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Maruti - Study of Customer Relationship Management (CRM) - MBA Project Report
Maruti - Study of Customer Relationship Management (CRM) - MBA Project Report
ON
MARUTI SUZUKI
PREFACE
TABLE OF CONTENTS
1. INTRODUCTION
3. RESEARCH METHODOLOGY
-TOOLS OF RESEARCH
-RESOURCE OF DATA
5. CONCLUSION
6. BIBLIOGRAPHY
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INTRODUCTION
ORGANIZATION OVERVIEW
Maruti Udyog Limited (MUL) was established in Feb 1981
through an Act of Parliament, to meet the growing demand of a
personal mode of transport caused by the lack of an efficient
public transport system.
Suzuki Motor Company was chosen from seven prospective
partners worldwide. This was due not only to their undisputed
leadership in small cars but also to their commitment to actively
bring to MUL contemporary technology and Japanese
management practices (which had catapulted Japan over USA
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Our Vision
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Technological Advantage
We have introduced the superior 16 * 4 Hypertech engines
across the entire Maruti Suzuki range. This new technology
harnesses the power of a brainy 16-bit computer to a fuel-
efficient 4-valve engine to create optimum engine delivery. This
means every Maruti Suzuki owner gets the ideal combination of
power and performance from his car.
Our other innovation has been the introduction of Electronic
Power Steering (EPS) in select models. This results in better
and greater maneuverability. In other words, our cars have
become even more pleasurable to drive.
Production /R & D
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PRODUCTION MILESTONES
MILESTONES
2005
The fiftieth lakh car rolls out in April, 2005
Growth in overall sales by 15.8%
2004
New (non A/C) variant of Alto
2003
New Suzuki Grand Vitara XL-7
New Alto
Altura, a luxury estate car
IDTR (Institute of Driving Training and Research) launched
jointly with the Delhi government to promote safe driving habits
1999
Maruti 800 EX ( 796cc, hatchback car)
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1997
1998 Esteem (1299cc, 3 box car) LX, VX and AX
1996
Gypsy (E) (970cc, 4WD 8 seater)
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1995
Esteem 1.3L (1298 cc, 3 box car)VX
1993
Zen(993cc, hatchback Car), which was later exported in
Europe and elsewhere as the Alto
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1992
SMC increases its stake in Maruti to 50 percent
1991
Reaches cumulative indigenisation of 65 percent for all
vehicles produced 1990
Maruti 1000(970cc, 3 box), India’s first contemporary sedan
1988
Installed capacity increased to 100,000 units
1987
Exported first lot of 500 cars to Hungary
1986
Maruti 800 ( New Model-796cc, hatchback Car)
Produced 100,000 vehicles (cumulative production)
1985
Launch of Maruti Gypsy (970cc, 4WD off-road vehicle)
1984
Omni, a 796cc MUV
Installed capacity reached 40,000 units
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1983
Maruti 800, a 796 cc hatchback, India’s first affordable car.
Production was started under JVA
1982
License and JV agreement signed between Maruti Udyog
Ltd. and SMC of Japan
1981
Maruti Udyog Ltd was incorporated under the provisions of
the Indian Companies Act, 1956
2005
Number one in JD Power SSI for the second consecutive
year
Number one in JD Power CSI for the sixth time in a row - the
only car to win it so many times M800, WagonR and Swift
topped their segments in the TNS Total Customer
Satisfaction Study.
Leadership in the JD Power Initial Quality Study - Alto
number one in its segment for the 2nd time in a row, Esteem
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2004
Maruti Suzuki was No. 1 in Customer atisfaction, No. 1 in Sales
Satisfaction No.1 in Product Quality (Esteem and Alto) and No. 1 in
Product Appeal (Esteem and Wagon R)
No. 1 in Total Customer Satisfaction (Maruti 800, Zen and Alto)
Business World ranked us among the country's five most respected
companies
Business World ranked us the country's most respected automobile
company
Voted Manufacturer of the year by CNBC
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2003
Maruti 800, Maruti Zen and Maruti Esteem make it to the top 10
automotive brands in "Most Trusted Brand survey 2003" J D
Power ranked 3 models of Maruti on top: Wagonr, Zen and
Esteem
Maruti 800 and Wagonr top in NFO Total Customer Satisfaction
Study 2003.
