arif case study

7/31/2019 Arif Case Study

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PIONEER INSTITUTE OF

PROFESSIONAL

STUDIES

A

PRESENTATION

ON

Case Study

““Tata Nano: Consumers'

Post-Purchase Behavior”

Presented By:-

Arif Khan

MBA 4th

Sem

Guided By:-

Prof. Rashmi Chodhry

Prof. Naidu Medam



• Conclusion:The strategy should not be to sell maximum cars to

target audience, however to sell maximum car to maximum

people. Even though Nano comes with the tiny price tags it

follows a complex buying behavior process. Company has towork on the positioning of the car and provide more features

which eliminates the doubt of safety from the prospects, thus

making decision making process much simpler for the

consumers. Company has to offer test drives to shorten the

decision making process of the consumers. Company has to

provide the enough information to the consumers, which is the

key of decision making process

•Introduction

•Situation analysis

•Problem Identification

•SWOT analysis

•Development of alternative

•Suggestion

•Conclusion

Contents



Introduction:

Consumer behavior is the field of study that focuses on

consumer activities. It should be primary focus of

every aspect of the firm's marketing program.

Consumption is a key to understand why consumers

buy products. In this study, analysis has been made to judge the perception of individuals towards Tata Nano

after its launch. The small car market in India is

increasing at a great pace. The main players in the

small car market like Tata Motors and Maruti Udyogare competing fiercely. All the small car manufacturers

are trying to out do each other in terms of design,

innovation, pricing.



Situation Analysis

Despite of having heavy advertisement , good sales force

it was unable to attract customers.



Problem Identification

• Ineffective marketing strategy

• Customer response is not so much



SWOT Analysis

Strengths

Price is low

Compact size

Big interior for its smaller size

Maximum interior space due to location(rear)

Smooth drives, good for winding and

fuel-efficient

Weakness

Lack of feature in comparison to competition

Safety regulation may not be met



Opportunities

Strategic alliance to expend consumer base a

and create more product awareness.

use promotion techniques to specifically

target the desired consumer.

Threats

Completion - Both direct and indirect

Lack of meeting safety requirements



Development of alternative

Change the strategy

Product modification

Market penetration



Suggestion

Seek new markets and new technology.

Understand how your customers run their business.

Show how your good or service.

Understand your competitors’ strengths and

weaknesses.



Conclusion:

The strategy should not be to sell maximum cars to

target audience, however to sell maximum car to

maximum people. Even though Nano comes with the

tiny price tags it follows a complex buying behavior

process. Company has to work on the positioning of thecar and provide more features which eliminates the

doubt of safety from the prospects, thus making

decision making process much simpler for the

consumers. Company has to offer test drives to shortenthe decision making process of the consumers.

Company has to provide the enough information to the

consumers, which is the key of decision making process



• Conclusion:The strategy should not be to sell maximum cars to

target audience, however to sell maximum car to maximum

people. Even though Nano comes with the tiny price tags it

follows a complex buying behavior process. Company has towork on the positioning of the car and provide more features

which eliminates the doubt of safety from the prospects, thus

making decision making process much simpler for the

consumers. Company has to offer test drives to shorten the

decision making process of the consumers. Company has to

provide the enough information to the consumers, which is the

key of decision making processThank You

arif case study

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