marketing project by raj
TRANSCRIPT
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A STUDY ON SALES AND COMPETITOR ANALYSIS OF MITHILA MOTOR PVT.LTD
SUMMER PROJECT REPORT
Prepared and Submitted
By
RAMESH KUMARReg. No. 471094032
BATCH (2009 – 2011)
VINAYAKA MISSIONS UNIVERSITYAarupadai Veedu Institute of Technology
Department of Management StudiesOld Mahabalipuram Road,
Paiyanoor – 603 104
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CERTIFICATE
This is to certify that Mr. Ramesh kumar, a student of Post Graduate Degree in MBA –
MARKETING(2009-11),Vinayaka Mission university, Chennai has worked in the USAGE OF
SPECIAL SKILL AND TOOLS IN MARKETING FOR BETTER EFFICIENCY OF SALES AND
COMPETITORS ANALYSIS OF MITHILA MOTORS ,under the able guidance and supervision of Mr.
-------, Marketing Manager, Mithila Motors, Jamshedpur. The period for which he/ she was on training ,
starting from April to May. This Summer Internship report has the requisite standard for the partial
fulfilment the Post Graduate Degree in MARKETING. To the best of our knowledge no part of this report
has been reproduced from any other report and the contents are based on original research.
Signature Signature
RAMESH KUMAR
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ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide Mr. -------, Marketing Manager, Mithila
Motors, Jamshedpur for his able guidance, continuous support and cooperation throughout my project,
without which the present work would not have been possible.
I would also like to thank the entire team of Mithila Motors, Jamshedpur, for the constant support and
help in the successful completion of my project.
Also, I am thankful to my faculty guide Prof .Mr.S. Vashudevn of my institute, for his continued
guidance and in valuable encouragement.
Signature
RAMESH KUMAR
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CONTENTS
S.NO TITLESPAGE
NO
1. INTRODUCTION
2. INDUSTRY PROFILE
3. COMPANY PROFILE
4. ORGANISATION OBJECTIVES
5. CONCLUSION
6. BIBLIOGRAPHY
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EXECUTIVE SUMMARY
The automotive industry is at the centre of India’s new global dynamics. TATA
MOTOR’S Commercial Vehicle Business Unit (CVBU) is a division of TATA MOTOR’S,
having a TATA MOTOR’S product range covers Medium and heavy, light commercial vehicle,
small commercial vehicle and buses.
As the project title “SALES AND COMPETITORS ANALYSIS” Suggests that the project
report is all about the technical and the commercial aspect of the company. While doing survey I
realize that the things learnt from the books are quite different from the actual practice in field.
The body of the project report takes a micro level approach, using each step of the marketing
research process. The main source of analyzing the data is through questionnaires. A complete
analysis has been done in research methodology part to find the advantages and disadvantages of
the company.
A complete Analysis of variance has been done to find the kind of satisfaction Tata Motor’s
Service Stations provides to their Customers. The best part of this project report is the analysis
and interpretation of the various services provided by Service Station. This part directly shows
whether the customers are satisfied with the products and services of Tata Motors and criticizes
the ill part of the company. At the last part I wrap up the project with suggestion and
recommendations to enhance the future growth and prospects of the company.
INTRODUCTION5
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Formed in the year 1958, Mithila Motors Private Limited is the Authorised Main Dealer
for TATA MOTORS commercial range of vehicles at Jamshedpur, Jharkhand. Located in the
Adityapur industrial sector of Jamshedpur under the Adityapur Industrial Area Development
Authority (AIADA), Mithila Motors, in the last 50 years, has traversed a path strewn with
obstacles and succeeded in creating a niche for itself. From its humble beginnings of selling a
few commercial vehicles in the Eastern State of Bihar with a handful of employees, the company
has expanded to having location offices in the whole of Jharkhand with staff strength of 200. It
has earned a name for itself as one of the largest automobile selling dealers in the region.
Pivotal to the company is…..
Journey of Excellence…
The company ensures quality at all levels, supplying technically advanced and popular models of Pick-
ups SCV, LCV, ICV, M & HCV range of vehicles, which are manufactured in the country.
Customer comes first...
Customer satisfaction forms a vital concern at Mithila Motors. At all levels and phases of work, the
employees are motivated to inculcate the capabilities, expertise and skills required to warrant customer
satisfaction. Towards this end, a customized Human Resource training programme has been prepared,
with focus on:
• Strategic, conceptual and specialist tasks
• Leadership qualities and personnel development
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The programme enhances the skills of the employees, improving their performance in systems- Sales,
Service and Spares and Hire Purhase. This module underscores the company’s philosophy of motivating
and honouring the skills of every employee.
Business is not just profit
The company’s trading activities embrace a plethora of services, ranging from:
• Advising the customers in the selection of vehicles
• The right kind of application
• Assisting them in hire-purchase, loan and lease
• Ensuring on-time delivery to after sales service.
INDUSTORY PROFILE
The network of the Mithila Motors Ltd is in Jharkhand. So Mithila Motors Ltd sells Tata
motor products with different segments in Jharkhand. Mithila motors has largest range of
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commercial vechicles with over 50 models and 250 varients.the company’s constant endeavor is
to achieve a high level of customer satisfaction by enhancing safety standards and incorporating
environment friendly technologies .
To grow along with time, moulding itself to the customer need and enhancing quality, is what
makes Mithila Motors Pvt Ltd unique. Over the years, it has grown manifold, not only in size
and reach, but also in facilities as services that it offers to the customers. It has attained the
status of being one of the largest automobile selling dealers in the region and amongst the top 30
in the country…
Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519
crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among
the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle
segments. The Company is the world's fourth largest truck manufacturer, and the world's second largest
bus manufacturer.
The Company's 24,000 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."
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9
million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The Company's
manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow
(Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with
Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The Company is establishing a
new plant at Sanand (Gujarat). The Company's dealership, sales, services and spare parts network
comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India.
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. Through
subsidiaries and associate companies, 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. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's 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, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in
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other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global
leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and
select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the Company's pickup vehicles in
Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with
the Xenon having been launched in Thailand in 2008.
Tata Motors is also expanding its international footprint, established through exports since 1961. The
Company's commercial and passenger vehicles are already being marketed in several countries in Europe,
Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture
assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.
The foundation of the Company's growth over the last 50 years 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. With over 3,000 engineers and scientists, the Company's Engineering Research
Centre, established in 1966, has enabled pioneering technologies and products. The Company today has
R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.
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. In 2005, Tata
Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck.
In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have
been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March
2009. A development, which signifies a first for the global automobile industry, the Nano brings the
comfort and safety of a car within the reach of thousands of families. The standard version has been
priced at Rs.100,000 (excluding VAT and transportation cost).
Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head
room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among
small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission
performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution
level than two-wheelers being manufactured in India today. The lean design strategy has helped minimise
weight, which helps maximise performance per unit of energy consumed and delivers high fuel
efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby
providing the twin benefits of an affordable transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping
with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their
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power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in
India and match the best in the world in performance at a lower life-cycle cost.
Tata Motors is equally focussed on environment-friendly technologies in emissions and alternative fuels.
It has developed electric and hybrid vehicles both for personal and public transportation. It has also been
implementing several environment-friendly technologies in manufacturing processes, significantly
enhancing resource conservation.
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.
Tata Motors is committed to improving the quality of life of communities by working on four thrust areas
– employability, education, health and environment. The activities touch the lives of more than a million
citizens. The Company's support on education and employability is focussed on youth and women. They
range from schools to technical education institutes to actual facilitation of income generation. In health,
our intervention is in both preventive and curative healthcare.
The goal of environment protection is achieved through tree plantation, conserving water and
creating new water bodies and, last but not the least, by introducing appropriate technologies in
our vehicles and operations for constantly enhancing environment care. With the foundation of
its rich heritage, Tata Motors today is etching a refulgent future.
COMPETITORS
The choice location of the Mithila Motors showroom, the state-of-the-art facilities, timely
delivery of vehicle, after-sale-service and a well-stocked Spare Parts Department with
components of any model of TDV, attributes the company its star status.In Jharkhand there are
five competitors of Mithila motors -
ASHOK LEYLAND
MAN FORCE TRUCKS
ASIA MOTORS WORKS
VOLVO EICHER
MAHINDRA NAVISTAR
ASHOK LEYLAND
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Ashokleyland has the estimated value of $23,564 and ranks # 249,881 in the World (Alexa). With the daily
ads revenue: $13 and page views per day: 673. The website is hosted on server that locates in Chennai 25
India.
Estimated
Worth:$23,564 USD
Income
Per Day:$13 USD
Daily
Pageviews:673
Alexa
Rank:# 249,881
Compete
Rank:# 2,651,746
IP
Address:203.189.5.35
Domain
Name:
Ashokleyland.co
m
Length: 12 characters
Age: 14 years 66 days
Country: India
Region /
State:25 Tamil Nadu
City: Chennai
Country
Code:IN
Continent
:AS
Time
Zone:Asia/Calcutta
Ashok Leyland | Indian Automobile Manufacturer
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Ashok Leyland is the first Indian automobile manufacturer to win the ISO 9002 certification. We
offer world class range of trucks buses and engines. Indian automobile manufacturer bus manufacturer
special application vehicle automobile engine truck manufacturer defence vehicle automobile industry
India.
Viking BS3 (IL MECH) Viking BS3 (EDC) Viking BS4
Cheetah - BS3 (EDC)Cheetah BS3 (IL MECH)
Viking SLF BS3
Viking CNG BS3 Double DeckerVestibule Bus - BS3
Airport Tarmac coach Stag BS3 Lynx BS3
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Trucks
4 X 2 Haulage Models
4 X 2 and Multi-axle
Tippers
Multi-axle Vehicles
Tractors
ecomet
Defence & special vechiles
Largest provider of logistic vehicles to the Indian army.
Special Vehicles Defence Vehicles
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MAN FORCE TRUCKS
At MAN FORCE TRUCKS . we strive to provide products and services that fully meet the needs
of our customers. It is our aim to increase the profitability of our customers by providing reliable and
innovative trucking solutions with low operating cost, high efficiency service and superior driver safety
and comfort.
MAN FORCE Trucks is committed to provide benefits of the latest technology to its customer at most
affordable prices with special emphasis on economy of operation & driver safety. MAN FORCE Trucks
believes in providing optimal solution to its customers by providing the most suitable product for his
specific needs.
Our business model is formed on ensuring success of our Customer's enterprise.
Our products & services help our customers to outperform their competition.
Our aim is to provide affordable, reliable transportation solutions to the customers, which we will do by
continuously improving the quality of our products & services.
MAN FORCE TRUCKS. is a 50:50 Joint Venture betweenMAN Nutzfahrzeuge
AG of Germany and FORCE Motors Ltd. India.
Force Motors has played a pioneering role in the development of light commercial vehicle transport
in India, with iconic vehicle brands like Tempo, Metador, Trax and the Traveller.
Combining MAN’s proven leading edge technology with FORCE Motors 50 years experience in the
Indian Commercial Vehicle Industry; these Trucks are made for the Indian conditions and market, using
the Top Technology from MAN.
With an installed capacity of 24,000 trucks per annum at its ‘state of the art’ plant at Pithampur, near
Indore (MP), half the production is earmarked for exports through the global MAN Sales Organization.
The range of products manufactured includes Mining & Construction Tippers, Haulage Tractors and
Multi Axle Trucks, from 16t GVW to 49t GCW .
PRODUCT RANGE :-
Considering the wide range of requirements in the goods transportation sector, MAN FORCE
TRUCKS offers offerings a full range of vehicles, starting from 16 tonnes GVW to 49 tonnes GCW as
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regular haulage trucks, tractor heads, tippers, etc. Developing applications has been the strength of MAN,
who have developed and documented thousands of applications. Drawing upon their vast experience,
MAN FORCE TRUCKS will be offering custom built vehicles specifically designed for India.
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ASIA MOTORS WORKS
Asia Motor Works is a company driven by energy, enthusiasm and positive attitude. We are in the
business of transport solutions for a new competitive age in India's fast growing industrial sector.
Innovation and customer satisfaction are at the core of everything we do at AMW. Behind our Global
Truck, is relentless passion for engineering, technological proficiency and people who are committed to
delivering value. From heavy trucks to specialized application vehicles, AMW has constantly delivered
products that increase productivity and profits for its customers.
AMW trucks offer dependability, low cost of operation, unsurpassed handling, panoramic visibility, high
driver comfort and ease of maintenance. And much more. We aim to enhance the overall efficiency and
profitability of our patron’s business.
At AMW sprawling complex in Bhuj, in Gujarat, Western India, we also manufacture components for
the automotive and general engineering industries. We are the largest single location plant for wheel rims
in Asia and supply pressed metal components to some of the world’s most renowned automobile
companies.
Asia Motor Works is a company where excellence and innovation aren't just buzz words, they are the core
of our existence. Since we started rolling out trucks in 2005, our 49-tonners have quickly captured the
heavy haul market segment.
