MINOR PROJECT REPORT

On

Tata Salt:- The Best or Nothing

Submitted in partial fulfillment for the

Award of the
Degree of B.Com (H) 2019-2022

Under the Guidance of:- Submitted By:-

Name:-Ms. Anshika Goel Name:-Rahul Velacha

Designation:-Assistant Professor University Roll No.:-04512388819

Delhi Institute Of Advanced Studies (14, Bold)

Plot No. 6, Sector-25, Rohini, Delhi-110085
(NAAC Accredited ‘A’ Grade Institute)
(Approved by AICTE & Affiliated with GGSIP University for B. Com(H), BBA, MBA & MCA Programmes)
(An ISO 9001:2015 Certified Institution)

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 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the minor project titled “Tata Salt:- The Best or Nothing” is an academic

work done by “RAHUL VELACHA” submitted in the partial fulfillment of the requirement for

the award of the degree of B.Com (H) at Delhi Institute of Advanced Studies, Delhi, under my

guidance & direction.

To the best of my knowledge and belief the data & information presented by him/her in the project

has not been submitted earlier.

Signature :

Name of the Guide : Ms. Anshika Goel

Designation : Assistant Professor

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 ACKNOWLEDGEMENT

I really feel great pleasure to express my deep sense of gratitude to my esteemed training supervisor
MS. ANSHIKA GOEL for their learned gracious and scholarly guidance coupled with genuine and
constructive criticisms during the course of research proved instrumental and enabled me to complete
the reposts. In fact, their interest untiring and ever-willing help, sympathy and meticulous and talented
guidance have been much greater than what I deserve.

I take this opportunity to thank all the persons, for patiently answering the questionnaire.

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 STUDENT DECLARATION

This is to certify that I have completed the Minor Project report title “Tata Salt:- The Best or

Nothing” under the guidance of “(name of the guide)” in partial fulfillment of the requirement
for the award of Degree of B.Com (H) at Delhi Institute of Advanced Studies, Delhi. This is an

original piece of work & I have not submitted it earlier elsewhere.

Date: 29th April, 2019 Signature:

Place: NEW DELHI Name: RAHUL VELACHA

University Enrollment No.: 04512388819.

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 TABLE OF CONTENTS

CONTENTS: PAGE NO.

CHAPTER 1Introduction to the Company & Industry

 Introduction To The Automobile Industry
 Company’s Profile 6- 15
 History
 Logo History
 Market share
 List Of Models
 Car Nomenclature

CHAPTER 2 Introduction to the topic

 Background
 Feedback
 SWOT Analysis 16-27
 Top Competitors Of Mercedes Benz
 Quality Rankings
 Environmental Records
 Innovations

Chapter 3 Research Methodology

 Meaning of Research
 Research Objective 28-29
 Research Methodology
 Methods of Data Collection
 Limitations of Research

Chapter 4 Observations & Conclusion

 Questionnaire
 Conclusion 30-39
 Suggestions

Bibliography 40
Annexure 41-43

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INTRODUCTION TO THE AUTOMOBILE INDUSTRY

In 1897, the first car ran on an Indian road. Through the 1930s, cars were imports only, and in small
numbers.An embryonic automotive industry emerged in India in the 1940s. Hindustan Motors was
launched in 1942, long-time competitor Premier in 1944, building Chrysler, Dodge, and Fiat products
respectively.  Following independence in 1947, the Government of India and the private sector
launched efforts to create an automotive-component manufacturing industry to supply to the
automobile industry.
Driving the most luxurious car has been made possible by the stiff competition in the automobile
industry in India, with overseas players gathering the same momentum as the domestic
participants. The Indian auto industry became the 4th largest in the world with sales increasing 9.5 per
cent year-on-year to 4.02 million units (excluding two wheelers) in 2017. It was the 7th largest
manufacturer of commercial vehicles in 2017. Premium motorbike sales in India crossed one million
units in FY18.

India is also a prominent auto exporter and has strong export growth expectations for the near future.
Automobile exports grew 20.78 per cent during April-November 2018. It is expected to grow at a
CAGR of 3.05 per cent during 2016-2026. In addition, several initiatives by the Government of India
and the major automobile players in the Indian market are expected to make India a leader in the two-
wheeler and four wheeler market in the world by 2020.
.

Some of the recent/planned investments and developments in the automobile sector in India are as
follows:

 Ashok Leyland has planned a capital expenditure of Rs 1,000 crore (US$ 155.20 million) to
launch 20-25 new models across various commercial vehicle categories in 2018-19.
 Hyundai is planning to invest US$ 1 billion in India by 2020. SAIC Motor has also announced
to invest US$ 310 million in India.
 Mercedes Benz has increased the manufacturing capacity of its Chakan Plant to 20,000 units
per year, highest for any luxury car manufacturing in India.
 As of October 2018, Honda Motors Company is planning to set up its third factory in India for
launching hybrid and electric vehicles with the cost of Rs 9,200 crore (US$ 1.31 billion), its
largest investment in India so far.

