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INTRODUCTION TO TATA GROUP

The story of Tata begins in 1868 when a young boy named Jamsetji Tata joined his father'ssmall trading company. Thirty-five years later that same boy was the owner of !ndia's largestte"tile company Tata Te"tile. #ver the last century Tata has e"celled in many different

business sectors including $aterials %&teel and $ining (griculture )nergy *onsumer+roducts !nformation Technology *onsultancy ,inance Automobiles *hemicals)ngineering and ospitality.

Tata roup of !ndustries reported /10.6 billion in revenues in 223 which is e4uivalent to.8 percent of !ndia's 5+. !n 226 it is projecting its annual revenue to be around /

billion.

Tata is one of the world's largest employers and is the largest private employer in !ndia withabout 222 employees. !ndia is 7nown to many as a very diverse country there are 6

states in !ndia and the culture of each is e"tremely different from the others in language and

lifestyle.

This diverse culture within !ndia ma7es Tata's human resources department wor7 to lead

major changes across the vastly different cultures of the employees that e"ist within Tata as a

whole group. Tata's management training center located in +une serves as a corporate school

to help Tata's managers learn how to lead such a diverse wor7force.

There are several issues that need to be addressed before entering a new country e"pecting toma"imi9e profits. #ne such issue is the culture of the country where the firm wants to enter

as there are many differences in the culture of business practices and the way things are

generally done. 5oing business internationally is affected by the way a society functions on

the macro level with factors including the si9e of economy wealth of the citi9ens religion

race etc.

Tata motors )stablished in 1:3 when the company began manufacturing locomotives thecompany manufactured its first commercial vehicle in 1:3 in a collaboration with 5aimler-;en9 ( which ended in 1:6:. Tata $otors is a dual-listed company traded on both the

;ombay &toc7 )"change as well as on the


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REARVIEW OF COMPANY

HISTORY OF TATA MOTORS

Tata $otors is a part of the Tata roupmanages its share-holding through Tata &ons. The

company was established in 1:?3 as a locomotive manufacturing unit and later e"panded its

operations to commercial vehicle sector in 1:3 after forming a joint venture with 5aimler-

;en9( of ermany. 5espite the success of its commercial vehicles Tata reali9ed his

company had to diversify and he began to loo7 at other products. ;ased on consumer

demand he decided that building a small car would be the most practical new venture. &o in

1::8 it launched Tata !ndica !ndia's first fully indigenous passenger car. 5esigned to be

ine"pensive and simple to build and maintain the !ndica became a hit in the !ndian mar7et. !t

was also e"ported to )urope especially the @A and !taly. !n 22 it ac4uired Tata 5aewoo

*ommercial Behicle and in late 223 it ac4uired 1C of (ragonese ispano *arrocera

giving it controlling rights of the company. !t has formed a joint venture with $arcopoloof

;ra9il and introduced low-floor buses in the !ndian $ar7et. >ecently it has ac4uired ;ritish

Jaguar Dand >over %JD> which includes the 5aimler and Danchester brand names

Tata $otors is !ndiaEs largest automobile company with consolidated revenues of @&5 1billion in 228-2:. !t is the leader in commercial vehicles and among the top three in

passenger vehicles. Tata $otors has winning products in the compact midsi9e car and utilityvehicle segments. The company is the world's fourth largest truc7 manufacturer and theworld's second largest bus manufacturer with over 222 employees. &ince first rolled out in1:3 Tata $otors has produced and sold over million vehicles in !ndia

%Tata indica the first fully indigenous passenger car by Tata motor

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Profile of Tt motor

Tt Motors !t" is a multinational corporationhead4uartered in $umbai !ndia. +art of theTata roup it was formerly 7nown as TE!CO %T(T( )ngineering and Docomotive*ompany.

Tata $otors Dimited is !ndia's largest automobile company with consolidated revenues of>s. :31: crores %@&5 2 billion in 22:-12. !t is the leader in commercial vehicles ineach segment and among the top three in passenger vehicles with winning products in thecompact midsi9e car and utility vehicle segments. The company is the world's fourthlargest truc7 manufacturer and the world's second largest bus manufacturer.

The company's 222 employees are guided by the vision to be Fbest in the manner inwhich we operate best in the products we deliver and best in our value system and ethics.F

)stablished in 1:3 Tata $otors' presence indeed cuts across the length and breadth of!ndia. #ver 3.: million Tata vehicles ply on !ndian roads since the first rolled out in 1:3.The company's manufacturing base in !ndia is spread across Jamshedpur %Jhar7hand +une%$aharashtra Duc7now %@ttar +radesh +antnagar %@ttara7hand and 5harwad%Aarnata7a.

,ollowing a strategic alliance with ,iat in 223 it has set up an industrial joint venturewith ,iat roup (utomobiles at >anjangaon %$aharashtra to produce both ,iat and Tata

cars and ,iat powertrains. The company is establishing a new plant at &anand %ujarat.The company's dealership sales services and spare parts networ7 comprises over ?322touch points Tata $otors also distributes and mar7ets ,iat branded cars in !ndia.

Tata $otors the first company from !ndia's engineering sector to be listed in the


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!n 226 Tata $otors entered into joint venture with Thonburi (utomotive (ssembly +lant*ompany of Thailand to manufacture and mar7et the company's pic7up vehicles inThailand. The new plant of Tata $otors %Thailand has begun production of the Genon

pic7up truc7 with the Genon having been launched in Thailand in 228.

Tata $otors is also e"panding its international footprint established through e"ports since1:61. The company's commercial and passenger vehicles are already being mar7eted inseveral countries in )urope (frica the $iddle )ast &outh )ast (sia &outh (sia and &outh(merica. !t has franchiseeHjoint venture assembly operations in Aenya ;angladesh@7raine >ussia &enegal and &outh (frica.

The foundation of the company's growth over the last 32 years is a deep understanding ofeconomic stimuli and customer needs and the ability to translate them into customer-desired offerings through leading edge >I5. ith over ?222 engineers and scientists thecompany's )ngineering >esearch *entre established in 1:66 has enabled pioneeringtechnologies and products.

The company today has >I5 centres in +une Jamshedpur Duc7now 5harwad in !ndiaand in &outh Aorea &pain and the @A. !t was Tata $otors which developed the firstindigenously developed Dight *ommercial Behicle !ndia's first &ports @tility Behicle andin 1::8 the Tata !ndica !ndia's first fully indigenous passenger car. ithin two years oflaunch Tata !ndica became !ndia's largest selling car in its segment. !n 223 Tata $otorscreated a new segment by launching the Tata (ce !ndia's first indigenously developedmini-truc7.

!n January 228 Tata $otors unveiled its +eople's *ar the Tata


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Tata $otors is e4ually focussed on environment-friendly technologies in emissions andalternative fuels. . !t has developed electric and hybrid vehicles both for personal and publictransportation. !t has also been implementing several environment-friendly technologies inmanufacturing processes significantly enhancing resource conservation

Through its subsidiaries the company is engaged in engineering and automotive solutionsconstruction e4uipment manufacturing automotive vehicle components manufacturing andsupply chain activities machine tools and factory automation solutions high-precisiontooling and plastic and electronic components for automotive and computer applicationsand automotive retailing and service operations.

