chevrolet final project
DESCRIPTION
nitinagnihotri78TRANSCRIPT
PREFACE
Learning is a continuous process but this can be accomplished through practical
knowledge The MBA curriculum is so designed that student get enough practical
knowledge of business world which helps them to explore their skills in the
corporate world in future.
The MBA training helps the students to understand and gain
knowledge about the industry and market environment. It develops skills of
analyzing and interpreting problems through application of concepts and
techniques of management.
Trainee did a project for automobile industry in India with special
emphasizes on Chevrolet in Sagar City..
(PIYUSH JAIN )
DECLARATION
I, Mr. PIYUSH JAIN , a student of here by declare that this project is
the record of authentic work carried out by me during the academic year 2014-
2015 and has not been submitted to any other university or Institute towards the
award of any degree.
An attempt has been made by me to provide all relevant and important details
regarding the topic to support the theoretical edifice with concrete research
evidence. This will be helpful to clean the fog surrounding the various aspect of the
topic.
I hope that this project will be beneficial for the Organization.
Place: (PIYUSH JAIN )
TABLE OF CONTENTS
CHAPTER NO. TITLE PAGE NO.
EXCUTIVE SUMMARY i
1. INTRODUCTION 1-20
1.1 About the company
1.2 SWOT Analysis
1.3 About the topic
2. DATA BASE AND RESEARCH METHODOLOGY
21-25
3. DATA ANALYSIS AND INTERPRETATION 32-45
4. FINDINGS , SUGGESTIONS AND LIMITATIONS 46-49
BIBLIOGRAPHY 50
ANNEXURE
EXECUTIVE SUMMARY
The basic purpose of the department is to interact with different people
to provide awareness to them toward the cars i.e. Sales. Sales
department in Padam motors is divided in two parts on is general sale
i.e. Sale product to common man and the other is corporate sale i.e.
Sales the cars in different companies in bulk. Department also do many
promotional activities of to aware the customer .it do many kinds of
events like road shows , organizing events at public places .department
also provide many offers to customer like help in providing loans ,
insurance etc.
After observing above we can state that i have work in sales
department. In Padam motors first of all I have studied the features of
cars then after few 2-3 weeks I have go to market and organizing events.
I interact with people in showroom for the sale of the cars. I also have
visited many companies and firms in Ludhiana for corporate sales.
1.1 INTRODUCTION TO COMPANY
General motor Company (NYSE: GM) is an American
multinational company and the world's second largest automaker. General Motor
Company Ltd. offers six brands namely Buick, Cadillac, Chevrolet Daewoo, GMC,
Holden to each niche of segment. It is based on worldwide vehicle sales. G.M.
engaged in socially responsible operations. It is dedicated to provide products and
services of such quality that its customers will receive superior value while our
employees and business partners will share in our success and their stock-holders
will receive a sustained superior return on their investment. GM's largest national
market is the United States, followed by China, Brazil, the United Kingdom,
Canada, Russia and Germany. GM's On Star subsidiary is the industry leader in
vehicle safety, security and information services.
SOME FACTS ABOUT GM:
Employees more than 244,500 across the world .
Manufacturing facilities in 35 countries and sells its product in
approximately in 200 countries.
Global industry sale leader for 77 years.
Sold 9.7 million cars & trucks in years 2007.
GM's largest national market is US followed by China, Brazil, UK, Canada,
Germany.
COMPANY PROFILE
Type Public (NYSE:GM) Founded: September 16, 1908
Founder: ''William Billy Crapo Durant''
Headquarters: Renaissance center in Detroit,
Michigan
Area served: Worldwide
Key people:
President and CEO -- Frederick A. Henderson
GM vice chairman, Global Product
Development-- Thomas G. Stephens
GM executive Vice President and Chief
financial officer-- Ray Young
Industry: Automotive
Products: Automotive goods and services
Employees: More than 317,000 across the world
Dealership: 3,600
Subsidiaries: Automotive components holdings
Website: www.gm.com
FOUNDER OF GENERAL MOTORS
William Crapo. Durant
Born 8-Dec-1861
Birthplace Boston, Massachusette, US
Died 18-Mar-1947
Location of death New York City
Cause of death Unspecified
Gender Male
Race or Ethnicity White
Sexual orientation Straight
Occupation Businessman, Industrialist
Nationality United States
MISSION AND VISION STATEMENTS:
MISSION STATEMENT :
"G.M. is a multinational corporation engaged in socially
responsible operations, worldwide. It is dedicated to provide products and
services of such quality that our customers will receive superior value while our
employees and business partners will share in our success and our stock-holders
will receive a sustained superior return on their investment."
