PROJECT REPORT

ON

A Study on Marketing Strategies Adopted by Car Manufacturing

Companies in India

Submitted in partial fulfillment of requirement of Bachelor of Commerce

Honours

B.Com (Hons) 5th Semester (Evening)

Batch 2017-2020

Submitted to: Submitted by:

Ms. Sunita Tomar Alok Kumar

Assistant professor 40824588817

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI

 UNDERTAKING

The project on “A study on Marketing strategies adopted by Car Manufacturing Companies

in India” is completed under the guidance of Ms. Sunita Tomar, Assistant Professoris the
original work by me and it has never been submitted elsewhere.

(Alok Kumar)

40824588817
 Certificate of Completion

I hereby certify that Alok Kumar has completed the project under my guidance on the
title “A study on Marketing strategies adopted by Car Manufacturing Companies in
India”.

Ms. Sunita Tomar

(Assistant Professor)
 ACKNOWLEDGEMENT

It is my proud privilege to express my profound gratitude the entire management of

JAGNNATH INTERNATIONAL MANAGEMENT SCHOOL and teachers of the
institute. I am grateful to Ms. Sunita Tomar for their astute guidance for her
encouragement and sincere support for this project work.

Sincere thanks to all my family members, friends for their support throughout the project
work.

Alok Kumar

40824588817
CONTENTS
CHAPTERS PAGE NO.

CHAPTER 1: Introduction to the topic

CHAPTER 2: Company Profile

CHAPTER 3: Objectives of Research

CHAPTER 4: Research Methodology

CHAPTER 5: Analysis and Findings

CHAPTER 6: Limitations

CHAPTER 7: Recommendations & Conclusion

CHAPTER 8: Appendices

CHAPTER 9: Bibliography
 CHAPTER 1

INTRODUCTION TO THE TOPIC

 INTRODUCTION
A marketing strategy is a process that can allow an organization to concentrate its limited resources on
the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Its a written
plan which combines product development, promotion, distribution, and pricing approach, identifies the
firm's marketing goals, and explains how they will be achieved within a stated timeframe. Marketing
strategy determines the choice of target market segment, positioning, marketing mix, and allocation of
resources. It is most effective when it is an integral component of firm strategy, defining how the
organization will successfully engage customers, prospects, and competitors in the market arena.

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market
needs and reach marketing objectives. Marketing strategies are dynamic and interactive. It may differ
depending on the unique situation of the individual business.

On the Canvas of Indian Economy, Auto Industry occupies a prominent place. Automobile sector is one
of the cores of Indian Industry. Contentious economic liberalization over the years by the Government
of India has resulted in making India as one of the prime business destinations for many global
automotive players.

One of the largest industries in India, automotive industry has been witnessing impressive growth during
the last two decades. Indian automobile industry has a mix of large domestic private players such as
Tata, Mahindra, Bajaj, Ashok Leyland and major international players including GM, Ford, Toyota,
Honda, Hyundai, etc. To remain in this competitive market on has to come up different ideas and
strategies.

Various Marketing Strategies enables a firm to expand business activities for market reputation, to
satisfy human wants, to lead to specialization and efficient performance of production function
climaxing in economic stability.

After liberalization automobile Industry is growing at very high rate and many new companies have also
entered into market. With offering variety of cars in all segments for everyone. So, it is important to
know which company is providing us good quality cars at fair prices and providing better after sales
services. And how they are trying to reach customers.

The most obvious objective marketers have for promotional activities is to convince customers to make
a decision that benefits the marketer (of course the marketer believes the decision will also benefit the
customer).  For most for-profit marketers this means getting customers to buy an organization’s product
and, in most cases, to remain a loyal long-term customer. 

However, marketers must understand that getting customers to commit to a decision, such as a purchase
decision, is only achievable when a customer is ready to make the decision.

A strategy that integrates an organization's marketing goals into a cohesive whole. Ideally drawn

from market research, it focuses on the ideal product mix to achieve maximum profit potential. The
marketing strategy is set out in a marketing plan. It is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.

Marketing is the process used to determine what products or services may be of interest to customers,
and the strategy to use in sales, communications and business development. It generates the strategy that
underlies sales techniques, business communication, and business developments. It is an integrated
process through which companies build strong customer relationships and create value for their
customers and for themselves. Marketing is used to identify the customer, satisfy the customer, and keep
the customer. With the customer as the focus of its activities, marketing management is one of the major
components of business management. Marketing evolved to meet the stasis in developing new markets
caused by mature markets and overcapacities in the last 2-3 centuries The adoption of marketing
strategies requires businesses to shift their focus from production to the perceived needs and wants of
their customers as the means of staying profitable. The term marketing concept holds that achieving
organizational goals depends on knowing the needs and wants of target markets and delivering the
desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization
should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
The field of marketing strategy encompasses the strategy involved in the management of a given
product. A given firm may hold numerous products in the marketplace, spanning numerous and
sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage
such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources.
For example, a start-up car manufacturing firm would face little success should it attempt to rival
Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be
reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made.
Each scenario requires a unique marketing strategy. Listed below are some prominent marketing
strategy models.

