Strategic management project

UNIVERSITY OF MUMBAI

PROJECT REPORT ON

AFTER SALES SERVICE OF S.K.WHEELS PVT LTD

IN PARTIAL FULLFILLMENT FOR MASTERS OF COMMERCE 2013-14

PROJECT GUIDEPROF. Seema Somani

SUBMITTED BY:PANKAJ.B.RATHOD ROLL NO3790

MAHATAMA EDUCATION SOCIETYSPILLAIS COLLEGE OF ARTS, COMMERCE & SCIENCENEW PANVEL

DECLARTION

I, PANKAJ RATHOD student of M.COM-I, MAHATMA EDUCATION SOCIETYS PILLAIS COLLEGE OF ARTS, COMMERCE & SCIENCE, hereby declare that I have completed the project report on AFTER SALES SERVICE OF S.K WHEELS PVT LTD in the academic year 2013-2014. The information submitted by me is true & original to best of my knowledge.

Signature

MAHATMA EDUCATION SOCIETYSPILLAIS COLLEGE OF ARTS, COMMERCE, SCIENCE NEW PANVEL

CERTIFICATETo whomsoever it may concern

This is to certify that the work entered in this journal is the work of PANKAJ RATHOD from MCOM PART-I have successfully completed a project report on the AFTER SALES SERVICE OF S.K. WHEELS.Topic terms of the year 2013-2014 in the college as laid down by the college authority

Professor /Guide name MCOM Co-OrdinatorMrs. Seema /somani Mr. Gajana Wader

_______________________ ______________________

DATE: _________ ________________External ExaminerSR.NOContentsPage number

Executive summary5

Chapter 1.1Introduction 7

1.2Scope of the study9

1.3Objective of the study9

Chapter 2.1Research Methodology10

2.2Limitation14

Chapter 3.1 Company profile15

Chapter 4.1Data analysis and interpretation20

Chapter 5Conclusion35

Chapter 6Suggestions 36

Chapter 7Bibliography37

Chapter 8Appendices38

INDEX

Executive SummaryPeriodic or as required maintenance or repair of equipment by its manufacturer or supplier, during and after a warranty period. In some cases, after-sales service can be almost as important as the initial purchase. The manufacturer, retailer, or service provider determines what is included in any warranty (or guarantee) package. This will include the duration of the warranty traditionally one year from the date of purchase, but increasingly two or more years maintenance and/or replacement policy, items included/excluded, labor costs, and speed of response. In the case of a service provider, after-sales service might include additional training or helpdesk availability. Of equal importance is the customer's perception of the degree of willingness with which a supplier deals with a question or complaint, speed of response, and action taken.

After-sales service The provision after goods have been sold of services which make them more useful to customers. This can include advice on and training in the use of the product; routine maintenance, servicing and repairs in the event of breakdown; provision of materials and spare parts; replacement under warranty in the event.

S. K. Wheels deals with Maruti Cars - 4 wheelers. In fact we are having one of the biggest & state-of-art technology Maruti showroom in India admeasuring 1,00,000 sq. feet area. This comprises 16,000 sq. ft of Vehicle Display; 25,000 sq.ft of Service Area comprising 49 working bays. Ideally located on the Thane Belapur road. The best attraction & concentration will be the service area capacity to service about 150 cars a day working from 8am to 8pm - Sundays open.

Some of the objectives of after sales service on sk wheels and research methodology is been discussed below

Objectives To study the concept of After sales service.

To understand after sales service policies ok S.K. Automotives.

To evaluate the importants of after sales service in customer decision making process.

To know the importants of after sales service in the companies over all activity.

To know the merits and demerits of after sales service.

Research methodology:

1. Primary data collection Primary data is first hand information collected for research purpose.

It is fresh data as it is collected directly from the source.

Data was collected from S.K. Automotives through interview method.

2. Secondary data collection Secondary data is second hand information which is taken from some source.

For e.g. the source include books, journals, internet, newspaper, etc.

