Hyundai Doc Amol Donerao Final Project

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A PROJECT REPORT ON TO STUDY OF CUSTOMER AWARENESS & SATISFACTION FOR JAYA HYUNDAI
SUBMITED BY
AMOL SURESH DONERAO

Prof. JAMEEL PATHAN (GUIDE)
SUBMITED TO UNIVERSITY OF MUMBAI MASTER IN MANAGEMENT STUDIES UNDER THE GUIDENCE OF YMT COLLEGE OF MANAGEMENT SECTOR 4, KHAGHAR NAVI-MUMBAI 2O11-2013 1
ACKNOWLEDGEMENT The Project with JAYA HYUNDAI has been a great learning experience. I was exposed to the marketing system of the organization and gained firsthand knowledge, invaluable experience which I will always recall with a sense of satisfaction and pride. I would like to express my gratitude and deep sense to JAYA HYUNDAI for permitting me to do the project in its esteemed organization. I sincerely thank Mr. SAMEER Sir(Team Leader) who permitted me to do a project, and has been a great help through his constant encouragement, help and guidance. I would like to thank for being source of Motivation & I acknowledge the help and timely advice provided by Prof.JAMEEL SIR(Project Guide) , DR.G.D.POL.FOUNDATION YMT COLLEGE OF MANAGEMENT STUDIES. All in all I would like to thank my whole project team & entire staff at JAYA HYUNDAI for all their support and encouragement during the course of my project. I am indebted to all of them, who did their best to bring improvement through their suggestions.
Date:- / Place:-
AMOL SURESH DONERAO
CERTIFICATE
THE FOLLOWING SUMMER-INTERSHIP PROJECT REPORT TITLED TO STUDY CUSTOMER AWARENESS & SATISFACTION AT JAYA HYUNDAI, NEAR RELIANCE PETROL PUMP NANDED-CIDCO ROAD,NANDED-431602
Is here by approved as a certified study in management carried out & presented in a satisfactory to warrant its acceptance as a prerequisite for the award of management studies . For which it has been submitted. It is understood that by this approval the undersigned do not necessary endorse or approve nay statement made ,opinion expressed on conclusion drawn there in but approve the summer internship report only the purpose it is submitted.
DR.C.BABU SIR ( DIRECTOR )
Prof. JAMEEL PATHAN ( faculty Guide )
INDEX
Chapter No. TITLE
* 1 2 3 4 5 6 7 8 9 10
Executive summary Introduction Industry profile Company profile Research Methodology Data Interpretation Findings Suggestions Conclusion References Annexure
EXECUTIVE SUMMERY
Organization Name: JAYA HYUNDAI Organization Address: JAYAHYUNDAI near Reliance Petrol pump, Nanded-Cidco Road, Nanded-431603. Tel. (02462)229106, 229012,229024, Fax-(02462)229108. E-mail:jayahyundai@gmail.com Project Title: TO STUDY CUSTOMER AWARENESS & SATISFACTION FOR HYUNDAI MOTORS. Project Brief: The project is all about finding out level of Awareness among the masses of Nanded about the products of HYUNDAI Motors and to find out the satisfaction level of the existing customers of HYUNDAI Motors.
Objective of the study: To study the level of customers awareness for HYUNDAI Motors and its products. To study the expectation of customers about the product. To study the preferences for the HYUNDAI products. To study the level of Customers Satisfaction for HYUNDAI Motors and its services.
Scope of the Project: Finding awareness level of the customers about the company. Customer satisfaction through products and the services offered. Collecting database about the customers. To know about the effective promotional activities which creates the impact on customers mind?
Limitations: Respondents views were biased & they hesitated to disclose their personal information. Sample size is limited due to the limited period of two months. Geographical area was related to the Nanded city so the results may not apply to the other places as well. There could be a sampling error in the study.
Research Design: Type of research Data Sources Quantitative Primary sources Secondary sources Research Approach Research Instrument Contact Method Descriptive research Questionnaire Personal Interviews Telephonic Interviews Sampling Method Sampling Units Convenience and Judgmental sampling Potential contacted Sample Size 100 70 respondents were surveyed for Customer Awareness 30 Customers were surveyed for Customer Satisfaction Type of Questionnaire Structured Customers whom the researcher
Findings: FINDINGS FOR CUSTOMER AWARENESS

43% of customers have Annual Income between 5-8 lakh while 36% of customers have Annual Income between 8-12 lakh. There is 100% awareness about HYUNDAI. Hatch bag are the most proffered cars as 43% respondents prefer hatch bags while as 36% of customers prefer sedans. 70% of customers came to know about HYUNDAI through T.V. advertisements. A limited number of people came across the local hoardings (6%) and print media advertisements (24%) from where they could know about HYUNDAI products. None of the respondents visited any exhibition regarding HYUNAI Motors. 66% of the respondents had an experience of driving HYUNDAI car. 46% of the respondents found HYUNDAI driving experience as very good white while none of the respondent found it poor in driving. 60% of customers were not aware about the price range of HYUNDAI cars. 60% of customer did not know about the great mileage provided by HYUNDAI cars. 40% of respondents consider safety bags as the specialty of HYUNDAI cars whereas Advanced Technology & Unique Interiors Vie for 34% and 26% respectively.
FINDINGS FOR CUSTOMERS SATISFACTION

60% of customers have annual income between 10-15 lakhs. 44% of the customers prefer HYUNDAI I10 followed by I20 (33%) , VERNA (13%) and SANTRO (10%). Most of the customers (i.e. 33%) are using HYUNDAI car since 3 years. 90% of the customers are satisfied with the performance of their HYUNDAI car. 60% of the customers rated the comfort level of their car as Very Good while 23% of customers rated it as good. Only 7% of customers found the comfort level of their car as poor. 73% customers were highly satisfied with the driving experience of their car. 17% of customers found the driving experience of their car as Good while none of the customers rated the driving experience of their car as poor. 77% of the customers were satisfied with the mileage provided by their car .
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Suggestions:
The organization needs more promotion in rural areas where potential is more & income of upper middle class is on an average more than 10 lakhs. As the dealers of the HYUNDAI Motors are a few in number in Nanded city the organization should have tie-ups with various malls & other public places to seek some space for product display. The organization should lay emphasis on promotional activities like customer meet, local news paper advertisements, local cable
advertisements, etc. As part of promotional activities the organization should invest in CSR activities like opening of school, orphanages etc. which will create goodwill for the organization. The organization should organize some road shows, take part in exhibitions and invest in annually held dirt race contest which will create more impact on car lovers. More focus should be given on appearances aspect. As FLUDIC VERNA is the SEDAN car of HYUNDAI and is newly launched, it needs aggressive promotion because it has vast potential in NANDED city. The organization should organize customer Meet in fixed periodical intervals for understanding the need and expectations of the customers and to overcome the problems faced by the customers. Proper training program should be conducted for achieving active sales force regarding product profile. The organization should provide customers with Free Check-ups and Free service of their vehicles which will add to the satisfaction level of the customers. Sending letter about the new offers. 10
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CHAPTER 1
1.1 Customer Awareness 1.2 Customer Satisfaction
INTRODUCTION
1.1 Customer Awareness Consumer Awareness Consumer awareness is about making the consumer aware of rights. It is marketing term which means that consumers are aware of products and services, its characteristics and the other marketing Ps (Place, Price, Promotion). We use lot many types of goods for a reason these goods are both tangible (product) and intangible (services). Together goods and services are known as commodities. The reason for their use is what can be called as satisfaction of wants. The process of using various goods and services to satisfy a want is known as consumption. When we pay price for goods or a service and use it for to satisfy want, we become consumers. Rise of Consumer Awareness Kautilya was one of the earliest to write in his Arthashastra about the need for Consumer awareness and protection. With the growth of private sector there is a greater need for discipline and regulation of the market. Consumers must be aware of the sale and purchase of goods, the health and security aspects also. Ensuring the safety of food items sold in the market is essential these days. Legal measure for consumer safety and consumer awareness must be uniform, and transparent in terms of prices, quality of goods and stocks. Consumers must have the tools to combat malpractices and protect their rights.
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How to make consumer aware It should be appreciated that consumer awareness provides a new frame of references for value creation as also an opportunity for innovation. It is time to think out of In box and adopt novel strategies and measures to foster awareness. To mention a few: a) Launch awareness movement through various convenient people-oriented programs. Through media,corporate publicity,rural camps and popular
communication channels including Radio,TV,and Publicity Vans. b) Awareness of products and services through visuals that trigger curiosity and manifesting terms of desire and later sale-purchase transaction. c)Beyond these stages, to take up awareness of other aspects such as product,prices,quality,service convenience, status ,pride, joy and ease. d) Campaign to educate rural and semi urban masses on the need for security that protects their live hood,security to produce and belongings and create feel-good feelings. e)Engage NGOs with proven credentials and intermediaries. In summary, as life insurers and similarly non-life insurers get into such massive efforts to reach out to reach out to all and sundry, a new phenomenon will emerge to their delight viz., opening up promising avenues for creation of new markets-the basic fundamental and prerequisite for sustainable growth. Market dynamics will rule and unfold a stage through a process of evolution New value creation- the sum total of all innovations. CUSTOMER IS BUSINESS, BUSINESS IS PEOPLE, AND PEOPLE ARE CUSTOMERS SATISFYING A CUSTOMER IS EVERYBODYS BUSINESS
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1.2 CUSTOMER SATIFICATION

