Milestone_One___QSO_500__1__To_Share.docx Milestone One QSO 500: Business Research 44

Milestone_One___QSO_500__1__To_Share.docx    Milestone One  QSO 500: Business Research  44108  Introduction  According to Mukherjee, Mathur and Dhar (2015) MSIL™s vision statement was: œThe leader in the Indian automobile industry. Creating customer delight and shareholders™ wealth: A pride of India. Its core values were œcustomer obsession, fast, flexible and first mover, innovation and creativity, networking and partnership, and openness and learning. However, due to the growing A-segment market and fast evolving consumers needs MSIL started to notice that by selling the same models as other competitors this could affect their brand image and profit potential. The purpose of this study is too obtain data that describes the consumer purchasing factors and their evolving needs.  Business Problem  ï‚·Research Problem  The problem MSIL has is that their A-segment car models are becoming less attractive to Indian consumers due to consumers evolving needs. According to Mukherjee, Mathur and Dhar (2015) the dealer margin on A-segment cars was shrinking in by 2013, they found that this drop was more pronounced for the entry-level than the premium-hatch category. Based on market intelligence by the MSIL sales team, gross margins varied depending on the manufacturer and the product.   Production of a new model usually would require at least four to five years. Production included, design, and development (Mukherjee, J., Mathur, G., and Dhar, N., 2015). If MSIL is interested in staying above the competition and attract consum