Expansion of TVS Motors in Emerging Markets

Kaushik Dutta-Bhowmik

Abstract: This article explores the international expansion strategy of TVS Motors, an Indian motorcycle manufacturer, focusing on its ap-proach to localizing factors in emerging markets. The study examines how TVS adapted its business model to different geographic, economic, and sociocultural conditions in Asia, Africa, and Latin America, contributing to its significant growth. Key strategies in-clude market segmentation, product differentiation, and partnerships with local companies. This case study provides valuable in-sights into effective strategies for market expansion in similar contexts.

Keywords: Expansion Strategy, Localization, Emerging Markets, TVS Motors, Business Model