ABOUT THE COMPANY Hyundai is a group of companies founded by Chung Ju-yung in South Korea.

The first Hyundai company was founded in 1947 as a construction company. Some of the best-known Hyundai divisions are Hyundai Motor Company, the world's fourth largest automaker[2] and Hyundai Heavy Industries, the world's largest shipbuilder.[3] Other companies currently or formerly controlled by members of Chung's extended family may be loosely referred to as a part of the Hyundai chaebol. In 1998 Hyundai bought Kia Motors, another South Korean company. Hyundai Group underwent a massive restructuring following the 1997 East Asian financial crisis and the founder's death in 2001. Today many companies bearing the name Hyundai are not part of or connected to the Hyundai Group. Some of the larger former members of the conglomerate include Hyundai Group, Hyundai Kia Automotive Group, Hyundai Department Store Group, Hyundai Heavy Industries Group, and Hyundai Development Group. Following the conception, Hyundai Group's business remains manufacturing of elevators, container shipping services, and tourism. Headquartered in Seoul, South Korea, Hyundai operates the world¶s largest integrated automobile manufacturing facility[5] in Ulsan, which is capable of producing 1.6 million units annually. The company employs about 75,000 persons around the world, Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms worldwide. The Hyundai logo, a slanted, stylized 'H', symbolizes the company shaking hands with its customer. Hyundai translates from the word "modernity", and is pronounced as "Hyon-dae" in Korean. Hyundai Motor India Limited is currently the second largest carmaker after Maruti Suzuki and largest auto exporter in India.[38] It is making India the global manufacturing base for small cars. Hyundai sells several models in India, the most popular being the Santro Xing, i10 and the i20. Other models include Getz Prime, Accent, second generation Verna, Tucson, and the Sonata Transform. Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil Nadu. Both plants have a combined annual capacity of 600,000 units.In the year 2007 Hyundai opened its R&D facilty in Hyderabad Andhra pradesh , employing now nearly 450 engineers from different parts of the country.Basically the Hyundai Motors India Engineering (HMIE) gives technical & engineering support in Vehicle development and CAD & CAE support to Hyundai's main R&D center in Namyang Korea.

OBJECTIVEForeign players are adding to their investments in Indian auto industry.
The company aims to achieve sustainable, profitable growth through the development of superior products, and customer-relevant technologies. The company¶s top priority is achieving global competitiveness in an increasingly global environment.

MISSION
To create exceptional automotive value for our customers by harmoniously blending safety, quality and efficiency. With our diverse team, we will provide responsible stewardship to our community and environment while achieving stability and security now and for future generations.

VISION
Our Team provides value for your Future.

SWOT ANALYSIS
Strengths
The Quality Advantage

Hyundai owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. The Santro was chosen the best in the premium compact car segment and the Getz in the entry level mid . while 90% owners would probably repurchase the same make of vehicle. Power IQS Study). best service advisor experience.D. aluminum. A Buying Experience Like No Other Hyundai has a sales network of 250 state-of-the-art showrooms across 189 cities. Power CSI study also reveals that 97% of Hyundai owners would probably recommend the same make of vehicle. best in-service experience. . most user-friendly service and best service initiation experience. The 92% of Hyundai owners feel that work gets done right the first time during service. Power SSI Study Quality Service across 1036 Cities In the J.D.size car segment across several parameters. which go into the production of automobiles.D. best service delivery. highest service quality. Our high sales and customer care standards let us to achieve higher nameplate in the J. content. plastics and rubber. Power CSI Study Hyundai scored the highest across all 7 parameters: least problems experienced with vehicle serviced. Weaknesses Commodity Price Risks Hyundai commodity price risks to higher costs due to changes in prices of inputs such as steel. layout and performance of vehicles across several parameters. with a workforce of over 6000 trained sales personnel to guide our customers in finding the right car. This study measures owner in terms of design. The J.

