Minor Project Report on
Growth of Hyundai in India submitted in partial fulfillment of the requirements for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION BBA (Gn!" #$%&'%
SUBMITTED BY:
D)a*i Bhardwa+ (Enrollment No.02621201713) under the superision of
Dr! ,andana D-wa* Assistant Professor, Department of Business Admisinstration, Maharaja Surajmal Institute, C!, "ana#apuri, $e% Delhi&&''()
MAHARA.A SURA.MAL INSTITUTE RECOGNISED B/ UGC0 U1S # (F" (AFFILATED TO GURU GOBIND SINGH INDRA2RASTHA UNI,ERSIT/" C'30 .ANA42URI0 NE5 DELHI 6 %%$$78 &
GROWTH OF HYUNDAI IN INDIA
*
CERTIFICATE
This is to +ertif that the Proje+t -eport entitled 9GRO5TH OF H/UNDAI IN INDIA: su.mitted . D)a*i Bhardwa+ (Enro**;nt No!$##%#$%<%&"to the Department of
Business Administration is a re+ord of .onafide %or# +arried out under m super/ision0 The %or# +ontained in this report has not .een su.mitted to an other uni/ersit or Institute for the a%ard of an other de1ree or diploma0
Date: 222222222
Dr! ,andana D-wa*
Assistant Professor, Department of BBA, Maharaja Surajmal Institute,
3
DECLARATION
This is to +ertif that the material em.odied in the Proje+t -eport entitled 9GRO5TH OF H/UNDAI IN INDIA : is .ased on ori1inal %or#0 It has not .een su.mitted in part or
full for an other de1ree or diploma of an uni/ersit0
Date: 222222222 D)a*i Bhardwa+ ($##%#$%<%&"
!
ACKNOWLEDGEMENT
$o tas# +an .e a+hie/ed alone, parti+ularl %hile attemptin1 to finish a proje+t of su+h ma1nitude0 It too# man /er spe+ial people to fa+ilitate it and support it0 4en+e, I %ould li#e to a+#no%led1e all of their /alua.le support and +on/e m hum.le 1ratitude to them0
I %ould li#e to than# m proje +t 1uide Dr! ,andana D-wa* %ho has al%as .een open to dis+ussion and fre5uentl en5uired a.out the proje+t and an pro.lems fa+ed et+0 She has also 1i/en me /alua.le 1uidan+e as to ho% to 1o a.out the proje+t
I ha/e put m .est effort to ma#e this proje+t as informati/e 6 understanda.le as possi.le0 I ha/e done the .est I +ould do 6 ha/e .een honest to the +ompan, to the professor 6 most importantl to mself0
Than# ou all for supportin1 me in ma#in1 this proje+ts a realit0
D)a*i Bhardwa+ ($##%#$%<%&"
(
E=>uti? Su;;ary The proje+t .asi+all tells us a.out the 1ro%th of 4undai in India from the date of its laun+h in India till no%0 It tells us that ho% 4undai a+hie/ed the se+ond position in India in su+h a less time span0
Chapter & states all a.out the proje+t, %hat the proje+t +ontains, %hat is the purpose of the proje+t and the hurdles and limitations in +ompletin1 the proje+t0 It also tells us that %hat people thin# %hile .uin1 a ne% +ar0
Chapter * states all a.out the +ompan 4undai0 It tells us that ho% the +ompan has a+hie/ed its se+ond position in Indian mar#et0 This +hapter fo+uses on the histor of the 4undai Motor India 7imited, %ho is the founders of the 4undai, %hat the +ompan has a+hie/ed in its life and the +ompan8s /ision for future0 It also tells us a.out the +ompanies Milestones, a.out the models the +ompan has laun+hed in India and has %ithdra%n from India0 This +hapter also in+ludes sales and ser/i+e net%or# and +orporate philosoph0
Chapter 3 is -esear+h Methodolo10 This +hapter tells that ho% the information is 1athered and ho% the data is +olle+ted and also the limitations of the Stud0
Chapter ! states that %hat are the out+ome of analses of the data that has .een +olle+ted and also the interpretation of the data0
Chapter ( is 9indin1s and +on+lusion0 This states a.out %hat %e +on+luded at last that is the o/erall 1ro%th of 4undai0 Chapter states the su11estions for 4undai in order to ma#e itself the .est and 1i/e the .est out of it0 The +ompan should ma#e a%are the +ustomers a.out the produ+t and also 1i/e some
offers so that the .rand name %idens its mar#et0
Ta@* Of Contnt-
To)i>-2a no! &0 Certifi+ate
3
*0 De+laration
!
30 A+#no%led1ement
(
!0 E;e+uti/e Summar
(0 Chapters (0&Chapter&
<*3
I$T-=DUCTI=$ (0&0& 4istor of +ars (0&0* Industr De/elopment (0&03 =/er/ie% of Indian Automo.ile Industr (0&0! Si1nifi+an+e of the Stud (0&0( =.je+ti/e of the Stud (0&0 >ro%th in the mar#et share of 4undai Motor India 7imited (0* Chapter*
*33<
C=MPA$Y P-=9I7E (0*0& Introdu+tion of 4undai Motors (0*0* 4undai 9inan+e (0*03 Compan 9ounder?s@ (0*0! Compan Millstones (0*0( Produ+t (0*0 Sales and Ser/i+e $et%or#
(0*0 Corporate Philosoph (0*0) Compans ision
(03 Chapter3
!'!!
-ESEA-C4 MET4=D=7=>Y (030& -esear+h Method (030* -esear+h Desi1n (0303 Sample Sie (030! Area (030( Data Colle+tion (030 -esear+h Instruments (030 -esear+h Approa+hes (030) 7imitations of the Stud (0! Chapter!
!('
DATA A$A7YSIS A$D I$TE-P-ETATI=$ (0( Chapter(
&3
9I$DI$>S A$D C=$C7USI=$ (0(0& 9indin1s (0(0* Con+lusions (0 Chapter
!
SU>>ESTI=$S A$D -EC=MME$DATI=$S (00& Su11estions (00* -e+ommendations
0 Bi.lio1raph
)'
0 Anne;ure
&!
