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Paper on Marketing Research of Tata Motors

   

Added on  2020-04-01

14 Pages3058 Words33 Views
Running head: MARKETING RESEARCHMarketing ResearchName of the StudentName of the UniversityAuthor Note

1MARKETING RESEARCHExecutive summaryThe purpose of the following paper is to discuss about the new market launch by Tata Motors,Zest Sedan. The various aspects like the marketing objectives and the strategies to beimplemented to sell the new car have been discussed in this paper. Other important things thathave been discussed here in case of Zest Sedan are the target population for the car, its samplingframe and the sampling approach. These aspects have been described by linking it to the new car,Zest Sedan. The alternative ways for the target population, sampling frame and samplingapproach have been discussed of Zest Sedan have been discussed as well. The reasons forselecting those alternative ways have been discussed as well.

2MARKETING RESEARCHTable of ContentsIntroduction......................................................................................................................................3New market entry............................................................................................................................3Marketing strategies.........................................................................................................................4Discussing the alternative target markets for Zest Sedan................................................................5Alternative ways of defining the ‘population’ for the research study on Zest Sedan......................6Demographic traits.......................................................................................................................6Psychographic traits.....................................................................................................................7Alternative ways to define the ‘Sampling Frame’ for research on Zest Sedan...............................7Alternative ways to define the ‘Sampling Approach’ for research on Zest Sedan..........................8Reasons why the earlier approaches being used for better results...................................................9Conclusion.......................................................................................................................................9References......................................................................................................................................11

3MARKETING RESEARCHIntroductionThe following paper discussed upon the marketing strategies for the Tata Motors as theyare gearing up to bring in a new model for increasing their market shares (Tatamotors.com2017). It has been observed that their market shares had been dropped to a huge level becausethey were not being able to bring out the new products under their belt. Similarly, they were notbeing able to enter into different target markets either. This had reduced their credibility to awhole new level. These things had been a prime concern for them over the past few years. Therehave been certain needs for them to get into the new markets to develop their market shares. Thescenario has turned out such that the organization had been running in loss as their market sharehad dropped down to 6% in 2013/14 while the figures were relatively higher in the previousyears, 9% in 2012/13 and 11% in 2011/12 (Tatamotors.com 2017). This situation requires themto enter into new markets and segment new target markets. Their new launch Zest Sedan couldbe able to do that trick for them because they are a strong force to reckon with as their brandreputation has been very trustworthy to the customers.New market entryIt is relatively important for the organization Tata Motors to enter a new market becausethey have a fair amount of reputation in the other markets that they deal in. They have launchedsome new cars in the market that will; cater to a totally new group of target people. The two newcars that they will be launching in this case are Bolt i.e. considered to be the new hatchback andZest Sedan which is also a complete sedan in the market (Tatamotors.com 2017). It will be acompletely new car with lots of new designs and facilities. Through the launching of this newcar, they will be entering into the petrol segment of the cars.

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