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Transcript of Marketing Mix
STUDY OF MARKETING MIX
OF
MARUTI SUZUKI INDIA LIMITED
Submitted by: Submitted To:
Chetan Gupta. Dr. Anurupa Singh.
Puneet Bansal.
Anshu Khadgawat.
Shobhit Verma.
Pankaj Kumar.
Ishan Srivastava.
Suraj Kumar.
ACKNOWLEDGEMENT
The successful completion of the project would have been far from reality without mentioning the people who made an indelible impression while making the project. All the very outset thanks to Dr. Anurupa Singh for instructing me and providing me the opportunity to participate in the project and sharing her invaluable knowledge and experience with me. Her innovative ideas provided me clarity of thoughts which helped me to think in the right way. Without her help and guidance completion of the project report would have been very difficult. I would also like to give gratitude to all the other faculties who helped me in making the project worth wile and successful.
I would also like to express my gratitude to Dr. Himashu Mohan Head IB faculty for the students. His thoughtful ideas, comments and conceptual insight into the subject kept me from floundering in my question. Despite his busy schedule he spared valuable moments for reviewing and rectifying this project work. Due to the proper guidance the making of project report became an enjoyable experience and easy to workout.
Preface
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of
Parliament in order to meet the growing demand of a personal mode of transport
caused by the lack of an efficient public transport system
Maruti Suzuki India Limited was initially established as Maruti Udyog Limited in
the year Feb 24 ,1981 and then in the year Sep17 ,2007 it was renamed to Maruti
Suzuki India Limited as Suzuki Motor Corporation of Japan totally undertook the
company and purchased 51.26 percent of shares of the company. Thus Maruti
Suzuki India Limited became the first Indian company to produce mass vehicles
and to introduce small size and big size stylish cars in the country.
The company flourished and showed other players that the country has very huge
market and now we can see that there are different players in the market like Tata
Motors, Honda, Hyundai, etc.
Till now the company is able to maintain its market share and offers cheaper cars
with best quality and has a wide variety of vehicles from simple car to stylish,
from MUV to SUV so it’s a company which has brought revolution in the
country's car Market and is giving very tough competition to other players.
INDEX
CHAPTER I -- INTRODUCTION
1.1 OVERVIEW OF INDUSTRY AS A WHOLE
1.2 PROFILE OF THE ORGANIZATION
1.3 PROBLEMS OF THE ORGANISATION
1.4 COMPETITION INFORMATION
1.5 SWOT ANALYSIS OF THE ORGANISATION
CHAPTER II -- RESEARCH METHODOLOGY
2.1 OBJECTIVE
2.2 SCOPE OF THE STUDY
2.3 MANAGERIAL USEFULNESS OF STUDY
2.4 METHODOLOGY
2.5LIMITATIONS
CHAPTER III -- DATA ANLAYSIS
4.1 TABLES AND CHARTS
4.2 COMPARISION
CHAPTER IV -- CONCLUSIONS AND SUGGESTIONS
5.1 CONCLUSION
5.2 SUGGESTION
BIBLOGRAPHY
BOOKS, M AGAZINES, JOURNALS AND NEWSPAPERS
CHAPTER -1
INTRODUCTION OF THE COMPANY
1.1 -- Overview of industry as a whole
Maruti Suzuki India Limited – is a publicly listed automaker in the
country and the largest automobile manufacturer in South Asia with Suzuki Motor
Corporation of Japan holding a majority stake in the company. It was the first
company in the country to mass-produce and sell more than a million cars. It is
largely credited for having brought in an automobile revolution to India and thus
becaming the market leader in the country with it's headquarters located in Delhi.
The New Delhi-based company is a subsidiary of Suzuki Japan, and country's
largest OEM of passenger cars, netting about 55% of domestic sales with 13
brand line over 150 options, including the family car Maruti 800, premium
hatchback Ritz, and popular compact A-Star.
