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    MBA MArketing First Term Question Paper

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    bikram
    The case discusses the success of Tata Ace, a mini-truck launched by Tata Motors in 2005. [1] Tata realized there was demand for smaller vehicles to service narrow rural roads. [2] Through market research, they found customers wanted affordable, reliable vehicles for short-haul cargo. [3] Tata designed Ace to meet these needs, with low costs, comfort, and social prestige of a truck. It was priced 15-20% above 3-wheelers and sold over 100,000 units, exceeding targets.

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    MBA MArketing First Term Question Paper

    Uploaded by

    bikram
    2K views2 pages
    The case discusses the success of Tata Ace, a mini-truck launched by Tata Motors in 2005. [1] Tata realized there was demand for smaller vehicles to service narrow rural roads. [2] Through market research, they found customers wanted affordable, reliable vehicles for short-haul cargo. [3] Tata designed Ace to meet these needs, with low costs, comfort, and social prestige of a truck. It was priced 15-20% above 3-wheelers and sold over 100,000 units, exceeding targets.

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    Question Paper of Marketing, MBA.

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    The case discusses the success of Tata Ace, a mini-truck launched by Tata Motors in 2005. [1] Tata realized there was demand for smaller vehicles to service narrow rural roads. [2] Through market research, they found customers wanted affordable, reliable vehicles for short-haul cargo. [3] Tata designed Ace to meet these needs, with low costs, comfort, and social prestige of a truck. It was priced 15-20% above 3-wheelers and sold over 100,000 units, exceeding targets.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    2K views2 pages

    MBA MArketing First Term Question Paper

    Uploaded by

    bikram
    The case discusses the success of Tata Ace, a mini-truck launched by Tata Motors in 2005. [1] Tata realized there was demand for smaller vehicles to service narrow rural roads. [2] Through market research, they found customers wanted affordable, reliable vehicles for short-haul cargo. [3] Tata designed Ace to meet these needs, with low costs, comfort, and social prestige of a truck. It was priced 15-20% above 3-wheelers and sold over 100,000 units, exceeding targets.

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    © All Rights Reserved
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    of 2

    Presidency College of Management Sciences

    Master of Business Administration


    Time: 2 hrs F.M.: 40
    Level: 1st Sem P.M.: 18
    Sub : Marketing for managers

    Section 'A'

    Compulsory Questions [115=15]


    Case: Tata Ace
    The resounding success of Tata Ace, a mini-truck with the 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, as the Indian economy was growing,
    there would be a demand for smaller vehicles that can navigate through the narrow roads and
    by lanes of cities, small towns and village to service the feeder routes. However in order to
    compete effectively with the three-wheelers majors who dominated the market for small
    payload vehicles, the company needed to offer a better solution to the customers. The
    solution lay in the market, and that is where the engineers went- to talk to the transporters, the
    small traders and the farmers- to learn what they wanted.
    Discussions with the potential customers and a detailed market research
    indicated that potential customers needed vehicles for the last-mile distribution for carrying
    less than one- ton load over short distances. Such a vehicle should have low maintenance and
    operating costs, higher driver safety, and better driving comfort. Customers were willing to
    pay marginally higher price for such a product. But what came out the more strongly was the
    social status associated with four wheel vehicle. Based on customer insight, the company
    decided to introduce a vehicle positioned as a Tata truck in mini size with a competitive price
    tag while maintaining high quality standards. The cost reduction was achieved through using
    and modifying parts already developed for other vehicles in the Tata stable as well as through
    out-sourcing, which constituted as much as 82% of the product.
    In order to meet the customer requirement of rapid turnaround time, the company
    designed the vehicle to achieve higher top speeds than that of the other tree-wheelers. The
    cargo bed was also made bigger. The product was designed with low turning radius to easily
    navigate the narrow lanes and by lanes of towns and village. The sporty car like features
    ensured comfort in ride and handling. The overall design, fit and finish differentiated the
    vehicle from three-wheelers and at the same time, bestowed social prestige to the owner as
    well as the driver of the vehicle. The vehicle was advertised using the symbol of a baby
    elephant with the tagline “small is big.” Tata Ace was launched with 15 – 20% higher price
    tag than that of a comparable model of three-wheelers. As the vehicle operated only within a
    limited radius, the service points had to be closer to the vehicles’ operating routes. For this
    purpose, the company augmented the service network by training automobile garages that
    were branded as Tata-certified service points. Within 22 months of the launch of the vehicle,
    the company rolled out 100,000th Ace, surpassing the company’s optimistic targets. Besides
    the Indian market, Tata Ace was also launched in the markets in Sri Lanka and Nepal.
    1. Questions
    a. On which marketing concept the case is based? Why?
    b. What pricing strategy it has follow?
    c. Suggest strategies for implementation of holistic marketing concept.
    Group 'B'
    Answer any one 1*10=10

    2. Explain the new product development process. ( Focus on Agricultural products).


    3. What is product life cycle? Explain its different stages focusing growth strategies.

    Group 'C' 3*5=15

    Attempt any five question,( Q. 10 is compulsory)

    6. Differentiate between selling and marketing concept. With an example.


    7. Define Branding. What are the decisions required to be taken while branding?
    8. What are the objectives of pricing? Explain briefly.
    10. Write short note:
    a) Customers Value and Satisfaction b) Marketing Environment c) Market segmentation
    b) Packaging e) Price Discrimination

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