This is possible because we put the customers and his needs first. That demands excellence in
manufacturing through the use of contemporary technologies, management and processes, which we
implement at our sprawling 515-acre plant in Bhuj, Gujarat. For this AMW has formed collaborations
with world-renowned engineering suppliers to obtain the best in components and technology. We have
also set up a dedicated research and development facility to constantly deliver performance-enhancing
innovations.
Manufacturing Facilities: Integrating Quality, Speed and Scale
AMW’s vision rests on three pillars – providing world class quality, delivering on time and
maximising the economic advantage of large scale. Our integrated manufacturing facility at Bhuj is built
to optimise on all three.
Our commitment to quality permits us to use only the latest and world-class facilities. The plant at
Bhuj, Gujarat is spread over a sprawling 515-acre space that forms the backbone of the company’s truck
manufacturing in India. With state-of-the-art plants, assembly line, R&D and paint shop coupled with a
modern warehouse, AMW has ensured that nothing but the best trucks roll out from these premises.
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AMW-MGM Forgings Pvt. Ltd.
AMW-MGM Forgings Pvt. Ltd.
Incorporated in 2008, AMW-MGM Forgings is located on a 10-acre facility in Mysore, India. It has a
manpower of 286 and an installed forging capacity of 44,000 metric tonnes per annum. The company has
abilities in
Conventional Forgings – for automobiles & earth-moving equipment
Hollow Forgings
Precision Machining & Assembly
Machined Forging Components
PRODUCT RANGE :-
Tippers:
AMW tippers are suited for the rough and tumble of mining & quarrying operations, as well as for
carrying bulk loads in construction and infrastructure industries. Complete manoeuvrability, high
performance and long-term endurance are common to all trucks, resulting in lower operating costs.
The trucks are fitted with Euro III engines that deliver 180/235 HP and 800 maximum torque. Heavy duty
double acting shock absorbers and integral power steering with double UJ ensure a smooth and stable
ride. The spacious, air-conditioned cabin – a first in India – gives total driving comfort & satisfaction.
2518 TP Box Body
For bulk transport of sand, cement bags etc to construction sites.
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2523 TP Box Body
Suited for carrying sand, cement bags etc. in tough terrain.
2523 TP Rock Body
Suited for all on-road and off-road load challenges.
Tractors: high performance for heavy loads
AMW tractor trailers are adaptable for multiple uses, and give you a high level of comfort and
endurance on long journeys. They have been engineered with HSLA steel chassis and 6-cylinder engines
to pull higher payloads at low operating costs.
The tractors are fitted with Euro III engines that deliver 180/235 HP of power and maximum torque.
Heavy duty double-acting shock absorbers and integral power steering with double UJ ensure a smooth
and stable ride. The cabin is designed to offer a spacious, air-conditioned space – a first in India – that
gives the driver comfort & satisfaction.
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4018 TR
Suitable for transporting large loads over long distances
4023 TR
Suitable for transporting loads on any road. Adapts easily for lugging containers, tip trailers, tankers, or
other specific uses.
4923 TR
Award-winning truck, bulk carrier for long distances, adaptable for containers, bulk trailers, tankers etc.
Haulers: Performance for the long haul
AMW’s haulage trucks are designed to give you optimum performance on any kind of road – from
rural roads to expressways. The durable chassis and engine mean that payloads are higher and operating
costs are lower. The trucks are fitted with Euro III engines that deliver upto 180 HP and maximum torque.
Heavy duty double acting shock absorbers and integral power steering with double UJ ensure a smooth
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and stable ride. The spacious, air-conditioned cabin – a first in India – gives total driving comfort &
satisfaction.
2518 HL
Your first choice for transporting containers, machinery, steel coils, plates & pipes, oil tankers and
cement bulkers over long distances
3118 HL
Ideal for heavier loads over long distances.
Transit Mixers: Laying a firm foundation for growth
AMW transit mixers are designed for optimum performance in any terrain. They provide complete
manoeuvrability, matched by high mixing efficiency. The engines are developed in collaboration with the
best automotive companies in the world and comply with Euro III norms. The spacious, air-conditioned
cabin – a first in India – gives total driving comfort & satisfaction.
2518 TM
Mixes upto 7 cubic metres of concrete. Suitable for small construction projects
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Concrete Pumps: Powering infrastructure, powering growth
AMW concrete pumps are suited for construction and infrastructure operations. What is common to all
our trucks is the complete manoeuvrability they offer, matched by high performance. The spacious, air-
conditioned cabin – a first in India – gives total driving comfort & satisfaction.
The HSLA steel chassis is designed for to withstand and manouevre any terrain, from urban construction
sites to dams & tunnels. The trucks are fitted with Euro III engines that deliver 180/235 HP and
maximum torque. Heavy duty double-acting shock absorbers and integral power steering with double UJ
ensure a smooth and stable ride.
2518 CP
Suited for large building projects; pumps to 36 metres.
Fully Built Vehicles: Special needs, special performance
AMW manufactures a wide range of fully built vehicle solutions under the name of Tranztar Trailers for
on-road and off-road applications. The range of FBVS combines excellent driving characteristics on roads
and highways and also on difficult terrain and in adverse climate conditions.
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Tipper Body Specifications:
Available in a range of body options from 8 to 20 m3.
Available in both Box Body and Rock Body options.
Suitable for multiple purposes such as carrying mineral ores, rocks, sand, coal etc.
The tipping force is transferred directly to the front axles by front-mounted single-tipping cylinder.
Front-mounted tipping cylinder lowers the effective tipping force, and hence minimises stress exerted on
chassis frame and body.
Complete dust and dirt protection ensured to avoid damage to the tipping mechanism.
Maximum stability due to strong foundation, front-mounted tip cylinder and special tip stabilisers.
Body exterior fully welded, sandblasted and painted with a primer/ topcoat.
EICHER
Eicher began its business operations in 1959 with the roll out of India’s first tractor. Today the
Eicher Group is a significant player in the Indian automobile industry with a gross sales turnover of
over INR 19,000 million.
Eicher has around 2500 employees located in 4 manufacturing facilities and 49 marketing & area offices
all around India. The Group has around 308 vendors supplying components and sub-assemblies, which
testifies to the strength of the vendor base. The Group’s products are brought to the customers through its
strong network of around 142 dealers distributed across the length and breadth of the country. Eicher is
present in over 40 countries across the world.
