In 1982, Government of India entered into a joint venture with Suzuki motor corporation of Japan. Plant was established at Gurgaon in Haryana. A BRIEF INTRODUCTION TO MARUTI SUZUKI INTRODUCTION Maruti Suzuki India Limited is a publicly listed automaker in India. It is a leading four-wheeler automobile manufacture in South Asia.
Suzuki Motor corporation of Japan holds a majority stake in the company.
It was the first company in India to mass-produce and sell more than a million cars.
Its manufacturing plant, located some 25 km south of New Delhi in Gurgaon, has an installed capacity of 3,50,000 units per annum, with a capability to produce about half a million vehicles.
Maruti Suzuki is one of the India's leading automobile manufacturers and the market leader in the car segment.
Until recently, 18.28% of the company was owned by the Indian government, and 54.2% by Suzuki of Japan.
The company annually exports more than 50,000 cars and has an extremely large domestic market in India selling over 730,000 cars annually.
Maruti 800 till 2004, was the India's largest selling compact car ever since it was launched in 1983. INTRODUCTION PRODUCTS Maruti 800 Maruti Alto Maruti Grand Vitara XL-7 Maruti Gypsy King Maruti Omni Maruti Suzuki SX4 Maruti Swift Maruti Versa Maruti Vitara Maruti Wagon-R Maruti Zen MAJOR COMPETITORS INTRODUCTION TO STUDY SEGMENTATION:- It is necessary to understand the Indian car market classification and the segments in which MUL operates.
A. Price Based Classification
The different price segments used by Maruti were as follows:
1. Segment A cars priced lower than Rs. 300,000 2. Segment B cars priced between Rs. 300,000 and Rs. 500,000 3. Segment C cars priced between Rs. 500,000 and Rs. 1,000,000 4. Segment D cars priced between Rs. 1,000,000 and Rs. 2,500,000 5. Segment E cars priced above Rs. 2,500,000
CONT. B. Length & weight Based Classification:-
Segment A1 (Mini) cars having a length up to 3,400mm Segment A2 (Compact) cars having a length of 3,401- 4,000mm Segment A3 (Mid-size) cars having a length of 4,001- 4,500mm Segment A4 (Executive) - cars having a length of 4,501- 4,700mm Segment A5 (Premium) cars having a length of 4,701- 5,000mm Segment A6 (Luxury) cars having a length of more than 5,000mm
SALES PERFORMANCE OF MARUTI SUZUKI IN 2013
Maruti Suzuki domestic sales grow 2% in Jan 2013. Car market leader Maruti Suzuki India Limited sold a total of 114,205 units in Jan2013. OBJECTIVES OF THE STUDY To know the way Maruti Suzuki has segmented its cars. To know about the sales trend of Maruti Suzuki. To know the areas in which the dealers satisfy their customers. To come out with the conclusion and recommendations based on the analysis and interpretation.
RESEARCH METHOLOGY RESEARCH METHODOLOGY:-
The purpose of methodology section in the report making is to describe the research process that is followed while doing the main part. This would however include the research design, the sampling procedure, and the data collection method. CONT Research Instrument:-
For doing the survey research, structured questionnaire was used.
Mode of Survey:-
The mode of survey was personal interview with the respondents during the filling up of the questionnaires.
SAMPLE DESIGN SAMPLE SIZE:- 50 Dealers and Officials have been surveyed to know their opinions.
SAMPLING TECHNIQUE:- Random Sampling Technique was used. DATA ANALYSIS & INTERPRETATION For the data I visited the some dealers and officials of Maruti Suzuki in Haryana and based on their view and talk we try to interpret on our own. So the primary data is collected in the form of questionnaire and their data analysis and interpretation is given afterward. Q. From how many years you are selling Maruti Suzuki cars?
70% 20% 10% 0% 10% 20% 30% 40% 50% 60% 70% % RESPONSE No of years YEARS OF SELLING More than 2 years More than 5 years More than 10 years CONT DATA ANALYSIS:-
From the above diagram, it is clear that the most of dealers i.e. % of them are having more than 2 years experience, 30 % of them are having more than 5 years experience and only 5 % have more than 10 years of experience with them.
DATA INTERPRETATION:-
So the above query clears that all the dealers are experienced enough to understand the trend of sales and segmentation of Maruti Suzuki. And they can also add valuable suggestion to us for the recommendation part.
Q .Which segments of cars you are selling more?
