introduction hyndai

8/10/2019 Introduction Hyndai

1/34

CHUNG JU YUNG

1


2/34


3/34

Hyundai Motor India (HMIL)

Hyundai 'otor India 9imited was formed in ) 'ay 233) by the Hyundai 'otor Companyof

0outh 1orea. %hen Hyundai 'otor Company entered the Indian Automobile 'arketin 233)

the Hyundaibrand was almost unknown throughout India.

:uring the entry of Hyundai in 233) there were only five ma#or automobile manufacturers in

India i.e. 'aruti Hindustan ;remierTataand 'ahindra. :aewoohad entered the Indian

automobile market with Cielo#ust three years back while


4/34

India. It currently has ten car models across segments B -on 0antro i2+ 8rand i2+ i6+ cent

Eerna -lantra 0onata and 0anta


5/34

Literature Review


6/34

about K the pioneers market share while a third mover will make about )L2+ its market share2

%hen the pioneer obtains this ma#ority market share it will have the opportunity to create stable

preference patterns for its product from the fundamental consumer traits of those in its market.

This fact will make the innovators product the standard to which all other entrants products in

the market are held6 Jrban et al 23,)/.

The innovator will also have the ability to create barriers to entry in the form of patents tradeB

secret protection etc. 0uch barriers make it more difficult for if not prohibit imitators from

following it into the market Teece 23,4/. These are #ust a few of the many advantages that a

pioneer can ac!uire once it successfully breaks into a new market.

6


7/34

MARKET ACKGR!UN"

Till 23,+ Indian passenger car market was dominated by two players $ Ambassador Hindustan

'otors $ make of the cars. It had

following impact on the Indian Auto market $ 9ow CA8@ 5.*7/ $ =wning a car remained a

distant reality for the common man

In 23,+ 8=I allowed a NE between 'aruti > 0u&uki to manufacture cars in India which

resulted in a 2,.)7 CA8@ for the next decade M In 2335 8=I deBlicensed the auto industry

making way for new players in the industry

Advent of Hyundai in India M Hyundai was one of the earliest car manufacturers to enter

India it made its official entry in 233) M -xtensive market > consumer research were carried out

by top management of the company $ The purpose of the research was to understand need >

re!uirements of Indian consumer from a car $ Hyundai also wanted to understand the

distribution chain with respect to Indian markets $ Another ma#or highlight of the research was

to understand the consumers preference of cars with respect to their country of origin like

Napanese cars were considered to be most fuel efficient cars/

?ecame the first foreign car manufacturer to set up its own manufacturing unit in India

The real Challenge M Indians were unsure about 1orean products especially automobiles.

Hence the first task was to ensure that Indian consumers develop a positive association with

1orean car makers. M 0econd issue was developing a corporate image for Hyundai. 0ince cars are

high involvement product customers will make a choice looking on the maker service support

spares availability

Third issue was about the design of 0antro. 0antro was designed to be a tall boy car and

initial product testing revealed that Indians did not liked the tall boy design.

7


8/34

The fourth issue was the grip of 'aruti on the Indian car market.

9aunch of 0antro M Hyundai 0antro was launched in 233, within a record time of 24

months .The car was placed below 59akhs ? segment where it directly competed with the leader

'aruti Oen and new entrants like Tata Indigo > :aewoo 'ati&

Initially the car wasn"t much liked by the analyst as they felt the car lacked the elegance

and the segment was dominated by 'aruti 0u&uki Oen

To combat competition 0antro was positioned as the complete family car which offered

features like AC ;ower 0teering ;ower %indows > Central 9ocking

India is about ?ollywood M Hyundai decided to use the likes of 0hahrukh 1han to enter

and compete with the existing market leader


9/34

H'I9 is the largest passenger car exporter and the second largest car manufacturer in

India M It currently markets nine car models across segments

HI#T!RY

Hyundai celebrates its G*th anniversary this year. ?eyond all expectations it has emerged as a

new big player among the worlds top automotive companies. however hyundai will not settle

for that and will continue to seek out bigger possibilities with the same passion and spirit of

challenge as the beginning.


10/34

As H'Cs global export hub for compact cars H'I9 is the first automotive company in India to

achieve the export of 2+ lakh cars in #ust over a decade. H'I9 currently exports cars to more

than 26+ countries across -J Africa 'iddle -ast 9atin America Asia and Australia. It has been

the number one exporter of passenger cars of the country for the eighth year in a row.

