Tata nano worlds cheapest new car is unveiled in india tata motors, one of the indias biggest car companies recently launched their long awaited one lakh rupee car in india with the name tata nano. The case raises questions around breaking the pricequality barrier and changing. John neff, tata nano tanking used car market in india, february 8, 2008. Deepika worked with her colleague sriram rajann at the indian business school, hyderabad to unearth fascinating nano facts to develop the case. According to tata, nano has a roomy passenger compartment with generous leg space and head room, and it can comfortably seat four persons. But protests severely disrupted work at the nano plant and it finally ground to a halt on 2 september 2008. Ratan tata was a car which was expected to change the face o f automobile sector in india.
Tata motor was so confident about nano, they thought this is going to be a massive success. For the tatas, the dream car project soon turned out into a nightmare, when in. Motors limited is a leading global automobile manufacturer of cars utility vehicles buses trucks and defence vehicles. Ratan tata kept his promise and delivered the nano almost at its target price, forcing global car makers to take challenge. Since launching,it has created a huge buzz all over india.
Tata nano is the best example of positioning and repositioning where both. In november, while overall auto sales in indias booming economy rose more than 22%, tata sold only. Case study on nano project it also gives answer to why ratan tata has selected only singur for manufacturing. Tata, ministers of the gujarat government, top officials, vendor. Swot analysis of tata nano and why it failed to deliver. Tata nano failure case study 5 big reason for failure. Tata nano the tata nano is a small car manufactured by tata motors made and sold in india. Ratan tata is one of the leading indian industrialists, ex chairman of the largest indian conglomerate, tata group of companies. Within the first two days oflunching, it has received 5500 booking. Tata nano, pet project of the chairman of the tata group mr. Tata motors then decided to retool the factory to accommodate new products like tiago, a hatchback. The price of tata nano deliberately makes it a close substitute to some products in the two wheeler market.
In late january 2009, tata motors was reeling under a severe business and financial crisis. Why the failure of the nano has been a success nextbillion. The powertrain was a 624cc sohc petrol, rear engine and rearwheel car with a manual gearbox that gave a very commendable 25 kilometers per liter. States for the location of tata motors nano automobile complex, fell. The tata nano is the cheapest new car in the world. With the launch of tata nano, it became the worlds cheapest car. But if the acquisition of land for the tata project was found to not serve. Case study on tata nano project management paradise. Tata motors have to improve its customer care and decrese the price of their spare part and.
Tata motors would have to sell 2,50,000 nanos a year to avail of these incentives. Tata motors download and upload project reports related. The project lost money, as confirmed by former tata sons chairman cyrus mistry and by. Tsmg works closely with the chairmans office and the leadership of tata group companies to develop and support implementation of the groups business strategy. Her work is found to be satisfactory and complete in all respect. The tata nano is a compact city car that was manufactured and marketed by indian automaker. Whats the environmental impact of 14 million more cars in india. Designed to lure indias burgeoning middle classes away from twowheelers, it received much publicity. Report on tata nano vehicles automotive equipment scribd. The tata nano has been subsequently launched, as planned, in india in march 2009. Discuss case study on tata nano project within the miscellaneous projects forums, part of the publish upload project or download reference project category. Its been a rough season for tata motors muchpublicized peoples car, the nano.
The case discusses the making of tata nano, the worlds cheapest car, manufactured by india based tata motors. Even as debates are reportedly raging within the tata group regarding a sustainable future for chairman ratan tatas dream car nano, maruti suzuki chairman r c bhargava today said the project failed because it could not meet the aspirations of the consumers in totality. The case focuses on the translation of ratan tatas chairman of tata motors vision of a safe affordable car for the masses by ravi kant, managing director of tata motors into the nano project. Case study on tata nano amrita vishwa vidyapeetham.
The tata nano project making of the worlds cheapest car. Tata motors, launched their long awaited one lakh rupee car in india named tata nano it became the worlds cheapest car. Studying the turbulent twoyear journey of tata nano in the indian markets, asb faculty, deepika g. Tata motors limited reserves the right to make changes in design and specifications andor to. But it fails and become one of the most disaster product in the history of marketing in this article, i will discuss the 5 big reasons for tata nano failure and tata nano failure case study. Problem was the incentives that tata motors secured from the gujarat government were limited to the production of only nano. As the editor of auto car india points out, tata added insult to injury in that the topend nano model was priced at about 200,000 rupees two lakh while still being perceived as a one lakh value. Project report on tata nano free download as word doc. This car was targeted to be bought instead of motor cycles by the middle class people. A number of things contributed to the tata nanos failure. The critics initially derived the concept mainly on the basis of the price target. Pgdfmp 5 pgdom 5 pgdhrm 5 dim 5 pgdmm 5 pgdfm 5 pgdim 5 pgfm 5 2019 assignment for nmims 495 nmims customize assignment 495 pdf 476 free 474 cheap 474 lifestyle product 471 study material 459 financial services 448. Keywords tata nano, consumer psychology, firsttime car buyers srusti.
