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A Project Report Submitted by
HRD - 1108308 in partial fulfillment for the award of the degree of
POST GRADUATE DIPLOMA IN MANAGEMENT
BALAJI INSTITUTE OF MANAGEMENT & HUMAN RESOURCE DEVELOPMENT
PUNE, INDIA AUGUST, 2012
PROJECT TITLE : Sales and Promotion of Winger Ambulance 3 .
This is place to express my gratitude towards them who have directly and Indirectly helped me and made my work enjoyable. 4 . Manvesh Jain (Sales Manager) who very kindly helped me in providing necessary information and guidance from time to time. Amit Chauhan (Area Sales Manager) who has given me the opportunity to work with Tata Motors as project trainee.ACKNOWLEDGEMENT I hereby take the opportunity to express my gratitude towards those who have made great contribution in completion of this project work. Hemender Singh for his kind help. I will take the opportunity to convey my thankfulness to my Director Dr. Mr. I feel immense pleasure to thanks Mr. Lastly. I would like to thank the almighty and my parents for their moral support and my friends with whom I shared my day-to-day experience and received lots of suggestions that improved my quality of work.
No.CONTENTS Sr. 1 2 Contents Pg. No. 6 Executive Summary Introduction Objective: Primary and Secondary Research Methodology Sample Size Sampling Techniques Limitations to the study 7 8 8 9 9 3 4 5 6 7 8 9 Indian Automobile Industry Company and Product Profile Analysis and Interpretation Questionnaire survey Conclusions Recommendations Bibliography Annexure: Questionnaire 10-15 16-24 25-34 35-36 37 38 39-41 5 .
And I came to the conclusion that Maruti Omni and Force Motors are the main competitors in the state of Maharashtra. I collected information of the competitors from internet and studied them. I had also visited hospitals and met with Management team. They help me in finding the concerned person and I had shared Brochure and Quotation of Winger Ambulance with them. They said there will be requirement of ambulance in future. I received brochures from the office through which I came to know about specification and features of Winger Ambulance. Further I collected information about various Hospitals in Nagpur through internet and I made record of important Hospitals with Contact Numbers. Then I started Tele-calling and made proper follow up. so I had given all the details to company for making proper follow up with them. I gave presentation on Winger Ambulance mentioning its features and benefits. I have done comparative analysis of Winger Ambulance with its main competitors. I also collected the details and contact number of Consultant who gave me the information about opening of new hospitals in Nagpur.EXECUTIVE SUMMARY The project is based on marketing of Winger Ambulance in Nagpur Region. At the same time I also gathered information regarding the competitors of Winger Ambulance in this segment. 6 .
India's robust economic growth led to the further expansion of its domestic automobile market which attracted significant India-specific investment by multinational automobile manufacturers. Japanese manufacturers entered the Indian market ultimately leading to the establishment of Maruti Udyog. However. the automotive industry started to grow. By 2050. Cars were still a major luxury. South Korea and Thailand in the year 2009. monthly sales of passenger cars in India exceeded 100.6 million units in 2009. the growth was relatively slow in the 1950s and 1960s due to nationalization and the license raj which hampered the Indian private sector. A number of foreign firms initiated joint ventures 7 .THE INDIAN AUTOMOBILE INDUSTRY Indian automobile industry is the seventh largest in the world with an annual production of over 2. behind Japan. in 1947. the Indian automotive industry has demonstrated sustained growth as a result of increased competitiveness and relaxed restrictions. Maruti Suzuki and Mahindra and Mahindra.000 units. but the growth was mainly driven by tractors. Following the independence. the country is expected to top the world in car volumes with approximately 611 million vehicles on the nation's roads. In February 2010. Following economic liberalization in India in 1991. expanded their domestic and international operations. Embryonic automotive industry emerged in India in the 1940s. Several Indian automobile manufacturers such as Tata Motors. commercial vehicles and scooters. the Government of India and the private sector launched efforts to create an automotive component manufacturing industry to supply to the automobile industry. After 1970. India emerged as Asia's fourth largest exporter of automobiles.
