Report on Marketing Research of Tata Motors
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Added on 2020-04-07
Report on Marketing Research of Tata Motors
Added on 2020-04-07
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Running head: MARKETING RESEARCH OF TATA MOTORS ZEST SEDANMarketing research of Tata Motors Zest SedanName of the StudentName of the UniversityAuthor note
1MARKETING RESEARCH OF TATA MOTORS ZEST SEDANExecutive summary The aim of the paper is to analyze the alternative targeting market and population for TataMotors New Zest Sedan launch and the sampling approach for the survey. The alternativetarget market for the company is the high-level income customers and the population hasbeen divided into three groups such as the high-income level customers, car lovers and thepeople having fewer parking spaces. For the survey on appropriate market for new car asampling approach is used to reach an appropriate result.
2MARKETING RESEARCH OF TATA MOTORS ZEST SEDANTable of ContentsIntroduction................................................................................................................................3Alternative targeting market for Zest Sedan..............................................................................3Alternative ways of defining population....................................................................................5Sampling Frame.........................................................................................................................6Sampling Approach....................................................................................................................7Conclusion..................................................................................................................................8References..................................................................................................................................9
3MARKETING RESEARCH OF TATA MOTORS ZEST SEDANIntroduction Tata Motors has been known for launching huge range of cars from premium ragecars to low range cars. It had come up with few luxury range cars such as the Jaguar, LandRover that targeted the premium customers. However, the company has experienced a loss inits market share in the past few years to the other motor companies like Hyundai Motor andMaruti Suzuki. This made the company to launch a car that can suit the needs to middle classcustomers as well. Thus, the company came up with a new car in the name of Zest Sedan thatit wanted to target the middle-income customers (Businesstoday 2017). The paper discussesabout the alterative target market for Tata Motors and defines an alternative population forthe company. Further, it focuses on the sampling frame and sampling approach for the newtarget market for Tata Motors. Alternative targeting market for Zest SedanTargeting is one of the important activities of any firm before launching a newproduct. Before launching a product, the company first plans the target market that it wantsfor its product and accordingly strategizes its marketing plan and prices. The target marketcomprises of the customers that the company wants to sell its product. Thus targeting thecustomers for the product is essential before developing the marketing plan for the newproduct. Tata Motors has also planned to launch a new product for which it has targeted themiddle-income customers as the targeted market. This is because the car is introduced as acompact and small car that is cheaper ad fuel-efficient. According to the company, this rangeof car will be of great demand as most of the population consists of middle class and the newcar will fulfill their need and budget (Wirtz and Lovelock 2017). However, ever though thecar is aimed to serve the middle-income customers the alternative target market can be high-end premium customers to some extent. This is because there are few premium customers
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