Target Market Alternatives For Zest Sedan †Myassignmenthelp.Com

Question: Discuss About The Target Market Alternatives For Zest Sedan? Answer: Introduction The research paper discusses the marketing research conducted by the business organization named Tata Motors to target specific market segments consisting of customers and manage the delivery of their new product. Tata Motors unveils the new Zest sedan for the customers of the middle segment because it is neither a hatchback nor a big sized car and can serve the customers well. It is a new entry in the mid-sized car segments, and Tata Motors has created an aggressive launch strategy after conducting a marketing research. The car has a new design, and it has been combined with the designs of cars manufactured in UK and Italy. The car consists of projector headlamps, LED tail lights and an advanced HARMAN music and infotainment system that will definitely influence the buying behaviours of customers and keep them satisfied too (Armstrong et al. 2015). The marketing research will include the various information about the target market alternatives, ways of defining a population, define a proper sampling frame to conduct research on the Zest Sedan and bring out positive outcomes in the end (Tatamotors.com 2017). A discussion of the target market alternatives for the Zest sedan Tata Motors has followed an effective launching strategy after the marketing research has been conducted to make sure that the new Zest compact sedan is launched properly in the market. The targeted market here has been the customers who are neither satisfied with the hatchbacks nor with the big sized cars. They want something new with the most advanced features at a reasonable price (Babin and Zikmund 2015). The company thus unveiled the new Zest sedan that has several features, which can make it stand out among the other cars in the same price range. There are many features such as projector headlamps, LED Tail lamps, seating arrangement for more people than a hatchback can occupy. The excellent HARMAN infotainment system is also present in the car that provides convenience to the user to enjoy music, manage navigation, infotainment and other services like driver assistance (Tatamotors.com 2017). The Zest sedan has been targeted for the new customers all over the world, and it is a great approach made by the organisation to manage a strategic shift towards a global portfolio with ease and effectiveness. The target market consists of young customers who want something new and astonishing and full of features within a reasonable price. Tata Motors has conducted the market research, because the offerings made by customers are not dependent upon the time after the car has been launched, rather is based on the conditions of market segments and market dynamics (Burns and Bush 2013). The market alternatives include the young customers as well as family persons who want something that is safe and offers better reliability and comfort while travelling. The Zest sedan is one the best-midsized car with a 1.2 Revotron engine and is made of high strength steel that makes it quite safe and secure during crashes and thus has been preferred by many customers (Chatterjee 2015). Tata Motors has always been a more profound company that delivers new vehicles from time to time, and it has been a major approach taken by the company every year. The Zest was launched a few years back, and it managed to grab a lot of market segments, though it did not become successful as it was expected to be. So, to provide the customers with better features and more space for seating, new segment leading features have been enabled including dual Airbags, Advanced braking system or ABS, rear parking sensors, LED Headlamps and tail lights, HARMAN infotainment system and many others (Dawar and Arora 2016). The company has gained a good foothold in Australia and has even considered their new launch as a global vehicle. Tata Motors has targeted the middle-class people who want a stylish, feature packed compact sedan at reasonable prices and the new launch can surely make a positive mark in the competitive business environment (Gerlach and Witt 2012). A discussion of the alternative ways of defining the Population for a research study on the Zest sedan There are various ways of defining a proper sampling frame and determine the size of the sample. The non-probability sampling technique is useful for determining the right sample through consideration of the feedbacks of managers and leaders of the organisation and then conducts a market research to enter new markets and remains successful globally. Both the probability and non-probability sampling approaches are effective for defining the population and make sure that data and information are collected from them to conduct the marketing research with ease and efficiency (Hair Jr and Lukas 2014). The probability sampling technique allows for utilising the various forms of randomly selecting the respondents and it is important to set up processes and ensure that all the units have equal opportunities to take participation in the sampling process. Computer systems are used for selecting the samples randomly and gain a good amount of responses from the customers regarding their needs an d requirements and whether those would be met with the buying of ne Zest sedan delivered by Tata Motors (Hair et al. 2012). The random sampling method is a part of the probability sampling approach whereas the non-probability sampling approach includes the purposive and convenient sampling methods. The purposive sampling method is managed by keeping the sampling methods purposive in nature, and the sampling problems can be approached with the help of a particular plan and even keep the individuals know about the marketing research topic. It is important to manage the purposive sampling by making sure that the respondents meet the criteria of being a part of the process of sampling (Malhotra, Birks and Wills 2013). The purposive sampling used by Tata Motors in Australia has helped in reaching the targeted sample within very less time, and the sampling for proportionality has not been considered here. The opinions and responses provided by the customers, who have been selected as samples for the marketing research have been obtained quite easily with the help of purposive sampling technique and is much conv enient to access and manage the data and information (Nielsen and Wilhite 2015). The convenient sampling approach enables conducting interviews with the higher officials of the company such