Problem was the incentives that tata motors secured from the gujarat government were limited to the production of only nano. Six hundred and ninetytwo acres had been acquired by paying rs. Case study on tata nano project management paradise. The case raises questions around breaking the pricequality barrier and changing.
But if the acquisition of land for the tata project was found to not serve. Keywords tata nano, consumer psychology, firsttime car buyers srusti. Ratan tata is one of the leading indian industrialists, ex chairman of the largest indian conglomerate, tata group of companies. For the tatas, the dream car project soon turned out into a nightmare, when in. Tata motor was so confident about nano, they thought this is going to be a massive success. Tata nano, in a few years time, could adversely impact the second hand car market and reduce the price of second hand cars by around 20 to 30% and their sale by 35% reuters 2008. The case focuses on the translation of ratan tatas chairman of tata motors vision of a safe affordable car for the masses by ravi kant, managing director of tata motors into the nano project.
Whats the environmental impact of 14 million more cars in india. Apart from the nano plant, the tatas will also build a research institute in agriculture and a marine biology institute, beneficial for gujarat and lead to further development and growth in the state. John neff, tata nano tanking used car market in india, february 8, 2008. In november, while overall auto sales in indias booming economy rose more than 22%, tata sold only. Tata nano is the best example of positioning and repositioning where both. Project report on tata nano free download as word doc. Case study on nano project it also gives answer to why ratan tata has selected only singur for manufacturing. The dilemma of success tata nano was a runaway bestseller left tata motors. Tata motors download and upload project reports related to tata motors. Tata, ministers of the gujarat government, top officials, vendor. But protests severely disrupted work at the nano plant and it finally ground to a halt on 2 september 2008.
Marketing research project on tata nano slideshare. The easy shift makes driving a breeze in crowded streets of india. The project lost money, as confirmed by former tata sons chairman cyrus mistry and by. The image consumer segments from a to e want to project has nothing to do with being the cheapest in the world. Tata nano worlds cheapest new car is unveiled in india tata motors, one of the indias biggest car companies recently launched their long awaited one lakh rupee car in india with the name tata nano. Its been a rough season for tata motors muchpublicized peoples car, the nano. The powertrain was a 624cc sohc petrol, rear engine and rearwheel car with a manual gearbox that gave a very commendable 25 kilometers per liter. Tata nano, pet project of the chairman of the tata group mr. But, lets first look at the small car itself the specifications. Deepika worked with her colleague sriram rajann at the indian business school, hyderabad to unearth fascinating nano facts to develop the case. With the launch of tata nano, it became the worlds cheapest car. But it fails and become one of the most disaster product in the history of marketing in this article, i will discuss the 5 big reasons for tata nano failure and tata nano failure case study. Pdf customer satisfaction of tata nano researchgate. The tata nano project is estimated to provide 10,000 additional jobs in the.
Tata mentioned his frustration with the opposition movement at singur project led by trinamool congress chief ms. Tata motors limited reserves the right to make changes in design and specifications andor to. Studying the turbulent twoyear journey of tata nano in the indian markets, asb faculty, deepika g. The tata nano lessons and issues in project management. Tata motors would have to sell 2,50,000 nanos a year to avail of these incentives. Designed to lure indias burgeoning middle classes away from twowheelers, it received much publicity. But, the fourdoor hatchbacks key selling point was its price. Nano plant tata group chairman ratan tata and west bengal cm buddhadeb bhattacharjee jointly announce the plan for the nano plant. The project to create a 1 lakh rupees 3000sgd car began in 2003. Why the failure of the nano has been a success nextbillion. While tata motors had been offered financial incentives to locate to west bengal, the company also wished to play an active role in the reindustrialization of the state and contribute to the economic development of the region. It is indias largest automobile company, with standalone. C e r t i f i c a t e this is to certify that the project title effect of declining market on tata motors is a bonafide work carried out by divya kirola student of specialization of master business administration, noida for fulfillment of a project report. Pdf the aim of this research customer satisfaction of tata nano is to know.