All consumers when they decide to purchase a product or service, however cheap it may be, they all are to satisfy certain needs and they perceive that the product has necessary features and properties to take care of such needs. All consumers expect a certain level of satisfaction which they would like to derive using the product. In the market all sorts of products of different makes and brands are available and all of them do not give same level of satisfaction. Every product exists to satisfy a need and therefore, an individual customer searches for a product, which at the very least cost & which will have satisfaction of the basic needs as its core benefits. E.g. the core benefit of owing a car to most people is transport and the other secondary benefits could be safety, fuel efficiency and other features of drive system and comforts. When a consumer purchases a car of certain make, he or she has certain perceptions and values. The customers will derive satisfaction, once these are not achieved, and then the results will be dissatisfied customers. All organizations following the marketing orientation or marketing concept will place overwhelming emphasis on the consumer and his needs and offer products which will give him maximum satisfaction. It is not enough to have only consumer orientation but what extremely important is that such an orientation leads to consumer satisfaction. Good marketing-orientation companies all over the world have been growing, keeping consumer satisfaction as the foundation of its growth. ;
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A large number of competing brands or products are available in the market. Better products or better substitutes are coming to replace old brand or product.
Consumer awareness has gone up tremendously due to mass advertising on electronic media.
Better technology available to give better quality. Higher productivity will mean lower price or even substance of prices. The marketing companies are interested to achieve long term objectives through customer satisfaction.
Therefore, the search for service excellence for those concerned with the customer services and support for a product is being driven factors cited above.
Value can be best seen as perceived quality against price paid by the customer for goods and services. Value of a product or service = Perceived value of the product or service
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PRICE
Customer satisfaction has tremendous impact or customer retention and repeat business. In fact customer service problem leading to customer dissatisfaction is the number one reason why companies loose customers. The customer satisfaction model has four components. 1. Identify the customer. 2. Identify needs &expectations. 3. Measures customer perception. 4. Develop action plan.
Identify the customers
Identify needs &expectations
Develop action plan
Measures customer perception
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IDENTIFY OUR CUSTOMER:

The first step is identifying who our customers are. We spoke earlier about our brand approach to customer-both ours and those of ours competitors. Lets refine this slightly by looking at our current customers, our former customers, and those who could be our customers but currently belong to our competitors. Determine customers needs & satisfaction: The next part of the model involves the determination of customers needs and expectations concerning products and services. It is critically important focus should be on customers needs and expectations. These are not our perception of what we think our customers need and expect. Rather, we are looking for the voice of the customers to tell us their expectations of our products and services. Far too often, the management has believed it has a divinely granted perception concerning the customers wants and needs. Measure customer perception: Armed with the knowledge of what customers need and expect from us, we can now measures their perception of performance versus those of expectations. We can also learn about their perception from competitors. We must always remember that the customers perception of our performance is all that matters. We properly have all had the experience of perceiving a product or service in a certain light while the supplier saw thing differently. We need to identify who our current customers are, just who is it that comprises our current franchisee? Who actually purchases our product and services and Who directly influences these purchases? We have to make certain that we have identified all parties that influence the purchase of our product and then understand their relative importance in that purchase decision.
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CHAPTER 2
INDUSTRY PROFILE: 2.1 An overview of Indian Automobile Industry 2.2 History of Automobile Industry in India 2.3 Importance of Automobile Industry in India 2.4 Major Competitors 2.5 Growth Rate of Automobile Industry in India 2.6 Statistical data related to domestic & export sale.
INDUSTRY PROFILE
2.1 An Overview of the Indian Automobile Industry An overview of the Indian Automobile Industry starting its journey from the day when the first car rolled on the streets of Mumbai in 1898, the Indian automobile industry has demonstrated a phenomenal growth to this day. Today, the Indian automobile industry presents a galaxy of varieties and models meeting all possible expectations and globally established industry standards. Some of the leading names echoing in the Indian automobile industry include Hyundai India Ltd., Maruti Suzuki, Ford Motors, Tata Motors, Mahindra & Mahindra, Hyundai Motors, Honda and Hindustan Motors In addition to a number of others. During the early stages of its development, Indian automobile industry heavily depended upon foreign technologies. However, over the years, the manufacturers in India have started using their own technology evolved in the native soil. The thriving market place in the country has attracted a number of automobile manufacturers including some of the reputed global leaders to set their foot in the soil looking forward to enhance their profile and prospects to new heights.
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The automobile sector of India is the seventh largest in the world. In a year, the country manufactures about 2.6 million cars making up an identifiable chunk in the worlds annual production of about 73 million cars in a year. The country is the largest manufacturer of the motorcycles and the fifth largest producer of commercial vehicles. Industry experts have visualized an unbelievably huge increase in these figures over the immediate future. The figures published by the Asia Economic Institute indicate that the Indian automobile sector is set to emerge as the global leader by 2012. In the year 2009, India rose to be the fourth largest exporter of automobiles following Japan, South Korea and Thailand
2.2 History of the Automobile Industry in India

The economic liberalization that dawned in India in the 1991 has succeeded in bringing about a sustained growth in the automotive production sector triggered by enhanced competitiveness and relaxed restrictions prevailing in the Indian soil. A number of Indian automobile manufacturers including Tata Motors, Maruti Suzuki and Mahindra & Mahindra have dramatically expanded both domestic and international operations The countrys active economic growth has paved a soiled road to the further expansion of its domestic automobile market. This segment has in fact invited a huge amount of India-specific investment by a number of multinational automobile manufacturers. The beginnings of automotive industry in India can be traced during 1940s. After the nation became independent in the year 1947, the Indian Government and the private sector launched their efforts to establish an automotive component manufacturing industry to meet the needs of the automobile industry. The growth of this segment was however not so encouraging in the initial stage and through the 1950s and 1960s on account of nationalization combined with the license raj that was hampering the private sector in the country. However the period that followed 1970s, witnessed a sizeable growth contributed by tractors, scooters and commercial vehicles. Even till those days, cars were something of a sort of a major luxury. 18
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2.3 The Importance of the Automobile Industry in India

The Automobile Industry, along with auto components industry occupies a prominent place in the fabric of the Indian economy. This is primarily due to the fact that this industry has strong forward and backward linkage with several key segment of the economy. Thus the automotive industry has a strong multiplier effect and is capable of being the driver of economic growth. In addition, a sound transportation system plays a vital role in the countrys rapid economic and industrial development. 2.4 Major Competitors 1. Maruti Udyog Limited Maruti udyog, a leading car manufacturing in India for the past two decades has been introduced very recently and is available in four variants. The company rank highest in customer satisfaction in India in 2006 for the seven consecutive years. Maruti is planning to launch its car in South Africa by next year. Maruti Udyog limited established in 1981, had a prime objective to meet the growing demand of a personal mode of transport, which is caused due to lack of efficient public transport system. Suzuki Motor Company of Japan was chosen from seven other prospective partners worldwide. Suzuki was do not only to its undisputed leadership in small cars but also to commitments to actively bring to MUL contemporary technology and Japanese management practices (that had catapulted Japan over USA to the status of the top auto manufacturing country in the world.) A license and a joint venture agreement were signed between Govt. of India and Suzuki Motor Company in Oct 1982. In 2001, MUL became one of the first automobile companies, globally to be honored with an ISO 9000:2000 certificate. The MUL plant has already rolled out 4.3 million vehicles. The fact says that, on an average two vehicles roll out of the factory in every single minute.
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Models of Maruti Udyog Limited: 1. Maruti 800 2. Alto 3. Zen 4. Wagon-R 5. Baleno 6. Ritz 7. Grand Vitara 8. Versa 9. Swift 10. Swift Dezire 11. Zen Estilo 12. Alto K10 13. A-star 14. Esteem
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2. Ford Motors
The Ford Motor company was launched in a converted factory in 1903 with $28,000 in cash from twelve investors, most notably John and Horace Dodge (who would later found their own car company). Henrys first attempt under his name was the Henry Ford Company on November 3, 1901, which became the Cadillac Motor company on Aug22, 1902. Today Ford is a MNC and the worlds fourth largest automaker based on worldwide vehicle sales, following Toyota, General Motors and Volkswagen. Based in Dearborn, Michigan, a suburb of Detroit, the automaker was founded by Henry Ford and incorporated on June 16, 1903. Ford India: The modern Ford India began production in 1996, although the roots trace back to 1907 when the Model A was launched. Its manufacturing facilities are in Maraimalai Nagar near Chennai. Ford India began production in 1926, but was shut down in 1954. Production began again with the joint venture Mahindra Limited. The company commenced operations with an initial equity infusion of USD 375 million in facility and operations. Ford increased its interest and in March 2005 renamed the company Ford India Limited and the company became fully owned subsidiary of Ford Motor Company. In October 2005, Ford India received approval from Ford Motor Company for an additional equity infusion of USD 75 million to meet the need of its future plans. Models of Ford Motors Ltd.: 1. Escort 2. Ikon 3. Fusion 4. Fiesta 5. Mondeo
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OTHER COMPETITORS:
3.TATA Motors: 1. Indica V2 2. Indica Dls 3. Indica ev2 4. Indigo 5. Indigo Manza 6. Area 7. Tata Sumo 8. Tata Spacio 9. Sumo Grande
4. Mahindra & Mahindra 5. Honda 6. Toyota 7. Volkswagen 8. Fiat
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2.5 Growth rate of Indian Automobile Industry

