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MINOR PROJECT REPORT
On Maruti Suzuki Swift vs. Hyundai i20
Department of Business Administration
Maharaja Surajmal Institute
Submitted By: Aradhya Darshan
BBA (General) 2ndShift
Semester III
Roll. No: 05621201709
Submitted To: Mrs. Vijeta
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-CERTIFICATE-
This is to certify that the project work titled Maruti Swift vs. Hyundai i20 is a bonafide project carried out
by Aradhya Darshan, BBA (General) student, Maharaja Surajmal Institute (GGSIPU) in Delhi for the
fulfillment of requirements of the BBA Program and the project work has not formed the basis for the award
previously for any degree, diploma or any other similarities.
Date:
Signature:
(Project Guide)
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-ACKNOWLEDGEMENT-
The research on Comparative Study between Maruti Swift and Hyundai i20 and has been given to me as
part of the curriculum in Bachelors in Business Administration (General)
I have tried my best to present this information as clearly as possible using basic terms that I hope will be
comprehended by the widest spectrum of researchers, analysts and students for further studies.
I have completed this study under the guidance and supervision of Prof. I will be failed in my duty if I do not
acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them
towards fruitful and timely completion of this work.
Mere acknowledgement may not redeem the debt I owe to my parents for their
direct/indirect support during the entire course of this project.
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-Table of Contents-
CHAPTER NO. CHAPTER NAME
Chapter No. 1 Introduction1.1 Objectives1.2 Research Methodology1.3 Limitations
Chapter No. 2 Corporate Overview1.1 - History and Statistics1.2 - Marketing Strategies1.3 - Cars Profile1.4 - Producers Profile1.5 - Timeline of Generations1.6 - SWOT Analysis
Chapter No. 3 Analysis and Interpretation
Chapter No.4 Conclusions and Suggestions
Bibliography
Questionnaire
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Chapter No. 1
INTRODUCTION
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-INTRODUCTION-
This project is an attempt to give a comparision between Maruti Suzuki Swift and Hyundai i20. It aims toknow the marketing strategies, performance analysis and consumer perception regarding these carsalongwith factors which influence their choice.
It focuses on the following:-
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1. In 1st Chapter you will find the Objectives, Research Metholodgy and Limitations of the study.
2. In 2nd Chapter you will find an overview of the History, Profile of Cars, Producers Profile, Key
Persons, Timeline of Generations, Marketing Strategies and SWOT Analysis of all the 3
companies.
3. In 3rd Chapter you will find Analysis and Interpretations on the Project Report.
4. In 4th Chapter you will find Conclusion and Recommendations on the Project.
5. In the end, you will find the various sources I referred for gathering information.
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-OUR OBJECTIVES-
1. To know the market share of Maruti Suzuki and Hyundai.
2. To know the performance of Swift and i20 respectively.
3. To know the perception of customers regarding these cars.
4. To determine customers satisfaction regarding cars.
5. To determine the factors the choice of customers regarding cars.
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-RESEARCH METHOLODGY-
It is a well known fact that the most important step in marketing, research process is to define the problem.
Choose for investigation, because a problem well-defined is half solved. That was the reason that at most
care was taken while defining various parameters of the problem. After giving through brain storming
session, objectives were selected and the set on the base of these objectives. A questionnaire was
designed major emphasis of which was gathering of new ideas or insight so as to determine and bind out
solution to the problems.
DATA SOURCE
Research included gathering both Primary and Secondary data. Primary data is the firsthand data, which
are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various
customers and past consumer views about cars and to calculate the market share of this brand in regards
to other brands.
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Secondary data are those which has been collected by some one else and which already
have been passed through statistical process. Secondary data has been taken from
internet, newspaper, magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used method for data collection and
best suited for descriptive type of research survey includes research instrument like questionnaire which
can be structured and unstructured. Target population is well identified and various methods like personal
interviews and telephone interviews are employed,
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in Faridabad and New Delhi.
These were 16 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project were
presented followed by analysis and interpretation to reach certain conclusions.
SCOPE
My project was based on the Comparative Study of Swift vs. i20 and data
was taken in Faridabad and New Delhi only.
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-LIMITATIONS OF RESEARCH STUDY-
1. Research work was carried out in Faridabad and New Delhi only the finding may not be
applicable to the other parts of the country because of social and cultural
differences.
2. The sample was collected using connivance-sampling techniques. As such result it
may not give an exact representation of the population, it is also very small which represent my research
on consumer behavior.
