Project Report on Hyundai

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Project Report

On

MARKET ANALYSIS OF HYUNDAI MOTOR

MARKET ANALYSIS OF HYUNDAI MOTOR COMPANY

COMPANY

Submitted in partial fulfillment of the requirements for award of

Bachelor of Business Administration

Of

Guru Gobind Singh Indraprastha University, Delhi.

Submitted by

NISHANT BAGHEL

______________________________________

Enrolment No: 11510601710

Of

Ansal Institute of Technology

Gurgaon

Guided by Prof.: MS. Garima Chauhan

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Certificate of Internal Guide

This is to certify that the project titled

“Market

“Market Analysis of Hyundai Motor

Analysis of Hyundai Motor

Company

Company””

is a bonafide work carried out by

NISHANT BAGHEL

a

candidate for the award of

candidate for the award of Bachelor of Business Administration of

Bachelor of Business Administration of

GGSIP University, Delhi under my guidance and direction.

Signature of guide

Date:

Date: 16/04/13

16/04/13

Name:

Name: Ms

Ms Garima

Garima Chauhan

Chauhan

Place:

Place: Gurgaon

Gurgaon

Designation:

Designation: Sr.

Sr. Lecturer

Lecturer

Institute: AIT, Gurgaon

Signature of External guide/Examiner_______________________

Date:

Name:

Date:

Name:

Place:

Designation:

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ACKNOWLEDGEMENT

The present report is based on the

The present report is based on the study ofstudy of“Market Analysis of Hyundai Motor Company”.“Market Analysis of Hyundai Motor Company”.

First of all, I express my thanks to

First of all, I express my thanks to Ms. Garima ChauhanMs. Garima Chauhan for his invaluable guidance andfor his invaluable guidance and support.

support.

A special note of thanks goes to all the members of Reliance Industries Ltd., who have provide A special note of thanks goes to all the members of Reliance Industries Ltd., who have provide me valuable information Booklets and other required information’s which form the basis of this me valuable information Booklets and other required information’s which form the basis of this report. I am very thankful to m

report. I am very thankful to my parents for their support.y parents for their support.

I am also highly thankful to my parents, family members, relatives, friends and colleagues who I am also highly thankful to my parents, family members, relatives, friends and colleagues who provided me their much needed support and inspiration and when required during the preparation provided me their much needed support and inspiration and when required during the preparation

of this project. of this project.

NISHANT BAGHEL

(11510601710)

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CHAPTER

CHAPTER –

– 1

1

INTRODUCTION

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HYUNDA

HYUNDAI MOTORS:

I MOTORS: COMPANY HISTORY

COMPANY HISTORY

Hyundai

Hyundai (Korean pronunciation is a global (Korean pronunciation is a global conglomerate conglomerate company, part of the Korean Chaebol,company, part of the Korean Chaebol, that was founded in

that was founded in South Korea South Korea by by one one of of the the most most famous famous businessmen businessmen in in Korean Korean history:history: Chung Ju-yung .

Chung Ju-yung . The first Hyundai Company was founded in 1947 as a construction company. The first Hyundai Company was founded in 1947 as a construction company. Two of the best-known Hyundai divisions are

Two of the best-known Hyundai divisions are Hyundai Motor Company, Hyundai Motor Company, the world's fourth the world's fourth largest automobile manufacturer by volume as of January 2011, and

largest automobile manufacturer by volume as of January 2011, and Hyundai Heavy Industries, Hyundai Heavy Industries, the world's largest shipbuilder. Other companies currently or formerly controlled by members of the world's largest shipbuilder. Other companies currently or formerly controlled by members of Chung's extended family may be loosely referred to as a part of the Hyundai

Chung's extended family may be loosely referred to as a part of the Hyundai chaebol. chaebol. In 1998 Hyundai bought

In 1998 Hyundai bought Kia Motors, Kia Motors, the oldest South Korean car company which had to file for the oldest South Korean car company which had to file for bankruptcy

bankruptcy due due to thto thee 1997 Asian financial crisis. 1997 Asian financial crisis. Kia is (as of 2011) somewhat independent of Kia is (as of 2011) somewhat independent of Hyundai motors, as Hyundai no longer owns an outright majority of Kia shares.

Hyundai motors, as Hyundai no longer owns an outright majority of Kia shares. Hyundai Group underwent a massive restructuring following the

Hyundai Group underwent a massive restructuring following the 1997 1997 East East Asian financialAsian financial crisis

crisisand Chung Ju-yung's death in 2001. Chung was the CEO and directly in control of theand Chung Ju-yung's death in 2001. Chung was the CEO and directly in control of the company until the end of his life. Today many companies bearing the name Hyundai are not part company until the end of his life. Today many companies bearing the name Hyundai are not part of or legally connected to the Hyundai Group. These companies include

of or legally connected to the Hyundai Group. These companies include Hyundai Hyundai KiaKia Automotive Group,

Automotive Group, Hyundai Hyundai Department Department Store Store Group,Group, Hyundai Hyundai Heavy Heavy Industries Industries Group,Group, and

and Hyundai Development Hyundai Development Group. However, all of the named companies are run by Chung'sGroup. However, all of the named companies are run by Chung's sons or their heirs.

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CHAPTER - 2

INTRODUCTION TO

THE PROBLEM

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INTRODUC

INTRODUCTION TO THE

TION TO THE TOPIC

TOPIC

T

Today’s society is warm with urbanization and demonstration effect. With a view towards it,oday’s society is warm with urbanization and demonstration effect. With a view towards it, there are drastic changes coming up in all sectors even in the automobile Industries. The there are drastic changes coming up in all sectors even in the automobile Industries. The following information gives an insight about it.

following information gives an insight about it.

In the present context the compan

In the present context the companies operate on the principle of nies operate on the principle of natural selectionatural selection – –

“Survival of The Fittest”. Only those companies will succeed which at best match to the current “Survival of The Fittest”. Only those companies will succeed which at best match to the current environmental imperatives

environmental imperatives – – those who can deliver what people are ready to buy, according to those who can deliver what people are ready to buy, according to their convenience.

their convenience.

But real marketing does not involve the art of selling what the manufacturers make. But real marketing does not involve the art of selling what the manufacturers make. Organizations gain market leadership by understanding consumer needs and finding solutions Organizations gain market leadership by understanding consumer needs and finding solutions that delight consumers. If customer value and satisfaction are absent, no amount of promotion or that delight consumers. If customer value and satisfaction are absent, no amount of promotion or selling can be compensating. Hence the aim of marketing is to build and manage.

selling can be compensating. Hence the aim of marketing is to build and manage.

