INTRODUCTION TO COMPANY

Hyundai motor was founded by Ju-Yung Chung who established Hyundai Auto Service in Seoul, South
Korea at the age of 31 years. Later on Hyundai Motor India Limited (HMIL) was formed in 6 May 1996 by
Hyundai Motor Company of Korea. Hyundai is the largest passenger car exporter and the second largest
car manufacturer in India. The company is investing an additional US$ 220 to expand capacity at this
plant to 250,000 units a year in line with its recent designation at HMC’s global export hub for small cars
having share of 17% of market share and to cater to its upcoming product launches India.

HMIL presently markets over 18 variants of passenger cars across four models, the Santro in the B
segment, the Accent in the C segment, the Sonata in the E segment and the Terracan in the SUV
segment.

Hyundai has two manufacturing plants in India located at Sriperumbudur in the Indian state of Tamil
Nadu, both plants have a combined annual capacity of 600,000 units. In the year 2007 Hyundai opened
its R&D facility in Hyderabad Andhra Pradesh, employing now nearly 450 engineers from different parts
of the country. Basically the Hyundai Motor India Engineering (HMIE) gives technical & engineering
support in Vehicle development and CAD & CAE support to Hyundai's main R&D center in Namyang
Korea. In 2010, Hyundai started its design activities at Hyderabad R&D Center with Styling, Digital Design
& Skin CAD Teams.

South Korean car maker Hyundai, which as per reports is also world’s fastest growing automaker and
fourth largest car manufacturer across the globe, has launched a new car, Hyundai EON in October in
India.

Eon is an entry-level car but at the same time it is very spacious with a large boot. The car has 814 cc
engine, promising to deliver the mileage of over 20 km per litre. The New Hyundai’s small car is sure to
stir competition in the under Rs 3 lakh price range. Hyundai EON price has kept its price around Rs 2.5
lakh.
HISTORY
1967-2000
Incorporation of Hyundai Motor Company, then mass production of Cartina began In 1985 the
first generation of sonata was launched ,then again in year 1993-95 Sonata II ,Accent and
Elantra were launched and also the solar powered and fuel cell electric vehicle were
developed.in 1998 Grandeur and Sonata were launched and hence acquisition of Kia motors
took place. Around 2000 it became official sponsor of the UEFA Euro 2000 and Korea first fuel
cell electric vehicle Sonata Fe was developed.

2001-2006

Production of Beta engine surpasses 1 million units unveiling of Korea’s first fuel cell electric
vehicle Santa Fe Established Hyundai European Design Center Launch of Tuscani (Hyundai's
sports coupe), Terracan, and Lavita Santa Fe ranked No.1 in U.S. customer satisfaction survey.
Around 2002 Cumulative production at Asan plant surpasses 1 million units Production of Sonata
begins in China .Launch of Chinese-made Elantra. Sonata receives J.D. Power's APEAL Award. The
world’s first ultra-high pressure hydrogen storage system for fuel cell electric vehicles developed.

2007-2008
Launch of European strategic model i30 Cumulative sales in the U.S. It surpass 5 million units
Unveiling of the 3rd generation fuel cell concept car i-Blue which developed F, G, H diesel engines
for commercial vehicle. Later on the Launch of the next-generation compact car i10 by HMI took
place. And then Verna awarded Best Car of the Year by India’s Overdrive magazine and i30
selected as Australia’s Car of the Year and Green Car of the Year
In 2008 Beijing Hyundai hit 1 million vehicles production milestone and so it established 2nd plant
in Beijing .During that time only front-wheel 6-speed automatic transmission was developed

2009-2010
Genesis named ‘North American Car of the Year’ It became the official sponsor of 2010 FIFA world
cup South Africa. And the annual sales in the US surpass 500,000 units and later on Sonata Hybrid
was launched. The ecofriendly car blue on was launched.Hyudai was also official car sponsor of
G20 Summit.
2011-2012
Blue Link introduced at the 2011 International Consumer Electronics Show (CES) in the
U.S.Launch of Veloster and the HCD-12 concept car at the North American International Auto
Show. Cumulative sales by HMI surpass 3 million units unveiling of the new brand direction and
slogan ""New Thinking. New Possibilities."" Launch of the 5th generation Grandeur (Azera) and
Veloster .First official car partner of the International Cricket Council (ICC) from 2011 to 2015

2013-2017
The launch of all new Genesis took place. It ranked the most valuable Car Brand in the U.S and
later on the launch of i20 Tucson took place. In the same year sonata became the most
dependable Mid-Size Car in the U.S and Sonata Fe selected as the 2013 Canadian Utility Vehicle
of the year. It also ranked most valuable car in the U.S. In the year 2014 it became official sponsor
of the FIFA World Cup Brazil and i20 was awarded as the ‘Indian Car of the Year’ later on in 2014
the new sonata Turbo, new Tucson, all new elantra were launched. Launched IONIQ eco-friendly
hybrid car model and Genesis G80 sports car. In 2017 Hyundai participated in GES 2017and
established smart safety Technology center for production of autonomous

PRODUCT LENGTH
Small Segment cars: - Santro Xing, Hyundai i10, Hyundai Eon

Hyundai
EON
GRAND i10

Large Segment Cars: - sedan

Hyundai i20, Sonata, elantra, Verna

Hyundai Verna
Hyundai
Elite i20
Mission and vision Of Hyundai Motors

Mission
To create exceptional automotive value for our customers by harmoniously blending safety,
quality and efficiency. With our diverse team, we will provide responsible stewardship to our
community and environment while achieving stability and security now and for future
generations.

