Maruti Suzuki Background

Maruti Suzuki India ltd. commonly referred as Maruti, is a subsidiary company of Japanese automaker Suzuki Motor Corporation. It has a market share of 44.9% of the India passenger car market as of march 2011. Maruti offers a complete range of cars from entry level Maruti 800 and Alto , to hatchback Ritz, A-star ,Swift , Wagon-R , Estillo and sedans Dezire, Sx4, in the 'C' segment Maruti Eecho and Sports Utility vehicle Grand Vitara . It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India, and on 17 September 2007, Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. The company's headquarters are located in New Delhi. In February 2012, the company sold its 10th million vehicles in India. Maruti Suzuki is India and Nepal's number one leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan. The BJP-led government held an initial public offering of 25% of the company in June 2003. As of 10 May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto k 10 car which at the time was the only modern car available in India, its only

competitors- the Hindustan motors and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and manufactured in Pakistan and other South Asiancountries. The company exports more than 50,000 cars annually and has an extremely large domestic market in India selling over 730,000 cars annually. Maruti 800, till 2004, was the India's largest selling compact car ever since it was launched in 1983. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts. Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi. Maruti Suzukis Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. Manufacturing facilities Maruti Suzuki has two state-of-the-art manufacturing facilities in India. Both manufacturing facilities have a combined production capacity of 1,250,000 vehicles annually. Gurgaon Manufacturing Facility: - The Gurgaon Manufacturing Facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km2). All three plants have an installed capacity of 350,000 vehicles annually but productivity improvements have enabled it to manufacture 700,000 vehicles annually. The Gurgaon facilities also manufacture 240,000 K-Series engines

annually. The entire facility is equipped with more than 150 robots, out of which 71 have been developed in-house. The Gurgaon Facilities manufactures the 800, Alto, WagonR, Estilo, Omni, .Gypsy

Maruti

Suzuki

India

Limited

Type Traded as

Public BSE: 532500 NSE: MARUTI BSE SENSEX Constituent

Industry Predecessor(s) Founded Headquarters

Automotive Maruti Udyog Limited 1981 New Delhi, India

Key people

ShinzoNakanishi (CEO & MD)

Products Revenue Net income Employees

Automobiles 37,522 crore (US$7.49 billion)(2010-11) 2,288 crore (US$456.46 million)(2010-11) 6,903 (2011)

Parent

Suzuki Motor Corporation

Website

www.marutisuzuki.com

Research objective
Primary objective
To find the reason behind the decline in sales of Maruti Suzuki.

Secondary objective
What factors affecting sales? What is the customers perception from Brand Maruti? What is the customers expectation from Brand Maruti? What is the purchase decision making criteria of customer while making purchase decision? What is customer level satisfaction of the Maruti Suzuki?

Research Methodology

1. Research Design
The research design of the project is descriptive as it describes data and characteristics associated with the population availing Maruti Suzuki Car.

SURVEY DESIGN
The study is a cross sectional study because the data were collected at a single point of time by the Car Dealers of the Maruti Suzuki.

RESEARCH PERIOD Research work is only carried from 1 to 2 weeks.

2. Sampling Design
Sampling refers to selecting some of the elements in a population by which one can draw conclusions about the entire population.

Population Population is finite number of elements which the researcher is going to target in particular area. All Car Dealer of Maruti Suzuki in Lucknow city form the population for the study.

 Sampling Unit Sampling Unit is the single unit of the population. Car dealer of Maruti Suzuki form the sampling unit of the study.

Sampling Technique
The selection of the respondents was done on the basis of convenience Sampling based on the non-probability method of sampling. Since, in our research, we are selecting all Car dealer only which belongs to Lucknow city area. They are countable and very limited in number; therefore we can easily conduct our study according to our convenience.

3. Sample size
Sample size is the size of sample drawn from the population which is the true representative of the research. Since in our research, the population which we have selected is very much less therefore the sample size is same as of the population.

