Revival of Tata Nano: Can the World's Cheapest Car Maintain the Momentum?
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extended free of cost warranty schemes, incremental rise in sales points in smaller towns, and introduction of the 90% financing plan through its in-house vehicle financing unit Tata Motor Finance, had made this possible. But one major discussion point, which this case brings forth, was the ever increasing price of Tata Nano. This car was initially targeted at the middle class segment which rode on bikes and could not afford a car. But because of its increasing price, it was slowly slipping out of the reach of this segment. This case is meant for MBA/MS students as a part of the Product Management/ Marketing Communication/ Marketing Management curriculum. It can also be used in a core Strategy curriculum.
The case will help the students:
Product management, Marketing communication, Revival, out-of-the-box thinking, innovative marketing ideas, Pricing, Distribution, Business level strategy, Competitive strategy, Competition, Blue Ocean Strategy, Turnaround, Automotive industry, Tata Nano, Tata Motors
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