A

SUMMER TRAINING PROJECT REPORT

ON
“CUSTOMER SATISFECTION OF TATA MOTORS”

Submitted As partial fulfillment for the award of

MASTER OF BUSINESS ADMINISTRAT

2018-2020

CORPORATE GUIDE SUBMITTED To

Mr. Anurag Pandey MR RAJENDRA TIWARI
(HR Manager) (HOD)

SUBMITTED BY:
ABHISHEK KUMAR
ROLL NO. 1864170001(M.B.A.) 3RD
ASHOKA INSTITUTE OF TECHNOLOGY & MANAGEMENT
VARANASI, PAHARIA SARNATH

1
DECLARATION

2
 DECLARATION

I ABHISHEK KUMAR(ROLL No. 1864170001), hereby declare that this project

entitled “CUSTOMER SATISFECTION ” is a bona-fide record of research work
done by me, in partial fulfillment of the requirements for the award of MBA from
ASHOKA INSTITUTE OF TECHNOLOGY AND MANAGEMENT
VARANASI and has not been published anywhere else prior to this.

(ABHISHEK KUMAR)

3
ACKNOWLEDGEMENT

4
 ACKNOWLEDGEMENT

It is indeed a moment of immense gratefulness for me to express my deepest

gratitude to SUYASH MOTORS for providing me an opportunity to carry out
internship into their company. I also take this moment to express my gratitude to
MR.RAJENDRA TIWARI, HR manager of the SUYASH MOTORS under whose
guidance I could conduct my summer training on-
“CUSTOMER SATISFECTION”.

I am highly indebted and thankful to each and every person who devoted valuable
time out of their busy schedule to fill-up the questionnaire in the time. I am also
thankful to our faculty and classmates for their suggestion and support to
undertake this work and also during the course of study.

5
PREFACE

6
 PREFACE

The M.B.A program is well structured and integrated course of business

studies. The main objective of practical training at M.B.A level is to develop
skill in student by supplement to the theoretical study of business
management in general. Industrial training helps to gain real life knowledge
about the industrial environment and business practices. It provides student a
fundamental knowledge of business and organizational functions and
actives, as well as an exposure to strategic thinking of management. In every
professional course, training is an important factor. Professors give us
theoretical knowledge of various subjects in the college but we are
practically exposed to such subjects when we get the training in the
organization. Through the training I came to know that what an industry is
and how it works. I learned about various departmental operations being
performed in the industry, which would, in return, help me in the future
when I will enter the practical field. Training is an integral part of M.B.A
and each and every student has to undergo the training for 45 days in a
company and then prepare a project report on the same after the completion
of training.

7
TABLE OF CONTENT

8
 TABLE OF CONTENT

Serial Particulars Page no.

no.
1. Introduction
2. History of the company
3. Profile of the organization
4. Mission and Vision of Company
5. About the Topic
6. Objective of the study
7. Scope of the study
8. Research methodology
9. Sample design
10. SWOT analysis
11. Data interpretation and analysis
12. Findings
13. Suggestion
14. Limitation
15. Recommendation
16. Bibliography
17. Annexure

9
PART -1

10
INTRODUCTION

11
 INTRODUCTION

India is an emerging country with huge potential. The domestic economy is now
growing at around 9-10% per annum and India’s importance in global terms is being
reinforced by rapidly rising exports and domestic consumption. At 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 GDP figure past the
trillion-dollar (42,00,000 crore) mark.

The automotive industry is at the centre of India’s new global dynamic. T 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. Expectation are high that India can develop as a global hub for
vehicle manufacturers and as an outsourcing center that offers the global automotive
industry solution high up the automotive value chain.

 India eyes 25 million automotive jobs.

 India's GDP is set to double over the next decade

 In percentage terms, the automotive industry's contribution should also

double.

 In dollar terms, the sector's contribution is set to quadruple to some $145bn.

The automobile industry in India accounts for a business volume of $45 billion and
has the potential to grow much faster both through Indian as well as international
manufacturers who have established huge facilities in the country.

With 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.

The country is already off to a good start, with a well -developed components

12
industry and a production level of 1 million four -wheeled vehicles a year, plus a
further 5 million two- and three-wheelers.

The implications, market drivers and scope of a future massive Indian vehicle
market are covered in the India Strategic Market Profile, a brand -new forecast of
Indian automotive and related activity to 2020. Base d on Max Pemberto's unique

relational long-term forecasting model, it forecasts car and CV sales, demographics,

materials usage, auto industry employment, and explains their inter - year of healthy
growth in auto industry.

INDUSTRY GROWTH:

13
Future of the Automobile in the Economy :

US based consultancy, keystone predicts that India will become world’s third largest
automobile market by 2030. Overall size expected to exceed 20 million with
compounded annual growth rate of over 12%.

14
 INDIA THEN & NOW

In 1983:

 Number of brands 2

 Number of models 2

In 2012:

 Number of brands 30

 Number of models 70

15
 HISTORY OF THE COMPANY

1.

Tata Motors launches its first truck in collaboration with Mercedes -

Benz.

Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji
Nussarwanji Tata and J. Baker. The company was established in 1945 as a
locomotive manufacturing unit and later expanded its operations to commercial
vehicle sector in 1954 after forming a joint venture with Daimler -Benz AG of
Germany.

16
 2.TATA Indica

The first generation Tata Indica

After years of dominating the commercial vehicle market in India, Tata Motors
entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi
utility vehicle. After the launch of three more vehicles , Tata Estate (1992, a station
wagon design based on the earlier

'Tata Mobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata
Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998,
the first fully indigenous passenger car of India. Though the car was initially
panned by auto-analysts, the car's excellent fuel economy, powerful engine and
aggressive marketing strategy made it one of the best selling cars in the history of
the Indian automobile industry. A newer version of the car, named Indica V2, was a
major improvement over the previous version and quickly became a mass -favourite.
A badge engineered version of the car was sold in the United Kingdom as the Rover
City Rover.