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COMPANY’SPROFILE

Mercedes-Benz is a German global automobile marque and a division of Daimler AG. The brand is
known for luxury vehicles, buses, coaches, and trucks. The headquarters is in Stuttgart, Baden-
Württemberg. The name first appeared in 1926 under Daimler-Benz. In 2018, Mercedes-Benz was the
biggest selling premium vehicle brand in the world, having sold 2.31 million passenger cars.
Mercedes-Benz traces its origins to Daimler-Motoren-Gesellschaft's 1901 Mercedes and Karl Benz's
1886 Benz Patent-Motorwagen, which is widely regarded as the first gasoline-powered automobile.
The slogan for the brand is "the best or nothing".
Mercedes-AMG became a majority owned division of Mercedes-Benz in 1999.The company was
integrated into DaimlerChrysler in 1999, and became Mercedes-Benz AMG beginning on 1 January
1999.
Mercedes-Benz is a brand that is well recognized around the world and it was rated among the top ten
most recognizable brands in the world by “Business Week Magazine”

HISTORY
Mercedes-Benz traces its origins to Karl Benz's creation of the first petrol-powered car, the Benz
Patent Motorwagen, financed by Bertha Benz and patented in January 1886, and Gottlieb Daimler and
engineer Wilhelm Maybach's conversion of a stagecoach by the addition of a petrol engine later that
year. The Mercedes automobile was first marketed in 1901 by Daimler-Motoren-Gesellschaft
(Daimler Motors Corporation). The first Mercedes-Benz brand name vehicles were produced in 1926,
following the merger of Karl Benz's and Gottlieb Daimler's companies into the Daimler-Benz
company on 28 June of the same year. In 1901, the name "Mercedes" was registered by Daimler-
Motoren-Gesellschaft (DMG) worldwide as a protected trademark. The first Mercedes-Benz brand
name vehicles were produced in 1926, following the merger of Karl Benz's and Gottlieb Daimler's
companies into the Daimler-Benz company on 28 June of the same year.
Throughout the 1930s, Mercedes-Benz produced the 770 model, a car that was popular during
Germany's Nazi period. 

Logo history

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In June 1909, Daimler-Motoren-Gesellschaft (DMG) registered both a three-pointed and a four-
pointed star as trademarks, but only the three-pointed star was used. To DMG, the star symbolized
Gottlieb Daimler's aims for universal motorization: on land, water and in the air.

1902–1909
 

1909–1916
 

1916–1926
 

1926–current
 

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 

1980–current
 

1990–current

INTERNATIONAL SALE PROFILE

Mercedes-Benz posts new record of more than 1.18 million cars sold in first half-year of 2018:-

 Best half-year in the companies’ history: 1,188,832 cars sold (+3.9%)

 Strongest quarter of all time (594,528 units, +1.9%)

 More than 200,000 vehicles were delivered to customers worldwide in June alone (-2.6%)

 China continues as largest individual market with over 340,000 units sold since the beginning
of the year (+16.2%)

 Mercedes-Benz defends its market leadership in major markets Germany and the USA in the
first six months of the year

 Best half-year sales of all time for E-Class Saloon and Estate

Stuttgart, Germany, July 6, 2018 – Mercedes-Benz can look back on the strongest-selling quarter in
the companies’ history. From April to June, 594,528 customers received their new Mercedes-Benz
(+1.9%). Thus, Mercedes-Benz sold more vehicles than ever before in a half-year. Since the beginning

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of the year, 1,188,832 cars with the three-pointed star were delivered to customers all over the world.
Unit sales were thus 3.9% higher than in the previous highest first half-year in 2017. In the first six
months, Mercedes-Benz was the premium brand with the most new registrations in several markets,
including Germany, France, Switzerland, Portugal, South Korea, Australia, the USA and Canada.

With 203,783 vehicles sold, June was the month with the second highest sales since the beginning of
the year (-2.6%). Figures of last month were affected amongst other things by a fire at a US supplier.
This meant a significant lower production of the SUVs for the world market at the Mercedes-Benz
plant in Tuscaloosa and sales were less than planned.

January 08, 2019 - Mercedes-Benz posts eighth consecutive record year and maintains number 1 position in
the premium segment

 Last year, Mercedes-Benz sold more than 2.3 million cars worldwide (+0.9%), making 2018
the most successful year in terms of sales in the company’s history.

 The passenger car division of Daimler AG sold a total of more than 2.4 million Mercedes-Benz
and smart vehicles last year (+0.6%).

 Mercedes-Benz is the best-selling premium brand in the automotive industry for the third time
in succession.

 Despite challenges for the entire industry, 2018 was the eighth consecutive record year for
Mercedes-Benz.

 Mercedes-Benz completed its strongest-selling year along with the best quarter in the
company’s history and a new sales record for December.

 The best full-year unit sales of all time were achieved in the Asia-Pacific region.

 With an increase of more than 11%, China was once again the market with the strongest
growth in absolute terms and the biggest individual market for Mercedes-Benz.

Stuttgart, Germany – Mercedes-Benz continues to be the leading premium automobile brand in terms
of unit sales. In a challenging year, the company with the three-pointed star increased its global car
sales to 2,310,185 units in 2018, its eighth consecutive record year (+0.9%), making Mercedes-Benz
the best-selling premium brand in the automotive industry for the third time in succession. The new
sales record in the car division of Daimler AG was driven in particular by the success of Mercedes-
Benz in the Asia-Pacific region and its core Chinese market there. Worldwide, models including the
SUVs and the E-Class Saloon and Estate were able to generate significant sales impetus in 2018.

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During January-September 2018, BMW registered a growth of 11 per cent year-on-year in its sales in
India at 7,915 units. Mercedes Benz ranked first in sales satisfaction in the luxury vehicles
segment according to J D Power 2018 India sales satisfaction index (luxury).

