various methods for the collection of data. 4owever for the selection of
any method the following factors are considered.
'ature #bjective and scope of the study
-vailability of funds
"ime element
-ccuracy reBuired
-vailability of data
Collection of data can 'e of two t(pesI
$rimary data
Secondary data
$rimary data are those which are collected for the first time from the Daipur market .
"his happens to be original in character.
Secondary data are those that have already been collected and analyFed by
someone else. "he data used in the report is collected from internet magaFines..
8or this study I had used primary and secondary data available from the company
and various divisions and websites.
',
Researc/ !';ecti0e
"he main objective of conducting research is to identify the marketing strength
and weakness of 0icher Motors.
-nother objective is to judge profitability and marketing soundness of the 0icher
Motors.
"o analyFe the soundness of the company with the help of marketing
management tools.
"o study the trends and reasons for deviation.
Market mapping of 0icher motors
%ustomer satisfaction level
Market -nalysis
%ustomer 8eedback
Competitors
Tata Motors ,.ased in Mumbai India "ata Motors /imited is a part of "ata
&roup. It manufactures commercial and passenger vehicles primarily in India.
It offers passenger cars multi,utility vehicles and pick,upsK medium and
heavy commercial vehicles such as rigid trucks tractor trailers and tippersK
intermediate light and small commercial trucksK busesK and defense related
vehicles. "he company through its subsidiaries also provide engineering and
automotive productsK manufacture of construction eBuipmentK automotive
vehicle components manufacturing and supply chain activitiesK and provision
of machine tools and factory automation products as well as offers high,
precision tooling and plastic and electronic components for automotive and
computer applications. In addition it provides automotive retailing and
services as well as financing for the vehicles sold by the company. "he
company markets its products in 0urope -frica the Middle 0ast south -sia
south east -sia and -ustralia.
W3:X

Ma/indra & Ma/indra td * "he company manufactures a range of
automotive vehicles agricultural tractors implements and industrial engines.
'1
It is also involved in property development and construction activities. "he
company offers various multi utility vehicles light commercial vehicles three,
wheelers and tractors as well as spare parts and related services. It also
provides various services related to financing leasing and hire purchase of
automobiles and tractors. In addition it also offers design and engineering
services to the automotive aerospace and general engineering industriesK
and produces automotive components as well as forgings gears steel
stampings and special polymers. It is headBuartered in Mumbai India.
W3<X

$wara; Ma7da >$4ARADMAE%*B2? ,4eadBuartered in %handigarh India
Swaraj MaFda /imited manufactures and sells light commercial vehicles for
goods and passenger applications in India. "he company also offers specialty
vehicles such as ambulances dumper placers water tankers and troop
carriers. In addition it sells spare parts and scrap. It operates as a subsidiary
of Sumitomo %orporation.
W36X

