final project
TRANSCRIPT
INTERNSHIP IN
“INDUS MOTORS Pvt.Ltd”
A report submitted in partial fulfillment of the requirement for the
MBA degree of Bharathiar University.
By
ANEESH B
Reg. No.:10P35F1026
August 2011
GAIN MORE KNOWLEDGEREACH GREATER HEIGHTS
Presidency College , Kempapura - Hebbal ,Bangalore – 560024
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DECLARATION
I, hereby, declare that this Internship report titled organization study is
prepared by me in “INDUS MOTORS Pvt .Ltd”, Bangalore during the
Academic year 2011-2012 under the able guidance of faculty Dr. Rajiv R K Massey
Presidency College, Bangalore, as partial fulfillment of requirement of the award of
Master in Business Administration of Bangalore University.
I also declare that this project is the result of my own and has not been
submitted to any other university or institution for the award of any degree or
diploma.
ANEESH B
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ACKNOWLEDGEMENT
This project has been an educating experience for me. I have learnt patience,
diligence and tenacity. On the path of learning, the presence of an experienced
guide is indispensable.
I would like to thank my guide Dr. Rajiv R K Massey for his valuable support and
guidance.
I would also like to thank “INDUS MOTORS Pvt Ltd”, Manager, Mr. Aslam
for his corporation and suggestions.
Words are not enough to express our gratitude to Presidency College ,Director
Mr. Brahm Sharma and other staff members of MBA department and each one of
them whose valuable suggestions and hints has really made this project come true.
Last but not the least , I would like to thank my friends for their help and support, without which the completion of this project would not have been possible.
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TABLE OF CONTENTS
SR. NO.
CONTENTSPAGE NO.
1 COMPANY PROFILE 5-25
2 ORGANISATIONAL STRUCTURE 26-28
3FUNCTIONAL AREAS(DEPARTMENT AND DIVISION)
29-51
4SWOT ANALYSIS,VISION, MISSION, GOALS AND OBJECTIVES
52-57
6 FINDINGS AND SUGGESTIONS 58-60
7 CONCLUSION 60-61
8 BIBLIOGRAPHY 62-63
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CHAPTER – I
COMPANY PROFILE
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INDUSTRY PROFILE
GLOBAL CAR INDUSTRY
The passenger car segments has emerged as a major driving force for upstream
industries like steel, rubber, plastics, glass, and electronics and downstream
industries like advertising and marketing, transport and insurance. The car industry
generates large amount of employment opportunities in the economy.
The global automotive car market is growing at a rate of only 2 percent per annum
and it is not expected to pick up in the near term. Growth has dropped due to the
increasing level saturation in the larger car market of the world. Worldwide the trend
is towards ensuring that one’s products are superior in terms of quality. This will
enhance the useful life of cars and hence, slow down growth is sales. The world car
production increased from 44.66 million in 1996 to an estimated 48.30 million cars in
1999. Japan, Canada and USA brought about the major increases, which contribute
to 53% of the world’s car production.
The USA and Japan are the leaders with around 42% of the total world market.
However, since the last two or three years, the international passenger car industry
has been witnessing an over capacity of more than 30%. The trend suggests that
industry volumes may grow by just 2% or around 10 million vehicles per year. If this
situation continues for the next few years the world car market may witness shakeout
in the near future. Already signs towards these are being observed as the
phenomenon of mergers catches on. The recent mergers in the international car
market are Ford- Volvo, Renault- Nissan and Daimler-Chrysler. Among the top car
manufacturing companies General Motors and Ford Motors group of USA lead with a
contribution of 15.8% and 11.6% of world car production, respectively. Volkswagen
and Toyota stand third and fourth more than 9% contributions each to the world car
production.
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The global domination of the larger automotive manufacturer is slowly on the wane
and the trend in sakes is shifting towards more “ regiocentric ” products. Automakers
that have been enjoying a generally prosperous spell would have to rethink on the
way vehicles are designed, manufactured, distributed or sold. Already, players like
General Motors Volkswagen and Toyota have begun to re-examine their dealer
relationship and pricing strategies. Carmakers would now have to think in terms of a
new customer focus and provide better financing and servicing. Strategic tie-ups,
mergers and acquisitions have become a talk of the day. A few instances are
Daimler Benz’s tie-up with Chrysler of the US, Ford’s acquiring of Daewoo and tie-
ups with Volvo Car Corporation and Renault acquiring a stake in Nissan. Such deals
will certainly lead to economy in terms of costs but remains to be seen whether they
will also create significant new opportunities for growth.
With global consolidation in the car industry, it is expected that more international
player will work closely to bring about operational efficiencies. By nature the car
industry is highly capital intensive and vast amount of money are being spend on
R&D. with the players getting together to produce more technologically superior cars,
they can drive greater benefits from their R&D efforts. Profits, which are under
pressure due to wafer thin margins, will be boosted due to greater economies of
scale. Moreover, bigger capacities among player’s means lesser fixed cost per
produced. Even if mergers are not on the near future, technology sharing and the
offering of equity stakes is inevitable.
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THE BIRTH OF AUTOMOBILE
In the early 15th century the Portuguese arrived in china and the interaction of two
cultures lead to a variety of new technologies, including the creation of a wheel that
turned the generation. By 1660’s a full sized engine powered vehicle was created.
By the mid 15th century the idea of the self propelled vehicle have been put into
action with the development of experimental vehicles powered by means of springs,
clock works and etc..
Nicolas Joseph Cugnot of France is considered to have invented the first true
automobile in 1769, designed by Cugnot and constructed by M. Berzin, it is also the
first American who obtained patent for self propelled carriage which could attain
speeds up to 6km/hour. The early steam powered vehicle were only practiced one
on a perfectly flat surface as strong as iron. In 1771 he again designed another
steam driven engine which ran so fast that rammed into a well, recording the world’s
first accident.
INDIAN AUTOMOBILE INDUSTRY
India has one of the largest automobile industries in Asia. Shown here is Maruti
Suzuki’s A-Star which was completely designed in India. Indian automakers like Tata
Motor’s have opened several manufacturing bases around the globe. Shown here is
Tata Indigo during an Auto exhibition in Italy. The automobile industry in India is the
tenth largest in the world with an annual production of appropriate 2 million units.