There are four major, powerful themes that go to the heart of modern marketing theory There are four major, powerful themes that go to the heart of modern marketing theory and practice, they are:

and practice, they are:

1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. 1. BUILDING AND MANAGING PORFITABLE CUSTOMER RELATIONSHIPS. 2. BUILDING AND MANAGING STRONG BRANDS.

2. BUILDING AND MANAGING STRONG BRANDS.

3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. 3. HARNESSING NEW MARKETING TECHNOLOGIES IN THIS DIGITAL AGE. 4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE 4. MARKETING IN A SOCIALLY RESPONSIBLE WAY AROUND THE GLOBE..

What marketing is what it does and what it offers? What marketing is what it does and what it offers?

“Marketing is a social and managerial process whereby individual and groups obtain what they “Marketing is a social and managerial process whereby individual and groups obtain what they need and want through creating and exchanging products and value with others.”

need and want through creating and exchanging products and value with others.” “Marketing management is the process of planning and executing the conceptio

“Marketing management is the process of planning and executing the conception, pricing,n, pricing, promotion

promotion and and distribution distribution of of ideas, ideas, goods goods and and services services to to create create exchanges exchanges that that satisfysatisfy individual and organizational goals.”

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understand its dynamics. The marketer uses research methodologies to identify opportunities, understand its dynamics. The marketer uses research methodologies to identify opportunities, that is, to find individuals all groups of people with unmet needs or latent interest in some that is, to find individuals all groups of people with unmet needs or latent interest in some products or service.

products or service.

The marketing process consists of the following: The marketing process consists of the following: 1. Analyzing marketing opportunities.

1. Analyzing marketing opportunities. 2. Developing marketing strategies. 2. Developing marketing strategies. 3. Planning marketing programs 3. Planning marketing programs 4. Managing the marketing efforts. 4. Managing the marketing efforts.

Before taking any decision and achieving the goals, it has to make analysis of what to do, how to Before taking any decision and achieving the goals, it has to make analysis of what to do, how to do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals do, when to do, where to do and who is to do it. This is nothing but strategic planning. Goals indicate what a business unit wants to achieve

indicate what a business unit wants to achieve whereas strategy is how to get there.whereas strategy is how to get there.

Marketing strategies in simple terms are the complete and unbeatable plans designed specifically Marketing strategies in simple terms are the complete and unbeatable plans designed specifically for attaining the marketing objectives of the firm. Marketing can be called as a game plan for for attaining the marketing objectives of the firm. Marketing can be called as a game plan for achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the achieving its goals. Strategy choice will depend on whether the firm or the marketer plays the following roles:

following roles:



 Market leaderMarket leader

  A challengerA challenger   A followerA follower   A nicheA niche

The identification of objectives, both in quan

The identification of objectives, both in quantitative and qualitative terms, is an essentialtitative and qualitative terms, is an essential

backdrop to strategy formulation. Goals have a quality and time frame attached to them. These backdrop to strategy formulation. Goals have a quality and time frame attached to them. These

are typically spelt out in terms of financial return, market share, market

are typically spelt out in terms of financial return, market share, market presence, etc. Thus, thepresence, etc. Thus, the concept of market oriented strategic planning arises

concept of market oriented strategic planning arises with the link between the products thewith the link between the products the manufacturer is dealing in and the

manufacturer is dealing in and the market conditions. In this direction, our study deals only withmarket conditions. In this direction, our study deals only with the marketing strategies i.e. promotional strategies of the Ford automotives.

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OBJECTIVE OF THE STUDY

A market analysis of the HYUNDAI car with the respect to its COMPETETOR like MARUTI A market analysis of the HYUNDAI car with the respect to its COMPETETOR like MARUTI SUZUKI, TATA etc.

SUZUKI, TATA etc.

Sub-objectives: Sub-objectives:



 To identify the critical factors, considered by the prospective customers whileTo identify the critical factors, considered by the prospective customers while purchasing the Hyundai car.

purchasing the Hyundai car.



 To identify the perception of the To identify the perception of the existing users of the Hyundai motors.existing users of the Hyundai motors.



 To find the market share (distribution) of the Hyundai motors.To find the market share (distribution) of the Hyundai motors.



 To find the market analysis trough SWOT ANALYSIS, PRODUCT SPECIFICATIONTo find the market analysis trough SWOT ANALYSIS, PRODUCT SPECIFICATION AND MARKET SEGMENTATION.

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PURPOSE FOR THE STUDY



 To know the all market competitor of the product.To know the all market competitor of the product. 

 To understand the all features of product, which To understand the all features of product, which I should be promote.I should be promote. 

 To study history growth and development of HTo study history growth and development of HYUNDAI MOTOR in Hyderabad.YUNDAI MOTOR in Hyderabad. 

 To provide important lead on customer convTo provide important lead on customer convenience front to HYUNDAI MOTOR, whichenience front to HYUNDAI MOTOR, which

would be helpful in making increase the sell? would be helpful in making increase the sell?

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SCOPE OF THE STUDY



 The study is conducted for developing the mutual relationship with all private andThe study is conducted for developing the mutual relationship with all private and nationalized banks.

nationalized banks.



 The study covers the customer’s perceptionsThe study covers the customer’s perceptions and their most used product.and their most used product. 

 The study covers the customer’s perception for auto finance.The study covers the customer’s perception for auto finance. 

 The study covers the bankers perception, which automotive company they areThe study covers the bankers perception, which automotive company they are

sanctioning more. sanctioning more.



 The study was conducted to approach the customer those who are approaching for carThe study was conducted to approach the customer those who are approaching for car

loan. loan.

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CHAPTER

CHAPTER –

– 3

3 PROFILE OF THE

PROFILE OF THE

COMPANY

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HYUNDA

HYUNDAI MOTORS:

I MOTORS: COMPANY PROFILE

COMPANY PROFILE

Hyundai Motor Company has a presence in 168 nations. Hyundai Motor India Limited (HMIL) Hyundai Motor Company has a presence in 168 nations. Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the second largest is a wholly owned subsidiary of Hyundai Motor Company, S. Korea and is the second largest and the fastest growing car manufacturer in

and the fastest growing car manufacturer in India.India.

The Korean company set up its subsidiary in India in 1996. HMIL’s fully integ

The Korean company set up its subsidiary in India in 1996. HMIL’s fully integrated state-of-the-rated state-of-the-art manufacturing plant near Chennai boasts some of the most advanced production, quality and art manufacturing plant near Chennai boasts some of the most advanced production, quality and testing capabilities in the country. The company is investing an additional US$ 220 Mn to testing capabilities in the country. The company is investing an additional US$ 220 Mn to expand capacity at this plant to 250,000 units a year

expand capacity at this plant to 250,000 units a year in line with its recent designation as HMC’sin line with its recent designation as HMC’s global export hub for small cars and to cater to its upcoming product launches India.

global export hub for small cars and to cater to its upcoming product launches India.

