Maruti Suzuki SWOT Analysis, USP & Competitors

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SWOT Analysis of Maruti Suzuki with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Maruti Suzuki

Parent Company

Suzuki Motor Corporation

Category

Sedans, Hatchbacks, SUV’s

Sector

Automobiles

Tagline/ Slogan

Way of life; Count on us

USP

Maruti has car models in every segment with a wide price range to choose from, apart from being the most reliable name in Indian automobile market

Maruti STP

Segment

Complete automobile segment including sedans & SUV’s

Target Group

Indian urban and semi-urban middle class and upper middle class

Positioning

Maruti is India’s No.1 automobile brand with strong legacy

Product Portfolio

Brands

1. Maruti 800        2. Maruti A Star             3. Maruti Alto

4. Maruti Eeco      5. Maruti Grand Vitara 6. Maruti Gypsy King

7. Maruti Omni     8. Maruti Swift               9. Maruti Swift Dzire

10.Maruti SX4      11.Maruti Wagon R       12.Maruti Zen Estilo

Maruti SWOT Analysis

Strengths

1. Maruti Suzuki is the largest passenger car company in India, accounting for around 45% market share
2. Over 12,000 people are employed with Maruti
3. Good advertising, product portfolio, self-competing brands
4. Largest distribution network of dealers and after sales service centres
5. Strong brand value and strong presence in the second hand car market
6. Having different revenue streams like Maruti finance, Maruti Insurance and Maruti driving schools
7. Over 700,000 units sold in India annually including 50,000 exports

8. Maruti Suzuki launched NEXA showrooms to cater to its premium cars market

9. The company has been recognized by several awards in the automobile segment in India

Weaknesses

1. Inability to penetrate into the international market
2. Employee management, strikes, worker wage problems have affected Maruti's brand image in the past

Opportunities

1. Developing hybrid cars and fuel efficient cars for the future can be an opportunity for Maruti Suzuki
2. Maruti can target tapping emerging markets across the world and building a global brand
3. Fast growing automobile market and increased purchasing power

Threats

1. Government policies for the automobile sector across the world
2. Ever increasing fuel prices
3. Intense competition from global automobile brands and cheaper brands can hurt Maruti Suzuki's business
4. Substitute modes of public transport like buses, metro trains etc

Competition

Competitors

1.Honda Motors
2.Toyota Motor Corporation
3.Nissan Motors
4.Hyundai Motors
5.Fiat
6.Mitsubishi Motors
7.Chevrolet
8.Tata Motors
9. Skoda Auto
10. Volkswagen
11. Ford Motor Company


The table above concludes the Maruti Suzuki SWOT analysis along with its marketing strategy and brand parameters.

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