a study of market positioning of tata nano2

8/12/2019 A Study of Market Positioning of Tata Nano2

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RESEARCH PROJECT REPORT ON

A STUDY OF MARKET POSITIONING OFTATA NANO

SUBMITTED FOR THE PARTIAL FULFILLMENT OF THEDEGREE OF

MASTER OF ENTREPRENOURSHIP AND FAMILYBUSSINESSOf

PUNJAB UNIVERSITY

By BALDEEP DARAROLL NO.10557

MEFB 2ND SEMESTER

UNDER THE SUPERVISION OF DR. S.K.SHARMA

G.G.D.S.D COLLEGE SEC32CHANDIGARH

2008-09


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C !"#$#%&" '$ S() !*#+'!

This is t !"#tify th$t MISS B$%&""' D$#$ R %% N ()*++, h$s ! -'%"t"& th" #"s"$#!h '# ."!t tit%"& ,A STUDYOF MARKET POSITIONING OF TATA NANO /0&"#-y s/'"#1isi 0 i0 '$#ti$% f/%fi%%-"0t f th" MASTER OFENTREPRENOURSHIP AND FAMILY BUSSINESS &" #""Of P/0.$3 /0i1"#sity4444444444444444

DR.S.K.SHARMA

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ACKNO LEDGEMENT

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TABLE 0F CONTENTS

S!. N'. TOPIC PAGE NO.

1. E; %("#* S(. R + &!%4 M "4'/' ' 32-35

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PURPOSE OF TATA GROUP

LEADERSHIP ITH TRUST

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standards of !eha"ior e&pected from employees and

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FI E CORE ALUES


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I " !#" ' (e must conduct our !usiness fairly, with honesty

and transparency. )"erything we do must stand the test of

pu!lic scrutiny.

U / !+"& /# (e must !e caring, show respect,

compassion and humanity for our ! %%"$ /"s $0& !/st -"#s $# /0&th" 7 #%&6 $0& $%7$ys 7 #8 f # th" 3"0"fit f th" ! --/0iti"s 7" s"#1"(

E;% % (e must constantly stri"e to achie"e the highest

possi!le standards in our day*to*day wor+ and in the uality

of the goods and ser"ices we pro"ide.

U #" (e must wor+ cohesi"ely with our colleagues across

the #roup and with our customers and partners around the

world, !uilding strong relationships !ased on tolerance,

understanding and mutual cooperation.

R +)' +# # #" (e must continue to !e responsi!le, sensiti"e to the

countries, communities and en"ironments in which we wor+, alwaysensuring that what comes from the people goes !ac+ to the people

many times.

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SE EN BUSINESS SECTORS AS A FAMILY PRIDE

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TATA MOTORS PROFILE

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TATA NANO

LAKHTAKIA


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Tata 0$0 NANO

The ONE lakh that car drives ONEbillion dreams

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i0!%/&" /si0 ! -'#"ss"& $i# $s f/"% $0& $0 "%"!t#i! 1"#si 0 :E T$t$ N$0 ;(

T$t$ G# /' is ">'"!t"& t -$ss -$0/f$!t/#" th" T$t$ N$0 6 '$#ti!/%$#%y th"


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"%"!t#i! 1"#si 06 $0&6 3"si&"s s"%%i0 th"- i0 I0&i$6 t $%s ">' #t th"-

7 #%&7i&"(

T&"&6+ T&"& N& ' A


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D"si 0"& 7ith $ f$-i%y i0 -i0&6 th" T$t$ N$0 h$s $ # -y '$ss"0 "#! -'$#t-"0t 7ith "0"# /s %" s'$!" $0& h"$& # -

C$0 ! -f #t$3%y s"$t f /# '"#s 0s( F /# & #s 7ith hi h s"$ti0 ' siti 0 -$8" i0 #"ss $0& " #"ss "$sy

ith $ %"0 th f


24/84

Th" hi h f/"% "ffi!i"0!y $%s "0s/#"s th$t th" !$# h$s % 7 !$#3 0&i >i&" "-issi 0s6 th"#"3y '# 1i&i0 th" t7i0 3"0"fits f $0 $ff #&$3%"

t#$0s' #t$ti 0 s %/ti 0 7ith $ % 7 !$#3 0 f t'#i0t(

NE PRODUCT DE ELOPMENT PROCESS OFTATA TATA NANO


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Idea generation

,RATAN TATA +&$&


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IDEA SCREENING

BETTER IDEA

COMPANY CAPABILITY TO PRODUCE ANDMAR ET THE PRODUCT4444444

NATURE AND ANTS OFBUYER444444((


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28/84


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OMMERCIALISATIO

TEST MAR ETING


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COMMERCIALISATION


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S OT ANALYSIS FOR TATA TATA NANO

