Maruti Udyog in 2003

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA074 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


Case Length : 19 Pages
Period : 2003
Organization : Maruti Udyog Limited
Pub Date : 2003
Teaching Note : Not Available
Countries : India
Industry : Automobile


Maruti Udyog, a joint venture between Suzuki of Japan and the Indian government, has dominated India's automobile market by providing a wide range of cars at affordable prices. In the late 1990s, as competition intensified, it started losing its market share. A change in management control from the Indian government to Suzuki, and intensive cost cutting and productivity improvement initiatives helped the company to strengthen its competitive position. This case covers the various restructuring activities undertaken by Maruti since the late 1990s.


  Page No.
Introduction 1
Background Note 1
Restructuring 6
Brand Building 10
Diversification 13
Future Outlook 14
Exhibits -


Maruti Udyog, Restructuring, Automobile industry in India, Operation management, Brand building, Diversification, Suzuki Motor Company, Suzuki and Indian government conflict, Vendor management, Segmentation of Indian car industry

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