FINAL YEAR BBA (H) STUDY PAPER ON

“MARKETING STRATEGY OF AUTOMOBILE

COMPANY IN INDIA”

SUBMITTED BY:

NAME: SUBHOJIT DOLUI (15405015055)

KOUSTAV CHATTERJEE (15405015014)

SUVRA KANTI CHOWDHURY (15405015063)

YEAR: 3RD

(THIRD) SEMESTER: 6th

SESSION: 2015-18

COLLEGE: DINABANDHU ANDREWS INSTITUTE OF

TECHNOLOGY & MANAGEMENT

UNIVERSITY: MAULANA ABDUL KALAM AZAD

UNIVERSITY OF TECHNOLOGY, WESTBENGAL

contents

1.TOPIC

2.ACKNOWLEDGEMENT

3.INTRODUCTION

4.OBJECTIVE

5.COMPANY PROFILE

6.COLLECTION OF DATA

7.ANALYSIS & INTERPRETATION

8.CONCLUSION

9.BIBLIOGRAPHY

ACKNOWLEDGEMENT

I take this opportunity in expressing the fact that this

project report is the result of incredible amount of

encouragement, co-operation and moral support that I

have received from others .

Words alone cannot express my deep sense of

gratitude to Sohini Majumdar who provided me an

opportunity to do a project on”- “MARKETING

STRATEGY OF AUTOMOBILE COMPANY IN

INDIA”. Her valuable guidance and support made this

project work an enlightening educational experience.

Her consistent support and co-operation showed the

way towards the successful completion of project.

I would like to express my deep sense of gratitude to

all the members, who directly or indirectly helped me

during my project work.

INTRODUCTION

Introduction of Auto mobile:

The word ‘Automobile’ comes, via the French automobile

from the ancient greek word (auto’s, “self”) and the Latin

mobiles (“Movable”), means a vehicle that moves itself,

rather than being pulled or pushed by a separate animal or

another vehicle. The alternate name ‘Car’ is believed to

originate from the latin word Carrus or Carrum (“Wheeled

vehicle”), or the middle English Carre (“Cart”) (from old North

French) By definition, an automobile or car is a wheeled

vehicle that carries its own motor and transport passengers,

as we know the automobile was not invented in a single day

or by a single inventor. Today, Automobiles have become a

crucial part of our lives, an extension of the human body that

provides us faster, cheaper and more convenient mobility

every passing day 6 the history of Automobile is very

fascinating as it reflects an evolution of the Automobile that

took place worldwide.

Development:

The history of the automobile actually began about 4,000

years ago when the first wheel was used for transportation in

India. The automobile history begins as early as 1769, with

the creation of steam engine automobiles capable of human

transport. In 1806, the first car powered by an internal

combustion engine running on fuel gas appeared, which led

to the introduction in 1885 of the modern gasoline or petrol

fueled internal combustion engine. Cars powered by electric

power briefly appeared at the turn of the 20th century.

Today in the 21st century we cannot think of our lives without

transportation and the automobile industry. Distance is no

more a matter with the invention of automobile.

MARKET SHARE OF AUTOMOBILE LEADERS IN

INDIA

OBJECTIVE

To find out the market strategy of

Hyundai Motors that has helped them

in increasing their market share by

many leaps in last few years in the

India Market.

COMPANY PROFILE

The Hyundai Motor Company was set up in 1967 as a

subsidiary of the Hyundai Engineering & Construction

Company. The company started off by assembling cars

and trucks for the Ford Company in their car factory. In

1975 they produced their first car called the Hyundai

Cortina which was produced in partnership with the

Ford Motor Company. Within the next two years they

had become the 13th largest automaker in the world

with 2% share in the world retail market. In 1975, the

company decided to build its own car which it would

sell under the brand name ‘Hyundai’. They hired five of

the best car engineers from Britain who designed their

first car, ‘Hyundai Pony’. The car soon became the

number one selling car in South Korea because of its

small size and economical pricing. Next the Hyundai

Pony entered the Canadian market and within 9

months became the top-selling car there. By 1985,

their production had exceeded more than 1 million

cars. In 1986, they entered the U.S. market with their

new ‘Hyundai Excel’ car. This car also proved to be a

best seller because of its quality and low pricing. In

1986 more than 160,000 units were sold and the next

year it crossed 260,000. Now Hyundai had established

itself as one of the top competitors in the world

automobile industry. Their next release was the

midsize Sonata in the year 1988. This model did not

click in the U.S. market but by then Hyundai was

already producing 4,000,000 units per year.

Creta

Eon (bestselling car)

Verna

Tucson

Santro

COLLECTION OF DATA

Research design refers to the manner of conducting

the research. The design of my research is exploratory

which is qualitative in nature, and want to explore the

various reasons that have helped Hyundai motors to

reach to this success level.

Research instrument refers to designing the

instrument/questionnaire that will help to collect the

data, and in our case we are focusing on secondary

data only.

