Study of The Bus Industry With Special Emphasis in Mahakoshal Region

[MARKETING SURVEY OF EICHER BUSES]
Study Of Bus Industry

Services With Special
Emphasis In Mahakoshal
Region
Index
Introduction
Companyprofile
Objective
27
Executivesummary
29
Literaturereview
37
ResearchMethodology
46
Dataanalysis&Interpretation
52
SWOTAnalysis
54
Conclusion
57
suggestion
59
Bibliography&heliography
61
Appendix
63
Introductio
n
Introduction
Buses are the cheapest way to get around India, though most travellers prefer trains
for long-distance journeys. Services are fast and frequent, and buses are the only
way to get around many mountainous areas. However, roads are perilous, buses are
driven with wilful abandon and accidents are always a risk. Avoid night buses
unless there is no alternative drivers use the quieter roads as an excuse to take
even more death-defying risks. All buses make regular snack and toilet stops,
providing a break from the rattle and shake but adding hours to journey times.
Buses run by the state government bus companies are usually the safest and most
reliable option, and seats can be booked up to a month in advance. Private buses
tend to be cheaper but drivers are notorious speed-demons and conductors cram as
many passengers on as possible to maximise profits. Earplugs are a boon on all
5
long-distance buses to muffle the deafening music. On any bus, sit between the
axles to minimise the effect of bumps and potholes.
Luggage is either stored in compartments underneath the bus (sometimes for a
small fee) or it can be carried free of charge on the roof. Conductors will carry
your bags up for a modest tip, or you can scramble up yourself and have peace of
mind that your luggage is secure. Roof riding on public buses used to be a thrilling
way to see the Indian countryside but the authorities have decided that it is (a)
dangerous, and (b) too much fun. Roof-riding is now only possible on local buses
between outlying villages.
If your bags go on the roof, make sure they are locked shut and securely tied to the
metal baggage rack some unlucky travellers have seen their belongings go
bouncing off the roof on bumpy roads! Theft is a minor risk so keep an eye on your
bags at snack and toilet stops and never leave your day-pack unattended inside the
bus.
The India bus industry forms an important part of the automobile industry in the
country. Over the last few years, the bus industry has grown to a great extent and
new types of buses with better facilities have come up. Due to the development of
infrastructure and more roads, more and more people from the rural areas are also
nowadays availing of the bus services. This has been a great help for the India bus
industry.
With the recent innovations, more buses are being introduced into the market.
These buses are spacious and comfortable. They are also eco friendly and the
mileage is also pretty good. Nowadays, new types of buses are being introduced
which are equipped with advanced facilities and services such as air-conditioners,
passenger information system, air suspension system, high quality engines and
transmission systems and so on. With more such buses being introduced, the
customer base is also expected to rise pretty well over the few years.
The India bus industry comprises a number of classes and categories which are
broadly based according to their uses and the services offered.
Usually, the buses in the country consist of different categories such as:
Electric Buses
School Buses
6
Commuter Buses
Cruiser buses
Deluxe Buses
Mini Bus
LHD Buses
Tourister Buses
With the liberalization of the Indian market and also the increase in the commuter
base, even foreign companies have started investing in the India bus industry.
Premier global bus company Volvo set the standards by entering the luxury and
tourister bus segment in the country. Recently, Mercedes has also entered the
luxury bus sector in the country with its high class and advanced air conditioned
buses. Apart from these, some well known bus companies are thinking of entering
the luxury bus segment. They are Mobitec, Konevekta, Bitzer, and Allison
Transmission and so on. Temsa, the global bus company from Turkey also plans to
enter India by the year 2010.
The main domestic players in the bus industry in India are Tata Motors, Ashok
Leyland, Swaraj Mazda, and Eicher and so on. In most of the cities in India, the
skyline buses that ply are manufactured by Eicher. Most of the school buses and
custom made buses are manufactured by Eicher Motors Ltd while the main
manufacturer of minibuses is Eicher Ltd.
TataMotorsLimitedisIndia'slargestautomobilecompany,withconsolidated
revenuesofINR1,65,654crores(USD32.5billion)in201112.Itistheleaderin
commercialvehiclesineachsegment,andamongthetopinpassengervehicles
withwinningproductsinthecompact,midsizecarandutilityvehiclesegments.It
isalsotheworld'sfourthlargesttruckandbusmanufacturer.
TheTataMotorsGroup'sover55,000employeesareguidedbythemission"tobe
passionateinanticipatingandprovidingthebestvehiclesandexperiencesthat
exciteourcustomersglobally."
Establishedin1945,TataMotors'presencecutsacrossthelengthandbreadthof
India.Over7.5millionTatavehiclesplyonIndianroads,sincethefirstrolledout
in1954.Thecompany'smanufacturingbaseinIndiaisspreadacrossJamshedpur
(Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar
(Uttarakhand),SanandGujarat)andDharwad(Karnataka).Followingastrategic
alliancewithFiatin2005,ithassetupanindustrialjointventurewithFiatGroup
AutomobilesatRanjangaon(Maharashtra)toproducebothFiatandTatacarsand
Fiatpowertrains.Thecompany'sdealership,sales,servicesandsparepartsnetwork
comprisesover3,500touchpoints.
TataMotors,alsolistedintheNewYorkStock
Exchange(September2004),hasemergedasaninternationalautomobilecompany.
Throughsubsidiariesandassociatecompanies,TataMotorshasoperationsinthe
UK,SouthKorea,Thailand,Spain,SouthAfricaandIndonesia.Amongthemis
JaguarLandRover,acquiredin2008.In2004,itacquiredtheDaewooCommercial
9
VehiclesCompany,SouthKorea'ssecondlargesttruckmaker.Therechristened
TataDaewooCommercialVehiclesCompanyhaslaunchedseveralnewproducts
intheKoreanmarket,whilealsoexportingtheseproductstoseveralinternational
markets. Today twothirds of heavy commercial vehicle exports out of South
Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in
Hispano Carrocera, areputed Spanish bus and coach manufacturer, and
subsequentlytheremainingstakein2009.Hispano'spresenceisbeingexpandedin
othermarkets.In2006,TataMotorsformeda51:49jointventurewiththeBrazil
based, Marcopolo, a global leader in bodybuilding for buses and coaches to
manufacture fullybuilt buses and coaches for India the plant is located in
Dharwad. In 2006, Tata Motors entered into joint venture with Thonburi
AutomotiveAssemblyPlantCompanyofThailandtomanufactureandmarketthe
company's pickup vehicles in Thailand, and entered the market in 2008. Tata
Motors (SA) (Proprietary) Ltd., Tata Motors' joint venture with Tata Africa
Holding(Pty)Ltd.set upin2011,hasanassemblyplantinRosslyn,northof
Pretoria.Theplantcanassemble,semiknockeddown(SKD)kits,light,medium
andheavycommercialvehiclesrangingfrom4tonnesto50tonnes.
10
Establishedin1983,SwarajMazdaLimited,anCHANDIGHARINDIAbased
automobilecompany,isownedbytheSumitomoCorporationofJapanand
PunjabTractorsLimitedofIndia,withatechnicalcollaborationwithIsuzu
andMazdaofJapan.Sumitomouppeditsstakeinthecompanyin2009by
purchasingallofPunjabTractorsremainingshares,raisingtheirstaketo
53.5%Productionbeganin1985.
The company manufactures light commercial vehicles like trucks,
buses,ambulances,policepersonnelcarriers,watertankersandspecialvehicles.It
exportsitsproductstocountries.Thecompany'sannualturnoverfortheyear1997
1998exceededRs.151crores.Ithasadealernetworkofabout128dealersspread
throughout India .Swaraj EnginesandPunjab Scootersare its associate
companies.InJune2006,SwarajMazdaenteredanewTechnicalagreementwith
IsuzuMotors,Japan.In2009,SwarajMazdastartedtorolloutLuxurybusesand
mediumdutytruckspoweredbyIsuzuEnginesfromanewplantinPunjab.Plans
aretobuildmultiaxletrucks,tractorunitsandrefrigeratedtruckswithinthenext
threeyears.TheyarecurrentlymarketedundertheSwarajMazdaIsuzubrand.In
11
addition .Former associate company Punjab Tractors manufactured agricultural