3. Shortage of time is also reason for incomprehensiveness.
4. The views of the people are biased therefore it doesnt reflect true picture.
5. I had only found the upper-middle class family to fill up the questionnaire, but
generally, an average middle class family was required for the study.
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Chapter No. 2
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CORPORATE OVERVIEW
-HISTORY OF MARUTI SUZUKI SWIFT-
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In India, Suzuki has launched Swift as a joint venture with Maruti and the car is known as Maruti
Swift. In the Indian auto market Swift is available with seven variants four with petrol and three with
diesel engine option. The petrol version of Maruti Swift is powered by 1.2L K-series engine. The
1.2L, K-series petrol engine present in Maruti Swift is highly fuel efficient with the availability of 16
Valve light weight DOHC engine that reduces friction and improves durability and fuel economy to
the best in town. Maruti Swift is endowed with 5 Speed Manual Transmission Gearbox. This gearbox
is cable type gearshift which is of great help at the time of shifting of gear. Maruti Swifts powerful
engine with the emission of BS IV and is very fuel efficient and a very good performer that offers an
impressive mileage of 14.4 kmpl in the city roads and 18.1 kmpl on the highways.
However, the diesel version of Maruti Swift is packed with 1.3L, DDiS engine with a displacement of
1248cc. The 1.3L diesel engine is packed with turbocharger and intercooler combination that offers
efficient combustion and clear emissions. The diesel engine is endowed with 5 step multi injection
common rail system that offers better fuel combustion and hereby gives good performance and
makes the car economical to run. This compact diesel engine is incredibly fuel efficient and offers a
mileage of 16.9 kmpl in the city roads and 19.6 kmpl on the highways.
Statistics:
BODY TYPE
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Body Type Hatchback
Number of Doors 5
ENGINE
Capacity 1197cc
Number of Cylinders 4
Number of Valves 16
Bore x Stroke 73.0mm x 71.5mm
Compression Ratio 10.1:1
Maximum Power 85ps @ 6,000rpm
Maximum Torque 113Nm @ 4,500rpm
Fuel Distribution Multipoint injection
Emissions BS IV
TRANSMISSION
TypeFive-speed manual, with synchromesh in allgears, one reverse
Gear Ratios
1st 3.545 4th 0.914
2nd 1.904 5th 0.757
3rd 1.280 Reverse 3.272
DIMENSIONS
Overall Length 3,760mm
Overall Width 1,690mm
Overall Height 1,530mm
Wheelbase 2,390mm
Track Front
Rear
1,470mm1,480mm
Ground Clearance 170mm
Minimum Turning radius 4.7 metres
Luggage Capacity232 litres (with seatback raised)368 litres (with seatback folded)
CHASSIS
Steering Rack and pinion, power assisted
Brakes Front
RearVentilated discsDrums
Suspension Front
RearMacPherson strut and coil springTorsion beam and coil spring
TYRES 165/80 R14 / 185/70 R14 (tubeless)
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WEIGHTS
Kerb Weight980 kgs [LXi] / 1,000 kgs [VXi] / 1,010 kgs[ZXi]
Gross Vehicle Weight 1,415 kgs
FUEL TANK CAPACITY 43 litres
The Generation V Swift debuted at the Paris Auto Salon in September 2004. This generation of the
Swift marked a significant departure with the previous Cultus-based models, with Suzuki re-
designing the vehicle as less of a "low price alternative" subcompact and more of a "sporty"
subcompact. The Swift's design and driving characteristics focused on the European market with its
chassis refined through a road-testing program across Europe.
2009 Indian Suzuki SwiftIndian Engineers were called to Japan to help Suzuki design this generation of Swift.
Available with 1.3 (92 PS (68 kW; 91 hp)) and 1.5 (102 PS (75 kW; 101 hp)) L petrol engines, the
new Swift is Suzuki's new "global car", produced in Hungary, India, Japan, Pakistan and by
Chang'an in China.
In Japan, only the 5-door body is available and four-wheel drive is an option for the 1.3 L or 1.5 L
petrol engine. 1.2 L CVT transmission version also available in only front wheel drive version. The
design of the new Swift was previewed on the Concept S and Concept S2 concept cars at auto
shows, in the years leading up to its launch.
In Europe, the Swift was launched in 3- or 5-door hatchback form, with 1.3 and 1.5 L petrol engines,
and a 1.3 L DDiS engine supplied by Fiat. The 1.3 L petrol is also available with an automated
manual gearbox or with four-wheel drive.
The British Autocar magazine gave the new Swift a favourable 4/5 stars in road test, judging it a
"thoroughly impressive all-rounder". The Generation IV Swift has received a four stars out of five
rating in the EuroNCAP crash tests.
