MINOR PROJECT REPORT

On Maruti Suzuki Swift vs. Hyundai i20

Department of Business Administration

Maharaja Surajmal Institute

Submitted By: Aradhya Darshan BBA (General) 2ndShift Semester III Roll. No: 05621201709

Submitted To:

Mrs. Vijeta

-CERTIFICATE-

This is to certify that the project work titled Maruti Swift vs. Hyundai i20 is a bonafide project carried out by Aradhya Darshan, BBA (General) student, Maharaja Surajmal Institute (GGSIPU) in Delhi for the fulfillment of requirements of the BBA Program and the project work has not formed the basis for the award previously for any degree, diploma or any other similarities.

Date: Signature: (Project Guide)

-ACKNOWLEDGEMENT-

The research on Comparative Study between Maruti Swift and Hyundai i20 and has been given to me as part of the curriculum in Bachelors in Business Administration (General)

I have tried my best to present this information as clearly as possible using basic terms that I hope will be comprehended by the widest spectrum of researchers, analysts and students for further studies.

I have completed this study under the guidance and supervision of Prof. I will be failed in my duty if I do not acknowledge the esteemed scholarly guidance, assistance and knowledge I have received from them towards fruitful and timely completion of this work.

Mere

acknowledgement

may

not

redeem

the

debt

owe

to

my

parents

for

their

direct/indirect support during the entire course of this project.

-Table of Contents-

CHAPTER NO. Chapter No. 1

CHAPTER NAME Introduction 1.1 Objectives 1.2 Research Methodology 1.3 Limitations

Chapter No. 2

Corporate Overview 1.1 - History and Statistics 1.2 - Marketing Strategies 1.3 - Cars Profile 1.4 - Producers Profile 1.5 - Timeline of Generations 1.6 - SWOT Analysis Analysis and Interpretation Conclusions and Suggestions Bibliography Questionnaire

Chapter No. 3 Chapter No.4

Chapter No. 1

INTRODUCTION

-INTRODUCTION-

This project is an attempt to give a comparision between Maruti Suzuki Swift and Hyundai i20. It aims to know the marketing strategies, performance analysis and consumer perception regarding these cars alongwith factors which influence their choice.

It focuses on the following:-

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1. In 1st Chapter you will find the Objectives, Research Metholodgy and Limitations of the study. 2. In 2nd Chapter you will find an overview of the History, Profile of Cars, Producers Profile, Key Persons, Timeline of Generations, Marketing Strategies and SWOT Analysis of all the 3 companies. 3. In 3rd Chapter you will find Analysis and Interpretations on the Project Report. 4. In 4th Chapter you will find Conclusion and Recommendations on the Project. 5. In the end, you will find the various sources I referred for gathering information.

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-OUR OBJECTIVES-

1. To know the market share of Maruti Suzuki and Hyundai. 2. To know the performance of Swift and i20 respectively. 3. To know the perception of customers regarding these cars. 4. To determine customers satisfaction regarding cars. 5. To determine the factors the choice of customers regarding cars.

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-RESEARCH METHOLODGY-

It is a well known fact that the most important step in marketing, research process is to define the problem. Choose for investigation, because a problem well-defined is half solved. That was the reason that at most care was taken while defining various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base of these objectives. A questionnaire was designed major emphasis of which was gathering of new ideas or insight so as to determine and bind out solution to the problems.

DATA SOURCE Research included gathering both Primary and Secondary data. Primary data is the firsthand data, which are selected a fresh and thus happen to be original in character. Primary Data was crucial to know various customers and past consumer views about cars and to calculate the market share of this brand in regards to other brands.

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Secondary data are those which has been collected by some one else and which already have been passed through statistical process. Secondary data has been taken from internet, newspaper, magazines and companies web sites.

RESEARCH APPROACH The research approach was used survey method which is a widely used method for data collection and best suited for descriptive type of research survey includes research instrument like questionnaire which can be structured and unstructured. Target population is well identified and various methods like personal interviews and telephone interviews are employed,

SAMPLING UNIT It gives the target population that will be sampled. This research was carried in Faridabad and New Delhi. These were 16 respondents.

DATA COMPLETION AND ANALYSIS After the data has been collected, it was tabulated and findings of the project were presented followed by analysis and interpretation to reach certain conclusions.

SCOPE My project was based on the Comparative Study of Swift vs. i20 and data was taken in Faridabad and New Delhi only.

