You are on page 1of 7

Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan.

Maruti Suzuki has been the leader of the Indian car market for over two and a half decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce over a 1.5 million (1,500,000) vehicles annually. The company plans to expand its manufacturing capacity to 1.75 million by 2013. The Company offers 15 brands and over 150 variants ranging from people's car Maruti 800 to the latest Life Utility Vehicle, Ertiga. The portfolio includes Maruti 800, Alto, Alto K10, A-star, Estilo, WagonR, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Kizashi, Grand Vitara, Gypsy and Ertiga. In an environment friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4. With this Maruti Suzuki became the first company in India to introduce factory fitted CNG vehicles. In terms of number of cars produced and sold, the Company is the largest subsidiary of Suzuki Motor Corporation. Cumulatively, the Company has produced over 10 million vehicles since the roll out of its first vehicle on 14th December, 1983. Maruti Suzuki is the only Indian Company to have crossed the 10 million sales mark since its inception. In 2011-12, the company sold over 1.13 million vehicles including 1,27,379 units of exports. The Company employs over 9000 people (as on 31st March, 2012). Maruti Suzuki's sales and service network is the largest among car manufacturers in India. The Company has been rated first in customer satisfaction in the JD Power survey for 12 consecutive years. Besides serving the Indian market, Maruti Suzuki also exports cars to several countries in Europe, Asia, Latin America, Africa and Oceania Maruti Suzuki's revenue over the years: (Rs. in Million) Net Sales
3,01,198 3,58,490 3,47,059

Year 2006-07 2007-08 2008-09

Net Sales
1,45,922 1,78,603 2,03,583

2009-10 2010-11 2011-12

Summary A critical analysis of Customer Relationship Management (CRM) with focus onConsumer Products. And for the project Maruti Suzuki was selected. Customer Relationship Management is one of the most important factors forany company

or organization for retaining old customers as well as formaking new customers. In the modern context Customer is the King and the products and servicesare designed as per the customers needs and choices. And the organizationcan survive if and only if the customers can be satisfied by the features andthe After Sales Services. The project was conducted at Jyoti Motors, in Bh ubaneswar, Orissa. Thefunctional areas were extensively studied and special emphasis was given onoverall function of the organization. The study starts with an introduction to the Maruti Suzuki followed by thec o m p a n y p r o f i l e a n d p r o d u c t p r o f i l e o f M a r u t i S u z u k i c o m p a n y . I n t h e research methodology part statement of problem need for the study, scopeof the study objective of the study, methodology and limitation of the studyre highlighted followed by the organization structure. The next part of the study comprises of information collection form thepeople of Bhubaneswar about the Customer Relationship Managedby Maruti Suzuki and expectatio ns of customers towards MarutiUdyog Ltd. At end SWOT analysis (strength, weakness, o p p o r t u n i t i e s a n d t h r e a t s ) followed with findings

suggestion and conclusion is provide which will benefitthe organization From the internship, it should be analyzed that the Maruti Udyog Ltd. Ishighly emphasising on custome r satisfaction and retention. Maruti UdyogLtd. is giving more flexible option than any other automotive company inIndia. The purpose of this study is to get a close understanding of the CustomerRelationship management policies and strategies of the company.
CONCLUSION As the leading manufacturer in the small car segment of the Indian market, Iwould like suggest Maruti Suzuki Ltd and like to conclude by giving my somepoint of views like:

To strengthen their leadership position in the small car segment of theIndian market;

To continue to expand the size of the Indian market for small cars bys t r e n g t h e n i n g a n d e x p a n d i n g t h e d e a l e r n e t w o r k a n d m a k i n g automobile financing available at competitive rates; and

To continue to benchmark them against i m p r o v i n g g l o b a l manufacturing, marketing and other practices and standards, strive toi n c r e a s e c u s t o m e r s a t i s f a c t i o n t h r o u g h q u a l i t y p r o d u c t s a n d n e w initiatives, and promote the financial strength of our sale network.

Maruti Suzuki should make some compact cars with sporty looks likeSwift .It will give new dimensions to the success of Maruti Suzuki.


Crm- chattopadhya

Crm-mishra and joshi


Icfai university press

Business and economy

Web sites
Www. marutiudyog .com maruti .htm


Provide a user-friendly mechanism for registering customer complaints (complaints that are not registered with the companyc a n n o t b e resolved, and are a major source of c u s t o m e r dissatisfaction).

Provide a fast mechanism for handling problems and complaints(complaints that are resolved quickly can increase customer satisfaction). Provide a fast mechanism for correcting service deficiencies(correct the problem before other customers experience the same dissatisfaction). Use internet cookies to track customer interests and personalizeproduct offerings accordingly. Use the Internet to engage in collaborative customization or real-time customization. Provide a fast mechanism for m a n a g i n g a n d s c h e d u l i n g maintenance, repair, and on-going support (improve efficiencyand effectiveness).

Crm activity

In industrial markets, the technology can be used tom i c r o - s e g m e n t t h e b u y i n g c e n t r e a n d h e l p c o o r d i n a t e t h e conflicting and changing purchase criteria of its members.

When any of the technology -driven improvements in customer s e r v i c e ( m e n t i o n e d a b o v e ) c o n t r i b u t e t o l o n g - t e r m c u s t o m e r satisfaction, they can ensure repeat purchases, improve customer r e l a t i o n s h i p s , i n c r e a s e c u s t o m e r l o y a l t y , d e c r e a s e c u s t o m e r turnover, decrease marketing costs (associated with customer acquisition and customer training), increase sales revenue, andthereby increase profit margins.

Repeat purchase, however, comes from customer satisfaction -w h i c h i n t u r n c o m e s f r o m a d e e p e r u n d e r s t a n d i n g o f e a c h customer, their individual business challenges and proposingsolutions for those challenges rather t h a n a " o n e s i z e f i t s a l l " approach.

CRM software enables sales people to achieve this one on onea p p r o a c h t o s e l l i n g a n d c a n a u t o m a t e some elements of it viat a i l o r a b l e m a r k e t i n g communications. However, all of t h e s e elements are facilitated by or for humans t o a c h i e v e - C R M i s therefore a company-wide attitude as much as a software solution