I.

INTRODUCTION

TRAINING

The game of economic competition has new rules. Firms should be fast and responsive.
This requires responding to customers' needs for quality, variety, customization, convenience and
timeliness. Meeting these new standards requires a workforce that is technically trained in all
respects. It requires people who are capable of analyzing and solving job related problems,
working cooperatively in teams and 'changing hats' and shifting from job to job as well. Training
has increased in importance in today's environment where jobs are complex and change. Rapidly.
Companies that pay lip-service to the need for training, by lazily setting aside a few hours a year,
will soon find themselves at the receiving end when talented employees leave in frustration and
other employees find it difficult to beat rivals with new products, sophisticated designs and
improved ways of selling. To survive and flourish in the present day corporate-jungle, companies
should invest time and money in upgrading the knowledge and skills of their employees
constantly. For, any company that stops injecting itself with intelligence is going to die.

NEED FOR TRAINING

After employees have been selected for various positions in an organization, training
them for the specific tasks to which they have been assigned assumes great importance. It is true
in many organizations that before an employee is fitted into a harmonious working relationship
with other employees, he is given adequate training. Training is the act of increasing the
knowledge and skills of an employee for performing a particular job. The major outcome of
training is learning. A trainee learns new habits, refined skills and useful knowledge during the
training that helps him improve performance. Training enables an employee to do his present job
more efficiently and prepare himself for a higher-level job. The essential features of training may
be stated thus:

1
  Increases knowledge and skills for doing a particular job; it bridges the gap between job
needs and employee skills, knowledge and behaviors
 Focuses attention on the current job; it is job specific and addresses particular
performance deficits or problems
 Concentrates on individual employees; changing what employees know, how they work,
their attitudes toward their work or their interactions with their co-workers or supervisors
 Tends to be more narrowly focused and oriented toward short-term performance
concerns.

Training is needed to serve the following purposes:

 Newly recruited employees require training so as to perform their tasks effectively.

Instruction, guidance, coaching help them to handle jobs competently, without any
wastage.
 Training is necessary to prepare existing employees for higher-level jobs (promotion).
 Existing employees require refresher training so as to keep abreast of the latest
developments in job operations. In the face of rapid technological changes, this is an
absolute necessity.
 Training is necessary when a person moves from one job to another (transfer). After
training, the' employee can change jobs quickly, improve his performance levels and
achieve career goals comfortably
 Training is necessary to make employees mobile and versatile. They can be placed on
various jobs depending on organizational needs.
 Training is needed to bridge the gap between what the employee has and what the job
demands.
 Training is needed to make employees more productive and useful in the long-run.
 Training is needed for employees to gain acceptance from peers (learning a job quickly
and being able to pull their own weight is one of the best ways for them to gain
acceptance).

2
IMPORTANCE

Training offers innumerable benefits to both employees and employers. It makes the employee
more productive and more useful to an organization. The importance of training can be studied
under the following heads:

Benefits to the business:

 Trained workers can work more efficiently. They use machines, tools, and materials in a
proper way. Wastage is thus eliminated to a large extent.
 There will be fewer accidents. Training improves the knowledge of employees regarding
the use of machines and equipment. Hence, trained workers need not be put under close
supervision, as they know how to handle operations properly.
 Trained workers can show superior performance. They can turn out better performance.
They can turn out better quality goods by putting the materials, tools and equipment to
good use.
 Training makes employees more loyal to an organization. They will be less inclined to
leave the unit where there are growth opportunities

3
Benefits to the employees:

 Training makes an employee more useful to a firm. Hence, he will find employment more
easily.
 Training makes employees more efficient and effective. By combining materials, tools
and equipment in a right way, they can produce more with minimum effort.
 Training enables employees to secure promotions easily. They can realise their career
goals comfortably.
 Training helps an employee to move from one organization to another easily. He can be
more mobile and pursue career goals actively.
 Employees can avoid mistakes, accidents on the job. They can handle jobs with
confidence. They will be more satisfied on their jobs. Their morale would be high.

Thus, training can contribute to higher production, fewer mistakes, greater job
satisfaction and lower labour turnover. Also, it can enable employees to cope with
organizational, social and technological change. Effective training is an invaluable investment in
the human resources of an organization.

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 II. COMPANY PROFILE

INDUSTRY PROFILE

The Indian automotive industry has witnessed an unprecedented boom in recent year
owing the improvement in living standards of the middle class, and a significant increase in their
disposable incomes. The industry is expected to touch the 10 million mark, to which the
commercial vehicle segment will be a major contributor. Industry experts peg the Indian
Automobile Sales growth at a compounded annual growth rate (CAGR) of 9.5 % by end of 2010.
 India is the second largest two-wheeler market in the world.
 Fourth largest commercial vehicle market in the world.
 Eleventh largest passenger car market in the world.
 Fifth largest bus and truck market in the world (by volume).
 Envisaged to be the seventh largest automobile market by 2016, and world’s third largest
by 2030 (behind only China and the US).

DOMESTIC SALES

The Society of Indian Automobiles Manufacturers’ Association (SIAM) estimates the

sales figures of 15.86% passenger vehicles, 4.32% of commercial vehicles, 3.58% of three
wheeler and 76.23% of two wheelers for the year 2009-10 Consequently, India has contributed
about 6% to the total global automobile industry in this year.

Table 1.1:Showing the percentage of sales of different categories of vehicles in India

CATEGORY 2009-10

Passenger Vehicles 15.86%

Commercial Vehicles 4.32%

Three Wheelers 3.58%

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 Two Wheelers 76.23%

Graph No 1.1:Showing the percentage of sales of different categories of vehicles in India

SALES
IN 2009-10

90.00%
80.00%
70.00%
60.00%
50.00%
40.00% 2009-10
30.00%
20.00%
10.00%
0.00%

Two Wheelers
Three Wheelers
Passenger Vehicles
Commercial Vehicles

Table No.2: Showing the automobile domestic sales trends

CATEGORY 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Passenger
Vehicles 1,061,572 1,143,076 1,379,979 1,549,882 1,552,703 1,949,776
Commercial
Vehicles 318,430 351,041 467,765 490,494 384,194 531,395
Three
Wheelers 307,862 359,920 403,910 364,781 349,727 440,368
Two
Wheelers 6,209,765 7,052,391 7,872,334 7,249,278 7,437,619 9,371,231
10,123,98 12,292,
Grand Total 7,897,629 8,906,428 8 9,654,435 9,724,243 77

6
HYUNDAI MOTOR INDIA LTD

Hyundai refers to a group of companies and related organizations founded by Chung Ju-
yung in South Korea. The first Hyundai company was founded in 1947 as a construction
company, and the Hyundai Group eventually became South Korea's largest conglomerate
company (chaebol). The word "hyundai" means "modernity" in Korean.

Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive
Group, which was ranked as the world’s sixth largest automaker in 2006 and includes more than
two dozen auto-related subsidiaries and affiliates. It employs more than 75,000 people
worldwide. Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and
showrooms.

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company(HMC), South Korea and is the largest car exporter and the second largest car
manufacturer in India. HMIL presently markets 30 variants of passenger cars across segments.
The A1 segment includes the Santro, i10 and the i20, the A2 segment includes the Accent and
the Verna, and the A5 segment includes the Sonata Transform.

Hyundai Motor India Ltd, continuing its tradition of being the fastest growing passenger
car manufacturer, registered total sales of 559,880 vehicles in the calendar year (CY) 2009, an
increase of 14.4 percent over CY 2008. In the domestic market it clocked a growth of 18.1
percent as compared to 2008 with 289,863 units, while overseas sales grew by 10.7 percent, with
export of 270,017 units. HMIL currently exports cars to more than 110 countries across EU,
Africa, Middle East, Latin America and Asia. It has been the number one exporter of passenger
car of the country for the sixth year in a row. HMIL's fully integrated state-of-the-art
manufacturing plant near Chennai boasts of the most advanced production, quality and testing
capabilities in the country. In continuation of its commitment to provide the Indian customer
with global technology, HMIL commissioned its second plant in February 2008 which produces
an additional 300,000 units per annum, raising HMIL's total production capacity to 600,000 units
per annum. HMIL has invested to expand capacity in line with its positioning as HMC's global
export hub for compact cars. Apart from the expansion of production capacity, HMIL currently

7
has 290 strong dealer network and 580 strong service points across India, which will be further
bolstered in 2011.

In December 2008, HMIL launched the much awaited premium compact the i20 after it
had a global preview at the Paris Motor Show in October, 2008. In 2009, HMIL also launched
the new facelift Sonata Transform and the new Verna, which are vastly, improved models
compared to the outgoing models. In March 2009 Hyundai i10 clocked the fastest 3 lakh sales
since its launch in October, 2007. HMIL also became the only car manufacturer to introduce
Automatic transmission across segments with the launch of the i20 1.4 Litre Petrol Automatic.
The i20 also simultaneously got a powerful 1.4 Litre CRDi engine in July 2009. The i20
achieved the highest safety rating by the European NCAP. In September 2009, HMIL introduced
the new refurbished Santro with luxurious interiors and improved exterior features. The Santro
has been the highest selling model for Hyundai with more than 15 Lakhs units sold since its
launch in India in 1998. Hyundai Motor India in December 2009 also crossed the 25 Lakhs car
production milestone.

Graph No1.2: Showing the Hyundai sales trends in exports and domestic

HYUNDAI SALES TRENDS

350000

300000

250000

200000
EXPORTS
DOMESTIC
150000

100000

50000

0
1996 1998 2000 2002 2004 2006 2008 2010

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 Since inception, HMIL has dominated the automobile market with the reputation of being
the fastest growing automobile manufacturer in India. Volume-oriented revenues coupled with
technological soundness and superior designs have driven HMIL’s growth

A major force in the Indian automobile scenario, HMIL is the second largest
manufacturer in India. Focusing on the latest technologies and innovative marketing strategies,
HMIL has carved out a niche for itself in the market today with most of its models leading in
their respective segments. It’s been a long journey from just 8,447 units in 1998, till today
when HMIL has become a key player in driving the industry growth year after year.

HMIL, continuing its tradition of being the fastest growing passenger car manufacturer,
registered a total sales of 559,870 vehicles in the calendar year (CY) 2009, an increase of 14.4
percent over CY 2008. In the domestic market it clocked a growth of 18.1 percent as compared
to 2008 with 289,863 units, while overseas sales grew by 10.7 percent, with export of 270,007
units

CHANDRA HYUNDAI

Chandra Hyundai is the Hyundai dealer for the district of Coimbatore and Nilgiris.
Chandra Hyundai provides entire range of services to both sales and service of Hyundai cars
under one roof. The dealership commenced operation in 1998 and has sold more than 12000 cars
till date. Service centers of Chandra Hyundai are equipped with finest equipments from some of
the leading name in the world and are manned by Hyundai trained sales executives and service
engineers. Chandra Hyundai has won many awards. They are listed below
 National award for service excellence in 1999
 Excellence for maximum customer delight in 2001
 Customer satisfaction award for sales and service in 2003
 Maximum customer delight award in 2004 and 2005
 Appreciated for services and customer care

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 Four well-appointed showrooms in Coimbatore, Nilgiris, Udumalpet and Tiruppur provide
ambience to choose from an array of world-class cars, viz., Santro Xing, Prime, Accent etc. From
initial consultation through entire cycle of sales the team of executives provide full range of
expertise. Chandra Hyundai has been highly appreciated for their services and customer care.

As the world of automobile today resolves to auto finance they have an in house department
of financial services to ensure that a customer who walks to their showroom leaves with
finalizing both finance and sales. Chandra Hyundai is firmly committed to bring up top class
service to the doorstep of every customer with a distinctive customer focus, stress on quality in
all its sphere of activities, combined with a helpful attitude. Dealing with Chandra Hyundai is a
unique experience.

The main service centre is located with its showroom in Avinashi road. In addition, there are
four Dealer Service Branches at Saibaba Colony, Pollachi, Ooty and Udumalpet thus ensuring
that the maintenance and repair facilities are available at the doorstep of majority of the
customers. Chandra Hyundai with infrastructure of the highest standards, offers a ranges of
services that treats the car with the respect that it deserves. It also has the customer care
department to attend to all aspects pertaining to sales and service. They at Chandra Hyundai are
committed to give better service to all their customers and firmly believe in bringing service to
the doorstep of the customers.

