Professional Documents
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Grand Project Report On Suzuki Motorcycles
Grand Project Report On Suzuki Motorcycles
By
RAVIKUMAR N. CHAVDA
520845152
A project report submitted in partial fulfillment of the requirements for the
degree of Masters of Business Administration to Sikkim Manipal
University, INDIA
STUDENT DECLARATION
(ANNEXURE B)
Place:
Date:
_________________________
RAVIKUMAR N. CHAVDA
Reg. No. 520845152
EXAMINERS CERTIFICATE
(ANNEXURE C)
____________________
____________________
Internal Examiner
External
Examiners
Reg.No.520845152
Certified
__________
__________
(Prof.
Arnaz Bhatporia)
4
PREFACE
In todays competitive world the practical study forms an
important part in each and every professional course. The MBA
is a course in which the theoretical knowledge is backed by the
practical study. That study is in the form of project. The Grand
Project is one of the important parts of the curriculum. And each
and every student has to work for the project.
The Grand project enables the students to know more about the
application of theoretical knowledge. The current situation of the
market is made known to the students when they undertake the
project. The project gives better insides into the application part
of the theory. The companies in an industry and their operations
can be better known by the students when they analyze the data.
This project is on the survey on customer satisfaction level of
Suzuki Access 125, Services of Suzuki dealer. We have analyzed
the industry very deeply and carefully project.
ACKNOWLEDGEMENT
This is really a matter of pleasure for us to prepare a project
report as it was included in our course by the SIKKIM MANIPAL
UNIVERSITY. It gave us the opportunity to learn things
practically what we learnt enterprise and their impact on the
working of the company.
I express my sincere gratitude to my faculty guide Prof. Ms. Arnaz
Bhatporia of my institute and company guide Mr. Pareshbhai Mewada
Marketing Manager SHIVALIK AUTOLINK PVT. LTD for his able
guidance, continuous support and cooperation throughout my project,
without which the present work would not have been possible. He
continuously guided me till the last word of this project report and provided
an excellent guidance to me. He made numerous valuable suggestions and
corrections, which greatly improved the quality of work. The practical and
theoretical knowledge that we have gained from them will help us in
enhancing our career and managing things in the better way.
I am immensely thankful to entire staff of college for their help and support
they extended to me during the project.
Sr.
No.
1
2
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
20
CONTENT
EXECUTIVE SUMMARY
ABOUT THE AUTOMOBILE INDUSTRY
BITRH OF AUTOMOBILE IN THE WORLD
INDIAN TWO WHEELER HISTORY
ABOUT THE SUZUKI MOTORCYCLES
SUZUKI MOTORCYCLES GLOBAL HISTORY
SUZUKI MOTORCYCLES INDIA HISTORY
COMPANY PROFILE
MISSION OF SUZUKI
PRODUCT OF SUZUKI MOTORCYCLES
SHIVALIK SUZUKI (AUTHO, DEALEAR)
MAJOR COMPETITORS
CUSTOMER SATISFACTION
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
RESEARCH METHODOLOGY
DATA ANALYSIS & INTERPRETATION
FINDINGS
CUSTOMER REVIEW
SWOT ANALYSIS
LIMITATION
RECOMMEDATIONS
CONCLUSION
BIBLOGRAPHY
APPENDIX (QUESTIONNAIRE)
Page
No.
8
10
11
15
26
27
32
34
35
42
53
56
62
69
70
71
77
97
98
99
100
101
103
104
105
INDEX
EXECUTIVE SUMMARY
Suzuki would have to constantly innovate and come up with new products to
maintain its dominance in the segment.
10
In ten years from the invention of the petrol engine, the motorcar had
evolved itself into amazing designs and shapes. By 1898, there were
50 automobile-manufacturing companies in the United States, a
number that rose to 241 by 1908. In that year, Henry Ford
revolutionized the manufacture of automobiles with his assembly-line
style of production and brought out the Model T, a car that was
inexpensive, versatile, and easy to maintain.
could not buy a larger, more expensive car. Even the bull-nose
Morris with front mounted engine became the well-loved model and
one of the most popular cars in the 1920s.
Automobile manufacturers in the 1930s and 1940s refined and
improved on the principles of Ford and other pioneers. Cars were
generally large, and many were still extremely expensive and
luxurious; many of the most collectible cars date from this time. The
increased affluence of the United States after World War II led to the
development
of
large,
petrol-consuming
vehicles,
while
most
14
it. Although various government and private enterprises entered the fray for
scooters, the only new player that has lasted till today is LML.
Under the regulated regime, foreign companies were not allowed to operate
in India. It was a complete seller market with the waiting period for getting a
scooter from Bajaj Auto being as high as 12 years. The motorcycles segment
was no different, with only three manufacturers viz Enfield, Ideal Jawa and
Escorts. While Enfield bullet was a four-stroke bike, Jawa and the Rajdoot
were two-stroke bikes. Enfield 350cc bikes and Escorts 175cc bike initially
dominated the motorcycle segment.
five years. The industry had a smooth ride in the 50s, 60s and 70s when the
Government prohibited new entries and strictly controlled capacity
expansion. The industry saw a sudden growth in the 80s.
It was in the year 1954 that the Indian government ordered for total number
of 800 motorcycles to man the Pakistani borders. In came the Bullets which
were initially launched in England as a 350cc bike and it was upgraded to
500cc a year or so later. These bikes have remained unaltered, barring some
cosmetic changes which have undergone over the years. Thus one can say
without much of a doubt that the 1955 Bullet was one of the initial hits of
the Indian two-wheeler industry and till today it continues to be a darling of
the motorcycle enthusiasts.
Enfield Bullet had a close competition with another sturdy bike named
Rajdoot; as the bike was strong enough to handle the rough Indian roads.