DEVELOPING A SUCCESFUL IMPLEMENTATION OF MARKETING

STRATEGY
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market
needs and reach marketing objectives. Plans and objectives are generally tested for measurable results.
Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific
actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by
company, by industry, and by nation, however, time horizons are becoming shorter as the speed of
change in the environment increases. Marketing strategies are dynamic and interactive. They are
partially planned and partially unplanned. See strategy dynamics. Marketing strategy involves careful
scanning of the internal and external environments. Internal environmental factors include the marketing
mix, plus performance analysis and strategic constraints. External environmental factors include
customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of
the technological, economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a company's overarching
statement. Besides SWOT analysis, portfolio analyses such as the GE/McKinsey matrix or COPE
analysis can be performed to determine the strategic focus. Once a thorough environmental scan is
complete, a strategic plan can be constructed to identify business alternatives, establish challenging
goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step
in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if
problems arise in the implementation of the plan the following are the major Development of a
marketing strategy.
1. UNDERSTAND YOUR CUSTOMER - Develop a clear picture of your target customer using
market research and analysis. Understand their pain points and the benefits of your solution.
2. ANALYZE THE MARKET - Some basic market research should allow you to find market data
such as total available market, market growth (historical numbers and projections), market trends,
etc. Having a strong marketing research plan is the first step in building a winning marketing
strategy that will drive sales and grow your business. Market Research is the process of learning as
much about your target market as possible – essential to successful marketing. Without first
researching your potential market, launching a product or service is like shooting in the dark.
Unfortunately, too many small business owners shy away from taking the time to do the thorough
marketing research and strategy that is needed to build a successful business.

3. ANALYZE THE COMPETITION - Ask yourself what other choices your target customers have
to solve their pain point. Research and assess the strengths and weaknesses of each. A solid
competitive marketing strategy is the key to maximizing your business growth. Essentially, a good
competitive analysis involves understanding three main elements:

 Their key pain points (that your product will solve);

 target customers;
 Competitive solutions (other ways the target customer could solve their problem).
 Develop the competitive marketing strategy easily by following these three functions:

 DEVELOP A TARGET CUSTOMER PROFILE - Your target customer is the individual or

individuals who will purchase your product. Hopefully you already have some idea of who your
ideal target customer is (not specific names, but the type of buyer they are: eg, retail sales
managers, or stay-at-home moms, or whatever). You need to get inside your target customer’s
head, and paint as detailed a picture of them as possible. There is often value in narrowing your
market niche by tightening up your target customer profile (eg, stay-at-home moms who work
out of the home, versus all stay-at-home moms), especially if you are a small company or just
starting out.
  IDENTIFY YOUR TARGET CUSTOMER’S PAIN POINTS - It will be much easier to
market and sell your product if it is solving a key problem facing your target customers.
Especially in a recession, other things are considered “nice to have” and it can be much harder to
drive those purchase decisions. Think about the detailed target customer profile you just painted,
and identify the top 3-5 issues that keep them awake at night. How can your product solve one or
more of those pain points? If your product is not a solution to one of your customer’s top
problems, you may need to re-evaluate either your product or your target market.

 IDENTIFY AND ANALYZE YOUR COMPETITORS - Once you have completed steps one
and two, it becomes fairly straightforward to identify your main competitors: just ask yourself
what other solutions your target customer has to their problem. Often your main competitors will
be other companies with products that are very similar to yours. But be on the lookout for
different ways that the customer could solve their pain point – those are competitors also. Now
consider the ways in which your product or service is better than the competitive options at
solving the pain point of your target customer. Make a list and refine it – it should be short and
easy to communicate. This is your Unique Selling Proposition (USP).

4. RESEARCH DISTRIBUTION CHANNELS - What is the best way to deliver your product or
service to your target customers? This will impact your sales strategy and your financials, as well as
your marketing mix.

5. DEFINE YOUR MARKETING MIX 4 Ps

PRODUCT OR SERVICE: -

 What are the top three needs of your target customer base? What keeps your customers awake at
night?
 What unique value do you have to offer that meets those customer needs?
 Will you offer a single product or service, or will you have multiple options to target different
needs or segments?
 PRICE: -

 How do you want customers to perceive your product: the budget choice, the luxury item, or
something in between?
 What is your competitors' pricing, and how does your product or service compare to theirs?
 Will you have a single product at a single price, or offer multiple levels of pricing to target
different segments?

