Market life-cycle and products strategies: an empirical investigation of Indian automotive market

Abstract

With the 2008 financial crisis, interest has been returning to the emerging nations. While there is no shortage of rosy predictions relying only on the hope of the future growth in these emerging markets, the debate is far from being over regarding whether such high growth can truly be achieved. Although the penetration rate of automotive products needs to be considered on a country-by-country basis, there are some common characteristics. It is possible to compare these countries on certain criteria in relation to the respective phases of development undergone by each market. By focusing on general and emblematic areas and avoiding complicating surface issues, it is possible to identify not only the phases of development but also the orientation towards the actual achievement of growth. This paper will examine the TATA NANO and will discuss the necessity of creating product strategies that fit the phases of development of the market.

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