Competitors AT NATIONAL LEVEL The closest competitor of the upcoming "Nano Car" is Maruti 800 which is double of its

price. A small car from Maruti Suzuki, which is priced higher than Tata Nano. Despite six percent shorter, Tata nano has about twenty one percent more interior space than the Maruti 800 due to its larger height and width. Suzuki is aware of the gap and is working arduously to improve its current care lineup. It will focus on achieving the practicality and efficiency of Tata Nano without compromising on safety and quality. However, Maruti Suzuki is not in a position to reduce the price of Maruti 800 just for the sake of competing with Tata Nano. Bajaj auto is also developing a low cost car (code-named ULC) tagged at 2,000 Euro together with Renault-Nissan to rival Tata Nano. This ultra-low cost car is expected to be launched in India in 2012. The companies claim that the new ULC car will consume less fuel than any other four-wheeler on the urban roads. Thus the car is expected to take on the Tata Nano, the cheapest car being produced and marketed by Tata Motors in the country.

AT INTERNATIONAL LEVEL The Toyota IQ could be a competitor of TATA Nano at international level because it is the worlds smallest four seater car. Though the car is a small car since it gives the feel of a large car since it has the power of a Toyota. But the Nanos price and design is much better than the Toyota IQ. Another car that could be a competitor will be Mitsubishi I. But there again people may opt for the nano because of the mileage it provides if people are looking for a fuel efficient car in that category. The toyota aygo super mini could also compete with this car.

China's Cherry QQ could also be considered as a strong competitor who is expected to gain foothold in the Indian market in 2008. The Cherry is expected to retail about 2,600 Euro. But when compared to any of these above mentioned international models the Tata Nano europa model stands out. Hyundai is another company taking Tata Nano seriously. Hyundai plans to launch a new model in the market which would be priced cheaper than their current cheapest model- Santro. Honda and Toyota are leading the way on so called cleaner gasolineelectric hybrids, and some environmentalists argue getting prices down on these technologies is where efforts should be concentrated. Inexpensive and eco-friendly electric-cars like Tara Tiny, Oreva Super (both reportedly even cheaper than Tata Nano) and REVA pose even more significant danger to Nano. The design, mileage, space efficiency, maneuverability of the tata nano europa is better when compared to the others. Also in terms of being less pollutive the tata nano europa is a very environment friendly car. May be it could be found a bit lacking in power and the top speed. But tata nano europa is set to take entire europe and the rest of the world by storm and is sure to give its competitors a run for their money.

RELAIBLE AS COMPARED TO OTHER TRANSPORT WAYS

Tata Nano is much better than most of the other transport ways. In comparison to taxis in india it is much cheaper and good at looks. In comparison to rickshaw it is comfortable. It's also better with environment and speed if we compare to rickshaw. It's also cheaper in comparison to rickshaw. Saves lot of energy which with taxis and

rickshaws is completely wasted. In comparison to rickshaw at least NANO will protect in rains.

5.1 Target Markets The company is targeting lower income group with family, first-time buyers of car (fresh graduates) and motorcycle owners. 5.2 Positioning Tata Nano will position itself as the world cheapest car and yet does not compromise the quality, safety and environment. This positioning will be achieved by leveraging Tata Nanos competitive edge: industries experience from the parent company Tata Motor who has been in vehicles industries (commercial, passengers & utilities) since 1945. Tata motor has good supplier manufacturer relationship with more than 100 components. 5.3 Demographics Population , demographics, rural urban, vital statistics. 5.4 Geographics Tata Motors has targeted the urban area.

2.1.5 Distribution review Tata Nano will be positioned as an affordable car even in markets.

SWOT Analysis

Strengths: Low Price & stylish High fuel effeciency Brand name, First innovation Variometric Gear System- Magnifies Torque

Weaknesses: Fiber body, Low suspension power, Low engine capacity, Light vehicle, Not suitable fir hilly areas Less Boot space Poor engine cooling & hence over heating

Opportunities: Bikers can be motivated Created a Niche Market Creates Employment Auto Finance

Threats: New Competitor- Bajaj, Honda Siel, GM etc. REVA an electric car Traffic Congestion Government may increase taxes in metros Rising cost of raw material Reducing parking space

CONCLUSION In the conclusion we can say that Nano has truly lived up to its expectations and shattered the following myths: Cheap means unsafe- physically validated crash test results on 1 vehicle and plans more tests in the future Rear- engine cars are unsafe- Ferrari, Porsche, VW and Lamborghini do it why cant Tata? The Nano will pollute the planet- 623cc engine produces less CO2 than average Eu small car. The Nano will have no storage space-Sufficient storage space, under the bonnet and over the rear parcel tray, rear seats fold to dramatically increase storage space.

