TATA NANO

TABLE OF CONTENTS
 Introduction
 History
 Rural market penetration strategy
 Failure of Tata Nano
 Future of the car
 Conclusion
RATHAN TATA WITH HIS
DREAM CAR
SMALL CAR

PRICE ELEMENT

TAKING THE LEAD

RURAL MARKET
PENTRATION STRATEGY
Rural market- heart of INDIA

Initial plan-hub and spoke model

 Strategic intend

 Innovative strategy
 Advertisement

 Village plant set-up

 special target-lower income groups

 FAILURE OF TATA NANO

 long waiting list

 Unsuitable for kaccha roads

 Small in size

 While driving it generates a sound similar to that of auto

 Cars fire problems

 It gives 15-20km/l average.

 Air-Conditioner and Audio System only in Top-End

Variant

 Not suitable for long drive

FUTURE OF THE CAR
 Replacement for two-wheelers.
 Used car dealers.
 Threat from competitors.
 Solution for traffic.
 Easily affordable
and economical.
 Replacement of
autorikshaw.
 CONCLUSION
SUCCESS OR
FAILURE????