Maruti Suzuki India-SWOT Analysis-Project Report

<h1>Project Report on Maruti Suzuki India-SWOT Analysis Assignment Writing Help

SWOT ANALYSIS

Maruti Suzuki India (MSIL), a subsidiary of Suzuki Motor, manufactures and distributes motor vehicles and spare parts. The company's product suite consists of luxury cars, sports utility vehicles and multi-purpose vehicles. MSIL is India's largest passenger car company, accounting for about 38.4% of the Indian passenger vehicle market. A strong market position gives the company significant bargaining power and provides it with benefits of economies of scale. However, increasing competition would adversely impact the company's market share and profitability.

Strengths

Strong domestic player

MSIL, a subsidiary of Suzuki Motor (SMC) of Japan, is India's largest passenger car company, accounting for over 38.4% of the Indian passenger vehicle market. MSIL is the only Indian company to have crossed the 10 million sales mark since its inception. In FY2012, the company sold over 1.13 million vehicles including 127,379 units of exports. The company offers 15 brands and over 150 variants ranging from entry-level cars such as Maruti 800 and Alto 800 and Alto K10; family cars such as Ritz, A star, Swift, Wagon R, Estilo and Eeco; off-roaders such as Gypsy; luxury cars such as SX4, Swift DZire and Kizashi; and sports utility vehicle such as Grand Vitara. The company’s premium small car A-star with low CO2 emission was the single largest selling model and its cumulative sales crossed the milestone of 300,000 units.

Since its launch in 1983, Maruti 800 was the best selling car till 2004. The Maruti Suzuki Alto then followed as the largest selling car in India. Additionally, MSIL exports entry-level models across the globe to over 120 countries in Latin America, Africa, South East Asia and Oceana. Thus, a strong market position gives the company significant bargaining power and benefits it with the economies of scale. In addition, it also enhances the company's brand image and provides an edge over its competitors.

Robust brand image

The company has built up a strong brand image over the years. During the year, the company received reputed awards and accolades for its products and services from independent expert groups, media houses and research agencies. For instance, in FY2012, for the 12th consecutive time, MSIL was ranked the highest in JD Power Asia Pacific 2012 India Customer Service Index (CSI) study. In addition, according to a survey conducted by JD Power Sales Service Index (SSI) study, MSIL was ranked the highest in customer satisfaction with dealer service for a 13th consecutive year, with a score of 879 points.

Therefore, strong brand image makes the company's entry into new markets easier and increases the customer base which further helps in boosting the overall sales.

Extensive distribution network
MSIL has an extensive distribution network in India. It has a strong sales and service network in the country. In FY2012, the company had a sales network of 1,100 dealerships across 801 towns and cities in India. In addition, it provides service support to customers at 2,958 workshops spread over 1,408 towns and cities of India. The company has the highest presence in terms of district coverage at 82%. MSIL is the only passenger vehicle manufacturer to achieve more than one thousand sales outlets in India. Furthermore, the company is planning to expand the number of dealerships to 1,500 by 2015.

Therefore, strong distribution network enables MSIL to tap the growing demands in metropolitan cities as well as fast growing small cities in India, which in turn enables the company to improve its sales and to strengthen its market position in the high growth Indian automotive market.

Strong parent backing

MSIL is a majority owned subsidiary of Suzuki Motor (SMC), a Japan-based company, engaged in the manufacturing and marketing of motorcycles, automobiles, marine and power products, motorized wheelchairs, electro senior vehicles, and houses. SMC is a pioneer and market leader in small car
 manufacturing segment in Japan. Its mini car section rolled out innovative yet economical passenger
car for the masses.The company has high brand recognition and operates in more than 190 countries
across the world.

Brand recognition allows SMC to charge premium prices than its competitors and thus register relatively higher margins. Hence, SMC's strong brand image gives MSIL a significant competitive advantage and helps it to register higher sales growth in domestic, as well as in international markets.

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Source-Data Monitor (2013)-Maruti Suzuki India