HISTORY OF SUZUKI Starting business in 1909 as Suzuki Loom Works, the firm was incorporated in 1920.

Since foundation Hamamatsu, Japan, SUZUKI has steadily grown and expanded. During the post-W.W.II period, our motorized bike 'Power free'* which earned a good reputation was followed by our 125cc motorcycle 'Colleda', and later by the pioneering 'Suzulight'* lightweight car that helped bring Japan's automotive revolution. Each of these was epoch-making in their own right as they were developed and manufactured by optimizing the most advanced technologies of that period. Today, constantly going forward to meet changing lifestyles, the SUZUKI name is seen on a full range of motorcycles, automobiles, outboard motors and related products such as motorized wheelchairs and industrial equipment. The mark trademark is recognized by people throughout the world as a brand of quality products that offer both reliability and originality. SUZUKI stands behind this global symbol with a sure determination to maintain this confidence in the future as well, never stopping in creating such advanced 'value-packed products'. Suzuki Motors is a Japanese company which makes world class cars in India as a joint venture with Maruti Udyog Ltd. of India. Suzuki is also one of the leading motorcycles manufacturers in the world. The company makes sports utility vehicles (SUVs), all terrain vehicles (ATVs), minicars, premium and luxury cars. Suzuki motor company a subsidiary of Suzuki motor company of Japan is the latest entrant in the already crowded two wheeler market in India that is

dominated by players like hero honda, Bajaj Auto, TVS motors and Royal Enfield motors. However the name Suzuki is not new to Indian market, the company was in a tie up with TVS motors for nearly two decades before it decided to go alone. Thought the partners never had an easy relationship yet the break up was quite amicable. The partners had differences in opinion over things like management control and ownership. In 1982 the Company launched its first product a 100cc motorcycle called Ind-Suzuki which was well received in the Indian market. The company was unable to ride on the success of the product due to the high import cost of the two-wheeler. The company was unable to revive its motorcycle sales but it continued to have a successful presence in the moped segment. The company tried to revive its' sales by introducing a whole new product range in the 90's which included Suzuki Samurai, Suzuki Shogun, Suzuki Max 100, Suzuki Max 100R. The company also Revamped its' marketing strategy to become more visible to the Indian consumer. However a sustained and continued mistrust and uneasy relationship among the partners lead to a break up thus paving the way for Suzuki Corporation to come on its own in the Indian market following the likes of Hondaand Yamaha who had set the trend by doing so. Suzuki Motorcycle India private limited is a subsidiary of Suzuki Motor Corporation of Japan and has the manufacturing philosophy of providing value packed product right from inception. The company has started its India operation with three mass market motorcycles and is also expected to come up with a 150 cc high

performance set of two wheelers soon. The company has a manufacturing capacity in

Gurgaon to churn out over one lakh motorcycles annually. The company employs around two hundred people and will step up its production capabilities as and when required. Some higher end models are also expected to be rolled out of the Suzuki factory soon.

HISTORICAL TIMELINE

The Suzuki plant in Esztergom, Hungary has over 6000 employees. (As of 2007)

1909: Suzuki Loom Works founded in Hamamatsu, Shizuoka Prefecture, by Mr. Michio Suzuki. 1920: Reorganized, incorporated, and capitalized at 500,000 yen as Suzuki Loom Manufacturing Co. with Michio Suzuki as president. 1952: "Power Free" motorized bicycle marketed.[7] 1954: Company name changed to Suzuki Motor Co., Ltd.

1955: Lightweight car Suzuki Suzulight (360 cc, 2-stroke) front wheel drive, marketed helping to usher in Japan's light-weight car age.

1961: Suzuki Loom Manufacturing Co. established by separating the loom machine division from the motor works and lightweight truck "Suzulight Carry" marketed. 1962: Suzuki won the 50 cc class championship at the Isle of Man TT 1963: U.S. Suzuki Motor Corp., a direct sales subsidiary, opened in Los Angeles. 1965: "D55" (5.5 hp, 2-stroke) outboard motor marketed and makes early inroads and Fronte 800 marketed. 1967: Thai Suzuki Motor Co., Ltd. established as a local assembly plant. 1968: Carry full-cab van marketed. 1970: T500 (TT Isle of Man) Frank Whiteway 1970: LJ-Series (Jimny) 44 marketed. 1971: Ts185 Enduro marketed. 1971: GT750 motorcycle marketed. 1973: Suzuki Canada Ltd., opened in Ontario, Canada. 1974: P.T. Suzuki Indonesia Manufacturing established in Jakarta, Indonesia, entry into medical equipment field by marketing the Suzuki Motor Chair Z600 motorized wheelchair, expansion into the

housing field initiated with Suzuki Home marketing two models of prefab "Mini-House" and three types of storage sheds.

