Minor Project Report is on

Marketing strategies of HYUNDAI

submitted in partial fulfillment of the requirements for the award of the degree

Bachelors of Business Administration

Under the Guidance of: Submitted by:

MS. SARIKA MAYANK MEHRA

Assistant Professor BBA
01521701721

Session : 2021 - 2024

Delhi School Of Professional Studies and Research

(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)

1
 Declaration

I take this opportunity to express my profound gratitude and deep regards to my

guide Ms. SARIKA for his exemplary guidance, monitoring and constant
encouragement throughout the course of this project. The blessing, help and
guidance given by(him/ her) time to time shall carry me a long way in the journey
of life on which I am about to embark.

Last but not least, my sincere thanks to my parents and friends for their
wholehearted supportand encouragement.

I also hereby declare that the project work entitled “MARKETING

STRATEGIES OF HYUNDAI” under the guidance of“Ms. Sarika” is my
original work and it has not been submitted earlier in any other university or
institution.

MAYANK MEHRA
BBA

2
 Certificate

This is to certify that the project titled “MARKETING STRATEGIES OF

HYUNDAI” is an academic work done by Mr. Mayank Mehra submitted in
the partial fulfillment of the requirements for the award of degree of Bachelor
of business administration at Delhi School of Professional Studies and
Research, New Delhi under my guidance and direction.

Mr. Mayank Mehra has given an undertaking that the information presented in
the project has not been submitted earlier.

Ms. SARIKA
Assistant professor,
DSPSR

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 Table of content

Title PAGE
S.NO NO.
1 Chapter-1: Introduction 1-12

2 Chapter-2: Review of Literature 13-15

3 Chapter-3: Research Methodology 16-19

4 Chapter-4: Data Analysis & Interpretation 20-31

5 Chapter-5: Conclusion 32-33

6 Recommendations 35

7 Bibliography 36

8 Questionnaire 37-38

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 INTRODUCTION

The automobile industry today is one of the most lucrative industries. Due to the increase in
disposable income in both rural and urban sectors and easy finance being provided by all
the financial institutes, the passenger car sales have increased at the rate of 45% per annum
in 2017-2018 over the corresponding period in the previous year. Further competition is
heating up in the sector with a host of new players coming in and others like Porsche,
Bentley, Audi, Mercedes, and BMW all set to venture in the Indian markets. One factor that
could help the companies in the marketing of their product is by knowing and creating a
personality for their brands.

Automobile industry in India

Since the first car rolled out on the streets of Mumbai (then Bombay) in 1898, the
Automobile Industry of India has come a long way. With HM establishing the first
automobile factory way back in 1948, the Indian passenger vehicle industry was for long
dominated by Ambassadors and the Premier Padmini. Then in the year 1985, following the
liberalization and various tax reliefs, the Government of India in collaboration with Suzuki
motor corporation of Japan formed Maruti Suzuki ; a powerful alliance which changed the
face of the Indian roads. The only car with the latest technology then was the Maruti 800. It
became very popular because of the low price, high fuel efficiency and good reliability.
Since then the market has grown with over 20 manufacturers and hundreds of models and
variants. The Indian automobile industry has matured over the years and is now highly
competitive with major Japanese, Korean, American, European and Indian companies all
holding significant market shares. Indian auto industry has become a hot destination for
global auto players like Volvo, General Motors, Daimler-Chrysler, Volkswagen, Toyota and
Ford.
Global players have either entered or are eyeing India as a strategic target for future
development a well developed transportation system plays a key role in the development of
an economy, and India is no exception to it. With the growth of the transportation system the
Automotive Industry ofIndia is also growing at rapid speed, occupying an important
place on the 'canvas' of Indian economy.
Today Indian automotive industry is fully capable of producing various kinds of vehicles
andcan be divided into 3 broad categories: Two-wheelers, Four-wheelers (Cars) and Heavy
vehicles.

