HEro Moto Corp Internshpip

8/13/2019 HEro Moto Corp Internshpip

1/21

ROSARY COLLEGE OF COMMERCE & ARTS

Navelim Salcete Goa

A Comprehensive study ofcompetitive analysis of Hero Maestro

Project Report

Submitted in partial fullfilment of the requirements for the award of The Bachelor

Degree in Business Administration

(A THREE YEAR FULL TIME PROGRAM IN MANAGEMENT)

Submitted by

Tejas Naik

Roll No. R-11-22

BBA 2011-2014


2/21

Declaration

I Tejas Tulshidas Naik hereby declare that the present project report entitled project

on Shree samarth automotive has been prepared by me during the period from 21st

April 2012 to 1 June 2012 under the guidance of Mr. Atul Naik, sales & Marketing

Manager, Shree samarth automotive And Ms. Charlotte Fernandes, faculty member,

Rosary College of Commerce & Arts, Navelim- Goa

I also declare that this project has not been submitted nor shall it be submitted in

future to any other university or institution for the award of any other Degree or

Diploma.

Place: Rosary College of Commerce & Art (RCCA)

Navelim, Goa (India)

Date: (Tejas Naik)


3/21

Acknowledgement

This making of any report calls for contribution and cooperation from many others

besides the individual alone. It is the result of meticulous effort put in by many minds

that contribute to the final report submission and this work too is not an exception.

Thus, one of the best parts of writing this is the opportunity to thank those who have

contributed towards it. First and foremost, I would like to take the opportunity to

express my sincere gratitude to sales & marketing manager of shree samarth hero

private limited for their valued insights, suggestions and continuous support, without

which this project would not have reached successful completion .I would like to

thank all the respondents who took time out of their busy schedule to have interaction

with me. All the above, made considerable contribution to which these few lines can

hardly do justice to their patience and generous support.

I am also truly grateful to the organization and all those people working at, Shree

samarth Hero for having patiently endured me and for spending their valuable time to

elucidate and demonstrate to me in detail about the working of the various

departments, throughout my placement. Their extreme co-operation and helpfulness

have proved as an equal factor of support to me.


4/21

Table of content

Chapter No. Title Page No.

Certificate by the Company ii

Declaration iii

Acknowledgment iv

Executive Summary vii

Chapter 1.0 Introduction 8

1.1 Introduction to Hero

1.2 Company Profile 9

1.3 Introduction of the Company 11

1.4 Departmental overview

Chapter 2.0 Research & methodology 13

2.1 Title

2.2 Aims and objectives

2.3 Scope

2.4 Research Design

2.5Sampling2.6Methodology2.7limitations2.8literature review

Chapter 4.0 Conclusion 38

Recommendations 39

Annexure 40

List of references & Bibliography 41


5/21

CHAPTER 1

Introduction

1.1The Hero Motocorp

Hero Motocorp Ltd. (Formerly Hero Honda Motors Ltd.) is the world's

largest manufacturer of two - wheelers, based in India. In 2001, the company

achieved the coveted position of being the largest two-wheeler manufacturing

company in India and also, the 'World No.1' two-wheeler company in terms of unit

volume sales in a calendar year. Hero Motocorp Ltd. continues to maintain this

position till date.

Vision

The story of Hero Honda began with a simple vision - the vision of a mobile and an

empowered India, powered by its bikes. Hero Motocorp Ltd., company's new

identity, reflects its commitment towards providing world class mobility solutions

with renewed focus on expanding company's footprint in the global arena.

Mission

Hero Motocorp's mission is to become a global enterprise fulfilling its customers'

needs and aspirations for mobility, setting benchmarks in technology, styling and

quality so that it converts its customers into its brand advocates. The company will

provide an engaging environment for its people to perform to their true potential. It

will continue its focus on value creation and enduring relationships with its partners.

Strategy

Hero Motocorp's key strategies are to build a robust product portfolio across

categories, explore growth opportunities globally, continuously improve its

operational efficiency, aggressively expand its reach to customers, continue to invest

in brand building activities and ensure customer and shareholder delight.

Manufacturing


6/21

Hero Motocorptwo wheelers are manufactured across three globally benchmarked

manufacturing facilities. Two of these are based at Gurgaon and Dharuhera which are

located in the state of Haryana in northern India. The third and the latest

manufacturing plant is based at Haridwar, in the hill state of Uttrakhand.

Products

Hero Motocorp offers wide range oftwo wheeler products that includes motorcycle

and scooters, and has set the industry standards across all the market segments.

