August 2017
Intermediate to advanced
212 pages
7h 19m
English
book
Marketing Management: Indian Cases
by Ashita Majra Isaac Jacob, Varsha Jain, G.Radha Venkatesh Suresh Paul A, Susobhan Goswami
Content preview from Marketing Management: Indian Cases
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CASE 12
The Call of the Competition
Competition is a necessary evil in marketing.
Maruti Suzuki (hereafter referred as Maruti or Suzuki interchangeably) has been a long-reigning monarch of small cars in India. It’s been more than three decades when India’s first Maruti 800 was launched as a modern personal transport, a sense of pride for Indians. Since then, the brand has evolved, adapted and updated itself to changing scenarios, and have had an amazing transformational journey.
With South Asia witnessing rising economic levels, came in shifts in consumer choices. To fit itself aptly into the changed milieu and aspirations of these economies, Maruti has stepped past compact cars and today carries within its stable, models for different upscale ...
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