INTRODUCTION

The first company in India to mass-produce and sell more than a million cars MARUTI SUZUKI. It is the company which brought in an automobile revolution to India. Maruti Suzuki India Limited (MSIL) is a subsidiary company of Japanese automaker Suzuki Motor Corporation. 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 that time was the only modern car available in India. It is the market leader in India in the car segment both in terms of volume of vehicles sold and revenue earned. Maruti Udyog Limited was renamed as Maruti Suzuki India Limited on 17th September, 2007. The company's headquarters is located at New Delhi. Being the leader in Indian automobile industry it creates both customer delight and shareholders wealth. Accounting for the majority of the countrys domestic car market, it has a market share of 44.9% of the Indian passenger car market as on March 2011.They offer over 14 brands and 150 variants ranging from peoples car maruti 800 to the latest Ritz on the roads.

OWNERSHIP & MANAGEMENT

Based in Gurgaon, India, Maruti Suzuki India Limited is Suzuki's largest and most valuable subsidiary. Suzuki has a 54.2% stake in the Indian automobile industry and the rest is owned by the various Indian public and financial institutions. The company is listed on the Bombay Stock Exchange and National Stock Exchange of India. Maruti Suzuki was born as a Government of India company, with Suzuki as a minor partner, to make a lower priced car for middle class India. It was a joint venture between the Government of India and Suzuki Motor Corporation. Over the years, the product range has widened, ownership has changed hands and the customer has evolved. But as of 10 May 2007, the government of India sold its complete share to Indian financial institutions and no longer has any stake in Maruti Udyog. Maruti launched its first car Maruti800 in December 14 , 1983 at an initial price of Rs 47,500.Mr Harpal Singh, the first Maruti owner , still drives it even after 29 years.

MANAGEMENT
As in the official site of maruti Suzuki:In India, 'Corporate Governance' standards for listed companies are stipulated by Securities and Exchange Board of India (SEBI) through a special provision- Clause 49 of the Listing Agreement. As a sentient and vigilant organization, Maruti Suzuki had initiated good 'Corporate Governance' practices even before Clause 49 became applicable and these practices form an integral part of the companys governance culture. The Company seeks to promote a corporate culture in which high standards of ethical behavior, individual accountability and transparent disclosure are implanted in all its business dealings

and shared by its Board of Directors, Management and Employees. The Company has established systems & procedures to guarantee that its Board of Directors are well-equipped and well-informed to accomplish its overall responsibilities and to provide the management a strategic direction to create long-term shareholder value. On its Board, the Company has four non-ExecutiveIndependent Directors of high stature from multifaceted backgrounds, who bring with them rich valuable experience and high ethical standards. In recent years, the Company has developed a Control Self Assessment mechanism to evaluate the effectiveness of internal controls over financial reporting. Key internal controls over financial reporting were identified and put to self assessment by control owners in the form of Self Assessment Questionnaires through a web based online tool called "Control Managers" With the successful implementation of the online Controls Self Assessment framework, the Company has become one of the few companies in India to have a transparent framework for evaluating the effectiveness of internal controls over financial reporting. The initiative further reinforces the commitment of the Company to adopt best corporate governance practices.

RANGE OF PRODUCTS
Maruti Suzuki has two state-of-the-art manufacturing facilities in India. Both manufacturing facilities which are situated in Gurgaon and Manesar have a combined production capacity of 1,250,000 vehicles annually. Current sales of automobiles:1. MARUTI 800 (Launched 1983)

2. MARUTI OMNI (Launched 1984)

3.GYPSY (Launched 1985)

4. ALTO (Launched 2000)

5. MARUTI SUZUKI SWIFT (Launched 2005)

6. MARUTI SUZUKI ZEN ESTILO (Launched 2009)

7. SUZUKI SX4 (Launched 2007)

8.

A-STAR (Launched 2008)

9. MARUTI SUZUKI SWIFT DZIRE (Launched 2008)

10. RITZ (Launched 2009)

11. (Launched1999)

MARUTI

SUZUKI

WAGONR

MODERNISATION AND EXPANSION MODERNISATION

In 2008 it inaugurated the K Series plant in Gurgaon. Their Foray into Alternate fuel segment with LPG powered WagonR and Swift Diesel has seen a huge response from customers. Last two years have been quite happening for the company with the launching of six new models. As a tailor made solution to the various regional challenges the company has divided the country into four zones and further into sixteen ROs and fifteen AOs. They have also brought in new initiatives into the Indian economy namely the initiative of Pre - Owned cars , Maruti Finance , Maruti Insurance , Extended Warranty , loyalty program Auto Card providing a majestic experience to the customers. In August 1986, Maruti produced 1, 00,000 cars. By 1993, the company produced 1, 96,820 cars, mostly Maruti 800s. Cumulative production reached 1 million in 1994, 2 million in October 1997, approximately 4 million in 2003, 4.7 million in 2004, and 5 million in 2005 and 6 million cars by 2006. Today, Maruti sells more in the domestic market of India than in the export market. Maruti Suzuki exports entry-level models across the globe to over 100 countries and the focus has been on identifying new markets. The company exports to the United Kingdom, Italy, Hungary, Netherlands, Germany, Latin America, Africa, Philippines and Indonesia. Along with these countries, Maruti also sells its cars to Algeria, Chile, Sri Lanka and Nepal.

