customer relationship management toyota
DESCRIPTION
project CRM in TOYOTATRANSCRIPT
CHAPTER-I
INTRODUCTION
1
INTRODUCTION
Customer Relationship Management
Customer Relationship Management entails all aspects of interaction a company has with
its customer, whether it is sales or service related; it starts with the foundation of relationship
marketing. CRM is a systematic approach towards using information and ongoing dialogue to
built long losing mutually beneficial customer relationship. The use of CRM technology forms
the crucial front-end of any e-business strategy, essentially CRM has emerged as convivial
weapon in the hands of the industry laggards as well as leaders to cascade the business suites; the
only touch point which is formulating this base is the awareness amongst the corporatists to
suffice the customers already available to the companies to large extent.
In today’s first-paced competitive business environment it’s more important than ever to
create and maintain long-losing business relationships.
Today, Customer Relationship Management (CRM) manages business process spanning
sales, support, and marketing creating effective customer interactions. Given the purpose of
CRM, the functionality is straightforward, and the benefits of successful deployments clearly
generate value and profitability for any company. Grate CRM solutions need to encourage users
to interact with the application as well as be in-tune with the business and IT cost-saving needs.
“For the modern-day CRM to be world class it needs to be revolutionary in market
incursion and evolutionary in technological up gradation.”
Today the major business focus is towards endowing value addition to the sales cycle, and
customer retention rather than constructing a new customer base which is costlier and also an
uncertain chase from business perspective. The basic philosophy behind CRM is that a
company’s relationship with the customer would be the biggest asset in the long-run.
It is now vital for CRM vendors to develop a sound understanding of their target
organizations customer and deliver them with solutions which help in achieving long-term
business relations with their customers. Vendors must also build long-term customer relationship
2
management strategies with the end-user organizations to assure a series of deployments, and
hence ensuring a regular revenue stream for themselves as well as their customers.
Evolution of CRM – A Diagrammatic Representation
Before implementing any Customer Relationship Management solution in the
organization there are many questions which need a comprehensive explanation from the user’s
point of view.
o What is the added value preposition of the CRM to the organization?
o What would be the environment under which the implementation done?
o How would the synergies be reflecting in the processes of the company?
These are mere stencils of the holistic scenario prevalent right now, and are to a great extent a
factor which harms the opportunities of long-term survival for any CRM vendor.
3
NEED FOR THE STUDY
Organizations having be competitive environment with relationship management of
customer and they are attracting the customer with some effective sale promotions. But some
organizations need to evaluate the purpose, utility, effectiveness of customer satisfaction. They
are fails to evaluate this customer relationship management. So these study has been undertaken
to asses the customer relationship management in the organization.
SCOPE OF THE STUDY:
The scope is confirmed only to examine the “Customer relationship management with reference
to “ TOYOTA MOTORS ” and to find possible remedies to counteract their competition in the
market.
OBJECTIVES OF THE STUDY
The broad objective is to study the perception of “CUSTOMER RELATIONSHIP
MANAGEMENT WITH REFERENCE TO TOYOTA MOTORS”.
To Study the factors that influences the buying decision of a TOYOTA MOTORS.
To study the problems faced by the customers of TOYOTA MOTORS.
To study the satisfaction level of existing of customers TOYOTA MOTORS.
To study the role of brand image in the purchasing decision of TOYOTA MOTORS.
To offer conclusions and suggestions.
To study the objectives in detail the following research methodology is adopted.
4
RESEARCH METHAODOLOGYRESEARCH METHAODOLOGY
Research design:
“Research design is the plan, structure and strategy of investigation conceived
so as to obtain answers to research questions and to control variance”
KERLINGER
The research designs are both descriptive and exploratory in nature. The objectives of this
study is to answer the “who, what, when, where and How “of the subject under investigation.
SAMPLING PLAN AND SIZE FOR CONSUMERS:
Sampling plays a vital role in deciding the quality of any project while doing this
survey it is felt to conduct the survey for consumers under convenient sampling method.
Convenience sampling was adopted both for consumers where the sample unites are chosen
primarily on the basis of the convenience of the investigators. The sample size was
determined as 100 consumers with 100 male and 100 female
SAMPLE TERRITORY:
The survey has been conducted and restricted to the city of Hyderabad in ANDRA
PRADESH ‘
SOURCE OF DATA:
Data, witch is to be used for the project, has come both from primary sources as well as
secondary sources
5
PRIMARY DATA SOURCES:
The crux of the report is based on the information collected from the respondents with
the help of questionnaires. The primary source of information have been consumers who
have filled up the questionnaire
Consumer who interviewed separately and the respondents jotted down in the
questionnaire for the purpose.
SECONDARY DATA SOURCES:
Information has also been borrow from both internal sources such as company records
and external sources like journal, magazines and book on marketing research
DATA COLLECTION METHOD:
The survey method was employed for primary data collection. The medium of
date collection was through personal interviews. Where the respondents were questioned in
face-to-face meeting the consumers were met either in their homes (or) place of work. Some
of respondents were questioned through telephones,
TOOLS FOR DATA COLLECTION
The data was collected through structured questionnaire. Questions can be
categorized into multi-choice and open-ended questions. Questionnaires were designed for
consumers. Care was taken to ensure that the questions framed were compatible with
research objectives.
Firstly, by taking the sample questionnaires, a pilot survey has been conducted among the
various sections of the people. Wording and sequencing of questions, choice of respondents,
information sought and instruments clarity as a whole, were tested. After taking the exactness
6
and correctness the final version of the questionnaire has been drafted and was taken up for
field survey purposes.
STASTICAL TOOLS:
In the context of the present study, the following statistical tools have been used:
FREQUENCY DISTRIBUTION TABLE:
A frequency distribution refers to data classified on the basis of some variable,
which can be measured such as age, income etc.
PERCENTAGES:
Percentages are used to describe relationships, since they reduce every thing to a
common base and there by allow meaningful comparisons to be made.
PIE DIAGRAM/BAR DIAGRAM:
There are pictorial representations of statistical data with several subdivisions in a
circular from and column from respectively.
METHOD OF WEIGHTED AVERAGE FOR RANKS:
This method is used to complete the weighted averages for the rank to determine
which factor is the most preferred one. The ranks are taken as the variable and the numbers
of people are the weights for each rank. From the weighted averages the most preferred
factor is chosen as the one with the minimum average. The next average selects the rank and
the procedure continues for other ranks also.
7
LIMITATIONSLIMITATIONS
As the time given for the completion of the project was limited.
The survey was restricted to Hyderabad and Secunderabad only.
They may be few opinions, which might have been missed out.
8
CHAPTER-II
COMPANY PROFILE
9
COMPANY PROFILE
10
Toyota Motor Corporation
Toyota is a Japanese multinational corporation and the world's second largest
automaker making automobiles, trucks, buses, robots and providing financial services through
its division Toyota Financial Services. Based in Toyota, Aichi, Japan, the company boasted a
total vehicle production of 9.018 million vehicles in 2006. It is the world's eighth largest
company by revenue of $179 billion as of 2006. Toyota is the world's most profitable
automaker with net income of $11 billion on year 2006. The company is part of Toyota Group
and is it’s largest. Toyota encompasses Toyota, Lexus, Scion, and parts of Daihatsu brands,
divisions and companies
The company was founded in 1933 by Kiichiro Toyoda as a spin off from his father's
company Toyota Industries to create automobiles. It created its first product Type an engine in
1934 and its first passenger car in 1936.
Many analysts believe Toyota will become the world's largest auto maker in the 2007
calendar-year by total vehicle production and thus overtaking the current leader General Motors
Corporation, with a stated goal of producing 9.4 million vehicles in 2007. Its vehicle production
increased by 1.7 million vehicles to little over 9 million in 2006 calendar-year
The Toyota Motor Corporation was founded in September 1933 when Toyoda Automatic Loom
created a new division Devoted to the production of automobiles under the direction Of the
founder's son, Kiichiro Toyoda. Soon thereafter, the Division produced its first Type A Engine in
1934, which Was used in the first Model A1 passenger car in May 1935 And the G1 truck in
August 1935. Production of the Model AA passenger car started in 1936. Early vehicles bear a
Striking resemblance to the Dodge Power Wagon and Chevrolet, with some parts actually
interchanging with their American originals.