Tata $otors is committed to improving the 4uality of life of communities by wor7ing onfour thrust areas K employability education health and environment. The activities touchthe lives of more than a million citi9ens. The company's support on education andemployability is focused on youth and women.

They range from schools to technical education institutes to actual facilitation of incomegeneration. !n health our intervention is in both preventive and curative health care. Thegoal of environment protection is achieved through tree plantation conserving water andcreating new water bodies and last but not the least by introducing appropriatetechnologies in our vehicles and operations for constantly enhancing environment care.

ith the foundation of its rich heritage Tata $otors today is etching a refulgent future.

5


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M#$eme#t of Tt motors

%or" of Dire&tors

$r. >atan < Tata %*hairman$r. >avi Aant5r. J J !rani$r. ( $ashel7ar$r. anendra &en

$r. *arl-+eter ,orster$r. + $ Telang

Se#ior M#$eme#t

$r. *arl-+eter,orster

*hief )"ecutive #fficer I $anaging 5irector

$r. + $ Telang $anaging 5irector-!ndia #perations$r. * >ama7rishnan *hief ,inancial #fficer$r. > +isharody +resident %*ommercial Behicles ;usiness @nit

$r. T Deverton ead (dvanced and +roduct )ngineering$r. & Arishnan &r. Bice +resident %*ommercial-+*;@$r. + = urav &r. Bice +resident %*orp. ,inance-(ccounts and Ta"ation$r. +rabir Jha &r. Bice +resident uman >esources$r. & ; ;orwan7ar ead %Jamshedpur - +lant$r. Bi7ram &inha ead %*ar +lant - +*;@$r. ; ; +are7h *hief %&trategic &ourcing$r. @ A $ishra Bice +resident %(55 and $aterials - *B;@$r. ajendragad7ar Bice +resident %*orp. ,inance-;usiness +lanning$r. < +inge *hief !nternal (uditor $r. > ;agga Bice +resident %Degal

$r. > >ama7rishnan Bice +resident - &ales I $ar7eting%*B;@$r. & >avishan7ar Bice +resident %)ngg. &ystems )>*$r. irish agh ead %&mall *ar +roject

Com'#( Se&retr(

$r. A &ethna

Cor'orte Commu#i&tio#s

$r. 5ebasis >ay ead - *orporate *ommunications

6


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Milesto#e of Tt motors

!t has been a long and accelerated journey for Tata $otors !ndia's leading automobile

manufacturer. &ome significant milestones in the company's journey towards e"cellence and

leadership.

)*+

,

Tata )ngineering and Docomotive *o. Dtd. was established to manufacture

locomotives and other engineering products.

)*+

-

&team road roller introduced in collaboration with $arshall &ons %@A.

)*,

+

*ollaboration with 5aimler ;en9 ( est ermany for manufacture of

medium commercial vehicles. The first vehicle rolled out within 6 months of

the contract.)*,

*

>esearch and 5evelopment *entre set up at Jamshedpur.

)*.

)

)"ports begin with the first truc7 being shipped to *eylon now &ri Dan7a.

)*.

.

&etting up of the )ngineering >esearch *entre at +une to provide impetus to

automobile >esearch and 5evelopment.

)*/

)

!ntroduction of 5! engines.

)*/

/

,irst commercial vehicle manufactured in +une.

)*-0

$anufacture of eavy *ommercial Behicle commences.

)*-

,

,irst hydraulic e"cavator produced with itachi collaboration.

)*-

.

+roduction of first light commercial vehicle Tata 20 indigenously

designed followed by Tata 628.

)*-

*

!ntroduction of the Tatamobile 26 - ?rd D*B model.

)** Daunch of the 1st indigenous passenger car Tata &ierra.

7


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) T(* 2 crane produced.

#ne millionth vehicle rolled out.

)**

1

Daunch of the Tata )state.

)**

0

Joint venture agreement signed with *ummins )ngine *o. !nc. for the

manufacture of high horsepower and emission friendly diesel engines.

)**

+

Daunch of Tata &umo - the multi utility vehicle.

Daunch of D+T 02: - a full forward control light commercial vehicle.

Joint venture agreement signed with $Hs 5aimler - ;en9 H $ercedes - ;en9

for manufacture of $ercedes ;en9 passenger cars in !ndia.

Joint venture agreement signed with Tata olset Dtd. @A for manufacturing

turbochargers to be used on *ummins engines.)**

,

$ercedes ;en9 car )2 launched.

)**

.

Tata &umo delu"e launched.

)**

/

Tata &ierra Turbo launched.

122222th Tata &umo rolled out.)**

-

Tata &afari - !ndia's first sports utility vehicle launched.

millionth vehicle rolled out.

!ndica !ndia's first fully indigenous passenger car launched.

)**

*

113222 boo7ings for !ndica registered against full payment within a wee7.

*ommercial production of !ndica commences in full swing.

122

2

,irst consignment of 162 !ndicas shipped to $alta.

!ndica with ;harat &tage %)uro !! compliant diesel engine launched.

@tility vehicles with ;harat %)uro !! compliant engine launched.

!ndica 222 %)uro !! with multi point fuel injection petrol engine launched.

Daunch of *


9/73

122

)

!ndica B launched - nd generation !ndica.

122222th !ndica wheeled out.

Daunch of *over rolled out

1?3 +& Tata &afari )Gi +etrol launched

Tata &,* 20 )G Turbo launched

122

+

Tata $otors unveils new product range at (uto )"po '2.


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Tata $otors completes ac4uisition of 5aewoo *ommercial Behicle

*ompany

Tata D+T :2: )G launched

Tata 5aewoo *ommercial Behicle *o. Dtd. %T5*B launches the heavyduty truc7 '5 MB award for business e"cellence.

The power pac7ed &afari 5icor is launched

!ntroduction of !ndigo &G series - lu"ury variant of Tata !ndigo

Tata $otors launches !ndica B Turbo 5iesel.

#ne millionth passenger car produced and sold

!nauguration of new factory at Jamshedpur for


11/73

+assenger Behicle sales in !ndia cross one-million mar7

Tata $otors and $arcopolo ;ra9il announce joint venture to manufacture

fully built buses I coaches for !ndia I mar7ets abroad

Tata $otors first plant for small car to come up in est ;engal

Tata $otors e"tends * engine e"tended to !ndigo sedan and estate

range

Tata $otors and Thonburi (utomotive (ssembly +lant *o. %Thonburi

announce formation of a joint venture company in Thailand to manufacture

assemble and mar7et pic7up truc7s.

>oll out of 122222th (ce

Tata-,iat plant at >anjangaon inaugurated

Daunch of a new @pgraded range of its entry level utility vehicle offering

the Tata &pacio.

