International Business Strategy of TVS Motor Company: A Focus on Bangladesh Two Wheeler Motorcycle Industry

Abstract

This is the study about the international business strategy of TVS Motor Company for their two wheeler motorcycle. As a part of this study, it has been investigated the sales & marketing strategy, brand strategy, primary target customers, marketing communication strategy and advertisement policies of TVS company by focusing on two wheeler motorcycle industry of Bangladesh. TVS Motor Company is an Indian based world leading two and three wheeler vehicles manufacturer. They have been conducting TVS motorcycle assembling and marketing in Bangladesh since 2007. This is a qualitative study where it has used the secondary data. The secondary data has been collected from the TVS Company’s website, newspaper, articles and various motorcycle companies’ websites. Motorcycle industry of Bangladesh is very competitive. There are many strong competitors of TVS motorcycle like Runner, Bajaj, Victor R, Honda, Hero, Lifan, Yamaha etc. The international strategy of TVS motor is to ensure a Win-Win situation for both the organization and the customers hold immense value and have become imperative in the current times. The TVS Company has always prepared a strong marketing strategy with capital and technical capability to operate in Bangladesh market. The primary target of TVS motorcycle in Bangladesh is to grow market share and defend that at any cost. The main strategy of TVS motorcycle in Bangladesh is directed towards high sales per model and offering low costs compare to its competitor. In Bangladesh, the main focus of the company is creating brand image by offering good customer services. In this report, it is recommended that TVS motorcycle should carefully design the after sales services; they should make online campaigns, road shows, canopy, sponsorships etc and they should launch more attractive TV commercials to make its new offering more popular and to make TVS a better brand in Bangladesh.