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With its slogan "Expect More, Pay less" Target has tried to combine low prices with moving upmarket, carrying designer merchandise and chic styling without breaking the family budget. Now with the recession and consumers becoming frugal in the USA, Target and its new CEO who took on the role in May 2008, Steinhafel, is looking at Wal-Mart to see how it can also emphasize the low prices in this recessionary climate. With store sales fallig by 10% in early 2009 Target executives were concerned that something needed to be done. And the thing was to bring even lower prices withor making customers feel cheap. Its chief marketing officer natty Francis always believed in the marketing philosophy of the 1952 book about Marshall Field "Give the Lady What She Wants." Question was what the lady wanted in today's environment. Instead of the old aspirational image of the designers behind Target apparel, Francis now put up the idea of how good value can be chic too. Target designers emphasized how the lady can look "frugalista fabulous." The other challenge was introducig groceries in the store. And instead of packaged foods he idea was to introduce fresh foods which have higher margins. Protype grocery stores were put up and the concept launched. And now instead of gradual rollout, Target went hyper local putting fresh food in all 30 Philadelphia stores. And the marketing ads, radio, newspaper circulars, TV everything made Philly residents aware of the move. Sales went up by 5to 10%. Now the concept has proven to work and Target plans to put in in 350 stores in 2010. And Nat Francis thinks Target did not move fast enough considering how quickly consumers have turned frugal. In the new frugal environment Target research showed its working-mom was obsessing about the price of milk not the thigh-high boots, and she was visiting the grocery store twice aweek and Target only 3 times amonth. Showing groceries mattered. Meantime Target's markeing is ore focussed and its creating the perception that Target and Wal-mart are so close on price. Target is actually devoting 75% of its advertising budget to price compared to 25% in 2008. So a 32 inch panel TV is $246, a coffeemaker is $3. Yet Target executives don't want to undo a strategy built up over years of a better customer experience, designer merchandise at lwer prices, something that would differentiate it from Wal-Mart. So the moves may simply be an adjustment to comport with the thriftier savings oriented times....

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Detail about Tata's $2500 car. What it looks like- a jelly bean small in front, larger in the back for aerodynamics, 30-35 horsepower, with bearings good for 45 mph, top speed 75 mph, trunk in front to hold a briefcase and battery, rear mounted engine with continuous variable transmission, a hollowed out steering wheel shaft, engine designed by Bosch 600 to 660 cubic centimetres 35 hp. Tata CEO, Ratan Tata, says in a interview the car will do far better on emissions than today's low end cars, and that the emissions standards were much easier to meet than the crash and safety tests, because of the lightness of the vehicle. Todays lower emissions standards in developing countries makes it easier by not having to use more expensive technologies. Electronic sourcing and internet auctions are used by Tata to a greater degree, 30-40 % of parts sourced this way compared to 10-15% by other larger carmakers. This helps meet the aggressive cost target. On the safety isssue its interesting to note that most of the people buying this car will be millions of motorcycle families and individuals (typically a couple of people can ride an Indian motorcycle). They may be safer in a light car than on a motorcycle. This has to be seen in the particular context of India. Renault-Nissan used the experience of lowcost car engineering techniques and secrets from its Logan car made in Romania and transferred it to its other models. Tata started with a clean sheet of paper, asked the quesion what they really had to have and was there some other way. It was Ratan Tata's dream to build a car in 1 lakh or 100,000 rupees or about $2500. The project had all out backing and tested Indian engineers ingenuity. The Tata effort will be studied by carmakers from around the world. Bosch does not underestimate the value of this business, as the car will target a market of hundreds of millions of people in India and China and developing countries. Ariba a supplier to Toyota, and BMW a supplier to Tata, helped Tata buy parts through electronic sourcing. China's Cherry Automobile company, another pioneer, had an Austrian firm help it design its engine for its small car. Tata worked with German company Bosch on the engine. And both must have used cutting edge technology but with a different goals and specifications to achieve unique tasks....

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Tata has a couple of things going for it to make a car at a price under $2500- a different vision behind it and a longer term idea of the market and its opportunities for Tata Motors. This is a personal vision of Ratan Tata, the last in the series of Tata family members who have run a company that was at the leading edge of industrialization in India since British times in the closing years of the 19th century. He sees this as a way to bring a car that is affordable to millions of Indians, the average Indian, just as his father and great grand father were pioneers in India's early steps towards industrialization. This also will serve another purpose. It will provide momentum to India's manufacturing base by putting India's auto industry on its way to sell cars by the millions in the next ten years. The cost was a challenge to Indian engineers ingenuity. It would help them develop something from scratch from a clean slate, and as he hoped reinvent the car if possible. The cost also was doable in India because of the wages paid to Indian engineers and workers are different. The entire cost structure with suppliers like Bosch providing the engine also and internet purchases of parts coming under a completely different way of doing business, again a reinvent of things. And the skimping on a lot of basics like a radio is possible in the Indian context where the inital target market is the scooter family of which in India there are millions. People who would simply be waiting for such a bare bones car, not see it as such because it is a great advance over a scooter even in terms of safety. What most people who have never been to India would not be able to grasp is that a whole family of four can be seen riding on a scooter or motorbike in India on weekends in Indian urban areas. Tata's idea of the market potential is the way it can ride the next stages of increasing incomes in India. Once it has come up with this car it can come up with enhanced versions with an airconditioning and radio and so on, and still price it way below competitors with Tata's quality and brand name and innovative design. As long as Tata can sell all the cars it makes it can expand production rapidly. Tata's costs for engineering a top selling model may be only 20% of the $350 million it costs western companies, according to Alix Partners, with savings of $300 to $1000 per car right there. Labor costs are about $1.20 per hour in India, less than what auto workers make in China, this provides more cost savings. Tata plans to supply kits to dealers who will do the final assembly in small workshops. This distribution strategy will save Tata another chunk of costs, as about 20% of the car's cost is in distribution in the USA. ...

