Tata Nano

TATA NANO "Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action". Each letter of these motivational words said by India 's former President Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man. Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata

Introduction Tata Engineering and Locomotive Co. Ltd was established in 1945. In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with Daimler Benz to produce commercial vehicles. By the 1990s, the company had entered the passenger vehicle market. In 2004 Tata Motors acquired Daewoo commercial Vehicle Co. Ltd., Korea’s second- Largest truck manufacturer, and became the first Indian company to be listed on New York Stock Exchange. The next year, it acquired a

management identified urban areas and metro cities as their potential customers. Demographic Segmentation – Demographic segment is further divided into different types. 1. Income – Nano promoted this car as “common man’s car”. They wanted this car to be affordable to everyone. Thus it was initially priced at 1 lakh. So, Nano invariably attracted low end and middle income people. It also attracted people who already have one or two cars. 2. Age – College going students, first time employers were their

SYNOPSIS The  case illustrates the  opportunities, challenges  and trade-offs involved  in the  design, prototyping and marketing  of the  Nano —  the  so-called people’s  car  —  by Tata  Motors  Ltd.  (TML), a  Tata  Group company. The case takes place nine months after the company’s chairman, Ratan Tata, launched the Nano, on January 10, 2008, at  the 9th Auto  Expo in Pragati Maidan,  an exhibition center in  New Delhi, India. The case  asks  students to  take  the position  of  Ravi Kant, 

of Tata Nano After having successfully launched the low cost Tata Ace truck in 2005, Tata Motors began development of an affordable car that would appeal to the many Indians who drive motorcycles.[4] The purchase price of this no frills auto was brought down by dispensing with most nonessential features, reducing the amount of steel used in its construction, and relying on low cost Indian labor. The introduction of the Nano received much media attention due to its low price. The Tata Nano is a

Tata Nano: Segmentation, Targeting and Positioning Stage 3 and 4 Note Towards partial fulfillment of the requirements of the course Business Research Methods By Group – II, Section – B To Prof. Arvind Sahay Date of Submission – 16th March 2009 Group Members: Shikha Singh Shuvabrata Nandi Mohit Kumar Lohia Raheel Shah Ferzand F K Amar Peluri Introduction: Indian automobile industry and the small car segment in particular was witness to history being created

The following project lays down the marketing strategy of a small size car, Tata Nano. It begins with introducing the car, the beginning of it’s manufacturing. And then it goes on to describe why Ratan Tata’s dream project couldn’t realize the huge expectations that were laid upon it. It further mentions market analysis of India’s Automotive industry, segmentation of the huge market and the appropriate target segment selected for the product. It then entails how the product is to be positions

------------------------------------------------- Positioning the Tata Nano (A) and (B) This case deals with the positioning of the Tata Nano - for its launch and after its launch - , a new version of ultra-low-cost cars produced by Tata Motors Ltd. for the India’s market. The Tata Nano aimed to revolutionize the India’s market. First, the goal of the Tata Nano was to be the smallest in order to be maneuverable, as the streets in India were extremely small and unsafe. At the same time, the Tata Nano had to be the most affordable

TATA NANO SINGUR CASE TATA NANO SINGUR CASE INTRODUCTION: Tata Motors announced in 2006, that the Nano would be manufactured in Singur, West Bengal, helped in part by a forced acquisition and reuse of farmland by the West Bengal state government to entice Tata to build there. In May 2006, the West Bengal Government decided to acquire 997 acres (initially 1013 acres were asked for) for the Tata Motors small car factory in Singur of Hooghly district.Almost 6,000 families, including many agricultural

Hypothesis: Tata Nano wanted to bring in a cheap car into the market which would be affordable for the middle income level consumers, due to which it started cutting cost of manufacturing the car. There were several assumptions made: H1: The designers of the car assumed that the car was compact and easy to handle, and that was the reason handbrakes were not provided, this was even done to further cut down the cost. H2: Pricing-Nano is priced at a range where it is too expensive for the lower middle