0& Sample uestionnaire
)
CHA2TER % INTRODUCTION
<
INTRODUCTION
%!%
HISTOR/ OF CARS Fith the in/ention of the %heel in !''' BC, man8s journe on the road of
me+hanied trans port had .e1un0 Sin+e then he +ontinuall sou1ht to de/ise an automated, la.or sa/in1 ma+hine to repla+e the horse0 In the earl &'8s after se/eral attempts, 9ren+h Captain, $i+holas "0 Cu1not .uilt the first steam dri/en tra+tor0 In &))(, Garl Ben 6 >0 Damlier produ+ed the first /ehi+le po%ered . internal +om.ustion en1ine0 Then the petrol en1ine %as introdu+ed0
%!#
INDUSTR/ DE,ELO2MENT The first motor +ar on the Indian street %as seen in &)<)0 Mum.ai had its &st
ta;i+a.s in the
earl &<''0 Then for the ne;t fift ears, +ar %as imported to satisf
domesti+ demand0 In &o/t0 =f India set up a tariff +ommission to de/ise re1ulation to de/elop an indi1enous automo.ile industr in the +ountr0 After the +ommission su.mitted its re+ommendation, the >=I as#ed assem.l plants %hi+h did not ha/e plans to setup manufa+turin1 fa+ilities, to shut
do%n operations0 As a result >eneral Motors, 9ord 6
other assem.ler +losed operations in the +ountr0 Up to the earl &<)* pro/ed to .e the Hdar# a1e8 for the +onsumer, as his +hoi+e throu1hout
this period %as limited to t%o
models i0e0 Am.assador 6 Padmini0 It %as onl in &<)(, after the entr of Maruti Udo1, that the +arma#ers %ere 1i/en a free hand to fi; the pri+es of the +ar0 The >=I entered the +ar .usiness, %ith a ! sta#e in Maruti Udo1 7td0, the joint /enture %ith Suu#i Motors 7td0 =f "apan0 MU7 introdu+ed Maruti 8$$ in %8& pro/idin1 a +omplete fa+elift to the Indian +ar industr0 The +ar %as laun+hed as a JPeople8s CarK 0
&'
The deli+ensin1 of auto industr of auto industr in &<)3 opened the 1ates to a /irtual flood of international automa#ers into +ountr0 Man +ompanies ha/e entered the +ar manufa+turin1 se+tor, to tap middle and premium se1ment of +ar industr0
%!&
O,ER,IE5 OF INDIAN AUTOMOTI,E INDUSTR/
The automo.ile industr has +han1ed the %a people li/e and %or#0 The earliest of modern +ars %as manufa+tured in the ear &)<(0 Shortl the first appearan+e of the +ar follo%ed in India0 As the +entur turned, three +ars %ere imported in Mum.ai ?India@0 Fithin de+ade there %ere total of &'*( +ars in the +it0 The da%n of automo.ile a+tuall 1oes .a+# to !''' ears %hen the first %heel %as used for transportation in India0 In the .e1innin1 of &(th +entur Portu1uese arri/ed in China and the intera+tion of the t%o +ultures led to a /ariet of ne% te+hnolo1ies, in+ludin1 the +reation of a %heel that turned under its o%n po%er0 B &''s small steampo%ered en1ine models %as de/eloped, .ut it too# another +entur .efore a fullsied en1inepo%ered /ehi+le %as +reated0 The a+tual horseless +arria1e %as introdu+ed in the ear &)<3 . .rothers Charles and 9ran# Durea0 It %as the first internal+om.ustion motor +ar of Ameri+a, and it %as follo%ed . 4enr 9ordLs first e;perimental +ar that same ear0 =ne of the hi1hestrated earl lu;ur automo.iles %as the &<'< -olls-o+e Sil/er >host that featured a 5uiet +linder en1ine, leather interior, foldin1 %inds+reens and hood, and an aluminum .od0 It %as usuall dri/en . +hauffeurs and emphasis %as on +omfort and stle rather than speed0 Durin1 the &<*'s, the +ars e;hi.ited desi1n refinements su+h as .alloon tires, pressedsteel %heels, and four%heel .ra#es0 >raham Pai1e DC Phaeton of &<*< featured an )+linder en1ine and an aluminum .od0 The &<3 Pontia+ De 7u;e sedan had room interior and rearhin1ed .a+# door that suited more to the needs of families0 In &<3's, /ehi+les %ere less .o; and more streamlined than their prede+essors0 The &
Ma+or )*ayr- in th Indian Car Indu-try 9ier+e +ompetition amon1 the major +ar plaers +an .e %itnessed in the Indian Car industr0 The India +ar industr is .ein1 dominated . the follo%in1 major plaers: •
4industan Motors
•
Maruti Udo1
•
-e/a Ele+tri+ Car Co0
•
Daimler Chrsler India Pri/ate 7td0
•
9iat India Pri/ate 7td0
•
9ord India 7td0
•
>eneral Motors India
•
4onda Siel Cars India 7td0
•
4undai Motors India 7td0
•
Toota Girlos#ar Motor 7td0
•
S#oda Auto India Pri/ate 7td0
•
Audi A1
•
BMF
•
Che/rolet
•
9or+e Motors
•
$issan Motor Co0 7td0
•
•
Pors+he -olls-o+e Motor
&*
•
Car Companies In India
•
Tata Motors
Car Manufa>turr- in India The reas on .ehind the immen se 1ro%th of the India Car Indu-try +an .e attri.uted to the a/aila.ilit of +ar loans, afforda.le rates of interest, smooth repament fa+ilities and the dedu+tions offered to the +ustomers . the retailers0 The +onstant +han1es in the e;istin1 +ar models %ith re1ard to desi1n, inno/ation, te+hnolo1, and +olors, ha/e led to a fier+el +ompetiti/e mar#et0 $o% that te+hnolo1 and inno/ation are not alien +on+epts for Indian +ar ma#ers, Indian +ars are .e+omin1 in+reasin1l slee#, stlish, and lu;urious0
Car S;ntation Fith the e;pansion of Indian Automoti/e mar#et o/er a period of time the se1mentation of +ar models +ame in to e;isten+e .ased on +ars definin1 +hara+teristi+s namel: •
Sie
•
Performan+e
•
Pri+e
4o%e/er %ith +ontinuin1 1ro%th of mar#et SIAM ?So+iet of Indian Automoti/e Manufa+turers@ implemented the se1mentation of +ars on the .asis of len1th of the +ars0
&3
CAR SEGMENTATION AS 2ER SIAM MINI (A%" SEGMENT •
A& ? Mini Up to 3!''mm@: Maruti )''
•
The se1ment 1re% /er fast in the initial ears of e;pansion of automoti/e industr in India
•
The se1ment started shrin#in1 %hen ne% se1ments +ame into e;isten+e and is +ontinuousl on de+line0
COM2ACT (A#" SEGMENT
A* ?+ompa+t 3!'& to !''' mm@: Santro, i&', >et Prime, Fa1on-, Alto, Palio Stile, Indi+a, en Estilo, A/eo UA, Spar#, 9ord 9usion Diesel, S%ift The A* se1ment is 1ro%in1 +ontinuousl and a++ounts for 0) of the total +ar mar#et toda There are more than (' la#hs of A& se1ments users %ho +an .e up1raded to A* se1ment0 THE MID'SIE (A&" SEGMENT •
A3 ? Mid Sie !''& to !(''mm@: Esteem,SN!,A++ent, Siena, Indi1o, I#on, Cit, 7an+er, Cedia, 9iesta, A/eo, erna, 7o1an and Am.assdor0
•
A3 se1ment has started 1ro%in1 no% and is e;pe+ted to spend rapidl in future0
•
Fithin A3 se1ment upper A3 se1ment has started 1ro%in1 no%0
EECUTI,E (A3" SEGMENT
A! ?E;e+uti/e!('& to !''mm@: Elantra, =+ta/ia, 7aura, Mer+edes C+lass, Corolla, Ci/i+, =ptra Ma1num0 2REMIUM (A7" SEGMENT
A( ?Premium!'& to ('''mm@: Sonata, Teana, A++ord, Camr0
&!