tractorsandcombineharvestersundertheSwarajbrandnamebeforeselling64.6%
toMahindraTractors.In2009,MahindraandSwarajMazdasettledadisputeover
theuseoftheSwarajname,allowingSwarajMazdatocontinueusingthenamefor
onlytwomoreyears.
AshokLeylandisanIndianAUTOMOBILEmanufacturingcompanybased
inCHENNAI,India.Foundedin1948,thecompanyisoneofIndia'sleading
manufacturersofcommercialvehicles,suchastrucksandbuses,aswellas
emergencyandmilitaryvehicles.Operatingsixplants,AshokLeylandalsomakes
sparepartsandenginesforindustrialandmarineapplications.Itsellsabout60,000
vehiclesandabout7,000enginesannually.Itisthesecondlargestcommercial
vehiclecompanyinIndiainthemediumandheavycommercialvehicle(M&HCV)
segmentwithamarketshareof28%(2001314).Withpassengertransportation
optionsrangingfrom19seatersto80seaters,AshokLeylandisamarketleaderin
thebussegment.
Thecompanyclaimstocarryover60millionpassengersaday,morepeoplethan
theentireIndianrailnetwork.InthetruckssegmentAshokLeylandprimarily
concentratesonthe16tonto25tonrangeoftrucks.HoweverAshokLeylandhas
presenceintheentiretruckrangestartingfrom7.5tonsto49tons.Thejoint
ventureannouncedwithNISSANMOTORSofJapanwouldimproveitspresence
intheLightCommercialVehicle(LCV)segment(<7.5tons).AshokLeyland'sUK
subsidiaryOPTAEREhasshutdownitsbusfactoryinBlackburn,Lancashire.This
subsidiary'straditionalhomeinLeedshasalsobeenvacatedinfavorofapurpose
builtplantatSHERBUNINELMET.
12
The company began in 1948 as Ashok Motors, to assembleAustincars. The

company wasrenamedandstartedmanufacturingcommercialvehicles in1955
withequityparticipationbyLeylandMotors.Todaythecompanyistheflagshipof
theHinduja Group, a Britishbased and Indian originated transnational
conglomerate.
EarlyproductsincludedtheLeylandCometbuswhichwasapassengerbodybuilt
onatruckchassis,soldinlargenumberstomanyoperators,includingHyderabad
RoadTransport,AhmedabadMunicipality,TravancoreStateTransport,
MaharashtraStateTransportandDelhiRoadTransportAuthority.By1963,the
CometwasoperatedbyeveryStateTransportUndertakinginIndia,andover8,000
wereinservice.TheCometwassoonjoinedinproductionbyaversionof
theLeylandTiger.
In1968,productionoftheLeylandTitanceasedinBritain,but
wasrestartedbyAshokLeylandinIndia.TheTitanPD3chassiswasmodified,and
afivespeedheavydutyconstantmeshgearboxutilized,togetherwiththeAshok
LeylandversionoftheO.680engine.TheAshokLeylandTitanwasvery
successful,andcontinuedinproductionformanyyears.Overtheyears,Ashok
Leylandvehicleshavebuiltareputationforreliabilityandruggedness.Thiswas
mainlyduetotheproductdesignlegacycarriedoverfromBritishLeyland.
13
Mahindra & Mahindra Ltd is an India-based

company. The company operates in nine segments: automotive segment comprises
of sales of automobiles, spare parts and related services; farm equipment segment
comprises of sales of tractors, spare parts and related services; information
technology (IT) services comprises of services rendered for IT and telecom;
financial services comprise of services relating to financing, leasing and hire
purchase of automobiles and tractors; steel trading and processing comprises of
trading and processing of steel; infrastructure comprise of operating of commercial
complexes, project management and development; hospitality segment comprises
of sale of timeshare Systech segment comprises of automotive components and
other related products and services, and its others segment comprise of logistics,
after-market, two wheelers and investment.
Mahindra & Mahindra Ltd was incorporated on October 2, 1945 with
the name Mahindra & Mohammed Ltd. The company was renamed as Mahindra &
Mahindra Ltd in the year 1948. The steel trading business was commenced in
association with suppliers in UK. In the year 1950, the company commenced the
first business with Mitsubishi Corporation and 5000 tons of wagon building plates
from Yawata Iron & Steel were supplied.
14
In the year 1953 Otis Elevator Company

(India) was established. A joint venture was made with Rubery Owen & Company
Limited, UK and established a company under the name of Mahindra Owen.
The company's Machine Tools Division was commenced its operations in the year
1958. In the year 1960, Mahindra Sintered Products Limited was established based
on a joint venture with Bir Field (GKN Group, UK). In the year 1962, Mahindra
Ugine Steel Company was established as a joint venture between the company and
Ugine Kuhlmann, France. In the year 1963, International Tractor Company of
India was established as a joint venture with International Harvester Company,
USA. In the year 1965, the company entered into light commercial vehicles
segment. They established Vickers Sperry of India Ltd, a joint venture with Sperry
Rand Corporation, USA. In the year 1969, the company entered the world market
with export of utility vehicles and spare parts. In the year 1977, International
Tractor Company of India merged with the company and became its Tractor
Division. In the year 1982, Mahindra brand of tractors were launched and also
became the market leader in the Indian tractor market. In the year 1991, the
company introduced commander range of vehicles in the market. Also, they
established Mahindra Financial Services Ltd as a wholesale fund provider. In the
year 1995, Mahindra Holding & Finance Limited became a subsidiary of the
company to carry out business as an investment company.
15
Company
Profile
16
AboutEicherMotors
Eicher Motors, was founded in 1982 to manufacture a range of reliable, fuel
efficientcommercialvehiclesofcontemporarytechnology.Theunitmanufactures
andmarketscommercialvehicleswithGrossVehicleWeight(GVW)rangingfrom
525tons.Today, Eicher Motors is one of the leading manufactures
of commercial vehicles in India with a 33% market share in the 7T11T segment. The success and growth of this unit is a result of
various customer-driven strategies. The manufacturing facility is
situated in Central India Pithampur, Madhya Pradesh. Eicher
Motors has stepped into the Heavy Commercial Vehicle segment
with its state-of-the-art HCV, the "Eicher 20.16", the first
commercial vehicle designed and developed indigenously.
Eicher Motors functions through a strong
three-tier service network consisting of authorised distributors, service centres and
company trained private mechanics. The vehicles are sold and serviced through a
network of over 576 Authorized Contact Points all over India, supported by service
centres and over 4500 company trained private mechanics, who are close at hand
on all major highways throughout India to provide initial "first aid" to the vehicles
if required.
In 1986, Eicher Motors entered into a technical and financial
collaboration with Mitsubishi Motor Corporation of Japan to manufacture the
Canter range of vehicles. The technical assistance agreement with Mitsubishi
ended in March 94 after successful transfer of technology and on achieving total
indigenisation with only a few parts sourced globally.
17
Eicher Motors has acquired formidable expertise in

designing and developing commercial vehicles. It has a world-class R&D centre
manned by a team of brilliant engineers and equipped with latest Computer Aided
Design (CAD) and Computer Aided Engineering facilities like NASTRAN, FEM
analysis packages. Leveraging its in-house expertise, this unit has successfully
developed a wide range of commercial vehicles to meet varying customer needs.
The product range includes Buses : Eicher 10.50, Eicher 10.75, Eicher 10.90,
Eicher 11.10, Eicher 20.16 & 30.25; Buses: Eicher Skyline, Eicher Cruiser and
Eicher School Bus range of buses. Besides the basic models, it offers over 85
models of ready-to-use custom-built vehicles for various specialised applications.
Eicher Motors products have been well accepted in the market. This is also
demonstrated by significant sales of its commercial vehicles in export markets
where the company competes with reputed international brands.
18
VE Commercial Vehicles Ltd. is a 50:50 joint

venture between the Volvo Group (Volvo) and
Eicher Motors Limited (EML). Operational since
July 2008, VE Commercial Vehicles Ltd. (VECV)
comprises of five business verticals Eicher Trucks
and Buses, Volvo Trucks India, Eicher Engineering
Components and VE Powertrain. VECV includes the
complete range of Eichers commercial vehicles,
components and engineering design businesses as
well as the sales and distribution of Volvo trucks.
Each of its business units is already well established
and backed by a sizable customer base.
19
PITHAMPUR PLANT
The plant is located in the Special Economic Zone (SEZ) of Pithampur in Madhya Pradesh,
INDIA manufacturing diverse varieties of custom made gearboxes as per demands of
worldwide clientele.The total area of the plant is approx. 38000 sq m and construction of
about 2100 sq m has been done in such a way that in future, the same can be expanded to
cater to the growing demand in this sector.
Significant features of the plant are as follows:
It has three assembly lines, one for Light Duty, second for Heavy Industrial Gear
boxes and the third line for heavy Axles and Transmission assemblies.
100 % Dust Proof assembly line through Forced Draft Ventilation.
Ergonomically designed assembly work stations with display of Assembly
Operation sequence at each stage.
Demag KBK Hoists & roller conveyors used for material handling.
Legris make Aluminium pipe Compressed Air line with in-built Refrigerated Air
Dryer Compressor (Atlas copco make.)
Each assembly line is equipped with Leak Testing Machine (working on pressure
drop principle) with pressure range of 0 to 2000 cc/sec and accuracy 0.1 % FSD.
Painting Booth with Dry-Off Oven.

