A Project report On To analyses the customer satisfaction of K.S.Ford in Bhilwara
Submitted as a requirement for the partial fulfillment of Degree of bachelor of business administration Maharshi Dayanand Saraswati University, (MDSU)
Session 2010-11
Submitted to:
Submitted by:
Mrs. Geeta chodhary Sourabh Ajmera Director, vidya college final year, BBA Under the guidance of: Miss. Kavita Vyas Mr. Manish Vyas Vidya professional & technical college Bhilwara, (Paldi)
STUDENT UNDER TAKING
This is to certify that I have completed the Project titled “To analyses the customer satisfaction of K.S.Ford in Bhilwara” in Bhilwara branch in the guidance of Branch Manager:- Mr. HITESH KAPOOR in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration at VIDYA Professional &Tech. College, Bhilwara. This is an original piece of work & I have not submitted it earlier elsewhere.
CERTIFICATE
This is to certify that the project titled is “To analyses the customer satisfaction of K.S.Ford in Bhilwara ” an academic work done by Sourabh Ajmera submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Vidya Professional & Tech. College Bhilwara, under my guidance direction. To the best of my knowledge and belief the data & information presented by him in the project has not been submitted earlier.
Mr.Hitesh Kapoor
(Branch manager)
Content
Acknowledgement
I am very thankful to God. I have completed my project nicely, effectively and moreover on time. I am equally grateful to my teacher Mr. Manish Vyas & Miss. Kavita Vyas for giving me such interesting topic. I would like to thank my Project Guide BRANCH MANAGER of K.S. FORD BHILWARA MR. HITESH KAPUR for his immense guidance, valuable help and the opportunity provided to me to complete the project under his guidance. I would like to thank all faculty members of VIDYA PROFESSIONAL & TECH.COLLEGE BHILWARA for guiding and supporting me in the completion of project from time to time. Last but not the least, my gratitude to great almighty and my parents without whose concerned and devoted support the project would not have been the way it is today. Lastly, I offer my regards and blessing to all of those who supported me in any respect during the completion of the project.
Sourabh Ajmera Final year- BBA
Preface
“No study in class can give the practical exposure or the real life experience” What a person can learn in the classroom, lectures, group discussion, debates is helpful improving the personality of a student, but the practical exposures in the field help the student in long run of life. I got opportunity to do summer training at K.S.Ford Bhilwara. The duration of summer training was 45 days. The very first day when I joined K.S.Ford, I was lost in a new world knowing nothing. But the passage of time one can eventually know what exactly activities going around him and with what purpose I have adjusted myself in the environment due to the kind cooperation of people working there.
My summer training project at ford company is a complete experience in itself, which has provided me with understanding, which has become an in separable part of my knowledge of management being learning in BBA . I computed the project entitle “Marketing Strategies of Ford Motors” this project us carried out to analyze and study the position of company in the eye of customer and finding the problem area.
This work is intended to be useful for researchers, financial, marketing department, sales department, service department, office department, corporate field.
Sourabh Ajmera Final year- BBA
Executive summary:
Executive summary as the name indicate is the summary of the project work done during the summer training at some of the know organization. “One and the only certain thing in this world is uncertainty”
The organization where I have done my summer training is ford Bhilwara. I have selected security sectors because it is the sector which plays an important role in a country’s economy as well as in an individual’s life not only in present time but from the time from which it came into existence. Automobile industry is “most happening industry” now days. It is a very dynamic industry in which many drastic changes have taken place in recent year. This industry has so much ups and down but it has bright future. So keeping in mind the service provide by ford and the sector from which it is belong I think ford is the right choice of mine to do summer training project.
This project is concern about the marketing strategies. Rather more specifically saying the project is an attempt to know awareness about marketing strategies of ford. Indirectly we had done marketing of ford and create awareness about best investment option available at the ford. For the purpose of study I had targeted customer- in include known & unknown customer, and what’s his answer with help of questionnaire….& cold calling/. I had also collected primary as well as secondary data as follows:
Primary data collection:
a) Questionnaire or cold calling b) Seminars (man & women’s) c) Presentations in industries
Secondary data collection:
a) By internet b) By Past records c) Help of teachers
We conclude that:a) Very much knowledge about automobile industry. b) If proper follow up is done on targeted people then a firm can increase its no. of customer. c) Many people are not aware about the benefits and quality of ford motors his vehicles.
INTRODUCTION
INTRODUCTION TO THE TOPIC
Today?s society is warm with urbanization and demonstration effect .With a view towards it, there are drastic changes coming up in all sectors even in the automobile Industries. The following information gives an insight about it. In the present context the companies operate on the principle of natural selection –“Survival Of The “Fittest”. Only those companies will succeed which at best match to the current environmental imperatives – those who can deliver what people are ready to buy. But real Selling does not involve the art of Marketing what the manufacturers make. Organizations gain market leadership by understanding consumer needs and finding . solutions that delight consumers .If customer value and satisfaction are absent, no amount of promotion or selling can be compensate . Hence the aim of Selling is to build and manage.
Profitable customer relationship
This is a part of the strategic selling done by every company to achieve it Objectives and goals .To maximize the profits and long term plans every organization has to follow a strategic planning. Selling is much more than just an isolated business function – it is a philosophy that guides the entire organization towards sensing, serving and satisfying consumer needs. The selling department cannot accomplish the company?s customer relationship-building goals by it self. It must partner closely with other departments in the company and with other organization throughout its entire value – delivery network to provide superior customer Value and satisfaction. Thus selling calls upon everyone in the organization to “think customer” and to do all they can to help build and manage profitable customer relationship .selling is all around us, and we need to know that it is not only used by manufacturing companies, wholesaler and retailers, but also by all kinds of individuals and organizations.
There are four major, powerful themes that go to the heart of modern Selling theory and practice, they are:
1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. 2. BUILDING AND MANAGING STRONG BRANDS. 3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. 4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.
