Synopsis Manoj

7/30/2019 Synopsis Manoj

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PROJECT REPORT

On

CUSTOMER RELATIONSHIP MANAGEMENT INGULZAR MOTORS

Submitted to

Punjab Technical University, Jalandhar

IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE

AWARD OF THE DEGREE OF

MASTERS OF BUSINESS ADMINISTRATION

(2011-13)

Submitted to

Mrs. Manveen Kaur

Submitted By

Manoj kumar

(ROLL NO.:11204580193)

GUJRANWALA GURU NANAK INSTITUTE OF VOCATIONAL

STUDIES, CIVIL LINES, LUDHIANA


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TABLE OF CONTENTS

CHAPTER

NO.

CONTEXTS

1 COMPANY PROFILE

ABOUT GULZAR MOTORS

2 INTRODUCTION OF CUSTOMER RELATIONSHIP

MANAGEMENT

3CUSTOMER CARE IN GULZAR MOTORS

4OBJECTIVES OF THE STUDY

5RESEARCH METHODOLOGY

QUESTIONNAIRE


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CHAPTER-1

COMPANY PROFILE

ABOUT GULZAR MOTORS

Health and happiness and success depend upon the fighting spirit of each

person. The big thing is not what happens to us in life- but what we do about

what happens to us.

Traditionally the business of distribution was called commerce. Business was

carried out merely as an exchange of commodities. But at present business is going

a complete transformation and covered the concepts of marketing, target, costing,customer satisfaction, and channel of distribution, globalization and the like. No

business empire was established overnight. Here we have taken the case study of

Gulzar Motors Ltd. of how they transformed their traditional business and how, in

turn, they achieved their aims.

Trade and commerce has been recognized since times immemorial. Caveman was

self sufficient and humans did not live in organized groups. With the introduction

of barter system, trade and commerce began. Money was developed as a medium

of exchange and later on a need of uniform currency transaction was required.

Now plastic money has been introduced. Similarly, trade and methods to carry it

out have substantially changed. It is no longer satisfying that a concern is operating

well domestically but global trade ties are being recognized.

In the present world of cut throat competition success of a business depends upon

not only the price tag, but the strategies to satisfy and maintain a customer. Here

we are looking forward to how Gulzar Motors Ltd. began its business and is today

being recognized as a successful enterprise.


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DETERMINATION

Behind any venture, whatever it is there has to be a goal or determination behind it.

Planning and subsequently strategy formation will be fruitful only if there is a

strong goal behind it determination depends upon the intention and thirst to

achieve the goal. Gulzar Motors Ltd. was not formed overnight. It took several

years of determination and hard work to reach its present state.

Initially started with a petrol pump in Ludhiana and moving top Swaraj Tractors

Agency, Gulzar Motors procured Maruti dealership agency in 1997 and then there

was no looking back. Had there been no determination the business and people

behind it could be satisfied with the petrol pump business. To expand any business

you have to expand your ideas to lay down the objectives and aims of the concern.

Only on the basis of these can a business formulate the plans, strategies and

policies.

DIRECTORS AND THEIR BACKGROUND

For efficient management of a company efficient managers with in-depth

knowledge and leadership qualities are required.

Mr. Gurcharan Singh, Managing Directors is also the proprietor of M/s Gulzar

Trading Co.Mr. Harkirat Singh who is an MBA is the chief executive officer and

an experience of 8 years in the group. The third director is Mr. Surinder Pal Singh

who has great experience in this industry.

Gulzar group consists of Gulzar service station which is actively dealing in petrol

station since 1968. Gulzar Trading Co. which has been an authorized dealer of

Swaraj since 1993. Gulzar Motors Ltd. is dealing in Maruti Agency since 1997.

People who accept responsibility are the people who are making in the most

of their lives.


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Like an efficient organization the management of Gulzar Motors Ltd. is competent

in spirit and progressive in knowledge. That is how the talent of employees is

being made full use of. Control of an organization in able hands can ensure its

progress in a short span of time. Team work has been possible and proper

delegation and decentralization of work has been possible. The shared goals of the

organization have been properly laid down.

In a positive environment a marginal performers output goes up. In a

negative environment a good performers output goes down.

