Side PanelExpand Side Panel 7-1 Final Project Milestone Three: Draft Of Data Analysis And Conclusions And Recommendations For Action essay

W15582
MARUTI SUZUKI INDIA: DEFENDING MARKET LEADERSHIP IN THE
A-SEGMENT
Jaydeep Mukherjee, Gaurav Mathur and Nikhil Dhar wrote this occurrence merely to prepare embodied coercion arramble discourse. The authors do
referable denote to exemplify either operative or inoperative handling of a superintendential standing. The authors may bear surreptitious certain
names and other identifying instruction to guard sanguineiality.
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organization. To regulate copies or ask compliance to imitate embodieds, touch Ivey Publishing, Ivey Employment School, Western
University, London, Ontario, Canada, N6G 0N1; (t) 519.661.3208; (e) occurrences@ivey.ca; www.iveycases.com.
Copyright © 2015, Ricrigorous Ivey School of Employment Strongation Version: 2015-12-17
Maruti Suzuki India Ltd. (MSIL), a assistant of Suzuki Motor Corporation Japan, had dominated the Indian
automotive courage with an unchallenged pioneership situation in the “A-segment” gone-by its fife in 1983. The
Indian car intercourse was normally disconnected into impure issue categories: contrive, sedan, amusement benefit manner (SUV)/multibenefit manner (MUV) and front. The contrive limb could be raise disconnected into beginning-hatch, mid-size-contrive and
premium-contrive limbs. The aggravateevery contrive limb was referable attributable attributableorious as the A-limb (visit Exhibit 1). Augmentation of the
Indian car intercourse was driven principally by augmentation in this limb.
From 2008 to 2013, MSIL’s emulation had made inroads in the A-limb with cars approve the Hyundai Eon, the
Hyundai i10, the Tata Nano, the Open Motors Beat and the Honda Brio. During this age, MSIL’s A-segment
intercourse distribute rotten from 61 per cent to 49 per cent. Courage sources estimated that the Indian car intercourse would
extobject to annual sales of 4.7 favorite items — and the A-limb to 2.4 favorite items — by 2017/18. A holdd distil
in intercourse distribute in the A-limb could shake MSIL’s competitive benefit in the Indian car intercourse. The
union needed to reassess its strategy to stay its intercourse situation (visit Exhibit 2).
Inchoate other initiatives intended in March 2013, the MSIL consultation had sought a issue roadmap to stay its
dominance in the A-segment. Typically, upbegin issue bud and gate insist-upond impure to five years to
design, enunciate, proof and fruit with a budgeted squander of closely ₹6 billion,1
adeal-quenched from associated
opening insist-upons; coming, it was an grave courage coercion MSIL. The open superintendent of the issue planning
department was entrusted with the ordinance.
THE INDIAN CAR MARKET
India’s sum tourist manner courage (including tourist cars and retail manners) was the sixth bulkyst in
the earth, with annual issueion of gone-by than 3.9 favorite items in 2011, suitableness the province’s tourist car intercourse
was the seventh bulkyst in the earth, with sales of closely 2.7 favorite items in 2011. As a car creator, India was
growing at an uncommon hurry; in 2003, coercion the earliest season, unconcealedly-notorious issueion yielded the 1 favorite sign, going
on to yield the 2 favorite sign in 2006.2

1
Every appearances are in ₹ (INR or Indian rupee) intrinsic stated unanalogously; ₹1 = US$0.02 on May 5, 2015. 2
Society of Indian Automotive Creators, “Courage Operation in 2014-15,” www.siamindia.com/statistics.aspx?
mpgid=8&pgidtrail=9, avenueed July 30, 2015.
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MSIL utilized the sentences of diverse macroeconomic studies to delineate up its coming plans. It too had a lore wing
that prepared instruction to its planning, intercourseing and legitimate departments. Adeal-quenched from that, it indoctrinated its acknowledge
lore kindred to emulation, trafficrship heartiness, sales appearances and intercourse unfamiliar as courteous-mannered-mannered as consumer insights.
Reports implied a symbolical opening in the Indian tourist car intercourse, in the coercionm of extending vulgar
domestic issue (GDP), increasing proceeds (i.e., gone-by intermissionricted proceeds inchoate consumers), increasing bank
networks and praise facilities, and feeble car observation (18 car acknowledgeers per 1,000 populace, attending Brazil and China
had appearances of abextinguished 200 per 1,000). Excellent global players approve Open Motors, Coerciond and Toyota had judiciously
offered singly sedan cars and SUVs, referable attributable attributablewithstanding had thus-far introduced issues in the A-limb — typically, the most
conglomeobjurgate cars from their intergenerally-notorious portfolios. Most of these conglomeobjurgate cars were in the reward-contrive nature of
the Indian intercourse. Thus, the sedan, SUV and reward-contrive limbs witnessed surpassing emulation. These
segments were too protected with some tall-profile advertisements and consumer elevations from the car
manufacturers, which fuelled augmentation.
As a issue, the undiminished A-limb too became very competitive coercion courteous-mannered-mannered entrenched players approve MSIL,
Hyundai and Tata Motors. Stakes coercion the beginning- and mid-contrive limbs too extensiond inchoate these emulators.
Emulation was expected to exaspeobjurgate with gone-by multigenerally-notorious companies entering the Indian intercourse, in individualization to
existing players introducing India-specific issues (targeting the beginning- and mid-contrive limb) (visit Exhibit 3).
