SURVEY REPORT

ON
MARKETING STRATEGY OF gsr motors
private limited

SESSION 2013-16

GUIDED BY :-
SUBMITTED BY :-
DR. Anchal Pathak
Professor (Management); Harshit Agrawal
School of Management Sciences, Roll No : 1141430088
Varanasi-221011 UP INDIA BBA 6th Semester
(B/17109)

1
 SURVEY REPORT
ON
MARKETING STRATEGY OF gsr mOTORS
(PVT) LIMITED
SUBMITTED UNDER PARTIAL FULFILLMENT OF THE
REQURIEMENT FOR THE AWARD OF DEGREE OF
THREE YEAR (FULL TIME)
BACHELOR OF BUSINESS ADMINISTRATION
OF
MAHATMA GANDHI KASHI VIDYAPITH VARANASI
GUIDED BY :- SUBMITTED BY :-
DR. Anchal Pathak Harshit Agrawal
Professor (Management); Roll No : 11414300088
School of Management Sciences, BBA 6th Semester
Varanasi-221011 UP INDIA (B/17/109)

SCHOOL OF MANAGEMENT SCIENCE

VARANASI (SMS)

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 declaration
I hereby declare that I have successfully designed and implemented this
survey report on . Marketing Strategy Of
GSR MOTORS (PVT.) Limited. .

This survey report is under SCHOOL OF MANAGEMENT SCIENCE,

VARANASI (SMS), under the guidance of Dr.Anchal Pathak ., for the
partial fulfillment of degree in bachelor of business administration from
MAHATMA GANDHI KASHI VIDHYAPITH, VARANASI (MGKVP), during
my academic period 2013 2016.

This survey report has not been submitted to any Organization,

University, or any other college and it is the outcome of my own work.

Harshit agrawal

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 ACKNOWLEDGEMENT
It is my pleasure to thank all who helped my directly or indirectly in
preparation of this project. It was very exciting for us to work on this
project of Marketing Strategy of Ford India.
I would like to add few heartfelt words for the people who were part of
this project and its report in numerous ways.
First of all , I would like to express my profound sense of gratitude
veneration to prof. P. N. Jha, Director of School of Management Science
Varanasi. Also it give immense pleasure to express my gratitude to my
project mentor Mr. Anchal Pathak under whose able, experience and
dynamic guidance the present work was carried out. His sincere
encouragement and enumerable valuable discussion were a constant
source of inspiration to me.
I am highly thankful to our coordinator Mr. Atish Khadse
for his valuable suggestions.
I am very thankful to everyone who supported me, for I have completed
my project effectively and moreover on time.

PLACE :- VARANASI HARSHIT AGRAWAL

DATE :- Roll no:-1141300088
BBA 6th Semester
(B/17/109)

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 RESEARCH METHODOLOGY

The purpose of methodology section in the report making is to describe the

research process that is followed while doing the main part. This would
however include the research design, the sampling procedure, and the data
collection method. This section is perhaps difficult to write as it would also
involve some technical terms and may be much of the audience will nor be
able to understand the terminology used. The methodology followed by the
researcher, during the preparation of the report was:

Research Design
A research design is purely and simply the framework or plan for a study that
guides the collection and analysis of data. The survey research was used in this
project, because consumers feedback was necessary for obtaining the data.

Research Instrument
For doing the survey research, structured questionnaire with both open-ended and
closed-ended questions was used.

Mode of Survey
The mode of survey was personal interview with the respondents during the filling
up of the questionnaires.

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Data Sources

Primary Data

Primary data is that kind of data which is collected directly by the investigator himself for
the purpose of the specific study. Primary Data is collected by the investigator through
interviews of company employees, vendors, distributor etc. Data such collected is
original in character. The advantage of this method of collection is the authentic. A
questionnaire of about 50 questions was made and it was given to the dealers to fill it up
for our research. The research was a kind of conclusive research as it helps in the
testing of hypothesis. The method of sampling was the Random method as it is
unbiased.

Secondary Data

When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports,
libraries, magazines, fair & conference and other publications. The advantages of the
secondary data can be It is economical, both in terms of money and time spent .The
researcher of the report also did the same and collected secondary data from various
internet sites like www.google.com, www.airtel.com, www.hutch.co.in and many more.
The researcher of the report also visited various libraries for collection of the
introduction part.

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7
 EXECUTIVE SUMMARY

The project report was carried on to know the influential factors to buy cars

at metro ford provided by the company will help to enhance the companys

sales. To know the satisfaction level of existing consumers this will help to

maintain loyalty of the costumer. The project report entitled organizational

study. is undertaken in partial fulfillment of requirement of school of

management sciences varanasi

It was an opportunity to learn the practical aspects of industries. This topic

is concerned to know their organizational behavior, the way it woks and the

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marketing strategies it uses to attract the customers. Gsr ford in varanasi

has good sales when compared to other car dealership.