Indian automotive industry is booming with a growth rate of around 15% annually. Major international auto companies have decided to put up their plant in India like Nissan Motors, Volkswagen. Existing players like Maruti Suzuki, Hyundai Motors, and Ford motors, Tata Motors, Mahindra & Mahindra, and General Motors have already started their expansion plans to cater to growing demand. Tata Motors & Maruti Suzuki has also announced to provide very low cost cars for Indian market. The reporters say that India is the second fastest growing market next to China. The third position goes to Germany. The experts say that the growth reported this year was the biggest percentage rise in the last seven years. In 2003-2004 the industry had a growth of 29 percent. The growth may be subdued due to the combination of reasons including new emission norms, excise hike, a possible hike in the interest rates and the rise in the commodity prices. It can result in an average hike in the prices by 10-14 percent, informs Goenka. He also expects that LCV segment will be getting the highest growth. The reports say that Commercial Vehicles (CV) showed an increase in the sales by 38 percentages. It had showed a sharp drop in 2008-2009. LCV reported a 43 percent growth where as M & HCV segment developed by 34 percent.
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2.6 Statistical data related to Domestic & Export sale

GROSS TURNOVER OF THE AUTOMOBILE INDUSTRY IN INDIA Year 2004-05 2005-06 2006-07 2007-08 2008-09 Conversion Rate Rs. 40=1USD (In USD Million) 20,896 27,011 34,285 36,612 38,238
Table No. 1 GROSS TURNOVER OF THE AUTOMOBILE INDUSTRY IN INDIA 2004-05 TO 2008-09
45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10
Graph No. 1
(Source: Secondary Data)
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Domestic Sales
The cumulative growth of the Passenger Vehicles segment during April 2007-March 2008 was 12.17 percent. Passenger Cars grew by 11.79 percent, Utility Vehicles by 10.57 percent and Multi Purpose Vehicles by 21.39 percent in this period. The Commercial Vehicles segment grew marginally at 4.07 percent. While Medium & Heavy Commercial Vehicles declined by 1.66 percent, Light Commercial Vehicles recorded a growth of 12.29 percent. Three Wheelers sales fell by 9.71 percent with sales of Goods Carriers declining drastically by 20.49 percent and Passenger Carriers declined by 2.13 percent during April-March 2008 compared to the last year. Two Wheelers registered a negative growth rate of 7.92 percent during this period, with motorcycles and electric two wheelers segments declining by 11.90 percent and 44.93 percent respectively. However, Scooters and Mopeds segment grew by 11.64 percent and 16.63 percent respectively.
Exports
Automobile Exports registered a growth of 22.30 percent during the current financial year. The growth was led by two wheelers segment which grew at 32.31 percent. Commercial vehicles and Passengers Vehicles exports grew by 19.10 percent and 9.37 percent respectively. Exports of Three Wheelers segment declined by 1.85 percent.
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CHAPTER 3
Company Profile 3.1 Introduction to the Organization 3.2 History of the Organization 3.3 Organization Chart 3.4 Product Profile
COMPANY PROFILE
3.1 Introduction of Hyundai motors: Hyundai Motor Company a division of the Hyundai KIA Automotive Group is the world's largest automaker by profit, the worlds fourth largest automaker by units sold and the world's fastest growing automaker. Headquartered in Seoul, South Korea, Hyundai operates the worlds largest integrated automobile manufacturing facility in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons around the world, Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms worldwide. In 1998, after a shake-up in the Korean auto industry caused by over ambitious expansion and the Asian financial crisis, Hyundai acquired rival Kea Motors. In 2000, the company established a strategic alliance with Daimler Chrysler and severed its partnership with the Hyundai Group. In 2001, the Daimler-Hyundai Truck Corporation was formed. In 2004, however, Daimler Chrysler divested its interest in the company by selling its 10.5% stake for $900 million. Hyundai has invested in manufacturing plants in the North America, China, Czech Republic, Pakistan, India, and Turkey as well as research and development centers in Europe, Asia, North America, and the Pacific Rim. In 2004, Hyundai Motor Company had $57.2 billion in sales in South Korea making it the countrys second 26
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Hyundai motor vehicles are sold in 193 countries through some 6,000 dealerships and showrooms. After a recent survey of global automotive sales, Hyundai is now the fourth largest automaker in the world as of 2009. Hyundai Motor Companys brand power continues to rise as it was ranked 72nd in the 2007 Best Global Brands by Interbred and Business Week survey. Brand value estimated at $4.5 billion. Public perception of the Hyundai brand has been transformed as a result of dramatic improvements in the quality of Hyundai vehicles.
The pride of Hyundai motors is now measured worldwide. As Hyundai Motor Company continues to develop cutting edge engines that will beat as the heart of next generation cars, we are confident that we will be the major player of the automobile industry in the future.
The S-Engine the new concept that overcame previous limitations: The SEngine, the world's highest quality V6 engine, developed solely by Hyundai, achieves a powerful performancegenerating 240 horsepower and super fuel efficiency. This engine boasts the most economical fuel efficiency available today.
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It not only offers fast response time, but also overcomes limitations of existing diesel engines. Its power output is equivalent to gasoline engines and it also meets the Euro 4 Environmental Regulation standards, proving this is the most advanced new concept diesel engine, with top quality engine performance, fuel efficiency, and environmental friendliness, all at the same time. The SEngine, currently available in the Vera Cruz, is also attracting industry attention for its superb performance and fuel efficiency Working of Hyundai: The working of Hyundai depends totally upon GDMS software. Working of every outlet all over the world is done with the help of GDMS. GDMS stands for Global Dealer Management System. This is the software designed by Hyundai for online marketing. Every dealer has to report about the working of its outlet such as sales, orders, payments, enquiries, etc. CEO of the company can look after every outlet with the help of this software. A special section is designed for this software in every showroom of Hyundai and also a separate person is appointed. There are various points covered under GDMS software is as follows: 1. GDMS common i. ii. iii. iv. v. vi. vii. Customer management Dealer CEO report Dealer change Dealer city master Password change Employee management User management
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2. HMI call centre i. ii. HMI call center complaint HMI call center sales
3. Sales common (dealer) i. ii. iii. iv. v. vi. Customer complaint (sales) Scheme table master Dealer financier Location master Price master Stock location master
4. Sales operation i. ii. iii. iv. v. vi. vii. Customer enquiry management Dealer order forecast Dealer order and payment Dealer vehicle stock management Insurance renewal management Inter dealer stock transfer Sales consultant target
5. Dealer report i. ii. iii. iv. v. vi. vii. viii. Account master Booking master Dealer stock Monthly stock Order stock Post sales stock Pre-sales stock Sales stock
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6. SSI and ST i. ii. iii. iv. v. vi. Sales training Sales consultant information Training program information Tag attendance Performance In-house training.
3.2 History 0f the Organization
The Hyundai logo, a slanted, stylized 'H', symbolizes the company shaking hands with its customer. Hyundai translates from the word "modernity", and is pronounced as "Hyon-dae" in Korean. The world's largest automobile manufacturing plant in Ulsan, South Korea, produces over 1.6 million vehicles annually. Chung Ju-Yung founded the Hyundai Engineering and Construction Company in 1947. Hyundai Motor Company was later established in 1967. The companys first model, the Cortina, was released in cooperation with Ford Motor Company in 1968. In 1975, the Pony, the first Korean car, was released, with styling by Giorgio Giugiaro of ItalDesign and powertrain technology provided by Japans Mitsubishi Motors. Exports began in the following year to Ecuador and soon thereafter to the Benelux countries. In 1991, the company succeeded in developing its first proprietary gasoline engine, the four-cylinder Alpha, and transmission, thus paving the way for technological independence.
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In 1983, Hyundai exported the Pony to Canada, but not to the United States because the Pony didn't pass emissions standards there. Canadian sales greatly exceeded expectations, and it was at one point the top-selling car on the Canadian market. The Pony afforded a much higher degree of quality and refinement in the lowest price auto segment than the Eastern-bloc imports of the period then available. In 1986, Hyundai began to sell cars in the United States, and the Excel was nominated as "Best Product #10" by Fortune magazine, largely because of its affordability. The company began to produce models with its own technology in 1988, beginning with the midsize Sonata. In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his son, Chung Mong Koo, in 1999. Hyundai's parent company, Hyundai Motor Group, invested heavily in the quality, design, manufacturing, and long-term research of its vehicles. It added a 10-year or 100,000-mile (160,000 km) warranty to cars sold in the United States and launched an aggressive marketing campaign. In 2004, Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and Associates. Hyundai is now one of the top 100 most valuable brands worldwide. Since 2002, Hyundai has also been one of the worldwide official sponsors of the FIFA World Cup. In 2006, the South Korean government initiated an investigation of Chung Mong Koo's practices as head of Hyundai, suspecting him of corruption. On April 28, 2006, Chung was arrested, and charged for embezzlement of 100 billion South Korean won (US$106 million). As a result, Hyundai Vice Chairman and CEO, Kim Dong-jin, replaced him as head of the company.
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Hyundai in India:
In 1996, Hyundai Motors India Limited was established with a production plant in Irrungattukotai near Chennai, India . Hyundai Motor India Limited is currently the second largest carmaker after Maruti Suzuki and largest auto exporter in India. It is making India the global manufacturing base for small cars. Hyundai sells several models in India, the most popular being the Santro Xing, i10 and the i20. Other models include Getz Prime, Accent, second generation Verna, Tucson, and the Sonata Transform. Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu. Both plants have a combined annual capacity of 600,000 units. In the year 2007 Hyundai opened its R&D facility in Hyderabad Andhra Pradesh, employing now nearly 450 engineers from different parts of the country. Basically the Hyundai Motors India Engineering (HMIE) gives technical support in Vehicle development and CAD & CAE support to Hyundai's main R&D center in Namyang Korea. Hyundai Motor India Ltd., the Indian arm of Hyundai motor company, South Korea recently appointed Mr. Han Woo Park as its new managing director and CEO. He took over from Mr. H S Lheem who had been heading Hyundai India operations since December 2005.
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Introduction of Jaya Hyundai:

