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AUTOMOBILE INDUSTRY

The automobile industry in India —the tenth largest in the world with an annual production of

approximately 2 million units—is expected to become one of the major global automotive

industries in the coming years. A number of domestic companies produce automobiles in India

and the growing presence of multinational investment, too, has led to an increase in overall

growth. ollowing the economic reforms of !""! the Indian automotive industry has

demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions.

The monthly sales of passenger cars in India exceed !##,### units

Tata $otors launches its first truc% in collaboration with $ercedes&'en(.

History

In !")*, the government of India and the Indian private sector initiated manufacturing processes

to help develop the automobile industry, which had emerged by the !"+#s in a nascent form.

'etween !"# to the economic liberali(ation of !""!, the automobile industry continued to grow

at a slow pace due to the many government restrictions. A number of Indian manufactures

appeared between !"#&!"-#.apanese manufacturers entered the Indian mar%et ultimately

leading to the establishment of $aruti /dyog. A number of foreign firms initiated joint ventures

with Indian companies.

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Challenes !a"ed by Indian Automoti#e Industry in the ne$ ae

The Indian automotive industry has been facing new challenges due to the rapid changes ta%ing

place during the last decade. This article discusses those challenges and initiatives ta%en by the

government to overcome them.

The Indian auto industry is changing rapidly. 0uring the last decade, many international auto

manufacturers, either by themselves or in partnership with Indian companies, have started

manufacturing activities in India. The ancillary industries have also grown in tandem. The

1uality of production in small& and medium&scale industries has improved to such an extent that

they started exporting products to international manufacturers. The major brea%through of recent

years is the unveiling of 3ano by Tata $otors during the auto expo 2##. This has received

worldwide attention and proved that India can not only design an automobile of international

standards but also execute the project at a much lower cost through innovative choice of

components, materials, engine design etc.

These developments in the auto sector have given new confidence to everyone related to the auto

industry and specifically to the government which resulted in the announcement of the Auto

4olicy 2##5&2#!5 by the $inistry of 6eavy Industries. According to the Auto 4olicy, the Indian

auto sector is expected to grow to /78 2!5 billion by 2#!5 and add 2.) million new jobs to theeconomy. 9very year two to three million people are expected to purchase new vehicles. 7everal

million vehicles and components are expected to be exported to both developed and developing

nations. To achieve these goals, it is important that the present :04 growth rate, which is more

than - per cent, continues to remain at the same level for the next -&!# years. The government is

also giving some concessions to the auto industry. To reali(e the above growth predictions, it is

important to overcome various challenges the industry is facing currently. Two of the foremost

challenges are the spiraling cost of fuel and the paucity of highly s%illed manpower.

Risin oil %ri"e

International price of crude oil has crossed /78 !2# per barrel and is rising at an alarming rate.

The forecast of mar%et experts that the crude oil price will plateau around /78 !## per barrel has

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been proved wrong. The s%yroc%eting crude oil price rise will affect the economic growth of

most of the nations of the world including India. The prospects of India and ;hina of becoming

economic superpower will be seriously affected. Also, the rise in oil prices will impact the

growth of global automotive industry. /nless the use of alternative fuels increases, it is very

unli%ely that the situation will change for the better.

This necessarily means that more and more investments should be directed towards


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&ISTORY

&onda Motor Com%any' Ltd( is a apanese multinational corporation primarily %nown as a

manufacturer of automobiles and motorcycles. 6onda is the world>s largest manufacturer of

motorcycles as well as the world>s largest manufacturer of internal combustion engines measured

by volume. 6onda surpassed 3issan in 2##! to become the second&largest apanese automobile

manufacturer.

6onda was the first apanese automobile manufacturer to release a dedicated luxury brand in

3orth America with the debut of Acura in !"-5. Aside from their core automobile and

motorcycle businesses, 6onda also manufactures garden e1uipment, marine engines, personal

watercraft and power generators, amongst others. 7ince !"-5, 6onda has been involved with

artificial intelligence?robotics research and released their A7I$@ robot in 2###. They have also

ventured into aerospace with the establishment of :9 6onda Aero 9ngines in 2##+ and the

6onda 6A&+2# 6onda et, scheduled to be released in 2#!!.

rom a young age, 7oichiro 6onda had an interest in automobiles. 6e wor%ed as a mechanic at a

apanese tuning shop, Art 7ho%ai, where he tuned cars and entered them in races. A self&taught

engineer, he later wor%ed on a piston design which he hoped to sell to Toyota. The first drafts of

his design were rejected, and 7oichiro wor%ed painsta%ingly to perfect the design, even going bac% to school and pawning his wife>s jewelry for collateral. 9ventually, he won a contract with

Toyota and built a factory to construct pistons for them, which was destroyed in an earth1ua%e.