Objectives:-

To analyze various post sales service provided by Gsr ford.

To determine customer satisfaction level based on post sales service provided.

To understand the behavior of the staff with customers.

To suggest measures to improve customer satisfaction and improve quality

of service.

Purpose of study:-

The main purpose of the study is to know the organizational study . and way it

works in and out of the organization.

Scope of the study:-

The study covers the users ford in varanasi city.

The study covers the customer owning Gsr ford in varanasi city.

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Limitation of the study:-

1) Because of time constrain my study confines only to varanasi & it is not possible

to make extensive study.

2) By busy working schedule of executives it is difficult to extract more

Information from them.

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 INTRODUCTION

This is a brief history of Henry ford

Henry Ford (July 30, 1863 April 7, 1947) was the American founder of

the Ford Motor Company and father of modern assembly lines used in

mass production. His introduction of the Model T automobile revolutionized

transportation and American industry. He was a prolific inventor and was

awarded 161 U.S. patents. As owner of the Ford Motor Company, he

became one of the richest and best-known people in the world. He is

credited with "Fordism", that is, the mass production of large numbers of

inexpensive automobiles using the assembly line, coupled with high wages

for his workers. Ford had a global vision, with consumerism as the key to

peace. Ford did not believe in accountants; he amassed one of the world's

11
largest fortunes without ever having his company audited under his

administration. Henry Ford's intense commitment to lowering costs resulted

in many technical and business innovations, including a franchise system

that put a dealership in every city in North America, and in major cities on

six continents. Ford left most of his vast wealth to the Ford Foundation but

arranged for his family to control the company permanently.

July 30, 1863

Born Greenfield Township,

Dearborn, Michigan, U.S.

April 7, 1947 (aged 83)

Died
Fair Lane, Dearborn, Michigan,

U.S.

Occupation Business, Engineering

Religion Protestant Episcopal

12
Spouse(s) Clara Jane Bryant

Children Edsel Ford

Parents William Ford and Mary Ford

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 OVERVIEW OF THE ORGANISATION

Ford Motor Company

Henry Ford with Thomas Edison and Harvey Firestone. Ft. Myers, Florida,

February 11, 1929.

In response, Malcomson brought in another group of investors and

convinced the Dodge Brothers to accept a portion of the new company.

Ford & Malcomson was reincorporated as the Ford Motor Company on

14
June 16, 1903, with $28,000 capital. The original investors included Ford

and Malcomson, the Dodge brothers, Malcomson's uncle John S. Gray,

Horace Rackham, and James Couzens. In a newly designed car, Ford

gave an exhibition on the ice of Lake St. Clair, driving 1 mile (1.6 km) in

39.4 seconds, setting a new land speed record at 91.3 miles per hour

(147.0 km/h). Convinced by this success, the race driver Barney Oldfield,

who named this new Ford model "999" in honor of a racing locomotive of

the day, took the car around the country, making the Ford brand known

throughout the United States. Ford also was one of the early backers of the

Indianapolis 500.

15
LABOUR PHILOSOPHY

Henry Ford was a pioneer of "welfare capitalism," designed to improve the

lot of his workers and especially to reduce the heavy turnover that had

many departments hiring 300 men per year to fill 100 slots. Efficiency

meant hiring and keeping the best workers.

Ford announced his $5-per-day program on January 5, 1914. The

revolutionary program called for a raise in minimum daily pay from $2.34 to

$5 for qualifying workers. It also set a new, reduced workweek, although

the details vary in different accounts. Ford and Crowther in 1922 described

it as six 8-hour days, giving a 48-hour week, while in 1926 they described it

as five 8-hour days, giving a 40-hour week.(Apparently the program started

with Saturdays as workdays and sometime later it was changed to a day

off.) Ford says that with this voluntary change, labor turnover in his plants went

from huge to so small that he stopped bothering to measure it

16
Labor unions

Ford was adamantly against labor unions. He explained his views on

unions in Chapter 18 of My Life and Work. He thought they were too

heavily influenced by some leaders who, despite their ostensible good

motives, would end up doing more harm than good for workers. Most

wanted to restrict productivity as a means to foster employment, but Ford

saw this as self-defeating because, in his view, productivity was necessary

for any economic prosperity to exist.

International business

Ford's philosophy was one of economic independence for the United

States. His River Rouge Plant became the world's largest industrial

complex, pursuing vertical integration to such an extent that it could

produce its own steel. Ford's goal was to produce a vehicle from scratch

without reliance on foreign trade. He believed in the global expansion of his

company. He believed that international trade and cooperation led to

international peace, and he used the assembly line process and production

of the Model T to demonstrate it.

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He opened Ford assembly plants in Britain and Canada in 1911, and soon

became the biggest automotive producer in those countries. In 1912, Ford

cooperated with Agnelli of Fiat to launch the first Italian automotive

assembly plants.