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-LIMITATIONS OF RESEARCH STUDY-

1. Research work was carried out in Faridabad and New Delhi only the finding may not be applicable to the other parts of the country because of social and cultural differences.

2. The sample was collected using connivance-sampling techniques. As such result it may not give an exact representation of the population, it is also very small which represent my research on consumer behavior.

3. Shortage of time is also reason for incomprehensiveness.

4. The views of the people are biased therefore it doesnt reflect true picture.

5. I had only found the upper-middle class family to fill up the questionnaire, but generally, an average middle class family was required for the study.

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Chapter No. 2

16

CORPORATE OVERVIEW

-HISTORY OF MARUTI SUZUKI SWIFT-

17

In India, Suzuki has launched Swift as a joint venture with Maruti and the car is known as Maruti Swift. In the Indian auto market Swift is available with seven variants four with petrol and three with diesel engine option. The petrol version of Maruti Swift is powered by 1.2L K-series engine. The 1.2L, K-series petrol engine present in Maruti Swift is highly fuel efficient with the availability of 16 Valve light weight DOHC engine that reduces friction and improves durability and fuel economy to the best in town. Maruti Swift is endowed with 5 Speed Manual Transmission Gearbox. This gearbox is cable type gearshift which is of great help at the time of shifting of gear. Maruti Swifts powerful engine with the emission of BS IV and is very fuel efficient and a very good performer that offers an impressive mileage of 14.4 kmpl in the city roads and 18.1 kmpl on the highways. However, the diesel version of Maruti Swift is packed with 1.3L, DDiS engine with a displacement of 1248cc. The 1.3L diesel engine is packed with turbocharger and intercooler combination that offers efficient combustion and clear emissions. The diesel engine is endowed with 5 step multi injection common rail system that offers better fuel combustion and hereby gives good performance and makes the car economical to run. This compact diesel engine is incredibly fuel efficient and offers a mileage of 16.9 kmpl in the city roads and 19.6 kmpl on the highways.

Statistics: BODY TYPE

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Body Type Number of Doors ENGINE Capacity Number of Cylinders Number of Valves Bore x Stroke Compression Ratio Maximum Power Maximum Torque Fuel Distribution Emissions TRANSMISSION Type

Hatchback 5

1197cc 4 16 73.0mm x 71.5mm 10.1:1 85ps @ 6,000rpm 113Nm @ 4,500rpm Multipoint injection BS IV

Five-speed manual, with synchromesh in all gears, one reverse 1st 3.545 1.904 1.280 4th 5th Reverse 0.914 0.757 3.272

Gear Ratios

2nd 3rd

DIMENSIONS Overall Length Overall Width Overall Height Wheelbase Track Front Rear
3,760mm 1,690mm 1,530mm 2,390mm 1,470mm 1,480mm 170mm 4.7 metres 232 litres (with seatback raised) 368 litres (with seatback folded)

Ground Clearance Minimum Turning radius Luggage Capacity CHASSIS Steering Brakes Suspension TYRES Front Rear Front Rear

Rack and pinion, power assisted Ventilated discs Drums MacPherson strut and coil spring Torsion beam and coil spring 165/80 R14 / 185/70 R14 (tubeless)

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WEIGHTS Kerb Weight Gross Vehicle Weight FUEL TANK CAPACITY

980 kgs [LXi] / 1,000 kgs [VXi] / 1,010 kgs [ZXi] 1,415 kgs 43 litres

The Generation V Swift debuted at the Paris Auto Salon in September 2004. This generation of the Swift marked a significant departure with the previous Cultus-based models, with Suzuki redesigning the vehicle as less of a "low price alternative" subcompact and more of a "sporty" subcompact. The Swift's design and driving characteristics focused on the European market with its chassis refined through a road-testing program across Europe.

2009 Indian Suzuki Swift Indian Engineers were called to Japan to help Suzuki design this generation of Swift. Available with 1.3 (92 PS (68 kW; 91 hp)) and 1.5 (102 PS (75 kW; 101 hp)) L petrol engines, the new Swift is Suzuki's new "global car", produced in Hungary, India, Japan, Pakistan and by Chang'an in China. In Japan, only the 5-door body is available and four-wheel drive is an option for the 1.3 L or 1.5 L petrol engine. 1.2 L CVT transmission version also available in only front wheel drive version. The design of the new Swift was previewed on the Concept S and Concept S2 concept cars at auto shows, in the years leading up to its launch. In Europe, the Swift was launched in 3- or 5-door hatchback form, with 1.3 and 1.5 L petrol engines, and a 1.3 L DDiS engine supplied by Fiat. The 1.3 L petrol is also available with an automated manual gearbox or with four-wheel drive. The British Autocar magazine gave the new Swift a favourable 4/5 stars in road test, judging it a "thoroughly impressive all-rounder". The Generation IV Swift has received a four stars out of five rating in the EuroNCAP crash tests.

