This case study analyzes the market expansion strategies of Maruti Udyog (MUL), India's largest passenger car manufacturer, established in 1982 as a joint venture between the Government of India and Suzuki Motor Corporation of Japan. Some key points: 1. MUL launched its first model, M-800, in 1983 and saw increasing success with additional launches like the Maruti Gypsy in 1985. Production reached 1 million cars by 1994. 2. MUL faced competition following the liberalization of the Indian economy in 1991 and the de-licensing of the passenger car industry in 1993, which allowed global players to enter the market. 3. By 2002, Suzuki increased its stake in MUL

1. CASE STUDY ON MARKET EXPANTION STARTEGIES OF MARUTI UDYOG Presented by: Ajay Kumar Munish Kumar

4. Maruti Gypsy in 1985

5. SMC’c share increased from 26% to 40% in 1987

6. Maruti 1000 launched in 1990

7. Liberalization of Indian economy in 1991

8. Maruti Zen launched in 1993

11. Difference of opinion between GOI and SMC regarding appointment of MD in 1997

12. Production reached 2 million cars in 1997

13. Maruti baleno and wagonR launched in 1999

15. Alto declared Best selling car in India in 2004

16. Unveils Versa Variant At Rs 3.27 Lakh in same year

18. SWOT Analysis of Maruti Udyog

19. TOWS MATRIX

20. GENERIC COMPETITIVE STRATEGIES Lower cost Differentiation Broad target Narrow target

22. BCG Matrix with respect to Maruti models

24. Unattractiveness among people due to old design where as Alto was present with contemporary design

25. Sales of M-800 Sales of Alto

27. Direct competition with Hyundai Getz (Rs. 4,50,000)

31. If the car has contemporary design and Euro 4 norms it will the only car available in mini car segment as Maruti has euro 3 norms

32. With this Tata will penetrate towards the lower segment of value pyramid which is providing maximum market share to MarutiSteps to counter Nano effect: New contemporary design should be launched Reduce the engine capacity to make it price effective and milegeable

34. It should give a customized car

35. Should introduce peace of mind concept in advertisement campaign

36. It may use promotional campaign to reduce perceived risk in the mind of customer regarding pre-owned cars