HMIL presently markets over 18 variants of passenger cars across four models, the Santro in the HMIL presently markets over 18 variants of passenger cars across four models, the Santro in the B segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the B segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the SUV segment. The company recorded combined sales of 150,741 units during calendar year SUV segment. The company recorded combined sales of 150,741 units during calendar year 2003 with both Accent & Santro emerging leaders in their respective segments.

2003 with both Accent & Santro emerging leaders in their respective segments. The company’sThe company’s newest launch in India is the Accent Getz in B segment

newest launch in India is the Accent Getz in B segment

HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable HMIL was recently awarded the benchmark ISO 14001 certification for its sustainable environment management practices.

environment management practices.

Hyundai Motors is planning to shift certain research and development (R&D) facilities from Hyundai Motors is planning to shift certain research and development (R&D) facilities from Korea and while basic R& D functions will remain in Korea, India will become the R&D hub in Korea and while basic R& D functions will remain in Korea, India will become the R&D hub in specific areas such as engine, body design or transmission, taking advantage of the available specific areas such as engine, body design or transmission, taking advantage of the available technology skill in India.

technology skill in India.

HMIL has sold over 500,000 cars in a record time of just over 5 years since commencement of HMIL has sold over 500,000 cars in a record time of just over 5 years since commencement of

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Between 2003 and 2006 the company will invest $300 million in its Indian operations. It will Between 2003 and 2006 the company will invest $300 million in its Indian operations. It will increase the assembly line as well as the capacity from the present level of 1.2 lakh to 1.5 lakh increase the assembly line as well as the capacity from the present level of 1.2 lakh to 1.5 lakh units in the next fiscal and to 2 lakh units between mid-2003 and 2006. Hyundai is looking at units in the next fiscal and to 2 lakh units between mid-2003 and 2006. Hyundai is looking at exports of 40,000 units, mostly to Europe,

exports of 40,000 units, mostly to Europe, from India.from India.

The planned capital infusion will also be used to expand capacities and fund product launch, the The planned capital infusion will also be used to expand capacities and fund product launch, the multi-purpose vehicle Carens. The Carens is expected to be introduced with a price tag of about multi-purpose vehicle Carens. The Carens is expected to be introduced with a price tag of about Rs 10 lakh. The firm is also exploring the feasibility of rolling out another sports utility vehicle Rs 10 lakh. The firm is also exploring the feasibility of rolling out another sports utility vehicle Santa-Fe.

Santa-Fe.

The company is likely to emerge

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Hyundai In India

Hyundai Motor India Limited

Hyundai Motor India Limited is currently the second largest carmaker after is currently the second largest carmaker after Maruti Suzuki Maruti Suzuki andand largest auto exporter in India. It is making India the

largest auto exporter in India. It is making India the global manufacturing base for small cars.global manufacturing base for small cars. Hyundai sells several models in India, the most popular being the

Hyundai sells several models in India, the most popular being the Santro Xing, Santro Xing, i10 i10 and theand the i20. i20. Other models include

Other models include Getz Prime, Getz Prime, Accent, Accent, Terracan, Terracan, second generation second generation Verna, Verna, Tucson, Tucson, Santa Fe Santa Fe and the

and the Sonata Transform. Sonata Transform. Hyundai has two manufacturing plants in Hyundai has two manufacturing plants in India located atIndia located at Sriperumbudur in the Indian state of

Sriperumbudur in the Indian state of Tamil Nadu. Tamil Nadu. Both plants have a combined annual capacity Both plants have a combined annual capacity of 600,000 units.In the year 2007

of 600,000 units.In the year 2007 Hyundai opened its R&D facility in HHyundai opened its R&D facility in Hyderabad Andhrayderabad Andhra pradesh, employing now nearly 450 engineers from different parts of the country.Basically the pradesh, employing now nearly 450 engineers from different parts of the country.Basically the

Hyundai Motor India Engineering (HMIE) gives technical & en

Hyundai Motor India Engineering (HMIE) gives technical & engineering support in Vehiclegineering support in Vehicle development and CAD & CAE

development and CAD & CAE support to Hyundai's main R&D center in support to Hyundai's main R&D center in Namyang Korea. InNamyang Korea. In 2010, Hyundai started its design activities at Hyderabad R

2010, Hyundai started its design activities at Hyderabad R&D Center with Styling, Digital&D Center with Styling, Digital Design & Skin CAD Teams.

Design & Skin CAD Teams.

South Korean car maker H

South Korean car maker Hyundai, which as per reports is also world’s fastest growing automakeryundai, which as per reports is also world’s fastest growing automaker and fourth largest car manufacturer across the globe, has launched a new car, Hyundai EON in and fourth largest car manufacturer across the globe, has launched a new car, Hyundai EON in October in India

October in India..[45][45] Eon is an entry-level car but aEon is an entry-level car but at the same time it is very spacious with a t the same time it is very spacious with a largelarge boot. The car has 814 cc engine, promising to deliver the mileage of over 20 km per litre. The boot. The car has 814 cc engine, promising to deliver the mileage of over 20 km per litre. The

new Hyundai’s small car is sure to stir competition in the

new Hyundai’s small car is sure to stir competition in the under Rs 3 lakh price range. under Rs 3 lakh price range. HyundaiHyundai EON price has kept its price around Rs 2.5 lakh.

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SALES OF HYUNDAI MOTORS LTD. IN I

SALES OF HYUNDAI MOTORS LTD. IN INDIA

NDIA

In year 2010 HMIL grew b

In year 2010 HMIL grew by 7.8% cumulatively registering total sales of 6,03,819 units as againsty 7.8% cumulatively registering total sales of 6,03,819 units as against 5,59,880 units of 2009

5,59,880 units of 2009 with domestic sales surging by 23.1% over 2009. with domestic sales surging by 23.1% over 2009. Domestic sales accountedDomestic sales accounted for 3,56,717 units in 2010 as against 2,89,863 in the year 2009. Overseas sales accounted for

for 3,56,717 units in 2010 as against 2,89,863 in the year 2009. Overseas sales accounted for 2,47,102 units as against 2,70,017 units in 2009 which reflects a decline of 8.5% for the calendar 2,47,102 units as against 2,70,017 units in 2009 which reflects a decline of 8.5% for the calendar year 2010.