Tata Motors also successfully exported large quantities of the car to South Africa.
The success of Indica in many ways marked the rise of Tata Motors.

17
3. TATA Brads

DAEWOO ACQUISITION

Tata Novus is one of the best selling commercial trucks in South Korea. Wi th the
success of Tata Indica, Tata Motors aimed to increase its presence worldwide. In
2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The
reasons behind the acquisition were:

 Company’s global plans to reduce domestic exposure. The domestic

commercial vehicle market is highly cyclical in nature and prone to
fluctuations in the domestic economy. Tata Motors has a high domestic
exposure of ~94% in the MHCV segment and ~84% in the light commercial
vehicle (LCV) segment. Since the domes tic commercial vehicle sales of the
company are at the mercy of the structural economic factors, it is
increasingly looking at the international markets. The company plans to
diversify into various markets across the world in both MHCV as well as
LCV segments

 To expand the product portfolio Tata Motors recently introduced the 25MT
GVW Tata Novus from Daewoo’s (South Korea) (TDCV) platform. Tata
plans to leverage on the strong presence of TDCV in the heavy -tonnage
range and introduce products in India at an appropriate time. This was
mainly to cater to the international market and also to cater to the domestic
market where a major improvement in the Road infrastructure was done
through the National Highway Development Project.

 Tata remains India's largest heavy commercial vehicle manufacturer and

Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in
South Korea. Tata Motors has jointly worked with Tata Daewoo to develop
trucks such as Novus and World Truck and buses namely, GloBus and Star
Bus.

HISPANO CARROCERA

18
Hispano Divo at the 2008 FIAA in Madrid In 2005, sensing the huge opportunity in
the fully built bus segment, Tata Motors became acquired 21% stake in Hispano
Carrocera SA, Aragonese bus manufacturing company giving itcontrolling rights of
the company.

JAGUAR CARS AND LAND ROVER

After the acquisition of British Jaguar Land Rover (JLR) business, which also
includes the Rover, Daimler and Lanchester brand names Tata Motors became a
major player in the international automobile market.

On 27 March 2008, Tata Motors reached an agreement with Ford to purchase their
Jaguar and Land Rover operations for US$2 billion. The sale was completed on 2
June 2008 Tata has gained the rights to the Daimler, Lanchester, and Rover brand
names.

In addition to the brands, Tata Motors has also gained access to 2 design centers
and 3 plants in UK. The key acquisition would be of the intellectual property rights
related to the technologies.

JOINT VENTURES

19
Tata Marco Polo released this low-floor bus in India and now it is
widely used as public transport

In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors
acquired 21% stake in Hispano Carrocera SA, Aragonese bus manufacturing
company and introduced its highend inter -city buses in the country.

Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A., a
Brazil-based global leader, lead by Brian Behrle, in bus body building. This joint

venture is to manufacture and assemble fully-built buses and coaches targeted at

developing mass rapid transportation systems.

The joint venture will absorb technology and expertise in chassis and aggregates
from Tata Motors, and Marcopolo will provide know -how in processes and systems
for bodybuilding and bus body design.

CORE VALUE OF TATA

At the Tata Group our purpose is to improve the quality of life of the communities
we serve. We do this through leadership in sectors of national economic
significance, to which the Group brings a unique set of capabilities .

 FIVE CORE VALUES

The Tata Group has always sought to be a value-driven organization. These values
continue to

direct the Group’s growth and businesses. The five core Tata values underpinning
the way we dobusiness are:

Integrity : We must conduct our business fairly, with honesty and transparency.
Everythingwe do must stand the test of public scrutiny.

20
Understanding : We must be caring, show respect, compassion and humanity for
our colleagues and customers around the world, and always work for the benefit of
the communities we serve.

Excellence : We must constantly strive to achieve the highest possible standards in

our day-today work and in the quality of the goods and services we provideand
mutual cooperation.

Responsibility : We must continue to be responsible, sensitive to the countri es,

communities and environments in which we work, always ensuring that what comes
from the people goes back to the people many times over.

21
PROFILE OF THE ORGNIZATION

22
Tata is a rapidly growing business group based in India with significant
international operations. Revenues in 2007 -08 are estimated at $62.5 billion (around
Rs251,543 crore), of which 61 per cent is from business outside India. The Group
employs around 350,000 people worldwide. The Tata name has been respected in
India for 140 years for its adherence to strong values and business ethics.

The business operations of the Tata Group currently encompass seven business
sectors: communications and information technology, engineering, materials,
services, energy, consumer products and chemicals.

The Group’s 27 publicly listed enterprises have a combined market capitalization of some $60
billion, among the highest among Indian business houses, and a shareholder base of 3.2 million.
The major companies in the Group include Tata Steel, Tata Motors, Tata Consultancy Services
(TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications

The Group’s major companies are beginning to be counted globally. Tata Steel
became the sixth largest steel maker in the world after it acquired Corus. Tata
Motors is among the top five commercial vehicle manufacturers in the world and
has recently acquired Jaguar and Land Rover. TCS is a leading global software
company, with delivery centres in the US, UK, Hungary, Brazil, Uruguay and
China, besides India. Tata Tea is the second largest branded tea company in the
world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s
second largest manufacturer of soda ash. Tata Communications is one of the world’s
largest wholesale voice carriers.

