Tata Nano
Introduction
Tata Engineering and Locomotive Co. Ltd was established in 1945. In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with Daimler Benz to produce commercial vehicles. By the 1990s, the company had entered the passenger vehicle market. In 2004 Tata Motors acquired Daewoo commercial Vehicle Co. Ltd., Korea’s second- Largest truck manufacturer, and became the first Indian company to be listed on New York Stock Exchange. The next year, it acquired a 21% stake in a Spanish bus manufacturer, and in May 2008, it bought British automotive icons Jaguar and Land Rover from Ford Motor Co. The auto mobile industry in India benefited significantly from liberalization in the 1990s, when the government eased regulation on foreign trade and restrictions on private companies. International companies took advantage of India’s affordable yet highly trained engineers, establishing manufacturing operation throughout the country. In 2005, experts predicted India would become the world’s third-largest economy by 2020.
Positioning of car Nano
Ratan Tata today admitted that the group made some critical mistakes while launching the Nano. "We were not ready with a proper advertisement campaign and dealer network until the first 100,000 cars were sold. The basic concept is still robust and we are going to push it as an affordable family car," he said.
He said Nano got wrongly positioned as a poor man 's car. That was not the intention. It is very much an affordable family car. Tata urged the media to reserve its judgment on the car as it cannot be termed a flop yet. Nano variants will be launched in Europe and the US. "I don 't see any competition to Nano on pricing still," he asserted. "I think there will be a resurrection of the product as we improve," Tata added.
While Tata has received praise for turning around Jaguar-Land Rover, the Nano 's debacle is seen as his only major failure. Ratan Tata seems determined to prove the essential
Tata Engineering and Locomotive Co. Ltd was established in 1945. In 1954, the company launched its first automobile; between 1954 and 1969, it collaborated with Daimler Benz to produce commercial vehicles. By the 1990s, the company had entered the passenger vehicle market. In 2004 Tata Motors acquired Daewoo commercial Vehicle Co. Ltd., Korea’s second- Largest truck manufacturer, and became the first Indian company to be listed on New York Stock Exchange. The next year, it acquired a 21% stake in a Spanish bus manufacturer, and in May 2008, it bought British automotive icons Jaguar and Land Rover from Ford Motor Co. The auto mobile industry in India benefited significantly from liberalization in the 1990s, when the government eased regulation on foreign trade and restrictions on private companies. International companies took advantage of India’s affordable yet highly trained engineers, establishing manufacturing operation throughout the country. In 2005, experts predicted India would become the world’s third-largest economy by 2020.
Positioning of car Nano
Ratan Tata today admitted that the group made some critical mistakes while launching the Nano. "We were not ready with a proper advertisement campaign and dealer network until the first 100,000 cars were sold. The basic concept is still robust and we are going to push it as an affordable family car," he said.
He said Nano got wrongly positioned as a poor man 's car. That was not the intention. It is very much an affordable family car. Tata urged the media to reserve its judgment on the car as it cannot be termed a flop yet. Nano variants will be launched in Europe and the US. "I don 't see any competition to Nano on pricing still," he asserted. "I think there will be a resurrection of the product as we improve," Tata added.
While Tata has received praise for turning around Jaguar-Land Rover, the Nano 's debacle is seen as his only major failure. Ratan Tata seems determined to prove the essential
References: http://www.scribd.com/doc/16683088/Marketing-Plan-for-Tata-Nano http://www.automobileindia.com/ http://articles.economictimes.indiatimes.com/keyword/tata-nano http://www.tatanano.com/ http://timesofindia.indiatimes.com/business/