The company runs two production sites. Its Gurgaon facility, integrating three
plants, is able to churn out a whopping 700,000 cars annually.And the Manesar
facility, dedicated to first to market rollouts, promises to grow to an annual
assembly capacity of 300,000. Revving up its bottom line, MSIL exports Suzuki
models to Latin America, Africa, and Southeast Asia, and sporadically to Europe.
Maruti is the highest volume car manufacturer in Asia, outside Japan and Korea.
It is the one of most successful automobile company since its inception. Suzuki
Motor Company was chosen from seven prospective partners worldwide. This
was due not only to their undisputed leadership in small cars but also to their
commitment to actively bring to MUL contemporary technology and Japanese
management practices (which had catapulted Japan over USA to the status of the
top auto manufacturing country in the world).
The objectives of MUL then were: - Modernization of the Indian Automobile
Industry.
- Production of fuel-efficient vehicles to conserve scarce resources.
- Production of large number of motor vehicles which was necessary for
economic growth.
Despite there being 11 companies now in the passenger car market in India
company holds about 60% of the total market share.
1.2 - Profile of the organization
Maruti Suzuki is one of country's leading automobile manufacturers and the
market leader in the car segment, both in terms of volume of vehicles sold and
revenue earned. Until recently, 18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan. The Indian government held an
initial public offering of 25% of the company in June 2003. As of 10 May 2007,
Govt. of India sold its complete share to Indian financial institutions. With this,
Govt. of India no longer has stake in Maruti Udyog.
Maruti Udyog Limited (MUL) was established in February 1981, though the
actual production commenced in 1983 with the Maruti 800, based on the Suzuki
Alto kei car which at the time was the only modern car available in India, its' only
competitors- the Hindustan Ambassador and Premier Padmini were both around
25 years out of date at that point. Through 2004, Maruti Suzuki has produced over
5 Million vehicles. Maruti Suzuki’s are sold in India and various several other
countries, depending upon export orders. Models similar to Maruti Suzuki’s (but
not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and
manufactured in Pakistan and other South Asian countries.
The company annually exports more than 50,000 cars and has an extremely large
domestic market in India selling over 730,000 cars annually. Maruti 800, till
2004, was the country's largest selling compact car ever since it was launched in
1983. More than a million units of this car have been sold worldwide so far.
Currently, Maruti Suzuki Alto tops the sales charts and Maruti Suzuki Swift is the
largest selling in A2 segment.
VISION OF THE COMPANY
Vision of the company was to maximize profit and reducing cost by maximizing
output and sales Hence MUL declared its Vision as-
“The Leader in the Indian Automobile Industry, Creating Customer Delight1 and
Shareholder's Wealth2; eventually become a pride of India”
Customer Delight1 is making sure that performance, after sales service and
customer support are best and beyond expectation. Shareholder’s wealth2 is the
prime concern for running business smoothly .MUL knows this and understands
“customer is king”, he can change the fortune of any company, hence goes
company’s brand line: COUNT ON US!
MISSION OF THE COMPANY
Mission is the statement of an organization’s purpose, what it want to accomplish in the
larger environment and its goals which are specific, realistic and motivating. Missions are
described over visions and visions demand certain objectives. The main
objectives/Missions of MUL are:
- Modernization of the Indian Automobile Industry.
- Developing cars faster and selling them for less.
- Production of fuel-efficient vehicles to conserve scarce resources.
- Production of large number of motor vehicles which was necessary for economic
growth.
MARKETING MIX
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.
Elements of the marketing mix are often referred to as 'the four Ps':
Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but
ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration.
Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Place is not exactly a physical store where it is available Place is nothing but how the product takes place or create image in the mind of customers. It depends upon the percievedness of customers.
Promotion: represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.
Products
Maruti 800 Swift
Zen Estilo Alto
Swift Desire A Star
Omni Gypsy
Wagon R Eco
SX 4 Grand Vitara
Kizashi Ritz
PROMOTION
Maruti Suzuki has been actively promoting motorsport in the country for over a decade
now. To popularize action sport, the Maruti Suzuki motorsport calendar is packed with
exciting motoring events. Be it for a motorsport enthusiast, an amateur or a professional,
there are events that offer the thrill and joy of motorsport to one and all. The events
include Women's Power Drive, Autocross, Treasure Hunt and professional rallies
including Maruti-Suzuki Raid-de-Himalaya and Maruti Suzuki Rally Desert Storm.
