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Mar%ti =dyo& 3imited is a s%bsidiary of the S%5%'i Motor ,orporation of Fapan and
has been the leader of the Indian car mar'et since its establishment in B:$ Its
man%fact%rin& plants) located so%th of Ae( @elhi in -%r&aon and Manesar) has an
installed capacity of !#0)000 %nits per ann%m) (ith a capability to prod%ce aro%nd
half a million vehicles$ The company has a portfolio of vehicle brands and is listed
on both the Bombay and Aational Stoc' ./chan&es in India$
ESTABLISHMENT O# MARUTI UDYOG LIMITED
Incorporated on 4ebr%ary 2! ) B:$
Mo% si&ned on april ! ) B:2$
3icense and j$v a&reement si&ned on oct%ber 2 ) B:2$
+lants located at -%r&aon ) 8aryana$
8ead office located at Ae( @elhi$
E(nership Q -EI !B$C!I ) SM, #0I ) M.MB4 0$2MI
VISION
0The leader in the Indian Mar%ti S%5%'i) creatin& c%stomer deli&ht and shareholders
(ealthH a pride of India$1
The case LMar'etin& strate&ies of Mar%ti =dyo&L e/amines the mar'et e/pansion
strate&ies adopted by Mar%ti =dyo& 3imited <M=3>) IndiaLs bi&&est carma'er) in
response to intense competition and a decline in sales of its bread"and"b%tter
model " the Mar%ti :00$ M=3 enjoyed a near"monopoly stat%s) %ntil the -overnment
of India liberali5ed the economy in BB$ This led to the entry of forei&n players li'e
8y%ndai) 4iat) Mits%bishi) and Toyota$ .ven Indian a%to players li'e Tata Motors and
Mahindra and Mahindra entered the fray to &ive M=3 to%&h challen&es$ M=3 be&an
to introd%ce ne( models) and %p&rade its e/istin& models in response to mar'et
demand$ 4or instance) the company introd%ced the hatchbac' LS(iftL to shed its
ima&e of bein& a man%fact%rer of lo("cost staid cars$ The case st%dy loo's into ho(
M=3 came bac' from the cr%nch to retain its place as the top carma'er in India$ It
also deals (ith the t%ssle bet(een S%5%'i Motor ,orporation and the -overnment of
India over o(nership iss%es$ The case hi&hli&hts the promotional offers %nderta'en
by M=3 in its 2%est for mar'et dominance and e/amines ho( the company (as able
to mo%ld itself accordin& to the mar'et re2%irements) by enterin& ne( domains and
reachin& o%t to potential c%stomers thro%&h its LTr%e Val%eL and other promotional
offers$
D joint vent%re bet(een the -overnment of India and S%5%'i Motors) a%tomotive
man%fact%rer Mar%ti =dyo& 3imited has the lar&est dealer and service net(or' in
India and commands a M0 percent mar'et share of the Indian car mar'et$ In the F@
+o(er S%rvey for the year 2000) Mar%ti (as ran'ed n%mber one in c%stomer
satisfaction mar'in& the first instance (here a leader in the Indian mar'et (as also
reco&nised as a leader in c%stomer satisfaction$ To help maintain this hi&h level of
c%stomer satisfaction) Mar%ti (as loo'in& for a (ay to speed and streamline
information access to ens%re the possible response to c%stomer iss%es$
SOME SUCCESS STORIES
Japid e/pansion of ,apacity P 4rom 20)000 %nits <one plant> in B:G to
G#0)000 %nits <three plants> in BBB$
Total A%mber of .mployees P #:G: <as of March 2000>
+rod%ctivity P Vehicles per employee increased from # in B:! Q :# to C0 in
BBB"2000
8i&hest val%e added per employee in BB:"BB at Js 2G$M la'hs$
B#$GI attendance$
2$# days of Dvera&e Inventory$
S%&&estions Scheme 9 O%ality circles P ,ost savin&s of Js G$MB cr thro%&h
#2)0#! S%&&estions in BBB"2000$
Innovative %se of IT for increased efficiency ) .ffectiveness of comm%nication
and red%ction of costs$
T6e 'ne( (e needed to be more nimble (hen it comes to information access and
sharin&)T says Jajesh =ppal) &eneral mana&er) IT division) Mar%ti =dyo& 3td$ T6e
had been loo'in& for portal soft(are for o%r intranet to help accomplish this b%t had
not fo%nd any open) fle/ible and cost"effective sol%tions$ 8+ Services (as
instr%mental in pointin& %s to(ard the Microsoft Share+oint +ortal Server$T Mar%ti
had) in fact) been partnerin& (ith 8+ -lobal Services since BBGH and 8+ Services
has provided desi&n and s%pport services for Mar%tiLs net(or'in& infrastr%ct%re as
(ell as providin& assistance in plannin& the mi&ration from Microsoft ./chan&e
Server #$# to ./chan&e 2000$ TThe 8+ Services team %nderstands o%r b%siness and
o%r information technolo&y re2%irements)T says =ppal$ TTheir e/tensive Microsoft
e/pertiseWalon& (ith the information they shared (ith %s abo%t 8+Ls o(n intranet
sol%tion based on Share+ointWenabled the fast deployment of Microsoft Share+oint
+ortal Server and res%lted in a sol%tion that is both fle/ible and cost"effective$T
Mar%ti =dyo& 3td$) a joint vent%re bet(een the -overnment of India and the S%5%'i
Motor ,orporation of Fapan (as India*s lar&est a%tomobile company in 200#$ It
operated in the passen&er vehicle mar'et and man%fact%red affordable and f%el
efficient cars for the Indian masses$ Mar%ti :00 (as its fla&ship small si5ed car and
(as the best sellin& car in India since decades$ In 200#) S%5%'i la%nched their &lobal
car XS(ift* in international mar'ets and later in India$ S(ift (as the first stylish compact
car from the stable of Mar%ti and (as a differentiator from its earlier prod%cts$ The
la%nch of S(ift had bro%&ht Mar%ti in lime"li&ht and vario%s &lobal international
a%tomobile man%fact%rers anno%nced their plans to boost their investments in India
and la%nch competin& cars$ The competition (as e/pected to intensify to &rab the
b%r&eonin& c%stomer base$
The case describes the Indian +assen&er car ind%stry and the presence of Mar%ti in
each of the cate&ories$ It traces the ori&in) &ro(th and evol%tion of Mar%ti and the
role played by S%5%'i in enablin& it to achieve dominance$ The case hi&hli&hts the
&lobal strate&y of S%5%'i and the mar'etin& strate&y of Mar%ti in la%nchin& S(ift$ It
describes the # +*s of mar'etin& aro%nd the la%nch of S(ift in an endeavor to
chan&e the ima&e of Mar%ti as a man%fact%rer of f%el"efficient b%t non"stylish cars
