Tata Motors is planning to introduce a new car into the market. A small relatively cheap car that would be attractive to the Indian consumers.
This can be considered as a business concept innovation since no companies have tried doing that recently. This new car Tata Motors plans to introduce to the market can be viewed as a substitute to the scooters and motor cycles currently being used by the Indian consumers since it will cost almost the same.
Their business mission now includes providing affordable cars to the lower income class in India. By launching this car, the company would be expanding their market scope. They would be entering to a new sector of the same market, the sector of cheaper smaller cars. They will also be differentiating themselves from other motor companies because they will be selling a new line of cars that is not available at other car retailers.
The company plans to start working on this project as soon as it finds a good location for the plant. When found, this plant would represent a strategic asset that the company will own. Another strategic asset that the company seems to have is their managing director Ravi Kant. He seems to be a man with a good business vision. Other strategic resources that the company owns are the methods through which they plan to manufacture this new car. These can be considered as part of the core processes Hamel discusses.
The company plans to enhance its customer interface through the launch of this new product. They are targeting a different audience. They have collected information about the number of people who do not own cars currently, and how this would change if this new “cheap” car is introduced into the market. They would attract more customers and thus make more profit, but to keep the success the company should provide their customers with some kind of service and support for the new cars they would be purchasing. This would also enhance the relationship dynamics the company has with its customers and thus increase customer satisfaction.
There are safety concerns about the new car because of its price and safety, but these cars would definitely be safer than the scooters and motor cycles the Indian consumers are currently using. Although this car would not be as safe as other more expensive cars, but I believe that some things would be missing because of the cheap price the company is planning to sell the cars for.
The company sees a great financial potential in this line of business. They believe this new product would represent a substitute for scooters and motor cycles. The company’s customer base would increase, and thus there profits would increase as well. They would be providing something that consumers need and they would be benefiting from it.
