STUDY THE GROWTH PATTERN AND CUSTOMER PREFERENCE FOR HERO MOTOCORP PRODUCTS AFTRR SEPARATION FROM HONDA

Abstract

The study is majorly focused on finding the growth pattern & strategies of Hero MotoCorp (Largest Manufacturer of two wheelers in the world in terms of volumes) after separation from Honda. This study also focuses to find attributes which primarily a customer would consider as preference towards selecting a two wheeler product and overall satisfaction level. This study is focused on understanding about the various aspects of strategic Marketing for these two major two wheeler manufacturer. The reason behind selection of these particular companies as a major project is to utilize the academic knowledge and practical experience of working in one of the company i.e. Hero MoroCorp Ltd. (Erstwhile Hero Honda) for last 10 years. Following are some of the highlights that encouraged me for conducting this study: 1. There is increase in the market share of Honda after 2011. So, we need to understand whether this change is the strategic shift or the Competition has more aggressive strategies? 2. Hero has lost its domestic market share after 2011. So, what are the changes that Hero needs to make in its strategies to retain the market share & No.1 position? 3. Hero is now expanding globally. Whether it would be able to understand the challenges and competition in terms of global market? A survey is done among the customers to study their preference of brand after the split. Customer opinions are recorded about their choice of the brand. It is concluded from the study that the Hero MotoCorp is still overall domestic market leader and facing tough competition from Honda and other players.