A PROJECT REPORT ON
TATA MOTORS IN CONTEXT WITH ABHISHEK MOTORS SILPUKHURI, GUWAHATI
SUBMITTED PARTIAL FULFILMENT FOR THE AWARD OF DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION UNDER GUAHATI UNIVERSITY.
Session 2011-2012 SUBMITTED BY:- DR MAHESH KALITA INDRAJIT
B.B.A 5TH SEMESTER GUIDED BY :-
ROLL NO 98/09 MR.ARINDAMCHAKRABORTY
B.BOROOAH COLLEGE B.BOROOAH COLLEGE
DECLARATION I Indrajit Konwar student of fifth semester at
B.Booruah College here by declare that these research report under
the title Marketing Strategy of TATA Motors is the record of my
original work under the guidance of Arindam Chakraborty B.B.A .
These report has never been submitted any where for award of any
degree or diploma.
DATED: 31/10/2011 INDRAJIT KONWAR PLACE: GUWAHATI B.B.A 5TH
ROLL NO: 98/09 B.BOROOAH COLLEGE
Certificate This is to certify that INDRAJIT KONWAR a student of
B.B.A fifth semester at our institute under my guidance and
supervision he had carried out the research project under title
Marketing Strategy Of TATA Motors This research report is the
original one. Place: Date:
Acknowledgement Perhaps the most awaited moment of any endeavor
in its successful competition of their project report cases study
having worked on her project for the whole academic session. I
would like to express my sincere gratitude to all those who made it
possible. Firstly I am heartily thankful to my guide arindam
chokraborty of the B.B.A department under whose able guidance. I
had the privilege to work and who guided at every stage. I take
this opportunity to express my sincere gratitude to our principle
for being guide of philosopher throughout B.B.A program. I shall be
failing in my duty if I dont express my deep sense of gratitude to
all my friends and the relatives who have share their valuable time
and helped me directly or indirectly in the preparation of their
project . At the end last but not the least; I would like to thanks
the other staff and non staff member of this college.
Indrajit Konwar BBA 5TH SEM
Preface The topic chosen by me for my project is Marketing
Strategy of Tata Motors In reference to Abhishek Motors. At present
Tata is market leader in the Indian market in four wheeler segment.
Today there are various companies coming in Indian and these
certainly will exist a cutthroat competition in these field. I have
chosen a Tata motors as a topic essence of my project .today four
wheeler consumer due to new manufacturing entrant has started
getting a wide choice while buying one these gave to considered the
facility provided by the four wheeler the price ,mileage ,
maintenance and service etc. while buying a four wheeler A normal
customer is quit puzzled and faces for an uneven some time huge
problems in deciding which vehicle to buy. I realized the problem
and decide to take these up as the challenge and provide answer to
as the requirement of The Tata motors.
INDEX Page no:
Chapter -1 Chapter-2 Chapter-3 Chapter-4 Chapter-5 Chapter-6
Chapter-7 Chapter-8 Chapter-9 Chapter-10
Introduction Historical back ground Current scenario Company
profile Products of company Marketing strategy Current facts
Outlook of industry Global operations Consumer buying behavior
Consumer buying decision process Characteristics of buying behavior
Problem definition Scope of study Limitation of study Object of
study Customer satisfaction Questionnaire Research methodology
Findings and suggestion SWOT Analysis of Tata motor Future of
automobile in economy June 2009 domestic sales report Inflation
effect on car market Bibliography
8-14 15-20 21-24 25-27 28-32 33-35 36-50 51-52 53-59 60
Introduction India is an emerging country with huge potential.
The domestic economy is now growing at around 9-10% per annum and
Indias importance in global terms is being reinforced by rapidly
rising exports and domestic consumption. At a time when numbers of
a slowdown and overheating in the Indian economy have started
gaining momentum, the Indian rupee sprang a surprise by pushing the
GDP figure past the trillion-dollar (42,00,000 crore) mark. The
automotive industry is at the center of Indias new global dynamic.
