RESEARCH REPORT

ON
HYUNDAI MOTOR GROUP MARKETING STRATEGY,
Submitted by
AAQIB IQBAL MIR
FARHAN AHMED
MESSUM HUSAIN SOFI
VINAY CHAUDHARY
Md. DANISH
MBA Batch – (2018 – 2020)
Under The Guidance Of
DR HARI SHANKAR SHAYAM

“SCHOOL OF BUSINESS STUDIES

SHARDA UNIVERSITY”, GREATER NOIDA-201306

 CERTIFICATE

This is to certify that AAQIB, MEESUM, FARHAN, VINAY and

DANISH of SHARDA UNIVERSITY has successfully
Completed the project work titled “MARKET RESEARCH ON
HYUNDAI MOTOR
GROUP, DELHI NCR”
Administration prescribed by the Sharda University.
This project is the record of authentic work carried out during the
academic year 2018– 2019.

Dr.Hari Shankar Shyam

Subject teacher
 DECLARATION

We hereby declare that this project is the record of authentic work

carried out by us during the academic year 2018 – 2019 and has not been
submitted to any other University or Institute towards the award of any
degree.
 ACKNOWLEDGEMENT

We are thankful to our project guide Dr. Hari Shankar Shyam for
allowing us to carry out a research on this topic as well as for his
valuable guidance he gave us throughout the process.
We would also like to thank all the respondents who provided the
primary data required for the research. Last but not the least; we would
also like to thank our parents for providing us the required materials for
completion of our research.
 ABSTRACT

This Project is a part of our syllabus of Masters in Business

Administration (MBA) as prescribed by the Sharda University of
Greater Noida. Our project topic is “Market Research on HYUNDAI. In
the project primary data has been used. In this project report a sample of
100 people is taken as a sample of population. This report helped us to
understand the popularity, quality of products & services provided by
HYUNDAI MOTORS, Delhi NCR and whether the customers are
satisfied with it.

A Questionnaire is used as the tool for data collection. It consists of a

form containing a series of questions where the respondents themselves
fill in the answers.
 INDEX

SR. NO DESCRIPTION
1. THEORETICAL BACKGROUND
2. OBJECTIVES OF THE PROJECT
3. SCOPE
4. INTRODUCTION TO RESEARCH METHODOLOGY

5. COMPANY PROFILE
6. RESEARCH DESIGN
7. PROJECT DESIGN
METHOD USED
COLLECTION OF DATA
8. ANALYSIS OF THE DATA AND FINDINGS
9. RECOMMENDATION
10. CONCLUSION
11. LIMITATION
12. APPENDICES
13. BIBLIOGRAPHY
 CHAPTER-1

INTRODUCTORY CHAPTER

Meaning of Research:

Research is a careful and detailed study into a specific problem, concern, or issue using the
scientific method. It's the adult form of the science fair projects back in elementary school, where
you try and learn something by performing an experiment. This is best accomplished by turning
the issue into a question, with the intent of the research to answer the question.

Research is conducted according to the researcher’s intention, their purpose, and the paradigm
they’re operating from within. While many people use the word “research” to loosely mean
“gathering information”
 THEROTICAL BACKGROUND
HYUNDAI MOTOR

HYUNDAI MOTOR COMPANY

The Hyundai Motor Company is a South Korean multinational automaker headquartered in

Seoul, South Korea. Hyundai was founded in 1967 and it along with Kia, together comprise the
Hyundai Motor Group, which is the world's fourth largest automobile manufacturer based on
annual vehicle sales in 2010. In 2008, Hyundai (without Kia) ranked as the eighth largest
automaker. In 2012, Hyundai sold over 3.6 million vehicles worldwide.

Hyundai operates the world's largest integrated automobile manufacturing facility in Ulsan,
which is capable of producing 1.6 million units annually. The company employees about 75,000
persons worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships
and showrooms.

Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai
Motor Company was later established in 1967. The company's first model, the Cortina, was
released in cooperation with Ford Motor Company in 1968. When Hyundai wanted to develop
their own car, they hired George Turnbull, the former Managing Director of Austin Morris at
British Leyland. He in turn hired five other top British car engineers. They were Kenneth Barnett
body design, engineers John Simpson and Edward Chapman, John Crosthwaite ex -BRM as
chassis engineer and Peter Slater as chief development engineer. In 1975, the Pony, the first
Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and power train
technology provided by Japan's Mitsubishi Motors. Exports began in the following year to
Ecuador and soon thereafter to the Benelux countries.
Hyundai Motor India Limited

Hyundai Motor India Ltd is a wholly owned subsidiary of the Hyundai Motor group in South
Korea. It is the second largest automobile manufacturer with 17% market share as of 2017 and
5.5 billion USD turn-over in India.