Honors

In December 1999, Ford was among 18 included in Gallup's List of

Widely Admired People of the 20th Century, from a poll conducted of the

American people.

In 1928, Ford was awarded the Franklin Institute's Elliott Cresson

Medal.

The United States Postal Service honored Ford with a Prominent

Americans series (19651978) 12 postage stamp

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 WORDINGS OF GSR FORD

GSR Ford -The official local Ford dealer of Varanasi

Our Brand Image ;speaks for itself. Complementing the Marketing team is
our vast and strong network - the backbone of our vital marketing
operations. We work on the "3S" fundamentals of -
SALES, SERVICE and SPARE PARTS under one roof. With a strongly
dedicated team of Sales and Service engineers, our targets are the
fulfilment of every customer's needs. Every single customer matters to us.
Together the 3S operate in tandem to serve our customer and forge an
everlasting bond with them.
Customer satisfaction is our motto and we remain steady fast in our
commitment to our valued customers... Offering Nothing But the Very
BEST to Them.

The exciting range of Ford Cars are on view in your local Ford Dealer in
Varansi including the Ford Aspire, Ford Ecosport, Ford Fiesta, New Ford
Figo and All New Ford Endeavour. Check out our New cars range plus
browse our range of used cars available.

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 Company Flashback

Ford Motor Company, an American company, manufactures and sells

automobiles worldwide. The company was launched from a converted

wagon factory with Rs. 28,000 cash from twelve invesors. Henry Ford, the

founder, was 40 years old when the company was founded. Today, it is the

largest family-controlled company in the world. It has been in continuous

family control for over 100 years.

Ford introduced itself in India in 1988 with its Ford Escort model. Later in

2001 it was replaced by locally produced Ford Ikon. Since then it has

added Fusion, Fiesta, Mondeo and Endeavour to its product line.

Ford introduced itself in India in 1988 with its Ford Escort model. Later in

2001 it was replaced by locally produced Ford Ikon. Since then it has

added Fusion, Fiesta, Mondeo and Endeavour to its product lin.

20
 Our Mission & Vision

Mission

GSR Ford will strive to provide a pleasant buying experience to all our

prospective Customers, from the time he / she expresses the interest to

purchase a Ford Car till the Car of his / her choice is delivered in perfect

condition. To provide after-sales-service which is prompt, efficient,

convenient and reasonable to ensure Customers delight. To provide a

congenial working environment to all Employees along with fair

compensation and other welfare benefits.

Vision

GSR Ford will keep in pace with Growth Plan of Ford India in providing the

required Sales and Service Infrastructure for the convenience of

prospective Customers. To achieve the Customer Satisfaction and Market

21
Share objectives of Ford India in the Segment and in the Areas of

operation.

Vision of Ford.

Our vision: become the main company of the world in products and
services of the car.

Definition of the values of a company - examples.

Values : Define the group beliefs, and rules that control the management

of the company. It represents the institutional philosophy and the support to

the cultural organization.

The main objective of corporative values is to have a framework of

reference that inspire and control the life of our company.

Values of Ford

Our values: make well things to our people, our environment and our

society, but to our clients.

22
 Finance Options

Auto finance plays a very vital role in the car market. A majority of our

car sales are through finance. We have a very good business

understanding with all the financing institutions in VARANASI few

institutions which have tied up with us are:

ICICI

HDFC

BOI

BOB

MAHINDRA Finance

State Bank of India

Sriram Transport Finance

Axis (UTI)

23
These institutions work on varying interest rates. We will help you to set

the best probable deal from any of them. Listed below are a few

documents which are required for finance approvals.

TERMS AND CONDITIONS

Individual (Self Employed)

ID Proof (Pan Card)

Address Proof. (Voter Id,Passport,Yellow Card itc)

o Signature verification.

o Latest 3 years IT returns with balance Sheet & computation of

Income.

o Bank Statement for past 6 months.

o Loan Statement If Any

o Business Registration Proof

o Post dated cheques.

24
 o 4 Photogarphs

Individual (Salaried)

ID Proof (Pan Card)

Address Proof. (Voter Id,Passport,Yellow Card itc).

o Signature verification.

o Form 16 of 3 Year with latest Salary slip.

o Bank Statement for past 6 months.

o Post dated cheques.

o Loan Statement If Any

o 4 Photogarphs

Value Added Services

Waxoyl and 3M Car Treatment

Pickup and Drop

Insurance Renewal

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 Extended Warranty

Assistance for Insurance Claim

Pre Owened Car Valuation

Accessories For own car design

Estimations

Finance Assistance

Exclusive Interactive Reception Facility

Internet Browsing for Customers (Limited)

Coffee Shop

Customer feedback call

2 Free services

26
COMPETITIORS

General Motors Company

Toyota Motor Corp.

Volkswagen

Honda Motor Co. Ltd.

Fiat .

Renault .