The domestic market expanding rapidly as incomes rise and consumer
credit becomes more widely available. Manufacturers product lines
are being continually expanded, as is the local automotive
manufacturing base. Expectation are high that India can develop as
a global hub for vehicle manufacturers and as an outsourcing center
that offers the global automotive industry solution high up the
automotive value chain.
India eyes 25 million automotive jobs. India's GDP is set to
double over the next decade In percentage terms, the automotive
should also double. In dollar terms, the sector's contribution
is set to quadruple
to some $145bn
With the worlds second largest and fastest-growing population,
there is no denying Indias potential in both economic and
population terms and the effect it will have on the auto industry
in the years to come. The country is already off to a good start,
with a well-developed components industry and a production level of
1 million four-wheeled vehicles a year, plus a further 5 million
two- and three-wheelers.
Historical back ground In India there are 100 people per
vehicle, while this figure is 82 in China. It is expected that
Indian automobile industry will achieve mass motorization status by
2014. Since the first car rolled out on the streets of Mumbai (then
Bombay) in 1898, the Automobile Industry of India has come a long
way. During its early stages the auto industry was overlooked by
the then Government and the policies were also not favorable. The
liberalization policy and various tax reliefs by the Govt. of India
in recent years has made remarkable impacts on Indian Automobile
Industry. Indian auto industry, which is currently growing at the
pace of around 18 % per annum, has become a hot destination for
global auto players like Volvo, General Motors and Ford. A well
developed transportation system plays a key role in the development
of an economy, and India is no exception to it. With the growth of
transportation system the Automotive Industry of India is also
growing at rapid speed, occupying an important place on the
'canvas' of Indian economy. Today Indian automotive industry is
fully capable of producing various kinds of vehicles and can be
divided into 03 broad categories: Cars, two-wheelers and heavy
The first automobile in India rolled in 1897 in Bombay.
India is being recognized as potential emerging auto market.
Foreign players are adding to their investments in Indian auto
Within two-wheelers, motorcycles contribute 80% of the segment
Unlike the USA, the Indian passenger vehicle market is dominated
by cars (79%).
Tata Motors dominates over 60% of the Indian commercial vehicle
2/3rd of auto component production is consumed directly by
India is the largest three-wheeler market in the world.
India is the largest two-wheeler manufacturer in the world.
India is the second largest tractor manufacturer in the
India is the fifth largest commercial vehicle manufacturer in
The number one global motorcycle manufacturer is in India.
India is the fourth largest car market in Asia - recently
crossed the 1 million mark.
FOUNDATION - The seeds of what would mature and become today's
Tata group were laid long years before India became independent.
CONSOLIDATION - The Tata group ventured into new areas and built on
the foundations, in spite of the restraints imposed by a controlled
economy. LIBRILISATION -The Indian economy unleashed a period of
remarkable growth for the Tata group, in India and worldwide.
FIVE CORE VALUES OF TATA
The Tata Group has always sought to be a value-driven
organization. These values continue to direct the Groups growth and
businesses. The five core Tata values underpinning the way we do
Integrity: We must conduct our business fairly, with
honesty and transparency. Everything we do must stand the test
of public scrutiny.
Understanding: We must be caring, show respect,
compassion and humanity for our colleagues and customers around
the world, and always work for the benefit of the communities we
Excellence: We must constantly strive to achieve the
highest possible standards in our day-today work and in the
quality of the goods and services we provide.
Unity: We must work cohesively with our colleagues
across the Group and with our customers and partners around the
world, building strong relationships based on tolerance,
understanding and mutual cooperation.
Responsibility: We must continue to be responsible,
sensitive to the countries, communities and environments in
which we work, always ensuring that what comes from the people goes
back to the people many times over.
The growth of the Indian middle class along with the growth of
the economy over the past few years has attracted global auto
majors to the Indian market. Moreover, India provides trained
manpower at competitive costs making India a favored global
manufacturing hub. The attractiveness of the Indian markets on one
hand and the stagnation of the auto sector in markets such as
Europe, US and Japan on the other have resulted in shifting of new
capacities and flow of capital to the Indian automobile industry.
