Tata Nano Case Analysis

There were certain competitive threats due to opening up the Indian economy. One brand, instead of many, will create a strong equity that will benefit all Tata companies to fight competitors entering Indian market.

To achieve these objectives with a limited budget, MM’s marketing strategy had to centre on value provision. Building on MM’s original strengths, we saw the opportunity to delight customers with superior power-to-size ratio. We identified Segments A and C as our primary and secondary target segments, as their needs fell within the optimal zone where our product positioning could provide a difference. With the need to reverse declining market share and boost customer satisfaction, aggressive investment in MM’s R&D was necessary to build a strong and positive brand name for our power-efficient motors and manage internal costs. This allowed us to price our motors to create value for customers while extracting value for our business. Enhanced increased in our sales representatives and marketing communications were identified as critical in communicating MM motors’ value to customers, and formed the key differentiators in managing MM’s dual sales force and distributor channels.

ysiA Project Report Submitted on the Technology of “Tata Nano Car” As Part of the Course Managing Technology for Competitiveness

During this project I researched on how TATA developed NANO costing Rupees1 lakh ($ 2500 U.S) and what will be its effects. A survey was also done for understanding consumer buying pattern and preferences (which is a part of secondary data).

The great wonder car by Tata’s has stunned the entire world. Critics who often said that it was not possible to make a car at a price below $3000 were taken to a back sit when Ratan Tata the chairman of Tata Motors unveiled this car in New Delhi at a price of $2500. Since then it has been in lime light and has been making news in the auto sector throughout the world.

Volvo, for example, has established a reputation as a safe, family car. It targets parents with young children. Volvo would have a difficult time also trying to market a two-seat convertible sports car to young adults who are concerned more with style and speed than safety. The Body Shop is a good example of the success that can result from choosing the right market segment.

Companies use advertising to persuade the feelings of their buyers. This advertising gives the viewers the feel of an alternate reality, rather than a simple use of a product. For example, looking at Lincoln’s official commercial for the MKX, it is clear to see that Lincoln is not trying to sell just a car, they are trying to sell the experience. I believe that this commercial does a very good job at portraying the attitude towards reaching a neutral crowd, and that Lincoln is trying to make their viewers feel a sense of elegance of owning and driving the MKX.

This topic of discussion has frustrated many car enthusiasts over the years as the market

Volkswagen to create a powerful media image and ad campaign to sell both the new Beetle and iPods to a younger, newer crowd. Today’s youthful generation not only demands the latest technology, but also enjoys the nostalgia of the past that the Volkswagen incites.

Jeep Cherokee is featured in an outdoors adventure magazine marketed towards an audience who seek adventure and is interested in “off road adventure” that the jeep Cherokee offers. Unlike the magazine advertising the Jeep Cherokee, USA Today features Smart’s vehicle and has a broader audience with news coverage of an array of topics. Although USA Today has an unspecific audience the single advertisement is aimed to a specific customer’s lifestyle, with the print advertisement being targeted towards women who choose stylish features over practicality. Correspondingly both advertisements state that their products are of economic value however there is a large difference in value with Jeep Cherokee’s affordable with a “moderate price tag” for a upper class audience similarly Smart Electric is for a savvy audience of

When buying a car, one has to do a lot of research: price, value, safety rating, etc… to make sure you are getting the car that is right for you. With a Subaru Impreza, they would be getting a great car, that is reliable, cost effective, high class and a great safety rating. This product would be classified as a specialty good. The Subaru is a brand that an individual would have to go out and purchase at a particular retailer. The target market for this product would be those who are wanting a reliable car, individuals, families, really all demographic groups could be target audience.

Consumers are constantly surrounded by advertisements and these advertisements play a significant role in affecting people’s daily decision-making. Automobiles continue to be one of the fastest growing industries, especially in the United States; therefore, advertisements are crucial and are constantly changing to meet the requirements and needs of the consumers. In order to target the desired consumers and market effectively, the advertising techniques need to be different from traditional gasoline vehicles because the consumers must be able to compare the types of vehicles out in the market and find the type that best suits their demand. In this case, consumers are contemplating between traditional gasoline vehicles and electric vehicles (EV). There are three ways of advertising that carefully examine how each type of vehicle can satisfy the specific demands of their potential customers; therefore, automobile companies must compete endlessly to come up with advertisements that target consumers right at the heart focusing on manufactures’ ethics, consumers’ psychology, and trends.

They had to expand their market reach intelligently, and therefore moved from a low-end segment to higher-margin ones, while making the best use of marketing. As a result, by the early 1990s, most of the auto firms had offerings not only in the mid- range, but also at the very top of the luxury market.

Women and city dwellers are among the top target markets for the Smart car. Additionally, trendsetters, and the environmentally conscious and safety conscious are also targeted. Women and trendsetters are targeted mostly because of the style and background of

For the research to be comprehensive and impressive, I have chosen a company that has made a significant entry in the domestic consumer electronics market in India very recently. The consumer electronics sector has shown substantial growth over the last few years, which are attracting the giant players of this industry towards India. This industry has presented to be very flourishing in the last few years and provides employment to millions of people making it one of the biggest growing markets. Nowadays companies are considering the macroeconomic factors and government drive i.e. “Make in India”, and believing in India’s positioning of its manufacturing base in this industry.