Hyundai Motor India Ltd

New thinking new possibilities

Hyundai Motor India Limited was formed on 6 May 1996 by the Hyundai Motor
Company of South Korea. When Hyundai Motor Company entered the Indian Automobile
Market in 1996 the Hyundai brand was almost unknown throughout India. During the entry of
Hyundai in 1996, there were only five major automobile manufacturers in India,
i.e. Maruti, Hindustan, Premier, Tata and Mahindra. Daewoo had entered the Indian automobile
market with Cielo just three years back while Ford, Operand Honda had entered less than a year
back.
For more than a decade till Hyundai arrived, Maruti Suzuki had a near monopoly over the
passenger cars segment because Tata Motors and Mahindra & Mahindra were solely utility and
commercial vehicle manufacturers, while Hindustan and Premier both built outdated and
uncompetitive products.
R&D Center

Hyundai Motor India Engineering (HMIE) is a fully owned subsidiary of Hyundai Motor
Company, South Korea, which is located at Hyderabad, Telangana. HMIL established HMIE in
November 2006 and contributed to the development of Hyundai Motors' popular new models for
the Indian market starting with the Eon and followed now by the "I" series, and also in SUV
segments like the Creta. Hyundai Motors' other overseas R&D centres are located in the United
States, Germany, Japan, Korea, and China.

Brand ambassador

The carmaker gets Shah Rukh Khan on board as its brand ambassador for the Hyundai Xcent,the
company’s recently launched sub-compact sedan in India. Back in 1998, SRK shot his first TVC
for the Hyundai Santro, and his association with the car brand has now turned 19. In 2010 Shah
Rukh Khan won the "Brand Ambassador of the Year" for Hyundai i10 at NDTV Profit Car and
Bike Awards. SRK also promotes the "Be The Better Guy" road safety campaign for Hyundai.
In July-2017 Hyundai India extended the contract of Shah Rukh Khan for 2 Years.

Sales and service network

HMIL has 475 dealers and more than 1,300 service points across India HMIL also operates its
own dealerships known as Hyundai Motor Plazas in large metros across India. HMIL has the
second largest sales and service network in India after Maruti Suzuki
STRATEGIES USED BY HYUNDAI FOR MARKETING
 Associating itself with some of the well-known international events like FIFA, UEFA,
and ICC matches in T20 and one-day match format and various other events have helped
the company in creating high visibility.

 Customer analysis in the Marketing strategy of Hyundai Motors

Customers of Hyundai are the middle-income group who want to purchase a car for
family purpose and is looking for a value for money offering.

 Competitive advantage in the Marketing strategy of Hyundai Motors

Hyundai motors have created a customer-centric smart service which is helping it in

increasing the credibility and efficiency in the after-sales service. It has developed IT-
enabled ecosystem which is making services available anytime, anywhere
on a real-time basis. One of the competitive advantages of Hyundai is its R
& D centres which are situated in the key regions and is helping the
company to understand different markets & changing customer
preferences

 Segmentation, targeting, positioning in the Marketing strategy of Hyundai Motors

Hyundai uses behavioral & psychographic segmentation variables to segment the market
in homogeneous groups. It is majorly in an economic segment and is entering the
premium segment through its offerings in SUV’s segment and new showroom setup i.e.
Hyundai Motor studio.Differentiated targeting strategy is used by Hyundai to target the
customers and satisfy their needs and wants.Positioning is the most important aspect that
is driving the market forces. Hyundai uses a mix of product & value-based positioning
strategies to create an experience for their customers rather than just selling its products.
Strengths in the SWOT analysis of Hyundai

Hyundai India has such a brand equity that it is almost assumed to be an Indian brand, with lot of
good accolades for being India’s second most selling brand next to MUL in market share

Hyundai Motor India limited is the largest car exporter from Asian Market which showed a 10%
growth compared to last FY

The domestic sales is increasing at an average rate of 19.1%

HMIL is known for its quality products which has better performance and it has constantly been
ahead in the race with MarutiUdyog limited in many parameters

The product length includes around 8 cars, starting from new Eon in small car segment to SUV
segment Santa Fe

Among the automobile players only HMIL is known for its CSR activities

Hyundai products never fail to win laurels in each segment from various automobile ratings ever
since its operations in India

Hyundai, has the largest network of showrooms and service station next to Maruti in India
 OBJECTIVES OF THE REPORT

 To identify different customers’ needs in regard to a Hyundai Motor cars services.

 To identify what type of marketing strategy is suitable for the company to reach the
targeted customers.
 To enable the company’s customer care department to handle the customers’ queries
more effectively and efficiently.
 To generate new leads through customer satisfaction.
 To determine key dissatisfaction area, if any.
 SCOPE

 To identify the customer relationship management level towards Hyundai Motor

Company Limited.

 The study gathers information about the customer’s relation maintaining in the car
level.

