TATA ACE – A LEADING BRAND IN MULTY –

UTILITY VEHICLE

Mr.Jaydeep Anvikar
Mr.Jivan Rajurkar
Mr.Jasmin kotak
Mr.Jaylal Palhate
Mr.Jay Patil
 CONTENTS

INTRODUCTION
OBJECTIVE OF STUDY
METHODOLOGY USE
INTERPRETATION OF THE DATA/ INFORMATION
SUGGESTION
CONCLUSION
EXECUTIVE MEMBER’S
 INTRODUCTION

 Six years after the liberalization of Indian

economy, the market place has become
extremely competitive. Every segment of
market in every product category is flushed
with a variety of brands from old players who
enjoyed monopoly for long time
 Rural area economy
 Transport idea
OBJECTIVE OF STUDY

 The leading brand in Multi Utility Vehicle”

 Market analysis
 A rural market survey
 Customer Study
METHODOLOGY USE

 4Ps of TATA ACE

PRODUCT
PRICE
PLACE
PROMOTION
Analysis of Micro and Macro Environment

Analysis of Micro and Macro Environment

 Micro Environment : they have a direct impact on business

(change more Quickly) eg: Tastes and Preferences of
Customers.
 Customers : Remote as well as country side customers mainly.

Competitors: Mahindra , Eichier, Bajaj

 Employees: Satisfied employees efficient work,

 Suppliers : Raw Material Providers
 Company: State of Art as well as largest Utility MUV
manufacturer in India
Macro Environment:

Macro Environment: Has an Indirect and Long term Impact on Business.

It is also known as SLEPT analysis.

 SOCIO CULTURAL ENVIRONMENT: People need a strong Builded Vehicle, as

they think that India has not so good roads to DRIVE ON.
 LEGAL ENVIRONMENT : law and regulations of a country,
Favorable for vehicle Industry {SEZ}.
 ECONOMIC ENVIRONMENT : Phase of Economic Cycle
Inflation and Purchasing power of People.

 POLITICAL ENVIRONMENT : From last 15 years we are having a democratic

alliance
Into power, and they have favoured Industrial Growth.
 TECHNOLOGICAL ENVIRONMENT:Now Country India has a holding hand in
technological progress.
 TATA ACE SWOT ANALYSIS

Tata Motors Limited, formerly known as TELCO (TATA Engineering and

Locomotive Company), is India's largest passenger automobile and commercial
vehicle manufacturing company. It is also the world's 5th largest commercial vehicle
manufacturer.

Strengths
Tata Motors is the largest truck manufacturer and second largest passenger vehicle
manufacturer of India. In addition, the company is the fifth largest truck manufacturer
in the world. Tata Motors produces a diversified range of vehicles catering to a wide
range of customers and is witnessing a constant growth in its sales.

Weaknesses
While many of its competitors have aggressively expanded into overseas markets,
Tata Motors has ventured into foreign countries only in the recent past. In addition,
the company is dependent on the Indian market, as nearly 83% of its sales were
generated from India in FY 2005/06.
SWOT
Opportunities

In July 2006, Tata Motors made an industrial partnership agreement with fiat to share
the Indian facilities to manufacture vehicles, engines and transmissions for both
Indian as well as overseas markets. In August 2006, Tata Motors announced that the
company would venture into the Russian market by introducing commercial vehicles
and buses. Two months later, Tata Motors announced the launch of its passenger
vehicles in Ghana,

Threats
As Tata is a late entrant to the global market, stiff competition might put pressure on
the company's expansion plans. In addition, the foray of top global manufacturers into India
and other neighbouring countries has increased competitive pressures. Other factors
such as rising fuel and raw material costs, stringent emission norms and the related of
compliance can affect the company's performance, going forward
DATA COLLECTION :

 PRIMARY SOURCES:
Primary Data is one, which is collected directly by the researcher, for this purpose
various.Tools were undertaken during the survey. Broadly we can classify them
into INTERVIEW METHOD & OBSERVATION METHOD.

INTERVIEW METHOD:
For the collection of data from the Individual customers, interview scheduling is very
useful tool. Research’s main aim of using this tool is to find out the customer’s
satisfaction in respect of various segments, although Information regarding
vehicle’s mileage, engine power loading capacity, braking & suspension system
& overall performance were also collected with this tool.