11
Although the Toyota Group is best known today for its cars, it is still in the textile
business and still makes automatic looms, which are now fully computerized and electric
sewing machines which are available worldwide.
Toyota Motor Co. was established as an independent company in 1937. Although the
founding family name is Toyoda, the company name was changed in order to signify the
separation of the founders' work life from home life, to simplify the pronunciation, and to give
the company a happy beginning. Toyota
Is considered luckier than Toyoda in Japan, where eight is regarded as a lucky number, and
eight is the number of strokes it takes to write Toyota in Katakana. In Chinese, the company
and its vehicles are still referred to by the equivalent characters (Traditional Chinese:
Simplified Chinese: with Chinese reading. Both transliterations are correct.
During the Pacific War (World War II) the company was dedicated to truck production
for the Imperial Japanese Army. Because of severe shortages in Japan, military trucks were
kept as simple as possible. For example, the trucks had only one headlight on the centre of the
hood. The war ended shortly before a scheduled Allied bombing run on the Toyota factories in
Aichi.
Replica of the Toyota Model AA, the first production model of Toyota in 1936 After
the war, commercial passenger car production started in 1947 with the model SA. The quality
and production principles on which Toyota is based originated in an education program from
the United States Army in the post-war era.[6] In 1950 a separate sales company, Toyota Motor
Sales Co., was established (which lasted until July 1982). In April 1956 the Toy pet dealer
chain was established.
The following year, the Toyota Crown became the first Japanese car to be exported to
the United States and Toyota's American and Brazilian divisions, Toyota Motor Sales Inc. and
Toyota do Brazil S.A., were also established. Toyota began to expand in the 1960s with a new
research and development facility, a presence in Thailand was established, the 10 millionth
model was produced, a Deming Prize and partnerships with Hino Motors and Daihatsu were
12
also established. By the end of the decade, Toyota had established a worldwide presence, as the
company had exported its one-millionth unit.
Vision & Philosophy
Since its foundation, Toyota has been using its Guiding Principles to produce reliable vehicles
and sustainable development of society by employing innovative and high quality products and
services.
The Ideal Being Pursued for People, Society and the Global
Environment
Currently, Toyota is employing "Open the Frontiers of Tomorrow" as the slogan for Global
Vision 2020. This slogan expresses the commitment of Toyota and each and every employee to
never be satisfied with the status quo, to create a path to a new world and to work steadily
towards the realization of society's dreams. This progress is to be achieved "through the energy
of people and technology."
Where Toyota would like to be in 2020
Monozukuri and the Cycle of Nature... Toyota's World View and Our Mission
extremely important. Also, by seeking harmony between monozukuri and the cycles of nature,
Toyota is helping promote efforts toward finding a harmonious balance between the cycles of
nature and the cycles of industry. We believe that it is our mission to tackle challenges in new
fields in order to achieve this.
13
Toyota Production System
A production system which is steeped in the philosophy of "the complete elimination of all
waste" imbuing all aspects of production in pursuit of the most efficient methods.
Toyota Motor Corporation's vehicle production system is a way of "making things" that is
sometimes referred to as a "lean manufacturing system" or a "Just-in-Time (JIT) system," and
has come to be well known and studied worldwide.
This production control system has been established based on many years of continuous
improvements, with the objective of "making the vehicles ordered by customers in the quickest
and most efficient way, in order to deliver the vehicles as quickly as possible."
The Toyota Production System (TPS) was established based on two concepts: The first is called
"jidoka" (which can be loosely translated as "automation with a human touch") which means that
when a problem occurs, the equipment stops immediately, preventing defective products from
being produced; The second is the concept of "Just-in-Time," in which each process produces
only what is needed by the next process in a continuous flow.
Based on the basic philosophies of jidoka and Just-in-Time, the TPS can efficiently and quickly
produce vehicles of sound quality, one at a time, that fully satisfy customer requirements.
14
TPS Concept
Jidoka
— Highlighting/visualization of problems —
-Quality must be built in during the
manufacturing process!-
If equipment malfunction or a defective part is
discovered, the affected machine automatically
stops, and operators cease production and
correct the problem.
For the Just-in-Time system to function, all of
the parts that are made and supplied must meet
predetermined quality standards. This is
achieved through jidoka.
Jidoka means that a machine safely stops when
the normal processing is completed. It also
means that, should a quality / equipment
problem arise, the machine detects the problem
on its own and stops, preventing defective
products from being produced. As a result, only
products satisfying quality standards will be
passed on to the following processes on the
production line.
Since a machine automatically stops when
processing is completed or when a problem
arises and is communicated via the "andon"
(problem display board), operators can
confidently continue performing work at
Just-in-Time
— Productivity improvement —
- Making only "what is needed, when it is
needed, and in the amount needed!"
Producing quality products efficiently
through the complete elimination of waste,
inconsistencies, and unreasonable
requirements on the production line.
In order to deliver a vehicle ordered by a
customer as quickly as possible, the vehicle
is efficiently built within the shortest possible
period of time by adhering to the following:
When a vehicle order is received, a
production instruction must be issued to the
beginning of the vehicle production line as
soon as possible.
The assembly line must be stocked with
required number of all needed parts so that
any type of ordered vehicle can be
assembled.
The assembly line must replace the parts used
by retrieving the same number of parts from
the parts-producing process (the preceding
process).
15
another machine, as well as easily identify the
problem's cause to prevent its recurrence. This
means that each operator can be in charge of
many machines, resulting in higher
productivity, while continuous improvements
lead to greater processing capacity.
The preceding process must be stocked with
small numbers of all types of parts and
produce only the numbers of parts that were
retrieved by an operator from the next
process.
Globalizing and Localizing Manufacturing
"Made by TOYOTA" – Aiming for Global Quality
Assurance
Since 1957, when the Crown was first exported to the United States, Toyota has expanded the
scope of automobile sales across the entire globe. For over fifty years, Toyota vehicles have
found their way to over 170 countries and regions throughout the world. As their exports have
continued to develop so has the localization of their production bases, in line with a policy of
"producing vehicles where the demand exists". Now there are 51 bases in 26 different countries
and regions. In addition, there are design and R&D bases in nine locations overseas, showing
that "from development and design to production, as well as sales and service, Toyota has now
achieved consistent globalization and localization."
Among the hurdles that this globalization of production has to overcome, the most important is
quality assurance, which requires that "no matter where Toyota vehicles are made, they must
have the same high level of quality." Toyota doesn't put a label on vehicles which says "Made in
The USA" or "Made in Japan", but instead opts for one label for all: "Made by TOYOTA." This
means that there is a need to spread Toyota's manufacturing philosophy — the "Toyota Way" —
to all of their overseas bases.
Additionally, it is important to minimize support that comes from Japan to let each of the
overseas locations become self-reliant. As an example, the Toyota plant that recently began
16
production in Texas made maximum use of the know-how from the Toyota plant in Kentucky
which has been cultivated over the past 20 years.
Toyota believes that the way to achieve quality assurance and to spread the "Toyota Way" is by
educating people. So in 2003 the Global Production Center (GPC) was established within the
Motomachi Plant in Toyota City. Furthermore, in 2006, Toyota established regional GPCs in the
United States, the United Kingdom and Thailand to carry out corresponding activities in the
North American, European, and Asia-Pacific regions.
The Toyota Way
Sharing the Toyota Way Values
The Guiding Principles at Toyota reflect the kind of company that Toyota seeks to be. The
Toyota Way 2001 clarifies the values and business methods that all employees should embrace
in order to carry out the Guiding Principles at Toyota throughout the company's global activities.
With the rapid growth, diversification and globalization of Toyota in the past decade, the values
and business methods that had been passed on as implicit knowledge were identified and defined
17
in 2001. Toyota is preparing to operate as a truly global company, guided by a common
corporate culture.
In order to continue fulfilling its role as the backbone of all Toyota operations, the Toyota Way
must evolve amid an everchanging business environment. Toyota will continue to update it in the
future to reflect changes in the times.
