Tata International Marketing Analysis - Essay Example

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Tata International Marketing Analysis [Instructor Name] Tata International Marketing Analysis Introduction As studies show, the majority of growth in the car manufacturing industry and automobiles is likely to take place in the emerging world markets, like China, Japan, India or Eastern Europe…
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Download file to see previous pages In developing countries like China, India, and Brazil the demand is a great demand for small cars, where the reason is that the majority of the population belongs to the mid-class and prefer small cars rather than highly expensive luxury cars (Enderwick, 2012). Similarly, the rise of oil imports in the developed countries like US has lead to higher demand for fuel efficient cars. This has somehow promoted small car models, which are highly fuel efficient and cost effective (Enderwick, 2012). This study will give a detailed analysis of Tata Motors Company in order to understand how much enterprise is successful in its ultra-low cost car brand “Tata Nano” (McLoughlin & Aaker, 2010). The analysis will evaluate Tata Nano’s international marketing strategy with respect to the global market segments. The learning objectives in the study are to understand the position of Tata Nano market and to know how Tata Motors is compelling with its International marketing strategies (Kotler, 2009, pp.46). Background to Tata Motors Tata Motors is one of the major car manufacturing companies of Tata Group, the most recognized group in the Indian conglomerate market. The group is present in 85 countries across the world with a workforce population of 300,000 people working at the same time (Weihrich & Cannice, 2010). The Tata Group has founded 98 companies working in different market and business segments. All of this shows that The Tata Group is a leading benchmark in the Indian stock market and it is with a unified presence in the world’s multinational spectrum (Weihrich & Cannice, 2010, pp.103). Tata Motors is one of the stemming companies of the Tata Group. Along with the manufacturing of different car segments like trucks, trailers, and passenger cars, Tata Motors had found a distinctive recognition in India especially in passenger cars like Tata Nano (Akhanov et al., 2009). The car has become popular just because of its Ultra-Low Cost feature. It has touched the hearts of million Indians, who love the car just because of its cheap and easy to afford characteristics. Tata Motors holding a 15-20 percent share in the Indian passenger car market has stabilized a good position domestically, but due to low international sales volume the brand is weak in the global market domain (Akhanov et al., 2009). Analysis and Assessment of Tata Nano Theory of Blue Ocean Strategy “In a market there are two formats of industries, red oceans and blue oceans. Red oceans are old industries present with conventional norms and settings in the market while blue oceans are untouched market segments, where there is a space to adjust new products with new trends” (Kim & Mauborgne, 2005). Practice It was the fiscal 2008 when Tata Motors launched Nano on a global stage. The launch ranked the car to the World’s cheapest cars category, where it got available in the price US$2,230. This was the first time that India retrieved such cheapest car, which included all the features of a brand new car with the drastic attribute of affordability (Pride & Ferrell, 2011, pp.652). The Nano brought lots of expectations for Tata Motors, where the effort has been to promote it in the European corners. In this respect, the company follows extensive growth strategies to bring the car on the International market segment, where there is a need to understand the global low-cost ...Download file to see next pagesRead More
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