20
Assembly line equipped with Millipore Kit to check cleanliness of components.
Washing machines equipped with hot spray jet to wash Castings, Gear, & Shafts.
Inventum induction heating machine for bearing heating.
Fully equipped RQC area for incoming material inspection.
21
1.Sales Organisation
On a broader level Sales Organisation for

Eicher is structured (in order of reporting) as following:
22
In Parallel the marketing team has Product managers responsible for

different products of the company. In the sales organization some of the key
structural points are as following:
1- Territory Manager and Area managers for different products might
be different also. For
example Eicher makes 3 kinds of product lines:
1 o Light Buses
2 o Heavy Buses &
3 o Buses
-So Territory Manager and Area managers will be different for each of
these 3 products. But Regional manager will be same and All India sales head
will be same. Besides the above mentioned structure there are support staff
also which handle the following work areas :1 o After Sales
2 o Repairs
23
2. Territory Allocation Following are the steps of how EML

defines its territories:
3. Compensation Structure
Compensation ranges for various position in EML are as broadly as
following:A. Territory Manager 7-8 lacs per annum.
24
B. Area Manager 12-15 lacs per annum.

C. Regional Manager - 20 -25 lacs per annum.
D. All India Sales Head 30-40 lacs per annum.
Then there are bands for salary decisions. For example employees
who are senior but not MBA have higher salaries because of their
overall experience.
Structure
Variable salary is 10%

Rest all is fixed
Basic salary is very less only 10%. Rest all is a flexi
structure where in you can declare the balance salary under
various heads to save tax. But note that this flexi salary is
fixed only and it is called flexi because it is reimbursed by
employees as payment against various heads.
Then there are incentive plans which are variable and linked
to performance.
4. Performance Evaluation System

Overview
Introduced in 1977 and Reviewed in 1979, 1981,1984, 1986

& 1991
Executives :
o Reviewed by Career Development Groups (CDG) .
o Under Annual Development Review (ADR) Process .
1 At the beginning of the year target / KRAs (Key Result Areas) are
set.
FeaturesofPresentAppraisalSystemforExecutives:
I. CustomerOrientation.
II. Expectationsofinternal&externalCustomers.
III. Review will be based on on the job and off the job development
requirement.
a. Itismeasuredwhetheranemployeehasachievedtheirannualtargets
ornot.Thisisaperformancebasedevaluationanditisabout10%
ofsalary.
b. EmphasisonPotentialdevelopment.
c. Acceptancesofmoreresponsibilities.
25
d. IndividualPotentiality.
Following6PointsRatingFactorsareusedforevaluationofNonExecutives:
11. Sincerity and willing to work.
22. Intelligence and Grasping power.
33. Knowledge.
44. Presentation & Clarity of expression.
55. Dynamism, Association, Attendance & Initiative.
66. Discipline.
Based on the above factors an employees performance can fall
into 3 levels:
1 o Level1: Meeting the KRA
2 o Level2: More than what was defined in the KRA
3 o Level3: Extraordinary performance entitling to
promotions, bonuses and pay hikes. (If an employee fails
to reach Level1 then the rating is 0 and no hike is given.)
26
VE COMMERICAL VEHICLES Ltd.
27
Today,EicherMotorsisoneoftheleadingmanufacturerofcommercialvehiclesin
Indiawitha33%marketshareinthe7T11Tsegment.Thesuccessandgrowthof
this unit is a result of various customerdriven strategies. The manufacturing
facilityissituatedinCentralIndiaPithampur,MadhyaPradesh.EicherMotors
hassteppedintotheHeavyCommercialVehiclesegmentwithitsstateoftheart
HCV,the"Eicher20.16",thefirstcommercialvehicledesignedanddeveloped
indigenously.
EicherMotorsfunctionsthroughastrongthreetierservicenetwork
consistingofauthoriseddistributors,servicecentresandcompanytrainedprivate
mechanics. The vehicles are sold and serviced through a network of over 576
AuthorizedContactPointsalloverIndia,supportedbyservicecentresandover
4500 company trained private mechanics, who are close at hand on all major
highwaysthroughoutIndiatoprovideinitial"firstaid"tothevehiclesifrequired.
In1986,EicherMotorsenteredintoatechnicalandfinancialcollaborationwith
Mitsubishi Motor Corporation of Japan to manufacture the Canter range of
vehicles.ThetechnicalassistanceagreementwithMitsubishiendedinMarch94
aftersuccessfultransferoftechnologyandonachievingtotalindigenisationwith
onlyafewpartssourcedglobally.
28
EicherMotorshasacquiredformidableexpertise
indesigninganddevelopingcommercialvehicles.IthasaworldclassR&Dcentre
mannedbyateamofbrilliantengineersandequippedwithlatestComputerAided
Design(CAD)andComputerAidedEngineeringfacilitieslikeNASTRAN,FEM
analysis packages. Leveraging its inhouse expertise, this unit has successfully
developedawiderangeofcommercialvehiclestomeetvaryingcustomerneeds.
The product range includes Buses : Eicher 10.50, Eicher 10.75, Eicher 10.90,
Eicher11.10,Eicher20.16&30.25;Buses:EicherSkyline,EicherCruiserand
EicherSchoolBusrangeofbuses.Besidesthebasicmodels,itoffersover 85
modelsofreadytousecustombuiltvehiclesforvariousspecialisedapplications.
Eicher Motors products have been well accepted in the market. This is also
demonstrated by significant sales of its commercial vehicles in export markets
wherethecompanycompeteswithreputedinternationalbrands.
Products
Eicher Offers a wide range of options in the Buses. There are two range of Built up
buses - Skyline & Starline with a seating capacity starting from 16 seater till 65
seater. As per the requirement of the customers, Eicher also offers a wide range of
chassis starting from a 12 seater capacity till the 65 seater Capacity. Eicher buses
are trusted by the customers for the best in class fuel efficiency.
29
30
Tourist Buses
The latest offering from Eicher -Skyline LIMO - AC Bus for the Tourist Segment.
Eicher Skyline has established new bechmarks in the Bus Industry. Aesthetic
superiority, high passenger comfort & Economical performance have made this bus
class apart. With a new offering in the 7.5 ton category with Direct drive AC and
Push Back seats, Eicher Skyline LIMO is all set to redefine the travel for the the
Tourist Segment.
31
School Buses
Eicher introduced SKYLINE - The First Safe School Bus in India, developed in
association with IRTE (Institute of Road Traffic Education) in the year 1996,
thereby pioneering the concept of School Bus. The school bus specific features
have now become a norm in the industry. Apart from being safest the popular
Skyline school bus is now available in enhanced features, superior aesthetics &
increased passenger comfort.Such buses SKYLINE SCHOOL BUSES
available in 32/40/50/60/65 seater And STARLINE SCHOOL BUSES in
16/24/28/32/40/50 seater and they are available in BSIII and BSIV version.
32
Staff Buses
Eicher Skyline has made staff commutation as comfortable as it can be. Aesthetic
superiority, high passenger comfort & Economical performance has made this bus
class apart. The faith of customers & industry is reflected with the fact that Skyline
Executive was awarded with CV-Apollo Award 2010 for LCV" Bus of the year.
Such features are neat driver cockpit,stylish tail lamp,wide hatack, and many
more.They are available Skyline Staff Buses 32/40/50/56/61
and
Starline Staff Buses 16/24/28/32/40/50 and they are available in BSIII and
BSIV version.
33
City Buses
The latest offering from Eicher - the Rear Engine Semi Low Floor (RESLF) Bus
43 Seater been developed in line with the guidelines laid down by the Ministry of
Urban Development as applicable to Mass Urban Transportation needs. This
offering has been received with lot of optimism & excitement by various State
Transport Undertakings, City Administrations and Municipal Bodies across India.
Eicher also offers a wide range of products in the Mini, Midi and Heavy buses for
City Bus Deployment. The products have been designed to suit the frequent startstop duty cycle of intra city operations.
REAR ENGINE SEMI LOW FLOOR BUS 43 SEATER
34
35
Route Permit Buses

Eicher Offers a wide range of chassis for Route permit (Stage Carriage)
deployments. Eicher products are well suited for the unique requirement of the
route permit application, which necessitates a frequent start-stop operation,
overload and rugged usage.Such bus are available
1)10.50C,10.50E Buses RP chassis.
2)10.75C/E/F/H Buses RP chassis.
3)10.90 L Buses RP chassis.
4)11.10 H Buses RP chassis.
5)20.15 H/M LP/M LPO/H.
36
Bus Chassis
Eichers philosophy has always been to provide a perfect platform for a perfect
bus. In this endeavour Eicher offers a wide range of chassis suitable for the various
applications. Eicher bus chassis consists of an assembly of all the essential parts
like engine, transmission, driveshaft, differential and suspension, but without the
37
bus body.Such models are 10.50C/E,10.75C/E/F,10.90L,10.11H AND MANY

