Brands & Branding and Private Labels Case Study

Tata Nano: Recreating the Tata Magic

OR

Abstract:
In early 2008, Ratan Tata once again shot back to fame with the launch of the lowest cost car 'Tata Nano' priced at one lakh rupees. The car was perceived as a mission unachievable by the leading domestic and global players' of the automobile industry. Despite such speculations and criticisms, Ratan Tata successfully launched Tata Nano on 10 January 2008, thereby revolutionising automobile manufacturing in India. Tata Nano was not the only stand alone achievement of Ratan Tata which called for admiration, a deep insight into his career revealed that Nano was only a new feather in his hat. In his early years as the chairman of the group, Ratan Tata had reformed the group steering its growth with the help of his well executed strategies, and strengthened the long cherished Tata culture. But industrial experts doubted whether the long awaited Tata Nano would ultimately stand up to his expectations.

Pedagogical Objectives:

• To understand the leadership efficacies of Ratan Tata that empowered the Tata regime.
• To analyse the factors that led to the development of Tata Nano and the challenges faced by Ratan Tata in making Nano a reality.

Keywords :  Restructuring strategy, Leadership model, Management styles, Business culture of Tata's, Cost erosion strategy, People's car, Motivation, Acquisitions, Tata ethos