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Business Tech

Business Tech

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Published by Jackie Lester

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Published by: Jackie Lester on Nov 24, 2009
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Developing Customer Ownership for Ashok LeylandDealers in Parts Business (Leyparts)
Abhilash MishraReg No. 07MBA004VIT Business SchoolVellore Institute Of Technology UnivetrsityVellore-632014Mobile- +91-9952113317Email id- abhilash.sonu@gmail.comI would like to thank Mr. B. Asokumar Senior Professor, VIT Universityand Mr. Santosh Kumar Mishra Divisional Manager,Ashok LeylandLimited for their guidance and help to complete this study.
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ABSTRACT
Here the study was conducted to study the steps that can be taken to develop Customer ownership for Ashok Leyland Dealers with special reference to its spare parts businesswhich is performed under the brand name of spare parts.The objective of the study was to increase the spare parts sales by identifying the problemsand then narrowing the problems that are faced from different parties of the supply chainstarting from the vendors who supply the spares to Leyparts and its ends with the endcustomer. The study was carried out by identifying some key custotomers in form of fleetowners who have more than 100 Ashok Leyland vehicles and have a own workshop of itsown.After the problems were identified then the functions of Leyparts was compared with thefunctioning of some other companies and all the positive steps were taken up and then thecomparison was made and the positive steps were taken up and suggested to Leypartsmanagement after doing a proper study on it which would help Leyparts to increase itsmarket share and then some steps were suggested to reduce the running cost of Leypartssupply chain.
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OVER VIEW
Automobile companies are waking up to the fact that consumers do not only buy vehicle but also a package of support services with it.We see that these support services, such as spare parts supply and contract repair andmaintenance activities, contribute a significant proportion of business and thus they receivegreater attention than before.Leyparts enjoys considerable brand equity in the market place as a genuine and OriginalEquipment spare part. However, Leyparts has not leveraged the power of the brandeffectively so far. In many markets, there is a poor perception of parts availability and pricevalue relationship.The project was to study and cover all aspects of Leyparts business which includes packaging, promotion, advertisement and channel and come up with recommendations for enhanced market acceptance and competitive position.The methodology consisted of understanding all the aspects of improving the Leyparts business and then measuring customer perception. This included initial study of existingsystem and then more focus on surveying.Target audience- Fleet owners, DealersSurvey area - Chennai, Vellore; Tasks - survey design, data collection and analysis.Leyparts evokes perception of that of market leader. The biggest strength for Leyparts is itsvery good quality and brand name. However, certain weaknesses such as lack of servicelevel agreement for Ashok Leyland vehicles for the after sale service, poor availability andhigh prices, were also identified after analyzing. Based upon these inferences certainrecommendations have been made at the end of the project report.
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