market strategy of tata motors

8/13/2019 market strategy of tata motors

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A

PROJECT REPORT

ON

COMPRATIVE STUDY OF STRATEGIC MARKETING OF TATA

MOTORS LTD AT KUMAON & U.S. NAGAR REGION

Submitted in partial fulfillment for award of degree

MASTER OF BUSINESS ADMINISTRATION

Batch-- (2012-2014)

Submitted b!-

Submitted t"!-

#a$%a& Si'h M$

Shi&%i Sa*e'a

MBA +th Sem

(A$$tt ,".e$$")

R"&& '"

Facu&t ". Ma'aeme't

SURAJMAL COLLEGE O ENG!NEER!NG " MANAGEMENT

SIRO// I3A DISTT (USNA5AR) (U)-26+147

Affiliated to

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UTTARAAND TE3NI3A/ UNI8ERSIT DERADUN

AC#NO$LE%GEMENT

This projec h!s "re!#$ %ee ! co##!%or!i'e e((or. I !)e his oppor*i$ o h!) !## +ho

h!'e he#pe, i he prep!r!io !, s*ccess(*# co-p#eio o( his projec +or). I o%#i"e %$

,eep sese o( "r!i*,e o he -!!"e-e o( TATA MOTORS LTD. P!!"!r (or heir

)i, cose "i'e o -e o *,er!)e i he or"!i/!io.

I e0press -$ ,eep re'ereces !, sicere h!)s o Mr. Shi#pi S!0e! (or his re(erece o

"e he projec i TATA MOTORS LTD. P!!"!r

I e0press -$ ,eep re'ereces !, sicere h!)s o Ms. Ree! Si"h1M!!"er o( M!r)ei"

Dep.2 o( TATA MOTORS LTD. P!!"!r. (or heir !,'ice !, s*per'isio o( his projec

repor !, !## oher e0ec*i'es !, he s!(( i TATA MOTORS LTD. P!!"!r +ho h!'e

p!ricip!e, !, s*ppore, i his s*,$ sp!ri" heir -os '!#*!%#e i-e !, !#so (or re!chi"

o -e i he -os posii'e +!$ i "i'i" -e he re3*ire, i(or-!io.

I e0press -$ sicere h!)s !, ,eep sese o( "r!i*,e o (!c*#ies o( S*r!j-!# co##e"e o(E"ireei" & M!!"e-e Kichh! (or heir )i, cooper!io !, eco*r!"e-e. L!s %*

o #e!s I +o*#, #i)e o h!) -$ (!-i#$ !, (rie,s (or heir s*ppor o co-p#ee -$ projec

repor.

4!sp!# Si"h

Ro## No. 55555555..

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%ECLARAT!ON

I 4!sp!# Si"h s*,e o( M6A 7r,se-eser 1sessio8 9:;98; s*%-ie, %$ -e o he

Co##e"e o( =S*r!j-!# Co##e"e o( M!!"e-e> i p!ri!# (*#(i##-e o( he re3*ire-e (or

he !+!r, o( ,e"ree o( M!ser o( 6*siess A,-iisr!io *,er he "*i,!ce o( Ms. Shi#pi

S!0e! 1Ass. Pro(.2 is -$ ori"i!# +or) !, he coc#*sios ,r!+ herei !re %!se, o he

-!eri!# co##ece, %$ -$se#(.

The Repor s*%-ie, is -$ o+ +or) !, h!s o %ee ,*p#ic!e, (ro- !$ oher so*rce. I

sh!## %e resposi%#e (or !$ *p#e!s*re -o-e?si*!io.

%ated& Name& Ja'pal Sing(Pla)e& Roll No*&+++++++***

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TO $,OM !T MA- CONCERN

This is o ceri($ h! he s*--er r!ii" projec repor i#e, COMPRATIVE STUDY OF

STRATEGIC MARKETING OF TATA MOTORS LTD AT KUMAON & U.S. NAGAR

REGION*s*%-ie, %$ Ja'pal Sing( M6A 7r, se-eser Ro## No. 555555.. (or he

!+!r, o( De"ree o( M!ser o( 6*siess A,-iisr!io ! Sura.mal College of Engineering

and Management!((i#i!e, o U!r!)h!, Techic!# Ui'ersi$ Dehr!,* is ! recor, o(

!*heic +or) c!rrie, o* %$ her *,er -$ s*per'isio. The -!er e-%o,ie, i his repor is

he ori"i!# +or) o( he c!,i,!e !, h!s o %ee s*%-ie, (or he !+!r, o( !$ oher

,e"ree?,ip#o-! i !$ Ui'ersi$.

Signature of t(e )andidate Signature of t(e Guide

Name & Name &

Pla)e & %e'ignation&

%ate & Addre''&

Signature of %ire)tor /M0A1

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;. 6i%#io"r!ph$ ;;98;;7

E2ECUT!3E SUMMAR-

The projec o M!r)ei" Sr!e"$ o( TATA MOTORS %!se, o (i!ci!#

per(or-!ce !, c*so-er s*r'e$ .

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7

Repor is ,i'i,e, io '!rio*s secors8

;. Compan4 profile

T!! Moors Li-ie, is I,i!Hs #!r"es !*o-o%i#e co-p!$ +ih coso#i,!e,

re'e*es o( Rs. 9@; crores 1USD 9: %i # # io2 i 9::8;:. I is he #e!,er i

co--erci!# 'ehic#es i e!ch se"-e !, !-o" he op hree i p!sse"er 'ehic#es

+ih +ii" pro,*cs i he co-p!c -i,si/e c!r !, *i#i$ 'ehic#e se"-es. The

co-p!$ is he +or#,Hs (o*rh #!r"es r*c) -!*(!c*rer !, he +or#,Hs seco,

#!r"es %*s -!*(!c*rer.

