10 EXECUTIVE SUMMARY Tata Nano is the cheapest car in the world. It is sold in home country India around Rs 1lakh i.e approximately USD 000. It is manu!actured "y Tata #otor $imited% the lar&est
automo"ile company in India. It's (hairman% #r Ratan Tata en)isions that Tata Nano to "ecome a *+eople's car*which is a!!orda"le "y almost e)ery"ody. Tata Nano was !irst launched in India on 1st ,pril 00- and expected to "e in Indian market "y .uly 00-. Since launchin&% it has created a hu&e "u// all o)er India. 0ithin the !irst two days o! lunchin&% it has recei)ed 1100 "ookin&. The !i&ures keep increasin& e)ery day since the launchin&. 0hat makes Tata Nano so cheap2 3asically% "y makin& thin&s smaller% li&hter% do away with super!icial parts and chan&e the materials where)er possi"le without compromisin& the sa!ety and en)ironmental compliance. It is said that Tata Nano has "etter milla&e than Toyota +rius and same &as emission as a scooter. Tata Nano will "e imported to #alaysia "y Tata Industries in parts. It will "e assem"led in its two !actories i.e in Shah ,lam% Selan&or and +asir 4udan&% .ohor 3ahru. There are !our distri"ution centres in +eninsular #alaysia i.e. in 5uala $umpur% +enan&% .ohor 3ahru and 5uantan. ,ll Tata Nano cars will "e distri"uted throu&h these distri"ution centres only. 6rder can "e made )ide these distri"ution centres or its we" site. There are three types o! Tata Nano car a)aila"le i.e. Tata Nano% Tata Nano (7 and Tata Nano $7. 8owe)er% due to hot weather in #alaysia% only Nano (7 will "e "rou&ht to #alaysia and will "e sold here. The sellin& price o! Nano (7 in #alaysia is R# 19%:0; per unit. It is estimated that &ross pro!it !or the !irst year would yield xxx% second year xxx and third year xxx. <stimated monthly instalment payment is xxx !or se)en years period. 0ith this price% the tar&et market is )ery wide which includes those with income R# 000 per month% students% !emale workers and scooters' riders.
2.0
SITUATION ANALYSIS Tata #otors $imited is India's lar&est automo"ile company% with re)enues o! Rs.
91=11.;> crores ?USD >.> "illion@ in 00:-0>. It is the leader in commercial )ehicles in each se&ment% and amon& the top three in passen&er )ehicles with winnin& products in the compact% midsi/e car and utility )ehicle se&ments. The company is the world's !ourth lar&est truck manu!acturer% and the world's second lar&est "us manu!acturer. In #arch 00>% Tata #otors acAuired Bord's U5 "ased car "rands .a&uar and $and Ro)er ?33( News% 00>@. ,ccordin& to Ratan Na)al Tata ?(hairman o! Tata 4roup@% the need !or an inno)ation like Nano has &ot to do somethin& !or the people o! India and transport. Una)aila"ility and poor Auality o! mass transport is a common pro"lem in India. In a two wheeler% !ather dri)in& with elder child standin& in !ront and wi!e "ehind holdin& a "a"y is norm in this country. Thus% this is a relati)ely an unsa!e mode o! transportin& a !amily. Thus% with this in mind Tata Nano was created as a sa!er !orm o! transport. ,s one o! its o"Cecti)es is to "ecome an Indian "usiness con&lomerate operatin& in many countries% Tata Nano will "e introduced in #alaysia. .1 Market Summary
It is estimated that #alaysia has more than 1 million motorcycles on the road% compared to o)er ; million motorcars?I(<% [email protected] maCority o! motorcycle "uyers or users does not own a car and "elon& to the lower and middle-income &roup. , si&ni!icantly lar&er percenta&e o! motorcycle users in #alaysia are male.
.1.1
Target Markets
The company is tar&etin& lower income &roup with !amily% !irst-time "uyers o! car ?!resh &raduates@ and motorcycle owners.
2.1.2
P s!t! "!"g
Tata Nano will position itsel! as the world cheapest car and yet does not compromise the Auality% sa!ety and en)ironment. This positionin& will "e achie)ed "y le)era&in& Tata Nano's competiti)e ed&eD industries experience !rom the parent company Tata #otor who has "een in )ehicles industries ?commercial% passen&ers E utilities@ since 1-;1. Tata motor has &ood suppliermanu!acturer relationship with more than 100 components.
2.1.2
#em gra$%!&s
+opulation % demo&raphics% rural ur"an% )ital statistics !rom #alaysian auto report.
2.1.'
(e gra$%!&s
Tata #otors has tar&eted the ur"an area in #alaysia. This is &oin& to "e 5uala $umpur and .ohor 3ahru. There are 1 million motorcycle riders in #alaysia.
2.1.)
#!str!*ut! " re+!e,
.ust like in India% Tata Nano will "e positioned as an a!!orda"le car e)en in o)erseas markets. F<asy-to-assem"le kits' will "e imported !rom Tata in India. The car then will "e assem"led at
pre-de!ined locations. The proposed locations are Shah ,lam% Selan&or and
+asir 4udan&%
.ohor 3ahru. It will "e then redistri"uted to showrooms that will "e set up "ased on re&ion. 90 sales o!!ices will "e opened throu&hout #alaysia.
2.1.-
C m$et!t r re+!e,
The main competitors are +roton% +erodua% Toyota and 8onda. The ta"le "elow indicates the market share o! the main competitors in the auto industry !or the year 00>.
.
S.OT A"a/ys!s The !ollowin& S06T analysis in)esti&ates the #alaysian political% economic and
"usiness en)ironment. The !ollowin& !indin& are adapted !rom #alaysian ,uto Report 00-.
a. Ma/ays!a P /!t!&a/ S.OT 0 Ma/ays!a P /!t!&a/ S.OT Stre"gt%s #alaysia is a success!ul example o! a democratic Islamic state. Despite murmurs o! discontent amon& hard-line #uslims in some states% multiracial #alaysia is unlikely to a"andon moderate Islam .eak"esses The #alay hal! o! the population holds a constitutionally enshrined special position in society% amountin& to positi)e discrimination in not only Co"s% "ut also wealth. O$$ rtu"!t!es The weak per!ormance "y the rulin& 3arisan Nasional in the &eneral elections held on #arch > 00>% has pa)ed the way !or the stalled re!ormist a&enda Gpromised "y +rime #inister
,"dullah ,hmad 3adawi "ack in 00; G to &ather pace. This would help to open up the country's closed political system and impro)e transparency and accounta"ility within key institutions. T%reats <thnic tension will remain a non-)iolent% "ut simmerin&% pro"lem% so lon& as there remains a threat that the in!luence o! hardline Islam could re)i)e. Bor now% howe)er% the hardliners ha)e lost much o! their political clout. The poor showin& o! 3arisan Nasional at the 00> &eneral elections has put +rime #inister ,"dullah under intense pressure !rom "oth opposition parties and mem"ers o! his United #alays National 6r&anisation ?UN#6@ party% who "lame him !or the coalition's worst e)er result.
". Ma/ays!a E& " m!& S.OTays!a E& " m!& S.OT Stre"gt%s Durin& the past !our decades% #alaysia has trans!ormed itsel! !rom a commodities-dependent "ackwater into a maCor world source !or electronics andcomputer parts. #alaysia is the world's lar&est producer o! ru""er% palm oil% pepper and tropical hardwoods% and is also a net exporter o! crude oil. ,ll this pro)ides a solid plat!orm !or economic &rowth .eak"esses #alaysia's relati)e insulation !rom &lo"al ener&y price shocks is "ein& eroded. 0ithin the next 1 years #alaysia could "ecome a net importer o! oil #alaysia's economic openness can "e as much o! a "urden as a "ene!it% since it con!ers a hi&h de&ree o! )ulnera"ility to &lo"al &rowth and capital !lows. O$$ rtu"!t!es
The opportunity !or pri)ate-sector-led &rowth will impro)e as the &o)ernment continues di)estment o! state shareholdin&s in order to raise !unds to narrow the "ud&et de!icit. T%reats 0a&es are hi&her in #alaysia than in a num"er o! its competitors% such as (hina and Hietnam% which could "e a lon&-term hindrance to economic expansion. To maintain its competiti)e ed&e% #alaysia needs a steady stream o! inward in)estment <xport competiti)eness could "e eroded i! the exchan&e rate continues to appreciate markedly. &. Ma/ays!a 1us!"ess E"+!r "me"t S.OT ' 1 Stre"gt%s Standards o! corporate &o)ernance in #alaysia ha)e &reatly impro)ed since the ,sian !inancial crisis at the end o! the 1--0s G more so% in !act% than in many nei&h"ourin& countries. Borei&n companies% or at least !orei&n manu!acturin& companies% lookin& to do "usiness in #alaysia will continue to "e welcomed with open arms% with the &o)ernment o!!erin& la)ish tax "reaks and concessions. .eak"esses State su"sidisation o! prices will remain a peripheral "ut persistent part o! daily economic li!e in #alaysia. Doin& "usiness in #alaysia will always% to some extent% mean dealin& with the politically well-connected. 3i& construction proCects G and "i& contracts !or !orei&n construction !irms G are unlikely to "e as much o! a priority !or #alaysia's &o)ernment as they were under the pre)ious administration o! !ormer prime minister #ahathir #ohamad. O$$ rtu"!t!es The opportunity to in)est in #alaysian state assets could impro)e. The &o)ernment% i! it sticks to its word% will conduct its "i&&est e)er di)estment o! state shareholdin&s. #alaysia is
ea&er to compete &lo"ally in "ankin&% and althou&h it currently lacks a domestic champion% with ten main institutions in the market% "ank consolidation is a stron& possi"ility. T%reats The waterways and shippin& lanes that surround #alaysia will continue to pose the threat o! piracy and terrorism #alaysia is at risk% concei)a"ly% o! losin& out to (hina in the race !or !orei&n in)estment. +enan&% once the pillar o! #alaysia's electronics industry% has seen an exodus o! !orei&n !irms% with Sea&ate% #otorola and Solectron all shi!tin& production elsewhere in ,sia.
d. T%e 2 // ,!"g ,!// *e key stre"gt%s a"3 ,eak"ess ,!t%!" t%e & m$a"y a"3 3es&r!*es t%e $$ rtu"!t!es a"3 t%reats 2a&!"g Tata Na" .