MORE.
INTRODUCTION
OF
JK
MOTORS(JABALPUR)
In year 26th jan 1989, J.K. Hospital got established by Dr. Alhuwali
,It is one the oldest private nursing home.
38
In 2008 J.K.Celebration , the only place in cantonment area which

caters marriages and all types of meetings and celebrations.
The letter of indent dated 28th June 2011 was finalized on the name
of J.K. Motors (head office at Jabalpur) to start construction of
show room and work shop for eicher trucks and buses by the volvo
eicher commercial vehicles limited.Later, EOR(essential order
requirement) certification was finalized on 31st December 2012.
After receiving the above mentioned certification J.K. Motors
became authorized dealer of entire VECV(Volvo Eicher
Commercial Vehicles) product range and was handed over the
responsibility of catering spears, service, and sales in 9 districts of
MAHAKAUSHAL namely Jabalpur, Katni, Mandla, Seoni,
Damoh, Narsingpur, Balaghat, Dhindori and Chindwara.
Finally after going through all these stages finally came the day
(the 19th march 2013) the inauguration of J.K. motors which was
inaugurated by Mr. G. Sekar (Senior Vice President of Sales,
Marketing and Spares) and was preceded further by senior
advocate R.N. Singh (Ex-Adocate General).
MISSION
To promote sales of all the segments of
commercial produced by the VECV which
are divided TIV(total industry volume) for
which TIV of each segment annually is
39
been collected in data which round about

is 3500+ commercial vehicles the goal to
be achieved by the J.K. Motors.
To over come the problem of non

availability of spares.
To make available the amt. Of spares they
require at any point of time.
To provide quick and available service to

the customers for 24*7 at any corner of
the Mahakaushal region.
40
VISION
To capture
60% of the market

share with in next 3 years.
To make more service station in all

9 districts.
To get more no. of agencies in
Madhya Pradesh.
41
SERVICES
PROVIDED
Customer longue It consist of 4

cabins with waiting room, general
manager cabin, directors cabin, bath
room and a reception.
Employee Training Room - It is a

meeting room where sales employees
were trained and there methods of
covering the market area was done.
Service station - It consist of

waiting room (for customers), 1
inspection pit (under vehicle check
42
up), 1 express bay (for first preference

service),10 repair bay, service office,
work manager cabin, warranty parts
room, air compressor room, special
tools room, pare parts room, mechanic
room, unit assembly room, accident
parts room, washing pit.
Service van Company do also

provide a service van facility so that if
your vehicle got stuck in any part of
the country they can provide you all
the service any time.
43
WARRANTY
Spares Warranty Policy
44
VE Commercial Vehicles (VECV) Ltd. warrants each

Eicher Genuine Spare Parts by VECV Ltd. to be free from
defects in material and workmanship under use subject to
the following: Warranty shall be in force until the expiry of a period
of six months or 20,000 km whichever is earlier,
from the date of fitment on the vehicles as entered in
job card / repair order of the vehicle.
Warranty shall be applicable only for cases where

parts are fitted at any of VECV Ltd Authorized
Service Point and subsequent servicing of vehicle
after fitment of any such parts(s), is done at VECV
Ltd.Authorized Service Point only at regular
intervals.
Warranty is applicable to Eicher Genuine Spare Parts
only.
Replacement of Eicher Genuine Spare Parts as
applicable under spares warranty shall be carried out
free of charge basis. Such defective parts which have
been replaced shall become property of VECV Ltd.
Introduction of Mahakoshal Region

Mahakoshal:
45
Mahaoshal (also Mahakaushal) is a region of central India. Mahakoshal lies in

the upper or eastern reaches of the NarmadaRiver valley in the Indian state
of Madhya Pradesh. Jabalpur is the largest city in the region. Nimar region lies to
the west, in the lower reaches of the Narmada valley.Mahakoshal is mainly
a Hindi-speaking area. Other languages used in the region include Standard
Hindi, Gondi, and Marathi.
Geography:
The Vindhya Range forms the northern boundary of the region; north of the Vindhya
Range lie the regions of Malwa to the northwest, Bundelkhand to the north,
and Bagelkhand to the northeast. Chhatisgarh state lies to the east, and
the Vidarbha region of Maharashtra state lies to the south across the Satpura Range Cities
and districts of the, Katni, Narsinghpur, Mandla, Dindori, Satna, Seoni,Chhindwara&
Jabalpur.
History:
Dynasties that have held the territory include the Gonds,Kalchuris, Satavahanas,
and Marathas. During the British Raj Mahakoshal was part of the Centra Provinces which
contained two distinct linguistic regions: Mahakoshal and Vidarbha. The two linguistic
regions could not be fully integrated as a unit owing to regional and cultural differences.
46
Introduction of Jabalpur City

Introduction:Jabalpur is situated in the state of Madhya
Pradesh in India and happens to be one of the major cities in the
state. In ancient times the city was known as Jubbulgarh, but was
later changed to Jubbulpore during the British rule. However,
today it is known as Jabalpur which is considered as one of the
fastest growing cities in the country. Jabalpur is also known as the
Shanskardhani which signifies a land enriched with heritage.
When you enter the city, you are sure to witness the rich natural
beauty and the splendid architecture hailing from the historic
periods when innumerable dynasties ruled over the place.
It is situated in the Mahakoshal
region of Madhya Pradesh in central India on the holy banks of the
Narmada River. The region is dotted with marble rocks which give
a unique formation to the river as it carves its way out through a
narrow yet spell bindingly beautiful valley. The marble rocks of
Jabalpur have added to the fame of the place which compels
tourists to flock here and witness the natural marvel.
History
Jabalpur is a historical place and is mentioned in Hindu religious
books including the Vedas. The name Jabalpur is derived from
"Jabaali" who was a Hindu saint who had an ashram in the region.
47
The city is also known by the name of "Gondwana Land".

The region has witnessed documented human
civilization that dates back to c. 300 B.C. The Kalchuri kingdom
ruled over Jabalpur in the 9th and 10th century A.D. They were
the most powerful rulers during this time. In the 13th century,
Jabalpur became the capital of the Gond dynasty. They ruled till
the 16th century and were later defeated by the Mughals. The
Mughals ruled for a very short period as they were soon defeated
by the Maratha Peshwa in the 17th century who then granted the
place to the Bhonsle kings of Nagpur. In the 18th century, the
British yet again occupied the region after defeating the
Marathas. The British are said to have made the city their
commission headquarters and also established a cantonment as
well. The British continued to control Jabalpur till India got its
independence in 1947. Post independence, the region was known
as the Central Province but later it became an integral part of the
Indian state of Madhya Pradesh.
Geography
Jabalpur is located on 23 10' N latitude and 79 59' E longitude.
Jabalpur's most prized possession is the picturesque landscape
that surrounds the city much to the delight of any tourist. The
total area of the district is 10,160 sq km which resides 411 meters
above the sea level.
The major rivers that flow through this region are the Narmada,
Hiran and Vanganga. Narmada is the largest river of all which has
many tributaries as well. Narmada flowing through the marble
rocks attracts tourists from all over the world. The main water
reservoirs of Kahdari along with Pariyat are located in the
northeast of this region.
The topography of Jabalpur is truly admirable. There are hills all
around the city which give a picturesque setting which is the
prime reason why many Bollywood movies have been shot here.
The hills contain deposits of minerals and ancient remains, hence
making them subjects of much interest for geologists and
archaeologists. The hills here are rocky with innumerable barren
48
hillocks.
The Bargi dam is used for irrigation, power generation and water
supply. There are plenty of lakes and water tanks in the city. One
can see the hills filled with rich deposits of limestone, bauxite,
clay, manganese, iron ore and many other useful ores.
Demographics
Jabalpur is a big city and is the third most populous in Madhya
Pradesh. The population is evenly distributed throughout the city.
According to the 2011 census, Jabalpur is home to 2,460,714
people. Males constitute about 52% of the total population, while
females make up the rest 48%. The district has a density of 472
inhabitants per square km. The sex ratio of 925 females for every
1000 males is below par with respect to current standards.
People from many religions exist here harmoniously which include
Hindus, Sikhs, Muslims, Christians, Parsis and Jains. However,
Hindus are the predominant ones in the region. Even the schools
here are mostly Hindi medium and are more preferred, which is
why English medium and other vernacular schools are low in
numbers. The literacy rate is 82.47% which makes it a tad higher
than the national average.
The main language spoken here is Hindi. It is also the official
language of the state. Besides, there are other languages spoken
here like Marathi, English, Urdu and Punjabi. Jabalpur is home to
many linguistic communities spread over various parts of the city.
Climate
Jabalpur has a hot temperate climate with low humidity. The
maximum temperature is recorded during summers when it
surpasses the 47C mark whereas winters record a minimum of
8C. Summer and winter seasons are similar to that of the rest of
49
the country. Visitors must keep in mind that May is the hottest
month when it becomes unbearable to go outdoors for
sightseeing. The best time to visit is between October and March.
The monsoons arrive in July and depart by September. The city
witnesses torrential rainfall during the monsoons which lend an
air of pleasantness to the climate .
Tourism
Jabalpur is one of the most favored cities of Madhya Pradesh for
tourism.
The city is blessed with natural scenic beauty which is rare to find
in close proximity to a large city. Besides, being a very important
historical city, you can see many historical monuments and
palaces. Sightseeing in Jabalpur requires a minimum of two days
in order to see the whole of Jabalpur up-close. The city has
something in store for everyone. Each tourist comes here with
great expectations and the city never fails to deliver.
If you love wildlife then you have a lot in store. Four most popular
tiger reserves of India lying in central India are close to Jabalpur.
Pench, Bandhavgarh, Panna and Kanha are world renowned tiger
reserves that are a must see for tourists visiting Madhya Pradesh.
The connectivity with these places is smooth with plenty of
transportation facilities to opt for.
Accommodations
Jabalpur has all kinds of accommodations for all and has
innumerable hotels, guesthouses and lodges. The hotels cater to
all kinds of needs of the visitors. You can find luxury hotels
besides budget hotels for accommodation. Every guest is taken
well care of and provided with amiable facilities and multi-cuisine
50
delicacies to tickle their taste buds. Some good hotels of the place
include Narmada Jackson, Gulzar, Samdariya, Shikar and many
more.
Government and politics

