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Summer project Document Transcript

  • 1. “A STUDY ON DEALERS SATISFACTION” IN SHEENLAC PAINTS CHETPET, CHENNAI. BY AVINASH.S Reg. No.: 1067434 of Rajalakshmi Institute of Technology A PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT SCIENCES In partial fulfillment of the requirements For the Award of the Degree OF MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY CHENNAI-600025 AUGUST 2011 1
  • 2. BONAFIDE CERTIFICATE Certified that this Project report titled “A STUDY ON DEALERS SATISFACTON” under taken in SHEENLAC PAINTS,CHETPET, CHENNAI, is the bonafide work of Mr.AVINASH.S,who carried out the research work under my supervision . Certified further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.Signature of the student Signature of Internal guideName: AVINASH.SReg. No: 1067434 Signature of HOD 2
  • 3. COMPLETION CERTIFICATE11.08.2011CHENNAI TO WHOMSOEVER IT MAY CONCERNThis is to certify that S.AVINASH 1067434 M.B.A IInd year student ofRAJALAKSHMI INSTITUE OF TECHNOLOGY, KUTHAMBAKKAM, CHENNAIhas done project work in the company on “A STUDY OF DEALERS SATISFACTION.”under the guidance of Mr.S.MUTHUKUMAAR Regional sales manager, SHEENLACPAINTS, CHETPET, CHENNAI. Towards the fulfillment of award of “Master ofbusiness administration” during the period July 1st to 31st.Regards, 3
  • 4. ACKNOWLEDGEMENT It gives me immense pleasure to present this project report on DEALERSATISFACTION carried out at SHEENLAC PAINTS. In partial fulfillment of post-graduate course M.B.A. No work can be carried out without the help and guidance of variouspersons. I am happy to take this opportunity to express my gratitude to those who havebeen helpful to me in completing this project report At the outset I would like to thank Mr. MUTHU KUMAR (Regional SalesManager) for their valuable advice and guidance during my project completion, and fortimely help concerning various aspects of project. I also thanks to all staff members ofHR department for help me to complete the summer internship program. My sincere thanks to Mr. M.B.RANJIV, (Asst sales manager) Who gave mean opportunity to do project in his company. My sincere thanks to my faculty guide Mr.RAMANATHAN, Department OfManagement Studies for his valuable guidance and encouragement throughout the projectwork. And my sincere thanks to my HOD Mrs. SHANTHI NACHIAPPANDepartment of Management Studies for being support throughout my project. Lastly I would like to thank my parents, friends and well wishers whoencouraged me to do this research work and all those who contributed directly orindirectly in completing this project to whom I am obligated to. 4
  • 5. DECLARATION I am AVINASH.S Student of MBA II (Marketing) 2010-2012 studyingat Rajalakshmi Institute Of Technology, Kuthambakkam declare that the project workentitled “ A STUDY ON DEALERS SATISFACTION. CHENNAI’’ Was carried byme in the partial fulfillment of MBA program under the RAJALAKSHMI INSTITUTEOF TECHNOLOGY. This project was undertaken as a part of academic curriculumaccording to the University rules and norms and it have not commercial interest andmotive. It is my original work. It is not submitted to any other organization for any otherpurpose.PLACE : KUTHAMBAKKAMDATE : SIGNATURE OF THE STUDENT RAJALAKSHMI INSTITUTE OF TECHNOLOGY KUTHAMBAKKAM 5
  • 6. TABLE OF CONTENTSCHAPTER TITLES PAGE NO LIST OF TABLES LIST OF CHARTSI 1.1 INTRODUCTION 11-24 1.2 PROFILE OF THE ORGANIZATION 2.1 DESIGN OF THE STUDYII 2.1(a) OBJECTIVES OF THE STUDY 25-26 2.1 (b)SCOPE & LIMITATIONS OF THE STUDYIII 3.1. REVIEW OF LITERATURE 27 4.1 RESEARCH METHODOLOGY 4.2. RESEARCH DESIGN 4.3. DATA COLLECTION METHODIV 4.4 DATA ANALYSIS AND INTERPRETATION 30-55 4.5 SIMPLE PERCENTAGE ANALYSIS 4.6 WEIGHTED AVERAGE 4.7.CHI-SQUARE CALCULATION 5.1 SUMMARY OF FINDINGS 5.2 SUGGESTION AND RECOMMENDATIONSV 56-58 5.3 CONCLUSION 6.1 BIBLIOGRAPHY 6.2 QUESTIONNAIRE 59-63VI 6
