PROJECT PROPOSAL

Title of the project:

Maruti Suzuki vs Hyundai

Organization:

Maruti Suzuki India Limited (MSIL), and

Hyundai Motor India Limited (HMIL)

Functional Area: Marketing (Competitive Advantage and Customer Satisfaction)

Intention:

In the project I’ll take three categories of the 4 wheeler automobile market namely-

1. The small/compact car segment

2. The mid-size/sedan segment
3. The SUV/MUV segment

I’ll take 1 car from each segment and from each company and will study about them and their
competitive advantage over the other.
Nature of the companies:

1. Maruti Suzuki India Limited(MSIL) –

Maruti Suzuki India Limited (MSIL, formerly Maruti Udyog Limited), a subsidiary of
Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for
over 50 per cent of the domestic car market.

More than half the number of cars sold in India wear a Maruti Suzuki badge. Since inception,
MSIL have produced and sold over 7.5 million vehicles in India and exported over 500,000
units to Europe and other countries.

MSIL were born as a government company, with Suzuki as a minor partner, to make a
people's car for middle class India. Over the years, the product range has widened, ownership
has changed hands and the customer has evolved. What remains unchanged, then and now, is
their mission to motorise India. Their parent company, Suzuki Motor Corporation, has been a
global leader in mini and compact cars for three decades. Suzuki's technical superiority lies
in its ability to pack power and performance into a compact, lightweight engine that is clean
and fuel efficient.   The same characteristics make the cars extremely relevant to Indian
customers and Indian conditions. Product quality, safety and cost consciousness are
embedded into the MSIL manufacturing process, which they have inherited from their parent
company.

Right from inception, Maruti has brought to India, a very simple yet powerful Japanese
philosophy 'smaller, fewer, lighter, shorter and neater'

From the Japanese work culture they have imbibed simple practices like an open office, a
common uniform and common canteen for everyone from the Managing Director to the
workman, daily morning exercise, and quality circle teams.
2. Hyundai Motor India Limited(HMIL) –

Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia Automotive Group
which was ranked as the world’s fifth-largest automaker in 2007 and includes over two dozen
auto-related subsidiaries and affiliates. Employing over 75,000 people worldwide, Hyundai
Motor posted sales of US$74.9 billion in 2007 on a consolidated-basis and US$32.8 billion
on a non-consolidated basis (using the average currency exchange of 929 won per US dollar).
Hyundai vehicles are sold in 193 countries through some 6,000 dealerships and showrooms.

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor
Company, South Korea and is the largest passenger car exporter and the second largest car
manufacturer of India. HMIL presently markets 54 variants of passenger cars across
segments. These includes the Santro in the B segment, the i10, the Getz Prime & the
premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the
Sonata Transform in the E segment and the Tucson in the SUV segment.

Hyundai Motor India Ltd, continuing its tradition of being the fastest growing passenger car
manufacturer, registered total sales of 559,880 vehicles in the calendar year (CY) 2009, an
increase of 14.4 percent over CY 2008. In the domestic market it clocked a growth of 18.1
percent as compared to 2008 with 289,863 units, while overseas sales grew by 10.7 percent,
with export of 270,017 units. HMIL currently exports cars to more than 110 countries across
EU, Africa, Middle East, Latin America and Asia. It has been the number one exporter of
passenger car of the country for the sixth year in a row.
Objectives and Scope:

The main objective of my study is to ascertain which one company has the competitive
advantage over the other based on the three market segments and also based on the customer
satisfaction.

Other Objectives –

 To know the areas in which the rivals satisfy their customer and the areas that they do
not satisfy.

 To know more about the automobile industry.

Scope-

The scope of my study restricts itself to the analysis of consumer preferences, perception and
consumption of just 3 products of only two companies. There are many other players in this
industry but my study is limited to two major players of the automobile industry leaving behind
the others. The scope of my study is also restricts itself to Dwarka region only though it is also
proposed to take the help of social networking sites as well in order to collect more accurate data.
Methodology:

Data Collection:

The data, which is collected for the purpose of study, is divided into 2 bases:

1. Primary Source: The primary data comprises information survey of “Comparative

study of consumer behavior towards the two rivals in Dwarka”. The data will be

collected directly from respondent with the help of structured questionnaires.

2. Secondary Source: The secondary data will be collected from internet and magazines.

Data Analysis-

All the data will be analyzed by using the appropriate statistical tool based on the questions of

the questionnaire. Tables and pie-diagrams with the help of MS Excel are proposed to be used.