Customer Satisfaction Maruti

8/12/2019 Customer Satisfaction Maruti

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A

PROJECT REPORT

ONTHE ANALYSIS OF MARKETING

STRATEGY MARUTI UDYOG LIMITED

SUBMITTED IN PARTIAL FULFILLMENT OF 3 YEAR DEGREE

COURSE BBA OF JAMIA HAMDARD UNIVERSITY

UNDER THE GUIDANCE OF:

Mrs. NIDHI JAIN

Soft Dot HiT!"# E$%"&tio'&( ) Tr&i'i'* I'stit%t!

Pit&+ P%r&, N!- D!(#i

St%$ C!'tr! Co$!/ 0112

SUBMITTED BY:

ANSHUL SRIVASTAVA

BBA-3YEAR

ENROLLMENT NO:-ODL/06/403/4!"

To

Directorate of Distance Education

Jamia Hamdard University,

0


2/79

Hamdard Nagar, New Delhi

CERTIFICATE OF ORGINALITY

This is to certify that the project report onTHE ANALYSIS

OF CUSTOMER SATISFACTION WITH RESPECT TO THE CAR

MODELS OFFERED BY MARUTI UDYOG LIMITED is

prepared and submitted by me to Soft Dot Hi-Tech

Educational & Training Institute Pitam Pura, New Delhiin

partial fulfillment for the award of the Bachelors Degree in

Business Administration, from Jamia Hamdard University,

and this report has not been submitted elsewhere.

D#$%: ANSHUL

SRIVASTAVA

ENROLLMENT NO:- ODL/06/403/4!"

Soft Dot HiT!"# E$%"&tio'&( ) Tr&i'i'* I'stit%t!

Pit&+ P%r&, N!- D!(#i


3/79

UNIVERSITY STUDY CENTRE

CERTIFICATION

T#is is to "!rtif t#&t t#is 4ro5!"t r!4ort o' 6THE ANALYSIS OF

CUSTOMER SATISFACTION 7ITH RESPECT TO THE CAR MODELS

OFFERED BY MARUTI UDYOG LIMITED8 is 4r!4&r!$ &'$ "o+4(!t!$

s%""!ssf%(( 9 SHASHAN: :UMAR &s st%$!'t of J&+i& H&+$&r$

U'i;!rsit ENROLLMENT NO/ODL


4/79

ACKNOWLEDGEMENT

T#is 4ro5!"t is *r!&t so%r"! of (!&r'i'*, & *oo$ !@4!ri!'"! &s it +&$! +! &-&r! of

4rof!ssio'&( "%(t%r! &'$ "o'$%"ts t#&t !@ist i' t#! i'$%str.

T#o%*# &t t#! o's!t of &' 4ro5!"t o'! &(-&s !'"o%'t!rs "!rt&i' $iffi"%(ti!s i' t#!

9!*i''i'*, #o-!;!r, o;!r"o+i'* t#!s! $iffi"%(ti!s, "o+4(!ti'* t#! 4ro5!"t &s -!(( &s

+&i'* it & s%""!ss *r!&t( $!4!'$s o' t#! !'"o%r&*!+!'t, i's4ir&tio'. For "o+4(!tio' of

t#is t#!sis ;&rio%s 4!o4(! #&;! 4%t (ot of !fforts.

I -o%($ (i! to t#&' MR& G&S& KALSHI 'A(#)%*+( D+,%($,. for *i;i'* +! &'o44ort%'it to $o 4ro5!"t r!4ort o' THE ANALYSIS OF CUSTOMER

SATISFACTION ITH RESPECT TO THE CAR MODELS OFFERED BY

MARUTI UDYOG LIMITED.I -o%($ (i! to !@4r!ss + *r&tit%$! to Mr.G.S.

:ALSHI for #is "o'ti'%o%s i's4ir&tio', *%i$&'"! &'$ ;&(%&9(! s%**!stio' t#&t #!(4!$

+! i' !;!r st!4.

ANSHUL SRIVASTAVA

ENROLLMENT NO:- ODL/06/403/4!"

=


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TABLE OF CONTENTS

CHAPTER - EECUTI1E SUMMARY OF THE PROJECT!-2

CHAPTER - INDUSTRY O1ER1IE

CHAPTER 3- PROFILE OF THE COMPANY

3& INTRODUCTION

3& HISTORY

3&3 - SALES FIGURES AND MARKET SHARES

CHAPTER 4- RESEARCH METHODOLOGY

4& OBJECTI1ES OF RESEARCH

4& SCOPE OF THE RESEARCH

4&3 DATA COLLECTION TOOLS

4&4 METHODOLOGY

--SAMPLE SI5E

AREAS CO1ERED

4&" LIMITATIONS OF THE SUR1EY

CHAPTER "- FINDINGS AND ANALYSIS

"& GENERAL FINDINGS

"& FINDINGS BASED ON UESTIONAIRE

CHAPTER 6 CONCLUSION AND SUGGESTIONS

ANNEURE

BIBLIOGRAPHY

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UESTIONAIRE

CHAPTER 1 EXECUTIVE SUMMARY OF THE

PROJECT

V!r oft!', t#!r! is &' &'&(o* $r&-' 9!t-!!' t#! st&t! of t#! *r!&t I'$i&' ro&$s

&'$ t#! 4&"! of !"o'o+i" $!;!(o4+!'t i' t#! "o%'tr. N!!$(!ss to s&, its 'ot &

;!r 4(!&si'* "o+4&riso'. So t#! &;!r&*! I'$i&' "%sto+!r -#o ri$!s t#! ro&$s of

I'$i& is '&t%r&(( !@tr!+!( "&%tio%s -#!' it "o+!s to i';!sti'* i' & ;!#i"(!.

O'( t#os! ro%*# &'$ to%*# !'o%*# to s%r;i;! t#! 4ot#o(!s &'$ 'i*#t+&ris#

s%rf&"!s "&' 4&ss +%st!r. I' s%"# & s"!'&rio, M&r%ti U$o* Li+it!$, & s%9si$i&r

of S%%i Motor Cor4or&tio' of J&4&', #&s 9!!' t#! (!&$!r of t#! I'$i&' "&r

+&r!t for &9o%t t-o $!"&$!s. T#! "o+4&' #&s & 4ortfo(io of 00 9r&'$s,

i'"(%$i'* M&r%ti 11, O+'i, 4r!+i%+ s+&(( "&r !', i't!r'&tio'&( 9r&'$s A(to,

7&*o'R &'$ S-ift, offro&$!r G4s, +i$ si! Est!!+, (%@%r "&r B&(!'o, t#!

MPV, V!rs& &'$ L%@%r SUV Gr&'$ Vit&r& L>. It #&s i'tro$%"!$ %4*r&$!$

;!rsio's of &(( its !@isti'* 4ro$%"ts "o+4(!t!( $!si*'!$ &'$ st(!$ i'#o%s!.

T#is 4ro5!"t "o+4ris!s of t#! &'&(sis of t#! I'$i&' A%to+o9i(! I'$%str &'$ t#!

"o+4!titio' t#&t is t#! tr!'$ ,$iff!r!'t "o+4&'i!s &'$ ;&rio%s 4(&!rs &r!

&'&(s!$ fro+ t#!r! "o+4!ti'* str&t!*i!s o95!"ti;!s ,str!'*t#s &'$ -!&'!ss!s.

F%rt#!r t#! "o+4r!#!'si;! st%$ o' M&r%ti U$o* Li+it!$ -&s "o'$%"t!$ &'$t#! 9%si'!ss 4ro"!ss -&s ;!r "(os!( o9s!r;!$ -it# *r!&t!r !+4#&sis o' -#&t

s&tisfi!s t#! "%sto+!rs &'$ &(so t#! +&r!ti'* str&t!*i!s ,-#i"# to &' !@t!'t &ff!"t

4!o4(!s o4i'io'. It #&s 9!!' fo%'$ t#&t 4!o4(! 9% "&rs &s t#! $!ri;! s&tisf&"tio'

fro+ "&r 4%r"#&s!. C&rs #&;! 9!"o+! & '!"!ssit 'o-&$&s for !;!r s!"o'$

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4!rso'. It is 9!i'* s!!' &s & +o$! of "o+fort, it *i;!s !+otio'&( s&tisf&"tio' &'$

is 9!i'* (oo!$ %4o' &s & st&t%s s+9o( !s4!"i&(( i' I'$i&.

R%#787 , *$+9%7 %;+8) C#, P


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T#! +&5or fi'$i'*s fro+ t#! r!s!&r"# #&;! 9ro%*#t t#! fo((o-i'* 4oi'ts i'to t#!

(i+!(i*#t/

0. MULs "&rs (i! A(to, 7&*o'R, &'$ S-ift &r! "%rr!'t( 9!i'* so($ t#! +ost.

. MUL is f&"i'* stiff "o+4!titio' i' t#! #i*#!r !'$ +i$ si!$ +o$!(s. T#! "o+4&'

$o!s 'ot #&;! & stro'*!r 4ositio' i' t#is s!*+!'t.

3. C&rs off!r!$ 9 ot#!r "o+4&'i!s (i! H%'$&i, G!'!r&( Motors, For$ Motors i' t#!

s!*+!'t C &r! 'o- +or! 4!o4(! &r! 4r!f!rri'* &s t#! &r! +&'%f&"t%ri'* 9!tt!r

+o$!(s.

T#! r!s!&r"# i$!'tifi!s $iff!r!'t &"ti;iti!s t#&t &' &**r!ssi;! "o+4&' (i! M&r%ti

U$o* Li+it!$ fo((o-s i' or$!r to !st&9(is# its!(f i' & (o"&( +&r!t &'$ !!'( -ors

o' $iff!r!'t &ttri9%t! of "%sto+!r ;&(%! to 9! i' t#! "%sto+!rs +i'$ &'$ #!&rt -#i"#

(!&$s to &' i'"r!&s! i' s&(!s &'$ 4ro;i$!s & stro'* foot #o($ for t#! "o+4&' to f%rt#!r

*ro- &'$ !@4&'$ i' & s4!"ifi" +&r!t, "o%'t!ri'* +&5or "o+4!titio'.

T#%s t#! fo((o-i'* st%$ s#!$s (i*#t &'$ 4ro;i$!s ! i'si*#ts o' -#&t & "o+4&'

+%st $o to !st&9(is# its!(f &s & stro'* 9r&'$ i' t#! +&r!t , st%$ "(!&r( s#o-s #o-

M&r%ti U$o* "o'ti'%o%s( -ors o' $iff!r!'t str&t!*i" 4&r&+!t!rs (i! 6"ost

(!&$!rs#i48, 6fo"%s8 &'$ 6$iff!r!'ti&tio'8, -#i"# -i(( $!fi'it!( 4ro;i$! & (!&r'i'* for

'ot o'( t#! st%$!'t -#o -o%($ 9! st%$i'* t#!s! &s4!"ts of +&'&*!+!'t,9%t &(so

t#os! "o+4&'i!s -#i"# &r! str%**(i'* to +&! (o'* stri$!s i' t#!r! *ro-t# 4&tt!r's i'

t#! A%to+o9i(! I'$%str.


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CHAPTER 2 -INDUSTRY OVERVIEW

INDIAN AUTOMOBILE INDUSTRY

T#! &%to+oti;! i'$%str is o'! of t#! (&r*!st i'$%stri!s -or($-i$! &'$ i'

I'$i& &s -!((. T#! &%to+oti;! s!"tor is & ;it&( s!"tor for &' $!;!(o4!$

!"o'o+. It $ri;!s %4str!&+ i'$%stri!s (i! st!!(, iro', &(%+i'i%+, r%99!r,

4(&sti"s, *(&ss &'$ !(!"tro'i"s, &'$ $o-'str!&+ i'$%stri!s (i! &$;!rtisi'*

&'$ +&r!ti'*, tr&'s4ort &'$ i's%r&'"!.

