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:
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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