SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL

FULFILLMENT

OF

BACHELOR OF BUSINESS ADMINISTRATION

SUMMER TRAINING PROJECT REPORT

ON

“SALES AND MARKETING STRATEGIES OF IGNITION AUTOMOTIVE”

Batch: 2017-2020

Submitted By: - PROJECT GUIDE

Enrollment No: 41520601717 Assistant Professor

Trinity Institute of Professional Studies

Affiliated To Guru Gobind Singh Indraprastha University, New Delhi

1
 CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is to certify that the project work “Sales and Marketing Strategies’’ made by, student of
course BBA (G), Vth semester, Enrollment no. is an authentic work carried out by her guidance
and supervision of.

The project report submitted has been found satisfactory for the partial fulfillment of the degree
of Bachelor of Business Administration.

Project Supervisor

Signature:

2
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my mentors who graciously

gave me their time and expertise.

They have provided me with the valuable guidance, sustained efforts and friendly approach. It
would have been difficult to achieve the results in such a short span of time without their help.

I deem it my duty to record my gratitude towards project supervisor who devoted her precious
time to interact, guide and gave me right approach to accomplish the task also helped me to
enhance my knowledge and understanding of the project.

Signature:

Name of the student:

Enrolment No:

Course: BBA(G)

Sem/Shift: Vth

3
DECLARATION

I hereby declare that the following documented Project Report “Sale and Marketing Strategies’’
is an original and authentic work done by me for the partial fulfillment of Bachelor of Business
Administration degree program.

I hereby certify that all the Endeavor put in the fulfillment of the task are genuine and original to
the best of my knowledge and I have not submitted it earlier elsewhere.

Signature:

Name of the student:

Enrolment No:

Course: BBA(G)

Sem/Shift: Vth

4
 TABLE OF CONTENT

SR.No Particulars Page No.

1. Chapter-1 Introduction and literature review
 Introduction
 History
2. Chapter-2 Research Objectives and Methodology
 Research Objective of the Study
 Research Methodology
 Research Design
 Data collection
 Sampling Design
Population
Sampling Unit
Sampling Size
Sampling Area
Sampling Techniques
 Sampling Instruments
Types of Questions

3. Chapter-3 Data Processing, Analysis and Interpretation

 Data Processing
 Analysis of the problem under study
 Interpretation of the results

4. Findings and Inference

5. Limitations

6. Conclusions

7. Suggestions and Recommendations

8. Bibliography

5
LIST OF TABLES AND CHARTS

Qs. No. Particulars Page No.

1 Working Years

2 Long Term Plans

3 Working Hours

4 Planning

5 Proud to Work

6 Physical Condition

7 Contribution To Mission

8 Rewards

9 Medical Facility

6
 CHAPTER-1

INTRODUCTION AND LITERATURE REVIEW

7
 INTRODUCTION

IGNITION AUTOMOTIVE

Established in the year 2016, Ignition Automotive in Chattarpur, Delhi is a top player in the
category Tyre Dealers in the Delhi. It was founded by Arshad Ansari. This well-known
establishment acts as a one-stop destination servicing customers both local and from other parts
of Delhi. Over the course of its journey, this business has established a firm foothold in it’s
industry. The belief that customer satisfaction is as important as their products and services, have
helped this establishment garner a vast base of customers, which continues to grow by the day.
This business employs individuals that are dedicated towards their respective roles and put in a
lot of effort to achieve the common vision and larger goals of the company. In the near future,
this business aims to expand its line of products and services and cater to a larger client base. In
Delhi, this establishment occupies a prominent location in Chattarpur. It is an effortless task in
commuting to this establishment as there are various modes of transport readily available. It is at
Andheria More, Opposite Chattarpur Metro Station, which makes it easy for first-time visitors in
locating this establishment. It is known to provide top service in the following categories: Tyre
Dealers, Car Accessory Dealers, Tyre Dealers-MRF, Car Tyre Dealers, Tyre Dealers-Ceat, Tyre
Dealers-Bridgestone, Car Interior Accessory Dealers, Computerized Automobile Wheel
Alignment Services.
8
 REVIEW OF LITERATURE

“Marketing is managing profitable customer relationships, the twofold goal of marketing is to

attract new customers by promising superior value and to keep and grow current customers by
delivering satisfaction” (Armstrong & Kotler, 2007).

People often think marketing as selling and advertising, which is just a small part of marketing.
‘The marketer does a good job when he understands superior customer value, prices, distributes
and promotes them effectively; the products will sell very easily then. This tells that selling and
advertising are just a part of marketing as a marketing mix; a set of marketing tools that work
together to satisfy customer needs and build customer relationships.’ (Armstrong & Kotler, 2007)

Every organisation works with certain objectives and these are to be achieved. To achieve the
pre-decided objectives a number of activities are to be performed. It is not necessary that one all
organisations would perform one type of activities. The activities may include production,
marketing, human resource, finance, transportation, service, research, logistics, purchasing, and
storage, trading, assembling, distribution and others.

