INTERNSHIP

PRESENTATION
ON
HYUNDAI
BY:
SHAKTI SINGH
SECTION E

HISTORY
The Hyundai Motor Company was founded by Chung Ju-Yung
.It is a division of the Hyundai Kia Automotive Group, South
Korea's largest and the world's Sixth Largest Automaker.
Hyundai Motor Company- 1967
It is headquartered in Seoul, South Korea.
In Ulsan, South Korea Hyundai operates the world's largest
integrated automobile manufacturing facility which is
capable of producing 1.6 million units annually.
The Hyundai logo, a slanted, stylized 'H', is symbolic of two
people (the company and customer) shaking hands and its
official global tagline slogan is "Drive your way". Hyundai
means "modernity" in Korean.

VISION & MISSION

Vision statement:
Our team provides value for your future.
Mission Statement:
To pursue excellence and deliver cars
that inspire, so you can live your life the
way you want. And drive your way.

OBJECTIVE
Primary Objective:
To analyze brand loyalty of
customers towards the
companys products range
Secondary Objective:
Analyze consumer satisfaction
and sales promotion of
Hyundai for different cars.
Analyze the after sales service
provided by company

MODELS

AUTO SALES 2016

SWOT Analysis
Strong domestic market

Design

Good quality

No luxury cars

Cheap labor costs

No innovations

Production facilities

Strengths

Weaknesses

SWOT Analysis
Cost Reduction
diversification

Competitors from
Germany,
Japan

Cheaper cars

European and
African
market

Opportunities

Threat from local

companies

10yrs warranty in
USA

Threats

RESEARCH METHODOLOGY
Description research design was chosen keeping in view the objectives of the
research with accurate description of variables in the problems method. Data
collection method: The method of collecting primary and secondary data
since the primary data are to be originally collected, while the secondary
data is the collection works merry that of completion 1.Primary data: It is
collected through survey method, through direct communication with
respondents. It is data gathered for a specific purpose or a specific research
project. The questionnaire is administration to the respondents and doubt
relating to the question were explained and cleared. 2.Secondary data: The
secondary data, which was various source like company records, magazines,
trade journals, websites and investment publication Research Instrument:
The research instructed used for collecting vary data is a questionnaire. The
survey was collected structured questionnaire, question some of which a
sked the respondents to choose are among several alternatives; the
questionnaire is prepared by using both close ended question and open
ended questions. Sampling: Sampling allows concentrating our attention
upon a relatively smaller number of people and hence, to devote more
energy to ensure that the information collected from them is accurate.

DATA COLLECTION
The task of data collection begins after a research
problem has been defined and research design has
been chalked out while decided about the method
of data collection to be used for the study we must
know that there are basically two types of data
Primary data and Secondary data.
In the present study only secondary data has been
incorporated.

Secondary Data
The data collected for the project undertaken gives
the information about the sales measures and
practice applied for selling the goods. The data has
been allocated from various information channels
like companys websites about the products and
offers & different strategies, business magazines,
news websites etc.

Sampling
Probability sampling: In this method of sampling each unit of
the population has a define chance of being included in the
sample
Non probability sampling: In this sampling method for
selecting the units of the samples is adopted. The basic of
selection can be simply opportunity convenience and purpose.
The research has adopted non probability sampling method
for this study. Sampling unit target: The main targets for this
study are the customers of DSC HYUNDAI MOTOR LTD,
CHENNAI. The employees such as driver and owner of the car
are included in the study. Sampling size: The total size of the
sample is 150 customers .

RESEARCH
PROCESS

AREA OF WORK
The report is the result of a survey which was undertaken
in Agra city. The objectives of the project has been fulfilled
by getting response from the customer associated to
these segments through a personal interview in the form
of a questionnaire. The responses available through the
questionnaire are used to evaluate the brand loyalty for
the products of Hyundai and the willingness of the
customer to purchase its products on future.
The project also covers an analysis of the switch over of
customers to competitors products in the market.

THE RESEARCH PROBLEM

The problem formulation is the first step to a
successful research process. The project undertake
the problem of analysing the customer satisfaction
level of the Hyundai and to find the marketing
sales promotion of the product in comparison to
other products.

ANALYSIS

1. Information source about Hyundai ?

No. of
respondent

News paper

13

T.V ad

Trade show

18

Internet

Peer group

38

Personal approach by

25

dealer

2. - Which language News paper and T.V

channel do you prefer?
Newspap No. of
er

responde

Hindi

nt
38

English

52

Other

10

3. - Have you seen Hyundai Advertisement

(print ad or T.V commercial)?
Advertisem No. of
ent
Print ad

respondent
74

T.V

26

commercial

4. - Was that Advertisement effective?

No. of
respondent

Yes
No

82
18

5. - What was the influencing power of

advertisement?

No. of
responde
nt

Discount
Brand

68
6

ambassador
Free gifts
Mileage

4
22

6. - How many times do you see Hyundai and

competitors advertisement?