automotive component and automobile manufacturing growth has accelerated to meet domestic and export demands. a number of Japanese manufacturers launched joint-ventures for building motorcycles and light commercial-vehicles. buses. trucks. the Indian automotive industry has shown an outstanding resilience after the last down cycle about a decade back. With its new found confidence. In the 1980s. fourth in the production of commercial vehicles and ninth in the production of passenger vehicles. In the last decade their 8 . the Indian automotive industry has grown at a healthy rate by reducing costs and improving efficiency. two-wheelers and threewheelers. Since then. is vital to the growth of the Indian economy. With a production of more than 11 million vehicles inFY08-09.with Indian companies. The Indian automotive market with a healthy growth rate of 14% in the last7 years (as on FY08-09) was a source of attraction to many foreign automobile companies whose entry in the Indian market not only increased competition. Today. a number of Indian and multi-national car companies launched operations. This forced the Indian companies to introduce new and interesting products and innovation has now become a notable feature of the Indian automobile industry. It was at this time that the Indian government chose Suzuki for its joint-venture to manufacture small cars. but also raised customer expectations about product quality and reliability. The automobile industry consisting of cars. second in the production of two wheelers. In the last few years. Following the economic liberalization in 1991 and the gradual weakening of the license raj. it has gone beyond the shores of India and is creating a noteworthy foot printing different geographies in the world. the Indian automobile industry is ranked first in the world in the production of three wheelers.
Indian auto industry focused on servicing. plastics . Before Independence Before independence India was seen as a market for imported vehicles.Since transportation is the nerve center of every other industry. drivers. while road transport accounted for the balance. The slow growth of railway infrastructure has been partly due to administrative reasons. After Independence Till the 1950s the Indian Railways played a pivotal role in meeting India's transportation needs. which would include salespeople. cleaner sand servicing staff. Manufacturing started only after a decade from independence. the wellbeing of the automobile industry is a good indicator of the health of the economy. dealership. The Indian automobile industry faced several challenges and road blocks to growth 9 . Surface transport accounts for 65% of freight movement and 80% of passenger movements. mechanics. Economic progress is indicated by the amount of goods and services produced which give the impetus for transportation and boost the sale of vehicles. Increase in automobile production has a catalyst effect by indirectly increasing the demand for a number of raw materials like steel. The assembling of cars manufactured by General Motors and other leading brands was the order of the day. But in the current context the dynamics have changed. The railways used to carry 90 per cent of the total freight. Economic studies have shown that every truck manufactured creates anywhere between eight to twelve jobs and a bus would create round seven. partly due to difficulty in acquiring land and partly due to high capital cost involved for every additional railway line.share in the Indian economy is around 5% of GDP. rubber. financing and maintenance of vehicles.
It was difficult to import scientific knowhow and vital spare parts and cumbersome to recruit foreign technical experts. This production was also confined to three main manufacturers Hindustan Motors. The pricing was kept under control by the government. hit the market.since independence. long gestation. Here was the contradiction. it was they who developed the skill set required for future expansion in the industry. The Morris Oxford popular in the 1950s. New models like Contessa.000 a year for nearly three decades. yet it came under the purview of protection of a socialist regime. The total production of passenger cars was limited to 40. The earlier automobiles were a domestic version of prominent International Brands. Manufacturing capability was restricted by the rule of license and could not be increased. became the Ambassador . Premier Automobiles and Standard Motors. 10 . a passenger car was thought to be a premium product only for the rich. Initiatives like joint ventures for light commercial vehicles did not succeed. By 1960s nearly 98% of the product was developed indigenously. significant changes in the automobile industry were witnessed. the Rover and the Premier 118NE. But to the credit of these workers. Initially labor was unskilled and had to go through a process of learning through trial and error. There was no homegrown expertise or research & development initiative.the Fiat 1100 became the Premier Padmini. Socialistic Pattern Of Growth India by and large followed a socialist system till the later part of 1980s.Thegovernment focused on development through heavy. By the end of 1970s.
