COMPANY PROFILE

INTRODUCTION OF COMPANY
MARUTI SUZUKI

Maruti Suzuki India Limited

Type

Public BSE: 532500 NSE: MARUTI Automotive 1981 (as Maruti Udyog Limited)

Traded as

Industry Founded

Headquarters New Delhi, India Mr. Shinzo Nakanishi, Managing Director and CEO Automobiles US$4.8 billion (2009) 6,903 Suzuki Motor Corporation MarutiSuzuki.com 2

Key people

Products Revenue Employees Parent Website

OVERVIEW OF THE COMPANY

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce over a 1.2 million (1,200,000) vehicles annually. The company plans to expand its manufacturing capacity to 1.75 million by 2013. The company offers a wide range of cars across different segments. It offers 15 brands and over 150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift DZire and Kizashi. In an environment friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4.

In fiscal 2009-10 Maruti Suzuki became the only Indian company to manufacture and sell One Million cars in a year. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog Limited was renamed Maruti Suzuki India Limited. The company's headquarters are located in New Delhi. Maruti Suzuki has employee strength over 8,500 (as at end March 2011)

In 2010-11, the company sold over 1.27 Million vehicles including 1,38,266 units of exports. With this, at the end of March 2011, Maruti Suzuki had a market share of 44.9 per cent of the Indian passenger car market.

INTRODUCTION
Maruti Suzuki is India and Nepal's number one leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asian countries. The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts and Maruti Suzuki Swift is the largest selling in A2 segment. Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model ("Maruti" is another name of the Hindu god, Hanuman). Maruti Suzuki has been the leader of the Indian car market for over two decades. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzukis Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually.

Maruti Suzuki plant in Gurgaon More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. The rest is owned by public and financial institutions. It is listed on the Bombay Stock Exchange and National Stock Exchange in India. During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983. Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzukis technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific.

Logos of Maruti Suzuki car companies

The old logo of Maruti Suzuki India Limited. Later the logo of Suzuki Motor Corp. was also added to it.

The new logo of Maruti Suzuki India Limited.

Partner for the joint venture

Sanjay Gandhi owned the Maruti Technical Services Limited, which ran into trouble and was liquidated. After the death of Sanjay Gandhi, the Indira Gandhi government assigned a delegation of Indian technocrats to hunt for a collaborator for the project. Initial rounds of discussion were held with the giants of the automobile industry in Japan including Toyota, Nissan and Honda. Suzuki Motor Corporation was at that time a small player in the four wheeler automobile sector and had major share in the two wheeler segment. Suzuki's bid was considered negligible. While the major companies were personally represented in the initial rounds of discussion, Osamu Suzuki, Chairman and CEO of the company ensured that he was present in all the rounds of discussion. Osamu in an article writes that it subtly massaged their (Indian delegation's) egos and also convinced them about the sincerity of Suzuki's bid. Suzuki in return received a lot of help from the government in such matters as import clearances for manufacturing equipment (against the wishes of the Indian machine tool industry then and its own socialistic ideology), land purchase at government prices for setting up the factory Gurgaon and reduced or removal of excise tariffs. This ensured that Suzuki conscientiously nursed Maruti Suzuki through its infancy to become one of its flagship ventures.

Joint venture related issues

Maruti Suzuki's A-Star vehicle during its unveiling in Pragati Maidan, Delhi. A-Star, Suzuki's fifth global car model, was designed and is made only in India. Besides being Suzuki's largest subsidiary in terms of car sales, Maruti Suzuki is also Suzuki's leading research and development arm outside Japan. Relationship between the Government of India, under the United Front (India) coalition and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian media till Suzuki Motor Corporation gained the controlling stake. This highly profitable joint venture that had a near monopolistic trade in the Indian automobile market and the nature of the partnership built up till then was the underlying reason for most issues. The success of the joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in 1992. In 1982 both the venture partners had entered into an agreement to nominate their candidate for the post of Managing Director and every Managing Director will have a tenure of five years. Initially R.C.Bhargava, was the managing director of the company since the inception of the joint venture. Till today he is regarded as instrumental for the success of Maruti Suzuki. Joining in 1982 he held several key positions in the company before heading the company as Managing Director. Currently he is on the Board of Directors. After completing his five year tenure, Mr. Bhargava later assumed the office of Part-Time Chairman. The Government nominated Mr. S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr. Bhaskarudu had joined Maruti Suzuki in 1983 after spending 21 years in the Public sector undertaking Bharat Heavy Electricals Limited as General Manager. Later in 1987 he was promoted as Chief General Manager, 1988 as Director, Productions and Projects, 1989 Director, Materials and in 1993 as Joint Managing Director.

Suzuki Motor Corporation didn't attend the Annual General Meeting of the Board with the reason of it being called on a short notice. Later Suzuki Motor Corporation went on record to state that Mr. Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry of Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki sources that Bhaskarudu was interested to indigenise most of components for the models 7

including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy for the Government and would not let it increase its stake in the venture. If Maruti Suzuki would have been able to indigenise gear boxes then Maruti Suzuki would have been able to manufacture all the models without the technical assistance from Suzuki. Till today the issue of localization of gear boxes is highlighted in the press. The relation strained when Suzuki Motor Corporation moved to Delhi High Court to bring a stay order against the appointment of Mr. Bhaskarudu. The issue was resolved in an out-of-court settlement and both the parties agreed that R S S L N Bhaskarudu would serve up to 31 December 1999, and from 1 January 2000, Jagdish Khattar, Executive Director of Maruti Udyog Limited would assume charges as the Managing Director. Many politicians believed, and had stated in parliament that the Suzuki Motor Corporation is unwilling to localize manufacturing and reduce imports. This remains true, even today the gear boxes are still imported from Japan and are assembled at the Gurgaon facility.

Industrial relations
For most of its history, Maruti Udyog Limited had relatively few problems with its labour force. Its emphasis of a Japanese work culture and the modern manufacturing process, first instituted in Japan in the 1970s, was accepted by the workforce of the company without any difficulty. But with the change in management in 1997, when it became predominantly government controlled for a while, and the conflict between the United Front Government and Suzuki may have been the cause of unrest among employees. A major row broke out in September 2000 when employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding among other things, revision of the incentive scheme offered and implementation of a pension scheme. Employees struck work for six hours in October 2000, irked over the suspension of nine employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding revision of the incentive-linked pay and threatened to fast to death if the suspended employees were not reinstated. About this time, the NDA government, following a disinvestments policy, proposed to sell part of its stake in Maruti Suzuki in a public offering. The Staff union opposed this sell-off plan on the grounds that the company will lose a major business advantage of being subsidised by the Government.