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-MARKETING STRATEGIES-
Objectives
The main objective of Maruti Suzuki Swift is to conquer the market of hatchback car segments.
Launched in 2005, Maruti Suzuki aimed to make Swift the leader of top quality hatchback cars, and
since then no car of its competitors has been able to tackle Swifts sales. The MS Swifts share is
more than 15% in the market, and is currently the best selling Car of its segment in India.
Target Markets
Swift targets the domestic market first and it will not face any capacity constraint here. A sizeable
number of cars have been manufactured at Maruti plant in Gurgaon and deliveries will commenced
by the first week of June 2005," Arvind Saxena, chief general manager, sales, MSL said. "Over 85
per cent of the car has been indigenized. Swift is based on the latest European design and styling,
built with Japanese quality and precision, utilizing Indian engineering capability. The car has an
universal appeal," he added. At present, MSL has an installed capacity of 3,50,000 units per annum
and the company manufacturers around 6,00,000 vehicles per annum on a two-shift basis. However,
the company officials did not divulge the exact number of Swift cars to be manufactured in India.
According to industry estimates, around 50,000 Swifts are expected to be sold in India in the first
year. Currently, being launched across the globe, Swift has received rave reviews internationally for
its path breaking looks and styling and superior safety features. It has become one of the top 20
best-selling models in Japan since its launch there in November 2004.
Positioning
Using product differentiation, Maruti Suzuki Swift will be placed as the most comfortable, convenient,
value added hatchback model for above target market used. The marketing strategy will be focused
on promoting the car as the best hatchback car model for the next generation.
Strategies Product
The Maruti Suzuki Swift is fully loaded and comes with a warranty of upto 3 years, it can also be
extended upto 5 years maximum. Also a higher model, Maruti Swift DZire has been introduced in
2010, as a replacement for Maruti Esteem, which has completed its run.
Price:
Maruti is expected to take Hyundai heads on with the pricing of their upcoming Maruti Suzuki Swift car.
After launching cars for the masses since so many years, Indias largest automobile manufacturer is now
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targeting the premium segment with their latest model from the Suzukis stable. The analysts predict
thepricing of this premium hatchback to start from Rs. 4 lakh.
This price range would practically rip apart Hyundais offering in i20, which is priced at a much higher tag
of Rs. 4.5 lakh. Both the companies are known for their value based offerings and Maruti with their
extensive service network and brand reputation for making reliable cars should get the customers nod
over their competition. The official pricing however is still not out. However, the company is said to bestudying the prospects of launching the base model at the 4-lakh price tag. There is another advantage in
doing so considering in the capital city of Delhi NCR road tax on the sub 4 lakh priced cars is
comparatively lower at 2%. Cars at a price higher than 4 lakh have to pay a 4% road tax.
Delhi NCR is one of the major targeted markets and it might get the benefit of this policy. And if they
indeed do take the chance of pricing Suzuki Swift at a considerable lower price than Hyundai Getz, they
would quite likely force the competition to rethink their strategy.
Distribution
The Stockist will represent 4 to 5 districts in a State.
The Dealer will represent a district or main City.
The Sub-Dealer shall represent a particular area or taluka.
The booking agents will be individuals working on freelance basis.
Marketing Communications
By integrating all messages in all media we will reinforce the brand name & main points of product
differentiation. Research about media consumption, pattern will help our advertising agency to
choose appropriate media and timing to reach prospects before & during the product introduction.
Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and
communicate various differentiation messages. The agency will also co-ordinate public relation
efforts to build Maruti Suzuki brand & support the differentiation message. To attract market attention
& encourage purchasing, we will offer a limited time, registration & insurance. To attract, retain &
motivate channel partners for a push strategy, we will use trade sales promotions and personal
selling to channel partner.
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-CAR PROFILE-
Chairman
Year of Establishment
Mr. Shinzo Nakanishi
2000
Sector Light Motor Vehicle (4 Wheeler)
Business Group Maruti Suzuki India Ltd.
Presence Produced and Distributed over several countries like Australia, Germany,
India, Pakistan and Japan etc.
Manufacturing Unit in India Manesar, India.
Head Office in India Maruti Suzuki Limited 1, Nelson Mandela Road, New Delhi - 110070
Vasant Kunj, Delhi
Tel. No.: 011 4678000
Joint Venture Maruti and Suzuki Ltd.
Contact No.
