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Synopsis

Tata Ace(d) it on!!

Submitted By: Group6 Harinder Pal Singh (12IB222) Rahul Bhatnagar (12IB249) Ayush Sharma (12IB214) Nikhil Gupta (12IB240) Pooja Jain (12IB243) Tarang Agarwal (12IB259)

Title of the project: TATA ACE(d) IT ON

Introduction Tata Motors is India first manufacturer to manufacture automobiles with a portfolio covering trucks, buses, utility vehicles and passenger cars. In 2001, Tata Motors experienced a difficult phase with severe losses. The difficult phase prompted the company to completely re-examine he market and customer requirement. This re-examination threw up several interesting findings. In its drive to continually innovate and improve upon transportation solutions, Tata motors identified the Gap in the type of transportation vehicles available. To fill the Gap, Tata Motors started working on Mini Truck, which will cater to the Small Transport Businessmen. The project aimed at offering superior safety, versatile performance in different conditions, easy to maintain style and cost effectiveness in a way not experienced by small cargo vehicle owner. One of the main findings was that continuous improvement of highways and other raod infrastructure lead to large number of heavy vehicle plying on highways. These increases in traffic encourage transporters to store heavier goods in convenient depots. Tata Motors identified that they did not have suitable product in this category. Company decided to build a complete new vehicle for the last mile distribution segment. Tata Motors christened project Cub to build the light commercial vehicle. In 2005 Tata Motors launched Tata Ace. Launch of Tata Ace changed the scenario of Sub 1-Tonne Cargo Carriers. Tata Motors-Ace had 4 main competitors: Bajaj Auto, Piaggio, Mahindra and Force Motors.

Project Objective: What encouraged Tata Motors to enter Mini Truck Market What are the main reasons for the success of Ace What marketing strategies Tata Motors adopted for Tata Ace

Methodology: The methodology to be adopted to study the customer behaviour is sample survey Methods of data collection: Primary Data through Questionnaire Sampling Technique: Random Sampling, as each member of population has known and equal chance of being selected Sample Area: Sample Size: 50 Proposed Research Instrument: Questionnaire Statistical Technique: Suitable statistical technique will be used.

Limitations of Study: Presence of human error: Some respondents may not give the accurate answers, they may not aware of the objectives. Non co-operation of some Respondent: Some Respondents may not properly cooperate for giving answers, they may not feel comfortable to reply Respondent biasness: Some respondents may favour for one company without knowing logic behind it. Choice of sample: The customers are selected randomly for the research and they are not selected on the basis of any criteria

Conclusion The write-up end with the concluding remarks-briefly describing innovations in the approach for implementing the Project, main achievements and also any other important feature that makes Tata Ace stand out from the rest.

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