The standoff with the management continued to December with a proposal by the management to end the two-month long agitation rejected with a demand for reinstatement of 92 dismissed workers, with four MUL employees going on a fast-unto-death. In December the company's shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same time around 1500 plant workers from the MUL's Gurgaon facility were agitating outside the company's corporate office demanding commencement of production linked incentives, a better pension scheme and other benefits. The management has refused to pass on the benefits citing increased competition and lower margins.

Services offered
Current sales of automobiles :-

Maruti Omni

India's Corps of Military Police personnel patrolling the Wagah border crossing in the Punjab in a Maruti Gypsy.

Maruti Alto

Maruti Suzuki Wagon R

Maruti Suzuki Swift

Maruti Suzuki Zen Estilo

Suzuki SX4

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7th Generation Suzuki Alto is sold as Maruti Suzuki A-Star in India.

Maruti Suzuki Swift DZire

Suzuki Splash is sold as Maruti Suzuki Ritz in India.

Suzuki Grand Vitara

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Maruti Suzuki Eeco

Maruti Suzuki Kizashi

Manufactured locally
1. 800 (Launched 1983) 2. Omni (Launched 1984) 3. Gypsy (Launched 1985) 4. WagonR (Launched 2002) 5. Alto (Launched 2000) 6. Swift (Launched 2005) 7. Estilo (Launched 2009) 8. SX4 (Launched 2007) 9. Swift DZire (Launched 2008) 10. A-star (Launched 2008) 11. Ritz (Launched 2009) 12. Eeco (Launched 2010) 13. Alto K10(Launched 2010) Imported 1. Grand Vitara (Launched 2007) 2. Kizashi (Launched 2011) 12

Discontinued car models 1. 2. 3. 4. 5. 6. 7. 1000 (19901994) Zen (19932006) Esteem (19942008) Baleno (19992007) Zen Estilo (20062009) Versa (20012010) Grand Vitara XL7 (20032007)

Manufacturing facilities
Maruti Suzuki has two state-of-the-art manufacturing facilities in India. Both manufacturing facilities have a combined production capacity of 1,250,000 vehicles annually.  Gurgaon Manufacturing Facility The Gurgaon Manufacturing Facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000 vehicles annually but productivity improvements have enabled it to manufacture 700,000 vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines annually. The entire facility is equipped with more than 150 robots, out of which 71 have been developed in-house. The Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni, Gypsy and Eeco.  Manesar Manufacturing Facility The Manesar Manufacturing Plant was inaugurated in February 2007 and is spread over 600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually but this was increased to 300,000 vehicles annually in October 2008. The production capacity was further increased by 250,000 vehicles taking total production capacity to 550,000 vehicles annually. The Manesar Plant produces the A-star, Swift, Swift DZire and SX4.

Sales and service network

As of 31 March 2011 Maruti Suzuki has 933 dealerships across 666 towns and cities in all states and union territories of India. It has 2,946 service stations (inclusive of dealer workshops and Maruti Authorised Service Stations) in 1,395 towns and cities throughout India. It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India.

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Service is a major revenue generator of the company. Most of the service stations are managed on franchise basis, where Maruti Suzuki trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti Suzuki. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

Maruti Insurance
Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. The service was set up the company with the inception of two subsidiaries Maruti Insurance Distributors Services Pvt. Ltd and Maruti Insurance Brokers Pvt. Limited. This service started as a benefit or value addition to customers and was able to ramp up easily. By December 2005 they were able to sell more than two million insurance policies since its inception.

Maruti Finance
To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002. Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and Maruti Countrywide with Citi Group and GE Countrywide respectively to assist its client in securing loan. Maruti Suzuki tied up with ABN Amro Bank, HDFC Bank, ICICI Limited, Kotak Mahindra, Standard Chartered Bank, and Sundaram to start this venture including its strategic partners in car finance. Again the company entered into a strategic partnership with SBI in March 2003. Since March 2003, Maruti has sold over 12,000 vehicles through SBI-Maruti Finance. SBI-Maruti Finance is currently available in 166 cities across India. "Maruti Finance marks the coming together of the biggest players in the car finance business. They are the benchmarks in quality and efficiency. Combined with Maruti volumes and networked dealerships, this will enable Maruti Finance to offer superior service and competitive rates in the marketplace". Jagdish Khattar, Managing director of Maruti Udyog Limited in a press conference announcing the launch of Maruti Finance on 7 January 2002 Citicorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti Udyog Limited its primary business stated by the company is "hire-purchase financing of Maruti Suzuki vehicles". Citi Finance India Limited is a wholly owned subsidiary of Citibank Overseas Investment Corporation, Delaware, which in turn is a 100% wholly owned subsidiary of Citibank N.A. Citi Finance India Limited holds 74% of the stake and Maruti Suzuki holds the remaining 26%. GE Capital, HDFC and Maruti Suzuki came together in 1995 to form Maruti Countrywide. Maruti claims that its finance program offers most competitive interest rates to its customers, which are lower by 0.25% to 0.5% from the market rates.

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Maruti TrueValue
Maruti True service offered by Maruti Suzuki to its customers. It is a market place for used Maruti Suzuki Vehicles. One can buy, sell or exchange used Maruti Suzuki vehicles with the help of this service in India. As of 31 March 2010 there are 341 Maruti True Value outlets.

N2N Fleet Management

N2N is the short form of End to End Fleet Management and provides lease and fleet management solution to corporates. Their impressive lists of clients who have signed up of this service include Gas Authority of India Ltd, DuPont, Reckitt Benckiser, Sona Steering, Doordarshan, Singer India, National Stock Exchange and Transworld. This fleet management service includes end-to-end solutions across the vehicle's life, which includes Leasing, Maintenance, Convenience services and Remarketing.

Accessories
Many of the auto component companies other than Maruti Suzuki started to offer components and accessories that were compatible. This caused a serious threat and loss of revenue to Maruti Suzuki. Maruti Suzuki started a new initiative under the brand name Maruti Genuine Accessories to offer accessories like alloy wheels, body cover, carpets, door visors, fog lamps, stereo systems, seat covers and other car care products. These products are sold through dealer outlets and authorized service stations throughout India.

