Tata Nano: Case of Repositioning: Case Analysis.
Mukherjee, Jaydeep
Tata Nano: Case of Repositioning: Case Analysis. - India Sage Jul-Sep2021 - Jul-Sep2021, Vol. 46 Issue 3, p188-190. 3p. - Vikalpa: The Journal for Decision Makers .
B T b his case tracks Tata Nano, one of the favourite projects of Ratan Tata, Chairman of the $100 Billion Tata Group of India. Since this was meant to be a low priced product, the development team would have resorted to value engineering and focused on the product's core benefits, delivering the basic product and some elements of the expected product. The Problem with the Product The product brief would have given the details of the target consumer and their expectation based on their current product usage, along with a target price.
MIDDLE class families
COMMERCIAL vehicles
AUTOMOBILES
VALUE engineering
Case Analysis
Tata Nano: Case of Repositioning: Case Analysis. - India Sage Jul-Sep2021 - Jul-Sep2021, Vol. 46 Issue 3, p188-190. 3p. - Vikalpa: The Journal for Decision Makers .
B T b his case tracks Tata Nano, one of the favourite projects of Ratan Tata, Chairman of the $100 Billion Tata Group of India. Since this was meant to be a low priced product, the development team would have resorted to value engineering and focused on the product's core benefits, delivering the basic product and some elements of the expected product. The Problem with the Product The product brief would have given the details of the target consumer and their expectation based on their current product usage, along with a target price.
MIDDLE class families
COMMERCIAL vehicles
AUTOMOBILES
VALUE engineering
Case Analysis