0ue to a gas shortage during orld ar II, 6onda was unable to use his car, and his novel idea

of attaching a small engine to his bicycle attracted much curiosity. 6e then established the 6onda

Technical s largest manufacturer of motorcycles by !"5*.

The first production automobile from 6onda was the T*5# mini pic%&up truc%.4owered by a

small *)5 cc straight&+ gasoline engine, it was classified under the cheaper Bei car tax brac%et.

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The first production car from 6onda was the 7)## sports car.Its chain driven rear wheels points

to 6onda>s motorcycle origins.

&onda is head1uartered in $inato, To%yo, apan. Their shares trade on the To%yo 7toc%

9xchange and the 3ew Cor% 7toc% 9xchange, as well as exchanges in @sa%a, 3agoya, 7apporo,

Byoto, u%uo%a, Dondon, 4aris and 7wit(erland. American 6onda $otor ;o. is based in

Torrance, ;alifornia. 6onda ;anada Inc. is head1uartered in the 7carborough district of Toronto,

@ntario, and is building new corporate head1uarters in $ar%ham, @ntario, scheduled to relocate

in 2##-E their manufacturing division, 6onda of ;anada $anufacturing, is based in Alliston,

@ntario. 6onda has also created joint ventures around the world, such as 6onda 7iel ;ars and

6ero 6onda $otorcycles in India , :uang(hou 6onda and 0ongfeng 6onda in ;hina, and

6onda Atlas in 4a%istan.

6onda is the 5th largest automobile manufacturer in the world as well as the largest engine&

ma%er in the world, producing more than !+ million internal combustion engines each year. As

of August 2##-, 6onda surpassed ;hrysler as the +th largest automobile manufacturer in the

/nited 7tates. ;urrently, 6onda is the second largest manufacturer in apan behind Toyota and

ahead of 3issan.

6onda, 3issan, and Toyota, three of the strongest vehicle companies in the world, were still not

immune to the global financial crisis of 2##-, as these companies reduced their profitability

forecasts. The economic crisis has been spreading to other important players in the vehicle

related industries as well.

6onda spends about )F of its revenues into


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)&ILOSO)&Y

6$7I operates on a principle, which is followed worldwide by all 6onda companies.

$aintaining a global viewpoint, we are dedicated to supplying products of the highest

1uality, yet at a reasonable price for worldwide customer satisfaction. 6onda>s

philosophy is based on the company>s guiding principle and advocates 2 fundamental

beliefsG

Res%e"t !or the Indi#idual

6onda recogni(es and respects individual differences. The respect for individual

stems from the following three pointsG

H Initiative

H 91ualityH Trust

It is the contribution from each individual in the company that has made our

company what it is today and that, which will ta%e us into the future.

The Three oys

In line with 6onda>s 4hilosophy, 6$7I conducts all its daily activities in pursuit of the following joysG

H The joy of manufacturing high 1uality products.

H The joy of selling high 1uality products.

H The joy of buying high 1uality products.

The oy of 'uying The oy of 7elling The oy of $anufacturing

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OB*ECTI+ES

$aintaining an international viewpoint, we are dedicated to supplying products of the

highest efficiency, yet at reasonable prices, for worldwide customer satisfaction. !")5J To ma%e good adverts, and great motorcycles... and the occasional good car...

and %eep the shareholders happy...

To minimi(e the defect.

To $inimi(e the Accidents.

To see the consumer complaints will be (ero.

To %eep the environment pollution free.

$aximi(e capital utili(ation.

Increase production capacity.

Increase plant availability.

$inimi(e indirect and direct loses

9fficient use of resources.

9ffective use of all employees.

Training for all.

9nsure empowerment and improvement of department.

9stablish the sustain document 1uality management system.

;ompliance with relevant legislation and regulation

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OR,ANI-ATION STRUCTURE .as o! A%ril /'0112 3

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4INANCIAL &I,&LI,&TS

6onda $otor ;o., Dtd., and 7ubsidiaries Cears ended $arch *!J

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A5ARDS

2##" Aviator 7cooter of the

CearKigwheels.comJ

;' 7tunner $otorcycle of the Cear !2)ccJ

Kigwheels.comJ

;' 7tunner 2##" 7tunner 30TL 4rofit

Award2##" & 'i%e of the Cear

2##- Activa ;3'; TL M Auto ;ar NA/T@

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2##) /nicorn $otorcycle of the Cear 2##)

'.7.$otoring=

AutocarJ

/nicorn T37 Loice of the ;ustomer

Award T37J9terno 7cooter of the Cear 2##)

'.7.$otoring

= @verdriveJ

2##+ 9terno 'est 7cooter of the Cear by '. 7.