23
In tandem with the increasing international footprint of its companies, the Group is
also gaining international recognition. Brand Finance, a UK -based consultancy
firm, recently valued the Tata brand at $11.4 billion and rank ed it 57th amongst the
Top 100 brands in the world.

Business week ranked the Group sixth amongst the World’s Most Innovative
Companies. And the Reputation Institute, USA, recently rated it as the World’s
Sixth Most Reputed Firm.

Founded by Jamsetji Tata in 1868, the Tata Group’s early years were inspired by
the spirit of nationalism. The Group pioneered several industries of national
importance in India: steel, power, hospitality and airlines.

In more recent times, the Tata Group’s pioneering spirit has been showcased by
companies like Tata Consultancy Services, India’s first software company, which
pioneered the international delivery model, and Tata Motors, which made India’s
first indigenously developed car, the Indica, in 1998 and recently unveiled t he
world’s lowest-cost car, the Tata Nano, for commercial launch by end of 2008.

The Tata Group has always believed in returning wealth to the society it serves.

Two thirds of the equity of Tata Sons, the Tata Group’s promoter company, is held
by philanthropic trusts which have created national institutions in science and
technology, medical research, social studies and the performing arts.

The trusts also provide aid and assistance to NGOs in the areas of education,
healthcare and livelihoods.

Tata companies also extend social welfare activities to communities around their
industrial units. The combined develop men related expenditure of the Trusts and
the companies amounts to around 4 per cent of the Group’s net profits.

Going forward, the Group is focusing on new technologies and innovation to drive
its business in India and internationally. The Nano car is one example, as is the Eka

24
supercomputer (developed by another Tata company), which in 2008 is ranked the
world’s fourth fastest.

TheGroup aims to build a series of world class, world scale businesses in select
sectors.

Anchored in India and wedded to its traditional values and strong ethics, the Group
is building a multinational business which will achieve growth through excellence
and innovation, while balancing the interests of its shareholders, its employees and
wider society .

25
MISSION AND VISION OF
COMPANY

26
 Mission and Vision

TATA MOTORSCommercial Vehicle Business Unit (CVBU)Our Vision. To be a world class

corporate constantly furthering the interest of all its stakeholders.Our MissionShareholders: To
consistently create shareholder value by generating returns in excess of WeightedAverage Cost
of Capital (WACC) during the upturn and at least equal to Weighted Average Cost of Capital
(WACC) during the downturn of the business cycle.

Customers: To strengthen the Tata brand and create lasting relationships with the customers
byworking closely with business partners to provide superior value for money over the life
cycle.Employees: To create a seamless organization that incubates and promotes innovation,
excellence andthe Tata core values.Vendor and Channel Partners: To foster a long-term
relationship so as to introduce a broad range of innovative products and services, that would
benefit our customers and other stakeholders.
Community: To proactively participate in reshaping the country’s economic growth. To take a holistic
approach towards environmental protection Passenger Car Business Unit (PCBU)

Vision

To develop TATA into a world class Indian car brand for innovative and superior value
vehicles.World class in:-

The Tata Motors Group's over 60,000 employees are guided by the mission "to be passionate
inanticipating and providing the best vehicles and experiences that excite our customers
globally."

With over 4,500 engineers, scientists and technicians the company's Engineering Research
Centre,established in 1966, has enabled pioneering technologies and products. The company
today has R&Dcenters in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea,
Spain, and the UK.

27
ABOUT THE TOPIC

28
 About the Topic

Customer satisfaction is a term frequently used in marketing. It is a measure of how products and
services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as
"the number of customers, or percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and
constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common
Language in Marketing Project. In a survey of nearly 200 senior marketing managers, 71 percent
responded that they found a customer satisfaction metric very useful in managing and monitoring their
businesses.

It is seen as a key performance indicator within business and is often part of a Balanced Scorecard. In a
competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key
differentiator and increasingly has become a key element of business strategy.

"Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." "Customer satisfaction data are among the most frequently collected
indicators of market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship
between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."

29
 PRODUCT PROFILE

1. Multi Utility Vehicles

TATA SUMO GRANDE

Feature:
ENGINE :2179 cc, 16 valve DICOR
MAX POWER :118bhp@4000rpm
MAX TORQUE :250nm@1500-3000rpm
GEAR :5 speed manual
SUSPENSION : FRONT-indepndent,Double wishbone with coil springs
REAR -Parabolic leaf springs
BRAKES : FRONT-Vacuum assisted independent hydraulic disc
REAR –Drum
LENGTH : 4421 mm

30
WIDTH :1780 mm
HEIGHT :1940 mm GROUND CLEARANCE :180
mmWHEELBASE :2550 mm KERB WEIGHT :1940 mm

TATA SAFARI

Features:-

Displacement: 2179cc, DOHC, VTT, DiCOR

Engine Type: Diesel
Maximum Power: 140 Bhp @ 4000 rpm
Maximum Torque: 320 Nm @ 1700 rpm
Length: 4650 mm
Width: 1918 mm
Height: 1925 mm
Seating Capacity: 7
Tyre Size: 235/70 R16 105S

Suspension: Ind Double Wishbone with

Torsion bar
Boot Space: 981.00 ltrs.
Steering: Power

31
Brakes: Front Ventilated, Rear Disk
Gears: 5 Manual

195.00 mm
Ground Clearance:

Kerb Weight: 2040.00 kgs.

