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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