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of the Degree of Bachelor of Business Administration 2008-2011
Under the Guidance of: Rupali Pardasani Assistant Professor
Submitted By: Puneet Kumar Gupta Enrollment No. 1221471708
Maharaja Agrasen Institute of Management Studies Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086
This is to certify that I have completed the Project titled “Study of Customer Satisfaction at MGF HYUNDAI MOTORS LTD.” under the guidance of Rupali Pardasani in partial fulfillment of the requirement for the award of Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.
Signature: Name: Puneet Kumar Gupta Enrollment No.:1221471708
This is to certify that the summer project titled “Study of Customer Satisfaction at MGF HYUNDAI MOTORS LTD.” is an academic work done by Puneet Kumar Gupta submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration from Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him/her in the project has not been submitted earlier.
Name of the Faculty : Rupali Pardasani Designation : Assistant Professor
Automobiles have become an indispensable part of our lives, an extension of The human body that provides us faster, cheaper and more convenient mobility every passing day. Behind this betterment go the efforts of those in the industry, in the form of improvement through technological research. The Indian automotive component industry is dominated by around 500 players which account for more than 85% of the production. Hyundai
improve The quality of life of The team members and promote robust economic activity in India. After conducting the survey it was observed that most of The Hyundai owners were satisfied with their services and its maintenance. The next phase looks upon The research carried out for analyzing The response towards Hyundai. Chapter 1 Introduction about The Industry Chapter 2 About The Organization . The designing and interiors are most liked by The customers but few people also want it to be more affordable. has adopted The "Growing Together" philosophy of its parent Company TMC to create long-term business growth. but also through ancillary industries. along with its dedicated dealers and suppliers. Hyundai Motor Limited (TKM) aims to play a major role in The development of The automotive industry and The creation of employment opportunities. Hyundai Motor Limited firmly believes that The success of this venture depends on providing high quality products and services to all valued customers through The efforts of its team members.This project on Hyundai tells us about the satisfaction level of consumers with The Hyundai. As a joint venture between Group and Hyundai Motor Corporation.Motor Co. realize greater employment opportunities for local citizens. Firstly Introduction about The Automobile Industry has been explained in this project. not only through its dealer network. Hyundai Motor Limited. was established as an independent Company in 1937. This has been done by conducting a survey. In this way. TABLE OF CONTENTS Page No. Hyundai Motor Limited aims to further contribute to progress in The Indian automotive industry.
1 Objectives of The Study 3.3 Limitation of Study Chapter 4 Findings and Analysis 4.1 Findings from Primary Data Chapter 5 Conclusion Chapter 6 Recommendations ANNEXURE Annexure I Annexure II Bibliography Questionnaire Product Mix of Hyundai .Chapter 3 Research Methodology 3.2 Methodology 3.
05% per annum from 2002-03 onwards as illustrated in Fig which clarifies its emergence . The turnover of this industry has been growing at a mammoth 28.CHAPTER 1 Introduction about the Industry Introduction The Indian automotive component industry is dominated by around 500 players which account for more than 85% of the production.
During 1990s.as one of India's fastest growing manufacturing sectors. economically attractive costs (manufacturing costs are 25%-30% lower than its western counterparts). the turnover of The Indian auto component industry is expected to touch US$ 18. conversance with global automotive standards. development and simulation. foreign exchange reserves crossing The $150 billion mark. the component manufacturers supply 75% of their exports to global Tier 1 OEMs and the remaining to the aftermarket. flexibility in small batch production and growing information technology application for design. growing value of Indian Rupee compared to US dollar and reducing inflation rate. This is largely due to the growing capability of The Indian component suppliers in understanding technical drawings. Besides The burgeoning demand of auto components from global majors.7 billion by 2009 and estimated to reach US$ 40 billion by 2014. Based on this. 100% . the domestic automobile industry has been showing a sparkling growth caused by increasing customer base and affordable loans. Overview of Indian Automobile Industry The liberalized policies of The Indian Government paved towards steady evolution of India as a stable and market driven economy with the real Gross Domestic Product growth in excess of 8%. the auto components market in India used to be dominated by supplies to the aftermarket with only 35% exports sourced by global Tier 1 OEMs (Original Equipment Manufacturers). The industry made a sustained shift to the global Tier 1 market and today.
00. tractors about 2.19%. Among The automobiles. in 2005-06.71% of The total number of automobiles produced in the country. Multi Utility Vehicles (MUVs) to The tune of 1.5% resulted in increased number of multinationals establishing Their bases in India and with export markets looking up. The automobile production in the sub-continent has been growing steadily @ 18. absence of local content regulation.33%.95%. 3 wheelers to the tune of 4. Presently.53% per annum from 2002-03 onwards with total vehicle production standing at a mammoth 1. cars about 11. buses & trucks constitute 2.296 nos. India is the second largest market after China for two & three wheelers.77%.Foreign Direct Investment. 2 wheelers account for 75. The Indian automobile industry is poised for a phenomenal growth. manufacturing and imports free from licensing & approvals in The automobile sector coupled with customs tarifforauto components reducing to 12.09%. .31.96% and Light Commercial Vehicles (LCVs) about 1.
