A detailed study on “Market research on Heavy Commercial Vehicle of Tata As compared to other commercial vehicle manufacturer” (Customer satisfaction towards TATA vehicles) Submitted for partial fulfillment of award of Post Graduate Diploma in Management (PGDM) Submitted by: Aakash dixit Dr. Virendra Swarup Institute of Computer Studies, Kanpur Under the Supervision of 1
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A detailed study on
“Market research on Heavy Commercial Vehicle of Tata As compared to other commercial vehicle manufacturer”
(Customer satisfaction towards TATA vehicles)
Submitted for partial fulfillment of award of
Post Graduate Diploma in Management (PGDM)
Submitted by:
Aakash dixit
Dr. Virendra Swarup Institute of Computer Studies, Kanpur
Under the Supervision of
Mrs.Sumegha k Bhatia Program coordinator
Dr. Virendra Swarup Institute of Computer Studies, Kanpur
1
CONTENT
1. Introduction of Topic
2. Introduction of Tata Group
3. Industry Profile
4. Company Profile
5. Organization Structure
6. History of Tata Motors
7. Tata Motors Product Range
8. Finance Procedure
9. Scope of The Study
10. Competitors of TATA TRUCK
11. Research Methodology
12. Market Survey
13. Student Work Profile
14. Description of Live Experiences
15. Analysis
16. SWOT analysis
17. Survey Findings Recommendation
18. Annexure
I. Questionnaire
II. Bibliography
III. Webliography
2
PREFACE
This project report is an integrated part of the PGDM course in which the
student has to perform and it aims at providing a first hand experience of
the industry to the students. This practical experience helps the students to
view the real business world closely. Which is turn widely influences their
conceptions and perceptions about the corporate world.
In order to make students competent all the students are required to take a
real time project work in the PGDM furculum. Project work also helps to
understand but practicality goes on in the corporate world and correlate
the theoretical concept better which remains undiscovered in the
classrooms.
I was really fortunate for getting an opportunity to complete my summer
internship in a reputed well established company Tata motors.
I had make my discussions with my training guide and he assigned me the
project “Market research on heavy commercial vehicle”
Which is a important work of Tata motors regarding services and it
requires a lot of extensile study and market research together the
information. It provides us great deal of exposure and I really found the
practical work totally different from theoretical.
3
INTRODUCTION OF TOPIC
“Market Research on Heavy Commercial Vehicle”
Tata motors recently announced the launches of their transportation and
construction mode in the name of HCV. Tata motors takes yet another
major initiative through their new product in changing the way of
transportation and construction in India. The new HCV has been
developed on the successful platform of the stupendous truck and targeted
at the both the transportation and construction area and is giving its
customers a safe and comfortable HCV.
The HCV from Tata Motors was launched in a nationwide basis which
started with Gujarat and Maharashtra and the company expects to extend
the availability of the magic to other remaining parts of the country in due
course of time. Besides it Tata motors looks to create new segments with
its magic variant and they aim to cover the entire spectrum of the needs of
the customers in mass transportation and construction in complimentary
manner.
Tata motors have designed the new variant of Trucks, Tippers, Bulkers,
and Transit Mixers quite ergonomically. In fact the HCV of Tata have a
much flexible loading capacity
4
16 Ton Semi Forward Two Axle Tippers
( SK 1613 TC and SK 1613 TCIC. Tata SK 1613 BS 11)
HCV of Tata motors considers 16 Ton Semi Forward Two Axle Tippers-
Sk 1613 TC and SK 1613 TCIC. Tata SK 1613 BS II is available in two
engine options the most popular fuel efficient Tata 687 engine & Tata
Cummins engine making it suitable for all application. Both vehicles have
superior fuel economy. Superior aggregates for better reliability&
durability. It comes with semi for4ward cabin for better maneuverability
and safety. There and options to the different wheel bases to suit different
load bodies for different types of applications.
16 Ton Fully Forward Two Axle Tippers
(LPK 1613 & LPK 1618)
Tata motors pioneering efforts to meet the changing market scenario gave
rise to India’s first fully built 4X2 front and two axle tippers. The LPK
1613. the addition of a mid rail and an increase in the number of cross
members and the sheet thickness of the floor. give more strength to the
tipper body. The LPK 1613 with its slick design and tailored features is
tuned for better performance. It is best suited for construction application
and coal transportation.
