S.A.V.

ACHARYA INSTITUTE OF MANAGEMENT STUDIES

SHELU, KARJAT RAIGAD- 410101

2013-15

A STUDY ON
“CONSUMER PERCEPTION AND FUTURE POTENTIAL
FOR TATA’S CAR”

SUBMITTED BY: AQUEEB ANSAR NAJE

CLASS: MMS FOURTH SEMESTER

ROLL NUMBER: 22

SUBMITTED TO: PROF. SHIVABASPPA H.G

 DECLARATION

I, AQUEEB ANSAR NAJE hereby declare that this report titled Consumer
perception and future potential for TATA’S CAR in the partial fulfillment of the
requirement of the award for Master in Management Studies to The College
“S.A.V. Acharya Institute of Management Studies” is my original work and not
submitted for award of any degree or diploma fellowship or for similar title or
prizes.

I further certify that I have no objection and grant the right to S.A.V. Acharya
Institute of Management Studies, to publish any chapter / report if they deem fit in
Journals / Magazines and newspapers etc. without my permission.

Place: Shelu Name: AQUEEB ANSAR NAJE

Date: Class: MMS, Sem-IV

Roll No: 22
 CERTIFICATE

This is to certify that the dissertation submission in partial fulfillment for the award
of Master of Management Studies of S. A. V. Acharya Institute of Management
Studies is a result of the bonafide research work carried out by AQUEEB ANSAR
NAJE under the supervision and guidance of Prof. Dr.Satyanarayan (Director).
No part of this report has been submitted for award of any other similar titles or
prizes. The work has also not been published in any Journals/Magazines.

______________________ _______________________

PROF. Shivbasppa H.G

(Prof.Dr.Satyanarayan )

Director
ACKNOWLEDGEMENT

I would like to give special acknowledgement to Prof. Dr.Satyanarayan Director of

S.A.V. Acharya Institute of Management Studies for his consistent support and
motivation.

I am grateful to PROF. Shivabasppa H.G, my project guide, S.A.V. Acharya

Institute Of Management Studies for their technical expertise, advice and excellent
guidance. They not only gave my report a scrupulous critical reading, but added
many examples and ideas to improve it.

I am indebted to my other faculty members who gave time and again reviewed
portions of this report and provide many valuable comments.

I would like to express my appreciation towards my friends for their

encouragement and support throughout this report.

Date: Signature

AQUEEB ANSAR NAJE

CONTENT OF TABLE

Chapter 1 – Introduction

Overview of Industry as a whole

Profile of the Organization

Growth of the Organization

S.W.O.T Analysis of the Organization

Porter's five forces analysis

Chapter 2 - Objective & Methodology

Managerial usefulness of the study

Objectives

Limitation

Scope of the study

Research methodology

Chapter 3 – Conceptual Discussion (Theoretical backdrop & Literature Review)

Chapter 4 - Data Analysis

Chapter 5 - Findings and Recommendations

ANNEXURES: Include the following details in this section

BIBLIOGRAPHY
Chapter 1. INTRODUCTION

Overview of Indian Automobile Industry

The automotive industry in India grew at a computed annual growth rate (CAGR)
of 11.5 percent over the past five years, the Economic Survey 2008-09 tabled in
parliament on 2nd July’09 said.
The industry has a strong multiplier effect on the economy due to its deep forward
and backward linkages with several key segments of the economy, a finance
ministry statement said.
The automobile industry, which was plagued by the economic downturn amidst a
credit crisis, managed a growth of 0.7 percent in 2008-09 with passenger car sales
registering 1.31 percent growth while the commercial vehicles segment slumped
21.7 percent.
Indian automobile industry has come a long way to from the era of the
Ambassador car to Maruti 800 to latest TATA nano. The industry is highly
competitive with a number of global and Indian companies present today. It is
projected to be the third largest auto industry by 2030 and just behind to US &
China, according to a report. The industry is estimated to be a US$ 34 billion
industry.
Indian Automobile industry can be divided into three segments i.e. two wheeler,
three wheeler & four wheeler segment. The domestic two-wheeler market is
dominated by Indian as well as foreign players such as Hero Honda, Bajaj Auto,
Honda Motors, TVS Motors, and Suzuki etc. Maruti Udyog and Tata Motors are
the leading passenger car manufacturers in the country. And India is considered as
strategic market by Suzuki, Yamaha, etc. Commercial Vehicle market is catered by
players like Tata Motors, Ashok Leyland, Volvo, Force Motors, Eicher Motors etc.
The major players have not left any stone unturned to be global. Major of the
players have got into the merger activities with their foreign counterparts. Like
Maruti with Suzuki, Hero with Honda, Tata with Fiat, Mahindra with Renault,
Force Motors with Mann.

Key Facts:
• India ranks 12th in the list of the worlds top 15 automakers
• Entry of more international players
• Contributes 5% to the GDP
• Production of four wheelers in India has increased from 9.3 lakh units in 2002-03
to 23 lakh units in 2007-08
• Targeted to be of $ 145 Billion by 2016
• Exports increased from 84,000 units in 2002-03 to 280,000 units in 2007-08
COMPANY PROFILE

TATA MOTORS LIMITED

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.100, 000 (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.
 HISTORY OF TATA MOTORS

The Company was incorporated on 1st September 1945 at Mumbai to manufacture

diesel vehicles for commercial use, excavators, industrial shunter, dumpers, heavy
forgings and machine tools. The commercial diesel vehicles which were known
`Tata Mercedes Benz' (TMB) is now called `Tata' vehicles after the expiry of the
collaboration agreement with Daimler-Benz AG, West Germany.
In 1960 the company's name, which was Tata Locomotive & Engineering
Company Ltd. was changed to Tata Engineering & Locomotive Company Ltd. In
the year 1987 the company undertook to set up a new forge shop, a high output
foundry line, a new paint shop as well as augmentation of engine and gearbox
manufacturing facilities, all at Jamshedpur

In 1991 during the year the company entered into a collaborative agreement with
an internationally renowned engine research and development organization to
jointly develop higher horsepower, fuel efficient diesel and petrol engines to meet
the future requirements of the company. The last quarter saw the company
launching two new passenger vehicles, the SIERRA and the ESTATE totally
designed and manufactured in India. The company acquired a BIFR company, M/s
Noduron Founders Maharashtra Ltd. The total cost for Telco worked out to Rs.18
crores as against setting up of similar critical castings foundry. During the year
company launched new earth moving equipment TWK-3036 Tata Front End
Wheel Loader. Two new models in the EX series of hydraulic excavators were
launched. A 10 tonne pick and carry articulated crane, designed and developed in-
house was also introduced. During the year company entered into an agreement
with Nachi-Fujikoshi Corporation, Japan to manufacture arc and spot welding
robots suitable for automobile manufacturing applications. During the year,
company undertook to set up a joint venture with Asian Glass Co. Ltd., Japan to
manufacture float glass to be used as wind shields for automobiles. ACC along
with Tata Exports Ltd. participated in the joint venture. The joint venture named as
Floathlass India Ltd., the Company would have a stake of 16.33%. Tata Cummins
Ltd., Mercedes-Benz (India) Ltd., Tata Holset Ltd., Tata Precision Industries,
Singapore and Nita Company Ltd., are the joint Ventures of the
Company

Taking advantage of the broad banding policy announced by the Government of

India, the Company entered into a collaboration agreement with Honda Motor Co.
Ltd., Japan, for the manufacture of their `ACCORD' model of cars in India. On
22nd April, an agreement was entered into between Daimler-Benz AG and
Mercedes Benz AG, Germany to setup a joint venture company Mercedez-Benz
India to manufacture `E' class paneyer cans and engines in India.

