Tata NANO Enter The Chinese Market Case Study
1. Introduction
The objective of this research is to discuss the feasibility of the Tata NANO to enter the Chinese market through the present situation of in-depth investigation and study Chinese low-end car consumption market, combined with the study of "Multi-National Corporation management" and knowledge of international marketing. Thus the company can formulate specific and feasible marketing strategy, trying to open the Chinese market.
2. Company background
The NANO is India’s Tata Group's latest car, which is recognized as world's cheapest car. The price of $2500 US dollars is very attractive, there is no car in produced in China as cheap as NANO (T. Friesner, 2014). NONO saves expenses to the extreme from engines to other raw materials. There is no air conditioning, no power steering, no radio and no mirror on the passenger’s side, there is only one rain wiper. Moreover, there is no anti side impact protection beam, no bumper as well. In order to reduce weight and save the cost, there is no inner tube in NANO automobiles’ tires; for ease of assembly, NANO has used adhesive technology to replace the traditional welding, only equipped with an oil meter, speed meter and gas lamp. Upon release, NANO has caused a great sensation in the world automobile market, the media said that this is a car revolution (M. Bhupta, 2014).
3. Country background
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Bhupta,
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