New product development,tata nano free download as powerpoint presentation. A project report on tata nano pre launch survey slideshare. But, the fourdoor hatchbacks key selling point was its price. The easy shift makes driving a breeze in crowded streets of india. Narendra modi, in the presence of the chairman of tata sons and tata motors, mr.
While tata motors had been offered financial incentives to locate to west bengal, the company also wished to play an active role in the reindustrialization of the state and contribute to the economic development of the region. The image consumer segments from a to e want to project has nothing to do with being the cheapest in the world. Tata motors brand new plant for the tata nano at sanand, in ahmedabad district of gujarat, was inaugurated today by the honourable chief minister of gujarat, mr. Apart from the nano plant, the tatas will also build a research institute in agriculture and a marine biology institute, beneficial for gujarat and lead to further development and growth in the state. The case highlights the problems faced by tata motors, the largest automobile company in india. Tata mentioned his frustration with the opposition movement at singur project led by trinamool congress chief ms. Tata strategic management group tata industries tata group. Tata nano, in a few years time, could adversely impact the second hand car market and reduce the price of second hand cars by around 20 to 30% and their sale by 35% reuters 2008. Marketing research project on tata nano slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The dilemma of success tata nano was a runaway bestseller left tata motors. The car was the result of a five year research and development project carried out by tata nano development team. The tata nano project is estimated to provide 10,000 additional jobs in the. But, lets first look at the small car itself the specifications.
Swot analysis of tata nano the article delves on the fact that tata nano has failed to achieve its sales figures and carries out a tata nano swot to find out the reason price itself was a major strength factor for the mini magical vehicle which created a sensation all over the world. The tata nano lessons and issues in project management. The new tata nano genx with automated manual transmission amt is india most fuel efficient petrol car with best in class features. Six hundred and ninetytwo acres had been acquired by paying rs. The story of tata nano a different perspective techhoot. Marketing research project on tata nano slideshare. Pdf students identify promotion, price, place, segment, targeting, and positioning for. Pdf the aim of this research customer satisfaction of tata nano is to know. Page 7 of 17 case study on tata nano aman ahuja a3906415445 history of tata nano the idea of tata nano came to mr. Greenfield project in kalinganagar, with stagewise. Ms banerjee responded by referring to actions by tatas. Pdf customer satisfaction of tata nano researchgate. Tata motors download and upload project reports related to tata motors. With many successful launches of both commercial and passenger vehicles such as tata 407s, tata sumo and tata indica, tata motors finally decided to launch a passenger vehicle that will set a new trend of easily affordable passenger vehicle the nano.
A development, which signifies a first for the global automobile industry, the nano brings the comfort and safety of a car within the reach of thousands of families. The critics initially derided the concept mainly on the basis of the price. C e r t i f i c a t e this is to certify that the project title effect of declining market on tata motors is a bonafide work carried out by divya kirola student of specialization of master business administration, noida for fulfillment of a project report. It was tata group supremo ratan tatas dream project to bring. Tata strategic management group tsmg is the strategy centre of excellence for the tata group. If you continue browsing the site, you agree to the use of cookies on this website. The case explores how tata motors, indias largest automobile company, developed the nano, the worlds cheapest car. The now abandoned tata motors project in west bengal has a number of. Tata nano the peoples car case harvard business school. The case explains the design and development process of tata nano. According to tata, nano has a roomy passenger com partment with generous. The figures keep increasingevery day since the launching. Tata motors was established in 1945 as tata engineering and locomotive co.
As part of the tata group, tata motors has been a strong part of the indian history. The project to create a 1 lakh rupees 3000sgd car began in 2003. On october 3, 2008, after a brief meeting with the chief minister, ratan tata declared his decision to move the nano project out of west bengal. Tata nano singur controversy refers to the controversy generated by land acquisition.
Tata nano was first launched in india on 1 st april 2009and expected to be in indian market by july 2009. Bhargava said tata needs to be given credit for pioneering efforts to provide an affordable car to the masses. Tata nano is made a budget friendly car and it was launched on a price tag of one lakh rupees rs. Tata motors in trouble business strategy case studies. Nano plant tata group chairman ratan tata and west bengal cm buddhadeb bhattacharjee jointly announce the plan for the nano plant. It is indias largest automobile company, with standalone.
1197 1332 1215 837 520 454 1092 1471 705 1612 1279 377 1270 1079 762 40 886 1139 1521 248 693 322 414 142 1098 1526 1559 871 113 1290 364 112 1102 1447 1480 1367 703 809 416 1116 389 690