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Tata Nano is the cheapest car in the world. It is sold in home country India
around Rs 1 Lakh i.e. approximately (USD 2000). It is manufactured by Tata
Motors Limited, which is the largest automobile company in India. It’s
Chairman, Mr. Ratan Tata envisions Tata Nano to become a “People’s car”
which is affordable by almost everybody.
Tata Nano was first launched in India on 1st April 2009 and was expected to
be in Indian market by July 2009. Since it was launched, it created a huge
buzz all over India. Within the first two days of launching, it received 5500
booking. The figures keep increasing every day.
The company is targeting lower income group with family, first-time buyers
of car (fresh graduates) and motorcycle owners.
LITERATURE REVIEW
Tata Nano is the first in the segment of very-small cars and thus is poised to
gain some first mover advantage. But given the massive opportunity in the
market and the changing demographics, it can get fierce competition from
many a car manufacturing companies. For instance global auto major Toyota
is said to be entering the segment with India as the staring point. Besides it,
Renault-Nissan with a partnership with Bajaj Auto, Volkswagen, and a few
more companies are looking to venture into this segment. But before other
players enter the very small car segment, Nano can get a stiff competition
from existing small cars like Maruti-800. After the announcement of Nano,
almost all carmakers have reduced the prices of their cars. Given the
scenario of the competition in the market, it only seems appropriate to take
in the consumer perception of the competitor as a dependent variable.
In 2008 the FINANCIAL TIMES reported: "if ever there were a symbol of
India’s ambitions to become a modern nation, it would surely be the Nano,
the tiny car with the even tinier price-tag. A triumph of home-grown
engineering, the $2,200 (€1,490, £1,186) Nano encapsulates the dream of
millions of Indians groping for a shot at urban prosperity."
OBJECTIVE
The aim of this study is:
1. The present consumer perception of the TATA NANO
2. To find its future potential.
3. To analyse the strengths and weaknesses of the TATA NANO
RESEARCH METHODOLOGY
DATA COLLECTION:
There are two types of data collection methods used in this project report
1. Primary data
2. Secondary data
Primary data collection method is used in this report for observing consumer
perception for TATA NANO and approaching the customers directly to
compare their views and opinions. For this purpose I have prepared a
questionnaire.
QUESTIONNAIRE:
Dear respondents
1. NAME: _____________________
2. AGE: ___________________
3. DESIGNATION: _____________________
Q1. What is the first thing that comes to your mind when you think
about the TATA NANO?
a) Economical
b) Cheap
c) Affordable
d) Compact
Q2. Instead of purchasing a Bike, will you prefer to go for the NANO?
a) Yes
b) No
c) Can’t say
a) Red
b) Blue
c) White
d) Yellow
e) Silver
Q5. Do you think NANO is a people's car?
a) Yes
b) No
c) Cant say
a) Yes
b) No
c) Cant say
Q7. If the price of nano rises, would you still purchase it?
a) Yes
b) NO
c) Cant say
a) Yes
b) No
c) Cant say
a) Yes
b) No
c) Cant say
ANALYSIS
I. STRENGHTS:
a) Low price
b) Stylish
c) Eco-friendly
d) High Fuel efficiency
e) Tested successfully for crumple zones
II. WEAKENESSES:
a) No modern facilities (ABS, PS, AC etc)
b) Less boot space
c) Poor engine controlling and hence overheating
d) Not fit for hilly terrains
e) Poor traction control
CONCLUSION
REFERENCES
1. http://google.co.in/
2. http://wikipedia.org/
3. http://www.tatamotors.com/
4. http://www.tatanano.org/
5. http://www.indiareviewchannel.com/