Академический Документы
Профессиональный Документы
Культура Документы
(Batch 2011-13)
TABLE OF CONTENT
SR. NO. 1 2 3 4 5 6 7 8 9 10 11 12 Executive Summary Define the Industry Portfolio Analysis of Industry Attractiveness of Industry Value Chain of Maruti Suzuki Porters generic Strategy Added Value Concept Cost Component Willingness to Pay Component Overcome the Threats Scope of Further Growth of Company Conclusion and Learning SECTION PAGE NO. 2 2 4 5 6 8 9 10 11 12 12 13
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1. EXECUTIVE SUMMARY
Maruti Suzuki a leading car maker in India is a subsidiary of Suzuki Motor Corporation of Japan. Maruti is a market leader in mid-size segment of cars and has a market share of around 42% in mid-size segment cars. Best selling cars of Maruti include Swift, Swift Dzire, Alto, and Ertiga. They have production on economies of scale and works on cost effectiveness. Maruti has manufacturing plant in Manesar and Gurgaon and they are coming up with plant in Gujarat to make India a hub for mid-size cars. They also have a research and design center at Haryana. Maruti Belongs to an Automobile Industry which has tough competition from other major players after liberalization when companies like Hyundai, Honda, Skoda, Toyota, Volkswagen have started selling cars in India. The core competencies of Maruti include strong customer base and brand image, well developed sales and service network and strong knowledge of Indian markets. Analysis based on BCG matrix and GE matrix is also performed in order to understand brand marketing and product management to help a company decide what products to add to its product portfolio, and which market opportunities are worthy of continued investment. Attractiveness of the Industry is analyzed through Porters Five forces and also Value Chain to get idea about how the operational activities and production activities are performed in compliance to have cutting market competition. Porter Generic strategy to understand about cost, differentiation and focus strategy and the added value so that customer can differentiate Maruti product with the other leading companys product and its competitive advantage. Marutis leadership is market is due to its cost advantage which is least among all the other players in market and its lower maintenance cost. The willingness to pay is also very high because customers can easily pay required cost because they are getting what they are expecting and also cost is low. Maruti has threat from imitations, Substitute, slack and Holdup which has proven problems for the company in recent past but still they had overcome them to prove there cost leadership and market leader. Further companies future growth and prospects is discussed to get clear picture how companies expands and which new products company is launching to maintain and retain market share.
hatchback Ritz, A-Star, Swift, Wagon-R, Estillo and sedans Dzire, SX4, in the 'C' segment Maruti Eeco, Multi-Purpose vehicle Ertiga 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.
C. To stay away from ultra-low cost segment. D. To make India an exclusive small car manufacturing base to leverage frugal engineering. E. To establish R&D facility in India to produce cars in India, starting from design till production
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STAR: The Company has long run opportunity for growth and profitability. They have high relative market share and high growth rate. SWIFT, SWIFT DEZIRE AND ZEN ESTILO is the fast growing and has potential to gain substantial profit in the market. QUESTION MARK: These are also called as wild cats that are new products with potential for success but there cash needs are high and cash generation is low. MARUTI SX4, GRAND VITARA, RITZ fall in the category of question mark CASH COW: It has high relative market share but compete in low growth rate as they generate cash in excess of their needs. ALTO AND WAGNOR have fallen to ladder 3 & 4 due to introduction of ZEN ESTALIO and A STAR. DOG: The dogs have no market share and do not have potential to bring in much cash. Business of SX4, OMINI, and VERSA has liquidated and trim down.
GE MATRIX OF MSIL
The GE matrix is an alternative technique used in brand marketing and product management to help a company decide what product(s) to add to its product portfolio, and which market opportunities are worthy of continued investment.
Investment & Investment & growth growth SWIFT ALTO Investment & Selectivity/earnings growth SWIFT SX4 DEZIRE Selectivity/ earnings WAGON R Harvest VERSA
MEDIUM
LOW
Harvest OMNI
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a) Threat of New Entrants: Increasing Although most of the major global players are present in the Indian market; few more are expected to enter due to the welcoming government policies and expected retaliation. b) Threat of Substitutes: Low to Medium Maruti Suzuki faces serious threat from consumer shifting to hybrid or electric cars. Currently, the electric car market in India is dominated by sole player Reva Electric Car Company. However brands like Tata Motors, Chevrolet and Nissan are also planning to launch their electric car this year. c) Bargaining power of Supplier: Low Automakers are the key to the supply chain of the automotive industry. Maruti Suzuki has manufacturing units where engines are manufactured and parts supplied by first tier suppliers and second tier suppliers are assembled. There are a large number of automobile component suppliers whose switching costs are very high. Thus reducing the bargaining power of the suppliers d) Bargaining power of buyers: Increasing Today, consumers are considered kings in the automobile market. There is an increasing awareness among them and they are given a humongous number of choices. Buyers get incentives in the form of cost discounts and better after sales services. This further increases the bargaining power of the buyers. e) Competitive Rivalry: High Competition in certain segments is very high e.g., small and mid-car segment. Brands like Hyundai, Chevrolet, Tata and Skoda have given huge competition to Maruti Suzuki. In the recent past Volkswagen, Honda, Ford has also given competition to the premium car segment.
