The Tata Nano: The People's Car (A)
Farris, Paul W., V...
The Tata Nano: The People's Car (A)
Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, Amy
M-0768 | Published April 28, 2009 | 9 pages Case
Collection: Darden School of Business
Product Details
Students identify promotion, price, place, segment, targeting, and positioning for marketing "the world's cheapest car." This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile marketing?
1. Identify market segments and choose the most viable option 2. Write a positioning statement 3. Assess cannibalization risk 4. Consider import-export potential 5. Determine fixed versus variable components of the marketing mix and their effect on pricing
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