MARKETING STRATEGIES ASSIGNMENT “TATA ACE” CASE STUDY 1) Why do we feel Tata Motors was targeting LCV (Light Commercial Vehicle) segment under commercial segment for TATA ACE? Better highway systems like the Golden Quadrilateral meant that Commercial vehicles in 45+ Tonnes could carry bulk loads covering large distances in shorter time and at lower per tonne per km cost. Government also went about the task of improving road network between medium sized cities and also building all weather
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1. BMW differentiates with Mini BMW Group is a leading global provider of premium products and services for individual mobility. Revenues are generated through three business divisions: automobiles, financial services and motorcycles. BMW focuses on the premium segments of the global passenger car and motorcycle market. The automobiles division develops, manufactures, assembles and sells passenger cars and off-road vehicles under the brands BMW, Mini and Rolls-Royce. BMW acquired the Mini brand
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a 10 EXECUTIVE SUMMARY Tata Nano is the cheapest car in the world. It is sold in home country India around Rs 1lakh i.e approximately USD 2000. It is manufactured by Tata Motor Limited, the largest automobile company in India. It’s Chairman, Mr Ratan Tata envisions that Tata Nano to become a “People’s car“which is affordable by almost everybody. Tata Nano was first launched in India on 1st April 2009 and expected to be in Indian market by July 2009. Since launching, it has created a huge buzz all
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Leading Change at TATA Motors Established in 1954, TATA Motors Limited is India's largest integrated automobile company, with consolidated revenues of 20 billion USD in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's largest bus manufacturer. TATA Motors in 2005 was ranked among
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Industry Rivalry . Tata Motors produces vehicles both in the Light Commercial Vehicles (LCV) and the Medium and Heavy Commercial Vehicles (M and HCV) segments. a) Light Commercial Vehicles (LCV) The market for light commercial vehicles is composed of pickups, vans and coaches weighting up to 3.5 tonnes. This segment has exhibited a consistent growth rate of over 20% in the past 5 years. This growth is expected to continue with the launch of Tata Ace by Tata Motors and similar plans by other
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Abstract: The showcasing of the Tata Nano at the Indian auto show on 10 January 2008, ushered in a whirlpool of apprehensions mainly because concrete answers were yet to be found. On one hand emotions ran high terming the Nano as an automotive fantasy that could create a different segment altogether. Critics, on the other hand, held on to their views as to whether the Nano satisfied the requirements of the global automobile consumer. The price hysteria surrounding the Nano, priced at a surprising
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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
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launched the Etios Liva. Honda’s premium hatchback, the Jazz, however, has not won much favor with customers and sales have dropped 35 percent year on year. Among hatchbacks in India, Maruti Suzuki is the most dominant player followed by Hyundai and then Tata. Maruti’s Alto is the country’s and the world’s largest selling hatchback, at 346,840 cars being sold in India last year, a growth of 47 percent. The second-largest selling hatchback in the country is again from Maruti – the Wagon R. However, the Wagon
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Do you think that Tata Motors will be a successful player in the global automotive market? If so why and if not why? How critical is Nano to Tata Motors? We most certainly believe that Tata Motors will be a successful player in the global automotive market because (1.) of the skillfulness in contrivance in the concept stage to produce a vehicle well within its intended budget. The price of the vehicle has placed it in the mid-low target market which is where the economies of scale exist in
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1. What is Gandhian Innovation The famous adage by Mahatma Gandhi “Earth provides enough to satisfy every man’s need, but not every man’s greed” forms the basis of Gandhian Innovation. The last couple of decades in India have seen an unprecedented growth of their middle class. There are billions of first-time consumers in India and China who can afford only the cheapest products. Affordability becomes a big driver. Also at the same time, we see a growing interest and attention to sustainability
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