SUBMITTED TO: SUBMITTED BY :

PRIYANKA PANDEY Anurag Shukla (0700429021)

Rohit Bhatt (0700429069)

SSanjay Rawat (0700429072)

PREFACE

There is a rapid growth in the field of automobile industry and this

has severely influenced the customer choice. Thus technology and ideas are

coming up very frequently these days.

India is the seventh largest country in world which is a developing

country and the per capita income of people is also increasing and because

of this buying capacity of people is also increasing. People love to prefer

cars and they are willing to spend their money on luxurious cars. Because

of this many automobile companies are attracted towards Indian

automobile market.

Today there are almost 10 to 12 automobile companies in Indian

market and Tata is one of them which has a different image in the market.

Our project deals with market analysis of “TATA MOTORS”.

In this project we are going to analyze market strategies , market position ,

current market share of Tata motors in Indian market and where it stand

in relation to its competitors .

Anurag, Rohit, Sanjay.

ACKNOWLEDGEMENT

We would like to take this opportunity to thank all the unified faculty

members for their appreciation of our project work and introducing it

achieves its goal. We are very much honored to be the developer of We are

indebted to Ms. Priyanka Ma’am for all his help and cooperation. She

helped us most of the times whenever we visited her She guided me the way

to achieve the success. He has been a source of inspiration when we was

making this project; we owe our heartiest thanks to I would like to express

gratitude towards Ms. Priyanka ma’am without her valuable guidance and

constructive criticism this project would not have been possible.

We are indeed very much indebted and thankful to our parents and

family members & friends without their blessings and financial support

this project would have not even started. I would also like to thank various

unknown people whom we met online and shared our questions regarding

the project.

Certificate

This is to certify that the project report entitled MARKET

ANALYSIS OF TATA MOTORS submitted to UPTEC

computer consultancy in partial fulfillment for the award

of degree of bachelor of business administration (BBA ), is

original work (to best of my knowledge) carried out by

Anurag, Rohit, Sanjay with Roll no. 0700429021,

0700429067 and 0700429072 respectively under my

guidance.

This report or a similar report on the topic has not been

submitted for any other examination and does not form

part of any other course undergone by the candidate.

___________ _____________

Signature of student: Signature of

guide:

Date: Date:

Name and address Name, designation

of the

Student: guide:

_______________ _______________

_______________ _______________

_______________ _______________

Signature of center manager _____________

CONTENT Problem statement

Objective(s)

Introduction to TATA MOTORS

History

Manufacturing

Goals

Mission

Vision

products

Competitors

Project Details

Market analysis

Market segmentation

Market targeting

Market Positioning

Research methodologyo Analysis of data

Analysis of primary data

Analysis of secondary data

Results and findings

Conclusions

Annexure

Bibliography

Questionnaire

PROBLEM STATEMENT:

Where TATA Motors stands in respect

to its competitors.

What are the markets Strategies of

TATA Motors?

Current market position of “TATA

Motors” in India.

Overall market share of “TATA

Motors” in India.

OBJECTIVE

To analyze the market leader in automobiles

industry.

To identify, where Tata stand in the list of

competitors.

To know about the customer satisfaction of

Tata Motor’s Products.

INTRODUCTION TO TATA MOTORS

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer.

The company's 24,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing a new plant at Sanand (Gujarat). The company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India.

Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.

The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 3,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100000 (excluding VAT and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon

dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost.

Tata Motors is equally focused on environment-friendly technologies in emissions and alternative fuels. . It has developed electric and hybrid vehicles both for personal and public transportation. It has also been implementing several environment-friendly technologies in manufacturing processes, significantly enhancing resource conservation

Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations.

Tata Motors is committed to improving the quality of life of communities by working on four thrust areas – employability, education, health and environment. The activities touch the lives of more than a million citizens. The company's support on education and employability is focused on youth and women. They range from schools to technical education institutes to actual

facilitation of income generation. In health, our intervention is in both preventive and curative health care.

The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by introducing appropriate technologies in our vehicles and operations for constantly enhancing environment care.

With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

HISTORY

Tata Motors launches its first truck in collaboration with Mercedes-Benz

Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. The company was established in 1935 as a locomotive manufacturing unit and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his company had to diversify and he began to look at other products. Based on consumer demand, he decided that building a small car would be the most practical new venture. So in 1998 it launched Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive and simple to build and maintain, the Indica became a hit in the Indian market. It was also exported to Europe, especially the UK and Italy. In 2004 it acquired Tata Daewoo Commercial Vehicle, and in late 2005 it acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the company. It has formed a Joint Venture with Marcopolo of Brazil, and introduced low-floor buses in the Indian Market. Recently, it has acquired British Jaguar Land Rover (JLR), which includes the Daimler and Lanchester brand names.

