RESEARCH PAPER

ON
HYUNDAI

SUBMITTED TO:

VISHWANATH SIR

SUBMITTED BY:

ATUL KUMAR

MBA 1ST SEMESTER

19MBA007
 ACKNOWLEDGEMENT

I owe my sincere thanks and feeling to Vishwanath sir galvanized me by his in a position steerage and was a
relentless notability throughout the course of project study. The support and information provided by him has been
a good worth addition on behalf of me and can go an extended method in building a promising career. i might
additionally prefer to categorical my deep and sincere feeling to Rolls Royce motor automobile ltd. The project was a
good supply of learning and a decent expertise because it created American state tuned in to the skilled culture and
conduct that exists in a company. and at last, I might prefer to convey my friends for the completion of the project.

NAME: ATUL KUMAR

PLACE: BANGALORE

REGN NO: 19MBA007

 STUDENT DECLARATION

This is to certify that I have completed the Project titled “CONSUMER SATISFACTION of Rolls Royce” under the
guidance of “Vishwanath sir” in partial fulfilment of the requirement for the award of Degree of Master of Business
Administration at IFIM COLLEGE. This is an original piece of work & I have not submitted it earlier elsewhere.

NAME: ATUL KUMAR

MBA 1ST SEMESTER

REGN NO: 19MBA007

 EXECUTIVE SUMMARY

Indian economy has undergone a radical transformation within the last three decade. The discoveries and invention in
various fields of life is perhaps being the reason for this transformation. The marketing strategy in India which was
practiced within the olden days has either been changed or been refined so on adjust with this dynamics world.If we
considerably the first year of development and consumption is becoming more and more complex and specialized.

The present emphasis is on matters of providing an entire ‘comfort’ or status to the customer every walk of life. In
the light of this marketing scenario, through this project. How HYUNDAI MOTOR INDIA LTD. can increase its
market share in “automobile industry” emphasis on marketing

Authentic marketing is not the art of selling what you make but knowing what you knowing .It is the art of
identifying and understanding customers needs and creating solution that deliver satisfaction to the customer, profits
to be produces and benefits for the stake holders

-PHILIP KOTLER.

The project report take a look on various aspects on marketing and study if marketing strategies adopted by
HYUNDAI MOTAR INDIA LIMITED.We settled for HMIL because at the time its entry within the Indian market
back in 2007 ,it had been taken as another foreign car maker entry in Indian coach market. But the way in which
HIML has achieved a constant growth rate of around 30% in past 8 years. Hence an in depth study at the marketing
strategies and various facilities adopted by HMIL gives customers excellent opportunity to be benefited from it.
 INTRODUCTION

It is on record that the primary motorcar on the streets of India was seen in 1898. Mumbai (earlier Bombay) had its
first taxicabs by the turn of the century and in 1903, an American company began to work a public taxi service with a
fleet of 50 cars. For about 50 years after the primary car arrived in India, cars were directly imported until foreign
manufacturers began to understand the vast potential India had with its vast distances and large population. Before
world war-1, around 4,000 automobiles (cars and commercial vehicles put together) were imported. During the
years between the wars alittle start for an industry was made when assembly plants were established in Mumbai,
Calcutta, and Chennai (Earlier madras). The import / assembly of vehicles grew consistently after the 1920s, crossing
30,000 units by 1930. It was towards the top of the war that the importance of building an indigenous industry in
India was realized when Premier Automobiles Ltd. (PAL) and Hindustan Motors (HM) found out factories within the
mid 40s for progressive manufacture instead of assembly from imported components. HM was established in 1942
for the manufacture of certain auto components, but it had been only in 1949 that the corporate actually began
making cars. PAL was founded in 1944 by Seth WalchandHirachand, a visionary and industrialist of pre-independent
India, and as early as 1946 assembly of the Dodge DeSotoandPlymouth cars at PAL's Kurla Plant commenced.

