Comparitive Analysis of Hyundai and Santro

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RESEARCH REPORT ON THE TITLE
“COMPARITIVE ANALYSIS OF HYUNDAI SANTRO”

SUPERVISING PROFESSOR PROF. PIALI HALDER PREPARED BY HIMANSHU SINGHAL PGDBM 2006-08 2K62A17 Email Id:himanshu_1845@yahoo.co.in

ASIA PACIFIC INSTITUTE OF MANAGEMENT 3- 4 INSTITUTIONAL AREA, JASOLA, NEW DELHI. Acknowledgement I take this opportunity to express our deep sense of gratitude to our respected mam, Ms. Piali Halder, for the valuable guidance, keen interest and helpful criticism, during the project work. I would also like to extend our thanks to Mr. Anmol Juneja of Maruti Suzuki for providing all the necessary help and support. Mr. Arvind Saurabh, Hyundai Motors Ltd was also kind enough to provide us with valuable insights in the project. Mr. Bakshi of Tata Motors has also been a great help in understanding the mechanism of market research. Last but not the least I would like to thank our friends, teaching and non-teaching staff and others who have directly and indirectly helped in the successful completion of the project

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Index • Car Industry • Sales Trend of Cars In India • Hyundai – Company Profile • Literature Review • Santro Xing o Pricing Strategy o Place o Promotion • STP – Hyundai • Market Research • Competitors • Conclusion • Bibliography • Appendix 4 4 5 11-13 14-18

19 20 - 32 33- 39 40-42 43 44-45

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Car Industry
If there is one big market that is forcing the global auto majors to think small, it is India. Until yesterday, all the world's auto-manufacturers expected to create success out of their mid- size products The Indian car industry as we know today is relatively recent in origins. Except the ambassador and the Premiere Padmini’s there was not much moving around with an Indian Tag. As a result of the liberalization the capacity of car production has increased substantially in the last four years and is expected to grow manifold in the coming years. The Indian car industry can be classified based on the price of the car: Those automaker and auto marketers having their business in India have to understand the mindset of Indian customers buying cars. “Automakers are to think globally and act locally” Indian customers can buy imported cars but obviously they have to drive on Indian roads. The factors that have plummeted the sales of car industry in India are the increase in disposable income of the people. The other major driver of growth is the easy availability of auto finance. The increase in competition in this industry has resulted in decline in equated monthly installments (EMI), the increased tenure, decline in interest rates in retail finance in general and auto finance area. 4

The automobile policy of the Indian Government has also proved to be a major factor in the growth of sales. With steep decrease in excise duty India is on the path to be hub for small cars.

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Sales trend of cars in India

900 000 800 000 700 000 600 000 500 000 400 000 300 000 200 000 100 000 99 00 0 1 0 2 0 3 0 4 -2 0 2 0 0 9 0 0 0 0 0 -2 05

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3 2 0 0

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There has been a constant rise in the sale of cars. The Indian car industry is on the way up with the sales reaching 8,20,000 units approx compared to 7,00,000 last year.

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Company profile
Hyundai Motors India Limited “I believe that the primary reason for HMIL's success is that we never allowed ourselves to be complacent. We were continuously innovating at the marketplace, taking ourselves head on the competition." - YS Kim, former Managing Director, Hyundai Motors India Limited Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of Hyundai Motor Company, South Korea and is the second largest and the fastest growing car manufacturer in India. HMIL presently markets 35 variants of passenger cars in six segments namely- the Santro in the B segment, Getz in the B+ segment, the Accent and Verna in the C segment,...
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