...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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...strategies are required. Positioning allow customers for product differentiation so that they can choose the appropriate product for themselves. This case study of Tata Nano identifies the pitfalls and shortcomings of their prevalent positioning strategy of “People’s Car” and suggests ways in which Tata Motors could reposition its product for glorifying its image once again in-spite of changing industry dynamics. Since the economic liberalization of the 1990s, development of infrastructure within the country has progressed at a rapid pace, and today there is a wide variety of modes of transport by land, water and air. However, India's relatively low GDP has meant that access to these modes of transport has not been uniform. India's rapidly expanding economy has provided the basis for a fundamental change -- the emergence of a "new vanguard" increasingly dictating India's political and economic direction. This group is India's new middle class - mobile, driven, consumer-oriented, and, to some extent, forward-looking. It encompasses prosperous farmers, white-collar workers, business people, military personnel, and myriad others, all actively working toward a prosperous life. Televisions, and other consumer goods, reasonable earnings and savings, and educated children typify this diverse group. While Nano tries to target to the needs of this emerging middle class families which are yet to enjoy the privileges of most of the modern day requirements with respect to transport and...
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...Case Summary The Tata Nano is a city car manufactured by Tata Motors which is made and sold in India. The Nano is the cheapest car in the world today. Before it went on sale, a price of 1 lakh Rupee (US$1,600) was widely touted. Since its 2009 debut, the price has increased; while the Nano remains the lowest-cost four-wheeled passenger vehicle in India, it is significantly more expensive than a motorcycle, a popular means of cheap transport in the country. In early 2006, Tata Motors announced its intentions to revolutionize the automobile industry through a centralized manufacturing plant. This plant was conceived in order to manufacture the much awaited “1 lakh Rupee car”, the world’s cheapest car. The launch of the Nano would not only be a huge coup for Tata Motors, but would also put the Indian car manufacturing industry firmly on the global map. As a result, the proposed launch had received wide media coverage both in India and internationally. In late 2006, several Indian state governments had approached Tata about establishing the Nano plant in their respective states. The plant would generate revenues for the state and create much-needed jobs. The economic and social benefits of Tata’s industrialization would also be crucial for a developing country like India and largely benefit only the state selected for the plant. The four-door Nano is about 10 feet long and 5 feet wide, and powered by a 623cc two-cylinder engine at the back of the car. The car has 33 horsepower...
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...Ninth AIMS International Conference on Management January 1-4, 2012 Blue Ocean Strategy – A Critical Analysis of Application on Indian Companies Smita Shukla smitashukla_in@yahoo.com University of Mumbai, Mumbai Blue Ocean Strategy which is much discussed strategic approach that needs to be followed by such companies that wish to beat the market competition. The paper analyses the practical application of Blue Ocean strategy in case of Indian companies. This paper also discusses the risk factors/negatives associated with the emergence of application of Blue Ocean Strategy in India/worldwide. 1. Introduction According to the well-known authors and management thinkers, W. Chan Kim and Renee Mauborgne, ‘the only way to beat the competition is to stop trying to beat the competition’. According to them, the entire market universe can be divided into two oceans: Red Ocean and Blue Ocean. Red Ocean is representative of all such industries/products which already exist and are thus representative of the known market space. Blue Oceans denote the industries/products not in existence today. Blue Oceans thus represent the unknown market space. In the Red Ocean industry boundaries are defined and well accepted. This means the existing competition is well known in the market space and the players in the market try to outperform their rivals to get greater share of the existing market demand. As existing market space gets crowded prospects for good profit and growth in future are...
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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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...iTunes Music Store had the backing of the five major record labels. - Taking advantage of the explosion of personal electronic devices and digital downloads to add the values of products. - Consumer behavior and Market segmentation The iPod combines the innovation of Information and Internet technology with fashion, design and electronic consumption. Apple hopes that iPods can be popular in the pop music, fashion, motor vehicle, and cellphone markets and catch different level of customer’s eyes. Consumer behavior is high involvement: - Loyalty. - Reference Group influence is important on product category and brand level. - Personality and life-style are relevant in brand choice. Target segments - The music lovers. - The high-tech product lovers. - The big storage capacity but small size hard disk MP3 player lovers. - The fashion design lovers. - Potential customers in China. Positioning The iPod: - Remarkable size and capacity. - Impressive industrial design. - Available to Mac and Windows users. The iTunes Music Store: - Legal to download online music or films from the...