*>$-5$& initiative crosses the 1222th location milestone

Daunch of $agic a comfortable safe four-wheeler public transportation

mode developed on the (ce platform

Daunch of inger !ndiaEs only ma"i-van

,iat roup and Tata $otors announce establishment of Joint Benture in

!ndia

Daunch of the &umo Bicta Turbo 5! the new upgraded range of its entry-

level utility vehicle the &umo &pacio

11


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Tata $otors launches !ndica B Turbo with dual airbags and (;&

Daunch of new &afari 5!*#> . BTT range powered by a new . D

5irect !njection *ommon >ail %5!*#> engine.

>ollout of the one millionth passenger car off the !ndica platform.122

-

(ce plant at +antnagar %@ttara7hand begins production.

!ndica Bista K the new generation !ndica is launched.

Tata $otors' new plant for launched.

!ndigo *& %*ompact &edan worldEs first sub four-metre sedan launched.

Daunch of the new &umo -- &umo rande which combines the loo7s of an&@B with the comforts of a family car.

Tata $otors unveils its +eople's *ar and GA> and Dand

>over 5iscovery ? >ange >over &port and >ange >over from Jaguar and

Dand >over in !ndia

Tata


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Tata $otors begins distribution of +rima orld truc7

Tata $otors ac4uires remaining 0:C in ispano *arrocera.

Tata $otors launches the ne"t generation all-new !ndigo $())D( launched in !ndia.

Tata $otors introduces the all new Tata 20 +ic7up Tata &uper (ce and

Tata (ce )G.

,irst Jaguar Dand >over showroom opens in !ndia.

>avi Aant to become


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E4PANSION OF TATA MOTOR

(fter years of dominating the commercial vehicle mar7et in !ndia Tata $otors entered the

passenger vehicle mar7et in 1::1 by launching the Tata &ierra a multi utility vehicle. (fter

the launch of three more vehicles Tata )state %1:: a stationwagondesign based on the

earlier 'Tata$obile' %1:8: a light commercial vehicle Tata &umo%D*B 1:: and Tata

&afari %1::8 !ndia's first sports utility vehicle.

Tata launched the !ndicain 1::8 the first fully indigenous passenger car of !ndia. Though

the car was initially panned by auto-analysts the car's e"cellent fuel economy powerful

engine and aggressive mar7eting strategy made it one of the best selling cars in the history ofthe !ndian automobile industry.

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( newer version of the car named !ndica B was a major improvement over the previous

version and 4uic7ly became a mass-favourite. Tata $otors also successfully e"ported large

4uantities of the car to &outh (frica.The success of !ndica in many ways mar7ed the rise of

Tata $otors.

ith the success of Tata !ndica Tata $otors aimed to increase its presence worldwide. !n

22 it ac4uired the 5aewoo *ommercial Behicle *ompany of &outh Aorea. &ome reasons

behind the ac4uisition were *ompany's global plans to reduce domestic e"posure. The

domestic commercial vehicle mar7et is highly cyclical in nature and prone to fluctuations in

the domestic economy.

Tata $otors has a high domestic e"posure of P:C in the $*B segment and P8C in the

light commercial vehicle %D*B segment. &ince the domestic commercial vehicle sales of the

company are at the mercy of the structural economic factors it is increasingly loo7ing at the

international mar7ets and To e"pand the product portfolio Tata $otors recently introduced

the 3$T B Tata


16/73

Tata $otorsE presence indeed cuts across the length and breadth of !ndia. #ver million Tatavehicles ply on !ndian roads since the first rolled out in 1:3. The companyEs manufacturing

base in !ndia is spread across Jamshedpur %Jhar7hand +une %$aharashtra Duc7now %@ttar

+radesh +antnagar %@ttara7hand and 5harwad %Aarnata7a. ,ollowing a strategic alliancewith ,iat in 223 it has set up an industrial joint venture with ,iat roup (utomobiles at>anjangaon %$aharashtra to produce both ,iat and Tata cars and ,iat powertrains. Thecompany is establishing a new plant at &anand %ujarat. The companyEs dealership salesservices and spare parts networ7 comprises over ?322 touch points Tata $otors alsodistributes and mar7ets ,iat branded cars in !ndia.

Tt5s $lobl o'ertio#s

16


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Tata $otors has been in the process of ac4uiring foreign brands to increase its globalpresence and currently has operations in the @A &outh Aorea Thailand and &pain. (mongthem is Jaguar Dand >over a business comprising the two iconic ;ritish brands that wasac4uired in 228.

Tata $otors has also ac4uired from ,ord the rights of >over. !n 22 it ac4uired the5aewoo *ommercial Behicles *ompany &outh AoreaEs second largest truc7 ma7er. Therechristened Tata 5aewoo *ommercial Behicles *ompany has launched several new

products in the Aorean mar7et while also e"porting these products to several internationalmar7ets. Today two-thirds of heavy commercial vehicle e"ports out of &outh Aorea are fromTata 5aewoo.!n 223 Tata $otors ac4uired a 1C sta7e in ispano *arrocera a &panish

bus and coach manufacturer giving it controlling rights of the company.

Tata $otors continued its product line e"pansion through the introduction of new productsinto the mar7et range of buses %&tarbus I lobus as well as truc7s %* countries and the $iddle-)ast by theend of 22:

!n 226 it formed a joint venture with the ;ra9il-based $arcopolo to manufacture fully-builtbuses and coaches for !ndia and other international mar7ets.Tata $otors has e"panded itsproduction and assembly operations to several other countries including &outh AoreaThailand &outh (frica and (rgentina and is planning to set up plants in Tur7ey !ndonesiaand )astern )urope. Tata also has franchiseeHjoint venture assembly operations in Aenya;angladesh @7raine >ussia and &enegal.

Tata has dealerships in 6 countries across continents. Though Tata is present in manycountries it has only managed to create a large consumer base in the !ndian &ubcontinentnamely !ndia ;angladesh ;hutan &ri Dan7a and


18/73

B Transmissions Dtd. %BTD

T(D $anufacturing &olutions Dtd. %T(D

&heba +roperties Dtd. %&heba

*oncorde $otors %!ndia Dtd. %*oncorde

Tata 5aewoo *ommercial Behicle *ompany Dtd %T5*B

ispano *arrocera &. (. %*

Tata $otors !nsurance ;ro7ing I (dvisory &ervices Dtd %T$!;(&D

Tata $otors )uropean Technical *entre plc

Tata $otors ,inance Dimited

Tata $otors Thailand

Tata $arcopolo $otors Dtd %T$$D

Tata $otors%&( +roprietary Dtd %T$&(

T$D 5istribution *ompany Dtd %T5*D

Subsi"ir( br#"s of Tt motors

Tt De6oo Commer&il Ve7i&lE

ith the success of Tata !ndica Tata $otors aimed to increase its presence worldwide. !n22 it ac4uired the 5aewoo *ommercial Behicle *ompany of &outh Aorea. The reasons

behind the ac4uisition were *ompany's global plans to reduce domestic e"posure. Thedomestic commercial vehicle mar7et is highly cyclical in nature and prone to fluctuations inthe domestic economy. Tata $otors has a high domestic e"posure of P:C in the $*Bsegment and P8C in the light commercial vehicle %D*B segment. &ince the domestic

18
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commercial vehicle sales of the company are at the mercy of the structural economic factorsit is increasingly loo7ing at the international mar7ets. The company plans to diversify intovarious mar7ets across the world in both $*B as well as D*B segments.To e"pand the

product portfolio Tata $otors recently introduced the 3$T B Tata oad infrastructure was done through the over%JD> business which also includesthe 5aimler Danchester and >over brands Tata $otors became a major player in theinternational automobile mar7et. #n 0 $arch 228 Tata $otors reached an agreement with,ord to purchase their Jaguar Dand >over operations for @&/ billion. The sale wascompleted on June 228.

