A Project report On

Study on Customer Satisfaction After Sales Service
(A training report submitted in partial fulfillment of the requirement for the degree of MBA)

MASTERS OF BUSINESS ADMINISTRATION MBA (2009-2011)
Submitted by:HARCHARAN SINGH MBA 2ND YEAR Roll no: 2221 Specialization ± Marketing

UNIVERSITY SCHOOL OF BUSINESS STUDIES GURU KASHI CAMPUS, TALWANDI SABO
PUNJABI UNIVERSITY PATIALA (PUNJAB)

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MAHINDRA & MAHINDRA LTD.

SWARAJ DIVISON

HAMARA SWABHIMAAN

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PREF

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For management career, it is important to develop managerial skills. In order to achieve positive and concrete res lts, along with theoretical concepts, the expos re of real life sit ation existing in corporate world is very much needed. To fulfill this need, this practical training is required.

I took training in fast growing company M & M SWARAJ DIVISION located in MOHALI. It was my fortune to get training in a very healthy atmosphere. I got ample opportunity to view the overall working of the company.

This report is the result of my seven weeks of summer training in M & M LTD SWARAJ DIVISION, as a part of M.B.A. The subject of my report is- customer satisfaction after sales service of M & M LTD - Swaraj Division.

In the forthcoming pages, an attempt has been made to present a comprehensive report covering different aspects of my training.

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ACK OWLED EME T
To test the student¶s academic knowledge in practical conditions of life, sixeight weeks summer training has been included in the M.B.A course. I express my gratitude to Mr. BHAWDEEP SINGH TANGI (DEPARTMENT HEAD (M.B.A.)), UNIVERSITY SCHOOL OF BUSINESS STUDIES, GURU KASHI CAMPUS, TALWANDI SABO for allowing me to undergo 3TH SEM training in Mahindra & Mahindra Ltd - Swaraj Division.

I have the honour to express my sincere thanks to the management of Swaraj Division for providing me the opportunity to pursue my training in their esteemed organization. I place on record my thanks to Mr. RAMAN BAJAJ (Manager MARKETING) for giving me every sort of help and guidance.

My summer training has added to my practical knowledge and build up my confidence. I thank once again all the staff members of Swaraj Division with the active support of whom I was able to complete my project report successfully.

(Harcharan Singh)

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S A AJ
CONTENTS
CHAPTER-I

INDIAN TRACTOR INDUSTRY -An Overview M&M LTD -SWARAJ DIVISION -A Company Profile
OBJECTIVES OF THE STUDY & Executive summary
ANALAYSIS AND INTERPERTATION

CHAPTER ±II

CHAPTER ±III

CHAPTER ±IV CHAPTER ±V

CONCLUSIONS AND RECOMMENDATIONS

CHAPTER -VI

REFERENCES

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(Harcharan Singh) 6 .DECLARATION I. the undersigned do hereby declare that the project report submitted to my college UNIVERSITY SCHOOL OF BUSINESS STUDIES GURU KASHI CAMPUS. TALWANDI SABO in partial fulfillment for the degree of Master Of Business Administration on ³The study of consumer satisfaction after sale service´ being is my own piece of work under continuous guidance and kind co-opration of our college faculty and it has not been submitted to any other institute or published at any time before.

Chapter-I INDIAN TRACTOR INDUSTRY AN OVERVIEW 7 .

were carried down by bullocks. So the plants were mainly set up for manufacturing tractors with the help of some foreign collaboration. being the key operation in agriculture. As a result. Cultivation.BACKGROUND Earlier in 1950¶s. All this initiated Indian government to give highest priority to development of agriculture in its five year plan programmed. 8 . Our Government encouraged manufacturing of tractors in India to save its foreign currency reserves. Extensive use of effective and improved equipments was made by importing tractors. It results in scarce foreign exchange reserves of our country. planking. a few plants were set up but Indian technology at that time was not in a position to design and manufacture indigenous tractors. A stress was laid on the improvement in agricultural output through use of advanced technology. the India people was engaged in agriculture and for irrigation mainly depend upon rains except a few isolated pockets being irrigated through canals and tube wells. Very few people used chemicals and pesticides and even the major agricultural operations life ploughing. As a result. etc. India could not produce enough to feed its people so heavy expenditure was incurred on import of food grains.

this industry found a firm footing only after the turbulent period of 1968-74.000 tractors in 1990. 30. At the same time. (1965) ¢   ¡         9 . (1963) Tract rs and Builders Ltd. demand of tractors started multiplying at an annual rate of nearly 50% because government policies in respect of the development of tractor industry to promote mechanization of agriculture encouraging local manufacturer of tractors along with the import of tractors from Eastern Europe. 22 manufacturers remained. our country became the second largest tractor producer in the world. However. After 1967. The development of tractors industry from the very beginning i.e. During this period. By 1973-74 when imports were banned. it has become not only a major segment of our engineering industry but with a population of 1. during which the acceleration which should have emerged from the upsurge in demand generated by the Green Revolution was navigated by large-scale imports of fully built tractors. (1964) Internati nal Tract rs Ltd. First phase of development (1959-68): In late sixties demand for tractors was low. It is in an environment of intense competition between 22 manufacturers that our tractor industry has grown during the last 30 years. government protected the interests of the farmers by making tractors available to them at reasonable prices. 1959-60 Till date can be divided into the following four phases:- 1. (1959) Tract rs and Farm Equi ment Ltd. Tractors manufacturing units came up in this decade: Escher Tract rs Lt .HISTORY: INDIAN TRACTOR INDU TRY THE BEGINNING: Indian Tractor Industry took birth in 1959-60 when the first tractor manufacturing unit was established.

