Study of Maruti Suzuki Alto

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SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT|
STUDY OF MARUTI SUZUKI ALTO SDM IMD| REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT| |

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Submitted to,
Dr. H GAYATHRI
Submitted by,
Anuja Rani (12128)
Harish K P (12140)
Namratha Subramani (12152)
Roshan V Shetty (12158)
Sriharsha V (12170)

Contents
ACKNOWLEDGEMENT3
INDIAN AUTOMOBILE INDUSTRY4
Historical Background4
Trends in Production6
Drivers of Indian Auto Industry8
Growth forecasts for Indian auto industry10
Current industry scenario10
MARUTI SUZUKI INDIA LIMITED12
VISION13
Manufacturing Excellence13
Maruti Suzuki and Motor Sport14
FINANCIAL PERFORMANCE OF MARUTI SUZUKI INDIA LIMITED14
SALES AND SERVICE NETWORK16
ALTO – Let’s GO19
Alto Variants19
SALES GROWTH OF MARUTI ALTO20
STUDY OF ALTO IN THE CONTEXT OF MARKETING21
SWOT ANALYSIS21
STRENGTHS21
WEAKNESSES21
OPPORTUNITIES22
THREATS22
MARKETING MIX23
PRODUCT23
PRICE23
PROMOTION24
PLACE24
SEGMENTATION, TARGETING AND POSITIONING24
Segmentation24
Targeting25
Positioning25
COMPETING PRODUCTS26
Hyundai Motor India Limited26
Models26
Hyundai EON27
Tata Motors27
Models27
Tata Nano27
General Motors India Private Limited28
Models28
Chevrolet Spark28
COMPARISON WITH COMPETITORS29
References30

Figures and Tables
Figure 1: Category-wise automobile production4
Figure 2: Production Trend6
Figure 3: Percentage change in production7
Figure 4: Trends in production, sales and exports of automobiles8
Figure 5: Key drivers of Indian Auto Industry9
Figure 6: Sales growth of MSIL14
Figure 7: Profit after Tax and Sales Value15
Figure 8: Company Networth over Years15
Figure 9: Growth in Sales Network16
Figure 10: Market share of Passenger car segment. Source SIAM, 12/200917

Table 1:Category-wise sales and production of automobile in India7
Table 2: Indian pockets growing deeper9
Table 3: Maruti's Competitors across various segments18
Table 4: Variants of Maruti Alto20
Table 5: Pricing of Maruti Alto Variants23
Table 6: Comparison of Alto with Competitors Products29

ACKNOWLEDGEMENT

The successful completion of this project would not have been possible without the help and constant support of many involved directly or indirectly. The team is grateful to Dr. H Gayathri, Dean – Administration and Professor, SDMIMD, Mysore for giving us an opportunity to conduct this study. The Management and administration of SDMIMD, Mysore has supported and guided us throughout and no amount of words can express our gratitude towards them. Last but not the least; the team is thankful to their parents and family members for their constant support. Group VIII, Section C

PGDM 2012-14

INDIAN AUTOMOBILE INDUSTRY

Indian automobile industry is one of the fastest growing in the world. It is one of those manufacturing industries which have grown significantly since the liberalization of India’s economy in 1990s. The industry is also known for many innovations. In 2010, India has emerged as the second fastest growing car market in the world next only to China. Sales of two wheelers crossed 10 million units during the year, a first, with all major two-wheeler manufactures registering high double digit growth. India in 2010 is the largest tractor manufacturer, second largest two wheeler manufacturer, fifth largest commercial vehicle manufacturer and the eleventh largest car manufacturer in the world.

Figure 1: Category-wise automobile production

Historical Background

Since its establishment, the Indian automobile industry has undergone constant evolution. Some of the famous car that was manufactured in those times was...
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