Description
intro
what make it so cheap
obstacles
target market
Presentation On Tata Nano
PRESENTED BY: ?GYAN RANJAN ?PRABHAT MANI TRIPATHI ?ROHIT MISHRA
Introduction Of Tata Nano
• “Drea !drea and drea " #ecau$e drea %i&e$ &i$ion" &i$ion %i&e$ t'ou%'t$ and fina(() t'ou%'t$ (ead to t'e action*+ Eac' (etter of t'e$e oti&ationa( ,ord$ $aid #) India-$ for er Pre$ident Dr+ A+P+J+ A#du( .a(a %oe$ e/act() ,it' Mr+ Ratan Tata" 0'air an of Tata %rou1" ,'o in t'e )ear 2334" drea t of 1roducin% a $afe" afforda#(e 0ar for t'e co on an+ 5ina(() after t'e ,ait of fi&e )ear$" cro$$in% a(( financia( and tec'no(o%ica( #arrier$" Ratan Tata 6e1t 'i$ 1ro i$e and un&ei(ed Tata -Nano- on 73t' Januar) 2338" at t'e 9t' Auto E/1o 233: in Ne, De('i+ Tata Nano" coo( ; $ art" (aunc'ed #) Tata Motor$ i$ ,or(d-$ c'ea1e$t 0ar ,it' a 1rice ta% of < 2=33+
De$cri1tion a#out Nano
? T'e 1ro>ect 'a$ (itera(() #eco e India-$ c(ai !for!fa e in t'e internationa(! edia due to Tata Motor$- inno&ation in de&e(o1in% t'e car" a$ ,e(( a$ 6ee1in% it (o, in 1rice+ ? T'e car it$e(f i$ e/1ected to #oo$t t'e Indian Econo )" create entre1reneuria(!o11ortunitie$ acro$$ India" a$ ,e(( a$ e/1and t'e Indian car ar6et #) ?=@+ ? T'e car ,a$ en&i$ioned #) reno,ned indu$tria(i$t" Ratan Tata" 0'air an of t'e Tata Grou1 and Tata Motor$" ,'o 'a$ de$cri#ed it a$ an eco!friend() *1eo1(e-$ car*+ ? Nano 'a$ #een %reat() a11reciated #) an) $ource$ and t'e edia for it$ (o,!co$t and eco!friend() initiati&e$ ,'ic' inc(ude u$in% co 1re$$ed!air a$ fue( and an e(ectric!&er$ion+ ? Tata Grou1 i$ e/1ected to a$$! anufacture t'e Nano in &er) (ar%e Auantitie$" 1articu(ar() t'e e(ectric!&er$ion" and" #e$ide$ $e((in% t'e in India" to a($o e/1ort t'e ,or(d!,ide+
5eature$
Length Width Height Engine a!a"it# %o&er (uel )n*e"tion (uel -#!e 0od# -#!e 'eating a!a"it# 3.1 metres 1.5 metres 1.6 meters All-aluminium, Rear Mounted, Rear Wheel Drive 6$3 "" 33 %' Multi %oint (uel )n*e"tion +M%(), %etrol, Diesel .ersion &ill /e later 'heet Metal 12 +(our, $1-$$ 3m!l + it# drive, Mileage -o! '!eed Emission 5orms 'a6et# 5orms .ersions $6 3m!l +High&a#s, 45 3.M Euro-)., 0harat 'tage-))) "om!liant (rontal rash -ested 7ne 'tandard and -&o Delu8e
Reaction$ a#out Nano
• *It-$ a %ood 'i$toric o ent for t'e Indian auto indu$tr) and a($o a 1roud one indeed t'at an Indian co 1an) too6 a $te1 for,ard on t'i$ road+ It$ an u1%radation for an auto ,'ee(er rider to #) a car no,+“ Rajesh Jejurikar, Managing Director, Mahindra and Renault's. *It-$ %ood 1roduct #ut it-$ $ti(( too ear() to $a) ,'et'er it ,i(( o&erta6e t'e :33 #ecau$e it cater$ to a tota(() ne, ar6et $e% ent+B Said Jagdish Khattar, Former MD of Maruti Udyog imited *Meetin% t'e 1ro1er Aua(it) $tandard$ and $afet) i$ not fea$i#(e at a(( in $uc' a ode(+ !ndreas "rin#, Managing Director $"assenger %ars&, 'olks(agen )rou* Sales +ndia. *I t'in6 it i$ a %reat t'in% for India #ecau$e o#i(it) i$ %i&in% ne, o11ortunitie$+ I 'o1e Tata dri&e$ to %reat $ucce$$ ,it' t'e R$ one (a6' car" #ut it i$ not inc(uded in our 1(an+“ ,homas Kuehl, -oard Mem.er, Skoda !uto +ndia.