The company had roped in Indian Heman Dharmendra for the promotion of
the bike. With more than 1.6 million vehicles on the road the Rajdoot
motorcycle was one of the initial hits of the earlier years of two-wheeler
history in the country.
When heavy motorcycles were the order of the day, a relatively lighter bike
had caught on the imagination of the Indian two wheeler user. Ind- Suzuki
bike launched by the then TVS Suzuki group was an instant hit; however the
bike could not sustain it's initial success due to the high import content in the
vehicle and less of localization.
16
In scooters Bajaj Chetak has been hugely responsible for adding momentum
to the transport system of the country, till today it remains one of the most
successful brands to have come out of the Bajaj stable. The scooter is named
after the horse of legendary Rana Pratap Singh. These sets of two wheels
have become a part of the Indian milieu and are often considered a
representative of the Indian middle class aspiration. Very few two-wheelers
have been able to emulate the success, which Bajaj Chetak has achieved
over the years.
Similarly LML Motors enjoyed a reasonable success with the launch of
LML Select which came with new age technology and improved
performance.
The industry witnessed a steady growth of 14% leading to a peak volume of
1.9mn vehicles in 1990. The entry of Kinetic Honda in mid-eighties with
In 1990, the entire automobile industry saw a drastic fall in demand. This
resulted in a decline of 15% in 1991 and 8% in 1992, resulting in a
production loss of 0.4mn vehicles. Barring Hero Honda, all the major
producers suffered from recession in FY93 and FY94. Hero Honda showed a
marginal decline in 1992. The reasons for recession in the sector were the
incessant rise in fuel prices, high input costs and reduced purchasing power
due to significant rise in general price level and credit crunch in consumer
financing. Factors like increased production in 1992, due to new entrants
coupled with the recession in the industry resulted in company either
reporting losses or a fall in profits.
17
18
15.86
Commercial Vehicles
4.32
Three Wheelers
3.58
Two Wheelers
76.23
19
20
Years and 150 million people will be added to the working Population in the
next five years. The number of women in the urban work force is also
increasing; this will lead to the Growth of gearless scooters.
21
leading manufacturers have declined by around 15 per cent in the last five
years. With greater avenues of financing, the customers capacity to own a
two wheeler has improved.
RAPID
PRODUCT INTRODUCTION
PRODUCT LIFE CYCLE:
AND
SHORTER
The last five years have witnessed a sharp increase in new product launches
in the two-wheeler industry. It is estimated that close to 50 new products
have been launched by manufacturers during this period, filling up all price
points and targeted at various consumer segments.
22
segment. The scooter segment though has witnessed a revival with the
launch of scooterettes aimed at young women and adolescents.
The two-wheeler market can be segmented into three categories on the basis
of price Entry segment (<35000), Executive segment (between 35000 and
45000) Deluxe (between 45000 and 65000) and Premium segment (above
65000). Motorcycles are now sold as a passion, experience rather than a
product. New products are being introduced at a rapid pace and brands are
gaining prominence. Thus there is an increased focus on the premium
segment, which has an increased scope for differentiation.
Inflation is a big factor that may play a part in moving the loyalties and
aspirations of people away from the four to the much cheaper and
economical two-wheeler segment. Moreover, the constantly increasing
prices of oil and increasing interest rates on finance are not helping the cause
either. Environmental Concerns are also quite big on the agenda these days
and do play a part in the preference of consumers choices. The rising global
temperatures along with daily snippets in the national and international
media about the thinning of ozone and imminent environmental disaster
have all contributed to the making of a present day environmentally
conscious consumer.
25
government
declares
civilian
automobiles
non-essential
26
the big bike market and in 1967 Suzuki introduced T500. Which was known
as the Titan in America and the Cobra in England? The name changed over
the years to GT500 due to many improvements but it was purely the sharp
price and good reliability, which kept the GT in production until 1977.
In 1971 The GT7The Water Buffalo was introduced in 1971 in America and
the Kettle in Britain - both the same GT750 bike and the start for Suzuki to
enter the super bike market. The GT750 wasn't a very impressive machine
and also couldn't match the other bikes in the market at the time. Once again
the production kept going based on its demand for good price and reliability.
In 1974 The RE5 is the first Japanese motorcycle with a rotary engine. It
cost a fortune to develop and, while not bad, its a commercial disaster. After
two years, the company abandons the project, and there are rumors the
tooling was dumped into the sea so that Suzuki managers would never have
to see it again. Most bikes produced around the middle 70s had enough
power but lacked a steady frame. The introduction of the Suzuki GS1000 in
1978 changed this problem once and for all. The GS out preformed every
other bike in its category and had a frame to match its power. The only thing,
which could be said against the very popular and successful GS1000, was its
dull looks.
The GS1000 was redesigned and new models based on the same original
success bike were introduced. The GSX1000 in 1980 and the GSX1100S
Katana in 1982. The later bike was a huge success due to it powerful
27
performance, funky style, low weight and good pricing. In 1983 The RG250
is Suzukis first ever race replica. This bike features the AL-BOX, square
aluminum frame, 16-inch tire and Anti Nose Dive Forks (ANDF) at the
front. In 1985 The RG500 Gamma features the same square-Four cylinder
layout as the as the factory Grand Prix bikes. Other racy features are the
square-tube aluminum frame and the removable cassette-type transmission.
Suzuki pulled a stunt within the motorcycle market by introducing the GSXR750, which was such a direct copy of their formula race bike with the only
difference that this GSX was, road legal. It turned the super sport motorcycle
market upside down and dominated the way super bikes would look for the
future. The GSX-R750 was super fast, which wasn't hard to understand since
there were hardly any changes to its racetrack design. Both on the street and
in the race track the bike was a huge success. In 1986 the GSX-R1100 was
also added to the line.