T#! &%to+oti;! i'$%str "&' 9! $i;i$!$ i'to fi;! s!"tors/

0 P&ss!'*!r C&rs

M%(ti Uti(it V!#i"(!s MUVs

3 T-o &'$ T#r!! V!#i"(!s

= Co++!r"i&( V!#i"(!s Li*#t Co++!r"i&( V!#i"(!s LCVs < M!$i%+

&'$ H!&; Co++!r"i&( V!#i"(!s MHCVs

? Tr&"tors

7! -i(( 9! (ooi'* &t t#! P#77%8=%, (#, +8) +8 I8)+#&

D!s4it! & #!&$ st&rt, t#! 4&ss!'*!r "&r i'$%str i' I'$i& #&s 'ot %it!

+&t"#!$ %4 to t#! 4!rfor+&'"! of its "o%'t!r4&rts i' ot#!r 4&rts of t#! -or($.

T#! 4ri+&r r!&so' #&s 9!!' t#! &((4!r;&si;! r!*%(&tor &t+os4#!r!

4r!;&i(i'* ti(( t#! o4!'i'* %4 of t#! i'$%str i' t#! +i$0KK1s. T#! ;&rio%s

(&!rs of (!*is(&ti;! A"ts s#!(t!r!$ t#! i'$%str fro+ !@t!r'&( "o+4!titio' for& (o'* ti+!. Mor!o;!r, t#! i'$%str -&s "o'si$!r!$ (o-4riorit &s "&rs -!r!

t#o%*#t of &s %'&ffor$&9(! (%@%r.

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T#! fo((o-i'* t&9(! 4r!s!'ts & "o+4&r&ti;! ;i!- of t#! !@t!'t of

+otori&tio' i' I'$i& ;is;is "!rt&i' ot#!r "o%'tri!s i' t#! -or($

C P#77%8=%, C#,7 +8 U7%

?%, T; ?KI8)+# " !

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11/79

FY0KK2 f&i(!$ to +&i't&i' t#! s&+! +o+!'t%+ 9!t-!!' FY0KK> &'$

FY0KKK. T#! o;!r&(( s(o-$o-' i' t#! !"o'o+ &'$ t#! r!s%(t&'t s(o-$o-'

i' i'$%stri&( 4ro$%"tio', 4o(iti"&( %'"!rt&i't &'$ i'&$!%&t! i'fr&str%"t%r!

$!;!(o4+!'t -!r! so+! of t#! f&"tors r!s4o'si9(! for t#! s(o-$o-'

!@4!ri!'"!$. I' FY111, t#! s!"tor !@4!ri!'"!$ & t%r'&ro%'$ &'$ -it'!ss!$

t#! (&%'"# of +&' '!- +o$!(s.

T-o t#i'*s t#&t st%'t!$ *ro-t# of t#is i'$%str i' t#! 4&st #&;! 9!!' (o-

$!+&'$ &'$ (&" of ;isio' o' t#! 4&rt of t#! ori*i'&( !%i4+!'t+&'%f&"t%r!rs EMs. Ho-!;!r, t#! $!+&'$ 4i"!$ %4 &ft!r t#!

(i9!r&(i&tio' of t#! r!*%(&tor !';iro'+!'t, &'$ *(o9&( EMs -#o !'5o

s"&(! !"o'o+i!s 9ot# i' t!r+s of +&'%f&"t%ri'* &'$ r!s!&r"# &'$

$!;!(o4+!'t R)D !'t!r!$ t#! I'$i&' +&r!t. T#is #&s r!s%(t!$ i' & 9i*

s#ift i' t#! -& 9%si'!ss is "o'$%"t!$ 9 s%44(i!rs, &ss!+9(!rs &'$

+&r!t!rs.

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P&ss!'*!r "&r s&(!s &r! !@4!"t!$ to i'"r!&s! &t & "o+4o%'$ &''%&( *ro-t#

r&t! CAGR of o;!r t#! 4!rio$ FY11=11>. T#! si@ 9ro&$

s!*+!'ts i' t#! "&r +&r!t to$& &r! Mi'i, Co+4&"t, Mi$r&'*!,

E@!"%ti;!, Pr!+i%+ &'$ L%@%r. I' t#! +!$i%+ t!r+, *ro-t# i' t#!

I'$i&' 4&ss!'*!r "&r i'$%str is !@4!"t!$ to 9! (!$ (&r*!( 9 t#!

Co+4&"t &'$ Mi$r&'*! S!*+!'ts.

T#! "riti"&( s%""!ss f&"tor #&s "#&'*!$ fro+ 4ri"! to 4ri"! ;&(%!.

I' t!r+s of !'*i'! "&4&"it, t#! I'$i&' 4&ss!'*!r "&r +&r!t is +o;i'*

to-&r$s "&rs of #i*#!st "&4&"it.7it# t#! (&%'"# of '!- +o$!(s fro+ FY111 o'-&r$s, t#! +&r!t for

MUVs #&s 9!!' r!$!fi'!$ i' I'$i&, !s4!"i&(( &t t#! %44!r !'$. C%rr!'t(,

t#! #i*#!r!'$ MUVs, "o++o'( 'o-' &s S4orts Uti(it V!#i"(!s

SUVs, o""%4 & 'i"#! i' t#! %r9&' +&r!t. 7it# t#! s%""!ss of SUVs,

t#! (i'! of $isti'"tio' 9!t-!!' 4&ss!'*!r "&rs &'$ MUVs i' t#! I'$i&'

+&r!t is *!tti'* i'"r!&si'*( 9(%rr!$.

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T,%8)7 +8 $;% I8)+#8 P#77%8=%, C#, I8)

Key Developments in the Industry

D%ri'* A4ri( A%*%st 112, t#! 4&ss!'*!r "&r s&(!s i' I'$i& &t 330?K %'its,

+&r!$ & *ro-t# of ?.3o;!r t#! 4r!;io%s !&r. T#! *ro-t# i' t#! $o+!sti"

s&(!s of 4&ss!'*!r "&rs -&s (!$ 9 stro'* *ro-t# i' ;o(%+!s r!4ort!$ 9

"o+4&"t &'$ +i$ si! s!*+!'ts. 7#i(! t#! s#&r! of +i'i &'$ !@!"%ti;!

s!*+!'ts $!"(i'!$ i' t#! 4!rio$ %'$!r st%$, t#! s#&r! of ot#!r s!*+!'ts

i'"r!&s!$. For i'st&'"!, t#! s#&r! of "o+4&"t s!*+!'t i' t#! $o+!sti" "&r s&(!s

i'"r!&s!$ fro+ ?K.> i' A4ri( A%*%st 11? to 2=.K i' A4ri( A%*%st

112, +i$ si! s!*+!'t fro+ 1.? to , &'$ t#! s#&r! of Pr!+i%+

s!*+!'t -&s st&*'&'t &t 1.> i' t#! s&+! 4!rio$.

N!- ;&ri&'ts (&%'"#!s, !&s &;&i(&9i(it of fi'&'"! &t r!(&ti;!( (o-!r

i't!r!st r&t! &'$ 4ri"! $is"o%'ts off!r!$ 9 t#! 4(&!rs #&;! 4(&!$ &'

i+4ort&'t ro(! i' $ri;i'* t#! s&(!s *ro-t# i' t#! $o+!sti" 4&ss!'*!r "&r i'$%str.

I8)+#8

P#77%8=%,

C#,

I8)

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14/79

Key Demand Drivers

Tr&$itio'&((, $is4os&9(! i'"o+! -&s 4!r"!i;!$ &s t#! ! f&"tor $ri;i'*

4&ss!'*!r "&r $!+&'$. B%t o;!r ti+!, ot#!r f&"tors t#&t &r! 'o-' to #&;!

&' i+4&"t o' $!+&'$ #&;! !+!r*!$. T#!s! i'"(%$! t#! '!!$ for *r!&t!r

+o9i(it, 'o' &;&i(&9i(it of 4%9(i" tr&'s4ort s!r;i"!s, &;&i(&9i(it of "#!&4

fi'&'"!, $!;!(o4+!'t of t#! %s!$"&r +&r!t, i'tro$%"tio' of '!-

t!"#'o(o*i"&(( s%4!rior +o$!(s, i'"r!&si'* (!;!(s of %r9&'i&tio' &'$

"#&'*i'* "o's%+!r 4rofi(!s.

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S%=*%8$ A8#>7+7

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CAR

DEMAND

T#!r! is & #i*# $!*r!!of "orr!(&tio' 9!t-!!'t#! $!+&'$ for "&rs

&'$ ECONOMIC

GROTH&

A;&i(&9i(it of NEMODELSis (i!( to

i'"r!&s! &'$ "#&'*!t#! str%"t%r! of$!+&'$.

Co+4!titi;!PRICING is "r%"i&(for *&i'i'* +&r!ts#&r!, !s4!"i&(( i' t#!s+&(( "&r s!*+!'t.

AVAILABILITY OF CHEAPFINANCE +7 # %> )%$%,*+8#8$ )%*#8) #7 *7$ (#,7 '#,


16/79

MINI COMPACT MID-SI5E EECUTI1E PREMIUM LU

V!#i"(! L!'*t# 3=11++ 340-4000 =110=?11 =?10=>11 =>10?111 Q?11

M#,= L$)

11 A$ Est!!+O+'i 5%8 B&(!'o

#=8 R A(t%r&

1%,7#

H%i'$&i Motor I'$i&

Lt$ S#8$, A((%8$ E#8$,# S8#

Hi'$%st&' Motors

Lt$

A+9&ss&$or Co't!ss&

Mits%9is#i

L&'"!r

Fi&t I'$i& A%to+o9i(!

Lt$

P#+ Si!'&

U8 &$;!'t%r!7!!!'$

G!'!r&( Motors I'$i&

Lt$

C,7# S#+ O4!( Cors& O4!( V!"tr&

O4!( Astr&

O4!( S-i'*

Ho'$& Si!( I'$i& Lt$ Cit A""or$

For$ I'$i& Lt$ Io' Mo'$!o

TELCO I8)+(# I'$i*o

D&(+i!rC#rs(!r

I'$i& Lt$

M!r"!$!s

B!' C

C(&ss,M

C(&ss,SL

M!r"!$!s

B!' E

C(&ss

M!r"

B!'

C(&s

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17/79

So$& I'$i& Lt$ O"t&;i&

Toot& :ir(os!r

Motor Lt$ Coro((& C&+r

T#! "r!$it for *ro-i'* t#! I'$i&' Co+4&"t S!*+!'t, &'$ i' f&"t, t#! I'$i&'

P&ss!'*!r "&r i'$%str *o!s 4&rt( to t#! :or!&' +&'%f&"t%r!rs HMIL &'$

t#! !rst-#i(! D&!-oo &'$ t#! I'$i&' 4(&!r T&t& Motors.

T#! HMIL S&'tro -&s (&%'"#!$ i' S!4t!+9!r0KK &'$ "r!&t!$ & s!'s&tio'

o' &""o%'t of its &**r!ssi;! 4ri"i'* &t Rs., KK,111. T#! S&'tro 9!"&+!

s%""!ssf%( &s HMIL #&$ *ot t#! 4ri"! ;&(%! !%&tio' 5%st ri*#t. 7#i(!D&!-oos M&ti 4i"!$ %4 o'( s!;!' +o't#s &ft!r its (&%'"#, t#! S&'tro

-&s s!((i'* +or! t#&' 3111%'its & +o't# o'( +o't#s &ft!r its (&%'"#.

HMIL #&$ i' f&"t, 4(&''!$ its !'tr i'to t#! I'$i&' +&r!t -it# t#! 0=K?""

