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HYUNDAI MOTORS PROFILE
Muhammad Agosh 1200122068 Page 1
Type Public
Industry Automobile manufacturer
Founded 1967
Founder(s) Chun !u"yun
#ead$uarters %eoul, South Korea
Area ser&ed 'orld ide
ey people Chun *on "+oo , Chairman and CEO
Products Automobiles and ommer ia! "ehi !e#
,e&enue -%. /0 billion ( 21 )
3et income -%. 9 billion ( 21 )
4mployees 57 125 ( 211)
Parent #yundai ia Automoti&e roup
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Automobile_manufacturerhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Chung_Ju-yunghttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Chung_Mong-koohttp://en.wikipedia.org/wiki/Chung_Mong-koohttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Automobileshttp://en.wikipedia.org/wiki/Commercial_vehiclehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Hyundai_Kia_Automotive_Grouphttp://en.wikipedia.org/wiki/File:Hyundai_logo.svghttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Automobile_manufacturerhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Chung_Ju-yunghttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Chung_Mong-koohttp://en.wikipedia.org/wiki/Chief_Executive_Officerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Automobileshttp://en.wikipedia.org/wiki/Commercial_vehiclehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Hyundai_Kia_Automotive_Grouphttp://en.wikipedia.org/wiki/Types_of_business_entity8/13/2019 Final Hyundai Motor Company-Self Made
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#yundai *otor India 8imited (#*I8) is a holly o ned subsidiary of #yundai
*otor Company %outh orea and is the second lar est car manufacturer and
the lar est passen er car e porter from India: #*I8 presently mar+ets 50
&ariants of passen er cars across se ments: The %antro in the ; se ment the
et< Prime i12 4on and the Premium hatchbac+ i 2 in the ;= se ment theAccent and the >erna in the C se ment the %onata 4mbera in the 4 se ment
and the Tucson in the %-> se ment:
#yundai *otor India 8td continuin ith its tradition of bein the fastest
ro in passen er car manufacturer re istered total sales of 616 2?9 units
&ehicles in the calendar year (C@) 211 an increase of 01:6 percent o&er C@
212: In the domestic mar+et it cloc+ed a ro th of 1?:6 percent ith ?202
units in 211 hile o&erseas sales re by 11: percent ith e ports
accountin for 02 5 units in 211:
#*I8Bs manufacturin plant is located near Chennai hich has ad&anced
production $uality and testin capabilities in the country: In order to pro&ide the
Indian customer ith lobal technolo y #*I8 started its second plant inFebruary 22/ hich produces an additional ?22 222 units per annum raisin
#*I8 s total production capacity to 622 222 units per annum: Apart from
e pansion of production capacity #*I8 currently has ? 9 stron dealer
net or+s across India:
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The production mana ement processes at #yundai *otor India are o&erlaid
ith an or ani
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A(ARDS ) RECO*NITIONS
As one of the fastest ro in automobile companies in India #yundai has
many accomplishments to its credit:
;usiness %tandard " J%tar CompanyK A ard to #yundai *otor India
+D Po er A#ia Pa i-i
#yundai %antro has topped the !L Po er Asia Pacific Initial Duality
%tudy (ID%) that measures product $uality for three years in a ro (@ears227 226 and 227)
#yundai %antro has topped the !L Po er Asia Pacific AP4A8 study that
measures customer satisfaction for three years in a ro (@ears 226 227
and 22/)
#yundai Accent has topped the !L Po er Asia Pacific ID% for 227 andthe AP4A8 study for 226 and 227:
.u#ine## Standard Motorin/
#yundai et< is ;% *otorin s Car of the @ear 227
;% *otorin ;% 1222 Company of the year 227 #yundai *otorIndia 8imited
#yundai %antro is ;% *otorin s Car of the @ear for 1999
CN.C
#yundai et< is the C3;C Autocar Car of the @ear 227
#yundai 4lantra ;est >alue for *oney Car of the @ear 227Muhammad Agosh 1200122068 Page 5
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OR*ANISATIONAL CHART
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PRODUCTS ROLLIN* OUT OF HYUNDAI MOTOR INDIA LTD1
The products that come out of the #yundai *otorBs des+ are
1: %antro Nin: Accent
?: i 2
0: %onata
5: i12 (+appa 1: )
6: et% 1:1: >% 1:1 (175 Tyre = rear spoiler)
?: >% 1:?
0: 8% 1:?
5: 8O 1:?