1
Growth Drivers for auto industry in India

Segments of the Indian Auto market

The market for any product is normally made up of several segments. A „market‟ after all is
the aggregate of consumers of a given product. And, consumers (the end user), who make a
market, are of varying characteristics and buying behavior. There are different factors
contributing to the varying mindset of consumers. It is thus natural that many differing
segments occur within a market. In order to capture this heterogeneous market for any product,
marketers usually divide or disintegrate the market into a number of sub-markets/segments.
This report attempts to analyze and understand how Indian carmakers have successfully
segmented the market and how they are leveraging these segmentation to introduce new
products and grow their market share.
With proper segmentation carmakers could look at the differences among the customer
groupsand decide on appropriate strategies/offers for each group. These strategies then helped
them in dividing the markets for conquering them. Every buyer has individual needs,
preferences, resources and behaviour. Since it is virtually impossible to cater for every
customer’s individualcharacteristics, carmakers grouped customers to market segments by
variables they have in common. These common characteristics allowed developing a
standardized marketing mix forall customers in that segment.
This segmentation helped the carmaker to increase their profit by tapping the market through
adapting the offer to that segment. They brought the necessary changes in the product to suit
the particular segment.
We would analyses how the consumer market is segmented and on what basis the automaker
segments the market.
Consumer market segmentation
2
1. Geographic Segmentation.

2. Demographic Segmentation.

3. Psychographic Segmentation.

4. Behavioristics Segmentation.

1) Geographic Segmentation

Potential customers are in a local, state, regional or national marketplace segment.

Geographiclocation is a major factor in segmenting target markets for automakers since
their customer needs are varied for different regions. The customers can be segmented
based on:
a) Region
b) Size
c) Population density
d) Climate

2) Demographic Segmentation

In this type of segmentation, the customers are segmented based on the following
factors.
a) Age (dominant factor)
b) Income & Purchasing power (dominant factor)
i. Budget car segment
ii. Compact car segment
iii. Family car segment
iv. Premium car segment
v. Super luxury saloon segment
c) Occupation.
d) Gender (dominant factor).
e) Family Size.
f) Family life cycle.

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 g) Nationality.
h) Religion.
i) Education.

3) Psychographic Segmentation

Psychographic Segmentation groups customers according to their life-style and buying

psychology. Many businesses offer products based on the attitudes, beliefs and emotions
of their target market. The desire for status, enhanced appearance and more money are
examples of psychographic variables. They are the factors that influence your customers'
purchasing decision. A seller of luxury items would appeal to an individual's desire for
status symbols. Psychographic Segmentation includes variables such as:
a) Activities
b) Interests
c) Opinions
d) Attitudes
e) Values

Activities, Interests, and Opinions surveys are one tool of measuring lifestyle.

4) Behavioristics Segmentation

The primary idea in buyer behaviour segmentation is that different customer groups
expect different benefits from the same product and accordingly, they will be different in
their motivesin owning it and their behaviour in buying it. Variables of buyer behaviour
are:
a) Benefit sought: - Quality / economy / service / look etc. of the product.
b) Usage rate: - Heavy user / moderate user / light user of a product.
c) User status: - Regular / potential / first time user / irregular /occasional.
d) Brand Loyalty: - Hard core loyal / split loyal / shifting / switches.
e) Readiness to buy.
f) Occasion: - Holidays and occasions stimulate customers to purchase products.
g) Attitude toward offering: - Enthusiastic

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Key Players in Indian Market

 The largest player in the Indian automobile industry and launched new
and excitingproducts in the Indian markets.

 The third largest passenger car manufacturer in India and one of the
largest exporters of vehicles. It Is established in India as one of its
manufacturing bases in the world.

 Has vision of capturing 10 % share of the Indian passenger car market by

2010

 Suzuki’s JV in India and the largest passenger car manufacturer in India

One of the leading players in the Indian premium cars segment

 One of the leading players in the Indian premium cars segment


One of the largest players in the UV / MUV segmen

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PRODUCT PROFILE OF HYUNDAI
1. CRETA

2. HYUNDAI i 10

3. HYUNDAI i20

4. HYUNDAI VERNA
PRODUCTS MANUFACTURED BY THE HYUNDAI MOTORS INDIA
LTD.:

P OPULAR PRODUCTS IN NCR CITY

1. HYUNDAI CRETA
2. HYUNDAI i 10
3. HYUNDAI i20
4. HYUNDAI XCENT
5. HYUNDAI VERNA

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1. GENERAL INTRODUCTION

A. Statement of the problem:

The research is based on the “Strategy to Increase the
Demand for Hyundai Motors Products and Services”.
Why are their competitor‟s sales more than Shree
Hyundai? How to manage our company to win from
these competitors‟?