OBJECTIVE
OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
To analysis the costumer satisfaction of K.S.Ford in Bhilwara…..
Secondary objectives : 1. 2. 3. 4. 5. 6. 7. 8. To know the effective factors for preferring 4 wheelers(Cars) To know the factor of awareness of the cars to study and analyze the promotional Strategies of ford to know whether the customers are satisfied with the offers given by the dealer To know which kind of offers can attract the new customers To find the area to be improved To find out satisfaction of the customers To find the reasons for the dissatisfaction
9. To study the channel levels involved in the promotion of Ford. 10. TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars. 11. TO study and analyze the distributors perception regarding the promotional and distributional strategies of Ford.
INTRODUCTION TO AUTOMOBILE INDUSTRY
One of the fastest growing industries in the world is automobile industry. This Automobile industry seven has it influence on the Indian market. Probably automobile industries occupy a large market share in the worlds market as well as in the Indian market. Nearly 18% of the total national income is being incurred from the automobile industry. From this we can estimate how important is the automobile industry in the improvement of GDP of a country .In India automobile industry has a growth rate is at the average of 1012%.
INDIAN AUTOMOBILE INDUSTRY SINCE 1947:
Its fascinating drive through history which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth. India?s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. The goal at that time for independent India was self-sufficiency. Issues like quality and efficiency were simply not considered. Dependence of foreign technology was banned and manufacturers were forced to localize their products; import substitution became the order of the day. Though we learnt to localize, the cars we made were all outdated designs with little or not improvements for decades. The automotive industry stagnated under the government?s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years. This attempt at self-reliance failed miserably because of the industry?s isolation from the best technology. The Japanese and later Korean auto industries were also highly Protected in their formative years but they never shut the door on technology. Instead, they relentlessly tapped the best talent pools in the world to absorb the know-how to produce good cars.
One of the most important chapters in the Indian automotive industry?s history was written by Maruti. It marked the Indian government getting into the far business in the early 1980?s, a radical shift in thinking after decades of treating cars with disdain. The Maruti 800 went on to become the staple car of India and put a nation on wheels. This little car set a benchmark for price, size and quality and structured India as small car market. It wasn?t till 1993 that things really started to change for the Indian car buyer. With the liberalization of the economy, a host of international carmakers rushed in But most of them were in for a shock as Indian customers rejected their product .Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered . The Indian consumer wanted super value, and rewarded the brands that delivered it, handsomely. Hyundai and Maruti delivered, and profited. The period also saw the emergence of the Indian players like Tata Motors and Mahindra &Mahindra. They rose to the challenge of the MNC?s and responded brilliantly With the Indica and the Scorpio. This was ironically due to the license raj that forced Indian. Carmakers to be innovative and develop products frugally. India?s frugal engineering skill has now caught the world?s imagination, and an increasing number of carmakers are preparing to setup major capacities here.
India is changing and changing fast. It?s moving forward. India?s largest-selling car is not its cheapest car, the 800.It is the Alto. People?s aspirations are rising and so are their mistakes, have got their finger on the pulse of the market. Get the right product and the rewards are handsome. The Indian auto industry is today bubbling with promise and confidence it?s been along journey but to see where the Indian car industry is going. We have to see where it has been.
AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE:
The first motorcar on the streets of India was seen in 1898, Bombay had it first Taxicabs by the turn of the century in 1903, an American company began a public taxi service with a fleet of 50 cars for about 50 years after car arrived in India, cars were directly imported. Before World War I, around 40,000 motor vehicles were imported. During the years between the wars, a small start for an automobile industry was made when assembly plant were established in Bombay, Calcutta and Madras.
The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000Units by 1930.It was during the end of the war that the importance of establishing an Indigenous automobile in India was realized Premier Motors, Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry.
POST- INDEPENDENCE:
The government clamped down on imports and foreign investments. Companies like GM and Ford packed their bags and left. India?s clock, thereafter, stood still while the world raced on ahead It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again.
BROADBANDING ERA:
In January 1985, the government announced it?s famous „broad banding? policy which Gave new licenses to brad groups of automotive products such as two and four-wheeled Vehicles.
Through a liberal move, the licensing system was very much intact. A manufacturer had to submit a phased-manufacturing programmer to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. The biggest hurdle was the foreign-exchange clearance required for these projects. Except for MUL, which had direct access to policy-makers, every other manufacturer still?
Faced a series of obstacles. Several new products were launched during this period. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1 body with the old twoliter Vanguard engine.HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing Ambassador engine into it and the Contests was born.
THE BIRTH OF THE AMBASSADOR:
In 1957, a small tail fin was added on either side of the rear fenders, along with a new, dimpled hood, and the car was rechristened the Ambassador Mark I. The car cost Rs.17, 000.In 1963, it underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark II. It would be another 12 years before the Ambassador got a facelift. In 1975, another minor facelift to the same grille and a much bigger frontal facelift Turned out as the Mark III.The Mark IV, launched in 1979, was the last of the Mark cars. The Ambassador Nova was launched in 1990, followed by Ambassador 1800 ISZ three years later. The Nova was the last Ambassador powered by the 1489cc petrol engine. In 2004, HM launched the cosmetically-revised Ambassador under the Avi go name. Designed by Mavendra Singh, the retro look Amigo had classic touch internals like a centrally Mounted console, beige-colored seats and wood finish interiors.
