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INDUSTRY PROFILE
The Indian automotive industry has witnessed an unprecedented boom in recent year owing theimprovement in living standards of the middle class, and a significant increase in their disposable
incomes. The industry is expected to touch the 10 million mark, to which the commercial vehicle
segment will be a major contributor. Industry experts peg the Indian Automobile Sales growth at
a compounded annual growth rate (CAGR) of 9.5 % by end of 2010.
India is the second largest two-wheeler market in the world.
Fourth largest commercial vehicle market in the world.
Eleventh largest passenger car market in the world.
Fifth largest bus and truck market in the world (by volume).
Envisaged to be the seventh largest automobile market by 2016, and worlds third largest
by 2030 (behind only China and the US).
Domestic Sales
The Society of Indian Automobiles Manufacturers Association (SIAM) estimates the sales
figures of 7.5 million motorcycles, 2 million cars (including MPVs, SUVs & MUVs) and 9
million two-wheeler For year 2008-09 fiscal. Consequently, India should be able to contribute
about 6 % to the total global automotive industry output by end 2010.
Automobile Domestic Sales Trends
(Number of Vehicle)
Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09Total passenger
vehicles
902,096 1,061,572 1,143,076 1,379,698 1,549,882 1,551,880
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Total
commercial
vehicles
260,114 318,430 351,041 467,882 490,494 384,122
Three wheelers 284,078 307,862 359,920 403,909 364,781 349,719Total Two
Wheelers
5,364,249 6,209,765 7,052,391 7,857,548 7,249,278 7,437,670
GRAND
TOTAL
6,810,537 7,897,629 8,906,428 10,109,037 9,654,435 9,723,391
Source: www.osec.ch
Passenger Vehicles 15.96%Commercial Vehicles 3.95%Three Wheelers 3.6%Two Wheelers 76.49%
Source: www.osec.ch
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Growth and Development of the Industry
Auto sales in 2008 and 2009:
Company December2008
December2009
%change
Maruti Suzuki 52,029 71,000 37
Hyundai 15,602 22,252 43
Mahindra &
Mahindra
7,726 16,999 120
General Motors 4,041 8,258 101
Skoda 732 1,113 52
Mahindra Renault 272 308 13
Total 80,402 119,930 49
Leading Players
Profile of key Domestic Players:
Name of the
company
Parent company Output Models Plants
Tata Motors
Ltd
Largest
commercial
vehicle player in
the country and
one of the largest
in the
passenger
vehicles
segment.
Capacity
160000 units pa
Volumes
171870 units in
2004
Operating
income-
US$ 3.8
billion in 2005
Sierra, Sumo,
Safari, Indica,
Indigo
Pune
(Maharashtra)
Mahindra &
Mahindra Ltd
Flagship
company
of the Mahindra
Group; largest
player in the
Capacity
125000
units pa
Volumes
69737
Armada, Bolero,
Commander,
Marshall, Maxx,
Voyager, Scorpio
Mumbai, Nashik
(Maharashtra)
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tractor segment
in India
units in 2004
Operating
income-
US$ 1.47 billion
in 2005Hindustan
Motors
Ltd.
A C.K Birla
group flagship
and one of the
oldest auto
companies in
India.
Capacity
64000
units pa
Volumes
15782
units
Operatingincome-
US$ 159.7
million
in 2004
Lancer,
Ambassador,
Contessa,
Trekker,
RTV, Pushpak,
Pajero
Uttarpara (West
Bengal),
Pithampur
(Madhya
Pradesh),
Trivellore (Tamil
Nadu)
Ashok Leyland Hinduja group Operating
Income
- US$ 952.9
million in 2005
Multiaxle
vehicles,
tractor, ecomet,
engines, VikingBSI,
Viking BS-II,
Vestibule Bus,
222
CNG bus etc
Ennore, two
plants
at Hosur, the
assembly plantsat
Alwar, Bhandara,
castings plant at
Hyderabad
TVS Motor TVS Group Operating
Income
- US$ 641.9
million in 2005
Mopeds - Excel,
Champ, TVS
50Scooterettes -
Scooty
Motorcycles
- Max 100,
Victor,
Hosur, Mysore
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Centra, FieroBajaj Auto Bajaj Group Capacity - 2.52
million units
pa Operating
income - US$ 1.3
billion in 2005
Motorcycles -
Boxer, CT 100,
Discover, Wind,
Caliber, Pulsar,
Eliminator
Scooters
- Spirit, Saffire,
Wave
3 Plants at
Akurdi,
Waluj, Chakan.
Profile of key Foreign Players:
Name of the
company
Parent
Company
Output Models Models Plants
Maruti
Udyog Ltd
Suzuki of
Japan holds
a 54.2 per
cent stake in
the company
Capacity -
500000 units
pa
Volumes -
472122 units
including
exports in2004
Operating
iIncome-
US$ 2.4 billion
in 2005
800, Omni, Alto,
WagonR, Zen,
Baleno, Esteem,
Gypsy, Vitara,
Versa
Gurgaon
(Haryana)
Hyundai
Motors India
Ltd
Wholly
owned
subsidiary of Hyundai
Motor
Company, S.
