...net/publication/228143324 The Tata Nano: The People's Car ARTICLE · JUNE 2009 CITATION READS 1 709 3 AUTHORS, INCLUDING: Paul Farris University of Virginia 115 PUBLICATIONS 1,044 CITATIONS SEE PROFILE Available from: Paul Farris Retrieved on: 08 January 2016 UVA-M-0768 Rev. Feb. 2 2011 24, THE TATA NANO THE PE T O: EOPLE’S CAR It was one of the longest t f t-awaited an most talke nd ed-about aut tomobile deb in India On buts a. January 10, 2008, Ta Motors unveiled its (U.S. dollar USD2,50 car1 (also called “Rs1 lakh ata u rs) 00 car” or “t people’s car”) at the ninth Auto Expo in New Delhi. The Tata Nano brought a m the s w o media blitz and a crush of onlookers th required top-level sec o hat t curity. Woul the car liv up to its h ld ve hype? ignal a new era for the sm car mar e mall rket in India How could Tata ensur the a? re And did its launch si w ofitable? product would be pro Widely touted as the chea W d apest car in the world, th Nano was scheduled to be availab in t he s ble September 2008. In addition to paying (Indian rupees) IN lakh— a p INR1 —equivalent t INR100,0 to 000— buyers would also have to pay 12.5% valu w h ue-added tax along wit charges s x th such as road and d transport tation taxes. The two-cy ylinder gaso oline-powere version w ed would debut first; the d t diesel versions would soon follow. The Nano wa one of th world’s most fuel-eff ...
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...THE TATA NANO: THE PEOPLE’S CAR (ABRIDGED) Source: © User:High Contrast/Wikimedia Commons/CC-BY-SA-3.0. It was one of the longest-awaited and most-talked-about car debuts in India. On January 10, 2008, Tata Motors unveiled the Nano, a USD2,5001 automobile referred to as “the people’s car.” Would it live up to the hype? And did its launch signal a new era for the small car market in India? How could Tata ensure the product would be profitable? Measuring 3.1 m by 1.5 m, the Nano displaced Maruti Udyog’s Maruti 800 as the world’s smallest car, yet its seating room was 21% greater than the 800’s—providing ample room for four adults. The Nano was also one of the world’s most fuel-efficient cars, getting 52 mpg in the city and 61 mpg on the highway. Touted as the cheapest car in the world, the Nano was scheduled to be available in September 2008. 1 USD = U.S. dollar; INR = Indian rupee. Tata and India’s Automobile Industry Tata Engineering and Locomotive Co. Ltd. was established in 1945. In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with Daimler Benz to produce commercial vehicles. By the 1990s, the company had entered the passenger vehicle market. In 2004, Tata Motors acquired the Daewoo Commercial Vehicle Co. Ltd., Korea’s second-largest truck manufacturer, and became the first Indian company to be listed on the New York Stock Exchange. The next year, it acquired a 21% stake in a Spanish bus manufacturer, and in May 2008,...
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...POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO Natasha Saqib Assistant Professor Department of Management Studies, University of Kashmir, South Campus Email –natalie81985@gmail.com Correspondence Address Natasha Saqib C/O Jamsheed Saqib United India Insurance Co. Ltd Divisional Office Regal Chowk Srinagar, Jammu & Kasmir Pincode No 190001 POSITIONING IS INEVITABLE –A CASE STUDY OF TATA NANO Abstract The forces of globalization and technological advancement have rendered the market place highly competitive and complex. The customer's needs, wants and expectations are changing at an exponential rate posing great challenges to the companies. For surviving and thriving in this scenario companies need to develop effective brand positioning strategies .Positioning helps customers know the real differences among competing products so that they can choose the one that is most valuable and useful to them.This is a case study of Tata Nano, one of the most ambitious projects of Tata Motor’s, which was started in 2008. It was envisioned by the Tata Group former chairman Ratan Tata himself. The case focuses on how the initial strategies for launching and positioning Tata Nano as a “People’s Car” backfired and how management recognized its shortcomings and mistakes that led to the wrong positioning of Tata Nano as “Worlds Cheapest Car” among the segment it was created for. And how finally after four years of it commercial launch, understanding the inevitability...