$otoring = I;I;I 'an%,

@verdrive $aga(ine

2##* 0io 7cooter of the Cear 2##*

'';J

2##2 Activa 7cooter of the Cear by @verdrive

$aga(ine

2##! Activa 7cooter of the Cear 2##! '7

$otoringJ

)RODUCT )RO4ILE

There are #arious %rodu"t o! &onda motors $hi"h are as !ollo$ as67

UNICORN '9 A I3:


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/nicorn is powered by a newly developed 6onda +&stro%e, !)#cc engine and incorporates many

cutting&edge technologies developed by 6ondaPs global


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Ingeniously designed M the all new Activa is made for you to go miles, to do things and to

go places. ith your loved ones. 0eveloped on 6onda>s globally tested engineering

technology, it comes with a host of new features. The seats maximi(es riding comfort.

Thus offering you a smooth ride. 4erfect in design and technology, the all new Activa is

more than just a scooter. ith an increased mileage of !)F, it allows you to enjoy your

rides, no matter how long they are. 7o now you can enjoy life without stopping. 7tep

onto your all new Activa, spread the joy with your loved ones, and go on and on.

Desin6onda Activa was the first scooter launched by 6onda in India. It has been designed as a family

two&wheeler and features higher load carrying capacity. 3ow, 6onda India has come up with all

new Activa with major styling changes all around.

6onda new Activa gets a redesigned front and rear section. The front is dominated by curvy and

aerodynamic styling with redesigned headlamps. ;lear lens turn indicators dominate the rear.

6onda has used impact resistant A'7 plastic panels to reduce the overall weight of the two&

wheeler.

4ollo$in "hanes8additions ha#e been made in ne$ A"ti#a6

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9xuding style from the word go, the Aviator is for those who don>t have to try hard to

impress. Topped up with classy features, it adds to your 1uotient in more ways than one.

Ces, the Aviator is here. And it>s time for you to arrive. In style.

DIO

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0I@ M IndiaPs first motoscooter is named after the son of Lenus R0yonisiacP, also %nown as

;upid, the :od of Dove. 0I@ is set to add passion and excitement with its stunning loo%s and

performance, by incorporating the latest world trends that

ma%e it a scooter that is much ahead of its time.

@ne loo% at 0I@ will tell you itPs more an accessory than a mere convenience. As IndiaPs first

motoscooter, it blends the loo%s of a motorcycle with the comfort of a scooter. 0I@ heralds the

dawn of twoMwheeler fashion. And if loo%s are anything to

fall for, this is a treat. The bodyMmounted headlamp and slee% indicators leap right off the front.

Ample legroom gives you an elegant poise. The body tapers into the taillight and yet continues

to draw attention.

The 0I@ is complete in itself. ;utting edge technology and style have been brought together in

such a way as to ma%e it an engineering marvel. 7o, you can ride assured that a bi%e doesnPt get

or loo% any better.

@f course, this 1ualifies us to have the last word on style. If there ever existed an attention

magnet, this is it.

OB*ECTI+E O4 STUDY67

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To %now the awareness level in the mar%et for the Activa !!#

To analy(e the customer satisfaction.

To analy(e the customer preference.

To estimate the mar%et potential and perception towards N6@30AO.

This study helps to chec% the efficiency of dealers.

This study helps the company to ta%e corrective decision regarding mar%eting. This study also helps in evaluating the effectiveness of various brands of

different company. This study helps the company to ta%e corrective decision regarding mar%eting.

This study helps the company to %now their actual position in the mar%et.

This study ensure the availability of the product in the mar%et.

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Research Design

ExploratoryConclusion

CasualDescriptive

Observati

on

Survey Experimen

t

RESEARC& MET&ODOLO,Y

It is well %nown fact that the most important step in mar%eting research process is to define

the problem. ;hoose for investigation because a problem well defined is half solved. That

was the reason that at most care was ta%en while defining various parameters of the problem.

After giving through brain storming session, objectives were selected and the set on the base

of these objectives. A 1uestionnaire was designed major emphasis of which was gathering

new ideas or insight so as to determine and bind out solution to the problems .

