CENTRAL INDIA INSTITUTE OF TECHNOLOGY INDORE

MAJOR RESEARCH PROJECT

Synopsis on

The study of post-launched Tata Nano Car

MBA (2009-2011)

Submitted To

Submitted by:

MR. PREMLAL JAGATI

ABHISHEK TIWARI
MBA III Semester

TABLE OF CONTENTS

1.INTRODUCTION

2. REVIEW OF LITERATURE

3. RATIONALE OF THE STUDY

4. OBJECTIVES OF THE STUDY

5. RESEARCH METHODLOGY

 The Study  The Sample  Tools for Data Collection  Tools for Data Analysis

6. REFERENCES

INTRODUCTION

Dream-dream and dream, because dream gives vision, vision gives thoughts and finally thoughts lead to the action". Each letter of these motivational words said by India's former President Dr. A.P.J. Abdul Kalam goes exactly with Mr. Ratan Tata, Chairman of Tata group, who in the year 2003, dreamt of producing a safe, affordable Car for the common man. Finally after the wait of five years, crossing all financial and technological barriers, Ratan Tata kept his promise and unveiled Tata 'Nano' on 10th January 2007, at the 9th Auto Expo 2008 in New Delhi. Tata Nano, cool & smart, launched by Tata Motors is world's cheapest Car with a price tag of $ 2500 Tatas peoples car: Tata s one lakh car is the most expected car in recent times not only in india, the whole world is anticipating for the car. The one-lakh car is a case study which the whole world is watching. If successful, the car can spark demand in a new segment all over the world reports JD power an automotive rating and research firm. That s why every news and rumors about the low cost car is getting covered in almost every magazine, every newspaper and every web portals even the mighty Business week and BBC is reporting about the developments of the car. The most expected car has also become the most controversial car in Indian history. Whether its the singur controversy or the competitors criticism in one or many ways the one lakh car is making news. FEATURES Overview Nano is in every way a car, with an engine, a suspension, and a steering system designed for its size. The most watched car in the Indian car space - the Rs 1lakh offering from the Tata Motors stables - is launched in March in 3 variants. When launched, the car are available in both standard and deluxe/luxury versions.

The fuel-injection system is being developed by MICO while Brakes India and Bosch Chassis Systems will be supplying low cost braking system. Around 55 prototypes have been tested on Indian roads under varied conditions. The name 'Nano' was chosen as it denotes high technology and small size. It was the most eagerly awaited car. State Bank of India (SBI) has been appointed exclusive booking agent for the Tata Nano. Tata nano car is recently launched car in automobile market and it is very essential to know about customer preferences and perception of them. And to know how much potential customer are aware about their features in the real market.

REVIEW OF LITERATURE Tata Nano is the first in the segment of very-small cars and thus is poised to gain some first mover advantage. But given the massive opportunity in the market and the changing demographics, it can get fierce competition from many a car manufacturing companies. For instance global auto major Toyota is said to be entering the segment with India as the staring point. Besides it, Renault-Nissan with apartnership with Bajaj Auto, Volkswagen, and a few more companies are looking to venture into this segment. But before ot her players enter the very small car segment, Nano can get a stiff competition from existing small cars like Maruti-800. After the announcement of Nano, almost all carmakers have reduced the prices of their cars. Given the scenario of the competition in the market, it only seems appropriate to take in the consumer perception of the competitor as a dependent variable. Davos India in its research on automotive industry (January 2006, www.ibef.org) identified a key trend in passenger vehicle segment that with rising income levels and availability of better financing options, customers are increasingly aspiring for higher-end models. There has been a gradual shift from entry-level models to higher-end models in each segment. Tata Nano is an entry-level car which has reduced the cost of owning a car significantly as mentioned above. In their research, Davos identified an increase in the number of households who come in the consumer class by about 68% from the year 2001 to 2006. Many aspirants have actually convert ed into the consumer class. Many such studies done on the income level relation with the purchase of cars suggest that the income level transition has to be taken into consideration in this research. As per the trends reflected in the researches done so far, it can be postulated that a high income customer might not be a customer for Tata Nano while the average income group and the people under transition from low to high...

