A STUDY OF MARKETING MIX OF MARUTI SUZUKI

Submitted in Partial fulfilment for the Award of the Degree Of Bachelor in Business Administration 2009-2012

Under the Guidance of: Sanampreet Sharma Lecturer (MAIMS)

Submitted by : Manish Shandilya BBA 3rd B (2S) 13361101709

Maharaja Agrasen Institute Of Management Studies Affiliated to Guru Gobind Singh Indraprastha University PSP Area, Plot No. 1, Sector 22, Rohini 110086
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Students Declaration

This is to certify that I have completed this Project titled

Marketing Mix of

Maruti Suzuki under the guidance of Sanampreet Sharma in partial fulfilment of the requirement for the award of degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work and I have not submitted it earlier elsewhere.

Date: Place: Delhi

Signature: Name: Manish Shandilya University Roll No. : 13361101709

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Certificate from Institute Guide

This is to certify that summer project titled academic work done by

Marketing Mix of Maruti Suzuki is an

Manish Shandilya submitted in the partial fulfilment of the

requirement for the award of the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies , Delhi, under my guidance and direction. To the best of my knowledge and belief the data and information presented by him in the Project has not been submitted earlier.

Signature :

Name of Faculty: Sanampreet Sharma

Designation: Lecturer

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ACKNOWLEDGEMENT

I owe my sincere thanks and gratitude to Mrs.Sanampreet Sharma ( Project guide) who inspired me by her able guidance and was a constant guiding light during the course of project study.The support and knowledge provided by her has been a great value addition for me and will go a long way in building a promising career. First of all I would like to thankMr.N.K.Kakkar ( Hon.Director General , MAIMS ) who gave me this golden opportunity to learn something new about project writing. I would also like to thank Miss SmitaTejwani {course coordinator , BBA 3rd b (2s) } who cooperated with me and gave me valuable suggestions during the entire project. Last but not the least I would like to thank my friends and family members who supported me and gave me valueable suggestions in this project.

Manish Shandilya BBA 3rd B (2S) Roll no. :- 9348 Enrollment No.:- 13361101709

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4 Organisation Structure 1.3.3.3.4.1 2.5 Awards 1.2 History 1.1 Capital Structure 1.2 Balance Sheet 1.5.5 Appraisal and Reward 1.2 Production process 1.4.1 Stock exchange 1.5 Financial Structure 1.6 International Business 1.3 Company Profile 1.1 Organisation structure 1.4.3 Recruitment and Selection 1.5.3.1 Introduction 1.3.2 Meaning of Research Objectives Research 5 Page no.4.3 Board of Directors 1.4. 8 10 11 11 13 14 17 21 22 23 25 26 27 29 30 31 33 33 .4 Training and Devlopment 1.5.4 Milestones 1.4.INDEX Student Declaration Certificate from the Guide Acknowledgement Table of Content Chapter 1 About the Company 1.2 Vision Mission and Core values 1.3 Profit and loss A/c Chapter 2 Research Methodology 2.

4 3.9 Meaning Brand Products Price Place Promotion Market Segmentation Market Positioning Other Strategies 37 37 38 56 57 57 58 59 59 73 84 86 88 Chapter 4 Findings and analysis Chapter 5 Conclusion Chapter 6 Recommendations Bibliography 6 .8 3.6 Significance of Research Research Methodology Data Collection Source Limitations 33 34 34 35 Chapter 3 Marketing Mix 3.5 3.1 3.7 3.3 3.2 3.6 3.3 2.5 2.4 2.2.

Chapter: .1 ABOUT THE COMPANY 7 .

Of India has no longer stake in Maruti Udyog. Maruti Suzuki are sold in India and various several other countries depending upon export orders. Until recently 18. though the actual production was started in 1983 with the Maruti 800 based on the Suzuki Alto Kei Car which at that time was the only modern car available in India.1.000 units per year and a Diesel Engine plant with an annual capacity 8 . Hindu’s lord Hanuman is known as “Maruti” was associated with Maruti 800 model. Currently Maruti Suzuki Alto tops the sales chart and Maruti Suzuki Swift is the largest selling car in A2 segment. Maruti 800 till 2004 was the India’s largest selling compact car ever since it was launched in 1983. Manufacturing Facilities Its manufacturing facilities are located at two facilities. “Gurgoan” and “Manesar” south of Delhi. Its only competitor was Hindustan Motor’s Ambassador and the Premier Padmini were both around 25 years out of date at that point. With this govt.2% by the Suzuki of Japan.50. Till recently the term “ Maruti” in popular Indian culture in India. held an initial public offering of 25% of the company in June 2003. Maruti Udyog Limited (MUL) was established in February 1981. The Manesar facility launched in February 2007 comprises a vehicle assembly plant with a capacity of 1.Through 2004 .00. The Indian Govt. Maruti Suzuki’s Gurgoan facility has an installed capacity of 3.000 units per annum. The company anually exports more than 50.000 cars and has an extremely large domestic market in India selling over 7. Models similar to Maruti Suzuki ( but not manufactured by Maruti udyog) are sold by Suzuki Motors corporation and manufactured in Pakistan and other south Asian countries. As of 10 May 2007 government of India sold its complete share to Indian financial Institution.000 cars anually. Maruti Suzuki had produced over 5 Million vehicles.Due to large number of Maruti 800’s sold in the Indian market the term “Maruti” is commonly used to refer to this compact car model.1 Introduction Maruti Suzuki is India’s number one leading automobile manufacturer and the market leader in the car segment both in terms of volume of vehicle and revenue earned. More than a Million unit of this car have been sold worldwide so far.28% of the company was owned by the Indian government and 54.30.

Swift. Alto. Maruti 800. Eeco. During 2007-08 Maruti Suzuki sold 7. Omni . The company is a subsidiary of Suzuki Motors Corporation of Japan which owns 54. Zen Estilo. Ritz. Swift Dzire. Eecoetc are manufactured at Gurgoan Plant.842 cars of which 53.000 units annually. Gypsy and Grand Vitara. Manesar and Gurgoan facility have a combined capacity to produce over 7.2 percent of Maruti Suzuki. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J.64.2 History 9 . Swift.More than a half of the cars sold in India are Maruti Suzuki cars. Zen Estilo. Ritz. Over Six Million Maruti Suzuki cars on Indian roads since the first car was rolled out on 14 December 1983. A Star. Omni.of 1. SX4.Out of these models Grand Vitara is imported from Japan a completely built unit (CBU). Swift Dzire .000 people are employed directly by the Maruti Suzuki and its Partner.00. Alto.It was listed on the Bombay ( now Mumbai) stock exchange in India.00.D.024 are exported in all. Wagon R. A Star and SX4 are manufactured in Manesar and the remaining models such as Maruti 800.000 engines and transimission. Human Resources Nearly 75. 1. Wagon R. Power Asia Pacific. Products Offered Maruti Suzuki offers 15 models and they are. The rest is owned by the Public and Finance Institution.

Unfortunately Maruti started to fly only after the death of Sanjay Gandhi. The collaboration heralded a resolution in the Indian car industry by the production of “Maruti 800”. and funds. Sanjay Gandhi was awarded the exclusive contract and licence to design.This exclusive right of production generated some criticism in certain quaters. tax breaks . It created record by taking 13 months to go from design to rolling out car from a production line. which was directly targeted at Indira Gandhi . cost – effective . By the year 1994 the company had sold upto 1. It reaches the 2 million mark in October 1997. Political advisor and younger son to then Prime minister of India.Around 1970. In the early days under the powerful patronage of Sanjay Gandhi.000 cars for the decade ending 1983. Maruti entered into collaboration with Suzuki Motors . low maintenance compact car for the Indian middle class.000 to 40. the company was provided with free land . By March 1994. The name of the car was choosen as “Maruti”. mostly by selling its cheif product the “Maruti 800”. when Suzuki joined the Govt. Indira Gandhi’s cabinet passed a uninamous resolution for the devlopment and production of “people’s car”. The Company entered into 10 . Sanjay Gandhi’s company was christened Maruti Limited. the Premium Padmini which was slowly gaining a part of the market share dominated by the Ambassador. The car went into sale on December 14. Indira Gandhi decided that the project should not be allowed to die. Maruti Udyog Limited (MUL) was established in February 1981 through an act of parliament. For the next ten years the Indian car market had stagnated at a volume of of 30. is the premium car company in India. after the name of a hindu deity named Marut. Over the next few years the company was sidelined due to the Bangladesh Liberation war and the emergency. Till the end of 1970’s the company had not started the production and a prototype test model was met with criticism and skepticism.1983. Maruti Udyog Ltd. Indira Gandhi . After the death of Sanjay Gandhi.The company went into liquidation in 1977.820 cars. Of India as a joint venture parteners with 50% share. At that time Hindustan Motor’s Ambassador was the cheif car and the company had came out with a new enterant . Sanjay Gandhi. and rolled out its 4th million vehicle an ALTO (LX) on April 19. becoming the first Indian company to cross this milestone. it produced one million vehicle .96. 2003. devlop and manufacture the “People’s car. The media perceived it to be another area of growing corruption. envisioned the manufacture of an indigenous .