!n addition to the brands Tata $otors has also gained access to two design centres and twoplants in @A. The 7ey ac4uisition would be of the intellectual property rights related to thetechnologies.

8oi#t 9e#tures

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Tata $arco+olo released this low-floor bus in !ndia and now it is widely used as public

transport in 5elhi $umbai ;angalore and Duc7now Tata $otors has formed a 31R: joint

venture in bus body building with $arcopoloof ;ra9il. This joint venture is to manufacture

and assemble fully-built buses and coaches targeted at developing mass rapid transportation

systems.

The joint venture will absorb technology and e"pertise in chassis and aggregates from Tata$otors and $arcopolo will provide 7now-how in processes and systems for bodybuildingand bus body design. Tata and $arcopolo have launched a low-floor city bus which is widelyused by *hennai5elhi $umbaiDuc7now and ;anglore transport corporations.

Tata $otors also formed a joint venture with,iat and gained access to ,iatEs diesel engine

technology.S12Tata $otors sells ,iat cars in !ndia and is loo7ing to e"tend its relationship

with ,iat and !vecoto other segments. Tata has also formed several JB's with many small

companies in various countries around the world.

CURRENT POSITION OF TATA MOTORS

:;est in the manner in which we operate best in the products we deliver and best in ourvalue system and ethics.F Bision of Tata motors employ

Tata motors is the flag bearer of the !ndian manufacturing industry being the first !ndian

manufacturing company to have its own indigenously manufactured passenger car and beingthe first to ma7e forays into the global mar7et . !t is a showcase for the whole industry with

20
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22/73

the last two 4uarters of 22:-12. The commercial vehicle industry grew by 2.1C compared

to the decline of 10.C in 228-2:.

The passenger vehicle industry which had showed a decline of 2.3C in the previous year

grew by .8C in 22:-12.ith single digit inflation the monetary policies of the

overnment were rela"ed leading to a fair availability of vehicle finance in the mar7et albeit

at costs higher than the historical lows. ,uel costs remained fairly stable during the year

benefited by the stable international crude oil prices.

The 5+ grew by 0.C in 22:-12 as compared to preceding year. The commodity prices

also remained stable for most part of the year thereby 7eeping the input costs in chec7. (ll

these factors resulted in the !ndian automotive industry posting a significant and profitable

growth in 22:-12.*onsolidated ;alance &heet si9e %,i"ed (ssets !nvestments and net

current assets of the roup increased to >s.3?8?.12 crores as at $arch ?1 212 from

>s.60.10 crores as at $arch ?1 22:. The increase is attributable to capital e"penditure

for e"pansion and setup of new facilities and product development cost incurred by the

roup. s.?:10.0 crores. The increase is mainly in T$D.

There was decrease in


23/73

SWOT ANA!YSIS OF TATA MOTORS

STRENGTHS-

Tata motors e"cels when it come to innovation through intensive research and development .their ability to ma7e the least e"pensive car on mar7et. This innovation gives tata motors their

23


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main competitive adwantage .Tata motors products diversity grants them a competitive

advantage over their competitor because they can satisfy more mar7et and customer

needs.Tata motors is uni4ue in a way in which when it buys a company.Tata motors 7eeps the

orginal management of that company intact .The company that tata motors purchases will

loo7 e"actly the same in terms of management and organigationational structure as if wasnever purchased by Tata motors.

(nother strength that Tata motor possesss is high corporate responsibility.they donate a

portion of their profit from stoc7 increases towards a specific charity .Tata motors is very

eco-friendly company one of the goal of Tata to produce emission friendly car.this brought

the concept of an U air carVto reality.it is also a great car to have in highly polulated country

such as china india.There will always be something else to invent or improve on and Tata

motors is a prime e"ample of that.

+ost liberali9ation in order to e"pand rapidly the company adopted the route to jointventures %JB 1C sta7e in ispano *arrocera a &panish bus manufacturing company andintroducing its high-end inter-city buses in the country. ( 02C JB with ThailandEtata motorsis the flag bearer of the !ndian manufacturing industry being the first !ndian manufacturingcompany to have its own indigenously manufactured passenger car and being the first toma7e forays into the global mar7et .

!t is a showcase for the whole industry with world class process management techni4uesbeing incorporated . ;ut inspite of all this Tata motors have not been able to ma7e a dent inthe global mar7et neither in the passenger car mar7et and nor in the heavy commercialvehicles mar7et. (lthough it holds the nd position in the passenger car mar7et in !ndia its

increasingly feeling the heat from global competitors li7e yundai &u9u7i etc.in thedomestic mar7et too.

WEA;NESS


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car manufacturing. *onsumer will wonder how a car manufacturer can be in the mar7et for

12 year and produse the cheapest car out in mar7et.

Tata motors car sales in india are less than 1 million annually. This draw a problem because

tata motors may not get that the company hopes that is another wea7ness that tata motors

faces is within domestic mar7et.some consumer and pessimists in4uire as to how tata motors

can ma7e such a cheap car and withstanding a car accident or not just faling apart after hitting

something once.

OPPORTUNITIES-

#ne of the major #pportunities that tata motors faces is that as of right now 88C of china and

india adult population do not own carspartly because cars are costly and re4uire more

e"pense after purchased. &o the mar7et for a low priced car is huge which benifits tata motors

perfectly since they produce the lowest priced car on the mar7et. This is huge #pportunity for

tata motor because if they can get their feet into that mar7et of people that do not have cars

because they can not afford them. This demand for smaller car and is a great window of

#pportunity for Tata motors because not only are their small car but they are cheap and

environment friendly as well. #nce Tata motors entered in automobile in these country their

automobile sale will continue to raise.

THREATS-

Tata invented the cheapest car on the mar7et so every automobile manufacturer wants to

7now how tata did it. ead hunters are going to find out these valueable information and

ma7e it aviliable to their company. This is huge threat to tata motors because at first they had

a low competitionbut once other car manufacturer find out how they invented such a low

cost carand then these companies will jump on board and design their own line of low cost

automobiles. (nother threat is the whole point of their cars being made with chap and light

plastic.

The durability of these cars also is a point. (nother main concern with tata motors cheap cars

in india will adverse effect on pollution and global warming. ith more people driving cars

there will be more cars accidents and deathsas well as higher fuel lea7ed into environment

causing more pollution.

