1 Maruti Suzuki India Ltd Name of Student University Course Name of Instructor Date 2 Maruti Suzuki India Ltd The Indian car market subdivides into van, sedan, multi-utility vehicle (MUV), sport utility vehicle (SUV), and hatch product categories (Mukherjee et al., 2015). Maruti Suzuki India Limited's (MSIL) massive expansion in the Indian market is mainly because of the hatch segment (A-segment). This segment divides into the premium hatch, mid-size, and entry. According to Mukherjee et al., (2015), MSIL, a subsidiary of Suzuki Motor Corporation Japan, was once a leading automobile company in India, mainly its A-segment. Mukherjee et al., (2015) reveal that from 2008 to 2013, MSIL faced persistent competition in this segment from Hyundai i10, Beat from General Motors, Tata Nano, Brio from Honda, and Eon from Hyundai, which was dominating. Business Problem Research Problem Since the invasion of the MSIL's market by Ford, Hyundai, General Motors, and Toyota, the company's leadership in the A-segment has significantly declined. However, the market decline in the Indian market for MSIL cars as a result of quality car features from rival companies. As these competitors penetrated the Indian market with advanced features of their cars, MSIL's customers shifted to these luxurious cars while leaving MSIL's outdated cars with uncompetitive features. Cars by various manufacturers forced the MSIL's market coverage for the A-segment to decrease from the initial 61% to 49% (Mukherjee et al., 2015). This decline indicated that the company initially controlled at least half of the Indian car market. Unfortunately, market invasion by other car manufacturers such as Toyota marked the end of MSIL's market control 3 position. Mukherjee et al. (2015) revealed that the Indian car market would grow by 4.7 million sales units annually, and the A-segment specifically would expand to 2.4 million units of sales yearly before 2017/2018. If this diminishes as time goes on, this can undermine the competitive market edge of MSIL in India. The company should reexamine the strategy to establish a reliable position in the car market. The weakness of this strategy would be a gradual loss of market share. Suppose the reassessment results indicate that under extreme conditions, the company's market position gets eliminated in the Indian market because of stiff competition. In that case, MSIL needs to redefine its marketing strategies. According to Kennerley et al., (2017), in an intense competition situation, mainly from giant manufacturers such as General Motors, Honda, Toyota, Ford, and Hyundai, it becomes a survival mechanism for the fittest. Without any doubt, the "weak" competitor gets pushed out of the market. However, the company has installed HEARTECT safety features to compete in the market. HEARTECT is designed using Ultra & Advanced High Strength Steels with a smooth continuous frame as a new-generation model to evenly absorb and distribute impact energy across the car structure to ensure passengers' safety in case of collision. This feature has placed MSIL cars on the top in terms of safety. Stakeholders The declined market share presented a significant negative impact of decreased revenue to the company's stakeholders, such as the suppliers such as The Amtek Group and The JBM Group, the workers, clients, company dealers, and the corporation executives (Mukherjee et al., 2015). The dealers include Competent Automobiles, Magic Auto, and Bagga Link Motors. The 4 company has 15,945 workers who are likely to lose jobs due to reductions resulting from the declined market share that cannot generate enough revenue to cater to wage bills. The interest of the mentioned stakeholders is that MSIL manufacturer high-quality cars to regain leadership in the A-segment. Research Objective To establish the luxury features that MSIL can install to improve the quality of its cars to compete with other car manufacturers. In attaining this objective, the company will have to find a means by which the car quality gets improved by adding new features and system specifications without passing the additional cost to car end-users or consumers. By doing this will assist in ensuring MSIL and stakeholders remain in a better position for market viability. The balancing of these aspects ensures the MSIL becomes competitive while increasing its Indian market share. Research Question What luxury features do the Maruti Suzuki's customers want to get installed in Suzuki's cars for quality improvement? The leading reason for the decrease of MSIL's market share in the Indian market is poorquality cars with outdated features. As a result of this weakness, customers have opted for Toyota, General Motors, Ford, and Hyundai cars with luxury features. The company cars lack these new features originally termed luxury features (Mukherjee et al., 2015). Thus, customers in the market demand the features, thereby making MSIL address the need to avoid losing the market share and experiencing decreased gross and net profit margins. 