Maruti Driving School

A Maruti Driving School in Chennai

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As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modelled on international standards, where learners go through classroom and practical sessions. Many international practices like road behaviour and attitudes are also taught in these schools. Before driving actual vehicles participants are trained on simulators. "We are very concerned about mounting deaths on Indian roads. These can be brought down if government, industry and the voluntary sector work together in an integrated manner. But we felt that Maruti should first do something in this regard and hence this initiative of Maruti Driving Schools." Jagdish Khattar, at the launch ceremony of Maruti Driving School, Bangalore

Issues and problems

On February, 24, 2010, Maruti Suzuki India, announced recalling of 100,000 A-Star hatchbacks to fix a fuel leakage problem. the company will replace the gaskets for all 100,000 A-Star cars.

Exports
Maruti Exports Limited is the subsidiary of Maruti Suzuki with its major focus on exports and it does not operate in the domestic Indian market. The first commercial consignment of 480 cars were sent to Hungary. By sending a consignment of 571 cars to the same country Maruti Suzuki crossed the benchmark of 300,000 cars. Since its inception export was one of the aspects government was keen to encourage. Every political party expected Maruti Suzuki to earn foreign currency. Angola, Benin, Djibouti, Ethiopia, Europe, Kenya, Morocco, Nepal, Sri Lanka, Uganda, Chile, Guatemala, Costa Rica and El Salvador are some of the markets served by Maruti Exports.

Maruti Suzuki companies revenue (Rs in million)

Year 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 Net Sales 1,20,034 1,45,922 1,78,603 2,03,583 3,01,198 3,61,282

Maruti Suzuki's revenue has grown consistently over the years. The company is listed on Bombay Stock Exchange and National Stock Exchange. 16

COMPANY PROFILE OF STARLINE CARS PVT. LTD.

Establishment Year:1998 Owner:Ramanbhai Patel Bankers:HDFC Bank AXIS Bank SBI Bank ICICI Bank Registered Office:STARLINE CARS PVT. LTD. Nagalpur, highway, Mehsana 384002. General Manager:Mr. Vipul Maheta Sales Manager:Mr. Janak Acharya Chief Accountant:Mr.Alpesh Patel Competitors:Tanu Motors Branches:   

Palanpur vijapur Gandhinagar Patan

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AUTHORIZED SERVICE STATIONS OF MARUTI

Maruti is one of the companies in India which has unparalleled service network. To ensure the vehicles sold by them are serviced properly Maruti had 1545 listed Authorized service stations and 30 Express Service Stations on 30 highways across India.Service is a major revenue generator of the company.

Most of the service stations are managed on franchise basis, where Maruti trains the local staff. Other automobile companies have not been able to match this benchmark set by Maruti. The Express Service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle.

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MISSION
 Starline has committed with the best quality standards of the Service.  On the bedrock of ethics, Starline by the best practices and technologies used for services.

VALUES
 The values that guide them to trust, ethics, integrity, discipline and performance.

Objective of the study

# To know whether the different variations of price level provided by STARLINE AUTOMOBILES satisfies consumers.

# To know about code of conduct and which rules and procedures are followed by employees.

# To determine and compare educational development of the project-assisted and non-assisted institutes as perceived by teachers, administrators, and current students.

Findings

# Out of the total respondents of 100 customers, 20 of the total customers come to know about the Starline automobile ltd Mehsana from Auto fair medium, 25 from Media, 15 from Newspapers, 40 from friends. Most of the customers know about Starline automobile ltd from friends and media. 19

# All the customers surveyed at Starline automobile ltd Mehsana are using the after sales service provided by the dealer.

# Starline automobile ltd can achieve 100% success in customers satisfaction, if they will motivate their employees with handsome incentives & reward for creating customer delight. Many global automotives giant are practicing this marketing strategy these days.

Suggestions

# looking to the result of the factor analysis Starline Automobiles Ltd. has to make the future strategy by considering the 3 important representative factors like as RELIABILITY, ATTRACTIVENESS, and CUSTOMER HANDLING.

# They must keep in their mind that the customer is king in the market and his full satisfaction in respect of all the parameters are very essential other wise goal cannot be achieved.

# Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests and coupons must be given to customers.

Conclusion

# This Starline also handles the Customer in a very politely way after the sale of the vehicle and is ready to give any time service.

# It had Company Authorized Service Shop where there are well trained mechanics who quickly solves the problem of the vehicle.

# All the paper work done in purchasing the car and all the different policies are completed by this dealer in a very short period of time which saves the time of the customer.

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Market segment
Despite increased competition, Maruti Suzuki, which is now majority owned by Suzuki Motor Corp, remains the market leader in India with a share of nearly 44%. Its strength lies in its wide range of small car models, which form the bulk of the Indian car market. Maruti Suzuki also has the largest dealer network and its annual manufacturing capacity is close to 1 million vehicles.

Tata Motors has a wider product range, from SUVs to the worlds cheapest car, the Nano.

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History of Maruti Suzuki India LTD

About Starline Automobiles

Authorized Maruti Suzuki Car Dealer in Mahesana, Ahmedabad, Surat, Silvassa, Vapi, Visnagar Vijapur, and Navsari - offers a wealth of variety to the Maruti automotive consumers.

We believe that our impressive strides in the marketplace stem in equal parts from our proactive approach and our customers' unstinting support, earned the only way we know: by giving our customers the most appropriate car luxury solutions for each of their needs, and by backing them up with consultancy, finance, after sales services and a responsive after-market network. We are conscious of the fact that vehicles are more than just a means of transporting people and goods; we understand that they have a deep and far-reaching impact on society, the national economy and the environment.

As we start our second century of business, we are in a position to appeal to the widest network of showrooms and service stations. Each of our Maruti automotive brands has a unique personality and holds a distinct value in itself. We carefully select those opportunities that enable us to deliver better ideas into the marketplace in new and exciting ways. At Starline, we create network to better connect with our customers. We strengthen our relationships with our customers through our services like MGP, MOS, MF We collaborate with others to revolutionize our core business processes and to stay ahead of our rapidly changing industry. We choose new view to help system that maximizes efficiency and operational services.

