market potential of maruti suzuki india
TRANSCRIPT
INTRODUCTION
The study was conducted to identify the market potential of Maruti Suzuki India
Pvt.Ltd in the Trivandrum District. This study included the analysis and interpretation of
the data collected through the Primary and Secondary Sources regarding the market
positions of different brands of cars, specifically of Maruti.The study was significant in a
way that it helped in the identification of the market leaders and the brand having the
potential of becoming so in the near future and also identifying and scrutinizing
attributes, quality etc.required to become a Market leader.
STATEMENT OF THE PROBLEM
The study was significant in a way that it helped in the identification of the market
leaders and the brand having the potential of becoming so in the near future and also
identifying and scrutinizing attributes, quality etc.required to become a Market leader.
The study was entitled as “A study on the market potential of Maruti Suzuki India
Pvt.Ltd at Indus Motors, Trivandrum”
REVIEW OF LITERATURE
Market potential means the maximum sales reasonably attainable under given set of
conditions within a specified period of time. Market potential is hard to estimate the
upper limit or maximum sales. In addition, although managers may perceive potential as
a fixed number, It is in fact dynamic and can change dramatically overtime. Market
potential or sales potential changes depending on market factors such as average category
price or general economic conditions.
It seems that India has finally arrived in the big league of Asian car markets. Steady and
impressive annual growth rate, presence of international automakers, relaxation of
foreign exchange and equity regulations, reduction of tariffs on imports and few others
are the components of its booming auto market. The country has now come to be
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recognized as a potential emerging auto market. The perception of foreign investors has
changed, every body wanting to be here. For the first time, in the financial year end in
2007, the total sales of passenger vehicles cars, utility vehicles and multi-utility vehicles
crossed the one million work to touch 1.06 million, with the exports of 166,000 vehicles.
study days that by 2010 India will take over Germany in sales volumes and Japan by
2012 and by 2050,Indians will buy every sixth car produced in the world. Apart from
serving the domestic market, the auto sector has turned as a sourcing base for the global
auto majors. The auto component market is also in its full swing. As per the Research of
RNCOS, one of the leading industry firms, the Indian automobile component industry is
estimated to triple from USD 63 billion within a span of six years by 2012.India is among
the fastest growing automobile market and Indian companies are now making their
present felt in the world. Production in the automobile sector is likely to exceed 10
million in the next couple of years. Following the success of China as a sourcing location
and manufacturer of local cars, amid a environment fraught with difficult issues such as
low economies of scale and IP infringements, India comparatively has better regulatory
controls, statutory support, a high level of professionalism among its people and is the
next big market for almost every industry, from the pharmaceuticals to the automotive.
OBJECTIVE OF THE STUDY
General Objective:-
To findout the market potential of Maruti Suzuki India Pvt.Ltd.
Specific Objectives:-
To understand the needs and wants of the customers of Maruti.
To identify the plus and drawbacks of Maruti.
To make suggestions to improve the Product and to overcome the problem
faced by the company
RESEARCH DESIGN
Sources of Data
(a) Primary Data:
The data were collected through structured questionnaire method.
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(b) Secondary Data:
Secondary data were collected from the Organization research, journals,
brochures, website of the company etc.
Sampling techniques
(a) Population
It covers the entire respondents from whom primary data was collected.
(b) Method of sample
The method of sampling adopted was convenience sampling.
(c) Sample size
The total number of sample taken for the study was 100.
Tools for data collection
The main tools used for the data collection was questionnaire, which were
distributed to the population.
Tools for analysis
The main tools used for analysis of data are the percentage analysis.
Tools used for representation of data
The tools used for representation of data is through tables, Charts,diagrams and
different types of graphs.
Scaling techniques
The rating scales used for the study are Dichotomous scale and likert scale.
SCOPE OF THE STUDY
The study was significant in a way that it helped in the identification of the market
leaders and the brand having the potential of becoming so in the near future and also
identifying and scrutinizing attributes,quality etc.required to become a Market leader.
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LIMITATION OF THE STUDY
Time constraints
The study was limited due to its limited period of 45 days,not enabling to
conduct a detail study and analysis of market condition,even limiting the sample size to
hundred.
Bias of the respondents
The respondents were hesitant to reveal entire information as required by us
and even refused to cooperate,misunderstanding the purpose of study.Most of the
respondentswere biased in their opinion by opining their product as superior,though some
were unbiased and were ready to provide the real pulse of the market.
CHAPTERISATION
The report has been organized into 5 chapters.
The first chapter deals with introduction, statement of the problem, review of
literature, objectives, research design, scope of the study and limitations of the study..
Second chapter deals with industry profile,which includes world scenario,Indian
scenario and history of the automobile industry.
Third chapter deals with company profile, which includes Indus motors and maruti
Suzuki Pvt.Ltd
Forth chapter deals with analysis and interpretation of the collected data.
Fifth chapter gives the Findings, Conclusion and suggestions
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INDUSTRY PROFILE
World Scenario
Automobile industry is one of the fastest growing industries of the world. With more than
2 million new automobiles rolling out each year, on roads of India, the industry is set to
grow further. Automobile industry made its silent entry in India in the nineteenth century.
Since the launch of the first car in 1897, India automobile industry has come a long way.
Today India is the largest three wheeler market in the world and is expected to take over
China as the second largest automobile market, in the coming years.
Indian automobile industry; manufacturing cars, buses, three wheelers, two wheelers,
commercial vehicles, heavy vehicles, provides employment to a large number of
workforce. The abolition of license raj in 1991opened the doors for international
automobile manufacturers. A number of leading global automotive companies entered
into joint ventures with domestic manufacturers of India and thus started the large-scale
production of automobiles in India. Some of the well-known players of Indian
automobile industry include: Hindustan Motors, Maruti Udyog, Fiat India Private Ltd,
Ford India Ltd., General Motors India Pvt Ltd, Toyota Kirloskar Motor Ltd among
others. The production of automobiles in India is mainly for the domestic customers. Cars
with 79% of automobiles in India, dominate the automobile industry in India.
Automobile Industry, industry that produces automobiles and other gasoline-powered
vehicles, such as buses, trucks, and motorcycles. The automobile industry is one of the
most important industries in the world, affecting not only the economy but also the
cultures of the world. It provides jobs for millions of people, generates billions of dollars
in worldwide revenues, and provides the basis for a multitude of related service and
support industries. Automobiles revolutionized transportation in the 20th century,
changing forever the way people live, travel, and do business.
The automobile has enabled people to travel and transport goods farther and faster, and
has opened wider market areas for business and commerce. A century later, with
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automakers and auto buyers expanding globally, automaking became the world's largest
manufacturing activity, with nearly 58 million new vehicles built each year worldwide.
India holds huge potential in the automobile sector including the automobile component
sector owing to its technological, cost and manpower advantage. Further, India has a
well-developed, globally competitive Auto Ancillary Industry and established automobile
testing and R&D centers. The country enjoys natural advantage and is among the lowest
cost producers of steel in the world. The Indian automobile industry today boasts of being
the Second largest two Wheelers manufacturers in the world, World largest Motorcycle
manufacturer is in India, Second Largest tractor manufacturer in the world, Fifth largest
commercial vehicle manufacturer in the world and Fourth largest Car market in Asia.
The automobile history dates back to the late 18th century. Nicolas Joseph Cugnot, a
French engineer is credited with inventing the first self-propelled automobile. Cugnot's
vehicle used steam power for locomotion. The vehicle found military application in the
French army. Cugnot's automobile was never commercially sold.
In the beginning automobile industry was dominated by steam-powered vehicles. The
vehicles were expensive and difficult to maintain. The incidence of frequent boiler
explosions also kept potential purchasers away. Commercial history of automobiles
started with the invention of gasoline powered internal combustion engines. The German
inventor, Karl Benz constructed his first gasoline powered vehicle in 1885 at Mannheim,
Germany. Commercial production of Benz cars started in 1888. Panhard et Levassor of
France was the first company to exclusively build and sell motor cars from 1889.
