Even ratan tata, chairman emeritus, tata sons after stepping down admitted in 2013 that marketing tata nano as a cheap car was a mistake the brand regularly shifted its positioning and the target audience for the car. The asia pacific market, tata's dealer margins across the various models ranged from 4% to 10% another study, by at kearney, estimated the profit margin of ultra-low-cost cars at 2% to 3%. Marketing segmentation of tata nano in india and its targeting and positioning strategy 1017 words apr 26th, 2010 5 pages contents market segmentation, positioning, targeting: a case of tata nano in india executive summary: targeting and positioning strategy of tata nano and recommendations for the company are given.
Product overview students identify promotion, price, place, segment, targeting, and positioning for marketing the world's cheapest car this case is effective for mba, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Students learn about tata's promotion, price, location, segment, targeting, and positioning for marketing the world's most affordable car this case series is powerful for undergraduate mba, and executive students studying market segmentation, pricing, cannibalization risk , pricing, and breakeven sales in the face of different price and cost. Attributed to the fail of innovative tata nano to make a stable place in indian market are poor marketing strategies, poor loan policies, shifting of plants and factories etc so we conclude that though tata nano is an.
Tata nano was a classic case of a product manager who chooses not to respect the aspirations of his prospective consumers a famous marketer once told me that a man buys a car for what he wants. Nano and ratan tata became almost synonymous providing india inc in general and tata group in particular a global corporate canvass it definitely was the most awaited car in the world in the last several decades. Analysis of marketing strategy for tata nano kumar utkarsh pulse tata nano amp car industry india is a company with majority of its population residing as low income group india is a company with majority of its population residing as low income group.
The tata nano case is a perfect example of a positioning and repositioning strategy gone wrong this report will firstly demonstrate an in depth analysis of the internal, external and competitive environment through a swot analysis and the porter's five forces framework. Tata nano was initially launched in india at the best and least price of any 4 wheelers many mention that tata nano has not performed well in the market of cars but that is not true. The tata nano is a great accomplishment on the part of tata motors it promises to be not just a product for the indian market, but also the global market which is hungry for a car that has excellent gas mileage. The tata nano is a small car manufactured by tata motors made and sold in india nano was initially launched with a price tag of 100,000 (us$1,600) which was ultimately increased with time. Wake-up tata, think out of the box just like you did it in ace/nano just an attractive name won't pull in customers learn what happened to xeta, marina, petra, siena names should go with style, quality and customer satisfaction then only it becomes great brand.
Tata steel serves its products in key market & industry segments like construction, automobile, agriculture, consumer goods, emery and power and many more. I read this interesting article on how tata nano is trying to ramp up its sales by exploring unconventional channels like the big bazaar outlets this is the first of its kind in india where a retail chain is selling a car. Market positioning after the market segmentation and market targeting, the next step is market positioning, positioning played an important role for a company to get success and the definition of positioning is designing the company's offering and image to the mind of buyer (kotler et al, 2010 p 280. Situation analysis on tata motor limited and marketing strategy of tata nano summary tata motors limited is india's largest automobile company, the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. Ratan tata said nano could be marketed as a changed product in europe to tap interest on the car outside india singapore: the tata group may consider launching its small car nano in a new avatar in another country like indonesia, where it doesn't have the 'stigma' of being 'the cheapest car', and bring it back to india for a fresh start with a new image, according to chairman emeritus ratan tata.
Marketing strategy of tata nano essay introduction about the tata motors tata motors is india's largest automobile company, with consolidated revenues of rs 92,519 crore ($20 billion) in 2009-10 through subsidiaries and associate companies. In following a case of the same name, this case shows the result after the launch for the car $ 2500 tata students learn about tata promotion, price, place, segment orientation and positioning of marketing the world's cheapest car. Thus we can say that market segmentation is the segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix.
Swot analysis of tata nano this is a research report on swot analysis of tata nano uploaded by sayed arif in category: all documents » marketing » marketing management section of our research repository. Competitive pricing strategy is recommended keeping in mind the fact that the tata nano car is catering to entry level car segment comprising of maruti alto 8005l5l to 3 hyundai eonsegment positioning segment acid test marketing mix strategy potential. Tata motors is currently india's largest automobile company with revenues of $72 billion in 2006-07 it is by far the leader in commercial vehicles and the second largest player in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. It's been a rough season for tata motors' much-publicized people's car, the nano in november, while overall auto sales in india's booming economy rose more than 22%, tata sold only.