Customer Relationship Management in Maruti Dealership

Topics: Customer relationship management, Maruti Suzuki, Suzuki Pages: 31 (6854 words) Published: July 12, 2011
A
PROJECT REPORT

ON

“CUSTOMER RELATIONSHIP MANAGEMENT IN MARUTI DEALERSHIP”

FOR

“MARUTI WONDER CARS PVT. LTD.”

SUBMITTED BY

ABHIJEET K. RAUT

UNDER THE GUIDANCE OF

PROF. - MRS. ASHWINI SOVANI

SUBMITTED TO

“UNIVERSITY OF PUNE”
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF “MASTERS OF MARKETING MANAGEMENT (MMM)”

THROUGH

VISHWAKARMA INSTITUTE OF MANAGEMENT

PUNE-48

ACKNOWLEDGEMENT

I express great pleasure in introducing my project report titled “Customer Relationship Management In Maruti Dealership”.

I take this opportunity to express my most sincere and heartfelt gratitude to Mr. Mukesh Tadani (Asst. Manager),Mrs. Savita Kulkarni (HR Manager) and Mr. U. G. Umrani (General Manager), Maruti Wonder Cars Pvt. Ltd., Pune, for providing me with a wonderful opportunity to execute this project in their esteemed organization and for patiently mentoring and guiding me throughout the project.

This project would not have been successful without the precious guidance of our director Dr. Sharad Joshi & my project guide Prof. Mrs. Ashwini Sovani, to whom I express my sincere gratitude and all those who have helped me directly and indirectly.

Moreover, I would also like to thank all the employees of Maruti Wonder Cars Pvt. Ltd. for their constant support and help.

Once again I express my gratitude to MARUTI WONDER CARS PVT. LTD., for providing me this enviable opportunity to carry out the project. Abhijeet K. Raut.

CONTENTS

|Chapter |Description |Page No. | |1. |Introduction |1 | |2. |Executive Summary |3 | |3. |Objectives & Scope of Project |6 | |4. |Company and Product Profile |11 | |5. |Maruti Wonder Cars Pvt. Ltd. |25 | |6. |Theoretical Background |35 | |7. |Product or Service Promotion |44 | |8. |Research Methodology |47 | |8. |Findings |51 | |9 |Limitations |55 | |10 |Conclusion |57 | |11 |Suggestions |59 | |12 |Bibliography |61 |

INTRODUCTION

INTRODUCTION

Maruti is a highest car manufacturer in Asia, Outside Japan and Korea. It is one of most successful automobile company since its inception. The keys of the first car was Handed over to Mrs. Indra Gandhi on 14th December 1981.

Despite there being 11 companies now in the passenger car market in India, Maruti holds about 54.5 % of the total market share. Maruti factory is situated on old gurgaon- Delhi Road, at distance of about 7 km from GurGaon Bus Stand.

Maruti Wonder Cars Pvt. Ltd. Is dealership of Maruti, located at Chinchwad, Pune.

EXECUTIVE
SUMMARY

EXECUTIVE SUMMARY

CRM is a business strategy, that integrates people, process and technology to enhance relationship with...
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