CHAPTER 1

1.1 Introduction

Maruti Udyog Limited

Maruti is India's largest automobile company. The company, a joint venture with Suzuki of
Japan, has been a success story like no other in the annals of the Indian automobile industry.
Today, Maruti is India's largest automobile company. This feat was achieved by the
missionary zeal of our employees across the line and the far-sighted vision of our
management.
The Company Mission: To provide a wide range of modern, high quality fuel efficient vehicles in
order to meet the need of different customers, both in domestic and export markets.

The Company Vision: We must be an internationally competitive company in terms of our

products and services. We must retain our leadership in India and should also aspire to be
among the global players.
Their focus is on:

Building a continuously improving organisation adaptable to quick changes

Providing value and satisfaction to the customer

Aligning and fully involving all our employees, suppliers and dealers to face
competition

Maximising Shareholder's value

Being a responsible corporate citizen

At Maruti, they have a clear perspective on manpower. They see it as a unique resource, in
the sense that optimal productivity of other resources depends largely on the way human
resources are utilised. The basic philosophy of management that underlies the Maruti culture
is that all employees of the company should be moulded into a team which then strives as
one, to achieve commonly shared company goals and objectives. To make this philosophy
tenable, the Company takes several initiatives. Inputs are sought from employees at all levels.
1

They believe that everyone should contribute to the formulation of company policies, goals
and objectives. Secondly, at Maruti, they encourage leadership in the best sense of the word.
According to us, a leader is one who must be impartial, must have the ability to rise above his
own subjectivity, and, most importantly, must practice what he preaches.
They understand that the process of creating a sense of belonging that all employees can
identify with is a lengthy one. To ensure that this translates into concrete reality, they have
taken several simple but specific and well thought out measures. The first step in this
direction has been the introduction of a common uniform for all employees. Another measure
is the creation of a common canteen where all employees have lunch, stand in common
queues, and sit on the same table. Common toilets, common transport and similar facilities
for all levels of employees are other measures that reinforce their emphasis on genuine
equality in the workplace.
At Maruti They do not believe in the notion of organisational hierarchies. As a matter of fact,
the management structure and systems in Maruti have been designed to promote
decentralisation of authority. Maruti has a horizontal management structure with only four
functional levels of responsibility to facilitate quicker decision making.
Another focus area of the Maruti culture is the maintenance of a smoothly functioning
communication network. Maruti believes that communication channels between labour and
management cannot simply consist of having a labour representative on the Board of the
Company. They have faith in the ability of labour to effectively participate in management
and make constructive suggestions. To encourage this, they ensure that there is a thorough
dissemination of information at all levels, through newsletters or via a letter from the Chief
Executive to all employees. Meetings with the Union are held regularly, and programmes
being contemplated by the Company are discussed with the Union. The Sahyog Samiti, a
collection of representatives of non-unionised employees, training programmes in Japan,
Quality Circles, productivity-linked incentive schemes, and an ethos of discipline and
teamwork, all contribute to the Maruti culture.
Several measures of performance have made amply clear that Maruti has established a truly
healthy work culture. They have met all project and performance targets since inception.
Their productivity levels are constantly improving. The Company has had good labor
relations with employees from the very beginning, and they have been successful in the
export market. Yet, the Maruti culture is one that does not believe in resting on its laurels.
2

They adhere to the spirit of Kaizen, which states that constant improvement is always
possible. The most basic tenet of productivity that they hold dear is that " Today should be
better than Yesterday and Tomorrow should be better than Today".
Maruti Udyog Limited (MUL) was established in Feb 1981 through an Act of Parliament, to
meet the growing demand of a personal mode of transport caused by the lack of an efficient
public transport system.
Suzuki Motor Company was chosen from seven prospective partners worldwide. This was
due not only to their undisputed leadership in small cars but also to their commitment to
actively bring to MUL contemporary technology and Japanese management practices (which
had catapulted Japan over USA to the status of the top auto manufacturing country in the
world).
A license and a Joint Venture agreement was signed between Government of India and
Suzuki Motor Company (now Suzuki Motor Corporation of Japan) in Oct 1982.
The objectives of MUL then were:
Modernization of the Indian Automobile Industry.
Production of fuel-efficient vehicles to conserve scarce resources.
Production of large number of motor vehicles, which was necessary for economic growth.
Core Value

Customer Obsession

Fast, Flexible and First Mover

Innovation and Creativity

Networking and Partnership

Openness and Learning

Vision
The leader in the India Automobile Industry, Creating Customer Delight and Shareholders Wealth; A
pride of India
3

Technological Advantage

We have introduced the superior 16 * 4 Hypertech engines across the entire Maruti Suzuki
range. This new technology harnesses the power of a brainy 16-bit computer to a fuelefficient 4-valve engine to create optimum engine delivery. This means every Maruti Suzuki
owner gets the ideal combination of power and performance from his car.
Our other innovation has been the introduction of Electronic Power Steering (EPS) in select
models. This results in better and greater maneuverability. In other words, our cars have
become even more pleasurable to drive.
Production/R&D

Spread over a sprawling 297 acres with 3 fully-integrated production facilities, the Maruti
Udyog Plant has already rolled out over 4.3 million vehicles. In fact, on an average, two
vehicles roll out of the factory every minute. And it takes on an average, just 14 hours to
make a car. More importantly, with an incredible range of 11 models available in 50 variants,
there's a Maruti Suzuki made here to fit every car-buyer's budget. And dream.

1.2 Objectives of the study

The main objective of the study is to recognize the sales of Maruti Suzuki India Ltd.
Special challenges that must be identified and addressed:

To know the segmentation and sales of Maruti Suzuki.

Along with this I am trying to assess companys performance compared with that of the
competition.

To know the way Maruti has segmented its cars

To know the monthly and yearly sales of Maruti Suzuki India Ltd.
To assess the records and improvement in the sales of various segments of the cars
offered.

To know the areas in which the dealers satisfy their customer and the areas that
they do not satisfy.

