SYNOPSIS OF THE DISSERTATION PROJECT

“A STUDY ON MARKET SEGMENTATION: A STUDY AT MARUTI UDYOG LTD”

Submitted in partial fulfillment of the requirements of theBangaloreUniversity for the award of degree in

MASTER OF BUSINESS ADMINISTRATION

Submitted byNITHIN M

11NPCMA073

Under the guidance ofDR. G. NIJAGUNA

Department of Management StudiesKattigenahalli,Yelahanka,

Bangalore-560064Feb 2013

Introduction:

Market segmentation is a marketing strategy that involves dividing

a broad target market into subsets of consumers who have common needs

(and/or common desires) as well as common applications for the relevant

goods and services. Depending on the specific characteristics of the

product, these subsets may be divided by criteria such as age and gender,

or other distinctions, such as location or income. Marketing campaigns

can then be designed and implemented to target these specific customer

segments, addressing needs or desires that are believed to be common in

this segment, using media that is used by the market segment.

Statement of Problem:

There a few reasons why businesses may use market segmentation. These reasons can include increasing market share, to identify new ways to market a product, to assist/improve new product development and to extend products into new markets.

Businesses can seek to identify and target a market segment that they have not yet reached. To target this segment effectively they will have to adapt their products and marketing strategy to become established within the segment. Doing this correctly serves to increase the businesses market share.

Objectives:

1. Find out the marketing strategies of MARUTI UDYOG Ltd.

2. To check out the Marketing mix strategies of MARUTI.

Product strategies.

Place strategies.

Price strategies.

Promotion strategies.

3. Exporting strategies.

4. Find out the BCG matrix for maruti udyog ltd.

5. Find out the key success factor of maruti udyog and overall business

strategies of MARUTI UDYOG Ltd

Methodology:

Research methodology is a way to systematically solve the research

problem. It may be understood as a science of studying how research is

done scientifically. In it we study the various steps that are generally

adopted by a researcher in studying his research problem along with the

logic behind them. It is necessary for the researcher to know not only the

research methods or techniques but also the methodology.

Plan of analysis and Research:

Explorative research

Research is an academic activity and as such, the term should be used

in a technical sense. It comprises defining and as such, the term should be

used in a technical sense. It comprises defining and redefining problems,

formulating hypothesis or suggested solution: collecting, organizing and

evaluating data making deduction and conclusion to determine whether

they fit the formulating hypothesis.

Analytical tools employed:

Customer relationship, customer segment, targeting, product

development, research and development, price discrimination.

Possible outcome of the study:

The study helps to learn the market condition. it gives the outline of,

requirement of customer in the market. It also makes way to build the gap

between industry and its customers.

Chapter Scheme:

Table of Contents

CHAPTER NO. PARTICULARS PAGE NO_

List of Tables

List of Figures

List of Abbreviations

1 Introduction

2 Review of Literature & Design of the Study

2.1 Introduction

2.2 Review of Literature

2.3 Statement of the Problem

2.4 Scope of the Study

2.5 Objectives of the Problem

2.6 Hypothesis

2.7 Operational Definitions of Concept

2.8 Methodology

2.9 Limitations of the Study

2.10 Chapter Scheme

3 Profile of the Industry –

3.1 -An Overview

3.2 Profile of the Organizations

4 Results, Analyses & Discussions

5 Summary of Findings, Conclusions & Suggestions

5.1 Summary of Findings

5.2 Conclusions

5.3 Suggestions

5.4 Policy Implications & Scope for further Study

Appendices

References

Conclusion:

From this study, it can be seen in the marketing variables which are

the basis for segmentation such as age and geographic variables. In a

competitive market both companies must identify and target different

market segments in order to remain at the cutting edge. Differences

between the companies are evident with respect to product, pricing, place

and promotion.

Name of the guide: Submitted by:

DR. G. NIJAGUNA Nithin M

(11NPCMA073)