The early 1900s saw many automobile manufacturing companies coming into existence
in a number of European countries and the United States. The first mass produced
automobile in the United States was the curved-dash Oldsmobile. It was a three-
horsepower machine and sold 5,000 units by 1904. The economics of the US car market
was disrupted by the arrival of Henry Ford and his Model T car. The Model T was the
world's first mass produced vehicle- a million units were sold by 1920- a space of 10
years.
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Indian Scenario
Some facts on Automobile industry in India:
India has the fourth largest car market in the world
India has the largest three wheeler market in India
India is the second largest producer of two wheelers in the world
India ranks fifth in the production of commercial vehicles.
Hyundai Motors ranks second in car production in the world.
While human being thought of running faster than the wind and flying higher with his
dreams, then the concept of cars came in to his mysterious but solving mind. Since then,
unlike many other advanced countries all the Indians have comforted themselves with the
convenience of many categories of cars. India gave birth to its first car on the city street
anticipated from the beginning of twentieth century. With the varied variety of cars
ranging from mid size to big size and from luxury, premium to utility cars, Indian wide
street along with the narrow, dark lane is overcrowded with multi tasking, stylish four-
wheelers.
The birth of the car as we know it today occurred over a period of years. It was only in
1885 that the first real car rolled down on to the streets. The earlier attempts, though
successful, were steam powered road-vehicles. The first self-propelled car was built by
Nicolas Cugnot in 1769 which could attain speeds of upto 6 kms/hour. In 1771 he again
designed another steam-driven engine which ran so fast that it rammed into a wall,
In 1807 Francois Isaac de Rivaz designed the first internal combustion engine. This was
subsequently used by him to develop the world’s first vehicle to run on such an engine,
one that used a mixture of hydrogen and oxygen to generate energy.
This spawned the birth of a number of designs based on the internal combustion engine in
the early nineteenth century with little or no degree of commercial success. In 1860
thereafter, Jean Joseph Etienne Lenoir built the first successful two-stroke gas driven
engine. In 1862 he again built an experimental vehicle driven by his gas-engine, which
ran at a speed of 3 kms/hour. These cars became popular and by 1865 could be frequently
The next major leap forward occurred in 1885 when the four stroke engine was devised.
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Gottileb Damlier and Nicolas Otto worked together on the mission till they fell apart.
Daimler created his own engines which he used both for cars and for the first four wheel
horseless carriage. In the meanwhile, unknown to them, Karl Benz, was in the process of
creating his own advanced tri-cycle which proved to be the first true car.
The season of experiments continued across the seas in the United States where Henry
Ford began work on a horseless carriage in 1890. He went several steps forward and in
1896, completed his first car, the Quadricycle in 1896. This was an automobile powered
by a two cylinder gasoline engine. The Ford Motor Company was launched in 1903 and
in 1908 he catapulted his vehicle, Model T Ford to the pinnacle of fame. Continuing with
his innovations, he produced this model on a moving assembly line, thus introducing the
modern mass production techniques of the automobile industry
The modern car, therefore comes from a long list of venerated ancestors, and its lineage
will, hopefully grow longer as we progress. With the invention of the wheel in 4000 BC,
man’s journey on the road of mechanized transport had begun. Since then he continually
sought to devise an automated, labor saving machine to replace the horse. Innumerable
attempts reached conclusion in the early 1760s with the building of the first steam driven
tractor by a French Captain, Nicolas Jacob Cugnot.
It was however left to Karl Benz and Gottlieb Damlier to produce the first vehicles
powered by the internal combustion engine in 1885. It was then that the petrol engine was
introduced, which made the car a practical and safe proposition. The cars in this period
were more like the cars on our roads today. With cars came the era of speed.
The first ever land-speed record was established about a 100 years back, in 1898. Count
Gaston de Chasseloup-Laubat of France drove an electric car (in Acheres near Paris) at a
speed of 39.24 miles per hour. This flagged off the era of ‘wheels racing’, which lasted
till 1964, after which jet and rocket -propelled vehicles were allowed
From the singsong rhythm of the bullock cart to the jet-age, India has traveled a long
way. An average Indian’s dream car may not be the design-savvy Honda or the stately
limousine, but he sure can dream, and afford, the Maruti now.
It was in 1898 that the first motorcar rode down India’s roads. From then till the First
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World War, about 4,000 cars were directly imported to India from foreign manufacturers.
The growing demand for these cars established the inherent requirements of the Indian
market that these merchants were quick to pounce upon.
The Hindustan Motors (HM) was set up in 1942 and in 1944, Premier Autobackmobile
(PAL) was established to manufacture automobiles in India. However, it was PAL who
produced the first car in India in 1946, as HM concentrated on auto components and
could produce their first car only in 1949.
It was left to another company, Mahindra and Mahindra (M&M) to manufacture sturdier
utility vehicles, namely the American Jeep.
The protectionist policies continued to remain in place. The 60s witnessed the
establishment of the two-three wheeler industry in India and in the 70s, things remained
much the same.Since the 80s, the Indian car Industry has seen a major resurgence with
the opening up of Indian shores to foreign manufacturers and collaborators.
The 90s have become the melting point for the car industry in India. The consumer is
king. He is being constantly wooed by both the Indian and foreign manufacturers.
Though sales had taken a dip in the first few months of 1999, it is back to boom time.
New models like Maruti’s Classic, Alto, Station Wagon, Ford’s Ikon, the new look
Mitsubishi Lancer are all being launched with an eye on the emerging market.
Indian auto industry is experiencing huge shifts in trends. The industry is developing at a
fast rate. The roar you hear is of the automobile industry opening the throttle.A growth of
19 per cent in sales of all vehicles combined isnoteworthy; more so the 41 per cent rise in
sales of commercialvehicles. It is not surprising then that the annual convention of
theSociety of Indian Automobile Manufacturers (SIAM) on Thursday sawcompanies
unveiling grand investment plans.Investments totaling Rs 25,000 crore are planned by
biggies such asMaruti Udyog, Tata Motors, Honda-SIEL and TVS Motor, put together.
Many of these plans are already underway and part of the investmentshave been made.
And the buoyant mood is unmistakeable.What's interesting is that Honda Motor and
Toyota are closer than everbefore in their plans to enter the small-car market, which
appears setto witness explosive growth. At least four new small-cars are likelyto enter the
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market in the next couple of years from Maruti, Hyundai, General Motors, and Tata
Motors, which is working on a platform toreplace the Indica. And, of course, there is the
much-awaited Rs1-lakh car from Tata Motors.
Three growth drivers
Driving these ambitious plans are three major factors. First, thereduction in excise duty
on small-cars, effected in the last Budget,which has clearly given a leg-up to sales in that
category. Theconcession extended to small-cars has been the catalyst for Honda
andToyota to take a serious look at the options available to them in thesmall-car
market.Second, the Free Trade Agreement India signed with Thailand two yearsago. As
per the agreement, the so-called 82 early harvest items, which include a range of auto
components, will be subject to zero duty whenimported from Thailand into India from
September 1. Both Toyota andHonda have major operations in Thailand and the FTA will
help themintegrate their Thai operations into their India plans. The option of And the
final factor is that India is now reckoned as a low-costglobal manufacturing base for
small cars; Hyundai has already takenthe lead in this respect. The Korean company's
Indian unit is a majorexporter of cars. Exports accounted for 39 per cent of total sales
in2005-06 and the stated plan is to take this to 50 per cent once the company’s second
plant goes on stream in the next couple of years.Maruti is developing a new small-car
model for introduction in 2008both in India and abroad. Besides, its global alliance with
Nissan isalso set to produce another small-car meant for the global market and the
proposed new plant in India will produce this model for sale in India and abroad.
