Positioning the Tata Nano (A) / Alice M. Tybout & Natalie Fahey.

Format:

Book

Author/Creator:

Tybout, Alice M., author.

Fahey, Natalie, author.

Series:

SAGE knowledge. Cases.

SAGE Knowledge. Cases.

SAGE knowledge. Cases

Language:

English

Subjects (All):

Marketing--Case studies.

Marketing.

Nano automobile--Marketing--Case studies.

Nano automobile.

Tata Motors.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations (black and white, and colour).

Place of Publication:

[London] : SAGE, 2016.

System Details:

text file

Summary:

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 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.

Notes:

Originally Published in: Tybout, A. M., & Fahey, N. (2011). Positioning the Tata Nano (A) (case revised 15/05/2014; teaching notes revised 16/01/203). 5-311-506(A). Evanston, IL: Kellogg School of Management, Northwestern University.

No ILL or scholarly sharing allowed.

Description based on online resource; title from home page (viewed on April 29, 2016).

ISBN:

9781473971066

OCLC:

1017725193

Access Restriction:

Restricted for use by site license.