These activities are performed and these are related to each other so that the objectives can be
fulfilled effectively. Similar way the marketing activities are performed in some of the company
those are interested in marketing the products or services for use of customers. Marketing is one
of the important activities of an organisation. It is through marketing the products or services of
the company are reaching to the customers. The company gets the money back when the products
are sold out in the market. So the business cycle keeps on going further. It is required to coordinate
the marketing activities without activities also. It is necessary to work in close coordination with
production. Production alone is not going to serve the purpose. Production without marketing
become useless for the company and marketing without production is not possible. Similarly,
marketing is related to other activities like finance, research and human resource activities. So
the main concerned here is with the marketing activities.

9
 HISTORY

Being a professionally management organization, Ignition Automotive realizes that competitive

advantages comes from the expertise of the professionals. It believes in achieving excellence
through its human resources. Group has with it the services of best business and technology
innovators. This organized working culture at Ignition Automotive ensures timely business
operations as well as enables continuous learning. The cordial relation between the management
and executives leverages the potential of skill employees in the best way. Our workforce
comprises of professionals from various disciplines like:

• Managerial

• Technical staff

• Marketing, sales and packing

• Purchase and store staff

• HRD and administration

• Accounts, finance and commercial

• Skilled and semiskilled workman.

The company have stockists of all premium manufacturers, mid-range brands and have an
extensive range of budget brands for you to choose from.

The company is committed to providing exceptional customer service to ensure that their
customers’ needs are met and expectations are exceeded. Company offer a professional and
personal service at the best possible prices. They have experienced staff possess in-depth
technical knowledge about every tyre they stock, so they know exactly what they will be selling
to customers. Company also look to establish long-term relationships with customers and can
offer retailers incentive key dealer support packages.

Company service the whole of Delhi’s area and offer delivery outside Delhi also. They also aim
to be as responsive as possible and so Company offer an out of hours delivery upon request.

10
 SERVICES OFFERED BY COMPANY

Tyres are the single most important safety feature on your car. They are the only thing that
connects the car to the road, and life-saving technologies like antilock brakes and electronic
stability control cannot do their job if the tyres don't have a good grip on the pavement.

As the adage goes, nothing lasts forever. Car owners still need to replace their tyres a few times
or more throughout the life of a typical vehicle. Despite advances in longer-lasting tyres, actual
tread life will vary by car type, tyre type (such as all season or high performance), driving
aggressiveness, and even road and weather conditions. Proper maintenance and responsible
driving can maximize the mileage in a set of tyres.

They offer these services to help you prolong the life of your tyres.

 Alignments
Wheel alignment (or simply alignment) is standard car maintenance that involves
adjusting the angles of the wheels so that they are set to the manufacturer's specifications.
The main purpose is to let the suspension and the steering systems operate at their desired
angles - this reduces tyre wear. Alignment is a complicated process and not all mechanics
get it right.
 Balancing
If you feel excessive vibration in the car, or wobbling of the steering wheel, your tyres
may be unbalanced. Ignition Automotive has the professional equipment and technicians
to measure the balance of your vehicle's tyres and make necessary corrections.
 Inspection
It is recommended that tyres, including the spare, be periodically inspected by a tyre
service professional during routine maintenance intervals such as oil changes and tyre
rotations. We will inspect the tyre tread and sidewalls for irregular tread wear, cracking,
scrapes, bulges, cuts, snags, foreign objects or other damage resulting from use. We will
remove any stones, glass, foreign objects, etc. embedded in the tread to prevent further
damage. Even minor damage can lead to further injury and eventual tyre failure. Tyres
11
 with excessive cracking on the tread or sidewall(s) should be removed from service. This
is typically caused by under inflation, over loading, improper storage, and/or improper
long-term parking.
 Rotation
Tyre rotation is the practice of moving the wheels and tyres of an automobile from one
position to another, to ensure even tyre wear, which extends the useful life of a set of
tyres. Rotation is important because each tyre on a car carries a different amount of
weight, making them wear at different rates. By rotating them, you basically even out
those differences. Your owner's manual will tell you how often to rotate your tyres, but
as a rule of thumb, it should be done every 5,000 to 8,000 miles.

MAJOR TYRES BRAND OFFERED BY IGNITION AUTOMOTIVE

Company offer most major brands of tyres. These are a few of their preferred brands.

1. Apollo Tyres

Apollo Tyres Ltd is the world's 7th biggest tyre manufacturer with annual consolidated revenues
of ₹172.76 billion (US$2.46 billion) in March 2018. It was incorporated in 1972. Its first plant
commissioned in Perambra, Thrissur, Kerala, India. The company now has 4 manufacturing units
in India, one in Netherlands andone in Hungary. It has a network of nearly 5,000 dealershipsin
India, of which over 2,500 are exclusive outlets. It gets 69% of its revenues from India, 26% from
Europe and 5% from other geographies. Apollo announced its entry into the two-wheeler tyre
segment with contract manufacturing in March 2016. In November 2016, the company signed a
MoU with the Government of Andhra Pradesh to set up a new factory in Andhra Pradesh to
manufacture tyres for two-wheelers and pick-up trucks. Apollo Tyres Ltd. was incorporated on
12
28 September 1972 as a Public Limited Company and obtained certificate of Commencement of
Business on 24 October, 1972. The company was promoted by Bharat Steel Tubes, Ltd., Raunaq
International Pvt. Ltd., Raunaq & Co. Pvt. Ltd., Raunaq Singh, Mathew T. Marattukalam and
Jacob Thomas . In 1975, the company made its Initial public offer of equity shares and its first
manufacturing facility was commissioned in Perambra Plant, Thissur, Kerala, India in
1977, followed by its 2nd plant at Limda, Gujarat, India in 1991.