PLACE: -

 Where do your customers typically look for a solution to their need? That could be a physical
place (eg, a retail chain) or a distribution channel or other medium (eg, online).
 How do your competitors get their product to the end customer?
 What are the optimal / fastest / most cost-effective way to deliver your product or service to your
customer?

PROMOTION: -

 What media do your target customers read or view? (magazines, TV shows, websites, blogs,
forums, stores, etc.)
 Where do your customers go to find information to help them solve the problem that your
product or service addresses?
 When will target customers be most receptive to learning about your product or service? (Eg, at a
certain time of year, at a certain place, while doing a certain other activity, etc.).

6. ANALYZE THE FINANCIALS - Put together your marketing budget and evaluate projected
marketing ROI, customer acquisition costs, etc.

7. REVIEW AND REVISE - Continuously evaluate the effectiveness of your marketing strategy, and
revise or extend as needed.

ESSENTIALS OF MARKETING STRATEGY

Any marketing strategy to be worth calling as successful or effective must enjoy certain extra which can
be called as essential or requisites of it. The basic guide lines used to call a strategy a successful one
used by experts are:

1. It is consistent: A marketing strategy to be effective is to consistent with the overall and specific
objectives and policies other strategies and tactics of the marketing organization. Interval
consistency is an essential ingredient of a good strategy as it identifies the areas where the strategic
decisions are to be made imminently or in the long run.

2. It is workable: Any strategy however laudable and theoretically sound is meaningless unless it is
able to meet the ever-changing needs of a situation. In this business world contingency is quite
common and the strategy that strikes at the head to contribute to the progresses and prosperity of
marketing organization.

3. It is suitable: A strategy is emergent of situations or environment. It is subservient of changing

environment of business world. It is but natural that any strategy not suiting to the environment can
impound organization in the compound of danger, distress and frustration.

4. It is not risky: Any strategy involves risk as uncertainty is certain; what is important is that extent of
the risk involved or associated with strategy is reasonably low as compared to its pay-off or returns.
It is because a high risk very strategy may threaten the survival of the marketing organization, let
alone its success, if calculations go fit.

5. It is resource based: A sound strategy is one which is designed in the background of the available
resources at its command. A strategy involves certain amount of risk which can hardly be
segregated. A strategic decision warrants commitment of right amount of resources to the
opportunity and reservation of sufficient resources for an anticipated or “pass through” errors in such
demands of resources.

6. It has a time horizon: The statement “a stitch in time saves nine” that aptly applies to the concept of
strategy. A sound strategy is time bound to be used at the nick of the hour and tick of the
opportunity. It has an appropriate times horizon. This time which is costlier than money and its
horizon banks on the goals to be achieved. The time should be long enough to permit the
organization to make adjustments and maintain the consistency of the storage.
TYPES OF MARKETING STRATEGIES

1. DYNAMIC: The concept of marketing strategy is relative as it is designed to meet the changing
demands of a situation. Each situation and event needs a different strategy that is why strategy
are revised and recast very frequently to cope up with the changes in a given situation or event.

2. FUTURISTIC: A marketing strategy is forwarded looking. It orients towards future. A

marketing strategy is designed to bring out the organization from a ditch of degression to the
path of progress for better change in the coming times.

3. COMPLEX: A marketing strategy is a very complex plan impounding in its compound other
plans or firms of plans which area must to achieve the organizational goals. It is a compendium
or complex of plans within plan to out beat the strength and vitality of others in the line are allied
activities.

4. PROVIDE DIRECTION: Marketing strategies provide a set direction in which human and
physical resources will be allocated and deployed for achieving organizational goals in the face
of change environmental pressure, stress and constraints and restraints.

5. COVERING ALL ASPECTS: Marketing strategies involve the right combination of factors
governing the best results. In fact strategic planning warrants not only the isolation of various
elements of a given but a judicious and critical evaluation of their relative importance.

6. LINK BETWEEN THE UNITS AND ENVIRONMENT: The strategic decisions that are
basically related with likely trends in the changing marketing changes in the government
policies, technological developments, ecological change over’s, social and cultural-overtones.
Then, the ever-changing environment which is external to the organization has impact on it
because unit is the sub systems of supra system namely environment.

7. INTERPRETATIVE: Marketing strategies are the interpretative plans formulated to interpret

and give meaning to other plans in the spot-light of a specific situation or situations. They
demand an adjustment of plans in anticipator of the reactions of those who will be influenced.
Strategic decisions are the result of a complex and intricate process of decision making.

