Report on Tata Motor Market Research
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Added on 2020-04-07
Report on Tata Motor Market Research
Added on 2020-04-07
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Running head: MARKET RESEARCH‘Tata motors unveil new Zest Sedan’Name of the StudentName of the UniversityAuthor Note
1MARKET RESEARCH Table of ContentsIntroduction................................................................................................................................2Target market alternatives..........................................................................................................2Alternative ways of defining the ‘population’ for a research study...........................................3Sample frame.............................................................................................................................4Sampling approach.....................................................................................................................5References..................................................................................................................................9
2MARKET RESEARCH IntroductionTata motors, which are an automobile manufacturing company, started its journeyfrom 1945. However, to change the organization that were sinking with passenger’s car salesdue to the emerging competitions of foreign companies Tata motors came up with two newmodels in four years that are Sedan Zest and Hatchback bolt (Businesstoday.in 2017). Theycame up with small cars with various new attracting features just to grab the small car marketin India where there are huge passengers for vehicle sales. This report will further discussabout the target market alternative, defining the population, sample frame and sampleapproach of Tata motor’s Sedan Zest. Target market alternatives Target market includes the fragmenting the market into segments and thereforefocusing the marketing efforts on more than one key segment comprising the needs anddesires of those consumers who match the offerings of the product or service. For Tatamotors Zest sedan, which is known as the comeback cars for Tata motors in the market, areavailable in both petrol and diesel forms. However, to push the diesel version it has targetedthe upper middle class customers in India. However, for better sale and growth it will bebetter if the target the middle class customers as well. This will definitely push the customersto select the petrol vision as well. Due to the high fuel prices in India maximum of theconsumers takes a step back when it comes to affording a car but this Sedan can target thosemiddle-class customers with their petrol version. Then what they can do is to target thebusiness families who can buy this small cars and use for their different business purposes.Many business families need cars for transporting facilities. Thus, Sedan can target those,develop their market, and gain profit. In recent times, many companies are buying cars and
3MARKET RESEARCH giving them on rent services that are highly replacing the cabs in India (Nielsen and Wilhite2015). Therefore, these companies can be targeted as well. However, the customers can besegmented in many other ways mainly concentrating on their needs and class of cars. Sedancan target various other customers like those customers who considers cars to be a statussymbol, just married couples who need a small car just for themselves, those customers whohave just started their career and want to buy an affordable car that is from their own earning.Larger families can be targeted as well who already has a big car but now needs a small carthat will not take much space for parking. Lastly, those consumers who are wanting to buy alatest model with technically advanced features. Thus for them this Sedan is the best optionwhere they are getting a stylish car with both petrol and diesel version, it is small so will notmuch space and the most attracting part is the different new features involving the electronicpower assisted system (EPAS). Thus, in the country where consumer prefers quality cars atcheaper rates Sedan can be everyone’s first and best choice if the targeted market is revisedby Tata motor (Tiwari and Herstatt 2012). Alternative ways of defining the ‘population’ for a research study When for a research study a group is targeted then information is collected from eachmember who is falling in the group. However, here it is evident that this article on ‘TataMotors unveils sedan Zest’ the targeted population is those group who are businesspersonlike who keeps a tract about the vehicles in the market. Then, that group of people who areinterested in cars. This article clearly states the ravishing features and advantages of this carin a country where fuel price is high and people prefers to drive cheap. Thus, the alternativecan be those groups of population who are sports lover like those who goes for car rallies.They can be the population who can use these for local car rallies utilizing its various features
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