Abstract: The automotive industry in India is one of the larger markets in the world and had previously been one of the fastest growing globally, but is now seeing flat or negative growth rates. India’s passenger car and commercial vehicle manufacturing industry is the sixth largest in the world, with an annual production of more than 3.9 million units in 2011. In such a scenario, businesses are expanding their market share by embracing the Blue Ocean strategy. As a result of this the existing paradigms of doing business are changing as existing businesses are attempting to build unassailable value innovations to create new customer specific products that will give them a share of the market that they would in the process create for them. And Tata Nano and Tata Ace are two products that have successfully employed the Blue Ocean strategy and have created a new market that was not tapped so far by the competition.
Keywords: Blue Ocean Strategy, Automobile Industry, Red Ocean Strategy.
Title: A Study on Impact of Blue Ocean strategy adopted by TATA motors with special reference to Tata Nano
Author: Bridin Roacha, Ajish V Nair, Ashish C Pius
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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