Distribution

The Company's growth in thetwo wheeler market in India is the result of anintrinsic ability to increase reach in new geographies and growth markets. Hero

Motocorp's extensive sales and service network now spans over to 5000 customer

touch points. These comprise a mix ofauthorized dealerships,service & spare parts

outlets and dealer-appointed outlets across the country.

Brand

The new Hero is rising and is poised to shine on the global arena. Company's newidentity "Hero Motocorp Ltd." is truly reflective of its vision to strengthen focus on

mobility and technology and creating global footprint. Building and promoting new

brand identity will be central to all its initiatives, utilizing every opportunity and

leveraging its strong presence across sports, entertainment and ground- level

activation.

Key Policies

A company that believes in maintaining ecological standards along with business

standards.

"We must do something for the community from whose land we generate our

wealth." - Chairman Dr.Brijmohan Lall Munjal..

At Hero Motocorp, our goal isn't limited to business but encompasses the broader

spectrum of serving humanity through social initiatives. Hero Motocorp takes a stand
http://heromotocorp.com/http://heromotocorp.com/productshttp://heromotocorp.com/findadealer/findadealerhttp://heromotocorp.com/findadealer/findadealerhttp://heromotocorp.com/productshttp://heromotocorp.com/


7/21

as a socially responsible enterprise respectful of its environment.Hero Motocorp has

been strongly devoted not only to environmental conservation programs but also

expresses the increasingly inseparable balance between economic concerns,

environmental and social issues faced by business. A business must not grow at theexpense of mankind but must serve humankind at large.

1.2 Introduction to CompanyThe company was started in the year 1989 by Mr.Srikrishna Thakur. The Poprietor of

the company is Mr. Damodar S. Thakur, son of Mr. Srikrishna Thakur. At Shree

Samarth Hero they believe that once you become a Shree Samarth Heros customer,

you will always be an Shree Samarth Heros customer. That's a promise

First Hero Honda showroom was started in Margao, Goa with small outlet of Hero

Honda just to start with the sales of vehicles. There was no proper storage space for

their vehicles and no service station according to Hero company norms. The

showroom had to serve their customers with sales and service at one place and the

storage should also be at the same place. In 2001 a new showroom at Verna was

inaugurated. It had a large space for storage and service centre and a great showroom

to show off all the Hero Motocorp vehicles in style, giving a better view to customers

about Hero Motocorp.

1.3Departmental overviewSales and Marketing Department

This Department plays a very vital role in the Company, this department is headed by

GM Sales, with sales manager, sales consultants. The main function of this

Department is to sell and advertise Hero bikes. Their duties are to attend to walk in

customers and attend telephone enquiries and also attend enquiries coming from

outdoor activities and respond back to customers with mails or telephone calls.

Whenever any potential customers enters the showroom, the sales consultant has to

explain to him all the features of the vehicle which the customer is intending to

purchase, the consultants are also liable to explain to the customers the required

information about loan, taxes. They also do follow up with customer enquiries.calling customers, booking appointments for servicing their vehicle. The sales


8/21

consultants in the showroom are assigned with certain monthly target by the

Department which has to be attained by them. The sales consultants are considered to

be the face of the Company, so Shree Samarth Hero takes deep interest in providing

them time for training. Internal training is provided by Shree Samarth Hero to theiremployees.

Service Department

The Service Department is one of the major section of the company; this department

is headed by Works Manager, under him service manager and mechanics.

Pre-sales servicing is one of the major functions of this Department, where, before the

delivery, the bike is brought to the service station and inspected thoroughly. They do

follow ups they call customers and remind them about their servicing period and book

appointments for them.

Post- sales service after the servicing of the bike they call customers and take

feedback from them about the servicing done. This is standard procedure as per Hero

Motocorp. All the servicing carried out in the showroom and all the other necessary

information related to the bike serviced has to be intimated to the Head office in the

service department, for the record of the Company.

Human Resource Department

Human resource Department is headed by accounts manager as it small companyaccounts manager only looks after HR department their functions are recruiting they

recruit best candidates which are best in their field they ensure people who have

relevant skills, qualifications and experience .they conduct interviews put adds on the

classifieds if there is any job requirement in the company. Along with the salary, they

provide other necessary benefits to its employees such as Insurance, coverage

Provident Fund, Bonus, Gratuity etc


9/21

Chapter 2

2.1 Title

Comprehensive study of competitive analysis on Hero Maestro

2.2 Aims and objectives

My aim is to do a competitive study on Hero Maestro and Honda Activa

Objectives are to conduct a survey and have a deep understanding why customers go

for Honda Activa over my company vehicle that is Hero Maestro.

