Group 2Presentation Presented by:

Abhaya Raj Sharma (B25)Radhika Rani Kashyap (B26)Aashima Chauhan (B27)Prateek Tyagi (B28)

TATA NANO

TATA nano – “Khusiyo Ki Chabi”

Parent Company Tata Motors

Category Hatchback

Sector Automobiles

Slogan Khushiyon ki Chabi

USP Most Affordable car in the Indian automobile market

STP in brief…

Segment Hatchback segment for middle class

Target Group Targeted towards the families belonging to middle class segment

Positioning Positioned as the cheapest and most affordable car

SWOT ANALYSIS

Strengths:

1. Very Affordable price2. Traffic friendly (easy to drive even in heavy traffic)3. Innovative engineering providing better facilities than the same segment cars4. Low maintenance and handling cost5. Good fuel efficiency6. A “common mans” car

Weaknesses:

1. Perceived as a cheap product 2. Safety issues3. Smaller fuel tank and Limited power engine4. No International presence5. Not suitable for hilly regions

Opportunities:

1. Capitalization of the main fact2. Increase international market presence especially Europe3. Attracting Maruti customers (as production of Maruti 800 is stopped)4. Providing appealing options at affordable price range5. Correcting possible weakness points

Threats:

1. Increasing fuel costs2. Competition from big automobile giants3. Competitive products offering same features at a lesser price4. Product innovations and economic engineering by competitors5. Customer perception of a cheap car 6. Extremely Dynamic Consumer Behavior

PESTLE ANALYSIS TATA NANO

PESTLEP ( POLITICAL)E (ECONOMICAL)S (SOCIAL)T (TECHNOLOGICAL)L (LEGAL)E (ECOLOGICAL)

POLITICALa) Tax reduction is applied to specific vehicle segment

a) Utility vehiclesb) Multi purpose vehicles

b) Growth of export in the industry is strong in Asia and Africac) FDI rules have been open to allow the business to prosper the countryd) Labour regulation should be closely monitored specifically if doing business

with other countries (i.e. any acquisitions and joint venture)e) Different part or religion India offers incentives such as Taxes and Excise

Duty benefits

ECONOMICALFaster automotive market in AsiaGlobal recession had an impact on the industry and caused funding

to be limited, this would also have an impact on plants that have employees being represented by Unions and so eliminate jobs to due low productivity

Pricing and Currency would have an affect on the production of vehicles and would define on its worth of exporting to the other countries

SOCIO CULTURALI. India has population 1.14 billionII. The focus is to how to serve the bottom of the

pyramid is quite crucial as they represents about 250 to 300 million people of the Indian population

III. By 2020 disposable income will grow insignificantly allowing the population to have a greater purchasing power

TECHNOLOGICALIndia has approximate 4 million vehicles on Indian roads this shows that infrastructure is there and has a potential for industry to grow

Qualified engineers in India have allowed the industry to focus on R&D initiatives and focus on how o build innovative products

LEGAL1. The end result of the production of the

vehicle has to follow regulatory and safety requirements

2. Numerous Patent to small cars

ECOLOGICALoThis industry is building vehicles that are

environmentally friendly which would that if product is cheap it would attain such requirements.oDepending on the country in this case India there

is specific environment requirement, and if not will it meet the needs of the other country.