only$ The case finally tal's abo%t the plans of other competitors and their strate&y to
&ain dominance and the plans of Mar%ti to s%stain its dominance in all se&ments$
The e/citement has started b%ildin& at Mar%ti =dyo&Ls plant in -%r&aon) near @elhi)
and amon&st potential car b%yers$ The co%ntryLs lar&est a%tomobile man%fact%rer is
&earin& %p for one of its bi&&est la%nches$ Aot since the la%nch of the Mar%ti :00 in
B:G has the anticipation amon&st its employees) dealers and c%stomers been so
hi&h$ The objet dLattention (e are tal'in& abo%t here is the S%5%'i S(ift) the first tr%ly
&lobal car that the Fapanese man%fact%rer (ill be la%nchin& in the Indian mar'et$
Sched%led to hit the nei&hbo%rhood Mar%ti sho(room in the third (ee' of May) the
S%5%'i S(ift has already &enerated a lot of heat in the a%tomobile mar'et (ith
competitors (or'in& and re(or'in& their mar'etin& strate&ies and c%stomers p%ttin&
their p%rchase decisions on hold$ Yo% may have ca%&ht a fe( &limpses of the
,oncept"S) the desi&n concept car on (hich the S(ift is based) sho(cased at the
2000 D%to ./po$ B%t the ne( S(ift is a lot different and m%ch more practical than
that concept$ 6e thin' this snea'"pee' of the S%5%'i S(ift (ill be able to &ive yo% an
idea of (hat is in store for potential premi%m small car b%yers$
VALUES
c%stomer obsession
fast ) fle/ible and fast mover
innovation and creativity
net(or'in& and partnership
openness and learnin&
The S(ift is considered as S%5%'iLs most attractive and stylish vehicle$ Since la%nch
it has 2%ic'ly &one %p the sales charts to become one of the 20 top sellin& models in
Fapan$ There is a stron& India connection for the S(ift$ 4rom the time S%5%'i
decided to develop this S%permini) as the si5e se&ment is called in .%ropean
mar'ets) the Fapanese company had (or'ed on the desi&n and development (ith
en&ineers from aro%nd the (orld) motorin& enth%siasts and .%ropean desi&ners for
fine"t%nin& the loo's and performance of the car$ 6ith the aim of la%nchin& the car in
India too) 2 Indian en&ineers (or'ed (ith S%5%'i in developin& this &lobal model$
This is one of the fe( occasions that en&ineers from India have been involved in the
development of an international car model$ These en&ineers from Mar%ti have been
part of the S(ift desi&n team for t(o years) and are no( b%sy testin& the the vehicle
in Indian conditions$
The S(ift is S%5%'iLs first (orld car in the sense that it has been desi&ned (ith
.%ropean taste in mind and is bein& la%nched sim%ltaneo%sly (orld(ide$ Both
S%5%'i and Mar%ti are positionin& the car aro%nd traits s%ch as style) modern loo's
and yo%n& attit%de) in addition to the traditional Mar%ti"S%5%'i =S+s of f%el efficiency
and performance$ To that e/tent the S(ift (ill be a depart%re from the e/cessive
foc%s on f%el economy and lo( maintenance that Mar%tiLs other vehicles are 'no(n
for$ 8o(ever) Mar%ti (ill (ant the S(ift to also retain the ima&e of a car that offers
the benefits of f%el efficiency) performance and reliability$ The S(ift co%ld come (ith
a choice of ne( $G litre or $# litre petrol en&ines and may later offer even a diesel
b%rner$ Dltho%&h the pricin& of the S(ift (ill be decided at the time of la%nch in May)
it is li'ely to be at a premi%m to the c%rrent crop of small cars$ Mar%ti is hopin& to
cloc' bi& n%mbers (ith the S(ift and the tar&et a%dience is li'ely to be potential
c%stomers and c%rrent o(ners of the S%5%'i Dlto) Ken and 6a&on J) 4iat +alio and
the 8y%ndai Santro$
Mar%ti =dyo& 3imited*s <M=3> share of the Indian passen&er vehicle mar'et dropped
to belo( #0I in 200!"0# $ The f%t%re of M=3*s lo("cost model " the Mar%ti :00 <M"
:00> " (as at sta'e d%e to the entry of &lobal a%toma'ers into India$ M":00 had
dominated the Indian car mar'et since it (as la%nched in B:!$ The introd%ction of
ne( cars by competitors made the M":00 loo' obsolete as it had not been chan&ed
in any major (ay for over t(o decades$ Dpart from the increased competition) M=3
also had a fe( other problems on its plate$ There (as a delay in settin& %p of a plant
in India for man%fact%rin& diesel en&ines and transmission systems for cars$ The
en&ines for its diesel variants (ere imported from other co%ntries) and there (ere
limits on the 2%antities it co%ld import$ In the mar'et) M=3*s models li'e the Ken) Dlto)
6a&on) and Baleno (ere sho(in& mi/ed res%lts$
6hile Ken) Dlto and 6a&on (ere s%ccessf%l) Baleno failed to live %p to M=3*s
e/pectations$ Its %tility vehicle XVersa* met (ith a disastro%s response from the Indian
cons%mer$ In addition) risin& incomes) the &ro(th in the %sed"car mar'et) and
availability of easier finance options) led c%stomers to shift their alle&iance to other
models from competitors$ To red%ce its e/cessive dependence on a sin&le model <M"
:00>) the company had restr%ct%red the strate&y for the M":00) and planned for
prod%ct %p&rades and ne( prod%ct development$ In t%ne (ith chan&in& c%stomer
preferences) the company la%nched its hatch"bac' model) XS(ift* in May 200#) to
compete (ith 8y%ndai -et5 and 4iat +alio$ M=3 hoped this model (o%ld help the
company shed its lo("cost and simple loo'$
MARKETING STRATEGY O# MARUTI SUZUKI
Mar%ti S%5%'i India 3td$ is a leadin& man%fact%rer of fo%r"(heelers in India$ Born in
B:G (ith the mission to motorise India) Mar%ti (as a joint vent%re bet(een
-overnment of India and S%5%'i Motor ,orporation) Fapan$ It 2%ic'ly &re( into the
lar&est compact car ma'in& company of India and remained so till 200!$ The
company started (ith S%5%'i holdin& the minor sta'es of the company (hile
-overnment of India holdin& the major sta'es$ Ds of present) -overnment of India
has disinvested its sta'es in the company completely) and handed over the
mana&ement of company to S%5%'i Motor ,orporation$ Today) Mar%ti and its
partners employ more than C#)000 employees$ Its man%fact%rin& facilities are
located at t(o locations) -%r&aon and Manesar) both so%th of Ae( @elhi.