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...1093/cjres/rsq009 Advance Access publication 1 April 2010 The Tata Nano, the global ‘value’ segment and the implications for the traditional automotive industry regions Peter Wells Cardiff Business School, Cardiff University, Aberconway Building, Colum Drive CF10 3EU, UK, wellspe@cardiff.ac.uk Received on June 30, 2009; accepted on March 4, 2010 Downloaded from cjres.oxfordjournals.org at East China Normal University on May 24, 2011 This paper provides a case study of the Tata Nano, a low-price car designed primarily in and for the Indian market, and its implications for the developed industrial markets. While the Nano is a classic ‘disruptive’ innovation in an Indian context, this paper argues that the car and its emulators have the potential to undermine the viability of the European automotive industry whose business is premised on technological sophistication, premium branding and high price. In an era of greater austerity, the ‘value for money’ segment is the one with global growth potential in emergent markets as well. The paper concludes that policy makers in Europe will need to decide how to react to the rather different vision of automobility offered by the Nano. Keywords: Tata Nano, automotive industry, strategy, regional development, economic policy, price competition JEL Classifications: F01, L11, L52, L62 Introduction In March 2009, the Indian company Tata launched the long-awaited Nano model, intended to provide a low-cost entry to automobility as an alternative...
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...Term Paper Of Research Methodology (A Perspective on the Future of Small Cars in India) Submitted to: Submitted by: Ms. Kanika Jhamb Naveen Bangwal Roll no. - 05 Section – A17B2 Reg. no. -7470070078 B-Tech (h) - MBA (IT) Table of contents Abstract introduction objectives and scope of the study RESEARCH methodology literature review tata’s nano conclusion recommendations bibliography abstract A strong car brand can create significant value in the automotive industry. The price consumers expect to pay for otherwise identical luxury vehicles can vary as much as $4,000, depending on the car's brand. For mass-market cars, brand helps determine which products a consumer considers buying. Furthermore, superior brands extend their halo across every model of vehicle within the brand. It's no surprise that most auto manufacturers make brand positioning and development a key item on their marketing agenda. Because of the prominent role that brand positioning and development play in many auto manufacturers' business strategies, this research has been conducted under extensive research and analysis to better understand how consumers think about car brands. The study analyzes the set of factors which provide valuable insights into consumer brand perceptions. The...
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...capture the potential of the rapidly growing middle class segment. The outcome was the Tata Nano, the world’s cheapest car priced at one lakh INR. Rolled out from Tata Motors as the world’s cheapest car in the year 2009, the indigenous Tata Nano achieved immediate success, fulfilling its promises of a complete car at an affordable price for the middle class masses. The Tata’s had relied rather heavily on the publicity of their product. But rather than leveraging this publicity, Tata became complacent about the communication strategy. The USP of the product, the “cheapest” price tag, had backfired miserably, and actually shunned its sales. The status conscious customer obviously did not want to get associated with the tag of “Poor man’s car”, and would rather opt for slightly pricier rival options. Hence, instead of being perceived as a functional step above the motorcycle as it was intended to be, the Tata Nano started being largely perceived as a cut-price car. The Tata Nano was initially conceived as a safe personal mobility alternative to the huge section of the Indian two wheeler riding population, at an equally competitive price. But the safety of the car came under intense criticism when quite a few of the cars caught fire in their early days. This was followed by a call from Tata Motors to its existing customers to install safety devices in their cars. The security failure of Tata Nano completely shattered the trust of the customers in the...
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...The transition from a Socialist approach to a free market approach and the rise of a new high-tech sector are two remarkable shifts that have occurred in the last two decades in Israel. In the face of these changes, human resource (HR) practitioners are currently expected to assume new roles, adopt different work values, and apply appropriate strategies. HR managers in the low-tech industry still adhere to traditional values and strategies, including a reliance on trade unions and an emphasis on job security and the employees’ years of work experience and seniority as key criteria for promotion. In the emerging high-tech sector, HR managers have adopted new values and developed new strategies, including human resource management programs, employee empowerment, higher salaries and better benefits, while placing an emphasis on employees’ talents and qualifications. Source: http://www.emeraldinsight.com/journals.htm/journals.htm?issn=01437720&volume=22&issue=3&articleid=848302&show=html&PHPSESSID=qj5kp1babsuadbfaj 47luam41 Recent changes in Israeli society and economy and their relation to Organizational Politics Over the past three decades, Israel has undergone significant economic, industrial and cultural transformations. These developments have shifted public values considerably and may indirectly affect OP and HR practices. For example, Sagie and Weisberg (2001) maintain that in recent years, Israeli society has gone from being ascetic...
