AN ORGANIZATION STUDY AT VOLKSWAGEN HUBLI

TABLE OF CONTENTS

Chapter Contents Page No

EXECUTIVE SUMMARY 02
1 About the organization 3-4
1.1 Nature of business 5
1.2 Products/services 6-18
1.3 Financial information (revenue, net profit for latest year), 19
1.4 Competitors 20
1.5 Area of operation 20-22
1.6 Awards/Achievements 22
1.7 Future plans 23
2 About the Industry 24
2.1 Introduction to Industry 25-27
2.2 Industry Size/Value 28-29
2.3 Competitors 30-33
2.4 Michael Porters Five Forces Model (Optional)
35-36
Porter's Five Forces is a framework for analyzing a
company's competitive environment. The number and
power of a company's competitive rivals, potential new
market entrants, suppliers, customers, and substitute
products influence a company's profitability

3 Details of reporting authority 37

4 Nature of work assigned/job responsibilities (including 38-41

targets if any)
5 Relevance/importance of job to the organization 42-44

6 Strategy/method/work-flow pattern adapted to do the job 45-48

7 Performance/achievement (against targets, if allotted) 49-51

8 Learning experience 52-54

ANNEXURE
 Internship offer letter 56
 Certificate/Appreciation letter (if any)
 Details/evidence of incentives or stipend received
(if any)
 All weekly reports

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EXECUTIVE SUMMARY:

As a Sales and Marketing Intern at the Volkswagen Car Showroom, I have

engaged in various activities aimed at enhancing brand visibility, customer
engagement, and sales performance. Through strategic initiatives and hands-
on experiences, I have contributed to the achievement of key objectives and
bolstered the showroom's reputation in the automotive market.
Customer Relationship Management: Assisted in managing customer
databases and implementing CRM systems to streamline communication
and enhance customer relationships. Conducted follow-up activities to
ensure customer satisfaction and foster long-term loyalty.
Sales Support and Assistance: Provided sales support to the showroom team
by assisting in product demonstrations, test drives, and customer inquiries.
Participated in sales training sessions to enhance product knowledge and
sales techniques.
Event Coordination and Participation: Contributed to the planning and
execution of promotional events, including new product launches and
customer appreciation days. Actively engaged with customers during events
to promote brand awareness and generate leads.
Overall, my tenure as a Sales and Marketing Intern at the Volkswagen Car
Showroom has been marked by proactive involvement, dedication, and a
commitment to driving business growth. Through a combination of strategic
planning, creative marketing initiatives, and attentive customer service, I
have played a pivotal role in advancing the showroom's objectives and
reinforcing Volkswagen's position as a leading automotive brand in the
market. Moving forward, I am eager to continue contributing to the success
of the showroom and further honing my skills in sales and marketing within
the automotive industry.

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CHAPTER: 1

ABOUT ORGANIZATION

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Volkswagen Hubli,

"Part of the Kumar Group, Volkswagen Hubli started operating in 2010. The
dealership serves 8 Districts of North Karnataka. The 3S facility is spread
across 24000sq ft. It has a 5-car display showroom, an 11-bays workshop and
offers used-cars trading facility under Das Welt Auto.

Vision:

Our vision is to be the leading business house in the North Karnataka region,
continue to lead by customer satisfaction, value creation and market
leadership.

Mission:

Our mission is to market quality products to the greater satisfaction of the

automobile users through highly trained, motivated, ethical team and achieve
the leadership in the respective business line. Follow ethical guidelines of the
parent companies and create/ sustain a culture of trust, fairness and integrality
by meeting the expectations of the employees and society at large.

This is a professionally driven company with MIS system and corporate

standard employees, who are known for their competence, hard work,
solidarity, co-operation, supporting nature, have enabled the company to
cross many milestones in our path of success. Industrial relation remained
cordial throughout a period of two and half decades from inception. About
250 plus number of employees are on the role of the company.

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1.1. Nature of business

The nature of the business of a Volkswagen showroom is primarily related to
the automotive industry. Volkswagen is a well-known German automobile
manufacturer that produces a wide range of vehicles, including cars, SUVs,
and commercial vehicles. Volkswagen showrooms serve as retail outlets
where customers can explore, test drive, and purchase Volkswagen vehicles.

Vehicle Display: Showrooms showcase the latest models of Volkswagen

vehicles, allowing potential customers to see the design, features, and
specifications of each car. Test Drives to Customers are often offered the
opportunity to take a test drive to experience the performance and features of
the vehicles firsthand Sales and Financing to Showrooms customers having
sales professionals who assist customers in choosing the right Volkswagen
model based on their preferences and needs. They may also provide
information on financing options. After-Sales Services by Volkswagen
showrooms may offer after-sales services such as vehicle maintenance,repairs,
and the sale of genuine Volkswagen parts and accessories. Customer Service
by Showrooms focus on providing excellent customer service to address
inquiries, assists with the purchasing process, and ensures customer
satisfaction. Promotions and Marketing by Showrooms often participate in
marketing and promotional activities to create awareness about new models,
special offers, and incentives. Brand Representation as official
representatives of the Volkswagen brand, showrooms aim to maintain and
enhance the brand image through adherenceto corporate standards and values.
Technology Integration by Showrooms may incorporate technology, such as
interactive displays or virtual reality experiences, to enhance the customer's
understanding of the brand and its product.

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1.2 Product

VIRTUS

MODEL VIRTUS

PRICE 14,67,965

TRANSMISSION AUTOMATIVE AND MANUAL

FUEL TYPE PETROL

MILEAGE 14 to 16

BODYTYPE SEDAN

VARIANT COMFORT LINE, HIGH LINE, TOP LINE,

GT, GT PLUS

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FEATURES: -

German-engineered for unmatched safety

The Virtus has achieved a prestigious 5-star GNCAP safety rating for both adult and child
occupants, a testament to Volkswagen's continued commitment to engineering for
unmatched safety.