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PRODUCT CATEGORY AND ITS DIMENSION

1) SMALL SEGMENT CARS:

HYUNDAI - SANTRO XING

LENGTH

3565mm

LENGTH

3565mm

BREATH

1525mm

BREATH

1525mm

HEIGHT

1590mm

HEIGHT

1590mm

WHEEL

WHEEL BASE

BASE

2380mm

CURB

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HYUNDAI

HYUNDAI –

– i10

i10

LENGTH

3565mm

LENGTH

3565mm

BREATH

1595mm

BREATH

1595mm

HEIGHT

1550mm

HEIGHT

1550mm

WHEEL

WHEEL BASE

BASE

2380mm

CURB

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HYUNDAI - Eon

LENGTH

3495mm

LENGTH

3495mm

BREATH

1595mm

BREATH

1595mm

HEIGHT

1550mm

HEIGHT

1550mm

WHEEL

WHEEL BASE

BASE

2380mm

CURB

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2) LARGE SEGMENT CARS (SUV’s)

2) LARGE SEGMENT CARS (SUV’s)::

HYUNDAI

HYUNDAI –

– SANTA FE

SANTA FE

LENGTH

4676mm

LENGTH

4676mm

BREATH

1615mm

BREATH

1615mm

HEIGHT

1725mm

HEIGHT

1725mm

WHEEL

WHEEL BASE

BASE

2700mm

CURB

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HYUNDAI

HYUNDAI –

– TUCSON

TUCSON

LENGTH

4400mm

LENGTH

4400mm

BREATH

1820mm

BREATH

1820mm

HEIGHT

1685mm

HEIGHT

1685mm

WHEEL

WHEEL BASE

BASE

2640mm

CURB

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SWOT ANALYSIS

A scan of the internal and

A scan of the internal and external environment is an important part of the strategic planningexternal environment is an important part of the strategic planning process. Environmental factors internal to the firm usually

process. Environmental factors internal to the firm usually can be classified as strengths (S) orcan be classified as strengths (S) or weaknesses (W), and those external to the

weaknesses (W), and those external to the firm can be classified as opportunities (O) or threatsfirm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment

(T). Such an analysis of the strategic environment is referred to as ais referred to as aSWOT analysis.SWOT analysis.

The SWOT analysis provides information that is helpful in matching the

The SWOT analysis provides information that is helpful in matching the firm’s resources andfirm’s resources and capabilities to the competitive environment in which

capabilities to the competitive environment in which it operates. AS such, it is instrumental init operates. AS such, it is instrumental in strategy formulation and selection. The following diagram shows how a

strategy formulation and selection. The following diagram shows how a SWOT analysis fits intoSWOT analysis fits into an environmental scan:

an environmental scan:

SWOT Analysis Framework SWOT Analysis Framework Environmental Scan

Environmental Scan

// \\

Internal

Internal Analysis Analysis External External AnalysisAnalysis /

/ \ \ / / \\

Strengths

Strengths Weaknesses Weaknesses Opportunities Opportunities ThreatThreat !!

SWOT Matrix SWOT Matrix

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STRENGTHS:

A firm’s strengths are its resources and capabilities that can be used

A firm’s strengths are its resources and capabilities that can be used as a basis for developing aas a basis for developing a competitive advantage Examples of such

competitive advantage Examples of such strengths of HYUNDAI:strengths of HYUNDAI:



 Hyundai have a good reputation among customers.Hyundai have a good reputation among customers.



 Well established co. since 1993Well established co. since 1993



 Trusted brand in INDIA.Trusted brand in INDIA.



 Strong distribution network all over India.Strong distribution network all over India.



 It has the maximum number of service station all ovIt has the maximum number of service station all over.er.



 Exclusive access to high grade natural resources.Exclusive access to high grade natural resources.

WEAKNESSES:

The absence of certain strengths may be viewed as a weakness. For example, each of the following The absence of certain strengths may be viewed as a weakness. For example, each of the following may be considered weaknesses;

may be considered weaknesses;



 Lack of patent protection.Lack of patent protection.



 The company has low brand recognition in A segment and passenger car.The company has low brand recognition in A segment and passenger car.



 High cost structure.High cost structure.



 Lack of access to the best Lack of access to the best natural resources.natural resources.



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competitors do not share, it also may be

competitors do not share, it also may be a considered a weakness if the larga considered a weakness if the large investment ine investment in manufacturing capacity prevents the firm from reacting quickly to c

manufacturing capacity prevents the firm from reacting quickly to changes in the strategichanges in the strategic environment.

environment.

Opportunities

The external environmental analysis may reveal c

The external environmental analysis may reveal certain new opportunities for profit and growth.ertain new opportunities for profit and growth. Some examples of such

Some examples of such Opportunities include; Opportunities include;



 An unfulfilled customer need.An unfulfilled customer need.



 Arrival of new technologies.Arrival of new technologies.



 Loosening of regulations.Loosening of regulations.



 Removal of international trade barriers.Removal of international trade barriers.

Threats:

Changes in the external environmental also

Changes in the external environmental also may present threats to the firm. Some exmay present threats to the firm. Some examples ofamples of such threats include;

such threats include;



 Shifts in consumer tastes away from the firms products.Shifts in consumer tastes away from the firms products.



 Emergence of substitute products.Emergence of substitute products.



 New regulations. New regulations.



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The SWOT Matrix

A firm should not necessarily pursue the more lucrative op

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have aportunities. Rather, it may have a better chance at developing a competitive advantage by identifying a fit between the firm’s better chance at developing a competitive advantage by identifying a fit between the firm’s

strengths and upcoming opportunities. In some cases , the

strengths and upcoming opportunities. In some cases , the firm can overcome a weakness infirm can overcome a weakness in order to prepare itself to pursue a compelling opp

order to prepare itself to pursue a compelling opportunity.ortunity.

To develop strategies that take into

To develop strategies that take into account the SWOT profile, a matrix of these account the SWOT profile, a matrix of these factors can befactors can be constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below;

constructed. The SWOT matrix (also known as a TOWS Matrix) is shown below;

SWOT / TOWS Matrix



 S-O strategies pursue opportunities that are a good fit to S-O strategies pursue opportunities that are a good fit to the company s strengths.the company s strengths.



 W-O strategies overcome weaknesses to pursue opportunities.W-O strategies overcome weaknesses to pursue opportunities.



 S-T S-T strategies identify strategies identify ways that the ways that the firm can use firm can use its strengtits strengths to reduce itshs to reduce its vulnerability to external threats.

vulnerability to external threats.



 W-T strategies establish a defensiveW-T strategies establish a defensive plan to prevent the firm’s weaknesses from making plan to prevent the firm’s weaknesses from making it highly susceptible to external threats

it highly susceptible to external threats

Strengths

Weaknesses

Strengths

Weaknesses

Opportunities

S-O

S-O strategies

strategies

W-O

W-O strategies

strategies

Threats

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MARKET STRATEGY IMPLEMENTATON

1)

Product development with vendors

::

In case product development part a team ofIn case product development part a team of engineers would be talking to its major vendors fo

engineers would be talking to its major vendors for reducing the cost of equipments suppliedr reducing the cost of equipments supplied by them. These vendors are the major suppliers of Hyundai

by them. These vendors are the major suppliers of Hyundai components such as Deepcomponents such as Deep Hyundai, Hans and Himgiri etc

Hyundai, Hans and Himgiri etc ..