Fuel Tank: 65.00
Body Color Bumpers: 
Tachometer: 
Alloys: 
ORVM Indicator: 
Xenon Headlamps: 
Trip Meter: 2
Headlamp Washer: 

Airbag: 2

TATA SUMO VICTA

Features:-

32
Model Sumo Victa

Body Type Station wagon / estate

Number Of Doors 5

Seating Capacity 7

Fuel Capacity 65 Litres

Dimensions

Length 4505 mm

Width 1726 mm

Height 1976 mm

Wheelbase 2400 mm

Ground Clearance 160 mm

Minimum Turning Radius 4.9 m

Weight

Kerb Weight 1820 kg

Engine

Type 1948 cc diesel engine

Number Of Cylinders 4

Displacement 1948 cc

Transmission Manual

Max. Power 90 PS @ 4300 rpm

Max. Torque 19 kgm @ 2500 rpm

33
Suspension

Front Suspension Independent

Rear Suspension Parabolic leaf springs

Brake

Front Disc

Rear Drum

Steering Type Power steering

Tyre Size 215 R 15 Radial

2.Passenger Cars

TATA INDICA VISTA

Feature:-

Overview

Make Tata

34
Model Indica Vista

Body Type Hatchback

Number Of Doors 5

Seating Capacity 5

Dimensions

Length 3795 mm

Width 1695 mm

Height 1550 mm

Wheelbase 2435 mm

Ground Clearance 165 mm

Engine

Type Direct Injection Common Rail Turbo-charged Inter-

cooled (petrol)
Quadrajet – Diesel
Turbo Diesel Injection - Diesel

Number of Cylinders 4

Displacement 1172cc (Petrol Safire)

1248cc (Quadrajet Diesel)
1405cc Turbo Diesel Injection (TDi)

Transmission Manual

Max. Power 65 bhp @ 5500 rpm (Petrol Safire)

75 bhp @ 4000 rpm (Quadrajet Diesel)
71 bhp @ 4500 rpm (TDi)

Max. Torque 96 Nm @ 3000 rpm (Petrol Safire)

190Nm @ 1750 rpm (Quadrajet Diesel)
135 Nm @ 2500 rpm (TDi)

Suspension

35
Front Suspension McPherson Strut

Rear Suspension Semi independent coil

Brakes

Front Disc

Rear Drum

TATA NANO

Features:-

Items/Variants Nano Nano CX Nano LX

AC with Heater - Yes Yes
Front Power Windows - - Yes
Cup Holders in Front Console - - Yes
IRVM Plain Plain Antiglare
High End
Gear Shift Console Basic Basic Console with
Provision for

36
 Mobile Charger/
Cigarette lighter
Magazine and coin Holder on Moulded Door
- -
all doors Trim
Map pocket Integral with Driver Separate plastic
Fabric pocket Fabric pocket
& Codriver Seat trim
Front Seat Headrests Integrated Integrated Integrated
Integrated (With Integrated (With
Rear Seat Headrests -
Nap Rests) Nap Rests)
Sunvisor on Driver & Passenger
Yes Yes Yes
side
Yes (With Yes (With
Driver Seat with Slider Yes
Recliner) Recliner)
Yes (With Yes (With
Passenger side Seat with Slider -
Recliner) Recliner)
Front assist grips Yes Yes Yes
Rear assist grips Yes Yes Yes
Integral feature Integral feature
Integral feature through through
Head lamp levelling through innovative innovative innovative
suspension design suspension suspension
design design
Low Fuel Warning Lamp Yes Yes Yes
Rear Seat Folding Yes Yes Yes
Integral feature Integral feature
Integral feature
through through
Intrusion beam through innovative
innovative door innovative door
door system design
system design system design
Radial Tubeless tires Yes Yes Yes

Comparison
Nano Maruti 800 Alto Santro
Base Model Nano M800 Std Alto Santro Non-AC
Plus Air Conditioner Nano M800 AC Alto LX/LXi Santro GL/GLS

37
 CX/LX
Nano Feature Not
Plus Heater Alto LX/LXi Santro GL/GLS
CX/LX Available
Nano
Plus Tinted Glasses M800 AC Alto LX/LXi Santro GL/GLS
CX/LX
Fully Loaded Nano LX M800 AC Alto LXi Santro GLS
Feature Not Feature Not
Plus Front Power Windows Nano LX Santro GLS
Available Available
Plus Body Colored Santro GLS (Only
Feature Not Feature Not
Bumper,Door Handle & Nano LX Body Colored
Available Available
ORVM Bumper)
Feature Not Feature Not
Plus Central Locking Nano LX Santro GLS
Available Available
Plus Front & Rear Fog Feature Not Feature Not
Nano LX Feature Not Available
Lamp Available Available
Technical Specifications
Length 3099 metres
Width 1495 mm
Height 1652 mm
Engine 2 cylinder
Capacity 624 cc
Power 35 PS
Fuel Injection Multi Point Fuel Injection (MPFI)
Fuel Type Petrol, diesel versions
Body Type Sheet Metal
Seating Capacity 4 (Four)
20-22 Kmpl (City drive)
Mileage
26 Kmpl (Highways)
Top Speed 105 K.M
Emission Norms Euro-IV, Bharat Stage-III compliant
Safety Norms Frontal Crash Tested

38
 Versions One Standard and Two Deluxe
Compression ratio 9.7:1
Power to weight ratio 0.58
Acceleration 0-60 kmph: 8 secs
Synchromesh on all forward gears,� sliding mesh on reverse gear
Transmission
with overdrive on 4th gear
Gearbox 4 forward speeds, 1 reverse, all forward gears synchronized
Suspension Front Independent mcpherson strut, shock absorber
Suspension Rear Semi trailing arm, coil spring with gas filled shock absorber
Brake Type Dual Circuit, Vertical Split operated by tandem master cylinder
Front Brake 180 mm drum
Rear Brake 180 mm drum
Tyre Type Radial & Tubeless
Front Tyre Size 135/70 R12
Rear Tyre size 155/65 R12
Min. Turning circle
4 meters
radius
Ground Clearance 180 mm
Fuel Tank Capacity 15 Litres
Battery Position Semi sealed under the driver's seat

