A STUDY ON MARKETING STRATEGIES OF SHENBAKA CARS PVT, LTD.

,
PUDUCHERRY.

PROJECT REPORT

Submitted by

RAMANI D (REG.NO.43015U08048)

Under the Guidance of

Mr S.PRADEEP KUMAR B.Tech., MBA.,

Assistant Professor in the Department of Business Administration

In partial fulfilment for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

DEPARTMENT OF BUSINESS ADMINISTRATION

SIDDHAR SIVAGNAANI ARTS AND SCIENCE COLLEGE

BOMMAYAPALAYAM -605104

(Affiliated to)

Thiruvalluvar University

MARCH/APRIL-2018

SIDDHAR SIVAGNAANI ARTS AND SCIENCE COLLEGE

Bommayapalayam.
 DEPARTMENT OF BUSINESS ADMINISTRATION

BONAFIDE CERTIFICATE

This to certify that the project work entitled “A STUDY ON

MARKETING STRATEGIES OF SHANBAKA CARS PVT, LTD.,
PUDUCHERRY” is a bonafide work done by RAMANI D
(REG.NO.43015U08048) in partial fulfilment of the requirement for the award
of the Degree Bachelor of Business Administration in Thiruvalluvar University
during the academic year 2014 -2017.

GUIDEHEAD OF THE DEPARTMENT

Submitted of the University Examination held on ____________

INTERNAL EXAMINER EXTERNAL EXAMINER

 SIDDHAR SIVAGNAANI ARTS AND SCIENCE COLLEGE

DECLARATION

We hereby declare that the project report entitled “A STUDY ON MARKETING

SRTATEGIES OF SHENBAKA CARS PVT, LTD., PUDUCHERRY submitted for the
Degree of Bachelor of Business Administration is our original work done entirely by us and is
based entirely on our own observation the fact presented here true to the best of our knowledge.

Place: Bommayapalayam

Date: Signature

RAMANI D
 ACKNOWLEGEMENT

We express our sincere thanks and deep sense of gratitude to our Management of
Siddhar Sivagnaani Arts and Science College, Bommayapalayam to provide necessary and
essential facilities to do this project report.

We extremely grateful to our secretary SrimathSiavagnaanaBalayaSwamigal 20th Pontiff,

Mailam Bommapura Adheenam to provide necessary and essential facilities to do this
project report.

We extremely grateful to our Principal Dr.Vivekanandan M.A.,M.Phil.,Ph.D., to

provide necessary and essential facilities to do this project report.

We express our sincere thanks and deep sense of gratitude to our Head of the
Department Prof. N.EzhilVendan MBA.,M.Phil., Assistant Professor and Department of
Business Administration for providing us with an opportunity to study and to do this project
report.

We express a deep sincere gratitude to our guide Prof.S.Pradeep Kumar

B.Tech.,MBA., of Business Administration, his encouragement, support and guidance to
complete this project work successfully.

We express our heartiest thanks to Human Resource Manager Mr VIGNESH MBA.,

of Shenbaka cars Pvt. Ltd., guided us to do the project in an effective manner. We express
our sincere thanks to others who helped us a lot to do the project.

We also wish our sincere thanks to all the teachers and non-teaching staff of Department
of Business Administration without whose cooperation this project would not be a success.

Finally, we express our sincere thanks and deep sense of gratitude to our parents and
friends for giving timely advice in all the ways and in all aspects for doing the project.
 TABLE OF CONTENTS

CHAPTER TITTLE PAGE NO

I INTRODUCTION OF THE COMPANY

II OBJECTIVE OF THE STUDY

NEED FOR STUDY
SCOPE OF THE STUDY
LIMITATIONS

III REVIEW OF LITERATURE

IV RESEARCH METHODOLOGY

V DATA ANALYSIS AND INTERPERTATION

VI FINDING OF THE STUDY

SUGGESTION AND RECOMMENDATIONS
CONCLUSION

ANNEXURE
(i) Questionnaire
(ii) Bibliography
 ABSTRACT

This project deals with the “A STUDY ON MARKETING STRATEGIES” in

SHENBAKA CARS PVT. LTD. The objective was to study on showroom marketing strategies
level.

The study includes objectives like, to understand the marketing strategies level in the
organization and it includes various needs, scope and limitation.

The duration of the study is one month. The population near 2000 and we use random
sampling to select the sample. We sample size 100.

The method adopted for collecting the data for this project is primary data. For this study
questionnaire method is followed to collect the data and then research design is descriptive.
The data mainly deals with the effectiveness of marketing strategies in the organization.

