The Tata Nano. The Analysis of India's innovative automotive industrie

Exposé Écrit pour un Séminaire / Cours , 2012 , 18 Pages , Note: Ausgezeichnet, 1.0

Economie politique - Economie de l'innovation

The purpose of this work is a critical analysis of an innovation in the automotive industry, the Tata Nano, the world’s cheapest car unveiled by Tata Motors in 2008.

It describes the disruptive product innovation and the company marketing strategy with regard to the fact that the Tata Nano was launched in a low-income country. The focus is on the product design, pricing, promotion, and distribution.

The work also includes a failure analysis and examines the reasons why the predicted sales of 20.000 cars per month were not achieved. It also investigates which measures were taken to eliminate those failures.

Table of Contents

1. List of Illustrations

2. Introduction
2.1 The Tata Group
2.2 Disruptive Technology

3. Developing and Marketing Concept
3.1 Product
3.2 Price
3.3 Promotion
3.4 Distribution

4. Failure Analysis
4.1 Product
4.2 Price
4.3 Promotion
4.4 Distribution
4.5 Market

5. Conclusion

6. Bibliography

• Université: Fachhochschule des bfi Wien GmbH (Technisches Vertriebsmanagement)
• Cours: Innovationsmanagement
• Note: Ausgezeichnet, 1.0
• Auteur: Eva Verešová (Auteur)
• Année de publication: 2012
• Pages: 18
• N° de catalogue: V351849
• ISBN (ebook): 9783668379459
• ISBN (Livre): 9783668379466
• Langue: anglais
• mots-clé: Innovationsmanagement, Innovation management, Tata, Tata Nano, Nano, Disruptive innovation, Disruptive technology, Disruptive, Failure analysis, Analysis, Developing concept, Marketing concept, Product, Price, Promotion, Distribution, Economic pyramid, Sustaining technology, Technology, Innovation, Market, Automotive industry, Automotive, Industry, Industeries, India, Production costs, Benchmark, Benchmarking, Tata Motors, Quality, Low costs, Costs, Low-cost, Low-income, Customer, Customers, Business innovation, Business, Emerging markets, Emerging market, Low-end