These events provide rallying thrills as well as promote safe driving habits.
For families, there are events like Women's Fun Drive and Treasure Hunt throughout the
year, across cities. There are also Mileage rallies for our brands across India. This year
we organised a Maruti Suzuki-Autocar Young Driver 2009, a nationwide search for
India's best young driving talent. This competition tested the competitors' knowledge of
traffic rules, awareness of road safety along with their real-world driving skill. The
contest was open to all individuals, between the age of 18 and 30 years, with a valid
driving license.
PLACE
The company annually exports more than 50,000 cars and has an extremely large
domestic market in India selling over 730,000 cars annually. Maruti 800, till
2004, was the country's largest selling compact car ever since it was launched in
1983. More than a million units of this car have been sold worldwide so
far.Maruti Suzuki’s are sold in India and various several other countries,
depending upon export orders. Models similar to Maruti Suzuki’s (but not
manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and
manufactured in Pakistan and other South Asian countries.
PRICING
Model description Variant Ex-showroom* On the road*
Maruti Suzuki Alto Standard 234406 270201
Standard Metallic 237809 274052
LX 268084 308305
LX Metallic 271487 312155
LXi 286678 329342
LXi Metallic 290081 333192
Maruti Suzuki Wagon R Duo
LX 350254 402716
LX Metallic 353657 406577
LXi 372911 428425
LXi metallic 376313 432285
New Maruti Suzuki Wagon R
LX 328269 377143
LX metallic 331672 380999
LXi 348411 399964
LXi metallic 351814 403820
VXi 371002 425560
VXi Metallic 374405 429416
AX - Automatic 455919 521773
AX Metallic 459322 525629
ABS 401900 460568
ABS metallic 405303 464424
Maruti Suzuki swift
LXi 398624 457362
VXi 425150 487416
VXi with ABS 445175 510105
ZXi 505266 583747
Maruti Esteem
LX 429464 493404
LXi 459719 527684
VXi 485015 567676
Mauri Suzuki Baleno
LXi 580072 671975
VXi 661456 765212
Maruti Gypsy King
Hard top 520553 601937
Hard top, metallic 523446 605246
Soft top 500872 579421
Soft top, metallic 503765 582730
Maruti Versa Standard, 5 seater 364161 419414
Standard, 5s metallic 367800 423537
DX 8 seater 437554 502571
DX 8s metallic 441393 506693
DX2 475760 545858
DX2 metallic 479399 549982
Maruti 800
Standard 194775 225068
Standard Metallic 197263 227883
Air Conditioned 216192 249299
AC Metallic 218680 252114
1.3 --Problems of the organization
For most of its history, Maruti Udyog Limited had relatively few problems with
its labour force. Its emphasis of a Japanese work culture and the modern
manufacturing process, first instituted in Japan in the 1970s, was accepted by the
workforce of the company without any difficulty. But with the change in
management in 1997, when it became predominantly government controlled for a
while, and the conflict between the United Front Government and Suzuki may
have been the cause of unrest among employees. A major row broke out in
September 2000 when employees of company went on an indefinite strike,
demanding among other things like revision of the incentive scheme offered and
implementation of a pension scheme. Employees struck work for six hours in
October 2000, irked over the suspension of nine employees, going on a six-hour
tools-down strike at its Gurgaon plant, demanding revision of the incentive-linked
pay and threatened to fast to death if the suspended employees were not
reinstated. About this time, the NDA government, following a disinvestments
policy, proposed to sell part of its stake in Maruti Suzuki in a public offering. The
Staff union opposed this sell-off plan on the grounds that the company will lose a
major business advantage of being subsidized by the Government.