25


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27/73

The )ngineering >esearch *entre in +une was setup in 1:66 and is among the finest in thecountry. !t has been honoured with two prestigious awards - 'The 5&!> I5 )ffort in !ndustry - 1:::' and '


28/73

INTRODUCTION TO O%ERAI MOTOR

#berai motor has been promoted by &hri >a7esh #berai who is a part of &.D #berai groupengaged in auto mobile dealership in 5ehradun.!n the year 1:83 &hri >a7esh #berai initiated

28


29/73

the diversification of the familyEs mining business into automobiles dealership with the

franchise of 5*$ Toyota vehicle and then after added ;ajaj auto franchise in year 1:8:.!n

&eptember 1::1 he too7 over (iling industan $otors dealership of 5ee $otors pvt

limited.

#berai motor is a trusted name and leading organi9ation in the automobile trade in its region

now a day it became a esteemed organi9ation with having such a great strength of customer

in its region.The Tata passenger car dealership was awarded to #berai motors in


30/73

Tata Indica V2 Hatchbacks Compact 2,75,323

Tata Indica Vista Hatchbacks Compact 3,59,092

Tata Indigo Sedans Midsize 4,79,114

Tata Indigo CS Sedans Midsize 3,87,987

Tata Indigo Manza Sedans Midsize 4,95,931

Tata Indigo Marina Waons !ti"it# 4,93,597

Tata Indigo XL Sedans Midsize 5,$2,424

Tata Indigo e-CS Sedans Midsize 4,13,$$0

Tata Nano Hatchbacks Compact 1,15,337 Tata Safari S!%s Spo&ts $,81,019

Tata Sumo Grande MK II M!%s !ti"it# 5,89,17$

Tata Sumo Victa M!%s !ti"it# 5,4$,$09

Tata Xenon XT 'ick(ps !ti"it# 7,$9,4$8

Tata motors entered the passenger vehicles segment in 1::1 and now ran7s second in !ndia's

mar7et.The company formerly 7nown as Tata )ngineering and Docomotive *ompany began

manufacturing commercial vehicles in 1:3 with a 13-year collaboration agreement with

5aimler ;en9 of ermany. !t has since developed Tata (ce !ndia's first indigenous light

commercial vehicle Tata &afari !ndia's first sports utility vehicle Tata !ndica !ndia's first

indigenously manufactured passenger car and the


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Aorea &pain and the @A. !ts vehicles are e"ported to )urope (frica the $iddle )ast &outh

and &outheast (sia and &outh (merica.

Tt I#"i&

Tt I#"i&

"The Big... Small Car"and "More car per car,"

Manufacturer Tata Motors

Production 1998present

Class Supermini car

Layout FF layout

The Tt I#"i&is a hatchbac7automobilerange manufactured by Tata $otorsof !ndia. Themodels have also been e"ported to)urope(fricaand other countries since late in 22. !t isthe first passenger car vehicle from Tata $otors.

The Tata !ndica is also considered !ndia's first indigenously developed passenger car. (s of(ugust 228 more than :12222 !ndicas were produced. The annual sales of !ndica has beenas high as 16:2 units in 226-20 . *urrent monthly sales of !ndica is around 8222 units.

!n the @A abadge engineeredversion was imported by the$ >over roupand sold as the>over *ity>over.#ther popular foreign mar7ets include &outh (frica where the !ndica andthe !ndicab models %7nown as ; Dine are sold.

Histor( of Tt i#"i&

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#n ?2 5ecember 1::8 Tata $otors%previously called T)D*# introduced the most moderncar ever to be designed by an !ndian companyR

The !ndica. $ar7eted with slogans li7e "The ig!!! Sma Car"#" "More car #er car$"the ad campaign focused on roomy interiors and affordability. ithin a wee7 of its unveiling

in 1::: the company received 113222 boo7ings. !n two years the !ndica became thenumber one car in its segment.

+artly designed and developed by Tata $otors it is a five-door compacthatchbac7with a1. D petrolHdiesel !engine designated as 035D internally. This is a homegrown enginewhich is derived from the engine used by Tata in their line of pic7ups and &@Bs earlier butwith a reduced stro7e. The original engine was designated as 8?5D which stood for cylinder and 8? mm stro7e.

The !ndica offered options li7e air conditioning and electric windows which were previouslyrestricted to only upmar7et imported cars in !ndia. Three years later the !ndica was e"ported

to )uropean mar7ets for the first time and from 22? the !ndica was badge engineeredandsold in the @A as the >over *ity>over.

This vehicle ceased production in (pril 223 when $ >over went ban7rupt and did notresume production when new ownersover range in 220.

The outer body styling was done by !talian design house !.5).( !nstitute under contractfrom Tata $otors with heavy interaction with Tata's in-house design team. The enginehowever was indigenous.

Tata launched the !ndicain 1::8 the first fully indigenous passenger car of !ndia. Though

the car was initially panned by auto-analysts the car's e"cellent fuel economy powerful

engine and aggressive mar7eting strategy made it one of the best selling cars in the history of

the !ndian automobile industry.

( newer version of the car named !ndica B was a major improvement over the previous

version and 4uic7ly became a mass-favourite. Tata $otors also successfully e"ported large

4uantities of the car to &outh (frica.The success of !ndica in many ways mar7ed the rise of

Tata $otors.

ith the success of Tata !ndica Tata $otors aimed to increase its presence worldwide. !n22 it ac4uired the 5aewoo *ommercial Behicle *ompany of &outh Aorea.

Tt I#"i$o

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Te Tata Indigois a compact car manu!actured "y Tata Motors o! #ndia

Tata Indigo

T



Assembly $une% Maarastra% #ndia

Class &ompact car

I#"i$o >1221)st $e#ertio#?

!n 22 Tata introduced !ndia's competitive indigenous the !ndigo. 5esigned in-house it is a

sedan version of the Tata !ndica with which it shares a large number of parts. Daunched with

a Turbodiesel and +etrol engines (n intercooled 'T5!' )ngine and 5icor engines wereadded. ( minor redesign was done in 226 which added dual chamber headlamps and

different bumpers. !t was superseded by Tata !ndigo $an9a in 22:

I#"i$o Se"# >1221


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!n 22 Tata introduced !ndia's competitive indigenous sedan the !ndigo. 5esigned in-houseit is a sedan version of the Tata !ndica with which it shares a large number of parts. Daunchedwith a Turbodiesel and +etrol engines (n intercooled 'T5!' )ngine and 5icor engines wereadded. ( minor redesign was done in 226 which added dual chamber headlamps anddifferent bumpers. !t was superseded by Tata !ndigo $an9a in 22:.