5 Ethical Issues In carrying out the study, the ethical collection of data and protection will revolve around primary issues: getting informed consent from participants, protecting those involved from getting harmed, respecting anonymity and confidentiality, and adhering to privacy. Regarding informed consent, anyone wishing to participate will knowingly, voluntarily and intelligently, give his will without being pushed or coaxed by the researcher (Bunnik et al., 2020). Thus, a decision to participate or not lies in his hands. Also, when collecting data, the instruments should not cause harm to participants. Instead, the used tools should promote their welfare. Thus, a researcher will account for potential research consequences and balance the risks with proportionate benefits. When the respondents get requested to fill the questionnaire or survey questions, the researcher should guarantee their confidentiality and privacy. The questionnaires should bear no respondent's name or any other personal details that may disclose the identity. However, if promising anonymity becomes impossible, a researcher needs to address confidentiality that involves managing private information to protect the subject's identity during the data collection stage or any other phase of the research process. Due to privacy concerns, the researcher should comply with the institution or participant's terms and conditions about the time and general situations under the private information shared or withheld. Before starting data collection from the company, the researcher should first get the permit from the organization's authority to use the institution as the official research setting (Bunnik et al., 2020). This permission seeking creates awareness in the entire company that a research study is ongoing; thus, it psychologically prepares the participants and other stakeholders. 6 Literature Review The Theories Behaviorism Learning Theory: Since the primary organizational problem is the declining market share for Maruti Suzuki's cars, there is an implication that behaviorism learning theory is at play. The theory's motivation to determine how customers react and respond to certain features of the care in the market explains why the market share has been declining. According to the concepts of this theory, the company should repetitively offer quality features to regularly remind customers that the manufactured cars are luxurious and more advanced than those of Toyota or Ford. Also, the theory may imply that the company does not offer positive reinforcement to workers in the production units. Muhajirah (2020) reveals that due to the lack of these positive reinforcements, employees swiftly abandon their efforts of producing qualified features because they feel unrecognized, hence making the company manufacture poor-quality cars that cannot compete in the market. Theory X: This theory revolves around the management of company workers to foster positive production. Since the market has been declining due to uncompetitive cars, the concern originates from how workers are managed. In this case, it means that the organization's leaders have failed to employ an authoritarian management style despite workers showing little passion for their work (Daneshfard & Rad, 2020). Thus, workers and managers have not attained a collaborative and trust-based relationship that can help the company compete with its competitors. The Bias and Limitations in Literature 7 In behaviorism learning theory, a cognitive bias is present. This cognitive bias implies a systematic pattern of deviation from the rationality of what motivates workers and customers. As a result, customers can create their "subjective reality" from their perception of the cars and fail to realize the completed improvements. If the customers' construction of reality does not become objective input, the dictated market behavior may not be sensitive to the company's luxurious car efforts. The primary limitation of this theory is that it ignores motivation and social dimensions of learning despite people having different ways to learn. Primarily, this limitation originates from complicated human development. Theory X bias targets employees perceived to be underperformers in an organization. The limit assumes that people dislike work and will avoid doing anything they do not have to do. These workers are generally lazy and irresponsible. Thus, they must get controlled and forced or engaged in work. A Research Study Facing the Challenge Yannopoulos's (2010) study on market share shows that market coverage is directly proportional to profitability. This research used experience theory to establish the company's market position in the market. The findings were that the larger the market share, the lower the business units compared to the competition and the higher profitability. However, the used literature bias and limitation were that it did no support the market share profitability hypothesis. Thus, the literature provided little explanatory power by exaggerating the contributing factors to higher profitability. An Organization Faced the Similar Challenge Nokia's market share declined after customers complained of the smartphone's poor operating