CONTENTS Sl. NO. TITLES PAGE No. I. CHAPTER 1 Executive Summary Introduction Literature review Management Problem Research Problem Purpose of the study Scope of the study Objectives of the study 3 6 7 10 10 11 11 11 II. CHAPTER 2 Organization Profile Organization chart Sampling Research Design Data collection methods Measuring tools 12 27 48 49 50 51 III. CHAPTER 3 Result & discussion with Charts & graphs Findings Recommendation Conclusion 52 66 69 70 BABASAB PATIL 1
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A relook into the market of tata commercial vehicles project report
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CONTENTSSl. NO. TITLES PAGE No.
I. CHAPTER 1 Executive Summary Introduction Literature review Management Problem Research Problem Purpose of the study Scope of the study Objectives of the study
3671010111111
II.CHAPTER 2
Organization Profile Organization chart Sampling Research Design Data collection methods Measuring tools
122748495051
III. CHAPTER 3 Result & discussion with Charts & graphs Findings Recommendation Conclusion
52666970
IV CHAPTER 4
Appendix Questionnaire Bibliography
7174
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Chapter 1
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EXECUTIVE SUMMERY
A project report contains the marketing research on a Relook in to the market (a Tata
journey on the Bellad Canoe) of heavy commercial vehicles at Hubli city. It is effort by
the researcher to re-orient company’s strategies post liberalization. This study is entitled
as “A Relook into the Market, (A Tata Journey on Bellad Canoe) at Hubli city”.
This topic is concerned to their requirements as the Bellad Engineering (authorized dealer
of the Tata Commercial Vehicles (trucks)) want to know the awareness level and
demand for at Hubli and also to find the market to Tata Commercial Vehicles in Bellad
Engineering (P) Ltd in the liberalized era. The information is collected through structured
questionnaire that include all the requirements what the Bellad Engineering Pvt.Ltd
(truck Ltd) wanted.
The questionnaire was administered to the truck owners of the different company’s in
Hubli city.
DATA COLLECTION APPROACH:
The information necessary for this research study is collected by tapping primary and
secondary sources. The sources are as follows
Primary Sources:
a) Questionnaire
b) Personal interaction
Secondary Sources:
a) Company Websites
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b) Related Information from Internet
c) Company reports, Books and publications
SELECTION OF SAMPLE:
Sampling allows us to concentrate our attention upon relatively small number of people
and hence devote more energy to ensure that the information collected from them is
accurate.
1. Population: People from the city of Hubli
2. Sampling Frame: people who own heavy vehicles
3. Sampling Unit: Contractor, Transport agencies, builders
4. Sampling Size: 100
5. Sampling Method: convince random sampling
Method of Analysis
It involves a recorded observation into dissipate statement. The measurement and
evaluation of data is done in graphical representations, and using MS excel.
OBJECTIVES
1. To identify the factors which are influencing customer to buy a truck
2. To find its awareness level of customer regarding tata commercial vehical with
respect to other brands
3. To identify the consumer expectation towards new trucks from tata commercial
Vehicles at hubli city.
4. To find customer expectation from authorized dealers of Tata Commercial Vehicles (trucks).
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RECOMMENDATION
Local dealer should conduct demonstration and Test drives for existing truck
owners and potential customers.
Dealer should co-ordinate with company to conduct truck exhibition in local
market.
Create more awareness of the Bellad Engineering Pvt.Ltd and the micro-finance
facilities available for customers.
Bellad Engineering (P) Ltd should educate customer on vehicle maintains and
service etc.
CONCLUSION
The majority of the people are ready to purchase truck in future, there is demand
for trucks. Therefore Hubli is a market for Tata Commercial Vehicles (truck) so
the company and dealers should carry more promotional activities like giving ads
in News paper, local TV channel, and hoardings. Conduct more demos and free
test drive so that customer are satisfied with what they expect from new trucks.