The Indian intercourse adage extensiond proliferation of features from the epicurism limb comely suited in the feebleerobject car limbs. Features such as temper conditioning, might steering and might windows were aspirational coercion the
contrive limb in 2009, referable attributable attributablewithstanding became criterion features in the contrive patterns by 2012/13. Alikely, features suited in
the epicurism sedan limb during 2008, such as touch-screen audio, electric- and auto-foldable mirrors, and
efforthither temper conditioning, were criterion against the sedan limb in 2012/13.
The interpretationd car intercourse in India grew at a unification annual augmentation objurgate (CAGR) of 22 per cent from a magnitude of 1
favorite items to 2.6 favorite items from 2007 to 2012. The intercourse was incomplete to extobject at a objurgate of 22 to 24 per cent
from 2012 to 2017. Within the interpretationd car intercourse, slight cars accounted coercion 67 per cent of the sum sales in 2011/12.
The proportion of upbegin car sales to interpretationd car sales in India was expected to aim 1:1.8 by 2016/17 (from 1:1.3 in 2011/12).
However, flush with this extension, India’s proportion would be feeble compared to enunciateed intercourses, where the proportion was
1:3.
COMPANY BACKGROUND
MSIL, coercionmerly referable attributable attributableorious as Maruti Udyog Limited, agoing operations in 1983, when the Empire of India and
Suzuki Motor Corporation symmetrical a articulation stake union to dispose-of slight cars in India. Suzuki extensiond its equity
from 26 per cent to 40 per cent in 1987, and raise, to 50 per cent in 1992, and 56.21 per cent in 2012 (the
remainder was acknowledgeed by referable attributable attributableorious and financial institutions). The union was listed on the Bombay Stock Exchange
and the Unconcealedly-notorious Stock Exshelve of India.
MSIL’s expectation statement was: “The pioneer in the Indian automobile courage. Creating customer rapture and
shareholders’ wealth: A arrogance of India.” Its centre treasures were “customer obsession, fixed, pliant and earliest mover,
innovation and creativity, cajoleinaugurated and house, and straightforwardness and tuition.”
By 2013, the union had symmetrical a sound disgrace copy by subscription weighty, true issues. MSIL’s municipal
communications emphasized melting affinity, using the referable attributable attributableice, “India comes residence in a Maruti Suzuki.”
MSIL issues enjoyed a stubborn, true and stinted copy in the minds of consumers, and A-segment
consumers were supercilious to acknowlinteintermission a Maruti Suzuki car. The union’s intercourse distribute aimed 85 per cent in 1997, precedently
gradually reducing attributable to ardent emulation. By February 2012, the union had spreceding 10 favorite manners in
India. In individualization, it was ranked calculate individual in consumer recompense coercion an rare 13th season in a order in the
J.D. Might India customer recompense index in 2012.3

3
J. D. Might, 2012, “Customer Expectations of Ease during Manner Benefit Rises Symbolically in India,”
http://india.jdpower.com/press-releases/2012-india-customer-service-index-csi-study, avenueed November 17, 2015.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
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Indian consumers openly departed brace seasons the insist-upon of compensation on repairs and defence aggravate the lifecycle of
a car, as per the lore conducted by MSIL. MSIL issues had feebleer aggravateevery insist-upons of acknowledgeership. This was
achieved by reducing issue insist-upon through colonization, treasure deal-outition and treasure engineering (VAVE), and
improved power. The union had enunciateed promotive industries in and abextinguished its factory, indigenized the
necessary components and extensiond the national resigned in its issues.
In 2012/13, MSIL achieved effect of ₹426 billion and a emolument of ₹23.9 billion. The union had brace state-of-theart factories. In 2010, it rolled extinguished 1 favorite manners in a year, which was a striking placesign coercion an automobile
union in India.
The profoundness of MSIL’s dispensation records played a solution role in helping the union to retain its pioneership
situation in the Indian tourist car courage. By the object of 2012, it had a sales cajolework balancelay against 878 cities
nationwide and a benefit cajolework spanning 1,422 cities and towns. Thus-far, establishing and retaining
dispensation extinguishedlets in grassy intercourses stoped a solution canvass coercion MSIL. Initiatives to retain continuous trafficrship
motivation — through hefty intercourse elevations, interesting coercioneign trips and corpoobjurgate acknowledgment coercion slighter
dealerships — were probing to prosperity. MSIL trafficrships were sanguine of disgrace draw, amiable-natured-natured sales and benefit
support, and ftemper dealings. Trafficrships located in cities that were referable in the summit 50 cities of India (in provisions of car
sales) took protracted arrogance in nature deal-quenched of the Maruti Suzuki parentage and this junction gave them protracteder acknowledgment
in their acknowlinteintermission employment and gregarious circles.
COMPETITION
With its obnoxious subjoinress, wide issue ramble, divert appearance subject-matters, interesting elevations and wide
distribution, Hyundai was MSIL’s greaproof emulator in the A-segment. Its issue ramble interposed the Eon, the
i10 and the i20, which were contrived to prepare to the changing insist-uponments of Indian consumers. Hyundai had the
exterior benefit aggravate MSIL of having prosperityful issues approve the Verna in the reward car limb, which helped
in architecture disgrace copy and graceful emolument undeveloped.
Tata Motors posed a unanalogous cem of emulation to MSIL. The disgrace was trusted against unanalogous consumer
products and had amiable-natured-natured intercourse in the tranamusement manner limb. Most A-limb consumers had trampled in Tata
buses and skilled the sturdiness and ubiquity of the union’s manners. Tata entered the contrive intercourse with the
Indica, which was an indigenously enunciateed car and coming, had an melting affinity with sundry consumers.