During the year 1995 a new double pick-up and Army Version of various Telco
Vehicles were developed. A new petro engine and turbo diesel engine, an up-
graded 709 LCV, new sports utility vehicle Safari expected to be launched shortly.
A 25 tonne 6 X 2 truck and a bus with cummins engine were launched.

Tata Engineering and Locomotive Company (TELCO), has acquired a second hand
paint shop, machine line and cylinders from the Australian unit of the Japanese
auto giant, Nissan. TELCO is believed to have picked up the unit for Rs. 70 crore.
The total cost of import duty would be Rs 100 crore. During the year a machine
tool division was expanded so as to double its machine building capacity and
significantly reduce production times.
The Company has launched "TATA SAFARI" in its Multi utility vehicle segment.
Tata Holset's turbo charger plant inaugurated on November 25, 1996.

In 1997, the Tata Engineering and Locomotive Company Ltd. (TELCO) have
emerged as numerous uno in the Review 200 survey conducted by the Far Eastern
Economic Review in association with Citi Bank. The Company introduced a 9-
tonne vehicle which was well received in the market. A 40 tonne tractor trailer
powered by a Tata Cummins Engineering was introduced. The Company
developed a low floor bus chassis to meet the specific needs of urban transport.
The Company signed a new agreement with Hitachi for manufacture of upgraded
versions of existing range of excavators.

The year 1998- Tata Engineering and Locomotive Company Ltd (Telco)
announced a tie-up with Tata Finance Ltd and ANZ Grindlays Banks as the official
financiers for its small car "Indica" to be launched in December. Tata Engineering
Locomotive Company Ltd (Telco) sold its construction equipment business into a
new subsidiary company, Telco Construction Equipment Company Ltd. The
Company in its small car segment has launched "Tata Indica" which evoked an
overwhelming response in the Indian market. A new range of cummins engine
powered vehicle which include a 35 tonne and a 40 tonne articulated truck and two
variants of buses.

To make substantial improvement in the quality of bus bodies available with

TATA vehicles, the Company encouraged collaboration between Fuji Heavy
Industries of Japan and the Automobile Corporation of Goa. The new project
undertakes production of bodies on TATA chassis, conforming to the most
exacting international standards. Concorde Motors Ltd., a Joint Venture between
Tata Engineering and Jardine International Motors (Mauritius) Ltd. was appointed
as dealer for the Company's passenger cars in several cities across the country, in
Feb 1998.

The year 1999-Telco became the first Indian manufacturer to offer commercial
vehicles meeting euro-I emission norms, a year before they are due to be
introduced in the country. It is proposed to make TCECL a one-stop shop for
construction equipment and earthmoving machinery. In Oct 1999, the Company
won the National award for R&D Efforts in Development of Indigenous
Technology in the Mechanical Engineering Industries Sector instituted by
Department of Scientific and Industrial Research, Ministry of Science and
Technology for the year 1999. SKF Bearings India Ltd has signed an agreement
with Telco to supply hub bearings for its latest model

Tata Indica.
2000 saw the Company working towards introducing two new petrol-driven
variants of its small car Indica, powered by a multi-point fuel injection engine. The
Company launched the Indica 2000, the Euro II Complaint, 75 BHP multi-point
fuel injection (MPFI) version of Indica. The Company has won the National
Technology Award for indigenous development and commercialization of the Tata
Indica car. The Company has launched its new hi-tech Indica 2000 car with MPFI
petro engine in Guwahati.

Tata Engineering & Locomotive Co. is renamed as Tata Engineering Ltd. It

replaced its three-shift production line with a one-shift daily schedule starting from
26th June. In the same year FICCI-SEDF- Business world-Compaq award for
social responsiveness was awarded to the company. The Central Pollution Control
Board for Environmental Technology award has been presented to Tata
Engineering in recognition of its contribution towards efforts to conserve the
environment. TATA Engineering on September 10 announced the addition of
MPFI petrol version to the Indica V2 range.

In year 2002 Foreign Institutional Investors (FII) hike stake in the company to
13.34% launches six new products in light, medium and heavy vehicles segments
on Jan 15 during Auto Expo. Announces financial restructuring. Displays its Tata
Sedan car at the Geneva Motor Show. Indica adjudged top selling B-segment car in
2002.Launches two new motorsport cars (The Zero and Double Zero Pace cars).
High Court Approves Tata Engineering's Financial Restructuring. Tata Engg,
BPCL tie up to market co-branded lubricants.Tata Steel's investment in Tata
Engineering has been hiked to Rs 117.98 crore over the last year. Telco names
Sedan as Tata Indigo.Unveils 'EX' series of medium and heavy commercial
vehicles. Indica sales cross two-lakh mark .Collaborates with Nippon-Arcelor for
technical knowhow on CR steel. Receives Teri's (The Energy and Resources
Institute) CoRE-BCSD (Corporate roundtable on development of strategies for
sustainable development and environment-business council for sustainable
development) corporate social responsibility (CSR) awards for '01-02. Unleashes
Safari's petrol version; priced at Rs 9.35 lakh.

The year 2003- Tata Unveils CityRover .Tata Motors Ltd signed a binding
Memorandum of Understanding (MoU) with Deawoo Commercial Vehicle
Company Ltd (DWCV), Korea for the acquisition of this company. It introduces
Tata SFC 407 EX Turbo Light Commercial Vehicle (LCV). The Company
changed from 'TELCO ' to 'TATAMOTORS' w.e.f December 24, 2003. In the
same year Tata Safari ranks No 1 in MUV/SUV segment.
2004:- The year of glory. Tata Motors launch an upgraded version Indica on
January 15, 2004, in a bid to shore up sales of the small car.

Auto Expo: Tata unveils new version of Indica. Tata Motors unveils Indica V2.
Tata Motors launches new Indica V2 in Kerala. Tata Motors introduces new
'Indicab' for tour operators. The much hyped Rs one lakh passenger car project of
Tata Motors was going ahead as planned. Tata Motors enters agreement with
Ukraine bus building firm. Tata Motors enters into agreement with Etalon. In a
move to consolidate its presence in the light commercial vehicles segment, Tata
Motors has launched a new variant of its 407 series with increased pay load
capacity called SFC 407EX. Tata Motors buys Daewoo truck unit for Rs 465 crore.
Tata Motors unveils Tata SFC 407 EX. Tata Motors inks agreement with Austrian,
French companies. Acquires Daewoo Commercial Vehicle Company Ltd
(DWCV), Korea. Tata Motors launches most anticipated new 6-tn truck in India.

Tata Motors, the country's largest commercial vehicles manufacturer unveiled the
new LPT 909EX Turbo Truck in Tamil Nadu. Tata Motors and Tata Africa
unveiled a range of passenger cars, utility vehicles, pick-ups, trucks and buses for
the South African market. Tata Motors has launched a face lifted version of its
multiutility vehicle, Tata Sumo. Tata motors rolls out Tata SFC 407EX BS II turbo
light commercial vehicle.

