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Tata Cars in the Global Market
Despite a common prejudice, business and art are perfectly compatible, and Deviantart, the refuge of numerous talented artists, is strong proof for that. Investing in Deviantart will help provide opportunities for young artists to promote themselves as accomplished designers. There is no secret that locating a proper resource, where the basics of using modern technology (i.e., graphic tablets, computer programs, such as Photoshop, Corel Draw, etc.) are taught in a comprehensive manner, is rather complicated.
By introducing online courses, where the users of Deviantart will be able to acquire new skills, participate in competitions and get a chance for employment, one will be able to benefit within a comparatively short amount of time. Deviantart is a treasure trove that will never be exhausted and, therefore, will provide stable revenue, which makes it a perfect place to locate a business in.
An analysis of the components for the marketing plan shows that the market strategy, branding, and the pricing, positioning, and branding (Iacobucci 61) seem to be of the greatest significance. With no major competitors, the organization will have to focus on the means of reaching the target audience. Networking and direct marketing seem to be the most efficient strategies, seeing that online users are likely to use AdBlock or similar applications and are unable to notice advertisements on the site.
Tata Nano’s Marketing Segments
The case study shows that middle-class single people and students make the bulk of Tata’s target audience due to the low price and small size of the vehicle. Based on this assumption, it can be considered that competition and budget are the key concerns of the company. In addition, the mission statement should be changed so that the environmental controversy should be addressed. The next step towards the company’s success in the global economy will presuppose a shift towards four-wheel vehicle production. Finally, the company will have to reconsider the production process in order to make the cars less threatening to the environment.
Tata Nano and Maslow’s Hierarchy
From the perspective of Maslow’s hierarchy, the need for physical safety and transportation (the basic needs) have been satisfied. However, the esteem of people driving a vehicle that pollutes the city will suffer; therefore, there will be no possibility for self-actualization. The environmental issue has struck me greatly. Therefore, the highest level of Maslow’s hierarchy will affect me when purchasing a Tata car.
Baby Boomers vs. Gen Nester
|Segmentation element||Baby Boomers||Gen. Nester|
|Values||Family and relatives||Career and family|
|Use of media||Traditional||Modern|
As the table above shows, Gen. Nester is concerned with career-related issues. Baby Boomers, on the contrary, focus on family issues more. This difference in values is predetermined by the background of both generations.
It seems that people’s choices are predetermined by their fears to a considerable extent. E.g., Baby Boomers traditionally have retirement fears fueled by their experience of economic insecurity. Therefore, fears based on negative experiences must be included in the list.
Brand Positioning for Bitter
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Iacobucci, Dawn. MM4: Marketing Management. 4th ed. Mason, OH: South-Western Cengage Learning. 2014. Print.