...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 tertiary road network covering rural towns- only smaller and rugged vehicles could operate on these roads ( Pradhan Mantri Grameen Sadhak Yojana). Increased congestion & pollution in most of the cities forced the government to regulate the movement of Large/ Heavy trucks (larger than four tonnes) in the cities. - - Tata motors considered the above primary factors in determining the need for large commercial vehicles for the highways and smaller sub 4 Ton category commercial vehicle for operating on both Inter city/ Town and Intra city road network. Ruling out the possibility of developing large commercial vehicles due to the high cost of development and fearing loss of revenues from their niche standard size truck segment, Tata motors decided to develop TATA ACE targeting the Light Commercial Vehicle Segment. Also helping their decision process were some key policy initiatives: Discouraging the use of Old. Polluting & uneconomical vehicles Scrapping of >15 years old vehicles Ban...
Words: 1046 - Pages: 5
...The Tata Ace : Case Study Analysis One of the biggest conglomerates in India, the TATA Group are a name to reckon with . The revenue generated by the TATA group in 2006 was equal to 2.8% of India’s GDP . It has several sectors in IT, transportation , steel etc . One of the biggest revenue provider of the TATA group is the TATA motors which is an independent body and the TATA group holds 32% equity in it . Though TATA motors is such a big company, it showed a loss of Rs 5 billion in 2001 , biggest in TATA motors as well as in the history of INDIA’s motor sector . TATA motor Group MD, MR Ravi Kant decided some drastic measures were necessary to uplift the company once again . The idea of TATA Ace came to the manager of the TATA motor Group MD, MR Ravi Kant when he identified the market need for a commercial vehicle in the Medium Segment. Thus the idea of tata ace was born. India’s small and medium commercial vehicle sector was majorly controlled by the 3 wheeled autos and goods vehicles which were neither good to look at nor reliable and fell in the price range of 100000 – 200000 . Ace was targeted to be priced at 200000 but was subsequently launched at 225000. It was priced at 50% less than other 4 wheeled goods carriers . The project was given to the 30 year old engineer Wagha . There were quite a few reason for Ace’s success : 1. It offered a feel good factor for drivers as compared to 3 wheeled autos etc . 2.Though it has a higher initial cost, the maintenance cost was...
Words: 361 - Pages: 2
...Tata Motors with their Ace Based on EMPI-Indian Express Indian Innovation Award Wining Entry by Tata Motors Registered Office: Bombay House, 24, Homi Modi Street, Mumbai Abstract: Tata Motors, India's largest integrated automobile manufacturer today, designed the country's first indigenously developed mini-truck for both rural and urban use. The versatile, high performance and efficient mini-truck, ACE. Key words: Indigaeanous Development, Innovative Organsiation, Mini Trck, Rural Transport 1. Introduction Development of road infrastructure has led to an increase in the distribution of goods across the country, based on the hub and spoke model. The ACE is powered by a unique twin cylinder 16bhp IDI 700cc diesel engine and with its launch the Company introduces a new category in the commercial vehicle segment. Tata Motors recognized the growing trend as well as the need for a last mile distribution vehicle. Keeping that in mind they developed a pick-up vehicle designed to carry larger and heavier payloads in the sub-2 ton category. Simultaneously, anticipated an opportunity in the sub-1 ton payload segment Tata Motors has indigenously developed a reliable and cost effective 4-wheeler for this segment with a water-cooled, twin cylinder diesel engine, making the ACE among the few mini-trucks in the world to be powered by a diesel engine. The Ace is ideal for short, narrow village roads as well as long highway hauls; for small bulky loads as well as large heavy ones. The small...
Words: 3196 - Pages: 13
...Global Shared Feature: The Marketing Concept The resounding success of Tata Ace, a mini-truck with an engine capacity of less than one ton launched by Tata Motors, was due to a deep understanding of the market needs and customer requirements. The vehicle was designed after extensive market research, which reflected customers’ requirement for a smaller vehicle that had low maintenance costs, higher driver safety, better driving comfort, and also one that reflected the social status of the owner and the user. Ace was a roaring success in a market that was earlier dominated by three-wheeler load carriers, and was also awarded the BBC-Top Gear Design of the Year 2006. Feature Copy The resounding success of Tata Ace, a mini-truck with an engine capacity of less than one ton launched by Tata Motors in 2005, was due to a deep understanding of the market needs and customer requirements. The company realized that with the booming Indian economy there would be a demand for large multi-axle trucks which could transport materials more efficiently. At the same time, this would also necessitate a demand for smaller vehicles on feeder routes for the hub-and-spoke type of arrangement. This would require smaller vehicles, which are capable of navigating through the narrow roads and by-lanes of cities, small towns, and villages, to service the feeder routes. At that time, the market for transporting small loads over short distances had been cornered by the three-wheeler majors like Bajaj and...
