Master of Business Administration

Faculty / School

School of Business Studies (SBS)


Syed Akhtar Mahmud, Visiting Faculty, Department of Marketing

Project Coordinator (Internal)

Syed Fariz Ahmed

Project Coordinator (External)

Assad Ullah Ashraf, Regional Sales Manager


Hyundai Nishat

Project Type

MBA Research Project

Keywords">SUVs, Market Forces, SWOT, PESTLE

Abstract / Summary

The report focuses on the new product launch by Hyundai Nishat Motors in form of a SUV vehicle in comparison to the locally manufactured SUVs including Toyota Fortuner, KIA Sorento and Changan Oshan X7 and to the imported luxury European SUVs such as Range Rover, Mercedes Benz GLS and Audi Q6. Moreover, for the purpose of market overview and industry overview, the literature reviews the internal forces (SWOT analysis), external analysis (PESTLE analysis), and market forces (porters five forces). Additionally, the research methodology focuses on the quantitative as well as qualitative which includes surveys and interviews which amalgamates as a mixed method research. The industrial and organizational overview is further helpful in assessment of the 4P’s of market before the product launch. The results are based on the customers’ preferences of features, pricing, placement, and advertising of the new product after launch. The data findings show that people know HNML as the flag bearers of the local automobile industry and thus the management should always stay interactive in terms of communication with its customers and automotive enthusiasts. Moreover, pricing was also found to be a great aspect of changing preferences, the customers preferred an imported SUV for a similar price as compared to that offered by HNML. Hence, the preferences of customers were clearly seen shifting towards the imported SUVs just because of the sole factor of pricing as seen from the qualitative as well as the quantitative results.

Available for download on Monday, April 08, 2030