Blue Ocean Strategy

Topics: Tata Motors, Tata Nano, Automotive industry Pages: 26 (8580 words) Published: February 6, 2013
Submitted by: Srinjoy Guha Bakshi (111257)|
MBA (FULL-TIME) 2011-2013Faculty Guide: Prof. Swarup Kumar Dutta| |
Date of Submission: 6th February 2013

Declaration: Submitted in Partial Fulfilment of the Requirement of the Dissertation in the Master of Business Administration Programme (Full Time) Table of Contents:
Letter of Approval
Executive Summary
Literature Review
Theoretical Framework

Topics Page Number
Letter of Approval 3
Declaration 4
Acknowledgements 5
Executive Summary 6
Introduction 8
Literature Review 10
Objective 15
Methodology 15
Theoretical Framework 15
Analysis 16
…………..Background 16
…………..Situation in 2004-05 16
…………..Assessing the current environment 16
…………..Major Players 17
…………..Visual Exploration (Beyond Red Ocean) 19
…………..TATA Nano: An innovation or fluke 24
…………..Go beyond the boundaries 25
…………..Sequence of BOS 26
…………..Sustainability and renewal of BOS 27
Conclusion 29
Appendix 32
Reference 33

MBA (Full-Time)–II (2010-12 Batch)
Dissertation Report Approval Form

Roll No.: ___________________________________

Student’s Name: ___________________________________

Faculty Guide: ___________________________________

Topic: ___________________________________


Signature of Student

Approval of the Faculty Guide

I, Srinjoy Guha Bakshi, declare that the work carried out by me is an original piece of work and not an extension of some project submitted by me as a part of some course work during acknowledgement of the source as a part of the Reference.

Srinjoy Guha Bakshi
6th February 2013

This project has been a great learning experience for me and I would like to express my gratitude towards all the people who guided me throughout, and without whose guidance and support, this project would not have been completed successfully. I express my sincere gratitude to my faculty guide Prof. Swarup Kumar Dutta for his continuous support and cooperation throughout my project, without which the present work would not have been possible. Also, I am thankful to my Faculties & Friends for their continued guidance and immense support as well as invaluable encouragement.

Executive Summary:
When Tata Motors unveiled a prototype of its Nano micro car at the Mumbai Auto Show in January 2008, auto executives around the world were aflutter. Industry watchers and innovation experts soon reported on the engineering and supply-chain breakthroughs behind the car. Some 14 months later, Tata showed off the commercial version of the Nano, on Mar. 23. Today, the U.S. auto industry is struggling to survive, with General Motors, once the world's biggest carmaker, on the brink of bankruptcy. No one disputes that the Nano is innovative on multiple levels—from its engineering to its marketing to its manufacturing. So it's hard to avoid the question: What can a humbled Detroit learn from the Tata Nano? The lessons start with the vision of Ratan Tata, chairman of Tata Motors' parent, Tata Group, to create an ultra low-cost car for a new category of Indian consumer: someone who couldn't afford the $5,000 sticker price of what was then the cheapest car on the market and instead drove his family around on a $1,000 motorcycle. In India there are 50 million to 100 million people caught in that automotive chasm. And yet none of the automakers in...
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