No. of
responde

Logan

nt
18

(monthly)
Hyundai

26

(Weekly)
Swift desire

34

(daily)

7. - Which car Advertisement is effective?

Please rank 1 to 5 as below cars.

No. of

Hyundai

respondent
40

Swift

10

desire

Logan

30

Indigo CS

20

8. - What is the influencing power of the

advertisement?

No. of
responden

Look

t
42

Technology

After sales

34

service
Engine
performance

16

9. - What is the influencing power of the

advertisement?

No. of
responden

Look

t
42

Technology

After sales

34

service
Engine
performance

16

10. - Which additional benefit attract you for

Hyundai?
Benefits

No. of
respondent

Discount

34

Free

accessories
Free gift

Extended

warranty
Service

14

Offers

10

Test Drive

24

LIMITATION OF THE SURVEY

Though, best efforts have been made to make the study fair, transparent
and error free. But there might be some inevitable and inherent
limitations. Though outright measure are undertaken to make the report
most accurate.
The limitation of the survey is narrated below:
The project is valid for Agra city only.
It was not possible to cover each and every showroom due to time
Constrains.
There may be some biased response form the respondents
Some respondents did not provide the full data.
Unwillingness on the part of the customers to disclose the information as
per the questionnaire.
The decisiveness on the part of the customers regarding some question
Hence, difficulty faced in recording and analysing the data.

CONCLUSION
This effort for the innovation in sales promotion of Hyundai car will help
the road shows, TV Advertisement, Mouth publicity etc.
And other thing is provide some offers like Discount, Diwali offers, Free
Gift like music system, Accessories etc.
My project is a key to open the door of greater comfort to the all
segment.
The customers of Hyundai are brand loyal with only a small percent
want to shift over to other brands. Trying of other brands by customers
is mainly because the customer wants to try something new.
The performance of Hyundai good in comparison to other brands.
After sales service is the basic feature influencing brand loyalty.

SUGGESTION AND RECOMMENDATION

After this study some points emerge which should be
implemented by the media for enhanced the impact of
advertisement for sales promotion.
Advertisement should be given more space news paper.
Advertisement should be published in colored forms more
now days it is too much effective for sales promotion.
Sales promotion is effective through advertisement.

QUESTIONNAIRE
Name
Address of the customer
Occupation
Other Vehicle Owned
Age
Annual Income

QUESTIONNAIRE
1. - How you become interested about Hyundai ?

(1) News paper (2) T.V ad

(3) Trade show

(4) Internet

(5) Peer group

dealer

(6) Personal approach by

2. - Which language News paper and T.V channel do you prefer?

(1) Hindi

(2) English

(3) Other

QUESTIONNAIRE
3. - Have you seen Hyundai Advertisement (print ad or T.V
commercial)?
Yes

No

Print ad
T.V commercial
4. - Was that Advertisement effective?
(1) Yes

(2) No

QUESTIONNAIRE
6. - What was the influencing power of advertisement?

7. - How many times do you see Hyundai and competitors

advertisement at T.V and in News paper?
(1) Daily

(2) Weekly

(3) Monthly

(4) Hardly

8. - What is the influencing power of the advertisement?

QUESTIONNAIRE
9. Which feature do you most like in Hyundai?
Attributes

Rating scale

(1) Looks

(1) Interior

(1) Comfort

(1) Mileage

(1) Safety

(1) Boot Space

QUESTIONNAIRE
10. Which part of promotion activity do you most prefer to
(1) Trade Show

(10) Engine

buy a car? Please rank 1 to 15

(1) Discount

performance
(11) Seating

arrangement
(1) Free gift

(12) Over all feature

(1) Safety feature

(13) Technology

(1) Mileage

(14)

Brand Ambassador

(1) Interior

(15)

Service part

(1) Look

(1) Special Package

(1) Test driving

BIBLIOGRAPHY
Books & Generals
Kothari, C.R., (2004), Research Methodology Methods And Techniques, Delhi,
New Age International (I) Ltd., Publishers, Pg 1 & 65.
Krishnamacharyulu, C. S. G. & Lalitha Ramakrishna, (2002), Rural Marketing,
Delhi, Pearso n Education (Singapore) Pte. Ltd., Indian Branch, 482 F.I.E.
Patparganj, India, Pp 93-114.
Ravindranath. V. Badi & Narayansa. V. Badi, (2004), Mumb ai, Himalaya
Publishing House, Pp. 78-96.
Tull Donald, S. & Hawkins, Del I. (2005), Marketing Research Measurement &
Methods, New Delhi, Prentice-Hall Of India Pvt. Ltd., Pg 530-552
India today
Business standard
4ps of marketing ( vol. no.3 feb.2010)

BIBLIOGRAPHY

Web sites
www.hyundai.com
www.altavista.com
www.google.com