Tata Nano Case Study

1510 words - 6 pages

CASE STUDY ON TATA NANOBy Shannen Margarette Bongat & Rhea Lina JeminesIV BSBA - MARKETING MANAGEMENTSubmitted to: Miss Kate VillanuevaINTRODUCTIONRatan Tata, chairman of Tata Motors Ltd., hoped to raise the status of Middle class families in India by offering the Tata Nano. Expectations were increasing amongst the customers regarding the product features and its efficiency. Competitors were eagerly waiting for its arrival to find out what they were going to be up against. It had strong and convincing features and was actually a good product. Unfortunately there were too many strategic marketing problems that kept it from being as big as they thought it was going to be.Too Many Crises - Since its launch with great fanfare in 2009, the Nano has swerved from one crisis to another. There was opposition to Tata's original plans to site the factory in West Bengal, as discussed later, forcing a last-minute scramble to switch the site to Sanand. It opened last summer, but not enough cars came off the production line to meet a huge surge of early orders. The orders then petered out. To make matters worse, a few cars burst into flames, raising fears about the Nano's safety. Sales, which had been predicted to be 20,000 a month, fell as low as 509 in November last year. Sales recovered to 10,000 a month in the spring, but fell back again to 3,260 in July,2010 amid a slump in the Indian car market caused by rising interest rates and fuel prices.PROBLEM IDENTIFICATIONTata Nano tried to position itself in the two-wheeler market. Tata Motors thought they should go after the young college kids or anyone who currently owns a motorbike. They believed that if they created a car that could match the qualities that make the motorbikes so attractive: the fuel efficiency, low purchase and maintenance costs, and small size. What they didn't realize was that they priced themselves out of the market. While the Nano was set at the lowest price for an automobile it was still expensive compared to the motorbikes. They were never effective in their efforts to target or market to any group and never seemed clear on who they were really going after. They had so many options to choose from when trying to position itself in the market. But in the end they went half way and never fully committed to a single group. They tried to go after the two-wheeler market but priced themselves out of that market, while they marketed themselves as "the world's cheapest car." Which brings up the next problem it was marketed as a cheap car. It's hard to understand the reason they marketed the Nano this way.The Nano's marketing problems began with its product positioning. The price crept up by around 15%, putting it out of the reach of first-time buyers with no regular employment or payslips to back an application for credit. And by emphasising its cheapness rather than its basic but appealing qualities, it deterred slightly better-off consumers who could afford one but aspired to more...

Find Another Essay On Tata Nano Case Study

Scanning Probe Microscopy and Nano Mechanical Testing

1606 words - 6 pages ways to screen for adhesion and resistance to deformation of ultrathin coatings. These studies provide insight into failure mechanisms of the materials and thin coatings. SPM in nano mechanical testing provides insight into the surface characterization and provided glimpse of failure mechanisms study. (Bhushan, 2001). The manner of using interactions between the probe and the surface to obtain an image is generally called a mode. There are number

Blood Diamond Essay

852 words - 4 pages an illegal practise. The danger may come not only from your own ethics but from the ethics of people around you and the organization of which you are part. But you never the situation or the condition which might have forced people to take such an action. I want to elaborate on this situation by depicting a real life case, that occurred in 2008, the Tata Nano Singur controversy. It has two aspects linked to it. First is the ethical practice or

The Role of the Scanning Probe Microscopy in Nano-mechanical Testing

2122 words - 9 pages ways to screen for adhesion and resistance to deformation of ultrathin coatings. These studies provide insight into failure mechanisms of the materials and thin coatings. SPM in nano mechanical testing provides insight into the surface characterization and provided glimpse of failure mechanisms study. (Bhushan, 2001). The manner of using interactions between the probe and the surface to obtain an image is generally called a mode. There are number

Spain and India's Political and Legal System

2339 words - 9 pages Minister. In this case, the prime minister acts as head of the government, and elected by the party in power of the lower house and the council of ministers that work under him. The president is elected as the head of state; his powers are mostly ceremonial but in times of emergency his powers are put to practice. Finally, there is the judiciary branch, which is guided by the Supreme Court, which determines legislative bills and is the jurisdiction

Impact of Silver Nanoparticle Embedment on the Frequency Dispersion and Dielectric Relaxation in Dodecylbenzenesulfonic Acid Doped Polyaniline

696 words - 3 pages . In this case the most conducting element are metals and conductivity is therefore very high, as manifested from the earlier reports[17]. Below the percolation threshold, the dispersed nano-particles within the conducting polymer matrices play the role of conducting filler and the conductivity is controlled mostly by the conducting polymer itself i.e. show semiconducting nature [19, 21]. As, only a few efforts[10, 22-24] were made to study the