In the next five decades following independence, PAL and HM together symbolized India's car industry. The cars the
offered (and still do) were products of a highly controlled economy and every one that was wrong with the licensing
system.
 SWOT ANALYSIS:

The SWOT Analysis for Hyundai Motor Company is given below:

Strength

 Huge global presence in over 200 countries

 High conformance to safety standards and bagging 5+ rating for safety standards
 Strong Research & Development wing with 7- step process for designing

Weakness

 Weak brand portfolio with only two major brands- Hyundai & Kia
 Declining profitability by 12% in 2016 over 2015
 Quality defects leading to huge vehicle recall in last 3-4 years

Opportunities

 Improving global economy with expected growth of 3.5% in 2017

 Technological advancements in manufacturing process as well as creation of new consumer demands

Threats

 US economic developments due to new policies formulated by US president

 Asian economic turbulences reducing market security
 British economic downslide by 1.5% over last year
 Growing criticism towards environmental pollution created by vehicles
 PESTLE ANALYSIS:

The PESTLE Analysis for Hyundai Motor Company is given below:

Political

 US protectionism measures for business opportunities

Economical

 Surge in global economy due to increased affordability of people coupled with favourable factors of
production

Social

 Enhanced customer requirements and perceived social value

 Shared mobility

Technologies

 Involvement of software and semiconductors in automobile industry

 Green technologies

Legal

 Greater attention and more initiative to reduce environmental impact due to automobiles
 More legal compliance measures to increase passenger safety

Environmental

 Growing criticism towards environmental pollution created by vehicles

 LITERATURE REVIEW

ABOUT HYUNDAI MOTORS INDIA LIMITED

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC), South Korea
and is the largest passenger car exporter and the second largest car manufacturer in India. HMIL presently markets 6
models of passenger cars across segments. The A2 segment includes the Santro, i10 and the i20, the A3 segment
includes the Accent and the Verna, the A5 segment includes the Sonata Transform.

HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production,
quality and testing capabilities in the country. To cater to rising demand, HMIL commissioned its second plant in
February 2008, which produces an additional 300,000 units per annum, raising HMIL’s total production capacity to
600,000 units per annum.

In continuation with its commitment to providing Indian customers with cutting-edge global technology, HMIL has
set up a modern multimillion dollar research and development facility in the cyber city of Hyderabad. It aims to
become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer
needs.

As HMC’s global export hub for compact cars, HMIL is the first automotive company in India to achieve the export of
10 lakh cars in just over a decade. HMIL currently exports cars to more than 110 countries across EU, Africa, Middle
East, Latin America, Asia andAustralia. It has been the number one exporter of passenger car of the country for the
sixth year in a row.

To support its growth and expansion plans, HMIL currently has a 290 strong dealer network and 580 strong service
points across India, which will see further expansion in 2010.To support its growth and expansion plans, HMIL
currently has a 290 strong dealer network and 580 strong service points across India.

COMPANY’SHISTORY

The beginning of Hyundai Motor Company dates to April 1946 when founder, Ju-Yung Chung established Hyundai
Auto Service in Seoul, South Korea at The age of 31 years. The name Hyundai was chosen for its meaning which in
English translates to “modern.” The Hyundai logo is symbolic of The Company's desire to expand. The oval shape
represents The Company's global expansion and the stylized "H" is symbolic of two people (The Company and
customer) shaking hands.

Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai Motor Company of Korea. The first
production plant was established in Irrungattukotai near Chennai, India.

HMIL's first car, The Hyundai Santro was launched in 23 September 1998 and was a runaway success. Within a few
months of its inception HMIL became the second largest automobile manufacturer and the largest automobile
exporter in India.

Hyundai sells several models in India, The most popular being The Santro Xing, i10 and The i20.OTheR models
Include Getz Prime, Accent, Verna TRANSFORM, Tucson, and The Sonata Transform.

COMPANY’S VISION

The company’s motto is "Innovation for Customers". The company’s vision is five core strategies: global orientation,
respect for human values, customer satisfaction, technology innovation, and cultural creation. They have a desire to
create an automobile culture of putting customer first via developing human–centered and environment–friendly
technological innovation.