& Suzuki Motorcycle India (P) Ltd. motorcycles account for 81.74% per annum & mopeds @ 2. and premium variety cars from 4000 in 2002-03 to 5000 nos. The subcontinent stands as the 4th largest producer of trucks in the world.. scooters @ 6.000 nos. scooters about 13.. Two wheeler production units in India constitute of Japanese OEMS (Original Equipment Manufacturers) which include Hero Honda Motors. motorcycles have exhibited production growth @ 19. MidSize. . These statistics vividly reveal the increasing capacity of The Indian customer.000 to 204. thus driving The passenger car demand rapidly up The price ladder. and Indian OEMs consisting of Bajaj Auto Ltd.99% per annum.000 in 2002-03 to 715.59%. mid-size cars from 122. Out of The two wheelers produced in India. in 2005-06. executive cars from 2000 to 23.000 by 2014.000 nos.In tractors production.000 nos. Coming to The passenger car segment.000 in 2002-03 to 98.65% per annum from 2002-03 onwards..000 in 2005. The production of cars in The country has been growing at a mammoth 27.03 onwards.000 in 2009 and 2654. Analysts speculate car production in The sub-continent to touch 1575. in 2005-06 with growth @ 48.42% and mopeds to the tune of 4. LML .155 per annum from 2002-03 onwards.99% of the total production.58% per annum from 2002. The mini car segment production reduced from 150.58% per annum from 2002-03 onwards. The Indian passenger car market is far from being saturated leaving ample opportunity for volume growth since the per capita car penetration per 1000 is only 7 compared to 500 in Germany. India is one of the two largest manufacturers in the world along with China. Yamaha Motor India (P) Ltd. the country is positioned 11th in car production in the world. Executive & Premium varieties. In general. There has been a steady rise in compact car production from 333. Honda Motorcycle & scooter India (P) Ltd. Cars and MUVs exports rose from 72. Out of this.06. Compact. in 2005-06. T V S M o t o r Company Ltd. The production statistics which shows The growth of 2wheelers @ 16.000 nos. cars are broadly classified as Mini.000 in 2002-03 to reach 176.
61%. Korean OEM Hyundai Motor India Ltd. Mahindra & Mahindra 7. Force Motors 2.41% and oThe4rs 2. Kinetic Motor Company Ltd. Out of the aforementioned.. Hyundai Motor (P) Ltd. Volvo India (P) Ltd. .49% and Medium & Heavy Commercial Vehicles (M & HCVs) @ 27. and Royal Enfield of Eicher Ltd.40%. in 2005-06..000 in 2002-03 to reach 513..000 nos.55%.78%.14%.39% of The total production of four wheelers in India. Honda Siel Cars 2. Tatra Trucks India Ltd. The latest estimates put up production of 2 wheelers to 13.33% per annum from 2002-03 onwards in India. Eicher M o t o r s L t d . Ashok Leyland 3. Commercial vehicle exports made a steady growth from a level of 11. LML 1..03 to 41. Hyundia Motors15.57%. Hero Honda accounts for 39. & Fiat India (P) Ltd. Mahindra & Mahindra Ltd. Yamaha Motors 3. Industry analysts put up MUVs production to reach 207. & Hindustan Motors Ltd. Eicher Motors 1. Hyundai 2..6 million by 2009.Ltd. Indian OEMs consisting of Tata Motors Ltd. Tata Motors 26. Honda Siel cars India Ltd. Bajaj Auto about 26. The production of Multi Utility Vehicles (MCVs) has been showing sparkling growth @ 23.78%. and European OEMs consisting of Skoda Auto India (P) Ltd.000 in 2009 and 277.24%...000 in 2005-06.94%. Presently.000 in 2014. Light Commercial Vehicles (LCVs) @ 35. General Motors 1.... TVS Motors 17.. The exports of two wheelers made a significant growth from a level of 180.47%. & Swaraj Mazda Ltd. Force Motors Ltd. Maruti Udyog accounted for 33.41% and The remaining 2.000 in 2002.. Majestic Auto Ltd..27%..98% of The total 2 wheelers production in The country. Daimler Chrysler India (P) Ltd. Honda Motors 7.08%. The manufacturing units for four wheelers in India constitute of Japanese OEMs covering Maruti Udyog Ltd. American OEMs which include General Motors India (P) Ltd..87%. Ashok Leyland Ltd.13%.98%.84% per annum. Kinetic Engineering Ltd. & Ford India (P) Ltd. Ford India 1.
steel remains the dominant material due to its . Honda Motorcycles & scooters have ambitious plan for making this sub-continent a hub for two wheelers exports.The tractors production in the country has been making a steady growth @ 25. Also. The Indian automobile industry is flooded with huge investments involving green field and brown field projects. There are various national and multinational companies in the country that have put up state of art auto component manufacturing facilities.80% and three wheelers @ 19% per annum from 2002-03 onwards. Tata Motors is setting up its novel small car production facility near Kolkata. Hyundai plans to set up a LCV plant at Pune. Auto Components Production Range In India India is bestowed with excellent infrastructure for production of auto components.2 billion for starting production of small cars & Suzuki plans to invest US$ 1. Hyundai would be investing US$ 4. The production range of auto components in India. Hyundai plans to make India an export base for small cars. India. Of Japan would begin manufacturing cars in India. Isuzu Motor & Nissan Motor belonging to Hitachi Ltd. All These forward towards further increase in demand for auto components.6 billion in India. For many of the auto components. Telecon is investing about US$ 54 million for production of earth moving vehicles/components at Kharagpur in India.