Korea
Capacity -
150000 units
paVolumes -
171905 units
Santro, Accent,
Sonata, Terracan,
i-10, i-20,
Irrungattukottai
(Tamil Nadu)
Daimler 100 per cent Capacity - E class, S class, Pune
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Chrysler
India
subsidiary of
Daimler
Chrysler
Group
10000 units pa
Volumes -
1640 units
C class (Maharashtra)
Fiat Motors Subsidiary of
Fiat Auto SpA
Capacity -
50000 units pa
Volumes -
10428 units
Uno, Siena,
Palio,
Palio Adventure
Mumbai
(Maharashtra)
Ford Motors
Ltd
Ford Motor
Company, the
world's second
largest
automaker
Capacity -
100000 units
pa
Volumes -
45723 units
Ikon, Mondeo Chengaipattu
(Tamil Nadu)
General Motors
Ltd
Collaboration
between
General Motors
Corporation and
C.K. Birla Group
of companies
Capacity
25000
units pa
Volumes
17986
units
Astra, Corsa,
Swing, Forrester,
Vectra, Sail,
Optra,
Chevrolet Optra
Halol (Gujarat)
Honda Siel Cars
India (HSCI)
Established in
1995, with
Honda
Motor Company,
(Japan) and Siel
Ltd (India) being
the key
promoters.
Capacity
30000
units pa
Volumes -
20,550
units
City, Accord,
CR V
Noida (UP)
ToyotaKirloskar
Joint venture between
Kirloskar
Group and
Toyota Motor
Corp
Capacity 50000
units pa
Volumes -42,549
units
Qualis, Camry,
Corolla
Bidadi(Karnataka)
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Skoda Auto
India
Skoda Auto,
based in Czech
Republic, is a
part
of Volkswagen
group
Capacity
10000
units pa
Volumes
3712 units
Octavia, Laura Aurangabad
(Maharashtra)
Hero Honda Joint venture
between Hero
Group, the
world's largest
bicycle
manufacturersand
the Honda Motor
Company of
Japan
Capacity - 2.8
million
units pa
Operating
income - US$
1.66 billionin 2005
Motorcycles -
CD
Dawn, CD
Deluxe,
Splendour,
Passion,Karizma, CBZ,
AmbitionStep
Through - Street
2 plants at
Daruhera and
Gurgaon
Honda
Motorcycle &
Scooters India
Pvt. Ltd
(HMSI)
Wholly owned
subsidiary of
Honda Motor
Company Ltd.,Japan
Capacity-
200000 vehicles
per
annum
Scooters -
Activa,
Dio, Eterno
Motorcycles -Unicorn
Manesar
COMPANY PROFILE
A. Background and Inception of the company:
Harshali Hyundai is one of the dealership of Hyundai Motors India Limited in BOKARO.
It was established in the year 2007. With the opening of this venture, customers may feel ease as
they are having options to take the view from either of the show room. It seems Mr. B.D.Mishra
decided to open this showroom in Chas (Bokaro) area as there is no any passenger vehicle
showroom in this area and it is going to be the future business area of the Bokaro.
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Harshali Hyundai working philosophy is particularly based on Prepare employees for the
future developments with developments in their personality. As competition is very much
intense hence the management is working hard for customer relationship to achieve future
business growth.
As it is newly opened organization hence as every other organization it is also facing some
management problems. Management is trying to overcome all these problems and achieving
systematic workings here. Each and every department is distinguished for the employees. Every
employee is having its own designation and job profile and he/she has to work under that profile
only. For each segment of the vehicles, Harshali Hyundai is having its separate executives.
Departments are connected through local area networks.
The main aim of management here is self development of employees. So that, they can be
empowered for the benefit of the organization and be able to take future responsibilities. It starts
with the joining of the employee in the organization. Initially, they have to work under various
departments till his/her probation period would be over. They have to start their works from the
ground level, so that they can understand the reality of the business here. Daily reporting at the
morning and the evening make them up to date with the objectives and their future targets. The
senior management knows that how they are doing their work and in which way they have to be
directed.
ABOUT HMIL
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company, South Korea and is the largest passenger car exporter and the second largest car
manufacturer of India. HMIL presently markets 54 variants of passenger cars across segments.
These includes the Santro in the B segment, the i10, the Getz Prime & the premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Transform in the
E segment and the Tucson in the SUV segment.
Hyundai Motor India Ltd, continuing its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 559,880 vehicles in the calendar year (CY) 2009, an
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increase of 14.4 percent over CY 2008. In the domestic market it clocked a growth of 18.1
percent as compared to 2008 with 289,863 units, while overseas sales grew by 10.7 percent, with
export of 270,017 units. HMIL currently exports cars to more than 110 countries across EU,
Africa, Middle East, Latin America and Asia. It has been the number one exporter of passenger
car of the country for the sixth year in a row.
HMIL's fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most
advanced production, quality and testing capabilities in the country. In continuation of its
commitment to provide the Indian customer with global technology, HMIL commissioned its
second plant in February 2008 which produces an additional 300,000 units per annum, raising
HMIL's total production capacity to 600,000 units per annum.
HMIL has invested to expand capacity in line with its positioning as HMC's global export hub
for compact cars. Apart from the expansion of production capacity, HMIL currently has 286
strong dealer network and 540 strong service points across India, which will be further bolstered
in 2010.
