SYNOPSIS OF THE DISSERTATION PROJECT

A STUDY ON MARKET SEGMENTATION: A STUDY AT

MARUTI UDYOG LTD

Submitted in partial fulfillment of the requirements of the
BangaloreUniversity for the award of degree in


MASTER OF BUSINESS ADMINISTRATION

Submitted by
NITHIN M
11NPCMA073

Under the guidance of
DR. G. NIJAGUNA



Department of Management Studies
Kattigenahalli,Yelahanka,
Bangalore-560064
Feb 2013

Introduction:
Market segmentation is a marketing strategy that involves dividing
a broad target market into subsets of consumers who have common needs
(and/or common desires) as well as common applications for the relevant
goods and services. Depending on the specific characteristics of the
product, these subsets may be divided by criteria such as age and gender,
or other distinctions, such as location or income. Marketing campaigns
can then be designed and implemented to target these specific customer
segments, addressing needs or desires that are believed to be common in
this segment, using media that is used by the market segment.

Statement of Problem:
There a few reasons why businesses may use market segmentation.
These reasons can include increasing market share, to identify new ways
to market a product, to assist/improve new product development and to
extend products into new markets.
Businesses can seek to identify and target a market segment that they
have not yet reached. To target this segment effectively they will have to
adapt their products and marketing strategy to become established within
the segment. Doing this correctly serves to increase the businesses market
share.

Objectives:
1. Find out the marketing strategies of MARUTI UDYOG Ltd.
2. To check out the Marketing mix strategies of MARUTI.
Product strategies.
Place strategies.
Price strategies.
Promotion strategies.
3. Exporting strategies.
4. Find out the BCG matrix for maruti udyog ltd.
5. Find out the key success factor of maruti udyog and overall business
strategies of MARUTI UDYOG Ltd

Methodology:
Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is
done scientifically. In it we study the various steps that are generally
adopted by a researcher in studying his research problem along with the
logic behind them. It is necessary for the researcher to know not only the
research methods or techniques but also the methodology.


Plan of analysis and Research:
Explorative research
Research is an academic activity and as such, the term should be used
in a technical sense. It comprises defining and as such, the term should be
used in a technical sense. It comprises defining and redefining problems,
formulating hypothesis or suggested solution: collecting, organizing and
evaluating data making deduction and conclusion to determine whether
they fit the formulating hypothesis.

Analytical tools employed:
Customer relationship, customer segment, targeting, product
development, research and development, price discrimination.

Possible outcome of the study:
The study helps to learn the market condition. it gives the outline of,
requirement of customer in the market. It also makes way to build the gap
between industry and its customers.



Chapter Scheme:
Table of Contents

CHAPTER NO. PARTICULARS PAGE NO_
List of Tables
List of Figures
List of Abbreviations
1 Introduction
2 Review of Literature & Design of the Study
2.1 Introduction
2.2 Review of Literature
2.3 Statement of the Problem
2.4 Scope of the Study
2.5 Objectives of the Problem
2.6 Hypothesis
2.7 Operational Definitions of Concept
2.8 Methodology
2.9 Limitations of the Study
2.10 Chapter Scheme
3 Profile of the Industry
3.1 -An Overview
3.2 Profile of the Organizations
4 Results, Analyses & Discussions
5 Summary of Findings, Conclusions & Suggestions
5.1 Summary of Findings
5.2 Conclusions
5.3 Suggestions
5.4 Policy Implications & Scope for further Study
Appendices
References


Conclusion:
From this study, it can be seen in the marketing variables which are
the basis for segmentation such as age and geographic variables. In a
competitive market both companies must identify and target different
market segments in order to remain at the cutting edge. Differences
between the companies are evident with respect to product, pricing, place
and promotion.


Name of the guide: Submitted by:
DR. G. NIJAGUNA Nithin M
(11NPCMA073)