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The Tata Nano: The People's Car (A)
Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, Amy Case M-0768 / Published April 28, 2009 / 9 pages.
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Product Overview

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?


Learning Objectives

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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  • Overview

    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?

  • Learning Objectives

    Learning Objectives

    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