Email ID:
Official Website:
1800 1800 180
contact@maruti.co.in
www.marutiswift.com
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-PRODUCERS PROFILE-
Maruti Suzuki India Limited
Type Public (BSE MARUTI, NSE MARUTI)
Industry Automotive
Founded 1981 (as Maruti Udyog Limited)
Headquarters Delhi, India
Key people Mr. Shinzo Nakanishi,Managing DirectorandCEO
Products Automobiles
Revenue US$4.8 billion (2009)
Employees 6,903 [1]
Parent Suzuki Motor Corporation
Website MarutiSuzuki.com
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Other Car Models produced by Maruti Suzuki:
1. 800 (Launched 1983)
2. Omni (Launched 1984)
3. Gypsy (Launched 1985)
4. WagonR (Launched 2002)
5. Alto (Launched 2000)
6. Estilo (Launched 2009)
7. Grand Vitara (Launched 2007)
8. SX4 (Launched 2007)
9. Swift DZire (Launched 2008)
10. A-star (Launched 2008)
11.Ritz (Launched 2009)
12.Eeco (Launched 2010)
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-TIMELINE OF GENERATIONS-
First generation (20002004)
The first generation Swift was introduced in 2000 as a replacement for theSuzuki Cultus. Outside of
Japan, the Suzuki Ignis name was widely used. The Ignis was originally manufactured as a five-
doorhatchback, powered by a new generation of Suzuki straight-four gasoline engines, the M family.
Displacement ranged from 1.3 to 1.5 L, and the standard
transmission was the usual five-speed manual, with an
optional four-speed automatic gearbox. The vehicle is
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Maruti Swift in Production
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available with eitherfront orfour-wheel drive, although the 4WD/auto combination was limited to the
Japanese and Australian markets.
A shorter three-door version, with redesigned bumpers, was introduced in 2003, named Swift Sport
in Japan and Ignis Sport in Europe. The Ignis Sport used the same 1.5 L as the regular Ignis, but
with power increased. The Swift/Ignis Sport went out of production in 2005.
In 2001, General Motors introduced the Chevrolet Cruzea crossover SUV based on the Swift,
retaining the original car's basic dimensions and power plants. The Cruze was restyled, adopting a
crossover look between a tall hatchback and a sport utility vehicle, and the three-door body was
dropped. The "Chevrolet Cruze" commercial designation was used in most of south Asia, while in
Australia the car was sold by as the Holden Cruzefrom 2002 to 2006.
Suzuki in Europe introduced the Cruze as an update of the Ignis in 2003, although extended by
roughly 150 millimetres (5.9 in) in length, to improve interior room and luggage space. This version
was manufactured by Suzuki's HungarianMagyar Suzuki plant specifically for the European market.
Also in Europe, due to an agreement with Subaru, the car was also sold as the Subaru Justy(4WD
only) from 2003, as happened previously with the previous generation Cultus-based Swift.
The Cruze-based update was never sold in Japan as a Suzuki, only as a Chevrolet. Europe was the
only market to receive the updated car as a Suzuki.
Second generation (2004present)
The second generation Swift debuted at the Paris Auto Salon in September 2004. This generation of
the Swift marked a significant departure with the previous Cultus-based models, with Suzuki re-
designing the vehicle as less of a "low price alternative" subcompact and more of a "sporty"
subcompact.[2] The Swift's design and driving characteristics focused on the European market with
its chassis refined through a road-testing program across Europe.[3]
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http://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Chevrolet_Cruzehttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-sports_compact-1http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-cdn-2http://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Chevrolet_Cruzehttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-sports_compact-1http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-cdn-27/22/2019 Minor Project Report on Maruti Suzuki vs Hyundai i20
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Available with 1.3 (92 PS (68 kW; 91 hp)) and 1.5 (102 PS (75 kW; 101 hp)) L petrol engines, the
new Swift is Suzuki's new "global car", produced inHungary,India,Japan,Pakistanand
byChang'an in China.
In Japan, only the 5-door body is available and four-wheel drive is an option for the 1.3 L or 1.5 L
petrol engine. 1.2 LCVTtransmission version also available in only front wheel drive version. The
design of the new Swift was previewed on the Concept S and Concept S2 concept cars at auto
shows, in the years leading up to its launch.
In Europe, the Swift was launched in 3- or 5-doorhatchback form, with 1.3 and 1.5 L petrol engines,
and a 1.3 L DDiS engine supplied by Fiat. The 1.3 L petrol is also available with an automated
manual gearbox or with four-wheel drive.
