SYNOPSIS

ON
“COMPARITIVE STUDY ON MARKETING STRATEGIES OF
MARUTI SUZUKI & HYUNDAI”

Submitted by Under the guidance of

Bodhi Chitta (1806170008) (Prof)Dr K.K. Mishra

MBA II’nd Year

SHERWOOD COLLEGE OF MANAGEMENT

(2019-2020)
 INTRODUCTION

Comparative Study of Marketing Strategies of Two Automobile Companies :

A marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage. Its a written plan which combines product
development, promotion, distribution, and pricing approach, identifies the firm's
marketing goals, and explains how they will be achieved within a stated timeframe.
Marketing strategy determines the choice of target market segment, positioning,
marketing mix, and allocation of resources. It is most effective when it is an integral
component of firm strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena.

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Marketing strategies are
dynamic and interactive. It may differ depending on the unique situation of the
individual business.

On the Canvas of Indian Economy, Auto Industry occupies a prominent place.

Automobile sector is one of the core of Indian Industry.Continious economic
liberalisation over the years by the Government of India has resulted in making India
as one of the prime business destination for many global automotive players.

One of the largest industries in India, automotive industry has been witnessing
impressive growth during the last two decades. Indian automobile industry has a mix of
large domestic private players such as Tata, Mahindra, Bajaj, Ashok Leyland and
major international players including GM, Ford, Toyota, Honda, Hyundai, etc. To
remain in this competitve market on has to come up different ides and strategies.

Various Marketing Strategies enables a firm to expand business activities for market
reputation, to satisfy human wants , to lead to specialisation and efficient performance
of production function climaxing in econimic stability.
After liberalization automobile Industry is growing at very high rate and many new
companies have also entered into market. With offering variety of cars in all segments
for everyone. So it is important to know which company is providing us good quality
cars at fair prices and providing better after sales services. And how they are trying to
reach customers.

The most obvious objective marketers have for promotional activities is to convince
customers to make a decision that benefits the marketer (of course the marketer
believes the decision will also benefit the customer). For most for-profit marketers this
means getting customers to buy an organization’s product and, in most cases, to
remain a loyal long-term customer.

However, marketers must understand that getting customers to commit to a decision,

such as a purchase decision, is only achievable when a customer is ready to make the
decision.

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 REVIEW OF LITERATURE

The automobile industry has been a topic of interest amongst researchers across the
globe, especially in the recent past. This is because of the unprecedented increase in
the demand of automobiles because of a dramatic shift in the demographic profile of
the population of the world in general. It has put purchasing of cars as the top most
priority for all income groups. It has surely become a highly competitive market.

According to Amita Girdhar, Suman Ghalawat and Kavitha C. (2015), the major factors
that affect consumer perception towards different brands of car can be varied and
secondly to develop a model framework for various decision areas of consumers while
purchasing a cars imperative. The results of factor analysis reveal five factors named
as: product strategies, technology know-how, and level of satisfaction, workshop
features and lastly service orientation. Factor analysis discloses that consumers were
more influenced by product strategies, technology know-how and level of satisfaction.
Hence consumers need USP of a commodity that makes a difference. Further results
of discriminant analysis reveals that consumers were more influenced by product
strategies, followed by technology know how and up to some extent level of
satisfaction and service orientation. On the other hand consumers were least
influenced by the factor workshop features.

