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BCG Matrix Analysis of Indian Autos

This document discusses the BCG matrix analysis of Hyundai's automobile portfolio in India. It analyzes Hyundai's performance in the hatchback, sedan, and SUV segments in terms of annual growth rate, market share, and largest competitors. For the hatchback segment, which is currently a star, it recommends focusing on expanding the Santro and introducing more affordable i20 variants. For the SUV segment, currently a question mark, it recommends expanding the SUV portfolio and adding more Santa Fe variants to capitalize on market growth.

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111 views9 pages

BCG Matrix Analysis of Indian Autos

This document discusses the BCG matrix analysis of Hyundai's automobile portfolio in India. It analyzes Hyundai's performance in the hatchback, sedan, and SUV segments in terms of annual growth rate, market share, and largest competitors. For the hatchback segment, which is currently a star, it recommends focusing on expanding the Santro and introducing more affordable i20 variants. For the SUV segment, currently a question mark, it recommends expanding the SUV portfolio and adding more Santa Fe variants to capitalize on market growth.

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Indian Automobile

Industry
Group Members:
1. Manushi Shah – 43
2. Vrunda shah – 44
3. Yash shah – 45
4. Zeepal shah – 46
5. Shivani Sharma – 47
6. Sheth jhanvi – 48
7. Shivangi Joshi - 49
BCG Matrix for Automobile
Industry
BCG MATRIX
BCG matrix is a framework created by Boston Consulting
Group to evaluate the strategic position of the business brand
portfolio and its potential.
It classifies business portfolio into four categories based on
industry attractiveness (growth rate of that industry) and
competitive position (relative market share).
(for eg. Car industry)
Format of BCG Matrix
BCG Matrix of Maruti Suzuki
HATCHBACK SEDAN SUV
 i10  Verna  Santa Fe
 i20  Sonata  Veracruz
 Santro  Elantra  Tucson
 Eon  Accent  Terrcan
SBU ANNUAL MARKET LA RGEST
GROWTH( SHARE(a) COMPETIT0R(b)
2018- 2019)

HATCHBACK 26.8% 21% MARUTI


(Hyundai)

SEDAN 4.5% 7.7% MARUTI


(Hyundai)

SUV 33.8% 1% MAHINDRA


(Hyundai) , RENAULT
BCG MATRIX OF HYUNDAI
Recommendations
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.
 Annual growth of Hyundai’s hatchbacks in year 2018-19 has been
26.8%and has market share of 21% as compared to Maruti Suzuki’s ,
so recommendations are as:
 Follows:
1. To focus on Santro ‘s Xing segment because it is cash cow for the
hatchback segment.
2. i 20 low priced variant should be introduced so that it can attract
every segment of buyer.
Recommendations
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 2018 which is the step to build its SUV portfolio. As it is
correctly placed in Question mark so the recommendations are as follows:
1. First of all, it should increase its portfolio by bringing in SUVs.

2. It should focus on more variants of Santa fe as its market growth is

very good.
 HMIL( Hyundai Motor India Limited) should look into theAsia market

( especially India because it has very good prospective of its growth).

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