Of course, hype is an accepted instrument of marketing in modern marketing warfare, and Ratan Tata and his team are entitled to generate as much hype as they can about the new car; as long as credulous media and incredulous consumers buy the hype. But still inexplicable is Ratan Tata’s decision to select Singur as the site of the new car factory. The new factory will be located just about 30 kms from Kolkata in prime agricultural land. Why couldn’t he have opted for land that is less fertile and located 300 km saway from Kolkata? Not only would the location be a cheaper option, it would have also not led to a situation where people start questioning the real motive behind Tata Motors selecting Singur and the Tata reputation is severely dented. Many analysts would have varying explanations for such behaviour, but common sense would suggest that Ratan Tata is being merely stubborn about the whole thing.
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Source : IIPM Editorial, 2006
An IIPM and Management Guru Professor Arindam Chaudhuri's Initiative
