Minor Project

ON
MARKETING STRATEGY OF TATA NANO
Submitted To: Submitted By:
Dr.Amit Upadhyay Vikas Abhishek
PGDM 1
st
SEC-C
ROLL NO.-M1!1"
Pa#e $ 1
CERTIFICATE
%his is t& 'erti(y that this M)NOR PRO*EC% e+tit,ed -MAR.E%)NG
S%RA%EG/ O0 %A%A NANO.1 S2bmitted t& Apee3ay )+stit2te &(
%e'h+&,&#y4 S'h&&, &( ma+a#eme+t GREA%ER NO)DA 5U.P6 i+ partia,
(2,(i,me+t &( the re72ireme+t (&r the de#ree &( PGDM4 )s as &ri#i+a, 8&rk
'arried &2t by Vikas abhishek4 PGDM-1
st
4 Se' 9 C4 R&,, +&. M1!1" U+der
my #2ida+'e.
%he matter emb&died i+ this pr&3e't is a #e+2i+e 8&rk d&+e by the st2de+t
a+d has +&t bee+ s2bmitted 8hether t& this 2+i:ersity &r t& a+y &ther
2+i:ersity;i+stit2te (&r the (2,(i,me+t &( the re72ireme+t &( a+y '&2rse &(
st2de+t.

Si#+at2re &( the st2de+t Si#+at2re &( the #2ide
5Name a+d Desi#+ati&+6

Pa#e $
DE!ARATION
)4 Vikas Abhishek 4 st2de+t &( PGDM 1
st
de',are that the Mi+&r rep&rt
e+tit,ed "M#r$etin% &tr#te%y o' T#t# N#no( is the res2,t &( my &8+ e((&rts
a+d is based &+ i+(&rmati&+ '&,,e'ted. 02rtherm&re4 the i+(&rmati&+ prese+ted
i+ this rep&rt is '&rre't t& the best &( my k+&8,ed#e.
P)#ce: Gre#ter noid#
D#te: *i$#& Ab+i&+e$
Pa#e $ <
AKNO,!EDGEMENT
My pr&3e't 8&rk has bee+ s2''ess(2,,y a''&mp,ished d2e t&
'&&perati:e e((&rts &( ma+y pe&p,e. ) 8&2,d ,ike t& pay my si+'ere
#ratit2de a+d tha+ks t& th&se pe&p,e4 8h& dire'ted me at e:ery step i+
the pr&3e't 8&rk.
) 8&2,d ,ike t& e=press my si+'ere #ratit2de t& Dr.Amit Upadhyay
5Pr&3e't #2ide6 (&r '&+sta+t,y #2idi+# me a+d a'ti+# as my me+t&r
d2ri+# the '&2rse &( my pr&3e't a+d ta'k,i+# :ariety &( h2rd,es 8ith
imp,i'it patie+'e thr&2#h&2t my resear'h pr&3e't a+d 8h&se deep
i+:&,:eme+t a+d i+terest i+ the pr&3e't i+(2sed i+ me #reat i+spirati&+
a+d '&+(ide+'e i+ taki+# 2p this st2dy i+ ri#ht dire'ti&+. >ith&2t his
&:era,, #2ida+'e a+d he,p the pr&3e't may +&t ha:e see+ t& be '&mp,eted.
)+ the e+d4 ) a,s& 8a+t t& tha+ks my (rie+ds (&r their s2pp&rt a+d
he,p d2ri+# the pr&3e't.
Subm itted by:
*i$#& Ab+i&+e$
Pa#e $ ?
E-ecuti.e Summ#ry
%he i+tr&d2'ti&+ &( the Na+& re'ei:ed media atte+ti&+ d2e t& it@s
tar#eted ,&8 pri'e. %he 'ar is e=pe'ted t& b&&st the )+dia+ E'&+&my4 'reate
e+trepre+e2ria,-&pp&rt2+ities a'r&ss )+dia as 8e,, as e=pa+d the )+dia+ 'ar
market by A"B. Rata+ %ata-Chairma+ &( the %ata Gr&2p e+:isi&+ed the
'ar a+d %ata M&t&rs-8h& has des'ribed it as a+ e'&-(rie+d,y Cpe&p,e@s 'arC.
Na+& has bee+ #reat,y appre'iated by ma+y s&2r'es a+d the media (&r
its ,&8-'&st

a+d e'&-(rie+d,y i+itiati:es. %he '&mpa+y am&+# si= sites &((ered
by the state #&:er+me+t made the 'h&i'e &( Si+#2r. %he pr&3e't (a'ed massi:e
&pp&siti&+ (r&m 4!!! &( the 14!!! disp,a'ed (armers.
%he 2+8i,,i+# (armers 8ere #i:e+ p&,iti'a, s2pp&rt by Mi&& M#m#t#
B#nnerjee/ >est De+#a,@s (irebra+d &pp&siti&+ ,eader4 8ith a+ eye t& the
2p'&mi+# L&k Sabha 5Par,iame+tary6 e,e'ti&+s. D2e t& &pp&siti&+ t&
%ata@s Si+#2r 'ar-(a't&ry by Mamta Da+er3ee4 %ata M&t&rs de'ided t& 'ease
&perati&+s i+ Si+#2r &+ < O't&ber !!E a+d started ma+2(a't2ri+# %ata Na+&
at its Pa+t+a#ar p,a+t.
O+ her pr&tests a+d the '&+se72e+t p2,,&2t4 the media hea:i,y 'riti'iFed
her a+d The Telegraph e:e+ said4 C)+dia is bei+# raped by th&se 8h& pr&(ess
t& be her s&,diers4 the #2ardia+s &( pea'e.C C2rre+t,y4 %ata M&t&rs is
rep&rted,y ma+2(a't2ri+# Na+& at its e=isti+# Pa+t+a#ar 5Uttarakha+d6 p,a+t
a+d a m&ther p,a+t has bee+ pr&p&sed (&r Sa+a+d 5G23arat6.
Pa#e $ "
TAB!E OF ONTENTS
INTROD0TION
Gr&2p G&,di+# Str2't2re &( %ata Ltd.
%ata M&t&rsH A+ O:er:ie8
Chairma+Is Pr&(i,e
Vari&2s Pr&d2'ts O( %ata M&t&rs
Gist&ry a+d C&+'epti&+
0i+a+'ia, Pr&3e'ti&+
%e'h+i'a, O:er:ie8
Marketi+# Mi= Strate#ies
%ata Na+& :;s Mar2ti E!!
OB1ETI*E
Re&e#rc+ Met+odo)o%y
onc)u&ion
Bib)io%r#2+y
Pa#e $ A
TATA NANO
GROUP GOLD)NG S%RUC%URE O0 %A%A L%D.
Pa#e $ J
Pa#e $ E
TATA MOTORS: AN O*ER*IE,
T#t# Motor& !imited4 (&rmer,y k+&8+ as %ELCO 5%A%A
ENG)NEER)NG AND LOCOMO%)VE COMPAN/64 is a m2,ti+ati&+a,
'&rp&rati&+ head72artered i+ M2mbai4 )+dia. )t is )+dia@s ,ar#est passe+#er
a2t&m&bi,e a+d '&rp&rati&+ '&mmer'ia, :ehi',e ma+2(a't2ri+# '&mpa+y. Part
&( the %ata Gr&2p4 a+d &+e &( the 8&r,d@s ,ar#est ma+2(a't2rers &( '&mmer'ia,
:ehi',es. %he O)CA ra+ked it as the 8&r,d@s !th ,ar#est a2t&maker4 based &+
(i#2res (&r !!A
%ata M&t&rs 8as estab,ished i+ 1K?"4 8he+ the '&mpa+y be#a+
ma+2(a't2ri+# ,&'&m&ti:es. %he '&mpa+y ma+2(a't2red its (irst '&mmer'ia,
:ehi',e i+ 1K"? i+ a '&,,ab&rati&+ 8ith Daim,er De+F AG4 8hi'h e+ded i+
1KAK %ata M&t&rs 8as ,isted &+ the N/SE i+ !!?4 a+d i+ !!" it 8as- ra+ked
am&+# the t&p 1! '&rp&rati&+s i+ )+dia 8ith a+ a++2a, re:e+2e e='eedi+#
)NR <! bi,,i&+. )+ !!?4 it b&2#ht Dae8&&@s tr2'k ma+2(a't2ri+# 2+it4 +&8
k+&8+ as %ata Dae8&& C&mmer'ia, Vehi',e4 i+ S&2th .&rea. )t a,s&4 a'72ired
a 1B stake i+ Gispa+& Carr&'era SA #i:i+# it '&+tr&,,i+# ri#hts i+ the
'&mpa+y. %ata M&t&rs ,a2+'hed the %ata Na+&4 +&ted (&r its Rs1!!4 !!! pri'e
ta#4 i+ *a+2ary !!E.
)+ Mar'h !!E4 it (i+a,iFed a dea, 8ith 0&rd M&t&r C&mpa+y t& a'72ire
their Dritish *a#2ar La+d R&:er 5*LR6 b2si+ess4 8hi'h a,s& i+',2des the
R&:er4 Daim,er a+d La+'hester bra+d +ames. %he p2r'hase 8as '&mp,eted &+
*2+e !!E %ata M&t&rs has its ma+2(a't2ri+# base i+ *amshedp2r4
Pa+t+a#ar4 L2'k+&84 Ahmedabad a+d P2+e.
Pa#e $ K
%ata M&t&rs Limited is )+dia@s ,ar#est a2t&m&bi,e '&mpa+y4 8ith
re:e+2es &( Rs. <4?A 'r&res 5USD J. bi,,i&+6 i+ !!A-!J. )t is the ,eader
by (ar i+ '&mmer'ia, :ehi',es i+ ea'h se#me+t4 a+d the se'&+d ,ar#est i+ the
passe+#er :ehi',es market 8ith 8i++i+# pr&d2'ts i+ the '&mpa't4 midsiFe
'ar a+d 2ti,ity :ehi',e se#me+ts. %he '&mpa+y is the 8&r,d@s (i(th ,ar#est
medi2m a+d hea:y '&mmer'ia, :ehi',e ma+2(a't2rer4 a+d the 8&r,d@s se'&+d
,ar#est medi2m a+d hea:y b2s ma+2(a't2rer.
%he '&mpa+y@s 4!!! emp,&yees are #2ided by the :isi&+ t& be Cbest
i+ the ma++er i+ 8hi'h 8e &perate best i+ the pr&d2'ts 8e de,i:er a+d best i+
&2r :a,2e system a+d ethi's.C %ata M&t&rs he,ps its emp,&yees rea,iFe their
p&te+tia, thr&2#h i++&:ati:e GR pra'ti'es. %he '&mpa+y@s #&a, is t&
emp&8er a+d pr&:ide emp,&yees 8ith dy+ami' 'areer paths i+ '&+#r2e+'e
8ith '&rp&rate &b3e'ti:es. Re#2,ar i+-h&2se a+d e=ter+a, trai+i+# e+s2res a,,-
r&2+d p&te+tia, de:e,&pme+t a+d per(&rma+'e impr&:eme+t.

Pa#e $ 1!
%he '&mpa+y has 8&+ se:era, a8ards re'&#+iFi+# its
trai+i+# pr&#rams. Estab,ished i+ 1K?"4 %ata M&t&rs@ prese+'e i+deed '2ts
a'r&ss the ,e+#th a+d breadth &( )+dia. O:er ? mi,,i&+ %ata :ehi',es p,y &+
)+dia+ r&ads4 si+'e the (irst r&,,ed &2t i+ 1K"?. %he '&mpa+y@s ma+2(a't2ri+#
base is spread a'r&ss )+dia - *amshedp2r 5*harkha+d6 i+ the east4 P2+e
5Maharashtra6 i+ the 8est4 a+d i+ the +&rth i+ L2'k+&8 5Uttar Pradesh6 a+d
Pa+t+a#ar 5Uttarakha+d6. A +e8 p,a+t is bei+# set 2p i+ Si+#2r 5',&se t&
.&,kata i+ >est De+#a,6 t& ma+2(a't2re the '&mpa+y@s sma,, 'ar. %he
+ati&+-8ide dea,ership4 sa,es4 ser:i'es a+d spare parts +et8&rk '&mprises
&:er 4!!! t&2'h p&i+ts.
%he '&mpa+y a,s& has a str&+# a2t& (i+a+'e &perati&+4 %ML 0i+a+'ia,
Ser:i'es ,imited4 s2pp&rti+# '2st&mers t& p2r'hase %ata M&t&rs :ehi',es.
%ata M&t&rs4 the (irst '&mpa+y (r&m )+dia@s e+#i+eeri+# se't&r t& be ,isted i+
the Ne8 /&rk St&'k E='ha+#e 5September !!?64 has a,s& emer#ed as a+
i+ter+ati&+a, a2t&m&bi,e '&mpa+y. )+ !!?4 it a'72ired the Dae8&&
C&mmer'ia, Vehi',es C&mpa+y4 .&rea@s se'&+d ,ar#est tr2'k maker.
%he re'hriste+ed %ata Dae8&& C&mmer'ia, Vehi',es C&mpa+y has
,a2+'hed se:era, +e8 pr&d2'ts i+ the .&rea+ market4 8hi,e a,s& e=p&rti+#
these pr&d2'ts t& se:era, i+ter+ati&+a, markets. %&day t8&-thirds &( hea:y
'&mmer'ia, :ehi',e e=p&rts &2t &( S&2th .&rea are (r&m %ata Dae8&&. )+
!!"4 %ata M&t&rs a'72ired a 1B stake i+ Gispa+& Carr&'era4 a rep2ted
Spa+ish b2s a+d '&a'h ma+2(a't2rer4 8ith a+ &pti&+ t& a'72ire the remai+i+#
stake as 8e,,. Gispa+&@s prese+'e is bei+# e=pa+ded i+ &ther markets.
Pa#e $ 11
)+ !!A4 it (&rmed a 3&i+t :e+t2re 8ith the DraFi,-based
Mar'&p&,&4 a #,&ba, ,eader i+ D&dy-b2i,di+# (&r b2ses a+d '&a'hes t&
ma+2(a't2re (2,,y-b2i,t b2ses a+d '&a'hes (&r )+dia a+d se,e't i+ter+ati&+a,
markets. %ata M&t&rs a,s& e+tered i+t& a 3&i+t :e+t2re i+ !!A 8ith %h&+b2ri
A2t&m&ti:e Assemb,y P,a+t C&mpa+y &( %hai,a+d t& ma+2(a't2re a+d
market the '&mpa+y@s pi'k2p :ehi',es i+ %hai,a+d. )+ !!A4 %ata M&t&rs a+d
0iat A2t& (&rmed a+ i+d2stria, 3&i+t :e+t2re at Ra+3a+#a&+ 5+ear P2+e i+
Maharashtra4 )+dia6 t& pr&d2'e b&th 0iat a+d %ata 'ars a+d 0iat p&8er trai+s
(&r the )+dia+ a+d &:erseas marketsL %ata M&t&rs a,ready distrib2tes a+d
markets 0iat bra+ded 'ars i+ )+dia. )+ !!J4 %ata M&t&rs a+d 0iat A2t&
e+tered i+t& a+ a#reeme+t (&r a %ata ,i'e+se t& b2i,d a pi'k-2p :ehi',e
beari+# the 0iat +amep,ate at 0iat Gr&2p A2t&m&bi,es@ P,a+t at C&rd&ba4
Ar#e+ti+a. %he pi'k-2p 8i,, be s&,d i+ S&2th a+d Ce+tra, Ameri'a a+d se,e't
E2r&pea+ markets.
