1.

0 Introduction

An automobile, motor car or car is a wheeled motor vehicle used for transporting passengers,
which also carries its own engine or motor. Most definitions of the term specify that automobiles
are designed to run primarily on roads, to have seating for one to eight people, to typically have
four wheels, and to be constructed principally for the transport of people rather than goods.[1]
However, the term automobile is far from precise, because there are many types of vehicles that
do similar tasks. There are approximately 600 million passenger cars worldwide (roughly one car
per eleven people). Around the world, there were about 806 million cars and light trucks on the
road in 2007; they burn over 1 billion m³ (260 billion US gallons) of petrol/gasoline and diesel
fuel yearly. The numbers are increasing rapidly, especially in China and India.

2.0 Company Profile

Tata: Leadership with trust: The Tata group comprises over 90

operating companies in seven business sectors: communications and
information technology, engineering, materials, services, energy,
consumer products and chemicals. The group has operations in more
than 80 countries across six continents, and its companies export products and services to 85
countries.

The total revenue of Tata companies, taken together, was $67.4 billion (around Rs319, 534
crore) in 2009-10, with 57 per cent of this coming from business outside India. Tata companies
employ around 395,000 people worldwide. The Tata name has been respected in India for 140
years for its adherence to strong values and business ethics.

Every Tata company or enterprise operates independently. Each of these companies has its own
board of directors and shareholders, to whom it is answerable. There are 28 publicly listed Tata
enterprises and they have a combined market capitalization of about $98.22 billion (as on
October 14, 2010), and a shareholder base of 3.4 million. The major Tata companies are Tata
Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea,
Indian Hotels and Tata Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus, later
renamed Tata Steel Europe. Tata Motors is among the top five commercial vehicle
manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading
global software company, with delivery centers in the US, UK, Hungary, Brazil, Uruguay and
China, besides India. Tata Tea is the second largest branded tea company in the world, through
its UK-based subsidiary Tetley. Tata Chemicals is the world’s second largest manufacturer of
soda ash and Tata Communications is one of the world’s largest wholesale voice carriers.

In tandem with the increasing international footprint of Tata companies, the Tata brand is also
gaining international recognition. Brand Finance, a UK-based consultancy firm, recently valued
the Tata brand at $9.92 billion and ranked it 51st among the world's Top 100 brands. Business
Week magazine ranked Tata 13th among the '25 Most Innovative Companies' list and the
Reputation Institute, USA, recently rated it 11th on its list of world's most reputable companies.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It
pioneered several industries of national importance in India: steel, power, hospitality and
airlines. In more recent times, its pioneering spirit has been showcased by companies such as
TCS, India’s first software company, and Tata Motors, which made India’s first indigenously
developed car, the Indica, in 1998 and recently unveiled the world’s lowest-cost car, the Tata
Nano.

Tata companies have always believed in returning wealth to the society they serve. Two-thirds of
the equity of Tata Sons, the Tata promoter company, is held by philanthropic trusts that have
created national institutions for science and technology, medical research, social studies and the
performing arts. The trusts also provide aid and assistance to non-government organizations
working in the areas of education, healthcare and livelihoods. Tata companies also extend social
welfare activities to communities around their industrial units. The combined development-
related expenditure of the trusts and the companies amounts to around 4 per cent of the net
profits of all the Tata companies taken together.

2.1 History Of Tata Nano

From drawing board to Singur and to Sanand before hitting the showrooms, it has been quite a
journey for Tata Motors’ Nano, the world’s
cheapest car. Here’s how the Rs one lakh car was born.

March 2003: Ratan Tata discloses plans to launch the world’s cheapest car at Rs 1 lakh at
Geneva Motor Show.

May 2006: Tata Motors announces setting up Nano manufacturing unit at Singur in West Bengal
with initial investment of Rs 1000 crore spread over 700 acres; scaled up to 1,000 acres with
total investment of Rs 1,500 crore.

Oct 2006: Trinamool Congress opposes Tata Motors’ plans to set up factory at Singur, calls 12-
hour state-wide bandh alleging forcible acquisition of farmers’ land.

Dec 2006: Violence mars Singur, five hurt in rubber- bullet firing. Mamata Banerjee goes on
indefinite hunger strike, which was called off after 25 days following appeals from the Prime
Minister and the President.
Jan 2007: Land puja offered at Singur car project site

Feb 2007: Police-mob clash at Singur.

