4p Analysis of Maruti Suzuki

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  • Topic: Maruti Suzuki, Suzuki, Suzuki SX4
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  • Published : November 28, 2012
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Analysis Of Maruti Suzuki- A Marketing Perspective |
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OVERVIEW
Maruti Suzuki India Limited is a publicly listed automaker in India. Maruti Suzuki is India's leading automobile manufacturer and the market leader in the small car segment, both in terms of volume of vehicles sold and revenue earned. It is largely credited for having brought in an automobile revolution to India. More than half the cars sold in India are Maruti cars. The company is a subsidiary of Suzuki Motor Corporation, Japan. 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 Kei car which at the time was the only modern car available in India, and its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. So much so Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model The company exports more than 50,000 cars annually and has an extremely large domestic market in India selling over 730,000 cars annually. In 2008 Maruti-800 crossed the 25 lakh mark and MSIL celebrated its Silver Jubilee. By 2009 MSIL’s Capacity to manufacture expanded from 800,000 to a million units (Gurgaon plus Manesar plants) annually. Currently, Maruti Suzuki Alto tops the sales charts but Maruti Suzuki's Swift has taken over these titles by 19000 models in April 2012. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzuki’s technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel efficient. Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. It has been rated first in customer satisfaction among all car makers in India from 1999 to 2009 by J D Power Asia Pacific.

VISION| VALUES|
“The leader in the Indian Automobile Industry, creating customer delight and shareholders’ wealth: A pride of India.”| * Customer Obsession * Flexible and Fast Mover * Innovation and Creativity * Openness and Learning|

PRODUCT PORTFOLIO
Current Sale of Automobiles| * 800 * Omni * Gypsy * WagonR * Alto * Swift * Estilo * SX4 * Swift DZire * A-Star * Ritz * Eeco * Alto K10 * Ertiga * Alto 800| Imported| * Grand Vitara * Kizashi|

Discontinued Car Models| * 1000 * Zen * Esteem * Baleno * Versa * Grand Vitara XL7|

STP ANALYSIS
SEGMENTING
Based on the economic strata the Indian automobile consumer segment is divided in 5 categories: ·         Economy (priced less than 3 lakhs)
·         Mid –range (priced between 3-5 lakhs)
·         Luxury (priced between 5-10 lakhs)
·         Premium (price ranges from 10-20 lakhs)
·         Super-premium (priced above 20 lakhs)

The economic segment caters to the need of the rural and the semi urban population, whereas the mid-range segment takes care to the needs of all the 3 i.e rural, semi-urban and urban population. The luxury segment takes care of the semi-urban and the urban population and as there are no cars of Maruti in the super-premium segment so the needs of the affluent class is not fulfilled.

TARGETING
Maruti is segmented also on the basis of income groups present in the country i.e. the people having an income of 3 lakhs per annum consider cars of economy range which are Maruti 800, Alto and the Maruti Omni. People having falling in the income range of 3-5 lakhs per annum consider the mid-range segment of the Maruti cars which include A-Star,Swift and Versa. The people with an income more than 5 lakhs per annum mainly considers car in the luxury and premium segment of Maruti cars such as SX4, Ritz, Kizashi and the Grand Vitara. Maruti faces stiff competition from Chevrolet Beat, Tata’s Indica, Fiat’s Punto and Hyundai’s i10 in the automobile sector....
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