Upload
nitinagnihotri
View
225
Download
0
Embed Size (px)
Citation preview
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 1/53
INTRODUCTION:
Introduction
The Indian automotive component industry is dominated by around 500 players which accountfor more than 85% of the production. The turnover of this industry has been growing at a
mammoth 28.05% per annum from 2002-0 onwards as illustrated in !ig which clarifies its
emergence
as one of India"s fastest growing manufacturing sectors. #uring $ 0s& the auto components
mar'et in India used to be dominated by supplies to the aftermar'et with only 5% e(ports
sourced by global Tier $ )*+s ,)riginal * uipment +anufacturers . The industry made a
sustained shift to the global Tier $ mar'et and today& the component manufacturers supply /5%
of their e(ports to global Tier $ )*+s and the remaining to the aftermar'et. This is largely due
to the growing capability of The Indian component suppliers in understanding technical
drawings& conversance with global automotive standards& economically attractive costs
,manufacturing costs are 25%- 0% lower than its western counterparts & fle(ibility in small
batch production and growing information technology application for design& development and
simulation.
esides The burgeoning demand of auto components from global ma1ors& the domestic
automobile industry has been showing a spar'ling growth caused by increasing customer base
and affordable loans. ased on this& the turnover of The Indian auto component industry is
e(pected to touch 34 $8./ billion by 200 and estimated to reach 34 0 billion by 20$ .
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 2/53
Overview of Indian Automobile Industry
The liberali6ed policies of The Indian 7overnment paved towards steady evolution of India as a
stable and mar'et driven economy with the real 7ross #omestic roduct growth in e(cess of 8%&
foreign e(change reserves crossing The 4$50 billion mar'& growing value of Indian 9upeecompared to 3 dollar and reducing inflation rate. $00% !oreign #irect Investment& absence of
local content regulation& manufacturing and imports free from licensing : approvals in The
automobile sector
coupled with customs tarifforauto components reducing to $2.5% resulted in increased number
of multinationals establishing Their bases in India and with e(port mar'ets loo'ing up& The
Indian automobile industry is poised for a phenomenal growth. The automobile production in the
sub-continent has been growing steadily ; $8.5 % per annum from 2002-0 onwards with totalvehicle production standing at a mammoth $&00& $&2 < nos. in 2005-0<.
=mong The automobiles& 2 wheelers account for /5.//%& cars about $$.0 %& wheelers to the
tune of . %& tractors about 2. 5%& buses : truc's constitute 2.$ %& +ulti tility >ehicles
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 3/53
,+ >s to The tune of $. <% and ?ight @ommercial >ehicles ,?@>s about $./$% of The total
number of automobiles produced in the country. resently& India is the second largest mar'et
after @hina for two : three wheelers.
In tractors production& India is one of the two largest manufacturers in the world along with@hina. The subcontinent stands as the th largest producer of truc's in the world. @oming to The
passenger car segment& the country is positioned $$th in car production in the world. The Indian
passenger car mar'et is far from being saturated leaving ample opportunity for volume growth
since the per capita car penetration per $000 is only / compared to 500 in 7ermany. The
production of cars in The country has been growing at a mammoth 2/.58% per annum from
2002- 0 onwards. In general& cars are broadly classified as +ini& @ompact& +id-3i6e& *(ecutive
: remium varieties. There has been a steady rise in compact car production from &000 in
2002-0 to /$5&000 in 2005- 0<& mid-si6e cars from $22&000 to 20 &000 nos.& e(ecutive cars
from 2000 to 2 &000 nos. and premium variety cars from 000 in 2002-0 to 5000 nos. in 2005-
0<. The mini car segment production reduced from $50&000 in 2002-0 to 8&000 nos. in 2005-
0<. These statistics vividly reveal the increasing capacity of The Indian customer& thus driving
The passenger car demand rapidly up The price ladder. =nalysts speculate car production in The
sub-continent to touch $5/5&000 in 200 and 2<5 &000 by 20$ . @ars and + >s e(ports rose
from /2&000 in 2002-0 to reach $/<&000 nos. in 2005-0< with growth ; 8.$55 per annum from
2002-0 onwards.
)ut of The two wheelers produced in India& motorcycles account for 8$.5 %& scooters about
$ . 2% and mopeds to the tune of . % of the total production. The production statistics which
shows The growth of 2wheelers ; $<.58% per annum from 2002-0 onwards. )ut of this&
motorcycles have e(hibited production growth ; $ . % per annum& scooters ; <./ % per
annum : mopeds ; 2.<5% per annum from 2002-0 onwards. Two wheeler production units in
India constitute of Aapanese )*+3 ,)riginal * uipment +anufacturers which include Bero
Bonda +otors& Bonda +otorcycle : scooter India , ?td.& Camaha +otor India , ?td. :
3u6u'i +otorcycle India , ?td. and Indian )*+s consisting of a1a1 =uto ?td. & T > 3 + o t o
r @ompany ?td.& ?+? ?td.& Dinetic *ngineering ?td.& +a1estic =uto ?td.& Dinetic +otor
@ompany ?td. and 9oyal *nfield of *icher ?td.
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 4/53
)ut of the aforementioned& Bero Bonda accounts for .55%& a1a1 =uto about 2<.8/%& T>3
+otors $/. 8%& Bonda +otors /. %& Camaha +otors .2/%& ?+? $. $% and The remaining
2. 8% of The total 2 wheelers production in The country. The e(ports of two wheelers made a
significant growth from a level of $80&000 in 2002-0 to reach 5$ &000 nos. in 2005-0<. The
latest estimates put up production of 2 wheelers to $ .< million by 200 .
