S.W.O.T. MatrixMaruti Suzuki Ciaz was launched amid much fanfare in 2014 during the festive

season of Diwali. The response to its earlier product SX4 was unimpressive and

MSIL wanted to target those consumers who were willing to shell their pockets for

luxury and comfort. Maruti Suzuki SX4 was unable to compete with big players in

Sedan segment such as Hyundai Verna, Honda city and Volkswagen Vento. But this

time, MSIL tried new marketing initiatives this time and the hard work paved off. The

Maruti Suzuki Ciaz started strong on its sales, and became a hot-selling name within

a few weeks only. Even now the sales are quite good. The S.W.O.T. Matrix for

Maruti Ciaz is given below:

STRENGHTS

Maruti Suzuki enjoys having the strong

presence in the Indian market and is a

trusted and first preference for majority

of people.

Maruti Suzuki after sales service is

extremely efficient and hassle free.

Also its spare parts are easily

available.

Ciaz was released in both diesel and

petrol versions and had superior

mileage than its competitors giving

this product a clear edge.

Strong network of distributors and

hence accessible to large number of

consumers.

Model launched is longer in length,

has more comfortable spacing and has

all the qualities of luxurious car,

making it a perfect choice for the

consumers of this segment.

WEAKNESSES

The pricing of the Ciaz product

didn’t have much significant

difference from its competitors and

hence making it difficult for the first

time consumers.

Limited share in the market in this

particular segment due to

establishment of other rivals with

their products.

Very small presence outside the

country and hence could not exploit

demand in other countries.

OPPORTUNITIES

Fastest growing segment in the

automobile industry in domestic

market.

The model Ciaz was heavily

promoted before its launch, with

new marketing initiatives like ‘Cool

cat in the town’ and roping of

Ranveer Singh as a brand

ambassador to push the sales.

If promoted heavily and

strategically, Ciaz could have found

its own space in the foreign markets

also.

With rising prices of fuel, its best

mileage among the rivals could

have been game changer.

THREATS

Maruti Suzuki was unable to

compete with the big players in

Sedan segment earlier, with its

product SX4 which was launched to

compete against the rivals in this

segment earlier.

Rising fuel prices has hurt the

prospects of the players where a

significant chunk of consumers are

shifting to low budget and more fuel

efficient cars.

Space crunch due to large size is

always a threat especially in cities

which are overloaded with vehicles,

especially problems of parking.

Exhibit 1: The S.W.O.T. Matrix for Maruti Suzuki CIAZ

Analysis and Study of S.W.O.T. MatrixThe study of SWOT Matrix reveals that though there are threats to the product due

to fierce competition in the market, but it had its own strengths to combat it,

especially with the reliable brand behind it. The S.W.O.T. Matrix also tells that there

are enough opportunities for the growth in this particular segment and hence there is

a good chance of product succeeding in the market. Also there can be marketing

strategy made which can exploit the opportunities in the foreign market.

The new marketing initiative for CIAZ called Cool Cat in the Town received

overwhelming response in the social media. Also the Ciaz was strategically launched

in the festive season of the domestic market where the sales in the automobile

sector get a boost and hence people can be attracted to its. The data of the sales

showed that Maruti Ciaz was a success and attracted a lot of attention among the

buyers. Its sales successfully notched higher than Hyundai Verna and gave although

competition to Honda city. Thus it actually put its lacklustre performance of SX4

behind and made inroads into the Sean segment successfully.