A study on the sales and marketing challenges with reference to KBS Tata Motors A PROJECT REPORT ON A PROJECT REPORT ON “A study on the sales and marketing challenges with reference to KBS Tata Motors” 5 9 SUBMITED BY: Priya Upadhyay Sangeeta Rajbonshi Neha Gupta Beronica pariat A report submitted in partial fulfilment Of the requirement of The BBA Program (The Class of 2011-2014) ICFAI University Meghalaya DECLARATION BBA SEMSESTER IV SUMMER PROJECT 2 We hereby declare that the Project Work entitled “A study on the sales and marketing challenges with reference to KBS Tata Motors” Submitted to the ICFAI University Meghalaya, Shillong campus, in partial fulfilment of the requirements for the award of the BBA Program is our original work and has not been submitted elsewhere. PRIYA UPADHYAY {151110920070} SANGEETA RAJBONSHI {151110920072} 5 9 NEHA GUPTA {151110920067} BERONICA PARIAT {151110920039} Students of BBA Semester IV The class of 2011-14 The ICFAI University Meghalaya Shillong BBA SEMSESTER IV SUMMER PROJECT 2 TABLE OF CONTENTS 5 Terms of Reference 6 Preface 7 Acknowledgment 8 Executive Summary 1 Introduction 9 Study Area 10 Statement of the problem 10 Objectives 11 Limitations of the study 11 5 9 Methodology 12 Sources of data 12 2 Company profile 13 Tata motors (group profile) 14 KBS Tata motors 15 Team work in KBS motors 16 3- types of forms 17 Tata cars in India 18 3 Main element in a car 19 Chassis 20 Engine 23 Steering 25 4 Sales 27 Tata product knowledge 33 Process of sales 37 Promotion BBA SEMSESTER IV SUMMER PROJECT 2 5 Marketing challenges as a new 40 dealer Competition 41 Challenges 41 6 KBS Motors finance and insurance 42 7 Service of KBS motors 45 8 Pixel 47 9 Manufacturing of Tata vehicle 52 10 Subsidiaries 57 11 Tata & Jaguar & Land Rover 59 5 12 Approach 9 62 13 Resource sustainability 65 14 Policies 67 15 Milestones 2013 69 16 SWOT analysis 71 17 Analysis and interpretation 74 18 Findings & recommendations 87 19 Conclusion 90 20 Annexure1- project proposal 92 21 Annexure2- structured schedule 95 22 Bibliography 98 BBA SEMSESTER IV SUMMER PROJECT 2 Terms of Reference In accordance with the instructions of ICFAI University Meghalaya, to prepare a Summer Project for the partial fulfilment of the BBA Programme, a Project on “A study on the sales and marketing challenges with reference to KBS Tata Motors” is 5 completed. 9 The Project is based on the results of a wide survey conducted through Structured Schedule or Personal Interview, taking Sample of One Hundred (100) Consumers of TATA cars. PRIYA UPADHYAY NEHA GUPTA SANGEETA RAJBONGSHI BERONICA PARIAT BBA SEMSESTER IV SUMMER PROJECT 2 PREFACE This project has been created to understand “the sales and marketing challenges with reference to KBS Tata Motors”. During the project a market research was done to analyse the present marketing challenges faced by KBS Motors and also to know in detail about sales. With the help of KBS Tata Motors showroom situated in Mawblei we have tried our level best to achieve our goals. The Company guide Ms. Annynette Lyngdoh helped us and guided us throughout the project. A similar kind of help was given to us by the Sales Managers and Team Leaders we were assigned to. Their suggestions and guidance enabled us the opportunity to interact with customers in the city and helped make our study a successful and a better project. They took us along with them on any event that was organised in the city and this gave us the opportunity to get to know the customer’s preferences in different areas and perspective 5 depending on their background, income capacity and choice of vehicle. 9 During the project we tried to gather the information from different sources. We took most of the information from the Training Manager, Sales Manager, Team leaders and the customers who visited the events. The rest of the information was collected from TATA Motors website. We tried our best to give important information about the sales aspect of KBS Tata Motors. Through this project we hope to shed some light on the marketing challenges that the company is facing and also strategies they are following in order to keep its standards above all the other companies providing the best service in town. The information shared in this project aims and hopes to be useful for future reference for both KBS Motors and us. This project was compiled, edited and prepared in about 2months. The time period given to us was strictly followed and managed. This project is prepared for the sole purpose of learning and gaining more knowledge and giving us our first glimpse into the management world. BBA SEMSESTER IV SUMMER PROJECT 2 ACKNOWLEDGEMENT We have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. We