Jaya Hyundai was started in the year 2007 on 24th October under Sujaya Enterprises pvt.ltd. Initial capital invested by Jaya Hyundai was 6 crores. More than 150 employees were employed by this organization. After analysis the organization came to know that the employees need training to execute the job properly, so the organization started training and development program which enhanced the capabilities of employees. Afterwards the organization measured the performance of employees. As a result, employees whose performance was regularly unsatisfactory were dropped out from the organization. Currently 85 employees are working with greater efficiency. The organization deals with supply of Hyundai cars of different models such as Santro, i10, i20, Accent, Verna, and Sonata. It is running successfully under the guidance of Hon. Ex Chief Minister of Maharashtra state Ashokraoji Chavan. It covers 4 regions of market i.e. Nanded, Latur, Parbhani and Hingoli. The organization has captured market up to 13% in the first year itself. The turnover of Jaya Hyundai is about 50 crores.
Company Profile:
Name of organization Year of Establishment Nature of Business Number of Employees Turnover Address Jaya Hyundai 2006-07 Dealer 85 People 50 Crore Approx. Gut no.65, 66 Wasarni, near Reliance petrol pump, cidco road, Nanded-431605 Director General Manager Areas of marketing 33 Hon. Ashokraoji Chavan Mr. .N.S Tuppekar Nanded, Parbhani , Latur and Hingoli
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Organization Chart:
General Manager Mr.N.S.Tuppekar
Sales Manager
Mr.R Deshmukh
Service Manager Mr.A.Pethshivnikar
H R Manager Mr.D.Berulkar
Finance Manager Mr.P.Samleti
Spares Manager Mr.G.Ambh ore
Team Leader
Asst. H R
Accountant
Sales Consultant
Departments: Jaya Hyundai is concerned with number of activities such as sales, marketing, administration, etc. for running the organization successfully it is very necessary to handle all the activities in a proper manner. Another problem faced by the organization is to sustain in the competitive market. In such cut throat competition they need to prove themselves better than the existing competitors thus Jaya Hyundai has segregated their work in to different departments such as 1. Sales department. 2. Service department. 3. Spares and parts department. 4. Accident department. 5. Administration department. 6. Accounts department. 7. Insurance Department. 34
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Sales department:
A good sales organisation is one wherein the functions or departments have each been carefully planned and co-ordinated towards the objectives of putting the product in the hands of the consumer, the whole effort being efficiently supervised and managed so that each function is carried out in the desired manner. The sales department is concerned with all the activities which are necessary for marketing & sale. It has several employees working under the direction & control of the sales manager. Each person in the department, is assigned a particular type of job according to his qualification and calibre. This will ensure that the department works smoothly. The sales department has to be organized well, because, the future of the firm depends on it, to a great extent.
Objectives of sales organization: 1. To make the plan for purchases. 2. To create demand for the products. 3. To handle the received orders efficiently. 4. To collect the dues in time. 5. To handle the tasks of personnel management. 6. To reconcile the complaints. Importance of sales organization: 1. Proper sales planning. 2. Proper co-ordination of sales activities. 3. Successful sales and increase in profits. 4. Creating demands. 5. Handling of sales routine and collection of dues. 6. Supervision and control.
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Hierarchy of sales department:
Sales Manager Mr.Rakesh Deshmukh
Team Leader Mr. K Pradyumna
Sales Consultant
Harish Kundkar
Om Kadam
Sameer Shaikh
Akhtar Abbasi
Rickendra Singh Shah
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Sales Procedure:
Jaya Hyundai has framed sales process through which sales should be done in a proper way. It consists of different processes such as: 1. Prospect finding. 2. Need analysis. 3. Objection handling. 4. Negotiations. 5. Closing and finalizing the deal. 6. Delivery of the product. 7. After sales service.
1. Prospect finding: The very first step of selling procedure is to find the prospective customers. Jaya Hyundai has to find their customers therefore they perform various activities such as sales promotional activities, road shows, demonstrations, advertising through medias, papers, banners, pamphlets, etc. Sometimes customers come through reference of their friends, family members, etc. some customers are existing customers and some are walk- in customers.
2. Need analysis: The next step carried out by this organization is to analyze the need of the customers. The consultants have to understand the need of the customers by asking few questions within specified time (10-15min) according to norms of Hyundai. i. ii. iii. iv. Have you owned any car before? How many members are there in your family? Product usage? Frequency of using the product? etc.
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3. Objection handling:
Objection handling is one of the most important tasks because the respective consultant must have complete knowledge of their product as well as competitors product. The consultant has to prove their product better than competitors product but at the same time he should not degrade the competitors product. Another most important aspect during this process is to take care of the companys profit as well as customers interest.
4. Negotiation: The next task performed by the sales team is to negotiate the terms of sale such as documentation, mode of payment, loan, schemes & offers, charges such as insurance, RTO, tax, etc.
5. Finalizing the deal: In this process final product is selected by the customers and all the attributes and formalities are completed regarding it such as all the documents are verified, schemes, policies are accepted by the customer, invoice is made, payment is done and the date of delivery is given to the customer.
6. Delivery of the goods: This is the last step in the process of the sales. In Hyundai delivery of goods is done in a different way the consultant and the sales manager cooperate the customer by providing the facility of pooja in showroom itself and gives all general information for the use of the product. Then the manager gives the customer a memorable gift in the form of picture.
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7 ) Service Department:
American Marketing Association in 1960 defined services as, activities, benefits or satisfaction which are required for sales, or provided in connection with the sale of goods. This definition took a very limited view on services as it proposed that services are offered only in connection with the sale of goods. The other definition which are proposed, in 1963, by Regan suggested that services represented either intangibles yielding satisfaction directly (transportation, housing), or intangibles yielding satisfaction jointly when purchased either with commodities or other services (credit, delivery). Services are by and large activities or they are series of activities rather than things. As a result services are intangibles. They take a place in the interaction between the customer and the provider, which means that services are produced and consumed simultaneously. Customer has a role to play in the production process as the services are provided in response to the problems of customer and solution. Manufacturer recommended parts are an important part of maintaining your vehicles optimum performance. At Jaya Hyundai, we offer the same high quality parts your vehicle was built with, and we keep a large inventory of certified parts in stock at our facility. The Jaya Hyundai service department strives for 100% customer satisfaction. From repairs to general maintenance such as oil changes to major repairs, let Jaya Hyundai service your vehicle. Our commitment to customer service is second to none. We offer one of the most comprehensive parts and service department in the automotive industry.
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Rules and regulation for free servicing: 1st free servicing will be done after 2 months from the date of purchase or in between 1200km-1500km. 2nd free servicing will be done after 6months or in between 9000km-10000km.
3rd free servicing will be done after 1 year or in between 19000km-20000km. Three free servicing are provided by Jaya Hyundai.
Rules and regulations for paid servicing: Paid servicing given by Hyundai is up to 2 years from the date of purchase or up till the duration of warranty.
Procedure of servicing: The department has framed a systematic procedure for paid and free servicing. The customer has to fill up the service form provided by the department such as personal details, product information, problems related with the product, etc.
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Hierarchy of service department:
Service Manager Mr.A.Pethshivnikar
Front office executive
Service Advisor Mr.D.V.Chakradhar Mr.R Sontakke
Body shop Mgr Mr.S.Ballal
Floor Manager
C.R. Manager Mr. Gaikwad
Parts Manager Mr.G.Ambore
Denters Mr.J.Babarao Mr.Kamble Mr.Gore
Painters Mr.Jondhale Mr.Mr.Gore Mr.Shankar Technisian Mr.Chouhan Mr.Shaikh Mr.Bhalerao Mr.Dhange Mr.Naik Electricians Mr.Yadav Mr.M.Singh
Customer care executive Mrs.R.Balsekar Parts staff Mr.D.Vywahare Mr.P.Shedamkar
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Responsibilities of service manager:
1. 2. 3. 4. 5. 6. 7. 8. 9.
To check all the job cards before closing. To check the performance of all workers of both workshop and parts section. To report to the Managing Director regarding the performance and discipline of all employees under him. To check the proper dischargement of duties of all employees under him. To check all reports. To maintain a cordial and disciplined working atmosphere in the workshop premises. To guide all employees under him in hours of need. To check and minimize customers dissatisfaction and complaints. To order all requirements of the workshop after permission from the Managing Director.
Responsibilities of service advisor: -
1. 2. 3. 4. 5. 6. 7. 8. 9.
Receiving and advising customers. Supervising the works for timely completion of repair orders. Explanation of completed works to the customers. Checking with securities all customers belongings satisfaction. Involving to the maximum extent to check for total customers satisfaction. Opening repair orders with required help. Checking PSF records regularly to check the drawbacks. Taking trials of vehicle before and after delivery with customers.(if possible) Completing all the paper works timely. Making strict quality control for customers satisfaction. To check and maintain the cleanliness of the workshop. To check the FRS cars everyday to be in order. To check all the workshop equipments and tools order in order and
10. 11. 12. 13. 14.
proper functioning. To look after both the mechanical and body shops.
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Responsibilities of Customer Relation Manager:
1. 2. 3. 4. 5. 6. 7. 8.
Check work ability of major washing, measuring equipments. Inspect work bays, body bays, lub store. Review pending vehicles for mechanical, body work, etc. Review absenteeism status of technician, senior advisor, etc. Last days list of short supply items. Labor, parts, lubricants, body shop revenue and expenses. Feedback from the customers. Review meeting for the progress of the vehicle for the day.
Responsibilities of Technician:
1. 2. 3. 4. 5. 6. 7.
To ensure completion of jobs in time and check quality of repairs. To fill quality register and complete repair orders. To ensure periodic maintenance of equipments. To ensure use of SSTS. To take road trials if required on case to case basis inspect vehicle as advised by Service Advisor. To organize movements of vehicles in and out of W.bays. To complete inspection of vehicles before and after repairs.
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Accident department: This is one of the most important department in Jaya Hyundai. This department is designed specially to look after the cars which are damaged in accident. Mr. Sachin Ballal is the incharge of accident department. He has the team of 17 employees in which 12 employees are skilled and 5 are helpers. The type of work handle by this department is renovation, painting, denting and fittings. It also deal with every damage of car. In case of accident of any car 50% of charges are paid by insurance company and in case of damage of fibre parts also 50%charges are beared by insurance company. Spares and parts department: In Jaya Hyundai another important department is spares and parts department. It fulfills all the needs and wants of customer of each and every part of the vehicle. Spares department is large enough to have each and every part of vehicle. It is under the control of Mr. Gajanan Ambore. He has team of 5 employees with him. The working of spares and parts department is done woth the help of GDMS such as stock reporting, issue of spares, ordering and procurement etc. spares and parts are issued only on the demand of accident department and parts department to the customers. Hyundai has tie up with Mobis the organisation which provides all spares and parts to each and every showroom all over India. All the parts are provided through courier service, courier service is given by the supplier. The products are packed in air pack boxes and all the products have paper coating to prevent from damage. Another step taken to prevent from damage is insurance. All the goods are insured by both the firm i.e. the supplier and Jaya Hyundai. While ordering the products the firm send the bar codes of the products and according the codes the supplier supply the products to the firm. Bar codes are given to each and every product for easy identification. While issuing the product from Jaya Hyundai they keep record of each and every product such as type of product, colour and bar code of product.
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Services Offered: Convenient appointment as per customer choice-No waiting at service reception. Welcome Board to highlight appointments. Joint inspection of vehicle along with the customer. Good ambience at interactive bay and surroundings. Completion time is scheduled and agreed with customer. Availability of menu pricing-include cost of spares, labour and lubes. Total price agreed with customer upfront before starting the job. Customer lounge is clean and well equipped. Service advisor delivers vehicle to customer after explaining the work carried out on the car and explanation of charges. Failed parts returned on customer pay jobs. Customers to receive call within a week of taking of the car from the workshop. Vehicles are returned to customers in a clean condition. Marketing mix: The term marketing mix was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term marketing mix. The marketing mix is probably the most famous marketing term. Its elements are basic, tactical components of a marketing plan. Also known as the four Ps the marketing mix elements are: Product Price Place Promotion 45
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The concept is simple. Think about another common mix-a cake mix. All cakes contain eggs, milk flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar
It is same with the marketing mix. The offer you make to your customer can be altered by varying the mix elements. So for a high profile brand, increase the focus on promotion and desensitize the weight given to price. Another way to think about the marketing mix is to use the image of artists palette. The marketer mixes the prime colours(mix elements)in different quantities to deliver a particular final colour. Every hand painted picture is original in some way, as is every marketing mix.
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Product: The noun product is defined as thing produced by labor or effort or the result of an act or a process, and stems from the verb produce, from the Latin produce (re) (to) lead or bring forth. Since 1695 the word has referred to thing or things produced. The economic or commercial meaning of product was first used by political economist Adam Smith. In marketing, a product is anything that can be offered to a market that might satisfy a want or need. In retailing products are called merchandise. In manufacturing, products are purchased as raw materials and sold as finished goods. Commodities are usually raw material such as metals and agricultural products, but a commodity can also be anything widely available in the open market. In project management products are formal definition of the project deliverables that make up or contribute to delivering the objectives of the project. In general, product may refer to a single item or unit, a group of equivalent products, a grouping of goods or services, or an industrial classification for the goods or services. A related concept is sub product, a secondary but useful result of a production process. Dangerous products, is particularly physical ones, the cause injuries to consumers or bystanders may be subject to product liability. There are three levels of Product: For many a product is simply the tangible, physical entity that they may be buying or selling. You buy a new car and thats the product-simple or may be not. When you buy a car, is the product more complex than you first thought? In order to actively explore the nature of a product further, lets consider it as three different products-the CORE product, the ACTUAL product and finally the AUGMENTED product.
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These are known as the Three Level Products. 1. The CORE product is not the tangible, physical product. You cant touch it. Thats because the core product is the BENEFIT of the product that makes it valuable to you. So with the car example, the benefit is convenience i.e. the ease at which you can go where you like, when you want to. Another core benefit is speed since you can travel around relatively quickly. 2. The ACTUAL product is tangible, physical product. You can get some use out of it. Again with the car example, it is vehicle that you test drive, buy and then collect. 3. The AUGMENTED product is non-physical part of the product. It usually consists of lots of added value, for which you may or may not pay a premium. So when you buy a car, part of the augmented product would be the warranty, the customer service support offered by the cars manufacture, and any aftersales service.
Product produced by Hyundai: 1. Santro xing 2. i10 3. i20 4. Accent 5. Verna 6. Sonata transform 7. Tuscon\
In Jaya Hyundai the following are maintained: 1. Santro xing 2. i10 3. i20 4. Accent 5. Verna 48
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PRODUCT PROFILE
Santro Xing:
Types Petrol
Engine 1100cc
BHP 63bhp
Colors
Features
Ocean, Blue, Silky beige, Dark Non A/c grey, Metallic, Crystal white, Black diamond, Cherry red, Electric red, Slick silver
Petrol GL
1100cc
63bhp
Ocean, Blue, Silky beige, Dark A/c, power steering grey, Metallic, Crystal white, Black diamond, Cherry red, Electric red, Slick silver
Petrol GLS
1100cc
63bhp
Ocean, Blue, Silky beige, Dark A/c, power steering, front 2 grey, Metallic, Crystal white, door power window, centre Black diamond, Cherry red, locking with key 5 doors, side Electric red, Slick silver waist molding, tubeless tyres, wheel cap, spoiler, child lock
LPG
1100cc
63bhp
Ocean, Blue, Silky beige, Dark A/c, power steering, front 2 grey, Metallic, Crystal white, door power window, centre Black diamond, Cherry red, locking with key 5 doors, side Electric red, Slick silver waist molding, tubeless tyres, wheel cap, spoiler, child lock
I10:
Types
Engine
BHP
Colours
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Features
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1.1 delight
1100cc
68bhp
Alphine blue, Blushing red, Champagne gold, Crystal white, Deep ocean blue, Electric red, Oyster grey, Slik silver, Stone black, Virtual yellow
A/c
1.1 era
1100cc
68bhp
Alphine blue, Blushing red, Champagne gold, Crystal white, Deep ocean blue, Electric red, Oister grey, Slik silver, Stone black, Virtual yellow
A/c, electronic power steering, front 2 door power window, centre locking with key 5 doors, wheel cap, child lock, tubeless tyres, body colour bumper
1.1 magna
1100cc
68bhp
A/c, electronic power steering, front 2 door power window, centre locking with key 5 doors, wheel cap, child lock, tubeless tyres, body colour bumper, side waist molding, tilt steering
1.2 magna
1200cc kappa engine
80bhp
A/c, electronic power steering, front 2 door power window, centre locking with key 5 doors, wheel cap, child lock, tubeless tyres, body colour bumper, side waist molding, tilt steering
1.2 sports model
1200cc kappa engine
80bhp
A/c, electronic power steering, front 2 door power window, centre locking with key 5 doors, wheel cap, child lock, tubeless tyres, body colour bumper, side waist molding, tilt steering, in-built sound system, defogger, rear wiper, read head rest, spoiler
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1.2 Asta
1200cc kappa engine
80bhp
A/c, electronic power steering, front 2 door power window, centre locking with key 5 doors, wheel cap, child lock, tubeless tyres, body colour bumper, side waist molding, tilt steering, in-built sound system, defogger, rear wiper, read head rest, spoiler, air bags, keyless entry, sun roof
i20:
Types Petrol 1.2 magna
Engine 1200cc
BHP 80bhp
Colours Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white
Features A/c, electronic power steering, 4 power windows, in built sound system, centre locking with key, body colour bumper.
Petrol 1.2 sports
1200cc
80bhp
Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white
A/c, electronic power steering, 4 power windows, in built sound system, centre locking with key, body colour bumper, ORVM(outside rear view mirror) leds for indication.
Petrol 1.2 sports option Petrol 1.2 asta
1200cc
80bhp
Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white
1200cc
80bhp
Berry red, Crystal white, Dark grey, Diamond black, Silky weige, 51
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Sparkle blue, Plain white Petrol 1.2 asta option with sun roof Petrol 1.4 asta gama AT Diesel 1.4 1400cc 90bhp 1400cc 80bhp Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white 1200cc 80bhp Berry red, Crystal white, Dark grey, Diamond black, Silky weige, Sparkle blue, Plain white
Accent: Types Petrol Engine 1500cc BHP 84bhp Colours Berry red, Crystal white, Dark grey, Metallic, Diamond black, Silky weige, Slik silver LPG 1500cc 84bhp Berry red, Crystal white, Dark grey, Metallic, Diamond black, Silky weige, Slik silver Features A/c, power steering, 4 power window, body colour bumper, remote locking A/c, power steering, 4 power window, body colour bumper, remote locking
Verna:
Types Petrol VTVT
Engine 1600cc
BHP 103bhp VTVT
Colours White, Silky weige, Slik silver, Blushing red, Black diamond, Midnight grey, Kyar
Features
Petrol SX
1600cc
103bhp VTVT
White, Silky weige, Slik silver,
A/c, electronic power
Blushing red, Black diamond, Midnight sterring, front 2 door grey, Kyar power window, centre locking with 52
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key 5 doors, wheel cap, child lock, 4power window, power sterring, Automatic climate control, alloy wheels, anti break locking system (prevents from slip in rain and dust) Diesel VGT 1500cc 110bhp VGT White, Silky weige, Slik silver, A/c, power sterring, 4
Blushing red, Black diamond, Midnight power window, ingrey, Kyar built music system, central locking system with 5doors, anti break locking system, tilt sterring
Diesel SX
1500cc
110bhp
White, Silky weige, Slik silver,
A/c, power sterring, 4
Blushing red, Black diamond, Midnight power window, ingrey, Kyar built music system, central locking system with 5doors, anti break locking system, tilt sterring,
climate control system, locking keyless entry, anti break system, driver arm rest, alloy wheels. Diesel SX with automatic 1500cc 110bhp VGT White, Silky weige, Slik silver, A/c, power sterring, 4
Blushing red, Black diamond, Midnight power window, ingrey, Kyar built music system, central locking 53
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system with 5doors, anti break locking system, tilt sterring, climate control system, locking keyless entry, anti break system, driver arm rest, alloy wheels, automatic gear control, no clutch
SOME MODELS OF HYUNDAI
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2013 Hyundai Sonata
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CHAPTER 4
Research Methodology
4.1 Research Objects To study SWOT analysis for the organization. To study the level of customer awareness about Hyundai Motors and products among the customers of Nanded City. To study the level of customer satisfaction among the existing customers for various products and services offered by Hyundai Motors. 4.2 Scope of the research Finding awareness level of the customers about the company. Customer satisfaction through products and the services offered. Collecting database about the customers. To know about the effective promotional activities which creates the impact on customers mind? 4.3 Limitations of research Though the present study aims to achieve the above-mentioned objectives in full earnest and accuracy, it may be hampered due to certain limitations. Respondents views were biased & they hesitated to disclose their personal information. Sample size is limited due to the limited period of two months. Geographical area was related to the Nanded City so the results may not apply to the other places as well. There could be a sampling error in the study
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4.3 Research Design

