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Maruti Suzuki report on marketing financial and HRM

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Maruti Suzuki report on marketing financial and HRM

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Detailed analysis in Indian automobile sector, Maruti Suzuki company product S-Cross 2017 on marketing, Financial report and Human Resource Management.

Detailed analysis in Indian automobile sector, Maruti Suzuki company product S-Cross 2017 on marketing, Financial report and Human Resource Management.

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Maruti Suzuki report on marketing financial and HRM

  1. 1. Report On Maruti Suzuki S-CROSS Submitted By: Dipankar Mandal
  2. 2. SECTOR INFORMATION -Industry Size and Their Contribution to GDP Automobile, 7.1Other Industry, 17.7 Agriculture, 17.4 Service, 56.9 Contribution to GDP from all sector Automobile Other Industry Agriculture Service 2 Wheeler 81% Passenger Vehicle 13% Three Wheeler 3% Commercial vehicle 3% Share percentage of all type vehicle 2 Wheeler Passenger Vehicle Three Wheeler Commercial vehicle
  3. 3. SECTOR INFORMATION CONTD… -Historical Growth & De-growth 68 55 59 64 69 0 20 40 60 80 2013 2014 2015 2016 2017 GROWTH/DEGROWTH Growth/Degrowth Reason For Growth and De-growth -Problem in their cars airbag. -Recalling around 800000 cars across India -Fault in Ignition Switch.
  4. 4. SECTOR INFORMATION CONTD… -Porter’s Five Forces Model Threat of new entrants– High • High Barriers • Competition level is high Threat of substitute- High • High Barriers. • Presence of multiple brands. Bargaining power of supplier – Low • Number of supplier is high, company can switch easily to another supplier Bargaining power of buyers – High • Varity of products and same product at low cost available in the market Competitive rivalry – High • The MNC companies are giving very high competition to Indian automobile market
  5. 5. COMPANY INFORMATION -Company Snapshot & news • Maruti Suzuki Limited also known as Maruti Udyog Limited. • Maruti Suzuki established by Sanjay Gandhi in 1981. • In 1993 Maruti Suzuki launched their first car called Maruti 800. • Maruti Suzuki has 47.2% of market share in automobile industry India. • Japanees company Suzuki owned 56.21% of share of Maruti. • In 2015 Maruti Suzuki launched NEXA for premium segment car. 1. Maruti Suzuki has planning to setting up a fresh new manufacturing branch for electric vehicles. 2. Maruti Suzuki to start 15 Automobile Skill Enhancement Centre’s across India (25th May 2017). 3. Maruti Suzuki to launch three new models in the year 2017-2018. 4. Maruti Suzuki India plans engine upgrades, more model with automatic variants (24th May 2017). 5. Suzuki Motorcycle mulls 2nd plant in India (7th November 2017). 6. Maruti Suzuki Introduces Extended Warranty on All Cars up To 5 Years. 7. Top 6 carmakers clocked only 4% growth in October as GST jitters hit Diwali sales. 8. Maruti rides on its distribution clout, but capacity constraints may hit growth (21th Aug 2017). 9. Maruti Suzuki Q1 profit miss’s estimates hit by dealers' compensation, revenue up 16%.
  6. 6. COMPANY INFORMATION CONTD… SWOT Analysis of the company Weakness – 1)Inability to penetrate the to international market 2)Maruti has not proved themselves in SUV segment. Strength – 1)Market Leader 2)Largest distribution 3)Strong brand value Opportunity - 1)Developing electric cars 2)Target international markets 3)MUL can expand their swift into premium segment. Threat – 1)Government policy. 2)Increasing price of fuel. 3)Threat of MNC companies.
  7. 7. COMPANY INFORMATION CONTD… Product & Services Services: • Maruti Insurance • Maruti Finance • Maruti True Value • Maruti Genuine Accessories • Maruti Driving School S Cross Baleno Vetara Breeza Ciaz S-Cross Swift
  8. 8. MARKETING -SWOT Analysis Strength: • Very high Premium look in very affordable price. • Inside space is very big. • Comes with Maruti Suzuki smart Hybrid technology which reduce the fuel efficiency. • Strong distribution and service network. • Strong backing by the Maruti Suzuki brand. Weakness: • No automatic variant segment. • Interior quality is very low. Opportunities: Maruti Suzuki can introduce automatic version option for the car. The look is very premium but maruti can think about the quality. Leveraging the wide distribution to acquire newer customer. Leveraging the presence in SUV segment to extend brand. Threats: • Other international company’s product like Hyundai Creta, Renault Capture. • Product innovations and frugal engineering by competitors. • Increasing fuel cost.
  9. 9. MARKETING CONTD… -Marketing Mix Product – Maruti Suzuki S-Cross Price: Maruti Suzuki S-Cross Comes with 4 variants as follows- S-Cross Sigma DDiS 200 SH (Rs. 8.49 lakh) Delta DDiS 200 SH (Rs. 9.39 lakh) Zeta DDiS 200 SH (Rs. 9.98 lakh) Alpha DDiS 200 SH (11.29 lakh) Place: Company website/ Company Showroom/ Car Dekho.com/ Zigwheels/ Paytm booking Promotion: Advertising: Maruti Suzuki using NEXA brand to advertise their product into premium market. The company is also using commercial ad for advertise the product, although there are also other advertising campaign as follows: Diwali Offer/ Festive offer/ Advertising Partners/ Sponsors.
