The document provides a strategic management presentation for a new electric vehicle called the Tata Cielo. The presentation outlines the company's mission to build the world's best cost-effective and eco-friendly car. The objective is to pioneer eco-friendly mobility solutions and build sustainable, cost-effective cars that deliver exciting innovation. Issues with Tata Nano's brand positioning around cost, quality, and safety are identified as a problem statement. A SWOT analysis and competitor analysis of other electric vehicles are also included.

1. Strategic Management Presentation
Presented by :
I- 33 Harsh Vardhan Singh
I-34 Himanshu Rane
I-36 Ankita Jain
I-38 Roshan Kale
I-40 Kunal Gosavi
I-42 Clive Lemos

2. Mission
To build worlds best cost effective and eco-friendly car to
enrich quality of life
Vision
Objective
Pioneer of eco-friendly mobility solution for a better
everyday life.
• To build sustainable, cost effective car.
• To Achieve sustainable financial performance.
• To deliver exciting innovation

3. Tag line
• Genuinely Green
Jingle
TATA CIELO
Value Proposition
1. Functional- Eco-friendly everyday car
2. Economical- sustainable and cost effective
3. Emotional- Enrich quality of life

4. Problem statement
• Improper brand positioning of Tata Nano
Pain areas:
1. Cost and Quality
2. Road
3. Catching fire
4. Service-related problem

5. Other Reasons :-
• World’s cheapest car tag line( by default branding)
• Failed to generate positive rebuttal of negative marketing campaign
• Wrong positioning
• Inflation (as price increases because of relocation)
• Failed to create relational value because of late delivery

6. Situational Analysis :-
SWOT
STRENGTH
1. eco-friendly
2. Low cost ownership
3. Cheaper to run
4. Energy savings
5. Simpler mechanism
WEAKNESS
1. Need time to recharge
2. Lack of recharging infrastructure
3. Batteries change is expensive
OPPORTUNITY
1. Government subsidy for
ownership
2. No congestion charge
3. Lower taxes
4. Increasing fossil fuel cost
THREATS
1. Competition in form of electric
hybrids, alternative fuel,
hydrogen-powered cars
2. Rise in cost of electricity

7. Competitor Analysis
1. Atom motors ‘Graphene-22’ (to be launched)
2. Hyundai Kona Electric
3. Mahindra e-Verito
4. Mahindra e2o
Industry Analysis
1. The global electric vehicle market was valued at $118,864.5 million in
2017
2. Growing at a CAGR of 22.3% from 2018 to 2025
3. The demand for electric vehicles is governed by increase in demand for
fuel-efficient, high-performance, and low-emission vehicles

8. THANK YOU