.

A Project Study Report On

CUSTOMER PROFILING & PURCHASE PARAMETERS
Conducted at

P.L. Hyunda ! "a pur

For the partial fulfillment of the degree Master Of Business Administration (Two Years Full Time Management Course)

Faculty of Management Studies Maharishi Arvind nstitute of engineering ! Technology"#ai$ur (Affiliated to %a&asthan Technical 'niversity)

S'BM TT() TO * Mrs. Divya Ahuja MAIET, aipur

S'BM TT() BY * Umesh Gour M!A "em#$rd %&'($#&'()* +TU +oll ,'.- (&mmt../00

ST')(+T,S )(C-A%AT O+

I Umesh Gour student of M!A "EM $ rd %&'($#&'()* here1y de2lare that I have 2ompleted a proje2t as summer training on the topi2 3 CUSTOMER PROFILING & PURCHASE PARAMETERS4 for the partial fulfillment of the degree of M!A 2ourse.It is my original 5or6 and it has not 1een 2opied from others.

7la2eDate-

Umesh Gour %"ignature*

PREFACE

Summer training project on the essence of gaining practical knowledge and experience on the role of trainee. I was able to get familiarized with the field component that will help me in the future. As rightly uote !It is good to ha"e enthusiasm but it is essential to ha"e training

#raining can be in all way of life.

AC.+O/-()0(M(+T

I e.press my sin2ere than6s to my proje2t guide, Mr. Mu6esh Agar5al, Manager, 7.8. 9yundai for guiding me right from the in2eption till the su22essful 2ompletion of the proje2t. I sin2erely a26no5ledge him for e.tending their valua1le guidan2e, support for literature, 2riti2al revie5s of proje2t and the report and a1ove all the moral support he had provided to me 5ith all stages of this proje2t. The true 2redit of my 2ompleting the 5or6 su22essfully goes to my fa2ulty guide

Mrs1 )ivya

Ahu&a 5ho 5ith her patien2e and 6no5ledge guided me through the proje2t. "he helped me
to understand tele2om industry, mar6ets, proje2t o1je2tives and e.e2ution.

I 5ould also li6e to than6 the supporting Fa2ulty for their help and 2ooperation throughout her proje2t.

Executive Summary
In today:s 5orld of highly 2ompetitiveness and 2hanging atmosphere, it is not so easy to 2arve a ni2he for oneself and stand on your o5n feet. As per the rule of the nature and "urvival of the fittest, this "I7 has taught me many important things that one needs to in2ul2ate 5ithin himself to fa2e the 2ut#throat 2ompetition. In my opinion the internship program of this 2urri2ulum is very pra2ti2al and important for learning the ne2essary s6ills for a 1right future of a student and it 5ill surely 1e helpful in the value addition to the 6no5ledge 1ase.

The study demonstrates ho5 of 2hallenges

e.2hanges are versatile

institutions,

5or6ing

a2ross a variety of developing 2ountry 2onte.ts, addressing a diverse range some rooted in a 2ountry;s histori2al lega2y, other arising 5ith the glo1ali<ation of the 5orld 2urren2y e2onomy. =hilst the featured e.2hanges are operated 1y the private se2tor, the role of government # esta1lishing an appropriate ena1ling frame5or6 and providing ongoing regulatory oversight # has 1een 2ru2ial in ea2h 2ountry. It 5as found that e.2hange ris6 management instruments # su2h as futures and options 2ontra2ts 2an 1e made a22essi1le to and usea1le 1y small 2lients to redu2e e.posure to pri2e and, potentially, produ2tion ris6s. The responsi1ility 5hi2h I have got in the form of this proje2t 1y the 2ompany, I have 2ompleted the proje2t in the 1est manner 5hi2h I 2ould do. I am enjoying 5or6ing 5ith 2ompany also. =ithout any dou1t in mind I 2an say that this opportunity of my life 5ill ne2essarily 1e 1enefi2ial for me and 5ill add a value in terms of s6ills and 6no5ledge that is going to help me in near future.

&

TABLE OF CONTENTS

S1+O1 4 7 9 ; < = 6 8 : 4>

C2A3T(% ndustry 3rofile Com$any 3rofile %esearch Methadology Analysis and nter$etation Swot Analysis Finding Suggestion Conclusion Bi?liogra$hy Anne@ure

3A0( +O1 456 8578 7: 9;5<6 <85<: => =7 =9 =; =<

'

INDUSTRY PROFILE
The Indian automotive industry has witnessed an unprecedented oom in recent year owin! the improvement in "ivin! standards o# the midd"e c"ass$ and a si!ni#icant increase in their disposa "e incomes% The industry is e&pected to touch the '( mi""ion mar)$ to which the commercia" vehic"e se!ment wi"" e a ma*or contri utor% Industry e&perts pe! the Indian +utomo i"e Sa"es !rowth at a compounded annua" !rowth rate ,-+.R/ o# 0%1 2 y end o# 3('(% India is the second "ar!est two4whee"er mar)et in the wor"d% Fourth "ar!est commercia" vehic"e mar)et in the wor"d% E"eventh "ar!est passen!er car mar)et in the wor"d% Fi#th "ar!est us and truc) mar)et in the wor"d , y vo"ume/% Envisa!ed to e the seventh "ar!est automo i"e mar)et y 3('5$ and wor"d6s third "ar!est y 3(7( , ehind on"y -hina and the US/%

Domestic Sales
The Society o# Indian +utomo i"es 8anu#acturers6 +ssociation ,SI+8/ estimates the sa"es #i!ures o# 9%1 mi""ion motorcyc"es$ 3 mi""ion cars ,inc"udin! 8P:s$ SU:s ; 8U:s/ and 0 mi""ion two4whee"er For year 3((<4(0 #isca"% -onse=uent"y$ India shou"d e a "e to contri ute a out 5 2 to the tota" !"o a" automotive industry output y end 3('(%

Automobile Domestic Sales Trends

,Num er o# :ehic"e/

Category
ve%icles

2003-04

2004-05
'&0 '&5!2

2005-0
'&'43&0!

200 -0!
'&3!#& #"

200!-0"
'&54#&""2

200"-0#
'&55'&""0

Total $assenger #02&0#

. Total commercial ve%icles T%ree (%eelers 2"4&0!" Total T(o 5&3 4&24# )%eelers 30!&" 2 &20#&! 5 35#&#20 !&052&3#' 403&#0# !&"5!&54" 3 4&!"' !&24#&2!" 34#&!'# !&43!& !0 2 0&''4 3'"&430 35'&04' 4 !&""2 4#0&4#4 3"4&'22

*+A,D T-TA.
Source/ www%osec%ch

&"'0&53!

!&"#!& 2#

"&#0 &42"

'0&'0#&03!

#& 54&435

#&!23&3#'

Passen!er :ehic"es -ommercia" :ehic"es Three >hee"ers Two >hee"ers

'1%052 7%012 7%52 95%?02

Source/ www%osec%ch

*ro(t% and Develo$ment o0 t%e 1ndustry

Auto sales in 200" and 200#/

Com$any 3aruti Su4u5i 6yundai 3a%indra 3a%indra *eneral 3otors S5oda 3a%indra +enault Total

December 200" 13$(30 '1$5(3 9$935 ?$(?' 973 393 <($?(3

December 200# 9'$((( 33$313 '5$000 <$31< '$''7 7(< ''0$07(

2 c%ange 79 ?7 '3( '(' 13 '7 ?0

Source/ www%osec%ch

.eading 8layers
8ro0ile o0 5ey Domestic 8layers/ ,ame o0 t%e com$any Tata 3otors .td 8arent com$any Lar!est commercia" vehic"e p"ayer in the country and one o# the "ar!est in the passen!er vehic"es 3a%indra 7 3a%indra .td se!ment% F"a!ship company o# the 8ahindra .roupB "ar!est p"ayer in the tractor se!ment -ut$ut -apacity @ '5(6((( units pa :o"umes @ '9'6<9( units in 3((? Operatin! income4 USA 7%< i""ion in 3((1 -apacity @ '316((( units pa :o"umes @ 506979 units in 3((? +rmada$ Co"ero$ -ommander$ 8arsha""$ 8a&&$ :oya!er$ Scorpio 8um ai$ Nashi) ,8aharashtra/ 3odels Sierra$ Sumo$ Sa#ari$ Indica$ Indi!o 8lants Pune ,8aharashtra/

in India

Operatin! income4 USA '%?9 i""ion in 3((1 -apacity @ 5?6((( units pa :o"umes @ '169<3 units Operatin! income4 USA '10%9 mi""ion in 3((? Operatin! Income 4 USA 013%0 mi""ion in 3((1

6industan 3otors .td9

+ -%D Cir"a !roup #"a!ship and one o# the o"dest auto companies in India%

Lancer$ +m assador$ -ontessa$ Tre))er$ RT:$ Pushpa)$ Pa*ero

Uttarpara ,>est Cen!a"/$ Pithampur ,8adhya Pradesh/$ Trive""ore ,Tami" Nadu/

As%o5 .eyland

Eindu*a !roup

8u"tia&"e vehic"es$ tractor$ ecomet$ en!ines$ :i)in! CSI$ :i)in! CS4II$ :esti u"e Cus$ 333 -N. us etc 8opeds 4 E&ce"$ -hamp$ T:S 1(Scooterettes 4 Scooty 8otorcyc"es 4 8a& '(($ :ictor$ -entra$ Fiero