The production of +ulti tility >ehicles ,+@>s has been showing spar'ling growth ; 2 .8 %
per annum& ?ight @ommercial >ehicles ,?@>s ; 5. % and +edium : Beavy @ommercial
>ehicles
,+ : B@>s ; 2/. % per annum from 2002-0 onwards in India. Industry analysts put up
+ >s production to reach 20/&000 in 200 and 2//&000 in 20$ . @ommercial vehicle e(ports
made a steady growth from a level of $$&000 in 2002- 0 to $&000 in 2005-0<. Themanufacturing units for four wheelers in India constitute of Aapanese )*+s covering +aruti
dyog ?td.& Byundai +otor , ?td.& Bonda 3iel cars India ?td. : 3wara1 +a6da ?td.& Indian
)*+s consisting of Tata +otors ?td.& +ahindra : +ahindra ?td.& =sho' ?eyland ?td.& !orce
+otors ?td.& *icher + o t o r s ? t d . : Bindustan +otors ?td.& Dorean )*+ Byundai +otor
India ?td.& =merican )*+s which include 7eneral +otors India , ?td. : !ord India , ?td.
and *uropean )*+s consisting of 3'oda =uto India , ?td.& #aimler @hrysler India , ?td.&
>olvo India , ?td.& Tatra Truc's India ?td. : !iat India , ?td. resently& +aruti dyog
accounted for .2 %& Tata +otors 2<.$ %& Byundia +otors$5.$ %& +ahindra : +ahindra
/. /%& =sho' ?eyland ./8%& Byundai 2.<$%& Bonda 3iel @ars 2. 0%& !orce +otors 2.08%&
7eneral +otors $./8%& !ord India $.5/%& *icher +otors $. $% and oThe rs 2. % of The total
production of four wheelers in India.
The tractors production in the country has been ma'ing a steady growth ; 25.80% and three
wheelers ; $ % per annum from 2002-0 onwards. The Indian automobile industry is flooded
with huge investments involving green field and brown field pro1ects.
Byundai plans to set up a ?@> plant at une& India. Byundai would be investing 34 .2 billion
for starting production of small cars : 3u6u'i plans to invest 34 $.< billion in India.
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 5/53
Isu6u +otor : Eissan +otor belonging to Bitachi ?td. )f Aapan would begin manufacturing
cars in India.
Tata +otors is setting up its novel small car production facility near Dol'ata. Byundai plans to
ma'e India an e(port base for small cars. Telecon is investing about 34 5 million for production of earth moving vehiclesFcomponents at Dharagpur in India. =lso& Bonda
+otorcycles : scooters have ambitious plan for ma'ing this sub-continent a hub for two
wheelers e(ports. =ll These forward towards further increase in demand for auto components.
Auto Components Production Ran e In India
India is bestowed with e(cellent infrastructure for production of auto components. There are
various national and multinational companies in the country that have put up state of art auto
component manufacturing facilities. The production range of auto components in India. !or
many of the auto components& steel remains the dominant material due to its versatility providing
a wide range of properties through the choice of appropriate combination of composition and
processing.
=long with The above& long term availability of raw materials& good recycling ability& a
relatively favourable price and The large e(perience based 'nowledge favour steel as a choice for
use in auto component manufacturing.
The steel re uirements in general for engine parts such as fan& pulley& piston pin : oil fan are
met by low carbon steels& medium carbon steelsFalloy steels based on re uisite mechanical
properties are applied for cran'shafts& connecting rods& roc'er arm shafts e t c . Ghile low
carbonFlow carbon alloy case hardening steels are u s e d f o r moderatelyFseverely stressed
components. Transmission parts such as input shaft& output shaft& front a(le& rear a(le& 'ic' down
: reverse bands& pinion shafts& clutch discs : plates& automatic transmission components etc. are
made with medium carbonFalloy steels while The gears are made of low carbonFlow carbon alloy
case hardening steels. 3uspension and steering parts such as 'nuc'le ball studs& arm sector shafts&
arm parts& pitman : idler arms& struts& tie rod ends& ball 1oint studs& center lin' etc. are either
made of medium carbon steel or alloy steel depending upon The conferred properties& spring
steels for suspension springs while low carbon case hardening steels are applied for components
5
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 6/53
that re uire wear resistance. >arious low carbonFlow carbon alloy steels are used for rivets& bolts&
nuts : other fastener items. 3teel re uired for chassis components are met with cold forming :
wieldable low carbonFmicro alloyed steel sheetsFplates while deep drawing : e(tra deep drawing
varieties of steel sheets are employed for body.
3teels are shaped& formed& heat treated andFor machined into automotive components fulfilling
The specific design criteria re uiring critical set of properties li'e strength : toughness& fatigue
: fracture resistance& wear resistance& corrosion resistance etc. Technology of machining&
fabricating or forming of engineering components has undergone rapid changes with the advent
of @omputer
=ided +anufacturing systems and robotics. @onse uently& the auto component manufacturers
re uire the highest degree of consistency in the uality of the steels both metallurgical anddimensional. =lso& the changes in customer e(pectations for lighter& more powerful : fuel
efficient vehicles with greater degrees of reliability : safety will continuously drive The steel
industry towards development and manufacturing of steel with closer band of metallurgical
properties& physical properties& leaner alloy compositions& higher strength to weight ratio etc. at
The most competitive prices.