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...UVA-M-0768 Rev. Feb. 2 2011 24, THE TATA NANO THE PE T O: EOPLE’S CAR It was one of the longest t f t-awaited an most talke nd ed-about aut tomobile deb in India On buts a. January 10, 2008, Ta Motors unveiled its (U.S. dollar USD2,50 car1 (also called “Rs1 lakh ata u rs) 00 car” or “t people’s car”) at the ninth Auto Expo in New Delhi. The Tata Nano brought a m the s w o media blitz and a crush of onlookers th required top-level sec o hat t curity. Woul the car liv up to its h ld ve hype? ignal a new era for the sm car mar e mall rket in India How could Tata ensur the a? re And did its launch si w ofitable? product would be pro Widely touted as the chea W d apest car in the world, th Nano was scheduled to be availab in t he s ble September 2008. In addition to paying (Indian rupees) IN lakh— a p INR1 —equivalent t INR100,0 to 000— buyers would also have to pay 12.5% valu w h ue-added tax along wit charges s x th such as road and d transport tation taxes. The two-cy ylinder gaso oline-powere version w ed would debut first; the d t diesel versions would soon follow. The Nano wa one of th world’s most fuel-eff T as he m fficient cars, getting 52 miles per g gallon (mpg) in the city and 61 mpg on the highwa (22 km pe liter and 2 km per lit respectiv d n ay er 26 ter, vely). Measurin 3.1 meters by 1.5 meters, it dis ng m splaced Mar Udyog’s Maruti 80 as the wo ruti s 00 orld’s smallest...
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...1. BMW differentiates with Mini BMW Group is a leading global provider of premium products and services for individual mobility. Revenues are generated through three business divisions: automobiles, financial services and motorcycles. BMW focuses on the premium segments of the global passenger car and motorcycle market. The automobiles division develops, manufactures, assembles and sells passenger cars and off-road vehicles under the brands BMW, Mini and Rolls-Royce. BMW acquired the Mini brand in 2001. Since this acquisition sales grew from 25,000 units in 2001 to over 232,000 units in 2008. The Mini, which is sold in more than 70 countries, is even a hit in countries that have strong local auto industries. The top five markets are Britain, with around 45,000 cars sold in 2008; the United States with 41,000; Germany 29,000; Italy 22 000; and Japan 13, 000. BMW has consistently positioned its Mini line as more than just a car. Instead it is marketed as a lifestyle brand, with a range of driver accessories and other miscellaneous branded items such as key fobs and clothing lines giving the brand more meaning to customers than being simply a car. In addition, in Mini has its own online social network, or "urban initiative", called Mini Space. A host of other marketing initiatives, both on and offline, are all designed to play on the car's perky appeal. Mini buyers have a broad and in-depth choice for their car's specification, with 372 interior configurations, including...
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...THE INDIAN AUTOMOBILE SECTOR- HPL PROJECT Introduction The term automotive was created from Greek autos (self), and Latin motivus (of motion) to represent any form of self-powered vehicle. The Indian automotive industry has emerged as a 'sunrise sector' in the Indian economy. India is emerging as one of the world's fastest growing passenger car markets and second largest two wheeler manufacturer. It is also home for the largest motor cycle manufacturer and fifth largest commercial vehicle manufacturer. The automotive industry in India is one of the largest in the world and one of the fastest growing globally. India's passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011.[1] According to recent reports, India overtook Brazil and became the sixth largest passenger vehicle producer in the world (beating such old and new auto makers as Belgium, United Kingdom, Italy, Canada, Mexico, Russia, Spain, France, Brazil), growing 16 to 18 per cent to sell around three million units in the course of 2011-12.[2] In 2009, India emerged as Asia's fourth largest exporter of passenger cars, behind Japan, South Korea, and Thailand.[3] In 2010, India beat Thailand to become Asia's third largest exporter of passenger cars. As of 2010, India is home to 40 million passenger vehicles. More than 3.7 million automotive vehicles were produced in India in 2010 (an increase of 33.9%), making the...
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...Positioning the Tata Nano Master in Management 2013/2014 Introduction Is important to consider India as a really special market. The cultural background deeply influences all the interactions between the population and with brands. The castes are a very important structure, and although this is changing, it still harder for people for desire big achievements if they are not in the right caste. Also the Tata Group deserves an introduction, being a group founded in 1868 with a trading company by Jamesetji Tata. The Tata Group is responsible for major improvements in India and follows a Code of Conduct that reflects the trust they want to inspire and also their commitment...