Ennore$ two p"ants at Eosur$ the assem "y p"ants at +"war$ Chandara$ castin!s p"ant at Eydera ad Eosur$ 8ysore

T:S 3otor

T:S .roup

Operatin! Income 4 USA 5?'%0 mi""ion in 3((1

1+

;a<a< Auto

Ca*a* .roup

-apacity 4 3%13 mi""ion units pa Operatin! income 4 USA '%7 i""ion in 3((1

8otorcyc"es 4 Co&er$ -T '(($ Discover$ >ind$ -a"i er$ Pu"sar$ E"iminator Scooters 4 Spirit$ Sa##ire$ >ave

7 P"ants at +)urdi$ >a"u*$ -ha)an%

Source/ www%osec%ch

8ro0ile o0 5ey =oreign 8layers/ ,ame o0 t%e com$any 3aruti >dyog .td 8arent Com$any SuFu)i o# Gapan ho"ds a 1?%3 per cent sta)e in the company -ut$ut -apacity 4 1((6((( units pa :o"umes 4 ?936'33 units inc"udin! e&ports in 3((? Operatin! iIncome4 USA 3%? i""ion 6yundai 3otors 1ndia .td >ho""y owned su sidiary o# Eyundai 8otor -ompany$ S% Dorea in 3((1 -apacity 4 '1(6((( units pa :o"umes 4 '9'60(1 units Santro$ +ccent$ Sonata$ Terracan$ i4'($ i43($ Irrun!attu)ottai ,Tami" Nadu/ 3odels <(($ Omni$ +"to$ >a!onR$ Hen$ Ca"eno$ Esteem$ .ypsy$ :itara$ :ersa 3odels 8lants .ur!aon ,Earyana/

11

Daimler C%rysler 1ndia

'(( per cent su sidiary o# Daim"er -hrys"er .roup Su sidiary o# Fiat +uto Sp+

-apacity 4 '(6((( units pa :o"umes 4 '65?( units -apacity 4 1(6((( units pa :o"umes 4 '(6?3< units -apacity 4 '((6((( units pa :o"umes 4 ?16937 units -apacity @ 316((( units pa :o"umes @ '960<5 units -apacity @ 7(6((( units pa

E c"ass$ S c"ass$ - c"ass

Pune ,8aharashtra/

=iat 3otors

Uno$ Siena$ Pa"io$ Pa"io +dventure I)on$ 8ondeo

8um ai ,8aharashtra/

=ord 3otors .td

Ford 8otor -ompany$ the wor"dIs second "ar!est automa)er -o""a oration etween .enera" 8otors -orporation and -%D% Cir"a .roup o# companies Esta "ished in '001$ with Eonda 8otor -ompany$ ,Gapan/ and Sie" Ltd ,India/ ein! the )ey promoters% Goint venture etween Dir"os)ar .roup and Toyota 8otor

-hen!aipattu ,Tami" Nadu/

*eneral 3otors .td

+stra$ -orsa$ Swin!$ Forrester$ :ectra$ Sai"$ Optra$ -hevro"et Optra :o"umes 4 3($11( units -ity$ +ccord$ -R @:

Ea"o" ,.u*arat/

6onda Siel Cars 1ndia ?6SC1@

Noida ,UP/

Toyota Airlos5ar

-apacity @ 1(6((( units pa

:o"umes 4 ?3$1?0 units Jua"is$ -amry$ -oro""a

Cidadi ,Darnata)a/

12

S5oda Auto 1ndia

-orp S)oda +uto$ ased in -Fech Repu "ic$ is a part o# :o")swa!en !roup Goint venture etween Eero .roup$ the wor"dIs "ar!est icyc"e manu#acturers and the Eonda 8otor -ompany o# Gapan >ho""y owned su sidiary o# Eonda 8otor -ompany Ltd%$ Gapan

-apacity @ '(6((( units pa :o"umes @ 769'3 units -apacity 4 3%< mi""ion units pa Operatin! income 4 USA '%55 i""ion in 3((1

Octavia$ Laura

+uran!a ad ,8aharashtra/

6ero 6onda

8otorcyc"es 4 -D Dawn$ -D De"u&e$ Sp"endour$ Passion$ DariFma$ -CH$ +m itionStep Throu!h 4 Street

3 p"ants at Daruhera and .ur!aon

6onda 3otorcycle 7 Scooters 1ndia 8vt9 .td ?63S1@

Source/ www%osec%ch

-apacity4 3((6((( vehic"es per annum

Scooters 4 +ctiva$ Dio$ Eterno 8otorcyc"es 4 Unicorn

8anesar

'9

C-38A,B 8+-=1.E

A9 ;ac5ground and 1nce$tion o0 t%e com$any/

Shree Eyundai is one o# the dea"ership o# Eyundai 8otors India Limited in COD+RO% It was esta "ished in the year 3((9% >ith the openin! o# this venture$ customers may #ee" ease as they are havin! options to ta)e the view #rom either o# the show room% It seems 8r% C%D%8ishra

1$

decided to open this showroom in -has ,Co)aro/ area as there is no any passen!er vehic"e showroom in this area and it is !oin! to e the #uture usiness area o# the Co)aro% Shree Eyundai6 wor)in! phi"osophy is particu"ar"y ased on KPrepare emp"oyees #or the #uture deve"opments with deve"opments in their persona"ity%L +s competition is very much intense hence the mana!ement is wor)in! hard #or customer re"ationship to achieve #uture usiness !rowth% +s it is new"y opened or!aniFation hence as every other or!aniFation it is a"so #acin! some mana!ement pro "ems% 8ana!ement is tryin! to overcome a"" these pro "ems and achievin! systematic wor)in!s here% Each and every department is distin!uished #or the emp"oyees% Every emp"oyee is havin! its own desi!nation and *o pro#i"e and heMshe has to wor) under that pro#i"e on"y% For each se!ment o# the vehic"es$ Shree Eyundai is havin! its separate e&ecutives% Departments are connected throu!h "oca" area networ)s% The main aim o# mana!ement here is se"# deve"opment o# emp"oyees% So that$ they can e empowered #or the ene#it o# the or!aniFation and e a "e to ta)e #uture responsi i"ities% It starts with the *oinin! o# the emp"oyee in the or!aniFation% Initia""y$ they have to wor) under various departments ti"" hisMher pro ation period wou"d e over% They have to start their wor)s #rom the !round "eve"$ so that they can understand the rea"ity o# the usiness here% Dai"y reportin! at the mornin! and the evenin! ma)e them up to date with the o *ectives and their #uture tar!ets% The senior mana!ement )nows that how they are doin! their wor) and in which way they have to e directed%

+COUT E8IL Eyundai 8otor India Limited ,E8IL/ is a who""y owned su sidiary o# Eyundai 8otor -ompany$ South Dorea and is the "ar!est passen!er car e&porter and the second "ar!est car manu#acturer o# India% E8IL present"y mar)ets 1? variants o# passen!er cars across se!ments% These inc"udes the Santro in the C se!ment$ the i'($ the .etF Prime ; the premium hatch ac) i3( in the CN se!ment$ the +ccent and the :erna in the - se!ment$ the Sonata Trans#orm in the E se!ment and the Tucson in the SU: se!ment%

1%

Eyundai 8otor India Ltd$ continuin! its tradition o# ein! the #astest !rowin! passen!er car manu#acturer$ re!istered tota" sa"es o# 110$<<( vehic"es in the ca"endar year ,-Y/ 3((0$ an increase o# '?%? percent over -Y 3((<% In the domestic mar)et it c"oc)ed a !rowth o# '<%' percent as compared to 3((< with 3<0$<57 units$ whi"e overseas sa"es !rew y '(%9 percent$ with e&port o# 39($('9 units% E8IL current"y e&ports cars to more than ''( countries across EU$ +#rica$ 8idd"e East$ Latin +merica and +sia% It has een the num er one e&porter o# passen!er car o# the country #or the si&th year in a row% E8ILIs #u""y inte!rated state4o#4the4art manu#acturin! p"ant near -hennai oasts o# the most advanced production$ =ua"ity and testin! capa i"ities in the country% In continuation o# its commitment to provide the Indian customer with !"o a" techno"o!y$ E8IL commissioned its second p"ant in Fe ruary 3((< which produces an additiona" 7(($((( units per annum$ raisin! E8ILIs tota" production capacity to 5(($((( units per annum% E8IL has invested to e&pand capacity in "ine with its positionin! as E8-Is !"o a" e&port hu #or compact cars% +part #rom the e&pansion o# production capacity$ E8IL current"y has 3<5 stron! dea"er networ) and 1?( stron! service points across India$ which wi"" e #urther o"stered in 3('(% In Decem er 3((<$ E8IL "aunched the much awaited premium compact the i3( a#ter it had a !"o a" preview at the Paris 8otor Show in Octo er$ 3((<% In 3((0$ E8IL a"so "aunched the new #ace"i#t Sonata Trans#orm and the new :erna which are vast"y improved mode"s compared to the out!oin! mode"s% In 8arch$ 3((0 Eyundai i'( c"oc)ed the #astest 7 "a)h sa"es since its "aunch in Octo er$ 3((9% E8IL a"so ecame the on"y car manu#acturer to introduce +utomatic transmission across se!ments with the "aunch o# the i3( '%? Litre Petro" +utomatic% The i3( a"so simu"taneous"y !ot a power#u" '%? Litre -RDi en!ine in Gu"y 3((0% The i3( achieved the hi!hest sa#ety ratin! y the European N-+P% In Septem er 3((0$ E8IL introduced the new re#ur ished Santro with "u&urious interiors and improved e&terior #eatures% The Santro has een the hi!hest se""in! mode" #or Eyundai with more than '1 La)hs units so"d since its "aunch in India in '00<% Eyundai 8otor India in Decem er 3((0 a"so crossed the 31 La)h car production mi"estone%