  • 7. LIST OF TABLEST.NO TABLE NAME PAGE.NO1 EXPERIENCE IN DEALERSHIOP 332 FACTORS ENABLING DEALERS 343 CREDIT PERIOD GIVENN BY SHEENLAC 354 PROMOTIONAL ACTIVITIES GIEN BY SHEENLAC 365 EXPECTATION ON QUANTITY 376 DEALING PRODUCT WITH OTHER COMPANIES 387 ACCESSIBILITY OF PRODUCS 398 EMPLOYERS DELAING WITH DEALERS 409 FACTORS COMPARED WITH COMPETITORS 4110 RECOMMENDATION BY CUSTOMERS 4211 SEASON PRODUCTS 4312 AWARENESS ON PRIMER PRODUCTS 4413 PRICING OF PRIMER PRODUCTS 4514 DEALERS EXPECTATION ON QUALITY & PRICE 4615 NEED OF QUALITY AND PRICE 47 7
  • 8. 16 OTHER FACTORS COMPARED WITH COMPEITIORS 4817 SAMPLING OF A PRODUCT 4918 SERVICE GIVEN AFTER THE LANUCH 5019 PRODUCT RATING 51 5220 COMPLAINTS AND SUGGESTION 8
  • 9. LIST OF CHARTST.NO TABLE NAME PAGE.NO1 EXPERIENCE IN DEALERSHIOP 332 FACTORS ENABLING DEALERS 343 CREDIT PERIOD GIVENN BY SHEENLAC 354 PROMOTIONAL ACTIVITIES GIEN BY SHEENLAC 365 EXPECTATION ON QUANTITY 376 DEALING PRODUCT WITH OTHER COMPANIES 387 ACCESSIBILITY OF PRODUCS 398 EMPLOYERS DELAING WITH DEALERS 409 FACTORS COMPARED WITH COMPETITORS 4110 RECOMMENDATION BY CUSTOMERS 4211 SEASON PRODUCTS 4312 AWARENESS ON PRIMER PRODUCTS 4413 PRICING OF PRIMER PRODUCTS 4514 DEALERS EXPECTATION ON QUALITY & PRICE 4615 NEED OF QUALITY AND PRICE 4716 OTHER FACTORS COMPARED WITH COMPEITIORS 4817 SAMPLING OF A PRODUCT 49 9
  • 10. 18 SERVICE GIVEN AFTER THE LANUCH 5019 PRODUCT RATING 51 5220 COMPLAINTS AND SUGGESTIONCHAPTER 11.1INTRODUCTION 10
  • 11. General IntroductionMarketing is essentially about marshalling the resources of an organization so that theymeet the changing needs of customers on whom the organization depends. As a verb,marketing is all about how an organization addresses its markets. Marketing is “Themanagement process which identifies anticipates and supplies customer requirementsefficiently and profitably”.“Marketing is a total system of interesting business activitiesdefined to Plan, piece, promote and distribution want satisfying products & services topresent and potential consumers”- William. J. Stantion“Marketing is the performance of business activities that direct thefollow of goods and services from the producer to the consumer or user”- American Marketing AssociationA social and managerial process, by which individuals and groupsobtain what they need and want, through creating and exchanging productand value with others.INTRODUCTION ABOUT DEALERSDealer is a person or firm engaged in commercial purchase and sale. Dealer may signifyfirms that buy or resell products at retail or wholesale basis. A producer cannot sell all hisproducts directly to consumer, he has to depend upon intermediaries to push, off, his 11
  • 12. products. A dealer is an intermediary who helps to market a product. A dealer is one whopurchase and sells products. A dealer may be a wholesaler or a retailer or a distributor orany agents.The volume of sales depends on the efficiency of a dealer who assesses the psychology ofconsumers and takes appropriate steps to sell a product. It is the dealer who suggests tothe manufacturers the suitable media of advertisement and other promotional tools.Dealers are searching for new marketing strategies to attract and hold customers. Dealersinclude all activities involved in selling goods and services to those buying for resale orbusiness use. Dealers buy mostly producers and sell mostly to retailers or industrialconsumers.Dealers satisfactionDealer wants high marginal gain from manufacturers. The main objective of dealership isearning profits. Dealership business is different from other business. The peculiar featureof a dealer is dealing with one or more similar products. Dealers earn commission forgoods sold from the manufacturers. The commission depends upon the value of salesboth cash and credit. Now a days the demand for paint increases every year. Themanufacturers are not able to cover all the consumers directly. With the help of dealersonly they can reach the consumers. Dealer excepts income from business because there issome guarantee of getting more commission from this business. Dealers demand morecommission from the manufactures, they cover the entire market within their locality.They also sell paint in credit to regular customer.INTRODUCTION ON PAINTSThe Paints are extensively being used in our daily life as well as in industries fordecorative and protective coatings plays an important role. Paint industries in India havewidely been developed with the help of petrochemical ,industry and development of paint 12