kick down & reverse bands. fatigue & fracture resistance. output shaft. Along with The above. wear resistance. bolts. spring steels for suspension springs while low carbon case hardening steels are applied for components that require wear resistance. arm sector shafts. center link etc.versatility providing a wide range of properties through the choice of appropriate combination of composition and processing. rear axle. While low carbon/low carbon alloy case hardening steels are u s e d f o r moderately/severely stressed components. long term availability of raw materials. struts. pinion shafts. tie rod ends. arm parts. good recycling ability. Steel required for chassis components are met with cold forming & wieldable low carbon/micro alloyed steel sheets/plates while deep drawing & extra deep drawing varieties of steel sheets are employed for body. Technology of machining. Various low carbon/low carbon alloy steels are used for rivets. pitman & idler arms. piston pin & oil fan are met by low carbon steels. medium carbon steels/alloy steels based on requisite mechanical properties are applied for crankshafts. front axle. Transmission parts such as input shaft. corrosion resistance etc. fabricating or forming of engineering components has undergone rapid changes with the advent of Computer . clutch discs & plates. heat treated and/or machined into automotive components fulfilling The specific design criteria requiring critical set of properties like strength & toughness. nuts & other fastener items. Suspension and steering parts such as knuckle ball studs. connecting rods. Steels are shaped. ball joint studs. formed. a relatively favourable price and The large experience based knowledge favour steel as a choice for use in auto component manufacturing. are either made of medium carbon steel or alloy steel depending upon The conferred properties. automatic transmission components etc. pulley. are made with medium carbon/alloy steels while The gears are made of low carbon/low carbon alloy case hardening steels. The steel requirements in general for engine parts such as fan. rocker arm shafts e t c .
Aided Manufacturing systems and robotics.12% per annum from 2002-03 onwards. at The most competitive prices. Also. 10% to Africa. The auto component exports from India rose from a mere US$ 0. Today. auto parts maker Robert Bosch of Germany will investment US$ 201.8 billion in 2005-06 showing growth @ 45. Based on The sparkling growth in demand for auto components.(MICO). more powerful & fuel efficient vehicles with greater degrees of reliability & safety will continuously drive The steel industry towards development and manufacturing of steel with closer band of metallurgical properties. 1. In 2005-06. about 36% of the component exports headed for Europe. leaner alloy compositions. automobile sector accounts for 7% of the total steel consumed in India. The sparkling growth of the automotive component industry and the automobile industry in India translates into a tremendous potential and opportunity for domestic steel producers to cater to the needs of these industries where steel is the most vital input. of Japan is planning to start auto component manufacturing in India with its O E M s . Consequently. 26% for America. Among various investments pumping in India. Dubai based auto . the auto component manufacturers require the highest degree of consistency in the quality of the steels both metallurgical and dimensional.I s u z u Motor & Nissan Motor to begin manufacturing cars in India.5% to Oceania and others account for 0. Ltd.61% per annum from 2002-03 onwards. the total investment in Indian auto component industry has been showing a tremendous growth @ 22. GKN Driveline. physical properties.760 billion in 2002-03 to US$ 1. the changes in customer expectations for lighter. a wing of UK based auto c o m p o n e n t manufacturer GKN plans to open a new manufacturing facility in India.5% of the total exports. higher strength to weight ratio etc.4 million in its Indian subsidiaries over two years with bulk of investment in Motor Industries Co. Accordingly. 16% for Asia. Hitachi Ltd. global auto majors and domestic giants have been investing heavily in India because of India's competitive advantage. India Emerging as Hub for Auto Components Indian auto component industry is fast emerging as an attractive OEM & Tier 1 supplier. 10% to Middle East. The investment is expected to rise further with huge strides.
forgings. leaf springs. instrument. dash board assembly. starters. gear boxes. alternators & door trims from The present level of US$ 150 million to around US$ 600 million by 2009 from India. gear boxes. stampings in power train.3 million last year to its operations in South Africa and plans to source components worth US$ 200 million. starters.ancillary Parts International Company plans to invest about US$ 3. radiators. alternators and panel instrument assembly from India. exhaust parts. radiator caps. crankshafts. cluster assembly & bumpers. propeller shafts and aluminium pressure die casting products to global operations. establishing partnerships in India & abroad and have been investing in or acquiring companies overseas. wiring harnesses & cables. Visteon which had already invested US$ 56 million is sourcing components for exterior. leaf springs. Considering the above. Fiat India has been taking various measures to become a global sourcing hub for components by exporting components worth US$ 8. alloy wheels. horns. steering system. drive shafts. over 20 OEMs have set up International Purchasing Offices (IPOs) in India for components and the figure is expected to double by 2010. axles. complete engines for IKON model.6 million in India over three years which includes setting up a manufacturing facility to service exports to CIS & SAARC countries. motors. castings. Delphi is planning to source components such as piston rods. body panel. Ford Motors plan to source components like steering columns. Along with this. In continuation with this. AC system. springs. Hyundai already invested US$ 197 million to supply transmission system. Indian auto component manufacturers are substantially increasing investments in production capacities. sheet metal/stampings for chassis and electrical parts like wiring harnesses & armature motors worth US$ 250 million by 2007. catalytic converter. global multi nationals are shifting automotive design centers into India with India evolving as an . General Motors which presently is sourcing components worth US$ 6 million from Indian suppliers intends to ship parts worth US$ 1 billion for its global production units by 2010 and The components include crankshaft forgings.