The Toyota Way is supported by two main pillars: "Continuous Improvement" and "Respect for
People". We are never satisfied with where we are and always work to improve our business by
putting forward new ideas and working to the best of our abilities. We respect all Toyota
stakeholders, and believe the success of our business is created by individual effort and good
teamwork.
Human Resources Development by the Toyota Institute
To promote sharing of the Toyota Way, the Toyota Institute was established in January 2002 as
an internal human resources development organization. Since 2003, overseas affiliates in North
America (U.S.), Europe (Belgium), Asia (Thailand and China), Africa (South Africa) and
Oceania (Australia) have established their own human resources training organizations modeled
after the Toyota Institute.
History of Toyota
Look back at the history of Toyota, starting with the birth of founder Sakichi Toyoda. It traces
the company's development through 1937 from when Toyota Motor Corporation was established
to when the 2 millionth Prius hybrid was sold.
18
186
7Birth of Sakichi Toyoda.
192
4Sakichi Toyoda invents Toyoda Model G Automatic Loom.
192
9Automatic-loom patent is sold to a British company.
193
0Kiichiro Toyoda begins research on small gasoline-powered engine.
193
3Automobile Department is established at Toyoda Automatic Loom Works, Ltd.
193
5The Toyoda precepts are compiled.
193
6The AA Sedan is completed.
193
7Toyota Motor Co., Ltd. is established.
193
8Honsha Plant begins production
195
0Company faces a financial crisis; Toyota Motor Sales Co., Ltd. is established.
195
1Suggestion System begins.
195
5The Toyopet Crown, Toyopet Master and Crown Deluxe are launched.
195
7
The first prototypes of the Crown are exported to the United States; Toyota
Motor Sales U.S.A., Inc. is established.
195
9Motomachi Plant begins production.
196
2Joint Declaration of Labor and Management is signed.
196
5Toyota wins the Deming Application Prize for quality control.
1
196
6The Corolla is launched; business partnership with Hino Motors Ltd. begins.
196
7Business partnership with Daihatsu Motor Co., Ltd. begins.
197
4Toyota Foundation is established.
197
5The prefabricated housing business begins.
198
2
Toyota Motor Co., Ltd. and Toyota Motor Sales Co., Ltd. are merged into
Toyota Motor Corporation.
198
4
Joint venture with General Motors (New United Motor Manufacturing, Inc.)
begins production in the USA.
198
8Toyota Motor Manufacturing, USA, Inc. (present TMMK) begins production.
198
9The Lexus brand is launched in the USA.
199
2Toyota Motor Manufacturing (United Kingdom) Ltd. begins production.
199
7The Prius is launched as the world's first mass-produced hybrid car.
199
9Cumulative domestic production reaches 100 million vehicles.
200
0Sichuan Toyota Motor Co., Ltd. begins production in China.
200
1Toyota Motor Manufacturing France S.A.S. begins production in France.
200
2
Toyota enters Formula One World Championship; Tianjin Toyota Motor Co.,
Ltd. begins production in China.
200
4The Toyota Partner Robot is publicly unveiled.
200
5The Lexus brand is introduced in Japan.
2
200
8Worldwide Prius sales top 1 million mark.
201
0
Worldwide Prius sales top 2 million mark; Toyota and Tesla Motors agree on
joint EV development.
Toyota Awards:Awards - 2011
NDTV Car & Bike Awards 2012: Ista Green Award – Prius Sub-Compact Sedan of the year – Etios
Subros Car & Bike India Awards 2012: Engine of the year – Altis Diesel Green Technology of the year – Prius
Auto India: Best Brand Awards 2012 – Toyota Most Eco-friendly – Toyota
OverviewCompany Name Toyota Motor Corporation
President and Representative
DirectorAkio Toyoda
Company Address
Head Office
1 Toyota-Cho, Toyota City, Aichi Prefecture
471-8571, Japan
Phone: (0565) 28-2121
Tokyo Head Office
1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701,
Japan
Phone: (03) 3817-7111
Nagoya Office
4-7-1 Meieki, Nakamura-ku, Nagoya City,
Aichi Prefecture 450-8711, Japan
Phone: (052) 552-2111
3
Date founded August 28, 1937
Capital 407.05 billion yen (as of March 31, 2012)
Shareholders Shareholder Composition
Fiscal Year From April 1 to March 31 of the following year
Main Business Activities Motor Vehicle Production and Sales
Business Sites Information on Business Sites
Number of employees (Total in
affiliated companies)320,590
ExecutivesChairman and Representative Director Fujio Cho
Vice Chairman and Representative Director Katsuaki WatanabeKazuo
Okamoto
President and Representative Director Akio Toyoda
Executive Vice President and Representative
Director
Takeshi
Uchiyamada
Yukitoshi
Funo
Atsushi NiimiShinichi
Sasaki
Toyota Group
Company Name Establishment Main products/activities
Capital
(¥
million)
Toyota Industries
CorporationNov. 1926
Manufacture and sales of spinning and
weaving machines, industrial vehicles and
automobiles; logistics
80,462
Aichi Steel Corporation March 1940 Manufacture and sales of specialty steel,
forged steel products and electromagnetic
25,016
4
parts
JTEKT Corporation Jan. 1921Manufacture and sales of machine tools,
auto parts and housing equipment36,854
Toyota Auto Body Co.,
Ltd.Aug. 1945
Manufacture of auto and special vehicle
bodies and parts10,371
Toyota Tsusho
CorporationJuly 1948
Business transactions related to various
items in Japan and between foreign
countries, import and export
64,936
Aisin Seiki Co., Ltd. June 1949Manufacture and sales of auto parts and
household appliances45,049
DENSO CORPORATION Dec. 1949
Manufacture and sales of electrical
components for automobiles and other
applications, air conditioning equipment
and general appliances and electrical
appliances
187,457
Toyota Boshoku
CorporationMay 1950
Manufacture and sales of vehicle interior
parts, filters and power train mechanical
parts and textiles
8,400
Towa Real Estate Co.,
Ltd.Aug. 1953
Owning, managing, buying, selling and
renting out land, management and rental23,750
Toyota Central Research
and Development
Laboratories,
Incorporated
Nov. 1960
Fundamental research and testing for
technical development for the Toyota
Group
3,000
Kanto Auto Works, Ltd. April 1946
Manufacture of automobiles and of
equipment and materials for housing
construction
6,850
Toyoda Gosei Co., Ltd. June 1949
Manufacture and sales of rubber, plastic
and urethane products, semiconductor
related products, electronic products and
adhesives
28,027
Hino Motors, Ltd. May 1942 Manufacture and sales of large trucks,
buses, small commercial vehicles,
72,717
5
passenger vehicles, engines and spare parts
Daihatsu Motor, Co., Ltd. March. 1907Manufacture and sales of automobiles,
specialty vehicles and parts28,404
Toyota Housing
CorporationApr. 2003
Planning, sales, construction and after-sales
service of housing7,400
6
7
Toyota in India
Our Vision
The vision of Toyota Kirloskar Motor is to:
1. Delight our customers through innovative
products, by utilising advanced technologies and
services.
2. Ensure growth to become a major player in the
Indian auto industry and contribute to the Indian
economy by involving all stakeholders.
3. Become the most admired and respected company
in India by following the Toyota Way.
4. Be a core company in global Toyota operations.
Our Mission
1. Practice ethics and transparency in all our business operations.
2. Touch the heart of our customers by providing products and services of
superior quality at a competitive price.
3. Cultivate a lean and flexible business model throughout the value chain by
continuous improvement.
4. Lead the Toyota global operations for the emerging mass market.
5. Create a challenging workplace which promotes sense of pride, ownership,
mutual trust and teamwork.
6. Create an eco-friendly company in harmony with nature and society.
Production System
We at TKM are committed to manufacture technically advanced products. Toyota has
always believed that best way to serve society is to ensure the safety and development
of employees, especially those who work on the shop floor.
8
To realize high quality vehicle production at a reasonable price, Toyota seeks the best
balance human resources and advanced robot technology. As technology constantly
evolves, employees improve themselves through daily work and training programs
and, as a result, productivity increases.