VISION STATEMENT:
"GM’s vision is to be the world leader in transportation
products and related services. We will earn our customers’ enthusiasm through
continuous improvement driven by the integrity, teamwork, and innovation of GM
people."
BOARD OF DIRECTORS OF GM:
The board is now composed of 13 members. Of those, one is GM President and
CEO Fritz Henderson. The others were all nominated by the current owners of the
New GM: 10 nominated by the U.S. Treasury, one nominated by the governments
of Canada and Ontario and one by the United Auto Workers' Retiree Medical
Benefits Trust, These are:
Frederick A. Henderson President and Chief Executive Officer
Daniel F. Akerson Director since July 24, 2009
David Bonderman Director since July24, 2009
Erroll B. Davis, Jr. Director since July 10, 2009
Stephen J. Girsky Director since July 10, 2009
Kent Kresa Director since July 10, 2009
Philip A. Laskawy Director since July 10, 2009
Kathryn V. Marinello Director since July 10, 2009
Patricia F. Russo Director since July 24, 2009
Carol M. Stephenson Dean,
CHEVROLET
Louis Chevrolet was a race-car driver and car designer. As head of Buick Motor
Company, prior to founding GM, Durant had hired Chevrolet to drive Buicks in
promotional races. Louis Chevrolet has been forced out of GM in 1910. He wanted
to use Chevrolet's designs to rebuild his own reputation.
In 1911 Chevrolet motor company of Michigan is in corporate in
November by Louis Chevrolet and William Durant.
In 1918 Chevrolet joins general motors’ corporation.
In 1924 GM starts building Chevrolets for sales in European countries.
In 1928 GM India started in India by assembling Cheverlert cars, trucks and
buses
In 1953 Chevrolet introduced world’s first volume production sports car
Chevrolet Corvette. It is the first production car with plastic body.
In 1984 Chevrolet corvette is introduced , with the cars first major styling
change in 15 years.
Chevrolet Corvette celebrates its 50’th aniversary.
In 2005 all new Chevrolet Aveo sedan makes its world-wide debut at Auto
Shanghai, China’s premier auto show.
In 2006 all new Chevrolet Captiva SUV makes its world-widedebut at Geneva
Motor show.
GENERAL MOTORS INDIA
GENERAL MOTORS came in India in 1928 with its brand Chevrolet. General
Motor were the fist automobile company to open an assembly plant in India.
General Motors India Private Ltd. (GM India) is a wholly-owned subsidiary of
General Motors Corporation that is engaged in the automobile business in India.
Bangalore.
1st footprints in India:
1928: GM India started in India by assembling Chevrolet cars, trucks and
buses. The Indian venture eventually shut down in 1954
GM’s 2 nd coming in India :
1994: General Motors India incorporated a 50-50 joint venture company
with the C.K. Birla Group of companies to produce and sell Opel branded Vehicles
1999: General Motors India became a full subsidiary of GM. GM bought out
the Hindustan Motors interest in 1999. GM India continued to produce Opel cars at
the Halol.
2003: After 40 years in July 2003 Chevrolet brand of GM made its return to
India with Chevrolet Optra.
GM Today:
GM India Plant is located at Halol, 45 kilometers northwest of
Vadodara ,in Gujarat
New GM India Plant is coming up at Sagar .
Its headquarters operation in Sagar , Madhya pradesh
It has a large technical center in Bangalore
Presently there are more than 100 dealership with 195 sale point
and 198 service outlets, with network still being expanded.
Chevrolet has also tied up with Bharat petroleum corporation
(BPCL) to establish authorized service centers at select BPCL
workshops called “V-CARE’’ and is rapidly expanding this
parallel service centre.
Today General Motor India offers its one brand in India namely Chevrolet whose following cars are in market.
CHEVEROLET SPARK
CHEVROLET AVEO U-VA
CHEVROLET AVEO
CHEVROLET TAVERA
CHEVROLET SRV
CHEVROLET OPTRA MAGNUM
CHEVROLET CAPTIVA
1.2 SWOT Analysis of Chevrolet: Strengths weakness
1. Technology
2. Goodwill
3. Efficient Human Resources
1. Less diesel version cars.2. Fuel inefficient cars.3. Less sale point and service outlet in
India.4. Lack of proper distribution system.