8. TOP MANAGEMENT BLUE-PRINT: Marketing strategies, their formulation is the basic

responsibility of top management. It is because; it is top management that spells out the
 missions, objectives, goals and the policies and strategies are the ways to reach them. Thus, top
management is not only to say where to go but how best to go the terminal point

MARKETING SPECIALIZATIONS

With the rapidly emerging force of globalization, the distinction between marketing within a firm's
home country and marketing within external markets is disappearing very quickly. With this in mind,
firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in
addition to sustaining their competitiveness within home markets.

TECHNOLOGIES USING IN MARKETING

Marketing management can also rely on various technologies within the scope of its marketing efforts.
Computer-based information systems can be employed, aiding in better processing and storage of data.
Marketing researchers can use such systems to devise better methods of converting data into
information, and for the creation of enhanced data gathering methods. Information technology can aid in
enhancing an MKIS' software and hardware components, and improve a company's marketing decision-
making process. In recent years, the notebook personal computer has gained significant market share
among laptops, largely due to its more user-friendly size and portability.

Information technology typically progresses at a fast rate, leading to marketing managers being
cognizant of the latest technological developments. Moreover, the launch of smart phones into the cell
phone market is commonly derived from a demand among consumers for more technologically
advanced products. A firm can lose out to competitors should it ignore technological innovations in its
industry. Technological advancements can lessen barriers between countries and regions.
Using the World Wide Web, firms can quickly dispatch information from one country to another
without much restriction. Prior to the mass usage of the Internet, such transfers of information would
have taken longer to send, especially if done via snail mail, telex, etc. Recently, there has been a large
emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone
applications and more recently,
 CHAPTER 2

COMPANY PROFILE
 COMPANY PROFILE

Hyundai Motor Company has a presence in 168 nations. Hyundai Motor India Limited (HMIL)
is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the second largest
and the fastest growing car manufacturer in India.

The Korean company set up its subsidiary in India in 1996. HMIL’s fully integrated state-of-the-
art manufacturing plant near Chennai boasts some of the most advanced production, quality and
testing capabilities in the country. The company is investing an additional US$ 220 Mn to
expand capacity at this plant to 250,000 units a year in line with its recent designation as HMC’s
global export hub for small cars and to cater to its upcoming product launches India.

HMIL presently markets over 18 variants of passenger cars across four models, the Santro in the
B segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the
SUV segment. The company recorded combined sales of 150,741 units during calendar year
2003 with both Accent & Santro emerging leaders in their respective segments. The company’s
newest launch in India is the Accent Getz in B segment

HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable
environment management practices.

Hyundai Motors is planning to shift certain research and development (R&D) facilities from
Korea and while basic R& D functions will remain in Korea, India will become the R&D hub in
specific areas such as engine, body design or transmission, taking advantage of the available
technology skill in India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since commencement of
commercial production in September 1998 and is all set to emerge as one of the largest exporters
of passenger cars and components out of India.

Between 2003 and 2006 the company will invest $300 million in its Indian operations. It will
increase the assembly line as well as the capacity from the present level of 1.2 lakh to 1.5 lakh
units in the next fiscal and to 2 lakh units between mid-2003 and 2006. Hyundai is looking at
exports of 40,000 units, mostly to Europe, from India.
The planned capital infusion will also be used to expand capacities and fund product launch, the
multi-purpose vehicle Carens. The Carens is expected to be introduced with a price tag of about
Rs 10 lakh. The firm is also exploring the feasibility of rolling out another sports utility vehicle
Santa-Fe.

The company is likely to emerge as one of the top five auto giants in the world in the future.

Hyundai In India
Hyundai Motor India Limited is currently the second largest carmaker after Maruti Suzuki and
largest auto exporter in India. It is making India the global manufacturing base for small cars.
Hyundai sells several models in India, the most popular being the Santro Xing, i10 and the i20.
Other models include Getz Prime, Accent, Terracan, second generation Verna, Tucson, Santa Fe
and the Sonata Transform.

Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of
Tamil Nadu. Both plants have a combined annual capacity of 600,000 units. In the year 2007
Hyundai opened its R&D facility in Hyderabad Andhra Pradesh, employing now nearly 450
engineers from different parts of the country.

Basically the Hyundai Motor India Engineering (HMIE) gives technical & engineering support
in Vehicle development and CAD & CAE support to Hyundai's main R&D center in Nanyang
Korea. In 2010, Hyundai started its design activities at Hyderabad R&D Center with Styling,
Digital Design & Skin CAD Teams.