Tata Motors unveils Tata Safari DICOR in Kerala market on August 11, 2005.
Tata Motors rolls out 2 luxury variants of Indigo. Tata Motors unveiled new Indica
V2 Turbo with a price tag of Rs 4.10 lakh for DLG variant and Rs 4.31 lakh for
DLX. Tata Motors ropes in CVTech to make parts for its small car. Tata Daewoo
inks pact with Pakistan co.

Tata Motors has been presented the Golden Peacock Global Award for Corporate
Social Responsibility (CSR) in the Large Business category by the Institute of
Directors in 2007. Tata Motors buys Nissan facility in S. Africa. Tata Motors has
got a prestigious order from the Delhi Transport Corporation (DTC) for 500 non-
AC, CNG-propelled buses. Tata Motors Ltd has appointed Mr. P M Telang as
Executive Director (Commercial Vehicles).

Various Products of TATA Motors

[1] Passenger cars and utility vehicles

Tata Indigo SW

Tata Sierra

Tata Estate

Tata Sumo/ Spacio

Tata Safari

Tata Indica

Tata Indigo

Tata Indigo Marina

Tata Winger

Tata Nano

Tata Xenon XT

Tata Xover (2009)

[2] Concept vehicles

Tata Cliffrider

2000 Aria Roadster

2001 Aria Coupe

2002 Tata Indica

2002 Tata Indiva

2004 Tata Indigo Advent

2005 Tata Xover

2006 Tata Cliffrider

2007 Tata Elegante

2009 Tata Prim

[3] Commercial vehicles

Tata 1616 Starbus Tata Marcopolo Buses in the Delhi

BRT
Tata Star Bus in Nagpur, Maharashtra. Tata Low Floor Buses are also
used by administrations in Delhi, Mumbai, Pune, Udaipur and Indore

Tata Ace

Tata TL/ Telcoline /207 DI Pickup Truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1109 (Intermediate truck)

Tata 1510/1512 (Medium bus)

Tata 1610/1616 (Heavy bus)

Tata 1613/1615 (Medium truck)

Tata 2515/2516 (Medium truck)

Tata Starbus (Medium Bus)

Tata Globus (Low Floor Bus)

Tata Marcopolo Bus (Low Floor Bus)

Tata 3015 (Heavy truck)

Tata 3118 (Heavy truck) (8X2)

Tata 3516 (Heavy truck)

Tata 4923 (Ultra-Heavy truck) (6X4)

Tata Novus (Heavy truck designed by Tata Daewoo)

[4] Military vehicles

Tata LSV (Light Specialist Vehicle)

Tata 2 Stretcher Ambulance

Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2
versions

Tata LPTA 713 TC (4x4)

Tata LPT 709 E

Tata SD 1015 TC (4x4)

Tata LPTA 1615 TC (4x4)

Tata LPTA 1621 TC (6x6)

Tata LPTA 1615 T

Price List

Sl. MODEL Ex INSUR RERISTR ANTI EXT ON ROAD

N SHOWROOM ANCE ATION RUST .W PRICE
O. PRICE

INDICA (XTRA
PETROL )

1 GL 277941 9711 11200 2800 380 305452

0
2 GLE 304587 10364 12138 2800 380 333689
0
3 GLS 322629 10807 12678 2800 380 352714
0
4 XETA GLS 322628 10807 12216 2800 380 352251
SPORTY 0

INDICA DIESEL

1 DL 339071 10820 12695 2800 380 369186

0
2 DLE 361397 11757 13842 2800 380 393596
0
3 DLS 384046 12313 14521 2800 380 417480
 0
4 DICOR DLG 432331 13496 15970 2800 380 468397
0

INDIGO DIESEL

1 CS LE 427290 13373 15818 2800 380 463081

0
2 CS LS 455172 14057 16655 2800 380 492484
0
3 CS LX 478619 14631 17358 2800 380 517208
0
4 CS LS DICOR 489594 14901 17687 2800 380 528782
0
5 CS LX DICOR 508066 15353 18241 2800 380 548260
0
6 CS LX TDI LTD. 507307 15335 18219 2800 380 547461
EDI. 0
7 LS TC 530316 15899 18909 2800 380 571724
0
8 LX TC 569164 16852 20074 2800 380 612690
0
9 LS DICOR 549300 16365 19479 2800 380 591744
0
1 LX DICOR 611409 17887 21342 2800 380 657238
0 0
1 GLASSIC 644610 18701 22338 2800 380 692249
1 DICOR 0
1 GRAND DICOR 764647 21645 25939 2800 380 818831
2 0
1 INDIGO XL TDI 548954 16356 19468 2800 380 591378
3 0

INDIGO PETROL

GS GLE 389961 12458 14698 2800 380 423717

0
CS GLS 408404 12910 15252 2800 380 443166
0
CS GLX 426094 13344 15782 2800 380 461820
0
CS GLX LTD 454782 14055 16644 2800 380 492081
EDI 0
GLS 493257 14990 18271 2800 380 533118
0
GLX 527028 15818 18810 2800 380 568256
0
CLASSIC 0 0 0 0 0
GRAND 0 0 0 0 0

MARINA DIESEL
VS 500077 15158 17715 2800 380 0
0
LS 530316 16260 18690 2800 380 571866
0
LX 569164 17247 19875 2800 380 612886
0
LX DICOR 611409 18476 21350 2800 380 657835
0

MARINA PETROL

GLS 493257 15112 2800 380 532279

0
GLX 527028 15980 2800 380 567958
0

INDICA VISTA
(DIESAL)

TERRA TDI 395513 12594 14865 2800 380 429572

0
AQUA TDI 417487 13133 15524 2800 380 452744
0
TERRA 440992 13709 16229 2800 442 478155
QUDRAJET 5
VISTA AURA 550317 16389 19500 0 0 586206
Q. PLUS
VISTA AURA 518793 15616 18560 0 0 552969
Q. ABS
AQUA 463748 14268 16913 2800 472 502454
QUDRAJET 5
AQUA 466805 14342 17005 2800 472 505677
QUDRAJET(P. 5
W)
AURA 524506 15757 18735 2800 472 566523
QUDRAJET 5
LTD.
AURA 499436 15142 17983 2800 472 540086
QUDRAJET(P. 5
W)
AURA 46379 15067 15067 2800 472 84038
QUDRAJET 5

INDICA VISTA
(PETROL)

TERRA SAFARI 361640 11764 13850 2800 472 394779

5
VISTA AURA 466767 14341 17004 2800 472 505637
SAFARI 5
VISTA AURA 434462 13549 18034 2800 472 473570
SAFARI ABS 5
AURA SAFARI 387481 12397 14624 2800 472 422027
5
AQUA SAFARI 412050 12999 15361 2800 472 447935
5
AURA SAFARI 439537 13673 16186 2800 472 476921
P.W LTD 5

MANZA PETROL

AQUA SAFIRE 496109 15060 17883 2800 531852

AURA SAFIRE 530675 15908 18920 2800 568303
AURA ABS 555125 16507 19653 2800 594085
SAFIRE
AURA + 604587 17720 21137 2800 646244
SAFIRE

MANZA DIESAL

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QUADRAJET
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Growth of the organization

The Tata Motors Group global sales, comprising of Tata, Tata Daewoo and
Hispano Carrocera range of commercial vehicles, Tata passenger vehicles along
with distributed brands in India, and Jaguar and Land Rover, were 101,712 nos. in
March 2010, a growth of 39% over March 2009. Cumulative sales for the fiscal
(April 2009 – March 2010) are 872,951 higher by 19% compared to the
corresponding period in 2008-09.