Company Profile:-

o Tata Motors were established on September 1, 1945,

originally for the manufacturing of Steam

Locomotives at Jamshedpur.

o In 1969 Tata Motors had become an independent

producer of Medium Commercial Vehicles. It had

also developed the capability of designing, testing

and manufacturing such vehicles.

o It is the country’s leading commercial vehicle

manufacturer and has significant presence in the

multi-utility and passenger car segments.

o With the Launch of Tata Indica, an Euro 2 compliant

vehicle, is the country’s first indigenously designed,

developed and manufactured passenger car.

o With the launch of Tata Nano, Tata has penetrated

the market to its extreme by making a car available

for Rs. 132000 only. This is the cheapest car in India

till date and with the announcement of its diesel

variant it has made potential buyers to eagerly wait

for it.

Manufacturing

1.Uttarakhand:

The company has set up a plant for its mini-truck Ace and the passenger carrier Magic (based on the Ace platform) at Pantnagar in Uttarakhand. The plant began commercial production in August 2007. This is the company's fourth plant, after Jamshedpur (commercial vehicles), Pune (commercial vehicles and passenger vehicles) and Lucknow (commercial vehicles). The plant is spread over 953 acres, of which 337 acres is occupied by the vendor park

.

State-of-the-art facilities include weld shops, paint shops, engine and gear box shops and assembly lines. The company has invested over Rs.1000 crore in the plant. Vendors for the vehicle have made additional investments to set up their plants in the vendor park adjoining the plant. The operation has generated about 7500 direct and indirect jobs in the plant, among vendors and service providers in the area.

2.Lucknow:

Tata Motors Lucknow is one of the youngest production facilities among all the Tata Motors locations and was established in 1992 to meet the demand for Commercial Vehicles in the Indian market. The state of art plant is strongly backed by an Engineering Research Centre and Service set-up to support with latest technology and cater to the complexities of automobile manufacturing.

Fully Built Vehicle business, which is one of the fast growing areas of our business, is also established in Lucknow.

Plant, rolls out commercial vehicles and is specialized in the designing and manufacturing of a range of modern buses which includes Low-floor, Ultra Low-floor, CNG & RE Buses.

The Lucknow facility also specializes in manufacturing HCBS (High capacity Bus System) buses.

In light of Company’s aggressive growth plans, we are currently in expansion phase and production at Lucknow would grow many-fold in near future. The expansion shall be in the areas of painting, welding, vehicle assembly & testing

and utility services, driven by latest technology. To achieve these plans we invite people who have good Technical Knowledge, seek Challenging Opportunities and have a Drive for Engineering Excellence to come and partner us in our journey.

3. Pune:

The Pune unit is spread over 2 geographical regions- Pimpri (800 acres) and Chinchwad (130 acres). It was established in 1966 and has a Production Engineering Division, which has one of the most versatile tool making facilities in the Indian sub-continent. It houses a Vehicle manufacturing complex which is one of the most integrated automotive manufacturing centers in the country producing a large variety of individual items and aggregates.

It is engaged in the design and manufacture of sophisticated press tools, jigs, fixtures, gauges, metal pattern and special tools, as well as models for the development of new ranges of automobile products. Its capabilities have enabled Tata Motors to introduce new products and improve existing ones without resorting to imports of dies or fixtures.

Over the years, this division has developed expertise in design and manufacture of automated dies, fixtures and welding equipment. Its large design group is fully conversant with state-of-the-art CAD facilities and manufacturing facilities comprising of light and heavy CNC machine shops, jigs boring room, plastic template shop, wood pattern and model pattern shop, five axis precision machine tools and laser control machines. To cope with such a diverse range, four assembly lines have been established, one each for MCVs and HCVs,

LCVs, Utility vehicles and one for Passenger Cars (Indica and Indigo).

The Passenger Car Division in 'K' block executes the entire process of car manufacture over five shops - the engine shop, the transmission shop, press and body shops, paint shop and the trim and final assembly shop. The shops are fully automated ensuring that there is minimal chance for error in the manufacturing processes.

After the car is completely assembled, it goes through several checks like wheel alignment, sideslip test, brake test, shower test, and a short test run before it is ready for dispatch. All systems such as materials management, maintenance and other activities are computerized, enabling smooth operations and minimum inventory needs.

The Electronics Division is engaged in the production of a wide variety of Machine Tool Controllers, PLCs, Test rig instrumentation, Servomotors, Proximity Switches. In addition, it has developed a number of components such as flashers, horns, timers that are used in Tata Motors' vehicles.

Industry experts rate the fully automated Foundries at Chinchwad and Maval among the best, worldwide. The Iron Foundry at Chinchwad produced 37,000 Tons of high precision castings in 2006-07 while the Iron Foundry at Maval produced 14000 Tons of spheroidal Iron castings in 2006-07. These include Cylinder Blocks, Cylinder Heads, Gear Box Housing, etc. To dispense with the need for outsourcing, an Aluminium Foundry with an annual capacity of 3,300 Tonnes has been established.

4.Jamshedpur:

Established in1945, the Jamshedpur unit was the company's first unit and is spread over an area of 822 acres. It consists of 4 major divisions - Truck Factory, Engine Factory, Cab & Cowl Factories, and the Novus. The divestments in March 2000 hived off the Axle and Engine plants into independent subsidiaries viz. HVAL &HVTL, respectively.

