Question

Pick and automobile company and write about how that company performs market segmentation, target marketing, and...

Pick and automobile company and write about how that company performs market segmentation, target marketing, and positioning.

Homework Answers

Answer #1

Company: Tata Motors

Performance Overview of the Company:

  • Leader in commercial vehicle Indian market
  • Third largest company in India in the passenger vehicle sector
  • World’s second largest bus manufacturer
  • World’s fourth largest truck manufacturing company
  • Array of product offerings like Tata Nexon, Tata Tigor, Tata Nano

Market Segmentation & Positioning

  • Based on the following factors:
    • Geography and Terrain
    • Income Level
    • Objective of Usage
  • Major Target segments are:
    • Low and Middle income groups
    • Commercial vehicle owners
    • City dwellers
  • Positioning
    • Smart city car
    • To gain the leadership in passenger vehicle sector with launch of offerings like Tata Bolt and Tata Zest.
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