The Virtues is equipped with over 40 safety features including up to 6 airbags

ensuring safety in the event of a critical crash and Electronic Stability Control which
detects critical situations and prevents skidding. Park
Distance Control and rear-view
camera make parking in tight spots
easier than ever. Multi-collision
brakes and Hill Hold Control keep
you secure. While, tire pressure
deflation warning, 3-head rests at
rear, ISOFIX child seat anchorage, and
brake disc wiping make the Virtues a
safe choice.

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40+SafetyFeatures
● ESC (Electronic Stability ● Hill hold control
Control)
● Rain sensor
● Lane change indicator
● Reversing camera
● Immobilizer
● Front fog lamps
● Parking side indicator lights
● Parking sensors (rear)
● Reflector in rear bumper
● All seats with 3-point seat belts
● Auto coming home / leaving
home lights ● Seat belt reminder (driver and
co-driver)
● Headlamp flasher
● Hazard light’s function
● Braking light with high-
mounted stop lamp
● Emergency door locking/
unlocking
● Crash warning signal -
hazard lights on
● Driver side pinch guard
window
● Static cornering light
● Multi-Collision brakes
● Tire pressure deflation
warning
● Brake disc wiping
● EBD - Electronic Brake Force
Distribution
● BA - Brake Assist
● TCS - Traction Control
System
● EDL - Electronic Differential
Lock
● HBB - Hydraulic Brake
Boosters
● Up to 6 airbags

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● Central locking
● Speed sensing door lock
● LED headlamps
● LED daytime running lights
● Impact absorbing body
components
● Side impact protection beam in
doors
● Speed alert system
● Child lock on rear door
● Day and night inner rear-view
mirror

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Colors of car

Reflex
Lava Blue rey

Wild Cherry Curcuma

e ello

Candy

white

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40+SafetyFeatures
TAIGUN

● ESC (Electronic Stability Control)

● Lane change indicator
● Immobilizer
● Parking side indicator lights
● Reflector in rear bumper
● Auto coming home / leaving home lights
● Headlamp flasher
● Hazard lights function
● Braking light with high-mounted stop lamp
● Emergency door locking/ unlocking
● Crash warning signal - hazard lights on
● Driver side pinch guard window
● Static cornering light
● Multi-collision brakes
● Tire pressure deflation warning
● Brake disc wiping
● EBD - Electronic Brake Force Distribution
● BA - Brake Assist
● TCS - Traction Control System
● EDL - Electronic Differential Lock
● HBB - Hydraulic Brake Boosters
● Up to 6 airbags
● Hill hold control
● Rain sensor
● Reversing camera
● Front fog lamps
● Parking sensors (rear)
● All seats with 3-point seat belts

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● Seat belt reminder (driver and co-driver)

● Central locking
● Speed sensing door lock
● LED headlamps
● LED daytime running lights
● Impact absorbing body components
● Side impact protection beam in doors
● Speed alert system
● Child lock on rear door
● Day and night inner rear-view mirror
● Rear defogger
● 5 headrests (for all passengers)
● Reflector sticker inside doors
● Height adjustable driver and co-driverseats

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Colors of car

Rising Blue

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40+SafetyFeatures (TIGUAN)
● ESC (Electronic Stability ● Hill hold control
Control)
● Rain sensor
● Lane change indicator
● Reversing camera
● Immobilizer
● Front fog lamps
● Parking side indicator lights
● Parking sensors (rear)
● Reflector in rear bumper
● All seats with 3-point seat belts
● Auto coming home / leaving
home lights ● Seat belt reminder (driver and co-
driver)
● Headlamp flasher ● Central locking
● Hazard lights function ● Speed sensing door lock
● Braking light with high- ● LED headlamps
mounted stop lamp
● LED daytime running lights
● Emergency door locking/
unlocking ● Impact absorbing body components
● Side impact protection beam in doors
● Crash warning signal -
hazard lights on ● Speed alert system
● Driver side pinch guard ● Child lock on rear door
window ● Day and night inner rear view mirror
● Static cornering light ● Rear defogger
● Multi-collison brakes ● 5 headrest (for all passengers)
● Tyre pressure deflation ● Reflector sticker inside doors
warning
● Height adjustable driver and co-
● Brake disc wiping driverseats
● EBD - Electronic Brake Force ● Isofix child seat preparation
Distribution withtoothier, rear 2x
● BA - Brake Assist
● TCS - Traction Control
System
● EDL - Electronic Differential
Lock
● HBB - Hydraulic Brake
Boosters
● Up to 6 airbags

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Colors of car: -

Nightshade blue Pure White

Kings Red

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TAIGUN

MODEL TAIGUN

PRICE 14,84,291

TRANSMISSION AUTOMATIVE AND MANUAL

FUEL TYPE PETROL

MILEAGE 14 to 16

BODYTYPE SUV

VARIANT COMFORT LINE, HIGH LINE, TOP LINE, GT,

GT PLUS

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TIGUAN

MODEL TIGUAN

PRICE 44,64,918

TRANSMISSION AUTOMATIVE AND MANUAL

FUEL TYPE PETROL

MILEAGE 10 to 15

BODYTYPE SUV

VARIANT ELEGANCE

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Services
Volkswagen car showrooms typically offer a range of products and services related to
Volkswagen vehicles. Here are some common offerings you can expect to find at a
Volkswagencar showroom:
Vehicle Sales: The primary product offered by Volkswagen car showrooms is, of course,
Volkswagen vehicles. This includes a diverse range of cars, SUVs, and possibly commercial
vehicles. Customers can explore different models, trim levels, and options available for
purchaseor lease.
New and Used Cars: In addition to brand-new Volkswagen vehicles, many showrooms also
have a selection of used or pre-owned cars. These may include certified pre-owned vehicles
that haveundergone thorough inspections and come with certain warranties.
Financing and Leasing: Volkswagen showrooms often provide financing and leasing options
tohelp customers purchase their desired vehicles. This may involve partnerships with financial
institutions or in-house financing services.
Test Drives: Car showrooms typically allow customers to schedule test drives to experience
the performance and features of Volkswagen vehicles firsthand. This helps potential buyers
make informed decisions.
Accessories and Merchandise: Volkswagen showrooms may offer a variety of accessories and
merchandise related to their vehicles. This can include items such as car care products,
clothing,and branded merchandise.
Maintenance and Service: Many Volkswagen showrooms have service centers or are affiliated
with authorized service centers. They offer maintenance and repair services for Volkswagen
vehicles, including routine inspections, oil changes, tire rotations, and more.
Warranty and Service Plans: Volkswagen showroom often provide information about vehicle
warranties and may offer extended warranty plans or service packages to provide customers
withadditional coverage and peace of mind.
Trade-In Services: Customers looking to upgrade their existing vehicles may have the option
to trade in their old cars. Volkswagen showrooms typically facilitate this process and assess
the trade-in value of the customer's vehicle.