LUUR/ (A" SEGMENT
A ?7u;ur(''&mm and a.o/e@: S+lass C (,AN T/2E": =mni, ersa, E+o0 B# (2a--nr Carrir": Ta/era, Sumo, Inno/a, Erti1a0 SU,-: Tu+son, C-, Endea/our, >rand itara, NTrail, Montero, Safari, Pajero0
&(
CHANGES IN CAR INDUSTR/ IN INDIA Th *at-t d?*o);nt- in th >ar ;art in India
In $aasi#, a +ar manufa+ture plant has .een esta.lis hed as a result of a joint /enture of -enault and Mahindra 6 Mahindra to manufa+ture a +omparati/el +heap +ars ?at USO <,''@, mainl tar1etin1 the Indian middle +lasses, the outh, and the affluent +lasses in rural India0 Tata Motors has plans to laun+h a lu;ur +ar %ith an en1ine of 33 horsepo%er0 The re+ent redu+tion in the e;+ise dut of the small +ars from *! to & %ill definitel pro/e to .e a .oon for the India +ar industr0 T>hni>a* ad?an>;nt- in th Indian Car Indu-try
The latest te+hni+al ad/an+ements in the +ar mar#et in India in+lude the follo%in1 features •
Po%er Steerin1
•
-adial Tires
•
Antilo+# Brea#in1 Sstems
•
Tiptroni+ Transmission
Th ?arid >ar ;art- in India
The mar#et for small +ars no% o++upies a su.stantial share of ' out of the annual produ+tion of & million +ars in India0 Maruti Udo1, %ith its le1endar Maruti )'' is the leader in the small +ar mar#et0 A num.er of manufa+turin1 plants are +omin1 up for ad/an+ements in the field of small +ars0 The re+ent laun+hes in the small +ar mar#et in India are: •
>et Prime . 4undai Motor Co0
•
Tata Ma1i+ . Tata Motors Tata Ma1i+
•
Palio Stile . 9iat India P/t0 7td
&
Midsied +ars are normall +ars ran1in1 from -s0 3) la#h and 1enerall meant to .e ! seaters0 The midsied +ar se+tion has re+entl mo/ed .eond the & la#h tar1et0 The re+ent laun+hes in the midsie +ar mar#et in India are: •
&0! SNI Durator5 . 9ord Motor Co0
•
Indi1o N7 . Tata Motors
7u;ur +ars and premium +ars are 5uite e;pensi/e and the are pur+hased for their desi1n, inno/ation, and te+hnolo10 The are usuall pri+ed o/er -s0 *' la#h and ha/e man ta#ers in India0 The re+ent laun+hes in the premium +ar mar#et in India and the lu;ur +ar mar#et in India are: •
Sonata Em.era 4Mati+ . 4undai Motor Co0
•
$issan Teana . $issan Motor Co0 7td
Sports Utilit ehi+les ?SUs@ ha/e also .e+ome /er popular in India as the are +onsidered ad/anta1eous due to their a.ilit to a++ommodate more passen1ers0 The are ideal for trips %ith the %hole famil0 The Sport Utilit ehi+le mar#et in India is the most .oomin1 mar#et in India presentl and SUs ha/e .e+ome the fastest sellin1 +ars of India0
&
%!3
SIGNIFICANCE OF THE STUD/
Their main moti/e is toattra+t the +ustomers0 To attra+t the +ustomers the pro/idin1 e;tra .enefits to the +ustomers i0e0 finan+e , free insuran+e, free tours, 1ifts et+0 Indian +ar industr is trin1 to .rin1 the dream ma+hine for all tpe of +ustomers0 Toda there is .oom in +ar industr0 Man of the +ar +ompanies are laun+hin1 ne% models %ithin e/er si; month0
Maruti is mar#et leader %ith his &* models 6 .i1 +hain of ser/i+e station6 dealers0
Tata ha/in1 ) models 6 passen1er +ars,
9ord has ! models,
>M has models,
Datsun has & model
9iat has * models,
4undai has < models,
Toota has models in the mar#et0 Man of resear+hes ha/e .een done on the automo.ile industr as it is the most dnami+ area0 Automo.ile industr is 1ro%in1 /er fastl in India0 -easons for this are hi1h pur+hasin1 po%er or more disposa.le in+ome, +han1in1 life stle, 1o/t0 poli+ies, eas loan a/aila.ilit, +ompetition amon1 +ompanies, ne% entran+es throu1h joint /entures, mer1ers et+0 To understand the +onsumer8s %ants or e;pe+tations from
an +ompan these
resear+hes ha/e .een +ondu+ted0 Some of these resear+hes are as follo%s •
Arora, -ohit0,“ Customer Perception About Small Car”! a stud *'''0 -eedd, Dr0D0-a1unatha 6 Ba.u, Madi+onda Gishore ,"A Study on Passenger Car
Industry in India.” Indian Journal of Mareting !ct." #$$% •
0 Anuj0 9CustomerIntention for t&e purc&ase of ne'ly a(ailable )$$$cc cars 0K A resear+h report &<<)*''' &)
&<
%!7
OB.ECTI,ES OF THE STUD/ &0
To stud the feed.a+# of +onsumers to%ards 4undai motors0
*0
To stud the fa+tors %hi+h plaed important role at the time of pur+hase0
30
To stud post pur+hase .eha/ior of +onsumers0
!0
To stud the impa+t of a1e 1roup, in+ome %hile pur+hasin1 the +ar
*'
%! Growth In Th Mart Shar Of Hyundai Motor India Li;itd
In #$%%'%# ;art -har of Hyundai wa- 3
2
2011-12 (%) 12 1
4
2
5
2
81
Ford
Fiat
Hyundai
Honda
HM
Toyota
Maruti
GM
Fi No! % 6 Mart -har of Hyundai Motor India Li;itd in #$%%'%#
*&
Nissan
In #$%#'%& ;art -har of Hyundai wa- %&
2012-13 (%)
! 13 13
2
4
!2
Ford
Fiat
Hyundai
Honda
HM
Toyota
Maruti
Nissan
Fi No! # 6 Mart -har of Hyundai Motor India Li;itd in #$%#'#$%&
**
In #$)*+)% In *'&3&! 4undai motor a+hie/ed *nd position %ith &! of total mar#et share0
2013-14 (%) 32 1
14
2
5
8
58
!
Ford
Fiat
Hyundai
Honda
HM
Toyota
Nissan
Maruti
GM
Fi No! & 6 Mart -har of Hyundai Motor India Li;itd in #$%&'#$%3
*3
CHAPTER 2 COMPANY PROFILE
*!
#!%Introdu>tion to Hyundai Motor4undai Motor India 7imited, a %hollo%ned su.sidiar of 4undai Motor Compan ?4MC@, South Gorea, %as esta.lished in
India in D>;@r %< 0 The inte1rated
manufa+turin1 plant set up to an initial in/estment of USO &! million is presentl the lar1est
manufa+turin1
7o+ated at
fa+ilit
Irrunattu#ottia, near
of
Chennai, 4undai
4MC Motor
outside India has
Gorea0 emer1ed
as
a
si1nifi+ant dri/er of the re1ion8s e+onom . helpin1 +ode/elop one of India8s lar1est automoti/e manufa+turin1 ones supported . o/er *( IndoGorean joint/enture partners and ori1inal e5uipment /endors, jointl emploin1 o/er &',''' people0 The +ompan8s maiden laun+h, Santro, made mar#etin1 histor . .e+omin1 one of India8s .estsellin1 +ompa+t +ars and +atapulted 4undai to the position of India8s se+ond lar1est +arma#er in just si; months0 The %inner of the Business Standard Motorin1 Car of the ear &<<< and rated the Best Small Car in the " D Po%er Asia Pa+ifi+ Initial ualit and Apeal studies for three ears in a ro% Santro +ontinues to .e India8s most preferred and re+ommended +ompa+t +ar0 A>>ntlaun+hed in &<<<, has also stood its 1round a1ainst some of the .est
#no%n 1lo.al .rands to emer1e as a leader in the Indian midsie +ars se1ment0 =fferin1 one of the most e;tensi/e and te+hnolo1i+all ad/an+ed produ+t lineups in this se1ment, A++ent has topped the "D Po%er APEA7 +ustomer satisfa+tion stud and the se1ment sales for t%o ears in a ro%0 Sonata0laun+hed in *''&, sho%+ased 4undai Motor India8s +apa.ilit to produ+e
