tata nano- the people’s car final

8/8/2019 Tata Nano- The Peoples Car FINAL

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Tata Nano- The Peoples Car

Prathibha

Prerna

Ragini

Ritu

Prayag


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Introduction

Ratan Tatas dream in 2003- Producing a safe,

affordable car for the common man

Debuted at the 9th annual Auto Expo on

January 10, 2008, New Delhi

Commercial launch: March 23, 2009

Worlds cheapest car with a price tag of Rs

1,00,000

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Tata Company Chairman Ratan Tata announces the newly launched TataNano at the 9th Auto Expo in New Delhi, India, Thursday, Jan. 10, 2008.

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Nanos Description

The car itself is expected to boost the IndianEconomy, create entrepreneurial- opportunitiesacross India, as well as expand the Indian carmarket by 65%.

The project has become India's claim-for-fame inthe international-media.

Nano compared with Henry Ford's Model T

launched exactly 100 years earlier, in 1908. Mass-manufacture the Nano, particularly the

electric-version, and, besides selling them inIndia, to also export them world-wide

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Market Analysis

Besides lower middle class in India, it can be

sold in Pakistan, Nepal, Bangladesh and even

Africa.

The low price makes the car affordable for

families with incomes of Rs 1 lakh per annum.

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Market Analysis (Cond)

Costing:

As volumes go up, so will the returns.

Capacity of 2.5 lakh cars a year, upgradeableto 3.5 lakh cars a year

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Customer Analysis

Customer Segment:

The Great Indian Middle Class

Upper,

Middle and

Lower

Students and working ladies

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Competitor Analysis

Five segments that could be affected by Nano (Direct)

1. Entry level car segment

2. Used car market

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Competitor Analysis (Cond)

Indirect competitors:

Two Wheeler Segment

Three Wheeler Segment Taxi Segment

Metros

Local Trains

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Competencies of Tata Nano

Tata a valuable global brand

Innovation: Modular design (Kit Car), creatinga unique distribution channel

Nanos components- 90% outsourced and 75%single sourced

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What makes it so cheap?

The Tata Nano uses plastics and adhesives ratherthan welding.

introducing the car with an artificially low price

through govt-subsidies and tax-breaks, using vertical-integration,

partially using inexpensive polymers orbiodegradable plastics instead of a full metal-body.

It has no AC, no power steering, no powerwindows, no power bells and whistles.

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SWOT

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Strengths: Price, mileage, style, brand name, first

innovation.

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eakness: Fiber body, low suspension power, lowengine capacity, light vehicle, not suitable for hilly

areas.

Opportunity: Bikers can be motivated, auto rickshaw

& second market can be motivated.

Threats: Competitors.


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Thank You !

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tata nano- the people’s car final

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