2. Madras Rubber Factory Limited (MRF)

Madras Rubber Factory Limited (MRF) is an Indian multinational and the largest
manufacturer of tyres in India and the fourteenth largest manufacturer in the world.

The company manufactures rubber products including tyres, treads, tubes and conveyor
belts, paints and toys. MRF also runs the MRFPace Foundation, Chennai and MRF Challenge in
motorsport. Madras Rubber Factory was started by K. M. Mammen Mappillai as a toy balloon
manufacturing unit in 1946 at Tiruvottiyur, Madras

In 1952, the company ventured into the manufacture of tread rubber. Madras Rubber Factory
limited was incorporated as a private company in November 1960 and ventured into manufacture
of tyres in partnership with Mansfield Tire & Rubber company based in Ohio, United States. The
company went public on 1 April 1961 and an office was established in Beirut, Lebanon to develop
the export market in 1964 and its current logo of the muscleman was born. In 1967, it became the
first Indian company to export tyres to USA.
13
In 1973, MRF started manufacturing Nylon tyres for the first time. The Company entered into
with a technical know-how collaboration with B.FGoodrich in 1978. The Mansfield Tire &
Rubber Co sold out its share in 1979 and the name of the company was changed to MRF Ltd in
the year. The company finalized a technical collaboration agreement with Marangoni TRS SPA,
Italy for the manufacture of pre-cured tread rubber for retreading industry. MRF tyres supplied
tyres to Maruti 800, India's first modern small car.

3. Cavi Elettrici e Affini Torino

Cavi Elettrici e Affini Torino, commonly known by the abbreviation CEAT, is the flagship
company of RPG Group. It was established in 1924 in Turin, Italy. As of date, CEAT is one of
India’s leading tyre manufacturers and has presence in global markets. CEAT produces over 165
million tyres a year and manufactures tyres for passenger cars, two-wheelers, trucks and buses,
light commercial vehicles, earth-movers, forklifts, tractors, trailers, and auto-rickshaws. The
current capacity of CEAT tyres' plants is over 800 tonnes per day.

The company was founded as Cavi Elettrici e Affini Torino (Electrical Cables and Allied
Products of Turin) by Virginio Bruni Tedeschi in 1924, in Turin, Italy. On 10 March 1958, the
company was incorporated as CEAT Tyres of India, in Mumbai. Initially, the company
collaborated with the Tata Group. In 1972, the company set up a research and development unit
at Bhandup. In 1981, Deccan Fiber Glass Limited was merged with the company.

In 1982, RPG Group acquired the company, and in 1990, the company was renamed as CEAT. In
1993, the company collaborated with Yokohama Rubber Company, to manufacture radial tyres at
their Nashik unit. In 1999, CEAT formed a joint-venture, named as CEAT Kelani, with Asia
14
Motor Works (AMW) and Kelani Tyres, to manufacture and market CEAT tyres in Sri Lanka. in
2006, CEAT Kelani commissioned their first Sri Lanka-based radial-tyre manufacturing unit
in Kalutara. In 2009, AMW exited the joint-venture.

4. TVS TYRES

TVS Srichakra Ltd., one of India’s leading two & three-wheeler tyre manufacturers. TVS Auto
Ancillary Group (Turnover of USD 6.0 billion) founded by T.V. Sundaram Iyengar, they continue
to honour the value system and the rich heritage of parent company.

Over 30 years, they leveraged expertise to ensure your every ride is as safe as it is sensible.

With state-of-the-art manufacturing units at Madurai (Tamil Nadu) and Rudrapur (Uttrakhand),
spread over 2.9 lakh sq. meters, manufacture a prolific range of tyres: * Two & Three-wheeler
tyres * Industrial pneumatic tyres * Farm and implement tyres * Skid steer tyres * Multipurpose
tyres * Floatation tyres

Being the leading choice of Original Equipment Manufacturers across India, they also supply
products to major vehicle manufacturers across country.

15
 COMPANY WHOLESALE OFFER

Take advantage of one of the biggest tyre offers in DELHI!

1. If you are a professional in the tyre business looking to buy tyres on a regular basis, they
invite you to take advantage of competitive wholesale offer for car, motorcycle and truck
tyres.
2. Your benefits as a business customer:
a. Thousands of tyres available in real time for immediate shipment, including rare
and high-end product. This is made possible thanks to a great supplier base in all
of Inida.
b. No minimum order. You can order even one tyre at a time to the dealer price.
c. All-in prices for easy comparisons. Delivery costs are already included in the tyre
price.
d. Special low prices for all orders of at least 40 items per order.
e. Pricelist based wholesale offers. In addition to all premium and economy brands,
we specialize on the budget brands CEAT Tyres, Apollo Tyres, MRF Tyres and
some others. Availability is the key: in most cases, tyres of Asian production are
really available to great prices today.
f. Top conditions for tyres of our main warehouse that include many top sellers. You
can collect from our warehouse near Chattarpur, Delhi or allow us to deliver to
you.

g. Specials that normally don't appear on our internet shops. These include old or
discontinued tyres and warehouse sell-outs to extremely low prices.

h. Tyres can be purchase on credit if we think you are our Trusted customer.