The issue was a prosperity in the contrive limb and it prepareed to idiosyncratic and retail limbs. With its
spacious inlands, stubborn edifice and relatively indear permitted insist-upons, the Indica was a preferred issue coercion twain
short- and long-distance tramp. The manner was very general in the taxi limb, as courteous-mannered-mannered as with consumers who
used it coercion their acknowlinteintermission employmentes.
The Nano was Tata’s most innovative issue and had enjoyed a tall-profile hurl. It was conceptualized as a
issue that bridged the disconnection unarranged brace-wheeled manners and the beginning-flatten A-limb car. It was expected to be
a frolic shelver in that it was altogether contrived in India using the effectnt engineering4
methodology to prepare an
affordable resource to brace-wheeled manners, which constituted a immense intercourse in India. Despite these dispose-ofing
points, the issue was referable as courteous-mannered-mannered genuine in the Indian intercourse as was expected, which was reflected in the sales
figures (visit Exhibit 4).
Hyundai and Tata Motors had establish capacities of 600,000 and 1.1 favorite manners, i-elationively. Hyundai contrived
its manners in Korea and symmetrical a global copy coercion its issues. Tata motors had its cunning centres in India and
Europe. MSIL had its lore and bud centre in India, which was Suzuki Motor Corporation’s main
lore and bud centre in Asia (adeal-quenched from Japan). This gave MSIL an inteintermission aggravate its emulators, as it had

4
“The mediate doctrine laterly integral effectnt engineering judgment is maximizing treasure to the customer suitableness minimizing
nonessential insist-upons. The message effectnt engineering was coined in 2006 by Renault primary adherent Carlos Ghosn to describe
the ability of Indian engineers in enunciateing issues approve Tata Motors’ Nano, the pint-sized, feeble-insist-upon automobile.”
PwC, “The Significance of Effectnt Engineering,” May 25, 2010, www.strategy-business.com/article/10201?gko=24674,
accessed July 8, 2015.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 4 9B15A016
avenue to Japanese technical prop referable attributable attributablewithstanding the autonomy to cunning and enunciate upbegin issues in thread with national
requirements.
DEALER NETWORK
Buying a car was a tall-involvement escheatment that insist-upond power dispose-ofing. MSIL operated through an exclusive
network of trafficrships, which prepared sales, benefit and spares. Integral sale had the unfamiliar to begin a normal
stream of effect coercion the later decade coercion the trafficrship and the car creator. Sales and benefit prop
was momentous coercion managing customer expectations, knowledges and kinsfolk, adeal-quenched from the judicious sale.
Car trafficrships relied ardently on infraedifice and inaugurated principal. Each insist-upond an siege of abextinguished ₹85
favorite (in grassy areas) to ₹175 favorite (in excellent cities, beside the insist-upon of place). With such bulky principal
investments and feeble lips in the slight car limb, trafficrs were sentence it increasingly perplexing to split flush,
flush coercionthcoming brace to three years of operations. Coercion these discusss, trafficrships were appointed singly coercionthcoming assessing longmessage retail viability (visit Exhibit 5).
Gone-by the cars could be located in any deal-quenched of the province and true benefit was a basic insist-uponment (ethnical life
could be at occasion in occurrence of issue malfunction), coercionevery car creators had a bulky cajolework of signed benefit
stations to prepare power benefit. Sales and benefit record bud and defence were endantly excellent
costs; coming, companies aligned their dispensation strategies with their intercourse realities and employment strategies. MSIL
enjoyed tevery cajolework observation with 1,009 trafficrships and 2,946 signed benefit centres. Intercourse knowledge
postulates coercion MSIL showed that Hyundai had 340 trafficrships and 935 signed benefit centres, suitableness resembling
figures coercion Tata tourist cars were 217 and 874, i-elationively (though it enjoyed observeably protracteder aim and
intercourse in the retail manner limb).
The trafficr lip on A-limb cars was dowdy in 2013. The Maruti sales team had been tracking the postulates from
the trafficrships against the province and strong that this distil was gone-by pronounced coercion the beginning-flatten than the
premium-contrive nature. Meand on intercourse knowledge by the MSIL sales team, suitableness vulgar lips multitudinous from 3.5
to 5 per cent, depending on the creator and the issue, cajole lips stoped abextinguished 2 to 3 per cent against the
industry. MSIL subjoinress expected the cajole lips to sculmination feeble against the limb becainterpretation trafficrships had to
distribute deal-quenched of the coercionforever increasing consumer elevation expenses with the creators. These expenses were
typically abundantly surpassing coercion the reward contrivees as compared to the intermission of the A-segment.
Becaportraiture the feeble sales lip in A-limb cars, trafficrship viability in upbegin car sales stoped inatic.
With tevery sales insist-uponments coercion record viability, observation in grassy intercourses was a canvass coercion most
manufacturers, gone-by aiming split-flush magnitudes on a normal basis was very perplexing in these intercourses. Flush
companies approve Maruti Suzuki and Hyundai had struggled to penetobjurgate further the limit flatten. The bulkyst 20 cities
in India in provisions of car sales had trafficrships of 21 car creators, suitableness the appearance coercion the instant 30 cities was 17.
MSIL inside reports implied that singly nine creators had trafficrships further the summit 100 cities (with i-elation
to courage sales), and righteous brace had trafficrships extinguishedside the summit 200 cities.
Dealerships had to enunciate their interpretationd car employmentes, as sundry consumers were now bribeing a vindication car. These
consumers typically wanted the trafficrship to too bribe tail the preceding car, which could influence as a consumer retention
strategy coercion the trafficrships. Trafficrships had to strong up individualizational infraedifice coercion this employment; howforever they too
enjoyed envelop vulgar lips in the interpretationd car employment as compared to upbegin car sales. Coercion request, a impure-year-old
conglomeobjurgate car could convey a vulgar lip of 6 to 8 per cent, as compared to a aapprove upbegin car that would convey singly 2
to 4 per cent.
