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TVS汽车的营销策略 Marketing Strategy of TVs Motors [8]

论文作者:www.51lunwen.org论文属性:本科毕业论文 Thesis登出时间:2017-06-23编辑:cinq点击率:14318

论文字数:5000论文编号:org201706231339204833语种:英语 English地区:英国价格:免费论文

关键词:留学生论文营销策略Marketing Strategy

摘要:本文是留学生市场营销学毕业论文范文,主要内容是以印度TVS汽车的营销策略作为研究对象,对其组织的基本结构、各级协调和运作有一个清晰和正确的了解。

w emission and fuel economy. TVS R&D department published 81 papers placing and they developed various products with this research and they are successfully running in the road. For national and international conferences, R&D published around 81 technical papers.

Joint venture and Value chain
TVS has joint venture with Japanese's company Suzuki with whom it shares their technology, design and manufacture for two-wheeler under the banner 'TVS-Suzuki'. TVS-Suzuki manufactured various products including Samurai, Shogun and Fiero. Due to the rising disputes and low profit margins TVS decided to break their collaboration with Suzuki. In 2011, companies came to an agreement, as per the company was renamed as TVS Motors and Suzuki promised not to enter Indian market for minimum period of 30 months. This decision by TVS motors allowed them to operate independently and proves to be effective as their profit increased noticeably. TVS Motors invested heavily in R&D to launch new products with new technology and succeeded making TVS a highly recognized brand. After three years Suzuki entered Indian market and became one of the top five Two-wheeler Company in India.

The value chain for the Two-wheeler company has many value chain partners including manufacturing, dealers (outlets include sales and service), financial agents, support services, advertising, contracts, transportation and more. The value chain for TVS Motors will act like one team and they aim for success. The company has appraisal agencies, call centre, collection agencies and dealer management system to get daily updates from dealers and maintain a global communication across their value chain partners. TVS has plans to implement Information Technology across the value chains, to reduce the delays and lags in communication between the value chain dealers. This IT adoption to the company will significantly increase the customer satisfaction, timely service and a well structured management.

Business performance:
The overall Two-wheeler sales is decreased to 5% due to absences of executive segment motorcycle, whereas scooter and moped segment increased by 10% in their sales growth. The company achieved all time high sales in export of 2.70 lakh in 2011-2012. Three-wheeler sales also increased slightly from 0.39 lakh to 0.40 lakh in 2011-2012. Spare parts also increased to 29% sales. TVS Wego had a huge growth of 60% in the scooter segment.

These vehicles are distributed around 3500 dealer in India; they are authorized for both sales and services. TVS is continuously seeking for opening new dealerships to increase the growth of sales. The export sales are grown 51% where as domestic sales decline by 35% in the Three-wheeler market. There is large number of competitors in exporting, so company takes advantages of providing quality products as well as providing new market line for domestic market. For reducing the material cost and input material cost, company is using value engineering and global sourcing projects. TVS is using total quality management (TQM) as a cornerstone from 1987. So that company created manually called 'TVS Way' and won award for national and state level competition.

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