2)

Advertising:

The advertising may involve The advertising may involve the process of advertisements on the process of advertisements on Television,Television, Radio, Newspaper, Auto Magazines and events like Auto Expo

Radio, Newspaper, Auto Magazines and events like Auto Expo

a)

a) T.V. Advertising ;T.V. Advertising ; T.V. advertising may involve the advertisement at pT.V. advertising may involve the advertisement at peck hours ofeck hours of television viewing or during the cricket match time in

television viewing or during the cricket match time in the slog over which in turn the slog over which in turn maymay lead to maximize exposure and thus max

lead to maximize exposure and thus maximum impact on final buyers.imum impact on final buyers.

b)

b) Advertising in news paper (twice in weak Advertising in news paper (twice in weak );); The concept of advertising on newspaperThe concept of advertising on newspaper may increase the sale since the newspaper

may increase the sale since the newspaper would be able to exwould be able to explain the characteristicsplain the characteristics and features of cars, because it is an

and features of cars, because it is an easy way to reaching the decision easy way to reaching the decision makers and thus inmakers and thus in turn may directly influence their decision.

turn may directly influence their decision.

c)

c) Advertising on Radio;Advertising on Radio; with FM catching more and more popularity amongst people with FM catching more and more popularity amongst people especially people love to listen to FM while

especially people love to listen to FM while driving. Thus this could be another mean driving. Thus this could be another mean ofof influencing the prospects for services like True Value at the

influencing the prospects for services like True Value at the time of 1hour in the morningtime of 1hour in the morning and 1 hour in the evenin

and 1 hour in the evening when the people g when the people are actually traveling towards their office orare actually traveling towards their office or coming come back.

coming come back.

d)

d) Auto Magazines (monthly) and Auto expo (yearly);Auto Magazines (monthly) and Auto expo (yearly); The Company would advertise on The Company would advertise on auto magazine like Auto cars, Motoring etc

auto magazine like Auto cars, Motoring etc where entire information on product andwhere entire information on product and newer features would be explained. The cover page or back page advertisement would be newer features would be explained. The cover page or back page advertisement would be used for PRODUCT COMMUNICATION

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3

Celebrity Endorsement

;;

This entirely depends on the companThis entirely depends on the company’s policy whether theyy’s policy whether they would like to spend a fixed amount (which may depending upon the

would like to spend a fixed amount (which may depending upon the

personality). The celebrity would be the Brand Ambassador for the company personality). The celebrity would be the Brand Ambassador for the company

like Actor SHAH RUKH KHAN is the Brand Ambassador for

like Actor SHAH RUKH KHAN is the Brand Ambassador for HyundaiHyundai Santro.

Santro.

4

Incentives / Penalty on meeting a sales

Incentives / Penalty on meeting a sales target

target

::

The company would work withThe company would work with dealers with the policy of carrot and stick which

dealers with the policy of carrot and stick which may involve incentives like a foreign tourmay involve incentives like a foreign tour package, gifts and monetary incentives such as increased margin for meeting a sales target or package, gifts and monetary incentives such as increased margin for meeting a sales target or

working with dealers on contractual basis rather than a

working with dealers on contractual basis rather than a permanent basis if they are not able permanent basis if they are not able toto reach sales over a period of time.

reach sales over a period of time.

5

5 Financing through various Banks

Financing through various Banks

::

currently Hyundai has its tie up with SBIcurrently Hyundai has its tie up with SBI financing and the process is limited to getting the

financing and the process is limited to getting the car financed through 9000 car financed through 9000 branches which thebranches which the firm would go out to increase along with th

firm would go out to increase along with the financing tie ups with other bae financing tie ups with other banks in a waynks in a way increasing

increasing the the reach reach and and more more customers.customers.

For rural market a finance scheme for farmers wou

For rural market a finance scheme for farmers would provide for installments to coincide withld provide for installments to coincide with the times when his crop is sold in

the times when his crop is sold in the market .i.e. CROP CYCLE (paid evthe market .i.e. CROP CYCLE (paid every six months after theery six months after the rabi and kharif harvests).

rabi and kharif harvests).

6

6 Assemble line

Assemble line modification

modificationss

: Since in A1 and : Since in A1 and A2 segments there is need ofA2 segments there is need of change in the design and specification this would involve change in assembly line. change in the design and specification this would involve change in assembly line.

7 7 Vehicle for corporate

Vehicle for corporate

::

Their N2N feet management system would be Their N2N feet management system would be used for this purposeused for this purpose in which their main purpose would be to finance the vehicles for corporate.

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Achieveme

Achievements of

nts of Hyundai Motors India Ltd :

Hyundai Motors India Ltd :



Hyundai Santro Crosses the Million Mark

;;

HMIL achieved yet another mile stone by HMIL achieved yet another mile stone by selling more than 1 million Santro in the

selling more than 1 million Santro in the domestic and Export market since its introduction in 19domestic and Export market since its introduction in 1998.98. Santro is India s first high Technology compact car. Commenting on the achievement, H.S. Lheem, Santro is India s first high Technology compact car. Commenting on the achievement, H.S. Lheem, MD, HMIL, said,” This new record of selling 1

MD, HMIL, said,” This new record of selling 1 million Santro exemplifies the unmatched equity ofmillion Santro exemplifies the unmatched equity of the Santro brand across the world. S

the Santro brand across the world. Santro offers refined ride, impressive fuel economy andantro offers refined ride, impressive fuel economy and comfortable interiors.

comfortable interiors.



Hyundai’s 2nd all India free car

Hyundai’s 2nd all India free car car

care clinic

e clinic

;;

HMIL, recently Conducted its secondHMIL, recently Conducted its second nationwide free car care clinic campaign from Jan29

nationwide free car care clinic campaign from Jan29th- Feb 11th- Feb 11thth 07 at over 310 Hyundai dealer 07 at over 310 Hyundai dealer workshops across the country. The clinic was con

workshops across the country. The clinic was conducted to facilitate Hyundai car better and ducted to facilitate Hyundai car better and at aat a reasonable cost. The Free Car Care Clinic

reasonable cost. The Free Car Care Clinic offered a comprehensive 80-point thorough exoffered a comprehensive 80-point thorough examination ofamination of the engine compartment, under body, AC, body, interior and exterior etc. Customers also availed free the engine compartment, under body, AC, body, interior and exterior etc. Customers also availed free car wash and attractive discounts ranging between 5to20 percent with a special discount on the

car wash and attractive discounts ranging between 5to20 percent with a special discount on the Emblem. Special discounts were offered on service merchandising like

Emblem. Special discounts were offered on service merchandising like engine flush, anti- rust coating,engine flush, anti- rust coating, engine de-carbonization and car polish.