Tt I#"i$o



Class Su"ompact car

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Related Tata #ndica

Designer #'()'* #nstitute

I#"i$o Mri# >122+ engine developed in-house. &ome features are powered front seats %driver and

passenger rear air conditioning console with separate controls all four power windows withauto power down function and car phone.$ore to add Tata !ndigo GD is also e4uipped withe"cellent high end characteristics li7e ? bit microprocessor 1?:6 cc 16 valve engine+ower of 122 +& %0 7 :: hp 22 mm %0.: in wheelbase ,uel tan7 capacity R D%:. impgal 11.1 @&gal

I#"i$o CS >122-


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There are three models each in petrol and disel version. !ndigo *& petrol has a 1. litre 63 +&%8 7 6 hp $+,! engine variant and a 1. litre T*!* engine for the diesel version. The!ndigo *& was initially launched with the !ndica rille and eadlights and with the !ndigo5ual chamber headlights and grille in 22:. ( 5i*#> option was also added.

!n 212 it received a new ;&- compliant *ommon rail *> engine and upgrades intechnology class and design under the name I#"i$o CS e1#" $e#ertio#?

Tt I#"i$o M#

Clss *ompact car

Wi"t7 102? mm %60.2 in

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r

Also &lle" The +eople's *ar

Pro"u&tio# 228Kpresent

Assembl( +antnagar@ttar7hand!ndiaS1

*harodi ujarat !ndia%since June 212S

Clss *ity car

!e#$t7 ?2:: mm %1.2 inS?

Wi"t7 1:3 mm %38.: in

Hei$7t 163 mm %63.2 in

Desi$#er irish agh Justin


39/73

Histor( of N#o

The introduction of the


40/73

212 )dison (wards first place in the transportation category

Tt Sfri

Tata Safari


Also called Tata (icor


Successor Tata Sumo

Class S+,

Length 4%650 mm -183'1 in.

Width 1%918 mm -75'5 in.

The Tt Sfriis an &@Bproduced by Tata $otorsof !ndia. !t is the first &@B to bedesigned developed and manufactured FentirelyF in !ndia

Histor( of Tt sfri

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The &@B was first released in 1::8 with a 1.:-litre Turbo 5iesel engine.The &afari wase"tensively modified in (ugust 223 which included the addition of a new ?-litre 5i*#>engine along with modified interiors and e"teriors. This ?-litre engine is the first dieselengine from Tata $otors with common rail technology. ( -litre petrol enginewas alsoadded to the range that same year. !t was this modified version that won the $otor ,orum's

*ar of the =ear for 220 in the &@B category. Boted by the users it beat out rivals such asthe Toyota >(B Dand >over ,reelander and onda *>B.

!n #ctober 220 Tata unveiled the .-litre &afari 5i*#> which had an increased poweroutput of 1? +& %123 A. ;ut it was shortly replaced by the more advanced 5i*#> . vtt%Bariable Turbine Technology engine which had a power output of 12 +& %12? 7 at222 rpm and a tor4ueoutput of ?2 %5i*#> standing for F5irect !njection *ommon >ail engineF ispowered by a ?222 cc inline-four cylinder engine that develops 116 +& %83 7 at ?222 rpmand ?22


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#ctober 3 220. !t has some improved interior features li7e two-tone upholstery and leatherseats. The high end version of the &afari comes with full safety features li7e airbags and (;&with );5. (dditional features li7e rear (* vents reversing camera 5B5 player with D*5screens in the front seats headrests and dimming lights too are also available as an option.,our-wheel drive options are available on )G G and BG variants which uses a ;org

arnershift on the flytransfer case.

T7ir" $e#ertio#

(n entire new &afari is due to be launched in 211.There is not much 7nown about the new&afari car but one thing is for sure that TataEs have not forgotten about it. (s we can see fromthe pictures the &@B is in its testing phase and will be in the showrooms somewhere in 211.

The 211 Tata &afari &@B will be based on its sibling (riaEs platform which will ma7e the

car more rigid and a better handler. The new model will also have lots of space and will beloaded with features such (;& (irbags *limate *ontrol etc.(s far as engine is concernedspeculation are that Tata will be bringing its proven .D BTT 5i*#> to this model aswell.The car is e"pected to be lighter than the outgoing model to ma7e it more fuel efficient.ith )uropean mar7ets in mind the car has been developed to comply by the )uroNot i# 'ro"u&tio#?

The Tt Sierr or the Tata &ierra Turbo was a three door sport utility vehicle produced byTata $otors of !ndia.!t was the first automobile to be designed and produced in !ndia. Thevehicle also forms the basis for 5* 5esign's (rya *oncept vehicle. The &ierra is powered bya 1.: litre turbodiesel. !nitially it had a naturally aspirated engine but later versions wereTurbocharged. The later version had distinguishable plastic fender flares and remodelled

headlamps based on the Tata )state. Tata used to provide 5 models on special re4uest.

The car was the first diesel vehicle to be accepted as a personal car in !ndia. !t featured somefirsts for !ndian cars such as adjustable steering. #ther features included power windows

power steering and a tachometer. +roduction ended in 1::8

Tt Sumo

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Tt Sumo is a multi-utility vehicle produced by !ndia's Tata $otors. The vehicle wasreleased in 1::0 and was one of the first passenger vehicles designed in !ndia. The &umoreceived an e"tensive facelift in 22 and was renamed the Sumo Vi&t in face of

competition from relatively modern competitors.

Tt sumo

Tata Sumo

M#uf&turer Tata $otors

Pro"u&tio# 1::Kpresent

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Assembl( !ndia

Clss $@B &@B%&umo rande

%o"( st(le>s? -door station wagon

E#$i#e>s? Bicta 5! R?.2D 5! Turbo

Bicta !5! R.2D !5!

The &umo is based on Tata $otors' 20 pic7-up platform and thus shared most of its othermechanics with other Tata vehicles li7e the Tata &ierra Tata )state Tata Tata mobile TataTelco line %TD and Tata 205!. !n 1:: the Tata &umo originally came with a 1:8ccnormally aspirated diesel engine. Dater an option of a turbocharged version of the sameengine was also offered. Tata &umo is a multi-utility vehicle produced by !ndia's Tata$otors. The vehicle was released in 1::0 and was one of the first passenger vehiclesdesigned in !ndia. The &umo received an e"tensive facelift in 22 and was renamed the&umo Bicta in face of competition from relatively modern competitors.

+rior to the &umo the !ndian mar7et had stagnated where the most modern vehicles in thesame class were from $ahindra and $ahindra primarily derived from the original illysJeep models. @pon release Tata &umo 4uic7ly captured a major segment of the utilityautomobile mar7et in !ndia.

S'&io

( no-frills version called the Tata &pacio is also available. !t is e4uipped with a ?222 cc 5!

diesel engine sourced from the popular D*B Tata 20. The prominent visual difference

was the presence of round headlamps instead of the rectangular lamps. ( soft top

version of the &pacio called the &pacio &T was also introduced for the rural mar7ets.

(fter the facelift the &pacio inherited the styling elements of the older Tata &umo. !n

220 the Bicta became available with the &pacio's ?222 cc engine. (nd in terms ofstyling the positioning of the spare wheel was changed from the rear tailgate to the

underbody of the vehicle. This model comes in 8 and 12 seater variants and is very

much popular with private transporters I contract ta"i vendors because of its lower

cost.