system. These smartphones had software associated with a series of problems. The 8 introduction of the Apple's iPhone and Google's Android operating system in the market revealed the magnitude of Nokia's strategic mess. The company's already poor market share in the U.S. plummeted more, with the organization accounting for barely 7% of the U.S smartphone market (Chaturvedi et al., 2017). Even after the company launched a well-received operating system, the market share did not improve. By the time the organization released MeeGo, it was far too late to compete with Android and iOS. 9 References Bunnik, E. M., Timmers, M., & Bolt, I. L. (2020). Ethical Issues in research and development of epigenome-wide technologies. Epigenetics insights, 13, 2516865720913253. Chaturvedi, S., Singh, S., & Chaturvedi, S. (2017). Analysis of Decline Market: with Special Reference To Nokia Mobile Phone. International Journal of Engineering Research and Development. 2017. Vol. 13. Issue 9. P. 22, 27. Daneshfard, K., & Rad, S. S. (2020). Philosophical analysis of theory x and y. Journal of Management and Accounting Studies, 8(2). Kennerley, M., Neely, A., & Adams, C. (2017). Survival of the fittest: measuring performance in a changing business environment. Measuring Business Excellence, 7(4), 37-43. Muhajirah, M. (2020). Basic of Learning Theory:(Behaviorism, Cognitivism, Constructivism, and Humanism). International Journal of Asian Education, 1(1), 37-42. Mukherjee,J., Mathur, G., & Nikhil Dhar, N. (2015). Maruti Suzuki India: Defending Market Leadership In The A-Segment. Yannopoulos, P. (2010). The market share effect: New insights from Canadian data. Journal of Global Business Management, 6(2), 1. QSO 500 Milestone Two Guidelines and Rubric Overview: For Milestone Two, you will explain the research design and methods that will be used to address the business problem you identified in Milestone One, justifying why they are appropriate for your research study. To support your research design, describe the methods you will use, the key variables, and ethical considerations involved in using the research design. Prompt: Explain how you will carry out your research. Remember that your business problem should be able to be addressed using action research. Specifically the following critical elements must be addressed: Research Design: A. Explain the research design and methods you will use, justifying why they are appropriate for your research study. B. Describe the key variables from primary and/or secondary data sources that you will use to analyze your research problem. C. Explain the key dependent and independent variables. In other words, how would the independent variables predict, explain, or prove the dependent variable? D. Explain the key ethical considerations for using these data sources, including how they meet legal and professional standards. Rubric Guidelines for Submission: Your milestone must be submitted as a 5- to 7-page Microsoft Word document with double spacing, 12-point Times New Roman font, one-inch margins, and at least three sources cited in APA format. Critical Elements Research Design: Research Design and Methods Proficient (100%) Explains the research design and methods that will be used, including justification of why this is appropriate for the study Research Design: Variables Describes all key variables from the primary/secondary data sources that will be used to analyze the research problem Needs Improvement (75%) Explains the research design and methods that will be used, but explanation is cursory, contains issues of clarity, or does not justify why this is appropriate for the study Describes the variables from the primary/secondary data sources, but description contains issues of clarity or does not address all key variables Not Evident (0%) Does not explain the research design and methods that will be used Value 20 Does not describe the variables from primary/secondary data sources 20 Research Design: Dependent and Independent Variables Explains the dependent and independent variables Research Design: Ethical Considerations Explains the key ethical considerations for using the data sources, including how they meet legal and professional standards Articulation of Response Submission has no major errors related to citations, grammar, spelling, syntax, or organization Explains the dependent and independent variables, but explanation contains inaccuracies or neglects key variables Explains the ethical considerations for using the data sources, including how they meet legal and professional standards, but explanation is cursory or neglects key ethical considerations Submission has major errors related to citations, grammar, spelling, syntax, or organization that negatively impact readability and articulation of main ideas Does not explain the dependent and independent variables 25 Does not explain the ethical considerations for using the data sources 25 Submission has critical errors related to citations, grammar, spelling, syntax, or organization that prevent understanding of ideas 10 Total 100%
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