"orce Motors >"!RCEM!T*B2? ,"he &roupAs principal activity is to
manufacture and market utility and light commercial vehicles agricultural
tractors and diesel engines. Its plant are located at .ombay $une road
-kurdi $une and $ithampur *istrict *har Madhya $radesh. 5ith technical
collaboration of M-' -& &ermany 8orce Motors has a range of heavy
commercial vehicles with a payload capacity ranging from (< to := tonne
'$
Market s/are
Market share of /ight commercial vehicles in India
Market share of Medium and 4eavy %ommercial Vehicles in India
-e( $uccess "actors
-bility to enhance and vary product mix , - diverse and broad product mix enables a
manufacturer to serve a wide variety of transportation solutions across different load
'%
levels. It also helps in building strong brand loyalty among customers. In addition the
presence in business such as auto spares buses exports and defence helps
companies to weather the cyclist in %V sales.
Sales and distribution service network , - widespread sales and distribution
setup enables the company to ensure a geographically diversified client
profile.
-ccess to new technologies J In addition to matching competitor>s new
products and upgraded machinery technology is also going to be critical with
emission norms are going to be stricter going forward. "he reBuirement of
updated technologies has driven domestic players into
acBuisition/collaborations/DVs with global majors.
.alance between outsourcing and in,house production , %ompanies with high
integration level have higher fixed costs which results in higher profitability in
robust growth scenario. 4owever it also results in sharp drop in performance
as they would be affected by lower sales volume backed by Industry cyclical
nature. More over company>s proximity to their raw material and component
suppliers help them in reducing procurement costs.
G 4igher steel prices have been a key concern over the last two years. "he %V
industry has tackled this both by passing part of the costs through price hikes and
also by optimiFing their selling advertising costs and treasury efficiencies.
G -nother concern is a slowdown in the Indian economy. "his would lead to lower
investment in infrastructure which in turn will affect the %V demand.
G 4igher domestic inflation and increase in fuel prices are other major concerns.
5ithout a concomitant increase in freight rates increase in fuel price will have a
negative impact on demand for %Vs.
!utlook
-lthough rise in interest rates and fuel price may dampen the growth of the sector in
short run the long,term outlook for the domestic %V industry remains strong. "he
'&
expected continuance of economic growth and investments in infrastructure will help
the sector report robust growth going forward. "he entry of new players in the
industry and the significant capacity additions expected are however likely to keep
the competitive pressures high. #n the demand side a combination of tightening
regulatory norms ?on emissions and vehicle scrapping@ and increasing customer
selectivity is expected to drive a shift towards high tonnage Buality products. "he top
players in the domestic %V industry have robust financials supported by strong cash
accruals and a comfortable capital structure. "hese players are capable of funding
their significant investment plans over the medium term without resorting to any large
borrowings. Moreover the ongoing capacity expansions are based largely on
outsourcing models which aim at better sharing of risks with component suppliers
and lower the break,even levels. "he significant export drives being made by the
leading %V players are likely to lower the risks arising from concentration on the
domestic market and mitigate the impact of cyclical downturns to an extent.
Market segmentation
(. "arget Market survey
3. %ustomer 8eedback
7. $resentation of analysed data
!0er0iew
Daipur market has a good number of potential customers for the commercial
vehicles. Main players in the field are "-"- Motors -shok layland 0icher Motors
Mahindra. Mainly the customers to whom we met are "ransport companies in Daipur.
5e met around :== customers of commercial vehicles in the market of Daipur and
collected the primary data regarding 0icher motors to get the main objective of
Mmarket mapping of 0icher motors.
Market SegmentationI
*ifferent %ustomers have different and specific types of needs and demands in the
''
market according to which they acts in the market .%ustomers need and demand
differs in the sense of sex age geographical regions climatic conditions etc....
8or exampleI , In hilly areas a customer will prefer a bus having powerful engine
rather then having better speed.
Market Segmentation can be defined as similar needs demands and characteristics
regarding a particular type of product. Selecting any particular type of customers
having 4ence to identify a specific group of people having similar characteristics
needs and demands at any particular geographical region market segmentation is
important .It seems much effective techniBue rather then working randomly for the
identification of the target market.
*uring this process we identified the market where we can proceed to survey and
can get valuable information from the target market so that the facts and figures can
be collected and farther can be used for the marketing purpose.

Areas w/ic/ we segmented from t/e Daiper market are
(. "ransport nagar
3. V.!.I -rea
7. Muhana Mandi
2. -utomobile 'agar
:. Dalupura
<. %handi ki "aksal
6. %hotti %hoppar
;. Sansarchand road
9. Sindhi %amp
(=. *urgapura
Market $ur0e(.
In this field we had collected facts and figures of commercial vehicles in the Market
of Daipur and make conclusion on the basis of this .
Market explanationI
Transport #agar
"ransport 'agar is widely depressed market for transport companies having a
'(
less number of potential customers of 0icher motors. %ompanies like -shock
/ayland "ata motors dominates in this field .-ccording to survey report 0icher
motors lagging behind because of the following reasonsI,
(. %oastally spare parts
3. /ack of authoriFed workshops of 0icher motors
7. 8reBuent Maintenance reBuirement.
2. )esale price is less
Automo'ile #agar
5e had surveyed about <= companies in the -utomobile 'ager. "here are
potential customers of heavy vehicle mainly of trucks. .ut there is a need to grab
the opportunity by 0icher Motors in the market as the goodwill of the "ata motors in
the market is seems to be better. %ustomer are mainly focused on or demanding
trucks which can bear overload fuel efficient less maintenance easy availability of
work shops.
3:-:I industrial area
V.!.I industrial area has a large and scattered type of pattern of transport
companies. -ccording to the market survey it is a bigger market of heavy commercial
vehicles especially of trucks. - large number of transport companies locates here
and hence plays an important role in the commercial vehicle market of Daipur .It
includes road number ( to (:. -ccording to the survey of market most of the
transport companies owns the $roduct of "ata and ashock layland and in future also
they interested in the same .0icher seems to be at back foot because of two main
common reason among all i.e.
(. 0icher "rucks are less able to bear overloading in comparison to "ata and trucks
of -shock /ayland.
3. 4aving less number of workshops is the Daipur area is the major drawback.
Mu/ana MandiF$anganer
"he transport companies in the Muhana Madi are situated on the basis of
Mandi market .Sabji Mandi of Muhana market always needed transporters to
transport eatable materials. Muhana Mandi is a market of large and heavy as well as
')
small commercial vehicles. "here were customers of trucks but less in numbers.
Some transporters had just purchased the trucks and some are still interested in
purchasing.
!t/er areas
In other areas of Daipur like %hand pole Dalupura sansar chand )oad and .adi
%hopper there is a large number of transport companies situated and hence create a
market for commercial vehicle industry. "here are hot as well as cold customers to
whom we meet and get the information regarding their transport vehicle.
5e collected information regarding the commercial vehicle they owned and vehicle
which they want to buy in the future .we concluded about their reactions and
experiences in the market regarding the commercial vehicles .5e come to know that
"ata Motors is in leading role in Daipur area in trucks and buses. "he major reason
behind this success of "ata Motors is customer satisfaction by maintaining Buality at
reasonable price.
Customer feed'ack.*
(. -bout spare parts I ,
, 3: customers had complaint regarding this.
,Spare parts of 0icher trucks and buses are not easily available
,Spare parts are costly
3. -bout -verage and mileageI,
,0icher "rucks and buses provide better average and mileage
7. 8ast "rip -cceleration and space in containers are the positive points of 0icher
trucks
:. 0icher trucks are seems to be best suitable for caring agricultural eBuipments and
machineries.
2. &oodwill.
,0I%40) product have goodwill in some areas of jaipur according to our
survey.
'*
, "ata is leading in this goodwill factor
:. %#S".
,%ustomers expects better discount from 0icher Motors
,-ccording customers "ata is providing better services to their values spend
<. M-I'"0'-'%0.
, Maintenance reBuired is more than "ata in 0icher trucks.
6. Service centresI,-bout 7: customers complained regarding this.
,/ack of service centres of 0icher motors in the area
"able of Survey report of some transport companies for feedback

