Multidisciplinary Action Project Report

On

“MEASURING THE PERFORMANCE OF ONLINE PRESENCE”

At

DESTINATION KIA, ANAND

Submitted to

Institute Code: 755

Sardar Patel College of Administration & Management – MBA

Under the Guidance of

PROF. MITTAL PARMAR

(Assistant professor)

In Partial Fulfilment of the requirement of the award of the degree of

Master of Business Administration (MBA)

Offered by

Gujarat Technological University

Ahemdabad.

237550592085 PARMAR SWENI VASANTBHAI

237550592086 PARMAR VAIDEHIBEN MUKESHBHAI

237550592088 PATEL ARPAN PRADIPBHAI

237550592092 PATEL HARSH KRUPESHKUMAR

237550592093 PATEL ISHA MINESHBHAI

Prepared by:

MBA (Semester - III)

December 2024
STUDENT’S DECLARATION
We hereby declare that the Multidisciplinary action Project titled “Measuring the
performance of online presence” undertaken at Kia Destination is a result of our
own work and our indebtedness to other work publications, reference, if any, have
been duly acknowledged. If we are found guilty of coping from any other report or
published information and showing as our original work, or extending plagiarism
limit, we understand that we shall be liable and punishable by the university, which
may include being declared ‘Fail’ in the MAP examination or any other punishment
which the university may decide.

Enrollment no. Name Signature

237550592085 PARMAR SWENI VASANTBHAI

237550592086 PARMAR VAIDEHIBEN

MUKESHBHAI

237550592088 PATEL ARPAN PRADIPBHAI

237550592092 PATEL HARSH KRUPESHKUMAR

237550592093 PATEL ISHA MINESHBHAI

Place: ……………
Date: .…………..
CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Measuring the
performance of online presence AT DESTINATION KIA” was carried out by
PARMAR SWENI VASANTBHAI (237550592085.), of SPCAM-MBA-755

The report is approved / not approved. Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

(Examiner’s Sign)

Name of Examiner:
Institute Name:
Institute Code:
Date :
Place :
CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” was carried
out by PARMAR VAIDEHI MUKESHBHAI (237550592086.), of SPCAM-MBA-
755

The report is approved / not approved. Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

(Examiner’s Sign)

Name of Examiner:
Institute Name:
Institute Code:
Date :
Place :
CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” was carried
out by PATEL ARPAN PRADIPBHAI(237550592088.), of SPCAM-MBA-755

The report is approved / not approved. Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

(Examiner’s Sign)

Name of Examiner:
Institute Name:
Institute Code:
Date :
Place :
CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” was carried
out by PATEL HARSH KRUPESHKUMAR(237550592092.), of SPCAM-MBA-
755

The report is approved / not approved. Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

(Examiner’s Sign)

Name of Examiner:
Institute Name:
Institute Code:
Date :
Place :

CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” was carried
out by PATEL ISHA MINESHBHAI (237550592093.), of SPCAM-MBA-755

The report is approved / not approved. Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

(Examiner’s Sign)

Name of Examiner:
 Institute Name:
Institute Code:
Date : PLAGIARISM REPORT
Place :
 Date: 24/12/2024

Institute Certificate

This is to Certify that this Multidisciplinary Action Project Titled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” is the bonafide
work of PARMAR SWENI VASANTBHAI (237550592085.), who have carried out
their project under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.

I have also checked the plagiarism extent of this report which is __0_% and it is
below the prescribed limit of 30%. The separate plagiarism report in the form of
html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ___

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

(PROF. MITTAL PARMAR)

(ASSISTANT PROFESSOR)

(SPCAM-MBA)

Dr. Vishal Patidar

Director (SPCAM-MBA)
 Date: 24/12/2024

Institute Certificate

This is to Certify that this Multidisciplinary Action Project Titled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” is the bonafide
work of PARMAR VAIDEHI MUKESHBHAI (237550592086.), who have carried
out their project under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.