Stre"gt% The internationalisation strate&y so !ar has "een to keep local mana&ers in new acAuisitions% and to only transplant a couple o! senior mana&ers !rom India into the new market. The "ene!it is that Tata has "een a"le to exchan&e expertise. The company has had a success!ul alliance with Italian mass producer Biat since 00=. This has enhanced port!olio !or Tata the product
and Biat in terms o! production and knowled&e exchan&e. Bor ha)e an
example% the Biat +alio Style was launched "y Tata in 00:% and the companies a&reement to "uild a pick-up tar&eted at (entral and South ,merica. .eak"esses
The companyIs passen&er car products are "ased upon 9rd and ;th &eneration plat!orms% which put Tata #otors $imited at a disad)anta&e with competin& car manu!acturers. 6ne which is o!ten not reco&nised is that in <n&lish the word ItatI means ru""ish.
O$$ rtu"!t!es In the summer o! 00> Tata #otorIs announced that it had success!ully purchased the $and Ro)er and .a&uar "rands !rom Bord #otors !or U5 J .9 million. Two o! the 0orldIs luxury car "rand ha)e "een added to its port!olio o! "rands% and will undou"tedly o!! the company the chance to market )ehicles in the luxury se&ments. Tata #otors $imited acAuired Daewoo #otorIs (ommercial )ehicle "usiness in 00; !or around USD K1= million. Nano is the cheapest car in the 0orld - retailin& at little more than a motor"ike. The new and emer&in& industrial nations such as India% South 5orea and (hina will ha)e a thirst !or low-cost passen&er and commercial )ehicles. These are the opportunities. 8owe)er the company has put in place a proacti)e (orporate Social Responsi"ility ?(SR@ committee to address potential strate&ies that will make is operations more sustaina"le. The ran&e o! Super #ilo !uel e!!icient "uses are powered "y super-e!!icient% eco-!riendly en&ines. The "us has optional or&anic clutch
with "ooster 10L. T%reats
assist and "etter air intakes that will reduce !uel consumption "y up to
6ther competin& car manu!acturers ha)e "een in the passen&er car "usiness !or ;0% 10 or more years. There!ore Tata #otors $imited has to catch up in terms o! Auality and lean production. Sustaina"ility and en)ironmentalism could mean extra costs !or this low-cost producer. This could impact its underpinnin& competiti)e ad)anta&e. 6")iously% as Tata &lo"alises and "uys into other "rands this pro"lem could "e alle)iated. Since the company has !ocused upon the commercial and small )ehicle se&ments% it has le!t itsel! open to
competition !rom o)erseas companies !or the emer&in& Indian luxury se&ments. Bor example I(I(I "ank and Daimler(hrysler ha)e in)ested in a new +une-"ased plant which will "uild
1000 new #ercedes-3en/ per annum. 6ther players de)elopin& luxury cars tar&eted at the Indian market include Bord% 8onda and Toyota. In !act the entire Indian market has "ecome a tar&et !or other &lo"al competitors includin& #aruti Udyo&% 4eneral #otors% Bord and others. Risin& prices in the &lo"al economy could pose a threat to Tata #otors $imited
on a couple o! !ronts. The price o! steel and aluminium is increasin& puttin& pressure on the costs o! production. #any o! TataIs products run on Diesel !uel which is "ecomin& expensi)e &lo"ally and within its traditional home market.
.9
O*4e&t!+es a"3 !ssue 0e ha)e set a&&ressi)e yet achie)a"le o"Cecti)es !or the !irst% second and third year o! market entry. Birst year o"Cecti)e ? .uly 00- to Decem"er 00-@ 0e want to achie)e 1%000 units o! sales &ainin& M.market share L &et !rom market si/e Second year o"Cecti)e ?.,N 010 T6 D<( 010@ 0e want to achie)e 10L increase in Auarterly "asis ?R# ;>%=00@ Third year o"Cecti)e ?.,N 011 T6 D<( 011@ 0e want to achie)e 10L increase in Auarterly "asis ?R# 19% ;=0@
20 MAR5ETIN( MIX STRATE(IES
0.1 Pr 3u&t Strateg!es
The product strate&y which will "e adapted would "e the strai&ht product extension% which is marketin& the car in another !orei&n market without any chan&e. This is "ecause there would "e no additional product de)elopment cost% manu!acturin& chan&es% or new promotion.
0.2 Pr 3u&t Re+!e, • • • There are three )ariants in the Nano ran&eD Nano% Nano (7 and Nano $7 6nly the Nano (7 )ariant would "e introduced in the #alaysia #arket !or the !irst sta&e Tata Nano $7 will introduced in the #alaysia #arket durin& the !ollowin& year
The car has achie)ed its low price "y minimi/in& costs on unnecessary *luxuriesN% the "asic Nano comes without !ront and rear !o& li&hts% without a heater or air conditionin&% without anti-lock "rakes% only one sin&le windscreen wiper% manually operated windows% manual steerin& with no air "a&s% tiny 1 N wheels% plastic "ody parts Coined with adhesi)e instead o! more con)entional metal and weldin& and a two cylinder = 9 cc en&ine that pro)ides a massi)e maximum speed o! =1 mph ?around 101 kmOh@. ,mon& the !eatures o! the car areD a6 Sty/!s% a"3 & m2 rta*/e The +eople's (ar% desi&ned with a !amily in mind% has a roomy passen&er compartment with &enerous le& space and head room. It can com!orta"ly sit !our persons. Bour doors with hi&h seatin& position make in&ress and e&ress easy. Pet with a len&th o! 9.1 metres% width o! 1.1 metres and a hei&ht o! 1.= metres% with adeAuate &round clearance% it can e!!ortlessly manoeu)re on "usy roads in cities as well as in rural areas. Its mono-)olume desi&n% with wheels at the corners and the power train
at the rear% ena"les it to uniAuely com"ine "oth space and manoeu)ra"ility% which will set a "enchmark amon& small cars.
*6 7ue/8e22!&!e"t e"g!"e The +eople's (ar has a rear-wheel dri)e% all aluminium% two-cylinder% 1 9 cc% 99 +S% multi point !uel inCection petrol en&ine. This is the !irst time that a two-cylinder &asoline en&ine is "ein& used in a car with a sin&le "alancer sha!t. The lean desi&n strate&y has helped minimise wei&ht% which helps maximise per!ormance per unit o! ener&y consumed and deli)ers hi&h !uel e!!iciency. +er!ormance is controlled "y a specially desi&ned electronic en&ine mana&ement system. &6 Meets a// sa2ety re9u!reme"ts The +eople's (ar's sa!ety per!ormance exceeds current re&ulatory reAuirements. 0ith an all sheet-metal "ody% it has a stron& passen&er compartment% with sa!ety !eatures such a s crumple /ones% intrusion-resistant doors% seats "elts% stron& seats and anchora&es% and the rear tail&ate &lass "onded to the "ody. Tu"eless tyres !urther enhance sa!ety. 36 E"+!r "me"t82r!e"3/y The +eople's (ar's tailpipe emission per!ormance exceeds re&ulatory reAuirements. In terms o! o)erall pollutants% it has a lower pollution le)el than two-wheelers "ein& manu!actured in #alaysia today. The hi&h e!!iciency also ensures that the car has low car"on dioxide emissions% there"y pro)idin& the twin "ene!its o! an a!!orda"le transportation solution with a low car"on !ootprint.
0.0 1ra"3!"g 3rands identi!y the source or maker o! a product and allow consumers G either indi)iduals or or&anisations to assi&n responsi"ility !or its per!ormance to a particular manu!acturer or distri"utor. 3randin& is endowin& products and ser)ices with the power o! a "rand. It's all a"out creatin& di!!erences "etween products. Bor "randin& strate&ies to "e success!ul and "rand )alue to "e created% consumers must "e con)inced there are meanin&!ul di!!erences amon& "rands in the product or ser)ice cate&ory. In Tata Nano's case% the "randin& strate&y used is corporate name com"ined with indi)idual product names. This company's name le&itimises and the indi)idual name indi)idualises the new product 0.' Pr 3u&t Strategy
The Tata Nano (7% includin& all the !eatures descri"ed in the earlier +roduct Re)iew section% will "e sold with a three-year warranty or 100%000km warranty% whiche)er comes !irst. 0e will introduce the Tata Nano $7 durin& the !ollowin& year% a!ter we ha)e esta"lished our Tata "rand. The "rand and lo&o will "e displayed on the car as well as in all marketin& campai&ns.
0.) Pr!&!"g Strateg!es
The (ost price is an estimated USD % ; 0 or eAui)alent to R#>%-1;% which includes import tax% duties excise % sales tax% shipment costs and assem"ly cost . The sellin& price !or the #alaysian market is R#19%:0;.00% which is inclusi)e o! standard accessories% "ut exclude road tax ?R#:0.00@% re&istration !ees ?R#110.00@% num"er plate ?R#10.00@ and ownership endorsement !ee ?R#10.00@% sales tax ?R#19:0.;0@ which amounted to R#9 0.00. The 6n-The-Road price
will "e R#11:-:.;0.These prices re!lect a strate&y o! takin& a share !rom esta"lished competitors% such as +erodua' s model o! 5ancil and Hi)a.