LIMITATION:
Restricted sample size is 100
Survey is restricted to Hubli city
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The Rational
The project entitled “A report on Relook into the Market (A Tata Journey On The
Bellad Canoe at Hubli city”. This is in partial fulfillment requirement of MBA course in
Marketing under the banner of KLES Institute of Management Studies Hubli.
It was an opportunity to learn the practical aspects of industry. This topic selected
because The Tata Commercial Vehicles is into the commercial vehicle past half a
century, the Bellad Engineering Pvt.Ltd Hubli is the dealer of Tata Commercial Vehicles
they want to know the market post liberalization scenario into The Market of Tata
Commercial Vehicles (trucks).
This Study helps to the organization for the purpose of taking decision like how to
coup up with competition, understand what modification and augmentations to be made
in the product etc.
It helps the organization to re-gauge the customer perception in the globalize era
of competition.
This study will help the company to reconsider its segmentation Targeting &
positing strategies.
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LITERATURE REVIEW
The Hubli city located in the border of Karnataka state, and also has located on the
Highway of Puna and Bangalore. This city is very near to Puna and Bombay and also Goa. It
Have industries like Micro finish, KT Switch Gear, Tata Motor etc and many more. In this a
rea we can find big Transportation companies like Mujawar, Sait &Co, VRL and other small
Transports. So this is a big market for the heavy commercial vehicles.
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In the above graph we can find that the level of increasing the vehicles sales, last two
years growth is 48.75 lakh vehicles and 54.35 vehicles respectively for the year 2004 and
2005.
The vehicles demand is increasing at very high rate, due to easy finance facility,
declining loan interest rates and low taxes and duties. This study was made at Hubli City.
The market for the Hubli City is considered to be growing at a faster rate. Hence the
vehicle companies can find lot of customers.
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Market potential in the competitive era.
Market potential is the limit approached by market demand as industry marketing
expenditure approach infinity for a given marketing environment.
The phase “for a given market environment” is crucial. Consider the market
potential for automobiles in a period of recession versus a period prosperity. The market
potential is higher during prosperity.
Market analysts distinguish between the position of the market demand function
and movement along it. Companies cannot do anything about the position of the market
demand function, which is determined by the marketing environment. However,
companies influence their particular location on the function when they decide how much
to spend on marketing.
Company demand is the company’s estimated share of market at the alternative
levels of company marketing effort in a given time period. The company share of the
market demand depends on how its products, services, price, communications, and so on
are perceived relative to the competitors. If other things are equal, the company’s market
share would depend on the size and effectiveness of its market expenditures relative to
Competitors. Marketing model builders have developed sales response function to
marketing mix, and marketing effectiveness.
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Why the study
Tata Commercial Vehicles is the company is into Heavy Commercial vehicle in
the market past half a century. It is imperative to know the market and factor influencing
while buying trucks and awareness level with respect to other brands in the liberalization
Era of competition. Hence they want to study the Hubli is good market for changes in the
customer perception with reference to available of competitive product by other
manufacturer.
1) Post liberalization foreign giants like Man Force, Volvo, Eichers etc entering
markets.
2) They have lealest technology.
3) They have global brands
4) Customer perception has been changing with the advent of IT and flow of
information.
Thus the Statement of problem is as follows
“A RELOOK INTO THE MARKET (A TATA JOURNY ON THE BELLAD CENNOE)
AT HUBLI CITY.
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PURPOSE OF THE STUDY
The purpose of the study is to get practical knowledge and is to get experience
and also to know the various challenges that are faced in corporate world. This study also
helps to the organization for the purpose of taking decisions towards their target market
and to know what are the customer’s expectations from Tata Commercial Vehicles
products and thus formulate the strategies to meet the competition.
The main intention of choosing this topic is
To find the market changes for Tata Commercial Vehicles (trucks).
To identify the factors which are influencing customer to buy a truck
To know the awareness level with respect other brands
To identify the consumer expectation towards Tata Commercial Vehicles
SCOPE OF THE STUDY
The main important important purpose of study is to find the good market for Tata
Commercial Vehicles (trucks).The study is conducted in Hubli city included the customer
of Bellad Engineering(P) Ltd and also in different areas like transport companies and
Existing truck owners of different companies in Hubli city.
