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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2015-05-12编辑:felicia点击率:31114
论文字数:11529论文编号:org201505082019378082语种:英语 English地区:爱尔兰价格:免费论文
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摘要:这篇论文主要介绍了印度汽车行业的发展,通过了解印度汽车行业的发展状态分析印度的经济发展。
A CRITICAL ANALYSIS OF MARKETING STRATEGY OF MARUTI SUZUKI
Strategy and timing are the Himalayas of marketing. Everything else is the Catskills. - Al Ries
Maruti has been successful in capturing the car market because of the excellent product it has produced. The market research conducted by Maruti Suzuki showed that Indian cars were overcrowded, with turbans and sarees to be accommodated. The idea was to create a voluminous compact car. The 'tall boy' model was taken from the A to z and it was redesigned to meet Indian conditions. The car also gives high mileage. The engine delivers adequate torque i.e. the ability to pull loads even at very low speeds---this proves to be very essential for slow and traffic-heavy Indian conditions. The most important is the seating, which is, high and gives 'road command'.
Maruti Suzuki was competing with Maruti Suzuki in the small car segment and it offered technology that other car makers thought was too advanced for the slow growing Indian market. Maruti has now built up a reputation such that it is the first preference of anybody who has driven or ridden in it.
The marketing strategy employed by Maruti Suzuki can be studied with insights into their STP analysis and Marketing Mix.
TARGETING
In evaluating the market segments Maruti Suzuki has looked at two factors - The segments overall attractiveness and the companies resources. As is very clearly seen Maruti Suzuki has opted for a selective specialization kind of targeting. Maruti Suzuki has selected a number of segments each objectively attractive and appropriate. There is minimal synergy among the segments but each is a cash cow. This multi segment strategy has had the effect of diversifying the firm's risk.
Having Bollywood celebrities to endorse its cars paid off for Maruti Suzuki. Bollywood celebrities like Sunny Deol as a brand ambassador targets two sections of the society. Firstly, his glamorous and sophisticated image appealed to the elite effecting their purchase decisions. Secondly, his adorable persona appealed to the middle class buyers who wanted a good car for the 'big' investment they were making and for people who were graduating from the second hand car.
The low price tag of Maruti Suzuki initiated a price war among all companies and forced Tata Indica to pre-pone its launch. The initial low price tag and strengthened by a solid marketing initiatives in form of print advertisements provided a solid foundation for Maruti Suzuki in India which showed in its sales of 17000 units in just 5 months.
Maruti Suzuki has identified its target market based on its pricing strategy. Swift aims to be the price leader in B-Segment cars. It has always priced its base model lower than Zen or Indica giving all the features which they give in their higher models. With a constant change in its positioning strategy, Maruti Suzuki Swift has succeeded in identifying its target market every time and emerging as the fastest selling car in its own segment. With the invent of Swift本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。