The Truck Division boasts of two assembly lines. The main assembly line, measuring 180m in length has 20 work stations with a vehicle rolling out every 8 mins. The other line is dedicated to special purpose vehicles and for meeting the requirements of the Indian Army.

The uniqueness of the Factory lies in its possession of· Advanced facilities for manufacturing long members comprising of a set-up of 5000 Tones Hydraulic press line, cut-to-length line for strip preparation purchased from M/s Kohler of Germany and a Camber Correction line.

· Facility for hot forming of axle halves with a 3000 tone press and heating furnace.

· Flexibility in manufacturing frames with an off line Proto-typing facility.

The Cab, Cowl & Novus Factory is equipped with state- of- art facilities like Centralized Paint Shop and Automated painting set up, Robot painting, BIW Fabrication of day & sleeper cabs for trucks, Articulates ( Tractor/ Trailer), BIW Fabrication of Cowls for buses, and other miscellaneous applications.

The fully equipped Foundry, that the unit is supported by, supplies high-grade SG Iron castings for automobile components and excavators, and is rated as one of the cleaner, better and highly automated foundries in the world. It has an annual capacity of 42,000 MT of Good castings and makes, both, Gey and SG cast Iron casting. It manufactures all critical automobile castings e.g. Cylinder Block, Cylinder Head etc. It has a sophisticated Kunkel Wagner High Pressure Moulding line of a rated production capacity of 90 moulds/ hour. This is supported by a sand cooler and sand mixer from Kunkel Wagner.

Its melting shop has Medium Frequency Induction Furnaces for melting and Channel Furnaces for holding. The pouring is done by a Channel Press Pour coupled with a Steam Inoculation Dispenser. The core shop has a state- of-the- art Cold Box Machine, making four cores per minute. It has elaborate sand and metallurgical laboratories. In 1993 the foundry was ISO 9002 certified by the Bureau Veritas Quality International, which was later followed by the more stringent QS 9000 certification from the BVQI in the year 2000. Currently it is certified as TS: 16949 by BVC.

The Engine Factory is responsible for the in-house manufacture of Tata 697/497 Naturally Aspirated and Turbo Charged engines, and the 6B series engines manufactured at Tata Cummins.

As one of the most modern forging set-ups in the country, the Forge Division is equipped with a semi-automated forging line with 40,000 mkg Beche Hammer and state-of-the-art presses from Kurimoto of Japan. It produces critical forgings like crankshafts, front axle beams and steering parts for the automobile plant. The new forging line, installed in April 1984, has the capacity to forge front axle beams at 90 sec per piece and crankshafts at 120 sec per piece. Mechanical presses help produce a variety of heavy forgings. The sophisticated FIDIA digit 165 CC Graphite Milling Machine links shop floor machines to the design workstation. The Forge has been certified as ISO 9002 and QS 9000 by the BVQI.

HV Axles Ltd., a wholly owned subsidiary of Tata Motors, is currently the market leader in medium and heavy commercial vehicles axles in India with an installed capacity of over two lakh axles per annum.

The company's product range includes Front Steer axles- both live and normal, Rear Drive axles and dummy/ trailer axles. It is currently the sole suppliers of M&HCV axles to the Jamshedpur and Lucknow plants of Tata Motors.

HVAL has state-of-the-art manufacturing facilities for making all major Axles components such as Front Axle Beam, Stub

Axles, Front & Rear Wheel Hubs, Differential, Axle Gears (Crown Wheel, Pinion, Bevel Gear & Shaft Gear), Banjo Axle Beam, Swivel Heads, Constant Velocity Shafts etc. For being in the forefront of cutting edge technology, HVAL has proven skills in manufacturing axles from component level to assembly & testing. As a TS 16949 company, HVAL encourages and continuously supports its vendor base to upgrade their Quality Management System to TS 16949.

HVTL was established on 13th March 2000 as a major subsidiary of Tata Motors by taking over operations of Tata Motors' erstwhile Gearbox Division. It is a leading manufacturer of automotive transmissions, components & engineering applications for a wide range of medium & heavy commercial vehicles. The company has a capacity of producing 94,000 gearboxes per year which is being enhanced to a capacity of 120,000 Gearboxes per year. It provides products and services of superior quality, matching with the current economic and business trends in medium and heavy commercial vehicle markets. The Quality System of HVTL is certified under ISO/ TS-16949. In the environmental and safety front, it was ISO14001 certified in 2004 and OHSAAS-18001 certified in 1999.

While making technological advancements, the social responsibilities are also taken up seriously. Tata Motors, Jamshedpur, plays an active role in serving rural communities surrounding its Works through various community centres.

While striving to create a culture for self-help amongst the local populace, it has made significant progress in community and social forestry, sustainable development of wastelands, road construction, rural health and education, development of

rural industries, water supply and family planning. A signatory to the UN Global Pact, it also takes various initiatives in human rights protection, labour standards, environmental issues, modern effluent treatment facilities, sanitation drives, soil and water conservation programmes, tree plantation drives, etc.