1&

Eyundai 8otor India remains one o# the #astest !rowin! car manu#acturers in the country% The company6s overa"" per#ormance in the automo i"e sector was reco!niFed y the media as it was awarded with the presti!ious O8anu#acturer o# the Year6 award y oth UT:i +utocar -ar and NDT: Pro#it4-ar ; Ci)e in 3((0 E8IL has invested to e&pand capacity in "ine with its positionin! as E8-Is !"o a" e&port hu #or compact cars% +part #rom the e&pansion o# production capacity$ E8IL current"y has 31' stron! dea"er networ) across India$ which wi"" e #urther o"stered in 3((0%

;9 ,ature o0 ;usiness Carried/

Shree Eyundai is a dea"er o# cars o# Eyundai motors% The usiness carried y Shree Eyundai is o# dea"ership% It is an a"so an authoriFed service centre and it tota""y aims in se""in! cars oth passen!er and SU: vehic"es as per demand o# customers%

C9 :ision& 3ission and Cuality 8olicy/

31SS1-,/

The mission o# the Shree Eyundai is committed to deve"op the #irm as a i! competitor and service provider in the Ghar)hand Passen!er car mar)et%
:1S1-,/

The dea"er announced PInnovation #or -ustomersP as our mid@to "on!@term vision with #ive core strate!iesQ !"o a" orientation$ respect #or human va"ues$ customer satis#action$ techno"o!y innovation$ and cu"tura" creation% They desire to create an automo i"e cu"ture o# puttin! customer #irst via deve"opin! human@centered and environment@#riend"y techno"o!ica" innovation%

1'

C>A.1TB 8-.1CB/

Cased on a respect #or human di!nity$ it ma)e e##orts to meet the e&pectations o# a"" sta)eho"ders inc"udin! customers and usiness partners y ui"din! a constructive re"ationship amon!st mana!ement$ "a or$ e&ecutives and emp"oyees% +"so$ they #ocus on communicatin! their corporate va"ues con#idence #rom a"" sta)eho"ders% oth interna""y and e&terna""y$ and !ainin!

D9 8roducts 8ro0ile/
3-DE. :A+1A,T Ex-S%o(room 8rice ?As on '#D02D20'0@ ?1n +u$ees@
,on ADC ?S@ ,on ADC ?3@ *. ?S@ *. ?3@ *.S ?S@ 2& #&524 2&!2&#"5 3&34&#!' 3&3"&432 3&22&' " 3&5"& 2"

SA,T+-

*.S?3@

D-.ite ?S@ D-.ite ?3@ Era '9'. ?S@

3&3"&2! 3&4'&!5! 3&!3&5'4

1(

.
Era '9'. ?3@ 3agna '9'. ?S@ 3agna '9'. ?3@ 3agna '92. Aa$$a ?S@ 3agna '92. Aa$$a ?3@ 3agna '92.-AT ?3@ S$ort4 *.S'92. ?S@ 3&! &## 3&"!& #3 3&#'&'!4 3&##&!#4 4&03&2!5 4&4"&"!4 4&2!&0 ' 4&30&543 4&!2&# ! 4&"5&!4# 4&"#&23' 3& 2&2"' 3&#2&2"' 4&02&2"' 4&"3&### 5& 3&### &23&5## &"!&'## 5&03&#0' 5&24& 52 5&33&#00 &4 &03" !&20&"3" !& #&0!0 "&'"&# ! '3&30&0 ! '3& '& 3# '3&#2&#2! '4&43&#'!

1-'0

S$ort4 *.S'92. ?3@ S$ort4 *.S'92.-AT?3@ Asta *.S '92. ?S@ Asta *.S '92. ?3@ *.E '9' *:S '9'

*et4

*:S '9' ?'!5 tyreE rear s$oiler@ 3agna '92. Asta '92.

1-20

3agna Diesel '94. ?A;S@ Asta Diesel '94. Executive 133

Accent

*.E EC'9 :T:T '9 SF :T:T

:erna

'95 C+Di :*T '95 SF C+Di :*T Embera 3T ?.eat%er@ Embera AT ?=abric@ Embera AT ?.eat%er@

Sonata

Embera 290 C+Di

1)

.
Embera 3T ?=abric@ '2&#"&!" ' &# &''4

T>SC-,

C+Di

E9 Area o0 -$eration/
The #irm operates re!iona""y in the Ghar)hand circ"e% The showrooms are situated in the important mar)ets o# Ghar)hand that are Co)aro,Eead o##ice/$ Dum)a$ Ram!arh$ Ranchi and Puru"ia ,Cen!a"/% Cut the E8IL under which the dea"ership situated operates !"o a""y in oth Passen!er cars se!ments and SU:s se!ment%

=9 -(ners%i$ 8attern/
The #irm is private "imited #irm and the dea"ership is direct"y under the E8IL% -(ner G 3r9 ;9D9 3is%ra CE-- 3r9 ,ites% Aumar 3is%ra ;ranc% 3anager and 3anager SalesG 3r9 3anis% 8rasad

*9 Com$etitors 1n0ormation/
Car segment G 3aruti Su4u5i 84<(( had dominated the Indian car mar)et since it was "aunched in '0<?% The introduction o# new cars y competitors made the 84<(( "oo) o so"ete as it had not een chan!ed in any ma*or way #or over two decades% +part #rom the increased competition$ 8UL a"so had a #ew other pro "ems on its p"ate%

1*

There was a de"ay in settin! up o# a p"ant in India #or manu#acturin! diese" en!ines and transmission systems #or cars% The en!ines #or its diese" variants were imported #rom other countries$ and there were "imits on the =uantities it cou"d import% In the mar)et$ 8ULIs mode"s "i)e the Hen$ +"to$ >a!onR$ and Ca"eno were showin! mi&ed resu"ts%

>tility :e%icle segment G 3a%indra Marketing Strategy of Mahindra and Mahindra Limited for Scorpio In Gune 3((7$ IScorpio$I a sports uti"ity vehic"e ,SU:/ #rom 8ahindra and 8ahindra Ltd% ,8;8/$ a "eadin! Indian automo i"e company$ ce"e rated the #irst anniversary o# its "aunch% This one year *ourney had een =uite #ruit#u" #or Scorpio$ which had impressed many industry o servers and customers% + year a!o$ within the #irst ei!ht days o# its "aunch$ Scorpio had attracted over '($((( customers to its dea"er showrooms and over 7$((( customer en=uiries$ resu"tin! in '((( order oo)in!s% +ccordin! to company sources$ y the time it comp"eted its #irst irthday$ Scorpio had so"d '1$((( units across India% 8edia reports$ automo i"e enthusiasts and industry ana"ysts had a"" !iven the SU: e&treme"y positive reports% >ith demand #or the vehic"e !rowin! steadi"y$ 8;8 even had to increase its production #rom '$<(( units per month in 3((3 to 3$((( per month in Gune 3((7$ and 3$1(( per month y "ate 3((7% Than)s to the hi!h deci e" advertisin! support$ Scorpio had ac=uired hi!h rand reca"" amon! consumers% In #act$ it was said to e one o# the very #ew automo i"e rands in India that success#u""y oosted the ima!e o# their parent companies ,in this case 8;8/ as we""%

69 1n0rastructural =acilities/

The #irm has !ood in#rastructura" #aci"ities these areQ

2+

o It is situated in the main mar)et p"ace o# the Co)aro Stee" -ity% o The showroom has !ood #aci"ities such as P"ayin! area #or chi"dren who are comin! with the customers$ o .ood servicin! #aci"ities #or cars with advanced techno"o!ies$ o .ood entertainment #aci"ities avai"a "e #or customers who were wait durin! the servicin! o# their car$ o The showroom uses new techno"o!y in their mana!ement in#ormation system,8IS/%

19 Ac%ievement and A(ards/

o +chieved the most car se""er dea"ership in Ghar)hand% o >in the est car se""er award in Co)aro #rom -has -ham er o# -ommerce%

H9 )or5 0lo( 3odel/

,-S#./01 A221.A,3 /.405

21.,0SSI9: .6 .1401 .rder to /anufacturer

405I<01= .6 .1401S ,ustomer choose the payment option i.e.> car finance or cash.