The co-p!$Hs 9


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TATA 5ROU,T!! is ! r!pi,#$ "ro+i" %*siess "ro*p %!se, i I,i! +ih si"i(ic!

ier!io!# oper!ios. Re'e*es i 9::B8: !re esi-!e, ! 9.@ %i##io

1!ro*, Rs9@;@


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seco, #!r"es -!*(!c*rer o( so,! !sh. T!! Co--*ic!ios is oe o( he

+or#,s #!r"es +ho#es!#e 'oice c!rriers.

I !,e- +ih he icre!si" ier!io!# (oopri o( is co-p!ies he Gro*p

is !#so "!ii" ier!io!# reco"iio. 6r!, Fi!ce ! UK8%!se, cos*#!c$

(ir- rece#$ '!#*e, he T!! %r!, ! ;;.< %i##io !, r!)e, i @Bh !-o"s

he Top ;:: %r!,s i he +or#,.

6*siess+ee) r!)e, he Gro*p si0h !-o"s he or#,s Mos Io'!i'e

Co-p!ies. A, he Rep*!io Isi*e USA rece#$ r!e, i !s he or#,s

Si0h Mos Rep*e, Fir-.

Fo*,e, %$ 4!-seji T!! i ; he T!! Gro*ps e!r#$ $e!rs +ere ispire, %$

he spiri o( !io!#is-. The Gro*p pioeere, se'er!# i,*sries o( !io!#

i-por!ce i I,i! see# po+er hospi!#i$ !, !ir#ies.

I -ore rece i-es he T!! Gro*ps pioeeri" spiri h!s %ee sho+c!se, %$

co-p!ies #i)e T!! Cos*#!c$ Ser'ices I,i!s (irs so(+!re co-p!$ +hich

pioeer e, he i e r!io !# ,e#i'er$ -o,e# !, T!! Moors +h ich -!,e I,i! s(irs i,i"eo*s#$ ,e'e#ope, c!r he I,ic! i ; !, rece#$ *'ei#e, he

+or#,s #o+es8cos c!r he T!! N!o (or co--erci!# #!*ch %$ e, o( 9::.

The T!! Gro*p h!s !#+!$s %e#ie'e, i re*ri" +e!#h o he socie$ i ser'es.

T+ohir,s o( he e3*i$ o( T!! Sos he T!! Gro*p.s pro-oer co-p!$ is

he#, %$ phi#!hropic r*ss +hich h!'e cre!e, !io!# isi*ios i sciece

!, echo#o"$ -e,ic!#rese!rch soci!# s*,ies !, he per(or-i" !rs.

The r*ss !#so pro'i,e !i, !, !ssis!ce o NGOs i he !re!s o( e,*c!io

he!#hc!re !, #i'e#ihoo,s.

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T!! co-p!ies !#so e0e, soci!# +e#(!re !ci'iies o co--*iies !ro*, heir

i,*sri!# *is. The co-%ie, ,e'e#op-ere#!e, e0pe,i*re o( he Tr*ss !,

he co-p!ies !-o*s o !ro*, < per ce o( he Gro*ps e pro(is.

Goi" (or+!r, he Gro*p is (oc*si" o e+ echo#o"ies !, io'!io o

,ri'e is %*siess i I,i! !, ier!io!##$. The N!o c!r is oe e0!-p#e !s is

he E)! s*perco-p*er 1,e'e#ope, %$ !oher T!! co-p!$2 +hich i 9:: is

r!)e, he +or#,s (o*rh (!ses.

TheGro*p !i-s o %*i#, ! series o( +or#, c#!ss +or#, sc!#e %*siesses i se#ec

secors.

Achore, i I,i! !, +e,,e, o is r!,iio!# '!#*es !, sro" ehics he

Gro*p is %*i#,i" ! -*#i!io!# %*siess +hich +i## !chie'e "ro+h hro*"h

e0ce##ece !, io'!io +hi#e %!#!ci" he ieress o( is sh!reho#,ers is

e-p#o$ees !, +i,er socie$.

CORE 3ALUES O TATA

A he T! ! Gro*p o*r p*rpose is o i-pro'e he 3*! #i $ o ( # i( e o ( he

co--*iies +e ser'e. e ,o his hro*"h #e!,ership i secors o( !io!#

ecoo-ic si"i(ic!ce o +hich he Gro*p %ri"s ! *i3*e se o( c!p!%i#iies.

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This re3*ires *s o "ro+ !""ressi'e#$ i (oc*se, !re!s o( %*siess. O*r heri!"e

o( re*ri" o socie$ +h! +e e!r e'o)es r*s !-o" cos*-ers e-p#o$ees

sh!reho#,ers !,he co--*i$.

This heri!"e is %ei" coi*o*s#$ eriche, %$ he (or-!#i/!io o( he hi"h

s!,!r,s o( %eh!'ior e0pece, (ro- e-p#o$ees !, co-p!ies. The T!! !-e is

! *i3*e !sse represei" #e!,ership +ih r*s . Le'er!"i" his !sse o

eh!ce Gro*p s$er"$ !, %eco-i" "#o%!##$ co-pei i'e is he ro*e o

s*s!ie, "ro+h !, #o"8er- s*ccess.

!3E CORE 3ALUES

The T!! Gro*p h!s !#+!$s so*"h o %e ! '!#*e8,ri'e or"!i/!io. These

'!#*es coi*e o

, irec he Gro*ps " ro+h !, %*s iesses. The ( i'e core T !! '!#*es

*,erpii" he +!$ +e ,o

%*siess !re

!ntegrit4& e -*s co,*c o*r %*siess (!ir#$ +ih hoes$ !, r!sp!rec$.

E'er$hi"

+e ,o -*s s!, he es o( p*%#ic scr*i$.

Under'tanding& e -*s %e c!ri" sho+ respec co-p!ssio !, h*-!i$ (or

o*r co##e!"*es !, c*so-ers !ro*, he +or#, !, !#+!$s +or) (or he %ee(i

o( he co--*iies +e ser'e.