COMPANY PROFILE
K.S. Ford Motor Company BHILWARA
Our Core Values & Beliefs:
K.S. Ford?s Core Values and belies are a reflection of it?s Commitment to build a word class, learning organization, to excel and win in all its endeavors:
Customer Focus
? Be sensitive to the needs of the customers; develop superior Customer insight ? Commitment to surpass expectations Superior value
Innovation & Excellence
? Think differently & promote creativity ? Make continuous improvements a way of life; drive excellence
People Development
? Continuously improve & upgrade the skills & competencies of our people ? Support people to relies their potential
Team Work
? Work closely as cohesive, well-knit team ? Inculcate a spirit of openness & collaboration
Relationship & Human dignity
? Value people & partnerships ? Nurture understanding, compassion, trust & respect in all relationship ? Be a socially responsible organization, addressing the needs of the community & environment ? Conduct business ethically ? Maintain highest standards of personal integrity
Social Responsibility & Ethics
Our Commitment…
WE all shall:
? Imbibe & Integrate the values & Beliefs in our day to day working ? Uphold them with Complete Sincerity ? Adopt & Own them
The Meaning…
Values & Beliefs are an Organization’s Intrinsic, in-depth expression & articulation of:
? Its fundamental principles & philosophy ? How it would like to conduct its business ? Its guiding force, approach that it would like to Adopt for achievement of its goals ? Its standards & condition of performance ? The qualities & virtues it would like to uphold as its way of life ? What it stands for In essence & spirit
How much product will be in K.S.Ford 1) Endeavour 2) Fiesta 3) Icon 4) Figo
1)
Endeavour
2) Fiesta
3) Icon
4) Figo
Research Methodology
Research methodology Research objective: To find out the marketing strategies of k.s. ford among the people in the city bhilwara. Why I have done the research on this topic?
“all
progress is born of inquiry
Doubt is often. Better than overconfidence For it leads to inquiry and leads to invention” Increased amounts of research make progress possible. It inculcates scientific & inductive thinking & it promotes the development of logical habits of thinking & organization The main reason of my research are1) To promote-what is k.s.ford? -what are the facilities it provides ? - analysis the demand of the customer. 2) How can we capture the mindset of people toward us ? 3) To draw the exact picture that visualize how our firm is better . other automobile company 4) Better planning & profit maximization in future. 5) To built the customer relationship by providing best facility.
Research design:
“A research design is an arrangement for collection and analysis of data in a manner to the research purpose with The economy in procedure. Here in study research design includes population , frame, sampling technique.”
Population / universe:
We had taken the finite universe because we know the number of people in bhilwara Cuctomer-100 (appox) We choose the exploratory design for our research. This design is appropriate for such studies, which are flexible enough to provide opportunity for considering different aspects of a problems under study. The major emphasis in on the discovery of ideas and insights. For doing exploratory design we generally adept three methods1) Survey of concerning literature 2) The experience survey & 3) The analysis of ‘insight-stimulating’. I)We found it is the most simple & fruitful method of formulating precisely the research problem or developing hypothesis. In this we hypothes that is stated by earlier trainees and use this data for further research. We follow up, review & build upon the work already done by others.
II)
Experience survey:
In it we target or take survey the people who had practical experience with the problem to be studied. This confronted us by new ideas. For this purpose we prepared questionnaire & gave them time to think over matter. By this we find that they contribute effectively.
III) Insight – stimulating method consists of the intensive study of selected instances of the phenomenon in which one is interested
Method of data collection:
There are 2 methods by which we collect the data for further research1) Primary data collection 2) Secondary data collection Primary data collection: These are the data that are collected afresh & the first time & thus happen to be original to be original character. a) Questionnaire or cold calling b) Seminars c) Personal meeting with customers d) Meeting with sales consultative Secondary data collection: a) Websites b) By internet c)By past record
Analysis and interpretation of data
Name: Address: Dear sir, We are grateful for your continued patronage. As you are kindly aware that we are ford certified organization and we have already upgraded our quality management system in line with ford standard in line with quality system procedures, we shall highly appreciate your response to enable as understand your requirement to serve you better. Mobile date:
1. what do you feel about the service of K.S.Ford
a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
Interpretation: form this we can inperpretated that only 80% people are aware
K.S.Ford services
2) .do you get delivery of our product in time , as per your expectation ?
a) b) c) d)
Always on time (100%-exellent) Mostly on time (Above 75%- very good ) Usually on time (Above 60%- Good) Rarely on Time (Above 40%-Average)
70% 15% 10% 5%
d) Rarely on Time (Above 40%Average) c) Usually on 5% time (Above 60%- Good) 10% b) Mostly on time (Above 75%- very good ) 15%
Delivery of product in time
a) Always on time (100%exellent) 70%
Interpretation: it is interpreted that always on time to time delivery of service Product.
3) In what condition do you get the car when order:
a) b) c) d)
Always in sound condition (100%-excellent) Mostly on sound condition (above 75%-very good) Usually on time (Above 755- very good) Rarely on time (Above 40%-Average
80% 15% 5% 0%
a) Always in sound condition (100%excellent) b) Mostly on sound condition (above 75%very good) c) Usually on time (Above 755- very good) d) Rarely on time (Above 40%-Average
Interpretation: : from the above graph we can interpretate always in sound condition get the car when order…
4) how do you rate the delivery of our product ?
a) b) c) d) e)
Excellent Very good Good Average Poor
80% 10% 5% 5% 0%
a) Excellent b) Very good c) Good d) Average e)
Interpretation: from the above graph we can interpretate always product delivery in time
5. Communication opportunities with sales staff:
a) b) c) d)
Always avaliable (100%-excellent) Mostly available (above 75%-very good ) Usually available (above 60%-good) Sometime available (above 40%Average)
85% 10% 5% 0%
a) Always avaliable (100%excellent) b) Mostly available (above 75%-very good ) c) Usually available (above 60%-good) d) Sometime available (above 40%Average)
Interpretation: from the above graph we can interpretate the sales staff is good….