Over 85 executives work exclusively in the area of R&D. Product development and product-engineering
facilities are available at each of Eicher’s major manufacturing locations. Expertise has been developed in
the areas of design and development of Trucks & Buses, Automotive transmission, Electronic
instrumentation, Material science, Metrology as well as prototype manufacturing and testing
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TRUCKS
Product Range
Eicher
10.50
Eicher
10.75
Eicher
11.10
Eicher
35.31
Eicher
30.25 FE
Eicher 10.59
Eicher
10.90
EIcher
20.16
Eicher
30.25 XP
Eicher
15.16
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Eicher
40.40
Eicher Terra
16 HDR
BUSES
Product Range
SKYLINE
SCHOOL
STARLINE
SCHOOL
STARLINE
STANDARD
STARLINE
ROUTE PERMIT
SKYLINE
EXECUTIVE
STARLINE CNG
SCHOOL
STARLINE CNG
STANDARD
20.15 SCHOOL
BUS
Bus Chassis
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Product Range
10.50
10.90K
11.10H
20.15M, N
DIESEL
10.75
10.90K CNG
11.10K
20.15N CNG
Today Eicher’s product range of commercial vehicles is manufactured with
the largest possible number of applications in view. Besides the basic
models, Eicher Motors offers over 85 models of ready-to-use custom-built
vehicles for various specialized applications such as Ambulance, Troop
Carriers, Mobile Service Vans, Garbage Compactors, Tippers, Cesspool
Emptier, Water Tanker, Fire Tender amongst others . Adaptation of product
specifications to suit local regulations and norms is an integral part of the
process.
PRODUCT RANGE
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· Ambulance· Rear Drop
Tipper
· Fire Tender· Garbage
Tipper
· Dumper Placer· Twin Dumper
Placer
· Troop Carrier · Water Tanker
Mahindra & Mahindra
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Founded in 1945 as a steel trading company, we entered automotive manufacturing in 1947 to bring the
iconic Willys Jeep onto Indian roads. Over the years, we’ve diversified into many new businesses in
order to better meet the needs of our customers. We follow a unique business model of creating
empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies.
This principle has led our growth into a US $11.1 billion multinational group with more than 117,000
employees in over 100 countries across the globe
PRODUCT RANGE
CommercialVehicles
ALFA GIO
Mahindra Navistar Trucks Bolero Maxi Truck
Genio Loadking
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COMPANY PROFILE
Mithila Motors Ltd believes in realizing business strategy through people. The company
is committed to the continuous development of its employees, which aims at ensuring
managerial effectiveness, quality and productivity. MML offers opportunities for growth through
challenging assignments and exposure, which would develop the ability of the employees to
think laterally and come up with innovative ideas. Towards this end, the company organizes
training programmes to unfold the talent of the staff and establish a mutually rewarding long-
term relationship.
COMPANY’S STATEMENT
VISION STATEMENT
“To be a world class corporate constantly furthering the interests ofall its stakeholders.”
MISSION STATEMENT
SHARE HOLDERS:
To consistently create share holder value by generating return in excess of weighted average
cost of capital [WACC] during the upturn and at least equal to weighted average cost of capital
[WACC] during the downturn of the business cycle.
CUSTOMERS:
To strengthen the TATA brand and create lasting relationship with the customers by
working closely with business partner, to provide superior for money over the life cycle.
EMPLOYEES:
To create a seamless organization that incubates and promotes innovation, excellence and
the TATA core values
COMMUNITY:
To proactively participate in reshaping country’s economic growth. To take a holistic approach
towards environmental protection.
TATA MOTORS Limited is India's largest automobile company, with revenues of Rs.20,483
crores (USD 4.7 billion) in 2004-05. It is the leader by far in commercial vehicles ineach
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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.
The company's 22,000 employees are guided by the vision to be “best in the manner inwhich we
operate best in the products we deliver and best in our value system and ethics.”
Established in 1945, TATA MOTORS' presence indeed cuts across the length and breadth of
India. Over 3 million TATA vehicles ply on Indian roads, since the first rolled out in 1954. The
company's manufacturing base is spread across Jamshedpur, Pune and Lucknow, supported by a
nation-wide dealership; sales, services and spare parts network comprising about 1,200 touch
points.
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 a global automotive company. In 2004,
it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck maker. The
rechristhinied TATA Daewoo Commercial Vehicles Company has already begun to launch new
products. In 2005, TATA MOTORS ac quireda 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.
These acquisitions will further extend TATA MOTORS' global footprint, established through
exports since 1961. 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, Spain, Ukraine, Russia
and Senegal.
The foundation of the company's growth over the last 50 years 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.
With 1,400 engineers and scientists, the company's Engineering Research Center, established in
1966, has enabled pioneering technologies and products.
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 pace of new product development has quickened. In 2005, TATA MOTORS created a new
segment 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 human rights, labour and environment standards
in compliance with the principles of the Global Compact .Simontaneously, it also plays an active
role in community development, serving rural communities adjacent to its manufacturing
locations.
With the foundation of its rich heritage, TATA MOTORS today is etching a refulgent future.
THE BIRTH OF Mithila Motors Pvt Ltd
Mithila Motors Pvt Ltd started its journey 50 years ago on May 12th, 1958 under the
leadership of Late Shri Bipin Parikh, with operations as dealers for Morris and later as dealers
for Mico Bosch Group, for Bihar. In the same year, the company bagged the dealership of Tata
Motors, the largest commercial auto-maker in the country.
MML continued to grow at a fast pace, spreading its wings further, Mithila integrated with
Maruti Suzuki. Indeed, it was among the first ten dealers for Maruti in India, and it soon attained
the first-phase dealership for Tata Motors and Maruti. Traversing an obstacle strewn trajectory,
Mithila Motors now enjoys the status of one of the largest automobile trading houses in Eastern
India, sporting a plethora of commercial vehicles and staff strength of over a 100 employees.
There was a change with the formation of a separate State of Jharkhand, as Mithila’s dealership
for Maurti at Patna was ceded in January 2003.
A New Beginning
A new beginning had been made, and Mithila Motors, slowly but steadily continued the
uphill trudge. From an office at JMA Stores, MML, in 1948, shifted to a plot near the Ram
Mandir in Bistupur, Jamshedpur, and repair work of the Morris cars were undertaken there.
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The year 1958 was a significant one for MML, as it bagged the dealership for Tata Motors under
Utkal Automobiles for eight cities in Orissa; Rourkela, BBSR, Cuttack, Sambalpur, Baripada,
Barbil, Jaipur Road and Behrampur.
Mithila was suitably recognized by Tata Motors in 1959, for the highest sales of spare parts.
They had achieved an impressive figure of Rs 1.10 crores worth of sale in just nine months. The
business continued to grow by leaps and bound and MML had soon got the dealership for
Standard Herald cars, Vespa scooters and Standard Lamrata scooters on the Patna Exhibition
road.