After this death . cost effective. 1.3. The collaboration heralded a resolution in the Indian car industry by producing Maruti 800. Mission and Core values of Maruti Suzuki 11 . It has completely revolutionised the Indian car market and has brought out numerous model to cater to every section of society. Sanjay Gandhi. envisioned the manufacture of an indigenous. Indira Gandhi.The main objectives behind formation of Maruti Udyog Limited was to meet the growing demand of a personal mode of transport caused by the lack of an efficient Public Transport System. low maintenance compact car for the Indian middle class.3 Company’s Profile Around 1970.1 Stock Exchange on which company is listed Maruti Suzuki is listed on Bombay stock exchange now Mumbai. Sanjay Gandhi’s company was christened Maruti Limited. Indira Gandhi’s cabinet passed an uninamous resolution for the development and production of “Peoples car”. 1. These ranges from Economy cars to Luxury cars to Super SUV’s. Today Maruti Udyog Limited is garneshing share of automobile market in India. Indira Gandhi decided that the project should not be allowed to die.3. political advisor and younger son to the then Prime minister of India. 1. after a hindu deity named Marut. Unfortunately Sanjay Gandhi died without fulfilling his dream. The name of the car was was chosen as Maruti. It is also listed on NYSE ( New York Stock Exchange) as well as stock exchange of Japan.2 Vision. Maruti entered into collaboration with the Suzuki Motors of Japan. The car went into sale on 14 December 1983.collaboration with Suzuki Motors of Japan to manufacture cars. And from 1980’s to till day today Maruti’s have dominated the Indian Automobile industry as well as automobile market.

and motivating. Core Values :12 . he can change the future of any company hence goes company’s brand line : COUNT ON US! Mission:Mission is the statement of any organisation’s purpose .effective. Modernisation of Indian Automobile Industry. realistic. shareholder’s wealth two is the prime concern for running business smoothly. The main Objectives / Mission of Maruti Udyog Limited are:1. Missions are described over Visions and Visions demand certain objectives. value chain. after sales service and customer are best and beyond expectations. 5. 4. The only way of Nora’s dilemma of selecting principles for the company’s working vision was to maximize profit and sales and hence Maruti Udyog Limited (MUL) declared its vision as:“The leader in the Indian Automobile Industry. As the Maruti Udyog Limited (MUL) is started by governmental initiatives it tends to be more consumer oriented and hence cost. but the need of maximum profit.efficient vehicles to conserve scarce resources. 3. what is want to accomplish in the larger environment and its goal which are specific . Maruti Udyog Limited (MUL) knows this and understands “Customer Is King” . Parter relation management. 2. Production of fuel. Production of large number of motor vehicles which are necessary for the Economic Growth. Developing cars faster and selling for less. Market developments. 6. value delivery networks.Vision:Vision of any company is those values on which company works. creating Customer Delight one and shareholder’s wealth two eventually become pride of India. Market penetration. similar product development and diversification. Customer Delight One is making sure that Performance. but on the other hand Suzuki’s participation ensures not only need of profit.

Maninder Singh Banga Mr.S. Bhargava Mr.C. Keiichi Asai Mr.D) and Chief Executive Officer (C. R.PallaviShroff Mr.3 Company Board Of Directors Mr.ShujiOishi Ms.Shinzo Nakanishi Managing Director (M. Customer Obsession     Fast.AmalGanguli Mr.O) Mr. Flexible and First Mover Innovation and Creativity Networking and Partnership Openness and Learning 1. Tsuneo Ohashi Chairman Director Director Director Director Director Director Director Director Director and Management Executive Officer 13 . Kenichi Ayukawa Mr.D.3.Brar Mr. Osamu Suzuki Mr.E.

a new variant Baleno LXi. All other variants upgraded Maruti Insurance.8% New (non A/C) variant of Alto Alto becomes India's new best-selling car LPG variant of 'Omni Cargo' Versa 5-seater. with electronic power steering Special edition of Maruti 800.1. 2005 Growth in overall sales by 15. a new variant Maruti closed the financial year 2003-04 with an annual sale of 472122 units. Listed on BSE and NSE after a public issue oversubscribed 10 times 2002    WagonR Pride Esteem Diesel.4 MILESTONES 2005   2004       The fiftieth lakh car rolls out in April.3. the highest ever since the company began operations 20 years ago 2003      New Suzuki Grand Vitara XL-7 Redesigned and all-new Zen New upgraded WagonR Enters into partnership with State Bank of India Production of 4 millionth vehicles. Two new subsidiaries started: Maruti Insurance Distributor Services and Maruti Insurance Brokers Limited      Alto Spin LXi. India’s first colour-coordinated car Maruti True value in Mumbai Maruti Finance in Mumbai with 10 finance companies Suzuki Motor Corporation (SMC) increases its stake in Maruti to 14 .

hatchback car) Zen LX (993cc. India’s first luxury MPV Alto Spin LXi. 3 Box Car) Wagon R Launch of Maruti . hatchback car with power steering) Omni XL ( 796cc. hatchback car) Zen VXi (993cc.54. Bangalore and Chennai  2000     Launch of versa First car company in India to launch a Call Center New Alto Altura.Suzuki innovative traffic beat in Delhi and Chennai as social initiatives 1998    Maruti launches website as part of CRM initiatives Zen D (1527 cc diesel. with electronic power steering Alto VXi Customer information centers launched in Hyderabad. a luxury estate car IDTR (Institute of Driving Training and Research) launched jointly with the Delhi government to promote safe driving habits 1999        Maruti 800 EX ( 796cc. hatchback car) Zen VX & Zen VX Automatic 15 . high roof) Baleno (1600cc. MUV.2 percent 2001       Zen LXi Maruti True Value launched in Bangalore and Delhi Maruti Versa.

3 box car) LX. 3 box). installed capacity reached 200. 4WD 8 seater) Omni (E) (796cc.3L (1298 cc. 3 box car)LX Produced the 1 millionth vehicle since the commencement of production 1993  Zen (993cc.hatchback Car) Standard and Deluxe Produced the 2 millionth vehicle since the commencement of production 1996       Gypsy (E) (970cc.3L (1298cc. India’s first contemporary sedan Installed capacity increased to 100.3L (1298 cc. 3 box car)VX With the launch of second plant.  1997    New (Omni & Omni E) (796cc. MUV. MUV) Launch of website as part of CRM initiatives 1998 Esteem (1299cc. 4WD. off road vehicle) Zen Automatic (993cc. hatchback car) Esteem 1. VX and AX New Maruti 800 (796cc. 8 seater) Gypsy King (1298cc. 3 box Car)AX Launch of 24-hour emergency on-road vehicle service Esteem 1.000 units 1995   1994   Esteem1. which was later exported in Europe and elsewhere as the Alto 1992 1991   SMC increases its stake in Maruti to 50 percent Reaches cumulative indigenisation of 65 percent for all vehicles produced 1990 1988   Maruti 1000(970cc. hatchback Car).000 units 16 .

5 AWARDS 2005 Number one in JD Power SSI for the second consecutive year Number one in JD Power CSI for the sixth time in a row . Esteem number one in its segment for 17 .3. and SMC of Japan 1985 1984    1983   1982  1. 4WD off-road vehicle) Omni.1987 1986    Exported first lot of 500 cars to Hungary Maruti 800 ( New Model-796cc.000 vehicles (cumulative production) Launch of Maruti Gypsy (970cc.the only car to win it so many times M800. a 796 cc hatchback. Production was started under JVA License and JV agreement signed between Maruti Udyog Ltd. WagonR and Swift topped their segments in the TNS Total Customer Satisfaction Study Leadership in the JD Power Initial Quality Study . India’s first affordable car. hatchback Car) Produced 100. a 796cc MUV Installed capacity reached 40.000 units Maruti 800.Alto number one in its segment for the 2nd time in a row.

the 3rd year in a row. 1 in Product Appeal (Esteem and Wagon R) No. No.Sep '04 2004 Maruti Suzuki was No. Zen and Alto) Business World ranked us among the country's five most respected companies Business World ranked us the country's most respected automobile company Voted Manufacturer of the year by CNBC 18 . 1 in Sales Satisfaction No. 1 in Total Customer Satisfaction (Maruti 800. Swift number one in the premium compact segment WagonR and Esteem top their segments in the JD Power APEAL study TNS ranks Maruti 4th in the Corporate Reputation Strength (CSR) study (#1 in Auto sector)-Feb 05 Maruti bagged the "Manufacturer of the year" award from AutocarCNBC ( 2nd time in a row)-Feb 05 First Indian car manufacturer to reach 5 million vehicles sales Business World ranks Maruti among top five most respected companies in India-Oct 04 Maruti ranked among top ten (Rank7) greenest companies in India by Business Today . 1 in Customer atisfaction.1 in Product Quality (Esteem and Alto) and No.

Central Board of Excise & Customs awards Maruti with "SammanPatra".Voted one of India's Greenest Companies by Business Today-AC Nielson ORG-MARG 2003 Maruti 800. for contribution to exchequer and being an ideal tax assessee 19 . unique achievement by market leader anywhere in the world 1999 MSM launched as model workshop in India. MUL tops in J D Power CSI (2001) for 4th time in a row 2001 MUL tops in J D Power CSI (2001) for 2nd time in a row: another international first 2000 Maruti bags JD Power CSI .1st rank. achieves highest CSI rating. Zen and Esteem Maruti 800 and Wagonr top in NFO Total Customer Satisfaction Study 2003. Maruti Zen and Maruti Esteem make it to the top 10 automotive brands in "Most Trusted Brand survey 2003" J D Power ranked 3 models of Maruti on top: Wagonr.