India is expected to overtake China as the world’s fastest growing car market in
terms of the number of units sold and the automotive industry is one of the fastest
growing manufacturing sector in India. Because of its large market (India has a
population of 1.1 billion; the second largest in the world), a low base of car
ownership (25 per 1000 people) and a surging economy, India has become a huge
attraction for car manufacturers around the world.
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Though several major foreign automakers, like ford, Suzuki, GM, and Honda have
their manufacturing bases in India, India automobile market is dominated by
domestic companies. Maruti Suzuki is the largest passenger vehicle company; Tata
Motors is the largest commercial vehicle company while Hero Honda is the largest
motorcycle company in India. Other major Indian automobile manufactures include
Mahindra & Mahindra, Ashok Leyland and Bajaj Auto.
The automotive industry directly and indirectly employs 13 million individuals in India.
The industry is valued at about US$ 35 billion contributing about 3.1% of India’s GDP
(nominal). India’s cost-competitive auto components industry is the second largest in
the world. In addition, India’s motorcycle market is also the second largest in the
world with annual sales of about 5 million units.
In India there are 100 people per vehicle, while this figure is 82 in China. It is
expected that Indian automobile industry will achieve mass motorization status by
2014.
Almost all major international car manufactures, from across the world are present in
India and those that are not here have made announcement to this effect. The
passenger vehicle market is dominated by compact cars and the rest of the market
fragmented, with about 12-13 manufactures fighting for one-third of the market
space.
Another characteristic of the India market is our low car penetration of 8 cars per
thousand people (much less than other developing countries) which indicates the
scope for growth. No doubt the demand is projected to grow over two-fold in the next
few years expecting which various manufactures have started/announced their plans
to increase the production capacity. Compiling all announcements, the total figure
will exceed 4 million.
India Automobile Industry includes the manufacture of trucks, buses, passenger car,
defense vehicle, two wheelers etc. The industry can be broadly divided into the car
manufacturing, two wheeler manufacturing and heavy vehicle manufacturing units.
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Cars dominate the passenger vehicle market by 97%. Maruti Suzuki has 52% share
in passenger cars and is a complete monopoly in multipurpose vehicles. In utility
vehicles Mahindra holds 42% share. In commercial vehicle, TATA Motors dominates
the market with more than 60% share. Tata Motors is also the world’s fifth largest
medium & heavy commercial vehicle manufacturer.
HISTORY OF INDIAN CAR
The first imported car was seen on Indian road 1942 Hindustan Motors
incorporated 1994. Premier automobiles started 1948- First car manufactured in
India 1953- The Government of India decreed that only those firms which have
manufacturing program should be allowed to operate 1995- Only seven firms
namely, HM, API, ALL, SMPIL, PAL, M&M and TELCO received approval. In 1960 -
1970 the two wheeler and three wheeler industry established a foothold in the Indian
scenario. In 1970 – 1980 not much change was witnessed during this period. The
major factors affecting the industry were the implementation of the MRTP Act
(Monopolies and Trade Restrictive Practices Act), FERA (Foreign Exchange
Regulation Act) and Oil Shock of 1973 and 1979. In 1980 – 1990 – the first phase of
liberalization was announced by the Govt. with the liberalization of the government’s
protectionist policies, the advantage hitherto enjoyed by the Indian car manufactures
like monopoly, oligopoly, slowly began to disappear. This period is also marked by
the entry of a large number of firms in the market. 4 Japanese manufactures entered
the Commercial Vehicle and Two Wheeler market. The Government agreed to the
demand for allowing foreign collaboration in the automobile sector. The industry
witnessed resurgence due to major policy changes like relaxation in MRTP and
FERA, de-licensing of some ancillary products, broad banding of the products and
modification in the licensing policy. Also, the concessions it gave to the private sector
and the new foreign collaboration policy, all resulted in higher growth and better
performance of the industry than in the earlier decades.
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The Government of India tied up with Suzuki Inc. of Japan which produced India’s
most successful car-Maruti. In 1991 Under the Government’s new National Industry
Policy, the license raj was dispensed with, and the automobile industries were
allowed to expand freely. 1993-With the winds of liberalization sweeping the Indian
car market, many multinationals like Daewoo, Peugeot, General motors, Mercedes-
Benz and Fiat came into the Indian car market. 1997-The National Highway Policy
was announced which will hopefully have a positive impact on the automobile
industry.
The Government also laid down the emission standards to be met by car
manufacturers in India in the coming millennium. There were two successive
stringent emission levels to be met by April 2000 and April 2005, respectively. These
norms were benchmarked on the basis of those already adopted in Europe, hence
the names Euro I (equivalent to India 2000) and the Indian equivalent of Euro II.
1999-The Hon’ble supreme Court passed an order directing all car manufactures to
comply with Euro I emission norms (India 2000 norms) by the 1st of May, 1999 in
National Capital Region (NCR) of Delhi. The deadline was later extended to 1st June,
1999.
Since the first car rolled out the streets of Mumbai (then Bombay) in 1898, the
Automobile Industry of Indian has come a long way. During its early stages the auto
industry was overlooked by the Indian Government and the policies were also not
favorable. The liberalization policy and various tax reliefs by the Government of
Indian in recent years have made remarkable impacts on Indian Automobile Industry.
Indian auto industry, which is currently growing at the pace of around 18% per
annum, has become a hot destination for global auto players like Volvo, General
Motors and Ford. Today Indian automotive industry is fully capable of producing
various kinds of vehicles and can be divides into 03 broad categories: Cars, two-
wheeler and heavy vehicle.
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SNIPPETS
The first automobile in India rolled in 1897 in Bombay
India is being recognized as potential emerging auto market
Foreign players are adding to their investments in Indian auto industry
Within two-wheelers, motorcycles contribute 80% of the segment size.
Unlike the USA, the Indian passenger vehicle market is dominated by cars
(79%).
