Research Journal

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Research Journal
In the case study, Maruti Suzuki India: Defending Market Leadership in the A-Segment, the focus was on building a product roadmap for the development of the products that are produced by the company. The car market in India has many categories namely, the sedan, multi-utility vehicle (MUV)/sports utility vehicle (SUV), van, and hatch. The progression of the car market is said to be led by the growth of the hatch segment, also called the A-segment. In addressing the primary concern of the study, which is to defend the market leadership that the company Maruti Suzuki India has over other competitors when it comes to the hatch category or A-segment, the primary type of data that will be used for the research are quantitative in nature, to provide an objective and clear-cut number of the aspects of the research being discussed. However, this case study perfectly showcases the importance of using qualitative data to support and further strengthen the data with various characteristics and traits.
Some of the qualitative data that can be found in the case study are Exhibit 1: Details of the Segments in the Indian Car Market and Exhibit 13: The Product Development Choices. These both provide support in the aspects that are important in answering the main focus of the research. On the readers’ point-of-view it also solidifies why there is a need for the research to be conducted.
Exhibit 1: Details of the Segments in the Indian Car Market table show the segments in the Indian car market, differentiating its products, price range, consumer requirements, and specific attributes Ivey Business School. (2015). This table is important becaus...