1

S.NO. Contents Page No.

1. Introduction 1
2. Company Performance at a Glance 3
3. Vision and Core Values SWOT of Maruti Suu!i "
#. Some Important Milestones $
". Current situation % Microen&ironment '
(.
Current Mar!etin) Practice
*
$.
+ ,rief o&er&ie- of competition and Mar!et
11
'. C.M Process for Cars in price ran)e of 1/01# lac!s 13
*. Mar!et Se)mentation 1(
1/. T1e Product 1$
11. Pricin) 1'
12. Place 21
13. M23 financial sta,ility 22
1#. Communication strate)y 23
1". Contin)ency Plan 2#
1(. 451i,it 1 2(
1$. 451i,it 2 3/
1'. 451i,it 3 3(
1*. 451i,it # 3$
1. I NTRODUCTION
Maruti Suzuki India Ltd. Compan Pro!i"e
Maruti Suu!i is one of t1e leadin) automo,ile manufacturers of India6 and is t1e leader in
t1e car se)ment ,ot1 in terms of &olume of &e1icle sold and re&enue earned. It -as
esta,lis1ed in 7e,ruary6 1*'1 as Maruti 2dyo) 3td. 8M2396 ,ut actual production started in
1*'3 -it1 t1e Maruti '// 8,ased on t1e Suu!i +lto !ei car of :apan96 -1ic1 -as t1e only
modern car a&aila,le in India at t1at time. Pre&iously6 t1e Go&ernment of India 1eld a
1'.2'; sta!e in t1e company6 and "#.2; -as 1eld ,y Suu!i of :apan. <o-e&er6 in :une
2//36 t1e Go&ernment of India 1eld an initial pu,lic offerin) of 2";. =y May 1/6 2//$ sold
off its complete s1are to Indian financial institutions.
T1rou)1 2//#6 Maruti Suu!i 1as produced o&er " million cars. >o-6 t1e company annually
e5ports more t1an "/6/// cars and 1as an e5tremely lar)e domestic mar!et in India sellin)
o&er $3/6/// cars annually. T1e Maruti '// remained t1e lar)est sellin) compact car of India
till 2//# since its launc1 in 1*'3. More t1an a million units of t1is car 1a&e ,een sold
-orld-ide so far. Currently6 Maruti Suu!i +lto tops t1e sales c1arts and Maruti Suu!i
S-ift is t1e lar)est sellin) in +2 se)ment. More t1an 1alf t1e cars sold in India are Maruti
Suu!i cars. Maruti Suu!is are sold in India and se&eral ot1er countries6 dependin) upon
e5port orders. Models similar to Maruti Suu!is 8,ut not manufactured ,y Maruti 2dyo)9 are
sold ,y Suu!i Motor Corporation and manufactured in Pa!istan and ot1er Sout1
+sian countries. .urin) 2//$0/'6 Maruti Suu!i sold $(#6'#2 cars6 of -1ic1 "36/2# -ere
1
Maruti Udyog Ltd. (old logo)
Maruti Suzuki India Ltd. (current logo)
e5ported. In all6 o&er si5 million Maruti Suu!i cars are on Indian roads since t1e first car
-as rolled out on 1# .ecem,er 1*'3.
Maruti Suu!i 1as t-o state0of0t1e0art manufacturin) facilities in India. T1e first facility is at
Gur)aon spread o&er 3// acres and t1e ot1er facility is at Manesar6 spread o&er (// acres in
>ort1 India. T1e Gur)aon facility Maruti Suu!i?s facility in Gur)oan 1ouses t1ree fully
inte)rated plants. W1ile t1e t1ree plants 1a&e a total installed capacity of 3"/6/// cars per
year6 se&eral producti&ity impro&ements or s1op floor @aiens o&er t1e years 1a&e ena,led
t1e company to manufacture nearly $//6/// carsA annum at t1e Gur)aon facilities.
T1e entire facility is eBuipped -it1 more t1an 1"/ ro,ots6 out of -1ic1 $1 1a&e ,een
de&eloped in01ouse. More t1an "/ per cent of our s1op floor employees 1a&e ,een trained in
:apan.
#urgaon !a$i"it a"so %ouses &'( )ngine p"ant.

T1e C@? family en)ine plant 1as an installed annual capacity of 2#/6/// en)ines and
-as commissioned in 2//'. Spread o&er an area of 2/63// m26 t1e C@? family en)ine facility
is part of t1e Ds *6/// crore in&estment plan dra-n ,y Maruti Suu!i and Suu!i Motor
Corporation. T1e ne5t )eneration C@?en)ine li!e all Maruti Suu!i earlier tec1nolo)ies is
1i)1ly fuel efficient6 -1ile offerin) t1e ,est in refinement and performance. It -ill ta!e t1e
en)ine tec1nolo)y to t1e ne5t le&el in India. +0Star is t1e first car to ,e po-ered ,y C@?
family en)ine. T1e fort1comin) models -ill ,e po-ered ,y ot1er C@? family en)ines.