To come out with the conclusion and recommendations based on the analysis and
interpretation.

1.3 Limitations of the study.

Since the road to improvement is never ending, so this study also suffers from certain limitations.
Some of them are as follows:
1) Because of illiteracy, it was a time consuming method in which continuous guidance was required.
2) Questionnaire method involves some uncertainty of response. Co-operation on the part of
informants, in some cases, was difficult to presume.

3) It is possible that the information supplied by the informants may be incorrect. So, the
study may lack accuracy.
4) Lack of available and/or reliable data The information provided by various sources was
outdated and required a lot of effort.
5) Language barrier was another issue faced by me as some of the respondents did not know
the local language.
6) The data has been collected from Mumbai and there the perception of the people from the
smaller towns could not be judged.
7) Chances of some biasness couldnt be eliminated.
8) Time and cost constraints were also there.

CHAPTER 2
Literature Overview
Steffi Joseph (2015-2016) examines that the automobiles sector is compartmentalized in four
different sectors which are as follows:

Two-wheelers which comprise of mopeds, scooters, motorcycles and electric twowheelers

Passenger Vehicles which include passenger cars, utility vehicles and multi-purpose
vehicles

Commercial Vehicles that are light and medium-heavy vehicles

Three Wheelers that are passenger carriers and goods carriers.

The automobile industry is one of the key drivers that boosts the economic growth of the
country. Since the de-licensing of the sector in 1991 and the subsequent opening up of 100
percent FDI through automatic route, Indian automobile sector has come a long way. Today,
almost every global auto major has set up facilities in the country.

Austria based motorcycle manufacturer KTM, the established makers of Harley Davidson
from the US and Mahindra & Mahindra have set up manufacturing bases in India.
Furthermore, according to internal projections by Mercedes Benz Cars, India is set to become
Mercedes Benzs fastest-growing market worldwide ahead of China, the US and Europe.

As per the data published by Department of Industrial Policy and Promotion (DIPP), Ministry
of Commerce, Government of India, the cumulative FDI inflows into the Indian automobile
industry during April 2000 to October 2013 was noted to be US$ 9,079 million, which
amounted to 4% of the total FDI inflows in terms of US $. The production of compact
superbikes is also expected to take place in India. The country has a mass production base of
16 million two-wheelers and the several global as well as Indian bike makers are looking
forward to use it as an advantage in order to roll out sports bikes in the 250 cc capacity.

The world standing for the Indian automobile sector, as per the Confederation of the Indian
industry is as follows:

Largest three-wheeler market

7

Second largest two-wheeler market

Tenth largest passenger car market

Fourth largest tractor market

Fifth largest commercial vehicle market

Fifth largest bus and truck segment

However, the year 2013-2014 has seen a decline in the industrys otherwise smooth-running
growth. High inflation, soaring interest rates, low consumer sentiment and rising fuel prices
along with economic slowdown are the major reason for the downturn of the industry.

Except for the two-wheelers, all other segments in the industry have been weakening. There
is a negative impact on the automakers and dealers who offered high discounts in order to
push sales. To match the decline in demand, automakers have resorted to production cuts and
lay-offs, due to which capacity utilization for most automakers remains at a dismal level.

Despite the comprehensive market being under extreme burden, the luxury car market has
observed a robust double-digit hike during the year 2013-2014, as a result of rewarding new
launches at compelling lower price points. Further, with the measured increases in the price
of diesel, the overall market continues to shift towards petrol-fueled cars. This has led to the
growth in sales of the 'Mini' segment of the PV market by of 5.5%

Factors determining the growth of the industry

Fuel economy and demand for greater fuel efficiency is a major factor that affects
consumer purchase decision that will bring leading companies across two-wheeler and fourwheeler segment to focus on delivering performance-oriented products.
Sturdy legal and banking infrastructure
Increased affordability, heightened demand in the small car segment and the surging
income of the Indian population
India is the third largest investor base in the world
The Government technology modernization fund is concentrating on establishing
India as an auto-manufacturing hub.
Availability of inexpensive skilled workers
Industry is perusing to elevate sales by knocking on doors of women, youth, rural and
luxury segments
Market segmentation and product innovation
Employment Opportunities

There are a wide range of jobs available in the automobile industry in 2016. With the number
of vehicles available on the road today, the need and requirement for people who can fix
these machines is fast increasing. Careers like automobile technician, car or bike mechanics
are a great option. Becoming a diesel mechanic is also a significant alternative. Diesel
mechanics are responsible for repairing and servicing diesel engines. As they are also
required to repair engines of trucks and buses, other than cars, they are provided with hefty
wages.

If communication with people instead of repairing cars is what interests you, then you have
the opportunity of becoming a salesperson or sales manager in an automobile company.
Career opportunities in automobile design, paint specialists, job on the assembly line and
insurance of vehicles is also available.

Employment Trends

The Automotive Mission Plan for the period of 2006-2016 aims to make India emerge as a
global automotive hub. The idea is to make India as the destination choice for design and
manufacture of automobiles and auto components, with outputs soaring to reach US$ 145
billion which is basically accounting for more than 10% of the GDP. This would also provide
further employment to over 25 million people by 2016 making the automobile the sunrise
sector of the economy.

According to the Confederation of Indian Industry, the automobile sector currently employs
over 80 lac people. An extension in production in the automobile industry is forecasted, it is
likely to rise to Rs. 600000 crore by 2016.

Future Trends in the Automobile Industry

As the auto-shows starts in February 2016, the industry promised a blend of technology and
auto motives. With the recession trend breaking its leashes form the past two years, 2016 is
expected to get back on track with the sales of automobiles in the country.

Almost Self-governing cars are predicted to be on the streets by 2020

More than half the cars on the streets are going to be powered by diesel by 2020

10

Industry watcher Gartner indicates that 30 percent of motorists want parking info. The
facility is likely to come up after glitches in the infrastructure catch up.

High Performance Hybrid cars are likely to gain greater popularity among consumers.