Starline Group has its sights set firmly on the economic & premium sector of the national automobile market. To achieve its aims, the company knows how to deploy its strengths with an efficiency that is unmatched in the automotive industry. From research and development to sales and marketing, Starline Group is committed to the very highest in quality for all its products and services. The company's phenomenal success is proof of this strategy's correctness.

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Financial services We see financial services as a key factor for success in today's car world. We have established an extensive product portfolio which supplies expert information and advice for situations and questions relating to the finance sector. We are also proud to honor the hard work of our business and marketing partners.

History of Starline Automobiles Ltd

The STARLINE GROUP was founded by Mr. Shobhagmal Starline in the year 1956 and has grown to become one of the biggest Transport Operators in India, having 60 branches. The Starline group has since expanded its wings, by way of expansion and diversification in various sectors, the first being in 1984 with dealerships of LML 2 wheelers. It further expanded its wings to becomes one of the Most Trusted Brand for Maruti Car Dealership in 1998. Not stopping at its unflinched Automobile Growth, it further acquired the dealership of TVS Two Wheelers in 2003

Today Starline Automobiles, is one of the most trusted brands in the Automobile Dealership of Maruti Suzuki with Showrooms in Mehsana, Visnagar, Vijapur, Unja, Ahmedabad, Surat, Navsari and Vapi Today the Starline Group is proud to have a family of 2000 dedicated, satisfied and committed work force. The Group further has a satisfied customer base of more than 2,00,000 happy families.

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Management of Starline Automobiles Ltd.

The Board of Directors and the Management of Starline Group are committed to the enhancement of its products and services, through sound business decisions, prudent financial management and high standards of ethics throughout the organization, by ensuring transparency and professionalism in all decisions and transactions and achieving excellence in Corporate Governance by conforming to, and exceeding wherever possible, the prevalent mandatory guidelines on Corporate Governance and by regularly reviewing the Board processes and the Management systems for further improvement.

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Research methodology
What is research? Research can be defined as the search for knowledge or any systematic investigation to establish facts. The primary purpose for applied research (as opposed to basic research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Research can use the scientific method, but need not do so. Scientific research relies on the application of the scientific method, a harnessing of curiosity. This research provides scientific information and theories for the explanation of the nature and the properties of the world around us. It makes practical applications possible. Scientific research is funded by public authorities, by charitable organizations and by private groups, including many companies. Scientific research can be subdivided into different classifications according to their academic and application disciplines. Historical research is embodied in the scientific method.The term research is also used to describe an entire collection of information about a particular subject

Types of Research Research can be classified by purpose or by method. If we categorise it by purpose, it would fall into two major categories: Basic Research and Applied Research, while in case of method, it would be deductive research and inductive research. BASIC RESEARCH Also called Pure or fundamental Research, it is undertaken for increase in knowledge. There is no direct benefit as it is a research for the sake of research. It is conducted to satisfy any curiosity such as: (a) what makes things happen, (b) why society changes and (c) why social relations are

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in a certain way. In fact, it is the source of most new theories, principles and ideas. Basic research rarely helps anyone directly. It only stimulates new ways of thinking. The main motivation is to expand man's knowledge. There is absolutely no commercial value to the discoveries resulting from such research. However, in the long run, it forms the basis of applied research or development commercial products. If basic work is done first, then applied spin-offs often eventually result from this research. As Dr. George Smoot of LBNL says, "People cannot foresee the future well enough to predict what's going to develop from basic research. If we only did "applied research", we would still be making better spears." To sum up, basic research is purely theoretical to increase our understanding of certain phenomena or behavior but does not seek to solve any existing problem.

APPLIED RESEARCH It is use of basic research or past theories, knowledge and methods for solving an existing problem. It deals with practical problems. It is opposed to pure research which is not problemoriented but for the increase in knowledge which may or may not be used in future. In the present world situation, more emphasis is being given to applied research to solve problems arising out of overpopulation and scarcity of natural resources. Applied research should not be treated the same as Research & Development (R&D) which is involved in developing products demanded by the existing clients. Applied Research, on the other hand, focuses on uncovering what needs are not being met and use that information in designing products or services that would create their own demand. Thus, applied research brings in new customers and also provides better products and services to the existing customers. In old days, the mobile phone was expensive, bulky and had a short range. Applied Research foresaw that this product would have a limited market and stressed on cost-cutting, reduced weight and long-distance communication. Such measures caused a heavy demand.

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JUSTIFICATION: In the STARLINE AUTOMOBILES there exists the APPLIED RESEARCH because this research gives the clear knowledge about the existing problems like How to satisfy the consumer? This research also takes the information from the Basic Research and also this research helps the dealer to create the good competitive marketing strategies.

What is Methodology? Methodology can be: 1. "the analysis of the principles of methods, rules, and postulates employed by a discipline". 2. "the systematic study of methods that are, can be, or have been applied within a discipline". Concept Methodology may be a description of process, or may be expanded to include a philosophically coherent collection of theories, concepts or ideas as they relate to a particular discipline or field of inquiry 27

Methodology may refer to nothing more than a simple set of methods or procedures, or it may refer to the rationale and the philosophical assumptions that underlie a particular study relative to the scientific method. For example, scholarly literature often includes a section on the methodology of the researchers.

What is Marketing Research? Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Marketing research is often partitioned into two sets of categorical pairs, either by target market:
y y

Consumer marketing research, and Business-to-business (B2B) marketing research

-The first is consumer market research. The goal is to study the purchasing habits of consumers. This can be done by tallying up how much of a product is sold, through surveys or through other means. The information gathered from consumers can be used to analyze current marketing campaigns and to create new ones. Consumer marketing research is a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923. - The second type of marketing research is business to business (B2B) research, which studies how businesses sell products and services to other businesses. For example, Company A sells computer equipment to companies B and C. Someone may be interested in seeing how companies B and C found out about the equipment, how company A marketed its product and how good the market for that product is.

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Marketing research is not the same as market research. Marketing research studies how and why consumers and businesses buy, and how those sales can be increased or why they have decreased. It involves in-depth studies into the affect of advertisements and market conditions on consumers. Market research is the research that may be done into a single market, focusing on the size and trends in that market.

JUSTIFICATION: In STARLINE AUTOMOBILES the Consumer Marketing research is applied as it helps the dealer to know the purchasing habits of the consumer which will help them in future to create marketing campaigns and it also updates the dealer with the attitudes and pre purchase behaviour of the consumer in the market.