Maruti Suzuki

Mahindra & Mahindra

27
PRODUCT PROFILE

FORD ASPIRE THE BEST CHOICE

FORD ASPIRE

LUXURY:- THE SHINE WITHIN

Luxurious leather interiors

Metallic insets on trim

Dual tone charcoal + light oak environment

Best in segment space

SUPERLATIVE SAFETY

Anti- lock braking system (ABS) with EBD

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 Driver and front passenger airbags

Side and curtain airbags

Central locking and PATS (passive anti- theft system)

Esp (electronic stability program )

HLA ( hill launch assist) and TCS ( traction

control system)

Programmable keyless entry & auto re- locking

STYLING :-THE WOW FACTOR

Kinetic 2 version design

Hyper silver alloys

Twin barrel crystal headlamps

Two tone color co-ordinate interiors

EXTERIOR COLOURS AVAILABLE

diamond white

ingot silver

smoke grey

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 ruby red

panther black

FORD ASPIRE RANGE AVAILABLE:-

1.2 TI-VCT PETROL

1.5L TI-VCT PETROL AT

1.5L TDCI DISEL

30
FORD ECOSPORTS

SENSIBLE BHI. CRAZY BHI

FORD ECOSPORTS FEATURES

EXTERIOR

Kinetic design

All new stylish clear headlamps

Sporty body coloured bumper with fog lamps bezels

All new clear type tail lamps

Stylish 7 spoke wheel covers

Internally adjustable outside mirrors

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INTERIORS

Push button start

New seat fabric

LCD display odometer

Tachometer

Coin holder on floor console

Front 12 v power outlet

Boot lamp

Chrome insert on gear knob and packing brake button

Vanity mirror on passenger sun visor

SAFETY AND SECURITY

Collapsible steering coloumn

Front seat belt load limiters

Rear parking sensors

Child safety rear door locks

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 Front fog lamps

Day/ night rear view mirror

Emergency assists

COMFORT AND CONVENIENCE

Rain sensing wipers automatic headlamps

Adjustable tilt and Telescopic streeing

Front & rear power windows

346 litres luggage compartment

Push button start

EXTERIOR COLOURS AVAILBLE

Diamond white

Panther black

Smoke grey

Moon dust silver

33
 Panther black

FORD NEW FIGO

SMART & SMARTER

FEATURES

EXTERIOR APPEARANCE

Body colored front & rear bumpers

Headlamp leveling

Body colored outside mirrors

Body colored outside door handles

Chrome finish on radiator grille

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 Front grill sorround

COMFORT AND CONVENINENCE

AC With Automatic Climate Control

Remote fuel filler opening

Anti- drip wiping

Front power windows

Remote boot open

Driver seat height adjust

Electrically adjustable outside mirrors

6 speed variable intermittent front wipers

New Innovative Feature My Ford Dock & Ford My Key

INTERIORS

Lunar grey interior appliqu

Adjustable front seat headrest

35
 Day/ night inside rear view mirror

Cup holders in front central console

Rear parcel tray

INFOTAINMENT AND CONNECTIVITY

wiring to antenna base

MP3 player with radio (AM/FM) + 4 speakers

Bluetooth phone interface

Full phone book access

Sms notification

Auto streaming

EXTERIOR COLORS AVAILABLE:-

Diamond white

Ingot silver

Panther black

Smoke grey

Ruby red

36
 Deep impact blue

Sparkling gold

FORD ENDEAVOUR

ENGINEERED FOR EXTRAORDINARY

TAKE THE LEAD

MUSCLE CLAD IN CONTEMPORARY NEW SKIN

The new ford Endeavour is built to lead. A perfect combination of power,

style, comfort and safety, the exciting new ford Endeavour can take on

anything the road throws at it. Under the bold new hood, behind the

imposing new headlights, beneath the chrome highlights and sculpted

tailgate and in the purposeful air intakes, lurks a beast that was born to be

ahead.

37
POWER AT ITS PEAK

The all new ford Endeavour owes its power to the best in- class 3.2 litre

TDCi engine, delivering 470 NM of earth biting torque and 200 PS of raw

power to give you the true 4*4 experience. You also have the option of a

2.2 litre TDCi engine that delivers 160 PS of power and 385 NM torque,

adding quickness and agility to ultimate driving.

MORE SPACE FOR MORE ACTION

The space inside the ford Endeavour is in sharp contrast with the harsh

terrain on the outside. With innovative stowage spaces. All new- plush

camel interiors and refreshed instrument panel, your ride will be as

comfortable as it can be.

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Colors available

Smoke Grey

Sunset Red

Moon dust silver

Diamond white

Golden Brown

Panther Black

39
 GSR

FORD

ORGANIS

ATIONAL

CHART

40
MANPOWER AND DEPARTMENT

8 people work as sales executives

41
 4 people for accounts section

25 people for service department

7people for house keeping

42
FORD SERVICE OFFERINGS

EXTENDED WARRANTY (EW) :- covers electrical and

mechanical failures beyond the standard warranty on

your ford

SCHEDULED SERVICE PLAN(SSP) :- Covers periodic

maintenance services as per the recommended service

schedule in the owners manual.

