Minor Project Report on Maruti Suzuki vs Hyundai i20

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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

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-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)

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-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 I owe to my parents for their

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

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-Table of Contents-

CHAPTER NO. CHAPTER NAME

Chapter No. 1 Introduction1.1 Objectives1.2 Research Methodology1.3 Limitations

Chapter No. 2 Corporate Overview1.1 - History and Statistics1.2 - Marketing Strategies1.3 - Cars Profile1.4 - Producers Profile1.5 - Timeline of Generations1.6 - SWOT Analysis

Chapter No. 3 Analysis and Interpretation

Chapter No.4 Conclusions and Suggestions

Bibliography

Questionnaire

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Chapter No. 1

INTRODUCTION

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-INTRODUCTION-

This project is an attempt to give a comparision between Maruti Suzuki Swift and Hyundai i20. It aims toknow the marketing strategies, performance analysis and consumer perception regarding these carsalongwith 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

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CORPORATE OVERVIEW

-HISTORY OF MARUTI SUZUKI SWIFT-

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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 Hatchback

Number of Doors 5

ENGINE

Capacity 1197cc

Number of Cylinders 4

Number of Valves 16

Bore x Stroke 73.0mm x 71.5mm

Compression Ratio 10.1:1

Maximum Power 85ps @ 6,000rpm

Maximum Torque 113Nm @ 4,500rpm

Fuel Distribution Multipoint injection

Emissions BS IV

TRANSMISSION

TypeFive-speed manual, with synchromesh in allgears, one reverse

Gear Ratios

1st 3.545 4th 0.914

2nd 1.904 5th 0.757

3rd 1.280 Reverse 3.272

DIMENSIONS

Overall Length 3,760mm

Overall Width 1,690mm

Overall Height 1,530mm

Wheelbase 2,390mm

Track Front

Rear

1,470mm1,480mm

Ground Clearance 170mm

Minimum Turning radius 4.7 metres

Luggage Capacity232 litres (with seatback raised)368 litres (with seatback folded)

CHASSIS

Steering Rack and pinion, power assisted

Brakes Front

RearVentilated discsDrums

Suspension Front

RearMacPherson strut and coil springTorsion beam and coil spring

TYRES 165/80 R14 / 185/70 R14 (tubeless)

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WEIGHTS

Kerb Weight980 kgs [LXi] / 1,000 kgs [VXi] / 1,010 kgs[ZXi]

Gross Vehicle Weight 1,415 kgs

FUEL TANK CAPACITY 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 re-

designing 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 SwiftIndian 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

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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 bestudying 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

Mr. Shinzo Nakanishi

2000

Sector Light Motor Vehicle (4 Wheeler)

Business Group Maruti Suzuki India Ltd.

Presence Produced and Distributed over several countries like Australia, Germany,

India, Pakistan and Japan etc.

Manufacturing Unit in India Manesar, India.

Head Office in India Maruti Suzuki Limited 1, Nelson Mandela Road, New Delhi - 110070

Vasant Kunj, Delhi

Tel. No.: 011 4678000

Joint Venture Maruti and Suzuki Ltd.

Contact No.

Email ID:

Official Website:

1800 1800 180

[email protected]

www.marutiswift.com

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-PRODUCERS PROFILE-

Maruti Suzuki India Limited

Type Public (BSE MARUTI, NSE MARUTI)

Industry Automotive

Founded 1981 (as Maruti Udyog Limited)

Headquarters Delhi, India

Key people Mr. Shinzo Nakanishi,Managing DirectorandCEO

Products Automobiles

Revenue US$4.8 billion (2009)

Employees 6,903 [1]

Parent Suzuki Motor Corporation

Website MarutiSuzuki.com

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http://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-0http://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Maruti_Suzuki#cite_note-0http://en.wikipedia.org/wiki/Managing_Director


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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 theSuzuki Cultus. Outside of