39
 FIAT LINEA

Features:-

Name: Linea
Model: Diesel Emotion
Sedan
Car Body Type:
C+ Segment
Segment:
168
Top Speed:

Fuel Consumption:
18.00 kmpl.
Highway

Fuel Consumption:
14.00 kmpl.
City
N/A
Warranty:
VERDICT
Superb Looks
FOR Feature Rich
Reasonably Priced

40
 AGAINST Fiat's Poor Reputation
1248cc, Multijet, 4 cylinders
Displacement:
Diesel
Engine Type:
93 Bhp @ 4000 rpm
Maximum Power:
209 Nm @ 2000 rpm
Maximum Torque:
4560 mm
Length:
1730 mm
Width:
1487 mm
Height:
5
Seating Capacity:
195/60 R15
Tyre Size:
Double acting Telescopic Dampers & Stabilizer Bar
Suspension:
5.55 mtrs.
Turning Circle:
Boot Space: 500.00 ltrs.
Power
Steering:
Front Disk, Rear Drum
Brakes:
5 Manual
Gears:
161.00 mm
Ground Clearance:
1291.00 kgs.
Kerb Weight:
45.00
Fuel Tank:

Body Color Bumpers:

Tachometer:


Alloys:

41
 
ORVM Indicator:


Xenon Headlamps:
2
Trip Meter:


Headlamp Washer:
Airbag: 

Parking Sensors: 


Fog Lamp:

Traction Control: 

EBD: 

ABS: 

Rear Seat Belts: 3

FIAT PUNTO

Features:-

Name: Punto 1.4

Model: Dynamic
Car Body Type: Hatchback

42
 Segment: B+ Segment
Top Speed: 182
Fuel Consumption:
15.00 kmpl.
Highway
Fuel Consumption:
12.00 kmpl.
City
Warranty: 2 Years Unlimited Mileage
Displacement: 1368cc, 16 Valve, DOHC, FIRE
Engine Type: Petrol
Maximum Power: 90 Bhp @ 6000 rpm
Maximum Torque: 115 Nm @ 4500 rpm
Length: 3987 mm
Width: 1687 mm
Height: 1495 mm
Seating Capacity: 5
Tyre Size: 165/80 R14
Suspension: Independent McPherson Struts, Teles Stabiliser Bar
Turning Circle: 5.40 mtrs.
Steering: Power
Brakes: Front Disk, Rear Drum
Gears: 5 Manual
Kerb Weight: 1145.00 kgs.
Fuel Tank: 45.00
Body Color Bumpers: 
Tachometer: 
Alloys: 
ORVM Indicator: 
Xenon Headlamps: 
Trip Meter: 2
Headlamp Washer: 

43
 FIAT PAILO

Features:-

Dimensions & Weight

Length (mm) 3827
Width (mm) 1620
Height (mm) 1440
Wheelbase (mm) 2373
Kerb Weight (kgs) 990
Seating Capacity 05
Engine
Model Designation Petrol 4 Cylinder FIRE
Valves per Cylinders SOHC, 2 Valves
Configuration SOHC
Displacement (cc) 1108
Suspension
Front Independent McPherson strut

44
 Torsion axle, coil springs, stabilizing bar and telescopic dual effect
Rear
shock absorbers
Brakes
Type Rack & Pinion Power Steering

Front / Rear Brakes Ventilated Discs/ Drum, Self adjusting Type

Tyres

Type Tubeless 165/80 R 13

Wheels 5.0 B X 13

Fuel Tank 47

Performance

Max. Horsepower
57 PS @ 5250 rpm
(ps/rpm)

Max. Torque (kg

92 Nm @ 2750 rpm
m/rpm)

Steering

Steering Type Rack & pinion Power Assisted

45
 INDIAN AUTOMOTIVE PLAYERS: OVERVIEW OF THE

PLAYERS IN THE INDIAN INDUSTRY

The Indian auto industry is highly competitive with a number of global and Indian auto
companies present. Hence, we have conducted an Inter company analysis of Tata with Mahindra
and Mahindra and Maruti Udyog, to get an idea of the company’s position (operation and
profitability) vis a vis its competitors.

INTER COMPANY ANALYSIS:

Key Players in the Indian auto industry – Passenger Cars

46
 DIRECT COMPETITORS OF TATA MOTORS

Tata motors is the flag bearer of the Indian manufacturing industry , being the first
Indian manufacturing company to have its own indigenously manufactured
passenger car and being the first to make forays into the global market . It is a
showcase for the whole industry with world class process management techniques
being incorporated . But inspite of all this Tata motors have not been able to make a
dent in the global market , neither in the passenger car market and nor in the heavy
commercial vehicles market. Although it holds the 2nd position in the passenger car
market in India, its increasingly feeling the heat from global competitors like
Hyundai , Suzuki etc.in the domestic market too.

 Suzuki: Suzuki through its subsidiary, Maruti Suzuki in the Indian market may
also be alarming. Maruti has aggressively launched family cars to undermine the
Tata models .

 Hyundai: The Indian subsidiary of the Korean auto major, Hyundai Motor
India is currently on an expansion mode and the company is planning to expand
its capacity and launch new models to maintain its share of around 20 per cent in
the growing Indian passenger car market. Hyundai Motors have high sale of i10
& i20. Park also pointed out the fact that the Korean auto major has plans to
launch new models with technology that models sold by competition do not
have. Hyundai Motors India said that the company is focusing is on the domestic
market as the demand is increasing.The officials of the company also said that
the ratio of domestic sales to exports for this year will be 58:42.