The collected data are tabulated and analysed using various statistical tool with the help of
the tabulation various findings are given with some suggestion and recommendation when the
project is using percentage method.
List of Table
 CHAPTER - I

INTRODUCTION

MarutiUdyog Limited was established in February 1981, though the actual production
commenced only in 1983. It started with Maruti 800, based on the Suzuki Alto car which at the
time was the only modern car available in India. Its only competitors were Hindustan
Ambassador and Premier Padmini. Originally, 74% of the company was owned by the Indian
government, and 26% by Suzuki of Japan. As of May 2007, the government of India sold its
complete share to Indian financial institutions and no longer has any stake in MarutiUdyog.

Maruti's history begins in 1970, when a private limited company named 'Maruti
technical services private limited' (MTSPL) is launched on November 16, 1970. The stated
purpose of this company was to provide technical know-how for the design, manufacture and
assembly of "a wholly indigenous motor car". In June 1971, a company called 'Maruti limited'
was incorporated under the Companies Act and Sanjay Gandhi became its first managing
director. "Maruti Limited" goes into liquidation in 1977. On 23 June 1980 Sanjay Gandhi dies
when a private test plane he was flying crashes. A year after his death, and at the behest
of Indira Gandhi, the Indian Central government salvages Maruti Limited and starts looking
for an active collaborator for a new company. MarutiUdyog Ltd is incorporated in the same
year.

Suzuki enters:

In 1982, a license & Joint Venture Agreement (JVA) is signed between MarutiUdyog
Ltd. and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's
closed market, Maruti received the right to import 40,000 fully built-up Suzuki’s in the first
two years, and even after that the early goal was to use only 33% indigenous parts. This upset
the local manufacturers considerably. There were also some concerns that the Indian market
was too small to absorb the comparatively large production planned by Maruti Suzuki, with
the government even considering adjusting the petrol tax and lowering the excise duty in order
to boost sales. Finally, in 1983, the Maruti 800 is released. This 796 cc hatchback is based on
the SS80 Suzuki Alto and is India’s first affordable car. Initial product plan is 40% saloons,
and 60% Maruti Van. Local production commences in December 1983. In 1984 the Maruti
Van, with the same three-cylinder engine as the 800, is released. Installed capacity of the plant
in Gurgaon, reaches 40,000 units.
 In 1985 the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, is launched.
In 1986 the original 800 is replaced by an all-new model of the 796 cc hatchback Suzuki
Alto/Fronte. This is also when the 100,000th vehicle is produced by the company.] In 1987
follows the company's first export to the West, when a lot of 500 cars were sent to Hungary.
Maruti products had been exported to certain neighbouring countries already. By 1988, the
capacity of the Gurgaon plant is increased to 100,000 units per annum.

Market liberalization:

In 1989 the Maruti 1000 is presented after having been shown earlier. This
970 cc, three-box is India’s first contemporary sedan. By 1991 65 percent of the components,
for all vehicles produced, are indigenised. Meanwhile, the liberalisation of the Indian
economy opens new opportunities but also brings more competition to the segments in which
Maruti operates. In 1992Suzuki increases its stake in Maruti to 50 percent, making the
company a 50-50 JV with the Government of India the other stake holder.

A flow of new models begin in the early nineties. In 1993 the Zen, a modern 993 cc,
hatchback which is later exported globally as the Suzuki Alto. In 1994 the
1298 cc Esteem appears, a more luxurious redesigned Maruti 1000. This and other Maruti’s
begin appearing in a plethora of different equipment levels, to better suit India's increasingly
discerning consumers. A Zen Automatic arrives in 1996, as does the Gypsy King, a 1.3 litre
version of the compact off-roader, and a minibus version of the Omni (the Omni E).

In 1994 Maruti Suzuki produces its 1 millionth vehicle since the commencement of
production, being the first company in India to

In 1998 the new Maruti 800 is released, the first change in design since 1986. This is simply a
do so. This is still not enough in a booming market and the next year Maruti's second plant is
opened, with annual capacity reaching 200,000 units. Maruti also launches a 24-hour
emergency on-road vehicle service, the first of its kind in the country. In 1996 the United
Front government is formed, with Murasoli Maran new Industries Minister. On 27 August the
following year the government nominates Mr S.S.L.N. Bhaskarudu as the Managing Director,
as the then current Managing director R.C. Bhargava, was completing his tenure. This creates
a conflict with Suzuki, discussed closer in the Joint venture related issues section. Facelift of
the existing model, to ensure steady sales. Also, the two millionth vehicle is produced. Other
news include the Zen D, a 1527 cc diesel hatchback and Maruti's first diesel vehicle.
The Omni van and microbus is also redesigned. The next year the Omni bus arrives in a high
roof version, the Omni XL. The 1.6 litre Maruti Baleno three-box saloon, advertised as the
'Maruti Suzuki Baleno', also appears. This is Maruti's biggest car yet. Finally, in what is a very
busy year, the Wagon R is launched.

