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 MOTORS 5
PROBLEM & RESEARCH OBJECTIVES 6
SCOPE OF STUDY 7
OBJECTIVE OF STUDY 7
QUALITATIVE RESEARCH 7
ENVIRONMENTAL CONTEXT OF THE PROBLEM 8
MANAGEMENT DECISION AND MARKETING RESEARCH PROBLEM 8
MANAGEMENT DECISION PROBLEM 8
MARKETING RESEARCH PROBLEM 9
SECONDARY DATA 9
TATA NANO – FEATURES 10
TARGET MARKET 10
SWOT ANALYSIS 11
COMPETENCIES OF TATA NANO 11
CAR OWNERSHIP PER 1000 PEOPLE 12