Marketing Competitiveness: A Case on Launch of TATA Nano

Marketing strategy can be a key enabler for an innovative product. This article attempts to study the launch, positioning and market segmentation of TATA Nano using the Situation-Actor-Process (SAP) - Learning-Action-Performance (LAP) model from a marketing competitiveness perspective. It also explores the subsequent changes in marketing strategy by TATA Motors. Considerable literature is available on the marketing and positioning aspects of Nano, but very little that focuses on the competitiveness and the corrective actions to be taken by TATA Motors to overcome the hurdles. This article is hence an attempt to bridge that gap. The case study helps present a comprehensive view of the problems, constraints and the measures taken by the management of TATA Motors to overcome the challenges faced by them.