Positioning the Tata Nano (B) Harvard Case Solution & Analysis

The case focuses on the positioning of the new brand, Tata Nano. The machine has been widely touted as the world's cheapest car at Rs.1 lakh. Students should take into account the gap between the final goal, a huge emerging middle class Indian consumers and the limited capacity and the allocation of available in the choice of targets. They also need to choose between alternative competitive framework and the different points they emphasize the difference. The case takes place in two stages. The first decision point in 2009, at the opening of the launch of the product. The second point is the decision 18 months later, after the production capacity has increased, and some of the issues of food safety have arisen. "Hide
by Alice M. Tybout, Natalie Fahey Source: Kellogg School of management 2 pages. Publication Date: October 24, 2011. Prod. #: KEL603-PDF-ENG

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