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ANALYSIS ON PRODUCT

SEGMENTATION AND SALES


TREND OF
MARUTI SUZUKI
Presented by:
DARPAN, ANIL,
ANIL DAHIYA,
MANOJ, AMIT.


In 1982, Government of India entered into a joint venture with Suzuki motor
corporation of Japan.
Plant was established at Gurgaon in Haryana.
A BRIEF INTRODUCTION TO MARUTI SUZUKI
INTRODUCTION
Maruti Suzuki India Limited is a publicly listed automaker in India. It is
a leading four-wheeler automobile manufacture in South Asia.

Suzuki Motor corporation of Japan holds a majority stake in the
company.

It was the first company in India to mass-produce and sell more than a
million cars.

Its manufacturing plant, located some 25 km south of New Delhi in
Gurgaon, has an installed capacity of 3,50,000 units per annum, with a
capability to produce about half a million vehicles.

Maruti Suzuki is one of the India's leading automobile manufacturers and
the market leader in the car segment.

Until recently, 18.28% of the company was owned by the Indian
government, and 54.2% by Suzuki of Japan.

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 India's largest selling compact car ever since
it was launched in 1983.
INTRODUCTION
PRODUCTS
Maruti 800
Maruti Alto
Maruti Grand Vitara XL-7
Maruti Gypsy King
Maruti Omni
Maruti Suzuki SX4
Maruti Swift
Maruti Versa
Maruti Vitara
Maruti Wagon-R
Maruti Zen
MAJOR COMPETITORS
INTRODUCTION TO STUDY
SEGMENTATION:- It is necessary to understand the Indian car market
classification and the segments in which MSL operates.

A. Price Based Classification

The different price segments used by Maruti were as follows:

1. Segment A cars priced lower than Rs. 300,000.e.g- Maruti , Omni ,Alto
2. Segment B cars priced between Rs. 300,000 and Rs. 500,000. e.g-Wagon-
R,Versa, Zen.
3. Segment C cars priced between Rs. 500,000 and Rs. 1,000,000. e.g- Baleno
, Esteem, Swift
4. Segment D cars priced between Rs. 1,000,000 and Rs. 2,500,000. e.g-
vitara
5. Segment E cars priced above Rs. 2,500,000

CONT.
B. Length & weight Based Classification:-

Segment A1 (Mini) cars having a length up to 3,400mm e.g.
maruti 800.
Segment A2 (Compact) cars having a length of 3,401- 4,000mm
.e.g. alto , swift ,Wagon-R.
Segment A3 (Mid-size) cars having a length of 4,001- 4,500mm.
Baleno ,Esteem.
Segment A4 (Executive) - cars having a length of 4,501- 4,700mm
Segment A5 (Premium) cars having a length of 4,701- 5,000mm
Segment A6 (Luxury) cars having a length of more than
5,000mm

SALES PERFORMANCE OF
MARUTI SUZUKI IN 2013

Maruti Suzuki domestic sales grow 2% in Jan 2013. Car
market leader Maruti Suzuki India Limited sold a total
of 114,205 units in Jan2013.
OBJECTIVES OF THE STUDY
To know the way Maruti Suzuki has segmented its
cars.
To know about the sales trend of Maruti Suzuki.
To know the areas in which the dealers satisfy their
customers.
To come out with the conclusion and
recommendations based on the analysis and
interpretation.

RESEARCH METHOLOGY
RESEARCH METHODOLOGY:-

The purpose of methodology section in the report
making is to describe the research process that is
followed while doing the main part. This would
however include the research design, the sampling
procedure, and the data collection method.
CONT
Research Instrument:-

For doing the survey research, structured
questionnaire was used.

Mode of Survey:-

The mode of survey was personal interview with the
respondents during the filling up of the
questionnaires.

SAMPLE DESIGN
SAMPLE SIZE:-
50 Dealers and Officials have been surveyed
to know their opinions.

SAMPLING TECHNIQUE:-
Random Sampling Technique was used.
DATA ANALYSIS & INTERPRETATION
For the data I visited the some dealers and officials of
Maruti Suzuki in Haryana and based on their view and
talk we try to interpret on our own. So the primary
data is collected in the form of questionnaire and their
data analysis and interpretation is given afterward.
Q. From how many years you are
selling Maruti Suzuki cars?

70%
20%
10%
0%
10%
20%
30%
40%
50%
60%
70%
% RESPONSE
No of years
YEARS OF SELLING
More than 2 years More then 5 years
More than 10 years
CONT
DATA ANALYSIS:-

From the above diagram, it is clear that the most of dealers
i.e. 70% of them are having more than 2 years experience,
20 % of them are having more than 5 years experience and
only 10 % have more than 10 years of experience with them.

DATA INTERPRETATION:-

So the above query clears that all the dealers are
experienced enough to understand the trend of sales and
segmentation of Maruti Suzuki. And they can also add
valuable suggestion to us for the recommendation part.

Q .Which segments of cars you are
selling more?

