HC2022 Market Research Assignment
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Marketing Research Assignment (HC2022)
Added on 2020-04-13
HC2022 Market Research Assignment
Marketing Research Assignment (HC2022)
Added on 2020-04-13
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Running head: MARKETING RESEARCHMarketing ResearchName of the student:Name of the university:Author note
1MARKETING RESEARCHExecutive SummaryThis assignment has looked into the marketing research of Tata Group’s launch of Zest Sedan.After many years the company has launched two new products Zest Sedan and Hatchback Boltand they want to capture the market. With the discussion of the population and target group forthe research the young market was selected as the suitable alternative for the research. Theresearcher has decided to use the approach of cluster sampling for the research as it will take intoconsideration the different clusters of the population such as age, gender, income level and theplaces in which they are living. The particular approach was selected as the researcher will beable to take care of the individual clusters which will help the company to cater to the needs ofthe target market individually. It has been found out that the company officials are also lookingfor innovative ways to improve their design and launch products more frequently to increasetheir sales and profit. The approach will be effective for the research as the company will be ableto increase their branding with required responses from the survey conducted in the population.
2MARKETING RESEARCHTable of Contents1.0Introduction...........................................................................................................................31.1 Target Market............................................................................................................................41.2 Population..................................................................................................................................51.3 Sampling Frame.........................................................................................................................71.4 Sampling Approach...................................................................................................................91.5 Effectiveness of the approach..................................................................................................111.6 Recommendation.....................................................................................................................121.7 Conclusion...............................................................................................................................13Reference.......................................................................................................................................14Appendices....................................................................................................................................16
3MARKETING RESEARCH1.0IntroductionTata Motors, a member of the Tata Group, is an Indian multinational automotivemanufacturing company. The products of the company include vehicles such as passenger cars,trucks, buses, sports cars, vans, coaches, construction equipments and military vehicles. Thispaper will focus on the marketing strategy of the Tata Sedan Zest. It is a non luxury sedan carwhich was launched in India in 2014. In the course of this assignment population, samplingmethod and approach of methods will be described to know the whereabouts of this particularcar brand's growth. As the company is popular and well-known, so the marketing strategy of thisbrand must be good to catch the market trend (Salati, 2014). Tata Zest is one among the sedan produced by the company in 2014. This particular car is apart of Tata’s Falcon Program on the basis of the previous platforms on which other cars such asManza and Vista were built. The Zest is available in both the versions of petrol and diesel andavailable in the international markets too. The unique petrol engine was designed to keep a checkon the fuel consumption and power performance. it is also available in an attractive price with arefreshing interior and exterior design. Dawar and Arora (2016) have mentioned that in the studyof present days, Market Model Method is used to estimate the cumulative abnormal returns in a90- day period of the launch of Tata Zest on the stock prices of Tata Motors Ltd. Fig: Company logoSource: (Tatamotors.com, 2017)
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