SYNOPSIS The case illustrates the opportunities‚ challenges and trade-offs involved in the design‚ prototyping and marketing of the Nano — the so-called people’s car — by Tata Motors Ltd. (TML)‚ a Tata Group company. The case takes place nine months after the company’s chairman‚ Ratan Tata‚ launched the Nano‚ on January 10‚ 2008‚ at the 9th Auto Expo in Pragati Maidan‚ an exhibition center in New Delhi‚ India. The case asks students to take the position of Ravi Kant‚
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TATA NANO (B) Problem Analysis Bottom –line Goal: In 2010 they sale 9‚000 vehicles per month before the drop off. To recover and increase sales to 150‚000 cars per year ( 60% of the capacity of the plant – 250‚000 cars). Intermediate goal: To recover the reputation of the car of a low cost‚ good quality‚ safe and resistance to performance in Indian roads. Impediment: Car price: The price increase because of the problems with the fires that required increase the security features as
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NANO MARKETING FAILURE The messaging could have been more proactive in the initial phase of the launch‚ experts said. As it could have been when the project had to beat a retreat from the Singur factory site in West Bengal or when some cars began catching fire. "A series of factors has impacted the Nano‚ right from the Singur issue to cars catching fire to clumsy marketing strategy‚" said Autocar India editor Hormazd Sorabjee. "There was a bit of overconfidence at the start and not much marketing
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of Tata Nano After having successfully launched the low cost Tata Ace truck in 2005‚ Tata Motors began development of an affordable car that would appeal to the many Indians who drive motorcycles.[4] The purchase price of this no frills auto was brought down by dispensing with most nonessential features‚ reducing the amount of steel used in its construction‚ and relying on low cost Indian labor. The introduction of the Nano received much media attention due to its low price. The Tata Nano is a
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SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT | A case study : Tata Nano – the small wonder | | | By: | Jani Dhruman Maheshkumar (9057)Modi Roshad (9086)Jith Joyson (9019)Muddu Uthappa (9087)Joshi Devansh M. (9079)Deepak Nair (9089)Mayoor Bhandari (9024) | How nano was built 1. Introduction “It started by my spending a lot of time doodling at boring board meetings. Most of us are victims of the environment in which we are and we lose sight of the fact that we have a greater responsibility
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TATA NANO "Dream-dream and dream‚ because dream gives vision‚ vision gives thoughts and finally thoughts lead to the action". Each letter of these motivational 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‚ dreamt of producing a safe‚ affordable Car for the common man. Finally after the wait of five years‚ crossing all financial and technological barriers‚ Ratan Tata kept his promise and unveiled Tata
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What sales goal would you recommend for the Tata Nano? When Tata Motors Ldt. decided to create the Tato Nano they wanted to make the most fuel-efficient‚ smallest and cheapest car in the world. They had the advantage of already having the trust of consumers’ in India and being known for its commitment to ethics‚ by promising to improve the quality of life of its consumers. However‚ they were not the market leaders for the passenger vehicles with a market share of 16‚45% against 46‚07% for their
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-problems faced by Tata to build world’s cheapest car: =battle sky rocketing costs =huge engineering hurdles =bad press (car caught fire). Some of the early nanos caught fire on the streets. Local and intl experts were brought in to investigate the problem but nothing was found wrong with the design of the car. In response the nano design team of the car decided to take further safety measures in order to make a more robust nano. Additional protection was provided on exhaust system. In electrical
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UNIVERSITY OF PETROLEUM & ENERGY STUDIES DEHRADUN [pic] Harnessing Energy through Knowledge Assignment Topic TATA NANO ECONOMICS & MANAGEMENT DECISIONS (MBCE 701) MBA LSCM 1st YEAR Submitted to : Submitted by: Ms. K. Deepa Anoop(4)‚Ashish(9)
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Tata Nano: The World’s First RS. 1 Lakh Car Ratan Tata had an idea‚ after a personal experience‚ to produce a car which is cheaper than 1 Lakh. They realized very fast that they can’t build a car by benchmarking against existing cars‚ so they took only the important systems which are also available in a two-wheel scooter. It was brought down by dispensing with most nonessential features‚ reducing the amount of steel used in its construction‚ and relying on low cost Indian labor. The car was an unmitigated
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