Words: 935 - Pages: 4
...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 transport. Non motorized vehicle sector included bullock carts, bicycle rickshaw, horse drawn carriages, and manual pull carts. The size of the non motorized section was large but undocumented. After many successful years, In India commercial vehicle industry is going through a bad patch due to following reasons- • Economic slowdown • Delay in infrastructure facilities i.e.-Roads Medium and high commercial vehicle industry has seen significant slowdown while LCV industry is still experiencing growth. To overcome the slowdown OEMs have started investing in more research in technology, design, innovation, increasing the reach and increasing the standard of aftersales service instead of investing in expansion of output facilities...
Words: 3116 - Pages: 13
...regional analysis, it was found that South India leads the country in terms of commercial vehicle market. Besides, the growth in the CV industry will boost up demand for used commercial vehicles in coming years. Global: The global commercial vehicle industry witnessed negative growth during 2006-2011; however, over 2012-2017, it is forecast to experience moderate growth and is estimated to reach $521.5 billion by 2017.The global commercial vehicle industry consists of the production of light commercial vehicles (LCVs), heavy trucks, and buses and coaches. It focuses on the freight and transportation sector as its major customers. Top 5 countries for CV industry 1) Isuzu 2) Daimler AG 3) Volvo Group 4) Toyota Group 5) Tata Group...
Words: 1597 - Pages: 7
...insider guide ACE YOUR CASE® III: MARKET-SIZING QUESTIONS 2nd edition ★ 15 PRACTICE CASE QUESTIONS ★ MARKET-SIZING CASE RULES ★ WETFEET’S EXPERT COMMENTARY >> The WetFeet Methodology You hold in your hands a copy of the highest-quality research available for job seekers. We’ve designed the WetFeet Insider Guides to help cut down on the time you spend doing job research by doing some of the work for you. Hopefully we can make your job search as painless as possible. Each WetFeet Insider Guide is the product of hundreds of hours of in-depth research, critical analysis, and precise writing. We survey massive amounts of publicly available information and conduct dozens of in-depth interviews of rank-and-file employees who work for the companies and industries we cover. (We keep our company contacts anonymous to encourage candor.) WetFeet writers—experts at reading between the lines—speak with company recruiting staff members to make sure you get accurate information about the recruiting process, compensation, and hiring targets. We also consult countless experts, from career coaches and networking gurus to authorities on professional etiquette and personal branding, in order to provide you insight on the latest trends affecting job seekers. Each Insider Guide undergoes extensive editorial review and fact-checking to ensure that the information and writing live up to our exacting standards. And because WetFeet retains all editorial control of our Insider...
Words: 25729 - Pages: 103
...interaction could be best described as a matrix relationship. In that case there was a dual sources of influence on product and subsidiary management. Stabilizers had experienced an annual growth rate averaging less than 3% during the 1980s. They were considered as a matured industry as all potential applications have already been discovered and no rapid growth was expected. To enter the market, the company tried to convert customers from Barium to Tin (the company’s variety of stabilizer) with initial discounts of 2 – 3% below Barium prices and a better product performance. The entry strategy placed its sales attention on the segments for which price played a relatively significant role. Producers to whom the cost ratio of stabilizers was high. ACE was not the sole supplier of Tin in the market, but for the others it accounted for a minor share of their stabilizer sales. Tin stabilizers were sold through a specialized sales force in all the subsidiaries. They were compensated primarily on a fixed salary and they were able to manage their sales quota through few large clients by offering them discounts. There was Conflict among subsidiaries. Selling was too price oriented which led to the underutilization of sales force potential. Conversion was a time-consuming process and the proportion of selling time spent on it had declined since the mid-1980s. Due to matrix structure performance measurement indices for product management and subsidiary management would be different. Product line’s...