Today& automobile sector accounts for /% of the total steel consumed in India. The spar'ling
growth of the automotive component industry and the automobile industry in India translates into
a tremendous potential and opportunity for domestic steel producers to cater to the needs of these
industries where steel is the most vital input.
India *merging as Bub for =uto @omponents Indian auto component industry is fast emerging as
an attractive )*+ : Tier $ supplier. The auto component e(ports from India rose from a mere
34 0./<0 billion in 2002-0 to 34 $.8 billion in 2005-0< showing growth ; 5.<$% per
annum from 2002-0 onwards. In 2005-0<& about <% of the component e(ports headed for
*urope& 2<% for =merica& $<% for =sia& $0% to =frica& $0% to +iddle *ast& $.5% to )ceania
and others account for 0.5% of the total e(ports.
ased on The spar'ling growth in demand for auto components& global auto ma1ors and domestic
giants have been investing heavily in India because of India"s competitive advantage.
<
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 7/53
=ccordingly& the total investment in Indian auto component industry has been showing a
tremendous growth ; 22.$2% per annum from 2002-0 onwards. The investment is e(pected to
rise further with huge strides. =mong various investments pumping in India& auto parts ma'er
9obert osch of 7ermany will investment 34 20$. million in its Indian subsidiaries over two
years with bul' of investment in +otor Industries @o. ?td.,+I@) . Bitachi ?td. of Aapan is planning to start auto component manufacturing in India with its ) * + s - I s u 6 u +otor :
Eissan +otor to begin manufacturing cars in India. 7DE #riveline& a wing of D based auto c o
m p o n e n t manufacturer 7DE plans to open a new manufacturing facility in India. #ubai
based auto ancillary arts International @ompany plans to invest about 34 .< million in India
over three years which includes setting up a manufacturing facility to service e(ports to @I3 :
3==9@ countries. !iat India has been ta'ing various measures to become a global sourcing hub
for components by e(porting components worth 34 8. million last year to its operations in
3outh =frica and plans to source components worth 34 200 million. Byundai already invested
34 $ / million to supply transmission system& gear bo(es& a(les& propeller shafts and
aluminium pressure die casting products to global operations. #elphi is planning to source
components such as piston rods& steering system& drive shafts& catalytic converter& stampings in
power train& sheet metalFstampings for chassis and electrical parts li'e wiring harnesses :
armature motors worth 34 250 million by 200/. 7eneral +otors which presently is sourcing
components worth 34 < million from Indian suppliers intends to ship parts worth 34 $ billion
for its global production units by 20$0 and The components include cran'shaft forgings& radiator
caps& gear bo(es& leaf springs& wiring harnesses : cables. !ord +otors plan to source
components li'e steering columns& alloy wheels& cran'shafts& e(haust parts& complete engines for
ID)E model& radiators& springs& castings& forgings& leaf springs& body panel& horns& dash board
assembly& starters& alternators : door trims from The present level of 34 $50 million to around
34 <00 million by 200 from India. >isteon which had already invested 34 5< million is
sourcing components for e(terior& instrument& cluster assembly : bumpers& =@ system& starters&
motors& alternators and panel instrument assembly from India.
=long with this& over 20 )*+s have set up International urchasing )ffices ,I )s in India for
components and the figure is e(pected to double by 20$0.
/
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 8/53
@onsidering the above& Indian auto component manufacturers are substantially increasing
investments in production capacities& establishing partnerships in India : abroad and have been
investing in or ac uiring companies overseas. In continuation with this& global multi nationals
are shifting automotive design centers into India with India evolving as an e(cellent automotive
9 : # base for prototyping& testing& validating and production of auto components caused bye(cellent IT s'ills : e(emplary automotive domain 'nowledge.
8
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 9/53
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 10/53
CO!PAN" PRO#I$%
1.1 A&OUT '"UNDAI !OTOR( INDIA $I!IT%D
Byundai +otor India ?imited ,B+I? is a wholly owned subsidiary of Byundai +otor @ompany ,B+@ & 3outh Dorea and is the largest passenger car e(porter and the second
largest car manufacturer in India. B+I? presently mar'ets < models of passenger cars
across segments. The =2 segment includes the 3antro& i$0 and the i20& the = segment
includes the =ccent and the >erna& the =5 segment includes the 3onata Transform.
B+I?Hs fully integrated state-of-the-art manufacturing plant near @hennai boasts of the
most advanced production& uality and testing capabilities in the country. To cater to
rising demand& B+I? commissioned its second plant in !ebruary 2008& which produces
an additional 00&000 units per annum& raising B+I?Hs total production capacity to
<00&000 units per annum.
In continuation with its commitment to providing Indian customers with cutting-edge
global technology& B+I? has set up a modern multi-million dollar research and
development facility in the cyber city of Byderabad. It aims to become a centre of
e(cellence for automobile engineering and ensure uic' turnaround time to changing
consumer needs.
=s B+@Hs global e(port hub for compact cars& B+I? is the first automotive company in
India to achieve the e(port of $0 la'h cars in 1ust over a decade. B+I? currently
e(ports cars to more than $$0 countries across * & =frica& +iddle *ast& ?atin =merica&
=sia and =ustralia. It has been the number one e(porter of passenger car of the country
for the si(th year in a row.
To support its growth and e(pansion plans& B+I? currently has a 2 0 strong dealer
networ' and 580 strong service points across India& which will see further e(pansion in
20$0.