Conclusions With increased role of outsourcing in an integrated global economy and India being considered as a low cost automotive component producer possess a greater edge in the global market aspiring to capture 10% share of the global market which translates into an export target of US$20 billion by 2015. testing. validating and production of auto components caused by excellent IT skills & exemplary automotive domain knowledge. . This is expected to increase the demand for alloy steels providing a great opportunity for alloy steel producers in the country to capitulate on it. by the current trends in the domestic automotive industry. the indigenous demand for auto components is estimated to reach US$20 billion in The next 10 years.excellent automotive R & D base for prototyping. Also.
CHAPTER 2 About The Organization COMPANY PROFILE 1.1 ABOUT HYUNDAI MOTORS INDIA LIMITED .
South Korea and is the largest passenger car exporter and the second largest car manufacturer in India. Asia and Australia. To support its growth and expansion plans. HMIL commissioned its second plant in February 2008.000 units per annum. HMIL currently has a 290 strong dealer network and 580 strong service points across India. Latin America. HMIL currently has a 290 strong dealer network and 580 strong service points across India. HMIL currently exports cars to more than 110 countries across EU. quality and testing capabilities in the country. HMIL presently markets 6 models of passenger cars across segments. raising HMIL’s total production capacity to 600. The A2 segment includes the Santro. . which produces an additional 300. which will see further expansion in 2010. Africa.Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company (HMC).000 units per annum. To cater to rising demand. HMIL’s fully integrated state-of-the-art manufacturing plant near Chennai boasts of the most advanced production. It aims to become a centre of excellence for automobile engineering and ensure quick turnaround time to changing consumer needs. It has been the number one exporter of passenger car of the country for the sixth year in a row. To support its growth and expansion plans. HMIL has set up a modern multi-million dollar research and development facility in the cyber city of Hyderabad. In continuation with its commitment to providing Indian customers with cuttingedge global technology. HMIL is the first automotive company in India to achieve the export of 10 lakh cars in just over a decade. Middle East. the A3 segment includes the Accent and the Verna. the A5 segment includes the Sonata Transform. i10 and the i20. As HMC’s global export hub for compact cars.
” The Hyundai logo is symbolic of The Company's desire to expand. Hyundai Motor India Limited was formed in 6 May 1996 by The Hyundai Motor Company of Korea.2 COMANY’S HISTORY The beginning of Hyundai Motor Company dates to April 1946 when founder. The first production plant was established in Irrungattukotai near Chennai. The most popular being The Santro Xing. India. Hyundai sells several models in India. . HMIL's first car. The name Hyundai was chosen for its meaning which in English translates to “modern. Ju-Yung Chung established Hyundai Auto Service in Seoul. The Hyundai Santro was launched in 23 September 1998 and was a runaway success. i10 and The i20.1. Tucson. The oval shape represents The Company's global expansion and The stylized "H" is symbolic of two people (The Company and customer) shaking hands. and The Sonata Transform. Verna TRANSFORM. Within a few months of its inception HMIL became The second largest automobile manufacturer and The largest automobile exporter in India.OTheR models Include Getz Prime. South Korea at The age of 31 years. Accent.
customers. The company’s vision is five core strategies: global orientation. the company’s takes responsibility for The environment and society and provide benefits to all stakeholders including shareholders. The company’s strive’s to create a more affluent lifestyle for humanity. executives. creates profits. The spirit of creative challenge of the company has been a driving force in leading HMIL to where it is today. The spirit of creative challenge. respect for human values. . and contribute to the harmony and co-prosperity with shareholders. customer satisfaction. employees and other stakeholders in The automobile industry. They have a desire to create an automobile culture of putting customer first via developing human–centered and environment–friendly technological innovation. It is the permanent key factor for HMIL to actively respond to change in the company’s the management system and seek creative and self–innovative system. employees.3 COMPANY’S VISION The company’s motto is "Innovation for Customers". and cultural creation. The primary objective of a private enterprise. and communities.1. suppliers. technology innovation. customers. Furthermore.
Corporate Philosophy Management Philosophy With the spirit of creative challenge. . customers. we will strive to create a more affluent lifestyle for humanity. employees and other stakeholders in the automobile industry. and contribute to the harmony and co-prosperity with shareholders.
technology innovation. customers. Furthermore. suppliers. executives. and communities. and cultural creation.The spirit of creative challenge has been a driving force in leading HMC to where it is today. customer satisfaction. respect for human values. . we create profits. and offer sustainable mobility in order to implement our corporate philosophy and provide benefits to all stakeholders including shareholders. It is the permanent key factor for HMC to actively respond to change in the management system and seek creative and self–innovative system. the primary objective of a private enterprise. employees. Vision We announced "Innovation for Customers" as our mid–to long–term vision with five core strategies: global orientation. With the spirit of creative challenge. We desire to create an automobile culture of putting customer first via developing human– centered and environment–friendly technological innovation. we take responsibility for the environment and society we belong to.
we focus on communicating our corporate . executives and employees. Also.Management Policy Based on a respect for human dignity. labor. we make efforts to meet the expectations of all stakeholders including customers and business partners by building a constructive relationship amongst management.
values both internally and externally. . and gaining confidence from all stakeholders.
of retail space under development. Jhandewalan. Especially. MGF DEVELOPMENTS The MGF Developments has been making a difference to Indian lifestyle and development for over seven decades. environmental management. and strengthening product competitiveness. It is an organization that in many ways has been a model for a host of new companies entering the field.ft.Mid-and Long-term Strategies. Today. our business and our employees. Our longevity and success represents an unmatched commitment to our customers. Faiz Road. we selected environmental management as one of our strategies to meet the needs of our stakeholders and the society we belong to. higher brand values. the MGF Developments today is making a difference in Real Estate Development and Automobiles Distribution ventures across India. ABOUT MGF MGF Developments is a leading player in the field of retail real estate and property development in India. We also intend to promote sustainability development and preservation of the environment. It was first in the sector to introduce the concept of condominiums in the country. From being the pioneers in the Hire Purchase and Leasing business. with almost 3 million sq. New Delhi. it is one of the largest shopping mall developers in the National Capital Region. and has brought in international standards in commercial complexes and shopping malls. The centralized location of . Motor India Ltd located at 1. business innovation. Some of MGF Developments’ landmark projects include the Metropolitan. MGF Hyundai is one of the leading names in Automobiles dealership of Hyundai. The Plaza and the City Square Mall in Gurgaon in 2003. We developed five mid–and long–term strategies: global management.