6. Company response on your feedback/Resolution of your problem:
a) b) c) d) e)
Excellent Very good Good Average Poor
90% 8% 2% 0% 0%
a) Excellent b) Very good c) Good d) Average e) Poor
Interpretataion: from the above graph we can interpret that Company response on feedback/Resolution of customer problem way is good…
7. How do you compare the Service of K.S.Ford with other brand of other companies ?
S.no. a) b) c) d) K.S.Ford Better Good At Per Bellow TATA motrs maruty suzuki Hyundai others
8) Kindly give your suggestion / recommendation for further improvement in our products / services in order to enable us to serve you better:
Conclusion
Conclusion
With the help of questionnaire and data interpretation we came to end that people want to in ford motors. But they are not aware about facilities of ford vehicles. People have curiosity to know about ford motors is very highly cost with others automobile company. So Investment Company has a bright future. We conclude that:? less awareness about automobile company ford Very few peoples are aware about the firm and investment option available ? proper follow up If proper follow up is done on targeted people then a firm can increase its no. of clients. ? Timely updating: If we designed the portfolios of individual to his or her requirement and update it timely then it is beneficial to both (company as well as client. ? People are not aware about the benefits derived from facilities better than other option.
? Most of the people only heard about portfolio but they don’t know exact benefits. General awareness about it is very less. ? Some reasons can be sited for this is lack of advertising efforts done by ford. People also few lick to invest in any company as they think convert in ford motors.
? Most of the people are aware only about the general knowledge
of ford so company should be done the advertising and help with cold calling.
The Needs & Purpose…
? Act as a unifying & integrating force cutting across all barriers & boundaries ? Serve as a guide post for everyone ? Provide strength to the purpose of business ? Assimilation of individual values & beliefs with that of the Organization ? Identify area (S) of thrust & focus for achievement of goals ? Strengthen & rejuvenate the renewal processes of the Organization
Suggestion
1.Increase promotion at local level by Hoarding, and Road shows 2. Collect Customer Feedback On timely Basis specially of those Customer Who wear old one of ford. 3.Sales team training on timely basis as well as provide them updated knowledge 4. Provide Competitor?s weakness information as well as their pricing 5. 6.They should follow better sales promotion schems to make people aware and develop their interest. 7.money is a precious pearl. people think twice before spending it. So the company have to built a good brand image as well as strong trust to sustain in the competitive market. 8.They should given better packaeg to the sales consultant 9. 10.Proper seminars should be conducted timely and free entry of people should be there so more and more people can gain the knowledge about it.
Market Overview
? India to be 3rd largest car market as per financial Express. ? The projected size for China is USD 62 million and for US USD 23 million and for india it will be USD 20 Million. ? In 2017 China will be no. 1 and India on 2nd Spot. ? In 2010-11 market will grow up to 10-12% ? Accounting to figures released by the Society of Indian Automobile Manufacturers (SIAM), domestic passenger car sales have increased 32.28 per cent to reach 145,905 units in January 2010 from 110,300 units in the same month last year. ? Across all categories, total sale of vehicles increased 44.94 per cent to 1,114,157 units in January 2010, against 768,698 units in the January 2009. ? Competition im the country’s auto sector is likely to increase due to increasing penetration of globle original equipment manufacturers (OEM)
Car Segment
1.Small Cars 1.Midsize Cars 3.Luxury Cars 4.Utility Cars
Car manufacturer in india
? In india 30 car manufacturer”s providing their Services ? Segnent of manufacture’s 1.Small cars: Maruti,Hyundai,Tata,Ford 2.Midsize cars:Ford, Mahindra, Hindustan Moter’s Hyundai 3.Luxury Cars: Mercedes, Skoda, Toyota,BMW 4.Utility Cars: TATA,Chevrolet,Mahindra,Ford
Annexure
? Questionnaire ? Bibliography
Questionnaire
1.what do you feel about the service of K.S.Ford
a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
\
2) .do you get delivery of our product in time , as per your expectation ?
Always on time (100%-exellent)
a) b) c) d)
Mostly on time (Above 75%- very good ) Usually on time (Above 60%- Good) Rarely on Time (Above 40%-Average)
70% 15% 10% 5%
3) In what condition do you get the car when order:
a) b) c) d)
Always in sound condition (100%-excellent) Mostly on sound condition (above 75%-very good) Usually on time (Above 755- very good) Rarely on time (Above 40%-Average
80% 15% 5% 0%
4) how do you rate the delivery of our product ? a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
5. Communication opportunities with sales staff:
a) b) c) d) Always avaliable (100%-excellent) Mostly available (above 75%-very good ) Usually available (above 60%-good) Sometime available (above 40%Average) 85% 10% 5% 0%
6. Company response on your feedback/Resolution of your problem:
a) b) c) d) e)
Excellent Very good Good Average Poor
90% 8% 2% 0% 0%
7. How do you compare the Service of K.S.Ford with other brand of other companies ?
S.no. a) b) c) d) K.S.Ford Better Good At Per Bellow TATA motrs maruty suzuki Hyundai others
8) Kindly give your suggestion / recommendation for further improvement in our products / services in order to enable us to serve you better:
Bibliography
Bibliography – 1. The product manual of K.S.Ford. 2. The product manual of the other automobile company.
References – 1. References taken from the project officer. 2. Research methodology book of prof. S.P. Kasande.
Website visited1. www.ford motors 2. www.valueresearch.com 3. www.amfiindia.com 4. www.k.s. ford.com 5 .by Google search
doc_895902814.docx
Submitted as a requirement for the partial fulfillment of Degree of bachelor of business administration Maharshi Dayanand Saraswati University, (MDSU)
Session 2010-11
Submitted to:
Submitted by:
Mrs. Geeta chodhary Sourabh Ajmera Director, vidya college final year, BBA Under the guidance of: Miss. Kavita Vyas Mr. Manish Vyas Vidya professional & technical college Bhilwara, (Paldi)
STUDENT UNDER TAKING
This is to certify that I have completed the Project titled “To analyses the customer satisfaction of K.S.Ford in Bhilwara” in Bhilwara branch in the guidance of Branch Manager:- Mr. HITESH KAPOOR in partial fulfillment of the requirement for the award of degree of Bachelor of Business Administration at VIDYA Professional &Tech. College, Bhilwara. This is an original piece of work & I have not submitted it earlier elsewhere.