In 1996 Suzuki calls the new GSX-R750 the turning-point model thanks to
its twin-spar frame instead of the older double-cradle frame. The engine is
also redesigned and featured 3-piece crankcases, chrome-plated cylinders
and a side-mount cam chain as well as Suzuki Ram Air Direct (SRAD)
system.
In 1997 The TL1000S is the first Suzuki sport bike with a V-Twin engine. It
will be followed a year later by a racier R version, with a dodgy rotary vane
damping system in the rear shock. Suzuki equipped the TL1000R with a
28
In 1999 Mat Mladin wins the AMA Super bike Championship, beginning a
run of unprecedented dominance. Mladin will win five more times, and
Suzuki will win 8 of the next 9 titles. With sport bikes getting more and
more sharp edged, the company is one of the first to recognize what might
be called the semi-sport market, as opposed to the super sport market. The
SV650 features an aluminum-alloy truss frame and a liquid-cooled 90 VTwin DOHC 4-valve engine. Suzuki calls the Hayabusa the ultimate
aerodynamic sportbike. Its powered by a 1298cc liquid-cooled DOHC inline 4-cylinder engine that becomes the darling of land-speed racers. The
name means peregrine falcon in Japanese.
The GSX style and line didn't change much over all the years with
improvements being made to the bike. A small fluke in design made Suzuki
lose its performance lead with the GSX-R1100. But the GSX-R750 has
remained a hit up until today. Maybe still hurt by losing the performance
edge with the GSX-R1100 redesign in the 1990s Suzuki introduced the
GSX-1300R (Hayabusa) in 1999. This sent the Honda Blackbird packing
and became the world's fastest production bike at a whopping 190 mph (307
km/h).
29
30
31
Company sources have revealed that Suzuki would follow up this 125cc
bike with a high performance 150-cc sibling sometime next year. And for the
budget segment, another 100cc bike is expected in the first quarter of 2006.
Mass market is the initial aim with plans to enter all the segments rapidly.
They have their facilities located in Gurgaon.
Suzuki had launched bike by diwali, which is the auspicious time for buying
a new vehicle in Indian families. Their setup in Gurgaon has the capabilities
of manufacturing one lakh motorcycles and they are ready to step that up
massively if the situation arises. They already have setup 40 dealerships
around the country and are going to establish 4,000-5,000 sq.ft showroom
and service stations to provide services to the customers.
The parent company happens to be one of the largest manufacturers of two
wheelers in the world with more than 20 lakh bikes sold per annum. They
are popular for their range of high performance road machines, lightweight
super bikes, dirt bikes, street bikes, and motocross and fun bikes globally.
32
COMPANY PROFILE
Plant area and production capacity:
They have installed their manufacturing plant in Gurgaon (Haryana)
having the annual capacity of 2,50,000 units. Total land area of the
facility at Gurgaon is 37 acres out of which the present plant is
constructed in an area of 6.5 acres of land. The remaining area of
30.5 acres is left for land development and future expansion.
Chairman:
Mr. Katsumi Takata
Year 2008-09
490
Main Products
Motorcycles and scooters
33
Name
Address
Operations
Head office affairs
Motorcycle engines assembling and
machining
Spare parts administration
Education, training and
Public relations
Research and development
Testing and development of motorcycles
MISSION OF SUZUKI
The core philosophy of SUZUKI is to provide VALUE-PACKED
PRODUCTS. Since the founding of SUZUKI Motor Corporation, the
Organizations Endeavour has always been to provide VALUE-PACKED
PRODUCTS as one of the manufacturing philosophies.
SUZUKI believes that VALUE-PACKED PRODUCTS come from the
effort to carry out Product development from customers point of view. This
policy has been in effect since Companys inception and has helped the
Organization to meet customers needs. As a result, Suzukis Products have
become well received throughout the World.
SUZUKI is fully committed to create Products that meet customers demand
by utilizing its dynamic, long-nurtured technological advantage coupled
with its fresh and active human resources.
34
GROWTH REPORT:
It has reported a growth of 47.66% in sales in the month of November 09
at 14745 units compared to 9986 units same month last year.
It has sold 14806 units in December 09 listing a strong growth of 61%
over its sales in December 08 despite recession. This increase of sales is
attributed to the tremendous response from the new product GS150R and
ACCESS 125.
It has reported 93% growth in sales during the month of January 2010. It
has sold 20441 units in January 10 listing a strong growth of 93% over its
sales in January 09.
35
has
36
FACILITIES
1 ) ENVIRONMENT:
The philosophy of keeping environment first is properly percolated
downwards. To comply with all applicable legislations and setting standards
thereof remains only a beginning. Company thrives to discover and invent
mechanisms for better environment management systems and its a
37
information
about
any
fire
related
incident.
SMIPL have fire fighting system (manual & automatic) for immediate
handling of any fire related accident. They have a fire tender (capacity 4500
liters water and 500 liters capacity foam).
Company try to maintain zero accident record through regular safety audit,
frequent training for staff, line associates and contractors. They organize
38
3) ENVIRONMENTAL UTILITY:
To take care of the health of all our employees, they maintain all
international parameters and standards for drinking water, treated water,
ambient air shop floor, office and the outside. They keep updating all these
standards of health and welfare of employees through a team of well
qualified personnel in the R & D laboratory.
