Tata Motors, formed in 1945 is one of the biggest Indian automobile corporations. It is the first Indian company to be indexed in the ‘New York Stock Exchange’, in the year 2004. Like a true global player, Tata Motors has presence in the UK, Spain, Thailand and Korea. Tata Motors had conducted a series of acquisitions. In the year 2004, it had taken over Daewoo Commercial Vehicles which is one of the leading truck companies of South Korea. In 2005, it purchased 21% share of Hispano Carrocera, a bus maker corporation of Spain. In the year 2006, Tata Motors was involved in a joint business partnership with Marcopolo, a body making company of buses and coaches of Brazil. In the same year, Tata Motors had made mutual venture with a Thailand manufacturing company to produce and enter the market of pickup cars. In the year 2008, Tata Motors had purchased two British automobile brands namely Jaguar and Land Rover. Since 1961, Tata Motors has been increasing its international presence. Tata’s cars are exported in many countries of Asia Pacific, Middle East, South America, South East Asia and Europe. In previous 50 years since its inception, Tata Motors has shown tremendous growth. It has more than 4500 scientists and engineers, 25000 employees and in the year 2009–2010 its calculated earnings was approximately 20 billion USD (TATA Motors, 2011).
About Tata Nano In the year 2008, Tata Motors had uncovered the cheapest car of India, Tata Nano. Tata Nano has become the yardstick among all the smaller vehicles. It has been made with proper regulatory safety necessities of Indian market. It is also an environment friendly vehicle which produces less CO2 emission than two wheelers vehicles of India. The bend body design and less weight has made Tata Nano a fuel efficient vehicle which provides dual benefit of reasonable transportation solution and low environmental pollution (TATA Motors, 2011). Marketing Context Before introducing any product in the market there is a need to conduct marketing research plan. The 4Ps of marketing is a useful tool to develop clear idea about success of any product in the market. It helps to define the target market i.e. the segment for which the product will be produced. The proper pricing of the product to meet the needs of target market must be performed. Subsequently, the place where the product will be available must be decided and finally the product must be advertised with proper promotion to develop brand awareness among target audience. Marketing Issue to be Investigated This research will investigate the marketing strategy of Tata Nano and its success in the automobile market. Tata Nano was introduced publicly in the year 2008. Initially, it was produced in two versions which are deluxe and standard. The vehicle has