TATA NANO – THE MODEL FOR THE TWENTY FIRST CENTURY. HEG. Hung Duy. Elwin Kusumaningtyas. Goran Adam Gasparac. AGENDA. TATA Group. Tata Group is an Indian multinational conglomerate company headquartered in Mumbai, Maharashtra , India
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Goran Adam Gasparac
1. The car should be low cost
2. Adhere to regulatory requirements
3. Achieve performance targets such as fuel efficiency and acceleration capacity
1. They do not believe the quality from an Indian Company(Safety requirements)
2.They care about convenience (space, air conditioning, power steering)
3.Their average income is high, they do not need to buy cheap cars as Nano
That is something the Tatas have to crack.
'Here is a car that's cheap, so buy it.'
That will not work; the car has to connect with the right customer segment emotionally. They have to win the battle of the mind.