Tata Aria SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 1966
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SWOT Analysis of Tata Aria with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tata Aria

Parent Company

Tata Motors

Category

Crossover

Sector

Automobiles

Tagline/ Slogan

Luxury that thrills

USP

Available in four wheel drive providing good handling and equipped with good safety features

STP

Segment

Crossover for families

Target Group

Targeted towards the families belonging to upper middle class segment

Positioning

Positioned as an efficient crossover that provides luxury and good driving experience

SWOT Analysis

Strengths

1. Good safety features like ABS with EBD, Disc brakes, Airbags etc.

2. Comfortable interiors equipped with technologies like climate control, cruise driving control and flexible seating

3. Available in 4 wheel drive along with good suspension providing good handling

4. Strong distribution and service network

5. Available in a wide range of variants

Weaknesses

1. No strong product differentiation when compared to competitors

2. Average design and styling compared to international leaders

Opportunities

1. Expanding automobile market and available space for competitors

2. Increasing per capita income and purchasing capability of potential customer base

3. Leveraging the wide distribution to acquire newer customers

4. Increasing the customer engagement programs

5. Augmenting the distribution and service network in various countries

Threats

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors

Competition

Competitors

1. Mahindra XUV

2. Renault Duster

3. Chevrolet Tavera



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