Mar 2007: WBIDC signs a 90-year agreement with Tata Motors for Nano plant; farmer commits
suicide; mob attacks proposed site; bomb explosion damages fencing

May 2007: Peace talks between state government and Trinamool Congress fail; one more farmer
commits suicide

June 2007: CPI(M) patriarch Jyoti Basu echoes Mamata Banerjee’s demand that only 600 acres
is required for the Singur project instead of 1,000 acres, but state government rules out returning
Singur project land to farmers

Nov 2007: Central forces deployed at Singur after fresh protests

Jan 2008: Ratan Tata unveils Nano at Auto Expo in Delhi; Calcutta High Court orders Singur
land acquisition legal

Mar 2008: Nano showcased at Geneva Motor Show

May 2008: Supreme Court refuses to stay Nano roll-out from Singur

June 2008: Singur protesters break factory gate

Aug 2008: Talks between West Bengal Chief Minister Buddhadeb Bhattacharjee and Mamata
Banerjee, who demanded return of 400 acres to farmers, fail. Subsequently, Ratan Tata threatens
to exit from Singur. It was followed by Trinamool Congress’ indefinite dharna. Factory workers
stay away from work after assault.

Sep 2008: WB Governor Gopal Krishna Gandhi intervenes. Agreement signed between state
government and Trinamool Congress but it is shortlived. Mamata Banerjee holds rally
demanding return of 300 acres of land. Security guards at Singur factory attacked.

Oct 2008: Ratan Tata formally announces pulling out of Nano plant from Singur and days later
declares Sanand at Gujarat as the new manufacturing location for Nano at an investment of Rs
2,000 crore

Feb 2009: Tata Motors announces launch date of Nano to be March 23.

Mar 2009: Ratan Tata unveils European version of Nano with added features and complying
with Euro V emission norms at the Geneva Motor Show; Nano makes commercial debut.

Mar 2009: Tata Motors launches the Nano in India.

2.2 Country of origin

Tata Nano was established in India.Tata first delayed the Nano launch and later decided to build
the car at a different location in Gujarat.

2.3 Product

Consumer Products

• Tata Salt, i-Shakti Salt, Tata Salt Lite

• Tata Swach water purifier

• Eight O'Clock Coffee

• Tata Ceramics

• Infiniti Retail

• Tata Tea Limited is the world's second largest manufacturer of packaged tea and tea
products. It also owns the Tetley brand of tea sold primarily in Europe.

• Titan Industries manufacturers of Titan watches

• Trent (Westside)

• Tata Sky

• Tata International Ltd - Leather Products Division

• Tanishq jewellery

2.4 Competitors

A Japanese magazine has published an artist’s image of what possibly could be Toyota’s answer
to costlier variants of the Tata Nano. The car apparently is due in 2012 and will get a 800 CC
engine.

Hyundai are reportedly planning a Tata Nano competitor with an 800cc engine. Codenamed the
Hyundai H800 it will cost under £3k when it goes on sale.

The people who have to walk a lot in the city, Tata Nano would be more than an utile tool
because it is small and also because it won’t ask you too much money for fuel. After Tata Nano
was released, there also appeared a lot of competitors to that car and here comes another one
from Nissan. I think that Tata Nano won’t be the single rival, it may also compete with the Smart
because it is also very similar to that car but the Nissan’s little ‘kid’ is much cheaper with the
prices starting from $3,000. Still, is a little bit more expensive than the Tata Nano but I also think
that you won’t be disappointed for paying this extra money instead of buying a Tata Nano and
saving some money.

This Nissan’s Tata Nano competitor will go on sale in 2011 but it will go on sale in India in
2012.

In India- BAJAJ LITE, TARA TINY, GORDON MURRAY T25, RAJKOT:

2.4.1 Politics

The Secretariat Building, in New Delhi, houses key government offices.

India is the most populous democracy in the world. It has operated under a multi-party system
for most of its history. For most of the years since independence, the federal government has
been led by the Indian National Congress (INC). Politics in the states have been dominated by
national parties like the INC, the Bharatiya Janata Party (BJP) and various regional parties. From
1950 to 1990, barring two brief periods, the INC enjoyed a parliamentary majority.