hi1hend lu;ur automo.iles0 The fla1ship of the 4undai sta.le in India, +urrentl has a mar#et share of near * per+ent0 After the su++ess of all its three .rands in India, 4undai has re+entl laun+hed its fla1ship .earer model, the Trra>an,inIndia0 -e+entl the ha/e laun+hed >et in India0 This is a +ar +o/erin1 spa+e .et%een Santro 6 A++ent0 4MI78s full inte1rated stateoftheart manufa+turin1 plant near Chennai .oasts some of the most ad/an+ed produ+tion, 5ualit and testin1 +apa.ilities in the +ountr0 4MI7 has sold o/er ('',''' +ars in a re+ord time of just o/er ( ears sin+e +ommen+ement of +ommer+ial produ+tion in Septem.er &<<)0 *(
The +ompan is in/estin1 an additional USO **' Mn to e;pand +apa+it at this plant to *(',''' units a ear in line %ith its re+ent desi1nation as 4MC8s 1lo.al e;port hu. for small +ars and to +ater to its up+omin1 produ+t laun+hes India0
En?iron;nt Frind*y 4undai Motor India has .een a%arded the .en+hmar# IS= &!''& +ertifi+ation for its sustaina.le en/ironment mana1ement pra+ti+es0 7i/in1 up to its +ommitment of pro/idin1 1lo.al standards of 5ualit and pro+ess mana1ement in India, 4undai had put in pla+e an En/ironment Mana1ement Sstem ?EMS@ at its manufa+turin1 plant in Chennai ri1ht from its proje+t sta1e0 The +ertifi+ation pro+ess %as +ompleted in a re+ord time of &' months! The assessment %as done . TU SUDDEUTSC47A$D and +o/ered areas li#e A%areness Trainin1, Te+hnolo1 Up 1radation, -e++lin1, Faste Mana1ement and fulfillin1 >o/ernment -e1ulations0 4undai
Motor
Compan,
S0 Gorea,
the
parent
of
4MI, has
.een
doin1
+onsidera.le %or# on sustaina.le En/ironment Mana1ement 0 The +ompan has a %ell defined frame%or# in pla+e for de/elopin1 produ+ts that redu+e pollutant emissions and pro+esses for preser/ation of natural resour+es and ener1 alon1 all the sta1es of the produ+t life++le from produ+tion, sales, use to disposal0 The +ompan has also .een in the forefront of de/elopment of en/ironment friendl te+hnolo1ies li#e 4.rid Ele+tri+ ehi+les ?4Es@, and 9uel Cell Ele+tri+ ehi+les ?9CEs@ and has .een a%arded the IS= &!''& +ertifi+ation for all its three major plants in Ulsan, Asan and "eonju in S0Gorea0
So>ia* R-)on-i@i*ity 4undai, as a responsi.le +orporate +itien is +ommitted to sustaina.le so+ial de/elopment and the preser/ation of the en/ironment0 All the +ompanLs #e manufa+turin1 units, in+ludin1
the
Indian
plant ha/e
the
IS= &!''&
+ertifi+ation
for
its
En/ironment
mana1ement pra+ti+es0 As a part of its so+ial responsi.ilit pro1rams, the +ompan +ondu+ts /arious +ampai1ns to spread a%ar eness of in+ar saf et and safe dri/in1 pra+ti+es, parti+ularl tar1eted a1ainst drun#en dri/in1, speedin1, et+0 *
As a part of its +ommunit de/elopment proje+ts, the +ompan has adopted a fe% /illa1es around its fa+tor in Tamil $adu and has .een %or#in1 to%ards the so+ial and e+onomi+ de/elopment of these /illa1es, assistin1 them in the areas of primar health +are, edu+ation, .asi+ amenities and emploment opportunities0
*
#!# H/UNDAI FINANCE! 4D9C Ban# Ban# =f India ICICI Ban#0 Citi.an#0 Standard Charted Ban#0 Gota# Mahindra Primus 7td0 Ban# of Punja.0 Ma1ma 7easin1 7td0 Mahindra 6 Mahindra 9inan+ial Ser/i+es 7td0 Punja. $ational Ban#
*)
#!& Co;)any Foundr(-" 4undai %as founded . Chun1 "uYun1, a South Gorean, %ho %as .orn in a poor famil in &<&( and %as the eldest of ei1ht +hildren of poor tenant farmers in Asan, Ton1+hon0 "uYun1 had ei1ht sons and a dau1hter0 "uYun1 supported himself . peddlin1 ri+e for a Seoul /endor and later pur+hased the ri+e shop in &<30 4is +ompan %as shut do%n %hen the "apanese made it ille1al for Goreans to o%n ri+e shops0 After his ri+e shop +losed, "uYun1 opened three initiati/es: the 4undai auto ser/i+e, the 4undai +onstru+tion +ompan and 4undai hea/ industries0 4undai Auto Ser/i+e %as a +ar repair shop that he opened %ith the help of his .rother0 Mr0 "uYun1 also se+ured se/eral +onstru+tion proje+ts and . &<' 4undai had emer1ed as Gorea8s $o0 & +onstru+tion +ompan0 "uYun1 re+ei/ed man .usiness orders as a result of his %ell%isher Par# Chin1 %ho supported him seein1 his hard %or#, tena+it and perse/eran+e0 "uYun1 also esta.lished a ship .uildin1 .usiness +alled 4undai 4ea/ Industries0 "uYun1 .uilt the follo%in1 +ompanies: 4undai En1ineerin1 ?+onstru+tion@, 4undai Motors ?automo.iles@, 4undai Mer+hant Marine ?shippin1@ and oil interests and 4undai Ele+troni +s ?+omputer +hips@0 "uYun1 used the profits he 1ained in these +ompanies in order to .uild hospitals, s+hools and apartments for 4undai %or#ers0 "uYun1 died in *''& due to a .out of pneumonia0
*<
#!3 Co;)any Mi*-ton&0
%: 4undai Motor India 7imited %as esta.lished at its first plant near Chennai0
*0
%8: the first Santro %as produ+ed0
30
#$$$: 4undai laun+hed its &'','''th +ar from Chennai0 It also laun+hed the ip dri/e0
Santro +rossed &'',''' +ars in sales and e;ported ' A++ents and Santro +ars to Al1eria0
!0
#$$%: The *'','''th +ar %as rolled out0 The ne% loo# hat+h.a+# Santro and lu;ur sedan
Sonata %ere laun+hed0
(0
#$$#: the &0& litre EEpsilon en1ine %as laun+hed 1lo.all0 In *''*, the 3'','''th +ar of
4undai %as laun+hed %ith the laun+h of the A++ent i/a0 The Santro Automati+ Transmission as %ell as the A++ent C-Di %as laun+hed0
0
#$$&: 4undai started e;ports to 7atin Ameri+a0 It rolled out the !'','''th +ar0 It started
e;portin1 the Santro Nin1 and SU Terra+an in the same ear0
0
#$$3: 4undai Motors India 7imited +rossed sales fi1ure of &'',''' in the e;port
mar#et0
3'
)0
#$$7: Santro .e+ame #no%n as the lar1est sellin1 +ar
of 4undai0 4undai laun+hed the SU Tus+on0 It also laun+hed the >lo.al Dealer Mana1ement Sstem0 This %as a 1reat Jlaun+hK ear for 4undai as it laun+hed the Santro Nin1 %ith e-7N te+hnolo1, the Sonata, and the e;port /ersion of its >et +ar Q the >7E0 It also e;ported its *'','''th +ar o/erseas0
<0
#$$: 4undai laun+hed its &, ''',''' +ar and also laun+hed the 4MI7 9oundation0 It
laun+hed .oth the 4undai erna Q in Petrol and Diesel0 It e;ported its 3'','''th +ar0
&'0 #$$<:
the +ompan laun+hed the >et Prime, erna C-DiS;, the Sonata C-Di
Automati+, and the Santro C$> and e;ported its !'','''th +ar0
&&0 #$$8:
4undai inau1urated its *nd plant in Chennai, and laun+hed the follo%in1 +ars: i&'
%ith the Gappa en1ine, Santro E+o and the i*' hat+h.a+#0
&*0 #$$:
4undai laun+hed man +ars the ne% Sonata Transform, the ne% erna Diesel
Automati+, and the i&'0
&30 #$%$:
4undai laun+hed the i&' ele+tri+ +ar in India0 This %as the ear it had &' la#h +ar
e;ports, laun+hed the erna transform, had 3' la#h sales, in+ludin1 *' la#h domesti+ sales0 It also laun+hed the all ne% ne;t >eneration i&', and the Santa 9e0
&!0 #$%%:
4undai $e% 9luidi+ erna %ins the L-eaderLs Choi+e Midsie Car of the YearL at
Top >ear A%ards *'&& also Cele.rated the 4undai E=$ laun+h e/ent .
