Case Name :      Maruti Suzuki India Limited: Marketing

Authors :           Sanjeev Prashar, Harvinder Singh, Anshu Katiyar

Source :             Ivey Publishing

Case ID :            W13012

Discipline :        Marketing

Case Length :    10 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Maruti Suzuki India Limited, India’s largest car manufacturer and the only company in that country to have crossed the 10 million sales mark, was struggling with labour problems in one of its manufacturing units. As a result, it was rapidly losing its market share to competitors and its position as market leader was at stake. The strike not only damaged property at the plant and caused one death and hundreds of injuries, it also heavily impacted revenue and market share as customers and dealers dealt with the negative publicity and the shortage of production that resulted in long wait times for the company’s most popular models. The company must come up with a strategy to deal with its vulnerability in light of production cuts, demanding customers, disgruntled dealers and charged-up competitors.