英國marketing master dissertation

Abstract——摘要

 

這篇dissertation中研究了“輪胎銷售中的影響因素”，主要以Jk Tyre & Industries生產(chǎn)的Jk輪胎為例。

 

在這個營銷競爭激烈的時代，顧客對產(chǎn)品的滿意程度是最優(yōu)先考慮的因素，因此分析消費(fèi)者的消費(fèi)行為極其重要。消費(fèi)者行為可以看做是各個消費(fèi)者在眾多消費(fèi)選擇中如何分配他的可用資源，比如時間、精力和金錢。做好營銷的一個重要基礎(chǔ)就是弄清楚顧客的需求。如果一個公司不把消費(fèi)者放在第一位考慮的話，那么這個公司不可能成功。營銷就是以顧客為核心的。

 

這篇dissertation分析和評估了在輪胎銷售中的各個因素的影響，并選出了最重要的因素。最后根據(jù)分析結(jié)果，向Jk Tyre & Industries提出了幾項建議，來更好的滿足消費(fèi)者的需求。

 

In this project I have study of “factors influencing while purchasing tyres” JK tyres manufactured by Jk Tyre & Industries.

 

In this competitive era of marketing where the satisfaction of the customer towards the product is become first priority, it is therefore very important to analyze customer behaviour. Consumer behaviour can be looked upon as study of how individuals make decisions on how to spend their available resources like time, effort, money in various consumption related items. The understanding of customer needs and wants is one of the major underpinning construct of marketing. Without putting customer on the top company cannot get success, forgetting success every company should target customer, because market is totally customer oriented.

 

This project evaluated which factors influence the customer most when he/she goes for purchasing tyres. Finally I have given some views and suggestions to the company with which they can satisfy the customer the most.

 

Preface——簡介

 

Inspite of theoretical knowledge gained through class room study, a person is incomplete if not subjected to practical exposure of real corporate world. He may have to face hurdules, which will be difficult to overcome without any first hand experience of business.

 

In this context, research program has been designed to make aware of happening of real business. The project entitled “Factors influencing while purchasing tyres” with special refrece to JK tyres, has been done at New Delhi and Jalandhar as completion part of Msc International Business.In my work based dissertation, we worked upon the analysis of the JK tyre industries in New Delhi and Jalandhar by customer attitude through the personal contact and questionnaires. 

During my workbased dissertation, I got opportunity to apply my theoretical skills and knowledge and meaningful concept to actual business condition and Familiarize with the marketing activities of the products. All the work done on this project is confined to my broad objective.

 

In today’s world of intense competition and rapid dynamism, all companies worldwide are tuning their focus on the customer. Suddenly, customer had succeeded in capturing all attention of the companies towards him, so much so, that maxim, “customer is god” has become so true and relevant today. There has been a paradigm shift in the thinking of these companies and none other than customer has brought this about.

 

Earlier there was seller market, since the goods and services were in short supply and sellers use to call the shots. But ever since the advent of era of globalization there has been total transformation in the way of customers being perceived. Today, marketers are marketers are directing their effort in retaining customers and customer base.

 

The customer importance has assumed imponderable proportion in today’s world because of inherent value that customers command. A customer can “make or break” the company. It is the responsibility of every company that to see all its customers are equally satisfied with them , for one single dissatisfied customer will tell at least nine other customer about the dissatisfaction and will spark off the chain reaction and spell doom for that company

 

In the past customer were taken as ride, as there were not many players in the fields, not much importance was attached to product safety, quality, service and product appeal. The attitude of

manufacturer was that of “Caveatemptor”. Thanks to the government policies on liberalization, globalization and privatization, the market has changed today. Today customer has host of defence mechanism like customer protection laws, regulation of government, the powerful hands of organization, switching to or competitors. The maxim “Caveatemptor” has been replaced by “Caveatvenditor”. 

