project tata motors of tata ace

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CERTIFICATE This is to certify that the Summer Training Report entitled A STUDY ON CORPORATE SALES AND MARKET ANALYSIS OF LIGHT COMMERCIAL VEHICLE(with special reference to Tata Ace) submitted by A………… Singh in partial fulfillment of the requirement for the award of degree MBA to K I T , Uttar Pradesh Technical University is a record of the candidate’s own work carried out by her under my supervision. The matter embodied in this dissertation is original and has not been submitted for the award of any other degree. Mr………………. Mrs. …………. Head of Department Assistant Professor Date: [1 ]

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Page 1: Project Tata Motors of Tata Ace

CERTIFICATE

This is to certify that the Summer Training Report entitled “A STUDY ON CORPORATE

SALES AND MARKET ANALYSIS OF LIGHT COMMERCIAL VEHICLE” (with special

reference to Tata Ace) submitted by A………… Singh in partial fulfillment of the

requirement for the award of degree MBA to K I T , Uttar Pradesh Technical

University is a record of the candidate’s own work carried out by her under my

supervision. The matter embodied in this dissertation is original and has not been

submitted for the award of any other degree.

Mr………………. Mrs. ………….Head of Department Assistant Professor

Date:

[1 ]

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ACKNOWLEDGEMENT

Perseverance, Inspiration and Motivation have always played a key role in

the success of any venture. Working on this project was a challenge. It is often

difficult to understand wide spectrum of knowledge without proper guidance and

advice.

I wish to express my gratitude to Mrs. …………………. Assistant

Professor, Institute who assigned me this project. He has been constant source of

guidance and encouragement in exploring the nuances of the project. He took special

interest in the study and gave me his guidance and pertinent suggestions.

Last, but not the least I would like to thank for intellectual simulation, moral

support and constant source of inspiration throughout the project and I gratefully

acknowledge the continuous assistance and inspiration given to me by him.

It has been a privilege and pleasure working under the guidance and

experience which will be cherished for a long time to come.

This acknowledgement is incomplete without rendering impartial gratitude to

all those who has helped me directly or indirectly in making this project a success.

A………. SINGH

M.B.A. 3rd Sem.

[2 ]

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DECLARATION

I, A……….. SINGH, student of MBA at …………………., ………….

hereby declares that the project report entitled “A STUDY ON CORPORATE

SALES AND MARKET ANALYSIS OF LIGHT COMMERCIAL VEHICLE”

(with special reference to Tata Ace) is an original document and has been done

with consultation with the project guide. Feasible suggestions duly incorporated have

been incorporated in consultation with the project guide.

A…………. SINGH

M.B.A. 3rd Sem.

[3 ]

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PREFACE

This project report is the result of my 8 weeks of on job training in TATA MOTERS.

Summer internship is an integrated part of the MBA course in which the student has

to perform and it aims at providing a firsthand experience of the industry to the

students. This practical experience helps the students to view the real business world

closely. Which in turn widely influences their conceptions and perceptions about the

corporate world.

In order to make students competent all the students are required to take a real time

project work under summer training in the MBA Curriculum. Project work also helps

to understand but practicality goes on in the corporate world and correlate the

theoretical concepts better which remains undiscovered in the classrooms.

I was really fortunate for getting an opportunity to complete my summer internship in

a reputed, well established company TATA MOTORS.

I had make my discussions with my training guide and he assigned me the project

“Data Base Collection on Light Commercial Vehicle”.

(TATA MAGIC , TATA 709, TATA 809, TATA 909, TATA 1109,TATA 809EX2

BOTH LPT& SFC SEGMENT) which is a important work of TATA MOTORS

regarding selling and it requires a lot of extensive study & market research to gather

the information. It provides us a great deal of exposure and I really found the practical

work totally different from theoretical.

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CONTENTS

TITLE PAGE PAGES NO.

BACKGROUND OF STUDY……………………………………… 2

OBJECTIVE OF STUDY………………………………….............. 5

SCOPE OF STUDY………………………………………………... 6

INTRODUCTION OF TATA ACE………………………….……..

7

INTRODUCTION OF TATA GROUP…………………................ 21

BRIEF HISTORY........……… ………………………………..….. 28

COMPANY PROFILE…………………………………………….. 33

MARKET RESEARCH………………………………………….…. 66

RESEARCH METHODOLOGY...................................................... 71

STUDY OF RESEARCH PROBLEM............................................. 73

DATA COLLECTION……………………………………………. 75

SWOT ANALYSIS…………………………………………..……. 77

DATA ANALYSIS……………………………………………….. 80

FINDING & RECOMMENDATIONS…………………………... 90

CONCLUSION…………………………………………….……… 92

QUESTIONAIRE………………………………………………….. 93

BIBLIOGRAPHY……………..………………………………………. 95

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INDUSTRIAL BACKGROUND OF THE STUDY

BACKGROUND:

India is the largest country in South Asia but only the 7th largest in the world, with

a surface area of 3.2 million sq km. The

former British colony, however, the 2nd

highest population on earth, with some

1.19 billion people, a figure only

beaten only by China's population of 1.34

billion. The country has an extensive

coastline, with the western coast

facing onto the Arabian Sea, the

southern facing onto the Indian Ocean, an the eastern facing the Bay of Bengal. India

has landborders with Pakistan (2,912km) to the north west, China (3,380km), Nepal

(1,690km) and Bhutan (605km) to the north, Bangladesh (4,053km) and Burma

(1,463km) to the east.

Indian automotive industry has been going through a healthy phase over the last few

years. At present, the domestic market share is dominated by two wheelers, followed

by passenger vehicles, commercial vehicles and three wheelers. A number of Indian

automobile firms have now mastered the art of manufacturing sophisticated light

commercial vehicles and heavy commercial vehicles along with cars of varied

segments.

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Automobile companies, like: Tata Motors, Mahindra & Mahindra, Ashok Leyland,

Swaraj Mazda and Eicher are manufacturing high performance delivering LCVs. The

LCVs produced by these companies are not only sold in India but are also exported to

various foreign markets as well. Light commercial vehicle statistics indicate that the

production of these vehicles will continue their phase of decent growth in the coming

years as well. A graphical representation of the trend of LCV production will help you

to get a better insight about the present situation of these vehicles in the country.

In the last few years huge amount of investments have been made in the automotive

industry. With more global players getting interested in the Indian automotive

industry, these investments are supposed to increase even more in the near future.

Most of the leading LCV manufacturers in the country are emphasizing on better

research and developmental activities and efforts are being given to provide efficient

after sales service to the customers. Light commercial vehicle statistics suggest that

the domestic sale of these vehicles will increase at a commendable rate. A graphical

representation of the domestic sale of light commercial vehicles in India from 2001 to

2007 is given as follows:

In the recent decades there has been a significant rise in the number of LCVs exported

to various nations of the world. The Indian LCV manufacturers are now utilizing

advanced engineering skills to develop world class vehicles that can give tough

competition to the LCVs produced by the auto giants, like: General Motors, Ford,

Toyota etc. As per the light commercial vehicle statistics, the export of these vehicles

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will grow in the following years. Export trend of light commercial vehicles from 2001

to 2007:

To know more about LCVs and matters related to automobile, browse through the

pages of, automobileindia.com.

[9 ]

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OBJECTIVE

To gain familiarity with a phenomenon or to achieve a new insights into it.

To portray accurately the characteristics of a particular individual, situation or

a group.

Provide an overview of the present situation of  TATA Vehicle in the

Segmented market.

Present a systematic analysis of customer’s need & want for TATA

MOTORS.

To find out Customer satisfaction regarding TATA Vehicle.

Collect the different opinion from different people in order to analyze the

performance of TATA Vehicle according to collected data.

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SCOPE OF THE STUDY

This project delivered the analysis about the sales promotion Market Research on

Commercial Vehicle users especially in transports. By the help of this project we can

find out what’s the actual position of commercial Vehicles is in the market. By the

survey with the help of Questionnaire and interview we can find out where TATA’s

Vehicle stand in the market in comparison to SWARAJ MAZDA, EICHER,

MAHINDRA & MAHINDRA and ASHOK LEYLAND. What is the satisfaction

level of the customer, where the problem is, where we are lacking behind with

other companies, how we can solve the problems and what should be the solutions.

It is very advantageous for the management to know the level of satisfaction their

customer and employees of the organisation. It becomes more easy for the

management, to handle the customer according to his or her need. This fulfillment of

need will work as a motivating factor for the user of Commercial Vehicle and coming

buyer which is likely to called C0 in working style of the company. By fulfilling the

requirement, it will work more efficiently. In addition to this, the study also shows

the need of the department.    This study can be taken as a basis for further studies on

needs of the similar sample, by which the management can understand the shift of

needs with the time factor.

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INTRODUCTION OF TOPIC

“DATA BASE COLLECTION ON LIGHT COMMERCIAL

VEHICLE” WITH SPECIAL REFERENCE TO TATA ACE

Tata Motors recently announced the launch of their transportation mode in the name

of Tata Magic. Tata motors takes yet another major initiative through their new

product in changing the way of traveling in India. The new Tata Magic has been

developed on the successful platform of the stupendous Ace and is targeted at both the

rural and urban areas in giving its customers a safe, comfortable four wheeler

transportation mode.

The new Tata Magic from Tata Motors was launched in a nationwide basis

which started with Gujarat and Maharashtra and the company expects to extend the

availability of the Magic to other remaining parts of the country in due course of time.

Besides, Tata Motors looks to create new segments with its Magic variant and they

aim to cover the entire spectrum of the needs of the customers in mass transportation

in a complimentary manner. The Magic is aimed to cover needs of transportation from

the rural interiors to top cities and high end luxury mass transportation category as

well.

Tata Motors has designed the new variant of Magic quite ergonomically with

an all-steel cabin. In fact, the Magic boasts of having a much flexible seating capacity

that can accommodate a minimum of 4 passengers and a maximum of 7 passengers.

The Tata Magic also pleases its customers with its very spacious and pleasant

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interiors. The interior includes some great comfortable seats with an ample legroom to

ensure the customer an enjoyable ride with his family.

The New Tata Magic from Tata Motors gets powered by a 700cc 16 HP water

cooled engine that runs on diesel. In fact, the engineers of Tata Motors have uniquely

designed the Magic to provide low maintenance costs but gives high fuel efficiency.

The Magic also has 12 inch tires that helps in providing a high ground clearance

compared to the vehicles of its class. Besides the twelve inch tires, the new Magic has

a rigid front axle that gives it the ability to weather any sort of tough conditions of the

Indian roads.

