STP of Maruti Suzuki
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Maruti Suzuki India Limited is the largest car maker in India, with its headquarters in New Delhi. It was established in 1981 as Maruti Udyog Limited and was renamed in 2007 when it became a joint venture with Suzuki. Maruti Suzuki segments its market geographically by country and urban/rural areas, demographically by age, income, and family size, and psychographically by lifestyle. It also segments behaviorally by customer benefits sought and product usage frequency. Maruti Suzuki holds around 42% of the Indian car market, followed by Hyundai at 15% and Mahindra & Mahindra at 10%.
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STP of Maruti Suzuki
- 2. STP of Maruti Suzuki -2 Gautam Chopra Saurabh Chopra Abhay Chawla Chaman Tanwar Kanak Binayakiya
- 3. Maruti Udyog Limited (MUL) : established in February 1981, though the actual production commenced in 1983. Its Chairman is Mr. R. C. Bhargava MD & CEO = Mr. Kenichi Ayukawa Maruti Udyog Limited was renamed as Maruti Suzuki India Limited. (17 Sept. 2007,) and currently the country’s largest car maker. The company's headquarters are located at “Plot no.1 Nelson Mandela Road, Vasant Kunj, New Delhi-110070. Introduction
- 4. Product Line
- 5. Segmentation Geographical Demographic Psychographic Behavioral
- 6. Geographical Segmentation Country wise reach. For Urban and Semi Urban areas.
- 7. Demographic Section For every life cycle but above age of 18 years. Income base segmentation Low Medium High 2-5 lakh 5-8 lakh 8 lakh and above Alto 800 Swift Ciaz K10 Desire Ertiga Celerio Baleno S-cross
- 9. Psychographic Segment It focuses middle class people. Company also has sports oriented cars.
- 10. Behavioral Segmentation Benefit Sought Road Warriors Generation Price shoppers Ciaz Celerio Alto-800
- 11. Usage Rate/Frequency Heavy Product Use Medium Product Use Low Product Use Diesel Petrol/Diesel Petrol
- 13. Maruti Suzuki 42% Hundai Motors 15% Mahindra & Mahindra 10% Tata Motors 8% Others 25% MARKET SHARE
- 15. Competitors Analysis Basis Swift Grand-i10 Price 4.68lakh 4.80lakh Mileage 25.2kmpl(Diesel)/20.4kmpl(Petrol) 24kmpl(Diesel)/18.9(Petrol) Engine 1248cc(Diesel)/1197cc(Petrol) 1197cc(Diesel)/1120cc(Petrol)
- 16. Improvements Needed Cars should be more spacious. Modernization is needed in designs. Must give some additional features models. Focus on safety of users
- 17. References http://articles.economictimes.indiatimes.com/2014-04- 11/news/49058710_1_honda-cars-india-maruti-suzuki-india-passenger-vehicle- sales www.youtube.com www.financialexpress.com http://www.carwale.com/comparecars/hyundai-creta-vs-marutisuzuki-s-cross/ www.google.com www.slideshare.com