Types of Market Research Market research is the process of finding information about your competitors, current market trends or your customers. Most companies invest in market research when they release a new product, improve on an existing product or if they plan on introducing a particular product in a new market. Market research can also prove helpful if you want to explore business opportunities in new markets. Market research can be conducted by two methods, primary research or secondary research. Primary Research Primary research refers to information that is directly collected from the source. Another simple method of primary research would be to directly talk to your customers and get their feedback. Primary research can be both qualitative and quantitative.

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Qualitative Primary Research Qualitative primary research involves gathering information from interviews or focus groups.
y

Open-ended interviews include questions that cannot be answered with a yes or no. You can get a lot of information from such interviews and also find out about the dislikes, likes, requirements, trends and emotional motivators of your primary market

A focus group should ideally be led by experienced professionals who can lead a group of 6 or more people and ask them both general and specific questions. Since trained professionals are required to handle focus groups, they are very expensive.

Quantitative Primary Research Quantitative primary research involves the collection of numerical information from surveys. This information is then analyzed.
y

Surveys can provide you with the information you require if the survey has meaningful questions. More people would be willing to take a survey as it takes less time. The cheapest and easiest way of conducting a survey is through the telephone and on the place where your product is being sold.

JUSTIFICATION: In this STARLINE AUTOMOBILES Quantitative Primary Research is followed up as it provides the information at less time and the consumers are also interested to fill up the questionnairies.

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Secondary market research Secondary research is more economical and easier to do when compared to primary research. Here you will have to analyze the information that has been collected for some other reason. You can find the data that you require through a set of articles, demographic/ statistical data, studies etc. By investing in secondary market research you can analyze your target markets, evaluate your competitors and assess political, social and economic factors. The internet has a large number of secondary data sources and most resources, magazines and press releases are now available online.

Secondary research resources There are a large number of resources from which secondary research information can be obtained. Some of these sources are: 1. Trade associations From the reports available with trade associations you can get information on the industries served, the standards that they observe and the leaders in their field. You can also get information on the latest trends, issues and competitors. 2. The marketing departments of local colleges The marketing department of any college can give you access to special research projects and reports prepared by students. 3. Chamber of commerce The local chamber of commerce in your area can give you information on your local community and local businesses. You can also get access to the maps of the area.

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4. Insurance companies, banks and real estate companies You can information on the statistics of the communities to whom they provide services. 5. Wholesalers and manufacturers From manufactures and wholesalers you can get information on customers, problems if any, costs, industry standards etc. JUSTIFICATION: In this STARLINE AUTOMOBILES mainly the information which is collected is based on Secondary Research which help the dealer to retrive the information whenever is needed and with the help of this information the dealer plans out its future Marketing Strategies which influences the Purchasing Factors of The Consumers. The information can be collected from any reports like The Crisill Report which also shows the current status of its major competitors.

Marketing Research Process Marketing research process is a set of six steps which defines the tasks to be accomplished in conducting a marketing research study. These include problem definition, developing an approach to problem, research design formulation, field work, data preparation and analysis, and report generation and presentation.

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Stages Of Marketing Research Process

Step 1: Problem Definition:The first step in any marketing research project is to define the problem. In defining the problem, the researcher should take into account the purpose of the study, the relevant background information, what information is needed, and how it will be used in decision making. Problem definition involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the problem has been precisely defined, the research can be designed and conducted properly. JUSTIFICATION: In STARLINE AUTOMOBILES the main problem definition of this dealer can be the customers satissfaction

Step 2: Development of an Approach to the Problem:Development of an approach to the problem includes formulating an objective or theoretical framework, analytical models, research questions, hypotheses, and identifying characteristics or factors that can influence the research design. This process is guided by discussions with management and industry experts, case studies and simulations, analysis of secondary data, qualitative research and pragmatic considerations.

Step 3: Research Design Formulation:A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the required information, and its purpose is to design a study that will test the hypotheses of interest, determine possible answers to the research 33

questions, and provide the information needed for decision making. Conducting exploratory research, precisely defining the variables, and designing appropriate scales to measure them are also a part of the research design. The issue of how the data should be obtained from the respondents (for example, by conducting a survey or an experiment) must be addressed. It is also necessary to design a questionnaire and a sampling plan to select respondents for the study. More formally, formulating the research design involves the following steps: 1. Secondary data analysis 2. Qualitative research 3. Methods of collecting quantitative data (survey, observation, and experimentation) 4. Definition of the information needed 5. Measurement and scaling procedures 6. Questionnaire design 7. Sampling process and sample size 8. Plan of data analysis

Step 4: Field Work or Data Collection:Data collection involves a field force or staff that operates either in the field, as in the case of personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an office by telephone (telephone or computer-assisted telephone interviewing), or through mail (traditional mail and mail panel surveys with prerecruited households). Proper selection, training, supervision, and evaluation of the field force help minimize data-collection errors.

Step 5: Data Preparation and Analysis:Data preparation includes the editing, coding, transcription, and verification of data. Each questionnaire or observation form is inspected, or edited, and, if necessary, corrected. Number or letter codes are assigned to represent each response to each question in the questionnaire. The 34

data from the questionnaires are transcribed or key-punched on to magnetic tape, or disks or input directly into the computer. Verification ensures that the data from the original questionnaires have been accurately transcribed, while data analysis, guided by the plan of data analysis, gives meaning to the data that have been collected. Univariate techniques are used for analyzing data when there is a single measurement of each element or unit in the sample, or, if there are several measurements of each element, each RCH variable is analyzed in isolation. On the other hand, multivariate techniques are used for analyzing data when there are two or more measurements on each element and the variables are analyzed simultaneously.

Step 6: Report Preparation and Presentation:The entire project should be documented in a written report which addresses the specific research questions identified, describes the approach, the research design, data collection, and data analysis procedures adopted, and presents the results and the major findings. The findings should be presented in a comprehensible format so that they can be readily used in the decision making process. In addition, an oral presentation should be made to management using tables, figures, and graphs to enhance clarity and impact. For these reasons, interviews with experts are more useful in conducting marketing research for industrial firms and for products of a technical nature, where it is relatively easy to identify and approach the experts. This method is also helpful in situations where little information is available from other sources, as in the case of radically new products.