  • 13. technology it is now possible to manufacture large quantities of improved quality in lesstime and investment.‘Paint’ can be briefly described as a homogenous and complex mixture consisting mainlypigments, binders (resins) and solvents. Added to these, are a number of additives, toimpart or enhance certain specific properties. The mixture (paint), when applied as a thincoating of say 25 to 50 microns (one to two thousand) dries to a hard film due to theevaporation of the solvents, polymerization chemical reaction or both. This dry paint filmhas got the property to obliterate and protect the surface on which it is applied.Evaporation of solvents and chemical reaction are very much dependent on surroundingconditions such as temperature, humidity, ventilation etc., and have an appreciableinfluence on the drying rate of a paint film. The drying will be relatively slower at lowertemperature and higher humidity. According to Indian Standard Specifications TestMethods the drying time is determined at 27c and relative humidity of 65%. The term‘Paint’ and ‘Surface coating’ are often used interchangeably. Surface coating is a moregeneral description of any material that may be applied as a thin continuous layer to thesurface. Paint was traditionally used to distinguish pigmented materials from clear films,which are more properly called ‘Lacquers’ or ‘Varnishes’.Composition of Paint:1. Pigments:Pigments render colors and opacity to the paint. Pigments are solid materials in powderform, incorporated in paints to give opacity, colors or chemical reinforcement to the film.In primers the pigments are mainly incorporated to give rust inhibiting properties.2. Media or Binder or Vehicle:Binders hold the paint together and also bind it to the surface being painted, thuspromoting durability. Paint as explainedearlier is essentially an intimate blend ofpigments, medium and solvent. Pigments have one property in common, i.e., they are all 13
  • 14. powders and as such are of no use in either protection or decoration, until they areblended with materials, which are capable of forming a continuous film, and this formeris known as the medium or binder or vehicle.3. Solvents or Thinners:Solvents give paint its flowing property, enabling brushing/rolling on a surface. In aliquid paint, solvents or thinners serve mainly to reduce the viscosity of the paint in orderto make it suitable for application as required and enable the paint to wet and spread onthe surface in a continuous manner. Depending on the solvent used, paints can becategorized as water-based or oil-based.4. Additives:Additives endow the paint with special properties such as resistance to fungus, rust, etc.Why Paints are used?Normally paints are used in our homes on walls, metal and wooden surfaces to protectfrom corrosion and enhance esthetic value. Eventually these will necessarily needpainting because with time their beauty and strength decreases. Wall surfaces chip andcrack, metal rust and corrode, while wooden furniture and doors get warped andscratched. Different paints have specific properties that prevent or at least delay this.They form a protective layer around the substrate, keeping it relatively safe and protectedfrom environmental abuses. Naturally, since walls are different from metal, which in turnhave properties dissimilar to wood, each surface requires a different type of paint. Today,different paint has been developed, specific to each category.Types of PaintPaints are generally classified into 14