%ustomers %ostly Spare
$arts
/ack of
5#)!S4#$
.ear less
#V0)/#-*I
'&
0'&I'0
capacity
8I'-'%0
S%40M0
)athore
transport com.
V)/ /ogistics
'ew &olden
transport com.
D-I' transport
com.
#9'ew
Shekhawati
transport com.
'+
&eetangali
"ours and
"ravels
T(pe of $ur0e( in 0arious market of ;aipur
Market %escription $ur0e(s.
8or determining the siFe and relative share of the market. Such studies provide key
information for determining market growth competitive positioning and tracking
share of market. "he %0# usually wants to know this information. Industry consortia
often commission this type of study.
L.(. 5hich %ompany Vehicle is being used by you T
?-@. "-"- Motors
?.@ -shok /ayland
?%@ 0icher Motors
?*@ Mahindra
=- Pie .hart &h#$in% the number #! .u&t#mer& #! di/erent .#mpanie&.
(,
Market 1rofiling9$egmentation $ur0e(s.
*irected at identifying who the customers are who they are not and why they are or
are not your customers. "his is often a descriptive market segmentation and market
share analysis.
L.3. 5ho are the customers of commercial vehicles T
@- Pie .hart &h#$in% .u&t#mer& a& #r%ani&ati#n .
$tage in t/e 1urc/ase 1rocessFTracking $ur0e(s.
5here the customer is along the purchase process. "he aggregation of this
information provides information about the diffusion of innovation process for the
market and product as a wholeY 5hat are the levels of -warenessJ!nowledgeJ
IntentionJ $urchaseJ )epurchaseT
(1
L.7. *id it met all the expectation that you aspired from the product before
purchasingT.
A- Pie .hart &h#$in% &ati&!a.ti#n e0e #! the .u&t#mer a!ter pur.ha&in% #!
Ei.her .#mmer.ia pr#du.t&.
Customer Intention91urc/ase Anal(sis $ur0e(s.
*irected at understanding the current customer. 5hat motivates the customer to
move from interest in the product to actual purchaseT +nderstanding this process
and how it can be improved is the key to customer conversion commitment and
loyalty study.
L.2. 5hich factor a customer prefers in their %ommercial Vehicle $roductT
,Mileage
,-verage
,Maintenance
,Speed
,5heelbase ?mm@
,/oading
,Steering
,.rakes
,'o. of seats
,"ype #f Seats
,0ngine J "ype
,0ngine , Max $ower
,0ngine , Max "orBue
Customer Attitudes and E6pectations $ur0e(s.
($
4ow does the current product meet customer expectations and what attitudes have
customers formed about the product and/or companyT -ttitudes and expectations
analysis can be used in a variety of situations such as directing advertising and
improving customer conversion commitment and loyalty.
L.:. *id the 0icher motors product met all your expectations which u aspired before
purchasing itT
(%
L.< -re you satisfied by the product of 0icher motors u purchased

1ie c/art s/owing satisfaction le0el of Eic/er Motors customers
-ns., ?-@ 1es , 36H ?.@ 'o , :;H
?%@'o )esponse , (:H
Customer Trust9o(alt(9Retention Anal(sis $ur0e(s.
0specially appropriate for the study of shopping goods ?and other high priced goods@
because of the magnitude of the decision process for the customers the long
purchase process ?time from need recognition to purchase@ and depth of consumer
attitudes formed about the product and/or company.
L.<.5ould you recommend eicher product T
(&

