This is a research proposal on a study on launch of new cheapest car in the world by TATA Company name “TATA NANO”. The objective of this research proposal is to find out an opportunity or a problem in the launch of the smallest /cheapest car targeting masses through secondary information / data.
Also to gain knowledge about how TATA brought this new product i.e., “NANO” up to the development stage and finally going to launch it on 23rd March, 2008 (already launched till now).
During this project I researched on how TATA developed NANO costing Rupees1 lakh ($ 2500 U.S) and what will be its effects. A survey was also done for understanding consumer buying pattern and preferences (which is a part of secondary data).
Thus, this study is based on new product development in marketing for TATA NANO.
“Marketing Research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of improving decision making related to identification and solution of problems and opportunity”.
“Perception is the process, by which an individual selects, organizes and interprets information inputs to create a meaningful picture of the world around as”.
I conducted to gain an understanding of what goes in to mind of the customer about “NANO”. I have learned lot during my research proposal on TATA NANO and I hope this will be helpful to find out the proposal information.
TABLE OF CONTENTS
INTRODUCTION OF TATA MOTORS5
PROBLEM & RESEARCH OBJECTIVES6
SCOPE OF STUDY7
OBJECTIVE OF STUDY7
ENVIRONMENTAL CONTEXT OF THE PROBLEM8
MANAGEMENT DECISION AND MARKETING RESEARCH PROBLEM8
MANAGEMENT DECISION PROBLEM8
MARKETING RESEARCH PROBLEM9
TATA NANO – FEATURES10
COMPETENCIES OF TATA NANO11
CAR OWNERSHIP PER 1000 PEOPLE12
TOTAL NUMBER OF VEHICLES (INDIA)12
GROWTH OF MOTOR VEHICLES (INDIA)13
% OF PEOPLE WHO ARE AWARE OF TATA NANO13
PREFERENCES OF DIFFERENT AGE GROUP REGARDING BUYING OF NANO13 TATA NANO – A PEOPLE’S CAR13
DOMESTIC MARKET SHARE13
BOMBAY STOCK EXCHANGE – TATA MOTORS14
IDENTIFICATION OF KEY ISSUES14
ANALYSIS OF TATA NANO15
IMPACT OF TATA NANO ON LIFE OF COMMON MAN15
PORTER’S 5 FORCES MODEL OF NANO CAR15
BARRIERS TO ENTRY15
CONCLUSION – FUTURE OF TATA NANO16
TABLES - CHARTS & FIGURES17
INTRODUCTION OF TATA NANO18
TEXT BOOKS / MAGAZINES/ NEWSPAPERS24
INTRODUCTION OF TATA MOTORS
“DREAM – DREAM AND DREAM, because dream gives vision, vision gives thoughts and finally thoughts lead to the action”
Each letter of these motivational words said by India’s former President DR. A.P.J.ABDUL KALAM, goes exactly with MR. RATAN TATA, Chairman of TATA GROUP, who in the year 2003, dreamt of producing a safe, affordable car for the common man.
Mr. RATAN TATA launched TATA NANO on 10th January, 2008, at the 9th Auto Expo 2008 in New Delhi. Established in 1945.
First Vehicle rolled out in 1954.
India’s largest business group.
Diverse Business in 7 sectors.
International income – 61 % of group revenue.
Operations in over 80 countries.
Products & Services – exported to 85 countries.
Largest employer in private sector – over 3, 00,000 employees. World cheapest car with a price tag of $ U.S 2,500.
First company from India’s engineering sector to be listed in NYSE (September, 2004). Developed India’s first fully indigenous passenger car.
Operations in U.K, South Korea, Thailand & Spain.
Over 4 millions TATA vehicles fly on Indian roads.
Nation wide dealership – 3500.
* (TABLES - CHARTS & FIGURES)
PROBLEM & RESEARCH...