Business Case Studies & Business Publications

The Tata Nano: The People's Car (A)

Farris, Paul W., V...

Case

The Tata Nano: The People's Car (A)

Farris, Paul W.; Venkatesan, Rajkumar; Kishore, N. Raghu; Lemley, Amy

M-0768 | | 9 pages Case

Collection: Darden School of Business

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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