A""!'t 9%t (&t!r o4t!$ i' f&;o%r of t#! s+&((!r "&r. At t#! ti+! t#! S&'tro

-&s (&%'"#!$, 9ot# t#! o4tio's &;&i(&9(! i' t#! s!*+!'t Fi&t U'o &'$ t#!

!'#&$ 9!!' &ro%'$ i' t#! I'$i&' M&r!t for %it! so+! ti+! &'$ (&"!$

'o;!(t. S&'tro -&s 'ot o'( "#!&4!r 9%t &(so i'"or4or&t!$ & +%(ti4oi't f%!(

i'5!"tio' MPFI sst!+ t#&t off!r!$ s%4!rior f%!( !"o'o+ to !'s

"&r9%r!tor sst!+.

T#! M&ti -&s (&%'"#!$ i' No;!+9!r 0KK. Its 11"" !'*i'! i++!$i&t!(

!'"o%r&*!$ "o+4&riso's -it# M&r%ti 11. T#! i'iti&( (&%'"# 4ri"! of M&ti

&t Rs. 3, ??,111 -&s si*'ifi"&'t( #i*#!r t#&' t#! S&'tros Rs, , KK,111.

Gi;!' t#&t t#! M&ti -&s s+&((!r t#&' t#! !' &'$ t#! S&'tro, t#! i'iti&(

i+4&"t -&s 'ot so stro'*. I' M& 0KKK, D&!-oo (&%'"#!$ stri44!$$o-'

;&ri&'ts. T#! (&%'"# of t#! "#!&4!r ;!rsio's s&- t#! s&(!s of M&ti r!&"#i'*

&(+ost 111 %'its i' M& 0KKK &'$ r!"or$i'* &' &;!r&*! +o't#( s&(! of

0>


18/79

303%'its i' FY111. Ho-!;!r, t#! fi'&'"i&( "risis f&"!$ 9 t#! 4&r!'t,

D&!-oo Motor Cor4or&tio' &ff!"t!$ t#! 4!rfor+&'"! of t#! I'$i&'

s%9si$i&r t#&t -&s r!4orti'* '!t (oss &'$ #&$ si*'ifi"&'t 9orro-i'*s.

S%9s!%!'t(, t#! I'$i&' s%9si$i&r #&(t!$ 4ro$%"tio'.

MUL 'o- #&s = "&rs i' t#! Co+4&"t S!*+!'t/ t#! S-ift, t#! !', t#! A(to

&'$ t#! 7&*o' R. I' t!r+s of +&r!t s#&r!, !' st!&$i( (ost s#&r! i'

FY111 to its "o+4!titors. D!s4it! t#is, t#!r! is 'o $!'i'* t#&t t#! !' is

o'! of t#! 9i**!r s%""!ss stori!s i' t#! I'$i&' "&r +&r!t. 7it# 3 +o$!(s,

MUL is t#! +&r!t (!&$!r i' t#! Co+4&"t s!*+!'t.

T#! A(to &rri;!$ i' I'$i& -#!' t#!r! -&s (itt(! roo+ for +&' o!%;r! i' &

"ro-$!$ "o+4&"t s!*+!'t. It -&s (&%'"#!$ i' ;!rsio's, t#! L &'$ t#!

V. T#! 9&s! ;!rsio' is 4ri"!$ "o+4!titi;!( -it# t#! $!(%@! ;!rsio' of t#!

M&r%ti11, -#i(! t#! #i*#!r!'$ ;!rsio' "o+4!t!s -it# t#! 9&s!$ ;!rsio's

of t#! !' &'$ t#! 7&*o' R.

T#! 0120"" 7&*o' R is &;&i(&9(! i' fo%r +&'%&( tr&'s+issio' ;&ri&'ts L,

Li, V &'$ Vi &'$ o'! &%to+&ti" tr&'s+issio' ;&ri&'t A. Si'"! its

i'tro$%"tio' i' F!9r%&r 111, 7&*o' R #&s 9!!' s!((i'* i' t#! 0?11

3111%'its 4!r +o't# r&'*! &s &*&i'st ?111111%'its 4!r +o't# r&'*! for

t#! S&'tro. T#! 4r!s!'"! of t#! &(r!&$ -!((!st&9(is#!$ M&ti &'$ t#!

S&'tro +!&'t t#&t t#! 'o;!(t f&"tor $i$ 'ot -or too -!(( for 7&*o' R.

Ho-!;!r 11? #&s 9!!' & r!;o(%tio'&r !&r for M&r%ti si'"! its '!-

L&%'"# S-ift #&s 9!!' & #%*! s%""!ss i' t#! +&r!t &'$ t#! +ost $!+&'$!$

"&r &s -!((.

T#! ot#!r "&rs i' t#! "o+4&"t s!*+!'t to #&;! +&$! &' i++!$i&t! $!'t i'

t#! +&r!t -it# t#!ir (&%'"# &r! t#! P&(io of Fi&t I'$i& &'$ t#! i+4ro;!$

0


19/79

;!rsio' I'$i"& V of T&t& Motors. I'$i"& -&s t#! t#ir$ (&r*!st s!((i'* "&r i'

FY11 i' t#is s!*+!'t, &ft!r S&'tro &'$ !'. O' t#! ot#!r #&'$, P&(io -&s

(&%'"#!$ &t t#! ti+! -#!' t#! 4&ss!'*!r "&r i'$%str -&s -it'!ssi'* &

s(%+4 9%t t#! +o$!( "%t &"ross t#! 9&rri!rs &'$ -&s &9(! to "r!&t! & +&r!t

for its!(f. Ho-!;!r, t#! s%""!ss of t#is +o$!( -&s s#ort(i;!$ &'$ t#! s&(!s

$!"(i'!$ t#!r!&ft!r. N!;!rt#!(!ss, (&%'"#!s of '!- ;&ri&'ts s%"# &s t#!

$i!s!( ;!rsio' #!(4!$ s&(!s r!"o;!r +&r*i'&((.

T#! si! of t#! "o+4&"t s!*+!'t #&s i'"r!&s!$ &s & r!s%(t of t#! #i*# *ro-t#

r&t! &tt&i'!$ 9 t#! +o$!(s i' t#is s!*+!'t. T#! "#&'*i'* 4ri"!;&(%!

!%&tio', "o%4(!$ -it# t#! $!"(i'i'* i't!r!st r&t!s &'$ !&s &;&i(&9i(it of

fi'&'"!, #&s 4ro+4t!$ "o's%+!rs to +o;! to-&r$s t#! "o+4&"t "&r s!*+!'t

fro+ t#! +i'i s!*+!'t. T#! #i*# r&t! of *ro-t# &"#i!;!$ 9 t#! "o+4&"t

s!*+!'t #&s &ttr&"t!$ t#! &tt!'tio' of ot#!r 4(&!rs &(so i'"(%$i'* GM. GM

#&s !'t!r!$ t#! "o+4&"t s!*+!'t -it# t#! (&%'"# of its O4!( Cors& S&i( i'

M&113.

0K


20/79

CHAPTER 3-PROFILE OF THE COMPANY

3&- INTRODUCTION

A market is never saturated with a good product, but

it is very quickly saturated with a bad one. -Henry

Ford

M&r%ti U$o* Li+it!$ is & s%9si$i&r of t#! S%%i Motor Cor4or&tio' of

J&4&' &'$ #&s 9!!' t#! (!&$!r of t#! I'$i&' "&r +&r!t si'"! its

!st&9(is#+!'t i' 0K0. Its +&'%f&"t%ri'* 4(&'ts, (o"&t!$ so%t# of N!- D!(#i

i' G%r*&o' &'$ M&'!s&r, #&s &' i'st&((!$ "&4&"it of =?1,111 %'its 4!r

&''%+, -it# & "&4&9i(it to 4ro$%"! &ro%'$ #&(f & +i((io' ;!#i"(!s. T#!

"o+4&' #&s & 4ortfo(io of 00 ;!#i"(! 9r&'$s &'$ is (ist!$ o' 9ot# t#!

Bo+9& &'$ N&tio'&( Sto" E@"#&'*!s i' I'$i&.

1


21/79

3&- HISTORY

TRADEMARK LOGO OF THE COMPANY-

0
http://www.marutisuzuki.com/index.asp


22/79

T#! "&s! M&r!ti'* str&t!*i!s of M&r%ti U$o* !@&+i'!s t#! +&r!t

!@4&'sio' str&t!*i!s &$o4t!$ 9 M&r%ti U$o* Li+it!$ MUL, I'$i&s

9i**!st "&r+&!r, i' r!s4o's! to i't!'s! "o+4!titio' &'$ & $!"(i'! i' s&(!s of

its 9r!&$&'$9%tt!r +o$!( t#! M&r%ti 11. MUL !'5o!$ & '!&r

+o'o4o( st&t%s, %'ti( t#! Go;!r'+!'t of I'$i& (i9!r&(i!$ t#! !"o'o+ i'

0KK0. T#is (!$ to t#! !'tr of for!i*' 4(&!rs (i! H%'$&i, Fi&t, Mits%9is#i,

&'$ Toot&. E;!' I'$i&' &%to 4(&!rs (i! T&t& Motors &'$ Mi'$r& &'$

Mi'$r& !'t!r!$ t#! fr& to *i;! MUL to%*# "#&((!'*!s. MUL 9!*&' to

i'tro$%"! '!- +o$!(s, &'$ %4*r&$! its !@isti'* +o$!(s i' r!s4o's! to +&r!t

$!+&'$. For i'st&'"!, t#! "o+4&' i'tro$%"!$ t#! #&t"#9&" S-ift to s#!$


23/79

its i+&*! of 9!i'* & +&'%f&"t%r!r of (o-"ost st&i$ "&rs. T#! "&s! st%$

(oos i'to #o- MUL "&+! 9&" fro+ t#! "r%'"# to r!t&i' its 4(&"! &s t#! to4

"&r+&!r i' I'$i&. It &(so $!&(s -it# t#! t%ss(! 9!t-!!' S%%i Motor

Cor4or&tio' &'$ t#! Go;!r'+!'t of I'$i& o;!r o-'!rs#i4 iss%!s. T#! "&s!

#i*#(i*#ts t#! 4ro+otio'&( off!rs %'$!rt&!' 9 MUL i' its %!st for +&r!t

$o+i'&'"! &'$ !@&+i'!s #o- t#! "o+4&' -&s &9(! to +o%($ its!(f

&""or$i'* to t#! +&r!t r!%ir!+!'ts, 9 !'t!ri'* '!- $o+&i's &'$

r!&"#i'* o%t to 4ot!'ti&( "%sto+!rs t#ro%*# its Tr%! V&(%! &'$ ot#!r

4ro+otio'&( off!rs.

A 5oi't ;!'t%r! 9!t-!!' t#! Go;!r'+!'t of I'$i& &'$ S%%i Motors,

&%to+oti;! +&'%f&"t%r!r M&r%ti U$o* Li+it!$ #&s t#! (&r*!st $!&(!r &'$

s!r;i"! '!t-or i' I'$i& &'$ "o++&'$s & 21 4!r"!'t +&r!t s#&r! of t#!

I'$i&' "&r +&r!t. I' t#! JD Po-!r S%r;! for t#! !&r 111, M&r%ti -&s

r&'!$ '%+9!r o'! i' "%sto+!r s&tisf&"tio' +&ri'* t#! first i'st&'"!

-#!r! & (!&$!r i' t#! I'$i&' +&r!t -&s &(so r!"o*'i!$ &s & (!&$!r i'

"%sto+!r s&tisf&"tio'. To #!(4 +&i't&i' t#is #i*# (!;!( of "%sto+!r

s&tisf&"tio', M&r%ti -&s (ooi'* for & -& to s4!!$ &'$ str!&+(i'!

i'for+&tio' &""!ss to !'s%r! t#! f&st!st 4ossi9(! r!s4o's! to "%sto+!r iss%!s.

