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Strategic Success and Failure of Tata Nano

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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jagriti singh
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450 views9 pages

Strategic Success and Failure of Tata Nano

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.

Uploaded by

jagriti singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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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