Nissan and Tata Case Study

In: Business and Management

Submitted By Jiangyangh
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* What are the strategic objectives for the Micra and the Nano?

Strategy Objectives of Micra and Nano Objectives of Micra | Objectives of Nano | * Increase sales * Gain brand awareness * Become the Top1 seller in B2 category * Obtain popularity in social media | * Increase sales * Alter people from riding motorcycle to driving Nano * Let people involve social media of Tata * Gain attention from youth |

Both Nissan and Tata wants to increase their sales in India, which I think, is their most important goal.

Separately, for Nissan, they corporate with the most popular Bollywood actor, Ranbir Kapoor, to produce a series of TV commercials, which show up the unique and competitive features of Micra to public, to gain the brand awareness of unknown Nissan Micra. In addition to the TV commercials, they also partnered with Kapoor producing a film, The New Star of India, to engage younger consumers and jumpstart sales. During the film producing process, they associated with Facebook to select co-actors, in order to receive a high social media popularity. Furthermore, since Nissan Micra has lots of competitors, such as Maruti Swift, Ford Figo, and Hyundai i10 and i20, Nissan also wanted to become the most popular car in B2 category by using social media.

For Tata Nano, because of the long history of Tata company and the exist brand awareness of Tata, their goals are different from Nissan. Tata company wanted to let public use Nano to alter their two wheel motorcycle, because Nano is the cheapest car in the world. In addition, Tata partnered with MTV to conduct a TV show, Nano Drive with MTV, obtain public awareness of Nano. Most importantly, during this process, Nissan also used Facebook to connect people, which led them receive lots of fans(or potential customers). Because of the low price of Nano, the youth of India…...

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