The design in such studies is rigid and not flexible and must focus attention on the following 4.3.1 Type of Research The type of Research used for the survey was Quantitative in nature.
Data Sources
Secondary Sources The secondary data has been taken from the company booklets, information manual and web site of the company etc. It has been used to know about the history of the organization, sales policy etc. Primary Sources Primary data has been collected directly from the field, It is the first hand data which has been collected through telephonic interviews, observation method and survey conducted through questionnaires. 4.3.3 Research Approach The research conducted is a descriptive research. Descriptive Research includes surveys and fact-finding enquiries of different kinds. The major purpose of descriptive research is description of the state of affairs, as it exists at present. 4.3.4 Research Instrument The research instrument used for this study is questionnaires. These are the structured questionnaires wherein both open-ended and closed-ended questions are contained. 4.3.5 Contact Method 1. Personal interviews were conducted asking respondents both open ended and closed ended questions. 2. Telephonic interviews were also conducted. 60
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4.3.6 Sampling Method The sampling method which has been adopted is Convenient & Judgmental sampling. 4.3.7 Sampling Units Potential Customers whom the researcher contacted were used the sampling unit for this study. 4.3.8 Sample Size :-- The sample size is 100.70 respondents were surveyed for
customer Awareness as they were not the existing customers of Jaya Hyundai.30 existing customers of Hyundai were surveyed for customer satisfaction. 4.3.9 Type of Questionnaire The questionnaire consisted of structured questions which were both open ended and closed ended in nature.
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CHAPTER 5 Data Analysis & Interpretation

