Anand Mishra

Tata Motors Limited formerly TELCO is an Indian

multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group. Its products include passenger cars, trucks, vans and coaches. It is the world's eighteenth-largest motor vehicle manufacturing company, fourth-largest truck manufacturer and second-largest bus manufacturer by volume

Tata entered the commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of Germany. After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier 'TataMobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle).

Tata Motors has vehicle assembly operations in India, the United Kingdom, South Korea, Thailand, Spain and South Africa. It plans to establish plants in Turkey, Indonesia and Eastern Europe. Tata Motors' principal subsidiaries include Jaguar Land Rover, Tata Daewoo and Tata Hispano

The Tata Group has always sought to be a value-driven organization. These values continue to direct the Group's growth and businesses. The five core Tata values underpinning the way we do business are: Integrity Understanding Excellence Unity Responsibility

The Tata Nano is a proposed city car debuted by India's Tata Motors at the 9th annual Auto Expo on January 10, 2008 at Pragati Maidan in New Delhi, India. Called the peoples car in Tata's promotional material, it was projected to be the least expensive production car in the world. The standard version of the Nano is projected to sell for Rs. 100,000 (approximately US $2500, GBP 1277, or 1700) , not including fees or delivery. Newsweek identifies the

Newsweek identifies the Nano as a part of a "new breed of 21st-century cars" that embody "a contrarian philosophy of smaller, lighter, cheaper" and portend a new era in inexpensive personal transportation and potentially, "global gridlock". The Wall Street Journal confirms a global trend toward small cars, led by the Nano. The prefix "Nano" derives from the Greek root 'nanos', meaning dwarf as with nanometer. "Nano" also means "small" in Gujarati, the native language of the Tata family, founders of the Tata Group.

Reactions about Nano

"It's a good historic moment for the Indian auto industry and also a proud one indeed that an Indian company took a step forward on this road. Its an upgradation for an auto wheeler rider to by a car now. Rajesh Jejurikar, Managing Director, Mahindra and Renault's. "It's good product but it's still too early to say whether it will overtake the 800 because it caters to a totally new market segment. Said Jagdish Khattar, Former MD of Maruti Udyog Limited

Perception of Respondents about model of NANO.

FREQUENCY

PERCENTAGE

Standard (Without AC)

163

54.33

Deluxe (With AC)

137

45.66

TOTAL

300

100%

The above graph shows the preference of the respondents regarding two different model of NANO car while purchasing. Here from the above graph we can see that the No. of respondents whos given their preference for car model are equally for each model. Respondents who are like to go with Standard Model are 163 with 54.33% and respondents who prefers Deluxe Model are 137 out of 300 with 45.66%

Showing respondents perception to purchase NANO within 1 to 2 year

No

FREQUENCY

PERCENTAGE

Yes No Cant Say

213 77 10

71.0 25.66 3.33

TOTAL

300

100%

250 200 150 100 50 0

213

77 10 FREQUENCY

71 25.66 3.33 PERCENTAGE

YES NO CAN'T SAY

Do you plan to buy a NANO in the next 1 to 2 year ?

The above graph shows the respondents ratio who want and who do not want to buy NANO in the next 1 to 2 year. There are 213 respondents with 71% are planning to buy NANO in the next 1 to 2 year. Where as 77 respondents with 25.66% like to buy NANO after 2 year period. There are less no. of respondents are still not think to buy NANO in the next 1 to 2 year with 3.33%.

Strengths Market Penetration Pricing, One Lakh Car Discover New Market (low Segment) Block Buster Product Reputed Company TATA Motors Pvt.Ltd.
Weakness Engine in back Side Not Suitable in rural area Speed constraint factor

Opportunities TATA motors plan to launch Europa similar to NANO in European Market.

Threats Low Segment Car Sale of second hand vehicle Other companies like Bajaj Reno, Mahindra and Renault plan to launch low segment car

I have found in my study that most of the respondents who like to go for TATAs NANO belongs to income group of 5000 to 15000, so it can be said that NANO will be most welcome by this income group of people. Most of the respondents who belongs to the Private Sector or Govt. Sector having greater acceptancy level for NANO and they would also like to go for NANO. I have found that all the respondents covered under my study are well aware about TATAs NANO.