Within Indian political culture, the Indian National Congress is considered centre-left or "liberal"
and the Bharatiya Janata Party is considered centre-right or "conservative". The INC was out of
power between 1977 and 1980, when the Janata Party won the election owing to public
discontent with the state of emergency declared by the then Prime Minister Indira Gandhi. In
1989, a Janata Dal-led National Front coalition in alliance with the Left Front coalition won the
elections but managed to stay in power for only two years. As the 1991 elections gave no
political party a majority, the INC formed a minority government under Prime Minister P.V.
Narasimha Rao and was able to complete its five-year term.

The years 1996–1998 were a period of turmoil in the federal government with several short-lived
alliances holding sway. The BJP formed a government briefly in 1996, followed by the United
Front coalition that excluded both the BJP and the INC. In 1998, the BJP formed the National
Democratic Alliance (NDA) with several other parties and became the first non-Congress
government to complete a full five-year term.

In the 2004 Indian elections, the INC won the largest number of Lok Sabha seats and formed a
government with a coalition called the United Progressive Alliance (UPA), supported by various
Left-leaning parties and members opposed to the BJP. The UPA again came into power in the
2009 general election; however, the representation of the Left leaning parties within the coalition
has significantly reduced. Manmohan Singh became the first prime minister since Jawaharlal
Nehru in 1962 to be re-elected after completing a full five-year term.
2.4.2 Legal rights

Fundamental Rights is a charter of rights contained in the Constitution of India. It guarantees

civil liberties such that all Indians can lead their lives in peace and harmony as citizens of India.
These include individual rights common to most liberal democracies, such as equality before
law, freedom of speech and expression, freedom of association and peaceful assembly, freedom
to practice religion, and the right to constitutional remedies for the protection of civil rights by
means of writs such as habeas corpus. Violations of these rights result in punishments as
prescribed in the Indian Penal Code, subject to discretion of the judiciary. The Fundamental
Rights are defined as basic human freedoms which every Indian citizen has the right to enjoy for
a proper and harmonious development of personality. These rights universally apply to all
citizens, irrespective of race, place of birth, religion, caste, creed, color or Gender. They are
enforceable by the courts, subject to certain restrictions. The Rights have their origins in many
sources, including England's Bill of Rights, the United States Bill of Rights and France's
Declaration of the Rights of Man.

The six fundamental rights recognised by the constitution are

The right to equality

The right to freedom

The right to freedom from exploitation

The right to freedom of religion

Cultural and educational rights

The right to constitutional remedies

2.4.3 Economy (2008)

GDP (FY 2008): $1.21 trillion ($1,210 billion).

Real growth rate (2008 est.): 6.6%.
Per capita GDP (PPP, FY 2008): $2,900.
Natural resources: Coal, iron ore, manganese, mica, bauxite, chromite, thorium, limestone,
barite, titanium ore, diamonds, crude oil.
Agriculture: 18% of GDP. Products--wheat, rice, coarse grains, oilseeds, sugar, cotton, jute, tea.
Industry: 29% of GDP. Products--textiles, jute, processed food, steel, machinery, transport
equipment, cement, aluminum, fertilizers, mining, petroleum, chemicals, and computer software.
Services and transportation: 54% of GDP.
Trade: Exports (FY 2008)--$176.4 billion; engineering goods, petroleum products, precious
stones, cotton apparel and fabrics, gems and jewelry, handicrafts, tea. Software exports--$22
billion. Imports (FY 2008)--$306 billion; petroleum, machinery and transport equipment,
electronic goods, edible oils, fertilizers, chemicals, gold, textiles, iron and steel. Major trade
partners--U.S., China, U.A.E., EU, Russia, Japan

2.4.4 culture

the term culture refers to a state of intellectual development or manners. The social and political
forces that influence the growth of a human being is defined as culture.

Indian culture is rich and diverse and as a result unique in its very own way. Our manners, way of
communicating with one another, etc are one of the important components of our culture. Even
though we have accepted modern means of living, improved our lifestyle, our values and beliefs
still remain unchanged. A person can change his way of clothing, way of eating and living but the
rich values in a person always remains unchanged because they are deeply rooted within our
hearts, mind, body and soul which we receive from our culture.