Sumo Vi&t

The new &umo Bicta released in 22 featured power windows power steering dual (*central loc7ing clear lens multi reflector head lamps crystal finish tail lamp cluster anti

glare #>B$& with electronic control remote 7eyless entry tachometers D*5 monitorsvoice warnings multiple trip odometers are all either standard or available options.

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Tata &umo rande 228-212Tata launched the Sumo Gr#"eon January 12 228powered with a new generation 22 cc 12 bhp %8: 7 1 +& 5!*#> %Direct InjectionCommon Rail engine. !t is named after the &umo due to its success. !t features completelydifferent body wor7. !t lies below the Tata &afari in Tata's product portfolio

Tt Wi#$er

Tata Winger



Class mini /an

Layout FF layout

"ngine#s$ 2'0 diesel#4

Length 4%520 mm -178'0 in.

4%920 mm -193'7 in.

The Tt Wi#$eris a van launched by Tata $otors in 220 !t based on the third-generation>enault Trafic van.

HISTORY

!n June 220 Tata $otors launched the Tata inger on a new platform along with the

passenger variant of the (ce named $agic. (ccording to Tata $otors Bice-+resident %salesand mar7eting $r &hyam $ani the company's objective is Fto change the way an average

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http://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Car_classificationhttp://en.wikipedia.org/wiki/Mini_vanhttp://en.wikipedia.org/wiki/Automobile_layouthttp://en.wikipedia.org/wiki/FF_layouthttp://en.wikipedia.org/wiki/Internal_combustion_enginehttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/Straight-4http://en.wikipedia.org/wiki/File:Tata_Winger_cargo.jpghttp://en.wikipedia.org/wiki/Automotive_industryhttp://en.wikipedia.org/wiki/Tata_Motorshttp://en.wikipedia.org/wiki/Car_classificationhttp://en.wikipedia.org/wiki/Mini_vanhttp://en.wikipedia.org/wiki/Automobile_layouthttp://en.wikipedia.org/wiki/FF_layouthttp://en.wikipedia.org/wiki/Internal_combustion_enginehttp://en.wikipedia.org/wiki/Diesel_enginehttp://en.wikipedia.org/wiki/Straight-4


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!ndian travels.F Tata $otors' two new vehicles $agic and inger will attempt to cater to thetwo ends of the light commercial passenger segment.

!t can seat : to 1? passengers comes with generous saloon space spacious headroom andlegroom and wide luggage space. +assenger comfort has been further enhanced with all

front-facing seats and depending on the variant will come with maga9ine poc7ets bottleholders spot lamps and grab handles besides provision for a music system.

Vri#t of Tt 6i#$er

The inger is being offered in si" variants and two seating configurations too. The top-endlu"ury flat roof air-conditioned variant is a ten-seater while the remaining five versions are

offered as either 1? or 1 seaters ta7ing the total number of variants to 11.

The fully enclosed body with moulded interior panels uni4uely placed fuel tan7 a seat beltfor every seat child loc7 fog lamps and a rear demister %compartment ventilation fan

provide complete safety and good comfort for all the passengers.

The inger is powered by a modified version of the .2 litre diesel engine that is currentlyoffered on the Tata &umo. This 1:8 cc engine comes with a turbo-charged inter-cooled%T*!* version in all the variants e"cept in the smaller length entry-level inger van. Thenon-turbo-charged version of the engine develops a pea7 power of 68 +& %32 7 compared

to the :2 +& %66 7 that the T*!* version puts out. The inger meets ;harat &tage !!!emission standards e"cept for the base variant which is ;&-!! compliant.

Tata $otors' two new vehicles $agic and inger are e"pected to cater to the two ends ofthe ta"i segment. FThe inger which is more spacious and a more refined product in termsof ride and handling and better seating comfort will attempt to wrestle mar7et share in the&taff %!T)&H ;+# employees transportation segments otel I !nter-urban Tourist segments(irport drop I pic7up etc while $agic will provide a more affordable travel in intra cityinter-village transportation and will create its own niche in the rural transportationF said$adhu + &ingh the product $anager&*B +assenger Tata $otors who played aninstrumental role in the launch and development of these two products was spea7ing to the

media here in +une today.

;oth the $agic and the inger are being launched nation-wide starting with $aharashtraand ujarat after which availability will be e"tended to other parts of the country in a phasedmanner. !t is priced at about >s .02 la7h %e"-showroom +une for the base version.

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Tata $otors Duc7now is one of the youngest production facilities among all the Tata $otors locationsand was established in 1:: to meet the demand for *ommercial Behicles in the !ndian mar7et.

UttrB7#"

The company has set up a plant for its mini-truc7 (ce and the passenger carrier $agic %based on the(ce platform at +antnagar in @ttara7hand.

S##"

Tata $otorsE plant for the Tata


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T&ti&s #" &tio#s

( mar7eting strategy can serve as the foundation of a mar7eting plan. ( mar7eting plancontains a set of specific actions re4uired to successfully implement a mar7eting strategy. ,ore"ampleR F@se a low cost product to attract consumers. #nce our organi9ation via our lowcost product has established a relationship with consumers our organi9ation will selladditional higher-margin products and services that enhance the consumer's interaction withthe low-cost product or service.F

( strategy consists of a well thought out series of tactics to ma7e a mar7eting plan moreeffective. $ar7eting strategies serve as the fundamental underpinning of mar7eting plansdesigned to fill mar7et needs and reach mar7eting objectives. +lans and objectives are

generally tested for measurable results.

( mar7eting strategy often integrates an organi9ation's mar7eting goals policies and actionse4uences %tactics into a cohesive whole. &imilarly the various strands of the strategy which might include advertising channel mar7eting internet mar7eting promotion and

public relations can be orchestrated. $any companies cascade a strategy throughout anorgani9ation by creating strategy tactics that then become strategy goals for the ne"t level orgroup. )ach one group is e"pected to ta7e that strategy goal and develop a set of tactics toachieve that goal. This is why it is important to ma7e each strategy goal measurable.

$ar7eting strategies are dynamic and interactive. They are partially planned and partiallyunplanned $ar7eting strategies may differ depending on the uni4ue situation of the(utomobile business. owever there are a number of ways of categori9ing some genericstrategies.

Strte$ies bse" o# mrBet "omi##&e- !n this scheme firms are classified based on theirmar7et share or dominance of an industry. Typically there are four types of mar7etdominance strategiesR

Deader *hallenger ,ollower


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+ioneers *lose followers Date followers

Gro6t7 strte$ies - !n this scheme we as7 the 4uestion Uow should the firm growZV.There are a number of different ways of answering that 4uestion but the most common givesfour answersR

ori9ontal integration Bertical integration 5iversification !ntensification

( more detailed scheme uses the categories

+rospector

(naly9er

5efender

>eactor

$ar7eting warfare strategies - This scheme draws parallels between mar7eting

strategies and military strategies

MrBeti#$ strte$( of Tt motors

Su&&ess ofte# le9es tr&es

$ar7eting strategies of T(T( motors is one of the most successful mar7eting strategies in

automobile industry. ;y loo7ing at the T analysis of Tata $otors you will 7now why

Tata $otors *ompany is able to produce more than million different types of vehicles such

as cars truc7s commercial vehicles [\etc since the company began in 1:3. $eanwhileTata $otors Dimited has also become the largest automobile producer in !ndia mar7et.

