Nano case study

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Information about Nano case study

Published on January 7, 2014

Author: gurunikku


TATA NANO Presented By: Rama Raju Renuka Kumari Kedarnath Sanjeevani Srinivas Mohan Raj Rithika M.Lakshmi Raj Kiran Guru Nikku

•The Tata group comprises over 100 operating companies in seven business sectors. •The total revenue of Tata companies, taken together, was $83.3 billion (around Rs3,796.75 billion) in 2010-11. •Tata companies employ over 425,000 people worldwide.

Empress Mills, Nagpur 1877 TATA Steel established in 1907 Source: TATA website Taj Mahal Hotel in Bombay,in 1903 Aviation Service in 1932.

Tata Chemicals (1939) Tata Motors and Tata Industries (both 1945) Voltas (1954) Tata Tea (1962) Tata Consultancy Services (1968) Titan Industries (1984). Source: TATA website

Medium Commercial vehicle in 1954 TELCO entered into Passenger car segmented and Launched TATA Seirra in 1991 •Distributor for Fiat in India. •Joint Venture with Mercedes Benz to Manufacture Benz Passenger cars in India Source: TATA website

2003 TELCO changed its name to TATA Motors. TATA Indica Launched in 1998. TATA ACE launched in 2005. Acquisition of The Jaguar Land Rover in 2008. Source: TATA website

Passenger cars and utility vehicles • • • • • • • • • • • • Tata Sierra Tata Estate Tata Sumo Tata Safari Tata Indica Tata Indigo Tata Indigo Marina Tata Winger Tata Magic Tata Nano Tata Xenon XT Tata Xover (2009) Source: TATA website

Idea Generation “I observed families riding on two wheelers -- the father driving the scooter, his young kid standing in front of him, his wife seated behind him holding a little baby. It led me to wonder whether one could conceive of a safe, affordable, allweather form of transport for such a family.” -- Ratan Tata

India has just seven cars per 1,000 people. just 1.3 million passenger vehicles were sold in India in the year 2006. A billion Indians buy about the same number of cars in a year as 300 million Americans buy in a month.

Idea Screening A four wheeled open car with safety side bars? Rolled up Plastic curtains in place of windows?

Concept Testing And Developing One young three wheeler in a village said “If I had a four-wheeler, I would have better marriage prospects in my village,“ Wagh realized that four wheels had emotional, not just practical, appeal.

Three requirements for the new vehicle: It should be low-cost Adhere to regulatory requirements Achieve performance targets such as fuel efficiency and acceleration capacity.

543 CC TO 583 CC TO 624 CC Tire size Reduced.

Reduce Consumption of Material being used. Eg: 14 inch tier replaced with 10 inch tire. Alternate Suppliers to get same material at fewer prices. Use alternate materials. Eg : use Aluminium in the place of cast iron for engine. Eliminate use of Material. Eg : Air bags removed,manual steering,tires of tubeless.

Business Analysis Total Sales Estimation Source: crisil report.

A Promise is A Promise Launch of TATA Nano 2007 – Ratan Tata

Commercialization Length Width Height 3.1 meters 1.5 metres 1.6 meters Engine Capacity Power Fuel Injection Fuel Type Body Type Seating Capacity All-aluminium, Rear Mounted, Rear Wheel Drive 623 cc 33 PS Multi Point Fuel Injection (MPFI) Petrol, Diesel Version will be later Sheet Metal 04 (Four) 20-22 Kmpl (City drive) 26 Kmpl (Highways) 105 K.M Euro-IV, Bharat Stage-III compliant Frontal Crash Tested One Standard and Two Deluxe Mileage Top Speed Emission Norms Safety Norms Versions

TATA Nano comes under Existing Brand and Line Extension.

A1 - Mini - Upto 3400mm (M800, Nano) A2 - Compact - 3401 to 4000mm (Alto, wagon r, Zen,i10, A-star,Swift,i20,palio,indica etc) A3 - Midsize - 4001 to 4500mm (City,Sx4,Dzire,Logan,Accent,Fiesta,Verna )

A4 - Executive - 4501 to 4700mm (Corolla,civic,Optra,Octavia, etc) A5 - Premiun - 4701 to 5000mm Camry,lass,Accord,Sonata,Laura,Superb,etc)

A6 - Luxury - Above 5000mm (S class,5 series etc) B1- No of seats including driver is < 7 B2- No of seats including driver is >7 and <9

TARGETING Small car segment. Second hand car segment. Taxi Car Segment.



Positioning For the lower middle class, the Nano will be their first car. For the middle-middle class, it will their second car, wheels they can take to the local market. For the Upper-middle class, Nano will possibly be the third in their garage, for their „Old People' to ride around.

Manufacturing 646 acres of land on a 90 year lease with rental of $0.2 million per year. A loan of $44 million at 1% interest repayable after 20 years. Electricity at Rs.3kwh.

Repayment of Rs 9,570 cr loan @ 0.1% over 20 years. 100% exemption on electricity duty Concessional power tariff 1,100 acre land comes cheap No stamp duty, Registration and transfer charges Payment for land in 8 equal annual instalments

Singur: Annually Manufacture 50000 cars. Sanand:18-24 months from Singur-Sanand Online booking. Trail production of the Nano in Sanand in Jan 2010. Capacity- 250000-2 shift basis 350000-3 shift Basis Future Plan-Expand the capacity to 500000 cars per annum. 2009-tata motors received 206000 fully paid order for Nano 2010-Delieverd 20000 Nanos

NANO LX 50% CX Basic model 30% 75%-Orders outside the Big cities. 30%-Two wheeled Vehicle Owners. 50%-Buying the Second hand car. 20%

Type • Ultra Low Cost Car Price • $2500-$5000 Markets • Emerging markets Market Size Description • 2.3 to 3 million • Produced in High Volumes with basic trims. Achieves cost levels via reduced content and local sourcing. Primary Targets ASIA AFRICA LATIN AMERICA

India Exports Nano Euro • Small car to grow at a CAGR of 19.6% from 2008-2009 to 2013-2014. • European markets, that would meet European standards. • Speed,Comfort,Handling,is concerend and that’s pretty different from Tata Nano targeting. Nano-Germany market Nano - United States Of America • Price up by 60%-90%.

COMPETETION TOYOTO • • • • 3.5% Global Volumes Etios Priced $ 10,0826. Built a good vendor and dealer network in INDIA. FORD • • • • • 0.6% Global Volumes Figo Priced $ 7600 Invested in INDIA $500 Million Adopted a policy of multiple Vendors for most Compenets RENAULTNISSAN CHRYSLER HYUNDIA • Working with BAJAJAuto, INDIA’S second largest Two wheeler manufacture with a market share of 32%. • Develop a $3000 car stated. • Expected to be launched in INDAI in 2012. • Dodge Hornet with Chinas Chery Automobile • Announced a $3700 Car

Though the market situation is encouraging we suggest TATA to stick to the current Manufacturing plan as it invested a lot in Jaguar deal and lost money in Singur plant.


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