%hese ,i+ka#es 8i,, (2rther e=te+d %ata M&t&rs@ i+ter+ati&+a, (&&tpri+t4
estab,ished thr&2#h e=p&rts si+'e 1KA1. >hi,e '2rre+t,y ab&2t 1EB &( its
re:e+2es are (r&m i+ter+ati&+a, b2si+ess4 the '&mpa+y@s &b3e'ti:e is t&
e=pa+d its i+ter+ati&+a, b2si+ess4 b&th thr&2#h &r#a+i' a+d i+&r#a+i' #r&8th
r&2tes. %he '&mpa+y@s '&mmer'ia, a+d passe+#er :ehi',es are a,ready bei+#
marketed i+ se:era, '&2+tries i+ E2r&pe4 A(ri'a4 the Midd,e East4 A2stra,ia4
S&2th East Asia a+d S&2th Asia. )t has assemb,y &perati&+s
)+ Ma,aysia4 .e+ya4 Da+#,adesh4 Ukrai+e4 R2ssia a+d Se+e#a,. %he
(&2+dati&+ &( the '&mpa+yIs #r&8th is a deep 2+dersta+di+# &( e'&+&mi'
stim2,i a+d '2st&mer +eeds4 a+d the abi,ity t& tra+s,ate them i+t& '2st&mer-
desired &((eri+#s thr&2#h ,eadi+# ed#e RMD.
Pa#e $ 1
%he RMD estab,ishme+t i+',2des a team &( 1?!! s'ie+tists
a+d e+#i+eers. %he '&mpa+y@s E+#i+eeri+# Resear'h Ce+tre 8as estab,ished
i+ 1KAA4 a+d has (a'i,ities i+ P2+e4 *amshedp2r a+d L2'k+&8. %he ERC has
e+ab,ed pi&+eeri+# te'h+&,&#ies a+d pr&d2'ts.
)t 8as %ata M&t&rs4 8hi'h de:e,&ped the (irst i+di#e+&2s,y de:e,&ped
Li#ht C&mmer'ia, Vehi',e4 )+dia@s (irst Sp&rts Uti,ity Vehi',e a+d4 i+ 1KKE4
the %ata )+di'a4 )+dia@s (irst (2,,y i+di#e+&2s passe+#er 'ar. >ithi+ t8& years
&( ,a2+'h4 %ata )+di'a be'ame )+dia@s ,ar#est se,,i+# 'ar i+ its se#me+t. %he
ERC i+ P2+e4 am&+# 8h&se (a'i,ities are )+dia@s &+,y 'erti(ied 'rash-test
(a'i,ity a+d hemi-a+e'h&i' 'hamber (&r testi+# &( +&ise a+d :ibrati&+4 has
re'ei:ed se:era, a8ards (r&m the G&:er+me+t &( )+dia. S&me &( the m&re
pr&mi+e+t am&+#st them are the Nati&+a, A8ard (&r Resear'h a+d
De:e,&pme+t E((&rts i+ )+d2stry i+ the Me'ha+i'a, E+#i+eeri+# )+d2stries
se't&r i+ 1KKK4 the Nati&+a, A8ard (&r S2''ess(2, C&mmer'ia,iFati&+ &(
)+di#e+&2s %e'h+&,&#y by a+ )+d2stria, C&+'er+ i+ !!!4 a+d the CS)R
Diam&+d *2bi,ee %e'h+&,&#y A8ard i+ !!?.
%he '&mpa+y set 2p the %ata M&t&rs E2r&pea+ %e'h+i'a, Ce+tre
5%ME%C6 i+ !!" i+ the U.. %ME%C is e+#a#ed i+ desi#+ e+#i+eeri+# a+d
de:e,&pme+t &( pr&d2'ts4 s2pp&rti+# %ata M&t&rs@ ski,, sets. %ata Dae8&&
C&mmer'ia, Vehi',e C&mpa+y a+d Gispa+& Carr&'era a,s& ha:e RMD
estab,ishme+ts at G2+sa+ i+ S&2th .&rea a+d Nara#&Fa i+ Spai+. %he pa'e &(
+e8 pr&d2't de:e,&pme+t has 72i'ke+ed thr&2#h a+ &r#a+iFati&+-8ide
str2't2red Ne8 Pr&d2't )+tr&d2'ti&+ 5NP)6 pr&'ess. %he pr&'ess 8ith its
(&rma, str2't2re (&r i+tr&d2'i+# +e8 :ehi',es i+ the market bri+#s i+ #reater
dis'ip,i+e i+ pr&3e't e=e'2ti&+.
Pa#e $ 1<
%he NP) pr&'ess he,ped %ata M&t&rs 'reate a +e8 se#me+t4
i+ !!"4 by ,a2+'hi+# the %ata A'e4 )+diaIs (irst i+di#e+&2s,y de:e,&ped
mi+i-tr2'k. %he years t& '&me 8i,, see the i+tr&d2'ti&+ &( se:era, &ther
i++&:ati:e :ehi',es4 a,, r&&ted i+ emer#i+# '2st&mer +eeds. Desides pr&d2't
de:e,&pme+t4 RMD is a,s& (&'2si+# &+ e+:ir&+me+t-(rie+d,y te'h+&,&#ies i+
emissi&+s a+d a,ter+ati:e (2e,s.
%hr&2#h its s2bsidiaries4 the '&mpa+y is e+#a#ed i+ e+#i+eeri+# a+d
a2t&m&ti:e s&,2ti&+s4 '&+str2'ti&+ e72ipme+t ma+2(a't2ri+#4 a2t&m&ti:e
:ehi',e '&mp&+e+ts ma+2(a't2ri+# a+d s2pp,y 'hai+ a'ti:ities4 ma'hi+e
t&&,s a+d (a't&ry a2t&mati&+ s&,2ti&+s4 hi#h-pre'isi&+ t&&,i+# a+d p,asti' a+d
e,e'tr&+i' '&mp&+e+ts (&r a2t&m&ti:e a+d '&mp2ter app,i'ati&+s4 a+d
a2t&m&ti:e retai,i+# a+d ser:i'e &perati&+s.
%r2e t& the traditi&+ &( the %ata Gr&2p4 %ata M&t&rs is '&mmitted i+
,etter a+d spirit t& C&rp&rate S&'ia, Resp&+sibi,ity. )t is a si#+at&ry t& the
U+ited Nati&+s G,&ba, C&mpa't4 a+d is e+#a#ed i+ '&mm2+ity a+d s&'ia,
i+itiati:es &+ ,ab&r a+d e+:ir&+me+t sta+dards i+ '&mp,ia+'e 8ith the
pri+'ip,es &( the G,&ba, C&mpa't. )+ a''&rda+'e 8ith this4 it p,ays a+ a'ti:e
r&,e i+ '&mm2+ity de:e,&pme+t4 ser:i+# r2ra, '&mm2+ities ad3a'e+t t& its
ma+2(a't2ri+# ,&'ati&+s.
>ith the (&2+dati&+ &( its ri'h herita#e4 %ata M&t&rs t&day is et'hi+# a
re(2,#e+t (2t2re.
Pa#e $ 1?
3AIRMAN4S PROFI!E
Mr5 R#t#n N T#t# 6+#irm#n7
Geadi+# the %ata Gr&2p si+'e 1KK14 Rata+ N %ata is the Chairma+ &(
%ata S&+s ti,, De' !14 h&,di+# '&mpa+y &( the %ata Gr&2p4 a+d ma3&r
Gr&2p '&mpa+ies i+',2di+#4 %ata M&t&rs4 %ata Stee,4 %ata C&+s2,ta+'y
Ser:i'es4 %ata P&8er4 %ata %ea4 %ata Chemi'a,s4 )+dia+ G&te,s4 %ata
%e,eser:i'es a+d %ata A2t& C&mp. Ge is a,s& Chairma+ &( t8& &( the ,ar#est
pri:ate se't&r pr&m&ted phi,a+thr&pi' tr2sts i+ )+dia. D2ri+# his te+2re4 the
Gr&2p has (2rther e=pa+ded its #,&ba, rea'h4 8ith its re:e+2es #r&8i+# &:er
si= (&,d t& Rs KJ4!!! 'r&re 5O1.K bi,,i&+6.
Mr. %ata 3&i+ed the %ata Gr&2p i+ De'ember 1KA. A(ter ser:i+# i+
:ari&2s '&mpa+ies4 he 8as app&i+ted the Dire't&r-i+-Char#e &( %he Nati&+a,
Radi& M Geadi+# the %ata Gr&2p si+'e 1KK14 Rata+ N %ata is the Chairma+ &(
%ata S&+s4 h&,di+# '&mpa+y &( the %ata Gr&2p4 a+d ma3&r Gr&2p '&mpa+ies
i+',2di+#4 %ata M&t&rs4 %ata Stee,4 %ata C&+s2,ta+'y Ser:i'es4 %ata P&8er4
%ata %ea4 %ata Chemi'a,s4 )+dia+ G&te,s4 %ata %e,eser:i'es a+d %ata A2t&
C&mp.

Pa#e $ 1"
Ge is a,s& Chairma+ &( t8& &( the ,ar#est pri:ate se't&r
pr&m&ted phi,a+thr&pi' tr2sts i+ )+dia. D2ri+# his te+2re4 the Gr&2p has
(2rther e=pa+ded its #,&ba, rea'h4 8ith its re:e+2es #r&8i+# &:er si= (&,d t&
Rs. KJ4!!! 'r&re 5O1.K bi,,i&+6.
Mr. %ata 3&i+ed the %ata Gr&2p i+ De'ember 1KA. A(ter ser:i+# i+ :ari&2s
'&mpa+ies4 he 8as app&i+ted the Dire't&r-i+-Char#e &( the Nati&+a, Radi& M
E,e'tr&+i's C&mpa+y Limited 5Ne,'&6 i+ 1KJ1. )+ 1KE14 he 8as +amed
Chairma+ &( %ata )+d2stries4 the Gr&2p@s &ther h&,di+# '&mpa+y4 8here he
8as resp&+sib,e (&r tra+s(&rmi+# it i+t& the Gr&2p@s strate#y thi+k-ta+k a+d a
pr&m&ter &( +e8 :e+t2res i+ hi#h-te'h+&,&#y b2si+esses.
Ge is ass&'iated 8ith :ari&2s &r#a+iFati&+s i+ )+dia a+d abr&ad i+ :aryi+#
'apa'ities4 s&me &( 8hi'h areH
Chairma+4 #&:er+me+t &( )+dia@s )+:estme+t C&mmissi&+
Member4 Prime Mi+ister@s C&2+'i, &+ %rade a+d )+d2stry
Member4 Nati&+a, Gydr&#e+ E+er#y D&ard
Member4 Nati&+a, Ma+2(a't2ri+# C&mpetiti:e+ess
C&mpetiti:e+ess C&2+'i,
Ser:i+# &+ the )+ter+ati&+a, )+:estme+t C&2+'i, set 2p by the preside+t
&( the Rep2b,i' &( S&2th A(ri'a
Ser:i+# the )+ter+ati&+a, D2si+ess Ad:is&ry C&2+'i, &( the Dritish
#&:er+me+t t& ad:ise the 'ha+'e,,&r &( the e='he72er
Member4 )+ter+ati&+a, Ad:is&ry C&2+'i, &( Si+#ap&re@s E'&+&mi'
De:e,&pme+t D&ard
Member4 Asia-Pa'i(i' Ad:is&ry C&mmittee t& the b&ard &( dire't&rs &(
the Ne8 /&rk St&'k E='ha+#e
Member4 i+ter+ati&+a, ad:is&ry b&ards &( the Mits2bishi C&rp&rati&+4 the
Ameri'a+ )+ter+ati&+a,
Pa#e $ 1A
Gr&2p a+d *P M&r#a+ Chase
Preside+t4 '&2rt &( the )+dia+ )+stit2te &( S'ie+'e4 Da+#a,&re
Chairma+4 '&2+'i, &( ma+a#eme+t4 %ata )+stit2te &( 02+dame+ta,
Resear'h4 M2mbai
Member4 b&ard &( tr2stees &( the Ra+d C&rp&rati&+4 C&r+e,, U+i:ersity
a+d U+i:ersity &( S&2ther+ Ca,i(&r+ia4 a+d the 0&2+dati&+ D&ard &( the
Ohi& State U+i:ersity
Chair4 ad:is&ry b&ard &( RAND@s Ce+ter (&r Asia Pa'i(i' P&,i'y
Member4 G,&ba, D2si+ess C&2+'i, &+ G)V ; A)DS a+d the pr&#ramme
b&ard &( the Di,, M Me,i+da Gates 0&2+dati&+@s )+dia A)DS i+itiati:e
Mr. %ata re'ei:ed a Da'he,&r &( S'ie+'e de#ree i+ ar'hite't2re (r&m
C&r+e,, U+i:ersity i+ 1KA. Ge 8&rked brie(,y 8ith *&+es a+d Emm&+s i+ L&s
A+#e,es4 Ca,i(&r+ia4 be(&re ret2r+i+# t& )+dia i+ ,ate 1KA. Ge '&mp,eted the
Ad:a+'ed Ma+a#eme+t Pr&#ram at Gar:ard D2si+ess S'h&&, i+ 1KJ".
%he G&:er+me+t &( )+dia h&+&red Mr. %ata 8ith &+e &( its hi#hest 'i:i,ia+
a8ards4 the Padma Dh2sha+4 &+ Rep2b,i' Day4 *a+2ary A4 !!!. Ge has a,s&
bee+ '&+(erred a+ h&+&rary d&'t&rate i+ b2si+ess admi+istrati&+ by the Ohi&
State U+i:ersity4 a+ h&+&rary d&'t&rate i+ te'h+&,&#y by the Asia+ )+stit2te &(
%e'h+&,&#y4 Da+#k&k4 a+d h&+&rary d&'t&rate i+ s'ie+'e by the U+i:ersity &(
>ar8i'k.
Pa#e $ 1J
*#riou& Product& by T#t# Motor& !td5
89: P#&&en%er c#r& #nd uti)ity .e+ic)e&
T#t# Indi%o S,
o %ata Sierra
o %ata Estate
o %ata S2m&; Spa'i&
o %ata Sa(ari
o %ata )+di'a
o %ata )+di#&
o %ata )+di#& Mari+a
o %ata >i+#er
o %ata Na+& 5<RD Mar'h !!K6
o %ata Pe+&+ P%
o %ata P&:er 5!!K6
Pa#e $ 1E
8;: once2t .e+ic)e&
T#t# )i''rider
o !!! Aria R&adster
o !!1 Aria C&2pe
o !! %ata )+di'a
o !! %ata )+di:a
o !!? %ata )+di#& Ad:e+t
o !!" %ata P&:er
o !!A %ata C,i((rider
o !!J %ata E,e#a+te
o !!K %ata Prima
8<: ommerci#) .e+ic)e&
T#t# 9=9= St#rbu&
T#t# M#rco2o)o Bu&e& in t+e De)+i BRT
Pa#e $ 1K
%ata Star D2s i+ Na#p2r4 Maharashtra. %ata L&8 0,&&r D2ses are a,s& 2sed by
admi+istrati&+s i+ De,hi4 M2mbai4 P2+e4 Udaip2r a+d )+d&re
o %ata A'e
o %ata %L; %e,'&,i+e ;!J D) Pi'k2p %r2'k
o %ata ?!J E= a+d E=
o %ata J!K E=
o %ata E!K E= a+d E=
o %ata K!K E= a+d E=
o %ata 11!K 5)+termediate tr2'k6
o %ata 1"1!;1"1 5Medi2m b2s6
o %ata 1A1!;1A1A 5Gea:y b2s6
o %ata 1A1<;1A1" 5Medi2m tr2'k6
o %ata "1";"1A 5Medi2m tr2'k6
o %ata Starb2s 5Medi2m D2s6
o %ata G,&b2s 5L&8 0,&&r D2s6
o %ata Mar'&p&,& D2s 5L&8 0,&&r D2s6
o %ata <!1" 5Gea:y tr2'k6
o %ata <11E 5Gea:y tr2'k6 5EP6
o %ata <"1A 5Gea:y tr2'k6
o %ata ?K< 5U,tra-Gea:y tr2'k6 5AP?6
o %ata N&:2s 5Gea:y tr2'k desi#+ed by %ata Dae8&&6
Pa#e $ !