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Explanation On Customer Pre Purchase Behaviour In today's challenging economy and competitive business world, behaviour their customer base is critical to organization success. If they don't give their customers some good reasons to stay, organizations competitors will give them a reason to leave. Customer pre purchase behaviour and satisfaction drive profits. It's far less expensive to cultivate organization existing customer base and sell more services to them than it is to seek new, single-transaction customers. Most surveys across industries show that keeping one existing customer is five to seven times more profitable than attracting one new one. A customer-focused approach among its employees is still not present. In this era of intense competition, it is very important for any service company to understand that merely acquiring customers is not sufficient because there is a direct link between customer pre purchase behaviour over time and profitability & growth. Customer pre purchase behaviour to a great extent depends on service quality and customer satisfaction. It also depends on the ability of the organization to encourage customers to complain and then recover when things go wrong. Complaints are natural part of any service activity as mistakes are an unavoidable feature of all human endeavor and thus also of service recovery. Service recovery is the process of putting things right after something goes wrong in the service delivery. Customer pre purchase behaviour is the maintenance of continuous trading relationships with customers over the long term. Customer pre purchase behaviour is the mirror image of customer defection or churn. High pre purchase behaviour is equivalent to low defection. Customer pre purchase behaviour is about keeping the customers organization has spent that money to acquire. And if youre in an industry where they make multiple purchases over the years, organization entire team should be very focused on behaviour those customers: Delivering service thats consistent with your value proposition and brand Cross-selling, up-selling and asking for referrals from existing customers Developing programs to increase customer loyalty and decrease turnover Knowing the lifetime value for different segments and using that data to improve your marketing.

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Prioritizing pre purchase behaviour as a major focus in your annual marketing plan.

Customer pre purchase behaviour has always been an important topic for the marketing. For sure, the advantages of loyal clients are obvious. In the last years the concept had a renaissance because of the new term CRM (Customer Relationship Management). However, CRM comprises nearly every customer oriented activity from a complaint hotline to client cards and client clubs. Often CRM is only implementing new systems for data mining and client segmentation or operational systems like a complaint management. But the thing is: data mining systems or client clubs are not the basis. They are the cherry of the cake called client pre purchase behaviour. A company like Porsche needs no client club to tie up the customer to the brand. According to Buchanan and Gilles the increased profitability associated with customer pre purchase behaviour efforts occurs because of several factors that occur once a relationship has been established with a customer. The cost of acquisition occurs only at the beginning of a relationship, so the longer the relationship, the lower the amortized cost. Account maintenance costs decline as a percentage of total costs (or as a percentage of revenue). Long-term customers tend to be less inclined to switch, and also tend to be fewer prices sensitive. This can result in stable unit sales volume and increases in dollar-sales volume. Long-term customers may initiate free word of mouth promotions and referrals. Long-term customers are more likely to purchase ancillary products and high margin supplemental products. Customers that stay with you tend to be satisfied with the relationship and are less likely to switch to competitors, making it difficult for competitors to enter the market or gain market share.

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Importance of Customer Pre purchase behaviour

Why are customers more profitable for service firms over a period of time? There are a number of reasons for this. To begin with, to acquire a customer a company incurs promotional costs like advertising, sales promotion etc. It is said that it costs five times more to attract a new customer than behaviour one. The operating cost decreases when a customer stays. Services being rich in experience and credence qualities, it takes some time for customers to get accustomed to it and once they are used to the service and are satisfied with the service provider ,they tend to purchase more over a period of time. As they remain satisfied with a service provider, they spread a positive word of mouth, which is very effective in case of services for attracting new customers. Longer the customer stays with an organization, more the organization knows about him, which enables it to offer customized services which make it difficult for the customer to defect. This may even provide opportunities to the organization to charge price premium by offering individualized services which may be difficult for the competitors to offer. Considering the importance of behaviour customers in service business, Reichheld & Sasser coined a term Zero Defection. They highlighted that companies can boost profits by almost 100% by behaviour just 5% more of their customers. Further, it is also very important to understand the life time value of a customer. Further, if by a positive word of mouth, he brings just one more customer to the organization, his value to the organization doubles. Therefore, it is important for all the employees in the organization to understand the life time value of their customers. Once they understand it, they will treat the customer accordingly and will focus on building relationship with the very people who keep them in business.

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Objective of study

1) To know about companys responsibilities for their Customers. 2) To know the consumer relationship with STARLINE AUTOMOBILES. 3) To know the thinking of the customer for purchasing the car of Maruti Suzuki.

4) To know about code of conduct and which rules and procedures are followed by employees.

5) To know about employees burden level for stick the customer in company.

6) To study about the perception of maruti Suzuki automobiles product.

7) To know whether the different variations of price level provided by STARLINE AUTOMOBILES satisfies consumers.

8) To know about employees burden level for stick the customer in company.

9) To know that why the customer choose the Maruti Suzuki brand in purchasing their dream car.

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Findings: Data Analysis And Interpretation

1) What type of car do you prefer from Maruti Suzuki (Starline automobiles)? Small car(Hatch Back Car) Sedan Luxury

Small car Sedan Luxury

57% 29% 14%

Sales

luxury 14%

sedar 29%

small car 57%

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Interpretation:- In the above graph we can come to know that there are 14% people who prefers luxury cars ,29% of the people using sedan cars and 57% of the people using the small cars. Dark orange is the percentage growth of the people satisfied with the small cars compare to sedan and luxury cars.

Suggestion:-Best services should be provided to the high-end customers and loans should be given to the customers at cheaper rates who prefer luxury and sedan cars so it can increase the sales of luxury and sedan cars.

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2) What is your perception about Maruti Suzuki automobiles product? Very good Good Average Bad

Very good Good Average Bad

15% 70% 12% 3%

Sales
3% 15%

12%

Very good Good Average 70% Bad

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Interpretation:-From the above graph we can come to know that about 70% of the customers have good perception about maruti Suzuki,15% of the customers has very good perception about maruti cars,12% of the customers havin average perception for d maruti cars and 3% of the customers are having bad perception.

Suggestion:-The management team of Maruti Suzuki should look after the marketing team and train them in such a way that customers get influenced in much beter way and hilitin the key services provided by the company to increase the perception of customers.

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3) From where do you come to know about Starline automobiles? Media Hoardings Newspapers Others ___________.