&(0
#$%#: Elantra has .een a%arded the presti1ious LSaloon Car of The Year *'&*L . BBC Top >ear Ma1aine A%ards *'&* also the All $e% Sonata 7aun+hed at the $e% Delhi
Auto E;po *'&* and the laun+h of i>en i*'0 3&
#!72RODUCTS
Manua!"u#$ &'!a&& &0 4undai A++ent E;e+uti/eR000?7aun+hed *'&&@ *0 4undai Santro Nin1RRRR?7aun+hed *''3@ 30 4undai Um.er Cool i*'RRR0?7aun+hed *'')@ !0 4undai $e;t >en i&'RRR00?7aun+hed *'&'@ (0 4undai 9luidi+ ernaRRR0?7aun+hed *'&&@
0 4undai E=$RRRRRR000?7aun+hed *'&&@ 0 4undai $eo 9luidi+ ElantraR?7aun+hed *'&*@ )0 4undai >rand i&' RRRR0?laun+hed *'&3@ <0 4undai N+ent RRRRRR ?laun+hed *'&!@
I*'#"$ &0 4undai Terra+anRRRRR0?*''3Q*''@ *0 4undai ElantraRRRRRR?*''!Q*''@ 30 4undai Tu+sonRRRRRR?*''(Q*'&'@ !0 4undai Sonata TransformR000?*'&'Q*'&&@ (0 4undai Santa 9eRRRRR00?7aun+hed *'&'@ 3*
0 4undai SonataRRRRRR0?7aun+hed *'&*@
D+,!'n"+nu$ &0 4undai SantroRRRRR000?&<<)Q*''&@ *0 4undai A++ent >TN RRR0?&<<
oldRRR00?*''&Q*''(@ (0 4undai A++ent i/aRRR00?*''*Q*''!@ 0 4undai A++ent C-D iRRR?*''*Q*''!@ 0 4undai Atos PrimeRRRR?*''3Q*'')@ )0 4undai >et RRRRRR00?*''!Q*''@
<0 4undai A++ent >7SRRR00?*''!Q*''(@ &'0 4undai Ami+aRRRRRR?*''(Q*'')@ &&0 4undai Sonata Em.eraRR00?*''(Q*''<@ &*0 4undai A++ent >7ERRR00?*''Q*'&&@ &30 4undai ernaRRRRRR?*''Q*'&'@ &!0 4undai >et PrimeRRRR?*''Q*'&'@ &(0 4undai i&'RRRRRRR0?*''*'&'@ &0 4undai erna TransformR000?*'&'*'&&@
33
#! Sa*- and -r?i> ntwor 4MI7 has !(& dealers hips and more than ! #$undai %uthori&ed 'erie enter s in 3!' +ities a+ross India0 4MI7 also operates its o%n dealerships #no%n as #$undai *otor +la&as in lar1e
3!
metros
a+ross
India0
4MI7
has
the
se+ond
lar1est
sales
and
ser/i+e net%or# in India after Maruti Suu#i0 Car sales in the +ountr +ould see some re+o/er in the se+ond half of *'&*, Ar/ind Sa;ena, dire+tor for sales and mar#etin1 at 4undai India told reporters at an industr e/ent0 India8s +ar sales, %hi+h 1re% 3' in the ear that ended in Mar+h *'&& are e;pe+ted to .e flat in the +urrent finan+ial ear, an industr .od said last month, as hi1h interest rates and risin1 input +osts .ite0
Huna+ a&$, T#$n, 1$4""$"""
1$2""$"""
1$"""$"""
8""$"""
!""$"""
4""$"""
2""$"""
"
1812"""2""12""22""32""42""52""!2""#2""82""2"1"2"112"12 Do%&sti' (a)&s
*+,orts
Tota)
9i10 $o0 ( 4undai Sales Trends
3(
#$undai *otor ,ndia -imited Annual Sales Do;-ti>Sa*-
E=)ort-
Tota*
%
),!!
'
),!!
#$$$
&,*
*'
&,!
#$
%$)*,)<
3,)*3
),&<
#$$#
),&(
,'<*
<3,*
#$$&
&'*,)'
),*!(
&&&,'(&
#$$3
&*',3*(
3',!&
&(',!&
#$$7
&3<,(<
(,)&
*&(,3'
#$$
&(,*<&
<,('
*(*,)(&
#$$<
&),&!
&&3,33<
*<<,(&3
#$$8
*'',!&&
&*,!<
3*,&'
#$$
*!(,3<
*!3,<&<
!)<,3&
#$%$
*)<,)3
*','&
((<,))'
#$%%
3(,&
*!,&'*
'3,)&<
#$%#
33,'<
*!*,33'
&,'3<
#$%&
3<&,*
*(',''(
!&,*)&
3
#!< Cor)orat 2hi*o-o)hy
Mana;nt 2hi*o-o)hy
Fith the spirit of +reati/e +hallen1e, %e %ill stri/e to +reate a more affluent lifestle for humanit, and +ontri.ute to the harmon and +oprosperit %ith shareholders, +ustomers, emploees
and
other
sta#eholders
in
the
automo.ile
industr0
The spirit of +reati/e +hallen1e has .een a dri/in1 for+e in leadin1 4MC to %here it is toda0 It is the
permanent
#e
fa+tor
for
4MC
to
a+ti/el
respond
to
+han1e
in
the
mana1ementsstem and see# +reati/e and selfinno/ati/e sstem0 Fith the spirit of +reati/e+hall en1e, %e +reate profits, the primar o.je+ti/e of a pri/ate enterprise0 9urthermore, %e ta#e responsi.ilit for the en/ironment and so+iet %e .elon1 to, and offer sustaina.le mo.ilit in order to implement our +orporate philosoph and pro/ide .enefits to all sta#eholders in+ludin1 shareholders, +ustomers, e;e+uti/es, emploees, suppliers, and +ommunities0
9i10 $o0 Mana1ement Philosoph
Fe announ+ed Inno/ation for Customers as our midQto lon1Qterm /ision %ith fi/e +ore strate1ies: 1lo.al orientation, respe+t for human /alues, +ustomer satisfa+tion, te+hnolo1
Ta.le $o0 & 4 undai Annual Sales 3
inno/ation, and +ultural +reation0 Fe desire to +reate an automo.ile +ulture of puttin1 +ustomer first /ia de/elopin1 humanQ +entered and en/ironmentQfriendl te+hnolo1i+al inno/ation0
9i10 $o0 Inno/ation for 4umanit
3)
Mana;nt 2o*i>y Based on a respe+t for human di1nit, %e ma#e efforts to meet the e;pe+tations of allsta#eholders in+ludin1 +ustomers and .usiness partners . .uildin1 a +onstru+ti/erelationship amon1st mana1ement, la.or, e;e+uti/es and emploees0 Also, %e fo+us on +ommuni+atin1 our +orporate /alues .oth internall and e;ternall, and 1ainin1 +onfiden+e from all sta#eholders0 Mid and 7on1term Strate1ies0 Fe de/eloped fi/e mid and lon1Qterm strate1ies: 1lo.al mana1ement, hi1her .rand /alues, .usiness inno/ation, en/ironmental mana1ement, and stren1thenin1 produ+t +ompetiti/eness0 Espe+iall, %e sele+ted en/ironmental mana1ement as one of our strate1ies to meet the needs of our sta#eholders and the so+iet %e .elon1 to0 Fe also intend to promote sustaina.ilit de/elopment and preser/ation of the en/ironment0
9i10 $o0 ) Mana1ement Poli+
3<
#!8 Co;)any- ,i-ion The +ompan8s motto is ",nnoation for ustomers. The +ompan8s /ision is fi/e +ore strate1ies: 1lo.al orientation,
respe+t
for
human
/alues,
+ustomer
satisfa+tion, te+hnolo1 inno/ation, and +ultural +reation0 The ha/e a desire to +reate an automo.ile +ulture of puttin1 +ustomer first /ia de/elopin1 humanQ+entered and en/ironmentQfriendl te+hnolo1i+al inno/ation0 The +ompan8s stri/e8s to +reate a more affluent
lifestle
for
humanit,
and
+ontri.ute
to
the harmon and +o
prosperit %ith shareholders, +ustomers, emploees and other sta#eholders in the automo.ile industr0 The spirit of +reati/e +hallen1e of the +ompan has .een a dri/in1 for+e in leadin1 4MI7 to %here it is toda0 It is the permanent #e fa+tor for 4MI7 to a+ti/el respond to +han1e in the +ompan8s the mana1ement sstem and see# +reati/e and selfQinno/ati/e sstem0 The spirit of +reati/e +hallen1e +reates profits, the primar o.je+ti/e of a pri/ate enterprise0 9urthermore, the +ompan8s ta#es responsi.ilit for the en/ironment and so+iet and pro/ide .enefits to all sta#eholders in+ludin1 shareholders, +ustomers, e;e+uti/es, emploees, suppliers, and +ommunities
Auto;oti? ,i-ion JTo .e+ome a trusted lifetime partner of our +ustomers, %e %ill .rin1 a ne% perspe+ti/e to automo.iles throu1h inno/ati/e mo.ilit solutions .ased on human+entri+, e+ofriendl te+hnolo1ies and ser/i+es0K
St* ,i-ion JAs an e+ofriendl, resour+e+ir+ulatin1 +ompan, %e %ill lead a ne% era in the steel industr . pro/idin1 hi1h /alueadded produ+ts and ser/i+es and realiin1 %orldLs .est +ompetiti/eness .ased on +ooperati/e relations %ith our sta#eholders0K
!'
