INTRODUCTION• Tata Nano is the cheapest car in the world.• IT is manufactured by Tata Motor Limited, the largest automobile company in India.• Mr Ratan Tata envisions that Tata Nano to become a “People’s car “ which is affordable by almost everybody.• Within the first two days of lunching, it has received 5500 booking. The figures keep increasing every day since the launching.
IDEATION• According to Ratan Naval Tata (Chairman of Tata Group), the need for an innovation like Nano has got to do something for the people of India and transport. Unavailability and poor quality of mass transport is a common problem in India. In a two wheeler, father driving with elder child standing in front and wife behind holding a baby is norm in this country. Thus, this is a relatively an unsafe mode of transporting a family. Thus, with this in mind Tata Nano was created as a safer form of transport.
OBJECTIVES• Want to achieve 25,000 units of sales gaining ….market share % get from market size• Want to achieve 10% increase in quarterly basis• Want to make transport easily available to common man.
Promotion• Promotion Tag line‘Have Fun, Pay Less, get more with Tata Nano’Advertising Program• Online Advertisement –www.tatanano.com• No other advertisement to lower cost of nano
Product Review• Stylish and comfortable• Fuel-efficient engine• Meets all safety requirements• Meets all safety requirements
TARGET MARKET• The company is targeting lower income group with family• First-time buyers of car (fresh graduates)• Motorcycle owners.
Positioning• Tata Nano will position itself as the world cheapest car and yet does not compromise the quality, safety and environment. This positioning will be achieved by leveraging Tata Nano’s competitive edge: industries experience from the parent company Tata Motor who has been in vehicles industries (commercial, passengers & utilities) since 1945. Tata motor has good supplier-manufacturer relationship with more than 100 components
What makes Nano so cheap
Break even analysis• Break even analysis indicates that 3369 unit or $ 46,168,776 will be required in monthly sales revenue to reach the break even point.• Table: Break Even Analysis• Break even analysis : 100000• 90000 80000 70000 60000 50000 fixed cost 40000 total cost total revenue 30000 20000• Monthly unit break even 336910000• Monthly sales break even 0• $46,168,776 1000 2000 3000 4000 5000 6000 7000• Monthly unit production 6083
Difficulties and risks• Slow sales resulting less than projected cash flow• Unexpected and excessive cost increase compared to the forecasted sales• Significant economic downturns
Drawbacks• Body of the car is made of plastic• Fuel tank capacity just 30 ltrs• Already cases of the car catching fire• Lack of all safety features such as no disc brakes, engine is on the rare side so head on collision will have a greater impact on passenger, body is made of superlight material almost resembling fiber material