Maruti Suzuki India Limited - Competitive Strategies of the Market Leader![]() ![]() ![]() ![]() |
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Excerpts
Deregulation of the IndustryThe Indian automobile industry was regulated by the government till 1990. Indian consumers had little choice as there were only a few players in the industry including Maruti, Hindustan Motors, and Premier Automobiles. In 1991, several sectors of the Indian economy including the automobile industry were delicensed with the announcement of the 'New Industrial Policy'. Over the years, the norms of foreign investment in the automobile industry and import of technology were also eased... Competitive StrategiesIn an effort to counter competition from local and foreign players, Maruti started restructuring its operations. The continuous decline in market share and sales forced the company to rethink its strategy and formulate a new competitive strategy. Maruti upgraded its manufacturing facilities to meet the foreign challenge with its claims of high-end technology. It broadened its product portfolio and expanded its sales and service network to reach all over India...
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