Decision making with regards to STP, product augmentation, competitive
Promotion strategy and after sales service. Because of the competitive scenario company
need data in order to come up with strategy related to STP.
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OBJECTIVES F THE STUDY
1. To identify the factors which are influencing the customers them to buy a truck
2. To find its awareness level with respect to other brands
3. To identify the consumer expectation towards new trucks
4. To find customer expectation from authorized dealers of Tata Commercial
Vehicles(trucks)
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Chapter 2
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ORGANIZATION PROFILE
Tata Motors Limited is India's largest automobile company, with revenues of Rs.
32,426 crores (USD 7.2 billion) in 2006-07. It is the leader by far in commercial vehicles
in each segment, and the second largest in the passenger vehicles market with winning
products in the compact, midsize car and utility vehicle segments. The company is the
world's fifth largest medium and heavy commercial vehicle manufacturer, and the
world's second largest medium and heavy bus manufacturer.
The company's 22,000 employees are guided by the vision to be "best in the
manner in which we operate best in the products we deliver and best in our value system
and ethics."
Tata Motors helps its employees realize their potential through innovative HR
practices. The company's goal is to empower and provide employees with dynamic
career paths in congruence with corporate objectives. All-round potential development
and performance improvement is ensured by regular in-house and external training. The
company has won several awards recognizing its training programmes.Established in
1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4
million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The
company's manufacturing base is spread across India - Jamshedpur (Jharkhand) in the
east, Pune (Maharashtra) in the west, and in the north in Lucknow (Uttar Pradesh) and
Pantnagar (Uttarakhand). A new plant is being set up in Singur (close to Kolkata in
West Bengal) to manufacture the company's small car. The nation-wide dealership,
sales, services and spare parts network comprises over 2,000 touch points. The
company also has a strong auto finance operation, TML Financial Services Limited,
supporting customers to purchase Tata Motors vehicles.
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Tata Motors, the first company from India's engineering sector to be listed in the
New York Stock Exchange (September 2004), has also emerged as an international
automobile company. In 2004, it acquired the Daewoo Commercial Vehicles Company,
Korea's second largest truck market. The rechristened Tata Daewoo Commercial
Vehicles Company has launched several new products in the Korean market, while also
exporting these products to several international markets. Today two-thirds of heavy
commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata
Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, with an option to acquire the remaining stake as well. Hispano's presence
is being expanded in other markets. In 2006, it formed a joint venture with the Brazil-
based Marco polo, a global leader in body-building for buses and coaches to
manufacture fully-built buses and coaches for India and select international markets.
Tata Motors also entered into a joint venture in 2006 with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the company's pickup
vehicles in Thailand. In 2006, Tata Motors and Fiat Auto formed an industrial joint
venture at Ranjangaon (near Pune in Maharashtra, India) to produce both Fiat and Tata
cars and Fiat power trains for the Indian and overseas markets; Tata Motors already
distributes and markets Fiat branded cars in India. In 2007, Tata Motors and Fiat Auto
entered into an agreement for a Tata license to build a pick-up vehicle bearing the Fiat
nameplate at Fiat Group Automobiles' Plant at Cordoba, Argentina. The pick-up will be
sold in South and Central America and select European markets.
These linkages will further extend Tata Motors' international footprint,
established through exports since 1961. While currently about 18% of its revenues are
from international business, the company's objective is to expand its international
business, both through organic and inorganic growth routes. The company's commercial
and passenger vehicles are already being marketed in several countries in Europe,
Africa, the Middle East, Australia, South East Asia and South Asia. It has assembly
operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal.