as managers or leaders and even conducts interviews in a consistent manner by television news programs for obtaining a quick response and unbiased public opinions too. It is important to determine at first whether the samples would be available or not because the convenient sampling approach had been beneficial for gathering qualitative data mostly (Sinha 2016). As the managers and leaders might not always be available to provide their responses during the marketing research context, it is essential for the researchers to make sure that a suitable time is provided to them when they can be part of the interview to deliver their valuable ideas and opinions (Tatamotors.com 2017). By gathering the samples through non-probability convenient sampling approach, researchers would be able to know the actual purpose of unveiling the new Zest sedan and what the target market had been for Tata Motors (Takeyasu 2013). A discussion of the alternative ways of defining the Sampling Frame for the research on the Zest sedan The sampling frame is created to find out the source material, from which the samples are drawn, i.e., the customers are targeted. The sampling frame would consist of the various individuals within a population who could be taken as samples for researching the newly launched Zest sedan. The sampling frame is created by defining the population, subject and number of samples. During the first step of sampling, the customers are provided with survey questionnaires regarding the launch of the new Zest sedan and assessing their reviews regarding their satisfaction (Vakhariya 2017). The managers of Tata Motors were also called in for the interviews with the help of convenient sampling method for gathering their responses and furthermore determine the actual reasons and benefits that can be obtained by the company soon after the launch of new Zest sedan. 100 people from different market segments have been selected as samples for conducting the research and make sure that the conditions of t he various market segments are understood properly. Among these 100 respondents, 10 are the managers who have provided their responses and opinions regarding the launch of their new product without any bias (Wilson et al. 2012). The research site consisted of 10 managers of Tata Motors from various parts of the world according to their nature of work. For conducting the research and develop a proper sampling frame, diversified professionals are considered such as individuals belonging from departments of marketing, operations, procurement, environmental health and safety, logistics and distribution, etc. (Armstrong et al. 2015). A discussion of the alternative ways of defining the sampling approach for the research on the Zest sedan There are two sampling approaches including the probability and non-probability sampling approaches. The probability sampling approach consists of a random selection of participants while the non-probability sampling approach includes the purposive and convenient sampling techniques. However, the company has considered the non-probability sampling approach as effective to obtain the important data in the form of responses from the managers, which is another alternative way of defining the sampling approach (Babin and Zikmund 2015). The purposive sampling approach is managed with the consideration of actual purpose in mind and understand the specific group of individuals that will be taken into consideration while conducting the research efficiently (Belk, Fischer and Kozinets 2012). The purposive sampling approach allows the company officials to seek the purpose of conducting the research and determine the size of the sample prior to the determining of feedbacks and responses of customers who have either bought or are willing to buy the new Zest sedan offered by Tata Motors (Burns and Bush 2013). The respondents could easily meet the criteria of being considered as a sample, and the purposive sampling is also useful for reaching a targeted sample, i.e., 90 customers within less time, though not focusing on the sampling for proportionality. This would help Tata Motors to gain the important responses of the targeted population and then conduct a market research for determining whether the newly launched Zest seda n would be able to succeed and emerge as a winner within the competitive business environment or not (Chatterjee 2015). Explain why the approach expressed in the earlier sections will deliver an effective research outcome All the approaches for developing a sampling frame have been beneficial because it has not only helped the company to obtain responses and opinions of customers regarding the launch of the new Zest sedan. By considering their opinions and responses, it will be easy for the company to make sure that all[ the needs and requirements of the customer are fulfilled, and they are kept satisfied by delivering a great vehicle at a much reasonable price range. For example, the new Zest sedan that will be launched all over the world and even in Australia will have better safety level to be maintained (Dawar and Arora 2016). Tata Motors has introduced by the vehicle according to the Horizonext themes considering intense product focus, world class manufacturing quality, enriched experiences of purchasers and consistent quality of services offered to the customers. The journal articles can be presented to the group meetings and collect relevant information and data regarding the launch of the new vehicle and which are the targeted markets that have been targeted. This would help the company owners to make necessary changes and improvements to the vehicle and furthermore ensure that the needs and preferences of customers are kept fulfilled (Gerlach and Witt 2012). The sample size is thus chosen as 100 where 90 are the respondents from whom quantitative data has been collected, and the remaining 10 are the managers or leaders from whom qualitative data are gathered. All these outcomes derived from the marketing research would not only help to ensure the successful launching of the new Zest sedan but would also be able to influence the buying behaviours of customers largely (Tatamotors.com 2017). Conclusion The marketing research had been conducted based on the various data and information obtained from the article Tata Motors unveils new Zest sedan". The topic discussed the target market alternatives for the newly launched car and even defined the population by developing a proper sampling frame for the research on Zest sedan. 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