There was ardent emulation in the interpretationd car employment, as it middle dogged interpretationd car trafficrships as courteous-mannered-mannered as
the trafficrships of other car creators. MSIL had dindividual its acknowlinteintermission inside lore, which showed that dogged
used car trafficrships were dispose-ofing abextinguished 75 per cent of the sum intercourse. Their main treasure prosituation was that they
offered consumers the excellent of switching their pristine disgraces as courteous-mannered-mannered as a 2 to 5 per cent appearance benefit as
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
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compared to trafficrships of car creators. Conversely, trafficrships enjoyed excellent disgrace copy, cheap
hassle and no disconnection unarranged the reception of the upbegin car and the sale of the preceding car.
CONSUMER BEHAVIOUR
The consumer mean coercion the A-limb was evolving. In the gone-by, singly tall-proceeds consumers could supply a car referable attributable attributablewithstanding
from 2000 to 2010, the threshpreceding annual hire coercion consumers visitking an beginning-flatten car cheap from ₹600,000 to
₹300,000. These upbegin consumers tended to be younger. The shelve could be attributed to extensiond comfort of
accessing praise and finance options. Closely 85 per cent of the beginning and mid-contrive limb was financed, suitableness the
appearance rotten to 70 per cent coercion the reward-contrive limb. Average financing in the courage was 75 per cent,
suitableness grassy financing was 60 per cent (largely attributable to cultural uncongeniality to praise and closing of praise infrastructure) (see
Exhibit 6).
Historically, the Indian car consumer had been a appearance visitker; thus-far, younger consumers were gone-by diverge
conscious, and responded to lifestyle aspects of issue and intercourseing stimuli. These consumers insist-upond issues
with treasure prosituation and yearnd the infallible everyiance of styling, features and operation at an supplyable
price. Thus-far, although consumer insist-uponments were changing with changing lifestyles, the yearn coercion acknowledgeing a
“value-for-money” issue was quiescent customary. Thus, insist-uponments approve amiable-natured-natured fuel competency and supplyable appearance
were grave to consumers.
Consumer bribeing behaviour was deep. Earliest-season bribeers went through a inhalationhod of in acknowledgment,
identification of resources, evaluation of resources, escheatment and finally, post-escheatment evaluation. Grave
considerations middle customer knowledges at the trafficrship, proof drives, tidings-of-opening advices by
friends and kindred, and re-sale treasure.
In the summit 100 cities and towns (with i-elation to courage sales), consumers’ administrative circles (including
colleagues) influenced their excellents concerning disgrace and issue. Resourcely, in other intercourses, contiguous parentage,
friends, acquaintances and village elders influenced the judgment-maker. Influencers normally recommended meand
on their acknowlinteintermission preceding disgrace knowledge. Gone-by referable coercionevery disgraces were suited in slighter towns and grassy areas, existing
brands with abundantly longer intercourse and protracteder dispensation aim enjoyed amend againstpart.
In the summit 50 cities in India (in provisions of car sales), disgrace indicate and disgrace-kindred junctions played an grave
role in the escheatment judgment, as each issue had lifestyle and set-upation connotations adeal-quenched from its functional and
benefit treasure. Consumers escheatmentd unanalogous disgraces coercion consultation unanalogous inhalationaphysical needs (visit Exhibit 7).
Raising disgrace equity was a solution canvass coercion automakers and they invested heavily in advertising.
As per intercourse lore conducted by MSIL, consumers meand their bribeing judgment on the benefit of the issue and
its features coercion consultation their needs. In open, upbegin issues with individualizational features at moderate incremental
prices were preferred against the province. Geographical precipitation had a unapprove pi on consumers’ issue
evaluations (visit Exhibits 8 and 9). There were other geography-inveterate variations as courteous-mannered-mannered — e.g., the percentage of
women inchoate car bribeers was increasing in the summit 20 cities (in provisions of car sales). This trobject extensiond the
counterbisect of efforthither transmission in India. Alikely, extensiond intercourse glomeration in excellent cities had too been
contributing to the shelve towards efforthither transmission patterns among extensiond ease. Interestingly, at the
similar season, the Indian intercourse had witnessed prosperityful hurles of conglomeobjurgate SUVs/MUVs, such as the Renault
Duster and the Maruti Suzuki Ertiga. This trobject could be explained by the changing lifestyles of polished consumers,
who needed pliant manners and extensiond benefit to train integralday needs.
Consumers could be arrangeified meand on their escheatment standings. Earliest-season bribeers were those who had no preceding
knowledge of bribeing or using a idiosyncratic car. They mainly opted coercion beginning-flatten contrive manners, suitableness a scant bought
mid-flatten contrive manners. The remedy kreferable attributable attributable attributable attributable interposed customers who already acknowledgeed a car and were now bribeing an
subjoined car. This kreferable attributable attributable attributable attributable was analogous disconnected unarranged mid- and beginning-flatten contrive manners. Besides another strong of
customers — those who had a car and were now visitking to re-establish that car — typically upgraded to reward-hatch
cars, followed by sedans and, coercion a fine scant, SUVs (visit Exhibit 10).
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
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CONSIDERATIONS IN PRODUCT DEVELOPMENT
Emissions and security regulations played an grave role in issue-bud judgments. Coercion security, coercionevery upstart
vehicles were insist-upond to concede with extemporeset-and-clash regulations begining in 2017.5
Therefore, any upbegin issue
(conceived in 2013, coercion in) had to be facile with these mandates, which exterior to the manner insist-upon.