The Organisation Structure of Maruti Udyog Limited is follows:- 20 .4 ORGANISATION STRUCTURE Maruti Udyog Limited has a flat organisation structure with a maximum of three levels. 1.1998 CII's Business Excellence Award 1996 Maruti wins INSSAN award for "Excellence in Suggestion Scheme" Awarded the Star Trading House status by Ministry of Commerce 1994-95 Engineering Exports Promotion Council's award for export performance 1994 Best Canteen award among Haryana Industries as part of employee welfare 1992-93 Engineering Exports Promotion Council's award for export performance.

Executives Sr. Executives Jr. Executives Jr. Executives Sr. Executives Jr.MANAGING DIRECTOR Manufacturing Director Financial Controller General Manager DGMs/AGMs DGMs/AGMs DGMs /AGMs Managers / AM Managers /AM Managers / AM Engineers and Sr. Executives 21 .

4.2 THE PRODUCTION PROCESS AT MARUTI STEEL COILS BLANKING PRESSING WELDING PAINTING FROM VENDOR VENDORS ASSEMBLY VEHICLE INSPECTION TEST RUN SUPPLY & DISPATCH FROM VENDOR VENDORS FROM VENDOR S VENDOR S 22 .1.

It helps to determine whether it is worthwhile for a candidate to fill up the application form. skills. Process of identifying and hiring best qualified candidate for a job vacancy in a most timely and cost effective manner.1. It is negative in nature in the Indian context but positive in U.S context. the necessary information is also elicited from the candidate about their education.3 Recruitment and Selection Process Of Maruti Suzuki Meaning of recruitment It is a process of searching the potential candidate and offers him or her the job. It is a series of successive hurdles or barriers which an applicant must have to cross. B) Application Form :. salary expected and the like .4. It should provide all the information 23 . Meaning of Selection It is the process of searching the potential candidate.Initial screening is done to weed out totally undesirable or unqualified candidate at the outset. experience. Steps involved in the Selection Process Selection process consists a series of steps and at each stage facts may come into light that may lead to rejection of the application of the applicants. It is positive in nature in the Indian context.Application form is a traditional and widely used device for collecting information about the candidate. It is essentially a sorting process in which prospective candidate are given necessary information about the nature of the job and the organisation at the same time. A) Preliminary Interview (Screening Applications) :.

relevant to selection, where refeErence for caste, religion, birth place, may be avoided as it may be regarded an evidence of description.

C) Selection Test :-

Psychological test are being increasingly used in employee

selection where a test may evolve some aspects of an individual’s attitude , behaviour and performance. Tests are useful when the number of applicants is large as at the best it reveals that the candidate who scores above the predetermined cutoff points are likely to be more successful than those scoring below the cut off points.

D) Employee Interview:- Interview is an essential element of selection and no selection procedure is complete without one or more personal interview, where the information collected through application letter or application forms and test can be crossed checked in the interview.

E) Medical Examination :- Applicants who have crossed the above stage are sent for the physical medical examination either to the company’s physician or to a medical officer approved for the purpose . Such examination serves the following purpose :-

1) It determines whether the candidate is physically fit to perform the job where those who are physically unfit are rejected. 2) It prevents the employement of people suffering from contagious diseases. 3) It identifies candidate who are are otherwise suitable but requires specific job due to physical handicaps and allergies.

F) Reference Checks :- The applicants are asked to mention in his application form, the names and address of two or more persons who knows him very well. These may be their previous employer , heads of educational institution or public figures. These people are requested to give their opinion about the candidate without incurring any liabilities.

G) Final Approval :-In most of the Organisations, selection process is carried out by the Human resource department, where the decision of the departments are
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recommendatory. The candidate shortlisted by the department are finally approved by the executive of the concerned department or the unit.

H) Employment :- Employment is offered in the form of an appointment letter mentioning the post, the rank, the salary, grade, the date by which the candidate should join and other terms and condition in briefs.

I) Induction :-The process of receiving employee when they begin work introducing thm to the company and to their colleagues and informing them of the activities, customes and traditions of the company is called “ induction”.

J) Follow ups :- All selection should be validated by follow ups, it is a stage where employee is asked how he or she feels about progress to the date and the worker’s immediate supervisor is asked for comments which is compared with the notes taken at the time of selection.

1.4.4 Training and Devlopment Programs of Maruti Suzuki

TRAINING & DEVELOPMENT       Annual Training Plan - All Levels Training customised to meet Organisational Objectives Topics selected based on Vision, Values & Departmental Managers Competency Mapping to identify Individual Training Needs Technical Training on latest Technologies abroad at SMC, Japan STRONG FOCUS ON TRAINING INITIATIVES Build a Learning Organisation Continuous Value Additions to Professional Skills Customised Training Training to the personnel of Business Partners Feedback of Company-wide

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Overseas training
Training held in co-ordination with SMC, Japan and AOTS (Assoc. for Overseas Tech. Scholarship)(covered 1600 employees under the various schemes)      6 months SMC Training for Technicians - OJT in SMC, Japan (2 batches/yr of 50 each) 9 months Javada Training for Press, Tool & Die Specialists - Design & Maintenance AOTS Managerial Training (4-10weeks) for Manager & above - Managerial Best Practices AOTS Technical Training (3.5 to 6 months) for Supervisors & above - Technological Knowhow R & D Training (2 yrs.) - Research on new Technologies

1.4.5 APPRAISAL & REWARD

Appraisal
   New Appraisal System based on KRAs & Targets Review of Targets at regular Intervals People Development an important KRA

Reward
    Promotions based on Performance Productivity & Profit-linked Incentive Schemes Training including Long-term SMC Japan Trg. Highest paid workforce in the Industry, if not the Country

LEADERSHIP
   Vision, Value & Team Building Workshops for Top Management CFT (Cross Functional Teams) of Managers for Major Thrust Areas Managers sent to Joint Ventures to upgrade their practices to MUL standards

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1.4.6 INTERNATIONAL BUSINESS

In August, 2003 Maruti crossed a milestone of exporting 300,000 vehicles since its first export in 1986. Europe is the largest destination of Maruti’s exports and coincidentally after the first commercial shipment of 480 units to Hungary in 1987, the 300,00 mark was crossed by the shipment of 571 units to the same country. The top ten destinations of the cumulative exports have been Netherlands, Italy, Germany, Chile, U.K., Hungary, Nepal, Greece, France and Poland in that order. The Alto, which meets the Euro-3 norms, has been very popular in Europe where a landmark 200,000 vehicle were exported till March 2003. Even in the highly developed and competitive markets of Netherlands, UK, Germany, France and Italy Maruti vehicles have made a mark. Though the main market for the Maruti vehicles is Europe, where it is selling over 70% of its exported quantity, it is exporting in over 70 countries. Maruti has entered some unconventional markets like Angola, Benin, Djibouti, Ethiopia, Morocco, Uganda, Chile, Costa Rica and El Salvador. The Middle-East region has also opened up and is showing good potential for growth. Some markets in this region where Maruti is, are Saudi Arabia, Kuwait, Bahrain, Qatar and UAE. The markets outside of Europe that have large quantities, in the current year, are Algeria, Saudi Arabia, Srilanka and Bangladesh. Maruti exported more than 51,000 vehicles in 200809 which was 59% higher than last year. In the financial year 2008-09 Maruti exports contributed to more than 10% of total Maruti sales.

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1 Graph showing the Continent wise export of Maruti Udyog Limited Since Inception.com) 28 . Description :Asia Africa America Europe Oceania 12% 7% 9% 70% 2% Refrence :.Continent wise export of Maruti Udyog Limited Since inception Sales Asia Africa America Europe Oceania Graph 1.marutisuzuki.Official website of Maruti Suzuki (www.

46 144.29 132.1 Capital structure The capital structure of Maruti Udyog limited are as follows :Paid Up Face Value 5 5 5 5 5 5 5 5 100 100 100 100 From Year 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 1993 To Year 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001 2000 1999 Class Of Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Equity Share Authorized Capital 372.marutisuzuki.00 155.46 144.Official website of Maruti Suzuki ( www.1.29 Paid Up Shares (Nos) 288910060 288910060 288910060 288910060 288910060 288910060 288910060 288910060 13229162 13229162 13229162 13229162 Paid Up Capital 144.29 132.00 372.29 Table 1.46 144.46 144.5.00 135.46 144.00 135.46 144.46 144.5 Financial Structure of Maruti Suzuki 1.46 144.00 Issued Capital 144.29 132.00 155.00 155.46 132.00 372.46 144.46 144.29 132.46 144.00 372.46 144.00 135.46 144.46 132.1 Showing the capital Structure of Maruti Suzuki From 2006 to 2010 Refrence :.29 132.29 132.00 155.46 144.com) 29 .00 135.

80 30 .856.088.70 5.70 387.656. loans & advances Less : current liabilities & provisions 3.70 2.10 2.40 3.570.00 2.190.80 4.70 238.50 5.30 5.954.50 736.10 698.695.487.382.40 144.10 Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 12.50 6.176.50 567.30 144.40 144.60 8.60 63.60 3.50 8.406.200.90 3.2 BALANCE SHEET OF MARUTI UDYOG LIMITED For the financial year 2006-10 Balance sheet Mar ' 10 Sources of funds (in lakhs) Owner's fund Equity share capital Share application money Preference share capital Reserves & surplus Loan funds ( in lakhs) Secured loans Unsecured loans Total Uses of funds (in lakhs) Fixed assets Gross block Less : revaluation reserve Less : accumulated depreciation Net block Capital work-in-progress Investments Net current assets (in lakhs) Current assets.60 4.956.043.409.180.524.10 9.00 5.70 6.70 5.051.30 7.30 3.20 26.50 794.308.30 7.20 4.30 3.285.20 92.870.659.50 10.60 7.270.40 5.60 144.90 144.80 3.720.10 900.10 3.80 10.00 2.484.00 3.709.649.259.296.690.80 0.50 11.60 3.00 3.80 3.070.5.70 71.50 3.315.788.988.40 1.1.024.631.50 9.173.184.779.146.80 861.90 0.