would like to extend our sincere thanks to all of them. It has been great honour and privilege to undergo training at KBS Tata Motors. We are very much thankful to the company for providing all facilities and support to meet our project requirements. We acknowledge with deep gratitude the guidance and help provided to us by our reverend faculty guide Madam Lupa for the valuable inputs, guidance, advice and technical support throughout the development of my project. We would like to take opportunity to express our humble gratitude to the training manager Ms. Annynette Lyngdoh whom we executed this project. Her constant guidance and willingness to share her vast knowledge made us understand this project 5 9 and its manifestations in great depths and helped us to complete the assigned tasks. We are highly thankful to our different sales managers and team leaders we were assigned to whose invaluable guidance helped us understand the project better. We would like to extend our gratitude to the GM Mr. Suraj Gajemer and HR _________________________of KBS Tata Motors who has given us the opportunity to work in the showroom. We would also like to take opportunity to extend our heartiest gratitude to the MD Mr. KitBok Sympli for allowing us to work in the company. We would like to express our special gratitude and thanks to company persons for giving us such attention and time. I do also acknowledge with sincere gratitude the guidance of our Deputy Registrar Dr. Alicia Gatphoh without whose inspiration and guidance this project was not possible to complete. Our acknowledgement is also due to our parents who helped us in searching materials on websites for this project work and in making it presentable. We would also like to express our sincere thanks to our classmates and group members without whose support; this project would not have been successful. Last but not the least; we would like to extend our heartiest gratitude to all those who gave their utmost cooperation during the development of our project. Although there may be many who remain unacknowledged in this humble note of gratitude there are none who remain unappreciated. BBA SEMSESTER IV SUMMER PROJECT 2 BBA SEMSESTER IV SUMMER PROJECT 2 95 SUMMARY In this Project we have provided various kinds of information facts and figures about KBS Tata Motors. We have given information about the history of TATA MOTORS, KBS MOTORS. We gave some information about the various networks of Tata, also discussing about the sales and profits earned by the company, various models of Tata launched in India and the models presently being sold at KBS motors. We have also tried to highlight the marketing challenges faced by the company. SWOT on the KBS MOTORS showroom is also provided in order to clearly give a view about the company and shows and creates an immediate image of the company. We discussed about the sales and the different strategies followed by the company in order to be superior when compared to the other showrooms in the town. We also tried to find out the collective workings of the employees of the organization and the way the employees are working as a team complementing each other with skills, efficiency and effectiveness. We tried to find out the insecurity and5 unease that 9 may arise in the minds of the customers after buying a car from TATA and a question which may arise in the minds of the customers that, Was the deal of buying a car from TATA worth the amount the customers paid? We prepared a questionnaire for the TATA customers with a sample size of hundred questionnaires for the customers who already own a TATA car in the Shillong city. We tried to cover up all the necessary aspects related to the showroom and tried to explain all the necessary things which came up from the data collected through the questionnaires. We have worked as sales personnel’s in the showroom and had a great experience of actual work done in an automobile company. In this project we tried to find out how the sales in a company is carried out and also to know the marketing challenges it faced in order to survive the competition in the city. We have also done a brief study on NANO as it is presently the cheapest car and affordable by a middle class family. We have also mentioned about the different steps taken by TATA for resource sustainability and the milestone it has achieved. We have also tried to cover the services provided by KBS Motors. BBA SEMSESTER IV SUMMER PROJECT 2 Chapter-1 INTRODUCTION 5 9 BBA SEMSESTER IV SUMMER PROJECT 2 STUDYAREA We are doing this study on the sales and marketing challenges with reference to KBS motors situated in the Mawblei area of Shillong on the NH 44.