Tata Nano

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PREFACE

This is a research proposal on a study on launch of new cheapest car in the world by TATA Company name “TATA NANO”. The objective of this research proposal is to find out an opportunity or a problem in the launch of the smallest /cheapest car targeting masses through secondary information / data.

Also to gain knowledge about how TATA brought this new product i.e., “NANO” up to the development stage and finally going to launch it on 23rd March, 2008 (already launched till now).

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).

Thus,
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Sample Size – 500.
Sample group location.
Data collection involves a field force and electronically.
Age Group – 20 – 25; 26 – 35; 36 – 45; 45+ (both males & females)
QUALITATIVE RESEARCH

Taken 100 respondents, collected on the basis of secondary data.
Respondents based on previous driving experience, driving license & knowledge about TATA NANO.
Based on different cultures, regions & age-group between 20 – 25 years.
This project of TATA NANO is based on based on basic research because it is not aimed at solving a particular pragmatic problem.
Also generally cannot be immediately implemented by marketing executive.
Verify the acceptability of a given theory, or to learn more about a certain concept.
My research is based on Descriptive Research.
Survey – most common method of descriptive research.
Research technique gathering information from a sample of people using questionnaires (which will be utilized later for primary data).
Different survey methods to contact respondents: telephone/mail; internet & in person.
ENVIRONMENTAL CONTEXT OF THE PROBLEM

Past Information & Forecast
Resources & Constraints
Objective
Buyer Behavior
Legal Environment
Economic Environment

MANAGEMENT DECISION AND MARKETING RESEARCH PROBLEM
MANAGEMENT DECISION PROBLEM

Will the conversion of “TATA NANO” to a taxi affect brand image and consequently sales?
Will initial demand may lead to stock out?
Whether the prices of “TATA NANO” will be

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