Marketing Strategy of Maurya Motors

Maurya motors is a dealership of Tata motors associated with the selling of the commercial vehicles of the Tata motors. It works on the principle of 2’S i.e selling and services of Tata motors products. It was started in 2014 with an outlet only in Patna. But later it expanded to 4 more districts of Bihar. It Was started by MR. Neeraj Dwivedi.

It sells all the different types of Tata vehicles ranging from commercial vehicles to the private vehicles like sedan and SUVs.

It provides a holistic development to all the internee in terms of market experience and business models.

SWOT analysis of Tata motors

Strengths

The company had a successful alliance with the Italian giant Fiat in 2007.

The internationalization strategy so far has been able to keep the local managers in new acquisitions and to only transplant a couple of senior managers from India to the new market.

Weaknesses

Despite of buying Jaguar and Land Rover, Tata has not been able to get a foothold in the luxury segment.

The company’s passenger cars are based upon3rd and 4th generation platforms which put Tata motors at the back seat.

Opportunities

Fast expanding in the overseas market.

Introduction of the low cost electric vehicles.

Threats

New entrant`s in passenger cars market like Renault.

Luxury segment may not flourish due to the unplanned strategy of the managerial sects.

Marketing strategy of maurya motors-:

Segmentation

Maurya motors has divided his outlets into three parts – commercial vehicles, private vehicles and luxury vehicles.

Commercial vehicles – under this, Maurya motors sells all the vehicles used commercially like trucks, pick ups, etc.

They all have a contract with different districts of Bihar where they sell the vehicles used by the Municipal corporations.

Private vehicles – Under this, it sells the vehicles which are used for private purpose like sedans and SUVs.

Luxury vehicles – Under this, luxury models like Land Rover and Jaguar and sold.

They have different set of people for handling different segments.

SWAP Strategy

Under this strategy, it provides the customers with the facility to sell the old Tata vehicles to them at a lower rate and difference is deducted from the cost of the new model.

The old model is transported to the Tata plants of Pantnagar, Jamshedpur and Lucknow where they are sold to the Tata group.

Merger strategy

They have merged with the local governments of many districts in Bihar. This has given them an strategic edge over other counterparts. After this merger, they are regularly being published in different advertisement related to the municipal corporations.

Literature review

Shinde Govind P. and Dubey Manisha (2011) the examination has been led considering the sections, for example, traveler vehicle, business vehicle, utility vehicle, two and three wheeler vehicle of key players execution and furthermore break down SWOT investigation and key elements impacting development of car industry.

Sharma Nishi (2011) examined the monetary execution of traveler and business vehicle portion of the car business in the terms of four money related parameters to be specific liquidity, benefit, use and administrative productivity investigation for the time of decade from 2001-02 to 2010-11. The investigation infers that gainfulness and administrative productivity of Tata engines and additionally Mahindra and Mahindra ltd are attractive however their liquidity position isn't acceptable. The liquidity position of business vehicle is greatly improved than traveler vehicle fragment.

Singh Amarjit and Gupta Vinod (2012) investigated a diagram of vehicle industry. Indian vehicle industry itself as an assembling center point and numerous joint endeavors have been setup in India with remote cooperation. SWOT investigation done there are a few difficulties by the uprightness of witch vehicle industry faces part of issues and some imaginative key highlights are keyless passage, electrically controlled systems upgraded driving control, delicate feel insides and furthermore need to center in future around like fuel proficiency, outflow diminishment wellbeing and sturdiness.

Singh Amarjit and Gupta Vinod (2012) investigated an outline of car industry. Indian car industry itself as an assembling center point and numerous joint endeavors have been setup in India with outside coordinated effort. SWOT investigation done there are a few difficulties by the excellence of witch car industry faces part of issues and some imaginative key highlights are keyless section, electrically controlled instruments upgraded driving control, delicate feel insides and furthermore need to center in future around like fuel effectiveness, discharge decrease security and solidness.

Beam Sabapriya (2012) considered the example of vehicle organizations to assess the execution of industry through pointers specifically deals, creation and fare slant and so forth for time of 2003-04 to 2009-10. The examination finds that vehicle industry has been going through problematic stages by finished obligation load, under usage of benefits and liquidity insecurity

Research methodology

The primary data is collected through structured questionnaire. The secondary data is procured from journals, magazines and electronic sources. The sample size for the study is 50 and simple random sampling method is implemented for selecting the respondents. The respondents were explained about the purpose of the study and they were given questionnaire. The clarifications were given with utmost care to respondents while collecting primary data. The respondents are expected to have experience in using different motor vehicle.