40 18.60 1.10 270.5.169.10 215.70 20.10 9.729.656.60 219.10 3.40 102.524.484.094.685.043.317.10 Table :.901.80 3.80 14.marutisuzuki.10 67.176.1.2 showing Balance Sheet of Maruti Suzuki for the year 2006 to 2010 Refrence :.315.40 12.80 1.com) 1.20 2889.90 5.90 Mar 09 Mar 08 Mar 07 Mar 06 31 .938.10 3.30 12.70 2889.50 2.10 5.70 1.734.289.60 2889.657.20 2889.162.3 PROFIT AND LOSS ACCOUNT The Profit and Loss account of Maruti Suzuki for the year 2006 to 2010 is as follows :Profit loss account Mar 10 Income Operating income 29.398.20 108.10 289.60 - Mar ' 09 Mar ' 08 Mar ' 07 Mar ' 06 1.Official wesite of Maruti Suzuki (www.70 1.40 2.Mar ' 10 Total net current assets Miscellaneous expenses not written Total Notes: Book value of unquoted investments Market value of quoted investments Contingent liabilities Number of equity sharesoutstanding (Lacs) 11.040.10 2.197.70 2889.806.90 7.50 10.066.

30 1.60 228.331.40 1.579.50 1.90 101.30 670.70 545.40 705.244.com) 32 .90 274.20 389.40 499.60 2.561.30 3.80 5.80 489.60 471.267.497.70 1.40 560.622.60 51.00 547.189.40 285.497.00 170.70 9.60 271.70 356.1.50 2.70 2.70 33.947.551.70 5.20 Earnigs before appropriation 10.10 5.866.00 11.299.379.10 1.80 13.10 2.903.565.20 763.50 456.30 -23.80 288.80 101.00 706.451.20 4.10 738.007.marutisuzuki.Mar 10 Expenses Material consumed Manufacturing expenses Personnel expenses Selling expenses Adminstrative expenses Expenses capitalised Cost of sales Operating profit Other recurring income Adjusted PBDIT Financial expenses Depreciation Other write offs Adjusted PBT Tax charges Adjusted PAT Non recurring items Reported net profit Equity dividend Preference dividend Dividend tax Retained earnings Mar 09 Mar 08 Mar 07 Mar 06 22.20 1.30 2.40 Other non cash adjustments 51.693.10 173.70 8.795.20 1.063.70 1.435.40 4.60 1.70 15.30 -19.30 28.10 7.094.737.00 21.80 18.60 1.368.80 2.00 33.90 Table :.60 568.40 16.126.10 3.30 1.825.40 7.223.730.402.10 59.20 326.256.80 8.20 -22.90 1.198.50 12.90 2.515.70 1.20 560.00 10.60 -6.10 44.134.10 4.20 10.50 24.90 457.30 359.90 76.90 -83.10 20.90 37.40 2.70 25.828.3 Showing Profit and loss account of Maruti Suzuki Refrence :.204.60 356.00 404.20 909.30 37.616.339.602.80 130.30 -55.90 3.10 14.80 1.Official website of Maruti Suzuki (www.501.355.236.10 17.218.278.631.50 825.10 37.40 268.50 -14.515.60 916.00 617.60 2.60 361.20 144.551.

Chapter :.2 Research Methodology 33 .

3. 2. 34 . Research is an academic activity and as such the term should be used in a technical sense. making deductions and reaching conclusions.2 . research comprises defining and redefining problems.1 Me a n i n g o f Re s e a r c h Redman and Mory define research as a “systemized effort to gain new knowledge. why it was established and by whom it was established. The main objectives of this research was to :1. and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. According to Clifford Woody.” Some people consider research as a movement. 2 . Though each research study has it’s own specific purpose. a movement from the known to the unknown. To study about Maruti Suzuki i. Organisational structure etc. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. organizing and evaluating data. formulating hypothesis or suggested solutions. financial structure.e.2 O b j e c t i v e s o f Re s e a r c h The purpose of research is to discover answers to questions through the application of scientific procedures. To study the strategies adopted by Maruti Suzuki due to which they are able to dominate the Indian Automobile Sector since last three decades. when it was established . collecting. To study about the marketing mix and the strategies adopted by Maruti Suzuki in order to cater the needs of the people and also to face tough competition in the market since after the Globalisation of the Indian economy many competitors have grown and tries to undermine the monopoly created by Maruti Suzuki.

has greatly increased in modern times. has gained added importance. whether related to business or to the economy as a whole. It is necessary for the researcher to know not only the research methods or techniques but also the methodology. both for government and business 2 .” Is a famous Hudson Maxim in context of which the significance of research can well be understood. Secondary Data:Any data. for it leads to inquiry and inquiry leads to invention. 2 . Those data collected first hand. are secondary data in the hands of researcher.5 Da t a Co l l e c t i o n S o u r c e Information for this project was collected primarly through secondary sources. Research. The role of research in several fields of applied economics. Increased amounts of research make progress possible.4 R e s e a r c h Me t h o d o l o g y Research methodology is a way to systematically solve the research problem. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. Doubt is often better than overconfidence.3 S i g n i f i c a n c e o f R e s e a r c h “All process is born of inquiry. It may be understood as a science of studying how research is done scientifically.The data collected from the secondary sources are called as Secondary data. Research inculcates scientific and inductive thinking and it promotes the development of logical habits of thinking and organization. as an aid to economic policy. which have been gathered earlier for some other purpose. either by the 35 .2 . The increasing complex nature of business and government has focused attention on the use of research in solving operational problems.

due to lack of time the necessary data were collected from the secondary sources.  Due to tough competition in the market the companies are not willing to disclose their strategies adopted to face the competition so sufficient information were not collected and the information collected are not 100% accurate. especially for the purpose of the study is known as primary data.researcher or by someone else. Sources of secondary data are :     Internet Magazines Publications Newspapers Brouchers 2 .6 L I MI T AT I O NS  The biggest limitation of this project was time . 36 .. The data collected for this project has been taken from the secondary source.

8Market Share 3.Chapter: .9Other strategies adopted by Maruti 3.5 Place 3.10Customer satisfaction 37 .2 Brand 3.4 Price 3. Targeting and Positioning 3.3 Marketing Strategies 3.7 Market Segmentation .6 Promotion 3.1 Meaning of Marketing 3.3 Products 3.

According to Philip Kotler. According to William J. price. cost effective. Indira Gandhi. offering. promote. “ Marketing is the social and managerial process by which individuals and groups obtain what they need and want through creating.2 BRAND Around 1970. wants satisfying products to target markets to achieve Organisational objectives”. Sanjay Gandhi the political advisor and younger son to then Prime minister of India. and exchanging product of value with others”. envisioned the manufacture of an Indigenous.3. and controlling the market activities. “Marketing is a total system of interacting business activities designed to plan. and distribute. “Marketing is the performance of the business activity that directs the flow of goods and services through producers to consumers to users”. organising. It is accountable for planning. 3. directing. motivating. Stanton. Matching the products with the market means determining the needs and requirements of potential customer and supplying them the product which meets their requirements. According to Cundiff and Still. According to American Marketing Association. In general we can say that Marketing includes all those activities carried on to transfer those goods from the manufactures or the producers to the consumers that can satisfy the needs and the requirements of the consumers. coordinating. “Marketing is the business process by which the products are matched with the market and through transfer of ownership are affected”. low 38 .1 Marketing It is the process of directing of directing the flow of goods and services from the producers or the manufacturers to the customers or consumers.

developing. The name was chosen as Maruti after a Hindu deity named “Maruti”. vi) warranties and after sale service. Products Offered by Maruti Suzuki 39 . 1983. After the death of Sanjay Gandhi. vii) product testing. Indira Gandhi’s cabinet unanimously passed a resolution for the development and production of “people’s car”. and producing the right types of products and services to be marketed by the firm. iii) design of the product. iv) volume of the production. ii) size of the product. v) packaging. durability and other qualities. Sanjay Gandhi’s company was christened Maruti Limited. 3. The car went on sale on December 14. In short product planning and development involves decision about : i) quality of the product. colour and other features. The collaboration heralded a resolution in the Indian car industry by producing Maruti 800. It deals with the product range.maintenance and compact car for the Indian middle class. packaging. Apart from producing right products. viii) product range.3 PRODUCT Product mix involves planning. Indira Gandhi decided that the project should not be allowed to die. etc. Unfortunately Sanjay Gandhi died without completing his project. emphasis should also be laid on their branding. Maruti entered into collaboration with the Suzuki motors of Japan.

The economy cars includes :A) Maruti 800 B) Alto C) Zen Estilo D) Wagon R E) A .Star F) Ritz G) Swift H) Swift Dzire The Utility Cars of Maruti Suzuki includes :A) Maruti Omni (Van) B) Maruti Eeco C) Maruti Gypsy D) Grand Vitara The Luxury Cars of Maruti Suzuki includes :A) Maruti Esteem B) Maruti SX4 PRODUCTYEAR IN WHICH LAUNCHED Maruti Suzuki 800 Maruti Suzuki Omni Maruti Suzuki Gypsy Maruti Suzuki Alto 1983 1984 1985 2000 40 .Maruti Suzuki comes with a large number of products i.e cars ranging from economy cars to luxury cars to super SUV’s.

