Tata Nano Marketing Strategies
The Tata Nano Marketing Plan Strategies
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Hao Yang (Vince) ID 0558603
Kwantip Khammuang (Kwan) ID 0558633
Narisa Keyuraphan (Beau) ID 0558832
Marketing Management (MKT 300)
Instructor: Prof. Hank Pruden
12/15/2009
Table of Contents
I. Company Analysis II. Situation Analysis a. SWOT Analysis b. Product Analysis c. Competitor Analysis 1. Toyota Company • Strengths / Weakness 2. Honda Company • Strengths / Weakness III. Market Segmentation a. Demographics b. Psychographics c. Behavioral IV. Strategic Planning a. Marketing Objective b. Financial Objective c. Target Market d. Competitive Advantage e. Positioning and Branding V. Marketing Strategy a. Product b. Price c. Place d. Promotion VI. Control and Evaluation a. Sales Forecast Appendix
References
I. Company Overview - Tata Motors Company
Tata Motors is a part of Tata Group. Tata group includes companies that operate in other sectors such as Tata Steel, Tata Hotels, Tata Chemicals, and Tata Communication. Tata Motors, established in 1945, is the biggest auto manufacturer in India, and has 25% of total market share. Tata Motors produces commercial vehicles with a range of light to heavy trucks, buses, and tractors. In addition, Tata Motors produces passenger vehicles, and luxury cars from their subsidiaries, such as Jaguar and Land Rover.
Tata Motors is the biggest subsidiary of Tata Group founded as a trading company dealing opium in 1868 in Bombay, India by Jamshetji Nusserwanji and Tata Motors, is currently operated by his grandson Ratan Tata. According to the Tata Motors web site (2009), the company was listed in the New York Stock Exchange as the
[pic]
Hao Yang (Vince) ID 0558603
Kwantip Khammuang (Kwan) ID 0558633
Narisa Keyuraphan (Beau) ID 0558832
Marketing Management (MKT 300)
Instructor: Prof. Hank Pruden
12/15/2009
Table of Contents
I. Company Analysis II. Situation Analysis a. SWOT Analysis b. Product Analysis c. Competitor Analysis 1. Toyota Company • Strengths / Weakness 2. Honda Company • Strengths / Weakness III. Market Segmentation a. Demographics b. Psychographics c. Behavioral IV. Strategic Planning a. Marketing Objective b. Financial Objective c. Target Market d. Competitive Advantage e. Positioning and Branding V. Marketing Strategy a. Product b. Price c. Place d. Promotion VI. Control and Evaluation a. Sales Forecast Appendix
References
I. Company Overview - Tata Motors Company
Tata Motors is a part of Tata Group. Tata group includes companies that operate in other sectors such as Tata Steel, Tata Hotels, Tata Chemicals, and Tata Communication. Tata Motors, established in 1945, is the biggest auto manufacturer in India, and has 25% of total market share. Tata Motors produces commercial vehicles with a range of light to heavy trucks, buses, and tractors. In addition, Tata Motors produces passenger vehicles, and luxury cars from their subsidiaries, such as Jaguar and Land Rover.
Tata Motors is the biggest subsidiary of Tata Group founded as a trading company dealing opium in 1868 in Bombay, India by Jamshetji Nusserwanji and Tata Motors, is currently operated by his grandson Ratan Tata. According to the Tata Motors web site (2009), the company was listed in the New York Stock Exchange as the
References: Anonymous. (2009, November 11). Renault-Bajaj small-car will cost lower than any other made in India. Business line. Available from http:// www.proquest.com Anonymous Anonymous. (2007). Over reliance on one market. Retrieved from http:// www.proquest.com Automobile Market segmentation Business: The new people 's car; The Tata Nano. (2009, March). The Economist, 390(8624), 73-74. Retrieved November 29, 2009, from ABI/INFORM Global. Business Week (2008, June 11). Tata Motors to pursue more buyouts. Retrieved from http://www.businessweek.com Chauhan, C.P Global Auto Industry (2009). Global auto talk. Retrieved November 17, 2009, from http://www.globalautoindustry.com Gopal, P Hashmi. (2009). Tata Nano to be featured at New York design museum. Retrieved November 27, 2009, from http://specialnewsonline.wordpress.com/2009/12/12/tata-nano-to-be-featured-at-new-york-design-museum/ Jalaluddin, A Tata Motors Limited. (2008). Available November 17, 2008, from www.datamonitor.com The Environment (2008, August 6) Tata Motors Limited. (2008). Available November 17, 2008, from www.datamonitor.com Tata Motors Limited (2009) Tata Motors. Form NT 20-F. (2009, October 1). Morningstar Document Research. Available from One Source Information Service. The Global Market Information Database. (May 2008). Consumer Trends in US. Ward’s Auto World (2007, November). India’s small-car market comes of age. 43(11), 38, 1. Available from http://www.proquest.com 64th Annual Report FY2008-2009 (2009)