Commercial vehicles
Meanwhile, the commercial vehicle (CV) segment is also passing through some exciting
times and some realignment of forces appears likely. TheCV industry is showing signs of
evolving on the global pattern of prime movers consisting of large, multi-axle trucks
between cities and small, one-tone trucks for intra-city movement. Even as the Ace from
Tata Motors catalyzed this partly, sales of multi-axle, heavy trucksis showing a rising
trend. Clearly, the automotive industry is on the cusp of a long, sustained growth cycle
and the dips, when they happen, may not be as damaging to the major players as in the
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past thanks to their growing international operations. Domestic economic cycles of boom
and bust will be less ofa bother as these companies increase their revenues from
internationaloperations. Whether it is Tata Motors, Mahindra & Mahindra, and TVS
Motoror Bajaj Auto (to name just a few), all the major players are nowestablishing a
strong multinational presence across product segments.
History
Brazil
The Brazilian automotive industry produced almost 3 million vehicles in 2007. Most of
large global companies are present in Brazil, such as Ford, GM (Chevrolet , Volkswagen,
Fiat, Toyota, Mercedes-Benz, Renault etc, and also the emerging national companies
such as Troller, Marcopolo S.A., Agrale, Randon among others.The Brazilian industry in
regulated by the Associação Nacional dos Fabricantes de Veículos Automotores
(Anfavea), created in 1956, which includes Auto makers (automobiles, light vehicles,
trucks and buses)and Agriculture machines with factories in Brazil.Anfavea is part of the
Organisation Internationale des Constructeurs d'Automobiles (OICA), based in Paris.
Britan
The British motor industry has always been export oriented. Today it employs about
850,000 people and produces about 1.5 million cars and 216,000 commercial vehicles per
year, 75% of which are exported. The top five UK car producers are Nissan, Toyota,
Honda, MINI and Land Rover. However, international competitiveness of UK cars have
declined consistently since the 1990s and the country became unable to sustain
production on par with Germany or France. Since 2000, motor vehicle production fell
from 1,813,894 to 1,750,253 The country was overtaken by fast industrializing
economies such as Brazil, India and Mexico. The UK is the 12th largest automobile
producer in the world but Russia is poised to overtake it in 2008.
Germany
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Daimler-Benz is the industry's oldest firm, building automobiles since the late 1880s; its
current structure dates from 1926. In 1998 it bought the American automobile
manufacturer Chrysler, then sold out in 2007 at a heavy loss as it never managed bring
the division to long term profitability.
In the popular market, Opel and Volkswagen are most well known. Opel was a bicycle
company that started making cars in 1898; General Motors bought it out in 1929, but the
Nazi government took control and GM wrote off its entire investment. In 1948 GM
returned and restored the Opel brand.
Volkswagen is dominant in the popular market; it purchased Audi in 1964. VW's most
famous car was the small, beetle-shaped economical "people's car" with a rear-mounted,
air-cooled engine. It was designed in the 1930s by Ferdinand Porsche upon orders from
Adolf Hitler, who was himself a car enthusiast. However production models appeared
only after the war; until then only rich Germans had automobiles. By 1950 Volkswagen
was the largest German automobile producer.
Germany is famous for its upscale sedans. They feature well-designed suspension
systems that provide both a soft ride and good handling characteristics. Many
manufacturers limit their automobiles electronically to driving speeds of 250 km/h (155
mph) for safety reasons.
Daimler-Benz produces the upscale Mercedes-Benz, long a famous name in racing.
BMW (founded 1916), Audi and Porsche are major factors in the luxury market. Porsche
formed his own company, which today produces expensive, high-quality sports cars.. In
2008 the Porsche company sought control of the much larger Volkswagen company;
Porsche cornered the market for Volkswagen stock and made profits of tens of billions of
Euros, while apparently gaining control of the bigger company
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Japan
Japan, with its large population squeezed into very high density cities with good public
transit, has limited roadways that carry very heavy traffic. Hence most automobiles are
small in terms of size and weight. From a humble beginning, Japan is now the biggest
auto manufacturing country in the world. Nissan began making trucks in 1914, and sold
cars under the Datsun brand until it switched to Nissan in the 1980s. It opened its first
U.S. plant in Tennessee in the early 1980s and a U.K. plant in 1986. Its luxury models
carry the brand Infiniti. Honda, which began with motorcycles, emerged after World War
II. Its luxury vehicles are sold under the Acura brand. Toyota began making cars in the
1930s and is now the world's largest producer. Its luxury models carry the Lexus brand.
Toyota is famous for its innovative, quality-conscious management style, and its hybrid
gas-electric vehicles, especially the Prius, which was launched in 1997. Other major
companies include Subaru, Mitsubishi, Mazda, Suzuki, and Isuzu. Japan became the
world's leading auto maker in 1980, the first year since 1905 that the United States had
been outproduced by any other nation.
SouthKorean automobile industry
Assembly line at Hyundai Motor Company car factory in Ulsan, South Korea.The South
Korean automobile industry is today the fifth largest in the world in terms of production
volume and the sixth largest in terms of export volume. While 50 years ago, its initial
operations were merely the assembling of parts imported from Japan and the United
States, South Korea is today among the most advanced automobile-producing countries
in the world. The Hyundai Kia Automotive Group is today the second largest automaker
in Asia only after Toyota and one of the top five automakers in the world.South Korean
car marques have grown to compete with top established European brands and Hyundai
operates the world's largest integrated manufacturing facility in Ulsan, capable of
producing 1.6 million units every year. Annual domestic output exceeded one million
units in 1988. In the 1990s, the industry manufactured numerous in-house models,
demonstrating not only its capabilities in terms of design, performance, and technology,
but also signalling its coming of age thanks to the heavy investment to infrastructure in
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the country over the decades, and new car preferred market trends. South Korea overtook
France in 2005 as one of the top five automotive manufacturing nations in the world.
Chart 2.1
World motor vehicle production
v Top 20 motor vehicle producing countries 2007
Motor vehicle production (1000 units)
Country 1000 2000 3000 4000 5000
60007000
8000
9000
10000
11000
12000
Japan 11596
United
States10781
PR China 8882
Germany
6213
(includes
GM
Belgium)
South Korea 4086
France 3019
Brazil 2971
Spain 2890
Canada 2578
India 2307
Mexico 2095
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UK 1750
Russia 1660
Italy 1284
Thailand 1238
Turkey 1099
Iran 997
Czech Rep. 939
Belgium 844
Poland 785
Reference: "World Motor Vehicle Production by Country: 2006–2007".
OICA. http://oica.net/wp-content/uploads/all-vehicles.pdf. Retrieved on 2008-
03-18.
Chart 2.2
World Motor Sales Volume
Top motor vehicle manufacturing companies by volume 2007
Total motor vehicle production (1000 units)
Group 1000 2000 3000 4000 500060007000 8000
9000 10000
Toyota* 9497754
GM 9349818
Volkswagen 6346222
Ford 6247506
Honda 3911814
PSA 3457385
Nissan 3431398
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Fiat 2679451
Renault 2669040
Hyundai 2617725
Suzuki 2596316
Chrysler 2538624
Daimler 2096977
BMW 1541503
Mitsubishi 1411975
Kia 1369330
Mazda 1286730
AvtoVAZ 735897
FAW 690712
Tata Motors 588158
Fuji 585028
Chang'an 543787
Isuzu 532013
Beijing 454272
Dongfeng 437035
Chery 427882
SAIC 313002
Brilliance 293588
GAZ 248839
Volvo
(trucks)236024
Harbin Hafei 231488
Geely 216774
JAC 209880
Mahindra 168556
Paccar 126960
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Great Wall 122605
Changhe 112083
Porsche 107170
BYD 100376
China
National100202
MAN 98441
Navistar 86758
Fujian 84138
UAZ 72162
Shannxi
Auto68160
Kaima 65790
Key Cars Light Commercial Vehicles
Heavy
Commercial
VehiclesHeavy
Buses
Total global production: 72178476
Reference: "World motor vehicle production by manufacturer: World
ranking of manufacturers 2007". OICA. July 2008. http://oica.net/wp-
content/uploads/world-ranking-2007.pdf.