6: >% C,LI 1:5
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CORPORATE STRATE*Y
MARKETIN* STRATE*Y
%trate y and timin are the #imalayas of mar+etin : 4&erythin else is the
Cats+ills: " Al ,ies
#*I8 has been successful in capturin the car mar+et because of the e cellent
product it has produced: The mar+et research conducted by #yundai sho ed
that Indian cars ere o&ercro ded ith turbans and sarees to beaccommodated: The idea as to create a &oluminous compact car:
#yundai as competin ith *aruti in the small car se ment and it offered
technolo y that other car ma+ers thou ht as too ad&anced for the slo
ro in Indian mar+et: #yundai has no built up a reputation such that it is the
first preference of anybody ho has dri&en or ridden in it:
The mar+etin strate y employed by #yundai for the %antro can be studied ith
insi hts into their %TP analysis and *ar+etin *i :
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STP 2 SE*MENTATION, TAR*ETIN*, POSITIONIN*
*ar+etin is not an e&ent but a process : : : It has a be innin a middle butne&er an end for it is a process: @ou impro&e it perfect it chan e it e&en pause
it: ;ut you ne&er stop it completely:
" !ay Conrad 8e&inson
%e mentation
%e mentation is based upon considerable e&idence that a sin le mar+etin
approach or formula ill not or+ for all members of the community to be
ser&ed:
eo raphic
The re ion of interest of #*I8 for %antro is hole India ith special focus on
Type A and fast ro in Type ; cities across India:
Lemo raphic
A e Anybody of a e bet een 2 02 yrs:
Income Anybody ith an income of o&er 0 la+h p:a:
Eccupation *illennials employed as professionals mana ers and those ant
to buy their first car:
%ocial Class *iddle class -pper middle 8o er -pper and -pper uppers:
Psycho raphic
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Personality Lreamers those ho ant to achie&e bi ambitious price
conscious too+ their first step to ards success and &alue dri&en:
;eha&ioral
;enefits Duality %tyle Price (economical)
-ser status Potential users and first time users
;uyer ,eadiness %ta e Those ho are a are informed interested and
intends to buy
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pro&ided a solid foundation for %antro in India hich sho ed in its sales of
17222 units in ust 5 months: 'ith that started a ourney of %antro hose sales
re at an a&era e of ?2 e&ery year to emer e as the 3o: car in ;" %e menti&in the established leader Nen sleepless ni hts:
#yundai has identified its tar et mar+et based on its pricin strate y: %antro
aims to be the price leader in ;"%e ment cars: It has al ays priced its base
model lo er than Nen or Indica i&in all the features hich they i&e in their
hi her models: 'ith a constant chan e in its positionin strate y #yundai
%antro has succeeded in identifyin its tar et mar+et e&ery time and emer in
as the fastest sellin car in its o n se ment: 'ith the in&ent of %antro Oin
#yundai is loo+in to ards entire ne se ment of consumers and all set to
tar et it to emer e as the mar+et leader in ;" %e ment cars:
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POSITIONIN*
%ince its inception %antro has under one a lot of chan es in terms of its positionin : First it as %antro then %antro Nip dri&e then came %antro Nip
Plus and finally %antro Oin as the latest model:
'hen %antro as initially launched it as positioned as JThe Complete Family
CarK: %ince %antro as launched in ;"%e ment it had *aruti Nen and Tata
Indica as its bi est competitors in that se ment: The stylish MTall ;oyB Lesi n
of %antro to ether ith its slo an helped it to position itself as one of the cars toloo+ upon:
'ith a constant chan e in its positionin #yundai al ays tried to +eep ali&e the
bu
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PORTERS FI%E FORCES MODEL
Muhammad Agosh 1200122068 Page 17
Barriers to Entry
High capital investmente!ui ed
"t ong dist i#ution net$o % o&e'isting pla(e s
"t ong ) ands e'isting
*conomies o& "cale
Threat of Substitutes
"$itching +ost to su#stituteis ve ( lo$
P ice , pe &o mance - ade o&&o& su#stitutes
) and lo(alt( does not e'ist
Bargaining power ofSuppliers
.o su#stitute &o c itical/nputs
"$itching cost & om onesupplie to othe is high
"upplie integ ating&o $a d &o highe p icesand ma gins
Bargaining power ofBuyers
Availa#ilit( o& man(# ands
P ice sensitivit(
)u(e /n&o mation
P oduct di&&e entiation
Rivalry amongexisting firms
*'it #a ie
/ndust ( o$th
/ndust (+oncent ation
ive sit( o& ivals
P ice competition
P oduct di&&e ences
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S(OT ANALYSIS
Muhammad Agosh 1200122068 Page 18
Strengths
) and .ame
a ge ist i#ution .et$o %
ide p oduct o&&e ing atdi&&e ent p ice points
+heapest +a s inco esponding segments
*ncou aging e'po ts
A$a ded man( a$a ds
*conom( $ith technolog(
Weakness
ac% o& in house