The Managing Director, Mrs.Nandini Rangaswamy leads the team of dynamic sales and
committed service personnel. Chandra Hyundai strives to line up to the motto “A
RELATIONSHIP TO CHERISH” in all aspects of service to the customers through after sales
service or emergency break down call. Round the clock service is available to customers.

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VISION, MISSION AND QUALITY POLICY

MISSION

The mission of the Chandra Hyundai is committed to develop the firm as a big competitor
and service provider in the Coimbatore Passenger car market.

VISION

The dealer announced "Innovation for Customers" as their mid–to long–term vision with
five core strategies: global orientation, respect for human values, customer satisfaction,
technology innovation, and cultural creation. They desire to create an automobile culture of
putting customer first via developing human–centered and environment–friendly technological
innovation.

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QUALITY POLICY

Based on a respect for human dignity, it makes efforts to meet the expectations of all
stakeholders including customers and business partners by building a constructive relationship
amongst management, labor, executives and employees. Also, they focus on communicating
their corporate values both internally and externally, and gaining confidence from all
stakeholders.

III. ACTIVITIES OF VARIOUS DEPARTMENTS

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 Chandra Hyundai is an ISO 9001 certified company. Hyundai Motor India Ltd (HMIL), a
leading name in the automobiles, is poised to become the 1st choice of the Indian customers and
Chandra Hyundai is set to translate their goal into reality through its quality service and excellent
customer care.

The workplace of Chandra Hyundai is very neat and it is in situated in the heart of the
city. Chandra Hyundai introduces a respect of services that treats the car with the respect that it
deserves. Their dedicated team has receives high appreciation, which is a testimony from their
valuable customers. Their customer care centre is equipped with the finest car care equipments
From some of the leading names in the world and backed by Hyundai trained engineers. They
are committed to give better services for their customers.

SALES DEPARTMENT

It is responsible to sell various brands of Hyndai cars. They sell accessories like sun film,
door mat, center locking system, perfumes etc. they also have a system called Hyundai Financia
through hich they provide financial assitance to customers

PARTS DEPARTMENT

This department sells various parts of Hyundai cars. These will not be available else
where, except in these authorized dealers

SERVICE DEPARTMENT

13
 It gathers significant importance because Chandra Hyundai is basically a service industry.
Every car that comes for service is treated with personal care and returned back in appropriate
time. In case of accident problems, they provide in moving with the procedures in claiming the
amount involved in damage

CUSTOMER CARE DEPARTMENT

It stands for their own customer retention strategies. The marketing executives are in
constant touch with the customers by wishing on their birthday, wedding day etc. in case of nay
breakdown of customer’s car, Chandra Hyundai provides exclusive pick and drop facility to their
customers.

HR DEPARTMENT

It is bagged up with various responsibilities like recruitement, selection, training and

development, performance appraisal and incentive plan etc. they adopt various sources of
recruitement like

 Employee referral scheme

 Advertisement in Newspaper
 Search through job portal like Naukri, Monster.com
 Campus recruitenments
 Consultancies

NATURE OF BUSINESS

14
 Chandra Hyundai is a dealer of cars of Hyundai motors. The business carried by Chandra
Hyundai is of dealership. It is an also an authorized service centre and it totally aims in selling
cars both passenger and SUV vehicles as per demand of customers.

CUSTOMER POLICY

Chandra Hyundai is committed to achieve total customer satisfaction by unserstanding

customer requirement and providing them quality service by continual improvement of work
method processes and training.

OBJECTIVES

 To retain customers by providing superior quality of service and meeting all time
schedules-Service deparment
 To optimize sales by improving selling methods and continuous training to the staff-Sales
department
 To educate, train and motivate all the personnel to function as a team by providing a
growth oriented environment-HR department
 Quality comes 1st to achieve customer satisfaction, the quality of Chandra Hyundai is
their No.1 priority-Customer care department

CUSTOMER PROMISE

15
  Maintain a clean, safe and friendly environment
 Schedule appointment before servise
 Attempt promptly on arrival of customer in a friendly and professional manner
 Obtain prior authorization
 Value all customers and commit to listen carefully and actively follow up what they say
 Provide customers with time and cost estimation

INFRASTRUCTURE FACILITIES

The firm has good infrastructural facilities. They are

 It is situated in the main place of the Coimbatore cotton city.

 The showroom has good facilities such as Playing area for children who are coming with
the customers
 Good servicing facilities for cars with advanced technologies
 Good entertainment facilities available for customers who were wait during the servicing
of their car

16
WORK FLOW MODEL

Figure No.1 : Showing the work-flow model at Chandra Hyundai

17
There are three broad processes at a showroom.
 Pre-sales
 Sales
 Post –sales

All these are inter-related to each other. The pre-sales process is very important because
if a customer has a satisfying experience during this process, it greatly increases the chances of
him purchasing the car from your showroom. At this stage, the customer is indecisive as to
which car to buy and from where to buy.

Figure No.2: Showing the

18
PRE-SALES

The pre-sales activities include:

 Cold Calling and Identification of Prospects

 Creation of Customer Card
 Acquire Knowledge about MUL ‘s range of cars, competitor cars
 Knowledge about other allied services like finance, insurance, pre-owned cars, extended
warranty etc
 Knowledge about accessories, range offered, prices etc. and about preventive
maintenance of the car.