Media Hoardings Newspapers Others

25% 20% 15% 40%

Column1

25% Media 40% Hoardings Newspapers Others 20% 15%

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Interpretation:-From the above graph we can see that 25% of the people come to know from media about Starline automobiles,20% of the people come to know from the banners n hoardings,15% of the people come to know from the newspapers and 40% of the people come to know from their relatives,friends,parents etc

Suggestion:-The dealer should increase their advertising expenditure in order to bring the attention of a customers as well as people through media n other such activities.

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4) Why do you choose this Maruti Suzuki brand? Product quality Low maintenance Cheaper rates

Product quality Low maintenance Cheaper rates

45% 30% 25%

perce t

25% Product quality low maintainance cheaper rates

45%

30%

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Interpretation:-From the above graph we can come to know that about 45% of the people select this brand coz of product quality,30% of the people select this brand coz they think maintenance is low and 25% of the people think that the rates of this brand is cheaper. Suggestion:-Its peoples choice for selecting the brand der cant be any suggestion for this as it fully depends upon the customer choice.

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5) If you are going to be a customer of maruti Suzuki (Starline automobiles) cars in future what will b your expectation? More varieties of cars Improve quality of car Better after sales services

More varieties of cars Improve quality of car Better after sales services

45% 25% 30%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% More varities of cars Improve quality of car Better after sales services Series 1 Series 2 Series 3

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Interpretation:-From the above clustered cone we can see that 45% of the people expecting more varities of cars from this brand,25% of the people want to change them the quality of cars and 30% of the people likes the after sales services of Starline automobiles.

Suggestion:-There should be latest advanced technologies to b fixed in the cars if the customer wants to. Sports gear should be available and olso sunroof technique should be provided by the company.

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6) What do you feel about the behavior of sales executives at Starline automobiles? Bad Average Good Worst

Bad Average Good worst

5% 30% 60% 5%

behaviour
5% 5% 30% Bad Average 60% Good Worst

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Interpretation:-From the above conical graph we can say 60% of the people thinks that the behavior of sales executives is good, 30% thinks that the behavior is average,5% of the people thinks its bad and other 5% thinks that its worst when they are not treated well.

Suggestion:-I would like to suggest that the company must appoint the sales executives which understands the customers needs and can satisfies his needs, he should be capable of solving all the difficulties which local people are in.

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7) Whether executives are able to understand your requirement ? Yes No

Yes No

90% 10%

Column1
10%

Yes No

90%

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Interpretation:-In the above diagram we can see that around 90% of the people are satisfied with the executives of Starline automobiles and rest 10% of the people are not satisfied with their requirements provided by executives.

Suggestion: - It may sound straightforward, but unless every hour of a sales executives time is optimized and not allowed to waste, the company can never hope to achieve its ultimate potential. Without proper territorial alignment, the sales executive could be faced with having to deal with far too many potential customers.

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8) What do you think about the space avaibality in maruti cars? Extremely spacious Average Less space

Extremely spacious Average Less space

45% 50% 5%

Sales

Average 50% Other 5% Less space 5%

Extremely Spacious 45%

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Interpretation:-From the above circles we can say that 50% of the people say that space availability in maruti cars is average,45% of the people think that this cars are extremely spacious and rest of the 5% think that availability of space is less according to them.

Suggestion:-The suggestion is different for each of the cars, we get the spacy cars which is of luxury cars but for todays generation people believes in small car n prefer more so they dealers should make the small budget cars wit more space.

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9) Do you think that the cars of Maruti Suzuki (Starline automobiles) are capable to attract todays generations? Yes No Cannot say

Yes No Cannot say

65% 25% 10%

Sales
Yes No 25% Cannot say

10%

10%

65%

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Interpretation:-From the above graph we can say that 65% of the people are attracted to the maruti Suzuki cars of todays generations,25% people are not attracted by maruti Suzuki cars as they prefer other dealers and 10% of people say that as per the competition in the market its difficult to suggest.

Suggestion:-The only thing is to b suggested that dealer should provide discounts,varities of other external accessories, auto locks etc etc.

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10) What do you think about the style and design of Maruti Suzuki cars? Very good Good Average Bad

Very good Good Average Bad

35% 30% 30% 5%

Sales
5%

35% 30%

Very good Good Average Bad

30%

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Interpretation:-From the above figure we can see that 30% of the people thinks that the style n design of maruti cars is good,35% of the people think that style n design is very good,30% people thinks that style n design of maruti cars is average and 5% of the people thinks that its bad.

Suggestion:-I would like to suggest that the seats need to rise when we open the door. Solid supportive seats impressed, but the main thing was the massive access when you opened the door Fold away steering wheels is another way to make it easier for driver entry.

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11) New technologies such as Bluetooth device,DIS,reverse parking sensor are provided by Starline automobiles of maruti suzuki cars is it good and makes you feel comfort while driven? Excellent Very good Good Average

Excellent Very good Good Average

40% 35% 20% 5%

Sales
5% 20% 40% Excellent Very good Good 35% Average

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Interpretaion:-In the above figure we can come to know that 40% of the people are happy with the technologies provided by the Starline automobiles,35% of the people thinks that its good for them,20% of the people thinks that technologies are good and 5 % thinks that its a average technologies.

Suggestion:-I would like tu suggest that rador system,Bluetooth devices ,parkin senson etc etc should b provided by the dealers only it shuld be with cars this work should not be done saprately.

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12) A Starline automobile has got the largest boot space in its segment, what do you think about it? Very good Good Average

Very good Good Average

55% 40% 5%

Sales

5%

Very good 43% 52% Good Average

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Interpretation:-In the above diagram we can see that about 52% of the people are satisfied by the boot space provided in maruti cars,40% thinks that boot space segment is good and 5% of the people thinks that its average.

Suggestion:-I would like to suggest that their should b small two light near the boot space when its too spacious.

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13)What do you think about the different variations of price level provided by Starline automobiles? Highly price Moderate/average price Low price

Highly price Moderate/average price Low price

20% 70% 10%

Low price Series 1 Series 2 Moderate/Average price Series 3

Highly price

0%

10% 20% 30% 40% 50% 60% 70% 80%

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Interpretation:-From the above bars we can cme to know that 20% of the people thinks that price level provided by Starline automobiles is high,70% of the people thinks that is average price accorin to the requirement and 10% thinks that its a low price.

