Tata Ace Case Study Solution

Marketing Management
Tata Ace Case Study Solution

1. Analyze the Commercial Vehicle Industry at both Global and Indian scenario? Which are the top 5 countries for CV Industry.
Indian Scenario-

Indian Commercial Vehicle industry can be mainly segmented into * LCV and * M&HCV industry.
LCV consist of three wheelers and four wheelers up to 1 ton capacity.
Tata, Bajaj, Mahindra, Force motors and Piaggio are the major players of LCV industry.

M&HCV consist of four wheelers such as medium sized pickups, single axle and multi axle buses and trucks. Tata, Mahindra & Mahindra, Eicher, Volvo and Swaraj Mazda are major the players of M&HCV industry.

Also, two wheelers, passenger cars and SUV’s were also used for freight transport. Non motorized vehicle sector included bullock carts, bicycle rickshaw, horse drawn carriages, and manual pull carts. The size of the non motorized section was large but undocumented.
After many successful years, In India commercial vehicle industry is going through a bad patch due to following reasons-
• Economic slowdown
• Delay in infrastructure facilities i.e.-Roads Medium and high commercial vehicle industry has seen significant slowdown while LCV industry is still experiencing growth.
To overcome the slowdown OEMs have started investing in more research in technology, design, innovation, increasing the reach and increasing the standard of aftersales service instead of investing in expansion of output facilities. Some international OEMs like Daimler (Bharat Benz), MAN motors, VE motors and Scania are Investing and expanding in India. International OEMs are calibrating and designing their products according to local product demands and they are looking forward to make India as their export hub.
Global scenario-
China, India and Russia are one of the emerging markets for commercial vehicle industry. Demand in sharp in these emerging markets. Demand in North America and Western Europe is