Tata Nano International market selection with the world's cheapest car

Tata Nano International market selection with the world
Masters
Essay
Marketing
Pages 10 (2510 words)
Download 0
TATA NANO INTERNATIONAL MARKET By Name Course Tutor’s Name Institution Date Introduction 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 (Chacko, Noronha and Agrawal, 2010, p…

Introduction

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 inequalities as witnessed through the challenges that afflicted the middle-income and low-income commuters. In essence, the challenge lay in the fact that the Indian society features high levels of inequality with a significant percentage of the population struggling with poverty (Freiderg, Freiberg and Dunston, 2011). This category of families generally rely on the risky means of transport generally deemed as more affordable and aligned to the specific needs of the middle-income categories. Established carmakers showed little interest in this segment of the market. ...
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…
Case Analysis of Tata Motors
It was a very conscious effort considering the situation of global car market and the company’s competitive advantages. Nano has been marketed as the “World’s Cheapest Car” and the company has adopted a very unique development and business model for this special child of it. One of the most important advantages that the company enjoys is that it has more than enough knowledge about its…
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…
Tata Nano Cross Culture Marketing
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…
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…
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…
CREATING A NEW BRAND FOR A NEW MARKET. TATANANO - ESTIMATING THE TUUE COST OF THE CHEAPEST CAR IN THE WORLD
Apart from all these features and benefits offered by the car, it is being promoted as a part of one of the biggest brands of India, Tata. Tata has already high share and in the vehicles industry of India for around 70 years. The company has developed strong brand equity by supplying low cost and quality products with innovations to compete with the international market. Tata is considered to be…