INTERNATIONAL MARKETING (MK T4 80)

Tata Motors Case Study

READ THE CASE STUDY FROM IVEY PUBLISHING. RE FER TO THE INFORMATIONAL PAPER ON THE 4 A’s and VALS FRAMEWORK DISCUSS THE FOLLOWING TOPICS:

1. Explain the performance of the Nano from the perspective of the 4 A ‘s of Marketing. 

2 . D efine the segmenting, tar geting, and positioning of Tata Motors’ Nano.                                                                                                                                                                                                                                        3 . R eview the various integrated marketing communication tools used by Tata Motors and

address the effectiveness or ineffectiveness of each .

International Marketing (MKT480) 

The 4 A ‘s of marketing to create customer value:

1 . Acceptability . T h e product needs to meet the customer ‘ s requirements (both functional and

psychological ) . 2. Affordability. The customer needs to be both willing and able to pay for the product . 3. Accessibility. I s the product readily available and convenient for the customer to purchase? 4. Awareness . Brand Awareness & Product Knowledge