Tata Motors have taken some serious steps in making the Magic driver

friendly. The company has provided a turning radius of 4.3 meters which is quite agile

enough for the Magic to navigate through dense traffics and narrow by lanes. There

are some other utility features that have been added to the new Magic which includes

utility tray, a digital clock on the dashboard, an instrument cluster that is clearly

visible and a radio fitment provision for the benefits of the driver.

Indian customers can get the all new Magic from Tata Motors from their

exclusive showrooms, which is spread all across the country. The new Magic has

been reported to meet all the emission norms including the BS-III. Furthermore, Tata

Motors has taken special care of the Magic to develop it for use in any sort of market,

be it rural, semi-urban or urban. The price range of the Magic is around Rs.2.6 lakhs

and is backed by a 12 month/36000km warranty.

Tata Motors produces vehicles both in the Light Commercial Vehicles (LCV)

and the Medium and Heavy Commercial Vehicles (M and HCV) segments. It faces

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higher competition in the LCV segment, where its Tata ACE has been a huge success.

Internationalization forms a key component of Tata Motor's strategy and it has

successfully entered countries having a demand similar to India like South Africa,

Thailand and Argentina, mainly through acquisitions and joint ventures. It needs to

improve its product reliability, service network and channel reach in order to maintain

and replicate this success in other markets. Some of the recommendations for Tata

Motors are exploring mass customization options in the Small Commercial Vehicle

(SCV) segment, improving brand reputation and technology appropriation to bring

out a world class ultra-HCV segment.

Tata Motors is currently India's largest automobile company with revenues of

$7.2 billion in 2006-07. It is by far the leader in commercial vehicles and the second

largest player in the passenger vehicles market with winning products in the compact,

midsize car and utility vehicle segments. Employing around 23000 people and

headquartered in Mumbai, Tata Motors became the first company from India's

engineering sector to be listed in the NYSE in September 20041. While currently

about 18% of its revenues come from international business, the company's objective

is to expand its international business, both through organic and inorganic growth

routes.

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TATA ACE

ABOUT  “TATA ACE T- 275 IDI NA BS-II (and BS-III)”

The Tata Ace is a mini-truck (similar to Japanese Kei truck) launched in May 2005

byTata Motors in India. It is in competition with the prevalent three-wheeled goods

carriers from Bajaj Auto, Piaggio, Mahindra and Force Motors.

Tata Motors is India's only fully range manufacturer of automobiles with a portfolio

covering trucks, buses, utility vehicles and passenger cars. In its drive to continually

innovate and improve upon transportation solutions. Tata Motors began work towards

a small 4-wheeled mini truck.

The project aimed at offering superior

safety, versatile performance in varied

conditions, ease-of-maintenance, style,

comfort and cost-effectiveness, in a way

not experienced by the small cargo

vehicles owner. In May 2005, Tata Ace, India's first four-wheel mini truck was

launched, and it changed the face of sub 1-tonne goods-carriage in India forever.

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The success of the Tata Ace shook up the market and within the first year of it

production, Tata Motors sold 30, 000 Aces, and demand more than doubled to 70, 000

in next year. With time, the numbers of Ace vehicles on the road grew from strength

to strength and by 2010, there were over 500, 000 Ace vehicles on the road. Today

Ace has emerged as the single-largest commercial vehicle brand in the country.

By delivering a superior and safer driving experience, and the chance to garner more

earnings, the Ace has not only met the expectations of the thousands of owner-

operators across the country, it in fact, exceeded them to create a new paradigm in

cargo movement.

But the story of Ace doesn't end there, Tata Motors continued to hone and extend the

Ace product line and India's first mini truck evolved with India's ever-changing

commercial landscape.

Today, products from the Ace family such as the Ace CNG, Ace EX and the

powerful, ultra-stylish 1-tonne mini truck - Super Ace have met with great

enthusiasm. With the launch of Tata Magic in June 2007, the passenger variant of the

Ace, the platform's success crossed over into passenger transport as well.

Today, 'Chhota Haathi' as the Ace is affectionately known, is a byword for reliability

and business success among countless small-scale transporters and entrepreneurs in

India, but Tata Motors continues its efforts to take the Ace story even further. Watch

this space.

BIG ON PERFORMANCE

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Twin cylinder water cooled engine meets BSIII as well as BS IV emission norms

Long lead capability, can travel over 500 km in a day

Best in class gradability ensures easy climbing of roads with steep gradients Proven

track record

BIG ON SAFETY

Designed and manufactured using high strength steel, meets norms for frontal crash,

roof crush, and rear wall strength Largest wheel base in its class ensures best in class

stability High braking performance through front disc brakes and rear drum brakes

Bright halogen bulbs provide excellent lighting for night driving

BIG ON VERSATILITY

Spring leaf suspension both in front & rear Highest ground clearance

Most suitable for city as well as rural roads Small turning circle diameter of 8.6m

enables easy navigation both in narrow village streets and dense traffic Most suitable

for city as rural roads Small turning circle diameter of 8.6m enables easy navigation

both in narrow village streets and dense traffic

BIG STYLE AND COMFORT

Higher door opening range and low floor height for easy boarding Sun visor for

protection from direct glare Car like combi-switch with rotary switches for lamp and

wiper control Control pedals, gear shift and parking brake ergonomically positioned

for maximum comfort and easy access Styled dashboard with tray, digital clock, radio

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fitment provision, utility tray and clearly visible instrument cluster Lockable glove-

box for keeping valuable documents

BIG ON SAVINGS

Best in class fuel efficiency

Longer engine life

Easy availability of spares & service

Ease of maintenance

Lockable glove-box for keeping valuable documents

ELECTRONIC START & STOP ARRANGEMENT

Auto ignition off at engine idling after 6 seconds

Restart after pressing clutch pedal

Saves fuel at traffic jams & Red lights

5 SPEED GEARBOX WITH OVERDRIVE

Facilitates extra trips, extra revenue, extra profits

BIGGER TYRES

13 inch tyres better drivability in rough roads

High ground clearance of 175 mm

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ENVIRONMENT FRIENDLY FUEL

CNG reduces sulphur, benzene, lead and other toxic emissions thereby improving

combustion. It also does not interfere with the life of any engine component and the

engine stays clean internally.

RELIABLE & DURABLE PERFORMANCE

From the roughest road to the toughest job, TATA ACE has been built to give years

of dependable service even in extreme road and weather conditions.

LOW OPERATING COSTS

India's first MPFI CNG mini-truck, equipped with deceleration cut-off for better fuel

economy. The vehicle comes with an User-friendly CNG-Level indicator and

distributor-less, non-wasted spark-ignition with misfire detection.

History

December 2000 Girish Wagh was given a brief by Ravi Kant to create a new very

light truck line that would add to Tata's current truck range. It was to be economical

and to take on the three wheeled cargo auto rickshaws in the Indian market. Based on

this brief Wagh approached users of three wheel cargo rickshaws and got their

feedback on Tata's future four wheel cargo vehicle. The feedback indicated the need

for a economical vehicle that could take light loads over short distances. Additionally

the feedback also revealed that future owners would prefer owning a four wheeler

cargo vehicle for the perceived prestige it would offer over a three wheeled vehicle.

Launch and Reaction

Tata Motors launched the Ace truck in May 2005 for just above Rs 2 lakhs, Rs

200,000. The new vehicle was a big hit, selling 100,000 in just 20 months. As of May

2010 Tata Motors has sold over 500,000 Aces in just 5 Years. The Ace has created

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another historical event in the commercial vehicle industry. Currently this truck is

only offered in a single colour, (Irish cream), to save time in the paint shop. Tata is

building a new factory that will be able to turn out 250,000 a year.

TATA OK

Tata OK is the certified pre-owned commercial vehicles program of Tata Motors

Limited and provides ultimate convenience to customers trying to buy a pre-owned

commercial vehicle or sell their existing truck. Tata OK started the project in south

India with 4 key dealers and it has now been rolled out across the 4 southern states

and Maharashtra. At present Tata OK covers only Tata Ace.

NEW SEGMENT

Tata Ace has created a new mini segment in India. Priced between 2.25 to

3.35 lakhs INR, the company aims to convert three wheeler users to 4 wheelers. One

of the idea that has made the launch of this vehicle might be that the government

policy in India not to allow HMVs (that are categorized by vehicles weighing above 3

tonnes) to enter cities after 7 p.m. to reduce traffic jams and pollution. TATA has

found the gap in the market and released Ace. The 700 cc engine delivers a power of

16 hp (12 kW) at 3200 rpm and a torque of 3.8 m·kgf (37 N·m) at 2000 rpm gives a

tough competition to Piaggio's mini truck (3-wheeler). It has a permissible loading

capacity of 750 kg (1650 lb). It also has a modern cabin compared to its three wheeler

rivals. It is best suited for use by villagers in carrying goods over short distances. The

project was headed and executed by Girish Wagh.

MANUFACTURING LOCATIONS

The mini truck is now produced at the facility in Pantnagar, Uttarkhand although it

was initially manufactured at Pune. The Tata Ace succeeded in creating an entirely

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new segment that competitors are known to be working on different models to

compete against the Tata Ace.A new higher variant Ace II has also hit the roads.

TATA MAGIC

In June 2007 Tata Motors launched the passenger variant of the Ace, named Magic.

The Magic is the passenger version of the Ace mini-truck, the new Magic features an

all-steel cabin. It offers a flexible seating capacity of 4-7 passengers with adequate

legroom. Powered by a 16 bhp (12 kW), 700 cc water-cooled diesel engine, the Magic

offers high fuel efficiency and very low maintenance. The 12-inch tyres provide

higher ground clearance, and the rigid front axle is designed to handle tough roads.

The Magic's turning radius of 4.3 metres (14.1 ft) is nimble enough to navigate the

bylanes and traffic of India's crowded cities. The Magic has a clearly visible

instrument cluster, utility tray and a digital clock in the dashboard and also a

provision for fitting a radio.

The Magic meets BS-III emission norms and has been developed for use in any

market — be it urban, semi-urban or rural. It is backed by a 36,000 km/12-month

warranty. The Magic range starts at Rs 2.60 lakh (ex-showroom, Pune). Tata Motors'

two new vehicles, Magic and Winger, are expected to cater to the two ends of the taxi

segment. The Winger, which is a sturdier and more refined product, will attempt to

wrestle market share in the staff (ITES/ BPO employees) transportation segments,

Hotel & Inter-urban Tourist segments, airport drop and pickup.

Both the Magic and the Winger are being launched nation-wide, starting with

Maharashtra and Gujarat, after which availability will be extended to other parts of

the country in a phased manner.