Tata $otors is an (utomobile *ompany in !ndia and is a very high earning company. !t'srevenues reportedly in the year 228-22: is 1 billion. ;ut it's achievements do not stopthere. !t is among the world's top automobile companies reportedly the th lagest truc7manufacturer. The 4uestion that many may as7 is Uhat can we learn from such a largecompany with such great profitsZV The age old statement U&uccess often leaves tracesV may

be appropriate to add in this junction.

ith ?222 employees what is notable in Tata $otors approach is the fact that it's mar7etingapproach is novel and founded on clear cut internet mar7eting guidelines. #ne only has to go

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to the Tata $otors website to find that it integrates multiple media outlets in it's mar7etingapproach. ,rom its use of flash to its slea7 webiste design the company uses what is essentialto great profits- innovation.

!nnovation is simply the proccess by which companies increase their profitability in the

mar7etplace by sta7ing out a position that other companies in the mar7et can't do. !t clearsout space in their prospect's mind as to what their company is able to offer them that no othercompany can.

,or Tata $otors- e"cellence in service and presentation- is the perception that comes to theprospect 's mind for others it may understanding a customer's family needs for a car.

)ssentially what Tata $otors has done is they've brought a new range of value to theirmar7et by bringing media and technology that have not been overemphasi9ed by theircompetitors so that they could carve out an unsha7able space in the minds of their customersand thus lead to increased sales.

Re&e#tl( use" N#o5s mrBeti#$ strte$(

Tata $otors has said that the


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+roduct ;randing and (dvertising

)very business started from 2 from no one 7nows it until everyone 7now it. (dvertising is

one of the most common ways to ma7e car buyer or car enthusiast aware of the new car with

special promotion price. (nother more important way of advertising is to create an image or

brand image. Ta7e ;$ N? for e"ample it was introduced in 1::6 and shortly the car has

been used in the famous James ;ond movie. This is similar to everse uide &ystemV. ( weather-proof

camera is fi"ed to the rear car to help the driver while reversing the car.

+ricing &trategy

There are various factors to determine a price of a car. These factors are such as mar7etcondition %it canEt be too low or too high with the prices of same vehicle fromcompetitors it has to be at par cost incurred to build a car profit by company dealer

profit.

iving discount every month and special promotion for certain type of vehicle also one of the

strong strategy use by Tata $otors. 5iscount can be made from *ompanyEs profit or from

dealerEs profit at certain range.

+lace

+lace of dealership does play an important role. The channel of distribution physical

location and dealership method of distribution and sales is generally adopted. The

distribution of vehicle must be in a very systematic way from the plant to dealership and to

end user. This is not only in !ndia itself but also to the world-wide dealership.

Mi#te##&e #" Su''ort

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(fter sales service is also another important mar7eting strategy for most of the car buyer to

choose for the right car. )nd user will not want to spend a lot of time to travel to a far place

just to service the car such as change engine oil oil filter and some simple chec7ing. +arts

and accessories must also easy to access when it is needed to 7eep the customer satisfy from

buying Tata cars until maintaining the car or even until they sell the car and change to a

newer Tata model.

#ne of Tata's biggest claims to fame is their Tata


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;e( 'eo'le $r. &hin9o evenue ]@&/.8 billion %22:

)mployees 6:2? S1

+arent &u9u7i $otor *orporation

Mruti SuuBi I#"i !imite"a subsidiary of &u9u7i $otor *orporation of Japan is !ndia'slargest passenger car company accounting for over 3C of the domestic car mar7et. Thecompany offers a complete range of cars from entry level $aruti-822 and (lto to stylishhatchbac7 >it9 ( star &wift agon-> )stillo and sedans 5Nire &G and &ports @tilityvehicle rand Bitara

!t was the first company in !ndia to mass-produce and sell more than a million cars. !t islargely credited for having brought in an automobile revolution to !ndia. !t is the mar7etleader in !ndia and on 10 &eptember 220 Mruti U"(o$ !imite"was renamed $aruti&u9u7i !ndia Dimited. The company's head4uarters are located in 5elhi

Mruti SuuBi Psse#$er &rs i# De7r"u#

Mruti A Str

Rs 03/13,*/< +3,+32*0)T(T!#< R-

>eferring to figure it can be concluded that ?1.38Cof people prefer alto1.23Cprefer

swift1.2 Cprefer indica1.23C prefer indigo1.8C prefer santro.

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K1?Do (ou 'refer "ri9i#$

a.+etrol car b. 5iesel car

CARS RESPONSE

PETRO! CARS .+*)

DIESE! CARS 0,2*

!+>)T(T!#< R-

6.:1C of people preferred driving petrol car and ?3.2: C preferred diesel car.

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K0?W7i&7 of t7ese &rs "o (ou 'referL

a.Two bo" b.Three bo"

*(>& >)&+#& 0.38C

T>)) ;#G *(>& 3.C

!+>)T(T!#< R-

0.38C people prefer buying two bo" car and 3.C people buying three bo" car.

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K+? W7i&7 of t7ese fetures (ou 6oul" es'e&ill( fo&us o# 67ile bu(i#$ &r

a.+rice b (vailability c Dow maintenance d$ileage

FEATURES RESPONSE

Pri&e ,0A9ilbilit( ,

!o6 mi#te##&e 1+

Mile$e )-

!+>)T(T!#


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M.3W7i&7 &om'#( is t7e best utomobile &om'#( i# De7r"u#L

a.T(T( b.$(>@T! &@N@A! c.=@)T(T!#@T! &@N@A! I 0C for =@


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M.6W7i&7 of t7ese &&or"i#$ to (ou 'ro9i"es t7e best fter sles ser9i&esL

a.T(T( b.$(>@T! &@N@A! c.=@

T(T( C

$(>@T! &@N@A! ?8C

=@)T(T!#@T! &@N@A! I 18C for =@


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K/? W7i&7 of t7ese 'ro9i"es etr be#efits 6it7 'ur&7si#$ #e6 &r

.T(T( b.$(>@T! &@N@A! c.=@eferring to figure it can be concluded that ?8Cof people prefer Tata ??C prefer swift:

Cprefer $aruti su9u7i1.23C prefer yundai.for e"tra benefits.

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CONC!USION

#n the basis of my study ! conclude that after $aruti &u9u7i cars Tata cars have second

largest share in 5ehradun automobile mar7et. Tata motors is an overall strong company that

has found strength and e"pansion through its parent company .Tata motor is producing very

economical less maintenance cars and customer are satisfied with after sealing services. Tata

cars has appreciated each and every sector in 5ehradun .Tata motor has captured all segment

of automobile mar7et in 5ehradun

The trend of Tata cars has spread out in 5ehradun city amoung youth .Tata nano is one of the

spar7ing product in all segment. There is a good scope of Tata motors in 5ehradun

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