I have also checked the plagiarism extent of this report which is __0_% and it is
below the prescribed limit of 30%. The separate plagiarism report in the form of
html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ___

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

(PROF. MITTAL PARMAR)

(ASSISTANT PROFESSOR)

(SPCAM-MBA)

Dr. Vishal Patidar

Director (SPCAM-MBA)
 Date: 24/12/2024

Institute Certificate

This is to Certify that this Multidisciplinary Action Project Titled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” is the bonafide
work of PATEL ARPAN PRADIPBHAI (237550592088.), who have carried out
their project under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.

I have also checked the plagiarism extent of this report which is __0_% and it is
below the prescribed limit of 30%. The separate plagiarism report in the form of
html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ___

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

(PROF. MITTAL PARMAR)

(ASSISTANT PROFESSOR)

(SPCAM-MBA)

Dr. Vishal Patidar

Director (SPCAM-MBA)
 Date: 24/12/2024

Institute Certificate

This is to Certify that this Multidisciplinary Action Project Titled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” is the bonafide
work of PATEL HARSH KRUPESHKUMAR (237550592092.), who have carried
out their project under my supervision. I also certify further, that to the best of my
knowledge the work reported herein does not form part of any other project report or
dissertation on the basis of which a degree or award was conferred on an earlier
occasion on this or any other candidate.

I have also checked the plagiarism extent of this report which is __0_% and it is
below the prescribed limit of 30%. The separate plagiarism report in the form of
html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ___

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

(PROF. MITTAL PARMAR)

(ASSISTANT PROFESSOR)

(SPCAM-MBA)

Dr. Vishal Patidar

Director (SPCAM-MBA)
 Date: 24/12/2024

Institute Certificate

This is to Certify that this Multidisciplinary Action Project Titled “Measuring the
performance of online presence at DESTINATION KIA, ANAND” is the bonafide
work of PATEL ISHA MINESHBHAI(237550592093.), who have carried out their
project under my supervision. I also certify further, that to the best of my knowledge
the work reported herein does not form part of any other project report or dissertation
on the basis of which a degree or award was conferred on an earlier occasion on this
or any other candidate.

I have also checked the plagiarism extent of this report which is __0_% and it is
below the prescribed limit of 30%. The separate plagiarism report in the form of
html /pdf file is enclosed with this.

Rating of Project Report [A/B/C/D/E]: ___

(A=Excellent; B=Good; C=Average; D=Poor; E=Worst)

(PROF. MITTAL PARMAR)

(ASSISTANT PROFESSOR)

(SPCAM-MBA)

Dr. Vishal Patidar

Director (SPCAM-MBA)
ACKNOWLEDGEMENT

This report is not completed without the support of our

respective guide and professors and also form the other’s
guidance form other people. We must thanks to out guide Prof.
Mittal Parmar mam for guidance and continues support for
making this project and improving our way of presenting this
project and for giving us her precious time. We are especially
thankful to Dr. Vishal Patidar sir the director of our MBA
Department for them inspiration and guidance and helping us
during project work and focus on our problems and provide us
good solution. We thankful to Kia Destination for providing us a
huge information and practical knowledge about “automotive
industry” and about the company and provide us approval of
making our map project on their company.
EXECUTIVE SUMMARY
This report highlights the findings from a comprehensive study conducted on Kia
Motors’ digital engagement and customer interaction strategies, with a specific focus
on its operations in Anand, Gujarat. The primary objective was to evaluate the
company’s current digital presence, identify key strengths, and uncover opportunities
for enhancing customer satisfaction and engagement.

The study revealed that Kia Motors effectively connects with a younger demographic,
with 60% of participants under the age of 35 actively engaging with the brand.
Gender representation is balanced, with 51% male and 49% female participants,
underscoring Kia’s appeal across a broad audience. The majority of respondents are
either working professionals, students, or business owners, demonstrating the brand’s
relevance across various occupational segments.

Kia’s digital marketing strategies have yielded positive results, with 49% of
respondents learning about the brand through social media platforms such as
Facebook and Instagram. Furthermore, 72.4% of users frequently engage with Kia’s
official website, primarily utilizing features like vehicle information, service
appointment scheduling, and test drive bookings. However, engagement on platforms
like LinkedIn and YouTube remains comparatively low, indicating room for growth.