8>: Mi)it#ry .e+ic)e&
o %ata LSV 5Li#ht Spe'ia,ist Vehi',e6
o %ata Stret'her Amb2,a+'e
o %ata ?!J %r&&p Carrier4 a:ai,ab,e i+ hard t&p4 s&(t t&p4 ?=?4 a+d ?=
:ersi&+s
o %ata LP%A J1< %C 5?=?6
o %ata LP% J!K E
o %ata SD 1!1" %C 5?=?6
o %ata LP%A 1A1" %C 5?=?6
o %ata LP%A 1A1 %C 5A=A6
o %ata LP%A 1A1" %
Pa#e $ 1
INTROD0TION TO TATA NANO
Dream-dream and dream, because dream gives vision, vision gives
thoughts and finally thoughts lead to the action". Ea'h ,etter &( these
m&ti:ati&+a, 8&rds said by )+dia@s (&rmer Preside+t Dr. A.P.*. Abd2, .a,am
#&es e=a't,y 8ith Mr. Rata+ %ata4 Chairma+ &( %ata #r&2p4 8h& i+ the year
!!<4 dreamt &( pr&d2'i+# a sa(e4 a((&rdab,e Car (&r the '&mm&+ ma+.
0i+a,,y a(ter the 8ait &( (i:e years4 'r&ssi+# a,, (i+a+'ia, a+d te'h+&,&#i'a,
barriers4 Rata+ %ata kept his pr&mise a+d 2+:ei,ed %ata @Na+&@ &+ 1!th
Pa#e $
*a+2ary !!J4 at the Kth A2t& E=p& !!E i+ Ne8 De,hi. %ata Na+&4 '&&, M
smart4 ,a2+'hed by %ata M&t&rs is 8&r,d@s 'heapest Car 8ith a pri'e ta# &( O
"!!.
%he T#t# N#no is a pr&p&sed 'ity 'ar deb2ted by )+dia@s %ata M&t&rs at
the Kth a++2a, A2t& E=p& &+ *a+2ary 1!4 !!E at Pra#ati Maida+ i+ Ne8
De,hi4 )+dia. Ca,,ed the peoples car i+ %ata@s pr&m&ti&+a, materia,4 it 8as
pr&3e'ted t& be the ,east e=pe+si:e pr&d2'ti&+ 'ar i+ the 8&r,d. %he sta+dard
:ersi&+ &( the Na+& is pr&3e'ted t& se,, (&r Rs. 1!!4!!! 5appr&=imate,y US
O"!!4 GDP 1JJ4 &r Q 1J!!6 4 +&t i+',2di+# (ees &r de,i:ery.
Ne8s8eek ide+ti(ies the Na+& as a part &( a C+e8 breed &( 1st-
'e+t2ry 'arsC that emb&dy Ca '&+traria+ phi,&s&phy &( sma,,er4 ,i#hter4 a+d
'heaperC a+d p&rte+d a +e8 era i+ i+e=pe+si:e pers&+a, tra+sp&rtati&+ R
a+d p&te+tia,,y4 C#,&ba, #rid,&'kC. %he >a,, Street *&2r+a, '&+(irms a #,&ba,
tre+d t&8ard sma,, 'ars4 ,ed by the Na+&.
%he pre(i= CNa+&C deri:es (r&m the Greek r&&t 'Nanos'4 mea+i+# d8ar( R as
8ith +a+&meter. CNa+&C a,s& mea+s Csma,,C i+ G23arati4 the +ati:e ,a+#2a#e
&( the %ata (ami,y4 a+d (&2+ders &( the %ata Gr&2p.
Pa#e $ <
3i&tory #nd conce2tion
%he pr&3e't t& 'reate a 1 ,akh 51 ,akh S 1!!!!! r2pees6 'ar be#a+ i+
!!<4 2+der the Chairma+ &( %ata M&t&rs4 Rata+ %ata. %he strate#y behi+d the
pr&3e't 8as the a8are+ess &( the +2mber &( )+dia+ (ami,ies 8h& had t8&
8hee,ed tra+sp&rt4 b2t '&2,d+@t a((&rd a (&2r 8hee, 'ar4 a+d 8as based &+ the
'&mpa+y@s s2''ess i+ pr&d2'i+# the ,&8 '&st ? 8hee,ed A'e tr2'k i+ May
!!". %he Na+& 8as 2+:ei,ed at the !!E Ne8 De,hi A2t& E=p&.
)+d2stry '&+:e+ti&+ 8as that a re,iab,e 'ar '&2,d+@t be made at s2'h a
,&8 pri'e4 s& i+itia, media spe'2,ati&+ 8as that the 'ar 8&2,d be a simp,e
(&2r-8hee,ed a2t& ri'ksha8. G&8e:er4 %he %imes &( )+dia rep&rted that the
:ehi',e is Ca pr&per,y desi#+ed a+d b2i,t 'arC. %he Chairma+ is rep&rted t&
ha:e said4 C)t is +&t a 'ar 8ith p,asti' '2rtai+s &r +& r&&( R it@s a rea, 'ar.C
D2ri+# de:e,&pme+t the '&mpa+y rei+:e+ted a+d mi+imiFed the
ma+2(a't2ri+# pr&'ess4 br&2#ht i+ i++&:ati:e pr&d2't desi#+4 a+d asked
'&mp&+e+t ma+2(a't2rers t& ,&&k at '2rre+t 8&rk a+d desi#+ appr&a'hes i+ a
di((ere+t perspe'ti:e t& pr&d2'e ,&#i'a, a+d simp,e s&,2ti&+s.
%he 'ar 8as desi#+ed at )ta,y@s )+stit2te &( De:e,&pme+t i+ A2t&m&ti:e
E+#i+eeri+#4 8ith Rata+ %ata &rderi+# 'ertai+ 'ha+#es d2ri+# the pr&'ess4
s2'h as red2'i+# the +2mber &( 8i+ds'ree+ 8ipers (r&m t8& t& &+e.
Pa#e $ ?
Fin#nci#) 2rojection
%ata i+itia,,y tar#eted the :ehi',e as Cthe ,east e=pe+si:e pr&d2'ti&+ 'ar i+ the
8&r,dC R aimi+# (&r a starti+# pri'e &( 1!!4!!! r2pees &r appr&=imate,y
O<!! US despite rapid,y risi+# materia, pri'es. %ata M&t&rs has bee+ ab,e t&
'2t d&8+ the '&st &( the 'ar by maki+# thi+#s sma,,er a+d ,i#hter4 d&i+# a8ay
8ith s2per(i'ia, parts a+d 'ha+#i+# materia, 8here:er p&ssib,e. %ata M&t&rs
C&mpa+y had re'ei:ed ma+y e+72iries thr&2#h the )+ter+et (&r the Na+&.
%ata M&t&rs i+te+ds t& &pe+ b&&ki+#s (&r the 'ar three m&+ths (r&m
+&8. %ata M&t&rs p,a+s t& pr&d2'e 4"!4!!! %ata Na+& Cars i+ the (irst phase
a+d add 14!!4!!! i+ the se'&+d phase4 taki+# the t&ta, pr&d2'ti&+ 'apa'ity t&
<4"!4!!! 'ars pr&bab,y by the e+d the +e=t (i+a+'ia, year as &( A2#2st4 !!E
materia, '&sts ha:e rise+ (r&m 1<B t& <B &:er the 'arIs de:e,&pme+t4 a+d
%ata +&8 (a'es the 'h&i'e &( i+tr&d2'i+# the 'ar 8ith a+ arti(i'ia,,y ,&8
i+tr&d2't&ry pri'e4 raisi+# the pri'e &( the 'ar4 &r (&re#&i+# pr&(it &+ the 'ar
R the ,atter a+ 2+,ike,y pr&p&siti&+.4 8hi,e a+ i+'reased pri'e &+ the Na+&
8i,, ,ike,y de'rease dema+d.
Pa#e $ "
Tec+nic#) o.er.ie?
De&i%n
%he Pe&p,eIs Car4 desi#+ed 8ith a (ami,y i+ mi+d4 has a r&&my
passe+#er '&mpartme+t 8ith #e+er&2s ,e# spa'e a+d head r&&m. )t 'a+
'&m(&rtab,y seat (&2r pers&+s. 0&2r d&&rs 8ith hi#h seati+# p&siti&+ make
i+#ress a+d e#ress easy. /et 8ith a ,e+#th &( <.1 meters4 8idth &( 1." meters
a+d hei#ht &( 1.A meters4 8ith ade72ate #r&2+d ',eara+'e4 it 'a+ e((&rt,ess,y
ma+e2:er &+ b2sy r&ads i+ 'ities as 8e,, as i+ r2ra, areas. )ts m&+&-:&,2me
desi#+4 8ith 8hee,s at the '&r+ers a+d the p&8er trai+ at the rear4 e+ab,es it t&
2+i72e,y '&mbi+e b&th spa'e a+d ma+e2:erabi,ity4 8hi'h 8i,, set a +e8
be+'hmark am&+# sma,,.
En%ine
U+,ike &ther ,&8 '&st )+dia+ 'ars4 this &+e is #&i+# t& ha:e a :ari&mati'
#ear system. )+stead &( ma+2a, #ear b&= i+ '&+:e+ti&+a, 'ars it is '&mi+# 2p
as #ear ,ess &r rather 8ith a+ a2t&mati' #ear tra+smissi&+. %his he,ps t&
impr&:e the e((i'ie+'y M mi,ea#e by ma#+i(yi+# the t&r72e &2tp2t. As i+
i+ter+ati&+a, markets4 the '&mpa't 'ar (r&m %ata 8i,, ha:e ba'k m&2+ted
e+#i+e4 p2shi+# the ,2##a#e spa'e t& the (r&+t. Maki+# the e+#i+e ',&ser t&
the (2e, ta+k has a+&ther ad:a+ta#e &( i+'reased (2e, e((i'ie+'y. Rear m&2+ted
e+#i+e a,s& he,p i+ red2'i+# the p&8er ,&ss d2ri+# tra+smissi&+. %he 'ar 8i,,
ha:e (r&+t disk a+d rear dr2m brakes. %he '&mp ',aims mi,ea#e &( kmp, i+
'ity a+d A kmp, &+ hi#h8ay.
Pa#e $ A
Fue) E''iciency
%he Pe&p,eIs Car has a rear-8hee, dri:e4 a,,-a,2mi+2m4 t8&-'y,i+der4 A< ''4
<< PS4 M2,ti p&i+t (2e, i+3e'ti&+ petr&, e+#i+e. %his is the (irst time that a
t8&-'y,i+der #as&,i+e e+#i+e is bei+# 2sed i+ a 'ar 8ith si+#,e ba,a+'er sha(t.
%he ,ea+ desi#+ strate#y has he,ped mi+imiFe 8ei#ht4 8hi'h he,ps ma=imiFe
per(&rma+'e per 2+it &( e+er#y '&+s2med a+d de,i:ers hi#h (2e, e((i'ie+'y.
Per(&rma+'e is '&+tr&,,ed by a spe'ia,,y desi#+ed e,e'tr&+i' e+#i+e
ma+a#eme+t system.
Pa#e $ J
S#'ety @ om'ort
Dy adheri+# t& the (a't that ,ess 8ei#ht re72ires ,ess p&8er4 the 1 ,akh
'ar is made &( ,i#ht 8ei#hi+# stee,. %his has made the %atas '&me 2p 8ith a
'heap a,ter+ati:e 8ith &2t '&mpr&misi+# &+ sa(ety a+d per(&rma+'e. %he base
m&de, 8i,, (eat2re #,ass 8i+d&8s that 'a+ be 'ra+ked 2p. %he tai, ,i#hts are
e=pe'ted t& appear ,ike as i+ %ata )+di'a.
Gi#her :ersi&+s 8i,, ha:e the '&m(&rts &( p&8er steeri+#4 p&8er
8i+d&8s4 air-'&+diti&+i+# a+d m2'h m&re. >ith a+ a,, sheet-meta, b&dy4 it
has a str&+# passe+#er '&mpartme+t4 8ith sa(ety (eat2res s2'h as 'r2mp,e
F&+es4 i+tr2si&+-resista+t d&&rs4 seat be,ts4 str&+# seats a+d a+'h&ra#es4 a+d
the rear tai,#ate #,ass b&+ded t& the b&dy. %2be,ess tyres (2rther e+ha+'e
sa(ety. )t e='eeds '2rre+t re#2,at&ry re72ireme+ts 8ith a str&+# passe+#er
'&mpartme+t4 'r2mp,e F&+es4 i+tr2si&+ resista+t d&&rs4 seat be,ts4 str&+# seats.
o&t cuttin% 'e#ture&
%he Na+&@s di'key 5b&&t;tr2+k6 d&es +&t &pe+. )+stead4 the rear seats
'a+ be (&,ded d&8+ t& a''ess the di'key.
)t has a si+#,e 8i+ds'ree+ 8iper i+stead &( the 2s2a, pair.
)t has +& p&8er steeri+#.
)+ Dase m&de, it has three ,2# +2ts &+ the 8hee,s i+stead &( (&2r.
)t has &+,y &+e side :ie8 mirr&r.
ontro.er&ie& In.o).ed
C&+tr&:ersies a,s&
ar&se ab&2t %ata@s p,a++ed
Pa#e $ E
ma+2(a't2ri+# 2+it (&r the 'ar i+ Si+#2r4 >est De+#a,4 8here the
state #&:er+me+t &( >est De+#a, has a,,&'ated KKJ a'res 5?.!<kmT6 t& %ata
M&t&rs. %he '&+str2'ti&+ &( the 'ar (a't&ry &+ that tra't &( ,a+d 8i,, re72ire
(erti,e a#ri'2,t2ra, ,a+d a+d the e=pr&priati&+ a+d e:i'ti&+ &( 'a. 1"4!!!
peasa+ts a+d a#ri'2,t2ra, 8&rkers. %he a((e'ted (armers (ear they 8i,, re'ei:e
i+ade72ate &r +& '&mpe+sati&+ a+d there(&re ,&se their ,i:e,ih&&ds.
A'ti:ists +ear .&,kata4 8here %ata@s ma+2(a't2ri+# 2+it is ,&'ated4
started b2r+i+# the 'ar i+ e((i#y. )+ Ne8 De,hi4 a #r&2p &( si= 8&me+
pr&tested 8eari+# %-shirts beari+# s,&#a+s that said4 C%he Rs 1 ,akh 'ar has
Si+#2r pe&p,e@s b,&&d &+ it.C %he %ri+am&&, C&+#ress a,,e#ed that %ata
m&t&rs 2s2rped the a#raria+ ,a+d (&r the '&+str2'ti&+ site a+d has threate+ed
t& sta,, the ma+2(a't2re &( the 'ar. %he 11 'ases 8ere dismissed.
%he Na+& is a,,e#ed t& ha:e se:ere,y a((e'ted the 2sed 'ar market i+
)+dia4 as ma+y )+dia+s &pt t& 8ait (&r the Na+&@s re,ease rather tha+ b2yi+#
2sed 'ars4 s2'h as the AL%O5a rebad#ed S2F2ki A,t&64 8hi'h is '&+sidered as
the Na+&@s +earest '&mpetit&r. Sa,es &( +e8 Mar2ti E!!s ha:e dr&pped by
!B4 a+d 2sed &+es by <!B (&,,&8i+# the 2+:ei,i+# &( the Na+&.
)t 8i,, be a tra#edy i( s2'h a me#a i+:estme+t a+d emp,&yee #e+erati+#
pr&3e't by &+e &( )+diaIs m&st respe'ted '&mpa+y is ,&st t& >est De+#a, &+
a''&2+t &( a (ai,2re &( '&mm2+i'ati&+ am&+# its stakeh&,ders. )tIs time that
8e as a +ati&+ be#i+ t& thi+k &( s2'h pr&3e'ts as +ati&+a, pr&3e'ts a+d +&t
be'&me 'apti:e t& immediate imp2,ses. %here 'a++&t be a+d m2st +e:er be
a+y '&+tradi'ti&+ bet8ee+ i+d2stria,iFati&+ a+d 8e,(are &( (armers.
Pa#e $ K
)+ a dem&'ra'y4 the se+siti:ity &( a,, stakeh&,ders has t& be
addressed a+d i+ the '&+te=t &( ,a+d a'72isiti&+ '&+tr&:ersies4 the +e8 ,a8 &(
,a+d a'72isiti&+ a+d rehabi,itati&+4 pr&p&sed by the UPA #&:er+me+t4 is the
8ay (&r8ard. )( the %ata 8ithdra8s (r&m the Na+& pr&3e't i+ >est De+#a,4
i+:est&rsI se+time+ts 8i,, be h2rt4 a+d the &+,y 8ay (&r the '&mpa+y t& m&:e
(&r8ard is (&r a,, '&+'er+ed t& e+s2re a p&,iti'a, atm&sphere '&+d2'i:e (&r
i+:estme+t. %he Na+& has <? pate+ts &+ the 'arIs desi#+ itse,(4 8hi'h is a
'a2se (&r +ati&+a, 'e,ebrati&+ as it represe+ts a ma3&r te'h+&,&#i'a, a+d
ma+2(a't2ri+# (eat i+ the a2t&m&ti:e se't&r.