Automakers could either refer insist-upon in some other areas or by the insist-upon on to the customer. Thus-far, extensiond
emulation in the courage was putting a against constraining on automakers to feebleer the appearance of cars. This perplexing
standing made the excellent of issue features and other issues of the issue cunning flush gone-by momentous.
Fuel appearances had extensiond (and holdd to extension) against the sphere. India was subject on ease imports and it
faced individualizational constraining becainterpretation of normal devaluation of its publicity. Endantly, the appearance of petrol had
increased from ₹40 per litre in January 2009, to ₹66 per litre in March 2013. In the similar age, the appearance of diesel
had erect from ₹30.8 per litre to ₹48 per litre.6
As a conclusion, coercion economic discusss, customer enjoyment shelveed
towards diesel manners.
The Empire of India had been experiencing a fiscal arrears and a large deal-quenched of it was becainterpretation of the ease
subsidy. The empire had expert to refer the subscription referable attributable attributablewithstanding faced collective hurdles. It had deregulated petrol appearances
in 2012, and had shacknowlinteintermission increasing eager on reducing the subscription on diesel. MSIL subjoinress expected the disconnection
unarranged petrol and diesel appearances to sculmination in the coming (becaportraiture the empire’s collective compulsions);
however, the size of such subscription and the endant disconnection in appearances was rigorous to restraintecast.
Diesel engines were associated with surpassing flattens of sound, wave and roughness, tevery defence insist-upons and
surpassing subjoinress flattens. Thus-far, diesel technology had improved symbolically gone-by 1980. As a conclusion, diesel
engines in cars were abundantly gone-by polished, with feebleer sound, wave and roughness, surpassing fuel competency and feebleer
emissions, thereby graceful againstbisect and sales of diesel patterns versus petrol cars. In the MSIL issue threadup,
the distribute of diesel manners was abextinguished 80 per cent of MSIL issue sales (including patterns approve the Swift and the
DZire). The MSIL team estimated that the calculate of diesel patterns in the courage had extensiond from abextinguished 30 in
2009, to gone-by than 50 in 2013. Global auto excellents such as Honda and Hyundai, which were principally convergenceed on
petrol patterns, had agoing to shelve their convergence to diesel — in-particular coercion the Indian intercourse. The MSIL team had
instruction that Hyundai and Honda intended to hurl diesel issues in India in 2014.
Diesel cars insist-upon partially gone-by than petrol patterns to fruit and protracteder taxes were levied on them, making them
abextinguished 20 to 25 per cent gone-by dear than resembling petrol versions; thus-far, they were closely 15 to
20 per cent gone-by fuel fruitful than petrol versions. Thus, singly burdensome interpretationrs (i.e., customers who cluster gone-by than
30,000 kilometres per year) strong it stinted to interpretation diesel manners, as the savings in fuel insist-upon extemporestrong the other
costs.
PRODUCT CHOICE DILEMMA
The beginning-flatten contrive limb was a “consumer draw driven issue,” in 2003, referable attributable attributablewithstanding by 2013, it had evolved into a
“record press-against driven issue.” Consumers did referable bear a thoroughgoinggoing belowstanding of the limb’s technological
complexity. With protracteder excellents suited in provisions of patterns, features and disgraces, sales representatives had a
symbolical role in influencing these excellents. Coercion this discuss, creators were wooing customers with
promotional schemes (casually as tevery as 20 per cent of the car appearance) and protecting their intercourse records with
hefty sales-linked spur schemes. This interrogativeness was gone-by customary in polished intercourses than in grassy intercourses,
which could be attributed to the surpassing ardor of emulation in these regions. MSIL’s team felt that targeting the
right consumer limb and cunninging divert features and benefits were momentous components coercion the prosperity of
any issue.

5
A clash proof was a coercionm of ruinous proofing, usually produced to secure sure cunning criterions in clashworthiness and
clash compatibility. Frontal impinfluence proofs were conducted on a weighty embodied wevery at a specific hurry, referable attributable attributablewithstanding could too be
vehicle-manner proofs.
6
SoftUsvista, “Upbegin Delhi Petrol Appearance,” www.mypetrolprice.com/2/Petrol-price-in-Delhi?FuelType=0&LocationId=2,
accessed September 8, 2015.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 7 9B15A016
MSIL’s issue bud team had enunciateed the coercionthcoming redundant descriptions of the A-limb target
consumers:
Entry-flatten contrive consumers:
 Mainly earliest-season bribeers.
 Very appearance sensitive; resthither with fuel competency.
 Annual househpreceding proceeds of ₹300,000 to ₹500,000; patriarchal 30 to 34 years with a parentage of individual or brace extemporespring.
 Interpretationd car perceived as a ease; satisfying basic tramp needs coercion parentage.
 Usually mannerly with basic car features and already acknowledgeed a motorcycle, which would hold to be interpretationd in
individualization to the car.
 Had been indoctrinated to the MSIL manner gone-by childhood and aspired to acknowlinteintermission individual when they grew up.
Mid-flatten contrive consumers:
 Earliest-season as courteous-mannered-mannered as individualizational car bribeers looking to upgrade to a gone-by dear issue extinguished of insist-uponment.
 Annual proceeds of ₹400,000 to ₹800,000; patriarchal 25 to 30 years; typically solitary or, if married, no extemporespring.
 Interpretationd manner coercion departedime and to purpose sameness and reveal gregarious set-upation (hence, disgrace sensible,
though referable necessarily looking coercion a coeval disgrace).
 Genuine MSIL as a very amiable-natured-natured disgrace and desirable from the perspective of copy junction.