The standoff with the management continued to December with a proposal by the
management to end the two-month long agitation rejected with a demand for
reinstatement of 92 dismissed workers, with four MUL employees going on a
fast-unto-death. In December the company's shareholders met in New Delhi in an
AGM that lasted 30 minutes. At the same time around 1500 plant workers from
the MUL's Gurgaon facility were agitating outside the company's corporate office
demanding commencement of production linked incentives, a better pension
scheme and other benefits. The management has refused to pass on the benefits
citing increased competition and lower margins
1.4 --Competition information
Shinzo Nakanishi's rich international experience is expected to help Maruti face
bigger challenges from the likes of Honda, Toyota and Tata Motors . His earlier
assignments include Suzuki operations in China, Indonesia, Hungary, Pakistan
and West Asia, markets that are in some ways similar to India . He is also on the
board of Suzuki Motor Corporation worldwide.
Nakanishi has been associated with Maruti from the time the company was set up
and started operations in 1983. He has been chairman (non-executive) of Maruti
since 2002. Just two days after taking charge as the managing director of Maruti
Suzuki , India's leading car maker, Shinzo Nakanishi, in an e-mail interview to
Business Standard, explained how he planned to sustain his company's
domination.
Maruti is at a crucial juncture as the number of challengers to its small car
hegemony is about to multiply. How would you tackle this challenge?
Maruti takes competition seriously. We will stay focused on the goal of achieving
one million sales by 2010. This will require capacity expansion and upgradation
of manufacturing facilities, for which we have already announced an investment
of Rs 9,000 crore (Rs 90 billion). The expansion of our sales and service network
is underway for the one million target.
At the same time, I believe that Maruti Suzuki is ready to play a much bigger role
in Suzuki's global operations, and my task will be to make that happen. Maruti
Suzuki's manufacturing capability has reached a level where we want to make
small cars exclusively in India for export to Europe.
Of the three million cars that Suzuki wants to sell worldwide, almost 30 per cent
have to come from Maruti Suzuki India. We have lined up certain critical
initiatives that will better the experience of our customers and partners, and I will
keep a close watch on them.
How do you plan to face the competition from Tata Motors' new car, which
has come to be known as the Rs 1 lakh car?
We have read reports that it will be launched some time in 2008. So far, we have
not seen the car. There is no clarity yet on important aspects of model such as
features, performance, safety, emission and others.
With SX4 , Maruti has taken a vital step to grow beyond the small car
segment. How would you balance your car dominance with big car
aspirations in future?
Let me share with you the key points of Suzuki's worldwide strategy with regard
to models. Suzuki has chosen a strategy of "World Strategic Models" to drive
long term growth.
As part of this strategy, we have been developing global models which are
European in overall styling and design, and carefully modified to suit local
markets. What this means is that Indian customers get international levels of
quality and design, at the same time as customers in other key markets.
Swift , which was launched worldwide in 2005, was the first model to emerge out
of this strategy. Since then, Suzuki has launched the Grand Vitara, SX4 and
Splash as part of the World Strategic Model approach. Small cars will continue to
be in focus.
However, Suzuki is consciously expanding its image from a maker of mini-cars
and small cars, to a company that offers the full range of models.
Your predecessor, Jagdish Khattar, is known to have enjoyed excellent relations
with dealers, managers, employees and component suppliers. As the company's first
non-Indian managing director, how do you plan to continue this? Or, would you do
things differently?
I have been associated with Maruti and India for 17 years. I believe one of the
reasons for Maruti's success has been its ability to strike a balance. We have
borrowed the best in terms of Japanese technology, quality and work culture. At
the same time, in our relationship with employees, partners and customers, we
have been Indian to the core.
This balance will continue. Mr Khattar has a terrific legacy, and we can show
gratitude to his effort by building on his legacy. Maruti Suzuki has to now play a
much bigger role in Suzuki's global operations. Besides, we have to take major
initiatives to better the experience of our customers and partners.
1.5 --SWOT analysis of the organization
STRENGTHS – 1) LARGE DISTRIBUTOR NETWORK
2) AFTER SALE SERVICE
3) GOODWILL OF MARUTI SUZUKI BRAND
4) EXISTING DEALERS & SERVICE NETWORK
5) LARGE SHAREHOLDER BASE FOR CAPITAL NEEDS
WEAKNESSES –1) CANNIBALISES ITS OWN MARKET SHARE
2) SAME TYPE OF ENJINES IN ALMOST ALL CARS
THREATS –1) INCREASING COMPETITION IN THE SMALL CAR SEG.