TOTAL MAINTENANCE PLAN(TMP) :- covers wear

and tear parts, periodic maintenance services and

electrical and mechanical failures.

PREFFERD INSURANCE(PI):- for hassle- free

insurance .covering by all ford India dealership

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EXTENDED WARRANTY (EW)

Protect your ford against mechanical and electrical defects beyond

the standard warranty. Choose from a range of plans that we have to

offer.

BENEFITS OF THE FORD EXTENDED WARRANTY

100% backed by ford

Replacement or repair of any defective electrical or mechanical

part

Service at any ford dealership across India

No out-of-pocket expenses for repairs under coverage

Transferrable upon sale of vehicle

Peace-of-mind motoring

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SCHEDULED SERVICE PLAN (SSP)

With a ford of SSP, you get the opportunity to pay up- front and get great

savings on scheduled service for up to 5 years.

BENEFITS OF THE SCHEDULED SERVICE PLAN

Savings of up to 10% on all paid service

Drive-in and drive-out cashless service with a one- time

payment.

Available at all ford dealerships across India

The cost of the scheduled service plan can be incorporated as

part of your EMIS

Transferrable upon sale of vehicle

45
TOTAL MAINTENANCE PLAN (TMP)

Comprehensive maintenance plan ( for up to 3 years / 1,00,000 km )

that ensures that nothing gets in the way of enjoying your ford the

ultimate peace of mind offering.

COVERAGE

Mechanical and electrical repairs

Periodic maintenance services

Replacement of wear and tear parts

BENEFITS

Includes the cost of parts and labour

Protection from price inflation maintenance prices locked at rates

at purchase.

Transferrable upon sale of vehicle.

Wide variety of plans suited to your usage needs

46
PREFERRED INSURANCE

At ford, we have tied up with leading insurance providers to ensure that you

always get the best coverage and hassle free service. No matter where you

are in the country.

BENEFITS OF THE PREFERRED INSURANCE

Quick and easy insurance

Competitive rates and priority approvals

Offered at all ford dealerships in India

Near cashless service

Immediate renewals

47
QUICK SERVICE

When it comes to service. No one knows your car better than the

expert technicians at your ford service centre. And knowing how

important your time is, we offer you with the one of- a kind quick

service facility- a full service of your ford in 90 minutes.

In the 90 minutes, we ensure that your vehicle is quickly checked,

required services completed and your car cleaned and handed over.

48
 24* 7 ROADSIDE ASSISTANCE

When youre out on the road, the last thing you would want is to be stuck

with a flat tyre, an empty gas tank or a dry battery. But worry no more as

the ford roadside assistance is just a phone call away, 24 hours a day, and

7 days a week.

BENEFITS OF ROADSIDE ASSISTANCE

Flat tyre replacement

Lost/ locked key assistance

Battery assistance

Towing assistance

Fuel delivery

Round-the-clock service

Taxi assistance

49
FORD GENUINE PARTS

Never compromise on the quality and performance of your ford. To ensure

that you can always get the best out of your vehicle, visit an authorized ford

service centre, where our expert technicians use only certified genuine ford

parts.

BENEFITS OF GENUINE FORD PARTS

Retains the structural & functional integrity of your ford vehicle

Confidence and peace- of- mind about the performance of your

vehicle at all times.

Covered under a 6 month / 10,000 km warranty the global ford

standards

Guaranteed standards of fit and finish

Increases the value of your vehicle upon resale

50
SERVICE PLEDGE

Ford service strives to give you the best service and care for your car

at all times and to show our commitment. We follow our service

pledge.

In case the promise are not kept , you can write a mail to the dealer

principal. Ask your dealership for the respective email address.

If the above promises are still not kept, you can escalate it to the

highest level by sending a mail to the MD of ford India .

FORD SERVICE

PROMISE THAT WE WILL..

Ford Pledge
My customer are family to me

I will always treat them with respect.

Be truthful and transparent.
Pay attention to their needs.
And fulfill my promises.

At every interaction, Ill ask myself.

Is this how Id act with a member of my family?

I will go further, so they can too.

51
 Explain to you the required vehicle servicing, estimated cost and time before hand

Deliver the vehicle at the promised time

Ensure that the bill is within the estimate and explain the bill in detail

Respond to any query or concern within 24 hrs

MICHAEL BONEHAM, MD AND PRESIDENT

FORD INDIA PVT LIMITED

52
Ford Partners

At Ford Motor Company, we forge partnerships to better connect with our

customers. Together with companies like these, we can offer a broad range

of innovative products and services.