User feedback highlighted areas of excellence, such as ease of navigation and visual
appeal, which received high satisfaction ratings. Nonetheless, aspects like post
frequency and engagement opportunities were rated average, suggesting the need for
more interactive and captivating content. Additionally, 47.86% of website visitors
leave without interacting, and the average session duration is just 0.52 seconds,
pointing to potential issues in user experience and content relevance.

Secondary data analysis reinforced the findings, revealing a slight decline in website
visits over three months, alongside a bounce rate of nearly 48%. However, metrics
like showroom OSAT (Overall Satisfaction) and NPS (Net Promoter Score) displayed
consistent improvement, signaling growing customer trust and satisfaction.

To address the identified gaps, recommendations include enhancing social media

strategies, redesigning the website for improved performance, and leveraging AI-
driven tools for customer support. Targeted marketing campaigns tailored to different
demographics and automated follow-up processes for test drives are proposed to boost
engagement and satisfaction further.

By implementing these strategies, Kia Motors Anand can solidify its position as a
leader in digital innovation, strengthen customer relationships, and drive long-term
growth in the competitive automotive sector.
TABLE OF CONTENT

Sr no. Particular Page

no.

Student declaration

Acknowledgment

Executive summary

1. Industry overview

2. Company profile

3. Phase – 1 Diagnosis Phase

1.Problem / opportunity Identification and Description

2. Analyzing the problem purpose of analysis

3. Main objectives and tasks objectives

4. Phase – 2 Design and Analysis phase

Methodology adopted for data collection

Sources of data collection

Data analysis & findings

5. Phase – 3 Implementation phase

Identifying alternative courses of action

Determining the solution to be proposed

 Methodology adopted for solution implementation

Project outputs/ key deliverables

Tangible and intangible benefits delivered to the

organization delivered to the organization tangible
benefits

Future recommendations

6. Bibliography

7. Annexure
INTRODUCTION

Industry Overview

The Indian automotive sector is a major contributor to the nation's economy,

accounting for around 35% of its manufacturing GDP and 6% of its GDP overall.
Serving a wide variety of vehicles, including passenger automobiles, commercial
vehicles, two-wheelers, and three-wheelers, it is one of the auto markets with the
quickest rate of growth in the world. The sector caters to both local and foreign
consumers, with India being a major center for the production and export of
automobiles. Rapid urbanization, the expansion of the middle class, and the growing
need for mobility solutions have all contributed to the sector's rise.

India's car market has been steadily expanding and is predicted to reach a compound
annual growth rate (CAGR) of 9.7% between 2023 and 2030. By that time, it is
anticipated that the country would have produced more than 8.36 million vehicles.
This growth has been made possible in large part by government backing. Programs
like the Automotive Mission Plan seek to treble the industry's revenue, add almost 65
million jobs, and raise its GDP contribution to 12%. Furthermore, laws supporting
electric cars (EVs) are encouraging a change to more environmentally friendly modes
of transportation. By 2025, the Indian EV industry is expected to be worth $7 billion,
with the potential to generate 50 million employment by 2030.

The sector confronts obstacles such shifting customer tastes, supply chain
interruptions, and environmental issues despite its encouraging trajectory.
Nonetheless, these difficulties provide chances for creativity and adjustment. The
industry is changing quickly to satisfy customer demands while putting sustainability
first because to rising demand for SUVs, shared mobility options, and green
technology. India is now a vital link in the global supply chain, drawing substantial
investment and technical breakthroughs because to the automobile industry's tenacity
and expanding local market.

Seasonal fluctuations and frequent rains caused a 1.8% drop in automobile sales to
dealers in the July–September 2024 quarter, although the October–December quarter's
holiday season is predicted to increase demand. The future of the Indian automotive
sector is bright as long as companies and consumers support environmentally friendly
and cutting-edge mobility solutions. All things considered, this industry remains a
vital component of India's economic expansion, innovation, and advancement.

