JK TYRES A COMPREHENSIVE MARKETING RESEARCH PROJECT

JK Tyres & Industries Limited is certainly one of India's oldest and biggest manufacturing companies, being a leader in the tyres production sector in India and gradually extending its business presence in some other countries worldwide. Being a subsidiary of JK Organisation, an enterprise group comprised of a variety of businesses, JK Tyres has more than fifty years of operation during which the company grew up from a mere manufacturer of tires for domestic market to a high-tech player on the international level working in passenger cars, trucks, motorcycles and off-the-road vehicles segments. The objective of the current marketing study is to conduct a comprehensive marketing analysis of JK Tyres & Industries Limited with regard to all major issues associated with its marketing strategy, brands, customers, competition and future plans for developing its marketing efforts. The study will include theoretical information about marketing combined with practical findings based on statistical data, annual reports and scientific studies of automobile parts manufacturing in India. The current study begins with a brief overview of the history, vision and mission of JK Tyres, after which it goes through various dimensions of marketing mix and their peculiarities at JK Tyres, such as the has traditionally been characterized by competition based on price and consumer homogeneity. The consumer behavior study examines consumer decision making in the case of Indian tyre purchasers, whether they are end-users, companies managing their fleets, or institution-wide purchasing agents, and also examines JK Tyres' product mix, distribution channels, and communication efforts to shape these consumers' decisions. The competitive analysis is carried out using Porter's Five Forces Framework as a means of benchmarking JK Tyres' performance vis-à-vis its key competitors in the domestic as well as international markets. A SWOT analysis takes into account not only the internal factors but also the external factors that affect the strategic position of JK Tyres. Finally, the paper reviews some of the most important strategic initiatives at JK Tyres – investments into R&D as seen through the initiative of JK Tyre Centre of Excellence; motorsport sponsorship; sustainability initiatives; and digital marketing. The conclusion section will highlight the results of research in relation to JK Tyres, as well as state conclusions drawn from research and propose some recommendations for JK Tyres. In doing so, recommendations provided will be based both on the specifics of this organization and on marketing management principles.