Premium-contrive consumers:
 Had already acknowledgeed a car coercion at smallest three years; coming, individualizational car or vindication car bribeer.
 Annual proceeds of ₹400,000 to ₹1 favorite; patriarchal unarranged 30 to 45 years, had a nutransparent parentage with mate,
wife and individual or brace extemporespring.
 Very disgrace sensible; observeed manner as a issue to construct gregarious set-upation.
 Mainly filled as superintendential staff in polished areas or self-filled in grassy/semi-polished areas.
 Looked coercion intergenerally-notorious disgraces to purpose a coeval copy.
Generally, the issue lifecycle of a prosperityful automobile pattern was closely six years, with at smallest brace
changes in its exterior cunning and inside features during these years. Meand on gone-by diverges, any upbegin MSIL issue
needed to dispose-of 100,000 to 250,000 items (depending on its appearance and associated lips) to recaggravate the insist-upond
investments and to be observeed prosperityful. By estimating intercourse appearance and issueion insist-upons, the issue-planning
team strong that the beginning-contrive would insist-upon minimum sales of 300,000 manners per year to split flush in
brace years, suitableness the selfsame sales appearances coercion the mid-flatten contrive and reward-contrive were 200,000 and
150,000, i-elationively.
Design-direction, platform-excellent and issue-making philosophies were subject on the fineion of features
and benefits to be incorporated into the upbegin issue. It was referable feasible to cunning individual issue that could prepare to the
needs of customers congenial to unanalogous limbs. Coming, intercourse-offs had to be made; coercion in, if gone-by might
was insist-upond, fuel competency had to be cheap. In this inhalationhod, the issue had to be contrived and optimized coercion a
particular sub-limb of the A-limb to secure that it inhalation the cunning specifications. Endantly, the target
limb and issue cunning dwarf needed to be positively transparent precedently the cunning conceptualization rank.
MSIL enjoyed economies of lamina against the treasure association. Surpassing sales magnitudes cheap per-item aggravateheads, cheap
raw embodied, procurement and logistics insist-upons, and improved competency in issueion, dispensation and intercourseing.
Coercion in, becainterpretation of MSIL’s tevery sales (the disgrace was very general, and was observeed to be stubborn and
reliable), the union’s per item advertising insist-upons were the feebleest in the courage. Though it had Suzuki as a excellent
stakeholder, it was perceived to be an Indian disgrace; thus-far, it closinged the set-upation and technology copy enjoyed by
sundry multigenerally-notorious disgraces. Alikely, the impinfluence of tidings of opening was too expected to be conducive coercion MSIL
compared to its emulators — deal-outicularly in cities further the summit 50 (in provisions of sum car sales).
The technology platforms coercion the petrol and diesel manners were undiminishedly unanalogous. The issue planning team had
to run whether the selected cunning was coercion a diesel engine, a petrol engine or twain. The team had avenue to some
trends in the courage abextinguished the fuel enjoyment of the intercourse (visit Exhibit 11). It too had to observe the specific
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 8 9B15A016
positioning of the proposed issue, and its impinfluence on the other MSIL issues. The team rund that the best inhalationhod
to visualize the issue situationing would be to interpretation the Boston Consulting Kreferable attributable attributable attributable attributable (BCG) matrix of MSIL’s existing
issue portfolio (visit Exhibit 12).
A digest of the issue resources was enunciateed (visit Exhibit 13). The excellent precedently the team was basically in
provisions of issue and intercourse. Was MSIL amend extempore battling the emulation in the summit 20 cities (where the maximum
action was) or should it coerciontify its situation in slighter intercourses? Or should the union fathom to enunciate undiminishedly upstart
markets? From a strategic subject-matter of end, would a reward-contrive subjoin symbolically to the disgrace copy and record
motivation as compared to an beginning-flatten contrive? Was there excellence in purposeing a mid-flatten contrive issue, which
could redefine consumer expectations and be situationed on surpassing interinterquantity and fuel dispensation? Would the beginning-level
contrive limb bear to be merged with the mid-flatten contrive limb becainterpretation of the insist-upon constrainings of regulatory
compliances? What was the reasonable emolument unfamiliar of each nature? The issue planning team needed to work
extinguished the appearances and create a advice.
Jaydeep Mukherjee is a talent constituent at MDI Gurgaon. Gaurav Mathur and Nikhil Dhar are employees of MSIL.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 9 9B15A016
EXHIBIT 1: DETAILS OF THE SEGMENTS IN INDIAN CAR MARKET
Limb Issues Appearance ramble in ₹ Consumer
Requirement
Specific Attributes
Entryhatch
MSIL Alto 800, MSIL Alto K10, Tata
Nano, Hyundai Eon, Chevrolet
Spark
200,000 – 300,000 Functional and
basic
Appearance subject-matter driven
and besides treasure coercion
money; amiable-natured-natured fuel
competency and
affordable appearance
Midhatch
MSIL Wagon-R, MSIL Zen-Estilo,
MSIL A-Star, Hyundai i10,
Chevrolet Beat, Coerciond Figo, Tata
Indica, Honda Brio
300,000 – 400,000 Treasure coercion
money coercion
gone-by evolved
consumers
Treasure coercion money
aggravate the undiminished
lifecycle
Premiumhatch
MSIL Swift, MSIL Ritz, Hyundai i20,
VW Polo, Nissan Micra, Toyota
Liva, Tata Indica Vista
400,000 – 550,000 Modish,
convenient and
efficient
Style, inplant interspace
and ease
Sedan Honda City, Hyundai Verna, MSIL
Swift Dzire, MSIL SX4
Basic: 550,000 –
1.1 favorite
Luxury: 2.5 favorite
and upwards
Foundation and
comfort
Disgrace copy,
technology and
sophistication
SUV/MUV SUV — Mahindra XUV500,Honda
CRV, GM Captiva, Toyota Coerciontuner,
MUV — GM Enjoy, Nissan Evalia,
Toyota Innova, MSIL Ertiga
900,000 – aggravate 2
million
Adventure,
extended
parentage and
populace carriage
Power, benefit and
versatility
Front MSIL Ecco, Tata Ace Magic 250,000 – 400,000 Populace carriage Populace carriage
Source: Union embodieds.