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Tax changes for autombiles as part of a"fiscal correction" were announced by the Finance Minister, Pranab Mukherjee. The base excise tax on most goods manufactured in India was raised from 10% to 12%. The excise tax on larger cars with gasoline engines above 1.2 litres or diesel engines above 1.5 litres was raised to 24% from 22%. The customs tax on imported cars and SUV's over $40,000 and gasoline engine over 3000 cubic centimetres, or diesel engine over 2500 cubic centimetres was increased to 75% from 60%.

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A conversation with Ratan Tata at Tata's Colaba offices just as Tata prepares for the acquisition of Land Rover and Jaguar.

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The U.S. Defense Department is about to move forward with a plan to store battle tanks, infantry fighting vehicles and heavy weapons, for about 5000 American troops in Baltic countries and Eastern Europe. The move is in response to calls from Baltic republics to prepare a rapid reaction capability in response to any Russian action.

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Japan's budgetary discipline will take the form of keeping annual expenditures (excluding debt servicing) constant at 71 trillion yen ($819 billion) for the coming three years. This is around three fourths of the national budget. To do this the Democratic party is asking cabinet ministers to set priorities, reduce waste, and send money into the party's emphasized growth strategy areas.

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The step by step process Mr. Obama used to arrive at his decision to send 30,000 troops to Afghanistan. The use of charts showing the buildup at one of the last meetings, and how President Obama expressed frustration at the length of time the troops would be there, and then says "I want this curve pushed to the left," pointing to the bell curve showing buildup and withdrawal after some years. This says Baker may be the pivotal moment for the expansion of the war. What he meant was something like a fast buildup and rapid draw down. He asks Petraeus how fast the Iraq buildup for the surge took place, and Petraeus says 6 months. The option being discussed was Option 2A carefully prepared to get a30,000 troop addition approved by Defense Secretary Gates and presented to Mr Obama on November 11, 2009. What Obama said at that point was according to NYT reporter Baker's sources is - "What I'm looking for is a surge, this has to be a surge." Gates was the seasoned person in saying the right things at just the right time and not sooner in these negotiations. The process had seen alot of back and forth swings, leaks including the McChrystal report leak and the Ambassador Eikenberry report leak, and the President preferring to keep his thoughts to himself and using University of Chicago law school style analytical thinking to wade through the swamp of issues in this place called Afghanistan. With that Gates shows how that curve can be moved up and gets the President to allow for conditions at the time to be the factor for withdrawal conditions. In effect the President's analytical thinking an approaches good for a law class in the University of Chicago and potentially very unlikely to allow for agrasp of the muddied details and complexities of social, political and historical type in Afghanistan, were being applied to a crucial mind decision that would have a mind boggling impact. Had Gates served the country well? Had Mr Obama served the country well with these analytics, when a more intuitive decision based on understanding of all the conditions on the ground by talking to different people who had first hand experience in Afghnistan and Pakistan- see the links here to first hand reports- would have accomodated the peculiarities of the Afghan situation better than some charts and numbers? Speaker Pelosi and Congressman Obey had indicated lack of support among Democrats. The Budget Office had provided a cost estimate of 1 trillion dollars for 10 years. None of this appeared to matter in the final decision. NATO would supply the additional troops to get the number closer to 40,000. Gates had been the most seasoned player through years of negotiating with Congress, and he helped formulate Option 2A for 30,000. The President makes one final Professorial comment at the final meeting on November 29, 2009, after announcing his decision to support Option 2A, -"but if you don't agree with me say so now" and repeats saying "tell me now." Gates signals to Vice President Biden who inquires whether this is a Presidential order that it is one. Mullen and Petraeus say "fully support." America had by using charts numbers and law school analytical processes turned the complexities of Afghnistan into something else, but these analytics had still to be played out in the vast mountainous spaces of Afghanistan and in the homes and workplaces of America in 2010 and beyond. It is hard not to sense that something serious was lost that day. ...

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Bosch wants to supply Indan car maker Tata with electronics systems brakes and fuel injection systems for the low end of the market that Tata i spursuing vigorously. Bosch wants to invest 500 million euros in India from 2008 to 2010 and expects sales in India to grow by 20% a year. This according to its India chief Hieronimus. Bosch wants to increase sales to 1 billion euros by 2010 to India's lowcost car makers. Shows that car suppliers are catching on to the huge potential in the Indian car market and the pioneering efforts of Tata in the low end of the market. Bosch is the world's largest car supplier at a time when US car suppliers are going through a price squeeze from the Big Three and many of them losing money or in bankruptcy.

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The story of how Ratan Tata pushed his idea of a car dor 1 lakh rupees or $2500 and convinced skeptical European suppliers like Bosch and indian suppliers like GKN and Rane Group to make the crtical parts for a car of this type. The experience of 32 year old Wagh in leading he development team shows how far Tata Motors has come thorugh meeting the challenge of the Nano that Ratan Tata set as an almost impossible set of tasks for the company's youngest and ablest engineers, who were eager to give it their best shot and make it work against all odds. The innovation wasn' in technology t was a mindset change, says Ravi Kant, the executive who led the effort, and he referring to the idea that this would be a real car at this price not some contraption on 4 wheels.