53
54
55
OVERVIEW
Their Vision
To become the worlds leading Consumer Company for automotive
products and services.
Their Mission
We are a global family with a proud heritage passionately
committed to providing personal mobility for people around the world.
We anticipate consumer need and deliver outstanding products and
services that improve peoples lives.
Their Values
Our business is driven by their consumer focus, creativity,
resourcefulness, and entrepreneurial spirit.
We are an inspired, diverse team. We respect and value
everyones contribution. The health and safety of our people are
paramount.
We are a leader in environmental responsibility. Our integrity is
never compromised and they make a positive contribution to society.
We constantly strive to improve in everything they do. Guided by
these values, we provide superior returns to their shareholders.
FORD
Genuine, Progressive, Smart
Ford Motor Company offers reliable, affordable vehicles for the
worlds varying lifestyles. From the Model T-the car that first brought driving
to the masses, to more recent favorite like the Escape, Ford vehicles have
been among the worlds most popular cars and trucks.

56
Major Competitors
Daimler Chrysler, Fiat, General Motors, Honda, Nissan, Toyota,
Volkswagen, Hyundai
FORD INDIA PRIVATE LIMITED
Ford India Private Limited is a wholly owned subsidiary of the
Ford Motor Company in India. Ford India Private Limited's head quarters
are located in Chengalpattu, Tamil Nadu. It currently is the 8th largest car
maker in India after Maruti Suzuki, Hyundai, Tata Motors, Mahindra,
Chevrolet, Honda and Toyota.
The modern Ford India Private Limited began production in 1996,
although the roots trace back to 1907 when the Model A was launched. Its
manufacturing facilities are in Maraimalai Nagar near Chennai. Ford India
Private Limited began production in 1926, but was shut down in 1954.
Production began again with the joint venture Mahindra Ford India Limited
(MFIL) in October 1995, a 50-50 venture with Mahindra & Mahindra
Limited. Ford Motor Company increased its interest to 72% in March 1998
and renamed the company Ford India Private Limited.
FIPL's main manufacturing plant had a capacity of 100,000 vehicles
annually and is located in Maraimalai Nagar, 45 kms. From Chennai. As its
new hatchback Figo was launhced in September 2015 and new sedan Figo
Aspire, are manufacturing at opur new plant which is situated Sanand
Gujrat. Ford Motor Company had invested $500 million to double capacity
of the plant to 200,000 vehicles and 250,000 engines annually.

57
Current Models
1. All new Figo launched in 2015

2. Ford Endeavor launched in 2016

3. Figo Aspire launched in 2015

4. Eco Sports launched in 2013

Discontinued Models
1. Ford Escort (1996 -2000)

2. Ford Mondeo(2001 2005)

3. Ford Fusion(2004-2010)

4. Figo ( 2015)

Service Network
As of May 2016, FIPL has 367dealerships in 200cities across India
. The company plans to expand to 100 dealerships by the end of 2018.
Sales Performance
FIPL posted tremendous record sale, witnessing a 272 per cent
growth in year-on year sales for the month of May when compared to May
2009. Ford Figo continued to drive record sales for Ford India for the third
consecutive month since its launch in the Indian market.
Ford India also saw an increase in its month-on-month sales with
May posting higher sales than April, achieving a 7.6 per cent high against

58
last month's sale of 7509 units. Other Ford brands also saw a rise in
demands which added to the overall volume for May with all the brands
performing well. Ford India will commence its second production shift at its
manufacturing plant in Maramalainagar from July, with training of new
employees already underway, to meet strong demands for its products
especially the Figo
Exports
FIPL currently exports vehicles in small quantity to countries in South
America and Africa.

59
60
61
 CHAPTER-III
DATA ANALYSIS & INTERPRETATION
1) Age group:

Table 3.1

Sl.No Age Group No of people

A 20 to 30 9
B 30 to 40 25
C 40 to 50 25
D Above 50 22

Chart 3.1

25

20
20-30years
15 30-40years
40-50years
10
above 50
5

Interpretaion:-
From the above table shows that the respondents of the age group of years above 50 i.e.
22, the next group is 40-50 years i.e.25, the remaining age groups are 30-40 and 20-30 years
having 25 and 9 respectively.

2) Occupation

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 Table 3.2
Sl.No occupation No of people
A Employee 35
B Business 20
C NRI 15
D Others 8

Chart 3.2

35
30
25 employee
20 business

15 NRI

10 others

5
0

Interpretation:-
From the above table shows that the respondents of the occupation are mostly
employees numbered 35, business people numbering 20 , NRIs 15 and others 8 people.

3) Which model of Ford car do you own?

Table 3.3

63
Sl.No Brand No of people
A EcoSports 35
B Figo 18
C Aspire 10
D Endeavour 12

Chart 3.3

Aspire
D, 12

Endeavor EcoSports
C, 10 A, 35

Figo
B, 18

Interpretation:-
The following graph shows the number of cars in the total of 75 persons i10 is owned by
35 people, and Verna owned by 18 and Accent owned by 10 people and Santro by 12 people.