0.).1 Sett!"g t%e $r!&e : se/e&t!"g $r!&e *4e&t!+es
Tata Nano #alaysia ?TN#@ has set maCor three o"Cecti)es in its e!!ort to position itsel! in the #alaysia ,utomoti)e market. maximum market share. a. Sur+!+a/ Intense competition !rom #alaysia's second car manu!acturer% +erodua !or a share o! the automoti)e market se&ment !or the "elow 1%000 cc cate&ory will spur TN# to ensure that the car price co)ers )aria"le costs and some !ixed costs. In this case% sur)i)al is a short term o"Cecti)e as in the lon& run% TN# will add )alue such as added sa!ety !eatures to the Nano ran&e. *. Ma;!mum &urre"t $r 2!t TN# has set a price that will maximi/e current pro!its% cash !low and return on in)estment% a!ter takin& into consideration the demand and costs in)ol)ed. ,s this cate&ory o! small !orei&n cars se&ment has not "een really tested "y other manu!acturers% there!ore the demand is rather di!!icult to estimate "ut TN# is con!ident o! a &ood response towards its entry into the #alaysian market. c. Ma;!mum Market S%are Bor the #alaysian market% TN# will implement the market-penetration pricin&% which is to set a low price !or a new car in order to attract a lar&e num"er o! "uyers and a lar&e The o"Cecti)es areD Sur)i)al% maximum current pro!it and
market share. This will "e done "y achie)in& hi&h sales )olume% which will results in !allin& costs% allowin& the company to cut its price e)en !urther. 0e are positi)e enou&h that the #alaysia car market is hi&hly price sensiti)e% as a low price produces more market &rowth. TN# is also con!ident that production and distri"ution costs will !all as sales )olume increases and the low price o! Nano cars will help to keep out competition and maintain its low-price position. The low-price entry will pro)ide #alaysians consumers with a )ia"le alternati)e to +erodua G#alaysia second National car. Burther li"erali/ation is expected as #alaysia implements the ,S<,N Bree Trade ,rea a&reement% which commits the #alaysia 4o)ernment to scrap !orei&n car taxes.
;0 '.1
PROMOTION STRATE(IES O*4e&t!+es 2 Pr m t! " Strateg!es 3e!ore determine the promotion strate&ies% we need to )ery clear a"out what are the
o"Cecti)es we need to achie)e. 0e know as a"o)e% our missions are to promote Tata nano in #alaysia and increase the sales Auarterly. Tata Nano is )ery new !or #alaysian% they !eel !resh with this new "rand and concept o! this car. Tata Nano will &et into #alaysia market in .uly 00-. So !irst o! the o"Cecti)e !or promotion strate&ies are aims to create "rand awareness and conceptOknowled&e o! this new car G Tata Nano. This is the cheapest car in the world and "urst into the worldwide market in the short time. 3ut still is the new "rand !or the #alaysians% so we do the ad)ertisement and or&ani/e the e)ent or campai&n in su!!icient detail to esta"lish the &ood "rand attitudes. 3rand awareness is important to pro)ide a !oundation !or "rand eAuity. ,!ter that% our second o"Cecti)e is knowled&e and persuasi)e. 0e aim to create likin&% pre!erence% con)iction% and purchase o! a Tata Nano car. 0e can do the comparison with other
cars which are hi&her purchase price and this price is not e)ery people will "e a!!orda"le especially lower income !amilies and students. 3eside that we will con)ince current purchasers that we will &i)e the potential customer to enCoyin& the &ood experience with Tata Nano "y &i)e try to dri)e the Tata Nano "e!ore "uyin& the car. ,nd also will pro)ide them warranty to the Tata Nano. 0e will or&ani/e all the promotion strate&ies with lower cost to maintain the lower purchase price !or the Tatanano in #alaysia. '.2 Pr m t! " Tag /!"e FHave Fun, Pay Less, get more with Tata Nano’ 0hy we esta"lish this ta& line2 3ecause this is make all the #alaysian to easy to remem"ered Tata Nano and !eel happy all the ways with Tata Nano. Tata Nano is sa!ety and you can tra)el e)erywhere "y Tata Nano with your !amily or !riends with !un% "ut you Cust need to pay all o! this at lower price G+ay $ess E 4et #ore. 3eside that we can enCoyin& special !un with Tatanano% our earth also will !eel happy Tatanano "ecause Tatanano also is the en)ironment !riendly car. '.0 A3+ert!s!"g Pr gram 0e aims to in!orm #alaysians this is the cheapest car in the world and persuade #alaysians to "uy Tata Nano due to this car is sa!ety% use!ul% all in &ood Auality and also en)ironment !riendly "y de)elopin& an ad)ertisin& pro&ram. '.0.1 O"/!"e A3+ert!seme"t Birst step we start "e!ore lunchin& Tata Nano% we do the online ad)ertisement. Tata Nano created a 0e" site G www.tatanano.com G on #arch 00- to "etter communicate with the customers. In the 0e" site% we posted the photo cate&ories and )ideos to pro)ide customers the in!ormation and special !eatures o! Tata Nano and "rin& them inside the company. In addition to with
photos and )ideos% the we" site links to recent news a"out Tata Nano and space !or pu"lic !eed"ack. 3esides that% 3lo&s ha)e "ecome an important outlet !or word o! mouth which are re&ularly updated online diaries. 3lo&s is "rin&in& toðer people with common interests. They )ary wide and can in!luence a )ast audience due to many internet users ha)e read 3lo&s. 0e can esta"lish the "lo& network and care!ully monitorin& to !ind out whatIs on peopleIs minds especially the potential customers. This is a cheapest and &ood way to "uild up "rand awareness. '.0.2 Te/e+!s! " A3+ert!seme"t Tele)ision ad)ertisement is )ery expensi)e "ut this is the most power!ul to per!orm the Tata Nano to the pu"lic "y demonstratin& Tata Nano attri"utes and persuasi)ely explainin& their correspondin& consumer "ene!its. 3y lower ad)ertisin& "ud&et% we cannot do the TH ad)ertisement in whole day% so we Cust choose the prime time ?
m G 11pm@ to place the ad)ertisement. 3y properly desi&ned and executed TH ad)ertisement can impro)e "rand eAuity and a!!ect sales and pro!its.
'.0.0
Ra3! A3+ert!seme"t #ost o! the #alaysians listen to the radio daily. Now a day ha)e many !acilities such as
#+9% hand phone and so on% is con)enience !or the people to listen the radio anytime at anywhere% This is a cheap and per)asi)e medium !or us to create the "rand awareness "y repeatedly listen the ad)ertisement and the "rand name. ,d)anta&es o! the radio ad)ertisement are !lexi"ility% Auick response and also more e!!ecti)e media !or reachin& teens. '.0.' Ne,s$a$er A3+ert!seme"t
3eside that the radio% most o! the #alaysians also will saw a newspaper e)eryday. So this is &ood market co)era&e. Brom here% Tata Nano can &et the "road acceptance and &ood reputation !rom #alaysians. Newspaper ad)ertisin& is inexpensi)e. '.' Market!"g Cam$a!g" This #arketin& campai&n is "ase on e)ery !our month D '.'.1 Market!"g Cam$a!g" 2 r <u/y 200= t O&t *er 200= Tata Nano will lunch at #alaysia on .uly 00-. $aunchin& pro&ram is )ery important !or positionin& which is the act o! desi&nin& Tata Nano and ima&e to occupy #alaysia in the minds o! the tar&et market. $aunchin& pro&ram also is one o! the promotion strate&ies to "uild awareness% throu&h launchin& at pu"lic center Tata #otor will introduce the Tata Nano to market. In .uly and ,u&ust% we !ocus on marketin& campai&n which will take place at all the I+T, and I+TS which ha)e or&ani/e the con)ocation% "y pro)idin& product display and "annerQ and the peoples can ha)e the experience with Tata Nano "y pro)ide the opportunities to dri)e Tata Nano around the campus. Theme !or this campai&n is I4ood !uture with Tata NanoI. Reason !or this marketin& campai&n is one o! our tar&ets are students such as !resh &raduate who Cust &et the new Co" and also the international students. Bresh &raduate need the transportation in their workin& li!e "ut they canIt a!!ord to "uy the too expensi)e carQ international student Cust need the car which is economy and usin& it in short period around -9years !or their student li!e in #alaysia. This is cheapest cost "y e)ent or campai&n in the campus. In Septem"er and 6cto"er% #alaysians will cele"rate two "i& !esti)als toðer% there are 8ari Raya +uasa ,idi!itri and Deepa)ali. So we can !ocus on lower income &roup with !amily especially those are come !rom #alay !amily or Indian !amily. Use the mail% telephone% !ax% email to communicate directly with them. 3ase on historical% more o! the #alay or Indian will
"uy the car "e!ore !esti)al. IRaya with Tata NanoI can "e the theme !or our campai&n at this period% and promote them Tata Nano is cheapest and sa!ety. '.'.2 Market!"g Cam$a!g" 2 r N +em*er 200= t 7e*ruary 200= In No)em"er and Decem"er% #alaysia ha)e the #e&a Sales due to #erry (hristmas and New Pear in the end o! the year at whole #alaysia so that ha)e many people will &o to shoppin&. 0e can or&ani/e the e)ent at shoppin& centers in #alaysia such as 5$((% #id)alley% 3erCaya Times SAuare% and Sun&ai 0an& "y pro)idin& product display and "anner. 6n .anuary and Be"ruary% most o! the employees in #alaysia will &et the "onus in this so the purchasin& power will increase. 3eside that (hinese New Pear is at Be"ruary. period Send the
"rochures to the small and medium company or o!!ice and do the introduction or "rie!in& to them. Bollow "y mail% telephone% !ax or e-mail to de)elopin& '.'.0 Market!"g Cam$a!g" 2 r Mar&% 200= t <u"e 200= e!!ecti)e communication.