1975: Antonio Suzuki Corp., a joint venture for knockdown production and sales, established in Manila, the Philippines.

1976: GS-Series motorcycles marketed. 1977: LJ80 44 vehicle marketed and exports of GS1000H motorcycle began. 1979: Alto marketed. 1979: SC100 marketed in the UK. 1980: Suzuki Australia Pty. Ltd. established in Sydney, Australia and entry into general purpose engine field by marketing three electric power generator models. 1981: Business ties with General Motors (U.S.) and Isuzu Motors, Ltd.(Japan) signed. 1982: 44 production began at PAK Suzuki Motor Co., Ltd. in Karachi, Pakistan and won maker championship for 7th consecutive year at the World Road Race Grand Prix 500. 1982: SC100 Discontinued in favour of Alto. 1983: Enters into a partnership with Maruti Udyog Ltd. to produce cars in India. 1983: Cultus/Swift 1.0-liter passenger car marketed and 44 production started at Maruti Udyog Ltd. in Gurgaon, Haryana, India. 1984: Suzuki New Zealand Ltd. established in Wanganui, New Zealand and began export of Chevrolet Sprint to the United States.

Car production technical assistance contract signed with China National Aerotechnology Import & Export Beijing Corporation. Operation of Suzuki Motor GmbH Deutschland began in Heppenheim, Germany.

1985: SUZUKI of AMERICA AUTOMOTIVE CORP. established with the introduction of the Samurai, and the GSX-R750 motorcycle with an oil-cooled engine marketed and scooter production started at Avello S.A. of Spain. Agreement with Santana Motors to produce Suzuki cars in their Linares factory in Andalusia, Spain. 1986: American Suzuki Motor Corp. is formed merging U.S. Suzuki Motor Corp and Suzuki of America Automotive Corp. 1987: Cultus/Swift production began in Colombia and total aggregate car exports reached 2 million units. 1988: Escudo/Vitara 44 marketed and total aggregate car production reached 10 million units.. 1989: CAMI Automotive Inc. established and began operation in Ontario, Canada. Swift GT/GLX and Sidekick sales begin in the United States. 1990: Corporate name changed to Suzuki Motor Corporation. 1991: Car production started in Korea through technical ties with Daewoo Shipbuilding & Heavy Machinery Ltd and Cappuccino 2-seater marketed. 1993: Passenger car production/sales began at Suzuki Egypt S.A.E., opening ceremony for new car production plant held at Magyar

Suzuki Corp. in Esztergom, Hungary and Wagon R passenger car marketed.

1994: Maruti Udyog Ltd. of India total aggregate car production reached 1 million units.

1995: Total aggregate motorcycle export reached 20 million units 1996: Start of production in Vietnam (Motorcycles and automobiles) 1997: Achieved 10 million cumulative automobile sales for overseas market and 4-stroke outboard motors win the Innovation Award at The International Marine Trade Exhibit and Conference (IMTEC) in Chicago. 1998: Suzuki and General Motors form strategic alliance and Chongqing Chang'an Suzuki Automobile Co., Ltd. received official approval from the Chinese government for production of passenger cars. 1999: Aggregate motorcycle production reaches 40 million units and Jiangxi Changhe Suzuki Automobile Co., Ltd. receives official approval from the Chinese government for production of commercial vehicles. 2000: The company commemorates the 80th anniversary, aggregate car production at Kosai Plant reaches 10 million units and Suzuki production starts at General Motors de Argentina S.A. 2001: Aggregate Launch of Suzuki Liana/Aerio. worldwide sales of Jimny/SJ reaches 2 million units, production of Alto reaches 4

