Tata Nano SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 10679
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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

Tata Nano is the most affordable car in the Indian automobile market

Tata Nano STP

Segment

Hatchback segment for middle class

Target Group

Targeted towards the families belonging to middle class segment

Positioning

Tata Nano is positioned as the cheapest and most affordable car

Tata Nano SWOT Analysis

Strengths

1. Tata Nano is available at a very affordable price

2. Easy to drive in traffic conditions

3. Innovative engineering of Tata Nano provides better facilities compared to same segment cars

4. Low maintenance and handling cost of Tata Nano

5. Good fuel efficiency goes well with Indian audiences

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

7. Excellent advertising of the Tata Nano car across TVCs, print media, online ads etc

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. Limiter international presence of Tata Nano

Opportunities

1. Tata Nano can 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. Promoting CNG model at the earliest and attract the public passenger car segment

4. Increase international market presence especially Europe too boost Tata Nano's business

5. Augmenting the distribution and service network in various countries

Threats

1. Increasing fuel costs 

2. Competition from other big automobile giants can affect Tata Nano's business

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

4. Product innovations and frugal engineering by competitors

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

Competition

Competitors

1. Maruti Alto

2. Hyundai i10

3. Maruti 800


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