Cases in Rural Marketing

CASE 2

Customization

India’s large gross cropped area (GCA), next only to USA and Russia along with fragmented land holdings has helped India to become the largest tractor market in the world. But it drops to eight position, in terms of total tractors in use in the country. (Table 1)

 

Table 1 Tractors in Use: India Vs World

Market Shares

The industry is segmented on the basis of the power of the tractor engine expressed in terms of horse power (HP). The HP-wise composition of tractor industry sales as shown in Table-2 reveals that 31–40 HP tractors constitute the largest segment with 54.7 per cent of the total tractor sales in FY2000. It can ...