Japan, the Suzuki Ignis name was widely used. The Ignis was originally manufactured as a five-

doorhatchback, 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
http://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Suzuki_M_enginehttp://en.wikipedia.org/wiki/Suzuki_M_enginehttp://en.wikipedia.org/wiki/Automatic_gearboxhttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Suzuki_M_enginehttp://en.wikipedia.org/wiki/Automatic_gearbox


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available with eitherfront orfour-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 Cruzefrom 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 HungarianMagyar 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 re-

designing 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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http://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Chevrolet_Cruzehttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-sports_compact-1http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-cdn-2http://en.wikipedia.org/wiki/Front-wheel_drivehttp://en.wikipedia.org/wiki/Four-wheel_drivehttp://en.wikipedia.org/wiki/Chevrolet_Cruzehttp://en.wikipedia.org/wiki/Crossover_SUVhttp://en.wikipedia.org/wiki/Sport_utility_vehiclehttp://en.wikipedia.org/wiki/Holden_Cruzehttp://en.wikipedia.org/wiki/Magyar_Suzukihttp://en.wikipedia.org/wiki/Subaruhttp://en.wikipedia.org/wiki/Subaru_Justyhttp://en.wikipedia.org/wiki/Suzuki_Cultushttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-sports_compact-1http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-cdn-2


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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 inHungary,India,Japan,Pakistanand

byChang'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 LCVTtransmission 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-doorhatchback 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 BritishAutocarmagazine 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 Yearin

Ireland.

Since its global launch in 2005, which was kicked off with a marketing campaign fronted by the

footballerCristiano Ronaldoin 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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Maruti's team of 25 engineers who went to Japan to co-develop the Swift
http://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Cristiano_Ronaldohttp://en.wikipedia.org/wiki/Hungaryhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Japanhttp://en.wikipedia.org/wiki/Pakistanhttp://en.wikipedia.org/wiki/Chang'an_Motorshttp://en.wikipedia.org/wiki/Chinahttp://en.wikipedia.org/wiki/Continuously_variable_transmissionhttp://en.wikipedia.org/wiki/Hatchbackhttp://en.wikipedia.org/wiki/Fiathttp://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Automated_manual_gearbox&action=edit&redlink=1http://en.wikipedia.org/wiki/Autocarhttp://en.wikipedia.org/wiki/Suzuki_Swift#cite_note-3http://en.wikipedia.org/wiki/Semperit_Irish_Car_of_the_Yearhttp://en.wikipedia.org/wiki/Cristiano_Ronaldo


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India, rapid sales of the new Swift model contributed to the 64% rise in Q1profits forMaruti Suzuki.

The Swift will be reintroduced to the U.S. market in 2010 to replace theSuzuki Reno

Third generation (planned for 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 beencodenamed 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 ANALYSIS-

Strengths

Brand Image

Reliable and cheap. Established brand in Indian market. Great service and nationwide penetration.

Experience in Indian market

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A look of new Maruti Suzuki Swift awaiting its launch in 2011.
http://en.wikipedia.org/wiki/First_quarter_of_a_calendar_yearhttp://en.wikipedia.org/wiki/First_quarter_of_a_calendar_yearhttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Suzuki_Renohttp://en.wikipedia.org/wiki/Suzuki_Renohttp://en.wikipedia.org/wiki/First_quarter_of_a_calendar_yearhttp://en.wikipedia.org/wiki/Maruti_Suzukihttp://en.wikipedia.org/wiki/Suzuki_Reno