0e will do the road show at e)ery state ?whole #alaysia@. 0e can ha)e the road show at the center market such as all market at all the state. 8a)e many people will &o to market early mornin& to "uy the )e&eta"le% take the "reak!ast or "uy the necessary thin&s. #ost o! them are women or housewi!e who may "e come !rom the lower or medium income !amily. Some o! them &o to +asar "y motorcycle or "y "us. There are our tar&et markets. 0e can promote Tata Nano to them such as% Tata Nano is the cheapest car in the world% 4et the Tata Nano to "e second car !or their !amily mem"er especially !or their children or elder parent% I<asy li!e with Tata NanoI. 8ousewi!e or mother can &o to +asar or anywhere "y Tata Nano "etter than motorcycle or "y "us !or complete their daily matter more e!!ecti)ely. 0hen the women &et the news% they will pass this news to their !riend immediately. This will help us to promote Tata Nano e!!ecti)ely in the local society. ,t the road show% people also can &et the experience with Tata Nano "y ha)e the opportunities to dri)e the Tata Nano car "e!ore purchase it.
).0 ).1
C%a""e/ 2 #!str!*ut! " Strateg!es #!re&t market!"g &%a""e/ >?er 8/e+e/ &%a""e/6 #anu!acturer (ustomers
0e per!orm the Tata Nano in #alaysia "y sellin& it directly to customers. (ustomers can deal directly with our dealers and make the "ookin& !or Tata Nano "y )isit our sales o!!ice or at any special e)entOcampai&n. 3esides that% customers also can &et the in!ormation or make the "ookin& )ia the telephone ?1->00->>-nano@ and throu&h the Internet ? www.tatanano.com @. 3y this way we can sa)e more cost and maintain the cheapest purchasin& price rather than throu&h retailers or resellers. ).2 P%ys!&a/ 7/ , Transporters% 0arehouses ,ssem"ly 0orkshop ,t #alaysia (ustomers
Tata #otor at India
Brom the dia&ram% can know that Tatanano will send the paths to the #alaysia a!ter recei)ed the order !rom the sales o!!ice. ,!ter that% we will assem"le a car at the workshop. Binally% send to the customers directly. Brom here% we can o!ten pro)ide !aster deli)ery to customers "ecause we are closer to the customers. ).0 Payme"t 7/ , 3anks Sale 6!!ice ,t #alaysia 3anks (ustomers
Tata #otor at India
(ustomers can payin& "ills "y cash or do the !inancin& !rom "ank. (ustomers pay less "y this dia&ram due to not need to pay extra commission to third party such as wholesalers or retailers. Tata #otor also can collect the payment more e!!icient.
).'
I"2 rmat! " 7/ , Sale 6!!ice (ustomers ,t #alaysia (ustomers can &et the in!ormation directly !rom Tata #otor such as new product% price
Tata #otor at India
de)elopment and so on. Tata #otor can more understandin& customerIs needs when recei)in& customers% response calls and mailin&s or throu&h internet "lo&. I! customers ha)e any need or complaint% we can satis!y them immediately "y deal with customers directly. ).) Pr m t! " 7/ , #arketin& (ampai&nO<)ent Tata #otor at India Sale 6!!ice ,t #alaysia #edia (ustomers
8a)e two ways o! promotion !low% directly and indirectly. Directly is weIll or&ani/e the marketin& campai&n% e)ent and road show. 3y this way% weIll promote Tatanano to tar&et market "y !ace "y !ace and pro)ide the opportunities to them try to dri)e the Tatanano. Indirect ways are we will do the ad)ertisement throu&h media such as internet% TH% radio and also newspaper. 3y this promotion !low% Tata #otor aims to create "rand awareness and increase the sales in the #alaysia.
-.0 7!"a"&!a/ P/a" This section will o!!er the o)er)iew o! Tata Nano related marketin& acti)ities. It is include% sale !orecast% expense !orecast% "reak e)en analysis and how those relate to the market strate&y.
-.1 1reak e+e" a"a/ys!s 3reak e)en analysis indicates that 99=- unit or K ;=%1=>%::= will "e reAuired in monthly sales re)enue to reach the "reak e)en point.
Ta"leD 3reak <)en ,nalysis 1reak e+e" a"a/ys!s @ #onthly unit "reak e)en #onthly sales "reak e)en 99=K;=%1=>%::
= #onthly unit production =0>9 ,)era&e per unit re)enue K19:0; ,)era&e per unit )aria"le cost K>%-1; ,)era&e per unit !ixed cost K =90. > <stimated monthly !ixed cost K1=%000%00 0
-.2 Sa/es 2 re&ast Sale was !orecasted Auarterly "asis% with adCustment o! seasonal !actor. ,t #alaysia there is 9 main cele"rations each year% which ,idil Bitri% (hinese new year% and Deepa)ali% those !actors was used as seasonal !actor. Since one o! our tar&et markets is !resh &raduate student% &raduation month also was used as seasonal !actor to adCust our !orecasted sales. The sales was !orecasted to increase 10 percent annually% sales !orecast can "e re!er to &raph "elow. Bi&ure D Sales Borecast
-.0 Market!"g E;$e"se 7 re&ast #arketin& expense !orecast will "e used as tool to keep the marketin& department on tar&et and pro)ide indicators when corrections are needed !or the proper implementation o! the marketin& plan. <xpenses are tracked in maCor marketin& cate&ories o! ad)ertisement% marketin& campai&n% direct marketin& and other. #arketin& are "ud&eted at approximately o! > percent o!
total sales !or 9rdAuarter o! 00-% the marketin& expense will "e hi&h durin& those Auarter to penetrate market and promotin& our product so costumer will reali/e a"out existence o! our new product. Bor the next comin& years the marketin& expense will "ud&eted approximately 9-; percent o! total sales. Ta"le D #arketin& <xpense Borecast 0r3 Auarter 200= A3)ert!seme"t G Newspaper% 3ill"oard and #a&a/ine G TH ad)ertisement G 6nline ad)ertisement G Radio ad)ertisement Market!"g &am$a!g" G 4rand $aunchin& e)ent G 4raduation campai&n G 8ari raya aidil !itri campai&n G Depa)aali campai&n G (hristmas campai&n G (hinese new year G Roadshow #!re&t market!"g G 1->00 toll !ree G 0e" site Ot%er G +rinted material ?"rochure% "anner% etc@ T ta/ Per&e"t 2 sa/es R000%000 1%000%000 100%000 00%000 :%000%000 %000%000 %000%000 %000%000 %000%000 %000%000 9%000%000 110%000 100%000 1%000%000 1-%-10%000 >.0-L 100%000 :1%000 >00%000 10%::1%000 9.:1 L 100%000 :1%000 =00%000 :%:00%000 9.1 L 100%000 :1%000 =00%000 >%:00%000 9.-:L 't% Auarter 200= 1%100%000 ;%000%000 100%000 00%000 1st Auarter 2010 1% 00%000 9%100%000 :1%000 110%000 2"3 Auarter 2010 1% 00%000 9%100%000 :1%000 110%000
Ta"le D #ilestone o! 5ey #arketin& ,ct)ities #ilestone #arketin& plan completion 0e" site launchin& completion Start date 1O0 O0<nd date 1O09O011O09O090O0=O10 3ud&et 0 100%000 1%-00%000 mana&er Department
and 1O0 O0-
News paper% ma&a/ine and 1O0:O0-
#arketin& marketin& mana&er +romotion and +romotion ad)ertisin& and mana&er ad)ertisin& +romotion and +romotion
"ill"oard ad)ertisement TH ad)ertisement Radio ad)ertisement 4rand launchin& 4raduation campai&n 8ari raya aidil !itri campai&n Depa)aali campai&n (hristmas and campai&n Roadshow new 1O0:O01O0:O090O0=O10 90O0=O10 1=%000%000 :00%000 :%000%000 %000%000 %000%000 %000%000 %000%000 9%000%000
0=O0:O0- 01O0>O1O0-O01O10O091O0>O090O0-O091O10O0-
ad)ertisin& mana&er +romotion and ad)ertisin& mana&er +romotion and ad)ertisin& mana&er #arketin& mana&er Sales mana&er #arketin& mana&er #arketin& mana&er #arketin& mana&er Sales mana&er
and ad)ertisin& +romotion and ad)ertisin& +romotion and ad)ertisin& marketin& Sales marketin& #arketin& #arketin& Sales
year 10O11O0- 10O01O10 01O09O10 01O0=O10
B.0 IMPLEMENTATION AN# CONTROL The o"Cecti)e o! tata nano marketin& plan is to ser)e as re!erence !or the or&ani/ations. The !ollowin& areas will "e monitored to &au&e per!ormanceD Re)enueD monthly and annual <xpense D monthly and annual (ustomer satis!action Sales &rowth "y 10 percent annually B.1 Market!"g Orga"!?at! " #arketin& mana&er will "e primarily responsi"le !or the marketin& acti)ities. #arketin& mana&er will dele&ate responsi"ilities to promotion and ad)ertisin& mana&er to mana&e product promotion and ad)ertisin&. Sales mana&er will responsi"le !or sale per!ormance. #arketin& director will super)ise all department
B.2 C "t!"ge"&y $/a" #!22!&u/t!es a"3 r!sks Slow sales resultin& less than proCected cash !low Unexpected and excessi)e cost increase compared to the !orecasted sales 6)erly a&&ressi)e and de"ilitatin& actions "y competitors Si&ni!icant economic downturns . rst &ase r!sk !"&/u3e $iAuidate asset to co)er marketin& expenses and lia"ilities Determinin& the product cannot support itsel! on on&oin& "asis
doc_322143218.pdf
automo"ile company in India. It's (hairman% #r Ratan Tata en)isions that Tata Nano to "ecome a *+eople's car*which is a!!orda"le "y almost e)ery"ody. Tata Nano was !irst launched in India on 1st ,pril 00- and expected to "e in Indian market "y .uly 00-. Since launchin&% it has created a hu&e "u// all o)er India. 0ithin the !irst two days o! lunchin&% it has recei)ed 1100 "ookin&. The !i&ures keep increasin& e)ery day since the launchin&. 0hat makes Tata Nano so cheap2 3asically% "y makin& thin&s smaller% li&hter% do away with super!icial parts and chan&e the materials where)er possi"le without compromisin& the sa!ety and en)ironmental compliance. It is said that Tata Nano has "etter milla&e than Toyota +rius and same &as emission as a scooter. Tata Nano will "e imported to #alaysia "y Tata Industries in parts. It will "e assem"led in its two !actories i.e in Shah ,lam% Selan&or and +asir 4udan&% .ohor 3ahru. There are !our distri"ution centres in +eninsular #alaysia i.e. in 5uala $umpur% +enan&% .ohor 3ahru and 5uantan. ,ll Tata Nano cars will "e distri"uted throu&h these distri"ution centres only. 6rder can "e made )ide these distri"ution centres or its we" site. There are three types o! Tata Nano car a)aila"le i.e. Tata Nano% Tata Nano (7 and Tata Nano $7. 8owe)er% due to hot weather in #alaysia% only Nano (7 will "e "rou&ht to #alaysia and will "e sold here. The sellin& price o! Nano (7 in #alaysia is R# 19%:0; per unit. It is estimated that &ross pro!it !or the !irst year would yield xxx% second year xxx and third year xxx. <stimated monthly instalment payment is xxx !or se)en years period. 0ith this price% the tar&et market is )ery wide which includes those with income R# 000 per month% students% !emale workers and scooters' riders.
