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Published by:
INSEAD (2017)
Version:
01.2017
Length:
9 pages
Data source:
Published sources
Notes:
To view additional instructor materials, click here. Check out the short video trailer for a quick case synopsis.
Tata Nano

Abstract

This case analyses Tata Motors' strategic move to create and launch the Tata Nano, exploring the factors behind the project's earlier success and the reasons for its execution failure. It illustrates the importance of having a strong and aligned set of value, profit and people propositions in order to create and capture a blue ocean. The teaching note reviews how Tata Nano created its exceptional value proposition and attained a viable profit proposition by following the right strategic sequence, and then examines different components of Tata Nano's people proposition to identify the major causes of the setback in executing its blue ocean strategy.

Topics

Tata Nano; Blue Ocean Strategy; Emerging economy; Strategic alignment; Automobile industry; Value innovation; Strategic pricing; Target costing; Strategy execution; Execution failure; Stakeholders; Non-customers
Industry:
Other setting(s):
2003-2016

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