MUL tops in J D Power CSI (2001) for 4th time in a row
2001
MUL tops in J D Power CSI (2001) for 2nd time in a row: another
international first
2000
Maruti bags JD Power CSI - 1st rank; unique achievement by
market leader anywhere in the world
1999
MSM launched as model workshop in India; achieves highest CSI
rating.
Central Board of Excise & Customs awards Maruti with "Samman
Patra", for contribution to exchequer and being an ideal tax
assessee
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1998
CII's Business Excellence Award
1996
Maruti wins INSSAN award for "Excellence in Suggestion Scheme"
1994-95
Engineering Exports Promotion Council's award for export
performance
1994
Best Canteen award among Haryana Industries as part of
employee welfare
1992-93
Engineering Exports Promotion Council's award for export
performance
1991-92
Engineering Exports Promotion Council's award for export
performance
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In the J.D. Power CSI Study 2004, Maruti Suzuki scored the
highest across all 7 parameters: least problems experienced with
vehicle serviced, highest service quality, best in-service experience,
best service delivery, best service advisor experience, most user-
friendly service and best service initiation experience.
92% of Maruti Suzuki owners feel that work gets done right the first
time during service. The J.D. Power CSI study 2004 also reveals
that 97% of Maruti Suzuki owners would probably recommend the
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At Maruti Suzuki, you will find all your car related needs met
under one roof. Whether it is easy finance, insurance, fleet
management services, exchange- Maruti Suzuki is set to
provide a single-window solution for all your car related
needs.
MARUTI CULTURE
Participative Management.
Team work & Kaizen.
Communication and information sharing.
Open office culture for easy accessibility
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1. RESEARCH STUDY
2. SCOPE OF THE STUDY
RESEARCH METHODOLOGY
1. TOOLS OF RESEARCH
2. RESOURCE OF DATA
A Research Methodology defines the purpose of the research,
how it proceeds, how to measure progress and what constitute
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NATURE OF DATA
DATA COLLECTION
IMPLEMENTING CRM
OPERATIONAL CRM
Operational CRM at Maruti includes customer contact (sales,
marketing and service). Tasks resulting from these processes are
forwarded to employees responsible for them, as well as the
information necessary for carrying out the tasks and interfaces to
back-end applications are being provided and activities with customers
are being documented for further reference.
ANALYTICAL CRM
COLLABORATIVE CRM
RESEARCH METHODOLOGY
-TOOLS OF RESEARCH -RESOURCE
OF DATA
NATURE OF DATA
DATA COLLECTION
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Analysis of data has been done with help of various statistical tools
like the tables and graphs.
IMPLEMENTING CRM
OPERATIONAL CRM
ANALYTICAL CRM
Financial Forecasts
Pricing Optimization
Product Development
Program Evaluation
Risk Assessment and Management
COLLABORATIVE CRM
.
technical white paper uses Business Rules (a set of Enterprise
Rules that define the “actions” to be taken and are termed as
“Customer recommended actions or CRA”). The Decision
engine takes as input the Customer Profile, Contact History and
applies the stored Business Rules thereby creating a set of one
or more Recommended Actions for the customers. The
Business Rules Management component enables the creation,
deletion, analysis and storage of the Business Rules in a
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BIBLIOGRAPHY
Books
Crm- chattopadhya
Journals
Web sites
Www.marutiudyog.com
Gurgaon.nic.in/maruti.htm
Auto.indiamart.com
Economictimes.indiatimes.com
En.wikipedia.org/wiki
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www.citrix.com