Abstract

The case “Maruti’s Digital Journey” talks about the adoption of digital technology by leading Indian automobile company Maruti Suzuki India Limited (MSIL). The case starts out with a brief history of MSIL. It then describes the digital initiatives taken by the company starting with data analytics. The case touches upon MSIL’s use of digital technology in providing a better customer experience. It also describes the innovative digital campaigns launched by MSIL on social media over the years. The case ends by highlighting the future plans of the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand why automobile companies are aggressively moving toward digitalization.
• Understand how companies create a better customer experience through the use of digital technologies.
• Analyze the role played by digital technologies in strengthening an automobile company’s marketing, sales, and distribution processes.
• Analyze the digital initiatives taken by an automobile company in marketing its products.
• Understand why automobile companies are launching innovative digital campaigns on social media.

Keywords

Maruti Suzuki India Limited; Suzuki Motor Corporation; Celerio; WagonR; DZire; 3D; Infotainment; SmartPlay; NEXA; AI; VR; Digital Campaigns; Social Media Campaigns; Platform; Digital