Delhi-Gurgaon-Noida-Ghaziabad

Kolkata

Mumbai-Pune-NasikAurangabad

Jamshedpur

Chennai Bangalore Hosur

Rajkot-Halol

Hyderabad

Ludhiana

Haridwar

Pitampur

Automotive clusters in India

Ashok Leyland EnfieldFord Greaves Hindustan Motors

HyundaiMahindra & Mahindra

Tatra Toyota Kirloskar TVS MotorsVolvo

Ashok Leyland EicherForce Motors Hero HondaHindustan Motors

HondaHonda SIEL ICMLKinetic LMLMajestic Maruti SuzukiPiaggio YamahaSwaraj Mazda Tata Motors

North / Central

Ashok Leyland Atul AutoBajaj Auto Daimler

ChryslerFIAT Force

Motors GM Greaves

KineticM & M PremierSkoda Tata

Motors

WestHindustan MotorsTata Motors

East

South

Source: SIAM, IMaCS analysis

Major automotive clusters - Mumbai-Pune-Nasik-Aurangabad (West), Chennai -Bangalore-Hosur (South) and Delhi-Gurgaon-Faridabad (North)

Market Overview

GOALS

1. The Goal of Tata Motors is to provide good and efficient car with all people at reasonable price.

2. Tata Motors, a Company that cares about the future….. True to the tradition of the Tata Group.

3. Tata Motors is committed in letter & sprite to corporate social responsibility as well as economical interests of their share holders who have invested in Tata Brands.

4. Tata Motors concerns in Manifested by a dual approach :-

Reduction of environmental pollution and regular pollution control drives.

Restoring of ecological balance.

Vision statement of Tata motors

The vision statement of Tata motors is “Best in the manner in which we operate best in the product we deliver , and best in our services.

Mission statement of Tata motors

Leadership with trust

PEMPLATE

PRODUCTS OF TATA MOTERS:-

Tata Indica

Tata Ac and Non Ac Buses

Tata Nano

Passenger Car and Utility Vehicle

o Tata 1616 Star Buso Tata Sumo/Spacioo Tata Safario Tata Indigo

Commercial Vehicles o Tata 407 Ex and Ex2o Tata 709 Exo Tata 809 Ex and Ex2o Tata 909 Ex and Ex2o Tata Globus(Low Floor Bus)

Military vehicles o Tata LSV (Light Specialist Vehicle)

o Tata 2 Stretcher Ambulanceo Tata 407 Troop Carrier

PRODUCTS OF TATA MOTERS:-

TATA INDICA

The first generation Tata Indica's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry.After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, Tata Estate (1992, a station wagon design based on the earlier 'Tata Mobile' (1989), a light commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle). Tata launched the Indica in 1998, the first fully indigenous passenger car of India. Though the car was initially panned by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry. A newer version of the car, named Indica V2, was a major improvement over the previous version and quickly became a mass-favourite. Tata Motors also successfully exported large quantities of the car to South Africa. The success of Indica in many ways marked the rise of Tata Motors.

]

.

TATA Ac AND NON -Ac BUSESTata MarcoPolo released this low-floor bus in India and now it is widely used as public transport in Delhi, Mumbai, Bangalore and Lucknow

Tata Motors has formed a 51:49 joint venture in bus body building with Marco polo of Brazil. This joint venture is to manufacture and assemble fully-built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design. Tata and Marco polo have launched a low-floor city bus which is widely used by Delhi, Mumbai, Lucknow and Banglore transport corporations.

TATA NANO

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the world at about Rs. 1, 00,000 (US $2,500).[12] The city car was unveiled during the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi.

Tata has faced controversy over developing the Nano as some environmentalists are concerned that the launch of such a low-priced car could lead to mass motorization in India with adverse effects on pollution and global warming. Tata has set up a factory in Sanand, Gujarat and the first Nanos are to roll out summer 2009.

Tata Nano Europa has been developed for sale in developed economies and is to hit markets in 2010 while the normal Nano should hit markets in South Africa, Kenya and countries in Asia and Africa by late 2009. A battery version is also planned.

.

TATA ACE

Tata Ace was India's first mini truckTata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was built with a load body produced by Autoline Industries.[14] By 2005, Autoline was producing 300

load bodies per day for Tata Motors. Ace is still one of the number maker for TML; TML sold the 2,000,000th Ace in August 2008, within 4 years since its introduction.

Tata Ace has also been exported to several European, South American and African countries. Electric-versions of Tata Ace are sold through Chrysler's Global Electric Motorcars division.

Electric vehiclesTata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle Tata Ace. Both run on lithium batteries. The company has indicated that the electric Indica would be launched locally in India in about 2010, without disclosing the price. The vehicle would be launched in Norway in 2009.

P roducts

• T ata Indigo– C reated in 2002– Mid-s ized sedan.– Different models run

on either normal gasoline or diesel fuel.

– S eats 5 people.– S ame luxuries as

American made vehicles .

P roducts

• T ata Indigo S W– S tation wagon vers ion

of the Indigo.– S ame bas ic features

as the Indigo.– S eats 5 people.– Different models fun

on different fuels .– Different optional

safety features than other vehicles .