Hyundais Founding Chairman

Chung NuBung $ 232* $ 6++2

Chung NuBung was born in (orth 1orea in 232* as the eldest son of a poor peasant farming

family. At the age of 2, he set off for good to 0eoul with hopes of finding a better life.

0uccess was not immediate. He worked in various #obs such as railway construction

bookkeeping and dock work. 'r. Chungs first experience as an entrepreneur came in 235, when

he started his own rice store. However he was forced to close his business a year later because of

the policies of the Napanese occupation forces.

After the liberation of 1orea in %orld %ar II 'r. Chung went into business repairing trucks for

J.0. Armed


11/34

final act of kindness and concern while acting as an ambassador of peace may be viewed by

history as 'r. Chungs greatest achievement.

=ur Honorary


12/34

@esearch Center which includes a complete testing facility with a 6.,Bmile oval test track and a

new RG+ million aeroacoustic wind tunnel. That same year H'C began production at its stateB

ofBtheBart Asan ;lant located southeast of 0eoul.Hyundai now operates eight research centers in

1orea along with four international centers including Hyundai America Technical Center Inc.

in Ann Arbor 'I and Hyundai California :esign Center in


13/34


14/34

14


15/34

MILE#T!NE ./01

August 22 6+2GQ -lite i6+ (ational 9aunch at (ew :elhi.

'arch 2G 6+2GQ cent (ational 9aunch at (ew :elhi.

?ike Awards 6+2GQ 8rand i2+ has been awarded the Car

of the ear and -ntry Hatchback of the ear and H'I9 has been awarded the Carmanufacturer of the ear.".

15


16/34

U#INE##

In 1998, after a shake-up in the Korean auto industry caused y o!era"itious

e#pansion and theAsian financial crisis, $yundai ac%uired ri!a&Kia Motors' In 2000, the

co"pany esta&ished a strate(ic a&&iance )ithDaimlerChryslerand se!ered its

partnership )ith theHyundai Group' In 2001, theDaimler-Hyundai Truck Corporation)as

for"ed' In 2004, ho)e!er, *ai"&er+hrys&er di!ested its interest in the co"pany y

se&&in( its 10'5 stake for 900 "i&&ion'

$yundai has in!ested in "anufacturin( p&ants in theNorth America, India, theCzech

epu!lic, .ussia,ChinaandTurkeyas )e&& asresearch and de"elopmentcentres in /urope,

sia, orth "erica and the#acific im'

In 2004, $yundai otor +o"pany had 57'2 i&&ion in sa&es in$outh Korea"akin( it

the countrys second &ar(est corporation, orchae!ol ' or&d)ide sa&es in 2005

reached 2,533,695 units, an 11 percent increase o!er the pre!ious year' In 2011,

$yundai so&d 4'05 "i&&ion cars )or&d)ide and theHyundai Motor Group)as the )or&ds

fourth &ar(est auto"aker ehind ,%olks&a'enandToyota- a distinction it earned

)hen it surpassed ord uto roup in 2009' $yundai !ehic&es are so&d in 193

countries throu(h so"e 5,000 dea&erships'

he $yundai rand po)er continues to rise as it )as ranked 65th in the 2007 est

&oa& rands y Inter rand and usiness eek sur!ey, )ith rand !a&ue

esti"ated at 5'0 i&&ion' u&ic perception of the $yundai rand has een

transfor"ed as a resu&t of dra"atic i"pro!e"ents in the %ua&ity of $yundai vehicles.

As of 6+22 it is the world"s fastest growing car brand for two years running

Hyundai is strengthening its brand competitiveness by participating in diverse sports contests

that bring the worlds people together. Hyundai began to forge connections with J-


17/34

official sponsor of the 6++) 8ermany %orld Cup -uro 6++, and the 6+2+ 0outh Africa %orld

Cup. 8oing forward Hyundai will continue its soccer promotions with road shows and street

parades at the 6+22 %omens %orld Cup in 8ermany -uro 6+26 and the 6+2G ?ra&il %orld

Cup.

%hen Hyundai entered India with the 0antro 'aruti 0u&uki was practically the only strong

competitor it faced. This uncrowded marketplace allowed the 1orean carmaker to make a mark

in the domestic circuit with much ease. Today it is the second largest player in the domestic

market and has the crown when it comes to exports. ?ut the years ahead are expected to be

tougher than those that went by. There are 24 car manufacturers in India today and each one is

fighting for volumes in a market that is set to become the world"s thirdBlargest by 6+6+.