COMPANY PROFILE
KIA MOTORS

Kia Motors was established in 1944. Kia motor is one of South Korea's leading
automotive manufacturers and an integral part of the Hyundai Motor Group. With a
strong global footprint across more than 190 countries, Kia has evolved into a highly
innovative brand synonymous with cutting-edge design, advanced technology, and
sustainable practices. The company strives to deliver world-class vehicles while
steering toward a future marked by eco-friendly and connected mobility solutions.

Corporate Profile

Kia Motors offers a diverse range of vehicles, from compact sedans and SUVs to
electric and hybrid options, balancing quality, affordability, and cutting-edge features.
The company’s design philosophy, encapsulated in its “Opposites United” approach,
harmonizes natural elements with technological advancements to create vehicles that
resonate with modern consumers.

Key Highlights:

 2024 Revenue: Approximately $78.51 billion.

 Global Workforce: Over 52,000 employees.

 Manufacturing Facilities: Located in strategic regions like South Korea,

India, and the U.S.

The company has received numerous accolades for its innovation, reliability, and
customer satisfaction, establishing it as a global leader in the automotive sector.

Digital Presence and Online Engagement:

In the digital age, Kia Motors has embraced online platforms to strengthen its
connection with customers. The company has implemented comprehensive digital
strategies, including interactive websites, mobile applications, and robust social media
engagement. These initiatives aim to create seamless and personalized experiences for
customers.

A case study conducted at Kia Destination, Anand, Gujarat, highlighted the impact of
Kia’s online presence on consumer engagement and sales. The findings underscored
Kia’s effective use of digital marketing techniques, such as targeted advertising and
SEO. However, the study also identified areas where Kia could enhance customer
interaction and refine content personalization.

Commitment to innovation and sustainability

Kia is at the forefront of sustainable mobility, with ambitious goals to achieve carbon
neutrality by 2045. The company is investing significantly in electric and hydrogen-
powered vehicles and exploring cutting-edge technologies like autonomous driving
and smart mobility solutions.

Kia also promotes environmental responsibility through its use of renewable energy
and sustainable materials in manufacturing. These efforts align with the global push
toward greener automotive solutions, ensuring Kia’s leadership in eco-friendly
innovations.

Strategic Vision and Future Prospects:

Looking ahead, Kia envisions transforming into a leader in the mobility sector, going
beyond traditional automobile manufacturing. Its “Plan S” strategy focuses on
expanding its electric vehicle lineup, developing purpose-built vehicles (PBVs), and
introducing connected services to enhance the customer experience.

The brand is also eyeing growth in emerging markets by tailoring its offerings to local
demands. In India, Kia aims to strengthen its presence further by launching new
models designed to meet the needs of cost-conscious and environmentally aware
consumers.

With its forward-thinking strategies, customer-centric approach, and commitment to

innovation, Kia Motors is well-positioned to navigate the future of the global
automotive industry. The company’s continuous focus on sustainability and
technological advancement ensures its place as a leader in the rapidly changing
mobility landscape.

Phase-1 DIAGNOSIS PHASE

1. Problem / Opportunity Identification and Description

Background of the Project

In the current digital era, a strong online presence is essential to every company's
development and success. For Kia Motors Anand, a well-known automaker, the
digital sphere presents chances to boost sales, improve customer interaction, and
increase brand awareness. It is still difficult to gauge how successful its online
presence is across website and social media channels.

In order to find possibilities and weaknesses in Kia Motors Anand's online

performance, the research focuses on examining its digital environment. Through the
assessment of critical indicators including website traffic, user interaction, social
media reach, and conversion rates, our goal is to offer practical insights that help
enhance the business's digital strategy.

Problem Statement
Boosting Kia Motors Anand's online presence, which is essential for lead generation,
brand awareness, and customer interaction, is a problem. Uncertain customer
impressions of digital content, irregular social media involvement, and unfulfilled
user expectations are among the main problems. Although web analytics provide
quantitative data, comprehension of user behavior and preferences is limited when
qualitative insights are lacking. In order to close these gaps, web analytics and
customer feedback must be integrated in order to assess performance, improve digital
strategy, and raise consumer engagement and satisfaction.
Opportunity Description
By leveraging data-driven methodologies, the project aims to:

 Determine the advantages and disadvantages of Kia Motors Anand's digital

strategy by utilizing data-driven techniques.
 Offer a road plan for improving client happiness and engagement.
 Online platforms should be optimized for increased exposure and conversions.