A,, pr&3e'ts &( te'h+&,&#i'a, e='e,,e+'e a+d &ri#i+a,ity that #i:e )+dia
a spe'ia, p,a'e i+ i++&:ati&+ a+d 2+i72e '&mpetiti:e ad:a+ta#e4 sh&2,d be
treated as +ati&+a, pr&3e'ts. %he state #&:er+me+t sh&2,d e+s2re the (armers
are 32st,y '&mpe+sated i+ terms &( pri'e (&r their ,a+d a+d emp,&yee
&pp&rt2+ities i+ the 'ar pr&3e't thr&2#h s2itab,e p&,i'y i+itiati:e. Dem&'rati'
#&:er+me+t is a,, ab&2t dia,&#2e a+d m&derati&+4 a+d 8e h&pe that the >est
De+#a, #&:er+me+t 8i,, i+itiate p2rp&si:e dia,&#2e 8ith a,, '&+'er+ed. A(ter
a,,4 his 2+(&rt2+ate '&+tr&:ersy m2st be res&,:ed t& the satis(a'ti&+ &( a,,
stakeh&,ders thr&2#h dia,&#2e a,&+e.
!#te&t At Sin%ur
)+ %ata M&t&rs ,&+#-term i+terests Si+#2r has be'&me a (,ash p&i+t a+d
a h&t bed (&r p&,iti'a, a'ti:ity. %he a:era#e )+dia+ 8i,, h&8e:er be
Pa#e $ <!
sy+&+ym&2s 8ith Si+#2r as the 'hie( pr&d2'ti&+ (a'i,ity &( the
>&r,dIs 'heapest 'ar. %he m2'h ta,ked ab&2t 1 ,akh pe&p,eIs 'ar &r the Na+&.
%his stateme+t is the (irst ',ear i+di'ati&+ by Rata+ %ata that he is+It
i+terested i+ dea,i+# 8ith the :i&,e+t p&,iti's &( Si+#2r. Rata+ %ata is +&t the
type &( ma+ 8h& 2ses the media t& p,ay ar&2+d 8hi'h mea+s that t&dayIs
stateme+t is a (&re'ast &( 8hat 8i,, happe+ 2+,ess thi+#s 'ha+#e at #r&2+d
Fer& i+ Si+#2r.
Despite %ataIs '&+(ide+'e that they are 'apab,e &( r&,,i+# &2t the Na+&
by O't&ber4 (2t2re pr&d2'ti&+ 8i,, be hampered i( they are (&r'ed t& shi(t their
pr&3e't e,se8here. Si+#2r has be'&me a p&,iti'a, iss2e bet8ee+ the
#&:er+me+t a+d the &pp&siti&+ &:er the #&:er+me+tIs U'apt2reI &( 0armer
a#ri'2,t2ra, ,a+d. >hi,e the &pp&siti&+ a,,e#es that s&me ,a+d has bee+
(&r'e(2,,y a'72ired4 8hi,e (&r s&me ade72ate '&mpe+sati&+ has +&t bee+ paidL
the imp&rta+t (a't remai+s that :i&,e+t meth&ds are bei+# 2sed t& dea, 8ith
the sit2ati&+.
0armers pr&testi+# the %ata p,a+t ha:e res&rted t& beati+# 2p the sta((
&( the Si+#2r p,a+t. Seri&2s b&di,y dama#e has bee+ i+(,i'ted &+ the sta(( a+d
(ami,y members &( %ata M&t&rs at Si+#2r. %his has bee+ the mai+ reas&+ 8hy
%ata mi#ht :ery 8e,, p2,, &2t &( Si+#2r. 0&r the state h&2si+# the Na+&
pr&3e't4 thi+#s are seri&2s (&r >est De+#a,. %he Na+& pr&3e't at Si+#2r has
p2t i+ ar&2+d 1"!! 'r&res a+d 8i,, p2mp i+ e:e+ m&re &+'e seri&2s
pr&d2'ti&+ be#i+s.
Pa#e $ <1
0&r a state that is i+ +eed &( hea:y i+:estme+t4 a (ias'& ,ike
this 8i,, set a da+#er&2s pre'ede+t a+d deter (2t2re i+:estme+ts by '&rp&rate
i+ )+dia a+d the >&r,d. %ata M&t&rs i( b&&ted &2t &( Si+#2r mi#ht make their
8ay t& the state &( Uttar Pradesh. E:e+ Uttara+'ha, a+d Ar2+a'ha, Pradesh
8ith their ,e+ie+t ta= str2't2res '&2,d be 2+,ike,y #ai+ers. %here are a,s& the
spe'ia, e'&+&mi' F&+es &( G23arat a+d .ar+ataka that h&,d pr&mise. )( %ata
de'ide t& m&:e4 i+:est&rs 'a+ take heart (r&m the (a't that despite de,ayed
pr&d2'ti&+ a+d e:e+t2a,,y sa,es4 the Na+& 8i,, sti,, (i+d takers.
En.ironment#) Im2#ct
)+ )+dia4 a 'ar ,ike this 'a+ 'r&8d the streets4 (&r'i+# the #&:er+me+t t&
impr&:e i+(rastr2't2re - a+d as the e:&,2ti&+ &( the >ester+ i+d2stria, s&'iety
dem&+strates4 a((&rdab,e 'ars 'a+ be a ma3&r (&r'e (&r 'ha+#e. D2t ti,, that
happe+s4 this is a 'ar that 'a+ seri&2s,y 'r&8d the streets - a+d make ,i(e a bit
t&2#her i+ the sh&rt-term. %he 'ar 8i,, ha:e a t8&-'y,i+der A?-'' petr&,
e+#i+e 8ith << bhp &( p&8er.
)t 8i,, a,s& ha:e a <!-,itre (2e, ta+k a+d (&2r-speed ma+2a, #earshi(t.
%he 'ar 8i,, '&me 8ith air '&+diti&+i+# i+ the de,2=e :ersi&+4 b2t 8i,, ha:e
+& p&8er steeri+#. ) k+&84 that@s patheti' p&8er by Ameri'a+ a+d >ester+
sta+dards. D2t )+dia+ ma=im2m ,e#a, speeds are 8ay ,&8er tha+ them - a+d
%ata M&t&rs a+y8ay ',aims that the 'ar is as (ast as the Mar2ti E!!4 )+dia@s
&ri#i+a, Pe&p,e@s Car that 'ha+#ed thi+#s a '&2p,e de'ades ba'k. A+d there
are a mi,,i&+ &r m&re &( them &+ the streets &( )+dia a,ready. %he 'ar 8i,, ha:e
(r&+t disk a+d rear dr2m brakes. %he '&mpa+y ',aims mi,ea#e &( kmp, i+
'ity a+d A kmp, &+ hi#h8ay.
Pa#e $ <
%he O "!! is the dea,er pri'e - the a't2a, pri'e &+ the r&ad
mi#ht be appr&= Rs. O<!!!. %he 'ar 8&2,d be '&mmer'ia,,y ,a2+'hed i+ the
se'&+d ha,( &( !!E a+d 8&2,d be pr&d2'ed at the Si+#2r p,a+t i+ >est
De+#a,. %he 'ar ,a2+'hed is bei+# a:id,y 8at'hed by the a2t& i+d2stry ar&2+d
the 8&r,d.
As attra'ti:e as the Na+& is &+ the &2tside4 the same 'a++&t be said (&r the
i+teri&r. %he p,asti's (ee, 'heap a+d it is here that y&2 be#i+ t& (ee, the
'&+'er+ t&8ards the pri'e that %ata 8as aimi+# at. %he r2dime+tary k+&bs a+d
s8it'hes p&i+t t&8ards the 2se &( materia,s4 8hi'h 8&2,d be better &(( i+
tra't&rs t8e+ty years &,dV Dreary a+d 2+i+spiri+# by a+y meas2re4 thatIs 8hat
&+e 'a+ say ab&2t the i+teri&r 72a,ity a+d ,&&ks. >hat impressed me th&2#h
8as the ,ay&2t. Spa'i&2s a+d (2+'ti&+a,4 the dashb&ard has a '2r:ed ,&&k4
8hi'h 'a+ pr&:e be+e(i'ia, 8he+ it '&mes t& st&ri+# items.
%he Che:y Spark started it (&r the sma,, 'ars a+d the Na+& '&+ti+2es &+ 8hat
seems t& be the '2rre+t tre+d. %he i+str2me+t bi++a',e is mid-m&2+ted a+d
the 'e+ter '&+s&,e has a s8&&pi+# (&rm 8hi'h h&2ses a,, the imp&rta+t k+&bs
a+d air '&+ :e+ts. Speakers (&r the a2di& system ha:e bee+ i+'&rp&rated &+
the rear be+'h 32st 2+der the seat area.
%he speed is 'a,ibrated t& a t&p 8ha'k &( 1!kmph th&2#h 8e sha,, reser:e
&2r stateme+ts &+ that ti,, 8e test the 'ar th&r&2#h,y. Cash sa:i+# a'ti:ity has
#&+e a bit t&& (ar 8ith the s2+ :is&r4 thereIs &+,y &+eV P,ease %ata4 p,ease4
ha:e mer'y &+ the pe&p,e 8h& 8i,, sit &+ the passe+#er seat4 &+,y t& (i+d +&
s2+ :is&r t& pr&te't their ski+ (r&m s2+ &r +& :a+ity mirr&r (&r 8&me+ 5me+
t&&4 #&i+# by the '2rre+t (ashi&+V6 t& p2t the make-2p &+. %he 'e+ter '&+s&,e4
(&rmi+# a 'rest i+ the midd,e &( the dash4 'a+ be 8&rris&me i( y&2 happe+ t&
be as ta,, as Ra3pa, /ada:. %he seats ha:e i+te#rated head restrai+ts4 ,ike i+ the
Pa#e $ <<
h2#e,y p&p2,ar4 Gy2+dai i1!. /es the Na+& 8i,, be depri:ed &( a
,&t &( 'reat2re '&m(&rts b2t t& satis(y y&2r sa,i:ati+# m&2th4 %ata 8i,, &((er
the t&p e+d :ersi&+ 8ith air '&+4 p&8er 8i+d&8s a+d p&8er steeri+#. %his 'ar
is desti+ed t& be e=p&rted t&&4 s& pr&:isi&+ (&r ADS a+d airba#s 8i,, a,s& be
there (&r s2re. %he (,&&r m&2+ted (&2r-speed #earb&= 8as+It sm&&th as si,k
b2t 8&2,d #i:e the E!! s&methi+# t& take i+spirati&+ (r&m. R&&mi+ess is
8hat this '&mpa't 'ar (r&m %ata is a,, ab&2t. 0&2r a:era#e siFed )+dia+s 8i,,
(i+d themse,:es e+3&yi+# their ride.
Pa#e $ <?
T3E PEOP!EAS AR
Pa#e $ <"
T#t# Motor&A 2)#n& ?ou)d 2roduce/ in re#) term&/ by '#r
t+e c+e#2e&t c#r e.er m#de5 A+ )+dia+ 'ar may s&&+ ear+ a parki+# p,a'e i+
hist&ry a,&+#side 0&rd@s M&de, %4 V&,ks8a#e+@s Deet,e a+d the Dritish M&t&r
C&rp.@s Mi+i4 a,, &( 8hi'h p2t a set &( 8hee,s 8ithi+ rea'h &( mi,,i&+s &(
'2st&mers a(ter they r&,,ed &+t& the s'e+e. %ata M&t&rs is de:e,&pi+# a 'ar it
aims t& se,, (&r ab&2t O4"!! the 'heapest4 by (ar e:er made.
%here is a ,&t ridi+# &+ its sma,, 8hee,s. )( the yet-t&-be-+amed 'ar is a
s2''ess 8he+ it #&es &+ sa,e +e=t year4 it 8&2,d hera,d the emer#e+'e &( %ata
M&t&rs &+ the #,&ba, a2t& s'e+e4 mark the ad:e+t &( )+dia as a #,&ba, 'e+ter
(&r sma,,-'ar pr&d2'ti&+ a+d represe+t a :i't&ry (&r th&se 8h& ad:&'ate
maki+# 'heap #&&ds (&r p&te+tia, '2st&mers at the Cb&tt&m &( the pyramidC i+
emer#i+# markets. M&st &( a,,4 it 8&2,d #i:e mi,,i&+s &( pe&p,e +&8 re,e#ated
t& ,esser mea+s &( tra+sp&rtati&+ the 'ha+'e t& dri:e 'ars.
)t is a h2#e,y ambiti&2s pr&3e't ri:a,s ha:e 'a,,ed it imp&ssib,e (&r a+y
'&mpa+y. D2t it is a2da'i&2s (&r &+e that had+It e:e+ b2i,t 'ars a de'ade a#&.
0&r de'ades %ata M&t&rs has bee+ )+dia@s ,ar#est '&mmer'ia, :ehi',e
maker the %ata ,&#& appears &+ b2ses4 d2mp tr2'ks4 amb2,a+'es a+d 'eme+t
mi=ers. St2rdy as e,epha+ts4 they are a (i=t2re &( the )+dia+ ,a+ds'ape.
O8+ers i+e:itab,y pai+t the e=teri&rs i+ a 'heer(2, ri&t &( bri#ht red4 #ree+4
&ra+#e4 b,2e a+d ye,,&8 a+d ,i+e the 2+-air-'&+diti&+ed 'abs 8ith teak8&&d
t& keep them '&&,er i+ )+dia@s seari+# heat.
G&8e:er 2bi72it&2s4 %ata@s tr2'ks (a'ed a pr&b,em a(ter the )+dia+
#&:er+me+t be#a+ re(&rms that &pe+ed the )+dia+ e'&+&my i+ 1KK1H the h2#e
Pa#e $ <A
'y',i'a, s8i+#s i+ dema+d typi'a, (&r '&mmer'ia, :ehi',es. %&
di:ersi(y4 %ata 8&2,d e+ter4 at #reat e=pe+se4 the ,ess
:&,ati,e passe+#er 'ar market.
De(&re the re(&rms )+dia+ '2st&mers had s& (e8 'h&i'es that %ata 8as
she,tered. >he+ dema+d tai,ed &(( it 32st 8&rked d&8+ a 8aiti+# ,ist4 a+d
there 8as +e:er a +eed t& '&+'er+ itse,( 8ith '2st&mer desires. S2re e+&2#h4
a(ter the e'&+&my s,2mped i+ the ,ate 1KK!s 32st 8he+ e=pe+ses (&r
de:e,&pi+# the passe+#er 'ar hit h&me %ata tr2'k a+d b2s sa,es p,2+#ed by
?!B a+d %ata M&t&rs ,&st O11! mi,,i&+ i+ (is'a, !!!. )t 8as the (irst red i+k
see+ si+'e 1K?"4 8he+ the '&mpa+y 8as (&2+ded t& make ,&'&m&ti:es.
E=e'2ti:es 8ere st2++ed. C)t 8as '&rp&rate )+dia@s bi##est ,&ss4C says Ra:i
.a+t4 ma+a#i+# dire't&r &( %ata M&t&rs. C%he 'risis 'ha+#ed 2s. >e t&,d
&2rse,:es4 @Ne:er a#ai+.@C
D2t %ata M&t&rs4 part &( )+dia@s ,ar#est '&+#,&merate4 (irst had t& reset
its 8ays. Like ma+y )+dia+ '&mpa+ies pr&te'ted (&r de'ades (r&m (&rei#+
'&mpetiti&+4 %ata had #&tte+
t& !!! sti,, (at a+d s,&8.
