PROJECT REPORT
ON
“AN ANALYTICAL STUDY OF MARKETING STRATEGIES MARUTI
SUZUKI NAGPUR MARKET 2016 – 17”
Submitted to
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur
For the award of degree of
Master of Business Administration
PREPARED BY
SANKET POTDUKHE
GUIDE
PROF. TANVI KARIA
G.H. Raisoni Institute of Management Research,
Khaparkheda, Nagpur.
(2017 – 2018)
INDEX
SR. NO. PARTICULARS PAGE NO.
1 INTRODUCTION 1
2 COMPANY PROFILE 2
3 OBJECTIVES OF THE STUDY 3
4 HYPOTHESIS 4
5 RESEARCH METHODOLOGY 5
6 BIBLIOGRAPHY 6
INTRODUCTION
The marketing strategy analysis, planning, implementation and
management process is described below. The strategic situation analysis
considers market and competitor analysis, market segmentation, and continuous
learning about markets. Designing marketing strategy examines customer
targeting and positioning strategies, marketing relationship strategies and
planning for new products. Marketing program development consists of
product, distribution, price, and promotion strategies designed and implemented
to meet the value requirements of targeted buyers. Strategy implementation and
management consider organizational design and marketing strategy
implementation and control.
Marketing is a social and managerial process by which individuals and
groups obtain what they need and want through creating and exchanging
products and values with others. It is a integrated process through which
companies create value for customers and build strong customer relationships in
order to capture value from customer in return.
Marketing is used to create the customer, to keep the customer and to
satisfy the customer. With the customers as the focus of its activities, it can be
concluded that marketing management is one of the major components of
business management. The evolution of marketing was caused due to mature
markets and overcapacities in the last decades. Companies then shifted the focus
from production to customers in order to stay profitable.
The term marketing concept holds that achieving organizational goals
depends on knowing the needs and wants of target markets and delivering the
desired satisfactions. It proposes that in order to satisfy its organizational
objectives, an organization should anticipate the needs and wants of consumers
and satisfy these more effectively than competitors.
COMPANY PROFILE
Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki Motor
Corporation (SMC), Japan, is a leading manufacturer of passenger vehicles in
India, contributing to about 45% of the total industry sales in India.
The Company, formerly known as MarutiUdyog Limited, was
incorporated as a joint venture (JV) between the Government of India and
Suzuki Motor Corporation on 24th February, 1981. Its first car, the Maruti 800,
was rolled out of the Gurgaon facility on 14th December, 1983.
In terms of the number of cars produced and sold worldwide, the
Company is the largest subsidiary of Suzuki Motor Corporation, Japan.
In 2012-13, the Company sold 1,271,005 vehicles, registering a growth of
24.8% over the previous year. This comprised 1,132,739 vehicles in the
domestic market and 138,266 vehicles in the international market.
Cumulatively, the Company has produced 10 million vehicles. It rolled out its
10 millionth vehicle on 15th March, 2013, a significant landmark for the
Company and the automobile industry in India.
The Company's total income (Net of Excise) for the year 2012-13 was Rs.
375,224 million, a growth of 24.6% over fiscal 2009-10. The Company has a
strong balance sheet with reserves and surplus of Rs. 137,230 million and a debt
equity ratio of 0.02 as on 31st March, 2013.
OBJECTIVES OF THE STUDY
To know about the marketing method adopted by Maruti Suzuki.
To know about impact of method on productivity level of company.
To know about various marketing and advertising techniques of
company.
To find out the reasons for fall in demand and users
To analyze the perception of the respondents towards the product of
Maruti Suzuki.
HYPOTHESIS
Marketing Strategy Totally depend upon promotion through
advertisement.
Marketing Strategy not only totally depend upon promotion through
advertisement.
RESEARCH METHODOLOGY
Marketing is an essential aspect of every business organization, if it is to
be successful. Good marketing managers are referred to as those who have fair
and are able to take decisions based on their instincts and gut feeling in other
word, this are person who are clearly tried to understand to particular industry,
there product offering, their competitor, there customer and above all how to
use marketing communication to successfully sell as product. But the
continuously changing marketing environment involve a great amount of
uncertainty, risk and above all substantial marketing expenditure.
DATA COLLECTION
All marketing research can tap two sources of data for investigation that are:
PRIMARY DATA
SECONDARY DATA
A research plan was followed for gathering primary data, secondary data
or both.
PRIMARY DATA
Primary data consisted of original information gathered for the specific
purpose. Data was collected from the primary sources i.e. questionnaire was
developed with the help of which personal interview were carried out. Also
along with this I earned out personal interviews with direct users like contractor
and domestic users.
SECONDARY DATA
The secondary data are collected from Nagpur city Authorized dealer,
from broachers, from website of the company, news papers, magazines,
Company websites and search engines.
BIBLIOGRAPHY
BOOKS
Research Methodology : Suja Nair
Marketing Management : Philip kotler
Research Methodology : CR. Kothari
Marketing Management : Bilab S. Bose
Marketing Management : (6th Edition) Kotler
MAGAZINES, JOURNALS & NEWS PAPERS
1. Business world.
2. Economics Times
WEB SITE:-
www.marutisuzuki.com
www.marutiudyog.com