Adityapur was also at the cross-roads of exponential growth, as Tata Motors had shut down its
plant for body building, and Adityapur had embarked on this new venture. In fact 1968, body
building for tippers and dumpers started in the industrial sector of Adityapur.
Mithila prospered along with the growth of Adityapur, as it bagged the dealership of Tata
Motors, under JMA Stores at Bokaro, Northern Bihar – Muzaffarpur, Chapra, Bethia, Patna and
Purnia. MML has also been dealers for Yamaha – two wheelers, MICO, Godrej, Escorts –
Tractors. Another major milestone for the company was, when it achieved a record sale of 100
dumpers in the Balimela Dam Project, Koraput in a month.
Founder & His Voyage
Mr Bipin Parikh took over the reins of Mithila Motors in his
hands,from the young age of 13, along with is brother, the Late Mr
Nagin Parikh. The first office was on the premises of the current
JMA Stores. He was still in school, when he embarked upon his
business career, and got the dealership for Morris cars.
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Born to Sri Bhagwanjee V Parikh and Srimati Kamla V Parikh on
April 11, 1933, Mr Bipin Parikh was one among four brothers and
six sisters. Having completed his education from KMPM School,
Jamshedpur, while also taking care of the business, he travelled to
Europe in a Scout Jamboree as team leader in 1951.
As Mr Bipin Parikh toiled to make Mithila Motors a successful
business venture, he bought some land as personal investment on the
National Highway-33, and built a lovely farmhouse on it, which he
named- “Chitrakoot”. He married Mrs Dhiriya Parikh in 1960 and
they have one daughter and two sons from the marriage.
Construction of the Devi cinema hall at Bokaro in 1979, was another
of Mr Parikh’s gesture towards his social commitment to society.
VISION
To become a premium dealership with a clear focus on each business
MISSION
To deliver superior value to our customers, employees and society
VALUES
* Integrity
* Commitment
* Passion
* Speed
PHILOSOPHY
The further we go doing our Business… The Closer We Come to You…
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MAJOR Products which are dealed by Mithila Motors Ltd :-
The network of the Mithila Motors Ltd is in Jharkhand. So Mithila Motors Ltd sells Tata
motor products with different segments in Jharkhand.
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Small Commercial Vehicles
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Light Commercial Vehicles
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Intermediate Commercial Vehicles
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Medium & Heavy Commercial Vehicles
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BUSES
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Ambulance
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HR PRACTICES IMPLEMENTED AT MITHLA MOTOR
The Human Resource practices which are being implemented at
Jamshedpur,Jharkhand ,commercial vechicles of Tata motors are described below. The practices
are being described by dividing them under the various heads which are to be studied.
Performance Management Systems
Tata motors follows a 180 degree evaluation system for doing the performance evaluation of its
employees. It has a midyear review system where one-to-one discussions happen between the
immediate supervisor and the employee.
At the start of every year employees fill their PMP form which has two parts in it.
• One part consists of the objectives which are to be achieved in the current year, along with the
results which is filled at the time of mid review.
• The second part consists of PDP, which insists upon what are the developmental plans of the
employee for the year.
The objectives flow down to individual from the supervisor which in turn comes from larger
organizational objectives.
At the end of year the overall performance of an employee is measured after which performance
ratings are given. The ratings are given on a scale of 1 to 5 where
• Level 1 stands for Extraordinary Results
• Level 2 stands for Very Strong Results
• Level 3 stands for Strong Results
• Level 4 stands for Results Need to be Improved
• Level 5 stands for Unacceptable Results.
There is a Bell- Curve system which is in place in the organization which insists upon employees
working consistently upon improvising performance. Discussions for the same happen between
various Departmental Heads, Plant Head and HR Head. With the whole process in place the
performance ratings are revealed to employees.
For employees having rating as Level 4 there are various improvement plans like Focused
performance plan which is put in place to help them to improve their performance
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Managerial Skills Survey
Managerial Skill survey is survey taken on an annual basis where the employees give a feedback
for their immediate supervisor.
All the employees get a link on the portal to fill the survey. Once the employees fill the feedback,
individual reports are generated and sent to the supervisor along with the HR Lead. Thereby areas
of development are identified and thus plan of action is included in the PMP of the individual.
The discussions for the same happen with his supervisor and finally implementation of the
developmental plan takes place.
Thus, this gives every individual a platform to voice their views for their managers. This also
builds in more responsibility towards the team in a manager as they are also under a review by
the team.
1.2.4 Training and Development
The Training process of the company focuses towards the development of its people. It conducts
both in-house and external trainings for its employees.
The training needs of employees are identified by three ways;
a) Through PDP sheet (filled by employees)
b) Through inputs by Supervisor.
c) Through Talent Management System for High Potential Players.
The process of training need identification is done at the start of every year. Most of the training
programs are conducted in the third and fourth quarter as it is the lean period for production.
Tata motors Learning Academy (TLA) supports lot of information for the employees which can
be accessed online. Whirlpool has now introduced online training programmes for its employees
it is called as Whirlpool Virtual University.
1.2.5 Employee Engagement
TATA motors as an organisation insists too much upon employee engagement, this is seen
clearly at JSP where employees are empowered to take decisions related to work. They are made
to feel an important part of organisation. To have employee engagement Whirlpool has lot of
initiatives like:
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Rewards and Recognition:
Under this head there are lot of rewards which are given to employees. They are:
Spot Rewards
Cheers Award
Employee of the Quarter
Pinnacle Award
Smart Squad Award.
Long Service Award.
• Friday Events and Birthday Bash.
• “Sparsh” – the internal communication magazine.
“Splash”- gathering event after the eventful peak season.
MARKETING
TYPES OF SALES PROMOTION
Main tools sales promotion also known as methods of sales promotion may broadly be divided in
to two parts.
A. CUSTOMER PROMOTION METHOD
B. DEALER PROMOTION METHOD
CUSTOMER PROMOTION METHOD
Customer promotions methods of sales promotion are the methods which directly encourage
consumers to buy the product .
Discount Coupons
Discount coupons are distributed to consumers. A discount coupons is certificate which enables
a consumer to get a certain discount on the purchase of a particular product .Such coupons
encourage these consumers to go and to purchase the product.
Free Gifts
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Free gifts will be given to consumers on the purchase of a particular in a particular quality. Thus
it is an open invitation to the consumers to come and purchase the product. Example –an
attractive coffee mug free with a pack of 200 gms of Nescafe coffee.
Reduction in prices
The producers or dealer announce heavy reduction in the prices of the product, generally on
some specific occasion or festivals. Example -20% to 30%discount on all the product of Gandhi
ashram on Gandhi jayanti.
