Tata Nano Marketing Strategies

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The Tata Nano Marketing Plan Strategies


Hao Yang (Vince) ID 0558603

Kwantip Khammuang (Kwan) ID 0558633

Narisa Keyuraphan (Beau) ID 0558832

Marketing Management (MKT 300)

Instructor: Prof. Hank Pruden


Table of Contents

I. Company Analysis
II. Situation Analysis
a. SWOT Analysis
b. Product Analysis
c. Competitor Analysis
1. Toyota Company
• Strengths / Weakness
2. Honda Company
• Strengths / Weakness
III. Market Segmentation
a. Demographics
b. Psychographics
c. Behavioral
IV. Strategic Planning
a. Marketing Objective
b. Financial Objective
c. Target Market
d. Competitive Advantage
e. Positioning and Branding
V. Marketing Strategy
a. Product
b. Price
c. Place
d. Promotion
VI. Control and Evaluation
a. Sales Forecast


I. Company Overview - Tata Motors Company

Tata Motors is a part of Tata Group. Tata group includes companies that operate in other sectors such as Tata Steel, Tata Hotels, Tata Chemicals, and Tata Communication. Tata Motors, established in 1945, is the biggest auto manufacturer in India, and has 25% of total market share. Tata Motors produces commercial vehicles with a range of light to heavy trucks, buses, and tractors. In addition, Tata Motors produces passenger vehicles, and luxury cars from their subsidiaries, such as Jaguar and Land Rover.

Tata Motors is the biggest subsidiary of Tata Group founded as a trading company dealing opium in 1868 in Bombay, India by Jamshetji Nusserwanji and Tata Motors, is currently operated by his grandson Ratan Tata. According to the Tata Motors web site (2009), the company was listed in the New York Stock Exchange as the first automobile firm from India in 2004. Tata Motor’s is headquartered in Mumbai, India and Tata Motors has 23,000 employees. According to Standard and Poor’s Net Advantage – Tata Motors, the company has approximately 13% increase in sale from last year. In addition, the overall market share of the company is about 74 in Fiscal Year 2009. In the same year, the Tata Motors has launched Nano car which is the world’s smallest and cheapest car. The company business is expanding internationally to the U.K, South Korea, Thailand, and Spain. Ratan Tata calls that car as “People’s Car”. Ratan Tata got success in making his company the world’s rank number 3 by believing in his vision, "best in the manner in which we operate, best in the products we deliver and best in our value system and ethics."

In 2004, Tata Motors purchased Daewoo Commercial Vehicles Company which was the second largest truck manufacturer in South Korea, making Tata Motors the fourth largest truck manufacturer and the second largest bus manufacturer in the world. In 2008, Tata Motors purchased Jaguar and Land Rover which are traditional car makers in the U.K. Also, the company announced the launch of the cheapest car in the world, the Nano, to car markets such as Europe, and the US. Plus, they already started to sell the car in India this summer, 2009. Tata Nano is the first national family car developed for the Indian market. These affairs led the world to know of Tata Motors.

According to Tata Motors’s annual report (2009), their business is growing. In 2009, October, their total sales were 53,404 vehicles. In the next year the company is going to open a new plant at Sanand in India with the total annual capacity from 350,000 to 500,000 units per year (The Economist, 2009). Additionally, Tata Motors focuses on the future action in producing better quality cars and satisfy customers with their safety as well as their reasonable price.

II. Situation Analysis

SWOT Analysis...
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