印度塔塔汽车案例分析英文report
1.0塔塔汽车有限公司简介——INTRODUCTION TO THE COMPANY - TATA Motors Limited
塔塔汽车有限公司是塔塔集团的的一部分，成立于1945年的机车制造企业。塔塔是德国戴姆勒▪梅赛德斯旗下的合资企业，在1954年制造出了首辆商务车。如今，塔塔是印度最大的汽车公司。
塔塔在印度六个州里都有生产基地。总部设立于孟买。同时还在英国、韩国、泰国和西班牙设立了子公司和联合公司。除了客车以外，塔塔还生产商务多用途运载车和军用车。它在全球卡车制造业排名第四，公交车制造业排名第二。
塔塔是首个在纽约证券交易所上市的印度生产厂商。近期塔塔成就之一就是在2008年6月，从福特公司获得了捷豹品牌权。2009年，塔塔公司生产出了世界上最便宜的汽车——TATA NANO，起始价格为120000卢比（约2500美元，1277英镑）。
2.0报告范围——The scope of the report:
报告对以下内容进行了分析：
调查印度中产阶级消费者认同状况，产品对用户需求的适用满足度；
研究印度中产阶级文化和消费习惯，构想TATA汽车进入市场之前的宣传活动；
1.0塔塔汽车有限公司简介——INTRODUCTION TO THE COMPANY - TATA Motors Limited
TATA Motors Limited is a part of the TATA group of companies. It was established in the year 1945 as a locomotive manufacturing unit. Under a joint venture with Daimler Benz AG of Germany, TATA motors developed its first commercial vehicle in 1954. Today, it is India's largest automobile company .
The company has manufacturing units in 6 states in India. Headquartered in Mumbai, India, it also has operations in United Kingdom, South Korea, Thailand and Spain through subsidiaries and associate companies. Apart from passenger cars, TATA also produces commercial utility vehicles (Small, Medium and Heavy trucks) and military vehicles (Ambulance, Bus, 4X4 & 6X6). It ranks fourth in the world for truck manufacturing and second in the world for bus manufacturing .
TATA motors was the first company from the Indian engineering sector that was listed in the New York Stock Exchange. Among its recent achievements is the acquiring of the UK based luxury car brand Jaguar Land Rover from Ford Motor Company in June 2008. In 2009, TATA Motors launched the least expensive car in the world, TATA NANO, with a starting price of Rs. 120,000 (approx $ 2500, GBP 1277).
2.0报告范围——The scope of the report:
This report analyses the following:
Understanding consumer Identity of the Indian middle class; how a product was envisioned to suit the need.
Understanding culture and consumption behaviour of the Indian middle class: formulation of marketing activities for the launch of Tata Nano.
Understanding the influence of reference group on the Indian middle class; contemporary marketing tactics to adopt innovative technologies and counter influence of negative reference groups.
3.0 TATA NANO - The People' Car
Ratan Tata, the Chairman of TATA Group, unveiled NANO on 10th January 2008, at the 9th annual Auto Expo at Pragathi Maidan in New Delhi. The car was named ‘NANO' because it depicted ‘high technology and small size'. It was the least expensive car in the world and was termed ‘The People's Car' as it focussed on the Indian middle class who comprised of the majority of the Indian Population.
It has three versions: TATA NANO, TATA NANO CX and TATA NANO LX which were priced at approx Rs 120,000, Rs 150,000 and Rs 180,000(including VAT and registration) respectively.
The booking of TATA NANO took place between April 9th and April 25th of 2009, during which 203,000 cars were booked.
4.0 Tata Nano and the Indian Middle Class - CONSUMER IDENTITY
4.1 A desire for a higher social status:
According to Diana Farrell and Eric Beinhocker of the McKinsey Global Institute, Indian middle class can be divided into 3 different economic categories namely, Aspirers, Seekers, Strivers.
Aspirers - They earn between Rs. 90,000 - Rs 200,000 ($1,969-$4,376) per year. Farmers, Small shop owners, semi-skilled industrial and service workers fall into this category.
Seekers - They earn between Rs 200,000 - Rs 500,000 ($4,376- $10,941) per year. They range from University/College freshers to mid level government and business executives.
Strivers - They earn between Rs 500,000 - Rs 1,000,000 ($10,941-$21,882) per year. They are also considered as the upper middle class. They range from senior government and business officials to managers to skilled professionals. They are brand conscious. They try to adopt a lifestyle that is socially acceptable and at the same time considered trendy (Business
