The Tata Nanno: A Case Study In The Indian Market

1978 Words8 Pages
3 RESEARCH OBJECTIVES
The Tata Nano is one of the most puzzling products that were introduced in the Indian market. Even though the cost of the car was low, it was still not a successful product in the market. This research tries to find out the cause of this paradox.
One of the objectives of the research is to understand and find out the reasons for the failure of Tata Nano. The research will try to answer the question if Nano was a marketing strategy failure or a product design failure. A product that fails in the market because it is not able to attract significant customer base is a marketing failure and a product that fails because of inefficiency in design and materials is a product failure.
Another objective of this research is also
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The proposal will try to better come to conclusion if the company can get involved in a market segment of cars between two wheelers and compact, cheap cars like the Alto. Customers’ tastes and preferences like quality, car’s status, price affects the purchase of the cars in the market.

• What are the product factors that lead customer to reject Tata Nano?
The research will provide a better insight into the factors that lead customers to reject Tata Nano. This question will figure out if the company was lacking in marketing strategy or there was a deficiency in product design strategy of the company.

• What are the factors for customer to either consider or not consider Nano as a potential vehicle for buying?
Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels. These are typically the marketing factors that make Tata Nano an order winner in the market. The perception can also be influenced by the design, material quality, effectiveness and value for money of the product. This question will seek to answer these questions from the
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It will help in intuitive business decisions in any car segment and in some cases, any manufacturing segment.
6) Customer perception of cheap price and its relation with the quality of the product will help in predicting customer behavior and effective sales forecasting.
7) The research is a benchmark for future research in cheap car segment. It will give a structured approach to target specific nitty-gritty in the evaluation of the segment.
8) The study will help investors in analyzing the risk and return associated with car industry.
9) The utility-cost matching can be done effectively to fix prices for any new car introduced in future.
10) The various operational and planning problem associated with TATA NANO will help in outward look for any firm 's business decisions and future expansionary policy as in this case.
11) The study reiterates the need for business research in operations and marketing before actually venturing into the business. Business research is the first step towards any new business plans.
12) The marketing strategy involved in promoting a new car to the segment who is new to the car industry is studied. It will help in understand and building new market strategy for new segment in
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