market plan for tata nano

Topics: Tata Motors, Automotive industry, Renault Pages: 8 (2380 words) Published: February 1, 2014
MARKETING PLAN FOR TATA NANO
EXECUTIVE SUMMARY
COMPANY DESCRIPTION
Tata Motors Limited is an Indian multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses, construction equipment and military vehicles. It is the world's sixteenth-largest motor vehicle manufacturing company, fourth-largest truck manufacturer and second-largest bus manufacturer by volume. Founded in 1945 as a manufacturer of locomotives, the company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra, becoming the first Indian manufacturer to achieve the capability of developing a competitive indigenous automobile1 Mission- to be passionate in anticipating and providing the best vehicle and experience that excites our customers globally. Vision-Most admired by our customers employees, business partners and shareholder for the experience and value the enjoy from being with us2. SWOT analysis of TATA MOTORS

STRENGTHS
1. One of the most established company in automobile sector
2. Wide & extensive distribution and service network
3. Good market penetration in the taxi & rental segment
4. Expert service professionals available
5. Many associations like Jaguar Land Rover, Hispaniola, Macro polo etc which increases international presence 6. Dedicated engineering and R&D department
7. More than 60,000 employees
8. Highly diversified product portfolio

WEAKNESS
1. Limited international presence
2. Sometimes faces alleged quality and durability issues
3. Not much customer engagement programs and activities

OPPORTUNITY
1. Expanding automobile market and available space for competitors 2. Increasing per capita income and purchasing capability of potential customer base 3. Leveraging customer engagement experience to acquire new customers 4. Leveraging mergers and acquisitions to acquire newer technology 5. Augmenting the distribution and service network in various countries

THREATS
1. Increasing fuel costs
2. Competition from other big automobile giants
3. Competitive products offering same level features at a lesser price 4. Product innovations and frugal engineering by competitors 34

SITUATION ANSLYSIS
PRODUCT ANYLYSIS
Tata nano has created a completely new category and continues to innovate in line with the evaluation of the market. The awesome sprit of the nano- of living life on your own terms-is depict through the colourful world of nano and the people in this world who share the brands unique attitude to do the bigger, better and differently5. Features of Tata Nano Twist

Other than the Electric Power Assisted Steering (EPAS), the new Nano Twist has been updated with a few more trendy features. A new instrument cluster now houses a driver information system as well, with digital clock, distance to empty (DTE) and average fuel efficiency (AFE) readouts. Additionally, an LED fuel gauge and coolant temperature gauge have also been incorporated. Nano XT will be available in 3 new colors – Damson Purple, Dazzle Blue & Royal Gold Colour

Nano continues to be available in 6 exciting colors –Damson Purple, Dazzle Blue, Papaya Orange, Pearl White, Meteor Silver, Royal Gold

Space and comfort
A luggage space of 80 Liters is provided in this car behind the rear seat. The rear seat is a 100% bench seat that can be folded to create additional luggage space. With the rear seat folded, the luggage space in this car is 500 Liters. The all new Nano comes with additional storage spaces such as cup holders in the floor console for Nano XT, door trims with pockets for books, magazines in Nano CX and XT, and holding space (storage) on the dashboard due to its unique shape Compare with other entry level car in India

The Nano has a splendid fuel efficiency of 25.4...
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