It is the ability and farsightedness of the management that makes the business a

success. Transformation and change in a business is possible only when the

management approach towards it is inviting. It is on the part of management to

make the most of their talents. Gulzar Motors Ltd. is dealing in Maruti Agency

since 1997. All the directors are knowledgeable about the company and have

strong base in management knowledge. The whole planning was confined to the

top management o the organization and appropriate delegation was\made to the

lower levels depending upon its structure.


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Chapter-2

INTRODUCTION OF CUSTOMER RELATIONSHIP

MANAGEMENT

Customer Relationship Management may be defined as the infrastructure that

enables the delineation of and increase in customer value, and the correct means by

which to motivate valuable customers to retain the loyal ones to buy again (Dyche,

2002). CRM is an enterprise approach to understand and influence customer

acquisition, customer retention, customer loyalty and customer profitability. The

corner stone of CRM is an enterprise wide approach where everyone in the

organization, connected directly or indirectly with the customer, has to contribute

to the success of the initiative. CRM allows service provides to become more

knowledgeable about their customers requirements and needs. Knowledge of the

customer, combined with social rapport built over a series if services encounter

facilities the tailoring or customizing of services to the customer specifications.

Customer Relationship is a concept that listens to the customer; documents the

problem and solutions, changes the organization behavior and responds to build a

healthy relationship. CRM has also been defined as the ongoing process of

engaging in cooperative and collaborative activities and program with customer to

create and enhance mutual economic value at reduced cost. It means attracting,

retaining and enhancing relationships with customer by developing customer-

centric process. Attracting customers is considered to be an intermediate step in the

relationship building process with the ultimate objective of increasing customer

loyalty. Therefore, many companies are now paying more attention to their

relationship with existing customers, to retain them and to increase their share of

customers purchase.


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Need for Customer Relationship Management

In the era of competition, a successful organization will be differentiated from

others on the basis of the services quality and the value accretion accorded to the

customer. The service quality does not confine itself to after sales service. In

fact, the service commences even before the sale is concluded. The concept of

Relationship Marketing advocated the creation of a conducive situation where by a

customer is enabled to arrive at a purchase decision, which is favorable to the

organization. A customer who is convinced that the product purchased adds value

to his/her convenience and peace of mind is likely to continue the relationship with

the organization for along time. Indeed, the relationship flourishes into a life-long

partnership.

In order to build a long relationship in dynamic market conditions, the organization

has to add values to the services offered to the customer that need constant

evaluation and up-gradation. The customer value relates to choice, convenience,

information, various enablements and most important the relationships. Value is

considered to be an important constituent of relationship management. It also,

determines the ability of the company to provide superior value to its customers.

Another important aspect of Relationship Marketing is Customer Retention.

From the point of view of cost, the existing customer contributes more to the

bottom line and acquiring a new customer is costly proposition. A satisfied,

lifelong customer leads to up-selling and referrals which would pave the way for a

strong customer base and its expansion. Up-selling means motivating the existing

customers to trade up for more profitable products. Cross-selling on the other hand

means selling a product to a customer as a result of or along with other purchases.

Referrals mean satisfied customer referring the use of companys product(s) to

prospects.


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BENEFITS OF CRM

CRM has fundamentally changed the way we market. The highest art of CRM is to

come up with a personalized offer that a customer is likely to accept. CRM

enhances the practical value of marketing through efficient performance of the

following tasks.

1) Managing customer relations in a proper way to track the buying pattern andoverall relationships with the existing customers.

2) Customizing services, promotions, and pricing to customer specific needsand requirements.

3) Coordinating and integrating the delivery of multiple services to the samecustomer.

4) Developing a two-way communicating channel viz. company to thecustomer, and customer to the company.

5) Ensuring the minimization of service errors and breakdowns.6) Providing core services with extra value offerings to the customers.7) Personalizing the customer service encounters as appropriately as possible.


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CHAPTER-3

Customer care in Gulzar motors.

Customer Relationship management includes many aspects which relate to

another:-

Front office operations- direct interaction with customer, e.g. face to facemeetings, phone calls etc.

Business relationshipInteraction with other companies and partners, suchas suppliers and retail outlets, industry networks.