+t present t1e plant rolls out World Strate)ic Models S-ift 6 +0star E SF# and .Gire. T1e
plant 1as se&eral in0,uilt systems and mec1anisms. T1ere is a 1i)1 de)ree of automation and
ro,otic control in t1e press s1op6 -eld s1op and paint s1op to carry on manufacturin) -or!
-it1 acute precision and 1i)1 Buality.
2
T1is facility 1as an initial capacity to manufacture 1//6/// diesel en)ines a year. T1is -ill ,e
scaled up to 3//6/// en)inesAannum ,y 2/1/.
2. Compan Per!orman$e at a #"an$e
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3
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1
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3. *ision and Core *a"ues S+OT o! Maruti Suzuki
*ision
T1e leader in t1e Indian automo,ile industry6 creatin) customer deli)1t and s1are1oldersK
-ealt1L a pride for India.
Core ,a"ues
Customer O,session
7ast6 7le5i,le and 7ast Mo&er
Inno&ation and Creati&ity
>et-or!in) and partners1ip
Openness and 3earnin)
S+OT -na"sis o! MUL
Strengt%.
1
45cellent ima)e of M23 in compact car se)ment.
7e-er Pro,lem -it1 t1e product compared to ot1er ,rands.
('1 State of +rt s1o-rooms across India.
2$($ Buality ser&ice station.
45port facility at Mundra Port.
45pertise in small car tec1nolo)y.
45tensi&e product portfolio.
Muality products.
45tensi&e sales and ser&ice net-or! =rand stren)t1I
Inte)rated manufacturin) facility.
Maruti 7inanceI
Maruti InsuranceI
+eakness.
Commodit Pri$e RiskI T1is ris! relates to 1i)1er costs due to c1an)es in prices of input
suc1 as 7erro0alloys and non 7erro0alloys6 plastic and ru,,er -1ic1 )o into production of
s-ift.
)/port Rate RiskI Dis! due to fluctuations in forei)n e5c1an)e rates of components6 ra-
materials and &e1icles.
Opportunities
Increased spendin) ,y t1e consumers.
Increased demand for compact cars in India as -ell as a,road.
T%reats
T1reat from competitors li!e Toyota6 <onda6 Vols-e)an etc.
T1reats from commodity price and e5port rate fluctuations.
1
1. Some Important Mi"estones
.ecem,er 1#6 1*'3 % 7irst car6 t1e $*( cc 1atc1,ac! Maruti '// launc1ed
1*'# % Maruti Omni &an launc1ed
1*'" % Maruti Suu!i Gypsy launc1ed
1**/ % T1ree ,o5 1/// cc car Maruti 1/// launc1ed
1**3 % Gen launc1ed
1**# % 4steem 1.3 litre 812*' cc6 t1ree ,o5 car9 launc1ed
1**$ % >e- Maruti '// 8$*( cc6 1atc1,ac! car9 launc1ed in Standard and .elu5e
&ersions
1*** % Wa)on D and =aleno launc1ed
2/// % +lto launc1ed
2//1 % Versa launc1ed
2//2 % +lto 35i % Spin launc1ed6 Wa)on D Pride is launc1ed6 4steem .iesel
launc1ed and all &ariants up)raded
2//3 % T1e ne- Grand Vitara launc1ed
2//# % Maruti Suu!i S-ift launc1ed
2//( % Gen 4stilo and S-ift .Kire launc1ed
2//$ 0 SF# lu5ury Sedan launc1ed -it1 t1e ta)line NMen are ,ac!O
2//' % MSI3 launc1es fift1 -orld strate)ic model +0Star
2//* % Maruti Suu!i launc1es Dit
1
1. Current situation Mi$roen,ironment
Po"iti$a"
T1e 2; 1i!e in t1e e5cise duty announced in t1e 2nion =ud)et 2/1/011 may result in
an increase in t1e prices of automo,iles. T1e effect of t1is de&elopment could ,e
insi)nificant for t1e +# car se)ment.
T1e increase in t1e fuel price proposed in t1e ,ud)et -ould increase t1e ,urden on t1e
consumer ,ut its impact on t1e +# se)ment -ould ,e ne)li)i,le.
T1e increase in -ei)1ted deduction for in01ouse DE. to 2//; from 1"/; and
outsourced DE. from 12"; to 1$"; -ould spur industry focus on inno&ation6 DE.
and product de&elopment t1at -ould increase t1e competi&eness of t1e industry
lon)er term
T1e ,roadenin) of t1e ta5 sla,s -ould ,oost t1e disposa,le income in t1e 1ands of t1e
middle class and is a positi&e si)n creatin) a lar)er customer ,ase for auto sector
+llocation for road transport increased ,y o&er 13; from Ds 1$6"2/ crore to Ds
1*6'*# crore -ill ,e a ,oost to t1e industry
)$onomi$
Indian economy is e5pected to )ro- at a rate of more t1an (; t1is year
T1e +# se)ment is e5pected to )ro- annually at t1e rate of 3/; per year for t1e ne5t
" years
T1e upper middle class se)ment is e5pected to )ro- from 3; in 2/1/ to 12; in 2/1"
T1e people -1o fall under Nric1O se)ment is e5pected to )ro- from 1; in 2/1/ to #;
in 2/1"
T1e Indian economy is e5pected to )ro- at more t1an $; in t1e comin) years after
t1e present slo-do-n.
So$ia"
2
India is t1e #
t1
lar)est country ,y PPP inde5
T1ere is rapid )ro-t1 in ur,aniation
T1e mindset of t1e Indian consumer is c1an)in). 7rom -antin) a compact family car
t1ey 1a&e started to aspire for semi lu5ury and lu5ury cars.
Indian customers are 1i)1ly discernin)6 educated and -ell informed. T1ey are price
sensiti&e and put a lot of emp1asis on &alue for money
Te$%no"og
Wit1 t1e floodin) of )lo,al companies in t1e Indian mar!et6 ad&anced tec1nolo)ies6
,ot1 in product and production processes 1a&e de&eloped.
Wit1 t1e de&elopment of alternate fuels6 1y,rid cars 1a&e made entry into t1e mar!et.
1. Current Marketing Pra$ti$e
Present produ$t "ine o! Maruti Suzuki India Limited
a. Pri$e 0ased $"assi!i$ation
Se)ment + % cars priced lo-er t1an Ds.
3//6///
'//6 Omni6 +lto
Se)ment = % cars priced ,et-een Ds.
3//6/// and Ds. "//6///
4stilo6 +0start6 Dit6 S-ift 6 Wa)on D
Se)ment C % cars priced ,et-een Ds.
"//6/// and Ds. 16///6///
S-ift .ire6 SF#
Se)ment . % cars priced ,et-een Ds.
16///6/// and Ds. 26"//6///
#rand *itara1SU*2
Se)ment 4 % cars priced a,o&e Ds. 26"//6///
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0. Lengt% 0ased $"assi!i$ation
1
Se)ment +1 8Mini9 % cars 1a&in) a len)t1 up
to 36#//mm
'//
Se)ment +2 8Compact9 % cars 1a&in) a
len)t1 of 36#/10 #6///mm
+0start6 +lto6 Dit6 4stilo6 Wa)on D6 S-ift
Se)ment +3 8Mid0sie9 % cars 1a&in) a
len)t1 of #6//10 #6"//mm
SF#6 S-ift .ire
Se)ment +# 845ecuti&e9% cars 1a&in) a
len)t1 of #6"/10 #6$//mm
Se)ment +" 8Premium9 % cars 1a&in) a
len)t1 of #6$/10 "6///mm
Se)ment +( 83u5ury9 % cars 1a&in) a len)t1
of more t1an "6///mm
HsourceI 1ttpIAA---.marutisuu!i.comAJ
