Tata Ace Case Study Solution

3110 words 13 pages
Marketing Management
Tata Ace Case Study Solution

1. Analyze the Commercial Vehicle Industry at both Global and Indian scenario? Which are the top 5 countries for CV Industry.
Indian Scenario-

Indian Commercial Vehicle industry can be mainly segmented into * LCV and * M&HCV industry.
LCV consist of three wheelers and four wheelers up to 1 ton capacity.
Tata, Bajaj, Mahindra, Force motors and Piaggio are the major players of LCV industry.

M&HCV consist of four wheelers such as medium sized pickups, single axle and multi axle buses and trucks. Tata, Mahindra & Mahindra, Eicher, Volvo and Swaraj Mazda are major the players of M&HCV industry.

Also, two wheelers, passenger cars and SUV’s were also used for freight
…show more content…
* Interviewees were looking for a vehicle that offered price, fuel efficiency and maneuverability of a three wheeler but with the safety, durability, additional payload, and comfort of a four-wheeled truck. Ideally, the customer wanted a scaled-down version of Tata’s four-ton 407 truck. * Customers also viewed four wheelers as a higher-status vehicle. * The team realized that in addition to the business case, there was a personal motivation for purchasing this sort of vehicle. * Being a three wheeler driver was not a desirable occupation due to issues regarding safety, low income levels and uncertain hours. * Three-wheeler operators had few options available to them, and even those who were willing to pay more additional features had no better alternatives. * Interviewees were not able or not willing to pay more for the Ace than they would pay for a three wheeler. Above that price the demand would fall off precipitously.
Therefore the potential customers basically had three types of needs: * The stated needs: Customers wanted a last-mile distribution vehicle. * The real needs: It should have low maintenance costs, higher driver safety and better driving comfort. * The unstated needs: Social status the potential customers associated with owning a four wheeler truck.
This helped Tata Motors

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