 It is aimed at enlightening the company about different steps to be taken up to

increase the share of Hyundai motor company limited with regard to other
competitors.

 To make the company to provide better customer services.

 INTRODUCTION TO RESEARCH METHODOLOGY

RESEARCH PROCESS
The process of research involves the following steps:

1. Define the Problem

Identifying a compelling research question is the first step to a successful research project. What
issue, problem, or topic are you interested in exploring? It is necessary to know for what the
research is being carried out the main objective of research

2. Review the Literature

The purpose of conducting research is to "fill in the gaps" of our knowledge about a particular
field or subject, to identify a new problem, or to "test" a new solution or recommendation for an
existing issue or phenomenon.

To frame your research project, and to ensure that your research question has not already been
examined, you must conduct a literature review
3. Formulate a Hypothesis or a Problem Statement

Depending on your research question and methodology, you will be required to formulate a
research hypothesis OR a problem statement based on your research question.

A research hypothesis is an educated prediction that provides an explanation for an observable

(measurable) event or condition. .

4. Select a Research Design

Deciding what you will research will help to determine how you will design your research
project.

Will it be qualitative or quantitative? What methodology and design will you choose?
What methods - techniques and tools - will you use to collect, analyze, and interpret your data?
5. Carry Out the Research

Now you can finally conduct your research!

For many, this is the most enjoyable part of the process; but, it's also the step that requires the
greatest attention to detail to ensure that your research design and methods are followed
accurately - to generate good data - and that the research is conducted ethically.

6. Interpret Your Results

Once your experiment has concluded and/or data have been collected, it is time to analyze the
data using methods determined by your research methodology and design. Next, you must
interpret the results.

It is important that your interpretation is supported by the evidence. Avoid spurious conclusions
of causality or correlation
7. Report the Research Findings

The purpose of research is to share knowledge.

Once your research has concluded, it is important to share your results. You might write an
article for publication, prepare a white paper, or present your research at a conference either as
part of a panel discussion or a poster presentation.

8. Repeat

Research is an iterative process.

New knowledge leads to more questions, further research, and the generation of more new
knowledge.
 RESEARCH DESIGN

A research design is a framework or blueprint for conducting the research project. It details the
procedures necessary for obtaining the information needed to structure or solve research
problems. The research design is a comprehensive master plan of the research study to be
undertaken, giving a general statement of the methods to be used.

Definitions: "A research design is the arrangement of conditions for collection and analysis of

Data in a manner that aim to combine relevance to the research purpose with economy in
Procedure.”
 CHAPTER-3

COMPANY PROFILE

TYPE Public
INDUSTRY Automotive
FOUNDED December 29, 1967
FOUNDER Chung Ju Yung
HEADQUATERS Seoul, South Korea
AREA SERVED Worldwide
PRODUCTS Automobiles, Commercial vehicles, Engines
PARENT Hyundai Motor Group
WEBSITE Hyundai.com
 CHAPTER-3

PROJECT DESIGN

METHOD USED

QUSETIONNAIRE METHOD

A questionnaire is a research instrument consisting of a series of questions (or other types of

prompts) for the purpose of gathering information from respondents.Questionnaires have
advantages over some other types of surveysin that they are cheap, do not require as much effort
from the questioner as verbal or telephone surveys, and often have standardized answers that
make it simple to compile data. However, such standardized answers may frustrate users.
Questionnaires are also sharply limited by the fact that respondents must be able to read the
questions and respond to them.
 COLLECTION OF DATA

PRIMARY DATA

The task of data collection begins after a research problem has been defined and research design
/ plan chalked out. While deciding about the method of data collection to be used for the study,
the researcher should keep in mind two types of data,primary and secondary.

The primary data are those which are collected afresh and for the first time, and thus happen to
be original in character. Data collected by the investigator for his own purpose, for the first time,
from beginning to end, is called primary data. It is collected from the source of origin. In the
words of Weasel "Data originally collected in the process investigation are known as primary
data. Primary data are original. The concerned investigator is the first person to collect this
information. The primary data are therefore, first-hand information.
 CHAPTER-4

ANALYSIS OD THE DATA AND FINDINGS

1. Gender

Male 16%
Female 84%

male female

After analyzing the data I came to know that out of 50 respondents 84% are male and only 16%
are female who use Hyundai cars
2. What elements do you think are most important while buying a car?

Brand 6%
Price 40%
Product Quality 40%
Safety 8%
Other 6%

brand price product quality safety others

After analyzing the data we can see that 6% of people think of the brand while buying the car,
40% of people think about price, 40% about product quality, 8% think about safety and 6% think
about other features
3. How do you know about Hyundai car?