HTo see details of t1e current product line of Maruti Suu!i see e51i,it 1J
Maruti Suu!i uses a com,ination of NCounteroffensive defenceO and NContraction
defenceO to defend its mar!et s1are. T1e Contraction defence strate)y can ,e clearly seen in
Maruti p1asin) out Maruti '//. +s on 2/1/ 4uro IV emission -ould come into place in
IndiaKs top 1/ cities. Since t1e sale of t1is model -as constantly on t1e decline6 Maruti
decided not to )o for up )radation and modification. T1e more economically &ia,le option
-as to p1ase out t1e car6 a decision -1ic1 -ould 1a&e no impact on t1e o&erall sales fi)ures.
Pre li,eraliation Maruti Suu!i -as t1e clear mar!et leader in t1e passen)er car se)ment in
India. Post li,eraliation6 -1en many forei)n players started enterin) t1e mar!et -it1 cars
-1ic1 -ere superior to Maruti in all aspects6 MarutiKs mar!et s1are started to decline. To
o&ercome t1is situation Maruti impro&ed t1e tec1nolo)y used in its cars and came out -it1
many ne- models. In its counteroffensi&e defence strate)y6 Maruti too! t1e competition 1ead
on6 launc1in) a full frontal attac! -it1 its ne- models. T1is later on ensured t1at Maruti
re)ained its position as t1e clear mar!et leader in t1e passen)er car se)ment in India.
Present situation
1
Maruti Suu!i is t1e mar!et leader in t1e +2 and +3 se)ments. In t1e +2 se)ment Maruti 1as
a mar!et s1are of "3.3; and in t1e +3 se)ment it 1as a mar!et s1are of #2.$;.Maruti is
currently is e5itin) t1e +1 se)ment ,y p1asin) out its '// model. It -ants to ,ecome a
company -1ic1 is capa,le of satisfyin) t1e needs of customers across se)ments 83u"" market
$o,erage4 segment 0 segment in,asion p"an2. T1e ne5t lo)ical step t1at Maruti s1ould ta!e
to ac1ie&e t1is o,Pecti&e is to enter into t1e +# se)ment. =rea!in) into t1e se)ment may ta!e
time ,ut -it1 t1e 1i)1 )ro-t1 rates e5pected in t1is se)ment it is an opportunity t1at s1ould
not ,e -asted. Maruti Suu!i -ould ,e follo-in) a produ$t de,e"opment strateg -1ere
t1ey -ould ,e introducin) a ne- product into t1e e5istin) mar!et.
HSourceI ---.t1e1indu,usinessline.comAi-A2//*A/*A13AstoriesA2//*/*13"/##11//.1tmJ
1. - 0rie! o,er,ie5 o! $ompetition and Market
T1e # main players in t1e +# se)ment are
1. Toyota Corolla
2. <onda Ci&ic
3. S!oda 8Octa&ia Q 3aura 9
#. Vol!s-a)en :etta
C1e&rolet Cru is a ne- entrant in t1e mar!et
Hfor details &arious models see 451i,it 2J
R S!oda include % S!oda Octa&ia and S!oda 3aura
HPress releases from t1e indi&idual or)aniationsJ
Projected annual growth rate of 30% for the next 5 years.
2//* 2/1/ 2/11 2/12 2/13 2/1# 2/1"
2/#(' 2((/* 3#"*2 ##*$/ "'#(1 $(/// *''//
2
Toyota is t1e present mar!et leader. T1e strate)y it is adoptin) in t1is se)ment is a
com,ination of position defence and Mo,ile defence. Toyota is ,uildin) on its superior ,rand
ima)e and superior performance alon) -it1 lo-er price to defend its mar!et s1are. +t t1e
same time Toyota !eeps on inno&atin) its product to meet t1e e&er c1an)in) needs of t1e
customer.
<onda ci&ic is t1e mar!et c1allen)er. <onda and Toyota are )lo,al ri&als. In t1is se)ment
,ot1 t1e companies 1a&e decided not to )o for a full frontal attac!. =ot1 t1e +ltis and t1e
Ci&ic appeal to different sections in a -ay. T1eir strate)y 1as ,een suc1 t1at t1ey 1a&e
emp1asised t1at t1e Ci&ic is yout1ful6 -1ile t1e +ltis is mature. T1e Ci&ic is s1arp and
desi)ned to loo! Buic! and fast6 -1ile t1e +ltis is rounded and 1as a maPesty of ,earin) -1ile
on t1e mo&e. T1e Ci&ic ,rea!s ne- )round -1en it comes to sedan desi)n6 -1ile t1e +ltis
impro&es upon -1at already -or!s. T1e Ci&ic appeals to t1ose -it1 a sporty mindset6 -1ile
t1e +ltis is for -1om suc1 t1in)s usually donKt matter. T1e +ltis stole Ci&icKs mar!et s1are in
t1is mar!et6 ,y emp1asisin) on t1ese aspects.
Competiti,e !or$es
+# se)ment % determinin) t1e lon) run attracti&eness of t1e mar!et -it1 t1e 1elp of PorterKs
fi&e forces.
1. Treat of intense se)ment ri&alry % +t t1e present moment t1ere are only # players in
t1e mar!et and a ne- entrant. T1e tar)et customers of t1is se)ment is )ro-in) rapidly
in India and t1e sie of t1e pie is increasin) rapidly. 3e&el of se)ment ri&alry is
relati&ely lo- at t1is point in time. T1e different players in t1e se)ment in a -ay are
tar)etin) different sets of people.
2. T1reat of ne- entrants % Wit1 India ,ein) one of t1e fastest )ro-in) economies in t1e
-orld6 t1is -ould ,e t1e perfect mar!et for &arious players to enter.
3. T1reat of su,stitute products is lo-
4. T1reat of ,uyers )ro-in) ,ar)ainin) po-er is 1i)1 as more and more players enter
t1is se)ment
5. T1reat of suppliers )ro-in) ,ar)ainin) po-er is lo-
2
In$ome $"ass 6717 6718
2pper Class
Ds #26/// % Ds '"6///RR
3;R83##3*'$$9 12;R 81(2//////9
Dic1
SDs '"6///RR
1;R811#$**"*9 #;R8"#//////9
RRMont1ly disposa,le income
R; of total population
1. CDM Pro$ess !or Cars in pri$e range o! 1791: "a$ks
T1e consumer decision ma!in) process for cars in t1is se)ment is a &ery 1i)1 in&ol&ement
process ,ecause of t1e follo-in) reasonsI
1. T1e cost of t1e product is 1i)1. <ence 1i)1er t1e importance of ta!in) ri)1t decision.
2. People attac1 t1eir self ima)e -it1 cars -1ic1 t1ey ,uy.
3. T1e decision -ill affect t1e consumers for a lon) duration.
Since6 purc1ase of car is a 1i)1 in&ol&ement decision it )oes t1rou)1 all fi&e sta)es of
consumer decision ma!in).
T1e &arious steps t1at define t1e consumer decision ma!in) process areI
1. Pro0"em Re$ognition. T1is occurs -1en consumers see a si)nificant difference
,et-een t1eir ideal and actual state. T1ey )et t1e notion of ideal state ,ecause of
&arious stimuli -1ic1 can ,e eit1er internal or e5ternal.
a. Past )/perien$e. Consumer past e5perience 1as a si)nificant effect on t1e car
t1ey -ill li!e to purc1ase. T1ey may ,e unsatisfied -it1 t1eir present means of
transport. T1ere can also ,e a failure and lac! of appeal for t1e e5istin) car. T1e