Mining construction, irrigation, canal work in India is tough work
requiring good muscle power. The Tata motors construct range has
engineered the best option for this kind of world. The latest in the 16 tone
series is the LPK 1618 TC BS11 compliant vehicle that offers the best
gradeability in the class.
5
25 Ton Multi Axle Tippers
(LPK 2516,LPK 2518,LPK 2530)
In the 25 tonne series the LPK 2516 offers a combination of high
productivity and economy. Available in two size. It consume less diesel
than any other tipper in its class.
LPK 2518 is the best example of the word more. More power, more
torque, more reliability,. more durability extra heavy duty axle. More
gradeability and of course more productivity.
Built to endure the toughest terrains and heaviest loads the Tata Novus
LPK2530 packs power, maneuverability, stability and of course high
payloads. This 300 hp 6X4tipper truck is designed exclusively to handle
the harsh conditions of the jobsite while delivering unsurpassed efficiency.
TRANSIT MIXER
(LPK 2516, LPK 2518,LPS 3516)
Transit mixer LPK 2516, 2518 & LPS 3616 meets the de4mand with high
efficiency and economy it is easy to handle easy to clean. The special
design offers a homogeneous ready mix concrete that gets easily
discharged from the mixer at high speed irrespective of the consistency of
cement.
6
BULKERS
(LPT 2515, LPT 2516, LPS 3516, LPS 4018)
Bulkers LPT 2515, LPT2516, LSP 3516, LPS 4018 are well suited for
cement and fly ash transportation. The unique features of imported york
landing legs, air vent, pole connector and safety devices make these
machines superior to any other machine in the market.
LPS 4018 Tip trailer is a reliable and durable vehicle with a higher
strength chassis frame for higher payloads. A boon for coal transporters.
This vehicle offers better hydraulics and easy maneuverability. Its superior
body construction and braking system means better safety and driving
comfort. this vehicle efficiently reduces the cost per tonne per kilometer
thus improving profitability.
7
TATA PRODUCTS
SK 1613 TC 4X2 TIPPER
GVW (kgs) 16200
Engine Cummins 6BT AA
Power Ps (kw) 131 Ps(93.5kw)@ 25000
Torque (n-m/kgm) 410Nm(41 kgm)@1400-1700
Speed (kmph) 81
Gradeability (%) 19%
Vehicle overall length(mm) 5370/6625
Min turning circle radius (mm)7300/8000
Body options
Wheelbase (mm) 3225 3625 3625
Size (cum) 405 6 8
Type Box/Scoop Box Box
Application
Construction, Coal, iron, ore, etc
8
LPK 1613 TCIC 4X2 TIPPER.
GVW (kgs) 16200
Engine Tata 697 TCIC
Power Ps (kw) 131 Ps (96kw) @ 2400 rpm
Torque (n-m/kgm) 410Nm(41kgm)1400-1700 rpm
Speed (kmph) 80
Gradeability (%) 19%
Vehicle overall length (mm) 6780/6845
Min turning circle radius 16000
Dia (mm)
Body options
Wheelbase (mm) 3200 3625 3625
Size (cum) 6 7 10
Type Box Box Box
Application
Iron ore, construction, coal.
9
LPK 1618 TC 4X2 TIPPER
GVW (kgs) 16200
Engine Cummins B 180 20
Power Ps (kw) 179 Ps (132kw) @ 2500 rpm
Torque (n-m/kgm) 650Nm(66kgm)@ 1500 rpm
Speed (kmph) 82
Gradeability (%) 36%
Vehicle overall length (mm) 5027/5714
Min turning circle radius 15400
Dia (mm)
Body options
Wheelbase (mm) 3200 3607 3607
Size (cum) 6 7 10
Type Box Scoop Box
Application
Iron ore, mining, tunneling, irrigation, construction, coal. Road work.
10
LPK 2516 TC 6X4 TIPPER
GVW (kgs) 25000
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 154 Ps (114kw) @ 2500 rpm
Torque (n-m/kgm) 550Nm(55kgm)1400-1700 rpm
Speed (kmph) 70
Gradeability (%) 19%
Vehicle overall length (mm) 6735
Min turning circle radius 18200
Dia (mm)
Body options
Wheelbase (mm) 3880 3880
Size (cum) 12 14
Type Box scoop
Application
Light mining, construction, road work
11
LPK 2518 TC 6X4 TIPPER
GVW (kgs) 25000
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 178 Ps (131.5kw) @ 2250 rpm
Torque (n-m/kgm) 654Nm(66.6kgm)1500 rpm
Speed (kmph) 70
Gradeability (%) 24%
Vehicle overall length (mm) 6830/7830
Min turning circle radius 18200/20500
Dia (mm)
Body options
Wheelbase (mm) 3880 3880 4880
Size (cum) 12 14 20
Type Scoop Box Box
Application
Light mining, road work, Construction, pet coke , coal.