2.0
SITUATION ANALYSIS Tata #otors $imited is India's lar&est automo"ile company% with re)enues o! Rs.
91=11.;> crores ?USD >.> "illion@ in 00:-0>. It is the leader in commercial )ehicles in each se&ment% and amon& the top three in passen&er )ehicles with winnin& products in the compact% midsi/e car and utility )ehicle se&ments. The company is the world's !ourth lar&est truck manu!acturer% and the world's second lar&est "us manu!acturer. In #arch 00>% Tata #otors acAuired Bord's U5 "ased car "rands .a&uar and $and Ro)er ?33( News% 00>@. ,ccordin& to Ratan Na)al Tata ?(hairman o! Tata 4roup@% the need !or an inno)ation like Nano has &ot to do somethin& !or the people o! India and transport. Una)aila"ility and poor Auality o! mass transport is a common pro"lem in India. In a two wheeler% !ather dri)in& with elder child standin& in !ront and wi!e "ehind holdin& a "a"y is norm in this country. Thus% this is a relati)ely an unsa!e mode o! transportin& a !amily. Thus% with this in mind Tata Nano was created as a sa!er !orm o! transport. ,s one o! its o"Cecti)es is to "ecome an Indian "usiness con&lomerate operatin& in many countries% Tata Nano will "e introduced in #alaysia. .1 Market Summary
It is estimated that #alaysia has more than 1 million motorcycles on the road% compared to o)er ; million motorcars?I(<% [email protected] maCority o! motorcycle "uyers or users does not own a car and "elon& to the lower and middle-income &roup. , si&ni!icantly lar&er percenta&e o! motorcycle users in #alaysia are male.
.1.1
Target Markets
The company is tar&etin& lower income &roup with !amily% !irst-time "uyers o! car ?!resh &raduates@ and motorcycle owners.
2.1.2
P s!t! "!"g
Tata Nano will position itsel! as the world cheapest car and yet does not compromise the Auality% sa!ety and en)ironment. This positionin& will "e achie)ed "y le)era&in& Tata Nano's competiti)e ed&eD industries experience !rom the parent company Tata #otor who has "een in )ehicles industries ?commercial% passen&ers E utilities@ since 1-;1. Tata motor has &ood suppliermanu!acturer relationship with more than 100 components.
2.1.2
#em gra$%!&s
+opulation % demo&raphics% rural ur"an% )ital statistics !rom #alaysian auto report.
2.1.'
(e gra$%!&s
Tata #otors has tar&eted the ur"an area in #alaysia. This is &oin& to "e 5uala $umpur and .ohor 3ahru. There are 1 million motorcycle riders in #alaysia.
2.1.)
#!str!*ut! " re+!e,
.ust like in India% Tata Nano will "e positioned as an a!!orda"le car e)en in o)erseas markets. F<asy-to-assem"le kits' will "e imported !rom Tata in India. The car then will "e assem"led at
pre-de!ined locations. The proposed locations are Shah ,lam% Selan&or and
+asir 4udan&%
.ohor 3ahru. It will "e then redistri"uted to showrooms that will "e set up "ased on re&ion. 90 sales o!!ices will "e opened throu&hout #alaysia.
2.1.-
C m$et!t r re+!e,
The main competitors are +roton% +erodua% Toyota and 8onda. The ta"le "elow indicates the market share o! the main competitors in the auto industry !or the year 00>.
.
S.OT A"a/ys!s The !ollowin& S06T analysis in)esti&ates the #alaysian political% economic and
"usiness en)ironment. The !ollowin& !indin& are adapted !rom #alaysian ,uto Report 00-.
a. Ma/ays!a P /!t!&a/ S.OT 0 Ma/ays!a P /!t!&a/ S.OT Stre"gt%s #alaysia is a success!ul example o! a democratic Islamic state. Despite murmurs o! discontent amon& hard-line #uslims in some states% multiracial #alaysia is unlikely to a"andon moderate Islam .eak"esses The #alay hal! o! the population holds a constitutionally enshrined special position in society% amountin& to positi)e discrimination in not only Co"s% "ut also wealth. O$$ rtu"!t!es The weak per!ormance "y the rulin& 3arisan Nasional in the &eneral elections held on #arch > 00>% has pa)ed the way !or the stalled re!ormist a&enda Gpromised "y +rime #inister
,"dullah ,hmad 3adawi "ack in 00; G to &ather pace. This would help to open up the country's closed political system and impro)e transparency and accounta"ility within key institutions. T%reats <thnic tension will remain a non-)iolent% "ut simmerin&% pro"lem% so lon& as there remains a threat that the in!luence o! hardline Islam could re)i)e. Bor now% howe)er% the hardliners ha)e lost much o! their political clout. The poor showin& o! 3arisan Nasional at the 00> &eneral elections has put +rime #inister ,"dullah under intense pressure !rom "oth opposition parties and mem"ers o! his United #alays National 6r&anisation ?UN#6@ party% who "lame him !or the coalition's worst e)er result.
". Ma/ays!a E& " m!& S.OTays!a E& " m!& S.OT Stre"gt%s Durin& the past !our decades% #alaysia has trans!ormed itsel! !rom a commodities-dependent "ackwater into a maCor world source !or electronics andcomputer parts. #alaysia is the world's lar&est producer o! ru""er% palm oil% pepper and tropical hardwoods% and is also a net exporter o! crude oil. ,ll this pro)ides a solid plat!orm !or economic &rowth .eak"esses #alaysia's relati)e insulation !rom &lo"al ener&y price shocks is "ein& eroded. 0ithin the next 1 years #alaysia could "ecome a net importer o! oil #alaysia's economic openness can "e as much o! a "urden as a "ene!it% since it con!ers a hi&h de&ree o! )ulnera"ility to &lo"al &rowth and capital !lows. O$$ rtu"!t!es
The opportunity !or pri)ate-sector-led &rowth will impro)e as the &o)ernment continues di)estment o! state shareholdin&s in order to raise !unds to narrow the "ud&et de!icit. T%reats 0a&es are hi&her in #alaysia than in a num"er o! its competitors% such as (hina and Hietnam% which could "e a lon&-term hindrance to economic expansion. To maintain its competiti)e ed&e% #alaysia needs a steady stream o! inward in)estment <xport competiti)eness could "e eroded i! the exchan&e rate continues to appreciate markedly. &. Ma/ays!a 1us!"ess E"+!r "me"t S.OT ' 1 Stre"gt%s Standards o! corporate &o)ernance in #alaysia ha)e &reatly impro)ed since the ,sian !inancial crisis at the end o! the 1--0s G more so% in !act% than in many nei&h"ourin& countries. Borei&n companies% or at least !orei&n manu!acturin& companies% lookin& to do "usiness in #alaysia will continue to "e welcomed with open arms% with the &o)ernment o!!erin& la)ish tax "reaks and concessions. .eak"esses State su"sidisation o! prices will remain a peripheral "ut persistent part o! daily economic li!e in #alaysia. Doin& "usiness in #alaysia will always% to some extent% mean dealin& with the politically well-connected. 3i& construction proCects G and "i& contracts !or !orei&n construction !irms G are unlikely to "e as much o! a priority !or #alaysia's &o)ernment as they were under the pre)ious administration o! !ormer prime minister #ahathir #ohamad. O$$ rtu"!t!es The opportunity to in)est in #alaysian state assets could impro)e. The &o)ernment% i! it sticks to its word% will conduct its "i&&est e)er di)estment o! state shareholdin&s. #alaysia is
ea&er to compete &lo"ally in "ankin&% and althou&h it currently lacks a domestic champion% with ten main institutions in the market% "ank consolidation is a stron& possi"ility. T%reats The waterways and shippin& lanes that surround #alaysia will continue to pose the threat o! piracy and terrorism #alaysia is at risk% concei)a"ly% o! losin& out to (hina in the race !or !orei&n in)estment. +enan&% once the pillar o! #alaysia's electronics industry% has seen an exodus o! !orei&n !irms% with Sea&ate% #otorola and Solectron all shi!tin& production elsewhere in ,sia.
d. T%e 2 // ,!"g ,!// *e key stre"gt%s a"3 ,eak"ess ,!t%!" t%e & m$a"y a"3 3es&r!*es t%e $$ rtu"!t!es a"3 t%reats 2a&!"g Tata Na" .