PRODUCT STRATEGY
+rod%ct is anythin& that can satisfy h%man needs and (ants$ The prod%ct is a combination
of tan&ible and intan&ible aspects of the prod%cts offered by the man%fact%rer to the
c%stomers$ It can be defined as a b%ndle of satisfactions and dissatisfactions offered by
company to the c%stomers at a point of time$ The prod%ct strate&y of Mar%ti is that its foc%s
is on caterin& the needs of almost all the se&ments$ Mar%ti S%5%'i offers M brands
consistin& of Mar%ti :00) Mar%ti Emni) Mar%ti Dlto) Mar%ti Versa) Mar%ti -ypsy) Mar%ti D Star)
Mar%ti 6a&onJ) Mar%ti Ken .stilo) Mar%ti S(ift) Mar%ti S;!) Mar%ti ?i5ashi) Mar%ti .eco)
Mar%ti .rti&a) Mar%ti -rand Vitara and #0 variants spannin& across all se&ments$ Th%s
company creates prod%cts that are %ni2%e and val%ed and it is attainin& advanta&e either
thro%&h differentiation via ne( feat%res) improved performance) after sales service or
thro%&h cost leadership$
PRICING STRATEGY
The price is the amo%nt a c%stomer pays for the prod%ct$ It is fi/ed after considerin& vario%s
factors s%ch as mar'et share) competition) material costs) prod%ct identity and the
c%stomerLs perceived val%e of the prod%ct$ The b%siness may increase or decrease the price
of prod%ct if other stores have the same prod%ct$ The price decision is very sensitive and for
that special care is to be ta'en to &et the competitive ed&e$ There are vario%s factors to
determine a price of a car) s%ch as mar'et condition) cost inc%rred to b%ild a car) profit by
company) dealer profit$ The company*s pricin& strate&ies are s%ch that every c%stomer can
o(n a car or %p&rade to another one of his or her choice$ The company offered a different
model at a price difference of aro%nd 0)000$ It follo(s a price"point"strate&y (herein they
have prod%cts available in almost all possible price points$
DISTRIBUTION STRATEGY
@istrib%tion strate&y of a firm is a plan created by the mana&ement of a
man%fact%rin& b%siness that specifies ho( the firm (ishes to transfer its prod%cts to
intermediaries) retailers and end cons%mers$ Mar%ti S%5%'i has t(o man%fact%rin&
facilities in India$ Both man%fact%rin& facilities have a combined prod%ction capacity
of !)#0)000 vehicles ann%ally$ Mar%ti has a stron& dealer net(or'$ Infact it (as one
of the very first companies in the co%ntry to %nderstand the importance of after sales
service in hi&h involvement prod%cts li'e cars$ It has the lar&est distrib%tion 9
Service net(or' comprisin& of over !00 sales sho(rooms) over M00 dealer
(or'shops) and B00 D%thori5ed Service Stations spannin& across over B0 cities
%nparalleled in the co%ntry$ It has G0 ./press Service Stations on G0 Aational
8i&h(ays across )G! cities in India$ Most of the service stations are mana&ed on
franchise basis (here Mar%ti trains the local staff$ To increase their reach to r%ral
India) (here settin& %p a complete dealership (as very diffic%lt) they opened
e/tension co%nters (hich are operated by some dealer in the city thereby ens%rin&
increased c%stomer to%ch points (itho%t ris'in& the viability of the dealers.
PROMOTION STRATEGY
The promotion incl%des all comm%nications a mar'eter %sed in the mar'et for his
prod%cts and services to create a(areness) to pers%ade the c%stomers) to b%y and
retain in f%t%re also$ 4or improvement in the position of sales or pro&ress of b%siness
this method is %sed$ The messa&e is &iven to tar&et &ro%p re&ardin& the feat%res
and benefits of the prod%cts or services$ 6itho%t comm%nication) the feat%res)
benefits and schemes (o%ld not be 'no(n to the c%stomers and objectives of
la%nchin& of prod%cts or services and increasin& sales (o%ld not be completed$
6hen comm%nication creates a(areness then only the interest (o%ld be created
and c%stomers (o%ld ta'e the decision for b%yin&$ 4or promotion different methods
of comm%nication can be %sed$ The promotional strate&y of Mar%ti S%5%'i is very
effective$ The company emphasise on road safety and environment friendly
prod%cts$ The company has la%nched road safety mission %nder (hich #)00)000
people (ill be trained in the ne/t three years$ This (ill be done thro%&h t(o channels
" Instit%te of @rivin& Trainin& and Jesearch <I@TJ> and the Mar%ti @rivin& Schools
spread across the co%ntry$ Ef the #) 00)000 people to be trained) at least )00)000
(ill be people from %nderprivile&ed section of society) (ho are 'een to ta'e drivin&
as a profession$ The company has al(ays promoted the concept of TJed%ce) Je%se)
JecycleT <GJLs>$ The company has ta'en help of all the promotional tools li'e radio)
television) road sho(s) print media) (or'shops and seminars to promote their cars
MARKETING STRATEGY THEORY O# MARUTI SUZUKI
@PVT.A LIMITED
The mar'etin& strate&y of the Mar%ti S%5%'i +vt$ 3td$ can be meas%red from the
follo(in& storyP
E##ICIENT PRODUCTION AND DISTRIBUTION CAPABILITIES
F%st three months after it la%nched S(ift) Mar%ti =dyo& 3imited has already sold over
:)000 %nits of the car and added another #)000 ne/t month$ ThereLs a fo%r"month
(aitin& period for the )2B:"cc hatchbac' "" the company claims more than B)000
boo'in&s before the car (as la%nched$ Dnd thatLs even (hile competitors "" ,orsa
Sail) 8y%ndai -et5 and 4iat +alio "" are available off the shelf$ Aot s%rprisin&ly) M=3
no( has a lot ridin& on the carP thereLs over Js !!0 crore <Js !$!0 billion> invested in
the project <Js 2#0 crore"odd is M=3Ls share>$ Aot only is the company hopin& that
the S(ift (ill help e/pand the mar'et for the B"pl%s se&ment <premi%m hatchbac's>)
itLs also co%ntin& on S(ift to ma'e a style statement "" that S%5%'i can deliver &ood"
loo'in& cars on Indian roads$ 4or a company that has been 'no(n more for its val%e"
for"money proposition "" from the :00 to the .steem "" thatLs important$ TItLs not as if
o%r cars (erenLt style statements$ ItLs j%st that (ith S(ift) (e have made a brea'
from the past)T reveals a company official$
The b%55 aro%nd S(ift be&an in @ecember 200! "" five months before its la%nch$ Dll
ne( 6a&on Js and Mar%ti Emnis came (ith stic'ers and s%nshields that proclaimed
TMy ne/t car is a S(ift$T =nli'e most car la%nches) (here the loo' of the vehicle is
'ept %nder (raps %ntil the last possible moment) photos and specs (ere made
available at sho(rooms several months earlier$ Models of the car (ere placed on
hi&h platforms at b%sy intersections in @elhiH (hile cars (ere on display in malls$ TIt
(or's (ell for those (ho donLt have the inclination to really &o to a dealer and chec'
