Submitted in partial fulfillment of the requirements for the award of Bachelors Degree in Business Administration (BBA) Of
I hereby declare that the project report entitled “An Analysis on the Luxury Car Market in India at Audi.” submitted by me in partial fulfillment for the award of Bachelors Degree in Business Administration of Amity University is genuine and original work / research carried out by me.
Amity Global Business School
Dated 6th August, 2011
Behind every success, there is a driving force that motivates and inspires. I feel blessed when I say that I had not one but many sources of inspiration. I want to take this opportunity to thank each one of them in this section of the project.
First and foremost I would like to thank Prof. N. Nagamani, who has been a teacher, mentor and guide to me throughout my two years in college. She has constantly helped me throughout my project and has been there to advice me through my internship with Audi. I also would like to thank her for letting me start my internship late so that I could get into an internship that I would like.
I want to thank Audi for taking me in as an intern, training me, and giving me a chance to hone my skills in marketing. My experience in this company taught me valuable lessons which will be with me even when I start my career and step into the corporate world.
I also want to thank Ms. Ayesha Khan , the Assistant Marketing Manager(Direct Marketing) of the company for not only being my external guide but also a mentor. She was there to support me in all the work I took up in his company and encouraged me to implement my ideas.
Table of Contents
Organizational structure 21
Audi in India 24
Reviews of Audi’s car lineup 35
Comparing Audi, BMW and Mercedes 69
Automobile industry in India 77
Luxury Car Market in India 80
Recent trends and developments in luxury car segment 86
Analysis and interpretation
Questionnaire And Data Collection 88
Which is preferred more Audi, Mercedes or BMW 93
Why an Indian customer would like to spend on a luxury car? 94
Findings and discussions
Bottlenecks in the industry 103
Suggestions and Recommendations 103
This report focuses on the growing demand for luxury cars in India and an analysis of the large luxury automobile brands present in India, namely Audi, BMW and Mercedes.
As the number of millionaires in India is on the rise and with young entrepreneurs’ sprouting everywhere the demand for luxury automobiles is in the rise. Audi offers its customers high luxury in its vehicles and a highly efficient service network to back up its sales team.
My internship with Audi has taught me a lot about the automobile industry in India and also has enlightened me about corporate life. My experience with Audi proved that they take their mission seriously of ‘Progress through technology’.
This analysis covers Audi’s history that dates back over 100 years. It also focuses on Audis presence in India and it’s impact in India as compared to that of BMW and Mercedes. Also a report has been done on the luxury car market in India and the significant growth it is experiencing in India. The reasons as to why a person would spend money on a luxury car are also noted and analyzed. A questionnaire has been devised to find out what luxury car offering in India people are more aware of and inferences have been derived from the data collected. Finally based on the above findings and report suggestions are given to the company and bottlenecks in the industry are specified.
COMPANY PROFILE History of Audi
AUDI AG can look back on a...