PROJECT REPORT

On

INDUSTRY POTENTIAL OVERVIEW & ENTRY

PROPOSAL FOR MASERATI CARS IN INDIA - A
BUSINESS PLAN AND MARKETING STRATEGY
BIG BOY TOYZ PVT. LTD.
( A Pre-owned luxury car dealer )
Ghitorni, New Delhi.
Project Mentor: Ms. Yagika Madan, Head Brand &
Marketing
Internal Guide: Prof. Atri Nautiyal, UPES,
Dehradun
Project Duration: 19 th May13 - 21th
July13
Submitted by

Mansi Garg
MBA-International Business
SAP-ID: 500021390

EXECUTIVE SUMMARY
1 TITLE OF THE PROJECT
Project report on Industry potential overview & entry proposal for Maserati
cars in India - a business plan and marketing strategy.

2 OBJECTIVE OF THE STUDY

What are we
trying to
achieve?

Who are we
engaging with
and when?

How are we
going to do it?

What are we trying to achieve?

Cost effective, flamboyant market visibility and number of touch points

in brick-and-mortar format or shop in shop concept along with virtual
and emotional connectivity.
Market penetration of luxury car market in India.
Making entry proposal for Maserati cars in India.
Customized approach for better connectivity with the end users.
Global scenario and government regulations related to reduced import
tariff in luxury car as well as used luxury car industry.
Through Sales figures, targets and annual budget, designing the
marketing plan.

Who are we engaging with and when?

Looking at engaging with the customers of the entire country in 3 phases.
Initially, locating the target audience and influencers of the market. In the
second phase beginning with healthy brand building with the help of
Integrated Marketing Solutions, while the last phase will be about sustaining

the growth pattern and increase in the touch points while managing proper
import procedure and keeping eye on potential market.
How are we doing it?
With 7 years of experience in the field of International exposure and
Branding, the company has high social network with the Press and
Media personnel.
Having handled some of the nations large scale product launches and
events, with a fact that upon the recommendation of Magus;
customers have bought cars even before the actual launch of the
models in India as seen in the case of BMW X6, Land Rover, Infiniti,
Chrysler, Aston Martin and a history of selling 17 Maseratis till date.

3 RESEARCH METHODOLOGY
Type of Research: The research design simplifies the method for data
collection & data analysis determine the source of data. Most specifically it
was a kind of Descriptive conclusive research who takes care of who,
where, what, how and why aspects of the investigation, further, statistical
method is used to serve the project, it permitted the research to drive more
accurate generalization whose reliability could be measured.
Data Collection:
Primary Data: For this survey, we prepared one questionnaire which was
the only data source for our research. Close-ended, multiple choices. Also
collected 19 responses from Facebook by posting our survey there
Survey Approach: prepared a questionnaire and got it filled from the users
of the different cars. We collected data from different showrooms, malls and
parking areas.
Sampling: The sampling was done on the random customers. Our sample
size was of 300 customers.
Secondary data: In this particular research, all the data were secondary
which were provided by the company itself and internet is used to find
information regarding industry.

4 FINDINGS & CONCLUSION

Although automakers continue to focus on shifting their production facilities

to new regions driven by cost and demand factors, developing the supplier
networks remains one of the greatest challenges faced by them.
Existing suppliers to automakers often lack the financial strength to expand
capacity in new markets.
Find Total outlays and units sold in India, Brand position of major players in
India, Number of dealership of Luxury cars in India, marketing plan of the
company ( annually) and budget split, Import/export procedure and
documentation
Growing number of young entrepreneurs in India inclined to drive luxury cars
is bringing about healthy demand for such cars. The Indian economy is
raising a lot of interest globally given its statistics of the highest disposable
incomes and increase in the number of millionaires. In a competitive market
like US where most manufacturers have luxury car variants available,
German manufacturer BMW has come out on top by selling 20,097 units this
November. Japanese manufacturer Toyota Motors brand Lexus, came second
with 18,240 units while compatriot manufacturer, Mercedes Benz came a
close third with 18,208 sales.

5 RECOMMENDATIONS
i.

To remain competitive, the automakers will need to design vehicles

that will cater to consumers in both mature and emerging markets
while manufacturing them at low-cost using the most advanced
technology.

ii.

The automakers are concentrating on offering more optional features

(which will save money on gas) even on the small and less gas-guzzler
vehicles in order to attract buyers. The sale of optional features is
helping them offset lower profit margins for small cars relative to large
trucks.

iii.

The automakers continue to shift their production facilities from highcost regions such as North America and the European Union to lowercost regions such as China, India and South America. According to a
study by CSM Worldwide, China and South America together are
projected to represent more than 50% of growth in global light vehicle
production in the auto industry from 2008 to 2015.

iv.

The role of governments is highly significant. Governments in all major

countries have become active auto industry players. Their energy and
environmental policies will be strongly responsible in molding the auto
industry in the coming years.

Auto sales in the country can improve if the government renews some
of its policy incentives that helped the country overtake the U.S. as the
biggest auto market

Many leading automakers can took few steps in coming years to push
green car technology.

Proper guidance for the visitors about parking by security guard &
parking board as well to create more awareness.

Customer should be treated equally before & the booking of a car.

Showroom should more spacious & provide privacy to customers.

Each and every process of the import should be monitored carefully.

The costs for preparing, sending and receiving documents as well as

the arrangement of Magus Ltd. are quite high; therefore steps should
be taken to investigate how to reduce these costs
Open and international standards should be adopted to ensure
technical interoperability within and across borders.