million units and Suzuki achieves "Zero-Level" target of landfill waste

2002: Achieved 30 million cumulative automobile sales for worldwide market and America's No.1 warranty: 100,000/7-year powertrain limited warranty. 2003: Suzuki is No.1 in Kei car sales for the 30th consecutive year and Twin, the first hybrid Kei car in Japan, marketed. 2004: Aggregate domestic automobile sales reach 15 million units. 2005: Swift was awarded the 2006 RJC Car of the Year. 2006: New XL7 is marketed particularly to the North American market; and GM divested, selling 92.36 million shares and reducing their stake to 3%. 2008: GM divested its remaining 3% stake in Suzuki. 2009: Suzuki introduces its first production pickup truck called the Equator. Volkswagen AG and Suzuki reach a common understanding to establish a close long-term strategic partnership. 2010: Volkswagen AG completed the purchase of 19.9% of Suzuki's outstanding shares. 2011: On 4 July Suzuki Motor chairman will come to Indonesia to announce Indonesia as regional production base with investment up to $800 million over the next few years.

2012: In January, the company said it would build a new engine factory as the third factory in Indonesia to fulfill the fastgrowing Southeast Asian market. On a 1.3 million square-metre site in an industrial park outside Jakarta, Suzuki has spent 10 billion yen and might be would reach 30 billion yen.

QUICK FACTS Founder Country Year of Establishment Industry Listings & its codes Head Office Michio Suzuki (in Hamamatsu, Shizuoka Prefecture Japan) Japan 1909 Auto-Cars/Light Trucks TYO: 7269; OTC: SZKMF 300 Takatsuka Hamamatsu Shizuoka 432 8611 India Office Japan Maruti Udyog Ltd. 11th Floor, Jeevan Prakash 25, Kasturba Gandhi Marg New Delhi - 110001, India Tel.: +(91)-(11)-23316831 (10 lines) Website Global Website Fax: +(91)-(11)-23318754, 23713575 www.suzuki.com www.globalsuzuki.com

BOARD OF DIRECTORS
Mr. Shinzo Nakanishi Mr. Manvinder Singh Banga

Managing Director and CEO

Director

Mr. Amal Ganguli

Mr. D.S. Brar

Director

Director

Mr. Keiichi Asai

Mr. Osamu Suzuki

Director

Director

Mr. Shuji Oishi

Mrs. Pallavi Shroff

Director

Director

COMPANY FLASHBACK
Suzuki Motor Corporation is a Japanese automobiles manufacturing company. It produces a full range of motorcycles, outboard motors, and a variety of other small combustion-powered engine products. The company has its production units in more than 22 countries. In India it has teamed up with Maruti and has become India's largest automobile sellers as Maruti Suzuki. The operations of Suzuki can be classified into three main segments including motorcycles, automobiles and others. It is one of the leading manufacturers of motorcycles in the world, ranking third after Honda and Yamaha.The company produces motorcycles with a displacement capacity ranging from 50cc to 1200cc. The company is also a major automobile manufacturer. It makes sports utility vehicles (SUVs), all terrain vehicles (ATVs), minicars, premium and luxury cars. The brands of Suzuki in the automobile segment comprise the Grand VITARA, Wagon R, Ignis, Jimny, Alto, Carry and Liana. In addition to all these, the company is also involved in the design and manufacture of concept cars for the future.

Suzuki generated revenues of Y2,198,986 million ($20.8 billion) for the fiscal year ended March 2004, an increase of 9.1% from the previous year. It reported a net income of Y43,835 million ($414.8 million) for fiscal 2004, up 41.3% from the previous year.

MILESTONES
1909 1952 1954 1955 1970 Started out as Suzuki Loom Works. The company created motorized bicycle, Power Free. It featured a 2x36cc engine. The name of the company was changed to Suzuki Motor Corporation. The company introduced its first mass-produced car, the Suzulight. The company launched two models, Suzuki Fronte (in different variations such as the 360 or the Viola) and Suzuki 1981 1998 2001 2006 Jimny. General Motors (GM) purchases 5% of Suzuki shares. GM purchases additional shares for a 10% stake. GM's share is up to 20.4% GM divested, sells 92.36 million shares and reduced their stake to 3% in order to raise $2 billion.

SUZUKI MOTORCYCLE INDIA PRIVATE LIMITED is a

subsidiary of Suzuki Motor Corporation, Japan where in we are having the same manufacturing philosophy of VALUE PACKED PRODUCTS right

from the inception. SMIPL will be manufacturing two wheelers best suited for the valuable Indian customers covering all segments.