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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 i20was 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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http://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Superminihttp://en.wikipedia.org/wiki/Subcompacthttp://en.wikipedia.org/wiki/Paris_Motor_Showhttp://en.wikipedia.org/wiki/Paris_Motor_Showhttp://en.wikipedia.org/wiki/Hyundai_i10http://en.wikipedia.org/wiki/Hyundai_i30http://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Hyundai_Getzhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/w/index.php?title=Kozyata%C4%9F%C4%B1&action=edit&redlink=1http://en.wikipedia.org/wiki/Hyundai_i20#cite_note-0http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Oceaniahttp://en.wikipedia.org/wiki/Koreahttp://en.wikipedia.org/wiki/Hyundai_Clickhttp://en.wikipedia.org/wiki/BMWhttp://en.wikipedia.org/wiki/Superminihttp://en.wikipedia.org/wiki/Subcompacthttp://en.wikipedia.org/wiki/Paris_Motor_Showhttp://en.wikipedia.org/wiki/Paris_Motor_Showhttp://en.wikipedia.org/wiki/Hyundai_i10http://en.wikipedia.org/wiki/Hyundai_i30http://en.wikipedia.org/wiki/Europehttp://en.wikipedia.org/wiki/Hyundai_Getzhttp://en.wikipedia.org/wiki/United_Kingdomhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Turkeyhttp://en.wikipedia.org/w/index.php?title=Kozyata%C4%9F%C4%B1&action=edit&redlink=1http://en.wikipedia.org/wiki/Hyundai_i20#cite_note-0http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Asiahttp://en.wikipedia.org/wiki/Oceaniahttp://en.wikipedia.org/wiki/Koreahttp://en.wikipedia.org/wiki/Hyundai_Click


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Overview

Model i20

Body Type Hatchback

Number Of Doors 5

Seating Capacity 5

Fuel Capacity 45

Dimensions:

Length 3940 mm

Width 1710 mm

Height 1505 mm

Wheelbase 2525 mm

Ground Clearance N/A

Minimum Turning Radius N/A

Weight:

Kerb Weight 1066 kg

Engine:

Type 1.4-L diesel 1.2L petrol

Number Of Cylinders 4

Displacement N/A

Transmission 5 Speed, Manual

Max. Power 90 bhp Diesel 58 kW - petrol

Max. Torque N/A

Suspension:

Front Suspension Mc Pherson Strut with Coil Spring

Rear Suspension Coupled Torsion Beam Axle with Coil Spring

Brake:

Front Disc

Rear Drum

Steering Type Rack & Pinion, Power Assisted

Tyre Size 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 salevolume 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 cityconditions. 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

Mr. H.W. Park

2008

Sector Light Motor Vehicle (4 Wheeler)

Business Group Hyundai Motors India Ltd.

Presence Produced and Distributed over several countries like Australia, Turkey,

Oceania and India etc.

Manufacturing Unit in India Sriperumbudur,Tamil Nadu

Head Office in India Chennai, India.

Joint Venture None

Contact No.

Email ID:

Official Website:

1800 11 4645

[email protected]

www.hyundai.com

35
http://en.wikipedia.org/wiki/Sriperumbudurhttp://en.wikipedia.org/wiki/Tamil_Nadumailto:[email protected]://en.wikipedia.org/wiki/Sriperumbudurhttp://en.wikipedia.org/wiki/Tamil_Nadumailto:[email protected]


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-PRODUCERS PROFILE-

Hyundai Motor India Limited

Type Subsidiary

Industry Automotive

Founded 6th May 1996

Headquarters Chennai, India

Key people Mr. H.W. Park,MD

Products Automobiles

Parent Hyundai Motor Company

Website www.hyundai.co.in

36
http://en.wikipedia.org/wiki/Managing_Directorhttp://en.wikipedia.org/wiki/Managing_Directorhttp://www.hyundai.co.in/http://en.wikipedia.org/wiki/Managing_Directorhttp://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-

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First generation (2008present)

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

39

Hyundai i20 in production


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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

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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 39

Hyundai 34

Chevrolet 15

Others 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 67

Highest Model 11

Middle Model 38

Lowest Model 18

Hyundai i20 33

Highest Model 7

Middle Model 16

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Lowest Model 10

Swift

i20

0

10

20

30

40

50

60

70

80

90

100

No. of Persons Highest Model

Middle Model

Lowest Model

Q3: Which family Income level do you Fall in?