purc1ase decision is aimed at sol&in) t1eir past needs.
b. 3uture -spirations. Consumers can 1a&e &arious future aspirations li!e status6
comfort -1ile dri&in)6 and dri&in) a po-erful car etc.
1
c. Peers. Cars used ,y peers 8friends and family mem,ers9 and &ie-s of peers on
cars si)nificantly affect consumers.
d. Marketing. T1e consumer can ,e attracted to &arious features of t1e car t1rou)1
ad&ertisin) campai)ns launc1ed for t1e product. 7or cars ad&ertisement s1o-n on
TV stimulates consumers t1e most.
1. In!ormation Sear$%. T1e second step to t1e consumer decision process is
information searc1. Information searc1 can ,eI
a. Interna" sear$%. T1e consumer recalls information6 e5periences6 and feelin)s
concernin) &arious cars -it1in t1e price ran)e t1ey are loo!in) at. T1e
information t1at is recalled areI
i. =rands
ii. +ttri,utes
iii. 45periences
a. )/terna" Sear$%. Consumer loo! for information from e5ternal sources li!e
internet6 retailers6 peers6 and &arious ot1er sources of information li!e TV6
ma)aines. T1e most freBuently used sources of information for cars is firstly6
&arious -e,sites on -1ic1 consumers can find detailed information a,out
alternati&e cars and also compare &arious cars. CompanyKs -e,sites also pro&ide
detailed information a,out t1e cars t1ey 1a&e in mar!et. Secondly6 consumer
)at1er information directly from retailers.
1. ),a"uation o! -"ternati,es
.urin) t1e information searc1 and from past e5perience consumers )at1er &arious criteria to
e&aluate a carI
a. Price
,. =rand
c. Maintenance Cost
d. Comfort
1
e. 4ase of a&aila,ility and Buality of ser&ice
f. Po-er
). +ppearance
1. Sie
i. 7uel04fficiency
Consumers )i&e more -ei)1t to t1e criteria t1at are important to t1em. 7or cars in .0se)ment
&arious factors influence t1e criteriaKs for e&aluatin) alternati&es.
1. -geI Consumers -it1in t1e a)e )roup of 1'03" prefers po-er6 style and ,rand ima)e
in t1e )i&en order. Consumer in t1e a)e ,rac!et of 3" and a,o&e prefers comfort6
,rand ima)e6 appearance in t1e )i&en order.
2. In$omeI Consumer ,uys a car t1at can ,e maintained and afforded -it1 1isA1er
respecti&e income. 2pper middle class 8#/6/// % '"6///9 prefers cars -it1 1i)1 fuel
efficiency and lo-er maintenance cost. Dic1 consumers 8income '"6/// and a,o&e9
,uys cars prefers po-erful and stylis1 cars.
3. 3ami"I .ecision to ,uy a car )ets in&ol&ement from t1e entire family. T1e -ei)1ts
)i&en to a,o&e criteria also include preferences for spouse6 parents and c1ildren of a
consumer.
4. Ot1er factors li!e "i!est"e and persona"it of t1e consumer affect -ei)1ts )i&en to
eac1 of t1e a,o&e mentioned criteria.
In t1e e&aluation sta)e6 consumers select a fe- ,rands out of many ,rands a&aila,le in t1e
mar!et.
1. Pur$%ase De$ision. In t1is sta)e consumer selects one ,rand of car out of a fe-
,rands of cars a&aila,le in t1e mar!et. T1e car t1at a consumer ,uys s1ould ran! ,est
in 1isA1er most preferred attri,ute or t1e consumer can ,uy a car -1ic1 meets cut0offs
in all t1e attri,utes.
2. Post9pur$%ase 0e%a,ior. Post0purc1ase ,e1a&ior of consumers depends on -1et1er
1eAs1e is satisfied or dissatisfied -it1 t1e car. + satisfied consumer -ill say positi&e
t1in)s a,out t1e car to ot1ers and is more li!ely to ,uy car of same ,rand in t1e future.
1
+ dissatisfied consumer -ill say ne)ati&e t1in)s6 -ill ne&er t1in! of ,uyin) a car of
t1e same ,rand and in e5treme cases may ta!e a pu,lic action a)ainst t1e ,rand.
1. Market Segmentation
#eograp%i$
De)ion India
Demograp%i$
+)e 1' years and a,o&e
Gender Male E 7emale
Income 2pper class E Dic1
Ps$%ograp%i$
Socioeco
nomic
Classifica
tion
+16 +26 =16 =2 8451i,it 39
3ifestyle
Succeeder 0 Stron) )oal orientationL confidentL 1i)1 -or! et1icL sta,ility.
=rand c1oice ,ased on re-ard6 presti)e 0 t1e &ery ,est. +ttracted to ?carin)?
and protecti&e ,rands .
1
2. T%e produ$t
=asic product
Car =ody Type Sedan
4n)ine type Petrol 6 .iesel
>o of doors #
.isplacement 2///cc
Cylinder #
Transmission Manual
Gears (
Seatin) capacity "
Colours Metallic sil&er6 Dadiant -1ite6 =lac! pearl
metallic
T1e car -ould come in ,ot1 petrol and diesel. =ot1 petrol and diesel -ould 1a&e 2 &ariants
respecti&ely.
Product au)mentation
1
4le)ant interior
<i)1 fuel efficiency
4fficient utiliation of space to )i&e more seatin) comfort and more lu))a)e space
Superior en)ine performance
Superior safety features % daytime runnin) li)1ts6 anti loc!in) ,ra!in) system6
electronic ,ra!in) force distri,ution6 tyre pressure monitorin) system6 traction control
system6 ( air ,a)s.
2$($ ser&ice centers across India -1ic1 ensures ease of ser&ice
1. PRICIN#
a. Pri$ing O0;e$ti,e. Ma/imum market s%are
Since M23Ks &ision is to ,e a leader in Indian automo,ile sector. Products launc1ed ,y it are
aimed at )ettin) ma5imum mar!et s1are in t1e lon) term in t1eir respecti&e se)ment. M23
follo-s a mar!et0penetration pricin) strate)y to fulfil its o,Pecti&e.
0. Determining Demand.
T1e demand for cars in t1is se)ment -ill is e5pected to )ro- at 3/; per year in India. T1e
demand cur&e for cars is 1i)1ly elastic since price in an important attri,ute and plays a maPor
role in consumer decision ma!in) for cars and t1ere is also a si)nificant competition for cars
in t1is se)ment. Pricin) it a,o&e competitorKs price -ill affect t1e sale si)nificantly.
4stimated )ro-t1 rate of sales in t1is se)ment T 3/;
Sales in t1e year 2/1" T *''//
MarutiKs aim in ne5t fi&e years is )ain a mar!et s1are of 1/;
1
4stimated sales for t1is car in 2/1" T 1/; of *''// T *''/
4stimated )ro-t1 rate for t1is carKs sales o&er " years T #/;
So6 4stimated sales of t1is car in t1e current year T 1'3$ units
8 *''/ T 581 Q .#9U" TS 5 T 1'3$ 9
$. )stimating Cost.
T1e num,er of units to ,e produced t1is year T 1'3$ units
4stimated Varia,le Cost T 1.$" lac per unit
4stimated 7i5ed Cost for t1e current year T 11" core