2.3 Scope

To know why customers are going for Honda Activa instead Hero Maestro

2.4 Research Design

As the customers base is large for Hero Maestro and Honda Activa I Chose

Quantitative Research Design to attain better results through the survey

2.5 Sampling

I chose sample size of 150 customers of which 75 were Hero Maestro Customers and

75 were Honda Activa

2.6MethodologyPrimary data

Studying both the bikesthoroughly Personal observation of the bike, discussion with the Managers and Sales

executives and customers

Survey undertaken

Secondary data

Auto magazines, broachers and bike website


10/21

2.7limitations The views of the people can be biased therefore it doesnt reflect true picture.

Due to time limit I could only survey 75 Maestro Customers and 75 ActivaCustomers

Views and the perception of the people changes time to time, hence the resultof the project may not be applicable time to time

2.8literature review


11/21

Chapter 3

3.0 Analysis and data findings

3.1 Introduction to Hero Maestro

The Maestro is very rich in features to attract riders who are looking for a gear-less,

spacious and comfort ride. A wide and well-cushioned seat and a flat and broad foot-

board can accommodate anyone quite easily and high ground clearance makes it a

great bike. But one thing that is guaranteed to be a plus point about Maestro is the

extremely clever supply of storage areas. Besides the standard option of an under the

seat storage space which is spacious enough to hold a full size helmet along with a

couple of other small articles, a front side storage box that can come in very handy in

storing a lot of household objects comes as an optional accessory and can be installed

on demand. The new Hero Maestro scooter is available in choice of six colors,

including blue, green, white, black, silver and red.

Engine and performance

Hero Maestro has got calm and less noisy 109 cc engine giving out 8.2 PS of power

and a torque of 9.1 Nm and has an excellent quality engine. Taking top speed, Hero

Maestro can reach 90kmph , it is the real Maestro in city traffics. Comparing it to the

other available scooters in the market, it has the best performance than all the braking

is very good of the bike. Overall, its very affordable performance packed scooter. It

is quicker than the Activa in terms of roll ons and acceleration both. The linear power

deliver helps the scooter to make quick overtakes in crowdy traffics.

Looks and styling

Nice and great styling is what Maestro has. Large headlights increases the looks as

well as increases the illumination at the dark nights and side indicators adds to its

looks. The body is made up of plastic against the Activa which has a metal body,

giving the Maestro a new refreshing looks in the scooter sector. At the side tank

section, a chrome plastic emblem of maestro makes it a BIG name. Instrument

cluster is simple and descent looking with silver linings for a refreshing style. It

comes with an analogue speedometer and digital Kilometre clock and fuel indicator.


12/21

Maestro is the first in class and the only scooter having the above mentioned

instrument cluster. The maestro has a under seat storage which increases its usability.

Ride Quality and handling

The ride quality of the Hero Maestro is the best. Its linked suspension (with hydraulic

dampers) at the front and mono shock at the rear, gives the scooter a perfect balance

and comfort. The Maestro also comes with Honda CBS (Combined Braking System

with 130mm drum brakes) so it is safe on the braking side. The ride position and

height is well designed for a comfortable ride in city.

Price and fuel economy

At the price of53,335 (OTR), At this price, the Maestro offers a complete package

in terms of looks, economy and ride quality. Hero makes sure that they stand shoulder

to shoulder with their old partners Honda and thus their Maestro gives an excellent

fuel economy of 52 kilometres for a litre.

3.2 Comparison of Activa and Maestro

Scooter Activa MaestroEngine

Type Air cooled 4 stroke OHC Air cooled 4 stroke OHC

Displacement 109cc 109cc

Max Power 6kw (8bhp) @7500 rpm 6kw (8.2bhp) @7500 rpm

Max torque 8.74Nm @5500 rpm 9.10 Nm @5500 rpm

Ignition Self & kick CDI system

Transmission V-Matic Dry, Auto centrifugal

clutch with V-Matic

SuspensionFront Spring loaded hydraulic

type

Bottom link with Spring

loaded hydraulic type

Back Spring loaded hydraulic

type

Unit swing with Spring

loaded hydraulic type

Electricals

Battery 12v 3Ah, maintenance free 12v 3Ah, maintenance free

Headlamp 35/35w 35/35w

Brakes

Front Drum, 130mm dia (with Drum, 130mm dia (with


13/21

CMS) CMS)

Back Drum, 130mm dia Drum, 130mm dia (with

CMS)

Tyre size

Front 90/100-10 53j 90/100-10 53jBack 90/100-10 53j 90/100-10 53j

Fuel tank capacity

Capacity 5.3L 5.3L

Chassis

Ground Clearance 153mm 155mm

Wheelbase 1238mm 1240mm

Tyre Type

Q1) Which Model do you have?