The BritishAutocarmagazine gave the new Swift a favorable 4/5 stars in road test, judging it a
"thoroughly impressive all-rounder". The second generation Swift has received four stars out of five
rating in the Euro NCAP crash tests.[4] It also was awarded 2006Semperit Irish Car of the Yearin
Ireland.
Since its global launch in 2005, which was kicked off with a marketing campaign fronted by the
footballerCristiano Ronaldoin many European countries, the Swift has recorded above forecast
sales in most markets. In Japan, sales figures have been twice the forecast and in many European
markets the model has been a runaway success. In Denmark, the Gen IV Swift has been
consistently in Top 3 for more than 2 years and was the car with the highest sales figures in 2006. In
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Maruti's team of 25 engineers who went to Japan to co-develop the Swift
http://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Cristiano_Ronaldo7/22/2019 Minor Project Report on Maruti Suzuki vs Hyundai i20
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India, rapid sales of the new Swift model contributed to the 64% rise in Q1profits forMaruti Suzuki.
The Swift will be reintroduced to the U.S. market in 2010 to replace theSuzuki Reno
Third generation (planned for 2011)
A new model for Maruti Suzuki Swift is under development in India, and is going through various
tests, It is planned to be launched in India by the first phase of 2011. This model is better than the
older one is various prospects. he changes on the exterior are quite subtle with no major changes
reflecting from the spy shots. Interiors are under cover and customers can keep guessing until the
official pictures are revealed. However, an increased wheelbase promises more space in the
interiors. The new Maruti Suzuki Swift looks to be powered by the latest K12 1.2L engine that
powers current model and Maruti Ritz. The diesel variant can be sourced from Fiat which will be the
1.3L Multijet diesel engine, according to disclosed details right now. The new Swift has beencodenamed as YP8 which is being developed to compete in the Indian market with new entrants
like Chevrolet Beat, Ford Figo, Volkswagen Polo, Nissan Micra and the upcoming Toyota Etios Liva
and Honda Brio.
-SWOT ANALYSIS-
Strengths
Brand Image
Reliable and cheap. Established brand in Indian market. Great service and nationwide penetration.
Experience in Indian market
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A look of new Maruti Suzuki Swift awaiting its launch in 2011.
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Very old player in Indian market. First major player.
Established distribution & after sales networks
Weaknesses
Diseconomies to scale
No online presence
Not diversified
Opportunities
Acquisitions
Innovation
Online Product and services expansion
Takeovers
Targeting Higher Middle Class requirements
Threats
Competition
Cheaper technology
External changes (government, politics, taxes, etc)
Lower cost competitors or imports
Price wars
Product Substitution.
-HISTORY OF HYUNDAI i20-
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The Hyundai i20was designed in a Hyundai Designing Centre in Germany by a BMW designer:
Thomas Buerkle. The Hyundai i20 is a supermini/subcompact car, made its debut at the Paris Motor
Show in October 2008 and went on sale in December 2008 in India to fit between the i10 and i30. It
is a Front wheel drive car. The car is mostly European because of its design and designer. Three
and five door versions are available (Both have different sleek window shapes). The i20 replaces
the Getz in most markets but in the UK and India, the Getz will still be available for the time being.
The i20 is assembled in Turkey (Kozyata plant) for the European market [1] and in India for sale
in Asia and Oceania. The i20 has recently replaced the Getz in Australia.
The i20 is not sold in Korea, as the similar, Korea-built Click (Which is also known as the Hyundai
Getz in the UK) sold there.
In Indian market, Hyundai i20 comes with Hyundai i20 is powered by an 1.2L kappa engine developing
80 PS (59 kW; 79 hp) of max power at 5200 rpm and 114 Nm (84 lbft) of peak torque at 4000rpm.i20 also
gets 1.4L gamma gasoline generates 100 PS (74 kW; 99 hp) of power at 5500 rpm and 139 Nm (103 lbft)
at 4200 rpm i20 CRDi the diesel i20 comes with a powerful oil burner generating 90 PS (66 kW; 89 hp) of
peak power at 4000 rpm and 224 Nm (165 lbft) of peak torque between 17502750 rpm.
