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Case study of Tata cross culture marketing analysis - Essay Example

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Masters
Author : virginia57
Essay
Marketing
Pages 10 (2510 words)

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Case Study of Tata Cross Culture Marketing Analysis Case Study of Tata Cross Culture Marketing Analysis Introduction Tata Nano is popular for the world’s cheapest car that is built by Tata Motors India achieving great efficiency in terms of price, seating space and fuel…

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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 automobile industry. Several engineering changes were made in order to keep the cost of car model below $ 2500. At the beginning, the manufacturing process was carried out in Sigur and then moved to Sanand Gujarat because of the suppliers’ proximity. This low cost car that is Nano was launched in March, 2009 at Parsi Gymkhana Mumbai (Tata Motors, 2010). The outlook and interior of Tata Nano is quite impressive, it is tall and narrow, respectively convenient for drivers and back sitters. It has four big windows that allow fresh air and light. Its body is designed with much inner room and space (Chhangani, 2009). Tata Nano is simple and functional; it has good inner volume to adjust passengers on the long routes. There are rumors in the market that Nano is made up of the plastic body, and its motor is powered by hamster in the wheel, all such rumors are just rumors, in-fact Tata Nano is simple car but with tough body design and structure. ...
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