* 1. PGCHRM 15 / MK1RH13-1 MARKETING1GROUP ASSIGNMENTSubmitted ToProf. Arpita SrivastavaIn partial fulfillment of the requirements of the coursework onMarketingBySl. Name SMS ID SID Centre1 Amit Soni 112384 RH13118 Delhi Green Park2 Deepa Guha Roy 112279 RH13080 Delhi Green Park3 Gunjan Dang 112381 RH13115 Delhi Green Park4 Neeraj Mehra 112104 RH13094 Delhi Cannaught Place5 Nisha Singh 112325 RH13031 Delhi Cannaught Place6 Nitin Verma 111987 RH13034 Delhi Cannaught Place7 Piyush Mishra 112407 RH13010 Bhubaneshwar8 Pranay Prakash 112309 RH13037 Delhi Green Park9 Priyanka Bhandari 112427 RH13018 Delhi Cannaught Place10 Rajiv Naithani 112047 RH13055 Delhi Cannaught Place11 Rasika Sarna 112167 RH13045 Delhi Cannaught Place12 Taranpreet Tiwari 111981 RH13040 Delhi Cannaught Place
* 2. PGCHRM 15 / MK1RH13-1 MARKETING2MARKETING PLAN FORGo Guide India Pvt. Ltd.
* 3. PGCHRM 15 / MK1RH13-1 MARKETING3TABLE OF CONTENTSExecutive Summary 41. Mission 72. Environmental Analysis 73. SWOT Analysis 84. The Product 95. The Market 93.1 Market Segmentation 93.2 Market Analysis 103.3 Target Market Segment Strategy 113.4 Market Needs 113.5 Service Business Analysis 113.6 Competition Analysis 126. Marketing Communication 124.1 Product Life Cycle and Communication Mix 137. Financial Plan 138. Monitoring: Evaluation and Control 169. Customer Relationship Management 1610. Exit Strategy / Opportunity 1711. References 17
* 4. PGCHRM 15 / MK1RH13-1 MARKETING4EXECUTIVE SUMMARYWorldwide as well as in India, the taxi services market is variedly unorganized. However, in therecent past, companies have started capitalizing this market and in no time several large as well assmall radio taxi operators expanded rapidly in the Indian radio taxi market. Since, 2009, the markethas witnessed a compounded annual growth rate (CAGR) of 41.90% in terms of market revenues.Increasing consumer disposable income along with poor public transport system in the country hasgiven rise to a new...