Q1 Map the LCV industry both in India and Golobally
In India the LCV market is significantly smaller then the three wheeler market and has historically been more cyclical then that of three wheelers. The total sales in 2005 of LCV was 119,877. The LCV segment is also more tightly coupled with the overall economic climate and has grown 22% annually from 2000 to 2005. Imported LCV were uncommon in India due to serviceability and durability concerns. The major player in this market segment are

Tata motors – They are the leader in the market with a market share of 51%
Mahindra & Mahindra – M & M has a market share of 33%
Swaraj Mazda – they have a market share of 5%
Eicher Motors – also has a market share of 5%

Q2 Justify the launch of Tata Ace with respect to the research outcome which has been described in the case study The road network in India was very poor but there were plan for large road infrastructure project planned that would not only connect the major cities in India but would also provide connectivity between smaller towns and villages.

Also in India the farmer typically own smaller land and run small operations so for them using a larger commercial vechile was not a very economical option and hence they had to rely on load consolidation to transport their good. This lead to wasted time and in turn spoiled crops.
Typically rural market was current being served by 3 wheeler. Three wheeler had their problem with speed pay-load, reliability and safety. A new four wheeler in the same price range would solve these problems. People also perceived driving a 4 wheeler as a high status then that of driving 3 wheelers. All these put together the Ace team believed that the market was rightly poised to introduce a low cost four wheeled commercial vehicle.

Q3 How many types of gratifications does the consumer get by buying a product or a