CORPORATE STRATEGY OF TATA MOTORS

TATA MOTORS Established in 1945, founded by JRD TATA. Head quartered at MUMBAI. India’s largest automobile company, with consolidated revenues of

Rs1,88,818 crore (USD 34.7 billion) in 2012-13. Key people are RATAN TATA, Ex chairman, Mr. CYRUS P MISTRY, non

executive director and chairman. Tata Motors has operations in the UK, South Korea, Thailand, Spain,

South Africa and Indonesia.

TATA

MOTORS

CORPORATE STRATEGY The overall scope and direction of a corporation and the way in

which its various business operations work together to achieve particular goals.

Corporate Strategy is concerned with how companies create value across different businesses.

TATA AND FIAT JOINT VENTURE

Fiat Auto and Tata Motors jointly announced an agreement for the formation of a joint venture between the two companies pursuant to the Memorandum of Understanding in July 2006.

With capacities to produce in excess of 100,000 cars and 200,000 engines and transmissions yearly.

The aggregate investments in this industrial joint venture is made in a phased manner and may exceed Rs.4000 crores (over € 665 million). The joint venture started production of engines and new cars progressively from the beginning of 2008.

RESULT OF THE JOINT VENTURE

Strengthens Fiat’s strategic alliance with the Tata Group, consolidating discussions which are ongoing at all levels.

Gave a critical boost to Fiat’s competitive presence in India and surrounding area.

The industrial cooperation with Tata will allow Fiat to bring the flavour and the technology of Fiat’s cars and powertrain at costs in line with local demand, leveraging Tata’s outstanding market knowledge and positioning.

Creating a global scale industrial player in India and further enhance the economic and social development of the area.

TATA MOTORS JOINT VENTURE WITH TATA AFRICA HOLDINGS

Tata Motors (SA) (Proprietary) Ltd., Tata Motors’ joint venture with Tata Africa Holding (Pty) Ltd., inaugurated its assembly plant in South Africa at Rosslyn, north of Pretoria, in the Gauteng province of South Africa in 2011.

Tata Africa Holdings began its operations by importing commercial vehicles from Tata Motors.

Established with an investment of Rs. 110 million, the plant can assemble from semi knock down kits, light, medium and heavy commercial vehicles.

RESULT OF JOINT VENTURE Consolidate its international business in its chosen markets For greater opportunities in the international markets. For investment friendly policies For pursuing an industrial development strategy, development of

OEM Production Capabilities and the Strengthening of the Supply Chains (1st tier Supplier base) for the South African Medium and Heavy Commercial Vehicle (M&HCV) sector.

TATA MOTORS JOINT VENTURE WITH IMPERIAL GROUP AND ACCORDIAN

GROUP Tata motors and Tata Africa has announced a joint venture with south African company, imperial group to market and distribute its pick up vehicles in the region.

From late 2004, selling its cars and light commercial vehicles ("bakkies") through a joint venture with the local Imperial Group.

The company is also in the fray for South African taxi project bid to supply 1.5 lakh mini buses.

In South Africa, the company's range of passenger vehicles is sold through its distributor, Accordian Investments, a joint venture company in which Tata Africa and Associated Motor Holdings have an equal share holdings of 40 percent each, with the remaining 20 percent being held by Ukhamba Holdings (Pty) Ltd., a black empowerment initiative of the Imperial Group.

RESULTS OF JOINT VENTURE South Africa continues to be a strategic market for TATA MOTORS for

strategic investment. To increase it’s market share in the international market. Emergence of new joint venture i.e. TATA Automobile Corporation

South Africa (TACSA) . TATA came up with 8 tonne trucks designed especially for the South

African conditions. Able to raise more funds for other ventures. Entered into Bus segment in South Africa.

TATA JAGUAR LAND ROVER JOINT VENTURE WITH CHINA’S CHERY AUTO JLR had finalised a joint venture agreement with CHERY Automobile

co. to manufacture and sell British luxury brands in china. The joint venture will manufacture JLR- and JV-branded vehicles and

engines, set up a research and development facility, and sell vehicles produced by the JV.

JLR and CHERY were seeking regulatory approval of 17.5 billion yuan venture in eastern china.

Over 80% of the JLR’s sales are to overseas markets. In 2012 sales in China grew by 71% to nearly 72,000 vehicles. By 2013, that had risen to over 90,000 vehicle sales in China.

RESULTS OF JOINT VENTURE

The JV paves the way for U.K based car maker to expand its presence in china, world’s biggest automobile market by sales.

To increase their annual growth rate in the coming years and also the country’s economic growth targets for 2011-2015.

For profitable and sustainable growth in the country. To expand its overseas production capacity.