Stre"gt% The internationalisation strate&y so !ar has "een to keep local mana&ers in new acAuisitions% and to only transplant a couple o! senior mana&ers !rom India into the new market. The "ene!it is that Tata has "een a"le to exchan&e expertise. The company has had a success!ul alliance with Italian mass producer Biat since 00=. This has enhanced port!olio !or Tata the product
and Biat in terms o! production and knowled&e exchan&e. Bor ha)e an
example% the Biat +alio Style was launched "y Tata in 00:% and the companies a&reement to "uild a pick-up tar&eted at (entral and South ,merica. .eak"esses
The companyIs passen&er car products are "ased upon 9rd and ;th &eneration plat!orms% which put Tata #otors $imited at a disad)anta&e with competin& car manu!acturers. 6ne which is o!ten not reco&nised is that in <n&lish the word ItatI means ru""ish.
O$$ rtu"!t!es In the summer o! 00> Tata #otorIs announced that it had success!ully purchased the $and Ro)er and .a&uar "rands !rom Bord #otors !or U5 J .9 million. Two o! the 0orldIs luxury car "rand ha)e "een added to its port!olio o! "rands% and will undou"tedly o!! the company the chance to market )ehicles in the luxury se&ments. Tata #otors $imited acAuired Daewoo #otorIs (ommercial )ehicle "usiness in 00; !or around USD K1= million. Nano is the cheapest car in the 0orld - retailin& at little more than a motor"ike. The new and emer&in& industrial nations such as India% South 5orea and (hina will ha)e a thirst !or low-cost passen&er and commercial )ehicles. These are the opportunities. 8owe)er the company has put in place a proacti)e (orporate Social Responsi"ility ?(SR@ committee to address potential strate&ies that will make is operations more sustaina"le. The ran&e o! Super #ilo !uel e!!icient "uses are powered "y super-e!!icient% eco-!riendly en&ines. The "us has optional or&anic clutch
with "ooster 10L. T%reats
assist and "etter air intakes that will reduce !uel consumption "y up to
6ther competin& car manu!acturers ha)e "een in the passen&er car "usiness !or ;0% 10 or more years. There!ore Tata #otors $imited has to catch up in terms o! Auality and lean production. Sustaina"ility and en)ironmentalism could mean extra costs !or this low-cost producer. This could impact its underpinnin& competiti)e ad)anta&e. 6")iously% as Tata &lo"alises and "uys into other "rands this pro"lem could "e alle)iated. Since the company has !ocused upon the commercial and small )ehicle se&ments% it has le!t itsel! open to
competition !rom o)erseas companies !or the emer&in& Indian luxury se&ments. Bor example I(I(I "ank and Daimler(hrysler ha)e in)ested in a new +une-"ased plant which will "uild
1000 new #ercedes-3en/ per annum. 6ther players de)elopin& luxury cars tar&eted at the Indian market include Bord% 8onda and Toyota. In !act the entire Indian market has "ecome a tar&et !or other &lo"al competitors includin& #aruti Udyo&% 4eneral #otors% Bord and others. Risin& prices in the &lo"al economy could pose a threat to Tata #otors $imited
on a couple o! !ronts. The price o! steel and aluminium is increasin& puttin& pressure on the costs o! production. #any o! TataIs products run on Diesel !uel which is "ecomin& expensi)e &lo"ally and within its traditional home market.
.9
O*4e&t!+es a"3 !ssue 0e ha)e set a&&ressi)e yet achie)a"le o"Cecti)es !or the !irst% second and third year o! market entry. Birst year o"Cecti)e ? .uly 00- to Decem"er 00-@ 0e want to achie)e 1%000 units o! sales &ainin& M.market share L &et !rom market si/e Second year o"Cecti)e ?.,N 010 T6 D<( 010@ 0e want to achie)e 10L increase in Auarterly "asis ?R# ;>%=00@ Third year o"Cecti)e ?.,N 011 T6 D<( 011@ 0e want to achie)e 10L increase in Auarterly "asis ?R# 19% ;=0@
20 MAR5ETIN( MIX STRATE(IES
0.1 Pr 3u&t Strateg!es
The product strate&y which will "e adapted would "e the strai&ht product extension% which is marketin& the car in another !orei&n market without any chan&e. This is "ecause there would "e no additional product de)elopment cost% manu!acturin& chan&es% or new promotion.
0.2 Pr 3u&t Re+!e, • • • There are three )ariants in the Nano ran&eD Nano% Nano (7 and Nano $7 6nly the Nano (7 )ariant would "e introduced in the #alaysia #arket !or the !irst sta&e Tata Nano $7 will introduced in the #alaysia #arket durin& the !ollowin& year
The car has achie)ed its low price "y minimi/in& costs on unnecessary *luxuriesN% the "asic Nano comes without !ront and rear !o& li&hts% without a heater or air conditionin&% without anti-lock "rakes% only one sin&le windscreen wiper% manually operated windows% manual steerin& with no air "a&s% tiny 1 N wheels% plastic "ody parts Coined with adhesi)e instead o! more con)entional metal and weldin& and a two cylinder = 9 cc en&ine that pro)ides a massi)e maximum speed o! =1 mph ?around 101 kmOh@. ,mon& the !eatures o! the car areD a6 Sty/!s% a"3 & m2 rta*/e The +eople's (ar% desi&ned with a !amily in mind% has a roomy passen&er compartment with &enerous le& space and head room. It can com!orta"ly sit !our persons. Bour doors with hi&h seatin& position make in&ress and e&ress easy. Pet with a len&th o! 9.1 metres% width o! 1.1 metres and a hei&ht o! 1.= metres% with adeAuate &round clearance% it can e!!ortlessly manoeu)re on "usy roads in cities as well as in rural areas. Its mono-)olume desi&n% with wheels at the corners and the power train
at the rear% ena"les it to uniAuely com"ine "oth space and manoeu)ra"ility% which will set a "enchmark amon& small cars.
*6 7ue/8e22!&!e"t e"g!"e The +eople's (ar has a rear-wheel dri)e% all aluminium% two-cylinder% 1 9 cc% 99 +S% multi point !uel inCection petrol en&ine. This is the !irst time that a two-cylinder &asoline en&ine is "ein& used in a car with a sin&le "alancer sha!t. The lean desi&n strate&y has helped minimise wei&ht% which helps maximise per!ormance per unit o! ener&y consumed and deli)ers hi&h !uel e!!iciency. +er!ormance is controlled "y a specially desi&ned electronic en&ine mana&ement system. &6 Meets a// sa2ety re9u!reme"ts The +eople's (ar's sa!ety per!ormance exceeds current re&ulatory reAuirements. 0ith an all sheet-metal "ody% it has a stron& passen&er compartment% with sa!ety !eatures such a s crumple /ones% intrusion-resistant doors% seats "elts% stron& seats and anchora&es% and the rear tail&ate &lass "onded to the "ody. Tu"eless tyres !urther enhance sa!ety. 36 E"+!r "me"t82r!e"3/y The +eople's (ar's tailpipe emission per!ormance exceeds re&ulatory reAuirements. In terms o! o)erall pollutants% it has a lower pollution le)el than two-wheelers "ein& manu!actured in #alaysia today. The hi&h e!!iciency also ensures that the car has low car"on dioxide emissions% there"y pro)idin& the twin "ene!its o! an a!!orda"le transportation solution with a low car"on !ootprint.
0.0 1ra"3!"g 3rands identi!y the source or maker o! a product and allow consumers G either indi)iduals or or&anisations to assi&n responsi"ility !or its per!ormance to a particular manu!acturer or distri"utor. 3randin& is endowin& products and ser)ices with the power o! a "rand. It's all a"out creatin& di!!erences "etween products. Bor "randin& strate&ies to "e success!ul and "rand )alue to "e created% consumers must "e con)inced there are meanin&!ul di!!erences amon& "rands in the product or ser)ice cate&ory. In Tata Nano's case% the "randin& strate&y used is corporate name com"ined with indi)idual product names. This company's name le&itimises and the indi)idual name indi)idualises the new product 0.' Pr 3u&t Strategy
The Tata Nano (7% includin& all the !eatures descri"ed in the earlier +roduct Re)iew section% will "e sold with a three-year warranty or 100%000km warranty% whiche)er comes !irst. 0e will introduce the Tata Nano $7 durin& the !ollowin& year% a!ter we ha)e esta"lished our Tata "rand. The "rand and lo&o will "e displayed on the car as well as in all marketin& campai&ns.
0.) Pr!&!"g Strateg!es
The (ost price is an estimated USD % ; 0 or eAui)alent to R#>%-1;% which includes import tax% duties excise % sales tax% shipment costs and assem"ly cost . The sellin& price !or the #alaysian market is R#19%:0;.00% which is inclusi)e o! standard accessories% "ut exclude road tax ?R#:0.00@% re&istration !ees ?R#110.00@% num"er plate ?R#10.00@ and ownership endorsement !ee ?R#10.00@% sales tax ?R#19:0.;0@ which amounted to R#9 0.00. The 6n-The-Road price
will "e R#11:-:.;0.These prices re!lect a strate&y o! takin& a share !rom esta"lished competitors% such as +erodua' s model o! 5ancil and Hi)a.
