The Tata Nano. The Analysis of India's innovative automotive industrie

Seminar paper from the year 2012 in the subject Economics - Innovation economics, grade: Ausgezeichnet, 1.0, Fachhochschule des bfi Wien GmbH (Technisches Vertriebsmanagement), course: Innovationsmanagement, language: English, abstract: The purpose of this work is a critical analysis of an innovation in the automotive industry, the Tata Nano, the world's cheapest car unveiled by Tata Motors in 2008.It describes the disruptive product innovation and the company marketing strategy with regard to the fact that the Tata Nano was launched in a low-income country. The focus is on the product design, pricing, promotion, and distribution.The work also includes a failure analysis and examines the reasons why the predicted sales of 20.000 cars per month were not achieved. It also investigates which measures were taken to eliminate those failures.