Sales of all commercial vehicles were 47,936 nos. in March 2010, a growth of
53%. Cumulative sales for the fiscal are 413,057 nos., a growth of 37%. Sales of
all passenger vehicles were 53,776 nos. in March 2010, a growth of 28%.
Cumulative sales for the fiscal are 459,894 nos., a growth of 6%. Tata passenger
vehicle sales, including those distributed, were 30,238 nos. for the month, a growth
of 18%. Cumulative sales for the fiscal are 265,912 nos., a growth of 24%.

Jaguar Land Rover global sales in March 2010 were 23,538 vehicles, higher by
43%. Jaguar sales for the month were 4,642, higher by 8%, while Land Rover sales
were 18,896, higher by 55%. Cumulative sales of Jaguar Land Rover for the fiscal
are 193,982 nos., lower by 11%. Cumulative sales of Jaguar are 47,418 nos., lower
by 24%, while cumulative sales of Land Rover are 146,564 nos., lower by 6%.
SWOT analysis of the Organization

STRENGTH:

 Strong Presence in the Marketplace:-Tata Motors is the only company in

India with a broad based presence across the industry, in all segments of the
commercial vehicles market – heavy and medium commercial vehicles, light
commercial vehicles, pick-ups, sub one-tonne mini-trucks - and key
segments - compact, midsize car and utility vehicle segments - of the
passenger vehicles market.
 Unique Understanding of Customer Need: - With 50 years’ presence in the
automotive business, Tata Motors understands customer needs and develops
products that meet their Needs. To consider a few examples, as early as
1980s, the company launched Light Commercial Vehicles, amidst Japanese
competition, in which it today strongly leads. In the 1990s, Anticipating the
need for an affordable family car, it launched the now famous Tata Indica,
which occupies a leading position among compact cars.
 Skill Base Developed over the Last 40 Years:-Tata Motors is also very well-
placed on technology capability. The company had set up its Engineering
Research Centre as early as 1966.With 1400 scientists and engineers and
state-of-the-art development, testing and validation facilities, it is this
technology capability which has, allowed Tata Motors, over the decades, to
offer indigenously developed products. This strength has been accentuated,
with the inclusion of TMETC, TDCV and Hispano Carrocera in the R&D
network, besides several other specialist external agencies. The company no
longer needs to develop every necessity itself. Today it just has to manage
the process of product creation, drawing upon already available R&D and
skills from different sources.
 People Strength: - The Company’s key strength is its people. The over
22,000 employees comprise a very broad talent base, with the required skills
in every aspect of the industry. With increasing international initiatives by
the company, this talent base is now getting enriched with the necessary
competencies to respond to meet world-class standards of quality and cost.
The company will achieve this by developing and marketing relevant
products, on its existing platforms and new ones, which delight consumers in
every market they are introduced in.
 Tata Motors’ linkages in Europe through Subsidiary Companies: - In
October 2005, Tata Technologies Ltd, a 100 per cent subsidiary of Tata
Motors, acquired a 94.3 per cent stake in INCAT International Limited.
INCAT is a supplier of engineering & design, product lifecycle management
and product-centric IT services to the automotive, aerospace and durable
goods industries.
 Tata Motors R&D in Europe: - Deepening its engagement with the European
R&D space, in September 2005, Tata Motors set up the Tata Motors
European Technical Centre, a 100 per cent subsidiary, in the UK. It is
engaged in design engineering and development of products for the
automotive industry. Working synergistically, TMETC provides the
company with design engineering support and development services,
complementing and strengthening the company’s skill sets and providing
European standards of delivery to the company’s passenger vehicles.
 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.'
WEAKNESS:

 The current financial situation of its recently acquired firms like “Corus” and
“Land Rover-Jaguar” is very big headache for the company and it should be
back to the track in the near future.
 The high ratio of debt equity ratio is also weakness of the company.
 The small car segment is still not good for the company due to “maruti-
suzuki” so, it need to tap this section also.
 The CV segment is becoming highly competitive by new player like
Volvo,and rival M &M are coming with new products to cater the TATA in
the market as the rural area has given thumps up to M&M during this year.
 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?

OPPORTUNITIES:

 India’s huge geographic spread-This is one aspect where the company is

looking for and its diversified range of cars suits very much this area of car
or say auto industry in country.
 Easier finance schemes- The current fiscal stimulus and easy loan will surely
guide the company to post good sales as the current trend shows the cars
sales has been boosted by easy loan norms in the country.
 Replacement of aging four wheelers-One of very important reason where the
car industry and commercial vehicle can take advantage in coming days.
 Increasing Road Development, Golden Quadrilateral-as we all know the
infrastructure will surely boost the auto industry as it is directly related to the
this industry and the government policy in spending the money ion
infrastructure will create good demand.
 Increasing dispensable income of rural agri sector-Somehow this year the
rural demand was very enthusiastic than the urban market which drive the
auto industry so, the development of rural infrastructure and condition will
create handsome demand from the rural area.
 Higher GDP growth-With standing tall during the slowdown our economy
has shown the industry that demands will gain momentum in near future
very soon.
 Increasing disposable income with the service sector-As the consumers have
money in their hand definitely there will be demand from their side so, this
is also very good opportunity for this sector.
 Graduating from two wheeler to four wheeler-The dream of “NANO” will
boost demand for four wheeler in the auto industry.
THREAT:

 Indian is lacking in proper infrastructure this is slowing the pace of growth

of auto industry
 Global crisis- this really hurts the Indian growing industry and not only the
auto but tyre industry went for toss.
 High competition from foreign players-As the giants like GM, Audi, MERC
etc are trying to capture the high segment market it is one of the very
effective threat to the company.
 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 globalizes 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 Mahindra and Mahindra, 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.
 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.
Porter's five forces analysis

Porter's five forces analysis is a framework for the industry analysis and business
strategy .It uses concepts developed in Industrial Organization economics to derive
five forces, which determine the competitive intensity and therefore attractiveness
of a market.

The Five Forces:

1. The threat of substitute products-As we know the Indian customers choices
range from mileage, pick-up, 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.
2. 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.
3. 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.
4. 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.
5. The bargaining power of suppliers- 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.
 Chapter 2: Objective & Methodology

MANAGERIAL USEFULLNESS

The marketing department can use this study to enhance their marketing
strategies for better sales. This report helps the marketing department in taking
decisions to what change in distribution channels and what should be done so
that marketing problem could be sorted out and how to sell their range of
product in the competitive market.

The very essence of every project related to marketing is providing a view to

management for chalk out the organization, so that they can maintain a viable fit
between the organizational objectives, skills and resources and its changing
market opportunities. Also give a proper shape to company's target profit and
growth. It provides feedback to the organization about their sales, sales schemes
and what impact does it has on the dealers and consumers. Every market
research provides useful suggestions to the organization. Marketing research
helps the firm in every component of the total marketing task. It helps the firm
acquire a better understanding of the buyer, the competition and the marketing
environment. It also aids the formulation of the marketing mix, Product,
Distribution and pricing needs. It also helps in taking the information of
competitor's strategies and their impact on the buyer. the study reveals the fact
that may have come up during the project and these facts can either be used a
opportunities in exploring and expanding the business as well as can be used as
safeguard against threats by competitors to prepare an effective marketing
strategy. Every market research proves useful to the organization. Marketing
research helps the firm in every component of total marketing task.
OBJECTIVES

 To understand the market potentiality for TATA cars.