is the highest annual sale since company began operations 25 years ago. The company has a well structured exchange risk management policy.7 % in 2006-07.7% in 2006-07. Threats Risk Factors . The company manages the exchange risk by using appropriate hedge instruments depending on the prevailing market conditions and the view on the currency.72.000 units. The record sales performance was reflected in the financials. In a volatile commodity market. Exchange Rate Risk The company is exposed to the risks associated with fluctuations in foreign exchange rates mainly of import of components & raw materials and export of vehicles. company led the growth in the passenger car sector last year.3% in 2005-06 to 47. Net Sales (excluding excise) grew by 31% to Rs 93. Profit after Tax jumped 270% to Rs 5421 million. long term contracts dilute the benefits. This. Hyundai also gained market share. where your company gives top priority to ensuring smooth availability of inputs. long term contracts are helpful. if any of a decline in input prices. the company continues to attempts to enter into long term contracts based on its projections of prices.In order to mitigate these risks. Opportunities Leading Growth As the market leader.456 million. as I said earlier. Hyundai sales went up 30% to 4. Operating Profit Margin increased from 0. They also help minimize the impact of growing input prices. Conversely. mainly on account of its performance in the competitive A2 segment where it increased its share from 40.8 % in 2005-06 to 4.

2 million (INR154. we use the instrument of insurance to mitigate the risk.6% from the previous year.103.935. down 26.2 million). commodity prices. interest rates. currency exchange rates. Tata Motors Limited In the 2009 fiscal year. whether this growth momentum will continue has to be seen. Threats from Competitors Maruti Udyog Limited For the fiscal year ended December 2009. Whenever possible. The company reported a net income of $2.4 million) in the 2009 fiscal year. The company made a net profit of $185 million (INR8.517 million.3% from the previous year. Although 2005-06 was year of continued growth for the Indian economy. Hyundai is exposed to a variety of market and other risks including the effects of demand dynamics.In the course of its business. These scales depend on demand. Maruti generated revenues of $193. hazard events and specific assets risk. Business Risks The automotive industry is very capital intensive. Such investments require a certain scale of operation to generate viable returns.542. Tata Motors generated revenues of $3. as well as risk associated with financial issues. an increase of 4.805 million for fiscal 2008. .

Consumer Buying Process .

car designs were revamped making them more competitive aesthetically with popular brands like Honda and Toyota. again. the Hyundai brand doesn¶t mean cheap. And it means a lot more. Hyundai¶s sales have actually grown. Quality problems were addressed. Clearly. the new brand image is being heard and believed. and it was a brand that was not known for quality. the Hyundai brand still carries some of those old stigmas. In fact.000 mile warranty. and with the excellent warranty giving consumers peace-of-mind. Today. Today.Hyundai ± A Lesson in Reinventing a Brand Twenty years ago the Hyundai brand represented cheap. and higher-end Genesis were released. Tuscon. New models like the Santa Fe. Hyundai has increased their own spending. As a result. starter cars. And while other auto brands have reduced advertising and marketing spending in recent years. but they¶re more of a distant memory than anything else. It means affordable. too. . 100. elevating the brand image. While other automobile brands have struggled to maintain sales. Hyundai¶s path to reinvent its brand didn¶t happen overnight. consumers named Hyundai Marketer of the Year for 2009 in an Ad Age poll. Next. The first step came in 1998 when Hyundai became the first auto manufacturer to offer a 10-year. It was a brand that people poked fun at. Hyundai¶s market share has grown with no signs of slowing down. new car sales grew.