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MARKETING STRATEGIES
Marketing strategy is defined as a process that can allow an organization to concentrate
its resources on the optimal opportunities with the goals of increasing sales and
achieving a sustainable competitive advantage. Marketing strategy includes all basic
and long-term activities in the field of marketing that deal with the analysis of the
strategic initial situation ofa company and the formulation, evaluation and selection of
market-oriented strategies and therefore contribute to the goals of the company and its
marketing objectives. And in the advertising of HYUNDAI I‟ll be studying about all
the advertising factors of HYUNDAI COMPANY.

HYUNDAI MODERN GLOBAL AND MARKETING STRATEGY

overcapacities resulting from previous government subsidies.

Hyundai was divided into smallerand „independent‟ units that were
more attractive to foreign investors, as the Korean state wasno longer
in a position to support the Chaebols financially. This situation had a
tremendous influence on HMC‟s internationalisation strategy which
started to resemble closely to that of western automobile companies
with similar investors. Korean businesses in general started
favouring efficiency and profitability over growth and were more
cautious when making investments overseas (Lansbury et al. 2007).
In 1998 Hyundai took over a highly leveraged KiaMotors and started
to recover from the crisis. It re-started its strategy of global
production andopened new plants in China (1999), Indonesia (2000),
Brazil (2000) and the US (2002). Insteadof high capital expenditure
HMC emphasized marketing and branding. In 2012 the famous
global advertisement „Live Brilliant‟ proved HMC‟s alignment with
Western standards and itsmove upstream (HyundaiWorldWide2012).
4.2.Choice of international locations: the OLI framework applied to
Hyundai‟s modern globalisation strategy One of the characteristics
of the modern auto industry is a change of orientation from
traditional and now saturated marketsto emerging markets where the
biggest potential lies today and where manufacturers can expectto
lower their production costs. Global manufacturing in the auto
industry is also a trending phenomenon. Modern geographical
expansion depends on markets and production processes (globalized
production of components and parts). The increasing ability to carry
on R&D activities in emerging countries and the question of labour
cost influence the international locations of

8
manufacturing facilities. Hyundai’s modern strategy and the particular choice of
countries inwhich it operates are analysed through the OLI framework presented in
Appendix.

1) THEY SET THEIR OWN STANDARDS ACCORDING

TO THE RESPONSE OF THE CUSTOMER.

2) IT DEPENDS ON THEIR PRODUCTION AND DEMAND OF

CONSUMER

3) ITS STRATEGY OF GLOBAL

PRODUCTION THEY OPEN NEW
PLANTIN CHINA

4) THEIR MODERN TECHNIQUES

MAKE THEM FROM OTHER
ORGANISATION

5) THEY ALSO SUPPORT LOCAL SUPPLIERS

MIX MARKETING PRODUCTION OF HYUNDAI

Marketing Mix Product Price Marketing Mix Place Promotion Product Features
:The all-new “Hyundai Pa'' is fully loaded with a range of exciting new features.
It's a perfect complement to your evolved tastes and lifestyle. And the best way
to take your driving pleasure to a brandnew high. ¬ European Styling. ¬
Japanese Engineering. ¬ Dream-Like Handling .The new Hyundai Pa is a
generation different from Getz and Santro design. Styled with a clear senseof
muscularity, its one-and-a-half box, aggressive form makes for a look of
stability, a sense that it is packed with energy and ready to deliver a dynamic
drive. Price Hyundai is expected to take Maruti and KIA heads on with the
pricing of their Hyundai Pa car. After launching carsfor the masses for so many
years, India‟ s second largest automobile manufacturer Hyundai isnow targeting
the premium segment of thy country and also Bangladesh with their latest model

9
from the Hyundai‟ stable. This price range would practically rip apart Maruti s
offering in ZenEstilo which is priced at a higher tag of Rs.. Hyundai is known
for their extensive service network and brand reputation for making reliable
cars. that should get the customer nod over their competition.

1) THEY ARE TARGETING PREMIUM SEGMENTS

2) IT DEPENDS ON THEIR PRODUCTION AND DEMAND

OFCONSUMER

3) THEIR PRODUCTION
LEVEL ISDIFFERENT
FROM OTHER
ORGANISATION

4) THEY PROVIDE DYNAMIC

DRIVE AND QUALITY TO
THEIR CUSTOMER

5) CHANGE IN PRICE ACCORDING

TO THE MANUFACTURING OF
PRODUCT.

