SPRING INTERNSHIP REPORT

at
ARTEMIS CARS (VOLVO), COIMBATORE

SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE AWARD OF

THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

(Operations Management)
SUBMITTED BY:
Prithvi Jonathan Thomas
16UTC 25
MBA, University of Toledo
PSG Institute of Management
05/02/2018 to 26/03/2018 (Internship Period)
 DECLARATION

I Prithvi Jonathan Thomas hereby state that this final internship report submitted
to PSG Institute of Management , University of Toledo in partial fulfilment of
the requirements of Internship Program in MBA (Master of Business
Administration) Program Class of 2016-2018

The empirical information of this report is based on my experience in

internship. Any part of this project has not been reported or copied to\from any
external sources.

Prithvi Jonathan Thomas

16UTC-25
2016-2018 MBA UT
PSG Institute of Management
PSG Institute of Advanced Studies

16UTC-25 Prithvi Jonathan Thomas 2

 ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to people
who helped me for the accomplishment of this internship.
I express my deepest thanks to Mr. Sunil (Executive Human Resource) Volvo of
Artemis Cars, Coimbatore for guiding me with attention and care and providing
me with an insight into the‘ corporate world and aiding me to put my theoretical
knowledge into practice.
I would also like to thank Mr. AnandaKumar (Sr. Executive Human Resource)
of Artemis Cars
I would also like to thank Mr. Rajeswaran (General Manager ) of Artemis Cars
I would also like to thank the Volvo Sales Team, who were guiding me throughout
the Internship, for giving their time and support which helped me in the completion
of the report. They have also taken pain to go through the project and make
necessary corrections as and when needed.
I express my gratitude to the director Dr. R. Nandagopal of PSG Institute of
Management, for giving me an opportunity and scope to gather practical
experience and enrich my knowledge in the formation of the internship program.
I am grateful to the MBA UT Coordinator of Dr.R. Jagajeevan and other faculty
advisors for their guidance and valuable help in framing this report.
I would like to thank Mrs Geethamani for her constant support and guidance
throughout the MBA Program
Finally, I would like to thank my parents and friends others who supported my
career choices and encouraged me to explore my potential.

16UTC-25 Prithvi Jonathan Thomas 3

 Table of Contents

S.No Particulars Page. No

1 CHAPTER 1 7
INTRODUCTION
1.1 History of Volvo 7
1.2 Vision and Mission 8
1.3 Safety Milestones Achieved at Volvo 9
2 CHAPTER 2 10
COMPANY PROFILE
2.1 History of Artemis Cars and Volvo 10
2.2 Artemis Cars Coimbatore 10
2.3 Core Competencies followed at Artemis Cars 11
3 CHAPTER 3 13
MODELS
3.1 Product lineup 14
4 CHAPTER 4 27
THE INTERNSHIP
4.1 Internship Description 27
4.2 Desired Intern Profile 27
4.3 Training 28
5 CHAPTER 5 29
TECHNOLOGY AND CONCEPTS
5.1 Innovations at Volvo 30
5.2 Innovation Brands & Safety 30
5.3 Drive E 30
5.4 Sensus 32
5.5 IntelliSafe 33
6 CHAPTER 6 36
INTERNSHIP ACTIVITIES
6.1 Learning Process 37
6,2 Internal Micro Analysis 38
6.3 External Analysis (PESTLE) 39

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S.No Particulars Page. No
6.4 Consumer Analysis 41
6.5 Corporate Strategy (ANSOFF matrix) 42
6.6 Business Strategy (Porters Generic Strategy ) 44
6.7 Targeting Strategy 45
6.8 Marketing Strategy 45
6.9 SWOT Analysis of Volvo 46
7 CHAPTER 7 48
INTERNSHIP OBSERVATIONS
7.1 Internship Assessments 48
7.2 Suggestions to the company 49
7.3 Photos taken during the Internship 50
8 CHAPTER 8 57
CONCLUSION
8.1 Bibliography 58

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Preface:

This is the final evaluation report of Internship which commenced on 5th February
2018 to 26th March 2018. The Internship was undertaken at Volvo (Artemis Cars)
at Coimbatore

I am writing this final evaluation report as a result of Internship Program

2018 for the Program of Master of Business Administration at PSG Institute of
Management, Coimbatore as part of the batch 2016-2018 University of Toledo

I would like to thank my college for giving me this opportunity to complete

an internship which has provided me immense experience & knowledge, which I
will be sharing in this report.

I also would like to thank all my friends, family, my colleagues and all those
people whom I met in this time period for their feedback and help which they
provided me. Last but not the least I would like to thanks all the Sales Team of
Artemis Cars Volvo for their able & timely guidance during this internship.

I have learned a lot during these seven weeks and I hope you will find my
working as interesting and knowledge earning as I have and that this report is
showing to all.