E5)ellen)e& e -*s cos!#$ sri'e o !chie'e he hi"hes possi%#e s!,!r,s

i o*r ,!$8o,!$ +or) !, i he 3*!#i$ o( he "oo,s !, ser'ices +e pro'i,e.

!, -**!# cooper!io.

Re'pon'ibilit4& e -*s coi*e o %e resposi%#e sesii'e o he co*ries

co--*iies !, e'iro-es i +hich +e +or) !#+!$s es*ri" h! +h!

co-es (ro- he peop#e "oes %!c) o he peop#e -!$ i-es o'er.

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TATA MOTORS L!M!TE%

The #!r"es p!sse"er !*o-o%i#e !, co--erci!# 'ehic#e -!*(!c*ri"

co-p!$ o( I,i! T!! Moors Li-ie, +!s (or-er#$ c!##e, TELCO 1TATA

E"ieeri" !, Loco-oi'e Co-p!$2 h!s is he!,3*!rers i 6o-%!$ o+

M*-%!i I,i!. Es!%#ishe, i ;.

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I is !#so i !#)s +ih pri'!e e3*i$ (*,s o o((#o!, 9@ o( s!)e i e!ch o(

he (o##o+i" *#ise, "ro*p *is he$ !re T!! D!e+oo co--erci!# 'ehic#e

co-p!$ V r!s-issios T!! -oors (i!ce T!! echo#o"ies !, TELCO

cosr*cio e3*ip-e he s!#es o( he s!)es +o*#, possi%#e coc#*,e %$ 4*e

9:: he#pi" i o r!ise (*rher (*,s (or his !c3*isiio e!r#ier i 4*#$ i so#,

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The A!#$ss s!$ h! his is ! sr!e"ic -o'e !)e %$ T!! Moors %ec!*se i is

!##o+i" he co-p!$ o -!)e ! #o o( pro(i e'e +he he -!r)e is i he

(i!ci!# press*re !##o+s T!! sos o r!ise is +!"er i "ro*p co-p!ies.

I( he co-p!$ +i## (o##o+ he !%o'e -eioe, re,s he possi%#$ i c! r!ise

is (i!ces i ! #o+ #i3*i,i$ !, hi"h ieres r!e se8*p.

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!N%USTR- OUTLOO#

The I,i! A*o-o%i#e I,*sr$ ejo$s he !,'!!"e o( #o+ cos %!se hi"hs)i##e, #!%o*r sro" !ci##!r$ e+or) co*p#e, +ih Go'er-es s*ppor %$

+!$ o( cocessio!# e0cise ,*$ o( ; (or s-!## c!rs %! o o'er#o!,i" !,

!#so si"i(ic! i'es-es propose, (or re-o'i" i(r!sr*c*re %o#eec)s.

The CV i,*sr$ is ,irec#$ re#!e, o he ecoo-ic "ro+h !, ,e'e#op-e.

The "ro+h i ,e-!, (or CVs is ,irec #$ re#!e, o he IIP i,e0 !, !$

*ps*r"e i ecoo-ic !c i'i ies +i# # c!# # (or -ore c!r"o -o'e-e i he

ecoo-$.

The ,o-esic CV -!r)e "re+ ! ! CAGR o( 9.B ,*ri" he #!s $e!rs. I

FY:B he CV se"-e re"isere, ! "ro+h o( 79.9 ,*e o S*pre-e Co*rs %!

o o'er #o!,i" r*c)s.

o+e'er +e %e#ie'e h! his is ! oe8i-e ,e-!, !, he CV se"-e -!$ o

+iess s*ch )i, o( "ro+h repe!e,#$. There is ! re"*#!io h! resrics he

-o'e-e o( 'ehic#es !%o'e cer!i !"e 1;@ $e!rs i N!io!# C!pi!# Re"io !,

$e!rs i M*-%!i2. Tho*"h he r*#e is o %ei" (o##o+e, sric#$ ! prese i

(**re i( his r*#e is i-p#e-ee, sric#$ i +i## res*# i h*"e rep#!ce-e

,e-!,.

ih he I,i! ecoo-$ e0pece, o "ro+ ! .@ o i co-i" $e!rs +e

e0pec he ,e-!, (or CVs o %e (!ir #$ ,ece e0cep (or he (!c h! he

i,*sr$ is c*rre#$ e0perieci" ! correcio ,*e o sh!rp sp*r i ,e-!, i

he pre'io*s $e!rs.

The CV i,*sr$ +iesse, ! ch!"e i ,e-!, ,$!-ics i #!s (e+ $e!rs. The

,e-!, (or LCVs i he 7.@ oes se"-e is risi" ! he cos o( ,e-!, i

@ o B.@ oes c!e"or$ +hi#e ,e-!, i B.@ o ;9 oes se"-e !, ;.9 o

9@ oes se"-e is %oo-i" ! he cos o( ,e-!, i ;9 o ;.9 oes

se"-e. De-!, (or r!i#ers o( [email protected] oes is +iessi" ! s*r"e +hi#e ,e-!,

(or se-i8r!i#ers i 9.< o [email protected] oes se"-e is s*((eri".

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This sr*c*r!# shi( i ,e-!, ,$!-ics is ,*e o he e'o#*io o( *% & Spo)e

-o,e# o( ,isri%*io +hich is o+ !,ope, %$ r!spor!io p#!$ers %ec!*se o(

i-pro'e, ro!, i(r!sr*c*re !, !#so he %! o r*c)s i -!$ ciies %$ he

!*horiies o !c)#e he r!((ic co"esio iss*es. Accor,i" o he *% & Spo)e-o,e# CVs p#$i" o'er he hi"h+!$s o r!spor "oo,s o ,i((ere s!es !,

,isrics.

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,!STOR- O TATA MOTORS

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6*

Tata Motor' laun)(e' it' fir't tru)7 in )ollaboration wit( Mer)ede'80en9*

T!! Moors is ! p!r o( he T!! !, Sos Gro*p (o*,e, %$ 4!-she,ji

N* ss!r+! ji T! ! !, 4. 6!) er . The co-p!$ +!s es!% #i she, i ;< @ !s !

