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Customer Relationship Management ( Crm ) PROJECT REPORT ON CUSTOMER RELATIONSHIP MANAGEMENT ( CRM ) WITH REFERENCE TO AUTOMOTIVE MFRS PVT. LTD. (Authorised dealer for Bajaj Auto Ltd.) ♦ PREPARED BY ♦ MR. DHOLAKIA NIMIT B. T.Y.B.B.A ♦ COLLEGE ♦ SMT. M.T.DHAMSANIA COLLEGE OF COMMERCE RAJKOT. ♦ SUBMITTED TO ♦ SAURASHTRA UNIVERSITY ♦ GUIDED BY ♦ DR. TUSHAR HATHI ACADEMIC YEAR: 2004-05 ROLL NO: 7 SEAT NO: COLLEGE CERTIFICATE This is to certify that the industrial practical training report on “Customer Relationship Management” undergone at Automotive MFRS Pvt. Ltd. is the original work of Mr. Dholakia Nimit B. of T.Y.B.B.A. This report is prepared under my guidance and supervision. This work is submitted to the University as part of curriculum to go through in the examination. Project Incharge Principal (Dr. Tushar Hathi) (T.T.Raiyani) DECLARATION I the undersigned, Dholakia Nimit B., the student of T.Y.B.B.A. hereby declare that the project report presented here is my own work and have been carried out under the supervision of Dr. Tushar Hathi of Smt. M.T.Dhamsania commerce college. This work has not been submitted to any other university for any other examination. Date: ( Dholakia Nimit B.) Place: Rajkot PREFACE The fact is crystal clear that only reading is not sufficient enough for any personal growth. Specially in the field of management, practical knowledge is the preliminary requirement. As a student of the management field, it is very necessary for me to get the training. A man read the book about swimming and jumps into pool to swim; obviously he can not swim properly because only the theoretical knowledge does not make a man perfect. The same rule applies here. As the student of third year B.B.A. class we are provided a very good source of theoretical knowledge during period hours. But practical knowledge can be got only through industrial training. And for this shake, I have got training in Automotive MFRS Pvt. Ltd. – Rajkot. ( Dholakia Nimit B. ) ACKNOWLEDGEME NT First of all, I am really very much thankful to my parents and family. Actually this word ‘thank you’ is much limited to show my feelings. Without these people I would be nothing. By whose efforts, I have reached at this stage and I know their blessings are always with me. I am very much thankful to the authority of the college who gave me a chance to make this kind of report. I like to give special thanks to our professor cum guide Dr. Tushar Hathi with whose guidance I can make this report. I am also very much thankful to the authority of the unit who allowed me to get training in Automotive MFRS Pvt. Ltd. and much thanks to Mr. Prasant and other staff members of AMPL because they devote their valuable time for me and help me to understand various components like Marketing, customer care and other related activities. I had tried my best to understand the topic which I have selected in the reference to Bajaj Auto Ltd., a leading two wheeler Manufacturer and its dealer “Automotive MFRS Pvt. Ltd.” I tried my best to include all the information as possible. Date: Place: Rajkot INDEX 1. A GLIMPSE OVER THE AUTO INDUSTRY. 2. GENERAL INFORMATION . ABOUT BAJAJ AUTO LIMITED . ABOUT THE AUTHORISED DEALER “AUTOMOTIVE” . ORGANISATION STRUCTURE . PRODUCTS AND SERVICES 3. CUSTOMER RELATIONSHIP MANAGEMENT . EVALUATION & PHILOSOPHY OF CRM . CUSTOMER RELATIONSHIP MANAGEMETN – WHY? . CUSTOMER RELATIONSHIP MARKETING . CRM AT AUTOMOTIVE MFRS PVT. LTD. 4. ANALYSIS OF CUSTOMERS’ VIEW 5. SWOT ANALYSIS A GLIMPSE OVER THE AUTO INDUSTRY AS A WHOLE IN INDIA The term automotive industry refers to the industries related to motor vehicles. It may be of two wheelers, three wheelers, four wheelers or six wheelers (commercial) etc. We can see that the vehicles are involved in human beings day to day life as they are the basic requirement. If we talk about the big cities, the citizen can not run without vehicle. Even in the rural area, the craze of motor vehicle is growing. Before some year it was considered as a status symbol but now it is the preliminary requirement for students and working women. Because of this huge demand, newer and newer innovations, technologies and product development are taking place in this field. And obviously for a successful market player it generates a great profit. But one fact is also that this business requires a wide technical knowledge as well as market knowledge. Futures prospective are more profitable for the unit which has already established their feats on the land of automotive industry. Now talk particularly for the Indian industry. In recent study done for automotive component Manufacturers’ Association (ACMA) of India, consultancy major Mckinsey has predicted that the auto component industry will grow from $ 6.7 billion in 2004 to $ 33-40 