60A#-10S Supply of cars from /anufacturer ,.5.-1 4eli"ery to Showrooms ;it in & days

7..8I9: .6 ,A1

After all 4ocumentation the car is finally deli"ered to customer 21

There are three road processes at a showroom% Pre4sa"es Sa"es Post @sa"es

+"" these are inter4re"ated to each other% The pre4sa"es process is very important ecause i# a customer has a satis#yin! e&perience durin! this process$ it !reat"y increases the chances o# him purchasin! the car #rom your showroom% +t this sta!e$ the customer is indecisive as to which car to uy and #rom where to uy%
;alk in 0n uiry #elephonic 0n uiry

2roduct 4emonstration

#est 4ri"e

T%e $re-sales activities include/

22

-o"d -a""in! and Identi#ication o# Prospects -reation o# -ustomer -ard +c=uire Dnow"ed!e a out 8UL Os ran!e o# cars$ competitor cars Dnow"ed!e a out other a""ied services "i)e #inance$ insurance$ pre owned cars$ e&tended warranty etc% Dnow"ed!e a out accessories$ ran!e o##ered$ prices etc% and a out preventive maintenance o# the car%

T6E SA.ES ACT1:1T1ES 1,C.>DE/ :isit the prospects Understandin! needs o# the prospects .ive a proposition to the customer% -reate interest and pre#erence #or 8UL .ive a detai"ed demonstration and test drive Provide c"ari#ication to =ueries and hand"e o *ections Fo""ow4up with the customer Secure order #rom customer O##er a""ied services "i)e #inance$ insurance$ accessories etc% +dvice customer on a"" matters re"ated to his car% In case there are too many Sa"es cases$ a specia" #ocus is re=uired to serve these customers since u"timate"y$ the customers are a"so the showroom6s customers and there are su!!ested ways to hand"e them%

A9 =uture gro(t% and $ros$ects/

Shree Eyundai6s #uture !rowth is very ri!ht ecause it is the new"y !rowin! #irm in the Co)aro mar)et% It is the division o# Ran*u automo i"es ,Pvt%/ Ltd% which is a"ready a we""

2$

esta "ished Ca*a* showroom in the Co)aro mar)et% The customers o# Co)aro is a"ready aware a out the Ran*u +utomo i"e ecause this is the very o"d #irm and dea"ership in Ghar)hand% Due to this customers are committed toward this dea"ership and due to this customers do not !o #or any other showroom o# Eyundai%

2%

29

3cAinseyIs !S 0rame(or5 /

ST+ATE*B Shree Eyundai6s mar)etin! strate!y is di##erentiated mar)etin!% Its primary consumer tar!et is midd"e to upper income pro#essiona"s who need true va"ue #or their money and com#orta "e ride in city conditions% Its primary usiness tar!et is midsiFed to "ar!e siFed corporates that want to he"p their mana!ers and emp"oyees y providin! them a car #or ease o# transport% Its secondary usiness tar!et is entrepreneurs and sma"" usiness owners who want to provide discounts to mana!ers uyin! a new car

2&

ST+>CT>+E -verall Structure o0 t%e S%ree 6yundai/

Managing )irector

C$ e1 E,ecut -e O11 cer #ranc$ Mana%er and Mana%er &'a(e' & )ar*et n%+

Corporate &E,c$an%e ! Hyunda Ad-anta%e Pre. O/ned Car'

Tea) Leader!S a(e'

F nance 0ept.

G0MS and #ac* O11 ce

Acce''or e' & Spare'

Ser- ce 0ept.

S.0. 1 S.0. 2 S.0. $

0mployee 1 0mployee 2 0mployee $

0mployee 1 0mployee 2 0mployee $

Sales 0xecuti"e s

S.0. % S.0. & S.0. ' S.0. (

Ser"ice 0mployees +1 to $+

SA1.. Shree Eyundai product is Passen!er -ars$ so they shou"d e hand"ed care#u""y% So it re=uired s)i""ed manpower #or hand"in!$ and s)i"" in the sense testin! o# cars% Trainin! wi"" e conducted in Eyundai Gamshedpur ,Ghar)hand/% For new"y recruited emp"oyees wi"" e !iven asic trainin! pro!ram #or '( wee)s% +nd '( wee)s trainin! wi"" e !iven #or emp"oyees #or *unior technica" o##icer$ a out machines% Trainin! wi"" e !iven to emp"oyees to )now a out the tota" #eatures o# cars in Shree Eyundai%

2'

STB.E
To$ do(n A$$roac%

The mana!ement acts with autonomy and independence in e&cercisin! strate!ic supervision$ dischar!in! its #iduciary responsi i"ities$ and in ensurin! that the company o serves the hi!hest standards o# ethics$ transparency and disc"osure%

8artici$ating A$$roac%

+t Shree Eyundai the mana!ement is participatin! in nature% +nyone in the company can put in their view points e#ore the mana!ement #or any improvement in the prospects o# the company$ manpower$ wor)in! environment$etcR%

SBSTE3 The mar)etin! department is divided into 1 Teams% For a"" the di##erent mar)etin! teams$ one Team Leader is assi!ned% The team "eaders ta)e care o# their team6s activities and report to the mar)etin! mana!er that is #urther reported to the -EO% The mar)etin! is tota""y tar!et ased and ased on tar!ets !iven y E8IL$ the tas) is distri uted to di##erent teams% The customers are hand"ed y the same personne" #rom the e!innin! to the end% Spot incentive Schemes etc is p"aced in the system to motivate the emp"oyees% The conversion and Tar!et #u"#i""ment is traced out via the so#tware%

STA== CATE*-+B Sa"es -onsu"tants Cac) O##ice ,-9 -= STA== '( (3 TB8E -= )-+A .enerate sa"es #rom mar)et 8aintain the data o# customers

2(

Finance Dept% Spares +nd +ccessories

(5 (?

8aintain the #inancia" data 8aintain the data and Stoc) o# parts and spares

-orporate and E&chan!e

(7

Dea" in a"" the pre4owned cars o# Eyundai

Service Dept%

?(

Servicin! o# cars and data maintenance o# Serviced cars in service station o# Shree Eyundai%

EDP

(5

8aintain Showroom data and customers comp"aints$ etc

DUTIES +ND RESPONSICILITIES OF ST+FF

To report himM her to duty at the p"ace to which heMshe posted% To under!o the prescri ed pro ation under speci#y period and under!o such trainin! and #or a period has may e arran!ed #or himMher and ac=uit himMher se"# credita "y in the trainin! imported to himMher% To o ey and a ide the ru"es$ re!u"ations$ service conditions and standin! orders which the may adopt$ prescri e$ #rame are issue #rom time to time to !overn its emp"oyees%

S6A+ED :A.>ES +evie( o0 Customer Care Activities9 The review o# customer care activities is done throu!h mornin! meetin!s and wee)"y meetin!s on customer care% The documents that are necessary durin! the wee)"y review areQ PSR re"ated$ Interna" SSI #orms re"ated$E8IL re"ated and other in#ormation re"ated%

2)

Customers 0or .i0e + wee) a#ter the de"ivery$ the concerned sa"es person must #i& an appointment with the customer and visit him a"on! with the service advisor% Ee shou"d persona""y hand over the photo!raphs c"ic)ed a"so the vehic"e6s re!istration certi#icate and try to ecome the customer6s car advisor #or "i#e and never "ose touch with the customer% S%o( +oom Ambience The hours o# operation$ outside and insides o# the showroom a"on! with reception$ car disp"ay area$ se""in! area$ customer "oun!e and de"ivery area shou"d e ta)en care o#% Customer 3eets Or!aniFin! customer meets he"ps in improvin! SSI$ he"ps in introducin! the wor)shop sta## to the customers and in !ettin! re#erra"s and there are !uide"ines #or the same%

2*

Analysis o0 =inancial Summary

$+

Part cu(ar'

2334.35 6 n (ace'7

2335.38 6 n (ace'7 2'21%++ 2'.' (&'$ 2'.1 121( )1+ $*.*% 1%&$ 2+2 (1& 1'*& 1+*%$ &'%

Sales ? nos@ :rowth in Sales ?nos@ ?A@ #otal Income :rowth in #otal Income ?A@ 2rofit before #ax 2rofit after #ax Share ,apital 1eser"es and Surplus #otal 4ebt 9et 6ixed Assets #otal Assets?9et@ /arket ,apitalisation 0conomic <alue Added?0<A@ 9E: RATIOS 5ong #erm 4ebtB0 uity .27I#CB9et salesDA .27#CCB9et SalesC?A@ 2rofit after Income?A@ taxB#otal

2+(+1%( 2$.% &**( 1&.& 1+(2 (2) $*.*% 1+** 1(& &)* 1$1% *(*( &'*

+ 1'.) 1&.' 12.1 (2.* *2.) %*.$ 2+ '1.* $'.& ).'

+ 1&.( 1%.' 1+.( '1.' )+.* $(.& 2+ &'.$ %+.' (.$

$1

1eturn on A"g. 0 uity ?A@ 1eturn on A"g. 0mployed?A@ ,apital

0<AB,apital 0mployed?A@ 4i"idend 2er Share ? 1s@ 4i"idend 2ayout ?A@ 0arnings 2er Share ?1s@ /arket <alueB7ook <alue

8articulars

Corres$onding nine mont%s ended December 3'& 200" '&#35&#"'

Bear ended 3arc% 3'& 200# ?Audited@ 2& 2'&400 <105%<' '$'91%'5 9$?3'%51

,o9 o0 =our-(%eelers Sold

.ross sa"esM Income #rom 5$715%3' operations LessQ E&cise duty Net sa"esM #rom operations Other income Total Turnover <9?%<0 Income 1$?<'%73

'(1%39 5&5" 95#

'?'%(7 !&5 29 "

Total Ex$enditure S+T M Decrease in trade

4& '0903

&25!9'4 ,'?%01/

UIncreaseV ,0%'?/ in stoc)

SCT -onsumption raw materia"s

o# 7$<?1%37

1$3'?%19

S-T Sta## cost SDT Other e&penditure

'01%(? 19<%0(

359%09 9<0%11

Interest ,net/ Depreciation

,(%51/ 57%(7

,'%(0/ <0%7<

$2

8ro0it 0or $eriod be0ore tax

t%e #'49'"

'&2'!925

Provision #or ta& 4 -urrent 4 De#erred

309%'' '7%9'

701%33 ''%15

,et $ro0it ?"-#@

0393

"'094!