650 Kgs (AC Euro II) Ground Clearance Wheel Base Power 41 170 m 2175 mm . With the introduction of Maruti 800 in 1980’s Maruti Udyog Limited broke the hegemony of Ambassador and Fiat in the Indian Car market. 640 Kgs (AC Euro I) . 665 Kgs ( AC Euro II).Maruti Suzuki Wagon R Maruti Suzuki Swift Maruti Suzuki SX4 Maruti Suzuki A Star Maruti Suzuki Swift Dzire Maruti Suzuki Zen Estilo Maruti Suzuki Eeco 2002 2005 2007 2008 2008 2009 2010 Maruti 800 Maruti 800 is the most popular entry segment car in India. Technical Specifications:Dimensions Length Width Height Unladen Weight 3335 mm 1440 mm 1405 mm 655 Kgs (AC Euro I) .

Torque Fuel System Transmission and gear box Suspension Front Rear Steering Type Turning radius Brakes Type Front Rear Tyres Capacities Seating Fuel Tank 4 Stroke.5 bhp @ 5500 rpm 5.65 – 12 – 4 PR 4 Persons 30 Litres 42 . Power Max.7 N m @ 2500 rpm Carburettor Manual.Engine Type Piston Displacement Max. 4 Forward (Synchromesh). 1 reverse McPherson strut and coil spring Leaf Spring Manual Rack and Pinion 4.4 mts Dual Circuit Disc Drum 5. Water cooled SOHC 796 cc 39.

It is the most fuel efficient car in A2 Segment. 3 pot motor with a four valve head and its electronic tachometer results in unmatched fuel efficiency . Alto uses Maruti 800’s proven and highly fuel efficient . TECHNICAL SPECIFICATIONS :Dimensions Length Width Height Wheel base Tread Min.Maruti Alto Maruti Alto is one of the hottest selling compact cars in Indian market. turning radius Ground clearance Weight Alto Alto LX.6 m 160 mm 43 . LXi Gross vehicle weight Engine 725 kgs 740 Kgs 1165 Kgs 3495 mm 1495 mm 1460 mm 2360 mm 1290 mm 4.

4 valve per cylinder MPFI 3 32 bit computer 47 bhp @ 6200 rpm 62 Nm @ 3000 rpm 5 Speed all synchromesh. Manual McPherson strut with Torsion type coil anti roll bar Coil sprint with double action telescopic shock absorbers 4 persons 145/80 R12 Maruti Omni ( Van) Maruti Omni is popularly known as Maruti Van. Power Max. We can pick our entire luggage without thinking twice. TECHNICAL SPECIFICATIONS :Dimensions 44 . Omni 8.Swept volume Engine type No. weekend outing or for a game of golf.Omni 5.Seater . Torque Transmisson Suspension System Front Rear Seating Capacity Tyres 796 cc FC Engine. Omni provides ample headroom and legroom to ensure a comfortable and enjoyable journey. It has enough space for our life style needs whether we are going on a picnic. Maruti Omni is a perfect family car. Maruti Omni comes in three variants and they are :.seater and Omni LPG. of cylinder Engine control Max.

0 bhp @ 5000 rpm 601 NM @ 3000 rpm Manual. Power Max.Length Width Height Wheelbase Ground clearance Min turning radius Weight Omni Omni E Engine Type No. of cylinder valves Piston displacement Max. water cooled 3 6 796 cc 35. 4 forward all synchromesh Booster assisted disc Drum 36 Litres 45 . of cylinders No.1 m 785 Kgs 800 Kgs 4 Stroke cycle. Torque Power Transmisson Type Brakes Front Rear Fuel tank capacity 3370 mm 1410 mm 1640 mm 1840 mm 165 mm 4.

Standard EECO is powered by Bharath Stage IV compliant engine. This car is essentially an updated Versa. Maruti EECO is available in following variants :5 seater. EECO comes with 5 seater and 7 seater options. EECO is equipped with advanced Engine Management System for optimizing fuel efficiency and performance.Maruti Eeco EECO was introduced in India by Maruti Suzuki during 2010. AC 7 seater. Torque: Petrol Aluminium Multipoint Injection 73 bhp (54 kW. 74 PS) @ 6000 rpm 1196 cc 4 cylinder in-line 101 N·m (74 ft·lbf) @ 3000 rpm 46 . this is an urgent refresh in lines with Maruti Suzuki not being able to come up with a new minivan. TECHNICAL SPECIFICATIONS :Fuel: Engine type: Fuel distribution: Power: Displacement: Layout: Max. standard 5 seater. A new minivan from Maruti Suzuki is expected in 2011 to replace the Eeco/Versa and (possibly) the ageing Omni. It is branded by the manufacturer as a perfect car for every occasion-a business trip or a picnic with the loved ones[1].

power and fuel efficiency. 47 . Its electronic power steering ensures effortless maneuverability. Maruti Zen comes equipped with 16 x 4 all aluminium hyper tech engines. the engine also offers optimum fuel economy .4 bhp per tonnes .Valve train: Transmission: Suspension Front Suspension: Rear Suspension: Brakes Front Brakes : Rear Breakes : Tyres: Tyre type: 16 valves / 4 per cylinder Manual-5 speed McPherson strut 3 Link Rigid Ventilated disc Drum 155 R-13 LT Tubeless ZEN ESTILO Maruti Zen is a clear leader in the premium compact car segment in India. more control and a better grip. It has several technology that makes it stand out from other cars in its segment. with its power to weight ratio of 78. excellent pick up and acceleration. the highest in its class.bit Micro processor in Zen delivers ideal combo of speed. The 16.

4:1 engine torque in 8@4500 engine output in     LXi     60@ 6000 VXi     & 48 . 4 cylinder inline engine 16 bit ECM Multipoint fuel injection Maximum bhp/rpm Maximum kgm/rpm Compression ratio 9.TECHNICAL SPECIFICATIONS :Capacities Seating Persons Fuel in litres Engine in CC Unladen weight in kgs Laden weight in kgs Tyres 5 35 993 765 1190 145 / 80 R 12 (Front rear) PETROL Bharat Stage II LX All aluminium engine 16 valve.

Maruti Wagon R VXi and Maruti Wagon R AX. Dual Distributor less Digital Ignition (DDLI) ensures an 49 . Maruti Wagon R LXi.PETROL Bharat Stage III LX All aluminum engine 16 valve.Wagon R comes with 1064 cc MPFI low friction engine that delivers an awesome 64 bhp @6200 rpm for smoother pick up and faster acceleration. 4 cylinder inline engine 32 bit ECM Multipoint fuel injection Maximum bhp/rpm Maximum kgm/rpm Compression ratio DIMENSIONS Overall length Overall width Overall height Wheelbase Ground clearance 3535mm 1495mm 1405mm 2335mm 165m 9.4:1 engine torque in 8 @ 4500 engine output in     LXi     60 @ 6200 VXi     WAGON R Wagon R is a hugely successful car which comes in four variantsMaruti Wagon R LX.

4 Valve per cylinder . MPFI Multipoint injection 16 – Bit Electronic Control Module (ECM) 04 3495 1495 1660 2360 1295 1290 165 m 50 . VXi) 1240(AX) Engine Swept volume Type Fuel distribution Engine control No.VXi) 840 (AX) Gross Weight 1225 (LX. ground clearance Weight in Kg Kerb weight 825(LX. TECHNICAL SPECIFICATIONS :Dimension in MM Length Width Height Wheelbase Front track Rear track Min.LXi.instant hassle free start every time and a more efficient power distribution. of cylinders 1061 cc FC Engine . Wagon R’s tall body .LXi. high seats and wide opening doors make it easier to get in and out.

Maruti has unveiled A Star as a next generation model of its model Alto which is already selling greatly in the segment. A-STAR Indian car market leader Maruti Suzuki has launched A-Star in the hatchback car segment in which the company holds ruling position with 55% market share. Torque Power Steering Type Transmission Suspension Front Rear 64 bhp @6200 rpm 84 NM @ 3500 rpm Electronic Power Steering (EPS) Manual (). Scroll down to know more about the sporty and striking features of all new A Star Car. TECHNICAL SPECIFICATIONS :Dimension in mm Length Width Height Wheelbase Front track 3500 1600 1490 2360 1295 51 . gas filled shock absorber with 3 link rigid axle isolated trialing arms.5 speed .Max. Power Max. All synchromesh McPherson strut with torsion type roll control device Coil spring.

Turning radius Weight In Kgs Kerb weight Gross Vehicle weight Capacity Seating capacity Fuel tank capacity Engine Swept volume Type Fuel distribution Displacement No.5 870 5 persons 35 litres 1061 cc KB series Multipoint injection 998 cc 03 67 bhp @6200 rpm 90 NM @ 3500 rpm Rack and pinion . All synchromesh McPherson strut and coil spring Isolated trailing link and coil spring 52 . power Max. Torque Steering Transmission Suspension system Front Rear 1290 170 4.Rear track Min. Ground clearance Min. of cylinders Max. Power assisted Manual () – 5 Speed .

