3. • Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, was incorporated
under the provision of Indian Companies Act 1956 on 21 February 1981
• A license and a Joint Venture agreement was signed between the Government of India and
Suzuki Motor Company(Now Suzuki Motor Corporation based in Japan).
• It is a 56.21% owned subsidiary of the Japanese car and motorcycle manufacturer Suzuki
Motor Corporation.
• As of July 2018, it had a market share of 51% of the Indian passenger car market.
• The first manufacturing factory of Maruti was established in Gurgaon, Haryana, in 1982
• The company is headquartered at New Delhi. In May 2015, the company produced its
fifteen millionth vehicle in India, a Swift Dzire.
5. • Maruti has been
Indian market leader
since a long time
• Good advertising
and high brand
visibility.
• Excellent features,
good mileage for the
urban middle class
looking for a luxury
sedan at an
affordable price.
• Available in petrol
and diesel variants.
• One of the most
popular global brand
names
• Light body
• Difficult to
maintain market
share in an
intense
competitive
sedan market
• Fast growing
automobile market
• Increasing
purchasing power
parity
• Intense
competition
• Government
regulations and
increasing fuel
prices
• Improvement in
public transport
SWOT ANALYSIS
Strength Weakness Opportunity Threat
7. 0
5000
10000
15000
20000
25000
Nov. 18 Dec. 18 Jan. 19 Feb. 2019 Mar. 2019 Apr. 2019 May. 2019 Jun. 2019 Jul. 2019 Aug. 2019 Sep. 2019 Oct. 2019
Maruti Dzire
Honda Amaze
S
A
L
E
S
C
H
A
R
T
S
A
L
E
S
F
I
G
U
R
E
S Source : ECONOMIC TIMES
8. SWIFT DZIRE
KEY SPECIFICATIONS
• length of 3995mm, width of 1735mm and a wheelbase of
2450mm.
• ARAI Mileage: 28.4 kmpl
• Fuel Type: petrol/ diesel
• Engine Displacement : 1248 cc
• Seating Capacity: 5
• Transmission Type: Manual/ Automatic
• Boot Space: 378 liters
• Body Type: Sedan
9. CLASSIFICATION OF
PRODUCT:
Broad classification-
Consumer goods &
Industrial goods
Further 4 types of
consumer goods:
i. Convenience products,
ii. Shopping products,
iii. Speciality products,
and
iv. Unsought products.
SHOPPING PRODUCTS:
• High priced
(compared to the
convenience
product)
• Less frequently
purchased
NEEDS OF CUSTOMER
FULFILLED BY
PRODUCT:
• UNSTATED NEEDS
• REAL NEEDS
• DELIGHT NEEDS
10. •For petrol variants: Rs. 5.83 lakh to Rs. 8.69 lakh
•For diesel variants: Rs. 6.67 lakh to Rs. 9.53 lakh
Affordability
Emotional
Basis(Reliability)
Value
Trust
11. Contribution to Total Sales
While Dzire accounts for 15% of the total sales in units, its
contribution to the total revenue is around 23%.
Source : Rushlane.com
12. EFFECTS OF BHARAT EMISSION STANDARD
(BS-VI) ON PRICE
• Slashing of price.
• Company is offering benefits of Rs.90,000 on diesel
car.
• Discontinuing the diesel model.
• Diesel car will become more expensive with
implementation.
• Current gap between the petrol and diesel car is
Rs. 1 lakh which will widen up to Rs. 2.5 lakh.
13. SHOWROOMS
• 363 NEXA SHOWROOMS FOR PREMIUM CAR SEGMENT
• 450 ARENA SHOWROOMS FOR BUDGET CAR SEGMENT
SERVICE
NETWORK
• 3634 AUTHORIZED SERVICE CENTRES (COVERING 1789 CITIES)
• 30 EXPRESS STATIONS ON NATIONAL HIGHWAYS (COVERING 1314 CITIES)
PRODUCTION
FACILITIES
• 2 FACTORIES IN MANESAR AND GURUGRAM WITH AN ANNUAL CAPACITY
EXCEEDING 15 LAKH CARS PER ANNUM.
• 1 MANUFACTURING FACILITY IN GUJARAT WITH AN ANNUAL CAPACITY OF OVER
2.5 LAKH UNITS.
14. Maruti Suzuki carries out its promotional
strategy in 2 ways:
Above the
line (ATL):
• Television
• Newspaper print ads
(advertisements in
newspapers by
local dealers)
• Advertisements in
magazines
Below the
line (BTL):
• Exchange fair or
Melas
• Sponsorship
• Others (direct
contact, offers and
discounts ,word of
mouth)
PROMOTIONAL EXPENDITURE
• Maruti Suzuki, may increase its marketing budget by 5-10 per cent this fiscal year.
• The car major had spent around Rs 357 crore on brand promotion activities last fiscal year.
Source : ECONOMIC TIMES
