Target market
Tata can use geographic and demographic segmentation to segment their market. Market segmentation is vital to identify the target market. Based on geography, Tata ca divide their customers into Asian customers, African Customers and North American Customers. Based on demographics, Tata can classify the customers into upper, middle and lower income groups. It can also segment the customers based on age, which is also a demographic characteristic. Based on age customers can be classified into youngsters and adult.
Tata motor launched Nano in India to target the lower middle class who cannot afford to buy car and rely on public transportation and two wheelers. In North America Nano is targeting the following groups:
• College going …show more content…
Product
Specification and Features- Tata Nano has 624cc, 2 cylinder Gasoline multi point fuel injection engine with maximum torque of 51 Nm and 38 PS of power. It is one of the most fuel efficient car with mileage of 50 miles per gallon (Tata Motors, 2015, Engine & Transmission section). It has fuel tank capacity of 24 litre and comes with in build audio system and power steering. It is available in both automatic and manual transmission (Tata Motors, 2015, Dimensions section).
Size- Nano is 3164 mm in length and 1750 mm in width. It has seating capacity of four people and has boot space 110 litres. The overall height of the Car is 1652 mm. (Tata Motors, 2015, Dimensions section).
Colour- Tata Nano comes in 9 colour option such as serene white, meteor silver, rouge red, cornflower blue, royal gold, papaya orange, dazzle blue, mojito green and pearl white. (Tata Motors, 2015, Colours and Variants section).
Warranty- Tata Motors offer four year warranty for Nano. (Business Standard, 2010, para. 1)
Initially it was positioned as the world cheapest car but now it has changed it to smart city …show more content…
Tata Motors initially launched Nano at US $1540 making it the cheapest car in the world(Chang, 2008, para. 1). However, company raised the price later due to increased cost of raw material, taxes and labour. The latest upgraded model Tata Nano which comes with many new features is available from US $3050(Tata Motors, 2015, para. 1). If the company is planning to import Nano from India and sell in North America market, the price will go up by USD $1000. If the company starts its own manufacturing facility in North America, it can sell Nano at relatively lower
Tata can use geographic and demographic segmentation to segment their market. Market segmentation is vital to identify the target market. Based on geography, Tata ca divide their customers into Asian customers, African Customers and North American Customers. Based on demographics, Tata can classify the customers into upper, middle and lower income groups. It can also segment the customers based on age, which is also a demographic characteristic. Based on age customers can be classified into youngsters and adult.
Tata motor launched Nano in India to target the lower middle class who cannot afford to buy car and rely on public transportation and two wheelers. In North America Nano is targeting the following groups:
• College going …show more content…
Product
Specification and Features- Tata Nano has 624cc, 2 cylinder Gasoline multi point fuel injection engine with maximum torque of 51 Nm and 38 PS of power. It is one of the most fuel efficient car with mileage of 50 miles per gallon (Tata Motors, 2015, Engine & Transmission section). It has fuel tank capacity of 24 litre and comes with in build audio system and power steering. It is available in both automatic and manual transmission (Tata Motors, 2015, Dimensions section).
Size- Nano is 3164 mm in length and 1750 mm in width. It has seating capacity of four people and has boot space 110 litres. The overall height of the Car is 1652 mm. (Tata Motors, 2015, Dimensions section).
Colour- Tata Nano comes in 9 colour option such as serene white, meteor silver, rouge red, cornflower blue, royal gold, papaya orange, dazzle blue, mojito green and pearl white. (Tata Motors, 2015, Colours and Variants section).
Warranty- Tata Motors offer four year warranty for Nano. (Business Standard, 2010, para. 1)
Initially it was positioned as the world cheapest car but now it has changed it to smart city …show more content…
Tata Motors initially launched Nano at US $1540 making it the cheapest car in the world(Chang, 2008, para. 1). However, company raised the price later due to increased cost of raw material, taxes and labour. The latest upgraded model Tata Nano which comes with many new features is available from US $3050(Tata Motors, 2015, para. 1). If the company is planning to import Nano from India and sell in North America market, the price will go up by USD $1000. If the company starts its own manufacturing facility in North America, it can sell Nano at relatively lower