In December 2008, HMIL launched the much awaited premium compact the i20 after it had a
global preview at the Paris Motor Show in October, 2008. In 2009, HMIL also launched the new
facelift Sonata Transform and the new Verna which are vastly improved models compared to theoutgoing models. In March, 2009 Hyundai i10 clocked the fastest 3 lakh sales since its launch in
October, 2007. HMIL also became the only car manufacturer to introduce Automatic
transmission across segments with the launch of the i20 1.4 Litre Petrol Automatic. The i20 also
simultaneously got a powerful 1.4 Litre CRDi engine in July 2009. The i20 achieved the highest
safety rating by the European NCAP. In September 2009, HMIL introduced the new refurbished
Santro with luxurious interiors and improved exterior features. The Santro has been the highest
selling model for Hyundai with more than 15 Lakhs units sold since its launch in India in 1998.
Hyundai Motor India in December 2009 also crossed the 25 Lakh car production milestone.
Hyundai Motor India remains one of the fastest growing car manufacturers in the country. The
companys overall performance in the automobile sector was recognized by the media as it was
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awarded with the prestigious Manufacturer of the Year award by both UTVi Autocar Car and
NDTV Profit-Car & Bike in 2009
HMIL has invested to expand capacity in line with its positioning as HMC's global export hub
for compact cars. Apart from the expansion of production capacity, HMIL currently has 251
strong dealer network across India, which will be further bolstered in 2009.
B. Nature of Business Carried:
Harshali Hyundai is a dealer of cars of Hyundai motors. The business carried by Harshali
Hyundai is of dealership. It is an also an authorized service centre and it totally aims inselling cars both passenger and SUV vehicles as per demand of customers.
C. Vision, Mission and Quality Policy: MISSION:
The mission of the Harshali Hyundai is committed to develop the firm as a big
competitor and service provider in the Jharkhand Passenger car market.
VISION:
The dealer announced "Innovation for Customers" as our midto longterm vision with
five core strategies: global orientation, respect for human values, customer satisfaction,
technology innovation, and cultural creation. They desire to create an automobile culture
of putting customer first via developing humancentered and environmentfriendly
technological innovation.
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QUALITY
POLICY:
Based on a
respect for human dignity, it make efforts to meet the expectations of all stakeholders
including customers and business partners by building a constructive relationship
amongst management, labor, executives and employees. Also, they focus on
communicating their corporate values both internally and externally, and gaining
confidence from all stakeholders.
D. Products Profile:
MODEL VARIANT Ex-Showroom Price
(As on 19/02/2010)
(In Rupees)Non A/C (S) 2,69,524
Non A/C (M) 2,72,985
GL (S) 3,34,971
GL (M) 3,38,432
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SANTRO
GLS (S) 3,22,168
GLS(M) 3,58,628
I-10
D-Lite (S) 3,38,276
D-Lite (M) 3,41,757
Era 1.1L (S) 3,73,514
Era 1.1L (M) 3,76,996
Magna 1.1L (S) 3,87,693
Magna 1.1L (M) 3,91,174
Magna 1.2L Kappa (S) 3,99,794
Magna 1.2L Kappa (M) 4,03,275
Magna 1.2L-AT (M) 4,48,874
Sportz GLS1.2L (S) 4,27,061
Sportz GLS1.2L (M) 4,30,543
Sportz GLS1.2L-AT(M) 4,72,967
Asta GLS 1.2L (S) 4,85,749
Asta GLS 1.2L (M) 4,89,231
Getz
GLE 1.1 3,62,281
GVS 1.1 3,92,281
GVS 1.1 (175 tyre+ rear spoiler) 4,02,281
I-20
Magna 1.2L 4,83,999
Asta 1.2L 5,63,999
Magna Diesel 1.4L (ABS) 6,23,599
Asta Diesel 1.4L 6,87,199
Accent
Executive IMM 5,03,901
GLE 5,24,652
ECO 5,33,900
1.6 VTVT 6,46,038
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Verna 1.6 SX VTVT 7,20,838
1.5 CRDi VGT 7,69,070
1.5 SX CRDi VGT 8,18,967
Sonata
Embera MT (Leather) 13,30,067
Embera AT (Fabric) 13,61,639
Embera AT (Leather) 13,92,927
Embera 2.0 CRDi 14,43,917
Embera MT (Fabric) 12,98,786
TUSCON CRDi 16,96,114
E. Area of Operation:
The firm operates regionally in the Jharkhand circle. The showrooms are situated
in the important markets of Jharkhand that are Bokaro(Head office), Dumka,
Ramgarh, Ranchi and Purulia (Bengal). But the HMIL under which the dealership
situated operates globally in both Passenger cars segments and SUVs segment.
F. Ownership Pattern:
The firm is private limited firm and the dealership is directly under the HMIL.
Owner Mr. Manish Jain
Manager and Manager Sales Mr. Aman Mathur
Hyundai Dealers in Sagar
Harshali Hyundai
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Address
Jabalpur Road, Baheria, Sagar,Sagar, Madhya Pradesh - 470004
Phone 286441/42, 271671/327829
Fax 286441
Email [email protected]
G. Competitors Information:
Car segment Maruti Suzuki
M-800 had dominated the Indian car market since it was launched in 1984. The
introduction of new cars by competitors made the M-800 look obsolete as it had not been
changed in any major way for over two decades. Apart from the increased competition,
MUL also had a few other problems on its plate.