Con-tru>tion ,i-ion JAs a 1lo.al leadin1 pro/ider of hi1h/alue en1ineerin1 solutions, %e %ill +reate the foundation for a .etter life throu1h +ross.usiness sner1 and +on/er1en+e %ith future te+hnolo1ies0K 4undai fo+uses on fi/e main /alues: Customer, Challen1e, Colla.oration, People and >lo.alit0 Pro/idin1 +ustomers top ser/i+e %ill .e at the top of their a1enda0 The +ompan %ill /enture into ne% areas and not remain traditional0 The +ompan %ill ha/e a spirit of +olla.oration0 People %ill .e respe+ted and /alued0 The +ompan is not limited to +ountr+entri+ areas .ut %ill .e #no%n in the 1lo.al arena0
!&
CHA2TER & RESEARCH METHODOLOG/
!*
R-ar>h Mthod -esear+h in +ommon refers to a sear+h for #no%led1e0 =ne +an also define resear+h as a sstemati+ sear+h for information on a spe+ifi+ topi+0-esear+h means sear+h for ne% #no%led1e0 In other %ords resear+h ma .e defined as a s+ientifi+ 6 sstemati+ sear+h for pertinent information on a spe+ifi+ topi+0 In fa+t, resear+h is an art of s+ientifi+ in/esti1ation0 Rd;an defined resear+h as “ Systematic effort to gain ne' no'ledge.”
R-ar>h D-in Manin of R-ar>h d-in'
The formida.le pro.lem that follo%s the tas# of definin1 the resear+h pro.lem is the preparation of the desi1n of the resear+h proje+t, popularl #no%n as the resear+h pro.lem0 De+isions re1ardin1 %hat, %here, %hen, ho% mu+h, . %hat means +on+ernin1 an in5uir or a resear+h stud +onstitute a resear+h desi1n0
SAM2LE SIE Sample sie is &'' respondents0
AREA •
Delhi
•
$oida0
!3
DATA COLLECTION I ha/e +olle+ted the data from the follo%in1 methods0 •
Inter/ie%,
•
uestionnaire, •
Internet
METHODS OF DATA COLLECTION The tas# of data +olle+tion .e1ins after a resear+h pro.lem has .een defined 6 resear+h desi1n +hal#ed out0 There are t%o tpes of data &0
Primar0
*0
Se+ondar0 %! 2ri;ary Data
Primar data are those %hi+h are +olle+ted afresh 6 for the first time, 6 thus happen to .e ori1inal in +hara+ter0 Primar data is +olle+ted from the follo%in1 methods: O@-r?ation Mthod!
Inter/ie% Method0
uestionnaire Method0 #! S>ondary D ata
Se+ondar data are those %hi+h ha/e alread .een +olle+ted . someone else 6 %hi+h ha/e alread passed throu1h the statisti+al pro+ess0 !!
0
RESEARCH INSTRUMENTS •
uestionnaire
•
Arti+les
RESEARCH A22ROACHES •
9un+tional
•
Emotional
•
Pra+ti+al
!(
LIMITATION OF THE T.DY
7imited area0
7imited time period due to re1ular +lasses0
Some responses to the 5uestions %ere a.a+uses0
Sample %as +on/enien+e sample0
Some respondent %ere not %illin1 to 1i/e the ans%er0
!
CHAPTER 4 DATA ANALYI AND INTERPRETATION
!
%
I- it your %
-t
>arJ
D-ir
R-)on-
Fir-tCar
3$
Othr Brand- Car
$
Ta.le $o0 * -esponse Ta.le
Ot.&r /rand0s ar
First ar
4"!"-
9i10 $o0 < Pie Dia1ram
Intr)rtation&0
' respondents said that this is their 9irst Car0
*0
!' respondents said that the alread ha/e used the =ther Brand8s Car0
!)
!<
#
2o)* ha?in othr @rand- than Hyundai- >ar )r?iou-*y !
D-ir
R-)on- Ta.le $o0 3 -es onse Ta.le
Maruti
<$
Tata
%$
Othr Brand Car
#$
Maruti
Tata
Ot.&r /rand
2"1"#"-
9i10 $o0 &' Pie Dia1ram
Intr)rtation&0 ' of +ustomers %ere ha/in1 Maruti pre/iousl0
('
*0 &' of +ustomers %ere ha/in1 Tata8s /ehi+le pre/iousl0 30 *' of +ustomers %ere ha/in1 other .rand8s /ehi+le0 &
Ta.le $o0 ! -esponse Ta.le 5ho )*ayd an i;)!Ro* a- an inf*un>r in )ur>ha- of>arJ
Choi>-
R-)on-
Frind-
#7
Fa;i*y
7$
R*ati?-
%$
Sa*- E=>uti?-
%7
Fri&nds
Fa%i)y
R&)ati&s
(a)&s *+&'uti&
15-
25-
1"-
5"-
9i10 $o0 && Pie Dia1ram
Intr)rtation&0
*( of respondents said the %ere influen+ed . friends0
*0
(' of respondents said the %ere influen+ed . their famil0 (&
30
&' of r espondents said the %ere influen+ed . t heir relati/es
!0
Ta.lethe $o0 ( -esponse Ta.le . the sales e;e0 &( of respondents said %ere influen+ed
3 5hy did you )u r>ha- thi- >ar J Choi>-
R-)on-
Co;fort and -ty*
<7
2owr of ,hi>*
#7
'o%ort sty)&
,o&r o t.& &.i')&
25-
#5-
9i10 $o0 &* Pie Dia1ram
Intr)rtation(*
&0
( of respondents pur+hased 4undai8s +ar due to +omfort 6 stle0
*0
*( of respondents pur+hased 4undai8s +ar due to po%er of the /ehi+le0
(3
Ta.le $o0 -esponse Ta.le
! 7 5hat wa- th ;od of )ay;nt J
Choi>-
R-)on-
Down )ay;nt
Fu** 2ay;nt
3
Don 6ay%&nt
Fu)) 6ay%&nt
4-
!-
9i10 $o0 &3 Pie Dia1ram
(!
