The Tata Nano: The People’s Car (B)

Case Solution

Paul W. Farris, Rajkumar Venkatesan
Darden School of Business ()

Continuing with case A of the same name, this case shows the post-launch results for Tata’s $ 2,500 car. Students learn about Tata’s promotion, price, location, segment, address, and positioning to market the “cheapest car in the world.” This case series is effective for MBA executives, college students, and executives studying market segmentation, pricing, cannibalization risk, prices, and equilibrium sales given different pricing and cost scenarios. Did Tata choose the right marketing strategy? Did the nano represent an evolution or a revolution in automotive marketing?

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