Table 2.1
Top vehicle manufacturing groups (by volume )
The table below shows the world's largest motor vehicle manufacturing groups, along
with the marques produced by each one. The table is ranked by the latest production
figures from OICA 2007 for the parent group, and then alphabetically by marque.
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MarqueCountry of
originOwnership Markets
1. Toyota Motor Corporation (Japan)
Daihatsu * Subsidiary Global, except North America and Australia
Hino * SubsidiaryAsia Pacific, Canada, South America and Puerto
Rico
Lexus DivisionGlobal, apart from South America with the
exception of Chile and Argentina
Scion** Division United States, Puerto Rico and Canada
Toyota Division Global
2. General Motors Corporation (United States)
Buick Division United States, Canada, China, Israel, Taiwan
Cadillac Division Global
Chevrolet Division Global, with the exception of Australia
Daewoo SubsidiaryAsia, Europe, South America, South Africa,
Puerto Rico
GMC Division North America, Middle East
Holden Subsidiary Australia, New Zealand, Middle East
Hummer* Division Global
Opel* Division Continental Europe, Ireland, South Africa
Pontiac Division United States, Canada and Mexico
Saab* Subsidiary Global
Saturn DivisionUnited States (excluding Puerto Rico), Canada,
Japan, Taiwan
Vauxhall Subsidiary United Kingdom
3. Porsche Automobile Holding SE (Germany)
Audi Subsidiary Global
Bentley Subsidiary Global
Bugatti Subsidiary Global
Lamborghini Subsidiary Global
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Porsche Subsidiary Global
Scania Subsidiary Global
SEAT Subsidiary Europe, Latin America, South Africa
Škoda Subsidiary Global, except North America
Volkswagen Subsidiary Global
4. Ford Motor Company (United States)
Ford Division Global***
Lincoln Division United States, Canada, Middle East
Mercury Division United States, Canada, Middle East
Troller Subsidiary South America and Africa
Volvo (cars) Subsidiary Global
5. Honda Motor Company (Japan)
Acura Division United States, Canada, China, Russia
Honda Division Global
6. PSA Peugeot Citroën (France)
Citroën Subsidiary Global, except North America
Peugeot Subsidiary Global, except United States and Canada
7. Nissan Motors (Japan)
Infiniti DivisionUnited States, Canada, Middle East, Taiwan,
Korea, Russia, Europe
Nissan Division Global
8. Fiat S.p.A. (Italy)
Abarth Subsidiary Global, except United States and Canada
Alfa Romeo Subsidiary Global, Canada (the 8C is sold in the USA)
Ferrari Subsidiary Global
Fiat Subsidiary Global, except United States and Canada
Iveco Subsidiary Global, except North America
Lancia Subsidiary Global, except North America
Maserati Subsidiary Global
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9. Renault S.A. (France)
Dacia Subsidiary Europe, Latin America, Asia, Africa
Renault (cars) Division Global, except United States and Canada
Renault
SamsungSubsidiary Asia, South America
10. Hyundai Motor Company (South Korea)
Hyundai Division Global
11. Suzuki Motor Corporation (Japan)
Maruti Suzuki Subsidiary India, Middle East, South America
Suzuki Division Global
12. Chrysler LLC (United States)
Chrysler Division Global
Dodge Division Global
Jeep Division Global
13. Daimler AG (Germany)
Freightliner Subsidiary North America, South Africa
Maybach Division Global
Mercedes-Benz Division Global
Mitsubishi Fuso Subsidiary Global
Smart DivisionNorth America, Western Europe, Southeast
Asia, South Africa
14. BMW AG (Germany)
BMW Division Global
MINI Division Global
Rolls-Royce Subsidiary Global
15. Mitsubishi Motors Corporation (Japan)
Mitsubishi Division Global
16. Kia Motors (South Korea)
Kia Subsidiary Global
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17. Mazda Motor Corporation (Japan)
Mazda Division Global
18. AvtoVAZ (Russia)
Lada Division Russia, Finland, Sweden, Europe
VAZ Division Russia, Eastern Europe
19. FAW Group (People’s Republic of China)
Besturn Division China
Hongqi Division China
Xiali Subsidiary China
Jiefang Division China
Haima Subsidiary China
20. Tata Motors Limited (India)
Hispano Subsidiary Europe
Jaguar Subsidiary Global
Land Rover Subsidiary Global
Tata Division India, South Africa
Tata Daewoo Subsidiary South Korea
21. Fuji Heavy Industries (Japan)
Subaru Division Global
22. Chang'an Automobile (People’s Republic of China)
Chang'an/Chana Division China, South Africa
JMC Division China
Landwind Division China
23. Isuzu Motors (Japan)
Isuzu Division Global except North America
24. Beijing Automotive Industry Holding Corporation (People’s Republic of
China)
BAW Subsidiary China
Foto Subsidiary China
IMK, KOLLAM 21
25. Dongfeng Motor Corporation (People’s Republic of China)
Dongfeng Division China
26. Chery Automobile (People’s Republic of China)
Chery DivisionChina, South Africa, Southeast Asia except
Thailand
27. Shanghai Automotive Industry Corporation (People’s Republic of China)
MG Subsidiary UK
Roewe Division China
SsangYong Subsidiary South Korea, South Africa, Europe, Australia
28. Brilliance China Automotive Holdings (People’s Republic of China)
Brilliance Division China
Jinbei Subsidiary China
29. GAZ (Russia)
GAZ Division Russia
LDV Subsidiary Europe
LiAZ Subsidiary Russia
30. Volvo Group (Sweden)
Mack Subsidiary Global
Renault (trucks) Subsidiary Global
Nissan Diesel Subsidiary Global
Volvo (trucks) Division Global
31. Harbin Hafei Automobile Industry Group (People’s Republic of China)
Hafei Division China
32. Geely Automobile (People’s Republic of China)
Geely Division China
Maple Division China
33. Anhui Jianghuai Automobile Company (People’s Republic of China)
JAC Division China
34. Mahindra (India)
IMK, KOLLAM 22
Mahindra Division India, South Africa
35. Paccar Inc (United States)
DAF Subsidiary Global except United States and Canada
Ken worth Division North America
Leyland Subsidiary Europe
Peterbilt Division North America
36. Great Wall Motor (People’s Republic of China)
Great Wall Division China, South Africa
37. Jiangxi Changhe Suzuki Automobile Company (People’s Republic of China)
Changhe Division China
38. BYD Auto (People’s Republic of China)
BYD Division China
39. China National Heavy Duty Truck Group (People’s Republic of China)
CNHTC Division China
40. MAN AG (Germany)
MAN Division Europe
CHART 2.3
CUSTOMER SATISFACTION INDEX
2008 India Customer Satisfaction Index (CSI)
IMK, KOLLAM 23
COMPANY PROFILE
IMK, KOLLAM 24
Indus Motors Pvt. Ltd. The authorized Maruti dealers has become No. 1 Dealer in
India.With an all time record sale of 22786 Maruti cars in the financial year 2006-07. The
No. 1 Maruti dealer in Kerala become No. 1 in India. No other Maruti dealer in India has
been able to reach such heights within one year.
In the All India Dealers Conference 2007 held at Athens, Greece, Indus bagged 11
awards from Maruti Suzuki including ‘The Over All Excellence Award’. And the Award
for Highest Car Sales in India. Indus has the sales record in new Maruti cars, True Value
cars, Maruti Genuine Accessories, Customer Satisfaction Index and Sales Satisfaction
Index that has also contributed to Indus Success. Indus will be committed to provide
quality service to all their customers and will maintain the No. 1 position. Indus Motors
has 23 service centers across Kerala from Trivandrum to Kasargod. It has extended its
service from Kerala to Chennai and its target is to cover all the major cities in South
India.