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OBJECTIVE OF THE STUDY:

The main objective of the report is to study the marketing strategy and
advertising inHYUNDAI.

The following are the objectives of the report:

1) To study the meaning and features of marketing strategy

2) To study the importance of marketing strategy
3) To study the types of strategy
4) To study real-life marketing 5) To study the scope of
marketingstrategy 6) To study the advertising of
HYUNDAI.

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SCOPE OF THE STUDY:

Shree Hyundai‟ working philosophy is particularly based on “Prepare

employees for the future developments with developments in their
personality.” As competition is verymuch intense hence the management
is working hard for customer relationships to achieve future business
growth.

As it is a newly opened organization hence as every other organization it

is also facingsome management problems. Management is trying to
overcome all these problems andachieve systematic workings here. Each
and every department is distinguished for the employees. Every employee
has its own designation and job profile and he/she has to work under that
profile only. For each segment of the vehicles, Shree Hyundai is havingits
separate executives. Departments are connected through local area
networks.

The main aim of management here is self development of employees. So

that, they canbe empowered for the benefit of the organization and be able
to take future responsibilities. It starts with the joining of the employee in
the organization. Initially, they have to work under various departments till
his/her probation period would be over.They have to start their work from
the ground level, so that they can understand the reality of the business
here. Daily reporting in the morning and the evening make themup to date
with the objectives and their future targets. The senior management
knows how they are doing their work and in which way they have to be
directed.

Shree Hyundai tries to find out the answer of 4 critical questions while
doing its business;

1. Are we easy for customers to do business with?

2. Do we keep our promises?
3. Do we meet the standards we set?
4. Are we responsive to customer needs?

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REVIEW OF LITERATURE

Mr. V. Jagannathan (2006), suggests the emergence of a private sector

automobile manufacturer in India that has created globally competitive and
cheap versions of an SUV commonly available worldwide. The paper asks us to
think about the parent corporation's nextsteps in leveraging this success. In
particular: To what extent does it make sense to expand overseas vs. entrenching
itself within the home market--India?

Husain, Zafar and Pathak Sushil (2005), have analyzed the technology
management practices of firms in the automobile industry in India. It includes
the background of several automobile companies in India; Information on the
profitability and turnover ratio of the companies; Impact of flexibility in
technology management decisions; Effectiveness of technological collaboration
within the companies.
Kabiraj,Sajal and Shanmugan, Joghee (2011), suggest that maintaining
relationships with customers and offering them complete customer satisfaction
seems to be the foremost agenda on the minds of automobile companies these
days. Customer Relationship Management (CRM)seems to offer the much
needed strategy and solution to keep customers happy, smiling and connected
with the organization across their lifetime. CRM has multiple facets and
implicationsfor the automobile companies who always seem to be eager to go
that extra mile in order to beable to retain their customer base, prevent
cannibalization from competitors and for keeping their loyal customers coming
back to them for more.The authors have studied two cases of competing
automobile (car) companies in India and the effect of implementation of CRM
strategy and practices. It was observed that customer satisfaction increased with
the successfulimplementation of CRM practices across the organization. Repeat
buying through exchange schemes and loyalty additions on old cars were more
accepted by the customers who were happy with their previous buying
experiences and post sales service from the car company.

13
Expansion of the customer base through retention (if sizable market share
exists), and throughpromotions and value-added offerings (incase of
new product introduction / entrants) was the order of the day. It was also
observed through thestudy that effective word of mouth contributed to higher
sales and it was easier to cross-sell new offerings to existing customers than to
acquire new customers and convince them about the product benefits and
offerings. Lessons from the same have been drawn and implications suggested
through this research study.