billion by 2015. This growth will lead to the creation of 2.5 million to 3 million jobs and raise India’s G.D.P. growth by 0.5%. This is one of the examples of the industry in India. The industry’s output has risen at a compounded annual growth rate (CAGE) of 22% over the past five year. Exports have registered CAGR of 30% in 2003-04 total output was $ 6.7 million and export amounted to $ 1 billion. The sector has evolved in landem with the local automobile industry. In the 1970s, the customer had two car models to choose from; today, he has 42. The two wheeler segment was dominated by one player; today, most large international two wheeler manufacturers are here. The auto component manufacturers were quick to adopt themselves to the new environment after the opening up of the economy first they took the help of Japanese manufacturers and now they have themselves began to adopt global Technologies and manufacturing processes. They have now achieved international standard in quality, environmental safeguards and in best practices on the shop floor. Acknowledging that Indian companies are now globally competitive, the largest original equipment manufacturers (DEMS) have tied up with them for their global supply chain. In the 90s, India’s total automobile export amounted to $ 200 million and approximately 80% of it was for the after market (where standards are less exacting compared to that required by OEMS) Today, of India’s $ 1 billion, 60% is for OEMS. Talking about the automobile industry in the coming years, the market for passenger cares is expected to reach two million by 2009-10 and three million by 2014-2015. By later date, the commercial vehicle market is forecasted to reach 500000 to 600000 and two wheelers will touch the 9 million mark. Even if we are able to acquire 4% of the market of $ 20-25 billion. If all goes right, we could see the emergence of a couple of Indian MNCs in components manufacturing. But, the mindset that we can be a global player must prelate down to lowest level. Annual investment to the tune of $ 1 billion to $ 1.5 billion will have to be made every year for next 7-10 years. The industry will have to adopt a futuristic approach of putting capacity in advance in orders to cash in the opportunities coming out way. This is in sharp contrast to the present conservative approach of Indian business. ABOUT BAJAJ AUTO LTD. The Bajaj Group is amongst the top 10 business houses in India. Its footprint stretches over a wide range of industries, spanning automobiles (two-wheelers and three-wheelers), home appliances, lighting, iron and steel, insurance, travel and finance. The group’s flagship company, Bajaj Auto, is ranked as the world’s fourth largest two- and three- wheeler manufacturer and the Bajaj brand is well-known in over a dozen countries in Europe, Latin America, the US and Asia. Founded in 1926, at the height of India's movement for independence from the British, the group has an illustrious history. The integrity, dedication, resourcefulness and determination to succeed which are characteristic of the group today, are often traced back to its birth during those days of relentless devotion to a common cause. Jamnalal Bajaj, founder of the group, was a close confidant and disciple of Mahatma Gandhi. In fact, Gandhiji had adopted him as his son. This close relationship and his deep involvement in the independence movement did not leave Jamnalal Bajaj with much time to spend on his newly launched business venture. His son, Kamalnayan Bajaj, then 27, took over the reins of business in 1942. He too was close to Gandhiji and it was only after Independence in 1947, that he was able to give his full attention to the business. Kamalnayan Bajaj not only consolidated the group, but also diversified into various manufacturing activities. The present Chairman and Managing Director of the group, Rahul Bajaj, took charge of the business in 1965. Under his leadership, the turnover of the Bajaj Auto the flagship company has gone up from Rs.72 million to Rs.46.16 billion (USD 936 million), its product portfolio has expanded from one to and the brand has found a global market. He is one of India’s most distinguished business leaders and internationally respected for his business acumen and entrepreneurial spirit. LAST FIVE YEARS’ PERFORMANCE IN NEW LAUNCHING 2004 2004 September Bajaj Discover DTS-i launched August New Bajaj Chetak 4 stroke with Wonder Gear launched May Bajaj CT100 Launched January Bajaj unveils new brand identity, dons new symbol, logo and brandline 2003 October Pulsar DTS-i is launched October 107,115 Motorcycles sold in a month. July Bajaj Wind 125,The World Bike, is launched in India February Bajaj Auto launched its Caliber115 "Hoodibabaa!" in the executive motorcycle segment.
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