$0
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 11/53
To support its growth and e(pansion plans& B+I? currently has a 2 0 strong dealer
networ' and 580 strong service points across India.
1.2 CO!AN")( 'I(TOR"
The beginning of Byundai +otor @ompany dates to =pril $ < when founder& Au-Cung @hung
established Byundai =uto 3ervice in 3eoul& 3outh Dorea at The age of $ years. The name
Byundai was chosen for its meaning which in *nglish translates to modern.J The Byundai logo
is symbolic of The @ompany"s desire to e(pand. The oval shape represents The @ompany"s
global e(pansion and The styli6ed KBK is symbolic of two people ,The @ompany and customer
sha'ing hands.
Byundai +otor India ?imited was formed in < +ay $ < by The Byundai +otor
@ompany of Dorea. The first production plant was established in Irrungattu'otai
near @hennai&India .
B+I?"s first car& The Byundai 3antro was launched in 2 3eptember $ 8 and was a runaway
success. Githin a few months of its inception B+I? became The second largest automobile
manufacturer and The largest automobile e(porter in India.
Byundai sells several models in India& The most popular being The 3antro Ling & i$0 and
The i20.)The9 models Include 7et6 rime &=ccent &>erna T9=E3!)9+& Tucson & and
The 3onata Transform .
$$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 12/53
1.3 CO!PAN")( *I(ION
The companyHs motto is K Innovation for Customers K. The companyHs vision is five core
strategiesM 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 humanNcentered and environmentNfriendly technological
innovation.
The companyHs striveHs to create a more affluent lifestyle for humanity& and contribute to the
harmony and co-prosperity with shareholders& customers& employees and other sta'eholders in
The automobile industry.
The spirit of creative challenge of the company has been a driving force in leading B+I? to
where it is today. It is the permanent 'ey factor for B+I? to actively respond to change in the
companyHs the management system and see' creative and selfNinnovative system. The spirit of
creative challenge& creates profits& The primary ob1ective of a private enterprise. !urthermore&
the companyHs ta'es responsibility for The environment and society and provide benefits to all
sta'eholders including shareholders& customers& e(ecutives& employees& suppliers& and
communities.
$2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 13/53
Corporate P+ilosop+y
!ana ement P+ilosop+y
Gith the spirit of creative challenge& we will strive to create a more affluent lifestyle for
humanity& and contribute to the harmony and co-prosperity with shareholders& customers&
employees and other sta'eholders in the automobile industry.
The spirit of creative challenge has been a driving force in leading B+@ to where it is today.
It is the permanent 'ey factor for B+@ to actively respond to change in the management system
and see' creative and selfNinnovative system. Gith the spirit of creative challenge& we create
profits& the primary ob1ective of a private enterprise. !urthermore& we ta'e responsibility for the
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 14/53
environment and society we belong to& and offer sustainable mobility in order to implement our
corporate philosophy and provide benefits to all sta'eholders including shareholders& customers&
e(ecutives& employees& suppliers& and communities. *ision Ge announced KInnovation for
@ustomersK as
our midNto longNterm vision with five core strategiesM global orientation& respect for human
values& customer satisfaction& technology innovation& and cultural creation. Ge desire to create an
automobile culture of putting customer first via developing humanNcentered and environmentN
friendly technological innovation.
!ana ement Policy
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 15/53
ased on a respect for human dignity& we ma'e efforts to meet the e(pectations of all
sta'eholders including customers and business partners by building a constructive relationship
amongst management& labor& e(ecutives and employees. =lso& we focus on communicating our
corporate
$5
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 16/53
values both internally and e(ternally& and gaining confidence from all sta'eholders.
$<
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 17/53
+id-and ?ong-term 3trategies. Ge developed five midNand longNterm strategiesM global
management& higher brand values& business innovation& environmental management& and
strengthening product competitiveness. *specially& we selected environmental management as
one of our strategies to meet the needs of our sta'eholders and the society we belong to. Ge also
intend to promote sustainability development and preservation of the environment.
!,# D%*%$OP!%NT(
The +7! #evelopments has been ma'ing a difference to Indian lifestyle and development for
over seven decades. )ur longevity and success represents an unmatched commitment to our
customers& our business and our employees. !rom being the pioneers in the Bire urchase and
?easing business& the +7! #evelopments today is ma'ing a difference in 9eal *state
#evelopment and =utomobiles #istribution ventures across India.
A&OUT !,#
+7! #evelopments is a leading player in the field of retail real estate and property development
in India& and has brought in international standards in commercial comple(es and shopping
malls. It was first in the sector to introduce the concept of condominiums in the country. Today& it
is one of the largest shopping mall developers in the Eational @apital 9egion& with almost
million s .ft. of retail space under development. 3ome of +7! #evelopmentsH landmar' pro1ects
include the +etropolitan& The la6a and the @ity 3 uare +all in 7urgaon in 200 . It is an
organi6ation that in many ways has been a model for a host of new companies entering the field.
+7! Byundai is one of the leading names in =utomobiles dealership of Byundai. +otor India
?td located at $& Ahandewalan& !ai6 9oad& Eew #elhi. The centrali6ed location of the showroom
effectively covers whole of #elhi in Eorth& *ast& Gest : 3outh and providing dedicated professional after sales service to our esteemed customers by having service centers at 7.T.
Darnal 9oad& atpargan1& +ayapuri and )'hla.
+7! +ayapuri service station is also the training hub for all Eorth Indian Byundai 3ervice
stations.