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a. : FINANCIAL INFORMATION

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1.4. Competitor to Volkswagen

 SWASTI NISSAN
 REVANKAR MOTORS PVT LTD
 MANICK BAG AUTOMOBILES PVT LTD
 MARUTHI NEXA
 RAAM HYUNDAI
 NEXA HUBLI LEKHYA MOTORS PVT LTD
 BELLAD HYUNDAI
 NAGSHANTI KIA
 SHODHATOYOTA
 SUTARIAAUTO CENTRE
 NEXA UNKAL LAKE
 RNS MARUTI SUZUKI
 METRO FORDS
 NEXA REVANKAIR
 LAKEVIEW HONDA
 RENAULT HUBLI
 SVR MITSUBISHI MOTORS
1.5. AREA OF OPERATION

The area of operation for a Volkswagen car showroom, or any car showroom for that
matter, generally refers to the geographical region or location where the showroom is
authorized to sell and service vehicles. The area of operation is typically defined by
the dealership agreement between the showroom and the automaker

Territorial Agreement: Dealerships, including Volkswagen car showrooms, often

have a territorial agreement that outlines the specific region or territory where they
are authorized to conduct business. This agreement may take into account factors
such as population density, market demand, and competition.

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Franchise Agreements: Volkswagen, like other automotive manufacturers, grants

franchises to independent dealerships to sell and service its vehicles. These franchise
agreements specify the rights and responsibilities of both the dealership and the
automaker, including the geographicalarea where the dealership can operate.

Market Demographics: The area of operation for a Volkswagen car showroom may
be determined, in part, by the demographics and characteristics of the local market.
For example, certain showrooms may focus on urban areas with a high population
density, while others may serve suburban or rural communities.

Service and Support: In addition to sales, the area of operation may also include
service and maintenance operations. Customers within the designated area would be
able to access the showroom's service center for routine maintenance, repairs, and
warranty services.

Competition Considerations: The area of operation may be defined in a way that

minimizes overlap with other Volkswagen dealerships to avoid excessive
competition within a specific region. This helps maintain a balance in the
distribution and sales network.

It's important to note that the specifics of the area of operation can vary based on the
terms negotiated between the Volkswagen corporate office and the individual
dealership. Some dealerships may operate in a city, while others may cover a
broader region or even an entire country, depending on the market size and demand.

Kumar Motor Corporation Pvt. Ltd.

 Volkswagen Belagavi #918/4, Old PB Road, Near Alarwad Bridge, NH 48, Halaga,
Dist. Belagavi, Karnataka 590 020.
 Davangere Near GMIT College, Davangere-Harihar Road, Davanagere, Karnataka
577006.
 Hubli No.55, 1-B, Hubli - Dharwad Highway, opposite A.P.M.C, Amargol, Hubli,
Karnataka580025.
 Vijayapura Patil Building, Opp: Hyper Mart, Solapur-Bangalore Highway,
VijayapuraKarnataka 586104.

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 Hospet #2066, Old Bosch Service Centre, Bellery - Hampi Bypass Road,
MP Prakash Nagar,Hospet, Karnataka 583201

1.6 : AWARDS/ACHIEVEMENTS

Award by Company regarding Virtus target achievement

Award by Company regarding Retail target achievement

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1.7 : FUTURE PLAN

Electric Vehicles (EVs): Volkswagen has been making significant investments in

electric vehicles, with plans to expand its lineup of EVs. This includes the
development of new electric platforms, such as the Modular Electric Drive Toolkit
(MEB), which underpins vehicles like theID.3 and ID.4.

Autonomous Driving: Like many other automotive companies, Volkswagen has been
researching and developing autonomous driving technologies. The company may
continue to invest in this area, aiming for safer and more efficient transportation
solutions.

Expansion into New Markets: Volkswagen may explore opportunities to expand its
presence in emerging markets or develop new vehicle segments to adapt to changing
consumer preferences and market trends.

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CHAPTER: 2

ABOUT INDUSTRY

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Automotive Industry Overview:

The automotive industry is a global sector that encompasses the design, development,
manufacturing, marketing, and sale of motor vehicles. It plays a crucial role in the
world economy, providing employment for millions of people and contributing
significantly to technological advancements. Key characteristics of the automotive
industry include:
Diverse Segments: The industry is segmented into various categories, including
passenger cars, commercial vehicles, electric vehicles, luxury cars, and more. Global
Supply Chain: Automotive companies often have complex global supply chains, with
components and materials sourced from different regions. This makes the industry
susceptible to disruptions due to factors like trade tensions, geopolitical events, and
natural disasters. Technological Innovation Rapid advancements in technology drive
innovation in the automotive sector. This includes developments in electric and
autonomous vehicles, connectivity features, and improvements in fuel efficiency and
safety. Environmental Considerations: There is an increasing emphasis on
sustainability and environmental responsibility within the automotive industry. Many
companies, including Volkswagen, are investing in electric and hybrid technologies to
reduce carbon emissions. Regulatory Compliance: Stringent regulations related to
safety, emissions, and fuel efficiency influence the design and manufacturing
processes of automotive companies. Compliance with these regulations is a key aspect
of operating in the industry.
Volkswagen in the Automotive Industry:
Volkswagen, headquartered in Germany, is one of the largest and most well-known
automotive manufacturers globally. Some key points about Volkswagen's role in the
industry include:
Vast Product Portfolio: Volkswagen operates under the umbrella of the Volkswagen
Group, which includes several brands catering to different market segments. Brands
like Volkswagen, Audi, Porsche, and others offer a diverse range of vehicles. Electric
Mobility: Volkswagen has been actively involved in the development of electric
vehicles (EVs). The company aims to transition towards sustainable mobility and
reduce its environmental impact. Global Presence: Volkswagen has a significant