(1974) Punjab Tractors Ltd. They were: Escorts Tractors Ltd. The pace of irrigation facilities also increased and government extended full support to old and new manufacturers to speedily establish them. Government de-licensed the tractor industry in 1968 and then banned import of fully built tractors in 1974. (1971) Hindustan Machine Tools Ltd. Second phase of development: The government¶s decision to freely invite new entrepreneurs to tractor manufacture in 1968 backed by Green Revolution. (1974) Pittie tractors Ltd. 10 . (a U.000 by 1975. Ltd.P. These were: Auto Tractors Ltd. 3. led to the establishment of six more units in this industry.2. (1974) Harsha Tractors. (1975) The combined output of 11 units has risen to 32. (Tractor Division) (1983) The tractor industry saw a rapid growth of 6% from 1982-87. (1971) Kirloskar Tractors Ltd. There was expansion in rural branches of banks and rural lending increased. The boom in the tractor industry in the late seventies led to the setting up of two more units for the manufacture of tractors. Third phase of development: Banning of imports and increased competition due to increase in number of tractor manufacturers led to the growth in local production. Government enterprise) (1981) Partap Steel Rolling Mills Ltd.

THE PRESENT Sales peaked to 2. But after that tractor industry again started growing and tractor sales went to 1. demand for tractors showed a decline of 4% in 1992-93 and 3. The industry has now discovered channel-exports to ensure that the sales of tractors do not drop. Political uncertainty.8% in 1994-95. exports have now become a thrust area.18 lacs because of fall in the rural income virtually all over country and due to rising competition. After six years (1987-92) of rapid growth. In the year 2000-01 and 2001-02 the sales decline to 2.4. They include below 20HP.46 lacs in 2007-08. Depression in market due to credit squeeze. Decrease in production of cash crops. During the current FY 2007-08.73 lacs in 1999-2000.69 lacs in 200203. Fourth Phase of development: After 1987 the tractor industry further picked up Government gave priority to agriculture and exempt the excise duty on tractors below 1800cc in 1986 and repayment period was increased from 7 to 9 years.38 lacs in 199394. account for 78% of the total market share. Sales dropped from 1. It reached 1. 02.51 lacs in 2006-07 and to 3.000 tractors were sold in India and 44. The decline was due to the following factors:Land development bank. They are offering products of different HP¶s. and 41-50HP and above.000 tractors were exported. average growth of 15% was experienced for 1988-92 which was due to green revolution. In fact. an important source of finance.51 lacs in 1991-92 to 1. The industry saw an upward trend volume touching 3. collapsed.53 and 2. 21-30HP. around 3.64 lacs in 1995 and further in 1996-97. 11 . After this. Five major manufacturers are in the race for tractor market today.

Companies that managed to keep their costs low are the ones that managed to survive during the reversionary period. and special variants to suit regional needs and special usage are often available in many models. 12 . It plays an important role in determining the demand for tractors. at the booking stage. * MONSOONS AND CROP PRICES. * GOVERNMET POLICIES To enable a farmer to purchase a tractor against these odds. he will not be able to make the initial down payments. In the budget of 2004 all the tractors were exempted from excise duty. the government introduced subsidies in this sector. Industry today offers more than 43 models. except the Swaraj Division. The farmers have to pay 15% of the total price of the tractor. The financial inability of the Indian farmers makes the pricing a critical parameter. All tractor manufacturing units. tractor industry has been on its own for the last decade. consequently. which were earlier imported and priority is given to Research and Development. * IMPORTS The industry reduce its dependence on imports. in cash.CRITICAL PARAMENTERS FOR GROWTH OF TRACTOR INDUSTRY * AGRICULTURE INDUSTRY Nearly 90-95% tractors are purchased with the help of bank credit. if the farmer is faced with bad monsoons and low crop prices. * WIDENING RANGE FOR CUSTOMER CHOICE Competition in tractor industry led to increase in the variety of models for farmers to choose from. they have indigenized their inputs. were initially set up with foreign collaboration. * PRICING OF TRACTORS .

Tamil Nadu. Karnataka & Kerala) SEGMENT WISE HP Range Up to 30 HP 31 .40 HP Above 40 HP %age of Dome tic Sale 29% 18% 9% 18% 26% %age of Domestic Sales 18% 37% 45% 1 .TRACTOR MARKET ± A CYCLICAL TREND Table bel wi e: provide the indu try picture for 2007 -08. Haryana & Uttar Prade h) Central (Madhya Prade h & Rajasthan) East (Bihar. Orissa & Assam) West (Gujarat & Maharashtra) South (Andhra Pradesh. geographically & egment GEOGRAPHICALLY Territory North (Punjab. West Bengal.

Chapter ²II MAHIN RA & MAHIN RA -SWARAJ (A C MPAN PR FI E) 1 .

Limited Company. the PUNJAB TRACTORS LIMITED was taken by MAHINDRA & MAHINDRA LIMITED & PTL becomes Pvt.5 H. agricultural tractors. a national Laboratory of the Government of India. which went into commercial promotion in the early seventies.P. PTL¶s Swaraj brand will continue to exist 15 . to merge with Mahindra & Mahindra Ltd. It is promoted by Punjab State Industrial Development Corporation (PSIDC) in 1974 which was set up by Punjab Government for setting up new projects. In 1965 when the entire industrial growth of India relied upon foreign technology and know-how for setting up industrial ventures in India.SWARAJ DIVISION.. So PTL is now a part of M & M Group PUNJAB TRACTORS LTD -SWARAJ IS NOW M&M LTD . the Central Mechanical Engineering Research Institute (CMERI.P I E Q A I Y MOTTO OF M & M SWARAJ DIVISION SE VI E PROMOTION OF SWARA M&M LTD -Swaraj Division (SWARAJ DIVISION) was joint sector company of the Punjab Government. took the bold step of taking up the design and development of totally Indian know how for 26. Durgapur). Punjab Tractors Ltd. In August 2008.