250000 350000 22

350000 450000 37

450000 550000 31

Above 550000 10

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0

5

10

15

20

25

30

35

40

Income Level

250000 - 350000

350000 - 450000

450000 - 550000

Above 550000

Q4: While purchasing a car, what features influence you ?

Price 25 %

Product Feature 20 %

Brand 30 %

Service 10 %

Durability 15 %

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Price

ProductFeature

Brand

Service

Durability

Q5: How frequently you change your car?

In 1-3 years 25 %

In 3-5 years 20 %

In 5-10 years 30 %

In More than 10 years 10 %

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0%

5%

10%

15%

20%

25%

30%

No. of Persons

1-3 Years

3-5 Years

5-10 Years

More than 10

Years

Q6: For what purpose do you use your car?

- Maruti Suzuki Swift Hyundai i20Official Purpose 15 11

Personal Purpose 12 14

Joy Purpose 18 9Others 6 3

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0

2

4

6

8

1012

14

16

18

20

OfficialPurpose

PersonalPurpose

JoyPurpose

OtherPurpose

Swift

i20

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

- Maruti Suzuki Swift Hyundai i20Newspaper 4 2Television 21 18Magazine 3 2

Friends and Relatives 19 16

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0

5

10

15

20

25

Newspaper Television Magazine Friends

and

Relatives

Swift

i20

Q8: Did Advertisement influence your choice, while you chose your car?

Yes 85%

No 5%Cant say 10%

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Yes

No

Can't Say

Q9: Did you have full knowledge before buying your car?

- Maruti Suzuki Swift Hyundai i20Yes 26 23No 19 15

0

5

10

15

20

25

30

Yes No

Swift

i20

Q10: Which Factors below influenced your decision?

- Maruti Suzuki Swift Hyundai i20Price 79% 80%

Mileage 68% 61%Quality 70% 48%

Resale Value 41% 29%

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Status Symbol 16% 11%

0%

10%

20%30%

40%

50%

60%

70%

80%90%

Swift i20

Price

Mileage

Quality

Resale Value

Status Symbol

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

company?

- Maruti Suzuki Swift Hyundai i20

Mileage 78% 71%Price 67% 63%

Pick Up 81% 79%Maintenance 63% 59%

Look and Shape 68% 71%Brand Image 58% 51%

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0%10%

20%

30%

40%

50%

60%70%

80%

90%

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 ?

- Maruti Suzuki Swift Hyundai i20Yes 17 20No 16 14

Cant Say 11 4

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0

5

10

15

20

25

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 b) 20-25

c) 30-40 d) Above 40

Occupation: a) Businessman b) Employee

c) Student d) Other

Q1: Which car brand do you have?

a) Maruti Suzuki b) Hyundai

c) Chevrolet d) Others

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

a) Maruti Suzuki Swift b) Hyundai i20

-Lowest -Lowest-Middle -Middle-Highest -Highest

Q3: Which family Income level do you fall in?

a) 250000-350000 b) 350000-450000

c) 450000-550000 d) Above 550000

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Q4:While purchasing a car, what features influence you ?

a) Price b) Product Feature

c) Brand d) Service

e) Durability

Q5: How frequently you change your car?

a) In 1-3 Years b) In 3-5 Years

c) In 5-10 Years d) In more than 10 years

Q6: For what purpose do you use your car?

a) Official Purpose b) Personal Purpose

c) Joy Purpose d) Others

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

a) Newspaper b) Television

c) Magazine d) Friends and Relatives

Q8: Did Advertisement influence your choice, while you chose your car?

a) Yes b) No

c) Cant Say

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 b) Mileage

c) Quality d) Resale Value

e) Status Symbol

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

company?

a) Mileage b) Price

c) Pick Up d) Maintenance

e) Look and Shape f) Brand Image

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

existing car ?

a) Yes b) No

c) Cant Say

Q13: Any Suggestions for the company ?

________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

Date: __ / __ / ____ (Signature)

Minor Project Report on Maruti Suzuki vs Hyundai i20

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