CHALLENGES FACED DURING THE DEVELOPMENT OF TATA NANO: The Key concerns are Safety Emissions Congestions

1. Question of Safety The Nano has an all sheet-metal body made from Japanese and Korean steel, with safety features such as crumple zones, intrusion-resistant doors, seat-belts, strong seats and anchorages, and the rear tailgate glass bonded to the body. Tires are tubeless 2. Mass Motorization As the Nano was conceived and designed around introducing the automobile to a sector of the population who are currently using eco-friendly bicycles and motorcycles, environmentalists are concerned that its extraordinarily low price might lead to mass motorization in countries like India and therefore possibly aggravate pollution as well as increase the demand for oil. The ecology focused German newspaper die tageszeitung feels that such concerns are "inappropriate" as the Tata Nano has lower emissions compared to the average Volkswagen, and that developing countries shouldn't be denied the right to motorized mobility when industrialized countries should be looking to reduce their emissions and usage of cars. Die Weltre ports that the car conforms to environmental protection, and will have the lowest emissions in India. In crowded metropolitan cities like Mumbai, Ratan Tata has conceived a scheme to only offer the Nano to those individuals who do not have an automobile already. The Nano will also replace many overloaded and worn-out two-stroke polluting vehicles, both two and three-wheeled. According to Anumita Roychowdhury, associate director of the Centre for Science and Environment in New Delhi, "the low-cost cars will be disastrous" in the current policy and regulatory framework. 23 3. Used car market effects: The Nano is alleged to have severely affected the used car market in India, as many Indians opt to wait for the Nano's release rather than buying used cars, such as the Maruti 800 (a rebadged Suzuki Alto), which is considered as the Nano's nearest competitor. Sales of new Maruti 800s have dropped by 20%, and used ones by 30% following the unveiling of the Nano. As one automotive journalist summarizes; People are asking themselvesand uswhy they should pay, say, 250,000 Rupees for a

Maruti Alto, when they can wait and get a brand new Nano for less in a few months time, a car that is actually bigger. 4. Cases of Fire There have been 7 cases where the Nano caught fire, with the first three attributed to an electrical fault in the steering column. Tata Motors has since replaced the OEM supplying the fire retardant material as well as the steering column assembly. In March 2010, a new case of a Tata Nano catching fire was reported, in which the car was being delivered from the dealership to the owner's house. This case is currently under investigation.

PROFILE Established in 1945, Tata Motors is India's largest automobile company. With a portfolio that extends across commercial, passenger and utility vehicles, the company generated revenues of Rs 32,426 crore (USD 7.2 billion) in 2006-07. It was the first Indian automobile company to list on the New York Stock Exchange. The company began manufacturing commercial vehicles in 1954 with a 15-year collaboration agreement with Daimler Benz of Germany. Today Tata Motors is India's largest commercial vehicle manufacturer; it is also among the world's top five manufacturers of medium and heavy trucks and the world's second largest medium and heavy bus manufacturer. Having entered the passenger vehicles segment in 1991, Tata Motors now ranks second in India's passenger vehicle market. The company's 22,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics." Tata Motors helps its employees realize their potential through innovative HR practices. The company's goal is to empower and provide employees with dynamic career paths in congruence with corporate objectives. Regular in-house and external

training ensures all-round potential development and performance improvement. The company enjoys the prestige of having developed Tata Ace, India's first indigenous light commercial vehicle; Tata Safari, India's first sports utility vehicle; Tata Indica, India's first indigenously manufactured passenger car; and the Nano, the world's least expensive car. In March 2008, Tata Motors entered into a definitive agreement with Ford for the purchase of Jaguar Land Rover. The company has won several awards recognizing its training programs. Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base is spread across India - Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). A new plant is being set up in Singur (close to Kolkata in West Bengal) to manufacture the company's small car. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. TATA MOTORS CARS IN INDIA

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TATA MOTORS LIMITED Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores in 2005-06. Its name comes first in the category of commercial vehicles and the second largest in the passenger vehicles, mid size car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer. Over 3.5 million Tata vehicles are moving on Indian roads, since 1954. Its manufacturing plant is located at Jamshedpur, Pune and Lucknow.

PROFILE: Tata Motors Limited is India's largest automobile company, with consolidated revenues of USD 14 billion in 2008-09. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics." Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka).

Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Tata Motors is also expanding its international footprint, established through exports since 1961. The

company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 3,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families.

Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements.

In terms of overall pollutants, it has a lower pollution level than twowheelers being 4 manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. Tata Motors is equally focused on environment-friendly technologies in emissions and alternative fuels. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability, education, health and environment. The activities touch the lives of more than a million citizens. The company's support on education and employability is focused on youth and women. They range from schools to technical education institutes to actual facilitation of income generation. In health, our intervention is in both preventive and curative health care. The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by introducing appropriate technologies in our vehicles and operations for constantly enhancing environment care.