4) QUALITY CONTROL :
It has four main sections as follows:
Market Quality
5) PARTS INSPECTION:
39
carried out on the individual parts before they are declared fit for the
assembly
For carrying out the inspection activities effectively, we have the latest
& sophisticated machines installed in the inspection area
7) MARKET QUALITY:
8) WORK CULTURE:
They believe that future growth and prosperity of every employee
depends on the companys growth and prosperity
40
9) EMPLOYEE DEVELOPMENT:
Company's growth is based on enhancement of technical and behavioral
skills of the employees. They continually identify the performance gaps and
new skills required keeping into the company's growth in focus. They
believe that Employees are the most important assets of an organization. For
enhancement of technical and behavioral skills of the employees they
organize regular training programmers. Teams from Japan often come to the
organization to impart training. Their focus is to create a healthy
Environment where individual employee can achieve maximum satisfaction.
41
Suzuki launched the Access 125cc in the month of September 2007. In those
days, Access 125 was the third product from Suzukis stable in India. Prior
to this, Heat and Zeus motorcycles were ruling the Suzuki showrooms PAN
India.
Suzuki Access 125 is the third product from the Suzuki stable in India after
Heat and Zeus motorcycles. 125cc Access is powered by a 125-cc air-cooled
four-stroke engine with Continuous Variable Transmission (CVT), which
develops 8.5bhp at 7000rpm with 1.0kgm of torque at 5000rpm. The design
is typically Japanese, almost flat aprons where large turn indicators are
embedded. Though it has a longer wheelbase access looks compact because
of this design. No body colored mirrors for this access. Paint quality is of top
notch.
42
Xtra Torque Performance (XTP) for more power and faster pick-up
1780 mm
Overall width
650 mm
Overall height
1125 mm
Wheelbase
1250 mm
Ground clearance
160 mm
Seat height
780 mm
Dry mass
109 kgs
Engine
Type
Four-stroke, Air-cooled,OHC
Number of cylinders
Displacement
Max Power
6.4 Kw@7000rpm
(8.58hp@7000rpm)
Max Torque
9.8Nm@5000rpm (1.0kgm@5500rpm)
43
Air cleaner
Transmission
CVT
Starter system
Suspension
Front
Telescopic
Rear
Swing-arm
Brake
Front
Rear
Tyre Size
Front
90/100-10
Rear
90/100-10
Electrical
Spark plug
CHAMPION P-RZ9HC
Battery
12V, 5Ah
Headlamp
12V 35/35W
6.4 L
Underseat space
20 L
44
SUZUKI GS150R
45
Name:
GS150R
Type:
Commuter
Top Speed:
120kph
Fuel Consumption: 48.00
City
ENGINE SPECIFICATIONS
Displacement:
149cc
Four Stroke, Single
Engine:
Cylinder, SOHC
Maximum Power: 13.8 Bhp @ 8500 rpm
Maximum Torque: 13.4 Nm @ 6000 rpm
Gears:
6 Manual
Bore:
57
Stroke:
58.6
No. of Cylinders: 1
Cylinder
SOHC
Configuration:
Valve Per Cylinder:2
Cooling Type:
Air Cooling
BS26 - Throttle
Carburetor:
Positioning Sensor
DIMENSIONS
Length:
Width:
Height:
2095.00 mm
775.00 mm
1120.00 mm
OTHER SPECIFICATIONS
Weight:
134.00 kg
Ground Clearance:160.00 mm
Fuel Tank:
15.50 ltrs
Wheelbase:
1340.00 mm
Multi Reflector Halogen
Headlamp:
Bulb
Wheel Type:
Die Cast Alloys
Wheel Size:
2.75x18 - 100/90-18 mm
Tubeless:
NO
Colors:
Suspension(Front):
Suspension(Rear):
Brakes:
Brakes(Rear):
Stand Alarm:
Fuel Guage:
Self Start:
Tacho Meter:
Trip Meter:
Alloys:
Speedometer:
Passenger
Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:
Low Fuel
Indicator:
Digital
YES
Analogue
Digital-1
YES
Digital
YES
NO
YES
YES
YES
46
Suzuki Zeus, the latest bike from Suzuki Motorcycles India Pvt Ltd has been
launched. The 125cc single cylinder Suzuki Zeus comes at a price of f Rs
46,084. The bike had a soft launch earlier this year.
Besides Suzuki Zeus, Suzuki India has another motorcycle in the Indian
market, called Suzuki Heat. Both Zeus and Heat are part of Suzuki's
attempts to come back to the Indian market, which it had left in the late 90s.
During its earlier Indian coming, Suzuki partnered TVS for its two-wheeler
business.
Suzuki Zeus, packed with latest technology and styling, is an entry level
bike from Suzuki Motor Corporation. Zeus has a unique cut-line front cowl
for a much stylished, dynamic look. The bike is available in Zeus 125X and
125XU models.
47
Suzuki Zeus will be available in three colors, the company said. These are
Candy Antares Red (19A), Metallic Titanium Gold (YM3) and Pearl
Nebular Black (YAY). To manufacture Suzuki Zeus and Suzuki Heat, the
company has invested Rs 200 crore at its Gurgaon manufacturing plant. The
production capacity of the plant is 100,000 bikes per annum.
styled
front
cowl
for
dynamic
look.