2) COMPETITION FROM TATA, HONDA, TOYOTA …
OPPURTUNITY – 1) LARGEST ASPIRING MIDDLE CLASS
2) HUGE UNEXPLOITED MARKET
3) HIGH END CAR SEGMENT
4) OVERSEAS MARKET
CHAPTER II
RESEARCH
METHODOLOGY
2.1 OBJECTIVES
1. To study the marketing mix of the company.
2. To study the performance and expansion of the company.
2.2 SCOPE OF THE STUDY
This study covers the topics marketing mix which includes product ,place ,price
and promotion of Maruti suzuki Its scope includes performance of company in
automobile sector of the country.
2.3 MANAGERIAL USEFULNESS OF STUDY
Marketing Mix is use full for every one; scientist, doctor, engineer, chartered
accountant, business enterprise. Its usefulness in the organization makes it
distinct.
Therefore, Its managerial usefulness is,
1. To find out the total cost involved in making a product.
2. It helps in making a better product than other
3. It helps in designing the product according to taste and preference of
the consumer.
4. It helps in choosing the right medium of advertisement and the
promotional strategies.
2.4 METHODOLOGY
Research methodology is a way to solve the research problem. It can be
understood as a science of studying how research is done scientifically. Various
steps are studied to know and analyze the problem and finding logics and facts
behind them.
This means studying why a particular method we choose.
Secondary data
1. Library Research.
i. Analyzing Historical Records.
ii. Analyzing Documents.
As these methods were used in this research, now the question is why they are
used here.
1.As this research is on financial analysis so it cannot be done without analyzing
the historical data which tell the past performance and also describes the
improvement undergone.
2. Documents are to be analyzed to get true and accurate detail on the subject.
3. As the more dense information can be collected by only undergoing some
training or by joining in the particular field.
4. Also by analyzing the previously made case studies and documents one can
know what all factors have been covered and in how depth, it also helps in
making new research more informative. For researching in this field and on this
topic, this methodology is the best one to choose the research method. As due to
circumstance and need; the research method change, in spite of same
methodology.
Methodology is just a sequence of processes which are well thought of before
choosing the method and then re-verifying them to make the information more
accurate and reliable. Some steps involved in it are,
1. Gathering Data-There are different kinds of information and one has to choose
which information to use which will be appropriate.
2. Summarizing-It includes brief summary about the subject to familiarize the
reader with the subject and then communicating about the topic of research here it is
Ratio Analysis.
3. Collecting Data-Gathering information on the subject as per the topic and as per
depth required and information available.
4. Editing-After collecting data, analyzing it as per requirement to make it more
informative and attractive.
We also found the data from:-
BOOKS
MAGAZINES
JOURNALS & INTERNET.
2.5 LIMITATIONS
1. Insufficient Interaction,
There was insufficient interaction with the company, due to non availability of
time as in today’s competitive environment every personnel of the firm is busy in
performing his / her tasks and due to which researcher does not get proper
attention.
2. Lack Of Complete Knowledge,
As being a student of BBA i do not have complete knowledge as this subject is
very wide and uses various tools and techniques.
3. No Code Of Conduct,
As to attend a graduation student no firm is interested and that’s why there is no
proper code of conduct.
4. Information Misuse,
Firms do not provide secret and sensitive data as there is always a threat of misuse
of the private information.
5. Difficulty In Timely Availability Of Data,
Due to companies being very vast there is lack of availability of data in time as
the information flows through the firm’s hierarchy it makes data flow slow.