#oco-oi'e -!*(!c*ri" *i !, #!er e0p!,e, is oper!ios o co--erci!#

'ehic#e secor i ;@< !(er (or-i" ! joi 'e*re +ih D!i-#er86e/ AG o(

Ger-!$.

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:* TATA !ndi)a

T(e fir't generation Tata !ndi)a

A(er $e!rs o( ,o-i!i" he co--erci!# 'ehic#e -!r)e i I,i! T!! Moors

eere, he p!sse"er 'ehic#e -!r)e i ;; %$ #!*chi" he T!! Sierr! !

-*#i *i#i$ 'ehic#e. A(er he#!*ch o( hree -ore 'ehic#es T!! Es!e 1;9 !

s!io+!"o ,esi" %!se, o he e!r#ier

HT!!Mo%i#eH 1;2 ! #i"h co--erci!# 'ehic#e2 T!! S*-o 1LCV ;


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e"ie !, !""ressi'e -!r)ei" sr!e"$ -!,e i oe o( he %es se##i" c!rs i

he hisor$ o( he I,i! !*o-o%i#e i,*sr$. A e+er 'ersio o( he c!r !-e,

I,ic! V9 +!s ! -!jor i-pro'e-e o'er he pre'io*s 'ersio !, 3*ic)#$

%ec!-e ! -!ss8(!'o*ri e. A %!,"e e"i ee re, 'er sio o( he c!r +!s so#, i h eUie, Ki",o- !s he Ro'er Ci$Ro'er.

T!! Moors !#so s*ccess(*##$ e0pore, #!r"e 3*!iies o( he c!r o So*h

A(ric!.The s*ccess o( I,ic! i -!$ +!$s -!r)e, he rise o( T!! Moors.

;* TATA 0rad'

DAEOO ACUISITION

T!! No'*s is oe o( he %es se##i" co--erci!# r*c)s i So*h Kore!. ih

he s*ccess o( T!! I,ic! T!! Moors ! i-e, o icre!se i s presece

+or#,+i,e. I 9::


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JO!NT 3ENTURES

Tata Mar)oPolo relea'ed t(i' low8floor bu' in !ndia and now it i' widel4

u'ed a' publi) tran'port

I 9::@ sesi" h e h*"e oppor* i$ i he (*##$ %*i # %*s se"-e T!!

Moors !c3* ire, 9; s !)e i isp!o C!r roce r! SA Ar!"oese %*s

-!*(!c*ri" co-p!$ !, iro,*ce, i s hi"he, ier8ci$ %*ses i he

co*r$.

T! ! Moors h!s !#so (or-e, ! @;


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'e*re is o -!*(!c*re !, !sse-%#e (*##$8%*i# %*ses !, co!ches !r"ee, !

,e'e#opi" -!ss r!pi, r!spor!io s$se-s.

The joi 'e *re +i# # !% sor% ech o#o "$ !, e0perise i ch!ss is !,

!""re"!es ( ro- T!! Moors !, M!rcopo#o +i# # pro'i,e )o+8ho+ i

processes !, s$ se-s (or %o, $%*i#, i" !, %* s %o,$ ,es i" .

!MPORTANT %E3ELOPMENTS

!n :


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Oco%er 9::@ LCV s!#es o( T!! Moors h!, "ro+ %$ 7. perce o 9@7B

*is ,*e o he risi" ,e-!, (or Ace. The Ace +!s %*i# +ih ! #o!, %o,$

pro,* ce, %$ A*o#i e I, *s ries .6$

9::@J A*o#ie +!s pro,*ci" 7:: #o!, %o,ies per ,!$ (or T!! Moors. Ace is

si## oe o( he *-%er -!)ers (or TML TML so#, he 9:::::h Ace i A*"*s

9:: +ihi < $e!rs sice is iro,*cio.

T!! Ace h!s !#so %ee e0pore, o se'er!# E*rope! So*h A-eric! !,

A(ric! co*ries. E#ecric8'ersios o( T!! Ace !re so#, hro*"h Chr$s#er Hs

G#o%!# E#ecric Moorc!rs ,i'isio.

!n :


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Vehic#es %* #!er T!! Moors ,eci,e, o +or) +ih I'eco !s D!e+oos ,esi"

+!s o i s$c +ih he ee,s o( sophis ic!e, E*rope! c*so-ers. The

co-p!$ h!s (or-e, ! joi 'e*re +ih Th!i#!,s Tho%*ri Co-p!$ !

i,epe,e !*o !sse-%#er i +hich T!! Moors +i## h o#, ! B: s!)e.

M!LESTONES

6@=

T!! E"ieeri" !, Loco-oi'e Co. L,. +!s es!%#ishe, o -!*(!c*re

#oco-oi'es !, oher e"ieeri" pro,*cs.

6@B

Se!- ro!, ro##er iro,*ce, i co##!%or!io +ih M!rsh!## Sos 1UK2.

6@=

Co##!%or!io +ih D!i-#er 6e/ AG es Ger-!$ (or -!*(!c*re o(

-e,i*- co--erci!# 'ehic#es. The (irs 'ehic#e ro##e, o* +ihi -ohs o( he

cor!c.

6@=@

Rese!rch !, De'e#op-e Cere se *p ! 4!-she,p*r.

6@??

Firs co--erci!# 'ehic#e -!*(!c*re, i P*e.

6@B;

M!*(!c*re o( e!'$ Co--erci!# Vehic#e co--eces.

6@B=

Firs h$,r!*#ic e0c!'!or pro,*ce, +ih i!chi co##!%or!io.

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6@B>

Pro,*cio o( (irs # i"h co--erci!# 'ehic#e T!!

T!! S*-o ,e#*0e #!*che,.

6@@?

T!! Sierr! T*r%o #!*che,.

6@@B

T!! S!(!ri 8 I,i!Hs (irs spors *i#i$ 'ehic#e #!*che,.

9 -i##ioh 'ehic#es ro##e, o*.

