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Case Study of Tata Cross Culture Marketing Analysis Case Study of Tata Cross Culture Marketing Analysis Introduction Tata Nano is popular for the world’s cheapest car that is built by Tata Motors India achieving great efficiency in terms of price, seating space and fuel…
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Download file to see previous pages In India, over 11 million vehicles are manufactured annually and exports reach about 1.5 million units each year. The big chunk of the automobile industry is two wheelers with a market share of over 75% (Imagin, 2011). In this respect, Ratan Tata decided to manufacture a car at a price of motorbike so people can get around with convenience and achieve major milestone in the Indian and global automobile industry. Several engineering changes were made in order to keep the cost of car model below $ 2500. At the beginning, the manufacturing process was carried out in Sigur and then moved to Sanand Gujarat because of the suppliers’ proximity. This low cost car that is Nano was launched in March, 2009 at Parsi Gymkhana Mumbai (Tata Motors, 2010). The outlook and interior of Tata Nano is quite impressive, it is tall and narrow, respectively convenient for drivers and back sitters. It has four big windows that allow fresh air and light. Its body is designed with much inner room and space (Chhangani, 2009). Tata Nano is simple and functional; it has good inner volume to adjust passengers on the long routes. There are rumors in the market that Nano is made up of the plastic body, and its motor is powered by hamster in the wheel, all such rumors are just rumors, in-fact Tata Nano is simple car but with tough body design and structure. ...
After launching Tata Nano in India, future intentions were to enter in the global low cost car market. China and Russia was very lucrative markets for such low cost car category, but the challenges were distinctively there in Europe and North America. It was all because of the emission rules and standards which kept Nano on the back side of the European region (Hollensen, 2011). By understanding Tata Nano’s Case in India, this study will highlight the importance of Tata Nano market in other emerging markets (China and Japan), its need in the European markets and the competitive advantages that Tata Nano sustain in present markets (Hollensen, 2011). Main Reasons for Tata Nano to enter in Global Low-cost Car Market Affordability in Emerging Markets People living in the emerging markets (India, China) prefer motorbikes more than cars, because of the affordability factor. Tata Nano was designed by keeping this factor on priority; as it was all about hitting the world’s cheapest cars category, “The Ultra-Low Cost Category”. Meanwhile, Tata Motors had the opportunity on the native Indian soil, which made it possible to manufacture such ultra-low cost car “Tata Nano” (Hollensen, 2011). This brought one reason for Tata Motors to intrude the emerging markets besides India (Hollensen, 2011). Environmental Friendly In developed markets such as North America and Europe, there are strict government regulations for environment protection. People are more conscious on environment friendliness of transportation. Hence, cars, which are lighter and smaller consume less fuel and spread less pollution are preferred as compared to the large ones ...Download file to see next pagesRead More
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