  • 15. • Decorative Paints: Mainly household paints. These are generally of air-drying quality. • Industrial Paints: These can be either of air-drying or stoving quality. These are used on while goods, automobiles, marine transport, coils etc., • High Performance Coatings: These paints generally air dry, at room temperature or with the help of a curing agent. These paints are used for painting structures under marine conditions and in chemical factories like fertilizer, petrochemical in highly corrosive atmospheres. • Varnishes or Lacquers: These can be generally considered as unpigmented paints, i.e. paints without any obliterating properties. • Powder Coatings: These are coating materials in powder form prepared from special solid resins, pigments and hardening agents. They are applied by electrostatic spraying and cured by stoving1.2PROFILE OF THE ORGANISATIONThe motto of the companyThe Company’s motto is “Quality with high valued ethics.” 15
  • 16. The promoter Mr. John Peter, is the founder & Chairman of the Sheenlac Group ofCompanies. He started the business in the year 1962. First venture was a proprietorconcern under the name of “ United Thinner Agencies “ as a trading company.On 26th April 1967 this concern was converted into a registered firm. The firm was doingthe production of thinner and trading activities at No.3, Arunachalam Street,Purasawalkam,ChennaiMr. John Peter then acquired a plot at 109-B. Developed Plots, Ambattur IndustrialEstate, Chennai 600 098 from the Department of Industries & Commerce in 1970 forconstruction a factories and for erection of machinery for production of Paints, Thinner &Allied Products.On 6th November 1971 a new firm was started in the name of “ SphinaxChemical Industries” with its registered office at No.20, Arunachalam Street,Purasawalkam, Chennai – 600 007. The products, which were manufactured andmarketed by the firm, had a very good report in the market and also good rapport with thedealers.To cater the increasing market demand, on 29th July 1977 the firm – “Sphinax ChemicalIndustries” was converted into a private limited company Viz. “Sphinax ChemicalIndustries (P) Ltd”, to enable the company to get the financial assistance and a status inthe market. As part of expanding the market share, started branche offices all over SouthIndia namely, Thrissur, Chennai, Vijayawada, Bangalore & Coimbatore in the year1981.In 1986 the group had started a new paint manufacturing factory under the name ofPolycoat Industries at 48-C, Developed Plots, Ambattur Industrial Estate, Chennai – 600098 exclusively for production of automotive paints & Wood finishes with Mrs.MaryJohn W/o,Mr.John Peter as the Proprietrix.Due to some unavoidable reasons this unit as well as Sphinax Chemical Industries (P)Ltd., were closed in 1989 – 90 and later on started a new partnership firm in the name of“Supercoat Industries” in the year 1991 – 92. 16
  • 17. As part of expansion the company purchased the adjoining plot 108-C, Developed plots,Ambattur Industrial Estate, Chennai – 600 098 and expanded the capacities byconstructing a multi storyed building for storing purpose, a building to accommodate theR&D. In 1997 – 98 the firm Supercoat Industries was again converted into a Proprietrixconcern, with Mrs. Mary John W/o Mr. John Peter as the proprietrix. The company ishaving a Research and Development wing functioning under the able guidance of wellqualified chemists.To cater the increased market demand the “Supercoat Industries” constructed a 3 storiedfactory building with well-equipped machinery in 1999 with capacity to produce 2 Lakhslitres of Paints and Wood finishes in a month. In the same year Supercoat Industries alsoprogrammed for the ISO and obtained thecertificate of ISO 9001 – from BVQI. In 1993the group had started another proprietory concern with Mr.Sudhir John as the proprietorwith the name of “Surface Coating Industries” Located at 139-142, Sidco IndustrialEstate, Thirumazhasai, Chennai – 602 107, exclusively for N.C. Thinner & Wood PolishProduction. The company has a well-equipped plant, with a capacity to produce 7 to 10lakhs litres of Thinner and 2 Lakhs litres of Wood Polish per month.The Proprietor of the concern is Mr. Sudhir John S/o. Mr. John Peter, a well qualifiedperson with