Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
International
Academy Balkrushna
of Ajudiya
Management PGPM/0911/030
& 2009-2011
Entrepreneurship
Maruti Udyog Limited
Contents
Nature of Business 3
Present turnover 3
History 3
Milestones 3
How Honor Idea, Expansion, Extend 5
Strategic initiatives
Vision 5
The objectives of MUL 5
Marketing Analysis
Product Profile 6
Target Customers 6
Positioning Strategies 6
Nature of Competition 7
Pricing Strategies 7
Financial Analysis
Financial statement 7
Ratio Analysis 8
Value Chain 8
Core Competencies 8
Quality Management Initiative 8
SWOT Analysis 9
Future Outlook 9
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Nature of Business
Automotive - Four Wheelers
Small size
Mid size
Transport
Present turnover
2008-09
Turnover 2, 03,583 million
Profit after tax 12,187 million
History
Established in February 1981.
The actual production commenced in 1983 with the Maruti 800.
Milestones
• 1981
Maruti Udyog Ltd. was incorporated.
• 1982
Stepped into a Joint Venture with Suzuki Motor Corporation of Japan.
• 1983
Maruti 800, a 796 cc hatchback, India's first affordable car was
produced.
• 1984
Installed capacity reached 40,000 units. Omni, a 796 cc MUV was in
production.
• 1985
Launch of Maruti Gypsy (970cc, 4WD off-road vehicle).
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• 1986
Produced 100,000 vehicles (cumulative production).
• 1987
Exported first lot of 500 cars to Hungary.
• 1988
Installed capacity increased to 100,000 units.
• 1992
SMC increases its stake to 50 per cent.
• 1994
Produced the 1 millionth vehicle since the commencement of
production.
• 1995
Second plant launched, the installed capacity reached 200,000 units.
• 1996
Launch of 24-hour emergency on-road vehicle service.
• 1997
Produced the 2 millionth vehicle since the commencement of
production.
• 1998
Launch of website as part of CRM initiatives.
• 1999
Launch of Maruti - Suzuki innovative traffic beat in Delhi and Chennai
as social initiatives.
• 2000
IDTR (Institute of Driving Training and Research) launched jointly
with Delhi government to promote safe driving habits.
• 2001
Launch of customer information centers in Hyderabad, Bangalore, and
Chennai.
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• 2002
SMC increases its stake to 54.2 per cent.
Launch of Maruti Finance with 10 finance companies in Mumbai.
Start of Maruti True value in Mumbai.
• 2003
Production of 4 millionth vehicle.
Listed on BSE and NSE after a public issue oversubscribed 10 times.
• 2004
Maruti closed the financial year 2003-04 with an annual sale of
472122 units, the highest ever since the company began operations 20
years ago.
• 2005
The fiftieth lakh car rolls out in April, 2005.
Strategic initiatives
Vision
"The Leader in The Indian Automobile Industry, Creating Customer
Delight and Shareholder's Wealth; A pride of India.”
The objectives of MUL
• Modernization of the Indian Automobile Industry
• Production of fuel-efficient vehicles to conserve scarce resources
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• Production of large number of motor vehicles which was necessary
for economic growth
Marketing Analysis
Product Profile
• Offer full range of cars
• Entry level Maruti 800 & Alto
• Stylish hatchback Ritz, A-star, Swift, Wagon R, Estillo and sedans
DZire, SX4
• Sports utility vehicle Grand Vitara
• With range of 11 models in 50 variants, Maruti Suzuki has a vehicle
for every consumer
Target Customers
Domestic
• Middle Income
• Higher Income
Foreign
• Middle level for Entry Level Car
(Exports Entry Level Car In 100 Countries)
Positioning Strategies
• Domestic Indian market
More than half the number of cars sold in India wears a Maruti
Suzuki badge
• Exports entry-level models across the globe to over 100 countries
• The focus to identify new markets
• Some important markets include Latin America, Africa and South
East Asia
• A brand new offering A-star, Maruti Suzuki is ready to take on
European markets
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Nature of Competition
• With the arrival of Matiz, Santro and Indica (the small car market
has become more competitive)
• Keen competition in select segments (compact and mid size
segments)
• Most of the major global players are present in the Indian market;
few more are expected to enter
• As the demand is unlikely to grow, Maruti Udyog Ltd will face
lower capacity utilization
Pricing Strategies
• Aggressive Pricing Strategy
• Reasonable Pricing
• It helped the company to retain its leadership position amidst
fierce competition by foreign players in India
Financial Analysis
7|Page
Value Chain
Core Competencies
8|Page
SWOT Analysis
Strength
Customer base-Market share & Reliability
Weakness
Brand building-Have builds an image from 1983/84
-Provide Cheapest, Affordable cars in India
Opportunity
Infrastructure, Network, past performance
Threats
Ever changing customer's taste, purchasing power
& global manufacturer's presence in India
Future Outlook
Thank You
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