R. employing more than three million people. The Pioneering Achievements Mr. This phenomenon can be compared to the business collaboration in the outsourcing industry The Future The Indian automobile industry is expected to grow to US$ 40 billion by 2015 from the current level of US$ 7 billion in 2008. Mr. Tata pioneered the indigenization of scientific knowledge for trucks in collaboration with Mercedes Benz . but as sharing of best practices. The Tata group set up a high standard Engineering Research Centre (ERC) in 1965 to facilitate technological advancement. From being an importer of automobiles to a manufacturer.D Tata's role in the development of the Indian automobile industry has to be mentioned.capital intensive projects like steel manufacturing. 11 . From having minimum foreign collaborations to joint ventures. Stability In The Market The Indian automobile industry has come a long way since independence. This attribute cannot be considered as a weakness. It was also known as the people’s car. J. As a result the country missed a golden opportunity to accelerate to a faster growth trajectory by atleast 2 decades. By the year2016 the industry is expected to contribute 10% of the nation’s GDP.The launch of Maruti 800 in 1983 changed the dynamics of the passenger car sector in India. The industry manufacturers over 11 million vehicles a year. The quality of the finished good and customer feedback were not given much priority.
Recently Ratan Tata. The Chinese automobile industry has been able to give stiff completion to India in terms of productivity. India’s strength in software sector. cost of manufacturing and technology.The greatest challenge and competition would be from the Chinese automobile industry. Chairman (Tata Motors) created history by launching the world's cheapest car NANO. It heralded the coming to age of the Indian Automobile Industry. On the positive side. but market experts believe it is only a short term phenomenon and are confident of the industry bouncing back. The cars pricing is around one lakh. 12 . gaining instant recognition in the automobile industry across the globe. reduced margins put additional pressure on the industry. Again the present trend of excess manufacturing capability. combined with skilled labor and low cost of manufacturing should place it in a favorable position globally. The global recession has had a dampener effect on the growth of the industry.
5 million Tata vehicles ply on Indian roads. Pune (Maharashtra). best in the products we deliver. Pantnagar (Uttarakhand). and best in our value system and ethics. Lucknow (Uttar Pradesh). the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004). Tata Motors' presence indeed cuts across the length and breadth of India. 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. services and spare parts network comprises over 3. since the first rolled out in 1954. The Tata Motors Group’s over 55. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand). It is the leader in commercial vehicles in each segment. Sanand (Gujarat) and Dharwad (Karnataka).654 crores (USD 32.5 billion) in 2011-12.500 touch points. Following a strategic alliance with Fiat in 2005. The company's dealership. Tata Motors. with consolidated revenues of INR 1. It is the world's fourth largest truck and bus manufacturer. has also emerged as an international 13 .'' Established in 1945. sales. 65. Over 7. midsize car and utility vehicle segments.COMPANY AND PRODUCT PROFILE Company Profile: Tata Motors Limited is India's largest automobile company. and among the top three in passenger vehicles with winning products in the compact.000 employees are guided by the vision to be ''best in the manner in which we operate.
The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck. In 2005. In 2006. Through subsidiaries and associate companies. South Korea. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market. Tata Motors formed a joint venture with the Brazil-based Marcopolo. In 2006. Spain and South Africa. Among them is Jaguar Land Rover.automobile company. a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. Castle Bromwich & Halewood) in the UK. Thailand. while also exporting these products to several international markets. Tata Motors has operations in the UK. Tata Motors acquired the Daewoo Commercial Vehicles Company. Tata Motors acquired a 21% stake in Hispano Carrocera. South Korea's second largest truck maker. Hispano's presence is being expanded in other markets. a business comprising the two iconic British brands that was acquired in 2008. and subsequently the remaining stake in 2009. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. and the ability to translate 14 . JLR supports two state of the art engineering and design facilities and three manufacturing plants (Solihull. with the Xenon having been launched in Thailand in 2008. 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. In 2004. The foundation of the company's growth over the last 66 years is a deep understanding of economic stimuli and customer needs. a reputed Spanish bus and coach manufacturer.
India's first fully indigenous passenger car. which developed the first indigenously developed Light Commercial Vehicle. the Tata Nano. Tata Motors created a new segment by launching the Tata Ace. The Tata Aria redefines several benchmarks with its design and technologies. Lucknow. in India in March 2009. by unveiling its new range of world standard trucks called Prima. Jamshedpur. It was Tata Motors. the company's Engineering Research Centre. the Nano brings the comfort and safety of a car within the reach of thousands of families. In May 2009. and the UK. The Tata Nano has been subsequently launched. has enabled pioneering technologies and products. India's first Sports Utility Vehicle and. and in South Korea. operating economy and trims. the Tata Indica. which signifies a first for the global automobile industry.500 engineers and scientists. A development. which India and the world have been looking forward to. Tata Motors unveiled its People's Car. 15 . Tata Motors launched the Tata Aria. speed. In October 2010. in keeping with its pioneering tradition. Spain. In January 2008. In 2005. Tata Indica became India's largest selling car in its segment. Within two years of launch. India's first indigenously developed mini-truck. established in 1966. With over 4. In their power. The company today has R&D centres in Pune.them into customer-desired offerings through leading edge R&D. as planned. carrying capacity. Tata Motors ushered in a new era in the Indian automobile industry. they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. Dharwad in India. offering class leading features that take comfort and safety to a new height. in 1998. the first Indian four-wheel drive crossover.
