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Project Report on Maruti Suzuki



By: Naman Class: XII-A Roll No.: 24

CONTENTSI. Acknowledgment II. Preface III. Introduction IV. Company at a Glance V. Profile VI. Board Of Directors VII. Industrial Relations VIII. Services Offered IX. Exports X. Questionnaire XI. Conclusion XII. Recommendations XIII. Bibliography XIV. Remarks

AcknowledgmentI owe a great many thanks to many people who helped & supported me during the preparation of my project. My deepest thanks to Lecturer, Mr. Vishal Jain, the Guide of the project for guiding and correcting various documents of mine with attention and care. He has taken pain to go through the project and make necessary correction as and when needed. I would also like to thank my Institution & my faculty members without whom this project would have been a distant reality. I also extend my heartfelt thanks to my family and well-wishers.

I thank everyone once again & especially God,who made all things possible.

PREFACEIf we can compare marketing to a long train with a multiple compartment then each bogie represents a different aspect of marketing. Marketing strategy formulation depends upon the every aspect of related terms and, marketing research plays vital role to connect each compartment to form a cohesive functional unit. The automotive industry is at the center of Indias new global dynamic. It plays major roles in retaining manufacturing industry growth over 12.5% per annum. The motivation behind the project was to gain clear understanding about marketing research. Through this

project I have tried to understand the complexities involved in gathering of data for drawing inferences .The final objective is to produce a result that is accurate, useful, and free from bias. The project has been presented in a simple format & gives a clear-cut idea about Maruti Suzuki (An Indian automotive brand).

INTRODUCTIONMaruti Suzuki India Limited subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti 800 and Alto, to hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile

revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog Limited was renamed Maruti Suzuki India Limited. The companys headquarters are located in New Delhi.

Company at a Glance

PROFILEMaruti Suzuki is India and Nepals number one leading automobile manufacturer and the market leader in the car segment, both in terms of volume of vehicles sold and revenue earned. Until recently, the Indian government, and 54.2% by Suzuki of Japan owned 18.28% of the company. The BJP-led government held an initial

public offering of 25% of the company in June 2003. As of 10 May 2007, Govt. of India sold its complete share to Indian financial institutions. With this, Govt. of India no longer has stake in Maruti Udyog. Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in 1983 with the Maruti 800, based on the Suzuki Alto kei car which at the time was the only modern car available in India, its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out of date at that point. Through 2004, Maruti Suzuki has produced over 5 Million vehicles. Maruti Suzukis are sold in India and various several other countries, depending upon export orders. Models similar to Maruti Suzukis (but not manufactured by Maruti Udyog) are sold by Suzuki Motor Corporation and

manufactured in Pakistan and other South Asian countries. 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. More than a million units of this car have been sold worldwide so far. Currently, Maruti Suzuki Alto tops the sales charts and Maruti Suzuki Swift is the largest selling in A2 segment. Due to the large number of Maruti 800s sold in the Indian market, the term "Maruti" is commonly used to refer to this compact car model ("Maruti" is another name of the Hindu god, Hanuman). Maruti Suzuki has been the leader of the Indian car market for over two decades.

Its manufacturing facilities are located at two facilities Gurgaon and Manesar south of Delhi.

Maruti Suzukis Gurgaon facility has an installed capacity of 350,000 units per annum. The Manesar facilities, launched in February 2007 comprise a vehicle assembly plant with a capacity of 100,000 units per year and a Diesel Engine plant with an annual capacity of 100,000 engines and transmissions. Manesar and Gurgaon facilities have a combined capability to produce over 700,000 units annually. More than half the cars sold in India are Maruti Suzuki cars. The company is a subsidiary of Suzuki Motor Corporation, Japan, which owns 54.2 per cent of Maruti Suzuki. Public and financial institutions own the rest. It is listed on the Bombay Stock Exchange and National Stock Exchange in India.

During 2007-08, Maruti Suzuki sold 764,842 cars, of which 53,024 were exported. In all, over six million Maruti Suzuki cars are on Indian roads since the first car was rolled out on 14 December 1983.