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-MARKETING STRATEGIES-

Objectives
The main objective of Maruti Suzuki Swift is to conquer the market of hatchback car segments. Launched in 2005, Maruti Suzuki aimed to make Swift the leader of top quality hatchback cars, and since then no car of its competitors has been able to tackle Swifts sales. The MS Swifts share is more than 15% in the market, and is currently the best selling Car of its segment in India.

Target Markets
Swift targets the domestic market first and it will not face any capacity constraint here. A sizeable number of cars have been manufactured at Maruti plant in Gurgaon and deliveries will commenced by the first week of June 2005," Arvind Saxena, chief general manager, sales, MSL said. "Over 85 per cent of the car has been indigenized. Swift is based on the latest European design and styling, built with Japanese quality and precision, utilizing Indian engineering capability. The car has an universal appeal," he added. At present, MSL has an installed capacity of 3,50,000 units per annum and the company manufacturers around 6,00,000 vehicles per annum on a two-shift basis. However, the company officials did not divulge the exact number of Swift cars to be manufactured in India. According to industry estimates, around 50,000 Swifts are expected to be sold in India in the first year. Currently, being launched across the globe, Swift has received rave reviews internationally for its path breaking looks and styling and superior safety features. It has become one of the top 20 best-selling models in Japan since its launch there in November 2004.

Positioning
Using product differentiation, Maruti Suzuki Swift will be placed as the most comfortable, convenient, value added hatchback model for above target market used. The marketing strategy will be focused on promoting the car as the best hatchback car model for the next generation.

Strategies Product
The Maruti Suzuki Swift is fully loaded and comes with a warranty of upto 3 years, it can also be extended upto 5 years maximum. Also a higher model, Maruti Swift DZire has been introduced in 2010, as a replacement for Maruti Esteem, which has completed its run.

Price:
Maruti is expected to take Hyundai heads on with the pricing of their upcoming Maruti Suzuki Swift car. After launching cars for the masses since so many years, Indias largest automobile manufacturer is now

21

targeting the premium segment with their latest model from the Suzukis stable. The analysts predict thepricing of this premium hatchback to start from Rs. 4 lakh. This price range would practically rip apart Hyundais offering in i20, which is priced at a much higher tag of Rs. 4.5 lakh. Both the companies are known for their value based offerings and Maruti with their extensive service network and brand reputation for making reliable cars should get the customers nod over their competition. The official pricing however is still not out. However, the company is said to be studying the prospects of launching the base model at the 4-lakh price tag. There is another advantage in doing so considering in the capital city of Delhi NCR road tax on the sub 4 lakh priced cars is comparatively lower at 2%. Cars at a price higher than 4 lakh have to pay a 4% road tax. Delhi NCR is one of the major targeted markets and it might get the benefit of this policy. And if they indeed do take the chance of pricing Suzuki Swift at a considerable lower price than Hyundai Getz, they would quite likely force the competition to rethink their strategy.

Distribution
The Stockist will represent 4 to 5 districts in a State. The Dealer will represent a district or main City. The Sub-Dealer shall represent a particular area or taluka. The booking agents will be individuals working on freelance basis.

Marketing Communications
By integrating all messages in all media we will reinforce the brand name & main points of product differentiation. Research about media consumption, pattern will help our advertising agency to choose appropriate media and timing to reach prospects before & during the product introduction. Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also co-ordinate public relation efforts to build Maruti Suzuki brand & support the differentiation message. To attract market attention & encourage purchasing, we will offer a limited time, registration & insurance. To attract, retain & motivate channel partners for a push strategy, we will use trade sales promotions and personal selling to channel partner.

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-CAR PROFILE-

Chairman Year of Establishment Sector Business Group Presence

Mr. Shinzo Nakanishi 2000 Light Motor Vehicle (4 Wheeler) Maruti Suzuki India Ltd. Produced and Distributed over several countries like Australia, Germany, India, Pakistan and Japan etc.