MERCEDES BENZ UNIT SALE BY MODEL

Sales of the S-Class Saloon increased by 27.5% to 43,106 units in the first half of the year. Growth in
sales of the luxury model was particularly strong in the flagship’s biggest markets – China, the USA,
South Korea and Germany. The Mercedes-Maybach S-Class Saloon set a new record in the first half
of the year. Since its market launch, more than 30,000 units have now been handed over to customers.

The demand for the E-Class Saloon and Estate is higher than ever before. Since the beginning of the
year, sales increased to the new record number of 182,135 units (+0.1%). The long-wheelbase version
of the E-Class Saloon was especially popular in the first half-year; just like the long-wheelbase version
of the C-Class Saloon, it posted very strong growth and a new sales record.

In Europe, Mercedes-Benz sold 476,790 cars in the first half of the year (-1.5%), which is slightly less
than in the previous, so far best, first half-year in 2017. Approximately one third of those cars were
sold in Germany, where more than 150,000 customers were able to receive their new Mercedes-Benz
(-0.2%). In France, Spain, Sweden, Poland and Denmark, more cars with the three-pointed star were
sold than ever before in the first six months of a year.

Mercedes-Benz completed the first half of the year in the Asia-Pacific region with new best-ever sales,
which increased by a double-digit 12.5% to 493,358 units. The biggest contribution to this growth
came from China, where 340,164 cars with the three-pointed star were sold in the first six months, an
increase of 16.2%. More cars of Mercedes-Benz than ever before in the first half-year were also sold
in the markets of South Korea, Japan, India, Thailand and Malaysia.

Strong Mercedes-Benz Sales in China in 2018

The number of 943,473 Mercedes-Benz passenger cars delivered to customers in the Asia-Pacific sales

region was higher than ever before in one year (+7.8%). China was once again the company’s biggest
sales market – not only in the Asia-Pacific region, but worldwide. Last year, 652,996 cars with the
three-pointed star were handed over to customers. The strategy of “Made in China, for China”
therefore helped Mercedes-Benz to achieve another sales record in 2018 with an increase of 11.1%.
And together with the models sold of the smart brand, the car division of Daimler AG was the first
premium manufacturer to pass the milestone of 600,000 cars delivered in China in one year – a
milestone already reached in November.

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Mercedes-Benz Sales in Europe in 2018

In the Europe region, a total of 933,697 passenger cars were delivered to customers in 2018 (-2.3%).
SUVs, the S-Class Saloon and the new A-Class recorded the highest growth. In Germany, 303,862
cars with the three-pointed star were sold in the past twelve months (+0.1%), thus secured market
leadership for Mercedes-Benz in the premium segment of its domestic market once again in 2018. The
double-digit growth of the new A-Class contributed to this in recent months.

Mercedes-Benz set new sales records in many European markets, including Spain, Switzerland,
Sweden, Poland, Denmark and Hungary.

KEY FACTS ABOUT MERCEDES BENZ

Type Brand

Industry Automotive

 Benz & Cie.

Predecessor
(1883–1926)
 Daimler-Motoren-Gesellschaft
(1890–1926)

Founded 28 June 1926; 92 years ago

Founders  Karl Benz

 Gottlieb Daimler

Headquarters Stuttgart
,
Germany

Area served Worldwide

Key people Dieter Zetsche, Head of Mercedes-Benz Cars

Products  Automobiles
 Trucks
 Buses
 Internal combustion engines
 Luxury vehicles

Services  Financial services

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  Automobile repair

Parent Daimler AG

Divisions  Mercedes-AMG
 Mercedes-Maybach

MARKET SHARE
 Mercedes-Benz India in 2018 continued its market leadership position in the luxury car
segment for the fourth year in a row by selling 15,538 units as compared to 15,330 units
sold in 2017, up 1.4%. Growth was maintained despite strong macro-economic headwinds
witnessed in the second half.
 Improvement was seen across segments from the New Generation Cars, sedans, the SUVs
and the AMG, the company said.
 In the luxury car segment that generated total sales of 40,340 units in India, Mercedes-
Benz India was able to corner a market share of 40%.
 Martin Schwenk, managing director & CEO, Mercedes-Benz India said, “2019 is going to
be an important year for Mercedes-Benz India, as we reach the milestone of ‘25 years of
Mercedes-Benz in India.”

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LIST OF MODELS
Mercedes-Benz offers a full range of passenger, light commercial and heavy commercial
equipment. Vehicles are manufactured in multiple countries worldwide.
The Smartmarque of city cars are also produced by Daimler AG.

 A-Class – Subcompact luxury Hatchback / Sedan/Saloon

 B-Class – Subcompact luxury Multi Purpose Vehicle (MPV)
 C-Class – Compact executive Sedan/Saloon, Estate, Coupé and Cabriolet
 CLA – Subcompact luxury 4 Door Coupé and Estate
 CLS – Mid-size luxury 4 Door Coupé and Estate
 E-Class – Executive Sedan/Saloon, Estate, Coupé and Cabriolet
 G-Class – Mid-size luxury Sports Utility Vehicle (SUV)
 GLA – Subcompact luxury Sports Utility Vehicle (SUV)
 GLC – Compact luxury Sports Utility Vehicle (SUV)
 GLE – Mid-size luxury Sports Utility Vehicle (SUV)
 GLS – Full-size luxury Sports Utility Vehicle (SUV)
 R-Class - Full-size luxury Sports Utility Vehicle/Multi-Purpose Vehicle (SUV/MPV)
 S-Class – Full-size luxury Sedan/Saloon, Coupé & Cabriolet
 SL – Grand Tourer
 SLC – Roadster
 V-Class – Multi Purpose Vehicle (MPV)/ Van
 AMG GT – Sports car
 X-Class - Luxury Pickup Truck

Vans

Mercedes-Benz produces a range of vans; Citan, Vito, Sprinter and X-Class.