Equity shares of M&M will be issued to the shareholders of PTL in the ratio of one equity share of Rupees 10 each of M&M for every three equity shares of Rupees 10 each held in PTL. of which M&M is the beneficiary. µSwaraj brand of Punjab Tractors will continue to exist after the amalgamation of PTL with Mahindra & Mahindra as this brand is an important asset to us and we will like it to further excel. An independent valuation exercise has been conducted jointly by Ernst & Young and N.¶ said Anjani Kumar Choudhari. PTL will be merged into M&M and all its assets and liabilities will be transferred to M&M at book values.Farm Equipment Division. Mahindra owns a majority stake in Punjab Tractors Limited and had earlier acquired 63. MHFL. a wholly owned subsidiary of M&M.31% of PTL. and is also in the process of being merged into M&M. pursuant to provisions of Sections 391 to 394 and other relevant provisions of the Companies Act. M&M Ltd. based on the swap ratio determined by independent valuers. the share exchange ratio for the amalgamation has been arrived at. Raiji & Company. Under this amalgamation scheme. µPTL is a strategic fit for M&M and its amalgamation with M&M will significantly add to shareholder value.The Board of Directors of M&M and PTL today unanimously approved a scheme of amalgamation of Punjab Tractors Limited (PTL). currently holds 1. M&M will transfer all the equity shares held by it in PTL to a Trust.¶ However. M. help achieve greater integration benefits and reduce overall administrative costs. Bringing these two businesses under a single entity will also result in a common management focus. 1956. an M&M subsidiary. along with its subsidiary Mahindra Holdings and Finance Ltd. M&M has said that PTL¶s Swaraj brand will continue to exist even after the company's merger with automotive major Mahindra & Mahindra. Upon the scheme becoming effective. M&M. President . said. with Mahindra & Mahindra Ltd. 16 . Anand Mahindra. agreed to acquire the stake from Actis Group. The appointed date under this scheme is 1st August 2008. Based on this exercise.33% stake in PTL in July 2007. Mahindra Group. Vice-Chairman and Managing Director. M&M will issue its shares to PTL shareholders as on record date.

Mohali (Punjab) on a campus of 17 hectares. Industrial rea S. The land was allotted by Punjab Govt. Punjab S. 160022 el. agar ( ohali). QUICK ACTS Year of Establishment Business roup istings its codes egistered Office + orks orporate Office 1970 Swaraj Enterprise SE: P . euters: P .swarajenterprise. The location of plant is very suitable because it is quite near to the capital of Punjab.O.S.BO Phase IV. SE: 500344. in the developing Mohali to make it a progressive Industrial Centre.com ebsite 17 .LOCATION The plant of M&M LTD -Swaraj Division is located in Mohali Focal Point Estate near Chandigarh on Chandigarh-Ludhiana Highway (Phase IV.A. 204 205. This fact has been advantageous to the company in its initial stage of growth.: +(91) (172) 2647700 to 10 ax: +(91) (172) 2615111 www. Sahib ada Ajit Singh Nagar. Sector 34 A Chandigarh.C. However the inadequacy of railway facilities is a serious drawback to the location of the plant.

West Bengal. Haryana & Uttar Pradesh) Central (Madhya Pradesh & Rajasthan) East (Bihar.9% 8.3% 9.1% 4. Karnataka & Kerala) Total SEGMENTWISE HP Range No.EMERGING MARKE S Swaraj Domestic territorial market share for 2007-08 dealer networks at the year ± end emerges as: DOMESTIC TERRITORIAL MARKET SHARE AND DEALER NETWORK (YEAREND) Territory Swaraj Market Share 10. Tamil Nadu. of Dealers as on 31-03-08 203 114 68 North (Punjab. Orissa & Assam) West (Gujarat & Maharashtra) 11.40 HP Above 40 HP 1 .3% No.7% South (Andhra Pradesh.1% 88 93 566 Swaraj Share in Segment 9% 12% 7% Up to 30 HP 31 . of Models 5 1 3 %age of Swaraj Sales 17% 50% 33% 9.

AND EMPLOYEES. 19 . WE HAVE A LONG ± STANDING RELATIONSHIP WITH THE FARM & FARMING COMMUNITY THE NATIONAL HERTAGE AS WELL AS THE NATIONAL AGENDA. OUR STRENGTH IS THE INVOLVEMENT OF OUR PEOPLE. 3. WE SEEK COPRPORATE EXCELLENCE AND PROFITS THROUGH ETHICS PASSION AND PERSERVERANCE. 2. WHICH PROVIDES US WITH IMMENSE GROWTH OPPORTUNITES. AND BUSINESS THE SHAREHOLERDRS SOCITY PURSUE RESPONSIBILITY ROR CREATION OF WEALTH FOR THEM WITH MISSIONARY ZEAL. ± OUR CUSTOMERS. WE CONSIDER OUTSELVES CUSTODIANS AND TRUSTERS OF ALL OUR CONSTITUENCIES ASSOCIATES. 4.³CORE BELIEFS´ 1. AND THEIR INTEGRITY ABIDING LOYALITY & LIFE TIME COMMITMENT TO THE SWARAJ ENTERPRISE. TEAM SPIRIT.