16UTC-25 Prithvi Jonathan Thomas 6

 CHAPTER 1 - INTRODUCTION

1.1 History of Volvo

Volvo Cars (Swedish: Volvo personvagnar), stylized as VOLVO in the logo,

is a Swedish vehicle manufacturer established in 1927 and headquartered
on Torslanda in Gothenburg. Although often conflated with the Swedish-
owned heavy truck and construction equipment conglomerate AB Volvo,
also based in Gothenburg, the two firms have been independent since AB
Volvo sold Volvo Cars to Ford Motor Company in 1999. Volvo Cars has
been owned since 2010 by the Zhejiang Geely Holding Group, a Chinese
multinational automotive manufacturing company. Both AB Volvo and Volvo
Cars share the Volvo logo and cooperate in running the Volvo Museum.
Volvo Cars was founded in 1927 as a subsidiary of the ball bearing
manufacturer SKF. The first Volvo rolled off the production line in
Gothenburg way back in 1927 and since then, we’ve gone from strength to
strength, creating world-changing innovations along the way. When AB
Volvo was introduced on the Stockholm stock exchange in 1935, SKF sold
most of the shares in the company.
Volvo Cars manufactures and markets a premium range of cars that
includes sedans, wagons, sports wagons, cross country cars and SUVs
(Sport utility vehicles), station wagons, sedans and compact executive
sedans.
With approximately 2,300 local dealers from around 100 national sales
companies worldwide, Volvo Cars' largest markets are China, the United
States, Sweden, and the other countries in the European Union.Most of its
worldwide employees are based in Sweden.
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In July 2017, Volvo announced that new models launched from 2019 will be
fully electric or hybrid-electric, heralding the end of production of nearly a
century of Volvo vehicles powered solely by the internal combustion
engine.
Volvo is a global brand with manufacturing in Sweden, Belgium and China.

1.2 Vision

Aiming for Zero

Vision 2020 is about reducing the number of people that die or are
seriously injured in road traffic accidents to zero. Protecting and caring for
people is at the heart of Volvo cars philosophy and this is Volvo’s
commitment to saving lives.

1.2 Mission

At Volvo, everything they do starts with people. Volvo’s mission is to make

people’s lives easier, safer and better is something that comes naturally to
us. It’s the Volvo way.

Today, Volvo is still as focused as ever on their three core values: safety,
quality and care for the environment.

Protecting what’s important. Making people feel special. And taking pride in
helping the world become a better place for all

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1.3 Safety Milestones Achieved at Volvo

• 2010 – Pedestrian Detection with Auto Brake, a system that warns the
driver and automatically brakes the car when a collision with a
pedestrian in front of the car is imminent (S60)
• 2012 – pedestrian airbag, covering the A-pillars and the lower part of the
windscreen in case of collision with a pedestrian (Volvo V40)
• 2012 – knee airbag, for the driver (V40)
• 2012 – Upgraded City Safety, now working up to 50  km/h (31  mph)
(S80, V70, XC70, XC60, S60, V60, new V40)
• 2012 – Lane Keeping Aid, a system that steers the car back into the
lane again if it is about to unintentionally drift out of the lane (V40)
• 2012 – Road Sign Information, a system that reads road signs and
displays them in the information display, thereby helping the driver to
remember speed limits, no-overtaking stretches, low-speed areas, etc.
(S80, V70, XC70, XC60, S60, V60, V40)
• 2012 – Enhanced  Blind Spot Information System, now able to detect
approaching vehicles up to 70 meters behind the car (V40)
• 2012 – Cross Traffic Alert, alerting the driver of crossing traffic
approaching from the sides (up to 30 meters away) when reversing out
of a parking space (V40)
• 2013 – Cyclist Detection with Auto Brake, a system that warns the driver
and automatically brakes the car when a collision with a cyclist travelling
in the same direction as the car in front of the car is imminent (S80, V70,
XC70, XC60, XC90, S60, V60, V40)

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 CHAPTER 2 - COMPANY PROFILE

About
Artemis Auto India, the exclusive dealer for Volvo premium passenger cars,
are set to serve your every requirement - Sales and Service.

2.1 History of Artemis Cars and Volvo

Artemis cars are six years old and is an exclusive authorised dealer for
Volvo cars sales, services and spare parts. It was started by Mr. Siva
Ganesh in the year 2012. Artemis cars, started off its operation in the state
of Tamil Nadu during 2011… offering to the city a boutique showroom at a
high end mall bringing in the concept of car showroom in the mall, first of its
kind to south India. Achieving a benchmark of having the maximum number
of footfalls to a luxury car showroom in the city. There is getting the
competitions thinking. The past three years have shown tremendous
growth to Volvo cars in the state closing 2014 with close to 200 cars. They
started their second showroom in Coimbatore in April 2012

Artemis cars now proudly presents to the state of Tamil Nadu the
state of the art flagship store for Volvo cars in the heart of Coimbatore.

2.2 Artemis Cars Coimbatore

Located on the Avinashi Road Highway , Artemis cars Aims and is
committed to providing customers with the highest level of customer
service in both the sales and service departments and building long lasting
relationships based on integrity and a sincere concern for customers
needs.

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 The professional staff at Artemis Cars takes much pride in their
knowledge of the Volvo Cars and SUVs they offer. When you come in to
browse the new Volvo XC90, XC60, S90, S60, V90 and V40 you’ll be
attended to by one of the veteran salespersons who know everything about
Volvo Cars.

Each member of Artemis Cars is committed to making your car

buying experience remarkable and memorable, so that you will want to
revisit the car dealership for all your future needs. From the first moment
you test-drive a Volvo Car, to your initial discussion with the financing
department about securing financing, their goal is to earn your respect.
They encourage you to interact with our team members and ask them all
the questions you have about a particular Volvo model, or about the best
auto financing option for a person’s needs.

2.3 Core competencies followed at Artemis Cars

1. Putting Customers First

Artemis cars put customers first in everything we do. We take

decisions keeping the customer in mind.

2. Challenging Spirit

Artemis cars strive for excellence in everything they do and in the

quality of goods & services we provide. They work hard to achieve what we
commit & achieve results faster than the competitors and we never give up.

3. Team-work

Artemis cars work cohesively with colleagues as a multi-cultural

team built on trust, respect, understanding & mutual co-operation.
Everyone's contribution is equally important for their success.

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4. Frank & Fair Organisation
Artemis cars are honest, sincere, open minded, fair & transparent in
their dealings. They actively listen to others and participate in healthy &
frank discussions to achieve the organisation's goals.