0 X 75. of doors :Seating Capacity :Engine Capacity :No. of cylinders :Bore X stroke :Compression Ratio :Max. TECHNICAL SPECIFICATIONS :Body Type Body Type :No. It comes in three variants :-Maruti Suzuki Swift LXi. Swift VXi. Power :Max.SWIFT Maruti Swift brings a feeling of freshness to the compact car segment .5 9. and a whole a lot of user friendly features at once catch our attention.0 :1 87 bhp @ 6000 rpm 113 Nm @ 4500 rpm Multipoint injection Hatch back 5 5 53 . It’s appealing looks . Swift ZXi. spacious interiors. Torque:Fuel distribution :Transmission 1298 cc 4 74.

904 1.545 1.0272 Power Steering Type :Electronic power steering (EPS) Suspension System Front: Rear :McPherson Strut with torsion type roll control device coil spring.208 0.966 0.757 3. It was codenamed MG410 that stood for Maruti Gypsy 4 cylinder 1.0 54 . It was introduced in the Indian market in 1985 with the 970 cc F10A Suzuki engine and was an instant hit in the civilian market as well as with law enforcement. gas filled shock absorber with 3 link rigid axle isolated trailing arms MARUTI GYPSY It is manufactured in India by Maruti Suzuki.Type :Gear ratios :- 5 Speed Manualwith synchromeshin all and 1 reverse 1st 2nd 3rd 4th 5th Reverse 3.

268 Suspension Front and Rear Rear Leaf spring with Double action damper 55 . Low : 2.6 in) Kerb Weight 985 kg/1.010 mm (157.2 in) for front wheels and from 1.litre engine.220 mm (48.210 mm (47.0 in) to 1.300 mm (51. TECHNICAL SPECIFICATIONS :Dimensions         Length 4.300 mm (51. Initially.375 mm (93.6 in) to 1.310 mm (51.620 kg* Engine           Type G13BB MPFI 16 Valve Gasoline Cylinders 4 Displacement 1298 cc Maximum Power 80 bhp (60 kW. One reverse Transfer gearbox Two-speed Type constant mesh Transfer gear ratio High : 1. 81 PS) @6000 rpm Maximum Torque 103 N·m (76 lb·ft) @ 4500 rpm Transmission Type Five forward (all Synchromesh). In July 1993.409.6 in) Height 1875/1845 mm* Wheelbase 2.9 in) Width 1.5 in) Front Track 1. Both front and rear track of the wheels are increased by 90mm (from 1. 040 kg* Gross Vehicle Weight 1585 kg/1.6 in) for rear wheels) and these Gypsys are instantly recognizable by the pronounced painted fender flares.310 mm (51.2 in) Rear Track 1. but a bolt on hardtop was later introduced to the public after the aftermarket hardtops became extremely popular.540 mm (60. it was only available as a soft-top. Maruti introduced the "widetrack Gypsy" codenamed MG410W replacing the MG410.

The "SX 4" designation was used by American Motors (AMC) for a sporty liftback model in its all-wheel drive AMC Eagle passenger cars.9 imp gal) MARUTI SUZUKI SX4 Designed by GiorgettoGiugiaro'sItaldesign studio. Technical Specifications :Dimensions & Weight Length (mm) Width (mm) Height (mm) Wheelbase (mm) Kerb Weight (kgs) 4490 1735 1560 2500 1170 56 . 0.Brakes With Booster    Front Disc Rear Drum Tyres F78-15-4 PR 205/70R15 Capacities   Fuel tank 40 L (11 US gal. 9 imp gal) Engine oil 4 L (1.1 US gal. the SX4 (an abbreviation of "Sports Xover 4 all seasons ") replaces the Aerio (some markets called Liana).

6 L 16 V 04 Inline DOHC 1586 5 Manual 175 Independent strut suspension with gas-filled McPherson & anti-roll bar Rear Brakes Type Disc Front / Rear Brakes Tyres Type Wheels Fuel Tank Performance Semi-independent torsion beam with gas filled shock absorbers Ventilated Discs/ Drums 195/65 R15 15" Steel 50 Litres Max. Of Cylinders Configuration Displacement (cc) Transmission Top Speed (kmph) Suspension Front 05 1. Torque (kg m/rpm) 103 PS @ 5500 rpm 145 Nm @ 4200 rpm 57 .Seating Capacity Engine Model Designation No. Horsepower (ps/rpm) Max.

Zip effortlessly down the highway and with plenty of low end torque. Its four wheel drive gives Vitara the power to go places. With 127 KW @ 6000 rpm on call. Ground clearance Weight in Kgs Kerb Weight Gross Weight 1700 2300 4760 1780 1740 2800 1500 1500 183 m 58 .GRAND VITARA Grand Vitara is meant for the people who want to live life grand size. the 2. the high performance vehicle can take on snowy ramps and muddy tracks with equal ease.7 litres DOHC V6 engine can empower the Grand Vitara to climb up steep terrains. Technical Specifications :Dimension in MM Length Width Height Wheelbase Front track Rear track Min.

Capacity Seating Fuel tank Engine Type No. Of cylinders No. of valves Piston displacement Bore X Stroke Compression ratio Max.5 : 1 166 bhp @ 6000 rpm 236 NM @ 4500 rpm Multipoint injection 183 Km / Hr Rack and Pinion 7 persons 66 litres 59 . Torque Fuel distribution Max. Output Max. Speed Steering Brakes Front Rear Suspension Front Rear Tyres McPherson strut 5 – Link rigid with coil spring 235 / 60 R 16 Tubeless tyres Disc Drum H27A V6 type 06 24 2736 cc 88 X 75 9.

671 5.620 2.818 7.The price increase is due to rise in input costs and freight costs.4 PRICES OF MARUTI PRODUCTS Car market leader Maruti Udyog Limited has announced a marginal increase in price of certain models.84.757 2.058 3.822 4.220 4.09.062 .27.94.635 4.28.09.412 3.96.982 2.08. Zen. In this phase.28. which increased following the rise in oil prices.31. .63.39.488 3.) 1. the company has decided to pass on only a part of the increase in costs to the customers.3. and WagonR (Petrol). There is no change in the prices of Swift. Ex-Showroom Prices in Delhi (in Rs) :Models Maruti Suzuki 800 Maruti Suzuki Omni Maruti Suzuki Alto Maruti Suzuki Eeco Maruti Suzuki Zen Estilo Maruti Suzuki Wagon R Maruti Suzuki A Star Maruti Suzuki Ritz Maruti Suzuki Swift Maruti Suzuki Swift Dzire Maruti Suzuki Gypsy Maruti Suzuki SX4 60 Prices (Rs.

1 Meaning of segmentation :Market segmentation is the process of dividing a potential market into distinct sub. Now a days the main promotion is done by the brand Ambassador such as film stars. 3. holdings etc. The advertising is mainly done in the form of different Television channels . sportsmen etc.7 SEGMENTATION 3.6 PROMOTION Main Promotion of Maruti Suzuki cars is done by the advertising. 3. and in this case they decide their actual and equired sales force for selling their cars. 3. They show the permanent location for selling the cars.markets of consumers with common needs and characterstics.7. different newspapers.226 In Price case   They provide a list of different types of models of cars They also gives a discount in the range of 20 % to 25 %.5 PLACE The Place of Maruti cars is in the whole world. Market segmentation is the starting 61 . They also maintain customer relation and they do direct marketing. They decide area in which they deal customers. They provides many useful inventory they define the transport facility of the company to the market and market to the customers. celebrities. Maruti Udyog Limited decides its distribution channel for selling cars like some time or level or sometimes two levels marketing channels.19.Maruti Suzuki Grand Vitara 17. Many showrooms of MUL are there in our India.

Once the segmentation takes place . They have also catogorised their cars into different segments depending upon the choices of different peoples depending upon their income and other behaviours and these segments are : Mini hatch back segment or A1 segment :Maruti 800  Compact hatchback segment or A2 segment :Maruti Alto Zen Estilo Wagon R A – Star Swift  Mid size segment or A3 segment :62 . 3.7. Satisfy their basic needs 2.3 Segmentation of Market by Maruti Suzuki:Maruti Udyog Limited was set up to manufacture low price cars that can be afforded by the Indians but after 1990 that means after the globalisation ( i.2 Objectives of Segmentation :The main objective of segmentation is to provide those products to the customer they can :1. Solve their problem 3.7. Further with the develoment of the Indian economy the income of the peoples of India also increased and people started to afford luxury cars also.mix so as to position the products/ brands/ company as perceived by the target customer. the marketers targets the identified customer groups with proper marketing.steps in applying the marketing strategies.e opening of Indian economy for rest of the world) many competitors started in enter the Indian market . Make themselves feel good 3.

