목차
<Tata groups and product portfolio>
I.
Contributing Factors for Nanos success
1. Road conditions in India
2.
Indian consumer
II. Nano’s future prospects
1) Rising
middle-class
2) Road conditions to be improved
3) The demand for mobility
increases
4) Global market
<Strategic advice for Nano and the
Tata Group>
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2.Indian consumer
The reason why Tata
Nano has been successful is that they are quick to respond to the growing needs
of consumers and release innovative goods. Comparing to Indias motorcycles which
price level is about 0.3~0.5 lakh, the Nano is only about 1lakh which can
attract the interest of the Indian consumers. Finally, the emergence of Nano had
caused a great deal of fluctuation in Indias car market.
Firstly, Indian
consumer tends to buy a lower price car though it is not that better in safety
and convenience. Therefore, the consumers are willing to buy Tatas Nano car as
the price is similar to that of motorcycle.
Secondly, a change in consumer
recognition and an increasing of middle class in India have contributed in
shifting a potential consumer to a real consumer. Consumption was considered as
a sin in the past however, this conventional wisdom has been disappearing and
the middle class spending, influenced by economic growth, has been increasing in
the car market that is related to life convenience.
Thirdly, as 50% of India
people is the young generation, they are conscious of other peoples eyes and the
design of goods. Also, common India people are fond of flowery colors. Thus, the
wide array of beautiful colors that Tata offers and the innovative design can
fascinate lots of India people.
II. Nano’s future prospects
1)
Rising middle-class
It is expected that there is going to be an increase in
the affluent middle-class due to a surge in economic growth in India. These
days, the sale scale of motorcycle and tricycle are respectively about 7.4
million units, 0.4 million units. At the present rate of middle class income
progress, they are willing to pay more money to buy the cheapest car.
Moreover, Tata will launch a new Nano model in which it involves better
stability and capability. Though the price of the new model is more expensive,
about 0.5lakh than the original one, its performance is not inferior when
compared to any other car companies. Therefore, established car consumers will
modify their preference rather than buying Maruti 800 and Hondas motorcycles.
2) Road conditions to be improved
As Indian economy is developing,
the social infrastructure is also expected to go along with such tendency. And
improvements in infrastructure will be followed by the growing number of
vehicles in India.In order to improve the social infrastructure, Indian
government has intinitated and refined many programs. This will change the India
to be equipped with better road condition which will gradually help cars to
substitute bikes and automobile sales to increase.
3) The demand for
mobility increases
As the economy grows and the industrialization
accelerates, the demand for mobility increases. India is experiencing rapid
economic growth, mainly driven from the service sector, such as IT. In such
economic structure and circumstances, major cities in India face various
mobility challenges. In India, the demand for mobility is growing to sustain its
economic growth.
4) Global
market
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ness
<Tata groups and product
portfolio>
Tata groups operate in seven business sectors: communications
and information technology, engineering, materials, services, energy, consumer
products and chemicals, are internationally recognized companies. The Tata name
has been respected in India for 140 years for its adherence to strong values and
business ethics.
Tata’s motto to serve the community
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