RAGHAVENDRA  HARDEEP SINGH  DALJIT MIRCHANDANI  P.M.L.K. SAWHNEY (Director ± Marketing) MEMBERS OF T E EXECUTIVE BOARD  P.K. MOHANRAJ  M.K. NARANG (Chairman)  S. TUTEJA  DONALD PECK  STEVEN ENDERBY  N. SHARMA  R.MAHINDRA &MAHINDRA LIMITED SWARAJ DIVISION BOARD OF DIRECTORS  P. MANRAO  P. SIVARAM (Chief Operating Officer)  A. NANDA 20 .D.

PSIDC contributed 42% equity capital against the total paid up capital of Rs.321 lacs.. The facility was initially created to manufacture 5000 nos. from the level of 5000 nos. The present stake of SWARAJ DIVISION in these is 14% in Swaraj Mazda.BACKGROUND M&M LTD -Swaraj Division plant is situated at S. The production capacity of tractors has increased to 60000 nos. over the years. 21 . has also promoted two companies.A. Swaraj Mazda Limited (manufacture of Light Commercial Vehicles) & Swaraj Engines Ltd.140. Initially. (manufacture of Diesel Engines in collaboration with Kirloskar Ltd and it has also promoted Swaraj Automotives. The company. tractors and the capital cost at that time was Rs. 33% in Swaraj Engines and 24% in Swaraj Automotives.S. Nagar (Mohali) where production commenced in the year 1974. namely..00 lacs.

3) PEOP E¶S EXCE ENCE. 22 . ¨  ¨ 2) ENVIR NMEN . Control & Reduce accidents and provide Safety to the employees working in the organization .MISSION VISION & OBJECTIVES OBJECTIVES O SWARAJ ¦¥ § 1) Q A I a Control and reduce emission & discharge in the company b Optimum tilization of natural resources c. HEA H AN SAFE  ©  ¨  ¤ £ a Continually improves satisfaction level of our customers b Continually improve performance & reliability of our products & services c Provide to you delivery of products & services to meet customers requirements d To reduce the break down of equipment .

March 1974. now Swaraj is also an internationally recognized name in the developing world Viz. 3. Swaraj was appropriately chosen as its brand name. With more than 5 Lac tractors and harvest combines operating in Indian farms.70 crores during November 1972. a pioneer in Indian Engineering Industry.wise distribution. Ferguson. The engineers for Swaraj tractors were procured from M/s Kirloskar Oil Engines Ltd. Limited introduction and slow extension of distribution network. East Africa. etc. it was difficult to establish a new tractor. West Africa. Intensive and close marketing. SWARAJ DIVISION¶s own serving group. Strict uniformity of product performance and quality. the following strategy was adopted. $ #"! a.. Continually i   E ti and Training to employees 23 . Middle East and South East Asia. Thus to establish Swaraj against this severe competition.STAGES OF GROWTH PERIOD (1970-74) This project for manufacture of 5000 tractors per year was set up at an outlay of Rs. SWARAJ . Since SWARAJ DIVISION was the first large scale project in India based totally on Indian know how and technology. etc were available. SWARAJ DIVISION went into commercial production with the introduction of its first Model Swaraj 724 in April 1974. Massey.and their overall development. District . PERIOD (1974-78) In 1974 competitive market conditions prevailing where well known international brands such as Ford. SWARAJ DIVISION: BRAND NAME µSWARAJ¶ The word SWARAJ in Indian language means µfreedom from bondage¶.

reducing wastage. THE EXPANSIONS (1978-82) SWARAJ DIVISION started growing and increased its production capacity to 12. up gradation of quality. In 1983. But the RBI¶s credit squeeze policy affected the tractor industry. Thus SWARAJ DIVISION worked on µman¶ rather than µmachines¶ STAGE OF GROWTH SINCE 1987 There is goodwill create in the mind of the people regarding brand SWARAJ. During this time SWARAJ DIVISION became multi-divisional by installing Swaraj Foundry Division for manufacturing castings. SWARAJ DIVISION¶s sale dipped from 10000 tractors to around 5500 tractors in 1982-83. 2. 1. Then a low cost tractor SWARAJ 720 was introduced in 1978 for small farmers. This division started supplying casting to SWARAJ DIVISION in 1980. market since 1987 has been showing growth trend. BREAK PERIOD (1982-86) With encouraging past records PTL decided to increase its production to 24000 per annum. as more than 95% of the tractor sales are through banks. inventory control. expanding dealer network in new areas and widening product variants. 9.SWARAJ DIVISION¶s first launch SWARAJ 724 received quite favorable response and encouraged by this response and also by taking into account the preference of large segments of farmers for higher HP tractor.2 crores. development work on a 35 HP tractor was started in January 1975. SWARAJ DIVISION introduced SWARAJ 855 and became the first manufacturing organization to have the widest product range. SWARAJ DIVISION introduced its second model SWARAJ 735 in November 1975 which is now the most popular tractor. During 1982-86.000 tractors at a capital outlay of Rs. SWARAJ DIVISION¶s efforts were directed towards training its work force. The demand for Swaraj has increased 24 . cutting down scrap.

Production capacity had increased presently to 33000 tractors per year and will further increase to 36000 tractors per year by 2000.  Listed by Hong Kong based µAsia Money¶ among top 5 best managed companies in India 1999.tremendously.through generation of wealth for its customers. its shareholders and the society.  Nomination of UTI institute of Capital Markets for excellence in corporate governance.µbest company of the year 1998¶. its employees.  Listed by FII in µthe jewels of Asia¶ category 1999. THE DECADE OF NINETIES The decade of 90¶s has been a rewarding one for all the constituents of Swaraj enterprise . its business associates. Now consumers are ready to wait and pay the entire amount in advance to buy a Swaraj tractor rather than buying any other tractor.  Nomination by the Economic Times .  Listed by ³Business Today¶ among top 3 Economics value generators in India. 25 .