Indian culture treats guests as god and serves them and takes care of them as if they are a part
and parcel of the family itself. Even though we don’t have anything to eat, the guests are never
left hungry and are always looked after by the members of the family. Elders and the respect for
elders is a major component in Indian culture. Elders are the driving force for any family and
hence the love and respect for elders comes from within and is not artificial. An individual takes
blessings from his elders by touching their feet. Elders drill and pass on the Indian culture within
us as we grow.

“Respect one another” is another lesson that is taught from the books of Indian culture. All
people are alike and respecting one another is ones duty. In foreign countries the relation
between the boss and the employee is like a master and slave and is purely monetary whereas in
Indian culture the relation between the boss and the employee is more like homely relations
unlike foreign countries.

Helpful nature is another striking feature in our Indian culture. Right from our early days of
childhood we are taught to help one another in need of help and distress. If not monetary then at
least in kind or non-monetary ways. Indian culture tells us to multiply and distribute joy and
happiness and share sadness and pain. It tells us that by all this we can develop co-operation and
better living amongst ourselves and subsequently make this world a better place to live in.

Even though India is a country of various religions and caste our culture tells us just one thing
'phir bhi dil hai Hindustani '.
3.0 Country Profile

3.1 History (Geographic Location)

What is now called Bangladesh is part of the historic region of Bengal, the northeast portion of
the Indian subcontinent. Bangladesh consists primarily of East Bengal (West Bengal is part of
India and its people are primarily Hindu) plus the Sylhet district of the Indian state of Assam.

The earliest reference to the region was to a kingdom called Vanga, or Banga (c. 1000 B.C.).
Buddhists ruled for centuries, but by the 10th century Bengal was primarily Hindu. In 1576,
Bengal became part of the Mogul Empire, and the majority of East Bengalis converted to Islam.
Bengal was ruled by British India from 1757 until Britain withdrew in 1947, and Pakistan was
founded out of the two predominantly Muslim regions of the Indian subcontinent.. To the west
and north it is bounded by India; to the southeast, it borders Myanmar. The topography is
predominantly a low-lying floodplain. About half the total area is actively deltaic and is prone to
flooding in the monsoon season from May through September. The Ganges/Padma River flows
into the country from the northwest, while the Brahmaputra/ Jamuna enters from the north. The
capital city, Dhaka, is near the point where those river systems meet. The land is suitable for rice
cultivation.

In the north and the southeast the land is more hilly and dry, and tea is grown. The Chittagong
Hill Tracts have extensive hardwood forests. The vast river delta area is home to the dominant
plains culture. The hilly areas of the northeast and southeast are occupied by much smaller tribal
groups, many of which have strongly resisted domination by the national government and the
population pressure from Bangladeshis who move into an attempt to settle in their traditional
areas. In 1998 an accord was reached between the armed tribal group Shanti Bahini and the
government.
3.2 Government

Type: Parliamentary democracy.

Independence: 1971 (from Pakistan).
Constitution: 1972; amended 1974, 1979, 1986, 1988, 1991, 1996, 2004.
Branches: Executive--president (chief of state), prime minister (head of government), cabinet.
Legislative--unicameral Parliament (345 members). Judicial--civil court system based on British
model.
Administrative subdivisions: Divisions, districts, subdistricts, unions, villages.
Political parties: 30-40 active political parties. Largest ones include Bangladesh Nationalist Party
(BNP), the Awami League (AL), the Jatiya Party, and the Jamaat-e-Islami Party.
Suffrage: Universal at age 18.

3.3 Legal

Law of Bangladesh is primarily in accordance with the English legal system although since
1947, the legal scenario and the laws of Bangladesh have drifted far from the West owing to
difference in socio-cultural values and religious guidelines. In November 2007, Bangladesh has
successfully separated the Judiciary from the Executive but several black laws still influence the
rulers in creating Special Tribunals in using several black laws including the Special Powers Act.

3.4 Economy

Fiscal year: July 1 to June 30.