Trucks

Mercedes-Benz Trucks is now part of the Daimler Trucks division, and includes companies that
were part of the DaimlerChrysler merger. Gottlieb Daimler sold the world's first truck in
1886.The first factory to be built outside Germany after WWII was in Argentina. It originally
built trucks, many of which were modified independently to buses, popularly named Colectivo.
Today, it builds buses, trucks, the Vito and the Sprinter van.

Buses

Mercedes-Benz produces a wide range of buses and coaches, mainly for Europe and Asia. The first model was
produced by Karl Benz in 1895.

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CAR NOMENCLATURE
Until 1994, Mercedes-Benz utilized an alphanumeric system for categorizing their vehicles,
consisting of a number sequence approximately equal to the engine's displacement in liters
multiplied by 100, followed by an arrangement of alphabetical suffixes, indicating body style
and engine type.

 "C" indicates a coupe or cabriolet body style (for example, the CL and CLK models,
though the C-Class is an exception, since it is also available as a sedan or station wagon).
 "D" indicates the vehicle is equipped with a diesel engine.
 "E" (for "Einspritzung") indicates the vehicle's engine is equipped with a petrol fuel
injection. Also used for electric models and plug-in hybrids.
 "G" was originally used for the Geländewagen off-road vehicle, but is now applied to
Mercedes SUVs in general (G, GLA, GLC, GLE and GLS).
 "K" was used in the 1930s, indicating a supercharger ("Kompressor") equipped engine.
Two exceptions : the SSK and CLK, where K indicates "Kurz" (short-wheelbase) (though
the SSK had a supercharger).
 "L" indicates "Leicht" (lightweight) for sporting models, and "Lang" (long-wheelbase)
for sedan models.
 "R" indicates "Rennen" (racing), used for racing cars (for example, the 300SLR).
 "S" Sonderklasse "Special class" for flagship models, including the S-Class, and the SL-
Class, SLR McLaren and SLS sports cars.
 "T" indicates "Touring" and an estate (or station wagon) body style.

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INTRODUCTION TO THE TOPIC

MERCEDES BENZ: - CUSTOMER SATISFACTION AND SERVCICES

Background

We are now living in a society where the demands on business are so much greater than ever
before. No business, unless it is a state monopoly, can stay in business without satisfied
customers. As people who cannot live without eating, corporations cannot continue to exist
without satisfying their customers. Moreover, due to the fact that customer expectations are
continuously increasing, corporations are now required to go outside of their main need of
satisfying the customers, to exceed their expectations. Corporations therefore decided to focus
more on customer loyalty in the long term business rather than just focusing customer
satisfaction in the short term.

Although corporations understand the value of keeping customers loyal, no one knows how to do
it. Corporations measure customer satisfaction, and hope that if the satisfaction scores are good,
the customers will stay with the firm. But the truth is that even satisfied customers leave for the
attractive offer from competitors. The concept customer loyalty can be defined and measured in
a number of ways. In a business context, loyalty can be described as customer commitment to do
business with a particular corporation and purchasing their goods and services repeatedly.
Nowadays driving an automobile is one of the most important demands for us whether to show
image or as a useful instrument. Lots of types of automobile are now moving in the streets of the
world and lots of people are driving them.

FEEDBACK

The term ‘feedback’ is used to describe the helpful information or criticism about prior action or
behavior from an individual, communicated to another individual (or a group) who can use that
information to adjust and improve current and future actions and behaviors.

Feedback occurs when an environment reacts to an action or behavior. For example, ‘customer
feedback’ is the buyers’ reaction to a company’s products, services, or policies; and ’employee
performance feedback’ is the employees’ reaction to feedback from their manager – the
exchange of information involves both performance expected and performance exhibited.
Effective feedback, both positive and negative, is very helpful. Feedback is valuable information
that will be used to make important decisions. Top performing companies are top performing
companies because they consistently search for ways to make their best even better. For top
performing companies ‘continuous improvement’ is not just a showy catchphrase. It’s a true
focus based on feedback from across the entire organization – customers, clients, employees,
suppliers, vendors, and stakeholders.

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 SWOT ANALYSIS OF MERCEDES BENZ

Mercedes Benz

Parent Company Daimler

Category Sedans, SUV’s

Sector Automobiles

Tagline/ Slogan The best or nothing

USP Mercedes is the global top-of-the-mind premium automobile brand

Mercedes Benz STP

Segment Luxury automobile segment including sedans & SUV’s

Target Group Business professional form the higher income group

Positioning Mercedes Benz is the best premium car in the world

Product Portfolio

1. Mercedes Benz C Class        2. Mercedes Benz E Class

3. Mercedes Benz GL Class      4. Mercedes Benz M Class
5. Mercedes Benz S Class        6. Mercedes Benz SL Class
Brands 7. Mercedes Benz SLK Class

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 Mercedes SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis

of Mercedes Benz. Strengths are:
1. Mercedes Benz has a strong brand value and global leader in premium cars
2. Mercedes is a financially strong company and hence invests huge money in
manufacturing & brand building
3. Leader in innovation i.e. 1st to introduce diesel engines, fuel injection and anti
locking brakes
4. More than $12bn allocated for R&D
5. Strong presence in motor sport under McLaren Mercedes
6. Manufactured and assembled in over 20 countries across the world
7. Mercedes holds patents on the majority of safety features
8. The company has a significant presence in sports & motorsports through
sponsorships & participation respectively
9. Mercedes is a pioneer in advertising and marketing &createsbrand awareness
through TVCs, print media, OOH and online ads
10. The company is a leader in innovation and is responsible for internal
Strengths combustion engine, air bags etc

