Company Profile

Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to meet the growing demand of a personal mode of transport caused by the lack of an efficient public transport system. It was established with the objectives of - modernizing the Indian automobile industry, producing fuel efficient vehicles to conserve scarce resources and producing indigenous utility cars for the growing needs of the Indian population. A license and a Joint Venture agreement were signed with the Suzuki Motor Company of Japan in Oct 1983, by which Suzuki acquired 26% of the equity and agreed to provide the latest technology as well as Japanese management practices. Suzuki was preferred for the joint venture because of its track record in manufacturing and selling small cars all over the world. There was an option in the agreement to raise Suzukis equity to 40%, which it exercised in 1987.Five years later, in 1992; Suzuki further increased its equity to 50% turning Maruti into a non-government organization managed on the lines of Japanese management practices. Maruti created history by going into production in a record 13 months. Maruti is the highest volume carmanufacturer in Asia, outside Japan and Korea, having produced over 5 million vehicles by May 2005. Maruti is one of the most successful automobile joint ventures, and has made profits every year since inception till 2000-01. In 2000-01, although Maruti generated operating profits on an income of Rs 92.5 billion, high depreciation on new model launches resulted in a book loss.

Vision
The leader in the India Automobile Industry, Creating Customer Delight and Shareholders Wealth; A pride of India

Mission
To provide maximum value for money to their customers through continuous improvement of products and services. Maruti has a network of 391 sales outlets across 230 cities all over India. The service network covers 1,113 towns and cities, bolstered by 2,142 authorized service outlets. The company's change in strategy and emphasis on developing effective marketing communications was their highlights.

Product Profile of Maruti

MARUTI 800 - CHANGE YOUR LIFE It has gone beyond being just a car; it has actually changed the lifestyles of countless people, by bringing the joy of motoring to millions across the length and the breadth of the country. Standing testimony to this claim is the fact that more than 2 millions Maruti 800s have been sold till date. Today, India best selling continues to be the final word on value and economy at the entry-level segment.

ALTO - LETS GO
The alto is a great combination of economy, practicality and styling. A runaway success on the roads of Europe, it exemplifies the benchmark in build, quality and reliability in a compact car. This is testified by the 24 hour endurance record set on August 3, 2003 of covering 3082 kms in 24 hours at an average speed of 128 kmph.

WAGON R-INSPIRIED ENGINEERING

The Wagon RS original tall body design, spaciousness, ergonomically designed interior and flexible seating all set it apart from other cars. It complements the buyers unique personality enables him to live a multidimensional life by the sheer excellence of its engineering and its versatility.

ZEN SURRENDER TO THE NEW ZEN

If you are looking for a car with drop dad looks and unmatched performances, then you need look beyond the Zen. With its new contemporary and aggressive look, the Zen preserves its core values of driver appeal, unmatched reliability and economy. 600000 satisfied customers in India and around the world bear testimony to this fact.

OMNI FITS ALL

The Omni is truly Indias Original Multipurpose Vehicle. Today it is av ailable in six avatars 5 seater, 8 seater, cargo, ambulance, CNG and LPG. It meets diverse needs across different user segments and can double up both as a people carrier and a goods carrier. This faithful workhouse is easy on the pocket, yet tough on the job.

VERSA - THE JOY OF TRAVELLING TOGETHER

Equipped with twin AC, large sliding doors and flexible seating, the Versa encourages families and friends to enjoy long drives and gateways together. In spite of being so spacious, its design allows for easy manoeuvrability in the city. ESTEEM PERFORMANCE, QUALITY AND FUEL EFFICIENCY Undoubtedly one of Indias favourite entry level C class vehicles, the esteem is the perfect combination of power, comfort and economy. Its also the preferred choice of rally drivers across the country for its performance and reliability. The Esteem offers the option of an 85 bhp petrol engine for those who desire power and a 57 bhp diesel for those who value economy. Not surprisingly, it tops its class in quality surveys.

SWIFT- YOU ARE THE FUEL

The hot looks, sexy interiors, the automatic climate control, the air bags, the power steering moreover, all so affordable. The wait is over. Swift has entered MULs portfolio. What are you waiting for?

A-STAR-STOP @ NOTHING
Powered by state of art 998 cc engine, its the best fuel efficient car in its category with, mileage coming around 20km per litre.

SX-4 MEN ARE BACK

Revolutionary European design, world class drive by wire .Most spacious in its class, Steering mounted audio controls; with maximum ground clearance, high on safety with dual airbags.

SWIT DZIRE- THE HEART CAR

A car having everything you desire stunning looks, luxurious interiors, enough power to capture your heart. Just slide in desire and take it for a spin. Its sure steals many of hearts including yours.

Ritz - Live the Moment

Model of 2009 known by the name Suzuki splash having attractive back with maximum ground clearance.

Objective of the study

The major objectives of my study are as follows: 1. Find out the marketing strategies of MARUTI UDYOG Ltd. 2. To check out the Marketing mix strategies of MARUTI. Product strategies. Place strategies. Price strategies. Promotion strategies. 3. Exporting strategies. 4. Find out the BCG matrix for Maruti Udyog Ltd. 5. Find out the key success factor of Maruti Udyog and overall business strategies of MARUTI UDYOG Ltd.