P roducts

• T ata Indica– Hatchback vers ion of

the Indigo sedan.– E as ily affordable.– S mallest in the line of

T ata vehicles to date. – S eats 5 people.– S ame bas ic features

as the sedan.

P roducts• T ata S afari

– Mid-s ized S UV.– Has a special engine

called DIC O R .• Direct Injection

C ommon R ail.• Allows the engine to

intercool itself.

– C omes in either a 4x4 or a 4x2.

– C an seat 7 passangers .

J aguar and F ord• P urchase from F ord

– C oncerns

• C hanges or P lans– More T ata vehicles– Made in India

• F uture

Market analysis

Market analysis may take two distinct forms. In the first, it is a method used by investors to look at the market and try to determine whether it is going up or down, in order to make investment decisions. In the second, it is a field used by marketers to analyze the target market of their clients and determine the best courses of action to take to improve sales and profitability.

Where TATA Motors stands in respect to

its competitors.

Players: Indian auto industry

Global OEM

Indian OEM

Indian Suppliers

Global Suppliers

Engineering &

Development Companies

Indian Auto

Industry

GM Toyota Ford HyundaiMaruti Suzuki HondaMercedes

Tata MotorsMahindra & MahindraAshok Leyland

Mahindra and MahindraHindustan motors

The Indian auto industry is highly competitive with a number of global and Indian auto companies present

Growth drivers for theIndian automotive industry

Contemporary products

Shorter life cycle

Growth in Income

levelsEasier

financing

Government Policies

New productlaunches

Indian Automotive Industry

Increasing consumer demand

Cost Competitiveness

Overall economic

growth Lower duties &

taxes

Export CompetitivenessReduced cost to consumer India emerging as

a manufacturing hub

Market Overview

Key players in the Indian auto industry

The largest player in the Indian industry. Plans to launch new and exciting products in the Indian markets, including the ‘100,000’ car

Suzuki’s JV in India and the largest passenger car manufacturer in India

The third largest passenger car manufacturer in India and one of the largest exporters of vehicles. Has established India as one of its manufacturing bases in the world. Is planning to invest heavily to boost exports from India

Has vision of capturing 10 % share of the Indian passenger car market by 2010

One of the leading players in the Indian premium cars segment

One of the leading players in the Indian premium cars segment

One of the leading players in the Indian premium cars segment. Plans to enter the small car segment by re-launching the Matiz

One of the largest players in the UV / MUV segment

The 2nd largest CV manufacturer in India

Top Automobile Companies in India

Starting from the era when there was too slim of a variety of cars available in Indian market, Indian automobile industry

has come up a long way to have a diverse array of cars these days. There are a number of top automobile companies running their

operations in India, which again have a range of models in different segments of cars. However, while looking for top 10

automobile companies in India, one name that would always lead the list is Maruti Suzuki India. Maruti Suzuki has consistently been the dominant leader in the Indian automobile industry. However, there are also other big names like Tata Motors,

Mahindra and Mahindra, Hyundai Motors, Hindustan Motors etc.

During its early days, the most of the Indian car auto manufacturers banked upon foreign technologies. But the

scenario has changed over the years and currently, the Indian auto manufacturers are using their own technology. Due to the

growing pace of Indian automobile market, a number of car manufacturers including the global leaders have locked their

horns in the Indian auto market.

After the recent setback due to the global recession, the Indian automobile market has again started to grow up. Though the auto

sales except commercial vehicles started creeping up since the beginning of this financial year, it's only the month of September 2009 when the market saw buoyant sales. It fuelled optimism in the industry. The retail trade also started soaring up. The auto

sales saw a 9.6% rise in the month of September with a sale of 1,092,262 units. The passenger vehicle sales also grew by 20.32%. The two wheeler market was also augmented by 7.67% during the

same period with a total sale of 838,150 units. The same trade is applicable for the three-wheeler market, which saw a growth of

13.51% (with sale of 41,137 units) during the same period.

List of Top Automobile Companies in India

Market Growth rate of different automobile companies

Maruti Suzuki India Limited (MSIL)

Maruti Suzuki India is an undisputed leader in the Indian automobile industry. Started its journey in February 1981as Maurti Udyog Limited, the company created history in the

Indian automobile market with its hugely popular four-wheeler model Maruti 800. The company became the first Indian automobile company to manufacture one million

vehicles in 1994. The company became Maruti Suzuki India Limited on September 17, 2007.

Maruti sold 83,306 units of vehicles in September 2009, comparing to 71,000 units in the same month in the previous year

(with a growth rate of 17.3%). It also exported 11,712 units during September 2009, comparing to 6,318 units in the same

month in the previous year (with a growth rate of 85.4%).

Hyundai Motor India Limited (HMIL)

Hyundai Motor India Limited, founded in 1998 and a subsidiary of Korean auto giant Hyundai Motor Company, is the second largest car manufacturer in India. It is also country's largest

passenger car exporter. Hyundai Motor came very close to the hearts of the Indian auto lovers through its flagship model Santro.

