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The IUP Journal of Marketing Management
Tata Nano to Tata No-No
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This case study narrates the insightful and interesting story of Tata Nano, the world’s cheapest car. Though much applauded and publicized for the feat of having manufactured a car at an impossibly low cost, Tata Motors (the company which developed this car) faced many challenges in making this car a viable commercial proposition. This paper discusses as to what went wrong and what remedial steps could be taken to make this car commercially successful.

 
 
 

Tata Group, founded in 1868 by Jamsetji Tata, is a family-owned Indian multinational business conglomerate headquartered in Mumbai, Maharashtra. It has more than 100 operating companies and out of them 32 are publicly listed and operating in more than 80 countries across six continents. The major Tata Group companies are Tata Steel, Tata Motors, Tata Chemicals, Tata Global Beverages, Tata Tele Services, Titan Industries, Tata Communication and Taj Hotels. The combined capitalization of all the 32 listed companies of Tata Group was $89.88 bn as of March 2012 and its revenue from outside India is more than 58%.

Tata Motors Limited (formerly known as Tata Engineering and Locomotive Company – TELCO), established in 1945, is India’s largest automobile company and is among the first three in the passenger vehicles with a majority share in the compact, midsize and multi-utility vehicle segments. It is the world’s fourth largest truck and bus manufacturer and the largest auto company of South Asia. It achieved a unified growth rate of 30.1% with revenues of 43,324 cr in the first quarter of fiscal 2013, thanks to the healthy advancements in the volume of new products and increasing market share of its subsidiary company, Jaguar and Land Rover (JLR), which it bought for $2.3 bn in 2008. The unified profit of the company stood at 3,623 cr, which is a surge of 50.8%. During this period, the company’s passenger vehicle sales stood at 62,619 units. In the first quarter of 2013, Tata Motors achieved a market share of 9.8% in the passenger vehicle segment. The sales growth of Tata Motors’ luxury brands, Jaguar and Land Rover, during the period surged to 83,452 units with 34% growth. Jaguar sales stood at 11,774 units and Land Rover sales at 71,678 units during this period.

 
 
 

Marketing Management Journal, Tata Nano, Tata No-No, Tata Steel, Tata Motors, Tata Chemicals, Tata Global Beverages, Tata Tele Services, Titan Industries, Tata Communication, Jaguar and Land Rover (JLR), Tata Nano Standard, CX and LX.