SALES

The sales activities include

 Visit the prospects

 Understanding needs of the prospects
 Give a proposition to the customer
 Create interest and preference for MUL
 Give a detailed demonstration and test drive
 Provide clarification to queries and handle objections
 Follow-up with the customer
 Secure order from customer
 Offer allied services like finance, insurance, accessories etc
 Advice customer on all matters related to his car

19
 In case there are too many Sales cases, a special focus is required to serve these customers
since ultimately, the customers are also the showroom’s customers and there are suggested ways
to handle them
POST-SALES

The post-sales activities include

 Service implementation
 Customer service and support
 Gathering customer feedback
 Continued customer relationship building

THE 7S FRAMEWORK

20
STRATEGY

Chandra Hyundai’s marketing strategy is differentiated marketing. • Its primary consumer

target is middle to upper income professionals who need true value for their money and
comfortable ride in city conditions. Its primary business target is midsized to large sized
corporates that want to help their managers and employees by providing them a car for ease of
transport. • Its secondary business target is entrepreneurs and small business owners who want to
provide discounts to managers buying a new car

21
STRUCTURE
Overall Structure of the Chandra Hyundai:

22
SKILL

23
 Chandra Hyundai product is Passenger Cars, so they should be handled carefully. So it
required skilled manpower for handling, and skill in the sense testing of cars. Training will be
conducted in Hyundai. For newly recruited employees will be given basic training program for
10 weeks. And 10 weeks training will be given for employees for junior technical officer, about
machines. Training will be given to employees to know about the total features of cars in
Chandra Hyundai.

STYLE

Top down Approach

The management acts with autonomy and independence in excercising strategic

supervision, discharging its fiduciary responsibilities, and in ensuring that the company observes
the highest standards of ethics, transparency and disclosure.

Participating Approach

At Chandra Hyundai the management is participating in nature. Anyone in the company

can put in their view points before the management for any improvement in the prospects of the
company, manpower, working environment,etc….

SYSTEM

24
 The marketing department is divided into 5 Teams. For all the different marketing teams,
one Team Leader is assigned. The team leaders take care of their team’s activities and report to
the marketing manager that is further reported to the CEO. The marketing is totally target based
and based on targets given by HMIL, the task is distributed to different teams. The customers are
handled by the same personnel from the beginning to the end. Spot incentive Schemes etc is
placed in the system to motivate the employees. The conversion and Target fulfillment is traced
out via the software.

STAFF

The duties and responsibilities of staff are mentioned below

 To report him/ her to duty at the place to which he/she posted

 To undergo the prescribed probation under specify period and undergo such training and
for a period has may be arranged for him/her and acquit him/her self creditably in the
training imported to him/her
 To obey and abide the rules, regulations, service conditions and standing orders which the
may adopt, prescribe, frame are issue from time to time to govern its employees.

SHARED VALUES

Review of Customer Care Activities

The review of customer care activities is done through morning meetings and weekly
meetings on customer care. The documents that are necessary during the weekly review are: PSR
related, Internal SSI forms related, HMIL related and other information related.

Customers for Life

25
 A week after the delivery, the concerned sales person must fix an appointment with the
customer and visit him along with the service advisor. He should personally hand over the
photographs clicked also the vehicle’s registration certificate and try to become the customer’s
car advisor for life and never lose touch with the customer.

Show Room Ambience

The hours of operation, outside and insides of the showroom along with reception, car
display area, selling area, customer lounge and delivery area should be taken care of.

Customer Meets

Organizing customer meets helps in improving SSI, helps in introducing the workshop
staff to the customers and in getting referrals and there are guidelines for the same.

SWOT ANALYSIS

26
STRENGTH

 Second largest manufacturer of Passenger vehicles in India due to this customer

are attracted towards the company
 Partnerships and joint projects with other companies
 It is located at the heart of the city so it is easy for the customers to visit the showroom.

WEAKNESS

27
  SUV car has only two model i.e., TUCSON and TERRACAN which is fewer available in
India due to uneconomic and out of reach for middle class Families.
 Manufacture only Passenger vehicles but some models are not economic such as Verna,
Accent, etc

OPPORTUNITY

 Chandra Hyundai has opportunity to grow as a big competitor in Coimbatore automobile

sector.
 If the cars are more economic then the sales will be more boom and the company turn
into first position in Indian automobile sector and win from their competitors i.e., Maruti
Suzuki, Tata Motors, GM and M&M.

THREATS

 Risk Factors In the course of its business, Hyundai is exposed to a variety of market and
other risks including the effects of demand dynamics, commodity prices, currency
exchange rates, interest rates, as well as risk associated with financial issues, hazard
events and specific assets risk. Whenever possible, we use the instrument of insurance to
mitigate the risk.
 Threats from Competitors

STRATEGY TO INCREASE THE DEMAND FOR HYUNDAI MOTORS PRODUCT

AND SERVICES

28
 The research is based on the “Strategy to Increase the Demand for Hyundai motors
Products and Services”. Why their competitor’s sales are more than Chandra Hyundai? How to
manage our company to win from these competitors’?

OBJECTIVE

The objective of the study is to increase the sales of the Chandra Hyundai by
implementing different

MARKETING STRAEGY

 Understand the market conditions for Hyundai Cars

 Study about the strategy of its competitors in the market.
 Different promotional tool used by Chandra Hyundai
 Study the consumer behaviour, and perception about the Hyundai Cars
 Study about the need of improvement in existing Marketing System. Study about the
difficulties faced by Executives while Marketing in the field.
 To study about the effectiveness & efficiency of Chandra Hyundai in relation to its
competitors

SCOPE OF THE STUDY

29
 Chandra Hyundai’ working philosophy is particularly based on “Prepare employees for the
future developments with developments in their personality.” As competition is very much
intense hence the management is working hard for customer relationship to achieve future
business growth. It is also facing some management problems. Management is trying to
overcome all these problems and achieving systematic workings. Each and every department is
distinguished for the employees. Every employee is having his own designation and job profile
and he/she has to work under that profile only. For each segment of the vehicles, Chandra
Hyundai is having its separate executives. Departments are connected through local area
networks. The main aim of management here is self development of employees. So that, they can
be empowered for the benefit of the organization and be able to take future responsibilities. It
starts with the joining of the employee in the organization. Initially, they have to work under
various departments till his/her probation period would be over. They have to start their works
from the ground level, so that they can understand the reality of the business. Daily reporting in
the morning and the evening make them up to date with the objectives and their future targets.
The senior management keeps a watch on the work done by the employees. Chandra Hyundai
tries to find out the answer of 4 critical questions while doing its business

 Are we easy for customers to do business with?

 Do we keep our promises?
 Do we meet the standards, we set?
 Are we responsive to customer needs?

