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More than a million units of this car have from Fiat motors. Mauritius manufacturing plants are located at two amenities Gorgon and Amnesia south of Delhi. Gorgon plants installed capacity is of 9, 00,000 units per annum and Amnesia plant with a capacity of 5, 00,000 units per year and a diesel plant with an annual capacity of 1, 00,000 engines and transmissions. Marti has 933 dealerships crossways 666 towns and cities in all states and union territories of India with 2,946 service stations (inclusive of dealer workshops and Marti Authorized Service Stations) in 1,395 towns and cities all over India.
It has 30 Express Service Stations on 30 National Highways across 1,314 cities in India. Service is a major source of proceeds to the company. Most of the service stations help many stranded vehicles on the highways by sending across their repair man to the vehicle. According to American Marketing Association (AMA) Board of Directors, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value of customers, clients, partners, and society at large. Dry.
Philip Kettle defines, marketing as “the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services”. Customer Perceived Value (CAP) is the distinction between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.
Typology of Customer Value Holbrook (1994 p. 27) asserted “Value is an interactive relativistic preference experience”. Based on this Holbrook proposed a typology of consumer value having here different dimensions: Extrinsic/linguistic: The consumer perceives value in using or owning a product or services as a means to and end versus an end in itself. Self-oriented/other-oriented: The consumer perceives value for the consumer’s own benefit as against the benefit of others.
Active/Reactive: The customer perceives value through direct use of an object as against apprehending, appreciating or responding to an object. These three dimensions give rise to eight types of customer value Extrinsic Intrinsic Self-oriented Active Efficiency Play Reactive Excellence Aesthetics Other-oriented Status Ethics Esteem Spirituality Thus for a company like Marti it would be very apt to use this model considering that the products that Marti Suzuki has to offer fits in quite easily in different dimensions as presented in the typology. 1. 3. Customer Perceived Value of Marti Suzuki with reference to Monroe Model between the quality or benefits they perceive in the product relative to the sacrifice they perceived by paying the price” Monroe has expressed the concept of customer perceived value as the ratio between perceived benefits and perceived sacrifice: Customer Perceived Value= Perceived Benefits Perceived Sacrifice According to Monroe perceived benefits has a positive influence on consumers’ perception of product value at first, and later on it may influence consumers’ purchase intentions.
In contrast, perceived sacrifice first has a negative influence on consumers’ perception of product value, and later on it may influence consumers’ purchase intentions. Perceived Benefits Here the benefits include customers’ desired value, e. G. , quality (Monroe, 1990). Sacrifices, on the other hand, include monetary (price) (Odds, et al. , 1991) and non- monetary (time, effort) (Crooning, et al. , 2000) considerations. Therefore, value includes here key factors: (1) quality, (2) price, and (3) convenience (Lemon, et al. , 2001), where convenience is the time and effort expended by the customers (Crooning, et al. 2000) services rendered there off. Whereas the sacrifices include the price of the car, maintenance cost, etc. 1. 3. 3 Customer Perceived Value of Marti with reference to Woodruff Model A Value-Hierarchy Model Woodruff (1997) proposed that “Customer value is a customer’s perceived preference for and evaluation of those product attributes, attribute performances and consequences arising from use that facilities achieving the customer goals and reposes in use situations. ” (IPPP) Accordingly the customer value hierarchy suggests that customers conceive of desired value in a means-end way.
Basically it can be known as a system to run businesses throughout the country by understanding customer’s goal and satisfaction over it (Leister, n. D. ) Desired Customer with Received Value Customer’s Goals and Customer Satisfaction Value Desired Consequences in Use Situations Desired Product Attributes and Attribute Preferences Starting at the bottom of the hierarchy, customers start to think about products as bundles of specific attributes and attribute performances. While purchasing and using a product they form desire or preferences for a certain attribute based on their ability to facilitate achieving desired consequence experiences.
Looking down the hierarchy from the top, customers use goals and preferences to attach importance to consequences. Also the customer’s use situation plays a critical role in evaluation as well as in desires. Marti Suzuki, being an automobile manufacturing company faces a lot of competition. Thus such a model would be very essential for their company. Means-End Model An adaptation of a model first proposed by Odds and Monroe (1985), Estimate with ere study in 1988 about price, quality and value towards consumers defined this into the concept of Means-End model. 2.
Value Proposition Definition of Value Proposition’ A business or marketing speech that summarizes why a customer should buy an item for consumption or use a service. This statement should prove a potential buyer that one meticulous product or service will add more value or better solve a problem than other like offerings. Companies use this statement to target customers who will benefit most from using the company’s products, and this helps maintain an economic moat. The ideal value reposition is concise and appeals to the customer’s strongest decision-making drivers.
Companies pay a high price when customers lose slight of the company’s value proposition. Way of Life’ is the Value Proposition of Marti Suzuki. As India is a country where comfort is vital while traveling, Marti has always been the first option. As mileage is a big criterion with cars for Indians, Suzuki proves to be better than quite a few other names in cars as its vehicles have a higher mileage; for example Swift gives km/LTR while if you compare a Honda City gives around 12-13 km/liter. 2. 2 Mission & Vision of Marti Suzuki
The Company Mission To make available a wide range of modern, high quality fuel efficient vehicles in order to meet the need of different customers, both in domestic and export markets. We must be an internationally competitive company in terms of our products and services. We must retain our leadership in India and should also aspire to be among the global players. Their focus is on: Building a continuously improving organization adaptable to quick changes Providing value and satisfaction to the customer Aligning and fully involving all our employees, suppliers and dealers to face competition Maximizing Shareholder’s value
Definition of target market: A specific group of consumers at which a company aims its products and services. Marti Suzuki has adopted a focused approach and wisely created segments within a large market to promote their cars. Lower Income Group- Marti 800, Alto Middle Income Group- Wagon-R, Swift, Swift Dizzier, Ritz High Income Group- Marti Suzuki Khakis, Suzuki Grand Valetta Suzuki Grand Valetta would obviously have no takers amongst the lower income group. Market attractiveness is a term that describes the profit possibilities available in a given market or industry. The more attractive a market is, the higher the potential refits.