Abstract

The caselet provides an overview of Maruti Udyog Limited’s (MUL) product mix strategy since its inception to early 2000’s. The caselet describes the product mix adopted by the company during 1990’s. It examines the changing competitive environment in the Indian automobile industry during late 1990’s especially in the small car segment where MUL has a strong presence. This segment has seen the launch of three models Matiz (Daewoo), Santro (Hyundai), and Indica (Tata Engineering). Finally, it discusses MUL’s response to the increased competition.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Product management and new product development
• Importance of understanding competitive environment
• Analyzing product mix
• and Indian automobile market.

Keywords

Maruti Udyog Limited (MUL), Suzuki Motor Company, Government of India (GoI), Premier Automobiles Ltd (PAL) and Hindustan Motors (HM), Maruti Esteem, Maruti Zen, Maruti 800, Indian Automobile Market, Passenger Car Market, Supplier Base, Small Car Segment, Daewoo, Matiz, Hyundai, Santro, Tata Engineering, Tata Indica, Mid-Size, Luxury Cars, Fuel Economy, Indian Consumer, Wagon R, Alto, B Segment, Niche, Indigo