2. Analyzing the Problem

Purpose of Analysis
Kia Motors Anand must analyze the issue in order to pinpoint the main problems
influencing its online performance and visibility. This study offers an organized
method to identify opportunities for development and guarantee that resources are
used effectively to meet strategic objectives. The business may improve its online
exposure, user engagement, and overall brand effect by making data-driven decisions
based on an awareness of these issues.

Key Problems Identified:

 Website Performance:
o Problems with poor loading times, mobile responsiveness, and
navigation.

 Social Media Engagement:

o Low interaction with users and ineffective campaign targeting.
  Customer responsiveness: Problems with low customer responsiveness.

3. Main Objectives and Tasks

Objectives
1. Evaluate Digital Presence: Assess website and social media performance
using qualitative and quantitative methods.

2. Identify Improvement Areas: Highlight key gaps and areas for enhancement.

3. Propose Recommendations: Provide a detailed plan to optimize the online

presence.

4. Establish KPIs and a framework for monitoring progress

TASKS

Objective 1: Evaluate digital presence.

Collect website analytics information (traffic, bounce rate, and session duration).
Analyze social media data (interaction, reach, and query resolution).
Conduct user surveys and feedback sessions to gain qualitative information.
Objective 2: Identify Improvement Areas.
Compare your existing performance indicators against industry benchmarks.
Highlight user pain issues based on survey and feedback data.
Objective 3: Make Recommendations
Create a staged strategy that includes concrete optimization tactics.
Include tools and processes for continuous monitoring and iteration.
PHASE-2 DESIGN AND ANALYSIS PHASE

 Methodology adopted for data collection

The project's methodology was to offer an organized and detailed way to assess Kia
Motors Anand's internet presence. Both subjective insights and factual information
were acquired in the inquiry thanks to the use of both qualitative and quantitative
approaches. The goal of the approach was to identify practical results that would
enhance the company's digital strategy.

 Research Design:
For this study, a mixed research approach was selected. While
analytical research assesses the connection between various online
performance indicators (like website traffic and social media
engagement) and business outcomes (like lead generation, brand
visibility, and customer engagement), primary data sources such as
questionnaire will provide insights into Customers' opinions about Kia
Motors Anand's digital platforms will be gathered through surveys,
with a focus on social media involvement, content relevancy, and
website usability.

 Data Collection Method:

Primary Data: When the data is being collected for the very first time
i.e., the data reflects the current situation, and the researcher has
collected the data in real time. Primary data is generated from the
original source. Primary data sources include surveys, questionnaires,
observation, Personal interviews, telephone interviews, focus groups,
physical testing, case studies etc.
Secondary data: Secondary data is the kind of data which has already
been collected by other researchers. These type of data are easily
 available and are more cost-effective than primary data collection. But
it can be less correct for many reasons. The data acquired might not be
exact to what the researcher wants.
The data collection method for this study involves using Primary data
which will provide deeper insights into customer opinions about kia
motor’s online presence.

 Research Sampling and Scope:

The sample is dependent on availability and applicability of data from
and customer responses because the study uses primary data. Data
from the previous three to six months are included in the study's scope
to guarantee current insights and provide sufficient time for trend and
pattern analysis along with a questionnaire.