Tata Motors dominates over 60% of the Indian commercial vehicle market
2/3 of auto component production is consumed directly by OMEs
India is the largest three-wheeler market in the world
India is the largest two-wheeler manufacturer in the world.
India is the second largest tractor manufacturer in the world.
The number one global motorcycle manufacturer is in India.
India is the fourth largest car market in Asia - recently crossed the 1 million
mark.
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COMPANY PROFILE
About Indus Motors
Indus Motor Company Private Limited is the No. 1 dealer in the country for
Maruti Suzuki India Ltd. For last 5 years in a row. They are the number one dealer in
the country for any car manufacturer and have sold a record of 28447 cars for FY
08-09. The dealer is having 4 dealerships in Kerala and 2 in Chennai and has 52
sales outlets and 39 service centers spread across nook and corner of Kerala.
Indus Motor Company Private Limited has started their operation in 1984
and got Maruti dealership in 1986. The initial years of the company were not so
encouraging and it struggled to survive in the slowly growing automobile market. The
company was taken over by Pee Vees Group owned by Mr. P.V Abdul Wahab (MP)
in 2003. The new management has restructured the business operation and induced
fresh capital to the company. From 5702 cars sold in 2002-2003 period, the
company has witnessed heavy growth o 20-30% every year. They have set new
benchmark of service in the automobile sector. With the launch of M-800 by Maruti
Suzuki India Limited (MSIL) in 1984, the company got its first dealership in Calicut.
Over years, the company expanded its dealership to Trivandrum, Cochin,
Muvattupuzha (Ernakulam district) and other districts of Kerala. Indus entered the
competitive Chennai market in 2007 to diversify its geographical presence.
Indus Motor Company Private Limited, having its registered office at Indus House,
Chakorathukulam, Calicut and the corporate office at opposite South Gate of Cochin
Shipyard, Thevara, Kochi-682015, was incorporated on 11th July, 1984 with the main
objective of dealing motor vehicles in the state of Kerala. The Pee Vees group has
interests in Educational institution, Plantations, Civil constructions and LPG and
Petroleum.
Infrastructure and management expertise which Indus put behind their business has
borne fruit-Maruti gave two coveted awards to Indus- Thevara workshop was
adjusted the best Model Workshop in India and Indus was the second highest seller
of Genuine Maruti Spare in India. JD Power associates have rated Indus as No. 1
south India Sale Satisfaction.
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Indus become the no. 1 dealer in India
Indus Motor Pvt. Ltd. The authorized Maruti dealer has
become No. dealer in India. With an all time record sale of 40832 Maruti cars in the
financial year 2010-2011. The no. 1 Maruti dealer in Kerala becomes No. 1 India. No
other Maruti dealer in India has been able to reach such heights within one year.
In the All India Dealers Conference 2010 held at Macau, Indus bagged 11 awards
from Maruti Suzuki including ‘THE OVER ALL EXCELLENCE AWARD’. And the
Award for Highest Car Sale in India. Indus has the sales record in new Maruti cars,
True Value cars, Maruti Genuine Accessories, Customer Satisfaction Index and
Sales Satisfaction Index that has also contributed to Indus Success. Indus will be
committed to provide quality service to all their customers and will maintain the No. 1
position.
Another prestigious Award received by In Balance Score Card with Platinum Plus.
This performance linked Award is based on the operational Excellence,
Infrastructure & above all customer satisfaction.
Sales and Services
Indus Motor Company Private Limited provides the entire range of products and
services available in the Maruti Suzuki. Indus is the pioneers of new and services
available in the Maruti Suzuki. Indus is the pioneers of new and innovative sales
strategies like “Unlimited Car Care Package”. UCP that provides a Maruti customer,
lifelong care for his car, Indus is the highest seller of Maruti cars in All India Ranking
for April-December 2003 for models Maruti 800 and Alto.
The main aim of Indus Motor is to increase sales and all the other departments try
their maximum to increase sales.
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Sales outlets
Indus has its own authorized service network divided has certain sections or ease
cures of Maruti owners there are service divisions, Maruti genuine parts division,
vehicle sale division, Maruti insurance renewal division, Maruti accessories division
and Maruti true vale exchange division.
The authorized service stations are at Kanhangad, Kannur, Thalassery, Cochin,
Palakkad, Thrissur, Kalamassery, Edappally, Kayamkulam, Kottayam and
Trivandrum.
Service outlets
Indus Motor Company Private Limited has about 35 service network available
through Kerala from Trivandrum to Kanhangad for immediate service work. All
workshops are ideally located in all the cities. Expertise service personnel will be
helping the vehicle problems. Breakdown, accident recovery vehicles are available to
you round the clock. Indus had the facilities for insurance renewal.
Maruti True Value
Maruti True Value is where you can purchase a used Maruti car which has been
checked on 120 points specified by Maruti and evaluated by a service engineer sent
from Maruti Suzuki and will get free service too.
Spare Parts
Communications plays very important role for running spare parts operations
effectively and efficiently. Indus Motor spare parts department got with online
transactions. It connects MUL and Indus branch spare parts. Network spare parts
availability and other spare parts related enquiry can check with through network
system.
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Maruti finance
Some finance companies are tied up with Indus Motors to give finance help to the
customers. It helps customers very much.
HDFC bank
Kotak car finance
Axis bank
Sundaram finance
Magam
Indus Ind. Bank
Maruti insurance
Maruti insurance helps the customer to insuring the cars. It includes comprehensive
insurance and 3rd party insurance. Comprehensive insurance means insuring the
driver, co-driver and also the vehicle. 3rd party insurance means insuring the co-
driver and other vehicle only (3rd party’s vehicle). The main agencies that insuring
cars in Indus Motor are:
Royal Suntharam
Baja Alliance
National insurance
ICICI
QUALITY POLICY
Through customer satisfaction 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.
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BRANCHES OF INDUS MOTOR Co. Pvt. Ltd.