i. Different modes of payment available (cash, Master card, Visa card, Debit card,
Cheques, Credit card, Financing Available and American Express Card)

16
 T Y RE T I PS B Y I G NI T I O N AU T O MO T I VE FO R T H E

B E N E FI T O F CU S T O M E R
TYRE TI P S

Here at Ignition Automotive, they understand that your tyres are the only link between your
vehicle and the road. Make sure that you not only select the right tyres, but also regularly maintain
them to ensure they perform to their best ability. Below are top tips in relation to Tyre Pressure,
Tyre Size, Tyre Condition, Tyre Depth, Tyre Tool and Fuel Consumption:

TIP 1: TYRE PRESSURE

For complete peace of mind, Tyres should be checked every week for any sign of damage -
especially on the sidewall, tread condition, tread depth and of course, tyre pressure. Check tyre
pressure when the tyres are cold to ensure that you are documenting the correct tyre pressure.
Don’t be tempted to over-inflate them as this causes poor vehicle handling, reduced stability in
braking, cornering and reduced grip. If in doubt, call to a garage or a recognized tyre fitter for a
professional opinion. Find out exactly if your tyres are not meeting the minimum legal
requirement thus causing a danger to yourself and all other road users. Roads in Delhi have
improved no end over the last few years but there are still many roads that can take their toll on
Tyres.

TIP 2: TYRE SIZE, CONDITION AND DEPTH

Did you know that tyres not meeting the minimum legal requirement for size, condition and depth
could deem your motor insurance invalid? Yes, if you read the terms and conditions of your motor
insurance, you will find a requirement for your car to meet the minimum legal standard. It is
extremely useful to use a Tyre Size Calculator to analyze tyre size.

TIP 3: TYRE TOOLS

It does not matter for us drivers if over the course of a year we put up small miles or big miles,
always be prepared for the unexpected. You never know when you will breakdown, get a flat

17
wheel or come across another motorist in need of help. For that reason, always carry a warning
triangle, a high visibility jacket, a flash light and some basic tools.

TIP 4: FUEL CONSUMPTION

What effects fuel consumption? More to the point, what causes excessive fuel consumption?
There are many factors to take into consideration for example: incorrect tyre pressure, cold
engine, driving style, unnecessary short trips, poor car maintenance and rapid acceleration. It only
takes 5 minutes to check your tyre pressure. Avoid rapid bursts of acceleration especially when
the engine is cold and be sure to keep your car properly and professionally maintained. Small
measures but big savings.

PROCESSES AT IGNITION AUTOMOTIVE

1. Performance Management

 Transparent, online multi-level review and feedback system.

 Direct linkage to company goals to one’s own key result areas.

2. Compensation Practices

 Simple and effective compensation structure with employee friendly benefits.

 Flexi-benefit concept to aid employee in designing the compensation structure as per their
family and lifestyle needs.
 Variable pay as a part of the complete compensation; paid out quarterly based on
individual and organisational performance.

3. Hiring & Orientation

 Robust hiring process using multi channels such as social media, leading recruitment
agencies,portals.

18
  Bring Your Buddy scheme: Employees are empowered to share their acquaintances for
vacancies at Ignition Automotive.

 Orientation: A well-defined induction process for new joiners to handhold them into their
roles.
4. Career Development

 We believe in enabling that our internal talent achieves their potential through numerous
growth opportunities.

COMPETITIVE ORGANISATIONS OF IGNITION AUTOMOTIVE:

There are several Companies which are giving a hard competition to the Ignition Automotive.
The names of such Companies are as follows:

1.GMD TYRES

19
2. Continental Cross Contact LX2

3. VIKING WHOLESALE TYRES

20
 4. GENE’S

VISION, VALUES & MISSION

VISION

 To be a premier tyre company with a diversified and multinational presence. To be the

company that best understands and satisfies the product, service and customer.

A top quality tyre, incredible value for money and a customer service second to none that’s
a promise!

VALUES

Values that we observe while we work:

 Customer First
 Business Ethics
 Care for Employee

21
  Empowerment
 Communicate Openly
 One Family

MISSION
To become the most preferred supplier in the countries that we operate in, by offering top-quality,
value-for-money products, made possible through aggressive sourcing quality products and
cutting inefficiencies in value chain.

SWOT ANALYSIS

STRENGTHS
 Years of experience has sharpened company’s skills to provide unmatched product
supply options.
 Aim to Maintain the highest standards of quality, which is quite reflected from
company’s patronage.
 Dedicated workforce aiming at making a long-term career in the field.
 To provide proper service, claim settlement and finalization of deals, they visit customers
from time to time.
 Company provide Confirm and Authentic offers
 Issue to clients a proforma invoice detailing the list of products, quantities, shipping
dates, shipping terms and payment terms

WEAKNESSES
 Being in a very strong competition: Ignition automotive has a lot of competition in
market, which is very intense and does somewhere affects the good going of company.
 Customer service staff needs training which increases company’s cost.
 Product awareness in low in the market. They need more advertisement to get more
customer and build good images in the market.