8 Market Positioning 3.Maruti Esteem SX4  Utility Vehicle or MUV :Maruti Eeco Maruti Gypsy Grand Vitara 3. 24-hour mobile service is offered in 38 cities under the brand “Maruti On-road Service”. In case of any new product they tries to make it available at every outlets in metropolitian cities and by getting the response of customers they increases the production and extends the availability in urban . covering 898 cities in India.2 Positioning of products by Maruti :Management of Maruti’s always tries that their products should be available at the authorised outlets in every city of India.1 After Sale service :As on date there are 342 Maruti dealer workshops and 1.9. semi urban and to the rular areas also. 3. As a benchmark for dealers with 63 .8. They intend to extend this service to an additional 25 cities over the next three years.1 Meaning :Market positioning means placing the potential product in the market that can satisfy the needs and requirements of the target customers. 3.8.545 Maruti Authorised Service Stations. or MASSs.9 Other Strategies adopted by Maruti Suzuki 3. In addition.

they have launched service stations under the brand “Maruti Service Masters. accessories and automobile-related services. of their products in these remote areas. They seek to provide customers with the opportunity to customize their vehicles with accessories such as music systems. in terms of sales volumes. They have service stations on 30 highways in India under the brand “Express Service Stations”. in accordance with practices and procedures prescribed by them.9. car-care products and utility products. They offer an extended paid-warranty program marketed under the brand. The dealers subsequently claim the warranty cost from them. They have entered into arrangements with insurance companies to cover the costs of warranties offered under this program. or MGP.3 Warranty and Extended Warranty Program They offer a two-year warranty on all their vehicles at the time of sale.respect to service quality and infrastructure facilities. through their dealership network. or MSMs. in three locations in India. The extended warranty program is intended to maintain the dealer’s contact with the customer and increase the revenue generated from sale of spares. Many of their MASSs are at remote locations where they do not have dealers. They analyse warranty claims from dealers and either claim the cost from vendors. reliable spare parts for their products. “Forever Yours” for the third and fourth year after purchase. they sell spares under the brand name “Maruti Genuine Parts”. security systems. under the provisions of the warranty in force at that time. 3.2 Genuine Accessories They have also entered the business of marketing car accessories under the brand name “Maruti Genuine Accessories”. In order to increase the penetration. or MGA. in the case of manufacturing defects. These are distributed through their dealer network and through authorised sellers of their spare parts. they are exploring opportunities to integrate some of the MASSs into the sales process in order to increase sales of their cars and related products and services such as spares and accessories. An effort is made during the period of the extended warranty to encourage the 64 . To promote sales of their spare parts and the availability of high quality. in the case of defective components. to whom they refer as stockists. 3.9. Their dealers are required to address any claim made by a customer. insurance and financing. or bear the cost ourselves.

3. New India Assurance and Royal Sundaram. exchange Maruti Suzuki is set to provide a single window solution for all your car related needs.5 Maruti Insurance :It was launched in 2002. Ltd. That’s why they have Maruti True Value. automobile finance. you will find all your car related needs met under one roof. By 65 . and the caring relationship they share with those who drive their cars. AtithiDevoBhava. They aim to provide customers with a “one-stop shop” for automobiles and automobile-related products and services. services. and Maruti Insurance Brokers Pvt. Similarly Maruti Finance brings together some of the biggest names in the car insurance industryto provide insurance solution to every type of the car consumer. AtithiDevoBhava: One-stop shop Inspired by the spirit of India.4 New business Initiatives As the largest manufacturer and leader in the small car segment. and pre-owned cars. leasing and fleet management. 3.customer to exchange his existing Maruti car for a new Maruti car. The services started as a benefit or value addition to the customers and was able to ramp up easily. Maruti finance an agglomeration of the biggest finance companies in India brought together by Maruti Suzukitoensurethat the dream car is within everyone’s reach. It captures the Indian tradition of honouring guests.9. Whether it is easy finance. Ltd. Maruti Suzuki provides vehicles insurance to its customers with the help of National Insurance Company . or upgrade to a new Maruti car. means “a guest is like God”. and build on their wide customer base and extensive sales and service network to make available to their customers a wide range of Maruti-branded services at different stages of ownership. range of products and extensive sales and service network to expand the size of the passenger car market in India. It's also the inspiration for the welcome you’ll receive at a Maruti Suzuki dealership. which they refer to as the “360 degree customer experience”. in Sanskirit. insurance. fleet management. At Maruti Suzuki. They have recently launched new initiatives to develop the market for automobile insurance. the best place to buy and sell reliable used cars . they continually seek new ways to utilize their vast car parc.9. The service was set up by the company with the inception of two subsidiaries Maruti Insurance Distributors Pvt. Bajaj Allianz .

Managing Director of Maruti Udyog Limited Citycorp Maruti Finance Limited is a joint venture between Citicorp Finance India and Maruti Udyog Limited. Combined with Maruti volumes and networked dealership . GE Capital . HDFC and Maruti Suzuki together came in 1995 to form Maruti Countrywide. “ Maruti Finance marks with coming together of the biggest players in the car finance business. Kotak Mahindra . SBI – Maruti Finance is currently available in 166 cities across India.6 Maruti Finance :To promote the bottom line growth Maruti Suzuki launched Maruti Finance in January 2002. this will enable Maruti Finance to offer superior services and competitive rates in the Market place”.9. Prior to the start of this service Maruti Suzuki had started two joint ventures Citicorp Maruti and Maruti Country wide with City Group and GE countrywide respectively to assist its clients in securing loans. ICICI Limited . JagdishKhatter. They are the benchmark in quality and efficiency. Standard Chartered and Sundaram to start this venture including its strategic partnership with SBI in March 2003. Maruti Claims that its finance program 66 . Its primary business started by the company is “hire – purchase” financing of Maruti Suzuki Vehicles .December 2005 inception. they were to sell more than two Million Insurance policies since its 3.A. City Finance India Limited holds 74% of the stake and Maruti Suzuki holds the remaining 26%. Maruti had sold over 12. HDFC Bank .000 vehicles through SBI – Maruti Finance. Maruti Suzuki tied up with ABN Amro Bank . Since March 2003. Citi Finance India limited is a wholly owned subsidiary of City Bank Overseas Investment Corporation Delaware which inturn is a 100% wholly owned subsidiary of City Bank N.

It is a market place for the used Maruti Suzuki Vehicles.25% to 0. where the learners go through the classroom session and practical sessions. Many standards facilities like road behaviour and attitude are taught in these schools. Later the service extended to other cities of India as well.9. As of 2009 there are 315 Maruti True Value Outlets. One can buy .offers most competitive interest rates to its customers which are lower by 0.5% from the market rates. 3.9. These schools are modelled on international standards.7 Maruti True Value :Maruti True service offered by Maruti Suzuki to its customers.8 Maruti Driving school :As a part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving school in Delhi.sell or exchange used Maruti Suzuki Vehicles with the help of this service in India. 67 . Before driving actual vehicles participants are trained on stimulators. 3.

3.Official website of Maruti Suzuki (www.com) 68 .marutisuzuki.10 MARKET SHARE Graph 3.1 Showing Market Share of Maruti Suzuki Refrence :.

1 Showing Market Share in A2 Segment Description Maruti Tata Hyundai 59% 20% 21% Refrence :.2008. March 2010 69 .Auto India (Automobile Magzine).2009 Market Share Segment A2 Sales Maruti Tata Hyundai Chart 3.

March2010 70 .Auto India (Automobile Magzine).2008 – 2009 Market share Segment A3 Sales Tata Ford GM Honda Maruti Hyundai Others Chart 3.2 Showing Market Share in A3 Segment Description Tata Ford GM Honda Maruti Hyundai Others 20% 14% 6% 20% 17% 16% 7% Refrence :.

Auto India ( Automobile Magzine). March 2010 71 .3 Showing Market Share of passenger cars Description Hyundai Maruti Tata Honda GM Toyota Others 17% 55% 16% 4% 3% 10% 3% Refrence :.2008 -2009 Market Share Passenger Car Sales Hyundai Maruti Tata Honda Ford GM Toyota Others Chart 3.

Hatchback) A3 (Mid Size) A4/A5/A6 (Exec.402 24% 1.129.123 15% 65. March 2010 72 .374 -16% 8% 8% 28% 487.150 12% 5.366 2% 8% 7% 28% 482.561 176.Hatchback) A2 (Compact .Total Industry MUV (Utility Vehicles) Passenger Vehicles .31 6 Table 3.050.637 NA -31% 89.526 417.204 46% 4.MUL Passenger Vehicles .669 3.392 758.Total Industry 2006-07 167.262 47% 271.223 -23% 24% 8% NA 54% 335.019 9% 66.173 NA Growth 2007-08 Growth 2008-09 Growth 17% 116.555 420.136 109% NA 31.MARUTI ALL INDIA SALES – 3 YEARS TREND Segment A1 (Mini .1 Showing Sales of Maruti cars in the year 2006 to 2009 Reference : Autocar ( Automobile Magzine) .24 6 16% 527.132 14.280 28% NA 29.198 26% 885.664 17% 948.029 16% 522./Luxury) C (Van Type) Passenger Cars ./Prem.038 17% 1.939 NA 59.MUL Passenger Cars .947 901.