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CHAPTER-4

REVIEW OF

LITERATURE

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AN OVERVIEW: AUTOMOBILE INDUSTRY IN INDIA

The automobile industry is one of the largest in terms of employment and value addition. As a The automobile industry is one of the largest in terms of employment and value addition. As a leader in product and process technologies for the manufacturing sector, it has been accepted as leader in product and process technologies for the manufacturing sector, it has been accepted as one of the important drivers of economic

one of the important drivers of economic growth.growth.

Global trends indicated that the auto market has moved from the growth and development phase Global trends indicated that the auto market has moved from the growth and development phase to the consolidation phase. The Japanese automobile majors, besides technological innovations, to the consolidation phase. The Japanese automobile majors, besides technological innovations, implemented some modern management philosophies, which were gradually adopted by the implemented some modern management philosophies, which were gradually adopted by the automobile industry of the United States and other European countries. Currently, almost fifty automobile industry of the United States and other European countries. Currently, almost fifty percent

percent of of the the global global passenger passenger car car production production comes comes from from three three countries, countries, viz., viz., the the US US (20%),(20%), Japan (19%) and Germany (12%). In the commercial vehicle category, the share of the US is 46 Japan (19%) and Germany (12%). In the commercial vehicle category, the share of the US is 46 per

per cent cent followed followed by by Japan Japan (11%) and (11%) and China China (9%). (9%). In both In both these catthese categories of egories of vehicles, vehicles, India’sIndia’s share in the total world production is 1

share in the total world production is 1 per cent.per cent.

The first motorcar on the streets of India was seen in 1898. Then for the next fifty years, cars The first motorcar on the streets of India was seen in 1898. Then for the next fifty years, cars were imported to satisfy domestic demand. Between 1910 and 20's the automobile industry made were imported to satisfy domestic demand. Between 1910 and 20's the automobile industry made a humble beginning by setting up assembly plants in Mumbai, Calcutta and Chennai. The a humble beginning by setting up assembly plants in Mumbai, Calcutta and Chennai. The import/assembly of vehicles grew consistently after the 1920's, crossing the 30,000 mark in import/assembly of vehicles grew consistently after the 1920's, crossing the 30,000 mark in 1930. In 1946, Premier Automobile Ltd (PAL) earned the distinction of manufacturing the first 1930. In 1946, Premier Automobile Ltd (PAL) earned the distinction of manufacturing the first car in the country b

car in the country by assembling 'Dodge Desoto' and 'Plymouth' cars at its Kurla py assembling 'Dodge Desoto' and 'Plymouth' cars at its Kurla plant. Hindustanlant. Hindustan Motors (HM), which started as a manufacturer of auto components graduated to manufacture Motors (HM), which started as a manufacturer of auto components graduated to manufacture cars in 1949.

cars in 1949.

Ambassador Car from Hindustan Motors and the Fiat from Premier Auto Ltd. ruled Indian roads Ambassador Car from Hindustan Motors and the Fiat from Premier Auto Ltd. ruled Indian roads for many of the initial years

for many of the initial years

In 1952 the GOI asked assembly plants, which did not have plans to set up manufacturing In 1952 the GOI asked assembly plants, which did not have plans to set up manufacturing facilities, to shut operations. As a result General Motors, Ford and other assemblers closed facilities, to shut operations. As a result General Motors, Ford and other assemblers closed operations in the country. The year was 1954 and this decision of the government marked a operations in the country. The year was 1954 and this decision of the government marked a turning point in the history of the Indian car industry. The GOI also had a say in what type of turning point in the history of the Indian car industry. The GOI also had a say in what type of

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though they had plans of a full-fledged manufacturing program. The restrictive set of policies though they had plans of a full-fledged manufacturing program. The restrictive set of policies was chiefly aimed at building an indigenous auto industry. However, the restrictions on foreign was chiefly aimed at building an indigenous auto industry. However, the restrictions on foreign collaborations led to limitations on import of technology through technical agreements. In the collaborations led to limitations on import of technology through technical agreements. In the absence of adequate technology and purchasing power, the car industry grew at a snail's pace in absence of adequate technology and purchasing power, the car industry grew at a snail's pace in the 60’s.

the 60’s. The demand for cars in 1960 was to the tune of 15,714. In the next two decades the The demand for cars in 1960 was to the tune of 15,714. In the next two decades the number increased to 30,989 i.e. a CAGR of only 3.5 per cent.

number increased to 30,989 i.e. a CAGR of only 3.5 per cent.

In the early 80's, The GOI entered the car business, with a 74% Stake in Maruti Udyog Ltd In the early 80's, The GOI entered the car business, with a 74% Stake in Maruti Udyog Ltd (MUL), the joint venture with Suzuki Motors Ltd of Japan. The very face of the industry was (MUL), the joint venture with Suzuki Motors Ltd of Japan. The very face of the industry was changed for ever in 1983 with the entry of public sector Maruti Udyog in a joint venture with the changed for ever in 1983 with the entry of public sector Maruti Udyog in a joint venture with the Suzuki Corporation of Japan. Car sales grew by 42 per cent in 1985 after Maruti 800 was Suzuki Corporation of Japan. Car sales grew by 42 per cent in 1985 after Maruti 800 was launched. Thanks to MUL car sales registered a CAGR of 18.6 per cent i.e. from 1981 to 1990. launched. Thanks to MUL car sales registered a CAGR of 18.6 per cent i.e. from 1981 to 1990.

In 1985, the GOI announced its famous broad banding policy which gave new licenses to broad In 1985, the GOI announced its famous broad banding policy which gave new licenses to broad groups of automotive products like two and four-wheeled vehicles. Though a liberal move, the groups of automotive products like two and four-wheeled vehicles. Though a liberal move, the licensing system was still very much intact. MUL introduced 'Maruti 800' in 1983 providing a licensing system was still very much intact. MUL introduced 'Maruti 800' in 1983 providing a complete facelift to the Indian car industry. The car was launched as a "peoples car" with a price complete facelift to the Indian car industry. The car was launched as a "peoples car" with a price tag of Rs40, 000. This changed the industry's profile dramatically. Maruti 800 was well accepted tag of Rs40, 000. This changed the industry's profile dramatically. Maruti 800 was well accepted by

by middle-income middle-income families families in in the the country country and and its its sales sales increased increased from from 1,200 1,200 units units in in FY84 FY84 toto more than 200,000 units in FY99. However in FY2000, this figure came down to 189,184 units, more than 200,000 units in FY99. However in FY2000, this figure came down to 189,184 units, due to rising competition from Hyundai's 'Santro', Telco's

due to rising competition from Hyundai's 'Santro', Telco's Indica and Daewoo's 'Matiz'.Indica and Daewoo's 'Matiz'.