The Indian automobile industry has a prominent future in India. Apart from meeting the
advancing domestic demands, it is penetrating the international market too. Favored with
various benefits such as globally competitive auto-ancillary industry; production of steel at
lowest cost; inexpensive and high skill manpower; entrenched testing and R & D centers
etc., the industry provide immense investment and employment opportunities.

11

Chapter 3
Research Methodology
The purpose of methodology section in the report making is to describe the research process
that is followed while doing the main part. This would however include the research design,
the sampling procedure, and the data collection method. This section is perhaps difficult to
write as it would also involve some technical terms. The methodology followed by during the
preparation of the report was:

Research Design
A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data.
Research Instrument
For doing the survey research, structured questionnaire with both open-ended and closedended questions was used.
Mode of Survey
The mode of survey was personal interview with the respondents during the filling up of the
questionnaires.

Personal Visits
As a part of the analysis, it was necessary to visit the dealers of Maruti Suzuki, as it would
always help me knowing the sales of different dealers. I visited different dealers and asked
different questions which are formatted in the questionnaire.
DATA SOURCES
Primary Data Primary data is that kind of data which is collected directly by the investigator himself for the
purpose of the specific study. Primary Data is collected by the investigator through interviews
of company employees, vendors, distributor etc. Data such collected is original in character.
The advantage of this method of collection is the authentic. A questionnaire of about 50
questions was made and it was given to the dealers to fill it up for our research. The research
was a kind of conclusive research as it helps in the testing of hypothesis. The method of
sampling was the Random method as it is unbiased.
12

13

Secondary Data When an investigator uses the data that has been already collected by others, is called
secondary data. The secondary data could be collected from Journals, Reports, libraries,
magazines, fair & conference and other publications. The advantages of the secondary data
can be It is economical, both in terms of money and time spent .The researcher of the report
also did the same and collected secondary data from various internet sites like
www.google.com, www.marutisuzuki.in, and many more. The researcher of the report also
visited various libraries for collection of the introduction part.

SAMPLE DESIGN:
While developing a sample design, following points should be kept in mind:

Sampling unit:
A decision has to be taken concerning a sampling unit before selecting sample. Sampling unit
may be a geographical one such as state, district, village etc. or a construction unit such as
house, flat etc. or it ,may be as social unit such as family, club, school etc. or it may be an
individual . The researcher will have to decide one or more of such units that he has to select
for his study

Size of the sample:

This refers to the number of items to be selected from the universe to constitute a sample.
This is a major problem before a researcher. The size of the sample should be neither is
excessively large, nor too small. It should be optimum.
An optimum sample is one which fulfils the requirements of efficiency, representatives,
reliability and flexibility

14

15

Chapter 4
Classification and Tabulation of data.
Maruti Suzuki India Ltd. offers a wide range of product which are classified as
follows.
Maruti Suzuki offers 3 new car models in Midsize segment, 7 in Small segment, 6 in Utility
segment in India.

Product offerings from Maruti Suzuki India Ltd. (MSIL)

16

This is latest product offering from MSIL. The Vitara Brezza.

The Vitara Brezza is being offered only with the 1.3-litre turbocharged four cylinder engine
from the Swift but with the 89bhp setup as seen in the Maruti Ciaz. The engine will power
the front wheels through a five-speed manual transmission. The Vitara Brezza is a crossover
SUV, a soft-roader, but offers 198mm of ground clearance.

17

Sales chart of Maruti Suzuki Vitara Brezza - (Fig 1)

18

Maruti Suzuki Ertiga.

Coming to the powertrain, there are no changes to the petrol versions of the Ertiga facelift. It
continues to derive power from the 1.4-litre petrol engine producing 94bhp and 130Nm of
torque. However, apart from the five-speed manual transmission, the VXi version is also
available with the four-speed automatic transmission. The official fuel efficiency of the petrol
MT is 17.05kmpl
The diesel variants of the Ertiga are mated to the SHVS (Smart Hybrid Vehicle by Suzuki)
technology that improves the efficiency by 10 per cent to 15 per cent. Apart from the 1.3-litre
Fiat Multijet diesel engine producing 89bhp of power and 200Nm of torque, the car gets a
larger battery, regenerative braking and Integrated Starter Generator (ISG). This powers the
engine start-stop function every time the car comes to halt in traffic and also assist in
developing bottom-end torque. The ARAI fuel efficiency of the new diesel engine is
24.52kmpl.

19

Sales chart of Maruti Suzuki Ertiga (Fig 2)

20

Maruti Suzuki Ciaz.

The petrol versions of the Ciaz continue to use 1.4-litre K-series petrol engine producing
94bhp and 134Nm of torque. While there is no difference in the diesel engine either, it now
gets Integrated Starter Generator (ISG), larger battery and braking energy recuperation. The
larger battery is charged by the brakes, which help in engine start-stop, also the battery assists
the crank in developing torque and takes some load of the engine. The Ciaz hybrid has ARAI
rated efficiency of 28.09kmpl, making it the most efficient car in the country. The petrol
model continues to return 20.79kmpl. The diesel engine comes coupled with the five-speed
manual gearbox, the petrol on the other hand is available with a five-speed manual and fourspeed automatic transmission.

21

Sales chart of Maruti Suzuki Ciaz (Fig 3)

22

Maruti Suzuki Ritz.

Engines
1197 cc, Petrol, 85 bhp @ 6000 RPM power
1248 cc, Diesel, 73 bhp @ 4000 RPM power

23

Sales chart of Maruti Suzuki Ritz (Fig 4)

24

Maruti Suzuki Swift.

The Maruti Suzuki Swift continues to employ the 1.2-litre petrol mill and the 1.3-litre
Multijet diesel engine. The former produces 85bhp/114Nm while the latter does
74bhp/190Nm. Both engines are mated to a five-speed manual gearbox. Maruti Suzuki is
expected to offer an AT transmission for the Swift in 2015 making it a highly competitive
offering in the segment.