I,ic! I,i!Hs (irs (*##$ i,i"eo*s p!sse"er c!r #!*che,.

:


27/58

L!*ch o( he T!! S*-oHH Series

L!*ch o( he T!! I,i"o.

T!! E"ieeri" si"e, ! pro,*c !"ree-e +ih MG Ro'er o( he UK.

:


28/58

T!! Moors #!*ches I,ic! V9 T*r%o Diese#.

Oe -i##ioh p!sse"er c!r pro,*ce, !, so#,

I!*"*r!io o( e+ (!cor$ ! 4!-she,p*r (or No'*s

L!*ch o( T!! No'*s

L!*ch o( No'*s r!"e o( -e,i*- r*c)s i Kore! %$ T!! D!e+oo

Co--erci!# Vehic#e Co. 1TDCV2

:


29/58

L!*ch o( ! e+ Up"r!,e, r!"e o( is er$ #e'e# *i#i$ 'ehic#e o((eri"

he T!! Sp!cio.

L!*ch o( M!"ic ! co-(or!%#e s!(e (o*r8+hee#er p*%#ic r!spor!io

-o,e ,e'e#ope, o he Ace p#!(or-

L!*ch o( i"er I,i!s o#$ -!0i8'!

Fi! Gro*p !, T!! Moors !o*ce es!%#ish-e o( 4oi Ve*re i

I,i!

L!*ch o( he S*-o Vic! T*r%o DI he e+ *p"r!,e, r!"e o( is er$8

#e'e# *i#i$ 'ehic#e he S*-o Sp!cio

T!! Moors #!*ches I,ic! V9 T*r%o +ih ,*!# !ir%!"s !, A6S

L!*ch o( e+ S!(!ri DICOR 9.9 VTT r!"e po+ere, %$ ! e+ 9.9 L

Direc Ijecio Co--o R!i# 1DICOR2 e"ie.

Ro##o* o( he oe -i##ioh p!sse"er c!r o(( he I,ic! p#!(or-.

:


30/58

I,ic! Vis! he seco, " eer!io I,ic! is #!*che,.

T!! Moors #!*ches p!sse"er c!rs !, he e+ pic)8*p i D.R. Co"o.

:


31/58

COMPAN- POS!T!ON O TATA MOTORS

A(er -ore h! +o $e!rs T!! Moors h!s ,is#o,"e, Kore!s $*,!i Moors

i I,i! (ro- he seco, spo i -oh#$ ,o-esic p!sse"er 'ehic#e s!#es. The

sp*r i T!!s 4*e *-%ers h!s pri-!ri#$ %ee ,*e o ! ,r!-!ic icre!se i

s!#es o( he N!o !(er he -oher p#! ! S!!, i G*j!r! +e osre!- #!s

-oh !s +e## !s ! s*r"e i h! o( he I,i"o.

31

INDIAO,ERATIONS

PT

3OMMER3IA/

8EI3/ES

RP

,ASSEN5ER3ARS

RD

/E5A/

RB

UMAN

RESOUR3ES

ST

#AMSED,UR

,/ANT

SB

ADD 9

MATERIA/

38BU

3ARS ,/ANT

AM

3OMMER3IA/

,3BU

S.KRISHNAN

,/ANT 38BU

,UNE

SA

INTERA/

AUDIT

A

FINAN3E

A33OUNT 9

TA:


32/58


33/58

33

POLE POS!T!ON

JuneD


34/58

Ohers !re -ore scepic!# o( ! T!! #e!,. =hi#e N!o *-%ers !re he pre8so#,

or,ers !, he co-p!$ is o#$ !cce#er!i" he ,e#i'eries (ro- is e+ p#! +e

ee, o +!i !, +!ch (or ! #e!s ! 3*!rer o see i( i is s*s!i!%#e. Moreo'er

T!!s +i## ee, -ore pro,*cs i he p!sse"er c!r c!e"or$ o re-!i !he!, o($*,!i i he #o" r*> s!i, R!)esh 6!r! ! io!# he!, 1!*o-oi'e

pr!cice2 Ers & Yo*". Mo re !s $*, !i +o *#, %e #!* ch i " ! s-!## s* %8

S!ro c!r +hose ,!e o( #!*ch h!s o %ee ,isc#ose,.

6*o$e, %$ ! sp*r i ,e-!, he o'er!## p!sse"er 'ehic#es -!r)e coi*e,

is se!,$ "ro+h +ih s!#es *p %$ 9. per ce i he -oh. As -!$ !s

;B9: *is +ere so#, %$ #e!,i" !*o co-p!ies 1see ch!r2. M!r*i S*/*)i

coi*e, o %e i he op spo se# #i" B9;9 *i s -*ch !he!, o( he

co-peiio ! "ro+h o( ;B. per ce. =The "ro+h i 4*e is e0re-e#$ hi"h

!s $o* -*s re-e-%er he %!se +!s 'er$ hi"h #!s $e!r i 4*e> s!i, R C

6h!r"!'! ch!ir-! o( M!r*i S*/*)i. =The (*,!-e!#s o( he ecoo-$ !re

"oo, !, ,e-!, is pic)i" *p o he %!c) o( e+ -o,e#s. The i,*sr$ is

e0peci" ! !*!# "ro+h o( ;9 per ce i 9:;:8;;>.

M!$ o( he e+ c!r -o,e#s h!'e he#pe, heir co-p!ies o sho+ "oo, *-%ers.

GM I,i! s!+ is s!#es "o *p ;;9 per ce i 4*e h!)s o "ro+i" ,e-!, (or

is rece#$ #!*che, 6e! +hich so#, 7


35/58

!N%!AN AUTOMOT!3E PLA-ERS& O3ER3!E$ O T,E

PLA-ERS !N T,E !N%!AN !N%USTR-

The I,i! !*o i,*sr$ is hi"h#$ co-peii'e +ih ! *-%er o( "#o%!# !, I,i! !*o

co-p!ies prese. ece +e h!'e co,*ce, ! Ier co-p!$ !!#$sis o( T!!