Here are the weaknesses of Mercedes Benz :

1. Intense competition means limited market share growth for Mercedes
2. Being a global car brand, even minute issues are blown out of proportion,
Weaknesses which affect the brand adversely

Following are the Opportunities of Mercedes Benz :

1. Mercedes can focus on developing hybrid cars and fuel efficient cars for the
future
2. Tapping emerging markets across the world and building a global brand
3. Fast growing luxury automobile market & increased income can be an
opportunity for Mercedes Benz
Opportunities 4. The brand's strong presence can be leveraged to acquire more customers

The threats of Mercedes Benz are as mentioned :

1. Government policies for the automobile sector across the world can cause
business losses for Mercedes
2. Ever increasing fuel prices
Threats 3. Intense competition from global automobile brands

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 TOP MERCEDES COMPETITORS:-

1) AUDI

Audi

Parent Company Audi (Volkswagen Group)

Category Super mini, SUV, Sedan, Sports Car

Sector Automobiles

Tagline/ Slogan Advancement through technology; Progress through technology

Wide range of luxurious and comfortable cars delivering excellent engine

USP performance

Audi is a German international company which designs, produces, markets, engineers, and

distributes luxury vehicles. It is a member of Volkswagen Group. It has about nine production
units worldwide. The company is famous for manufacturing sophisticated designed engineered
cars. The company has its operations through Automotive and Motorcycles segments. It deals
with finest supercars, SUVs, automobiles, and sporty motorcycles.

The company also sells vehicles of Volkswagen Group and provides accessories, engines,
machinery tools, and various other technical articles. The company has its operations through
Automotive and Motorcycles segments. It deals with finest supercars, SUVs, automobiles, and
sporty motorcycles. It has many series of car models that range from premium to super premium
to ultra-premium.

2) BMW

BMW

Parent Company BMW Group

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Category Luxury Sedan, SUV

Sector Automobiles

Tagline/ Slogan Ultimate Driving machine; Sheer Driving Pleasure

BMW is technologically advanced and luxurious product portfolio delivering

USP ultimate driving experience

BayerischeMotoren Werke (BMW) is a multinational company that is headquartered in Munich,

Germany which produces motorcycles and automobiles. It has its production across the globe. It
is considered as twelfth in the world for motor vehicle production. Automobiles manufactured by
BMW are known by the brand BMW M for their performance models and BMW I for their
electric cars. Motorcycles are known by the brand BMW Motorrad. BMW brand focuses on
continuous process improvement and technological advancement for their products. This brand is
known worldwide for their reliability, quality, design, and great customer service.

3) PORCHE

Porsche Automobile Holding SE

Parent Company Porsche Automobile Holding SE

Category Sports Car, SUV

Sector Automobiles

Tagline/ Slogan There is no substitute

Porsche is an extremely luxurious & powerful sports car with high reputation in
USP the market

Also regarded as a top Mercedes competitor, Porsche is a German automobile manufacturing

company. It is famous for sports car, SUVs and sedans. It was established in the year 1931 by
Ferdinand Porsche.

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 The models of Porsche include sports car and Boxster roadster. It also has manufactured high-
performance luxury Sedan with the name Porsche Panamera. Porsche has been acknowledged
through the world and has created its images as a brand very strong. It is known for its legacy
sports and luxury cars along with the automotive representation.

4) FERRARI

Ferrari

Parent Company Fiat

Category Sports Car

Sector Automobiles

Ferrari, the car for illuminati;  Everything we do is driven by Ferrari; We Are

Tagline/ Slogan The Competition

Ferrari is the best in class sports cars having superior engines and latest
USP technology

An Italian luxury sports car, Ferrari was founded in the year 1939. The company is well-known
for its continued contribution in racing and has produced the highest number of winning
drivers.These cars are a symbol of luxury, speed, and wealth. These cars are manufactured and
are unique in their design, performance, and driving.

The company participated in the 900th Grand Prix during the August 2015 and remains the only
constructor to have taken part in every single edition of the Formula 1 World Championship ever
since its launch.   Innovations and technology are the main drivers in the manufacturing of
various cars. These cars are looked upon as a status symbol. 

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 5) ASTON MARTIN

Aston Martin

Parent Company Aston Martin

Category Sports Car

Sector Automobiles

Tagline/ Slogan Power, Beauty & Soul

USP Aston Martin offers ultimate luxury and powerful performance

A British manufacturer of luxury sports cars, Aston Martin Lagonda Limited was founded in the
year 1913 by Lionel Martin and Robert Bamford. This car has been regarded as a British cultural
icon. They make sure that every car they manufacture is powerful, perfect and desired by
everyone.

Most people desire an Aston Martin because of its performance and build quality. It designs and

manufactures high-performance automobiles. The Company offers various products like coupes,
luxury sports, roadsters, convertibles, and commuter cars, along with the parts, and maintenance
services. Aston Martin has a strong manufacturing and designing team.They make sure that
every car they manufacture is powerful, perfect and desired by everyone. Most people desire an
Aston Martin because of its performance and build quality. Due to their customer base and
various products, Aston Martin is considered as one of the top Mercedes competitors.