The Toyota Production System (TPS) has achieved worldwide renown amongst both
car makers and manufacturers of other products. TPS introduced effective techniques
to streamline the production process, and avoid waste in inventory and employee time
usage. The overall aim is to direct all of the resources of a production line toward
delivering a top-quality product for the customer.
Often better known through one of its key elements, the "just-in-time" production
philosophy, TPS has proved its worth as a powerful response to changing market
demands.
It is also a vital force for harmonising and integrating the complexity of making
vehicles.
Leaner production, higher quality
The keystone to the TPS is a vision of production whereby the end product is literally
"pulled" through the system, starting with the raw materials and ending with the final
assembly of the vehicle. As the product is drawn along the manufacturing line, parts
and materials are called up from suppliers only as necessary.
The vital agents in this process are the line employees, called "team members" in
Toyota plants. By ensuring their full involvement as a team, they can identify new
solutions (kaizen, or continuous improvement), respond to immediate problems in a
standardised way (jidoka, or autonomous defects control), and continually focus their
attention on ensuring that quality and throughput rates are optimised.
The Toyota Production System is now widely accepted as a proven approach to more
resource-effective, environmentally responsible production. By empowering
employees to expose problems as they arise - by stopping the production line in case
of a problem, for instance - the system clearly shows that lasting gains in productivity
and quality are possible.
Working towards perfection
As a joint venture between Kirloskar Group and Toyota Motor Corporation, Toyota
Kirloskar Motor Private Limited (TKM) aims to play a major role in the development
of the automotive industry and the creation of employment opportunities. TKM, along
9
with its dedicated dealers and suppliers, has adopted the "Growing Together"
philosophy of its parent company TMC to create long-term business growth.
In this way, TKM aims to further contribute to progress in the Indian automotive
industry, realise greater employment opportunities for local citizens, improve the
quality of life of the team members and promote robust economic activity in India.
Local Community Development
At TKM, every effort is made to contribute to society. Toyota believes in helping
people improve the quality of life in their communities. Keeping in line with
objectives of our parent company, Toyota Motor Corporation, TKM partners with
organizations, schools, universities and other businesses to support community
development programs.
Education
Education plays an important role in shaping our future. Toyota's goal is to electrify
the minds of people by supporting educational institutes and promoting literacy. A
residential school at Bidadi, reconstructed by Toyota, now houses 75 students, mainly
belonging to backward communities. Partnering with local schools at Bidadi, TKM
has contributed textbooks, bags, computers, chairs, writing pads and other educational
material for school children.
Toyota Safety Education Programme
Toyota Safety Education Programme (TSEP) is an interactive learning programme on
traffic safety designed for school children in the age group of 6-13 years. The
objective of TSEP is to educate school children in basic traffic safety procedures,
which can be applied in their day-to-day lives, and to create a sense of road safety
amongst school children. The programme will reach out to 20 schools in Bangalore
city and will cover more than 20,000 children in the first year.
TSEP Activities:
* Mobile Traffic Park
* Traffic Safety Interactive Course
* Animated Film on Traffic Safety
* Traffic Booth
* Computer Game
10
* TSEP Website
Natural Calamities
TKM contributed 2.5mn to the Prime Ministers Relief Fund towards relief and
rehabilitation for Tsunami affected victims. In the aftermath of the tragic earthquake
in Gujarat, TKM and its dealers played a major role in distributing food, clothing and
relief in remote affected area.
Environment
At Toyota, the commitment to the environment extends beyond our products.
Whether planting trees or organizing seminars on rainwater harvesting for local
panchayats, TKM is working to make the local community a better place. As part of
the Eco Spirit Campaign, environmental awareness has been brought about in school
children through painting and quiz competitions.
Promotion of Japanese Language
Toyota Kirloskar Motor (TKM) has signed a Memorandum of Understanding (MoU)
with the Bangalore University whereby it will provide assistance in the development
of the languages section of the University. As per the MoU, TKM will financially
assist the Japanese language section for the period 2004-07. The funds would be
utilized for the upgradation and promotion of Japanese language courses and Japanese
language in Bangalore. It would also include sponsorship of one Japanese Professor
and study materials and computer peripherals for the course.
Rebuilding of Local Police Station
Extending its support to the State Police department, TKM rebuilt the Kengeri police
station keeping the format simple, yet elegant and public friendly. The upgradation
involved a better construction layout, new furniture and other utilities. The earlier
facility had a total built up area of 600 sq ft with three rooms including one lock up
room. Keeping in mind the growth envisaged for Kengeri by the State Government,
TKM has expanded the facility to offer a total built up area of 5200sqft. The new
police station has a ground and first floor with seating for space to accommodate
11
approximately 40 police personnel with separate cells for women and men. And has
enough space for record room and storage facility. The law and order division and the
traffic division are accommodated in the same premises.
The History Of Toyota - At A Glance
Toyota is one of the biggest vehicle manufacturers, and one of the most widely known
companies, in the world today.
Weaving History
Towards the end of the nineteenth century, Sakichi Toyoda invented Japan's first
power loom, revolutionising the country's textile industry. January 1918 saw him
create the Toyoda Spinning and Weaving Company, and with the help of his son,
Kiichiro Toyoda, Sakichi fulfilled his lifelong dream of building an automatic loom in
1924. The establishment of Toyoda Automatic Loom Works followed in 1926.
Kiichiro was also an innovator, and visits he made to Europe and the USA in the
1920s introduced him to the automotive industry. With the £100,000 that Sakichi
Toyoda received for selling the patent rights of his automatic loom, Kiichiro laid the
foundations of Toyota Motor Corporation, which was established in 1937. One of the
greatest legacies left by Kiichiro Toyoda, apart from TMC itself, is the Toyota
Production System. Kiichiro's "just- in-time" philosophy - producing only precise
quantities of already ordered items with the absolute minimum of waste - was a key
factor in the system's development. Progressively, the Toyota Production System
began to be adopted by the automotive industry across the world.
Rising from the ashes of industrial upheaval in post-war Japan, Toyota has become
the largest vehicle manufacturer in Japan with over 40% market share. Toyota began
to make inroads into foreign markets in the late 1950s. The first Crown models
arrived in the USA in 1957, and by 1965, with models such as the Corolla, Toyota
began to build its reputation and sales to rival those of domestic producers. The first
Toyota imported into Europe was via Denmark in 1963. Toyota has con-tinued to
grow in Europe's sophisticated and complex market, and in 2000 the company
delivered its ten millionth car to a customer in Germany. In fact, growth is currently
12
one of the main words in Toyota's European vocabulary, and the com-pany plans to
reach annual sales of 800,000 in Europe by 2005. Toyota is number one for customer
satisfaction in the majority of European countries and has built an excellent reputation
across Europe for reliability and customer service. This enviable reputation, along
with the support of a network of more than 25 distributors and 3,500 sales outlets, are
important factors in supporting Toyota's European sales growth in the coming years.
MANAGEMENT OF DOBRO TOYOTA
Dobro Toyota, the first dealer of Toyota Kirloskar Motor Private Ltd in Andhra
Pradesh provides a “single sort of commutation solutions” to the customer. It
includes finance, insurance, registration and servicing.
Dobro Toyota the brainchild of Pankaj Doshi is located at the heart of the city built in
three acres with a capacity to service 100 vehicles per day..“Leadership to excellence
is not only our slogan, but also our Working philosophy. In the pursuit of excellence,
our greatest asset philosophy. In the pursuit of excellence, our greatest asset.Is our
manpower I am the happiest person on earth Pankaj Doshi every one of my
Customers is happy with our CEO, Dobro Toyota dobra services” says Mr. Pankaj
Doshi. In order to provide uninterrupted service, Dobro Toyota and services Centre is
open on Sundays and Public Holidays.
On the 14th February, 20013 the Dobro Toyota has celebrate its 13th successful
anniversary in a very short span of time in the industry like automobiles is no mean
task. Working towards the customer’s benefit has resulted in Dobro Toyota becoming
one of the top three Toyota Dealers in India. Well-qualified staff members who are
experts in technical, commercial and financial aspects of vehicle provide clear
solutions for all customer needs.