25

Sales chart of Maruti Suzuki Swift (Fig 5)

26

Maruti Suzuki S Cross.

Maruti Suzuki has introduced their latest crossover SUV - the S-Cross.
Engines
1248 cc, Diesel, 89 bhp @ 4000 RPM power
1598 cc, Diesel, 118 bhp @ 3750 RPM power

27

Sales chart of Maruti Suzuki Scross (Fig 6)

28

Maruti Suzuki Alto K10.

The Alto K10 gets the 1.0-litre three pot K10B petrol mill which produces 67bhp and 90Nm
of torque. Power is sent to the front wheels via a five-speed manual. Maruti is now also
offering the five-speed AMT from the Celerio in the K10. This seemed like a logical step as
this is same engine powering the former. The same 1.0-litre engine is also being offered with
CNG compatibility.

29

Sales chart of Maruti Suzuki Alto K10 (Fig 7)

30

Maruti Suzuki Omni.

The engine is mounted underneath the front seats and powers the rear wheels.
Engines
796 cc, Petrol, 34 bhp @ 5000 RPM power

31

Sales chart of Maruti Suzuki Omni (Fig 8)

32

Maruti Suzuki Eeco.

All the variants of the Eeco are powered by a 1.2-litre petrol engine which gives a power
output of 73bhp at 6,000rpm and a torque of 101Nm. This engine is mated to a five-speed
manual gearbox with Diagonal Shift Assistance (DSA) that powers the rear wheels. The
engine is positioned in the middle, which improve the dynamics of the car. The 1196cc
engine boasts of many technologies like engine management system which enhances
performance as well as fuel efficiency. The ARAI fuel efficiency figures are 15.1 kmpl for
petrol and about 20 kmpl for CNG.

33

Sales chart of Maruti Suzuki Eeco (Fig 9)

34

Maruti Suzuki Alto 800.

The car gets a new 800cc petrol engine, which is BSIV compliant and delivers a fuel
economy of 24.7kmpl, 9 per cent more than the previous engine. The base version of the Alto
800 doesnt even have an air conditioner. Maruti Suzuki also offers a CNG variant with many
buyers opting for premium models over entry-level cars for the diesel or alternative fuel
options. With CNG, the Alto is expected to run 33.44km per kg, an improvement of 10 per
cent.

35

Sales chart of Maruti Suzuki Alto 800 (Fig 10)

36

Maruti Suzuki Swift Dzire.

The engine is the famed 1.3-litre Fiat Multijet unit. So, no problem there. It only makes
74bhp and 190Nm of torque under the Dzires hood. It is the automated manual transmission
or AMT that the Dzire is mated to that takes some of the fun out of driving
Engines
1197 cc, Petrol, 83 bhp @ 6000 RPM power
1248 cc, Diesel, 74 bhp @ 4000 RPM power

37

Sales chart of Maruti Suzuki Swift Dzire (Fig 11)

38

Maruti Suzuki Wagon R.

The car is now powered by a new K10B series engine, which obviously is BS-IV spec to
meet with current emission regulations. Its a three cylinder 998cc power plant that puts out
all of 67Bhp at 6200rpm and 90Nm of torque at 3500rpm. This engine is not just BS-IV but is
also E10 (Ethanol 10% mix) compliant, making it more environmentally friendly.

39

Sales chart of Maruti Suzuki WagonR (Fig 12)

40

Maruti Suzuki Baleno.

The petrol versions of the Baleno are powered by the 1.2-litre K-Series VVT engine
developing 83bhp and 115Nm of torque. The fuel efficiency of the engine is officially rated at
21.4kmpl and it is available with a choice of a five-speed manual or the CVT automatic
transmission. The diesel engine is the same 1.3-litre multijet from the Swift producing 75bhp
and 190Nm of torque. It uses the five-speed manual gearbox and has a claimed fuel
efficiency of 27.39kmpl.

41

Sales chart of Maruti Suzuki Baleno (Fig 13)

42

Maruti Suzuki Celerio.

It has a 1 Litre 3 cylinder petrol engine which produces 67 bhp and 90 nm of torque and churns out an
average of 23.1 Kmpl.

43

Sales chart of Maruti Suzuki Celerio (Fig 14)

44

Maruti Suzuki Sting Ray.

This B-segment hatchback is powered by 1.0-litre three-cylinder petrol engine from the
Wagon R that develops 67bhp and 90Nm of torque. The engine is mated to five-speed manual
gearbox powering the front wheels and has an ARAI approved efficiency of 20.51kpl.
Although the length of the Stingray is more compared to Wagon R, it is due to the cosmetic
upgrade and the cabin space remains the same.

45

Sales chart of Maruti Suzuki Wagon R Stingray (Fig 15)

46

Maruti Suzuki Gypsy.

1298 cc, Petrol, 80 bhp @ 6000 RPM power

16 products are offered to its various customers all over India.
Prices of the above mentioned products are as followed (ex showroom - Mumbai).

47

Sales chart of Maruti Suzuki Gypsy (Fig 16)

48

Product

Price in Lakhs (Ex Showroom Mumbai)

Alto 800

2.68 L onwards

Omni

2.89 L onwards

Alto K10

3.52 L onwards

Eeco

3.53 L onwards

Celerio

4.28 L onwards

Wagon R

4.36 L onwards

Ritz

4.62 L onwards

Stingray

4.88 L onwards

Swift

4.96 L onwards

Baleno

5.55 L onwards

Swift Dzire

5.60 L onwards

Gypsy

5.68 L onwards

Eritga

5.81 L onwards

Vitara Brezza

7.64 L onwards

Ciaz

8.09 L onwards

S Cross

8.59 L onwards

49

Chapter 5
Analysis and Interpretation of data

50

Market leader Maruti Suzuki has registered a growth of 13.91 per cent by
selling 1,25,764 units in July 2016 as compared to 121,712 units in July
2015. This includes 1, 14,426 units in the domestic market and 11,338 units
of exports.
Company also claims this is its highest ever sales in a month in the
domestic market. The Utility vehicle segment which is heavily dominated by
the company's latest SUV Vitara Brezza and other cars like the SCross registered a 151.3 per cent growth by selling over 17 thousand units
in July 2016 as compared to 6916 units in July 2015.
51

The compact segment compromising of Swift , Ritz , Baleno and Celerio also
saw an increase of 4.1 per cent YoY as the company sold 50,362 units in this
segment as compared to 48,381 units same month last year.