 

In the past after sales service was consider as cost centre, companies were lethargic in attending the customer complaints. Availability of trainee service personal and quality genuine spare parts was serious problems. However, with rising competition, there could not be much product differentiation as product, quality was comparable and latest technology was with each and every company in the field. Since there could not be much differential a tangible assets, the companies concentrated on the intangible assets normally service factor which served as major differentiator. Today after sales is considered as major aspect for every company and it is no more considered as cost centre but now it considered as profit centre.

 

Company profile——公司概況

 

JK tyre is only manufacturer of truck and bus tyres and second largest manufacturers of 4- wheelers. JK tyre and Industries in counted among the huge corporate entity which is the symbol of excellence, diversification and pioneering new technologies. Since its commencement it has been supreme in the value of technology which made it grow .JK tyre manufacturers and sells the tyres and tubes fot passenger car, truck, jeep, buses, multi utility vehicle,tractors and light commercial vehicle under its brand “JK tyre”. The company is the only manufacturer of ‘T’& ‘H’ high performance tyres in India. JK ranked “Highest in customer satisfaction with original tyres by J.D power Asia Pacific Study”. 

 

Its customers are mostly Replacement for four wheelers, entire Original Equipment Manufacturers (OEMs) in India along with state and defence transport units. Moreover JK have customer base across 45 countries and 6 continents.

 

Administrative Office: Link House, 3, Bahadurshah Zafar Marg, New Delhi - 110 002

 

History of the company——公司歷史

 

On 14 February 1951 JK organization was incorporated as a private limited company. Till 31 March 1970, the company was involved only in the business managing agency. After that, company took manufacturing activities and in February 1972 company obtained the letter of intent for production of automobile tyres and tubes. In 1974 company manufactured 4 lakh automobiles tyres and tubes per annum then on 1st April 1974 company was converted into public limited company.

 

After this company promoted manufacturing project, it was done by J.K. Synthetics Ltd and straw Products Ltd. The company took international step by collaboration with General Tire Co.,U.S.A.,which was subsidiary of General Tire & Rubber Co.,U.S.A. ,this collaboration was for the technical services which was for about 5 years and sales agreement for the supply of technical knowhow, engineer and documentation for operation facilities for eight years. According to the agreement, J.K. tyre had right to use on its products the wording made in the collaboration with General Tire Co.Company renewed its technical collaboration agreement for further 5 years. In 1987 apart from 51 days strike as well as go slow from 14 October the overall working resulted in substantial profits. Since the strike was resolved efforts were made to launch a new pattern in steel belted Radial tyres and it was introduced for Maruti Gypsy and Tata Mobile by the company in 1988. The company proposed install latest and sophisticated R&D equipement by incurring expenditure of Rs 300 lakh.

 

Due to R&D in 1989 company introduced several new pattern and sizes of tyres including a semilug Nylon Truck tyre, and got good response from the market. In 1991 Hidrive Finance Ltd., Radial Finance Ltd., Handeep Investment, J.K International Ltd., J.K Asia Pacific, Shivdham Properties, Pancham Investment ltd., became the subsidiaries of the companies. By 1992 company international division expanded its activities by opening its office in Moscow( Russia) apart from company’s subsidiaries already in U.K and Hongkong. Market well accepted the radial tyres for tractors launched previous year. In 1993 company introduced new brands of radial tyres ‘Brute’ and ‘Ultima’. After this compony started manufacturing steel belted radial tyres for the prestigious cars like Mercedes Benz, Peugeot,Daewoo race and Opel Astra. Market well received the new patterns developed for bus and trucks ‘PE-T8’.

 

Despite of rise in inputs cost and cost of raw material and the competion company maintained its progress. Company attained higher capacity and all around cost reduction on both plants at Jaykaygra and Banmore. Many new generation cars accepted the J.K steel radial as T- rated ultima launched and was accepted by Daewoo’s ‘Cielo’ and then Mercedes benz india also choosed J.K steel radial after this it G.M’s ‘Astra’. Then next were `Peugekot' FIAT's, `UNO' and M & M's `Ford'. After this company launched premium tyre to meet heavy load market which was ‘Jet Trak’-39 with this company launched new tractor rear tyre ‘SONA’ which was also greatly accepted by the market. During 1996 company launched car tyre JET Drive XS,and nylon car tyre for maruti along with semilug and heavy duty lug tyre for trucks. In radial category, Ultima XR Radial, a terrain tyre was introduced. All these tyres got good response from the consumers. Companies both the plants were operated at full capacity. In radial tyres units also launched dual contact high traction and high performance Aquasonic steel radial car tyre. As company had loan repayment of Rs 635 crores it proposed to reduced its debt by 125 crore in 2000. J.K tyre and the Indian oil corporation came collaboration to install digital air pressure gauges and setting up sales out at IOC petrol station across the country.