•
•
C'at
a6e$ it $o c'ea1 D
• T'e Tata Nano u$e$ 1(a$tic$ and ad'e$i&e$ rat'er t'an ,e(din%+ • introducin% t'e car ,it' an artificia(() (o, 1rice t'rou%' %o&t!$u#$idie$ and ta/!#rea6$" or • u$in% &ertica(!inte%ration" or • 1artia(() u$in% ine/1en$i&e 1o() er$ or #iode%rada#(e 1(a$tic$ in$tead of a fu(( eta(! #od)+ • It 'a$ no A0" no 1o,er $teerin%" no 1o,er ,indo,$" no 1o,er #e(($ and ,'i$t(e$+
,arget Market
• T'e (o,!co$t car i$ c(ear() intended for t'e a$$e$+ 5or t'e fa i() of four t'at ,ou(d ot'er,i$e ride on a $cooter" 1recariou$() #a(ancin% a tin) tot on t'e front and a #a#) on t'e ,ifeE$ (a1+ 5or t'e fir$t!ti e car #u)er in India ! a 'u%e ar6et de$1ite t'e increa$in% nu #er of car$ in t'e ur#an and $e i!ur#an area$+ • It$ A($o attract t'e $ a(( car$ #u)er$ (i6e aruti :33+
5unda enta( Ana()$i$
• • • • O&er&ie, of Indian Econo ) Indu$tria( Profi(e Profi(e of Indian Auto o#i(e Indu$tr) Tata Motor$
O&er&ie, of Indian Econo )
• T'e Indian econo ) continued to re%i$ter i 1re$$i&e GDP %ro,t'" a(t'ou%' t'e rate of %ro,t' dec(ined ar%ina(() o&er t'e 1re&iou$ )ear" ref(ectin% inf(ationar) trend$ dri&en #) t'e increa$e in t'e co$t of ener%) and ra, ateria($+ T'e (e&e( of indu$tria( acti&it) 'a$ a($o #e%un to dec(ine a$ a re$u(t of fi$ca( con$traint$ i 1o$ed on one) $u11() and t'e rai$in% of intere$t rate$ + In&e$t ent f(o,$ into India increa$ed #) 23@ to a record (e&e( of a#out R$+ 723"333 0rore$+ T'e Indian auto oti&e $ector %re, #) 73@ o&era(( durin% t'e )ear ,it' $u#$tantia( %ro,t' in t'e Fi%'t 0o ercia( Ge'ic(e$ $ector and ne, 1a$$en%er car introduction$+ In t'e countr) H99"98: ne, co ercia( &e'ic(e$ ,ere $o(d durin% t'e )ear and 1a$$en%er car $a(e$ %re, to 7+=4 i((ion &e'ic(e$ t'i$ )ear+
• •
Indian Auto o#i(e Indu$tr)
? Accordin% to t'e INIDO Internationa( Year#oo6 of Indu$tria( Stati$tic$ 233:" India feature$ a on% t'e to1 7= auto! a6er$+ 0urrent()" it ran6$ 77t' in t'e ,or(d in ter $ of car 1roduction and 74t' in ter $ of co ercia( &e'ic(e 1roduction" ,'ic' inc(ude$ #ot' 2!,'ee(er$ and H!,'ee(er$+ At t'e $a e ti e" t'e Indian car a6er$ are earnin% acc(ai ,or(d,ide+
statistics/
? T'e fir$t auto o#i(e in India ro((ed in 7:98 in Bo #a)+ ? India i$ #ein% reco%niJed a$ 1otentia( e er%in% auto ar6et+ 5orei%n 1(a)er$ are addin% to t'eir in&e$t ent$ in Indian auto indu$tr)+ ? Cit'in t,o!,'ee(er$" otorc)c(e$ contri#ute :3@ of t'e $e% ent $iJe+ ? In(i6e t'e ISA" t'e Indian 1a$$en%er &e'ic(e ar6et i$ do inated #) car$ K89@L+ Tata Motor$ do inate$ o&er ?3@ of t'e Indian co ercia( &e'ic(e ar6et+ ? India i$ t'e fourt' (ar%e$t car ar6et in A$ia ! recent() cro$$ed t'e 7 i((ion ar6+ ? 2M4rd of auto co 1onent 1roduction i$ con$u ed direct() #) OEM$+ ? India i$ t'e (ar%e$t t'ree!,'ee(er ar6et in t'e ,or(d and t'e (ar%e$t t,o!,'ee(er anufacturer in t'e ,or(d+ ? India i$ t'e $econd (ar%e$t tractor anufacturer in t'e ,or(d+ ? India i$ t'e fift' (ar%e$t co ercia( &e'ic(e anufacturer in t'e ,or(d+ ? T'e nu #er one %(o#a( otorc)c(e anufacturer i$ in India+
Auto o#i(e Indu$tr)
Auto o#i(e Indu$tr)