 To determine the acceptable price of the product.
 To determine the requirements and needs of the potential customers.
 To know what people perceive and thinking about Tata cars and its products.
 To analyze the brand repositioning strategies of Tata cars.
 To study consumer awareness and perception about the brand repositioning
strategies of Tata cars.
 To find out the satisfaction level of people.
 To find out the awareness level of customer.
LIMITATIONS
 The study is confined to Gaya area only.
 There is possibility of sampling errors in the study.
 The responses of the consumers may not be genuine.
 The questions included in the questionnaire may not be comprehensive.
 Continuous and reliable information was not available.
 Some of the information was confidential so much information was not
revealed.
 The time span of the survey was short and hence only major aspects were
considered.
 Availability of the respondents amidst their busy schedule did not permit
detailed study.
 This study will be limited to only some areas of Gaya.
 Lack of professional approach since researcher is a student.
 The sample size is only 100 so the sample may not be truly representative of
the Gaya population.
SCOPE OF THE STUDY

These are some of the scope of the study:

1. From the research analysis we can find that, what’s a person first look in a
dream car.
2. The study can be used to know the perception of consumer about Tata
Motors.
3. The present study can be extended to access the present marketing condition
of Indian automobile sector.
4. The study can be used to design a proper product, price, place and
promotional strategy for the market.
5. From the present study we can know the market share of different products
and accordingly formulated strategy to enhance it.

This study can be applied to find out an effective distribution channel to enhance
the sale of various products of Tata motors
RESEARCH METHODOLOGY

The purpose of methodology is to describe the process involved in research work.

This includes the overall research design, data collection method, the field survey
and the analysis of data.
SOURCE OF DATA COLLECTION:
PRIMARY:
For my survey primary data have been used as a questionnaire to collect the data.
SECONDARY:
The secondary data has been collected from the following modes:
 Magazines
 Books
 Newspaper
 Data through internet sources

RESEARCH DESIGN:
Research Design is the arrangement for conditioned for data collection & analysis
of data in a manner that aims to combined relevance to research purpose with
economy in procedure.

A research design is a master plan or model for the conduct of formal

investigation. It is blue print that is followed in completing study.

The research conducted by me is a descriptive research. This is descriptive in

nature because study is focused on fact investigation in a well-structured from and
is based on primary data.
RESEARCH PLAN
For completing my study I have gone for sample study because looking at the size
of population & the time limitation it was not convenient for me to cover entire
population. Hence, I have gone for sample study rather than census study.
SAMPLING PLAN:
A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure that researcher would adopt in selecting
items to be inched in the sample i.e. the size of sample. Sampling plan is
determined before data are collected.
STEPS IN SAMPLING PLAN:
SAMPLING FRAME:
The list of sampling units from which sample is taken is called sampling frame.
Gaya City map was studied thoroughly and samples were selected from the place
in a scattered manner to get effective result.
SAMPLING SIZE:
Total sample size is 150. (For consumer perception about TATA MOTORS) and
Total sample size is 50. (For consumer perception about exclusive showroom
Pareena motors ltd)
SAMPLING PROCEDURE:
The selection of respondents were accordingly to be in a right place at a right time
and so the sampling were quite easy to measure, evaluate and co-operative. It was
a randomly area sampling method that attempts to obtain the sample of convenient.
ANALYSIS:
The important factors and data’s collected were sequentially analyzed and graphed.
FIELD WORK:
I have collected the data through medium called questionnaire collecting the
responses from 100 (50 for showroom) people in all. I had done my field work in
the following area.
CIVIL TOWNSHIP,CANT AREA. KOIRIBARI, RAMSAGER TANK ROAD,
NEAR GAYA COLLEGE.
I started my project very first educating the respondents about my entire project,
and ask them to co–operate with me. Mostly all the respondent were aware of this
type of surveys. So I didn’t face any type of difficulty during my project in the
process of explaining and taking their responses on the questionnaire.
 CHAPTER 3 CONCEPTUAL DISCUSSION

MARKETING

What is marketing?

There are many different definitions of marketing. Consider some of the following
alternative definitions:

“The all-embracing function that links the business with customer needs and
wants in order to get the right product to the right place at the right time”

“The achievement of corporate goals through meeting and exceeding

customer needs better than the competition”

“The management process that identifies, anticipates and supplies customer

requirements efficiently and profitably”

“Marketing may be defined as a set of human activities directed at

facilitating and consummating exchanges”

Which definition is right? In short, they all are. They all try to embody the essence
of marketing:

• Marketing is about meeting the needs and wants of customers;

• Marketing is a business-wide function – it is not something that operates alone
from other business activities;
• Marketing is about understanding customers and finding ways to provide
products or services which customers demand.
To help put things into context, you may find it helpful to often refer to the
following diagram which summarises the key elements of marketing and their
relationships:

Figure 1.2
Marketing Concept and Orientation

It is a fundamental idea of marketing that organisations survive and prosper

through meeting the needs and wants of customers. This important perspective is
commonly known as the marketing concept.

The marketing concept is about matching a company's capabilities with customer

wants. This matching process takes place in what is called the marketing
environment.

Businesses do not undertake marketing activities alone. They face threats from
competitors, and changes in the political, economic, social and technological
environment. All these factors have to be taken into account as a business tries to
match its capabilities with the needs and wants of its target customers.

An organisation that adopts the marketing concept accepts the needs of potential
customers as the basis for its operations. Success is dependent on satisfying
customer needs.

What are customer needs and wants?

A need is a basic requirement that an individual wishes to satisfy.

People have basic needs for food, shelter, affection, esteem and self-development.
Many of these needs are created from human biology and the nature of social
relationships. Customer needs are, therefore, very broad. Whilst customer needs
are broad, customer wants are usually quite narrow. A want is a desire for a
specific product or service to satisfy the underlying need.
Consider this example:

Consumers need to eat when they are hungry.

What they want to eat and in what kind of environment will vary enormously. For
some, eating at McDonalds satisfies the need to meet hunger. For others a
microwaved ready-meal meets the need. Some consumers are never satisfied
unless their food comes served with a bottle of fine Chardonnay.

Consumer wants are shaped by social and cultural forces, the media and marketing
activities of businesses. This leads onto another important concept - that of
customer demands. Consumer demand is a want for a specific product supported
by an ability and willingness to pay for it.

For example, many consumers around the globe want a Mercedes. But relatively
few are able and willing to buy one.

Businesses therefore have not only to make products that consumers want, but they
also have to make them affordable to a sufficient number to create profitable
demand. Businesses do not create customer needs or the social status in which
customer needs are influenced. It is not McDonalds that make people hungry.
However, businesses do try to influence demand by designing products and
services that are

• Attractive
• Work well
• Are affordable
• Are available
Businesses also try to communicate the relevant features of their products through
advertising and other marketing promotion.

MARKETING MIX

The marketing mix is generally accepted as the use and specification of the four Ps
describing the strategic position of a product in the marketplace. One version of the
origins of the marketing mix starts in 1948 when James Culliton said that a
marketing decision should be a result of something similar to a recipe. This version
continued in 1953 when Neil Borden, in his American Marketing Association
presidential address, took the recipe idea one step further and coined the term
'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P
classification in 1960, which would see wide popularity. The four Ps concepts are
explained in most marketing textbooks and classes.