3


24/79

7! '!- -! '!!$!$ to 9! +or! 'i+9(! -#!' it "o+!s to

i'for+&tio' &""!ss &'$ s#&ri'*, s&s R&5!s# U44&(, *!'!r&( +&'&*!r, IT

$i;isio', M&r%ti U$o* Lt$. 7! #&$ 9!!' (ooi'* for 4ort&( soft-&r! for

o%r i'tr&'!t to #!(4 &""o+4(is# t#is 9%t #&$ 'ot fo%'$ &' o4!', f(!@i9(! &'$

"ost!ff!"ti;! so(%tio's. HP S!r;i"!s -&s i'str%+!'t&( i' 4oi'ti'* %s to-&r$

t#! Mi"rosoft S#&r! Poi't Port&( S!r;!r. M&r%ti #&$, i' f&"t, 9!!' 4&rt'!ri'*

-it# HP G(o9&( S!r;i"!s si'"! 0KK3 &'$ HP S!r;i"!s #&s 4ro;i$!$ $!si*'

&'$ s%44ort s!r;i"!s for M&r%tis '!t-ori'* i'fr&str%"t%r! &s -!(( &s4ro;i$i'* &ssist&'"! i' 4(&''i'* t#! +i*r&tio' fro+ Mi"rosoft E@"#&'*!

S!r;!r ?.? to E@"#&'*! 111. T#! HP S!r;i"!s t!&+ %'$!rst&'$s o%r

9%si'!ss &'$ o%r i'for+&tio' t!"#'o(o* r!%ir!+!'ts, s&s U44&(. T#!ir

!@t!'si;! Mi"rosoft !@4!rtis!&(o'* -it# t#! i'for+&tio' t#! s#&r!$ -it#

=


25/79

%s &9o%t HPs o-' i'tr&'!t so(%tio' 9&s!$ o' S#&r! Poi't!'&9(!$ t#! f&st

$!4(o+!'t of Mi"rosoft S#&r! Poi't Port&( S!r;!r &'$ r!s%(t!$ i' & so(%tio'

t#&t is 9ot# f(!@i9(! &'$ "ost!ff!"ti;!.

M&r%ti U$o* Lt$., & 5oi't ;!'t%r! 9!t-!!' t#! Go;!r'+!'t of I'$i&

&'$ t#! S%%i Motor Cor4or&tio' of J&4&' -&s I'$i&s (&r*!st &%to+o9i(!

"o+4&' i' 11?. It o4!r&t!$ i' t#! 4&ss!'*!r ;!#i"(! +&r!t &'$

+&'%f&"t%r!$ &ffor$&9(! &'$ f%!( !ffi"i!'t "&rs for t#! I'$i&' +&ss!s. M&r%ti

11 -&s its f(&*s#i4 s+&(( si!$ "&r &'$ -&s t#! 9!st s!((i'* "&r i' I'$i&

si'"! $!"&$!s. I' 11?, S%%i (&%'"#!$ t#!ir *(o9&( "&r S-ift i'

i't!r'&tio'&( +&r!ts &'$ (&t!r i' I'$i&. S-ift -&s t#! first st(is# "o+4&"t

"&r fro+ t#! st&9(! of M&r%ti &'$ -&s & $iff!r!'ti&tor fro+ its !&r(i!r

4ro$%"ts. T#! (&%'"# of S-ift #&$ 9ro%*#t M&r%ti i' (i+!(i*#t &'$ ;&rio%s

*(o9&( i't!r'&tio'&( &%to+o9i(! +&'%f&"t%r!rs &''o%'"!$ t#!ir 4(&'s to

9oost t#!ir i';!st+!'ts i' I'$i& &'$ (&%'"# "o+4!ti'* "&rs. T#! "o+4!titio'

-&s !@4!"t!$ to i't!'sif to *r&9 t#! 9%r*!o'i'* "%sto+!r 9&s!.

T#! "&s! $!s"ri9!s t#! I'$i&' P&ss!'*!r "&r i'$%str &'$ t#! 4r!s!'"!

of M&r%ti i' !&"# of t#! "&t!*ori!s. It tr&"!s t#! ori*i', *ro-t# &'$ !;o(%tio'

of M&r%ti &'$ t#! ro(! 4(&!$ 9 S%%i i' !'&9(i'* it to &"#i!;! $o+i'&'"!.

T#! "&s! #i*#(i*#ts t#! *(o9&( str&t!* of S%%i &'$ t#! +&r!ti'* str&t!*

of M&r%ti i' (&%'"#i'* S-ift. It $!s"ri9!s t#! ? Ps of +&r!ti'* &ro%'$ t#!

(&%'"# of S-ift i' &' !'$!&;or to "#&'*! t#! i+&*! of M&r%ti &s &

+&'%f&"t%r!r of f%!(!ffi"i!'t 9%t 'o'st(is# "&rs o'(. T#! "&s! fi'&((

t&(s &9o%t t#! 4(&'s of ot#!r "o+4!titors &'$ t#!ir str&t!* to *&i'

$o+i'&'"! &'$ t#! 4(&'s of M&r%ti to s%st&i' its $o+i'&'"! i' &(( s!*+!'ts.

T#! !@"it!+!'t #&s st&rt!$ 9%i($i'* &t M&r%ti U$o*s 4(&'t i'

G%r*&o', '!&r D!(#i, &'$ &+o'*st 4ot!'ti&( "&r 9%!rs. T#! "o%'trs (&r*!st

?


26/79

&%to+o9i(! +&'%f&"t%r!r is *!&ri'* %4 for o'! of its 9i**!st (&%'"#!s. Not

si'"! t#! (&%'"# of t#! M&r%ti 11 i' 0K3 #&s t#! &'ti"i4&tio' &+o'*st its

!+4(o!!s, $!&(!rs &'$ "%sto+!rs 9!!' so #i*#. T#! o95!t $&tt!'tio' -! &r!

t&(i'* &9o%t #!r! is t#! S%%i S-ift, t#! first tr%( *(o9&( "&r t#&t t#!

J&4&'!s! +&'%f&"t%r!r -i(( 9! (&%'"#i'* i' t#! I'$i&' +&r!t. S"#!$%(!$ to

#it t#! '!i*#9or#oo$ M&r%ti s#o-roo+ i' t#! t#ir$ -!! of M&, t#! S%%i

S-ift #&s &(r!&$ *!'!r&t!$ & (ot of #!&t i' t#! &%to+o9i(! +&r!t -it#

"o+4!titors -ori'* &'$ r!-ori'* t#!ir +&r!ti'* str&t!*i!s &'$ "%sto+!rs

4%tti'* t#!ir 4%r"#&s! $!"isio's o' #o($. Yo% +& #&;! "&%*#t & f!-

*(i+4s!s of t#! Co'"!4tS, t#! $!si*' "o'"!4t "&r o' -#i"# t#! S-ift is

9&s!$, s#o-"&s!$ &t t#! 111 A%to E@4o. B%t t#! '!- S-ift is & (ot $iff!r!'t

&'$ +%"# +or! 4r&"ti"&( t#&' t#&t "o'"!4t. 7! t#i' t#is s'!&4!! of t#!

S%%i S-ift -i(( 9! &9(! to *i;! o% &' i$!& of -#&t is i' stor! for 4ot!'ti&(

4r!+i%+ s+&(( "&r 9%!rs.

2


27/79

T#! S-ift is "o'si$!r!$ &s S%%is +ost &ttr&"ti;! &'$ st(is# ;!#i"(!. Si'"!

(&%'"# it #&s %i"( *o'! %4 t#! s&(!s "#&rts to 9!"o+! o'! of t#! 1 to4

s!((i'* +o$!(s i' J&4&'. T#!r! is & stro'* I'$i& "o''!"tio' for t#! S-ift.

Fro+ t#! ti+! S%%i $!"i$!$ to $!;!(o4 t#is S%4!r+i'i, &s t#! si! s!*+!'t

is "&((!$ i' E%ro4!&' +&r!ts, t#! J&4&'!s! "o+4&' #&$ -or!$ o' t#!

$!si*' &'$ $!;!(o4+!'t -it# !'*i'!!rs fro+ &ro%'$ t#! -or($, +otori'*

!'t#%si&sts &'$ E%ro4!&' $!si*'!rs for fi'!t%'i'* t#! (oos &'$

4!rfor+&'"! of t#! "&r. 7it# t#! &i+ of (&%'"#i'* t#! "&r i' I'$i& too, 0

I'$i&' !'*i'!!rs -or!$ -it# S%%i i' $!;!(o4i'* t#is *(o9&( +o$!(. T#is

is o'! of t#! f!- o""&sio's t#&t !'*i'!!rs fro+ I'$i& #&;! 9!!' i';o(;!$ i'

t#! $!;!(o4+!'t of &' i't!r'&tio'&( "&r +o$!(. T#!s! !'*i'!!rs fro+ M&r%ti

#&;! 9!!' 4&rt of t#! S-ift $!si*' t!&+ for t-o !&rs, &'$ &r! 'o- 9%s

t!sti'* t#! t#! ;!#i"(! i' I'$i&' "o'$itio's.

T#! S-ift is S%%is first -or($ "&r i' t#! s!'s! t#&t it #&s 9!!' $!si*'!$

-it# E%ro4!&' t&st! i' +i'$ &'$ is 9!i'* (&%'"#!$ si+%(t&'!o%s(

-or($-i$!. Bot# S%%i &'$ M&r%ti &r! 4ositio'i'* t#! "&r &ro%'$ tr&its

s%"# &s st(!, +o$!r' (oos &'$ o%'* &ttit%$!, i' &$$itio' to t#! tr&$itio'&(

M&r%tiS%%i USPs of f%!( !ffi"i!'" &'$ 4!rfor+&'"!. To t#&t !@t!'t t#!

S-ift -i(( 9! & $!4&rt%r! fro+ t#! !@"!ssi;! fo"%s o' f%!( !"o'o+ &'$ (o-

+&i't!'&'"! t#&t M&r%tis ot#!r ;!#i"(!s &r! 'o-' for. Ho-!;!r, M&r%ti

-i(( -&'t t#! S-ift to &(so r!t&i' t#! i+&*! of & "&r t#&t off!rs t#! 9!'!fits of

f%!( !ffi"i!'", 4!rfor+&'"! &'$ r!(i&9i(it. T#! S-ift "o%($ "o+! -it# &

"#oi"! of '!- 0.3 (itr! or 0.? (itr! 4!tro( !'*i'!s &'$ +& (&t!r off!r !;!' &

$i!s!( 9%r'!r. A(t#o%*# t#! 4ri"i'* of t#! S-ift -i(( 9! $!"i$!$ &t t#! ti+! of

(&%'"# i' M&, it is (i!( to 9! &t & 4r!+i%+ to t#! "%rr!'t "ro4 of s+&((

"&rs. M&r%ti is #o4i'* to "(o" 9i* '%+9!rs -it# t#! S-ift &'$ t#! t&r*!t

>


28/79

&%$i!'"! is (i!( to 9! 4ot!'ti&( "%sto+!rs &'$ "%rr!'t o-'!rs of t#! S%%i

A(to, !' &'$ 7&*o' R, Fi&t P&(io &'$ t#! H%'$&i S&'tro.

M&r%ti U$o* Li+it!$s MUL s#&r! of t#! I'$i&' 4&ss!'*!r ;!#i"(!