Porter distinguishes between primary activities and support activities. Primary activities are directly concerned with the creation or delivery of a product or service i.e. operational. Each
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of these primary activities is linked to support activities which help to improve their effectiveness or efficiency.
2) Technology Development Technology development includes research and development, process automation, and other technology development used to support the value chain. a) Research & Development (R&D) b) Technology absorption, adaptation and innovation 3) Human Resource Management Activities associated with recruiting, training, development and compensation of employees. 4) Firm Infrastructure Firm infrastructure consists of general management, planning, finance, accounting, legal, government affairs and quality management. Kaizen - Maruti had adopted the Japanese management concept of Kaizen, or continuous improvement. The Kaizen activities had resulted in the improvement of the in-house capabilities. For example, they had manufactured 25 multi-axis robots and 16 multi-spot welders.
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World Strategic Models Swift, A-star, SX4 and swift Dzire. The plant at Manesar is the company's fourth car assembly plant and has a capacity of 300,000 cars per year. Differentiation - creating something that is perceived industry wide as unique. Differentiation can take many forms - Brand name- Maruti Suzuki Technology- The highly fuel efficient, technologically advanced K series engines have been very well appreciated by our customers for their performance. Service- Best Service/highest no. of service centers Dealer Network Highest Quality- Value for money Performance Mileage Best match with Indian road conditions Less Maintenance cost Resale price
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8. COST COMPONENTS
The cost components are basically the group of cost origins for the organization. Cost Components of any Automobile Company like Maruti Suzuki include Prime Cost, Works Cost, and Cost of production and Total Cost. Prime Cost It consists of costs of direct material, direct labour and direct expense specifically attributable to the job. This is also known as flat, direct or basic cost. Costs involved in this are the main costs with the help of which the core products that the company is indulged in are produced. Egg.:- costs in procuring raw materials for production of the cars, payment to labour involved in production activities etc. Works Cost It comprises of prime cost and factory overheads, (cost of indirect material, indirect labour and indirect expenses related to factory works). This cost is also known as factory cost, production or manufacturing cost. Costs involved in this are Complementary to the Prime costs of the business and includes those things which directly doesnt involve in production of the goods. Egg.:- Payment of wages to employees such as supervisors, guards etc. Cost of Production It is the sum total of works cost and office and administrative overheads (Cost of indirect material, indirect labour and indirect expenses related to office works). This cost is known as office cost. Costs involved in this are the Office and Administrative Expenses i.e. the salaries of the office employees and managers. Improvement in Cost Component Prime Cost component is the one which can be improved and is the one on which the company is taking steps to improve because of the foreign exchange fluctuations and higher input costs. The company has initiated measures to step up localization levels and to pare the number of tier-I suppliers over the next two-three years, cutting down component imports, improving yield and enhancing the usage of raw materials. Consolidating its supplier base to increase sourcing from a smaller and more stable base of tier-I vendors to bring down logistics costs and to leverage economies of scale while inking sourcing pacts. Maruti Suzuki sources 10 per cent of components directly from foreign markets, while another 15 per cent are imported by its vendors. To reduce exposure to forex fluctuations, the company has decided to cut direct and indirect imports of components by half over the next three years.
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9. WILLINGNESS TO PAY
Customers prefer and give value to the convenience provided by one stop shopping as it gives broad scope. It gives the customer the experience of one single point of contact for sales service and other support which they can provide. Maruti Suzuki is providing the same with so many features mentioned below:
Maruti Suzuki to reducing the weight of the vehicle and cost which enables the company to achieve the economies of scale. Maruti Brand loyalty is very high in small cars so, it very difficult for the competitor to imitated the brand loyalty and customer satisfaction. Substitution - The threat of substitution is medium, there are various substitution product of Maruti like bus, trains, aircraft etc. and also company facing a competition from Chinese car. Hyundai, Nissan has come up with really impressive cars to challenge the dominance of Maruti. To response this and maintain its dominance in small segment, the Maruti announces WagonR r and Alto 800 in the year 2012-2013. Hold up It refers to delays in you delivering your service or product at the specified price and time. Recently, Maruti Swift runs out of stock because the company is not expected to revive production at the violence-hit Manesar plant, its sole manufacturing facility. This will likely to further increase the waiting period for customers, affect suppliers dependent on the car, and hit sales. It will lead the competitors like Hyundai, may get additional customers for its launched i20 hatchback. Tata Motors may also witness higher demand for its IndigoIndica range in coming months. Slack - The silent killer of small business, theft, absenteeism, non-engagement and waste or ineffective use of current resources. The companies facing a problem of innovation because company is still focus on old cars and upgraded models
The companys network of sales and services outlets continues to be its strength. Network is set to expand in the future and it will help to tap opportunities in the country. Manesar Plant reopens under full security of employees MSIL to fast track its New alto launch which is priced about 2 lakhs, Suzuki making MSIL a small car manufacturing hub, Volume growth of 10.8% for FY2012 Company facing slowdown as the demand environment is impacted Share in diesel vehicle is 38% during 1st quarter FY13 Net sales grew by 27.5% yoy to Rs.10,778cr in 1st quarter FY13, EPS Estimates to be INR 66.87 and ROE of 12.1% for FY2013, Expected significant volume growth of 15% for FY13 Coming up with new plant and Skill development center in Gujarat and R&D center in Haryana
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