MUL extended its product range to include vans, multi-utility vehicles (MUVs) and mid-sized MUL extended its product range to include vans, multi-utility vehicles (MUVs) and mid-sized cars. The company has single handedly driven the sales of cars in the country from 45,000 in cars. The company has single handedly driven the sales of cars in the country from 45,000 in FY84 to 409,951 cars by FY2000, cornering around 79.6% market share. With increasing FY84 to 409,951 cars by FY2000, cornering around 79.6% market share. With increasing competition from new entrants, this market share has plummeted to

competition from new entrants, this market share has plummeted to almost 62% in FY2000.almost 62% in FY2000.

A brief 3-year downturn till 1993 and car sales bounced back to register a 17 per cent growth rate A brief 3-year downturn till 1993 and car sales bounced back to register a 17 per cent growth rate in 1997.Since then, the economy slumped into recession and sales of cars remained quite in 1997.Since then, the economy slumped into recession and sales of cars remained quite stagnant FY97 and FY99. The Financial year 2000 has, however, been the turnaround year for stagnant FY97 and FY99. The Financial year 2000 has, however, been the turnaround year for the Auto industry with the economy looking up. The industry achieved volume sales of 638,815 the Auto industry with the economy looking up. The industry achieved volume sales of 638,815

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industry undergoing this complete transformation.) Overwhelmed by newer models from new industry undergoing this complete transformation.) Overwhelmed by newer models from new and existing players had to an impressive shift from a constrained supply situation to a surplus and existing players had to an impressive shift from a constrained supply situation to a surplus one. Within the past decade, about 30 models have entered the Indian market with a number of one. Within the past decade, about 30 models have entered the Indian market with a number of models still awaiting launch. The de-licensing of auto industry in 1993 opened the gates to a models still awaiting launch. The de-licensing of auto industry in 1993 opened the gates to a virtual flood of international automakers into the country with an idea to tap the large population virtual flood of international automakers into the country with an idea to tap the large population base of 950mn people. Also

base of 950mn people. Also the lifting of quantitative restrictions on imports by the recent policythe lifting of quantitative restrictions on imports by the recent policy is expected to add up

is expected to add up to the flurry of foreign cars in to the to the flurry of foreign cars in to the country.country.

Many companies have entered the car manufacturing sector, to tap the middle and premium end Many companies have entered the car manufacturing sector, to tap the middle and premium end of car industry. The new entrants are Daewoo (Matiz), Telco (Indica) and Hyundai (Santro) in of car industry. The new entrants are Daewoo (Matiz), Telco (Indica) and Hyundai (Santro) in upper end of economy car market. GM, Ford, Peugeot, Mitsubishi, Honda and Fiat have entered upper end of economy car market. GM, Ford, Peugeot, Mitsubishi, Honda and Fiat have entered the mid-sized car segment and Mercedes-Benz is in the premium end of market. Car the mid-sized car segment and Mercedes-Benz is in the premium end of market. Car manufacturers like Malaysia based Proton are also in line

manufacturers like Malaysia based Proton are also in line to hit the Indian ramp.to hit the Indian ramp.

The Indian passenger car industry is relatively recent in origins. Except the ubiquitous The Indian passenger car industry is relatively recent in origins. Except the ubiquitous Ambassador and the Premier Pad minis there was not much moving around with an Indian tag. Ambassador and the Premier Pad minis there was not much moving around with an Indian tag. The restrictive policies of the Indian government did not allow foreign players to set shop in The restrictive policies of the Indian government did not allow foreign players to set shop in India and in the absence of adequate technology and purchasing power it resulted in the slow India and in the absence of adequate technology and purchasing power it resulted in the slow growth of the industry even after a long time since independence. The demand for cars increased growth of the industry even after a long time since independence. The demand for cars increased from 15,714 in FY60 to 30,989 in FY80 at a CAGR of only 3.5%. The entry of Maruti Udyog from 15,714 in FY60 to 30,989 in FY80 at a CAGR of only 3.5%. The entry of Maruti Udyog Ltd, a GoI JV with Suzuki of Japan, in 1983 with a so-called "peoples" car and a more favorable Ltd, a GoI JV with Suzuki of Japan, in 1983 with a so-called "peoples" car and a more favorable policy framework resulted in a CAGR of 18.6% in car sales from FY81-FY90.

policy framework resulted in a CAGR of 18.6% in car sales from FY81-FY90.

After witnessing a downturn from FY90 to FY93, car sales bounced back to register 17% growth After witnessing a downturn from FY90 to FY93, car sales bounced back to register 17% growth rate till FY97. Since then, the economy slumped into recession and this affected the growth of rate till FY97. Since then, the economy slumped into recession and this affected the growth of the

the automobile industry automobile industry as a whole. as a whole. As a As a result car result car sales remained sales remained almost stagnant almost stagnant in the periodin the period between FY97

between FY97 and FY99. and FY99. However, with the However, with the revival in the revival in the economy, FY2000 economy, FY2000 turned out to turned out to be abe a significant year

significant year for the for the industry in which industry in which it recorded volume it recorded volume sales of sales of 638,815 units as a638,815 units as againstgainst 409,951 units in the previous year. Thus, the CAGR for the period FY96 - FY2000 stands at 409,951 units in the previous year. Thus, the CAGR for the period FY96 - FY2000 stands at 16.6%.

16.6%.

On the basis of price, the Indian car industry can be classified into economy or the 'small' car (up On the basis of price, the Indian car industry can be classified into economy or the 'small' car (up

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(above Rs1mn). Economy segment dominates with a market share of about 80% of total car sales (above Rs1mn). Economy segment dominates with a market share of about 80% of total car sales in FY2000.

in FY2000.

Taking into consideration the rise in expendable income levels and necessity of personal Taking into consideration the rise in expendable income levels and necessity of personal transportation as a result of inefficient or deficient public transportation means, the demand for transportation as a result of inefficient or deficient public transportation means, the demand for cars is expected to increase. FY2000

cars is expected to increase. FY2000 was an indicator of the growth phwas an indicator of the growth phase to follow, registering aase to follow, registering a 20-year high growth rate of 56%. The second highest growth was recorded in 1985 at 42% when 20-year high growth rate of 56%. The second highest growth was recorded in 1985 at 42% when Maruti had entered the market. Riding on the popularity of the small car segment, coupled with Maruti had entered the market. Riding on the popularity of the small car segment, coupled with the boost in sales of the mid size segment, total sales grew by 56%. However, such high level of the boost in sales of the mid size segment, total sales grew by 56%. However, such high level of growth is highly unsustainable in the long run given the fact that there is an as yet unutilized growth is highly unsustainable in the long run given the fact that there is an as yet unutilized capacity in the industry. This would make the question of survival important and carmakers capacity in the industry. This would make the question of survival important and carmakers would have to play their cards well to remain in contention. Moreover, sales growth in FY2000 would have to play their cards well to remain in contention. Moreover, sales growth in FY2000 was calculated on a lower base of FY99.

was calculated on a lower base of FY99.