According to the International Yearbook of Industrial Statistics
2008 released by United Nations Industrial Development Organization
(UNIDO), India ranks 12th in the list of the worlds top 15
INDIAS LARGEST BUSSINESS GROUP DIVERSE BUSSINESS IN 7 SECTOR
INTERNATIONAL INCOME 61%OF GROUP REVENUE OPERATION IN OVER 80
COUNTRIES PRODUCT AND SERVICES EXPORED IN 85 COMPANIES LARGEST
EMPLOYER IN PRI VATE SECTOR OVER 300,000 GROUP REVENUE FY09 :
251,543 CR/ $62.5 bn
Tata Motors is Indias largest automobile company. Its revenue in
2008-2009 was Rs 24,000 crore (U.S.$ 6.4 billion).It is the leader
in commercial vehicles in each segment and the second largest in
the passenger vehicles market ,with winning products in compact,
mid-size car and utility vehicle segment. The company is the worlds
fifth largest medium and heavy commercial vehicle manufacturer and
the worlds second-largest medium and heavy bus manufacturer. The
companys 29,600 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 Established in 1945, Tata
Motors presence extends across the length and breadth of India.
Over 3.5 million Tata vehicles have driven on Indian roads since
the first one rolled out on 1954.The companys manufacturing base is
spread across multiple plants, supported by a nationwide
dealership, sales and services and spare parts network comprising
of about 1,200 touch points. The company also has a strong auto
finance operation, Tata Motors Finance for supporting customers in
purchasing Tata Motors vehicles
The largest passenger automobile and commercial vehicle
manufacturing company of India Tata Motors Limited, was formerly
called TELCO (TATA Engineering and Locomotive Company), has its
headquarters in Bombay, now Mumbai, India. Established in 1945,
listed on the New York Stock Exchange in 2004 has created Rs. 320
billion wealth and was one of the top 10 wealth creators in India,
with manufacturing facilities in the towns of Jamshedpur, Lucknow,
and Pune. This company was founded by Jamshetji Tata and is run by
Ratan Tata under the flagship company known as Tata and sons group.
He commands 22000 employees working in three plants as well as
other regional and zonal offices across the length and breadth of
India. Tata motors passenger cars still need to reach acceptable
international requirements. The company commands an imposing 65%
share of the domestic commercial vehicle market and is trying to
modernize this segment. The financial business of Tata motors was
separated into a subsidiary company in sep. 2006, where it recorded
a strong financial performance during the last 5 year period. From
year 2005-2009, the profits of the company went up at a CAGR of
36.4%, to attain Rs. 331, 525 million in 2008from Rs. 95, 731
Million in 2003. By floating two rights issues at the end of Sep
2009 Tata Motors Ltd expected to raise Rs 4, 150 crores. They are
offering one ordinary share valued at Rs. 340 every six shares
expecting to net Rs. 2.90 Crores, the so called A share would have
different voting and dividend rights, for every such 6 shares held
at a face value of 305 would raise Rs. 1.960 Crores, these proceed
would be utilized for an early repayment of the short term funding
of 2.3 Billion $ (Rs. 10,189 Crores) Borrowed for Acquisition of
jaguar and Land Rover from their principle The Ford Motor
As TATA MOTORS is regarded as one of the best fuel efficient
cars. Hence I conducted a study on the consumer perception about
small cars. Firstly, I took three brands of small cars; Zen
Indica and Santro for a comparative study of small car segment.
Later I went through the process of filling the questionnaires, to
know exactly what the customers of small cars perceived about their
cars. Tata motors were established on September 1, 1945, originally
for the manufacture of Steam Locomotives at Jamshedpur. All the
cars taken for the sample showed that the consumers perceived them
as almost same in all the attributes like safety, comfort and
luxury. But, at the end the research was limited due to small
sample size, small sample area and time constraints.
TELCO (TATA Engineering and Locomotive Company) Multinational
Corporation. Headquarters in Mumbai. India's largest passenger
commercial vehicle manufacturing company. World's 19th largest
automaker. Sales: 19,654.41cr. Stock price: Rs. 347
In 1969 Tata motors had become an independent producer of Medium
Commercial Vehicles. It had also developed the capability of
designing, testing and manufacturing such vehicles.