 

In 2001 managing director of J.K Industries Raghupati singhania was selected 19th chairman of ATMA (Automotive Tyre Manufacturers Association). J.K Industries in 2003 got new Marketing Director as Mr. Ajay Kapila who was earlier SeniorVice President in Kinetic Engineering Ltd. J.K. tyres merged with Vikrant tyres along with the non tyre business, sugar and agriculture into separate companies which were J.K Sugar Ltd and J.K Agri-Gentics Ltd. On 2nd April 2007 J.K Industries Ltd changed their name to J.K tyre and Industries Ltd. 

 

History of JK Organisatio——JK組織的歷史

 

JK Organisation owes its name to late Lala Juggilal Singhania, dynamic personality with broad vision. Inspired by the cause of Swadeshi movement of Mahatma Gandhi and driven the zeal to set up an Indian enterprise .Lala Kamlapat Singhania founded JK organization in 19 century ushering in new industrial era in India. The process of industrialization and diversification was worthily and successfully carried on by Lala Kamlapat’s illustrious sonsSir Padampat, Lala kailashpat, Lala Lakshmipat, aided in no small measures by the Late Gopal Krishna son of Sir Padampat.

 

1933- Juggilal Kamlapat cotton Spinning and Weaving Mills Co. Ltd was the first to manufacture calco prints in the country. In 1940 J.K iron and steel Co Ltd manufactured first time steel bailing hoops for jute and cotton with which country became self sufficient in meeting the entire demand. Then in 1944 they produced first time aluminium virgin Metal from the Indian Bauxite at Aluminium corporation of India Ltd, Jaykaynagar. There after J.K engineer files manufactures first time in India Engineering files in 1949. In 1959 they were the first one to set up a continuous process plant of Rayon. In 1960 J.K Iron &steel Co Ltd at Kanpur manufactured for the first time in the country a hydraulically operated cane crushing Mill for their sugar plant in Khandsari and then they completed their 100 ton plant. During 1961 J.K chemical set up world’s first plant for production Hydrosulphite of soda by the amalgamation process of sodium.

 

Similarly in 1962 they their company J.K synthetics Ltd at kota produced first time nylon6 with its own polymerised raw material in India. J.K Chemicals Ltd was the first one to produce sodium formaldehyde in India. In 1968 they produce T.V sets in India along with Metallic Cops for Synthetic Filament yarn industries. In 1969 J.K synthetics manufactured acrylics fibres in the country for the first time in the country and J.K synthetics Ltd developed Dyeable Nylon. In 1973 they were the first to the licence Synthetic fibre technology to third party and produce Synthetic Fibre Machinery. In 1976 they produce steel belted radial for the first time in india for the trucks, buses and passenger cars in their tyre plant at kankroli and then they make steel belted radial tyres for three wheelers which was manufactured for the first time in the world.

 

In 1984 they produced white cement in India for the first time in India through dry process. Then J.K Synthetics produced Cathonic Dyeable fibre first time in India and nylon tyre cord based on Spin Draw Technology. In India J.K magnetic produced first magnetic tapes with cobalt technology. In 1991 company set up a tyre palnt at Banmore with annual capacity 5.7 lakh tyres. Then in 1992 HASTERI R&D centre was established bu the company after two years in 1994 they launched India’s first Trated tyre and Banmore tyre plant crossed 100 TPD. Next year mecedez benz was launched on J.K tyres and they got the ISO 9001 which was given to first time in history to tyre manufacturer. In 1996 they introduced steel wheels and launched first time in India dual contact high traction steel radialaquasonic. Next was the big year for the compay they acquired Vikrant tyres ,awarded national export award for 9697, first and the only tyre manyfacturer to get ‘E’ mark certification, they launched first H rated tyre and their research institute got ISO 9002. In 1998 they were awarded capexil’s highest export award for 199798, got QS 9000. In 1999 Jk tyre was ranked world’s 16 largest tyre company, synergy with VTL in procurement, marketing and production flexibility, they got ISA14000 certificate for environment and safety. In 2000 National GoKarting championships were introduced by the company. In 2001 company received CAPEXIL award and FOCUS LAC export award. In this year 2nd Gokarting championship was held by the company.