? T'e (i#era(iJation 1o(ic) and &ariou$ ta/ re(ief$ #) t'e Go&t+ of India in recent )ear$ 'a$ ade re ar6a#(e i 1act$ on Indian Auto o#i(e Indu$tr)+ Indian auto indu$tr)" ,'ic' i$ current() %ro,in% at t'e 1ace of around 7: @ 1er annu " 'a$ #eco e a 'ot de$tination for %(o#a( auto 1(a)er$ (i6e Go(&o" Genera( Motor$ and 5ord+ ? In India t'ere are 733 1eo1(e 1er &e'ic(e" ,'i(e t'i$ fi%ure i$ :2 in 0'ina+ It i$ e/1ected t'at Indian auto o#i(e indu$tr) ,i(( ac'ie&e a$$ otoriJation $tatu$ #) 237H+ ? T'e 1a$$en%er &e'ic(e indu$tr) a($o ,itne$$ed a $(o,do,n #ut ana%ed to %ro, #) 77+7@ #) increa$in% di$count$ on ature 1roduct$" (aunc'in% ne, ode($ and due to reduction in e/ci$e dut) announced #) t'e %o&ern ent in Bud%et durin% 5e#ruar)E3:+ ? Ge'ic(e e/1ort$ a($o %re," a(#eit at a $(i%'t() (o,er rate of 77+9@ a$ co 1ared to 7H+
,itne$$ed in t'e 1re&iou$ )ear ? T'e do e$tic co ercia( &e'ic(e indu$tr) %re, #) ?+9@ a$ co 1ared to o&er 44@ %ro,t' ac'ie&ed in t'e (a$t fi$ca(+
Auto o#i(e E/1ort
,ata Motors imited
? ,ata Motors imited" for er() 6no,n a$ ,0 %1 KTATA En%ineerin% and Foco oti&e 0o 1an)L" i$ a u(tinationa( cor1oration 'eadAuartered in Mu #ai" India+ It i$ India-$ (ar%e$t 1a$$en%er auto o#i(e and co ercia( &e'ic(e anufacturin% co 1an)+ Part of t'e Tata Grou1" and one of t'e ,or(d-$ (ar%e$t anufacturer$ of co ercia( &e'ic(e$+ T'e OI0A ran6ed it a$ t'e ,or(d-$ 23t' (ar%e$t auto a6er" #a$ed on fi%ure$ for 233?+ ? Tata Motor$ 'a$ it$ anufacturin% #a$e in Ja $'ed1ur" Pantna%ar" Fuc6no," Pune+ ? Tata Motor$ ,a$ e$ta#(i$'ed in 79H=" ,'en t'e co 1an) #e%an anufacturin% (oco oti&e$+ T'e co 1an) anufactured it$ fir$t co ercia( &e'ic(e in 79=H in co((a#oration ,it' Dai (er!BenJ AG" ,'ic' ended in 79?9+ ? In Marc' 233:" it fina(i$ed a dea( ,it' 5ord Motor 0o 1an) to acAuire t'eir Briti$' Ja%uar Fand Ro&er KJFRL #u$ine$$" ,'ic' a($o inc(ude$ t'e Ro&er" Dai (er and Fanc'e$ter #rand na e$+T'e 1urc'a$e ,a$ co 1(eted on 2nd June 233:+
"erformance of the com*any2s stock *rices K&i$!N!&i$ Sen$e/ and Auto inde/L
Mar6et 1rice data on BSEMNSE
0o 1anie$ Perfor ance
Ne,$ fro &ariou$ $ur&e)$ and re$earc' ,or(d,ide
? S a(( car$ 'a&e #i% 1otentia
Sur&e) Bu$ine$$ Standard: Januar) 7=" 233: ? Tata Nano $et$ t'e 1(atfor for India a$ a fru%a( en%ineerin% 'u# (i&e int+co : Januar) 77" 233: ? G(o#a( 1ro#(e $" De$i $o(ution$ T'e Econo ic Ti e$: Ma) 7=" 233: ? Nano a6e$ it to Ti e-$ o$t i 1ortant car$ of a(( ti e T'e Hindu Bu$ine$$ Fine: Januar) 78" 233: ? Indian auto indu$tr) to (ead %(o#a(() #) 2323: IBM Ne, De('i: T'e Indian auto o#i(e indu$tr) i$ a(( $et to #e t'e %(o#a( (eader #) 2323 ,it' t'e trai(#(aJin% ,or6 done #) t'e Tata$" accordin% to IT and con$u(tanc) %iant IBM+ Se1te #er 3:" 233: K$ource$ : Indian Brand EAuit) foundation ,,,+i#ef+or%L ? T'e car it$e(f i$ e/1ected to #oo$t t'e Indian Econo ) a$ ,e(( a$ e/1and t'e Indian car ar6et #) ?=@" accordin% to ratin% a%enc) 0RISIF+
O#$tac(e$ to Nano
? Ho,e&er" Due to t'e Sin%ur (and di$1ute" t'e *Sta((ed 0ar 5actor)* i$ *0o$tin% Jo#$" S1(ittin% Nei%'#or$ in Ce$t Ben%a(B ? 3 Tata-$ 1ro#(e $ in Ce$t Ben%a( are $carin% off ot'er indu$trie$ 'o1in% to (ocate 'ere" inc(udin% Info$)$" a $oft,are a6er t'at ,anted to #ui(d a #u$ine$$ 1ar6 t'at ,ou(d 1ro&ide ="333 >o#$+ ? Due to on%oin% o11o$ition to Tata-$ Sin%ur car!factor) #) Ma ta Baner>ee" ,'o de anded (and to #e returned fro t'e factor)" Tata Motor$ too6 deci$ion to 1u(( out of Sin%ur+ Tata Motor$ i$ anufacturin% Tata Nano at it$ Pantna%ar 1(ant+ ? Tata Motor$ announced it ,a$ 1u((in% out it$ Nano $ a(( car indu$tria( 1ro>ect fro Ce$t Ben%a(-$ Sin%ur and #(a ed t'e Ma ata Baner>ee!(ed Trina oo( 0on%re$$" ,'ic' $1ear'eaded t'e 1rote$t$ a%ain$t t'e factor)" for t'e -1ainfu(- deci$ion+ ? C'i(e e/i$tence of Tata Nano cou(d (ead to 'i%' indu$tria( %ro,t' " t'e e/it (ead ,e$t Ben%a( a (o$$ of ore t'an :3"333 crore +Ho, e&er Tata 'a$ to $uffer in ter $ of de(a) and $ett(e ent co$t +