Paid4up E=uity Share -apita" Face va"ue share ,Rs%/ per

70%0? e=uity 3%((

70%0? 3%((

Reserves e&c"udin! reva"uation reserve

'$?17%??

CasicMdi"uted per share

earnin!s 7(%33

?(%10

+!!re!ate o# non4 promoters shareho"din! Num er o# shares Percenta!e ho"din! ,to tota" ho"din!/

,Rs% 3%(( per share/ <0$0?1$19( o# ?1%(?2

,Rs% 3%(( per share/ <0$0?1$19( ?1%(?2

1nter$retation/

$$

$%

LEARNING E;PERIENCE
There was a !reat opportunity #or me to do my research wor) there% I was a part o# many promotiona" schemes in sa"es% Learnt a out the automo i"e sector$ company6s history$ how they promote the company$ how to mana!e sa"es dept to !et more sa"es$ etcR%

I started my research in the company and as we"" as I was "oo)in! at other wor)s that was a""otted to me% The est "earnin! e&perience was that I started #rom the very asics o# !ettin! the overa"" idea%

This he"ped me !et use#u" insi!ht and understandin! o# various automotive products$ the mar)et detai"s a out them and the ene#its provided y them to the customers% +part #rom the assi!ned ro"es and responsi i"ities$ the Cranch mana!er #aci"itated me with a trainin! which covers the sa"es and permotiona" schemes o# Shree Eyundai% and how they are arran!in! sa"es and how they ma)e strate!ies to increase sa"es$ a out their corporate cu"ture$ or!aniFationa" structure%

I had a very p"easant "earnin! their$ I !ot to )now a out corporate and its wor)in! sty"e o# di##erent departments% The !uide he"ps me to understand the customers in the Co)aro mar)et% In conc"usion$ I wou"d "i)e to state that y the e&perience o# this trainin!$ the theoretica" )now"ed!e has no meanin! without the practica" approach% Coth theoretica" and practica" )now"ed!e serves as the two #aces o# the same coin% This "earnin! e&periences is va"ua "e #or me ecause I !ot a opportunity to understand the mar)et situations and customer va"ues%

$&

+esearc% 3et%adology

A9 Statement o0 t%e $roblem/

The research is ased on the KStrate!y to Increase the Demand #or Eyundai motors Products and ServicesL% >hy their competitor6s sa"es are more than Shree EyundaiW Eow to mana!e our company to win #rom these competitors6W

;9 -b<ective o0 t%e study/

The o *ective o# the study is ToQ
Increase the sa"es o# the Shree Eyundai

y imp"ementin! di##erent

mar)etin! strate!y%
Understand the mar)et conditions #or Eyundai -ars% Study a out the strate!y o# its competitors in the mar)et% Di##erent promotiona" too" used y Shree Eyundai Study the consumer

ehaviour$ and perception a out the Eyundai

-ars%

Study a out the need o# improvement in e&istin! 8ar)etin! System% Study a out the di##icu"ties #aced y E&ecutives whi"e 8ar)etin! in the #ie"d%

$'

. To study a out the e##ectiveness ; e##iciency o# Shree Eyundai in

re"ation to its competitors

C9 Sco$e o0 t%e study/

Shree Eyundai6 wor)in! phi"osophy is particu"ar"y ased on KPrepare emp"oyees #or the #uture deve"opments with deve"opments in their persona"ity%L +s competition is very much intense hence the mana!ement is wor)in! hard #or customer re"ationship to achieve #uture usiness !rowth% +s it is new"y opened or!aniFation hence as every other or!aniFation it is a"so #acin! some mana!ement pro "ems% 8ana!ement is tryin! to overcome a"" these pro "ems and achievin! systematic wor)in!s here% Each and every department is distin!uished #or the emp"oyees% Every emp"oyee is havin! its own desi!nation and *o pro#i"e and heMshe has to wor) under that pro#i"e on"y% For each se!ment o# the vehic"es$ Shree Eyundai is havin! its separate e&ecutives% Departments are connected throu!h "oca" area networ)s% The main aim o# mana!ement here is se"# deve"opment o# emp"oyees% So that$ they can e empowered #or the ene#it o# the or!aniFation and e a "e to ta)e #uture responsi i"ities% It starts with the *oinin! o# the emp"oyee in the or!aniFation% Initia""y$ they have to wor) under various departments ti"" hisMher pro ation period wou"d e over% They have to start their wor)s #rom the !round "eve"$ so that they can understand the rea"ity o# the usiness here% Dai"y reportin! at the mornin! and the evenin! ma)e them up to date with the o *ectives and their #uture tar!ets% The senior mana!ement )nows that how they are doin! their wor) and in which way they have to e directed% Shree Eyundai tries to #ind out the answer o# ? critica" =uestions whi"e doin! its usinessB '% +re we easy #or customers to do usiness withW 3% Do we )eep our promisesW 7% Do we meet the standards$ we setW

$(

?% +re we responsive to customer needsW

D9 3et%odology/
The nature o# the pro*ect wor) has een descriptive as no hypothesis$ is ta)en to e tested% Thou!h the conc"usions drawn cou"d e ta)en as the hypothesis and #urther tested has een primari"y y the research wor) underta)en in the re"evant #ie"d% The ased upon the secondary sources o# data and whose

reason #or choosin! the descriptive research desi!n is the #act the pro*ect report authenticity cou"d e assured o#% The re"uctance o# the companyIs personne" in partin! with much o# in#ormation "ed the pro*ect report to e ased su stantia""y on the secondary source o# data% The sources o# data used in data co""ection are the #o""owin!Q

Pr )ary 'ource'
In order to !ather in#ormation a out the various products o# Shree Eyundai$ I persona""y visited a num er o# Showrooms and co""ected data pertainin! to the prices o# the cars o##ered% The mar)et visits were use#u" in )nowin! the comparative prices and =ua"ity o# the o##ered rands vis4versa the competitive rands% Detai"s re!ardin! the de"ivery o# the cars were co""ected and I a"so in=uired a out the various sa"es promotion schemes #o""owed showrooms in Co)aro% Cy interviewin! these dea"ers va"ua "e in#ormation was co""ected% I in=uired #rom them a out their mar)etin! advertisin! and sa"es strate!ies% y the three car

Secondary 'ource'
In#ormation was co""ected #rom secondary sources such as customer survey$ newspapers advertisements$ +utomo i"e news"etters$ etc%

$)

Ceside these the use o# Internet was a"so made in co""ectin! re"evant in#ormation% The data co""ected #rom the a ove mentioned sources has in#ormation !athered inc"udedQ

een

ade=uate"y structured and used at appropriate p"aces in the report% The

Their annua" reports% Pamph"ets% Posters% Press c"ippin!s% News re"eases% News"etters% Pictures%
E&chan!e schemes% Loan #air%

E9 Sam$ling /
8o$ulation/ The popu"ation considered #or this research type is the overa"" !enera" uyers whoQ4 a% P"annin! to #irst time% % +re p"annin! to rep"ace their o"d #our whee"er with a more satis#yin! product type% c% Fi"" the need o# #our whee"er% d% -an a##ord a car however do not #i"" the need o# uyin! one% In short we can mathematica""y say that it is a !enera" set which uyer o# #our uyers% uy #our whee"er,one time payment or E8I/ #or the

inc"udes a"" the set and su 4sets o# potentia"

,on $robability sam$ling/

$*

Non4pro a i"ity samp"in! provide a non4 scienti#ic techni=ues o# drawin! samp"e #rom the popu"ation accordin! to non4particu"ar "aws o# chance in which each unit in the universe has ,o de0inite $re-assigned $robability o# ein! se"ected in the samp"e% in short it is the purposes o# su *ective or *ud!ment samp"in!%

The samp"in! desi!n I used here is convenient sam$ling ecause it is ased on the se"ected customers i%e%$ previous customer o# Eyundai$ the customers who are p"annin! #or new cars and customers who came in showroom #or en=uiry o# Eyundai -ars% I was se"ected the convenient samp"in! ecause it was not easy to survey a"" customers% Sam$le si4e/ The samp"e siFe shorted out #rom the popu"ation ,universe set/ is '(( nos% to draw the conc"usion o# the study%

=9 .imitations o0 study/
Since the road to improvement is never endin!$ so this study a"so su##ers #rom certain "imitations% Some o# them are as #o""owsQ Cecause o# i""iteracy$ it was a time consumin! method in which continuous !uidance was re=uired% Juestionnaire method invo"ves some uncertainty o# response% -o4 operation on the part o# in#ormants$ in some cases$ was di##icu"t to presume% The pro*ect was "imited to a period o# '( wee)s and is done pure"y #or the academic purpose% It is possi "e that the in#ormation supp"ied y the in#ormants may e incorrect% So$ the study may "ac) accuracy%

%+

%1

+N+LYSIS M DESI.NQ
T%e data given belo( (as based on t%e Juestions (%ic% are as5ed during t%e survey9

C9'9 )6B S6->.D B-> -8T A =->+ )6EE.E+K Table ,o '/ S%o(ing (%y $eo$le o$t a 0our (%eeler/ ,eed Com0ort Status Stylis% Total ,o9 o0 +es$ondents 7' '' ?< '( '(( 8ercentage 7'%( ''%( ?<%( '(%( '((%(