Trade Fair and Exhibitions
India is a country in which various fairs and exhibition are organized at different level in
different parts. Some producers take part in these fairs and exhibitions and display their products.
Special prizes
Every purchaser of the product is given a prize coupon during a certain period. All the coupon
distributed during this period are put in to a box and a lottery is withdrawn there from. The
winners are given some attractive prizes. Thus this scheme also compels the consumers to
purchase and use the product.
DEALER PROMOTION METHOD
A dealer promotion method includes all the methods which are adopted with a view to encourage
the dealer and distributors to purchase and resell the product in more and more quality .Dealer
promotion methods include the following methods.
Advertisement Material
The advertising materials prepared by the company such as store signs banners self –sings
boards etc are distributed to sub dealer for display purpose.
Store Demonstration
In the premises of the whole seller or the retailer ,the producer’s sales personal will conduct
special demonstration to introduce a new product as its advantage can be highlighted and the
consumers doubt can be cleared, it can also be used to stimulate sale of old product . A goods
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demonstration will draw heavy crowds in to the store and will draw attention of the consumer to
the product.
Dealer Premium
The dealer is offered a gift every time he purchase a given number of the company brands. The
dealer is given cash kind discount for such purchase.
RESEARCH METHODOLOGY
Objective of the study
Primary objectives
• To ascertain the level of satisfaction among the Tata Motors vehicle owners(commercial
vehicles) with respect to services provided by authorized servicestations.
• To evaluate critically market acceptance of Tata Motors (CVBU) products.
• To analyze the price sensitivity in various spares.
• To find out the customer’s perception on different attributes through
questionnaires.
Secondary objectives
• Consumer perception towards the products of Tata Motors(CVBU)
• Advice to change some attributes of Service Station.
• To understand the potential market.
• What are the ways to retain the existing customers of commercial vehicles to
service station
SCOPE OF THE STUDY
As the title of the project “CUSTOMER SATISFACTION SURVEY ’’ suggests that the
project is divided into two major parts
1) Technical
2) Commercial
The scope of the technical part is limited to the company premises only. Various raw materials
are imported from our own Domestic and foreign market also. The research and development
department of TATA MOTORS is constantly attempting to lower the cost of some of the
models.
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The scope of the commercial part is very wide. The geographical area covered is
JAMSHEDPUR. The time period assigned to me was complete two months. The authorized
service station covered for the survey was MITHILA MOTORS PVT. LTD.
Basically there was a questionnaire to which the respondent has to respond.
Research Design
All research approaches can be classified into three general categories:
1) Exploratory Research2) Descriptive Research3) Casual Research
Since data collection method is from surveys, hence Descriptive type of research is used
for analysis of the data.
The study was descriptive in nature because it depicts characteristics or functions of themarket. It
describes the number, distribution and socio-economic characteristics ofpotential customers for
the product.
Type and collection of data used
Basically there are two types of data which are used in marketing research process
1.Primary Data: the methods of collecting primary data are as follows,
A: Observation
: Interview
C: Telephonic Interview
D: Questionnaires
Interview:Interview is one of the chief means of collecting data in research process.Interview
may be defined as a systematic conversion initiated for a specific purpose andfocus on certain
planned content areas. It is not a simple two way conversion between aninvestigator and an
informant.
Surveys: There are three main types of surveys, depending upon the method of data
gathering used: personal interview surveys, telephone surveys and mail surveys.
Advantages of survey: Following are the main surveys:
1. Wider Distribution
2.Less Distribution Bias
3. Thoughtful Reply
The primary data under processing is collected from both direct filling the questionnaires
and through telephone interviews also.
2. SECONDARY DATA:The data once collected by one person become the secondary
data if used by another person.
Sources Of secondary data: The various sources of secondary data are as follows:
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1. Bibliographies.
2. Directories.
3. Newspaper.
4. Journals.
5. Websites
6. Television
The secondary data like information of existing customers, information about company’s
profile product line and sales figure has been taken from company’s website.
Sampling
A sample is a part of the population. The sample should be representative of thepopulation and
the information obtained must be reliable. In any survey where reliabilityis desired , the error and
variance have to be controlled , measured , and interpreted.
The sample size is of one hundred for existing customers.
The type of population selected is the TATA MOTORS service station named MITHILA
MOTORS PVT. LTD at JAMSHEDPUR.
Sampling Technique: Non – probability judgment sampling
Statistical tools used
The list of statistical tools used while analyzing the data is as follows:
TABLES
BAR CHARTS
PIE CHARTS
OPERATING ECONOMY
TEST OF HYPOTHES
Limitations of the study
Every study conducted may have certain shortcomings and unfortunately ours is also asimilar
case. A few errors have crept in despite our best effort to avoid them but it isexpected that still
our study and findings are very much relevant.
An error may have been due to the samples taken not conforming to the actual
population: this is because the sample is a convenience sample.
Personal bias or error of the interviewer might also have crept in: some cases,
while interpreting the respondents.
Certain questions which are not properly responded by the responders.
Some of the respondents have not responded totally
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CRITICAL REVIEW OF LITERATURE
Presenting a tempered vision of the technological future, Tata Motors MD
As increasing liberalisation norms transform the Indian economy, the transportationsector is set
for explosive growth. The personal and public transport segments are still inan early stage of
growth, but you don't need a crystal ball to see the sweeping changeswaiting to happen.
The government's massive infrastructure development programme is connectingthousands of
towns and villages all over the country. The building of roads where dirttracks existed before is
spurring communication and commerce. Suddenly, cars, busesand scooters are plying where
only bullock carts used to. A whole new world of opportunities is opening up for our rural
communities.
Rapid growth will inevitably bring problems in its wake. This doesn't mean we should curtail
growth; instead, if we have to bring about an improvement in the quality of life of our people, we
must remove constraints. The challenge will be to ensure there is greaterdiscipline in the
development process, more certainty.
Strategies for tomorrow
Looking ahead, there are strategic issues that Tata Motors need to address. One suchdiscussion
involves moving from low-cost production to high-quality products. Frankly,in today's
environment, I don't see a conflict between the two. I would argue that it's notan either/or
situation at all, for I can be a low-cost producer and yet steal a march overothers through
innovation
In fact that's how the strategy is unfolding for us. The equation that a good vehicle can bemade at
a lower cost is emerging quite clearly with advances in technology anddevelopment of
appropriate business models and product packages. A case in point isAce, our small truck,
launched in 2005. As a four-wheeler, it is positioned against the bigthree-wheelers, and gives
customers what they want, and at a competitive price, whilemeeting safety, emission and
comfort norms. The Ace is doing pretty well.