0o 1etencie$ of Tata Nano
• Tata i$ no, =8t' o$t &a(ua#(e #rand %(o#a(() (i&e int+co : A1ri( 22" 233: ,he ,ata grou*2s intense acti4ities in 5667 ha4e seen it rising 89 *laces to
. 97 in -rand Finance ,o* 966 )lo.al -rands 0;*ectations Accordin% to one re1ort" India a$ ,e(( a$ ot'er nation$" $uc' a$ Euro1ean nation$O" 'a&e %reat e/1ectation$ fro t'e Nano and are 6een() and ea%er() ea%er() a,aitin% it" e$1ecia(() t'e e(ectric &er$ion of t'e Nano+ Modular design
+n fact, ,ata en4isions going e4en further, *ro4iding the tools for local mechanics to assem.le the car in e;isting auto sho*s or e4en in ne( garages created to cater to remote rural customers. Cit' t'e e/ce1tion of Man>eet .ri1a(ani" Bu$ine$$Cee6-$ India #ureau c'ief" fe, 'a&e focu$ed on t'i$ #rea6t'rou%' e(e ent of t'e Nano inno&ation KBu$ine$$Cee6+co " 7M73M3:L+
•
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0o 1etencie$ of Tata Nano
• "ricing strategy Tata initia(() tar%eted t'e &e'ic(e a$ *t'e (ea$t e/1en$i&e 1roduction car in t'e ,or(d*P ai in% for a $tartin% 1rice of 733"333 ru1ee$ or a11ro/i ate() <2433 IS de$1ite ra1id() ri$in% ateria( 1rice$ 0;*ort e;*ectation
Bein% ,or(d$ c'ea1e$t car it i$ e/1ected t'at not on() India de and for Nano ,i(( %o ri$e at %(o#a( (e&e(+ Since it eetin% Euro!H nor $ at t'i$ 1rice $o t'i$ i$ ta6in% a$ a future of $ a(( car $e% ent +
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Re*utation and !cce*tance of ,ata !fter launch 3TATA$ 'a&e $'o,n t'e ,or(d ,'at Indian en%ineerin% i$ tru() ca1a#(e ofB
5inancia( Ti e$ I . re1ort$
•
0nthusiastic su**ort Tata Motor$ i$ recei&in% 1re(i inar) and $o e &er) ent'u$ia$tic $u11ort in t'e edia and officia($" e&en fro Euro1e" for t'e e(ectric!&er$ion fro India a$ ,e(( a$ ot'er!nation$+ T'e ent'u$ia$ i$ e&en 'i%'er t'an t'at for t'e 1etro(!&er$ion
5uture of Nano Kconc(u$ionL
• E er%in% ar6et$ are a ferti(e %round for inno&ation+ T'e c'a((en%e of reac'in% di$1er$ed" (o,!inco e con$u er$ in e er%in% ar6et$ often $1ur$ $i%nificant inno&ation+ A$ cu$to er$ %ain ore 1o,er" t'e) ,i(( de and ore tai(orin% and &a(ue!added $er&ice to eet t'eir need$+ 0o 1anie$ t'at inno&ate on t'i$ di en$ion are (i6e() to #e ric'() re,arded+ Cor(d i$ %ettin% tou%'er da) #) da) #ein% uniAue i$ a co 1etiti&e ad&anta%e+ E/1ectation$ to Nano 'a$ 1ro&ed t'i$ + After 733 )ear$ to Henr) 5ord " Tata 'a$ 1ro&ed 'i a%ain not on() 'e ca e out of t'e e/1ectation$ #ut a($o ca e out ,it' a 1(atfor for Indian auto $ector +
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• So t'i$ a$ 1er t'i$ 1ro>ect conc(u$ion can #e dra, a$ a future car not on() of Indian #ut a($o if e/1orted t'an cou(d #e to t'e ,or(d+
+m*ortant <uestions =
