new product devlopment process of tata nano
DESCRIPTION
TRANSCRIPT
1
A Presentation on
Prepared by:-
Mehul Rasadiya
K.K. Parekh Institute of Management Studies (Amreli)
NPD process of TATA Nano
“I saw families ridding around on scooters with kids standing up and mother carrying a baby
and sitting Pillion and decided to do something about . It started as an quest for an
affordable transportation solutions.”
.
Idea Generation Of Nano
A Dream Project
Family Commuting on Scooters
Can’t Afford Cars
A Vision to Build the world’s Cheapest Car
IDEA SCREENING A scooter with two extra wheels at the back for better stability?
An Auto-rickshaw with four wheels?
A three wheeled car like a closed auto- rickshaw??
A four wheeled car made of Engineering Plastics?
A Four wheeled rural car?
Rolled up Plastic curtains in place of windows?
Openings like Auto rickshaws from the side
A four wheeled open car with safety side bars?
,“ Ah! That’s just a scooter with four wheels or an auto-rickshaw with four wheels & not really a Car.”
But Market needed a people’s car……..
Car or Auto Rickshaw
CONCEPT TESTING & DEVELOPMENT
Mr. Girish wagh, Leader of TATA Engineering Team
Did something nobody at TATA motors ever did
Talked to its customer ! Why. why. why.???
They Insisted on a cheap, Dependable truck.
Final Ans. : Better Marriage Prospects in the Village
WHAT TYPE OF PRODUCT SHOULD BE DEVELOPED???
Should be built on different platform
Must meet all safety and regulatory requirements.
Should be exportable to other countries
TATA produce a Cheapest car Because.. Mother plant Manufacture the complete car. Having best engine technology (FIAT)
Threat of new entrants
Bargaining power of suppliers
Rivalry among
competing firms
Bargaining power of
buyers
Threat of substitute products
Rivalry with Existing Competitors
BUSINESS ANALYSIS
No one other competitors are there because TATA is only one company which are providing cheapest car , so low bargaining power of buyers
Threat of new entrants
Bargaining power of suppliers
Rivalry among
competing firms
Bargaining power of
buyers
Threat of substitute products
Bargaining Powerof Buyers
Low Bargaining power of Suppliers because…..
97% parts locally sourced. Only 20 companies to supply
70% of components.
Threat of new entrants
Bargaining power of suppliers
Rivalry among
competing firms
Bargaining power of
buyers
Threat of substitute products
Bargaining Power
of Suppliers
Less possibility of threat of potential EntrantsThreat of new
entrants
Bargaining power of suppliers
Rivalryamong
competing firms
Bargaining power of
buyers
Threat of substitute products
The Threat of Potential Entrants
Bikes RickshawsThreat of new
entrants
Bargaining power of suppliers
Rivalryamong
competing firms
Bargaining power of
buyers
Threat of substitute products
ProductSubstitutes
Now the question was, “how much to produce”
It was estimated that the demand for the people’s
car shall be at least twice the demand for Maruti 800,
the lowest end car. Initial projections were at about
500 K cars per year.
PRODUCT DEVELOPMENT
Engine Capacity Bosch 624 c.c. twin cylinder
Low capacity, Lighter, sufficient with better Power Rear Engine to reduce the transmission length using a balancer shaft.
4 Speed Manual Gear Box
All Aluminum Engine
Higher thermal conductivity than cast iron, Lighter and so better mileage
Engine Management System by Bosch
Superb control over emission and smooth acceleration.
Better ride than Maruti 800.
Safety requirements are adequately met.
Single Wiper in place of two.
Cost effective yet functionality is met
Tube less Tires
Less length but more inner cabin space due to height. Comfortable leg room.
TEST MARKETING
Test Drives and Feedbacks
COMMERCIALIZATION
