Tata Nano: What about its implementation in Europe?

Abstract

The objective of this study is to analyze the potential success or failure of the TataNano in Europe. We are going to start this paper with a quick snapshot of the company, Tata Group, and of its subsidiary, Tata motors. This analysis allows us to understand its strategyand will give us a rapid overview of its financial performance, its history as well as itsexpansion around the world.After that, we are going to focus our attention on a particular product, the world?scheapest car called the Nano. First of all, we will provide some highlights regarding theIndian automotive industry. Then, we will focus our attention on the strategy behind thelaunching of the Tata Nano. To conclude this section, we will try to figure out if Ratan Tata?sdream was a success or failure in India and we will try to provide some explanation to itsoutcome on the market.The third section of this study focuses on the European market. After a quick analysisof the main trends and economic context, we will assume that Tata motors will launch a Nanoin Europe. Through a survey we did among a sample of Europeans, and thanks to a toughanalysis of Tata Nano?s strengths, weaknesses,… we will be able formulate some recommendations in order to maximize the potential success of the Nano in Europe.