Vision:-
 Together for a better future.
 Lifetime partner in automobiles and beyond.
 Bring new prospective to automobile.
 Innovative mobility solution.

Core Values
Hyundai Motor Company recognizes the importance and impact that automobiles have on
society and mankind. It strives to play a role that extends beyond being a simple car
manufacturer to become customers’ lifetime companion. It will build connections with
customers by fulfilling its vision to become a “lifetime partner in automobiles and beyond” and
participate in working “together for a better future” as a constituent of Hyundai Motor Group.

Hyundai Marketing Mix

Marketing Mix of Hyundai analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Hyundai marketing strategy. The article elaborates the pricing,
advertising & distribution strategies used by the company.
Product:
Hyundai Motor Company offers a diversified portfolio of cars ranging from hatchbacks to
sedans to SUVs, which are covered under the products of the marketing mix of Hyundai. The
cars offered by Hyundai globally are: Hyundai Passenger cars: Verna, Accent, Avante, i10, i20,
i30, Veloster, Coupe, Sonata, i40, GRD, Aslan, Genesis. Verna and Elantra are sedans whereas all
the other cars in this segment are hatchbacks. Elantra is a premium sedan in its segment.
Hyundai Recreational Vehicle: Tucson, Veracruz, Santa-Fe Hyundai SUVs: Creta, Santa FE. Creta
is a compact SUV whereas Santa FE is a premium SUV in its segment.

Price:
The automobile industry market globally is very competitive with each major player launching
new models to gain the market share. It is growing at a rate of 7-8%. It uses competitive pricing
strategy globally. The global competitors of Hyundai are Toyota Motor Competition, GM Korea
Company, Ford Motor Company. At the showrooms, the customers are offered test drive of
preferred Hyundai cars through which the customers can make the appropriate decisions. After
sales service support is also provided at these showrooms.
Major auto players in include Maruti Suzuki, Hyundai, Honda, Toyota, Ford, Tata motors, M&M
among the others. The automobile market is also growing at a steady rate making it suitable for
New Entrants. Each player is trying to offer the best value cars at the beat price. Hyundai
follows competitive pricing Strategy in its marketing mix especially in the economy class
segment. However, pricing also varies from one geography to another and the features being
offered in the car.

Place:
Hyundai cars are sold in 19+ countries worldwide through some 5000 dealerships and
showrooms. Apart from this, the company has multiple manufacturing plants worldwide.
Hyundai India sells its cars through dealerships in India. Hyundai India has two manufacturing
plants in Sriperumbudur, Kanchipuram district, Tamil Nadu capable of producing 670,000
vehicles annually. It also has a multimillion dollar R&D facility in Hyderabad.

Promotion:-
Hyundai follows an aggressive promotional strategy in its marketing mix. The company is doing
promotions in the following ways
  Press Releases: The customers know about the latest breaking Hyundai Motor local
news.
 Advertisements: The Company releases Ads during the launch of New Models to create
awareness among its target audience. It also indulges in Digital Marketing and Print
Ads. Hyundai also has celebrity brand ambassadors like film stars to promote their cars.
 Media review: Hyundai also promotes through media through expert opinions and
reviews. These reviews help its target audience in decision making.
 Be The Better Guy: Hyundai comes up with short and unique films. The messages in
these films revolve around creating innovative content, pressing on to
'#BeTheBetterGuy' in an adverse situation related to road safety and Behavioral Change.

SWOT ANALYSIS
A scan of the internal and external environment is an important part of the strategic planning
process. Environmental factors internal to the firm usually can be classified as strengths (S) or
weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats
(T). Such an analysis of the strategic environment is referred to as a SWOT analysis.
The SWOT analysis provides information that is helpful in matching the firm’s resources and
Capabilities to the competitive environment in which it operates. AS such, it is instrumental in
strategy formulation and selection. The following diagram shows how a SWOT analysis fits into
an environmental scan.

STRENGTHS:
A firm’s strengths are its resources and capabilities that can be used as a basis for developing a
Competitive advantage Examples of such strengths of HYUNDAI
 Hyundai have a good reputation among customers.
 Well established co. since 1993
 Trusted brand in INDIA.
 Strong distribution network all over India.
 It has the maximum number of service station all over.
 Exclusive access to high grade natural resources.