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global presence with manufacturing facilities, research and development centers, and
sales operations in various countries. The company tailors its products to regional
preferences and market demands. Challenges and Controversies: The automotive
industry, including Volkswagen, has faced challenges such as regulatory scrutiny,
market competition, and reputational issues. Notably, Volkswagen dealt with the
"diesel gate" scandal in 2015, where it was revealed that the company had installed
software to manipulate emissions tests. Adaptation to Market Trends: Like other major
automotive players, Volkswagen has been adapting to changing consumer preferences,
technological trends, and industry shifts, including a focus on electric and connected
vehicles.
The automobile industry has changed the way people live and work. The earliest of
modern cars was manufactured in the year 1895. Shortly the first appearance of the car
followed in India. As the century turned, three cars were imported in Mumbai (India).
Within decade there were total of 1025 cars in the city.
The dawn of automobile actually goes back to 4000 years when the first wheel was
used for transportation in India. In the beginning of 15th century, Portuguese arrived
in China and the interaction of the two cultures led to a variety of new technologies,
including the creation of a wheel that turned under its own power. By 1600s small
steam-powered engine models was developed, but it took another century before a
full-sized engine-powered vehicle was created. Brothers Charles and Frank Duryea
introduced the actual horseless carriage in the year 1893. It was the first internal-
combustion automobile car of America, and it was followed by Henry Ford‟s first
experimental car that same year.
One of the highest-rated early luxury automobiles was the 1909 Rolls-Royce Silver
Ghost that featured a quiet 6-cylinder engine, leather interior, folding windscreens and
hood, and an aluminum body. Chauffeurs usually drove it and emphasis was on
comfort and style rather than speed. During the 1920s, the cars exhibited design
refinements such as balloon tires, pressed- Automobile wheels, and four-wheel brakes.
Graham Paige DC Phaeton of 1929 featured an 8- cylinder engine and an aluminum
body.

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The 1937 Pontiac De Luxe sedan had roomy interior and rear-hinged back door that
suited more to the needs of families. In 1930s, vehicles were less boxy and more
streamlined than their predecessor was.
The 1940s saw features like automatic transmission, sealed-beam headlights, and
tubeless tires. The year 1957 brought powerful high-performance cars such as
Mercedes-Benz 300SL.
It was built on compact and stylized lines, and was capable of 230 km ph (144 mph).
This was the Indian automobile history, and today modern cars are generally
light, aerodynamically shaped, and compact

solutions. This includes the development of electric vehicles (EVs) and a commitment
to reducing the environmental impact of its manufacturing processes.
Corporate Challenges: The automotive industry, including Volkswagen, faces
challenges such as evolving regulatory standards, changing consumer preferences, and
the need to navigate the transition to cleaner and more sustainable technologies.
Additionally, global economic conditions, supply chain disruptions, and geopolitical
factors can impact the industry.
The industry of Volkswagen cars is dynamic and continuously evolving, with a strong
emphasis on technological innovation, market adaptation, and sustainability.
Volkswagen's contributions to the automotive sector extend beyond its individual
brand, influencing trends and shaping the industry's response to emerging challenges
and opportunities.

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2.2. INDUSTRY SIZE

The automobile industry in India is on an investment overdrive. Be it
passenger car or two- wheeler manufacturers, commercial vehicle makers or
three-wheeler companies - everyone appears to be in a scramble to hike
production capacities. The country is expected to witness over Rs 30,000crore
of investment by 2010.
Hyundai will also be unmasking the Verna and a brand-new diesel car. General
Automobile s will be launching a mini and may be a compact car.
Most of the companies have made their intentions clear. Maruti Udyog has set
up the second car plant with a manufacturing capacity of 2.5lakh units per
annum for an investment of Rs 6,500 Crore (Rs 3,200 Crore for diesel engines
and Rs 2,718 Crore for the car plant itself).
Hyundai and Tata Automobile s have announced plans for investing a similar
amount over the next 3 years. Hyundai will bring in more than Rs 3,800 Crore
to India.
Tata Automobile s will be investing Rs 2,000 Crore in its small car project.
General Automobile s will be investing Rs 100 Crore, Ford about Rs 350 Crore
and Toyota announced modest expansion plans even as Honda Siel has
earmarked Rs 3,000Crore over the next decade for India - a sizeable chunk of
this should come by 2010 since the company is also looking to enter the
lucrative small car segment.
The Indian automotive market managed to stand up to the vagaries of the
economic meltdown to show slightly growth during fiscal 2008-09. Overall
vehicle sales at 97.23lakh grew 0.71 per cent from 96.54lakh units in 2007-08.
When major automotive markets reported a 30-40 per cent decline, only a
handful of countries managed to show growth. A few months ago, India was
looking at negative growth but has turned around. It is actually better than
expected.

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SIAM has a positive outlook for the current financial year. While it foresees a
7-8 per cent growth for the commercial vehicle segment, the industry body
predicts a 3-5 per cent growth forpassenger vehicles
The passenger vehicle market has weathered the downturn largely due to
market leader Maruti Suzuki which holds 48 per cent of the market. The
compact car giant clocked 7.22lakh units for 2008-09. Closest rival Hyundai
Automobile India sold 2.44lakh cars, a growth of 13 per cent. Most premium
carmakers saw volumes shrink last fiscal. Toyota Kirloskar Automobile‟ s
numbers fell 15 per cent to 46,892 units while Ford India‟s sales were down 17
per cent to 27,976 units. Honda Siel Cars India also saw a 17 per cent
drop at 52,420 units while General Automobile s India was down 8 per cent
to 61,526 units.
Among commercial vehicle makers, all major players saw substantial fall in
volumes. Market leader Tata Automobile s with a 60 per cent plus share,
showed 22 per cent drop in numbers at
2.34 lakh units while Ashok Leyland showed 37 per cent drop at 47,632.
Either‟s sales volume fell 37 per cent at 17,341 units and Force Automobile s
was down 28 per cent at 7,819 units. “The freight movement is unlikely to
improve this fiscal which will impact truck sales.

