The focus of the case study is on the Tata Ultra-Low Cost Car. The Tata Nano is a small car targeting the lower echelons in the society. The product has several distinct features such as size, engine size, design and speed. The car borrows from the principles used in the production of the Volkswagen Beetle and the British Mini popular with the Mr. Bean films. In all cases, the cars were produced to meet a certain market segment and increase the ease of acquisitions. The performance and efficiency of the cars may not be compared to other luxurious cars, but the main goal of the cars is to reduce cost of purchase, as well as maintenance (Hollensen, 2007, p. 287). The car has registered mixed fortunes in the market since it was officially launched into the market. The marketing of the product may be the weak link, but there are still other improvements to be implemented in the product to succeed. Additionally, the product will face stiff competition from Bajaj motors who also intend to produce fuel efficient cars that fit in the same category as the Tata Nano. Market Segmentation for Tata Nano Market segmentation is the process of dividing the market using a certain way in order to target a certain set of buyers or consumers. ...Show more
CASE STUDY: TATA NANO By (Your Name) Presented to (Instructor/Tutor) (Course/Subject) (Institution/University) (City, State) (Date) Introduction Tata Motors is a branch of the Tata Group of companies which targets several markets globally. Tata is an Indian automobile company which has bought several other European brands over the last decade…
This research is being carried out to evaluate and present China, a country with vast population and geographical area is also the country which tops the list of countries where companies want to expand their business. The paper presents a PESTEL analysis of the country which can make things simpler for the companies who plan to setup business in China.
The reason is that states and different regional alliances are systematically organizing their economics in which technology and innovation played a decisive role in the recent times. Today, China and India are on the top of world economics as both countries are advancing significantly in technology and engineering automation sections (Enderwick, 2012).
Ratan Tata as he decided to make a car to target the low cost families and finally has become existent. Although being a lengthy procedure and time consuming option but due to strong will and decisive efforts of Mr. Ratan Tata, it was finally designed with an attractive shape.
Tata Motors focused on top 15% to 20% of the Indian population that commute by two wheelers. This case study reports a successful milestone of Tata Nano, one of the cheapest cars in the world manufactured under the vision of Ratan Tata (The founder of Tata Motors).
According to the report the story of Tata group started back in the year 1868 with the establishment of a Textile Mill at Nagpur by Jamsetji Tata. Starting from there, the company has emerged as one of the leading business group in India with more than 90 business operations in seven different business sectors.
As the company under study ‘Tata Motors’ is a subsidiary of Tata Sons, this site seems to be quite relevant to the entire topic. Tata Motors. 2011. Company Profile. [Online]. Available at: http://www.tatamotors.com/know-us/company-profile.php [Accessed on March 05, 2011]- The same is true about this link.
The paper states that the objective of creating new market segments underpinned Tata Nano’s entry into the ultra-low-cost car market. The realization of the unexplored opportunities and the desire to invent solutions to the challenges afflicting the low-income and middle-income earners contributed to the strategic move of exploring the low-cost market in India and the global market.
Tata Motors company was inspired by the need to create safety cheap private mobility for the Indian population. The researcher analyzes and presents characteristics of this small "NANO" car, it's benefits and low pricing, that was one of the most important purposes for the Tata Motors company while designing the car.
Hofstede (1991) defines cross-cultural marketing as strategic practice of marketing between consumers who have a different culture that differ with that of the marketer, at least by one of major cultural issues, for example religion, language, education, living style and social values and norms.