SYNOPSIS FOR RESEARCH PROJECT REPORT

(BBA-605)
On

Comparative Analysis of Marketing Strategies of

Maruti Suzuki and Hyundai

Towards partial fulfillment of

Bachelor of Business Administration (BBA)

(BBD University, Lucknow)

Guided by

Submitted by

Rittu singh

Sivam Ashthana
(1130671180)

Session 2015-2016
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

1. TOPIC:
Comparative Analysis of Marketing Strategies of Maruti Suzuki and Hyundai.

2. INTRODUCTION & REVIEW OF LITERATURE:

A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage. Its a written plan which combines product development,
promotion, distribution, and pricing approach, identifies the firm's marketing goals, and
explains how they will be achieved within a stated timeframe. Marketing strategies serve
as the fundamental underpinning of marketing plans designed to fill market needs and
reach marketing objectives. Marketing strategies are dynamic and interactive. Marketing
strategy determines the choice of target market segment, positioning, marketing mix, and
allocation of resources. Automobile sector is one of the cores of Indian Industry.
Continuous economic liberalization over the years by the Government of India has resulted
in making India as one of the prime business destination for many global automotive
players. One of the largest industries in India, automotive industry has been witnessing
impressive growth during the last two decades. Indian automobile industry has a mix of
large domestic private players such as Tata, Mahindra, Bajaj, Ashok Leyland and major
international players including GM, Ford, Toyota, Honda, Hyundai, etc. To remain in this
competitive market on has to come up different ideas and strategies. Various Marketing
Strategies enables a firm to expand business activities for market reputation, to satisfy
human wants, to lead to specialization and efficient performance of production function
climaxing in economic stability.
Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a subsidiary of Japanese automobile and motorcycle
manufacturer Suzuki. As of November 2012, it had a market share of 50% of the Indian
passenger car markets. Maruti Suzuki manufactures and sells popular cars such as the
Alto, Swift, Zen, Swift DZire, SX4 and Omni. The company is headquartered at New
Delhi.[2] In February 2012, the company sold its ten millionth vehicle in India.
Maruti Udyog Limited was established in February 1981, though the actual production
commenced only in 1983. It started with the Maruti 800, based on the Suzuki Alto kei car
which at the time was the only modern car available in India. Its only competitors were the
Hindustan Ambassador and Premier Padmini. Originally, 74% of the company was owned

by the Indian government, and 26% by Suzuki of Japan. As of May 2007, the government
of India sold its complete share to Indian financial institutions and no longer has any stake
in Maruti Udyog.[
The Brand Trust Report published by Trust Research Advisory, a brand analytics company,
has ranked Maruti Suzuki in the thirty seventh position in 2013 and eleventh position in
2014 among the most trusted brands of India.
The Hyundai Motor Company South Korean multinational automotive manufacturer
headquartered in Seoul, South Korea. The company was founded in 1967 and, along with
its 32.8% owned subsidiary, Kia Motors, together comprise the Hyundai Motor Group,
which is the world's fifth largest automaker based on annual vehicle sales in 2012. In 2008,
Hyundai Motor (without Kia) was ranked as the eighth largest automaker. As of 2012, the
Company sold over 4.4 million vehicles worldwide in that year, and together with Kia, total
sales were 7.12 million.
Hyundai is currently the fourth largest vehicle manufacturer in the world. Hyundai operates
the world's largest integrated automobile manufacturing facility in Ulsan, South Korea,
which has an annual production capacity of 1.6 million units. The company employs about
75,000 people worldwide. Hyundai vehicles are sold in 193 countries through some 6,000
dealerships and showrooms.
On 4 November, 2015, Hyundai announced Genesis Motors as a new luxury car brand.
Hyundai has 6 centres worldwide, located in Korea (three offices), Germany, Japan and
India. Additionally, there is an American design centre in California that develops designs
for US markets.

3. SCOPE OF STUDY:
There are many benefits related to take this study. Some of the benefits of taking this study
are as follows:
By analyzing the information, the company would be able to better design schemes &
services & target right prospects needs & wants.
More people will get aware about the merits and demerits of both the companies and their
services to the customers.
More people will get aware about the cars in their segment in the market.