Leading commercial vehicle manufacturer and has significant
presence in the multi-utility and passenger car segments. With the
Launch of Tata Indica, a Euro 2 compliant vehicle is the countrys
first indigenously designed, developed and manufactured passenger
car. With the launch of Tata nano, Tata has penetrated the market
to its extreme by making a car available for Rs. 132000 only. This
is the cheapest car in India till date and with the announcement of
its diesel variant it has made potential buyers to eagerly wait for
Products of TATA Motors
 Passenger cars and utility vehicles
 Military vehicles
 Concept vehicles
2000 Aria Roadster 2001 Aria Coupe 2002 Tata Indica 2002 Tata
Indica 2004 Tata Indigo Advent 2005 Tata Xover 2006 Tata Cliffrider
2007 Tata Elegante 2009 Tata Prima
The introduction of the Nano received media attention due to its
targeted low price. The car is expected to boost the Indian
economy, create entrepreneurial-opportunities across India, as well
as expand the Indian car market by 65%. The car was envisioned by
Ratan Tata, Chairman of the Tata Group and Tata Motors, who has
described it as an eco-friendly "people's car". Nano has been
greatly appreciated by many sources and the media for its low-cost
and eco-friendly initiatives which include using compressed-air as
fuel and an electric-version (E-Nano). Tata Group is expected to
mass manufacture the Nano, particularly the electric-version, and,
besides selling them in India, to also export them worldwide.
Critics of the car have questioned its safety in India (where
reportedly 90,000 people are killed in road-accidents every year),
and have also criticized the pollution that it would cause
(including criticism by Nobel Peace Prize winner Rajendra
Pachauri). However, Tata Motors has promised that it would
definitely release Nano's eco-friendly models alongside the
gasoline model. The Nano was originally to have been manufactured
at a new factory in Singur, West Bengal, but increasingly violent
protests forced Tata to pull out October 2008. Currently, Tata
Motors is reportedly manufacturing Nano at its existing Pantnagar
(Uttarakhand) plant and a mother plant has been proposed for Sanand
Gujarat. The company will bank on existing dealer network for Nano
initially. The new Nano Plant could have a capacity of 500,000
units, compared to 300,000 for Singur. Gujarat has also agreed to
match all the incentives offered by West Bengal government.
Currents facts Today Advertising is one of the most common ways
to make car buyer or car enthusiast aware of the new car with
special promotion price. Another more important way of advertising
is to create an image or brand image. Take BMW Z3 for example, it
was introduced in 1996 and shortly the car has been used in the
famous James Bond movie. Over the years Tata Motors have been
successful in creating their brand image. The packaging,
innovations, and quality control. Tata Motors provide many
innovative features to attract car lover. One of these innovations
is the Tata Safari 4X4 Dicor that has Reverse Guide System. A
weather-proof camera is fixed to the rear car to help the driver
while reversing the car. There are various factors to determine a
price of a car. These factors are such as market condition (it cant
be too low or too high with the prices of same vehicle from
competitors, it has to be at par), cost incurred to build a car,
profit by company, dealer profit. Giving discount every month and
special promotion for certain type of vehicle also one of the
strong strategy use by Tata Motors. Discount can be made from
Companys profit or from dealers profit at certain range. Place 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 India itself but
also to the world-wide dealership.