METHODOLOGY

30
 The nature of the project work has been descriptive as no hypothesis, is taken to be
tested. Though the conclusions drawn could be taken as the hypothesis and further tested by the
research work undertaken in the relevant field. The reason for choosing the descriptive research
design is the fact the project report has been primarily based upon the secondary sources of data
and whose authenticity could be assured of. The reluctance of the company's personnel in parting
with much of information led the project report to be based substantially on the secondary source
of data. The sources of data used in data collection are the following:

PRIMARY SOURCES

In order to gather information about the various products of Chandra Hyundai, I

personally visited a number of Showrooms and collected data pertaining to the prices of the cars
offered. The market visits were useful in knowing the comparative prices and quality of the
offered brands vice-versa the competitive brands. Details regarding the delivery of the cars were
collected and I also inquired about the various sales promotion schemes followed by the various
showrooms. By interviewing the dealers, valuable information was collected from them about
their marketing advertising and sales strategies.

SECONDARY SOURCES

31
 Information was collected from secondary sources such as customer survey, newspapers
advertisements, Automobile newsletters, etc. Beside these the use of Internet was also made in
collecting relevant information. The data collected from the above mentioned sources has been
adequately structured and used at appropriate places in the report. The information gathered
included:

 Annual reports.
 Posters.
 Press clippings.
 News releases.
 Newsletters.
 Pictures.
 Exchange schemes.
 Loan fair.

SAMPLING
Population

32
The population considered for this research type is the overall general buyers who:-

 Planning to buy four wheeler(one time payment or EMI) for the first time.
 Are planning to replace their old four wheeler with a more satisfying product type
 Fill the need of four-wheeler.
 Can afford a car however do not fill the need of buying one.

In short we can mathematically say that it is a general set which includes all the set and sub-
sets of potential buyers.

Non probability sampling:

Non-probability sampling provide a non- scientific techniques of drawing sample from

the population according to non-particular laws of chance in which each unit in the universe has
No definite pre-assigned probability of being selected in the sample. In short it is the purposes of
subjective or judgment sampling.

The sampling design I used here is convenient sampling because it is based on the
selected customers i.e., previous customer of Hyundai, the customers who are planning for new
cars and customers who came in showroom for enquiry of Hyundai Cars. I was selected the
convenient sampling because it was not easy to survey all customers.

Sample size:

The sample size shorted out from the population (universe set) is 100 nos to draw the
conclusion of the study.

33
LIMITATIONS OF STUDY

Since the road to improvement is never ending, so this study also suffers from certain
limitations. Some of them are as follows:

 Because of illiteracy, it was a time consuming method in which continuous guidance was
required. Questionnaire method involves some uncertainty of response. Cooperation on
the part of informants, in some cases, was difficult to presume.
 The project was limited to a period of 8 weeks and is done purely for the academic
purpose. It is possible that the information supplied by the informants may be incorrect.
So, the study may lack accuracy.

34
ANALYSIS / DESIGN

The data given below was based on the questions which are asked during the survey.

Q.1. WHY SHOULD YOU OPT A FOUR WHEELER?

Table No 3.1: Showing why people opt a four wheeler

PARTICULARS NO OF RESPONDANTS PERCENTAGE

NEED 31 31%

COMFORT 11 11%

STATUS 48 48%

STYLISH 10 10%

TOTAL 100 100%

35
GRAPH No. 1: Showing the why people opt for a four wheeler:

60%

50%

40%

30% PERCENTAGE

20%

10%

0%

NEED
STATUS STYLISH
COMFORT

Interpretation: The above graph reveals that 48% of the respondents opt four wheeler for
status,31% of respondents for the need on the regular bases,11% of the respondents opt for
comfort of service, and 10% of the respondents opt four wheeler for the style

36
Q.2. HOW ARE YOU AWARE ABOUT HYUNDAI CARS?

Table No. 3.2: Showing how customers are aware of Hyundai car

PARTICULARS NO OF RESPONDANTS PERCENTAGE

TV ADVERTISEMENTS 33 33%
EXISTING CUSTOMERS 21 21%
MAGAZINE 24 24%
FRIENDS 12 12%
INTERNET 10 10%
TOTAL 100 100%

GRAPH No.2: Showing How Customers are aware of Hyundai car:

35%

30%

25%

20%
PERCENTAGE
15%

10%

5%

0%

FRIENDS
MAGAZINE INTERNET

TV ADVERTISEMENTS
EXISTING CUSTOMERS

Interpretation: From the above graph shows that 33% of the respondents came to know of
Hyundai car through TV ads, 24% of the respondents through magazines,21% of the respondents
through the existing customers and 12% of respondents from friends,10% of respondents through
internet. The above graph explained that majority of respondents are TV ads and Magazines.

37
Q.3. WHAT IS YOUR PERCEPTION ABOUT HYUNDAI CARS?

Table No. 3.3: Showing Customer Perception about Hyundai cars

PARTICULARS NO OF RESPONDANTS PERCENTAGE
BEST 43 43%
POOR 26 26%
ORDINARY 17 17%
NO COMMENT 0 0%
POOR 14 14%
WORST 0 0%
POOREST 0 0%
TOTAL 100 100%

GRAPH No.3.3: Showing Customer Perception about Hyundai cars

50%
45%
40%
35%
30%
25% PERCENTAGE
20%
15%
10%
5%
0%

BEST POOR POOR

WORST
ORDINARY POOREST
NO COMMENT

Interpretation: The above graph reveals that best perception comes from 43%, 26% have good
perception about the Hyundai car and rest by 17% have ordinary ,14% have poor perception.

Q.4. WHAT IS THE STANDARD OF CARS IN HYUNDAI MOTORS?

38
Table No. 3.4: Showing result about standard of Hyundai cars:

PARTICULARS NO OF RESPONDANTS PERCENTAGE

EXCELLENT 12 12%

BETTER 32 32%

GOOD 23 23%

NO COMMENTS 8 8%

POOR 23 23%

WORST 2 2%

POOREST 0 0%

TOTAL 100 100%

GRAPH No. 3.4: Showing result about standard of Hyundai cars:

39
 35%

30%

25%

20%
PERCENTAGE
15%

10%

5%

0%

GOOD POOR
BETTER WORST
POOREST
EXCELLENT
NO COMMENTS

Interpretation: The above graph showing the standard of Hyundai cars.12% customers says the
standard is excellent, 32% says better, 23% says good standard, 8% no gave any comment on this
but 25% customer says the standard is poor or worst.