+&r!t $ro44!$ to 9!(o- ?1 i' 11=1?. T#! f%t%r! of MULs (o-"ost

+o$!( t#! M&r%ti 11 M11 -&s &t st&! $%! to t#! !'tr of *(o9&(

&%to+&!rs i'to I'$i&. M11 #&$ $o+i'&t!$ t#! I'$i&' "&r +&r!t si'"! it

-&s (&%'"#!$ i' 0K=. T#! i'tro$%"tio' of '!- "&rs 9 "o+4!titors +&$! t#!

M11 (oo o9so(!t! &s it #&$ 'ot 9!!' "#&'*!$ i' &' +&5or -& for o;!r

t-o $!"&$!s. A4&rt fro+ t#! i'"r!&s!$ "o+4!titio', MUL &(so #&$ & f!-

ot#!r 4ro9(!+s o' its 4(&t!. T#!r! -&s & $!(& i' s!tti'* %4 of & 4(&'t i'

I'$i& for +&'%f&"t%ri'* $i!s!( !'*i'!s &'$ tr&'s+issio' sst!+s for "&rs.

T#! !'*i'!s for its $i!s!( ;&ri&'ts -!r! i+4ort!$ fro+ ot#!r "o%'tri!s, &'$

t#!r! -!r! (i+its o' t#! %&'titi!s it "o%($ i+4ort. I' t#! +&r!t, MULs

+o$!(s (i! t#! !', A(to, 7&*o'R, &'$ B&(!'o -!r! s#o-i'* +i@!$ r!s%(ts.

7#i(! !', A(to &'$ 7&*o'R -!r! s%""!ssf%(, B&(!'o f&i(!$ to (i;!

%4 to MULs !@4!"t&tio's. Its %ti(it ;!#i"(! V!rs& +!t -it# & $is&stro%s

r!s4o's! fro+ t#! I'$i&' "o's%+!r. I' &$$itio', risi'* i'"o+!s, t#! *ro-t#

i' t#! %s!$"&r +&r!t, &'$ &;&i(&9i(it of !&si!r fi'&'"! o4tio's, (!$

"%sto+!rs to s#ift t#!ir &((!*i&'"! to ot#!r +o$!(s fro+ "o+4!titors. To

r!$%"! its !@"!ssi;! $!4!'$!'"! o' & si'*(! +o$!( M11, t#! "o+4&'

#&$ r!str%"t%r!$ t#! str&t!* for t#! M11, &'$ 4(&''!$ for 4ro$%"t

%4*r&$!s &'$ '!- 4ro$%"t $!;!(o4+!'t. I' t%'! -it# "#&'*i'* "%sto+!r

4r!f!r!'"!s, t#! "o+4&' (&%'"#!$ its #&t"#9&" +o$!(, S-ift i' M&

11?, to "o+4!t! -it# H%'$&i G!t &'$ Fi&t P&(io. MUL #o4!$ t#is +o$!(

-o%($ #!(4 t#! "o+4&' s#!$ its (o-"ost &'$ si+4(! (oo. T#! +o;!

!@4r!ss!$ t#! "o+4&'s i't!'t to +o;! %4 t#! ;&(%! 4r&+i$ 9 %4*r&$i'*


29/79

A(to7&*o'RS&'tro "%sto+!rs to t#! '!- +o$!( -#i(! si+%(t&'!o%s(

i'"r!&si'* +&r!t 4!'!tr&tio' &t t#! 9otto+ of t#! ;&(%! 4r&+i$ 9 +&i'*

t#! M11 +or! &ffor$&9(!.

3&3 SALES FIGURES AND MARKET SHARES

ARRIVAL OF SMALL CARS IN INDIAN MAR:ET 7AS THE BEST

THING TO HAVE HAPPENED TO MARUTIT#! r&"! for I'$i&s s+&(("&r +&r!t #&s 9!*%'. B%t o'( t#os! &+o'* t#!

9i* fo%r -#o *!t &(( t#!ir str&t!*i!s ri*#t -i(( -i' t#is %'for*i;i'* "o't!st.

T#! 4ri!/ 'ot 5%st t#! (&r*!st &%to+o9i(! s!*+!'t, 9%t &(so s%r;i;&( i' t#is

+&r!t. T#!r! (i'!$ %4 for t#! (&st (&4. 7it# M&r!t I'$i& 9!"o+i'* &

+i'!fi!($ for t#! -or($s (&r*!st &%to+&!rs, t#! For+%(& I #&s 9!"o+!

9ri*#t!r t#&' t#! r!$ (i*#ts t#&t #&;! sto44!$ t#!+ i' t#!ir tr&"s so f&ro'(

t#! s+&(( "&r -i(( !'&9(! !'$%r&'"!. B%+4!rto9%+4!r, t#!r!for!, t#!

"o+9&t&'ts &r! &""!(!r&ti'* to-&r$s t#! s+&(("&r s!*+!'t. A+o%'ti'* to 21

4!r "!'t of t#! Rs 0=,?11"ror! &%to+o9i(!s +&r!t, &'$ #it#!rto

+o'o4o(i!$ 9 t#! Rs ,=?="ror! M&r%ti U$o* -it# its M&r%ti 11 &'$

!', its t#! fi'&( fro'ti!r 9!t-!!' s%r;i;&( &'$ !@ti'"tio'. So f&r,

&""%sto+!$ &s t#! &r! to t#! 4rioriti!s of t#! "%sto+!r i' t#! $!;!(o4!$

+&r!ts, t#! *(o9&( &%to+&!rs #&;! t&!' +&' -ro'* t%r's i' I'$i&.

B%t '!it#!r t#! ro&$ 'or t#! !'$4oi't of t#!ir 5o%r'! is -i$! !'o%*# for &((

of t#!+. At & 4ro5!"t!$ 2( %'its 9 111, $!+&'$ for "&rs is sti(( ? 4!r

"!'t (!ss t#&' t#! '%+9!r of F0?1 4i"%4 tr%"s so($ 9 t#! 0?3.2

K


30/79

9i((io' For$ Motor Co. i' 0KK>. B%t t#! i+4ort&'"! of I'$i& o' t#! -or($

&%to +&4 is str&t!*i". 7it# &' !sti+&t!$ tot&( "&4&"it of ? +i((io' %'its &

!&r, t#! *(o9&( &%to i'$%str is r&"i'* f&r & #!&$ of t#! $!+&'$ of =?

+i((io' %'its. M&r!ts i' Nort# A+!ri"&, E%ro4!, &'$ J&4&'-#i"# &""o%'t

for >= 4!r "!'t of t#! $!+&'$#&;! 9!"o+! s&t%r&t!$. G(o9&( "&r

+&'%f&"t%r!rs -i(( '!!$ to 4(&'t t#!ir f!!t i' & (o-"ost, o%'*, st&9(!

+&r!t to s!(( t#!ir 4ro$%"ts to "r!&t! & *(o9&( s%44(9&s! for "&rs &'$

"o+4o'!'ts. T#! first -&;! of +&'%f&"t%r!rs si+4( f&i(!$ to +&! & s4(&s#

i' I'$i&. T#! -!r! r!;;i'* %4 for & *ro-t# t#&t '!;!r #&44!'!$. T#!ir !'tr

r!&so'i'*/ si'"! I'$i& #&$ 9!!' & s+&(("&r +&r!t for !&rs, it -&s o'( &

+&tt!r of ti+! 9!for! it !'(&r*!$ to &""o++o$&t! 9i**!r, (%@%r "&rs. I'$i&

is sti(( & s+&(("&r +&r!t for &'o'! -#o -&'ts 9ot# r!;!'%!s &'$ 4rofits.

Not s%r4risi'*(, For$ -#i"# (&%'"#!$ t#! 0,311"" 4!tro( &'$ t#! 0,11""

$i!s!( Es"ort i' 0KK2, t#! 0>.0>9i((io' G!'!r&( Motors -#i"# !'t!r!$

-it# t#! 0,211"" O4!( Astr& i' 0KK2, &'$ t#! >9i((io' D&!-oo Gro%4s

Rs K23.3>"ror! D&!-oo Motors -#i"# (&%'"#!$ t#! 0,=K"" Ci!(o i'

0KK? &r! (i+4i'* &t t#! st&rti'*9(o". No'! of t#! 3 #&s +&'&*!$ to "#&(

%4 s&(!s of +or! t#&' 0,111 %'its & !&r. E;!' M&r%ti U$o*& 5oi't

;!'t%r! 9!t-!!' t#! 0.09i((io' S%%i Motor Cor4or&tio' of J&4&' &'$

t#! Go;!r'+!'t of I'$i&s 9!!' %'&9(! to *ro- t#! (%@%r s!*+!'t. At

0,111 %'its i' 0KK>K, its 0,311"" Est!!+ (%@%r "&rs s&(!s f!(( 9 4!r

"!'t. B%t $!s4it! Ho'$&s i'iti&( s%""!ss, t#! (%@%r"&r s!*+!'t #&s

4(&t!&%!$, &'$ t#!r! s!!+s to 9! roo+ for 5%st o'! 4(&!r. I' t#! 4&st 3 !&rs,

t#! s!*+!'t #&s s#r%' i' ;&(%!, $&s#i'* "&r+&!rs #o4!s of r!9%i($i'*

t#!ir f%t%r!s i' I'$i&. N&t%r&((, t#! o'( s&f! #&;!' t#&t r!+&i's is t#!

s+&(("&r s!*+!'t, -#i"# is .=? ( %'its i' si!. A'$ t#! o'( s!*+!'t

!@4!"t!$ to *ro- &t 0? 4!r "!'t & !&r for t#! '!@t ? !&rs. T#! '!-

31


31/79

+i((!''i%+ "&''ot 9%t 9!(o'* to t#! s+&(( "&r. Ho-!;!r, !"o'o+i"s of

%4str!&+ +&'%f&"t%r! -i(( o'( !'s%r! s%r;i;&(. So4#isti"&t!$ $o-'str!&+

si((s &r! !ss!'ti&( to +&! i'ro&$s i'to t#! to%*# M&r%ti U$o* t!rritor.

SOT A8#>7+7

S$,%8=$;7

Br&'$ N&+!L&r*! Distri9%tio' N!t-or7i$! 4ro$%"t off!ri'* &t $iff!r!'t4ri"! 4oi'tsC#!&4!st C&rs i' "orr!s4o'$i'*s!*+!'tsE'"o%r&*i'* !@4ortsA-&r$!$ +&' &-&r$sE"o'o+ -it# t!"#'o(o*

%#8%77

L&" of i' #o%s! R ) DN!- +o$!( i'tro$%"tio' (i+it!$to o'( "os+!ti" "#&'*!sDo+i'&'"! +&i'( &t (o-!r (!;!(o'( S-ift

O??,$

Ris! of I'$i&' +i$$(! "(&ss &'$s+&(( "iti!sA 9oo+i'* !"o'o+Risi'* !@4orts

T;,%#$7

M&' 4(&!rs fi*#ti'* for t#!s&+! "&!E'tr of '!- 4(&!rsC&''i9&(is+

30


32/79

STRENGTHS

0. Brand Name/ M&r%ti S%%i #&s !+!r*!$ &s & stro'* 9r&'$ '&+! i'r!"!'t ti+!s. B&"!$ -it# t#! 4&r!'t "o+4&' M&r%ti S%%i t#is is

r!"o*'i!$ &s & stro'* 4(&!r i' -or($-i$! &%to+oti;! +&r!t, S-ift

#&s $!fi'it!( & ;&(%! &sso"i&t!$ -it# it &' i'$i;i$%&( -i(( (i!

&sso"i&t!$ -it#.

. Large Distribution Network/ 7it# & stro'* $!&(!r '!t-or of &ro%'$

3111 $!&(!rs &( &ro%'$ t#! "o%'tr, M&r%ti S%%i #&s +&$! its

4r!s!'"! f!(t i' !&"# &'$ !;!r "or'!r of I'$i&.