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The Tata Ace is a mini truck launched by Tata Motors, can be used in cities as well as

in rural areas. Its 12" tyres give higher ground clearance and higher loading capacity

on roads.

Tata Ace Facts:

»  On Road Price Starts : Rs. 8,83,000 

»  Top Speed : 125 kmph

»  Mileage in City : 18.00 kmpl.

View Technical Specification

Its strength is from rigid front axle is designed on weather Indian conditions and rear

leaf spring suspensions coupled with the shock absorbers provide a smooth ride and

great driving comfort. Its has a small turning circle of 8.6m. The engine allows the ace

to travel over 500 kms in a day.

This mini truck helps in carrying the goods for a small distance created a new mini

segment and has 700cc engine delivers a power of 16 HP @ 3200 rpm and a torque of

3.8 mkg @ 2000 rpm with twin - cylinder IDI engine. It gives high fuel efficiency and

low-maintenance operation and has 4 - forward synchromesh plus 1 reverse gear box

with high braking performance in front disc brakes and rear drum brakes. 

This model has car-like interiors and numerous accessories allow you to ride in style:

Engine start and stop with key.

Styled dashboard with tray, digital clock, radio fitment provision, utility tray

and clearly visible instrument cluster.

Lockable glove-box for keeping valuable documents.

Easily accessible hazard warning switch for emergency.

Horn pad on steering wheel.

Twin wiper for safe driving in rain.

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SPECIFICATIONS

Model TATA 275 IDI NA BS-II (and BS-III)

Type 4-stroke, naturally aspirated, indirect injection diesel

engine

Max. Output 16 hp @ 3200 rpm

Max. Torque 3.8 mkg @ 2000 rpm

Displacement 700 cc

Special Items catalytic converter (only in BS III)

CLUTCH Single plate dry friction diaphragm type

GEAR BOX GBS 65-4/5.27

Type Synchromesh (4 forward gears), Sliding mesh

(reverse gear)

STEERING Mechanical, variable ratio (20.5 to 24.5), 380 mm

dia

Brakes Type Dual circuit hydraulically activated

Front Disc brakes

Rear Drum brakes (200 mm dia x 30 mm)

Parking Brake Cable operated mechanical linkages acting on rear

wheels

Type Parabolic leaf spring suspension at both front and

rear

Shock absorber Hydraulic double-acting telescopic type both at

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front and rear

Tyres 145R12 LT 8PR RADIAL

Max. Speed 64 kmph

Max. Gradeability 16%

Grade restartability 15%

Type Pickup type. Hinged rear tail gate

Loading height 675 mm

Load Body (external) Length : 2200 mm

Width : 1500 mm

Height : 300 mm

DIMENSIONS All in mm

Overall Length (A) 3800

Width 1500

Wheel base (D) 2100

Overall height 1820

Track Front (E) 1300

Track Rear (F) 1320

Min Turning Circle Dia 8.6 m

Max. GVW 1550 kg

Kerb weight 805 kg

Seating capacity Driver + 1

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INTRODUCTION OF TATA GROUP

The story of the Tata Group of business unfolds with the birth of its founder

Jamshedji Tata in the small town of Navasari in Gujarat in 1839. He breathed his last

in 1904 in Germany. His parents were Nuseerwanji and Jeevanbai Tata. Nusserwanji

was the first businessman in a family of Parsi Zorastrian priests. Destiny called him to

Bombay where he started trading. Jamshedji joined him at the tender age of fourteen.

He took admission in Elphinstone College and while still a student he married Hirabai

Daboo. Jamshedji graduated in 1858 and joined his father trading firm. Those were

turbulent times. The British had just managed to ruthlessly crush the 1857 Revolt.

Since the age of twenty-nine Jamshedji continued to work in his father’s firm. In

1868 he started a trading company on his own with a capital of Rs.21, 000/- His first

step was to acquire a bankrupt oil mill and convert it into a cotton mill which he

renamed Alexander Mill. Two years later he sold it with a good margin of profit.

With this he set up a cotton mill in Nagpur in 1874. Queen Victoria had just been

declared the Empress and in keeping with the times Jamshedji named it Empress

Mill.Jamshedji was a unique personality.

It was not just his own personal success but also of those who worked for him and his

group. Jamshedji was in close contact with revolutionary thinkers andnationalists like

Dadabhai Naoroji and Pherozeshah Mehta and strongly influenced by them. He came

to the conclusion that economic self-sufficiency should go hand in hand with political

independence. The former should be the base of the latter. Jamshedji had three key

ideas in mind. He wanted to set up an iron and steel company, world class learning

institution and a hydroelectric plant. Unfortunately during his lifetime none bore fruit

but he had planted the seed,which later took roots and spread its branches under the

care of his successors. The only achievement that he lived to see was The Taj Mahal

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Hotel. It was completed in December 1903 for a princely amount of Rs.4, 21,

00,000/-In this too he was inspired by nationalist thinking. In those days the locals,

that is Indians, were not allowed into the best European Hotels. Taj Mahal Hotel was

a befitting reply to this discrimination.Tata Group is a private conglomerate with

headquarters at Mumbai. The present Chairman is Ratan Tata who took over from

J.R.D. Tata in 1991. A member of the Tata family is always the Chairman of the

group. Its operations covers many fields related to industry and allied activities

concerned with know-how and its application engineering, information technology,

communications, materials, automotive, chemicals energy, telecommunications,

software, hotels, steel and consumer goods.The statistics and figures of Tata Group

speak for themselves.

Its revenue touches $967,229 million or $21.9 billion in 2005/06. This is equal to

2.8% of India’s GDP.there are about 246.000 employees in the Tata group as per

records of 2004. Market capitalization figure is $57.6 billion. There are ninety-six

companies operating in seven business sectors. Â Only twenty-eight of the ninetysix

in Tata Group are publicly listed. Tata operates in more than forty countries across six

continents. It exports products and services to one hundred and forty nations. The

Charitable Trust of Tata holds 65.8% of the ownership of Tata group TISCO now

called Tata steel set up in 1907 India’s first iron and steel plant in Jamshedpur, which

is often called Tatanagar. Production actually started in 1912. It produces steel at the

lowest cost in the world. This is mainly because it is assisted by group member

concern that deals with the supply of raw material like coal and iron. In 1910 was set

up Tata Hydro-Electric Power Supply Company. In 1917 the Tata group made its

debut in the field of consumer goods industry with the setting up of Tata Oil Mill

dealing in soaps, detergents and cooking oil. 1932 saw the establishment of Tata

[27 ]

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airlines. Tata Chemicals made its appearance in 1939. Telco now known as Tata

Motors started to manufacture locomotive and engineering products from 1945.

January 2007 is a watershed in the history of Tata Group. Tata steel made a

successful bid for UK based Corus Group, which was one of the world’s leading steel

and aluminum producers. After an unprecedented nine rounds of bidding Tata finally

clinched the deal.

Tata offered to buy 100% stake in Corus at 608p per share (all cash) totaling to a

value of $12.04 billion. It has turned out to be the biggest acquisition by any Indian

company. Tata Power is one of the largest private sector companies in India and

supplies power to Mumbai and parts of New Delhi. Then there are Tata Chemicals

and Tata Pigments. In the service sector there are Tata companies dealing with hotels,

general insurance and life insurance. Tata offers management, economic and financial

consultancy services. Tata is one of the best names in the world of investments and

shares. In the area of education Tata’s publishing house of Tata McGraw Hill is a

renowned name. Many renowned public sector companies and research organizations

like Indian Institute of Science, Tata Institute ofFundamental Research, Tata Institute

of Social Sciences, Tata Energy Research Institute and Air India (Tata Airlines) owe

their origins to the name of Tata. Other educational institutes are Tata Institute of

Science now Indian Institute of Science, Bangalore, Tata Institute Of Fundamental

Research “ deemed University, Tata Management Training center, Pune, Tata

Institute Of Social Science “ deemed University and National Centre for the

Performing Arts.The name of Tata is linked to consumer durables like tea, watches

(Titan) Tata Trent (Westside) to Tata Sky and even gold and diamonds like Tanishq

brand ofjewellery.In information systems and communications the Tata name comes

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with Computational & Research Laboratories, INCAT, Nelco, Nelito Systems, TCS

and Tata Elxsi.

There are software companies Tata Interactive Systems, Tata Infotech, Tata

Technologies Ltd, Tata Teleservices, Tatanet etc. Tata acquired VSNL, the Indian

telecom giant from Bermuda based Canadian company named Teleglobe in 2005. The

aim of Tata Group is to improve the quality of life in the society by virtue of

integrity, understanding, excellence, unity and responsibility. The entire family

known as the Tata Group shares these values. Tata’s contribution to India’s

education, science and technology has been widely documented and respected. The

blue colored log of Tata speaks for fluidity as well as fountain of knowledge. It can

also be seen as a tree under which all are welcome to take refuge.

[29 ]

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ABOUT KAILASH MOTORS

KAILASH MOTORS is one of the outlets of J N GROUP, situated at Kanpur,

which has been working for more than 50 years. KAILASH MOTORS is the

commercial vehicle outlet of TATA MOTORS.

KAILASH VAHAN is one of the group of J N GROUP, makes CHASSIS for

TELCO.

In U.P., there are 16 commercial outlets.

KAILASH MOTORS is the outlet where I have done my Summer Internship.this is

such a good place which provides me a great deal of knowledge about inhence my

working capacity.and give me a lot of exposure in marketing field.

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ABOUT “JN GROUP”

In the year 1933, Late Mr. Jai Narayan Gupta sowed the seeds of the J N Group in

Dehradun. Since then the group has been into diverse fields like Dealership,

Manufacturing, Finance, Transportation, Maintenance, Tyre retreading, Health care,

Naturopathy & Education.

After starting at Dehradun the group has now spread over the Central, Northern and

Western parts of India covering Utter Pradesh, Madhya Pradesh, Rajasthan, and

Maharashtra & New Delhi.

The Group Chairman Dr. Ishwer Chandra Gupta is an M.Com. L.L.B.& the first

Indian Ph.D. in Hire Purchase. Under his able guidance, Mr. Kailash Gupta has

provided direction & dynamism to the group and created a lasting framework for

enhancement of the Group’s strength.

[31 ]

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HIERARCHY OF OFFICE BEARERS OF KAILASH MOTORS

VIJAY RAJAPPAN(G.M.)

P.K. Mishra(A.G.M.)

Charanjeet Singh Dharmendra TiwariDSM (ACE) DSM (MAGIC)

Amit Mishra Jagjreet Singh Vikarm Singh(T.L.) (T.L.) (T.L.)

