Solved Case Analysis: The Tata Nano: The People’s Car A by Paul W. Farris, Rajkumar Venkatesan, N. Raghu Kishore, Amy Lemley

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Description

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

Publishing Authority:

Darden Business Publishing – University of Virginia

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