In 2000 Maruti becomes the first car company in India to launch a Call Center for
internal and customer services. The new Alto model is also released, somewhat larger and more
modern than the 800. The estate Baleno Altura is also shown, while IDTR (Institute of Driving
Training and Research) is launched jointly with the Delhi government to promote safe driving
habits. In 2001 Maruti True Value, selling and buying used Maruti Suzukis, is launched in
Bangalore and Delhi, later in Mumbai and elsewhere. In October of the same year the Maruti
Versa sees the day, a bigger engine and more luxurious microbus than the Omni. It never
catches on in the market and is discontinued by late 2009, only to be replaced by a cheaper,
stripped-down version called Eeco. Customer information centres are also launched in
Hyderabad, Bangalore and Chennai. In 2002 the Esteem Diesel appears, as does Maruti
Insurance. Two new subsidiaries are also started: Maruti Insurance Distributor Services and
Maruti Insurance Brokers Limited. Suzuki Motor Corporation increases its stake in Maruti to
54.2 percent.

In 2003 the new Suzuki Grand Vitara XL-7 appears, while the Zen and the Wagon Rare
upgraded and redesigned. The four millionth Maruti vehicle is built and they enter into a
partnership with the State Bank of India. MarutiUdyog Ltd is listed on BSE and NSE after a
public issue, which is oversubscribed tenfold. In 2004 the Alto becomes India's new best-
selling car, overtaking the Maruti 800 which had been number one for nearly two decades. The
five-seater Versa 5-seater, a new variant, is created while the Esteem undergoes cosmetic
changes and is re-launched with a price cut. MarutiUdyog closed the financial year 2003-04
with an annual sale of 472,122 units, the highest ever since the company began operations 20
years earlier, and the fiftieth lakh (5 millionth) car rolls out in April, 2005, with overall sales
growing by 15.8%. The 1.3 L Suzuki Swift five-door hatchback also appears. 2004-05 marked
another record year (487,402 domestic sales) and exports reached 48,899 cars to about fifty
different countries. The United Kingdom took the lion's share, with 10,623 deliveries.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles
India", to build two new manufacturing plants, one for vehicles and one for engines. Cleaner
cars were also introduced, with several new models meeting the new Stage III"Bharat "
standards. In February 2012, Maruti Suzuki sold its ten millionth vehicle in India. For the
Month of July 2014, it has a Market share of >45 %.
Joint venture related issues:

Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media until Suzuki Motor Corporation gained the controlling stake. This highly profitable joint
venture that had a near monopolistic trade in the Indian automobile market and the nature of
the partnership built up till then was the underlying reason for most issues. The success of the
joint venture led Suzuki to increase its equity from 26% to 40% in 1987, and further to 50% in
1992. In 1982 both the venture partners had entered into an agreement to nominate their
candidate for the post of Managing Director and every Managing Director will have a tenure
of five years

R.C. Bhargava was the initial managing director of the company since the inception of
the joint venture. Till today he is regarded as instrumental for the success of Maruti Suzuki.
Joining in 1982 he held several key positions in the company before heading the company as
Managing Director. Currently he is on the Board of Directors. After completing his five-year
tenure, Mr Bhargava later assumed the office of Part-Time Chairman. The Government
nominated Mr S.S.L.N. Bhaskarudu as the Managing Director on 27 August 1997. Mr
Bhaskarudu had joined Maruti Suzuki in 1983 after spending 21 years in the Public sector
undertaking Bharat Heavy Electricals Limited as General Manager. In 1987 he was promoted
as Chief General Manager. In 1988 he was named Director, Productions and Projects. The next
year (1989) he was named Director of Materials and in 1993 he became Joint Managing
Director.

Suzuki did not attend the Annual General Meeting of the Board with the reason of it
being called on a short notice Later Suzuki Motor Corporation went on record to state that
Bhaskarudu was "incompetent" and wanted someone else. However, the Ministry of
Industries, Government of India refuted the charges. Media stated from the Maruti Suzuki
sources that Bhaskarudu was interested to indigenise most of components for the models
including gear boxes especially for Maruti 800. Suzuki also felt that Bhaskarudu was a proxy
for the Government and would not let it increase its stake in the ventures If Maruti Suzuki
would have been able to indigenise gear boxes then Maruti Suzuki would have been able to
manufacture all the models without the technical assistance from Suzuki. Till today the issue
of localization of gear boxes is highlighted in the press.
Manufacturing facilities:

Maruti Suzuki has two manufacturing facilities in India.[ Both manufacturing facilities
have a combined production capacity of 14, 50,000 vehicles annually. During a recent meeting
of the Gujarat chief minister with Suzuki Motor Corp chairman & CEO Osamu Suzuki, the
Chairman had said that the work on car manufacturing plant at Mandal near Ahmedabad would
be started soon. Maruti Suzuki to set up second plant in Gujarat; acquires 600 acres.