Uttamrao, Kale Shailendrakumar and Rajashree (2010) , Shinde Automotive

industry is very dynamic. In India there are 100 people per vehicle, while this
figure is 82 in China. It is expected that Indian automobile industry will achieve
mass motorization status by 2014. During this century, Indian automotive
manufacturing has emerged as the most economically significant industry in the
world. It has hundreds of suppliers and thousands of spare parts units.Raw
Materials, sub assembly parts represent about 60-70 percent of the cost of an
automotive vehicle. Automobile companies are outsourcing about 95 % of the
parts from the autocomponent industry. Hence the auto component industry is
playing a key role in the automotivesector. Hence the supply chain performance
has become a key important factor for the successof automobile companies. The
Indian auto component industry is one of India's sunrise industries with
tremendous growth prospects. From a low-key supplier providing components to
the domestic market alone, the industry has emerged as one of the key auto
components centers in Asia and is today seen as a significant player in the global
automotive supply chain.India is now a supplier of a range of high-value and
critical automobile components to global automakers such as General Motors,
Toyota, Ford and Volkswagen amongst others. As per an.Automotive
Component Manufacturers Association of India (ACMA) report, the turnover of
the auto component industry was estimated at over US$ 18 billion in 2007-08,
an increase of
27.2 per cent since 2002. It is likely to touch US$ 40 billion by 2015-16. In
Indian auto

14
manufacturing cities, Pune has succeeded in developing supply clusters as a
component manufacturer and supplier. The objective of this paper is to
investigate the effectiveness of the supply chain in the auto component industry.
The research focuses on supply chain practices in the Pune based auto
component industries. Primary data would be collected through structured
questionnaires and an exploratory survey while secondary data would be based
on the review of research papers on SCM and logistics.

15
R ESEARCH METHODOLOGY

Methodology:

The nature of the project work has been descriptive as no hypothesis is

taken to be tested. Though the conclusions drawn could be taken as the
hypothesis and further tested by the research work undertaken in the
relevant field. The reason for choosing the descriptive research design is
the fact the project report has been primarily based upon the secondary
sources of data and whose authenticity could be assured of.

The reluctance of the company's personnel in parting with much

information led the project report to be based substantially on the
secondary source of data. The sources ofdata used in data collection are
the following:

Primary sources

In order to gather information about the various products of Shree

Hyundai, I personallyvisited a number of Showrooms and collected data
pertaining to the prices of the cars offered. The market visits were useful
in knowing the comparative prices and quality of the offered brands vis-
versa the competitive brands. Details regarding the delivery ofthe cars
were collected and I also inquired about the various sales promotion
schemes followed by the three car showrooms in Noida & Greater Noida.

By interviewing these dealers valuable information was collected. I

inquired from themabout their marketing, advertising and sales strategies.
Secondary sources
Information was collected from secondary sources such as customer
surveys, newspapers advertisements, Automobile newsletters, etc.

16
Beside these the use of the Internet was also made in collecting relevant
information. The data collected from the above mentioned sources has
been adequately structured and used at appropriate places in the report.
The information gathered included:
● Their annual reports.

● Pamphlets.

● Posters.

● Press clippings.

● News releases.

● Newsletters.

● Pictures.

● Exchange schemes.

● Loan fair.

B. Sampling :

● Population:

The population considered for this research type is the

overall generalbuyers who:-
a. Planning to buy a four wheeler(one time payment or EMI)
for the firsttime.
b. Are planning to replace their old four wheeler with a more
satisfyingproduct type.
c. Fill the need of a four wheeler.
d. Can afford a car however do not fill the need of buying one.

17
 In short we can mathematically say that it is a general set which
includes allthe sets and subsets of a potential buyer of four
buyers.

● Non probability sampling:

Non-probability sampling provides a non- scientific

technique of drawing samples from the population according to non-
particular laws of chance inwhich each unit in the universe has No
definite pre-assigned probability of beingselected in the sample. In
short it is the purpose of subjective or judgment sampling.

The sampling design I used here is convenient sampling

because it isbased on the selected customers i.e., previous customers of
Hyundai, the customerswho are planning for new cars and customers
who came in the showroom for enquiry of Hyundai Cars. I selected the
convenient sampling because it was not easyto survey all customers.
● Sample size:

The sample size shorted out from the population (universe

set) is 100nos. to draw the conclusion of the study.

C. Limitations of study:

Since the road to improvement is never ending, this study also

suffers fromcertain limitations. Some of them are as follows:

18
 Because of illiteracy, it was a time consuming method in which
● continuousguidance was required.
●
Questionnaire methodinvolves some uncertainty of
response.Co-operation on the
part of informants, in some cases, was difficult to presume.

●
The project was limited to a period of 10 weeks and is done purely
for
the academic purpose.
● It is possible that the information supplied by the informants may
be incorrect.So, the study may lack accuracy.

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 DATA ANALYSIS & INTERPRETATION

ANALYSIS / DESIGN:
The data given below was based on the questions which are
asked duringthe survey.

WHY SHOULD YOU OPT A FOUR WHEELER?