o%t the car)T says a company official$ The la%nch (as sta&&ered over three to fo%r
days in # cities across the co%ntry) coincidin& (ith the (orld(ide la%nch of the car$
M=3 also made &ood %se of its Js 20 crore <Js 200 million> mar'etin& b%d&et$ 4or
the first time) it opted for an in"film placement "" S(ift appeared in the Bolly(ood hit
B%nty D%r Babli) (hich (as released on the same day as the car la%nch) May 2C$
Dnd it trained )000 salespeople "" called Tener&isersT "" to e/cl%sively sell the S(ift$
+erhaps the S(iftLs bi&&est pl%s is its price$ Introd%ced at Js G:C)000 for the base
model) it (as close to abo%t Js #0)000 less than its competitors$ .ven the top"end
version (as Js C0)000 cheaper than the 8y%ndai -et5 -3S$ M=3 does not (ant to
&ive this pricin& advanta&e a(ay$ Dltho%&h it hi'ed prices by Js 0)000 in early
F%ne) advance boo'in&s (ere hono%red at the introd%ctory price$ Dnd since the car
is priced at j%st %nder Js !00)000) @elhi residents pay only 2 per cent road ta/)
compared to ! per cent for a car that costs more than Js !00)000$
S%5%'i Motor ,orporationLs e/pansion plans) (hich set the Fapanese company on a
collision co%rse (ith the &overnment) co%ld t%rn o%t to be a bi& p%sh for the
a%tomobile components ind%stry$ The 2#0)000 cars per ann%m assembly %nit
anno%nced by S%5%'i co%ld res%lt in an investment of %p to Js C)#00 crore <Js
C# billion> by the components ind%stry$ The entire so%rcin& for the vent%re is
proposed to be done locally$ Tho%&h Mar%ti =dyo&) (hich (ill o(n C0 per cent of the
vent%re) is yet to anno%nce its investment in the project) the a%tomobile components
ind%stry e/pects it to be aro%nd Js 2)#00 crore <Js 2# billion>$ Ds every r%pee spent
in a car project needs to be bac'ed by a do(nstream investment of Js G in
components) vendors say the ind%stry co%ld see an investment of Js C)#00 crore$
T6e are very b%llish on this development) tho%&h (e are yet to do o%r calc%lations
on (hat the S%5%'i Motor investment means to %s e/actly)T S%rinder ?ap%r)
chairman of the Sona -ro%p) one of the lar&est vendors of Mar%ti =dyo&) told
B%siness Standard$ Dny ne( demand can be met only by addin& fresh capacity$ TThe
a%tomobile components ind%stry has to ma'e s%bstantial investments in increasin&
capacity to meet the additional demand)T said @ilip ,henoy) director"&eneral) Society
of Indian D%tomobile Man%fact%rers$ Mc?insey 9 ,o had in a recent st%dy said the
Indian a%tomobile component ind%stry had the potential to become a SGG"!0 billion
ind%stry by 20#$ S%5%'iLs e/pansion plans co%ld t%rn o%t to be a bi& p%sh in that
direction$8avin& s%ccessf%lly completed the s%pply of f%el nec' and real a/le for
Mar%ti =dyo& 3td <M=3> vehicles d%rin& last fiscal) Fay Bharat Mar%ti 3td <FBM3>) the
Js !22"crore man%fact%rer of components for a%tomotive applications) is no(
(or'in& on another e/pansion pro&ramme$ The company is also plannin& to set %p a
coatin& facility and additional (eldin& lines$ 4%rther) it has also decided to e/pand its
e/istin& capacity to meet the increased demand of M=3$ TDt present) the company is
(or'in& on a major e/pansion plan for ne( model of Mar%ti YA! and (ill be settin&
%p facilities for man%fact%rin& of the rear a/le in technical collaboration (ith Yoro5%
,orporation) Fapan)T a FBM3 official told the researcher$ 8o(ever) declinin& to
div%l&e the details on investments involved in the e/pansion project and the
implementation sched%le) he said) Tthe details for the finalisation of technical
collaboration and e/pansion project are still bein& (or'ed o%t in constant
cons%ltations (ith Mar%ti =dyo&$ 6e (ill anno%nce them as and (hen they (ere
finalised$T The official said that Mar%ti =dyo& has recorded first ever sales of
!)C2)22 vehicles in its 20 years of operations (ith G0 per cent &ro(th over the
previo%s year$ TE%r performance is mainly attrib%table to performance of M=3) o%r
main c%stomer$ @%rin& last fiscal) (e have recorded an increase of G#$GB per cent in
sales over the previo%s year$T Statin& that the company has already started
commercial s%pplies of f%el nec' to M=3 d%rin& last fiscal) the FBM3 official said the
test trials have been cond%cted for rear a/le and the commercial s%pplies (o%ld start
d%rin& the first half of c%rrent fiscal$ ./pressin& concern over the %nprecedented hi'e
in steel prices) the official said the steel prices d%rin& last fiscal increased by almost
!0 per cent$ Dccordin& to him) red%ction in import d%ty on components)
stren&thenin& of r%pee a&ainst dollar) th%s ma'in& import cheaper) and si&nin& of
free trade a&reement (ith other co%ntries (o%ld f%rther add to the concerns$
THOROUGH PRO#ESSIONAL MANAGEMENT PHILOSOPHY
Fapanese Mana&ement +hilosophy of Team Spirit
,ommon %niform
Epen office
,ommon ,anteen
Epen office Q .asy accessibility ) Speedy ,omm%nication and decision
ma'in&$
Mornin& Meetin&s
Mornin& ./ercises
The %nit sales of the company d%rin& 200#"0M &re( faster than the rest of the
domestic car ind%stry) and (as the hi&hest ever in Mar%ti*s history$ -ross Sales
Jeven%e &re( by per cent over the previo%s year$ Aet +rofit increased by GB per
cent compared to 200!"0#$ The ratio of Aet +rofit to Aet Sales (as B$B per cent
compared to C$: per cent in 200!"0#$ @%rin& the year) (or' on the company*s ne(
vent%res proceeded as per plan$
LATEST #ACULITIES
This state"of"the"art facility) located in Manesar in 8aryana) be&ins (ith an initial
capacity of 00)000 %nits per year$ This (ill be over and above the capability of over
M00)000 %nits a year in o%r e/istin& facility in -%r&aon) 8aryana$ The ne( car plant
at Manesar) toðer (ith S%5%'i Motor ,orporation*s ne( plant in Sa&ara) Fapan)
has been desi&ned to meet the S%5%'i &ro%p*s &lobal aspirations in the f%t%re$ Ds
s%ch) the Manesar plant comes e2%ipped (ith many sophisticated systems and
processes to ens%re hi&h 2%ality and prod%ctivity on the shop floor$
The company is also committed to %p&radin& facilities at the e/istin& plant in
-%r&aon$ The total investment by Mar%ti and S%5%'i in the ne( car plant) the diesel
en&ine and transmission facility) %p&radation of the e/istin& plant and in la%nchin&
ne( models (ill be close to Js M000 crore$ The other major vent%re Q the diesel
en&ine plant """ is also on co%rse to be&in operations in this calendar year$ The plant
(ill man%fact%re state"of"the"art) $G litre diesel en&ines for cars$ It (ill start (ith an