There was a delay in setting up of a plant in India for manufacturing diesel engines and
transmission systems for cars. The engines for its diesel variants were imported from other
countries, and there were limits on the quantities it could import. In the market, MUL's
models like the Zen, Alto, WagonR, and Baleno were showing mixed results.
Utility Vehicle segment Mahindra
Marketing Strategy of Mahindra and Mahindra Limited for Scorpio
In June 2003, 'Scorpio,' a sports utility vehicle (SUV) from Mahindra and Mahindra Ltd. (M&M),
a leading Indian automobile company, celebrated the first anniversary of its launch.
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This one year journey had been quite fruitful for Scorpio, which had impressed many industry
observers and customers.
A year ago, within the first eight days of its launch, Scorpio had attracted over 10,000 customers
to its dealer showrooms and over 3,000 customer enquiries, resulting in 1000 order bookings.
According to company sources, by the time it completed its first birthday, Scorpio had sold
15,000 units across India.
Media reports, automobile enthusiasts and industry analysts had all given the SUV extremely
positive reports. With demand for the vehicle growing steadily, M&M even had to increase its
production from 1,800 units per month in 2002 to 2,000 per month in June 2003, and 2,500 per
month by late 2003.
Thanks to the high decibel advertising support, Scorpio had acquired high brand recall among
consumers. In fact, it was said to be one of the very few automobile brands in India that
successfully boosted the image of their parent companies (in this case M&M) as well.
H. Infrastructural Facilities:
The firm has good infrastructural facilities these are:
o It is situated in the main market place of the Bokaro Steel City.
o The showroom has good facilities such as Playing area for children who are
coming with the customers,
o Good servicing facilities for cars with advanced technologies,
o Good entertainment facilities available for customers who were wait during the
servicing of their car,
o The showroom uses new technology in their management information
system(MIS).
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I. Achievement and Awards:
o Achieved the most car seller dealership in Jharkhand.
o Win the best car seller award in Bokaro from Chas Chamber of Commerce.
J. Work flow Model:
There are three broad processes at a showroom.
Pre-sales
Sales
Post sales
All these are inter-related to each other.
CUSTOMER
MODEL
FEATURES
COLOUR
BOOKING OF
PROCESSING OF
Order toManufacturer
Supply of carsfrom Manufacturer
Delivery to
ShowroomsWit in 5 days
DELIVERY OF
Customer choosethe paymentoption i.e., car
finance or cash.
After allDocumentationthe car is finally
delivered to
customer
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The pre-sales process is very important because if a customer has a satisfying experience during
this process, it greatly increases the chances of him purchasing the car from your showroom. At
this stage, the customer is indecisive as to which car to buy and from where to buy.
The pre-sales activities include:
Cold Calling and Identification of Prospects
Creation of Customer Card
Acquire Knowledge about MUL s range of cars, competitor cars Knowledge about other allied services like finance, insurance, pre owned cars, extended
warranty etc.
Knowledge about accessories, range offered, prices etc. and about preventive
maintenance of the car.
THE SALES ACTIVITIES INCLUDE:
Visit the prospects
Understanding needs of the prospects
Give a proposition to the customer.
Create interest and preference for MUL
Give a detailed demonstration and test drive
Walk in Enquiry Telephonic Enquiry
ProductDemonstration
Test Drive
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Its primary consumer target is middle to upper income professionals who need true value
for their money and comfortable ride in city conditions. Its primary business target is
midsized to large sized corporates that want to help their managers and employees by
providing them a car for ease of transport.
Its secondary business target is entrepreneurs and small business owners who want to
provide discounts to managers buying a new car
STRUCTURE
Overall Structure of the Harshali Hyundai:
SKILL
Harshali Hyundai product is Passenger Cars, so they should be handled carefully. So it required
skilled manpower for handling, and skill in the sense testing of cars.
Training will be conducted in Hyundai Jamshedpur (Jharkhand). For newly recruited employees
will be given basic training program for 10 weeks. And 10 weeks training will be given for
Employee 1
Employee 2
Employee 3
Managing Director
Branch Manager and Manager sales &marketing
Corporate&Exchange ,
HyundaiAdvantage Pre-
Owned Cars
FinanceDept.
GDMSand Back
Office
Accessories &
Spares
ServiceDept.
S.E. 1
S.E. 2
S.E. 3
S.E. 4
S.E. 5
S.E. 6
SalesExecutive
s
Chief ExecutiveOfficer
S.E. 7
TeamLeader,S
ales
Employee 1
Employee 2
Employee 3
Service Employees 01 to 30
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employees for junior technical officer, about machines. Training will be given to employees to
know about the total features of cars in Harshali Hyundai.
STYLE
Top down Approach
The management acts with autonomy and independence in excercising strategic
supervision, discharging its fiduciary responsibilities, and in ensuring that the company observes
the highest standards of ethics, transparency and disclosure.
Participating Approach
At Harshali Hyundai the management is participating in nature. Anyone in the company
can put in their view points before the management for any improvement in the prospects of the
company, manpower, working environment,etc.