Sudhir Jaiswal Ankit Sinha SaurabhParvendra Bhadoria Santosh Kumar RiteshSanjeev SaxenaVinay GuptaRajeetDevendraSandeep Panday

[32 ]

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Brief History, Vision and MissionBRIEF HISTORY1868

Jamsetji Nusserwaji Tata starts a private trading firm laying the foundation of

the Tata group.

1874

The Central India Spinning, Weaving and Manufacturing Company is set

up,marking the Group’sentry into textiles .

1902

The Indian Hotels Company is incorporated to set up the taj Mahal Palace ad

Tower India’s first luxury hotel which opened 1903.

1907

The Tata Iron and Steel Company is established to set up India’s first iron and

steel plant in Jamshedpur, which started production in

1910

The first of the three Tata Electric Companies,the Tata Hydro-Electric Power

Supply Company,is set up to generate electricity.

1911

The Indian Institute of Science is established in Bangalore to serve as a centre

for advanced learning.

1912

Tata Steel introduces eight-hour working days, well before such a system was

implemented by law even in most western countries.

1917

The Tatas enter the consumer goods segment as the Tata Oil Mills Company is

established to make soaps, detergents and cooking oils.

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1932

Tata Airlines,a division of Tata Sons,is established, opening up the aviation

sector in India.

1939

Tata Chemicals is established.

1945

Tata Engineering and Locomotive Company (renamed Tata Motors in 2003) is

established to manufacture locomotive and engineering products. The

company began manufacturing commercial vehicles in 1954 in a JV with

Daimler Benz.

1952

Pandit Jawaharlal Nehru,India’s fi rst Prime Minister,requests the Group to

manufacture cosmetics inIndia; and Lakme is established.

1968

Tata Consultancy Services (TCS),India’s fi rst software services company,is

established as a division of Tata Sons

1984

Titan Industries —a joint venture between the Tata Group and the Tamil Nadu

Industrial Development Corporation (TIDCO) — is set up to manufacture

watches.

1995

Tata Quality Management Services institutes the JRD QV Award, modelled

on the Malcolm Baldrige National Quality Value Award of the United States,

laying the foundation of the Tata Business Excellence Model.

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1996

Tata Teleservices Limited (TTSL) is established to spearhead the Group’s

foray into the telecom sector.

1998

Tata Indica — India’s first indigenously designed, developed and

manufactured car —is launched by Tata Motors, spearheading the Group’s

entry into passenger cars.

2000

Tata Tea acquires the Tetley Group, UK,in the fi rst major acquisition of an

international brand by an Indian group

2001

Tata-AIG — a joint venture between the Tata Group and American

international Group Inc (AIG) —marks the Group’s re-entry into insurance.

The Group’s insurance company, New India Assurance, was nationalised in

1956

2002

The Tata Group acquires a controlling stake in Videsh Sanchar Nigam Limited

— India’s leading international Telecommunications service provider.

Tata Consultancy Services becomes the fi rst Indian software company to

cross one billion dollars in revenues.

Titan launches Edge,the slimmest watch in the world

2004

Tata Motors acquires the heavy vehicles unit of Daewoo Motors,South Korea.

Tata Steel makes its first major overseas investment in NatSteel Asia,

headquartered in Singapore.

Tata Consulting Services goes public in India's private sector's largest initial

public offer.

[35 ]

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2005

Indian Hotels adds New York's iconic hotel, The Pierre, to its portfolio as also

its Ginger "Smart Basics"hotels in India.

VSNL acquires Tyco Global Network,making it one of the world's largest

provider of submarine cable bandwidth.

2007

In a major step in its unfolding strategy of growth and globalisation, Tata Steel

acquires Corus, the UK-based steel company, for $ 12.1 bn,the biggest

overseas acquisition by an Indian company.Tata Steel is now the world’s 6th

largest steel producer with capacity of 26 million tonnes per annum and

operations in 24 countries.

2008

Tata Motors unveils Tata Nano, the People’s Car, at the 9th Auto Expo in

Delhi

Vision and Mission

The Tata Group is one of India' largest business conglomerates established by

Jamshedji Tata (Jamshedji) in the second half of the 19th century. Jamshedji's vision

for the Group was in line with nationalist goals and ideals then, and envisaged to

make India self-reliant. After Jamshedji, Jehangir Ratanji Dadabhoy Tata (JRD)

became the Chairman of the Tata Group and played a significant role in continuing

the vision of the group. Tata's assets climbed from INR 620 million in 1939 to INR

100 billion in 1990. Tata Motors had increased its sales to INR 1 million in the year

1991 and it had rolled out 3 million vehicles in the same year. In 1991, Ratan Naval

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Tata (Ratan Tata/Ratan) took over the Chairmanship from JRD Tata. Although he was

initially criticized for his poor performance, over the years, Ratan Tata disproved his

critics. He restructured Tata Group's business operations and made the Group

compete globally. Under Ratan Tata's chairmanship, Tata Consultancy Services went

public and Tata Motors was listed in the New York Stock Exchange. Starting from the

late 1990s, Ratan revamped the operations of Tata Steel and made it one of the

lowest-cost steel producers in the world. However, as the Tatas lacks an heir who can

succeed Ratan, the group is at cross-roads to decide who will be the next chairman.

After Ratan Tata's retirement who would succeed him and carry the vision of the

Group is a dilemma.

MISSION

Our Mission in Tata is to improve the quality of life in India through leadership in

targeted sectors of national economic significance to which the Group can bring a

unique set of capabilities.

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COMPANY PROFILE

(Organization, Structure, product of the service, problem faced)

Group Holding Structure

Business philosophy and policies

Philosophy

The current growth of our economy and the confidence with which we face the world

provide a compelling context in which Corporates need to engage with the

disadvantaged sections of our society. The central theme of the Tata Group purpose

statement, "Our Purpose in Tata is to improve the quality of life in the communities

we serve" is a powerful guiding statement. In the coming years, it will increasingly be

necessary for Corporates to encourage and generate internal

passion for volunteering and Community service. This will have a positive impact not

only on our competitive advantage but also on the corporate reputation.

HUMAN RESOURCE POLICY

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Tata Steel recognises that its people are the primary source of its competitiveness. It is

committed to equal employment opportunities for attracting the best available talent

and ensuring a cosmopolitan workforce. It will pursue management practices

designed to enrich the quality of life of its employees, develop their potential and

maximise their productivity.

It will aim at ensuring transparency, fairness and equity in all its dealing with its

employees.Tata Steel will strive continuously to foster a climate of openness, mutual

trust and teamwork Tata is committed to create an exciting work pace based on self-

directed teams ,improvement and innovative work in environment.

a) Create work conductive to superior performance , which enable employees to

realize their full potential through continuous learning and training 20

b) Identify and develop potential leaders for future growth.

c) High potential employee working in congenial work environment. Tata Steel

recognises that its people are the primary source of its competitiveness. It is committed to

equal employment opportunities for attracting the best available talent and ensuring a

cosmopolitan workforce. It will pursue management practices designed to enrich the quality

of life of its employees, develop their potential and maximise their productivity. It will aim at

ensuring transparency, fairness and equity in all its dealing with its employees. Tata Steel will

strive continuously to foster a climate of openness, mutual trust and teamwork.

FINANCE POLICIES

A Tata company shall prepare and maintain its accounts fairly and accurately and in

accordance with the accounting and financial reporting standards which represent the

generally accepted guidelines, principles, standards, laws and regulations of the

country in which the company conducts its business affairs. Internal accounting and

audit procedures shall reflect, fairly and accurately, all of the company’s business

transactions and disposition of assets, and shall have internal controls to provide

[39 ]

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assurance to the company’s board and shareholders that the transactions are accurate

and legitimate. All required information shall be accessible to company auditors and

other authorised parties and government agencies. There shall be no willful omissions

of any company transactions from the books and records, no advance-income

recognition and no hidden bank account and funds. Any willful, material

misrepresentation of and / or misinformation on the financial accounts and reports

shall be regarded as a violation of the Code, apart from inviting appropriate civil or

criminal action under the relevant laws. No employee shall make, authorise, abet or

collude in an improper payment, unlawful commission or bribing.

[40 ]

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BOARD OF DIRECTORS

(As on 14th April, 2009)

Mr R N Tata (Chairman)

Mr James Leng (Non - Executive Deputy Chairman)

Mr Nusli N

Wadia

(Company Director)

Mr S M Palia (Company Director)

Mr Suresh

Krishna

(Financial Institutions' Nominee)

Mr Ishaat

Hussain

(Board Member)

Dr Jamshed J

Irani

(Board Member)

Mr Subodh

Bhargava

(Board Member)

Mr Jacques

Schraven

(Non - Executive Independent

Director)

Dr Anthony Hayward (Non - Executive Independent Director)

[41 ]

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Mr Philippe Varin (Non - Executive Non independent

Director)

Mr B Muthuraman (Managing Director)

Dr T Mukherjee (Non Executive Director)

Mr Andrew Robb (Non Executive Independent

Director)

MANAGEMENT (As on 14th April, 2009)

Mr B Muthuraman (Managing Director)

Mr H M Nerurkar Chief Operating Officer

Mr A D Baijal Vice President & Tata Steel

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Tata Motors unveils new LCV

Financial Express — November 19, 2006

PUNE: With the launch of the Tata SFC 407 EX Turbo LCV, Tata Motors has

completed the overhauling and up gradation of its Commercial Vehicle in both

M&HCVs and LCVs. The spotlight will now shift to buses for a spruce up.  Speaking

at the launch, Prakash Telang, Senior VP, manufacturing (commercial vehicles) said

that after the losses in the fiscal 2000 and drop in margins, we have launched an

initiative for cost reduction and quality improvement of the commercial vehicles.

“Some of the models had reached the fatigue level and had been in the market for too

long. The EX series is a response to the market demand for an improved performance,

higher reliability, durability, better aesthetics and ergonomics,” Mr Telang said.   All

the goods carriers had been upgraded. The SFC 407 was the last of the products to

be touched and now we will focus on buses, Mr Telang said   “In the last few years

buses were ignored. The focus was only on the chassis, but now we are looking at

fully built vehicles,” Mr Telang added. The 407 is he largest selling LCV in the

market (with 75 per cent market share). Since its launch in the 80s, over three lakh

407 models have been sold. This vehicle has been upgraded to give better fuel

economy and higher payload, Mr Telang ai    The EX 407 payload has gone up from

three tonnes to 3.4 tonnes. The cabin has been re-styled with fabric upholstery, seats

with headrest, larger mirrors, new grill and body coloured bumpers.