Suggestion:-no suggestion

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Limitations of the project

Any research or study always has some limitations under which this has to be undertaken. This one too was not an exception. These limitations are poised by the environment some external and some inherent. This study has been conducted with utmost consideration to the adequacy of data and quality of information, though as mention earlier the reliance on the sources can not be minimized to zero in context of precision. The limitation can be enlisted as hereunder:-

1. The perception level of the respondents.

2. Availability of documents as sources of secondary information. 3. Reliability of information collected from various public information sources such as magazines and website.

4. Respondents are not willing to fill the questionnaire.

5. Sometimes the respondents are not available at their place.

6. Very often the respondent do not express their true feelings, in such case their habit, preference, practice, cannot be assessed correctly.

7. Some of the respondents refuse to give the important information best known to them.

8. There is a chance of mistake in the answer because of the limited knowledge of the respondent.

9.Probability sampling was not used due to time and cost constraints and therefore the results cannot be generalized to the population.

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Suggestions of the projects

Following are the few suggestions to STARLINE AUTOMOBILES for improving the market share and image of the products concerned.

1) Company must undertake extensive promotional activities like advertisements must be released in different Medias to create brand awareness.

2) Free samples should be distributed among the prospects. Sales promotion tools like gifts, contests and coupons must be given to customers.

3) Majority of the respondents in Surat(piplod) suggested that the company should open a service centre inside varachha. Moreover, they also suggested that the company should increase their current servicing capacity.

4) The company should focus more on Auto fair medium, Magazines, Demo, should be the main weapon for the company.

5) Looking to the result of the factor analysis Starline Automobiles Ltd. has to make the future strategy by considering the 3 important representative factors like as

RELIABILITY,ATTRACTIVENESS,CUSTOMER HANDLING

6) More test drives should be offered.Should be more particular about Post Sales Follow Up as it shows the concern of the company with the customer.

7) Should put in more efforts to promote maruti finance, autocards,accessorories.

8) They must keep in their mind that the customer is king in the market and his full satisfaction in respect of all the parameters are very essential other wise goal cannot be achieved.

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Conclusion of the project

Here, below are some points which conclude the whole project:

During the training I knew that which way employees are follow their employer rules with customer relationship management.

One is the biggest benefit is to make me punctual and profession person for the good relationship with customers..

Motivate me to perform in work with the customer & increase the good relationship with customers.

To knowing that what is business and how we increase our business in competitive market.

How to save the time & how to do the work in just short time.

This Starline also handles the Customer in a very politely way after the sale of the vehicle and is ready to give any time service.

It had Company Authorized Service Shop where there are well trained mechanics who quickly solves the problem of the vehicle.

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Glossary
1) Reliability:- reliability (systemic def.) is the ability of a person or system to perform and maintain its functions in routine circumstances, as well as hostile or unexpected circumstances.

2) Stretch:- "Stretch" is a speed reading program that offers exercises designed to improve reading speed and comprehension. These exercises are an extension of the flash-card method used in school, but with much greater scope for vocabulary and the capability of flashing more than one word at a time.

3) Liberalization:- The process of making policies less constraining of economic activity. 2. Reduction of tariffs and/or removal of nontariff barriers.

4) Segment:- A segment is a defined portion or section of something larger such as a database, geometric object, or network. The term is used in database management, graphics, and communications.

5) Deregulation:- Every industry has certain rules and regulations that it must abide by. These rules are created by industry associations and watchdogs, as well as the government. Deregulation occurs when the government pulls back from the industry a bit, therefore loosening its grip on particular rules and regulations.

6) Fleet management:- Fleet Management is a function which allows companies which rely on transportation in their business to remove or minimize the risks associated with vehicle investment, improving efficiency, productivity and reducing their overall transportation costs, providing 100% compliance with government legislation (duty of care) and many more. These functions can be dealt with by either an in-house fleet-management department or an outsourced fleet-management provider.

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Bibliography
Books

y KOTHARI CK (2008): Research Methodology 2nd Revised Edition, New Age International Publisher, New Delhi y LAL RAJIV, QUELCH JOHN (2009): Marketing Management 3rd Edition, Tata McGraw Hill Publishing Co. Ltd, NewDelhi

Sites

1. www.wikepedia.com 2. www.scribd.com
3. www.google.com

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Annexure

Respected Sir

I Harsh Modi Student of NSVKMS MBA COLLEGE, VISNAGAR is undertaking a Summer Project Training at STARLINE AUTOMOBILES LTD Mehsana. In the area of marketing specialization on the topic Customer Pre purchase Behaviour with reference to Maruti Suzuki products for the partial fulfillment for the Master Degree of Business Administration.

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Kindly Spare Few Minutes of Your Valuable Time To Fill In The Below

Questionnaire:

y y y y

NAME :GENDER:CONTACT NO. :OCCUPATION:-

1) What type of car do you prefer from Maruti Suzuki (Starline automobiles)? Small car Sedan Luxury

2) What is your perception about Maruti Suzuki automobiles product? Very good Good Average Bad

3) From where do you come to know about Starline automobiles? Media Hoardings Newspapers Others ___________

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4) Why do you choose this Maruti Suzuki brand? Product quality Low maintenance Cheaper rates

5) If you are going to be a customer of Maruti Suzuki (Starline automobiles) cars in future what will be your expectation? More varieties of cars Improve quality of car Better after sales services

6) What do you feel about the behavior of sales executives at Starline automobiles? Bad Average Good Worst

7) Whether executives are able to understand your requirement? Yes No

8) What do you think about the space avaibality in Maruti cars? Extremely spacious Average Less space

9) Do you think that the cars of Maruti Suzuki (Starline automobiles) are capable to attract todays generations? Yes No Cannot say 73

10) What do you think about the style and design of Maruti Suzuki cars? Very good Good Average Bad

11) New technologies such as Bluetooth device,DIS,reverse parkin sensor are provided by Starline automobiles of Maruti Suzuki cars is it good and makes you feel comfort while driven? Excellent Very good Good Average

12) A Starline automobile has got the largest boot space in its segment, what do you think about it? Very good Good Average

13) What do you think about the different variations of price level provided by Starline automobiles? Highly price Moderate/average price Low price

14) Finally, what is your suggestion for the Starline automobiles for the conditions and requirement provided by them? ______________________________________________________________________________ ______________________________________________________________________________ _____________________________________________

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