 Mahindra and Mahindra: JV with ITEC, North American leader in heavy

trucks. M&M has formed a 51:49 JV called Mahindra International with ITEC,

47
 USA (parent Navistar International), to manufacture commercial vehicles and to
bolster its position in the CV business. ITEC is the leader in medium and heavy
trucks and buses in North America, and is the world's largest manufacturer of
medium-duty diesel engines. Mahindra International aims to have a presence
across the CV market (6-35 tonnes GVW) with variants of passenger transport,
cargo and specialised load applications and is likely to start producing
medium/heavy commercial vehicles from FY09.

COMPANY POSITION OF TATA MOTORS

A fter more than two years, Tata Motors has dislodged Korea’s Hyundai Motors in
India from the second spot in monthly domestic passenger vehicle sales. The spurt
in Tata’s June numbers has primarily been due to a dramatic increase in sales of the
Nano, after the mother plant at Sanand in Gujarat went onstream last month, as well
as a surge in that of the Indigo.

Tata Motors’ domestic sales went up by 63.2 per cent in June, with the company
selling 27,811 units compared with 17,039 in the same month last year. Hyundai
saw its car sales grow by 18.9 per cent, selling 27,366 units.

Sales of the Nano, the much-reported small car of Tata, more th an doubled from an
average of 3,500 units in recent months to 7,704 in June, pushing up overall
numbers. The Indigo range recorded sales of 7,502 units, growth of 113 per cent
over June last year, when 3,522 units were sold.

A Tata Motors’ spokesperson sai d: “Going forward, our expectation would be to

maintain the No 2 position in the industry.”

Analysts said Tata would be able to sustain its growth in sales. “The newly -created
Nano segment has huge opportunities and, therefore, Tata Motors is likely to
sustain its numbers because of the higher volumes it will generate,” said Abdul
Majeed, national head of automotive practice in PricewaterhouseCoopers.

48
However, Hyundai executives said that as they made only passenger cars, unlike
utility vehicles made by Tata such as the Sumo, the comparison should be only
within the former category, where the Korean major is still No 2.

POLE POSITION

June’11 June ’12 Growth (%)

Maruti 61,773 72,812 17.9

Tata Motors 17,039 27,811 63.2

Hyundai 23,016 27,366 18.9

M&M* 18,154 17,573 -3.2

GM India 4,492 9,539 112.0

Ford India 1,982 7,269 267.0

Toyota
4,367 6,180 42.0
Kirloskar

Honda Siel 5,048 4,595 -8.9

Fiat India 2,474 2,137 -13.6

SkodaAuto
1,145 1,638 43.0
India

Total 139,490 176,920 26.8

Others are more sceptical of a Tata lead. “While Nano numbers are the pre -sold
orders and the company is only accelerating the deliveries from its new plant, we
need to wait and watch for at least a quarter to see if it is sustainable. Moreover,
Tata’s will need more products in the passenger car category to remain ahead of
Hyundai in the long run,” said Rakesh Batra, national head (automotive practice),

49
Ernst & Young. More, as Hyundai would be launching a small sub -Santro car,
whose date of launch has not been disclosed.

Buoyed by a spurt in demand, the overall passenger vehicles’ market continued its
steady growth, with sales up by 26.8 per cent in the month. As many as 176,920
units were sold by leading auto companies (see chart). Maruti Suzuki continu ed to
be in the top spot, selling 72,812 units, much ahead of the competition, a growth of
17.9 per cent. “The growth in June is extremely high as you must remember the
base was very high last year in June,” said R C Bhargava, chairman of Maruti
Suzuki. “The fundamentals of the economy are good and demand is picking up on
the back of new models. The industry is expect ing an annual growth of 12 per cent
in 2010-11”.

Many of the new car models have helped their companies to show good numbers.
GM India saw its sales go up 112 per cent in June, thanks to growing demand for its
recently launched Beat, which sold 3,415 units. Ford India has a three -month
waiting list for its small car, the Figo.

50
PART 2

51
 Objective of study

• To identify the factor that influence the customer satisfaction.

• To analyze after sales service of car.

• To study the opinion of the owners of car’s regarding its features like mileage, price etc.

• To study the customer satisfaction level.

52
 SCOPE OF THE STUDY

 The present study can be extended to access the present marketing condition of Indian
automobile sector.
 The study can be used to design a proper product, price, place and promotional strategy
for the market.
 From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
 The result of marketing success can be interpreted to assess the rate of employee
satisfaction in various departments.
 This study can be applied to find out an effective distribution channel to enhance the sale
of various products of Tata motors.

53
 RESEARCH
METHODOLOGY

54
 Meaning of Research
Research is a common parlance refers to a search for knowledge. One can also define research as
a scientific and systematic search for pertinent information on a specific topic. In fact, research is
an art of scientific investigation. The Advance Learner’s Dictionary of current English lays down
the meaning of research as “A careful investigation or inquiry especially through search for new
facts in any branch of knowledge.” Redman and Mory defines research as a ”Systematized
efforts to gain new knowledge.” Some people consider research as a movement, a movement to
from the known to unknown. It is actually a voyage of discovery. We possess the vital instinct of
inquisitiveness for, when the unknown confronts us, we wonder and our Inquisitiveness make us
probe and attain full and fuller understanding of the unknown.