Cha+#e started 8ith a spri+# !!! meeti+# at the Lake h&2se4 a
b2+#a,&8 a'r&ss the street (r&m the '&mpa+y@s mai+ (a't&ry i+ P2+e4 a three-
h&2r dri:e east &( M2mbai. .a+t4 the+ i+ 'har#e &( the '&mmer'ia, :ehi',e
di:isi&+4 +eeded (resh ideas i+stead &( ri#id resista+'e4 s& i+ a+ e=perime+t4
he 'a,,ed a meeti+# &( ! &( his m&st pr&misi+# y&2+# Ma+a#ers a,, 2+der <"
years &,d.
Pa#e $ <J
Pa#e $ <E
T#t# N#no
M#nu'#cturer %ata M&t&rs
A)&o c#))ed %he Pe&p,e@s Car
Production !!E R prese+t
A&&emb)y Si+#2r4 >est De+#a,
Predece&&or N&+e
)#&& City 'ar
Body &ty)e6&7 ?-d&&r kei 'ar
!#yout RR ,ay&2t
En%ine6&7 'y,i+der petr&, D&s'h m2,ti-p&i+t (2e,
i+3e'ti&+ 5si+#,e i+3e't&r6 a,, a,2mi+2m
A< '' 5<E '2 i+6
Tr#n&mi&&ion6&7 ? speed sy+'hr&mesh 8ith &:erdri:e i+
?
th
,+ee)b#&e 4<! mm 5EJ.E i+6
!en%t+ <1!! mm 51 i+6
,idt+ 1"!! mm 5"K.1 i+6
3ei%+t 1A!! mm 5A< i+6
urb ?ei%+t "E! k# 514<!! ,b6-A!! k# 514<!! ,b6
Fue) c#2#city 1" L 5? US #a,;< imp #a,6
De&i%ner *2sti+ N&rek
TATA NANO B T3E !ITT!E AR T3AT MIG3T 3ANGE T3E
,OR!D
3o? ?i)) t+i& c#r c+#n%e Indi# #nd ot+er De.e)o2in% countrie&C
)t 8i,, he,p )+dia@s h2#e t8& 8hee,er p&p2,ar 2p#rade t& a (&2r-
8hee,er
Pa#e $ <K
Very a((&rdab,e - pri'ed a bit hi#her 1"'' m&t&r'y',es
i+ )+dia
)( p&p2,ar4 8i,, ',&# r&ads i+ the 'ities
Estab,ish a h2#e :&,2me market that 'a++&t be i#+&red by a+y ,ar#e
'ar ma+2(a't2rer
?! pate+ts by %ata M&t&rs d2ri+# de:e,&pme+t
Gere are the pi't2res (r&m the 2+:ei,i+# &( the %ata M&t&rs@ sma,, 'ar t&
be s&,d at a pri'e &( US O "!! appr&=. 5Rs. 1 ,akh.6. %he %ata Na+& 8as
2+:ei,ed at the Kth A2t& E=p& i+ Ne8 De,hi4 )+dia.
%he 8&r,d@s 'ar ma+2(a't2rers ha:e e=pressed a,, shades &( &pi+i&+ i+
the r2+-2p t& the %ata Na+&. S2F2ki has said that it is imp&ssib,e V > said it
is +&t 8hat they 8a+t t& d&. Daim,erChrys,er said they thi+k it is a+ imp&rta+t
market %ata is tryi+# t& tap.
%here 8as +& 8ay %ata '&2,d desi#+ a 'ar the '&+:e+ti&+a, 8ay. S& 8e+t at it
&+ a ',ea+ s,ate. A+d seems t& ha:e p2,,ed it &((. %he rear e+#i+ed 'ar 8i,,
ha:e a sma,, b&&t (&r ,2##a#e st&ra#e i+ the (r&+t. )+ the pr&'ess &(
de:e,&pi+# the Na+&4 %ata M&t&rs has added ?! pate+ts t& its kitty.
%his 'ar4 i( it be'&mes a hit4 8i,, make e:ery a2t& '&mpa+y 'ha+#e the 8ay it
8&rks a+d ,&&k at the :&,2me market5 N&t &+,y i+ )+dia4 b2t i+ e+tire Asia a+d
e:ery third 8&r,d '&2+try. O((eri+# m&bi,ity (&r the masses is bi# b2si+ess.
%he V> Deet,e did that4 a+d s& did Ge+ry 0&rd.
Pa#e $ ?!
M#r$etin% Mi- Str#te%ie&
95 Product Str#te%ie&
%he pr&d2't strate#y4 8hi'h 8i,, be adapted4 8&2,d be the strai#ht
pr&d2't e=te+si&+4 8hi'h is marketi+# the 'ar i+ a+&ther (&rei#+ market
8ith&2t a+y 'ha+#e. %his is be'a2se there 8&2,d be +& additi&+a, pr&d2't
de:e,&pme+t '&st4 ma+2(a't2ri+# 'ha+#es4 &r +e8 pr&m&ti&+.
Product Re.ie?&
%here are three :aria+ts i+ the Na+& ra+#eH Na+&4 Na+& CP a+d Na+& LP. %he
(eat2res &( the 'ar are as (&,,&8sH
#7 Sty)i&+ #nd com'ort#b)eB
%he Pe&p,eIs Car4 desi#+ed 8ith a (ami,y i+ mi+d4 has a r&&my passe+#er
'&mpartme+t 8ith #e+er&2s ,e# spa'e a+d head r&&m. )t 'a+ '&m(&rtab,y sit
(&2r pers&+s. 0&2r d&&rs 8ith hi#h seati+# p&siti&+ make i+#ress a+d e#ress
easy. )ts m&+&-:&,2me desi#+4 8ith 8hee,s at the '&r+ers a+d the p&8er trai+
at the rear4 e+ab,es it t& 2+i72e,y '&mbi+e b&th spa'e a+d ma+e2:erabi,ity4
8hi'h 8i,, set a be+'hmark am&+# sma,, 'ars.
b7 Fue)Be''icient en%ineB
%he Pe&p,eIs Car has a rear-8hee, dri:e4 a,, a,2mi+2m4 t8&-'y,i+der4 "< ''4
Pa#e $ ?1
<< PS4 m2,ti p&i+t (2e, i+3e'ti&+ petr&, e+#i+e. %his is the (irst
time that a t8&-'y,i+der #as&,i+e e+#i+e is bei+# 2sed i+ a 'ar 8ith a si+#,e
ba,a+'er sha(t. %he ,ea+ desi#+ strate#y has he,ped mi+imiFe 8ei#ht4 8hi'h
he,ps ma=imiFe per(&rma+'e per 2+it &( e+er#y '&+s2med a+d de,i:ers hi#h
(2e, e((i'ie+'y. Per(&rma+'e is '&+tr&,,ed by a spe'ia,,y desi#+ed e,e'tr&+i'
e+#i+e ma+a#eme+t system.
'6 Meet& #)) &#'ety reDuirement&-
%he Pe&p,eIs Car Is sa(ety per(&rma+'e e='eeds '2rre+t re#2,at&ry
re72ireme+ts. >ith a+ a,, sheet-meta, b&dy4 it has a str&+# passe+#er
'&mpartme+t4 8ith sa(ety (eat2res s2'h a s a,, sheet-meta, b&dy4 it has a
str&+# passe+#er '&mpartme+t4 8ith sa(ety (eat2res s2'h a s 'r2mp,e F&+es4
i+tr2si&+-resista+t d&&rs4 seats be,ts4 str&+# seats a+d a+'h&ra#es4 a+d the rear
tai,#ate #,ass b&+ded t& the b&dy. %2be,ess tyres (2rther e+ha+'e sa(ety.
d7 En.ironmentB'riend)y
%he Pe&p,eIs CarIs tai,pipe emissi&+ per(&rma+'e e='eeds re#2,at&ry
re72ireme+ts. )+ terms &( &:era,, p&,,2ta+ts4 it has a ,&8er p&,,2ti&+
,e:e, tha+ t8&-8hee,ers bei+# ma+2(a't2red i+ Ma,aysia t&day. %he hi#h
e((i'ie+'y a,s& e+s2res that the 'ar has ,&8 'arb&+ di&=ide emissi&+s4
thereby pr&:idi+# the t8i+ be+e(its &( a+ a((&rdab,e tra+sp&rtati&+
s&,2ti&+ 8ith a ,&8 'arb&+ (&&tpri+t.
Br#ndin%
Dra+ds ide+ti(y the s&2r'e &r maker &( a pr&d2't a+d a,,&8
'&+s2mers 9 either i+di:id2a,s &r &r#a+iFati&+s t& assi#+ resp&+sibi,ity
Pa#e $ ?
(&r its per(&rma+'e t& a parti'2,ar ma+2(a't2rer &r
distrib2t&r. Dra+di+# is e+d&8i+# pr&d2'ts a+d ser:i'es 8ith the p&8er &( a
bra+d. )tIs a,, ab&2t 'reati+# di((ere+'es bet8ee+ pr&d2'ts. 0&r
bra+di+# strate#ies t& be s2''ess(2, a+d bra+d :a,2e t& be 'reated4 '&+s2mers
m2st be '&+:i+'ed there are mea+i+#(2, di((ere+'es am&+# bra+ds i+ the
pr&d2't &r ser:i'e 'ate#&ry. )+ %ata Na+&Is 'ase4 the bra+di+# strate#y 2sed is
'&rp&rate +ame '&mbi+ed 8ith i+di:id2a, pr&d2't +ames. %his '&mpa+yIs
+ame ,e#itimiFes a+d the i+di:id2a, +ame i+di:id2a,iFes the +e8 pr&d2't
Product Str#te%y
%he %ata Na+& CP4 i+',2di+# a,, the (eat2res des'ribed i+ the ear,ier Pr&d2't
Re:ie8 se'ti&+4 8i,, be s&,d 8ith a three-year 8arra+ty &r 1!!4!!!km
8arra+ty4 8hi'he:er '&mes (irst. >e 8i,, i+tr&d2'e the %ata Na+& LP d2ri+#
the (&,,&8i+# year4 a(ter 8e ha:e estab,ished &2r %ata bra+d. %he bra+d a+d
,&#& 8i,, be disp,ayed &+ the 'ar as 8e,, as i+ a,, marketi+# 'ampai#+s.
;5 Pricin% Str#te%ie&
%he C&st pri'e is a+ estimated USD4 ?!4 8hi'h i+',2des imp&rt ta=4 d2ties
e='ise4 sa,es ta=4 shipme+t '&sts a+d assemb,y '&st. %he se,,i+# pri'e (&r the
Ma,aysia+ market is RM 1<4J!?.!!4 8hi'h is i+',2si:e &( sta+dard
a''ess&ries4 b2t e=',2de r&ad ta=5RM J!.!!64 re#istrati&+ (ees 5RM
1"!.!!64 +2mber p,ate 5RM "!.!!6 a+d &8+ership e+d&rseme+t (ee 5RM
"!.!!64 sa,es ta= 5RM 1<J!.?!6 8hi'h am&2+ted t& RM <!.!!. %he O+-%he-
R&ad pri'e 8i,, be RM 1"JKJ.?!.%hese pri'es re(,e't a strate#y &(
taki+# a share (r&m estab,ished '&mpetit&rs4 s2'h as Per&d2aI s m&de, &(
.a+'i, a+d Vi:a.
Settin% t+e 2rice E &e)ectin% 2rice objecti.e&
%ata Na+& Ma,aysia 5%NM6 has set ma3&r three &b3e'ti:es i+ its e((&rt t&
Pa#e $ ?<
p&siti&+ itse,( i+ the Ma,aysia A2t&m&ti:e market. %he
&b3e'ti:es areH S2r:i:a,4 ma=im2m '2rre+t pr&(it a+d ma=im2m market
share.
#5 Sur.i.#)
)+te+se '&mpetiti&+ (r&m Ma,aysiaIs se'&+d 'ar ma+2(a't2rer4 Per&d2a (&r a
share &( the a2t&m&ti:e market se#me+t (&r the be,&8 14!!! '' 'ate#&ry 8i,,
sp2r %NM t& e+s2re that the 'ar pri'e '&:ers :ariab,e '&sts a+d s&me (i=ed
'&sts. )+ this 'ase4 s2r:i:a, is a sh&rt term &b3e'ti:e as i+ the ,&+# r2+4 %NM
8i,, add :a,2e s2'h as added sa(ety (eat2res t& the Na+& ra+#e.
b5 M#-imum current 2ro'it
%NM has set a pri'e that 8i,, ma=imiFe '2rre+t pr&(its4 'ash (,&8
a+d ret2r+ &+ i+:estme+t4 a(ter taki+# i+t& '&+siderati&+ the dema+d
a+d '&sts i+:&,:ed. As this 'ate#&ry &( sma,, (&rei#+ 'ars se#me+t has +&t
bee+ rea,,y tested by &ther ma+2(a't2rers4 there(&re the dema+d is rather
di((i'2,t t& estimate b2t %NM is '&+(ide+t &( a #&&d resp&+se t&8ards its
e+try i+t& the Ma,aysia+ market.
c5 M#-imum M#r$et S+#re
%NM 8i,, imp,eme+t the market-pe+etrati&+ pri'i+#4 8hi'h is t& set a ,&8
pri'e (&r a +e8 'ar i+ &rder t& attra't a ,ar#e +2mber &( b2yers a+d a ,ar#e
market share. %his 8i,, be d&+e by a'hie:i+# hi#h sa,es :&,2me4 8hi'h 8i,,
res2,ts i+ (a,,i+# '&sts4 a,,&8i+# the '&mpa+y t& '2t its pri'e e:e+ (2rther. >e
are p&siti:e e+&2#h that the Ma,aysia 'ar market is hi#h,y pri'e se+siti:e4 as
a ,&8 pri'e pr&d2'es m&re market #r&8th.
%NM is a,s& '&+(ide+t that pr&d2'ti&+ a+d distrib2ti&+ '&sts 8i,, (a,, as sa,es
:&,2me i+'reases a+d the ,&8 pri'e &( Na+& 'ars 8i,, he,p t& keep &2t
Pa#e $ ??
'&mpetiti&+ a+d mai+tai+ its ,&8-pri'e p&siti&+. %he ,&8-
pri'e e+try 8i,, pr&:ide Pe&p,e '&+s2mers 8ith a :iab,e a,ter+ati:e t&
Perd2e 9Ma,aysia se'&+d Nati&+a, 'ar. 02rther ,ibera,iFati&+ is e=pe'ted as
Ma,aysia imp,eme+ts the ASEAN 0ree %rade Area a#reeme+t4 8hi'h
'&mmits the Ma,aysia G&:er+me+t t& s'rap (&rei#+ 'ar ta=es.
<5 Promotion Str#te%ie&
<59 Objecti.e& o' Promotion Str#te%ie&
De(&re determi+e the pr&m&ti&+ strate#ies4 8e +eed t& :ery ',ear ab&2t
8hat are the &b3e'ti:es 8e +eed t& a'hie:e. >e k+&8 as ab&:e4 &2r missi&+s
are t& pr&m&te %ata Na+& i+ Ma,aysia a+d i+'rease the sa,es 72arter,y. %ata
Na+& is :ery +e8 (&r Ma,aysia+L they (ee, (resh 8ith this +e8 bra+d a+d
'&+'ept &( this 'ar. %ata Na+& 8i,, #et i+t& Ma,aysia market i+ *2,y!!K.
S& (irst &( the &b3e'ti:e (&r pr&m&ti&+ strate#ies are aims t&
'reate bra+d a8are+ess a+d '&+'ept;k+&8,ed#e &( this +e8 'ar 9 %ata Na+&.
%his is the 'heapest 'ar i+ the 8&r,d a+d b2rst i+t& the 8&r,d8ide market i+
the sh&rt time. D2t sti,, is the +e8 bra+d (&r the Pe&p,e4 s& 8e d& the
ad:ertiseme+t a+d &r#a+iFe the e:e+t &r 'ampai#+ i+ s2((i'ie+t detai, t&
estab,ish the #&&d bra+d attit2des. Dra+d a8are+ess is imp&rta+t t& pr&:ide a
(&2+dati&+ (&r bra+d e72ity.
A(ter that4 &2r se'&+d &b3e'ti:e is k+&8,ed#e a+d pers2asi:e.
>e aim t& 'reate ,iki+#4 pre(ere+'e4 '&+:i'ti&+4 a+d p2r'hase &( a %ata
Pa#e $ ?"