Official website 14%

Advertisement 34%
Friends and family 38%
Others 14%

Official website advertisement friends and family others

After analyzing the collected data I can see that 38% of people came to know about Hyundai car
from friends and family, 34% people from advertisement, 14% people from official website and
14% people from other sources
4. What do you think of Hyundai agency according to experience?

Good 34%
Average 44%
Outstanding 22%
Bad 0

good average outstanding bad

After analyzing the collected data I can see that 34% people had a good experience with Hyundai
agency, 44% had an average experience, 22% had an outstanding experience with the agency
5. Was all information provided to you?

Yes 66%
No 34%

Sales

Yes No

After analyzing the collected data, it can be seen that 66% people were provided with
information and 34% people were not provided information
6. Were you offered a test drive?

Yes 68.1%
No 31.9%

Yes No

After analyzing the collected data I can see that 68.1% of people were offered test drive, while
31.9% of people were not offered any test drive.
7. What do you think of the quality performance of Hyundai car?

Excellent 32%
Very good 46%
Average 12%
Bad 10%
Poor 0

Excellent Very good Average Bad Poor

After analyisng the collected data I come to know that 32%of the people think that the quality
performance of the Hyundai car is excellent, 46% think that it is good, 12% think it is average
and 10% think it is bad.
8. Are you satisfied with after sales service of Hyundai motors?

Yes 24.5%
No 14.3%
May be 61.2%

Yes No May be

After analyzing the collected data I can see that 24.5% of the people are satisfied with the after
sales service of the Hyundai Motors, 61.2% of the people think that maybe they are satisfied and
14.3% people are not satisfied.
9. What do you think about advertising promotion and sales promotion of Hyundai?

Good 32%
Neutral 60%
Maybe 8%

Good Neutral Maybe

After analyzing the collected data I can see that 32% of the people think that the advertising and
sales promotion of Hyundai Motors is good, 60% think that it is neutral and 8% are undecided.
10. What are defects of Hyundai car according to your point of view?

Bad looking 4%
Hard to control 28%
High oil consumption 34%
High price 8%
Bad ads 2%
Other 24%

Bad Looking Hard to Control High Oil Consumption High Price Bad Ads Other

After analyzing the collected data I can see that 34% of the people are having oil consumption
problem, 28% of the people feel it is hard to control the car and 24% of the people have other
issues.
11. Are you satisfied with the services?

Satisfied 32%
Very satisfied 40%
Average 28%
Poor 0

Satisfied Very Satisfied Average Poor

After analyzing the collected data I come to know that 32% of the people are satisfied, 40% of
the people are very satisfied and 28% of the people are neutral view about the services.
12. Are you satisfied with the Hyundai car price?

Satisfied 50%
Price is low 44%
Price is too high 6%

Satisfied Price is Low Price is too High

After analyzing the collected data I come to know that 50% of the people are satisfied with the
care prices of Hyundai Motors, 44% of the people think that the prices are low and 6% of the
people think that the prices are too high.
 CHAPTER-5

RECOMMENDATION

 Hyundai must pay more attention on providing information to its customers.

 Good after sales services should be provided by Hyundai.
 More focus should be given on oil consumption issue of the car and steps must be taken
to resolve it.
 CONCLUSION

 The female population uses the Hyundai car more than the male population.
 People prefer to buy the car on the basis of product quality and price.
 Maximum people were satisfied with the Hyundai car performance.
 The project has helped me to survey the overall performance of the Hyundai car.
 CHAPTER-6

LIMITATIONS OF THE PROJECT

 A portion of the respondents contacted were not precise and genuine in giving their
opinion of satisfaction or dissatisfaction.
 To measure the exact level of customer relation the sample size was small.
 Short time study was inadequate for conducting detailed study among the customers.
 The study was limited to the capabilities and willingness of the respondents in
appropriately answering the questions...
 APPENDICES

1. Gender

Male
Female

2. What elements do you think are most important while buying a car?

Brand
Price
Product Quality
Safety
Other

3. How do you know about Hyundai car?

Official website
Advertisement
Friends and family
Others

4. What do you think of Hyundai agency according to experience?

Good
Average
Outstanding
Bad
5. Was all information provided to you?

Yes
No

6. Were you offered a test drive?

Yes
No

7. Are you satisfied with the Hyundai car price?

Satisfied
Price is low
Price is too high

8. What do you think of the quality performance of Hyundai car?

Excellent
Very good
Average
Bad
Poor

9. Are you satisfied with after sales service of Hyundai motors?

Yes
No
May be
10. What do you think about advertising promotion and sales promotion of Hyundai?

Good
Neutral
Maybe

11. What are defects of Hyundai car according to your point of view?

Bad looking
Hard to control
High oil consumption
High price
Bad ads
Other

12. Are you satisfied with the services?

Satisfied
Very satisfied
Average
Poor
 BIBLIOGRAPHY

 Wikipedia
 Hyundai.com