Professional Documents
Culture Documents
Research On Tata Nano
Research On Tata Nano
Research On Tata Nano
RESOURCES AND CONSTRAINTS Tata has wide resources in terms of infrastructure and money. But the rising price of steel in the world market is major concern.
OBJECTIVE Tata want to become no: 1 in automobile industry (both small and large) and want to provide everyone with an affordable car of their dream
BUYER BEHAVIOUR
In India the market for four wheeler is huge. Demographic feature is also favourable for India
LEGAL ENVIRONMENT With the increase in volume of traffic there will be pollution problems and also will increase the accidents.
ECONOMIC ENVIRONMENT As the GDP of India is rising the living standard of consumers is also rising and now their purchasing power is also increasing. So there is more disposable income.
MARKETING AND TECHNOLOGICAL SKILLS Tata has expertise in marketing and technology. Bosch developed 623.6cc multi point fuel injection system engine, which will give a performance of 20kmpl. The car has its engine at rear which increases the inner space of the car and it also has an air conditioner with heater.
HYPOTHESIS
Conversion of NANO to a taxi will not affect the brand image and sales. NANO is safe for driving. Hike in price of NANO will not effect the sale. People prefer to purchase the NANO instead of two wheeler. People can wait for NANO for few months.
METHODOLOGY
Data collection Primary Source
Focus group
Time Duration -
Characteristics of Respondents All have good driving experience Between age group 20-40 All have a Good Knowledge of Nano
1- WILL THE CONVERSION OF NANO INTO A TAXI HAVE AN IMPACT ON ITS SALES?
2- CAN THE COMPANY FACE THE PROBLEM OF STOCK OUT? WILL IT HAVE ANY IMPACT ON SALES?
3. WILL TATA BE ABLE TO MAINTAIN THE PRICE OF NANO IN FUTURE IF THERE IS HIKE IN COST OF RAW MATERIALS?
CONCLUSION- Most of the respondents believe that the rise in the price of
raw material will lead to a increase in the price of the car while few believes in Ratan Tata s statement that promise is a promise but still all the respondent believe that there will be no impact on sales.
6- CAN THE BRAND NAME |TATA} (WHICH IS KNOWN FOR HEAVY VEHICLES) HAVE AN IMPACT ON ITS SALES?
CONCLUSION- Majority of the respondent believe that the brand name Tata
carries a good image in the market while others believe that Tata is not successful in small car segment which might affect the brand name to an extent.
CONCLUSION- Most of the respondent believe that Nano is the pioneer in small car
segment and backed by strong brand name Tata. It will be able to sustain the upcoming competition from rivalry entering the same market.
8- WHETHER SAFETY OR COST IS THE TOP THE PRIORITY WHILE BUYING NANO?
CONCLUSION- Most of the respondent give safety as there top priority while
purchasing Nano and rest of them think that still Nano will be safer than two wheelers.
QUESTIONNAIRE OF TATA-NANO
1. What is the first thing, which comes into your mind when you think about NANO?
................................................................................................................................................... ...............................................................................................
1. Yes
2. No
3. Can t say
3. Which feature of NANO attracts you most, that inspires you to go for NANO?
1. Price 3. Mileage 5. All the above 2. Design 4. Interior space 6. Can t say
10.If the price of NANO rises, would you still purchase it?
1. Yes 2. No 3. Can t say
11.Will Tata be able to maintain the price of nano in future if there is hike in cost of raw materials?
1. Yes 2. No 3. Can t say
13.Will there be traffic problem with the introduction of Nano on Indian roads?
1. Yes 2. NO 3. Can t say
SUGGESTIONS
1. Tata should increase the production of NANO so that customers don t have to wait much for their car, as they feel urgency for NANO. 2. As people believes that NANO is people s car, and will be affordable by common men which was a dream earlier for them. So the price should be kept stable in future with the increase in price of raw material. Otherwise it will be out of their reach and people believe in Mr. Ratan Tata s statement ofPromise is a promise .
3. Tata should give exchange offer against a two/four wheeler so that those consumers can be easily converted to NANO users. 4. Safety measures can be enhanced, because people consider it as their prime concern while purchasing. 5. An option for more customization should be available.