29-03-2014, 03:16 PM
Customer preferences towards ALTO 800
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HISTORY OF MARUTI
Maruti Suzuki
Maruti Suzuki Company is a subsidiary of Suzuki Motor Corporation based in Japan. The Maruti Suzuki CompanyIndia has been dominating the car market for over two and a half decades. Further, Maruti Suzuki Company has two manufacturing units located in Gurgaon and Manesar, South of New Delhi, India. Combined annual capacity of both the manufacturing units of the companyis over 1.2 million (1,200,000). TheMarutiSuzuki Company in India offers a wide range of cars available in different segments.
Maruti Suzuki Founder
Michio Suzuki was the founder of Suzuki Loom Works, which was renamed Suzuki Motor Corporation in the year 1920. Suzuki Loom Works was situated in a small seacoast village of Hamamatsu, 120 miles from Tokyo, Japan. Michio Suzuki apprenticed as a carpenter and at the age of 22, he designed a pedal-driven wooden loom. Michio Suzuki introduced the first cyclemotor in the year 1952, which was fitted with 36cc piston-ported two-stroke engines. The sales of the motorcycles soon dominated the profits of the company and earned a great reputation.
Sanjay Gandhi founded Maruti in the month of February in the year 1981, but it started its manufacturing operations in 1983. Sanjay Gandhi was an Indian politician and the younger son of Prime Minister Indira Gandhi. He was expected to succeed his mother, Indira Gandhi, as the head of Indian National Congress. However, due to his early death in a plane crash, his brother Rajiv Gandhi took over. Sanjay Gandhi never attended college but worked as an apprentice in Rolls Royce, England. He was very interested in cars, in particular sports car and had obtained a pilot's license.
MARKETING STRATEGIES
Maruti Suzuki India had launched the Maruti Alto Xplore variant few hours before the Hyundai EON launch with a slew of attractive features to hold its fans from straying to the rival brand. Moreover, the leading car manufacturer has resorted to heavy marketing campaigns to build the hype around the new launch including internet, television and newspapers. In addition, the Maruti dealers are also offering lucrative discounts to make the most of the festival sentiment in the season.
SWOT ANALYSIS OF MARUTI UDYOG
Maruti Suzuki is the market leader in India and has an amazing brand equity. Maruti is known for the service it provides and is synonymous with Maruti 800 – the longest running small car in India. Here is a SWOT of maruti suzuki, its strengths, weaknesses, opportunities and threats.
Strengths
Maruti Udyog limited (MUL) is in a leadership position in the market with a market share of 48.74
Major strength of MUL is having largest network of dealers and after sales service centers in the country.
Good promotional strategy is adopted by MUL to transfer its thoughts to the people about its products.
Maruti Suzuki recorded highest number of domestic sales with 9,66,447 units from 7,65,533 units in the previous fiscal. It recently attained the 10million domestic sales mark.
Strong Brand Value and Loyal Customer Base are big strengths for MUL
CONCLUSION
Bareilly although a small city, is dwelled by middle and higher-class people in majority. Thus the market for four-wheeler has never been a dearth here. But of all the varieties available in this segment, small cars are most preferred.
Customers in this segment want to adopt change into their life style. This has fostered entry of varieties of small cars available nation-wide to flourish in this market. This has enhanced the competition in this car segment. But Maruti with stood this competition by retaining its market share to be the highest.
The results of the survey conducted showed that Maruti Alto 800 Brand is the most preferred car followed by Santro and it also showed the buying behaviour of customers that the most of the customer purchase car based on mileage followed by price and maintenance.