Jabalpur is an important district of Madhya Pradesh which plays a
pivotal role in the politics of the state. Jabalpur has nine assembly
constituencies namely, Bargi, Panagar, Jabalpur Cantonment,
Jabalpur east, Jabalpur central, Jabalpur west, Patan, Majholi, and
Sihora. All these assembly constituencies make up the single
parliamentary constituency of Jabalpur. Rakesh Singh from
Bharatiya Janta Party is Jabalpur's elected representative in the
Lok Sabha since 2009.
Education
Education is flourishing in Jabalpur contributes heartily to the
state's educational industry. Jabalpur is also known as
Sanskardhani due to its educational institutions that are more
than 150 in number. There are around 30 engineering and
medical colleges. Almost 70 senior secondary schools and
secondary schools are flourishing in the city. Three prominent
universities in today's Madhya Pradesh are Jawaharlal University
of agriculture, M P Bhoj Open University and Rani Durgavati
University which are all centered in Jabalpur. Almost 80% of the
population is literate which speaks highly of the state of education
in the region.
Environment
Jabalpur has a hot temperate climate with low humidity. The maximum
temperature is recorded during summers when it surpasses the
47C mark whereas winters record a minimum of 8C. Summer
and winter seasons are similar to that of the rest of the country.
Visitors must keep in mind that May is the hottest month when it
becomes unbearable to go outdoors for sightseeing. The best
51
time to visit is between October and March. The monsoons arrive

in July and depart by September. The city witnesses torrential
rainfall during the monsoons which lend an air of pleasantness to
the climate.
Jabalpur is one of the most favored cities of Madhya Pradesh for
tourism.
The city is blessed with natural scenic beauty which is rare to find
in close proximity to a large city. Besides, being a very important
historical city, you can see many historical monuments and
palaces. Sightseeing in Jabalpur requires a minimum of two days
in order to see the whole of Jabalpur up-close. The city has
something in store for everyone. Each tourist comes here with
great expectations and the city never fails to deliver.
If you love wildlife then you have a lot in store. Four most popular tiger
reserves of India lying in central India are close to Jabalpur. Pench,
Bandhavgarh, Panna and Kanha are world renowned tiger reserves that
are a must see for tourists visiting Madhya Pradesh. The connectivity with
these places is smooth with plenty of transportation facilities to opt for.
Jabalpur has all kinds of accommodations for all and has innumerable
hotels, guesthouses and lodges. The hotels cater to all kinds of needs of
the visitors. You can find luxury hotels besides budget hotels for
accommodation. Every guest is taken well care of and provided with
amiable facilities and multi-cuisine delicacies to tickle their taste buds.
Some good hotels of the place include Narmada Jackson, Gulzar,
Samdariya, Shikar and many more.
Jabalpur is an important district of Madhya Pradesh which plays a pivotal
role in the politics of the state. Jabalpur has nine assembly constituencies
namely, Bargi, Panagar, Jabalpur Cantonment, Jabalpur east, Jabalpur
central, Jabalpur west, Patan, Majholi, and Sihora. All these assembly
constituencies make up the single parliamentary constituency of Jabalpur.
Rakesh Singh from Bharatiya Janta Party is Jabalpur's elected
representative in the Lok Sabha since 2009.
Education is flourishing in Jabalpur contributes heartily to the state's
educational industry. Jabalpur is also known as Sanskardhani due to its
educational institutions that are more than 150 in number. There are
around 30 engineering and medical colleges. Almost 70 senior secondary
52
schools and secondary schools are flourishing in the city. Three prominent
universities in today's Madhya Pradesh are Jawaharlal University of
agriculture, M P Bhoj Open University and Rani Durgavati University which
are all centered in Jabalpur. Almost 80% of the population is literate which
speaks highly of the state of education in the region.
Economy
Jabalpur is dependent on the fabled ordinance factories in the
region for its economic growth. There are four ordinance factories
with excellent infrastructure along with an entire defense colony.
The Gun Carriage factory, Vehicle factory, Khamariya Ordinance
factory and the Grey Iron foundry are the noted defense
establishments. There are many other industrial sectors like the
Bidi manufacturing industry, Shaw Wallace Gelatin factory,
building material manufacturers and many more. Jabalpur yields
ample amount of agriculture produce and is the leading producer
of soybean in the state.
Culture and language

The culture of Jabalpur is quite an interesting mix, rich in tradition
and diverse in ambience. The religion of a majority of people is
Hinduism which makes the society a predominantly Hindu one.
The Gonds and Marathas who ruled the place earlier in history
have ensured that most of the traditions followed even today are
directly related to theirs from those times.
Durry designing is a popular craft of Jabalpur that is fondly
appreciated by visitors who buy them for their beauty. The major
festivals celebrated here are Phulpati, Gond, Matki, and Giridaand.
The language that is mostly spoken here is Hindi. It is also the
official language of the state. Besides, there are other languages
spoken here like Marathi, English, Urdu and Punjabi.
53
Transport
Road
Tourists can choose road transport to reach Jabalpur because the
city is well connected by a widespread road network to other
cities like Bhopal, Nagpur, Varanasi, Raipur, Allahabad, Hyderabad
and Bangalore. National Highway 7 which is the longest highway
in India passes through the city. National Highway 12 originates
from the city and connects Jabalpur with Bhopal and Jaipur. There
are comfortable bus services including MPSRTC and private buses
which can be availed with ease.
Railway
The railways add a more convenient option that helps tourists to
reach different places with relative ease. The railway station is
conveniently located in Jabalpur and has direct and frequent
trains to Satna, Bhopal and Varanasi.
Airways
Tourists from different parts of the country can reach Jabalpur by
air as well. Air India and Spice Jet are the main flight operators at
Jabalpur. The airport is known as Dumna airport and is located 25
kilometers to the east of the city.
Transport in Jabalpur
The city bus services are quite reliable as well as reasonable as
their frequent services help tourists easily reach distant places at
cheap costs. They government has radically upgraded the
infrastructure with luxurious amenities for helping travelers.
Vending machines have been installed at various stops to assist
the passengers.
Eating out
54
Besides the plush restaurants, there are many small roadside

shops that offer a variety of food for visitors. If you love street
food you can visit the small stalls that make the best sandwiches,
Chinese dishes and ethnic Indian cuisine. Many lip smacking food
stalls are found in the civic center.
Madhya Pradesh - Renew Stage Carriage Permit
Introduction: The Stage Carriage Permit allows holders to

service an area with a specific route. The permit also mentions
the type of vehicle that is granted permission to operate, the
approved timetable, the number of trips it can make in a day and
standard rate of fare it can charge.
55
Instructions:
Stage carriage permit is granted by the Chairman, State Transport
Authority.
Required Information
Full name of applicant.
Name of father (in case of an individual).
Address.
The routes or area for which permit is desired.
The maximum number of vehicles which will ply at any one

time under the terms of the permit.
The minimum number of vehicles which will ply at any one

time under the terms of the permit in the area, or on any route
or any part of any route and the minimum number of daily
vehicle-trips.
The type or types of vehicle to be used on the service and

the approximate seating capacity.
Particulars of the time-table(s) proposed.
The standard rate of fare which it is proposed to charge.
Particulars of any stage or contract carriages permit (or

similar authorisation under the Indian Motor Vehicles Act,
1914), valid in the Province, held by the applicant.
Particulars of any permit (or similar authorisation under the

