MARUTI SUZUKI Maruti was a private limited company named “ Maruti technical services private limited” (MTSPL) launched on November 16, 1970.Started production in 1983.

SITUATIONAL ANALYSIS Analysing industry:-

Consolidated market Oligopoly

Analysing competition :- (Maruti Suzuki)Direct :- Hyundai, FordIndirect:- public transport, two wheelers.

Analysing customers:-Time periodBenefit soughtLife style

LEADER OR FOLLOWER..?

PESTLE ANALYSIS

POLITICAL ENVIRONMENT

• Politically stable• Support from Make in India campaign

ECONOMIC ENVIRONMENT

• Cheap car loans available.• Government promoting FDI•Rise in gdp

SOCIAL ENVIRONMENT

• Increasing purchasing power.• Lifestyle and attitudes.•Distance between residence and work place

TECHNOLOGICAL ENVIRONMENT

•Rapid advancement in technology.• Six sigma.•Solar battery operated cars

LEGAL ENVIRONMENT

• Complying with ever evolving emission standards.• Complying with safety and technical standards.

ECOLOGICAL ENVIRONMENT

• Solar technology•CNG cars

PORTER’S INDUSTRY ANALYSIS

IS THE INDUSTRY

PROFITABLE?

SURVIVAL…?

INDUSTRY ATTRACTIVENESS….

!!

INDUSTRY COMPETITIVENES

S

HIGH( ORGANISED

MARKET)

RIVALRY AMONGST

INDUSTRY FIRMS

THREAT OF NEW ENTRANTS

LOW

BARGAINING POWER OF

BUYERS

HIGH

THREAT OF SUBSTITUTES

HIGH

BARGAINING POWER OF SUPPLIERS

LOW

PORTER’S 5 FORCES

MARKETING OBJECTIVEIncreasing the sales volumeTarget 2020Enhanced Research and DevelopmentEntering premium segment through NEXA

SEGMENTATION AND TARGETTING

SEGMENTS

FEATURESMILEAGE DESIGN VALUE FOR

MONEYPERFORMANCE

LUXURY

PREMIUM CIAZ KIZASHI SWIFT

MIDMARKET RITZ CELERIO DZIRE,ERTIGA

BUDGET ALTO EECO,STINGRAY

TARGETTING Mass marketing

Diffrentiated marketting Market concentration Niche marketting

POSITIONINGTARGET SEGMENT Middle and High Income

Level, FamiliesCONSUMER BEHAVIOUR Price Sensitive, Value

seekingNATURE OF COMPETETION

Direct: Hyundai, Mahindra, Honda, TataIndirect: Public Transport, Two Wheelers

POINTS OF PARITY Ease of travelling, Safety

POINTS OF DIFFERENCE Mileage, Customer Service, High Resale Value

CRAFT THE POSITION Economically Oriented Vehicle

TESTING 2D

VARIABLES DIFFRENTIAL POINTS

BRAND Performance, reliability

SERVICE Best after sales services,

CHANNEL Wide coverage, cost effectiveness

IMAGE Emotional connect

DIFFRENTIATION

4 P’S OF MARKETTING

PRODUCT

PRICE

PLACE

COVERAGE IN COUNTING

SHOWROOMS 400DEALER WORK SHOP 600

AUTHORIZED SERVICE STATION 1900CITIES COVERED 1190

MANUFACTURER DEALER

CUSTOMERS

THREE LEVEL CHANNEL

Promotion strategyROAD SHOWSPRINT MEDIAFree test drivesProduct warranties as high as 40,000kms

Out of the box promotions

FINANCIAL AUDITAd expenditure as a percentage of revenue went up in FY15 for all the top companies.The country’s largest passenger vehicle maker, Maruti Suzuki, spent Rs 464 crore, about a third more than in FY14 which was 0.93% of their revenueSource: business-standard.com

THANK YOU SIR