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2.3 : Industry competitor

Top Volkswagen Competitors & Similar Companies
Founded in 1937 in Wolfsburg, Germany by German Labor Front,
Volkswagen is the largest automobile manufacturer in the world. It is the
biggest company within the Volkswagen group comprising such brands Audi,
Lamborghini, Bentley, Scania, MAN, Skoda and SEAT. Literally translating
into „People‟s car‟ Volkswagen was started as a mass market producer of
affordable cars in Germany at a time when only 1 out of every 50 Germans
could afford a car.
In any business, there are several companies & brands which compete with
each other by offering similar products & services.

For any company to thrive, it is not only important for them to improve their
own products, butto also look at what their competitor is offering.

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Quick Glance:
1. Honda
2. Toyota
3. Nissan
4. Chevrolet
5. Fiat
6. Mitsubishi
7. Maruti Suzuki
8. Tata Motors
9. Skoda
10. Hyundai
11. Volvo
12. Ford
Below we look at the top 12 competitors of Volkswagen.
1. Honda:
Honda is one of the largest manufacturers of automobiles and motorcycles in the world.
It is a Japanese multinational company which operates in North America, Asia and
Europe. Honda is also known for the manufacture of aircrafts and power equipment.
2. Toyota:
In the year 1937, Kiichiro Toyoda founded Toyota in Toyota, Aichi, Japan as a
Japanese automotive firm manufacturer. Toyota Motor Corporation products include
Automobiles, Luxury Vehicles, Commercial Vehicles and Engines under five brands
including the Toyota Brand, Hino, Lexus, Ranz and Daihatsu. Owing to their
innovative hybrid and environmental technology, they are the leaders in the automotive
industry.
3. Nissan:
A Japanese manufacturer of automobiles headquartered in Yokohama, Japan, Nissan is
one of the iconic and well recognized brands of the world. Under its Infiniti, Datsun and
Nissan brands it manufactures and sells cars. It also has performance wing, Nismo
which produced in house tuning products for enhanced performance.

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4. Chevrolet:
Chevrolet, formally known as Chevrolet Division of General Motors, is an automobile
divisionof American manufacturers General Motors. It was founded in the year of 1911
by Louis Chevrolet and William Durant. It headquarters in Detroit, Michigan, USA
with its operation in all parts of the world.
5. Fiat:
FIAT Chrysler Automobile (FCA) group owns the group brand FIAT. FIAT and
Chrysler merged to form the group FCA. FIAT was founded in the year 1899 and it is
an Italian brand.
6. Mitsubishi:
Mitsubishi electric is an Japanese conglomerate which has its business expansions
spread over almost every sector of the industry. Though world has been knowing
Mitsubishi as a car manufacturer, it also has its presence in plethora of sectors
including chemicals, industrial finance, metals, energy, machinery and daily living
essentials. The conglomerate founded Yataro Iwasaki in the 20th century, has now gown
in to a multinational that operates across 200+ different locations worldwide.
7. Maruti Suzuki:
Subsidiary of the Japanese automotive manufacturing company Suzuki, Maruti Suzuki
was founded in 1981 and is headquartered in New Delhi. Beginning a new chapter in
the history of automobiles, Maruti Suzuki India launched the 800, a runaway success
which stood for reliability and ease of ownership. Also known as the people‟s car
manufacturer, it faces stiff competition from other automotive giants such as Hyundai,
Ford, Honda, Tata etc.
8. Tata Motors:
Tata Motors is headquartered in Mumbai, India and is an Indian automotive
manufacturing company. Its products range from trucks, cars, passenger vans, buses
military vehicles and construction equipment. Tata Motors was founded in the year
1945 as locomotive manufacturer and in collaboration with Daimler-Benz AG it‟s
manufactured its first commercial vehicle in 1954.

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9. Skoda:
Skoda, a Czech automobile manufacturer, has lived a journey of over a century and a
quarter. Skoda carries with itself enough experience to manufacture best in the class
automobile, that it does. The brand eventually fell under the Volkswagen umbrella and
since then has been competing with its parent brand as well.
10. Hyundai:
Hyundai motor company is a Korean car manufacturer company. It employs about
75000 peopleworldwide. It has an annual capacity of 1.6 million units.
11. Volvo:
The Volvo brand, Latin meaning „I roll‟ is one of the most recognizable brands across
the world and identified with a promise of superior performance and reliability. Volvo,
the parent brand of Volvo is a world-renowned company headquartered in Sweden with
operations spread across Europe, America, Africa, Asia and Australia. It manufactures
and sells Volvo trucks, cars, construction equipment, buses etc.
12. Ford:
Ford Motor Company is a US based global leader in the automobile manufacturing
industry operating both in commercial vehicles and private cars market. The company
was established in 1903 by Henry Ford. After more than 100 years, the firm is one of the
largest automobile playersin the world.

