STP of Maruti Suzuki

STP of Maruti Suzuki

-2Gautam Chopra

Saurabh Chopra

Abhay Chawla

Chaman Tanwar

Kanak Binayakiya

Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983.

Its Chairman is Mr. R. C. Bhargava

MD & CEO = Mr. Kenichi Ayukawa

Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. (17 Sept. 2007,) and currently the country’s largest car maker.

The company's headquarters are located at “Plot no.1 Nelson Mandela Road, Vasant Kunj, New Delhi-110070.

Introduction

Product Line

Segmentation

Geographical Demographic Psychographic Behavioral

Geographical Segmentation

Country wise reach. For Urban and Semi Urban areas.

Demographic Section For every life cycle but above age of 18 years.

Income base segmentation

Low Medium High

2-5 lakh 5-8 lakh 8 lakh and aboveAlto 800 Swift CiazK10 Desire ErtigaCelerio Baleno S-cross

Family Sizesmall large

Psychographic Segment

It focuses middle class people. Company also has sports oriented cars.

Behavioral Segmentation

Benefit Sought

Road Warriors Generation Price

shoppers

Ciaz Celerio Alto-800

Usage Rate/Frequency

Heavy Product Use

Medium Product Use

Low Product Use

Diesel Petrol/Diesel

Petrol

Maruti Suzuki42%

Hundai Motors15%

Mahindra & Mahindra10%

Tata Motors8%

Others25%

market share

Competitors Analysis

Basis Swift Grand-i10

Price 4.68lakh 4.80lakh

Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol)

24kmpl(Diesel)/18.9(Petrol)

Engine 1248cc(Diesel)/1197cc(Petrol) 1197cc(Diesel)/1120cc(Petrol)

Improvements Needed

Cars should be more spacious. Modernization is needed in designs. Must give some additional features

models. Focus on safety of users

References

http://articles.economictimes.indiatimes.com/2014-04-11/news/49058710_1_honda-cars-india-maruti-suzuki-india-passenger-vehicle-sales

www.youtube.com www.financialexpress.com http://www.carwale.com/comparecars/hyundai-creta-vs-marutisuzuki-s-cr

oss/

www.google.com www.slideshare.com