.e$ model int oductionlimited to onl( cosmeticchanges
ominance mainl( at lo$elevel onl( "ant o
Opportunity
ise o& /ndian middle classand small cities
A #ooming econom(
ising e'po ts
Threats
Man( pla(e s &ighting &o thesame ca%e
*nt ( o& ne$ pla(e s
+anni#alism
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FUTURE PLANNIN*
#yundai is the second lar est car manufacturer in India and to maintain its
current position the company has chal+ed out a couple of ambitious plans for
the future: #yundai is no loo+in at e pandin into uncharted territories:
,ural India is on the list of #*I8 and plans to e pand to these mar+ets in a bid
to increase their mar+et share:
The orean automa+er is plannin to setup 1222 outlets in rural areas of India
and also introduce an affordable car: This comes as #yundai started to lose
mar+et share to ri&als Ford and >ol+s a en lately: J'e are loo+in stron ly at
these mar+ets and ant to focus on ro in our net or+ there K Ar&ind %a ena
the carma+erBs India director for sales and mar+etin said in an inter&ie
yesterday in 3e Lelhi:
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COMPETITORS
Maruti Su3u0i$# Pro-i!e
In early 19/2s Indian o&t: decided to produce a small car hich ould be
ithin buyin reach of Indian middle class: The ob&ious place to shop for
technolo y as !apan hich had de&eloped orld class capabilities in small
cars by that time: It as not Toyota or 3issan or #onda three lar est players
in !apan but %u
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production capacity of 5lac cars: The company dominated Indian %mall car
mar+et ith a share of 122 in A sa 05 in ; sa and /6 o&erall:
The company has a portfolio of 1/ brands includin
1: /22 (8aunched 19/?)
: Emni (8aunched 19/0)
?: ypsy (8aunched 19/5)
0: 'a on, (8aunched 1999)
5: Alto (8aunched 1997)
6: % ift (8aunched 225)
7: 4stilo (8aunched 227)
/: %O0 (8aunched 227)
9: rand >itara (Imported) (8aunched 227)
12:% ift LNire (8aunched 22/)
11:A"star (8aunched 22/)
1 :,it< (8aunched 229)
1?:4eco (8aunched 212)
10:Alto 12 (8aunched 212)
15: i
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CONCEPTUAL DESCRIPTION OF TOPIC
Introduction
Comparati&e %tudy of *ar+etin %trate ies of T o Automobile CompaniesH
A mar+etin strate y is a process that can allo an or ani
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Ene of the lar est industries in India automoti&e industry has been itnessin
impressi&e ro th durin the last t o decades: Indian automobile industry has a
mi of lar e domestic pri&ate players such as Tata *ahindra ;a a Asho+8eyland and ma or international players includin * Ford Toyota #onda
#yundai etc: To remain in this competiti&e mar+et on has to come up different
ideas and strate ies:
>arious *ar+etin %trate ies enables a firm to e pand business acti&ities for
mar+et reputation to satisfy human ants to lead to speciali
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RESEARCH METHODOLO*Y
RESEARCH DESI*N
A research desi n is purely a simply a frame or+ of plan for the study that
uides the collection and analysis of data: The study is intended to find the
in&estor preference to ards &arious in&estment a&enues: The study desi n is
L4%C,IPTI>4 in nature:
De# ri&ti"e Re#ear h
The Lescripti&e study is fact findin in&esti ation ith ade$uate interpretation:
It is simplest type of research and is more specific mainly desi n to ather
descripti&e information and pro&ides information for formulatin more
sophisticated studies:
LATA CE884CTIE3 H" P,I*A,@ LATA
,4%4A,C# L4%I 3 H" L4%C,IPTI>4 ,4%4A,C#
%A*P8I3 T4C#3ID-4 H" CE3>43I43T %A*P8I3
%A*P84 %IN4 H" 52 P4,%E3%
%A*P84 8ECATIE3 H" 8-C 3E' CIT@
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ANALYSIS AND INTERPRETATION OF DATA
D1:'hile buyin a car hich brand does you prefers
Eption ,esponse
#yundai 2
*aruti
Ethers /
I3T4,P,4TATIE3H 00 people still prefer *aruti brand hile 02 i&e preference to #yundai:
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D : 'hich car you are usin
Eption ,esponse
%antro 6
I12 12
I 2 0
Alto 6
% ift 1
'a on, 0
Ether /
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I3T4,P,4TATIE3H After sur&ey it as found that i12 from #yundai and% ift from *aruti %u
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D?:'hy you choose *arutiQ#yundai car and not other company car
Eption ,esponse
;rand 12
Duality 6
Price /
,an e of Cars /
Complete Pac+a e 10
Ether 0
I3T4,P,4TATIE3H After sur&ey it as found that i12 from #yundai and% ift from *aruti %u
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D0:#o did you find the carBs performance
Eption ,esponse
4 cellent /
ood 2
A&era e 16
Poor 6
I3T4,P,4TATIE3H #ere e found that most of the customers ere satisfyith performance of cars:
D5:#as it met your e pectations
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Eption ,esponse
@es ?
