MARKETING IN A DYNAMIC WORLD
2013-2014 1st Semester
Positioning the Tata Nano
“A TATA company shall be committed to good corporate citizenship, not only in the compliance of all relevant laws and regulations but also by actively assisting in the improvement of quality of life of the people in the communities in which it operates. The company shall encourage volunteering by its employees and collaboration with community groups.” This sentence clear state the commitment the company had to ethics and trust.
The TATA Group was founded in 1868 as a trading company, but as the time goes by, expanded to a vaster range of interests in different sectors, such as information technology and communication, engineering materials, services, energy, consumer products and chemicals.
The case study I am about to discuss concerns the best way to position the new model of TATA Motors Ltd, the Nano. This company was established in 1945 as the TATA Engineering and Locomotive Company ( TELCO ). In 1991, TELCO entered the passenger-car segment under a joint venture with the German manufacturer Mercedes Benz. The main models were the Sierra, the Indica, the Safari and finally, the company´s first mini-truck, the Ace. In 2003, TELCO changed name to TATA Motors Ltd and it was listed on the New York Stock Exchange. Then, a process of acquisitions and ventures took place in order to become international and to increase its global presence. In 2009, after TML purchased Jaguar and Land Rover at the price of $2.3 billion, the company had manufacturing facilities in the UK, South Korea, Spain, Morocco, Thailand, and Bangladesh and was exporting to Europe, Africa, the Middle East, Australia, Southeast Asia and South America. It was a Global and recognized brand.
Due to the government´s liberalization of regulations on foreign trade and restrictions on private companies that contributed to the rapid Indian economic growth (... [continues]
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