• >ill the :ano succeed= • %ar of the Future= • +s it fair to .lame the :ano for the $u*coming& ills of +ndian road infrastructure= • >hat do you think= +s the :ano a car of the future= 1r just another ?ugo de.acle (aiting to ha**en= >ould you dri4e one=
•
T'an6 )ou
doc_407764833.ppt
intro
what make it so cheap
obstacles
target market
Presentation On Tata Nano
PRESENTED BY: ?GYAN RANJAN ?PRABHAT MANI TRIPATHI ?ROHIT MISHRA
Introduction Of Tata Nano
• “Drea !drea and drea " #ecau$e drea %i&e$ &i$ion" &i$ion %i&e$ t'ou%'t$ and fina(() t'ou%'t$ (ead to t'e action*+ Eac' (etter of t'e$e oti&ationa( ,ord$ $aid #) India-$ for er Pre$ident Dr+ A+P+J+ A#du( .a(a %oe$ e/act() ,it' Mr+ Ratan Tata" 0'air an of Tata %rou1" ,'o in t'e )ear 2334" drea t of 1roducin% a $afe" afforda#(e 0ar for t'e co on an+ 5ina(() after t'e ,ait of fi&e )ear$" cro$$in% a(( financia( and tec'no(o%ica( #arrier$" Ratan Tata 6e1t 'i$ 1ro i$e and un&ei(ed Tata -Nano- on 73t' Januar) 2338" at t'e 9t' Auto E/1o 233: in Ne, De('i+ Tata Nano" coo( ; $ art" (aunc'ed #) Tata Motor$ i$ ,or(d-$ c'ea1e$t 0ar ,it' a 1rice ta% of < 2=33+
De$cri1tion a#out Nano
? T'e 1ro>ect 'a$ (itera(() #eco e India-$ c(ai !for!fa e in t'e internationa(! edia due to Tata Motor$- inno&ation in de&e(o1in% t'e car" a$ ,e(( a$ 6ee1in% it (o, in 1rice+ ? T'e car it$e(f i$ e/1ected to #oo$t t'e Indian Econo )" create entre1reneuria(!o11ortunitie$ acro$$ India" a$ ,e(( a$ e/1and t'e Indian car ar6et #) ?=@+ ? T'e car ,a$ en&i$ioned #) reno,ned indu$tria(i$t" Ratan Tata" 0'air an of t'e Tata Grou1 and Tata Motor$" ,'o 'a$ de$cri#ed it a$ an eco!friend() *1eo1(e-$ car*+ ? Nano 'a$ #een %reat() a11reciated #) an) $ource$ and t'e edia for it$ (o,!co$t and eco!friend() initiati&e$ ,'ic' inc(ude u$in% co 1re$$ed!air a$ fue( and an e(ectric!&er$ion+ ? Tata Grou1 i$ e/1ected to a$$! anufacture t'e Nano in &er) (ar%e Auantitie$" 1articu(ar() t'e e(ectric!&er$ion" and" #e$ide$ $e((in% t'e in India" to a($o e/1ort t'e ,or(d!,ide+
5eature$
Length Width Height Engine a!a"it# %o&er (uel )n*e"tion (uel -#!e 0od# -#!e 'eating a!a"it# 3.1 metres 1.5 metres 1.6 meters All-aluminium, Rear Mounted, Rear Wheel Drive 6$3 "" 33 %' Multi %oint (uel )n*e"tion +M%(), %etrol, Diesel .ersion &ill /e later 'heet Metal 12 +(our, $1-$$ 3m!l + it# drive, Mileage -o! '!eed Emission 5orms 'a6et# 5orms .ersions $6 3m!l +High&a#s, 45 3.M Euro-)., 0harat 'tage-))) "om!liant (rontal rash -ested 7ne 'tandard and -&o Delu8e
Reaction$ a#out Nano
• *It-$ a %ood 'i$toric o ent for t'e Indian auto indu$tr) and a($o a 1roud one indeed t'at an Indian co 1an) too6 a $te1 for,ard on t'i$ road+ It$ an u1%radation for an auto ,'ee(er rider to #) a car no,+“ Rajesh Jejurikar, Managing Director, Mahindra and Renault's. *It-$ %ood 1roduct #ut it-$ $ti(( too ear() to $a) ,'et'er it ,i(( o&erta6e t'e :33 #ecau$e it cater$ to a tota(() ne, ar6et $e% ent+B Said Jagdish Khattar, Former MD of Maruti Udyog imited *Meetin% t'e 1ro1er Aua(it) $tandard$ and $afet) i$ not fea$i#(e at a(( in $uc' a ode(+ !ndreas "rin#, Managing Director $"assenger %ars&, 'olks(agen )rou* Sales +ndia. *I t'in6 it i$ a %reat t'in% for India #ecau$e o#i(it) i$ %i&in% ne, o11ortunitie$+ I 'o1e Tata dri&e$ to %reat $ucce$$ ,it' t'e R$ one (a6' car" #ut it i$ not inc(uded in our 1(an+“ ,homas Kuehl, -oard Mem.er, Skoda !uto +ndia.