0.).1 Sett!"g t%e $r!&e : se/e&t!"g $r!&e *4e&t!+es
Tata Nano #alaysia ?TN#@ has set maCor three o"Cecti)es in its e!!ort to position itsel! in the #alaysia ,utomoti)e market. maximum market share. a. Sur+!+a/ Intense competition !rom #alaysia's second car manu!acturer% +erodua !or a share o! the automoti)e market se&ment !or the "elow 1%000 cc cate&ory will spur TN# to ensure that the car price co)ers )aria"le costs and some !ixed costs. In this case% sur)i)al is a short term o"Cecti)e as in the lon& run% TN# will add )alue such as added sa!ety !eatures to the Nano ran&e. *. Ma;!mum &urre"t $r 2!t TN# has set a price that will maximi/e current pro!its% cash !low and return on in)estment% a!ter takin& into consideration the demand and costs in)ol)ed. ,s this cate&ory o! small !orei&n cars se&ment has not "een really tested "y other manu!acturers% there!ore the demand is rather di!!icult to estimate "ut TN# is con!ident o! a &ood response towards its entry into the #alaysian market. c. Ma;!mum Market S%are Bor the #alaysian market% TN# will implement the market-penetration pricin&% which is to set a low price !or a new car in order to attract a lar&e num"er o! "uyers and a lar&e The o"Cecti)es areD Sur)i)al% maximum current pro!it and
market share. This will "e done "y achie)in& hi&h sales )olume% which will results in !allin& costs% allowin& the company to cut its price e)en !urther. 0e are positi)e enou&h that the #alaysia car market is hi&hly price sensiti)e% as a low price produces more market &rowth. TN# is also con!ident that production and distri"ution costs will !all as sales )olume increases and the low price o! Nano cars will help to keep out competition and maintain its low-price position. The low-price entry will pro)ide #alaysians consumers with a )ia"le alternati)e to +erodua G#alaysia second National car. Burther li"erali/ation is expected as #alaysia implements the ,S<,N Bree Trade ,rea a&reement% which commits the #alaysia 4o)ernment to scrap !orei&n car taxes.
;0 '.1
PROMOTION STRATE(IES O*4e&t!+es 2 Pr m t! " Strateg!es 3e!ore determine the promotion strate&ies% we need to )ery clear a"out what are the
o"Cecti)es we need to achie)e. 0e know as a"o)e% our missions are to promote Tata nano in #alaysia and increase the sales Auarterly. Tata Nano is )ery new !or #alaysian% they !eel !resh with this new "rand and concept o! this car. Tata Nano will &et into #alaysia market in .uly 00-. So !irst o! the o"Cecti)e !or promotion strate&ies are aims to create "rand awareness and conceptOknowled&e o! this new car G Tata Nano. This is the cheapest car in the world and "urst into the worldwide market in the short time. 3ut still is the new "rand !or the #alaysians% so we do the ad)ertisement and or&ani/e the e)ent or campai&n in su!!icient detail to esta"lish the &ood "rand attitudes. 3rand awareness is important to pro)ide a !oundation !or "rand eAuity. ,!ter that% our second o"Cecti)e is knowled&e and persuasi)e. 0e aim to create likin&% pre!erence% con)iction% and purchase o! a Tata Nano car. 0e can do the comparison with other
cars which are hi&her purchase price and this price is not e)ery people will "e a!!orda"le especially lower income !amilies and students. 3eside that we will con)ince current purchasers that we will &i)e the potential customer to enCoyin& the &ood experience with Tata Nano "y &i)e try to dri)e the Tata Nano "e!ore "uyin& the car. ,nd also will pro)ide them warranty to the Tata Nano. 0e will or&ani/e all the promotion strate&ies with lower cost to maintain the lower purchase price !or the Tatanano in #alaysia. '.2 Pr m t! " Tag /!"e FHave Fun, Pay Less, get more with Tata Nano’ 0hy we esta"lish this ta& line2 3ecause this is make all the #alaysian to easy to remem"ered Tata Nano and !eel happy all the ways with Tata Nano. Tata Nano is sa!ety and you can tra)el e)erywhere "y Tata Nano with your !amily or !riends with !un% "ut you Cust need to pay all o! this at lower price G+ay $ess E 4et #ore. 3eside that we can enCoyin& special !un with Tatanano% our earth also will !eel happy Tatanano "ecause Tatanano also is the en)ironment !riendly car. '.0 A3+ert!s!"g Pr gram 0e aims to in!orm #alaysians this is the cheapest car in the world and persuade #alaysians to "uy Tata Nano due to this car is sa!ety% use!ul% all in &ood Auality and also en)ironment !riendly "y de)elopin& an ad)ertisin& pro&ram. '.0.1 O"/!"e A3+ert!seme"t Birst step we start "e!ore lunchin& Tata Nano% we do the online ad)ertisement. Tata Nano created a 0e" site G www.tatanano.com G on #arch 00- to "etter communicate with the customers. In the 0e" site% we posted the photo cate&ories and )ideos to pro)ide customers the in!ormation and special !eatures o! Tata Nano and "rin& them inside the company. In addition to with
photos and )ideos% the we" site links to recent news a"out Tata Nano and space !or pu"lic !eed"ack. 3esides that% 3lo&s ha)e "ecome an important outlet !or word o! mouth which are re&ularly updated online diaries. 3lo&s is "rin&in& toðer people with common interests. They )ary wide and can in!luence a )ast audience due to many internet users ha)e read 3lo&s. 0e can esta"lish the "lo& network and care!ully monitorin& to !ind out whatIs on peopleIs minds especially the potential customers. This is a cheapest and &ood way to "uild up "rand awareness. '.0.2 Te/e+!s! " A3+ert!seme"t Tele)ision ad)ertisement is )ery expensi)e "ut this is the most power!ul to per!orm the Tata Nano to the pu"lic "y demonstratin& Tata Nano attri"utes and persuasi)ely explainin& their correspondin& consumer "ene!its. 3y lower ad)ertisin& "ud&et% we cannot do the TH ad)ertisement in whole day% so we Cust choose the prime time ?
m G 11pm@ to place the ad)ertisement. 3y properly desi&ned and executed TH ad)ertisement can impro)e "rand eAuity and a!!ect sales and pro!its.'.0.0
Ra3! A3+ert!seme"t #ost o! the #alaysians listen to the radio daily. Now a day ha)e many !acilities such as
#+9% hand phone and so on% is con)enience !or the people to listen the radio anytime at anywhere% This is a cheap and per)asi)e medium !or us to create the "rand awareness "y repeatedly listen the ad)ertisement and the "rand name. ,d)anta&es o! the radio ad)ertisement are !lexi"ility% Auick response and also more e!!ecti)e media !or reachin& teens. '.0.' Ne,s$a$er A3+ert!seme"t
3eside that the radio% most o! the #alaysians also will saw a newspaper e)eryday. So this is &ood market co)era&e. Brom here% Tata Nano can &et the "road acceptance and &ood reputation !rom #alaysians. Newspaper ad)ertisin& is inexpensi)e. '.' Market!"g Cam$a!g" This #arketin& campai&n is "ase on e)ery !our month D '.'.1 Market!"g Cam$a!g" 2 r <u/y 200= t O&t *er 200= Tata Nano will lunch at #alaysia on .uly 00-. $aunchin& pro&ram is )ery important !or positionin& which is the act o! desi&nin& Tata Nano and ima&e to occupy #alaysia in the minds o! the tar&et market. $aunchin& pro&ram also is one o! the promotion strate&ies to "uild awareness% throu&h launchin& at pu"lic center Tata #otor will introduce the Tata Nano to market. In .uly and ,u&ust% we !ocus on marketin& campai&n which will take place at all the I+T, and I+TS which ha)e or&ani/e the con)ocation% "y pro)idin& product display and "annerQ and the peoples can ha)e the experience with Tata Nano "y pro)ide the opportunities to dri)e Tata Nano around the campus. Theme !or this campai&n is I4ood !uture with Tata NanoI. Reason !or this marketin& campai&n is one o! our tar&ets are students such as !resh &raduate who Cust &et the new Co" and also the international students. Bresh &raduate need the transportation in their workin& li!e "ut they canIt a!!ord to "uy the too expensi)e carQ international student Cust need the car which is economy and usin& it in short period around -9years !or their student li!e in #alaysia. This is cheapest cost "y e)ent or campai&n in the campus. In Septem"er and 6cto"er% #alaysians will cele"rate two "i& !esti)als toðer% there are 8ari Raya +uasa ,idi!itri and Deepa)ali. So we can !ocus on lower income &roup with !amily especially those are come !rom #alay !amily or Indian !amily. Use the mail% telephone% !ax% email to communicate directly with them. 3ase on historical% more o! the #alay or Indian will
"uy the car "e!ore !esti)al. IRaya with Tata NanoI can "e the theme !or our campai&n at this period% and promote them Tata Nano is cheapest and sa!ety. '.'.2 Market!"g Cam$a!g" 2 r N +em*er 200= t 7e*ruary 200= In No)em"er and Decem"er% #alaysia ha)e the #e&a Sales due to #erry (hristmas and New Pear in the end o! the year at whole #alaysia so that ha)e many people will &o to shoppin&. 0e can or&ani/e the e)ent at shoppin& centers in #alaysia such as 5$((% #id)alley% 3erCaya Times SAuare% and Sun&ai 0an& "y pro)idin& product display and "anner. 6n .anuary and Be"ruary% most o! the employees in #alaysia will &et the "onus in this so the purchasin& power will increase. 3eside that (hinese New Pear is at Be"ruary. period Send the
"rochures to the small and medium company or o!!ice and do the introduction or "rie!in& to them. Bollow "y mail% telephone% !ax or e-mail to de)elopin& '.'.0 Market!"g Cam$a!g" 2 r Mar&% 200= t <u"e 200= e!!ecti)e communication.