 SOURCES OF DATA COLLECTION

The sources of data used in this study are secondary sources, where following
tools have been used for data collection:

Web analytics tools

Google forms

Data Analysis and findings

 Age Group Count
AGE
18-24
18-24 34
11% 25-34
13% 32% 35-44 25-34 26
45-54
18% Above 55
25% 35-44 19

45-54 14

Above 55 12

2. Gender

GENDER Gender Count

Male 54
Male
49% Female
51%
Female 51

Occupation Count
3. Occupation
Student 30

Working Professional 31

Business Owner 34

Retired 9

Other 1
Frequency Count
4. How often do you use the internet?
Daily 38

Weekly 21
1%
36%
Occasionally 45 43% Daily
Weekly
Occasionally
Rarely 1 20% Rarely

5. How Respondents Learned About Kia Motors Anand

Sources Count

Search Engine
14
(e.g., Google)
Searc
Social Media 51 Word
of h En-
Mout gine
h; 14; (e.g.,
Advertisement 25 13% Other; 1; 1% Googl
e);
14;
Ad- 13%
Word of Mouth 14 ver-
tise-
ment;
Other 1 25;
24%

Social
Me-
dia;
51;
49%

6. Which platforms do you engage with Kia Motors

Anand on? (Select all that apply):
 7. How often people visit kia motors anand webiste?

Kia Motors Anand's

Count
Website

Daily 2

Weekly 16

Monthly 60

Rarely 22

Never 5
 How often people visit kia motors anand
webiste?

Wee
Rarel Never Daily
kly
y 5% 2%
15%
21%

Monthly
57%

8. Rate your experience with the following aspects of the website (1 = Very Poor,
5 = Excellent):

1
(Ve 5
Aspect ry 2 3 4 (Excelle
Poo nt)
r)
Ease of
2 2
Navigatio 6 4 43
3 9
n
Content
1 2 4
Relevanc 2 18
8 5 2
e
Visual 1 2 3
5 26
Appeal 2 9 3
Speed
and 1 2 3
2 28
Performa 1 8 6
nce
9. What features do you primarily use on the
website? (Select all that apply):

10. How often do you interact with Kia Motors Anand’s

social media platforms?

59

19
16

6 5
Daily Weekly Monthly Rarely Never
 11. What type of content do you enjoy most on social
media?

12. Rate Kia Motors Anand’s social media content in

the following areas (1 = Very Poor, 5 = Excellent):

Rating
1 2 3 4 5
Category
Relevanc
e to your 9 4 21 22 50
interests
Visual
1 13 28 39 25
Appeal

Frequenc
4 13 29 35 25
y of posts

Engagem
ent
5 14 27 33 27
opportuni
ties
13. Have you ever contacted Kia Motors Anand
through social media?

If Yes, was your query resolved satisfactorily?

95%

14. On a scale of 1 to 5, how satisfied are you with Kia

Motors Anand’s overall online presence?

15. Would you recommend Kia Motors Anand’s digital

platforms to others?
 No
5%

Yes
No

Yes
95%

Findings:
1. Most participants (60%) are under 35, indicating that young
people are highly engaged. With just 12 people over 55,
representation gradually declines in older age groups.
2. 51% were male participants where as 49% were female
participants.
3. Students and working professionals accounted for 29% each
whereas business owners accounted for 32% and 9% are retired
with 1% being other.
4. 13% learned about kia motors anand through search engine,
13% through word of mouth, 24% through advertisement, 49%
through social media, and rest 1% through other means.
5. when asked about which platfroms they enagage with kia
motors anand on, 72.4% responded with official website, 60%
through facebook, 60% through Instagram, 25.7% through
linkedin, and 29.5% through youtube
6. 57% people engage with kia motors website on a montly basis,
15% weekly, 2% daily, 21% rarely and 5% never
visit their website
7. The majority of users gave Ease of Navigation a rating of four
or five, according to the statistics. Content Relevance had a
mixed evaluation, ranging between a 3 and a 4. A significant
 number of users give Visual Appeal and Speed and
Performance favorable ratings of 4 or 5.
8. 70.5% of people primarily use the vehicle information feature
on website, 50.5 % use booking test drives feature, 55.2% use
website for service appointments most, 47.6% use for contact
information, whereas 42.9% use for promotional offers.
9. According to the data, the majority of users give Relevance to
Interests a high rating of four or five. Though there is
significant variety, visual appeal and post frequency are also
rated well. The rating for engagement opportunities is average;
more interactive or captivating content may be produced.
10. 86.8% people have contacted kia motors through their social
media out of which 87.7% had their query solved satisafactorily
whereas 12.3% did not get their queries solved
11. on a scale of 1 to 5, 4.7% were not at all satisfied with their
online presence, whereas 2.8% find it less satisfied, 12.3% say
satisfaction is neutral, whereas 27.4% and 52.8% find it
satisfied and extremely satisfied.
12. 95% people said they would recommend kia motors website to
others, whereas 5% refused to recommend
 PHASE-3 IMPLEMENTATION PHASE

