Maruti Udyog Limited - The Pricing Dilemma |
ICMR HOME | Case Studies Collection
» Marketing Case Studies Please note: 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. |
||||
The Competition Contd...
Background NoteIn its efforts to fulfill the growing demand for personal transport vehicles, the Government of India (GoI) established MUL in February 1981 through an Act of Parliament. It was incorporated to take over the assets of the erstwhile Maruti Limited set up in June 1971 and wound up by High Court order in 1978. In October 1982, the GoI signed a joint venture agreement with Suzuki Motor Corporation (SMC) of Japan.
In an era when owning a car was a distant dream for a vast majority of Indians, MUL rolled out its first car, the M800. The company labeled it a people's car, with a 796cc 3-cylinder engine that delivered 39.5bhp at an affordable price of Rs. 65,000. The first vehicle was released for sale in December 1983. Initially, the car was criticized for its diminutive size, but it proved to be spacious enough to carry four adults... 3] Sengupta Nandini, "Goodbye M800, there's a new #1," The Economic Times, June 04, 2004. |
Case Studies Links:-
Case Studies,
Short Case Studies,
Simplified Case Studies.
Other Case Studies:-
Multimedia Case Studies,
Cases in Other Languages.
Business Reports Link:-
Business Reports.
Books:-
Text Books,
Work Books,
Case Study Volumes.