One among them is Mr. Ajay Tripathi Sales Manager of Dobro Toyota contributing
his share in the success of the organization says that, “In the world of excellence
Dobro Toyota still have a lot of potential to perform beyond excellence.” Guiding
and Co-coordinating the team to solve each and every problem of the customer with
13
various customer service programs, Mr. Ajay Tripathi is already on the mission to
take his organization to the top position.
Mr. V. Shyam Reddy GM Sales is happy about the existing devoted team for their co-
ordination to maintain 100% target achievement and competent of touching never
heights to the satisfaction of Dobra Toyota.
Mr. Hariharan Vasudevan, a Post Graduate in Business Management with an
experience more than 22 years currently the General Manager Customer Support and
Human Resource is willing to give opportunities to the deserving youth to become the
part of Dobro Global Era.
SERVICE STATION OF DOBRO TOYOTA
Dobro Toyota is authorized by Toyota Kirloskar Motors Pvt. Ltd. Its Head Office is
at Basheerbagh, Doshi Chambers and its workstation is at Uppal where more than 150
cars can be parked and repaired at the same time. They are 76 attendants in this
service station. They put all their efforts to service and repair the cars up to the
customer’s expectations.
Daily more than 50% of the customers come for the delivery process for
which service station have maintained some standards to make customer satisfied
with the delivery Process and various Customer Service Program which are ultimately
offered for the customer’s benefit.
14
CHAPTER-III
REVIEW OF LITERATURE
MARKET:
The concepts of exchange and relationships lead to the concept of a market. A
market is the set of actual and potential buyers of a product. These buyers share a
particular need or want that can be satisfied through exchange relationships.
Marketing means managing markets to bring about profitable customer
relationships. However, creating these relationships takes work. Sellers must search
for buyers, identify must first create a need-satisfying marketing offer (product). It
must decide how much it will charge for the offer (price) and how it will make the
offer available target consumers (place).Finally, it must communicate with the target
customers about the offer and persuade them of its merits (promotion).
MARKETING:
15
Marketing is the business function that identifies customer needs and wants.
Creating customer value and satisfaction are the heart of modern marketing thinking
and practice. Marketing is the delivery of customer satisfaction at a profit.
Many people think of marketing only as
Selling & advertising. But selling & advertising are
Only the tip of marketing. Marketing means managing
markets to bring about exchanges and relationships for
the purpose of creating value and satisfying needs & wants.
Today, marketing must be understood not in the old sense of making a sale –
‘’telling and selling’’ – but in the new sense of satisfying customer needs. If the
marketer does a good job of understanding consumer needs; develops products that
provide superior value; and prices, distributes, and promotes them effectively, these
products will sell very easily. Thus, selling and advertising are only part of a larger
‘’marketing mix’’ – a set of marketing tools that work together to satisfy customer
needs and build customer relationships.
Broadly defined, marketing is a social and managerial process by which
individuals and groups obtain what they need and want through creating and
exchanging value with others. In a narrower business context, marketing involves
building profitable, value – laden exchange relationships with customers. Hence, we
define marketing as the process by which companies create value for customers and
build strong relationships in order to capture value from customers in return.
CUSTOMER NEED,WANTS AND DEMANDS:
The most basic concept underlying marketing is that of human needs. Human
needs are states of felt deprivation. They include basic physical needs for food,
clothing, warmth, and safety: social needs for belonging and affection: and individual
needs for knowledge and self – expression. Marketers did not create these needs: they
are a basic part of the human makeup.
16
Marketing Management concepts
Production Product Selling Marketing Societal
Wants are the form human needs take as they are shaped by culture and
individual personality. An American needs food but wants a Big Mac, French fries,
and a soft drink. A person in Mauritius needs food but wants a mango. Rice, lentils,
and beans. Buying power shapes wants, wants become demands. Given their wants
and resources, people demand products with benefits that add up to the most value
and satisfaction.
MARKETING MANAGEMENT:
The analysis, planning, implementation and control of programs design to
create, build and maintain beneficial exchanges with target buyers for the purpose of
achieving organizational objectives.
PRODUCTION CONCEPT:
Management should focus on improving production and distribution
efficiency. When the demand for a product exceeds the supply, management should
looks for ways to increase production. When the products cost is too high, improved
productivity is needed to bring it down.
PRODUCT CONCEPT:
Consumer will favour products that offer the most quality, performance and
innovative features. Thus, an organization should devote energy to making continues
product improvements.
SELLING CONCEPT:
17
ExistingSelling &Profits throughFactoryproductspromotingsales volume
CustomerIntegratedProfits throughMarketneedsmarketingcustomer satisfaction
Society(Human welfare)
Consumers will not buy enough of the organizations products unless its under
takes large-scale selling and promotion effort.
SELLING:
Selling is also important function of marketing. It is the process where by
goods and services finally flow to the customers who need them. Selling focuses on
the needs of the seller.
MARKETING CONCEPT:
The marketing concept holds that achieving organizational goals depends on
determining the needs and wants of target markets and delivering the desired
satisfaction more effectively and efficiently than to competitors.
Marketing means obtaining customers. Marketing focuses on the needs of the
purchaser. Makes profits by creating long term customer relationships based on
customer value and satisfaction.
SOCIETAL CONCEPT:
The societal marketing concept holds that the organization
should determine the needs, wants and interests of target markets.
18
ProductProduct variety
Quality & DesignFeatures
Brand namePackaging & ServicesWarranties & Returns
PriceList priceDiscounts
AllowancesPayment period
Credit terms
PlaceChannels
Coverage & LocationsAssortments
InventoryTransportations
Logistics
PromotionAdvertising
Personal sellingSales promotionPublic relations
TargetCustomers
MARKETING MIX (4 Ps):
Marketing mix includes the set of controllable, tactical marketing tools in the
target marke.
Product means the goods and services combination the company offer
to the target market. Ex: Nuts & Bolts, Spark plugs, Pens & Pencils
etc.
Price is the amount of money customers has to pay to obtain the
product.
Place includes company activities that make the product available to
target consumers
Promotion means activities that communicate the merits of the product
and persuade target customers to buy it. Ford spends money each year
for advertising to tell consumer about the company and its product.
19
Implementation
Carry out plans
(The company turns the plans In to action)
ControlMeasure results
Evaluate results
Take corrective
action
MARKETING EFFORT / MARKETING CONTROL:
The company wants to design and put in to action the marketing mix that will
best achieves its objectives in its target markets.
Customer value and satisfaction:
20
Analysis
Planning
Develop strategic plans
Develop marketing plans
Consumers usually face a broad array of products and services that might
satisfy a given need. How do they choose among these many marketing offers?
Customers form expectations about the value and satisfaction that various marketing
offers will deliver and buy accordingly. Satisfied customers buy again and tell others
about their good experiences. Dissatisfied customers often switch to competitors and
disparage the product to others.
Marketers must be careful to set the right level of expectation. If they set
expectations too low, they may satisfy those who buy but fail to attract enough
buyers. If they raise expectations too high, buyers will be disappointed. Customers
value and customers satisfaction are key building blocks for developing and managing
customer relationships.
Satisfaction is defined as….
“A persons feelings of pleasure or disappointment resulting from comparing a
product’s perceived performance (or outcome) in relation to his or her expectations”.
Customer satisfaction depends on products perceived performance in
delivering value relative to buyer’s expectations. If the products performance falls
short of the customer’s expectations, the buyer is dissatisfied. If performance matches
expectations, the buyer is satisfied. If performance exceeds expectations, the buyer is
delighted.
21
CRM stands for Customer Relationship Management. It is a strategy used to
learn more about customers' needs and behaviors in order to develop stronger
relationships with them. After all, good customer relationships are at the heart of
business success. There are many technological components to CRM, but thinking
about CRM in primarily technological terms is a mistake. The more useful way to
think about CRM is as a process that will help bring together lots of pieces of
information about customers, sales, marketing effectiveness, responsiveness and
market trends.