EXHIBIT 2: SALES OF PASSENGER CARS (IN ‘000 CARS)
Segment
2008/09 2009/10 2010/11 2011/12 2012/13
INDIA MSIL INDIA MSIL INDIA MSIL INDIA MSIL INDIA MSIL
Entry-contrive 294.5 262.0 340.9 268.2 478.4 373.3 486.7 331.5 435.1 284.6
Mid-contrive 497.6 188.8 581.2 218.7 628.8 252.1 527.4 177.3 415.1 156.2
Premiumcontrive 128.2 110.1 262.7 179.3 438.9 209.6 499.8 218.3 531.8 244.0
A-Segment
(total) 920.2 560.8 1184.8 666.2 1546.0 835.0 1513.9 727.1 1382.0 684.9
Sedan 247.0 75.9 302.5 99.3 415.3 131.4 492.7 128.6 491.8 176.5
SUV/MUV 202.5 7.5 240.9 3.9 297.8 5.7 347.3 6.5 538.5 79.2
Front 106.6 77.9 150.3 101.3 213.5 160.6 227.8 144.1 230.8 110.5
Sum Car
Courage 1,551.2 722.1 1,949.2 870.8 2,520.4 1,132.7 2,629.8 1,006.3 2,686.4 1,051.0
Source: Union embodieds.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 10 9B15A016
EXHIBIT 3: YEAR-WISE MARKET SHARE PROJECTIONS
OF MAJOR CAR MANUFACTURERS IN INDIA*
Year
Manufacturer’s indicate 2008/09 2009/10 2010/11 2011/12 2012/13
MSIL 46.51 44.63 45.28 38.27 39.12
Hyundai Motor India Limited 15.72 16.14 14.37 14.78 14.28
Tata Motors Limited 14.86 14.65 13.96 14.12 11.71
Mahindra and Mahindra Ltd. 6.85 7.72 7.2 9.34 11.57
Toyota Kirloskar Motors Pvt. Ltd. 3.02 3.27 3.36 6.09 6.16
Open Motors India Pvt. Ltd. 3.96 4.46 4.28 4.08 3.28
Ford India Pvt. Ltd. 1.8 1.89 3.94 3.52 2.87
Honda Cars India Ltd. 3.38 3.17 2.38 2.07 2.74
Volkswagen India Pvt. Ltd. 0 0.21 2.06 2.98 2.44
Renault India Pvt. Ltd. 0 0 0 0.14 1.95
Nissan Motor India Pvt. Ltd. 0.01 0.02 0.52 1.26 1.38
Skoda Auto India Pvt. Ltd. 0.89 0.9 0.92 1.3 1.08
Others 3 2.94 1.73 2.05 1.42
*Every appearances are in percentages.
Source: Union embodieds.
EXHIBIT 4: TATA NANO SALES FIGURES AND SOME EXPLANATIONS
0
2,000
4,000
6,000
8,000
10,000
12,000
Reasons coercion distil in sales:
1. Security discusss
2. ‘Pay-First, Drive-Later’ booking
pattern did referable aim the denoteed
target customers.
Reasons coercion create in sales:
1. Zero dacknowlinteintermission reimbursement option
2. Free 4-yr/60,000 km complete warranty
Reasons coercion create in
sales: Nano Facelift
Version hurl
Source: Courage estimates compiled by occurrence authors meand on the lore inputs made suited by MSIL’s lore
wing.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 11 9B15A016
EXHIBIT 5: OPERATING COSTS OF DEALERSHIPS ACROSS LOCATIONS
Precipitation of Trafficrship
Summit 20
Cities
Summit 21–
50 Cities
Summit 51–200
Towns Grassy
Infrastructure
Land* 150 100 75 50
Architecture 25 20 15 10
Equipment 15 15 15 15
Permissions 2 2 2 2
Miscellaneous 10 8 6 5
Working
Capital
Manner 80 60 40 30
Spare deal-outs 2.5 2 1.5 1
Consumables 1 1 1 1
Manmight 2 2 1.5 1
Benefit 0.5 0.5 0.5 0.5
Miscellaneous 5 5 4 3
Rent (Annual)* 30 22 15 8
Note: Coercionevery appearances in ₹ favorite.
*Either the place was escheatmentd or rented.
Source: Union embodieds.
EXHIBIT 6: PROFILE OF EXISTING A-SEGMENT CONSUMERS IN INDIA
Monthly average
househpreceding proceeds Occupation in percentage
Segment
Avg.
age
in
years
Less
than
₹50,000
₹50,000

₹75,000
Avg.
family
size
Firsttime
buyer
Selfemployed
Middle
Address Administrative
Govt.
employee
Entrycontrive 37 21% 63.40% 4.68 61% 51 11 14 5
Midcontrive 36 17% 71.60% 5 59% 45 12 15 9
Premiumcontrive 34 11% 77.80% 4.57 50% 55 12 14 5
Source: Union embodieds.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 12 9B15A016
EXHIBIT 7: REASONS TO PURCHASE DIFFERENT CAR BRANDS
Good-natured reputation/reliability
of the disgrace
Recommended by
friends/relatives
Previous knowledge
with the disgrace
Maruti Suzuki 65.6 54.6 19.2
Hyundai 54.3 46.7 12.9
Tata 48.5 39.1 13.9
Chevrolet 53.8 48.4 8.9
Fiat 57.5 52.1 12.2
Ford 63.9 53.6 5.8
Honda 61.1 54.5 14.8
Mahindra 53.5 51.7 14.5
Nissan 50.3 50.7 8.9
Skoda 60.8 49.4 7.1
Toyota 67.6 51.2 11.0
Volkswagen 64.7 49.5 8.3
Sum Courage 57.1 47.8 14.9
Note: The table denotes the significance of unanalogous attributes by percentage of consumers.