Overall in the FY 2016-17 from the period April 2016 to July 2016 the company sold
4,48,118 units in the domestic market registering a YOY growth of 7.7 per cent the
company sold 4,16,099 units same period last financial year.
Maruti Suzuki's Exports saw a marginal increase by 0.3 per cent in July 2016 by
exporting 11,338 units but overall exports this Financial year from April-July 2016 saw
a major decline by -20.2 per cent by exporting 37,441 units as compared to 46,942
units in April-July 2015.

52

Sales charts analysis and interpretation.

Fig 1 - Vitara Brezza sold 10,232 units in July 2016 and outnumbered all of its competitors in
its segment.
Fig 2 - Ertiga sold 6,625 units in July 2016 outnumbering all of its competitors in its segment.
Fig 3 - Ciaz sold 6,544 units in September 2016 outnumbering all of its competitors in its
segment.
Fig 4 - Ritz sold 4,682 units in June 2016 and has seen a decrease in sales ever since.
Fig 5 - Swift is one of the highest selling Maruti Suzuki product till date and breaks all
records of sales in its segment by selling 16,746 units in September 2016.
Fig 6 - Scross sold only 110 units in June 2016 and has seen a drastic increase in sales by
selling 2,230 units in September 2016.
Fig 7 - Alto K10 sold 11,431 units in October 2015 and has almost tripled its sales to 27,750
units in September 2016.
Fig 8 - Omnis highest sales was recorded in July 2016 with 8,564 units which is the highest
in its segment.
Fig 9 - Eecos highest sales was recorded in October 2015 with 6,861 units and has
maintained its sales with 6,475 units in September 2016.
Fig 10 - Alto 800 went from selling 11,430 units in October 2015 to 27,750 units in
September 2016 which is exactly the number of units sold of Alto K10.
Fig 11 - Swift Dzire sold 24,502 units in October 2015 and has seen a downfall since by
selling 18,961 units in September 2016.
Fig 12 - Wagon R sold 16,645 units in September 2016 which is more than double from what
it sold last year.
Fig 13 - Baleno recorded its highest sales in September 2016 with 10,623 units.
Fig 14 - Celerio sold 8,859 units in March 2016 and the numbers have been decreasing with a
sales of 5,452 units in September 2016.
Fig 15 - Stingray sold 7,367 units in October 2016 and the sales have been nil from May
2016 September 2016.
Fig 16 - Gypsy sold 1,187 units in December 2016 and the numbers have decreased to 380 in
September 2016.

53

Chapter 6
PEST ANALYSIS
In order to understand the conditions under which the Maruti products were launched in the
Indian market, its necessary to analyse the factors that influenced its effectiveness.

Political Conditions

Maruti Suzuki entered India when liberalization was at its peak. As a result, everyone

was very open to the idea of foreign companies collaboration (Maruti India + Suzuki Japan)
setting up base in India.

The government insisted on the Companies using 70% local content in the

manufacture of the cars as they would have generated tremendous revenue for India. Maruti
Suzuki achieved this in a very short time.

A positive EXIM policy also has helped Maruti Suzuki to boost its top line with

Exports of Maruti Suzuki products to other countries.

Economic Conditions

The economic conditions during the launch of Maruti Suzuki were very relaxed and

liberal. Maruti Suzuki was launched when the country had just opened its doors to
liberalization. So there were no strict norms or bylaws that the company had to adhere by.

The resources available in India were utilized by the multinationals (Suzuki), which

generated considerable revenue for the government.

A booming banking sector and a phenomenal growth in Auto Loans market has made

Maruti Suzuki more affordable.

Social Conditions

A rise in Middle class and concept of small nuclear families has propelled a demand
of B-Segment cars. Maruti Suzuki provides an exact choice for this demand leading to its
high growth.

54

Technological Conditions
Since Maruti Suzuki manufacturers everything from the smallest of screws to the biggest of
machines in its factory it is able to maintain the efficiency of the machines. Maruti Suzuki
therefore manufactures cars under best of conditions with the best of machinery. As a result,
the cars manufactured are of top quality.

55

Chapter 7

SWOT Analysis
Maruti Suzuki is the market leader in India and has an amazing brand equity. Maruti is
known for the service it provides and is synonymous with Maruti 800 the longest running
small car in India. Here is a SWOT of Maruti Suzuki, its strengths, weaknesses, opportunities
and threats.

Strengths in the SWOT analysis of Maruti Suzuki

Maruti Udyog limited (MUL) is in a leadership position in the market with a market
share of 48.74
Major strength of MUL is having largest network of dealers and after sales service
centres in the country.
Good promotional strategy is adopted by MUL to transfer its thoughts to the people
about its products.
Maruti Suzuki recorded highest number of domestic sales with 9, 66,447 units from
and 7, 65,533 units in the previous fiscal. It recently attained the 10million domestic sales
mark.
Strong Brand Value and Loyal Customer Base are big strengths for MUL
There are around 15 vehicles in Maruti Product portfolio. Has good product lines with
good fuel efficiency like Maruti Swift, Diesel, and Alto etc.
Alto still beats the small car segment with highest number of sales
MUL is the first automobile company to start second hand vehicle sales through its
True-value entity.

56

MUL has good market share and hence its after sales service is a major revenue
contributor.