Similarly with the Tata Motors low-priced car. It will have all the features essential forcomfort
and safety. By applying effective technologies and innovative solutions, we willtry and ensure
that it remains a low-priced vehicle, without compromising on its quality.
As economies liberalize, competition will only stiffen, be it in India or elsewhere.Compared to
us, there is a gap in quality and performance that works in favour of foreignbrands; on the other
hand, there is a gap in cost that is not to their advantage.
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What foreign companies would like to do is to retain that positive gap in performance
andquality, and reduce the gap in cost. Companies like ours, which have an advantage in costbut
an adverse gap in quality and performance, will aim to close the gap in quality andretain the gap
in cost.
These will be the two key strategies for the future. I feel that companies like Tata Motors,which
have the cost factor on their side, will have an advantage. Time alone will tell if Iam right!
Steps ahead
But technology and cost competitiveness are only one part of the story. It is the principleswith
which the Tata Group does business that will be the real differentiator. Ourcommitment to the
communities, the countries we operate in, sets us apart from other multinationals.
As the largest automobile company in India, Tata Motors has to keep at least half a step
ahead in an evolving market in order to maintain its leadership position. I am confident
our company will adapt to expanding opportunities in the market even as they emerge,
and maintain its leadership.
FINDINGS AND ANALYSIS
SAMPLE SIZE = 100 CUSTOMERS
The questions were asked to 100 customers about customer’s satisfaction that havepurchased
Tata Motors heavy & light commercial vehicles.I have selected severalmodels which are LPT
2515 TC, 2516 TC, SE/SK/1613, ACE, 407 EX, 207 DI EX, 3516TC, 1109 EX, 709 LP.
The data’s collected were of the month of May and June from MITHILA MOTORS pvt.
Ltd. (DEALER) in JAMSHEDPUR.
Q1. When was the last time your TATA vehicle was serviced with a TATA dealer/
TASS?
INTERPRETATION
Most of the customers have come for service inTATA DEALER SERVICE STATIONin the
month of april i.e. 32% last time and the least the customers came for service is inthe year2006
i.e. only 18%.
According to the customer survey many customers told that they have to come forservice
again and again because of some problem in the vehicle. Only 18% of the totalcustomers said
that they have come to a dealer service after a very long time. Those 18%customers are quite
satisfied with the service
Q2) Where did you take it for service? (Name of the dealer)
INTERPRETATION
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80% of the customers come for services in MITHILA MOTORS (DEALER).Only 20%prefer
others. According to the survey all the people are very well known to the people inmithila and
they trust them.80% customers regularly come for service in mithila motors.
Q3) How was the overall experience?
INTERPRETATION
According to the survey 60% customers are overall satisfied and 40% are dissatisfied.
According to the survey:
• Most customers are dissatisfied with the unavailability of spare parts in Mithila
motors.
• Some are dissatisfied with the product quality.
• Some are unhappy with the mechanics working in Mithila motors.
• Most of the customers are very much happy with the culture of Mithila motors
and also the way the staffs attend the customers.
• Some are unhappy with the space available for servicing at dealer point.
• Some are dissatisfied with the delay in service.
Q4) NO. of TATA commercial vehicles used in the past 5 years
INTERPRETATION
According to the survey customers who have used more than 10 tata commercial vehiclesare
35% of the sample customers. Customers who have more than 5 Tata CV are 22%and 43% of
the customers have less than 5 commercial vehicles.This shows that many customers are
satisfied and happy with TATA COMMERCIAL VEHICLES and of their services.
The FLEET OPERATORS of TATA COMMERCIAL VEHICLES who operate in whole
of Jharkhand and have more than 10 TATA CV is:
1 UTILITY TRANSPORT
2 FRONTLINE ASSOCIATES
3 B.S. ROADWAYS
4 COMMERCIAL CARRIERS
5 TARAPORAN COMPANY
6 RAHANIA TRAILORS
7 MALLIK TRANSPORT
8 HAULERS INDIA
9 TAURIAN FINANCE STEEL CO.
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10 NARESH KUMAR AND CO.
11 C.C.I.
12 SEIZER METALLICS
Q.5 HOW FREQUENTLY MAINTAINANCE COST OCCURE?
INTERPRETATION
According to the survey I found that only 9% customers have to incur maintenance costmore
than 3 times a month.73% of customers have to incur less than 3 times a month andalso 18%
customers reported that they didn’t incur any expense on their vehicle sincethey purchased.
These customers have recently bought their vehicle. Therefore it meansthe maintenance cost of
TATA commercial vehicles is very less.
MODEL WISE MAINTAINANCE COST
NTERPRETATION
26% customers did not interact with the service advisor and 74% customers took
suggestion of them.
Understanding the problem
INTERPRETATION
26% customers did not interact with the service advisor and 74% customers took
suggestion of them.
Understanding the problem
PROPER ESTIMATE OF TIME & COST
INTERPRETATION
According to the survey 60% customers said that the dealer gives them proper estimate of Time
and cost.40% said that they do not give the estimate. The customers said thatsometimes spare
parts were not available so theytook time to arrange the spare parts. Dealers saidthat first they
have to see exactly what is theproblem in the vehicle and then they do the repair?
Q6) .Was it delivered on time?
INTERPRETATION
76% Customers said that their vehicle was delivered on time. Only 24% said it was notdelivered
on time. According to the survey one customer said that the dealer oncedelayed for 2-3 days in
delivering the vehicle because then parts were not available.Sometimes que is formed in the
workshop. The main reason is because of space problemin MITHILA MOTORS.
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SWOT ANALYSIS
SWOT ANALYSIS FOR TATA MOTORS
STRENTHS
Tata Motors has major share in MHCV segment (60%) and second largest in passenger vehicle market.
• The company is the world's fifth largest medium and heavy commercial vehicle manufacturer.
•Tata Motors is the first company from India's engineering sector to be listed in the New York Stock
Exchange (September 2004).
• The company has made major mergers and acquisitions in the recent past viz. Ford and Land Rover
(U.K.), Daewoo commercial vehicles company (Korea).
• 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, Spain, Ukraine, Russia and Senegal.
WEAKNESSES
• There is a need for more service stations for its authorized dealers.
• The recent mergers and acquisitions were too expensive.
• Maintaining the good quality product at a comparatively low cost is becoming tough for the company.
OPPORTUNITIES
• There has been a continuous increase in the exports of both commercial and passenger vehicles of Tata
Motors.