Maruti Suzuki offers 14 models, Maruti 800, Alto, WagonR, Estilo, A-star, Ritz, Swift, Swift DZire, SX4, Omni, Eeco, Gypsy, Grand Vitara, Kizashi. Swift, Swift DZire, A-star and SX4 are manufactured in Manesar, Grand Vitara and Kizashi are imported from Japan as completely built units(CBU), remaining all models are manufactured in Maruti Suzuki's Gurgaon Plant. Suzuki Motor Corporation, the parent company, is a global leader in mini and compact cars for three decades. Suzukis technical superiority lies in its ability to pack power and performance into a compact, lightweight engine that is clean and fuel-efficient.

Nearly 75,000 people are employed directly by Maruti Suzuki and its partners. J D Power Asia Pacific has rated it first in customer satisfaction among all car makers in India from 1999 to 2009.

Board of DirectorsChairman: Bhargava Managing Director and CEO: Nakanishi Directors: Manvinder Singh Mr. R.C. Mr. S. Mr.

Ms. Pallavi Shroff Mr. Kenichi Ayukawa Mr. Amal Ganguli Mr. D. S. Brar Mr. Osamu Suzuki Director & MEO(Engineering): Asai Mr. Keiichi

Director & MEO (Marketing & Sales): Mr. Shuji Oishi Director and Managing Executive Officer (Production): Mr. Tsuneo

Industrial relations

For most of its history, Maruti Udyog Limited had relatively few problems with its labour force. The workforce of the company without any difficulty accepted its emphasis of a Japanese work culture and the modern manufacturing process, first instituted in Japan in the 1970s. But with the change in management in 1997, when it became predominantly government controlled for a while, and the conflict between the United Front Government and Suzuki may have been the cause of unrest among employees. A major row broke out in September 2000 when employees of Maruti Udyog Ltd (MUL) went on an indefinite strike, demanding among other things, revision of the incentive scheme offered and implementation of a pension scheme. Employees struck work for six hours in October 2000, irked over the suspension of nine employees, going on a six-hour tools-down strike at its Gurgaon plant, demanding revision of

the incentive-linked pay and threatened to fast to death if the suspended employees were not reinstated. About this time, the NDA government, following a disinvestments policy, proposed to sell part of its stake in Maruti Suzuki in a public offering. The Staff union opposed this sell-off plan on the grounds that the company will lose a major business advantage of being subsidised by the Government. The standoff with the management continued to December with a proposal by the management to end the twomonth long agitation rejected with a demand for reinstatement of 92 dismissed workers, with four MUL employees going on a fast-unto-death. In December the company's shareholders met in New Delhi in an AGM that lasted 30 minutes. At the same time around 1500 plant workers from the MUL's Gurgaon facility were agitating outside the company's

corporate office demanding commencement of production linked incentives, a better pension scheme and other benefits. The management has refused to pass on the benefits citing increased competition and lower margins.

Services offeredCurrent sales of automobiles:

Manufactured locally:800 (Launched 1983) 2. Omni (Launched 1984) 3. Gypsy (Launched 1985) 4. WagonR (Launched 2002) 5. Alto (Launched 2000) 6. Swift (Launched 2005) 7. Estilo (Launched 2009) 8. SX4 (Launched 2007) 9. Swift DZire (Launched 2008) 10. A-star (Launched 2008)1.

Ritz (Launched 2009) 12. Eeco (Launched 2010)11.

13.Alto K10 (Launched 2010)

Imported:1. Grand Vitara (Launched 2007) 2. Kizashi (Launched 2011)

Discontinued car models:1. 2. 3. 4. 5. 6. 7.

1000 (19901994) Zen (19932006) Esteem (19942008) Baleno (19992007) Zen Estilo (20062009) Versa (20012010) Grand Vitara XL7 (20032007)

II.Manufacturing facilities:Maruti Suzuki has two state-of-the-art manufacturing facilities in India. Both manufacturing facilities have a

combined production capacity of 1,250,000 vehicles annually.

III.Gurgaon Manufacturing Facility:The Gurgaon Manufacturing Facility has three fully integrated manufacturing plants and is spread over 300 acres (1.2 km2). All three plants have an installed capacity