Words: 891 - Pages: 4
...leaves the bank and attempts to take Marv's old car, who he threatened to get the keys from. In the novel it quotes "the gunamn bursts through the doors of the bank and is on his way to the road". As he's running to the car he ends up dropping the gun and finds no time to go pick it up. He then tries to start up the car which also fails. Ed decides to pick up the gun that the criminal dropped and point it at the gunman and threaten him. He does this until the cops arrive. After this incident Ed becomes well known. There were a few articles about the bank robbery in the newspapers. After this incident Ed starts to recieve unusual mail.. He gets playing cards, always an Ace with either names, addresses, or poems to find his answers on what he needs to do.The first time he recieved a playing card it was the Ace of Diamonds with addresses and times on them. One of the addresses was "45 Edgar Street, midnight". When Ed arrived at Edgar St he finds a shocking situation. He finds a big drunk man who gets home every night very late. When the drunk man gets home he calls his wife to wake her and has sex with her until she's crying out in pain, forcing her. He repeats the same act to his young daughter. A few days later Ed gets a phone call to check his letter box, there he finds a gun with only one...
Words: 904 - Pages: 4
...Forward The document relates to the methods which organizations use in creating as well as executing methods. Specifically this document would discuss the method of balanced scorecard or BSC method which is extensively getting used by big as well as small companies. To elaborate the concept papers would cope with the use of the idea to the business design of an organization known as Ace Gym. As soon as the organizations’ importance, objective, perception and profits are evaluated after that the strategic plan of balanced scorecard can be developed considering them. The document would also concentrate on the contingency planning, danger elimination and moral dimensions of the developed plans. The Balance scorecard The BSC method can be shown as a method which evaluates the efficiency of the company through four main areas i.e. economical, client, inner business procedures and research and development (Bergen & Benco, 2007). These four areas can be described keeping in consideration the organization’s (Ace Gym) objective, perception and value declaration as: 1) Financial Gym Ace would have to concentrate on developing a competitive edge for itself through allocation of correct adequate sources as well as through keeping a client database so as to decrease the element of danger by a mechanized process. Some of the main goals of the company are: (Grayson, 2004) 1.a) The organization would concentrate on boosting its share of the market through diverse methods...
Words: 1422 - Pages: 6
...Easy Probability Problems 1 A class consists of 13 boys and 17 girls. If a student is chosen at random from the class, find the probability that the student is (i) a girl, (ii) a boy 2 A card is drawn from a full pack (with no jokers). Find the probability that the card chosen is (i) a red card, (ii) a diamond, (iii) a spade, (iv) the ace of clubs. 3 A letter is chosen at random from the word PARALLEL. Find the probability that the letter chosen is (i) an L, (ii) a vowel, (iii) a consonant. 4 The probability of a potato being bad is 0.1. A bag contains 110 potatoes. How many good potatoes would you expect to find in the bag? 5 A die is rolled. Find the probability of getting (i) a five, (ii) a five or a six, (iii) a number less than four. 6 Two dice are rolled. Find the probability of getting (i) a six on both dice, (ii) a total of 9 on the two dice, (iii) a total of over ten on the two dice. 7 A pair of dice is rolled 180 times during a game of Monopoly. How many times would you expect (i) a total of 7, (ii) a total of 4, (iii) a total of 2. 8 A classroom contains 14 girls and 16 boys. A student is picked at random and leaves the room. Another student is now picked at random. Find the probability that (i) both are boys, (ii) both are girls, (iii) at least one is a girl 9 A card is drawn at random from a pack but NOT replaced. Then, another card is drawn from the pack. Find the probability that (i) the first is a Jack and the second a...
Words: 453 - Pages: 2
...It was a misty and foggy mundane day in the bright city of Manhattan where I awoke to the sound of whistles christening the air, signaling the matrix of commuters riding to work. As I gently moved my fingers across my rugged face, I could feel the wrinkles, as deep as trenches. I live across the scenic Empire State building where my guitar and I rejoice by playing euphonic tunes. I busked for a living and was in need of money. On the odd day, I would save up to play poker, contemplating and hoping one day that it would lead me to immeasurable riches and fortune. The game of poker is a fascinating game, because despite the silence across table I could sense the players’ feelings of frustration, suspicion and anxiety, exacerbated by the stuttering of poker chips. Although I could sense the inner cry of the players, the game itself is quite calm and serene, a place of tranquility, yet there are murmurs. As I strolled towards the opulent casinos, my mind was a blank canvas, apart from the few momentary mental images of my loose game plan and repertoire of poker faces. I walked through mezzanine of the building only to engulf by the surrounding piercing stares of dilettantes. I could feel them conjuring cynical thoughts of an old grimy man, but this did not deter me from goal. As I pulled the lavish gold embossed chair from behind and took my seat, I called nearby waiter and ordered my poisonous liquor of choice. The awkward silence of the room became palpable, like...