Na+& 'ar. >e 'a+ d& the '&mparis&+ 8ith &ther 'ars that ha:e
hi#her p2r'hase pri'e a+d this pri'e is +&t e:ery pe&p,e 8i,, be a((&rdab,e
espe'ia,,y ,&8er i+'&me (ami,ies a+d st2de+ts. Deside that 8e 8i,, '&+:i+'e
'2rre+t p2r'hasers that 8e 8i,, #i:e the p&te+tia, '2st&mer t& e+3&yi+# the
#&&d e=perie+'e 8ith %ata Na+& by #i:e try t& dri:e the %ata Na+& be(&re
b2yi+# the 'ar. A+d a,s& 8i,, pr&:ide them 8arra+ty t& the %ata Na+&.
>e 8i,, &r#a+iFe a,, the pr&m&ti&+ strate#ies 8ith ,&8er '&st t& mai+tai+ the
,&8er p2r'hase pri'e (&r the %ata Na+& i+ Ma,aysia.
<5; Promotion T#% )ine
Have un, !ay less and get more "ith Tata Nano#
>hy %ata estab,ish this ta# ,i+eW De'a2se this makes pe&p,e t&& easy t&
remembered %ata Na+& a+d (ee, happy a,, the 8ays 8ith %ata Na+&. %ata Na+&
is sa(ety a+d y&2 'a+ tra:e, e:ery8here by %ata Na+& 8ith y&2r (ami,y &r
(rie+ds 8ith (2+4 b2t y&2 32st +eed t& pay a,, &( this at ,&8er pri'e 9Pay Less M
Get M&re.
Deside that 8e 'a+ e+3&y spe'ia, (2+ 8ith %ata Na+&L &2r earth a,s& 8i,,
(ee, happy 8ith %ata Na+& be'a2se %ata Na+& a,s& is the e+:ir&+me+t (rie+d,y
'ar.
<5< Ad.erti&in% Pro%r#m
Pa#e $ ?A
%ata aims t& i+(&rm pe&p,e this is the 'heapest 'ar i+ the
8&r,d a+d pers2ade pe&p,e t& b2y %ata Na+& d2e t& this 'ar is sa(ety4
2se(2,4 a,, i+ #&&d 72a,ity a+d a,s& e+:ir&+me+t (rie+d,y by de:e,&pi+# a+
ad:ertisi+# pr&#ram.
<5<59 On)ine Ad.erti&ement
0irst step 8e start be(&re ,2+'hi+# %ata Na+&4 8e d& the &+,i+e
ad:ertiseme+t. %ata Na+& 'reated a >ebsite 9 888.tata+a+&.'&m9 &+
Mar'h !!K t& better '&mm2+i'ate 8ith the '2st&mers. )+ the >eb site4
8e p&sted the ph&t& 'ate#&ries a+d :ide&s t& pr&:ide '2st&mers the
i+(&rmati&+ a+d spe'ia, (eat2res &( %ata Na+& a+d bri+# them i+side the
'&mpa+y. )+ additi&+ t& ph&t&s a+d :ide&s4 the 8eb site ,i+ks t& re'e+t
+e8s ab&2t %ata Na+& a+d spa'e (&r p2b,i' (eedba'k.
Desides that4 b,&#s ha:e be'&me a+ imp&rta+t &2t,et (&r 8&rd &( m&2th
that is re#2,ar,y 2pdated &+,i+e diaries. D,&#s are bri+#i+# t&#ether pe&p,e
8ith '&mm&+ i+terests. %hey :ary 8ide a+d 'a+ i+(,2e+'e a :ast a2die+'e d2e
t& ma+y )+ter+et 2sers ha:e read D,&#s. >e 'a+ estab,ish the b,&# +et8&rk a+d
'are(2,,y m&+it&ri+# t& (i+d &2t 8hatIs &+ pe&p,e@s mi+ds espe'ia,,y the
p&te+tia, '2st&mers. %his is a 'heapest a+d #&&d 8ay t& b2i,d 2p bra+d
a8are+ess.
<5<5; Te)e.i&ion Ad.erti&ement
Pa#e $ ?J
%e,e:isi&+ ad:ertiseme+t is :ery e=pe+si:e b2t this is the
m&st p&8er(2, t& per(&rm the %ata Na+& t& the p2b,i' by dem&+strati+# %ata
Na+& attrib2tes a+d pers2asi:e,y e=p,ai+i+# their '&rresp&+di+# '&+s2mer
be+e(its. Dy ,&8er ad:ertisi+# b2d#et4 8e 'a++&t d& the %V
ad:ertiseme+t i+ 8h&,e day4 s& 8e 32st 'h&&se the prime time 5Jpm 9
11pm6 t& p,a'e the ad:ertiseme+t. Dy pr&per,y desi#+ed a+d e=e'2ted %V
ad:ertiseme+t 'a+ impr&:e bra+d e72ity a+d a((e't sa,es a+d pr&(its.
<5<5< R#dio Ad.erti&ement
M&st &( the Pe&p,e ,iste+ t& the radi& dai,y. N&8 a day ha:e ma+y
(a'i,ities s2'h as MP<4 ha+d ph&+e a+d s& &+4 is '&+:e+ie+'e (&r the
pe&p,e t& ,iste+ the radi& a+ytime at a+y8here4 %his is a 'heap a+d
per:asi:e medi2m (&r 2s t& 'reate the bra+d a8are+ess by repeated,y
,iste+ the ad:ertiseme+t a+d the bra+d +ame. Ad:a+ta#es &( the radi&
ad:ertiseme+t are (,e=ibi,ity4 72i'k resp&+se a+d a,s& m&re e((e'ti:e media (&r
rea'hi+# tee+s.
<5<5> Ne?&2#2er Ad.erti&ement
Deside that the radi&4 m&st &( the Pe&p,e a,s& 8i,, sa8 a +e8spaper
e:eryday. S& this is #&&d market '&:era#e. 0r&m here4 %ata Na+& 'a+
#et the br&ad a''epta+'e a+d #&&d rep2tati&+ (r&m '2st&mers. Ne8spaper
ad:ertisi+# is i+e=pe+si:e.
<5> M#r$etin% #m2#i%n:
%his Marketi+# 'ampai#+ is base &+ e:ery (&2r m&+thH
Pa#e $ ?E
<5>59 M#r$etin% #m2#i%n 'or 1u)y ;FFG to October ;FFG
La2+'hi+# pr&#ram a,s& is &+e &( the pr&m&ti&+ strate#ies t& b2i,d
a8are+ess4 thr&2#h ,a2+'hi+# at p2b,i' 'e+ter %ata M&t&r 8i,, i+tr&d2'e the
%ata Na+& t& market. )+ *2,y a+d A2#2st4 8e (&'2s &+ marketi+# 'ampai#+
8hi'h 8i,, take p,a'e at a,, the )P%A a+d )P%S 8hi'h ha:e &r#a+iFe the
'&+:&'ati&+4 by pr&:idi+# pr&d2't disp,ay a+d ba++erL a+d the pe&p,es 'a+
ha:e the e=perie+'e 8ith %ata Na+& by pr&:ide the &pp&rt2+ities t& dri:e %ata
Na+& ar&2+d the 'amp2s.
%heme (&r this 'ampai#+ is @G&&d (2t2re 8ith %ata Na+&@. Reas&+ (&r
this marketi+# 'ampai#+ is &+e &( &2r tar#ets are st2de+ts s2'h as (resh
#rad2ate 8h& 32st #et the +e8 3&b a+d a,s& the i+ter+ati&+a, st2de+ts. 0resh
#rad2ate +eed the tra+sp&rtati&+ i+ their 8&rki+# ,i(e b2t they 'a+@t a((&rd t&
b2y the t&& e=pe+si:e 'arL i+ter+ati&+a, st2de+t 32st +eed the 'ar 8hi'h is
e'&+&my a+d 2si+# it i+ sh&rt peri&d ar&2+d -<years (&r their st2de+t ,i(e i+
Ma,aysia. %his is 'heapest '&st by e:e+t &r 'ampai#+ i+ the 'amp2s.
)+ September a+d O't&ber4 Pe&p,e 8i,, 'e,ebrate t8& bi# (esti:a,s t&#ether4
there are Gari Raya P2asa Aidi(itri a+d Deepa:a,i. S& 8e 'a+ (&'2s &+
,&8er i+'&me #r&2p 8ith (ami,y espe'ia,,y th&se are '&me (r&m )+dia+
(ami,y. Use the mai,4 te,eph&+e4 (a=4 e- mai, t& '&mm2+i'ate dire't,y 8ith
them. Dase &+ hist&ri'a,4 m&re &( the Ma,ay &r )+dia+ 8i,, b2y the 'ar be(&re
(esti:a,. @Raya 8ith %ata Na+&@ 'a+ be the theme (&r &2r 'ampai#+ at this
peri&d4 a+d pr&m&te them %ata Na+& is 'heapest a+d sa(ety.
<5>5; M#r$etin% #m2#i%n 'or No.ember ;FFG to Febru#ry ;FFG
Pa#e $ ?K
)+ N&:ember a+d De'ember4 Ma,aysia ha:e the Me#a
Sa,es d2e t& Merry Christmas a+d Ne8 /ear i+ the e+d &( the year at 8h&,e
Ma,aysia s& that ha:e ma+y pe&p,e 8i,, #& t& sh&ppi+#. >e 'a+ &r#a+iFe the
e:e+t at sh&ppi+# 'e+ters i+ Ma,aysia s2'h as .LCC4 Mid:a,,ey4 Der3aya
%imes S72are4 a+d S2+#ai >a+# by pr&:idi+# pr&d2't disp,ay a+d ba++er.
O+ *a+2ary a+d 0ebr2ary4 m&st &( the emp,&yees i+ Ma,aysia 8i,, #et
the b&+2s i+ this peri&d s& the p2r'hasi+# p&8er 8i,, i+'rease. Deside that
Chi+ese Ne8 /ear is at 0ebr2ary. Se+d the br&'h2res t& the sma,, a+d
medi2m '&mpa+y &r &((i'e a+d d& the i+tr&d2'ti&+ &r brie(i+# t& them.
0&,,&8 by mai,4 te,eph&+e4 (a= &r e-mai, t& de:e,&pi+# e((e'ti:e
'&mm2+i'ati&+.
<5>5< M#r$etin% #m2#i%n 'or M#rc+ ;FFG to 1une ;FFG
>e 8i,, d& the r&ad sh&8 at e:ery state 58h&,e Ma,aysia6. >e 'a+ ha:e
the r&ad sh&8 at the 'e+ter market s2'h as a,, market at a,, the state. Ga:e
ma+y pe&p,e 8i,, #& t& market ear,y m&r+i+# t& b2y the :e#etab,e4 take the
break(ast &r b2y the +e'essary thi+#s. M&st &( them are 8&me+ &r h&2se8i(e
8h& may be '&me (r&m the ,&8er &r medi2m i+'&me (ami,y. S&me &( them #&
t& Pasar by m&t&r'y',e &r by b2s.

%here are &2r tar#et markets. >e 'a+ pr&m&te %ata Na+& t& them s2'h
as4 %ata Na+& is the 'heapest 'ar i+ the 8&r,d4 Get the %ata Na+& t& be se'&+d
'ar (&r their (ami,y member espe'ia,,y (&r their 'hi,dre+ &r e,der pare+t4
Pa#e $ "!
@Easy ,i(e 8ith %ata Na+&@. G&2se8i(e &r m&ther 'a+ #& t& Pasar
&r a+y8here by %ata Na+& better tha+ m&t&r'y',e &r by b2s (&r '&mp,ete their
dai,y matter m&re e((e'ti:e,y.
>he+ the 8&me+ #et the +e8s4 they 8i,, pass this +e8s t& their (rie+d
immediate,y. %his 8i,, he,p 2s t& pr&m&te %ata Na+& e((e'ti:e,y i+ the ,&'a,
s&'iety. At the r&ad sh&84 pe&p,e a,s& 'a+ #et the e=perie+'e 8ith %ata Na+&
by ha:e the &pp&rt2+ities t& dri:e the %ata Na+& 'ar be(&re p2r'hase it.
<5H +#nne) o' Di&tribution Str#te%ie&
<5H59 Direct m#r$etin% c+#nne) 6IeroB)e.e) c+#nne)7
Ma+2(a't2rer C2st&mers
>e per(&rm the %ata Na+& i+ Ma,aysia by se,,i+# it dire't,y t& '2st&mers.
C2st&mers 'a+ dea, dire't,y 8ith &2r dea,ers a+d make the b&&ki+# (&r %ata
Na+& by :isit &2r sa,es &((i'e &r at a+y spe'ia, e:e+t;'ampai#+. Desides that4
'2st&mers a,s& 'a+ #et the i+(&rmati&+ &r make the b&&ki+# :ia the
te,eph&+e 51-E!!-EE-+a+&6 a+d thr&2#h the )+ter+et 5888.tata+a+&.'&m6. Dy
this 8ay 8e 'a+ sa:e m&re '&st a+d mai+tai+ the 'heapest p2r'hasi+# pri'e
rather tha+ thr&2#h retai,ers &r rese,,ers.
<5H5; P+y&ic#) F)o?
Assemb,y >&rksh&p
%ata M&t&r at )+dia %ra+sp&rters4
Pa#e $ "1
>areh&2ses
At Ma,aysia C2st&mers
%ata Na+& 8i,, se+d the paths t& the Ma,aysia a(ter re'ei:ed the &rder
(r&m the sa,es &((i'e. A(ter that4 8e 8i,, assemb,e a 'ar at the 8&rksh&p.
0i+a,,y4 se+d t& the '2st&mers dire't,y. 0r&m here4 8e 'a+ &(te+
pr&:ide (aster de,i:ery t& '2st&mers be'a2se 8e are ',&ser t& the '2st&mers.
<5H5< P#yment F)o?
%ata M&t&r at )+dia Sa,e O((i'e
Da+ks
Da+ks C2st&mers
At Ma,aysiaC2st&mers 'a+ payi+# bi,,s by 'ash &r d& the (i+a+'i+# (r&m
ba+k. C2st&mers pay ,ess by this dia#ram d2e t& +&t +eed t& pay e=tra
'&mmissi&+ t& third party s2'h as 8h&,esa,ers &r retai,ers. %ata M&t&r a,s&
'a+ '&,,e't the payme+t m&re e((i'ie+t.
<5H5> In'orm#tion F)o?
%ata M&t&r at )+dia Sa,e O((i'e
At Ma,aysia C2st&mers
Pa#e $ "
C2st&mers 'a+ #et the i+(&rmati&+ dire't,y (r&m %ata M&t&r
s2'h as +e8 pr&d2't4 pri'e de:e,&pme+t a+d s& &+. %ata M&t&r 'a+ m&re
2+dersta+di+# '2st&merIs +eeds 8he+ re'ei:i+# '2st&mers4 resp&+se 'a,,s a+d
mai,i+#s &r thr&2#h )+ter+et b,&#. )( '2st&mers ha:e a+y +eed &r '&mp,ai+t4
8e 'a+ satis(y them immediate,y by dea, 8ith '2st&mers dire't,y.
<5H5H Promotion F)o?
Marketi+# Campai#+;E:e+t
%ata M&t&r at )+dia Sa,e O((i'e
Media
C2st&mers
At Ma,aysia
Ga:e t8& 8ays &( pr&m&ti&+ (,&84 dire't,y a+d i+dire't,y. Dire't,y is 8eI,,
&r#a+iFe the marketi+# 'ampai#+4 e:e+t a+d r&ad sh&8. Dy this 8ay4 8eI,,
pr&m&te %ata Na+& t& tar#et market by (a'e by (a'e a+d pr&:ide the
&pp&rt2+ities t& them try t& dri:e the %ata Na+&. )+dire't 8ays are 8e 8i,, d&
the ad:ertiseme+t thr&2#h media s2'h as )+ter+et4 %V4 radi& a+d a,s&
+e8spaper. Dy this pr&m&ti&+ (,&84 %ata M&t&r aims t& 'reate bra+d
a8are+ess a+d i+'rease the sa,es i+ the
Ma,aysia.