CERTIFICATE
This is to certify that the project titled is “To analyses the customer satisfaction of K.S.Ford in Bhilwara ” an academic work done by Sourabh Ajmera submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Vidya Professional & Tech. College Bhilwara, under my guidance direction. To the best of my knowledge and belief the data & information presented by him in the project has not been submitted earlier.
Mr.Hitesh Kapoor
(Branch manager)
Content
Acknowledgement
I am very thankful to God. I have completed my project nicely, effectively and moreover on time. I am equally grateful to my teacher Mr. Manish Vyas & Miss. Kavita Vyas for giving me such interesting topic. I would like to thank my Project Guide BRANCH MANAGER of K.S. FORD BHILWARA MR. HITESH KAPUR for his immense guidance, valuable help and the opportunity provided to me to complete the project under his guidance. I would like to thank all faculty members of VIDYA PROFESSIONAL & TECH.COLLEGE BHILWARA for guiding and supporting me in the completion of project from time to time. Last but not the least, my gratitude to great almighty and my parents without whose concerned and devoted support the project would not have been the way it is today. Lastly, I offer my regards and blessing to all of those who supported me in any respect during the completion of the project.
Sourabh Ajmera Final year- BBA
Preface
“No study in class can give the practical exposure or the real life experience” What a person can learn in the classroom, lectures, group discussion, debates is helpful improving the personality of a student, but the practical exposures in the field help the student in long run of life. I got opportunity to do summer training at K.S.Ford Bhilwara. The duration of summer training was 45 days. The very first day when I joined K.S.Ford, I was lost in a new world knowing nothing. But the passage of time one can eventually know what exactly activities going around him and with what purpose I have adjusted myself in the environment due to the kind cooperation of people working there.
My summer training project at ford company is a complete experience in itself, which has provided me with understanding, which has become an in separable part of my knowledge of management being learning in BBA . I computed the project entitle “Marketing Strategies of Ford Motors” this project us carried out to analyze and study the position of company in the eye of customer and finding the problem area.
This work is intended to be useful for researchers, financial, marketing department, sales department, service department, office department, corporate field.
Sourabh Ajmera Final year- BBA
Executive summary:
Executive summary as the name indicate is the summary of the project work done during the summer training at some of the know organization. “One and the only certain thing in this world is uncertainty”
The organization where I have done my summer training is ford Bhilwara. I have selected security sectors because it is the sector which plays an important role in a country’s economy as well as in an individual’s life not only in present time but from the time from which it came into existence. Automobile industry is “most happening industry” now days. It is a very dynamic industry in which many drastic changes have taken place in recent year. This industry has so much ups and down but it has bright future. So keeping in mind the service provide by ford and the sector from which it is belong I think ford is the right choice of mine to do summer training project.
This project is concern about the marketing strategies. Rather more specifically saying the project is an attempt to know awareness about marketing strategies of ford. Indirectly we had done marketing of ford and create awareness about best investment option available at the ford. For the purpose of study I had targeted customer- in include known & unknown customer, and what’s his answer with help of questionnaire….& cold calling/. I had also collected primary as well as secondary data as follows:
Primary data collection:
a) Questionnaire or cold calling b) Seminars (man & women’s) c) Presentations in industries
Secondary data collection:
a) By internet b) By Past records c) Help of teachers
We conclude that:a) Very much knowledge about automobile industry. b) If proper follow up is done on targeted people then a firm can increase its no. of customer. c) Many people are not aware about the benefits and quality of ford motors his vehicles.
INTRODUCTION
INTRODUCTION TO THE TOPIC
Today?s society is warm with urbanization and demonstration effect .With a view towards it, there are drastic changes coming up in all sectors even in the automobile Industries. The following information gives an insight about it. In the present context the companies operate on the principle of natural selection –“Survival Of The “Fittest”. Only those companies will succeed which at best match to the current environmental imperatives – those who can deliver what people are ready to buy. But real Selling does not involve the art of Marketing what the manufacturers make. Organizations gain market leadership by understanding consumer needs and finding . solutions that delight consumers .If customer value and satisfaction are absent, no amount of promotion or selling can be compensate . Hence the aim of Selling is to build and manage.
Profitable customer relationship
This is a part of the strategic selling done by every company to achieve it Objectives and goals .To maximize the profits and long term plans every organization has to follow a strategic planning. Selling is much more than just an isolated business function – it is a philosophy that guides the entire organization towards sensing, serving and satisfying consumer needs. The selling department cannot accomplish the company?s customer relationship-building goals by it self. It must partner closely with other departments in the company and with other organization throughout its entire value – delivery network to provide superior customer Value and satisfaction. Thus selling calls upon everyone in the organization to “think customer” and to do all they can to help build and manage profitable customer relationship .selling is all around us, and we need to know that it is not only used by manufacturing companies, wholesaler and retailers, but also by all kinds of individuals and organizations.
There are four major, powerful themes that go to the heart of modern Selling theory and practice, they are:
1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. 2. BUILDING AND MANAGING STRONG BRANDS. 3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. 4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE.
OBJECTIVE
OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
To analysis the costumer satisfaction of K.S.Ford in Bhilwara…..
Secondary objectives : 1. 2. 3. 4. 5. 6. 7. 8. To know the effective factors for preferring 4 wheelers(Cars) To know the factor of awareness of the cars to study and analyze the promotional Strategies of ford to know whether the customers are satisfied with the offers given by the dealer To know which kind of offers can attract the new customers To find the area to be improved To find out satisfaction of the customers To find the reasons for the dissatisfaction
9. To study the channel levels involved in the promotion of Ford. 10. TO study and analyze the customer's perception regarding the usefulness/utility of Ford cars. 11. TO study and analyze the distributors perception regarding the promotional and distributional strategies of Ford.
