Tata Group: Company History Founded by Jamshetji Tata in as trading company Indias first steel mill, power utility luxury hotel and international airline. Strong trust and commitment to ethics Code of conduct: improve the quality of life guided its product development, of which the Nano was a prime example. Following year company was listed in New York Stock Exchange and and began a series of acquisitions and venture to broaden its global presence. In span of three years Acquired Daewoo Commercial vehicles company Korean. Marcopolo Brazil.
There […]. Setting or encouraging high pre-launch expectations limits your ability to perfect your business model post-launch. But, as my co-authors and I discuss this month in HBR , this flexibility is essential to emerging-market innovation and product strategy. You have to get a lot of things right to successfully bring a product as novel as the Nano to market. First, you have to conceive of something people will actually want.
This case analyses Tata Motors' strategic move to create and launch the Tata Nano, exploring the factors behind the project's earlier success and the reasons for its execution failure. It illustrates the importance of having a strong and aligned set of value, profit and people propositions in order to create and capture a blue ocean. The teaching note reviews how Tata Nano created its exceptional value proposition and attained a viable profit proposition by following the right strategic sequence, and then examines different components of Tata Nano's people proposition to identify the major causes of failure in executing its blue ocean strategy.