3. Wide Product offerings at different price points/ M&r%ti S%%i #&s

(&%'"#!$ ;&rio%s +o$!(s i' ;&rio%s s!*+!'ts &'$ #!'"! #&s & ;!r

*oo$ 4ro$%"t +i@ of off!ri'*s &s $iff!r!'t 4ri"! 4oi'ts.

=. Cheapest cars in respective segments/ M&r%ti S%%i #&s &(-&s

fo((o-!$ &' &**r!ssi;! 4ri"i'* 4o(i". As & r!s%(t it #&s its "&rs 4ri"!$

&t (o-!st 4ossi9(! r&t!s i' r!s4!"ti;! s!*+!'ts.

?. Encouraging Exports/ B&"!$ 9 & stro'* 4ro$%"tio' &'$ & *(o9&(

s!t%4 &t G%r*&o', M&r%ti S%%i is !@4orti'* & (ot. A' !@4ort of -ort#

Rs. 0,3? "ror!s #&s 9!!' &"#i!;!$ i' (&st si@ +o't#s.

2. Awarded an! Awards/ M&r%ti S%%i #&s 9!!' &-&r$!$ -it# +&'

&-&r$s &'$ r!"o*'itio's (i! 6T#! St&r Co+4&'8 &+o'*st %'(ist!$

"o+4&'i!s 9 B%si'!ss St&'$&r$ t#is !&r. Its ;&rio%s +o$!(s (i!S-ift #&s &"#i!;!$ +&' &-&r$s, t#!r!9 i'"r!&si'* t#! 9r&'$ ;&(%!

of t#! "o+4&'.

>. Econom! with techno"og!/ M&r%ti S%%is "&rs #&;! &(-&s s!!' &s &

"o+4&' 4ro$%"i'* "&rs 9(!'$i'* !"o'o+ -it# t!"#'o(o*. S-ifts

3


33/79

i'iti&ti;! of 4%tti'* & 029it +i"ro4ro"!ssor o' 9o&r$ #&s 4ro;!$ &s

o'! of t#! +&5or r!&so's for its s%""!ss &'$ t#&t too for t#! (o-!st

4ri"! i' its s!*+!'t.

%#8%77%7

0. Lack of in house # $ D/ M&r%ti S%%i $o 'ot #&;! & "o+4r!#!'si;!

R ) D $!4&rt+!'t.

. New mode" introduction to on"! cosmetic changes/ T#!r! is 'o +&5or

$!si*' "#&'*!s i'"or4or&t!$ i' M&r%ti S%%i 4ro$%"ts. O'( so+!

"os+!ti" "#&'*!s #&;! 9!!' +&$!.

3. Dominance main"! at "ower "eve"/ M&r%ti S%%i $o+i'&'"! i' I'$i&'+&r!t is o'( &t its (o-!r (!;!( s!*+!'ts (i! S-ift i' BS!*+!'t &'$

A""!'t ' CS!*+!'t. It #&s to fo"%s o' its %44!r s!*+!'t +o$!(s to

str!'*t#!' its 4ositio' i' I'$i&' "&r i'$%str.

OPPORTUNITIES

0. Rise of Indian middle class and small cities/ As & 4#!'o+!'o'&(

*ro-t# is s!!' i' r!"!'t ti+!s i' I'$i&' +i$$(! "(&ss &'$ t#!

4%r"#&si'* 4o-!r of -ori'* "(&ss i'$i;i$%&(s. A(so & ris! i' s+&((

"iti!s &"ross t#! "o%'tr #&s *i;!' & *r!&t o44ort%'it to M&r%ti

S%%i for &"#i!;i'* & #i*#!r *ro-t# r&t! i' "o+i'* ti+!s.

. A Booming Economy/ I'$i&' !"o'o+ is *ro-i'* &t & r&t! of o' &'

&;!r&*! of > !;!r !&r t#!r!9 *i;i'* &' o44ort%'it of (&r*!r s&(!si' !&"# &'$ !;!r s!*+!'t.

3. Rising exports/ 7it# & !@4ort of Rs. 0,3? "ror!s i' (&st si@ +o't#s,

M&r%ti S%%i #&s & *r!&t o44ort%'it of &"#i!;i'* & !@4ort t&r*!t of

Rs. ,>11 "ror!s i' t#is fis"&( !&r.

33


34/79

THREATS

0. an! p"a!ers fighting for the same cake/ T#!r! & +&' +&5or 4(&!rsi' t#! BS!*+!'t &'$ si'"! t#! si! of +&r!t is 'ot !@4&'$i'*

r&4i$(, M&r%ti S%%i #&s & +&5or t#r!&t i' for+ of to%*#

"o+4!titio'.

. Entr! of new p"a!ers/ -it# "o+i'* of T&t& I'$i"& &'$ ot#!r 4(&!rs

4(&''i'* to "o+! o%t -it# +%"# +or! +o$!(s i' BS!*+!'t, t#!

"o+4!titio' is 5%st *!tti'* #ott!r.

3. Canniba"ism/ to so+! !@t!'t t#! !' is &ff!"ti'* S-ift 9!"&%s! of its

4ri"!. T#%s M&r%ti S%%i #&s to fo"%s +or! o' its 4ositio'i'*

str&t!* of !' &'$ S-ift.

PEST ANALYSIS

I' or$!r to %'$!rst&'$ t#! "o'$itio's %'$!r -#i"# t#! M&r%ti 4ro$%"ts -!r!

(&%'"#!$ i' t#! I'$i&' +&r!t, its '!"!ss&r to &'&(! t#! f&"tors t#&t

i'f(%!'"!$ its !ff!"ti;!'!ss.

P+$+(# C8)+$+87

3=


35/79

M&r%ti S%%i !'t!r!$ I'$i& -#!' (i9!r&(i&tio' -&s &t its 4!&. As &

r!s%(t, !;!ro'! -&s ;!r o4!' to t#! i$!& of for!i*' "o+4&'i!s

"o((&9or&tio' M&r%ti I'$i& S%%i J&4&' s!tti'* %4 9&s! i' I'$i&.

T#! *o;!r'+!'t i'sist!$ o' t#! Co+4&'i!s %si'* >1 (o"&( "o't!'t i'

t#! +&'%f&"t%r! of t#! "&rs &s t#! -o%($ #&;! *!'!r&t!$ tr!+!'$o%s

r!;!'%! for I'$i&. M&r%ti S%%i &"#i!;!$ t#is i' & ;!r s#ort ti+!.

A 4ositi;! EIM 4o(i" &(so #&s #!(4!$ M&r%ti S%%i to 9oost its to4

(i'! -it# E@4orts of M&r%ti S%%i 4ro$%"ts to ot#!r "o%'tri!s.

E(8*+( C8)+$+87

T#! !"o'o+i" "o'$itio's $%ri'* t#! (&%'"# of M&r%ti S%%i -!r!

;!r r!(&@!$ &'$ (i9!r&(. M&r%ti S%%i -&s (&%'"#!$ -#!' t#!

"o%'tr #&$ 5%st o4!'!$ its $oors to (i9!r&(i&tio'. So t#!r! -!r! 'o

stri"t 'or+s or 9(&-s t#&t t#! "o+4&' #&$ to &$#!r! 9.

T#! r!so%r"!s &;&i(&9(! i' I'$i& -!r! %ti(i!$ 9 t#! +%(ti'&tio'&(s

S%%i, -#i"# *!'!r&t!$ "o'si$!r&9(! r!;!'%! for t#! *o;!r'+!'t.

A 9oo+i'* 9&'i'* s!"tor &'$ & 4#!'o+!'&( *ro-t# i' A%to Lo&'s+&r!t #&s +&$! M&r%ti S%%i +or! &ffor$&9(!.

S(+# C8)+$+87

A ris! i' Mi$$(! "(&ss &'$ "o'"!4t of s+&(( '%"(!&r f&+i(i!s #&s

4ro4!((!$ & $!+&'$ of BS!*+!'t "&rs. M&r%ti S%%i 4ro;i$!s &'

!@&"t "#oi"! for t#is $!+&'$ (!&$i'* to its #i*# *ro-t#.

T%(;8=+(# C8)+$+87

3?


36/79

Si'"! M&r%ti S%%i +&'%f&"t%r!rs !;!rt#i'* fro+ t#! s+&((!st of

s"r!-s to t#! 9i**!st of +&"#i'!s i' its f&"tor it is &9(! to +&i't&i'

t#! !ffi"i!'" of t#! +&"#i'!s. M&r%ti S%%i t#!r!for! +&'%f&"t%r!s

"&rs %'$!r 9!st of "o'$itio's -it# t#! 9!st of +&"#i'!r. As & r!s%(t,

t#! "&rs +&'%f&"t%r!$ &r! of to4 %&(it.

STP SEGMENTATION TARGETING POSITIONING

arketing is not an event% but a process & & & 't has a beginning% a midd"e%

but never an end% for it is a process& (ou improve it% perfect it% change it%

even pause it& But !ou never stop it comp"ete"!&

) *a! Conrad Levinson

S%=*%8$#$+8

S!*+!'t&tio' is 9&s!$ %4o' "o'si$!r&9(! !;i$!'"! t#&t & si'*(! +&r!ti'*

&44ro&"# or for+%(& -i(( 'ot -or for &(( +!+9!rs of t#! "o++%'it to 9!

s!r;!$.

Geographic

T#! r!*io' of i't!r!st of M&r%ti S%%i is -#o(! I'$i& -it# s4!"i&( fo"%s o'

T4! A &'$ f&st *ro-i'* T4! B "iti!s &"ross I'$i&.

Demographic

32


37/79

Age A'9o$ of &*! 9!t-!!' 1 =1 rs.

'ncome A'9o$ -it# &' i'"o+! of o;!r = ( 4.&.

+ccupation Mi((!''i&( !+4(o!$ &s 4rof!ssio'&(s, +&'&*!rs &'$ t#os!

-&'t to 9% t#!ir first "&r.

,ocia" C"ass Mi$$(! "(&ss, U44!r +i$$(!, Lo-!r U44!r &'$ U44!r %44!rs.

Psychographic

Persona"it! Dr!&+!rs, t#os! -#o -&'t to &"#i!;! 9i*, &+9itio%s, 4ri"!

"o's"io%s, too t#!ir first st!4 to-&r$s s%""!ss &'$ ;&(%! $ri;!'.

Behavioral

Benefits %&(it, St(!, Pri"! !"o'o+i"&(

-ser status Pot!'ti&( %s!rs &'$ first ti+! %s!rs

Bu!er R!&$i'!ss St&*! T#os! -#o &r! &-&r!, i'for+!$, i't!r!st!$ &'$

i't!'$s to 9%

T#,=%$+8=

I' !;&(%&ti'* t#! +&r!t s!*+!'ts M&r%ti S%%i #&s (oo!$ &t t-o f&"tors

T#! s!*+!'ts o;!r&(( &ttr&"ti;!'!ss &'$ t#! "o+4&'i!s r!so%r"!s. As is ;!r

"(!&r( s!!' M&r%ti S%%i #&s o4t!$ for & s!(!"ti;! s4!"i&(i&tio' i'$ of

t&r*!ti'*. M&r%ti S%%i #&s s!(!"t!$ & '%+9!r of s!*+!'ts !&"# o95!"ti;!(

&ttr&"ti;! &'$ &44ro4ri&t!. T#!r! is +i'i+&( s'!r* &+o'* t#! s!*+!'ts

9%t !&"# is & "&s# "o-. T#is +%(ti s!*+!'t str&t!* #&s #&$ t#! !ff!"t of

$i;!rsifi'* t#! fir+s ris.

3>


38/79

H&;i'* Bo((-oo$ "!(!9riti!s to !'$ors! its "&rs 4&i$ off for M&r%ti S%%i.

