Success of Tata Nano Through Marketing Flexibility: A SAP–LAP Matrices and Linkages Approach

The purpose of the study is to demonstrate the significance of marketing flexibility in enhancing the sales performance of a market proposition in today’s cut-throat competition. With the help of Tata Nano case, this study first explores the marketing flexibility concept and then establishes its significant role in reviving sales fortunes of this car. SAP–LAP methodology has been used for the analysis purpose owing to its comprehensive and flexible nature. Secondary as well as primary data is used for analysis purposes. Self-interaction and cross-interaction matrices under SAP–LAP methodology have been used in the study to comprehend and capture the essence of the various states and elements involved in case of Tata Nano. Study finds out that inflexible marketing acted as one of the primary culprits behind the initial poor sales performance of Nano. Even Tata Motors seemed to have realized this fact and addressed this flaw with revised version of Nano 2012 that indeed signifies high marketing flexibility. Immediately after the launch of Nano 2012; sales shot up by a healthy margin bringing back the hope that this small is finally inching towards realizing its true sales potential.