1. Demand for more cars.
2. To acquire the rival firm.
3. Enter either in new product line or in new business. Eg. Chevrolet can make two wheelers as increase in demand of bikes.
1. Increase in competion.
2. Effect on image due to bankruptcy. 3. New technology used by rivals eg.
Toyota4. Change in customer need and taste
eg. more demand for fuel efficient cars.
Opportunities Threats
OBJECTIVES OF STUDY:
1. To know the market share of Chevrolet Cars.
2. To know the factor of awareness of the cars.
3. To know the effective factors for preferring 4 wheelers
(CARS).
4. To know value of brand ambassador of cars.
INTRODUCTION TO RESEARCH METHODOLOGY
Marketing research is the function which likes the consumers, customers &
public t the marketer through information which is used to identify & define
marketing opportunities & problems, generate, refine & evaluate marketing
action; monitor marketing performances & improve understanding of marketing
as a process.
It has following steps:
I: PROBLEM DEFINITION
II: DEVELOPMENT OF AN APPROACH TO THE PROBLEM
III: RESEARCH DESIGN FORMULATION
IV: FIELDWORK OR DATA COLLECTION
V: DATA PREPARATION AND ANALYSIS
VI: REPORT PREPRATION AND PRESENTATION
2.1 RESEACH DESIGN:
It is framework or blueprint for conducting the
market research project. It specifies the details of procedures necessary
for obtaining the information needed to structure and/or solve
marketing research problem. Research design broadly classified into
two parts :
Exploratory Research
Conclusive Research
EXPLORATORY RESEARCH:
Exploratory research looks for hypothesis in
well-established fields of study. Hypothesis usually comes from ideas developed
in previous researches or are delivered from theory. Hypothesis is tentative
answer to the question that serves as guide for most of the research projects
It seeks to discover new relationships. All
marketing research projects start with it. This is a preliminary phase & is
absolutely essential in order to obtain a proper definition of problems at hand.
The major emphasis is on the discovery of ideas & insight.
CONCLUSIVE RESEARCH:
Conclusive research provides information that helps the
executive so that he can make a rational decision. This study has done well while
attempting to arrive at a more clear description of an apparent problem.
2.2 TARGET POPULATION:
The collection of elements or object that
possess the information sought by the researcher and about which inference are to
be made. In this project researcher choose the customer in Padam motors as
elements. Target population should be defined in term of Element and Sampling
unit.
ELEMENT:
Object that possess the information sought by the researcher and
about which inferences are to be made.
SAMPLING UNIT:
The basic unit containing the elements of the population
to be sampled . In this research the sampling units are the persons that comes with
customer {wife, children, parents, friends etc.}
2.3 SAMPLE SIZE:
Sample size refers to the number of elements to be
used in a study. In this research I have take the sample size of 80
Customer that comes in Padam Motors Ludhiana
2.4 SAMPLING TECHNIQUES:
Sampling Techniques are of two types:
a) Non probability (non random)
b) Probability sampling (random sampling)
The sampling technique used in this research is Non - random sampling
techniques in which I have choose convenience sampling technique because it is
least expensive and least time consuming of all sampling techniques.
Convenience sample:
It is also known as "accidental" sample or "man-in-the-
street" samples. The researcher selects units that are convenient, close at hand,
easy to reach, etc. I have come in contact with peoples in retail outlet of Chevrolet
(Padam Motors, Ludhiana).
2.5 SCOPE OF STUDY:
The scope of the study will be useful in future.
Through this study we can know what is the market share of GM and
what are the factors that influence the customer for purchasing four
wheelers (cars). Through this study we will find out the factors of
awareness of cars.
Hence by implementing all the above on Chevrolet
we can increases its sales.
2.6 DATA COLLECTION METHOD:
The data collection process can be relatively simple
depending on the type of data collection tools required and used during the
research. Data collection tools are instruments used to collect information for
performance assessments, self-evaluations, and external evaluations. The data
collection tools need to be strong enough to support what the evaluations find
during research. Here are a few examples of data collection tools used within three
main categories.
I. Secondary participation: Secondary participation require
no direct contact to gather information. It involve:
Postal mail
Electronic mail
Telephone
Web-based surveys
II. In-person observations: Data collection tools used in
personal contact observations are used when there is face to face contact
with the participants. Some examples of this type of data collection tool
would include:
In-person surveys – used to gain general answers to basic questions
Direct or participatory observations – where the researcher is directly
involved with the study group
Interviews – used to gain more in depth answers to complex questions
Focus groups – where certain sample groups are asked their opinion
about a certain subject or theory.