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Volkswagen in India
Recently Volkswagen paved the way for sustainable market activities in India. With the
investment agreement signed at the end of 2006 the brand sets a new course that unites
two success stories – Volkswagen and India.
Volkswagen AG is to build a new production plant in Pune in the Indian state of
Maharashtra. With investment totaling some 410 million euros, a full production plant
with a press shop, body shop, paint shop and assembly lines is to be built on the 230-
hectare site in the Chaka industrial park near Pune. The German brand and Europe‟s
largest automotive manufacturer will be entering the Indian market to meet the rapidly
growing demand for mobility. Volkswagen will be developing a vehicle in the
foreseeable future specifically tailored to the needs of the Indian market offering all the
features of a genuine Volkswagen.
For the first step the Volkswagen brand will bring locally produced vehicles to the Indian
market up from the third quarter of 2007. To accompany the growing supply of
Volkswagen PassengerCars, the Group has established a separate Indian sales company
in 2007, initially for Volkswagen as well as for Audi. “Volkswagen Group Sales India
Private Limited” registered in Mumbai will distribute locally manufactured and
imported vehicles in India.
Thus, Volkswagen can bring one of it's upper-premium sedan as the first locally
produced vehicle to the Indian market. In April 2006, Volkswagen produced the 14
millionth of its bestseller. The Passat has become the very image of automotive
progress, representing what “Made in Germany” means. This long-term success is
confirmed by numerous accolades from experts, journalists and customers who have
put the car through its paces in recent months. This image is characterized by vehicle
size, drive technologies, safety features such as airbags, ABS and ESP in addition to
quality details including galvanized bodies. Imported vehicles such as the premium
Sports Utility Vehicle Touareg will complement the range

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2.4 : MICHAEL PORTERS FIVE FORCES MODEL

Michael Porter's Five Forces Model is a framework for analyzing the competitive
forces within an industry. Let's apply this model to a Volkswagen car showroom:

1. Threat of New Entrants:

In the automotive industry, the threat of new entrants can be relatively low due to high
initial capital requirements, economies of scale, and brand loyalty. Established
companies like Volkswagen have significant advantages in terms of production
efficiency, distribution networks, and brand recognition.

2. Bargaining Power of Buyers:

Buyers in the context of a car showroom are consumers. The bargaining power of
buyers is moderate. While consumers have many options, brand loyalty, perceived
quality, and unique features in Volkswagen cars can influence their choices. The
availability of information on the internet also empowers buyers to make informed
decisions.

3. Bargaining Power of Suppliers:

Suppliers in the automobile industry can have moderate bargaining power. Volkswagen
relies on various suppliers for components such as engines, electronics, and interior
materials. The availability of alternative suppliers and the scale of production can
impact the bargaining power. Large companies like Volkswagen usually have the
leverage to negotiate favorable terms.

4. Threat of Substitute Products or Services:

The threat of substitutes for Volkswagen cars may come from alternative modes of
transportation (e.g., public transportation, ride-sharing services) or other car brands.
However, the strong brand image, quality, and unique features of Volkswagen cars may
mitigate this threat to some extent.

5. Intensity of Competitive Rivalry:

The automotive industry is highly competitive, with many established players and
constant innovation. Rivalry among competitors, including other car manufacturers, can
be intense. Volkswagen competes with companies producing similar vehicle types and
may engage in pricing strategies, technological advancements, and marketing efforts to
stay ahead in the market.

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In summary, Volkswagen's car showroom faces a moderately challenging competitive

environment with established barriers to entry, moderate buyer and supplier power,
some threat of substitutes, and intense rivalry within the automotive industry.
Adaptability, innovation, and maintaining a strong brand image are crucial for success
in such a competitive landscape.

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3: DETAILS OF REPORTING AUTHORITY

Name of Authority: Mr. Pavan Inchangi

Designation: Sales Head

Company: Volkswagen Hubli.

Contact no: 9606058925

Gmail: sm@VW-Kmcpl.co.in.

Address: No.55, 1-B, Hubli - Dharwad Highway,

opposite A.P.M.C, Amargol, Hubli,
Karnataka 580025.

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CHAPTER: 4
NATURE OF WORK

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As a sales and marketing intern in a Volkswagen car showroom, my role would likely
involve a variety of tasks related to promoting and selling Volkswagen vehicles. There
some common jobresponsibilities and the nature of work that you might be assigned:

Product Knowledge: Gain a deep understanding of Volkswagen's vehicle lineup,

features, and specifications. Be prepared to communicate effectively about the benefits
of different models topotential customers.

Customer Assistance: Assist potential customers who visit the showroom, answering
their inquiries, providing information about vehicles, and guiding them through the
decision-making process. This may include offering test drives to showcase the features
of specific models.

Lead Generation: Work on initiatives to generate leads and potential customers. This
could involve outreach through phone calls, emails, or even organizing events to attract
individuals interested in purchasing a vehicle.

Showroom Presentation: Contribute to maintaining an attractive and organized

showroom environment. Ensure that vehicles are displayed effectively, promotional
materials are well- presented, and the overall showroom ambiance is welcoming.

Marketing Campaigns: Assist in the planning and execution of marketing campaigns to

promote Volkswagen vehicles. This may involve creating promotional materials,
coordinating events, and leveraging digital marketing channels.

Social Media Management: Contribute to the showroom's social media presence by

creating content, engaging with the audience, and sharing updates about Volkswagen
models and promotions.

Customer Relationship Management (CRM): Learn and use CRM tools to manage
customer information, follow up on inquiries, and maintain a database of potential
leads. Sales Support: Collaborate with the sales team to support their efforts. This could
include preparing sales presentations, assisting in negotiations, and facilitating the sales
process.

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Market Research: Conduct research on industry trends, customer preferences, and

competitor activities. Provide insights to the team to help refine sales and marketing
strategies.

Event Coordination: Assist in organizing and coordinating events, such as product

launches, test drive events, or promotions. This may involve liaising with vendors,
preparing promotional materials, and ensuring the smooth execution of events.

Job responsibilities

Product knowledge: As a sales intern, I‟m expected to have a thorough knowledge

about the three cars that we currently have in our showroom. I‟m required to know the
features, pricing and the different discounts that have been going on and explain it to
the customers.
Resolving customer complaints: Whenever a customer has any issues or complaints
with regards to any of the product or after sales service, I‟m required to assist my
manager in solvingtheir grievances as soon as possible.

