System Upgrade on Tue, May 28th, 2024 at 2am (EDT)
Existing users will be able to log into the site and access content. However, E-commerce and registration of new users may not be available for up to 12 hours.For online purchase, please visit us again. Contact us at customercare@wspc.com for any enquiries.
Results: 1 - 1of1
Save this search
Please login to be able to save your searches and receive alerts for new content matching your search criteria.
Vanraj Mini-Tractors: Is Small Beautiful?
Preview AbstractThis case presents the dilemma of the decision maker in selecting the most appropriate market segment for Vanraj 10 HP mini-tractors — an innovation from a small farmer in Gujarat, India. Four market segments were identified: small and marginal farmers, large farmers, industries, and horticulture farmers. Vanraj was economical and possessed all the features of a big tractor. Mr. Trivedi, the decision maker, believed that the tractor would serve the needs of small and marginal farmers better, but his colleagues wanted him to think further before selecting any particular market segment for targeting. This case is useful for exploring segmentation and targeting decisions in marketing.