South Korean car maker Hyundai, which as per reports is also world’s fastest growing automaker
and fourth largest car manufacturer across the globe, has launched a new car, Hyundai EON in
October in India.

Eon is an entry-level car but at the same time it is very spacious with a large boot. The car has
814 cc engine, promising to deliver the mileage of over 20 km per liter. The new Hyundai’s
small car is sure to stir competition in the under Rs 3 lakh price range. Hyundai EON price has
kept its price around Rs 2.5 lakh.

SALES OF HYUNDAI MOTORS LTD. IN INDIA

In year 2010 HMIL grew by 7.8% cumulatively registering total sales of 6,03,819 units as
against 5,59,880 units of 2009 with domestic sales surging by 23.1% over 2009. Domestic sales
accounted for 3,56,717 units in 2010 as against 2,89,863 in the year 2009. Overseas sales
accounted for 2,47,102 units as against 2,70,017 units in 2009 which reflects a decline of 8.5%
for the calendar year 2010.
 SWOT ANALYSIS
A scan of the internal and external environment is an important part of the strategic planning
process. Environmental factors internal to the firm usually can be classified as strengths (S) or
weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats
(T). Such an analysis of the strategic environment is referred to as a SWOT analysis.

The SWOT analysis provides information that is helpful in matching the firm’s resources and
capabilities to the competitive environment in which it operates. AS such, it is instrumental in
strategy formulation and selection. The following diagram shows how a SWOT analysis fits into
an environmental scan:

SWOT Analysis Framework

Environmental Scan
/ \
Internal Analysis External Analysis
/ \ / \
Strengths Weaknesses Opportunities Threat
!
SWOT Matrix

STRENGTHS:
A firm’s strengths are its resources and capabilities that can be used as a basis for developing a
competitive advantage Examples of such strengths of HYUNDAI:

 Hyundai have a good reputation among customers.

 Well established co. since 1993

 Trusted brand in INDIA.

  Strong distribution network all over India.

 It has the maximum number of service station all over.

 Exclusive access to high grade natural resources.

WEAKNESSES:
The absence of certain strengths may be viewed as a weakness. For example, each of the following may be
considered weaknesses;

 Lack of patent protection.

 The company has low brand recognition in A segment and passenger car.

 High cost structure.

 Lack of access to the best natural resources.

 Lack of access to provide the services for dealing of second hand cars.

In some case, a weakness maybe the flip side of a strength . Take the case in which a firm has a large
amount of manufacturing capacity. While this capacity may be considered a strength that competitors do
not share, it also may be a considered a weakness if the large investment in manufacturing capacity
prevents the firm from reacting quickly to changes in the strategic environment.

Opportunities
The external environmental analysis may reveal certain new opportunities for profit and growth. Some
examples of such
Opportunities include;
  An unfulfilled customer need.

 Arrival of new technologies.

 Loosening of regulations.

 Removal of international trade barriers.

Threats:
Changes in the external environmental also may present threats to the firm. Some examples of such
threats include;

 Shifts in consumer tastes away from the firms products.

 Emergence of substitute products.

 New regulations.

 Increased trade barriers.

 MARKET STRATEGY IMPLEMENTATON

Product development with vendors: In case product development part a team of engineers
would be talking to its major vendors for reducing the cost of equipment’s supplied by them.
These vendors are the major suppliers of Hyundai components such as Deep Hyundai, Hans and
Hangiri etc.

Advertising: The advertising may involve the process of advertisements on Television, Radio,
Newspaper, Auto Magazines and events like Auto Expo

a) T.V. Advertising ; T.V. advertising may involve the advertisement at peck hours of
television viewing or during the cricket match time in the slog over which in turn may
lead to maximize exposure and thus maximum impact on final buyers.

b) Advertising in newspaper (twice in weak); The concept of advertising on newspaper

may increase the sale since the newspaper would be able to explain the characteristics
and features of cars, because it is an easy way to reaching the decision makers and thus in
turn may directly influence their decision.

c) Advertising on Radio; with FM catching more and more popularity amongst people
especially people love to listen to FM while driving. Thus, this could be another mean of
influencing the prospects for services like True Value at the time of 1hour in the morning
 and 1 hour in the evening when the people are actually traveling towards their office or
coming come back.

d) Auto Magazines (monthly) and Auto expo (yearly); The Company would advertise on
auto magazine like Auto cars, Motoring etc. where entire information on product and
newer features would be explained. The cover page or back page advertisement would be
used for PRODUCT COMMUNICATION

Celebrity Endorsement; This entirely depends on the company’s policy whether they would
like to spend a fixed amount (which may depending upon the personality). The celebrity would
be the Brand Ambassador for the company like Actor SHAH RUKH KHAN is the Brand
Ambassador for Hyundai Santro.