d. -na"zing Competitors<.
Points of parity -it1 competitors
Style and .esi)n.
Sedan in t1e price ran)e of 1/01# lacs
Point of .ifference a)ainst competitors
Po-er.
Milea)e
More seatin) comfort
More lu))a)e space
=etter distri,ution system
+fter sales support.
Competitors Pri$e
Car Name Lo5est Pri$e Top Most Pri$e
C1e&rolet cru Ds. 116"(612* Ds. 1#61#6*#2
Toyota corolla altis 1.' P Ds. 1/6236$"/ Ds. 136126/'/
<onda ci&ic Ds. 126#$6/// Ds. 136#16#//
1
S!oda laura Ds. 1363'6""/ Ds. 1#6((6/("
S!oda octa&ia am,iente 1.' tur,o Ds. 1/6##6#2* Ds. 136216$(3
Vol!s-a)en Ds. 1361*62/* Ds. 1#6#"6"3#
a. Se"e$ting a Pri$ing Met%od.
T1e pricin) met1od used -ill ,e mark-u ricing. T1is pricin) met1od is in accordance -it1
M23Ks o,Pecti&e of ma5imiin) its mar!et s1are.
4stimated &aria,le cost T 1.$" lac per unit
4stimated fi5ed cost T 11" crore
45pected unit sales T 2#// 8for t1e current year9
!nit cost " varia#le cost $ fixed cost % unit sales
T 16$"6/// Q 161"6//6//6/// A 1'3$
T 16$"6/// Q (62(6/2/
T '/1///
>o-6
&arku rice " 'unit cost( % ')-desired return on sales(
.esired return on sales T 2/;
Mar!up price T '/1/// A 8 1 0 .2 9 T 1/6/162$"
Is t%is pri$e ;usti!ied=
1
1. Price is Pustified on t1e ,asis of ,enefits it pro&ides to t1e consumer. T1e follo-in)
are t1e ,enefits t1at en1ances consumer erceived valueI
1. @ias1i is 1i)1 on functional and sym,olic &alue ,ecause of its desi)nin) and
stylin)6 performance6 1i)1er po-er and &arious comfort and safety features.
T1is pro&ides consumers -it1 roduct #enefits.
2. M23 pro&ides e5cellent ,uyin) e5perience -it1 muc1 state of art s1o-rooms.
T1is pro&ides consumers -it1 service #enefits.
3. M23 pro&ides e5cellent after sales ser&icin) to t1e customers. T1is pro&ides
consumers -it1 service #enefits.
4. M23 1as an excellent brand image in compact car se)ment ,uild o&er last
t1ree decades. T1is adds to consumer percei&ed &alue.
1. T1e pricin) of @ias1i is consistent -it1 M23Ks o,Pecti&e of increasin) its mar!et
s1are. Wit1 t1is o,Pecti&e company canKt price it 1i)1er compared to t1e competitors.
Since it -ill end up losin) customers.
2. T1e price of @ias1i is also at par -it1 t1e ,enefits it pro&ides to t1e customers -1ic1
is in accordance to M23Ks ,rand ima)e.
3. T1e price of t1e product is su,Pect to fluctuation in price of ra- materials and forei)n
e5c1an)e rates. Company 1as to c1ar)e for co&erin) t1ese ris!s.
4. T1e pricin) of @ias1i is also consistent -it1 M23Ks o,Pecti&e of pro&idin) Buality
product at lo- cost and en1ance customer satisfaction.
1. P"a$e
1
2. MUL !inan$ia" sta0i"it
1
3inan$ia" Ratios o! MUL $ompared 5it% Toota and Industr -,erage.
Ratio *a"ue Interpretation
Maruti Toato Industr
-,erage
Current Datio 1."1 1.2 1./ <i)1 asset o&er
lia,ilities compared to
t1e industry.
Muic! Datio 1.2( 1.1 /.' <i)1 Buic! ratio
compared to industry
a&era)e and main
competitor.
.e,t 4Buity
Datio
/./$ 1.2# 1.13 Very lo- de,t
compared to 4Buity.
Capa,le to launc1 a
ne- product.
Since6 Maruti 1as 1i)1 ratio compared to industry a&era)e it is in ,etter financial
condition to launc1 t1is car in Indian mar!et.
1
3. C ommuni$ation strateg
Identi!ing t%e target audien$e
=ased on t1e usa)e of t1e product -e feel t1at Maruti Suu!i s1ould tar)et ,ot1 current and ne- users
in t1e se)ment.
Communi$ation o0;e$ti,es
=ased on Rossiter and Percy model6 Maruti Suu!iKs communication o,Pecti&e s1ould ,e a mi5 of
=rand +-areness 0 4nsure t1at t1e customer identifies t1e name N@ias1iO -it1 t1e +#
se)ment cars in India so t1at it could lead to future purc1ase
=rand +ttitude 0 4nsure t1at t1e customer percei&es t1at t1e ,rand -ould ,e a,le to satisfy
1isA1er current rele&ant needs. T1e communication strate)y s1ould ensure t1ere is an
ali)nment ,et-een -1at t1e company is sellin) 8an emotionally appealin) sedan for acti&e
people9 and -1at t1e customer percei&es t1e product to ,e.
Communi$ation design
1. Message strateg
T1e primary of Maruti Suu!i is to enter t1e +# se)ment and in t1e lon) run ,e a car manufacturin)
company -1ic1 can cater to t1e needs of t1e consumers in all t1e car se)ments. 4mp1asis s1ould ,e
)i&en to ,ot1 t1e parent ,rand Maruti Suu!i and t1e ,rand @ias1i. More emp1asis s1ould ,e )i&en
to t1e points of difference t1at @ias1i 1as o&er its competitors.
6. Creati,e Strateg
T1e creati&e strate)y s1ould ,e a com,ination of ,ot1 in!ormationa" appea"s and trans!ormationa"
appea"s. T1e company s1ould communicate t1e ,enefits of t1e car suc1 as po-er6 speed and superior
tec1nolo)y at t1e same time it s1ould also communicate t1e !ind of person -1o -ould use t1is car.
8successful6 professional6 e5citin)9
3
>. Message Sour$e
Communicatin) t1rou)1 un!no-n people -ould ,e t1e ideal strate)y for t1is se)ment. T1e customer
must ,e a,le to see 1imA1erself in t1e s1oes of t1e source. Communicatin) t1rou)1 a cele,rity is not
reBuired.
Tota" $ommuni$ation 0udget
T1e total communication ,ud)et is calculated usin) per$entage o! sa"es met%od. Maruti spends 2;
of its total sales on ad&ertisin). 7or @ias1i -e propose t1at Maruti allocate 1/; of t1e total e5pected
sales in 2/11 as t1e communication ,ud)et.
4stimated mar!et s1are in 2/11 T 1'3$ 8".3; of 3#"*29
+&era)e price of car T Ds 12/////
Communication ,ud)et T 1/;8a&era)e price of carRunits sold9 appro5imately Ds 2// million
Communi$ation Mi/
+d&ertisin)
TV ad&ertisin) % +ds s1ould ,e played durin) prime time in 4n)lis1 ne-s c1annels6
popular 4n)lis1 TV serials. T1is is -or!in) on t1e assumption t1at t1e pro,a,ility of
t1e tar)et customer &ie-in) t1e ad is t1e 1i)1est durin) prime time. T1e ads s1ould
also ,e played durin) non prime time 1ours in t1e nationKs top ,usiness c1annels.
T1ese ads s1ould ,e more to-ards t1e transformational appeal of t1e customer
Print ads % +ds s1ould ,e pu,lis1ed in 4n)lis1 ne-s papers and popular 4n)lis1