$/
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 18/53
+7! Byundai is having highly professional : motivated team& dedicated leaders providing their
prompt& efficient services to our customers with utmost priority being the Ouality of 3ervice and
@ustomer 3atisfaction. )ur longevity and success represent an unmatched commitment to our
esteemed customers& solid 'nowledge of the Indian +ar'et and to a certain e(tent our
competitive advantage with our large customer database& distribution networ' and customer services.
*I(ION AND !I((ION
=t a time when India was awa'ening to the call of freedom& +7! was ta'ing a revolutionary
step that would help hasten the country"s development. Today& the +7! #evelopments portfolio
spans the entire spectrum of small& medium and large-scale e uipment finance as well as big
tic'et leasing& vehicle financing& =utomobiles dealerships& factoring services& consumer finance&and infrastructural development. The +7! #evelopments brings international e(pertise& cutting-
edge technology and global scale of operations to deliver $00 percent satisfaction to its
customers& clients and employees. The +7! #evelopments vision is to be recogni6ed asM
The preferred provider of services and integrated solutions in all its areas of operation
= diverse team of talented professionals with e(pertise in selected segments
=n employer of choice& fostering a culture that values #edication& 9espect and @ontinuous
Improvement
$8
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 19/53
!AR-%TIN,
Ghat is mar'etingP
There are many different definitions of mar'eting. @onsider some of The following alternative
definitionsM
The all-embracing function that lin's The business with customer needs and wants in order to
get The right product to The right place at The right timeJ
The achievement of corporate goals through meeting and e(ceeding customer needs better than
The competitionJ
The management process that identifies& anticipates and supplies customer re uirements
efficiently and profitablyJ
+ar'eting may be defined as a set of human activities directed at facilitating and consummating
e(changesJ
Ghich definition is rightP In short& They all are. They all try to embody The essence of
mar'etingM
Q +ar'eting is about meeting The needs and wants of customersR
Q +ar'eting is a business-wide function N it is not something that operates alone from other
business activitiesR
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 20/53
Q +ar'eting is about understanding customers and finding ways to provide products or services
which customers demand
To help put things into conte(t& you may find it helpful to often refer to The following diagram
which summarises The 'ey elements of mar'eting and Their relationshipsM
20
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 21/53
C%O: +r. @hung +ong-Doo
&oard of Directors:+ong Doo @hung#ong Ain DimAeong- In ar' Ceo N @hul Coun9udiger 7rubeDarry @hoDwang-Eyun Dimyung ar' II
#ong Di Dim+asao +iyamoto#ong DimAeon 3oo
'%AD O##IC%: Cangiae-dong& 3eoul& Dorea
R%,IONA$ O##IC%(: *astM Dol'atta& Gest engal
GestM +umbai
3outhM @hennai& EorthM Eew #elhi
2$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 22/53
!AR-%TIN, CONC%PT AND ORI%NTATION
It is a fundamental idea of mar'eting that organisations survive and prosper through meeting The
needs and wants of customers. This important perspective is commonly 'nown as The mar'eting
concept.
The mar'eting concept is about matching a @ompany"s capabilities with customer wants. This
matching process ta'es place in what is called The mar'eting environment.
usinesses do not underta'e mar'eting activities alone. They face threats from competitors& and
changes in The political& economic& social and technological environment. =ll These factors have
to be ta'en into account as a business tries to match its capabilities with The needs and wants of its target customers.
=n organisation that adopts The mar'eting concept accepts The needs of potential customers as
The basis for its operations. 3uccess is dependent on satisfying customer needs.
Ghat are customer needs and wantsP
= need is a basic re uirement that an individual wishes to satisfy.
22
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 23/53
eople have basic needs for food& shelter& affection& esteem and self-development. +any of
These needs are created from human biology and The nature of social relationships. @ustomer
needs are& Therefore& very broad.
@ustomer needs are broad& customer wants are usually uite narrow.
= want is a desire for a specific product or service to satisfy The underlying need.
@onsider this e(ampleM
@onsumers need to eat when they are hungry. Ghat they want to eat and in what 'ind of
environment will vary enormously. !or some& eating at +c#onalds satisfies the need to meet
hunger. !or others a microwave ready-meal meets the need. 3ome consumers are never satisfied
unless Their food comes served with a bottle of fine @hardonnay.
@onsumer wants are shaped by social and cultural forces& The media and mar'eting activities of
businesses.
This leads onto another important concept - that of customer demandM
@onsumer demand is a want for a specific product supported by an ability and willingness to pay
for it.
!or e(ample& many consumers around the globe want a +ercedes. ut relatively few are able
and willing to buy one.
usinesses therefore have not only to ma'e products that consumers want& but They also have to
ma'e Them affordable to a sufficient number to create profitable demand.
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 24/53
usinesses do not create customer needs or The social status in which customer needs are
influenced. It is not +c#onalds that ma'es people hungry. Bowever& businesses do try to
influence demand by designing products and services that are
Q=ttractiveQGor'well
Q=reaffordable
Q =re available
usinesses also try to communicate The relevant features of Their products through advertising
and other mar'eting promotion.
!AR-%TIN, (TRAT%," O# 'UNDAI
The mar'eting mi( is generally accepted as The use and specification of The four s describing
The strategic position of a product in The mar'etplace. )ne version of The origins of The
mar'eting mi( starts in $ 8 when Aames @ulliton said that a mar'eting decision should be a
result of something similar to a recipe. This version continued in $ 5 when Eeil orden& in his
=merican +ar'eting =ssociation presidential address& too' The recipe idea one step further and
coined The term "+ar'eting-+i(". = prominent mar'eter& *. Aerome +c@arthy& proposed a
classification in $ <0& which would see wide popularity. The four s concept is e(plained in
most mar'eting te(tboo's and classes.