Intr)rtation&0
< of +ustomers ha/e pur+hased the +ar on do%n pament0
*0
=nl ! of +ustomers ha/e pur+hased the +ar on full pament0
!
5a- thr any ff>t on >ar )ur >ha-in d>i-ion du to ;od of )ay;nt J
Choi>-
R-)on-
Down )ay;nt
Fu** 2ay;nt
3
((
Ta.le $o0 -esponse Ta.le
Don 6ay%&nt
Fu)) 6ay%&nt
4-
!-
9i10 $o0 &! Pie Dia1ram
Intr)rtation&0
< respondents said that do%n pament s+heme ma#e it eas to pur+hase their dream +ar0
*0
! respondents said that there no effe+t on pur+hase due to mode of pament0
(
Ta.le $o0 ) -esponse Ta.le
!<
Do you th in yo u o t ?a *u for ; ony J
Choi>-
R-)on-
/-
8$
No
#$
Y&s
No
2"-
8"-
9i10 $o0 &( Pie Dia1ram
(
Intr)rtation&0
)' of respondents said that the 1ot the /alue for mone0
*0
*' of respondents %ere not full satisfied from their +ar0
()
Ta.le $o0 < -esponse Ta.le
!8 Fro; whr you )ur>ha-d thi- >arJ
Choi>-
R-)on-
Lo>a* 2*a>
<$
Fro; D*hi
&$
7o'a) 6)a'&
Fro% D&).i
3"-
#"-
9i10 $o0 & Pie Dia1ram
(<
Intr)rtation&0
' of respondents ha/e pur+hased the +ar from their lo+al pla+e0
*0
3' of respondents ha/e pur+hased the +ar from Delhi as the ha/e their Business or jo.,relati/es in Delhi0 The ha/e the +rae to 1et Delhi8s -e10 $o0
!
Did da*r- )ro?id any =tra @nfit to you on )ur>ha- of th >ar J
Choi>-
R-)on-
/-
87
No
%7
'
Ta.le $o0 &' -esponse Ta.le
Y&s
No
15-
85-
9i10 $o0 & Pie Dia1ram
Intr)rtation&0
)( respondents said that dealer pro/ided them one ear e;tended %arrant, Insuran+e et+0
*0
The not full satisfied&(respondent 1a/e their ans%er as no0
!%$
Do you thin )ro;otiona* ffort - *i fr in-uran >0 =tndd warra nty0 fr
ift- )*ay- an i;)ortant ro* in -a*J
&
Ta.le $o0 && -esponse Ta.le
Choi>-
R-)on-
/-
<$
No
&$
Y&s
No
3"-
#"-
9i10 $o0 &) Pie Dia1ram
Intr)rtation&0
' of respondents said es, it %ill in+rease the sale, satisfa+tion amon1 the +ustomers, 1rap ne% +ustomers 6 %ill in+rease the 1ood%ill of the +ompan0
*
*0
3' of respondent said that it does not affe+t so mu+h0 The +ustomer %ill in/est in that thin1 to %hom he thin #s is .enefi+ial mone0
!%%
Ar you -ati-fid with your >ar J
Choi>-
R-)on-
/-
8$
No
#$
3
for him or %ill 1i /e /alue for
Ta.le $o0 &* -esponse Ta.le
Y&s
No
2"-
8"-
9i10 $o0 &< Pie Dia1ram
Intr)rtation&0 )' of respondents %ere satisfied %ith their +ar 0The said
It is an amain1 pair of
%heels %ith hu1e +omfort one, ma#in1 ou realie that u are dri/in1 in hea/en
%ith the
performan+e, milea1e, stle, spa+e, features et+0 *0
*' of +ustomers %ere not satisfied %ith their +ar0 !%#
5r you ha?in fu** infor;ation a@out thi- @rand >ar or you
whi* )ur>ha-in th >a r J
!
a>Kuird
Ta.le $o0 &3 -esponse Ta.le
Choi>-
R-)on-
/-
<8
No
##
Y&s
No
22-
#8-
9i10 $o0 *' Pie Dia1ram
Intr)rtation-
(
&0
) respondents said that the had full information a.out the /ehi+le %hi+h the ha/e pur+hased0
*0
** of respondents %ere not ha/in1 the information a.out the /ehi+le .ut the a+5uired it from different sour+es li#e ma1aines, dealers, friends et+0
!%&
If no0 thn fro; whr you a>Kuird infor;ationJ
Choi>-
R-)on-
Frind-
7$
R*ati?-
#7
T, add-0 Nw-)a)r-0 Intrnt
#$
Auto Maain-
7
Ta.le $o0 &! -esponse Ta.le
Fri&nds
R&)ati&s
T adds$ n&s ,a,&rs$ int&rn&t
Auto Ma9a:in&s
52"5"25-
9i10 $o0 *& Pie Dia1ram
Intr)rtation&0
(' of respondents 1ot inf ormation . di s+ussin1 their friends, %ho alr ead ha /e the same +ar0 Fe test di/ed that +ar0
*0
*( of respondents
1ot information from their relati/es a.out the +ar0
30
*' of respondents
1ot information from T adds, ne%spapers, internet0
!0
( of respondents
1ot information from auto ma1aines li#e auto India,
=/erdri/e, et+0
)
Ta.le $o0 &( -esponse Ta.le
!%3
Ar th fatur- )ro+>td @y th >o;) any ar th a>tua* fatur- of th
>o;)any J
Choi>-
R-)on-
/-
<
No
#3
Y&s
No
24-
#!-
9i10 $o0 ** Pie Dia1ram <
Intr)rtation&0
of respondents said that the feature proje+ted . +o mpan are the a+tual feature0 ehi+le is up to mar# on that proje+ted features0
*0
*! of respondents said that the feature proje+ted . +ompan are not the a+tual features, /ehi+le differs from the a+tual proje+tions made . the +ompan0
HA6T*R 5 FINDING( AND ON7U(ION( '
&
FINDINGS
&0 E;perien+e user less prefer 4undai +ars0 *0 People %ant less pri+e +ars0 30 4undai ma#es famil +ars0 !0 Youth 1eneration prefers 4undai +ars0 (0 4undai +ars are preferred for +omfort 6 loo#s0 0 4undai +ars are mainl sold in ur.an areas0 0 4undai +ars are promoted . dealers more0 )0 4undai +ars are not fuel effi+ient0 <0 Pri+es are not satisfa+tor0 &'0 People are not satisfied %ith the performan+e li#e hare 1ear shiftin1, noise AC0 &&0 Customers are /er mu+h a%are a.out the produ+t and .rands0 &*0 Maruti is the major +ompet itor of 4MI70
*
Con>*u-ion
9rom the findin1s and analsis it is +lear that 4undai Car is hi1hl preferred %hen +ompared to the other .rands of +ar in the same se1ment0 Balan+e Sheet +learl sho% s that the +ompan has reall 1ro%n itself0 Also the mar#et share is e;pandin10 Pla+in1 it at the se+ond pla+e is reall a 1reat jo. done . the 4undai0 Con+ludin1 the performan+e of the +ompan related to four %heeler se+tor in India, 1ettin1 their mar#et share and 1ro%th and %hat are ser/i+es the are pro/idin1 after sales0 4undai Motors has mana1ed to put in spe+ta+ular performan+e 1oin1 from
stren1th
despite
in+rease
in
+ompetition the +ompanLs sales ha/e %itnessed an uptrend0 4undai Motors has mana1ed to a+hie/e this .e+ause its stron1 .rand ima1e and pro/en produ+t 5ualit underpinned the performan+e 1ro%th in re+ent ears0 Apart from the stron1 .rand JSantroK the +ompanLs performan+e a+ross the spe+trum of the passen1er +ar mar#et helped it e;ploit the 1ro%in1 demand for (stro#e Cars0
3
CHAPTER / .GGETION AND RECOMMENDATION
!
