BCG matrix needs no formal introduction if you are strategic planner or a marketing maniac. The BCG matrix is a tool that allows to classify and evaluate the products and services. According to this technique , The matrix positions the products/services classified as low or high performers in two ways: 1. The rate of the growth of the market; 2. The market share of a product/services offered facing the competitors. Boston consulting group (BCG) matrix was developed by Bruce Henderson of the Boston Consulting Group in the early 1970s. BCG MATRIX is simple and easy to understand. It helps you to quickly and simply screen the opportunities open to you, and helps you think about how you can make the most of them. It is used to identify how corporate cash resources can best be used to maximize a company’s future growth and profitability. To assess Profiles of products/businesses , the cash demands of products, the development cycles of products, resource allocation and divestment decisions. Better decision making

1. TOPIC-BCG MATRIX OF
HYUNDAI’
BY:
AMAN KHANNA
ARNAB BASU SUBMITTED TO:
ARNAV RAZDAN ZEHRA ZULFIQ

2. BCG MATRIX

4.  The BCG matrix is a tool that allows to
classify and evaluate the products and
services.
 According to this technique , The matrix
positions the products/services
classified as low or high performers in
two ways:
1. The rate of the growth of the market;
2. The market share of a product/services
offered facing the competitors.
 Boston consulting group (BCG) matrix
was developed by Bruce Henderson of
the Boston Consulting Group in the early
1970s.
 The four cells of the BCG matrix
denotes
 Question mark(?), Dogs, Stars, Cash
cows

5.  BCG MATRIX is simple and easy to
understand.
 It helps you to quickly and simply
screen the opportunities open to
you, and helps you think about how
you can make the most of them.
 It is used to identify how
corporate cash resources can best
be used to maximize a company’s
future growth and profitability.
 To assess Profiles of
products/businesses , the cash
demands of products, the
development cycles of products,
resource allocation and divestment
decisions.
 Better decision making.

6.  The model uses only two
dimensions (i.e. growth and share)
to assess competitive position,
others are ignored.
 More focus on balancing cash flows
rather than other
interdependencies.
 More emphasis on cost leadership
rather than differentiation as a
source of competitive advantage.
 Poor correlation between market
share and profitability.
 A high market share does not
necessarily lead to profitability at
all times.
 Low share or niche businesses can
be profitable too (some Dogs can
be more profitable than cash
Cows).

7.  Chung Ju-Yung founded the Hyundai
Engineering and Construction Company in 1947.
 Hyundai Motor Company was later established
in 1967.
 The company's first model, the Cortina, was
released in cooperation with Ford Motor
Company in 1968.
 In 1975, the Pony, the first Korean car, was
released, with styling by Giorgio Giugiaro
of ItalDesign and power train technology
provided by Japan's Mitsubishi Motors.
 In 1986, Hyundai began to sell cars in the
United States, and the Excel was nominated as
"Best Product #10" by Fortune magazine,
largely because of its affordability.
 Chung Ju Yung transferred leadership of
Hyundai Motor to his son, Chung Mong Koo, in
1999.
 Hyundai Motor Company entered the Indian
Automobile Market in 1996, currently the
second largest auto exporter from India.

8. HATCHBACK SEDAN SUV
 i10
 i20
 Santro
 Eon
 Verna
 Sonata
 Elantra
 Accent
Santa Fe
Veracruz
Tucson
Terrcan

10. 29%
21%
8%
14%
28%
Sales
Maruti
Tata
Hyundai
Honda
Others

12. SBU ANNUAL
GROWTH(2010-
2011)
MARKET
SHARE(a)
LARGEST
COMPETIT0R(b)
X=a/b
HATCHBACK 26.8% 21% 54%
(MARUTI)
0.38
SEDAN 4.5% 7.7% 29.17%
(MARUTI)
0.26
SUV 33.8% 1% 43%
(MAHINDRA
RENAULT)
0.02

14. For Hatchback(current placed in STARS)
Success story of Hyundai's i10 and i20 inspired the hatchback
segment and took the market by storm. Its products like Eon,
i10,i20, segment has entered its maturity stage. Eon has been
named among top 10 cars by autocar . While its Santro gained much
popularity and is still famous for its low-budget ,fuel efficiency and
various models.
Special i-tech (i10 variant) has been introduced in the market on
march 6,2013 marking its anniversary. Annual growth of Hyundai’s
hatchbacks in year 2010-11 has been 26.8% and has market share
of 21% as compared to Maruti Suzuki’s , so recommendations are as
follows:
 To invest more in i30 which is launching in 2014 in hatchbacks.
 To focus on Santro ‘s Xing segment because it is cash cow for the
hatchback segment.
 i 20 low priced variant should be introduced so that it can attract
every segment of buyer.

15. For Sedans(currently placed in question mark)
Accent has shown great promise in Sedans sector which has great
market share in sedans but in totality Sedans Share is very low for
Hyundai( 7.7%) . Whereas Sonata , Elantra are very low in market
growth and market share.
But fluidic range of sedans are quite promising and boosted and
ushered the growth in market of sedans in Hyundai. These versions
has erased the previous perception of this sector and rebranding of
sedans is taking place. Recommendations for the transition to stars
segment is as follows:
 Invest heavily in bringing new variant in sonata and Elantra.(
Hyundai recently introduced the Fluidic Diesel version which is
quite promising)
 Extensive marketing of Elantra is the need of the time.
 Bringing Sedans in range of 7-8 lakhs is required to compete with
its competitors.

16. For SUV( currently placed in Question Marks)
Hyundai’s Santa Fe is the only SUV product of its market in India
but there are 4 SUV which are produced in India and are exported
from India to European countries. Its Veracruz and Tucson are one
of the major seller in USA and Europe. Hyundai started production
of ‘Hydrogen Powered’ ix35’ SUV in December 2012 which is the step
to build its SUV portfolio. As it is correctly placed in Question mark
so the recommendations are as follows:
•First of all, it should increase its portfolio by bringing in SUVs.
•It should focus on more variants of Santa fe as its market growth is
very good.
• HMIL( Hyundai Motor India Limited) should look into the Asia
market( especially India because it has very good prospective of its
growth.

17.  http:/www.cartoq.com/car-sales-maruti-
remains-the-hatchback-leader-as-market-
grows/
 http://www.motorbam.com/sales-
figures/august-2012-sales-figures-analysis
 http://www.team-bhp.com/forum/indian-car-
scene/111873-november-2011-indian-car-sales-
analysis.html