Maruti Udyog Limited: International Marketing

Abstract

The case can be used for assessing the international efforts of the Maruti Udyog in general and introduction of the Maruti car in Europe and Italy in particular. This can also be used for preparing the international marketing plan for the company. The case describes the company background, genesis of exports, preparing the company for world-class manufacturing, overview of exports from 1986-87 to 1991-92, overall strategy for international marketing, plan for new markets, planning system for existing markets, and a detailed review of exports to Italy. The detailed review includes distributor selection, product testing, launch of the vehicle, and initial experiences in the market. The case also provides a nine-year digest of operations of the company and world market summary for new car registrations.