Words: 1062 - Pages: 5
...Test Essay The Indianapolis KISS Fan Expo is excited to celebrate its 15th anniversary AND the 40th anniversary of KISS at this year’s Expo! We are ecstatic to announce a two-day event on May 11th & 12th with numerous guests spanning all eras of KISStory…the highlight of which is a pre-expo kickoff event with the Demon himself, Gene Simmons! On early Saturday afternoon, May 11th, the legendary Gene Simmons will host a spirited question-and-answer session with the fans! You won’t want to miss this special appearance! The Gene Simmons pre-expo event is a separate ticketed event with additional ticket options including a photo opportunity for you with Gene! Tickets are limited. This will be Gene’s only appearance this weekend. Saturday night’s Expo features former KISS guitarist Bruce Kulick and guitarist Bob Kulick! Both Bruce and Bob have rich histories with KISS and will be available for autographs and photos throughout the evening. They will also jam a few KISS classics onstage for your enjoyment! Sunday’s Expo will feature KISS drummer Eric Singer, and in his first-ever Expo appearance – drummer Kevin Valentine. Kevin was the drummer on KISS’ Psycho Circus album. He also recorded demos for Hot in the Shade and a track on the Revenge album. (Kevin went to high school with Eric Singer!). Fan-favorite KISS tribute band MR. SPEED will also perform. KissFAQ interviews KISS co-producer of “KISS” and “Hotter Than Hell” If you’re a big music fan, you are likely aware that...
Words: 365 - Pages: 2
...While preparing for this book report I found an interview posted online with Bich Minh Nguyen. She said that her reasoning behind writing Stealing Buddha’s Dinner was because her childhood was defined by a feeling of isolation. She also said “It does seem easier now for Asian immigrants to be themselves; a good deal of progress has been made since the early 1980s. At the same time I think the negative idea of the “foreigner” still persists—not just for Asian immigrants, but for many nonwhite immigrants and their descendants, people who continue to be asked: “Where are you from? I mean, where are you really from?”” My generalization of this book is that Bich struggled during her childhood simply to “fit in.” Stealing Buddha’s Dinner reminds me so much of The Mixed-Up Chameleon by Eric Carle. (I used this example in a previous assignment but I feel like it fits so well into the main theme of this course.) Bich is fixated with the idea of trying to assimilate herself into the American culture. In The Mixed-Up Chameleon, the chameleon (Bich) sees all of the animals at the zoo and (her peers) wants to “be like them” in some way. She goes to great lengths to eat American food and take an American name and dress the way other Americans do. I see many similarities between the feelings of lonely segregation that Bich felt and those of the students discussed in the case studies throughout our textbook. Works Cited Nguyen, B. M. (2008). Stealing buddha's dinner: A memoir. Penguin...
Words: 280 - Pages: 2
...Hypertension and the Renin-Angiotensin-Aldosterone System Renin-Angiotensin-Aldosterone System The renin-angiotensin-aldosterone system, otherwise known as RAAS is a complex hormone system that regulates blood pressure and fluid balance in the human body. When blood volume is low, juxtaglomerular cells in the kidneys activate prorenin, which secretes renin directly into the blood stream circulation. Subsequently, a drop in blood volume additionally releases angiotensinogen from liver, in which renin converts into angiotensin I. Angiotensin I is then converted to angiotensin II through the enzyme angiotensin converting enzyme (ACE) found in the lung. Angiotensin II is a potent biological compound that causes blood vessels to constrict, resulting in an increase in blood pressure. Additionally, angiotensin II also stimulates the secretion of the hormone aldosterone from the adrenal cortex. Furthermore, thirst or antidiuretic hormone can effectively stimulates the pituitary gland, which could release corticotropin-releasing hormone stimulating the adrenal cortex and thereby releasing aldosterone. Aldosterone contributes to the RAAS system by causing the tubules of the kidneys to increase the reabsorption of sodium and water back into the blood stream. Thus, an increase in the reabsorption of water, increases the volume of fluid in the body, which increases the blood pressure. Once the blood volume and blood pressure stabilizes, these collective effects triggers a negative feedback...
Words: 952 - Pages: 4