*+A86 ,o9 '/ S%o(ing t%e (%y $eo$le o$t 0or a 0our (%eeler/

1nter$retation/ The a ove !raph revea"s that ?<2 o# the respondents opt #our whee"er #or status$7'2 o# respondents #or the need on the re!u"ar ases$''2 o# the respondents opt #or com#ort o# service$ and '(2 o# the respondents opt #our whee"er #or the sty"e

%2

C929 6-) B-> A)A+E A;->T 6B>,DA1 CA+SK Table ,o9 2/ 6o( Customers are a(are o0 6yundai carK ,o9 o0 +es$ondents T: Ads Existing customers 3aga4ines =riends 1nternet Total 77 3' 3? '3 '( '(( 8ercent 77%( 3'%( 3?%( '3%( '(%( '((%(

*+A86 ,o92/ s%o(ing 6o( Customers are a(are o0 6yundai car/

1nter$retation/ From the a ove !raph shows that 772 o# the respondents came to )now o# Eyundai car throu!h T: ads$ 3?2 o# the respondents throu!h ma!aFines$3'2 o# the respondents

%$

throu!h the e&istin! customers and '32 o# respondents #rom #riends$'(2 o# respondents throu!h internet% The a ove !raph e&p"ained that ma*ority o# respondents are T: ads and 8a!aFines%

C939 )%at is your $erce$tion about 6yundai motorsK Table ,o9 3/ S%o(ing Customer 8erce$tion about 6yundai 3otors/ 8articulars ,umber o0 +es$ondent 8ercentage ;EST ?7 ?72 *--D 35 352 -+D1,A+B '9 '92 ,- C-33E,T ( (2 8--+ '? '?2 )-+ST ( (2 8--+EST ( (2 T-TA. '(( '((2

*+A86 ,o93/ S%o(ing Customer 8erce$tion about 6yundai 3otors

%%

1nter$retation/ The a ove !raph revea"s that est perception comes #rom ?72$ 352 have !ood perception a out the Eyundai car and rest y '92 have ordinary $'?2 have poor perception%

C949 )%at is t%e standard o0 cars in 6yundai 3otorsK Table ,o9 4/ S%o(ing result about standard o0 6yundai cars/ 8articular Excellent ;etter *ood ,o Comments 8oor )orst 8oorest T-TA. ,umber o0 res$ondent '3 73 37 (< 37 3 ( '(( 8ercentage '32 732 372 <2 372 32 (2 '((2

*+A86 ,o9 4/ S%o(ing result about standard o0 6yundai cars/

%&

1nter$retation/ The a ove !raph showin! the standard o# Eyundai cars%'32 customers says the standard is e&ce""ent$ 732 says etter$ 372 says !ood standard$ <2 no !ave any comment on this ut 312 customer says the standard is poor or worst%

C959/ -n t%e basis o0 $rice and 0eature com$arison& is 6yundai 3otors economicalK Table9 ,o95/ S%o(ing is 6yundai cars are economical according to its $rice and 0eatures/ 8A+T1C>.A+S Extremely Agreed 6ig%ly agreed Agreed ,o Comments Disagreed 6ig%ly disagreed Extremely disagreed ,o9 o0 res$ondents 3( 7( 31 '3 '7 ( ( $ercentage 3(2 7(2 312 '32 '72 (2 (2

%'

*+A86 ,o9 5/ S%o(ing is 6yundai cars are economical according to its $rice and 0eatures/

1nter$retation/ The a ove !raph showin! is Eyundai cars is economica"% 3(2 o# pu "ic is e&treme"y a!reed with this statement$ 7(2 is hi!h"y a!reed$ 312 is a!reed and rest o# peop"es answer is ne!ative% C9 9 )%at is your $erce$tion about t%e maintenance cost o0 6yundai carsK Table ,o9 / S%o(ing Customers 8erce$tion about t%e 3aintenance Cost o0 6yundai / 8articulars >nder Customer Strengt% Economical Trendy Sa0ety ,umber o0 +es$ondent 7( 37 70 1 8ercentage 7(2 372 702 12

%(

Etc T-TA.

7 '((

72 '((2

*+A86 ,o9 / S%o(ing Customers 8erce$tion about t%e 3aintenance Cost o0 6yundai /

1nter$retation/ Eere 7(2 customer6s says maintenance cost is under customer stren!th$ 372 says it is economica"$ 702 says trendy$ rest o# customers says sa#ety and others%

C9!9 )%ic% 0eature o0 6yundai cars attract you moreK Table ,o9!/S%o(ing (%ic% 0eature attract more customer/ 8articulars ,umber o0 +es$ondent .uxurity 7( 8rice 3( Sa0ety 3( Style 7 Trend '5 Etc '?

8ercentage 7(2 3(2 3(2 '52 '?2

%)

*+A86 ,o9!/ S%o(ing (%ic% 0eature attract more customer/

1nter$retation/ 7(2 peop"e "i)e Eyundai cars due to "u&urity$ 3(2 due to price$ 3(2 due to sa#ety and rest due to sty"e ; trend and rest o# others% C9"9 =or $assenger segment& (%ic% is t%e %ig%ly considerable com$etitor 0or 6yundai 3otorsK Table ,o9 "/ S%o(ing (%o %ig%ly considerable com$etition (it% 6yundai/ Com$etitors 3aruti 6onda Tata S5oda C%evrolet =ord Toyota 373 Total ,umber o0 +es$ondent ?1 '( '? (< '3 9 ' 7 '(( 8ercentage ?12 '(2 '?2 <2 '32 92 '2 72 '((2

%*

*+A86 ,o9"/ S%o(ing (%o %ig%ly considerable com$etition (it% 6yundai/

1nter$retation/ 8ost o# pu "ic6s perception a out competition was$ 8aruti is the i! competitor o# Eyundai$ rest o# companies has "itt"e competition due to the mode" o# cars$ Eyundai is on"y passen!er car manu#acturer this is the reason%

C9#9 1n term o0 ne( designs o0 car& (%at is t%e status o0 6yundai motorsK Table ,o9#/ S%o(ing t%e $er0ormance o0 ne( car design/ 8articulars ,umber o0 +es$ondent Excellent '9 ;etter ?9 *ood 3' ,o Comments 3 8oor 7 )orst 9 8oorest 7

8ercentage '92 ?92 3'2 32 72 92 72

&+

*+A86 ,o9#/S%o(ing t%e $er0ormance o0 ne( car design/

1nter$retation/ + ove !raph showin! the per#ormance o# Eyundai6s new car desi!n% '92 pu "ic says its new mode"s are e&ce""ent per#ormance$ ?92 says etter and 3'2 says !ood per#ormance rest o# says not !ood or poor per#ormance%

C9'09 6o( (ould you rate 6yundai 3otors on t%e 0ollo(ing $arameterK Table ,o9'0/ +ating o0 S%ree 6yundai / 8articular Strongly Disagree ,o Disagree Comments Dnow"ed!ea "e Sa"es Person ( ' ( Emp"oyees spent enou!h time ( ( ( with you KCe#ore Sa"esL Emp"oyees spent enou!h time ( 3 (

Agree 7 7 '

Strongly Agree ( ' '

&1

with you KDurin! Sa"esL Emp"oyees spent enou!h time with you K+#ter sa"esL Disp"ay o# 8erchandise is attractive +vai"a i"ity o# the product :arietyMSe"ection o# merchandise :ehic"es in !ood condition Prices are a##orda "e +ttractive discounts o##ered DXcor o# the waitin! area is p"easin! O##ered a test drive Post sa"es #o""ow ups are done re!u"ar"y Responds to comp"aints =uic)"y Service at Eyundai service station is e&ce""ent -are#u" with persona" in#ormation +"" the commitments are #u"#i""ed :a"ue #or money T-TA.

7 ' 7 ( ( 3 ( 7 ( ( ( ( ( ( ( '2

( ' ( ( ( ' ( ( ( 3 ' ( ( 7 ( '0

7 3 ( ( ( ( ( ( ( ' 3 3 ( ' ( ''

' 3 7 ( 3 7 1 3 7 3 3 7 ( 3 ' 3"

' ( 3 ( ' 7 7 ' 3 ' ' 7 ( 1 ? 2#

*+A86 ,o9 " +ating o0 S%ree 6yundai /

&2

1nter$retation/ The ratin!s that 302 o# stron!"y a!ree and '(2 disa!ree $ '32 say stron!"y disa!ree and ''2dont have comments$ 732 a!ree to the ratin!s%

C9''9 Are you a(are o0 t%e 0ollo(ing 0acilities $rovided by 6yundai motorsK Table ,o9''/ S%o(ing t%e a(areness about =acilities o0 S%ree 6yundai/ 8A+T1C>.A+S BES ,6yundai 1nsurance '( 3 Extended )arranty 0 '3 True :alue ? ( 6yundai =inance 5 5 Autocard '? '3 *enuine Accessories '5 0 *+A86 ,o9 #

1nter$retation/ The #i!ure showin! on"y 102 peop"e are )now a out the o##ers and #aci"ities o# the Shree Eyundai$ rest o# them don6t )now%

)%y $eo$le s%ould %ave to $urc%ase a 6yundai cars/

&$

Com$aring 6yundai Santro (it% )agon +& 1ndica And =iat 8alio/ 6yundai Santro Fing *.S *eneral =eatures 3aruti Su4u5i )agon + .F Tata 1ndica :2 D.E =iat 8alio Stile '9' G ;S 111 S.E

8rice ?ExS%o(room 3umbai@ =eatures Air Conditioner 8o(er )indo(s 8o(er Steering Anti-.oc5 ;ra5ing System .eat%er Seats CD 8layer S$ecs -verall .engt% ?mm@ -verall )idt% ?mm@
6yundai Santro Fing *.S 3aruti Su4u5i )agon Tata 1ndica :2 D.E- ;S + .F 111 =iat 8alio Stile '9' S.E +s9 3& "&""# +s9 3&24&! # +s9 3&'3&553 +s9 3& 3&3 !