STRENGTHS EAKNESSES C4 &) +"

E%' $!# /

F( $$#%# % & /

#

S" #+4

OPPORTUNITIES THREATS

L'


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COMPARISON TO ITS NEAREST

RIVALS

Brand Model Variant Enginecylinder

CC power AC Price(Lakhs)

TATA NANO BASIC 2 E2<


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STP OF TATA TATA NANO

S < "&"#' V$#i$3%" Us"&

G ' !&)4#% 5 #/#$% $0& /#3$0

D "& 3y TATA # /'6

it 7$s th" '!/ '$ "& th$t #$0 "(

This ">'"!t$ti 0 f '" '%" !#"$t"s $ 3i !h$%%"0 " f # th"! -'$0y( T $!!"'t this !h$%%"0 " th" f %% 7i0 st#$t" i"s

$#" f %% 7"&5

T&! " %'+"# < "4'/

P "!&"#' )!#%#


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L' )!#%# )' #% #"4 ' 2**?6N"7 D"%hi G"0"1$

P/3%i!ity th# / h '#i0t "%"!t# 0i! -"&i$

Si0 /# 1i %$ti 0(

F # th"# ty'" f '# - ti 0$% $!ti1iti"s 6! st f$!t # th$t is ) %$8h '#i!"t$ is t 3" 8""' i0 -i0&6 TATA is i0 t %$/0!h its T$t$ N$0

- 3i%" f # i0&i! - /s"#6 T$t$ N$0 7$t!h"s 6 T$t$ N$0 T shi#ts

$1$i%$3%" i0 "stsi&" st #"s (

A&1"#tisi0 5 TV th"# -$ss -"&i$ 7i%% 3" %"ss "ff"!ti1"6 th/s t

-/!h - 0"y 7i%% 0 t 3" i01"st"& i0 this #" $#& ( M$i0%y 7 #& f

- /th $&1"#tisi0 7i%% "t - #" "-'h$sis(

I0t"#0"t 7i%% 3" $ -$. # -"&i$ f # $&1"#tisi0 (

O # ( 5 T$t$ N$0 h$s 0" 3"y 0& th" t#$&iti 0$% -"th &s f

$&1"#tisi0 $0& '# - ti 0 0%i0" (


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S'%#& M /#& %'


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CHAPTER-3

RESEARCH

METHODOLOGY


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RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