5. Responsive and Responsible After-Sales Support and

Service

Once you have the right car for your taste and lifestyle, Artemis Cars
is here to make routine auto maintenance, and any needed Volvo car
repairs, as simple as possible. The Volvo technicians are highly skilled and
trained in every aspect of luxury car maintenance, diagnosis and repair. Of
course, They only use genuine Volvo parts on your vehicle to best ensure
that it runs at peak performance for many years to come.

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 CHAPTER 3 - MODELS
Artemis Cars is a partner of Volvo with a long term commitment of partnership.

Artemis Cars Has show rooms of Volvo in the following cities:

1) Chennai
2) Coimbatore

The Following are the range of Vehicles offered by Volvo through Artemis:

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 3.1 Product Lineup
SUV’s
The XC 90
The Volvo XC90 is a mid-size luxury crossover SUV manufactured and
marketed by Volvo Cars since 2002 and now in its second generation.
The first generation was introduced at the 2002 North American
International Auto Show and used the Volvo P2 platform shared with the
first generation Volvo S80 and other large Volvo cars. It was manufactured
at Volvo's Torslandaverken. Volvo moved production equipment of the first
generation to China and ended Swedish production at the end of 2014,
renaming the car as the Volvo XC Classic (or Volvo XC90 Classic).
At the end of 2014, the second generation XC90 was introduced. It is
based on a new global platform, called Scalable Product Architecture or
SPA for short. Both generations of the XC90 have won Motor Trend's SUV
of the Year award in their debuts. To reduce the overall car cost for the
Indian Car Market, Volvo decided to Assemble the XC 90 at their Banglore
Plant

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XC90 T8 Plugin-Hybrid

.
The T8 plug-in hybrid version of the XC90 is a vehicle that can be used
both as an electric SUV and as well as a normal SUV that runs on fuel
based on technology used in the Volvo V60 PHEV.The batteries are
situated at the centre of the vehicle can be charged using an electric
vehicle charger and can also store energy recovered by means of
regenerative brakes. Volvo says that the XC90 T8 sacrifices no passenger
or cargo space to accommodate the hybrid equipment. However, the tank
capacity is reduced to 50 L (13.2 US gal; 11.0 imp gal) and there is no
spare tire.
The vehicle emits 49 g/km of CO2 and has an all-electric range of 43 km
(27 mi) under the New European Driving Cycle. Normal driving is
conducted in the default hybrid mode, but the driver can push a button to
switch to a mode that uses only electric power, with zero emission driving.
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Under the U.S. Environmental Protection Agency (EPA) tests, the XC90 T8
has an all-electric range of 14 mi (23 km), with some gasoline consumption
(0.1 gal/100 mi), so the actual all-electric range is rated between 0 to 13 mi
(0 to 21 km).
The EPA, under its five-cycle tests, rated the 2016 model year XC90 T8
energy consumption in all-electric mode at 58 kWh per 100 miles, which
translates into a combined city/highway fuel economy of 53 miles per gallon
gasoline equivalent (MPG-e) (4.4 L/100 km; 64 mpg- gasoline equivalent).
When powered only by the gasoline engine, EPA's official combined city/
highway fuel economy is 25 mpg‑US (9.4 L/100 km; 30 mpg‑imp).
Deliveries of the XC90 T8 PHEV began in the United States in August
2015. Sales in Europe totaled 2,653 units in 2015. Cumulative sales in the
U.S. totaled 488 units up until February 2016. According to Volvo, sales of
the plug-in variant represented 20% of Volvo XC90 global sales by mid-
March 2016.

The XC90 has various models and are Priced accordingly

Models On Road Price

XC90 Momentum ₹ 9491190
XC90 R Design ₹ 10393440
XC90 Inscription ₹ 10760355
XC90 T8 7 Seater ₹ 11735988
XC90 T8 Excellence 4 Seater ₹ 15691640

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The New XC 60

The Volvo XC60 is a compact luxury crossover SUV manufactured and

marketed since 2008 and is now in its second generation.
The XC60 is part of Volvo's 60 Series of automobiles, along with the S60,
S60 Cross Country, V60, and V60 Cross Country. The first generation
model was released in 2008 and introduced a new style for the 60 Series
models. Along with the rest of the lineup, the first-generation XC60 was
refreshed in 2013. The second-generation model, released in 2017, is the
current generation in the series and has received massive bookings over a
short period. It has also won the most luxurious car of the year Award

The XC 60 has only one model and is Priced accordingly .

Model On Road Price

New XC60 D5 Inscription ₹ 6874950

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Estate Hatchbacks
The V90 Cross Country

The Volvo V90 Cross Country is an executive sedan cum Hatchback

manufactured and marketed by since 2016. The estate variant of the S90 is
called the Volvo V90 Cross Country

Previewed before the 2016 Paris motor show, the V90 Cross Country is a
raised height, AWD version of the V90,S90 designed for use on rough
terrain, unsealed roads and for light off-road usage.
•

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 The V90 Cross Country has only one model and is Priced accordingly