Trivandrum
Venpalavattom
Kollam
Muvattupuzha
Eranakulam
Kottayam
Kayamkulam 1
Kayamkulam 2
Kanjirapally
Pathanamthitta
Kalamassery
Kanhangad
Thrissur
Guruvayoor
Palakkad
Kottakkal
Nallalam
Panicker road
Koya road
Vadakara
Thalassery
Kannur
Kakkanad
Nilambur
Kothamangalam
Pattamby
Adoor
Thodupuzha
Ranny
Angamaly
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PRODUCT PROFILE
Kizashi
A- Star
Alto
Alto K-10
Swift
Swift Dzire
Maruti 800
WagonR
SX4
Omni
New Estilo
Gypsy
Grand Vitara
Ritz
Eeco
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Kizashi
A- Star
Alto
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Alto K-10
Swift
Swift Dzire
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Maruti 800
WagonR
SX4
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Omni
New Zen Estilo
Gypsy
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Grand Vitara
Ritz
Eeco
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AWARDS RECEIVED BY INDUS MOTORS
All India best performance
All India Highest sales
Platinum Dealer in balance Scorecard
Best in Customer satisfaction in Service – TVM
Best in Customer Satisfaction in sales – Chennai
Highest sales in Maruti Genuine Accessories
Highest Rural sale in India
Best performance in institutional Sales
Zonal Highest sale
Dealer in 1000 Club
OTHER AWARDS
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Name of the Awards Division Dealership
OVER ALL EXCELLENCE
(WINNER)
GENERAL GROUP
PLATINUM in BSC GENERAL GROUP
No. 1 IN VEHICLE SALES
(WINNER)
SALES GROUP
HIGHEST MGA OFFTAKE
(WINNER)
SALES GROUP
BEST MI PENETRATION
(WINNER)
SALES GROUP
BEST PERFORMANCE IN
SPECIAL SCHEME
SALES GROUP
HIGHEST EXCHANGE
PENETRATION (WINNER)
SALES COCHIN
BEST MKT SHARE CITY (A
CATEGORY)
SALES COCHIN
BEST PERFORMANCE IN
INSTITUTIONAL SALES
SALES COCHIN
HIGHEST CAR SALES
VOLUME (WINNER)
SALES COCHIN
BEST MKT SHARE CITY (B
CATEGORY)
SALES CALICUT
HIGHEST CAR SALES
VOLUME (1st Runner up)
SALES CALICUT
BEST EMPLOYEE
RETENTION (WINNER)/
SALES CHENNAI
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CHAPTER – II
ORGANIZATIONAL
STRUCTURE
(HIERARCHY)
BOARD OF DIRECTORS
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CHAIRMAN AND MANAGING DIRECTOR
Mr. P.V Abdul Wahab
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VICE CHAIRMAN
Mr. P.A. Ibrahim Haji
DIRECTOR
Mr. P.V. Ali Mubarak
DIRECTOR
Mr. P.V. Muneer
DIRECTOR
Mrs. P.V. Yasmin Wahab
DIRECTOR
Mr. T.P. Ajith
DIRECTOR
Mr. Jaber Abdul Wahab
DIRECTOR
Mr. P.A. Mohammed Shafi
DIRECTOR
Mr. Ajmal Abdul Wahab
DIRECTOR
Mr. T.P. Anil Kumar
CGM-Service
CEO
CMD
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AGM-Finance & Arts
Insurance & MDS-Manager
HR, Administration & IT Managers
AGM-Spares
Works Managers
Zonal Managers Store In chargeSr. Managers (Fin & Acts)
Acts Managers
Accounts Officers
Accountant
Assistant Accountant
Cashiers
Audit Manager
Supporting Staffs
CCM
Asst. Mgr-Service
Asst. Manager
Service Engineer
Service Engineer
Supervisors Supervisors
Mechanics Mechanics
CGM-Sales
Accessories Vehicle Used car
Dealership Heads
Regional Managers
Territory Managers
Team Leaders
Sales Executives
Supporting Staff
Stock & PDI
Mgr. Accessories
Mgr Used car
SSI
Supporting Staff
Supporting Staffs
CHAPTER – III
FUNCTIONAL AREAS
PEOPLE
Mr. P.V Abdul Wahab (MP) is the chairman of Indus Motor Co. [P] Ltd. and Mr. P. A.
Ibrahim Haji is the vice chairman
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Boards of directors are Mr. P. V. Muneer, Mr. P. V. Ali Mubarak, Mrs. Yasmin
Wahab, Mr. T. P. Ajith Kumar, Mr. Jaber Abdul Wahab, Mr. Ajmal Abdul Wahab, Mr.
T. P. Mohammed Shafi.
Finance department head is Mr. K.P. Anas
Sale department head is Mr. P. D. Sebastian (CGM)
Service department head is Mr. Amanulla.
Insurance department head is Mrs. Susheela. C
Administration department head is Mr. Kamal Raj.
Human Resource department head is Mr. Ubaidulla.
INDUS MOTORS QUALITY POLICIES
To maintain all quality leadership in all Products & Services.
Total customer satisfaction through Quality Products & Services.
Commitment of management to quality.
To create a culture amongst all employees towards total quality concept.
Total quality through performance leadership.
CUSTOMER SERVICE
Customer care manager is accountable for the SSI of the dealership and he/she
must ensure the implementation of all policies/procedures in this regard. Qualities of
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a customer care officer are enthusiasm, customer-service orientation, honesty, high
energy and team – orientation.
INDUS MOTORS WITH THEIR CUSTOMERS
Sales Operation Standards are another important factor of Indus Motors. Sales
Operation Standards (S0S). These are basically a set of requirements in terms of
infrastructure and workflow processes that should be meeting at the dealership. By
adhering to SOS, it have a much higher chance of ensuring customer satisfaction
and hence retention.
The purpose of sales operation standards: -
Two main element directly impact customer after the purchase are satisfaction with
dealer performance and vehicle quality. Dealer performance encompasses all
phases of the consumer-dealer relationship cycle, including vehicle delivery and
dealer service. An unpleasant experience with the dealer during the process of
buying the vehicle can lead to dissatisfaction, second thoughts and erosion of
confidence in the dealer/manufacturer.