The data collected about the company are from internet or newspaper.

CHAPTER: I1.1 INTRODUCTION

Customer satisfaction, a businessterm, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard.In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy.However, the importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer.Measuring customer satisfactionOrganizations need to retain existing customers while targeting non-customers.Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organization's products.

CUSTOMER SATISFACTIONThe word satisfaction comes from the Latin word satis (Enough) and faction (to do or make). These words suggest the true meaning of Satisfaction, which is fulfillment. Managerially, fulfillment usually translate to solving problem and satisfy the customer is not enough to produce high level of customer loyalty, business needs to move beyond more satisfaction, to customer delight. The Purpose of the Business:Peter F. Drucker considered to be one of the leading management gurus in the world, believes that the purpose of business to relate and then retain the satisfied customer. Although the firm has to make the money, Drucker argues that making money is a necessity and does not a purpose. It is in fact, the end result a desirable outcome of creating satisfied customer. Theodore Levitt, ha Harward Business professor, who explains by an analogy with human beings, express similar sentiment / all human have to eat to survive, but eating is not-their purpose. Furthermore making money does not provide a legitimate reason for society and to support the moneymaking enterprise. A society supports businesses as they survey its member by catering to their needs to leave them satisfy. Dissatisfying enough customer and not only will these specific customer stop buying from the firm, but the society at large will condemn the firm and may even panelized it to the point of its extinction. In repose to such messages, co part of the corporate mission and utilizes an understanding of the customer behavior as input to all its marketing plans and decision.

1.2 SCOPE OF THE STUDY

Customer satisfaction is the ultimate aim of any business and there by business entirely depend upon its customer for its survival and growth. So this study helps the researcher a lot to do any business in future.

This project work was undertaken with a view to study the title of A STUDY ON CUSTOMER SATISFACTION OF MARUTI S.K WHEELS AFTER SALES SERVICE. It is also aims to find out the standards and qualities that the customer expects.

From this study the preference and problem of the customer can be met. The study helps to know the necessary change in the service, features and customer feelings about service. The study will be usefull for the company to make changes in price. Placement and promotion activities the study was conducted by doing a survey of 50 respondents in Navi Mumbai. The results represented through tables and chart. Suggestions and conclusion are also given at the end of the report.

1.3OBJECTIVES OF THE STUDY

Primary objective:To undergo an in-depth study about Maruti SK Wheels after sales service.

Secondary objective:

1. To evaluate the attitude of customers towards S.K. WHEELS servicing.2. To rate the satisfaction level.3. To recommend suggestions to increase customer satisfaction where as there in the areas where there is a chance of improvement.

Chapter: II2.1RESEARCH METHODOLOGY

Research methodology refers to the systematic method consisting of enunciating the problem, formulating hypothesis, collecting facts or data, analyzing the facts and reaching certain conclusions either in the form of solutions towards the concerned problem or in certain generalisations for some theoretical formulation.

RESEARCH PROBLEM The research needs to know about the customer satisfaction derived from the after sales service offered by S.K WHEELS PVT LTD, Navi Mumbai. There exists of high level of competition in this sector. So the company wants to know the present status of after sales service.STATEMENT OF THE PROBLEM The study is focusing on the development of strategies for effectively carrying out the orientation training programmed. In order for that, there is a need for the clear identification of factors directly or indirectly contributing to the effectiveness of orientation training.RESEARCH DESIGNResearch Design is the conceptual structure within which research is conducted. It constitutes the blueprint for collection, measurement and analysis of data. The design used for carrying out this research is Descriptive. This research design focus attention on the followinga. Formulation of objective of the studyb. Identify the methods of data collectionc. Selecting a suitable sample by using a valid sampling techniqued. Collection of data by using a reliable instrumente. Analysis and interpretation of datdf. Preparation of a detailed reportDATA TYPE: In this research the type of data collection is Primary data Secondary data SAMPLING PLAN:It is very difficult to collect information from every member of a population .As time and costs are the major limitation that the researcher faces. A sample of 50 was taken the sample size of 50 individuals were selected on the basis of convenient sampling technique. The individuals were selected from past and existing list of the customers to form sample and data were collected from them for the research study.