0e will do the road show at e)ery state ?whole #alaysia@. 0e can ha)e the road show at the center market such as all market at all the state. 8a)e many people will &o to market early mornin& to "uy the )e&eta"le% take the "reak!ast or "uy the necessary thin&s. #ost o! them are women or housewi!e who may "e come !rom the lower or medium income !amily. Some o! them &o to +asar "y motorcycle or "y "us. There are our tar&et markets. 0e can promote Tata Nano to them such as% Tata Nano is the cheapest car in the world% 4et the Tata Nano to "e second car !or their !amily mem"er especially !or their children or elder parent% I<asy li!e with Tata NanoI. 8ousewi!e or mother can &o to +asar or anywhere "y Tata Nano "etter than motorcycle or "y "us !or complete their daily matter more e!!ecti)ely. 0hen the women &et the news% they will pass this news to their !riend immediately. This will help us to promote Tata Nano e!!ecti)ely in the local society. ,t the road show% people also can &et the experience with Tata Nano "y ha)e the opportunities to dri)e the Tata Nano car "e!ore purchase it.
).0 ).1
C%a""e/ 2 #!str!*ut! " Strateg!es #!re&t market!"g &%a""e/ >?er 8/e+e/ &%a""e/6 #anu!acturer (ustomers
0e per!orm the Tata Nano in #alaysia "y sellin& it directly to customers. (ustomers can deal directly with our dealers and make the "ookin& !or Tata Nano "y )isit our sales o!!ice or at any special e)entOcampai&n. 3esides that% customers also can &et the in!ormation or make the "ookin& )ia the telephone ?1->00->>-nano@ and throu&h the Internet ? www.tatanano.com @. 3y this way we can sa)e more cost and maintain the cheapest purchasin& price rather than throu&h retailers or resellers. ).2 P%ys!&a/ 7/ , Transporters% 0arehouses ,ssem"ly 0orkshop ,t #alaysia (ustomers
Tata #otor at India
Brom the dia&ram% can know that Tatanano will send the paths to the #alaysia a!ter recei)ed the order !rom the sales o!!ice. ,!ter that% we will assem"le a car at the workshop. Binally% send to the customers directly. Brom here% we can o!ten pro)ide !aster deli)ery to customers "ecause we are closer to the customers. ).0 Payme"t 7/ , 3anks Sale 6!!ice ,t #alaysia 3anks (ustomers
Tata #otor at India
(ustomers can payin& "ills "y cash or do the !inancin& !rom "ank. (ustomers pay less "y this dia&ram due to not need to pay extra commission to third party such as wholesalers or retailers. Tata #otor also can collect the payment more e!!icient.
).'
I"2 rmat! " 7/ , Sale 6!!ice (ustomers ,t #alaysia (ustomers can &et the in!ormation directly !rom Tata #otor such as new product% price
Tata #otor at India
de)elopment and so on. Tata #otor can more understandin& customerIs needs when recei)in& customers% response calls and mailin&s or throu&h internet "lo&. I! customers ha)e any need or complaint% we can satis!y them immediately "y deal with customers directly. ).) Pr m t! " 7/ , #arketin& (ampai&nO<)ent Tata #otor at India Sale 6!!ice ,t #alaysia #edia (ustomers
8a)e two ways o! promotion !low% directly and indirectly. Directly is weIll or&ani/e the marketin& campai&n% e)ent and road show. 3y this way% weIll promote Tatanano to tar&et market "y !ace "y !ace and pro)ide the opportunities to them try to dri)e the Tatanano. Indirect ways are we will do the ad)ertisement throu&h media such as internet% TH% radio and also newspaper. 3y this promotion !low% Tata #otor aims to create "rand awareness and increase the sales in the #alaysia.
-.0 7!"a"&!a/ P/a" This section will o!!er the o)er)iew o! Tata Nano related marketin& acti)ities. It is include% sale !orecast% expense !orecast% "reak e)en analysis and how those relate to the market strate&y.
-.1 1reak e+e" a"a/ys!s 3reak e)en analysis indicates that 99=- unit or K ;=%1=>%::= will "e reAuired in monthly sales re)enue to reach the "reak e)en point.
Ta"leD 3reak <)en ,nalysis 1reak e+e" a"a/ys!s @ #onthly unit "reak e)en #onthly sales "reak e)en 99=K;=%1=>%::
= #onthly unit production =0>9 ,)era&e per unit re)enue K19:0; ,)era&e per unit )aria"le cost K>%-1; ,)era&e per unit !ixed cost K =90. > <stimated monthly !ixed cost K1=%000%00 0
-.2 Sa/es 2 re&ast Sale was !orecasted Auarterly "asis% with adCustment o! seasonal !actor. ,t #alaysia there is 9 main cele"rations each year% which ,idil Bitri% (hinese new year% and Deepa)ali% those !actors was used as seasonal !actor. Since one o! our tar&et markets is !resh &raduate student% &raduation month also was used as seasonal !actor to adCust our !orecasted sales. The sales was !orecasted to increase 10 percent annually% sales !orecast can "e re!er to &raph "elow. Bi&ure D Sales Borecast
-.0 Market!"g E;$e"se 7 re&ast #arketin& expense !orecast will "e used as tool to keep the marketin& department on tar&et and pro)ide indicators when corrections are needed !or the proper implementation o! the marketin& plan. <xpenses are tracked in maCor marketin& cate&ories o! ad)ertisement% marketin& campai&n% direct marketin& and other. #arketin& are "ud&eted at approximately o! > percent o!
total sales !or 9rdAuarter o! 00-% the marketin& expense will "e hi&h durin& those Auarter to penetrate market and promotin& our product so costumer will reali/e a"out existence o! our new product. Bor the next comin& years the marketin& expense will "ud&eted approximately 9-; percent o! total sales. Ta"le D #arketin& <xpense Borecast 0r3 Auarter 200= A3)ert!seme"t G Newspaper% 3ill"oard and #a&a/ine G TH ad)ertisement G 6nline ad)ertisement G Radio ad)ertisement Market!"g &am$a!g" G 4rand $aunchin& e)ent G 4raduation campai&n G 8ari raya aidil !itri campai&n G Depa)aali campai&n G (hristmas campai&n G (hinese new year G Roadshow #!re&t market!"g G 1->00 toll !ree G 0e" site Ot%er G +rinted material ?"rochure% "anner% etc@ T ta/ Per&e"t 2 sa/es R000%000 1%000%000 100%000 00%000 :%000%000 %000%000 %000%000 %000%000 %000%000 %000%000 9%000%000 110%000 100%000 1%000%000 1-%-10%000 >.0-L 100%000 :1%000 >00%000 10%::1%000 9.:1 L 100%000 :1%000 =00%000 :%:00%000 9.1 L 100%000 :1%000 =00%000 >%:00%000 9.-:L 't% Auarter 200= 1%100%000 ;%000%000 100%000 00%000 1st Auarter 2010 1% 00%000 9%100%000 :1%000 110%000 2"3 Auarter 2010 1% 00%000 9%100%000 :1%000 110%000
Ta"le D #ilestone o! 5ey #arketin& ,ct)ities #ilestone #arketin& plan completion 0e" site launchin& completion Start date 1O0 O0<nd date 1O09O011O09O090O0=O10 3ud&et 0 100%000 1%-00%000 mana&er Department
and 1O0 O0-
News paper% ma&a/ine and 1O0:O0-
#arketin& marketin& mana&er +romotion and +romotion ad)ertisin& and mana&er ad)ertisin& +romotion and +romotion
"ill"oard ad)ertisement TH ad)ertisement Radio ad)ertisement 4rand launchin& 4raduation campai&n 8ari raya aidil !itri campai&n Depa)aali campai&n (hristmas and campai&n Roadshow new 1O0:O01O0:O090O0=O10 90O0=O10 1=%000%000 :00%000 :%000%000 %000%000 %000%000 %000%000 %000%000 9%000%000
0=O0:O0- 01O0>O1O0-O01O10O091O0>O090O0-O091O10O0-
ad)ertisin& mana&er +romotion and ad)ertisin& mana&er +romotion and ad)ertisin& mana&er #arketin& mana&er Sales mana&er #arketin& mana&er #arketin& mana&er #arketin& mana&er Sales mana&er
and ad)ertisin& +romotion and ad)ertisin& +romotion and ad)ertisin& marketin& Sales marketin& #arketin& #arketin& Sales
year 10O11O0- 10O01O10 01O09O10 01O0=O10
B.0 IMPLEMENTATION AN# CONTROL The o"Cecti)e o! tata nano marketin& plan is to ser)e as re!erence !or the or&ani/ations. The !ollowin& areas will "e monitored to &au&e per!ormanceD Re)enueD monthly and annual <xpense D monthly and annual (ustomer satis!action Sales &rowth "y 10 percent annually B.1 Market!"g Orga"!?at! " #arketin& mana&er will "e primarily responsi"le !or the marketin& acti)ities. #arketin& mana&er will dele&ate responsi"ilities to promotion and ad)ertisin& mana&er to mana&e product promotion and ad)ertisin&. Sales mana&er will responsi"le !or sale per!ormance. #arketin& director will super)ise all department
B.2 C "t!"ge"&y $/a" #!22!&u/t!es a"3 r!sks Slow sales resultin& less than proCected cash !low Unexpected and excessi)e cost increase compared to the !orecasted sales 6)erly a&&ressi)e and de"ilitatin& actions "y competitors Si&ni!icant economic downturns . rst &ase r!sk !"&/u3e $iAuidate asset to co)er marketin& expenses and lia"ilities Determinin& the product cannot support itsel! on on&oin& "asis
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