Synopsis of the case

The case deals with the dream project of Ratan Tata-the Nano car and its failure with respect
to product quality, positioning and marketing strategy. The case highlights the crucial aspects
such as quality of materials used for the car, rise in standards of living of poor, political factors
affecting business environment and how the most awaited Nano car failed to deliver the
expectations both of Ratan Tata and the common man of India.
Target group
The case is intended for learning purpose only for the students of Strategic Management-II at
Indian Institute of Management Raipur.

Learning objectives and key issues

The key learning objectives are Marketing Strategy, Positioning, Understanding Customer
expectations, Managing the expectations of customers with special emphasis on product quality and
performance issues in milieu of fast changing business environment.

Teaching Strategy
This case can be used in conjunction with strategic and marketing frameworks such as Maslow
Hierarchy of Needs, PESTEL, so that a bridge can be created between theoretical and practical
examples of strategy. The case is one of the best examples of failure in strategy.