After the recession, Hyundai Motor saw a growth rate of 25% in the domestic market. During September 2009, HMIL sold 53,804 units, comparing to 46,218 units during September 2008. In the

domestic market, it sold 27,803 units in September 2009, comparing to 22,311 during September 2008. The overseas sales

during the same period also grew up 9% as it sold 26,001 units in September 2009, comparing to 23,907 units during the same

month in the previous year.

Tata Motors

Tata Motors is the third largest car manufacturer in India. It also occupies the number one position in commercial car segment. Tata Motors enjoys 31.2% of market share in the multi utility

vehicles, which in luxury car segment, it has 6.4% market share.

Tata sold 52,531 units of vehicles during September 2009, comparing to 49,647 units during September 2008 (a growth of 6%). In domestic market, Tata Motors sold 49,650 units during the same period, comparing to 45,234 units in September 2008.

Mahindra & Mahindra Limited (M&M)

Mahindra &Mahindra Limited is another auto-giant in India. A part of the Mahindra Group, M&M is the largest SUV maker in the country. In September 2009, M&M registered a domestic sale

of record 26,921 units, comparing to 22,729 units in September 2008 (with an increase of 18.4%). On the other hand, it sold

15,296 units of UV in the same period comparing to 10,641 units in September 2008 (with a whooping growth of 43.7%).

General Motors India Private Limited (GM India)

General Motors India Private Limited is another top player in Indian automobile industry. A wholly-owned subsidiary of the

auto giant General Motors, GM India saw a sales growth of 49% in September 2009 with a sale of 7,654 units, comparing to 5,154

units in September 2008.

Honda Siel Cars India Limited (HSCI)

Honda Siel Cars India Limited, a joint venture between the Japanese auto giant Honda Motor Company Limited and the

Indian company Siel Limited, started its operation in December 1995. In September 2009, HSCI sold 5,794 units, comparing to 3,104 units in September 2008 (with a growth rate of 86.7%).

Toyota Kirloskar Motor Private Limited (TKM)

Toyota Kirloskar Motor Private Limited is another top Indian automobile company. A joint venture between the Japanese auto giant Toyota Motor Corporation and Kirloskar Group, TKM has

a number of car models including Innova, Corolla, Fortuner, Camry and the Land Cruiser Prado. It sold 7,657 units in

December 2009.

Hindustan Motors

Hindustan Motors is another top automobile company in India. It was once country's largest car manufacturer before Maruti Udyog overpowered it. Its popular model ‘Ambassador’ has been extensively used as government limousine as well as taxi cab in India.

SWOT Analysis of Tata Motors

Tata Motors Limited is the biggest car producer in India since 1945. It has produces more than 4 million vehicles and has been selling around the world. Tata Motors mainly manufactures passenger and commercial vehicles such as the most famous Tata motors Nano and the Tata Safari.

SWOT Analysis of Tata motors

1. Strengths

The internationalization strategy so far has been to keep local managers in new acquisitions, and to only transplant a couple of senior managers from India into the new market. The benefit is that Tata has been able to exchange expertise. For example after the Daewoo acquisition the Indian company leaned work discipline and how to get the final product ‘right first time.’

The company has a strategy in place for the next stage of its expansion. Not only is it focusing upon new products and acquisitions, but it also has a programme of intensive management development in place in order to establish its leaders for tomorrow.

The company has had a successful alliance with Italian mass producer Fiat since 2006. This has enhanced the product

portfolio for Tata and Fiat in terms of production and knowledge exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the companies have an agreement to build a pick-up targeted at Central and South America.

2.Weaknesses The company’s passenger car products are based upon 3rd

and 4th generation platforms, which put Tata Motors Limited at a disadvantage with competing car manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not got a foothold in the luxury car segment in its domestic, Indian market. Is the brand associated with commercial vehicles and low-cost passenger cars to the extent that it has isolated itself from lucrative segments in a more aspiring India?

One weakness which is often not recognized is that in English the word ‘tat’ means rubbish. Would the brand sensitive British consumer ever buy into such a brand? Maybe not, but they would buy into Fiat, Jaguar and Land Rover (see opportunities and strengths).

3.Opportunities In the summer of 2008 Tata Motor’s announced that it had

successfully purchased the Land Rover and Jaguar brands from Ford Motors for UK £2.3 million. Two of the World’s luxury car brand have been added to its portfolio of brands, and will undoubtedly off the company the chance to market vehicles in the luxury segments.

Tata Motors Limited acquired Daewoo Motor’s Commercial vehicle business in 2004 for around USD $16 million.

Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer in terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up to 85 times more than a standard Nano!

The new global track platform is about to be launched from its Korean (previously Daewoo) plant. Again, at a time when the World is looking for environmentally friendly transport alternatives, is now the right time to move into this segment? The answer to this question (and the one above) is that new and emerging industrial nations such as India, South Korea and China will have a thirst for low-cost passenger and commercial vehicles. These are the opportunities. However the company has put in place a very proactive Corporate Social Responsibility (CSR) committee to address potential strategies that will make is operations more sustainable.

