Tata Motors to Colombia
Paper instructions:
The country we selected is India. The company from India we selected is Tata Motors. Our objective is to export Tata Motors’ Nano and Vista to Colombia (there are no Tata Motor vehicles yet). The competition we found are Renault’s Clio and Chevrolet’s Spark as well as motorcycles. When you research you’ll notice that Tata Motors are very cheap and to export it will not be expensive.
My part is to give an Introduction (everything about Tata Motors includes the objective of the organization), brief background, and an Environmental scan; identify problem(s) (Examples include, but are not limited to SWOT Analysis, PESTEL Analysis, Porter’s five forces, paradoxes, current events). I will upload the project details and an article that might help.
The Environmental Scan is very important
International Marketing
Final project details
Consider approaching this project from various angles and think outside the box.
Objective:
• Deshpandé’s (2010) “Why You Aren’t Buying Venezuelan Chocolates” offers interesting insights into a paradox that plagues companies and their products from many countries. This paradox is also known as the country-of-origin paradox. Select a country from the list on the last page. Consider a product that country is not known for, and propose creative strategies that will help reposition the brand and/or product in the minds of your target consumer.
• Once you and your group have selected a company, keep in mind itmust be a company you have not worked on before.
• Identify the main problems the company is currently facing or will likely face in the very near future. These problems may be related to a product’s failing marketing strategies. It may be helpful to run an environmental scan.
• Provide various solutions with calculations and reason how using that particular option would be beneficial to the company marketing that product.
• Strengthen, rebuild or revamp its image by enriching its customer relationship management. Offer creative marketing strategies.
• If a new service or new product line extension is part of your strategy, address concerns for production, logistics, and supply chain management.
• Provide a detailed description of the marketyou wish to target.
If selecting an international market, choose only one international market. Example 1: Italian men and women, ages 25-40, who were brought up or are currently living in Italy. Asian-Canadians, specifically Chinese-Canadian hipsters, ages 21-35, who have a Bachelor’s degree, live in Toronto, and identify with the grassroots hipster culture and lifestyle.
If selecting a domestic market, then choose a specific micro-culture. Example 2: Hispanic-Americans, Colombian and/or Colombian-American women, ages 45-60, who are working mothers who travel abroad at least three times per year, and live in Orlando.
Be descriptive with the consumer segment of choice. Discuss the target market’s demographics, psychographics, VALS, innovation segment, generation segment, etc. (Note: It may be helpful to review your old Marketing Management textbooks.)
Before finalizing the selection of your target market, brainstorm ways that will enable you and your group to access this market for your primary research. Refer to page 2 for examples.
Primary market research examples:
While there are many ways to tackle primary market research, one of the most common methods is to generate ideas as a team and determine target market access. Groups in other classes have employed one or a combination of more than one approach, such as: a) face-to-face interaction, b) snowball effect (i.e., asking someone you know who fits your target market if they know someone from their country or know of a club or organization whose members are from their country, and getting into their network by referral, c) social media group pages, and d) pay for participant recruitment.
What have some groups done with face-to-face interaction?
Some groups had direct access to people who fit their target market profile. So, they’ve distributed surveys to their target face-to-face and/or held face-to-face interviews with them. Some have even stopped by a venue, such as a store, where people who fit their target market shop, and asked if they could fill out their surveys.
Final paper structure
Length:
A. Groups of two to three = 16-20 pages (double-spaced) or 8-10 pages (single-spaced).
B. Groups of four = 20-30 pages (double-spaced) or 10-15 pages (single-spaced).
It is highly recommended that each group designate one person to be the primary editor to ensure the paper is organized and flows well. Please keep page limitations in mind. Charts, graphs, photos, images, citations and references/bibliography should be in APA format, not MLA. For guidance, go to: www.apastyle.org or http://owl.english.purdue.edu/owl/resource/560/02/
Font: 11-point Arial
One of the problems your organization faces is the country-of-origin effect (COO effect). As you know, there are advantages and disadvantages to the COO effect and paradox. Consider how they affect your organization’s international marketing strategies by including them in your investigation as you conduct an environmental scan and learn more about your target market in your primary market research. Address other problems or opportunities and offer interesting, strategic solutions.
General skeleton:
1. Title page – includes title, group members, and class section information
2. Abstract (similar to an executive summary)
3. Table of contents
4. Introduction (includes objective of the organization)
5. Brief background
6. Environmental scan; identify problem(s) (Examples include, but are not limited to SWOT Analysis, PESTEL Analysis, Porter’s five forces, paradoxes, current events)
7. Current and proposed potential consumer segment (target market) – includes in-depth discussion on demographics, psychographics, buying behavior, uses of technology/product/service, etc.
8. Theories, concepts and/or frameworks from readingsto support or guide your arguments and approaches (Apply these throughout. No need to separate this as a stand-alone section. When mentioning a theory, concept, or framework for the first time, be sure to apply the bold typeface to it.)
9. Primary market research (Explain how you recruited your participants (i.e., sample), the initial sample size, final sample size, brief background of participants, if they fit your target market profile, methods, length of time it took, etc.)
10. Market research findings
11. Proposed solutions (Be detailed. Are you focusing on different marketing approaches towards one existing product line? Are you proposing a new product to fit your target market’s needs, desires, and values? Are you considering a brand extension strategy? How will they solve your problem(s)? Is budget a concern? If so, how much should the organization consider? Think of logistics, supply chain, production capacity, organizational culture, accessibility, etc.)
12. Charts, graphs, and visuals (may embed within the body of the report or place in the Appendix section)
13. Discussion/Conclusion
14. References
Select one country from the list below. After you are placed in a gsroup, contact your teammates to identify a product that is originally produced in your selected country and a company that manufactures that product. That product should be one that is challenged with the country-of-origin effect (e.g., Venezuelan chocolates that do not sell well in the international market because most consumers identify fine, quality chocolates with Belgium, Switzerland, and France). Then, identify the domestic or international target market you would like to base your primary market research and marketing strategies on.
A. India
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