Exports are expected to increase as a result of over capacity in the domestic car industry and the Exports are expected to increase as a result of over capacity in the domestic car industry and the government's policy to bring in a more liberal regime on the foreign exchange front. The flood of government's policy to bring in a more liberal regime on the foreign exchange front. The flood of new entrants into the car industry as a result of liberalization has led to a complete new entrants into the car industry as a result of liberalization has led to a complete transformation of the sector. The car segment is flooded with new models from new and existing transformation of the sector. The car segment is flooded with new models from new and existing players, a

players, a visible shift visible shift from a from a constrained supplconstrained supply situation y situation to a to a surplus. In surplus. In the last the last decade decade or so,or so, as many as 30 models have invaded the market making it a case of embarrassment of as many as 30 models have invaded the market making it a case of embarrassment of riches. Moreover a lot many models are

riches. Moreover a lot many models are waiting to hit the ramp by the waiting to hit the ramp by the end of the year.end of the year.

The capacity of car production has increased substantially in the last three years and is expected The capacity of car production has increased substantially in the last three years and is expected to grow manifold in the coming years. The low capacity utilization will force a marketing war to grow manifold in the coming years. The low capacity utilization will force a marketing war between

between the the car car manufacturers. The manufacturers. The US$ US$ 6.8 6.8 billion billion Indian cIndian car industry ar industry has has registered a registered a CAGRCAGR of 17% between 1998-2003 and is projected by ACMA (Auto Components Manufacturers of 17% between 1998-2003 and is projected by ACMA (Auto Components Manufacturers Association of India) to grow at a 15% CAGR till fiscal 2012. The car buyer will be the major Association of India) to grow at a 15% CAGR till fiscal 2012. The car buyer will be the major beneficiary of the

beneficiary of the marketing war in the marketing war in the segment as they will segment as they will be able be able to get technologically bto get technologically betteretter products

products at at good good terms terms and and conditions. conditions. But But with with an an expected expected shake shake out, out, the the threat threat ofof discontinuation of a model is also high.

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CHAPTER 5

METHODOLOGY

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RESEARCH METHODOLOGY

MARKETING RESEARCH:

Definition of marketing research as approved as by the board of directors of the association of Definition of marketing research as approved as by the board of directors of the association of American marketing association is: “Marketing

American marketing association is: “Marketing research is the function which links the customerresearch is the function which links the customer and public to the marketer through information

and public to the marketer through information – – information used to identity and define information used to identity and define marketing opportunities and problems generate define and understanding of marketing as marketing opportunities and problems generate define and understanding of marketing as process”.

process”. Simply, Simply, marketing marketing reresearch is the systematic design collection analysis and reportingsearch is the systematic design collection analysis and reporting of data finding relevant to a specific marketing situation facing the company. Carefully planning of data finding relevant to a specific marketing situation facing the company. Carefully planning through all stages of the research is a necessity. Objectivity in research is all-important. The through all stages of the research is a necessity. Objectivity in research is all-important. The heart of scientific method is the objective gathering of the information. The function as heart of scientific method is the objective gathering of the information. The function as marketing research within the company as to provide the information and analytical necessary marketing research within the company as to provide the information and analytical necessary for effective.

for effective.



 Planning of the future marketing activity.Planning of the future marketing activity.



 Control of the marketing operation in the present.Control of the marketing operation in the present.



 Evaluation of marketing results.Evaluation of marketing results.

A research may undertake any of the three types of research investigation depending upon the A research may undertake any of the three types of research investigation depending upon the problem. These types of research included:

problem. These types of research included: 1. Basic research

1. Basic research 2. Applied research 2. Applied research

3. Designated Fact Gathering 3. Designated Fact Gathering

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APPLIED RESEARCH

::

It is attempt to apply the various marketing technique, which have been developed as research, It is attempt to apply the various marketing technique, which have been developed as research, first and later on they become applied research techniques. It is on attempt to apply the basic first and later on they become applied research techniques. It is on attempt to apply the basic principles and existing knowledge for the purpose of solving operational problems.

principles and existing knowledge for the purpose of solving operational problems.

STEPS IN MARKETING RESEARCH STEPS IN MARKETING RESEARCH::

Marketing research process can be out through following steps. Marketing research process can be out through following steps. Define the problems and research objectives

Define the problems and research objectives Develops the research plan

Develops the research plan Collect the information Collect the information Analysis and interpretation Analysis and interpretation Present the finding.

Present the finding.

PRIMARY DATA: PRIMARY DATA:

It consists of information collected for the specific purpose, survey research was used and he all It consists of information collected for the specific purpose, survey research was used and he all the details of Ford and their competitors were contacted. Survey research is the approached the details of Ford and their competitors were contacted. Survey research is the approached gathering description and information.

gathering description and information.

SECONDARY DATA COLLECTION: SECONDARY DATA COLLECTION:

The secondary data consists of information that already existing somewhere having been The secondary data consists of information that already existing somewhere having been collected for another purpose. Any researcher begins the research work by first going through collected for another purpose. Any researcher begins the research work by first going through secondary data. Secondary data includes the information available with company. It may be the secondary data. Secondary data includes the information available with company. It may be the findings of research previously done in the field. Secondary data can also be collected from the findings of research previously done in the field. Secondary data can also be collected from the magazines, news papers, internet other service conducted by researchers.

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METHODS OF DATA COLLECTION: METHODS OF DATA COLLECTION:

The study includes in it the data collected through both

The study includes in it the data collected through both primaryprimary and and secondarysecondary sources. sources. Primary data is collected with the help of structured questionnaire and personal meeting. Primary data is collected with the help of structured questionnaire and personal meeting. Questionnaire is administered on the sample respondents. However there are certain cases where Questionnaire is administered on the sample respondents. However there are certain cases where personal interactive method is followed with customers to fi

personal interactive method is followed with customers to find the satisfaction level.nd the satisfaction level.

RESEARCH METHODOLOGY: RESEARCH METHODOLOGY:

The respondents are the car owner of any company or intender of car and different banks The respondents are the car owner of any company or intender of car and different banks managers of different branches. The survey was carried in my collage with the sample size of managers of different branches. The survey was carried in my collage with the sample size of 100. The survey was carried out with the help of a structured questionnaire, which help in 100. The survey was carried out with the help of a structured questionnaire, which help in accomplishing the research objective. The respondents by means of personal interview accomplishing the research objective. The respondents by means of personal interview administer during the event shows this structured questionnaire.