Hyundai was the first to step up to the plate with innovative programs (similar in nature to its pioneering warranty program that most auto manufacturers have since copied in some form). Hyundai introduced its Assurance Gas Lock program (when gasoline prices were soaring to record levels in the United States) rather than offering discounts and dealer incentives. Hyundai seems to be doing all the right things to successfully reinvent its brand and continue to reap the rewards. The Assurance Gas Lock program guaranteed $1. Our secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car. Our secondary consumer target is college students who need style and speed. Hyundai¶s efforts to reinvent its brand have worked. Positioning . but in 2009. Each of the four marketing strategies conveys Hyundai¶s differentiation to the target marketing segments identified above. and other popular brands are battling quality problems. which can negatively affect brand perception.Fast forward to 2009 when Hyundai responded to economic problems consumers faced with its assurance program that allowed customers to return the Hyundai vehicles they purchased that year if they lost their jobs. During a time when consumers were actively looking for brands they could trust. which was up from just 40% two years earlier. 60% of consumers were reported to be aware of the brand and willing to buy it. Our primary consumer target is middle to upper income professionals who need true value for their money and comfortable ride in city conditions. What do you think? Has Hyundai successfully reinvented its brand or is there still more work to be done? Target Markets Hyundai¶s marketing strategy is differentiated marketing. car manufacturers are using bailout money. Later that year. Our primary business target is mid sized to large sized corporates that want to help their managers and employees by providing them a car for ease of transport. Not only is Hyundai¶s market share at an all time high. While U.49 per gallon gasoline to consumers who purchased Hyundai vehicles during the summer months of 2009.S.

This price reflects a strategy of 1) attracting desirable channel partners 2) Taking market share from Maruti. ‡ The Dealer will represent a district or main City.Using product differentiation we are positioning the Hyundai Pa as the most versatile. Distribution The Stockist will represent 3 to 4 districts in a State. ‡ The booking agents will be individuals working on freelance basis Marketing Communications By integrating all messages in all media we will reinforce the brand name & main points of product differentiation. Research about media consumption. Strategies Product Hyundai new car is fully loaded and will be sold with 3 year warranty. ‡ The Sub-Dealer shall represent a particular area or taluka. value added car model for above target market used. convenient. We will also introduce a diesel/CNG/LPG version of Hyundai new car in the near future. pattern will help our advertising agency to choose appropriate media and timing to reach prospects before & during the . The marketing strategy will be focused on promoting the car as economic car for the next generation. Also the high end model will have an option of GPS system. Price Hyundai¶s new car base model will be introduced at ex-showroom price of 3 lakhs.

aggressive form makes for a look of stability. The agency will also co-ordinate public relation efforts to build Hyundai brand & support the differentiation message. The analysts predict the pricing of this premium hunchback to start from Rs. You get lower road noise and a greater feeling of stability as you sail over our roads with feather-touch ease. European Styling. a sense that it is packed with energy and ready to deliver a dynamic drive. To attract market attention & encourage purchasing. . After launching cars for the masses since so many years. It's a perfect complement to your evolved tastes and lifestyle. To attract. we will offer a limited time. Thereafter. The Hyundai is a generation different from other cars. Its solid look is complemented by an equally rooted road presence and class-defining ride quality.product introduction. Styled with a clear sense of muscularity. we will use trade sales promotions and personal selling to channel partner. Marketing Mix Product Features: The all-new ³Hyundai ´ is fully loaded with a range of exciting new features. And the best way to take your driving pleasure to a brand-new high. steering. and gearbox and rear engine mounting to be attached to a suspension frame. 3 lakh. Japanese Engineering. its one-and-a-half box. Price Hyundai is expected to take Maruti heads on with the pricing of their upcoming Ventures. Dream-Like Handling. New chassis systems allow for the front suspension lower arms. advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages. retain & motivate channel partners for a push strategy. registration & insurance. India¶s second largest automobile manufacturer is now targeting the premium segment with their latest model from the Hyundai¶s stable.