•
•
C'at
a6e$ it $o c'ea1 D
• T'e Tata Nano u$e$ 1(a$tic$ and ad'e$i&e$ rat'er t'an ,e(din%+ • introducin% t'e car ,it' an artificia(() (o, 1rice t'rou%' %o&t!$u#$idie$ and ta/!#rea6$" or • u$in% &ertica(!inte%ration" or • 1artia(() u$in% ine/1en$i&e 1o() er$ or #iode%rada#(e 1(a$tic$ in$tead of a fu(( eta(! #od)+ • It 'a$ no A0" no 1o,er $teerin%" no 1o,er ,indo,$" no 1o,er #e(($ and ,'i$t(e$+
,arget Market
• T'e (o,!co$t car i$ c(ear() intended for t'e a$$e$+ 5or t'e fa i() of four t'at ,ou(d ot'er,i$e ride on a $cooter" 1recariou$() #a(ancin% a tin) tot on t'e front and a #a#) on t'e ,ifeE$ (a1+ 5or t'e fir$t!ti e car #u)er in India ! a 'u%e ar6et de$1ite t'e increa$in% nu #er of car$ in t'e ur#an and $e i!ur#an area$+ • It$ A($o attract t'e $ a(( car$ #u)er$ (i6e aruti :33+
5unda enta( Ana()$i$
• • • • O&er&ie, of Indian Econo ) Indu$tria( Profi(e Profi(e of Indian Auto o#i(e Indu$tr) Tata Motor$
O&er&ie, of Indian Econo )
• T'e Indian econo ) continued to re%i$ter i 1re$$i&e GDP %ro,t'" a(t'ou%' t'e rate of %ro,t' dec(ined ar%ina(() o&er t'e 1re&iou$ )ear" ref(ectin% inf(ationar) trend$ dri&en #) t'e increa$e in t'e co$t of ener%) and ra, ateria($+ T'e (e&e( of indu$tria( acti&it) 'a$ a($o #e%un to dec(ine a$ a re$u(t of fi$ca( con$traint$ i 1o$ed on one) $u11() and t'e rai$in% of intere$t rate$ + In&e$t ent f(o,$ into India increa$ed #) 23@ to a record (e&e( of a#out R$+ 723"333 0rore$+ T'e Indian auto oti&e $ector %re, #) 73@ o&era(( durin% t'e )ear ,it' $u#$tantia( %ro,t' in t'e Fi%'t 0o ercia( Ge'ic(e$ $ector and ne, 1a$$en%er car introduction$+ In t'e countr) H99"98: ne, co ercia( &e'ic(e$ ,ere $o(d durin% t'e )ear and 1a$$en%er car $a(e$ %re, to 7+=4 i((ion &e'ic(e$ t'i$ )ear+
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Indian Auto o#i(e Indu$tr)
? Accordin% to t'e INIDO Internationa( Year#oo6 of Indu$tria( Stati$tic$ 233:" India feature$ a on% t'e to1 7= auto! a6er$+ 0urrent()" it ran6$ 77t' in t'e ,or(d in ter $ of car 1roduction and 74t' in ter $ of co ercia( &e'ic(e 1roduction" ,'ic' inc(ude$ #ot' 2!,'ee(er$ and H!,'ee(er$+ At t'e $a e ti e" t'e Indian car a6er$ are earnin% acc(ai ,or(d,ide+
statistics/
? T'e fir$t auto o#i(e in India ro((ed in 7:98 in Bo #a)+ ? India i$ #ein% reco%niJed a$ 1otentia( e er%in% auto ar6et+ 5orei%n 1(a)er$ are addin% to t'eir in&e$t ent$ in Indian auto indu$tr)+ ? Cit'in t,o!,'ee(er$" otorc)c(e$ contri#ute :3@ of t'e $e% ent $iJe+ ? In(i6e t'e ISA" t'e Indian 1a$$en%er &e'ic(e ar6et i$ do inated #) car$ K89@L+ Tata Motor$ do inate$ o&er ?3@ of t'e Indian co ercia( &e'ic(e ar6et+ ? India i$ t'e fourt' (ar%e$t car ar6et in A$ia ! recent() cro$$ed t'e 7 i((ion ar6+ ? 2M4rd of auto co 1onent 1roduction i$ con$u ed direct() #) OEM$+ ? India i$ t'e (ar%e$t t'ree!,'ee(er ar6et in t'e ,or(d and t'e (ar%e$t t,o!,'ee(er anufacturer in t'e ,or(d+ ? India i$ t'e $econd (ar%e$t tractor anufacturer in t'e ,or(d+ ? India i$ t'e fift' (ar%e$t co ercia( &e'ic(e anufacturer in t'e ,or(d+ ? T'e nu #er one %(o#a( otorc)c(e anufacturer i$ in India+
Auto o#i(e Indu$tr)
Auto o#i(e Indu$tr)