Source: Union embodieds.
EXHIBIT 8: IMPORTANCE OF DIFFERENT PRODUCT ATTRIBUTES
Variable Summit 20
cities
Summit 21-50
cities
Summit 51-200
cities
Further 201
cities
Appearance 9 10 10 10
Disgrace 8 7 7 6
Reliability 7 8 9 10
Tidings of opening 6 7 8 9
Styling 7 7 6 6
Resale 5 6 7 8
Overevery insist-upon of acknowledgeership 10 9 8 8
Fuel competency 7 7 8 8
Ease 8 7 7 7
Trader opinion 7 8 9 10
Promotional extemporeers 8 8 7 7
Inplant interinterquantity 7 8 9 10
Note: Significance jaws were absorbed in a 10-subject-matter lamina where 10 was the tallest scentre obtainable.
Source: Courage estimates compiled by occurrence authors meand on the MSIL’s inside reports.
EXHIBIT 9: SALES DATA OF KEY COMPETITORS ACROSS GEOGRAPHIES (%)
2008/09 2012/13
Union Summit 20
cities
Summit 21–
50 cities
Summit 51–
200 cities
Beyond
201 cities
Summit 20
cities
Summit 21–
50 cities
Summit 51–
200 cities
Beyond
201 cities
MSIL 48 19 28 5 42 18 28 12
Hyundai 56 20 23 1 50 19 27 4
Tata 47 21 31 1 42 20 35 3
Courage 52 20 26 2 46 19 27 8
Source: Courage estimates compiled by occurrence authors meand on the MSIL’s inside reports.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 13 9B15A016
EXHIBIT 10: MOTIVATION FOR A-SEGMENT CARS PURCHASED FROM MARUTI SUZUKI (%)
Earliest manner Individualizational manner Vindication
Entry-contrive 60.7 24.5 14.7
Mid-contrive 59.1 17.4 23.4
Premium-contrive 50.3 24.5 25.2
Sum Courage 47.8 27.3 24.9
Source: Union embodieds.
EXHIBIT 11: SALES TRENDS FOR DIESEL AND PETROL VEHICLES
Segments Fuel CAGR
2007/08 to
2011/12 (%)
PROJECTED
CAGR 2012/13
to 2017/18 (%)
Entry- and midhatch
Petrol 5 2
Diesel 5 25
Sum 5 11
Premium-hatch
Petrol 10 -1
Diesel 30 18
Sum 40 14
Sedan
Petrol 0 2
Diesel 30 7
Sum 15 6
SUV/MUV
Petrol 14 6
Diesel 13 10
Sum 13 10
Van
Petrol 13 -24
Diesel 20
Sum 13 8
Sum Cars
Petrol 6 1
Diesel 29 15
Sum 14 10
Source: Union embodieds.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.
Page 14 9B15A016
EXHIBIT 12: BCG MATRIX FOR MSIL
Source: Union embodieds.
EXHIBIT 13: THE PRODUCT DEVELOPMENT CHOICES
Limb Treasure statement
Price, target intercourse
and competitive
retaliation
Strategic role of the
product
Limitations of this
choice
Entry-hatch
10% gone-by fuel fruitful
than resembling
products and treasure coercion
money.
~250,000
Markets further summit
50 cities
Nissan Datsun, Tata
Dolphin
MSIL’s centre
competency; can
dominate the intercourse as
the emulation is hither,
and perplexing coercion
emulation to achieve
this appearance flatten.
Inferior emolument lips;
if referable prosperityful then
issue would referable
meet its split-even
objectives.
Mid-hatch
Inplant interinterquantity (10%
gone-by with i-elation to
general resembling
vehicles), ease
(benefit features) and
sum insist-upon of acknowledgeership.
~375,000
Summit 100 cities
Ford Slight Car,
Nissan Slight Car
Bulky customer mean
upgrading from beginningcontrive to mid-hatch;
issue coercion parentage quiescent a
bulky intercourse.
The situationing was
middle of the
limb (coming referable
precisely defined);
target intercourse was
singly in limited
geographies. It was
referable expected to bear
a tevery contribution
margin.
Premiumhatch
Modish (singular styling
with i-elation to general
vehicles suited).
Technologically
advanced (new
features). Tall
operation (higher
power).
~500,000
Summit 50 cities
Ford Fiesta Contrive,
full pattern shelves
of general issues
Can influence as a
differentiator; can
create disgrace copy coercion
the union; can
create upbegin ask-for,
unfamiliar coercion making
another manner (sedan)
extinguished of this upbegin manner.
Tevery siege in
providing
technologically
advanced features.
Ardent emulation
— sundry global
competitors already
having modish and
technologically
advanced issues.
Source: Compiled by occurrence authors meand on union embodied.
This instrument is signed coercion interpretation singly by Chellyn Jones in QSO-500-X2223 Employment Lore 20TW2 at Southern Upbegin Hampshire University, 2021.

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