Positioning the Tata Nano A Case Solution

Case Solution

The case focuses on positioning a completely new brand, the Tata Nano. The automobile remains broadly marketed since the world's least costly vehicle at Rs.1 lakh. Students must consider the space involving the ultimate target, the big emerging middle-type of Indian clients, as well as the limited capacity and distribution accessible in choosing a target. Furthermore they have to choose from alternative competitive frames as well as the various points of difference they highlight. The case comes from 2 stages. The initial decision point is at 2009, within the launch of occasions in the internet affiliate marketing. The second decision point is 18 several days later, after production capacity has elevated and several product questions of safety have emerged.

Excel Calculations

Questions Covered

1- Illustrate the choices made in developing a strong brand positioning and the interrelationship between these choices. select a target and an appropriate competitive frame of reference and point of difference for that target and summarize these elements in a positioning statement.
 
2- Highlight the importance of making promotion and distribution decisions that are consistent with the positioning.
   a- Nature of the Situation Decision to be Made.
   b- Alternatives Analysis of Alternatives (pros and cons) Quantitative Qualitative.
   c- Recommendation