OBJECTIVEThe main objective of making marketstrategy is to increase the tata’scontribution in passenger car by increasesale by introducing new and cheap modelin market at right time.so that they cancompiet maruti and others competitor.
Before going to market strategy Ithing we need to know about ourcompetitor and their share in the market.
Before making the market strategy I think therewill be a need of little bet highlighted features ofboth the company maruti and tata nano
OVERVIEWS It was first presented at the 9th annual AutoExpo on 10 January 2008, at Pragati Maidan in New Delhi. Nano is 8 percent smaller in exterior size and but believe or not it has 23 percent larger interior space in comparison to Maruti 800. it is one of the cheapest car ever.
overview Maruti is the most reputed brands for manufacturing cars in India. Maruti Suzukilaunched its first car Maruti 800 in India. This car was introduced in the year 1984. Maruti 800 is a small, comfortable and economical car in the market. This is an ideal choice for all middle- class families.
I think overviews of both the company cars arenot sufficient for accurate conculsion and propermarket strategy.there will be need of comparison between both the company cars.
PRICETata Nano is available for 1.25 lakh – 1.92lakh (Ex showroom New Delhi). vsAlso, Maruti 800′s price is 1.95lakh-2.75lakh (ex showroom New Delhi).
SIZEThe Nano is 3100 mm in length, 8 per centshorter than the Maruti 800, but the breadth andheight of the car tell a different story. The Nanoat 1500 mm is 4 per cent wider than the 800and, at 1600 mm, is 14 per cent taller.The also claim the car is 21per cent bigger thanan 800 when it comes to inside space.
POWERThe Maruti runs on a 3-cylinder 796 cc engine,bigger and possibly smoother than the 623 cc 2-cylinder of the Nano.The maruti 800 outs 37 BHP(Boiler horsepower), while the Nano outs 33 BHP, at 11percent less power.
TOP SPEEDAlthough the Nano’s top speed(105kph) islikely to be lower than the Maruti 800’s,which can hit 120 kph, when pushed.
FeaturesTata Nano has got more space andenough legroom that even a 6 footer findsit comfortable inside rather than in Maruti800 which has less space.
FUEL EFFICIENCY The Nano will give 25 km/l which is about Higher the Maruti 800 while Maruti 800 offers 15 to 18 Kmpl.
COMPARISION Nano MarutiFuel efficent(25km/l) Fuel inefficent(16.5km/l)Price low Price high623cc 800ccMordern features Old featuresNew in Market (3 year) Old cars(2 decades)
After comparison we know about not only our weakness,strengh but also know the competiter strengh and weakness.So know there is time to effective market strategy to compiet our competiter.
1).The need to convert there engine 626cc to 800cc to compiet the maruti 800
2).The nano must come in diesel varient becouse of increase in petrol prices and huge gap between petrol and diesel prices
3).The nano must come in CNG(campresed natural gas) due to increase in petrol and diesel prices.or due to remove of all the subsidies on diesel till 2013 that will increase diesel prices
4).The should increase there milage 25km/l to 40 km/l(diesel) so that they can easy compiet their competiter.
5).All the variants of Tata Nano 2012 come with an unmatched warranty of 4 years or 60,000 kms, whichever is earlier.which is not yet earlier
6).They must be an more and more attractive shade so that easily satisfied all type of market segmentation
7).Tata Nano 2012 is available across 676 outlets. Customers can buy the Tata Nano 2012 at an extremely low down- payment, starting from Rs. 15,000, and high tenure financing (up to 60 months).
8).Last but not the least after sale services where all the competitor of maruti suzuki has not proper and huge number of service center.this is also the cause of low contributionSo to compiet the maruti and other, tata must be a range of service center to satisfied the consumer.
FEATURE Tata Motors is working hard to soon launch a new 800cc Nano at the mid of 2013. .It is being said that the more powerful Nano will retail at about Rs.2.4 lakhs (ex- showroom New Delhi) mileage figure of 40 kilometers per liter!!