DEFINITION
Although some marketers[who?] have added other Ps, such as personnel and
packaging, the fundamentals of marketing typically identifies the four Ps of the
marketing mix as referring to:
Product -An object or a service that is mass produced or manufactured on a large
scale with a specific volume of units. A typical example of a mass produced
service is the hotel industry. A less obvious but ubiquitous mass produced service
is a computer operating system. Typical examples of a mass produced objects are
the motor car and the disposable razor.
Price – The price is the amount a customer pays for the product. It is determined by
a number of factors including market share, competition, material costs, product
identity and the customer's perceived value of the product. The business may
increase or decrease the price of product if other stores have the same product.
Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.
Promotion – Promotion represents all of the communications that a marketer may
use in the marketplace. Promotion has four distinct elements - advertising, public
relations, word of mouth and point of sale. A certain amount of crossover occurs
when promotion uses the four principal elements together, which is common in
film promotion. Advertising covers any communication that is paid for, from
television and cinema commercials, radio and Internet adverts through print media
and billboards. One of the most notable means of promotion today is the
Promotional Product, as in useful items distributed to targeted audiences with no
obligation attached. This category has grown each year for the past decade while
most other forms have suffered. It is the only form of advertising that targets all
five senses and has the recipient thanking the giver. Public relations are where the
communication is not directly paid for and includes press releases, sponsorship
deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth
is any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word of
mouth momentum. Sales staff often plays an important role in word of mouth and
Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary responsibility of
marketing. By offering the product with the right combination of the four Ps
marketers can improve their results and marketing effectiveness. Making small
changes in the marketing mix is typically considered to be a tactical change.
Making large changes in any of the four Ps can be considered strategic. For
example, a large change in the price, say from $19.00 to $39.00 would be
considered a strategic change in the position of the product. However a change of
$131 to $130.99 would be considered a tactical change, potentially related to a
promotional offer.
CRITICISMS
Peter Doyle claims that the marketing mix approach leads to unprofitable decisions
because it is not grounded in financial objectives such as increasing shareholder
value. According to Doyle it has never been clear what criteria to use in
determining an optimum marketing mix. Objectives such as providing solutions for
customers at low cost have not generated adequate profit margins. Doyle claims
that developing marketing based objectives while ignoring profitability has
resulted in the dot-com crash and the Japanese economic collapse. He also claims
that pursuing a ROI approach while ignoring marketing objectives is just as
problematic. He argues that a net present value approach maximizing shareholder
value provides a "rational framework" for managing the marketing mix.
Some people claim the four Ps are too strongly oriented towards consumer markets
and do not offer an appropriate model for industrial product marketing. Others
claim it has too strong of a product market perspective and is not appropriate for
the marketing of services.
An expanded system based on Seven Ps stresses the importance of Place, Product,
Price, Promotion, People, Process, and Physical evidence
 DEFINING CONSUMER BEHAVIOR

How many times throughout the day do people make product decisions? If you
stop to think about it, many product decisions are made every day, some without
much thought. What should I wear? What should I eat? What am I going to do
today? Many product decisions are answered routinely every day and they help
move the economy of cities, countries and ultimately the world. Product decisions
also shape life for the consumer. How can simple decisions be so important? Why
do marketers spend millions of dollars to uncover the reasons behind these
decisions?

To define consumer behavior: it is the study of consumers and the processes they
use to choose, use (consume), and dispose of products and services. A more in
depth definition will also include how that process impacts the world. Consumer
behavior incorporates ideas from several sciences including psychology, biology,
chemistry and economics.

"All marketing decisions are based on assumptions and knowledge of consumer

behavior," (Hawkins and Mothersbaugh, 2007). Researching consumer behavior is
a complex process, but understanding consumer behavior is critical to marketers-
they can use it to:

 Provide value and customer satisfaction.

 Effectively target customers.
 Enhance the value of the company.
 Improve products and services.
 Create a competitive advantage
  Understand how customers view their products versus their competitors'
products.
 Expand the knowledge base in the field of marketing,
 Apply marketing strategies toward a positive affect on society (encourage
people to support charities, promote healthy habits, reduce drug use etc.)

MARKET RESEARCH
Market research is for discovering what people want, need, or believe. It can also
involve discovering how they act. Once that research is complete it can be used to
determine how to market your specific product. MR-Anywhere is a very good
platform for market research and analysis

For starting up a business there are a few things that are important:
Market information
Market information is making known the prices of the different commodities in the
market, the supply and the demand. Information about the markets can be obtained
in several different varieties and formats.
Examples of market information questions are:
Who are the customers?
Where are they located and how can they be contacted?
What quantity and quality do they want?
When is the best time to sell?
Market segmentation
Market segmentation is the division of the market or population into subgroups
with similar motivations. Widely used bases for segmenting include geographic
differences, personality differences, demographic differences, use of product
differences, and psychographic differences.
Market trends
The upward or downward movements of a market, during a period of time. The
market size is more difficult to estimate if you are starting with something
completely new. In this case, you will have to derive the figures from the number
of potential customers or customer segments. [Ilar 1998]

But besides information about the target market you also need information about
your competitor, your customers, products etc. A few techniques are:

Customer analysis
Choice Modelling
Competitor analysis
Risk analysis
Product research
Advertising research
 CHAPTER 4 DATA ANALYSIS

Perception about Tata’s showroom

Q.1 Knowledgeable salesperson (about product)

Strongly disagree Disagree

0%
0%
5%
18%

77%

Fig 4.1

INFERENCE:
 77% of the Respondents were strongly agree with knowledgeable
salesperson
 18% of the Respondents were agreeing at the same time.
 5% of the respondent were disagree with this questionnaire
Q.2 Employees spent enough time with you before sales and during sales

Disagree
Strongly disagree
Chart Title 4%
Neither agree
0%
nor disagree
5%

Agree
Strongly agree
36%
55%

fig. 4.2

INFERENCE:

 55% of the respondent were strongly agree and says that employ spend
enough time before sales.
 36% of respondent were agree with this questionnaire.
 5% of respondent were neither agree nor disagree.
 4% of respondent were disagree they said that employ not spend enough
time during sales or before sales.
Q.3 Availability of the product in showroom (Pareena motors)

Strongly disagree Disagree

Neither agree nor disagree Agree
Strongly agree
0% 0%
14%

50%

36%

Fig 4.3

INFERENCE:

 50% of the respondent were strongly agree and says that products are
available in showroom (Pareena motors ltd.).
 36% of respondent were agree with availability of product in showroom
(Pareena motors ltd.).
 14% of respondent were neither agree nor disagree.
Q.4 Attractive discounts offered

Neither agree
Chart Title nor disagree
Strongly Disagree 4%
disagree 0%
0%

Agree
Strongly agree 41%
55%

Fig 4.4

INFERENCE:

 55% of the respondents were strongly agreed with attractive discount

offered.
 41% of respondent were agree with discount offered.
 4% of respondent were neither agree nor disagree.
Q.5 offered a test drive
Strongly
disagree Chart Title Disagree
0% 9%

Neither agree
Strongly nor disagree
agree 18%
41%

Agree
32%

Fig 4.5

INFERENCE:

 41% of the respondents were strongly agreed with test drive offered.
 32% of respondent were agree with test drive offered.
 18% of respondent were neither agree nor disagree.
 9%of respondent said that they do not offer test drive.
Q.6 responds to complaints quickly

Strongly Strongly
agree Chart Title disagree
5% 0%
Disagree
18%
Agree
41%

Neither
agree nor
disagree
36%

Fig 4.6

INFERENCE:

 Only 5% of the respondents were strongly agreed with quickly respond to

complaints.
 41% of respondents were agreeing with quickly respond to complaints.
 36% of respondents were neither agree nor disagree with quickly respond to
complaints.
 18% of respondents were strongly disagreeing.
Q.7 All the commitments are fulfilled

Strongly Strongly Disagree

agree disagree 18%
9% 5%
Agree
23%

Neither
agree nor
disagree
45%

Fig 4.4

INFERENCE:

 Only 9% of the respondents were strongly agree with fulfilled of

commitments.
 23% of respondent were agree with fulfilled of commitment.
 45% of respondent were neither agree nor disagree.
 18%of respondent were disagree.
 5% of respondent were strongly disagree
Q.8 Employees spent enough time with you after sales service

Strongly Disagree
disagree 5%
0%

Strongly agree Neither agree

32% nor disagree
27%

Agree
36%

Fig 4.4

INFERENCE:

 32% of the respondent were strongly agree with good service provided by
pareena motors.
 36% of respondent were agree with good service provided by pareena
motors. .
 27% of respondent were neither agree nor disagree.
 5%of respondent are disagree with service provided by pareena motors.
 Consumer perception about Tata’s car

 The price of the TATA car is reasonable.

Strongly
Chart Title
Disagree
disagree 0%
0% Neither agree
nor disagree
Strongly agree 34%
34%

Agree
32%

 34% consumer strongly agree with the reasonable price of tata car
 32% consumer agree with the reasonable price of tata car
 34% consumer neither agree nor disagree with tata car price
 0% consumer disagree with the reasonable price of tata car
 Fuel mileage of the Tata car is good.

Strongly
disagree
Chart Title Disagree
0% 0% Neither agree
nor disagree
28%
Strongly agree
31%

Agree
41%

 31% consumer strongly agree with Fuel mileage of the Tata car is good
 41% consumer agree with Fuel mileage of the Tata car is good
 28% consumer neither agree nor disagree with Fuel mileage of the Tata car
is good
 0% consumer disagree with Fuel mileage of the Tata car is good
 Tata car is easy to maintain.

Chart Title Disagree

Strongly 1%
disagree Neither agree
0% nor disagree
30%
Strongly agree
34%

Agree
35%

 34% consumer strongly agree the Tata car is easy to maintain

 35% consumer agree the Tata car is easy to maintain
 30% consumer neither agree nor disagree the Tata car is easy to
maintain
 1% consumer disagree the Tata car is easy to maintain
 The seats are very comfortable.

Strongly Chart Title Disagree

disagree 0%
0%
Neither agree
nor disagree
Strongly agree 33%
29%

Agree
38%

 29% consumer strongly agree The seats of tata car are very
comfortable
 38% consumer agree The seats of tata car are very comfortable
 33% consumer neither agree nor disagree The seats of tata car are
very comfortable
 My friends and relatives drive the same car.

Disagree
Strongly Chart Title 1%
disagree
0%
Neither agree
nor disagree
Strongly agree 32%
33%

Agree
34%

 33% consumer strongly agree their friends and relatives drive the
same car
 34% consumer agree their friends and relatives drive the same car
 32% consumer neither agree nor disagree their friends and relatives
drive the same car
 1% consumer disagree their friends and relatives drive the same car
 Driving the TATA car compliments my life style.

Strongly Chart Title Disagree

disagree 0%
0%
Neither agree
Strongly agree nor disagree
29% 37%

Agree
34%

 29% consumer strongly agree with that Driving the TATA car
compliments my life style
 34% consumer agree with that Driving the TATA car compliments my
life style
 37% consumer neither agree nor disagree with that Driving the TATA
car compliments my life style
 0% consumer strongly disagree with that Driving the TATA car
compliments my life style
 I feel good whenever I see the ad for my Tata car on TV, Magazine and
Hoarding.

Strongly
disagree
Chart Title
Disagree
0% 0% Neither agree
nor disagree
32%
Strongly agree
33%

Agree
35%

 33% consumer strongly agree with that they feel good whenever they see
the ad for their Tata car on TV, Magazine and Hoarding
 35% consumer agree with that they feel good whenever they see the ad for
their Tata car on TV, Magazine and Hoarding
 32% consumer neither agree nor disagree with that they feel good
whenever they see the ad for their Tata car on TV, Magazine and Hoarding
 0% consumer disagree with that they feel good whenever they see the ad
for their Tata car on TV, Magazine and Hoarding

 Air bag system in Tata cars gives the better safety.

Strongly Chart Title

disagree Disagree
0% 0% Neither agree
nor disagree
30%
Strongly agree
37%

Agree
33%

 37% strongly agree with Air bag system in Tata cars gives the better
safety
 33% agree with Air bag system in Tata cars gives the better safety
 30% neither agree nor disagree with Air bag system in Tata cars gives
the better safety
  0% disagree with Air bag system in Tata cars gives the better safety

 Quadra jet engine of Tata cars gives an extra edge over the other cars.

Strongly
disagree
Chart Title Disagree
0%
0% Neither agree
nor disagree
27%
Strongly agree
33%

Agree
40%

 33% consumer strongly agree with Quadra jet engine of Tata cars gives an
extra edge over the other cars
 40% consumer agree with Quadra jet engine of Tata cars gives an extra
edge over the other cars
 27% consumer neither agree nor disagree with Quadra jet engine of Tata
cars gives an extra edge over the other cars
 0% consumer disagree with Quadra jet engine of Tata cars gives an extra
edge over the other cars

 Tata car gives me comfortable rides

Strongly
disagree Chart Title Disagree
0%
1%
Neither agree
nor disagree
31%
Strongly agree
31%

Agree
37%

 31% consumer strongly agree with Tata car gives comfortable rides
 37% consumer agree with Tata car gives comfortable rides
 31% consumer neither agree nor disagree with Tata car gives
comfortable rides
 1% consumer disagree with Tata car gives comfortable rides
 Tata’s car price Range is affordable.

Strongly
Chart Title Disagree
disagree 0%
0% Neither agree
nor disagree
Strongly agree 35%
27%

Agree
38%

 27% consumer strongly agree with Tata’s car price Range is affordable
 38% consumer agree with Tata’s car price Range is affordable
 35% consumer neither agree nor disagree with Tata’s car price Range is
affordable
 0% consumer disagree with Tata’s car price Range is affordable
 Tata has wide range of models.

Strongly Chart Title Disagree

disagree
0% 0% Neither agree
nor disagree
24%
Strongly agree
34%

Agree
42%

 34% consumer strongly agree Tata has wide range of models

 42% consumer agree Tata has wide range of models
 24% consumer neither agree nor disagree Tata has wide range of
models
 0% consumer disagree Tata has wide range of models
 An interior accessory of TATA car is attractive.