? T'e (i#era(iJation 1o(ic) and &ariou$ ta/ re(ief$ #) t'e Go&t+ of India in recent )ear$ 'a$ ade re ar6a#(e i 1act$ on Indian Auto o#i(e Indu$tr)+ Indian auto indu$tr)" ,'ic' i$ current() %ro,in% at t'e 1ace of around 7: @ 1er annu " 'a$ #eco e a 'ot de$tination for %(o#a( auto 1(a)er$ (i6e Go(&o" Genera( Motor$ and 5ord+ ? In India t'ere are 733 1eo1(e 1er &e'ic(e" ,'i(e t'i$ fi%ure i$ :2 in 0'ina+ It i$ e/1ected t'at Indian auto o#i(e indu$tr) ,i(( ac'ie&e a$$ otoriJation $tatu$ #) 237H+ ? T'e 1a$$en%er &e'ic(e indu$tr) a($o ,itne$$ed a $(o,do,n #ut ana%ed to %ro, #) 77+7@ #) increa$in% di$count$ on ature 1roduct$" (aunc'in% ne, ode($ and due to reduction in e/ci$e dut) announced #) t'e %o&ern ent in Bud%et durin% 5e#ruar)E3:+ ? Ge'ic(e e/1ort$ a($o %re," a(#eit at a $(i%'t() (o,er rate of 77+9@ a$ co 1ared to 7H+
,itne$$ed in t'e 1re&iou$ )ear ? T'e do e$tic co ercia( &e'ic(e indu$tr) %re, #) ?+9@ a$ co 1ared to o&er 44@ %ro,t' ac'ie&ed in t'e (a$t fi$ca(+Auto o#i(e E/1ort
,ata Motors imited
? ,ata Motors imited" for er() 6no,n a$ ,0 %1 KTATA En%ineerin% and Foco oti&e 0o 1an)L" i$ a u(tinationa( cor1oration 'eadAuartered in Mu #ai" India+ It i$ India-$ (ar%e$t 1a$$en%er auto o#i(e and co ercia( &e'ic(e anufacturin% co 1an)+ Part of t'e Tata Grou1" and one of t'e ,or(d-$ (ar%e$t anufacturer$ of co ercia( &e'ic(e$+ T'e OI0A ran6ed it a$ t'e ,or(d-$ 23t' (ar%e$t auto a6er" #a$ed on fi%ure$ for 233?+ ? Tata Motor$ 'a$ it$ anufacturin% #a$e in Ja $'ed1ur" Pantna%ar" Fuc6no," Pune+ ? Tata Motor$ ,a$ e$ta#(i$'ed in 79H=" ,'en t'e co 1an) #e%an anufacturin% (oco oti&e$+ T'e co 1an) anufactured it$ fir$t co ercia( &e'ic(e in 79=H in co((a#oration ,it' Dai (er!BenJ AG" ,'ic' ended in 79?9+ ? In Marc' 233:" it fina(i$ed a dea( ,it' 5ord Motor 0o 1an) to acAuire t'eir Briti$' Ja%uar Fand Ro&er KJFRL #u$ine$$" ,'ic' a($o inc(ude$ t'e Ro&er" Dai (er and Fanc'e$ter #rand na e$+T'e 1urc'a$e ,a$ co 1(eted on 2nd June 233:+
"erformance of the com*any2s stock *rices K&i$!N!&i$ Sen$e/ and Auto inde/L
Mar6et 1rice data on BSEMNSE
0o 1anie$ Perfor ance
Ne,$ fro &ariou$ $ur&e)$ and re$earc' ,or(d,ide
? S a(( car$ 'a&e #i% 1otentia
Sur&e) Bu$ine$$ Standard: Januar) 7=" 233: ? Tata Nano $et$ t'e 1(atfor for India a$ a fru%a( en%ineerin% 'u# (i&e int+co : Januar) 77" 233: ? G(o#a( 1ro#(e $" De$i $o(ution$ T'e Econo ic Ti e$: Ma) 7=" 233: ? Nano a6e$ it to Ti e-$ o$t i 1ortant car$ of a(( ti e T'e Hindu Bu$ine$$ Fine: Januar) 78" 233: ? Indian auto indu$tr) to (ead %(o#a(() #) 2323: IBM Ne, De('i: T'e Indian auto o#i(e indu$tr) i$ a(( $et to #e t'e %(o#a( (eader #) 2323 ,it' t'e trai(#(aJin% ,or6 done #) t'e Tata$" accordin% to IT and con$u(tanc) %iant IBM+ Se1te #er 3:" 233: K$ource$ : Indian Brand EAuit) foundation ,,,+i#ef+or%L ? T'e car it$e(f i$ e/1ected to #oo$t t'e Indian Econo ) a$ ,e(( a$ e/1and t'e Indian car ar6et #) ?=@" accordin% to ratin% a%enc) 0RISIF+O#$tac(e$ to Nano
? Ho,e&er" Due to t'e Sin%ur (and di$1ute" t'e *Sta((ed 0ar 5actor)* i$ *0o$tin% Jo#$" S1(ittin% Nei%'#or$ in Ce$t Ben%a(B ? 3 Tata-$ 1ro#(e $ in Ce$t Ben%a( are $carin% off ot'er indu$trie$ 'o1in% to (ocate 'ere" inc(udin% Info$)$" a $oft,are a6er t'at ,anted to #ui(d a #u$ine$$ 1ar6 t'at ,ou(d 1ro&ide ="333 >o#$+ ? Due to on%oin% o11o$ition to Tata-$ Sin%ur car!factor) #) Ma ta Baner>ee" ,'o de anded (and to #e returned fro t'e factor)" Tata Motor$ too6 deci$ion to 1u(( out of Sin%ur+ Tata Motor$ i$ anufacturin% Tata Nano at it$ Pantna%ar 1(ant+ ? Tata Motor$ announced it ,a$ 1u((in% out it$ Nano $ a(( car indu$tria( 1ro>ect fro Ce$t Ben%a(-$ Sin%ur and #(a ed t'e Ma ata Baner>ee!(ed Trina oo( 0on%re$$" ,'ic' $1ear'eaded t'e 1rote$t$ a%ain$t t'e factor)" for t'e -1ainfu(- deci$ion+ ? C'i(e e/i$tence of Tata Nano cou(d (ead to 'i%' indu$tria( %ro,t' " t'e e/it (ead ,e$t Ben%a( a (o$$ of ore t'an :3"333 crore +Ho, e&er Tata 'a$ to $uffer in ter $ of de(a) and $ett(e ent co$t +
