-Hyundai-and-Tata SECOND.rtf

8/10/2019 -Hyundai-and-Tata SECOND.rtf

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LITERATURE REVIEW

Indian Economy has undergone a radical transformation in the last three

decades. The discoveries and invention in various fields of life is perhaps

being the reasons for this transformation. The mareting strategy in India

!hich !as practiced in the olden days has either been changed or been

refined so as to ad"ust !ith this dynamic !orld. If !e consider the early

years of development of our economy# It is observed that the producer$s

consumers as !ell as production and consumption is becoming more and

more comple% and speciali&ed.

The present emphasis is one matters of providing a complete 'comfort$ or

'status$ to the customers every !al of life. In the light of the present

mareting scenario# through this pro"ect# (o! ()U*+AI ,-T-R

TATA ,-T-R can increase its maret share in /automobile industry

emphasis on mareting.

Authentic mareting is not the art of selling !hat you mae but no!ing

!hat to mae. It is the art of identifying and understanding customer

needs and creating solutions that deliver satisfaction to the customers#

profits to the producers and benefits for the staeholders. 0 1hilip 2otler

This 1ro"ect report tries to tae a loo on various aspects on ,areting

and study of ,areting strategies adopted by (yundai ,otors India

Limited 3(,IL4 Tata ,otors !ith a special focus on (yundai 5antro

Tata *ano.


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The follo!ing table presents a comparative vie! of the e%tent of

motori&ation in India vis0>0vis certain other countries in the !orld.

Country Passenger Cars in Use To!"#ee$ers in Use%er T#ousand Persons %er T#ousand Persons

De&e$o%ed Countries

U.5.A ?@ ;?

United 2ingdom B@B ;C

Dapan B


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OB+ECTI,ES

5ome of the O-ecti&es!hich are focused upon in this report are8

A comprehensive analysis of Indian Automobile Industry.

To study the ,areting 5trategies of (yundai Tata.

To focus on ,areting ,i% of (yundai Tata

To study the consumer satisfaction level !ith focus to (yundai

Tata

,ilestones achieved by (yundai Tata

Recommendations and observations regarding (yundai Tata


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(,IL$s fully integrated state0of0the0art manufacturing plant near

9hennai boasts some of the most advanced production# 6uality and

testing capabilities in the country. In continuation of its investment in

providing the Indian customer global technology# (,IL has announced

plans for its second plant# !hich !ill produce ;=#=== units per annum#

raising (,IL$s total production capacity to ?==#=== per annum by C==@.

The plant !ill be built on a C.; million s6uare meter site ad"acent to the

e%isting facility !ith an investment of H?=0H== million on its ne!

integrated facility. (,IL is investing to e%pand capacity in line !ith its

positioning as (,9$s global e%port hub for compact cars. Apart from

e%pansion of production capacity# (,IL plans to e%pand its dealer

net!or# !hich !ill be increased from ;?G to ;= this year. And !ith the

company$s greater focus on the 6uality of its after0sales service# (,IL$s

service net!or !ill be e%panded to over ;#=== in C==@.

(,IL has many a!ards in its bou6uet. It !as declared /The 5tar9ompanyamongst unlisted companies by usiness 5tandard this year.

Fet& got the coveted /9ar of the )ear C==@a!ard t!ice over. It !as

declared a !inner by both usiness 5tandard ,otoring and 9*90TV;

Autocar Auto a!ards. (yundai Elantra !on the 9*90TV; Autocar

/est Value for ,oney9ar A!ard.

(,IL !as also the /,anufacturer of the )eart!o years in a ro! in

C==G and C==@. I9I9I -verdrive A!ards declared (yundai as the /9ar

,aer of the )ear in C==@. (yundai products !ith state of the art

technology have also been !inning many accolades over the years.

5antro bagged top honours in D+ 1o!er Asia 1acific for three years.


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Accent !as raned *o. ; in D + 1o!er Asia 1acific A1EAL for t!o years

and also got usiness 5tandard ,otoring Dury a!ard for its 9R+i model.

(,IL has also been a!arded the benchmar I5- ;?==; certification for

its sustainable environment management practices.

The follo!ing table sho!s the (,IL$s cars and the various segments

they belong to as in the Indian maret.