Bo((-oo$ "!(!9riti!s (i! S%'' D!o( &s & 9r&'$ &+9&ss&$or t&r*!ts t-o

s!"tio's of t#! so"i!t. First(, #is *(&+oro%s &'$ so4#isti"&t!$ i+&*!

&44!&(!$ to t#! !(it! !ff!"ti'* t#!ir 4%r"#&s! $!"isio's. S!"o'$(, #is

&$or&9(! 4!rso'& &44!&(!$ to t#! +i$$(! "(&ss 9%!rs -#o -&'t!$ & *oo$ "&r

for t#! 9i* i';!st+!'t t#! -!r! +&i'* &'$ for 4!o4(! -#o -!r!

*r&$%&ti'* fro+ t#! s!"o'$ #&'$ "&r.

T#! (o- 4ri"! t&* of M&r%ti S%%i i'iti&t!$ & 4ri"! -&r &+o'* &((

"o+4&'i!s &'$ for"!$ T&t& I'$i"& to 4r!4o'! its (&%'"#. T#! i'iti&( (o-

4ri"! t&* &'$ str!'*t#!'!$ 9 & so(i$ +&r!ti'* i'iti&ti;!s i' for+ of 4ri't

&$;!rtis!+!'ts 4ro;i$!$ & so(i$ fo%'$&tio' for M&r%ti S%%i i' I'$i& -#i"#

s#o-!$ i' its s&(!s of 0>111 %'its i' 5%st ? +o't#s.

M&r%ti S%%i #&s i$!'tifi!$ its t&r*!t +&r!t 9&s!$ o' its 4ri"i'* str&t!*.

S-ift &i+s to 9! t#! 4ri"! (!&$!r i' BS!*+!'t "&rs. It #&s &(-&s 4ri"!$ its

9&s! +o$!( (o-!r t#&' !' or I'$i"& *i;i'* &(( t#! f!&t%r!s -#i"# t#! *i;!

i' t#!ir #i*#!r +o$!(s. 7it# & "o'st&'t "#&'*! i' its 4ositio'i'* str&t!*,

M&r%ti S%%i S-ift #&s s%""!!$!$ i' i$!'tifi'* its t&r*!t +&r!t !;!r

ti+! &'$ !+!r*i'* &s t#! f&st!st s!((i'* "&r i' its o-' s!*+!'t. 7it# t#!

i';!'t of S-ift, M&r%ti S%%i is (ooi'* to-&r$s !'tir! '!- s!*+!'t of

"o's%+!rs &'$ &(( s!t to t&r*!t it to !+!r*! &s t#! +&r!t (!&$!r i' B

S!*+!'t "&rs.

P7+$+8+8=

3


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Si'"! its i'"!4tio', S-ift #&s %'$!r*o'! & (ot of "#&'*!s i' t!r+s of its

4ositio'i'*. First it -&s S-ift, t#!' S-ift VI, &'$ t#!' "&+! fi'&(( S-ift

VDI.

7#!' S-ift -&s i'iti&(( (&%'"#!$ it -&s 4ositio'!$ &s 6T#! Co+4(!t!

F&+i( C&r8. Si'"! S-ift -&s (&%'"#!$ i' BS!*+!'t, it #&$ S&'tro &'$ T&t&

I'$i"& &s its 9i**!st "o+4!titors i' t#&t s!*+!'t. T#! st(is# T&(( Bo

D!si*' of S-ift to*!t#!r -it# its s(o*&' #!(4!$ it to 4ositio' its!(f &s o'! of

t#! "&rs to (oo %4o'. 7it# & "o'st&'t "#&'*! i' its 4ositio'i'*, M&r%ti

S%%i &(-&s tri!$ to !!4 &(i;! t#! 9% &sso"i&t!$ -it# S-ift .

M&r%ti S%%i r!4ositio'!$ S-ift &s 6S%'s#i'! C&r s+&rt "&r for o%'*

4!o4(!8 fro+ !&r(i!r 6"o+4(!t! f&+i( "&r8. T#is -&s $o'! 9!"&%s! t#!

"o+4!titors -!r! "o+i'* o%t -it# si+i(&r 4ro$%"ts &'$ t#!' M&r%ti S%%i

st&rt!$ -#&t t#! "&(( &s E+otio'&( Positio'i'*. T#is r!4ositio'i'* of

S-ift &(so #!(4!$ it to t&r*!t t#! s!*+!'t of first ti+! "&r 9%!rs. E;!' t#!

4ri't &$s &t t#is ti+! -!r! $!si*'!$ i' & -& to 4ro5!"t S-ift &s t#! first "&r

for t#! f&st!st *ro-i'* "o's%+!r s!*+!'t of I'$i& &t t#&t ti+!, T#! Yo%'*

Prof!ssio'&(s, of t#! s!r;i"! i'$%str t#&t "o+9i'!$ -it# ;&rio%s (o&'

f&"i(iti!s -!r! too !&*!r to 9% t#!ir first "&r. T#is (!$ to & 4#!'o+!'o'&(

*ro-t# i' its s&(!s &'$ f%rt#!r str!'*t#!'i'* its 4ositio' &s & 9r&'$ i'

"o's%+!r +i'$. T#%s t#! r!4ositio'i'* of S-ift *&;! it &' !$*! o;!r its

"o+4!titors &'$ &(so to !+!r*! &s & to%*# ri;&( to M&r%ti 11 &s T#! First

C&r.

3K


40/79

CHAPTER 4-RESEARCH METHODOLOGY

OBJECTI1ES OF THE STUDY

T#! 4r!s!'t st%$ of t#! +&r!ti'* str&t!* of t#! M&r%ti S%%i P;t.

Li+it!$ r!;o(;!s &ro%'$ t#! fo((o-i'* 9ro&$ o95!"ti;!s/

i To st%$ t#! !;o(%tio' &'$ *ro-t# of t#! M&r%ti S%%i P;t.

Li+it!$ i' t#! "o't!@t of t#! &%to+o9i(! r!;o(%tio' i' I'$i&

ii To st%$ t#! *ro-t# str&t!* of t#! M&r%ti S%%i P;t. (i+it!$

&'$ t#! +&r!ti'* +!t#o$s fo((o-!$ 9 it i' t#is r!*&r$.

iii To st%$ t#! s+&(( "&r r!;o(%tio' i' I'$i& &'$ t#! "o'tri9%tio' of

t#! M&r%ti S%%i P;t. (i+it!$ to it.

T#is s!"tio' 4ro;i$!s "or4or&t! o;!r;i!- of M&r%ti S%%i

I'$i&, its ;isio', %&(it sst!+s &'$ t!"#'o(o*, &(o'* -it# &

9ri!f #istori"&( 4!rs4!"ti;!. It &(so off!rs i'for+&tio' &9o%t

!@4ort o4!r&tio's &'$ $!t&i(s of t#! "o+4&'s so"i&( i'iti&ti;!s

i' t#! fi!($ of ro&$ s&f!t, s&f! $ri;i'*, Dri;i'* Tr&i'i'*

I'stit%t! &'$ !';iro'+!'t "&r!. A$$itio'&((, It *i;!s

i'for+&tio' o' +%(ti4(! "#&''!(s for "o't&"ti'* t#! "o+4&'.

B&si"&(( t#! +&i' o95!"ti;! of t#! s%r;! is to tr to i$!'tif

-#!t#!r M&r%ti S%%i P;t. Li+it!$ is +&i't&i'i'* t#! s!r;i"!

(!;!( $!sir!$ 9 t#! "o's%+!rs. It &(so tri!s to st%$ t#!

"o+4&' o' $iff!r!'t "%sto+!r ;&(%! &ttri9%t!s &'$ &'&(sis its

4!rfor+&'"!, to &ss!ss t#! s!r;i"! %&(it *&4 !@4!"t&tio'

4!r"!4tio' for M&r%ti.

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T#! s!r;i"! %&(it *&4 "&' 9! &ss!ss!$ o' t#! fo((o-i'* ?

$i+!'sio's of s!r;i"! %&(it *&4 /

T&'*i9(!s t#! &44!&r&'"! of 4#si"&( f&"i(iti!s,

!%i4+!'ts, 4!rso''!( &'$ "o++%'i"&tio' +&t!ri&(.

R!(i&9i(it T#! &9i(it to 4!rfor+ $!4!'$&9(! s!r;i"!

&'$ &""%r&".

E+4&t# T#! 4ro;isio' of "&ri'*, i'$i;i$%&(i!$

&tt!'tio' to "%sto+!rs.

R!s4o'si;!'!ss T#! -i((i'*'!ss to #!(4 "%sto+!rs &'$

to 4ro;i$! 4ro+4t s!r;i"!.

Ass%r&'"! T#! 'o-(!$*! &'$ "o%rt!s of !+4(o!!s

&'$ t#!ir &9i(it to "o';! tr%st &'$ "o'fi$!'"!.

SCOPE OF RESEARCH

T#!r! is & tr!+!'$o%s &+o%'t of s"o4! for f%t%r! r!s!&r"# i' t#is &r!& ,

t#&t is t#! A%to+o9i(! I'$%str, so+! 4ossi9i(iti!s "&' 9!/

Co+4r!#!'si;! r!s!&r"# o' &(( t#! "o+4!titors i' t#! +&r!t.

R!s!&r"# o' t#! 9%i'* 9!#&;ior -#i"# -o%($ i'"(%$! 9r&'$

4!rfor+&'"!, 9r&'$ &ttit%$!s, 4ro$%"t s&tisf&"tio', 4%r"#&s!

9!#&;ior, 4%r"#&s! i't!'tio's, 9r&'$ &-&r!'!ss, s!*+!'t&tio'

st%$i!s, !t".

=0


42/79

St%$ of 4!r"!4tio's &+o'* 4!o4(! r!*&r$i'* &%to+o9i(!s

M&r%ti &'$ t#!ir 4r!f!r!'"!s of t#! t4! of ;!#i"(!s "&rs.

Si+i(&r st%$ "&' &(so 9! "&rri!$ o%t i' ot#!r 4&rts of t#! "o%'tr

-#!r! t#! "o+4&' #&s !st&9(is#!$ t#!ir o4!r&tio's.

St%$ of t#! *!'!r&( %s&*! 4&tt!r's s#o-' 9 t#! 4!o4(! &'$ t#!

t4! of "&rs 4r!f!rr!$ 9 t#!+.

St%$ of t#! 4ro+otio' !+4(o!$ 9 ;&rio%s "o+4!titors. T#!

st%$ +& i'"(%$! &s4!"ts (i! +oti;&tio'&( r!s!&r"#, +!$i&

r!s!&r"#, "o4 r!s!&r"#, &$;!rtisi'* !ff!"ti;!'!ss, "o+4!titi;!

&$;!rtisi'* st%$i!s, 4%9(i" i+&*! st%$i!s, s&(! for"!

"o+4!'s&tio' st%$i!s, st%$i!s of 4r!+i%+ &'$ $is"o%'ts.

DATA COLLECTIONS TOOLS

D#$# (%($%)

&Pri+&r D&t&/

%!stio''&ir!s &'$ 4!rso'&( i't!r;i!-s

T!(!4#o'i" i't!r;i!-s

E+&i( %!stio''&ir!s.

A(( "%sto+!rs i' &'$ &ro%'$ So%t# D!(#i r!*io' -!r! &44ro&"#!$,

t#! i'for+&tio' r!%ir!$ i' t#! %!stio''&ir! -&s "o((!"t!$ 9

i't!r;i!-i'* t#!+ &'$ *ot t#!+ fi((!$ 4!rso'&((.