Table No 1: Showing why people opt a four wheeler:

No. of Percenta
Respondents ge
Need 31 31.0
Comfo 11 11.0
rt
Status 48 48.0
Stylish 10 10.0
Total 100 100.0

GRAPH No. 1: Showing the why people opt for a four wheeler:
Interpretation: The above graph reveals that 48% of the respondents opt
four wheeler for status,31% of respondents for the need on the regular
bases,11% of the respondents opt forcomfort of service, and 10% of the
respondents opt four wheeler for the style

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 HOW YOU AWARE ABOUT HYUNDAI CARS ?
Table No. 2: How are Customers aware of Hyundai cars?

No. of Percen
Respondents t
TV Ads 33 33.0

Existing 21 21.0
customers
Magazines 24 24.0
Friends 12 12.0
Internet 10 10.0
Total 100 100.0

GRAPH No.2: showing How Customers are aware of Hyundai car:

Interpretation: From the above graph shows that 33% of the respondents came
to know of Hyundai cars through TV ads, 24% of the respondents through
magazines,21% of the respondents through existing customers and 12% of
respondents from friends,10% of respondents through the internet. The above
graph explained that the majority of respondents are TV ads and Magazines.
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What is your perception about Hyundai motors?
Showing Customer Perception about Hyundai Motors:
Particulars Number of Percentage
Respondent
BEST 43 43%
GOOD 26 26%
ORDINARY 17 17%
NO COMMENT 0 0%
POOR 14 14%
WORST 0 0%
POOREST 0 0%
TOTAL 100 100%

GRAPH No.3: Showing Customer Perception about Hyundai Motors

Interpretation:
The above graph reveals that 43% have the best perception comes from 43%,
26% have a goodperception about the Hyundai car and the rest 17% have
ordinary ,14% have poor perception.

22
What is the standard of cars in Hyundai Motors?
Showing result about standard of Hyundai cars:

Particular Number of respondent Percentage

Excellent 12 12%
Better 32 32%
Good 23 23%
No Comments 08 8%
Poor 23 23%
Worst 2 2%
Poorest 0 0%
TOTAL 100 100%
Showing result about standard of Hyundai cars:

Interpretation: The above graph shows the standard of Hyundai cars.12%

customers says thestandard is excellent, 32% says better, 23% says good
standard, 8% no gave any comment on
this but 25% customer says the standard is poor or worse.

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: On the basis of price and feature comparison, is Hyundai Motors economical?
Table. No.5:Showing is Hyundai cars are economical according to its price and
features:
PARTICULARS No. of percenta
respondents ge
Extremely 20 20%
Agreed
Highly agreed 30 30%
Agreed 25 25%
No Comments 12 12%
Disagreed 13 13%
Highly disagreed 0 0%
Extremely 0 0%
disagreed
Showing is Hyundai cars are economical according to its price and features:

Interpretation: The above graph shows Hyundai cars are economical. 20% of
the public is extremely agreed with this statement, 30% is highly agreed, 25% is
agreed and the rest of people answer is negative.

24
 What is your perception about the maintenance cost of Hyundai cars?
Table No.6: Showing Customers Perception about the Maintenance Cost
of Hyundai
:

Particulars Number of Percenta

Respondent ge
Under Customer Strength 30 30%

Economical 23 23%

Trendy 39 39%

Safety 5 5%

Etc 3 3%

TOTAL 100 100%

Showing Customers Perception about the Maintenance Cost of Hyundai

Interpretation: Here 30% customers say maintenance cost is under customer

strength, 23%say it is economical, 39% say trendy, rest of customers say safety
and others.

25
Which features of Hyundai cars attract you more?
Table No.7:Showing which feature attract more customer:
Particulars Number of Percenta
Respondent ge
Luxurity 30 30%
Price 20 20%
Safety 20 20%
Style & Trend 16 16%
Etc 14 14%
Showing which feature attract more customer:

Interpretation: 30% people like Hyundai cars due to luxurity, 20% due to
price, 20% due tosafety and rest due to style & trend and the rest of others.