1. Identifying Alternative Courses of Action

a. Enhance Social Media Engagement:

 Introduce interactive and captivating content, such as polls, quizzes, and live
sessions.

 Collaborate with influencers to increase brand visibility among younger

demographics.

b. Strengthen Customer Support:

 Train customer support teams to handle social media queries more efficiently.

 Introduce AI-driven chatbots for 24/7 assistance on the website and social
platforms.

c. Expand Marketing Efforts:

 Launch targeted ad campaigns on platforms like Instagram and YouTube, as
these are popular among users.

 Leverage email marketing to engage professionals and older demographics.

d. Boost Test Drive and Follow-Up Services:

 Introduce an automated follow-up system for test drives and service bookings.

 Provide incentives, such as discounts, for completing test drive feedback

forms.

2. Determining the Solution to Be Proposed

Establish website traffic metrics KPIs such as total visitors, unique visitors,
user engagement metrics to strengthen the online presence of the firm.

Regularly monitor these KPIs to know the performance of the website.

 3. Methodology Adopted for Solution Implementation
1. Establish goals :
• Match KPIs to objectives such as improved lead generation, visibility, and
engagement.
2. Determine Important Metrics
• Bounce Rate, Average Session Length, Pages Per Session, Conversion Rate,
Referral Traffic, Total Visitors, and Unique Visitors.
3. Set Up Tools: For tracking, make use of Google Analytics, Search Console,
and heatmap tools.
• Update the webpage with tracking codes.
4. Data Monitoring: Using dashboards and reports, track KPIs on a regular
basis.
Examine audience behavior, engagement patterns, and traffic sources.
5. Examine insights to find patterns and areas that need work (e.g., enhancing
conversions, lowering bounce rates).

4. Project Outputs / Key Deliverables

WEBSITE TRAFFIC METRICS:

TOTAL VISITS:
The total number of visits was 535 for the last 3 months of October, November and
December, which dropped by 0.85% in last month

UNIQUE VISITORS:
The number of unique visitors was a total of 88 for three months of October,
November and December.

TRAFFIC SOURCES:
The total search visits stood at 299, which is 75.69% out of all total traffic.
The total referral visits remain at 22, which is 5.68% of total traffic.

The monthly visits are 268.

USER ENGAGEMENT METRICS

 BOUNCE RATE:
47.86% of visitors are leaving the site without interacting.
 Pages Per Session:
1.87 average number of pages users view per visit.
 Average Session Duration:
Time users spend on the website is 0.52 seconds.

5. Tangible and Intangible Benefits Delivered to the

Organization

Tangible Benefits:

 Increased website traffic and lower bounce rates.

 Improved customer satisfaction scores and Net Promoter

Scores (NPS).

 Growth in test drive and service bookings.

Intangible Benefits:

 Strengthened brand image and loyalty among customers.

 Enhanced trust and credibility through responsive

customer support.
 Greater alignment with customer expectations and market
trends.

 A competitive edge in the automotive industry through

innovative solutions.

6. Future Recommendations

1. Regularly Update the Website: Continuously optimize

the website based on user feedback and analytics.

2. Maintain Social Media Activity: Ensure consistent and

diverse content updates across platforms.

3. Leverage Data Analytics: Use advanced analytics tools to

gain deeper insights into user behavior and preferences.

4. Expand Customer Feedback Mechanisms: Encourage

customers to provide feedback at multiple touchpoints to
identify new areas for improvement.

5. Focus on Emerging Technologies: Explore emerging

technologies like augmented reality (AR) for virtual
showrooms and test drives to enhance user experience.