Manufacturing Unit in India Head Office in India

Manesar, India. Maruti Suzuki Limited 1, Nelson Mandela Road, New Delhi - 110070 Vasant Kunj, Delhi Tel. No.: 011 4678000

Joint Venture Contact No. Email ID: Official Website:

Maruti and Suzuki Ltd. 1800 1800 180 contact@maruti.co.in www.marutiswift.com

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-PRODUCERS PROFILE-

Maruti Suzuki India Limited

Type Industry Founded Headquarters Key people Products Revenue Employees Parent Website

Public (BSE MARUTI, NSE MARUTI) Automotive 1981 (as Maruti Udyog Limited) Delhi, India Mr. Shinzo Nakanishi, Managing Director and CEO Automobiles US$4.8 billion (2009) 6,903 [1] Suzuki Motor Corporation MarutiSuzuki.com

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Other Car Models produced by Maruti Suzuki:

1. 800 (Launched 1983) 2. Omni (Launched 1984) 3. Gypsy (Launched 1985) 4. WagonR (Launched 2002) 5. Alto (Launched 2000) 6. Estilo (Launched 2009) 7. Grand Vitara (Launched 2007) 8. SX4 (Launched 2007) 9. Swift DZire (Launched 2008) 10. A-star (Launched 2008) 11. Ritz (Launched 2009) 12. Eeco (Launched 2010)

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-TIMELINE OF GENERATIONS-

First generation (20002004)

The first generation Swift was introduced in 2000 as a replacement for the Suzuki Cultus. Outside of Japan, the Suzuki Ignis name was widely used. The Ignis was originally manufactured as a fivedoor hatchback, powered by a new generation of Suzuki straight-four gasoline engines, the M family. Displacement ranged from 1.3 to 1.5 L, and the standard transmission was the usual five-speed manual, with an optional four-speed automatic gearbox. The vehicle is

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Maruti Swift in Production

available with either front or four-wheel drive, although the 4WD/auto combination was limited to the Japanese and Australian markets.

A shorter three-door version, with redesigned bumpers, was introduced in 2003, named Swift Sport in Japan and Ignis Sport in Europe. The Ignis Sport used the same 1.5 L as the regular Ignis, but with power increased. The Swift/Ignis Sport went out of production in 2005. In 2001, General Motors introduced the Chevrolet Cruzea crossover SUV based on the Swift, retaining the original car's basic dimensions and power plants. The Cruze was restyled, adopting a crossover look between a tall hatchback and a sport utility vehicle, and the three-door body was dropped. The "Chevrolet Cruze" commercial designation was used in most of south Asia, while in Australia the car was sold by as the Holden Cruze from 2002 to 2006. Suzuki in Europe introduced the Cruze as an update of the Ignis in 2003, although extended by roughly 150 millimetres (5.9 in) in length, to improve interior room and luggage space. This version was manufactured by Suzuki's Hungarian Magyar Suzuki plant specifically for the European market.

Also in Europe, due to an agreement with Subaru, the car was also sold as the Subaru Justy (4WD only) from 2003, as happened previously with the previous generation Cultus-based Swift. The Cruze-based update was never sold in Japan as a Suzuki, only as a Chevrolet. Europe was the only market to receive the updated car as a Suzuki.

Second generation (2004present)

The second generation Swift debuted at the Paris Auto Salon in September 2004. This generation of the Swift marked a significant departure with the previous Cultus-based models, with Suzuki redesigning the vehicle as less of a "low price alternative" subcompact and more of a "sporty" subcompact.[2] The Swift's design and driving characteristics focused on the European market with its chassis refined through a road-testing program across Europe. [3]

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Available with 1.3 (92 PS (68 kW; 91 hp)) and 1.5 (102 PS (75 kW; 101 hp)) L petrol engines, the new Swift is Suzuki's new "global car", produced in Hungary, India, Japan, Pakistan and by Chang'an in China. In Japan, only the 5-door body is available and four-wheel drive is an option for the 1.3 L or 1.5 L petrol engine. 1.2 L CVT transmission version also available in only front wheel drive version. The design of the new Swift was previewed on the Concept S and Concept S2 concept cars at auto shows, in the years leading up to its launch. In Europe, the Swift was launched in 3- or 5-door hatchback form, with 1.3 and 1.5 L petrol engines, and a 1.3 L DDiS engine supplied by Fiat. The 1.3 L petrol is also available with an automated manual gearbox or with four-wheel drive. The British Autocar magazine gave the new Swift a favorable 4/5 stars in road test, judging it a "thoroughly impressive all-rounder". The second generation Swift has received four stars out of five rating in the Euro NCAP crash tests.[4] It also was awarded 2006Semperit Irish Car of the Year in Ireland.

