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Vision:
Visions of any company are those values on which company works. As the MUL is
started by Governmental initiatives it tends to be more consumer oriented and
hence cost effective, but on the other hand Suzukis participation ensures not only
need of the profit, but of the need of maximum profit. The only way for this Noras
dilemma of selecting principals for companys working vision ,was to maximize
profit and reducing cost by maximizing output and sales Hence MUL declared its
Vision asThe Leader in the Indian Automobile Industry, Creating Customer Delight1 and
Shareholder's Wealth2; eventually become a pride of India
Customer Delight1 is making sure that performance, after sales service and
customer support are best and beyond expectation. Shareholders wealth2 is the

prime concern for running business smoothly.MUL knows this and understands
customer is king, he can change the fortune of any company, hence goes
companys brand line: COUNT ON US!

Mission:
Mission is the statement of an organizations purpose, what it want to accomplish in
the larger environment and its goals which are specific, realistic and motivating.
Missions are described over visions and visions demand certain objectives. The
main objectives/Missions of MUL are:
- Modernization of the Indian Automobile Industry.
- Developing cars faster and selling them for less.
- Production of fuel-efficient vehicles to conserve scarce resources.
- Production of large number of motor vehicles which was necessary for economic
growth.
- Market Penetration, Market Development Similarly Product Development and
Diversification.
- Partner relationship management, Value chain, Value delivery network .

SWOT ANALYSIS: Consists of analysis of internal environment (Strength and

weakness) and external environments
(Opportunity and Threat).

STERNGHTHS:Contemporary technology. Japanese Management practices (that had

captured Japan over USA to the status of
top Auto manufacturing country in the world)Early mover advantages. Recruitment
is done in very tedious mann-er ensuring talent and best professionals, Working culture, after sale services ,
distribution, diversification, R&D
WEAKNESS: Still depends upon SUZUKI COPORATION, Japan For tech. support, 10%
components are manufactured outside

India. Though MUL has launched luxury cars as well its still considered as poor
mans brand. Diversification is not
supported with all India presence of Manufacturing Units. Bureaucracy,
Technological disadvantages, Decades of
isolation, inertia and subservience to the whims of government bureaucrats have
made MUL unaccustomed
to international standards or keen competition.

OPPURTUNITY: first company to roll out suitably designed cars before 2008 as per
Govt.s Proposal of new ethanol (renewable)
mixed fuel. Other companies lacks economy of scale, so market is still open.
Importing new technology is
controlled by Govt. so there is plenty of untapped market and with increase in
Income scale, Demand is rising
THREAT: Numbers of new Technology driven players and manufactures are in
market. Govt .reducing support and cutting
down the Gas supply quota.(TOI, New Delhi,11th june,07).

Conclusion:

MarutiUdyog limited had a prime objective to meet the growing demand of a

personal mode of transport, which is caused due to lack of efficient public transport
system. It changed the 4Ps of marketing mix into 4Cs.Product to Customers
Solution, Price to Customers cost, Similarly Place to Customers convenience and
Promotion to Customers Communications. This enabled MUL to become Market
leader. Things are now changing with LPG polices and disinvestment ;the real

competitions has already began. The smarter will certainly will be next leader, but
till then...MUL will going to the brand ,on which customers will always..COUNT ON.

References:

1). Principles of Marketing (Kotler.Philip, Armstrong.Gary, 6e).

2). Marketing Management AND case studies (ICMR publication).
3). The TIMES OF INDIA (Internet editions and New Delhi Edition-11.06.07).
4). www.surfindia.com\marketingstartgies\automobileindustries.html
5). www.goi.gov\disinvestments.pdf
6) www.suzukicopration.com\marutiudyog.ppt

VISION AND VALUES OF THE COMPANY

Maruti Suzuki currently has no written down mission statement but mentions the
vision statement and the core values in which they believe on their website and also
is visible at the dealer's showroom. A Corporate Mission Statement should not only
state the company's purpose of existence but also mention the scope of the
business (Pearce J, 1987). The Vision and Mission statements of the company need
to be SMART (Sustainable, Measurable, Actionable, Realistic and Timed/Targeted).
In order to build the mission and vision statements for the organization, 9 important
statements from Pearce (1987) were taken in consideration: customers, services,
geographic market, technology, growth, philosophy, public image, employees and
distinctive competence as follows:
VISION

The vision as mentioned on the website is

To be The Leader in the Indian Automobile Industry, Creating Customer Delight and
Shareholder's Wealth; A pride of India.

