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Case Study On Tata Motors

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Tata Motors Limited is India’s largest automobile company having over 60,000 employees. It is headquartered in Mumbai, Maharashtra, India. A subsidiary of the Tata Group, its products include passenger cars, vans, coaches, trucks, buses and military vehicles. It is the first Indian automobile company to list on the New York Stock Exchange.
In India, Tata Motors is among the top four passenger vehicle brands with products in the compact, midsize car and utility vehicle segments.
Success of Tata can be attributed to it creating a niche in the automobile industry. The astute strategy of tapping the yet untapped market gives it a clear edge over its competitors. Tata Motors' principal subsidiaries include the British premium car maker Jaguar Land …show more content…

It started as a quest: affordable transportation solution."
Ratan Tata, at the launch of Tata Nano:
“A promise is a promise.”
Tata gave an engineering team, led by 32-year-old star engineer GirishWagh, three requirements for the new vehicle: It should be low-cost, adhere to regulatory requirements, and achieve performance targets such as fuel efficiency and acceleration capacity.

Nano derived from
• Superior Tech
• Small size
The first design was closer to a quadricycle than a car, and the first prototype, Wagh admits candidly, "lacked …show more content…

"It was an embarrassment," says Wagh.
But the failure was also the catalyst for Tata's decision to build a proper car, not an upgraded scooter on four wheels or anything flimsy or cheap-looking. "We didn't want an apology for a car," says Ravi Kant. "We were conscious of the fact that whether it was a $2,500 car or not, it ought not to have looked like a $2,500 car."
The first was a 540 CC engine that, when fitted on the prototype, lacked the necessary power. So its capacity was increased by 9%, then by another 9%, before Wagh finally settled on a 623 CC engine.
What shook the automobile world most was the fact that the designers seem to have done the impossible: The sleek, sophisticated Nano doesn't look flimsy or inexpensive. If it had been an upgraded scooter on four wheels, Tata still would have been applauded for making a family of four safer on Indian roads. The Nano, however, affords both safety and status.
"The innovation wasn't in technology," Kant recalls. "It was in a mindset change." The Nano, he adds, has put an end to all discussions of having variants of scooters or quadricycles as passenger vehicles on India's roads.

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