SWARAJ Foundry Division set up in Backward area. 27. 2nd issue of Bonus Shares (1:1) paid up capital moves to Rs.per share (plus reservation of 200 Shares per employee) paid-up equity moves to Rs 50.5 HP) tractor commercially introduced. 1974 Swaraj 724 (26. 6.SWARAJ 855 (55 HP) developed by own R&D.0 million with an equity base of Rs 11. SWARAJ DIVISION's equity participation is Rs. promoted in technical and financial collaboration with Kirloskar Oil Engines Ltd. of India's research institute (CMERI) at Durgapur initiates design and development of SWARAJ tractor based on indigenous know-how.6 million. Expansion of annual capacity to 12. 4th Tractor Model . Japan for manufacture of Light Commercial Vehicles. SWARAJ DIVISION takes over PSIDC's sick scooters unit .per share (plus reservation of 200 Shares per employee) paid up equity moves to Rs 31. commercially introduced.9 million (33%) and that of KOEL's Rs 3.4 million.(KOEL) for manufacture of diesel engines.000 tractors per annum at Plant 1.) India's first Self propelled Harvester Combine . Issue of maiden Bonus Shares (2:5). 2nd Right Issues (1:2) at a premium of Rs 60/. Setup of tractor Plant II at Village Chappercheri with annual capacity of 1980 1981 1983 1984 1985 1986 1989 1990 1992 1993 1995 26 . promoted in technical and financial collaboration with Mazda Motor Corpn. 30.SWARAJ DIVISION sets up SWARAJ Project for 5.6 million (17%). SWARAJ ENGINES Ltd. 1975 2nd tractor model SWARAJ 735(39 HP) developed by own R&D. commercially introduced. commercially introduced. 101. SWARAJ DIVISION's equity participation is Rs. SWARAJ MAZDA Ltd. 37. 1971.Evolving Journey of SWARAJ DIVISION 1965 Govt.000 tractors per annum 73 at a capital outlay of Rs. 1978 3rd Tractor model SWARAJ 720 (19.0 million.0 million (26%). Guided by social concerns and responsibility. (SWARAJ DIVISION) for its commercialization.000 per annum at Plant 1. 1970 Punjab Govt.Punjab Scooters Ltd. Maiden equity divided declared. 1st Right Issue (1:1) at a premium of Rs 50/.5 HP) developed by own R&D. Annual tractor capacity expanded to 24. commercially introduced. & Sumitomo Corpn. (subsequently renamed as SWARAJ Automotives Ltd.4 million (29%) and that of Mazda and Sumitomo's Rs. commercially introduced. paid-up equity moves to Rs 15.6 million.2 million. through PSIDC acquires SWARAJ tractor's design from CMERI and establishes Punjab Tractors Ltd.SWARAJ 8100 developed by own R&D. SWARAJ Industrial Forklift Trucks developed by own R&D.

Cumulative tractor sales crosses 5. With this. PSIDC's disinvestment of its entire Equity holding (23. 7th & 8th tractor models .000.2 million CDC/Actis Group and Burman Family's disinvestment of their Equity holding in SWARAJ DIVISION (43.000. commercially introduced. at a total consideration of Rs. Commencement of expansion to 60. Expansion of annual tractor capacity to 60. commercially launched 2000 2001 2002 2003 2004 2005 2007 27 .each of Swaraj Mazda Ltd.49%) in SWARAJ DIVISION in favor of CDC Financial Services (Mauritius) Ltd. funded mainly through internal accruals. Capital outlay of Rs 1000 million. 5th and 6th tractor models . Japan.6 million.000 completed. FY 1999's divided @ 250% was corporate India's highest. Mahindra Group's equity holding in the Company stands at 64.000 tractors (30. commercially introduced. 3rd issue of Bonus Shares (1:1). (constituting approx.Swaraj 939 (41 HP) & Swarj 834 (34 HP) developed by own R&D. M&M made open offer to shareholders for another 20% equity of the Company. paid up equity moves to Rs.1996 1998 1999 12. a joint venture partner in Swaraj Mazda Ltd. 00.5 million. 15% of SML's paid up capital) in favor of Sumitomo Corporation.3%) in favor of Mahindra Group (M&M). SWARAJ DIVISION disinvested 15. total holding of CDC & its associates in SWARAJ DIVISION stands at 28. Swaraj Track Type Combine designed and developed by in-house R&D.73.000 per annum. SWARAJ DIVISION won National Championship trophy in competition organized by All India Management Association (AIMA) for young managers. 10/. 202. 4th issue of Bonus Shares (2:1) paid up equity moves to Rs 607.6% Cumulative Tractor Sales cross 600.SWARAJ 733 (34 HP) & SWARAJ 744 (48 HP) developed by own R&D. 629.000 equity shares of Rs. Economic times and Boston Consulting Group selects SWARAJ DIVISION as one of the India's finest 10 companies out of Economic times top 500 Companies.48%.000 at each plant).

production of castings was 9. 2. In FY 2007-08.5 crores. Initial production was 5000 MT/year. SWARAJ DIVISION PLANT. Over last 28 years.65 crores.80 crores to provide grey iron castings to SWARAJ DIVISION. 2 SWARAJ COMBINE DIVISION: Punjab government requested SWARAJ DIVISION for the development and manufacture of self propelled Harvester combines to curtail the harvesting season and save the crops from natural calamities. It is situated in village Majari in Ropar district. representing a value of nearly Rs.1 PLANT 2 PLANT -3 2 .600 Metric Tonnes. 1. In 1985. the company has sold nearly 3. first SWARAJ 8100 rolled out. As a result Swaraj Combine Division was set up in 1980 at Chappercheri to produce 250 combines per annum at an initial investment of Rs. production of diesel fork lift also started in collaboration with KOMATSU Fork Lift Company of Japan.150 combines including 65 in 2007-08. In 1981.ASSOCIATE UNITS O SWARAJ DIVISION 1. SWARAJ OUNDARY DIVISION: It was established in 1980 at a capital outlay of Rs. 50.