5egment 9lassification (,IL$s 9ar 1rice

3E% 5ho!room in +elhi4

5ub 0 9ompact 5anto Ming Rs. C@


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e%ported cars !orth Rs. ;#BC crores and targeting an overall e%port of

over Rs. C#@== crores in this fiscal up from Rs. ;#@== crores in C==G0=@.

(,IL has sold a total of CBG#@ vehicles in the 9alendar )ear C==@ so

far# achieving a gro!th of C;K over the Danuary0*ovember sales in C==@.

While domestic sales in Danuary0*ovember# C==@# !ere ;?#; 0 a

gro!th of ;G.GK over the previous year# overseas sales during the period

stood at #BGB units 0 a gro!th of C


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A"ARDS 0 RECO1NITIONS

As one of the fastest gro!ing automobile compaies in India# (yundai has

many accomplishments to its credit.

Business Standard ! /5tar 9ompanyA!ard to (yundai ,otor India

+D Poer Asia Paci2ic

(yundai 5antro has topped the +D Poer Asia Paci2ic Initia$

3ua$ity Study 4I3S5 that measures product 6uality for three years

in a ro! 3)ears C==@# C==G and C==@4

(yundai 5antro has topped the +D Poer Asia Paci2ic APEAL

study that measures customer satisfaction for three years in a ro!

3)ears C==G# C==@ and C==4

(yundai Accent has topped the +D Poer Asia Paci2ic I3S for

C==@ and the A1EAL study for C==G and C==@.

Business Standard Motoring

(yundai Fet& is BS Motoring6s 6Car o2 t#e Year6C==@

BS Motoring 7 BS 8999 7 Co'%any o2 t#e year C==@N(yundai

,otor India Limited

(yundai 5antro is BS Motoring6s 6Car o2 t#e Year6for ;


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PRODUCT ! /YUNDAI SANTRO

The 5antro !as launched on 5eptember CBrd

;


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P

s o2 /yundai Motor India Ltd. "it# 2ocus to /yundai Santro

Ever since its launch in ;


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produced e%clusively in India and the Indian Ming !ill no! drives the

World. The idea !as to create a constant hype around 5antro to give it

that competitive edge and mae it the truly /sunshine car.

9(I9 A*+ 9LEA*

(yundai calls the 5antro a Euro0styled# premium hatchbac. If simple

straight lines and a practical# consistent design theme are indicative of

pronounced European0styling# then the 5antro belongs to that class.

European or not# the 5antro is a good0looing car that is also upfront

about its focus on practicality# !ith marginal e%cesses in design# a trait

that could not be associated !ith (yundais first car for the Indian maret

the 5antro.

It$s e%terior styling gives it a sort of dual personality. The large format#

clear lens0type headlamp cluster dominate the cars frontal vie!. The

short# sloping bonnet and the single0slat grille seem to visually add some

more measure to the 5antro$s already class0leading !idth. These features

as !ell as the broad front bumper and the sharply raed !indscreen mae

it loo very sedan0lie# !hen vie!ed from the front. The muscular

shoulder flans and the prominent# flaring !heel arches give ita !ell0

planted# aggressive profile.

5I,1LE I*TERI-R5

The interiors of the 5antro !ear a fresh and simple loo. The finish

6uality is good and dimensional accuracy of dashboard and door panels

rival those of a fe! 90segment cars. The soft feel plastic used for the

dashboard panels adds a touch of class# but the dimpled finish may be a

bit difficult to clean and maintain in Indian conditions.


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There are ample storage options# including the deep glove bo%# the

removable ashtray cup# bottle and cup holders at the front and rear# seat

side pocets# coin storage on the door handles# bag hoo at the rear of the

front passenger seat and the G=8?= split# folding rear seats that go on to

more than treble the boot storage space. The instrument cluster is housed

in a simple semicircular dashboard panel and features t!o rounds#

chrome0lipped gauges for the rpm meter and speedometer. The cluster

also features a digital cloc and trip meter. 1o!er and tilt0ad"ustable

steering is standard. The centre console features a brushed aluminum

slap0on panel and houses rotary type controls of the (VA9 3air0

conditioning4 system and positive type controls for the rear defogger#

ha&ard lights and fog lamps. The dual ad"usting air0conditioner louvers

loo sophisticated and add to the 5antro$s up maret image. The

dashboard e%tends more than a foot into the cabin. While this gives the

driver even more open storage space on the flat faced top# at the bottom#

after the dashboard tapers off# the driver and co0passenger get loads ofrecessed leg space.