Model On Road Price

V90 Cross Country ₹ 7970410

The V40 and V40 Cross Country

The Volvo V40 is a small family car manufactured and marketed by Volvo
Cars since 2012.It was unveiled at the 2012 Geneva Motor Show[3] and has
been on sale in Europe since May 2012, and the United Kingdom since
August 2012.
The V40 was designed by American Chris Benjamin, the interior is the work
of Pontus Fontaeus, and was the last Volvo to be designed under Peter
Horbury, before he moved to Volvo's parent Geely.It is built on the Global C
platform with modifications to the electric power steering, and revised
spring and damper settings.
The engine lineup consists of two petrol engines; a 1.6 litre EcoBoost I4
producing either 150 or 180 hp, dependent on specification, and a 2.5 litre
Volvo B525 I5 producing 254 hp, and two diesel engines; a 1.6 litre PSA
Peugeot Citroen / Ford Duratorq engine, which produces 115 hp, whilst
16UTC-25 Prithvi Jonathan Thomas 19
only emitting 94 g/km of CO2, and a 2.0 litre I5 Volvo diesel engine
available in two versions, 150 hp and 177 hp.
In some countries, the V40 T5 uses a 2.0 litre I5 (B5204T9) producing
213 hp @6000 rpm and 300 nm from 2,700 to 5,000 rpm.
From the model year of 2014, Volvo has begun fitting its in house
developed Drive E (VEA) diesel and petrol engines to the V40. As of
January 2015, these engines are available in the new V40 D4 (replacing
the previous five cylinder D4) and V40 T5 (replacing the petrol five cylinder
T5).
From 2015, Volvo introduced a new D3 engine with a 2.0 litre engine
producing 120HP. Also available is the IntelliSafe safety precrash system.
From 2014, Volvo has fitted their new in house developed Drive-E (VEA)
engines to some models in the range of the V40. Available in both the V40
and V40 Cross Country bodies, the D4 Drive E includes a four cylinder twin
turbo diesel engine rated 190 PS (140 kW; 187 hp) and 400 N⋅m
(295 lb⋅ft), a six speed manual transmission tuned for improved fuel
economy, pressure feedback from each fuel injector, reduced friction, and a
smart valve solution on the cooling system for a more rapid heat up phase
after a cold start.
The T5 Drive-E includes a four cylinder turbo petrol engine rated 243 PS
(179 kW; 240 hp) and 350 N⋅m (258 lb⋅ft), These new engines replace the
older, but identically branded, five cylinder engines.The V40 attracted many
buyers and was the highest selling car for Volvo in the Indian Market

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The Volvo V40 Cross Country
The Cross Country is a version of the Volvo V40 with protective body
panels, bigger wheels and tyres along with an increased ride height. Its T4
and T5 petrol variants feature Haldex Gen-5 All Wheel Drive as an option,
along with Hill Descent Control. The V40 Cross Country is equipped with
more powerful engines than the regular V40

The V40 and the V40 Cross Country has different models and is Priced
accordingly


Models On Road Price

V40 D3 Kinetic ₹ 3480250
V40 R Design ₹ 3925360
V40 Cross Country Diesel ₹ 4033630
V40 CC T4 Petrol ₹ 3720850

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Sedans

The S60 and S60 Cross Country

The Volvo S60 is a compact executive car manufactured and marketed

since 2000 and is now in its second generation.
The first generation (2000–2009)was launched in autumn of 2000 in order
to replace the S70. It had a similar designed estate version called Volvo
V70 and a sports version called S60 R. Styling clues were taken from the
ECC concept car and the S80.
The second generation (2010–present) was released in 2010 for the 2011
model year and has its own estate version, known as the Volvo V60.
The third generation will join the Volvo line-up in 2018 or 2019. It will be
built on a shortened version of the Scalable Product Architecture platform,
in Americas first Volvo factory in Ridgeville, South Carolina.The U.S. will
become the sole global source of the S60 sedan when production in China
is phased out in early 2019

2014 model year update

Changes included all-new exterior panels from the A-pillars forward
including a new hood, front fenders and fascia; a wider grille with a larger
Ironmark is flanked by new headlights while a larger, wider lower front
intake gains bright accents and horizontally mounted LED daytime running
lights; new integrated exhaust pipes at rear, a new Adaptive Digital TFT
Display instrument cluster for select models (R-Design versions include
unique blue instrument dials), new paddle shifters on AWD and R-Design
models , Advanced Quick Shift (AQS) option on all engines and activated
when the transmission is set to sport mode or when using paddle shifters,
IntelliSafe with Pedestrian Detection and Cyclist Detection with full auto
brake and Cross Traffic Alert became part of the Technology Package, a
new radar-based Blind Spot Information System (BLIS) to monitor and alert
the driver to rapidly approaching vehicles behind the car while still
informing the driver about vehicles in the blind spots on both sides of the
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car, Cross Traffic Alert with radar sensors at the rear end of the car to alert
the driver to crossing traffic from the sides when reversing out of a parking
space. This is still the current generation

S60 Cross Country

The Cross Country is a version of the Volvo S60 with, bigger
wheels and tyres along with an increased ride height. The S60
Cross Country is equipped with more powerful engines than
the regular S60. AWD version of the S60 designed for use on
rough terrain, unsealed roads and for light off-road usage.

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 The S60 has various models and are Priced accordingly
Models On Road Price
S60 D4 Kinetic ₹ 4086750
S60 D4 Momentum ₹ 4712310
S60 D4 R Design ₹ 5073210
S60 Cross Country ₹ 5410050
S60 Pole Star ₹ 6804515

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The S90
Before its reveal, the first official pictures of the S90 were revealed on
Wednesday, 2 December 2015. The S90 was unveiled to the public in
January 2016 at the North American International Auto Show in Detroit,
Michigan. The S90's design was well-received, winning the Production Car
Design of the Year award for 2015.

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While not a direct successor to the second generation S80, the S90
replaces it as the flagship sedan in Volvo's lineup.One trim levels available,
Inscription. A long wheelbase version was announced and is available in
the United States. A special, stretched[version of the S90 is made in China,
primarily for that market. It is stretched by 12 cm. behind the b-pillar.
Currently, this variant is not badged as “S90L". It is also sold in the United
States and Europe beginning with the 2018 model year.
The S90 has only one model and is Priced accordingly


Model On Road Price

S90 D4 Inscription ₹ 7171430

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 CHAPTER 4 - THE INTERNSHIP

4.1 Internship Description:

• Identifying prospective clients
• To reach the prospects through phone or e-mail
• Drafting customer requirement specification
• Preparation of Marketing Collaterals like corporate brochures, etc
• Should effectively plan & execute the Sales strategy.
• Effort estimation and costing
• Client relationship management
• Work directly with the service team to ensure delivery of Cars.
• Interacting with the operations team to ensure that requirements are
clear.
• Learn and maintain in-depth knowledge of products and services
• Perform Market Research to identify new segments/verticals, competitor
analysis etc.