In order to ensure 100% satisfaction of customers during the sales and delivery
process, certain basic minimum standards have been laid down by Indus Motors
named “sales operation standards”. Delivering more than what the customer expects
results in a satisfied customer. A satisfied customer is the most valuable asset of
Indus motors since it is this satisfaction which will decide the customer’s future
intention of 3 R s that is Recommendation, Revisit and Repurchase; this is very
important tools which help Indus in increasing their business.
VARIOUS DEPARTMENTS IN INDUS MOTORS
Indus motors have different departments for its functioning. The main departments includes :
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Sales department
Service department
Insurance department
Finance department
Administration department
Human resource department
SALES DEPARTMENT
Sales Department includes marketing, sales promotion. The head of the
department (sales) is P.D Sebastian (CGM). The main function of this department is
to attract and retain customers, increase sales volume considering a particular
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BOARD OF DIRECTORS
CEO
SALES SERVICE INSURANCE FINANCE ADMINISTRATION HUMAN RESOURCE
period of time, to find out persons or agencies to carryout sales activities and explore
new market. Promotion and marketing is an important component of the
development of an organization. Promotion maybe defined as “the co-ordination of
all seller-initiated effort to set up channels of information and persuasion to facilitate
the sale of goods and services”. Sales promotion is a supporting component in a
marketing mix. The sales promotion mix consist of advertising, personal selling,
publicity, sales promotion. These all are following by Indus Motor Co. Pvt. Ltd.
Advertising is a non-personal paid means of communication using in Indus Motor
where the source is clearly identified as the sponsoring organization. If focuses upon
group of persons, rather than individuals to attract to Indus.
Personal selling consists of person to person communication between the sales
person and their prospects, means sales person of Indus Motor and the customer.
Personal selling may be very intense means of promotion.
Publicity is the dissemination of information by personal or non personal means and
is not directly paid for the Indus Motors and for which organization is not clearly
identified as the source. The most common type of publicity using in Indus Motors is
the news release (also known as press release) and photographs.
Sales promotion consists of a wide variety of activities, other than personal selling
like advertising and publicity that stimulate consumer purchasing and other dealer
effectiveness such as displays, shows and expositions, demonstration and various
non recurrent selling efforts not in the ordinary routine. Sales promotion activities are
impersonal and are directed at the ultimate consumers. These activities tend to
supplement the advertising and personal selling efforts.
Sales Support Techniques
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These are some sales supporting techniques used by Indus Motors. It can be
grouped into two main areas ‘printed materials’ and ‘special offers’. Printed
materials include brochures, folders, direct main materials, display materials etc.
1. A brochure describes and illustrates about the company in detail.
2. The folder is a single piece of illustrated paper which can be folded.
3. Display of cars, it attracts the attention of customers and visitors.
4. Notices it contains diagrams as well as written information. They can be
created in such a way as to attract attention.
5. In paper advertising many option are available (copy alone or with graphics)
6. Flex open the door to the new ways of reaching out to the customers. It has
made advertising more appealing and easier than times. Attractive flex boards
catch the mind of the customer.
The sales supporting elements are usually for attracting the customers of Indus
Motors. The attractive displays, brochures etc will attract the customers easily;
through this attraction the customers are willing to buy the car. So for the promotion
of every product and services good advertisements and displays are essential. The
important thing for the high sales of Indus Motors is their good customer relation,
every organization will have a direct or in direct relation with the customer, it will
increase the sales of cars, accessories etc and advertisement are the second
element.
Special Offers
Special offers like temporary price reduction, free gifts, premiums and various types
of programs are being used extensively. The Maruti dealer adopts these techniques
as an additional sales support tool.
MARKETING DEPARTMENT
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According to American marketing association,” Marketing is the performance of the
business activities the direct the flow of goods and services from the producer to
customer or the user”. Marketing involves all the activities involved in the creation of
place, time and possession utilities. Marketing is a process of making goods means
cars useful to the society.
It can be used as
A concept (understanding needs and responding)
A process
A function (analyzing market opportunities, planning, implementation, control
etc)
A series of techniques (a blend of behavior and management science)
In Indus Motors, marketing is come under sales department, marketing is an
important tool for sales otherwise it leads to failure. Advertisements, Displays are
some of the tools of marketing. And some special schemes and discounts offered by
Maruti Suzuki are some of the normal techniques used to attract the customers.
Marketing also include test driving this helps the customers to know about the car
and its mileage etc and also the facilities and features of the car. Through marketing,
the sales executive develops a good contract between the customers this helps to
buy cars from Indus again; goods contact between the companies. This helps to the
success of the company.
Marketing in Indus Motors focuses on car sales and services. It deals with display of
cars also. The main aim of Indus is to satisfy and delight the customers. It
surrounded by needs of a customer, Focuses on delivering value to the customer.
Modern marketing concept helps to study the needs, desires and preferences of
customers. In Indus Motors customers are king. The two main objectives of modern
marketing concepts are customer satisfaction and profit maximization.
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SALES DEPARTMENT
CHIEF GENERAL MANAGER
Sales department of Indus Motors headed by chief executive officer. Chief General
Manager is another heads of the sales department. He decides the target of sales
department and divides the work to the employees under them. Under chief general
manager, there are assistant general manager in sales. Assistant general manager
controls the regional heads. Under regional head are team leaders to control the
executives and motivate and inspire then. These all collective called sales
department.
SERVICE DEPARTMENT
Indus Motors Company [P] Ltd. provides the service and entire range of product and
available in the Maruti Suzuki family. Chief general manager of service department is
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REGIONAL HEAD
SALES FORCE
REGISTRATION
PDI INSURANCE CORPORATE
Mr. Amanulla. Other department heads (service) are Mr. Madhavan kutty and Mr.
Unni A.K (AGM). INDUS Motors provides good services to customers. Service
department have good service station. Indus Motors service network is available
throughout Kerala from Trivandrum to Kasargod for immediate service work. Of all,
Ernakulum has the best service station. This is one of the reasons to attract the
customers to Indus Motors for servicing and buying too.