E*FI*E TRA*5,I55I-*

The 5antro had been brought in !ith (yundais ne! ;#B?;cc# in0line#

four0cylinder# 5-(9 engine that develops a ma%imum po!er of C.


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obviating fre6uent shifts to a lo!er gear. 5o# !hile the 5antro delivers a

lively performance in city traffic# the lull before pea tor6ue ics in may

be only a tad bothersome on the high!ay. ut once you are past B#===

rpm# it &ips.

2E) TE9(*I9AL 51E9I7I9ATI-*5 A*+ 7EATURE5

5antro Ming

+imension and Weight -verall Length 3mm4 BG

-verall Width 3mm4 ;C

-verall (eight 3mm4 ;


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undoubtedly one of the roads to success in the intensely competitive

automobile business. 9eteris 1aribus# the purchase decision of the first0

time buyer is influenced by four factors0001rice# 1rice# 1rice and 1rice.

The first is the price of ac6uisition. The second is the price of finance or

the rate of interest on the loan. The third is the price of maintenance#

!hich includes the cost of fuel# service and spare parts. And the fourth is

the price of disposal or the resale value of the car.

(igh indigeni&ation stood (yundai in good stead !hen it came to its

entry pricing. (yundai surprised its competitors !ith a under Rs.B lah

3e%0factory4 price# slightly belo! the ,aruti Oen 3Rs.B.C lah4.

9ompetitors and analysts critici&ed (yundai for predatory pricing# but

(yundai maintained that the lo! price is a result of high indigeni&ation

level and effective ancillarisation. This gave (yundai a strong foot0hold

as its production costs !ere lo!er. (yundai ensured cost competitiveness

through tie0up bet!een Luma% 3!ell no!n supplier of lighting systems4!ith (yundai$s 2orean vendor 5amlip# to form Luma%05amlip Industries.

This !as because they !ere operating on much better overhead

absorption# being suppliers to other manufacturers in India. Also# they

already had a grasp of technology because they had partnerships !ith

Dapanese# European or American companies.

(yundai offers a comprehensive range of finance pacages to suit all

budgets# including (yundai 7inance !hich as an affiliated finance

company offers complete financing pacages tailored to individual

re6uirements. (yundai also has tie ups !ith bans lie I9I9I# an of

America# 21,L etc to offer loans to buyers.


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The follo!ing table gives the e%0sho!room prices of all the variants of

5antro8

,odels E%05ho!room 1rice 3in Rs.4

5antro M2 *on A9 35olid4 C#@#


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it decided to reinforce the individualistic positioning of the brand and

tried to match the customer$s perception that the car is a commodity using

other differentiators. (yundai opted against the drop in prices# one reason

being the fact that# buyers are shopping for brand associations and

customers are unliely to let their decisions be s!ayed by savings of a

fe! thousands.

T/E T/IRD :P

7 T/E PLACE

(yundai has spent time studying dealer net!ors. It found that dealers

!ere inconveniently located# their behavior to!ards customers left much

to be desired# and there !as a lac of transparency in dealer operations.

5o the (yundai outloo to!ards dealership is compact dealership instead

of a mammoth net!or. The emphasis is on a dealer0customer

relationship !here each customer is given time. The company insists on a

one0to0one relationship to build a long lasting association. To this end# thecompany insists on o!nership and operation of dealerships resting on one

person# thus reducing absenteeism and promoting immediate decisions.

(,IL has established a start0up net!or of @= dealer !orshops 3no!

close to ;=4# e6uipped !ith the latest technology machines andinternational 6uality press# body and paint shops# across the country.

These dealer !orshops include company o!ned outlets called '(yundai

,otor 1la&a$# that provide a (yundai customer a one0stop shop for

meeting all needs.


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In place of large sho!rooms and !orshops# (yundai decided that the

!orshop should be ideally ;=#=== s6.feet# !hich could be !ored in

three shifts and the sho!rooms it preferred !ere ;#G==0;#== s6.feet.

+ealers !ho already had land !ould have to invest Rs.;. crores for the

rest. With this infrastructure dealers can handle C==0C= cars a month#

!hich gives them ade6uate time to establish rapport !ith customers.

