HERO

HONDA

EXECUTIVE SUMMARY During the 80s, Hero Honda became the first company in India to prove that it was possibleto drive a vehicle without polluting the roads. The company introduced new generationmotorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fillit - Shut it - Forget it' campaign captured the imagination of commuters across India, andHero Honda sold millions of bikes purely on the commitment of increased mileage.In today world customer is the king irrespective of whatever the business may be ,wherever t h e o p e r a t i o n s m a y b e . A g o o d b u s i n e s s o r g a n i z a t i o n i s k n o w n b y i t s s t r o n g c u s t o m e r loyalty, which turns to become a unified family.The project assigned to me by the company was a market study on 100cc bikes among thedealers and customers with special reference to hero Honda dealer and loyalty of customerstowards the bike. The objective of the study was to find out the dealers and customersopinion about the 100cc bikes with special reference to hero Honda dealer to understandhow market fluctuations affect their strategic decision. The research methodology was descriptive in nature encompassing a sample of 200customers for in-depth analysisIt was observed that 80%of the respondents are interested to purchase Hero Honda motor vehicle .are in the age group of 18-35. A large part of respondents with majority of 60% aresatisfied with the availability of spare part and remaining 40% says no. It was observed thatthe 92% resplendence are either highly satisfied are just satisfied and remaining 8% aredissatisfied.Different models Hero Honda vehicles can be introduced for ladies, with better comfort,speed and power, so that it can cater to the changing tastes of women. Dept of MBA, M.V.J.C.E, Bangalore 1

HERO HONDAMore service station should be established in every part of the city, so those customershave an easy accessibility.With a strong sales and service network of 650 Authorized dealership, 1500 authorized s e r v i c e c e n t e r s a n d o v e r 1 0 0 0 certified service points, Hero Honda is growing fromstrength to strength. H e r o H o n d a m o t o r s h o u l d a l s o s t a r t p r o d u c i n g o t h e r m o d e l s a n d should add a different style and variety to their product line. This will surely attract morecustomers. This will help to increase the existing goodwill and position in the market.T h e e x p e r i e n c e g a i n e d d u r i n g t h e a n a l ys i s a n d d r a w i n g i n f e r e n c e s w a s a n e x i t i n g a n d informative exercise under the guidance of unit head. Dept of MBA, M.V.J.C.E, Bangalore 2

HERO HONDA COMPANY PROFILE The joint venture between India's Hero Group and Honda Motor Company, Japan has noto n l y c r e a t e d t h e w o r l d ' s s i n g l e l a r g e s t t w o w h e e l e r c o m p a n y b u t a l s o o n e o f t h e m o s t successful joint ventures worldwide.During the 80s, Hero Honda became the first company in India to prove that it was possibleto drive a vehicle without polluting the roads. The company introduced new generation motorcycles that set industry benchmarks for fuel thrift and low emission. A legendary 'Fillit - Shut it - Forget it' campaign captured the imagination of commuters across India, andHero Honda sold millions of bikes purely on the commitment of increased mileage.Over 20 million Hero Honda two wheelers tread Indian roads today. These are almost as many as the number of people in Finland, Ireland and Sweden put together!H e r o H o n d a h a s c o n s i s t e n t l y g r o w n a t

d o u b l e d i g i t s s i n c e i n c e p t i o n ; a n d t o d a y, e v e r y second motorcycle sold in the country is a Hero Honda. Every 30 seconds, someone in I n d i a b u y s H e r o H o n d a ' s t o p - s e l l i n g m o t o r c y c l e S p l e n d o r . T h i s f e s t i v e s e a s o n , t h e company sold half a million two wheelers in a single montha feat unparalleled in globalautomotive history.Hero Honda bikes currently roll out from its three globally benchmarke d manufacturingfacilities. Two of these are based at Dharuhera and Gurgaon in Haryana and the third stateof the art manufacturing facility was inaugurated at Haridwar, Uttrakhand in April thisyear. These plants together are capable of producing out 4.4 million units per year.Hero Honda's extensive sales and service network now spans over 3000 customer touch points. These comprise a mix of dealerships, service and spare points, spare parts stockiestand authorized representatives of dealers located across different geographies.Hero Honda values its relationship with customers. Its unique CRM initiative - Hero HondaPassport Program, one of the largest programs of this kind in the world, has over 3 millionm e m b e r s o n its roster. The program has not only helped He ro Honda understand itsc u s t o m e r s a n d d e l i v e r v a l u e a t d i f f e r e n t p r i c e p o i n t s , b u t h a s a l so created a loyal Dept of MBA, M.V.J.C.E, Bangalore 3