Analysis- Key CRM data can be analyzed in order to plan target- marketingcampaigns, conceive business strategies and judge the success of CRM

activities.

Types of CRM

Operational CRM provides support to front office business processes, e.g.to sales, marketing and service staff. Interactions with customers are

generally stored in customers contact histories, and staff can retrieve

customer information as necessary. The contact history provides staff

members with immediate access to important information on the customers.

Managing campaigns Enterprise marketing automation Sales farce Automation Sales management system


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Analytical CRM

Analytical CRM Analyzes Customer data for a variety of purposes:

Designing and executing targeted marketing campaigns.Designing and executing campaigns, e.g. Customer acquisition, cross-

selling, up- selling.

Management information system e.g. financial forecasting and Customerprofitability.

Sales intelligence CRM-

Sales intelligence CRM is similar to Analytical CRM, but is intended as a more

direct sales tool.

Features include alerts sent to sales staff regarding: Grossselling/up selling /switch- selling opportunities. Customer drift Sales performance Customer trends Customer margins Customer alignment


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CHAPTER-4

OBJECTIVES OF THE STUDY

To study the history and achievements of Gulzar Motors. My objective is to deepen my knowledge in studying organization behavior

and how it works.

I also want to study what efforts Gulzar Motors are making to satisfy theircustomers.

To study the customer satisfaction with respect to the CRM practicesfollowed by gulzar Motors.

To study the efforts that the company is incurring to retain exiting thatcustomers and to attract new customers.

To understand the efforts that the company is spending on searching newcustomers.

CHAPTER-5


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RESEARCH METHODOLOGY

MEANING OF RESEARCH

Research refers to a search for knowledge. It can also be defined as a scientific andsystematic search for relevant information on a topic. In fact it is an art of scientific

investigation. Research methodology is prepared to describe not only the research

procedure and method adopted for the achievement of the project but also the logic

behind the use of this method so that the result can be capable of being evaluated

by the others. Its main aim is keep the research on the right track. It includes

research design, sampling procedure, and method of data collection and analysis

procedure pertaining to the act.

SURVEY METHOD:

The survey method was selected to obtain the needed information by asking the

questions to the respondents through the questionnaire developed. Surveys are

generally conducted both in qualitative and quantitative researches. After decision

about the sampling, the questionnaire was designed and the respondents were

conducted to answer the questions. This process of getting the answers is known

as interviewing.

Two significant factors affects the effectiveness of a survey method is:

Wording of questionnaire (it must be such that it extract desired informationaccurately and unbiased.)

Ability and willingness of the respondent to give accurate and unbiasedinformation.

SOURCE OF DATA COLLECTION


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Data or information is important tool for success of the study; moreover it reduces

uncertainty in decision- making process. In order to make meaningful research a

suitable methodology has been adopted. Both primary and secondary sources

have been used in order to collect vital information about the respective study.

PRIMARY SOURCE

Maximum data collected in the study is primary data, which is collected through

survey through questionnaire.

SECONDARY SOURCE

In this study the secondary data is collected through internet sites, book, journals

and newspaper.

SAMPLING TECHNIQUE

A sample of50 respondents was chosen based on convenient sampling technique.

CONVENIENT SAMPLING TECHNIQUE

It is used in exploratory research where the researcher is interested in getting an

inexpensive approximation of the truth. As the name implies, the sample is

selected because they are convenient. This non- probability method is often used

during preliminary research efforts to get estimate of the results, without incurring

the cost or time required to select a random sample.

QUESTIONNAIRE


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Name ______

Age ______

Occupation ______

Sex Male/ Female

Income status ______

Address ______

Q.1. When you go to showroom the person deal with you is

knowledgeable?

Strongly disagree ____________

Disagree ____________

Neither or nor agree ____________

Agree ____________

Strongly agree ____________

Q.2. Display of merchandise is attractive?

Yes ____________

No ____________

Q.3. Availability of the product?Yes ____________

No ____________


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Q.4. Vehicle in good conditions?

Yes ____________

No ____________

Q.5. Is the Gulzar Motors give you attractive discounts offers?

Yes ____________

No ____________

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Synopsis Manoj