DATA ANALYSIS & INTERPRITATION Part 1 For Customer Awareness Q1) what is your annual income? a) 5-8 lakh c) 12-15 lakh Sr.No. Option b) 8-12 lakh d) above 15 lakh Percentage of Respondents 1 2 3 4 ( Table No.2) 5-8 lakh 8-12 lakh 12-15 lakh Above 15 lakh 43 36 14 7
Income Profile of Respondents
14%
7% 43% 5-8 lakh 8-12 lakh
36%
12-15 lakh Above 15 lakh
Chart No.2 62
(Source: Primary Data)
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INTERPRITATION: 43% of customers have annual income between 5-8 lakh. 36% of customers have annual income between 8-12 lakh. 14% of customers have annual income between 12-15 lakh. 7% of customers have annual income above 15 lakh Q2) Have you heard about HYUNDAI? a)Yes Sr.No. b) No Options Percentage of Respondents 1 2 Yes No ( Table No.3 Awareness Level for HYUNDAI Motors 100% 0%
0%
Yes No 100%
Chart No.3
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INTERPRITATION: 100% Awareness about HYUNDAI. Q3) Which car segment from the following do you own? a) Hatch bag c) Wagon Sr.No. b) Sedan d) SUVs Options Percentage of Respondents 1 2 3 4 Hatch Bag Sedan Wagon SUVs (Table No.3) 43% 36% 10% 12%
Type of car Possessed
11% 10% 43% Hatch bag Sedans 36% Wagons SUV's
ChartNo.4 64
(Source : Primary Data)
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INTERPRITATION: 43% Of customers are using Hatch bag. 36% of customers are using Sedans. 10% of customers are using Wagons. 11% of customers are using SUVs. Q4) how do you come to know about HYUNDAI? a) TV adds c) Hoardings b) Print Media d) Exhibitions
Sr.No.
Options
Percentage of Respondents
1 2 3 4
TV adds Print Media Hoardings Exhibitions (Table No.5)
70% 24% 6% 0%
Source of Information for HYUNDAI Motors
0% 6% 24% TV adds Print Media 70% Hoardings Exhibitions
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Chart No. 5 INTERPRITATION:
(Source : Primary Data)
70% of people came to know aboutHYUNDAI through TV adds. 24% of people came to know about HYUNDAI through Print Media. 6% of people came to know about HYUNDAI through Hoardings. Q5) Do you have any experience of driving HYUNDAI car? a) Yes Sr.No. b) No Options Percentage of Respondents 1 2 Yes No (Table No.6) Percentage of Respondents having experience of driving HYUNDAI 34% 66%
34% Yes No 66%
Chart No. 6
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INTERPRITATION: Only 34% of people had an experience of driving HYUNDAI car. And 66% of people never had an experience of driving HYUNDI car Q6) what is your feeling after driving HYUNDAI car? a) Very Good c) Fair Sr.No. Options b) Good d) Poor Percentage of Respondents 1 2 3 4 Very Good Good Fair Poor (Table No. 7) Feeling after driving HYUNDAI car
0% 14% 40% Very Good Good 46% Fair Poor
40% 46% 14% 0%
Chart No. 7
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INTERPRITATION: 46% of people found HYUNDAI experience as Very Good. 40% of people found HYUNDAI experience as Good. 14% of people found HYUNDAI experience as Fair. 0% of people found HYUNDAI experience as Poor.
Q7) Are you aware about the Price range of HYUNDAI cars? a) Yes Sr.No. Options b) No Percentage of Respondents 1 2 Yes No (Table No. 8) Awareness about Price Range of HYUNDAI cars 45% 55%
45% 55% Yes No
Chart No. 8
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INTERPRITATION: Only 45% of people are aware about the price range of HYUNDAI car. And about 55% of people are not aware about price range of HYUNDAI cars. Q8) Are you aware about the mileage given by the HYUNDAI cars? a) Yes Sr.No. 1 2 Options Yes No (Table No. 9) b) No Percentage 53% 47%
AWARENESS ABOUT MILEAGE OF HYUNDAI CARS
47% 53% Yes No
53% of peoples are aware about mileage of HYUNDAI cars. 47% of people are not aware about the mileage of HYUNDAI cars.
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Q9) What according to you is the specialty of HYUNDAI cars? a) Fuel Efficiency c) Unique Interiors Sr.No. 1 2 3 4 b) Safety Bags d) Advanced Technology Options Fuel efficiency Safety bags Unique Interiors Advanced Technology (Table No. 10) Percentage of Respondents 50% 20% 20% 10%
10% 20% 50% Fuel Efficiency Safety Bags 20% Unique Interiors Advanced Technology
50% of people give prefrence to Fuel Efficiency. 20% of people give preference to Safety Bags. 20% of people give preference to Unique Interiors. 10% of people give preference to Advanced technology.
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Q10) Will you think about HYUNDAI cars when purchasing a new car? a) Yes Sr.No. b) No Options Percentage of Respondents 1 2 Yes No (Table No. 11) 100% 0%
0%
Yes No
100%
Chart No. 11
INTERPRITATION: 100% people said that they will give preference to HYUNDAI while purchasing new car
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( Part 2 ) For Customer Satisfaction Q1) What is your annual income? A) 2-5 lakh C) 10-15 lakh Sr.No. B) 5-10 lakh D) Above 15 lakh Options Percentage of Respondents 1 2 3 4 2-5 lakh 5-10 lakh 10-15 lakh Above 15 lakh 60% 25% 10% 5%
Annual Income Profile for Users

