Tata Nano Cross Culture Marketing

Tata Nano Cross Culture Marketing Essay example
Masters
Essay
Marketing
Pages 10 (2510 words)
Download 0
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…

Introduction

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. ...
Download paper
Not exactly what you need?

Related papers

Tata Motors
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…
Tata International Marketing Analysis
In developing countries like China, India, and Brazil the demand is a great demand for small cars, where the reason is that the majority of the population belongs to the mid-class and prefer small cars rather than highly expensive luxury cars (Enderwick, 2012). Similarly, the rise of oil imports in the developed countries like US has lead to higher demand for fuel efficient cars. This has somehow…
Case study of Tata Cross Culture analysis
Since being advertised in strongly positive terms as cheapest car of the world, it has been the idle gossip around the world (Stokes, Wilson, & Mador, 2010). Significant people of large organisations have been driving in by numbers only to take a look at the most outstanding work of creative engineering in the shape of “Tata Nano.” Nano is a new form of cars of this century which represents a…
onsumer behaviour and decision making
It is only a few decades back that consumer behavior emerged as a highly specialized area under marketing. “Consumer Behaviour is a branch which deals with the various stages a consumer goes through before purchasing products or services for his end use.” (Management Study Guide, 2012) There wasn’t the concept of consumer behavior when Ford started making their cars on assembly line. The…
Case study of Tata cross culture marketing analysis
In India, over 11 million vehicles are manufactured annually and exports reach about 1.5 million units each year. The big chunk of the automobile industry is two wheelers with a market share of over 75% (Imagin, 2011). In this respect, Ratan Tata decided to manufacture a car at a price of motorbike so people can get around with convenience and achieve major milestone in the Indian and global…
Tata Nano International market selection with the world's cheapest car
An average Indian family owns a motorbike or scooter on which it depends for the purposes of transport. Rising cases of accidents and high rates of fatalities resulting from these accidents provided hints at the high element of risk in this means of transport. Choice for ultra-low-cost car market Tata Nano’s revolution of the global car industry began with the desire to solve India’s…
INTERNATIONAL & CROSS-CULTURAL MARKETING
In the modern business environment companies are looking to global not only to gain competitive advantages but also to combat the ever fluctuating global economy. Although there is much debate about the similarities or differences between cross cultural and international marketing it needs to be said that cross cultural marketing is an integral part of the overall intern marketing process…