SYSTEM
The marketing department is divided into 5 Teams. For all the different marketing teams, one
Team Leader is assigned. The team leaders take care of their teams activities and report to the
marketing manager that is further reported to the CEO. The marketing is totally target based and
based on targets given by HMIL, the task is distributed to different teams.
The customers are handled by the same personnel from the beginning to the end. Spot incentive
Schemes etc is placed in the system to motivate the employees. The conversion and Target
fulfillment is traced out via the software.
STAFF
CATEGORY NO. OF STAFF TYPE OF WORK
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The review of customer care activities is done through morning meetings and weekly meetings
on customer care. The documents that are necessary during the weekly review are: PSR related,
Internal SSI forms related,HMIL related and other information related.
Customers for Life
A week after the delivery, the concerned sales person must fix an appointment with the customer
and visit him along with the service advisor. He should personally hand over the photographs
clicked also the vehicles registration certificate and try to become the customers car advisor for
life and never lose touch with the customer.
Show Room Ambience
The hours of operation, outside and insides of the showroom along with reception, car display
area, selling area, customer lounge and delivery area should be taken care of.
Customer Meets
Organizing customer meets helps in improving SSI, helps in introducing the workshop staff to
the customers and in getting referrals and there are guidelines for the same.
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1. SWOT ANALYSIS
STRENGTH:
Second largest manufacturer of Passenger vehicles in India due to this customers
are attracted towards the company in Bokaro. .
Ranju Automobiles Pvt. Ltd. is very old firm in Bokaro due to this customers of Bokaro area and its surroundings aware about this.
WEAKNESS:
SUV car has only two model i.e., TUCSON and TERRACAN which is fewer
available in India due to uneconomic and out of reach for middle class Families.
Manufacture only Passenger vehicles but some models are not economic such as
Verna, Accent, etc
OPPORTUNITY:
Harshali Hyundai has opportunity to grow as a big competitor in Jharkhand
automobile sector.
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If the cars are more economic then the sales will be more boom and the company
turn into first position in Indian automobile sector and win from their competitors
i.e., Maruti Suzuki, Tata Motors, GM and M&M.
THREATS:
Risk Factors
In the course of its business, Hyundai is exposed to a variety of market and
other risks including the effects of demand dynamics, commodity prices, currency
exchange rates, interest rates, as well as risk associated with financial issues,
hazard events and specific assets risk. Whenever possible, we use the instrument
of insurance to mitigate the risk.
Threats from Competitors
o Maruti Udyog Limited
Maruti Suzukis is also the old car showroom in Bokaro due to this
the competition is high with Harshali hyundai
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2. Analysis of Financial Summary
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Particulars 20010-11
(in laces)
2011-12
(in laces)
Sales ( nos) 2070147 2621400
Growth in Sales (nos) (%) 23.4 26.6
Total Income 5997 7563
Growth in Total Income (%) 15.5 26.1
Profit before Tax 1072 1217
Profit after Tax 728 810
Share Capital 39.94 39.94
Reserves and Surplus 1099 1453 Total Debt 175 202
Net Fixed Assets 589 715
Total Assets(Net) 1314 1695
Market Capitalisation 9797 10943
Economic Value Added(EVA) 569 564
KEY RATIOS Long Term Debt/Equity 0 0
OPBIT*/Net sales-% 16.8 15.7
OPBT**/Net Sales*(%) 15.6 14.6
Profit after tax/TotalIncome(%)
12.1 10.7
Return on Avg. Equity (%) 72.9 61.6
Return on Avg. CapitalEmployed(%)
92.8 80.9
EVA/Capital Employed(%) 49.3 37.5
Dividend Per Share ( Rs) 20 20
Dividend Payout (%) 61.9 56.3
Earnings Per Share (Rs) 36.5 40.6
Market Value/Book Value 8.6 7.3
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Particulars Corresponding nine monthsendedDecember 31, 2011
Year endedMarch 31, 2012(Audited)
No. of Four-wheelers Sold 1,935,981 2,621,400
Gross sales/ Income fromoperations
6,356.21 8596.81
Less: Excise duty 874.89 1,175.16
Net sales/ Incomefrom operations
5,481.32 7,421.65
Other income 105.27 141.03
Total Turnover 5,586.59 7,562.68
Total Expenditure 4,610.03 6,257.14
[A] {Increase}/ Decrease in stock in trade
(9.14) (14.95)
[B] Consumption of raw materials
3,845.23 5,214.57
[C] Staff cost 195.04 267.97
[D] Other expenditure 578.90 789.55
Interest (net) (0.65) (1.09)
Depreciation 63.03 89.38
Profit for theperiod before tax
914.18 1,217.25
Provision for tax - Current 297.11 395.22
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- Deferred 13.71 11.56
Net profit (8-9) 603.36 810.47
Paid-up EquityShare Capital
39.94 39.94
Face value per equityshare (Rs.)
2.00 2.00
Reserves excludingrevaluation reserve
1,453.44
Basic/diluted earnings per share
30.22 40.59
Aggregate of non- promoters shareholding
(Rs. 2.00 per share) (Rs. 2.00 per share)
Number of shares 89,945,570 89,945,570
Percentage of holding (to total holding)
45.04% 45.04%
A. Objective of the study:
The objective of the study is To:
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Increase the sales of the Shree Hyundai by implementing different
marketing strategy.
Understand the market conditions for Hyundai Cars.