 

JK tyre and motor sports——摩托車運(yùn)動與JK輪胎

 

It’s been two decades that the JK tyre is closely related to adventurous world of motor sports. JK tyre has been constantly promoting motorsports not just only to discover several winners, but also using their awareness and knowledge of R&D department to develop tyres on which world can race upon.

 

JK tyre realised the absence of the infrastructure, which is necessary for the accomplishment of the motorsports in India. Over the last five years, JK tyre has embarked over Rs 15 crore to support the motorsport in India.

 

Global presence——全球化

 

Jk tyre along with its associates Vikrant Tyres Ltd is the leading exporter of tyres from the country which counts roughly 26% of exports.

 

JK tyre is the world’s first manufacturer of tyre to receive ISO 9000 along with QS 9000 for its operations. Across the world only JK tyre has received has certificate of QS 9000 for its multilocation operations. In the country it is only JK tyre was the first company to receive ISO 14001 in recognition of its environmental management systems.

 

Nowadays, products manufactured by JK tyres compete with international players in the international market across the world. The products are exported to to more than 55 countries and in 6 continents. The company has robust and well developed distribution network for exports and the distributors get the full support from technical team for the product development so that they can meet the market requirements. JK tyre products are internationally certified in Europe, US, Middle East and South America.

 

For commitment of offer in superior quality , standards and pathbreaking breaking innovation the company has received numerous awards for exports for last years.in 199900 JK being the largest tyre exporter to Latin America it was acknowledged by the Indian trade promotion organization (ITPO). In 20001 company was honoured with ‘The Special Export Award’ from Capexil, with this company made its fourth consecutive award from India’s premier industrial association. JK tyre is constantly making any eefort to deliver value to customerswith along with sound marketing strategy forms which are establishment consistent performance in international market.

 

To develop new products of excellent and distinguished products so that they can compete in the international market, JK tyre had had maintained its marketing and distribution strategies for export market. This credit goes to India’s biggest inhouse R&D centre, HASTERI (Hari Shankar Singhania Elastomer And Tyre Research Institute). This centre is well equipped with latest testing facilities which helps in getting excellence by evolving technologies for superior product performance and it also reduces waste and thinks about the consumer needs.

 

All over JK tyre has obtained many milestones. Despite of , bencjmarking customer sevice and plans to bring in several pioneering technologies there, a lot which will roll out in future in JK tyre’s winning path.

 

Corporate social responsibility initiative by JK tyres——JK輪胎首創(chuàng)的企業(yè)社會責(zé)任

 

J.K tyre believes that they get numerous inputs from the society, it adds value to these and offers the needed products and services to public at large. The profit which company makes is the enhancement by the public for value added.

 

The purpose of CSR is enhance the government efforts by helping the citizen of the country, with which they can lead life which is prosperous, healthy, happy and more meaningful. It is believed that it is not only the job of the government to do the needful to the extent needed. That’s where the role of corporate citizen comes. In fact, it is helping ourselves because inputs and outputs comes from society and go back to society. So it is long run.

 

J.K tyre and Industries undertook three major initiatives, 2004 onwards, as per deliberation in the central HRD Committee, presided over by Shri Hari Shankar Singhania, where all presidents and all time directors are members.

 

Demand and supply gap——供求差距

 

The demand for the tyre is either in the domestic or in the export market. As far asdomestic market is concerned, the OEMs and replace market are likely to witness strong growth, given the current performance of the automotive sector. Given the strong linkages of tyre industry with automotive industry, its demand is likely to be increase over the short to medium term. A for the export market demand, outlook is positive even though some downsides remain.