4) Which feature is the best one in Ford car ?

64
Table 3.4

Sl.No feature NO of people

A Mileage 14
B Price 4
C Brand 16
D Style 18
E Mileage & brand 13
F Mileage & style 8

Chart 3.4

65
 20 16 18
18
16 14
14 13
12
10 8 Series1
8
6 4
4
2
0
Mileage Price Brand Style Mileage Mileage
& Brand & Style

A B C D E F

Interpretation:-
The following graph shows the number of what features you consider while you purchase
in the total persons Mileage by 14, and Price by 4 and Brand by 16, Style by 18, Mileage and
Brand by 13., and Mileage and Style by 8.

5) How do you feel when you drive Ford car?

66
Table 3.5

Sl.No RANK No of people

A Good 25
B Better 20
C Best 40
D Poor 5

Chart 3.5

40
35
30
good
25
better
20
best
15
poor
10
5
0

Interpretation:-
From the above table shows that the respondents of the experience of people while driving
Ford cars is good i.e. 25, the next group is better i.e.20, the remaining people who feel best is 40
and others who feel poor experience are 5 respectively

6) Are you satisfied with your vehicles mileage?

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Table 3.6

Sl.No Vehicles mileage No of percentage

A Yes 61
B No 14

Chart 3.6

No
B, 14

A Yes
B No

Yes
A, 61

Interpretation:-
The following graph shows the number of people who satisfied with mileage of the
vehicle in the total respondents response given by persons Yes by 61 and No by 14.

7) Will you recommend Ford product to anybody?

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Table 3.7

Sl.No Recommendation No of percentage

A Yes 45
B No 30

Chart 3.7

No
B, 30

Yes
A, 45

Interpretation:-

The following graph shows the number of people who recommend Ford cars in the total
persons yes by 45 and No by 30.

8) What do you think about Fords customer service?

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 Table 3.8

Sl.No RANK No of people

A Excellent 40
B Good 20
C Better 30
D Poor 5

Chart 3.8

40
35
30
25
20
15
10
5
0
excellent 40
good 20
better 30
poor 5

Interpretation:-
From the above table shows that the respondents of the people about Fords customer
service is excellent i.e. 40, the next group is good i.e.20, the remaining people who feel better is
30 and others who feel poor experience are 5 respectively.

9) How do you feel about companys response towards customers?

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Table 3.9
Sl.No Source No of percentage
A Excellent 38
B Good 17
C Better 10
D Poor 7

Chart 3.9

D Poor 7

C Better 10

B Excellent 38

A Good 17

0 5 10 15 20 25 30 35 40

Series1

Interpretation:-
The following graph shows the number of response of customers towards the
products from the total number of 100 people good are good 17, Excellent 38, better 10 and poor
are 7.

10. Did you receive the product on delivery time?

Table 3.10

71
 Sl.No Delivery time No of percentage
A Yes 55
B No 20

Chart 3.10

No
B, 20

A Yes
B No

Yes
A, 55

Interpretation:-
The following graph shows the number of customers who receive the product on
delivery time is yes by 55 customers and no by 20 customers.

11. Are you satisfied with companies after sales service?

Table 3.11

72
 Sl.No After sales service No of percentage
A Satisfied 75
B Not satisfied 5

Chart 3.11

80
70
60
50
satisfied
40
not satisfied
30
20
10
0

Interpretation:-
The number of customers who satisfy/not satisfied with the after sales service of the
company from a number of 100 customers is satisfied 75 and not satisfied 5.

12.How do you feel the experience at show room?

73
Table 3.12

Sl.No RANK No of people

A Excellent 20

B Good 60

C Satisfactory 15

D Poor 5

Chart 3.12

74
 Experience at Showroom
EXECELLE POOR
NT 5%
20%

SATISFACT GOOD
ORY 60%
15%

GOOD
SATISFACTORY
EXECELLENT
POOR

Interpretation:-

75
 The following graph shows the consumers experience at show room the number of
customers who feel satisfy is 15 and who feels good is 60.and 20% of the customers feels
excellent and 5% of the customers feels poor at show room experience.

11) Were you offered test drive?

Table 3.13

Sl.No Test drive No of people

A Yes 80
B No 7

Chart 3.13

No
B, 7

A Yes
B No

Yes
A, 80

Interpretation:-

76
 The following graph shows the number of customers who were offered test drive for the
product is yes by 80 customers and no by 7 customers.

12) Have you satisfied with the usage of Ford cars?

Table 3.14

Sl.no Customer Percentage

response
A Fully satisfied 71
B Just satisfied 15
C Not satisfied 4

Chart 3.14

80
70
60
50 fully satisfied
40 just satisfied
30 not satisfied
20
10
0

Interpretation:-

77
 The following table shows that the respondents who satisfied with dealers performance is
better71, good 15 and Poor is 4.

