FINAL YEAR BBA (H) STUDY PAPER ON

“MARKETING STRATEGY OF AUTOMOBILE

COMPANY IN INDIA”
SUBMITTED BY:
NAME: SUBHOJIT DOLUI (15405015055)
KOUSTAV CHATTERJEE (15405015014)
SUVRA KANTI CHOWDHURY (15405015063)
YEAR: 3RD (THIRD) SEMESTER: 6th
SESSION: 2015-18
COLLEGE: DINABANDHU ANDREWS INSTITUTE OF
TECHNOLOGY & MANAGEMENT

UNIVERSITY: MAULANA ABDUL KALAM AZAD

UNIVERSITY OF TECHNOLOGY, WESTBENGAL
 contents

1.TOPIC
2.ACKNOWLEDGEMENT
3.INTRODUCTION
4.OBJECTIVE
5.COMPANY PROFILE
6.COLLECTION OF DATA
7.ANALYSIS & INTERPRETATION
8.CONCLUSION
9.BIBLIOGRAPHY
 ACKNOWLEDGEMENT
I take this opportunity in expressing the fact that this
project report is the result of incredible amount of
encouragement, co-operation and moral support that I
have received from others .

Words alone cannot express my deep sense of

gratitude to Sohini Majumdar who provided me an
opportunity to do a project on”- “MARKETING
STRATEGY OF AUTOMOBILE COMPANY IN
INDIA”. Her valuable guidance and support made this
project work an enlightening educational experience.
Her consistent support and co-operation showed the
way towards the successful completion of project.

I would like to express my deep sense of gratitude to

all the members, who directly or indirectly helped me
during my project work.
 INTRODUCTION
Introduction of Auto mobile:
The word ‘Automobile’ comes, via the French automobile
from the ancient greek word (auto’s, “self”) and the Latin
mobiles (“Movable”), means a vehicle that moves itself,
rather than being pulled or pushed by a separate animal or
another vehicle. The alternate name ‘Car’ is believed to
originate from the latin word Carrus or Carrum (“Wheeled
vehicle”), or the middle English Carre (“Cart”) (from old North
French) By definition, an automobile or car is a wheeled
vehicle that carries its own motor and transport passengers,
as we know the automobile was not invented in a single day
or by a single inventor. Today, Automobiles have become a
crucial part of our lives, an extension of the human body that
provides us faster, cheaper and more convenient mobility
every passing day 6 the history of Automobile is very
fascinating as it reflects an evolution of the Automobile that
took place worldwide.
Development:
The history of the automobile actually began about 4,000
years ago when the first wheel was used for transportation in
India. The automobile history begins as early as 1769, with
the creation of steam engine automobiles capable of human
transport. In 1806, the first car powered by an internal
combustion engine running on fuel gas appeared, which led
to the introduction in 1885 of the modern gasoline or petrol
fueled internal combustion engine. Cars powered by electric
power briefly appeared at the turn of the 20th century.
Today in the 21st century we cannot think of our lives without
transportation and the automobile industry. Distance is no
more a matter with the invention of automobile.

MARKET SHARE OF AUTOMOBILE LEADERS IN

INDIA
 OBJECTIVE

To find out the market strategy of

Hyundai Motors that has helped them
in increasing their market share by
many leaps in last few years in the
India Market.
 COMPANY PROFILE

The Hyundai Motor Company was set up in 1967 as a

subsidiary of the Hyundai Engineering & Construction
Company. The company started off by assembling cars
and trucks for the Ford Company in their car factory. In
1975 they produced their first car called the Hyundai
Cortina which was produced in partnership with the
Ford Motor Company. Within the next two years they
had become the 13th largest automaker in the world
with 2% share in the world retail market. In 1975, the
company decided to build its own car which it would
sell under the brand name ‘Hyundai’. They hired five of
the best car engineers from Britain who designed their
first car, ‘Hyundai Pony’. The car soon became the
number one selling car in South Korea because of its
small size and economical pricing. Next the Hyundai
Pony entered the Canadian market and within 9
months became the top-selling car there. By 1985,
their production had exceeded more than 1 million
cars. In 1986, they entered the U.S. market with their
new ‘Hyundai Excel’ car. This car also proved to be a
best seller because of its quality and low pricing. In
1986 more than 160,000 units were sold and the next
year it crossed 260,000. Now Hyundai had established
itself as one of the top competitors in the world
automobile industry. Their next release was the
midsize Sonata in the year 1988. This model did not
click in the U.S. market but by then Hyundai was
already producing 4,000,000 units per year.

