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Assignment on Marketing Research

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Assignment on Marketing Research Preference Survey of Tata Nano Submitted To Prof. Punit Kumar Mishra Submitted By Group No-6 PGPM/08-10/29, Sec-A As our project is on Tata Nano and we were not able to make our approach to discuss with the decision maker (Customer). Since Nano is only pre-launched and the final launch will take place in October 2009, and as this is the new segment created by Tata s so there was no secondary data available. ENVIRONMENTAL CONTEXT OF THE PROBLEM PAST INFORMATI
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     Assignment on Marketing Research   Preference Survey of Tata Nano Submitted To  Prof. Punit Kumar Mishra Submitted By  Group No-6 PGPM/08-10/29, Sec-A   As our project is on Tata Nano and we were not able to make our approach to discuss withthe decision maker (Customer). Since Nano is only pre-launched and the final launch will takeplace in October 2009, and as this is the new segment created by Tatas so there was nosecondary data available. ENVIRONMENTAL CONTEXT OF THE PROBLEM P  AST INFORMATION AND FORECAST Tata is one of the oldest companies fighting to establish its position in small car segment. RESOURCES AND CONSTRAINTS Tata has wide resources in terms of infrastructure and money. But the rising price of steelin the world market is major concern. OBJECTIVE Tata want to become no: 1 in automobile industry (both small and large) and want toprovide everyone with an affordable car of their dream. BUYER BEHAVIOUR In India the market for four wheeler is huge. Demographic feature is also favourable forIndia. LEGAL ENVIRONMENT With the increase in volume of traffic there will be pollution problems and also willincrease the accidents. ECONOMIC ENVIRONMENT As the GDP of India is rising the living standard of consumers is also rising and now theirpurchasing power is also increasing. So there is more disposable income. MARKETING AND TECHNOLOGICAL SKILLS Tata has expertise in marketing and technology. Bosch developed 623.6cc multi point fuelinjection system engine will produce 33ps, which will give a performance of 20kmpl. Thecar has its engine at rear which increases the inner space of the car and it also has an airconditioner with heater.As far as the marketing of the Nano is concern, the affect of the promotion strategy can beseen during the launch of Nano in Auto-Expo 2008, New Delhi as the car has made hugeimpact on national and international media.  MANAGEMENT DECISION AND MARKETING RESEARCH P ROBLEM Management decision problem:- 1.   Will the conversion of Nano to a taxi affect brand image and consequently sales?2.   Will initial demand may lead to stock out.3.   Whether the prices of Nano will be sustained over a period of time with theeconomic changes in raw material price rise?4.   With the hike in sales of Nano, whether the infrastructure of the country will beable to sustain the volume of traffic?5.   Will the Protest of farmers against Nano plant in Singur affect the sale?6. Will General Perception of brand TATA in small car segment affect the sale? Marketing research problem:- 1. As price of Nano is around one lakh rupees, possibility of car being used as taxicannot be avoided.2. Time to convert raw material into Nano.3. Determining the trends in steel, rubber and other raw material prices.4. The focus of India in building infrastructure and spending trends.5. They thought that they are cheated by the government.6.   Tata is known for heavy commercial vehicle. This common perception can affect thesale of Nano. HY  P OTHESES y   C onversion of NANO to a taxi do not affect the brand image and consequently sales. y   NANO is safe for driving. y   H ike in price of NANO of will not effect the sale. y   People prefer to purchase the NANO instead of two wheeler. y   People can wait for NANO for few months.    (P reference Survey 09)Questionnaire- Tata Nano Name:Sex: A. Male B. Female1.   W hat is the first thing, which comes into your mind when you think about NANO?_________________________________________________________________________________________________________________________________________________________________________________________________________2. Instead of purchasing a Bike, will you prefer to go for the NANO?a. Yes b. No c. Cant say3. W hich feature of NANO attracts you most, that inspires you to go for NANO?a. P rice b. Design c. Mileaged. Interior space e. All the above f. Cant say4. W hich colour of NANO would you prefer?a. Red b. Blue c. W hited. Yellow e. Silverf. Other, Specify: _________________________________________________________5. For what purpose would you like to use NANO?a. W ill offer it to your children to use it in place of a two wheeler.b. W ill use as family car for shopping and travel.c. W ill prefer as a taxi.d. W ould like to offer as gift.e. Any other, specify.................................6. Do you think NANO is people's Car?a. Yes b. No c. Cant say7. W ill you recommend NANO to your friends and relatives?a. Yes b. No c. Cant say
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