Iconic 407

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The iconic 407 was first introduced in 1986; it scaled up to being the largest selling

LCV with 75% market share by 2006. In the same year, the company introduced a

turbo- variant (Tata SFC 407 EX Turbo) that was exected to increase the market

share to 82% over a period of years   It has eatures such as increased fuel efficiency

of one km over the previous model, thus, converting into savings of around Rs

30,000 annually for the prospective customer. Since its launch in the 80s over three

lakh 407 models have been sold by the company (2007 statistics).  The LPT 709

model was first introduced in 1997. It did undergo changes like being the company’s

first range of turbo intercooler LCVs in September 2005. introduction of the next

generation vehicles in the LCV market is a timely decision, said experts, as its one of

the most sought after segments in the commercial vehicle market today.

Many international Commercial Vehicle majors such as Volvo and DaimlerChrysler

are on the lookout for local partners to tie up and tap onto this lucrative segment.

Recently, Nissan tied up with local player Ashok Leyland to venture into this

segment. 

TATA LPT 709 Ex

SPECIFICATIONS

ENGINE    : TATA497TC(BHARAT  STAGE-I I)

Type     : turbo chared intercooled engine

Maximum engine output  : 90PS@2400rpm

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Max Torque    : 325 Nm@1300-1600rpm

Air filter    : dry type

Fuel filter    : two stage fine filteration

Fuel injection pump   : rotator pump (MICO)

CLUTCH    : single plate dry friction type,280mm

GEAR BOX    : GBS 27 synchromesh,5 forward, 1rewerse

REAR AXLE : single reduction hypoid gears, fully floating axle Shafts

Ratio  : 3.875:1

STEERING : variable ratio mechanical

Ratio : 35-40:1

BRAKES

Service brakes : dual circuit full air S-Cam brakes

Packing brakes  : spring actuated parking brakes acting on

Rear wheels

Engine Exhaust Brake : coupled with Service Brake

FRAME    : ladder type frame with riveted/bottled cross members

SUSPENSION        : semi elliptical springs at front and rear

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Shock absorbers    : hydrolic double actng telescopic type at front and

rear

WHEELS &TYRES

Size  : 7.50x16,16PR

Wheel Rims                                       : 6.00Gx16SDC

No of wheels : front-2,rear-4,spare-1

FUEL TANK CAPACITY             : 160litres

ELECTRICAL SYSTEM

System Voltage :12 Volt

Alternator (Max Output)             :35amps

Battery             :12V, 120Ah capacity

PERFORMANCE

Maxclimbing Ability in 1st Gear        :18%

Min. Turning circle Dia (m)            :13.5

WHEIGHTS

Wheel base (mm)             : 3400  3800

Max Permisible FAW (kg)             :2800  2800

Max Permisible RAW (kg)              : 4700  4700

Max Permisible GVW (kg) 7490  7490

Max Payload(kg) 4730  4670

Ideally suited for

White Goods

Pipes

Textiles

Parcel  Goods

[46 ]

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Mattresses

Containers

At Lead Distances of 100 to 1000 kms

At Lead Distances of 100 to 1000 kms 

TATA LPT 809 EX

WITH 5.4 TON PAYLOAD CAPACITY

TURBOC HARGED INTERCOOLED ENGINE

AIR BRAKES

DELUXE CABIN

TATA LPT 809 Ex

SPECIFICATIONS

ENGINE    :TATA4 97 TCIC(BHARAT  STAGE-I I)

Type     : turbo chared intercooled engine

Maximum engine output : 66.3KW @2400rpm

Air filter    : dry type

Fuel filter    : two stage fine filteratio

Fuel injection pump    : rotator pump (MICRO)

REAR AXLE :single  reduction hypoid gears, fully floating axle Shafts

Ratio  4.125

STEERING : variable ratio mechanical

Ratiob  35-40:1

[47 ]

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BRAKES

Service brak    : dual circuit full air S-Cam brakes

Packing brakes : spring actuated parking brakes

acting on rear Wheels

Engine exhaust brakes                  coupled with service brakes

FRAME : ladder type frame with

riveted/bottled  cross  Members

SUSPENSION : semi elliptical springs at front a nd rear Shock absorbers : hydrlic

double actng telescopic at front and rear

WHEELS &TYRES

Size  : 7.50x16,16PR

Wheel Rims : 6.00Gx16SDC

No of wheels :front-2,rear-4,spare-1

FUEL TANK CAPACITY : 90litres

ELECTRICAL SYSTEM

System Voltage :12Volt

Alternator (Max Output) :35amps

Battery :12V,120Ah capacity

[48 ]

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PERFORMANCE

Maxclimbing Ability in 1st Gear :25%

Min. Turning circle Dia (m) 12.3(3400WB),13.5(3800)

WHEIGHTS

Wheel base (mm) 3400  3800

Max Permisible FAW (kg) 3160  3160

Max Permisible RAW(kg) 5560  5560

Max Permisible GVW (kg) 8720  8720

Max Payload(kg) 5408  5318 

SALIENT   FEATURES:

o High deck variant in 3800 mm WB&3400 mm WB

o Highest GVW(9600kg)in its class

o Enhanced Fuel Efficiency

o Best in class S cam Air Brakes with LCRV

o Wider Types

o Lowest Turning Cricle Diameter

o Spacious Deluxe Cabin

o 3 years/3 Lakh Kms unmatched Warranty

ENGINE TATA497TC BS-II

[49 ]

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Max engine output 90Ps@2400rp

MaxTorque 325 Nm @ 1300-1600 rpm

CLUTCH Single plate dry friction type Booster Assisted. 280 Dia

GEAR BOX GBS 27 Synchromesh, 5F, 1R

BRAKES Dual circuit full air, breake with LCRV

SUSPENSION  Semi elliptical leaf spring at front and rear with   rings at rauxiliary

spear only Shock Absorbers Hydraulic double acting telescopic type front end rear

TYRES 8.25X16-16 PR

Min turing crile Dia in m 12.3

WEIGHTS

Wheel base(mm) 3400    3800

Max Permisible FAW (KG) 3250    3250

Max permissible RAW (kg) 6350    6350

Max permissible GVW(kg) 9600    9600

Max plyload * (kg) 6820    6550

CARGO BOX DIMENSIONS (LxWxH)

Cab loadbidy (mm) 4381x2042x603  5050x2042x603

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Cab highdeck loadbody (mm) 4342x2014x1773  5062x2074x1713

Aluminium Container (mm)     5050x2088x1900

Loading platform Area (sq.mt) 9  10.5

COLOUR Golden brown N/p colour VARIANTS Cab Chasis, Cab Loadbody, Cab

High Deck        Loadbody&Container*For Cab Chassis version as   per IS 9211

MULTIPURPOSE APPLICATIONS

Ideally suited for

Vegetables

Fruits

Farm Needs

Construction

Dairy

Consumer Products

Market Load

Poultry

o HIGH DECK LOAD BODY IN 4200 mm WB  & 3600mm WB

o GVW OF 11900 kg

o TURBO CHARED INTERCOOLED ENGINE

o STRONG & RUGGED WORKHORSE

o DELUX CAB

o PROVEN RELIABILITY

o WORRY FREE WARRANTY OF 1,50,000 kms/18 MONTHS

(WHICHEVER IS  EARLIER).

[51 ]

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TATA LPT 1109 EX

SPECIFICATIONS

ENGINE  : TATA 497TC (Bharat stage-I I)

Type  : Turbo charged intercooled engine

Max Engine output  : 90PS@ 2400rpm

Max Torque  : 325 Nm @1400-1600 rpm

Air filter  :Dry type

Fuel filter  :Two stage Pre and fine filteration

Fuel injection Pump  :Rotatry type

CLUTCH  :Single plate frictipon type,310mm dia

GEAR BOX  :GBS 40 Syncromesh

No of gears   :5Forward 1Reverse

REAR AXLE  :Single reduction ,hypoid ears,fully floating axle shafts

Ratio  :5.285:1

STEERING  :Variable ratio steering

Ratio  :32:1 to37:1

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BRAKES

Service brakes  :Dual circuit full air S-Cam brakes Paking brakes  :Hand operated-

spring actuate  Paking brakes acting on rear heels Engine exhaust brakes    :Air

operated coupled with service   Brake with electo magnetic air

FRAME   :Ldder type frame with revetted/

Bolted cross members

Long member sige (mm) (DxWxT)   :219x58x

SUSPENSION  :Semi elliptical leaf spring at front and rear

Shock Absorbers  :hydraulic double acting telescopictype at front axle

WHEELS & TYRES

Tyres  8.25x20-14 PR

Wheel rims  6.00x20

No of wheels  front-2,rear-4,spare-1

FUEL TANK CAPACITY   160 Liters

ELECTRICAL SYSTEM

System voltage  12 volts

Alternater   35 Amps

[53 ]

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Battery  12V,120 A capicity

Cowl Chassis

Cab Chassis

Cab Load Body

Cab highdeck loadbody

MULTIPURPOSE APPLICATIONS

Volume carrier

Ideally suited for

White goods

Pipes

Textile Goods

Construction Materials

Cement

Poultry

For The Lead Distances of 100 to 1000 kms

EX2 Series

Launch-May 07

Phase 1- LPT 709 ,LPT 909 ,SFC 407   Phase 2 – SFC 709

Additional Features : Higher fuel efficiency

[54 ]

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Power steering

Stronger load body

Longer service intervals

Clear lense head lamps

Clutch booster

Digital clock, power socket etc in cab

Fog lamps

Reverse beeper

[55 ]

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TATA’S Ex2 MODEL

SFC 407 Ex2

LPT 709Ex2

LPT 809Ex2

LPT 909Ex2 

TECHNICAL SPECIFICATIONS

SFC 407 Ex 2

Engine :TATA 497 SP Turbo(bSI I)

Power         55.2KW@2800rpm

Torque       225 Nm@1250-1800 rpm

Clutch  :Single plate dry friction type,240mm dia

Gear box :GBS18 synchromesh

Rear axle  :Single reduction, hypoid gears, fully floating axle  Shafts

Steering  : power assisted –Hydraulic Brakes  Vacuum assisted dual circuit-hydraulic

with   tandem master cylinder

Tyres  :8.25x16-16PR

Wheel base :3100mm

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Ground clearance :223mm

Minimum turning circle dia(m) :12

GVW :5700kgs

Payload  :3310 kgs(CLB version)

Load body dimensions(mm)

Cab load body :2883x1908x444

Cab high deck body :2992x2046x1209 

SFC 709 Ex 2

Engine :TATA 497 TCIC(BSI I)

