Marketing Research Assignment - Tata Motors
Added on 2020-03-23
13 Pages2804 Words56 Views
Running head: MARKETING RESEARCHMarketing researchName of the student:Name of the University:Author note:
1MARKETING RESEARCHAbstract:The report is based upon the article ‘Tata Motors unveils new Zest sedan’. The report discussesthe target market alternatives for Zest sedan and the alternative ways of defining the populationfor Tata Zest sedan. The report also discusses the alternative ways of defining sampling framefor Tata zest sedan and the alternative ways of defining the sampling approach for the research.At the end, the report explains the effectiveness of the research approach chosen for obtainingthe desired results.
2MARKETING RESEARCHTable of contentsTarget market alternatives for the Zest sedan:.................................................................................3Alternative ways of defining the ‘Population’ for Zest sedan.........................................................4Alternative ways of defining the ‘Sampling Frame’ for Zest sedan................................................5Alternative ways of defining the sampling approach for Zest sedan...............................................7Explanation of the effectiveness of the above approach.................................................................8References......................................................................................................................................10Appendix........................................................................................................................................12
3MARKETING RESEARCHTarget market alternatives for the Zest sedan:Tata Motors launched Tata Zest sedan on 12th August 2014 in India and targeted thecapital of India that is Delhi as its target market. Tata Motors flagged off 100 new Zest sedancars in Delhi, which were purchased by the customers in Delhi. The company targeted Delhi asits target market because Delhi NCR comprises of a large number of car lovers and they lovebeing technologically advanced and ahead of the others (tata.com, 2017). However, the target market alternatives for Zest sedan can be the other metropolitancities of India namely, Mumbai, Kolkata, Chennai, Hyderabad, Bangalore, Ahmedabad, Pune,Surat and Nashik. These cities have a population of more than four million each. These citieshave a large number of middle class, upper- middle class and rich families, who can be thepotential customers of Tata Zest sedan. The car was priced between Rupees 4.64 lakhs to Rupees6.99 lakhs (tata.com, 2017). RecommendationMumbai is considered to be the economic capital of India and a majority of thepopulation comprises of businessmen and the youth working in several companies. Mumbai is ahub for private companies and provides employment opportunities to millions of Indians.Therefore, Mumbai would be a good option as a target market alternative in order to increase thesales. Chennai, Hyderabad and Bangalore are the hub for IT companies that employ millions ofIndians. A majority of the people in these areas are literate and have a good knowledge oftechnology. Therefore, they can be target market alternatives for Tata Zest sedan. Kolkata,AHmedabad, Pune, Surat and Nashik are also highly developed areas with a majority population
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