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About the Tata Motors & It's activities in International Market
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Presented By:
Anand Jha
Company Profile• Founded: 1945
• Founder: JRD Tata
• Head Quarters: Mumbai, India
• Key People: Ratan Tata, Chairman,
Cyrus Pallonji Mistry, Chairman
Chandrasekaran Ramakrishnan , President & Chief Financial Officer
•Parent: Tata Group•Products: Automobiles and engines•Revenue: $32.23 billion (FY 2012-13)•Net Profit:334.52 crores
•It has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanard India and as well as Argentina, United Kingdom, South Africa, Thailand
Malaysia*Thailand
Bangladesh *Nepal, Sri Lanka
Kenya*
Russia*Ukraine* U.K.
Italy
Senegal
Afghanistan Uzbekistan
Brazil
South Africa*
Egypt
Saudi Arabia Iraq, Iran
China South Korea*
LATAM
West Africa
North Africa
West Europe
Central Asia East Asia
South Asia
South East Asia West Asia
East Africa South Africa
* Assembly Operations also
OTHER COLLABORATIONS/M&A & JVs• Tata Daewoo Commercial Vehicle
• Hispano in Spain & Marcopolo In Brazil• JV with Jardine Matheson for
ConcordeMotors• Technology Tie Ups at Spain,Italy
Global Footprint
3
SWOT analysis
• Strengths Well-known brand with
good reputation Huge employee base. Dedicated engineering
and R&D department
•Opportunities Increasing per capita income and purchasing capability of potential customer baseMergers and acquisitions to acquire newer technology Augmenting the distribution and service network in various countries
•Weakness Limited international presence Sometimes faces alleged quality and durability issuesNot much customer engagement programs and activities
•Threats Increasing fuel costsCompetition from other big automobile giantsProduct innovations and frugal engineering by competitorsRising cost of manufacturing
Polycentric Approach
• Tata Motors gives importance to every country’s domestic market, as there is a belief in uniqueness of every market and its need to be addressed in an individual way.
• It operates either by wholly owned subsidiaries or through marketing subsidiaries, separately in each country.
• It produces high quality products. It concentrates its attention on foreign markets which have similar consumer needs and conditions similar to domestic market.
Segmentation
• Geographic• Demographic
i. Age : Any Body above age 18
ii. Income : Available in all ranges
iii. Occupation : All
• Psychographici. Personality : Available in different segment.
• BehavioralI. Benefit : Quality & style
II. Users : Potential Users & First Time Users
III.Readiness Stage: Those who are aware, informed, interested and are intended to buy.
Targeting
• Acquired Daewoo (2004)– Commercial Vehicle Company,– South Korea’s second largest truck maker, for 102 million
dollars.
• Acquired Hispano Carrocera (2005)– Bus manufacturing Spain-based company, acquired 21 Percent
of 12 million Euro.– Acquired full ownership in 2009
• Tata paid Ford Motor Company 2.3 billion for Jaguar and Land Rover companies – It allows Tata to enter into the luxury car market– To enter into the very competitive and highly desirable mature
markets in Europe and in future hopes of securing market segments in the United States.
Continued..
• Bangladesh car market- launched the Manza and Vista hatchback model.
• China- Sold approximately 26,000 units making it 3rd largest market for Jaguar and Land Rover.
• South Africa- Opened assembly plant for targeting the operations and presence of Tata group in South Africa.
• Tata Electric Car- Planning for launch in North America
• Tata and Samsung deal in for car infotainment systems targeting Indian customers.
• Sri-Lanka & Malaysia for installing sales process system and face to face customer meets
Positioning
• Passenger cars.
• Utility vehicles.
• Commercial vehicles.
• Passenger buses.
• Land Rover and Jaguar for Elite Group.
• TATA Nano for middle class people.
• Chipset car developer in the world.
• Highest Seller of Trucks in India.
• TATA Hispano High facility Buses.
Competitive Analysis
Threats of New Entrants
Factors Tata Motors Advantages New Entrance Threats
Entry Cost Yes Low
Retaliation by TATA in case of Competition
Yes, Because of large resources available with TATA
Low
Experience High Low
Other Cost Advantage Yes Low
Buyer Bargaining Power
Factors Tata Motors Advantages Buyer Bargaining Power
Differentiation Price , Durability , Brand equity Low
Concentration Large number of consumers Low
Profitability Easy availability of loans Low
Quality Best Low
Supplier Bargaining Power
Factors Tata Motors Advantages Supplier Bargaining Power
Concentration High Low
Switching Costs High Low
Number of Suppliers High Low
Ability to substitute High Low
Threats of Substitute Product
Factors TATA Motors Advantages Substitute Threats
Availability Cars are available in all ranges High
Performance High High
Buyers willingness High High
Quality of Substitute High Quality High
Competitive Rivalry
Factors TATA Motors Advantages Competitive Rivalry
Brand Image High High
Switching Cost Low High
Differentiation High High
Industry Concentration High High