+ih M!hi,r! !, M!hi,r! !, M!r*i U,$o" o "e ! i,e! o( he co-p!$s

posiio 1oper!io !, pro(i!%i#i$2 'is ! 'is is co-peiors.

!NTER COMPAN- ANAL-S!S&

Ke$ P#!$ers i he I,i! !*o i,*sr$ P!sse"er C!rs

35


36/58

S$OT Anal4'i' of Tata Motor' Ltd*

Strengt('&The ier!io!#is!io sr!e"$ so (!r h!s %ee o )eep #oc!# -!!"ers i e+

!c3*isiios !, o o#$ r!sp#! ! co*p#e o( seior -!!"ers (ro- I,i! io he e+

-!r)e. The %ee(i is h! T!! h!s %ee !%#e o e0ch!"e e0perise. For e0!-p#e !(er he

D!e+oo !c3*isiio he I,i! co-p!$ #e!e, +or) ,iscip#ie !, ho+ o "e he (i!#

pro,*c Hri"h (irs i-e.H The co-p!$ h!s ! sr!e"$ i p#!ce (or he e0 s!"e o( is

e0p!sio. No o#$ is i (oc*si" *po e+ pro,*cs !, !c3*isiios %* i !#so h!s !

pro"r!--e o( iesi'e -!!"e-e ,e'e#op-e i p#!ce i or,er o es!%#ish is #e!,ers (or

o-orro+. The co-p!$ h!s h!, ! s*ccess(*# !##i!ce +ih I!#i! -!ss pro,*cer Fi! sice

9::. This h!s eh!ce, he pro,*c por(o#io (or T!! !, Fi! i er-s o( pro,*cio !,

)o+#e,"e e0ch!"e. For e0!-p#e he Fi! P!#io S$#e +!s #!*che, %$ T!! i 9::B !,

he co-p!ies h!'e ! !"ree-e o %*i#, ! pic)8*p !r"ee, ! Cer!# !, So*h A-eric!.

$ea7ne''e'& The co-p!$Hs p!sse"er c!r pro,*cs !re %!se, *po 7r, !,


37/58

o(e o reco"ise, is h! i E"#ish he +or, H!H -e!s r*%%ish. o*#, he %r!, sesii'e

6riish cos*-er e'er %*$ io s*ch ! %r!,X M!$%e o %* he$ +o*#, %*$ io Fi!

4!"*!r !, L!, Ro'er 1see oppor*iies !, sre"hs2.

Opportunitie'& I he s*--er o( 9:: T!! MoorHs !o*ce, h! i h!, s*ccess(*##$

p*rch!se, he L!, Ro'er !, 4!"*!r %r!,s (ro- For, Moors (or UK 9.7 -i##io. T+o o(

he or#,Hs #*0*r$ c!r %r!, h!'e %ee !,,e, o is por(o#io o( %r!,s !, +i## *,o*%e,#$

o(( he co-p!$ he ch!ce o -!r)e 'ehic#es i he #*0*r$ se"-es. T!! Moors Li-ie,

!c3*ire, D!e+oo MoorHs Co--erci!# 'ehic#e %*siess i 9::< (or !ro*, USD ; -i##io.

N!o is he che!pes c!r i he or#, 8 re!i#i" ! #i#e -ore h! ! -oor%i)e. hi#s he

or#, is "ei" re!,$ (or "reeer !#er!i'es o "!s8"*//#ers is he N!o he !s+er i

er-s o( cocep or %r!,X Ici,e!##$ he e+ L!, Ro'er !, 4!"*!r -o,e#s +i## cos *p

o @ i-es -ore h! ! s!,!r, N!oZ The e+ "#o%!# r!c) p#!(or- is !%o* o %e

#!*che, (ro- is Kore! 1pre'io*s#$ D!e+oo2 p#!. A"!i ! ! i-e +he he or#, is

#oo)i" (or e'iro-e!##$ (rie,#$ r!spor !#er!i'es is o+ he ri"h i-e o -o'e io

his se"-eX The !s+er o his 3*esio 1!, he oe !%o'e2 is h! e+ !, e-er"i"

i,*sri!# !ios s*ch !s I,i! So*h Kore! !, Chi! +i## h!'e ! hirs (or #o+8cos

p!sse"er !, co--erci!# 'ehic#es. These !re he oppor*iies. o+e'er he co-p!$ h!s

p* i p#!ce ! 'er$ pro!ci'e Corpor!e Soci!# Resposi%i#i$ 1CSR2 co--iee o !,,resspoei!# sr!e"ies h! +i## -!)e is oper!ios -ore s*s!i!%#e. The r!"e o( S*per Mi#o

(*e# e((icie %*ses !re po+ere, %$ s*per8e((icie eco8(rie,#$ e"ies. The %*s h!s opio!#

or"!ic c#*ch +ih %ooser !ssis !, %eer !ir i!)es h! +i## re,*ce (*e# cos*-pio %$

*p o ;:.

T(reat'& Oher co-pei" c!r -!*(!c*rers h!'e %ee i he p!sse"er c!r %*siess (or


38/58

Sice he co-p!$ h!s (oc*se, *po he co--erci!# !, s-!## 'ehic#e se"-es i h!s #e(

ise#( ope o co-peiio (ro- o'erse!s co-p!ies (or he e-er"i" I,i!

#*0*r$ se"-es. For e0!-p#e ICICI %!) !, D!i-#erChr$s#er h!'e i'ese, i

! e+ P*e8%!se, p#! +hich +i## %*i#, @::: e+ Merce,es86e/ per !*-.Oher p#!$ers ,e'e#opi" #*0*r$ c!rs !r"ee, ! he I,i! -!r)e ic#*,e For,

o,! !, To$o!. I (!c he eire I,i! -!r)e h!s %eco-e ! !r"e (or oher

"#o%!# co-peiors ic#*,i" M!r*i U,$o" Geer!# Moors For, !, ohers.