,usiness and current affairs ma)aine. T1ese ads s1ould stress on t1e actual product
,enefits
Internet ads % Internet is a maPor source of information for t1e customer. T1e
company needs to promote its car in &arious automo,ile -e,sites and 1a&e a
dedicated site for 1andlin) all t1e potential customers.
Sales promotions
Contests )ames % T1e Company s1ould sponsor certain contests in cric!et or foot,all
s1o-s. T1e contest s1ould ,e in line -it1 t1e ima)e t1e ,rand -ants to portray
1
Premiums and )ifts % +ll t1e purc1ases t1at 1appen in t1e 1
st
year s1ould ,e
accompanied -it1 a )ift ,as!et. T1e contents of t1e )ift ,as!et s1ould 1a&e some
&alue to t1e potential ,uyer.
7airs and trade s1o-s % T1is is somet1in) @ias1i 1as already done. It -as
s1o-cased in t1e 2/1/ +uto e5po in .el1i.
4&ents E 45perience
T1e calendar year is filled -it1 sportin) e&ents suc1 as IP3 and t1e T 2/ cric!et
-orld cup. @ias1i s1ould sponsor t1e man of t1e series a-ard in one of t1ese e&ents.
1. Contingen$ P"an
In t1e -orst case scenario if t1is plan fails6 e5itin) from t1e se)ment is not an option. MarutiKs &ision
is to ,e a leader in t1e automo,ile industry and to ,e a maPor player in t1e industry iitKs crucial to
enter t1e +# se)ment. T1is is a se)ment -1ere t1e sie of t1e tar)et customers are )ro-in) at a fast
rate and at t1e same time t1e num,er of players caterin) to t1e needs of t1ese consumers are relati&ely
lo-. <ence if t1e present plan fails6 Maruti s1ould reposition @ias1i and try and ,rea! into t1e
se)ment a)ain.
1
)/%i0it 1
MO.43 V4DSIO
>
=O.V
STV34
.IM4>SIO
>
1L/+/?2
MI34+G
4
4>GI>
4
724
3
TD+>SMISSIO
>
PDIC4
.el1i e50
s1o-roo
m price
M+D2T
I '//
Maruti
'// 2niB
Maruti
'// Std
3PG
Maruti
'// +C
3PG
Maruti
'// +C
=SIII
Maruti
'// Std
=SIII
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
Sedan
Sedan
333" 5 1##/
5 1#/3 mm
333" 5 1##/
5 1#/" mm
333" 5 1##/
5 1#/" mm
333" 5 1##/
5 1#/" mm
333" 5 1##/
5 1#/" mm
1#.22
!mAliter
1#.2
!mAliter
1#.2
!mAliter
1#.2
!mAliter
1#.2
!mAliter
$*( CC
$*( CC
$*( CC
$*( CC
$*( CC
Petrol
3PG
3PG
Petrol
Petrol
>A+
Manual
Manual
Manual
Manual
Ds.
2621623'
Ds.
26//6/3/
Ds.
261*6"''
Ds.
26/"62$#
Ds.
16'"6$1(
Maruti
4stilo
Maruti
4stilo
VFi +=S
Maruti
4stilo
VFi
Maruti
4stilo
3Fi
Maruti
4stilo 3F
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
3(// 5 1#*"
5 1"*" mm
3(// 5 1#*"
5 1"*" mm
3(// 5 1#$"
5 1"*" mm
3(// 5 1#$"
5 1"*" mm
13.2
!mAliter
13.2
!mAliter
13.2
!mAliter
13.2
!mAliter
**' CC
**' CC
1/(1
CC
**' CC
Petrol
Petrol
Petrol
Petrol
Manual
Manual
Manual
Manual
Ds.
36*$63$'
Ds.
36('63$'
Ds.
36#263$'
Ds.
3613613"
2
Maruti
Dit
Maruti
Dit Vdi
Maruti
Dit 3di
Maruti
Dit G5i
Maruti
Dit V5i
Maruti
Dit 35i
<atc1,ac
!
<atc1,ac
!
Sedan
<atc1,ac
!
<atc1,ac
!
3$1" 5 1('/
5 1(2/ mm
3$1" 5 1('/
5 1(2/ mm
3$1" 5 1('/
5 1(2/ mm
3$1" 5 1('/
5 1(2/ mm
3$1" 5 1('/
5 1(2/ mm
1#.#
!mAliter
1#.#
!mAliter
12.'
!mAliter
12.'
!mAliter
12.'
!mAliter
12#'
CC
12#'
CC
11*$
CC
11*$
CC
11*$
CC
.iese
l
.iese
l
Petrol
Petro
l
Petrol
Manual
Manual
Manual
Manual
Manual
Ds.
#6**6(22
Ds.
#6("6(22
Ds.
#6'/6(22
Ds.
#62/6(22
Ds.
36*/6(22
Maruti
+ Star
Maruti +
Star G5i
Maruti +
Star 35i
Maruti +
Star V5i
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
3"// 5 1(//
5 1#*/ mm
3"// 5 1(//
5 1#*/ mm
3"// 5 1(//
5 1#*/ mm
13.'
!mAliter
13.'
!mAliter
13.'
!mAliter
**' CC
**' CC
**' CC
Petrol
Petrol
Petrol
Manual
Manual
Manual
Ds.
#6/$6"/$
Ds.
36#"6("(
Ds.
36$26(#1
Maruti
nS-ift
Maruti
S-ift
V.i
=SIII WA
+=S
Maruti
S-ift GFI
=SIII
Maruti
S-ift
V.i =SII
Maruti
S-ift 3.i
=SIII
Maruti
S-ift
VFI
=SIII WA
+=S
Maruti
S-ift
VFI
=SIII
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
<atc1,ac
3$(/ 5 1(*/
5 1"3/ mm
3$(/ 5 1(*/
5 1"3/ mm
3$(/ 5 1(*/
5 1"3/ mm
3$(/ 5 1(*/
5 1"3/ mm
3$(/ 5 1(*/
5 1"3/ mm
3$(/ 5 1(*/
5 1"3/ mm
1".#
!mAliter
12.(
!mAliter
1".#
!mAliter
1".#
!mAliter
12.(
!mAliter
12.3(
!mAliter
12#'
CC
12*'
CC
12#'
CC
12#'
CC
12*'
CC
12*'
.iese
l
Petrol
.iese
l
.iese
l
Petrol
Petrol
Manual
Manual
Manual
Manual
Manual
Manual
Ds.
"62(6(#'
Ds.
"61"6'23
Ds.
"6/'63$(
Ds.
#6$#6$3*
Ds.
#6"(6"2/
Ds.
#63$6"/(
3
! CC
Maruti
.Gire
Maruti
.Gire
G.I
Maruti
.Gire
GFI
Maruti
.Gire
V.I
Maruti
.Gire
3FI
Sedan
Sedan
Sedan
Sedan
#1(/ 5 1(*/
5 1"3/ mm
#1(/ 5 1(*/
5 1"3/ mm
#1(/ 5 1(*/
5 1"3/ mm
#1(/ 5 1(*/
5 1
"3/ mm
1#
!mAliter
11.*
!mAliter
1#
!mAliter
11.*
!mAliter
12#'
CC
12*'
CC
12#'
CC
12*'
CC
.iese
l
Petrol
.iese
l
Petrol
Manual
Manual
Manual
Manual
Ds.
(6'26#2(
Ds.
(6/'6"$/
Ds.
(6//6*(3
Ds.
#6$1613*
Maruti
+lto
Maruti
+lto 3Fi
Maruti
+lto 3F
Maruti
+lto Std
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
3#*" 5 1#$"
5 1#(/ mm
3#*" 5 1#$"
5 1#(/ mm
3#*" 5 1#$"
5 1#(/ mm
1#."
!mAliter
1#."
!mAliter
1#."
!mAliter
$*( CC
$*( CC
$*( CC
Petrol
Petrol
Petrol
Manual
Manual
Manual
Ds.
26$26'2"
Ds.
26""6(#/
Ds.
262#6'3(
Maruti
Wa)onD
Maruti
Wa)onD
+F =SIII
Maruti
Wa)onD
VFI
=SIII WA
+=S
Maruti
Wa)onD
3FI .2O
=SIII
<atc1,ac
!
<atc1,ac
!
<atc1,ac
!
3"2/ 5 1#*/
5 1(*/ mm
3"2/ 5 1#*/
5 1(*/ mm
3"2/ 5 1#*/
5 1((/ mm
11.3
!mAliter
12.*
!mAliter
12.*
!mAliter
1/(1
CC
1/(1
CC
1/(1
CC
Petrol
Petrol
3PG
+utomatic
Manual
Manual
Ds.
#62(6('#
Ds.
36'*63$#
Ds.
36"'6($'
Maruti SF# Maruti
SF# VFI
Sedan ##*/ 5 1$3"
5 1"(/ mm
##*/ 5 1$3"
1/.$
!mAliter
1"'(
CC
y
Petrol Manual Ds.
(6#(612(
4
Maruti
SF# G5i
MT
3eat1er
8=SIV9
Maruti
SF# G5i
+T
8=SIV9
Maruti
SF# G5i
+T
3eat1er
8=SIV9
Sedan
Sedan
Sedan
5 1"$/ mm
##*/ 5 1$3"
5 1"$/ mm
##*/ 5 1$3"
5 1"$/ mm
>A+
>A+
>A+
1"'(
CC
1"'( cc
CC
1"'( cc
CC
Petrol
Petrol
Petrol
Manual
+utomatic
+utomatic
Ds.
$6$26/3"
Ds.
'6/36"12
Ds.
'63$6/3"
SOURC)S.
1ttpIAA---.)aadi.comA
1ttpIAA---.caraoo.comA
1ttpIAA---.carde!1o.comAcarsAMaruti
1ttpIAA---.marutisuu!i.comA
5
)/%i0it 6
C%e,ro"et Cruz
Rs. 1148@416A Rs. 1>4>74@AB Rs. 1:41:4A:6
C%e,ro"et Cruze LT C%e,ro"et Cruze LTC C%e,ro"et Cruze LTC -T
3eatures
6
+ir Conditioner
Po-er Windo-s
Po-er Steerin)
+nti03oc! =ra!in) System



