Anand Mishra

Tata Motors Limited formerly TELCO 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 and coaches. It is the world's eighteenth-largest motor vehicle manufacturing company, fourth-largest truck manufacturer and second-largest bus manufacturer by volume

Tata entered the commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of Germany. After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier 'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle).

Tata Motors has vehicle assembly operations in India, the United Kingdom, South Korea, Thailand, Spain and South Africa. It plans to establish plants in Turkey, Indonesia and Eastern Europe.

Tata Motors' principal subsidiaries include Jaguar Land Rover, Tata Daewoo and Tata Hispano

The Tata Group has always sought to be a value-driven organization. These values continue to direct the Group's growth and businesses. The five core Tata values underpinning the way we do business are: •Integrity•Understanding•Excellence•Unity•Responsibility

The Tata Nano is a proposed city car debuted by India's Tata Motors at the 9th annual Auto Expo on January 10, 2008 at Pragati Maidan in New Delhi, India. Called the people’s car in Tata's promotional material, it was projected to be the least expensive production car in the world. The standard version of the Nano is projected to sell for Rs. 100,000 (approximately US $2500, GBP 1277, or € 1700) , not including fees or delivery. Newsweek identifies the

Newsweek identifies the Nano as a part of a "new breed of 21st-century cars" that embody "a contrarian philosophy of smaller, lighter, cheaper" and portend a new era in inexpensive personal transportation —and potentially, "global gridlock". The Wall Street Journal confirms a global trend toward small cars, led by the Nano.The prefix "Nano" derives from the Greek root 'nanos', meaning dwarf — as with nanometer. "Nano" also means "small" in Gujarati, the native language of the Tata family, founders of the Tata Group.

Reactions about Nano

"It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an upgradation for an auto wheeler rider to by a car now.“ Rajesh Jejurikar, Managing Director, Mahindra and Renault's.

"It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment.” Said Jagdish Khattar, Former MD of Maruti Udyog Limited

FREQUENCY PERCENTAGE

Standard (Without

AC)

163 54.33

Deluxe (With AC) 137 45.66

TOTAL 300 100%

Perception of Respondents about model of “NANO”.

The above graph shows the preference of the respondents regarding two different model of “NANO” car while purchasing. Here from the above graph we can see that the No. of respondents who’s given their preference for car model are equally for each model. Respondents who are like to go with Standard Model are 163 with 54.33% and respondents who prefers Deluxe Model are 137 out of 300 with 45.66%

Showing respondents perception to purchase “NANO” within 1 to 2 year

No FREQUENCY PERCENTAGE

Yes 213 71.0

No 77 25.66

Can’t Say 10 3.33

TOTAL 300 100%

213

77

10

71

25.663.33

0

50

100

150

200

250

FREQUENCY PERCENTAGE

Do you plan to buy a “NANO” in the next 1 to 2 year ?

YES

NO

CAN'T SAY

The above graph shows the respondents ratio who want and who do not want to buy “NANO” in the next 1 to 2 year. There are 213 respondents with 71% are planning to buy “NANO” in the next 1 to 2 year. Where as 77 respondents with 25.66% like to buy “NANO” after 2 year period. There are less no. of respondents are still not think to buy “NANO” in the next 1 to 2 year with 3.33%.

StrengthsMarket Penetration Pricing, One Lakh CarDiscover New Market (low Segment)Block Buster ProductReputed Company – TATA Motors Pvt.Ltd. 

Weakness

Engine in back Side

Not Suitable in rural areaSpeed constraint factor

OpportunitiesTATA motors plan to launch Europa similar to NANO in European Market.

ThreatsLow Segment Car Sale of second hand vehicle Other companies like Bajaj Reno, Mahindra and Renault plan to launch low segment car

I have found in my study that most of the respondents who like to go for TATA’s “NANO” belongs to income group of 5000 to 15000, so it can be said that “NANO” will be most welcome by this income group of people.

Most of the respondents who belongs to the Private Sector or Govt. Sector having greater acceptancy level for “NANO” and they would also like to go for “NANO”.

I have found that all the respondents covered under my study are well aware about TATAs “NANO”.