ANALYSIS AND INTERPRETATION:Data collection through questionnaire resulted in availability of the desired information but these were useless until there were analyzed. Various steps required for this purpose were editing, coding and tabulating. Tabulating refers to bringing together similar data and compiling them in an accurate and meaningful manner. The data collected by Questionnaire was analyzed, interpreted with the help of table, bar chart and pie chart.SAMPLE UNIT

The Customers of S.K WHEELS, Navi Mumbai are the sample unit in the survey.SAMPLE SIZEThe sample size chosen for this study is 50SOURCES OF DATAPrimary Data: Filling up questionnaire from past and existing customers of after sales services.Secondary Data: Books, newspapers, Websites, and data from company officials.PRIMARY DATA

Primary data is the specific information collected by the person who is doing the research. It can be obtained through clinical trials, case studies, true experiments and randomized controlled studies. This information can be analyzed by other experts who may decide to test the validity of the data by repeating the same experiments.

There are many methods of collecting primary data and the main methods include:

Questionnaires Interviews Focus group interviews Observation case-studies Diaries Critical incidents Portfolios.

SECONDARY DATAThe secondary data are those which have already been collected by someoneelse and have been passed through statistical process. The secondary data for this study are already available in the firm's internal records, annual report, broaches.

DATA COLLECTION METHOD

The data collection method used in this research is survey method. Here thedata are systematically recorded from the respondents.

RESEARCH TOOLA structured questionnaire has been prepared to get the relevant information fromThe respondents. The questionnaire consists of a variety of questions presented to the Respondents for their despondence. The various types of questions used in this surveyAre: Open ended questions Closed ended questions

STATISTICAL METHODS USED

Statistical tools used for the purpose of evaluation are chi-square analysis. Chi-square this is conducted to find out whether there exists dependence relation between quality of service and price of service.

2.2 LIMITATIONS OF THE STUDY

There are certain limitations. The respondents were reluctant to give correct information. Even though the customers gave correct information during the unstructured interview conducted, they gave positive answer while answering the questionnaire. The investigator intended to cover only few areas of Maruti Suzuki relevant to the proposed study. As the study was done within a limited time, investigator could not select a sufficiently large sample for the study. The sample size is fifty.

Chapter:III3.1. COMPANY PROFILEThe Automotive industry in the Republic of India is one of the largest in the world. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 2.6 million units in 2009. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea and Thailand.As of 2009, India is home to 40 million passenger vehicles and more than 1.5 million cars were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. A major chunk of India's car manufacturing industry is based in and around the city of Chennai (also known as "Detroit of India"), with the Indian city accounting for 60 per cent of the country's automotive exports. Chakan corridor near Pune is an upcoming vehicular production hub with General Motors, Volkswagen/ Skoda, Mahindra and Mahindra in the process of setting up or already set up facilitiesThe Automotive industry in India is one of the largest in the world and one of the fastest growing globally. India manufactures over 11 million 2 and 4-wheeled vehicles and exports about 1.5 million every year. It is the world's second largest manufacturer of motorcycles, with annual sales exceeding 8.5 million in 2009. India's passenger car and commercial vehicle manufacturing industry is the seventh largest in the world, with an annual production of more than 2.6 million units in 2009. In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea and Thailand. As of 2009, India is home to 40 million passenger vehicles and more than 1.5 million cars were sold in India in 2009 (an increase of 26%), making the country the second fastest growing automobile market in the world. By 2050, the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. A major chunk of India's car manufacturing industry is based in and around the city of Chennai (also known as "Detroit of India"), with the Indian city accounting for 60 per cent of the country's automotive exports. Chakan corridor near Pune, Maharashtra is another prominent vehicular production hub with General Motors, Volkswagen/ Skoda, Mahindra and Mahindra in the process of setting up or already set up facilities. Halol in Gujarat, Gurgaon neighboring New Delhi, Aurangabad in Maharashtra, and Kolkatta in West Bengal are some of the other automotive manufacturing regions around the country. Foreign automotive companies in India:Vehicles manufactured or assembled in India BMW India: 3 Series, 5 Series, 1 Series. Fiat India (in collaboration with Tata Motors): Grande Punto, Linea, PalioStile. Ford India: Ford Figo, Ikon, Fiesta, Endeavour. General Motors IndiaChevrolet (CSPIL): Spark, Beat, Aveo U-VA, Aveo, Optra, Cruze, Tavera. Honda Siel: Jazz, City, Civic, Accord. Hyundai Motor India: Santro, i10, i20, Accent, Verna Transform, Sonata Transform. Mahindra Renault: Logan Maruti Suzuki: 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Versa, Eeco, Gypsy, Grand Vitara Mercedes-Benz India: C-Class, E-Class. Mitsubishi: (in collaboration with Hindustan Motors)Lancer, Lancer Cedia, Pajero Nissan Motor India: Micra. Toyota Kirloskar: Corolla, Innova, Camry. Volkswagen India: Polo, Jetta, Passat. Audi India: A4, A6, Q5. koda Auto India: Fabia, Octavia, Laura, Superb