INTRODUCTION TO AUTOMOBILE INDUSTRY
One of the fastest growing industries in the world is automobile industry. This Automobile industry seven has it influence on the Indian market. Probably automobile industries occupy a large market share in the worlds market as well as in the Indian market. Nearly 18% of the total national income is being incurred from the automobile industry. From this we can estimate how important is the automobile industry in the improvement of GDP of a country .In India automobile industry has a growth rate is at the average of 1012%.
INDIAN AUTOMOBILE INDUSTRY SINCE 1947:
Its fascinating drive through history which begins as a story of isolation and missed opportunities to one of huge potential and phenomenal growth. India?s fixation with socialism and planned economies had a crippling impact on the automotive industry in its formative years. The goal at that time for independent India was self-sufficiency. Issues like quality and efficiency were simply not considered. Dependence of foreign technology was banned and manufacturers were forced to localize their products; import substitution became the order of the day. Though we learnt to localize, the cars we made were all outdated designs with little or not improvements for decades. The automotive industry stagnated under the government?s stifling restrictions and the Indian car buyer was saddled with cars of appalling quality and even then there was a waiting list that at one point stretched to eight years. This attempt at self-reliance failed miserably because of the industry?s isolation from the best technology. The Japanese and later Korean auto industries were also highly Protected in their formative years but they never shut the door on technology. Instead, they relentlessly tapped the best talent pools in the world to absorb the know-how to produce good cars.
One of the most important chapters in the Indian automotive industry?s history was written by Maruti. It marked the Indian government getting into the far business in the early 1980?s, a radical shift in thinking after decades of treating cars with disdain. The Maruti 800 went on to become the staple car of India and put a nation on wheels. This little car set a benchmark for price, size and quality and structured India as small car market. It wasn?t till 1993 that things really started to change for the Indian car buyer. With the liberalization of the economy, a host of international carmakers rushed in But most of them were in for a shock as Indian customers rejected their product .Indian customers refused to allow the glitter of prestigious brands blind them to the outdated and overpriced products they were offered . The Indian consumer wanted super value, and rewarded the brands that delivered it, handsomely. Hyundai and Maruti delivered, and profited. The period also saw the emergence of the Indian players like Tata Motors and Mahindra &Mahindra. They rose to the challenge of the MNC?s and responded brilliantly With the Indica and the Scorpio. This was ironically due to the license raj that forced Indian. Carmakers to be innovative and develop products frugally. India?s frugal engineering skill has now caught the world?s imagination, and an increasing number of carmakers are preparing to setup major capacities here.
India is changing and changing fast. It?s moving forward. India?s largest-selling car is not its cheapest car, the 800.It is the Alto. People?s aspirations are rising and so are their mistakes, have got their finger on the pulse of the market. Get the right product and the rewards are handsome. The Indian auto industry is today bubbling with promise and confidence it?s been along journey but to see where the Indian car industry is going. We have to see where it has been.
AUTOMOBILE INDUSTRY IN PRE-INDEPENDENCE:
The first motorcar on the streets of India was seen in 1898, Bombay had it first Taxicabs by the turn of the century in 1903, an American company began a public taxi service with a fleet of 50 cars for about 50 years after car arrived in India, cars were directly imported. Before World War I, around 40,000 motor vehicles were imported. During the years between the wars, a small start for an automobile industry was made when assembly plant were established in Bombay, Calcutta and Madras.
The import/assembly of vehicles grew consistently after the 1920s, crossing 30,000Units by 1930.It was during the end of the war that the importance of establishing an Indigenous automobile in India was realized Premier Motors, Hindustan Motors and Mahindra & Mahindra set up factories in the 1940s for progressive manufacture rather than assembly from imported components. The cars they chose to make were the latest in the world when they were introduced in India in the formative years of the industry.
POST- INDEPENDENCE:
The government clamped down on imports and foreign investments. Companies like GM and Ford packed their bags and left. India?s clock, thereafter, stood still while the world raced on ahead It would take nearly 50 years before the Indian auto industry could catch up with the rest of the world again.
BROADBANDING ERA:
In January 1985, the government announced it?s famous „broad banding? policy which Gave new licenses to brad groups of automotive products such as two and four-wheeled Vehicles.
Through a liberal move, the licensing system was very much intact. A manufacturer had to submit a phased-manufacturing programmer to the Ministry of Industry specifying the indigenization progress and allowing for almost complete indigenization within five to seven years. The biggest hurdle was the foreign-exchange clearance required for these projects. Except for MUL, which had direct access to policy-makers, every other manufacturer still?
Faced a series of obstacles. Several new products were launched during this period. All three traditional carmakers added new models to their ranges – Standard Motors returned to the car business after 10 years, when in 1985 it introduced the Standard 2000, a Rover SD1 body with the old twoliter Vanguard engine.HM bought in a 1972 Vauxhall Victor in 1985, transplanted its ageing Ambassador engine into it and the Contests was born.
THE BIRTH OF THE AMBASSADOR:
In 1957, a small tail fin was added on either side of the rear fenders, along with a new, dimpled hood, and the car was rechristened the Ambassador Mark I. The car cost Rs.17, 000.In 1963, it underwent a frontal facelift with a closely checkered grille and was named the Ambassador Mark II. It would be another 12 years before the Ambassador got a facelift. In 1975, another minor facelift to the same grille and a much bigger frontal facelift Turned out as the Mark III.The Mark IV, launched in 1979, was the last of the Mark cars. The Ambassador Nova was launched in 1990, followed by Ambassador 1800 ISZ three years later. The Nova was the last Ambassador powered by the 1489cc petrol engine. In 2004, HM launched the cosmetically-revised Ambassador under the Avi go name. Designed by Mavendra Singh, the retro look Amigo had classic touch internals like a centrally Mounted console, beige-colored seats and wood finish interiors.
