Hyundai

Report

Placement Report

SUBMITTED BY
ALPHONSE KUMAR B.S
General Information

RSB1501002

Name: Hyundai Motors Limited

Industry: Automotive
Founded in: December 29, 1967
Operating in: Asia & Pacific, Europe, Middle east, Africa, North America and South America.
CEO: Chung Mong-Coo
In India
Name: Hyundai Motors India Ltd
Founded: May 6, 1996
CEO: Mr.Y K Koo
Logo:
The H in Hyundais automobile logo does stand for the companys name, its also a
stylized picture: a silhouette of two individuals shaking hands. One individual is a company
representative and the other is a satisfied customer.
Their exchange is a handshake of trust and satisfaction between company and
consumer (heres a representation of the logo with that in mind). Also notice how the H is
slanted forward, actively to the right, rather than passively to the left.
The oval around the figures indicates Hyundais global expansion, its aim to flourish
in the worldwide market beyond the Asian continent.

Market Information
The Indian auto industry is one of the largest in the world. The industry accounts for
7.1 per cent of the country's Gross Domestic Product (GDP). As of FY 2014-15, around 31
per cent of small cars sold globally are manufactured in India.
The Two Wheelers segment with 81 per cent market share is the leader of the Indian
Automobile market owing to a growing middle class and a young population. Moreover, the
growing interest of the companies in exploring the rural markets further aided the growth of
the sector. The overall Passenger Vehicle (PV) segment has 13 per cent market share.

India is also a prominent auto exporter and has strong export growth expectations for
the near future. In April-January 2016, exports of Commercial Vehicles registered a growth of
18.36 per cent over April-January 2015. In addition, several initiatives by the Government of
India and the major automobile players in the Indian market are expected to make India a
leader in the Two Wheeler (2W) and Four Wheeler (4W) market in the world by 2020.

Market Size
Sales of passenger vehicles increased by 11.04 per cent to 242,060 units in April 2016
driven by demand for utility vehicles*. While sales of passenger cars went up by 1.87 per
cent to 162,566 units in April 2016, those of utility vehicles grew by 43 per cent to 62,170
units. Sales of commercial vehicles maintained its momentum on back of replacement
demand and grew by 17.36 per cent to 53,835 units.
The two-wheeler industry also performed well. While sales of scooters increased by
35.86 per cent to 468,368 units, the demand for motorcycles shot up by a strong 16.24 per
cent to 1,024,926 units.

The local unit of Korean auto maker Hyundai Motor posted almost a 13 per cent
increase in sales at 41,201 units, helped by strong demand for models like the Grandi10, Elite
i20 and Creta.
The country's largest car firm, Maruti SuzukiBSE 2.00 %, posted growth of nearly 14
per cent, selling 1,25,778 vehicles in July. The number was the highest ever recorded in a
month by the company, which accounts for almost one of every two passenger vehicles sold
in the country.
The overall automobile industry growth rate in India is given below. The year wise
analysis is given there.

Target Markets
Hyundai marketing strategy is differentiated marketing. The primary consumer target
is middle to upper income professionals, who need value for their money and comfortable
ride in city conditions.
The secondary consumer target is college students who need style and speed. The
primary business target is mid-sized to large sized corporates that want to help their managers
and employees by providing them a car with ease of transport.
The secondary business target is entrepreneurs and small business owners who want
to provide discounts to managers buying a new car.

Marketing Strategy
Hyundai achieves the balanced sales growth by diversified business portfolio. They
are operating around 6 regions in the world. So they are following Existing product new
market strategy. (Market development)

They come up with new products based on their target segment in the existing
market.
Their product line and depth also helps them to revitalization products when the
product life cycle comes to end.

For example they introduced i10. Then they come up with grand i10 then they
come up with i20. In that also they come up with i20 elite and I 20 active. So this product
depth and length strategy attracts the different customers.
Cost is based on product line and respect target audience.

Recent Initiatives:
The recent initiatives are given in the below link.

http://www.hyundai.com/in/en/MediaCenter/GlobalNews/index.html
Financial conditions:
http://worldwide.hyundai.com/wcm/idc/groups/sggeneralcontent/@hmc/documents/siteconte
nt/mdaw/mtez/~edisp/hw113211.zip