You are the brand manager for Tata Nano. Your job depends on how well Nano sells in the market. Recently, you have observed that Indian customers are shifting to more feature-rich cars within the market. While the Nano is not selling that fast, you are aggressively trying to rejuvenate that brand by changing the marketing mix. You have a plan to introduce new product features by undertaking a major factory investment. Are you in the right direction? If you fail, you will lose your job!
Since Indian customers are shifting to more feature-rich cars within the market, the approach of the manager trying to revitalize the brand by changing the marketing mix is fundamental. Introducing new product features by implementing major factory investment will work wonders for Nano. As a manager, I am in the right direction because the move will ensure that an increase in market share and profit gain will be achieved. For instance, piloting the Nano quietly on a small scale through coming up with new commodity structures by instigating major factory investment by changing the marketing mix will suit the needs of an optimal target customer. Essentially, Nano is in the right direction because their debut will be made to a wider world with less hype and greater effect.