chemistry as main also has a experience in the paint field for more than 12years and thus made a turnover of Rs.32 crores in 1999-2000. To meet the increasedmarket demand the Surface Coating Industries acquired a new land at Poonamallee byepass road measuring 12 acres.In the above place 3 factory building were constructed each measuring 500 sq.ft. TheFirst Shed for Thinner Production, which has a capacity to produce 50,000 litres per day.The second shed for production of wood polish, which has a capacity to produce 20,000litres per day. The Third shed is used for storage of packing materials. For the Rawmaterials storage there are about 6 over head tanks. 17
  • 18. HISTORY OF THE ORGANISATION1962- Mr.John Peter Founder and Chairman started "United Thinner Agencies " forManufacturing Thinner and Wood Polish products. Products were marketed under theBrand Name "SHEENLAC". Mr. Krishnamoorthy a business friend was Instrumental incoming the brand name "SHEEN" means Future of Shine and "LAC" means Lacquerpolish.Branch office Opened at Ambattur in Chennai.1971-"Sphinax Chemical Industries" was started on 6th November.1973-Year marked with the launch of Wood Polish in HDPE Bottles, First of its kind inIndian market.Small Packing was introduce to fulfil the needs of the users.1977-Renewal of Sphinax Chemical Industries as Sphinax Chemical Industries (P) Ltd. tocater the increasing market demand.1983-Once again, First of its kind in Indian market the launch of Thinners in Pet Bottles.Construction of Church in Thrissur (Kerala) and handing over to "Malabar IndependentSyrian Church" as a part of Social Commitment.Branch office opened in Kochi.Church in Chennai at Perambur.1984-Branch office opened in Vijayawada.1986-Branch office in Bangalore.1987-Branch office in Coimbatore. 18
  • 19. 1989-"Best Enterpreneur Award" Mr.John Peter founder of Sheenlac group receivedfrom Honorable President of India Shri.R.Venkatraman.1992-Outstanding Award was received by Mrs. Mary John Proprietrix of SupercoatIndustries received from Chief Minister of Tamil Nadu - Shri.M.Karunanidhi.1993-"Surface Coating Industries" a new Manufacturing unit producing Thinner andWood Polish in large scale was started to cater the needs of Northern Markets.1997-Growing needs from the Industrial sector was the initiation of Research andDevelopment unit in Ambattur.1998-Increase in Manufacturing of Paint to 10 KL per batch as a part of Expansion plan.Branch office at Yeshwantpur in Bangalore.1999 - Received ISO 9001 Certification from Bureau Veritas.Branch office in Hyderabad.2000-State of the art "Surface Coating Industries" in 12 acres of plot to Manufacture1,00,000 Ltr per day of Thinners and Wood Polish to face the high demands."Women Enterpreneur Award" Mrs. Mary John Proprietrix of Supercoat Industriesreceived from Minister for Industries Tamil Nadu - Shri. Periasamy."Rashtriya Samman Award" Mr. Sudhir John Proprietor of Surface Coating Industriesreceived from Government of Indias Chairperson CBDT - Smt.S.K.Nigam.Rashtriya Samman Award from 2000 to 2001. 19
  • 20. 2002-"Rashtriya Samman Award" Mr. Sudhir John Proprietor of Surface CoatingIndustries received second time from Central Minister of Finance (State) - Mr. ChengiRamachandran."Vocational Excellence Award" Mr.John Peter received from Rotary Club for hiscommitment to the society. Branch office in Hyderabad.2003-Branch office was opened in Cuttack, Ahmedabad and Pondichery.2004-Noble cause led to construction of one more Church in Perambur (Chennai).2006-Branch office in Kolkatta, Goa, Kochi and Calicut.2007-Branch office in Coimbatore and Ludiana.Amalgamation of all the manufacturing companies as "SHEENLAC PAINTS CORP".2008-Branch office in Raipur.2010-New Factory gearing up in outskirts of Chennai at Vadakanallur.SHEENLAC PRODUCT PROFILESSheenlac products are mainly for wood finishes and it is mainly concentrating on 20
