Tata Nano SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 9542
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SWOT Analysis of Tata Nano with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Tata Nano

Parent Company

Tata Motors

Category

Hatchback

Sector

Automobiles

Tagline/ Slogan

Khushiyon ki Chabi

USP

Most affordable car in the Indian automobile market

STP

Segment

Hatchback segment for middle class

Target Group

Targeted towards the families belonging to middle class segment

Positioning

Positioned as the cheapest and most affordable car

SWOT Analysis

Strengths

1. Very affordable price

2. Easy to drive in traffic conditions

3. Innovative engineering which provides better facilities compared to same segment cars

4. Low maintenance and handling cost

5. Good fuel efficiency

6. When it was introduced it created a huge buzz in the global automobile industry being a ‘common mans’ car

Weaknesses

1. Perceived as a cheap product which repels the aspirational customers

2. Setting up of production plant in WB caused a lot of tension

3. Smaller fuel tank and Less powerful engine

4. Limiter international presence

Opportunities

1. Capitalize on the fact that it is the most affordable car and acquire new customers

2. Increasing per capita income and purchasing capability of potential customer base

3. Introduce CNG model at the earliest and attract the public passenger car segment

4. Increase international market presence especially Europe

5. Augmenting the distribution and service network in various countries

Threats

1. Increasing fuel costs

2. Competition from other big automobile giants

3. Competitive products offering same level features at a lesser price

4. Product innovations and frugal engineering by competitors

5. Customer perception of a cheap car can lead to loss of sales

Competition

Competitors

1. Maruti Alto

2. Hyundai EON

3. Maruti 800



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