35 5

3520

3 !5

3"2!

'525

'4!5

'

' 20

&%

-verall 6eig%t ?mm@ Aerb )eig%t ?5g@ 3ileage -verall Seating Ca$acity ?$erson@ ,o o0 Doors Dis$lacement

'5#0

'

'4"5

'440

"54

"25

##5

##0

'!9

'3

'39 4

'2924

'0"

'0 '

'405

''0"

?cc@ 8o(er ?8SLr$m@ TorJue? ,mLr$ m@ Transmission Ty$e *ears 3inimum Turning +adius ?meter@ Tyres
'55D!0 +'3 '55D"0 +'3 ' 5D 5 +'3 +adial ' 5D"0 +'3 494 49 49# 59'

3L5500

4L 200

54L5500

5!L5250

"#L3000

"4L3500

"3L2500

#2L2!50

3anual

3anual

3anual

3anual

&&

)%eel ;ase ?mm@ *round Clearance ?mm@ =ront Trac5 ?mm@ +ear Trac5?mm@ =ront .egroom ?mm@ +ear .egroom ?mm@ ;oot S$ace ?liter@ *ross :e%icle )eig%t ?5g@

23"0

23 0

2400

23!3

' 5

' 5

'!0

'!0

'3'5

'2#5

'4'5

'300

'2#0

'3!"

'0"0

#"5

'2#0

"00

"#0

#!0

"30

2'"

2'!

2 0

'250

=uel Economy 3ileage 6ig%(ay ?5mDliter@ 3ileage City ?5mDliter@ 3ileage -verall ?5mDliter@
209' '! '!94 '59

' 9"

'2

'29!

''94

'!9

'3

'39 4

'2924

&'

Ca$acities Seating Ca$acity ?$erson@ =uel Tan5 Ca$acity ?liter@ ,o o0 Doors

35

35

3!

4!

8er0ormance 3aximum S$eed ?5m$%@ 0-'005m$% ?seconds@ 'D4 3ile ?seconds@ '005m$%-0 ;ra5ing ?meters@ "05m$%-0 ;ra5ing ?meters@

'4'

'45

'35

'3'

' 9#

'!94

259!

2'

209

2'92

229

2095

!293

5'9

5592

3 9

33

Engine
4!5 1D1 (it%

Engine Ty$eD3odel

6yundai E$silon =C Engine Engine

3icro$rocessor based Engine 3anagement System ?EC>@

'9' . =1+E

&(

Dis$lacement ?cc@ :alve 3ec%anism ;ore ?mm@ Stro5e ?mm@ Com$ression +atio ,o o0 Cylinders ?cylinder@ Cylinder Con0iguration :alves $er Cylender ?valve@

'0"

'0 '

'405

''0"

S-6C

D-6C

S-6C

"95 !! !2

!0 !2

"9#

22

#9

1nline

1nline

1nline

1nline

Distributorless

1gnition Ty$e

1gnition System ?D.1@

;loc5 6ead 3aterial =uel Ty$e

Aluminium

8etrol

8etrol

Diesel

8etrol Electronic 3ulti$oint

=uel System

38=1

38=1

(it% 32 bit micro$rocessor

&)

Transmission Transmission Ty$e *ears Clutc% Ty$e =inal +eduction *ear +atio Sus$ensions
1nde$endent )%eel&

3anual

3anual

3anual

3anual

5 Stic5 gear s%i0ting 7 =reJuent clutc%

39"

=ront Sus$ension

3c8%erson Sturt (it% Stabili4er bar

3c8%erson Sturt (it% torsion ty$e roll control device

1nde$endent& (is% ;one ty$e& (it% 3c8%erson Sturt& Antiroll bar

3c8%erson ty$e (it% lo(er (is%bone anc%ored to cross member& coil s$ring

Torsional ;eam

Coil s$ring& gas 0illed s%oc5 absorber (it% 3 lin5 rigid axle and isolated trailing arms

1nde$endent& Semi trailing arm (it% coil s$ring mounted on %yduralic s%oc5 absorber

Torsion axle& coil s$rings& stabili4ing bar and telesco$ic dual e00ect s%oc5 absorber

+ear Sus$ension

Axle& 3 .in5 o00set coil s$ring

Steering Steering Ty$e 8o(er Assisted 3inimum Turning +adius

+ac5 7 8inion (it% 8o(er Assist Standard 494 ,on-$o(er steering +ac5 7 8inion +ac5 7 8inion

,DA 49

,DA 49#

Standard 59'

&*

?meter@ ;ra5es
Dual circuit& diagonally 6ydraulic& dualdiagonal s$lit& servo assisted :entilated Disc Drum bra5e& Auto Ad<usting Ty$e

;ra5e Ty$e

A;S

"M booster- assisted

s$lit& vaccum assisted (it% 8C+ valves

=ront ;ra5es +ear ;ra5es

:entilated Disc

Discs

:entilated Disc

Drum bra5e

Drum

Drum

)%eels and Tyres )%eel Ty$e )%eel Si4e Tyres

Tubeless tyres '3 inc% '55D!0 + '3 Steel '3 inc% '55D"0 +'3 '3 inc% ' 5D 5 +'3 +adial Steel 590 ; x '3 inc% ' 5D"0 +'3

'+

Com0ort/ . ADC (it% -4one- 0riendly +'34a gas 6eater 4 S$eed ;lo(er =an +emote 0uel lid o$ener +emote tail gate release Clutc% 0oot rest 8o(er steering 1nternally ad<ustable -+:3s =ront $o(er (indo(s .o( 0uel (arning

Com0ort/ Air conditioner (it% %eater =ull 0lat 0ront seat +emote 0uel lid o$ener

Com0ort/ AC System Cu$ %older in glove com$artment Digital cloc5 .o( 0uel and %ig% engine tem$9 (arning lam$ +emote 0uel lid o$ener and tail gate release Tac%ometer Tinted (inds%ield& door and tail gate glass

Com0ort/ AC 8o(er steering .o( 0uel (arning lam$ '2 : accessory soc5et Cu$ %older +emote 0uel lid o$ener +emote tail gate o$ener 6eater Central loc5ing 8o(er (indo(s 0ront

Exterior Exterior

Exterior Exterior Clear %eadlam$s 7 tail lam$s Tinted glass -utside rear vie( mirror ?+ 7 .@ )%eel %ub ca$ =ront (i$er ?2 s$eed E intermittent@ +adial tyres C%rome surround centre grille C%rome $lated stri$ on %ood Clear lens %ead lam$ Clear lens side re$eater lam$s Clear lens tail lam$s )%eel arc% 0lairs 7 still valence cover ?;lac5@ )%eel cover ?%al0@

Clear %eadlam$s T(in clear rear combination lam$s Driver 7 $assenger -+:3 All around tinted glass ;ody coloured bum$er Detac%able blac5 bum$er moduling )aistline modeling C%rome radiator grille ,e( body colour ;ody colour coordinated seat 0abric ;ody colour radiator grille

Double barrel clear lens %alogen %eadlam$s 1nternally ad<ustable -+:3 =ull (%eel cover =ront 0og lam$s ;ody coloured bum$ers

1nterior 1nterior

All 0our door

;lac5 dial instrument '1 cluster

Com$etition (it% )agon +& 1ndica :2 and $alio/ +s we can see #rom the avai"a "e data$ Uni=ue Se""in! Points can e created #or Santro &in!% The points cou"d e created #rom the #o""owin! aspectsB a% On"y in Santro$ we are havin! +- with OFone #riend"y with ? speed "ower #an which a"ways ta)e #reshment in oth Driver and passen!ers% % On"y in Santro$ we wi"" #ind +$ C ; - pi""ar trims$ which shows interior more "u&ury% c% >e are eatin! other mode"s in overa"" "en!th% In overa"" hei!ht on"y >a!on R is eatin! us% Cut we can convince our customers y showin! them that this much o# hei!ht is use"ess #or Indian customers% d% The actua" se""in! point wou"d e Santro mi"ea!e capacity$ which is the hi!hest as compared to competitors% +nd our Indian customers are very much )een a out this #actor% e% Power and tor=ue is hi!hest #or the Santro$ which ma)es it "ucrative option #or thri"" "overs% #% .round c"earance is hi!hest #or Santro$ which is very much suita "e #or Indian roads% !% For on"y Santro$ we are havin! rac) and pinion steerin! with power assisted whi"e others are havin! either rac) and pinion or power steerin!% h% On"y #or Santro$ we are havin! +CS$ which ma)es it suita "e #or each and every type o# road condition% The i!!est cha""en!e #or every mar)eter is that K-ustomers cou"d not e satis#ied a so"ute"yB this is or!aniFation peop"e responsi i"ity to convince the customer to purchase our productL% To e compati "e in these descri ed situations we have to #o""ow the e master word #or every or!aniFation to compete with riva"s @ KFee" that we a"" are mem ers o# the #ami"y in this or!aniFation and we wi"" he"p to each other as a #ami"y mem erL%