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...CHINA BOOST FOR SENAI HI-TECH PARK Senai Hi-Tech Park, Malaysia's second high technology industrial park, got off to a promising start with investments of more than US$500 million (RM1.7 billion) from two companies in Johor. China-based EQ Solar Technology International Sdn Bhd plans to invest US$500 million to produce solar modules while leading industrial gases provider MOX-Linde Gases Sdn Bhd, through its initial outlay of RM60 million, plans to set up an industrial gases separation plant. Senai High Tech Park chief executive officer (CEO) Datuk Ahmad Shukri Tajudin said this shows that the park is ready to compete as another preferred location for hightechnology manufacturing, research and innovation activities. Located within Iskandar Malaysia, the park has drawn interest from investors in the US, Europe and China. "Interest is in various sectors including semiconductor industry and solar," he said at a media briefing. International Trade and Industry Minister Datuk Seri Mustapa Mohamed, witnessed the signing of the memorandum of understanding in Kuala Lumpur yesterday. "We're expecting a few more similar investments," Mustapa said, without disclosing details. Malaysia has so far attracted several global solar industry players like First Solar, Sunpower and Q-Cells. There are also several domestic investments in solar power projects in Selangor and Sabah. Mustapa hopes that the park will create more jobs, similar to what was achieved at the Kulim Hi-Tech Park in the north. The...
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...over the years. Guillermo Furniture Store Recommendation Analysis and Recommend Financial Decision The economy is weak, new competitors’ establishing a presents, Guillermo must tackle a tough decision, which is to become a furniture distributor or stay on the manufacturing side, or possibility do both. Guillermo understands that change is forth coming and he has to venture forward but the dilemma is what the best alternative is. First Guillermo must analysis the financial alternatives and establish which objective is beneficial for the company. The next step is to gather information and formulate a pro forma cash flow budget to analyze the projected earnings for the next five years for the company (University of Phoenix, 2007). Hi-Tech Option Guillermo established his wealth various years ago because of the low cost in labor along with an extraordinary location for manufacturing. The company’s success has held strong on those foundations until now. There are a few concerns for Guillermo that may cause the company to change the way it does...
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...strategy-oriented HR system case study 1. * Strategically required organizational outcomes: * Good products and good services. Products and services is always the most important thing for a manufacturing company. Siemens has become a world leader by diversifying into hi-tech products and services, it need to maintain this advantage and develop it even further to achieve more. * Going global and expand. Globalization gives big companies a chance to expand rapidly. Siemens has succeeded in going global but this is a long way, it still needs more expansion into more countries or areas that are not covered yet. * Positive brand image. A good company image is extraordinarily important to the company’s healthy development. Siemens needs to keep customers satisfied both with its products and services, which helps it to get more market share and expand even faster. * A good employee selection, training and compensation system. The company not just need to keep customers satisfied, it has to keep employees happy too. So that it can work more efficiently and effectively. * Required workforce competencies and behaviors: * Learning on a continuing basis. Siemens is in high-tech business so the nature decided that its employees need to learn new things every day. * Good teamwork. The ability to work with people is essential in such big corporation. Especially when it’s going global. * Mutual respect and appreciation of workforce diversity. Siemens...
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...Implementation of SWOT Analysis at Apple Presented By: Chanda Snyder Marketing November 18, 2012 Introduction The Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis guides you to identify the positives and negatives inside and outside of your organization. Program directors, policy groups and management teams can use this resource to help with both strategic planning and decision-making. A SWOT analysis will provide perspective, and reveal connections and areas for action. (Strategic Management, 1993). Strength, Weakness, Opportunity, Threat. A SWOT analysis guides you to identify the positives and negatives inside your organization (S-W) and outside of it, in the external environment (O-T). Developing a full awareness of your situation can help with both strategic planning and decision-making. (Strategic Management, 1993). The SWOT method (which is sometimes called TOWS) was originally developed for business and industry, but it is equally useful in the work of community health and development, education, and even personal growth. (Strategic Management, 1993). SWOT is not the only assessment technique you can use, but is one with a long track record of effectiveness. Compare it with other tools found in the Community Tool Box (especially Chapter 3) to determine if this is the right approach for your situation. The strengths of this method are its simplicity and application to a variety of levels of operation. (Strategic Management, 1993). ...
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...supermini car produced by the German manufacturer Volkswagen since 1975. It is sold in Europe and other markets worldwide in hatchback, saloon and estate variants. Analysis on the basis of product, price, place, promotion PRODUCT: * Tata Indica Vista * Maruti Swift * Chevrolet Beat * Volkswagen polo 1. Volkswagen polo: Highlights Engine capacity 1199 cc Fuel Economy (ARAI) 22.07 Kmpl Power 75PS @ 4200rpm Torque 180Nm @ 2000rpm Body Style Hatchback Segment B2 Ideal for 5 Safety tech ABS,Airbags-2 Creature comforts...
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