55
 RESEARCH DESIGN
The research design is the determination and statement of general research approach of
strategy adopted for the particular product. It is the heart of the planning which the design
adheres to the research objected which will ensure that the needs will be served. My study is
based on Descriptive Research as it is invested to produce accurate descriptive of various
relevant to the decision faced without demonstrating that some relationship exist within
variable. It is used to measure the behavior variables of people of subject who are under the
study.

The research undertaken was descriptive research in nature. The emphasis was made to
understand the nature and the expectations of the customers.

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SAMPLE

57
 SAMPLING TECHNIQUES

The type of sampling that was carried out was probability (convenience) sampling due to limited
resources available.

In non-probability sampling, I have chosen RANDOM sampling. Because this was best
sampling method to do market survey. On the other aspect, to cover all consumers in Varanasi
was easy task.

SAMPLE SIZE

The total number of these selected persons is called sample size. In this case, study sample units
100

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 DATA COLLECTION METHOD

COLLECTING THE DATA

 Primary data
 Secondary data

Primary data:
Through survey researcher obtains primary data directly from the Reader through following
method.

 Questionnaires:-
Research’s instrument is questionnaires for collecting the primary data. This is very common and
flexible instrument.

Secondary data:

 Through Company Profile

 Through Newspapers
 Through Magazines

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SWOT ANALYSIS FOR TATA
MOTORS

60
 SWOT ANAYLSYS

STRENTHS

 The company is the world's fifth largest medium and heavy commercial
vehiclemanufacturer.

 Tata Motors is the first company from India's engineering sector to be listed in the New
York Stock Exchange (September 2004).

 The company has made major mergers and acquisitions in the recent past
viz.Ford and Land Rover (U.K.), Daewoo commercial vehicles company (Korea).

 The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, Australia, South East
Asiaand South Asia.
 I t h a s a s s e m b l y o p e r a t i o n s i n M a l a ys i a , K e n ya , B a n g l a d e s h , S p a i n ,
U k r a i n e , Russia and Senegal

WEAKNESSES
 There is a need for more service stations for its authorized dealers.
 The recent mergers and acquisitions were too expensive.
 Maintaining the good quality product at a comparatively low cost is becomingtough for
the company.

OPPORTUNITIES
 There has been a continuous increase in the exports of both commercial and passenger
vehicles of Tata Motors.

 Government has provided the companies with SEZ’s and EEZ’s with flexible policies
and also providing concessions for manufacturing plants meant for export.

 Though the urban market has been penetrated, the rural market is still open
for penetration.
 The average annual income of people in India has increased which ensures the demand
for both passenger and commercial vehicles. THREAT

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 The biggest threat for the company is the increasing prices of the raw material, most
important among them is steel.
 The interest rate on vehicle loans has been increased by the government several times
during the past few years which has lead to fall in the demand.
 Since the government has allowed 100% FDI in automobile sector lot of foreign players
have entered into the Indian automobile sector e.g. Hyundai, Toyota.

 There is also a rise in the number of domestic competitors in the recent years.21

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DATA ANALYSIS AND
INTERPRETATION

63
 DATA ANALYSIS AND INTERPRETATION

Q1 What is the Percentage of Tata owners?

INTERPRETATION:

YES NO

24% 76%
TATA OWNERS

 24% of the respondents were owners of TATA

 76% of the respondents were owners of Others.

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Q2 What is the Rating of Customer Satisfaction ?

INTERPRETATION:

SATISFIED DISSATISFIED

83% 17%
CUSTOMER
SATISFACTION

 83% of the Respondents were satisfied with their cars and the services of TATA
 However 17% of the Respondents were dissatisfied at the same time

CUSTOMER SATISFACTION

17%

SATISFIED
DISSATISFIED

83%

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Q3 What is the Prefrence of Buying a new car ?

INTERPRETATION:

Sr. No Preference of buying New Car Company

1. TATA 18%

2. HYUNDAI 21%

3. MARUTI 37%

4. HONDA 24%

 18% of the respondents would prefer to buy a Tata car against its competitors.

 37% of respondents preferred for Maruti.

 21% and 24% respectively preferred for Hyundai & Honda.

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Q4 What is the features of Tata as compared to other cars ?

INTERPRETATION:

Sr.No. SATISFACTION LEVEL %AGE OF RESPONDENT

1. GOOD 70%

2. VERY GOOD 10%

3. NOT SO GOOD 8%

4. SATISFACTIORY 12%

 70% of the respondents felt that the features of the Tata are good.

 While 8% of respondents thought it was not so good, 10% thought it was very good and
12% felt satisfactory about the features.

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Q5 What is the Quality that best describes Tata?

INTERPRETATION:

Sr.No. FEATURES PERCENTAGE

1. HANDLING 15%

2. FUEL EFFICIENCY 18%

3. DESIGN 38%

4. COMFORT 29%

 Tata is best known for its design & comfort.

 Then comes Handling and Fuel Efficiency.

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Q6 What should be done to improve TATA?

INTERPRETATION:

Sr.No. FEATURE TO IMPROVE TATA %AGE

1. MAKE IT AFFORDABLE 72%

2. CHEAPER SPARE PARTS 15%

3. MORE SERVICE STATION 13%

 If Tata is made more affordable then it would win more customers, a theory
which was backed by 72% of the respondents.

 15% and 13% respectively want cheaper spare parts and more service stations.

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Q7
Are You Happy with The After Sales Service provided By TATA ?.

INTERPRETATION:

HAPPY UNHAPPY

SATISFY WITH AFTER SALES SERVICES 85% 15%

 Overall 85% of the respondents were happy with the after sales service provided
by Tata.

 15% were unhappy with Tata due to poor after sales services provided by them.