'2

'$

S)-T A,A.BS1S

ST+E,*T6/ Second "ar!est manu#acturer o# Passen!er vehic"es in India due to this customers are attracted towards the company in Co)aro%% Ran*u +utomo i"es Pvt% Ltd% is very o"d #irm in Co)aro due to this customers o# Co)aro area and its surroundin!s aware a out this% )EAA,ESS/ SU: car has on"y two mode" i%e%$ TU-SON and TERR+-+N which is #ewer avai"a "e in India due to uneconomic and out o# reach #or midd"e c"ass Fami"ies% 8anu#acture on"y Passen!er vehic"es ut some mode"s are not economic such as :erna$ +ccent$ etc -88-+T>,1TB/

'%

Shree Eyundai has opportunity to !row as a i! competitor in Ghar)hand automo i"e sector% I# the cars are more economic then the sa"es wi"" e more oom and the company turn into #irst position in Indian automo i"e sector and win #rom their competitors i%e%$ 8aruti SuFu)i$ Tata 8otors$ .8 and 8;8% T6+EATS/ +is5 =actors In the course o# its usiness$ Eyundai is e&posed to a variety o# mar)et and other ris)s inc"udin! the e##ects o# demand dynamics$ commodity prices$ currency e&chan!e rates$ interest rates$ as we"" as ris) associated with #inancia" issues$ haFard events and speci#ic assets ris)% >henever possi "e$ we use the instrument o# insurance to miti!ate the ris)% T%reats 0rom Com$etitors o 8aruti Udyo! Limited 8aruti SuFu)i6s is a"so the o"d car showroom in Co)aro due to this the competition is hi!h with Shree hyundai

'&

=1,D1,*S =+-3 S>+:EB

+ccordin! to the survey the customers who are a"ready the customer o# Eyundai cars are satis#ied with the service o# Shree Eyundai$ and the pu "ic who are p"annin! to purchase a new car shou"d !o #or Eyundai ecause the cars in Eyundai is economica" in price$ "u&urious in "oo)$ com#orta "e$ and trendy in desi!n% These #eatures a"so attract our youn! a!e !roup due to the new desi!n$ trendy "oo) and sty"e% The #o""owin! are the #indin!s I point out #rom my studyQ '% -ustomers are a"ways demandin!$ ut they don6t have to "oose their patients$ ecause customer is the .od #or us% I# they are creatin! pro "ems$ then a"so we have to c"ear a"" matters with smi"e and patients% 8a)e them understand #u""y that what are the pro "ems and avai"a "e so"utions #or that pro "em% 3% They are not here to provide comparisons% They have to provide test drive to those customers on"y which seem to e the competent customers% 7% They have to ma)e their customers understand a out their own need and avai"a "e options to satis#y their needs% -ustomers shou"d e )nown that money discount is not as important as their persona" satis#action% ?% They have to inte!rate the operations o# our a"" departments$ so that each and every department can he"p in operation o# every department and understand other department6s wor)% 1% Each and every emp"oyee shou"d e havin! wor)in! )now"ed!e o# each and every

department$ hence *o rotation is etter option #or this% 5% The mana!ement has to understand persona" needs o# the sa"es and mar)etin! peop"e$ hence wee)"y !et to !ather with top mana!ement shou"d e there a out technica" and persona" pro "ems #or the emp"oyees where everyone wou"d e #ree to e&press hisMher thou!hts% 9% >hen they shou"d e havin! #irst meetin! with customer$ initia""y they have to ma)e them understand a out #inancia" conditions #or avai"a "e an)in! and non an)in! companies% Then a#ter they have to !ive them p"an #or #inancia"%

''

<% They shou"d e havin! one printed in#ormation a out a"" #orma"ities #or the #inance and it shou"d e !iven to the customer so that it wou"d e he"p#u" to the customer whi"e summin! up documents #or #inance% 0% The customers who are havin! discontinued an)in! operations they shou"d e !iven support y ma)in! a""iance with re"ated an)s$ so that it wou"d e easy #or the customers to !et "oan% '(% E&ecutives may have to chec) that a"" documents they are sendin! to the department% ''% +"" re"evant in#ormation shou"d e same #or a"" sections and a so"ute% '3% First o# a""$ they have to provide one more emp"oyee to the e&chan!e department% Eence$ when 8r% R%D% Sin!h,corporate and e&chan!e dept/ wou"d not e #ree then he can mana!e the dea"% '7% -ustomers wi"" not understand the technica"ity and mar)et conditions hence we have to ma)e them understand that what they are !ettin! that wou"d e the est in the condition%

'(

'9 S>**EST1-,S/

A%%re'' -e Ad Ca)pa %n< Shree 3yundai should put a few hoardings in different areas in 7okaro and also ad"ertise effecti"ely in local cable channel.

Educat n% t$e cu'to)ner'< Shree 3yundai should maintenance of the "ehicle. educate the customers about the

Attract -e 'c$e)e'< :i"e few attracti"e schemes at the time of after sales ser"ices. 5ike gi"ing uick ser"ice and charging them reasonably.

Per'ona( touc$ / t$ t$e cu'to)er'< Asking the customers to come regularly for ser"icing e"en after the warranty period.

')

C-,C.>S1-,/
The report has hi!h"i!hted the importance o# providin! the hi!hest customer satis#action and how it a##ects the sa"es% Thou!h in the month o# Decem er$ the sa"es were down$ y deve"opin! competitive strate!ies and y de"iverin! hi!h c"ass products and services$ Popu"ar :ehic"es and Services were a "e to )eep their sa"es momentum% The report emphasiFes the importance o# customer "oya"ty to deve"op the usiness% The study which we conducted on the Four whee"er automo i"e sector is a very important topic o# automo i"e sector% +#ter deep research$ ana"ysis and !ettin! in#ormation a out companies as #ormu"ated that the #our whee"er automo i"e companies achieved success in the mar)et% Throu!hout the study we #ound the #our whee"er manu#acturer havin! very new and modern techno"o!y in their i)es$ they have a !ood mar)et share in India$ many o# +utomo i"e companies "i)e 8aruti SuFu)i$ Tata 8otors$ 8;8$ Fiat$ Ford$ etc are a"so !ivin! "ar!e competition% -onc"udin! the per#ormance o# the company re"ated to #our whee"er sector in India$ !ettin! their mar)et share and !rowth and what are services they are providin! a#ter sa"es%

'*

Eyundai 8otors has mana!ed to put in spectacu"ar per#ormance !oin! #rom stren!th despite increase in competitionB the companyIs sa"es have witnessed an uptrend$ re!isterin! an avera!e !rowth o# ?32 in the three years under review% Eyundai 8otors has mana!ed to achieve this ecause its stron! rand ima!e and proven product =ua"ity underpinned the per#ormance !rowth in recent years% +part #rom the stron! rand PSantroP the companyIs per#ormance across the spectrum o# the Passen!er car mar)et he"ped it e&p"oit the !rowin! demand #or 14stro)e -ars%

(+

A'(ST O++A %(
Than6 you for your 6ind 2ooperation ,ame >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

7rofession>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Age ?onta2t ,o. (. &. >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>

=hi2h 2ar have you pur2hased@ >>>>>>>>>>>>>>>>>>>>> =hat 5as the pur2hase mode@ a* ?ash 1* Finan2e, 5hi2h 2ompany I?I?I 9DF? "!I MAMF"8

A,B CT9E+ >>>>>>>>>> $. This is your2* First 2ar, you had a t5o 5heeler earlier d* First 2ar, 1ut you never had a t5o 5heeler earlier e* +epla2ement 2ar %if yes, please spe2ify the previous 2ar and the model* f* ). 0. Additional 2ar This 2ar primarily 5ould 1e driven 1y >>>>>>>>>>>>>>>>>>>>> Bou 2hoose this 1rand 1e2ause 7lease ran6 in order of importan2e %( 1eing most important* 7ri2e D +esale value E +eferen2e D E D D E E D E Advertisement D E E Mileage 8oo6s D "2hemes E D

After sales servi2es D E

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Entertainment 2hannels ,e5s papers Maga<ines !usiness =orld Cverdrive Times of India E2onomi2 Times !aini6 !has6ar 9industan Times Amar Ujala ,av1harat Times "tar Iee Any other >>>>>>>>>>>>>>>>>>>>

Any other >>>>>>>>>>>>>>>>>>>>>

(2

. J. India Today Auto 2ar India Cutloo6 !usiness Today

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Are there any suggestions that you 5ant the 2ompany to implement@

K('. =hat is your overall opinion a1out Maruti@

,o.of ?hoi2e Gery 1ad !ad ,either 1ad nor good Good Gery good +espondents 7er2entage

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B B- O0%A32Y Bi?liogra$hy *
Ieithmal G. A., Grem1lerD.D., !itnerM.j., and 7anditA.-"ervi2e Mar6eting Integrated 2ustomer Fo2us A2ross The Firm4 , Fourth Edition Iillur+ahman, 3"ervi2e Kuality- Gap in the Indian !an6 Industry4 The I?FAI ournal of Mar6eting Management. ,areshL.Malhotra - Mar6eting +esear2h M An applied orientation, Fifth Edition +i2hard I.8evin,David".+u1in M"tatisti2s For Management, "eventh Edition /e?sites * www1hyundaimotors1com 555.se1igovt.2om 555.1usiness#today.2om 555.datamonitor.2om 555.marutiudyog.2om

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