5% 10% 2-5 lakh 25% 60% 5-10 lakh 10-15 lakh Above 15 lakh
Chart No. 11
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INTERPRITTION: 60% of customers have Annual income between 2-5 lakh 25% of customers have Annual income between 5-10 lakh 10% of customers have Annual income between 10-15 lakh 5% of customers have Annual income Above 15 lakh. Q2) Which HYUNDAI car are you using? A) I 10 D) Verna B) I 20 E) Accent C) Santro F) Sonata Percentage of Respondents 39% 31% 11% 5% 9% 5% (Table No. 12)
Sr.No.
Options
1 2 3 4 5 6
I 10 I 20 Santro Verna Accent Sonata
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Type of HYUNDAI car being used

5% 11% 9% 5% 39% I 10 I 20 Santro Verna 31% Accent Sonata
39% of customers are using I 10 car.31% of customers are using I 20 car.11% of customers are using Santro.5% of customers are using Verno.9% of customers are using Accent.5% of customers are using Sonata. Q3) Since how many years are you using this car? A) 1-2 C) 3-4 Sr.No. B) 2-3 D) 4 & Above Options Percentage of Respondents 1 2 3 4 1-2 years 2-3 years 3-4 years 4 & Above (Table No. 13) 74 17% 33% 20% 30%
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Duration for using HYUNDAI car

30% 17% 1-2 yrs 2-3yrs 33% 20% 3-4yrs 4&above
Chart No. 13
INTERPRITATION: 33% of customers using HYUNDAI car since 2-3 yers. 30% of customers using HYUNDAI car since 4-5 yers. 20% of customers using HYUNDAI car since 3-4 yers. 17% of customers using HYUNDAI car since 1-2 yers. Q4) Are you satisfide with the performance of your HYUNDAI car? A) Yes Sr.No. B) No Options Percentage of Respondents 1 2 Yes No (Table No. 14) 90% 10%
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Satisfaction level for customers in terms of Performance

10%
Yes No 90%
90% of customers were satisfide with the Performance of HYUNDAI cars. 10% of customers were dissatisfide with the Performance of the HYUNDAI cars. Q5) How will you grade the comfort level of your HYUNDAI car? A) Very Good C) Fair Sr.no. B) Good D) Poor Options Percentage of Respondents 1 2 3 4 Very Good Good Fair Poor (Table No.15) 60% 23% 10% 7%
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Rating for Comfort Factor

10% 7% Very Good 23% 60% Good Fair Poor
Chart No. 15
INTERPRITATION: 60% of customers said comfort level is Very Good. 23% of customers said comfort level is Good. 10% of customers said comfort level is Fair. 7% of customers said comfort level is Poor. Q6) How will you grade the driving experience of your HYUNDAI car? A) Very Good C) Fair Sr.No. Options B) Good D) Poor Percentage of Respondents 1 2 3 4 Very Good Good Fair Poor 73% 17% 10% 0%
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(Table No.16)
Satisfaction in terms of Driving Experience

3% 20% 40% Very Good Good Fair 37% Poor
Chart No.16 INTERPRITATION:
73% of customers said driving experience is Very Good. 17% of customers said driving experience is Good. 10% of customers said driving experience is Fair. 0% of customers said driving experience is Poor. Q7) Are you satisfide with the Mileage of your HYUNDAI car? A) Yes Sr.No. B) No Options Percentage of Respondents 1 2 Yes No (Table No.17) 77% 23%
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Satisfaction in terms of Mileage
37% 40% Very Good Good
77% of customers are satisfide with the Mileage of HYUNDAI cars. 23% of customers are dissatisfide with the Mileage of HYUNDAI cars. Q8) How many times have you visited the service ststion for any problem in your HYUNDAI car during last one year? A) 1 C) 3 Sr.No. B) 2 D) 4 Options Percentage of Respondents 1 2 3 4 1 2 3 4 (Table No.18) 40% 30% 20% 10%
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VISITS TO THE SERVICE STATION DURING LAST YEAR

1 10% 20% 40% 2 3 30% 4
40% of customers visited service station only once in last one year for any problem. 30% of customers visited service station twice in last one year for any problem. 20% of customers visited service ststion thrice in last one year for any problem. 10% of customers visited service ststion four times during the last one year for any problem. Q9) Are you satisfide with the Maintenance of your HYUNDAI car? A) Yes Sr.No. B) No Options Percentage of Respondents 1 2 Yes No (Table No.19) 73% 27%
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Satisfaction in terms of Maintenance
73% of customers are satisfide with the Maintenance. 27% of customers are dissatisfide with the Maintenance. Q10) Will you recommend any HYUNDAI car to your Friends or Relatives? A) Yes Sr.No. B) No Options Percentage of Respondents 1 2 Yes No (Table No.20) 87% 13%
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Recommendation of HYUNDAI cars to Friends
Chart No.20 \INTERPRITATION:
87% of customers will recommend HYUNDAI car to their Friends & Relatives because they are satisfide with the Maintenance,Mileage,Comfort level,Performance etc. of the HYUNDAI cars. 13% of customers will not recommend HYUNDAI car to Friends & Relatives because they are not satisfide with the Maintenance,Mileage,Comfort level,Performance, etc. Q11) What is your Opinion about the after sale service of HYUNDAI? A) Very Good C) Fair Sr.No. B) Good D) Poor Options Percentage of Respondents 1 2 3 4 Very Good Good Fair Poor 82 40% 37% 20% 3%
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(Table No.21)
Opinion about after sale service of HYUNDAI

3% 20% 40% Very Good Good Fair 37% Poor
40% of customers said after sale service of HYUNDAI is Very Good. 37% of customers said after sale service of HYUNDAI is Good. 20% of customers said after sales service of HYUNDAI is Fair. 3% of customers said after sales service of HYUNDAI is Poor.
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CHAPTER 6
FINDINGS
Part I ) FOR CUSTOMERS AWARENESS 43% of customers have Annual Income between 5-8 lakh while 36% of customers have Annual Income between 8-12 lakh & 14% of customers have Annual Income between 12-15 lakh. There is 100% awareness about HYUNDAI. Hatch bags are the most preffered cars as 43% respondents prefer Hatch bags while as 36% of customers prefer Sedans. There is a huge market for Wagons & SUVs as people are only inclined towards Hatchbags and Sedans. 70% of customers came to know about HYUNDAI through T.V. advertiesements. A limited number of people came across the local Hoardings (6%) and print media advertiesments (24%) from where they could know about HYUNDAI products. None of the respondents visited any exibitions regarding HYUNDAI Motors. 66% of the respondents had an experience of driving HYUNDAI car. 46% of the respondents found HYUNDAI driving experience as Very Good while no respondents found it Poor in driving. 60% of customers were not aware about the price range of HYUNDAI cars as only 40% of customers are well accustomed with the price range of HYUNDAI cars. 60% of customers did not know about the great Mileage provided by HYUNDAI cars.
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Part II
FOR CUSTOMERS SATISFACTION