4.2 Desired Intern Profile:

• Strong communication skills both oral and written.
• Good presentation skills. Proficiency working on MS-Office
• Ability to build conversation and should have good convincing skills
• Quick learning abilities, adaptability to change, multitask.
• Ability to make first level cold calls, breaking through the gatekeepers.

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4.3 Training:

Training was undertaken by the Volvo Showroom [ARTEMIS CARS,

Coimbatore] .Whenever a new car is launched, the entire marketing &
sales crew is sent to this facility for a period ranging from a week to
fortnight for training. An exhaustive training is undertaken with respect to
every detail of the new car & the USP it offers. The training is given with
special stress to the quality of the product, its brand value, the Volvo Safety
, Comfort & experience.

The training will be a combination of Board room training as well as

floor level training with live performance example of the product.

The training will include even details like usage of specific jargons
[name of the patented feature in the product] & also effective
communication which should be informative to the customer as well as
please them.

The basic underlying assumption with which the training is conducted

is that all the marketing & Sales executives deal with customers who are
high net worth individual, who want perfect information in the most
agreeable manner. At every step of training it is obvious that no room for
error is available & customer ecstasy is the obvious agenda behind it
.
For example during the training of XC 60 [recently launched in India]
the importance of the launch of this vehicle was stressed. The vehicle is the
Most Luxurious SUV of the year in India [68 lacs] left with an intention to
capture the upper middle class of Indian market.

The Company’s Business Strategies, and other various aspects were

discussed and taught by the Sales Executives . All the features present in
the cars like ‘E Drive’ system, SENSUS , IntelliSafe, many more features
were also thoroughly explained during the training.
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 CHAPTER 5 - TECHNOLOGY AND CONCEPTS LEARNT AT VOLVO

THOMAS INGENLATH - SENIOR VICE PRESIDENT DESIGN Says

“Our future cars will express the soul of Sweden

in new and exciting ways”.
For the Volvo Group, technology means the aspiration to move forward,
constantly working together to improve and do better. It means creative and
innovative engineers and evolutionary and revolutionary problem solving.
Volvo constantly refine today’s technology in parallel with the development
of new, disruptive technologies within automation, electromobility and
connectivity.

Show, don't tell

The CONCEPT OF “SHOW, DON’T TELL” was first revealed to the world
with the trio of concept cars that set out to embody Swedish design, love of
the outdoor life and creativity. These were a calling card: that a new era of
design had begun at Volvo.
 
“The first coupe concept did the biggest thing in pushing the brand. wanted
people to say, ‘Oh, wow. Can Volvo really be that?’ The second car, the XC
Concept, was like coming home. Suddenly, there was no question: this is a
Volvo. Volvo took the classic elegance of the Coupe – the chrome, leather
– and changed it so that the same shape becomes an ultra-modern sport
wagon, just through the use of colour and material.
 
“The last model – that was the one where Swedishness gained a really
modern touch – is a two-door estate. If anyone can do that convincingly,
then Volvo can. It is new for Volvo,” says Ingenlath, “but it was not a
question of inventing a style just because we need a new design language
– it was from the content, which is being transported through the design.”
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 5.1 Innovations at Volvo

Innovations within transport will reshape the cities of tomorrow. Automated

driving, electromobility and connected vehicles will allow for quieter, cleaner
and safer megacities to grow and prosper. The Volvo Group, technology
means the aspiration to move forward, constantly working together to
improve and do better. It means creative and innovative thinking,
evolutionary and revolutionary problem solving - all in order to reach
Volvo’s vision:
"Be the most desired and successful transport solution provider in
the world “

5.2 Innovation Brands & Safety

5.3 Drive-E

Volvo’s innovative new powertrains strike the perfect balance between

power and efficiency, giving you the driving pleasure you desire from a
Volvo and incredibly low emissions and fuel consumption.
They combine lightweight engines with supercharging, turbocharging and
electrification for outstanding performance with less impact on the
environment. It’s intelligent technology that gives you the best of all worlds.
Volvo calls it Drive-E.

Responsive power
Volvo’s Drive-E range includes some of the world’s most powerful four-
cylinder engines. This new family of powertrains uses supercharging and
turbocharging, as well as advanced transmissions, to provide responsive
power with far lower fuel consumption and emissions. Electrification allows
us to achieve even more. In Power mode the XC90 T8 Twin Engine plug-in
hybrid accelerates from 0-62mph in just 5.9 seconds, making it a true high-
performance car.

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The future is electric
Electrification helps us to
create cars that are
luxurious, efficient and
offer zero-emissions
running. That’s why we are
planning a new range of
plug-in hybrid models, and
why our next generation of
cars have been designed
from the outset for electrification. As always we are looking further ahead,
working on ways to improve life in the future.

Clean efficiency
By improving fuel economy and minimising CO2 emissions, Drive-E
technology reduces ownership costs and your impact on the environment.
Drive-E powertrains set new standards for efficiency, making them more
enjoyable to drive and better for the world around us. They are central to
Volvo’s vision of sustainability, and to creating cars that are Designed
Around You.