Q.5.: ON THE BASIS OF PRICE AND FEATURE COMPARISON, IS HYNUDAI MOTORS

ECONOMICAL?

40
Table. No.3.5: Showing is Hyundai cars are economical according to its price and features:

PARTICULARS NO OF RESPONDANTS PERCENTAGE

UNDER CUSTOMER STERNGTH 41 41%
SATISFACTORY 29 29%
NO COMMENTS 20 20%
MODERATE 7 7%

NOT SATISFACTORY 3 3%
TOTAL 100 100%

GRAPH No.3. 5: Showing is Hyundai cars are economical according to its price and features:

41
 45%
40%
35%
30%
25%
PERCENTAGE
20%
15%
10%
5%
0%

MODERATE
SATISFACTORY
NO COMMENTS
NOT SATISFACTORY

UNDER CUSTOMER STERNGTH

Interpretation: The above graph showing is Hyundai cars are economical. 41% of public has
stated that it is under customer strength, 29% has stated as satisfactory, 25% have given
nocomments and rest of peoples answer is negative.

Q.6. WHAT IS YOUR PERCEPTION ABOUT THE MAINTENANCE COST OF HYUNDAI

CARS?

42
Table No.3.6: Showing Customers Perception about the Maintenance Cost of Hyundai cars

PARTICULARS NO OF RESPONDANTS PERCENTAGE

STRONGLY AGREED 20 20%

AGREED 30 30%

NO COMMENTS 25 25%

DISAGREED 12 12%

STRONGLY DISAGREED 13 13%

TOTAL 100 100%

GRAPH No. 3.6: Showing Customers Perception about the Maintenance Cost of Hyundai :

35%

30%

25%

20%
PERCENTAGE
15%

10%

5%

0%
D
D

ED
TS
D

EE
EE

EE

EN

RE

R
R

AG
AG

AG
AG

IS
IS
CO
LY

D
D
G

LY
N

N
O

G
R

N
ST

RO
ST

Interpretation: Here 30% customer’s says maintenance cost is under customer strength, 23% says
it is economical, 39% says trendy, rest of customers says safety and others.

Q.7. WHICH FEATURE OF HYUNDAI CARS ATTRACT YOU MORE?

43
Table No.3.7: Showing which feature attracts more customers
LUXURY 30 30%
PRICE 20 20%
SAFETY 20 20%
STYLE AND TREND 16 16%
ETC 14 14%
TOTAL 100 100%

GRAPH No.3.7: Showing which feature attracts more customers:

35%

30%

25%

20%
PERCENTAGE
15%

10%

5%

0%
D
RY

C
Y
IC

ET

ET
EN
XU

PR

TR
SA
LU

D
AN
LE
Y
ST

Interpretation: 30% people like Hyundai cars due to luxurity, 20% due to price, 20% due to
safety and rest due to style & trend and rest of others. Q.8. For passenger segment, which is the
highly considerable competitor for Hyundai Motors? Table No. 8: Showing who highly
considerable competition with Hyundai:

Q.8.FOR PASSENGER SEGMENT, WHICH IS THE HIGHLY CONSIDERABLE

COMPETITOR FOR HYUNDAI MOTORS?

44
Table No.3.8: Showing who highly considerable competition with Hyundai:
PARTICULARS NO OF RESPONDANTS PERCENTAGE
MARUTI 45 45%
HONDA 10 10%
TATA 14 14%
SKODA 8 8%
CHEVLORET 12 12%
FORD 7 7%
TOYOTA 1 1%
MAHINDRA 3 3%
TOTAL 100 100%

GRAPH No.3.8: Showing who highly considerable competition with Hyundai:

45
 50%
45%
40%
35%
30%
25% PERCENTAGE
20%
15%
10%
5%
0%
T

A
A
I

A
A

R
T

T
D

R
T

R
U

D
O
A
N

LO
O

O
R

IN
Y
T
O

F
A

O
V
S

H
H
M

T
E

A
H

M
C

Interpretation: Most of public’s perception about competition was, Maruti is the big competitor
of Hyundai, rest of companies has little competition due to the model of cars, Hyundai is only
passenger car manufacturer this is the reason.

Q.9. IN TERMS OF NEW DESIGN IN CARS, WHAT IS THE STATUS OF HYUNDAI

MOTORS?

46
Table No. 3.9: Showing the performance of new car design
PARTICULARS NO OF RESPONDANTS PERCENTAGE
EXCELLENT 17 17%
BETTER 47 47%
GOOD 21 21%
NO COMMENTS 2 2%
POOR 3 3%
WORST 7 7%
POOREST 3 3%
TOTAL 100 100%

GRAPH No.3.9:Showing the performance of new car design:

50%
45%
40%
35%
30%
25% PERCENTAGE
20%
15%
10%
5%
0%
S
T

T
T
R

T
D
N

S
N

S
E

O
O
E

E
E
T

R
L

R
O

M
T

O
L

O
P
G
E

M
E

W
B

O
C

P
X

C
E

O
N

Interpretation: Above graph showing the performance of Hyundai’s new car design, 17% public
says its new models are excellent performance, 47% says better and 21% says good performance
rest of says not good or poor performance.

Q.10. ARE YOU AWARE OF THE FOLLOWING FACILITIES PROVIDED FOR HYUNDAI
CARS?

47
Table No.3.10: Showing the awareness about Facilities of Chandra Hyundai

PARTICULARS YES NO

HYUNDAI INSURANCE 10 2

EXTENDED WARRANTY 9 12

TRUE VALUE 4 0

HYUNDAI FINANCE 6 6

AUTOCARD 14 12

GEBUINE ACCESSORIES 16 9

Graph No. 3.10: Showing the awareness about Facilities of Chandra Hyundai

AWARENESS ABOUT FACILITIES

YES
NO

Interpretation: The figure showing only 59% people are know about the offers and facilities of
the Chandra Hyundai, rest of them don’t know.