Abstract

In the light of growing market opportunities for the motor companies, the present study focused on motivating factors of customers towards Tata motors. The purpose of the paper is to study the motivating factors in the shopping of motor vehicles.

Limitation of the study

The consumer behavior varies from time to time and the sample size of the study is small. The time and money are also other constraints to conduct an elaborate research study by considering various other factors. The research was conducted in Patna, Bihar State and the findings of the study may not be generalized to other geographical locations. The behavior is dynamic in nature therefore after a certain time period the conclusion so this study may not relevant while formulating marketing strategies.

Future research

Similar studies can be conducted in other geographical locations. There are other motivating variables like social status which need to be considered by researchers. The demographic variables like marital status and number of family members have not been considered in this study therefore future researchers can study the impact of family size on organized consumer behavior.

Sample design

The sample size of the respondents is 50. The sample design used in this research is Non-Random Sampling as this survey is for those who has used this network because from this sample design I can get the accurate result regarding the satisfaction level of the customers.

Data collection

Primary data- The data is collected is through questionnaires.

Secondary data- The data is collected from the web sites like the company profile and etc., and books is also referred for some theoretical concepts.

Tools and techniques used

Pie charts and Bar graphs have been used in this research because it gave me the complete and accurate result regarding the satisfaction level of the customers.

Questionnaire design

Age statistics

Q1.How many times have you used any Tata motors product?

A) 5-10

B) 10 times or above

C) 3-5 times

D) Other

Data Analysis and Interpretation of Q1-

Q2.Which of the following product of Tata motors have you used?

sedan

SUV

Commercial vehicle

Data Analysis and Interpretation of Q2-

In the above figure we can see that a sedan models are widely used.

Q3.Are you able to get the services of Tata motors?

Always

Rarely

usually

Data Analysis and Interpretation of Q3-

We can see that about 60% of the people get a good service.

Q4.What was your perception about Tata motors before using it?

A) Good quality

(B)Easy availability

(C)Other

Data Analysis and Interpretation of Q4-

we can see that people had a good view about Tata motors.

Q5.What was your perception about Tata motors after using it?

A) Good quality

B) Easy availability

C) Other

Data Analysis and Interpretation of Q5-

We can see that people use this for their good service availability.

Q6.Are you satisfied after your post use ofTata motors?

A) Excellent

B) Good

C) Average

D) Below Average

Data Analysis and Interpretation of Q6-

In the abovechart we can see that more than 50% of the customors are satisfied with the overall performance of the Tata motors products.

Q7.After using Tata motors,will you prefer other brand vehicle?

Yes

No

Can not say

Data Analysis and Interpretation of Q7-

We can see from above chart that 62% customers do not want to change their brand.

Q8.In which section do you feel Tata motors should improve?

A) Quality

B) Price

C) Easy availability

D) Other

Data Analysis and Interpretation of Q8-

In the given chart we can see that easily availability is the most important thing that the customers would like to improve.

Q9.Would you like to recommend Tata motors to your friends or relatives?

A).Yes

B).No

Data Analysis and Interpretation of Q9-

We can see that 62% of the total users are ready to recommend Tata motors to other users.

Q10.Would you like to re-purchase Tata motors product in future?

A) Yes

B) No

Data Analysis and Interpretation of Q10-

We can see that 64% of the total users are ready to re purchase any Tata motors product in future.

Findings

As per our survey conducted at Patna, we have come across the following findings.

1. Tata motrors has done a good job in sedan section of its motors.
2. Price and availability of the service centre is the main driving cause for its success.
3. Sedan is the most successful vehicles followed by SUV and commercial vehicles.
4. Indian consumers want more facility in the same price , better quality and hassle free availability of the products and services,

Recommendations

As per my survey, Tata motors even reaches to the countryside places. But the biggest challenge for this company is the transformation from the 4th generation to the 5th generation vehicles.

If it conquers the luxury segment very well, than it has a potential of becoming the most accepted vehicle manufacturer nationwide.