OUTLOOK OF INDUSTRY
The industry witnessed a change in demand dynamics in last few
years. The demand for LCVs in the 35.2 tones is witnessing a surge
while demand for semi-trailers in 26.4 to 35.2 tones segment is
suffering. This structural shift in demand dynamics is due to the
evolution of Hub & Spoke model of distribution, which is now
adopted by transportation players because of improved road
infrastructure and also the ban on trucks in many cities by the
authorities to tackle the traffic congestion issues. According to
the Hub & Spoke model, HCVs plying over the highways to
transport goods to different states and districts, while MCVs are
used in distributing goods to different cities and the last leg of
distribution in intra city is done by using
GLOBAL OPERATIONS Tata Motors has been aggressively acquiring
foreign brands to increase its global presence. Tata Motors has
operations in the UK, South Korea, Thailand and Spain. Among them
is Jaguar Land Rover, a business comprising the two iconic British
brands that was acquired in 2008. Tata Motors has also acquired
from Ford the rights to three other brand names: Daimler,
Lanchester and Rover. In 2004, it acquired the Daewoo Commercial
Vehicles Company, South Koreas second largest truck maker. 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, giving it
controlling rights of the company. Hispanos presence is being
expanded in other markets. On Tata's journey to make an
international foot print, it continued its expansion through the
introduction of new products into the market range of buses
(Starbus & Globus) as well as trucks (Novus). These models were
jointly developed with its subsidiaries Tata Daewoo and Hispano
Carrocera. In May, 2009 Tata unveiled the Tata World Truck range
jointly developed with Tata Daewoo. They will debut in South Korea,
South Africa, the SAARC countries and the Middle-East by the end of
2009. 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 has expanded its production and
assembly operations to several other countries including South
Korea, Thailand, South Africa and Argentina and is planning to set
up plants in Turkey, Indonesia and Eastern Europe. Tata also
franchisee/joint venture assembly operations in Kenya, Bangladesh,
Ukraine, Russia and Senegal. Tata has dealerships in 26 countries
across 4 continents. Though Tata is present in many counties it has
only managed to create a large consumer base in the Indian
Subcontinent namely India, Bangladesh, Bhutan, Sri Lanka and
Nepal and has a growing consumer base in Italy, Spain and South
Africa. The Government of India announced an automobile policy in
December 1997. The policy required majority-owned subsidiaries of
foreign car firms to invest at least US$50 million in equity if
they wished to set up manufacturing projects in India. It also
forced them to take on export obligations to fund their auto part
imports and required them to submit to a schedule for increasing
the share of locally made parts in their cars. Mere car assembling
operations were not welcomed. An Indian cabinet panel will soon
consider a new automobile policy that aims to set fresh investment
guidelines for foreign firms wishing to manufacture vehicles in the
country. Investments in making auto parts by a foreign vehicle
maker will also be considered a part of the minimum foreign
investment made by it in an auto-making subsidiary in India. The
move is aimed at helping India emerge as a hub for global
manufacturing and sourcing for auto parts. The policy sets an
export target of $1 billion by 2005 and US$2.7 billion by 2010. The
policies adopted by Government will increase competition in
domestic market, motivate many foreign commercial vehicle
manufactures to set up shops in India, whom will make India as a
production hub and export to nearest market. Thus Tata Motors CV
will have to face tough competition in near future, which might
affect its growth negatively.
Consumer Buying Decision Process There are following five stages
in consumer buying decision Process.
1. Problem identification:- The buying process starts when the
buyer recognizes a problem or need. The need can be triggered by
internal or external stimuli. Marketers need to identify the
circumstances that trigger a Particular need. By gathering
information from a number of consumers, Marketers can identify the
most frequent stimuli that spark an interest in a product category.
They can then develop marketing strategies that trigger consumer
2. Information Search:- The consumer tries to collect
information regarding various products/service. Through gathering
information, the consumer learns about completing brands and their
features. Information may be collected form magazines, catalogues,
retailers, friends, family members, business association,
commercial, chamber of commerce, telephone directory, trade fair
etc. Marketers should find out the source of information and their
relative degree importance to the consumers.
3. Evaluation of alternative:- There is no single process used
by all consumers by one consumer in all buying situations. There is
several First, the consumer processes, some basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the
product solutions. The marketer must know which criteria the
consumer will use in the purchase decision.
4. Choice of purchasing decision:- From among the purchase of
alternatives the consumer makes the solution. It may be to buy or
not to buy if the decision is to buy. The other additional
decisions are: Which types of bike he must buy from whom to buy a
bike? How the payment to be made? And so on. The marketer up to
this stage has tried every means to influence the purchase
behavior, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice
set. The consumer may also form an intention to but the most
5. Post Purchase Behavior:- After purchase the product, the
consumer will experience the same level of product. The Marketers
job not end when the product is buying must monitor post-purchase
satisfaction, post-purchase action, post-purchase use and
Post Purchase Satisfaction:- The buyer, S satisfaction is a
function of closeness between the buyer, S expectation and the
products Perceiver performance. The larger the gap between
expectation and performance, the greater the consumer
dissatisfaction. Post purchase Action:- The Consumer, S
satisfaction or dissatisfaction with the product influence
subsequent behavior. If the consumer satisfied, he or she will
exhibit a higher probability of purchasing the product again.
