Maruti Suzuki Marketing Strategy

1604 Words 7 Pages
Maruti Suzuki offers 14 brands and more than 150 variants- Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estill, off-roader Gypsy, SUV Grand Vitara, sedans SX4 and Swift Dire and also CNG variants of most of the model for sake of greener planet. Revenue of Maruti Suzuki is growing tremendously over the years.
The case marketing strategies of Maruti Udyog examines the market expansion strategies adopted by Maruti Udyog Limited (MUL), India’s biggest carmaker, in response to intense competition and a decline in sales of its bread-and-butter model -the Maruti 800. MUL enjoyed a near-monopoly status, until the Government of India liberalized the economy in 1991. This led to the entry
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Even Indian auto players like Tata Motors and Mahindra entered the fray to give MUL tough challenges. MUL began to introduce new models, and upgrade its existing models in response to market demand. For instance, the company introduced the hatchback Swift to shed its image of being a manufacturer of low-cost staid cars. The case study looks into how MUL came back from the crunch to retain its place as the top carmaker in India. It also deals with the tussle between Suzuki Motor Corporation and the Government of India over ownership issues. The case highlights the promotional offers undertaken by MUL in its quest for market dominance and examines how the company was able to mould itself according to the market requirements, by entering new domains and reaching out to potential customers through its True Value and other promotional offers. A joint venture between the Government of India and Suzuki Motors, automotive manufacturer Maruti Udyog Limited has the largest dealer and service network in India and commands a 60 percent market share of the Indian car market. In the JD Power Survey …show more content…
The company’s share in December increased to 46% from 42% in November, he said, attributing the surge in volumes to the enhanced focus on rural and smaller markets. “We attuned our market strategy to suit the small and semi-urban markets,” he said, adding the change in strategy helped spur rural sales that rose 18% in the months from April to December.
The exchange sales drive, Pareek said, also boosted volume. “We realized, with first-time buyers staying away from new purchases, we needed to target those looking at replacing their cars,” he said. The strategy paid off and its exchange car business grew 19% in the first nine months of the current fiscal.
Analysts said the growth in Maruti’s market share also shows that fear of competition from newer models launched by rivals were

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