Tata .E. Fusion.Vectra.COMPETITION MODELS Segment A1 (Mini .CRV. GM . Honda Accord. 73 . Scprpio and Xylo. Nissan . Swift Hyundai . SX4 Hyundai ./Luxury) C (Van Type) MUV (Utility Vehicles) Omni. GM . A4/A5/A6 (Exec. Skoda .Spark & Beat A3 (Mid Size) Esteem.Octavia & Superb.Prado &Innova and Fortuner.Elantra& Sonata. Optra.Terracan& Tucson. Hyundai .Hatchback) Zen. GM .X Trail.Santro& Getz. Daimler Chrysler C. Versa Gypsy. Bolero.Accent.Corsa.Indigo & Petra. Honda . Toyota . & S Class.Sumo & Safari. Alto. Toyota Corolla & Camry.City. Ford .Hatchback) Maruti Competition M800 A2 (Compact . Honda . Ford . Tata .Forrester &Tavera.Pajero. Grand Vitara Mitsubishi . Ford . & Fiesta Hyundai .Endeavor./Prem. WagonR.Jeeps. Tata Indica&Palio. &Aveo.Ikon. GM . Mahindra .Mondeo.

product use. A good CRM program can improve customer service in several ways. and retain good customers and to determine which customer can be retained or given a higher level of service. With the Globalisation and Liberalisation (i. Provides Product Information. repurchase. 3.e.3. 74 . service the customers.11 Customer Satisfaction By Maruti Suzuki Now a day’s Customer satisfaction is the main aim or objectives of all the business organisations. Provides a user friendly mechanism for registering customer complaints (complaints assistance on that are not registering with the company cannot be resolved and are a major source of customer dissatisfaction). Provides a fast mechanism for managing and scheduling follow up sales call to assess post purchase cognitive dissonance. when customers get value for their money). probabilities repurchase times and repurchase times. information and technical websites that are accessible 24 hours a day and 7 days a week Identifies how each individual customer defines quality and then designs service strategies for each customer based on these individual requirements and expectations. increase the value of customers to the company. opening of Indian market ) the competition has increased to a great extent.e. In such situations Maruti Suzuki took an initiative to satisfy its customer in the following ways.11. Provides a mechanism to track all points of contact between customer and the company and do it in an integrated way so that all sources and the types of contact are included and all the user of the system see the same view of the customer (reduces confusion). All the Indian companies or the business organisations have to match their products with the International standard level in order to remain in the market. A marketer can remain in the mind of the customers only if he is able to satisfy the needs and requirements of the potential customers (i.1 Customer Service:The CRM Program allows Maruti Suzuki to acquire customers.m It also helps to identify problems quickly before they occur.

increase customer loyalty. When any of the technology driven improvement in customer service (mentioned above) contribute to long term satisfaction they can ensure repeat purchases. The CRM can be integrated into other cross functional systems and thereby provides accounting and production information to customers when they want it. maintenance. The technology can track customer products use as the product progresses through its life cycle and tailors the service accordingly. Use internet to engage in collaborative customization or real time customization. This way customers get exactly want they want as they change. Proponents say this is so because:CRM Technology can track customer interests. the technology can be used to micro. Uses internet cookies to track customer interest and personalize product offerings accordingly. repair and ongoing support (improve efficiency and effectiveness). scheduling. needs and buying habits as they progress their life cycles and tailors the marketing efforts accordingly. Provides a fast mechanism for managing. In Industrial markets. 3. These way Customers get what they need as the product ages. Provides a fast mechanism for correcting services deficiencies (correcting the problem before other customer experience the same dissatisfaction). increases sales revenue and thereby increases profit margins. 75 . decreases marketing costs (associated with customer acquisition and customer training).Provides a fast mechanism for handling problems and complaints (complaints that are resolved quickly increased customer satisfaction).segment the buying centre and helps co – ordinate the conflicting and changing purchase criteria of its members.2 Improving Customer Relationships :CRM programs are also able to improve customer relationship. improve customer relationship.11. decreases customer turnover.

CRM software enables sales people to achieve this one on one approach to selling and can automate some elements of it via tailorable marketing communication. 76 . CRM is therefore a companywide attitude as much as software solution. However all of these elements are facilitated by or for humans to achieve.Repeat purchase however comes from customer satisfaction which inturn comes from deeper understandings of each customer. their individual business challenges rather than a “one size fits all” approach.

Tata Ford Mahindra Renault Chervolet Toyota Honda Skoda Mahindra Hyundai Mitsubishi Maruti 660 680 700 720 740 760 780 800 820 840 Graph 3.Autodrive ( Automobile Magzine).2 Showing Customer Satisfaction Index Ranking Refrence :. June 2010 77 .

Chapter :-4 Findings And Analysis 78 .

1 nameplate in the J.After the study of the project .. most user-friendly service and best service initiation experience.D. Initially it focused on providing cheap cars to the customers but after Globalisation of the Indian economy (1990s) many foreign companies started to enter the Indian market then to stand in the market Maruti Suzuki also started to manufacture luxury cars also. Power SSI Study 2004.D. Maruti True value. highest service quality. The J.  Along with manufacturing of cars Maruti also started another operations like :. Our high sales and customer care standards led us to achieve the No. we have got several information and real facts about Maruti Suzuki : It was the idea of Sanjay Gandhi. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably 79 . Quality Service Across 1036 Cities In the J. Maruti genuine parts. After sale service. Power CSI Study 2004. 92% of Maruti Suzuki owners feel that work gets done right the first time during service. best service delivery. with a workforce of over 6000 trained sales personnel to guide our customers in finding the right car. best service advisor experience. Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced. Some other findings about Maruti Suzuki A Buying Experience Like No Other Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities. son of Indian Prime Minister Indira Gandhi to provide cheap and low maintenance cars to Indiansand for this purpose Maruti limited was established but after his death Maruti limited went into collaboration with the Suzuki Motors of Japan.   Maruti Suzuki focuses on overall segment of market and the strategied adopted by Marutis are very appealing and interacting for the customers. Maruti Driving school etc.D. best in-service experience. Maruti Insurance.Maruti finance.

while 90% owners would probably repurchase the same make of vehicle. In the lower Mid Size segment as well price consciousness is very high . Whether it is easy finance. a Maruti Suzuki is a clear winner. insurance. it may not necessarily be afforded to maintain as some of its regularly used spare partsmay be priced quite steeply. Where the cars have to be not only affordable on purchase price but alsoneed to combine quality and have comfortable interiors. Lowest Cost of Ownership To be really happy with the car one owns. it should be easy on the pocket to buy and to runwhich is why the cost of ownership is so important. fleet management services. One Stop Shop At Maruti Suzuki. 80 . And here again. They are proud to have the lowest cost of operation / km (among petrol vehicles) .Power CSI study 2004. The Maruti 800 has the cheapest spares of any Indian car. Alto. In this segment the Maruti Suzuki Versa had scored particularly well with the lowest cost of spares in the segment. The Low Cost Maintenance Advantage The acquisition cost is unfortunately not only the cost we face buying a car. Esteem. Maruti 800. Not so in the case of Maruti Suzuki. It is clear that a Maruti Suzuki delights you even when you run it for years. Although a car may be afforded to buy .D. Zen. Omni and Wagon R.Maruti Suzuki is set to provide a single-window solution for all your car related needs. The recent auto car survey conducted in August 2004 bears testimony to this fact. exchange. as shown by the recent J. the Omni has the lowest aggregate cost of the spares followed by the Maruti 800.the top 5 models are all Maruti Suzuki models: Maruti 800. Alto and Omni.recommend the same make of vehicle. In the upper Mid Size Segment the Maruti Suzuki Baleno had the segment lowest price on a majority of spares. In the Maruti Suzuki Stable. you will find all your car related needs met under one roof. Wagon R. The 6 highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen. It is in the economy segment thatb the affordability of spares is most competitive and it is here where Maruti Suzuki shines.

SWOT ANALYSIS SWOT Analysis is the analysis of a company. Established distribution and after sales network WEAKNESSES :1. Opportunities and threats. Weakness. Very old player in the Indian market 7. 4. Not diversified 81 . SWOT analysis of Maruti Suzuki are as follows :- STRENGTHS :1. SWOT analysis stands for Strengths . After getting the knowledge about the weakpoints and threats from the external environment the management tries to overcome the weaknesses and the threats. Established brand in the Indian marke. Brand Image 2. Experience in the Indian market 6. Reliable and cheap 3. With the help of this analysis we can get the information about a company’s strengths and weaknesses and also about the opportunities and threats that a company is going to face or facing. First major player 8. Diseconomies of scale 2. Great service and nationwide penetration 5. No Online presence 3.

Acquisition 2. Product substitution 82 . Cheaper technology 3.OPPORTUNITIES :- 1. taxes. Innovation 3. External changes ( Government policies. Price war 6. Product and service expansion 5. Online 4. Lower cost competitors and cheap imports 5. etc) 4. Competition 2. Takeovers THREATS :1.

Chapter :.5 Conclusion 83 .

The conclusion that can be drawn are :1. The aim of the study is to critically analyse Maruti’s marketing strategies in India and to examine the effect on its sales . However much information on the distribution network can not be gathered. The main driver of the sales of Maruti cars in India are the Product features. 3.Conclusion This chapter concludes the study by highlighting the key findings of the study and some recommendations for Maruti Suzuki for future. The marketing strategies though aggressive and very customer specific are not prime force towards the sales. 4. 2. For this purpose secondary sources were used to collect information about the Marketing Strategies of Maruti Suzuki. 84 . The prices of Maruti cars are competitive but they are not the price leaders.

Chapter : 6 Recommendations 85 .

This can be done by becoming more customer friendly to the Indian as well as Asian market. means market with its low range ( but high quality ) products.Recommendations There is need for Maruti Suzuki to differentiate itself from past . There is need to incash on this by continuing to launch good quality products.  Maruti was established to provide low cast cars to the Indians so it should carry on its objectives but it should also focus on the customer satisfaction by providing them quality products at low cost. 86 .  Due to the opening of the Indian market that means globalisation and due to entry of many competitors in the Indian automobile market Maruti should project itself more aggressively to the low end.  Maruti have developed a brand name and the customer have a high brand preference.

DhanpatRai and co.com www. 1997 Magzines :   Overdrive Autocar Autodrive Websites :      www.BIBLIOGRAPHY Books :   Kotler. C.marutisuzuki. 2010 Kothari.surfindia. T.com 87 . Vikas Publishing house. 2003 Chhabra.N Marketing Management.R Research methodology.com www. prentice hall India.carindia. Philip Principles of Marketing Management..com www.com www.driveinside.carwale.

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