Case Study Essay

2332 Words 10 Pages
Racing past the Barriers
The Success of the Apache Motorcycle in India

Submitted to: Mr. Ahsan Durrani
Submitted By: Badar Salam Kayani 1848 17th March 2013

Summary -

This case study is about TVS Motor Company, the third largest two-wheeler manufacturer in India.
TVS is among the top ten in the world, with annual turnover of more than USD 1 billion in 2008-2009, and is the flagship company of the USD 4 billion TVS Group.

1. What were the former characteristics of the market in India?

Former Characteristics of Indian Market:

* Size: Two-wheelers have been the main means of transport in India accounting for over 70% of the vehicle
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Identity Needs (Sociology): * The need to identify with particular groups in society. * These needs are met by the social values or character of the brand – a brand for young people, for women, upscale, etc.
Emotive Needs (Relationship): * These are the core drivers of brand choice, the engine that powers the consumer’s relationship with the brand.
Symbology, Social Values, Product Features:

Archetypal Framework:

Two axes are the fundamental anchors of this framework. * Horizontal * Vertical

Horizontal: * The horizontal is the I vs. We axis. * The right side represents the drive for individualism and self assertion. * This is the need to stand out, to feel superior, to be admired and to stay ahead of others. * The left is about the fundamental sense of belonging – the need for acceptance, togetherness, friendship and warmth
* The vertical dimension divides the model into the extroverted and introverted poles. * The top is about energy directed outwards – release, stimulation, freedom. The bottom is about energy that is inwards – more contained and controlled and therefore less visible. * While these are polar opposites, there are no hierarchies or negatives. * The space represents alternative strategies that consumers use to resolve their

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