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 5.4 Sensus

A great experience on the road should encompass the way a car

drives—and the way you feel when you drive it.
So Volvo developed Sensus, their philosophy behind all their
technologies that connect you with your car and the world around you.
Each feature is thoughtfully designed, allowing you to control and
personalise every aspect of the drive, because Volvo wants you to
love your car as much on the inside as you do on the out.
Sensus technology was built with you and your needs at its core. It’s
part of what makes Volvo stand apart from the competition.

Industry recognized technology

Sensus Connect has been recognized by the auto industry as the best-in-
class infotainment system.

Connect in each and every car

No other carmaker has a fully connected system like Sensus available in all
of their models globally.

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 5.5 IntelliSafe

Volvo is committed to making driving easier and safer. Their vision is

that no one should be killed or seriously injured in a new Volvo car by
2020. Today, IntelliSafe technologies support you while driving,
helping to prevent accidents and protecting you if one occurs. Safer
Journeys made more Enjoyable

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16UTC-25 Prithvi Jonathan Thomas 34
 IntelliSafe Auto Pilot

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 CHAPTER 6 - INTERNSHIP ACTIVITIES
With the Help of the Sales Executives , I provided assistance, services to
the customers as per the customer needs. Mainly, we provided services as
a direct approach to the customers compared to online services, as
customers prefer to gain knowledge through a face to face conversation
which they feel is satisfactory.

Here are some activities which were performed over the Internship
Period on a daily routine basis
• Triage- Its like a screening of interns or training session given before
so that they can be answerable to the customers questions. In this
training we were given every needful information about the Cars , its
Features and Pricing

• Daily Report- At the end of the day I used to give a brief summary to
my General Manager/ H.R Manager about what I had learnt for the
entire day in the branch.

• Communication- Artemis Cars gave a lot of Importance to

Communication. The Sales Executives used to educate me about the
various Strategies, Technologies, Innovations used at Volvo. They were
very friendly and encouraged me to be more interactive and always
responded to every Clarification I Had. They also encouraged me to
communicate with the other Employees at Volvo

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 6.1 Learning Process
1) Customer expectations
Artemis Cars frequently has to deal with HNI customers and hence
the expectation of the customer is also extremely high. Hence
customer delight and ecstasy is the first thing we can learn from
Artemis Cars. learning to keep the customer happy was and having
the entire back end team being working towards the customers
satisfaction were all major points

2) Communication
The importance of communication is a very important aspect of
dealing with customer. Language used in the right way can please
almost anybody. And a HNI customer always expects excellent
communication skills.

3) Corporate culture
Corporate culture was very different from society in general. One of
the main learning of corporate culture is that there was always an
arm’s length distance between you and your colleague. Even though
your colleague is very good friend of yours.

4) Accuracy & Professionalism

The Sales Executives at Artemis were very accurate in their
knowledge of the cars and their the work done is one of the best
learning examples .

5) Close looping with customers

This is a corporate word for making sure there are no open ends in
their operations or any other aspect of work. This actually makes
sure whenever troubleshooting an issue, the issue is not just sorted
out but as well as prevention of such issue in future is thought of.
Effective checks are out in place to prevent similar issue triggering in
future.

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 6.2 Internal Macro Analysis

Supplier Power – The power of suppliers is low, especially after the

company has been acquired by the Chinese firm Geely. Thus, by entering
the Chinese market, Volvo will have the opportunity for collaborating with
Chinese suppliers that will most probably offer lower prices than the
European ones. Therefore, it is Volvo that dictates terms rather than their
suppliers.

Buyer power – Considering the fact that Volvo is operating in over 120
countries and dealing with a huge number of buyers, we can conclude that
the buyer power is pretty high. Even though Volvo is offering innovative,
safety enhancements and more environmental friendly products, the
substitutes offered by competitors are large. As a result, the buyers have a
lot of options to choose from and definitely have a power over Volvo.

Competitive Rivalry – The rivalry in the automobile industry is very high.

Volvo has various strong rivals, such as Audi, Mercedes-Benz, and BMW
(mostly cars offering similar features and quality for more or less the same
price.) Volvo’s positioning statement that they are offering the safest cars in
the market is threatened because there are other companies offering high
safety standards as well, such as Mercedes. Therefore, Volvo is not
immune on rivalry pressure anymore, in fact it is more influenced than ever.

Threat of Substitution – The threat of substitution is always present in this

industry. Especially in big cities people tend to switch to other
transportation options and avoid using cars. However, this is not a serious
threat for Volvo because their target market are rather family people whose
need of having a car is higher. Furthermore ,it is notable that mainly country
people are keen on buying Volvo, which means their options of substitutes
are less. Therefore, the threat of substitution (such as public transport) is
certainly not excluded, but yet we can say that it is not very high for Volvo
because their target market are mainly people with a higher need for a big,
safe car.

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Threat of New Entries – Entering the automobile market is certainly very
complicated with extremely high costs. It requires expertise, it is time
consuming and it is expensive. Furthermore, it is very risky because it was
proven over the years that consumers tend to trust more to the companies
with more tradition and experience in the car manufacturing (Mercedes-
Benz.) In this sense, the threat of new entries is not a serious problem for
Volvo. They are affected by the already existent competitors rather than
from the upcoming. Their long presence in the marker gives them a certain
advantage over the newcomers (when having such) so this is not a big
threat for them.

6.3 External Analysis

PESTLE Analysis

Political

• Growing environmental concerns are forcing governments around the

world to introduce harsher regulations for the automotive industry. These
include strict regulations on carbon emissions, increased taxes for cars
with higher carbon dioxide emissions, rise in insurance prices and new
safety regulations. Volvo's main markets (US and Europe) are affected by
the above the strongest.

• Government foreign policies are important to the industry. There are

extreme tax policies adopted by developing countries for local automotive
industry protection.