Due to strong consumer preference and the potential for expansion.SWOT ANALYSIS STRENGTHS: The company has an excellent distribution network. The evitable increase in petroleum prices including diesel & other inputs. The company mainly has medium horse power tractor in its product portfolio. the industry in bound to record growth. Increased agri-focus of the Indian Government. Bangladesh and African countries. SWARAJ DIVISION should have no obstacle for further expansions. Strong Research and development set up. Being a cash rich company. WEAKNESSES: Being agro-based product. THREATS: The entry of international and new domestic players would intensify competition significantly. manufacturing. OPPORTUNITIES: The Company will have the advantage to synergize with M & M. company¶s fortune depends on the vagaries of the monsoon. The company has not leveraged its brand and product varies in the exports market. product quality and cost advantage to increase exports in low value markets of Sri Lanka. 29 . The company is addressing this problem by going in for capacity expansion and increasing dealer network. will naturally bring down the spirit of a prospective tractor purchasers. Number of technically superior new models likely to be launched in the market in the next two years. product development and distribution. Good brand name. which holds a good growth potential thereby leading to an increase in the market share. This could put pressure on the sale growth and the merging of the company. Major market share in Punjab & Haryana could stagnate as the market mature. Farm Equipment Sector in the areas of sourcing.

recording and analyzing data for aid in making business decisions. % 30 . 5) To suggest remedial measures for the improvement of the company¶s performance RESEARCH METHODOLOGY The basic task of research is to generate accurate information for use in decision making. 3) o provide good service and retain the customer . It is gathered and recorded by someone else prior to current needs of the researcher. Secondary data can be obtained from both external and internal sources. Secondary data is previously collected and assembled for some project other than the one at hand. the research is exploratory in nature. As the project involves analyzing of customer satisfaction. covering all parameters and come of the important ratios to carry out research. Primary Data is gathered specifically for the project at hand through personal interviews with the farmers having tractors of swaraj.Chapter-III OBJECTIVES OF THE STUDY 1) To study the various components of marketing management of SWARAJ DIVISION. It is less expensive than the primary data. Secondary Data. 4) To analyze the market performance of the SWARAJ DIVISION. There are basically two techniques adopted for obtaining information: Primary Data. 2) The project aims at studying the customer retention in after sales service. Research can be defined as the systematic and objective process of gathering.

books. RESEARCH PROCES Step1: Program Planning Step 6: Consultation & review S S S v y Research Methodology S R S i S v y D v l m Step 4: Data Analysis 31 . recorded or generated by the organization. Secondary data is gathered from annual reports.External data may be collected from books and periodicals. Secondary data is collected from the reports of the company. government sources. which is created. media and other commercial sources. Internal data is that secondary data. official records and standing orders of the units. journals and internet.

0 Cumulative Percent 75 0 100 0 INFERENCE 75% of respondents have told that they came to know only through friends and the remaining 25% have told that the awareness about the dealers was through other source 32 .0 Valid Percent 75 0 25 0 100.RESEARCH TOPIC ± Study on customer satisfaction after sales service SWARAJ CHAPTER-IV ANALAYSIS AND INTERPRETATION Q1) How do you know about the dealer ? source riends Others Total requency 30 10 40 Percent 75 0 25 0 100.

Q2) Which type of tractor model you have? MODE L SWAR AJ735 E SWAR AJ835 E Total 40 36 4 requency Percent Valid Percent Cumulative Percent 10 0 10 0 10 0 90 0 90 0 100 0 100 0 100 0 INFERENCE From the above table it is clear that only 10% of the farmers use SWARAJ735FE and rest of the 90% use SWARAJ-835FE 33 .

Q3) Which types of tractor model you buy? parameters Frequency Percent Valid Percent Cumulative Percent 70 0 92 5 100 0 Economy Safety Others Total 28 9 3 40 70 0 22 5 75 100 0 70 0 22 5 75 100 0 INFERENCE From the above table it is clearly identified 70% of the respondents have told that they bought based on their economic conditions whereas 22 5% have told the reason as safety and the remaining 7 5% has given some other reason 34 .

Q4) How do you feel about the service in terms of charges? parameter s Very high High Moderate Total Frequency Percent Valid Percent Cumulative Percent 25 17 5 100 0 1 6 33 40 25 15 0 82 5 100 0 25 15 0 82 5 100 0 INFERENCE From the above table only 2 5% of respondents felt that the charges are very high whereas 15% felt that the charges are high and the remaining 82 5% felt that the charges are moderate and they were happy about the charges levied by the firm 35 .

Q5) what do you think about Quality of work? parameters Frequenc y Percentage Valid Percentage Cumulative Percentage 25 45 0 80 0 100 0 E cellent Very ood 1 17 14 8 40 25 42 5 35 0 20 0 100 0 25 42 5 35 0 20 0 100 0 ood Fair Total INFERENCE From the above table it is clearly identified 2 5% of respondents have rated the quality of work as e cellent Another 42 5% rated it as very good then 35% of the customers have told it as good and the remaining 20% rated it as fair 36 .