48
VEHICLE SUMMARY
OTHER SPECIFICATIONS
Name:
Model:
Type:
Top Speed:
Weight:
114.00 kg
Ground Clearance: 155.00 mm
Fuel Tank:
12.00 ltrs
Wheelbase:
1240.00 mm
Electrical System: NA
Headlamp:
NA
Battery Type:
9.0 KC 10HR
Battery Voltage: 12V
Battery Capacity: 2.5 Ah
Horn:
NA
Wheel Type:
Alloys
Wheel Size:
2.75x18 - 3.00x-18 mm
Tubeless:
Colors:
NA
Zeus 125
XCD
Commuter
101kph
ENGINE SPECIFICATIONS
Displacement:
Engine:
Maximum Power:
Maximum Torque:
Gears:
Clutch:
Bore:
Stroke:
Cylinder
Configuration:
Engine Block
Material:
Chassis Type:
Cooling Type:
Carburetor:
124cc
Four-stroke, Air-cooled,
OHC
8.5 Bhp @ 7500 rpm
10 Nm @ 3500 rpm
5 Speed
Wet Multiplate type
53.5
55.2
NA
NA
NA
Air Cooling
NA
DIMENSIONS
Length:
Width:
Height:
2040.00 mm
770.00 mm
1125.00 mm
Fuel Guage:
Analogue
Self Start:
Tacho Meter:
Analogue
Trip Meter:
Analogue-1
Alloys:
Warranty:
NA
Speedometer:
Analogue
Passenger Footrest:
Passenger
Backrest:
Step-up Seat:
Pass-light:
49
SUZUKI HAYABUSA
50
51
Parts of the motorcycle getting rusted or their plating or painting coming off
due to atmospheric condition like Sea Breeze and Industrial Pollution.
Motorcycle used for any Competition (i.e.) Rallies (or) Races, if it is used
for any commercial purposes like Hiring etc. SMIPL undertakes no liability
in the matter of any consequential loss (or) damage caused due to failure of
the parts. Parts repaired (or) replaced under this warranty are warranted only
for the original warranty period of Suzuki motorcycles. Consumables like
Engine Oil, TFF Oil, Grease, used for the warranty repair are not covered
under the application of the warranty.
SHIVALIK SUZUKI
The SHIVALIK Show room has its separate service center, Here
SHIVALIK SUZUKI also have a latest service center with all
semi-automatic instruments. It maintain a unique and regular
checking of each and every bike to increase a satisfaction level
of the customers.
SHIVALIK SUZUKI strictly watch and try to lesser the time of a
customer while they give bike in to service. Mostly Customer
when come to give his bikes in service, the service procedure of
the showroom is very less and smallest so that customer will free
within 5 Minutes.
52
Gate Entry
Receive by Service Advisor
Job Card Entry (Opening)
Estimation of Exp .
This Procedure will take just only 5 Minute then after Service of
the Bike is done.
SERVICE PROCEDURE
WASHING THE BIKE
MECHANICS / ENGINEER
(BIKE WISE)
SUPERVISOR
SPAREPART
DEPART.
54
MAJOR COMPETITORS
1) HERO HONDA MOTORS LIMITED
55
single largest two wheeler Company. Shri Brijmohan Lall Munjal is the
chairman and managing director of this Company.
During 80s, Hero Honda became the first company in India to prove that it
was possible to drive a vehicle without polluting the roads.
The unique features like fuel conservation, safety riding courses and mobile
workshops helped the group reach in the interiors of the country. Wellentrenched in the domestic market, Hero Honda Motors Ltd. turned its
attention overseas, and exports have been steadily on the rise.
Honda motors of Japan is not a new name in the two wheeler scenario in the
country, they were in a tie up with the Firodias owned Kinetic group.
However in the late 90s they parted ways after problems arose over issues
like introduction of new models, advertising expenditure, marketing
strategies and other related issues.
56
In the mid 80 Honda motors of Japan joined hands with the largest bicycle
maker of India the Hero cycles to create Hero Honda which in a couple of
decades or so have gone on to become the single largest motorcycle
company in the world. Though Honda has come on its own on the Indian
market yet it will be providing technological support to Hero Honda for the
next ten years.
Thus presenting a unique situation in which the company will be in direct
competition with the company which it has been associated for nearly two
decades. Honda Motorcycles and Scooters India limited, a 100% subsidiary
of Honda motor company Japan eventually entered the Indian market with
Honda Unicorn in 2004.
Since 1986, there is a technical tie-up of Bajaj Auto Ltd. with Kawasaki
Heavy Industries of Japan to manufacture state-of-art range of latest twowheelers in India. The JV has already given the Indian market the KB series,
4S and 4S Champion, Boxer, the Caliber series, and Wind125
Kawasaki Heavy Industries is a Fortune 500 company with a turnover of
USD 10 billion (Rs. 45,840 crore). It has crafted new technologies for more
than hundred years.
57
The technologies of KHI have redefined space systems, aircrafts, jet engines,
ships,locomotive, energy plants, automation system, construction machinery,
and of course high reliability two-wheelers KHI has given the world its
legendary series of 600-1200cc Ninja and 1600 Vulcan bikes. Straight from
its design boards, the Kawasaki Bajaj Eliminator, India's first real cruiser
bike, redefines the pleasure of "biking" in looks as well as performance.
Bajaj is the first Indian two wheeler automobile company in the market since
1945 with the name M/s Bacharj trading corporation private limited. In 1959
M/s Bacharj trading corporation private limited change its name as Bajaj
Auto Ltd. Bajaj Auto obtains license from the Government of India to
manufacture two- and three-wheelers vehicles in 1959.
TVS Motor is a leading and trusted two wheeler company began with
the vision of TVS Scooty the founder of the Sundaram Clayton Group,
the late T.S. Srinivasan - 'to design, develop and produce an affordable
moped for the Indian family.' This vision was realized in 1980 when TVS
50, India's first two-seater moped rolled out of the factory at Hosur in Tamil
58
Nadu, Southern India. The company has been known for its ruggedness and
reliability.
TVS Motor has continually worked on innovation of the motorcycle
segment along with two wheeler range. The Suzuki Shaolin, developed by
TVS Suzuki is India's first 5-speed, 140 cc motorcycle. Another example of
the company success is TVS Scooty, a 60 cc Scooterette which keep one
step ahead of its time in India. The company is the third largest two-wheeler
manufacturer in India and ranks among the top ten globally. The company
was the first in India to launch 2-seater 50cc moped and 100cc IndoJapanese motorcycles. At present TVS Apache, TVS Victor, TVS Scooty,
TVS Centra and TVS Fiero are the popular bikes in Indian market.