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The foundation of the company’s growth is a deep understanding of economic
stimuli and customer needs, and the ability to translate them into customer-desired
offerings through leading edge R&D. The R&D establishment includes a team of 1400
scientists and engineers. The company's Engineering Research Centre was established
in 1966, and has facilities in Pune, Jamshedpur and Lucknow. The ERC has enabled
pioneering technologies and products. It was Tata Motors, which developed the first
indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle
and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two
years of launch, Tata Indica became India's largest selling car in its segment. The ERC
in Pune, among whose facilities are India's only certified crash-test facility and hemi-
anechoic chamber for testing of noise and vibration, has received several awards from
the Government of India. Some of the more prominent amongst them are the National
Award for Research and Development Efforts in Industry in the Mechanical
Engineering Industries sector in 1999, the National Award for Successful
Commercialization of Indigenous Technology by an Industrial Concern in 2000, and the
CSIR Diamond Jubilee Technology Award in 2004.
The company set up the Tata Motors European Technical Centre (TMETC) in
2005 in the UK. TMETC is engaged in design engineering and development of
Company and Hispano Carrocera also have R&D establishments at Gunsan in South
Korea and Zaragoza in Spain.
The pace of new product development has quickened through an organization-
wide structured New Product Introduction (NPI) process. The process with its formal
structure for introducing new vehicles in the market brings in greater discipline in
project execution. The NPI process helped Tata Motors create a new segment, in 2005,
by launching the Tata Ace, India’s first indigenously developed mini-truck. The years
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to come will see the introduction of several other innovative vehicles, all rooted in
emerging customer needs. Besides product development, R&D is also focusing on
environment-friendly technologies in emissions and alternative fuels.
Through its subsidiaries, the company is engaged in engineering and automotive
solutions, construction equipment manufacturing, automotive vehicle components
manufacturing and supply chain activities, machine tools and factory automation
solutions, high-precision tooling and plastic and electronic components for automotive
and computer applications, and automotive retailing and service operations.
True to the tradition of the Tata Group, Tata Motors is committed in letter and
spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global
Compact, and is engaged in community and social initiatives on labour and
environment standards in compliance with the principles of the Global Compact. In
accordance with this, it plays an active role in community development, serving rural
communities adjacent to its manufacturing locations.
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AWARDS
CVBU Pune wins Rajiv Gandhi National Quality Award for 2007... PCBU bags Handa Golden Key Award... Tata Motors receives Uptime Champion Award 2007... Aggregates Business, CVBU, bags 'Best Supplier Award' from ECEL... 'NDTV Profit' Business Leadership Award... Tata Motors bags National Award for Excellence in Cost Management... Tata Motors' TRAKIT bags silver award for 'Excellence in Design'... Tata Motors Pune - CVBU has bagged the "Golden Peacock National Quality Aw... Tata Motors was awarded four prestigious honors, at the 'CNBC TV18- Autocar Au... Tata Motors chosen as India's Most Trusted Brand in Cars... Business Today selects Mr. P.P. Kadle as India's Best CFO in 2005... Pune Foundry Division bags prestigious Green Foundry Award... Tata Motors is 'Commercial Vehicle Manufacturer of the Year'... ACE bags 'Best Commercial Vehicle Design' at the BBC-Top Gear Awards.... Jamshedpur bags National Energy Conservation Award for the fourth consecutive ye... Tata Motors bags the prestigious' CII-EXIM Bank award' for business excellence... Tata Motors receives JRD QV awards for Business Excellence... 'Car Maker of the Year' Award for Tata Motors... Tata Motors is 'Commercial Vehicle Manufacturer of the Year'... TNS Voice of the Customer Award for Indica Diesel...
'CFO of the Year Award 2004' awarded to Mr. Praveen P Kadle, Executive Director -... Tata Motors wins the prestigious 'Corporate Platinum' Award at the India Manuf... Tata Motors wins 'Golden Peacock Award' for Corporate Social Responsibility...