Power 66.3KW@2400rpm

Torque  325 Nm@1300-1600 rpm

Clutch  :Single plate dry friction type,booster assisted   280mm dia Gear box :GBS27

synchromesh

Rear axle  :Single reduction,hypoid gears,fully floating axle   Shafts Steering  :power

assisted -hydraulic Brakes  Dual circuit full air S cam brakes

Tyres  :7.5x16-16PR

Wheel base :3800mm(option 3400 mm)

Ground clearance :194 mm

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Minimum turning circle dia(m) :3800WB-13.5, 3400WB -12.3

GVW 7490 kgs

Payload  :4160 kgs(3400WB CLB )

Load body dimensions(mm)

Cab load body :3400WB-4381x2042x603,

3800WB 5050x2042x603

Cab high deck body :3400WB-4342x2014x1773

SFC 809 Ex 2

Engine :TATA 497 TCIC(BSI I)

Power 66.3KW@2400rpm

Torque  325 Nm@1300-1600 rpm

Clutch  :Single plate dry friction type,booster assisted   280mm dia Gear box :GBS27

synchromesh

Rear axle  :Single reduction,hypoid gears,fully floating axle       Shafts

Steering  :power assisted -hydraulic

Brakes  Dual circuit full air S cam brakes

[58 ]

Page 59: Project Tata Motors of Tata Ace

Tyres  :7.5x16-16PR

Wheel base :3800mm(option 3400 mm)

Ground clearance :194 mm

Minimum turning circle dia(m) :3800WB-13.5, 3400WB -12.3

GVW 8720 kgs

Payload  :5408 kgs(3400WB CLB )

Load body dimensions(mm)

Cab load body :3400WB-4381x2042x603,  3800WB 5050x2042x603

Cab high deck body :3400WB-4342x2014x1773

3800WB-5062 x 2074 x 1713

SFC 909 Ex 2

Engine :TATA 497 TCIC(BSI I)

Power 66.3KW@2400rpm

Torque  325 Nm@1300-1600 rpm

Clutch : Single plate dry friction type ,booster assisted

[59 ]

Page 60: Project Tata Motors of Tata Ace

280mm dia

Gear box :GBS27 synchromesh

Rear axle  :Single reduction ,hypoid gears, fully floating axl   Shafts Steering  :power

assisted -hydraulic

Brakes  Dual circuit full air S cam brakes

Tyres  :8.25 x 16-16PR

Wheel base :3800mm(option 3400 mm)

Ground clearance :217 mm

Minimum turning circle dia(m) :3800WB-13.5, 3400WB -12.3

GVW 9600 kgs

Payload  :6250 kgs(3400WB CLB )

Load body dimensions(mm)

Cab load body :3400WB-4381x2042x603,

3800WB- 5050x2042x603

Cab high deck body :3400WB-4342x2014x1773

3800WB-5062 x 2074 x 1713

[60 ]

Page 61: Project Tata Motors of Tata Ace

THE LEADING COMMERCIAL AUTOMOBILE IN INDIA:-

J.S.A.

Ashok leyland

Swaraj mazda

Eicher

Volvo

Mahindra and mahindra

 

 

 

 

 

 

 

 

 

 

[61 ]

Page 62: Project Tata Motors of Tata Ace

OTHERS AUTOMOBILE COMPANIES IN INDIA

J.S.A Victory 1000 D Iii Loader

Send E-mail

product specification victory 1000 d iii load carrier

dimensions

* wheel base: 1910 mm

* wheel track: 1240 mm

* min. Ground clearance: 150 mm

loader passenger

overall length 2865 mm 2865 mm

overall width 1420 mm 1440 mm

overall height 1755 mm 1870 mm

mass (weight) loader passenger

gross vehicle weight 1030 kg. 1030 kg.

seating capacity 1+1 5+1 & 3+1

[62 ]

Page 63: Project Tata Motors of Tata Ace

Engine 

* type: single cylinder greaves g435a iii, 4  stroke, air  cooled bharat-iii

diesel engine

* number of cylinders: single

* bore: 86 mm

* stroke: 75 mm

* compression ratio: 19 : 1

* cubic capacity: 436 cc

* max. Output: 5. 52kw at 3600 rpm (7. 4 h. P)

* max. Torque: 18 nm

Clutch And Gear Box

* gear box: constant mesh 4 forward & 1 reverse

* clutch: wet multiple plate

Electrical

* battery: exide 12v, 60 ah

* headlight: 12v 60/55w

* turn signal light: 12v 21w

* tail/brake light: 12v 21/5w

* registration plate light: 12v 21w

* reversing light: 12v 21w

wheel and suspension

* tyre size, front and rear: 4. 50 x 10, 8 ply cross ply

* tyre pressures front: 3. 23 kg/cm2 46 psi

[63 ]

Page 64: Project Tata Motors of Tata Ace

* tyre pressure rear: 3. 80 kg/cm2 54 psi

suspension type

* front: hydraulic telescopic shock absorber with coil spring

* rear: hydraulic telescopic shock absorber with leaf spring

capacities

* fuel tank: 7. 25 ltr.

* engine oil: 1. 75 ltr.

* gear oil: 2. 0 ltr.

[64 ]

Page 65: Project Tata Motors of Tata Ace

ASHOK LEYLAND

Ashok Leyland and Nissan Motor Company have unveiled their first 1.25 tonne Light

Commercial Vehicle, ‘DOST’. The Dost will go on sale from the second quarter of

the current fiscal and will be available in both BS III and BS IV versions. Ashok

Leyland will manufacture Dost at its manufacturing faci lity in Hosur, Tamil Nadu,

which

has a

capacity to produce 1.5 lakh units per year.

Dr. V Sumantran, executive vice chairman of Hinduja Automotive Limited and

chairman of Nissan-Ashok Leyland Powertrain Limited said, “Ashok Leyland DOST,

with its carefully calibrated design and features, attempts to offer a new level of

experience to the Indian customer.” He added that the LCV market in India is ready

for a substantial upgradation of products without increasing the cost of

ownership. Related: Nissan-Ashok Leyland light commercial vehicle production to

begin in second half of 2011

Dr. Andy Palmer, senior vice president, Nissan Motor Co. and chairman of Ashok

Leyland-Nissan Vehicles Ltd said, “Dost blends the best in terms of Japanese

engineering from Nissan, with local relevance that Ashok Leyland brings to the

[65 ]

Page 66: Project Tata Motors of Tata Ace

table.” Palmer added that Dost will find wide acceptance among its targeted group of

small and medium businesses.

Dost – engines and variants

The Dost is powered by a 3-cylinder, turbo-charged, common rail diesel engine that

produces 55 hp of maximum power and has a payload capacity of 1.25 tonnes. The

LCV will be available in three variants. While the high-end variant will feature power

steering, dual tone interiors and AC, the mid variant will come with power steering

and the base variant will have only manual steering.

Future products from Ashok Leyland-Nissan

The Dost marks just the beginning of products from the Ashok Leyland– Nissan JV

alliance. The Indo-Japanese partners have announced the roll out of two more LCVs

in the next two years. Sumantran told reporters at the sidelines of the Dost’s unveiling

that the company will launch a body-type (passenger) product under Nissan’s badge

in 2012, followed by a large truck badged under Ashok Leyland. Also read:Nissan-

Ashok Leyland JV for LCV

25 new dealerships to sell JV products

Ashok Leyland has decided to sell all the products developed in coordination with

Nissan in exclusive dealerships. The company would appoint 25 exclusive LCV

dealers in the first year of Dost’s launch. Ashok Leyland reasons that the new

dealerships will help the company create a new brand identity as well as help in

building a personal rapport with prospective buyers.

[66 ]

Page 67: Project Tata Motors of Tata Ace

Ashok Leyland will focus on the domestic market during the first year of the Dost’s

launch and later explore markets such as middle East and South Africa for exports.

The Hinduja company is also planning to set up an exclusive green field facility at

Pillaipakkam for which it has already acquired land from the Tamil Nadu government

[67 ]

Page 68: Project Tata Motors of Tata Ace

Eicher Motors

Eicher Motors, was founded in 1982 to manufacture a range of reliable, fuel-efficient

commercial vehicles of contemporary

technology. The unit manufactures and markets

commercial vehicles with Gross Vehicle

Weight (GVW) ranging from 5-25 tons.

Today, Eicher Motors is one of the leading

manufactures of commercial vehicles in India with a 33% market share in the 7T-11T

segment. The success and growth of this unit is a result of various customer-driven

strategies. The manufacturing facility is situated in Central India – Pithampur,

Madhya Pradesh. Eicher Motors has stepped  into the Heavy Commercial

Vehicle segment with its state-of-the-art HCV, the "Eicher 20.16", the first

commercial vehicle designed and developed indigenously.

Eicher Motors functions through a strong three-tier service network consisting of

authorised distributors, service centres and company trained private mechanics. The

vehicles are sold and serviced through a network of over 576 Authorized Contact

Points all over India, supported by service centres and over 4500 company trained

private mechanics, who are close at hand on all major highways throughout India to

provide initial "first aid" to the vehicles if required.

In 1986, Eicher Motors entered into a technical and financial collaboration

with Mitsubishi Motor Corporation of Japan to manufacture the Canter range of

vehicles. The technical assistance agreement with Mitsubishi ended in March ‘94 after

successful transfer of technology and on achieving total indigenisation with only a

few parts sourced globally.

[68 ]

Page 69: Project Tata Motors of Tata Ace

Eicher Motors has acquired formidable expertise in designing and developing

commercial vehicles. It has a world-class R&D centre manned by a team of brilliant

engineers and equipped with latest Computer Aided Design (CAD) and Computer

Aided Engineering facilities like NASTRAN, FEM analysis packages. Leveraging its

in-house expertise, this unit has successfully developed a wide range of commercial

vehicles to meet varying customer needs. The product range includes Trucks : Eicher

10.50, Eicher 10.75, Eicher 10.90, Eicher 11.10, Eicher 20.16 & 30.25; Buses: Eicher

Skyline, Eicher Cruiser and Eicher School Bus range of buses. Besides the basic

models, it offers over 85 models of ready-to-use custom-built vehicles for various

specialised applications.Eicher Motors’ products have been well accepted in the

market. This is also demonstrated by significant sales of its commercial vehicles in

export markets where the company competes with reputed international brands.