Dissatisfaction consumer may abandon and return the product.
Post-Purchase Use or Disposal:- The marketer should also monitor
new buyers use and dispose of the product. If the consumer store
the product in a close, the product is probably not very
satisfying. If the consumer throws the product away, the marketer
needs to know how they dispose of it; especially it can be hurt the
Characteristic of Buyer Behaviors
The chief characteristics of the buyers behaviors are as
Follow:- (1) It consists of mental and physical activities
consumers undertake to get goods and services and obtain
satisfaction from them.
(2) It includes both observable activities such as walking
through the market to examine merchandise and making a purchase and
mental activities-such as forming attitudes, perceiving advertising
material, and learning to prefer particular brands.
(3) Consumer behaviors are very complex and
dynamic to constantly changing. And therefore, management need
to adjust with the change otherwise market may be lot.
(4) The individuals specific behaviors in the market
place is affected by internal factor, such as need , motives,
perception, and attitudes, as well as by external of environment
influences such as the family social groups, culture, economics and
PROBLEM DEFINATION SCOPE OF STUDY
OBJECTIVE OF STUDY
LIMITATIONS OF STUDY
PROBLEM DEFINATION Consumer says something and does something.
There are many companies manufacturing motorcycles into the market,
at the same time as there are many companies manufacturing
motorcycles, idea about thinking of customer on whether, what, how,
and for whom to purchase the CAR. Therefore, research is required
to measure present consumer buying behavior at the purchase of TATA
cars. So the researcher problem is to identify what are the
criteria that prospective customer takes into consideration before
buying the cars.
SCOPE OF STUDY (1)The main scope of the study is depend to
consumer response (2) It also analysis the benefits accruing to the
company as a result of those service. (3) This study has been made
to find the level of satisfaction the Customer has regarding the
service provider by car place.
Limitations of study
(1) When the buyers are busy we cant get accurate data from
(2) According to the time limit of our project we can cover only
the some area.
(3) During survey some respondents may not give answer in proper
OBJECTIVES OF STUDY
(1) To know market position of Tata automobile in the
(2) To know consumer behavior for purchase of
Questionnaire Questionnaire is a source of Primary Data. It is a
simple way to collect data from general public Multiple choice
questions were given to the
respondents and they were asked to fill their opinion.
The data was then analyzed and inferences were drawn on that
Sample of a questionnaire
2. WHICH tata VEHICLE DO YOU prefare?
3. DID YOU RIDE SOME OTHER VEHICLE BEFORE THIS? YES NO 4. WHAT IS
YOUR EXPERIENCE FROM THE PREVOIUS VEHICLE?
SATISFIED NOT SATISFIED
5. WHICH IS THE MOST ESSENTIAL THING YOU PREFER WHILE BYING
VEHICLE? PRICE MILEAGE POWER STEERING OTHERS 6. DOES TV AD APPEAL
YOU? YES NO 7. DO YOU LIKE TV PROGRAMMES ON CAR? YES NO
8. DOES BRAND VALUE AFFECT YOUR DECISION ON BUYING VEHICLE? YES
Research methodology Research Methodology: The data for the
project was collected from malls, customers at showrooms, markets
and from public also. Sample Size: Sample size of 60 was taken
based on convenient Simple Random Sampling. Research Tools: The
data was collected through Survey Questionnaire Method. Data
Collection: Data was collected through the following:-
Primary sources: Questionnaire from General public
Secondary Sources: Magazines, newspapers, Internet.
ANALYSIS Sample size 40
Respondents: Owners of aria 6
Owners of Indica 15
Owners of nano 10
Owners of Manza-9
Which companys vehicle you prefer Cars No. of
Tata 50 50% Chevrolet 22 22% Ford 20 20% Volkswagen 8 8% Total
From that it was found that:-
50 people prefer Tata. 22 people prefer Chevrolet. 20 people
prefer Ford. 8 people prefer Volkswagen.