>5 Fin#nci#) P)#n
Pa#e $ "<
%his se'ti&+ 8i,, &((er the &:er:ie8 &( %ata Na+& re,ated
marketi+# a'ti:ities. )t is i+',2de4 sa,e (&re'ast4 e=pe+se (&re'ast4 break e:e+
a+a,ysis a+d h&8 th&se re,ate t& the market strate#y.
>59 Bre#$ e.en #n#)y&i&
Dreak e:e+ a+a,ysis i+di'ates that <<AK 2+it &r O ?A41AE4JJA 8i,, be
re72ired i+ m&+th,y sa,es re:e+2e t& rea'h the break e:e+ p&i+t.
T#b)e: Bre#$ E.en An#)y&i&
M&+th,y 2+it break e:e+ <<AK
M&+th,y sa,es break e:e+ O?A41AE4JJA
M&+th,y 2+it pr&d2'ti&+ A!E<
A:era#e per 2+it re:e+2e O1<J!?
A:era#e per 2+it :ariab,e '&st OE4K"?
A:era#e per 2+it (i=ed '&st OA<!.E
Estimated m&+th,y (i=ed '&st O1A4!!!4!!!
>5; S#)e& 'orec#&t
Sa,e 8as (&re'asted 72arter,y basis4 8ith ad32stme+t &( seas&+a, (a't&r.
At Ma,aysia there is < mai+ 'e,ebrati&+s ea'h year4 8hi'h Aidi,0itri4
Chi+ese Ne8 /ear4 a+d Deepa:a,i4 th&se (a't&rs 8as 2sed as seas&+a,
(a't&r. Si+'e &+e &( &2r tar#et markets is (resh #rad2ate st2de+t4 #rad2ati&+
m&+th a,s& 8as 2sed as seas&+a, (a't&r t& ad32st &2r (&re'asted sa,es.
%he sa,es 8ere (&re'asted t& i+'rease 1! per'e+t a++2a,,y4 sa,es (&re'ast
'a+ be re(er t& #raph be,&8.
>5< M#r$etin% E-2en&e Forec#&t
Pa#e $ "?
Marketi+# e=pe+se (&re'ast 8i,, be 2sed as t&&, t& keep
the marketi+# departme+t &+ tar#et a+d pr&:ide i+di'at&rs 8he+ '&rre'ti&+s
are +eeded (&r the pr&per imp,eme+tati&+ &( the marketi+# p,a+. E=pe+ses
are tra'ked i+ ma3&r marketi+# 'ate#&ries &( ad:ertiseme+t4 marketi+#
'ampai#+4 dire't marketi+# a+d &ther. Marketi+# are b2d#eted at
appr&=imate,y &( E per'e+t &( t&ta, sa,es (&r < 72arter &( !!K4 the
marketi+# e=pe+se 8i,, be hi#h d2ri+# th&se 72arter t& pe+etrate market a+d
pr&m&ti+# &2r pr&d2't s& '&st2mer 8i,, rea,iFe ab&2t e=iste+'e &( &2r +e8
pr&d2't.
0&r the +e=t '&mi+# years the marketi+# e=pe+se 8i,, b2d#eted
appr&=imate,y <-? per'e+t &( t&ta, sa,es.
%ab,eH Marketi+# E=pe+ses 0&re'ast
F5 <
rd
Ju#rter
FG
>
t+

Ju#rter
FG
9
&t

Ju#rter
9F
;
nd

Ju#rter
9F
Ad.erti&ement
o Ne8spaper
ma#aFi+es a+d
bi,, b&ards
o %V
Ad:ertiseme+t
o O+,i+e
Ad:ertiseme+t
o Radi&
Ad:ertiseme+t
!!!!!!
"!!!!!!
1!!!!!
!!!!!
1"!!!!!
?!!!!!!
1!!!!!
!!!!!
1!!!!!
<"!!!!!
J"!!!
1"!!!!
1!!!!!
<"!!!!!
J"!!!
1"!!!!
M#r$etin%
#m2#i%n
Pa#e $ ""
o Gra+d
La2+'hi+#
E:e+t
o Grad2ati&+
Campai#+
o Depa8a,i
'ampai#+
o Christmas
Campai#+
o Chi+ese +e8
year
o R&adsh&8
J!!!!!!
!!!!!!
!!!!!!
!!!!!!
!!!!!!
<!!!!!!
Direct M#r$etin%
o 1E!! t&,, (ree
o >ebsite
1"!!!!
"!!!!!
1!!!!!
1!!!!!
1!!!!!
J"!!!
1!!!!!
J"!!!
Ot+er
o Pri+ted
Materia,
5Dr&a'hers M
ba++ers6
1!!!!! E!!!!! A!!!!! A!!!!!
Tot#) ;FGHFFFF =FFFFFF K9FFFFF L9FFFFF

M#r$et Structure F#ced By TATA
Key 2oint& to be di&cu&&ed:B
1. Vari&2s market str2't2res i+ brie(
Pa#e $ "A
. %he ki+d &( market str2't2re %ata Na+& is (a'i+#
<. Pre:ai,i+# '&mpetiti&+ t& %ata Na+&
%here are (&2r basi' types &( market str2't2res 2+der traditi&+a, e'&+&mi'
a+a,ysis 8hi'h areH-
A Per'ect com2etition is a market 8here there are ma+y sma,, (irms
pr&d2'i+# h&m&#e+e&2s #&&ds.
A Mono2o)i&tic com2etition pre:ai,s 8here there are a ,ar#e +2mber
&( i+depe+de+t (irms 8hi'h ha:e a :ery sma,, pr&p&rti&+ &( the market
share.
A+ O)i%o2o)y is a market d&mi+ated by a (e8 ,ar#e s2pp,iers. %he
de#ree &( market '&+'e+trati&+ is :ery hi#h
A Mono2o)y is a market str2't2re is 8hi'h a si+#,e s2pp,ier pr&d2'es
a+d se,,s the pr&d2't.
%he e,eme+ts &( Market Str2't2re i+',2de the +2mber a+d siFe
distrib2ti&+ &( (irms4 e+try '&+diti&+s4 a+d the e=te+t &( di((ere+tiati&+. %he
mai+ 'riteria by 8hi'h &+e 'a+ disti+#2ish bet8ee+ di((ere+t market
str2't2res areH the +2mber a+d siFe &( pr&d2'ers a+d '&+s2mers i+ the market4
the type &( #&&ds a+d ser:i'es bei+# traded4 a+d the de#ree t& 8hi'h
i+(&rmati&+ 'a+ (,&8 (ree,y.
A2t&m&bi,e i+d2stry i+ itse,( is a di((ere+tiated &,i#&p&,y market. )+
di((ere+tiated &,i#&p&,ies '&mpa+ies attempt t& di((ere+tiate their pr&d2'ts
(r&m th&se &( their '&mpetit&rs. Esse+tia,,y4 O,i#&p&,ies ha:e a (e8 key
p,ayers i+ a+ i+d2stry that 'a+ '&&perate t& e((e'ti:e,y (&rm a m&+&p&,y &r at
,east appr&a'h the ,e:e, &( a m&+&p&,y. A2t&m&bi,e i+d2stry typi'a,,y has
Pa#e $ "J
barriers t& e+try4 8hi'h deter +e8'&mers (r&m starti+# 2p
b2si+esses4 keepi+# the market sma,,. )+ the 'ase &( a+ a2t&m&ti:e '&mpa+y4
'&sts are a ,ar#e barrier. >h& e=a't,y has the m&+ey t& thr&8 ar&2+d &+ a
(a't&ry4 +ati&+a, ad:ertisi+#4 ,ab&r p&&, 8ith be+e(itsL repair str2't2res a+d
me'ha+i'a, 8arra+ties et' 8i,, 32mp i+ a+ a2t&m&bi,e i+d2stry.
D2t the 'ase &( %ata Na+& is di((ere+t i+ terms &( its pri'e. C2rre+t,y it ',ear,y
e+3&ys ',ear m&+&p&,y i+ the 8&r,d market. Let 2s see h&8.
)( there is a si+#,e se,,er i+ a 'ertai+ i+d2stry a+d there are +& ',&se
s2bstit2tes (&r the #&&ds bei+# pr&d2'ed4 the+ the market str2't2re is that &( a
Cp2re m&+&p&,yC. A m&+&p&,y sh&2,d be disti+#2ished (r&m a 'arte, i+ 8hi'h
se:era, pr&:iders a't t&#ether t& '&&rdi+ate ser:i'es4 pri'es &r sa,e &( #&&ds.
A,th&2#h there are i++2merab,e sma,, 'ar ma+2(a't2rers4 '2rre+t,y %ata
M&t&rs Ltd. ,&+#-a8aited Na+& the -pe&p,eIs 'ar1 sta+ds &2t as the &+,y 'ar
ma+2(a't2red ar&2+d the #,&be 8ith the 'heapest pri'e. %ata says it has (i,ed
<? #,&ba, pate+ts (&r the :ehi',eIs p,at(&rm.
A m&+&p&,y is said t& be '&er'i:e 8he+ the m&+&p&,y (irm a'ti:e,y
pr&hibits '&mpetit&rs (r&m e+teri+# the (ie,d. E'&+&mi' barriers i+',2de
e'&+&mies &( s'a,e4 'apita, re72ireme+ts4 '&st ad:a+ta#es a+d te'h+&,&#i'a,
s2peri&rity. M&+&p&,y is the res2,t &( a''ess t& key res&2r'es4 8hi'h may be
either +at2ra, res&2r'es &r s&me pate+ted pr&'ess &r spe'ia, k+&8,ed#e. Ne8
(irms 'a++&t e+ter the i+d2stry 8ith&2t a''ess t& th&se res&2r'es.
%he NiX& te'h+&,&#y 8hi'h i+',2des the ab&:e (a't&rs 8i,, make it
di((i'2,t (&r +e8 e+tra+ts.
A m&+&p&,y is a pri'e maker as it h&,ds a ,ar#e am&2+t &( p&8er &:er
the pri'e it 'har#es. %ata Na+& is the &+,y 'ar i+ the 8&r,d4 8hi'h has bee+
pri'ed 8ith a starti+# rate &( Rs.1<?!!!.!! (&r the Dase m&de,4 a+d
Pa#e $ "E
Rs.1A!!!!.!! M Rs.1E"!!!.!! (&r the CP M LP m&de,
respe'ti:e,y.
A+ e=isti+# '&mpetit&r is the Mar2ti E!!4 8hi'h is tr2sted a+d
'&+s2med by a bi# share &( )+dia+ market. A,th&2#h Na+& is 'heaper tha+ the
Mar2ti E!!4 its mai+ '&mpetit&r 8hi'h is +e=t 'heapest )+dia+ 'ar pri'ed at
14E?4A!!.!! R2pees4 Marti E!! is the 'ar 8hi'h is ar&2+d (&r ma+y years a+d
is sti,, #&i+# str&+#. Mar2ti S2F2ki 8i,, m&st pr&bab,y bri+# d&8+ the pri'e
(2rther t& attra't the '2st&mers. %here are a,s& r2m&rs &( Marti S2F2ki
i+tr&d2'i+# a ,&8er pri'ed :ersi&+ &( A,t& t& '&2+ter %ata Na+&. C2st&mer
:&tes say this 'ar is m2'h m&re re,iab,e tha+ Na+& as it is the best &+e 'a+ say
(&r the 'ity rides a+d easy t& mai+tai+ i+ tra((i'. D2t sti,, Na+& pr&:es t& be
better. Na+& is E per'e+t sma,,er i+ e=teri&r siFe a+d has < per'e+t ,ar#er
i+teri&r spa'e i+ '&mparis&+ t& Mar2ti E!!. N&8 +e8s is spread ab&2t the
RENAUL% /EN). RENAUL% /EN) 8i,, be ,a2+'hi+# i+ )+dia i+
'&,,ab&rati&+ 8ith Mahi+dra.
%his Car is ,a2+'hi+# i+ )+dia &+,y (&r Rs 14 <!4!!!. N&8 h&8 (ar this
'ar pr&:es t& be a tr2th &r a myth depe+ds. D2t i( it is a tr2th tha+ the
'&mpetiti&+ (&r Na+& (r&m RENAUL% /EN) 8i,, be m2'h m&re tha+ the
Mar2ti E!!. Desides ri:a, 'ar makers i+',2di+# Da3a3 A2t&4 0iat4 Ge+era,
M&t&rs4 0&rd M&t&r4 Gy2+dai a+d %&y&ta M&t&r ha:e a,, e=pressed i+terest i+
b2i,di+# a sma,, 'ar that is a((&rdab,e t& m&re midd,e-',ass '&+s2mers i+
emer#i+# markets.
OT3ER STRATEGIES
Pa#e $ "K
+#n%e& in m#nu'#cturin% &tr#te%y t+#t t+e TATA4& #re
?or$in% on ?+ic+ ?i)) +e)2 in decre#&in% co&t
Key 2oint& to be di&cu&&ed H
1. >hat is a ma+2(a't2ri+# strate#yW
. De(i+i+# :ari&2s strate#ies %ata is 8&rki+# &+ t& ma+2(a't2re
Na+&
<. G&8 these strate#ies i+(,2e+'e the '&st &( the 'ar.
A ma+2(a't2ri+# strate#y is de(i+ed by a patter+ &( de'isi&+s4 b&th
str2't2ra, a+d i+(rastr2't2ra,4 8hi'h determi+e the 'apabi,ity &( a
ma+2(a't2ri+# system a+d spe'i(y h&8 it 8i,, &perate t& meet a set &(
ma+2(a't2ri+# &b3e'ti:es 8hi'h are '&+siste+t 8ith &:era,, b2si+ess
&b3e'ti:es.
Ma+2(a't2ri+# has +&8 be'&me a +e'essity (&r mai+tai+i+#
'&mpetiti:e pri'i+# a+d appr&priate times t& market. %he '&mpa+y m2st
de'ide 8hat its ma+2(a't2ri+# strate#y 8i,, be thr&2#h&2t the pr&d2't ,i(e
'y',e. A pr&d2't that 8i,, be s&,d i+t& a+ a,ready estab,ished market4 8ith a+
a''epted te'h+&,&#y 8i,, ha:e di((ere+t ma+2(a't2ri+# +eeds tha+ a +e8
pr&d2't 8ith a +e8 te'h+&,&#y i+ the market.
%ataIs Na+& is a +e8 pr&d2't 8ith a +e8 te'h+&,&#y4 8hi'h pr&mises
the market &( a+ e((i'ie+t 'ar 8ith a :ery ,&8 '&st. Let 2s see the
Ma+2(a't2ri+# st2+ts it has 2sed t& '2t d&8+ '&st.
Ne? M#r$et Se%ment
Pa#e $ A!
>hat %ata is d&i+# is 'reati+# a 8h&,e +e8 se#me+t a+d
#etti+# the (irst m&:er ad:a+ta#e. %hey are maki+# the ma=im2m pr&(its by
pe+etrati+# i+ the mass market. %hey (&2+d sta+dardiFati&+ is best 8ay t&
make 'ars 'heaper a+d assemb,ed 'heap 2+its i+ their (i+a, pr&d2't 8hi'h
'&2,d there(&re be a((&rded by midd,e ',ass (ami,ies.

Br#nd Im#%e
%ata is taki+# the ad:a+ta#e &( their bra+d ima#e a+d has '2t d&8+ &+
a,, #iFm&s i+ the 'ar. %ake a+ e=amp,e &( 'ars made i+ "!@s a+d A!@s 8he+ 'ars
8ere ,ike bi'y',es... a mea+s &( tra+sp&rtati&+ a+d +&t a ,i:i+# r&&m. %hey
may a,s& 8a+t t& i+tr&d2'e :ersi&+ that has &+,y &+e be+'h seat i+stead &(
tryi+# t& 'reate :ehi',e (&r si= pe&p,e. P2r'hasi+# a,s& p,ays a bi# r&,e i+ '&st
'&+tr&,. %hey p,a+ t& i+tr&d2'e &pe+ a+d tra+spare+t biddi+# pr&'ess t& a:&id
'&rr2pti&+ i+ p2r'hasi+#.
