A STUDY ON CUSTOMER RELATIONSHIP MANAGEMEN TOWARDS

FORTUNE FORD MOTORS

A Synopsis submitted In the Partial Fulfillment for the requirement of the Degree of

Master of Business Administration

Submitted by

A.PRASANNA REDDY

217022672002

Under the guidance of

Dr. M Madana Mohan

Department of Business Administration

VISHWA VISWANI INSTITUTE OF SYSTEMS &

MANAGEMENT

Boston house, Thumkunta post, shamirpet road, Hakimpet(via),

HYDERABAD - 500078

2022-2024

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VISHWA VISHWANI INSTITUTE OF SYSTEMS & MANAGEMENT (VVISM)

Synopsis (Project Work Plan) Approval Proforma 2022-24

Name A.Prasanna Reddy

HT NO 217022672002

Institution Vishwa Vishwani institute of systems

management

Address
Thumkunta (P.0), Hakimpet, (via)
Hyderabad-500078

Name & Dr. M.Madana Mohan

Designation of Project Guide
specialization MARKETING
Title of the project A STUDY ON CUSTOMER RELATIONSHIP
MANAGEEMENT TOWARDS FORTUNE FORD
MOTORS

Name of the organization & place FORRTUNE FORD MOTORS

where project is to be conducted

I Ms./Mr./Mrs. Patan Fahim Khan hereby declare that my project

synopsis is anoriginal work carried by me and is not copied or done by
any other sources.

Place: Thumkunta (Signature of the student)

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 Date:

(Signature of the Guide) (Signature of the HOD)

(Signature of the Vice-Principal) (Signature of the

Principal)Date: Time: Date:
Time:

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 A STUDY ON CUSTOMER RELATIONSHIP MANAGEMEN TOWARDS
FORTUNE FORD MOTORS

The concepts of exchange and relationships lead to the concept of a market. A

market is the set of actual and potential buyers of a product. These buyers share a

particular need or want that can be satisfied through exchange relationships.

Marketing means managing markets to bring about profitable customer relationships.

However, creating these relationships takes work. Sellers must search for buyers,

identify must first create a need-satisfying marketing offer (product). It must decide

how much it will charge for the offer (price) and how it will make the offer available

target consumers (place). Finally, it must communicate with the target customers

about the offer and persuade them of its merits (promotion).

Marketing is the business function that identifies customer needs and wants. Creating

customer value and satisfaction are the heart of modern marketing thinking and

practice. Marketing is the delivery of customer satisfaction at a profit.

Many people think of marketing only as

selling & advertising. But selling & advertising are

only the tip of marketing. Marketing means managing

markets to bring about exchanges and relationships for

the purpose of creating value and satisfying needs & wants.

Today, marketing must be understood not in the old sense of making a sale – ‘ ’

telling and selling’ ’ – but in the new sense of satisfying customer needs. If the

marketer does a good job of understanding consumer needs; develops products that

provide superior value; and prices, distributes, and promotes them effectively, these

products will sell very easily. Thus, selling and advertising are only part of a larger

‘ ’ marketing mix’ ’ – a set of marketing tools that work together to satisfy

customer needs and build customer relationships.

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Broadly defined, marketing is a social and managerial process by which individuals

and groups obtain what they need and want through creating and exchanging value

with others. In a narrower business context, marketing involves building profitable,

value – laden exchange relationships with customers. Hence, we define marketing as

the process by which companies create value for customers and build strong

relationships in order to capture value from customers in return.

Customer Needs, Wants, and Demands:

The most basic concept underlying marketing is that of human needs. Human needs

are states of felt deprivation. They include basic physical needs for food, clothing,

warmth, and safety: social needs for belonging and affection: and individual needs for

knowledge and self – expression. These needs were not created by marketers: they

are a basic part of the human makeup.

Wants are the form human needs take as they are shaped by culture and individual

personality. An American needs food but wants a Big Mac, French fries, and a soft

drink. A person in Mauritius needs food but wants a mango. Rice, lentils, and beans.

Wants are shaped by buying power, wants become demands. Given their wants and

resources, people demand products with benefits that add up to the most value and

satisfaction.

Customer relationship management (CRM) is perhaps the most important

concept of modern marketing. Until recently, CRM has been defined narrowly as a

customer data management activity. By this definition, it involves managing detailed

information about individual customers and carefully managing customers “ touch

points” in order to maximize customer loyalty.

More recently, however, customer relationship management has taken on a broader

meaning. In this broader sense, Customer relationship management is the overall

process of building and maintaining profitable customer relationships by delivering

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superior customer value and satisfaction. It deals with all aspects of acquiring,

keeping, and growing customers.

To over come such problems, many companies are now turning to customer

relationship management (CRM) to manage detailed information about individual

customers and carefully managed customer touch points in order to maximize

customer loyalty. In recent years, there has been an explosion in the number of

companies using CRM. U.S companies spent an estimated $ 42.8 billion last year on

CRM systems from companies such as Siebel Systems, Oracle, Micro Soft and SAS

and spending is expected to increase by 11.5% a year through 2007.