12 69 13 5 1 0 10 20 30 40 50 60 70 % OF SALES SEGMENTS SALES IN DIFFERENT SEGMENTS A B C D E CONT DATA ANALYSIS:-
From the diagram, we can conclude that % of sale of Segment A is 12, segment B is 69, segment C is 13, Segment D is 5 and segment E is only 1 %.
DATA INTERPRETATION:-
Here we see that Maruti Suzuki is market leader in B-segment cars. So the models Like Wagon R, Alto, Zen Estilo, and Swift are the hot selling product of it. However, it is lacking in the segments like D and E. Cars like Dzire, SX4 and Grand Vitara should be improved in accordance with the customers need.
Q. Is customers are price sensitive?
PRICE SENSITIVENESS 62% 38% YES NO CONT DATA ANALYSIS:-
The above diagram, shows that 62% of customers are price sensitive and rest 38% are not price sensitive.
DATA INTERPRITATION:-
We can conclude that most of Marutis customer is price sensitive. They buy its cars care fully in accordance of their budget. And they also like some discount or festive offers. But the rest people are not price sensitive. They buy the models like SX4, Dzire and grand Vitara, they buy according their choice and specification. Q. What is competitive advantage of Maruti Suzuki over other car companies?
38 22 35 5 0 10 20 30 40 % OF LOYALITY FEATURES COMPITATIVE ADVENTAGE price quality service others CONT DATA ANALYSIS:-
The above diagram that according to the dealers the 38 % of customers are buying the Maruti Suzuki product for its price, 22 % buy them due to their quality. 35% think that after sale service is beautifully provided by Maruti. And 5% people buy them due to other reasons like style, look etc.
DATA INTERPRETATION:-
We can conclude that most of the people think that Maruti Suzuki pricing are economical so they are loyal to his brand. While other people give emphasis to after sale services. Quality and other features are also a trait for the buyers. Q .Which version of the model is mostly demanded by the customer? Version which customer want petrol, 36 disel, 45 LPG, 19 0 5 10 15 20 25 30 35 40 45 50 versions CONT DATA ANALYSIS:-
From the above diagram, we can conclude that according to the dealers 45 % of the customers ask for the diesel variants while 36 support the petrol variants and 19 % wants the LPG variants of different models.
DATA INTERPRETATION:-
The demand for the diesel variant is more for most of the models but the firm has limited number of the models having diesel variants. The customers are also looking for the gas models which will suitable for LPG and CNG. So the firm should think for the diesel and gas variants
Q. What is its sales position of Maruti Suzuki?
Sales Positions 65% 32% 3% going up going down remnins constant CONT DATA ANALYSIS:-
The above diagram shows that 65% of the dealers told that Maruti Suzukis sales position is going up while 32% of the dealers said that it is going down and 3% of dealers said that the sales position is remaining the same.
DATA INTERPRITATIONS:-
Here we can conclude that the sales position of Maruti Suzuki is going up and up . So Maruti Suzuki should always maintain this. But the reason why it is lacking behind than its competitors should be corrected. In this way MSL can maintain its growth rate.
FINDINGS 1. Maruti has a tough competition from the companies like Hyundai, Honda, Telco, ford etc.
2. In C, D and E segment Maruti has number of competitors and has a less growth. In this segment also MSL lack of more models than other company.
3. Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market.
4. Maruti Suzuki is market leader in B-segment cars. So the models Like Wagon R, Alto, Zen, Estilo and Swift is the hot selling product of it.
5. Maruti Suzuki domestic sales grow 2% in Jan 2013. Car market leader Maruti Suzuki India Limited sold a total of 114,205 units in Jan2013. This includes 103,026 units in the domestic Market a growth of 2% over Jan2012. Export during2013 were11179 units.
SUGGESTIONS
Segment B whose maximum market share is captured by Maruti Suzuki is facing a tough competition from players like Hyundai; it lunched its SANTRO Xing and I20 to give more excitement in this segment. So Maruti should improve this segment by lunching newer models with better facilities. Over the years MSL brand value had begun to erode as it is known as the market leader of small car segments but as the market is open now and the purchase power of people is increased MSL should look in the segments such as D and E. In this segment players like Honda, Toyota and Ford has more models than Maruti. So Maruti should lunch more vehicles in this segment.
CONCLUSION Maruti Suzuki is Indias one of the leading auto mobile manufactures and also the leader of the market both in terms of volume and revenue generated. MSL (Maruti Suzuki Limited) has segmented the market in to A, B, C, D and E on the basis of price and length and weight. In C,D and E segment Maruti has number of competitors and has a less growth . In this segment also MSL lack of more models than other company. Hence Maruti Suzuki Limited has captured over all share of 46% in the Indian car market.