22
OPPORTUNITIES
Opportunities are the places where the company has a scope for improvement which
further works for their image in the future.
 Going through a fast growth: Markets emerging at a fast rate with the growth in
the automobile industry.
 Maintaining good relations: Having a relatively good amount of tie-ups with certain
companies and maintaining a good B2B market.
 Having a lot of diversity: Possessing a diversification of concentric and horizontal type.
 Expansion in Two-Wheeler segment: Ignition automotive aims to cover more market
considering its current product range. With the growth in the 2-wheeler market, Ignition
Automotive can enhance its potential in this market.

THREATS
 Constantly increasing the price of Raw Materials: The price of essential raw materials
for manufacturing the goods like natural rubber and crude oil is constantly increasing,
both nationally and internationally.
 Availability of cheaper goods: Cheaper goods are available in market imported from
Chine. Though the quality is nowhere in comparison with quality provided by Ignition
Automotive, it has been observed that it made business to suffer some reduction in
margin.

23
 CHAPTER-2

RESEARCH OBJECTIVE AND METHODPLOGY

24
 RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study's overall validity and reliability.

Generally speaking, data analysis refers to the process of mining, inspecting, cleansing, and
modeling data in order to reveal useful insights and information that would have otherwise been
unobtainable. Most organizations that make analysis an integral part of their day-to-day
operations use the conclusions suggested by the data to make informed business decisions. For
this reason, it is imperative that the whole analysis process is done right. But, what does “right”
mean?

The whole purpose of reporting is to reveal accurate insights that can then be used to answer
pressing questions, test hypotheses, and disprove theories. If your data analysis process is faulty,
so too will your data be. Unfortunately, this process looks different for most people, and
depending on the person doing the analyzing, it can encompass a variety of techniques and
approaches.

GENERAL CLASSIFICATION OF TYPES OF RESEARCH METHODS: -

Types of research methods can be broadly classified into two categories are as Quantitative and
Qualitative categories.
Quantitative Research “describes, infers, and resolves problems using numbers. Emphasis is
placed on the collection of numerical data, the summary of those data and the drawing of
inferences from the data”.
Qualitative Research on the other hand, is based on words, feelings, emotions, sounds and other
non-numerical and unquantifiable elements. It has been noted that “information is considered
qualitative in nature if it cannot be analyzed by means of mathematical techniques.

25
 RESEARCH OBJECTIVE OF THE STUDY

Objective means the purpose for which the research has been conducted. We have to clearly
define the objective of the project to be made. This is the first and the most important part of
the Research Methodology.
The primary objective of research is to study, understand and critically analyze the Sales and
Marketing Strategies of Ignition Automotive.

The objectives are as follows:

 The primary objective of research is to study, understand and critically analyze the Sales
and Marketing Strategies of Ignition Automotive.
 To know the sales generation ideas towards business
 To know the customer’s preferences and demand related to Automobile Industry.
 To suggest Marketing method to improve customer relationship.

Research Methodology for Research Study

 Time Frame : 20-25 days

 Data approaches : Questionnaire
 Sample size : 20
 Research Design : Descriptive

RESEARCH DESIGN

Research design is a plan to answer your research question. A research method is a strategy used
to implement that plan. Research design and methods are different but closely related, because
good research design ensures that the data you obtain will help you answer your research question
more effectively.
26
CHARACTERSTICS OF THE RESEARCH DESIGN: -

Neutrality: The results projected in research design should be free from bias and neutral.
Understand opinions about the final evaluated scores and conclusion from multiple individuals
and consider those who agree with the derived results.

Reliability: If a research is conducted on a regular basis, the researcher involved expects similar
results to be calculated every time. Research design should indicate how the research questions
can be formed to ensure the standard of obtained results and this can happen only when the
research design is reliable.

Validity: There are multiple measuring tools available for research design but valid measuring
tools are those which help a researcher in gauging results according to the objective of research
and nothing else. The questionnaire developed from this research design will be then valid.

Generalization: The outcome of research design should be applicable to a population and not
just a restricted sample. Generalization is one of the key characteristics of research design.

TYPES OF RESEARCH DESIGN

A researcher must have a clear understanding of the various types of research design to select
which type of research design to implement for a study. Research design can be broadly classified
into quantitative and qualitative research design.

Qualitative Research Design: Qualitative research is implemented in cases where a relationship

between collected data and observation is established on the basis of mathematical calculations.
Theories related to a naturally existing phenomenon can be proved or disproved using
mathematical calculations. Researchers rely on qualitative research design where they are
expected to conclude “why” a particular theory exists along with “what” respondents have to say
about it.

27
Quantitative Research Design: Quantitative research is implemented in cases where it is
important for a researcher to have statistical conclusions to collect actionable insights. Numbers
provide a better perspective to make important business decisions. Quantitative research design
is important for the growth of any organization because any conclusion drawn on the basis of
numbers and analysis will only prove to be effective for the business.

Descriptive Research Design: In a descriptive research design, a researcher is solely interested

in describing the situation or case under his/her research study. It is a theory-based research
design which is created by gather, analyze and presents collected data. By implementing an in-
depth research design such as this, a researcher can provide insights into the why and how of
research.

Experimental Research Design: Experimental research design is used to establish a relationship

between the cause and effect of a situation. It is a causal research design where the effect caused
by the independent variable on the dependent variable is observed. For example, the effect of an
independent variable such as price on a dependent variable such as customer satisfaction or brand
loyalty is monitored. It is a highly practical research design method as it contributes towards
solving a problem at hand. The independent variables are manipulated to monitor the change it
has on the dependent variable. It is often used in social sciences to observe human behavior by
analyzing two groups – affect of one group on the other.

