02434nam a2200481 i 4500 000710314 StDuBDS 20240202172917.0 20160518115744.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473971073 (ebook) : No price (OCoLC)1017721415 StDuBDS eng StDuBDS rda pn HF5415 658.8 23 Tybout, Alice M., author. Positioning the Tata Nano (B) / Alice M. Tybout & Natalie Fahey. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Tybout, A. M., & Fahey, N. (2011). Positioning the Tata Nano (B) (teaching notes revised 16/01/2013). 5-311-506(B). Evanston, IL: Kellogg School of Management, Northwestern University. The case focuses on positioning a new brand, the Tata Nano. The car has been widely publicized as the world's cheapest car at Rs.1 lakh. Students must consider the gap between the ultimate target, the huge emerging middle class of Indian consumers, and the limited capacity and distribution available in choosing a target. They also must select between alternative competitive frames and the various points of difference they highlight. The case unfolds in two stages. The first decision point is in 2009, at the time of the product launch. The second decision point is 18 months later, after production capacity has increased and some product safety issues have arisen. Description based on online resource; title from home page (viewed on April 29, 2016). elektronické knihy fd186907 czenas electronic books eczenas Tata Motors. Marketing Case studies. Nano automobile Marketing Case studies. Fahey, Natalie, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/positioning-the-tata-nano-b Plný text SBC EB NEPOSILAT EB