17


18/34

Manu2actured 3oca33y

Hyundai -on9aunched 6+22/

Hyundai 0antro ing9aunched 6++5/

Hyundai (ext 8en i2+9aunched 6+2+/

Hyundai 8rand i2+9aunched 6+25/

Hyundai cent9aunched 6+2G/

Hyundai -lite i6+ 9aunched 6+2G/

Hyundai


19/34

Hyundai Accent C@:i6++6$6++)/

Hyundai 8et&6++G$6++4/

Hyundai Eerna6++)$6+2+/

Hyundai i2+6++4B6+2+/

Hyundai Eerna Transform6+2+B6+22/

Hyundai -lantra6++G$6+2+/

Hyundai Tucson6++*$6+2+/

Hyundai 0onata Transform6+2+$6+22/

Hyundai 0anta


20/34

RE#EARCH AN" "E$EL!MENTB

In the past many '(-s focused most heavily on the production strategy aspect of operations

failing to reali&e that an effective production strategy begins with new product development.

(ew product developmentLservice development 0peed to market TimeBtoBmarket acceleratorsQ

: Centre in Hyderabad. H'I-

is a centre with one of the most advanced research and development facilities which focuses on

state of the art product and design engineering and rigorous !uality enhancement. The new @>:

Centre at Hyderabad in India is Hyundai 'otor Companys fourth overseas @>: centre.

The new @>: Centre in Hyderabad will support all backBend operations like computer aided

engineering CA-/ computer aided design CA:/ and help the @ > : work taking place across

Hyundais car lineBup

The @>: Centre will help in developing vehicles which includes their styling design

engineering and vehicle test > evaluation. The @>: Centre will play a pivotal role for cars

manufactured in India in order to satisfy the specific needs of the Indian customers.

Hyundai 'otor Companys other overseas @>: centers are located in the Jnited 0tates

8ermany

Napan > 1orea.

20


21/34

R!"UCTI!N #TRATEGY

Objectives-

-xamine the role of research development and innovation in production strategy @elate some

of the most critical steps in generating goods and services including global sourcing costing

techni!ues !uality maintenance effective materials handling inventory control and the proper

emphasis on service :escribe the nature and importance of international logistics in production

strategy.

The ob#ective is to spread awareness being informed and increase transparency among our

Customers about various customerBcentric service offerings and activities being organi&ed by

Hyundai. To create exceptional automotive value for our customers by harmoniously blending

safety !uality and efficiency. %ith our diverse team we will provide responsible stewardship to

our community and environment while achieving stability and security now and for future

generations.

roduct "i22erentiated ,trate*y

roduct 2eature,B a product that solves problems faster or solves the same problem cheaper is

worth paying more for. Hyundai has positioned itself as a car company that offers more vehicleD

for the money. It is important for the ?rand 'anager to establish what the costLbenefit ratio is

before making the decision to add a product feature and use it as a differentiation element. If the

overall cost is higher than the premium that can be charged for it this strategy is not worth

pursuing.

Manu2acturin* 'roce,,4 how the product is made can be a great way to set your brand apart

from competition. In todays economy where most products have become commodities the

secret ingredientD or proprietary technologyD can definitely make the difference. 9ululemon

21


22/34

a wellBknown Canadian manufacturer of yogaBinspired apparel has built its success on the

proprietary luon a fabric that provides shape retention and great stretching capabilities. The

brand has basically become synonym with yoga apparel and dominates the

segment against giants such as (ike and Adidas.

er2or&anceB is another great product attribute that can be used to separate your brand from

competition. ?'% makes great use of this concept by positioning their cars as The ultimate

driving machine.D Cervelos dedication to designing and building aerodynamic bikes is what

helped the brand carve a distinctive niche in the super competitive race bike segment dominated

by much bigger players such as Trek 0peciali&ed and 8iant. Their slogan 0peed. -ngineered.D

is a great reflection of their philosophy.

"e,i*nB Attractive uni!ue product design is a very effective way to differentiate. Apple is

constantly pursuing this strategy which reflects in the entire assortment from i;ods to

'ac?ooks. Italian companies fre!uently pursue this strategy be it in cars


23/34

23


24/34

#%!T ANALY#I#

#tren*t+ o2 Hyundai

M Hyundai India has such a brand e!uity that it is almost assumed to be an Indian brand

with lot of good accolades for being Indias second most selling brand next to 'J9 in

market shareM Hyundai 'otor India limited is the largest car exporter from Asian 'arket which showed

a 2+7 growth compared to last


25/34

M In 0JE segment both Tucson and its next model 0anta :

plant in Hyderabad India. Hyundai is one of the very few companies that has widest