Su-tion-
Sin+e ea+h +ustomer is li#e an asset for an or1aniation the +ompan should tr to impro/e in the area of dissatisfa+tion0 Fe #no% that 1ettin1 ne% +ustomer is dou.le the +ost of retainin1 the old +ustomer so the +ompan should fo+us on retainin1 the old +ustomers %hom a in the future pur+hase the produ+t or re+ommend others to pur+hase the produ+t0 Thus the help dire+tl or indire+tl for the produ+t sale0 Chan1e is the onl thin# to retain and attra+t the +ustomers so the +ompan should identif the needs and dr to fulfill them0 4undai should adopt defensi/e mar#etin1 strate1 .e+ause as .ein1 one of the lar1est +ar dealer in Indian mar#et0 4undai must adapt ne% te+hnolo1 and train their emploees0 India is &&th lar1est passen1er +ar mar#et in the %orld0 India is the se+ond.i11est mar#et for small +ars after "apan0 It a++ounts for ' per+ent of the domesti+ mar#et0 4undai must .an# upon this aspe+t0
Ar--i? Ad Ca;)ain
4undai should put a fe% hoardin1s in different areas and also ad/ertise effe+ti/el in lo+al +a.le +hannel0 Edu>atin th >u-to;r-
4undai should edu+ate the +ustomers a.out the maintenan+e of the /ehi+le0 The should also a%are people a.out their ne% te+hnolo1 and latest laun+hes0
Attra>ti? ->h;-
>i/e fe% attra+ti/e s+hemes at the time of after sales ser/i+es li#e 1i/in1 5ui+# ser/i+e and +har1in1 them reasona.l0
(
2r-ona* tou>h with th >u-to;r-
As#in1 the +ustomers to +ome re1ularl for ser/i+in1 e/en after the %arrant period0
R>o;;ndationAfter analin1 the respondents /ie%s I found that no dou.t the +ompan has a /er 1ood ima1e in mar#et0 The ha/e positioned the produ+t in the mind of the +ustomers0 People .u their /ehi+le due to +omfort, stle, performan+e0 But some +ustomers are not satisfied due to some reasons0 I ha/e some su11estions for the +ompan0 &0 The should 1o for enlar1ement of ser/i+e station +hins Fere e/er the +ustomer 1oes %ith his he should feel some one is there to +are his +ar0 *0 Pro.lems should .e sor ted out 5ui +#l so tha t the
+ustomer ma not fe el
in+on/enient0 30 After sale of the produ+t the +omp an should ta#e feed .a+# i0e0 their /ehi+le is performin1 %ell or not0 It %ill help in maintainin1 1ood +ustomer relations0 !0 Sales e;e+uti/es should .e train ed 6 the should ha/e the #no%l ed1e a.out the spe+ifi+ation 6 parts of the /ehi+le0 (0 4MI7 should +on+entrate on milea1e of the /ehi +le .e+ause the pri+e of fuel are /er hi1h00 0 4MI7 should laun+h other models than Santro and >et to attra+t the middle +lass famil as Maruti has ( small +ars in mar#et0 0 4MI7 should esta.lish a lar1e ser/i+es net%or#0 )0 The should sho% the feature in the ads rather than usin1 +ele.rities0 <0 4MI7 should laun+h lo% pri+e /ehi+les li#e Maruti8s )'', Alto0
Bi@*iora)hy
)
BooGothari C0-0, J R-ar>h Mthodo*oyK, $e% A1e International Pu.li+ation, $e% Delhi, Edition ?*''<@0 Gotler Philip, JMartin Mana;ntK, Prenti+e 4all of India P/t0 7td0, $e% Delhi, &&th Ed ?*'&&@0
Sa;ena 6 -ajan, J Martin Mana;ntK, Tata M+ >ra% 4ill Pu.li+ation Co0 7td0, $e% Delhi, *'&* Edition0 S+hiffman 7eon >0,KConsumer Beha/iorK Prenti+e 4all of India P/t0 7td0, $e% Delhi0 Solemon Mi+hael -0,K Consumer Beha/iorK Prenti+e 4all of India P/t0 7td0, $e% Delhi0
.ourna*- 1 MaainSharma 0 Su.rahamana ?Ma *''<@ An Appli+ation of Attri.ution in +onsumer de+ision 6defense a1ainst post pur+hase dissonan+eK a +ase stud of +onsumer .eha/ior, Indian "ournal of mar#etin10 -edd Dr0 D -a1hunatha, ?=+t0*'&'@ A Stud of Passen1er +ar industr in IndiaK, Indian "ournal of mar#etin10 Business Standard Motorin1 De+*'&30 Auto India /ol0 &*0 Issue no: <, 9e.0 *'&*0 =/erdri/e Ma1aine, 9e.0*'&!0
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Ann=ur
)&
2; Are ou Q a; Male <; 9emale 3; Fhat is Your A1e a; &)*' <; *'3' '; 3'!' d; !'(' &; (' and a.o/e 4; Do ou o%n a +ar a; Yes <; $o ?if no, 5uestionnaire ended, Than# You@
5; Sin+e %hen ou o%n a +ar a; 7ess than a ear <; & ear Q 3 ear '; 3 ear Q ear d; ear Q < ear
)*
&; < ear or more !; 4a/e ou e/er o%n a 4undai Car a; Yes <; $o ?if no, 5uestionnaire ended, Than# You@
#; Is 4undai our &st+ar a; Yes <; $o
)@ Fhi+h +ar do ou o%n pre/iousl .efore 4undai a@ Maruti .@ Tata +@ =ther .rands
; Fho plaed an important role as an influen+e in pur+hase of 4undai Car a; 9riends <; 9amil '; -elati/es d; Sales E;e+uti/es 1";
Fh did ou pur+hase 4undai Car
a; Comfort and Stle <; Po%er of ehi+le
)3
11;
Fhat %as the mode of Pament
a; Do%n pament <; 9ull Pament 12;
Fas there an effe+t on +ar pur+hasin1 de+ision due to mode of pament
a; Do%n Pament <; 9ull Pament 13;
Do ou thin# ou 1ot /alue for mone
a; Y&s <; No 14;
Fro% .&r& you ,ur'.as&d t.is 'ar=
a; 7o'a) 6)a'& <; Fro% D&).i 15;
Did d&a)&r ,roid& any &+tra <&n&>t to you on ,ur'.as& o t.is 'ar=
a; Y&s <; No 1!;
Do you t.in? ,ro%otiona) &@orts )i?& r&& insuran'&$ &+t&nd&d arranty
or r&& 9its ,)ay an i%,ortant ro)& in sa)&= a; Y&s <; No 1#;
Ar& you satis>&d it. your 'ar=
a; Y&s
)!
<; No 18;
W&r& you .ain9 u)) inor%ation a
.i)& ,ur'.asin9 t.is 'ar= a; Y&s <; No 1;
I Bno in u&sC 18; t.&n ro% .&r& you a'uir&d inor%ation=
a; Fri&nds <; R&)ati&s '; TC adds$ n&s,a,&r$ int&rn&t d; Auto Ma9a:in&s 2";
Ar& t.& &atur&s ,ro&'t&d
t.& 'o%,any= a; Y&s <; No
21)
Any ot.&r su99&stions or &&d
THAN4 /OU
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