The company’s strive to create a more affluent lifestyle for humanity, and contribute to the harmony and co-
prosperity with shareholders, customers, employees and other stakeholders in the automobile industry.
The spirit of creative challenge of the company has been a driving force in leading HMIL to where it is today. It is the
permanent key factor for HMIL to actively respond to change in the company’s the management system and seek
creative and self–innovative system. The spirit of creative challenge, creates profits, are the primary objective of a
private enterprise. Furthermore, the company’s takes responsibility for the environment and society and provide
benefits to all stakeholders including shareholders, customers, executives, employees, suppliers, and community.

COMPANY’S MISSION

At a time when India was awakening to the call of freedom, MGF was taking a revolutionary step that would help
hasten the country'sdevelopment. Today, the MGF Developments portfolio spans the entire spectrum of small,
medium and large-scale equipment finance as well as big ticket leasing, vehicle financing, Automobiles dealerships,
factoring services, consumer finance, and infrastructural development. The MGF Developments brings international
expertise, cutting-edge technology and global scale of operations to deliver 100 percent satisfaction to its customers,
clients and employees. The MGF Developments vision is to be recognized as:

 The preferred provider of services and integrated solutions in all its areas of operation
 A diverse team of talented professionals with expertise in selected segments
 An employer of choice, fostering a culture that values Dedication, Respect and Continuous Improvement
 RESEARCH OBJECTIVE

Based on the matter the target of the research is split into two which are as follows:

PrimaryObjective:

 to research brand loyalty of consumers towards the company’s products range

Secondary Objective:

 Analyze consumer satisfaction and sales promotion of Hyundai for different cars.
 Analyses the after sales service provided by company
 RESEARCH METHODOLOGY

The nature of the project work has been descriptive as nohypothesis, 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 thedescriptive 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 of information led the project report to be based substantially on the secondary source
of data. The sources of data used in data collection are thefollowing:

Primarysources:

In order to gather informationabout the various products of Shree Hyundai, I personally visited 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 offeredbrands vice-versa thecompetitive brands. Details regarding the delivery of
the cars werecollected and I also inquired about the various sales promotion schemes followed by the three car
showrooms in Bokaro. By interviewing these dealersvaluable information was collected.I inquired from them about their
marketing advertising and salesstrategies.

Secondary sources:

Information was collected from secondary sources such as customer survey, newspapers advertisements, Automobile
newsletters, etc. Beside thesethe use of Internetwasalso made in collecting relevant information. The data collected from
the above mentioned sources has been adequately structured andused at appropriate places in thereport.The information
gatheredincluded:

 Their annualreports.
 Pamphlets.
 Posters.
 Pressclippings.
 Newsreleases.
 Newsletters.
 Pictures.
 Exchangeschemes.
 Loan fair.

DATA COLLECTION

The task of data collection begins after a research problem has been defined and research design has been chalked out
while decided about the method of data collection to be used for the study we must know that there are basically two
types of data Primary data and Secondary data.
In the present study only secondary data has beenincorporated.

Secondary Data:

The data collected for the project undertaken gives the information about the sales measures and practice applied for selling
the goods. The data has been allocated from various information channels like company’s websites –about the products
and offers &different strategies, business magazines, news websitesetc.
RESEARCH PAPER
AREA OF WORK

The report is the result of a survey which was undertaken in Lucknow city. The objective of the project has been fulfilled
by getting response from the customer associated to these segments through a personal interview in theform of a
questionnaire. The responses available through the questionnaire are used to evaluate the brand loyalty for the products of
Hyundai and the willingness of the customer to purchase its products onfuture.
The project also covers an analysis of the switch over of customers to competitor’s products in the market.
The field work is conducted in the Lucknow.

THE DATA SOURCE

The data has been taken from two sources:

Primary data source

The primary data source has been collected through questionnaire by

Personally interviewing each respondent on a number ofqueries structured in aquestionnaire.

Secondary datasource

Secondary data was collected from following sources Prior research reports
Websites Books Newspaper
Personal consultation

THE SAMPLE SIZE

The sample size consists of 100 units out of which the most logical and non biasedresponse are selected thus the sample
size is takenout to be 100 units.