  • 21.  Auto finishes  Architectural products  Wood finishesAuto finishes:Auto primers Zinc chrome metal primer Oil primer brown Zn tech primer1) Auto/General purpose primers Red oxide zinc chrome primer Zinc phosphate primer grey Poxy based Red oxide Zinc Chrome2) Auto under coat surface Speed kote Primer Surfaces3) Auto body filters/putty NC Putty- Grey NC Putty- White KPF Putty KPF Putty White4) Auto top – coat solid colors Synthetic Fast Drying Enamel Acrylic Enamel NC Based Lacquer Aluminum5) Auto top coat metallic finishes 21
  • 22. 2K PU Solid colors Synthetic Fast Drying Aluminum6) Auto top coat clears Fast Dry Hi-Gloss Enamel Clear NC Auto Lacquer Clear Sheenacryl clear 2K Auto PU clear Hi-build 2K PU ClearWood finishes: 1) Melamine base Melamine Base A.C. Melamine Opaque – Matte A.C. Melamine Glossy / Matte 2) Pearl metallic finishes 2K PU Opaque colors -Glossy & Matte 2K PU Mother Pearl 2K PU Coarse silver, Glittering Gold 3) Polyurethane wood finishes PU Insulator Darkening / Decaying of Wood 1K PU Glossy / Matte (SP) 4) Water based wood finishes 22
  • 23. WB Impregnating solution WB PUD sealer – Interior WB Top coat Glossy / Matte- Interior5) Wood fillers & polish OB Wood filler Stopper Filler – Natural French polish - Color / Colorless6) Fillers NC Wood filler7) Sealers NC sanding sealer NC Hi-solid sealer8) Clears NC Cabinet Clear – Glossy Wood Clear GlossyARCHITECTURAL PRODUCTS  Wall paints  Distemper  Emulsion-paints Wall paints 23
  • 24. 1) Interior primers 2) Exterior primers 3) Interior emulsion 4) Premium interior emulsion 5) Luxury interior emulsion 6) Exterior emulsion 7) Premium exterior emulsion Distemper 1) Interior primers 2) Interior emulsion 3) Acrylic distemper 4) Premium interior emulsion 5) Luxury interior emulsion Emulsion-paints 1) Interior emulsion 2) Exterior emulsion 3) Premium interior emulsion 4) Luxury interior emulsion 5) Luxury exterior emulsionCHAPTER 2 24
  • 25. 2.1 DESIGN OF THE STUDYProblem Statement:The study is undertaken to know the dealer expectations while selling a product and tounderstand how the company is different in marketing its product. It is vital for anyorganization in today’s competitive environment to understand the perception of theirdealers by which the company can make the necessary changes according to the dealer’sexpectation and customers requirements. Hence it is named as “A study on dealer’ssatisfaction’’.2.1(a)OBJECTIVES OF THE STUDY:Primary objective : To study the level of dealer’s satisfaction in Sheenlac paints.Secondary objectives:· To know the position of sheenlac against other leading paint companies.· To know the dealer perception towards “sheenlac” in Chennai..· To list out the factors that influences the dealers while taking dealership.· To know the dealers expectation while taking a dealership of a particular brand· To evaluate behavior of dealers while pushing a particular product. 25
  • 26. 2.1(b) SCOPE & LIMITATIONS OF THE STUDYScope of the studyOther than the objectives of the study some of the related factors were also covered inwhich some of them are.  Fast moving brand of sheenlac products.  Dealers opinion on price fluctuation for thinner products.  To know about the standard of the primer products(strategy position).  Whether emulsion and distemper products will survive after their launch.  Promotional scheme of other products.These factors are given more importance while analyzing the market. Since the futurephase was to be adopted after finding out the important factors relating to this market, asincere attempt is made to elicit the above information’s.Limitations of the study  The study was carried out with in Chennai region and nearby areas.  Sample size was reduced to around 70 due to lack of respondents from dealers  Cost & Time factor was a major constraint.  In some cases, communication was not favor and was not convenient for dealers i.e., we have to translate into regional language. (lack of education from dealers side).  This research was conducted among dealers only for obtaining consumer response, further survey among users of cement is suggested. 26