III. Case Studies And Content Analysis:
Case studies and content analysis
are data collection tools which are based upon pre-existing research or a search of
recorded information which may be useful to the researcher in gaining the required
information which fills in the blanks not found with the other two types during the
data collection process. Some examples of this type of data collection tool would
include:
Expert opinions – leaders in the field of study
Case studies – previous findings of other researchers
Literature searches – research articles and papers
In this project researcher PIYUSH JAIN used In-Person Observations method in which I have undergo surveys – used to gain general answers to basic questions , Interviews – used to gain more in depth answers to complex questions.
I also used case studies and content analysis method in which I was in contact with Expert opinions – leaders in the field of study (sales persons).
DATA ANALYSIS AND INTERPRETATIONQ1. Which car you have?
Car’s Brand No. of cars in sample space
%market share
Maruti 27 34G.M. 8 10Hyundai 14 17Honda 14 17Ford 6 8Toyota 9 11Skoda & Tata 1 + 1 = 2 3
This question is prepare to know the market share of GM. But survey is conducted in only city Ludhiana. It was found that in this city market share of GM is 10% but if we see overall India its share is less than 3%
Q2. How did you come to know about this car before purchasing?
INTERPRETATION:
No. of persons % of persons
Friends, relatives 19 12
Advertisements 22 32
Car experts 7 10
Sale’s persons visit 17 24
Auto magazines 15 22
From this question we have conducted that customer came
to know about cars by advertisement. In India television is most popular way of
advertise the product. Most of the GM customers came to know about their vehicle
through Friends and relatives because there are very few advertisement of
Chevrolet in India.
Q3. To which media do you get expose regularly?
Media No. of customers %age of customer
Televisions 36 45
Magazines 17 21
News papers 26 33
F.M/Radio 1 1
INTERPRETATION :
From this analysis we come to know that most of the
customers are interested in watching televisions, which is a good media for
communicating with people and delivering our intentions about product.
Q4. Which kind of T.V. channels do you watch regularly? T.V. channels No. of
Customer %age no. of Customer
National news channels 17 21
Regional news channel 20 25
Sports channels 7 9
Entertainment channels
36 45
INTERPRETATION:
This question is meant to know the interests
and preferences of customers towards T.V. channels. More than quarter of the
sample size showed interest only on the entertainment channels and next
preference goes to the regional news channels. So to increases the sale of
Chevrolet it should have to use entertainment channels to increases its sale.
Q5. Which factor below influence your decision?
INTERPRETATION:
No. of persons % of persons
Price 13 32.5Mileage 20 50Quality 25 62.5Resale value 7 17.5Maintenance 10 25Look & shape 20 50Brand Image 7 17.5Pick up 6 15
From this question we analysis that many customer
are influence by quality and after this they influence by look and shape but during
research it was found that segment A cars customer are influence by price,
mileage, resale value etc. but high profile customer see quality, look and shape.
Q6. Does advertisement influence your decision in choosing Car?
INTERPRETATION:
No. of persons % of persons
Yes 32 40
No 48 60
Total 80 100
This question is also conducted to know the factors that influence customer for purchase car. From this question we have find out that 60% customer are not affected by advertisement.
Q7. What kinds of offers influence yours decision before purchase new car?
Offers No. of customers %age no. of customer
Free insurance 24 30Special discount on sale of cars
12 15
Extending the service period
9 11
Finance availability with 0%interest
35 44
INTERPRETATION:
By the result of this question we come to know about
the various promotional techniques/offers which attract the customers. From the
above analysis many customers are expecting the finance availability with 0%
interest from the various offers given to them.
Q8 Where do you get your car serviced regularly?
Place of service No. of customers %age of customer
At authorized service centre 41
62 77
At a local workshop near home
18 23
INTERPRETATION:
This question is prepare to know the value of the
authorized service centers of cars. From this question it is find out that many
customer give preference to authorized centre for service of their cars. More the
service outlet more will be sale. Hence Chevrolet has to open more service outlets
in India to increases its market share.
Q9. What’s your opinion on a Brand Ambassador for the cars?
Customer opinion on ambassador
No. of customers
%age no. of customer
Very necessary 63 79
Not needed 17 21
Waste of money for manufacturer
0 0
INTERPRETATION:
This question is meant to know about the importance
of Brand Ambassador for a car in the customer’s point of view. Most of the
Chevrolet customers think that a Brand Ambassador is very necessary for
promoting a car.