Maruti's team of 25 engineers who went to Japan to co-develop the Swift

Since its global launch in 2005, which was kicked off with a marketing campaign fronted by the footballer Cristiano Ronaldo in many European countries, the Swift has recorded above forecast sales in most markets. In Japan, sales figures have been twice the forecast and in many European markets the model has been a runaway success. In Denmark, the Gen IV Swift has been consistently in Top 3 for more than 2 years and was the car with the highest sales figures in 2006. In

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India, rapid sales of the new Swift model contributed to the 64% rise in Q1 profits for Maruti Suzuki. The Swift will be reintroduced to the U.S. market in 2010 to replace the Suzuki Reno

Third generation (planned for 2011)

A look of new Maruti Suzuki Swift awaiting its launch in 2011.

A new model for Maruti Suzuki Swift is under development in India, and is going through various tests, It is planned to be launched in India by the first phase of 2011. This model is better than the older one is various prospects. he changes on the exterior are quite subtle with no major changes reflecting from the spy shots. Interiors are under cover and customers can keep guessing until the official pictures are revealed. However, an increased wheelbase promises more space in the interiors. The new Maruti Suzuki Swift looks to be powered by the latest K12 1.2L engine that powers current model and Maruti Ritz. The diesel variant can be sourced from Fiat which will be the 1.3L Multijet diesel engine, according to disclosed details right now. The new Swift has been codenamed as YP8 which is being developed to compete in the Indian market with new entrants like Chevrolet Beat, Ford Figo, Volkswagen Polo, Nissan Micra and the upcoming Toyota Etios Liva and Honda Brio.

-SWOT ANALYSISStrengths
Brand Image Reliable and cheap. Established brand in Indian market. Great service and nationwide penetration. Experience in Indian market

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Very old player in Indian market. First major player. Established distribution & after sales networks

Weaknesses
Diseconomies to scale No online presence Not diversified

Opportunities
Acquisitions Innovation Online Product and services expansion Takeovers Targeting Higher Middle Class requirements

Threats
Competition Cheaper technology External changes (government, politics, taxes, etc) Lower cost competitors or imports Price wars Product Substitution.

-HISTORY OF HYUNDAI i20-

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The Hyundai i20 was designed in a Hyundai Designing Centre in Germany by a BMW designer: Thomas Buerkle. The Hyundai i20 is a supermini/subcompact car, made its debut at the Paris Motor Show in October 2008 and went on sale in December 2008 in India to fit between the i10 and i30. It is a Front wheel drive car. The car is mostly European because of its design and designer. Three and five door versions are available (Both have different sleek window shapes). The i20 replaces the Getz in most markets but in the UK and India, the Getz will still be available for the time being. The i20 is assembled in Turkey (Kozyata plant) for the European market[1] and in India for sale in Asia and Oceania. The i20 has recently replaced the Getz in Australia. The i20 is not sold in Korea, as the similar, Korea-built Click (Which is also known as the Hyundai Getz in the UK) sold there. In Indian market, Hyundai i20 comes with Hyundai i20 is powered by an 1.2L kappa engine developing 80 PS (59 kW; 79 hp) of max power at 5200 rpm and 114 Nm (84 lbft) of peak torque at 4000rpm.i20 also gets 1.4L gamma gasoline generates 100 PS (74 kW; 99 hp) of power at 5500 rpm and 139 Nm (103 lbft) at 4200 rpm i20 CRDi the diesel i20 comes with a powerful oil burner generating 90 PS (66 kW; 89 hp) of peak power at 4000 rpm and 224 Nm (165 lbft) of peak torque between 17502750 rpm.