The company has also cut e%penses of its dealers by eeping inventories

lo!. (yundai$s dealers are given limited stoc. This does not mean that

5antro$s spares come late. -n the contrary# the car$s parts are available

!ithin C? hours.

The dealer net!or is established !ith the ob"ectives of providing the

customer the very best through a C? hour hotline system# round the cloc

!orshop services# roadside services !ith to! a!ay facilities# round the

cloc helpline services# etc.

T/E ;OURT/ :P

7 T/E PROMOTION

If youre trying to persuade people to do something# or buy something# it

seems to me you should use their language# the language in !hich they

thin. 0 +avid -gilvy

5trapped !ith the tagline '5marter people drive 5antro$ (yundai 5antrohit the Indian roads nearly a decade bac. (yundai 5antro being a much

admired lifestyle brand !as launched in nine colors !ith a colorful and

"a&&y advertising campaign developed by its advertising agency 5aatchi

and 5aatchi. (yundai set aside as high as Rs crore for advertising and

promotions each month. Effective advertising can add immense value to


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brands# even in the small car segment# !here the typical customer is far

more informed and a!are of the product behind the brand.

(yundai ,otor India Ltd 3(,IL4 reali&ed Indian consumers penchantfor uni6ue designs soon after their entry into India. With the run a!ay

success of the 5antro# (,IL !as right !ith its promotion strategy and

came up !ith a !inning campaign. (yundai 5antro has come a long !ay

from its original 5antro version to

5antro &ip drive moving on to

5antro &ip plus and no! to the ne!er and refreshed

5antro Ming#

employing a different tag0line and promotional approach each time.


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INTRODUCTION O; TATA 1ROUP

The story of Tata group of business unfolds !ith the birth of its founder

Damshed "i Tata in the small to!n of *avasari in Fu"arat in ;B


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and spread its branches under the care of his successors. The only

achievement that he lived to see !as the ta" mahal hotel .it !as completed

in +ecember ;


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in the field of consumer goods industry !ith the setting up of Tata oil mill

dealing in soaps# detergents and cooing oil. ;


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Tata Trent 3Westside4 to Tata syand even gold and diamonds lie

Tanish6 brand of "e!ellery. In Information systems and communications

the Tata name comes !ith 9omputational Research Laboratories#

I*9AT# *elco# *elito 5ystems# T95 and Tata El%si.

There are soft!are companies Tata Interactive 5ystems# Tata Infotech#

Tata Technologies Ltd# Tata Teleservices# Tatanet etc. Tata ac6uired

V5*L# the Indian telecom giant from ermuda bassed 9anadian

company named Teleglobe in C==. The aim of Tata Froup to improve

the 6uality of life in the society by virtue of integrity# understanding#

e%cellence# unity and responsibility. The entire family no!n as the Tata

Froup shares these values. Tata$s contribution to India$s education#

science and technology has been !idely documented and respected. The

blue colored log of Tata speas for fluidity as !ell as fountain of

no!ledge. In can also be seen as a tree under !hich all are !elcome to

tae refuge.


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INDUSTRY PRO;ILE

An embryonic automotive Industry emerged in India in the ;


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5ome of the popular offerings in the field of light commercial vehicle

from the TATA ,-T-R5 stable are ?=@ and @=< of !hich the former has

made a distinct mar in the category of Indian L9Vs. (o!ever the

recently Tata Ace has brought about dramatic change in the Indian L9V

maret. Lo! priced and attractively designed. The Tata Ace has been

hugely popular and recorded significant sales in the first year of

production itself.

Asho Leyland is another ma"or player !ith product lie cargo @< tipper

to boast of !ith a !heel base of BC== mm and speed synchromesh

gearbo%Q it has got ? cylinder diesel po!er engines.


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COMPANY PRO;ILE

The TATA Froup comprises


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responsibility. This is a legacy that has earned the Froup the trust of

many millions of shareholders in a measure fe! business houses

any!here in the !orld can match.