R"s"$#!h D"si 0 is th" $##$0 "-"0t f # &$t$ ! %%"!ti 0 $0$%ysis f &$t$ i0 $

-$00"# th$t $i-s t ! -3i0" #"%"1$0!" i0f #-$ti 0 t #"s"$#!h '/#' s" 7ith

"! 0 -y i0 '# !"&/#"(

A #"s"$#!h &"si 0 is $ -$st"# '%$0 # - &"% f # th" ! 0&/!t f f #-$%

i01"sti $ti 0( It is 3%/" '#i0t th$t is f %% 7"& i0 ! -'%"ti0 st/&y(

Th" #"s"$#!h ! 0&/!t"& f # this '# ."!t is ;) '!&"'! & / / +%!#)"#*

3"!$/s" st/&y is f !/s"& 0 f$!t fi0&i0 i01"sti $ti 0 i0 $ 7"%% st#/!t/#"& f #-

$0& is 3$s"& 0 '#i-$#y &$t$(

3.2 STATEMENT OF PROBLEM

Th" - st $7$it"& !$# h$s 3""0 #"!"0t%y %$/0!h"& 3y th" T$t$ M t #s 0$-"&

T$t$ N$0 ( Th" '#i!" f !$# ! -"s 7ith i0 th" #"$!h f -i&&%" !%$ss '" '%"6 S

$ft"# %$/0!hi0 f $ff #&$3%" !$# th" -i&&%"-"0=s "$-s t h$1" $ !$# is

i0 t 3" f/%fi%%"& $0& th" 3."!ti1" f st/&y is t 80 7 th" '"#!"'ti 0s f

th" &iff"#"0t !/st -"#s t 7$#&s T$t$ N$0

3.3 OB ECTI ES OF THE STUDY T 80 7 th" ! 0s/-"#=s '"#!"'ti 0 f ,TATA NANO (

T fi0& /t th" !/#i sity %"1"% f '" '%" f # TATA NANO (

T fi0& /t th" $ttit/&" f '" '%" t 7$#&s ,TATA NANO

T 80 7 $3 /t th" f$!t #s $ff"!ti0 th" '/#!h$s" &"!isi 0 f

TATA NANO .


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T 80 7 h 7 '/#!h$s" &"!isi 0 f ,TATA NANO 1$#i"s i0

&iff"#"0t $ " # /'s(

T 80 7 $3 /t th" i-'$!t f TATA TATA NANO 0 th" s$%"s

f t7 7h""%"#s(

T fi0& /t f/t/#" ' t"0ti$% f # TATA NANO

.1 S&


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C 0s/-"# 3"h$1i #

M$#8"ti0

3.9 LIMITATION OF THE STUDY

A%th / h th" si0!"#" "ff #ts h$1" 3""0 & 0" t ! %%"!t $/th"0ti! $0& #"%"1$0t

i0f #-$ti 06 th" st/&y -$y h$1" th" f %% 7i0 %i-it$ti 0s5)( H&!/ E '( 4 T' F "%4 I $'!


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CHAPTER

ANALYSISAND

INTERPRETATION


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.N.1 HAT IS THE FIRST THING: HICH COMES TO YOUR

MIND HEN YOU THINK ABOUT TATA NANO

ANS ER

Th" fi#st thi0 $3 /t TATA NANO6 7hi!h ! -"s t th" -i0& f $%% $ " # /'

:-$%" $0& f"-$%"; is ,%'


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FIGURE 1

.N. 2 INSTEAD OF PURCHASING A BIKE: ILL U PREFER TOGO FOR THE TATA NANO6

TABLE 2 A FEMALE

AGE YES J NO J CAN T SAY J2* 2+ +


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1

-

.

/

0

2

3

- *-0 - *.0 . */0 /04

AGE

RESPONSEIN%

5)6789

:;789

C


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1

-

.

/

0

2

- *-0 - *.0 . */0 /04

AGE

R E S P O N S E I N

5)6789

:;789

C


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AGE PRICE DESIGN MILEAGE

INTERIOR

SPACE

ALL THE

ABO E

CAN T

SAY2* 2+ *(


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49/84


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2


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SECONDCAR

FAMILYCAR TA I GIFT OTHER

2* 2+


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2


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2* 2+ )(+ )+(


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2


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2


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TABLE 9 A FEMALE

AGE 1-2 MONTHS2->

MONTHS>-@

MONTHSCAN TAIT

2* 2+ ),( 2*( <


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AGE 1-2 MONTHS2->

MONTHS>-@

MONTHSCAN TAIT

2* 2+ 2)(+


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TABLE 10 A FEMALE

AGE YES J NO JCAN T

SAY J2* 2+ (,


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.N.11 ILL TATA BE ABLE TO MAINTAIN THE PRICE OF TATANANO IN FUTURE IF THERE IS HIKE IN COST OF RAMATERIALS

TABLE 11 A FEMALE

AGE YES J NO JCAN T

SAY J2* 2+ )2(,


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TABLE 11 B MALE

AGE YES: ; NO: ;CAN TSAY: ;

2* 2+ 2 ()+


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.N.12 HO ILL YOU FEEL IF TATA NANO IS USED AS A

TA I

TABLE 12 A FEMALE

AGE EMBARRASS DON T CARE CANT SAY2* 2+ ,( 2 < (@2 ),(2


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.N.13 ILL THERE BE TRAFFIC PROBLEM ITH THEINTRODUCTION OF TATA NANO ON INDIAN ROADS