3o 1/
I3T4,P,4TATIE3H Abo&e raph clearly states that 60 customerBse pectations ere met throu h these brands here as fe ere unsatisfied:
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D6:'hat as the main criteria in your mind hile purchase car
Eption ,esponse
8oo+s 6
Performance 16
Comfort /
*ilea e 1
Any Ether /
I3T4,P,4TATIE3H Lurin the sur&ey e found that hile purchasin the carcustomerBs loo+ for the complete car of their choice hich i&es them ood
performance:
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D7:Lo you thin+ prices are reasonable
Eption ,esponse
@es 6
3o 10
CanBt %ay 12
I3T4,P,4TATIE3H *ost customer said that prices of these cars areaffordable for their poc+ets hereas fe said that it is little hi her and some arenot a are:
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D/: 'hich &ersion ould you li+e to purchase
Eption ,esponse
Petrol 0
Liesel 16
8P 12
I3T4,P,4TATIE3H *a imum customers still prefer to buy petrol &ersioncars rather than Liesel or 8P &ersion: 4&en thou h 8P and Liesel &ersionsare economical in use:
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D9: 'hich mar+etin strate ies ha&e attracted you to buy car
Eption ,esponse
T> Ads: 1
8aunch of car 0
3e s Papers /
'ord of *outh 2
Ether 6
I3T4,P,4TATIE3H *ost of the customers prefer to buy after seein someoneelseBs e perience: Thus ord of mouth publicity acts as the *ar+etin strate yfor company:
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D12: #o do you find dealers ser&ices hile buyin car
Eption ,esponse
4 cellent /
ood 2
A&era e 16
Poor 6
I3T4,P,4TATIE3H About 2 customers ere satisfied ith ser&ices pro&ided by the dealers: %ome ere not satisfied as they faced problems li+edelay in deli&erin the cars etc:
FINDIN*SMuhammad Agosh 1200122068 Page 36
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*ost of the customers are attracted throu h media publicity and mouth publicity:
% ift from *aruti and i12 i 2 and %antro from #yundai are most
demanded cars by customers:
Customer prefers Petrol >ersion cars rather than Liesel or 8:P: : &ersion:
*ost of the Customers ere found satisfied ith cars performance:
From sur&ey it as found that around 60 ere *aruti users:
Pricin of cars as found reasonable by most of the customers:
Customers ere satisfied ith dealerBs ser&ice:
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LIMITATIONS OF THE STUDY
8imitation of time as one of the ma or constraints in the study:
#yundai enerally compares itself ith *aruti %u
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SU**ESTIONS AND RECOMMENDATIONS
Impro&e customer ser&ice:
*ore campai nin and e&ents should be done:
3eed to pro&ide additional offer to the customer ho are already usin
#yundai car and ant to buy a ne one:
Company should pro&ide re ular trainin to the sales e ecuti&e:
Leli&ery of car should ta+e less time:
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(ORK DONE
oin to the e&ents
Pamphlatin
oin for the test dri&e of the cars
eneratin the in$uiries
Ebser&ation re ardin pre purchase beha&ior of customers
Lealin ith customers
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CONCLUSION
4&ents and campai nin are &ery effecti&e in eneratin the customers:
*aruti %u
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,4F4,43C4%
*a a
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ANNE4URES
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5UESTIONNAIRE
3ameH ::::::::::::::::::::::::::::::::::::::::::::::::::::::::::::A eH ::::::::::::::::::::::::::::::
enderH ::::::::::::::::::::::::::::::::::::::::::::::::Phone 3oH ::::::::::::::::::::::::::::::::::
EccupationH ::::::::::::::::::::::::::::::::::::::::::::::::
D1:'hile buyin a car hich brand does you prefers
#yundai
*aruti
Ethers
D : 'hich car you are usin
%antro
I12
i 2
Alto
% ift
'a on ,
Ether
D?:'hy you choose *arutiQ#yundai car and not other company car
;randDuality
Price
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,an e of Cars
Complete Pac+a e
Ether
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D0:#o did you find the carBs performance
4 cellentood
A&era e
Poor
D5:#as it met your e pectations
@es 3o
D6:'hat as the main criteria in your mind hile purchase car
8oo+sPerformance
Comfort
*ilea e
Any Ether
D7:Lo you thin+ prices are reasonable
@es 3o
Can t %ay
D/: 'hich &ersion ould you li+e to purchase
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PetrolLiesel
8P
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D9: 'hich mar+etin strate ies ha&e attracted you to buy car
T> Ads8aunch of Car
3e spapers
'ord of *outh
Ether
D12: #o do you find dealers ser&ices hile buyin car
4 cellentood
A&era e
Poor
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