West & South and providing dedicated professional after sales service to our esteemed customers by having service centers at G. the MGF Developments portfolio spans the entire spectrum of small. The MGF Developments brings international expertise. Mayapuri and Okhla. East. solid knowledge of the Indian Market and to a certain extent our competitive advantage with our large customer database.the showroom effectively covers whole of Delhi in North. efficient services to our customers with utmost priority being the Quality of Service and Customer Satisfaction. The MGF Developments vision is to be recognized as: The preferred provider of services and integrated solutions in all its areas of operation A diverse team of talented professionals with expertise in selected segments An employer of choice. MGF Hyundai is having highly professional & motivated team. MGF was taking a revolutionary step that would help hasten the country's development. distribution network and customer services. Automobiles dealerships. cutting-edge technology and global scale of operations to deliver 100 percent satisfaction to its customers. factoring services. consumer finance. dedicated leaders providing their prompt. fostering a culture that values Dedication. vehicle financing. Respect and Continuous Improvement . VISION AND MISSION At a time when India was awakening to the call of freedom. Karnal Road. Patparganj. medium and large-scale equipment finance as well as big ticket leasing.T. Today. clients and employees. Our longevity and success represent an unmatched commitment to our esteemed customers. MGF Mayapuri service station is also the training hub for all North Indian Hyundai Service stations. and infrastructural development.
anticipates and supplies customer requirements efficiently and profitably” “Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges” Which definition is right? In short. They all try to embody The essence of marketing: .MARKETING What is marketing? There are many different definitions of marketing. They all are. Consider some of The following alternative definitions: “The all-embracing function that links The business with customer needs and wants in order to get The right product to The right place at The right time” “The achievement of corporate goals through meeting and exceeding customer needs better than The competition” “The management process that identifies.
• Marketing is a business-wide function – it is not something that operates alone from other services which customers demand To help put things into context. activities. you may find it helpful to often refer to The following diagram which summarises The key elements of marketing and Their relationships: business • Marketing is about understanding customers and finding ways to provide products or .• Marketing is about meeting The needs and wants of customers.
and changes in The political. What are customer needs and wants? A need is a basic requirement that an individual wishes to satisfy. Success is dependent on satisfying customer needs. Therefore. economic. customer wants are usually quite narrow. social and technological environment. All These factors have to be taken into account as a business tries to match its capabilities with The needs and wants of its target customers. The marketing concept is about matching a Company's capabilities with customer wants. They face threats from competitors. People have basic needs for food. This matching process takes place in what is called The marketing environment. A want is a desire for a specific product or service to satisfy The underlying need. . Many of These needs are created from human biology and The nature of social relationships. An organisation that adopts The marketing concept accepts The needs of potential customers as The basis for its operations. very broad. Customer needs are broad. This important perspective is commonly known as The marketing concept.MARKETING CONCEPT AND ORIENTATION It is a fundamental idea of marketing that organisations survive and prosper through meeting The needs and wants of customers. Customer needs are. shelter. affection. Businesses do not undertake marketing activities alone. esteem and self-development.
Consider this example: Consumers need to eat when they are hungry. . This leads onto another important concept . but They also have to make Them affordable to a sufficient number to create profitable demand.that of customer demand: Consumer demand is a want for a specific product supported by an ability and willingness to pay for it. Businesses do not create customer needs or The social status in which customer needs are influenced. The media and marketing activities of businesses. It is not McDonalds that makes people hungry. For example. For some. But relatively few are able and willing to buy one. For others a microwave ready-meal meets the need. Businesses therefore have not only to make products that consumers want. businesses do try to influence demand by designing products and services that are •Attractive •Workwell •Areaffordable • Are available Businesses also try to communicate The relevant features of Their products through advertising and other marketing promotion. Consumer wants are shaped by social and cultural forces. many consumers around the globe want a Mercedes. Some consumers are never satisfied unless Their food comes served with a bottle of fine Chardonnay. What they want to eat and in what kind of environment will vary enormously. However. eating at McDonalds satisfies the need to meet hunger.
One version of The origins of The marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. Jerome McCarthy. E. in his American Marketing Association presidential address. The fundamentals of marketing typically identifies The four Ps of The marketing mix as referring to: Product -An object or a service that is mass produced or manufactured on a large scale with a specific volume of units. It is determined by a number of factors including market share. A prominent marketer. Typical examples of a mass produced objects are The motor car and The disposable razor. such as personnel and packaging. product identity and The customer's perceived value of The product. took The recipe idea one step further and coined The term 'Marketing-Mix'. DEFINITION Although some marketers have added other Ps. . This version continued in 1953 when Neil Borden. A typical example of a mass produced service is The hotel industry. proposed a 4 P classification in 1960. A less obvious but ubiquitous mass produced service is a computer operating system.MARKETING MIX The marketing mix is generally accepted as The use and specification of The four Ps describing The strategic position of a product in The marketplace. Price – The price is The amount a customer pays for The product. which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes. competition. The business may increase or decrease The price of product if other stores have The same product. material costs.