  10. 10. -STP STP Marketing is 3 step approach to build a targeted marketing plan. The “S” stands for Segmentation, “T” stands for targeting & “P” stands for positioning. Segmentation: The segmentation step is the brainstorming activity. You list out all the potential market segment you could target in marketing campaign. Demographic: AGE – Anybody of age above 18 years. INCOME – Anybody with income of 7 lakhs per annum. OCCUPATION – Employed as professional, Businessman. SOCIAL CLASS – Upper middle, Middle class & Upper class. Psychographic: ATTITUDE – Ambitious, Price conscious INTEREST – Premium look, SUV vehicle Behavioral: BENEFITS – Quality, Style USER STATUS – Potential User & First time user. READINESS STAGE – Those who are aware, informed, interest.
  11. 11. Targeting: Targeted the middle class segment families, Price conscious people who wants more facilities with an affordable price, adults who want to buy their first car. Positioning: Positioning as an affordable premium SUV car in Maruti Suzuki company. As a fuel efficient car providing a comfortable drive. As a more technological & user friendly car. PLC: A new product progresses through a sequence of stages from development to introduction, growth, maturity, and decline. This sequence is known as the Product Life Cycle. In this graph we can see that the Maruti Suzuki S-Cross is in Introduction position in PLC graph, because Maruti Suzuki S-Cross just launched 2 months ago and introduced to the market. it sold around 4000 unit India. Introduction Research& Development Growth Decline STP CONTD… Maturity
  12. 12. BUSINESS FINANCE 5.61360312 5 6.52600694 7 7.63534519 6 8.09940256 4 10.9666205 3 2013 2014 2015 2016 2017 NET PROFIT MARGIN Observation: From this graph we can see that the gross profit margin increasing in 2016 then it slightly decreasing in 2017, because the total expenses in 2017 increases as compare to 2016 that is why the gross profit margin increasing in 2017. 21.0829623 9 23.2803514 4 24.5278263 6 27.6787169 7 26.6730833 2013 2014 2015 2016 2017 GROSS PROFIT MARGIN Observation: In this graph we can see that the Net profit margin is increases because the company sales is increases and the production of the company also increases that is why the company’s net profit margin is increasing. - Gross Profit & Net Profit Margin
  13. 13. BUSINESS FINANCE CONTD… -Direct Cost & Indirect Cost 33584.47 32682.61 36614.54 40676.2 49062.7 0 10000 20000 30000 40000 50000 60000 2013 2014 2015 2016 2017 Total Direct Expenses Total Indirect Expenses Observation: From the graph we can see that the direct expense is higher than the indirect expense. The most important thing is that the indirect expense and direct expense both are increasing from last 5 years. In the direct expense the raw material consumption, purchase of trade goods, Employee cost is increased from previous years that is why the direct expenses of the company is increasing. In the Indirect expense it is not increasing in very high amount somehow it is constant. The tax and other expense is also increasing but the interest amount and depreciation is decreasing.
  14. 14. BUSINESS FINANCE CONTD… 11740.1 13411.8 14142.1 13774.7 14541.5 2013 2014 2015 2016 2017 TOTAL FIXED ASSETS The graph shows us that the company is buying more land, machine or they are investing their money into tangible asset and intangible asset, that is why fixed asset is increasing in 2017. 4218.5 6097.6 -625.1 -4140.5 -4621.4 2013 2014 2015 2016 2017 WORKING CAPITAL Observation: In this graph we can see that the company has the negative working capital that means the company is unable to meet its short term liabilities with its current assets. The current liabilities is more than the current asset - Total Fixed & Working Capital 0.029221321 0.021946801 0.006108622 0 0 1 2 3 4 5 DEBT EQUITY RATIO Observation: In 2016 and 2017 the DEBT Equity Ratio is O, that means the company does not have any long term borrowing loan. - DEBT Equity Ratio
  15. 15. HUMAN RESOURCE CONTD… -Skills Requirement & Sources of Recruitment • Interpersonal Skill • Analytical Skill • Leadership Skill • Problem Solving Skill • Critical Thinking • Decision Making Skill • Team work • Machinery knowledge • Time management • Conflict Management • Perfect attendance • Listening and following instruction • Problem solving skills • Man power management • Technical knowledge • Product knowledge • ITI knowledge Skills Requirement • College campus selection • Job fair • Walk in Interview • Advertisement • Employee Exchange • Social media • Online source • Conference & Seminars • Consulting • Head Hunting • Company Website • Employment exchange • Competitive examination Internal Sources • Personal Preference • Examination • Extension of service • Internal trainees • Pipeline candidates • Recalls • PPO • I.J.P(Internal Job Posting) • Transfer: • The employees are transferred from one department to another according to their efficiency and experience. • Trade union External Sources
  16. 16. HUMAN RESOURCE MANAGEMENT CONTD… -Selection Process & Induction Process Preliminary Interview Application Form Selection Test Employment Interview Medical Examination Reference Checks Final Approval Induction Evaluation Selection Process • Overview of maruti suzuki company. • Product range and positioning of each segments. • Providing the basic knowledge of automobile industry. • Providing all details about the job. • Train the candidate in the job related skill. Induction Process
  17. 17. HUMAN RESOURCE MANAGEMENT CONTD… -Types of Training, Performance Appraisal Method & Employee Benefits TYPESOFTRAINING Product Program Customer Care Dealership Management Program Branch Manager Program Role Playing Management Games The case study method. 360 Degree Performance Appraisal Method Self Other Boss Superior Boss Internal Customer Supplier Subordin ates Co- workers Employee Discount Sick Pay Health Insurance Employee Benefits

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