6) VOLVO

Volvo

Parent Company AB Volvo

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 Category Sedan, SUV

Sector Automobiles

Tagline/ Slogan Volvo. For life

Volvo is a manufacturer of cars reputed for their safety standards and classic
USP style quotient

Volvo is a global manufacturing company that is based out in Sweden. Established in the
year 1927, Volvo produces and markets buses, sedans, sport utility vehicles, industrial
engines, marine, and construction equipment.

Volvo cars have approximately 2,300 dealers and their products are sold across the globe.
They make use of quality materials to create cars that give great durability and quality to
the cars. Volvo has varied portfolio and hence it is well balanced for its incomes and
provides end-to-end solutions. 

7) VOLKWAGEN

Volkswagen

Parent Company Volkswagen Group

Category Sedan, Hatchback, SUV

Sector Automobiles

Tagline/ Slogan Das Auto

Volkswagen is a German automobile giant having wide reach due to early

USP foundations

Page | 23
 Volkswagen AG, known internationally as the Volkswagen Group, is a German
multinational automotive manufacturing company headquartered in Wolfsburg, Lower
Saxony, Germany and indirectly majority owned by the Austrian Porsche-Piëch family.
Volkswagen is one of the world's largest automobile manufacturers. Volkswagen
translated in German means "people’s car". The company's current
international advertising slogan is just "Volkswagen", referencing the name's meaning.

The group's main market is in China, which delivers 40% of its sales and profits. In 2018,
the Volkswagen Group set an all-time record with 10.83 million vehicles delivered
throughout the world, 0.9 percent more than in 2017. 

8) JAGUAR

Jaguar

Parent Company Tata Motors

Category Premium Luxury Cars

Sector Automobiles

Born to perform; Unleash a Jaguar; Don't dream it. Drive it; Jaguar-The art
Tagline/ Slogan of performance; Grace. Space. Pace.

USP Jaguar is a premium luxury car with sport features and high performance

Jaguar is a luxury vehicle brand of Jaguar Land Rover. It is a British multinational car
manufacturer that is headquartered in England. It manufacturers ultra-premium cars
which are luxurious and technology oriented. These cars cost a lot and were bought
over by Tata Motors.

The designers and engineers at Jaguar Company develop a mixture of reactive

performance that gets the pulse racing, an intense design that makes people stop and
stare. Jaguar cars are a display of their passion.

Page | 24
Jaguar is a popular car and the company has managed to stay away from scandals and
have created a positive brand image among the customers. It is ranked 55 in the ranking
of auto 100 during the year 2016. 

QUALITY RANKINGS
Since its inception, Mercedes-Benz has maintained a reputation for its quality and durability.
Objective measures looking at passenger vehicles, such as J. D. Power surveys, demonstrated a
downturn in reputation in these criteria in the late 1990s and early 2000s. In J. D. Power's Initial
Quality Study for the first quarter of 2007, Mercedes showed dramatic improvement by climbing
from 25th to 5th place and earning several awards for its models. For 2008, Mercedes-Benz's
initial quality rating improved by yet another mark, to fourth place. On top of this accolade, it
also received the Platinum Plant Quality Award for its Mercedes’ Sindelfingen, Germany
assembly plant. J. D. Power's 2011 US Initial Quality and Vehicle Dependability Studies both
ranked Mercedes-Benz vehicles above average in build quality and reliability. 

ENVIRONMENTAL RECORDS
Mercedes-Benz has developed multi concept cars with alternative propulsion, such as hybrid-
electric, fully electric, and fuel-cell power trains. At the 2007 Frankfurt motor show, Mercedes-
Benz showed seven hybrid models, including the F700 concept car, powered by a hybrid-electric
drive train featuring the DiesOtto engine. In 2009, Mercedes-Benz displayed three Blue
ZERO concepts at the North American International Auto Show. Each car features a different
power train - battery-electric, fuel-cell electric and gasoline-electric hybrid. In the same year,
Mercedes also showed the Vision S500 PHEV concept with a 19 miles (31 km) all-electric
range and CO2 emissions of 74 grams/km in the New European Driving Cycle.
Since 2002, Mercedes-Benz has developed the F-Cell fuel cell vehicle. The current version,
based on the B-Class, has a 250-mile range and is available for lease, with volume production
scheduled to begin in 2014. Mercedes has also announced the SLS AMG E-Cell, a fully electric
version of the SLS sports car, with deliveries expected in 2013. The Mercedes-Benz S400
BlueHYBRIDwas launched in 2009, and is the first production automotive hybrid in the world to
use a lithium-ion battery.

Page | 25
INNOVATIONS
Numerous technological innovations have been introduced on Mercedes-Benz automobiles
throughout the many years of their production, including:

 The internal combustion engine automobile was developed independently by Benz and

