TATA NANOA game changer or a

failure?

Introduction

• NANO CAR ? Ratan tata’s “lakh takiya car”.

• The inception Inspired by the great number of indian’s

families with two wheeler rather than the four wheeler vehicles.

•TATA ANNOUNCE NANOTata motors announced in 2006 that the nano, one lakh car will be manufactured in singur ,WB.

Dream car for the indian middle class family. Nano came to be known as “people’s car”.

Overwhelming response for advance booking.For the initial one lakh cars tata receives 2,06,703 bookings.

Expansion of indian car marketAccording to study CRISIL, nano was expected to expand the nation’s market by 65%.

Challenges

faced by nano

3Lac - 4Lac 1Lac - 1.5Lac

75K- 85k

How to manufacture nano

• Impossible to “I am Possible”.

Credit Rating Information Services of India LimitedCredit Rating Information Services of India Limited

• Land acquisition controversy Bengal government forcefully acquired agricultural land to entice tata to set up manufacturing unit.Mamta banergee’s entry and tata’s exit Farmers of singur, with the support of TMC, force tata to move out.

QUESTION RAISED ON TATA’S PROMISE

SPEED BREAKER – NANO ON FIRE!

Solutions

Decrease the size of body of car.

Fit engine at back side of car.

Use small wheels as compare to normal cars.

ARCHITECTURE

•Five states came forward offering support•Bengal’s loss = gujarat’s gain

Gujarat to the rescue

PROMISE KEPT – FIRST NANO ROLLS OUT OF SANAND

Tata’s reassuranceFree safety upgrades Personal intimation calls to nano owners

FIRE FIGHTING

SWOT ANALYSIS

• Strength 1. Lowest price.2. Easy maintenance.3. Required less space for parking.4. smooth drive.• Weakness 1. Perceived as a cheap product which repels the

aspirational customers2. Setting up of production plant in WB caused a lot of

tension3. Smaller fuel tank and Less powerful engine4. Limiter international presence

OPPORTUNITY

• 1. Capitalize on the fact that it is the most affordable car and acquire new customers

• 2. Increasing per capita income and purchasing capability of potential customer base

• 3. Introduce CNG model at the earliest and attract the public passenger car segment

• 4. Augmenting the distribution and service network in various countries

THREATS

1. Increasing fuel costs2. Competition from other big automobile giants3. Competitive products offering same level

features at a lesser price4. Product innovations and frugal engineering by

competitors5. Customer perception of a cheap car can lead to

loss of sales

WHAT’S IN STORE FOR THE FUTURE

Tata pixel

FEATURES

• Smart car.• Zero Turn Drive.• Low Carbon Footprint and High Fuel Efficiency.• Design• My Tata Connect

UNBELIEVABLE PRICE

2.5

PROMISE FULFILLED ( AWESOME )

Any Query ?