CRM consists of sophisticated software and analytical tools that integrate customer

information from all sources, analyze it in depth, and apply the results to build strong

customer relationships. CRM integrate everything that company’ s sales, service, and

marketing teams know about individual customers to provide a 360-degree view of the

customer relationship.

CRM analysts develop data warehouses and use sophisticated data mining

techniques to unearth the riches hidden in customer data. A data warehouse is a

company wide electronic data base of finely detailed customer information that needs

to sift through for gems.

SCOPE OF THE STUDY:

The scope of the study is to identify the customer relationship management level

towards "Fortune Ford Motors". The study was covering various places in Hyderabad

& Secunderabad city. Primary data was collecting from customers. Secondary data

was collecting from company manuals, magazines and websites and so on, the study

gathering information about the customer's relation maintaining in the car level in

regard to Quality of Service, Safety Tips , fuel saving tips, driving tips etc.., customer

care service and other values added services provided by the company. It is aimed at

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enlightening the company about different steps to be taken up to increase the share of

"Fortune Ford Motors" with regard other competitors and also to make the company

to provide better customer services.

NEED FOR THE STUDY:

Customer relationship management plays a major role for the growth of the company

in the modern market scenario. In the case of "Fortune Ford Motors" cars industry

due to different network services providers there is a huge competition, to compete

with the competition customer's relation plays a major role for any company. The

purpose of customer relation is not only for retaining the customers but also attracting

new customers, increasing the sales and maintenance of brand awareness. Customer

perceptions attitudes and views regarding the products and services, along with

suggestions assume greater importance in the light of new entries and potential

competitors, this study is an attempt that directs to facilitate the management in

marketing their future decisions in promoting and creating a good image in the society.

OBJECTIVES OF THE STUDY

The main objective is to determine the current relationship management level of the
customers with all aspects in regard to “ Fortune Ford Motors” .

To determine current relationship management level of the customers

with all aspects of their delivery.

To determine key dissatisfaction areas, if any.

To identify different customers needs in regard to Fortune Ford Motor

cars services.

To identify what type of marketing strategy is suitable for the company

to reach the targeted customers.

To enable the company's customer care department to handle the

customer's queries more effectively and efficiently.

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 To enable the sales team to promote sales effectively through
maintaining Customer relation.

To generate new leads through customer satisfaction.

COMPANAY PROFILE

Ford Motor Company is the world's second largest automaker with approximately

350,000 employees, and operating in more than 200 markets on six continents. Its

automotive brands include Aston Martin, Ford, Jaguar, Land Rover, Lincoln, Mazda,

Mercury and Volvo. Its automotive-related services include Ford Credit, Hertz and

Quality Care.

The company's world headquarters is in Dearborn, Michigan. Ford Motor Company

officially celebrated its 100th anniversary on June 16, 2003. For additional information

visit the site below.

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich.,

manufactures and distributes automobiles in 200 markets across six continents. With

about 300,000 employees and 108 plants worldwide, the company’ s core and

affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mazda,

Mercury and Volvo. Its automotive-related services include Ford Motor Credit

Company.

The very first member of the Ford Motor Company family of brands, Ford offers

distinctively designed and affordable vehicles for the world's varying lifestyles. From

the Model T— the car that first brought driving to the masses, to more recent

favourites like the Mustang in the US, the Mondeo in Europe, the Eco Sport in South

America and the Territory in Asia, Ford vehicles have been among the world's most

popular cars, trucks and SUV's.

Ford Motor Company began with just Ford vehicles in a wagon shop in Michigan. To

fully understand the essence of this founding member of the family brands, just look at

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the early history of Ford Motor Company, from Henry Ford's earliest automotive

experiments to the Models A, T, and beyond.

While value for money has always been a top priority in developing Ford vehicles, that concern
has never compromised quality or the pursuit of quality solutions. Ford has always strived to
meet consumers' real-life requirements— from smaller cars for Europeans, to "smarter" cars
for the ever-changing environment. One of the most essential ingredients for a successful

business is communication. We strive to keep the public well informed about us, our products,

financial progress, and public policy.

Products and Customers: Ford Motor Company's flexible manufacturing systems

have the ability to build up to eight different models off two independent platforms.
The flexible systems standardize the assembly process, improve productivity,
eliminate waste and boost quality. Developing and introducing products with better
environmental performance.

Fast Facts:

Focusing on customer satisfaction and loyalty and keeping our promises

Using our understanding of the market to anticipate customer needs

Delivering innovative products and services that offer high value in terms of

function, price, quality, safety and environmental performance

Fortune Ford is an authorized dealer for Ford India Limited, who are one of the leading

manufacturers of top quality cars in India, with many variants in the offering.