THE ANALYTICAL TOOLS USED

The analytical tools used are mostly graphical in nature which include
 Piecharts
 Cylindricalcharts
 Columncharts
 Tables showingpercentage
LIMITATION OF THE SURVEY

Since the road to improvement is never ending, so thisstudy also suffers from certain limitations. Some of them are
asfollows:

•Because of illiteracy, it was atime consuming method in whichcontinuou s guidance wasrequired.

•Questionnaire method involves 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 of10 weeks and is done purely for the academicpurpose.

•It is possible that the information supplied by the informants may be incorrect. So, the study may lackaccuracy
 DATA ANALYSIS &INTERPRETATION

Q.1- WHY SHOULD YOU OPT A FOUR WHEELER?

TABLE NO 1:Showing why people opt a four wheeler:

No. ofRespondent Percentage

Need 31 31.0

Comfort 11 11.0

Status 48 48.0

Stylish 10 10.0

Total 100 100.0

120

100

80

60
No.of Respondent
Percentage

40

20

Need Comfort Status Stylish Total

Interpreation:theabove graph reveals that 48% of the respondent opt four wheeler for Status 31% of respondent for the
need on the regular bass 11% of the repondentopt for comfort of service,and10% of the respondent opt four wheeler for
thestyle
HOW YOU AWARE ABOUT HYUNDAICARS?

Table no.2:How Customer are aware of Hyundaicar?

Particulars No. of Respondents Percentage

TV Ads

Existingcustomer 33 21.0

Magazine 21 24.0

Friends 24 12.0

Internet 12 10.0

Total 100 100.0

120

100

80

60
No.of respondent

40 Percentage

20

0
TVAdsExistingMagzine Friend Internettotal
customer

Interpretation: From the above graph shows that 33% of the respondentcame to know of Hyundai car through TV
ads,24% of the respondent through magzine,21% of the respondent through existing customer and 12% of respondent
from friend,10% of respondent through internet.the above explained that majority of respondent are televisonads
andmagazines.
What is your perception about HYUNDAIMotors?

Particulars No.of respondent Percentage

Best 43 43.0

Good 26 26.0

Ordinary 17 17.0

No comment 00 00

Poor 14 14

Total 100 100

120

100

80

60
Series1
Series2
40

20

0
Best Good OrdinaryNocommentPoor TOTAL

Interpretation:

The above graph reveals tha best perception coms from 43%,26% have good perception at the HYUNDAI car rest by
17% have ordinary ,14% have poor perception.

What is the standard of car in HYUNDAIMOTORS?

TABLE NO 4: Showing result about standard of Hyundai cars:

Particular No.of respondent Percentage

Excellent 12 12%

Better 32 32%

Good 23 23%

No Comment 08 8%

Poor 23 23%

Worst 2 2%

Poorest 0 0%

TOTAL 100 100%

120
100
80
60
40
20
No of Respondent
Percentage

Interpretation: The above graph showing the standard of HYUNDAI car 12% customer says the standard is
execellent,32% says beter,23% says good standard,8% no gave any comment this but25% customer says the standard is
poor orworst

On the basis Price and Feature comparision,isHYUNDAI MOTOR economical?

 Particular No. of respondent Percentage

Extremelyagreed 20 20

Highly agreed 30 30

Agreed 25 25

No comment 12 12

Dis greed 13 13

Highly agreed 0 0

Extremelydisagreed 0 0

35
30
25
20
15
10
5

No of Respondent
Percentage

Interpretation: The above graph showing is HYUNDAI car is economical.20% of people is extrelyagreed with this
statement,30%is highly agreed,25% is agreed and rest of people answer is negative

what is your perception about the maintainancecost of HYUNDAI cars?

 Particular No. of Respondent Percentage

Under customer strength 30 30

Economical 23 23

Trendy 39 39

Safety 5 5

Etc 3 3

Total 100 100

120 No of Respondent
Percentage

100

80

60

40

20

0
UnderEconomicalTrendy Safety Etc Total
customer
strength

Interpretation: Here 30% customer’s says maintenance cost is under customer strength,23% says it is
economica,39% says trendy, rest of customer says safety and other.