Correlational Research Design: Correlational research is a non-experimental research design

technique which helps researchers to establish a relationship between two closely connected
variables. Two different groups are required to conduct this research design method. There is no
assumption while evaluating a relationship between two different variables and statistical analysis
techniques are used to calculate the relationship between them.

Correlation between two variables is concluded using a correlation coefficient, whose value
ranges between -1 and +1. If the correlation coefficient is towards +1, it indicates a positive
relationship between the variables and -1 indicates a negative relationship between the two
variables.

28
 Diagnostic Research Design: In the diagnostic research design, a researcher is inclined towards
evaluating the root cause of a specific topic. Elements that contribute towards a troublesome
situation are evaluated in this research design method.

There are three parts of diagnostic research design:

 Inception of the issue

 Diagnosis of the issue
 Solution for the issue
Explanatory Research Design: In exploratory research design, the researcher’s ideas and
thoughts are key as it is primarily dependent on their personal inclination about a particular topic.
Explanation about unexplored aspects of a subject is provided along with details about what, how
and why related to the research questions.

SOURCES OF DATA COLLECTION

PRIMARY DATA

As the name suggests, are first-hand information collected by the surveyor. The data so collected are
pure and original and collected for a specific purpose. They have never undergone any statistical
treatment before. The collected data may be published as well. The Census is an example of primary
data.

Methods of primary data collection:

1. Personal investigation: The surveyor collects the data himself/herself. The data so collected
is reliable but is suited for small projects.

2. Collection Via Investigators: Trained investigators are employed to contact the respondents
to collect data.

3. Questionnaires: Questionnaires may be used to ask specific questions that suit the study and
get responses from the respondents. These questionnaires may be mailed as well.
29
 4. Telephonic Investigation: The collection of data is done through asking questions over the
telephone.to give quick and accurate information.

SECONDARY DATA

Secondary data are opposite to primary data. They are collected and published already (by
some organization, for instance). They can be used as a source of data and used by surveyors to
collect data from and conduct the analysis. Secondary data are impure in the sense that they have
undergone statistical treatment at least once.

Methods of secondary data collection:

1. Official publications such as the Ministry of Finance, Statistical Departments of

the government, Federal Bureaus, Agricultural Statistical boards, etc. Semi-official sources
include State Bank, Boards of Economic Enquiry, etc.

2. Data published by Chambers of Commerce and trade associations and boards.

3. Articles in the newspaper, from journals and technical publications.

SAMPLING DESIGN

Sampling design is a mathematical function that gives you the probability of any
given sample being drawn. Since sampling is the foundation of nearly every research project, the
study of sampling design is a crucial part of statistics, and is often a one or two semester course.

POPULTION

Population is a precise group of people or objects that possesses the characteristic that is
questioned in a study. To be able to clearly define the target population, the researcher must
identify all the specific qualities that are common to all the people or objects in focus.

SAMPLING UNIT

30
Sampling unit is an individual person. The term sampling unit refers to a singular
value within a sample database. Sampling units are taken from an entyre population, such as a
country, customer database or region, and put into a smaller group to form a research sample.

SAMPLE SIZE

The sample size is a term used in market research for defining the number of subjects
included in a sample size. By sample size, we understand a group of subjects that are selected
from the general population and are considered a representative of the real population for that
specific study.

SAMPLING TECHNIQUES
Simple random sampling

In this case each individual is chosen entirely by chance and each member of the population
has an equal chance, or probability, of being selected. One way of obtaining a random sample is
to give each individual in a population a number, and then use a table of random numbers to
decide which individuals to include.

Systematic sampling

Individuals are selected at regular intervals from the sampling frame. The intervals are chosen to
ensure an adequate sample size. If you need a sample size n from a population of size x, you
should select every x/nth individual for the sample. For example, if you wanted a sample size of
100 from a population of 1000, select every 1000/100 = 10th member of the sampling frame.
Stratified sampling

In this method, the population is first divided into subgroups (or strata) who all share a similar
characteristic. It is used when we might reasonably expect the measurement of interest to vary
between the different subgroups, and we want to ensure representation from all the subgroups.

Clustered sampling

31
In a clustered sample, subgroups of the population are used as the sampling unit, rather than
individuals. The population is divided into subgroups, known as clusters, which are randomly
selected to be included in the study.

Convenience sampling

Convenience sampling is perhaps the easiest method of sampling, because participants are
selected based on availability and willingness to take part. Useful results can be obtained, but the
results are prone to significant bias, because those who volunteer to take part may be different
from those who choose not to (volunteer bias), and the sample may not be representative of other
characteristics, such as age or sex. Note: volunteer bias is a risk of all non-probability sampling
methods.

Quota sampling

This method of sampling is often used by market researchers. Interviewers are given a quota of
subjects of a specified type to attempt to recruit.

Judgmental or Purposive Sampling

Also known as selective, or subjective, sampling, this technique relies on the judgment of the
researcher when choosing who to ask to participate. Researchers may implicitly thus choose a
“representative” sample to suit their needs, or specifically approach individuals with certain
characteristics.