Maintaining client records: As an intern, the data of the customers who visit the
showroom everyday has to be maintained and reported to the manager at the end of
day.
Motivation for sales: The customers who visit the showroom and those who have
given their details have to be called and checked upon and sometimes also have to be
offered a discount inorder to make a sale.
Coordinating sales efforts with other departments: Since there is a team of 5 interns
for sales and marketing, as an intern, my expertise is in communication and hence, im
the first person to interact with the customer and explain them the features of the model
that they are looking for.
Presenting sales proposals to potential customers: Every week, almost two days all
the 5 interns go to different colleges and distribute pamphlets to the customers and also
interacting with them and inform them about the potential promotion offers that are
currently going on.

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Contact and qualify potential customers: While doing promotions, the customers
that have registered their contact details have to be given a call back and identify the
type of product they are looking for and based on the information, have to be identified
if they can qualify as a potential customer.

Evaluating customer needs: The initial interaction with the customer is very
important to identify what exactly that the customer is looking for and based on that
requirement, show themthe product that is available in the showroom.
Answer questions about the products: Since the products that we sell falls in the
premium range the customer who is willing to purchase it will make sure that all of the
features he would expect is present in the product we are willing and hence I‟m
expected to be patient and convincing at the same time when it comes to answering all
the questions and doubts that the customers have.
Client relationships: Customers are our god without whom there would be no
business. Therefore, it‟s the most important job to keep the customers happy and
maintain good relationship with them and assisting them with everything they need.
Customer service: After sales service and customer service is an important aspect of
the automotive service to ensure the customer has a seamless experience and that the
brand loyalty and brand image is maintained. As an intern, my responsibility includes
handling the customer and their grievances and assist them in providing a good
customer service
Greeting customers: Whenever a customer visits the showroom, it‟s my responsibility
to ensurethat they are greeted and given them refreshments and make sure that they are
kept waiting for too long. It‟s important to give them a good experience and treat them
well.

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CHAPTER: 5
RELEVANCE IMPORTANCE OF WORK

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Customer Engagement and Satisfaction: my role involves interacting directly with

customers, providing them with information about Volkswagen vehicles, and
addressing their inquiries. Positive customer interactions contribute to customer
satisfaction and can lead to increased salesand brand loyalty.

Sales Generation: One of the primary objectives of a showroom is to sell vehicles. my

efforts in lead generation, customer assistance, and supporting the sales team contribute
directly to the organization's revenue generation and overall sales targets.

Brand Promotion: As a sales and marketing intern, you play a key role in promoting the
Volkswagen brand. By effectively communicating the features and benefits of
Volkswagen vehicles, you contribute to building a positive brand image and attracting
potential customers.

Showroom Presentation: Maintaining an attractive and organized showroom is essential

for creating a positive first impression on customers. my role in ensuring that vehicles
are well- presented and promotional materials are displayed effectively contributes to
the overall showroom ambiance and professionalism.

Marketing Campaigns: my involvement in planning and executing marketing

campaigns helps increase brand visibility and attract potential customers. Successful
marketing initiatives can drive traffic to the showroom and positively impact sales.

Social Media Presence: In today's digital age, having a strong social media presence is
crucial for businesses. my role in managing social media platforms contributes to online
brand visibility,engagement, and communication with a broader audience.

Lead Management: my work in lead generation and customer relationship management

is vital for building and maintaining a robust customer database. This information can
be leveraged fortargeted marketing efforts and ongoing customer engagement.

Event Coordination: Events such as product launches, test drive events, or promotions
are essential for creating excitement around the brand and attracting potential
customers. my involvement in event coordination contributes to the success of these

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Market Research: my role in conducting market research provides valuable insights into
industry trends, customer preferences, and competitor activities. This information is
crucial for developing effective sales and marketing strategies.

Training and Skill Development: my internship is an opportunity for personal and

professional growth. By participating in training sessions and gaining hands-on
experience, you contribute to building a skilled and knowledgeable workforce within
the organization.

As a sales and marketing intern in a Volkswagen car showroom, my contributions

directly impact the organization's sales performance, brand image, and overall customer
satisfaction. My role is integral to achieving the showroom's business objectives and
ensuring the continued success of the Volkswagen brand in the market.

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CHAPTER: 6
WORK FLOW PATTERN

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Successfully performing the role of a sales and marketing intern in a Volkswagen car
showroom involves implementing effective strategies, methodologies, and workflow
patterns. Here's a general guide that you can adapt to your specific situation:

Product Knowledge:

Strategy: Develop an in-depth understanding of Volkswagen's product line, features,

andcompetitive advantages.

Method: Attend training sessions, read product literature, and actively engage with
productexperts to enhance your knowledge.

Workflow: Regularly update your knowledge and incorporate new product information
into yourinteractions with customers.

Customer Assistance:

Strategy: Prioritize a customer-centric approach to provide excellent service and meet

customerneeds.

Method: Actively listen to customer inquiries, ask open-ended questions, and tailor
yourresponses to address specific customer preferences.

Workflow: Engage in personalized conversations with customers, ensuring that they feel
valuedand well-informed.

Lead Generation:

Strategy: Implement strategies to generate leads and expand the customer base.

Method: Use multiple channels such as social media, events, and partnerships to attract
potentialcustomers.

Workflow: Regularly update and manage the customer database, and follow up on
leadspromptly.

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Showroom Presentation

Strategy: Ensure the showroom presents a visually appealing and organized display.

Method: Collaborate with the showroom team to arrange vehicles and promotional
materialsattractively.

Workflow: Conduct regular checks to maintain showroom aesthetics and update

displays tohighlight key features and promotions.

Marketing Campaigns

Strategy: Plan and execute marketing campaigns to create brand awareness and
attractcustomers.

Method: Utilize a mix of traditional and digital marketing channels, including social
media,email campaigns, and local advertising.

Workflow: Develop a campaign calendar, coordinate with marketing teams, and

analyze theeffectiveness of each campaign.

Social Media Management

Strategy: Leverage social media platforms to engage with a wider audience.

Method: Create and share engaging content, respond to comments and messages, and
activelyparticipate in relevant online communities.

Workflow: Schedule regular posts, monitor analytics, and adjust the social media
strategy basedon performance.

Customer Relationship Management (CRM):

Strategy Implement a CRM system to manage customer interactions and relationships.

