MARUTI SUZUKI Maruti was a private limited company named “ Maruti technical services private limited” (MTSPL) launched on November 16, 1970. Started production in 1983.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
MARUTI SUZUKI Maruti was a private limited company named “ Maruti technical services private limited” (MTSPL) launched on November 16, 1970.Started production in 1983.
SITUATIONAL ANALYSIS Analysing industry:-
Consolidated market Oligopoly
Analysing competition :- (Maruti Suzuki)Direct :- Hyundai, FordIndirect:- public transport, two wheelers.
Analysing customers:-Time periodBenefit soughtLife style
LEADER OR FOLLOWER..?
PESTLE ANALYSIS
POLITICAL ENVIRONMENT
• Politically stable• Support from Make in India campaign
ECONOMIC ENVIRONMENT
• Cheap car loans available.• Government promoting FDI•Rise in gdp
SOCIAL ENVIRONMENT
• Increasing purchasing power.• Lifestyle and attitudes.•Distance between residence and work place
TECHNOLOGICAL ENVIRONMENT
•Rapid advancement in technology.• Six sigma.•Solar battery operated cars
LEGAL ENVIRONMENT
• Complying with ever evolving emission standards.• Complying with safety and technical standards.
ECOLOGICAL ENVIRONMENT
• Solar technology•CNG cars
PORTER’S INDUSTRY ANALYSIS
IS THE INDUSTRY
PROFITABLE?
SURVIVAL…?
INDUSTRY ATTRACTIVENESS….
!!
INDUSTRY COMPETITIVENES
S
HIGH( ORGANISED
MARKET)
RIVALRY AMONGST
INDUSTRY FIRMS
THREAT OF NEW ENTRANTS
LOW
BARGAINING POWER OF
BUYERS
HIGH
THREAT OF SUBSTITUTES
HIGH
BARGAINING POWER OF SUPPLIERS
LOW
PORTER’S 5 FORCES
MARKETING OBJECTIVEIncreasing the sales volumeTarget 2020Enhanced Research and DevelopmentEntering premium segment through NEXA
SEGMENTATION AND TARGETTING
SEGMENTS
FEATURESMILEAGE DESIGN VALUE FOR
MONEYPERFORMANCE
LUXURY
PREMIUM CIAZ KIZASHI SWIFT
MIDMARKET RITZ CELERIO DZIRE,ERTIGA
BUDGET ALTO EECO,STINGRAY
TARGETTING Mass marketing
Diffrentiated marketting Market concentration Niche marketting
POSITIONINGTARGET SEGMENT Middle and High Income
Level, FamiliesCONSUMER BEHAVIOUR Price Sensitive, Value
seekingNATURE OF COMPETETION
Direct: Hyundai, Mahindra, Honda, TataIndirect: Public Transport, Two Wheelers
POINTS OF PARITY Ease of travelling, Safety
POINTS OF DIFFERENCE Mileage, Customer Service, High Resale Value
CRAFT THE POSITION Economically Oriented Vehicle
TESTING 2D
VARIABLES DIFFRENTIAL POINTS
BRAND Performance, reliability
SERVICE Best after sales services,
CHANNEL Wide coverage, cost effectiveness
IMAGE Emotional connect
DIFFRENTIATION
4 P’S OF MARKETTING
PRODUCT
PRICE
PLACE
COVERAGE IN COUNTING
SHOWROOMS 400DEALER WORK SHOP 600
AUTHORIZED SERVICE STATION 1900CITIES COVERED 1190
MANUFACTURER DEALER
CUSTOMERS
THREE LEVEL CHANNEL
Promotion strategyROAD SHOWSPRINT MEDIAFree test drivesProduct warranties as high as 40,000kms
Out of the box promotions
FINANCIAL AUDITAd expenditure as a percentage of revenue went up in FY15 for all the top companies.The country’s largest passenger vehicle maker, Maruti Suzuki, spent Rs 464 crore, about a third more than in FY14 which was 0.93% of their revenueSource: business-standard.com
THANK YOU SIR
Related Documents
