MARUTI SUZUKI SEGMENTATION AND SALES TREND
Amit Kumar Pathak
20015775-about-maruti-suzuki.doc (Size: 1.39 MB / Downloads: 231)
In this project we are trying to find the segmentation of cars done by Maruti Suzuki and its effect on customer we are also trying to study the sales trend followed by Maruti Suzuki. In our study we had followed different method to find and analyze the data we are using primary data as well as secondary data. Before our study lots of study is being done but no one had tried to research on Maruti Suzuki segmentation and its effect on sales trend. We had used the questionnaire method to study the Maruti sales trend we had asked question to dealers. In pune Maruti has six showroom we visited them and tried to know that what are the cars which they are selling more what is the sales trend of Maruti which kind of cars customer is demanding and why. What modification should Maruti make in its cars to take an edge over competitors? We are also using secondary data to analyze the sales trend of Maruti Suzuki. In which we had studied the Maruti shares condition in the market. Its profit and lose its market share and many more. We had analyzed where Maruti having an edge over competitor and where it is lacking behind. How it would improve its sales trend. What are analyzing the future prospects of Maruti in Indian cars market.
The Indian Automobile Market is expected to grow at a CAGR of 9.5 percent amounting to Rs. 13,008 million by 2010. The Commercial Vehicle Segment has been contributing to the automobile market to a great extent.
Many foreign companies have been investing in the Indian Automobile Market in various ways such as technology transfers, joint ventures, strategic alliances, exports, and financial collaborations. The auto market in India can boast of attractive finance schemes, increasing purchasing power, and launch of the latest products.
Total sales of major car manufacturers in India registered a figure of 0.674 million units at the end of March, 2007. The number of car exports in India was 39,295 units. General Motors, Maruti, and Honda accounted for 60 percent of the market sales at the end of April, 2007. There has been an increase in the purchase of motorcycles and cars both, in the rural as well as urban areas.
Maruti Suzuki is India’s No. 1 customer satisfaction car company. Its sale is more than 50% of care of Indian car market. But now it is getting a good competition with other new car company and foreign companies and its sales is going down because other car companies are trying to present different types of new car in different segment. So in our study in we had tried to study Maruti Suzuki segmentation of cars and its sales trend and its effect on customer. This project is all about segmentation and sales trend study of Maruti Suzuki. Through our study we are trying to analyze the customer demand in different segments and advancement required in Maruti’s segmentation. We are also analyzing Maruti Suzuki sales trend. We had visited different dealers of Maruti Suzuki in pune and asked some question and based on that we are tying to analyze the data and sales trend of Maruti Suzuki. We had also collected some secondary data of different study done on Maruti Suzuki and based on that we are trying to present the sales trend analysis of Maruti Suzuki.
The main objective of the study is to recognize the sales trend and segmentation of Maruti Suzuki .
Special challenges that must be identified and addressed:
• To know the segmentation and sales trend of Maruti Suzuki.
Along with this we are trying to assess company’s performance compared with that of the competition..
• To know the way Maruti has segmented its cars
• To know the areas in which the dealers satisfy their customer and the areas that they do not satisfy.
• To come out with the conclusion and recommendations based on the analysis and interpretation.
In our market research process we had followed different steps of marketing research, such as :-
There are six steps involve in effective marketing research process:
Define the problem and research objectives It is extremely important to define the problem very clearly. The Objectives of the research have to be very clearly defined. No amount of Vagueness is acceptable here. More specifically defined the objectives would be to find out the kind of accounts being closed down and the objective would be stated as “To study the reasons for closure of savings accounts in urban and metro areas”.
Develop the research plan The second stage of marketing research calls for developing the most efficient plan For gathering the needed information. The marketing manager needs to know the Cost of the research plan before approving it. Designing a research plan calls for Decisions on the data sources, research approaches, research instruments, Sampling plan, and contact methods.
Data sources: - The researcher can gather secondary data, primary data, or both. Secondary data are data that were collected for another purpose and already exist somewhere. Primary data are data freshly gathered for a specific research Project.
Research approaches: - Primary data can be collected in five main ways: through Observation, focus groups, surveys, behavioral data, and experiments.
