SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT
A case study : Tata Nano – the small wonder
Jani Dhruman Maheshkumar (9057)Modi Roshad (9086)Jith Joyson (9019)Muddu Uthappa (9087)Joshi Devansh M. (9079)Deepak Nair (9089)Mayoor Bhandari (9024)
How nano was built
“It started by my spending a lot of time doodling at boring board meetings. Most of us are victims of the environment in which we are and we lose sight of the fact that we have a greater responsibility - a responsibility to serve the communities we live in to improve the quality of life of people we work with," Ratan Tata recalled later at a gathering of Tata executives.
In 2009, a car was launched at the Delhi Auto Expo that was born of a dream of Ratan Tata-to give the middle-class Indian a safe and affordable means of transportation. “A promise is a promise”, Ratan Tata had said at the launch of Tata Nano, probably India’s most awaited and adored car.
On March 23, the day Tata Motors launched the Nano -- its long-awaited small car priced at US$2,000 the company's web site crashed. It had received more than 40 million hits in a short span of time and was unable to cope with the traffic. Visitors had come to the site to learn more about what is probably the world's most economical car and to join the queue to buy it. A crash is not good news for any automobile company, but this one -- a barometer of the heightened interest in the Nano among Indian consumers -- evidently was. After several months of problems, including violent protests which caused Tata to leave its original manufacturing site in Singur, the Nano was finally ready to roll. For Tata Motors, which has been facing difficulties on several fronts, there was reason to celebrate. "We had no idea [the Nano] would attract so much attention," company chairman Ratan Tata told a meeting of journalists just before the formal launch. 2. History
TATA GROUP: Leadership with trust
The Tata group comprises over 90 operating companies in seven business sectors: communications and information technology, engineering, materials, services, energy, consumer products and chemicals. The group has operations in more than 80 countries across six continents, and its companies export products and services to 85 countries. The total revenue of Tata companies, taken together, was $67.4 billion (around Rs319,534 crore) in 2009-10, with 57 per cent of this coming from business outside India. Tata companies employ around 395,000 people worldwide. The Tata name has been respected in India for 140 years for its adherence to strong values and business ethics. Every Tata company or enterprise operates independently. Each of these companies has its own board of directors and shareholders, to whom it is answerable. There are 28 publicly listed Tata enterprises and they have a combined market capitalisation of about $103.67 billion (as on November 11, 2010), and a shareholder base of 3.4 million. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Global Beverages, Indian Hotels and Tata Communications. TATA MOTORS:
Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate, best in the products we deliver and best in our value system and ethics." SMALL CAR SEGMENT:
The small car market in India is growing like never before. 70 per cent of the cars that are produced or come into India every year are small and compact. Indian automotive majors like Tata...
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