PLANT AREA & PRODUCTION CAPACITY

We have installed our manufacturing plant in Gurgaon (Haryana) having the annual capacity of 2,50,000 units. Total land area of the facility at Gurgaon is 37 acres out of which the present plant is constructed in an area of 6.5 acres of land. The remaining area of 30.5 acres is left for land development and future expansion.

CHAIRMAN
Mr. Tatsuya Shinkai

MAIN PRODUCTS
Motorcycles and scooters

HEAD OFFICE, PLANTS &FACILITIES

NAME Suzuki Motorcycle India Pvt Ltd ADDRESS Factory Office Village Kherki Dhaula, Badshahapur, N.H.-8, Link Road, Gurgaon. Fax No. - 0124-4170 Motorcycle engines assembling and machining Spare parts administration OPERATIONS Head office affairs

701 Regd. Office Sales & Marketing Office 2nd Floor, Plot No. 1, Nelson Mandela Road, Vasant Kunj, New Delhi -110 070 Fax No. - 011-4607 5418

Education and training

Public relations

Research and development Testing and development of motorcycles

PLANT AREA & PRODUCTION CAPACITY

SMIPL manufacturing plant installed in Gurgaon (Haryana) having the annual plant capacity of 2,50,000 units. We have got total land area of 37 acres and out of which presently our plant is constructed in 6.5 acres of land and remaining area is left for the land development and future expansion.

ENVIRONMENT
At Suzuki, the philosophy of keeping environment first is properly percolated downwards. To comply with all applicable legislations and setting standards thereof remains only a beginning. We thrive to discover and invent mechanisms for better environment management systems and

its a continuous process which is managed by a separate wing of experts and specialist in the field.

The biggest testimony of Suzukis commitments towards environment first is seen in the new plant of Suzuki two wheelers at Gurgaon which is built to be a Zero discharge plant. We have embraced Natural light optimization system and water harvesting systems besides several other measures to create better and cleaner environment around us. All packaging material used by Suzuki is recycleable. A constant flow of internal communication on environment related issues not only creates awareness amongst employees but also helps in inculcating an environment friendly value system.

ENVIRONMENTAL UTILITY
To take care of the health of all our employees, we maintain all international parameters and standards for drinking water, treated water, ambient air shop floor, office and the outside. We keep updating all these standards of health and welfare of employees through a team of well qualified personnel in the R & D laboratory.

QUALITY CONTROL AT SUZUKI MOTORCYLE INDIA HAS FOUR MAIN SECTIONS:

Tested by SMC Japan with their international quality standards

 Final ( Vehicle) Inspection Market Quality Parts Inspection

PARTS INSPECTION
In Vehicle manufacturing, quality check consists of all body parts & engine parts The non conformities in the parts being procured may lead to production loss & degradation of the quality of the final output and life of the product. To ensure the product, the dimensional, material, aesthetic & performance inspection for the special processes are carried out on the individual parts before they are declared fit for the assembly. For carrying out the inspection activities effectively, we have the latest & sophisticated machines installed in the inspection area.

FINAL (VEHICLE) INSPECTION

After the assembly is over, the vehicles are inspected for the following critical aspects: Safety related parameters such as braking; clutch operation and other functional defects of the vehicle

 Emission related parameters for checking the conformance of the exhaust gases with the emission rules Functional & aesthetic parameters are also checked.

MARKET QUALITY
Most commonly known as Warranty Section. The main function of this section: To act upon the customers feedback received from the service department for the up gradation of the product. To resolve the quality issues being received from the market by visiting the suppliers & taking the corrective & preventive measures for the same. Monitoring for the effectiveness of the measures taken for the particular problems through the cut off engine/frame numbers.

CONSUMER BEHAVIOUR :
It is the study of individuals, groups or organizations & the processes they use to select,secure and dispose of products & services to satisfy needs & the impacts that these processes have on the consumer and society. It attempts to understand the decision-making processes of buyers , both individually & in groups.