GOALS OF CRM:
The idea of CRM is that it helps businesses use technology and human resources
to gain insight into the behavior of customers and the value of those customers. If it
works as hoped, a business can:
Provide better customer service
Make call centers more efficient
Cross sell products more effectively
Help sales staff close deals faster
Simplify marketing and sales processes
Discover new customers
Increase customer revenues
It doesn't happen by simply buying software and installing it. For CRM to be truly
effective, an organization must first decide what kind of customer information it is
looking for and it must decide what it intends to do with that information. For
example, many financial institutions keep track of customers' life stages in order to
market appropriate banking products like mortgages or IRAs to them at the right time
to fit their needs.
22
Next, the organization must look into all of the different ways information
about customers comes into a business, where and how this data is stored and how it
is currently used. One company, for instance, may interact with customers in a myriad
of different ways including mail campaigns, Web sites, brick-and-mortar
stores, call centers, mobile sales force staff and marketing and advertising efforts.
Solid CRM systems
Link up each of these points. This collected data flows between operational
systems (like sales and inventory systems) and analytical systems that can help sort
through these records for patterns. Company analysts can then comb through the data
to obtain a holistic view of each customer and pinpoint areas where better services are
needed. For example, if someone has a mortgage, a business loan, an IRA and a large
commercial checking account with one bank, it behooves the bank to treat this person
well each time it has any contact with him or her.
NEED FOR CRM PROJEC:
Not really. But one way to assess the need for a CRM project is to count the
channels a customer can use to access the company. The more channels you have, the
greater need there is for the type of single centralized customer view a CRM system
can provide.
HOW LONG WILL IT TAKE TO GET CRM IN PLACE
A bit longer than many software salespeople will lead you to think. Some
vendors even claim their CRM "solutions" can be installed and working in less than a
week. Packages like those are not very helpful in the long run because they don't
provide the cross-divisional and holistic customer view needed. The time it takes to
put together a well-conceived CRM project depends on the complexity of the project
and its components.
CRM COST:
A recent (2001) survey of more than 1,600 business and IT professionals,
conducted by The Data Warehousing Institute found that close to 50% had CRM
23
project budgets of less than $500,000. That would appear to indicate that CRM
doesn't have to be a budget-buster. However, the same survey showed a handful of
respondents with CRM project budgets of over $10 million.
What are some examples of the types of data CRM projects should be collecting?
Responses to campaigns
Shipping and fulfillment dates
Sales and purchase data
Account information
Web registration data
Service and support records
Demographic data
Web sales data
SUCCESSFUL CRM IMPLEMENTATION
Break your CRM project down into manageable pieces by setting up pilot
programs and short-term milestones.
Starting with a pilot project that incorporates all the necessary departments
and groups that gets projects rolling quickly but is small enough and flexible
enough to allow tinkering along the way.
Make sure your CRM plans include a scalable architecture framework.
Don't underestimate how much data you might collect (there will be LOTS)
and make sure that if you need to expand systems you'll be able to.
24
Be thoughtful about what data is collected and stored. The impulse will be to
grab and then store EVERY piece of data you can, but there is often no reason
to store data. Storing useless data wastes time and money.
Recognize the individuality of customers and respond appropriately. A CRM
system should, for example, have built-in pricing flexibility.
CRM PROJECT TO FAIL:
Many things from the beginning, lack of a communication between everyone
in the customer relationship chain can lead to an incomplete picture of the customer.
Poor communication can lead to technology being implemented without proper
support or buy-in from users.
For example, if the sales force isn't completely sold on the system's benefits,
they may not input the kind of demographic data that is essential to the program's
success. One Fortune 500 company is on its fourth try at a CRM implementation,
primarily because its sale force resisted all the previous efforts to share customer data.
10 Tips for implementing customer self-service
Learn everything about your customers.
Conduct focus groups to ensure that they want self-service.
Define clear business goals.
Evaluate the technology for its technical and financial merits.
Does it match your customer base? Will it boost profitability?
Offer training to employees.
Expect this to be an iterative process that requires making changes as
you learn more about your customers.
Develop an effective way to measure results.
25
Under promise and over deliver.
Customer relationship management is a business strategy to select and manage
the most valuable customer relationships. CRM requires a customer-centric business
philosophy and culture to support effective marketing, sales, and service processes.
CRM applications can enable effective customer relationship management, provided
that an enterprise has the right leadership, strategy, and culture.” -The CRM Primer,
www.crmguru.com
26
Benefits of CRM:
Improved customer retention
Purchase amount increases over time
– Average of 8%/year in the insurance industry
Reduction in costs
– Order processing
– Short-term acquisition costs
– Customer referrals
On the “gray markets”
– Often harmful to profits
– Frequently used to level inventories 2-way communications
– Improves customer satisfaction
Impact
Cultural changes:
Top executives must drive the initiative
– Shift from product orientation to customer
Shift in marketing type
– Away from mass, towards personal “1:1”
Change in attitude at all levels
– Compensation system must change to reinforce new behaviors
27
New positions or teams should be formed
Pre-implementation:
Classify customers based on diversity of value and needs
Classify customers based on diversity of value and needs
Determine who the customers are
– Wal-Mart, or Jimmy Joe-Bob?
Business categories Consumer categories
Identification Identification
Customer Rating Customer Rating
Background Background
Presale Communication Presale Communication
Decision makers Purchase behavior
Decision making Post purchase behavior
Influences Predicted behavior
Post purchase behavior Creditworthiness
Channels Attitudes and perceptions
Pricing
Predicted Behavior
Creditworthiness
Relevant information
– Don’t ask a customer the same thing more than once
28
– Interact in the medium of the customer’s choice
– When engaging in an interaction, start with the customer, not the
product
– Make the interactions personal and personalized
– Ensure that your interactions with customers are always welcomed
– Ensure that they are immediately identified and treated appropriately
– Protect the customer’s privacy
– Invite dialogue by printing toll-free numbers and web-site URLs on
everything
– Ensure that the customer can see the value from each interaction.
Deliver information or value that reflects what has been learned
– Be sensitive to the customer’s time. Don’t try to learn everything
about a customer at once.
IT’s role in CRM:
Three general types of eCRM packages
– Marketing Automation Systems (MAS)
» Customer database creation
» Analysis of customer attributes
» Automate several marketing functions
– Sales Force Automation (SFA)
» Intended to automate many functions performed by salespeople
» If completely successful, it will eliminate the “personal touch”
29
eCRM package types:
– Customer Service Automation systems
» Augments call center personnel
» Some can respond to e-mails on their own
» Ties-in to existing company software, including other eCRM
packages (generally…)
Selecting the right CRM packages
– Step 1: Size the package to your firm
– Step 2: Gather as much information on every package sized
appropriately
– Step 3: Using a standard formula, evaluate the packages and make a
choice
CRM and ERP
– Determine if a package can be tied-in to the enterprise’s ERP system
before making a purchase decision
– Inventory, order processing, and accounts receivable features can be
used to augment the CRM program
– Goal: establish a closed-loop eCRM solution
Data mining tools:
– Market basket analysis and automatic cluster generation
– Decision trees and memory-based reasoning
– Neural net systems
30
CRM in the Supply Chain
Goals of Supply Chain Management:
– Reduce uncertainty and risks in supply chain
– Positively affect inventory levels, cycle time, processes, and end-
customer service levels
Customer Relationship Management
– Useful for forecasting and planning
– Improves customer service levels
CRM across Company Functions
Marketing – Account management expertise
Research & Development – Specifications that define requirements
Logistics – Knowledge of customer service requirements
Production – Manufacturing strategy
Purchasing – Sourcing strategy
Finance – Customer Profitability Reports
Customer Relationship Management
Wrap-Up
31
Your customers improves profits
Focus on the best, treat mid-range as group, and Knowing discourage bottom-feeders
Customize product and service to retain good customers
Give CRM time to pay off; a good CRM program will be worth the investment
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
32
TABLE 1TABLE 1
1 which Toyota Car do you own? 1 which Toyota Car do you own?
CHART 1CHART 1
1 INNOVA60%
2 ETIOS20%
3 FORTUNER15%
4 COROLLA5%
RESPONDENTS
Interpretation:
From above it can be stated that the general satisfaction level of for
TOYOTA in twin cities of Hyderabad and Secunderabad is 60%.