Television advertisements Advertisements to promote and market our product will be shown on leading television channels. qualities. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas. Many people listen to other people's radios or hear them in public places. Promotion Road Shows The company plans to stage road shows. Major music and sports channels will promote and they will reach out to the youth will be promoted through Star. the company is said to be studying the prospects of launching the base model at the 3 . This car will appeal to youngsters more. to display vehicles in the pavilions during various college festivals and exhibition. they would quite likely force the competition to rethink their strategy. Sony and Doordarshan etc as it has more viewers. . Both the companies are known for their value based offerings and Hyundai with their extensive service network and brand reputation for making reliable cars should get the customer¶s nod over their competition. if they indeed do take the chance of pricing Hyundai at a considerable lower price than Zen Estilo . 3. whether or not listeners actually own a set. So radio announcements will be made and advertisements will be announced on the radio about the product features and price. Radio Radio is the medium with the widest coverage. etc. The official pricing however is still not out.5 lakh. Zee. which is priced at a higher tag of Rs.lakh price tag. However.This price range would practically rip apart Maruti¶s offering in Zen Estilo.

neon signs will be displayed at clubs. Banners. malls. Leaflets at the initial stage will be distributed at railway stations. Workshops and Seminars Workshops and seminars will be held in colleges and big corporate to make people aware about the companies past performance and product features. its affordability and usage. vast distribution network. the products offered which suits the customers need accordingly. college areas and various other locations. Profits are negative or low because of this reason. etc for the customer to read. Booklets and pamphlets Booklets will be kept at car showrooms. .Print Ads Daily advertisements in leading newspapers and magazines will be used to promote the product. banners. PRODUCT LIFE CYCLE Introduction As a new product much time will be spent by the organization to create awareness of it presence amongst its target market. retail battery outlets. Road shows will be conducted where free trials of the car would be given. outside theatres and shops to promote our brand car. neon signs Hoardings. discs. These booklets will provide information about our company.

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Sales slow down as the product sales reach peak as it has been accepted by most buyers.i10. and however the product will either have to be re-modified.Verna. They will take the next step by integrating CRM strategy with social media to unleash Social CRM. 1.300GT.i20.Tiburon. Discover how to integrate social networks into your online strategy 3.Accent. Hear how conversion techniques supports engagement during buying cycle . Social CRM engages customers throughout the buying cycle. PRODUCT LINE Elantra.Tucson. or replaced within the market.Getz.Hyundai SantaFE. the organization will see a period of rapid sales growth. Decline Sales and profits start to decline.Champ. Learn how to use social media brand channels to drive direct marketing 2. and connects social media to the sales engine.Santro. As the sales of Maruti Zen Estillo is high as compare to Hyundai Getz then the consumer will buy Hyundai Pa by providing them with great benefits in future and they will accept it.Hyundai stands on Growth Stage.Excel.Hyundai Tuscani.Hyundai ATOS.Growth If consumer clearly feels that this product will benefit them in some ways and they accept it.i30.Hyundai Sportage. the organisation may try to change their pricing strategy to stimulate growth.Verna Transform CRM Hyundai is getting attention as the company that cares about its customers.Scoupe. Maturity Rapid sales growth cannot last forever.Sonata.

Mass Customization The mass customization model presents a challenge to the production planning process in the automobile industry. the Hyundai supply chain has approximately 400 first tire suppliers. Some of the important strategies required for mass customization are: E-Commerce ‡Internet Supply chain management: A typical supply chain management in the automobile industry is formed by thousands of companies related with the raw materials supply. make-to-order requirement involving a big number of suppliers. The goal of mass customization is to produce a high quality product with the shortest delivery time and lower cost. In the future. For example. implementing a flow manufacturing to achieve one-batch-size capability. For instance. Mass customization implies that the customers can select order and receive a specially configured product to satisfy their specific requirements. the sub-assembly. the part of production. establishing a spontaneous supply chain around standard materials. the final assembly and the distribution. 2. many companies will go from a make-to-stock to a mass customization business model. One of the problems in the automobile industry is the simultaneous combination of a large-volume-production requirement with a large variety of small-lot.Hyundai plans to transform from a make-to ±stock company to a mass customization company to reduce the costs of parts and unsold cars. Internet: . creating agile systems to order process based on product configuration and building parametric CAD templates with automatic CAD/CAM linkages to CNC equipment.500 second tier suppliers and an unknown number of third or superior tier suppliers. Mass customization is accomplished by proactively developing product families around a modular product architecture.