The activities touch the lives of more than a million citizens. health and environment. conserving water and creating new water bodies and. significantly enhancing resource conservation. by introducing appropriate technologies in our vehicles and operations for constantly enhancing environment care. our intervention is in both preventive and curative health care. The goal of environment protection is achieved through tree plantation. Through its subsidiaries. automotive vehicle components manufacturing and supply chain activities. machine tools and factory automation solutions. Tata Motors today is etching a refulgent future. They range from schools to technical education institutes to actual facilitation of income generation. 16 . The company's support on education and employability is focused on youth and women. the company is engaged in engineering and automotive solutions. construction equipment manufacturing. In health. education. It has also been implementing several environment-friendly technologies in manufacturing processes. It has developed electric and hybrid vehicles both for personal and public transportation. With the foundation of its rich heritage.Tata Motors is equally focussed on environment-friendly technologies in emissions and alternative fuels. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas employability. and automotive retailing and service operations. high-precision tooling and plastic and electronic components for automotive and computer applications. last but not the least.
Hyundai. Today. The two wheelers have undergone significant transformation resulting in categories like scooters. Three wheelers are quite economical in terms of manufacturing and maintenance. Thailand Sri Lanka. the major auto giants like Tata. Maruti. as part of a broader move to liberalize its economy. Today. size design and forms and also have evolved into so many forms with light and heavy commercial vehicles. mopeds and motorcycles. Mitsubishi etc have come up with most sophisticated vehicle that a human mind could have hardly imagined just a few years ago. consumer vehicles and two wheelers are also been sold in large numbers. almost all of the major global companies are present in India producing two-wheelers and passenger cars in almost all segments . However it is the three wheeler segment of the 17 . the auto sector in India had been a relatively protected industry limiting the entry of foreign companies with high tariffs against imports. India has opened up the sector to Foreign Direct Investments. Nepal. General Motors. Pakistan. We can see innumerable three wheelers running on the roads of various Southeast Asian countries like India. The two and four wheelers are quite a hit all around the world. and since then has also progressively relaxed trade barriers. Bangladesh etc. There are a number of reasons that have resulted into the proliferation of three wheelers in umpteen countries. It is not only the cars. Philippines.COMPETITORS OVERVIEW Until a decade ago.Over the years the world has been witnessing tremendous development in the sector of automobile industry. the four wheelers also have come up with different shape. but the three wheeler market is also quite big in the south east nations. They have also earned huge popularity due to their easy maneuvering capabilities through the narrow lanes that are prevalent in most of the developing countries. With their advanced engineering techniques.
No wonder. The Minidor family comprises a host of customized three wheelers. The name change has been effected from 21stFebruary. The Alfa three wheeler carriages of the Mahindra & Mahindra has a wide and tall cabin. as against them. unique designed chassis and hydraulic shock absorbers. heavy duty gear box. The leading three wheeler manufactures in India are Bajaj Auto. This three wheeler has different body forms and matches the specifications of various countries wherever it is produced. the Italy base Piaggio and Force Minidor.automobile that has lagged behind.Mahindra & Mahindra has got the Champion range of three wheelers.manufacture and development of its comprehensive range of automobile components. the three wheeler manufacturers are more into the passenger three wheelers. There are Champion pick up and Champion delivery vans while the Champion Passenger carriers is mostly seen in the western parts of the country. While Bajaj Auto is one of the leading name in the Indian two wheeler segment and Mahindra & Mahindra is known more for its jeeps like Bolero and Scorpio . Three wheelers from Force Motors Limited come as the Minidor family. 18 .In the three wheeler segment. 2006. Since the former does have a very limited capacity to carry goods and is not preferred by many. the classification is broadly in terms of cargo and passenger vehicles. One comes across only three leading three wheeler manufacturers. which was earlier known as Bajaj Tempo Limited. the number of popular three wheeler manufacturers is quite limited and in India. The company possesses expertise in the design . RE Diesel and RE Diesel Mega while its existing cargo is called GC1000. vehicles and aggregates. The Italian auto major Piaggio manufactures Ape 50 in association with Bajaj Auto at Pune with 150cc engine. Force Motors Limited is an automobile company. Mahindra & Mahindra. These vehicles are beautifully engineered. LPG.