Another prestigious Award received by Indus is the No. 1 in Balanced Score Card with
Platinum Plus. This performance linked Award is based on operational Excellence,
Infrastructure & above all Customer Satisfaction.
Achievements
Overall Excellence Award 9 (Champion of Champions)
Highest Car Sales all India Winner.
Highest Pre-owned Car Sales all India Winner
Sales Satisfaction Index Winner (South Zone)
Innovative Service Marketing Award.
Highest MGA offtake all India Winner
Highest Maruti SBI sales all India Winner
Best HR practice (Runner up) all India
CSI non JD power city winner.
Highest Sales growth (All model Category B City)
Best Market Share in B-Category City
Indus Motor Company Private Limited, having its Registered Office at Indus House,
Chakorathukulam, Kozhikode and the Corporate Office, Opp. South Gate of Cochin
IMK, KOLLAM 25
Shipyard, Thevara, was incorporated on 11th July, 1984 with the main objective of
dealing in motor vehicles in the State of Kerala & Tamilnadu. Indus belongs to the
renowned PEEVEES Group promoted by the prominent NRI businessman Mr. P.V.
Abdul Wahab, Member Of Parliament. The PEEVEES Group has interests in educational
institutions, plantations, civil construction and LPG & Petroleum plant.
HOW INDUS IS BETTER...
Indus No.1 in INDIA in Car Sales
Record sale – 22,786 cars in 2006-07
No.1 Platinum Plus Dealer in INDIA
Best Dealer – Overall Excellence Award
23 Authorized workshops in Kerala
Largest service network in India
Customer Satisfaction – 2nd Best in India
11 Awards from Maruti this year
Maruti Dealer since 1986
Sales and Service
Indus Motor Company Pvt. Ltd. provides the entire range of products & services
available in the Maruti Suzuki stable. Indus Motor Company Pvt. Ltd. has 5 new car sales
showrooms, 24 state-of-the-Art Maruti Service Stations, 4 Maruti True Value Outlets, all
spread across India.
Service stations
Indus Motors Service Network is available through Kerala from Trivandrum to
Kanhangad for your immediate service work/ Accident repair work. Their workshops are
ideally located in all the cities. Indus’s expertised service personnel will be helping to
your Vehicle problems. Indus’s brekdown accident recovery vehicles are available in all
the cities.
IMK, KOLLAM 26
Maruti Suzuki India Ltd-A Corporate profile
Maruti Suzuki India Limited (MSIL, formerly Maruti Udyog Limited), a subsidiary of
Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting
for over 50 per cent of the domestic car market.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual
production commenced in 1983. Through 2004, Maruti has produced over 5 Million
vehicles. Marutis are sold in India and various several other countries, depending upon
export orders. Cars similar to Marutis (but not manufactured by Maruti Udyog) are sold
by Suzuki in Pakistan and other South Asian countries.Around 1970, Sanjay Gandhi,
political advisor and younger son to the then Prime Minister of India, Indira Gandhi,
envisioned the manufacture of an indigenous, cost-effective, low maintenance compact
car for the Indian middle-class. Indira Gandhi's cabinet passed a unanimous resolution for
the development and production of a "People's Car". Sanjay Gandhi's company was
christened Maruti Limited. The name of the car was chosen as "Maruti", after a Hindu
deity named Marut.At that time Hindustan Motors' Ambassador was the chief car, and the
company had come out with a new entrant, the Premier Padmini which was slowly
gaining a part of the market share dominated by the Ambassador. For the next ten years,
the Indian car market had stagnated at a volume of 30,000 to 40,000 cars for the decade
ending 1983. Sanjay Gandhi was awarded the exclusive contract and licence to design,
develop and manufacture the "People's Car". This exclusive rights of production
generated some criticism in certain quarters, which was directly targeted at Indira
Gandhi. Over the next few years, the company was sidelined due to the Bangladesh
Liberation War and emergency.In the early days under the powerful patronage of Sanjay
Gandhi, the company was provided with free land, tax breaks and funds. Till the end of
1970s, the company had not started the production and a prototype test model was met
with criticism and skepticism. The company went into liquidation in 1977. The media
perceived it to be another area of growing corruption. [4] Unfortunately, Maruti started to
fly only after the death of Sanjay Gandhi, when Suzuki Motors joined the Government of
India as a joint venture partner with 50% share.[5]After his death, Indira Gandhi decided
that the project should not be allowed to die. Maruti entered into this collaboration with
IMK, KOLLAM 27
Suzuki Motors, The collaboration heralded a revolution in the Indian car industry by
producing the Maruti 800. The car went on sale on December 14, 1983. It created a
record by taking 13 months time to go from design to rolling out cars from a production
line. By the year 1993 the company had sold up to 1,96,820 cars, mostly by selling its
chief product the Maruti 800s. By March 1994, it produced one million vehicles,
becoming the first Indian company to cross this milestone. It reached the two million
mark in October, 1997 and rolled out its 4 millionth vehicle, an Alto-LX, on April 19,
2003.
Maruti Suzuki India Ltd was established in December 1983, Maruti Suzuki India Ltd. has
ushered a revolution in the Indian car industry. This car is meant for an average Indian
individual which is affordable as well as has elegant appeal. Maruti Suzuki India Ltd. is
the result of collaboration of Maruti with Suzuki of Japan. At this time, the Indian car
market had stagnated at a volume of 30,000 to 40,000 cars for the decade ending 1983.
This was from where Maruti took over.
Maruti has always spelt trust - be it with the products themselves or with the service
standards. They have built trust by aligning theirselves with the needs of customers. See
how they have done that over the 25 years
The company has crossed the milestone of becoming the first Indian company in March
1994, by manufacturing in totality one million vehicles. It is known for its mass-
production and selling of more than a million cars. Maruti Suzuki India Ltd. is the India's
largest automobile company which entered in the market with affirmed aim to render
high quality fuel – efficient and low - cost vehicles.
Sales figure in the year 1993 has reached up to 1,96,820. Maruti comes in a variety of
models in the 800 segment. Its cars operate on Japanese technology, pliable to Indian
conditions and Indian car users. By the year 1998-99, the company has modernize the
existing facilities and expand its capacity by 1,00,000 units.
Recently to ward off the growing competition, Maruti has completed Rs. 4 billion
expansion project at the current site, which has raised the total production capacity to
over 3,20,000 vehicles per annum. With the coming of each and every year, the total
production of the company exceed by 4,00,000 vehicles.
In the small car segment it produces the Maruti 800 and the Zen. The big car segment
IMK, KOLLAM 28
includes the Maruti Esteem and the Maruti 1000. Along with them, the company also
manufactures Maruti Omni. Other models includes Wagon R and the Baleno.
Headquarter in Gurgaon, on 17 September 2007, Maruti Udyog was renamed to Maruti
Suzuki India Limited. Both in terms of volume of vehicles sold and revenue earned, the
company is India's leading automobile manufacturers and the market leader in the car
segment. Sales recorded in June 2008, is Rs. 4,753.58 crores.
Since inception, Maruti have produced and sold over 7.5 million vehicles in India and
exported over 500,000 units to Europe and other countries.
Maruti has a strong domestic market presence in India. It has a market share of 47% in
the domestic market. The current market share of Indian car industry is given below,
Maruti Exports Limited is the subsidary of Maruti Udyog Limited with its major focus on
exports and it does not operate in the domestic Indian market. The first commercial
consignments of 480 cars were sent to Hungary. By sending a consignment of 571 cars to
the same country Maruti crossed the benchmark of 3, 00,000 cars. Since its inception
export was one of the aspects government was keen to encourage. Angola, Benin,
Djibouti, Ethiopia, Europe, Kenya, Morocco, Sri Lanka, Uganda, Chile, Costa Rica and
El Salvador are some of the markets served by Maruti Exports.