The Gurgaon manufacturing facility has three fully integrated manufacturing plants and
is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000
vehicles annually but productivity improvements have enabled it to manufacture 900,000
vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines annually.
The entire facility is equipped with more than 150 robots, out of which 71 have been developed
in-house. The Gurgaon Facilities manufactures the, WagonR, Es800, Alto tilo, Omni, Gypsy,
and Eeco.

The Manesar manufacturing plant was inaugurated in February 2007 and is spread over
600 acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually but this
was increased to 300,000 vehicles annually in October 2008. The production capacity was
further increased by 250,000 vehicles taking total production capacity to 550,000 vehicles
annually. The Manesar Plant produces the A-star, Swift, Swift DZire, 4SX4, Ritz and Celerio.

On 25 June 2012, Haryana State Industries and Infrastructure Development

Corporation demanded Maruti Suzuki to pay an additional Rs 235 crore for enhanced land
acquisition for its Haryana plant expansion. The agency reminded Maruti that failure to pay
the amount would lead to further proceedings and vacating the enhanced land acquisition.

Industrial relations:

Since its founding in 1983, MarutiUdyog Limited experienced problems with its labour
force. The Indian labour it hired readily accepted Japanese work culture and the manufacturing
process. In 1997, there was a change in ownership, and Maruti became predominantly
government controlled. Shortly thereafter, conflict between the United Front Government and
Suzuki started. Labour unrest started under management of Indian central government. In 2000,
a major industrial relations issue began and employees of Maruti went on an indefinite strike,
demanding among other things, major revisions to their wages, incentives and pensions.
 Employees used slowdown in October 2000, to press a revision to their incentive-
linked pay. In parallel, after elections and a new central government led by NDA alliance, India
pursued a disinvestments policy. Along with many other government owned companies, the
new administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose a major
business advantage of being subsidised by the Government, and the union has better protection
while the company remains in control of the government.

COMPANY PROFILE:

SHENBAKA CARS PRIVATE LIMITED

CIN U74999PY2010PTC002519
REGISTERED DATE29-10-2010
REGISTRATION NUMBER2519
CATEGORY Company limited by shares
SUB CATEGORY Indian Non-Government Company
SUB CATEGORY Private
LISTED / UNLISTED Unlisted
ADDRESS 1No. 02-GREEN GARDEN
ADDRESS 2KOTTUPALAYAM, EAST COAST ROAD
STATE PONDICHERRY
PINCODE605008
APPROVAL STATUS Approved UJK
COUNTRYINDIA
Company history and corporate profile for SHENBAKA CARS PRIVATE LIMITED: with
all details
SHENBAKA CARS PRIVATE LIMITED has started in 29-10-2010 and its a 4 years
old company, which is located in PONDICHERRY, Pondicherry. This is categorized
under in INDIA. As per the last information, this company is in status. Also It has
engaged __ Directors, their names can be found by clicking the below link. SHENBAKA
CARS PRIVATE LIMITED is registered but doesn't have company secretary
information. SHENBAKA CARS PRIVATE LIMITED's registered corporate office is
at No. 02-GREEN GARDEN, postal code is 605008 . Your unique search ref is 920578
and this company was searched 21 times in the past, also 3702 companies are found in
the category based on business model or operation type.

Maruti Suzuki India Limited

Type Public

Traded as BSE: 532500

NSE: 7MARUTI
BSESENSEXConstituent

Industry Automotive

Predecessors MarutiUdyog Limited

Founded 1981

Headquarters New Delhi India

Key people R. C. Bhargava (Chairman)

Kenichi Ayukawa (CEO & MD)

Products Automobiles
Revenue 43272 crore (US$7.0 billion)
(2013-14)
Net income 2469 crore (US$400 million)
(2013-14)
Employees 6,903 (2011)
Parent Suzuki

Maruti Suzuki India Limited (/marut̪ Isuzuki/), commonly referred to as Maruti and
formerly known as MarutiUdyog Limited, is an automobile manufacturer in India It is a
subsidiary of Japanese automobile and motorcycle manufacturer Suzuki. As of November
2012, it had a market share of 37% of the Indian passenger car markets. Maruti Suzuki
manufactures and sells a complete range of cars from the entry level Maruti 800, Alto, to the
hatchbackRitz, Celerio, Ciaz, A-Star, Swift, Wagon R, Zen and
sedans DZire, Kizashi and4SX4, in the 'C' segment Eeco, Omni, Multi-Purpose vehicle
Suzuki Ertiga and Sports Utility vehicle Grand Vitara. The company's headquarters are at No
1, Nelson Mandela Road, New Delhi. In February 2012, the company sold its ten millionth
vehicle in India.
 CHAPTER II

REVIEW OF LITERATURE