Which feature of HYUNDAI cars attract youmore?

Table No.7: Showing which feature attract more customer:

 Particular No. of Respondent Percentage

Luxury 30 30%

Price 20 20%

Safety 20 20%

Style & Trend 16 16%

Etc 14 14%

120

100

80

60 No of Respondent
Percentage
40

20

0
Luxury Price Safety Style & Etc Total
Trend

Interpretation: 30% people like HYUNDAIcars due to luxurity,20% due to price,20%due to safety and rest due to
style &trend and rest ofother.

For passenger segment which is the highly considerable competition for HYUNDAI MOTORS?
 Competitors No. of Respondent Percentage

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

120

100

80

60
No of
Respondent
40
Percentage
20

Interpretation: Most of public’s perception about competitor was, Marutiis the big competof HYUNDAI, rest of
companies has littlecompetition due to the model of cars, HYUNDAI is 0 passenger car manufacturer this is the reason.

In term of new design of car, what isthe status of HYUNDAImotors?

 Particular No. of Respondent Percentage

Excellent 17 17

Better 47 47

Good 21 21

No comment 2 2

Poor 3 3

Worst 7 7

Poorest 3 3

50
45
40
35
30
25
20

No of Respondent
Percentage

15
10
5
0

ExcellentBetterGood No Poor WorstPoorest

comment

Interpretation: Above graph showing the performance of HYUNDAI new car design 17% public says its new model are
excellent performance,47% says better and 21% says good performance rest of says not good or poor performance.

Q10. How would you rate HYUNDAI Motors on the following parametre?
Particular Strongly Disagree No Comment Agree Strongly
disagree Agree

Knowledge sales 0 1 0 3 0
person

Employees spent 0 0 0 3 1
enough time with you “Before
Sales”

Employees spent 0 2 0 1 1
enough time with you “During
sales”

Employees spent 3 0 3 1 1
enough time with you “After
Sales”

Display of 1 1 2 2 0
Merchandise is attractive

Availabilityofthe 3 0 0 3 2
Product

Variety/Selection of 0 0 0 0 0
the Merchandise

Vehicle in good 0 0 0 2 1
condition

Price are affordable 2 1 0 3 3

Attractive discount 0 0 0 5 3
offered

Décor of the waiting 3 0 0 2 1

area is pleasing

Offered a test Drive 0 0 0 3 2

Post sales follow ups 0 2 1 2 1

are done regularly

Respond to complaints 0 1 2 2 1
quickly
 Service at Hyundai 0 0 2 3 3
service station is excllent

Careful with personal 0 0 0 0 0

information

All the commitment 0 3 1 2 5

are fulfilled

Value for money 0 0 0 1 4

Total 12 10 11 38 29

Strongly Disagree Disagree

No comment Agree

Strongly agreeSASSSSA

Interpretation: The ratings that 29% are strongly agree and 10% are disagree,12% says that they are strongly
disagree ,and 11% don’t have comment,32% are agreed to the ratings.

Q11. Are you aware of the following Facilities provided by HYUNDAI motor?
 Particulars Yes No

Hyundai insurance 10 2

Extended Warranty 9 12

True value 4 0

Auto card 14 12

Genuine Accessories 16 9

Hyindai Finance 6 6

YES
NO

Interpretation: The figure showing only 59% people know about the offers and facilities of
Hyundai, rest of them don’t know

