Final Hyundai Motor Company-Self Made

8/13/2019 Final Hyundai Motor Company-Self Made

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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_entity


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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


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


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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Final Hyundai Motor Company-Self Made