1ie c/art s/owing t/e trust and lo(alt( relation wit/ t/e compan(
-ns., (. 1es , <:H 3. 'o , 7: H
#ew 1roduct Concept Anal(sis $ur0e(s.
%oncept test studies are appropriate in the initial screening of new product concepts.
/ikes and dislikes about the concept and evaluation of acceptability and likelihood of
purchase are especially useful measures.
L.6. 5hat major improvement you like in the product T
-ns., (.5orkshops
3. #verload bearing capacity
7. %heap and easy availability of spare parts
2./ess maintenance
#ew 1roduct Acceptance and %emand $ur0e(s >Con;oint?.
%onjoint analysis studies are implemented primarily for the estimation of demand for
new products. "ypically these products can be described or have been developed in
drawing or concept but have not yet been developed physically. %onjoint analysis
('
allows the manager to develop market share estimates to find which of the
alternative potential products offer the greatest market promise.
L. 5hich companies product u prefer to buy in the commercial vehicles.?only bus
and truck@
1ie c/art s/owing t/e customer preferences in purc/asing
commercial 0e/icles
-ns.(. "ata motors J <=H 3.-shock laylend J 3=H 7.0icher Motors , (:H
2. Mahindra J :H
1roduct "ulfilment $ur0e(s >Attri'uteG "eaturesG 1romised Benefits?
$roducts contain bundles of benefits ?both tangible and image@ that are promised to
the user. "he product fulfilment study determines if the expectations created for the
product by advertising packaging and the produce appearance are fulfilled when
the product is used.
L. -re u satisfied with the promised benefits with the eicher products.
((
1ie c/art s/owing customer satisfaction wit/ t/e promised 'enefits
-ns., 1es , 2= H 'o , <=H
Test Market $ur0e(s >1roduct &se and Accepta'ilit( E0aluation?
"est markets are conducted to determine the actual buyer response to a new product
offering. "est market evaluation is most often concerned with evaluation of the
product purchase process evaluation of the product and marketing materials used in
the test market.
L. &rades to the 0icher commercial vehicle products on the basis of overall
performance
()
1ie c/art s/owing t/e grades gi0en to t/e Eic/er Motors on t/e 'asis of
o0erall satisfaction
-ns. ?a@ &rade M-N J (=H ?b@ &rade M.N J 2=H ?c@ &rade M%N J 7=H
?d@&rade M*N J 3=H
Brand EHuit( Anal(sis $ur0e(s.
.rand eBuity analysis focuses on the measurement of the psychological value that a
brand carries with it. .rand eBuity is described in the marketing literature as being a
composite of brand awareness brand Buality brand associations and brand loyalty.
0ach of these concepts can be measured. "here is no formal procedure for
combining all items into a single overall MvalueN or MscoreN that measures brand
eBuity.
(*
L. &oodwill of 0icher motors in comparison with its competitorsT
1ie c/art s/owing t/e goodwill of eic/er motors and its competitors in
t/e market
$ales "orce Effecti0eness $ur0e(s.
Sales force effectiveness evaluation is a combination of measures that focus on the
activities the level of performance associated with those activities and the
effectiveness in terms of producing the desired and measurable effect or goal. #ften
sales force effectiveness is measured as a multiple part survey completed by the
sales person the client ?evaluating the sales call@ and the supervisor responsible for
evaluating the sales person.
(+
L. Is your relationship is good with sales department of the eicher motors
BPie .hart &h#$in% .u&t#mer reati#n&hip $ith the Ei.her M#t#re .#mpan1.
$ales ead 5eneration $ur0e(s.
Sales lead generation surveys are an effective online tool forI,
?(@ assuring timely use and follow,up of sales leads
?3@ Bualifying sales leads ?thereby saving valuable sales force time@ and
?7@ providing more effective tracking of sales leads.
L. -re you satisfied with the delivery services of 0icher motorsT
),
Fi%ure 2- Pie .hart &h#$in% the &ati&!a.ti#n e0e #! .u&t#mer& re%ardin%
dei0er1 &er0i.e&.
-ns, 3:H 1es
<:H 'o
(=H #thers ?'o response@
)1
BIBI!5RA1H2
1rimar( %ata.*
0icher #ffice
0icher %ustomer
Industries E 8actory
0ducational Institute
$econdar( %ata.*
(. 0icher broachers
3. 5ebsitesI,
www.eicherworld.com
www.wikipedia.com
www.scribed.com
www.mbaguyes.com
www.managementparadise.com
7. .ooks E MagaFineI,
Marketing management ?$hilip !otler @
"imes of India
.usiness 5orld
0conomics "imes
)$