Study about the strategy of its competitors in the market.
Different promotional tool used by Harshali Hyundai
Study the consumer behaviour, and perception about the Hyundai
Cars.
Study about the need of improvement in existing Marketing System.
Study about the difficulties faced by Executives while Marketing in
the field.
To study about the effectiveness & efficiency of Harshali Hyundai in
relation to its competitors
B. Scope of the study:
As it is newly opened organization hence as every other organization it is also facing
some management problems. Management is trying to overcome all these problems and
achieving systematic workings here. Each and every department is distinguished for the
employees. Every employee is having its own designation and job profile and he/she has
to work under that profile only. For each segment of the vehicles, Shree Hyundai is
having its separate executives. Departments are connected through local area networks.
The main aim of management here is self development of employees. So that, they can be
empowered for the benefit of the organization and be able to take future responsibilities.It starts with the joining of the employee in the organization. Initially, they have to work
under various departments till his/her probation period would be over. They have to start
their works from the ground level, so that they can understand the reality of the business
here. Daily reporting at the morning and the evening make them up to date with the
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objectives and their future targets. The senior management knows that how they are
doing their work and in which way they have to be directed.
Harshali Hyundai tries to find out the answer of 4 critical questions while doing its
business;
1. Are we easy for customers to do business with?
2. Do we keep our promises?
3. Do we meet the standards, we set?
4. Are we responsive to customer needs?
C. Methodology:
The nature of the project work has been descriptive as no hypothesis, is taken
to be tested. Though the conclusions drawn could be taken as the hypothesis
and further tested by the research work undertaken in the relevant field. The
reason for choosing the descriptive research design is the fact the project report
has been primarily based upon the secondary sources of data and whose
authenticity could be assured of.
The reluctance of the company's personnel in parting with much of information
led the project report to be based substantially on the secondary source of data.
The sources of data used in data collection are the following:
Primary sources
In order to gather information about the various products of Harshali Hyundai, I
personally visited a number of Showrooms and collec ted da ta pertaining to the
prices of the cars offered. The market visi ts were useful in knowing the
comparative prices and quality of the offered brands vis-versa the competitive
brands . Details regarding the de livery of the cars were collec ted and I also
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inquired about the various sales promotion schemes followed by the three car
showrooms in Bokaro.
By interviewing these dealers valuable information was collected. I inquired
from them about their marketing advertising and sales strategies.
Secondary sources
Information was collected from secondary sources such as customer survey,
newspapers advertisements, Automobile newsletters, etc.
Beside these the use of Internet was also made in col lect ing relevant
information. The data collected from the above mentioned sources has been
adequately s tructured and used at appropriate places in the report. Theinformation gathered included:
Their annual reports.
Pamphlets.
Posters.
Press clippings.
News releases.
Newsletters.
Pictures.
Exchange schemes.
Loan fair.
D. Sampling :
Population:
The population considered for this research type is the overall
general buyers who:-
a. Planning to buy four wheeler(one time payment or EMI) for the
first time.
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b. Are planning to replace their old four wheeler with a more
satisfying product type.
c. Fill the need of four wheeler.
d. Can afford a car however do not fill the need of buying one.In short we can mathematically say that it is a general set which
includes all the set and sub-sets of potential buyer of four buyers.
Non probability sampling:
Non-probabil ity sampling provide a non- sc ient ific techniques of
drawing sample from the population according to non-particular laws of
chance in which each unit in the universe has No definite pre-assignedprobability of being selected in the sample. in short it is the purposes of
subjective or judgment sampling.
The sampling design I used here is convenient sampling because
it is based on the selected customers i.e., previous customer of Hyundai, the
customers who are planning for new cars and customers who came in
showroom for enquiry of Hyundai Cars. I was selected the convenientsampling because it was not easy to survey all customers.
Sample size:
The sample size shorted out from the population (universe set) is
100 nos. to draw the conclusion of the study.
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E. Limitations of study:
Since the road to improvement is never ending, so this study also suffers from
certain limitations. Some of them are as follows: Because of illiteracy, it was a time consuming method in which
continuous guidance was required.
Questionnaire method involves some uncertainty of response. Co-
operation on the part of informants, in some cases, was difficult to
presume.
The project was limited to a period of 10 weeks and is done purely for the
academic purpose. It is possible that the information supplied by the informants may be
incorrect. So, the study may lack accuracy.
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1. ANALYSIS / DESIGN:
The data given below was based on the questions which are asked during thesurvey.
Q.1. WHY SHOULD YOU OPT A FOUR WHEELER?
Table No 1: Showing why people opt a four wheeler:
No. of Respondents PercentageNeed 31 31.0
Comfort 11 11.0Status 48 48.0Stylish 10 10.0Total 100 100.0
GRAPH No. 1: Showing the why people opt for a four wheeler:
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Interpretation: The above graph reveals that 48% of the respondents opt four wheeler for
status,31% of respondents for the need on the regular bases,11% of the respondents opt for
comfort of service, and 10% of the respondents opt four wheeler for the style
Q.2. HOW YOU AWARE ABOUT HYUNDAI CARS?
Table No. 2: How Customers are aware of Hyundai car?