57

Weaknesses in the SWOT analysis of Maruti Suzuki

Low interior quality inside the cars when compared to quality players like Hyundai
and other new foreign players like Volkswagen, Nissan etc.
Government intervention due to having share in MUL.
Younger generations started getting a great affinity towards new foreign brands
The management and the companys labour unions are not in good terms. The recent
strikes of the employees have slowed down production and in turn affecting sales.
Maruti hasnt proved itself in SUV segment like other players.

Opportunities in the SWOT analysis of Maruti Suzuki

MUL has launched its LPG version of Wagon R and it was a good move
simultaneously
MUL can start R&D on electric cars for a much better substitute of the fuel.
Marutis cervo 600 has a huge potential in tapping the middle class segment and act as
a strong threat to Nano
New DZire from Maruti will capture the market share and expected to create the same
magic as Maruti Esteem(currently not available)
Export capacity of the company is giving new hopes in American and UK markets
Economic growth of the country is constantly increasing and the government is
working hard to increase the GDP to double digit.

Threats in the SWOT analysis of Maruti Suzuki

MUL recently faced a decline in market share from its 50.09% to 48.09 % in the
previous year(2011)
Major players like Maruti Suzuki, Hyundai, and Tata has lost its market share due to
many small players like Volkswagen- polo. Ford has shown a considerable increase in market
share due to its Figo.
Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing major threats
to its respective competitors segment
China may give a good competition as they are also planning to enter into Indian car
segment
58

Launch of Hyundais H800 may result in the decline of Alto sales

59

Chapter 8
8.1Findings.
THE PRODUCTION PROCESS AT MARUTI

STEEL COILS

BLANKING

PRESSING

WELDING

PAINTING

FROM
VENDORS

ASSEMBLY

VEHICLE INSPECTION

TEST RUN

SUPPLY & DISPATCH

60

FROM
VENDORS

FROM
VENDORS

Sales
Car Manufacturer Sales MIS for May 2016

Best Performing Cars in India Market in May 2016 (Sales Numbers)

Hatchback: Maruti Alto 800, Wagon R, Swift, Renault Kwid, Hyundai Grand i10
Premium Hatch: Maruti Baleno, Hyundai Elite I20
Compact Sedan: Swift Dzire, Hyundai Xcent
Mid Sedan: Honda City, Maruti Ciaz
SUV Range: Maruti Vitara Brezza, Ford Eco sport, Hyundai Creta
Utility: Maruti Ertiga, Toyota Innova Crysta

Manufacturer Wise Sales Performance Report for May 2016

Below is the Sales MIS Performance Report for May 2016 based on Domestic Sales in
India

Passenger Cars Sales in India

Growth / DE
growth

May 2016 Sales

May 2015 Sales

Maruti Suzuki

10.6%

1.13 Lakh

1.03 Lakh

Hyundai India

10.4%

41351

37450

Mahindra & Mahindra

8%

19635

18135

Toyota Kirloskar

6%

12200

11511

Honda Siel Cars

(25.88%)

9954

13431

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Tata Motors

(23%)

8617

11138

Renault India

132%

8343

3601

Ford India

22.3%

5780

4726

Volkswagen

(14%)

3591

4175

Nissan with Datsun

(5%)

3506

3682

Chevrolet India (General Motors)

(20%)

2615

3288

Market Share Report of Car Companies as on 2016.

Manufacturer

Market Share percentage

Maruti Suzuki

49.19%

Hyundai India

17.93%

Mahindra & Mahindra

8.51%

Toyota Kirloskar

5.29%

Honda Siel Cars

4.32%

Tata Motors

3.74%

Renault India

3.62%

Ford India

2.51%

Volkswagen

1.56%

Nissan with Datsun

1.52%

Chevrolet India

1.13%

Skoda

0.39%

Fiat

0.22%

Mitsubishi

0.09%

- Maruti Suzuki continues to rule the Indian Automobile Industry with a market share of
almost 50%.
- The company has introduced new products to increase its market share.
- Premium utility vehicles have been introduced in the new NEXA showrooms which
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contribute to its overall sales.

- The Vitara Brezza and Baleno continue to be the best seller in their segments.

63

Sales march for most carmakers in last month of FY2015-16

Maruti Suzuki India and Hyundai Motors India, the top two carmakers in the country, have
set the tempo for last month, both clocking handsome sales for the month and the overall
fiscal year. Joining them in the sales spree is Mahindra & Mahindra.

For the just-ended 2015-16 fiscal year, the sales figures of the top three passenger vehicle
(PV) makers in the country indicate that the Indian PV industry seems to be on track for
posting healthy growth. Maruti Suzuki India and Hyundai Motor India, the top two players in
the country, reported their best-ever domestic sales for the fiscal ended March 31, with
growth of 11.5% and 15.1% respectively. Third in terms of market share and the largest UV
maker in the country, Mahindra & Mahindra also reported a 6% rise in sales after two
consecutive double-digit declines in the last two fiscals. As of February, the top three
manufacturers constituted 72.61% share in the PV market. During FY 2014-15, the top three
manufacturers in the country Maruti Suzuki India, Hyundai Motor India and Mahindra &
Mahindra had sold a total of 1,815,338 units. In 2015-16, these manufacturers have sold
2,026,282 units, registering a YoY growth of 11.62%. A slew of product launches, softening
interest rates and benign fuel prices played a big role in driving consumer demand for
passenger vehicles throughout 2015-16. However, a challenging regulatory environment and
fluctuating policy decisions during the last quarter of the fiscal did cap the overall growth
potential for the industry.

Heres looking at how some PV makers fared in March 2016.

Maruti Suzuki India sold 118,895 units in March 2016, up 14.6% year on year (March
2015: 103,719) with new models like the Baleno and Vitara Brezza making their impact.
While the entry level duo of the Alto and Wagon R sold 36,678 units, down 8.7 percent
(March 2015: 40,159), the compact car quintet of the Swift, Ritz, Dzire, Celerio and Baleno
sold 46,786 units, up 20.9 percent (March 2015: 38,710). Demand for the premium Ciaz
sedan is on the rise, having sold 5,480 units, up 28.9 percent (March 2015: 4,251). Another
solid contribution came from Marutis UVs the Gypsy, S-Cross, Ertiga and Vitara Brezza
which together sold 13,894 units, up 123.4% YoY (March 2015: 6,218) and also the Omni
and Eeco vans, which sold 12,896 units, up 9.6 percent (March 2015: 11,768).