OR1ANISATION STRUCTURE

When companies announce their annual reports or bas in the glo! of

successful deals# it is often the 9E-s !ho tae centre stage. (o!ever# a

lot of the ground!or for a successful venture is

done by another important functionary in the corporate machinery# the

chief financial officer !ho goes by the humbler acronym of 97-. With

rapid economic gro!th and increased globali&ation over the last decade

the importance of the finance professional has gro!n manifold and for the

top finance professional in an organi&ation# the 97-# the changing

dynamics of international business have caused him to adopt and adapt at

a frenetic pace. All these and many other details !ere discussed at theclosed0door t!o day 97- 5trategies India C==< 5ummit# organi&ed by

+ubai0based *aseba at the (otel Le ,eridien in ,umbai on ; and ;G

5eptember C==


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-n the first day 2aushi 9hatter"ee group 97-# Tata 5teel# treated the

delegates to an enlightening session. In his B=0minute presentation

/,A0gro!th strategy for value creation# 9hatter"ee spoe in detail on

the gro!th of the Tata Froup in general and Tata 5teel in particular# all on

the strength of mergers and ac6uisitions. -f particular interest !ere his

vie!s on the 9orus ac6uisition of C==@ that had occupied the pages of

pin sheets !orld!ide. 9hatter"ee candidly admitted that the earlier

gro!th of the Tata Froup had been largely organic as previous political

regimes had not been very conducive to gro!th by ac6uisition# either

domestic or international. (e called the ;= years from ;


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other aspects it lagged behind its competitors. ,ore importantly as

regards a foreign presence there !as none 9hatter"ee spoe of ho! the

senior management got together at this point of time to envision an

aspirational target for the company as !ell as brainstorm on ho! to

achieve it. 7rom these high0level discussions emerged a target0; million

tones annual capacity by C=; subse6uently revised to = million tones N

a ten0foldplus increase in "ust ten0plus years. -f course the company$s

"e!el in the cro!n Damshedpur !as to be very much a part of the action.

Target capacity !as set at ;= million tones by C=;= !ith gradual

increments over the years8 ? to million tones in C== 3already achieved4

to G. million tones in C== 3on schedule4 and G. to ;= million tones in

C=;= 3e%pected4.

Reason behind these ambitious numbers

9hatter"ee e%plained that such an ambitious target !a born out of the

management$s confidence in a vibrant !orld economy !ith special

emphasis on engines of gro!th lie India# 9hina# Russia# 5outh0East Asiaand ra&il. Indeed many of the company$s recent investments bear ample

World$s cheapest car# Tata *ano has been unveiled in the


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in its e%terior from ,aruti ==. ,oreover# the price is deemed to give the

biggest maret advantage to *ano compared to other automaers in

India$s price sensitive maret. Tata ,otors has already selected a place

for the manufacturing plant of *ano in 5ingur# a bac!ard area of

(oogly district in West engal.

Actually# Tata *ano is going to create ne! maret segment in Indian

maret. It is e%pected to lessen the difference in price level bet!een t!o

!heelers and four !heelers. 5o# industry analysts are thining that the

maret of t!o !heelers !ill be affected !ith the advent of *ano. Industry

analyst +eepa Dain has said in an intervie! that about ;=K of t!o0

!heeler maret !ill be taen a!ay by *ano.

ABOUT >TATA NANO?

T/E NANO C/ASE @

,AR9( C==B8 RATA* TATA REVEALE+ 1LA*5 T- ,A2EW-RL+$5 9(EA1E5T 9AR AT FE*EVA ,-T-R 5(-W.

,A) C==G 8 1REVI-U5 5ITE 7-R *A*- 1LA*T805I*FUR.

-9T C==G 8 1-LITI9AL -11-5ITI-* ) TRI*A,--L

9-*FRE55.

,A) C==@81EA9E TAL25 ETWEE* 5TATE T9 7AIL5Q

-*E ,-RE 7AR,ER 9-,,IT5 5UI9I+E.

DA* C==8 RATA* TATA U*VEIL5 *A*- AT +EL(I AUT-

EM1- Q 9AL9UTTA (9 TER,5 5I*FUR LA*+

A9UI5ITI-* LEFAL.

,A) C==8 5U1RE,E 9-URT RE7U5E5 T- 5TA) *A*-

R-LL0-UT 7R-, 5I*FUR.


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AUF C== 8 RATA* TATA T(REATE*5 T- EMIT 5I*FURQ

A7TER A55AULT 7A9T-R) W-R2ER 5TA) AWA) 7R-,

W-R2.