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...Apples Eat Themselves Marquis Garrett LAW 421 November 1, 2012 Geoffrey L. Fogus Apples Eat Themselves Article Synopsis A review of the legal battles between Apple, a computer company and Apple, a record company, are discussed in this article. Both share a similar logo (an apple) and since 1981, the companies have gone to court to claim the Apple logo should only be unique to one company. In 1991 the Court agreed for each company to continue to use the Apple logo but now, the record company has accused the computer company of not conforming to the terms of the agreement. LEGAL ISSUE The legal issue Apple Corps raised is that Apple Computer is involved in the music business and that in the 1991 agreement Apple Computer agreed to stay away from the sound recording industry, committing trademark infringement. In 2001 Apple computer released the iPod as a hardware device that can be used to download and play software like music from iTunes. iTunes was released in 2003. Apple Corps claims that Apple Computer is involved in the sound recording industry by the use of the iPod and the music downloads from iTunes that is in violation of the 1991 agreement in which Apple Computer would not have any business dealings that had to do with the sound recording industry. The High Court ruled that Apple Computer “hadn't breached the terms of the agreement” (BBC News, 2006) and could continue to operate their computer business as...
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...teenager I experienced 3D and then we had THX and high definition. Now there is the 4D experience with D-Box seats. So movie production has stepped up their game and really increased the quality of movies. Outside of the theater I can say we have seen the greatest improvement. Movies can be streamed to phones, PCs, tablets, and even television sets from a variety of medias. Some of these medias are Hulu, Netflix, Blockbuster, Direct TV, Comcast, Apple TV, Roku, WD TV Live Plus and Sony SMP-N100. Due to the demand to see movies when and where you want it the size and quality has change of the files. For example in the past to download a movie you needed at least 4GBs of space or on a DVDR; now I can watch a movies on my 8GB iPod Nano and this have over 3000 songs and apps on it. Additionally, it doesn’t take as long to stream/buffer the movies. I also think movies has gotten shorter compared to movies in the past. “From 1930 to 1960, most films averaged 2 to 4 minutes per scene, and many scenes ran 4 minutes or more… In films made after 1961 most scenes run between 1.5 and 3 minutes. The practice reflects the contemporary screenwriter’s rule of thumb that a scene should consume no more than two or three pages (with a page counting as a minute of screen time). The average two-hour script, many manuals suggest, should contain forty to sixty scenes. In more recent years, the tempo has become even faster. All the Pretty Horses (2000) average 76 seconds per scene, while...
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...providing equally good products or services) lesser are the profit margin. The price of the product/services is the single most defining factor that influences the customer's buy decision. Hence to maintain low cost, companies consistently has to make manufacturing improvements to keep the business competitive. This requires additional capital expenditure which tends to eat up company's earning. On the other hand if no one else can provide products/ services the way you do you have a monopoly. Lets try to explore these points in more detail. Look at the current senario, the small car market in India is very competitive with players like Maruti Suzuki, Tata Motors, Huyndai etc. which was preety much dominated by Maruti. But with launch of Nano the 1 lakh car the whole momentum of the market has shifted. Now to be competitive in market other companies have to either slash rates of their existing model or have to go back to the drawing board and build again. Now look it from Tata Motor's perspective what price they had to pay to gain such advantage. Building new production plant, raw material & equiptments, labor etc. which accounts to huge capital...
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...IITs be deemed as centers of excellence for automobile research and access to latest technology. WEAKNESS The biggest and probably the only weakness of Indian automobile Industry is its slow growth in Research and Development most companies (barring TATA and M&M) do not have adequate spending on R&D in comparison to their turnover. Maruti for instance is completely dependent upon Suzuki for any new technology all of the successful cars sold by it were developed by Suzuki; Swift, A-Star (which replaced alto in other markets as New Alto), SX4, Ritz etc. This weakness will soon become history as Indian companies are catching fast in R&D and are showing strong signs of success e.g.: M&M Scorpio Hybrid, TATA Nano. Besides R&D the other weakness is political hostility (TATA Nano Singur plant) but is only a regional problem of less developed states or pro-communist states, states like Gujarat, Maharashtra are proving to be a haven for Industries.12 Page 26 - http://www.planningcommission.nic.in/aboutus/committee/wrkgrp11/wg11_automaive.pdfPage | 31 • 33. OPPOURTINITES 1. India has a large pool of cheap talent which can be utilized in decreasing the R&D expenses. 2. India has potential to become manufacturing and export hub with it cheap labor availability. 3. India has very low car...