 This research will help both the companies in designing better marketing strategies towards
customer awareness and satisfaction.

4. PROBLEMS DEFINITION:
The first and most important step of marketing research is properly defining the problem.
In order to identify the research problem two categories of problem should be carefully
noticed.
Here the problems discovered are:

A number of customers are not satisfied with the after sale services.

Consumer awareness towards vehicle insurance.

Consumer taste towards brand preference.

A number of customers face problem related to faulty or defective vehicles.

5. RESEARCH OBJECTIVES:
To know the various strategies used by Maruti Suzuki and Hyundai Company to attract
maximum number of customers;
To know which company offers better cars, better after sales services and by which
company cars customers are satisfied most;
To know the demand of Automobiles;
Competition from other car manufacturers;
To know the trend in Market;
To know which car is more demanded by Customers;
Through which strategies maximum customers are attracted;
Company will come to know what attracts Customers;
Company as well as Dealers of Maruti Suzuki and Hyundai will come to know that which
are the criterias customers look for before buying car

6. RESEARCH METHODOLOGY:
The methodology refers to the procedural framework within which the research is
conducted.

a) Hypothesis (if applicable):

b) Research Design:
Descriptive, Semi-experimental, Review method is used in the research. A sufficient
thought has been given in framing the questionnaire and deciding the types of data to be
collected and the procedure to be used.

c) Defining the Universe & Sample design:

Lucknow has a very large amount of population for carrying research study on any subject.
It is a thought to cover most of the dealers in my reach.
Sampling types:
Both Probability and Non Probability types of sampling is to be taken as a part of this
Research.
Sample size:
In this report sample size of 6 dealers is to be surveyed in Lucknow.

d) Data collection tools to be used:

The information needed to further proceed in the project had been collected through
primary data and secondary data.
PRIMARY DATA:
Primary data consist of information collected for the specific purpose at hand for the
purpose of collecting primary data, survey research was used and all the sellers using

different brands were contacted. Survey research is the approach best suited gathering
description. Primary data include:
Interview
Questionnaire
SECONDARY DATA:
The secondary data consist information that already exists somewhere. Any researcher
begins the research work by first going through secondary data. Secondary data include:
Magazines
Books
Newspapers
Various publication
Internet, etc.

e) Statistical tools to be used:

Descriptive Statistics
Used to describe data like Graphical display, Cross-tabs or Summary statistics.
Correlation
Used in Market Research to determine if different measures are related.
Clustering
Used to group similar types of people together (segment the market) and the profile the
groups (define target segments)
Regression

Model relationships between variables and predictive modeling or to understand casual

relationships.

7. Tentative Chapter Plan:

a) Chapter 1: Introduction
b) Chapter 2: Company Profile
c) Chapter 3: Objective of study
d) Chapter 4: Frame of Reference
e) Chapter 5: Research Methodology
f) Chapter 5: Finding, Analysis and Interpretation
g) Chapter 6: Conclusion and Recommendations

8. References:
http://www.team-bhp.com/forum/indian-car-scene/154170-july-2014-indian-car-salesfigures-analysis.html
http://www.marutisuzuki.com/press-release-16-sep-2014.aspx
https://marutistoragenew.blob.core.windows.net/nexaexperience/maruti-suzuki-launchesNEXA-a-new-premium-automotive-experience.pdf
http://www.nexaexperience.com/about-nexa.html
http://arstechnica.com/cars/2016/01/hyundais-augmented-reality-manual-a-simple-butextremely-good-idea/
http://www.morokaswallows.co.za/content/sponsors
http://mandurahhyundai.com.au/About-Us/Sponsorships/Sponsorships

http://www.scribd.com/0057896/Comparitive-analysis-between-two-companies
http://www.scribd.com/3023656/marketing-strategy-of-maruti-suzuki
http://www.scribd.com/0584623/marketing-strategy-of-hyundai