Authorized Service Stations
Maruti is one of the companies in India which has unparalleled service network. To
ensure the vehicles sold by them are serviced properly Maruti had 1545 listed Authorized
service stations and 30 Express Service Stations on 30 highways across India. Service is a
major revenue generator of the company. Most of the service stations are managed on
franchise basis, where Maruti trains the local staff. Other automobile companies have not
been able to match this benchmark set by Maruti. The Express Service stations help many
stranded vehicles on the highways by sending across their repair man to the vehicle.
Other Service Provided by Maruti
IMK, KOLLAM 29
Maruti Insurance
Maruti Finance
Maruti TrueValue
Maruti Driving School
Key personnel
Initially R.C.Bhargava, was the managing director of the company since the inception of
the joint venture. Till today he is regarded as instrumental for the success of Maruti
Udyog. Joining in 1982 he held several key positions in the company before heading the
company as Managing Director. Currently he is on the Board of Directors. After
completing his five year tenure, Mr. Bhargava later assumed the office of Part-Time
Chairman. The Government nominated Mr. S.S.L.N. Bhaskarudu as the Manging
Director on August 27, 1997. Mr. Bhaskarudu had joined Maruti in 1983 after spending
21 years in the Public sector undertaking Bharat Heavy Electricals Limited as General
Manager. Later in 1987 he was promoted as Chief General Manager, 1998 as Director,
Productions and Projects, 1989 Director, Materials and in 1993 as Joint Managing
Director.
PRODUCT PROFILE
IMK, KOLLAM 30
Till recently whenever we think of Maruthi we think of it as 800 due to the huge sales it
achieved. It was like a symbol of luxury for the middle class. Now situations are
changing and people are looking at Maruthi stable for the wide range of products they are
offering. The various models and brands that are sold by Maruthi in the order of their
launch are
Maruti 800: Launched 1983. India’s largest selling car till 2004
Maruti Omni: Launched 1984
Maruti Gypsy: Launched 1985
Maruti 1000: Launched 1990
Maruti Zen: Launched 1993.Modified 2003 Production to be halted 2006. New
generation Zen (First generation MR Wagon in Japan) to be introduced 2006
Maruti Esteem: Launched 1994
Maruti Wagon- R: Launched 1999 Modified 2006
Maruti Baleno : Launched 1999
Maruti Alto: Launched 2000. Currently the largest selling car in India
Maruti Grand Vitara: Launched 2003
Maruti Grand Vitara XL-7
Maruti Versa: Launched 2004
Maruti Swift: Launched 2005
IMK, KOLLAM 31
Table 4.1
Distribution Showing the age wise classification of respondents
Age No. of respondents Percentage
18-25 20 20
26-33 36 36
34-41 24 24
42-49 10 10
Above 50 10 10
Total 100 100
Source: Survey data
Inference
The above table shows that, 36 percentage belonged to the age category of 26-33 , 24
percentage belonged to the age category of 34-41 and, 20 percentage of respondents
belonged to the age category of 18-25,and, the least percentage of respondents fall under
the age category of 42-49 and above 50 respectively. i.e.10 percentage.
IMK, KOLLAM 32
Chart 4.1
Diagrammatic representation of age wise classification of respondents
Table 4.2
IMK, KOLLAM 33
Distribution Showing the Gender wise classification of respondents
Gender No. of respondents Percentage
Male 96 96
Female 4 4
Total 100 100
Source: Survey data
Inference
The above table reveals that, 96 percentage of the respondents were male and 4
percentage were belonged to female.
IMK, KOLLAM 34
Chart 4.2
Diagrammatic representation of Gender wise classification of respondents
IMK, KOLLAM 35
Table 4.3
Distribution Showing the level of Qualification of respondents
Qualification No. of respondents Percentage
SSLC 8 8
Degree 42 42
PG 20 20
Others 30 30
Total 100 100
Source : Survey data
Inference:
The above table infer that, 42 percentage of the respondents were belong to the
qualification of Degree, 30 percentage of the respondents were belong to the other
category, 20 percentage of the respondents were belong to PG and only 8 percentage of
the respondents were belong to SSLC.
IMK, KOLLAM 36
Chart 4.3
Diagrammatic representation of Qualification of respondents
IMK, KOLLAM 37
Table 4.4
Distribution showing the opinion of respondents regarding Ownership
Owners No.of respondents Percentage
Owing 100 100
Not owing Nil Nil
Total 100 100
Source : Survey data
Inference
The above table shows that, all of the respondents were car owners
IMK, KOLLAM 38
Chart 4.4
Diagram showing the opinion of respondents regarding Ownership
IMK, KOLLAM 39
Table 4.5
Distribution showing the opinion of respondents regarding Brand usage
Brand No.of respondents Percentage
Maruti 70 70
Tata 8 8
Chevrolet 10 10
Hyundai 12 12
Total 100 100
Source : Survey data
Inference
The above table shows that,70 percentage of the car owners were using Maruti,and12
percentage of the respondents were using Hyundai and 10 percentage of the respondents
were using Chevrolet, and . 8 percentage of the respondents were using Tata
,
IMK, KOLLAM 40
Chart 4.5
Diagram showing the opinion of respondents regarding Brand usage
IMK, KOLLAM 41
Table 4.6
Distribution showing the opinion of respondents regarding Mode of awareness
Mode No.of respondents Percentage
Advertisement 8 8
Dealers 19 19
Friends 54 54
Others 19 19
Total 100 100
Source: Survey data
Inference
The above table shows that, 54 percentage of respondents came to know about Maruti
through their friends.,signaling its strong market acceptance.19 percentage each came to
know about the company through dealers and other modes and 8 percentage respondents
became aware about the Maruti vehicles through advertisements.
Chart 4.6
IMK, KOLLAM 42
Diagram showing the opinion of respondents regarding Mode of awareness
IMK, KOLLAM 43
Table 4.7
Distribution showing the opinion of respondents regarding Usage of Maruti Vehicles
Opinion No.of respondents Percentage
Used 89 89
Not Used 11 11
Total 100 100
Source: Survey data
Inference
The above table infer that,89 percentage of respondents have used vehicles of Maruti and
only 11 percentage of respondents have not used Maruti motors vehicles yet.
IMK, KOLLAM 44
Chart 4.7
Diagram showing the opinion of respondents regarding Usage of Maruti vehicles
Table 4.8
IMK, KOLLAM 45
Distribution showing the opinion of respondents regarding Reason for preffering Maruti
vehicles
Reasons No.of respondents Percentage
Brand image 46 46
Quality 22 22
Price 12 12
Others 20 20
Total 100 100
Source: Survey data
Inference
The above table,reveals that, 46 percentage of the respondents preffered maruti vehicles
due to its brandimage,22 percentage of the respondents preffered due to its quality,20
percentage of the respondents preferred maruti vehicles for reason in other category such
as loading capacity,suitability for long driving etc. and only 12 percentage of the
respondents preffered maruti vehicles considering its price.
Chart 4.8
IMK, KOLLAM 46
Diagram showing the opinion of respondents regarding reason for preffering Maruti
vehicles
IMK, KOLLAM 47
Table 4.9
Distribution showing the opinion of respondents regarding Product range
Opinion No.of respondents Percentage
Excellent 25 25
Good 65 65
Average 10 10
Poor Nil Nil
Total 100 100
Source: Survey data
Inference
The above table shows that,65 percentage of the respondents felt that the product range of
the Maruti vehicles was quiet good and 25 percentage of the respondents were of the
opinion that the company’s product range was excellent,and only 10 percentage of the
respondents were of the opinion that the company’s product range was average and none
of them were of the opinion that the company’s product range was poor.