CHAPTER III
DATA
ANLAYSIS
ANALYSIS 1- Which car are you using?
which carFrequencyPercentValid PercentCumulative PercentValidMaruti Ritz5858.058.058.0Chevrolet
beat4242.042.0100.0Total100100.0100.0
Analysis: we analyzed that 58% of our respondent are using maruti swift car and
42% use getz. So we can conclude that maximum respondent use maruti swift car
ANALYSIS 2- Luxury issues in the car.
luxury issue
Frequency Percent Valid Percent Cumulative Percent
Valid not imp 22 22.0 22.0 22.0
partially imp 26 26.0 26.0 48.0
Imp 32 32.0 32.0 80.0
very imp 20 20.0 20.0 100.0
Total 100 100.0 100.0
Analysis- we analyzed that 22% of our respondent said that luxury is not
important, 26% of our respondent said that luxury is partially important, 32% of
our respondent said that luxury is important and 20% of our respondent said that
luxury is very important. So we can conclude that most of the respondent feels
that luxury is important
ANALYSIS 3- Value for money of a car.
value for money
Frequency Percent Valid Percent Cumulative Percent
Validnot
imp1818.0 18.0 18.0
partially
imp1414.0 14.0 32.0
Imp32 32.0 32.0 64.0
very imp36 36.0 36.0 100.0
Total100 100.0 100.0
Analysis- we analyzed that 18% of our respondent said that value for money is
not important, 14% of our respondent said that value for money is partially
important, 32% of our respondent said that value for money is important and
36% of our respondent said that value for money is very important. So we can
conclude that most of the respondents feel that value for money is important.
ANALYSIS 4- Price issues in the car.
price issue
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
6
16.0 16.0 16.0
partia
lly
imp2
0
20.0 20.0 36.0
Imp4
444.0 44.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 16% of our respondent said that price is not important,
20% of our respondent said that price is partially important, 44% of our
respondent said that price is important and 20% of our respondent said that price
is very important. So we can conclude that most of the respondent feels that price
issue is important.
ANALYSIS 5- Brand image of a car.
brand image
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp2
2
22.0 22.0 22.0
partia
lly
imp2
6
26.0 26.0 48.0
Imp3
232.0 32.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 22% of our respondent said that brand image is not
important, 26% of our respondent said that brand image is partially important,
32% of our respondent said that brand image is important and 20% of our
respondent said that brand image are very important. So we can conclude that
m0st of the respondent feel that brand image issue is important.
ANALYSIS 6- After sales service
after sales service
Frequency Percent Valid Percent Cumulative Percent
Validnot imp10 10.0 10.0 10.0
partially imp22 22.0 22.0 32.0
Imp50 50.0 50.0 82.0
very imp18 18.0 18.0 100.0
Total100 100.0 100.0
Analysis- we analyzed that 10% of our respondent said that after sales service
issue are not important, 22% of our respondent said that after sales service issue
are partially important, 50% of our respondent said that after sales service issue
are important and 18% of our respondent said that after sales service issue are
very important. So we can conclude that m0st of the respondent feel that after
sales service issue is important
ANALYSIS 7- Reliability of a car
reliability
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
2
12.0 12.0 12.0
partia
lly
imp2
8
28.0 28.0 40.0
Imp4
040.0 40.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 12% of our respondent said that reliability issue are
not important, 28% of our respondent said that reliability issue are partially
important, 40% of our respondent said that reliability issue are important and 20%
of our respondent said that reliability issue are very important. So we can
conclude that most of the respondent feel that reliability issue is important
ANALYSIS 8- Top Speed
top speed
Frequency Percent Valid Percent Cumulative Percent
Validnot imp22 22.0 22.0 22.0
partially imp26 26.0 26.0 48.0
Imp32 32.0 32.0 80.0
very imp20 20.0 20.0 100.0
Total100 100.0 100.0
Analysis- we analyzed that 22% of our respondent said that speed is not
important, 26% of our respondent said that speed is partially important, 32% of
our respondent said that speed are important and 20% of our respondent said that
speed are very important. So we can conclude that m0st of the respondent feel
that speed issue is important.
ANALYSIS 9- Mileage of a car.
