28-01-2012, 03:37 PM
MARKETING MANAGEMENT MARUTI SUZUKI SWIFT
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INTRODUCTION
Maruti Udyog Limited
Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan, has been the leader of the Indian car market for about two decades. 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.
The company has a portfolio of 11 brands, including Maruti 800, Omni, premium small car Zen, international brands Alto and WagonR, off-roader Gypsy, mid size Esteem, luxury car Baleno, the MPV, Versa, Swift and Luxury SUV Grand Vitara XL7.
COMPETITORS OF MARUTI SUZUKI SWIFT
When Hyundai launch the Santro’s replacement in 2007, it will come with the surprise addition of a 1.1 litre common rail diesel. Likely to be the cheapest car on sale powered by a CRDi engine, this motor is the new Accent’s CRDi unit less one cylinder. Incredibly powerful for its size, this 1,120cc engine produces a whopping 75bhp. Unconfirmed reports talk of overall figures, city and highway combined, in excess of 20 kilometres a litre.
PRICE
Maruti is expected to take Hyundai heads on with the pricing of their upcoming Maruti Suzuki Swift car. After launching cars for the masses since so many years, India’s largest automobile manufacturer is now targeting the premium segment with their latest model from the Suzuki’s stable. The analysts predict the pricing of this premium
hatchback to start from Rs. 4 lakh.
PLACE
The car manufacturing company, called Maruti Suzuki Automobiles India Limited, is a joint venture between Maruti Udyog and Suzuki Motor Corporation holding a 70 per cent and 30 per cent stake respectively.
The Rs1,524.2 crore plant has a capacity to roll out 1 lakh cars per year with a capacity to scale up to 2.5 lakh units per annum. The car manufacturing plant will begin commercial production by the end of 2006.
Quality Service Across 1036 Cities
In the J.D. Power CSI Study 2004, Maruti Suzuki scored the highest across all 7 parameters: least problems experienced with vehicle serviced, highest service quality, best in-service experience, best service delivery, best service advisor experience, most user-friendly service and best service initiation experience.