-9T C==8 TATA REA+) T- 1ULL -UT -7 T(E *A*-

1LA*T 7R-, 5I*FUR A*+ +E9LARE5 5A*A*+3FUDRAT4

A5 T(E *EW ,A*U7A9TURI*F L-9ATI-*.

,AR C==


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7R-, 5U11LIER5. T(E 9AR WA5 +E5IF*E+ AT ITAL)5

I*5TITUTE -7 +EVEL-1,E*T I* AUT-,-TIVE

E*FI*EERI*F WIT( RATA* TATA REUE5TI*F

9ERTAI* 9(A*FE5# 5U9( A5 T(E ELI,I*ATI-* -7 -*E

-7 TW- WI*+59REE* WI1ER5.

T(E *A*- (A5 C;K ,-RE I*TERI-R 51A9E A*+ A* K

5,ALLER EMTERI-R 9-,1ARE+ T- IT5 9L-5E5T RIVAL#

T(E ,ARUTI ==.T(E 9AR WILL 9-,E I* +I77ERE*T

VER5I-*5# I*9LU+I*F -*E 5TA*+AR+ A*+ TW-

+ELUME ,-+EL5. T(E +ELUME VER5I-* WILL (AVE AIR

9-*+ITI-*I*F# UT *- 1-WER 5TEERI*F. T(E I*ITIAL

1R-+U9TI-* TARFET 5ET ) TATA ,-T-R5 I5 C=#===

U*IT5 1ER )EAR.

COST SA,IN1 MET/ODS@

T(E *A*-5 --T +-E5 *-T -1E*# I*5TEA+ T(E REAR

5EAT5 9A* E 7-L+E+ +-W* T- A99E55 T(E --T

51A9E.

IT (A5 A 5I*FLE WI*+59REE* WI1ER I*5TEA+ -7 C

5-,E EMTERI-R 1ART5 -7 IT ARE FLUE+ T-FET(ER#

RAT(ER T(A* WEL+E+

IT (A5 *- 1-WER 5TEERI*F IT5 +--R -1E*I*F LEVER I5 ,U9( 5I,1LER

PRICE@

TATA I*ITIALL) TARFETE+ T(E VE(I9LE A5 T(E LEA5T

EM1E*5IVE 1R-+U9TI-* 9AR I* T(E W-RL+

AI,I*F 7-R A 5TARTI*F 1RI9E -7 ;==#=== RU1EE5 -R
http://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Production_carhttp://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/I.DE.A_Institutehttp://en.wikipedia.org/wiki/Maruti_800http://en.wikipedia.org/wiki/Production_car


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A11R-MI,ATEL) U5HC=== 3U5I*F EM9(A*FE RATE A5

-7 ,AR9( CC# C==


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RESEARC/ MET/ODOLO1Y

Research methodology is considered as the nerve of the pro"ect. Without a

proper !ell0organi&ed research plan# it is impossible to complete the

pro"ect and reach to any conclusion. The pro"ect !as based on the survey

plan. The main ob"ective of survey !as to collect appropriate data# !hich

!or as a base for dra!ing conclusion and getting result.

Therefore# research methodology is the !ay to systematically solve the

research problem. Research methodology not only tals of the methods

but also logic behind the methods used in the conte%t of a research study

and it e%plains !hy a particular method has been used in the preference

of the other methods

Researc# design@

Research design is important primarily because of the increased

comple%ity in the maret as !ell as mareting approaches available to theresearchers. In fact# it is the ey to the evolution of successful mareting

strategies and programmers. It is an important tool to study buyer$s

behavior# consumption pattern# brand loyalty# and focus maret changes.

A research design specifies the methods and procedures for conducting a

particular study. According to 2erlinger# /Research +esign is a plan#

conceptual structure# and strategy of investigation conceived as to obtain

ans!ers to research 6uestions and to control variance.

Sa'%$ing Tec#niues

The ne%t step in research study after collecting data is the sampling

process. When a decision is made to use the sample# a number of factors


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must be taen into consideration. The various steps involved in the

sampling process are8

Identifying target population.

+etermining sample frame.

5electing sampling procedure.

+etermine sample si&e.

E%ecute sampling

-btaining information from respondents.

Fenerating information for decision maing.

The target population in this study !as the 5TU+E*T5

E,1L-)EE5.

