Mapping the ambulance market in India and devising a penetration strategy for Tata winger ambulance; Tata Motors

Abstract

The concept of an ambulance in our country has undergone a sea change in the last 7-8 yrs. From a mere transportation vehicle it has transformed into a facility where the patient's treatment can be immediately initiated, effectively utilizing the "golden hour" for trauma patients. Emergency services are deemed an essential service and hence most hospitals keep ambulances to facilitate entry of new patients as well as a necessary facility demanded by law. The ambulance purchase decision is taken by the hospital management in consultation with their transport, purchase and bio-medical departments. Hence our consumer in this market is essentially an institutional buyer. However apart from these large corporate clients, ambulances are also purchased by emergency service providers, individual nursing homes and hospitals, government projects and other charitable trusts and healthcare centers. The needs of such smaller customers also need to be kept in mind. We can classify the customer's needs at three levels. The first is on vehicular parameters, second on added features desired and third comprising of the Aesthetics of the vehicle. The lower order needs need to be satisfied before any improvements in the higher orders show increased customer satisfaction.