Statistics:

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Overview
Model Body Type Number Of Doors Seating Capacity Fuel Capacity i20 Hatchback 5 5 45

Dimensions:
Length Width Height Wheelbase Ground Clearance Minimum Turning Radius 3940 mm 1710 mm 1505 mm 2525 mm N/A N/A

Weight:
Kerb Weight 1066 kg

Engine:
Type Number Of Cylinders Displacement Transmission Max. Power Max. Torque 1.4-L diesel 1.2L petrol 4 N/A 5 Speed, Manual 90 bhp Diesel 58 kW - petrol N/A

Suspension:
Front Suspension Rear Suspension Mc Pherson Strut with Coil Spring Coupled Torsion Beam Axle with Coil Spring

Brake:
Front Rear Steering Type Tyre Size Disc Drum Rack & Pinion, Power Assisted 175/70 R14

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-MARKETING STRATEGIES-

Objectives
First year Objectives: We are aiming for 5% market share of the Indian market through unit sale volume of 100000.Second year Objectives: We are aiming for 10% market share of the Indian market. An important objective will be to establish a well-regarded brand name linked to a meaningful positioning. We will have to invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, quality and value. We also must measure awareness and response so we can adjust our marketing efforts if necessary.

Target Markets
Hyundai i20's marketing strategy is differentiated marketing. Our primary consumer target is middle to upper income professionals who need true value for their money and comfortable ride in city conditions. Our secondary consumer target is college students who need style and speed. Our primary business target is mid sized to large sized corporates that want to help their managers and employees by providing them a car for ease of transport. Our secondary business target is entrepreneurs and small business owners who want to provide discounts to managers buying a new car. Each of the four marketing strategies conveys Hyundai i20's differentiation to the target marketing segments identified above.

Positioning
Using product differentiation we are positioning the Hyundai i20 as the most versatile, convenient, value added car model for above target market used. The marketing strategy will be focused on promoting the car as economic car for the next generation.

Strategies Product
Hyundai i20 is fully loaded and will be sold with 3 year warranty. We will also introduce a CNG/LPG version of Hyundai i20 in the near future. Also the high end model has an option of GPS system.

Price
Hyundai i20's base model is at ex-showroom price of 4.5 lakhs. This price reflects a strategy of 1) attracting desirable channel partners 2) Taking market share from Maruti.

Distribution

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 The Stockist will represent 3 to 4 districts in a State. The Dealer will represent a district or main City. The Sub-Dealer shall represent a particular area or taluka. The booking agents will be individuals working on freelance basis.

Marketing Communications
By integrating all messages in all media we will reinforce the brand name & main points of product differentiation. Research about media consumption, pattern will help our advertising agency to choose appropriate media and timing to reach prospects before & during the product introduction. Thereafter, advertising will appeared on a pulsing basis to maintain brand awareness and communicate various differentiation messages. The agency will also co-ordinate public relation efforts to build Hyundai brand & support the differentiation message. To attract market attention & encourage purchasing, we will offer a limited time, registration & insurance. To attract, retain & motivate channel partners for a push strategy, we will use trade sales promotions and personal selling to channel partner.

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-CAR PROFILE-

Founder and Chairman Year of Establishment Sector Business Group Presence

Mr. H.W. Park 2008 Light Motor Vehicle (4 Wheeler) Hyundai Motors India Ltd. Produced and Distributed over several countries like Australia, Turkey, Oceania and India etc.

Manufacturing Unit in India Head Office in India Joint Venture Contact No. Email ID: Official Website:

Sriperumbudur, Tamil Nadu Chennai, India. None 1800 11 4645 cr@hmil.net www.hyundai.com

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-PRODUCERS PROFILE-

Hyundai Motor India Limited

Type Industry Founded Headquarters Key people Products Parent Website

Subsidiary Automotive 6th May 1996 Chennai, India Mr. H.W. Park, MD Automobiles Hyundai Motor Company www.hyundai.co.in

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Other Car Models produced by Hyundai Motor India:

1. Hyundai Accent (Launched 1999) 2. Hyundai Santro Xing (Launched 2003) 3. Hyundai i10 (Launched 2007) 4. Hyundai Verna Transform (Launched 2010) 5. Hyundai Santa Fe (Launched 2010)

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-TIMELINE OF GENERATIONS-

38

First generation (2008present)

Hyundai i20 in production

In Indian market, Hyundai i20 comes with Hyundai i20 is powered by an 1.2L kappa engine developing 80 PS (59 kW; 79 hp) of max power at 5200 rpm and 114 Nm (84 lbft) of peak torque at 4000rpm.i20 also gets 1.4L gamma gasoline generates 100 PS (74 kW; 99 hp) of power at 5500 rpm and 139 Nm (103 lbft) at 4200 rpm i20 CRDi the diesel i20 comes with a powerful oil burner generating 90 PS (66 kW; 89 hp) of peak power at 4000 rpm and 224 Nm (165 lbft) of peak torque between 17502750 rpm. There are currently no plans to replace the current model, as of now.