Tata Motors CVBU Pune wins National Energy Award... Tata Motors - Jamshedpur wins 'Energy Efficient Unit Award'... Tata Motors wins the first CSIR Diamond Jubilee Technology Award... Tata Motors Training Division Wins "Golden Peacock National Training Award 2004"... Tata Motors Jamshedpur & Lucknow win awards... TATA MOTORS CASE STUDY WINS FIRST PRIZE IN IIIE PRODUCTIVITY CONTEST... TATA MOTORS WINS AWARD FOR FAIR BUSINESS PRACTICES... Tata Indica and Tata Safari EXi win awards... Tata Motors-Car plant gets two ISO certifications... Tata Motors bags awards at 14th National Convention of INSAAN... Indica and Safari win accolades... TATA MOTORS PUNE AWARDED SECOND PLACE IN NATIONAL LEVEL COMPETITION IN ENERGY CO... Tata Motors Receives "India's Best Employer" Award From The Employee... Tata Motors, CVBU, Pune has won the prestigious Handa Golden Key award institute... CVBU RECEIVES COMMENDATION CERTIFICATE FOR 'STRONG COMMITMENT TO TQM'... Tata Motors team wins The Runners Up Position at The Asian Business Simulation C... THE PRESTIGIOUS BALANCED SCORECARD COLLABORATIVE HALL OF FAME AWARD...
Tata Motors receives all India trophy for Top Exporters... Tata Indigo ad campaign wins Effie award... Golden Peacock Environment Management Award - 2003... Industry and Technology Award, 2002... Advertising Awards... Tata Indigo - Most Exciting New Car of the Year - ICICI Bank & Overdrive Awa... Tata Engineering - A Socially Responsible Corporate, says TERI... 'Prof. Vasant Rao Rolling Trophy' for Value Engineering - 2002... Tata Engineering was conferred Bharat Gaurav Puraskar... Best Value for Money Car of the Year - Tata Indigo CNBC Auto Car Auto Awards - 2...
'Voice of the Customer Award' for 'Best Diesel Small Car' - Tata Indica by NFO A... India CFO Award 2002... Tata Engineering bags INSAAN awards... National Best Training Establishment Award... Envirointernational... Good Corporate Citizen award... National Award for Successful Commercialization of Indigenous Technology... National Award for R&D Efforts... Regional Top Exporter's Trophy... Best Company Award at Workskills Competition... EEPC Award for Tata Engineering...
Mr. K C Girotra Vice President (Lucknow Works & FBV)
Mr. R S Thakur Vice President (Finance)
Mr. R R Akarte Vice President (ERC)
Mr. M V Rajarao Vice President (Manufacturing)
Mr. H K Sethna Company Secretary
TATA TRUCKS
Tata Trucks India is a division of Tata Motors, which is India’s largest commercial Vehicle manufacturer with a 59-per cent market share and ranks among the top six manufacturers of medium and heavy commercial vehicles in the world. Established in 1954, Tata Motors is India’s first engineering company to be listed in New York Stock
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Exchange.
Over the years, Tata Motors have made significant investments in many companies that facilitate and support its various business activities The Company’s manufacturing base is spread across Jamshedpur, Pune and Lucknow. It is supported by a nation-wide dealership, sales, services and spare parts network.
The company has over 130 models of light, medium and heavy commercial vehicles, buses ranging from 12 seaters to 60 seaters, tippers, special purpose vehicles, off-road vehicles and defence vehicles.