Statistics:
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Overview
Model i20
Body Type Hatchback
Number Of Doors 5
Seating Capacity 5
Fuel Capacity 45
Dimensions:
Length 3940 mm
Width 1710 mm
Height 1505 mm
Wheelbase 2525 mm
Ground Clearance N/A
Minimum Turning Radius N/A
Weight:
Kerb Weight 1066 kg
Engine:
Type 1.4-L diesel 1.2L petrol
Number Of Cylinders 4
Displacement N/A
Transmission 5 Speed, Manual
Max. Power 90 bhp Diesel 58 kW - petrol
Max. Torque N/A
Suspension:
Front Suspension Mc Pherson Strut with Coil Spring
Rear Suspension Coupled Torsion Beam Axle with Coil Spring
Brake:
Front Disc
Rear Drum
Steering Type Rack & Pinion, Power Assisted
Tyre Size 175/70 R14
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-MARKETING STRATEGIES-
Objectives
First year Objectives: We are aiming for 5% market share of the Indian market through unit salevolume of 100000.Second year Objectives: We are aiming for 10% market share of the Indian
market. An important objective will be to establish a well-regarded brand name linked to a
meaningful positioning. We will have to invest heavily in marketing to create a memorable and
distinctive brand image projecting innovation, quality and value. We also must measure awareness
and response so we can adjust our marketing efforts if necessary.
Target Markets
Hyundai i20's marketing strategy is differentiated marketing. Our primary consumer target is middle
to upper income professionals who need true value for their money and comfortable ride in cityconditions. Our secondary consumer target is college students who need style and speed. Our
primary business target is mid sized to large sized corporates that want to help their managers and
employees by providing them a car for ease of transport. Our secondary business target is
entrepreneurs and small business owners who want to provide discounts to managers buying a new
car. Each of the four marketing strategies conveys Hyundai i20's differentiation to the target
marketing segments identified above.
Positioning
Using product differentiation we are positioning the Hyundai i20 as the most versatile, convenient,
value added car model for above target market used. The marketing strategy will be focused on
promoting the car as economic car for the next generation.
Strategies Product
Hyundai i20 is fully loaded and will be sold with 3 year warranty. We will also introduce a CNG/LPG
version of Hyundai i20 in the near future. Also the high end model has an option of GPS system.
Price
Hyundai i20's base model is at ex-showroom price of 4.5 lakhs. This price reflects a strategy of
1) attracting desirable channel partners
2) Taking market share from Maruti.
Distribution
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The Stockist will represent 3 to 4 districts in a State.
The Dealer will represent a district or main City.
The Sub-Dealer shall represent a particular area or taluka.
The booking agents will be individuals working on freelance basis.
Marketing Communications
By integrating all messages in all media we will reinforce the brand name & main points of product
differentiation. Research about media consumption, pattern will help our advertising agency to
choose appropriate media and timing to reach prospects before & during the product introduction.
Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and
communicate various differentiation messages. The agency will also co-ordinate public relation
efforts to build Hyundai brand & support the differentiation message. To attract market attention &
encourage purchasing, we will offer a limited time, registration & insurance. To attract, retain &
motivate channel partners for a push strategy, we will use trade sales promotions and personal
selling to channel partner.
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-CAR PROFILE-
Founder and Chairman
Year of Establishment
Mr. H.W. Park
2008
Sector Light Motor Vehicle (4 Wheeler)
Business Group Hyundai Motors India Ltd.
Presence Produced and Distributed over several countries like Australia, Turkey,
Oceania and India etc.
Manufacturing Unit in India Sriperumbudur,Tamil Nadu
Head Office in India Chennai, India.
Joint Venture None
Contact No.
Email ID:
Official Website:
1800 11 4645
cr@hmil.net
www.hyundai.com
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-PRODUCERS PROFILE-
Hyundai Motor India Limited
Type Subsidiary
Industry Automotive
Founded 6th May 1996
Headquarters Chennai, India
Key people Mr. H.W. Park,MD
Products Automobiles
Parent Hyundai Motor Company
Website www.hyundai.co.in
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Other Car Models produced by Hyundai Motor India:
1. Hyundai Accent (Launched 1999)
2. Hyundai Santro Xing (Launched 2003)
3. Hyundai i10 (Launched 2007)
4. Hyundai Verna Transform (Launched 2010)
5. Hyundai Santa Fe (Launched 2010)
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-TIMELINE OF GENERATIONS-
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First generation (2008present)
In Indian market, Hyundai i20 comes with Hyundai i20 is powered by an 1.2L kappa engine developing
80 PS (59 kW; 79 hp) of max power at 5200 rpm and 114 Nm (84 lbft) of peak torque at 4000rpm.i20 also
gets 1.4L gamma gasoline generates 100 PS (74 kW; 99 hp) of power at 5500 rpm and 139 Nm (103 lbft)
at 4200 rpm i20 CRDi the diesel i20 comes with a powerful oil burner generating 90 PS (66 kW; 89 hp) of
peak power at 4000 rpm and 224 Nm (165 lbft) of peak torque between 17502750 rpm.