12
LPK 2530 H 6X4 TIPPER
GVW (kgs) 25000
Engine Cummins C 8.3-300
Power Ps (kw) 298 Ps (220kw) @ 2200 rpm
Torque (n-m/kgm) 1127Nm(115kgm)1400 rpm
Speed (kmph) 91
Gradeability (%) 37%
Vehicle overall length (mm) 6921
Min turning circle radius 15000
Dia (mm)
Body options
Wheelbase (mm) 4030
Size (cum) 16
Type Scoop
Application
Mining, hydro electric power project & more.
13
LPK 2516 TRANSIT MIXER
GVW (kgs) 25000
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 154 Ps (114.5kw) @ 2500 rpm
Torque (n-m/kgm) 550Nm(55kgm)1400-1700 rpm
Speed (kmph) 70
Gradeability (%) 22%
Vehicle overall length (mm) 7950
Min turning circle radius 10850
Dia (mm)
Body options
Wheelbase (mm) 3880
Size (cum) 6
Type transit mixer
Application
Ready mix concrete
14
LPK 2518 TRANSIT MIXER
GVW (kgs) 25000
Engine Cummins B 180.21
Power Ps (kw) 178 Ps (131.5kw) @ 2250 rpm
Torque (n-m/kgm) 654Nm(66.6kgm)1500rpm
Speed (kmph) 70
Gradeability (%) 24%
Vehicle overall length (mm) 6830
Min turning circle radius 18200
Dia (mm)
Body options
Wheelbase (mm) 3880
Size (cum) 6
Type transit mixer
Application
Ready mix concrete
15
LPK 3516 TRANSIT MIXER
GVW (kgs) 352000
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 162 Ps (1119kw) @ 2500 rpm
Torque (n-m/kgm) 550Nm(55kgm)1400-1700 rpm
Speed (kmph) 70
Gradeability (%) 15%
Vehicle overall length (mm) 11544
Min turning circle radius 14750
Dia (mm)
Body options
Wheelbase (mm) 11544
Size (cum) 10
Type transit mixer
Application
Ready mix concrete
16
LPT 2515 TC BULKER
GVW (kgs) 25000
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 146 Ps (108kw) @ 2500 rpm
Torque (n-m/kgm) 500 Nm (50kgm)1400 rpm
Speed (kmph) 69
Gradeability (%) 21%
Vehicle overall length (mm) 9365
Min turning circle radius 9900
Dia (mm)
Body options
length (mm) 9265
Size (cum) 23
Type bulkers
Application
Cement, flyash
17
LPT 2516 SUPER TURBO BULKER
GVW (kgs) 25000
Engine Tata 697 turbo
Power Ps (kw) 160 Ps (118kw) @ 2400 rpm
Torque (n-m/kgm) 550Nm(55kgm)1500-1700 rpm
Speed (kmph) 79
Gradeability (%) 15.8%
Vehicle overall length (mm) 9265
Min turning circle radius 9500
Dia (mm)
Body options
Length (mm) 9265
Size (cum) 18
Type Bulker
Application
Cement, flyash
18
LPT 3516 BULKER
GVW (kgs) 35200
Engine Cummins 6 BT AA 5.9
Power Ps (kw) 160 Ps (118kw) @ 2400 rpm
Torque (n-m/kgm) 550Nm(55kgm)1500-1700 rpm
Speed (kmph) 79
Gradeability (%) 15%
Vehicle overall length (mm) 11500/12985
Min turning circle radius 9500
Dia (mm)
Body options
Length (mm) 11500 12985
Size (cum) 18 35
Type Bulker Bulker
Application
Cement, flyash
19
LPS 4018 BULKER
GVW (kgs) 25000
Engine cummins B 1809 20
Power Ps (kw) 178 Ps (131.5kw) @ 2500 rpm
Torque (n-m/kgm) 654Nm(66.6kgm)1300-1700 rpm
Speed (kmph) 70
Gradeability (%) 12.3%
Vehicle overall length (mm) 14150/15300
Min turning circle radius 14000/16000
Dia (mm)
Body options
Length (mm) 14150 15300
Size (cum) 30 42
Type Bulker bulker
Application
Cement, flyash
20
LPS 4018 TIP TRALLER
GVW (kgs) 40200
Engine Cummins B 5.9 180 20
Power Ps (kw) 178 Ps (131.5kw) @ 2500 rpm
Torque (n-m/kgm) 654Nm(66.6kgm)1300-1700 rpm
Speed (kmph) 70
Gradeability (%) 19.7%
Vehicle overall length (mm) 12650
Min turning circle radius 15700
Dia (mm)
Body options
Length (mm) 12560
Size (cum) 28
Type Tip Trailer
Application
Coal, pet coke
21
SERVICES
PDI (Pre Delivery Inspection)
Vehicle identification
Inspection
Hand over to customer
SERVICE PROCESS
Vehicle entry
Job card
Allocation of work
TAT (Total Around Time)
CRO (three copies) (office, service advisor, customer)
Warranty card
SPARE PART
Manage by company
Available within 72 hours
Quick Service
Incentive to worker