Incentives / Penalty on meeting a sales target: The company would work with dealers with the
policy of carrot and stick which may involve incentives like a foreign tour package, gifts and
monetary incentives such as increased margin for meeting a sales target or working with dealers
on contractual basis rather than a permanent basis if they are not able to reach sales over a period
of time.

Financing through various Banks: currently Hyundai has its tie up with SBI financing and the
process is limited to getting the car financed through 9000 branches which the firm would go out
to increase along with the financing tie ups with other banks in a way increasing the reach and
more customers.
For rural market a finance scheme for farmers would provide for installments to coincide with
the times when his crop is sold in the market .i.e. CROP CYCLE (paid every six months after the
rabi and kharif harvests).

Assemble line modifications: Since in A1 and A2 segments there is need of

change in the design and specification this would involve change in assembly line.
Vehicle for corporate: Their N2N feet management system would be used for this purpose in
which their main purpose would be to finance the vehicles for corporate.

Achievements of Hyundai Motors India Ltd :

Hyundai Santro Crosses the Million Mark; HMIL achieved yet another mile stone by selling more
than 1 million Santro in the domestic and Export market since its introduction in 1998. Santro is India s
first high Technology compact car. Commenting on the achievement, H.S. Lheem, MD, HMIL, said,”
This new record of selling 1 million Santro exemplifies the unmatched equity of the Santro brand across
the world. Santro offers refined ride, impressive fuel economy and comfortable interiors.

Hyundai’s 2nd all India free car care clinic; HMIL, recently Conducted its second nationwide free car
care clinic campaign from Jan29th- Feb 11th 07 at over 310 Hyundai dealer workshops across the
country. The clinic was conducted to facilitate Hyundai car better and at a reasonable cost. The Free Car
Care Clinic offered a comprehensive 80-point thorough examination of the engine compartment, under
body, AC, body, interior and exterior etc. Customers also availed free car wash and attractive discounts
ranging between 5to20 percent with a special discount on the Emblem. Special discounts were offered
on service merchandising like engine flush, anti- rust coating, engine de-carbonization and car polish.
 CHAPTER 3

OBJECTIVES OF THE STUDY

 OBJECTIVES OF THE STUDY

 To identify the critical factors, considered by the prospective customers while

purchasing the Hyundai car.

 To identify the perception of the existing users of the Hyundai motors.

 To find the market share (distribution) of the Hyundai motors.

 CHAPTER 4

RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Research refers to the systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions. Research comprises "creative work undertaken on a
systematic basis to increase the stock of knowledge, including knowledge of humans, culture and
society, and the use of this stock of knowledge to devise new applications." It is used to establish
or confirm facts, reaffirm the results of previous work, solve new or existing problems,
support theorems, or develop new theories. In the broadest sense of the word, the definition of
research includes any gathering of data, information, and facts for the advancement of
knowledge. It is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue". It consists of three steps: pose a question, collect data to
answer the question, and present an answer to the question.

The process used to collect information and data for the purpose of making business decisions is
called as Research Methodology. The methodology may include publication research,
interviews, surveys and other research techniques, and could include both present and historical
information.

The purpose of Methodology is to describe the purpose involved in the Research Work. This
includes the overall Research Design, the data collection method. Research Methodology refers
to the various sequential steps to be adopted by a Researcher in studying a problem with certain
object or objective in view.

Research Design
A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the research problem research. The design of a study
defines the study type (descriptive, co-relational, semi-experimental, experimental, review, meta-
analytic) and sub-type (e.g., descriptive-longitudinal case study), research
problem, hypotheses, independent and dependent variables, experimental design, and, if
applicable, data collection methods and a statistical analysis plan. Research design is the
framework that has been created to find answers to research questions. There are many ways to
classify research designs, but sometimes the distinction is artificial and other times different
designs are combined. Nonetheless, the list below offers a number of useful distinctions between
possible research designs. A research design is an arrangement of conditions or collections.

A research design is a systematic approach that a researcher uses to conduct a scientific study. It
is the overall synchronization of identified components and data resulting in a plausible
outcome.  To conclusively come up with an authentic and accurate result, the research
design should follow a strategic methodology, in line with the type of research chosen. To have a
better understanding of which research paper topic, to begin with, it is imperative to first identify
the types of research.

Types of Research Design:

 Exploratory Research

Exploratory research, as the name implies, intends merely to explore the research questions
and does not intend to offer final and conclusive solutions to existing problems. This type of
research is usually conducted to study a problem that has not been clearly defined yet.