4 Ps Strategy: Product Price Place Promotion 5

 Portfolio of 12 products Five product lines

Product Strategy:-

Product Line Products:A1- 800, A2- Alto, Zen, Wagon R, Swift, A-star, A3 -Dezire, Sx4,SUV Vitara, Gypsy, C - Class Omni, Versa

Price Strategy:The price of the Maruti car is between Rs. 210000 to Rs. 1500000. Maruti 800 is the lowest price car of this company. Alto, Omni, Wagon R, are also the low price car of the company, Zen & Esteem are the mid price car of the company. But Grand Vitara is the high price model of the company. The price of car is decided according to its product variety, quality, design etc.

Place strategy:600 New car sales outlets covering 393 cities. 265 Maruti True Value outlets spread across 166 cities. 2628 Maruti Authorized Service Stations, covering 1220 cities. Tie up with Adani group for exporting 200,000 units through Mnudra port Gujarat

Suggested Place strategy:400 new car sales outlets in next three years. S150 new true value shops in next three years. 1200 new Maruti Authorized Service Stations in next three years. Tie up with other distributors for Exports.

Promotion Strategy: Advertising : TV Ads Print Ads Radio Ads Ghar AA Gaya Hindustan India Comes Home in Maruti Suzuki. Information Advertising, alternative Advertising Options BTL - Sponsorships TV shows - Indias Got talent Place Advertising Bill boards Sales Promotions Product warranties Premiums (gifts) Trade shows 2,628The number of workshops that provide customers with maintenance support in 1220 cities.

KEY SUCCESS FACTOR

(1) The Quality Advantage
Maruti Suzuki owners experience fewer problems with their vehicles than any other car manufacturer in India (J.D. Power IQS Study 2004). The Alto was chosen No.1 in the premium compact car segment and the Esteem in the entry level mid size car segment across 9 parameters.

(2) A Buying Experience Like No Other

Maruti Suzuki has a sales network of 307 state-of -the-art showrooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

(3) Quality Service Across 1036 Cities

In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience. 92% of Maruti Suzuki owners feel that work gets done right the first time during service. The J.D. Power CSI study 2004 also reveals that 97% of Maruti Suzuki owners would probably recommend the same make of vehicle, while 90% owners would probably repurchase the same make of vehicle.

(4) One Stop Shop

At Maruti Suzuki, customers will find all car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange- Maruti Suzuki is set to provide a single-window solution for all car related needs.

(5) The Low Cost Maintenance Advantage

The acquisition cost is unfortunately not the only cost customers face when buying a car. Although a car may be affordable to buy, it may not necessarily be affordable to maintain, as some of its regularly used spare parts may be priced quite steeply. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines.

(6) Lowest Cost of Ownership

The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

(7) Technological Advantage

It has introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki range. This new technology harnesses the power of a brainy 16-bit computer to a fuel-efficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki owner gets the ideal combination of power and performance from his car.

NEW INITIATIVES IN MARUTI SUZUKI LIMITED

MARUTI FINANCE
Maruti Finance offers the best finance packages to consumers across the entire Maruti range. The service is being extended across the country in a phased manner.

MARUTI GENUINE ACCESSORIES

A single point of contact, Hassle-free transactions, Emergency Assistance,Virtually Cashless Repairs Post accident repairs and insurance support at any dealer workshop.

MARUTI TRUE VALUE

Maruti has taken its first steps in the pre-owned car business under the brand name of Maruti True Value. Using their technological expertise, network support and the experience they have gained in the last 18 years, the company ensures the customers gets great value and completes the transaction zero hassles.

EXTENDED WARRANTY
4 years or 80,000 kms Can bought anytime during primary warranty, best at time of purchase. ANYTIME MARUTI Maruti Suzuki has also set up state-of-theart call centers (operational in Delhi, Gurgaon, Mumbai, Chennai, Bangalore and Hyderabad) Branded Anytime Maruti, this 24 hour help-line clarifies all doubts and queries regarding Suzuki any time of the day or night.

CONCLUSION
The price of a car is just one-third of what it cost you over its lifetime. Running and maintaining it make up the other two-thirds. Take into account resale value and its real cost becomes clear. Maruti Suzuki stands for value as much as it stands for performance. In spite of rising input costs, we try our best to keep prices down. Their running costs and resale values are unbeatable too. Nothing matches the delight their cars deliver. In the JD Power CSI study 2005, 85% of Maruti Suzuki owners stated that they would definitely recommend the car they drive to someone else. In fact, you dont buy a Maruti Suzuki. You invest in it. After the rash of new cars launches the past two years, the relative lull in the auto industry is showing up in the customer satisfaction indices. According to the 2005 four-wheeler Total Customer Satisfaction (TCS) study conducted by the specialist division of TNS Automotive, the automobile ownership experience or customer ownership experience has declined in all areas compared to 2004. The study is one of the largest syndicated automotive studies in India, representing the responses of more than 7,000 new car buyers. The comprehensive study covers over 50 models with customer evaluations taken in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost of ownership.

RECOMMENDATION AND SUGGESTION

Great opportunities to go global with success of Swift and SX4 all over. Introduction of more diesel models. The diesel car segment is growing. Opportunity to grow bigger by entering into bigger car markets. Already a market leader so great opportunity to be the king of market in every stage of industry.

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BIBLIOGRAPHY
BOOKS
Strategic

Management and Business Policy by Thomas L. Wheelen J. David Hunger Krish Rangarajan

NEWS PAPERS
THE

ECONOMIC TIMES THE TIMES OF INDIA

INTERNET WEBSITES
www.scribd.com

www.google.com www.maruti suzuki .com

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