Activa 75

Maestro 75

Total 150

I surveyed 150 people out of which 75 were Honda Activa customers and 75 were

Hero Maestro customers. The above graph shows that 50 % were Hero Maestro

customers and 50% were Honda Activa customers.

Q2) how do you came to know about this motor bike?

Graph A

In the above diagram we can see that Out of 75 respondents of Honda Activa users.

About 11% of the respondents came to know about the bike from the newspaper ads

about 12% came to know from the television advertisements 3% came to know from

the auto magazines and large number of people that is about 49% came to know about

Honda Activa from their friends and families and 25% came to know from others as

in company Road shows, Hoardings, seen on roads etc.

Graph 3.2

Graph 3.1

A B

Gra h 3.3


14/21

Graph B

In the above diagram we can see that Out 75 responders of Hero Maestro users 15%

responders came to know about the bike from the newspaper about 4% responders

came to know from magazines. Most number of responders came to know from their

friends and family that is about 38% and remaining 24% people came to know from

others as in show room visit, seen on roads, hoarding etc


15/21

Q3) Are you satisfied with the performance of the bike that you are currently having?

Graph A

In the above diagram people were asked whether they are satisfied with the

performance of Honda Activa. Out of 75 respondents 61% of the respondents said

that they are satisfied with the performance of the Honda Activa and remaining 39%

said they are not satisfied with performance of Honda Activa

Graph B

In the above diagram people were asked whether they are satisfied with the

performance of Hero Maestro. Out of 75 respondents large number of people that is

71% said that they are satisfied with the performance of Hero Maestro remaining

29% said that they not satisfied with the performance of Hero MaestroGraph 3.4

A B

Graph 3.5


16/21

Q4) how is the mileage of the bike?

Graph A

In the above diagram people were asked about mileage of Honda Activa large number

of people said that its dissatisfying that is about 40% and 27% were neutral in their

decision and about 33% were satisfied with the mileage of hero Activa.

Graph B

In the above diagram people were asked about mileage of Hero Maestro large numberof people said that they are satisfied with the mileage of Hero Maestro that is about

47% out 75 respondents 33% said they are neutral in their decision and while

remaining said that not satisfied with mileage of the bike.

A B


17/21

Q5) how you find the after sales services of the bike?

Graph A

In the above diagram people were asked about the after sales service of Honda

Activa. About 64% of respondents said that they are satisfied with the service about

22 % said that not satisfied with the service remaining 22% were neutral in their

decision.

Graph B

In the above diagram people were asked about the after sales service of Hero

Maestro. About 57 % were satisfied with the after sales service of Hero Maestro

about 16 % said not satisfied with the service about 27 % were neutral in there

decision.

Graph 3.4 Graph 3.5

A B


18/21

Q6). Which factor below influence your buying decision?

Graph A

In the above diagram people were asked what influenced their buying decision while

buying Honda Activa 16% said price influenced their buying decision 13% said

mileage of the bike influenced their buying decision 16 % said performance 7% said

resale value 11% said status symbol and remaining 37% said other as in

unavailability of other vehicles in the market etc.

Graph B

In the above diagram people were asked what influenced their buying decision while

buying Hero Maestro 13 % said Price influenced their buying decision 16% said

mileage 19% said performance 3% said resale value 20% said status symbol and

remaining 29 % said others

AB


19/21

Q7) how would you rate the following factors of bikes with respect to different

companies?

Average scoreMileage

Price

Performance

Maintenance

Looks

Brand image

Services


20/21

Q8) would you buy a new bike if new bike comes in with better feature?

Graph A

3.3 Findings


21/21

Chapter 4

4.1 Recommendations and conclusionsBoth scooters having same specificaions butmaestro is having some more function like digital fuel meter with service due indicator. Also

suspension is good . Maestro takes less time to acheive high seed of 60 km compared with

activa. Maestro has good suspension also. i have noted mileage of 45 km in city. a real

compition to honda in real mean. Maeastro better than Honda

HEro Moto Corp Internshpip

Documents

Transcript of HEro Moto Corp Internshpip