Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms
by Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri b,⁎
reconstruct the Automobile Industry Nagender Singh Yadav S-46 Source: INSEAD: Blue Ocean Strategy Institute Author Introduction This case written by Dr. Robert Bong & Dr. Mi Ji both professor of strategy at INSEA (The business school, Blue Ocean Strategy Institute) Robert Bong Dr. Ji Mi Author Introduction Robert Bong (Singapore) Domain of expertise: China, India, Indonesia and Malaysia. Public Private Partnership, Entrepreneurship & Start-up, Education and Technology & IT Services Advisory Dr Robert Bong, currently the Chief Advisor of the Malaysia Blue Ocean Strategy Institute (MBOSI); a public policy advisory and public private partnership (PPP) consulting firm, is former Chief Executive Officer, Managing Director and Director of a number of publicly listed companies, and Rector/Vice Chancellor/Chief Executive of universities, has close to 40 years of global experience in corporate leadership in USA, India, China and the ASEAN countries. Author Introduction Domain of expertise: Consultant for Blue Ocean Strategy Dr. Ji Mi is currently an Institute Executive Fellow at the INSEAD Blue Ocean Strategy Institute (IBOSI) in Fontainebleau, France. She began to work for the authors of Blue Ocean Strategy W. Chan Kim and Rene Mauborgne in 2001 and was the official translator of the Chinese version of the book, which topped the bestseller list and won numerous awards in China. Mi holds a Ph.D. in Government from Cornell University, an MBA from INSEAD, and a B.A. from China Foreign Affairs University. Before joining the IBOSI, Mi was a professor of International Political Economy at the School of International Studies, Peking University. Dr. Ji Mi The TATA Group : Company History Founded by Jamsetji Tata in 1868 as trading company First steel mill, power utility, luxury hotel and international airline By 2011, 98 companies over 7 sectors. Company seen as Inspired trust & a strong commitment to ethics By TATA Code of Conduct, TATA promised to improve the quality of life and Nano is a prime example. The Dream I observed families riding on two-wheeler the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder for such a car which is safe & affordable to any middle class family.
INTRODUCTION OF TATA NANO
Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action". Each letter of these motivational words said by India's former President Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, introduce a affordable car for the common people. Innovatively planning to form one more series of Nano Dc. The Nano Dc has created a completely new category and continues to innovate in line with the evolution of the market. The awesome spirit of the Nano Dc - of living life on your own terms - is depicted through the colourful world of Nano Dc and the people in this world who share the brand's unique attitude - to do things bigger, better, and differently.
The automotive industry in india Automobile industry flourished with an average growth rate of 17 percent annually post liberaliszation In 2009 industry produced more than 11 million vehichles
Case Time Line The Dream (Idea) 2002 Tata Nano Unveiled at AutoExpo, New Delhi 2008 Tata Nano Commercial launched 2009 Advantages of Nano Comparison of Nano with Maruti 800
Nano was 4% Wider 14% Taller 21% more interior space, Weight only 600 Kgs Lowerst Carbon Emission (101grams/Kg)
Tata Nano was conceived to appeal to vast population of 2-Wheeler owner which were neglected by automobile Industry Aim to provide Safe Comfortable Reliable Economical Decent Cost Innovation Electronic Control Unit (ECU) have 1700 parameter as compared to average 5500 No seat Frame, 3 Fixed Position Door Handles designed with 70% fewer parts Low Cost Wheel Alloy Fuel Inlet Cap was placed under the nose of car to avoid need to cut hole in body No need for power steering Challenges Upward revision of raw material cost in year 2008 in range from 40% to 200% Aggitation by locals of place where plan is located (Singur, West Bengal) Rs. 15,000,000,000 was spend Tata is forced to shift to Sanand in Gujrat Undertook 75% of relocation cost of ancillary manufactures Challenges As against the prediction of 20K to 25K Nanos per month there were only 10,475 per month Perception of Cheapest Car in place of Peoples Car, Stigma attached with cheap car
22 January 2014 ISTE VESIT maximus 16 RELAUNCHING
22 January 2014 ISTE VESIT maximus 17 Problem 1- Price is the Identity 22 January 2014 ISTE VESIT maximus 18 Introducing New Engine
Marketing capabilities and innovation-based strategies for environmental sustainability: An exploratory investigation of B2B firms
by Babu John Mariadoss a,1, Patriya Silpakit Tansuhaj a,1, Nacef Mouri b,⁎