26
For the passenger segment, which is the highly considerable competitor for Hyundai
Motors?
Table No. 8: Showing who highly considerable competition with Hyundai:
Competitors Number of Percenta
Respondent ge
Maruti 45 45%
Honda 10 10%
Tata 14 14%
Skoda 08 8%
Chevrolet 12 12%
Ford 7 7%
Toyota 1 1%
M&M 3 3%
Total 100 100%
Showing who highly considerable competition with Hyundai:

interpretation: Most of the public's perception about competition was, Maruti is

the big competitor of Hyundai, rest of companies have little competition due to
the model of cars, Hyundai is only passenger car manufacturer this is the reason.

27
 In terms of new car designs, what is the status of Hyundai motors?
Table No.9: Showing the performance of new car design:
Particulars Number of Percenta
Respondent ge
Excellent 17 17%
Better 47 47%
Good 21 21%
No Comments 2 2%
Poor 3 3%
Worst 7 7%
Poorest 3 3%
Showing the performance of new car design:

Interpretation: Above graph showing the performance of Hyundai‟s

new car design.17% of the public says its new models are excellent
performance, 47% says better and 21%
says good performance, the rest says not good or poor performance.

28
 How would you rate Hyundai Motors on the following parameter?
Table No.10: Rating of Shree Hyundai :
Particular Strongl Disagre No Agre Strongl
y e Commen e y
Disagr ts Agree
ee
Knowledgeable Salesperson 0 1 0 3 0
Employees spent enough 0 0 0 3 1
timewith you “Before
Sales”
Employees spent enough 0 2 0 1 1
timewith you “During
Sales”
Employees spent enough 3 0 3 1 1
timewith you “After
sales”
Display of 1 1 2 2 0
Merchandise
is
attractive
Availability of the product 3 0 0 3 2
Variety/Selection of 0 0 0 0 0
merchandise
Vehicles in good condition 0 0 0 2 1
Prices are affordable 2 1 0 3 3
Attractive discounts offered 0 0 0 5 3
Décor of the waiting area is 3 0 0 2 1
pleasing
Offered a test drive 0 0 0 3 2

29
 Post sales follow ups are 0 2 1 2 1
doneregularly
Responds to complaints 0 1 2 2 1
quickly
Service at Hyundai 0 0 2 3 3
service
station is excellent
Careful with 0 0 0 0 0
personal
information
All the commitments are 0 3 1 2 5
fulfilled
Value for money 0 0 0 1 4
TOTAL 12 10 11 38 29

Rating of Shree Hyundai :

Interpretation:
The ratings that 29% strongly agree and 10% disagree , 12% strongly disagree
and 11%don'thave comments, 32% agree with the ratings.

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 Are you aware of the following facilities provided by Hyundai motors?
Table No.11: Showing the awareness about Facilities of Shree Hyundai:
PARTICULARS YE NO
S
Hyundai Insurance 10 2
Extended Warranty 9 12
True Value 4 0
Hyundai Finance 6 6
Autocard 14 12
Genuine Accessories 16 9

Interpretation:
The figure shows only 59% people know about the offers and facilities
of the ShreeHyundai, rest of them don‟t know.

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 FINDINGS

According to the survey the customers who are already customers of

Hyundai cars are satisfied with the service of Shree Hyundai, and the public
who are planning to purchasea new car should go for Hyundai because the
cars in Hyundai are economical in price, luxurious in look, comfortable, and
trendy in design. These features also attract our young age group due to the
new design, trendy look and style.
The following are the findings I point out from my study:

1. Customers are always demanding, but they don‟t have to lose their
patients, because the customer is the God for us. If they are creating
problems, then also we have to clearall matters with smiles and patience.
Make them understand fully what the problems areand available solutions
for that problem.
2. They are not here to provide comparisons. They have to provide test
drives to those customers only which seem to be the competent
customers.
3. They have to make their customers understand about their own needs and
available options to satisfy their needs. Customers should know that a
money discount is not as important as their personal satisfaction.
4. They have to integrate the operations of all departments, so that each and
every department can help in the operation of every department and
understand other department’s work.

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5. Each and every employee should have working knowledge of each
and every department, hence job rotation is a better option for this.

6. The management has to understand the personal needs of the sales

and marketingpeople, hence the weekly get-together with top
management should be about technicaland personal problems for the
employees where everyone would be free to express
his/her thoughts.

7. When they should be having their first meeting with customers, initially
they have to make them understand about financial conditions for
available banking and nonbankingcompanies. Then after they have to give
them a plan for the financial.
8. They should be having one printed information about all formalities for
the finance andit should be given to the customer so that it would be
helpful to the customer while summing up documents for finance.
9. The customers who are having discontinued banking operations should be
given supportby making alliances with related banks, so that it would be
easy for the customers to getloans.
10. Executives may have to check all documents they are sending to the department.