Fortune Ford is a 50:50% Joint Venture set up between two well known and reputed

families in Hyderabad, the Modis and the Babu Khans. Fortune Ford is a blend of

experience and youth. The experience and good will that Mr. Misbahuddin Babu Khan

and Mr. Pramod Modi enjoy blend very well with the youth and energy of the

youngsters Bashir, Ashish, Nirav and Siraj to make Fortune Ford a truly world class

Ford Dealership.

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Fortune Ford markets and services the recently launched truly European Ford Fiesta,

the ever-popular Ford Ikon Flair , the No non-sense car Ford Fusion and the macho SUV

the Ford Endeavour through its sales and service outlets at Hyderabad. The sales

outlet is located strategically at Somajiguda next to Eanadu. We have two service

centers, one at Chapel Road, Abids opposite Stanley College and other one at

Fathebagh, Santhnagar. These centrally located outlets provide convenient and easy

access to both the proud owners as well as prospective buyers.The workforce at

Fortune Ford is committed to excellence in serving all esteemed customers.

The Sales Team is made up of dedicated showroom and field executives who are

professionally trained by Ford India Limited. They are adept at guiding the customer

through the entire sales process right from assisting in the choice of model, colour

and features to lending a helping hand in providing attractive buyback options and

also arranging finance at competitive rates.

The Service Centre is armed with the state-of-the art equipment and is in-line with

Ford's exacting Global standards. The service team is technically qualified and trained

to analyze and provide solutions adhering to Quality Care, in order to satisfy even the

most demanding customers.

The Fortune Ford dealership maintains a high standard of excellence in sales and

services by sending its personnel for training on a regular basis to Ford India Limited,

to update them with the latest technological advances in the automotive sphere.

RESEARCH METHODOLOGY

‘ Research’ means a scientific and systematic search for pertinent Information on a

specific topic. Research is a careful investigation or inquiry especially through search

for new facts in any branch of knowledge. Research comprises defining and redefining

problems, formulating Hypothesis or suggesting solutions, collecting, organizing and

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evaluating data, making deductions and reaching conclusions, and at last carefully

testing the conclusions to determine whether they fit the formulating hypothesis.

‘ Methodology’ is defined as “ The study of methods by which we gain knowledge.

It deals with cognitive processes imposed on research by problems rising from the

nature of its subject matter” .

TYPE OF RESEARCH

In this study Descriptive research Design is using for testing Descriptive research

includes surveys and fact- finding enquires of different kinds. The major purpose of

descriptive research is description of the state of affairs, as it exists at present. The

main characteristic of this method is that the research has no control over the

variables; he can only report what has happened or what is happening. The methods

of research utilized in descriptive research are survey methods of all kinds, including

comparative and correlation methods.

RESEARCH INSTRUMENT

The research instrument in this study is a ‘ Structured questionnaire’ . Structured

questionnaire are those questionnaires in which there are definite, concrete and
predetermined questions relating to the aspect. For which the researcher collects data. The
questions are presented with exactly the same working and in the same order to all the
respondents.

QUESTIONNAIRE DESIGN

A structured questionnaire will be framing. The questionnaire consists of multiple

choices, dichotomous, ranking, rating and closed ended questions.

DATA COLLECTION

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 Data refers to information or facts. It includes numerical figures, non-numerical

figures, descriptive facts and qualitative and quantitative information the task of data

collection begins after a research problem has been defined and research plan has

been decided.

Primary Data

The primary data was collecting through questionnaire and direct personal interview.

The questionnaire will be framed in such a manner, to obtain correct information,

graded suitably for the study. All the questions are collected through personal contact

from the respondents.

Secondary Data

Secondary data will be collecting through oral communication. Secondary data about

the company profile and other details will be collected from the company website.

SAMPLING PROCEDURE

Convenience sampling is used in this study. Convenience sampling is used for

selection of homogeneous sample for the study.

SAMPLE SIZE

The sample size taken for this research will be 100 respondents.

LIMITATIONS OF THE STUDY

To measure the exact level of customer relation the sample size was small.

Short time period was inadequate for conducting detailed study among the

customer.

The study was restricted to Hyderabad and Secundrabad only.

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 Due to time and resources constraints the sample size was restricted to 100

only.

Cost is also the main constraint as this research involves massive amount for

the purpose of meeting the different customers.

Time is the main constraint as it is difficult to meet all the customers with the

short period.

CHAPTERISATION

CHAPTER-1 Introduction,need,scope,Objectives of the study, Research

Methodology

CHAPTER -2 Review of literature

CHAPTER -3 Company Profile, Industry Profile, Product Profile and SWOT

Analysisz

CHAPTER -4 DTA ANAYLIS AND INTERPRETATION

CHAPTER -5 Summary of Findings, Suggestion & Recommendations and

Conclusion

Bibliography/References/Websites

Appendix

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