OBSERVATION METHOD
Observation is the oldest method used by the researcher in investigation or in any
kind of field Training. Through this method the observer directly or indirectly
observes the condition and records the events. The advantage of this method is
that it cross checks the data and information, supplements and validates the
data through interview scheduling.
SECONDARY DATA

SECONDARY DATA
Secondary data is also of much significance in the research,
secondary data are those data which was recorded earlier by the
researcher or other researcher’s for further use.
The source of secondary data or the secondary data could be
taken out from –
Publications (directories/trade journals/ news paper etc.)
Invoices for vehicle.
Bills raised for customers.
All customer’s who bought from us in the last 4 years – a one time
list compilation
FEATUTRES
 Versatility

 Saving

 Style

 Performance

 Comfort

 Safty
Interpretation of the data/ information collected

Why do you prefer TATA ACE?

a) Sturdy b) Economical c) Load Carrier

According to survey it was found that 65% of consumers prefer ACE because of
its STURDYNESS

sturdy
econom ical
load carrier
Slice 4
Why did you prefer TATA?

a) Good quality b) maintenances free c) Brand Name.

Good Quality: According to survey it was seen that 75% of customers

prefer TATA for its Qaulity.
Free Maintenance: According to survey it was seen that 20% of
customers prefer TATA for its maintenance free life.
Brand Name: According to survey only 5% of customers believe on
Brand Name.
Suggestions for improvement

 Some suggestions regarding different segment’s are

 The Staff members should behave Equal & Good, before & After selling of
Vehicle.

 The customer complaints regarding any segment should not be Ignored &
should be given full attention.

 As the tyre performance is poor, they should be replaced with the new one i.e.
Radial tyre should be replaced with the normal or sporty grip (MRF) tyres.

 Engine cooling system should be improved so that Driving become comfortable

.

 Servicing center should deliver the vehicle in given Time Limit.

CONCLUSIONS
From the project it is concluded that:
1) Rural economy is a dominant factor of Indian Economy
2) Customer purchasing ACE are mainly from rural & Semi-urban
area.
3) It is seen that rural customers mainly buy ACE for Transporting
purpose.
4) The roads in urban areas are of good quality as a result the
customers
are not worried about the sturdyness of vehicle.
5) But the roads in rural area are generally of not good quality so the
customers are aware of sturdyness of the vehicle.
6) Generally the customers buy the vehicle through Bank Loans.
7) Mainly the vehicle is used for Transporting, load carrying and to move
goods weighying less than 2ton.
8) The vehicle is designed in such a way that it can be modified
in a passenger vehicle.
9) The traders, farmers, transporters, movers use this vehicle for
transporting
10) The vehicle is economical & gives good milage.
11) As compared to other competitors vehicle, ACE is Economical,
Sturdy,Load Carrier & has good shape.
12) It is concluded that inspite of heavy carrying capacity ACE has
good pick-up.
13) ACE has low maintenance.
14) The income group of the customers is above 1.5lakhs.
15) Private, Nationalised as well as co-operative banks give loan to
Customers.
 what occasion you are buying a Vehicle?
a) Festival b) starting of transport season

 .

festival

starting of transport
season

According to survey it is seen that 65% of customers buy the

vehicle on Festivals.
According to survey it is seen that 35% of customers buy the
vehicle on Starting of Season
EXECUTIVE MEMBER’S

V. Mehta : Additional Director, Chairman of Audit Committee and Member of

Remuneration Committee
S. Palia
Director, Chairman of Ethics & Compliance Committee, Member of Audit
Committee, Member of Nominations Committee and Member of Investor
Grievance Committee
Raghunath Mashelkar F.R.S: Non-Executive Independent Director and Member of
Audit Committee
Ratan Tata : Chairman of the Board, Chairman of Executive Committee, Member of
Nominations Committee and Member of Remuneration Committee
R. Gopalakrishnan :
Director, Member of Executive Committee, Member of Investor Grievance
Committee and Member of Ethics & Compliance Committee
Ravi Kant : Chief Executive Officer, Managing Director, Executive Director of
Commercial Vehicle Business Unit, Wholetime Director, Member of Executive
Committee and Member of Investor Grievance Committee
THANK YOU……