Abstract

This caselet illustrates the strategy followed by Maruti Udyog Limited (MUL), India’s largest car maker, when confronted with intense competition from foreign players. It highlights the promotional offers undertaken by MUL in its quest for market dominance. The caselet examines how the company aligned itself to the changing market requirements, through promotional offers, and reached out to potential customers. Finally, the caselet throws light on how MUL entered the pre-owned/used car market in India.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of direct marketing as a marketing communication tool
• and Understanding consumer buying behavior through market research.

Keywords

Maruti Udyog Limited, Hyundai, Promotions, Tata, Santro, Teacher Plus, Maruti 800, State Bank of India, EMIs and ICICI Bank