Method Input and update customer information regularly, track customer

interactions, andsegment the database for targeted communications.

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Workflow Use CRM tools to set reminders for follow-ups, send personalized
communications,and gather feedback

Sales Support:

Strategy: Collaborate with the sales team to enhance the overall sales process.

Method: Prepare sales presentations, assist in negotiations, and ensure a seamless

Transition from customer inquiries to the sales process.

Workflow Maintain open communication with the sales team, providing necessary
support andinformation.

Event Coordination

Strategy Organize events to promote the brand and attract potential customers. Method

Plan event details, collaborate with vendors, and create promotional materials.

Workflow Conduct post-event evaluations to assess success and gather insights for future

events.Market Research:

Strategy: Stay informed about industry trends, customer preferences, and competitor
activities.

Method: Conduct regular market research, analyze industry reports, and attend industry
events.Workflow: Compile research findings and share insights with the team to inform
strategic decisions.

Training and Skill Development

Strategy: Invest in continuous learning to enhance skills and knowledge.

Method: Attend training sessions, workshops, and seek mentorship opportunities.

Workflow Set aside dedicated time for ongoing learning, and actively apply new skills
to your role.

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CHAPTER: 7
PERFORMANCE ACHIEVEMENT

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Achieving success in a sales and marketing role at a Volkswagen car showroom

involves measurable outcomes and positive contributions to the dealership's objectives.
Here are key performance indicators and potential achievements that could showcase
my success in the role:

Sales Targets:

Meeting or exceeding monthly and quarterly sales targets set by the dealership.Lead

Conversion Rate:

Successfully converting a high percentage of leads into actual sales.Customer

Satisfaction:

High customer satisfaction scores through feedback and surveys.Showroom

Presentation:

Maintaining an attractive and organized showroom display. Enhances the showroom's

appeal,attracting more walk-in customers.

Marketing Campaign Success

Positive response and engagement from marketing campaigns.Social Media

Engagement:

Growing social media followers and high engagement rates.Customer Relationship

Management (CRM)

Effective use of CRM tools to manage and nurture customer relationships.Sales Support

Contribution:

Positive feedback from the sales team on the quality of support provided.

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Event Success:

Successful planning and execution of promotional events.Market Research Insights

Providing valuable insights from market research activities.Training and Skill

Development:

Demonstrated improvement in skills through training.Innovative Ideas:

Introducing innovative marketing ideas or strategies.Positive Feedback from

Management:

Receiving positive feedback from showroom management.

Acknowledgment of your contributions and potential for career growth within the

organization.Community Engagement

Actively engaging with the local community and creating a positive showroom image.

Continuous Learning:

Actively seeking opportunities for learning and skill development Demonstrates

commitment to personal and professional growth, positively impacting job
performance. Remember that achievements in a sales and marketing role are often
quantifiable and contribute to the overall success of the dealership. Regularly tracking
my performance against these indicators and use them to showcase your contributions
during performance reviews or when seeking career advancement opportunities within
the organization.

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CHAPTER: 8

LEARNING EXPERIENCE

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As a sales and marketing intern in a Volkswagen car showroom, I expect to gain a

variety of valuable learning experiences. Here are some key aspects may encounter
during my internship:

Product Knowledge:

Acquiring in-depth knowledge about Volkswagen's product line, features, and

specifications.Customer Interaction:

Engaging with customers, understanding their preferences, and learning how to

tailor yourcommunication to different individuals.

Sales Techniques:

Learning various sales techniques, including effective pitching, handling objections, and
closingstrategies.
Lead Generation:

Participating in lead generation activities and understanding how to identify and qualify
potentialcustomers.

Showroom Presentation:

Assisting in maintaining an organized and visually appealing showroom environment.

Contributing to the planning and execution of marketing campaigns, both traditional and

digital.Social Media Management:

Managing social media platforms, creating content, and engaging with the online

community.Customer Relationship Management (CRM)

Using CRM tools to manage customer information, track interactions, and follow up on

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Event Coordination:

Participating in the planning and coordination of promotional events.Market Research:

Conducting market research to understand industry trends, customer preferences, and

competitoractivities.

Continuous Learning:

Actively seeking opportunities for training, workshops, and staying informed about
industrydevelopments.

Feedback and Improvement:

Receiving feedback from customers, colleagues, and supervisors and using it for

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CONCLUSION:

As a sales and marketing intern at the Volkswagen car showroom, I have gained valuable
insights and practical experience in the automotive industry. This internship has
provided me with a unique opportunity to understand the dynamics of selling and
marketing premium vehicles, particularly within the Volkswagen brand.

Throughout my internship, I have had the chance to interact with customers, understand
their needs, and effectively communicate the features and benefits of Volkswagen cars.
This hands- on experience has not only improved my interpersonal and communication
skills but has also enhanced my ability to engage with potential buyers and build lasting
relationships.

Working closely with the sales and marketing teams, I have learned the importance of
creating compelling marketing campaigns, leveraging social media, and utilizing
various channels to reach and engage with the target audience. The exposure to real-
world marketing strategies has broadened my understanding of how to position a brand
in a competitive market.

Furthermore, my time at the Volkswagen car showroom has allowed me to witness the
significance of customer satisfaction and brand loyalty. I have been involved in
customer feedback processes, addressing concerns, and ensuring a positive experience
for every potentialbuyer. This aspect of the internship has underscored the importance of
not just making a sale butbuilding a relationship that extends beyond the transaction.

In conclusion, my internship at the Volkswagen car showroom has been an enriching

experience, providing me with a solid foundation in sales and marketing within the
automotive sector. The knowledge and skills gained during this period will
undoubtedly contribute to my future endeavors in the field, and I am grateful for the
opportunity to have been a part of the Volkswagen team.

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Bibliography:

https://www.volkswagen.co.in/en.html

https://www.volkswagendealer.co.in/hubli/volkswagenhubli

https://www.volkswagen.co.in/en/models.html

https://www.volkswagen-group.com/en/half-yearly-financial-report-2023-
17438

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ANNEXURE

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