15. Do you repeat purchase of Ford cars?

Table 3.15

Sl.No Rank No of percentage

A Probably 65
B Definitely 16
C Definitely Not 5
D Might 14

78
Chart 3.15

REPEAT PURCHASE

DEFINITEL
Y
DEFINITEL 16%
Y NOT
5%

MIGHT
14% PROBABL
Y
65%

PROBABLY
MIGHT
DEFINITELY NOT
DEFINITELY

Interpretation:-

79
 The following table shows that 65% of the customers are probably repeat purchase, 14% of
the customers might have repeats the purchase,16% of the customers definitely repeats the
purchase and 5% of the customers definitely not purchase the ford car

80
 CHAPTER-IV
FINDINGS AND SUGGESTIONS

4.1 FINDINGS
Ford enjoys a high patronage from its customers.

Most of the customers had a good experience of shopping at Ford.

The satisfaction levels can also measured with the level of recommendations to friends
and associates; It is evident that more than 80% customers are satisfied with the service
offered at Ford.

The probability that the customers would repeat that purchase at the same showroom is
high, which is a good sign.

The sale satisfaction index of Ford showroom is 8.4 on scale of ten (refer page 32),
which is exceptionally good, the showroom should persist on high levels of
commitment to maintain the good image it has created. The industry SSI (2003) is
104 out of 126 according to J D Power Asia pacific. And Ford scores 105 out of 125.

In the interview it was found that the customers are happy about the training

programs under taken by the showroom, which train the customers to negotiate
minor breakdowns comfortably.

It has been observed that 25% of customers have reported a slack in the delivery

81
process.

This is the only area of concern that has emerged form the city.

4.2 SUGGESTIONS

The overall sales satisfaction index from the study reveals that the company is
performing very well and customers buying are much satisfied with the service given to them.

The only couple problem noticed are:

Some of the customers have complained about the slack in the delivery
process and timings. Therefore, this is the area which I recommend to the
showroom to focus a little bit more. It needs to improve its delivery
process and time. Need to become little quick and fast.

Some of the customers have also complained about the after purchase
services provided by the showroom. Even though the complaints are
minor, the showroom needs to resolve the customer after purchase service
issues in order to achieve customer satisfaction.

82
 CHAPTER V

CONCLUSION

With respect to the above study and the findings thereby, the company has
definitely entrenched into the urban market. With few more concerted efforts, the said
organization needs to enter the rural market in order to completely establish itself all
over. The above study will help the consumers to get more awareness about ford cars and
it will also help to ford motors to capture the market of urban as well as rural markets.

83
 APPENDIX
A. QUESTIONNAIRE

CUSTOMER SATISFACTION INDEX

Details:
Vehicle No: _______________________________________________________
Model: ___________________________________________________________
Customer Name: __________________________________________________
Telephone No: ______________________Mobile:________________________
Date: __________________Customer signature: ________________________

1. Age group

a) 20-30 b) 30-40 c) 40-50 d) Above 50

2. Occupation?

a) Employee b) Business c) NRI d) Others

3. Which model of Ford car do you own?

a) Figo b)Ikon c) Endeavor d) Fiesta

4. Which feature is the best one in Ford car?

a) Price b) Style c) Mileage d) Quality e) Mileage &Quality

e) Mileage & Style

84
5. How do you feel when you drive Ford car?

a) Good b) Better c) Best d) Poor

6. Are you satisfied with your vehicle mileage?

a) Yes b) No

7. Will you recommend Ford product to anybody?

a) Yes b) No

8. What do you think about Fords customer service?

a) Excellent b) Good c) Better d) Poor

9. How do you feel about companys response towards customers?

a) Excellent b) Good c) Better d) Poor

10. Did you receive the product on delivery time?

a) Yes b) No

11. Are you satisfied companys after sales service?

85
 a) Satisfied b) Not satisfied

12. How do you feel the experience at the showroom?

a) Satisfied b) Not satisfied

13. Were you offered test drive?

a) Yes b) No

14. Are you satisfied with their usage of the car?

a) Fully satisfied b) Just satisfied c) Not satisfied

15. Do you repeat purchase of Ford cars?

a) Probably b) Definitely c) Definitely not d) Might

16. Please give your comments/suggestions to enable us to improve satisfaction of customers

at this Ford authorized showroom.

_______________________________________________________________

_______________________________________________________________

THANK YOU FOR YOUR VALUABLE OPINIONS

86
 BIBLIOGRAPHY

BOOKS:
Principles of marketing: KOTLER ARMSTRONG.
Marketing Management: PHILIP KOTLER.
(Analysis, Planning Implementation and Control)
Services Marketing : TATA Mc GRAW HILL.
Marketing Research : G.C.BERI.
Research Methodology: KOTHARI. C.R.

WEBSITES:
www.gsrford.com
www.fordmotors.com
www.finalyearprojects.com
www.wikipedia.com

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