30
50
14
6
0
0
10
20
30
40
50
% OF SALES
SEGMENTS
SALES IN DIFFERENT SEGMENTS
A B C D E
CONT
DATA ANALYSIS:-

From the diagram, we can conclude that % of sale of Segment is
30, segment B is 50, segment C is 14, Segment D is 6 and
segment E is only 0 %.

DATA INTERPRETATION:-

Here we see that Maruti Suzuki is market leader in B-segment
cars. So the models Like Wagon R, Alto, Zen Estilo, and Swift
are the hot selling product of it. However, it is lacking in the
segments like D and E. Cars like Dzire, SX4 and Grand Vitara
should be improved in accordance with the customers need.

Q. Is customers are price sensitive?

PRICE SENSITIVENESS
62%
38%
YES NO
CONT
DATA ANALYSIS:-

The above diagram, shows that 62% of customers are price
sensitive and rest 38% are not price sensitive.

DATA INTERPRITATION:-

We can conclude that most of Marutis customer is price
sensitive. They buy its cars care fully in accordance of their
budget. And they also like some discount or festive offers.
But the rest people are not price sensitive. They buy the
models like SX4, Dzire and grand Vitara, they buy
according their choice and specification.
Q. What is competitive advantage of Maruti
Suzuki over other car companies?

40
20
30
10
0
10
20
30
40
% OF LOYALITY
FEATURES
COMPITATIVE ADVENTAGE
price quality service others
CONT
DATA ANALYSIS:-

The above diagram that according to the dealers the 40 % of
customers are buying the Maruti Suzuki product for its price, 20
% buy them due to their quality. 30% think that after sale service
is beautifully provided by Maruti. And 10% people buy them due
to other reasons like style, look etc.

DATA INTERPRETATION:-

We can conclude that most of the people think that Maruti
Suzuki pricing are economical so they are loyal to his brand.
While other people give emphasis to after sale services. Quality
and other features are also a trait for the buyers.
Q .Which version of the model is
mostly demanded by the customer?
Version which customer want
petrol, 50
disel, 30
LPG, 20
0
10
20
30
40
50
60
versions
CONT
DATA ANALYSIS:-

From the above diagram, we can conclude that according to the
dealers 50 % of the customers ask for the diesel variants while 30
support the petrol variants and 20 % wants the LPG variants of
different models.

DATA INTERPRETATION:-

The demand for the diesel variant is more for most of the models
but the firm has limited number of the models having diesel
variants. The customers are also looking for the gas models
which will suitable for LPG and CNG. So the firm should think
for the diesel and gas variants

Q. What is its sales position of
Maruti Suzuki?

Sales Positions
60%
36%
4%
going up going down remnins constant
CONT
DATA ANALYSIS:-

The above diagram shows that 60% of the dealers told that
Maruti Suzukis sales position is going up while 36% of the
dealers said that it is going down and 4% of dealers said that the
sales position is remaining the same.

DATA INTERPRITATIONS:-

Here we can conclude that the sales position of Maruti Suzuki is
going up and up . So Maruti Suzuki should always maintain this.
But the reason why it is lacking behind than its competitors
should be corrected. In this way MSL can maintain its growth
rate.

FINDINGS
1. Maruti has a tough competition from the companies like Hyundai, Honda,
Telco, ford etc.

2. In C, D and E segment Maruti has number of competitors and has a less
growth. In this segment also MSL lack of more models than other company.

3. Hence Maruti Suzuki Limited has captured over all share of 46% in the
Indian car market.

4. Maruti Suzuki is market leader in B-segment cars. So the models Like
Wagon R, Alto, Zen, Estilo and Swift is the hot selling product of it.

5. Maruti Suzuki domestic sales grow 2% in Jan 2013. Car market leader Maruti
Suzuki India Limited sold a total of 114,205 units in Jan2013. This includes
103,026 units in the domestic Market a growth of 2% over Jan2012. Export
during2013 were11179 units.

SUGGESTIONS

Segment B whose maximum market share is captured by
Maruti Suzuki is facing a tough competition from players like
Hyundai; it lunched its SANTRO Xing and I10 to give more
excitement in this segment. So Maruti should improve this
segment by lunching newer models with better facilities.
Over the years MSL brand value had begun to erode as it is
known as the market leader of small car segments but as the
market is open now and the purchase power of people is
increased MSL should look in the segments such as D and E.
In this segment players like Honda, Toyota and Ford has more
models than Maruti. So Maruti should lunch more vehicles in
this segment.

CONCLUSION
Maruti Suzuki is Indias one of the leading auto mobile
manufactures and also the leader of the market both in
terms of volume and revenue generated. MSL (Maruti
Suzuki Limited) has segmented the market in to A, B, C, D
and E on the basis of price and length and weight. In C,D
and E segment Maruti has number of competitors and has
a less growth . In this segment also MSL lack of more
models than other company. Hence Maruti Suzuki Limited
has captured over all share of 46% in the Indian car market.