33
S NOS NO PRODUCTPRODUCT RESPONDENTSRESPONDENTS %%
11 INNOVAINNOVA 6060 6060
22 ETIOSETIOS 2020 2020
33 FORTUNER FORTUNER 1515 1515
44 COROLLACOROLLA 55 55
2. SOURCES OF AWARENESS:
The customer was enquired about the sources of awareness with regard to
TOYOTA. This will help to know us to which sources is playing a major role in
creating awareness among the customers.
CHART-2
T.V 35%
NEWSPAPERS
25%
FRIENDS12%
DEALERS28%
1 T.V
2 NEWSPAPERS
3 FRIENDS
4 DEALERS
Interpretation:
Out of the responses obtained from 100 customers 28% said that they
became aware of the Friends. And through the friends 35% of the customers are
34
S .NO ADVERTISEMENT RESPONDENTS %
1 T.V 35 35
2 NEWSPAPERS 25 25
3
FRIENDS 12 12
4
DEALERS 28 28
aware from the T.V. And another 25% are aware of by the NEWS PAPERS. And only
12% are aware by the DEALERS
3. LEVEL OF SATISFACTION:
The customer was enquired about the level of satisfaction with regard to the
TOYOTA.
S NO SATISFACTION RESPONDENTS %
1 EXCELLENT 30 65
2 GOOD 10 20
3 AVERAGE 50 10
4 POOR 10 5
CHART-3
Excellent65%
Good20%
Average10%
Poor5%
S NO SAT-ICEFACTION1 Excellent2 Good3 Average4 Poor
Interpretation:
Out of the responses obtained from 100 customers 65% said that they are
EXCELLENT satisfied and 20% were GOOD and 10% were AVERAGE and 5%
35
were vehicle is poor. This data is obtained by most of members were satisfied by
TOYOTA.
4. What are the voluble attributes you normally look while purchasing a four-
wheeler?
S NO ATTRIBUTES RESPONDENTS
1 PERFORMENS 50 50
2 PRICE 10 10
3 DESIGN 30 30
4 OTHERS 10 10
CHART-4
DESIGN30%
PRICE10%
PERFORMANCE50%
OTHERS10%
RESPONDENTS
1 DESIGN
2 PRICE
3 PERFORMANCE
4 OTHERS
Interpretation:
From the above it can be stated that general normally any one while purchasing a four
wheeler most of the members are seeing 50% of members are seeing PERFORMENS
and 30% of members are seeing DESIGN And 10% of members are seeing PRICE
and 10% of members are Others.
36
5. SUGGESTING TO FRIENDS:
The following table is regarding the customer likeliness in suggesting this
showroom to other friends. This is an indicator of customer satisfaction also.
Let’s see the responses.
S NO SUGGEST FRIENDS RESPONDENTS %
1 YES 90 90
2 NO 10 10
CHART-5
YES NO1 2
0102030405060708090
90%
10%
RESPONDENTS
Interpretation:
A look at the chart shows that 90% of the members are suggesting and 10% of the
members are not suggesting.
37
6) SALSE EXECUTIVE PERFORMENS:
The following table shows “sales executive” role in explaining the features of
the car to customer. This helps to know how effective he is in his job let’s see the
response.
S NO EXPLANATION IN NUMBERS %
1 EXCELLENT 70 70
2 VERY GOOD 25 25
3 POOR 5 5
CHART-6
EXCELLENT70%
VERY GOOD25%
POOR5%
RESPONDENTS
1 EXCELLENT
2 VERY GOOD
3 POOR
Interpretation:
Out of 100 respondents 60 % of them felt the explanation to be
“EXCELLENT”. And 35% of them “VERY GOOD” and rest of 5% felt to be
“POOR”. According to them sales executives does knotty explain all feature POOR
this kind of responses need to be considered with seriousness.
38
7) DELIVERY TERMS:
One of the major factors, which has great role in “CRM”, is the delivery terms with
regard to customer query or grievance.
DELIVERY TERMS IN NUMBERS
TIMELY/PROMPTLY
70
SAFELY 25
INCONDITION 5
CHART-7
Interpretation:
From the above chart we conclude that most of the customer that is 70% of
found the delivery process is to be “TIMELY” and 25% of delivery process to be
“SAFELY” and 5% of delivery process to “INCONDITION”.
39
IN NUMBERS0
1020304050607080
TIMELY/PROMPTLY
SAFELY
INCONDITION
8) What is your opinion about mileage?
S NO OPINION RESPONDENTS %
1 EXCELLENT 50 50
2 GOOD 30 30
3 AVERAGE 15 15
4 POOR 5 5
CHART-8
TIMELY60%
SAFELY20%
DELIVERY PROCESS15% IN CONDITION
5%
RESPONDENTS
1 TIMELY
2 SAFELY
3 DELIVERY PROCESS
4 IN CONDITION
Interpretation:
Out of the 100 respondents 50% of them told “EXCELLENT” and 30% of them told
“GOOD” and 15% of them told “AVERAGE” and 5% of them told “POOR”.
40
9) AMBIENCE OF SHOW ROOM:
The other factor, which has much influence on the customer, is the
“AMBIENCE” of the show room. This will help to know how the customer perceives
this particular show room in comparison with the other showroom.
S.NO SCALE RATING RESPONDENTS %
1 SHOWROOM AMBIENCE 55 55
2 DISTANCE 25 25
3 APPEAL 10 10
4 OTHERS 10 10
TOTAL 100 100
CHART-9
SHOWROOM AMBIENCE,55%
DISTANCE 25%
APPEAL 10%
OTHERS 10%
1 SHOWROOM AM-BIENCE
2 DISTANCE
3 APPEAL
4 OTHERS
Interpretation:
From the above graph we can conclude that out of 100 customers interviewed 40%
were telling that the ambience of showroom is “PLEASANT’ and 38% was telling as
“EXCELLENT” and 22% says “APPEAL” is very good.
41
10.Since how many months have you been using Toyota car?
No. of respondents Percentage
0-6 months 23 23%
6-12 months 37 37%
1-2 years 36 36%
More than 2 years 04 04%
Total 100 100%
Using of the service (in months):
23%
37%
36%
4%
0-6 months
6-12 months
1-2 years
More than 2 years
Interpretation:
From the above table it is seen that 37% of the respondents have been using
Toyota products for past one year. While 36% have been using it for more than 1
year, and a significant 23% of respondents have been using the service for less than
six months. Only 4% of the respondents have been using Toyota products for more
than 2 –years.
42
11.What is the reason for choosing this car?
No. of respondents Percentage
Less price 20 20%
Quality service 56 56%
Brand image 24 24%
Total 100 100%
Reason for choosing the service:
20%
56%
24%
Less price
Quality service
Brand image
Interpretation
From the above table it is shown that 56% of the respondents are citing quality
of service as the factor. While 24% cited brand image as the reason for choosing the
service. As far as price is concerned only 20% of the respondents have quoted it as the
reason for choosing this service.
43
12.Why do you prefer for this service?
No. of respondents Percentage
Convenience 53 53%
Economical 30 30%
Security 04 04%
Features 13 13%
Total 100 100%
Preferring for this service:
53%
30%
4%
13%
Convenience
Economical
Security
Features
Interpretation
In today’s busy world convenience seems to be the most overriding factor while
preferring a cellular service. It is clear that 53% of the respondents have preferred this
service due to easy & hands free availability, making it convenient to use it. On the
other hand 30% have said economy of the service, while 13% of the respondents have
given features as their choice. While a meager 4% of the said security as the reason
for preferring the service.
44
13. Do you feel that the instruments being provided along with the services is ok
or you want a change (as per choice)?
No. of respondents Percentage
Yes, we want change 10 10%
No, it is OK 90 90%
Total 100 100%
Instruments provided with service are ok or not:
10%
90%
Yes, we want change
No, it is OK
Interpretation:
From the above table it is clear that 90% of the total 100 respondents doesn’t
want any change in the instruments being provided by the company, they want as it is.
But the remaining 10% of the respondents are willing to have change in that at some
choice, in terms of certain features as compared with the competitors.