The above vision is not smart thus a new vision of the company should be made
proposed Vision of the company is as follows
CORE VALUES (as mentioned on the website)

CUSTOMER OBSESSION
FAST FLEXIBLE & FIRST MOVER
INNOVATION AND CREATIVITY
NETWORKING AND PARTNERSHIP
OPENNESS AND LEARNING
The above core values show that the company is customer focused and also
focused on meeting their demand and also conducting research so that they can
meet demands or help satisfy the latent demand of the customers. They also seem
to value their suppliers and their networks
CORPORATE AND MARKETING OBJECTIVES

CORPORATE OBJECTIVES

The following are the corporate objectives of Maruti Suzuki Sx4 for the next 12
months
Increase the market share of the company in Mumbai by 11%.
Bring about improved modifications on Sx4.
Improve their general company website i.e. www.marutisuzuki.com
MARKETING OBJECTIVES Next 12 Months:

Following are the Marketing objectives for next 12 months.

Achieve a steady increase in market penetration of sedan cars by 4% per quarter
To raise sales in Mumbai by 11% by December 2010
Raise the market share of Maruti Suzuki in the A3 segment

To increase awareness of the quality improvements that are made in the car
To encourage people chose Sx4 over the competitors
E-MARKETING OBJECTIVE

To achieve a maximum number of visitors on the website

To provide all the required information on the website
Leading search engine optimisations like google and yahoo
SEGMENTATION TARGETING AND POSITIONING

Segmentation Targeting

Currently the Sx4 is targeted towards middleclass men who want a car which is a
'value for money' that has a mixture of features such as looks, power, accessories
and others Which is in sync with the advertisement campaign which is "Men Are
Back the car has also the features and interiors provided by the car makes it seem
as a car which makes it truly a value for money car. Value for money car is not
mentioned in the advertisements as big cars are considered as status symbols as
mentioned in the PESTEL thus it would be detrimental to the car sales.
In this marketing plan we will continue to focus on family users who want a value for
money car, which is responsible for approximately 74% of the company's revenue
from this product, also narrowing down are market can help us in improving the
product and also in serving them better.
POSITIONING

Positioning is placing of a product into the minds of customers. For effective

positioning it is extremely important to be able to make customer differentiate a
product from competitor offerings.
The car is currently positioned as a Value for money car. But the customers believe
that it lacks the quality compared to its competitors as mentioned in marketing
Audit. Therefore it is important to change the perception of the customer about the
car as a car which is value for money as well as having an high quality standards.

Maruti Suzuki's adopt a focus strategy based on low cost each of the products
concentrates on a narrow segment which wants a value for money car and within
that segment attempts to achieve a cost advantage. Thus it is able to focus on its
customer and provide a better service, thus better customer satisfaction. We shall
continue with this strategy as it aligns with our product. The company should
continue to leverage its customer focused image.
MARKETING PROGRAMMES

Read more: http://www.ukessays.co.uk/essays/business-theory/marutisuzuki.php#ixzz3G1onjnMZ

Maruti Suzuki India Limited (/maruttisuzuki/), commonly referred to as Maruti and formerly known
as MarutiUdyog Limited, is an automobile manufacturer in India.[8] It is a subsidiary of Japanese
automobile and motorcycle manufacturer Suzuki.As of November 2012, it had a market share of
37% of the Indian passenger car market.[9] Maruti Suzuki manufactures and sells a complete range of
cars from the entry level Alto, to the hatchback Ritz, Celerio, A-Star, Swift, Wagon R, Zen and
sedans DZire,Kizashi and SX4, in the 'C' segment Eeco, Omni, Multi Purpose vehicle
Suzuki Ertiga and Sports Utility vehicle Grand Vitara.