Q10. What’s your opinion about the present Ambassador Saif Ali Khan for the Car Chevrolet ?
Customer opinion No. of customers
%age no. of customer
Full filled the purpose 23 29
Unable to attract customers 57 71
INTERPRETATION:
Most of the Chevrolet customers think that the present
Brand Ambassador Saif Ali Khan for the car Chevrolet not full filled the purpose
and he is not able to increase the sales of the cars U-VA.
Q11. Whom do you suggest as a right person for promoting a car?
customer suggestion No. of customers %age no of customer
Sports person 28Film stars 35Car expert 14Any celebrity 3
INTERPRETATION:
Most of the customers suggest a film star as the best
ambassador. Because many of them get attracted only to their favorite film stars
other than other brand ambassadors.
FINDINGS
1. In Ludhiana market share of GM is 10% while in India it is 3%.
2. Customer comes to know about the car through advertisement, but Chevrolet
has less advertisement so GM Customer come to know about it from friends
or relatives.
3. Television is best media for communicating with people and delivering their
intentions about product. Large no. of customer see entertainment channel
regularly.
4. Most of segment A class car user are effected by mileage, price, Brand
Image and resale value. Segment B & C class car user are effected by
maintence cost, Look and shape and mileage while segment D&E class car
user are influence by quality, Pick up, Look & Shape.
5. Advertisement has few effect on customer to purchase the car.
6. Many customers are expecting the finance availability with 0% interest from
the various offers given to them.
7. Many customer give preference to authorized centre for service of their cars.
8. Large no. of customer feel that brand Ambassador is necessary for
promoting the cars and film star can attract the customer than any other
celebrity but Chevrolet ambassador is unable to attract the customer.
9. GM has a lot of competition from other automobile companies like Honda,
Hyundai, Skoda, Maruti, Ford, Toyota, etc.
SUGGESTIONS
1. Please try to increase the number of Service outlet and sale point.
2. Advertisements through televisions can influence many categories of
people. So try to concentrate on this segment. We don’t see or find much
of the Chevrolet Car advertisements in T.V except U-VA.
3. Try to provide financial facility at 0% interest.
4. Mileage of the cars is not up to the expectations. Mileage of Magnum is
very worst its giving only 9 to 11 Kms per liter. Please try to rectify it
.
5. The sales people present in the showroom respond to us properly when we
come to purchase a new car, but they do not respond when we come to tell
our problems regarding the cars.
6. Change the brand ambassador of Chevrolet.
7. Blower of Chevrolet cars should be also on rear seats.
8. If Service & Spare parts of Chevrolet available throughout India then
its sales will increases.
9. Chevrolet should introduce some diesel version car.
LIMITATIONS
1. Research work was carried out in one District of Punjab (LUDHIANA) only
the finding may not be applicable to the other parts of the country because of
social and cultural differences.
2. The sample was collected using connivance-sampling techniques. As such
result may not give an exact representation of the population
3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesn’t reflect true Picture
5. To know customer perception regarding different cars.
BIBLIOGRAPHY
www.google.com
www.gm.com
www.fourwheeler.com
www.gmindia.com
ANNEXURE
QUESTIONNAIRE
1. Which car you have?
…………………………………………………………….
2. How did you come to know about this car before purchasing? From friends, relatives (buzz) Advertisements Car experts Sale’s persons visit Auto magazines
3. To which media do you get expose regularly? Televisions Magazines News papers F.M/Radio
4. Which kind of T.V. channels do you watch regularly? National news channels Regional news channels
Sports channels Entertainment channels
7. Which factor below influence your decision?
a) Price b) Maintenance
c) Mileage d) Look &Shape
e) Quality f) Brand Image
g) Resale value h) Pick up
8. Does advertisement influence your decision in choosing Car?
a) Yes b) No
9. What kinds of offers influence yours decision before purchase new car?
a) Free insurance
b) Special discount on sale of cars
c) Extending the service period
d) Finance availability with 0% interest
10. Where do you get your car serviced regularly?
a) At authorized service centre
b) At a local workshop near my home
11. What’s your opinion on a Brand Ambassador for the cars? a) Very necessary b) Not needed c) Waste of money for manufacturer
12. What’s your opinion about the present Ambassador Saif Ali Khan for the Car Chevrolet? Full filled the purpose
Unable to attract customers
13. Whom do you suggest as a right person for promoting a car? Sports person Film stars
Car expert Any celebrity
14. Any suggestion for General Motors.
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DATE SIGNATURE
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