EXPANSION
As on 31st March, 2011, Maruti Suzuki has 933 dealerships across 66 towns and cities in all states and union territories of the India. It has 2935 service stations in 1395 towns and cities throughout India. It has 30 express service stations across 30 National Highways across 1314 cities in India. Maruti and Suzuki had announced an investment of USD 2.25 Billion in the new car plant, diesel engine facility, launch of new models & up gradation of the Gurgaon plant. The project is on schedule and the investments are being made as planned. They also plan to produce another small car; 2, 00,000 units of this model would be produced out of which 50,000 to be sold in domestic market by Maruti, 100,000 to be exported by Maruti and 50,000 for export by Nissan.

They share the Government of India's vision of making India a global hub for compact cars. Their expansion plans would help them achieve the required scale of operations to compete globally. Consequently, additional investments in the areas of R&D and Marketing & Customer interface have also been announced.

Corporate SOCIAL RESPONSIBILITY (CSR)

RESPONSIBILITY TOWARDS ENVIRONMENT
Maruti Suzuki agonizes global warming and climate changes as planetary issues, the effects of which are of concern both for the environment and human life. Being sustainable development the way out Maruti Suzuki strongly believes that an investment in environment friendly products and manufacturing facilities is in the best interest of the society as well as the business. The company says that the last 25 years of their journey has reinforced the belief that environment friendly initiatives make products more acceptable to customers and help Maruti Suzuki grow profitably in every sphere. The concept of 3Rs Reduce, Reuse, and Recycle has been their driving principle and has been promoted in all their manufacturing units, supply chains and logistic operations. Maruti Suzuki has installed clean fuel based captive gas turbines for power generation and complies with all Environment Clearance conditions. The waste heat of the gases from the gas turbine is used for the generation of steam and compressed air. The steam requirement in manufacturing process is met without any additional power. Maruti Suzuki also abides by the Philosophy of "Smaller, Fewer, Lighter, Shorter and Neater". This Philosophy has helped Maruti Suzuki in optimal utilization of resources and cost savings. It also provides awareness and specific environmental training to all the personnel working for or on behalf of MSIL. It also has

commitments towards strictly observing environmental laws and at the same time following their own standards. For example: They invented the fuel efficient K Series engine technology.

Strategies Pricing strategy

Caters to all segments of the society and has a product offering at all pricing points. Their pricing strategy is to provide an option to every customer looking for up gradation in his car. Market segmentation policy was adopted that targeted different types of consumers with different types of models.

Creating different revenue streams

Maruti Finance - To promote its bottom line growth, Maruti Suzuki launched Maruti Finance in January 2002. Maruti Insurance - Launched in 2002 Maruti Suzuki provides vehicle insurance to its customers with the help of the National Insurance Company, Bajaj Allianz, New India Assurance and Royal Sundaram. This service started as a benefit or value addition to customers and was able to ramp up easily. By December 2005 they were able to sell more than two million insurance policies since its inception.

Maruti Driving School (MDS) - As part of its corporate social responsibility Maruti Suzuki launched the Maruti Driving School in Delhi. Later the services were extended to other cities of India as well. These schools are modeled on international standards, where learners go through classroom and practical sessions. Many international practices like road behavior and attitudes are also taught in these schools. Before driving actual vehicles participants are trained on simulators.

Differentiation
Organization offers employees incentives and compensation for creativity. HR strategy focuses on external hiring of unique individuals, and on retaining creative employees.

Customer centric approach ORGANIZATION STRUCTURE

CONCLUSION

Over the years, the company has grown from one of the automobile industry in India to an automobile giant ruling the Indian car market since 1981. It was the first automobile company to start a call centre and to provide a 24 hour access to the customers to answer their queries and to solve their problems giving the customers the first preference. It is capturing an over all share of 46% car market in India showcasing its superior position in India over other automobile industries. Its vision and also its splendid core values and high ethical standards have helped it to reach a supreme position in the automobile industry of the Indian economy.

ADVERTISING
Maruti Suzuki mainly communicates to its customers through advertising in television, newspapers. It creates a brand name by tabbing super stars like Ronaldo and bollywood stars like Shahrukhan. It also advertises through hoardings, pump lets, magazines and also by providing free test drives to its customers. It also occasionally provides schemes like discounts, etc to its customers, thereby maintaining a good customer relationship.

MARKETING MIX
The four Ps

PRODUCT

PRICE

PLACE

PROMOTIO N

PRODUCT As we know Maruti has a wide range of products ranging from the good old maruti800 to the great grand Vitara. PRICE Maruti800 is the cheapest of all maruti models. Zen and Esteem are mid priced cars of maruti. But Grand Vitara is the most highly priced of all maruti models. The prices are decided based on the factors according to product variety, quality design, etc. PLACE

It has its presence all over the world. Maruti sometimes uses one level or two level marketing channels. PROMOTION Promotion is mainly done through advertisements in newspapers, magazines, etc. Also it carries on direct marketing and maintains a good customer relationship.

SWOT ANALYSIS

STRENGTHS Established distribution and after sales network. Understanding of Indian market. Brand image Ability to design products with differentiating features. Experience and know-how in technology.

WEAKNESSES Lack of experience with foreign market. Comparatively new to diesel cars. People resistant to upper segment models. Heavy import tariffs on fully built imported models. OPPORTUNITIES Increased purchasing power of Indian middle class category.

 Government subsidies Tax benefits Prospective buyers from two wheeler segments. THREATS Competition from second hand cars and TATA Nano. Threats from Chinese manufacturers.