COMPANY ANALYSIS

SEGMENTATION:

The process of segmenting a market based on client traits and wants is known as segmentation.
Because no market is homogeneous, each market can be segmented into multiple client groups,
segmentation is required.

Tata Motors has primarily classified the market based on the following factors, thanks to its diverse
product line and global reach.

• Geography – developed or developing country / urban or rural.

• Income – Upper-middle-class or lower-middle-class.

• Private or commercial use

TARGETING:

The practise of selecting the most appealing segment to promote a product or service to is known as
targeting. Apart from selecting the most appealing segments, many considerations come into play
before targeting certain segments.

Tata Motors' main customers are:

• Low- and middle-income families.

• People who live in cities.

• Vehicles for commercial use.

POSITIONING:

Tata Motors has adopted a multi-brand approach to target different market segments. They were
able to do so through purchases. They categorise their items under the following brands.

• Tata Motors - for passenger and commercial vehicles aimed at low- and middle-income consumers.

• Jaguar and Land Rover are high-end vehicles aimed at the upper-middle class.

MARKETING RESEARCH:

This has looked into the marketing research of Tata Groups launch of zest sedan. After many years
the company has launched two new products Zest Sedan and Hatchback Bolt and they want to
capture the market. With the discussion of the population and target group for the research the
young market was selected as the suitable alternative for the research. The researcher has decided
to use the approach of cluster sampling for the research as it will take into consideration the
different clusters of the population such as age, gender, income level and the places in which they
are living. The particular approach was selected as the researcher will be able to take care of the
individually clusters It would assist the business in catering to the needs of the target market on an
individual basis. Officials from the corporation have been discovered to be looking for inventive ways
to improve their design and introduce products more regularly in order to maximise sales and profit.
The research strategy will be beneficial since the firm will be able to boost their branding with
required responses from the population survey, allowing the company to respond to the needs of
the target market individually. Officials from the corporation have been discovered to be looking for
inventive ways to improve their design and introduce products more regularly in order to boost sales
and profits.The approach will be effective for the research as the company will be able to increase
their branding with required responses from the survey conducted in the population.