TABLE 13 A FEMALE

AGE YES J NO JCAN T

SAY J2* 2+ @(2) 2?(+, 22(222


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TABLE 13 B MALE

AGE YES J NO J CAN TSAY J2* 2+ ++(


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.N. 1> CAN YOU TRUST TATA NANO FOR SAFETY

TABLE 1> A FEMALE

AGE YES J NO JCAN T

SAY J2* 2+ 22(22


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TABLE 1> B MALE

AGE YES J NO JCAN T

SAY J2* 2+ )


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CHAPTER-5

FINDINGS


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CHAPTER -@

SUGGESTIONS


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CHAPTER-7

CONCLUSION

CONCLUSION

T$t$ M t #s ">'"!ts t7 7h""%"# #i&"#s t 3/y th" !$# th$t ! sts h$%f $s -/!h

$s th s" !/##"0t%y i0 th" -$#8"t( ith ./st ? '" '%" i0 )6*** 70i0 $ !$# i0


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I0&i$6 th"#" is h/ " ' t"0ti$% t /' #$&" 3i8" $0& s! t"# 70"#s 7h 3 / ht

$3 /t , -i%%i 0 t7 7h""%"#s i0 2** *,(

Th" #"s"$#!h #"s/%ts sh 7 th$t T$t$ N$0 7i%% h"%' th" ! -- 0 -$0 shift

f# - t7 7h""%"#s t f /# 7h""%"#s( KIt is $ '# /& - -"0t f # I0&i$( It

&"- 0st#$t"s I0&i$ s t"!h0 % i!$% $0& "0t#"'#"0"/#i$% $3i%ity( Th" !$# 7i%%

h"%' '" '%" - 1" f# - t7 7h""%"# t f /# 7h""%"# $0& it 7i%% %"$' f# th"

t7 7h""%"#( It f/%fi%s th" 0""& f th" ! -- 0 I0&i$0 7h $s'i#"s t - 1"

f# - $ t7 7h""%"# t $ f /# 7h""%"#(

N & /3t6 th"#" is 3#i ht f/t/#" f T$t$ N$0 3"!$/s" f & ' t"0ti$%( It is

$%s $ !h$%%"0 i0 f$!t th$t th" th"# $/t - 3i%" ! -'$0i"s $#" &"!i&i0 t

! -" i0 -$#8"t 7ith s$-" '#i!" #$0 " 3/t T$t$ h$s '' #t/0ity t t$8" th" fi#st

- 1"# $&1$0t$ "(

D/" t hi h '/3%i!ity th" $7$#"0"ss %"1"% $3 /t th" T$t$ N$0 is 1"#y -/!h(

Th" !/#i sity %"1"% is 1"#y hi h 3"!$/s" f 1"#y #"$s 0$3%" #$0 " "1"0 th$t it

! -"s i0 #$0 " f % 7"# -i&&%" !%$ss f$-i%i"s( Th" '/#!h$s" &"!isi 0s 1$#y

$!! #&i0 t $ " # /' $s '" '%" f $ " # /' 2


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UESTIONNAIRE OF TATA-TATA NANO

NAME .ADDRESS .

.

AGE ... ..

GENDER .OCCUPATION .

INCOME .

)( h$t is th" fi#st thi0 6 7hi!h ! -"s i0t y /# -i0& 7h"0 y / thi08 $3 /tTATA NANO

(((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((((

2( I0st"$& f '/#!h$si0 $ Bi8"6 7i%% y / '#"f"# t f # th" TATA NANO

)( Y"s

2( N


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)( R"&

2( B%/"


81/84

?( hi!h s-$%% !$# 7 /%& y / '#"f"# t 3/y

)( M$#/ti ?**

2( T$t$ NANO


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)


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BIBLIOGRAPHY

EB SITES

(GOOGLE(COM(TATAMOTORS(COM(TIMESONLINE(COM(TATATATA NANO(IN(REDIFF(CO

BOOKS


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BUSINESS RESEARCH METHODOLOGY BY C(R( OTHARIMAR ETING RESEARCH BY G(C BERIMAR ETING MANAGEMENT BY C(N(SONTA I(

NE SPAPERS

TIMES OF INDIAECONOMIC TIMESTHE FINANCIAL E PRESS

a study of market positioning of tata nano2

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