@>: network across the world located in 1orea -urope India J0 NapanM Hyundai has very good opportunity in entering into commercial vehicles and

@ecreational vehicles as they are already doing well outside India. Currently H'I9 has

its focus only on ;assenger car segmentM Increasing fuel prices

M 8lobal demand for ecological vehiclesM Changing customer needs

T+reat, o2 HMIL

25


26/34

M Though Hyundai claims itself to have no direct competitors other than 'J9 there are

Indian players like Tata 'ahindra imposing a strong threat for Hyundai 'otors India to

expand its product categoryM


27/34

Hyundai 'otor Company to create new possibilities to benefit the world and its people by

encouraging and developing new thinking. All members of Hyundai have the brand slogan

deeply engraved in their hearts as they move forward in their effort to provide new values and

experiences desired by todays customers through innovative ways that are uni!ue to the brand

driven by new thinking about customers and cars.

Hyundais ?rand direction 'odern premium

Hyundais brand direction 'odern premiumD does not #ust mean luxury carsU it is about

providing new values and experiences to yet more customers of today through ways that are

uni!ue to the brand and which go beyond what customers expect by combining exceptional

performance with reasonable price and emotional elegance.

?eing simple but perfect staying faithful to the basics yet different from the others and not

forgetting the big picture while paying attention to the smallest detailsU developing cars that cater

to the diverse lifestyles of customers and propose an advanced automobile life and cultureU

enriching the lives of customers who have an active and positive approach to lifeWthat is the

'odern premium of Hyundai 'otor Company.

UNCTI!NAL #TRATEGY

M 0trategies of an organi&ation are become very important now a day due to taking care of

customers needs and their responsibilities and competitors moves.M 9arge number of organi&ation is used strategies to overcome the competition from the

competitors.

27


28/34

M Hierarchy of a company is considering secondary comparing the human resource

management due to #ust because of the policy which framed for the growth of an

organi&ation.M In present scenario strategic human resources management become most important and it

is termed as long term results picture.M It is focuses on the long term ob#ectives of an organi&ationM It is not only focus on internal affects but also focus on addressing and solving problems

which also affects long run management programsM It is consider very important because its ma#or goal is to increase production by focusing

on business problem that faces externallyM 0trength and weakness of an organi&ation are revealed soon when the organi&ation has

strategic human resource management.

Hyundai &otor, 3ate,t trend and '3an,

The new i6+ elite launched in 6+2G is not only a upper model for older version but also a tough

competitor among that class. it provides luxury innovation in interior and looks. 'ore than

436++ customer en!uiries with over 2*5++ ?ookings within 6+ daysB

B Highest bookings ever in the Hyundai product portfolio.

Inspired by


29/34

M 0tyled at Hyundai 'otors :esign Centre -urope

M 8enerous proportions created by its.The front presents a bold new interpretation of the wellB

establishedHyundai hexagonal grille and a new thin hori&ontal strip connecting the headlamps

packaging

A sporty dynamic and innovative hatchback with class leading uni!ue features the allBnew -lite

i6+ has been designed using Hyundais evolved


30/34

"ehicles. The company also sells "arious auto

parts and operates auto repair ser"ice centers

throu'hout $outh Korea. *t also pro"ides

financial ser"ices throu'h its su!sidiaries.

ac9uired t&o iconic !rands( +:a'uar+ and +;and

o"er+ from 0ord for a total consideration of


31/34

re,, note

M New "e3+i6 e5ruary 076 ./018 Hyundai 'otor India 9td. H'I9/ the countrys largest

passenger car exporter and second largest car manufacturer has announced that it will

pass in the full reduction of excise tax benefit to customers in India. The price deduction

benefit will be applicable to all the models from -on to 0anta


32/34

accepted by customers as a value propositionF the company said in a statement. ;ost the

launch of "8rand" in the Indian market Hyundai has experienced a ** per cent rise in

footfalls at...M the fastBgrowing compact sedan segment in India"s automobile industry is set for heavy

competition with Tata 'otors and


33/34


34/34

www.Hyundaimotors.com

%ikipedia

-conomic Times

www.0cribd.com httpQLLwww.hyundaimotors.comLsustainabilityLC0@B22LpdfLdefiningBpriorities.pdf

www.0lideshare.com
http://www.scribd.com/http://www.hyundaimotors.com/sustainability/CSR-11/pdf/defining-priorities.pdfhttp://www.scribd.com/http://www.hyundaimotors.com/sustainability/CSR-11/pdf/defining-priorities.pdf

introduction hyndai

Documents