Tata Nano Market-Entry Report
Market-Entry Report
Addressed to Tata Motors & Partners
Business Communication
Table of contents
Page | | Introduction | | SWOT-Analysis * Strengths * Weaknesses * Threats * Opportunities | | Marketing strategy | | Conclusion & Recommendations | | Bibliography | |
Introduction
Tata Nano has invented a car that has a couple of strong competitive advantages. The most important advantage is that the car is relatively cheap and therefore affordable for more people than regular cars like Volkswagen and Ford. But does this competitive advantage also apply for the Dutch market? In the following market-entry report this will be analyzed through a SWOT-Analysis. But first some background information of the Tata Nano will be clarified. Furthermore a market-strategy will be proposed and the report will be concluded with recommendations.
Background information
In 1935 Tata Motors was established in India. At first the company was a locomotive manufacturing unit. In 1954 the company started to produce their first commercial cars. But their main focus was still at trucks, not at commercial cars. In 1986 Tata Motors began to establish the image they have nowadays. Their first light commercial vehicle was launched that year and in 1990 Tata Motors began its expansion in the car market. With the Tata Sierra, Tata Motors produced their first passenger vehicle. This car was followed by the Tata Estate in 1992, Tata Sumo in 1994 and Tata Safari in 1998. Though these cars did not had the success Tata Motors was hoping for. The first big success the company had was by launching the Tata Indica on the market. This was India’s first fully indigenous passenger car. The reason for this was the car being inexpensive and easy to build and maintain. This car was even exported to countries like Italy and the UK. This was when Tata Motors decided to keep on producing cheap cars and make it their trademark. After the Tata Indica, the
Addressed to Tata Motors & Partners
Business Communication
Table of contents
Page | | Introduction | | SWOT-Analysis * Strengths * Weaknesses * Threats * Opportunities | | Marketing strategy | | Conclusion & Recommendations | | Bibliography | |
Introduction
Tata Nano has invented a car that has a couple of strong competitive advantages. The most important advantage is that the car is relatively cheap and therefore affordable for more people than regular cars like Volkswagen and Ford. But does this competitive advantage also apply for the Dutch market? In the following market-entry report this will be analyzed through a SWOT-Analysis. But first some background information of the Tata Nano will be clarified. Furthermore a market-strategy will be proposed and the report will be concluded with recommendations.
Background information
In 1935 Tata Motors was established in India. At first the company was a locomotive manufacturing unit. In 1954 the company started to produce their first commercial cars. But their main focus was still at trucks, not at commercial cars. In 1986 Tata Motors began to establish the image they have nowadays. Their first light commercial vehicle was launched that year and in 1990 Tata Motors began its expansion in the car market. With the Tata Sierra, Tata Motors produced their first passenger vehicle. This car was followed by the Tata Estate in 1992, Tata Sumo in 1994 and Tata Safari in 1998. Though these cars did not had the success Tata Motors was hoping for. The first big success the company had was by launching the Tata Indica on the market. This was India’s first fully indigenous passenger car. The reason for this was the car being inexpensive and easy to build and maintain. This car was even exported to countries like Italy and the UK. This was when Tata Motors decided to keep on producing cheap cars and make it their trademark. After the Tata Indica, the