[69 ]

Page 70: Project Tata Motors of Tata Ace

SWARAJ MAZDA

EICHER

COMPARISION BETWEEN TATA & ACE

SPECIFICATION TATA ACE

MODEL 207 EX2 1080

PAYLOAD 5.4 tonn 4.4 tonn

POWER 90 PS 70 PS

TORQUE 325 NM 275 NM

TYRE 9 x 20-14 7.50 x 16-16

WHEEL BASE 3400 mm 3800 mm

GVW 8720kg 8250kg

STEERING Power Variable

BRAKES Air Break (LCRV) Hydraulic Brake

CLUTCH 280 mm 275 mm

WARRANTY 3 Years/3 lakh km Only on engine

 

[70 ]

Page 71: Project Tata Motors of Tata Ace

MARKET RESEARCH IN KANPUR

DIRECT CONTACT MADE WITH THE CUSTOMER

BLUE-DART

EXPRESS LIMITED. 9935609135

ADD:18/55

THE MALL

KANPUR

COURIE

R'S &

CARGO

VENDER:R

AJ KUMAR MOB:9415077745

TATA

ACE

DTDC PLUS

COURIER'S 8756191919

ADD:HARES

GANJ

KANPUR

COURIE

R'S &

CARGO VENDER: MOB:9335540565

TATA

ACE

CNG

FEAD EX

COURIER'S 5122320026

ADD:HARES

GANJ

KANPUR

COURIE

R'S &

CARGO VENDER: MOB:9350077600

TATA

ACE

BLAZE FLASH

COURIER'S LTD. 5123275318

ADD:122/230

FAZAL GANJ

KANPUR

COURIE

R'S &

CARGO

VENDER:S

HIVENDR

A MOB:9956788780 JSA

GMS DOMESTIC &

INTERNATIONAL

COURIER'S &

CARGO 0512-6454072

122/230

FAZAL GANJ

KANPUR

COURIE

R'S &

CARGO VENDER:

TATA

CNG 2

TNT PRIVATE LTD. 0512-3015540

MALL ROAD

KANPUR

COURIE

R'S &

CARGO SELF

OVERNIGHT

EXPRESS 0512-3272826

RAIL BAJAR

KANPUR

COURIE

R'S &

CARGO VENDER:

TATA

ACE

TRAKON

COURIER'S PVT.

LTD. 0512-3253947

122/230

FAZAL GANJ

KANPUR

COURIE

R'S &

CARGO VENDER:

BIHARI JI

AGENCIES

NAMASTE INDIA

MILK 9198141865

ADD:87/158A

CHARYA

NAGAR

KANPUR

MILK &

MILK

PRODUC

TS SELF:

TATA

ACE

BHARAT BAKER'S

*****

0512-3213141 ADD:7/147

K.V.M

MARKET

SWAROOP

NAGAR

MILK &

BAKER'S

VENDER: MARUTI

VAN

[71 ]

Page 72: Project Tata Motors of Tata Ace

KANPUR

HONEY MONEY

BAKERY 9936272744

ADD:PANKI

POWER

HOUSE

MARKET BAKER'S

VENDER:R

AJU JSA

HAVELS INDIA

LTD. 9335799144

ADD:AUPTA

STATE DADA

NAGAR

KANPUR

ELECTRI

CAL'S

PART SELF:

2 JSA, 1

VIKRAM

SUMIT CHEMICAL'S

ADD:AUPTA

STATE DADA

NAGAR

KANPUR

CHEMIC

AL

WORK'S SELF: JSA,TATA ACE

KANSAI NEROLAC

PAINTS LTD.***** 9235467516

ADD:87-B

UDYOG

NAGAR

KANPUR PAINTS

PARLE G RISHI

MAKER PVT. LTD. 0512-3296866

ADD:UDYOG

NAGAR

KANPUR BAKER'S SELF:

TATA

ACE,JSA,HAVY

TRUCK'S

SUBHASH PAINT'S

GOVIND

NAGAR

MARKET

KANPUR PAINT'S SELF:

TATA

ACE,JSA,HAVY

TRUCK'S=30

ANCOR

AGENCY***** 9044550588

ADD:12/34

YASHODA

NAGAR

KANPUR

ELECTRI

CAL'S

PART

SELF:DEEP

AK MARUTI VAN=4

BHALA BHANDAR 9651000009

ADD:76/1

HALSI ROAD

KANPUR

FMCG

PRODUC

T'S VENDER: TATA ACE

COULAI

MANUFACTURER'S 9336211431

ADD:I 134

KALYANPUR

KANPUR

MINERA

L

WATER SELF: JSA

SANKER GAS

AGENCIES 9839068136

ADD:8/103AR

YA NAGAR

KANPUR

GAS

AGENCY VENDER: TATA ACE

IMPERIEL GAS

SERVICE*****

9235528063 ADD:CYCLE

MARKET

GAS

AGENCY

VENDER: VIKRAM

[72 ]

Page 73: Project Tata Motors of Tata Ace

LAL IMLI

KANPUR

ANNPURNA

BHANDAR 0512-231961

ADD:73/236

COLECTORE

GANJ

KANPUR

FMCG

PRODUC

T'S VENDER: APE

SARASWTI

TREDER'S 0512-2393419

ADD:73/236'38

COLECTORE

GANJ

KANPUR

FMCG

PRODUC

T'S VENDER: MAX-PICKUP

SHRI

SIDDIVINAYAK

TRADER'S 512361448

ADD;10A-

COLECTOR

GANJ

KANPUR

FMCG

PRODUC

T'S VENDER: TATA ACE

MAN MOHINI TEA

CO. 9935166933

ADD:73/6-A

COLECTOR

GANJ

KANPUR

FMCG

PRODUC

T'S VENDER: JSA

JAISWAL TRADER'S 9307201655

ADD:MOTIM

OHAL

KANPUR

JAYPEE

CEMENT SELF:

MAHINDRA

CHAMPION ALFA

QUICK HOME APP.

SERVICES***** 9935952623

ADD:RAIL

BAJAR CANT.

KANPUR

ELECTRI

CAL'S

GOOD'S SELF: TATA ACE

AMIT TRADER'S 9839163264

ADD:320

RAIL BAJAR

AMAN

MARKET

KANPUR CEMENT VENDER: JSA

CHOUDHARI

PLASTIC AGENCIES 9616260078

ADD:AFIM

COATHI RAI

PURVA

KANPUR

HOME

APP. VENDER: JSA

CHITRA TRADER'S 9889537306

ADD:DEPUTY

PADAW

KANPUR CEMENT VENDER: JSA & OTHER'S

AGARWAL SONS. 9839989898 ADD:87/110

A-

BHANNPURV

MACHIN

ARY

WORK'S

VENDER: TATA ACE

[73 ]

Page 74: Project Tata Motors of Tata Ace

A NEAR

SANGIT

THEATER

RAJIV ISPAT

UDYOG. 9839035776

ADD:87/110

BHANNPURV

A NEAR

SANGIT

THEATER

MACHIN

ARY

WORK'S VENDER: JSA

LAXMAN GROUP

OF CO.***** 0512-2521012

ADD:87/40 B-

1 ACHARYA

NAGAR

KANPUR

MACHIN

ARY

WORK'S SELF: JSA

ALLIED OIL &

LUBRIQUINT 0512-2542950

ADD:105/710

ANAND

BAGH

KANPUR OIL'S VENDER:

JSA,TATA ACE &

OTHER'S

SANKER

HARDWARE STORE 0512-2342281

ADD:106/371

JARIB

CHOUKI

KANPUR

HARDW

ARE VENDER:

JSA,TATA ACE &

OTHER'S

CHANDRA KANT

TRADER'S 9935276020

ADD:106/372

JARIB

CHOUKI

KANPUR

HARDW

ARE VENDER: JSA

[74 ]

Page 75: Project Tata Motors of Tata Ace

[75 ]

Page 76: Project Tata Motors of Tata Ace

[76 ]

Page 77: Project Tata Motors of Tata Ace

RESEARCH METHODOLOGY

Research Methodology is a way to systematically solve the research problem.it may

be understood as science of studying how research is done scientifically.

According to Chifford Woody,

“Research comprises defining and redefining problems formulating hypothesis or

suggested solutions collecting, organizing and evaluating data, making dedication s

and reacting conclusions, and at last carefully testing the collusions to determine

whether they fit the formulating hypothesis”.

The advanced learner’s dictionary of current English lays down the eaning of research

as,

“A careful investigation or inquiry especially through search for new fact in any

branch of knowledge”.

METHODOLOGY

For preparation of questionnaire the basic objective of the survey was concentrated

previous surveys under taken prospect cart secondary data through net and related

books and magazines.

For the survey, convenience sampling this method involves purposive or

deliberate selection of particular units of  the universe which representing universe.

[77 ]

Page 78: Project Tata Motors of Tata Ace

Data was collected through personel investment and telephones.

RESEARCH PROCESS

Research process consists of series or steps necessary to effectively carry out

research. And this has a sequence of certain steps.

Define Research Process

Review or Literature

Formulate Hypothesis

Research Design

Collect Data 

Analyze Data

Interpreted Report  

 

[78 ]

Page 79: Project Tata Motors of Tata Ace

RESEARCH DESIGN

RESEARCH PROBLEM

A Study for market Share Analysis for Light Commercial Vehicle. The study is

conducted in Tata Ace Light commercial Vehicle at Kanpur with sample size of 60

and sample units are Top and Middle level Users, Onners and Vanders.

A research design is the arrangement of conditions for collection and analysis of data

in a manner that aims to combine relevance to the research purpose.

Exploratory research design.

RESEARCH PROCESS

Various steps involved in a research process are not mutually exclusive nor the are

separate and distinct .They do not necessarily follow each other in any specific order

and the researcher has to be constantly anticipating at each step in the research

process the requirement of the subsequent steps.

A) Formulating the research problem

B) Extensive literature survey

C) Developing the hypothesis

D) Preparing the research design

E) Determining the sample design

F) Collecting the data

G) Execution of the project

H) Analysis of data

I) Generalizations and interpretations

J) Preparations of the report

[79 ]

Page 80: Project Tata Motors of Tata Ace

SAMPLE DESIGN

The way of selecting the sample that the researcher uses is known as sample design. It

is done before the collection of data.

There are various types of sample design but we have taken, Simple random

sampling.

This type of sampling is also known as chance sampling or probability sampling.

Where each & every item in the population has an equal chance of inclusion in the

sample.

 

 

 

 

 

 

 

[80 ]

Page 81: Project Tata Motors of Tata Ace

DATA COLLECTION

The task of data collection begins after a research problem has been defined and

research design /plan is chalked out. While decidijng about the the method of data

collection to be used for study, the researcher should keep in mind two type of data

viz.

a. Primary data,

b. Secondary data.