There are currently no plans to replace the current model, as of now.
A picture of the current Hyundai i20 produced in India
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-SWOT ANALYSIS-
Strengths
The Quality Advantage
A Buying Experience Like No Other
Widespread
Weaknesses
Commodity Price Risks
Exchange Rate Risk
Poor Maintenance
Opportunities
Leading Growth
Threats
Risk Factors
Business Risks
Threats from Competitors
Maruti Udyog Limited
Tata Motors Limited
Chevrolet India Limited.
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Chapter No. 3
ANALYSIS AND INTERPRETATION
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FACTORS INFLUENCING SALES OF CARS:
FEATURES: It plays major role in sale on any cars. Today people are more attracted
towards the features of cars and are ready to spend huge amount of money on buying a
handset having huge numbers of features.
E.g. Maruti Swift ZXi, Hyundai i20 Asta (O) etc.
PRICE: Price also plays a major role. Companies need to place their products in such a
way that it can differentiate itself from others by its price. If price of car is kept low and
more features are provided to customers than company can create market for itself.
AVAILABILITY: Products need to be available easily. Customers dont like to travel
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much to buy cars. They prefer to get their cars from nearest showrooms so in order to be market
leader companies should make sure that there products are easily and conveniently available to
customers.
AFTER SALES SERVICE: Companies should make sure that they provide good after
sale service to their customers and there problems are rectified as soon as possible. The turn
around time should be very less that customers dont have to wait too long for their problems so to
be solved.
QUALITY: The quality of products should be very good. Todays customers want value
for money if that is not provided than company will find it difficult to position itself in
the market.
-ANALYSIS-
Q1: Which Car brand do you have ?
Maruti Suzuki 39
Hyundai 34
Chevrolet 15
Others 12
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Maruti
Hyundai
Chevrolet
Others
Q2: Which Car do you prefer out of Swift and i20 and which model?
Maruti Suzuki Swift 67
Highest Model 11
Middle Model 38
Lowest Model 18
Hyundai i20 33
Highest Model 7
Middle Model 16
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Lowest Model 10
Swift
i20
0
10
20
30
40
50
60
70
80
90
100
No. of Persons Highest Model
Middle Model
Lowest Model
Q3: Which family Income level do you Fall in?
250000 350000 22
350000 450000 37
450000 550000 31
Above 550000 10
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0
5
10
15
20
25
30
35
40
Income Level
250000 - 350000
350000 - 450000
450000 - 550000
Above 550000
Q4: While purchasing a car, what features influence you ?
Price 25 %
Product Feature 20 %
Brand 30 %
Service 10 %
Durability 15 %
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Price
ProductFeature
Brand
Service
Durability
Q5: How frequently you change your car?
In 1-3 years 25 %
In 3-5 years 20 %
In 5-10 years 30 %
In More than 10 years 10 %
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0%
5%
10%
15%
20%
25%
30%
No. of Persons
1-3 Years
3-5 Years
5-10 Years
More than 10
Years
Q6: For what purpose do you use your car?
- Maruti Suzuki Swift Hyundai i20Official Purpose 15 11
Personal Purpose 12 14
Joy Purpose 18 9Others 6 3
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0
2
4
6
8
1012
14
16
18
20
OfficialPurpose
PersonalPurpose
JoyPurpose
OtherPurpose
Swift
i20
Q7: How did you come to know about this Car?
- Maruti Suzuki Swift Hyundai i20Newspaper 4 2Television 21 18Magazine 3 2
Friends and Relatives 19 16
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0
5
10
15
20
25
Newspaper Television Magazine Friends
and
Relatives
Swift
i20
Q8: Did Advertisement influence your choice, while you chose your car?
Yes 85%
No 5%Cant say 10%
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Yes
No
Can't Say
Q9: Did you have full knowledge before buying your car?
- Maruti Suzuki Swift Hyundai i20Yes 26 23No 19 15
0
5
10
15
20
25
30
Yes No
Swift
i20
Q10: Which Factors below influenced your decision?
- Maruti Suzuki Swift Hyundai i20Price 79% 80%
Mileage 68% 61%Quality 70% 48%
Resale Value 41% 29%
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Status Symbol 16% 11%
0%
10%
20%30%
40%
50%
60%
70%
80%90%
Swift i20
Price
Mileage
Quality
Resale Value
Status Symbol
Q11: How would you rate the following factors of Cars with respect to different
company?
