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It describes the disruptive product innovation and the company marketing strategy with regard to the fact that the Tata Nano was launched in a low-income country. The focus is on the product design, pricing, promotion, and distribution.
The work also includes a failure analysis and examines the reasons why the predicted sales of It also investigates which measures were taken to eliminate those failures.
List of Illustrations Picture 1: The Economic Pyramid Picture 2: The company operates its business in seven sectors: The Tata Group comprises over operations in more than 80 countries worldwide.
The company engages over 55, employees.
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Its development was conditioned by using of disruptive technologies and on that account it was tagged as a disruptive innovation. The disruptive technologies are the opposite of the sustaining technologies, which are typical for most technological advances. According to Christensen, the sustaining technologies improve the performance of established products, along the dimensions of performance that mainstream customers in major markets have historically valued.
Christensen explains, that the disruptive technologies underperform given products in mainstream market. The products are typically cheaper, smaller, simpler, and more convenient to use.
But they offer other features that some new customers appreciate. It represents the largest and fastest-growing markets in the world. The Tata Nano is, however, a disruptive innovation produced for the emerging market of India, where 95 percent of the population belong to the Bottom of the Pyramid.
The following part continues with the description of the developing and marketing concept of the Nano. The firm created a new concept for developing and marketing of car. It had to rethink the production, marketing, and distribution strategy.
Ratan Tata asked himself, if there could be a safe, affordable, all weather means of transport for such a family. The objective was to offer them a new product that would be better and safer than the mean of transport they currently use and affordable at the same time.Writing A Thank You Letter For Receiving A Scholarship Writing a thank you letter for receiving a scholarship 8 Hours th Street, West zip ks1 reading writing and maths questions writing.
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