The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly engines. The bus has optional organic clutch with booster assist and better air intakes that will reduce fuel consumption by up to 10%.

Threats Other competing car manufacturers have been in the

passenger car business for 40, 50 or more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean production.

Sustainability and environmentalism could mean extra costs for this low-cost producer. This could impact its underpinning competitive advantage. Obviously, as Tata globalises and buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it has left itself open to competition from overseas companies for the emerging Indian luxury segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-based plant which will build 5000 new Mercedes-Benz per annum. Other players developing luxury cars targeted at the Indian market include Ford, Honda and Toyota.

In fact the entire Indian market has become a target for other global competitors including Maruti Udyog, General Motors, Ford and others.

Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts. The price of steel and aluminium is increasing putting pressure on the costs of production. Many of Tata’s products run on Diesel fuel which is becoming expensive globally and within its traditional home market. 

What are the market strategies of TATA Motors

Marketing strategies of Tata Motors

Located in Mumbai, India, Tata Motors is India's largest passenger automobile and commercial vehicle manufacturing company, and a decently large player in the world market. One of Tata's biggest claims to fame is their Tata Nano, the least expensive production car in the world. For sale beginning in July of 2009, this little bugger costs a total of $2,421. Not only is it extremely low-priced, the Tata Nano is also extremely fuel-efficient, averaging around 78 miles per gallon on the highway and 92mpg in the city.

 Identified the Tata Nano as part of a "new breed of 21st-century cars" that have "a contrarian philosophy of smaller, lighter, cheaper."

Marketing strategies of Tata Motors made public

Marketing strategies of TATA motors is one of the most successful marketing strategies in automobile industry. By looking at the SWOT analysis of Tata Motors, you will know why Tata Motors Company is able to produce more than 4 million different types of vehicles such as cars, trucks, commercial vehicles, 4×4…etc since the company began in 1945. Meanwhile, Tata Motors Limited has also become the largest automobile producer in India market.

Marketing strategies of Tata motors

What makes the marketing strategy so successful?

1. Product, Branding, and Advertising

Every business started from 0, from no one knows it until everyone know it. Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. Another more important way of advertising is to create an image or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly the car has been used in the famous James Bond movie. This is similar to Nissan 350 Fairlady Z in the recent 2007 Fast and the Furious 3 – Tokyo Drift. Over the years Tata Motors have been successful in creating their brand image especially they use some famous stars as their spokesman.

Other important marketing strategies are such as the packaging, innovations, and quality control. Tata Motors provide many innovative features to attract car lover. One of these innovations is the Tata Safari 4X4 Dicor that has “Reverse Guide System”. A weather-proof camera is fixed to the rear car to help the driver while reversing the car.

2. Pricing Strategy

There are various factors to determine a price of a car. These factors are such as market condition (it can’t be too low or too high with the prices of same vehicle from competitors, it has to be at par), cost incurred to build a car, profit by company, dealer profit.

Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discount can be made from Company’s profit or from dealer’s profit at certain range.

3. Place

Place of dealership does play an important role. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership.

4. Maintenance and Support

After sales service is also another important marketing strategy for most of the car buyer to choose for the right car. End user will not want to spend a lot of time to travel to a far place just to service the car such as change engine oil, oil filter and some simple checking. Parts and accessories must also easy to access when it is needed to keep the customer satisfy from buying Tata cars until maintaining the car or even until they sell the car and change to a newer Tata model.

 

WHAT IS THE CURRENT MARKET POSITION OF TATA MOTORS IN INDIAN

MARKET

o Ranked Number 1:- Maruti Suzuki India

Limited (MSIL) With a growth rate of 17.3%. Export growth rate of 85.4%. Undisputed leader in the Indian automobile

industry.

o Ranked Number 2:-Hyundai Motor India Limited (HMIL)

The second largest car manufacturer in India.

It is also country's largest passenger car exporter.Hyundai Motor saw a growth rate of 25% in the domestic market.

The overseas sales during the same period also grew up 9%

o Ranked Number 3:-Tata Motors Third largest car manufacturer in India. Occupies the number one position in

commercial car segment.

Enjoys 31.2% of market share in the multi utility vehicles,

In luxury car segment, it has 6.4% market shareTata saw a growth rate of 6% in domestic market.

o Ranked Number 4:- Mahindra & Mahindra Limited (M&M)

Mahindra &Mahindra Limited is another auto-giant in India.

Domestic sale increased by 18.4%.

o Ranked Number 5:- General Motors India Private Limited (GM India)

Top player in Indian automobile industry.

GM India saw a sales growth of 49%.

OTHER KEY PLAYERS OF AUTOMIBLE INDUSTRY

Honda Siel Cars India Limited (HSCI)

Toyota Kirloskar Motor Private Limited (TKM)

Hindustan Motors

WHAT IS THE OVER ALL MARKET SHARE OF TATA MOTORS IN INDIAN MARKET

0% 20% 40% 60% 80% 100%

1

MARKET GROWTH RATE

HSCI

GMI

M&M

TM

HMIL

MSIL

TATA MOTORS MARKET SHARE

Occupies the number one position in commercial car segment.