S.K. WHEELS Pvt. Ltd. The authorized Maruti dealers has become No. 1 Dealer in MUMBAI.With an all time record sale of 28447 Maruti cars in the financial year 2008-09. The No. 1 Marutidealer in Navi Mumbai becomes No. 1 in Mumbai. No other Maruti dealer in India has been able to reach such heights within one year, S.K. WHEELS Pvt. Ltd. The authorized Marutidealer has become No. 1 Dealer in Mumbai. With an all time record sale of 26833 Maruti cars in the financial year.With an all time record sale of 26833 Maruti cars in the financial year2008-09.

Values and BeliefsThe enduring belief that our corporate destiny is inextricably entwined with those of our employees and customers carries us towards a profitable and ethical business model.Quality PolicyCustomer satisfaction through quality services achieved by through constant adherence and continual improvement in quality services and systems following P.D.C.A (Plan, Do, Check Act) technique in all our functions and actions complying with the requirements.

Major Departments Sales Service True Value Spares Accessories Sales support ( MI, MF,EW and Autocard ) Institute MDS

S.K WHEELS Services Package: We are providing a comprehensive Service Package absolutely free for vehicles purchased from S.K. WHEELS with lot of benefit to the customer. Maruti Extended WarrantyMaruti Extended Warranty has been specially devised to offer you extreme driving pleasure during the ownership of the vehicle. This program is run by Maruti Suzuki India Limited itself and hence it offers you the best protection against repairs. This policy commences at the expiry of the primary warranty period and the duration will up to warranty years. Benefits under Extended WarrantyMaruti assurance Can approach any dealer in the country for warranty jobs Dealer take the warranty decision, so no delay for the customer Total peace of mind, full replacement against manufacturing defect full labour free for warranty replacement. Better resale value even if the vehicle is sold before 4 years only nominal price for extended warranty.Maruti Genuine AccessoriesMaruti has introduced wide range of genuine Accessories for different models for improving comfort and appearance. Wide range of auto accessories under one roof

Easy ordering from a single source.

World class quality

Competitive price value

Proper fitment

Compatibility with vehicle systems

Validity of warranty

Their Profile :1st dealership in Navi Mumbai in 19992nd in khopoli in 2003

No. 1 Dealer in India, Record Sale of 28447 cars

CHAPTER IV4. DATA ANALYSIS AND INTERPRETATION TABLE 4.1: AGE WISE CLASSIFICATIONAge GroupNo. of respondents

Below 2510

25-3515

35-4512

45-558

Above555

CHART 4.1: AGEWISE CLASSIFICATION

INTERPRETATION:Most of the respondents are between twenty five& thirty-five.