No. of Respondents Percent
TV Ads 33 33.0
Existing customers 21 21.0
Magazines 24 24.0
Friends 12 12.0
Internet 10 10.0
Total 100 100.0
GRAPH No.2: showing How Customers are aware of Hyundai car:
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Interpretation: From the above graph shows that 33% of the respondents came to know of
Hyundai car through TV ads, 24% of the respondents through magazines,21% of the respondents
through the existing customers and 12% of respondents from friends,10% of respondents
through internet. The above graph explained that majority of respondents are TV ads and
Magazines.
Q.3. What is your perception about Hyundai motors?
Table No. 3: Showing Customer Perception about Hyundai Motors:Particulars Number of Respondent Percentage
BEST 43 43%GOOD 26 26%ORDINARY 17 17%NO COMMENT 0 0%
POOR 14 14%WORST 0 0%POOREST 0 0%TOTAL 100 100%
GRAPH No.3: Showing Customer Perception about Hyundai Motors
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Interpretation:
The above graph reveals that best perception comes from 43%, 26% have good perception about
the Hyundai car and rest by 17% have ordinary ,14% have poor perception.
Q.4. What is the standard of cars in Hyundai Motors?
Table No. 4: Showing result about standard of Hyundai cars:
Particular Number of respondent PercentageExcellent 12 12%Better 32 32%
Good 23 23%No Comments 08 8%Poor 23 23%Worst 2 2%Poorest 0 0%TOTAL 100 100%
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GRAPH No. 4: Showing result about standard of Hyundai cars:
Interpretation: The above graph showing the standard of Hyundai cars.12% customers says the
standard is excellent, 32% says better, 23% says good standard, 8% no gave any comment on
this but 25% customer says the standard is poor or worst.
Q.5.: On the basis of price and feature comparison, is Hyundai Motors economical?
Table. No.5: Showing is Hyundai cars are economical according to its price and features:
PARTICULARS No. of respondents percentage
Extremely Agreed 20 20%Highly agreed 30 30%Agreed 25 25%
No Comments 12 12%Disagreed 13 13%
Highly disagreed 0 0%Extremely disagreed 0 0%
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GRAPH No. 5: Showing is Hyundai cars are economical according to its price and features:
Interpretation: The above graph showing is Hyundai cars is economical. 20% of public is
extremely agreed with this statement, 30% is highly agreed, 25% is agreed and rest of peoples
answer is negative.
Q.6. What is your perception about the maintenance cost of Hyundai cars?
Table No.6: Showing Customers Perception about the Maintenance Cost of Hyundai :
Particulars Number of Respondent Percentage
Under Customer Strength 30 30%
Economical 23 23%
Trendy 39 39%
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Safety 5 5%
Etc 3 3%
TOTAL 100 100%
GRAPH No. 6: Showing Customers Perception about the Maintenance Cost of Hyundai :
Interpretation: Here 30% customers says maintenance cost is under customer strength, 23%says it is economical, 39% says trendy, rest of customers says safety and others.
Q.7. Which feature of Hyundai cars attract you more?
Table No.7:Showing which feature attract more customer:Particulars Number of Respondent Percentage
Luxurity 30 30%Price 20 20%Safety 20 20%
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Style & Trend 16 16%Etc 14 14%
GRAPH No.7: Showing which feature attract more customer:
Interpretation: 30% people like Hyundai cars due to luxurity, 20% due to price, 20% due to
safety and rest due to style & trend and rest of others.
Q.8. For passenger segment, which is the highly considerable competitor for Hyundai
Motors?
Table No. 8: Showing who highly considerable competition with Hyundai:
Competitors Number of Respondent Percentage
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Maruti 45 45%Honda 10 10%Tata 14 14%Skoda 08 8%Chevrolet 12 12%
Ford 7 7%Toyota 1 1%M & M 3 3%Total 100 100%
GRAPH No.8: Showing who highly considerable competition with Hyundai:
Interpretation: Most of publics perception about competition was, Maruti is the big competitor
of Hyundai, rest of companies has little competition due to the model of cars, Hyundai is only
passenger car manufacturer this is the reason.
FINDINGS FROM SURVEY
According to the survey the customers who are already the customer of Hyundai cars aresatisfied with the service of Harshali Hyundai, and the public who are planning to purchase anew car should go for Hyundai because the cars in Hyundai is economical in price, luxurious in
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look, comfortable, and trendy in design. These features also attract our young age group due tothe new design, trendy look and style.
The following are the findings I point out from my study:
1. Customers are always demanding, but they dont have to loose their patients, becausecustomer is the God for us. If they are creating problems, then also we have to clear all
matters with smile and patients. Make them understand fully that what are the problems
and available solutions for that problem.
2. They are not here to provide comparisons. They have to provide test drive to those
customers only which seem to be the competent customers.
3. They have to make their customers understand about their own need and available
options to satisfy their needs. Customers should be known that money discount is not as
important as their personal satisfaction.
4. They have to integrate the operations of our all departments, so that each and every
department can help in operation of every department and understand other departments
work.
5. Each and every employee should be having working knowledge of each and every
department, hence job rotation is better option for this.
6. The management has to understand personal needs of the sales and marketing people,
hence weekly get to gather with top management should be there about technical and
personal problems for the employees where everyone would be free to express his/her
thoughts.