 

As regards supply of tyres, currently the major players are in the process of expanding their capacities, in anticipation of uptrend in sales. For instance Apollo tyres has set up a joint venture with Michelin for manufacture and sales of bus truck tyres radials. J.K is expanding truck and bus radial facility with eyeing acquisition of smaller units. Ceat increased its capacity 3 times from Pirelli. However a characteristics of Indian tyre industry is that most of the tyre manufacturers in the past has increased capacity in the anticipation of surge demand but when it did not materialise, they reduce their addition capacity. Thus, the demand –supply gap is likely to be important issue for the Indian tyre industry over the short to medium term.

 

High Bargaining Powers of Buyers——消費(fèi)者的高還價能力

 

In tyre industry OEM’s have total control on price .In fact; OEMs faced with declining profitability have reduced the number of component suppliers to make the supply chain more efficient.

 

Objectives——目標(biāo)

 

· To identify the factors that influences the customers in tyre industry.

· To determine mind share and heart share.

· To compare the performance of the major market players with respect to their 4P’s.

· To determine position strategy.

 

Research Methodology——研究方法

 

Every project work requires research, successful completion of any project and getting the genuine result s from that depends upon the research methods used by researcher. The whole research process used by us is as follows:

 

· 1. Problem Formulation

· 2. Research Design

· 3. Sample Design

· 4. Source of Data

· I. Primary Source of Data

· II. Secondary Source of Data

· 5. Collection of Data

· 6. Analysis of Data

· 7. Interpretation of Data

· 8. Project Report and Writing

 

Research——研究

 

Research can be defined as a careful investigation or inquiry especially through search of new facts in any branch of knowledge. Redman and Mary defines research as a systematized effort to gain new knowledge.

 

Market Research——市場研究

 

Market research is the systematized gathering, recording and analysis of data about marketing problems to facilitate decision-making. Marketing research is the systematic, design, collection, analysis and reporting of data and finding relevant to specific market situation facing the company.

 

Types of Market  Research——輪胎市場研究

 

Market research is now placed under the control of some staff executives to provide adequate information to the line management. In these days of specialisation numerous ways of marketing research is adopted.

 

Five major types of marketing research with several sub types are as follows:

 

·  Marketing Performance Research

·  Product Research

·  Promotion Research

·  Distribution Research

·  Pricing Research

 

Methods of Data Collection——數(shù)據(jù)采集方法

 

The key for use system is the selection of the method for collecting data and linking it to analysis and decision issue of action to be taken. The accuracy of collecting data is of great importancefor drawing correct and valid conclusions from the detailed investigations.

 

Primary Data: the primary data are those which are collected for fresh and for the first time and thus happen to be original in character. There are several methods of collecting primary data, particularly in survey and descriptive researches.

 

Some important methods are as followings:

 

· Observation Method

·  Interview Method

·  Questionnaire

·  Schedules

 

Secondary Data——次級數(shù)據(jù)

 

Secondary data are used means that are already available i.e they refer to the data which already been collected and analyzed by someone else and which have already been passed through the statistical process. Secondary data may be either publishes or unpublished.

 

Collection of Data through Questionnaire——通過問卷調(diào)查得到的數(shù)據(jù)

 

This method of data collection is quite popular, particularly in case of big enquiries. It is adopted by private individual’s research workers, private and public organization and even by the government. In this method questionnaire is sent to the person concerned with request to answer question and return the questionnaire. A questionnaire consists of number of questions printed, typed in definite order or form or set of forms. The respondents have answer the question on their own.

 

Collection of Data through Observation——觀察得到的數(shù)據(jù)

 

We also use the observation method for the purpose of data collection. In this method we have taken sample of 500 vehicle models like Hyundai, Mitsubishi, Skoda, Maruti, Mahindra &Mahindra etc.

 

Through our personal observation we have observed the tyre used in the above models and presented them graphically. These observations were done in the various parts New Delhi.