Maruti Suzuki India's Foray into Africa



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Code : COS0109

Year :
2013

Industry : Automobile

Region : India, Africa and Europe

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: Maruti Suzuki India Limited (Maruti), India’s largest car company by production and sales, was preparing to strengthen its export base in Africa. One of the first Indian automobile manufacturers to gain popularity in the overseas market, Maruti had been exporting cars to European markets since mid 1980s. However, with the changed dynamics between 2009 and 2012, the company had decided to target the African market to spread its geographic risk. By 2013, Africa had become Maruti’s largest export destination, overtaking Europe. In fiscal 2012-13, Maruti’s exports to Africa registered a 50% growth compared to the previous fiscal and contributed to 30% of the company’s total exports. With many African countries trailing India’s economic development by over two decades, analysts commented that Maruti’s strategies in India since its inception in 1981 would help it achieve similar success in Africa.

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Pedagogical Objectives:
This case is designed to enable students:

  • Understand the strategies adopted by Maruti in the international markets.
  • Discuss if Maruti’s strategies in Europe could be replicated in Africa.
  • Debate on how Maruti’s experiences in India over the years would help it in Africa.
  • Deliberate the export strategies of Maruti in Africa.

    Keywords :Export Strategies, Maruti Suzuki in Europe , Suzuki in Europe , Maruti Suzuki in Africa, Suzuki in Africa , Maruti’s Exports to Africa , Scrappage scheme in Europe, Exports to Africa , Exports to Developing Economies, Automobile Exports, Exports in Automobile Industry, Global Automobile Industry, Automobile Industry in Africa, Indian Exports in Automobile Industry, Maruti Suzuki India Limited

    Contents :
    » From Maruti Udyog to Maruti Suzuki India Limited
    » Maruti Exports to Europe
    » From Europe to Africa
    » Way Forward


    Case Introduction >>


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