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CASE STUDY STUDY ON “TATA-NANOVATION” Submitted to: Mr. Shakti Dodiya Submitted by: Prajapati Vishvani (45) Rava Shipa (4!) Sa"ena Smruti(4#)

About TATA motors

Established in 1945, the company is top 1 automobile manufacturer manufactur er in India, world’s 4th largest truck manufacturers and world’s world’s third largest  bus manufacturer. manufacturer. ata motors has produced produce d ! sold more than 4 million cars in India so far. It has more than "5### employees, 45## engineers and scientists and with $!%.

ata ata launched laun ched &' &'' I(%I)'* I(%I )'* India’s Ind ia’s largest largest selling car, which is India’s first fully indigenous car. In "##5, they created new segment mini trucks with the launch of &'' ')E*. In +an "##, '' un-eiled its &eople car* , ''  ('(/ the cheapest cheapest car 

Business Models for TATA NANO

%ream of 0ri $''( '', a car cheap enough for motor cycle buyers. or this pro2ect, '' adopted “COLLABARATIVE APPROACH”, which usually belie-es in -ertically integrated approach and company belie-es it could do e-erything better than others

NE !"ODUCT DEVE#O!MENT

IDEA SCREENING

hree ma2or re3uirements of '' otor’s engineers is ow cost 6 1,##,###7 Emission (orms 'cceptable performance standards6 4 wheeler7

Com$%n& 'ener%ted se(er%l ide%s) su*+ %s,

' scooter with two more back wheels for  better stability. 'n auto rickshaw with four wheels8 ' four wheeled rural car8 ' four wheeled open car with safety side bar8 ade with openings like auto rikshaw8 'nd so on :ut market wanted a )'$ and not something people would say &hat’s 2ust a scooter with four wheels or auto;ricksha with four wheels*

BUT .+%t t&$e of $rodu*t///// he car has to be built on a different platform as compared to the con-entional one. It must meet all the safety and regulatory re3uirements. he car has to be designed so that it can be eu2arat because of strike.&?ence company was unable to deli-er cars to first  buyer’s in time* ew fire incidents and resulted media sensiti-ity.  (egati-e word of mouth from non targeted customers who  bought the car. ositioning as &worlds cheapest car* was actually a disaster in global market.

 

S$%& 'naysis

 !orters 2(e for*e %n%l&sis for T%t% N%no

3T+re%t of Ne. Entr%nts

4"i(%lr& Amon' e5istin' 1irms

6T+re%t of substitutes

7T+re%t of b%r'%inin' $o.er of bu&er

8T+re%t of b%r'%inin' $o.er of su$$lier

S&P 'naysis

 

CASE :UESTIONS

3 ;o. do &ou (ie. T%t%N%no %s %n inno(%tion / A diet +&$e %nd t+e 2rst mo(er %d(%nt%'e) it %$$e%rs t+%t *om$%n& +%s not %ble to *%s+ u$on in/ do &ou %'ree .it+ t+is/ +%t %re t+e re%sons for t+is/

Aes, '' //$0 was unable to cash upon it. :ecause, he annual sales e