Tata nano case study

BY:-MOHIT KUMAR
ROLL NO:-19MBA29

INTRODUCTION OF TATA GROUP
 Tata Nano is a Multinational group based in
Mumbai, Maharashtra, India.
 Founded in 1868 by entrepreneur and
philanthropist jamestji nusserwanju Tata.
 Tata large companies includes Tata steel, Tata
motors, Tata consulting services, etc.

INTRODUCTION OF TATA NANO
 Tata Nano is a city car made by Tata motors. This
car is made and sold in India. Tata Nano is made a
budget friendly car and it was launched on a price
tag of the one lakh rupees (Rs.1,00,000). This car
was targeted to be bought instead of motor cycles
by the middle class people.

TATA NANO
 “Dream-dream and dream, because dream gives vision
Gives thoughts and finally thoughts leads to the action”.
Each letter of these motivation words said by India's
former president Dr. A.P.J. Abdul Kalam goes exactly
with Mr.Ratan Tata , chairman of Tata group, who in the
year 2003, dream of producing a safe, affordable car for
the common man.

FINALLY
 Finally after the wait of five years, crossing all financial
and technological barriers, Ratan Tata kept his
promise and unveiled ‘TATA NANO’ on 10th
january2017

LITTLE HIGHER THAN I PHONE 7
1. TATA NANO 2. I PHONE 7

WHAT MAKES ITS SOO CHEAP!
 The Tata Nano uses plastic and adhesives rather then
welding.
 Introducing the car with an artificially low price
through Govt.-subsidies and Tax-Breakes.
 Using vertical-integration
 Partially using inexpensive polymers or biodegradable
plastic instead of a full metal-box.
 It has no AC , no power steering, no power windows,
no power bells and whistles.

CRITICAL SITUATION FOR TATA NANO

WHERE WAS THE PROBLEM
 The problem has been raised by
those farmers who maintain
that their land has been taken
away from they by force against
their will.
 The unwilling farmers were
given political support by west
Bengal’s firebrand with an eye
to the upcoming Lok Sabah
(parliament) Election.

WHERE THE ALTERNATIVE AVAILABLE
 Several states that had offered to
help include Haryana,
Maharashtra, Orissa, Andhra
Pradesh.
 Even SRI LANKA had made up
suitable plans for Tata’s
relocation.
 Finally Gujarat is basking in the
glory of rescuing the plant and is
at present providing shelter to
the car which had been every
common man’s dream.

FROM BAD ‘M’ TO GOOD ‘M’

WHY SANAND???
 Condition did not improve at singur.
 Land available in plenty.
 The overall climate in Gujarat has been extremely favorable
to industry.
 The gernal populance of the state is in favors of
industrialization.
 The location was, just 200 km. from Rajkot, where the best
engineering can be found.

POLITICAL FACTOR
 There is no Mamta in Gujarat
 As far as development of Gujarat is
concerned all political leaders of Gujarat
seem to be united as on the name of
industrialization has ever seen in Gujarat.
 West Bengal’s the worst place for
industrialization activities .
 And Gujarat also known for their business
skill around the world.

MODI,TATA DRIVE NANO TO IT’S
NEW HOME

PRICE WAS STRENTH AND
POSITIONING WAS WEAKNESS

STRENTH AND WEAKNESS.
STRENTH WEAKNESS
 PRICE
 ONE LAKH
 WEAK
COMPONENTS

DON’T GENERATE POSITIVE
REGERNATE BUTTON

NANO FAIL TO CREAT
ASPIRATIONAL VALUE

USED CAR IS MORE PREFERABLE
THEN TATA NANO

FAIL TO MAINTAIN FINANCIAL
VALUE

TACKLE THE PROBLEM OF LOW COST
ENTRANCE
 Find your target audience?
 What is your value proposition?

LEARNING FROM CASE STUDY
 Focus on your customer need.
 How to sell by you to yourself in
market.
 Focus on 4. quadrants.

Tata nano case study

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Tata nano case study