Yamaha made its initial foray into India in 1985. Subsequently, it entered
into a 50:50 joint venture with the Escorts Group in 1996. However, in
August 2001, Yamaha acquired its remaining stake as well, bringing the
Indian operations under its complete control as a 100% subsidiary of
Yamaha Motor Co., Ltd, Japan. India Yamaha Motor operates from its state59
60
61
INTRODUCTION:
Satisfaction is a persons feelings of pleasure or disappointment resulting
from comparing a products perceived performance (or outcome) in relation
to his or her expectations. Whether the buyer is satisfied after purchase
depends on the offers performance in relation to the buyers expectations. If
the performance falls short of the expectations, the customer is dissatisfied.
If the performance matches the expectations, the customer is satisfied. If the
performance exceeds expectations the customer is highly satisfied or
delighted.
A company would be wise to measure customer satisfaction regularly
because one key to customer retention is customer satisfaction. A highly
satisfied customer generally stays loyal longer, buys more as the company
introduces new products and upgrades existing products, talks favorably
62
about the company and its products, pays less attention to competing brands
and is less sensitive to price, offers product or service ideas to the company,
and costs less to serve than new customers because transactions are routine.
When customers rate their satisfaction with an element of the companys
performance - say, delivery. It could mean early delivery, on-time delivery,
order completeness, and so on. The company must also realize that two
customers can report being highly satisfied for different reasons. One may
be easily satisfied most of the time and the other might be hard to please but
was pleased on this occasion. A number of methods exist to measure
customer satisfaction.
Periodic surveys can track customer satisfaction directly. Respondents can
also be asked additional questions to measure repurchase intention and the
likelihood or willingness to recommend the company and brand to others.
Companies that do achieve high customer satisfaction ratings make sure
their target market knows it. For customer centered companies, customer
satisfaction is both a goal and a marketing tool. Although the customercentered firm seeks to create high customer satisfaction, that is not its
ultimate goal.
If the company increases customer satisfaction by lowering its price or
increasing its services, the result may be lower profits. The company might
be able to increase its profitability by means other than increased satisfaction
(for example, by improving manufacturing processes or investing more on
R&D). Also, the company has many stakeholders, including employees,
dealers, suppliers and stock holders.
63
This is the most daunting and downright scary part of interacting with a
customer. If you're not used to this sort of thing it can be a pretty nerve64
wracking experience. Rest assured, though, it does get easier over time. It's
important to meet your customers face to face at least once or even twice
during the course of a project. Suzuki believes that if a potential client
spends over half the meeting doing the talking, you're well on your way to a
sale. In SMPIL always face to face dealing with customer
CLIENTS INFORMED:
This goes without saying really. We all know how annoying it is to wait
message and you'll contact them about it as soon as possible. Even if days
for a response to an email or phone call. It might not always be practical to
deal with all customers' queries within the space of a few hours, but at least
email or call them back and let them know you've received their you're not
able to solve a problem right away, let the customer know you're working on
it.
Suzuki always listen customer problem and solve his queries and always
have communication with customer.
3. BE FRIENDLY AND APPROACHABLE:
65
It's very important to be friendly, courteous and to make your clients feel
like you're their friend and you're there to help them out. There will be times
when you want to beat your clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond
to your clients' wishes as best you can, and at all times remain polite and
courteous.
In Suzuki showroom all workers are trained and well behave with customer.
Suzuki showrooms staff very friendly with clients.
In Suzuki all terms & conditions are clearly mentioned so that no doubt in
customer mind
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Suzuki always tries to know about customer needs and make the product
according to them.
68
SCOPE OF STUDY
This study is aimed at providing SUZUKI MOTORCYCLES INDIA PVT.
LTD. with an insight on the consumer satisfaction pattern of Suzuki Access
125cc as well as the customers response and awareness towards the brand,
products and services of Suzuki.
The data has been analyzed and presented in a simple and precise way on the
basis of which pertinent recommendations have been made to the company
to better the services, policies and strategies of the company in India.
Companies also want the Suggestion for improvement from users
of Suzuki Vehicle & get Feedback from customer.
69
RESEARCH METHODOLOGY
Survey research is the systematic gathering of information from respondents
for the purpose of understanding and/or predicting some aspects of the
behaviors of the population of interest. It is the most common method of
collecting primary data for marketing decisions. Survey can provide data on
attitudes, feelings, beliefs, past and intended behaviors, knowledge,
ownership, personal characteristics and other descriptive items.
Survey research is concerned with administration of questionnaires
(interviewing). The survey research must be concerned with sampling,
questionnaire design, questionnaire administration and data analysis. The
administration of questionnaire to an individual or group of individuals is
called an interview. A questionnaire is simply a formalized set of questions
70
RESEARCH DESIGN
This study is a mix of explorative and formal methodologies
adopting monitoring and observing to study the dealerships in Ahemdabad
and communication to elicit responses from customers. This is a cross
sectional study done during the months March-May.
The study also aims at findings out the customer satisfaction level of
SUZUKI
ACCESS
125cc.For
the
customer
satisfaction
study
71
SOURCE OF DATA
The report has been prepared as per the information
obtained from two sources. They are:
Primary data
Secondary data
1. PRIMARY DATA :
The primary data is that which details we collect first time from the
market and also used first time in the research. To collect the primary data
structured non disguise questionnaire is prepared. Primary Data was very
crucial to collect so as to know various past & present consumer views about
bikes/scooter and to calculate the market share of this brand in regards to
other brands. Fresh primary data was collected by taking direct filling of a
questionnaire from customer which involved face to face, all the Suzuki
72
customer who visited the dealership showroom for the service of their
bikes/scooters were questioned in order to find out the behavior of customer.