initial capacity of 00)000 diesel en&ines per year$ This (ill enable Mar%ti*s entry into
the si&nificant diesel car se&ment of the domestic passen&er car mar'et$ These ne(
facilities (ill stren&then the company*s leadership position in the domestic passen&er
car mar'et$ Dt the same time) they symboli5e S%5%'i Motor ,orporation*s contin%ed
commitment to India$
IMPRESSIVE GLOBAL HOLD
The company (ill la%nch a ne( e/port model d%rin& 200:"0B$ This compact car
model) (hile servin& the Indian mar'et) (o%ld be for e/port mainly to .%rope$ The
company (ill tar&et to e/port 00)000 %nits of this model ann%ally$ D fe( months
a&o) S%5%'i Motor ,orporation and Aissan Motor ,ompany decided to (iden the
scope of their &lobal strate&ic alliance$ Ds a first step) they a&reed to collaborate in
man%fact%rin& by %tili5in& the facilities of the company$ In the ne( scenario) India
and Mar%ti have ac2%ired a very important role in this alliance$ The increased scale
of operations on acco%nt of the Aissan contract is li'ely to f%rther improve cost and
2%ality competitiveness at the Mar%ti facilities) (hich in t%rn (ill benefit c%stomers in
the domestic mar'et$ The company shares the -overnment of India*s vision of
ma'in& India a &lobal h%b for compact cars$ 6ith Mar%ti emer&in& as a contract
man%fact%rer for Aissan) India ta'es one step for(ard in reali5in& that vision$
MOST E##ICIENT RESEARCH AND DEVELOPMENT
6hile S%5%'i and Mar%ti remain committed to e/cellence in man%fact%rin&) both
companies are also increasin& collaboration in J 9 @$ S%5%'i Motor ,orporation
sees a major role for Mar%ti in the area of J 9 @ for cars in Dsia$ B%ildin& on the
s%ccess of the S(ift e/perience) (here Mar%ti en&ineers trained in Fapan (or'ed
closely (ith their S%5%'i co%nterparts to desi&n and develop a ne( model) the effort
(ill be empo(er Mar%ti to independently develop cars to s%it preferences of Indian
c%stomers$ The foc%s (ill be on tappin& the vast talent pool available in India and
develop people thro%&h e/tended trainin& at S%5%'i Motor ,orporation) Fapan$ This)
combined (ith a%&mentation of J 9 @ facilities) (ill help Mar%ti ac2%ire a preeminent
position in S%5%'i*s &lobal J 9 @ set"%p$
MARUTIS STARATEGY TO COME UP WITH NEW MODELS
? SURPRISE MARKETERS
The company is aimin& at sales of one million cars per year in 200$ Investments in
ne( facilities and in J 9 @) as o%tlined above) are both part of the strate&y to
achieve the ambitio%s sales &oal$ In addition) the company (ill la%nch a series of
ne( models to be able to attain the one million sale tar&et$ It plans to la%nch five ne(
models in the ne/t five years to meet the needs of Indian c%stomers$ This (ill be
over and above face"lifts of any e/istin& models and la%nch of ne( variants$ To sell
one million cars in a year) the company (ill have to e/pand the net(or' of sales
o%tlets as (ell as service (or'shops across the co%ntry$ This process) (hich
&athered pace in recent years) is li'ely to accelerate in the ne/t fe( years$ Besides
increasin& the n%mber of o%tlets) the company (ill also revamp the 2%ality of
infrastr%ct%re and service at these o%tlets$
GRABBING COMPACT CAR OPPORTUNITY
The company believes that the lo( penetration rate of cars in India and the relatively
lo(er percenta&e of first time b%yers present a tremendo%s opport%nity for &ro(th$
Therefore) the company*s optimism stems from positive macro economic factors)
incl%din& si&nificant -@+ &ro(th) bias to(ards lo(er ta/es) a yo%n& pop%lation)
foc%s on roads and r%ral infrastr%ct%re and &ro(in& cons%merist aspirations$ 3i'e
,hina before it) the Indian car mar'et may be on the threshold of e/plosive &ro(th$
This &ro(th is li'ely to be driven by the entry"level se&ment$ Ever 2# million Indians
have bo%&ht t(o (heelers in the past five years) and (ill boost demand once they
%p&rade to fo%r (heels$ The company) (ith a ran&e of models in the entry level and
compact se&ments) is best placed to tap this opport%nity$ S%5%'i Motor ,orporation
has been the leader of the minicar mar'et in Fapan for over three decades$ It has the
ri&ht technolo&y and the ri&ht prod%cts to tap the compact car opport%nity in India$
The e/pansion of their sales and service net(or') innovative and foc%sed mar'etin&
initiatives) a&&ressive cost red%ction and prod%ctivity improvement pro&rammes)
their tie"%ps (ith re&ional finance companies and ban's to e/pand the reach of
or&anised finance) are all efforts to reach o%t to entry level c%stomers$
SHOWED GREAT SOCIAL RESPONSIBILITY
The company is conscio%s of its responsibility as a corporate citi5en$ @%rin& the
year) the company has e/panded the n%mber and reach of Mar%ti @rivin& Schools
across the co%ntry$ .2%ipped (ith drivin& sim%lators and specially trained instr%ctors)
these schools provide a comprehensive theory"c%m"practical c%rric%l%m modeled on
the best international drivin& schools$ They have been very (ell received) especially
amon& (omen learners$
The recent decision of S%5%'i to set %p a separate joint vent%re for the man%fact%re
of diesel en&ines and a ne( plant had raised concerns that M=3 may not be able to
benefit s%bstantially from any f%t%re e/pansion plans$ 8o(ever) &overnment
intervention before the cr%cial board meetin& to decide on the joint vent%re ass%red
M=3 a s%bstantial C0I sta'e in the joint vent%re for the ne( vehicle man%fact%rin&
plant$ M=3 has been enjoyin& &ood &ro(th in sales this fiscal (ith overall sales in
the Dpr"Ect period &ro(in& by 20$MI YoY to G02:C$ -oin& for(ard too) (e e/pect
M=3 to enjoy &ood sales &ro(th &iven its (ide distrib%tion net(or') hi&h c%stomer
recall and attractive pricin&$ 6e maintain o%r E%t +erformer ratin& on the stoc' (ith
a tar&et of Js!!!$
Mar%ti =dyo& 3imited has led India*s car mar'et for more than a 2%arter of a cent%ry$
4irst established in B:) the company is no( a f%lly"fled&ed s%bsidiary of the S%5%'i
Motor ,orporation$ Its principal activities incl%de the man%fact%re and sale of motor
vehicles and spare parts via a G00"stron& dealer net(or' scattered across India$ The
year 2002 sa( Mar%ti add finance) leasin&) ins%rance) and pre"o(ned car
b%sinesses to its portfolio) increasin& the scale of its operations and promptin& a
revie( of its processes and systems$ Eracle ,ons%ltin& (as en&a&ed to install a
n%mber of Eracle ."B%siness S%ite mod%les and inte&rate them (ith Mar%ti*s
e/istin& systems$ The ei&ht"month project involved mana&in& %p to #0 people)