=


43/79

P,+*#,> )#$# ;#7 %%8 (%($%) #7 @7: -

0. O9s!r;i'* t#! "%rr!'t +&r!t tr!'$s (i! t#! "%rr!'t "%sto+!r 9&s! 9!i'* s#&r!$ 9

M&r%ti, &'&(i'* t#! "o+4r!#!'si;! str&t!*i!s &$o4t!$ 9 MUL for "%sto+!r

r!t!'tio' !t".

. 011 r!s4o'$!'ts #&;! 9!!' t&!' for %!stio''&ir! t!"#'i%! to !;&(%&t! "%sto+!r

s&tisf&"tio' i' r!(!;&'"! to MUL.

3. = r!s4o'$!'ts #&;! 9!!' 4!rso'&(( i't!r;i!-!$ r!*&r$i'* t#!ir ;i!-s o' t#!

"%rr!'t o4!r&tio's 9!i'* "&rri!$ o%t 9 MUL.

& S!"o'$&r D&t&/

S!"o'$&r $&t& #&s 9!!' "o((!"t!$ fro+ "&rs +&*&i'!s, 9oos r!(&ti'* to

"o's%+!r 9!#&;io%r, fro+ I't!r'!t fro+ sit!s (i! ---.+&r%ti%$o*."o+

---.Goo*(!."o+, ---.oo."o+, ---.A's-!rs."o+, ---.r!$iff."o+ !t".

METHODOLOGY

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A str&t!*i" &'&(sis -&s $o'! o' 6T#! "%sto+!r s&tisf&"tio' -it#

r!s4!"t to "&r +o$!(s off!r!$ 9 +&r%ti S%%i 4;t.(i+it!$.8

UNI1ERSE:A(( "o's%+!rs


45/79

i't!r;i!-s -it# t#! "o+4&' 4!rso''!(, -#!t#!r &t

o4!r&tio'&( or +&'&*!ri&( (!;!(s, -!r! "o'$%"t!$.

=?


46/79

CHAPTER 5 FINDINGS AND ANALYSIS

GENERAL FINDINGS

F


47/79

=>


48/79

INDIA: THE SOON TO BE SMALL-CAR HUB

S+&(( "&rs "o'stit%t! &9o%t > 4!r"!'t of t#! $o+!sti" $!+&'$, +&i'*

I'$i& t#! t#ir$(&r*!st 4ro$%"!r of s+&(( "&rs &ft!r J&4&' &'$ Br&i(.

T#!r!for!, t#! *o;!r'+!'t #&s $!"i$!$ to (&%'"# & 4ro*r&++! to +&!

I'$i& & s+&(( "&r #%9 i' t#! f%t%r! & r!"!'t r!$%"tio' i' !@"is! $%ti!s fro+

= 4!r"!'t to 02 4!r"!'t !@"(%si;!( for s+&(( "&rs 9!i'* &' i'iti&ti;! i' t#is

$ir!"tio'. P(&!rs -it# !@4!rtis! i' s+&(( "&r, s%"# &s M&r%ti &'$ H%'$&i,

#&;! for+%(&t!$ 4(&'s for r&+4i'* %4 4ro$%"tio' "&4&"iti!s.

FINDINGS BASED ON UESTIONNAIRE

F,* P,+*#,> D#$# C%($%): -

M#,%$ O7%,9#$+8 M%$;): -

O9s!r;i'* t#! "%rr!'t +&r!t tr!'$s, & (&r*! '%+9!r of "%sto+!rs &r!

s&tisfi!$ -it# t#! "%rr!'t +o$!(s off!r!$ 9 MUL i' 9&si"&(( t#! &'$ +i$

si! "&r s!*+!'t. 7#!r!&s "%sto+!rs 4r!f!rri'* (%@%r "&rs &r! 'ot +%"#

s&tisfi!$ &s MUL #&s sti(( & (o'* -& to *o i' t#! (%@%r "&r s!*+!'t. I' t#!

(%@%r "&r s!*+!'t, ot#!r "o+4&'i!s (i! H%'$&i, G!'!r&( Motors, For$

Motor Co+4&' &r! "&4t%ri'* & (&r*! 4ortio' of t#! +&r!t. A *!'!r&(

o;!r;i!- o9t&i'!$ 9 +!&s%ri'* "%sto+!r s&tisf&"tio' i' r!(!;&'"! to MUL

is *i;!' &s fo((o-s/

=


49/79

R&tio T4! of C&r S&tisf&"tio'

31 S+&(( "&r V!r Hi*#

2? Mi$Si! "&r Hi*#

? L%@%r "&r V!r Lo-

=K

CUSTOMER SATISFACTION INDEX


50/79

DATA ANALYSIS

0. 7#&t &r! t#! 9&si" f!&t%r!s o% (oo for i' & "&r W

?1


51/79

. 7#&t t4! of "&rs $o o% 4r!f!rW

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?0


52/79

3. 7#&t &r! t#! $iff!r!'t "&r &""!ssori!s o% 4r!f!rW

?


53/79

=. S+&(( "&rs *!'!r&(( *i;! 9!tt!r s!r;i"! t#&' (&r*! o'!s.

?. 7#&t t4! of s!r;i"!s o% 4r!f!r &t t#! ti+! of 4%r"#&s! of

"&rW

?3


54/79

2. 7#&t &ft!r s&(!s s!r;i"!s o% 4r!f!rW

?=


55/79

7#i"# "&r of MUL $o o% t#i' #&s t#! #i*#!st r!s&(! ;&(%!W

??


56/79

?2


57/79

?>


58/79

K & H&;! o% ;isit!$ MULs s!r;i"! st&tio'sW

01. Ar! o% s&tisfi!$ -it# t#! "%rr!'t s!r;i"!s 4ro;i$!$ 9

MULW

?


59/79

00. Pro$%"t I'for+&tio' 4ro;i$!$ 9 &%t#ori!$ $!&(!rs of MUL

so t#&t t#! "%sto+!r *!ts s&tisfi!$ -it# t#! 4ro$%"t #! -&'t to

4%r"#&s! is/

?K


60/79

0. Is t#! &;&i(&9i(it of s4&r! 4&rts of "&rs +&'%f&"t%r!$ 9 MUL

!ff!"ti;!W

21


61/79

03. Do o% fi'$ 4ro+otio'&( str&t!*i!s of MUL !ff!"ti;!W

0=. Ar! o% s&tisfi!$ -it# t#! 4ri"! r&'*!s off!r!$ 9 MULW

20


62/79

2


63/79

0? 7#i"# "&r of MUL $o o% t#i' is t#! +ost &ffor$&9(! )

f%!( !ffi"i!'tW

23


64/79

02. Ho- -o%($ o% r&t! MUL "&r o' t#! fo((o-i'*/

2=


65/79

0>. OVERALL, 4(!&s! r&t! t#! %&(it, r!(i&9i(it ) $%r&9i(it

of "&rs +&'%f&"t%r!$ 9 MUL.

2?


66/79

0. MUL r&'s #i*#!st i' t#! I'$i& S&(!s S&tisf&"tio' St%$/

22


67/79

0K. Ar! o% s&tisfi!$ -it# M&r%tis Tr%! V&(%! s!r;i"! off!r!$W

2>


68/79

1. M&r%ti I's%r&'"! 4ro;i$!s ;&(%! &$$itio' to its

"%sto+!rs/

2


69/79

2K


70/79

CHAPTER

CONCLUSION AND SUGGESTIONS

M&r%ti U$o* Lt$., & 5oi't ;!'t%r! 9!t-!!' t#! Go;!r'+!'t of I'$i& &'$ t#!

S%%i Motor Cor4or&tio' of J&4&' -&s I'$i&s (&r*!st &%to+o9i(! "o+4&'

i' 11?. It o4!r&t!$ i' t#! 4&ss!'*!r ;!#i"(! +&r!t &'$ +&'%f&"t%r!$

&ffor$&9(! &'$ f%!( !ffi"i!'t "&rs for t#! I'$i&' +&ss!s. M&r%ti 11 -&s its

f(&*s#i4 s+&(( si!$ "&r &'$ -&s t#! 9!st s!((i'* "&r i' I'$i& si'"! $!"&$!s.

I' 11?, S%%i (&%'"#!$ t#!ir *(o9&( "&r S-ift i' i't!r'&tio'&( +&r!ts

&'$ (&t!r i' I'$i&. S-ift -&s t#! first st(is# "o+4&"t "&r fro+ t#! st&9(! of

M&r%ti &'$ -&s & $iff!r!'ti&tor fro+ its !&r(i!r 4ro$%"ts. T#! (&%'"# of S-ift

#&$ 9ro%*#t M&r%ti i' (i+!(i*#t &'$ ;&rio%s *(o9&( i't!r'&tio'&( &%to+o9i(!

+&'%f&"t%r!rs &''o%'"!$ t#!ir 4(&'s to 9oost t#!ir i';!st+!'ts i' I'$i& &'$

(&%'"# "o+4!ti'* "&rs. T#! "o+4!titio' -&s !@4!"t!$ to i't!'sif to *r&9

t#! 9%r*!o'i'* "%sto+!r 9&s!.T#! I'$i&' "&r +&r!t "%rr!'t( &44!&rs to 9! &t & "rossro&$s, -#!r! "&r

+&r!t!rs &r! &tt!+4ti'* to "#&'*! "%sto+!r 4!r"!4tio's of t#!ir 9r&'$s &'$

-#!r! s4!"ifi" 9%i'* +oti;&tio's &44!&r to 9! r!4(&"i'* *!'!r&(iti!s.

T#is +!&'-#i(!, is %it! %'(i! t#! -!st -#!r! 9%!rs "o'si$!r &!st#!ti"s,

"o+fort &'$ s&f!t, 'ot '!"!ss&ri( i' t#&t or$!r, 9!for! fi'&(isi'* & 4%r"#&s!.

6Its s+&rt!r to t#i' &9o%t !+otio's &'$ &ttit%$!s, if +&r!t!rs &r! to $o &

9!tt!r 5o9 of +&rri'* -#&t & "&r off!rs to t#! "o's%+!rs i+&*! of t#!

off!ri'*s.

>1


71/79

T#! +i'$s!t of t#! I'$i&' "o's%+!r is s%"# t#&t #! is $!(i*#t!$ if #! 9%s &

4!' & (itt(! "#!&4!r t#&' #is '!i*#9o%r. T#i'*s &r!, #o-!;!r, s(o-(

"#&'*i'* &'$ "%sto+!rs &t t#! %44!r !'$ of t#! +&r!t &r! 'o- r!&$ to 4&

+or! for +or!. I #o4! t#&t t#is &44ro&"# -i(( soo' !'t!r t#! s+&(( "&r

s!*+!'t, +&9! 'ot -it# t#! s&+! i't!'sit .

6S%""!ss -i(( (&r*!( 9! $!t!r+i'!$ to t#! !@t!'t & "o+4&' "&'

$iff!r!'ti&t! its!(f i' t!r+s of i't&'*i9(!s t#&t *o -it# & "&r8. T#%s, s%""!ss

"o%($ -!(( #i'*! o' t#! 9!st of 9%'$(! of s!r;i"!s t#&t & "&r+&!r "&'

4ro;i$!. M&r%ti S%%i *r!- fro+ !ro to t#! ?11,111 +&r &'$ t#! '%+9!r

O'! s&(!s s4ot i' I'$i& i' 5%st fi;! !&rs. Looi'* &t t#! 4r!s!'t s"!'&rio it

"&' 9! s&i$ t#&t t#o%*# t#!r! is (ot of "o+4!titio' i' t#! &%to -or($ M&r%ti

S%%i is 4i"i'* %4 -!((.

S


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t!"#'o(o*i"&( t!r+s ) ot#!r for!i*' 4(&!rs (i! H%'$&i, G!'!r&( Motors

&r! %si'* (&t!st t!"#'o(o*i!s

ANNEURE

BIBLIOGRAPHY:

B7 J=0

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