Q6) what will you say about convenience with the dealer ? paramete rs Very ood ood Fair Total Frequenc y 20 Percentage Valid Percentage Cumulative Percentage 50 0 50 0 50 0 12 8 40 30 0 20 0 100 0 30 0 20 0 100 0 80 0 100 0 INFERENCE Almost 50% seems to be very convenient with the dealer another 30% seems to be convenient with the dealer and the remaining 20% seems to be some what 37 .

Q7) what is the level of comfortness of service ? parameters Frequenc y Percent age 25 47 5 32 5 17 5 100 0 Valid Percentage 25 47 5 32 5 17 5 100 0 Cumulative Percentage 25 50 0 82 5 100 0 E cellent Very ood 1 19 13 7 40 ood Fair Total INFERENCE The comfortness in the level of service is measured and it is found that 47 5% felt very good in comfort then 32 5% felt good in comfort and the remaining 17 5% felt fair in comfort 38 .

Q8) After your service visit did someone from the dealership contact you by phone or by mail to see if you were satisfied with your overall service e perience? param eters Yes No Total Frequency 35 5 40 Percentage 87 5 12 5 100 0 Valid Percentage 87 5 12 5 100 0 Cumulative Percentage 87 5 100 0 INFERENCE From the above furnished table it is clearly indicated that Almost 87 5% told that they will get a call about the satisfaction in service from the company and 12 5% told that they will not receive such type of call after service 39 .

Q9) In evaluating your most recent customer service e perience what was the quality of service you received? parameters Frequency Percen tage 12 5 12 5 72 5 25 100 0 Somewhat unsatisfactory About average Very satisfactory Superior Total 5 5 29 1 40 Valid Percent age 12 5 12 5 72 5 25 100 0 Cumulative Percentage 12 5 25 0 97 5 100 0 INFERENCE 2 5% told that the company provides a superior customer service and almost 72 5% were satisfied with the customer service in the company Another 12 5% were found to be somewhat unsatisfactory and then other 12 5% told that they were average in customer service only 40 .

Q10) what do you think about completion of the service in the time promised? parameters Very Satisfied Somewhat Satisfied Somewhat Dissatisfied Total Frequency 32 6 2 40 Perce ntage 80 0 15 0 50 100 0 Valid Percentage 80 0 15 0 50 100 0 Cumulative Percentage 80 0 95 0 100 0 INFERENCE On time delivery of the service was the ne t factor considered to be very important and in this regard 80% of the customers feel very much satisfied with the timing of the service then 15% seems to be somewhat satisfied and only 5% seems to be somewhat dissatisfied 41 .

Q11) Do u think customer service representatives are very polite? parameter s Strongly disagree Somewhat disagree Somewhat agree Strongly agree Total Frequency 2 1 30 7 40 Percentag e 50 25 75 0 17 5 100 0 Valid Percentage 50 25 75 0 17 5 100 0 Cumulative Percentage 50 75 82 5 100 0 INFERENCE From the above table it is clear that 5% of respondents are strongly disagree about politeness of the representatives 2 5% of respondents are somewhat disagree about representative¶s politeness 75% of respondents are somewhat agree and 17 5% of respondents are strongly agree 42 .

Q12) Which of the following qualities of the service representative stood out? (As being superior) parameters Frequenc y Percen tage 50 37 5 17 5 Valid Percentage 50 37 5 17 5 Cumulative Percentage 50 42 5 60 0 Patient Enthusiastic Listened carefully Friendly Total 2 15 7 16 40 40 0 100 0 40 0 100 0 100 0 INFERENCE From the above table it is clear that 5% of the employees seem to be very patient to the customers 37 5% seem to be enthusiastic 17 5% seem to listen to the customers very carefully and then attend to their problems and another 40% were found to be friendly to the customers all the time 43 .

Q13) What do you think customer service representative are knowledgeable ? parameters Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree Total Frequenc y 4 4 1 19 12 40 Percen tage 10 0 10 0 25 47 5 30 0 100 0 Valid Percentage 10 0 10 0 25 47 5 30 0 100 0 Cumulative Percentage 10 0 20 0 22 5 70 0 100 0 INFERENCE From the above table it is clear that 10% of respondents strongly disagree that representatives are knowledgeable and the same percentage of respondents are somewhat disagree that representatives are knowledgeable 2 5% of respondents are neutral the respondents of 47 5% are somewhat agree with the knowledge of the representatives and 30% of respondents are believe that representatives have good knowledge 44 .

Q14) Are they able to solve the problems ? paramete rs Very ood ood Fair Total Frequen cy 20 15 5 40 Percentag e 50 0 37 5 12 5 100 0 Valid Percentage 50 0 37 5 12 5 100 0 Cumulative Percentage 50 0 87 5 100 0 INFERENCE Almost 50% of the customers were of opinion that there was a very good problem solving skill amongst the employees of the firm 37 5% seems to be of the opinion that the problem solving skill is good 12 5% seems to be saying that the employees have a fair problem solving skill 45 .

Q15) what about the understanding ability of employees about customer needs ? Very ood ood Fair Total Frequency Percentag e 21 52 5 15 4 40 37 5 10 0 100 0 Valid Percentage 52 5 37 5 10 0 100 0 Cumulative Percentage 52 5 90 0 100 0 INFERENCE From the above table 52 5% of the customers were of opinion that the employees very understanding in nature 37 5% were of opinion that they were good in understanding and 10% of the customers were of opinion that the employees have a fair level of understanding 46 .