A picture of the current Hyundai i20 produced in India

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-SWOT ANALYSIS-

Strengths
The Quality Advantage A Buying Experience Like No Other Widespread

Weaknesses
Commodity Price Risks Exchange Rate Risk Poor Maintenance

Opportunities
Leading Growth

Threats
Risk Factors Business Risks Threats from Competitors Maruti Udyog Limited Tata Motors Limited Chevrolet India Limited.

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Chapter No. 3

ANALYSIS AND INTERPRETATION

41

FACTORS INFLUENCING SALES OF CARS:

FEATURES: It plays major role in sale on any cars. Today people are more attracted
towards the features of cars and are ready to spend huge amount of money on buying a handset having huge numbers of features. E.g. Maruti Swift ZXi, Hyundai i20 Asta (O) etc.

PRICE: Price also plays a major role. Companies need to place their products in such a
way that it can differentiate itself from others by its price. If price of car is kept low and more features are provided to customers than company can create market for itself.

AVAILABILITY: Products need to be available easily. Customers dont like to travel

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much to buy cars. They prefer to get their cars from nearest showrooms so in order to be market leader companies should make sure that there products are easily and conveniently available to customers.

AFTER SALES SERVICE: Companies should make sure that they provide good after
sale service to their customers and there problems are rectified as soon as possible. The turn around time should be very less that customers dont have to wait too long for their problems so to be solved.

QUALITY: The quality of products should be very good. Todays customers want value
for money if that is not provided than company will find it difficult to position itself in the market.

-ANALYSIS-

Q1: Which Car brand do you have ? Maruti Suzuki Hyundai Chevrolet Others 39 34 15 12

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Maruti Hyundai Chevrolet Others

Q2: Which Car do you prefer out of Swift and i20 and which model?

Maruti Suzuki Swift

Highest Model Middle Model Lowest Model

67
11 38 18

Hyundai i20
Highest Model Middle Model

33
7 16

44

Lowest Model

10

100 90 80 70 60 No. of Persons 50 40 30 20 10 0 Swift i20 Highest Model Middle Model Lowest Model

Q3: Which family Income level do you Fall in? 250000 350000 350000 450000 450000 550000 Above 550000 22 37 31 10

45

40 35 30 25 20 15 10 5 0 Income Level 250000 - 350000 350000 - 450000 450000 - 550000 Above 550000

Q4: While purchasing a car, what features influence you ? Price Product Feature Brand Service Durability 25 % 20 % 30 % 10 % 15 %

46

Price Product Feature Brand Service Durability

Q5: How frequently you change your car? In 1-3 years In 3-5 years In 5-10 years In More than 10 years 25 % 20 % 30 % 10 %

47

30% 25% 20% 15% 10% 5% 0% No. of Persons 5-10 Years More than 10 Years 1-3 Years 3-5 Years

Q6: For what purpose do you use your car?

Official Purpose Personal Purpose Joy Purpose Others

Maruti Suzuki Swift 15 12 18 6

Hyundai i20 11 14 9 3

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20 18 16 14 12 10 8 6 4 2 0 Official Personal Joy Other Purpose Purpose Purpose Purpose

Swift i20

Q7: How did you come to know about this Car?

Newspaper Television Magazine Friends and Relatives

Maruti Suzuki Swift 4 21 3 19

Hyundai i20 2 18 2 16

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25 20 15 10 5 0 Newspaper Television Magazine Friends and Relatives Swift i20

Q8: Did Advertisement influence your choice, while you chose your car? Yes No Cant say 85% 5% 10%

50

Yes No Can't Say

Q9: Did you have full knowledge before buying your car? Yes No Maruti Suzuki Swift 26 19 Hyundai i20 23 15

30 25 20 15 10 5 0 Yes No Sw ift i20

Q10: Which Factors below influenced your decision? Price Mileage Quality Resale Value Maruti Suzuki Swift 79% 68% 70% 41% Hyundai i20 80% 61% 48% 29%
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Status Symbol

16%

11%

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Swift i20

Price Mileage Quality Resale Value Status Symbol

Q11: How would you rate the following factors of Cars with respect to different company?