INDUSTRY PROFILE Tata group is one of the oldest and the most reputed group of companies in India. The founder of this group was Sir Jamshedji Tata. Earlier Tata Motors known as TELCO (Tata Engineering and Locomative Company). It commenced work in the year 1945 after completion of Second World War. Initially company was manufacturing truck and then in the year 1994 TELCO Co. started the production of Mercedes-Benz, Joint Venture with Demler Benz Co. of Germany. In the year 2002 the name of TELCO Co. changed to Tata M otors

Tata Group comprises 98 operating companies in 7 business sectors as Information Systems, Communication, Engineering, Materials, Services, Energy, Consumer Products and Chemicals. Tata Companies provide employment to about 2,89,500 people and have share holder s base of over 2.9 million and market capitalization of 66.9 billion as on February 21,2008.

 Tata motor is a second largest company in the world in making passenger vehicle and heavy bus Manufacturing with revenue of US$ 7.2 billion in the year 2006- 07.  Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), is a multinational corporation headquartered in Mumbai, India. It is India's largest passenger automobile and commercial vehicle manufacturing company. Part of the Tata Group, and one of the world's largest manufacturers of commercial vehicles. The OICA ranked it as the world's 20th largest automaker, based on figures for 2006.  Tata Motors has its manufacturing base in Jamshedpur, Pantnagar, Lucknow, Pune.  Tata Motors was established in 1945, when the company began manufacturing locomotives. The company manufactured its first
6

commercial vehicle in 1954 in collaboration with Daimler -Benz AG, which ended in 1969.  In March 2008, it finalised a deal with Ford M otor Company to acquire their British Jaguar Land Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names.The purchase was completed on 2nd June 2008 Research methodology According to American Marketing Association Research is the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing. Types of Research:

There are mainly two types of market research the first one is problem Identification and second one is problem solving market research.

1.) Problem Identification Research :

2.) Problem solving Research : Research helps producer to collect the information which reduces business risk. It helps producer to identify sales opportunities and to develop action plans.

Sources of data:

To study the problem and to reach at conclusion, data are essential which are collected from following sources.
Sources of 7 Primary Data Secondary Data

Primary Data: It means Data originated by the researcher for the Specific Purpose of addressing the research problem. Primary Data are collect to conduct the study and helped to reach at the conclusions from the findings. In this study, the primary data will obtain by survey method with the help of structured questionnaire. Data were collected with the help of the response of respondents, they provide informatio n through questionnaire.

Secondary Data: It means that Data collected for some purpose other than problem at hand . In this study, the secondary data obtained from the websites, newspapers and Magazines. Survey Methods: The Survey method involves a s tructured Questionnaire, given to respondents which are designed to obtain response or reaction for specific information. Methods Survey y y y y Personal interviewing Telephonic interviewing Mail interviewing Electronic interviewing

Research Instrument: To obtain Primary data for this research I will used survey method by designing Questionnaire. Questionnaire is a structured technique for data collection that consists of a series of questions, written or verbal that a respondent answers. Questionnaire is a set of questions through which we can obtain necessary information from respondents. We can collect the information such as the behaviour, attitude of respondents etc . . . . We can also understand facts, their awareness, belief and their future action plans . Types of Questions y Structured Questions
8

y Electronic interviewing

Sample and Sampling: In this study, to get Information from respondents, we will considered non probability sampling technique and select sample from total population through convenience sampling method. In non probability sampling technique the chances of selection of all elements of population are not equal and convenience sampling method means sample drawn at the convenience of the interviewer people tend to makes the selection at familiar location and choose respondents who are like themselves. To collect the primary data, I will use personal interviewing meth

RESEARCH OBJECTIVES
Following are the objectives of this Study :

Research is undertaken for following reasons.

1. To know awareness of potential customers about NANO

2. To Know the Perception of people toward THE TATA NANO CAR.

10

REFERENCES:

 Naresh Malhotra. , Marketing Research-An Applied Orientation, FOURTH EDITION, Pearson publication, pp 30-367  Philip Kotler & Keller Marketing Management, TWELTH ADDITION, Economics Times , Business Standard
SOURCES FROM INTERNET:

 www.tatamotor.com  www.survey.com

11