ANALYSIS & INTERPRETATION

• Hyundai Motor Co. is a South Korean automobile

MNC which started its operation in 1967 and it

never looked back. It is mainly in manufacturing

and marketing of automobiles, commercial

vehicles and engines in 195+ countries worldwide.

• Being majorly in the economy segment, in many

developing nations it is in leadership positions

while in some it is in 2nd position. Due to stagnant

growth rate, fuel price volatility, government

regulations and environmental conditions;

automobile industry is facing downturn and that’s

why the company like Hyundai is focusing on

satisfying customer needs through improving

in product performance, design & service

Hyundai uses behavioral &psychographic

segmentation variables to segment the market in

homogeneous groups. It is majorly in an economic

segment (Eon, I10) and is entering the premium

segment through its offerings in SUV’s (Creta Tucson)

segment The current bestselling car is Hyundai Eon

Differentiated targeting strategy is used by Hyundai

to target the customers and satisfy their needs and

wants. Positioning is the most important aspect that is

driving the market forces. Hyundai uses a mix of

product & value-based positioning strategies to create

an experience for their customers rather than just

selling its products.

Competitive advantage in the Marketing strategy of

Hyundai Motors

Hyundai motors have created a customer-centric

smart service which is helping it in increasing the

credibility and efficiency in the after-sales service.

It has developed IT-enabled ecosystem which is

making services available anytime, anywhere on a

real-time basis.

One of the competitive advantages of Hyundai is

its R & D centre which are situated in the key

regions and is helping the company to understand

different markets & changing customer

preferences.

Hyundai group is operating in-vehicle segment,

financing segment, and R & D segment and it is

helping the company in aligning the main line

automotive business with the company’s vision.

Distribution strategy in the Marketing strategy of

Hyundai Motors

Hyundai is making its offerings available to the market

through its 6,000 showrooms & dealerships. Hyundai is

going through a paradigm shift in delivering the value

proposition through Hyundai Motor studio, a new

setup of showrooms creating customer engagement

opportunities & delivering revolutionized brand

experience.

Customer analysis in the Marketing strategy of

Hyundai Motors

Customers of Hyundai are the middle-income

group who want to purchase a car for family

purpose and is looking for a value for money

offering.

SWOT ANALYSIS

Strengths in the SWOT analysis of Hyundai:

1. Hyundai Motor India has such brand equity that it is

almost assumed to be an Indian brand, with lot of good

accolades for being India’s second most selling brand next to

MUL in market share

2. Hyundai Motor India limited is the largest car exporter

from Asian Market which showed a 10% growth compared to

last FY (2017-18)

3. Hyundai has the largest network of showrooms and service

station next to Maruti in India.

Weaknesses in the SWOT analysis of Hyundai:

1. Hyundai doesn’t have any product match to compete in

corporate orders like Tata Indica V2, Tata Sumo,

Tata Indigo, Ford Fiesta etc. These vehicles are most

preferred in both cab segment and government booking

for bulk orders

2. Weak foot hold on large car segments.

Opportunities in the SWOT analysis of

Hyundai:

1. There is more scope of HMIL to increase its foot hold

into small car segment as its has dedicated R&D plant in

Hyderabad, India. Hyundai is one of the very few

2. companies that has widest R&D network across the

world located in Korea, Europe, India, US, Japan.

3. To match corporate offers, Hyundai needs to work for

effectively & efficiently to include this segment

4. As a major population in India is also looking for family

car , this more SUV / Sedan cars should be introduced

Threats in the SWOT analysis of Hyundai:

1. There are Indian players like Tata, Mahindra imposing a

strong threat for Hyundai Motors India to expand its

product category

2. Almost all major automobile players have started

invading India to open up their market and their

manufacturing plant in India.

3. Many manufacturers have started to concentrate on

small car segment as an alternative to Nano. These will

slowdown the expected sales of Eon

CONCLUSION

Hyundai has taken over market share of maruti waganor and

Daewoo motors (matiz) by establishing santro in Indian

market and established the brand as Indian market and

established the brand as Indian company appointing brand

ambassador sharukh khan

They recognized the strength biggest competitor Maruti

which is affordable spare parts and extensive availability

of service centre. They also started working in these

path

Once Hyundai established food world in the Indian

market they realized that the key to a sustained growth

and success in the Indian market would be its durability

in rough Indian terrain.

In order to retain existing customer they offered

excellent by back on all its cars. This not only helps them

retain loyal customer but also help a lot of users to

upgrade to a higher segment of vehicle.

With a constant focus on innovation and a quest to

deliver market research driven product. Hyundai has

always updated with technical advancement in

automobile segment.

BIBLIOGRAPHY

WEBSITE

https://auto.economictimes.indiatimes.com

http://m.hyundai.co.in/mobile/

https://www.cardekho.com/cars/Hyundai

BOOKS

PRINCIPLE OF MARKETING PHILLIP KOTTLER