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Feasibility Report on Launching the “Tata Nano” in the United States.

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TITLE- Feasibility report on launching the “Tata Nano” in the United States.

INTRODUCTION

The purpose of this report is to investigate the feasibility of launching the TATA NANO car in the United States. The report will look at country specific factors such as political economy, consumer culture, industry regulations etc. that may impact the feasibility of the NANO car in the US and on-going business costs.

PRODUCT DESCRIPTION

[pic]

TATA NANO CAR-2009 (Tata Nano 2009)

TATA MOTORS, an Indian based automotive company unveiled the Tata NANO car model in 2008. The most unusual feature of the NANO is its extremely low price tag of approximately $2000 plus taxes and dealer charges. The higher end variants of the Nano are up-to 30% more expensive which come with luxury features such as air-conditioning etc.

Highlights – • The world’s cheapest car - $2000 ex-showroom • 624 CC engine, 2 cylinders & seats 4 passengers • Mileage of 23.6 km’s per litre • Currently manufactured in Gujarat, India • Compliant with BS3 emission standards (Tata Nano 2009)

UNITED STATES OF AMERICA

The U.S. is the third largest country in the world and divided in to 50 states. The population estimate is 307 million in 2009 with a median age of 36.7 years. The U.S. is also the biggest market of the world with a GDP of over $14 trillion (CIA 2009).

U.S. POLITICAL SYSTEM

The United States political system is based on strong individualism ideals.

• The U.S. is a federal republic and has a representative democratic government. Within the federal and state government, there are three branches of government: legislative, executive and judicial (CIA 2009).

• The U.S. was rated

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