It is found that most of the consumers buy (Buying motive) two-wheelers from SUZUKI because of the following reasons : 1. Brand Image 2. Performance 3. Quality products 4. Style 5. Better post-sales service

SEGMENTATION : Market segmentation is a marketing strategy that

involves dividing a broad target market into subsets of consumers who have common needs & then be designed and implemented to target these specific customer segments. The various segments in Suzuki are as follows : 1. Super bikes 2. Motor Cycles 3. Scooters 4. All-terrain vehicles

TARGETTING : SUZUKI basically targets the high incomegroup people for the super bikes, scooters are targeted for the middle-age people ;men & women and motorcycles are targeted for the men and youngsters. POSITIONING : SUZUKI is positioned in the minds of the people as a brand which offers best engineered engines from JAPAN.

PRODUCT DECISIONS : Following are the various products offered

by SUZUKI MOTORCYCLES LTD.

Super Bikes
GSX-R1000 Hayabusa 1300

Bandit 1250SA

Intruder M1800R

MOTOR CYCLES GS 150R HAYATE

SCOOTERS
SUZUKI ACCESS 125

PRICING DECISIONS : Various vehicles are priced differently based

on the segments. The prices of the bikes mfd n mktd by SUZUKI are as follows : 1. SUZUKI ACCESS 2. SUZUKI GS150R 56,500 62,500 15,00,000 13,25,000 8,57,556 12,50,000 46,700

3. GSX-R1000
4. HAYABUSA 1300 5. BANDIT 1250SA 6. INTRUDER M1800R 7. SUZUKI SLINGSHOT

DISTRIBUTION DECISIONS : The two-wheelers mktd by

SUZUKI in India are distributed to the customers through the DEALERS.

Suzuki makes it easy to find authorized Suzuki dealerships and showrooms across India. For locating the Suzuki dealers in a city just choose the city and view all the necessary contact information about the Suzuki dealers in your preferred city. we can Locate over 283 Suzuki Dealers in Delhi, Mumbai, Banglore, Chennai, Kolkata, Pune and get details of Suzuki Dealerships across 200 cities in India.