D%#INITION
=lthough some mar'eters have added other s& such as personnel and pac'aging& The
fundamentals of mar'eting typically identifies The four s of The mar'eting mi( as referring toM
roduct -=n ob1ect or a service that is mass produced or manufactured on a large scale with a
specific volume of units. = typical e(ample of a mass produced service is The hotel industry. =
less obvious but ubi uitous mass produced service is a computer operating system. Typical
e(amples of a mass produced ob1ects are The motor car and The disposable ra6or.
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 25/53
rice N The price is The amount a customer pays for The product. It is determined by a number
of factors including mar'et share& competition& material costs& product identity and The
customer"s perceived value of The product. The business may increase or decrease The price of
product if other stores have The same product.
lace N lace represents The location where a product can be purchased. It is often referred to as
The distribution channel. It can include any physical store as well as virtual stores on The
Internet.
romotion N romotion represents all of The communications that a mar'eter may use in The
mar'etplace. romotion has four distinct elements - advertising& public relations& word of mouth
and point of sale. = certain amount of crossover occurs when promotion uses The four principal
elements together& which is common in film promotion. =dvertising covers any communicationthat is paid for& from television and cinema commercials& radio and Internet adverts through print
media and billboards. )ne of The most notable means of promotion today is The romotional
roduct& as in useful items distributed to targeted audiences with no obligation attached. This
category has grown each year for The past decade while most other forms have suffered. It is The
only form of advertising that targets all five senses and has The recipient than'ing The giver.
ublic relations are where The communication is not directly paid for and includes press
releases& sponsorship deals& e(hibitions& conferences& seminars or trade fairs and events. Gord of
mouth is any apparently informal communication about The product by ordinary individuals&
satisfied customers or people specifically engaged to create word of mouth momentum. 3ales
staff often plays an important role in word of mouth and ublic 9elations.
roadly defined& optimi6ing The mar'eting mi( is The primary responsibility of mar'eting. y
offering The product with The right combination of The four s mar'eters can improve Their
results and mar'eting effectiveness. +a'ing small changes in The mar'eting mi( is typically
considered to be a tactical change.
+a'ing large changes in any of The four s can be considered strategic. !or e(ample& a large
change in The price& say from 4$ .00 to 4 .00 would be considered a strategic change in The
position of The product. Bowever a change of 4$ $ to 4$ 0. would be considered a tactical
change& potentially related to a promotional offer.
25
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 26/53
!AR-%T R%(%ARC'
+ar'et research is for discovering what people want& need& or believe. It can also involve
discovering how They act. )nce that research is complete it can be used to determine how to
mar'et your specific product. +9-=nywhere is a very good platform for mar'et research andanalysis
!or starting up a business There are a few things that are importantM
+ar'et information
+ar'et information is ma'ing 'nown The prices of The different commodities in The mar'et&
The supply and The demand. Information about The mar'ets can be obtained in several different
varieties and formats.
*(amples of mar'et information uestions areM
Gho are The customersP
Ghere are They located and how can They be contactedP
Ghat uantity and uality do They wantP
Ghen is The best time to sellP
!AR-%T (%,!%NTATION
+ar'et segmentation is The division of The mar'et or population into subgroups with similar
motivations. Gidely used bases for segmenting include geographic differences& personality
differences& demographic differences& use of product differences& and psychographic differences.
!ar.et trends
The upward or downward movements of a mar'et& during a period of time. The mar'et si6e is
more difficult to estimate if you are starting with something completely new. In this case& you
will have to derive The figures from The number of potential customers or customer segments.
2<
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 27/53
ut besides information about The target mar'et you also need information about your
competitor& your customers& products etc. = few techni ues areM
@ustomer analysis 9is' analysis
roduct research @hoice +odeling
=dvertising research @ompetitor analysis
Product !i/ of 'yundai
'yundai Car !odels
(ANTRO
%/0(+owroom Prices for D%$'I
!odel %/0(+owroom Prices 1Rs23
3antro Eon=F@ ,3olid 2/ &$8<
2/
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 28/53
3antro Eon=F@ ,+etallic 2//&<88
3antro 7? ,3olid 0&8/$
3antro 7? ,+etallic & <5
3antro 7?3 ,3olid <$&
3antro 7?3 ,+etallic < & 5
3antro 7?3 =udio ,3olid < &22
3antro 7?3 =udio ,+etallic /2&/2<
I 45
%/0(+owroom Prices for D%$'I !odel %/ s+owroom prices 1Rs3
i 45 424 IRD%
#-?ite ,3olid /&< 5
*ra ,+etallic 8/&205
28
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 29/53
+agna ,3olid 8&085