The head of the service department is the chief general manager, service, he
controls the service department under him there are assistant general manager in
service and assistant general manager in spare. Service manager controls the whole
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CHIEF GENERAL MANAGER
GENERAL MANAGER
AGM SPAREAGM SERVICE
WORK MANAGER
ASSISTANT WORK MANAGER
CUSTOMER CARE MANAGER
ASSISTANT CUSTOMER CARE MANAGER
CUSTOMER CARE EXECUTIVES
service works come under Indus, service includes rectification of complaints,
periodical servicing etc. Indus motors help the customers in every situation like break
down, accident recovery etc. This is the main advantages of Indus Motors. Assistant
general manager for spare helps the customers by two year free warranty if the
spares of the cars get damaged or get any problem.
For a task, that is servicing of car, work manager is responsible for its care,
maintenance and repair with the help of the subordinates including assistant
managers, technicians etc. to clear the problem and deliver the car in the promised
time. He ensures the customers satisfaction and quality service.
INSURANCE DEPARTMENT
The next important department is insurance department, in this department
insurance of new cars and old cars. This is another important feature of Indus
Motors. Insurance department head is Mrs. Susheela C Nair. In this department of
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Indus Motors dealing with insuring the cars, it includes comprehensive insurance and
3rd party insurance. Comprehensive insurance means insuring the driver, co-
passenger and also the vehicle. 3rd party insurance means insuring the other vehicle
only (3rd party’s vehicle). Next important thing is the renewal of the insurance, Indus
Motors remind the customers, for that there is a section in insurance department
called telecalling section, and also send proposal to the customers. Indus Motors
with Maruti Suzuki India Ltd., they insuring cars with the tie up some insurance
companies. The four main insuring agencies of Indus Motors are Royal Suntharam,
Bajaj Alliance, National Insurance and ICICI. Insuring Maruti cars, through this Indus
aims customer satisfaction and good customer relation.
FINANCE DEPARTMENT
Finance department is another important department of Indus Motors. Finance
department head is Mr. K.P Anas. In this department all the transactions, accounts,
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AUTO INSURANCE DIVISION
MANAGER SUPPORT DIVISION
ASSISTANT MANAGER
INSURANCE DEPARTMENT HEAD
auditing etc. are involved. This department includes financial matters with the
customers and company too. This department also deals with financial and
budgetary control, accounting of expenditure on works, costing of services and
operation of facilitate cost control, property, lease infrastructure, cost of stock,
payment of salary, managing funds, incentives and remuneration preparation of
budget, appropriation of accounts, treasury management, custody of funds, internal
and external records, debt administration, statutory and tax reports etc.
Objectives:
Profit Maximization
Wealth Maximization
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ADMINISTRATION DEPARTMENT
The next important is administration. Administration department head is Mr. Kamal
Raj. In this department of Indus Motors includes office administration and legal
activities.
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FINANCE MANAGER
ASSISTANT FINANCE MANAGER
ACCOUNTS HEAD
CAHIER
ADMINISTRATION
Administration department is to co-ordinate the activities of all departments of Indus
Motors. This department has contact with all other department of Indus, service,
sales, insurance, finance etc. it also convincing the meeting of the board of Indus. It
also include annual plans, welfare, solving labor issues etc. this department also
provide additional assistance for the preparation of the documentation when
necessary to other department, develop a performance based budget which will
evaluate all activities.
LEGAL
Legal department deals with the legal activities of Indus Motors. This department
deals with all the legal matters of the company, its business matters; these are
controlled by the legal advisory body. This legal advisory body also helps to solve
the cases which related to Indus Motors. Legal department is responsible for
providing legal services and advices to Indus Motor, its divisions and employees.
The department faces a large number of legal matters, including business
development, contract management, employee law, sales and lease matters, debt
collection, bankruptcy, case prosecution etc. prosecution of cases in courts litigation
management, documentation, preparation and drafting, prevent lawsuits from
coming onto company, protection of common rights in judicial sitting and all these
activities create the workflow of legal department.
HUMAN RESOURCE DEPARTMENT
Human Resource (HR) department head is Mr. Ubaidulla, Human Resource
manager. The department has other office assistance also.
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Human Resource Management is an integral part of management which is
concerned with people at work and their relationship within the organization. As per
modern management, employees are the key resource of an organization and a
happy employee definitely contributes immensely towards the growth and
development of an organization. It has become a necessity for the management to
look after welfare, basic satisfaction and needs of employees and keep them
motivated. That’s why Indus also trusts in this, their employees and customers.
“Human Resource Management refers to the set of activities associated with human
resource planning, recruitment, selection, orientation, training, appraisal, motivation,
remuneration etc. human resource management aims at developing people through
work”
Human resource head in Indus works with the organization’s top executives on
strategic planning-using their expertise to suggest and change policies which affect
the workforce of Indus. Human resource specialists serve as a mediator between top
management and employees. If there is any problem or dissatisfaction among
employees, the HR’s duty is to solve the problem, otherwise it became a big issue
and it affects the organization. But Indus has a good HR department that act as a
mediator between the management and employees for satisfaction, planning,
selection, development etc.
Objectives of Human Resource Department in Indus Motors
To maintain effective coordination between HRM and others.
HRM department helps in motivating the employees in attaining individual’s
goals and in return will lead to attain the organization.
A qualified applicant for specific type of job.
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To ensure the above objectives by eras of a systematic scheme of centralized
recruitment this will be regular and effective.
Major functions of HR department
Manpower planning
Recruitment and selection
Induction and orientation
Training and development
Planning
Recruitment
Selection
Orientation
Training
Development
Motivation
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HR MANAGER HEAD
MANAGER SOURCING
SOURCING EXECUTIVES
HRM DEPARTMENT
1. Establishment Section
Establishment section of Indus Motor involved with the activities like
recruitment, selection, promotions and performance appraisal record of day-
to-day activities as well as manpower adjustment. The selection is basically
involved with establishment activities.
Recruitment and Selection
It is a process of selection for prospective employees and stimulating and
encouraging them for job in an organization. Selection is process of putting
right person to right job according to job specification of organization.