As the editor of auto car india points out, tata added insult to injury in that the topend nano model was priced at about 200,000 rupees two lakh while still being perceived as a one lakh value. The critics initially derided the concept mainly on the basis of the price. The new tata nano genx with automated manual transmission amt is india most fuel efficient petrol car with best in class features. According to tata, nano has a roomy passenger com partment with generous. In late january 2009, tata motors was reeling under a severe business and financial crisis. Motors limited is a leading global automobile manufacturer of cars utility vehicles buses trucks and defence vehicles.
If you continue browsing the site, you agree to the use of cookies on this website. Case study on tata nano amrita vishwa vidyapeetham. On october 3, 2008, after a brief meeting with the chief minister, ratan tata declared his decision to move the nano project out of west bengal. Tata nano singur controversy refers to the controversy generated by land acquisition. The tata nano project making of the worlds cheapest car. Pgdfmp 5 pgdom 5 pgdhrm 5 dim 5 pgdmm 5 pgdfm 5 pgdim 5 pgfm 5 2019 assignment for nmims 495 nmims customize assignment 495 pdf 476 free 474 cheap 474 lifestyle product 471 study material 459 financial services 448.
Tata strategic management group tata industries tata group. Tsmg works closely with the chairmans office and the leadership of tata group companies to develop and support implementation of the groups business strategy. Her work is found to be satisfactory and complete in all respect. Ms banerjee responded by referring to actions by tatas. The case discusses the making of tata nano, the worlds cheapest car, manufactured by india based tata motors. Tata motors brand new plant for the tata nano at sanand, in ahmedabad district of gujarat, was inaugurated today by the honourable chief minister of gujarat, mr. Since launching,it has created a huge buzz all over india. Page 7 of 17 case study on tata nano aman ahuja a3906415445 history of tata nano the idea of tata nano came to mr. Tata motors was established in 1945 as tata engineering and locomotive co. Tata motors download and upload project reports related. Ratan tata was a car which was expected to change the face o f automobile sector in india.
Pdf students identify promotion, price, place, segment, targeting, and positioning for. Even as debates are reportedly raging within the tata group regarding a sustainable future for chairman ratan tatas dream car nano, maruti suzuki chairman r c bhargava today said the project failed because it could not meet the aspirations of the consumers in totality. Swot analysis of tata nano and why it failed to deliver. Discuss case study on tata nano project within the miscellaneous projects forums, part of the publish upload project or download reference project category. New product development,tata nano free download as powerpoint presentation. The now abandoned tata motors project in west bengal has a number of. The tata nano is the cheapest new car in the world. Marketing research project on tata nano slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. It was tata group supremo ratan tatas dream project to bring. The critics initially derived the concept mainly on the basis of the price target. As part of the tata group, tata motors has been a strong part of the indian history. The tata nano has been subsequently launched, as planned, in india in march 2009. The case highlights the problems faced by tata motors, the largest automobile company in india.
Tata nano is made a budget friendly car and it was launched on a price tag of one lakh rupees rs. States for the location of tata motors nano automobile complex, fell. Narendra modi, in the presence of the chairman of tata sons and tata motors, mr. Project report on tata nano vehicles automotive equipment. Swot analysis of tata nano the article delves on the fact that tata nano has failed to achieve its sales figures and carries out a tata nano swot to find out the reason price itself was a major strength factor for the mini magical vehicle which created a sensation all over the world. According to tata, nano has a roomy passenger compartment with generous leg space and head room, and it can comfortably seat four persons. The story of tata nano a different perspective techhoot. This car was targeted to be bought instead of motor cycles by the middle class people. Tata nano was first launched in india on 1 st april 2009and expected to be in indian market by july 2009. The car was the result of a five year research and development project carried out by tata nano development team. The tata nano is a compact city car that was manufactured and marketed by indian automaker. Tata motors in trouble business strategy case studies. The case explains the design and development process of tata nano.
The case explores how tata motors, indias largest automobile company, developed the nano, the worlds cheapest car. Ratan tata kept his promise and delivered the nano almost at its target price, forcing global car makers to take challenge. Tata strategic management group tsmg is the strategy centre of excellence for the tata group. Tata motors then decided to retool the factory to accommodate new products like tiago, a hatchback. A development, which signifies a first for the global automobile industry, the nano brings the comfort and safety of a car within the reach of thousands of families. The price of tata nano deliberately makes it a close substitute to some products in the two wheeler market. A number of things contributed to the tata nanos failure.
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