SKILLS ENHANCED AND LEARNINGS GAINED

Skills Enhanced

Enhanced project management, automation, and data analysis

skills.
Improved cooperation, communication, decision-making, and
problem-solving skills.

Stronger understanding of user-focused design and project-

specific technologies.

Learnings Gained

Realized the value of stakeholder participation, planning, and

prioritizing.

Improved time management and quality assurance

procedures.
a focus on lifelong learning in order to grow and adapt.

References

https://www.grandviewresearch.com/industry-analysis/india-
automotive-market

https://heavyindustries.gov.in/automotive

https://heavyindustries.gov.in/sites/default/files/2023-09/
National%20Automotive%20Policy%20Draft%20v2.pdf

https://www.siam.in/statistics.aspx?mpgid=8&pgidtrail=9
https://www.statista.com/topics/3771/automotive-industry-in-
india/

https://www.wrightresearch.in/encyclopedia/chapter-report/
chapter-1-indian-automotive-sector-overview/

https://en.wikipedia.org/wiki/Automotive_industry_in_India

ANNEXURE

1. AGE
A. 18-24
B. 25-34
C. 35-44
D. 45-54
E. ABOVE 55
2. GENDER
A. MALE
B. FEMALE
3. OCCUPATION
A. STUDENT
B. WORKING PROFESSIONAL
C. BUSINESS OWNER
D. RETIRED
E. OTHER
4. HOW OFTEN DO YOU USE THE INTERNET?
A. DAILY
 B. WEEKLY
C. OCCASIONALLY
D. RARELY
5. HOW DID YOU FIRST LEARN ABOUT KIA
MOTORS ANAND’S ONLINE PRESENCE?
A. SEARCH ENGINE (E.G., GOOGLE)
B. SOCIAL MEDIA
C. ADVERTISEMENT
D. WORD OF MOUTH
E. OTHER
6. Which platforms do you engage with Kia Motors
Anand on? (Select all that apply):
A. OFFICIAL WEBSITE
B. FACEBOOK
C. INSTAGRAM
D. LINKEDIN
E. YOUTUBE
7. How often do you visit Kia Motors Anand's
website?
A. DAILY
B. WEEKLY
C. MONTHLY
D. RARELY
E. NEVER
8. Rate your experience with the following aspects of
the website (1 = Very Poor, 5 = Excellent):
A. EASE OF NAVIGATION
B. CONTENT RELEVANCE
C. VISUAL APPEAL
D. SPEED AND PERFORMANCE
9. What features do you primarily use on the
website? (Select all that apply):
A. VEHICLE INFORMATION
B. BOOKING TEST DRIVES
C. SERVICE APPOINTMENTS
D. CONTACT INFORMATION
E. PROMOTIONAL OFFERS
10. What improvements would you like to see on
the website?
11. How often do you interact with Kia Motors
Anand’s social media platforms?
A. DAILY
B. WEEKLY
C. MONTHLY
D. RARELY
E. NEVER
12. What type of content do you enjoy most on
social media?
A. NEW VEHICLE LAUNCHES
 B. PROMOTIONAL OFFERS
C. BEHIND THE SCENES CONTENT
D. CUSTOMER STORIES
13. Rate Kia Motors Anand’s social media
content in the following areas (1 = Very Poor, 5 =
Excellent):
A. RELEVANCE TO YOUR INTERESTS
B. VISUAL APPEAL
C. FREQUENCY OF POSTS
D. ENGAGEMENT OPPORTUNITIES
14. Have you ever contacted Kia Motors Anand
through social media?
A. YES
B. NO
IF YES, WAS YOUR QUERY RESOLVED
SATISFACTORILY?
A. YES
B. B. NO
15. On a scale of 1 to 5, how satisfied are you with
Kia Motors Anand’s overall online presence?
SCALE 1: NOT SATISFIED
SCALE 5: VERY SATISFIED
16. What is one thing Kia Motors Anand can do to
improve its online presence?
17. Would you recommend Kia Motors Anand’s
digital platforms to others?
A. YES
B. NO