TABLE 4.2: GENDER WISE CLASSIFICATIONGenderNo. of Respondents

Male38

Female12

total50

CHART 4.2: GENDERWISE CLASSIFICATION

INTERPRETATION: The above graph shows most of the respondents are males.

TABLE 4.3: PROFESSIONQ3% of respondentsNo. of respondents

Student189

Govt. Employee2211

Doing own business3226

Other2814

CHART 4.3: PROFESSION

INTERPRETATION:Most of the respondents are doing own business

TABLE 4.4: AWARNESS ABOUT S.K WHEELS

Q% of respondentsNo. of respondents

News Paper3015

Friends168

Relatives189

Sales Executive2010

TV105

Others63

CHART 4.4: AWARNESS ABOUT S.K WHEELS

INTERPRETATION: Most of the respondents are induced by newspapers.

TABLE 4.5: REASON FOR BUYING

Q% of respondentsNo. of respondents

Low Price147

After Sales Service2412

Attractive Brand189

Location 168

Service Quality2814

CHART 4.5: REASON FOR BUYING

INTERPRETATION: Most of the respondents buy a vehicle from Indus because of service quality.

TABLE 4.6: OVERALL QUALITY OF SERVICE

Q% of respondentsNo. of Respondents

Excellent4221

Good2211

Average126

Below avg147

Poor105

CHART 4.6: OVERAALL QUALITY OF SERVICE

INTERPRETATION:Mostof the customersagreed that the overall quality of service they received from S.K. WHEELS is excellent.

TABLE 4.8: COMPLAINT HANDLINGQ% of respondentsNo. of Respondents

Excellent3216

Good2412

Average2010

Below avg147

Poor105

CHART 4.8: COMPLAINT HANDLING

INTERPRETATION: Most of the respondents said that the quality of service in S.K. WHEELS is excellent.

TABLE 4.9: LIKELINESS OF USE IN FUTEREQ% of respondentsNo. of respondents

Very likely4221

Likely168

May Be147

Unlikely189

Very unlikely105

CHART 4.9: LIKELINESS OF USE IN FUTERE

INTERPRETATION:Most of the respondents are very likely to use S.K. WHEELS for servicing and repairs in future. .

TABLE 4.10: SERVICE PRICEQ% of respondentsNo. of respondents

Highly satisfied2814

Satisfied3618

Indifferent168

Dissatisfied126

Highly dissatisfied84

CHART 4.10: SERVICE PRICE

INTERPRETATION:The above analysis concludes that most of the respondents are highly satisfied with Maruti S.K. WHEELS service price.

TABLE 4.11: TIMELY DELIVERY OF PRODUCTQ% of respondentsNo. of Respondents

Strongly agree3417

Agree2412

Neutral2010

Disagree147

Highly disagree84

CHART 4.11: TIMELY DELIVORY OF PRODUCT

INTERPRETATION:Majority of the customers strongly agreed that they always get their vehicle after service on promised time from S.K WHEELS.

TABLE 4.12: AFTER WARRANTY REPAIR WORK


Strongly agree2010

Agree2412

Neutral2211

Disagree189

Highly disagree168

CHART 4.12: AFTER WARRANTY REPAIR WORK.

INTERPRETATION: Most of the respondents agree that the repair work done after warranty period is good.

TABLE 4.13: PROPER SERVICEQ% of respondentsNo. of Respondents

Strongly agree4020

Agree2211

Neutral189

Disagree126

Highly disagree84

CHART 4.13: PROPER SERVICE

INTERPRETATION: Most of the respondents strongly agree that they never had an experience of getting back their product without proper service.

TABLE 4.14: AVOID FUTER COMPLAINTS


Strongly agree3618

Agree2412

Neutral147

Disagree189

Highly disagree84

CHART 4.14: AVOID FUTER COMPLAINTS

INTERPRETATION: Most of the respondents strongly agree that the repair work is not only focused on the problem area but the entire product will be monitored for avoiding future complaints.