Experimental investigation on Zirconium oxide with engine Oil 20W40

2172 words - 9 pages copper based engine and transmission oil additives in different volume ratios (1:10, 2:10 and 3:10) on friction and wear performance of cast iron and case carburized gear steel. In their findings coefficient of friction increases with increase in volume ratio of engine oil additives and decreases with increasing in volume ratio of transmission oil additives. Cast iron substrate shows higher wear damage than case carburized gear steel. Nano copper

Nano-microbicides are the Solution to the HIV Pandemic

2851 words - 11 pages used to reduce the infectivity of microbes, such as viruses and bacteria and in this case they are compounds that can be applied intra-vaginally or intra-rectal to protect against HIV (DU TOIT et. al., 2009). Nano-microbicides are microbicides composed of atoms and molecules with the use of nanotechnology, where nanotechnology can be defined as the study of manipulating matter on an atomic and molecular scale. Nanotechnology is very diverse (DU

Promotional and Advertising Strategies

2468 words - 10 pages two companies and their promotion and advertisement strategies will be compared. One company is a very reputed one and the other one is an emerging one which is getting a good reputation gradually. Both of these companies are automobile companies. The reputed company is Toyota and the other company is Tata. (Tatamotors.com, 2014) Promotional Strategies Well, it can easily be understood that the promotion strategies of Toyota and Tata won’t be

Field Visit- Tata memorial Hospital

4170 words - 17 pages Contents Topics Page No. Acknowledgements 2 Executive Summary 3 Introduction Background Topic of study and Rationale Objectives 4-5 Secondary Research About Tata Memorial Hospital About Organizational Behavior - II in context with Tata Memorial Hospital 6-7 Methodology and Findings Steps followed in the study Primary data collected- what and how? Analysis of the Organization and Findings 8-12 Outcome of the Study Linking

Study on Tata Memorial Hospital culture

4170 words - 17 pages Contents Topics Page No. Acknowledgements 2 Executive Summary 3 Introduction Background Topic of study and Rationale Objectives 4-5 Secondary Research About Tata Memorial Hospital About Organizational Behavior - II in context with Tata Memorial Hospital 6-7 Methodology and Findings Steps followed in the study Primary data collected- what and how? Analysis of the Organization and Findings 8-12 Outcome of the Study Linking

Nanocrystalline Materials

941 words - 4 pages Introduction To explain nanocrystalline materials, it should have been explained that “nano” concept at first. Nanostructures are relatively new and interesting subject to investigate, they are in a scale which is between 0-100 nanometers (1 nanometer, nm is equal to 10-9 meter). There are some types of nanostructured materials such as lamellar (1-dimensional), filamentary (2-dimensional) and crystallites (3-dimensional). If grains of the

Similar Essays

22345 Essay

845 words - 3 pages study tries to analyse the imperatives of the company's 'inclusive business model'.Pedagogical Objectives:The case study facilitates the students to understand and analyse:Inclusive business models and the business imperativesThe social impact of the business modelThe working of Coca-Cola's MDCsThe social and business impact of MDCs.3.The Tata nano a successful csr strategyIn January 2008, India's largest automobile company, Tata Motors showcased

Tata Motors Essay

1689 words - 7 pages manufacturer in India, and 4th in manufacturing trucks by volume in the world. Tata also has a very high employee satisfaction of 65%. I see Tata as having many weaknesses that really need to be evaluated to make this company last as long as other motor vehicle makers have. First factor would be that Tata is very limited in there debt and financing agreements. Another weakness is the Nano. With sub par sells, lack of any bells and whistles, and

Global Strategies Essay

4636 words - 19 pages make Tata Motors profitable during the hard times such as signing with Ford Motors, Inc. to sell Jaguar Land Rovers. This has increased sales a lot (Tata Motors, 2009). Tata Motors will do whatever it takes to be the company mentioned above and meet the goals set forth. This means by continuing to lower prices and introducing new cars do so they will.Contingency PlanTo every plan A, there is always a plan B and with the case of Tata Motors, they

Tata Motors And The Fiat Auto: Joining Forces

1491 words - 6 pages Introduction The motor industry is one of the most competitive arenas in the business world. Fiat and Tata have been on the forefront in providing diverse car model in the Indian market. This case study considers the dynamics involved in the merger between Fiat and Tata Motors. Business Opportunity in India India is a diverse community having rich and poor individuals living in a dynamic community setting. Indian population has been on the rise