0o 1etencie$ of Tata Nano
• Tata i$ no, =8t' o$t &a(ua#(e #rand %(o#a(() (i&e int+co : A1ri( 22" 233: ,he ,ata grou*2s intense acti4ities in 5667 ha4e seen it rising 89 *laces to
. 97 in -rand Finance ,o* 966 )lo.al -rands 0;*ectations Accordin% to one re1ort" India a$ ,e(( a$ ot'er nation$" $uc' a$ Euro1ean nation$O" 'a&e %reat e/1ectation$ fro t'e Nano and are 6een() and ea%er() ea%er() a,aitin% it" e$1ecia(() t'e e(ectric &er$ion of t'e Nano+ Modular design+n fact, ,ata en4isions going e4en further, *ro4iding the tools for local mechanics to assem.le the car in e;isting auto sho*s or e4en in ne( garages created to cater to remote rural customers. Cit' t'e e/ce1tion of Man>eet .ri1a(ani" Bu$ine$$Cee6-$ India #ureau c'ief" fe, 'a&e focu$ed on t'i$ #rea6t'rou%' e(e ent of t'e Nano inno&ation KBu$ine$$Cee6+co " 7M73M3:L+
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0o 1etencie$ of Tata Nano
• "ricing strategy Tata initia(() tar%eted t'e &e'ic(e a$ *t'e (ea$t e/1en$i&e 1roduction car in t'e ,or(d*P ai in% for a $tartin% 1rice of 733"333 ru1ee$ or a11ro/i ate() <2433 IS de$1ite ra1id() ri$in% ateria( 1rice$ 0;*ort e;*ectation
Bein% ,or(d$ c'ea1e$t car it i$ e/1ected t'at not on() India de and for Nano ,i(( %o ri$e at %(o#a( (e&e(+ Since it eetin% Euro!H nor $ at t'i$ 1rice $o t'i$ i$ ta6in% a$ a future of $ a(( car $e% ent +
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Re*utation and !cce*tance of ,ata !fter launch 3TATA$ 'a&e $'o,n t'e ,or(d ,'at Indian en%ineerin% i$ tru() ca1a#(e ofB
5inancia( Ti e$ I . re1ort$
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0nthusiastic su**ort Tata Motor$ i$ recei&in% 1re(i inar) and $o e &er) ent'u$ia$tic $u11ort in t'e edia and officia($" e&en fro Euro1e" for t'e e(ectric!&er$ion fro India a$ ,e(( a$ ot'er!nation$+ T'e ent'u$ia$ i$ e&en 'i%'er t'an t'at for t'e 1etro(!&er$ion
5uture of Nano Kconc(u$ionL
• E er%in% ar6et$ are a ferti(e %round for inno&ation+ T'e c'a((en%e of reac'in% di$1er$ed" (o,!inco e con$u er$ in e er%in% ar6et$ often $1ur$ $i%nificant inno&ation+ A$ cu$to er$ %ain ore 1o,er" t'e) ,i(( de and ore tai(orin% and &a(ue!added $er&ice to eet t'eir need$+ 0o 1anie$ t'at inno&ate on t'i$ di en$ion are (i6e() to #e ric'() re,arded+ Cor(d i$ %ettin% tou%'er da) #) da) #ein% uniAue i$ a co 1etiti&e ad&anta%e+ E/1ectation$ to Nano 'a$ 1ro&ed t'i$ + After 733 )ear$ to Henr) 5ord " Tata 'a$ 1ro&ed 'i a%ain not on() 'e ca e out of t'e e/1ectation$ #ut a($o ca e out ,it' a 1(atfor for Indian auto $ector +
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• So t'i$ a$ 1er t'i$ 1ro>ect conc(u$ion can #e dra, a$ a future car not on() of Indian #ut a($o if e/1orted t'an cou(d #e to t'e ,or(d+
+m*ortant <uestions =
• >ill the :ano succeed= • %ar of the Future= • +s it fair to .lame the :ano for the $u*coming& ills of +ndian road infrastructure= • >hat do you think= +s the :ano a car of the future= 1r just another ?ugo de.acle (aiting to ha**en= >ould you dri4e one=
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T'an6 )ou
doc_407764833.ppt