Annual GDP growth rate (FY 2008): 6.2%; (FY 2008 World Bank est.): below 6%.
Current GDP (2008 est.): $84.2 billion (official); $226.4 billion (PPP).
Per capita GDP (2008 est.): $554 (official); $1,500 (PPP).
Inflation (December 2008): 6.03% (point to point basis) and 8.9% (monthly average basis).
Exchange rate: Dec. 2009: U.S. $1=69.03 BDT; 2008: U.S. $1=68.55 BDT; 2007: U.S. $1=69.89
BDT.
Annual budget (2008 est.): $12.54 billion.
Natural resources: Natural gas, fertile soil, water.
Agriculture (19.1% of GDP): Products--rice, jute, tea, sugar, wheat.
Industry (manufacturing; 28.6% of GDP): Types--garments and knitwear, jute goods, frozen fish
and seafood, textiles, fertilizer, sugar, tea, leather, ship-breaking for scrap, pharmaceuticals,
ceramic tableware, newsprint.
Trade: Total imports (FY 2008)--$21.6 billion: capital goods, food grains, petroleum, textiles,
chemicals, vegetable oils. Growth rate over previous fiscal year: 25.95%. Total exports (FY
2008)--$14.11 billion: garments and knitwear, frozen fish, jute and jute goods, leather and
leather products, tea, urea fertilizer, ceramic tableware. Growth rate over previous fiscal year:
16.04%. Exports to U.S. (Jan.-Dec. 2008)--$3.74 billion. Imports from U.S. (Jan.-Dec. 2008)--
$468.1 million.
3.5 Culture

The multi dimensional cultural heritage of Bangladesh encompasses within itself the cultural
diversity of different social and religious groups of Bangladesh. Bangladesh has a composite
culture, in which the influences of Hinduism, Jainism, Buddhism, Christianity and Islam have
been assimilated. It is manifested in various forms, including music, dance and drama; arts and
crafts; folklore and folktales; literature, philosophy, fairs and festivals as well as in a distinct
cuisine and culinary tradition. The indigenous communities of Bangladesh have their own
culture and tradition full of colourful diversity. The riverine landscape and the monsoon climate
are intimately related to the cultural practices of this country. This site is an endeavour to focus
on the country's noteworthy cultural features including the lifestyles and culture of the
indigenous people. This site has been structured to highlight six major areas of the country's
cultural aspects in a simple manner for convenience of the tourists of both home and abroad
while they prepare their itineraries to explore this country.

3.6 Competitors

In Bangladesh we don’t produce any car or motor bike bt we got this from foreign country and
lot of foreign companys small car and bike are here.like maruti Suzuki they hav a small car and
we also use Korean small car and if we launch tata nano in our country then they will be our
competitor.and we have lot of bikes company like Yamaha,hero Honda they are produced ib
India bt we use it.and the price is higher than tata nano.so the bike could be the competitor of tata
nano

4.0 Theory

4.1 Global Marketing

A strategy of using a common marketing plan and program for all countries in which
a company operates, thus selling the product or services the same way everywhere in the world.
Global marketing refers to marketing activities coordinated and integrated across multiple
country markets. An approach in global marketing in which an organization allows an affiliate or
subsidiary to set the most desirable price, provided it is profitable, in its own region also referred
to as the Polycentric.

4.2 Segmentation
Market segmentation is a concept in economics and marketing. A market segment is a sub-set of
a market made up of people or organizations with one or more characteristics that cause them to
demand similar product and/or services based on qualities of those products such as price or
function.

While market segmentation can be done in many ways, depending on how you want to slice up
the pie, three of the most common types are:

4.2.1 Demographic segmentation – based on measurable statistics, such as age or income.

4.2.2 Geographic segmentation – based on location such as home addresses.
4.2.3 Psychographic segmentation – based on lifestyle preferences, such as being urban
dwellers or pet lovers.

4.3 Targeting

A target market is a group of customers that the business has decided to aim its marketing efforts
and ultimately its merchandise. A well-defined target market is the first element to a marketing
strategy. The target market and the marketing mix variables of product,
place(distribution), promotion and price are the two elements of a marketing mix strategy that
determine the success of a product in the marketplace.
There are three criteria for assessing opportunity in global target markets.

4.4 Positioning
Positioning is the location of product in the mind of customers. Positioning is what happens in
the mind of the customers. The position that a product occupies in the mind of a customer
depends of variables many of which controlled by the marketer.