A certain amount of crossover occurs when promotion uses The four principal elements together. Sales staff often plays an important role in word of mouth and Public Relations. public relations. conferences. It can include any physical store as well as virtual stores on The Internet. Promotion has four distinct elements . sponsorship deals. radio and Internet adverts through print media and billboards. Advertising covers any communication that is paid for. By offering The product with The right combination of The four Ps marketers can improve Their results and marketing effectiveness. which is common in film promotion. exhibitions. Word of mouth is any apparently informal communication about The product by ordinary individuals. say from $19. potentially related to a promotional offer. This category has grown each year for The past decade while most other forms have suffered. word of mouth and point of sale. Promotion – Promotion represents all of The communications that a marketer may use in The marketplace. Making small changes in The marketing mix is typically considered to be a tactical change.00 would be considered a strategic change in The position of The product. Public relations are where The communication is not directly paid for and includes press releases. as in useful items distributed to targeted audiences with no obligation attached. optimizing The marketing mix is The primary responsibility of marketing. from television and cinema commercials. It is often referred to as The distribution channel. However a change of $131 to $130.00 to $39. For example. One of The most notable means of promotion today is The Promotional Product. .Place – Place represents The location where a product can be purchased. a large change in The price. It is The only form of advertising that targets all five senses and has The recipient thanking The giver. satisfied customers or people specifically engaged to create word of mouth momentum. seminars or trade fairs and events. Broadly defined.advertising.99 would be considered a tactical change. Making large changes in any of The four Ps can be considered strategic.
need. Once that research is complete it can be used to determine how to market your specific product. It can also involve discovering how They act. MR-Anywhere is a very good platform for market research and analysis For starting up a business There are a few things that are important: Market information Market information is making known The prices of The different commodities in The market. Information about The markets can be obtained in several different varieties and formats. The supply and The demand.MARKET RESEARCH Market research is for discovering what people want. Examples of market information questions are: Who are The customers? Where are They located and how can They be contacted? What quantity and quality do They want? When is The best time to sell? . or believe.
products etc. use of product differences. The market size is more difficult to estimate if you are starting with something completely new. your customers. demographic differences. But besides information about The target market you also need information about your competitor. A few techniques are: Customer analysis Product research Advertising research Risk analysis Choice Modeling Competitor analysis . during a period of time. and psychographic differences.MARKET SEGMENTATION Market segmentation is The division of The market or population into subgroups with similar motivations. In this case. Widely used bases for segmenting include geographic differences. you will have to derive The figures from The number of potential customers or customer segments. personality differences. Market trends The upward or downward movements of a market.
CHAPTER 3 Research Methodology .
4. or have been applied within a discipline or A particular procedure or set of procedures. The systematic study of methods that are. . can be. 3.1 OBJECTIVES OF THE STUDY 1. rules.2 METHODOLOGY Research can be defined to be search for knowledge or any systematic investigation to establish facts. and postulates employed by a discipline. To understand customer satisfaction regarding the products offered by the company. 5.3. To understand the importance of client relationship. 2. The primary purpose for applied research is discovering interpreting and The development of methods and systems for The advancement of human knowledge on a wide variety of scientific matters of our world and The universe. To find out the problems faced by customer. To know the feedback of customers regarding the services which are being provided by the company. 3. Research Methodology can be defined as: The analysis of the principles of methods. To know the customer satisfaction towards the after sales service offers by MGF Hyundai.
3. Exploratory research can be performed using a literature search. and forming hypotheses. Exploratory research has the goal of formulating problems more precisely. but in other cases different phases of the same research project will fall into different categories. but rather. . When surveying people. and case studies. seek to interview those who are knowledgeable and who might be able to provide insight concerning the relationship among variables. gathering explanations. clarifying concepts.1 Population The main emphasis of the study was on the customers of MGF Hyundai in New Delhi. eliminating impractical ideas. Exploratory research may develop hypotheses.2.2 Sample Design Marketing research can classify in one of three categories: Exploratory research Descriptive research Causal research These classifications are made according to the objective of the research.2. In some cases the research will fall into one of these categories. exploratory research studies would not try to acquire a representative sample. Case studies can include contrasting situations or benchmarking against an organization known for its excellence. 3. focus groups. but it does not seek to test them. Exploratory research is characterized by its flexibility. surveying certain people about their experiences. gaining insight.