The sampling techni6ue had to be selected. There are t!o types

of sampling techni6ues8

1robability sampling

*on0probability sampling

Strati2ied Sa'%$ing

If the population from !hich a sample is to be dra!n does not

constitute a homogenous group# then stratified sampling techni6ue is

applied so as to obtain a representative sample. In this techni6ue# the

population is stratified into number of non0overlapping sub populations or

strata and sample items are selected from each stratum. If the items

selected from each stratum is based on simple random sampling# the

entire procedure# first stratification and then simple random sampling is

no!n as stratified sampling. The stratified sampling results in a more


39/60

reliable and detailed information. The researcher uses simple random

sampling for selection of items from each stratum.

Data co$$ection 'et#ods@

After the research problem# !e have to identify and select !hich type of

data is to research. At this stageQ !e have to organi&e a field survey to

collect the data. -ne of the important tools for conducting maret

research is the availability of necessary and useful data.

Pri'ary data@

7or primary data collection# !e have to plan the follo!ing four important

aspects.

Sa'%$ing

Researc# Instru'ent

Secondary Data ! The 9ompany$s profile# "ournals and variousliterature studies are important sources of secondary data.

Data ana$ysis and inter%retation

1. 3uestionnaires

2. Pie c#art and Bar c#art

3uestionnaires@

This is the most popular tool for the data collection. A 6uestionnaire

contains 6uestion that the researcher !ishes to as his respondents !hich

is al!ays guided by the ob"ective of the survey.

Pie c#art@

This is very useful diagram to represent data# !hich are divided into a

number of categories. This diagram consists of a circle of divided into a

number of sectors# !hich are proportional to the values they represent.


40/60

The total value is represented by the full create. The diagram bar chart

can mae comparison among the various components or bet!een a part

and a !hole of data.

Bar c#art@

This is another !ay of representing data graphically. As the name implies#

it consist of a number of !hispered bar# !hich originate from a common

base line and are e6ual !idths. The lengths of the bards are proportional

to the value they represent.

Pre%aration o2 re%ort@

The report !as based on the analysis and presented !ith the findings and

suggestions. The sample of the 6uestionnaires is attached !ith the report

itself.


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S"OT ANALYSIS

Strengt#s

rand

*am

eLarge+istri

bution

*et!or

W

i

d

e

p

r

o

d

u

c

t

o

ff

e

rin

g

a

t

d

if

f

e

r

e

n

t

p

ri

c

e

p

o

i

n

ts9

h

e

a

p

e

st

9

a

r

si

n

c

o

rr

e

s

p

o

n


42/60

d

i

n

g

s

eg

m

e

n

t

s

E

n

c

o

u

r

a

g

i

n

g

e

%

p

or

t

s

A

!

a

r

d

e

d

ma

n

y

a

!

a

r

d

s

E

c

o

n

o

m

y!

it

h

t

e

c

h

n

o

l

o

g

y


43/60

"ea

ness

Lacofinho

useR+

*e!

modelintroductionlimit

e

dtoon

lycosmeticcha

nges

+ominancemainlyatlo!er

levelonly35an

tr


44/60

o 4

O%

%o

rtu

nit

y

RiseofIndi

an

middle

classand

smallcitie

s Aboomin

geconom

yRising

e%ports

T#reats

,any

playersfightingfor

thesamecae

Entryofne!

players

9annibalism


45/60


46/60

140

120

100

80

60 60

40 40

20

0

Yes No

Ana$ysis

It is clear from the above diagram that most of the people do not have

9ar


47/60

.

3 ). SPECI;Y T/E ONE

Car Category No. o2 Res%ondents

(yundai E=

Tata *ano B=

-thers C=


48/60

Ana$ysis

Others

Hyundai

Tata Nano

It is clear from the above diagram that the (yundai have grabbed the


49/60

ma"or maret share among the 9ar segment automobile maret.

3 . "/O MOTI,ATE YOU TO BUY T/E CAR

;actors No. o2 Res%ondents

)our 7amily ;=

5ociety C=

5tatus BE

Life 5tyle BE


50/60

car

10

35

20

familysociety

statuslifestyle

35

Ana$ysis

,ost of the people as it is clear from the above diagram motivated by the

life style# peer group and status factors to buy the car.


