Abstract

  


 



The Tata Nano: The People's Car


Paul Farris


University of Virginia - Darden School of Business

Amy Lemley


University of Virginia - Darden School of Business

Rajkumar Venkatesan


University of Connecticut - Department of Marketing

Darden Case No. UVA-M-0768

Abstract:     
Students identify promotion, price, place, segment, targeting, and positioning for marketing "the world’s cheapest car." This case is effective for MBA, undergraduate, and executive learners studying market segmentation, pricing, cannibalization risk, pricing, and break-even sales in the face of different price and cost scenarios. Has Tata chosen the right marketing strategy? Does the Nano represent an evolution or a revolution in automobile marketing?

Number of Pages in PDF File: 12

Keywords: environment, channel strategy

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Date posted: June 16, 2009  

Suggested Citation

Farris, Paul, Lemley, Amy and Venkatesan, Rajkumar, The Tata Nano: The People's Car. Darden Case No. UVA-M-0768. Available at SSRN: http://ssrn.com/abstract=1420597

Contact Information

Paul Farris (Contact Author)
University of Virginia (UVA) - Darden School of Business ( email )
P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-0524 (Phone)
HOME PAGE: http://www.darden.virginia.edu/faculty/farris.htm
Amy Lemley
University of Virginia (UVA) - Darden School of Business
P.O. Box 6550
Charlottesville, VA 22906-6550
United States
Rajkumar Venkatesan
University of Connecticut - Department of Marketing ( email )
Storrs, CT 06269
United States
Feedback to SSRN (Beta)


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