i 45 426$ -appa
+agna ,3olid $$& $
3port6 7?3,+etallic &2 0
+agna =T,3olid 58&2$/
=sta =T G3 7?3,+etallic 5<$&58$
I 65
%/0(+owroom Price for D%$'I
!odel 1Petrol3 %/ s+owroom price 1Rs3
i20 *ra , 3 I> 5 &
i20 +agna , 3 I> & 5
i20 3port6 )ption , 3 I> 5$8& 0
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 30/53
i20 3port6 , 3 I> 5 &
i20 =sta , 3 I> 5/5&
i20 $.2? =sta ,) wF 3unroof , 3 I> <20&
i20 $. ? =sta =T , 3 I> /50& 0
i20 $. ? *ra , 3 I> 5/5&$00
i20 $. ? +agna , 3 I> <$5&0
i20 $. ? 3port6 )ption , 3 I> < 0&$02
i20 $. ? 3port6 , 3 I> <55&$00
i20 $. =sta , 3 I> < /&$0
ACC%NT
%/0(+owroom Prices for D%$'I
0
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 31/53
!odel %/0(+owroom Prices 1Rs23
=ccent *L*@ TI>* & 00
=ccent *L*@ TI>* - ? 7 5 <&<
*%RNA
%/0(+owroom Price for D%$'I
!odel %/0(+owroom Price 1Rs23
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 32/53
>erna $.< >T>T , 3 I> <5/& <
>erna $.< >T>T GITB = #I) , 3 I> </5&80
>erna $.< 3L >T>T , 3 I> /5$&8<
>erna $.5 @9#i >7T , 3 I> /8 & 50
>erna $.5 @9#i >7T GITB = #I) , 3 I> 80/&8 $
>erna $.5 3L @9#i >7T , 3 I> 858&<2/
>erna $.5 3L @9#i >7T =T , 3 I> 2 &0$
(ONATA
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 33/53
%/0(+owroom Prices for D%$'I
!odel %/0(+owroom Prices 1Rs23
3onata 2. +T !? with < =ir ag $& < & /8
3onata @9#i ,+T Gith < =ir ag $&<$2& 00
3onata @9#i ,=T Gith < =ir ag $&/$ &
(7OT ANA$"(I(
(tren t+s:
@onvenient place.
@hange of genuine spare parts.
?arge space
Ouality service.
etter after sales service.
=ttending complaints promptly.
+aintaining customer relationship.
+ore sales promotional activities.
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 34/53
7ea.nesses:
Thin mechanic force
Gea' competitive strategies.
?ac' of latest technology
Bigh maintenance cost.
#elay in service
Opportunities:
*s tablished brand name.
Increased purchasing power of Indian @onsumer.
7rowing demand
?aunch of new products li'e i- 0 in the pipeline.
T+reats:
Increased competition.
?oss in mar'et share.
?ac' of latest mar'et information.
O&8%CTI*%( O# (TUD"
To 'now the feedbac' of customers regarding the services which are being provided by the
company.
2. To understand the importance of client relationship.
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 35/53
. To understand customer satisfaction regarding the products offered by the company.
. To find out the problems faced by customer.
5. To 'now the customer satisfaction towards the after sales service offers by +7! Byundai.
R%(%ARC' !%T'ODO$O,"
9esearch +ethodology is a systematic method of discovering new facts or verifying old facts&
their se uence& inter-relationship& casual e(planation and the natural laws which governs them. In
it we study the various steps that are generally adopted by a researcher in the studying his
research problem along with the logic behind them.
5
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 36/53
#ifferent stages involved in research consists of enacting the problem& formulating a hypothesis&
collecting the facts or data& analy6ing the facts and reaching certain conclusion either in the form
of solution towards the concerned problem or in generali6ation for some theoretical formulation.
Type of (ample Desi n: Audgment 3ampling
(ample (i9e M $00 ercent 9espondent of eople
In Researc+ !et+odolo y mainly Data plays an important role2
T+e Data is divided in two parts:
a rimary #ata.
b 3ec ondary #ata.
Primary Data is the data& which is collected directly by direct personal interview&
Interview& indirect oral investigation& Information received through local agents& #rafting a
schedule& drafting a uestionnaire.
(econdary Data is the data& which is collected fromM
• >arious boo's.
• +aga6ine and material.
• Internet
The data which is stored in the organi6ation and provide by the B9 people are also secondary
data. The various information is ta'en out regarding that sub1ect as well other sub1ect from
various sources and stored. The last years data stored can also be secondary data. This data is'ept for the internal use of the organi6ation.
The B9 manual is for the internal use of the organi6ation they are secondary data which help
people to gain information. In this report the data plays a very crucial role. !or this report the
data was provided to me by B9 department and other departmental head in the organi6ation.
<
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 37/53
DATA ANA$"(I( AND INT%RPR%TATION
I2 ANA$"(I( O# '"UNDAI CAR O7N%R( AT !,# ON T'% &A(I( O# T'%IR A,%
,ROUP2
A e ,roup Respondents
pto 25 Cears $0
/
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 38/53
2<- 5 Cears 25
<- 5 years 0
<-<0 20
<0 and above $5
Total 455
ANA$"(I(:
The ma(imum buyers of Byundai cars as per the survey shows that the customers from the age
group of 25- 5 and <- 5.The people from age group below 25 and above <0 are less buyers of
the vehicle
II 'AND$IN, O# U%RI%( AT T'% TI!% O# DI$%*%R"
8
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 39/53
ANA$"(I(:
+ost of the customers& about 8<%& were satisfied with the handling of the ueries while $ %
were dissatisfied with them.
III2 INT%RIOR O# T'% CAR C$%AN AND UNDA!A,%D AT TI!% O# D%$I*%R"2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 40/53
YES
60%
NO
40%
ANA$"(I(:
8/% of the customers found car clean and undamaged at the time of delivery while $ % found
the car to be dirty or damaged.