METHODS OF DATA COLLECTION:

The researcher should keep in mnd two types of data viz. primary and secondary data.

The primary data are those which are collected a fresh and for the first time, and thus

happen to be original in character. The secondary data, on the other hand are those

which already been collected by someone else and which have already been passed

through statistical process.

Collection of primary data:

There are several method of collecting primary data, particularly in surveys and

descriptive researches important ones are:

i. observation Method

ii. interview Method

iii. Through questionnaires

iv. Other method which include

Disributor audits

Pantry audits

[81 ]

Page 82: Project Tata Motors of Tata Ace

Cosumer panel

.Using mechanical techniques

Through projective techniques

Depth interview

Content analysis

Questionnaire:  The main medium of collecting the data was questionnaire.

Interview : TATA Vehicle  users & employees of TATA MOTORS  were

interviewed for the analysis purpose. Their responses along with the reasons are

written down in the analysis.

Collection of secondary data :

Secondary data mans data that are already available i.e. they refer to data which are

already collected analyzwd by someone else. Secondary data may be either published

data or unpublished data. Usually published data are available in:

1. Various publication of automobile company

2. Ttechnical and trade journals.

3. Books Magazines and newspapers.

4. Public record and statistics.

Website of the organization:  some of the literature is being collected by the website

of TATA MOTORS. Mainly the history of the company, introduction etc is taken.

[82 ]

Page 83: Project Tata Motors of Tata Ace

Literature: Literature like material was not available but some formal data was

available which was very helpful in the analyses.  

SWOT ANALYSIS

STRENTHS

Tata motors has got good professional marketing team and well coordinated structure

with modern business concepts.

Tata motors has established quality in vehicle sector and had got consistent and good

customer support.

Most of the customer are well aware of  the company‘s name and show loyalty for the

name of “TATA”

WEAKNESS

Tata motors do not have service stations in rural areas or internal areas and also not

providing good service due to lack of service stations.

The village’s people or farmer has need of product like Tractor which is not launch by

tata.

OPPORTUNITY

Tata motors the largest vehicle manufacturer in India. So every person knows about

the TATA and attract towards the TATA brand name. Tata motors providing services

according their customers.

THREAT

Because of over crowded market “TATA motors” had to competitor not only with

Ashok Leyland but also with other vehicle manufacturer company.

[83 ]

Page 84: Project Tata Motors of Tata Ace

FINANCE PROCEDURE

Finance Companies has defined three types of customers----

First Time User ( F T U )

Captive Customer

Fleet Customer

First Time User-  If the customer is going to purchase the  Commercial Vehicle first

time.

Captive Customer- If a person has already 2 or 3 vehicles.

Fleet Customer- If person has already more than 10 vehicles.

Rate of Interest is fixed through Internal Reducing Rate ( I R R ).

For the First Time User the Internal Reducing Rate is 16%

For the Captive Customer the Internal Reducing Rate is 13.50%.

For the Fleet Customer the Internal Reducing Rate is 11%. 

 

 

 

 

 

[84 ]

Page 85: Project Tata Motors of Tata Ace

IMPORTANT DOCUMENTS

Finance Companies take important documents at the time of finance.  Bye-laws

Affiliation Certificate

Society Registration

Electric or Telephone Bills

Audited Balance Sheet

Bank Statement of last 6 months ( if balance sheet is not available )

Student Declaration on Letter Pad

Resolution (60%) means signing authority is selected after getting 60% or

more than 60% vote.

Property Papers / Individual.

Important Documents of Signing Authority

Two Photographs

Address Proof

I D Proof

Signature Proof

Date of Birth Proof

[85 ]

Page 86: Project Tata Motors of Tata Ace

DATA ANALYSIS AND INTERPRETATION

1. How many Tata Ace do you have?

One 45%Two 20%Three 15%More or equal to four 20%

Interpretation:

[86 ]

Page 87: Project Tata Motors of Tata Ace

45% People have One, 20% people have Two, 15%people have Three and

20% people have more than equal to four.

2. What is the average?

7-8km/l 25%

8-9km/l 30%

more than 10km/ 45%

Interpretation:

[87 ]

Page 88: Project Tata Motors of Tata Ace

25% People says to avarage 7-8km/l, 30% people says 8-9km/l, and 45%

people says to avarage more than 10km/l.

3.How many models do you have?

Tata Ace 20%

Ashok Leyland 40%

Swaraj Mazda 25%

Eicher 15%

[88 ]

Page 89: Project Tata Motors of Tata Ace

Interpretation:

20% People have Tata Ace, 40% people have Ashok Leyland, 25% people

have Swaraj Mazda and 15% people have Eicher.

5. Do you have requirement of more Commercial Vehicle?

Yes 45%

No 55%

[89 ]

Page 90: Project Tata Motors of Tata Ace

Interpretation:

45% People required more commercial vichle and 55% not required more

commercial vichle.

[90 ]

Page 91: Project Tata Motors of Tata Ace

5. From where do you take the Tata Vehicle services?

From company’s workshop 55%

Out Side 45%

Interpretation:

55% People take the Tata Vihcle services from company’s workshop and 45%

people take tata vihcle services outside.

[91 ]

Page 92: Project Tata Motors of Tata Ace

6. Whether spare parts are easily available?

Yes 75%No 25%

Interpretation:

75% People says easily available to spare parts and 25% people says no easily

available to spare parts.

[92 ]

Page 93: Project Tata Motors of Tata Ace

7. Do you run your Vehicle on the contract basis?

Yes 48%

No 52%

Interpretation:

52% People run Vihcle on the contranct basis and 48% not run vihcle on the

contract basis.

[93 ]

Page 94: Project Tata Motors of Tata Ace

8. Are you satisfied with TATA’s service performance?

Good 30%

Excellent 40%

Not Good 20%

Very Bad 10%

Interpretation:

30% People syas Good, 40% people says Excellent, 20% says Not Good and

10% people says Very bad Tata’s services.

[94 ]

Page 95: Project Tata Motors of Tata Ace

9. With which companies are you satisfied?

Tata Ace 30%

Ashok Leyland 25%

Swaraj Mazda 35%

Eicher 10%

Interpretation:

30% People satisfied to Tata Ace, 25% people Satisfied Ashok Leyland, 35%

people saisfied to Swaraj Mazda and 10% people Saisfied to Eicher.

[95 ]

Page 96: Project Tata Motors of Tata Ace

10. If you are not using TATA’s Vehicle, then which company’s Commercial Vehicle

you are using?

Ashok Leyland 45%

Swaraj Mazda 30%

Eicher 25%

Interpretation:

45% People using to Ashok Leyland, 30% people using to Swaraj Mazda and

25% people using to Eicher.

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SURVEY FINDINGS RECOMMENDATION’S

Ques: - What is the market share of different companies?

Ans:-  TATA:-  30%

MAZDA: -  35%

LEYLAND: -  15%

EICHER: -  5%

TATA have a large No. of Commercial Vehicles in comparison to other automobiles

companies in India.  TATA have a big range of Commercial Vehicle. In present

situation TATA have advance Commercial Vehicle with dynamic features in the form

of EX2 range.By the introduction of EX2 range TATA motrs have occupied a

remarkable place in it’s segment . That’s why SWARAJ MAZDA have 45% customer

while TATA have 35% customer in segmented market.

 

 

Ques: - Requirement of buses of TATA

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Ans:-  Requirement of Commercial Vehicle can be understand by following chart: -

HOT: -   Hot customer is one who is willing to buy

WARM: - A customer who may buy in near future

COLD: - He has no requirement  

 

 

 

 

 

 

 

 

 

 

 

CONCLUSION

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At last I wish to conclude that “TATA MOTORS” is one of the biggest

automobile companies in India. It has very high market potential in various types of

Auto vehicles for various types of customers, like, Tata Ace, Ashol Leyland, Swaraj

Mazda and Eicher other light commercial vehicles etc.

Market segmentation is the identification of portions of the market that are

different from one another. Segmentation allows the firm to better satisfy the needs of

its potential customers.

Tata Motors has three segments as Commercial Vehicles (CVs), Multi Utility

Vehicles (MUVs) & Light & Medium Commercial Vehicles (H&MCVs). In which

CVs further divided into Light Commercial Vehicles (LCVs) & Sports Utility

Vehicles (SUVs).

Company has more sales of the cars for the upper middle class and medium

class than upper class and lower class.

The marketing concept calls for understanding customers and satisfying their

needs better than the competition. But different customers have different needs, and it

rarely is possible to satisfy all customers by treating them alike, so there are many

products for each type of individuals.

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ANNEXURE

QUESTIONNAIRE

Name: ………………………………………………………………………….

Phone Number:………………………………………………………………

Address:……………………………………………………………………….

1. How many Tata Ace do you have?

a. One     b. Two c. Three   d. More or equal to four

2. How many models do you have?

a. Tata Ace  b. Ashok Leyland c. Swaraj mazda   d. Eicher

3. What is the average?

a. 7 -8km/l    b.8-9km/l c. more than 10km/

4. Do you have requirement of more Commercial Vehicle?

a. Yes     b. No 

5. From where do you take the Tata Vehicle services?

a. From company’s workshop b. Outside

6. Whether spare parts are easily available?

a. Yes     b. No

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7. Do you run your Vehicle on the contract basis?

a. Yes     b. No

8. Details of contractor-

…………………………………………………………………………………

………………………………………………………………………………..

9. Are you satisfied with TATA’s service performance?

a. Good     b. Excellent c. Not Good    d. Very Bad

10. With which companies are you satisfied?

a. TATA ACE b. JSA Auto c. ASHOK Ashok Leyland  d. Eicher 

 11.If you are not using TATA’s Vehicle, then which company’s Commercial Vehicle

you are using?

a. TATA ACE    b. ASHOK LEYLAND c. Eicher

…………………………………………………………………………………..............

..........................................................................................................................................

............................................................................

Thank you

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BIBLIOGRAPHY

Our mentors provided a lot guidance but apart from this we took help from these

sources.

Books

Marketing Management (Twelth Edition)By Kevin Keller

Marketing Management  By:- PHILIP KOTLER

Research Methodology By:- KOTHARI C.R

Marketing Management, The McGraw. Hill company ByRajan Saxena (Third

Edition)

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WEBLIOGRAPHY

www.tata.com

www.tatamotors.com

www.tata.com/tata_motors

www.ashok Leyland.com

www.eicher.com

www.pearsoned.co.in/pkotler

http://www.genmills.com /corporate/company/india.aspx

http://www.utube.com

www.wikipedia.com

http://iegd.institut.com

http://www.rotman.utoronto.com

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