Research instruments:- Marketing researchers have a choice of three main research Instruments in collecting primary data:
a) Questionnaires: - A questionnaire consists of questions presented to respondents for their answers. Because of its flexibility, the questionnaire is by far the most common Instrument used to collect primary data. Questions can be open-ended or closed-Ended.
b) Qualitative measures: - Some marketers prefer more qualitative methods for gauging consumer opinion because consumer actions do not always match their answers to survey questions. Qualitative research techniques are relatively unstructured measurement approaches that permit a range of possible responses, and they are a creative means of ascertaining consumer perceptions that may other-Wise be difficult to uncover.
c) Mechanical devices: -Mechanical devices are occasionally used in marketing research .Mechanical devices like galvanometers measure the respondent’s interest or emotions aroused by exposure to a specific ad or picture.
Sampling plan: - After deciding on the research approach and instruments, the marketing researcher must design a sampling plan. This calls for three decisions:
a) Sampling unit: - Who is to be surveyed? The marketing researcher must define the target population that will be sampled.
b) Sample size: - How many people should be surveyed? Large samples give more reliable results than small samples. However, it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results
c) Sampling procedure: - How should the respondents be chosen? To obtain a representative sample of the population should be drawn. Probability sampling allows the calculation of confidence limits for sampling error. Some marketing researchers feel that no probability samples are very useful in many circumstances, even though they do not allow sampling error to be measured.
Contact methods:- Once the sampling plan has been determined, the marketing researcher must decide how the subject should be contact:
a) Mail questionnaire: - The mail questionnaire is the best way to reach people who would not give personal interviews or whose responses might be biased or distorted by the interviewers. Mail questionnaires require simple and clearly worded questions.
b) Telephone interview: - Telephone interviewing is the best method for gathering information quickly; the interviewer is also able to clarify questions if respondents do not understand them. The response rate is typically higher than in the case of mailed questionnaires.
c) Personal interview: - Personal interviewing is the most versatile method. The interviewer can ask more questions and record additional observations about the respondent, such as dress and body language. Personal interviewing takes two forms. In arranged interviews, respondents are contacted for an appointment, and often a small payment or incentive is offered. Intercept interviews involve stopping people at a shopping mall or busy street corner and requesting an interview.
d) Online interviews: - There is increased use of online methods. There are so many ways to use the Net to do research. In this method, researcher can include a questionnaire on its Web site and offer a people to answer the questionnaire.
Step 3:-Collect the information
The data collection phase of marketing research is generally the most expensive and the most prone to error. In this case of surveys, four major problems arise. Some respondents will not be at home and must be contacted again or replaced. Other respondents will refuse to cooperate. Still others will give biased or dishonest answers. Finally, some interviewers will be biased or dishonest. Getting the right respondents is critical. It is important to recognize that not everyone in the sample population will be online.
Step 4:-Analyze the information
The next-to-last step in the process is to extract findings from the collected data. The researcher tabulates the data and develops frequency distributions. Averages and measures of dispersion are computed for the major variables. The researcher will also apply some advanced statistical techniques and decision models in the hope of discovering additional findings.
Step 5:-Present the findings
As the last step in marketing research, the researcher presents his or her findings to the relevant parties. The researcher should not overwhelm management with lots of numbers and fancy statistical techniques, but rather should present major findings that are pertinent to the major marketing decisions facing management.
Step 6:-make the decision
The managers who commissioned the research need to weigh the evidence. If their confidence in the findings is low, they may decide against introducing the in-flight internet service. If they are predisposed to launching the service, the findings support their inclination. They may even decide to study the issues further and do more research. The decision is theirs, but hopefully the research provided them with insight into the problem.
Along with this there may be 3 type of research methodology these are :-
They are –
• Exploratory Research
• Descriptive Research
• Casual Research
Our research is based on the exploratory research.
“ the objective of this research is to gather preliminary information that will help us to define the problem and to suggest any hypothesis.”
Which means first we have to define the problem and research objective . then we have to develop the research plan for collecting information. Now after collection data we have to interpret those data for any suggestion,