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0 Executive Summary

This marketing plan is about Tata motors. We are launching Tata vehicles in Bangladesh. Thus, we need a marketing plan to successfully launch the products and grab the market position. As a result, we are preparing this marketing plan. Our main target market will be multinational and local F !" manufacturers, transport agencies, garments factories, raw materials suppliers, "overnment organi#ations and passenger service providers both inter$city service operators and local service operators in Bangladesh. Our tag line will be Your Heavy Weight Friend. Tata otors %imited is &ndia's largest automobile company, with revenues of (s.

)*+*,.-. crores /012 ... billion3. &t is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsi#e car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest passenger carrier manufacturer. &t is estimated that Bangladesh has more than ) million heavy vehicles on the road are engaged in delivering goods and carrying passengers. The ma4ority of trucks are engaged in carrying raw materials, perishable goods, and garments items to the ports. Tata vehicles will be positioned as an affordable and fuel efficient vehicle in Bangladesh market. 56asy$to$assemble kits' will be imported from Tata in &ndia. The vehicles then will be assembled at pre$defined locations. &t will be then redistributed to showrooms that will be set up based on region. First$year ob4ective is to achieve ,77,777 units of sales gaining ).* 8 market share get from market si#e. 1econd$year ob4ective will be to achieve break even
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with the ,*8 increase in market share. Third$year ob4ective will be to grab the -78 of the market share and we will introduce new models of vehicles in this period. The cost based pricing will be used to price the products. This will include import ta9, duties e9cise, sales ta9, shipment costs and assembly cost. We perform the Tata vehicles in Bangladesh by selling it directly to customers. !ustomers can deal directly with our dealers and make the booking for Tata heavy vehicles by visit our sales office or at any special event:campaign. Our promotion mi9 will be the blend of four components; advertising, sales promotion, personal selling, and internet:direct marketing. <ence, we will use only print advertisement initially. Advertisements will be published on renowned daily newspapers and business maga#ines. Break even analysis indicates that ))+= unit or Tk. -+,,+.,>>+ will be re?uired in monthly sales revenue to reach the break even point. Finally, marketing plan will be implemented and worked as a control mechanism for the organi#ation. arketing organi#ation will be set up in which marketing manager will monitor the all activities.

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