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...Life Cycle Management Analysis Samantha Puckett Axia College of University of Phoenix Solid marketing strategies are the essential key for many successful businesses. Organizations must organize a marketing department that is responsible for developing the best marketing plan that will advertise their new products in order to inform consumers of their product in the initial introductory phase of selling the product. After consumers are aware of the product, positive word-of-mouth marketing can make boost the product sales. Apple, Inc. designed and marketed today’s most popular portable media player known as an iPod. These MP3 players are devices that allow consumers to shop on a jukebox type website created for iPod users known as iTunes that enables consumers to purchase, download, listen, and watch as they play music, games, videos, and store pictures on their devices. In today’s society, when mentioning MP3 players during a conversation, the first thing that would come to most people’s mind would be an iPod. The introduction stage of promoting the iPod; however, was evidently proven to be unsuccessful. Apple Computer, which is currently known as Apple, Inc., initially set out to revolutionize digital music with the iPod. The company focused on developing a device that was fashionable for all ages as well as men, women, boys, and girls. They did not consider the price of the product, but rather they focused on the quality with better options to their devices as opposed...
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...Developing the World’s Cheapest Car Person, Keith E. 4823 Mays Ave. Moraine, OH 45439 keperson21@aol.com 937.479.3179 TM 583 Strategic Management of Technological Innovation Trent Turner June 2011 Company Profile Tata Motors Limited is India’s largest automobile company. In the years of 2008-09, the company produced over USD 14 billion in consolidated revenues. Tata is now the leader in leader in commercial vehicles in each segment. The company also boasts of producing the top three passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. Tata is the fourth largest truck manufacturer and second largest bus manufacturer in the world. Established in 1945, the company now employs 24,000 people, all led by one vision. A strategic alliance with Fiat in 2005 has allowed Tata Motors to set up an industrial joint venture with Fiat Group Automobiles to produce both Fiat and Tata cars and Fiat Power trains. A recent plant has been established at Sanand. The company also distributes and markets Fiat brand cars in India. Now seen as an international automobile company, Tata Motors was the first company from India’s engineering sector to be listed in the New York Stock Exchange in September of 2004. The company has expanded its operations to parts of the United Kingdom, South Korea, Thailand and Spain. The operations include Jaguar and Land Rover, two of Britain’s iconic brands that were acquired in 208. In 2004 the company had previously acquired...
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...Tata Nano Case „5 C Analysis and STP“ For Marketing Strategy & Customer Management By: Sebastian Schmickler As of 20. March 2013 Customer The core benefit for the potential customer can be seen in the extremely cheap availability of a 4 seats offering individual transportation opportunity with a certain level of safety and comfort. This benefit will satisfy the pursuit of an affordable, individual and independent way to travel and transport things. The Customer therefore can be defined as individual that only can afford a limited small amount of money in order to buy a car (smaller household income). This leads to the conclusion that the potential buyer can be seen as part of the lower income class of the population (Indian middle class). The buyer of a Tata Nano will additionally generate in interest for those who search for more safety for example while transporting family members from a place to an other. Looking at this concern a consumer is a person not having a similar opportunity for same transportation. This can result from the absence of a car or the use of a scooter or bike (public transportation in some region can be seen as dangerous too). The customer could likewise have the need for a more convenient alternative to travel (for example during rainy or cold weather conditions). Company As core competence of Tata Motors Ltd. (Tata Group)(former TELCO) the good worldwide experience of manufacturing cars must be taken into account...
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...Singur is a town in Hooghly District, West Bengal, India. This place was practically unheard of and gained international media attention after Tata Motors proposed the idea of setting a factory to manufacture the world’s cheapest car- The Tata Nano. It was supposed to be priced at Rs 1, 00,000 and the car was scheduled to be rolled out by 2008. The Communist Party of India (Marxist) had just come to power at that time, (May 18, 2006). The State Government had allowed Tata to take over 997 acres of farmland in Singur to build its factory. Buddhadeb Bhattacharjee, the then Chief Minister of West Bengal, wanted Tata to go ahead with the Tata Nano project in his state citing reasons of industrialisation and State development. West Bengal was viewed as an anti- industrialised state and Buddhadeb Bhattacharjee wanted to reform that image. However, this act was received with much opposition from the activists, the displaced land owners and the opposition parties in Bengal. (Singur Tata Nano Controversy, 2012) The government had acquired 1200 acres of land which included 997 acres from 13000 'unwilling' farmers. These 997 acres of land was leased to the Tata Motors to set up the Nano plant. The government had offered a price which was better than that in Nandigram and also provided compensation which had included the sharecroppers also. There were six sites offered by the state government to Tata Motors. The company had selected Singur as the chosen site. Singur is the most fertile...
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