Procedures or Recruitment Rules
1. Corporate personnel directorate will engage recruitment.
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ESTABLISHMENT TRAINING AND DEVELOPMENT
WELFAREINDUSTRIAL RELATION
2. Mode of selection by group discussion and personal interview.
3. All India advertisement will release every year, inviting application from
candidates’.
4. Selected candidates will undergo induction training for period of a year.
2. Training and Development
Training is any kind of action to import or improve the employee attitude, skill
and knowledge. The efficiency of an organization is depends directly on the
capability and talent of its employees and how motivated they are. Capacity of
a person is depends upon his ability to work and type of training has helped
improve productivity, which in turn has helped both employees and
organization. Training is no doubt costly affair but greater importance has to
be paid to the pay back. In the past, Indian business organizations were not
giving adequate importance to this aspect and they could not complete with
world organizations due to this reason.
Effective training enables employees to learn to do their jobs better and
performance more proficiently. With increasingly advance technology,
continuous training of personnel has become essential to the success of the
organization. From organizational point of view, training shortens the time
required for employees to reach peak efficiency level. Cost of training is
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considerably less than the cost of gaining experience particularly in the
context of advanced technology and expensive equipment.
Training and development is any attempt to improve current or future
employee’s ability to perform through learning, usually by changing the
employee’s attitude or increasing his or her skills and knowledge. Training
refers to the process of imparting specific skills. Development refers to the
learning opportunities designed to help employee’s growth.
Training
“Activities designed to provide learning with knowledge and skill needed for
employee’s present job” There must be a behavioral change after training.
The mission of a training function is to bring about a behavioral change, and
real test of behavioral change is the trainees or participants improved
performance on the job.
Development
Development is boarder than the term training. It is a systematic planning
and application of training and other activities through the person with the
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whole range of knowledge, skill and experience needed the effective
performance in the present and the future job.
Purpose of training
Job requirements- Employee’s needs specific skills required for
performing job.
Technology changes- Due to rapid changes in technology, necessary
training should be given to the employees.
Bridging the gap between required performance level and actual
performance level.
INDUS MOTORS’ RELATION WITH THEIR EMPLOYEES
Indus motors have good relation between their employees, this help the organization
to develop and make goodwill among the economy and in society; this will also
attract the customers because of the company name and the services offered by
Indus Motors. Employee relation is essential among this, because unity leads the
Indus to achieve the target that means maximum sale of cars per month (1150-
1250/month)
Stress in employees
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Stress is an element included in every organization for achieving the target, for
reducing the stress of employees; Indus motors gives some family tour programs,
department get together, festival celebration etc.
Motivation to employees include: - Monitory, gifts, rewards and social motivations.
1. Monitory motivation
Monitory motivation elements of Indus motors mainly include the monthly
salary, if the employee work efficiently they get increase in their salary amount,
another important monitory motivation includes traveling allowance, free mobile
phones to all employees.
Wages incentives
In wages incentives, an additional reward are given only to those employees who
perform exceptionally well in Indus, while other employees get normal wages. The
instrumentality perform expectancy theory is applicable, as the employees feel
secured as all of them get base pay, unlike the piece rate wherein base pay is not
assured. Feeling a sense of security helps employees develop themselves under
wages incentives. Uncertainty of pay makes people restless and troublesome.
Wages incentives provide safety and security to the job, besides giving additional
wages to high performers.
Profit sharing
Profit sharing is practical type of motivation to monitor employees for better
performance. Indus motors declares bonus on additional profitability at an agreed
rate of sharing, because the increase in profitability is not only due to organizational
structure, machines, method and management but also the outcome of employees.
The additional profit so shared between employees and organization is paid either in
cash or bonus share is a deferred benefit.
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Incentives/special incentives
Incentives/ special incentives mean an employee in Indus motors sold more cars or
accessories or finance they get a special incentives. These are some of the
parameters of incentives. This will helps to motivate the employees. Through this
motivation, the company gets maximum profit and can achieve the common goal.
Other parameters of incentives include medical ESI, PF and bonus.
2. Gifts and rewards as motivational element
Gifts and rewards include special packages, tour to India and abroad, gift
packages from Maruti/dealership as performance rewards for maximum sales of
cars, accessories, finance, exchange etc.
3. Social motivation
Social motivation means more than 3500 families are depending on Indus.
And it also include department get-together and family tours etc
COMPLETE DEALERSHIP INVOLVEMENT
Complete dealership involvement means everybody in the showroom performs to the
best of his/her ability in order to ensure that the customer is completely satisfied with
the show experience. For that it include:-
Guard
Qualities: - qualities include service-oriented, patient, approachable, professional
(dress, manners). The guard is the first individual with whom a customer interacts.
Lobby manager
The lobby manager is responsible for managing the facilities in the showroom.
He/she ensure that every customer inside the showroom is comfortable. Another
very important role of lobby manager is to regularly maintain and update the bulletin
board should be near the customer langue.
Salesperson
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Qualities of salesperson in Indus include
Listen carefully to the customer and find out what he/she needs.
Win the confidence of the customer and establish a rapport for a long-term
relationship with the customer.
Be warm and friendly
Explain about the product, features and benefits to the customers patiently.
Never rush through the proceedings.
Maintain honestly and integrity in his/her dealing so as to gain the trust of the
customer.
Service advisor
Service advisor plays very important role in showroom. Service advisor should
actively participate in every delivery. He should explain all the operating controls of
the car, service, warranty etc. using the delivery checklist. The customer’s signature
should then be taken on the checklist. A copy of the delivery checklist should be
retained with the dealership and original handed over to the customer. He should
also hand over his visiting card to the customer and ask the customer to contact him
for any vehicle-related problem. Qualities of a service advisor include enthusiasm,
customer-service orientation, and high energy.
Customer care manager
Customer care manager (CCM) is the term of the customer care team and
spearheads the customer care related activities at the showroom. Customer care
manager is accountable for the SSI of the dealership and he/she must ensure the
implementation of all policies/procedures in this regard.
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CHAPTER - IV
SWOT ANALYSIS / VISION,
MISSION, GOALS AND
OBJECTIVES
VISION AND MISSION
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VISION
Transform Indus into World Class Dealership
Remain No.1 in India
Delighted customers and Delighted Employees
MISSION
We will pursue the development of our financial and human resources through
diversified business activities, in an ethical and socially responsible manner and in
pace with the advancements of the day.