  • 27. CHAPTER 33.1REVIEW OF LITERATURE1. Philip kotler on marketing successful “go-to-market” strategies require integratingdealers wholesalers and logistical organization. Although the overwhelming bulk (97percent) of goods and services is sold through dealers and wholesalers. The dealer’sproduct assortment must match the target market’s expectations. The dealer has to decideon product –assortment breath and depth General Electric Before the late 1990s,GEoperated a traditional system of trying to load its dealers with GE applications. Thendealers access GE’s order- processing system 24 hours a day, they get GE’s best price,GE financing , and no interest charge for first 90 days. In exchange, dealers must committo selling 9 major GE product categories, generating 65 percent of their sales in GEproducts. Now GE provides internet content for each of its 1,500 online dealers.Dealers-distributors have faced mounting pressures in recent years from new source ofcompetition. So when that the company provide their service at the satisfaction level ofdealers. They are processing successful in the market.2. Geoff cousins managing director of Jaguar cars says “dealers satisfaction isgenerate the sales growth and profitability” In schwacke’s 2007 brand monitoring survey,the jaguar brand in Germany achieved first place for overall dealer satisfaction andimproved from last year’s result by nine places. More than 1,000 dealers were questionedregarding their satisfaction with their brand and Jaguar came first not only in the overallranking but also in the important category which showed an improvement of eight places.Managing Director of Jaguar cars, commented: “I am delighted that both dealershipshave been recognized for the great work that they do. Its an out standing achievement tobe chosen over the tough competition from our main competitors. The level ofsatisfaction is 18 measured in six key areas: service initiation, service advisor, indealership experience, service delivery, service quality and user-friendly service. 27
  • 28. 3. HONDA motorcycle & scooters(HMIS) and Honda siel cars (HSCI) rank highest indealer satisfaction with their principals in the two-four wheeler industry segments,respectively, according to the findings of the ‘2005 dealer satisfaction study’. The studyrepresents the responses of more than 1,200 two-and four-wheeler dealers to the keyareas of product, management relationship, profit margin, order and delivery, after-salesand parts support, warranty. Ranking for the study are done at the industry segments-level to provide comparisons among similar group of dealers.“The industry average score of reflects a relatively low level of dealer commitment andindicates that dealers are vulnerable to defection. Its an significant increase compared tothe 2002 study” The key building partners is to focus on the most critical areas thatimpact dealer satisfaction and commitment to the manufacturer.Mr. Lochan the managing director said “It is not surprising that dealers expect theirprincipals to be concerned and supportive of their profitability. However, the studyclearly reveals that dealers are equally concerned about other tactical issues such asbranding, advertising effectiveness and support in managing warranty claims”The statement said the dealer satisfaction study conducted from October throughDecember 2005 covering 846 two-wheeler dealers across nine manufacturers and 392four wheeler dealers across eleven manufactures.4. HENRY FORD, 1926 ‘business must be run at a profit, else it will die. But whenanyone attempts to run a business solely for profits and thinks not at all of the service tothe community, then also the business must die, for it no longer has a reason forexistence.Dealers are an important part of our product- led strategy. Our new product introductionswill be of mutual benefit to ford and its dealers will help strengthen our relationship.Ford measure dealer satisfaction with all our brands and regions through variousmethods.Day-to day interactions with our dealer councils and input from third- party surveys.Dealer’s attitude survey results for 2006 reflect an improving trend for over all dealer 28