4. Analysis Techniques
For the purpose of analyzing, raw data was summarized in a master table and from this table the results have been carried out. The questions having multiple/ alternative choices were analyzed by taking percentages. In the case of questions on likert scale, the mean scores were calculated.

In case of ranking questions the total score has been added and final ranking is given by calculating mean. In case of checklist questions the average of total no. of responses was calculated. In case of explanatory questions, the general suggestions were summarized.

HYPOTHESIS TAKEN
In our study we have taken certain assumption in order to attain the objective and to draw the conclusion. The Hypothesis in our research is as follows: Car Dealer has accurate information of the customer. Car Dealer has all the knowledge of the market and knows each and every aspects of Car Industry. The result of this study is based on the Lucknow city only but will be uniformly applicable throughout the country. The customer shares there all mindset with the Car dealer without any hesitation and reluctance.

QUESTIONNAIRE

1. NAME -------------------------------------------------------------------2.FROM HOW LONG YOU HAVE BEEN DEALING WITH CARS 1-3 YEARS 3. CITY DELHI MUMBAI OTHER 4-7 YEARS ABOVE 7 YEARS

4. WHO IS YOUR MAJOR CUSTOMER BUSINESS MAN STUDENT SERVICE OTHER

5. WHO IS YOUR KEY CUSTOMER MALE FEMALE

6. WHICH RANGE OF CARS IS MORE PREFERED

LESS THAN Rs.4 LAKHS LAKHS

LESS THAN Rs.6 LAKHS

MORE THAN Rs.6

7. WHICH MODEL OF MARUTI SUZUKI IS MORE IN DEMAND ALTO ZEN ESTILO

WAGON-R OTHER

SX4

8. ARE THE CUSTOMERS SATISFIED WITH THE PRESENT VERSIONS OF MARUTI SUZUKI

9. ARE CUSTOMERS SATISFIED WITH AFTER SALES SERVICE

10. DO YOU WITNESS FALL IN REVENUE AFTER MANESAR PLANT LOCK OUT YES NO

11. DID YOU FACE STOCK-OUT SITUATION DURING THE LOCK OUT PERIOD AGREE DISAGREE

12. ARE YOU SATISFIED WITH THE CUSTOMERS RESPONSE TOWARDS NEW PRODUCT LAUNCH

13. ARE YOU SATISFIED WITH THE ADVERTISING CAMPAIGNS TAKEN BY MARUTI SUZUKI

14. HAVE YOU EVER THOUGHT OF SWITCHING MARUTI DEALERSHIP WITH OTHER AUTOMOBILE COMPANY YES NO

15. DO YOU THINK ADVERTISING INFLUENCE END COUSTOMERS PURCHASE DECISION? YES NO CANT SAY

16. DO YOU KNOW WHO IS BRAND AMBASSADOR OF MARUTI SUZUKI ? IF YES, NO

THEN NAME____________________________

17. WOULD YOU LIKE TO GIVE SOME SUGGESTIONS ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

RECOMMENDATIONS AND SUGGESTION

I would like to suggest MARUTI SUZUKI to work on their advertisements and make them effective.

MARUTI SUZUKI must target middle class only not premium products like MARUTI ALTO.

MARUTI SUZUKI has still scope of improvements in their value added services like after sales service .

MARUTI SUZUKI must continuously watch the competitive environment and customers.

BIBLIOGRAPHY

www.WIKIPEDIA.COM www.google.com www.autocarindia.com Hindustan times (newspaper) Business today( fortnight magazine) Principles of Marketing XI Edition By: - Philip Kotler & Gary Armstrong Consumer Behavior By: - Leon G. Schiffman, Leslie, Lazar Kanuk Marketing By: - Michael J. Etzel, Bruce J. Walker Advertising theory & practices By: - Chunawalla, Kumar, Sethia, Subramanian, Suchak