4.4.1 Hi-tech positioning:

Personal computers, videos and stereo equipments and automobiles
Products are brought on the basis of concrete features.
 • Technical products: Computers, chemicals, tires and financial services. Customers
require a great deal of product information.
• Special-interest products: leisure or recreation oriented special-interest products.

4.4.2 High-touch positioning:

• Less emphasis on specialized information and more emphasis on image.
• Buyers of high-touch products also share a common language and set of symbols relating
to themes of wealth, materialism and romance.

4.5 Mode of entry

A mode of entry into an international market is the channel which your organization employs to
gain entry to a new international market. This lesson considers a number of key alternatives, but
recognizes that alternatives are many and diverse. Here you will be consider modes of entry into
international markets such as the Internet, Exporting, Licensing, International Agents,
International Distributors, Strategic Alliances, Joint Ventures, Overseas Manufacture and
International Sales Subsidiaries. Finally we consider the Stages of Internationalization.

4.5.1 Exporting
There are direct and indirect approaches to exporting to other nations. Direct exporting is
straightforward. Essentially the organization makes a commitment to market overseas on its own
behalf. This gives it greater control over its brand and operations overseas, over and above
indirect exporting. On the other hand, if you were to employ a home country agency (i.e. an
exporting company from your country - which handles exporting on your behalf) to get your
product into an overseas market then you would be exporting indirectly. Examples of indirect
exporting include:
• Piggybacking whereby your new product uses the existing distribution and logistics of
another business.
 • Export Management Houses (EMHs) that act as a bolt on export department for your
company. They offer a whole range of bespoke or a la carte services to exporting
organizations.
• Consortia are groups of small or medium-sized organizations that group together to
market related or sometimes unrelated products in international markets.
• Trading companies were started when some nations decided that they wished to have
overseas colonies. They date back to an imperialist past that some nations might prefer to
forget e.g. the British, French, Spanish and Portuguese colonies. Today they exist as
mainstream businesses that use traditional business relationships as part of their
competitive advantage.

4.5.2 Licensing
• Licensing includes franchising, Turnkey contracts and contract manufacturing.
• Licensing is where your own organization charges a fee and/or royalty for the use of its
technology, brand and/or expertise.
• Franchising involves the organization (franchiser) providing branding, concepts,
expertise, and infect most facets that are needed to operate in an overseas market, to the
franchisee. Management tends to be controlled by the franchiser. Examples
include Dominos Pizza, Coffee Republic and McDonald's Restaurants.
Turnkey contracts are major strategies to build large plants. They often include a training and
development of key employees where skills are sparse - for example, Toyota's car plant in
Adapazari, Turkey. You would not own the plant once it is handed over.

4.5.3 Franchising
Franchising is a business model in which many different owners share a single brand name. A
parent company allows entrepreneurs to use the company's strategies and trademarks; in
exchange, the franchisee pays an initial fee and royalties based on revenues. The parent company
also provides the franchisee with support, including advertising and training, as part of the
franchising agreement.
Franchising is a faster, cheaper form of expansion than adding company-owned stores, because it
costs the parent company much less when new stores are owned and operated by a third party.
On the flip side, potential for revenue growth is more limited because the parent company will
only earn a percentage of the earnings from each new store. 70 different industries use the
franchising business model, and according to the International Franchising Association the sector
earns more than $1.5 trillion in revenues each year.

4.5.4 Joint ventures

A joint venture is a legal organization that takes the form of a short term partnership in which the
persons jointly undertake a transaction for mutual profit. Generally each person contributes
assets and share risks. Like a partnership, joint ventures can involve any type of business
transaction and the "persons" involved can be individuals, groups of individuals, companies, or
corporations.

Joint ventures are also widely used by companies to gain entrance into foreign markets. Foreign
companies form joint ventures with domestic companies already present in markets the foreign
companies would like to enter. The foreign companies generally bring new technologies and
business practices into the joint venture, while the domestic companies already have the
relationships and requisite governmental documents within the country along with being
entrenched in the domestic industry.

4.5.5 Ownership
Another most extensive form of entry strategy in global marketing is 100 ownership, which may
be achieved by start up or acquisition. Ownership requires commitment of capital and managerial
effort and offers the fullest means of participation in a market.
It depends on-
• Vision
• Attitude towards risk
• Available investment capital
• How much control is desired
5.0 Analysis:

If a foreign country enter in any country analysis is important for them.