Tata Chevrolet Ford Volkswagen
Which car you prefer to own? Cars No. of Respondent Percentage
Tata Nano 36 36% Tata Aria 14 14% Tata Indica 40 40% Tata Indigo 20
20% Total 100 100%
From that it was found that:-
36 people prefer Tata Nano. 14 people prefer Tata Aria. 40
people prefer Tata Indica. 20 people prefer Tata Indigo.
Tata Nano Tata Aria Tata Indica Tata Indigo
CUSTOMER SATISFACTION WITH Tata MOTORS Customer satisfied
No.of Respondent Percentage
Male 70 70% Female 30 30% Total 100 100%
From that it was found that:-
70 male were satisfied and 30 female were satisfied.
No. of Respondent
How much do you spend on maintenance on a monthly basis?
From that it was found that:- 25 %spends below 2000 10% spends
between 2000-4000 5 %spends above 4000
Sample of 30 customers, according to their income.
Name he car that comes first in your mind when you think of
small segment car in India?
From that it was found that:- 31said Tata Nano. 26 said Tata
Manza. 37said Tata Indica. 6 said Tata Indigo.
No. of Respondent
Tata Nano Tata Manza Tata Indica Tata Indigo
Factors affecting buying of customers Power steering 15 Mileage
45 Price 35 Others 5
TATA MOTORS is number three in passenger car market after
maruti-suzuki & Hyundai.
Majority of the customers see TATA MOTORS with
savings. Most of the customers spend large sum of money.
Out of the samples, people are highly convinced that
TATA MOTORS will yield them better results. As the sales of
Maruti grows as well as Hyundais
santro is still doing well in mid size and small size segment so
the INDICA may be a good options for the company in this term for
sustaining sales in long run as well as in the current
Product will have a gradual progress. Because most
industries would wait for the response about the product from
Customers were educated by me, about fuel efficient
cars by TATA MOTORS.
SUGGESTIONS Based on the findings from the analysis the
following suggestions could be made: Demo of the product should be
made available to
Customers, since most of the purchase decisions are based on
Technical details should be made available to the customers in
the most accurate numerical form.
The Indica has remained a bestseller throughout in the industry
figuring in the top 3 selling list of cars for most of the
The distribution channel should be more efficient to cater the
demand during peak seasons like during dassraa, diwali etc .
The city is mostly dominated by the working class like people
employed in high court, AG office( accountant general office) and
government school employees who this year are getting more pay due
to the recommendations made by the sixth pay commission so , the
sales for mid size car can be enhanced in this scenario.
SWOT Analysis - Tata Motors Limited SWOT Strengths, Weaknesses,
The internationalization strategy so far has been to
keep local managers in new acquisitions, and to only transplant
a couple of senior managers from India into the new market. The
benefit is that Tata has been able to exchange expertise. For
example after the Daewoo acquisition the Indian company leaned work
discipline and how to get the final product 'right first time.'
The company has a strategy in place for the next stage
of its expansion. Not only is it focusing upon new products and
acquisitions, but it also has a program me of intensive management
development in place in order to establish its leaders for
The company has had a successful alliance with Italian
mass producer Fiat since 2007.This has enhanced the product
portfolio for Tata and Fiat in terms of production and knowledge
exchange. For example, the Fiat Palio Style was launched by Tata in
2008, and the companies have an agreement to build a pick-up
targeted at Central and South America.
The company's passenger car products are based upon 3rd and 4th
generation platforms, which put Tata Motors Limited at a
disadvantage with competing car manufacturers.
Despite buying the Jaguar and Land Rover brands (see
opportunities below); Tat has not got a foothold in the luxury car
segment in its domestic, Indian market. Is the brand associated
with commercial vehicles and low-cost passenger cars to the extent
that it has isolated itself from lucrative segments in a more
One weakness which is often not recognised is that in English
the word 'tat' means rubbish. Would the brand sensitive British
consumer ever buy into such a brand? Maybe not, but they would buy
into Fiat, Jaguar and Land Rover.