• Low - emission cars benefit from tax incentives, such as free road tax,
lower insurance prices, free parking and so on.

• BRIC economies are gaining substantial power against of those of the

Western World.

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Economic

• 2008 economic recession has hit the automotive industry immensely.

Many companies field bankruptcy and many auto brands have
disappeared.

• Fuel prices are on the rise.

• Commodity prices are on the rise.

• As the recession is over, we can expect world-wide economic recovery.

However the uncertainty remains high.

• Flat growth rates in developed markets, but good prospects in emerging

markets such as Asia.

Socio - cultural

• Declining birth rates are seen within Europe and USA.

• Smaller families and childless couples are becoming more and more
common.

• "Many cars on the road today are used by singe occupants, commuting to
work"

• People are becoming more conscious of their environmental impact and

they are becoming more eco- friendly.

Technological

• More eco friendly technologies are introduced at an increasing rate.

• Shared technologies can provide substantial benefits.

• Focus is placed on improving energy efficiency and health- related

technologies.

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• Availability of new materials and recycled materials for production can
provide many possibilities.

• Self- driving vehicles are on the way as such technologies are being
developed by major corporations

6.4 Consumer Analysis

According to the data the average Volvo owner is middle aged with 2 and a
half kids and a dog. In order for Volvo to increase its market share, they
should be aware of the changes in customer desires. Volvo has produced
through the years big estate cars with big engines and safe cars. They tend
to go more for the functionality rather than the style. The customer's needs
have changed, and Volvo has to adopt if they want to be successful. Volvo
has been successful in because the customers like big cars, which they
relate with success. “Big car, big success”. In the last decade customers
have started to use smaller cars due to different factors:

Fuel costs: With the increase in fuel cost, it has become more expensive
to drive a big car, and as a result customer tend to buy smaller cars, which
have more fuel efficient engines.

Economic Crises: Also the economic crises in the last 5 years has
decreases the buying power of customers. Big cars are usually more
expensive than smaller cars, and since the resources are limited for the
customers, they want to spend less for a car, and smaller cars are cheaper.

Environment awareness: Customer now care more about the

environment, and smaller cars produce less CO2 emission than big cars.
Customers tend to buy more eco friendly cars, like Toyota.

Smaller families: In the western countries families have become smaller,

due to the decline in the birth rate, and the need for bigger cars has
decreased.

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Government incentives: Government is implementing policies that
penalize the use of big cars due to the environmental issues, and at the
same time the governments are providing incentives to the customers to
buy smaller and more eco friendly cars.

Corporate Objectives

The Volvo Car Corporation is one of the car industry’s strong brands. The
company is committed to :

• Support Business Areas and maximize Customer satisfaction through

superior product performance and excellent service

• Offering customers the best value in selected segments

• Supporting safety of the community and the protection of environment

• Developing the talents of its people through employee empowerment,

working with energy and respect for the individual

• Profitability in all business segments

6.5 Corporate Strategy

ANSOFF MATRIX

Diversification

• Opportunity in Asia (growing economy)

• Increase in environmental concern (new products)

• Social changes especially in Asia, (new products)

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Product Development

• Environmental concern

• Social changes

• Rising prices of petrol (new energy needed)

• Tax inventive for ecological car purchase

• Promote safety through road car accident concern

Business Objectives

Objectives for the Differentiation strategy

Introduce new products: Due to the changes in the customers demand,

VOLVO has to introduce new products, in order to satisfy the expectations
of the customers and increase their market share.

New markets: In the last decade there have been a lot of changes in some
countries. The BRICS countries have had a high economic development
and as a result the disposable income has increased. This is a good
opportunity for VOLVO to increase its number of customers, which would
result in a higher market share.

Innovation: Volvo is known for its innovation strategy, but as the

consumers’ expectation are getting greater and the competitive in this
sector is very high, Volvo has to constantly improve. Volvo has to use its
competitive advantage, like Safety or Environment but should also develop
it further and further. They have to offer unique product that the competition
will need some time to catch up on.

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 6.6 Business Strategy

PORTER’S GENERIC STRATEGY

DIFFERENTIATION:

Product Uniqueness
Providing high quality service Highly engaged in innovation 

Safety innovation and research

Ecological / environmental system and product dev

Target a broad market

Narrow markets are highly competitive especially luxurious one

Safety as well as ecology is a universal concern and should be available for

a wide consumer group.

In order to pull off this differentiation strategy it is important to have these

following characteristics already in place in the company.

As Volvo has the following characteristics, the differentiation strategy

is achievable and could permit the company to grow.

• Good research, development and innovation.

• The ability to deliver high-quality products or services.

• Effective sales and marketing, so that the market understands the

benefits offered by the differentiated offerings (achieved through Volvo
marketing strategy).

Nevertheless as we are not going for a mass marketing strategy, we do not

emphasis on homogeneity through our campaigns.

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 6.7 Targeting Strategy

Because Volvo is operating in different market and the targeted audiences

in these markets are not similar, are not looking for the same
characteristics and perceive cars differently, Volvo has to go for a
differentiated marketing strategy:

6.8 Marketing Strategy

Different Markets:

Because we plan to go into different markets, more especially in BRIC

countries and the audience will not be the same our strategies have to be
different.

Volvo has an effective and high skilled team, therefore they have the
potential to do it for the European Market, however for BRIC countries they
can always contract private marketing companies, which are expert on the
local environment.

Different products:

Volvo does not offer the same products in China as they do in Europe, for
the only reason because the consumer’s need and desire are not the
same. As a result our marketing mix campaigns will have to adapt to the
people we are dealing with. Even though Volvo’s segmenting strategy is to
catch a relatively broad audience, concerned with the environment etc,

To conclude, Volvo will engage with a differentiated marketing strategy to

make it more appealing and personal for the specific audience, while
targeting a very broad audience. By doing several different campaigns we
are ready to rake the risk to make it confusing for the consumer, however
as it is in different market, this risk is very low.