IMK, KOLLAM 48
Chart 4.9
Diagram showing the opinion of respondents regarding Product range
Table 4.10
IMK, KOLLAM 49
Distribution showing the opinion of respondents regarding Product durability
Opinion No.of respondents Percentage
Excellent 43 43
Good 57 57
Average Nil Nil
Poor Nil Nil
Total 100 100
Source: Survey data
Inference
The above table infer that, 57 percentage of the respondents were of the opinion that
product has good durability period.43 percentage of the respondents said that product has
got excellent durability period.None of the respondents were of the opinion that the
products durability is average or poor.
Chart 4.10
IMK, KOLLAM 50
Diagram showing the opinion of respondents regarding Product durability
Table 4.11
Distribution showing the opinion of respondents regarding Brand name
IMK, KOLLAM 51
Opinions No.of respondents Percentage
Influential 90 90
Non Influential 10 10
Total 100 100
Source: Survey data
Inference
The above table indicates that, 90 percentage of the respondents felt that brand name does
influence the sales of Maruti vehicles and only 10 percentage of respondents felt that the
otherway that brand name doesn’t have much relevance in the sales of Maruti vehicles.
Chart 4.11
Diagram showing the opinion of respondents regarding Brand name
IMK, KOLLAM 52
Table 4.12
Distribution showing the opinion of respondents regarding Most accepted product
IMK, KOLLAM 53
Products No.of respondents Percentage
Maruti 800 20 20
Swift 12 12
Omni 10 10
Alto 42 42
Wagon R 7 7
Versa Nil Nil
Esteem 3 3
Grand Vitara Nil Nil
Gypsy Nil Nil
Zen Estilo 2 2
SX4 4 4
Baleno Nil Nil
Total 100 100
Source: Survey data
Inference
The above table reveals that, the most accepted product of Maruti vehicles in the market
was Maruti Alto categories as suggested by and the second most accepted maruti vehicle
was Maruti 800 as favourd by 20 percentage of the respondents and the least accepted
maruti vehicles in the market was Versa,Baleno,Gypsy Grand vitara.
Chart 4.12
Diagram showing the opinion of respondents regarding Most accepted product
IMK, KOLLAM 54
Table 4.13
Distribution showing the opinion of respondents regarding Market Potential
Brand No.of respondents Percentage
IMK, KOLLAM 55
Chevrolet 20 20
Maruti 45 45
Tata 10 10
Hyundai 25 25
Total 100 100
Source: Survey data
Inference
The above table shows that ,45 percentage of respondents quoted that Maruti has got the
highest market potential and 25 percentage of the respondents opined Hyundai as the
best.20 percentage of the respondents preferred Chevrolet as the better one .and the
remaining 10 percentage of the respondents preferred Tata as the best one.
Chart 4.13
Diagram showing the opinion of respondents regarding Market Potential
IMK, KOLLAM 56
Table 4.14
Distribution showing the opinion of respondents regarding Most Influential Feature of
Maruti Vehicles
IMK, KOLLAM 57
Features No.of respondents Percentage
Price 12 12
Appearance & Style 50 50
Fuel efficiency 38 38
Total 100 100
Source: Survey data
Inference
The above table reveals that, 50 percentage of respondents felt that the most influential
feature of maruti vehicle was its Appearance and Style,38 percentage felt that the fuel
efficiency was its most influential feature and the remaining 12 percentage of the
respondents quoted that the price of the product was its most influential feature.
Chat 4.14
Diagram showing the opinion of respondents regarding Most Influential Feature of
Maruti vehicles
IMK, KOLLAM 58
Table 4.15
Distribution showing the opinion of respondents regarding Appearance leads to increase
sales
Opinions No.of respondents Percentage
IMK, KOLLAM 59
Improve 82 82
Not improve 18 18
Total 100 100
Source: Survey data
Inference
The above table indicates that, 82 percentage of respondents believed that by improving
the appearance and style of the products of the company can improve its sales and only
18 percentage felt the other way that improving appearance and style will not result in
increase of sales.
Chart 4.15
Diagram showing the opinion of respondents regarding Appearance leads to increase
sales
IMK, KOLLAM 60
Table 4.16
Distribution showing the opinion of respondents regarding improved fuel efficiency
enhancing the sales
Opinions No.of respondents Percentage
IMK, KOLLAM 61
Effect 100 100
No effect Nil Nil
Total 100 100
Source: Survey data
Inference
The above table we can infer that all the respondents i.e.100 percentage of respondents
said that increasing the fuel efficiency will definitely result in increase of sales.
Chart 4.16
Diagram showing the opinion of respondents regarding improved fuel efficiency
enhancing the sales
IMK, KOLLAM 62
Table 4.17
Distribution showing the opinion of respondents regarding Satisfaction level of
Maintenance of Maruti vehicles
Satisfaction Level No.of respondents Percentage
IMK, KOLLAM 63
Highly Satisfied 34 34
Satisfied 56 56
Neither satisfied nor dissatisfied Nil Nil
Moderately satisfied 10 10
Dissatisfied Nil Nil
Total 100 100
Source: Survey data
Inference
The above table reveals that,56 percentage of the respondents were satisfied with the
maintenance of maruti vehicles,34 percentage of the respondents had highly satisfied
with the maintenance,10 percentage of the respondents were moderately satisfied with the
maintenance and none of them were dissatisfied with maintenance of maruti vehicles.
Chart 4.17
Diagram showing the opinion of respondents regarding Maintenance of Maruti vehicles
IMK, KOLLAM 64
Table 4.18
Distribution showing the opinion of respondents regarding Satisfaction level of Fuel
efficiency of Maruti vehicles
IMK, KOLLAM 65
Satisfaction level No.of respondents Percentage
Highly Satisfied 13 13
Satisfied 60 60
Neither satisfied nor dissatisfied Nil Nil
Moderately satisfied 27 27
Dissatisfied Nil Nil
Total 100 100
Source: Survey data
Inference
The above table shows that,60 percentage of the respondents were satisfied with the fuel
efficiency of maruti vehicles,27 percentage of the respondents had moderately satisfied
with the fuel efficiency of maruti vehicles,13 percentage of the respondents were highly
satisfied with the fuel efficiency of maruti vehicles, none of the respondent was
dissatisfied with the fuel efficiency of maruti vehicles.
Chart 4.18
IMK, KOLLAM 66
Diagram showing the opinion of respondents regarding Fuel efficiency of Maruti vehicles
Table 4.19
Distribution showing the opinion of respondents regarding Satisfaction level of
Pick up of Maruti vehicles
IMK, KOLLAM 67
Satisfaction level No.of respondents Percentage
Highly Satisfied Nil Nil
Satisfied 32 32
Neither satisfied nor dissatisfied 8 8
Moderately satisfied 40 40
Dissatisfied 20 20
Total 100 100
Source: Survey data
Inference
The above table reveals that,40 percentage of respondents were moderately satisfied with
the pickup of maruti vehicles,32 percentage of the respondents had satisfied with the
pickup of maruti vehicles.20 percentage of the respondents were dissatisfied with the
pickup of maruti vehicles and 8 percentage of the respondents were Neither satisfied nor
dissatisfied with the pickup of maruti vehicles.and none of the respondents were highly
satisfied with pickup of maruti vehicles.
Chart 4.19
Diagram showing the opinion of respondents regarding Pick up of Maruti vehicles
IMK, KOLLAM 68
Table 4.20
Distribution showing the opinion of respondents regarding Satisfaction level of Price of
Maruti vehicles
IMK, KOLLAM 69
Satisfaction level No.of respondents Percentage
Highly Satisfied Nil Nil
Satisfied 35 35
Neither satisfied nor dissatisfied Nil Nil
Moderately satisfied 50 50
Dissatisfied 15 15
Total 100 100
Source: Survey data
Inference
The above table indicates that,50 percentage of the respondents were moderately satisfied
with the price of maruti vehicles,35 percentage of the respondents were satisfied,15
percentage of the respondents were dissatisfied with the price of maruti vehicles and
none of them were highly satisfied with the price of maruti vehicles.