Snowball sampling

This method is commonly used in social sciences when investigating hard-to-reach groups.
Existing subjects are asked to nominate further subjects known to them, so the sample increases
in size like a rolling snowball. For example, when carrying out a survey of risk behaviors amongst
intravenous drug users, participants may be asked to nominate other users to be interviewed.

32
 QUESTIONNAIRE DESIGN

The questions were designed in an easily understandable way with the help of Dr. Kanika
Arora so that the respondents should not have difficulty in answering them.

Questionnaires: A questionnaire consists of a set of questions presented to respondent for

their answers. It can be Closed Ended or Open Ended

Open Ended: Allows respondents to answer in their own words & are difficult to Interpret
and Tabulate.

Close Ended: Pre-specify all the possible answers & are easy to Interpret and Tabulate.

Method Used: Convenience Sampling

In this research, the population was surveyed according to the convenience to get the relevant
information.

Sample Size

The sample size was restricted to only 20 between age group of 19-30.

Sample size

The respondents who were asked to fill out questionnaires are the sampling units. These
compromise of employees, self-employed people, neighbours, family members and strangers.

Sampling Area

The area of sampling is restricted within Delhi only.

Time Frame

It took 3-4 weeks in completing this project.

I have collected data of the 20 employees to check their satisfaction level in the Ignition
Automotive the main source of data collection is Questionnaire. I have used Likert Rating Scale
of the source of collecting data from the employees. My sample size is 20 faculties of the Ignition

33
Automotive. Likert Rating Scale is a type of question which is used to check the attitude and
opinion the employees towards the organization. The analysis of the data is given below.

34
 DATA ANALYSIS

1. Since how many years have you been working with this Organization?

Options Responses Percentage

0-1 Years 9 45
1-2Years 4 20
More than 2 Years 7 35

10
9
8
7 9
6 7
5
4
3 4
2
1
0
0-1 Years 1-2 Years More than 2
Years

INTERPRETATION

 45% of employees are working in the organization past 1 years.

 20% of employees are working in the organization past 1 to 3 years.
 35% of employees are working in the organization from more than years.

35
 2. Are you Satisfied with the long-term plan of Ignition Automotive.

Options Responses Percentage

Satisfied 16 80
Neutral 0 0
Dissatisfied 4 20

Satisfied with the long term Plan

Satisfied with the long term Plan

18
16
16
14
12
12
10
8
6
4
2
0
0
SATISFIED NEUTRAL DISSATISFAIED

INTERPRETATION

In the above given data analysis, it is clearly shown that 80% of the faculties are satisfied with
the long term plans of the organization, 0% of the faculties are the neutral with the long term plan
of the organization which is very good for the company and, 20% are dissatisfied.

36
 3. Are you satisfied with the working hours at Organization?

Options Responses Percentage

Yes 18 90
No 2 10

Satisfied with the working hours

Satisfied with the working hours

20

18

16

14

12

10

0
SATISFIED DISSATISFAIED

INTERPRETATION

 90% of employees are satisfied with their working hours.

10% of employees are not satisfied with their working hours.

37
 4. There is adequate planning in Ignition Automotive

Options Responses Percentage

Yes 13 65
No 5 25
Can’t Say 2 10

ADEQUATE PLANNING
ADEQUATE PLANNING

14 13

12

10

6 5

4
2
2

0
Yes No Can't say

INTERPRETATION

In the above given pie chart, 65% of the faculties are saying that there is adequate planning of
the company, 25% of the faculties thinks that there is not adequate planning and 2% can’t say
anything.

38
 5. I am proud to work for Ignition Automotive.

Options Responses Percentage

Yes 17 75
No 4 20
Can’t Say 1 5

PROUD TO WORK WITH Ignition Automotive

PROUD TO WORK WITH Ignition Automotive

18 17
16
14
12
10
8
6
4
4
2 1
0
Yes No Can't say

INTERPRETATION

As per above given we reach at the conclusion that 17 faculties of the organization are feeling
proud to work with the organization are highly satisfied, 4 employees does not feeling proud to
work with the Ignition Automotive.

39
 6. Are you Satisfied with physical working conditions?

Options Responses Percentage

Yes 18 90
No 2 10

ARE YOU SATISFIED WITH PHYSICAL

CONDITION
ARE YOU SATISFIED WITH PHYSICAL CONDITION

20 18
18
16
14
12
10
8
6
4 3
2
0
SATISFIED DISSATISFIED

INTERPRETATION

As per above given results of the analysis, we reach at the conclusion that the physical health of
the faculties of the Ignition Automotive is good. So we may conclude that the physical
organization is taking care for its employees’ health

40
  I feel I contribute to the facility’s plan and mission.

Options Responses Percentage

Yes 15 75
No 5 25

CONTRIBUTION TO THE MISSION

CONTRIBUTION TO THE MISSION

16 15

14

12

10

6 5

0
Yes No

INTERPRETATION
As per analysis 25 faculties accepted that they contributed to the mission of the company, 5
faculties accepted that they contribute somewhat to the mission of the organization.

By the above given results, we reach at the conclusion that it becomes easy for the Ignition
Automotive to achieve their organizational goals.

41
  Do you get reward if the desired work / targets are accomplished?

Options Responses Percentage

Yes 20 100
No 0 0

Reward for the Work

Reward for the Work

25

20
20

15

10

0
0
Yes No

INTERPRETATION

 100% of employees accept that they get reward when they achieve their targets which means
company is very trust worthy.

