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Case
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Reference no. 507-180-1
Subject category: Marketing
Published by: IBS Research Center
Published in: 2007

Abstract

Maruti Udyog Ltd is one of India''s leading automobile manufacturers in the car segment, with a market share of over 60% in the car industry in the country. The term ''Maruti'', in popular Indian culture, is associated with the Maruti 800 model. Maruti''s product portfolio range - Zen, Alto, Wagon R, Gypsy, Esteem / Swift, Versa and the Baleno, are all backed by the inherent value proposition of high quality, fuel efficiency, and compared with the competition, low cost. Maruti Suzuki ranked highest in customer satisfaction in India for seven consecutive years, and also ranked at 91 in the Forbes'' list of the World''s Most Respected Companies. Zen was the second largest selling model of Maruti. Despite being the leader in the B2 segment, Zen was losing market share in India due to increasing competition. Even after its relaunch, Zen sales continued to decline. To reverse the declining sales trend in the competitive market, the company decided to phase out Zen and launch a new version. The case talks about the initiative taken by Maruti to reverse its declining sales.
Location:
Industry:
Other setting(s):
2004-2006

About

Abstract

Maruti Udyog Ltd is one of India''s leading automobile manufacturers in the car segment, with a market share of over 60% in the car industry in the country. The term ''Maruti'', in popular Indian culture, is associated with the Maruti 800 model. Maruti''s product portfolio range - Zen, Alto, Wagon R, Gypsy, Esteem / Swift, Versa and the Baleno, are all backed by the inherent value proposition of high quality, fuel efficiency, and compared with the competition, low cost. Maruti Suzuki ranked highest in customer satisfaction in India for seven consecutive years, and also ranked at 91 in the Forbes'' list of the World''s Most Respected Companies. Zen was the second largest selling model of Maruti. Despite being the leader in the B2 segment, Zen was losing market share in India due to increasing competition. Even after its relaunch, Zen sales continued to decline. To reverse the declining sales trend in the competitive market, the company decided to phase out Zen and launch a new version. The case talks about the initiative taken by Maruti to reverse its declining sales.

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Location:
Industry:
Other setting(s):
2004-2006

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