Daimler & Maybach in 1886
 Daimler invented the honeycomb radiator of the type still used on all water-cooled
vehicles today
 Daimler invented the float carburetor which was used until replaced by fuel injection
 The "drop chassis" – the car originally designated the "Mercedes" by Daimler was also
the first car with a modern configuration, having the carriage lowered and set between the
front and rear wheels, with a front engine and powered rear wheels. All earlier cars were
"horseless carriages", which had high centres of gravity and various engine/drive-train
configurations
 The first passenger road car to have brakes on all four wheels (1924)[90]
 In 1936, the Mercedes-Benz 260 D was the first diesel-powered passenger car.
 Mercedes-Benz were the first to offer direct fuel injection on the Mercedes-Benz
300SL Gullwing.
 The "safety cage" or "safety cell" construction with front and rear crumple zones was first
developed by Mercedes-Benz in 1951. This is considered by many as the most important
innovation in automobile construction from a safety standpoint. [verification needed]
 an Anti-Lock Brake system (ABS) was first offered on the W116 450SEL 6.9. They
became standard on the W126 S-Class starting production in 1979 and first sold in most
markets in 1980.
 Airbags were first introduced in the European market, beginning with model year 1981 S-
Class.
 Mercedes-Benz was the first to introduce pre-tensioners to seat belts on the 1981 S-Class.
In the event of a crash, a pre-tensioners will tighten the belt instantaneously, removing any
'slack' in the belt, which prevents the occupant from jerking forward in a crash
 In September 2003, Mercedes-Benz introduced the world's first seven-speed automatic
transmission called '7G-Tronic'
 Mercedes-Benz pioneered a system called Pre-Safe to detect an imminent crash – and
prepares the car's safety systems to respond optimally. It also calculates the optimal
braking force required to avoid an accident in emergency situations, and makes it
immediately available for when the driver depresses the brake pedal. Occupants are also
prepared by tightening the seat belt, closing the sunroof and windows, and moving the
seats into the optimal position.
 At 181 horsepower per litre, the M133 engine installed in Mercedes-Benz A45 AMG is
the most powerful series production four-cylinder turbocharged motor (as of June 2013)
and has one of the highest power density for a passenger vehicle.

Page | 26
 MEANING OF RESEARCH

Research can be defined as the search for knowledge, or as any systematic investigation,
with an open mind, to establish novel facts, solve new or existing problems, prove new
ideas, or develop new theories, usually using a scientific method. The primary purpose
for basic search (as opposed to applied research) is discovering, interpreting, and the
methods and systems for the advancement of human knowledge on a wide variety of
scientific matter of our world and the universe.

RESEARCH OBJECTIVE

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 objective of my research is to:-

 Study, understand and critically analyse various aspects related to the sales
 Study the market feasibility of the company
 Find out the various factors affecting customer satisfaction and services.

RESEARCH METHODOLOGY:

Every organization has to face certain problems pertaining to their daily functioning. These
problems call for an effective thinking on the part of academician to find out a research in
Mercedes Benz on factors affecting customer satisfaction and services far valid & reliable
solution. Hence it becomes not only desirable to carry out a well-planned research in the area
asking for effective solutions. This calls for a well-planned research methodology so that the
problematic areas could be well identified & causes if any, be known and solved.

Page | 27
METHODS OF DATA COLLECTION:

Depending on the source, statistical data are classified under two categories:

Primary Data: Primary data are obtained by a study specifically designed to fulfill the data
needs of the problem at hand. Primary data used in this research is in the form of questionnaire
(self-prepared).

Secondary Data: These data are not originally collected but rather obtained from published or
unpublished source. Secondary data has been gathered from various websites and books.

LIMITATIONS OF RESEARCH

 Only a single method of collecting the data has been used i.e. Questionnaire method
along with secondary data.

 Limited resource material.

 Not free from biasness.

 Resorted in secondary data.

 Limited area of conduct

Page | 28
 QUESTTIONARE

Question:-Which of the following words would you use to describe the company’s product?

PARTICULARS

Fine but has some issues 2

Fine 12
Great 15

Series 1
16
14
12
10
8 Series 1

6
4
2
0
fine great fine but has some
issues

INTERPRETATION:

60% of the customers are just more than satisfied with the company’s product and merely 8% are
not so satisfied with the company’s performance which might demand some more improvement.

Question: How would you rate the value for money of the product?

PARTICULARS
Bad 0
Regular 3
Good 22 Page | 29
 Series 1
25

20

15 Series 1

10

0
BAD REGULAR GOOD

INTERPRETATION:

88% customers were satisfied with the company’s capacity to fulfill their needs and cater the maximum
needs of their customers while the rest rated for an average product service provided by the company.

Question: How easy is it to navigate the company’s website?

PARTICULARS
DIFFICULT 0
VERY DIFFICULT 0
EASY 10
VERY EASY 15

Page | 30
 Series 1
16

14

12

10
Series 1
8

0
DIFFICULT VERY DIFFICULT EASY VERY EASY

INTERPRETATION:

None of the customers found it difficult to find and use the website or to register a complaint
against any product. Clearly in this field Mercedes was able to maintain its company’s highly
reputed image.

Question: How responsive have the company been to your questions or concerns about their
models?

PARTICULARS
Very responsive 15
Usually Responsive 10
Not at all responsive 0

Page | 31
 Series 1
16
14
12
10
8 Series 1

6
4
2
0
VERY RESPONSIVE USUALLY RESPONSIVE NOT AT ALL RESPONSIVE

INTERPRETATION:

The data shows that the company shows concern for its customers and pays full attention to their needs.
In Mercedes they don’t only focus on the sales but also on the after sale services too.

Question: Compared to their competitors, how is their product quality?

PARTICULARS MANAGERS
BETTER 21
WORSE 0
THE SAME 4

INTERPRETATION:

Mercedes has always proved its worth of money to the customers as well as their competitors. 84% of the
customers claim that Mercedes stand out and unbeatable compared to its competitor’s products.

Question:- How often do you typically use the services from Mercedes Benz?

PARTICULARS
Once a month 10
Every 2-3 months 15 Page | 32

2-3 times a year 0

 Series 1
16

14

12

10
Series 1
8

0
once a month every 2-3 month 2-3 times a year

INTERPRETATION:

The above provided data claims that its not the defect in the product that makes them take their cars to
service centre but it’s the customer’s will to provide their luxurious cars a healthy maintained body and
engine for efficient driving and performance.