With this, the company has ended 2015-16 with its highest-ever sales of 1,305,351 units, a
growth of 11.5% YoY in the domestic market (2014-15: 1,170,702). Yet another high is that,
for the fourth year in a row, the top four best-selling models in in the country are from Maruti
cars: the Alto, Dzire, Swift and the Wagon R. On the export front too, the carmaker has

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notched its highest numbers yet: 123,897 units, up 1.8% (2014-15: 121,173).

65

8.2 Recommendation and Suggestion

Maruti Suzuki has surely dominated the Indian car industry for decades now and they cant
seem to stop or move backward. They have moved nothing but forward with new products
and better offerings to attract their customers and other potential buyers.
Since the competition from other car companies are growing in India, Maruti sure needs to
take some measures to be in the top position. I would personally recommend Maruti Suzuki
to concentrate more on the build quality of the cars they offer. The rattling noise inside some
of its products needs to be fixed. They should try and provide new styled interiors for their
premium offerings.
Comfort and Handling must be improved to be on par with other competitors. They must not
only attract customers but be able to make people change their brands and switch to Maruti.
Better suspension would definitely increase the sale in India.
The following suggestions need to be followed to attain the perfect balance :- Better electricals
- Better handling
- Better ride quality
- Fresh interiors
- New features
- Upgraded suspensions.

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8.3 Conclusion
Maruti Udyog Ltd., a joint venture between the Government of India and the Suzuki Motor
Corporation of Japan was Indias largest automobile company in 2005. It operated in the
passenger vehicle market and manufactured affordable and fuel efficient cars for the Indian
masses. Maruti 800 was its flagship small sized car and was the bestselling car in India since
decades. In 2005, Suzuki launched their global car Swift in international markets and later
in India. Swift was the first stylish compact car from the stable of Maruti and was a
differentiator from its earlier products. The launch of Swift had brought Maruti in lime-light
and various global international automobile manufacturers announced their plans to boost
their investments in India and launch competing cars. The competition was expected to
intensify to grab the burgeoning customer base.
The Indian car market currently appears to be at a crossroads, where car marketers are
attempting to change customer perceptions of their brands and where specific buying
motivations appear to be replacing generalities.
This meanwhile is quite unlike the west where buyers consider aesthetics, comfort and safety,
not necessarily in that order, before finalizing a purchase. Its smarter to think about
emotions and attitudes, if marketers are to do a better job of marrying what a car offers to the
consumers image of the offerings.
The mindset of the Indian consumer is such that he is delighted if he buys a pen a little
cheaper than his neighbor. Things are, however, slowly changing and customers at the upper
end of the market are now ready to pay more for more. I hope that this approach will soon
enter the small car segment, maybe not with the same intensity.
Success will largely be determined to the extent a company can differentiate itself in terms
of intangibles that go with a car. Thus, success could well hinge on the best of bundle of
services that a carmaker can provide. Maruti Suzuki grew from zero to the 500,000 mark and
the number One sales spot in India in just five years. Looking at the present scenario it can be
said that though there is lot of competition in the auto world Maruti Suzuki is picking up
well.

67

Bibliography.

1) http://www.autocarpro.in/analysis-sales/india-sales-analysis-march-2016-11039/page/2?
id=11039
2) www.carwale.com
3) http://www.mycarhelpline.com
4) http://www.ibef.org/industry/india-automobiles.aspx
5) http://www.tradingeconomics.com/india/car-registrations
6) http://www.siamindia.com/statistics.aspx?mpgid=8&pgidtrail=9
7) http://www scribd.com
8) http://www autocarindia.com
9) http://www Autoportal.com
10) http://www Marutisuzuki.com

68

ANNEXURE
QUESTIONNAIRE
NAME OF THE DEALER: Excell Autovista Ltd.
ADDRESS: 257, Swami Vivekananda Rd, Bandra West, Next to Shroff Eye Hospital,
Mumbai, Maharashtra 400050

1.

From how many years are you selling Maruti Suzuki cars?
a)

More than 2 years

c)

More than 10 Years

2.

b)

More than 5 Years

Which segments of cars you are selling more?

a)

b)

c)

d)

e)

b)

No

3.

What is reason behind it?

4.

Is customer price sensitive?

a)

5.

Yes

What is competitive advantage of Maruti Suzuki over other cars companies?

a)

Price

b)

Quality

c)

After sales service

d)

other

6.

Which version is the customer prefer more?

a)

Petrol

c)

LPG or GAS

b)

Diesel

69

7.

Why customer does not prefer other segments?

8.

What is its sales position of Maruti Suzuki?

a)

Going up

c)

Remains constant

b)

Going down

9.

What is the reason Maruti has less models in the segment D and E.?

10.

Any suggestion or recommendations for MSL

70

PART B
1) Organization :i) Why was it selected?
- Excell Autovista Pvt Ltd was selected because it is one of the biggest authorized dealership
of Maruti Suzuki cars in Mumbai.
- It was also selected to study the sales pattern of various cars and understand the process of
selling.
- I also wanted to know more about the cars offered by Maruti Suzuki and the Automobile
Industry.
- Since Maruti Suzuki is the largest selling car brand in India, it gave me an opportunity to
meet and handle many different types of customers which boosted my self-confidence and
helped me with my communication skills at various levels.

ii) Work culture of the organization.

