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    Strategic Success and Failure of Tata Nano

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    jagriti singh
    Tata Nano was intended to be a strategic success as India's "people's car", offering modest size and price with good fuel economy and visibility. However, it faced strategic failures as well. For the price of a Nano, some saw alternatives like a used full-sized car as preferable. The small size also meant it couldn't carry 6 people at times as Indian families may need. Pricing it between lower and middle classes left the target market unclear.

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    Strategic Success and Failure of Tata Nano

    Uploaded by

    jagriti singh
    344 views9 pages
    Tata Nano was intended to be a strategic success as India's "people's car", offering modest size and price with good fuel economy and visibility. However, it faced strategic failures as well. For the price of a Nano, some saw alternatives like a used full-sized car as preferable. The small size also meant it couldn't carry 6 people at times as Indian families may need. Pricing it between lower and middle classes left the target market unclear.

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    Tata Nano was intended to be a strategic success as India's "people's car", offering modest size and price with good fuel economy and visibility. However, it faced strategic failures as well. For the price of a Nano, some saw alternatives like a used full-sized car as preferable. The small size also meant it couldn't carry 6 people at times as Indian families may need. Pricing it between lower and middle classes left the target market unclear.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    344 views9 pages

    Strategic Success and Failure of Tata Nano

    Uploaded by

    jagriti singh
    Tata Nano was intended to be a strategic success as India's "people's car", offering modest size and price with good fuel economy and visibility. However, it faced strategic failures as well. For the price of a Nano, some saw alternatives like a used full-sized car as preferable. The small size also meant it couldn't carry 6 people at times as Indian families may need. Pricing it between lower and middle classes left the target market unclear.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    STRATEGIC SUCCESS AND

    FAILURE OF TATA NANO

    Group Member:-
    Submitted to :- Archana
    Vinay Sir Ritesh
    Palak
    ABOUT TATA MOTORS
    Tata Motors Ltd, is Indias Largest automobile
    company.
    Established in 1945 since 1954 over 4 million TATA
    vehicles play on Indian roads.
    Tata motors, the first company from Indias
    engineering sector to be listed in the New York Stock
    exchange.
    It is also emerged as an International auto mobile
    company in 2004.
    Revenues :- Rs. 35651.48 Cr. ( USD 8.8 Billion) in
    2007-08.
    WORLD WIDE nano
    1st step in International market- Tuesday
    3rd march 2009, marked the 12th years of
    tata motors participation in the Geneva
    motor show.
    The company presented the tata nano
    Europa, intentded for future launch in
    select international markets.
    MARKETING STRATEGY OF TATA
    nano
    TATA will opt for cost- effective and Innovative use of
    media.
    TATA motors will share promotion of tata brand with its multiple
    bank partners.
    TATA team is working of nano news in
    Papers
    Nano breaks on radio
    Online nano games
    nano chat room on the net nano pop-ups on major websites
    nano conversation on facebook ,orkut and blogspace
    Also available will be a hole range of nano merchandise like
    baseball caps, T- shirts and Key chain, among others.
    Strategic Success..
    Tata Nano is peoples car. This car is classy as per
    its modest price.
    The greatest preference of Tata Nano is its little
    size.
    Very reasonable fuel economy.
    Very good overall visibility which is a boon in
    Indian cities.
    The arguable cute look especially for the latest
    version.
    Its is also offers good air- conditioning for its price.
    Failures.
    Alternatives
    For the price of Nano, I could easily get a 3 years old
    FULL car. Why would you spend 150,000 INR for a
    toy.
    Size..
    In Indian families, car rides can involve as many as 6
    people on a few occasions.
    Asp rational..
    Tata made it look utilitarian, but as be know that
    Indian family want to asp rational for show-off their
    car.
    Pricing netherland..
    Nano is priced at a range where it is too
    expensive for the lower level class and too
    shabby for the upper middle class.
    Unclear targeting..
    A college kid would rather pay 80,000INR
    for a cool looking motorcycle than a
    150,000INR cheap car
    for older people, the low suspension is
    really uncomfortable
    for family people , there is not enough
    space to keep stuff.
    THANKYOU
    B

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