Question: - How would you rate the speed of the company’s service response?

PARTICULARS
Excellent 16
Good 9
Fair 0
Poor 0

INTERPRETATION:

64% of the customers rate the services excellent and the rest 36% voted good for the services.
Page | 33
Question: - Please indicate your age from the following:

PARTICULARS

18-25 2

25-50 20

50-70 3

Series 1
25

20

15 Series 1

10

0
18-25 25-50 50-70

INTERPRETATION:

The given data shows that 80% of the Mercedes Benz users lie in the age group of 25-50 years
old and the rest 8% and 12% lies in 18-25 and 50-70 years old age group, respectively.

Question: -What is your employment status?

1. Unemployed
2. Self-Employed
3. Service/Job

Page | 34
PARTICULARS
Unemployed 0
Self-Employed 20
Service/Job 4

Series 1
25

20

15 Series 1

10

0
unemployed self-emplyed service/job

INTERPRETATION:

The given data shows that the company has 80% users who are self-employed and the rest 20%
are in a job or service.

Question:-In the future, would you be willing to take this survey again?

PARTICULARS
NO 2

YES 23

Page | 35
 Series 1
25

20

15 Series 1

10

0
YES NO

INTERPRETATION:-

92% of the users are willing to provide the required information and suitable feedback about the
company’s progress, if necessary.

OBSERVATION:-

When an organization decides to transform its attitude towards customer experience, it may also
ignite far greater changes to its business structure, model and outlook.

 Most of the customers feel that Mercedes Benz creates a vision of success in customer
transformation in words and pictures. Constantly refresh that message and engage their
people in discussions about the purposefulness of improving the lives of those they
serve.

 In today’s marketplace, it's important to connect products to lifestyle, and as you’ve

noted, Mercedes-Benz has definitely connected people to a rich engineering tradition of
innovation, safety, and a lifestyle of success.

 “Living up to” might have applied to how things were done a few years ago. But now the
sales process mirrors what customers want. The consumer centricity of the brand and the
changing customer has crafted today’s sales experience.

Page | 36
  The car is largely sold prior to a customer’s arrival. Thanks to the internet, consumers are
savvy and just need a test drive and a quick purchase interaction that's less than an hour
long.

CONCLUSION:

Automakers have been bringing ever more immersive driving and showroom experiences direct
to customers’ screens for a few years now. Customer experience is a journey, not a destination.

 In today’s marketplace, it's important to connect products to lifestyle, and as you’ve

noted, Mercedes-Benz has definitely connected people to a rich engineering tradition of
innovation, safety, and a lifestyle of success.

 Their greatest strength was innovation and engineering. Their product was amazing.
Sometimes you fall in love with your product and it becomes challenging to shift the
working culture to stay in step with the times.

  At the onset of their transformation, Mercedes-Benz had the benefit of brand
awareness. Realize deep change comes slow and often means that people will have to
give up something in order for the gains to occur and sustain.

 Previously, luxury products held an advantage over mainstream and affordable models,
and customers agreed to wait for the former to be created; technology innovation is
leveling the playing field when it comes to automotive evolution, and car makers like
Mercedes-Benz need a new differentiator.

SUGGESTIONS

Money is an important necessity to live comfortably, but it can’t provide mental peace &
satisfaction of heart as services are not comparable with monetary incentives, Like- free canteen,
transport, medical facilities leisure trip etc. Customer experience excellence is a two-fold
endeavor and must be operationally excellent to remove customer pain points and must engage
the hearts of their customers to drive emotional connections, loyalty, and referrals.

 The product gap is closing, the company can continue with its present achievements only by
expanding the gap between its product and competitor’s through customer experience.

Page | 37
 Every collection of board members can understand customer experience has to be integrated into
the value proposition, but only the best can explain why.

 Today, a good product isn’t enough. They had to get their staff re-engaged and motivated at the
corporate level after that, so they focused on employee engagement at the corporate level.

 Customer experience excellence is a two-fold endeavor and must be operationally

excellent to remove customer pain points and must engage the hearts of their customers
to drive emotional connections, loyalty, and referrals.

Page | 38
 BIBLOGRAPHY

INTERNET:-

 The Hindu

 Wikipedia

 The Economic times

 Autocarpro.in

 Daimler.com

 Bestsellingcars.com

 Ibef.org

Page | 39
 ANNEXURE
Question: 1Which of the following words would you use to describe the company’s product?
1. Fine but has some issues
2. Fine
3. Great

Question: 2How would you rate the value for money of the product?

1. Bad
2. Regular
3. Good

Question: 3How easy is it to navigate the company’s website?

1. Difficult
2. Very difficult
3. Easy
4. Very easy

Question: 4 How responsive have the company been to your questions or concerns about their
models?
1. Very responsive
2. Usually responsive
3. Not at all responsive

Question: 5Compared to the company’scompetitors how is their product quality?

1. Better
2. Worse
3. The same

Question: 6 How often do you typically use the services from Mercedes Benz?

1. Once a month
2. Every 2-3 month
3. 2-3 times a year

Question: 7How would you rate the speed of the company’s service response?

1. Excellent
2. Good
Page | 40
 3. Fair
4. Poor

Question: 8Please indicate your age from the following:

1. 18-25
2. 25-50
3. 50-70

Question: 9What is your employment status?

1. Unemployed
2. Self-employed
3. Service/Job
4.
Question: 10In the future, would you be willing to take this survey again?
1. Yes
2. No

Page | 41