Enjoys 31.2% of market share in the multi utility vehicles,

In luxury car segment, it has 6.4% market share

TO KNOW ABOUT THE CUSTOMER SATISFACTION

OF TATA MOTOR’S PRODUCTS.

TATA MOTORS is one of the biggest player in the automobile sector. It is best know for its customer satisfaction. TATA MOTORS service centers are available all over in INDIA. As far as LUCKNOW is concerned service centers are available in the following areas:-

23, ASHOKA MARG

CHINHAT

NISHAT GANJ

HAZRATGANJ

ALAMBAGH

BHOOTNATH

RESEARCH

RESEARCH METHODOLOGY: Area: For the project was collected from malls, customer at showrooms, markets and from public in Lucknow.

Sample size: sample size of 100 was taken based on “convenient sample random sampling”.

Research tool: the data was collected through “survey questionnaire method”.

Data collection: data was collected through the following-

a) Primary sources: questionnaire from general public. Open Ended Question

Close Ended Question

Explanatory Question

b) Secondary sources: magazines, newspapers, internet.

Data analysis

Data analysis is the most important part of the questionnaire.

The data was analyzed according to the answer filled in by respondent.

The data was put in chart to get a clear comparison of service and satisfaction provided by various operators

Questionnaire

Questioner is a sourse of primary data.

It is a simple way to collect data from general public.

A multiple choice question were given to the respondent and they were asked vto fill their opinion.

The data was then analyzed and inference wera drewn on that basis.

Questionnaire

Name of candidate:

contact no:

email id: …………………………………..

gender:

male

Female

Q) Do you own any Vehicle?

1) Yes 2) No

Q) Which car do you own?

1) Zen estilo 2) Indica

3) Santro 4) Others

Q) Are you satisfied with it?

1) Yes 2) No

Q) How much do you spend on maintenance on monthly basis?

1) <2000 2)2000-4000

3)>4000

Q) Name a company that come first in your mind when you think of small segment car in India?

1) Zen estilio 2) Indica

3) Santro 4) Others

Q) OUT of these which you will see first when you will buy a car?

1) Cost 2) Style

3) Performance 4) style

Q) Are you planning to buy a car with in next?

1) In a month 2) In six month

3) In a year 4) Not in future

5) In two month

DATA ANALYSIS

Data analysis is the most important part of the questionnaire.

The data was analyzed according to the answer filled in by respondent.

The data was put in chart to get a clear comparison of service and satisfaction provided by various operators

ANALYSIS

Sample size - 60

Respondents:

Owners of Santro - 9

Owner of Zen Estilo - 8

Owner of Indica -18

Owners of Other Cars -5

FINDINGS

Q) What do you own?

a) Car b) two wheeler c) nothing

Car

Two wheeler

Nothing

From that it is found that

59 people owned a car

29 owned two wheelers and

12 owned nothing

Q) Which car do you own?

a) Zen estilo b) santro c) Indica d) others

0

5

10

15

20

25

Santro Zen Estilo Indica Others

From that it was found that:

14 people owned Santro.

13 people owned Zen Estilo.

23 people owned Indica.

10 are owner of other cars.

Q) Are you satisfied with it?

a) Yes b) No

0

10

20

30

40

50

60

70

Satisfied Dissatisfied

From that it was found that

65 were satisfied and

35 were not satisfied

Q) How much do you spend on maintenance on a monthly basis?

a)<2000 b)2000-4000 c)>4000

<2000

2000-4000

>4000

From that it was found that:

58 spend below 2000.

30 spends between 2000-4000’

12 spend above 4000.

Q) Name a car that comes first in your mind when you think of small segment car in India?

Zen Estilo

Santro

Indica

Others

From that it was found that

26 said Zen estilo

25 said santro

28 said Indica

21 said others

Q) Out of these which you will see first when you will buy a car?

0 10 20 30 40 50

Cost

Style

Performance

Performanceand Style

From that it was found that.

43 people consider cost before purchasing a car.

17 people consider style before purchasing a car.

14 people consider performance before purchasing a car.

26 people consider performance & style before purchasing a car.

Q) Are you planning to buy a car within next?

0

5

10

15

20

25

30

35

40

OneMonth

TwoMonth

SixMonths

OneYear

Not infuture

From that it was found that:

11 people want to purchase in a month

5 people want to purchase within 2 month.

12 people in 6 months.

39 said in a year.

33 said not in near future.

Q) Would you will purchase Tata Nano?

0

10

20

30

40

50

60

Yes No Can't Say

From that it was found that

36 said yes.

52 said no

12 said can’t say

Limations

The size was very small.

Some information may vary for different people.

Respondent might have given biased answer.

Small sample size did not cover all age groops.

Time constraint

The figure of result and analysis are approximation.

ConclusionTata Motors is the third largest car

manufacturer in India. It also occupies the no. one position in commercial car segment. Tata Motors enjoys 31.2% of market share in the multi utility vehicles which in luxury car segment, it has 6.4% market share.