7. When they should be having first meeting with customer, initially they have to make
them understand about financial conditions for available banking and non banking
companies. Then after they have to give them plan for financial.
8. They should be having one printed information about all formalities for the finance and it
should be given to the customer so that it would be helpful to the customer while
summing up documents for finance.
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SUGGESTIONS:
Aggressive Ad Campaign :
Harshali Hyundai should put a few hoardings in different areas inSagar and also advertise effectively in local cable channel.
Educating the customers:
Harshali Hyundai should educate the customers about themaintenance of the vehicle.
Attractive schemes:
Give few attractive schemes at the time of after sales services.Like giving quick service and charging them reasonably.
Personal touch with the customers:
Asking the customers to come regularly for servicing evenafter the warranty period.
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CONCLUSION:
The report has highlighted the importance of providing the highest customer
satisfaction and how it affects the sales. Though in the month of December, the sales
were down, by developing competitive strategies and by delivering high class products
and services, Popular Vehicles and Services were able to keep their sales momentum.
The report emphasizes the importance of customer loyalty to develop the business.
The study which we conducted on the Four wheeler automobile sector is a very
important topic of automobile sector.
After deep research, analysis and getting information about companies as
formulated that the four wheeler automobile companies achieved success in the market.
Throughout the study we found the four wheeler manufacturer having very new andmodern technology in their bikes, they have a good market share in India, many of
Automobile companies like Maruti Suzuki, Tata Motors, M&M, Fiat, Ford, etc are also
giving large competition.
Concluding the performance of the company related to four wheeler sector in
India, getting their market share and growth and what are services they are providing
after sales.
Hyundai Motors has managed to put in spectacular performance going from
strength despite increase in competition; the company's sales have witnessed an uptrend,
registering an average growth of 42% in the three years under review.
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Hyundai Motors has managed to achieve this because its strong brand image and
proven product quality underpinned the performance growth in recent years. Apart from
the strong brand "Santro" the company's performance across the spectrum of the
Passenger car market helped it exploit the growing demand for 5-stroke Cars.
BIBLIOGRAPHY
Sharma D.D. : Marketing research Principles, Application and
cases , Sultranchand and Sons New Delhi.
Kothari, C.R. : research methodology, Methods and Technology,
Wishwa Prakashan, New Delhi.
Kolter, Philips d (2000), Marketing Management, Prentice Hall
of India Pvt. Ltd. New Delhi.
Websites:
www.hyundai.com
www.google.com
www.wikipedia.com
http://www.hyundai.com/http://www.google.com/http://www.wikipedia.com/http://www.hyundai.com/http://www.google.com/http://www.wikipedia.com/7/28/2019 Harshali Hyundai
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ACKNOWLEDGEMENT
A Summer Training is a combination of views and ideas
and suggestions and contribution of many people. Thus, one of
the pleasant parts of the writing. This report is the
opportunity to thanks those who contributed toward its
fulfillment.
I am thankful to MR. AMAN MATHUR (MANAGER) for his
vital inputs and valuable suggestions and continuous
guidance, which have gone a long way in providing necessary
impetus to our efforts in consummating this report.
My sincere thanks to his for providing with all the
relevant information for completion of my project.
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My interaction with harshali hyundali Co. Ltd. was
immensely pleasurable and it was an honor to have been a
small part of this company.
Last, but not the least I am thankful to all my co trainees
without whom my time at harshali hyundai would not have
been as pleasurable.
MONA DUBEY M.B.A. 4 TH Sem.
PREFACE
It is well evident that work experience is an indispensable part of
every professional course .In the same manner practical training in any
organization is must for each and every individual who is undergoing
management course.
Without the practical exposure one cannot consider himself or
herself as a qualified capable manager. During the training period the
student learn through his own experience, the real situation of thecorporate world and to put his theoretical knowledge into practice. This
experience is very valuable for the student and plays a leading and an
important role in the career of the student.
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Hence to fulfill this requirement, I had completed my 45 Days in
Harshali Hyundai.
Entering in an organization is like a stepping into altogether a new
world. At first everything seems to be strange and unheard but at the
same time when the time passes one understands the concepts and
working of the organization and thereby developed professional
relationship.
Initially, it felt as if classroom study was just theory and have no
relation in any concerns working but gradually it is realized that all the
basic fundamental concepts studies are linked in one or the other ways to
the organization. But how and what can be done with fundamentals
depend upon the intellectual and applicability of the individuals. It is just
a matter to modify the theory so as to apply it to the given practical
solution.
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CERTIFICATE
This is to certify that MS. MONA DUBEY (4 TH
Sem.) Completed her training and submitted a
project on HARSHALI HYUNDAI " in partial
fulfillment of the requirement for the degree of
Master of Business Administration of Dr. Hari
Singh Gour University Sagar with his truly and
honestly observed inferences during his training..
I wish him bright future in his career.
Internal Examiner External
Examiner
Signature of Head of Deptt.
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DECLARATION BY CANDIDATE
I declare that the Summer Training report on
DEALARSHIP IN HARSHALI HYUNDAI" is my
own work, conduct under the supervision of Mr.
AMAN MATHUR (MANAGER) . To the best of my
knowledge the report does not contain any work
which has been submitted for the award of any
degree, anywhere.
Signature
of the Candidate
MONA DUBEY
M.B.A. 4 th SEM. .
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