TABLE 4.15: INFORMATION ABOUT NEW PRODUCT


Strongly agree2814

Agree3216

Neutral168

Disagree147

Highly disagree105

CHART 4.15: INFORMATION ABOUT NEW PRODUCT

INTERPRETATION: Majority of the respondents are strongly agreed that the introduction of new product and new offers are informed to the customers.TABLE 4.16: RECOMMEND TO OTHERS


Very frequent3015

Frequent3417

Rare126

Very rare168

Never84

CHART 4.19: RECOMMEND TO OTHERS

INTERPRETATION:Most of the respondents are very frequently likely to recommend S.K. WHEELS to others.

5. CONCLUSION

The project was conducted at Maruti S.K WHEELS, Navi Mumbai from 50 respondents. This study was conducted to study the after sales service in S.K WHEELS. This study has provided me an insight into the service quality in S.K WHEELS. From the study it is clear that the service they provide is fairly good. This study is conducted by contacting the people who own the Maruti Suzuki Vehicles Purchased from S.K WHEELS PVT LTD. This study was undertaken for a period of three weeks. The researcher collected the necessary information using questionnaire method. The collected datas are consolidated through using t-test. The graph and table were used for representation. The responds taken from respondents were analyzed and represented by using graph and tables to achieve the objective of the study.It was found that the majority of the customers are satisfied with the S.K. WHEELS after sales service.The researcher has tried his best to make the study realistic and suggestive, but does not claim the findings and suggestions in the report are perfect. If time available were more the study would have been extended to a large portion of the universe, which would help the findings to be more accurate.The researcher is able to appreciate the effort taken by S.K. WHEELS to provide excellent service to customers. The key learning from this project study is that in an extremely competitive industry the sale of high value item, the register of companys facilities and services in the mind of customers is of high importance.

6.1. SUGGESTIONS

1. Provide more facility for complaints and suggestions regarding service.

2. Create awareness among people about the prospects of the showroom at Navi Mumbai.

3. Company can take initiative in customer relationship building programs

4. Proper training should be given to the staff to increase the efficiency.

5. Try to increase the quality of service and reduce the price.

6. Keep good communication during service.

7. The company may try to give service facilities in holidays also for working customers

7. BIBLIOGRAPHY

WWW.GOOGLE.COMWWW.WIKIPEDIA.COMWWW.SKWHEELS.COMWWW.MARUTISUZUKI.COM

WIBLOGRAPHYService sector management textbook (MCOM PART-I)Auto CAR MagazinesNewspaper Articles

7. APPENDICES(S.K WHEELS, AFTER SALES SERVICE)1. Gender : 2. Age group: Below 25 25-35 35-45 45-55 Above 553. Occupation:

4. How do you come to know about S.K WHEELS? Newspaper Friends Relatives Sales executive TV Others

5. Why did you buy a car from S.K. WHEELS? Low price After sales service Attractive brand Location Service quality

6. Communication during service/ repair to keep you updated on progress is Excellent Good Average Below average Poor

7. Complaint handling in S.K. WHEELS Excellent Good Average Below average Poor

8. What is the likely hood of you using S.K. WHEELS for servicing and repairs in the future Very likely Likely May be Unlikely Very unlikely

9. The price charged by the company is reasonable Strongly agree Agree Neutral Disagree strongly disagree

10. From S.K WHEELS, You always get your car after service on the promised time. Strongly agree Agree Neutral Disagree strongly disagree

11. The repair work done after the warranty period is found to be good. Strongly agree Agree Neutral Disagree strongly disagree

12. I never had an experience of getting back my product without proper service Strongly agree Agree Neutral Disagree strongly disagree

13. The repair work is not only focused on the problem area but the entire product will be monitored for avoiding future complaints Strongly agree Agree Neutral Disagree strongly disagree14. The introduction of new products and new offers are informed to the customers Strongly agree Agree Neutral Disagree strongly disagree

15. Can you give any suggestions for improvement?___________________________________________________________________________________________________________________________________

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Strategic management project