Chart 4.20
Diagram showing the opinion of respondents regarding Price of Maruti vehicles
IMK, KOLLAM 70
Table 4.21
Distribution showing the opinion of respondents regarding Resale value
IMK, KOLLAM 71
Opinion No.of respondents Percentage
Getting 96 96
Not getting 4 4
Total 100 100
Source : Survey data
Inference
The above table reveals that,96 percentage of the respondents said maruti vehicles had
better resale value and only 4 percentage of the respondents opined maruti vehicles had
not getting resale value.
Chart 4.21
Diagram showing the opinion of respondents regarding Resale value
IMK, KOLLAM 72
Table 4.22
Distribution showing the opinion of respondents regarding satisfaction level of Service
availability of Maruti vehicles
IMK, KOLLAM 73
Satisfaction level No.of respondents Percentage
Highly satisfied 26 26
Satisfied 70 70
Neither satisfied nor dissatisfied Nil Nil
Moderately satisfied 4 4
Dissatisfied Nil Nil
Total 100 100
Source: Survey data
Inference
The above table reveals that,70 percentage of the respondents were satisfied with the
service availability of maruti vehicles,26 percentage of the respondents had highly
satisfied with the service availability of maruti vehicles,4 percentage of the respondents
were moderately satisfied with the service availability of maruti vehicles and none of
them were dissatisfied with the service availability of maruti vehicles.
Chart 4.22
Diagram showing the opinion of respondents regarding Service availability of Maruti
vehicles
IMK, KOLLAM 74
FINDINGS
IMK, KOLLAM 75
1. As regards to the level of age in the study area reveals that 36 percentage
belonged to the age category of 26-33 , 24 percentage belonged to the age
category of 34-41 and 20 percentage of respondents belonged to the age category
of 18-25.
2. As regards to the gender in the study area reveals that, 96 percentage of the
respondents were male and 4 percentage were belonged to female.
3. As regards to the level of qualification in the study area reveals that 42 percentage
of the respondents were belong to the qualification of Degree, 30 percentage of
the respondents were belong to the other category, 20 percentage of the
respondents were belong to PG.
4. Regarding ownership, all of the respondents were car owners.
5. Regarding Brand usage, 70 percentage of the car owners were using Maruti,and12
percentage of the respondents were using Hyundai and 10 percentage of the
respondents were using Chevrolet, and . 8 percentage of the respondents were
using Tata.
6. Regarding Mode of awareness, 54 percentage of respondents came to know about
Maruti through their friends, and 8 percentage respondents became aware about
the Maruti vehicles through advertisements.
7. Regarding Usage of Maruti Vehicles, 89 percentage of respondents have used
vehicles of Maruti and only 11 percentage of respondents have not used Maruti
motors vehicles yet.
8. Regarding the reason for preffering Maruti vehicles, 46 percentage of the
respondents preffered maruti vehicles due to its brandimage, and only 12
percentage of the respondents preffered maruti vehicles considering its price.
9. Regarding Product range, 65 percentage of the respondents felt that the product
range of the Maruti vehicles was quiet good and 25 percentage of the respondents
were of the opinion that the company’s product range was excellent and none of
them were of the opinion that the company’s product range was poor.
10. Regarding Product durability, 57 percentage of the respondents were of the
opinion that product has good durability period.43 percentage of the respondents
said that product has got excellent durability period.
IMK, KOLLAM 76
11. Regarding Brand name, 90 percentage of the respondents felt that brand name
does influence the sales of Maruti vehicles and only 10 percentage of respondents
felt that the otherway that brand name doesn’t have much relevance in the sales of
Maruti vehicles.
12. Regarding Most accepted products, the most accepted product of Maruti vehicles
in the market was Maruti Alto categories as suggested by and the second most
accepted maruti vehicle was Maruti 800 as favourd by 20 percentage of the
respondents and the least accepted maruti vehicles in the market was
Versa,Baleno,Gypsy Grand vitara.
13. Regarding Market potential, 45 percentage of respondents quoted that Maruti has
got the highest market potential and 25 percentage of the respondents opined
Hyundai as the best.20 percentage of the respondents preferred Chevrolet as the
better one .and the remaining 10 percentage of the respondents preferred Tata as
the best one
14. Regarding Most Influential Feature of Maruti Vehicles, 50 percentage of
respondents felt that the most influential feature of maruti vehicle was its
Appearance and Style and 12 percentage of the respondents quoted that the price
of the product was its most influential feature
15. Regarding Appearance leads to increase sales, 82 percentage of respondents
believed that by improving the appearance and style of the products of the
company can improve its sales and only 18 percentage felt the other way that
improving appearance and style will not result in increase of sales.
16. Regarding improved fuel efficiency enhancing the sales, 100 percentage of
respondents said that increasing the fuel efficiency will definitely result in
increase of sales.
17. Regarding Satisfaction level of Maintenance of Maruti vehicles, 56 percentage of
the respondents were satisfied with the maintenance of maruti vehicles, 10
percentage of the respondents were moderately satisfied with the maintenance and
none of them were dissatisfied with maintenance of maruti vehicles.
18. Regarding Satisfaction level of Fuel efficiency of Maruti vehicles, 60 percentage
of the respondents were satisfied with the fuel efficiency of maruti vehicles, 13
IMK, KOLLAM 77
percentage of the respondents were highly satisfied with the fuel efficiency of
maruti vehicles, none of the respondent was dissatisfied with the fuel efficiency of
maruti vehicles.
19. Regarding Satisfaction level of Pick up of Maruti vehicles, 40 percentage of
respondents were moderately satisfied with the pickup of maruti vehicles, 8
percentage of the respondents were Neither satisfied nor dissatisfied with the
pickup of maruti vehicles.and none of the respondents were highly satisfied with
pickup of maruti vehicles
20. Regarding Satisfaction level of Price of Maruti vehicles, 50 percentage of the
respondents were moderately satisfied with the price of maruti vehicles, 35
percentage of the respondents were satisfied,and15 percentage of the respondents
were dissatisfied with the price of maruti vehicles.
21. Regarding Resale value, 96 percentage of the respondents said maruti vehicles
had better resale value and only 4 percentage of the respondents opined maruti
vehicles had not getting resale value.
22. Regarding satisfaction level of Service availability of Maruti vehicles, 70
percentage of the respondents were satisfied with the service availability of maruti
vehicles and 26 percentage of the respondents had highly satisfied with the
service availability of maruti vehicles.
CONCLUSION
IMK, KOLLAM 78
As my experience I would like to say that this study was very beneficial for me, I found
that the entire experience very rewarding. I could get a good idea about the market
potential of Maruti vehicles. This study has given me an insight into the plus and
drawbacks of Maruti. The company has a wide range of products and good after sales
service. It has more customized products and the firm has unbeatable quality checking
measures. The company ensures 100% quality in almost all of its products.The study was
done with the intend of identifying the market potential of Maruti in the Trivandrum
district, with the help of data collected through both primary and secondary sources
regarding the market position of different brands of cars, specially of Maruti vehicles and
their analysis. Maruti has acquired formidable expertise in designing and developing cars
to meet varying customer needs. Their new innovations and brands are well conceived by
the customers and have succeeded in achieving a goodwill which other companies have
struggled to achieve in a longer span of time.
SUGGESTIONS
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1. For increasing the sales, organize customer contact programmes, free service
camps, caravans etc. with the help of trained sales executives.
2. Introduce new sales promotion strategy for competing with other brands.
3. Company needs to formulate new strategy for improving sale of its product of
versa, Grand Vitara, Gypsy, and Baleno.
4. Make effective utilization of advertising media especially visual media and print
media.
5. Company needs to take measures for improving stylish interiors with global
safety standards.
6. Company should more often organize social meetings or gatherings with
employees for interaction and creating an environment whereby employees get
motivated to perform at their best efficiency
7. For increasing the sales, good variants within a product will provide further sale.
8. Company needs to take measure for the diesel vehicles to avoid starting trouble.
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IMK, KOLLAM 81