Marketing Stratergies of Maruti Suzuki

Topics: Maruti Suzuki, Suzuki, Automotive industry Pages: 30 (7704 words) Published: July 1, 2013
A STUDY OF MARKETING STRATEGIES OF MARUTI SUZUKI

INDEX
S.No. Topics
1. Introduction
1.1 Indian Automobile Industry
1.2 History
1.3 Overview
2. An Introduction to Maruti Udyog Ltd.
2.1 Products of Maruti Suzuki
2.2 Competitors of Maruti Udyog Ltd.
3. Competitors of Maruti Suzuki Swift
4. Marketing Mix
5. Swot Analysis
6. Research Methodology
6.1. Objectives of the Study
6.2. Data Collection Tools
6.3. Limitations
7. Analysis
8. Conclusions & Recommendations
9. Annexure
9.1. Bibliology
9.2. Questionnaire

INTRODUCTION

AUTOMOBILE INDUSTRY:
The automobiles sector is divided into 4 segments-two wheelers(mopeds,scooters,motorcycles) passenger vehicles (passenger cars, utility vehicles, multi-purpose vehicles), commercial vehicles (light and medium-heavy vehicles), and three wheelers (passenger carriers and good carriers).

INDIAN AUTOMOBILE INDUSTRY

One of the major global automotive industries in the coming years. A number of domestic companies produce automobiles in India and the growing presence of multinational investment, too, has led to an increase in overall growth. Following the economic reforms of 1991 the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. The monthly sales of passenger cars in India exceed 100,000 units.

History
In 1953, the government of India and the Indian private sector initiated manufacturing processes to help develop the automobile industry, which had emerged by the 1940s in a nascent form. Between 1970 to the economic liberalization of 1991, the automobile industry continued to grow at a slow pace due to the many government restrictions. A number of Indian manufactures appeared between 1970-1980. Japanese manufacturers entered the Indian market ultimately leading to the establishment of Maruti Udyog. A number of foreign firms initiated joint ventures with Indian companies. Timeline of Indian automobile industry:

• 1897 First Person to own a car in India - Mr. Foster of M/s Crompton Greaves Company, Mumbai • 1901 First Indian to own a car in India - Jamshedji Tata • 1905 First Woman to drive a car in India - Mrs. Suzanne RD Tata • 1905 Fiat Motors

• 1911 First Taxi in India
• 1924 Formation of traffic police
• 1928 Chevrolet Motors
• 1942 Hindustan Motors
• 1944 Premier Auto Limited
• 1945 Tata Motors
• 1947 Mahindra Motors
• 1948 Ashok Motors
• 1948 Standard Motors
• 1974 Sipani Motors
• 1981 Maruti Udyog
• 1994 Rover Motors
• 1994 Mercedes Benz
• 1994 Opel
• 1995 Ford Motors
• 1995 Honda SIEL
• 1995 Reva Electric Car Company
• 1995 Daewoo Motors
• 1996 Hyundai Motors
• 1997 Toyota Kirloskar Motors
• 1997 Fiat Motors (Re-Entry)
• 1998 San Motors
• 1998 Mitsubishi Motors
• 2001 Skoda Auto
• 2003 Chevrolet Motors (Re-Entry)
Following the economic reforms of 1991, the automobile section underwent delicensing and opened up for 100 percent Foreign Direct Investment. A surge in economic growth rate and purchasing power led to growth in the Indian automobile industry, which grew at a rate of 17% on an average since the economic reforms of 1991. The industry provided employment to a total of 13.1 million people as of 2006-07, which includes direct and indirect employment. The export sector grew at a rate of 30% per year during early 21st century. However, the overall contribution of automobile industry in India to the world remains low as of 2007. Increased presence of multiple automobile manufacturers has led to market competitiveness and availability of options at competitive costs. India was one of the largest manufacturers of tractors in the world in 2005-06, when it produced 2,93,000/- units. India is also largely self-sufficient in tyre production, which it also exports to over 60 other countries. India produced 65 million tyres in 2005-06.

Overview
Pran Tiku (2008)—on the subject of automobile...
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