WEAKNESS:-
 Lack of patent protection.
 The company has low brand recognition in A segment and passenger car.
 High cost structure.
 Lack of access to the best natural resources.
  Lack of access to provide the services for dealing of second hand cars.

OPPORTUNITIES:-
The external environmental analysis may reveal certain new opportunities for profit and
growth. Some examples of such Opportunities include
 An unfulfilled customer need
 Arrival of new technologies.
 Loosening of regulations.
 Removal of international trade barriers

THREATS:-
Changes in the external environment also may present threats to the firm. Some of examples of
such threats include:
 Shifts in consumer tastes away from the firms products.
 Emergence of substitute products.
 New regulations.
 Increased Barriers.


The SWOT Matrix

A firm should not necessarily pursue the more lucrative opportunities. Rather, it may have a
Better chance at developing a competitive advantage by identifying a fit between the firms’
Strengths and upcoming opportunities. In some cases, the firm can overcome a weakness in
order to prepare itself to pursue a compelling opportunity. To develop strategies that take
into account the SWOT profile, a matrix of these factors can be constructed. The SWOT matrix
(also known as a TOWS Matrix) is shown below;
SWOT / TOWS Matrix

Strengths Weakness

Opportunities S-O strategies W-O strategies

Threats S-T strategies W-T strategies

  S-O strategies pursue opportunities that are a good fit to the company s strengths.
 W-O strategies overcome weaknesses to pursue opportunities.
 S-T strategies identify ways that the firm can use its strengths to reduce its vulnerability
to external threats.
 W-T strategies establish a defensive plan to prevent the firm’s weaknesses from making
it highly susceptible to external threats
 Strengths WeaknessesOpportunities S-O strategies W-O strategiesThreats S-
T strategies W-T strategies

Hyundai Safety measures

It's always been our aim to engineer the safest cars in the industry, which is why it's always
exciting when we receive accolades by safety experts for a job well done. For 2016, five
Hyundai models, the Sonata, Santa Fe, Santa Fe Sport, Elantra and Tucson, were awarded Top
Safety Pick+ from the Insurance Institute for Highway Safety. The "plus" signifies the vehicles
earned the highest possible rating for front crash prevention in IIHS testing. And, the National
Highway Traffic Safety Administration awarded the Sonata, Tucson, Santa Fe and Elantra GT a
Government 5-Star Overall Safety Rating, which took into account frontal crash safety, side
crash safety and rollover safety.

Active Safety
The collisions, which happen due to various reasons – from distracted driving to external
shocks, pose a major risk to the life of the passengers and driver. Therefore, Hyundai Motor is
engaged in ongoing research to study various technologies including ring-shaped structure,
sequential-order structure and hot stamping method in order to get the vehicle prepared for
collisions. First, the “ring-shaped structure” is about linking the automotive body’s length and
width materials using rings so that it could be solid and light. The ring shaped structure not only
enhances safety but also promotes fuel consumption efficiency.
In addition, the “sequential-order structure” is the technology that helps the car body to absorb
the kinetic energy that comes out during collision, sequentially to scatter the energy. Also, hot
stamping method is the technology that gives three to five folds greater sturdiness through
press forming and quick freeze quenching of the high-temperature heated material. These two
are the technologies that best protect the passengers and pedestrians in times of collision.
Hyundai uses the Energy Absorbing Steering Column (EASC) mechanism that promotes safety
through the air bag in the steering wheel absorbing the kinetic energy to minimize damage
done to the driver. Moreover, the seatbelts have evolved beyond being merely a belt for
fastening the passengers to the seats. Hyundai Motor uses the Seat Belt Pretensioner
technology which, by rewinding the belt instantly after the collision and releasing it, grabs the
passenger and promotes the effect of an air bag.

Relentless Research and tests for 100% safety not even for 99%.
The technicians at Hyundai Motor assert that there is no such thing as 99% of safety. Hyundai
Motor pursues relentless researches and tests for 100% safety. Before our technicians come up
with new vehicles, they go for mock up accidents, which are most similar to the real situations,
and assume the worst scenario to test the safety.

Passive Safety
 Study on car to car frontal impact with compatibility. Car-to-car frontal impact is a large
portion in a real vehicle accident. In this study, the improvement of the response of
passenger’s injury and the development of the vehicle structure which reduces the
aggressiveness against the opponent vehicle is conducted.
 Nonlinear optimization studies about the vehicle focused on improving performance of
low speed collisions. By ensuring the optimum profile and the proper placement of body
structures, minimizing the customer's vehicle repair costs.
 The Automatic Emergency Braking system uses both a camera and radar sensor. If a
crash is imminent and the driver does not react, the system deploys Automatic
Emergency Braking. The system can even apply full brake-force stopping power from 5
to 50 mph