FINDINGS FROM SURVEY

According to the survey clients,the purchasers,the shoppers,WHOsquare measure already the customer of Hyundai
cars square measureglad with the service of Shree Hyundai, and therefore the public WHOsquare measuregoing to
purchase a brand newautomotiveought toselect Hyundai as a result of the cars in Hyundai is economical in value,
luxurious in look, comfy, and stylish in style. These optionsadditionally attract our young peoplethanks to the new
style, stylish look and magnificence. the subsequentsquare measure the findings I indicate from my study:
1. Customers arecontinuouslystern, however they don’t got to lose their patients, as a result ofclientis that the
God for U.S..Ifthey'remakingissues, then conjointlywe've to clear all matters with smile and patients. create
them perceiveabsolutely that what aredrawbacks, the issues and obtainable solutions for that problem.
2. they're not here to supply comparisons. they needto supplytake a look at drive to those customers
solelythatappear to be the competent customers.
3. would like} to create their customers perceiveregarding their own need and obtainablechoices to satisfy
their desires. Customers ought to be notedthat money discount isn't as necessary as their personal
satisfaction.
4. they need to integrate the operations of our all departments, in order thateveryand each department
willfacilitateoperatingof each department and perceivealternative department’s work.
5. everyand eachworkerought to be having operatingdataof everyand each department, thence job rotation is
bestchoice for this.
6. The management needs toperceive personal desires of the sales and sellingfolks, thence weekly get to
collect with high management ought to be there regarding technical and privateissues for the
workerswherevereverybody would be liberal tocategorical his/her thoughts.
7. once theyought to be having initial meeting with client, at firstthey needto create them
perceiveregardingmonetary conditions for obtainable banking and nonbanking firms. Then oncethey needto
convey them arrange for monetary.
8. {they ought to|they ought to|they must} be having one writteninforegarding all formalities for the finance
and it should lean to the clientin order thatit might be useful to the clientwhereasrundown documents for
finance.
9. the shoppersWHOar having out of print banking operations they ought tolean support by creating alliance
with connected banks, in order thatit might be simple for the shoppersto induce loan.
10. Executives couldgot tocertify all documents they'recausation to the department.
11. All relevant infoought to be same for all sections and absolute.
12. initial of all, they needto supplyanotherworker to the exchange department. Hence, when Mr. R.K. Singh
(corporate and exchange dept.) wouldn't be free then he will manage the deal.
13. Customers won'tperceive the triviality and market conditions thencewe'veto create them perceive that what
they'reobtainingthat might be the most effectivewithin the condition.
 SUGGESTIONS

Aggressive Ad Campaign:

Balajee Hyundai ought toplacemany hoardings in several areas in Bokaro and additionally advertise
effectively in native cable channel.

Educating the customers:

Shree Hyundai ought to educate the purchasersconcerningthe upkeep of the vehicle.

Attractive schemes:
provide few enticing schemes at the time of when sales services. Like giving fast service and charging them
fairly.

Personal bit with the customers:

Asking the purchasersto come backfrequently for coupling even when the warranteeamount.
 CONCLUSION

This effort for the innovation in advertisement of Hyundai car will help the road shows, TV Advertisement,
Mouth publicity etc. And other thing is provide some offers like Discount, Diwali offers, Free Gift like music
system, Accessories etc. My project may be a key to open the door of greater comfort to the all segment.
 the purchasers of Hyundai are brand loyal with only alittle percent want to shift over to other brands.
Trying of other brands by customers is especially because the customer wants to undertake something
new.

 The performance of Hyundai is sweet as compared to other brands.

 After sales service is that the basic feature influencing brand loyalty.
 BIBLIOGRAPHY

Books & Generals

 Kothari, C.R., (2004), Research Methodology Methods And Techniques, Delhi, New Age International (I) Ltd.,
Publishers, Pg 1 & 65.
 Krishnamacharyulu, C. S. G. &Lalitha Ramakrishna, (2002), Rural Marketing, Delhi, Pearso n Education
(Singapore) Pte. Ltd., Indian Branch, 482 F.I.E. Patparganj, India, Pp 93-114.
 Ravindranath. V. Badi&Narayansa. V. Badi, (2004), Mumbai, Himalaya Publishing House, Pp. 78-96.
 Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research Measurement & Methods, New Delhi, Prentice-
Hall Of India Pvt. Ltd., Pg 530-552
 India today
 Business standard
 4ps of marketing ( vol. no.3 feb.2010)

Web sites

 www.hyundai.com
 www.altavista.com
 www.google.com