Indian Motor Vehicles Act, 1914), held by the applicant in
respect of the use of any transport vehicle in "the Dominion of
India" during the last four year, which has been the subject of
an order of suspension of cancellation.
56
Procedure
Full name of applicant
Name of father (in case of an individual)
Address
The routes or area for which permit is desired
The maximum number of vehicles which will ply at any one time under the terms of the permit.
The minimum number of vehicles which will ply at any one time under the terms of the permit in the
area, or on any route or any part of any route and the minimum number of daily vehicle-trips.
The type or types of vehicle to be used on the service and the approximate seating capacity.
Particulars of the time-table(s) proposed.
The standard rate of fare which it is proposed to charge.
Particulars of any stage or contract carriages permit (or similar authorisation under the Indian Motor
Vehicles Act, 1914), valid in the Province, held by the applicant
Particulars of any permit (or similar authorisation under the Indian Motor Vehicles Act, 1914), held
by the applicant in respect of the use of any transport vehicle in "the Dominion of India" during
the last four year, which has been the subject of an order of suspension of cancellation
1. Applicant has to apply for Grant of Stage Carriage (Bus) route in the Prescribed Form.
2. Applicants may approach the Deputy Commissioners office to renew permit.
3. The Applicant must submit the form along with all the required documents.
4. A permit will be issued if the authorities is satisfied with all the terms and documents submitted by
the applicant.
Required Documents
Registration Certificate.
Insurance.
Route permit book, all in original.
57
Parking area certificate issued by any gazetted officer/Police officer/Revenue authority of

the area.
Recent copy of Map along with Form-F of the land housing the parking facility.
No objection certificate of the tenant if the vehicle is intended to be parked on the land of
tenant other than the vehicle owner.
58
DEFINITION OF 'FINANCE'
The science that describes the management, creation and study of
money, banking, credit, investments, assets and liabilities. Finance
consists of financial systems, which include the public, private and
government spaces, and the study of finance and financial instruments,
which can relate to countless assets and liabilities. Some prefer to divide
finance into three distinct categories: public finance, corporate finance
and personal finance. All three of which would contain many subcategories.
Finance Company:
I.
HDFC Finance Company.
II.
Shriram Transport Finance Company.
III.
Cholamandalam Investment & Finance Company.
IV.
Bajaj Finance Company.
V.
Shriram Commercial Vehicle Finance Company.
VI.
Sundaram Finance Company.
VII.
Mahindra Finance Company.
59
Objectives
ObejectivesofStudy
A. TostudytheproductknowledgeaboutEicherAgencyProducts.
60
B. ToCapturetheMarket.
C. ToincreasethegoodwilloftheAgency.
D. TostudytheBusindustriesinMahakoshalregion.
E. Tostudythemarketanalysis.
F. TostudytheincreasedSalesvolume.
61
Executive
Summary
Executive Summary
TheprimarymodesformovementofgoodsinIndiaareRailandRoad.Oflate,
movementofgoodsbyroadshasgainedconsiderableimportanceinIndia.The
62
road transport industry is penetrating into the market through a strategy of

services.Theyprovideserviceformtheplatformoftheconsignortothedoorofthe
consignee.Besides,theyacceptgoodsinsmallquantities.UnlikeRailways,they
havethecapacitytopenetrateintoisolatedruralandhillyareas,wherelayinga
railway becomes expensive. They are vital tools in the manufacturing,
transportation,andwarehousingindustries.
ThetruckpopulationinIndiahas
grownatarateof7.2percentperannumbetween195051to199091.Atpresent,
thereareover1300BusespermillionpopulationandtheutilizationofBusesis
around70,000kms.peryear.ThecorrespondingfiguresfortheUSAare151,2000
(over100times)and19,2000kms.peryear(lessthanonethird).
Thetruckingindustryisaverysignificantplayer
ingoodsmovement,carryingover54%ofthetonnekm.railroadsharein198889
(upfrom11%in195051).Inspiteoftheunorganizednatureoftheprivate
companiesengagedinthemovementofgoods,thetruckingoperationinIndia
seemstobefairlyefficient.Theroadinfrastructureandservicemanagementneed
tobeimprovedsubstantially,tomakethetruckingindustryvibrant.
MODELOFOPERATIONOFTHE
TRUCKINGINDUSTRYUserTransportCompanies/contractors/Supplier/
BookingAgentsBrokersTransportOperatorSmallOperatorLargeoperatorUser
representsthedemandsideofthemarket.Collecting,forwarding,distributing
goods.EnsuressupplyofBusestothetransportcontractor.Providinghaulage
service.
INTERMEDIARIESStrengthWeaknessDemandNoStableDemand
UnityDrivenbyFuelPricesPioneerinTransportationShortageofSkilledDrivers
ContributionWithinTheCountryCantReachinRemoteAreasLimitCannotBe
IncreasedOpportunitiesThreatsSubsidizingBrokersComputerizedExchange
NetworkFuelPricesImproveMileageTollsCentralTollPlazaPolitical
EnvironmentStableGovernmentNoofaccidentsInfrastructureEstablishedin
1945Worldseighteenthlargestmotorvehiclemanufacturingcompany.Forth
largesttruckmanufacturer.Secondlargestbusmanufacturerbyvolume.
ManufacturingisdoneatJamshedpurandPantnagar.TatamotorsproducesLCV,
MCVandHCVLCVTATAACE.MCVTATA407,TATA410.HCV
CONSTRUCK,PRIMA.TRAILER.Focusesonnewproductsand
acquisitions.Intensivemanagementdevelopmentinordertoestablishitsleadersfor
tomorrow.
63
VisionMostadmiredbyourcustomers,
employees,businesspartnersandshareholdersfortheexperienceandvaluethey
enjoyfrombeingwithus.MissionTobepassionateinanticipatingandproviding
thebestvehiclesandexperiencesthatexciteourcustomersglobally.Tatatruckis
usinghubandspokemodelfordistributionTatahasmanyC&Fagents(collects
truckfromhubsanddistributeitacrossnation.
Volumeoriented,Highdurability
(strongchassisframe.AvailabilityofsparesalloverinIndia)Costeffective.(Low
maintenance).Differentstrategieslikeproduct,branding.Advertisingandpricing
strategyinthedifferentmarket.InthehomecountryTata'sstrategiesaresameas
tocostleadershipanddifferentiations.
64
Research
Methodolo
gy
65
RESEARCHMETHODOLOGY
Research Methodology is a way to systematically solve the research
problem. It may be understood as Science of studying how research is done
scientifically.InresearchMethodology,wenotonlytalkofresearchmethodsbut
alsoconsiderthelogicbehindthemethodsweuseinthecontextofourresearch
studyandexplainwhyweareusingaparticularmethodortechnique.
RESEARCHDESIGN:
Aresearchdesignisatypeofblueprintprepareddependingonvarioustypes
of available for the collection, measurement and analysis of data. A research
designcallsfordevelopingthemostefficientplanofmethodsandproceduresfor
acquiringisinformationisneeded.
SAMPLING:
An integral component of research designs the sampling unit. Making a
censusstudyandentireuniversewillbeontheaccountoflimitationsofmoneyand
time,samplingbecomesevitable.Asampleisonlyaportionoftheuniverseofthe
population.
66
RESEARCHMETHODOLOGYADOPT
:
ResearchInstrument:Questionnaire(OPECOCalculator)
Samplingplan:
1)Samplemethod:Nonprobabilitysampling
Conveniencesampling.
2)Sampleunit:Infiniteuniverse.
3)SampleSize
:85
SAMPLINGDESIGN:
ThissurveyisdoneinMahakoshalRegion.
67
Thesamplingplanwasdecidedforameaningfulconclusion.Itwasthought
propertocoveraverysmallpercentageofpopulationinvariousgroups.
ThesamplingchosenistheNonprobability,ConvenienceSamplingbecause
onlythosepeoplewereaskedtofilltheOPECOCALCULATAIONON
EXCELSHEETthatwereeasilyaccessibleandavailable.
68
METHODSOFDATACOLLECTION
ToknowtheresponseIhaveusedthequestionnairemethodinsample
survey.Ifonewishestofindout,whatpeoplethinkorknowthelogicalprocedure
is to ask them. This has led marking researchers to use the OPECO
CALCULATORtechniqueforcollectingdatamorethananyothermethod.
Inthismethodquestionnairesweredistributedtotherespondentsand
theywereaskedtoanswertoquestionsinthequestionnaire.Thecalculator(opeco
calculator)wasstructuredasnondisguisedquestionnairebecausethequestions,
whichthequestionnairecontained,werearrangedinaspecificorder,besidesevery
questions asked were logical for the study; no questions can be termed as
irrelevant.
The questionnaires were nondisguised because questionnaire was
constructed, so that objectiveis clear tothe respondent. The respondents were
awareoftheobjective.Theyknowwhytheywereaskedtofillthequestionnaire.
SOURCEOFCOLLECTIONOFDATA:
Primarysources:Questionnaire(OPECOcalculator),Personal
Interviews.
Secondarysources:Internet,Books,Magazinesetc.
69
70
SCOPEOFTHEPROJECT
ThescopeoftheProjectisguidewiderasitanalysisthewholeproductline
ofEicherMotor.ItalsothrowsacomparativelightbetweentheTATAmotors&
Eicher Motor.only. This Project helps Eicher Motor Ltd. to find out the
Strengths&WeaknessesofitsdifferentBuses.
LIMITATIONSOFTHEPROJECT
Nothingisthiswordisperfect.Everythinghasitslimits,sohasthissurvey.The
mainlimitationsencounteredare:
1. Thissurveycoveredlimitednumberofcustomer.
2. Some times respondent that customer may be deliberately provided
falseinformation.
3. Therespondentthatcustomerwasunwillingtowardsthequestionnaire.
4. Sometimecustomerstakeitasafun&donotprovidecorrectinformation.
5.
71
Literature
Review
72
LiteratureReview
Marketing istheprocessbywhichcompaniesdeterminewhatproductsor
services may be of interest to customers, and the strategy to use in sales,
communications and business development. It is an integrated process through
which companies create value for customers and build strong customer
relationshipsinordertocapturevaluefromcustomersinreturn.
Marketingisusedtoidentifythe customer,tokeepthe customer,andto
satisfythecustomer.Withthecustomerasthefocusofitsactivities,itcanbe
concludedthatmarketingmanagementisoneofthemajorcomponentsofbusiness
management.Theevolutionofmarketingwascauseddueto maturemarkets and
overcapacities inthelast23centuries.Companiesthenshiftedthefocusfrom
productiontothecustomerinordertostayprofitable.
The term marketing concept holds that achieving organizational goals
dependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthe
desired satisfactions. It proposes that in order to satisfy its organizational
objectives,anorganizationshouldanticipatetheneedsandwantsofconsumersand
satisfythesemoreeffectivelythancompetitors.
73
FurtherDefinitions
MarketingisdefinedbytheAmericanMarketingAssociation(AMA)as"theactivity,setof
institutions, and processes for creating, communicating, delivering, and

exchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyat
large."Thetermdevelopedfromtheoriginalmeaningwhichreferredliterallyto
goingtoamarkettobuyorsellgoodsorservices.Seenfromasystemspointof
view, salesprocessengineering viewsmarketingas "asetofprocessesthatare
interconnectedandinterdependentwithotherfunctions, whosemethodscanbe
improvedusingavarietyofrelativelynewapproaches."
TheCharteredInstituteofMarketingdefinesmarketingas"themanagement
process responsible for identifying, anticipating and satisfying customer
requirementsprofitably.
"Adifferentconceptisthe valuebasedmarketing whichstatestheroleof
marketingtocontributetoincreasingshareholdervalue.Inthiscontext,marketing
is defined as "the management process that seeks to maximize returns to
shareholders by developing relationships with valued customers and creating a
competitiveadvantage.
74
Marketingstrategy
Thefieldofmarketingstrategyencompassesthestrategyinvolvedinthe
managementofagivenproduct.Agivenfirmmayholdnumerousproductsinthe
marketplace, spanning numerous and sometimes wholly unrelated industries.
Accordingly, a plan is required in order to manage effectively such products.
Evidently,acompanyneedstoweighupandascertainhowtoutilizeeffectivelyits
finiteresources.Asanexample,astartupBusesmanufacturingfirmwouldface
littlesuccess,shoulditattempttorivalimmediatelyToyota,Ford,Nissanorany
otherlargeglobalBusesmaker.Moreover,aproductmaybereachingtheendof
itslifecycle.Thus,theissueofdivest,oraceasingofproductionmaybemade.
Withregardtotheaforesaidquestions,eachscenariorequiresauniquemarketing
strategy to be employed. Below are listed some prominent marketing strategy
models,whichseektoproposemeanstoanswertheprecedingquestions.
75
Vision:
Weannounced"InnovationforCustomers"asourmidtolongtermvisionwith
five core strategies: global orientation, respect for human values, customer
satisfaction,technologyinnovation,andculturalcreation.Wedesiretocreatean
automobilecultureofputtingcustomerfirstviadevelopinghumancenteredand
environmentfriendlytechnologicalinnovation.
76
MANAGEMENTPOLICY:
Basedonarespectforhumandignity,wemakeeffortstomeettheexpectationsof
all stakeholders including customers and business partners by building a
constructiverelationshipamongstmanagement,labor,executivesandemployees.
Also, we focus on communicating our corporate values both internally and
externally,andgainingconfidencefromallstakeholders.
77
Market Analysis
Definition:. An examination of the prices at which similar
properties in the same area recently sold. Real estate agents
perform a comparative market analysis for their clients to help
them determine a price to list when selling a home or a price to
offer when buying a home.
THEFOLLOWINGDIMENSIONSOFAMARKETANALYSIS:
Marketsize(currentandfuture)
Marketgrowthrate
Marketprofitability
Industrycoststructure
78
Distributionchannels
Markettrends
Keysuccessfactors
MARKETSIZE
Thesizeofthemarketcanbeevaluatedbasedonpresentsalesandonpotentialsalesif
theuseoftheproductwereexpanded.
Thefollowingaresomeinformationsourcesfordeterminingmarketsize:
Governmentdata.
Tradeassociations.
Financialdatafrommajorplayers.
Customersurveys.
MARKETGROWTHRATE
Asimplemeansofforecastingthemarketgrowthrateistoextrapolatehistorical
dataintothefuture.Whilethismethodmayprovideafirstorderestimate,itdoes
notpredictimportantturningpoints.Abettermethodistostudygrowthdrivers
suchasdemographicinformationandsalesgrowthincomplementaryproducts.
Such drivers serve as leading indicators that are more accurate than simply
extrapolatinghistoricaldata.
79
Importantinflectionpointsinthemarketgrowthratesometimescanbepredicted
byconstructingaproductdiffusioncurve.Theshapeofthecurvecanbeestimated
bystudyingthecharacteristicsoftheadoptionrateofasimilarproductinthepast.
MARKETPROFITABILITY
Whiledifferentfirmsinamarketwillhavedifferentlevelsofprofitability,the
averageprofitpotentialforamarketcanbeusedasaguidelineforknowinghow
difficult it is to make money in the market. Michael Porter devised a useful
framework for evaluating the attractiveness of an industry or market. This
framework,knownasPorter'sfiveforces,identifiesfivefactorsthatinfluencethe
marketprofitability:
BuyerPower.
SupplierPower.
BarrierstoEntry.
ThreatofSubstituteProducts.
RivalryamongfirmsintheIndustry.
INDUSTRYCOSTSTRUCTURE
Thecoststructureisimportantforidentifyingkeyfactorsforsuccess.Tothisend,
Porter'svaluechainmodelisusefulfordeterminingwherevalueisaddedandfor
isolatingthecosts.
80
The cost structure also is helpful for formulating strategies to develop a