incl%din& Mar%ti staff) Eracle cons%ltants) and employees of third"party
or&ani5ations$ Eracle also assisted Mar%ti (ith chan&e mana&ement) a critical part
of the process to ens%re 2%ic' %ser acceptance$
GREAT MANAGEMENT CONTROL
+rior to employin& Eracle) Mar%ti %sed a n%mber of home"&ro(n systems to
mana&e its vario%s lines of b%siness$ Many of these disparate systems co%ld not
tal' to each other) re2%irin& staff to enter data m%ltiple times and consolidate
information to &enerate mana&ement reports$ The addition of fo%r ne( b%siness
sectors in 2002 created f%rther press%res) re2%irin& constant monitorin& and h%man
intervention to 'eep the system operatin& across the h%ndreds of locations Mar%ti
serves (ithin India$ To s%pport this &ro(th and improve efficiency) the company
decided to revamp its information technolo&y systems to provide end"to"end visibility
into the or&ani5ation$ 06e (ere loo'in& for a fle/ible) e/pandable system that (as
easy to mana&e)1 said Jajesh =ppal) chief &eneral mana&er) information
technolo&y) Mar%ti =dyo&$ 0This (o%ld red%ce the comple/ity of the IT environment
and o%r reliance on certain people to maintain the systems. Dnd beca%se o%r
b%siness is %nder&oin& a period of rapid e/pansion) it (as important to have a
standard system that co%ld scale easily$1
To minimi5e the impact of the system chan&e on its b%siness) Mar%ti decided on a
phased mi&ration to Eracle ."B%siness S%ite$ Ds a first step) the company decided
to replace its financial) p%rchasin&) and h%man reso%rces systems (ith Eracle
4inancials) Eracle +roc%rement) and a ran&e of Eracle 8%man Jeso%rces
applications$ Eracle ,ons%ltin& (as selected to s%pervise the implementation)
incl%din& determinin& Mar%ti*s re2%irements and developin& a project plan) desi&nin&
the system) deployin& the soft(are) mana&in& the vario%s parties involved) and
providin& post"implementation s%pport$
TIGHT PROJECT MANAGEMENT
Ds (ith all Eracle ,ons%ltin&"led deployments) cons%ltants sat do(n (ith Mar%ti
mana&ers and 'ey b%siness %sers to scope o%t their re2%irements$ D steerin&
committee (as set %p to &%ide the implementation and ens%re cons%ltants had
reco%rse to senior e/ec%tives for advice$ The project plan delineated the
responsibilities of each party and incorporated monthly milestones and testin&
deadlines$ Eracle ,ons%ltin& ens%red a fast) problem"free installation by employin&
Eracle*s B%siness 4lo( DcceleratorsWan implementation approach that levera&es
predefined b%siness flo( templates to red%ce the time and cost associated (ith
application deployments$ D 'ey project challen&e (as interfacin& the Eracle mod%les
(ith Mar%ti*s le&acy systems) incl%din& direct item proc%rement) dispatch systems)
the time card system for attendance) and the 8yperion b%siness intelli&ence
platform$ The inte&ration had to be completed (itho%t any impact on the company*s
b%siness) (hich fre2%ently deals in lar&e vol%mes$ 4or e/ample) Mar%ti &enerates
more than 2)000 invoices each day and any len&thy interr%ptions co%ld have
disastro%s impacts on cash flo( f%rther do(n the line$
GREAT #UTURE PLANS
Dfter the s%ccess of the financials) proc%rement) and h%man reso%rces deployment)
Mar%ti is considerin& e/pandin& its Eracle footprint$ The company is eval%atin&
Eracle Ddvanced S%pply ,hain Mana&ement and Eracle .nterprise Dsset
Mana&ement$ 06e (o%ld li'e to a%tomate s%pply chain mana&ement and inte&rate
this process (ith the Eracle .J+ system)1 said =ppal$ 06e are also loo'in& at lin'in&
more systems (ith Eracle) so (e can access real"time information across all o%r
b%sinesses$ I e/pect Eracle ,ons%ltin& to play a role in f%t%re projects$1
A CRITICAL ANALYSIS O# MARKETING STRATEGY O#
MARUTI SUZUKI
Strate&y and timin& are the 8imalayas of mar'etin&$ .verythin& else is the ,ats'ills$
Dl Jies$ Mar%ti has been s%ccessf%l in capt%rin& the car mar'et beca%se of the
e/cellent prod%ct it has prod%ced$ The mar'et research cond%cted by Mar%ti S%5%'i
sho(ed that Indian cars (ere overcro(ded) (ith t%rbans and sarees to be
accommodated$ The idea (as to create a vol%mino%s compact car$ The 0tall boy*
model (as ta'en from the Dto5 and it (as redesi&ned to meet Indian conditions$ The
car also &ives hi&h milea&e$ The en&ine delivers ade2%ate tor2%e i$e$ the ability to
p%ll loads even at very lo( speeds"""this proves to be very essential for slo( and
traffic"heavy Indian conditions$ The most important is the seatin&) (hich is) hi&h and
&ives 0road command1$
Mar%ti S%5%'i (as competin& (ith Mar%ti S%5%'i in the small car se&ment and it
offered technolo&y that other car ma'ers tho%&ht (as too advanced for the slo(
&ro(in& Indian mar'et$ Mar%ti has no( b%ilt %p a rep%tation s%ch that it is the first
preference of anybody (ho has driven or ridden in it$
The mar'etin& strate&y employed by Mar%ti S%5%'i can be st%died (ith insi&hts into
their ST+ analysis and Mar'etin& Mi/$
PEST ANALYSIS
In order to %nderstand the conditions %nder (hich the Mar%ti prod%cts (ere la%nched
in the Indian mar'et) it*s necessary to analy5e the factors that infl%enced its
effectiveness$
P';-0-9*; C',7-0-',2
Mar%ti S%5%'i entered India (hen liberali5ation (as at its pea'$ Ds a res%lt)
everyone (as very open to the idea of forei&n companies collaboration
<Mar%ti India Y S%5%'i Fapan> settin& %p base in India$
The &overnment insisted on the ,ompanies %sin& C0I local content in the
man%fact%re of the cars as they (o%ld have &enerated tremendo%s reven%e
for India$ Mar%ti S%5%'i achieved this in a very short time$
D positive .;IM policy also has helped Mar%ti S%5%'i to boost its top line (ith
./ports of Mar%ti S%5%'i prod%cts to other co%ntries$
E9','6-9 C',7-0-',2
The economic conditions d%rin& the la%nch of Mar%ti S%5%'i (ere very
rela/ed and liberal$ Mar%ti S%5%'i (as la%nched (hen the co%ntry had j%st
opened its doors to liberali5ation$ So there (ere no strict norms or byla(s that
the company had to adhere by$
The reso%rces available in India (ere %tili5ed by the m%ltinationals <S%5%'i>)
(hich &enerated considerable reven%e for the &overnment$
D boomin& ban'in& sector and a phenomenal &ro(th in D%to 3oans mar'et
has made Mar%ti S%5%'i more affordable$
S'9-*; C',7-0-',2
D rise in Middle class and concept of small n%clear families has propelled a
demand of B"Se&ment cars$ Mar%ti S%5%'i provides an e/act choice for this
demand leadin& to its hi&h &ro(th$
T/9),';'1-9*; C',7-0-',2