Q16) Would you recommend this dealer to a friend or relative as a place to have their tractors serviced? paramete rs Definitely Probably Not sure Definitely not Total Frequency 31 4 4 1 40 Percentag e 77 5 10 0 10 0 25 100 0 Valid Percentage 77 5 10 0 10 0 25 100 0 Cumulative Percentage 77 5 87 5 97 5 100 0 INFERENCE Almost 77 5% of the customers were ready to recommend definitely to friends or relatives 10% have told they may recommend another 10% have told that they may or may not recommend and only 2 5% of the customers seems not to recommend the services to anybody 47 .

Q17) If you need service again for your tractor would you return to this dealer ? paramete rs Definitely Probably Not sure Probably not Definite not Total Frequency 32 3 4 1 0 Percentag e 80 0 75 10 0 25 0 Valid Percentage 80 0 75 10 0 25 0 Cumulative Percentage 80 0 87 5 97 5 100 0 100 0 40 100 0 100 0 INFERENCE From the above table almost 80% of the customers were willing to come back to the dealer in future 7 5% of them were not sure whether they would come back other 10% have said they may or may not come back and 2 5% of the customers have said that they will not come back at all 48 .

But still 5% of the customers were dissatisfied on the following grounds such as  delay in delivering.  then the charges seems to be high  then there is a complaint as there were repetition of complaints  then some of them seems to be not satisfied with the employees Just because the complaints were received from only few customers we can¶t ignore this. and hence the following recommendations were made to the company in improving the level of customer satisfaction. 49 .  lack of knowledge for mechanics. to a greatest extent of 95%. SUGGESTIONS AND CONCLUSION FINDINGS: The observations on the survey support the customer satisfaction of swaraj division mohali.CHAPTER FINDINGS.

thereby it is possible for the company to avoid inconvenience posed on the customers. in turn there is a possibility to increase the customers also. Thereby employees will also try to treat their customers well and the customers also feel free to the particular employee. the company can give its customers some special schemes like ³one free service´ for every ten services.SUGGESTIONS:  To avoid problems on in-time delivery of vehicles.  To avoid repetition of complaints the company can appoint one chief mechanic to check the vehicle soon after the service is over and before each delivery it has to be ensured that the chief mechanic checks it promptly. the company can make a call after the vehicle is ready. probably the customers will try to avail that free service. 50 .  To avoid dissatisfaction in customer service the company can assign the customers to a particular employee permanently. If not the company can increase the number of mechanics in the service department.  In avoiding cost related dissatisfaction among the customers. When it is announced.

Swaraj division.CONCLUSION: This project dealt with study on customer satisfaction after sales service in Punjab tractor ltd. This study also gives the views and suggestions about retaining the potential customers to the organization and keeps them loyalty to the organization. The project was done to know how retain the customer and thereby improve loyalty. 51 . This study gives the opinions and their suggestions about the swaraj Limited and this project also gives the view upon the qualities and attitudes of the customers about the employees of the organisation.

QUESTIONNAIRE A STUDY ON CUSTOMER SATISFACTION AFTER SALES SERVICE WITH REFERENCES OF SWARAJ DIVISION 1. Gender : : Male/Female 4.Swaraj-835FE 6. High c. Others 5.safety c.economy b. moderate d. How do you feel about the service in terms of charges? a. Friends & relatives b.which quality you have seen before buy the tractor ? a. Swaraj-735FE b. Very High b. Name of the respondent: 2.others 7. Low 52 . How do you know about this dealer ? a. Age 3. which tractor model you have ? a.

8. Somewhat Satisfied c. On your most recent service visit. Somewhat Dissatisfied d. About average c. In evaluating your most recent customer service experience. Somewhat unsatisfactory b. What was the quality of service you received ? a.What do you think about the completion of the service in the time promised? a. Very satisfactory d. Yes b. how would you rate the service department on the following areas? Excellent Quality of work performed Convenience with the dealer Level of comfortness of service Very Good Good Fair Poor 9. After your service visit. did someone from the dealership contact you by phone or by mail to see if you were satisfied with your overall service experience? a. Very Satisfied b. Do you think customer service representatives are very polite ? 53 . Very Dissatisfied 12. Superior 11. No 10.

Very good b. Patient b. Are they able to solve the problems of the customers ? a. Somewhat agree d. Which of the following qualities of the service representative stood out ?(as being Superior) a.Very good 54 .a. Listened carefully d. Somewhat disagree c. Friendly 12. Good c. Strongly agree 11. Enthusiastic c. some what agree d. strongly disagree b. Strongly disagree b. some what disagree c.what about the understanding ability of the employees about customer needs ? a. What do you think that customer service representative are knowledgeable ? a. some strongly agree 13. fair 14.

Definitely not 16. please state below the reason(s) for your dissatisfaction «««««««««««««««««««««««««« «««««««««««««««««««««««««« 18. If you need service again for your tractor. Not sure d. Probably not e. What recommendations would you offer for improving customer service? «««««««««««««««««««««««««« «««««««««««««««««««««««««« Thank you for your feedback. Definitely b. Probably c.good c. Definitely b. Would you recommend this dealer to a friend or relative as a place to have their Tractor serviced? a. If you are not totally satisfied with the Customer Service Representative. would you return to this dealer ? a. Probably c. 55 . Definitely not 17. Not sure d.fair 15.b.

swarajenterprise.indiaautomotive.GUPTA SHARMA R.swarajenterprise.swarajenterprise.com #Web Pages http://www.swarajenterprise.K.com/Swaraj Divisionannualreport.htm http://www.com/Swaraj Division_index. # INTERNET WEB SITES www. Marketing Management # Journals Annual Reports of PUNJAB TRACTORS LTD..htm www.swarajenterprise.com/ http://www.net 56 .asp http://www.com/Swaraj Division_enterprise.BIBLIOGRAPHY # Books GUPTA SHASHI K.

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