- The work culture of Excell Autovista provides genuinely equal opportunities, a sense of
team spirit that goes right down to a common lunchroom, to a feeling of oneness as senior
managers and their teams sit together in an open.
- Wall-free environment offers an uncommon place to work and excel.
-Employees here are fast and flexible, resilient and responsive, as well as decisive and
responsible. It is a place where your voice will be heard and valued.
Across history, the people have made Maruti Suzuki a company ready to meet the challenges
of the dynamic auto market. Employees at Excell Autovista value discipline and punctuality,
and obsess over maintaining a safe and healthy work environment.
-Maruti Suzuki recruitment drives have chosen people with an obsession to delight
customers.
-Beyond the work place, the company creates ample opportunities for growth, sports and
adventure from motorsport to social volunteering with communities the entire gamut
helps give an all-round perspective of life.
-If your ambition is to make a mark in the Indian auto industry, there can be no better
platform than to start with a Maruti Suzuki job.

iii) What type of organization?

- Excell Autovista Pvt Ltd is an authorized dealership of Maruti Suzuki India Limited.
- Maruti Suzuki India Limited is an automobile manufacturer in India. It is a subsidiary of
Japanese automobile and motorcycle manufacturer Suzuki Motor Corporation.
- As of January 2016, it had a market share of 47% of the Indian passenger car market.
- Maruti Suzuki manufactures and sells popular cars such as the Ertiga, Alto, Swift, Zen,
71

Celerio, Swift DZire, SX4 and Omni.

-The company is headquartered at New Delhi.
-In February 2012, the company sold its ten millionth vehicle in India.
iv) Organization structure.

v) Types of products and services offered by the organization.

- There are 16 products offered by Excell Autovista which are as follows:1) Maruti Suzuki Alto 800
2) Maruti Suzuki Omni
3) Maruti Suzuki Eeco
4) Maruti Suzuki Alto K10
5) Maruti Suzuki Celerio
6) Maruti Suzuki Wagon R
7) Maruti Suzuki Ritz
8) Maruti Suzuki Stingray
9) Maruti Suzuki Swift
10) Maruti Suzuki Baleno
11) Maruti Suzuki Swift Dzire
12) Maruti Suzuki Gypsy
13) Maruti Suzuki Ertiga
14) Maruti Suzuki Vitara Brezza
15) Maruti Suzuki Ciaz
16) Maruti Suzuki Scross

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- The services offered by Excell Autovista are as follows:1) Sale of new Maruti cars
2) Car loans from Maruti Suzuki
3) Sale of genuine Maruti Suzuki accessories
4) Sale of used cars
5) Top up loan on used cars
6) Maruti Suzuki authorized service
7) Financial assistance for new and used cars.
8) Car exchange program
9) Car insurance and Renewal
10) Maruti Suzuki authorized driving schools.

73

2) Learning objectives
- The professional internship is intended to provide a learning opportunity for us to apply
our knowledge and skills acquired in the classroom to a professional context, understand
what skills are transferable to new contexts, identify and understand the practices and
protocols of the organization, successfully reflect on the quality of the contribution they
have made to the organization, refine and reassess their own career goals as a result of the
experience.
The learning objectives are defined as follows:- Creative Skills: Learn the new technology or apply existing knowledge in new ways,
create work based on the needs of employer; gain new skills and experience with new
media or other tools that will build your resume or portfolio.
- Professional Skills: Learn professional skills by participating in a professional work
environment; observe and gain understanding of office hierarchies and be able to define
effective and efficient practices, develop a mentoring relationship and a professional
network, accomplish tasks or participate in projects that will showcase your skills and
also be utilized in resume and portfolio building, observe professional etiquette including
dress code and proper methods of communication.
- Communication Skills: Gain writing and verbal communication skills; gain ease in
talking with clients and co-workers; gain experience and confidence in expressing ideas,
practice listening and internalizing/accepting criticism and utilization of positive
feedback.
- Industry Awareness: Learn how a particular industry works; learn how various
companies differ from one another, gain understanding of different consumer markets.

74

3) Work done by the student Department, product handled, timing.

- The duration of my internship at Excell Autovista was from 1st April 2016 to 30th May
2016.
- I was interning in the sales department of the dealership.
- Products handled by me were all the Maruti Suzuki cars. I mainly had to show
brochures to the customers along with the on road prices.
- I had to go on test drives with the customers and provide an overview of the cars.
- I solved many of their queries related to the products offered.
- I provided them with the information on Maruti Suzuki products and advised them over
their confusions.
- I gave the customers other valuable information like the Insurance Premium, Maruti
Genuine Accessories etc.
- The office hours were from 9:30 a.m. to 8 p.m. Monday Saturday.

75

4) Department visited and observation about the department.

- The department I visited was the sales department.
- There are various observations about the sales department, they are as follows:1) All the sales executives handle their own customers and help each other with the
targets needed to achieve
2) We faced many different types of customers every day and needed to change the style
of communication for them.
3) Many customers did not have any information about the product they wanted to buy
and hence we provided them with all the information and solved all their queries.
4) Goals were needed to be achieved by each sales executive.
5) Promotion is an important part of sales.

76

5) Experience and Objectives

- I chose to do an internship at Excell Autovista Pvt Ltd because I knew it was a great
organization that reaches out to all types of people. It has a broad range of customers and I
believe the various services they provide help target all of those different needs.
- I was encouraged by former interns to do my internship at Excell Autovista. I chose this
organization because it offers a wide variety of experiences through diverse departments. I
wanted a well-rounded experience that would help me accomplish my goals.
- I chose this internship because of the impressive reputation Maruti Suzuki has created for
itself. Maruti Suzuki had a lot of opportunities that I could experience that other companies
could not offer.
- Hence my overall experience at Excell Autovista was amazing.
Objectives that I achieved during my time at the organization are as follows:- Communication Skills- My communication skills got much better than it ever was due to
dealing with various diverse types of customers each day. It has helped me a lot in various
other fields too.
- Selling- Since the department I worked under was selling, I learned a lot about this
department and certainly more than I couldve learned at other organizations.
- Customer handling- I learned how to handle different types of customers on different
events.
- About the company- I got to know a lot about the Automobile Industry and Maruti Suzukis
contribution towards it.

77

78