Since Mar%ti S%5%'i man%fact%rers everythin& from the smallest of scre(s to the
bi&&est of machines in its factory it is able to maintain the efficiency of the machines$
Mar%ti S%5%'i therefore man%fact%res cars %nder best of conditions (ith the best of
machinery$ Ds a res%lt) the cars man%fact%red are of top 2%ality$
STP $ SEGMENTATION, TARGETING, POSITIONING
Mar'etin& is not an event) b%t a process $ $ $ It has a be&innin&) a middle) b%t never
an end) for it is a process$ Yo% improve it) perfect it) chan&e it) even pa%se it$ B%t yo%
never stop it completely$
S/16/,0*0-',
Se&mentation is based %pon considerable evidence that a sin&le mar'etin&
approach or form%la (ill not (or' for all members of the comm%nity to be served$
G/'1&*=)-9
The re&ion of interest of Mar%ti S%5%'i is (hole India (ith special foc%s on Type D
and fast &ro(in& Type B cities across India$
D/6'1&*=)-9
D&e Q Dnybody of a&e bet(een 20 Q !0 yrs$
Income Q Dnybody (ith an income of over ! la'h p$a$
Ecc%pation Q Millennials employed as professionals) mana&ers and those (ant to
b%y their first car$ Social ,lass Q Middle class) =pper middle) 3o(er =pper and
=pper %ppers$
P239)'1&*=)-9
+ersonality Q @reamers) those (ho (ant to achieve bi&) ambitio%s) price conscio%s)
too' their first step to(ards s%ccess and val%e driven$
B/)*+-'&*;
Benefits Q O%ality) Style) +rice <economical>
=ser stat%s Q +otential %sers and first time %sers
B%yer Q Jeadiness Sta&e Q Those (ho are a(are) informed) interested and intend to
b%y
T*&1/0-,1
In eval%atin& the mar'et se&ments Mar%ti S%5%'i has loo'ed at t(o factors " The
se&ments overall attractiveness and the companies reso%rces$ Ds is very clearly
seen Mar%ti S%5%'i has opted for a selective speciali5ation 'ind of tar&etin&$ Mar%ti
S%5%'i has selected a n%mber of se&ments each objectively attractive and
appropriate$ There is minimal syner&y amon& the se&ments b%t each is a cash co($
This m%lti se&ment strate&y has had the effect of diversifyin& the firm*s ris'$
8avin& Bolly(ood celebrities to endorse its cars paid off for Mar%ti S%5%'i$
Bolly(ood celebrities li'e S%nny @eol as a brand ambassador tar&ets t(o sections of
the society$ 4irstly) his &lamoro%s and sophisticated ima&e appealed to the elite
effectin& their p%rchase decisions$ Secondly) his adorable persona appealed to the
middle class b%yers (ho (anted a &ood car for the Xbi&* investment they (ere
ma'in& and for people (ho (ere &rad%atin& from the second hand car$
The lo( price ta& of Mar%ti S%5%'i initiated a price (ar amon& all companies and
forced Tata Indica to pre"pone its la%nch$ The initial lo( price ta& and stren&thened
by a solid mar'etin& initiatives in form of print advertisements provided a solid
fo%ndation for Mar%ti S%5%'i in India (hich sho(ed in its sales of C000 %nits in j%st
# months$
Mar%ti S%5%'i has identified its tar&et mar'et based on its pricin& strate&y$ S(ift aims
to be the price leader in B"Se&ment cars$ It has al(ays priced its base model lo(er
than Ken or Indica &ivin& all the feat%res (hich they &ive in their hi&her models$ 6ith
a constant chan&e in its positionin& strate&y) Mar%ti S%5%'i S(ift has s%cceeded in
identifyin& its tar&et mar'et every time and emer&in& as the fastest sellin& car in its
o(n se&ment$ 6ith the invent of S(ift) Mar%ti S%5%'i is loo'in& to(ards entire ne(
se&ment of cons%mers and all set to tar&et it to emer&e as the mar'et leader in B"
Se&ment cars$
P'2-0-',-,1
Since its inception) S(ift has %nder&one a lot of chan&es in terms of its positionin&$
4irst it (as S(ift) then S(ift V;I) and then came finally S(ift V@I$
6hen S(ift (as initially la%nched it (as positioned as 0The ,omplete 4amily ,ar1$
Since S(ift (as la%nched in B"Se&ment) it had Santro and Tata Indica as its bi&&est
competitors in that se&ment$ The stylish XTall Boy* @esi&n of S(ift toðer (ith its
slo&an helped it to position itself as one of the cars to loo' %pon$ 6ith a constant
chan&e in its positionin&) Mar%ti S%5%'i al(ays tried to 'eep alive the b%55
associated (ith S(ift$
Mar%ti S%5%'i repositioned S(ift as 0S%nshine ,ar <smart car for yo%n& people>1
from earlier 0complete family car1$ This (as done beca%se the competitors (ere
comin& o%t (ith similar prod%cts and then Mar%ti S%5%'i started (hat they call as
X.motional +ositionin&*$ This repositionin& of S(ift also helped it to tar&et the
se&ment of first time car b%yers$ .ven the print ads at this time (ere desi&ned in a
(ay to project S(ift as the first car for the fastest &ro(in& cons%mer se&ment of
India at that time) The Yo%n& +rofessionals) of the service ind%stry that combined
(ith vario%s loan facilities (ere too ea&er to b%y their first car$ This led to a
phenomenonal &ro(th in its sales and f%rther stren&thenin& its position as a brand in
cons%mer mind$ Th%s the repositionin& of S(ift &ave it an ed&e over its competitors
and also to emer&e as a to%&h rival to Mar%ti :00 as XThe 4irst ,ar*$
PORTERS #IVE #ORCES MODEL
>arriers to "ntry
6ig$ ca%ital investment reFuired
Strong distribution net'or= of
existing %layers
Strong "rands existing
!conomies of Scale
Threat of ubstitutes
S'itc$ing &ost to substitute is very
lo'
)rice G %erformance Trade off of
substitutes
"rand loyalty does not exist
>argaining power of
uppliers
,o substitute for critical n%uts
S'itc$ing cost from one
su%%lier to ot$er is $ig$
Su%%lier integrating for'ard
for $ig$er %rices and margins
>argaining power of
>uyers
+vailability of many brands
)rice sensitivity
"uyer nformation
)roduct differentiation
Ri?alry among e=isting firms
!xit barrier
ndustry 0ro't$
ndustry &oncentration
Diversity of rivals
)rice com%etition
)roduct differences
SWOT ANALYSIS
STRENGTHS
Brand AameP Mar%ti S%5%'i has emer&ed as a stron& brand name in recent
times$ Bac'ed (ith the parent company Mar%ti S%5%'i this is reco&ni5ed as a
stron& player in (orld(ide a%tomotive mar'et) S(ift has definitely a val%e
associated (ith it any individ%al (ill li'e associatd (ith$
3ar&e @istrib%tion Aet(or'P 6ith a stron& dealer net(or' of aro%nd G000
dealers al aro%nd the co%ntry) Mar%ti S%5%'i has made its presence felt in
each and every corner of India$
6ide +rod%ct offerin&s at different price pointsP Mar%ti S%5%'i has la%nched
vario%s models in vario%s se&ments and hence has a very &ood prod%ct mi/
of offerin&s as different price points$
,heapest cars in respective se&mentsP Mar%ti S%5%'i has al(ays follo(ed an
a&&ressive pricin& policy$ Ds a res%lt it has its cars priced at lo(est possible
