The Tata Nano: The People's Car (B)
Farris, Paul W., V...
The Tata Nano: The People's Car (B)
Farris, Paul W.; Venkatesan, Rajkumar
M-0804 | Published May 20, 2011 | 2 pages Case
Collection: Darden School of Business
Product Details
In the follow-up to the A case of the same name, this case reveals post-launch results for Tata's $2,500 car. Students learn about Tata's promotion, price, place, segment, targeting, and positioning for marketing "the world's cheapest car." This case series 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. Did Tata choose the right marketing strategy? Did the Nano represent an evolution or a revolution in automobile marketing?
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