45
14. What is your Opinion on the service availability of Toyota?
Respondents Percentage
Easily available 60 60%
Not available 10 10%
To some extent 30 30%
Can’t say 00 00%
Total 100 100%
No. of respondents
Easily availableNot availableTo some extentCan’t sayTotal
Interpretation:
The above table indicates that the TOYOTA services are easily available in
urban areas; this is clarified from 100 respondents surveyed.
46
15.Are you satisfied with the quality of service being provided?
No. of respondents Percentage
Yes 85 85%
No 5 5%
To some extent 0 0%
Can’t say 10 10%
Total 100 100%
Satisfaction l with the quality of service:
85%
5%
0%
10%
Yes
No
To some extent
Can’t say
Interpretation:
From the above table it is clear that 85% of the respondents are satisfied with
the quality of service while a significant number i.e., 10% of the respondents couldn’t
say anything and 5% of the respondents replied they are not satisfied with the quality
of service.
47
10
90
010
2030
405060
7080
90100
Yes No
16.Have you faced any problem at the time of Change in section?
No. of respondents percentage
Yes 10 10%
No 90 90%
Total 100 100%
Facing of problems:
Interpretation:
The above table indicates that at the time of activation only 10% of the
respondents have faced problem with company, and 90% of the respondents have not
face any problem.
48
17. YES, What is your rating factor for Car which you will give?
RATING FACTOR :-
GOOD FAIR BAD
Quality
Price
Longevity
Others (_)
Interpretation:
By the above bar-chart we know that out of 100 respondents 67% have used the
TOYOTA. Out of 67% respondents 62% people rated good quality, 4% respondents
rated fair quality and remaining 1% respondents rated bad quality.
Out of 67% respondents 46% respondents rated good price, 20% respondents
rated fair quality and remaining 1% respondents rated bad price.
Out of 67% respondents’ 55%respondents rated good longevity and 12%
respondents rated fair longevity.
49
GOOD FAIR BAD0
10
20
30
40
50
60
70
Rating factor for reliance products
QUALITYPRICELONGEVITY
62 4 1
46 20 1
55 12 0
18. What way you think promotion of Toyota Products Should be done
a) Offers b) Advertisement
c) Free Service d) others ( )
Offers Advertisement
And offers
Advertisement Free Service Free service and offers All the
above
8 10 17 42 5 6
Interpretation:
By this pie-chart we know that the promotions should be done by free service and
advertisement.
50
8%
17%
42%
10%
12%
5%6%
what do you think promotions should be done
offer advertisementfree service offers & advertisementadvertisement & free service
offers & free service
allthe above
19.Is the appointment system useful to you?
1)Completely 2) Useful 3) Not useful
SL.NO OPTIONS RESPONSE`
1 Completely 25
2 Useful 73
3 Not useful 2
Source: customer survey (primary data)
Appointment system
Useful73%
Completely useful25%
Not useful2%
Interpretation:-
Among the 100 customers when a question was raised regarding the
usefulness of service appointment system 25% of the respondent said completely
useful, 73% said useful and 2% said not useful.
51
CHAPTER-V
FINDINGS
SUGGESTIONS
CONCLUSION
ANNEXTUREANNEXTURE
BIBLIOGRAPHYBIBLIOGRAPHY
52
FINDINGS
1. Most of the respondents were aware by the friends and relatives
(48%).Advertisements (28%) also helped in providing information to the
respondents.
2. 82% of the respondents were aware of TOYOTA brand.
3. In advertisement media newspapers (56%) were much affective and motor (38%)
was also a major advertising media.
4. Many factors like family members advertising were responsible for influencing
the customers to buy TOYOTA MOTORS.
5. 6% of the customers were very much satisfied with TOYOTA MOTORS.
Whereas 58% was satisfied with TOYOTA MOTORS.
6. 39% of the respondents were satisfied with the service of the TOYOTA
MOTORS.
7. After sales service at door step 38% was one of the factors which help the
purchaser to buy a TOYOTA MOTORS. Prompt service 52% also help to attract
the purchaser.
8. 54% of the respondents considered the price of the TOYOTA MOTORS. As
higher where as only 8% considered as economical and 38% of the respondent
said it as reasonable.
53
SUGGESTIONS
1. The most important media for consumer durables is MOTORS. So, they
should go for television advertisements rather going for newspaper, the
television advertisements influences more on the people. They should spend
some expenditure for T.V. advertisements.
2. Being the price of the TOYOTA MOTORS is high they should try to reduce
prices because there are many other TV’s which can be purchased at lower
cost, and then these people are selling. If not, the sales may decrease.
3. More features should be added to the television according to the needs of the
customer, because their competitors are coming with new models. According
to the competitors changing models also these people should change the
models also these people should change the models or change the technology.
4. Company should give some incentives to the dealers for promoting the
products of TOYOTA MOTORS. They should not neglect dealers. They
should select good dealers, b which they can give customer satisfaction.
5. Company should setup service centres at dealer level itself. They should train
some personnel for exclusive maintenance of these Televisions. They should
provide home service to the customers. The personnel should be appointed by
company to the dealers. The service should be accurate.
54
CONCLUSION
A study was useful in understanding the customer relationship management of
DOBRO TOYOTA CARS among a various customers launching new formulations
can make Innova to the pioneer in many market segments.
Innova was inferred that most customers of high-income group preferred the supply
of Innova CARS. About 70% of customers are aware of Innova CARS.
Most of the customers agree that Innova is best quality with reasonable price the
attitude 50% of customers towards price of Innova Cars is reasonable. But 10% of the
customers of asking for improvement in the quality.
55
ANNEXTUREANNEXTURE
Name of Respondent: ___________________________________________________
Designation: ________________________ Income:
___________________________
Address:
______________________________________________________________
Phone No._________________ Email id: ___________________________________
Introduction & purpose
Good ___________________. I’m __________________ from HSM on Customer
Relationship Management. As part of curriculum I am doing this survey for the award
of Master of Business Administration. Kindly, co-operate, the information given by
you will be used for academic purpose only.
……………………………………-o0o-………………………………………………
1. DO YOU OWN A CAR? (YES / NO)
2. SOURCES OF AWARENESS: ( )
(A)T.V (B)NEWSPAPER (C)FRIENDS (D)DEALERS
3. LEVEL OF SATISFACTION ( )
(A)EXCELLENT (B) GOOD (C) AVERAGE (D) POOR
4. WHAT ARE THE VOLUBLE ATTRIBUTES YOU NORMALLY LOOK WHILE
PURCHASING A FOUR-WHEELER? ( )
(A) PERFORMENS (B) PRICE (C) DESIGN (D) OTHERS
5. SUGGESTING TO FRIENDS: (YES/NO)
56
6) SALSE EXECUTIVE PERFORMENS: ( )
(A)EXCELLENT (B) GOOD (C) AVERAGE (D) POOR
7) DELIVERY TERMS: ( )
(A) TIMELY/PROMPTLY (C) SAFELY (C) INCONDITION
8) AMBIENCE OF SHOW ROOM: ( )
(A) SHOWROOM AMBIENCE (B) DISTANCE
(C) APPEAL (C) OTHERS
9. ARE YOU SATISFIED WITH YOUR FOUR WHEELER? (YES / NO)
10. PLEASE RATE OVER ALL EXPERIENCE WITH REGARD TO THE ABOVE
ANS: ___________________________________
11. POST PURCHASE:
(A) DID THE SALES PERSONNEL CONTACT YOU ABOUT THE
SATISFACTION LEVEL AFTER DELIVERING THE CAR.? (YES / NO)
i) HOW MANY TIMES ( )
A) ONCE B) TWICE C) MORE THAN TWICE
II) WERE THEY FRIENDLY (YES / NO)
11. PLEASE MENTION YOUR VALUABLE SUGGESTIONS:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
57
BIBLIOGRAPHYBIBLIOGRAPHY
PHILIP KOTLER 2000/e - MARKETING MANAGEMENT
PHILIP KOTLER &
GARY ARMSTRONG - PRINCIPLES OF MARKETING
G.C. BERI - MARKETING RESEARCH
www.toyotabharat.com
www.dobrotoyota.com
58