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 as-
The 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:

Maruti Udyog 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



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Maruti Suzuki India Limited (/maruti suzuki/), commonly referred to as Maruti and formerly known
as Maruti Udyog 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.