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 6.9 SWOT Analysis of Volvo
STRENGTH
1. Efficient and world class safety standards
2. A high inclination towards maintaining quality, comfort, safety
3. Offers variants of car models to suit the customer preferences
4. Attracts elite class with its elegant as well as classic style
5. Volvo has over 100,000 employees with skilled workforce globally
6. They make the Strongest Cars in the world
7. The XC 60 has won the most Luxurious SUV of the year

WEAKNESS
1. Limited penetration in middle income segment due to high price
especially in the emerging economies
2. Unable to create a huge market share in high priced cars due to
presence of global automobile giants
3. Lack of Marketing Strategies and Techniques Awareness Among
Middle class Segment People
4. Lack of Performance and Driving Pleasure compared to Competitors
5. Lack of Showrooms
6. Lack of Affordable Small Segment Car to cater to the Lower Middle
Class People

OPPORTUNITIES
1. Expanding the Automobile Market and Customers
2. Acquiring more market share in integrating with current entities
involved in automobile business
3. The increasing per capita income and purchasing power

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 4. Improving Business Strategies and Marketing Techniques with the
help of Advertisements through various platforms
5. Introducing New Car Models which is affordable for the Lower Middle
class

THREATS
1. Dominance of other big international automobile companies
2. Improved and innovative features included by competitors
3. Increasing Government Rules and Regulations
4. Increasing usage of government, public transport
5. Rising fuel costs
6. Financial Strain of Customers
7. Better Execution of Marketing Strategies by Competitors

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 CHAPTER 7 - INTERNSHIP OBSERVATIONS
• Most of the customers prefer to invest their amounts in ‘Growth’ as this
increase their returns for the time period.
• Customers go for the big investment only when they have a good
reputation of the car and the Brand
• Only limited customers invest as a lumpsum that is very good for Volvo
and play a major role
• These days the people who are ready to invest in Cars are very smart.
They are very well aware about the Car, its features, plan in which
Car he wishes to invest in so, we need to be more and more aware
about the products to answer their questions.
• Every customer wanted to know about the current market status, after
Sales Support before investing.

7.1 Internship Assessments

• Internship are integral parts of many professional degree programs.
Potentially, they make significant contributions to an educational
experience. “ A Well Organised and carefully supervised program
enhances the students ability to integrate academic knowledge with
practical application, improve job career opportunities after
graduation, create relevance for past and future classroom learning,
develop work place social and human relations skills, and provide the
opportunity for the students to apply communication and problem-
solving skills.
• The value of an internship experience is enhanced when that
experience is carefully and systematic assessed. The evaluations of
the internship experience “provide information about Sales
Techniques, s, knowledge, skills and behaviours of customers. The
challenge is finding those assessment mechanisms that work well to
assess internship experiences.

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 • Both students and the Volvo Employees are given opportunities to
assess the internship program and their experiences associated with
it. This feedback helps those responsible for the program to adjust
course content, assignments and activities so that the degree
program curriculum and the internship are coordinated and
integrated learning experiences.

7.2 Suggestions to the Company

As I Interned at Artemis Cars Volvo for 7 Weeks and from my point of view
there is nothing to recommend to change except some tactics to improve
business and Marketing Strategies .
• Improve Marketing Strategies through advertisements over different
Platforms
• Introduce an App where the customer can Book their Car Online and
customise it and have a final view of their car as to how it look on the
day of delivery

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 7.3 Photos Taken During the Internship Period

The Showroom
Views from the road

The Stock Yard

The XC90 Alongside The XC 60

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 The S60

The XC 60

The V40 R Design

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 The V90 Cross Country

The S90

The Car Transportation Truck

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 The Front Desk

An Overview of the Cars on Display

The V40 Cross Country Alongside The V40 R Design

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 The S90

The V40 Cross Country

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 The Customer’s Waiting lounge

The Board Room

Delivery of an S60

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Inside the S90

The Key of the S90

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 CHAPTER 8 - CONCLUSION
If a customer chooses a Volvo, then they’ve got themselves a secure deal.
Not just because the cars itself meets high standards concerning quality
and availability, but because the customer also gains access to a
comprehensive network of service workshops, an efficient system for parts
supply, round-the clock assistance, financing, driver training and much
more. Volvo Cars offers not just vehicles but also a range of facilities within
servicing and financing that allow the customer to tailor a transport solution
that is perfectly suited to their needs and requirements. The aim is to give
the customer higher vehicle uptime, putting the customer in full control of
their total costs and generate greater products security in their operation.
The range of services offered may vary between different markets.

On the whole, this internship was a useful experience. I have gained new
knowledge, skills and met many new people. I achieved several of my
learning goals.

I got an insight into the professional practice. I learned the different facets
of working within an Automobile Company .

I experienced that financing, as in many organisations, is an important
factor for the progress of projects. Related to my study I learned more
about the Automobile Industry the threats they face. There is still a lot to
discover and to improve. The methods used at the moment are
standardized and a consistent method is in development.

The internship was also good to find out what my strengths and
weaknesses are. This helped me to define what skills and knowledge I
have to improve in the coming time

At last this internship has given me new insights and motivation to pursue a
career in the Automobile Industry

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 Bibliography

• http://www.volvo.com/home.html

• https://www.volvocars.com/in

• https://en.wikipedia.org/wiki/Volvo

• http://www.volvogroup.com/en-en/careers/different-types-of-jobs/
technology.html

• http://www.volvogroup.com/en-en/innovation.html

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