COMPANY PROFILE
K.S. Ford Motor Company BHILWARA
Our Core Values & Beliefs:
K.S. Ford?s Core Values and belies are a reflection of it?s Commitment to build a word class, learning organization, to excel and win in all its endeavors:
Customer Focus
? Be sensitive to the needs of the customers; develop superior Customer insight ? Commitment to surpass expectations Superior value
Innovation & Excellence
? Think differently & promote creativity ? Make continuous improvements a way of life; drive excellence
People Development
? Continuously improve & upgrade the skills & competencies of our people ? Support people to relies their potential
Team Work
? Work closely as cohesive, well-knit team ? Inculcate a spirit of openness & collaboration
Relationship & Human dignity
? Value people & partnerships ? Nurture understanding, compassion, trust & respect in all relationship ? Be a socially responsible organization, addressing the needs of the community & environment ? Conduct business ethically ? Maintain highest standards of personal integrity
Social Responsibility & Ethics
Our Commitment…
WE all shall:
? Imbibe & Integrate the values & Beliefs in our day to day working ? Uphold them with Complete Sincerity ? Adopt & Own them
The Meaning…
Values & Beliefs are an Organization’s Intrinsic, in-depth expression & articulation of:
? Its fundamental principles & philosophy ? How it would like to conduct its business ? Its guiding force, approach that it would like to Adopt for achievement of its goals ? Its standards & condition of performance ? The qualities & virtues it would like to uphold as its way of life ? What it stands for In essence & spirit
How much product will be in K.S.Ford 1) Endeavour 2) Fiesta 3) Icon 4) Figo
1)
Endeavour
2) Fiesta
3) Icon
4) Figo
Research Methodology
Research methodology Research objective: To find out the marketing strategies of k.s. ford among the people in the city bhilwara. Why I have done the research on this topic?
“all
progress is born of inquiry
Doubt is often. Better than overconfidence For it leads to inquiry and leads to invention” Increased amounts of research make progress possible. It inculcates scientific & inductive thinking & it promotes the development of logical habits of thinking & organization The main reason of my research are1) To promote-what is k.s.ford? -what are the facilities it provides ? - analysis the demand of the customer. 2) How can we capture the mindset of people toward us ? 3) To draw the exact picture that visualize how our firm is better . other automobile company 4) Better planning & profit maximization in future. 5) To built the customer relationship by providing best facility.
Research design:
“A research design is an arrangement for collection and analysis of data in a manner to the research purpose with The economy in procedure. Here in study research design includes population , frame, sampling technique.”
Population / universe:
We had taken the finite universe because we know the number of people in bhilwara Cuctomer-100 (appox) We choose the exploratory design for our research. This design is appropriate for such studies, which are flexible enough to provide opportunity for considering different aspects of a problems under study. The major emphasis in on the discovery of ideas and insights. For doing exploratory design we generally adept three methods1) Survey of concerning literature 2) The experience survey & 3) The analysis of ‘insight-stimulating’. I)We found it is the most simple & fruitful method of formulating precisely the research problem or developing hypothesis. In this we hypothes that is stated by earlier trainees and use this data for further research. We follow up, review & build upon the work already done by others.
II)
Experience survey:
In it we target or take survey the people who had practical experience with the problem to be studied. This confronted us by new ideas. For this purpose we prepared questionnaire & gave them time to think over matter. By this we find that they contribute effectively.
III) Insight – stimulating method consists of the intensive study of selected instances of the phenomenon in which one is interested
Method of data collection:
There are 2 methods by which we collect the data for further research1) Primary data collection 2) Secondary data collection Primary data collection: These are the data that are collected afresh & the first time & thus happen to be original to be original character. a) Questionnaire or cold calling b) Seminars c) Personal meeting with customers d) Meeting with sales consultative Secondary data collection: a) Websites b) By internet c)By past record
Analysis and interpretation of data
Name: Address: Dear sir, We are grateful for your continued patronage. As you are kindly aware that we are ford certified organization and we have already upgraded our quality management system in line with ford standard in line with quality system procedures, we shall highly appreciate your response to enable as understand your requirement to serve you better. Mobile date:
1. what do you feel about the service of K.S.Ford
a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
Interpretation: form this we can inperpretated that only 80% people are aware
K.S.Ford services
2) .do you get delivery of our product in time , as per your expectation ?
a) b) c) d)
Always on time (100%-exellent) Mostly on time (Above 75%- very good ) Usually on time (Above 60%- Good) Rarely on Time (Above 40%-Average)
70% 15% 10% 5%
d) Rarely on Time (Above 40%Average) c) Usually on 5% time (Above 60%- Good) 10% b) Mostly on time (Above 75%- very good ) 15%
Delivery of product in time
a) Always on time (100%exellent) 70%
Interpretation: it is interpreted that always on time to time delivery of service Product.
3) In what condition do you get the car when order:
a) b) c) d)
Always in sound condition (100%-excellent) Mostly on sound condition (above 75%-very good) Usually on time (Above 755- very good) Rarely on time (Above 40%-Average
80% 15% 5% 0%
a) Always in sound condition (100%excellent) b) Mostly on sound condition (above 75%very good) c) Usually on time (Above 755- very good) d) Rarely on time (Above 40%-Average
Interpretation: : from the above graph we can interpretate always in sound condition get the car when order…
4) how do you rate the delivery of our product ?
a) b) c) d) e)
Excellent Very good Good Average Poor
80% 10% 5% 5% 0%
a) Excellent b) Very good c) Good d) Average e)
Interpretation: from the above graph we can interpretate always product delivery in time
5. Communication opportunities with sales staff:
a) b) c) d)
Always avaliable (100%-excellent) Mostly available (above 75%-very good ) Usually available (above 60%-good) Sometime available (above 40%Average)
85% 10% 5% 0%
a) Always avaliable (100%excellent) b) Mostly available (above 75%-very good ) c) Usually available (above 60%-good) d) Sometime available (above 40%Average)
Interpretation: from the above graph we can interpretate the sales staff is good….