Q.11. WHICH CAR OF HYUNDAI MOTORS DO U PREFER?

Table No.3.11: Showing the customer preference of Hyundai cars

48
 PARTICULARS NO OF RESPONDANTS PERCENTAGE

i10 39 39%

i20 21 21%

SANTRO XING 19 19%

ACCENT 10 10%

VERNA 7 7%

SONATA 4 4%

TOTAL 100 100%

GRAPH No. 3.11: Showing the customer preference of Hyundai cars

45%

40%

35%

30%

25%
PERCENTAGE
20%

15%

10%

5%

0%

i10 i20
ACCENT VERNASONATA

SANTRO XING

Interpretation: Above graph showing the customer preference of Hyundai cars. 39% public
prefers i10, 21% prefer i20 and 19% prefer Santro Xing. The care that are less preferred by
public are Sonata which is only 4%, Verna preferred by 7% and Accent preferred by 10% of
people

Q.12. ARE YOU PROVIDED WITH A TEST DRIVE OF THE CAR THAT YOU WISH TO
BUY AT CHANDRA HYUNDAI?

49
Table No.3.12: Showing the opinion of the customers about the the test drives offered at Chandra
Hyundai

PARTICULARS NO OF RESPONDANTS PERCENTAGE

STRONGLY AGREED 55 55%
AGREED 27 27%
NO COMMENTS 13 13%
DISAGREED 5 5%
STRONGLY DISAGREED 0 0%
TOTAL 100 100%

Graph No. 3.12: Showing the opinion of the customers about the the test drives offered at
Chandra Hyundai
TESTDRIVE

60%

50%

40%

30% PERCENTAGE
D

20%
E
D

E
E

10%
R
E

G
R

A
G

0%
E

S
E
A

I
E

D
Y

G
M
R
L

A
O
G

Y
G

L
A

C
N

G
I
D
O

N
R

O
T

R
S

T
S

Interpretation: Above graph shows that 55% public strongly believe that test drives are offered at
Chandra Hyundai, 27% have agreed and 13% have given no comments. Only 5% say that test
drives are not offered at Chandra Hyundai.

Q.13. WHICH TYPE OF CAR DO U PREFER?

Table No.3.13: Showing the customer preference about cars

50
 PARTICULARS NO OF RESPONDANTS PERCENTAGE

SUV 15 15%

MUV 21 21%

SEDAN 28 28%

HATCHBACK 36 36%

TOTAL 100 100%

Graph No. 3.13: Showing the customer preference about cars

40%

35%

30%

25%

20% PERCENTAGE

15%

10%

5%

0%
K
AN
V

AC
SU

D
M

B
SE

H
C
AT
H

Interpretation: Above graph shows that almost 36% public opt for Hatchback cars, 28% opt for
Sedan cars, 21% opt for MUV whereas only 15% opt for SUV

Q.14. WHAT DO YOU THINK IS THE DRAWBACK IN HYUNDAI CARS?

Table No.3.14: Showing the drawback of Hyundai cars

51
 PARTICULARS NO OF RESPONDANTS PERCENTAGE

COST 6 6%

COMFORT 25 25%

POWER 12 12%

BREAK SYSTEM 38 38%

MILEAGE 19 19%

TOTAL 100 100%

Graph No.3.14: Showing the drawback of Hyundai cars

40%

35%

30%

25%

20% PERCENTAGE

15%

10%

5%

0%

COST
POWER
COMFORT MILEAGE

BREAK SYSTEM

Interpretation: Above graph shows that 38% public say tat break system is the main drawback of
Hyundai cars. The 2nd drawback is comfort because 25% publics have opted. Mileage, power
and cost are other drawbacks that have got 19%,12% and 6% respectively.

Q.15. ARE ATTRACTIVE DISCOUNTS OFFERED BY CHANDRA HYUNDAI?

52
Table No.3.15: Showing the customer’s opinion about the attractive discounts offered at Chandra
Hyundai

PARTICULARS NO OF RESPONDANTS PERCENTAGE

STRONGLY AGREED 46 46%

AGREED 24 24%

NO COMMENTS 17 17%

DISAGREED 13 13%

STRONGLY DISAGREED 0 0%

TOTAL 100 100%

Graph No.3.15: Showing the customer’s opinion about the attractive discounts offered at
Chandra Hyundai

50%
45%
40%
35%
30%
25% PERCENTAGE
20%
15%
10%
5%
0%

AGREED
DISAGREED
NO COMMENTS
STRONGLY AGREED
STRONGLY DISAGREED

Interpretation: Above graph shows that 46% of the customers strongly agree that attractive
discounts are offered at Chandra Hyundai. It is found that 13% of them have disagreed that there
are attractive discounts at Chandra Hyundai.

FINDINGS FROM SURVEY

53
 According to the survey the customers who are already the customer of Hyundai cars are
satisfied with the service of Chandra Hyundai, and the public who are planning to purchase a
new car should go for Hyundai because the cars in Hyundai is economical in price, luxurious in
look, comfortable, and trendy in design. These features also attract young age group due to the
new design, trendy look and style. The following are the findings I point out from my study:

1. Customers will not understand the technicality and market conditions hence they have to
make them understand that the car they are going to buy is in best condition.

2. The customer’s perception about the Hyundai cars are found to be considerably poor, so
certain techniques should be adopted to overcome this problem.

3. The maintenance cost of Hyundai cars is found to be considerably high, so the company
should try and reduce it to a certain amount.

4. The standard of Hyundai cars has been found to be below satisfactory level. So, new
designs with trendy looks have to be manufactured so as to meet the customer’s needs.

5. It is observed that Maruti is the head-on competitor for Hyundai so steps has to be taken
to introduce new schemes so that customers are attracted towards Hyundai cars.

6. The sales persons should be very particular in educating the customers about the facilities
that are available for Hyundai cars, namely, extended warranty, auto card, Hyundai
finance, genuine accessories etc.

7. Customers are always demanding, but they don’t have to loose their patience, because
customer is the God in a service-oriented industry. Though they are creating problems,

54
 one has to clear all their doubts with smile and patience. Make them understand fully that
what are the problems and available solutions for that problem.