spot lamps and a great music system. Passengers get the added comfort in the new Tata Motors Winger as the interior has been greatly furnished with bottle holders and all front facing seats. Besides. grab handles. 19 . The Winger of Tata Motors is designed to provide some great benefits to its customers in the form of spaciousness of a bus. The Winger from Tata Motors has a seating capacity of around 9 to 13 passengers along with some generous saloon space. The car has enough wide luggage and legroom space. Recently Tata Motors announced the launch of the luxury variant of India’s one and only Maxi Van. all seats have magazine pockets. Tata Motors Winger gained a good amount of response after the Winger range was previously launched by the company in all the four regions of the country. the one lakh rupee car. the Winger. comforts of a car and with the great ease of meeting to the long distance transportation needs of a common man.Product Profile: Winger Ambulance Tata Motors has met one more pioneering approach in the commercial vehicle segment after its worldwide publicity gained from its Nano.
demister compartment ventilation fan and fog lamps. school van. Customers have also liked the reclining back rest which comes with individual arm rests along with a high roof AC having roof mounted vents. seat belt for each and every seat. the luxury variant comes with two attractive colors Arctic Silver and Pearl White. The car also gets backed with a warranty of 18month/1. The new monocoque design minimizes NVH in the Winger. 20 . full fabric seats that are bucket type and come fitted with adjustable head restraints making it user comfortable. Although the Range of the Winger starts at 4.5 lakh km. In all. Besides. All these features ensure that the Winger provides complete safety to its customers.75 lakhs. The Winger can be also used for intra-city needs along with its adaptation for hotel and airport transfers. staff vehicles. child lock.6. the luxury variant is priced aptly at Rs. The versatility of the Winger lies in the fact that it can be allowed to deploy for long distance transportations in regions of different terrains in all types of weathers. There are really a lot of reasons that makes the Winger a customer favorite these days. the Winger has a total of eleven variants which are broadly classified into three levels of comfort namely standard.The Winger from Tata Motors also have a fully enclosed body along with a uniquely placed fuel tank. All the three classified variants of the Tata Motors Winger meet the BS-III emission norms. The two tone plush light brown interiors. There are some other robust features in the Winger which includes a rugged suspension that gives the customer advantage of having comfort in riding and great load carrying capacity.70 lakhs. The new car is also powered by a 2 liter diesel engine. deluxe and luxury. As of now. ambulance and tourist usage among others. the tires of the car are backed by excellent braking and traction system which gives the Winger an extra edge over other cars in sharp edges and turns.
The SWOT Analysis of Tata winger is as shown in the figure: 21 . As such. it is instrumental in strategy formulation and selection. Environmental factors internal to the firm usually can be classified as strengths (S) or weaknesses (W). and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred to as swot analysis .SWOT ANALYSIS A scan of the internal and external environment is an important part of the strategic planning process.The SWOT analysis provides information that is helpful in matching the firm's resources and capabilities to the competitive environment in which It operates.
22 . 3. 2.The threat of substitute products-As we know the Indian customers choices range from mileage. pick-up. 4.The threat of the entry of new competitors-New completion from the new entrant or from existing company is also highly potent force which a company must have to take care of for its market share and growth. power steering to various other things so substitute is very important aspect in this industry as other product available in the market may act as the substitute to the brands own existing product.The Five Forces: 1. 5.The distribution channel is very important in country like India where the demand is highly different with all across its dimension so. supply is very much required in the industry for a company.The bargaining power of suppliers.The intensity of competitive rivalry-The very effective way of putting competitor out of track is pitching new vibrant products in the market so a company must be aware of this tactics by its rival company so that it can cater the effect.The bargaining power of customers-Another important aspect for a car or auto company where they have to manage the pricing control of their product to spurt the sales in the market.
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