Risi" prices i he "#o%!# ecoo-$ co*#, pose ! hre! o T!! Moors Li-ie, o ! co*p#e

o( (ros. The price o( see# !, !#*-ii*- is icre!si" p*i" press*re o he

coss o( pro,*cio. M!$ o( T!!Hs pro,*cs r* o Diese# (*e# +hich is

%eco-i" e0pesi'e "#o%!##$ !, +ihi is r!,iio!# ho-e -!r)e.

RESEARC, MET,O%OLOG-

The p*rpose o( -eho,o#o"$ is o ,escri%e he process i'o#'e, i rese!rch +or). This

ic#*,es he o'er!## rese!rch ,esi" ,!! co##ecio -eho, he (ie#, s*r'e$ !, he !!#$sis

o( ,!!.

Ob.e)tiFe of 'tud4&8

To )o+ he cos*-er s!is(!cio.

M!r)e per(or-!ce& M!r)e posiio ..

To (i, he s!is(!cio !-o"s he c*so-ers o( TATA Moors .

38


39/58

STEP !N SAMPL!NG PLAN&8

Sampling rame&The #is o( s!-p#i" *is (ro- +hich s!-p#e is !)e is c!##e, s!-p#i"

(r!-e. K*-!* !, U. S. N!"!r re"io -!p +!s s*,ie, horo*"h#$ !, s!-p#es

+ere se#ece, (ro- he p#!ce i ! sc!ere, -!er o "e e((eci'e res*#.

SAMPL!NG TEC,N!UE&

CONVIENIENT SAMPLING

SAMPL!NG S!E&To!# s!-p#e si/e is ;::. The (o##o+i" s!-p#e si/e !ccor,i"

o !re! +ise is !s (o##o+s

:< Rudarpur Cit4

:< ,aldwani Cit4

:< #a'(ipur Cit4

:< Gardarpur Region

:< #i)((a Region

39


40/58

SAMPL!NG PROCE%URE&

The se#ecio o( respo,es +ere !ccor,i"#$ o %e i ! ri"h p#!ce ! ! ri"h i-e !, so he

s!-p#i" +ere 3*ie e!s$ o -e!s*re e'!#*!e !, co8oper!i'e. I +!s !

r!,o-#$ !re! s!-p#i" -eho, h! !e-ps o o%!i he s!-p#e o( co'eie.

Sour)e of data )olle)tion&8

Primar4&

For -$ s*r'e$ pri-!r$ ,!! h!'e %ee *se, !s ! 3*esio!ire o co##ec he ,!!.

SECON%AR-&

The seco,!r$ ,!! h!s %ee co##ece, (ro- he (o##o+i" -o,es

M!"!/ies

Ne+p!per

D!! hro*"h iere so*rces

D!"! #$%%"&' ()$* $)+!,!"$,.

40


41/58

ANAL-S!S AN% !N%!NG

A ,e!i#e, !!#$sis o( he co-p!$ sho+s h! he co-p!$ h!s h!, ! sro" (*,!-e!# !s

+e## !s ! sro" -!r)e per(or-!ce o'er he $e!rs. Gi'e he ecoo-ic !, he

i,*sr$ e'iro-e 1i-pro'i" o*#oo) (or he PC i,*sr$2 TATA Moors

+o*#, %e ! )e$ %ee(ici!r$.

hi#e ! pic)8*p i is PC 'o#*-es is e'i,e oper!i" #e'er!"e !, cos s!'i" iii!i'es

+i## i-pro'e -!r"is. O ! !'er!"e -ore h! B7 peop#e (ee# h! he prices

!re !((or,!%#e +here!s ;9 ,o o !"ree B


42/58

s!is(ie, Us!is(ie, Neiher s!is(ie, or

*s!is(ie,

;. Ko+#e,"e!%#e s!#es perso 7

9. E-p#o$ees spe eo*"h i-e +ih

$o*

B@ ;@ ;:

7. %e(ore s!#es : ;: :


43/58

43


44/58

44


45/58

%ATA ANAL-S!S AN% !NTERPRETAT!ON

A ,e!i#e, !!#$sis o( he co-p!$ sho+s h! he co-p!$ h!s h!, ! sro" (*,!-e!# !s

+e## !s ! sro" -!r)e per(or-!ce o'er he $e!rs. Gi'e he ecoo-ic !, he i,*sr$

e'iro-e 1i-pro'i" o*#oo) (or he PC i,*sr$2 TATA Moors +o*#, %e ! )e$

%ee(ici!r$.

Gender wi'e&

S!is(ie, 12 Us!is(ie, 12 Neiher s!is(ie, or

*s!is(ie, 12

M!#e 7 ;@

Fe-!#e < ;

To!# B9 ;

!NTERPRETAT!ON

O ! !'er!"e 7 -!#e c*so-ers & (e-!#e c*so-ers !re s!is(ie, Th! -e! o!#

B9 c*so-ers !re "e (*## #e'e# s!is(ie, !, ;@ -!#e c*so-ers &


46/58

!NTERPRETAT!ON

O %!se o( -!r)e rese!rch ;89@ !"e c*so-ers s!is(ie, is 9 987@ !"e c*so-ers is

s!is(ie, ; 78@: !"e c*so-ers is s!is(ie, 7 & @: !%o'e !"e c*so-ers is s!is(ie,

; Th! is o!# o o( s!is(ie, c*so-ers is B9 !, *s!is(ie, c*so-ers is @ 1987@

!"e2 78@: *s!is(ie, c*so-ers is !, @: !%o'e *s!is(ie, c*so-ers is h! is

o!# o o( *s!is(ie, c*so-ers is ; !, ;89@ !"e c*so-ers !re o ,eci,e, ; 987@

!"e c*so-ers 9 !re o ,eci,e, 78@: !"e c*so-ers !re !re o ,eci,e, Th! is o!#

c*so-ers !re o ,eci,e,.