A special type of crosssectional analysis is a cohort analysis. descriptive research should define questions. ● Causal research seeks to find cause and effect relationships between variables. As opposed to exploratory research. determine the proportion of the population that uses a product.3 Sample Size How many people should be surveyed? Large samples give more reliable results than small samples. what. longitudinal studies are not necessarily representative since many people may refuse to participate because of the commitment required. It accomplishes this goal through laboratory and field experiments. when. 3. The research associated to my project is EXPLORATORY RESEARCH. There are two basic types of descriptive research: longitudinal studies and cross-sectional studies. thus allowing one to monitor behavior such as brand-switching.2. people surveyed. However. the who. or predict future demand for a product. Cohort analyses are useful for long-term forecasting of product demand. . Such preparation allows one the opportunity to make any required changes before the costly process of data collection has begun. and how aspects of the research should be defined. it is not necessary to sample the entire target population or even a substantial portion to achieve reliable results. Cross-sectional studies sample the population to make measurements at a specific point in time. why. In other words.● Descriptive research is more rigid than exploratory research and seeks to describe users of a product. and the method of analysis prior to beginning data collection. Longitudinal studies are time series analyses that make repeated measurements of the same individuals. which tracks an aggregate of individuals who experience the same event within the same time interval over time. where. However.
period. analysis. interpretation. (also called original source). or evaluation of the original information. A secondary source contrasts with a primary source.4 Sources of Information Primary Sources Secondary Sources Primary Resources Primary source. which is an original source of the information being discussed. information. . Secondary Sources In library and information science. is a term used in a number of disciplines to describe source material that is closest to the person.2. 3.Samples of less than 1 percent of a population can often provide good reliability given a credible sampling procedure. A customer-based survey was conducted in which 100 people were asked to fill the questionnaire. or idea being studied. synthesis. historiography and other areas of scholarship. Secondary sources involve generalization. a secondary source is a document or recording that relates or discusses information originally presented elsewhere.
Because the information collected from the customers by meeting them at their working places.3.5 Data Collection Tool Primary Sources Questionnaire – To analyze buying behavior and in order to gain an insight into the buyer need-satisfaction level. Measurement of customer satisfaction is a complex subject. The study is conducted for a period of 2 months. The opinion now about Hyundai may not be the same after some days because of new entrants. a questionnaire was formulated and administered among 73 people. 3. which uses nonobjectives method.3 LIMITATIONS OF THE STUDY The sample size is limited to 100 of respondent. . company service centers. which is unreliable. the information extracted would not be sufficient from the respondents.2.
CHAPTER 4 Findings and Analysis .
The people from age group below 25 and above 60 are less buyers of the vehicle II HANDLING OF QUERIES AT THE TIME OF DILEVERY . Age Group Upto 25 Years 26-35 Years 36-45 years 46-60 60 and above Total 30 25 20 15 10 5 0 Respondents 10 25 20 15 Upto 25 Years 26-35 Years 36-45 years 46-60 60 and above 30 Respondents 10 25 30 20 15 100 ANALYSIS: The maximum buyers of Hyundai cars as per the survey shows that the customers from the age group of 25-35 and 36-45.I. ANALYSIS OF HYUNDAI CAR OWNERS AT MGF ON THE BASIS OF THEIR AGE GROUP.
were satisfied with the handling of the queries while 14% were dissatisfied with them. about 86%. .14% 86% YES NO ANALYSIS: Most of the customers.
.III. 13% YES NO 87% ANALYSIS: 87% of the customers found car clean and undamaged at the time of delivery while 13% found the car to be dirty or damaged. INTERIOR OF THE CAR CLEAN AND UNDAMAGED AT TIME OF DELIVERY.
NO 40% YES 60% ANALYSIS: 60% of the customers surveyed found the paperwork to be fast easy and clearly explained while 40% found the paperwork as delayed and difficult. FAST . .IV. EASY AND CLEARLY EXPLAINED PAPERWORK.
ON TIME CAR DELIVERY WITHALL COMMITMENTS FULFILLED. 100 80 60 40 20 0 85 15 YES NO ANALYSIS: 85% people received the car on time with all commitments fulfilled while 15% did not get the car on time.V. .
EXPLANATION OF CAR FEATURES.VI. 53% considered them good while 25% rated them as average. WARRANTY AND SERVICE SCHEDULE. . VII. KNOWLEDGE AND BEHAVIOUR OF SALES CONSULTANT ECELLENT 15% BAD 7% AVERAGE 25% GOOD 53% ANALYSIS: While 15% customers thought that the knowledge and behavior of the sales consultant was excellent only 7% thought they were bad.
52% considered them good while 15% rated them as average. NEW CAR DELIVERY EXPIRIENCE. 15% 6% BAD AVERAGE GOOD EXCELLENT 55% .60 50 40 30 20 10 0 BAD AVERAGE GOOD EXCELLENT 8 22 15 52 ANALYSIS: 22% customers thought that the car features warranty and service schedule was excellently explained while 8% customers with dissatisfied. 24% VIII.
POST SALES FOLLOW UP DONE REGULARLY. .IX.
AVERAGE EXCELLENT 10% BAD 4% GOOD 66% X. RESPONSE TO COMPLAINTS QUICKLY. .
OVERALL EXPIRIENCE AT MGF HYUNDAI .70 60 50 40 30 20 10 0 5 BAD AVERAGE 13 65 17 GOOD EXCELLENT XI.
BAD 5% EXCELLENT 32% AVERAGE 8% GOOD 55% .
Better after sales service.SWOT ANALYSIS Strengths: Convenient place. Attending complaints promptly. Delay in service Opportunities: . More sales promotional activities. Large space Quality service. Change of genuine spare parts. Lack of latest technology High maintenance cost. Weaknesses: Thin mechanic force Weak competitive strategies. Maintaining customer relationship.
. Growing demand Launch of new products like i-30 in the pipeline. Increased purchasing power of Indian Consumer. Lack of latest market information. Loss in market share. Established brand name. Threats: Increased competition.
CHAPTER 5 Conclusion .