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71
Limitation

72
 LIMITATIONS

 Small Sample size:

In my survey, I have taken a sample size of 100 customers, but only with these samples I
can’t make a proper conclusion.

 Time Constraint:
Time for this project is not sufficient. As I go for the survey at the dealership then time
for completing and filling the questionnaires is not sufficient.

 Sample Area:
The study was conducted in Varanasi. It was limited to particular city.

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FINDING

74
 FINDINGS

 76% of the respondents were owners of Tata

 18% of the respondents would prefer to buy a Tata car against its competitors

 Information through Internet and Print media accounts for more than half or 75% of

the information shared with the masses. Rest 25% was shared by T.V. and Dealers for

providing the information

 78% of the respondents felt that Tata has the most fuel efficiency

 Tata is best known for its design & comfort. Then comes Handling and Fuel

Efficiency.

 If Tata is made more affordable then it would win more customers, a theory which

was backed by 72% of the respondents.15% and 13% respectively want cheaper spare

parts and more service stations.

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SUGGESTIONS

76
 SUGGESTIONS

A Tata motor is one of the best cars manufacturing company in India, customers are satisfied
because of affordable price, but the maintenance problem and resale value is too low. These are
the two main reasons of customers dissatisfaction and other reason is not responding to
customers complaints quickly especially said by nano customers, that means all the comments
are not fulfilled properly, and indigo customers says engine performance are not good.
 The media adopted for such purpose should be electronic as it is wildly accepted
 Nicely designed and fuel efficient vehicle is must to find better prospects and widen its
market.
 Continuous innovation in product process and services too are recommended to get the
competitive edge.

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RECOMMENDATIONS

78
 RECOMMENDATIONS

Tata Motors try to provide best service to customer whenwe compareTata cars with other brands,
TATA provide better facilities from other cars. Tata cars is successful in Indian market & people
want Tata car to change the models & name of car like (Tata indica vista is totally change
from Tata indica but name is indica) .

Tata NANO customers have problem with Tata NANO, Tata NANO is totally unsuccessful in
Indian market. NANO customers are unsatisfied. That is demerit of Tata Motors.

Maruti Suzuki India has been subdued and moving probably – selling pressure coming in it on
high levels, Tata Motors seemingly to be highly volatile stock but lot of customers are coming in
the lower end of that particular stock. Tata Motors would be the best among the autos if you
want to go long on any of the auto pack.

In spite of these conditions, Company has made a giant leap forward thanks to its advanced
management philosophy, designed to ensure a better future for Company and its customers.
Company is growing and the brand appreciated by its customers because it is continuously
striving to achieve the single goal of making good quality products with an emphasis on the
customer first principle across all management levels, including production, sales, and
service.

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BIBLIOGRAPHY

80
 BIBLIOGRAPHY
In this project while finalizing and for analyzing quality problem in detail the following books,
magazines and websites have been referred.

Books:
 Marketing Management – Philip Kotler
 Research Methodology – Kothari
 Business Statistics – S.P. Gupta

MAGAZINES:
 OUTLOOK BUSINESS (FEB, 2013)
 BUSINESS STANDARD (April-July 2013)
 Journal of Indian Management & Strategy

Newspapers:

 Hindustan times
 Times of India
 The Hindu
 Financial Express
 Economics times

Websites Consulted
 Tata Motors' Official Website

 Wiki - Tata Motors Ltd

 http://www.docasi.com/doc/12248800/Grand-Project-on-NANO-Car

 http://www.capitaline.com

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ANNEXURE

82
 QUESTIONNAIRE
Name: - ……………………………………………………………………..

Father's Name:-……………………………………………………………..

Age:-…………………………………………………………………………

Nationality:-…………………………………………………………………

Address:-…………………………………………………………………….

……………………………………………………….

……………………………………………………….

Telephone Nos. : ……………………………………………………….

A) Income group

_________15,000-25,000 _________25, 000-50,000

_________50,000-75,000 _________ABOVE 75,000

1. Do you own a car?

o YES NO
If yes, then which one?
(I)TATA (II) HYUNDAI (III) MARUTI

2. How satisfied are you with the services offered by TATA ?

(I)SATISFIED (II) DISSATISFIED

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3. If Satisfied , Then Are You Happy With Their Charges And Timely Delivery
They Were Offering??
(I)HAPPY (II) UNHAPPY

4. If given a choice to choose a car company, which company would you choose?
(I) TATA (II) MARUTI (III) HYUNDAI

5. Where do you manage to find information about TATA ?

(I)DEALERS (II) PRINT MEDIA
(III)T.V. (IV)INTERNET

6. Do you think TATA has the most fuel efficiency?

(I)YES (II) NO

7. How do you find the features of TATA as compared to other cars?

(I)GOOD (II) VERY GOOD
(III)NOT SO GOOD (IV) SATISFACTORY

8. Which of these qualities do you think best describes TATA?

(I)HANDLING (II) FUEL EFFICIENCY
(III)DESIGN (IV)COMFORT

9. How do you find the interiors of TATA?

(I)GOOD (II) VERY GOOD
(III)SATISFACTORY (IV) NOT SO GOOD

10. According to you what should be done to improve TATA?

(I) MAKE IT MORE AFFORDABLE
(II) CHEAPER SPARE PARTS

84
 (III)MORE SERVICE STATIONS

11. According to you what should be done to make TATA the best car?
(I)MAKE IT MORE FUTURISTIC
(II)MAKE IT MORE SPORTY
(III)GIVE IT A RETRO LOOK
(IV)GIVE IT A CONCEPT CAR LOOK

12. Are you happy with the after sales services provided by TATA ?
(I)YES (II) NO
(III) HAPPY BUT IT CAN BE BETTER.

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