51/60

3 F. "/AT ARE T/E ;EATURES YOU LOOG ;OR YOUR

CARS

Product ;eatures No. o2 Res%ondents

7uel Efficiency C=

5tyle C=

9omfort C=

1rice ?=


52/60

car

20

fuel40

20

20

style

comfort

price

Ana$ysis

It is clear from the diagram that mostly customers are

looing fuel

efficiency# price and comfort in his selection.


53/60

3 (. "/AT ARE T/E PRICE ;ACTORS< "/IC/ MOTI,ATE

YOU TO BUY T/E CARS


Reliable CE

5chemes C=

+iscount ?E

Any -ther ;=

car

10 25

reliable

schemesdiscount

any other45 20

Ana$ysis7rom the above diagram it is clear that the price factor such as reliable#

discount and schemes motivate the people to buy the 9ars.


54/60

3 H. /o 'uc# you are a22ected -y t#e %ro'otiona$ e22orts o2 t#e

co'%any

Pro'otiona$ E22orts No. o2 Res%ondents

(igh ?=

,oderate C=

Lo! B=

*o Effect ;=

car

10

40

30 e

#

20

Ana$ysis

7rom the above the diagram it is clear that most of the buyer purchase

decision is highly affected by the promotional effort of the company.


55/60

;INDIN1S

According to my survey# out of ;==# responds B;K of the people saysneither agree nor disagree about overall service provided by (yundai

& Tata ,otors

-ut of ;== respondents BCK of the people moderate about tools

techni6ues

%7rom the source of field survey# out of ;== respondents BGK of thepeople agree !ith sufficient genuine spares#

According to my survey G=K of the people says labor charge is veryhigh in the (yundai Tata ,otors as compared to roadside or any

other Authori&ed service centre.

?K of the respondents are disagreeing !ith the delivery of vehicle

timings.

%In the samples taen out of ;== respondents ?GK of the people says on

road brea do!n service is fair.


56/60

SU11ESTIONS

%,anagement should mae availability of sufficient tools and

techni6ues and genuine spare parts.

%,anagement should try to reduce labor charge and service charges as

much as possible.

%,anagement should maintain delivery timings and on road breado!n service$s as they promised to their customers.

%,a"ority of the customer$s !ants to ept open service station on

5unday$s# so management should try to provide service$s on 5unday$s

also


57/60

CONCLUSION

This pro"ect !as conducted on mareting strategies of (yundai motor

India ltd. Tata ,otors !ith focus on (yundai 5antro Tata *ano. In

this pro"ect 6uestionnaire !as prepared to no! the consumer satisfaction

level of respondents and the conclusion is based on the same.

7e! years ago# on 5eptember CBrd

;


58/60

BIBLIO1RAP/Y

,areting ,anagement by 1hillip 2otler

rand positioning by 5ubroto sengupta

1ositioning8 The attle for your mind by Al Ries Dac Trout

*e!spapers# Dournals ,aga&ines

usiness World

The Economist

Economic Times

Autocar India

Websites

!!!.hyundai.co.in

!!!.tata.com

!!!.google.com

!!!.auto!orld.com
http://www.hyundai.co.in/http://www.tata.com/http://www.google.com/http://www.autoworld.com/http://www.hyundai.co.in/http://www.tata.com/http://www.google.com/http://www.autoworld.com/


59/60

3UESTIONNAIRE

3 8. DO YOU /A,E A CAR

Car Users No. of Respondents

Yes 40

No 60

3 ). SPECI;Y T/E ONE

Car Category No. o2 Res%ondents

(yundai E=

Tata *ano B=

-thers C=

3 . "/O MOTI,ATE YOU TO BUY T/E CAR


)our 7amily ;=

5ociety C=

5tatus BE

Life 5tyle BE


60/60

3 F. "/AT ARE T/E ;EATURES YOU LOOG ;OR YOURCARS

No. o2 Res%ondents

Product ;eatures7uel Efficiency C=

5tyle C=

9omfort C=

1rice ?=

3 (. "#at are t#e %rice 2actors< #ic# 'oti&ate you to -uy t#e

Cars


Reliable CE

5chemes C=

+iscount ?EAny -ther ;=

3 H. /o 'uc# you are a22ected -y t#e %ro'otiona$ e22orts o2

t#e co'%any

Pro'otiona$ E22orts No. o2 Res%ondents

(igh ?=

,oderate C=

Lo! B=

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