14-01-2014, 04:58 PM
DETERMINING CUSTOMER SATISFACTION LEVEL IN WORKSHOP AT MARUTI UDYOG LTD. (MUL)
DETERMINING CUSTOMER.DOC (Size: 297 KB / Downloads: 20)
COMPANY PROFILE
Maruti Udyog Limited, was establish as a government company in Feb. 1981 with the following open objectives:-
* Modernization of Indian automobile industry.
* Production of fuel efficient vehicle to conserve scarce resources production of large number of motor vehicles which was necessary for economic growth.
A Licence and a Joint- Venture agreement was signed with Suzuki Motor Company of Japan in Oct. 1982 by which Suzuki acquired 26% share of the equity, with an option to increase it to 40%, Suzuki exercised this option in 1987 by increasing its equity to 40%, Suzuki Motor Company further increased equity to 50% in the year 1992, converting Maruti Udyog Limited, into a non-government company. Maruti's total equity is Rs. 1322.92 million.
THE ORGANISATION TODAY
Company Vision:
To become an internationally competitive company in terms of our production volumes, quality, cost and profits. It should not only retain its leadership in India, but also strive to be a global player.
EXECUTIVE SUMMARY
The objective of the research was to suggest marketing schemes and measures to increase the service load at M/s. Shakti Motors.
The research was carried out using primary data collection method. Personal interview along with observation method was used for collecting data.
The sample size 80 and it was further subdivided into 2 quotas of 60 & 20 for Shakti Motors an unauthorised service station. This observation study was carried out in June and July 2006.
RESEARCH METHODOLOGY ADOPTED
Marketing research includes all the activities that enable an organisation to obtain the information it needs to make decisions about its environments, its marketing mix and its present or potential customers and consumers. More specifically, marketing research is the development, interpretation, and communication of decision - oriented information to be used in the strategic marketing process. Research is an important part of marketing.
Data Collection Design:
Since our objective was to suggest schemes to increase the service load i.e. attract and retain customers. At the service station, primary data collection method was considered appropriate as devising new schemes involves a correct understanding of the customers needs and primary data collection methods are most suitable for this purpose.
The data collection tool used was personal interview and observation method . Both of these methods were combined in order to come up with the schemes to increase the service load at Shakti Motors.
SIGNIFICANCE OF DEALERSHIPS IN THE AUTOMOBILE INDUSTRY
The automobile dealer is the backbone of the automobile industry. Besides being the eyes and ears of the industry, it forms an indispensable link between the manufacturer and the customer. The progress of the automobile industry depends on the performance of the dealer. An alert dealer is in a position to offer sound and valuable suggestions for improvement in quality and performance, based on the evaluation of the attitudes, preference and complaints of users.