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Research Details
Positioning the Tata Nano (B)
Abstract
The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world’s cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the launch of the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen.
Type
Case
Author(s)
Alice M. Tybout, Natalie Fahey
Date Published
10/24/2011
Citations
Tybout, Alice M., and Natalie Fahey. Positioning the Tata Nano (B). Case 5-311-506(B) (KEL603).
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