Vanraj mini-tractors: is small beautiful?

Pratik Modi

Research output: Contribution to journalArticlepeer-review

Abstract

This 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.
Original languageEnglish
Pages (from-to)140-160
Number of pages21
JournalAsian Case Research Journal
Volume12
Issue number2
DOIs
Publication statusPublished - 2008

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