Agartala 1 dealer

Agra 2 dealers

Ahmedabad 5 dealers

Ahmednagar 1 dealer

Ajmer 1 dealer

Aligarh 1 dealer

Aluva 1 dealer

Ambala 1 dealer

Baroda

2 dealers

Basti 1 dealer

Batala 1 dealer

Beed 1 dealer

Begusarai 2 dealers

Belgaum 1 dealers

Bellary 2 dealer

Berhampur 2 dealers

Betul 1 dealer

Bharatpur 1 dealer

Bharuch 2 dealers

Bhatinda 1 dealers

Bhavnagar 1 dealers

Bhawanipatna 1 dealers

Bhilai 1 dealers

Bhilwara 1 dealers

Bhopal 2 dealers

Bhubaneswar 1 dealers

Bijapur 1 dealers

Bijnor 1 dealers

Bilaspur 1 dealers

Burdwan 1 dealers

Calicut 2 dealers

Chandigarh 1 dealers

Chandrapur 1 dealers

Chapra 2 dealers

Chennai 6 dealers

Chhindwara 1 dealers

Chittorgarh 1 dealers

Cochin 1 dealers

Coimbatore 2 dealers

Cuddapah 1 dealers

Cuttack 1 dealers

Davanagere 1 dealers

Dehradun 1 dealers

Delhi 9 dealers

Dhanbad 1 dealers

Dharmapuri 1 dealers

Dibrugarh 1 dealers

Dindigul 1 dealers

Durgapur 1 dealers

Eluru 2 dealers

Erode 1 dealers

Etah 1 dealers

Etawah 1 dealers

Faridabad 1 dealers

Faridkot 1 dealers

Fatehpur 1 dealers

Ferozepur 1 dealers

Gandhidham 1 dealers

Ganganagar 1 dealers

Ghaziabad 2 dealers

Godhra 1 dealers

Gondia 2 dealers

Gulbarga 1 dealers

Guna 1 dealers

Guntur 2 dealers

Gurgaon 1 dealers

Guwahati 1 dealers

Gwalior 1 dealers

Haldwani 1 dealers

Hardoi

1 dealers

Himatnagar 2 dealers

Hissar 1 dealers

Hooghly 1 dealers

Hoshiarpur 1 dealers

Hosur 2 dealers

Howrah 1 dealers

Hubli 2 dealers

Hyderabad 5 dealers

Indore 2 dealers

Jabalpur 1 dealers

Jaipur 3 dealers

Jalandhar 2 dealers

Jalgaon 1 dealers

Jammu 2 dealers

Jamnagar 1 dealers

Jamshedpur 1 dealers

Jaunpur 1 dealers

Jodhpur 1 dealers

Jodhpur 1 dealers

Junagarh 1 dealers

Kaithal

1 dealers

Kangra 1 dealers

Kannur 1 dealers

Kannur 1 dealers

Kanpur 2 dealers

Kapurthala 1 dealers

Karaikudi 1 dealers

Karimnagar 1 dealers

Karnal 1 dealers

Kasargod 1 dealers

Kashipur 1 dealers

Khammam 1 dealers

Khanna 1 dealers

Kolhapur 2 dealers

Kollam 1 dealers

Kota 1 dealers

Kottayam 1 dealers

Kurnool 1 dealers

Latur 1 dealers

Lucknow 1 dealers

Ludhiana 1 dealers

Madurai

2 dealers

Mahabubnagar 1 dealer

Malappuram 1 dealer

Malda 1 dealer

Mancherial 1 dealer

Mangalore 1 dealer

Margao 2 dealers

Mehsana 2 dealers

Midnapore 1 dealer

Mirzapur 1 dealer

Mohali 1 dealer

Mumbai 6 dealers

Murshidabad 1 dealer MuzaffarNagar 1 dealer

Muzaffarpur 1 dealer

Mysore 2 dealers

Nagercoil 1 dealer

Nagpur 3 dealers

Nasik 2 dealers

Navasari 1 dealers

Navi Mumbai 1 dealers

Nellore

1 dealers

Nizamabad 1 dealers

Noida 1 dealers

Ongole 1 dealers

Palakkad 1 dealers

Palwal 1 dealers

Panchkula 1 dealers

Panipat 1 dealers

Panjim 1 dealers

Pathanamthitta 1 dealers

Pathankot 1 dealers

Patiala 1 dealers

Patna 1 dealers

Pondicherry 1 dealers

Pratapgarh 1 dealers

Pune 7 dealers

Purnia 2 dealers

Raebareli 2 dealers

Raichur 1 dealers

Raigarh 1 dealers

Raipur 1 dealers

Rajahmundry

1 dealers

Rajkot 2 dealers

Rajnandgaon 1 dealers

Ranchi 1 dealers

Ratlam 1 dealers

Rewa 2 dealers

Rewari 1 dealers

Rohtak 1 dealers

Roorkee 1 dealers

Saharanpur 1 dealers

Salem 1 dealers

Sangli 1 dealers

Sangrur 1 dealers

Sasaram 1 dealers

Satara 1 dealers

Satara 1 dealers

Satna 1 dealers

Shimoga 1 dealers

Sikar 1 dealers

Silchar 1 dealers

Siliguri 1 dealers

Sitamarhi

2 dealers

Siwan 2 dealers

Solapur 2 dealers

Sonepat 1 dealers

Srinagar 1 dealers

Sumerpur 1 dealers

Surat 2 dealers

Surendra Nagar 1 dealers

Tamilnadu 1 dealers

Tamluk 1 dealer

Tezpur 1 dealer

Thiruvannaamalai 1 dealer

Tirunelveli 1 dealer

Tirupati 2 dealers

PROMOTION : Promotion is one of the market mix elements, it

includes elements like personal selling, advertising , sales promotion, direct marketing and publicity. It is basically done to 1. To present information to consumers as well as others. 2. To increase demand. 3. To differentiate a product.

PROMOTIONAL ACTIVITIES BY SUZUKI : - ADS TV Ads, Magazines, hoardings, internet ads, Newspapers. - Personal selling offering TEST-RIDES at various places - Sales promotion announcing special offers, finance options, sponsorships in movies etc.

- Public relations it is a way for companies or people to enhance their reputations. This task is performed by PR professionals on behalf of their clients. SUZUKI in order to maintain good public relations, have established 24/7 customer care call centers to assist the customers.

- Publicity SUZUKI is publicized with the help of media. It has been a trusted brand for decades now because of its finer engines, better postsales assistance, people have a positive attitude towards the products offered by SUZUKI.

BIBLIOGRAPHY :

WEBSITES www.suzukimotorcycle.co.in www.google.com www.infoindia.com www.wikipedia.org www.automobileindia.com