A STUDY ON EFFECTIVENESS OF

MARKETING STRATEGY AT
HYUNDAI
By
MITHUN M
1NZ18MBA51
 INTRODUCTION
• Hyundai is an automotive industry. Hyundai Motor Company, commonly known as Hyundai
Motors. Hyundai Motor Group is the parent company.
• It is a South Korean multinational automotive manufacturer headquartered in Seoul. Hyundai
Motor Company was founded in 1967 along with its 32.85% owned subsidiary, Kia Motors, and
its 100% owned luxury subsidiary Genesis Motors.
• It is the third largest vehicle manufacturer in the world. Hyundai Vehicles are sold in 193
countries through more than 5000 dealerships and showrooms.
• Chung Ju-Yung founded the Hyundai Engineering and construction company in 1947. Hyundai
Motor Company was later established in 1967. Company’s first model, Cortina was released in
cooperation with Ford Motor Company in 1968.
• Hyundai operates the world’s largest integrated automobile manufacturing facility in Ulsan,
South Korea which has annual production capacity of 1.6 million units.
• Hyundai’s tagline is New Thinking, New Possibilities.
LOGO OF HYUNDAI MOTORS
 OBJECTIVES OF THE STUDY

• To study and analyze the market conditions in automobiles industry.

• To study the marketing strategies of Hyundai.
• To get an idea about customer profile of Bangalore South.
• Ascertain buying and spending patterns of customers of Bangalore
South.
• To ascertain the effectiveness of Hyundai strategies in Bangalore
South.
 RESEARCH METHODOLOGY
To ascertain the effectiveness of Hyundai strategies in Bangalore South.
SAMPLING
Convenient sampling method is used to collect the data from 50 customer.
SOURCES OF DATA
PRIMARY DATA
Primary data is to be collected through selected and structured questionnaire. Secondary
data will be obtained from journals, magazines internet, and books.
TOOLS OF DATA COLLECTION
Questionnaire to customers of Bangalore South.
PLAN OF ANALYSIS
It will be based on the result arrived from selected samples opinions and feedback, and
also accomplished by respective bar graph, pie chart and tables to facilitate easy and
quick understanding of the information.
 ANALYSIS AND INTERPRETATION
Why did you buy this car?
Reasons to buy car

reduce the risk of accident

no. of the people

35
29
30 increase in the income
25
20 17 17 to get comfort
15 12
10 change in life style and
10 7 8 personality
5 family need
0
to cover distance in less time
options
personal use

In the response 29 people said because of “family need”. They bought the car because of the
need of the family. Then after 17 people said, “To get comfort” and “increase in the income”.
So, it can be concluded that most of the people bought the car because of need of family and
get comfort.
ANALYSIS AND INTERPRETATION
Why market segmentation is important?

Options No. of people Percentages%

Matching of customer needs 21 42%

Enhance profits 17 34%

Retain more customer 12 24%
MOCN EP RC

24%

42%

34%
 ANALYSIS AND INTERPRETATION
What problems you have to face when making you are making marketing
strategies?
Options No. Of people Percentage%

Competition 17 34%

Technology 17 34%

Brand image 16 32%

COMPETITION TECHNOLOGY BRAND IMAGE

32% 34%

34%
 ANALYSIS AND INTERPRETATION
How you will segment the cars?
Options No. Of people Percentage%

Acc. To community 17 34%

Price and quality 17 34%

Brand image 16 32%

ACC. TO COMMUNITY P&Q BRAND IMAGE

32% 34%

34%
 FINDINGS
• 1. With the help of employees of Hyundai automobile, I came to know marketing
strategies are very effective to increase the sales of the product. With the help of
marketing strategies companies segment their product according to the customer and
due to advertisement and other communicational tools they can position their product
in the minds of the customer so we can say that marketing strategies can help to
increase the sales of the product.
• 2. They have to face too much problems when they are making marketing strategies
because of competition and technology. As we all of us know that day by day the
competition is increasing and new technologies are coming everyday so every company
will try to be best. If any company want to be highlight in the market then they have to
make different marketing strategies than other companies in the market. So they have
to face some problems to make different marketing strategies.
• 3. Due to the employees of the Hyundai automobile, I knew about how and why they
segment the products. To segment the market there are so many basis of the market
segmentation like geographical, demographic, and psychographic and behavior
segmentation. There are so many reasons to segment the market like better matching of
customer needs and to enhance the profits, to retain more customer and to position
 CONCLUSION
In this survey I will conclude that the Hyundai company is having good brand
name and it is having marketing share of 16.2% market share as of February 2019
and 5.5 billion USD turn-over in India and it has created good brand name and it is
following marketing strategies like more advertising and less direct and indirect
marketing and it is giving good competition to its competitors by following good
marketing strategies and it also gives good quality of the products and gives more
market segmentation and focus on customer satisfaction
• Hyundai Santro and Maruti Zen are more distributed in the region.
• In decision-making process, family plays a considerable role.
• Word of mouth is quite famous to get information about a car.
• Before buying a car people consider its price with the advance technology.
• Some people also consider loan for buying a car.