2.
SECONDARY DATA:
Secondary data are those which has been collected by some one else and
which already have been passed through statistical process. When the
secondary data are sufficient, the researcher has to be satisfied with the
primary sources of data. Secondary data can be used as bases for comparison
with primary data have been collected by questionnaire. Secondary data has
been taken from internet, newspaper, magazines and companies web sites.
1) OPEN-ENDED QUESTIONS:-
73
SAMPLE DESIGN
Sampling is a process of obtaining. The information about the entire
population by examine a part of it .The effectiveness of the research depends
on the sample size selected for the survey purpose. For the customer
satisfaction study a sample of 100 persons was chosen from the Suzukis
dealership in Ahmedabad.
SAMPLING PLAN:
Data collected has been analyzed and interpreted by using
simple percentage method and finally the data is presented in graphs and
charts.
74
SAMPLING FRAME:
Customers visiting showrooms for servicing their motorcycles
Shopping malls, Supermarket, Markets, College parking etc
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1) AGE-WISE CLASSIFICATION
AGE (IN YEARS)
18-25
26-35
36-45
46 & ABOVE
NO. OF RESPONDENTS
49
26
19
6
PERCENTAGE (%)
49
26
19
6
ANALYSIS:
77
The above pie chart is showing that the customers of Access 125 are
mainly coming from the age group of 18-25 that is around 49%
because that people of this age group are passionate and are style
freaks,
we can say that Popularity of Access 125 is available in the age of 2635 (around 26%) also because of its reputation in the world market.
2) GENDER-WISE CLASSIFICATION
MALE
71
71
GENDER
PERCENTAGE (%)
FEMALE
29
29
ANALYSIS:
Above Graph shows that 71% of respondent are Male
and 29%of respondent are Female.
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MARRIED
51
51
UNMARRIED
49
49
ANALYSIS:
In this pie chart it is very much clear that 51% of the Access 125
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Customer is mainly married & 49% unmarried, so Suzuki launch Access 125
is mostly being accepted by the family oriented people.
4) OCCUPATION-WISE CLASSIFICATION
OCCUPATION
PERCENTAGE (%)
OFFICIALS
37
37
STUDENTS
55
55
RETIRED
3
3
OTHERS
5
5
ANALYSIS:
Once again we found that Suzukis major customers are the
students of colleges and schools which consists 55%, as they want
80
5) INCOME-WISE CLASSIFICATION
INCOME (P.A) (IN 000)
75-100
100-125
125-150
150 & ABOVE
NO. OF RESPONDENTS
2
18
49
31
PERCENTAGE (%)
2
18
49
31
ANALYSIS:
In the income group distribution we can analyze those
customers of Access 125 are coming from the Middle income group people
which is around 49% by including 125-150 slab of income group. It shows
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that Suzuki is placing their products in the appropriate price range. As the
people of this income bracket can easily afford this two wheeler.
NO, RESPONDENT
PERCENTAGE (%)
VERY GOOD
14
14
GOOD
28
28
AVERAGE
56
56
BAD
2
2
82
ANALYSIS:
In this pie chart it is very much clear that customer perception
about Suzuki automobiles product is average 56% and 28% are good.
ADVERTISEMENT
44
44
FAMILY
22
22
FRIENDS
18
18
DEALERS
6
6
ANALYSIS:
As we can see here the major promotional tool which is influencing the
customers is advertisements which is around 49%, after that the major
source of awareness among customers, is Family 24% & friends 20%.
So here we can say that Suzuki should produce better advertisements like
Access 125 and they should link their ads with the emotions of the
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customers so that the brand recognition by the customers will be for long
time. The customers can still recall the punch lines of Bajaj and Hero Honda
such as HAMARA BAJAJ or HERO HONDA DESH KI DHADKAN. such
should also use such kind of heart loving lines.
RESPONDENTS
PERCENTAGE (%)
MORE VARIETY
MORE VALUE
FOR MONEY
IMPROVED
QUALITY
14
14
49
49
29
29
BETTER
SALES
SERVICE
8
8
84
ANALYSIS:
As we can see that most of customer expectation after going to be Suzuki
motorcycles product is 49% ask more value for money & 29% ask improved
quality so company should provided according to the needs and quality to
the customer.
RESPONDENTS
PERCENTAGE (%)
HERO HONDA
34
34
TVS
9
9
HONDA
36
36
BAJAJ
21
21
85
ANALYSIS:
In this pie chart we can see that in India most competition brand against
Suzuki motorcycles is Honda 36% & Hero Honda 34% so to increase market
share and fight with competition SMIPL has to give customer wide range of
product with better quality.
RESPONDENTS
PERCENTAGE (%)
VERY MUCH
54
54
AVERAGE
43
43
NOT SO MUCH
3
3
86
ANALYSIS:
As we can see that 69% customer are very much like Suzuki Access 125 but
43% customer are average like Suzuki Access 125 so company has to more
improve his product.
RESPONDENTS
PERCENTAGE (%)
HIGHLY PRICED
22
22
AVERAGE PRICE
76
76
LOW PRICE
2
2
87
ANALYSIS:
In this pie chart 76% customer are think that Suzuki Access 125 price is
average and 22% customer are think that Suzuki Access 125% price is high
so company maintain this price.
YES
69
69
NO
22
22
CANNOT SAY
9
9
88
ANALYSIS:
In this pie chart we can se that 69% customer are think that Access 125 is
attract todays generation and 22% are think that no so company should
more focus on todays generation.
QUALITY
43
43
STYLE/DESIGN
33
33
SERVICE
13
13
PRICE
11
11
89
ANALYSIS:
Above graph show that in Suzuki Access 125 the best thing is quality 43%,
style/design 33% so company should maintain his quality & style and
improved his service & price to increase satisfaction level.