Data Collection
Data collection is the process of gathering and measuring information on variables of interest, in
an established systematic fashion that enables one to answer stated research questions, test
hypotheses, and evaluate outcomes. A formal data collection process is necessary as it ensures
that the data gathered are both defined and accurate and that subsequent decisions based on
arguments embodied in the findings are valid. The process provides both a baseline from which
to measure and in certain cases an indication of what to improve.
Methods of Data Collection
There are two types of data collection methods namely primary data collection and secondary
data collection.

Primary data
Primary Data is the data which is originally collected by an investigator or agency for the first
time for specific purpose. The source from which the primary data is collected is called the
primary source. Such data is original in character as it is collected for the first time. It is first-
hand information. Primary Data once collected and published becomes Secondary Data. There
are many methods to collect primary data and the main methods include:

 Questionnaires
 Interviews
 Focus group interviews
 Observation

Secondary data
The data which is not directly collected but rather obtained from the published or unpublished
sources is known as Secondary Data. It is also known as Second Hand Data. These are not
original data since the enumerators or investigators themselves do not collect these data. They
simply make use of the data collected by the others. Common sources of secondary data include:

 Census
 Large surveys
 Internet
 Journals
 Books
 News papers
 Organizational records
Thus, the data for is collected through primary sources ( questionnaire ) and the research is
Exploratory in nature. The study was conducted among 20 individuals. The data has been
collected in the form of questionnaire from these 20 respondents on various factors that can
help me determine the investment strategy

RESEARCH PROCESS IN THIS PROJECT/STUDY

 Research Type : Exploratory

 Data Collection : Primary Data and Secondary Data both
 Population : Customer (Individual)
 SAMPLE SIZE: 20
 REASEARCH AREA :New Delhi
 RESEARCH TOOLS : Pie Chart& Bar Graphs
 TOOLS OF ANALYSIS : Percentage and Ratios
 CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

 DATA ANALYSIS AND INTERPRETATION

Q1.Which model of hyundai car do you own?

Brand percentage of people

I10 35%
Verna 18%
Accent 10%
Santro 12%

Percentage of people
Santro
16%

Accent I10
13% 47%

Verna
24%

Interpretation: -

The following graph shows the number of cars in the total of 75 persons i10 is owned by 35
people, and Verna owned by 18 and Accent owned by 10 people and Santro by 12 people.
Q2. Which feature is the best one in Hyundai car?

Feature percentage of people

Mileage 14%

Price 4%

Brand 16%

Style 18%

Mileage & brand 13%

Mileage & style 8%

20 16 18
18
16 14
14 13
12
10 8 Series1
8
6 4
4
2
0
Mileage Price Brand Style Mileage Mileage
& Brand & Style

A B C D E F

Interpretation: -

The following graph shows the number of what features you consider while you purchase in the
total persons Mileage by 14, and Price by 4 and Brand by 16, Style by 18, Mileage and Brand by
13., and Mileage and Style by 8.
Q3. how do you feel when you drive Hyundai car?

RANK percentage of people

Good 25%

Better 20%

Best 40%

Poor 5%

Percentage of people

6%
28% Good
Better
Best
44% Poor

22%

Interpretation:

From the above table shows that the respondents of the experience of people while driving Hyundai cars
is good i.e. 25, the next group is better i.e.20, the remaining people who feel best is 40 and others who
feel poor experience are 5 respectively.
Q4. Are you satisfied with your vehicle’s mileage?

Vehicle’s mileage No of percentage

Yes 61%

No 14%

percentage of percentage
14

12
12

10

8
8

0
Yes No

Interpretation: -

The following graph shows the number of people who satisfied with mileage of the vehicle in the
total respondent’s response given by persons Yes by 61 and No by 14.
Q5. Will you recommend Hyundai product to anybody?

Recommendation No of percentage
Yes 45%

No 30%

Chart Title
50
45
45
40
35
30
30
25
20
15
10
5
0 0
0
1 2

Recommendation No of percentage

Interpretation: -

The following graph shows the number of people who recommend Hyundai cars in the total
persons yes by 45 and No by 30.
Q6. What do you think about hyundai’s customer service?

RANK Percentage of people

Excellent 40%

Good 20%

Better 30%

Poor 5%

Percentage of people

5%
Excellent
Good
32% 42% Better
Poor

21%

INTERPRETAION:
From the above table shows that the respondents of the people about Hyundai’s customer service is
excellent i.e. 40, the next group is good i.e.20, the remaining people who feel better is 30 and others who
feel poor experience are 5 respectively.

Q7. How do you feel about company’s response towards customers?

Source No of percentage
Excellent 38%

Good 17%

Better 10%

Poor 7%
 No of percentage
Excellent Good Better Poor

10%

14%

53%

24%

Interpretation:-

The following graph shows the number of response of customers towards the products from the
total number of 100 people good are good 17, Excellent 38, better 10 and poor are 7.