The CV segment is becoming highly competitive by
new player like Volvo, and rival M&M are coming with new
products to cater the TATA in the market as the rural area has
given thumps up to M&M during this year.
The new global track platform is about to be launched from its
Korean (previously Daewoo) plant. Again, at a time when the World
is looking for environmentally friendly transport alternatives, is
now the right time to move into this segment? The answer to this
question (and the one above) is that new and emerging industrial
nations such as India, South Korea and China will have a thirst for
low-cost passenger and commercial vehicles. These are the
opportunities. However the company has put in place a very
proactive Corporate Social Responsibility (CSR) committee to
address potential strategies that will make operations more
The range of Super Milo fuel efficient buses are powered by
super-efficient, eco-friendly engines. The bus has optional organic
clutch with booster assist and better air intakes that will reduce
fuel consumption by up to 10%.
Nano is the cheapest car in the World - retailing at little more
than a motorbike. Whilst the World is getting ready for greener
alternatives to gas-guzzlers, is the Nano the answer in terms of
concept or brand? Incidentally, the new Land Rover and Jaguar
models will cost up to 85 times more than a standard Nano!
In the summer of 2008 Tata Motor's announced that it had
successfully purchased the Land Rover and Jaguar brands from Ford
Motors for UK 2.3 million. Two of the World's luxury car brand have
been added to its portfolio of brands, and will undoubtedly off the
company the chance to market vehicles in the luxury segments.
Other competing car manufacturers have been in the passenger car
business for 40, 50 or more years. Therefore Tata Motors Limited
has to catch up in terms of quality and lean production
Sustainability and environmentalism could mean extra costs for
this low-cost producer. This could impact its underpinning
competitive advantage. Obviously, as Tata globalizes and buys into
other brands this problem could be alleviated.
Since the company has focused upon the commercial and small
vehicle segments, it has left itself open to competition from
overseas companies for the emerging Indian luxury segments. For
example ICICI bank and DaimlerChrysler have invested in a new Pune
based plant which will build 5000 new Mercedes-Benz per annum.
Other players developing luxury cars targeted at the Indian market
include Ford, Honda and Toyota. In fact the entire Indian market
has become a target for other global competitors including Mahindra
and Mahindra, Maruti Udyog, General Motors, Ford and others
Rising prices in the global economy could pose a threat to Tata
Motors Limited on a couple of fronts. The price of steel and
aluminum is increasing putting pressure on the costs of production.
Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.
BIBLIOGRAPHY Books: 1. Philip Kotler, Kevin Keller (2009),
Marketing Management (Thirteenth Edition) 2. Marketing Management,
The McGraw.Hill Company Rajan Saxena (Third Edition) MAGAZINES: A)
OUTLOOK BUSINESS (FEB, 2009) B) BUSINESS STANDARD (April-July 2009)
C) 4PS OF BUSINESS AND MARKETING (June 2009) D) BUSINESS TODAY -
Pick and Choose INTERNET:
1. Tata Motors' Official Website 2.
Tata motors 3. http://www.yahoofinance.com/tatamotors 4.
I have learned lot of things through this industrial report. It
is a great experience of making industrial report on TATA MOTORS
PUBLIC LTD. TATA MOTORS Companyis one of the worlds largest
automobile companies. The Tata motors Company was found by the Tata
group in the year 1945 in INDIA. The Company operates world wide.
The Company has produced numerous products.
I have learned two things from the industrial report. First is
the about the company and second thing about the ms office & ms
word. First in this project I learn that how a company perform it
operations. How they are marketing their products? Which type of
distribution network they have used? How to search data on
internet? How to arrange the data in systematic manner in MS -
Word? Following are the learning about the company from this
industrial project: History of the company. Vision and mission of
the company. Board of the directors of the company. Products of the
company. How the company target the market. Distribution network of
the company. Regional presence of the company in all over the
world. Competitors of the company. Marketing strategy of the
company. Financial position of the company. Market share of the
company. Organization structure of in India. SWOT Analysis.