42
  Does the organization provide medical facility for employees?

Options Responses Percentage

Yes 19 95
No 1 5

Medical Facility
Medical Facility

20 19
18
16
14
12
10
8
6
4
2 1
0
Yes No

INTERPRETATION

 95% of employees accept that the organization provide medical facility for employees and 5% of
employees denied.

43
 FINDINGS

 Self-Growth and Development: The work load for the marketing management is very
high and the compensation given the company is not sufficient as per the work given to
the employee.
 Performance Evaluation: All employee knows their work especially marketer. They
fulfill their duties and responsibilities without any problem.
 Friendly behavior: Since the company main motive is to sale of product which totally
depend on its employee. There is good relation between almost all employee which is
good for the company.

 Product quality and Service quality of Ignition Automotive is commendable: It is

very important for every organization to serve its customers so that it create a loyal
customer base who will repeatedly buy its products and carry a long time relationship
with the company as well as work as a spoken person to promote the products of the
company to peers, friends, relatives, etc. This organization is really good at its service
quality.

44
 LIMITATIONS OF THE STUDY

 Limitation to my study is that, due to less space for the work as per the business they
sometime face shorts of material which has to be supply to their customer that delay
shipment time.

 Due to large variety of tyres size it is difficult for the marketers to have full knowledge
related to every Car’s tyres size and price for the same.

 With the increase in the imports of china material the margin has been reduce this is
because people is not searching for quality but searching for lowest price product.

 And secondly, Keeping the US China Trade war in mind, every company in World are
affected due to it.

 Sometime when the marketers fail to collect KYC from the customer, they write wrong
information which later becomes burden on the company.

45
 CONCLUSIONS OF STUDY

The tyre industry has been playing vital role in contributing industrial production. I found that
the major factors affecting the performance of the tyre industry are the fluctuation in fuel prices,
natural rubber prices and import duty on rubber. The permanent reduction in rubber import duties
is required to ensure long term health of the Indian tyre industry as price volatility of key raw
materials could return and clearly, there are limits to how as much of such cost escalations can
be passed on to the end customers, especially to OEMs and institutional buyers, who are
extremely price sensitive. The main thing which I see is that the demand for tyres depends upon
many external factors like economic growth and infrastructure development in the country. The
tyre industry is also directly affected by the performance of the vehicle manufacturing sector
which in turn is dependent on the overall economic growth. Maintaining continued edge in
technology through innovation and creativity in R&D has been the focused area at tyre industry
in India. The concept of „green tyres‟ becomes a paradigm of the country’s competitive edge.
Technologies like self-inflation by Goodyear and run flat tyre (RFT) by Bridgestone are pave the
way in Indian market. In a month of doing intern I saw that Tubeless tyres gain ground in Indian
market as almost all the automobile industry launches their vehicles with tubeless tyres.
Reduction in excise duty and imposing ban on import would encourage their survival.
Government should encourage export of tyres. Among the performance of the several tyre
companies I think MRF is the best tyre manufacturing company right now.

Hence, I can conclude that there is a good scope in marketing since we get lot of information
about the product by doing research and it helps in self-development since we have to directly
contact with the customer. I would like to choose this industry for my future career advancement.

46
 SUGGESTIONS AND RECOMMENDATIONS

As per my point of view there are Some suggestions that I want to give Ignition Automotive

1. Expansion should be governed by ''quality, not quantity”. Since there are lot of Chinese
product in the market which has been selling to customer at low prices. The company should not
engage in selling those low quality of product to increase their Profit margins.
2. Provide sufficient training to Marketers: I found that there are employees which were facing
problems while communicating to customer. i.e. low level of confidence they were not able to
handle some arrogant customers.
3. Increase working Space and stock Space: Company is facing shortage of land for the storage
of material also there is less space for the employee working area.
4. Participation in decision making: Only the Senior manager is taking decision in selecting the
targeted area for a particular date no other marketers where participating in decision making
process.
5. Provide full knowledge to the Marketers: Since there are lot of car’s tyres and size sometime
employee get confused which makes customer dissatisfied. So, the employee must be well
knowledgeable related to product he is selling.
6. Keep tracking the Marketers: While working with the other employees I found that many times
they just keep wasting their time without doing anything. They sometimes go where they want
just to enjoy. So, they must be track using live location with the help of google map.
7. Commission should be provided: Commission should be given the employee for the generation
of sales so that they will get motivated for the future sale and which can directly lead to increase
in the sales of the company.

47
 BIBLIOGRAPHY

2. Subject Guides: Research Guide: Data analysis and findings. (n.d.). Retrieved from
a. http://up-za.libguides.com/c.php?g=485435&p=4425510.

3. https://www.justdial.com/Delhi/Ignition-Automotive-Opposite-Chattarpur-Metro-Station-
Chattarpur/011PXX11-XX11-180618120209-E5H7_BZDET

4. Data analysis. (from https://en.investopedia.org/investo/Data_analysis.

5. Bhasin, H., & Saha, G. (2018, May 4). Different types of marketing research and when
to use them. Retrieved from https://www.marketing91.com/different-types-of-
marketing-research/.

6. Prospectus of the Ignition automotive

7. Open discussion with the Owner Mr. Arshad Ansari

48
49