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


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 failure in executing its blue ocean strategy. The case comes with a teaching note, lecture slides and a three-part movie based on first-hand research and face-to-face interviews describing Tata Nano's strategic move from conception to execution(link in ‘Extra information’ section).


Target costing; Value innovation; Business failures; Emerging markets; Pricing; Strategic alignment; Execution; Stakeholders; Blue Ocean Strategy; Strategy; Automobile industry; Tata Nano; India; Pricing strategy
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