60% of customers have annual income between 10-15 lakhs. 44% of the customers prefer HYUNDAI I10 (39%) ,followed by I20 (31%) ,Santro (11%) ,Verna (5%),Accent (5%) & Sonata (5%). Most of the customers (i.e.33%) are using HYUNDAI car since 3 yrs. 17% of customers have bought their car in last 2 yrs. 90% of the customers are satisfide with the performance of their HYUNDAI car whre as only 10% of the customers were not that much satisfide with the performance of their HYUNDAI car. 60% of the customers rated the comfort level of their car as Very Good while 23% of customers rated it as Good. Only 7% of customers found the comfort level of their car as Poor. 73% customers were highly satisfide with the driving experience of their car. 17% of customers found the driving experience of their car as Good while as none of the customers rated the driving experience of their car as Poor. 77% of customers were satisfide with the Mileage provided by their car. 40% of the customers did not find any major problem in their car during the past one year. 73% of the customers were contented with the maintenance needed by their car. 87% of the customers will recommend HYUNDAI car to their Friends & Relatives as they were satisfide by the performance,maintenance,comfort level,mileage etc. of their car. After sales service provided by HYUNDAI was rated as Very Good by 40% of the customers while 37% rated it as Good. Only 3% of the customers ratedbthe afterb sales services provided by HYUNDAI as Poor.
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CHAPTER 7
SUGGESTIONS The organisation needs more promotion in rural areas where potential is more & income of upper middle class is on an average more than 5 lakhs. As dealers of the HYUNDAI Motors are a few in number in Nanded city the organisation should have tie-ups with various malls & other public places to seek some space for product display. The organisation should lay emphasis on promotional activities like customer meet,local news paper advertiesments,local cable advertiesments, etc. As part of promotional activities the organisation should invest in CSR activities like opening of schools, orphanages, etc. which will creat goodwill for the organisation. The organisation should organise some road shows, take part in exhibitions and invest in annualy held dirt race contests which will creat more impact on car lovers. More focus should be given on appeareance aspect. As Fludic Verna is newly launched, it needs aggressive promotion because it has vast potential in Nanded city. The organisation should organise customer meet in fixed priodical intervals for understanding the need and expectations of the customers and to overcome the problems faced by the customers. Proper training programme should be coducted for achievening active sales force regarding product profile. The organisation should provide customers with Free Check-ups and Free services of their vehicles which will add to the satisfaction level of the customers. Sending lrtters about the new offers. Giving proper demos to the customers. Greetings on every occasion/Festival with new proposal. The organisation should make arrangements with different banks to provide loan with minimum rate of intrest to the customers.
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CHAPTER 8
CONCLUSION
As per the study because of short duration it is very difficult to cover in fact one small topic as it has many diverse things to know. so, as far as possible it is tried in a better way to know as much as possible. The observations and suggestions are based on the queries and review of work procedure. There may be some lacking in it, but as per knowledge it has been dealt as such. As this is the first experience of the researcher to get familiar with the organization and due to matters being confidential, there may be some things that couldnt be extrcted. As far as the awareness level of the masses of Nanded city is concerned, it is concluded that the customers get the information from the Television advertiesments while as organization is not doing that much at the local level. There is a tremendous scope for HYUNDAIs New car model Fludic Verna in the region as the customers are being inclined towards this wonder car which has contributed surveyed customers. During the last three to four years most custtomers have been using the HYUNDAI cars from which it can be concluded that the organization has better ahead. It has also been concluded that the existing customers are highly satisfide with their HYUNDAI cars and the services being offered by the JAYA HYUNDAI. Comfort level,driving experience, performance and Mileage provided by the HYUNDAI can be called as the pillars of the organization. As the fiagship of the HYUNDAI motors, I10 is the most sold car in the said area.
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REFERENCES
*BOOKS: Marketing Management by Philip Kotler, 11th edition of Low Price Edition publication for research design and theory related to Customer Satisfaction. Marketing Research by G.C.Beri, 4th edition of Tata McGra-Hill publishing company for research design for formulating Questionnaries for the survey. * Circulars From JAYA HYUNDAI. * Websites: www.hyundai.com www.hyundai.co.in www.economictimes.com www.hyundaiindia.com www.allprojectmba.com www.scribd.com
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ANNEXURE Questionnaire for customers regarding Customer Awareness Name: Age: Occupation: Q1) What is Your annual income? A) 5-8 lakh C) 12-15 lakh B) 8-12 lakh D) Above 15 lakh
Q2) Have you ever heard about HYUNDAI? A) Yes B) No
Q3) Which car segment from the following do you own? A) Hatch Bag C) Wagon B) Sedan D) SUV
Q4) How did you come to know about HYUNDAI? A) T.V. C) Hoardings B) Print Media D) Exhibitions
Q5) Do you have any experience of driving HYUNDAI car A) Yes B) No
Q6) How wasb your expression of driving HYUNDAI car? A) Yes B) No
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Q7) Are you aware about the price range of HYUNDAI car? A) Yes B) No
Q8) Are you aware about the Mileage given by the HYUNDAI cars? A) Yes B) No
Q9) What according to you is the speciality of HYUNDAI car? A) Fuel Efficiency C) Unique interiors B) Safety Bags D) Advanced Technology
QUESTIONNAIRE FOR CUSTOMERS REGARDING CUSTOMER SATISFACTION Name: Age: Occupation: Q1) What is your annual income? A) 5-8 lakh C) 12-15 lakh B) 8-12 lakh D) Above 15 lakh
Q2) Which HYUNDAI car are you using? A) I10 D) Verna B) I20 E) Accent C)Santro F) Sonata
Q3) Since how many years are you using this car? A) 1-2 years C) 3-4 years B) 2-3 years D) 4-5 years
Q4) Are you satisfide with the performance of your HYUNDAI car? 90
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A) Yes
B) No
Q5) How will you grade the comfort level of your HYUNDAI car? A) Very Good C) Fair B) Good D) Poor
Q6) How will you grade the drivimg experience of your HYUNDAI car? A) Very Good C) Fair B) Good D) Poor
Q7) Are you satisfide with the Mileage of your HYUNDAI car? A) Yes B) No
Q8) How many times have you visited the service station for any problem in your HYUNDAI car during last one year? A) 1 C) 3 B) 2 D) 4
Q9) Are you satisfide with the maintenance of your HYUNDAI car? A) Yes B) No
Q10) Will you recommend any HYUNDAI car to your Friend & Relatives? A) Yes B) No
Q11) What is your opinion about the after sale service of HYUNDAI? A) Very Good C) Fair B) Good D) Poor
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1

AMOL SURESH DONERAO

AMOL SURESH DONERAO

DR.C.BABU SIR ( DIRECTOR )

Prof. JAMEEL PATHAN ( faculty Guide )

Findings: FINDINGS FOR CUSTOMER AWARENESS

FINDINGS FOR CUSTOMERS SATISFACTION

1.2 CUSTOMER SATIFICATION

Identify the customers

Identify needs &expectations

Develop action plan

Measures customer perception

IDENTIFY OUR CUSTOMER:

2.2 History of the Automobile Industry in India

2.3 The Importance of the Automobile Industry in India

4. Mahindra & Mahindra 5. Honda 6. Toyota 7. Volkswagen 8. Fiat

2.5 Growth rate of Indian Automobile Industry

2.6 Statistical data related to Domestic & Export sale

(Source: Secondary Data)

3.2 History 0f the Organization

Introduction of Jaya Hyundai:

Service Manager Mr.A.Pethshivnikar

Finance Manager Mr.P.Samleti

Spares Manager Mr.G.Ambh ore

Hierarchy of sales department:

General Manager Mr.N.S.Tuppekar

Sales Manager Mr.Rakesh Deshmukh

Team Leader Mr. K Pradyumna

Rickendra Singh Shah

Hierarchy of service department:

General Manager Mr.N.S.Tuppekar

Service Manager Mr.A.Pethshivnikar

Front office executive

Service Advisor Mr.D.V.Chakradhar Mr.R Sontakke

Body shop Mgr Mr.S.Ballal

C.R. Manager Mr. Gaikwad

Parts Manager Mr.G.Ambore

Denters Mr.J.Babarao Mr.Kamble Mr.Gore

Customer care executive Mrs.R.Balsekar Parts staff Mr.D.Vywahare Mr.P.Shedamkar

Responsibilities of service manager:

Responsibilities of service advisor: -

10. 11. 12. 13. 14.

Responsibilities of Customer Relation Manager:

1200cc kappa engine

1.2 sports model

1200cc kappa engine

1200cc kappa engine

Types Petrol 1.2 magna

Petrol 1.2 sports

Petrol 1.2 sports option Petrol 1.2 asta

Types Petrol VTVT

BHP 103bhp VTVT

White, Silky weige, Slik silver,

A/c, electronic power

White, Silky weige, Slik silver,

A/c, power sterring, 4

SOME MODELS OF HYUNDAI

2013 Hyundai Sonata

4.3 Research Design

CHAPTER 5 Data Analysis & Interpretation

Income Profile of Respondents

7% 43% 5-8 lakh 8-12 lakh

12-15 lakh Above 15 lakh