In a study undertaken by Dr.T.Rajasekar and Dr.S. Rameshkumar (2015), the

objective was to analyze the factors influencing the brand preference by the owners of
passenger cars in Madurai city. An in-depth discussion and interaction by the
researcher with the experts in this field and car dealers in Madurai City was done. The
records available with the Regional Transport Office showed that there were 1624 cars
registered in 2011. So, the identification and analysis of the factors which were
considered by the consumers before making the purchasing decision were essential
for the manufacturers or traders for success which in turn ensuressurvival in the
competitive market. For this purpose, the respondents were asked to rank the following
factors according to their priority towards a particular brand of car like brand image,
maintenance cost, latest technology, fuel efficiency, price, after sales service, resale
value etc. The results of the study showed that the price and fuel efficiency were the
dominant factors and the pick-up and comfort and the latest technology were the least
and last factors that influence the decision of the passenger car owners in the study
area.
 Dr. Vishal S.Rana and Dr. M.A Lokhande (2015) researched the whole concept and
study was based on the opinion of respondents regarding Maruti & Hyundai brands in
Marathwada region with respect to after sales service, resale value, fuel efficiency,
vehicle satisfaction, opinion about price, source of information. There were many
factors which were included in the study which leads to the high level of customer
satisfaction: Products and services which were customer focused. It was obvious that
satisfied customers, satisfied employees and satisfied shareholders all have one
common characteristic– they were positive and enthusiastic about the company they
were dealing with. The results showed that the companies should develop an efficient
system of receiving complaints and encourage consumers to record their complaints
as soon as they occur, and efficiently resolve their complaints. For this constant
meeting with customers, dealers, telephone enquiry was found to be a good option.

In a research undertaken by Kusuma P (2015), the objective was to identify the

possible parameters that influence the consumer buying behaviour patterns of
passenger car owners in the State of Karnataka. It was also aimed to develop a
theoretical model, which influence the consumer buying patterns of passenger cars.
Companies were adopting methods to find out, if smaller families using the two
wheelers can be converted into the car buyers. The factors such as size of the car,
design, price and resale value were found to be the dominant factors.

In a study by M. Akhila and Ali Ashar T Thayyullathil (2015) customer opinion on cars
in Maruti Suzuki, their awareness about various brands and models of Maruti cars,
their satisfaction and services provided by Maruti Suzuki showroom in Coimbatore
were studied. The results indicated that, Maruti Suzuki cars are the best and fast
moving cars. The demand for the cars by customer shows increasing trend, at the
same time they expected easy handling, safety and security, higher performance etc.
which forces the brands to look for more innovative model.

Arpita Srivastava and Mittu Matta (2014) researched and the objective was to identify
different sources of information used by the buyers and their role while making a
purchase decision. The scope of the study was limited to certain important behavioural
aspects like information search and evaluation, brand preference and brand loyalty and
factors of motivation. Consumer behaviour consists of all human behaviour that goes in
making purchase decisions. There are four major classes of consumer behaviour
determinants and expectations, namely, cultural, socio-economic, personal and
psychological. Customer demands are dynamic, but its consideration is necessary for
every company to make existence into the market.
 Balasubramani S, Suganthi M and Suresh P (2013) took over a research and the
objective was to analyze the socio economic status of consumers, level of satisfaction
of consumers regarding various models of Hyundai car, investigate the Hyundai brand
of car owners preference and behaviour pertaining to purchase and use of cars, the
factors influencing the buying decisions of Hyundai brand, identify the switch over
brand options.

OBJECTIVES

- To know the various strategies used by Maruti Suzuki and Hyundai Company to
attract maximum number of customers.

- To know which company offers better cars, better after sales services and by which
company cars customers are satisfied most.

- To know the demand of Automobiles.

- Competition from other car manufacturers.

-To know the trend in Market.

- To know which car is more demanded by Customers.

- Through which strategies maximum customers are attracted.

- To know recession effect on sale of cars

 Hypothesis of the study

H1: There is a significant difference in preference of customers towards colour for both
auto companies i.e. Maruti and Hyundai.

H2:There is a significant difference in preference of customers towards

interior/design/feature for both auto companies i.e. Maruti and Hyundai

H3:There is a significant difference in preference of customers towards price for both

auto companies i.e. Maruti and Hyundai.

H4:There is a significant difference in preference of customers towards after sales

service for both auto companies i.e. Maruti and Hyundai.

Research Methodology

The data was collected from secondary sources like-

Secondary Data:-

Magazines.

Internet.

Friends & seniors