6. Company response on your feedback/Resolution of your problem:
a) b) c) d) e)
Excellent Very good Good Average Poor
90% 8% 2% 0% 0%
a) Excellent b) Very good c) Good d) Average e) Poor
Interpretataion: from the above graph we can interpret that Company response on feedback/Resolution of customer problem way is good…
7. How do you compare the Service of K.S.Ford with other brand of other companies ?
S.no. a) b) c) d) K.S.Ford Better Good At Per Bellow TATA motrs maruty suzuki Hyundai others
8) Kindly give your suggestion / recommendation for further improvement in our products / services in order to enable us to serve you better:
Conclusion
Conclusion
With the help of questionnaire and data interpretation we came to end that people want to in ford motors. But they are not aware about facilities of ford vehicles. People have curiosity to know about ford motors is very highly cost with others automobile company. So Investment Company has a bright future. We conclude that:? less awareness about automobile company ford Very few peoples are aware about the firm and investment option available ? proper follow up If proper follow up is done on targeted people then a firm can increase its no. of clients. ? Timely updating: If we designed the portfolios of individual to his or her requirement and update it timely then it is beneficial to both (company as well as client. ? People are not aware about the benefits derived from facilities better than other option.
? Most of the people only heard about portfolio but they don’t know exact benefits. General awareness about it is very less. ? Some reasons can be sited for this is lack of advertising efforts done by ford. People also few lick to invest in any company as they think convert in ford motors.
? Most of the people are aware only about the general knowledge
of ford so company should be done the advertising and help with cold calling.
The Needs & Purpose…
? Act as a unifying & integrating force cutting across all barriers & boundaries ? Serve as a guide post for everyone ? Provide strength to the purpose of business ? Assimilation of individual values & beliefs with that of the Organization ? Identify area (S) of thrust & focus for achievement of goals ? Strengthen & rejuvenate the renewal processes of the Organization
Suggestion
1.Increase promotion at local level by Hoarding, and Road shows 2. Collect Customer Feedback On timely Basis specially of those Customer Who wear old one of ford. 3.Sales team training on timely basis as well as provide them updated knowledge 4. Provide Competitor?s weakness information as well as their pricing 5. 6.They should follow better sales promotion schems to make people aware and develop their interest. 7.money is a precious pearl. people think twice before spending it. So the company have to built a good brand image as well as strong trust to sustain in the competitive market. 8.They should given better packaeg to the sales consultant 9. 10.Proper seminars should be conducted timely and free entry of people should be there so more and more people can gain the knowledge about it.
Market Overview
? India to be 3rd largest car market as per financial Express. ? The projected size for China is USD 62 million and for US USD 23 million and for india it will be USD 20 Million. ? In 2017 China will be no. 1 and India on 2nd Spot. ? In 2010-11 market will grow up to 10-12% ? Accounting to figures released by the Society of Indian Automobile Manufacturers (SIAM), domestic passenger car sales have increased 32.28 per cent to reach 145,905 units in January 2010 from 110,300 units in the same month last year. ? Across all categories, total sale of vehicles increased 44.94 per cent to 1,114,157 units in January 2010, against 768,698 units in the January 2009. ? Competition im the country’s auto sector is likely to increase due to increasing penetration of globle original equipment manufacturers (OEM)
Car Segment
1.Small Cars 1.Midsize Cars 3.Luxury Cars 4.Utility Cars
Car manufacturer in india
? In india 30 car manufacturer”s providing their Services ? Segnent of manufacture’s 1.Small cars: Maruti,Hyundai,Tata,Ford 2.Midsize cars:Ford, Mahindra, Hindustan Moter’s Hyundai 3.Luxury Cars: Mercedes, Skoda, Toyota,BMW 4.Utility Cars: TATA,Chevrolet,Mahindra,Ford
Annexure
? Questionnaire ? Bibliography
Questionnaire
1.what do you feel about the service of K.S.Ford
a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
\
2) .do you get delivery of our product in time , as per your expectation ?
Always on time (100%-exellent)
a) b) c) d)
Mostly on time (Above 75%- very good ) Usually on time (Above 60%- Good) Rarely on Time (Above 40%-Average)
70% 15% 10% 5%
3) In what condition do you get the car when order:
a) b) c) d)
Always in sound condition (100%-excellent) Mostly on sound condition (above 75%-very good) Usually on time (Above 755- very good) Rarely on time (Above 40%-Average
80% 15% 5% 0%
4) how do you rate the delivery of our product ? a) b) c) d) e) Excellent Very good Good Average Poor 80% 10% 5% 5% 0%
5. Communication opportunities with sales staff:
a) b) c) d) Always avaliable (100%-excellent) Mostly available (above 75%-very good ) Usually available (above 60%-good) Sometime available (above 40%Average) 85% 10% 5% 0%
6. Company response on your feedback/Resolution of your problem:
a) b) c) d) e)
Excellent Very good Good Average Poor
90% 8% 2% 0% 0%
7. How do you compare the Service of K.S.Ford with other brand of other companies ?
S.no. a) b) c) d) K.S.Ford Better Good At Per Bellow TATA motrs maruty suzuki Hyundai others
8) Kindly give your suggestion / recommendation for further improvement in our products / services in order to enable us to serve you better:
Bibliography
Bibliography – 1. The product manual of K.S.Ford. 2. The product manual of the other automobile company.
References – 1. References taken from the project officer. 2. Research methodology book of prof. S.P. Kasande.
Website visited1. www.ford motors 2. www.valueresearch.com 3. www.amfiindia.com 4. www.k.s. ford.com 5 .by Google search
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