Maruti Suzuki India Limited - Competitive Strategies of the Market Leader

Case Code: BSTR351 Case Length: 19 Pages Period: 1991-2009 Pub Date: 2009 Teaching Note: Not Available

Price: Rs.400 Organization: Maruti Suzuki Industry: Automobile Countries: India Themes: Competitive Strategies, Differentiation

Abstract Case Intro 1 Case Intro 2 Excerpts

Background Note

It was in the 1970s that the Indian government decided to develop an affordable small car or a 'people's car' in India. Its target customers would be the burgeoning middle class. Maruti Limited was set up in 1971. However, in 1978, the company was liquidated. In the early 1980s, the small car project was brought back to life by the government. The government entered into a joint venture agreement with Suzuki. The joint venture company, Maruti Udyog Limited was incorporated in 1981, to take over the assets of Maruti Limited...

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