- Maruti Suzuki Swift Hyundai i20
Mileage 78% 71%Price 67% 63%
Pick Up 81% 79%Maintenance 63% 59%
Look and Shape 68% 71%Brand Image 58% 51%
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0%10%
20%
30%
40%
50%
60%70%
80%
90%
Swift i20
Mileage
Price
Pick Up
Maintenance
Look and Shape
Brand Image
Q12: If a new Car with good features comes in, then would you like to change your
existing car ?
- Maruti Suzuki Swift Hyundai i20Yes 17 20No 16 14
Cant Say 11 4
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0
5
10
15
20
25
Yes No Can't Say
Swift
i20
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Chapter No. 4
CONCLUSIONS AND RECOMMENDATIONS
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-CONCLUSIONS-
1. Maruti Suzuki Swift is considered to be most fuel-efficient car on Indian roads,& has
better quality, higher resale as compared to Hyundai i20.
2. Maruti Suzuki Service & Spare parts are available throughout India and in local
markets also, & Swift has comparatively low maintenance cost in contrast to
Hyundai i20.
3. While buying a car, economy is the main consideration in form of price,
maintenance cost, fuel efficiency.
4. Majority of the respondents had bought changed their cars within 5 10 years of
purchase of their older cars.
5. Maruti Suzuki Swift has been rated better than Hyundai i20 by the people in terms
of mileage, price, pick up, maintenance and brand image, while Hyundai i20 has
only been rated better in terms of looks and shape.
6. The middle model in both Maruti Suzuki Swift and Hyundai i20 is preferred more
than the highest and lowest models respectively, by the people.
7. Maruti Suzuki Swift is more preferred than Hyundai i20 by people in terms of Office
and Joy purposes, while Hyundai i20 is more preferred for Personal Purposes.
8. Owners of Hyundai i20 are interested in changing their cars if a new model is out,
more than the owners of Maruti Suzuki Swift.
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-RECOMMENDATIONS-
1. Hyundai should focus on improving the fuel efficiency of its i20 model, the quality
and reliability needs to be worked upon too, on which the resale value of car
depends.
2. Hyundai needs to tap the export market more efficiently as there is a huge potential
to make India as the world's 4-wheelers production base. For this, it needs to look
for joint ventures abroad.
3. More service centers should be opened for Hyundai Motors, so that its Service &
Spare parts are available throughout India and in local markets also.
4. They should also introduce some good finance/discount schemes for students, so
that more of the young generation is attracted.
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-BIBLIOGRAPHY-
1. www.marutisuzukiswift.com
2. www.hyundai.com
3. www.google.com
4. www.wikipedia.org
5. www.authorstream.com
6. www.india-server.com
7. www.wiki.answers.com
8. www.cardekho.com
9. www.profilefacts.blogspot.com
-QUESTIONNAIRE-
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Name: __________________________________
Contact No.: ______________________________
Age: a) 15-20 b) 20-25
c) 30-40 d) Above 40
Occupation: a) Businessman b) Employee
c) Student d) Other
Q1: Which car brand do you have?
a) Maruti Suzuki b) Hyundai
c) Chevrolet d) Others
Q2:Which Car do you prefer out of Swift and i20 and which model?
a) Maruti Suzuki Swift b) Hyundai i20
-Lowest -Lowest-Middle -Middle-Highest -Highest
Q3: Which family Income level do you fall in?
a) 250000-350000 b) 350000-450000
c) 450000-550000 d) Above 550000
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Q4:While purchasing a car, what features influence you ?
a) Price b) Product Feature
c) Brand d) Service
e) Durability
Q5: How frequently you change your car?
a) In 1-3 Years b) In 3-5 Years
c) In 5-10 Years d) In more than 10 years
Q6: For what purpose do you use your car?
a) Official Purpose b) Personal Purpose
c) Joy Purpose d) Others
Q7: How did you come to know about this Car?
a) Newspaper b) Television
c) Magazine d) Friends and Relatives
Q8: Did Advertisement influence your choice, while you chose your car?
a) Yes b) No
c) Cant Say
Q9: Did you have full knowledge before buying your car?
a) Yes b) No
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Q10: Which Factors below influenced your decision?
a) Price b) Mileage
c) Quality d) Resale Value
e) Status Symbol
Q11: How would you rate the following factors of Cars with respect to different
company?
a) Mileage b) Price
c) Pick Up d) Maintenance
e) Look and Shape f) Brand Image
Q12: If a new Car with good features comes in, then would you like to change your
existing car ?
a) Yes b) No
c) Cant Say
Q13: Any Suggestions for the company ?
________________________________________________________________________
________________________________________________________________________
________________________________________________________________________
Date: __ / __ / ____ (Signature)