0&#%e o' om2o&ite m#teri#)
%here is m&re 2sa#e &( p,asti' a+d '&mp&site materia,s4 8hi'h 8i,, '2t
d&8+ ma+2(a't2ri+# '&st. )+'reased 2se &( p,asti' '&mp&+e+ts 'a+ red2'e the
&:era,, 8ei#ht &( a 'ar by as m2'h as ?! per'e+t4 8hi'h 'a+ #& a ,&+# 8ay i+
impr&:i+# (2e, e((i'ie+'y. )+ additi&+4 the '&st &( t&&,i+# p,asti' is ha,( that &(
a '&+:e+ti&+a, meta,-based t&&,i+# system.
Di&tributed m#nu'#cturin%
A distrib2ted ma+2(a't2ri+# system re(ers t& a '&+tr&, system4 i+ 8hi'h
the '&+tr&,,er e,eme+ts are +&t 'e+tra, i+ ,&'ati&+ b2t are distrib2ted
thr&2#h&2t the system 8ith ea'h '&mp&+e+t s2b-system '&+tr&,,ed by &+e &r
m&re '&+tr&,,ers. Net8&rks (&r '&mm2+i'ati&+ a+d m&+it&ri+# '&++e't the
e+tire system &( ma+2(a't2ri+#. %ata M&t&rs is st2dyi+# the p&ssibi,ity &(
Pa#e $ A1
,etti+# ,&'a, assemb,ers pr&d2'e its ,&8-'&st sma,, 'ar4 the Na+&4
a+d se,,i+# it 2+der their &8+ bra+d. %ata is 'ha+#i+# )+diaIs ma+2(a't2ri+#
pra'ti'es. %hatIs be'a2se the a2t&maker is aski+# e+#i+eers a+d me'ha+i's t&
3&i+ t&#ether t& set 2p their &8+ assemb,y &perati&+s t& b2i,d the Na+&.
%ata +&t &+,y 8i,, s2pp,y '&mp,ete-k+&'ked-d&8+ kits b2t a,s& pr&:ide
the e+tire assemb,y p,a+t4 at 8hat it says t& be the m&st e'&+&mi'a, pri'e. %he
a2t& maker 8i,, m&+it&r the 72a,ity a+d re,iabi,ity &( the assemb,y &perati&+4
taki+# (2,, resp&+sibi,ity (&r pr&d2't ,iabi,ity. Usi+# this strate#y4 %ata e=pe'ts
t& make a+d se,, "!4!!! 'ars i+ the (irst year a+d 2p t& 1 mi,,i&+ a++2a,,y i+
the +e=t three t& (&2r years.
%ata M&t&rs is #&i+# a,, &2t t& stre+#the+ its distrib2ti&+ 'ha++e,s s&
that the pe&p,eIs 'ar 8&2,d be a s2''ess. )t is bei+# said that %ata M&t&rs is
#&i+# ahead 8ith its distrib2ti&+ a+d (i+a+'i+# p,a+s (&r the Na+& 'ar. %ata
M&t&rs is imp,eme+ti+# a Uh2b-a+d-sp&keI m&de, (&r Na+&Is distrib2ti&+4
8hi'h 8&2,d mea+ that it 8&2,d i+:&,:e i+'reasi+# dea,ership p&i+ts as 8e,,
as addi+# sa,es a+d '2st&mer t&2'h p&i+ts.
As per the p,a+4 the %ata Na+& dea,ers i+ the 'ities 8&2,d p,ay the r&,e
&( h2bs. %hey i+ t2r+ 8i,, 2+dertake the e((e'ti:e+ess &( &ther sa,es a+d
'2st&mer t&2'h p&i+ts4 8hi'h 8&2,d p,ay the sp&kes. )+ terms &(
ma+2(a't2ri+# strate#y - the p&ssibi,ity &( the 1-,akh 'ars (i+a, assemb,y
bei+# d&+e at the dea,er p&i+t is tr2,y path breaki+#.
Economie& o' &c#)e
E'&+&mies &( s'a,e are the '&st ad:a+ta#es that a b2si+ess &btai+s d2e
t& e=pa+si&+. %hey are (a't&rs that 'a2se a pr&d2'erIs a:era#e '&st per 2+it t&
Pa#e $ A
(a,, as s'a,e is i+'reased. A+y siFe (irm e=pa+di+# its s'a,e &(
&perati&+ may 2ti,iFe e'&+&mies &( s'a,e.
%he '&mm&+ &+es are p2r'hasi+# 5b2,k b2yi+# &( materia,s thr&2#h
,&+#-term '&+tra'ts64 (i+a+'ia, 5&btai+i+# ,&8er-i+terest 'har#es 8he+
b&rr&8i+# (r&m ba+ks a+d ha:i+# a''ess t& a #reater ra+#e &( (i+a+'ia,
i+str2me+ts64 a+d marketi+# 5spreadi+# the '&st &( ad:ertisi+# &:er a #reater
ra+#e &( &2tp2t i+ media markets6. Ea'h &( these (a't&rs red2'es the ,&+# r2+
a:era#e '&sts 5LRAC6 &( pr&d2'ti&+ by shi(ti+# the sh&rt-r2+ a:era#e t&ta,
'&st 5SRA%C6 '2r:e d&8+ a+d t& the ri#ht. %ata is '&2+ti+# &+ this e'&+&mies
&( s'a,e a+d
C'are(2, s&2r'i+#
&(
materia,sC t& keep pri'es d&8+.
Modi'yin% t+e Tr#dition#) Pricin% Sy&tem
%ata is a,s& 8&rki+# &+ the strate#y &( red2'i+# '&sts a+d 8aste t&
impr&:e pr&(its by imp,eme+ti+# a +e8 sty,e &( pri'i+# tha+ the traditi&+a,
8ay &( pri'i+# &( a2t&m&bi,es.
%raditi&+a, 8ayH - 5'&st p,2s4 '&st pri'e Y a mark2p &:er '&st pri'e S SP a+d
the mark2p is their pr&(it6. %ata Na+& strate#y is '&st mi+2s 5SP-'&st S
Pa#e $ A<
Pr&(it6. M&re '&st red2'ti&+ mea+s m&re pr&(it. %his mea+s
%ataIs 8i,, '&+ti+2e t& s72eeFe s2pp,iers.
%hese 2+2s2a, ma+2(a't2ri+# strate#ies 8i,, e+ab,e %ata t& meet
i+'reasi+# dema+d. %h2s a,, these strate#ies '&+trib2te t& the ,&8est p&ssib,e
pri'e sh&8'asi+# Na+& - Sma,, Car Di# DreamsV
T#t# N#no *M& M#ruti LFF

Pa#e $ A?
Price :
%ata Na+& is the 'heapest 'ar i+ the 8&r,d. E=pe'ted t& be ar&2+d Rs. 1 Lakh
5O"!!64 h&8e:er a(ter r&ad-ta=4 re#istrati&+4 sa,es ta= et' et'. 0&r the base
:aria+tIs4 the &+ r&ad pri'e &( %ata Na+& is ab&2t Rs.1.< Lakh 5O<<!!6.
AL%O '&sts ab&2t Rs 1.K" 5O ?K!!64 8hi'h is the 'heapest a:ai,ab,e +e8 'ar
2+ti, %ata Na+& is ,a2+'hed. Mar2ti S2F2ki 8i,, m&st pr&bab,y bri+# d&8+ the
pri'e (2rther t& attra't the '2st&mers a(ter the %ata Na+& is ,a2+'hed.
!oo$&:
)+ L&&ks4 %ata Na+& ',ear,y beats the AL%O4 ) ha:e see+ %ata Na+& at A2t&
E=p& !!E i+ De,hi4 a+d it ,&&ks st2++i+# '&+sideri+# that its the 'heapest 'ar
i+ the 8&r,d. the pr&d2'ti&+ m&de,s ha:e the same (i+ish as 8as there &+ the
disp,ay m&de,s at A2t& E=p&.
AL%O has &,d sty,e ,&&ks4 Mar2ti 8i,, rea,,y +eed t& #i:e it a (a'e,i(t t& beat
%ata Na+&Is ,&&ks. A,s& AL%O is ab&2t 1!B ,&+#er i+ e=teri&r dime+si&+s4
8hi'h mea+s %ata Na+& 8i,, be easy t& dri:e i+ '&+#ested tra((i' as its sma,,
i+ siFe (r&m &2tside.
Po?er:
Pa#e $ A"
N&8 8e are ta,ki+# ab&2t s&methi+# rea,4 the p&8er4 %ata Na+&
'h2r+ &2t a Ma=im2m p&8er &( << DGP as '&mpared t& AL%O 'h2r+s <J
DGP. D2t the 'at'h is %ata Na+& 8ei#hs &+,y "E! .# '&mpared t& AL%O
8ei#ht 8hi'h is AA! .#. S& i( 8e '&mpare the p&8er t& 8ei#ht rati& %ata
Na+& is at !.!"J DGP ; .# a+d AL%O at !.!"A DGP ; .#. )t mea+s4 the (ee, &(
p&8er &( %ata Na+& 8i,, be a,m&st e72a, t& AL%OIs (ee,4 8hi'h is +&t bad at
a,, (&r a,m&st ha,( the pri'e.
Noi&e #nd 3#r&+ne&&:
%his is a+ area 8here AL%O beats %ata Na+&4 a''&rdi+# t& a2t& e=perts a+d
re:ie8ers4 %ata Na+& be'&mes 72ite N&isy at speeds ab&:e A! .m;hr. Reas&+
is that the e+#i+e is rear m&2+ted a+d +&ise i+s2,ati&+ is +&t that hi#h e+d.
Se'&+d reas&+ bei+# the ,&8 'apa'ity e+#i+e i+ %ata Na+& 5A" CC6
'&mpared t& AL%O 5E!! CC64 the e+#i+e &( Na+& has t& p2t i+ m&re e((&rt (&r
e=tra'ti+# &2t m&re p&8er i+ ,esser e+#i+e disp,a'eme+t.
S#'ety:
Sa(ety is s&methi+# &+ 8hi'h ) 'a+t '&mme+t m2'h4 b2t AL%O bei+# a tried
a+d tested 'ar (&r ,&+# time4 has a better #&&d-8i,, i+ its r&b2st+ess a+d
st2rdi+ess. Mar2ti has (r&+t m&2+ted e+#i+e a+d a sa(e a+d str&+# str2't2re.
%ata Na+& has rear m&2+ted E+#i+e a+d is yet t& hit the market4 s& 'a+It
'&mme+t m2'h ri#ht +&8 &+ sa(ety4 b2t ) h&pe that %ataIs ha:e desi#+ed it
8e,, keepi+# i+ mi+d a,, the 'rash N&rms 8hi'h 'ars ha:e t& (2,(i,,.

Mi)e#%e or Fue) E''iciency:
%ata Na+& beats AL%O i+ 02e, e((i'ie+'y4 t8& reas&+s (&r this4 it has ,ess
'apa'ity e+#i+e 8hi'h mea+s that it r2+s at ',&se t& its hi#her e+#i+e speeds
Pa#e $ AA
m&st,y 5 8hi'h impr&:es (2e, e((i'ie+'y6 a+d se'&+d that it has
bee+ desi#+ed taki+# i+t& '&+siderati&+ &( E2r& " +&rms4 8hi'h mea+s a
rea,,y (2e, e((i'ie+t e+#i+e.
C&mpari+# AL%O Mi,ea#e &( appr&=. 1" t& 1E .M ; ,itre a+d %ata Na+&
Mi,ea#e &( appr&=. ! .m;Litre4 its a !B sa:i+# i+ the (2e, '&st4 8hi'h is
'&+siderab,e i( y&2 dri:e a ,&t.
Interior S2#ce:
%he i+teri&r spa'e &( %ata Na+& a+d AL%O is +ear,y same4 Na+& has ab&2t !
B #reater i++er spa'e '&mpared t& AL%O as ',aimed by %ata.
Mi&ce))#neou&:
%here may be s&me mis'e,,a+e&2s (eat2res 8hi'h :ary bet8ee+ AL%O a+d
%ata Na+&4 (&r e=amp,e4 ad32stab,e seats4 headrests4 '&m(&rt (ee,4 dri:e-abi,ity
et'.
A,, i+ a,,4 ) 8&2,d say %ata Na+& is rea,,y a '&mm&+ ma+Is 'ar 8h& +eeds t&
'&mm2te 8ith&2t a+y ,2=2ry (eat2res.
OB1ETI*ES OF ST0DY
%he mai+ &b3e'ti:e is t& #ai+ e:erythi+# ab&2t Na+&. 0&,,&8i+# are the
&b3e'ti:es &( a+a,ysisH
%& 2+dersta+d strate#ies ad&pted by %ata (&r s2''ess &( Na+&.
%& k+&8 h&8 the '&st is red2'ed.
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%& #ai+ k+&8,ed#e &( Pr&m&ti&+ a+d Marketi+# %a'ti's
(&r a +e8 pr&d2't.
%& 2+dersta+d the marketi+# mi= 2sed by %ata t& pr&m&te Na+&.
%& (i+d &2t the a''epta+'e ,e:e, &( pe&p,e.
%& i+'rease a8are+ess ,e:e, (&r Na+& 'ar.
%& k+&8 pra'ti'a, aspe't &( h&8 t& 8i+ &:er '&mpetiti&+.
$%&%A$'H (%THODO)O*+
%he data is '&,,e'ted thr&2#h the se'&+dary s&2r'es. 0&r this p2rp&se di((ere+t
8ebsites a+d ma#aFi+es 8as re(erred. S2'h Resear'hes i+',2de s2r:eys4 (a't
(i+di+#4 a+d e+72iry meth&ds &( di((ere+t types. Se'&+dary data des'ribes the
state &( a((airs4 as it e=ists at prese+t. Gere resear'her has +& '&+tr&, &:er the
:ariab,es. Ge #e+era,,y rep&rts 8hat has &''2rred &r 8hat may happe+ i+
(2t2re.
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'ON'),&-ON
%he bi##est mistake %A%AIs made 8as i+ marketi+# the 'ar they pit'hed the
'ar t& the 8r&+# a2die+'e. %here 8as +e8s ab&2t the ,a2+'h &( %A%AIs Na+&
i+ e:ery 'ity &( )+dia i+ the pr&'ess they (&r#&t that the ma3&r part &( that sa,e
8&2,d '&me (r&m tier a+d tier <'ities. )t is &+,y +&8 they ha:e started
ad:ertisi+# the 'ar t& this p&p2,ati&+. %he ,atest sa,es rep&rt &( the %A%A
sh&8s that the sa,e &( the 'ar is pi'ki+# 2p a+d ma3&r part &( sa,e is '&mi+#
(r&m tier a+d tier <'ities.tha+ks t& same #rate ad:ertisi+# a+d e((e'ti:e
distrib2ti&+ system 8hi'h they 8ere ,eadi+# be(&re.
)+ s&me ) d& +&t '&+sider it t& be a (,&pL ) '&+sider that they ha:e 8asted a+
ear,y &pp&rt2+ity. %he ,a2+'hes &( simi,ar 'ars by &thers :i+di'ate %A%AIs
be,ie( that this se#me+t 8as missi+# i+ pr&d2't ,i+e.
%his is a p&i+t &( ,ear+i+# (&r a,,4 +&t 32st 'ar makers. %h&2#h 8e str&+#,y
be,ie:e that %ata 8&2,d bri+# i+ a 'ha+#e 8hi'h 8i,, remai+ a ,a+dmark t&
b2si+ess strate#ies. %ata@s are k+&8+ t& bri+# i+ a t2r+ ar&2+d4 8hether itIs a
terr&rist str2'k G&te, %a34 ma+a#i+# %ata Stee, a(ter R2ssi M&di &r reb2i,di+#
%ata M&t&rs. Na+& is a+&ther step t& pr&:e their pr&8ess. %he sa(ety (a't&r
8&2,d+@t take ,&+# t& re'ti(y a+d a+ 2p#raded pr&d2't 8&2,d be the best
a+s8er t& a,, the 'riti'ism re'ei:ed.
A simi,ar debate had sparked &((4 8he+ )+di'a 8as ,a2+'hed.
Pa#e $ AK
.-.)-O*$A!H+
MAGANINES
OU%LOO. DUS)NESS
DUS)NESS S%ANDAR% ?PIS O0 DUS)NESS AND
MAR.E%)NG
SITES
888.tatam&t&rs.'&m
888.#&&#,e.'&m
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