Mileage Price Pick Up Maintenance Look and Shape Brand Image

Maruti Suzuki Swift 78% 67% 81% 63% 68% 58%

Hyundai i20 71% 63% 79% 59% 71% 51%

52

90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Swift i20

Mileage Price Pick Up Maintenance Look and Shape Brand Image

Q12: If a new Car with good features comes in, then would you like to change your existing car ?

Yes No Cant Say

Maruti Suzuki Swift 17 16 11

Hyundai i20 20 14 4

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25 20 15 10 5 0 Yes No Can't Say Swift i20

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Chapter No. 4

CONCLUSIONS AND RECOMMENDATIONS

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-CONCLUSIONS-

1. Maruti Suzuki Swift is considered to be most fuel-efficient car on Indian roads,& has better quality, higher resale as compared to Hyundai i20. 2. Maruti Suzuki Service & Spare parts are available throughout India and in local markets also, & Swift has comparatively low maintenance cost in contrast to Hyundai i20. 3. While buying a car, economy is the main consideration in form of price, maintenance cost, fuel efficiency. 4. Majority of the respondents had bought changed their cars within 5 10 years of purchase of their older cars. 5. Maruti Suzuki Swift has been rated better than Hyundai i20 by the people in terms of mileage, price, pick up, maintenance and brand image, while Hyundai i20 has only been rated better in terms of looks and shape. 6. The middle model in both Maruti Suzuki Swift and Hyundai i20 is preferred more than the highest and lowest models respectively, by the people. 7. Maruti Suzuki Swift is more preferred than Hyundai i20 by people in terms of Office and Joy purposes, while Hyundai i20 is more preferred for Personal Purposes. 8. Owners of Hyundai i20 are interested in changing their cars if a new model is out, more than the owners of Maruti Suzuki Swift.

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-RECOMMENDATIONS-

1. Hyundai should focus on improving the fuel efficiency of its i20 model, the quality and reliability needs to be worked upon too, on which the resale value of car depends. 2. Hyundai needs to tap the export market more efficiently as there is a huge potential to make India as the world's 4-wheelers production base. For this, it needs to look for joint ventures abroad. 3. More service centers should be opened for Hyundai Motors, so that its Service & Spare parts are available throughout India and in local markets also. 4. They should also introduce some good finance/discount schemes for students, so that more of the young generation is attracted.

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-BIBLIOGRAPHY-

1. www.marutisuzukiswift.com 2. www.hyundai.com 3. www.google.com 4. www.wikipedia.org 5. www.authorstream.com 6. www.india-server.com 7. www.wiki.answers.com 8. www.cardekho.com 9. www.profilefacts.blogspot.com

-QUESTIONNAIRE-

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Name: __________________________________ Contact No.: ______________________________

Age:

a) 15-20 c) 30-40

b) 20-25 d) Above 40

Occupation: a) Businessman c) Student

b) Employee d) Other

Q1: Which car brand do you have? a) Maruti Suzuki c) Chevrolet b) Hyundai d) Others

Q2: Which Car do you prefer out of Swift and i20 and which model? a) Maruti Suzuki Swift
-Lowest -Middle -Highest

b) Hyundai i20
-Lowest -Middle -Highest

Q3: Which family Income level do you fall in? a) 250000-350000 c) 450000-550000 b) 350000-450000 d) Above 550000

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Q4: While purchasing a car, what features influence you ? a) Price c) Brand e) Durability b) Product Feature d) Service

Q5: How frequently you change your car? a) In 1-3 Years c) In 5-10 Years b) In 3-5 Years d) In more than 10 years

Q6: For what purpose do you use your car? a) Official Purpose c) Joy Purpose b) Personal Purpose d) Others

Q7: How did you come to know about this Car? a) Newspaper c) Magazine b) Television d) Friends and Relatives

Q8: Did Advertisement influence your choice, while you chose your car? a) Yes c) Cant Say b) No

Q9: Did you have full knowledge before buying your car? a) Yes b) No

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Q10: Which Factors below influenced your decision? a) Price c) Quality e) Status Symbol b) Mileage d) Resale Value

Q11: How would you rate the following factors of Cars with respect to different company? a) Mileage c) Pick Up e) Look and Shape b) Price d) Maintenance f) Brand Image

Q12: If a new Car with good features comes in, then would you like to change your existing car ? a) Yes c) Cant Say b) No

Q13: Any Suggestions for the company ? ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________

Date: __ / __ / ____

(Signature)

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