7
+ir0=a)s 8.ri&er W Passen)er9 W W W
3eat1er Seats
C. Player

Spe$s C%e,ro"et Cruze LT C%e,ro"et Cruze LTC C%e,ro"et Cruze LTC -T
O&erall 3en)t1 8mm9 #"*$ #"*$ #"*$
O&erall Widt1 8mm9 1$'' 1$'' 1$''
O&erall <ei)1t 8mm9 1#$$ 1#$$ 1#$$
@er, Wei)1t 8!)9 1"2/ 1"2/ 1"#/
Milea)e O&erall 8!mAliter9
Seatin) Capacity 8person9 " " "
>o of .oors # # #
.isplacement 8cc9 1**1 1**1 1**1
Po-er 8PSXrpm9 1"/X#/// 1"/X#/// 1"/X#///
TorBue 8 >mXrpm9 32$X2(// 32$X2(// 32$X2(//
Transmission Type Manual Manual +utomatic
Gears " " (
Minimum Turnin) Dadius 8meter9 ".# ".# ".#
Tyres 2/" A (/ D 1( 2/" A (/ D 1( 2/" A (/ D 1(
Toota Coro""a -"tis
Toota Coro""a -"tis 1.B D Toota Coro""a -"tis 1.B# Toota Coro""a -"tis 1.B# L Toota Coro""a -"tis 1.B* L

Price 8450S1o-room Mum,ai9 Rs. 1746>4E87 Rs. 114B74A>8 Rs. 1>41647B7
3eatures
+ir Conditioner

Po-er Windo-s

Po-er Steerin)
8
+nti03oc! =ra!in) System
+ir0=a)s 8.ri&er W Passen)er9
W
W
W
3eat1er Seats
C. Player
Spe$s Toota Coro""a -"tis 1.B D Toota Coro""a -"tis 1.B# Toota Coro""a -"tis 1.B# L
O&erall 3en)t1 8mm9 #"#/ #"#/ #"#/
O&erall Widt1 8mm9 1$(/ 1$(/ 1$(/
O&erall <ei)1t 8mm9 1#'/ 1#'/ 1#'/
@er, Wei)1t 8!)9 11'/ 12// 121"
Milea)e O&erall 8!mAliter9 11.## 11.## 11.##
Seatin) Capacity 8person9 " " "
>o of .oors # # #
.isplacement 8cc9 1$*# 1$*# 1$*#
Po-er 8PSXrpm9 132X(/// 132X(/// 132X(///
TorBue 8 >mXrpm9 1$/X#2// 1$/X#2// 1$/X#2//
Transmission Type Manual Manual Manual
Gears " " "
Minimum Turnin) Dadius 8meter9 ".3 ".3 ".3
Tyres
1*"A(" D1" Tu,eless
Dadials 1*"A(" D1" Tu,eless Dadials
1*"A(" D1" Tu,eless
Dadials
?OND- CI*IC
?onda Ci,i$ 1.BS MT ?onda Ci,i$ 1.B* -T ?onda Ci,i$ 1.B* MT
Rs. 164:E4777 Rs. 1:41A4777 Rs. 1>4:14:77
3eatures



+ir Conditioner
Po-er Windo-s
Po-er Steerin)



+nti03oc! =ra!in) System
+ir0=a)s 8.ri&er W Passen)er9 W W W
3eat1er Seats
C. Player
Spe$s ?onda Ci,i$ 1.BS MT ?onda Ci,i$ 1.B* -T ?onda Ci,i$ 1.B* MT
O&erall 3en)t1 8mm9 #"#" #"#" #"#"
O&erall Widt1 8mm9 1$"/ 1$"/ 1$"/
O&erall <ei)1t 8mm9 1#"/ 1#"/ 1#"/
9
@er, Wei)1t 8!)9 121/ 12#/ 121/
Milea)e O&erall 8!mAliter9 1/.( *.32 1/.32
Seatin) Capacity 8person9 " " "
>o of .oors # # #
.isplacement 8cc9 1$** 1$** 1$**
Po-er 8PSXrpm9 132X(3// 132X(3// 132X(3//
TorBue 8 >mXrpm9 1$2X#3// 1$2X#3// 1$2X#3//
Transmission Type Manual +utomatic Manual
Gears " " "
Minimum Turnin) Dadius 8meter9 ".# ".# ".#
Tyres 1*"A(" D1" 8tu,eless9 1*"A(" D1" 8tu,eless9 1*"A(" D1" 8tu,eless
S'OD- Laura
Skoda Laura 677A 1.B TSI
-m0iente
Skoda Laura 677A 1.A TDI -T
-m0iente

Price Rs. 1>4>B4887 Rs. 1:4@@47@8
3eatures
+ir Conditioner


Po-er Windo-s


Po-er Steerin)
+nti03oc! =ra!in) System
+ir0=a)s 8.ri&er W Passen)er9 W W
3eat1er Seats