Total Quality Management It is Hyundai Motor Company s philosophy that adhering to the highest quality is its most important promise to its customers. which has resulted in the Company taking top honors . producers get better signals regarding the customers¶ preferences and demand levels. Educational and Vocational training.Integrating Internet services into vehicles.Procurement and supply chain 2. and is influencing the production planning process. The low cost and high speed of this communication method is necessary for the mass customization strategy to be economically feasible and to tell the automakers what you want them to build. such as web and e-mail access 3. Science and Technology and much more. Four primary areas where automobile manufacturers are applying internet technologies are 1. Environment. The objective of this trust is to address the expectations of society and to initiate the concrete steps to extend support in the field of Health Care. Road Safety. Social Responsibility Hyundai Motor India Limited (HMIL) will launch "Hyundai Motor India Foundation" (HMIF).As in other industries. The advent of electronic commerce over the internet has facilitated new relationships for connecting with new supply chain partners. The direct channel between manufacturers and consumers is enabling mass customization. J. Hyundai Motor plans to continue reinforcing quality management with its vision for GQ3355 3rd place in global standing for actual quality within 3 years and 5th place in global standing for perceived quality awareness within 5 years. Art. which in turn lead to better inventory management and production planning.Sales. thereby significantly increasing the quantity and quality of inter-organizational information flows. marketing and distribution systems 4. beating Toyota in the overall brand ranking. a public charitable trust .D. .To attract online customers The internet facilitates e-procurement across the auto industry. the internet revolution has had different impacts on the automobile industry. This promise is kept through Quality Way . Power studies. As a consequence. a policy that aims for the development and production of zero defect vehicles.

Time. sex. strong. gregarious. family size. Father¶s Day." Good demographic example: ³Trix are for kids´. indifferent. climate. regular user).Segmentaion Geographic Segmentation: (region. city. and they also want it to be "nail-friendly. gender. Attitude toward product (enthusiastic. negative. Loyalty status (None. Oh. generation. Lifestyle-. occupation. convenience and comfort. medium. Targeting kids. speed---Quality. safety. . plus countries) Demographic Segmentation: (age. Readiness attitude toward product (aware. interest. first-time user. vacations). family life cycle. religion. Benefits (quality. metro size. User status (nonuser. Children are influencing adults¶ choices of items like hotels and travel destinations. special occasions. convenience. medium. hostile). and strugglers) Personality Compulsive. According to an informal survey by the Detroit Free Press. income. heavy user). Money). Social class is also put under demographics. desire. strivers. absolute). Usage rate (light. social class-is also sometimes put under psychographics) Examples: Ever since the infamous Dodge La Femme of the 1950s. density. intending to buy). authoritarian. and ambitious) Lifestyles/Attitudes/Interests and Opinions Behavioral Segmentation: Occasions (regular occasions. Psychological Segmentation: Social class (Lower lowers to Upper uppers). race.achievers. potential user. education. auto engineers have been trying to create car models that specifically appeal to women drivers. service. Mother¶s Day. economy. ex-user. women want what men want in a car: quality. holidays. positive. Orange juice for breakfast. nationality.

particularly in new product development. has maintained the strategy of self reliance. Korea. Hyundai Motor also carries put a broad range of social contribution programs around the world with the goal of promoting happiness for all people. Hyundai Symbol and Slogan Befitting our position as a global enterprise. since its foundation in 1967. In spite of a late entry into the auto business. .Product Planning & Development product development (NPD) of Hyundai Motor Company. 'Moving the World Together' ± means going forward together with our neighbors to a better society and better life. The strategy of Hyundai contrasts sharply with other auto makers in developing countries as well as with other Korean makers. which. this strategy has led to Hyundai becoming a domestic market leader and to becoming the thirteenth producer in the world.

Meaning of Slogan .

Meaning of Symbol .

Brand Positioning and Brand Identity .

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