Quick charge(extra money to customer)
22
INTRODUCTION OF TATA GROUP
The story of Tata group of business unfolds with the birth of its founder Jamshed ji
Tata in the small town of Navasari in Gujarat in 1839. He breathed his last in 1904
in Germany. His parents were Nuseerwan ji and Jeevanbai Tata. Nuseerwan ji
was the first businessman in a family of parsi Zorastrian priests. Destiny called him
to BPGDMy where he started trading. Jamshed ji joined him at the tender age of
fourteen. He took admission in Elphinstone college and while still a student he
married Hirabai Daboo. Jamshed ji graduated in 1858 and joined his father trading
firm. Those were turbulent times. The British had just managed to ruthlessly crush
the 1857 Revolt. Since the age of twenty-nine Jamshed ji continued to work in his
father’s firm. In 1868 he started a trading company on his own with a capital of
Rs.21,000/- his first step was to acquire a bankrupt oil mill and convert it into a
cotton mill which he renamed Alexander Mill. Two years later he sold it with a good
margin of profit. With this he set up a cotton mill in Nagpur in 1874. queen Victoria
had just been declared the Empress and in keeping with the times Jamshed ji
named it Empress mill. Jamshed ji was a unique personality. It was not just his
own personal success but also of those who worked for him and his group.
Jamshed ji was in close contact with revolutionary thinkers and nationalists like
Dadabhai Naoroji and Pherozeshah Mehta and strongly influenced by them. He
came to the conclusion that economic self-sufficiency should go hand with political
independence. The former should be the base of the latter.
Jamshed ji had three key ideas in mind. He wanted to set up an iron and steel
company, world class learning institution and a hydroelectric plant. Unfortunately
during his time none bore fruit but he had planted the seed, which later took roots
and spread its branches under the care of his successors. The only achievement
that he lived to see was the taj mahal hotel .it was completed in December 1903
for a princely amount of Rs.4, 21,00,000/- in this too he was inspired by nationalist
thinking. In those days the locals, that is Indians, were not allowed into the best
23
European hotel . taj mahal hotel was a befitting reply to this discrimination. Tata
group is a private conglomerate with headquarters at Mumbai. The present
chairman is Ratan Tata who took over from J.R.D. Tata in 1991. A member of the
Tata family is always the chairman of the group. Its operations covers many fields
related to industry and allied activities concerned with know-how and its
application engineering, information technology, communications, materials,
automotive, chemicals energy, telecommunications, software, hotels, steel and
consumer goods. The statistics and figures of Tata group speak for themselves.
Its revenue touches $967,229 million or $ 21.9 billion in 2005/06. This is equal to
2.8% of India’s GDP. There are about 246.000 employees in the tat group as per
records of 2004. Market capitalization figure is $57.6 billion. There are ninety-six
companies operating in seven business sectors. A only twenty-eight of the ninety-
six in Tata group are publicly listed. Tata operates in more than forty countries
across six continents. It exports products and services to one hundred and forty
nations. The charitable trust of Tata of holds 65.8% of the ownership of Tata group
TISCO now called Tata steel set up in 1907 India’s first iron and steel plant in
Jamshedpur, whish is often called Tatanagar. Production actually started in 1912.
