Tata Nano Cross Culture Marketing Essay Example | Topics and Well Written Essays - 2500 words

Tata Nano Cross Culture Marketing - Essay Example The focus of the case study is on the Tata Ultra-Low Cost Car. The Tata Nano is a small car targeting the lower echelons in the society. The product has several distinct features such as size, engine size, design and speed. The car borrows from the principles used in the production of the Volkswagen Beetle and the British Mini popular with the Mr. Bean films. In all cases, the cars were produced to meet a certain market segment and increase the ease of acquisitions. The performance and efficiency of the cars may not be compared to other luxurious cars, but the main goal of the cars is to reduce cost of purchase, as well as maintenance (Hollensen, 2007, p. 287). The car has registered mixed fortunes in the market since it was officially launched into the market. The marketing of the product may be the weak link, but there are still other improvements to be implemented in the product to succeed. Additionally, the product will face stiff competition from Bajaj motors who also intend to produce fuel efficient cars that fit in the same category as the Tata Nano. Market Segmentation for Tata Nano Market segmentation is the process of dividing the market using a certain way in order to target a certain set of buyers or consumers. In the past, most companies employed mass marketing with the exception of the motor vehicle industry which initially targeted the rich, but later covered the middle class and the current trend are to incorporate the low end earners (Sandhusen, 2000, p. 34). To incorporate them, Tata Motors produced the Tata Nano. Tata Nano is nicknamed the â€Å"people’s car† based on the specification and performance stipulated by the company. The cars were rolled into the market in 2006 with the Nano have different specifications (Beverly and Thomson, 2011, p. 67). The four-door Nano is over 10 feet long and nearly five feet wide. The size indicates the targeted market segment because the bigger the size the higher the cost of the vehicle. In addition, it is powered by a 623cc two cylinder engine as compared to the standard four cylinder engines. The reduction in the cylinder numbers is to reduce fuel consumption. In the process of reducing the fuel consumption, other features are eliminated. The maximum speed of the car is 65 miles per hour, which is slightly slower compared to luxury cars. The location of the wheels of the vehicle at the extreme ends improves the handling. It has a small trunk for load carriage (Allen, 2010, p. 89). The product design ensures cost of production is reduced while ensuring that the needs of the customers are met. The product targets the low end users in India which has several challenges (Cleland and Ireland, 2006, p. 45). India is marked with a serious challenge in terms of transportation because of the increased traffic snarl ups and jams. These traffic jams leads to loss of fuel and affects people's wealth. The production of the Nano ensures easy transportation and lower cost even in t raffic jams due to the low consumption associated with the car. The lower echelons in the society have already been targeted by other companies such as the production of the Maruti 800 by the Maruti Udyog Ltd. The Nano has distinct advantages over the Maruti 800 because of the seating space, luggage space and cost. The product’s target market of the middle class and low echelons in the society must be evaluated to obtain brand association. The middle class in India cannot be

OOP Features Added to Oracle Database Assignment

OOP Features Added to Oracle Database - Assignment Example OOP Features Added to Oracle Database All programming languages and particularly database programming languages need to be comprehensively stable and dynamic in adapting to ever changing developmental environments. Like any other programming language SQL*Plus has shown a lot of flexibility and strength to adapt to the features of Object Oriented Programming while keeping its own shape in tact and without losing the core strength of being an ideal structured query language. In the early 1990 the Object Oriented Programming model begin to gain accelerated acceptance as a major programming approach and most of the database and programming languages begin to extend features that support this model. The approach of extending SQL *Plus for Oracle Database was centered around the efforts to find ways and mean which can provide an integrated support for the objects, object identifiers and inheritance structures within relational language. The approach was followed rigorously but until the release and shipment of SQL3, the extensions of OOP model were not quite mature. The efforts of finding a better integration between OOP model and structured relational languages continued, â€Å"Another approach in this the category is an extension of a conventional SQL that is used to retrieve and manipulate data. For example POSTGRES (Stonebraker, 1986) provides an extended SQL called POSTQUEL query with the ability to capture the concept of abstract data types (encapsulated data structures and methods), inheritance structures and object identity. † (Wenny, Annier & Pardede , 2005, p. 17).... † (Wenny, Annier & Pardede , 2005, p. 17). a) Object-Relational Methodology The extension of object oriented features in relational languages is commonly referred as the object-relational model. â€Å"A Persistence Layer connecting objects in an object-oriented system to data stored in a relational database†. (Object-Relational, 2012). The term, object - relational is not limited to the study of OOP features that can be mapped to SQL rather this section will focus the object - relational model as whole. b) Mapping Objects and Tables Objects are the core constructs of object oriented modeling, therefore, object-relational modeling for Oracle DBMS will require the definition of objects and methods to handle them. The objects will then be converted object tables (relations). So, this provides the basis on which we can formulate our object-relational for Oracle DBMS. However, it must be noted that this model does not necessarily require each object translated into a correspo nding object table in SQL because, there can be alternatives to this approach. For an example, a solution may be designed on the object - relational model which may use SQL views (instead of tables) to simulate objects. Therefore, two possible strategies to accomplish the object-relational modeling includes the creation of object tables directly from the objects defined in OOP model, alternatively the object-relational model can also be built upon an existing relational database by defining SQL *Plus Views in terms of objects. c) Mapping Objects Types and Data Types Secondly the object types of an object oriented model can be utilized to define the user