• Government has provided the companies with SEZ’s and EEZ’s with flexible policies and also
providing concessions for manufacturing plants meant for export.
• Though the urban market has been penetrated, the rural market is still open for penetration.
• The average annual income of people in India has increased which ensures the demand for both
passenger and commercial vehicles.
THREATS
• The biggest threat for the company is the increasing prices of the raw material, most important among
them is steel.
• The interest rate on vehicle loans has been increased by the government several times during the past
few years which has lead to fall in the demand.
• Since the government has allowed 100% FDI in automobile sector lot of foreign players have entered
into the Indian automobile sector e.g. Hyundai, Toyota.
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• There is also a rise in the number of domestic competitors in the recent years
QUESTIONNAIRES
CUSTOMER FEEDBACK
Q1. When was the last time your TATA vehicle was serviced with a TATA dealer/
TASS?
Q2. Where did you take it for service? (Name of the dealer)
Q3. How was the overall experience?
Q4. How many TATA commercial vehicle have you used in the past 5 years?
Q5. What type of work was required in your vehicle?(FC/ PS/PR/ WR)
Q6. Did you have to make an advance booking
Q7. If your vehicle was under warranty was it immediately accepted or it took time for
a decision to be taken?
Q8. Were you asked to pay a deposit or charged for lubricants?
Q9. When the vehicle arrived at the dealership/ TASS, how long did it take for the
vehicle to be taken into the workshop and open job card?
Q.10 Are you with the performance quality of Tata novus?
Very satisfied.....................................................
Quite satisfied....................................................
Very dissatisfied................................................
Q11. How frequently the maintenance costs occur?
Q12. Did you interact with service advisor about your problem? Did he understand the
problems? Was a road test taken?
Q13. Did the workshop give you a proper estimate of time and cost?
Q14. Was it delivered on time?
Q15. How frequently you change the tyre?
Q16 . What is the mileage of the vehicle?
Q17. Did you go back to the workshop for the same problem shortly afterwards?
Q18. How do you find the competence of mechanic in the workshop? Do they know their jobs
well?
Q19. Will you recommend others for service in this workshop?
Q20. Are you happy with the cleanliness and workshop infrastructure?
Q21. If you could make one suggestion that will help the dealer/ TASS improve their service to
customers like you, what would be it?
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Q22. Electronic/print media should be source of promotion for Tata motors product.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q23. Hoardings/promotions/canopies should be used for promoting Tata motors product.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q24. Friend/peer/relatives are reliable source of information for Tata motors product.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q25. Promotion through Dealer/store should be applied for Tata motors product.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree .
Q26. Brand should be given preference among other things while buying Tata motors product .
1. Strongly Disagree 2. Disagree 3 Neutral 4.Agree 5.Strongly Agree.
Q27. If the price of is lower Tata motors product compared to others, it should be given
Preference compared to other factors.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q28. Technical specifications/features of the should Tata motors product be given preference
compared to other parameters.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q29. After sale service schemes should be preferred compared to other parameters.
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q30. You were fully aware about the product details of at time Tata motors product of buying?
1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
Q31. You feel satisfied with your existing Tata motors product..
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1. Strongly Disagree 2.Disagree 3.Neutral 4.Agree 5. Strongly Agree.
CASE STUDY
THE RACE FOR ACE
ABSTRACT:
This case study is an endeavor to unfold the success story and the challenges of one of the
most successful commercial vehicles manufactured by Tata Motors i.e. “ACE”. The company
realized that the entry level for the semi-urban and rural market was a product between three
wheeler and a pick-up truck, at a price sensitive level. It put together a team to develop such a
vehicle, and it came up with an ACE.
Ace made a new segment called small commercial vehicle segment and is seen as an ideal
vehicle for short, narrow village roads as well as long highway hauls, for the small bulky loads
and large heavy ones. India’s first mini-truck- Tata’s ACE was launched in May 2005 and sold
6,500 units in a month. Since May 2005 till date Tata’s Ace has dominated the one ton four
wheeler truck segment (SCV’s).
Ace is the only commercial vehicle of Tata Motors whose demand exceeded the supply. The
Tata Motors plant at Pune which manufactured Tata’s Ace had to increase it’s production to
100% i.e. annual increase of production from 30,000 units to 60,000 units in the period 2005-
2006. Though Ace has performed exceptionally well for Tata Motors since it was launched in the
year 2005 and still dominates in the market in its own segment, but the future of Tata Motors is
full of challenges with all its competitors viz. Bajaj Auto, Force Motors, Eicher, Piaggio, Atul
Auto and Ashok Leyland are all ready to counter ACE, though it’s always a tough task to
compete with the products of Tata Motors. The case study tries to find out the reasons for the
success of ACE and the challenges ahead.
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CONCLUSION
Looking at the present market scenario we can say that it was Tata who owns the credit of
giving a new commercial vehicle segment to India i.e the small commercial vehicle segment.
Before the introduction of Tata’s Ace the market was dived into the following segments viz.,
heavy commercial vehicles, medium commercial vehicles and light commercial vehicles
including the three wheeler cargo carriers.
Tata was lagging in the light commercial vehicle segment. The credit goes to Tata as it
performed a survey of the customers and understood the need of a low cost commercial vehicle
which is between a three wheeler carrier and a pick-up truck. The Ace was then the gift to the
price sensitive customers.
Its almost three years when Ace was launched in India by Tata and since then it has performed
well and has forced the other automobile manufacturing companies to think and come up a
product which can compete with the Ace. And the time has arrived when the competitors have
replied and replied well with Piaggio’s Ape-Truck being the first one and the companies like
Bajaj, Eicher, Atul auto an Force Motors will follow in the race to capture the Ace.
Tata will have to think in order to maintain there supremacy in the small commercial vehicle
segment and may be bring some changes in their product. They will have to look into the cost of
there production and also the marketing strategy which has to be more competitive now after so
many companies are entering in the small commercial vehicle segment. Since the number of
companies providing the small segment commercial vehicles will increase, the customers will
now be poised of various choices.
Prices are bound to decrease further as there will no more be monopoly enjoyed by Tata’s Ace
and monopolistic competition will rule the prices. This also indicates that Ace which is till now
experiencing the growth stage may now enter into the mature stage of the product life cycle.
Decline stage may also follow unless a good strategic decision is taken by the company.
Aggressive marketing will also become the need of the hour.
Product modification and changes as per the market demand is needed even for a product
which may have ruled the market in its own segment for consecutive three years.
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REFERENCES
http://www.automobileindia.com/india-automotive/automotive-trends.html
http://www.tata.com/tata_sons/articles/20060818_rural_india.html
http://www.mithilamotors.com
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