rates in respective se&ments$
.nco%ra&in& ./portsP Bac'ed by a stron& prod%ction and a &lobal set%p at
-%r&aon) Mar%ti S%5%'i is e/portin& a lot$ Dn e/port of (orth Js$ )G2# crores
has been achieved in last si/ months$
D(arded Many D(ardsP Mar%ti S%5%'i has been a(arded (ith many a(ards
and reco&nitions li'e 0The Star ,ompany1 amon&st %nlisted companies by
B%siness Standard this year$ Its vario%s models li'e S(ift has achieved many
a(ards) thereby increasin& the brand val%e of the company$
.conomy (ith technolo&yP Mar%ti S%5%'i*s cars have al(ays seen as a
company prod%cin& cars blendin& economy (ith technolo&y$ S(ift*s initiative
of p%ttin& a M"bit microprocessor on board has proved as one of the major
reasons for its s%ccess and that too for the lo(est price in its se&ment$
WEAKNESSES
3ac' of in ho%se J 9 @P Mar%ti S%5%'i does not have a comprehensive J 9 @
department$
Ae( model introd%ction to only cosmetic chan&esP There is no major desi&n
chan&es incorporated in Mar%ti S%5%'i prod%cts$ Enly some cosmetic
chan&es have been made$
@ominance mainly at lo(er levelP Mar%ti S%5%'i dominance in Indian mar'et is
only at its lo(er level se&ments li'e S(ift in B"Se&ment and Dccent n ,"
Se&ment$ It has to foc%s on its %pper se&ment models to stren&then its
position in Indian car ind%stry$
OPPORTUNITIES
Jise of Indian middle class and small citiesP Ds a phenomenonal &ro(th is
seen in recent times in Indian middle class and the p%rchasin& po(er of
(or'in& class individ%als$ Dlso a rise in small cities across the co%ntry has
&iven a &reat opport%nity to Mar%ti S%5%'i for achievin& a hi&her &ro(th rate
in comin& times$
D Boomin& .conomyP Indian economy is &ro(in& at a rate of on an avera&e of
CI every year thereby &ivin& an opport%nity of lar&er sales in each and every
se&ment$
Jisin& e/portsP 6ith a e/port of Js$ )G2# crores in last si/ months) Mar%ti
S%5%'i has a &reat opport%nity of achievin& a e/port tar&et of Js$ 2)C00 crores
in this fiscal year$
THREATS
Many players fi&htin& for the same ca'eP There a many major players in the
B"Se&ment and since the si5e of mar'et is not e/pandin& rapidly) Mar%ti
S%5%'i has a major threat in form of to%&h competition$
.ntry of ne( playersP (ith comin& of Tata Indica and other players plannin& to
come o%t (ith m%ch more models in B"Se&ment) the competition is j%st
&ettin& hotter$
,annibalismP to some e/tent the Ken is affectin& S(ift beca%se of its price$
Th%s Mar%ti S%5%'i has to foc%s more on its positionin& strate&y of Ken and
S(ift$
CONCLUSION
Mar%ti =dyo& 3td$) a joint vent%re bet(een the -overnment of India and the S%5%'i
Motor ,orporation of Fapan (as India*s lar&est a%tomobile company in 200#$ It
operated in the passen&er vehicle mar'et and man%fact%red affordable and f%el
efficient cars for the Indian masses$ Mar%ti :00 (as its fla&ship small si5ed car and
(as the best sellin& car in India since decades$ In 200#) S%5%'i la%nched their &lobal
car XS(ift* in international mar'ets and later in India$ S(ift (as the first stylish
compact car from the stable of Mar%ti and (as a differentiator from its earlier
prod%cts$ The la%nch of S(ift had bro%&ht Mar%ti in lime"li&ht and vario%s &lobal
international a%tomobile man%fact%rers anno%nced their plans to boost their
investments in India and la%nch competin& cars$ The competition (as e/pected to
intensify to &rab the b%r&eonin& c%stomer base$
The Indian car mar'et c%rrently appears to be at a crossroads) (here car mar'eters
are attemptin& to chan&e c%stomer perceptions of their brands and (here specific
b%yin& motivations appear to be replacin& &eneralities$
This mean(hile is 2%ite %nli'e the (est (here b%yers consider aesthetics) comfort
and safety) not necessarily in that order) before finalisin& a p%rchase$ 0It*s smarter to
thin' abo%t emotions and attit%des) if mar'eters are to do a better job of marryin&
(hat a car offers to the cons%mer*s ima&e of the offerin&s$
The mindset of the Indian cons%mer is s%ch that he is deli&hted if he b%ys a pen a
little cheaper than his nei&hbo%r$ Thin&s are) ho(ever) slo(ly chan&in& and
c%stomers at the %pper end of the mar'et are no( ready to pay more for more$ I
hope that this approach (ill soon enter the small car se&ment) maybe not (ith the
same intensity $
0S%ccess (ill lar&ely be determined to the e/tent a company can differentiate itself in
terms of intan&ibles that &o (ith a car1$ Th%s) s%ccess co%ld (ell hin&e on the best of
b%ndle of services that a carma'er can provide$ Mar%ti S%5%'i &re( from 5ero to the
#00)000 mar' and the n%mber Ene sales spot in India in j%st five years$ 3oo'in& at
the present scenario it can be said that tho%&h there is lot of competition in the a%to
(orld Mar%ti S%5%'i is pic'in& %p (ell$
ANNE8URES
O$ 4rom ho( many years yo% are =sin& Mar%ti S%5%'i ,ars7
a> More than 2 years
b> More than # years
c> More than 0 years
O2$ Is ,%stomer price Sensitive7
a> Yes
b> Ao
OG$ 6hat is ,ompetitive Ddvanta&e of Mar%ti S%5%'i over other
cars ,ompanies7
a> +rice
b> O%ality
c> Dfter sales services
d> Ether
O!$ 6hich Version is the ,%stomer +refer more7
a> +etrol
b> @iesel
c> 3+- or -DS
O#$ 6hat is its Sales +osition of Mar%ti S%5%'i7
a> -oin& =p
b> -oin& @o(n
c> Jemains ,onstant
OM$ Dre yo% a(are abo%t the present boom in Mar'et7
a> Yes
b> Ao
OC$ 6hat method do yo% follo( for sell of yo%r prod%cts7
a> @irect sales Method
b> Indirect @ealership Method
c> Both
O:$ 6hich is the major factor to increase the sale of yo%r
prod%cts7
a> Brand
b> @emand S%pply 4actors
c> O%ality
d> Ether 4actors
OB$ 6hich are the prod%cts of the company that are favorite
amon& the c%stomers7
a> O%ality Based
b> .conomical R ,heap
c> Branded
O0$ @o yo% see the probability of a separation bet(een Mar%ti
and S%5%'i in f%t%re7
a> Yes
b> Ao
Aame Q
Si&n Q
+rofession Q
@ate "
BIBLIOGRAPHY
B''.2 ? J'4&,*;2
Mar'etin& Mana&ement by +hillip ?otler
Brand positionin& by S%broto sen&%pta
+ositionin&P The Battle for yo%r mind by Dl Jies 9 Fac' Tro%t
Dhl%(alia) I$F$ <B::>$ TInd%strial +olicy and +erformance in IndiaT in 3%cas)
J$.$B$ and -$4$ +apane' <eds$> <B::>$ The Indian .conomyP Jecent
@evelopment and 4%t%re +rospects$ @elhiP E/ford =niversity +ress) pp$ #"
M2
DIDM <BBB>$ Jecommendations for @evelopin& Indian D%tomotive +olicy$
Dssociation of Indian D%tomobile Man%fact%rers) Ae( @elhi
N/B2=*=/&2, J'4&,*;2 ? M*1*5-,/2
B%siness 6orld
The .conomist
.conomic Times
D%to car India*s