We know that getting new customer is double the cost of retaining the old customer so the company should focus on retaining the old customers whom a in the future purchase the product or recommend others to purchase the product. Since each customer is like an asset for an organization the company should try to improve in the area of dissatisfaction.CONCLUSION From the findings and analysis it is clear that Hyundai Car is highly preferred when compared to the other brands of car in the same segment. Thus they help directly or indirectly for the product sale. With the analysis through the survey conducted for a period of 2 months in Delhi on the consumer satisfaction of Mgf Hyundai Car Dealer. the findings and analysis shows that 80% of the consumers are happy with the dealer and also sales service and rest 20% of them says that they are dissatisfied. Change is the only think to retain and attract the customers so the company should identify the needs and dry to fulfill them. .
CHAPTER 6 Recommendations .
Hyundai must adapt new technology and train their employees. . It accounts for 60 percent of the domestic market. Hyundai should adopt an offensive marketing strategy for attracting customers. Mgf hyundai must bank upon this aspect. Better relationship with customers India is 11th largest passenger car market in the world. India is the second-biggest market for small cars after Japan.RECOMMENDATIONS Mgf Hyundai should adopt defensive marketing strategy because as being one of the largest car dealer in delhi market.
Annexure I – Questionnaire Annexure II – Product Mix of Hyundai
Annexure I Questionnaire
Name: …………………………………………………………………… Address: ……………………………………………........................... ...................................................................................................... Contact Number: …………………………………………………....... Age: ………………………………………………………………………
(Questionnaire will be used for academically only.) QUESTIONS 1. Were all your queries handled during the delivery? 2. Were the interiors of the car clean and undamaged at the time of delivery? 3. Was the paper work fast easy and clearly explained? 4. Was the car delivered on time with all the commitments fulfilled? YES NO
QUESTIONS BAD AVERAGE GOOD EXCELLENT 5. How was the knowledge and behavior of sales consultant? 6. Were the car features, warranty
explained to you?
7. How was the ‘new car delivery ceremony’ experience? 8. Were the post sales follow up done regularly? 9. Was the response to your
complaints quick, if any??
Thank you so much for your time and support.
186 277.688 340.365 Santro NonA/C (Solid) Santro NonA/C (Metallic) Santro GL (Solid) Santro GL (Metallic) .871 344.Annexure II Product Mix of Hyundai Hyundai Car Models SANTRO Ex-Showroom Prices for DELHI Model Ex-Showroom Prices (Rs.) 274.
240 .Santro GLS (Solid) Santro GLS (Metallic) Santro GLS Audio (Solid) Santro GLS Audio (Metallic) 361.205 398.645 387.726 I 10 Ex-Showroom Prices for DELHI i 10 1.1 IRDE D-Lite (Solid) Era (Metallic) Magna (Solid) i10 1.945 369.449 364.229 372.914 443.085 411.2L Kappa Magna (Solid) Sportz GLS(Metallic) Model Ex showroom prices (Rs) 347.
100 615.439 620.4L Asta AT (BS IV) i20 1.2L Asta (O) w/ Sunroof (BS IV) i20 1.4L Sportz (BS IV) i20 1.394 750.935 518.409 575.581 I 20 Ex-Showroom Price for DELHI Model (Petrol) i20 Era (BS IV) i20 Magna (BS IV) i20 Sportz Option (BS IV) i20 Sportz (BS IV) i20 Asta (BS IV) i20 1.4 Asta (BS IV) Ex showroom price (Rs) 453.904 533.4L Era (BS IV) i20 1.102 655.4L Magna (BS IV) i20 1.4L Sportz Option (BS IV) i20 1.100 697.217 561.Magna AT(Solid) Asta AT WS GLS(Metallic) 458.934 575.103 .099 640.934 493.
ACCENT Ex-Showroom Prices for DELHI Model Accent EXECUTIVE Accent EXECUTIVE .LPG Ex-Showroom Prices (Rs.699 .) 499.900 536.
6 SX VTVT (BS IV) Verna 1.013 Verna 1.891 858.5 CRDi VGT (BS IV) Verna 1.6 VTVT WITH AUDIO (BS IV) Verna 1.627 923.VERNA Ex-Showroom Price for DELHI Model Ex-Showroom Price (Rs.364 675.350 807.5 CRDi VGT WITH AUDIO (BS IV) Verna 1.869 789.6 VTVT (BS IV) Verna 1.804 751.5 SX CRDi VGT AT (BS IV) .5 SX CRDi VGT (BS IV) Verna 1.) 657.
4 MT FL with 6 Air Bag Sonata CRDi (MT) With 6 Air Bag Sonata CRDi (AT) With 6 Air Bag Prices (Rs.612.713.994 .300 1.SONATA Ex-Showroom Prices for DELHI Model Ex-Showroom Sonata 2.478 1.463.) 1.
Principles of Marketing Management.nytimes. 04/05/09. New Delhi 3) Websites http://www.R. Philip Marketing Management. 06/06/09. Kotler & Armstrong. New Delhi Times of India. 2009. Ltd. Varshney & Gupta. Marketing Research. Gupta. Excel Books. Marketing Management. Marketing Research..html .L. 13th edition. Dorling Kindersley (India) Pvt. Prentice hall India. 2003. S. New Delhi. 2005. 2) Newspapers Times of India. Kotler. South Asia... Research Methodology. Vikas Publishing House Pvt.com/2004/08/04/business/global-growth-gives-Hyundai-29-rise-inprofit.Bibliography 1) Books Kothari. C. Aaker. Ltd. 2001. Sultan Chand & Sons. 3rd edition. 2004. 1997. John Willey & Sons.
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