5.2 Segmentation

Markets are segmented in in 3 parts.They are –

1. Geographic

2. Demographics and

3. Benefit sought

Among them Demographic segmentation is suitable for Bangladesh.As demographic

segmentation is based measureable characteristics of population such as
gender,age,income,ocuption etc.

5.3 Targeting

According to our opinion the target customer for nano are student and
middle class people.in Bangladesh the price of the bike is nearly same with
the price of the nanoin other hand in nano 4 people can easily sit.where in a
bike 3 people can hardly sit.apart from all a car is more comfortable than
bike and this can be the reason for students.for chossing nano.moreover the
price is lessand the car would take small space.to keep on the other hand
middle income people have to spend a big amount of money for their
transportation.purchasing nano and using nano would reduce their
expenditure with changing their life style and that is why middle income
people would use nano.

Targeting all the market is and covering it as well includes many things. Three strategies are
present in targeting a single country. They are –
 1. Standardized Global Marketing

2. Concentrated Global Marketing

3. Differentiated Global Marketing

Among them Standardized Global Marketing will be used as the targeting strategy in bringing
Tata Nano in Bangladesh.

5.4 Positioning

It has come to mean the process by which marketers try to create an image or identity in the
minds of their target market for its product, brand, or organization. It is not easy to set up an
image of a certain brand into the customers. There are two types of positioning strategy present.
Strategy that will be applied to attract the customers in positioning Tata Nano in Bangladesh is
given below. Qualitative explanation –

5.4.1 High-Tech Positioning:

High-tech positioning would be more appropriate because car is a sort of

leisure produce. Customer do need a lot of information for the product. On
the other hand high -touch positioning refers to those product which do
connect some felling that is connected to someone’s heart. in conclusion if
we want to say anything that is high-tech would be more appropriate for tata
nano.

Bangladesh has different culture than India so Tata company has to analysis
Bangladesh before entering this country.

6.0 Conclusion

As customers gain more power, they will demand more tailoring and value-added service to
meet their needs. Companies that innovate on this dimension are likely to be richly rewarded.
World is getting tougher day by day being unique is a competitive advantage. Expectations to
Nano has proved this . After 100 years to Henry Ford , Tata has proved him again not only he
came out of the expectations but also came out with a platform for Indian auto sector . So this as
per this project conclusion can be draw as a future car not only of Indian but also if exported than
could be to the world.
7.0 Recommendation

• Market penetration would be better for Tata rather than Market skimming.

• Hi-touch positioning should be also implies for capturing certain elegant customers but
Hi-tech Promotional activities must be taken into consideration.

• Proper service must be given to consumers for both their satisfaction & loyalty.

• Current trends should be taken into consideration for grabbing new customer segments.
8.0 References

8.1 Websites:

Name of websites and date

http://en.wikipedia.org/wiki/Tata_nano (9/12/2010) 8.30 p.m

http://www.motorbeam.com/cars/tata-nano-cars/the-making-of-tata-nano (11/12/2010) 3.30 p.m

http://en.wikipedia.org/wiki/Tata_Capital#Consumer_Products (11/12/2010) 4.00 p.m

http://en.wikipedia.org/wiki/India (9/12/2010) 9.15 p.m

http://en.wikipedia.org/wiki/Bangladesh (9/12/2010) 10.00 p.m

http://www.motorbeam.com/cars/tata-nano-cars/the-making-of-tata-nano/ (11/12/2010) 3.00 p.m

http://www.state.gov/r/pa/ei/bgn/3452.htm (9/12/2010) 10.15 p.m

EXECUTIV SUMMERY

An Indian firm Tata has launched the Nano people's car, which is the cheapest car in the world,
in January 2008, and the company also led to the other manufacturers revealing their plans for
the cheap car market. The Nano has broken ground on many different levels—in price, in size, in
distribution, and technology. By using lighter steel, a smaller engine, and having longer-term
sourcing agreements with parts suppliers, Tata was able to keep the price of the Nano down. Its
length of 3.1 meters, width of 1.5 meters, and height of 1.6 meters, with wheels at the outer
corners and engine, gears, and transmission in the rear, creates space inside the car. This is the
car that every lower class people can easily buy it.