11. All relevant information should be the same for all sections and absolute.

12. First of all, they have to provide one more employee to the exchange
department. Hence,when Mr. R.K. Singh(corporate and exchange dept)
would not be free then he can manage the deal.
13. Customers will not understand the technicality and market conditions
hence we have tomake them understand that what they are getting that
would be the best in the condition.

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CONCLUSION:

The report has highlighted the importance of providing the highest

customer satisfaction and how it affects the sales. Though in the month of
December, the sales were down, by developing competitive strategies and
by delivering high class productsand services, Popular Vehicles and
Services were able to keep their sales momentum. The report emphasizes
the importance of customer loyalty to develop the business.

The study which we conducted on the Four wheeler automobile

sector is a veryimportant topic of the automobile sector.

After deep research, analysis and getting information about

companies as formulated that the four wheeler automobile companies
achieved success in the market.Throughout the study we found the four
wheeler manufacturer having very new and modern technology in their
bikes, they have a good market share in India, many of Automobile
companies like Maruti Suzuki, Tata Motors, M&M, Fiat, Ford, etc are also
giving large competition.

Concluding the performance of the company related to the four

wheeler sector in India, getting their market share and growth and what
services they are providing after sales.

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RECOMMENDATIONS & SUGGESTIONS:

Aggressive Ad Campaign:
Shree Hyundai should put a few hoardings in different areas in Noida & Greater
Noida and alsoadvertise effectively in local cable channels.

Educating the customers:

Shree Hyundai should educate the customers about the maintenance of the vehicle.

Attractive schemes:
Give a few attractive schemes at the time of after sales services. Like giving
quick service andcharging them reasonably.

Personal touch with the customers:

skiing the customers to come regularly for servicing even after the warranty period.

Hyundai Motors has managed to put in spectacular performance going from

strength despite increase in competition; the company's sales have witnessed an
uptrend, registering an averagegrowth of 42% in the three years under review.

Hyundai Motors has managed to achieve this because its strong brand image and
proven product quality underpinned the performance growth in recent years.
Apart from the strong brand "Santro" the company's performance across the
spectrum of the Passenger car market helped it exploit the growing demand for
5-stroke Cars.

35
 BIBLIOGRAPHY

1) Books

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

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.
2) Newspapers

Times of India, 04/05/09, New

DelhiTimes of India, 06/06/09,
New Delhi
3) Websites

http://www.nytimes.com/2004/08/04/business/global-growth-gives-Hyundai- 29-
rise-in- profit.
htm
l
http://money.cnn.com/magazines/fortune/fortune_archive/2007/03/19/8402324/index.h
tm

http://www.automobile.com/industry-report-Hyundai-plans-for-hybrid-
alternative-in-100-per cent-of-models-in-future.html

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QUESTIONNAIRE

Q1. WHY SHOULD YOU OPT A FOUR WHEELER?

Need ComfortStatus Stylish
Q2. HOW YOU AWARE ABOUT HYUNDAI CARS ?
TV Ads
Existing Customer
Magazine
FriendsInternet
Q3. What is your perception about Hyundai motors?
Best Good Ordinary
No CommentPoor
Worst Poorest
Q4. What is the standard of cars in Hyundai Motors?
Excellent BetterGood
No Comments Poor
Worst Poorest
Q5. On the basis of price and feature comparison, is Hyundai Motors economical?
Extremely Agreed
Highly agreed
Agreed
No Comments
Disagreed
Highly disagreed
Extremely disagreed

Q6. What is your perception about the maintenance cost of Hyundai cars?

UnderCustomer Strength
Economical
Trendy Safety

Q7. Which features of Hyundai cars attract you more?

LuxurityPrice
Safety
Style & Trend Etc

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Q8. For the passenger segment, which is the highly considerable competitor for
HyundaiMotors?
Maruti Honda
Tata Skoda
ChevroletFord
Toyota

Q9. In terms of new car designs, what is the status of Hyundai motors?
ExcellentBetter
Good
No Comments
Poor

Q10. How would you rate Hyundai Motors on the following parameter?
Strongly DisagreeDisagree
No CommentsAgree
Strongly
Agree

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