I*2 #A(T ; %A(" AND C$%AR$" %<P$AIN%D PAP%R7OR-2
0
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 41/53
85
15
0
20
40
60
80
100
YES NO
ANA$"(I(:
<0% of the customers surveyed found the paperwor' to be fast easy and clearly e(plained while
0% found the paperwor' as delayed and difficult.
*2 ON TI!% CAR D%$I*%R" 7IT'A$$ CO!!IT!%NT( #U$#I$$%D;
$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 42/53
ANA$"(I(:
85% people received the car on time with all commitments fulfilled while $5% did not get the
car on time.
*I2 -NO7$%D,% AND &%'A*IOUR O# (A$%( CON(U$TANT
2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 43/53
ANA$"(I(:
Ghile $5% customers thought that the 'nowledge and behavior of the sales consultant was
e(cellent only /% thought they were bad. 5 % considered them good while 25% rated them as
average.
*II2 %<P$ANATION O# CAR #%ATUR%(; 7ARRANT" AND (%R*IC% (C'%DU$%2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 44/53
ANA$"(I(:
22% customers thought that the car features warranty and service schedule was e(cellently
e(plained while 8% customers with dissatisfied. 52% considered them good while $5% rated
them as average.
*III2 N%7 CAR D%$I*%R" %<PIRI%NC%2
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 45/53
I<2 PO(T (A$%( #O$$O7 UP DON% R%,U$AR$"2
5
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 46/53
<2 R%(PON(% TO CO!P$AINT( UIC-$"2
<
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 47/53
<I2 O*%RA$$ %<PIRI%NC% AT !,# '"UNDAI
/
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 48/53
CONC$U(ION
!rom the findings and analysis it is clear that Byundai @ar is highly preferred when compared to
the other brands of car in the same segment.
8
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 49/53
Gith the analysis through the survey conducted for a period of 2 months in #elhi on the
consumer satisfaction of +gf Byundai @ar #ealer& the findings and analysis shows that 80% of
the consumers are happy with the dealer and also sales service and rest 20% of them says that
they are dissatisfied.
3ince each customer is li'e an asset for an organi6ation the company should try to improve in the
area of dissatisfaction.
Ge 'now that getting new customer is double the cost of retaining the old customer so the
company should focus on retaining the old customers whom a in the future purchase the product
or recommend others to purchase the product. Thus they help directly or indirectly for the
product sale.
@hange is the only thin' to retain and attract the customers so the company should identify the
needs and dry to fulfill them.
R%CO!!%NDATION(
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 50/53
• +gf Byundai should adopt defensive mar'eting strategy because as being one of the
largest car dealer in delhi mar'et.
• Byundai must adapt new technology and train their employees.
• Byundai should adopt an offensive mar'eting strategy for attracting customers.
• etter relationship with customers
• India is $$th largest passenger car mar'et in the world. India is the second-biggest mar'et
for small cars after Aapan. It accounts for <0 percent of the domestic mar'et. +gf hyundai
must ban' upon this aspect.
uestionnaire
50
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 51/53
Name M SSSSSSSSSSSSSSSSSSSSSSSSSS
Address M SSSSSSSSSSSSSSSSS...........................
......................................................................................................
Contact Number M SSSSSSSSSSSSSSSSSSS.......
A e: SSSSSSSSSSSSSSSSSSSSSSSSSSS
1 uestionnaire will be used for academically only23
U%(TION( "%( NO
42 7ere all your =ueries +andled durin t+e delivery>
62 7ere t+e interiors of t+e car clean and undama ed at t+e time of delivery>
?2 7as t+e paper wor. fast easy and clearly e/plained>
@2 7as t+e car delivered on time wit+ all t+e commitments fulfilled>
U%(TION( &AD A*%RA,% ,OOD %<C%$$%NT
2 'ow was t+e .nowled e and be+avior of sales consultant>
B2 7ere t+e car features; warranty andservice sc+edule properly e/plained to you>
2 'ow was t+e new car delivery ceremony)e/perience>E2 7ere t+e post sales follow up donere ularly>
F2 7as t+e response to your complaints=uic.; if any>>
5$
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 52/53
T+an. you so muc+ for your time and support2
&iblio rap+y
43 &oo.s
Dothari& @.9. 9esearch +ethodology& rd edition& $ /& >i'as ublishing Bouse vt. ?td.& Eew
#elhi.
Dotler& hilip +ar'eting +anagement& $ th edition& 200 & #orling Dindersley ,India vt.
?td.& 3outh =sia.
>arshney : 7uptaR +ar'eting +anagement& 3ultan @hand : 3ons& 2005.
7upta& 3.?.& +ar'eting 9esearch& *(cel oo's& 200 .
Dotler : =rmstrongR rinciples of +ar'eting +anagement& rentice hall India& 200 .
=a'erR +ar'eting 9esearch& Aohn Gilley : 3ons& 200$.
63 Newspapers
Times of India& 0 F05F0 & Eew #elhi
Times of India& 0<F0<F0 & Eew #elhi
?3 7ebsites
httpMFFwww.nytimes.comF200 F08F0 FbusinessFglobal-growth-gives-Byundai-2 -rise-in-
profit.html
httpMFFmoney.cnn.comFmaga6inesFfortuneFfortune archiveF200/F0 F$ F8 02 2 Finde(.htm
httpMFFwww.automobile.comFindustry-report-Byundai-plans-for-hybrid-alternative-in-$00-
percent-of-models-in-future.html
52
8/10/2019 Final Project Report on Hundai
http://slidepdf.com/reader/full/final-project-report-on-hundai 53/53