competitiveadvantage.Forexample,insomeenvironmentsthe experiencecurve
effectcanbeusedtodevelopacostadvantageovercompetitors.
DISTRIBUTIONCHANNELS
Thefollowingaspectsofthedistributionsystemareusefulinamarketanalysis:
I.
Existingdistributionchannelscanbedescribedbyhowdirecttheyareto
thecustomer.
II.
Trendsandemergingchannelsnewchannelscanoffertheopportunityto
developacompetitiveadvantage.
III.
Channelpowerstructureforexample,inthecaseofaproducthavinglittle
brandequity,retailershavenegotiatingpowerovermanufacturersandcan
capturemoremargin.
MARKETTRENDS
Changesinthemarketareimportantbecausetheyoftenarethesourceofnew
opportunitiesandthreats.Therelevanttrendsareindustrydependent,butsome
examplesincludechangesinpricesensitivity,demandforvariety,andlevelof
emphasisonserviceandsupport.Regionaltrendsalsomayberelevant.
81
KEYSUCCESSFACTORS
Thekeysuccessfactorsarethoseelementsthatarenecessaryinorderforthefirm
toachieveitsmarketingobjectives.Afewexamplesofsuchfactorsinclude:
Accesstoessentialuniqueresources
Abilitytoachieveeconomiesofscale
Accesstodistributionchannels
Technologicalprogress
It is important to consider that key success factors may change over time,
especiallyastheproductprogressesthroughitslifecycle.
82
83
Data Analysis
And
Interpretation
84
I.
PercentageofpeopleknowaboutEicherMotorsBusservices.
S.No.
Option
Response(%)
1.
Yes
80
2.
No
20
Total
100
Response (%)
40.5
40
39.5
Response (%)
39
38.5
38
37.5
37
Eicher
Tata
Interpretation
Alltherespondentssaidthatthey knowaboutEicher Motors
busservices.
85
II.
WhoknowaboutdifferentBusesofEicherMotors.
S.No.
Option
Response(%)
1.
Eicher
50
2.
Tata
30
3.
Mahindra
10
4.
AshokLeyand
10
Total
100
Response (%)
45
40
35
30
25
20
15
10
5
0
Response (%)
Interpretation
50%therespondentssaidthatthey knowaboutEicher,30%know
aboutTata,10%knowaboutMahindraandAshokLeyandeach.
86
III.
BestBusesofEicherMotorsintermsofAverage/fuel
o Consumption.
S.No.
Option
Response(%)
1.
Eicher
40
2.
Tata
38
3.
Mahindra
12
4.
AshokLeyand
10
Total
100
Response (%)
45
40
35
30
25
20
15
10
5
0
Response (%)
Interpretation:50%therespondentssaidthatBestBusesofEicherMotors
intermsofAverage/fuelConsumptionisEicher,38% saidTata,12%
saidMahindraand10%saidAshokLeyand.
87
IV.
BestBusesofEicherMotorsintermsofgoodandattractive
o Looks.
S.No.
Option
Response(%)
1.
Eicher
45
2.
Tata
30
3.
Mahindra
10
4.
AshokLeyand
15
Total
100
Response (%)
45
40
35
30
25
20
15
10
5
0
Response (%)
Interpretation
45%therespondentssaidthatBestBusesofEicherMotorsintermsof
goodandattractiveLooksisEicher,30%saidTata,10%saidMahindraand
15%saidAshokLeyand.
88
V.
BestfeatureofBusesofEicherMotors.
S.No.
Option
Response(%)
1.
Goodaverage
30
2.
Comfortabledriving
45
3.
Spacious
4.
Resalevalue
15
5.
Anyother
10
Total
100
Response (%)
45
40
35
30
25
20
15
10
5
0
Response (%)
Interpretation
30%therespondentssaidthatBestfeatureofBusesofEicherMotors
isGoodaverage,45%saidComfortabledriving,15%saidResalevalueand10%
saidotherfeatures.
89
VI.
RatinggivenbythepeopletotheadvertisingPolicyofEicher.
S.No.
Option
Response(%)
1.
Excellent
50
2.
Verygood
20
3.
Good
25
4.
Average
5.
Poor
Total
100
Response (%)
45
40
35
30
25
20
15
10
5
0
Response (%)
Interpretation
50% the respondents feel that the advertising Policy of Eicher is
Excellent,20%feelitisverygood,25%feelitisgoodwhile5%feelitaverage.
90
VII.SuggestionsgivenbythepeopletoEicherMotorsbusservices?
S.No.
Option
Response(%)
1.
Moreandmoreadvertisement
20
2.
Betteraftersalesservices
40
3.
Conductionoffreeservicecamps
4.
Exchangeoffer
30
5.
Anyother
10
Total
100
Response (%)
45
40
35
30
25
Response (%)
20
15
10
5
0
Interpretation:20%therespondentsfeelthattheEicherMotorsshoulddo
Moreandmoreadvertisement,40%feelsthattheyshouldprovide Better
after sales services ,30% feel that company should give more exchange
offerswhile10%wantsotherexcitingoffers.
91
Swot Analysis
92
1)Strengths:
A.StrongDomesticMarket.
B.Productionfacility.
C.Goodquality.
2)Weaknesses:
A.Design.
B.Noinnovation.
C.NoluxuryBuses.
3)Opportunity
A.CheaperBuses.
93
B.Diversification.
C.CostReduction.
D.EuropeanandAfricanMarket.
4)Threats
A.CompetitionfromGermanyandJapan.
B.ThreatfromNationalCompanies.
94
Conclusion
95
CONCLUSION
After the survey, Some interesting conclusions & findings are drawn ,
Some of than are as follow :1. Eicher is one of the popular brand among 4 wheeler & majority of 1
people know about it.
2. Eicher is the most popular Buses of Eicher near about 50% of people gives
the posture response for it .
3. Eicher & Tata both the Buses of Eicher are best average Buses among
other.
4. Again Eicher & Tata both the Buses of Eicher have good & attractive
looks.
5. Most of the people noted the Buses of Eicher for comfortable driving &
Average .
6. Most of the people 50% said that Advertising policy of Eicher is
Excellent.
7. The most important suggestion given by people is to provide better after
sales service.
All these conclusions shows that Eicher is one of the most popular brands
among Buses section.
96
Suggestion
97
Suggestion For Company

Appoint a Global Campaign ManagerWith responsibility for all
communicationandcoordinationaroundthecampaign.Makesurehis/heroverall
accountability is understood by all. Failing to do this will result in cross
communication,misunderstandingsandmisseddeliverables.
PlanRuthlesslyMakesuredeadlines,responsibilitiesanddeliverablesareclear
toeveryoneinvolved.Planyourcampaignsofficiallaunchatatimeanddatethat
worksforallthecountriesinthecampaign.And,ateverystepoftheway,getall
partiestoconfirmwhendeliverableshavebeencompletedsoyoucanstayontop
oftheprojectatagloballevel.
ConsiderTimezonesYourtimelinesmustreflectthesesoallrelevantmaterials
arereadyconcurrentlyacrossallmarkets.Anddontforgettofactorintimefor
translation,localization,reviewsanditerations.
Communicate Plans,DeliverablesandExpectationsacrossdifferentchannels
andmultipletimes.Touchbasewithincountryteamsregularlytoprovidesupport
andadviceandtostay.
98
Suggestion for Dealership

Product Campaign should be establish in the place where there are no/less
awareness about the products for Example:Seoni,Mandala,Dindori,and other
districts of Mahakoshal Region.
Dealership need to put more print Ads customized for the city need.Dealership
looking at the psychographic condition of the city 80% belongs to service class .
Dealership should use local mode of advertising ,using Radio,newspaper etc.
Dealership should use local language in the advertising for better connection with
the target customers.
99
Bibliography
100
BIBLIOGRAPHY
WEBSITES
www.google.com
www.eicher.in
www.wikipedia.com
MAGAZINES
Autosports
BusinessOutlook
Motorindiaonline.com
Buscoachindia.com
NEWSPAPER
TimesAuto
EconomicTimes
BOOKS
Marketingmanagement,AuthorDr.Yashwant
Economicstudies,AuthorMr.V.S.Rao
EicherProductRangeAtaGlance.
101
102
Appendix
QUESTIONNAIRE
Name
Occupation ..
Contact No. .
Q.1 Do you know about Eicher Motors bus services?
a) Yes
b) No
Q.2 If yes, which Buses do you know about Eicher Motors ?

a)
b)
c)
d)
Eicher
Tata
I -10
I-20
Q.3 According to you, which Buses of Eicher is best in Average

/fuel Consumption?
a)
b)
c)
d)
Eicher
Tata
Mahindra
Ashok Leyand
Q.4 According to you , which Buses of Eicher have good and

attractive looks?
a)
b)
c)
d)
Eicher
Tata
Mahindra
Ashok Leyand
Q.5 What is the best feature of Buses of Eicher Motors ?

a) Good average
b) Comfortable driving
c) Spacious
d) Re-sale value
e) Any other
Q.6 What do you think about the advertising Policy of Eicher ?
a)
b)
c)
d)
e)
Excellent
Very good
Good
Average
Poor
Q.7 What suggestion do you want to give to Eicher Motors ?

a)
b)
c)
d)
e)
More and more advertisement

Better after sales services
Conduction of free service comps
Exchange offer
Any other
Q8.Whatisthetypeofpaymentmodeofferedbythecompany?
1. advancepayment
2. creditpayment
3. Finance
Q9.Whatabouttheaftersalesservicesprovidedtoyoubythecompany?
1. speedily
2. normal
3. slow
Q10.AreyousatisfiedwiththedealofEichercompany?
1. verysatisfied
2. satisfied
3. dissatisfied
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