Creta
Eon (bestselling car)

Verna
Tucson

Santro
 COLLECTION OF DATA

Research design refers to the manner of conducting

the research. The design of my research is exploratory
which is qualitative in nature, and want to explore the
various reasons that have helped Hyundai motors to
reach to this success level.
Research instrument refers to designing the
instrument/questionnaire that will help to collect the
data, and in our case we are focusing on secondary
data only.
 ANALYSIS & INTERPRETATION

• Hyundai Motor Co. is a South Korean automobile

MNC which started its operation in 1967 and it
never looked back. It is mainly in manufacturing
and marketing of automobiles, commercial
vehicles and engines in 195+ countries worldwide.
• Being majorly in the economy segment, in many
developing nations it is in leadership positions
while in some it is in 2nd position. Due to stagnant
growth rate, fuel price volatility, government
regulations and environmental conditions;
automobile industry is facing downturn and that’s
why the company like Hyundai is focusing on
satisfying customer needs through improving
in product performance, design & service
Hyundai uses behavioral &psychographic
segmentation variables to segment the market in
homogeneous groups. It is majorly in an economic
segment (Eon, I10) and is entering the premium
segment through its offerings in SUV’s (Creta Tucson)
segment The current bestselling car is Hyundai Eon
Differentiated targeting strategy is used by Hyundai
to target the customers and satisfy their needs and
wants. Positioning is the most important aspect that is
driving the market forces. Hyundai uses a mix of
product & value-based positioning strategies to create
an experience for their customers rather than just
selling its products.
Competitive advantage in the Marketing strategy of
Hyundai Motors
Hyundai motors have created a customer-centric
smart service which is helping it in increasing the
credibility and efficiency in the after-sales service.
It has developed IT-enabled ecosystem which is
making services available anytime, anywhere on a
real-time basis.
One of the competitive advantages of Hyundai is
its R & D centre which are situated in the key
regions and is helping the company to understand
different markets & changing customer
preferences.
Hyundai group is operating in-vehicle segment,
financing segment, and R & D segment and it is
helping the company in aligning the main line
automotive business with the company’s vision.
 Distribution strategy in the Marketing strategy of
Hyundai Motors
Hyundai is making its offerings available to the market
through its 6,000 showrooms & dealerships. Hyundai is
going through a paradigm shift in delivering the value
proposition through Hyundai Motor studio, a new
setup of showrooms creating customer engagement
opportunities & delivering revolutionized brand
experience.

Customer analysis in the Marketing strategy of

Hyundai Motors

Customers of Hyundai are the middle-income

group who want to purchase a car for family
purpose and is looking for a value for money
offering.
 SWOT ANALYSIS
Strengths in the SWOT analysis of Hyundai:
1. Hyundai Motor India has such brand equity that it is
almost assumed to be an Indian brand, with lot of good
accolades for being India’s second most selling brand next to
MUL in market share
2. Hyundai Motor India limited is the largest car exporter
from Asian Market which showed a 10% growth compared to
last FY (2017-18)
3. Hyundai has the largest network of showrooms and service
station next to Maruti in India.

Weaknesses in the SWOT analysis of Hyundai:

1. Hyundai doesn’t have any product match to compete in
corporate orders like Tata Indica V2, Tata Sumo,
Tata Indigo, Ford Fiesta etc. These vehicles are most
preferred in both cab segment and government booking
for bulk orders
2. Weak foot hold on large car segments.
Opportunities in the SWOT analysis of
Hyundai:
1. There is more scope of HMIL to increase its foot hold
into small car segment as its has dedicated R&D plant in
Hyderabad, India. Hyundai is one of the very few
2. companies that has widest R&D network across the
world located in Korea, Europe, India, US, Japan.
3. To match corporate offers, Hyundai needs to work for
effectively & efficiently to include this segment
4. As a major population in India is also looking for family
car , this more SUV / Sedan cars should be introduced

Threats in the SWOT analysis of Hyundai:

1. There are Indian players like Tata, Mahindra imposing a
strong threat for Hyundai Motors India to expand its
product category
2. Almost all major automobile players have started
invading India to open up their market and their
manufacturing plant in India.
3. Many manufacturers have started to concentrate on
small car segment as an alternative to Nano. These will
slowdown the expected sales of Eon
 CONCLUSION
Hyundai has taken over market share of maruti waganor and
Daewoo motors (matiz) by establishing santro in Indian
market and established the brand as Indian market and
established the brand as Indian company appointing brand
ambassador sharukh khan

 They recognized the strength biggest competitor Maruti

which is affordable spare parts and extensive availability
of service centre. They also started working in these
path
 Once Hyundai established food world in the Indian
market they realized that the key to a sustained growth
and success in the Indian market would be its durability
in rough Indian terrain.
 In order to retain existing customer they offered
excellent by back on all its cars. This not only helps them
retain loyal customer but also help a lot of users to
upgrade to a higher segment of vehicle.
 With a constant focus on innovation and a quest to
deliver market research driven product. Hyundai has
always updated with technical advancement in
automobile segment.
 BIBLIOGRAPHY

WEBSITE
https://auto.economictimes.indiatimes.com
http://m.hyundai.co.in/mobile/
https://www.cardekho.com/cars/Hyundai

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