Q8. Did you receive the product on delivery time?

Delivery time No of percentage

Yes 55%

No 20%
 No of percentage

27%

73%

Yes No

Interpretation :-

the following graph shows the number of customers who receive the product on delivery time is
yes by 55 customers and no by 20 customers

Q9. Are you satisfied with company’s after sales service?

After sales service No of percentage

Satisfied 75%

Not satisfied 5%
Interpretation:

The number of customers who satisfy/not satisfied with the after sales service of the company
from a number of 100 customers are satisfied 75 and not satisfied 5.

Q10. how do you feel the experience at show room?

Best Brand Ambassadors No of percentage

Satisfied 55%

Not satisfied 29%

 No of percentage

35%
Satisfied
Not satisfied

65%

Interpretation :-

The following graph shows the consumer’s experience at show room the number of customers
who satisfy is 55 and who does not satisfy is 29
 CHAPTER 6
FINDINGS AND INFERENCES
 FINDINGS AND INFERENCES

 Shri Ganga Hyundai enjoys a high patronage from its customers.

 Most of the customers had a good experience of shopping at Shri Ganga Hyundai.

 The satisfaction levels can also have measured with the level of recommendations to
friends and associates.

 It is evident that more than 80% customers are satisfied with the service offered at Shri
Ganga Hyundai.

 The probability that the customers would repeat that purchase at the same showroom is
high, which is a good sign.

 It has been observed that 25% of customers have reported a slack in the delivery
process.
 CHAPTER 7

LIMITATIONS
 LIMITATIONS

Though the present study aims to achieve the earlier-mentioned objectives in full earnest and
accuracy, it was hampered due to certain limitations. Some the limitations of this study may be
summarized as follows:

 Unwillingness of respondents for responding to the questionnaire.

 Lack of trust was felt by respondents while answering.

 Limited Time Frame to design and create the project.

 Relevant papers and documents were not available sufficiently

 CHAPTER 8

RECOMMENDATIONS AND CONCLUSIONS

 RECOMMENDATIONS

 MGF Hyundai should adopt defensive marketing strategy because as being one of the
largest car dealer in Delhi market.

 Hyundai must adapt new technology and train their employees.

 Hyundai should adopt an offensive marketing strategy for attracting customers.

 Better relationship with customers

 India is 11th largest passenger car market in the world. India is the second-biggest market
for small cars after Japan. It accounts for 60 percent of the domestic market.

CONCLUSION

 Hyundai CAR are more distributed in the region.

 In decision-making process, family plays a considerable role.

 Word of mouth is quite famous to get information about a car.

 Before buying a car people consider its price with the advance technology.

 Some people also consider loan for buying a car.

CHAPTER 9
APPENDIX
 Questionnaire

Name: Age:
Gender: Contact No.:
Occupation: Location:

Q1.Which model of hyundai car do you own?

a) Santro b) Verna c) Accent d) i10 e) i20

Q2.Which feature is the best one in Hyundai car?

a) price b) style c) mileage d) quality e) mileage & quality
e) mileage & style

Q3. How do you feel when you drive hyundai car?

a) Good B) better c) best d) Poor

Q4.Are you satisfied with your vehicle mileage?

a) Yes b) No

Q5.Will you recommend hyundai product to anybody?

a) Yes b) No

Q6.what do you think about hyundai’s customer service?

a) Excellent b) Good c) Better d) Poor

Q7.How do you feel about company’s response towards customers?
a) Excellent b) Good c) Better d) Poor

Q8.Did you receive the product on delivery time?

a) Yes b) No

Q9.Are you satisfied company’s after sales service?

a) Satisfied b) not satisfied

Q10.How do you feel the experience at the showroom?

a) Satisfied b) not satisfied
CHAPTER 10

REFRENCES
 REFRENCES

BOOKS:

 Kothari, C.R. Research Methodology, 3rd edition, 1997, Vikas Publishing House Pvt.
Ltd., New Delhi.

 Kotler, Philip Marketing Management, 13th edition, 2009, Dorling Kindersley (India) Pvt.

Ltd., South Asia.

 Varshney & Gupta; Marketing Management, Sultan Chand & Sons, 2005.

 Gupta, S.L., Marketing Research, Excel Books, 2004.

 Kotler & Armstrong; Principles of Marketing Management, Prentice hall India, 2003.

 Aaker; Marketing Research, John Willey & Sons, 2001.

WEBSITES

www.hyundai.com

www.netmba.com

www.economictimes.com

www.ecnomist.com

www.autoworld.com