RESEARC& DESI,N

To conduct the mar%et research first of all it is necessary to create a research design. A research

design is basically a blue print of how a research is to be conducted, it may includeE

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'asically there are * types of approaches used during the any researchG&

!. 9S4D@


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!. It was observed that the most of the customers were not playing 4roper attention

to fill the 1uestionnaire2. The research is confined to a certain parts of ADI:A


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RESPONDENTS

Yes 84 81%

No 20 19%

Total 104 100%

INTER)RETATION

• -!F of the respondents are owner of two&wheeler.

• !"F of the respondents are not owner of two&wheeler.

• In this case all of those who have two&wheeler have responded.

.! (b) Model Name: Make:

RESPONSE NO. OF

RESPONDENTS

SARE !"#

Yes 29 28%

No 75 72%

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Total 104 100%

INTER)RETATION

• 2-F of the respondents are owner of 6ondaPs two&wheeler.

• 2F of the respondents are not owner of 6ondaPs two&wheeler.

• In this case we %now that 2-F of population is the user of 6ondaPs two&wheeler.

.2J 6ave you heard about the new Activa $odelU

Ces 3o

RESPONSE NO. OF SARE !"#

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RESPONDENTS

Yes 78 75%

No 26 25%

Total 104 100%

INTER)RETATION

• )F of the respondents are aware about 3ew Activa.

• 2)F of the respondents are not aware about 3ew Activa.

• In this case we found that )F of population is %nown about the 3ew Activa.

.*J hat do you %now about 3ew Activa in terms of 4erformance features, 'randU

3o Idea !!#cc 6onda'rand

!)F more $ileage Darge under seat box

Tuff /p Tube @thers&&&&&&&&&&&&&&&&&&

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NO. OF

RESPONDENTS

SARE !"#

No Idea 17 11%

110 cc 40 25%

Honda Band 45. 28%

!oe "#leage 15 10%

$age eat Bo& 15 10%

T'( ') t'*e 26 16

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@thers # #F

I3T9


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RESPONDENTS

Yes 11 11%

No 93 89%

Total 104 100%

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RESPONSE NO. OFRESPONDENTS

SARE !"#

at#s+ed 26 25%

,e- sat#s+ed 10 10%

#ssat#s+ed 17 16%

,e- #ssat#s+ed 0 0%

/ant sa- 51 49%

Total 104 100%

I3T9


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• *)F


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• 6onda should ta%e into account this benchmar%ing very carefully and should wor% to

maintain its position

• 6onda should %eep on underta%ing promotional Activities and awareness building

programme, so that awareness of the people about the Activa will be increased.

• 6onda should also pay attention to customersP feedbac%. 9ven if a customer does not

give feedbac% himself?herself, he?she should be called up to %now his?her feedbac% about

the product and services offered. @nly through this, the company can modify its products

and grow with customersP love and faith

• Dast but not the least, 6onda should wor% on the suggestions given by the respondents.

Con"lusion67

@ur in&depth research in the field of Automobile threw up some interesting trends which can

be seen in the above analysis. A general impression that we gathered during 0ata collection

was the huge awareness and %nowledge among people about 6onda and 3ew Activa also

various companies and their two&wheeler products..

4eople in general have been impression by the mar%eting and advertising campaigns

of two&wheeler companies. A high penetration of print, radio and Television ad

campaigns over the years is beginning to have its impact now. Another heartening trend was in terms of people viewing 3ew Activa as a Dady

7cooter and its only for wor%ing woman. 'ut Activa is for both lady and man. Activa

is for multipurpose use.

The general satisfaction levels among public with regards to products and 0ealers

still re1uires improvement. Activa is well %nown product of 6onda and give the base to 6onda in Indian mar%et..

6onda captures a big part of mar%et through this model. Awareness of active is

through its performance, colors, specification and style. Also because of 7ervice =

7pare parts are available throughout India in local mar%ets also.

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BIBLIO,RA)&Y

!. BOO;S8MA,A-INES RE44ERED6

$A


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.)J hich @ne of the above activity prompted you to en1uire more about 3ew ActivaU

!. 2. *.

.5J 6ave you thought of buying 3ew ActivaU

3o Ces

I! Yes'

by $hen hy = hat all did you li%e in 3ew Activa

I! No '

by $hen hy = hat all did you not li%e in 3ew Activa

.J 0o you rate the satisfaction level of 3ew Activa on this )pt scaleU

Lery 7atisfied 7atisfied ;anPtsay

0issatisfied Lery 0issatisfied

hyVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

VVIf the answer is 0issatisfied or Lery 0issatisfied ,note address = contact for resolving the

issue

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.-J any suggestions for improvementU




VV..

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4hotograph of showroom and othersG&

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