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BA3150 - Marketing Research, The Research on the Zest Sedan

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University of London

   

Market Research (BA3150)

   

Added on  2020-03-03

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The BA3150, research paper discusses the marketing research conducted by the business organization named Tata Motors to target specific market segments consisting of customers and manage the delivery of their new product. Tata Motors unveils the new Zest sedan for the customers of the middle segment because it is neither a hatchback nor a big-sized car and can serve the customers well. It is a new entry in the mid-sized car segments, and Tata Motors has created an aggressive launch strategy after conducting marketing research.

BA3150 - Marketing Research, The Research on the Zest Sedan

   

University of London

   

Market Research (BA3150)

   Added on 2020-03-03

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Running head: MARKETING RESEARCHMarketing ResearchName of studentName of UniversityAuthor note
BA3150 - Marketing Research, The Research on the Zest Sedan_1
1MARKETING RESEARCHContentsIntroduction......................................................................................................................................3A discussion of the target market alternatives for the Zest sedan...................................................3A discussion of the alternative ways of defining the ‘Population’ for a research study on the Zestsedan................................................................................................................................................5A discussion of the alternative ways of defining the ‘Sampling Frame’ for the research on theZest sedan........................................................................................................................................7A discussion of the alternative ways of defining the sampling approach for the research on theZest sedan........................................................................................................................................8Explain why the approach expressed in the earlier sections will deliver an effective researchoutcome............................................................................................................................................9Conclusion.....................................................................................................................................10References......................................................................................................................................11
BA3150 - Marketing Research, The Research on the Zest Sedan_2
2MARKETING RESEARCHIntroductionThe research paper discusses the marketing research conducted by the businessorganization named Tata Motors to target specific market segments consisting of customers andmanage the delivery of their new product. Tata Motors unveils the new Zest sedan for thecustomers of the middle segment because it is neither a hatchback nor a big sized car and canserve the customers well. It is a new entry in the mid-sized car segments, and Tata Motors hascreated an aggressive launch strategy after conducting a marketing research. The car has a newdesign, and it has been combined with the designs of cars manufactured in UK and Italy. The carconsists of projector headlamps, LED tail lights and an advanced HARMAN music andinfotainment system that will definitely influence the buying behaviours of customers and keepthem satisfied too (Armstrong et al. 2015). The marketing research will include the variousinformation about the target market alternatives, ways of defining a population, define a propersampling frame to conduct research on the Zest Sedan and bring out positive outcomes in the end(Tatamotors.com 2017). A discussion of the target market alternatives for the Zest sedanTata Motors has followed an effective launching strategy after the marketing research hasbeen conducted to make sure that the new Zest compact sedan is launched properly in themarket. The targeted market here has been the customers who are neither satisfied with thehatchbacks nor with the big sized cars. They want something new with the most advancedfeatures at a reasonable price (Babin and Zikmund 2015). The company thus unveiled the newZest sedan that has several features, which can make it stand out among the other cars in thesame price range. There are many features such as projector headlamps, LED Tail lamps, seating
BA3150 - Marketing Research, The Research on the Zest Sedan_3
3MARKETING RESEARCHarrangement for more people than a hatchback can occupy. The excellent HARMANinfotainment system is also present in the car that provides convenience to the user to enjoymusic, manage navigation, infotainment and other services like driver assistance(Tatamotors.com 2017). The Zest sedan has been targeted for the new customers all over the world, and it is agreat approach made by the organisation to manage a strategic shift towards a global portfoliowith ease and effectiveness. The target market consists of young customers who want somethingnew and astonishing and full of features within a reasonable price. Tata Motors has conductedthe market research, because the offerings made by customers are not dependent upon the timeafter the car has been launched, rather is based on the conditions of market segments and marketdynamics (Burns and Bush 2013). The market alternatives include the young customers as wellas family persons who want something that is safe and offers better reliability and comfort whiletravelling. The Zest sedan is one the best-midsized car with a 1.2 Revotron engine and is made ofhigh strength steel that makes it quite safe and secure during crashes and thus has been preferredby many customers (Chatterjee 2015). Tata Motors has always been a more profound company that delivers new vehicles fromtime to time, and it has been a major approach taken by the company every year. The Zest waslaunched a few years back, and it managed to grab a lot of market segments, though it did notbecome successful as it was expected to be. So, to provide the customers with better features andmore space for seating, new segment leading features have been enabled including dual Airbags,Advanced braking system or ABS, rear parking sensors, LED Headlamps and tail lights,HARMAN infotainment system and many others (Dawar and Arora 2016). The company hasgained a good foothold in Australia and has even considered their new launch as a global
BA3150 - Marketing Research, The Research on the Zest Sedan_4

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