Marketing Report of TATA Zest Sedan - Desklib
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Added on 2020-04-07
Marketing Report of TATA Zest Sedan - Desklib
Added on 2020-04-07
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MARKETING OF NEW ZEST SEDONIntroductionTata motors finally availed its new vehicle brand called zest sedan in February 2014. This brandof vehicle comes with unique and attractive features especially for the millennial whoseattraction of vehicles is often in comfort and luxurious looks. The vehicle was manufactured inIndia and the company did this unveiling with the aim of covering up its lost ground in the carmarket (Tata Motors, 2014).Target market alternatives for zest sedanTata motors have to invest heavily in market selection for its new brand of car so as to remainrelevant and topmost in this business. This starts off with ensuring it exploits different marketsfor its new brand (Lavallec ́e, 2007). There are many vehicle markets available in the globe butthe kind of market one chooses to sell its products contributes a lot to business success. It’s in2015 that the number of cars on the roads passed the one billion mark globally. This indicatesthat more vehicles are being manufactured and released to the market and thus competition isalso high. The emerging markets are also growing at a high rate and for instance Russia (whichsounds like a potential market for Tata Motors to venture into) has an increase of 27% sales inthe year 2016. Such growth rates from countries like Russia have made changes in the normal standings amongthe world’s biggest 10 auto markets (Johnstone and Sabin, 2010). There is the need therefore forauto majors like Tata motors to try and capitalize on the increasing shift by opening newbranches in upcoming markets. This rise in the new car nations has reshaped the automotiveindustry as well as their brands. This has seen the company selling its vehicles to countries likeBrazil. Among the top most leading markets for vehicle business is China being the leading1
MARKETING OF NEW ZEST SEDONcountry, followed by United States, European Union, Japan, India, Brazil and Russia (Steiner,Thomas and William, 2011). This however does not imply that Tata Motors should lay focus onselling its new zest sedan to China as the world’s leading vehicle market. It’s advisable that thecompany ventures into new and upcoming markets which seem to be taking the market by storm.This will make it sell more compared to the already crowded markets like China. Recommendations Among the top 10 markets I would recommend that Tata motors targets Russia market for itsZest Sedan. This is because statistically the country has recorded tremendous growth in vehiclesales in the past year compared to the other nine markets.Population for a research study on zest sedanFor any company in business to realize the impact of its new product in the market it’s advisableto carry out research so as to get people’s opinion on how they perceive the new vehicle. Tatamotors cannot get opinion of all the potential buyers but at least a sample population can be usedto represent the opinions of a vast majority. It’s in this regard that a study population needs to beengaged (Yin, 2009). The target population is composed of an entire group of people to whichthe researcher aims at generalizing the study findings. Out of the target population the researcheris supposed to narrow down to the accessible population which in this case is the population thatthe researcher has an access to and it’s usually a subset of the target population. For the case ofTata motors the target population is actually people who use vehicles and especially personalcars or rather those who seem to be economically able to own an automotive. These are peoplewith vast experience and knowledge on different brands of vehicles in the market and thereforewill be able to provide good and measurable opinions on the new zest sedan (Johnstone and2
MARKETING OF NEW ZEST SEDONSabin, 2010). However the company cannot access all the target population across theautomotive markets globally. It therefore has to work with accessible population which should bea subset of the target population. In this case the company may choose to sample out respondentsfrom three among the top markets in the automotive business field. Recommendation- I would recommend that Tata motors samples out a target population fromchina which is the world’s leading automotive market, then Japan which is among the mediummarkets and finally Russia which is last on the list and has a promising market for growth in thisbusiness. Out of the target populations in these three markets Tata motors can then narrow downto accessible population and carry out research pertaining the customers’ views on this newbrand. The population selected shouldn’t be biased in any way but again they should choose apopulation that is relevant to their research. It does not make any sense to select a population thatdoes not have any knowledge or past experience on automotive brands and are less interested inmatters to do with automotives (Lee and Richard, 2009). This will render their researchineffective and therefore the research objectives will not be met as it is in their interest.Alternative ways of defining the sampling frame for research on zest sedanBefore the company carries out research on its new brand of vehicle that it unveiled (zest sedan)there is the need to determine a sampling frame. A sampling frame is the list of people amongthe selected population that intents to be used for the study. Tata motors are then required toknow the exact number of people from the accessible population who can engage in the study.The sampling frame ensures accuracy in data collection. Without a sampling frame then thecompany will be dealing with a non-probability sample due to lack of similarity in theprobability of people being sampled out for the study (Krista and Mark, 2010). The sample framecan be gotten manually by getting people who are in possession of automotives and have a good3
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