Mileage
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
0
10.0 10.0 10.0
partia
lly
imp2
2
22.0 22.0 32.0
Imp5
050.0 50.0 82.0
very
imp1
8
18.0 18.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 10% of our respondent said that mileage is not
important, 22% of our respondent said that mileage is partially important, 50% of
our respondent said that mileage is important and 18% of our respondent said that
mileage is very important. so we can conclude that m0st of the respondent feel
that mileage is important.
ANALYSIS 10- Engine Power
engine power
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp2
2
22.0 22.0 22.0
partia
lly
imp2
6
26.0 26.0 48.0
Imp3
232.0 32.0 80.0
not
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 22% of our respondent said that engine power is not
important, 26% of our respondent said that engine power is partially important,
32% of our respondent said that engine power is important and 20% of our
respondent said that engine power is very important. So we can conclude that
most of the respondent feels that engine power is important.
ANALYSIS 11- Pick Up
pick up
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp2
2
22.0 22.0 22.0
partia
lly
imp2
6
26.0 26.0 48.0
Imp3
232.0 32.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 22% of our respondent said that pick up are not
important, 26% of our respondent said that pick up are partially important,32% of
our respondent said that pick up are important and 20% of our respondent said
that pick up are very important. so we can conclude that most of the respondent
feel that pick up is important.
ANALYSIS 12- Resale Value
resale value
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
0
10.0 10.0 10.0
partia
lly
imp1
6
16.0 16.0 26.0
Imp5
252.0 52.0 78.0
not
imp2
2
22.0 22.0 100.0
Total
100100.0 100
Analysis- we analyzed that 10% of our respondent said that resale value are not
important, 16% of our respondent said that resale value are partially
important,52% of our respondent said that resale value is important and 22% of
our respondent said that resale value are very important
ANALYSIS 13- Power window
power window
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
2
12.0 12.0 12.0
partia
lly
imp2
8
28.0 28.0 40.0
Imp4
040.0 40.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 12% of our respondent said that power window are
not important, 28% of our respondent said that power window are partially
important,40% of our respondent said that power window are important and 20%
of our respondent said that power window are very important. so we can
conclude that m0st of the respondent feel that power window is important.
ANALYSIS 14- Power Steering
power steering
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp1
2
12.0 12.0 12.0
partia
lly
imp2
8
28.0 28.0 40.0
Imp4
040.0 40.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 12% of our correspondent said that power steering are
not important, 28% of our correspondent said that power steering are partially
important,40% of our respondent said that power steering are important and 20%
of our respondent said that power steering are very important. So we can
conclude that m0st of the respondent feel that power steering is important
ANALYSIS 15- Trouble Free Performance
trouble free performance
Frequ
ency Percent Valid Percent Cumulative Percent
Valid
not
imp2
2
22.0 22.0 22.0
partia
lly
imp2
6
26.0 26.0 48.0
Imp3
232.0 32.0 80.0
very
imp2
0
20.0 20.0 100.0
Total
100100.0 100.0
Analysis- we analyzed that 22% of our respondent said that trouble free performance is not important, 26% of our respondent said that trouble free performance is partially important, 32% of our respondent said that trouble free performance is important and 20% of our respondent said that trouble free performance is very important. So we can conclude that m0st of the respondent feel that trouble free performance is important
CHAPTER IV
CONCLUSIONS
CONCLUSIONS
1. Maruti being the market leader in India is cashing its goodwill in terms of good
brand recall, trust on brand, brand value and customer satisfaction.
2. Maruti has much better after sales service and when it comes to comparison
customers often look for it as it is serving its customers well and to the fullest.
3. While selecting a promotional strategy one must carefully analyse all the options
available to management.
4. Televisions and recommendations by friends and families affect the purchase
decision of a customer.
BIBLIOGRAPHY
1. www.marutisuzuki.com.
2. www.wikipedia.com.
3. www.indiatimes.com.
4. www.googleimages.com.
5. Surveys by Angel Research.
6. Survey by J.D Power Asia Pacific.
Magazines, Journals And Newspaper
1. Hindustan Times.
2. Economic Times.
3. India Today.
4. Business Today.
5. I.M Pandey, Financial Management, Edition 2009.
6. Financial Management, ICAI, Edition 2009.