C. Player
10


Spe$s
Skoda Laura 677A 1.B TSI
-m0iente
Skoda Laura 677A 1.A TDI -T
-m0iente
O&erall 3en)t1 8mm9 #"(* #"(*
O&erall Widt1 8mm9 1$(* 1$(*
O&erall <ei)1t 8mm9 1#'" 1#'"
@er, Wei)1t 8!)9 13/" 133"
Milea)e O&erall 8!mAliter9 '.' 12.((
Seatin) Capacity 8person9 " "
>o of .oors " "
.isplacement 8cc9 1$*' 1'*(
Po-er 8PSXrpm9 1(/X#"// 1/"X#///
TorBue 8 >mXrpm9 2"/X1"// 2"/X1*//
Transmission Type Manual +utomatic
Gears ( (
Minimum Turnin) Dadius 8meter9 ".1 ".1
Tyres 1*"A(" D1" 1*"A(" D1"
Skoda O$ta,ia
Skoda O$ta,ia -m0iente 1.B Tur0o
Skoda O$ta,ia -m0iente 1.A
TDi
Skoda O$ta,ia )"egan$e P"us 1.A
TDI

Price Rs. 174::4:6A Rs. 1148@4B1E Rs. 1>4614E@>
3eatures



+ir Conditioner
Po-er Windo-s
Po-er Steerin)
+nti03oc! =ra!in) System

+ir0=a)s 8.ri&er W Passen)er9
W
W W
3eat1er Seats
C. Player
Spe$s
Skoda O$ta,ia -m0iente 1.B
Tur0o
Skoda O$ta,ia -m0iente 1.A TDi
Skoda O$ta,ia )"egan$e
P"us 1.A TDI
O&erall 3en)t1 8mm9 #"/$ #"/$ #"/$
O&erall Widt1 8mm9 1$31 1$31 1$31
O&erall <ei)1t 8mm9 1#"" 1#"" 1#""
11
@er, Wei)1t 8!)9 12(/ 12$/ 12$/
Milea)e O&erall 8!mAliter9 '.*# 13.*#
Seatin) Capacity 8person9 " " "
>o of .oors " " "
.isplacement 8cc9 1$'1 1'*( 1'*(
Po-er 8PSXrpm9 1"/X"$// */X#/// */X#///
TorBue 8 >mXrpm9 21/X1$"/ 21/X1*// 21/X1*//
Transmission Type Manual Manual Manual
Gears " " "
Minimum Turnin) Dadius 8meter9 ".# ".# ".#
Tyres 1*"A(" D 1" 1*"A(" D 1" 1*"A(" D 1"
*o"ks5agen

*o"ks5agen Detta 1.@ Trend"ine
*o"ks5agen Detta TDI 1.A
Com!ort"ine
*o"ks5agen Detta TDI 1.A
Trend"ine

Price 8450S1o-room Mum,ai9 Rs. 1>41A467A Rs. 1@4A:47:6 Rs. 1:4:848>:
3eatures



+ir Conditioner
Po-er Windo-s



Po-er Steerin)
+nti03oc! =ra!in) System
+ir0=a)s 8.ri&er W Passen)er9 W W W
3eat1er Seats 0
C. Player
Spe$s *o"ks5agen Detta 1.@ Trend"ine
*o"ks5agen Detta TDI 1.A
Com!ort"ine
*o"ks5agen Detta TDI 1.A
Trend"ine
O&erall 3en)t1 8mm9 #""# #""# #""#
O&erall Widt1 8mm9 1$'1 1$'1 1$'1
O&erall <ei)1t 8mm9 1#"* 1#*" 1#*"
@er, Wei)1t 8!)9 13#3 1#"* 1#2/
Milea)e O&erall 8!mAliter9 1/.3 12.' 12.'
Seatin) Capacity 8person9 " " "
>o of .oors # # #
12
.isplacement 8cc9 1"*" 1'*( 1'*(
Po-er 8PSXrpm9 1/2X"(// 1/"X#/// 1/"X#///
TorBue 8 >mXrpm9 1#'X3'// 2"/X1*// 2"/X1*//
Transmission Type Manual +utomatic Manual
Gears "
Minimum Turnin) Dadius 8meter9 ".# ".# ".#
Tyres 2/"A"" D1( 2/"A"" D1( 2/"A"" D1(
13
)/%i0it >
4ducation
Occupation SSCA<SC SSCA<SC
>on0
Graduate
GraduateAPost
Graduate
8General9
GraduateAPost
Graduate
8Professionl9
S1op O-ners =2 =1 +2 +2
4mplpyeesI>one =1 +2 +2 +1
4mployeesI101/ =1 +2 +1 +1
4mployeesI1/Q +2 +1 +1 +1
Self 4mployed
Professional
=2 =1 +2 +1
ClericalASalesman =2 =1 =1
Super&isory 3e&el =2 =1 +2
OfficersA45ecuti&e =2 =1 +2 +2
:unior
officersA45ecuti&e0
Middle Seniors
=1 +2 +1 +1
14
)/%i0it :
Performance Deasons
*tenghts +eekness
Marketing
1 Deputation yes M23 ,ein) t1e mar!et leader in India 1as ,uild a stron) reputation o&er t1e years -it1 Buality product and ser&ices.
2 Mar!et S1are Ves Currently Maruti 1as ero mar!et s1are in . se)ment for cars. =ut o&erall its mar!et s1are in India is a,o&e "/;
3 Customer Satisfaction yes It 1as ,een rated first in customer satisfaction amon) all car ma!ers in India from 1*** to 2//* ,y : . Po-er +sia Pacific
" Product Muality Yes ISO *//1I2/// Certified6 International Muality Standards follo-ed ,y Suu!i
( Ser&ice Muality yes Most e5tensi&e ser&ice net-or!6 present in 1/3( cities across India.
$ Pricin) 4ffecti&eness Yes Mar!0up pricinin) 8Suits -it1 o&erall company starate)y of ,ein) a mar!et leader9
' .istri,ution 4ffecti&eness Yes 45tensi&e sales net-or! 83/$ State of +rt s1o-rooms across 1'* cities in India9
1/ Sales force effecti&eness Yes <u)e sales force net-or! all o&er India.
11 Inno&ation effecti&eness Yes T1e @ desi)n en)ines
12 Geo)rap1ical effecti&eness yes
Maruti ser&ice centers are present in 1/3( cities across India and s1o-rooms in 1'* cities. Vearly it e5ports a,o&e "/6/// cars
on an a&era)e.

3inan$e
1 Cost or a&aila,ility of capital Yes 3o- de,t eBuity ratio and 1i)1 current ratio comapred to industry a&era)e
2 cas1 flo- Yes <i)1 cas1 flo-s from opeatin) acti&ities
3 7inancial sta,ililty Yes + cas1 co- in cars mar!et

Manufacturin)
1 7acilities Yes Manufacturin) facilities a&aila,le in Gur)aon and Manesar.
2 4conomics of Scale Yes 3eader in mass production of cars.
3 Capacity Yes Com,ined capacity of $//6/// cars annualy in ,ot1 t1e locations
( Tec1nical Manufacturin) S!ill Yes
M23 tec1nical superiority lies in its a,ility to pac! po-er and performance into a compact6 li)1t-ei)1t en)ine t1at is clean and
fuel efficient.
$ 7luctuation in Various prices Ves
Commodity Price Dis! 8Dis! due to c1an)e in price of inputs9 and 45port Date Dis! 8Dis! due to fluctuations in
forei)n e5c1an)e rates of components6 ra- materials and &e1icles9
' 45port 7acility Yes 45port facility at Mundra Port.
15
16
17