A STUDY ON MARKET MAPPING OF HEAVY COMMERCIAL VEHICLE WITH SPECIAL REFERENCE TO TATA MOTORS (TRUCKS)

This paper is a research in Market Mapping, which we define as the transformation of a market opportunity into a product available for sale. Our review is broad, encompassing work in the academic fields of marketing, operations management, and engineering design. We focus on product development projects within a single firm. We also devote our attention to the development of physical goods, although much of the work we describe applies to products of all kinds. In doing so, we adopt the perspective of Market mapping as a deliberate business process involving hundreds of decisions, many of which can be usefully supported by knowledge and tools. We contrast this approach to prior reviews of the literature, which tend to examine the importance of environmental and contextual variables, such as market growth rate, the competitive environment, or the level of top-management support.