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Selected Case

published: 30 Jan 2017

  • Topic: Strategy
  • Industry: Automobile industry
  • Region: Asia

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.

Pedagogical Objectives:
1) To demonstrate how Tata Nano reconstructed market boundaries across alternative industries and created a commercially viable blue ocean opportunity by following the right strategic sequence. 2) To highlight the importance of matching value and profit propositions with an equally strong people proposition in ensuring the successful execution of a blue ocean strategy. 3) To review major BOS concepts, frameworks and tools in the course of analyzing the Tata Nano strategic move.

Tata Nano, Blue Ocean Strategy, Emerging Economy, Strategic Alignment, Automobile Industry, Value Innovation, Strategic Pricing, Target Costing, Strategy Execution, Execution Failure, Stakeholders, Noncustomers