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CREATING A NEW BRAND FOR A NEW MARKET. TATANANO - ESTIMATING THE TUUE COST OF THE CHEAPEST CAR IN THE WORLD
Pages 3 (753 words)
Question # 1: The Tata Motors introduces the Tata Nano as the world’s cheapest vehicle in the largest market of India, which is middle class market. At the same time the car has been positioned as the lowest fuel consuming vehicle in the Indian market. Apart from this, it has many other good features that satisfy the needs and wants of the target market like: simplicity in design and efficiency.
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 the ideal developer of the cheapest and most fuel efficient car in the mass market of India as they have the advantage of 65 years of market experience and brand loyalty in vehicle sector. For this reason the company has made huge investment in this Tata Nano project. Other competitors do not have a brand loyalty as Tata in the target market and for this reason have been reluctant to make huge investment in any new project. Tata takes the first mover advantage because of which Tata is market leader today in the cheapest vehicle customer segment. Question # 2: Most of the international countries including EU are concerned about the environment effect which will be generated by the launch of Tata Nano. ...
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