8. They are not here to provide comparisons. They have to provide test drives to those
customers who seem to be the competent.

9. It is observed that the customers prefer more of hatchback cars, so the company should
release new models of this type of cars.

10. The customers are dissatisfied with the functioning of break system and also the comfort
of Hyundai cars, so steps should be taken to verify these drawbacks.

11. They have to make their customers understand about their own need and available
options to satisfy their needs. Customers should be known that money discount is not as
important as their personal satisfaction.

12. They have to integrate the operations of all departments, so that each and every
department can help in operation of every department and understand other department’s
work. Each and every employee should be having working knowledge of each and every
department, hence job rotation can be made easier.

13. The management has to understand customer needs more precisely, hence weekly
meeting of the top management along with the workers of various departments should be
conducted discussing about technical problems where everyone should be free to express
his/her thoughts.

14. They should have printed information about all formalities for the finance and it should
be given to the customer so that it would be helpful to the customer while summing up
documents for finance.

55
 15. The customers who are having discontinued banking operations should be given support
by making alliance with related banks, so that it would be easy for the customers to get
loan.

SUGGESTIONS

Aggressive Ad Campaign: Chandra Hyundai should put a few hoardings in different areas in
Coimbatore and also advertise effectively in local cable channel.

Educating the customers: Chandra Hyundai should educate the customers about the
maintenance of the vehicle

Attractive schemes: Give few attractive schemes at the time of after sales services, like giving
quick service and charging them reasonably.

Personal touch with the customers: Asking the customers to come regularly for servicing even
after the warranty period.

56
 IV. CONCLUSION

I had a very pleasant learning. I got to know about a corporate and its working style of
different departments. This training has helped me get useful insight and understanding of
various automotive products, the market details about them and the benefits provided by them to
the customers. I would like to state that by the experience of this training, the theoretical
knowledge has no meaning without the practical approach. Both theoretical and practical
knowledge serves as the two faces of the same coin. This learning experience is valuable for me
because I got a opportunity to understand the market situations and customer values.

The report has highlighted the importance of providing the highest customer satisfaction
and how it affects the sales. By developing competitive strategies and by delivering high-class
products and services, popular vehicles and services are able to keep their sales momentum. The
report emphasizes the importance of customer loyalty to develop the business. Hyundai Motors
faces tough competition with companies like Maruti, Tata Motors, M&M, Fiat, Ford, etc. Despite
increase in competition, Hyundai has managed to put in spectacular performance. The company's
sales have witnessed an uptrend, registering an average growth of 42% in the last three years.
Hyundai Motors has managed to achieve this because its strong brand image and proven product
quality underpinned the performance growth in recent years. All these factors have helped the
company to exploit the growing demand for its cars.

57
58
 ANNEXURE

QUESTIONAIRE
1. Name :
2. Age :
 20-30 yrs
 30-35yrs
 36-45yrs
 46 and above
3. WHY SHOULD YOU OPT A FOUR WHEELER?
 NEED
 COMFORT
 STATUS
 STYLISH

4. HOW ARE YOU AWARE ABOUT HYUNDAI CARS?

 INTERNET
 FRIENDS
 MAGAZINE
 EXISTING CUSTOMERS
 TV ADVERTISEMENTS

5. WHAT IS YOUR PERCEPTION ABOUT HYUNDAI CARS?

 POOREST
 WORST
 POOR
 NO COMMENTS
 GOOD
 BETTER

59
6. WHAT IS THE STANDARD OF CARS IN HYUNDAI MOTORS?
 POOREST
 WORST
 POOR
 NO COMMENTS
 GOOD
 BETTER
 EXCELLENT

7. ON THE BASIS OF PRICE AND FEATURE COMPARISON, IS HYNUDAI

MOTORS ECONOMICAL?
 NOT SATISFACTORY
 MODERATE
 NO COMMENTS
 SATISFACTORY
 UNDER CUSTOMER STERNGTH

8. WHAT IS YOUR PERCEPTION ABOUT THE MAINTENANCE COST OF

HYUNDAI CARS?
 STRONGLY AGREED
 AGREED
 NO COMMENTS
 DISAGREED
 STRONGLY DISAGREED

9. WHICH FEATURE OF HYUNDAI CARS ATTRACT YOU MORE?

 ETC
 STYLE AND TREND
 SAFETY

60
  PRICE
 LUXURY

10. FOR PASSENGER SEGMENT, WHICH IS THE HIGHLY CONSIDERABLE

COMPETITOR FOR HYUNDAI MOTORS?
 MAHINDRA
 TOYOTA
 FORD
 CHEVLORET
 SKODA
 TATA
 HONDA
 MARUTI

11. IN TERMS OF NEW DESIGN IN CARS, WHAT IS THE STATUS OF HYUNDAI

MOTORS?
 POOREST
 WORST
 POOR
 NO COMMENTS
 GOOD
 BETTER
 EXCELLENT

12. ARE YOU AWARE OF THE FOLLOWING FACILITIES PROVIDED FOR

HYUNDAI CARS?

61
  AUTOCARD
 HYUNDAI FINANCE
 TRUE VALUE
 EXTENDED WARRANTY
 HYUNDAI INSURANCE

13. WHICH CAR OF HYUNDAI MOTORS DO U PREFER?

 SONATA
 VERNA
 ACCENT
 SANTRO XING
 i20
 i10

14. ARE YOU PROVIDED WITH A TEST DRIVE OF THE CAR THAT YOU WISH
TO BUY AT CHANDRA HYUNDAI?
 STRONGLY AGREED
 AGREED
 NO COMMENTS
 DISAGREED
 STRONGLY DISAGREED
15. WHICH TYPE OF CAR DO U PREFER?
 SEDAN
 HATCHBACK
 MUV
 SUV

16. WHAT DO YOU THINK IS THE DRAWBACK IN HYUNDAI CARS?

 MILEAGE
 BREAK SYSTEM
 POWER
 COMFORT
 COST

17. ARE ATTRACTIVE DISCOUNTS OFFERED BY CHANDRA HYUNDAI?

 STRONGLY AGREED
 AGREED
 NO COMMENTS

62
 DISAGREED
 STRONGLY DISAGREED

63