Tvs Motors

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TABLE OF CONTENTS

Executive Summary
Theoretical Framework
Objective of the Study
Limitation of the Study
Company Profile
Milestones of the Company
The Major Products
Research Methodology
Group Companies
Company at Present and in Future
Marketing Strategies adopted by TVS
Conclusion
Bibliography

EXECUTIVE SUMMARY

Ever since man evolved into social animal he felt the need for “Transportation.” As he formed a civilization he felt the need for “Better Transportation.” Today on the threshold of exploring the universe he feels the need for “Best Transportation.”

Truly the modern world relies on transport which can be airways, roadways, railways and on water. Bicycle was the most important part of road transportation in early days and as the scenario changed bicycle was transformed into a fast, stylish and trendy mode of transport known as Motorcycle, now-a-days known as Motorbike.

The topic of the project is “Marketing Strategies adopted by automobile industry taking TVS Motors for comparison.” TVS Motor Company is one of the leading bike manufacturers in India. For the study, secondary data is collected from business newspaper, magazines, company brochures, journals and the Internet. The major conclusion from this study was that TVS has to improve itself to gain the first position in the market as it is doing well to maintain its third position in the market.

In terms of competition, TVS has nick-to-nick competition with Hero Honda and Bajaj. TVS has a lot of work to do if it has to take lead and remain the leading manufacturer in India. This report incorporates sincere efforts to submit the best possible dossier on the topic assigned because no study can be perfect. There are bound to be limitations that I faced and within which I had to work.

THEOROTICAL FRAMEWORK

MARKET
In economics, a market is a natural social structure developed by any economic or economically-oriented, human interaction to facilitate the exchange of rights, services or product ownership. Markets enable peoples' services, firms and products to be evaluated and priced. There are two roles in markets, buyers and sellers. The definition implies that at least three actors are needed for a market to exist; at least one actor, on the one side of the market, who is aware of at least two actors on the other side whose offers can be evaluated in relation to each other. A market allows buyers and sellers to discover information and carry out a voluntary exchange of goods or services. This is commonly done through trade. These trades may be handled a variety of ways, but in small market environments, buyers and sellers typically deal in currency, and goods. In everyday usage, the word "market" may also refer to the location where goods are traded, or in other words, the marketplace.

MARKET STRATEGY
A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. Types of strategies

Every marketing strategy is unique, but can be reduced into a generic marketing strategy. There are a number of ways of categorizing these generic strategies. A brief description of the most common categorizing schemes is presented below: •Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are three types of market dominance strategies: oLeader

oChallenger
oFollower
Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage. oCost leadership

oProduct differentiation
oMarket segmentation
Innovation strategies - This deals with the firm's rate of the new product development and business model innovation....
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