O))upation wi'e&


*s!is(ie, 12

46


*s!is(ie, 12

6e#o+; : : :

;89@ 9 : ;

987@ ; @ 9

78@: 7

@: !%o'e ; :

To!# B9 ;


47/58

Ser'ice-! 7; 7 ;

6*siess-! ; B :

S*,e ;: @ 9

o*se+i(e ;9 <

To!# B9 ;

!NTERPRETAT!ON

O %!se o( -!r)e rese!rch i h!'e (i, o* ser'ice-! c*so-er !re 7; s!is(ie, & 7

*s!is(ie, %*siess-! !re ; s!is(ie, & B *s!is(ie, s*,e !re ;: s!is(ie, & @

s*,es !re *s!is(ie, !, ;9 ho*se+i(e !re s!is(ie,


48/58

,/)!,#&T)& !%& 9 9T!"! (,!,#& 79 @A"$#!)' @ < :&,,&

!##&//$)&/

;: < 9

T$"!% B9 ;

!NTERPRETAT!ON

O %!se o( rese!rch !%o* (!ci#iies pro'i,e, %$ T!! Moors L, i h!'e (i, o* T!!

Moors Is*r!ce pro'i,i" (!ci#iies o s!is(ie, c*so-er o( T!! -oors !, !%o*

e0e,e, +!rr!$ is s!is(ie, c*so-ers &


49/58

!N%!NG AN% !NERENCES

Co-peiors o( T!! -oors !re M!r*i S*/*)i !, $*,!i Moors i p!sse"er c!r T!!

Moors "e he 9,posiio i I,i! -!r)e.

I( T!! -oors #oo) !(er (o##o+i" (e+ pro%#e-s 1Fi,i"s2 he$ -!$ %eco-e (irs i I,i!

-!r)e

;. ;@ s!i, h! pos s!#es (o##o+ *ps !re o ,oe re"*#!r#$ O ! !'er!"e -ore h!

B7 peop#e (ee# h! he prices !re !((or,!%#e +here!s ;9 ,o o !"ree. Th! -e!

!## o'er 7: c*so-er !re o "e (*## s!is(!cio #e'e#.

2. 63 #/"$*&) /!' "&/" ')& '$,& )$&)% !,' 34 #/"$*&) /!'

"&/" ')& !)& ,$" '$,& )$&)% $"&)/& 3 #/"$*&) !)& ,$"

''&'.

3. 34 #/"$*&) /!' T!"! M$"$)/ +& !"")!#"& '/#$," $((&) 38

#/"$*&) !)& ,$" /!"/(&' $( "/ $((&) !,' 28 #/"$*&) !)& ,$"

''&' ($) '/#$," $((&).

4. 73 #/"$*&) /!' )#& !(($)'!:%& !,' 12 #/"$*&) /!' )#& /+ $"&)/& 15 #/"$*&) !)& ,$" ''&'.

49


50/58

5. 66 #/"$*&)/ !)& /!"/(&' $( #$**"*&," $( T!"! M$"$)/ !,' 19

#/"$*&) !)& /!' #$**"*&," !)& ,$" (%(% !,' 15 #/"$*&) !)&

,$" ''&'.

6. 70 #/"$*&) /!' )&/$,'/ "$ #$*%!,"/ !)& ;#


51/58

RECOMMEN%AT!ONS AN% CONCLUS!ON

A T!! -oor is oe o( he %es c!rs -!*(!c*ri" co-p!$ i I,i! c*so-ers !re s!is(ie,

%ec!*se o( !((or,!%#e price %* he -!ie!ce pro%#e- !, res!#e '!#*e is oo #o+. These

!re he +o -!i re!sos o( c*so-ers ,iss!is(!cio !, oher re!so is o respo,i" o

c*so-ers co-p#!is 3*ic)#$ especi!##$ s!i, %$ !o c*so-ers h! -e!s !## he

co--es !re o (*#(i##e, proper#$ !, i,i"o c*so-ers s!$s e"ie per(or-!ce !re o

"oo,.

Th! is he %i" re!so o( T!! -oors is o 9 posiio i I,i! -!r)e h*s +e c! s!$ h!

T!! o#$ (oc*s o heir s!#es %* o o he c*so-ers s!is(!cio. So T!! -oors sho*#,

"i'e proper !eio o+!r,s heir #o$!# c*so-ers.

51


52/58

As s!ics s*""ess h! o ! !'er!"e -ore h! B7 peop#e (ee# h! he prices !re

!((or,!%#e +here!s ;9 ,o o !"ree B


53/58

his. s!i, $es h! he$ !re !+!re !%o* TATA is*r!ce +hi#e o#$ 9 s!i, h! he$

+ere o !+!re.

Peop#e (ee# h! T!! C!rs !re peop#es c!r !s i is s!is(!cor$ o !## p!r!-eers he$ h!'e

)o+#e,"e!%#e s!#es persos e-p#o$ees spe eo*"h i-e %e(ore !, ,*ri"

s!#es ,isp#!$ o( -erch!,ise is !r!ci'e !'!i#!%i#i$ o( pro,*c '!rie$ o(

-erch!,i/e 'ehic#e i "oo, co,iio prices !re !((or,!%#e !r!ci'e ,isco*s

!re o((ere, ,[cor o( he +!ii" !re! is p#e!si" respo,s o co-p#!is 3*ic)#$

ser'ice ! TATA Moors ser'ice s!io is e0ce##e c!re(*# +ih perso!#

i(or-!io !, is '!#*e (or -oe$ . The o'er!## opiio !%o* TATA Moors is

'er$ "oo,.

UEST!ONNA!RE

0eing an e'teem )u'tomer of TATA Motor' Ltd* 4ou are reHue'ted

to ta7e out a few minute' and fill t(e following UEST!ONNA!RE&

Name& 55555555555555555555555.....................................

Addre''&IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII

IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII PiCo,e\\\\\\\\\\\\

53


54/58

Gender&

M!#e e-!#e

Age&

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market strategy of tata motors

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