Tata products are : - Medium and Heavy Commercial Vehicles
Tata Novus
LPT 1615 TC Turbo Heavy -duty Truck
SE 1613 TC Turbo Truck
LPT 1613 TC Turbo Truck
SE 1613 Turbo Truck
LPT 1613 Turbo Truck
LPO 1613 TC Turbo Car Carrier
LPT 2515 TC Turbo Truck
LPT 2516 TC Intercooler Turbo Truck
LPT 2516 TC Turbo Heavy-duty Truck
SK 1615 TC Turbo Heavy-duty Tipper
LPK 1615 TC Turbo Heavy-duty Tipper
LPK 1615 TC Turbo Two-way Tipper
LPK 2516 TC Turbo Heavy-duty Tipper
LPS 3015 TC Turbo Tractor
LPS 3516 TC Turbo Tractor
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LPS 3516 TC Turbo LPG tanker
LPS 4021 TC Powerful vehicle for transporting heavy cargo
Intermediate Commercial Vehicles
LP 1109 Turbo Truck
LPT 1109 Turbo Truck
Light Commercial Vehicles
TL 4x4
Tata SFC 410 EX
Tata LPT 712 EX
Tata 207 DI EX- Single cab
Tata 207 DI - Single cab
Tata 207 DI - Crew cab
SFC 407 EX Turbo
SFC 407 Turbo Truck
LPT 709 E Turbo Container truck
LPT 407 Turbo Truck
SFC 709 E Aerial lift turbo Truck
Small Commercial Vehicles
Tata Ace
Buses
Tata Globus Coaches
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Tata Starbus Range
SFC 407 Turbo Mini Bus
LP 407 Turbo Mini Bus
LP 709 E Turbo Bus
LPO 1510 CGS bus
LP / LPO 1510
LP / LPO 1512 TC Turbo Bus
LPO 1610 TC RE Semi Low Floor
Bharat Stage - II Bus
LPO 1616 TC Luxury
Bharat Stage - II Bus
LP 1109 Bharat Stage II
Defence Vehicles
Tata 407 (4 x 4) Soft Top Troop Carrier
Tata 407 / (4 x2) Hard Top Troop Carrier
Tata LPTA 713 TC (4 x4)
Tata LPT 709 E Hard Top Troop Carrier
Tata SD 1015 TC (4 x4)
Tata LPTA 1615 TC (4 x 4)
Tata LPTA 1621 TC (6 x6)
Tata LPTA 1615 TC (4 x2)
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IN NEWS Tata Motors declared an 18% rise in quarterly profit at Rs 458 crs on 19th May
2006.
ENVIRONMENTAL RESPONSIBILITIES:
Tata Motors has led the Indian Automobile Industry’s Anti-Pollution efforts
through series of initiative in effluent and emission control. The company introduced
emission control engines in its vehicles in India before the norms was made statutory.
Modern effluent treatment facilities, soil and water conservation programs of the
environment and the creation of green belts.
EXPORTS:
Tata Motors vehicles are exported to over 70 countries in Europe, Africa, South
America, Middle East Asia and Australia. The company has also assembly operations in
Malaysia, Bangladesh, Kenya, South Africa and Egypt.
LOCATION:
Tata Motors has manufacturing plants at Jamshedpur, Pune, Lucknow and
Dharwad as well as integrated national sales, services and spares parts network that is
focused on providing users with easy access services solutions.
COMPANY PROFILE
BELLAD ENGINEERING (P) LTD.
BELLAD ENGINEERING (P) Ltd is a multi franchise automobile dealership
based at Hubli servicing the North Karnataka. The Bellad Group with a standing of more
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than three decades in Automobile industry established their prestigious commercial
vehicles Dealership in the year 2007
Ideally located on Hubli Dharwad highway the dealership can boast of a spacious
4000 sq ft. and well lit showroom with Sample frontage. The showroom has the complete
range of commercial vehicles for display and test drive and professional and trained sales
staff always eager to serve and delight our value customers.
The service center with an area of 6000 sq ft has two post lifts, pneumatic tools,
computerized wheel alignment and wheel balancing machines and a most modern paint
booth which can handle any make of car. The service personnel highly trained and
professional with up to date knowledge owing to the groups policy of implementing
continuous learning programs. A 24 hours emergency road service attached to the service
division is always on call and is a confidence booster to our customer.
The parts center in an area of 2000 sq ft is well stocked and has a wide range of
accessories to suit the varying needs of our customers.
The dealership with its professional management looks forward to their growth by
focusing on customer centric and value added offers to their customers. Bellad
Engineering (P) Ltd with their network of branches at Bagalkot and Karwar are striving