We will uphold a professional code of conduct in the pursuit of our goals and are
committed to taking up social responsibilities as a corporate citizen by dedicating a
significant share of our productive surpluses for espousing social causes that would
benefit our employees, their families and the society at large.
VALUES AND BELIEFS
The 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.
OBJECTIVES
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Achieving Market Leadership by Delivering Value to Customers
Following our “Customer First” philosophy in manufacturing and providing
high quality vehicles and services that meet the needs of Pakistani customers.
Enhancing the quality and reach of our 3S Dealership Network.
Employing customer insight and feedback for continuous corporate renewal,
including product development, improving service and customer care.
Bringing better Quality to India
Maximizing QRD (Quality, Reliability and Durability) by built-in engineering.
Transferring technology and promoting indigenization at IMC and Vendors.
Raising the bar in all support functions to meet Maruti Global Standards.
Optimizing Cost by Kaizen
Fostering a Kaizen culture and mindset at IMC, its Dealers and Vendors.
Implementing Maruti Production System.
Removing waste in all areas and operating in the lowest cost quartile of the
industry.
Respecting our People
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Treating employees as the most important sustainable competitive resource.
Providing a continuous learning environment that promotes individual
creativity and teamwork.
Supporting equal employment opportunities, diversity and inclusion without
discrimination.
Building competitive value through mutual trust and mutual responsibility
between the Indus Team and the Company.
Becoming a Good Corporate Citizen
Following ethical business practices and the laws of the land.
Engaging in philanthropic and social activities that contribute to the
enrichment of Indian society, especially in areas that are strategic to both
societal and business needs e.g. Road Safety, Technical Education,
Environment Protection, etc.
Enhancing corporate value and respect while achieving a stable and long-
term growth for the benefit of our shareholders.
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SWOT ANALYSIS
SWOT analysis is a technique that used in organization to find out employee’s
organization’s Strength, Weakness, Opportunities, and Threats. Through this the
organization can find out their strengths and weakness etc and also can solve the
problems.
Strengths:
Good customer relations
Good employee relations
Largest network
All facilities in a single roof
Freedom to every employees
Highest quality product (cars)
Sound financial capacity and goodwill
Provides good welfare measures to the employees
High morale of employees
Weakness:
Lack of man power retention.
Delay in implementing new systems.
No internal control.
Lack of motivation.
Wide gap in communication.
Management is not given more powers to take timely decision
Immediate planning and execution is not carried.
Employees lack of awareness in their own job.
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Opportunities
Wide spread demand for product.
The efficiency of the worker can promoted and appreciated.
Indus can deliver the cars and accessories very faster to the customer.
Customers’ special interest on the product.
Threats:
Competition: - both dealership competition and product competition.
Dealership completion: - competition with other Maruti dealers like Popular
Motors, Sai Motors, Hercules.
Product competition: - competition with other company’s (means product
competition) like Hyundai, Ford, Tata.
Increased instability in the economy.
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CHAPTER – V
FINDINGS AND SUGGESTIONS
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FINDINGS
Indus Motors Pvt. Ltd. The authorized Maruti dealers have become No. 1
Dealer in india.
Indus will be committed to provide quality service to all their customers and
will maintain the No. 1 position.
Indus Motors service network is available throughout Kerala from Trivandrum
to Kasargod for immediate service work.
Some finance companies are tied up with Indus Motors to give finance help to
the customers. It helps customers very much.
Most of the Customers prefers Maruti Cars due to its High Resale Value.
Maruti Maintenance Cost is less it helps to attract more customers.
Majority of the Customer Satisfied that company is able to deliver the cars on
time.
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SUGGESTIONS
Customer benefits given have to improve as the Competition is
high.
Service Department function has to be improved.
The technical Competence has to be improved.
Customers Suggestions has to be considered
Management must provide opportunities to the employees to
express their opinion, problems and suggestions
Provide value added service and offers such as prize scheme ,
lucky draw etc. to promote sales
Sales can be improved by reducing the service charge and spare
parts costs
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CONCLUSION
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CONCLUSIONS
All the glamour is attached to car companies while most people don't realize that as buyers of cars they will seldom, if ever, deal directly with the car manufacturer. Dealerships are the public face of the car company, maintaining the brand that the manufacturer has built. The entry of multinational car companies into India really shook the market and brought professionalism into the concept of dealerships here. These companies have certain standards of excellence and they spend hours training personnel at dealerships. Initial costs of land and equipment are high, the latter because many machines are imported. But the biggest investment is in people. Not having well-trained staff can ruin whatever is built. This business is about customer satisfaction, like the hospitality business. One has to have a hands-on approach
Indus Motors Pvt. Ltd. The authorized Maruti dealers have become No. 1 Dealer in India. With an all time record sale of 40786 Maruti cars in the financial year 2010-2011. The No.1 Maruti dealer in Kerala becomes No. 1 in India. No other Maruti dealer in India has been able to reach such heights. In the All India Dealers Conference 2007 held at Athens, Greece, Indus bagged 11 awards from Maruti Suzuki including ‘The over All Excellence Award’. And the Award for Highest Car Sales in India. Indus has the sales record in new Maruti cars, True Value cars, Maruti Genuine Accessories, Customer Satisfaction Index and Sales Satisfaction Index that has also contributed to Indus Success. Indus will be committed to provide quality service to all their customers and will maintain the No. 1 position. This performance linked Award is based on operational Excellence, Infrastructure & above all Customer Satisfaction.
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BIBLIOGRAPHY
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BIBLIOGRAPHY
BOOKS REFERRED:
Human Resource Management (VSP..Rao)
Human Resource Management (Ashwathappa.)
WEBSTES REFERRED:
www.indusmotor.com
www.wikipedia.com
www.Maruti Suzuki.com
PERSONAL GUIDE:
HR department head – Mr. Ubaidulla
Finance Department head – Mr. K. P. Anas
Sales Manager Mr.Aslam
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