RESPONDENTS
PERCENTAGE (%)
YES
53
53
NO
12
12
AVEARAGE
29
29
CANT SAY
6
6
ANALYSIS:
90
We can see that 53% are satisfied 29% are average satisfied and thinks that it
is worth purchasing so it is good for company.
RESPONDENT
PERCENTAGE (%)
YES
82
82
NO
18
18
91
ANALYSIS:
In this pie chart we can see that 82% customer is satisfied with free service
from the showroom so the company showroom maintain his service &
customer relationship.
RESPONDENTS
PERCENTAGE (%)
YES
73
73
NO
3
3
AVERAGE
24
24
92
ANALYSIS:
Above pie chart shoe that 73% customer think that Suzuki Access 125 is
comfortable for driving & journey so company should maintain quality of
Access 125 and provide safety measures to the customer.
RESPONDENTS
PERCENTAGE (%)
HIGH
6
6
AVERAGE
39
39
LOW
55
55
ANALYSIS:
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In this pie chart we can that the maintenance of Suzuki Access 125 is 55%
low and 39% average so it is good for company and company should
maintain his product quality.
RESPONDENTS
PERCENTAGE (%)
YES
69
69
NO
3
3
AVERAGE
28
28
94
ANALYSIS:
Above pie chart show that after purchasing Suzuki Access 125 69%
customer are thinks that it is good value for money and 28% think that it is
average for money.
0-25
9
9
25-50
13
13
50-75
26
26
75-100
52
52
ANALYSIS:
95
In this pie chart we can see that customer belongs to 75-100 satisfaction
level, 18% customer belongs to 50-75 satisfaction level so it is good for
company that people like Suzuki Acess125.
FINDINGS
The survey show that 56% customer are average & 28% customer are
good perception about Suzuki automobile product
The study show that 44% respondents come to know from
advertisement and 22% respondents purchase two wheeler from
familys recommendation.
The survey show that 49% customer are going to be Suzuki
motorcycles because they expectation is more value for his money and
29% are going to be improve quality product.
The survey show that in India the most compare brand against SMPIL
is Honda 36%, Hero Honda 34% and Bajaj 21%.
The survey shows that 54% customers are like Suzuki Access 125 and
43% are average like.
The survey show that in the customer mind price of Suzuki Access
125 is average 76%, and 22% highly price.
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The survey show that 69% customer think that Suzuki Access is
capable to attract todays generation.
The survey shows those 43% customers are believed that quality is the
best thing is Suzuki Access 125.
CUSTOMERS REVIEW
The style of scooter not much impressive, I am waiting for the how
the market responds but main key is priced comparative with Honda
activa and mileage.
Suzuki is globally known for quality, value for money & customer
am
impressed
with
the
finish,
style
and
quality.
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SWOT ANALYSIS
1) STRENGTHS:
Size and scale of parent company
Effective Advertising Capability
Committed and dedicated staff
High emphasis on R & D
Experience in the market
Established brand
2) WEAKNESSES:
Small showrooms
Not much emphasis on aggressive selling
Weak product diversity
3) OPPORTUNITIES:
Growing premium segment
Global expansion into the Caribbean & Central America
98
4) THREATS:
Cut throat competition
Increasing number of players in the market
Rising raw material costs
Increasing rates of interest on finance
LIMITATIONS
99
RECOMMENDATIONS
The Suggestions that are given by customers and we give
suggestions as a market researcher for Improving in a service,
advertisements. Because after selling of a vehicle customer may
has some of the problem and customer come for solve their
problem through service and company should try to give proper
service to satisfy customer by solving their problem. The
suggestions are as followed:
As people expect more mileage per kilometer, company should
increase the mileage of the Suzuki Vehicles.
SMIPL should increase the production capacity as the customers have
to wait for 3-4 months for delivery of the Suzuki Access.
Company showroom should take less time for service the
vehicle.
100
101
CONCLUSION
Indian 2-wheeler industry is the second largest in Asia after China. After the
separation with Tvs Motors the main focus of Suzuki has been to capture the
Indian Market through its Product which are Best In terms Of Style &
Design and is trying to achieve more target of which it has laid down for the
coming years its Recent Launched Bikes like Suzuki Zeus, GS150R,
Hayabusa and Scooter Suzuki Access have shaken the market leader Like
Bajaj, Hero Honda & Honda is giving them a tough competition & soon
going Launch Few More Bikes in the market. But in a country like India
where customer generally appreciates mileage it becomes necessary for a
company like Suzuki which produces Bikes whose prices are towards the
higher end to focus on other factors to which influence the consumer choice
of Product like Prices, after sale services and many more.
102
BIBLIOGRAPHY
MAGAZINES:
Auto India - Car & Bike Magazine
NEWSPAPERS:
Economic Times
Business Standard
WEBSITES:
www.suzukimotorcycles.co.in
103
www.autowebindia.com
www.sitepoint.com
www.automonitor.com
www.siamindia.com
Various Search Engines
APPENDIX
(QUESTIONNAIRE)
1. Name -________________________________________
2. Age
18-25
36-45
3. Gender-
4. Marital Status-
Male
Married
26-35
46 and above
Female
Unmarried
5. Occupation-
104
Officials
Students
Retired
Others
Rs. 100-125
Rs. 125-150
Good
Average
Bad
Family information
Friends recommendation
Dealers recommendation
Tvs
Honda
Bajaj
11.
Do you like the Suzuki Access 125?
Very much
Average
Not so much
12.
105
Highly priced
Moderate/Avg price
Low price
13.
14.
15.
Yes
16.
17.
18.
19.
20.
25-50%
50-75%
75-100%
21.
Suggestions/Feedback, if any
__________________________________________________
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