It produce steel at the lowest cost in the word. This is mainly because it is assisted
by group member concern that deals with the supply of raw material like coal and
iron. In 1910 was set up Tata Hydro-Electric power Supply Company. In 1917 the
Tata group made its debut in the field of consumer goods industry with the setting
up of Tata oil mill dealing in soaps, detergents and cooking oil. 1932 saw the
establishment of Tata airlines. Tata chemicals made its appearance I 1939. Telco
now known as Tata Motors started to manufacture locomotive and engineering
products from 1945. January 2007 is a watershed in the history of Tata group.
Tata steel made a successfyl bid for UK based corus group, which was one of the
world’s leading steel and aluminum producers. After an unprecedented nine
rounds of bidding Tata finally clinched the deal.
24
Tata offered to buy 100% stake in Corus at 608p per share (all cash) totaling to a
value of $12.04 billlion. It has turned out to be the biggest acquisition by any
Indian Company. Tata Power is one of the largest private sector companies in
India and supplies power to Mumbai and parts of New Delhi. Then there are Tata
Chemicals and Tata Pigments. In the service sector there are Tata Companies
dealing with hotels, general insurance and life insurance. Tata offers management,
economic and financial consultancy services. Tata offers management, economic
and finanacial consultancy services. Tata is one of the best names in the world of
investments and shares. In the area of education Tata’s publishing house of Tata
McGraw Hill is a renowned name. Many renowned public sector companies and
research organizations like Indian Institute of Science, Tata Institute of
Fundamental Research, Tata Institute of Social Sciences, Tata Energy Research
Institute and Air India (Tata Airlines) owe their origins to the name of Tata. Other
educational institutes are Tata Institute of Science now Indian Institute of Science,
Bangalore. Tata Institute of Fundamental Research “Deemed University, Tata
Management Training center, Pune, Tata Institute of Social Science” deemed
University and National Centre for the Performing Arts. The name of Tata is linked
to consumer durables like tea, watches (Titan) Tata Trent (Westside) to Tata
skyand even gold and diamonds like Tanishq brand of jewellery. In Information
systems and communications the Tata name comes with Computational &
Research Laboratories, INCAT, Nelco, Nelito Systems, TCS and Tata Elxsi.
There are software companies Tata Interactive Systems, Tata Infotech, Tata
Technologies Ltd, Tata Teleservices, Tatanet etc. Tata acquired VSNL, the Indian
telecom giant from Bermuda bassed Canadian company named Teleglobe in
2005. The aim of Tata Group to improve the quality of life in the society by virtue of
integrity, understanding, excellence, unity and responsibility. The entire family
known as the Tata Group shares these values. Tata’s contribution to India’s
education, science and technology has been widely documented and respected.
The blue colored log of Tata speaks for fluidity as well as fountain of knowledge. In
can also be seen as a tree under which all are welcome to take refuge.
25
26
INDUSTRY PROFILE
An embryonic automotive Industry emerged in India in the 1940 following the
independence in 1953 the government of India and the private sector launched
efforts to create an automotive component manufacturing industry to supply to the
automobile industry. However the growth was relatively slow in the 1950s to 1960s
due to nationalization and the license raj which hampered the Indian private
sector. After 1970 the automotive industry started to grow but the growth was
mainly driven by tractors, commercial vehicles and scooters, cars were still a
major lixury Japanese manufacturer’s enterd the Indian market ultimately leading
to the stablishment of maruti udyog. A number of foreign firms initiated joint
venture with Indian companies.
In 1980s a number of Japanese manufacturers launched joint venture for building
motorcycles and light commercial vehicles automobile company like TATA
MOTORS, Mahindra and Mahindra, Ashok Leyland, Swaraj Mazda and Eicher are
manufacturing high performance delivering LCVs. The LCVs produced by these
companies are not only sold in India but are also exported to various foreign
markets as well.
The last few years huga amount of investment have been made in automobile
industry. With more global players getting interested in Indian automobile Industry,
these investments are supposed to increase even more in the near future. Most of
LCV manufacturers in the country are emphasizing on better research and
development activities and efforts are being given to provide efficient after sales
services to customers.
Some of the popular offerings in the field of light commercial vehicle from the
TATA MOTORS stable are 407 and 709 of which the former has made a distinct
mark in the category of Indian LCVs. However the recently Tata Ace has brought
27
about dramatic change in the Indian LCV market. Low priced and attractively
designed. The Tata Ace has been hugely popular and recorded significant sales
in the first year of production itself.
Ashok Leyland is another major player with product like cargo 759 tipper to boast
of with a wheel base of 3200 mm and 5 speed synchromesh gearbox; it has got 4