Disagree
Strongly Chart Title 0%
disagree
0% Neither agree
nor disagree
32%
Strongly agree
31%

Agree
37%

 31% consumer strongly agree with An interior accessory of TATA car

is attractive
 37% consumer agree with An interior accessory of TATA car is
attractive
 32% consumer neither agree nor disagree with An interior accessory
of TATA car is attractive
  0% consumer disagree with An interior accessory of TATA car is
attractive

 Power steering in TATA car attracts the people to buy.

Strongly
Chart Title Disagree
disagree 1%
0%
Neither agree
nor disagree
Strongly agree 34%
32%

Agree
33%

 32% consumer strongly agree Power steering in TATA car attracts the
people to buy
 33% consumer agree Power steering in TATA car attracts the people
to buy
  34% consumer neither agree nor disagree Power steering in TATA car
attracts the people to buy
 1% consumer disagree Power steering in TATA car attracts the people
to buy

 Tata car is available in wide range of colors.

Strongly Chart Title Disagree

disagree
0% 1%
Neither agree
nor disagree
Strongly agree
33%
25%

Agree
41%

 25% consumer strongly agree with Tata car is available in wide range
of colors
 41% consumer agree with Tata car is available in wide range of colors
  33% consumer neither agree nor disagree with Tata car is available in
wide range of colors
 1% consumer disagree with Tata car is available in wide range of
colors

 Tata car long last.

Strongly
agree Chart Title Strongly
3% disagree
0%

Agree Disagree
33% 39%

Neither agree
nor disagree
25%
.

 3% consumer strongly agree with Tata car is long last

 33% consumer agree with Tata car is long last
  25% consumer neither agree nor disagree with Tata car is long last
 39% consumer disagree with Tata car is long last
 0% consumer strongly disagree with Tata car is long last

 Tata’s part are available everywhere.

Strongly agree
2%
Chart Title
Strongly
disagree
1%
Disagree
Agree 26%
35%

Neither agree
nor disagree
36%

 2% consumer strongly agree Tata’s part are available everywhere

 35% consumer agree Tata’s part are available everywhere
  36% consumer neither agree nor disagree Tata’s part are available
everywhere
 26% consumer disagree Tata’s part are available everywhere
 1% consumer strongly disagree Tata’s part are available everywhere

 Tata’s parts are available at very reasonable price.

Chart Title Strongly

Strongly agree
disagree
0%
0%

Agree Disagree
32% 29%

Neither agree
nor disagree
39%

 0% consumer strongly agree Tata’s car parts are available at very

reasonable price
 32% consumer agree Tata’s car parts are available at very reasonable price
 39% consumer neither agree nor disagree Tata’s car parts are available at
very reasonable price
 29% consumer disagree Tata’s car parts are available at very reasonable
price

 0% consumer strongly disagree Tata’s car parts are available at very

reasonable price

CHAPTER 5 - FINDINGS AND RECOMMENDATIONS

FINDINGS
 Tata Motors is number three in passenger car market after maruti-suzuki &
hyundai.
 Pareena motors LTD have well knowledgeable sales persona and the spend
enough time with customer.
 All model and colors of Tata’s car is available in showroom.
 Pareena motors ltd always offer test drive to every customer and discount
offer.
 But pareena motors LTD are not providing better service after sales.
 According to sample tata motors are providing better safety than other car’s
manufacture.
 Majority of sample think that price of Tata’s car parts are not available
everywhere, and it is costly than other car parts
 Fuel mileage of Tata car is good, but not better.
 Out of the samples, people are highly convinced that TATA MOTORS will
yield them better results

 Customers were educated by me, about fuel efficient cars by Tata Motors.

 Improving the marketing Strategies

 Making the decision to capture the rural market. by introducing tata nano is
giving better result.

 More test drives should be offered.

 Advertisement in mass media such as television, newspapers, and magazines

are best means to spread awareness about brand repositioning. And it is a
better medium to attract the customer.
 Recommendation

Though I am young enough and not that experienced but I have tried
my best to come out with suggestion which may be helpful for Pareena motors Pvt.
Ltd.

 Service (after sale) is not good, most of the customer are saying, so
company should improve the service facility. And company should fulfill the
commitments
 Pareena motors should takes less time as much as possible to fulfill the
commitments. to make a good picture in consumer ‘s mind.
 Price of part’s should be reasonable. And available every where.
  To increase its visibility so that different segments of the customer will
notice the products of Tata motors in varied ways.

ANNEXURE

Questionnaire:-

Name

Mobile Age

Location

Dear respondents,

I am a student of. S.A.V. Acharya Institute of Management Studies As a part of my

curriculum I am conducting a study on “consumer perception & future potential
for TATA ” It would be a great help if you please spare some of your time to fill
this questionnaire. The responses would be kept strictly confidential & use to data
analysis.

Rate the following on a scale of 1-5

1- Strongly disagree. 2- Disagree. 3- Neither agrees nor disagrees. 4- Agree 5-

Strongly agree

1. The price of the Tata car is reasonable.

1 2 3 4 5

2. Fuel mileage of the Tata car is good.

1 2 3 4 5

3. Tata car is easy to maintain.

1 2 3 4 5

4. Tata car’s seats are very comfortable.

1 2 3 4 5

5. My family member feels safe when I drive TATA car.

1 2 3 4 5

6. My friends and relatives drive the same car.

1 2 3 4 5

7. Driving the Tata car compliments my life style.

 1 2 3 4 5

8. I feel proud whenever I see the ad for my Tata car on TV, Magazine, and
Hoarding.

1 2 3 4 5

9. A new feature of Tata cars like ABS (antilock breaking system) motivates the
customer to buy.

1 2 3 4 5

10.Air bag system in Tata cars gives the better safety.

1 2 3 4 5

11.Quadra jet engine of Tata cars gives an extra edge over the other cars.

1 2 3 4 5

12.Tata car gives me comfortable rides.

1 2 3 4 5

13.Exterior of Tata car is attractive.

1 2 3 4 5

14.Tata has wide range of models.

1 2 3 4 5

15.An interior accessory of Tata car is attractive.

1 2 3 4 5
16.Power steering in Tata car attracts the people to buy.

1 2 3 4 5

17.Tata car is available in wide range of colors.

1 2 3 4 5

18.Tata car long last.

1 2 3 4 5

19.Tata’s parts are available everywhere.

1 2 3 4 5

20.Tata’s parts are available at very reasonable price.

Tata Motor`s exclusive showrooms

Name:- …………………………………………………………………………………………………………
Age ………………
Mobile no. ………………………………………………………..
Place …………………….

How do you rate Tata`s showrooms (Pareena motors) with respect to the
following?

Rate the following on a scale of 1-5

1- Strongly disagree. 2- Disagree. 3- Neither agree nor disagree. 4- Agree
5- Strongly agree

(1)Knowledgeable salesperson (about product)

1 2 3 4 5

(2)Employees spent enough time with you before sales and during sales .

1 2 3 4 5
(3) Availability of the product in showrooms

1 2 3 4 5

(4)Attractive discounts offered

1 2 3 4 5

(5) Offered a test drive

1 2 3 4 5

(6) Responds to complaints quickly

1 2 3 4 5

(7) All the commitments are fulfilled

 1 2 3 4 5

(8)Employees spent enough time with you after sales .(service)

1 2 3 4 5

BIBLIOGRAPHY

BOOKS
1) Marketing Management Philip Kotler & Kevin Lane
Keller

2) Research Methodology C.R. Kothari

3) Business Statistics Gupta & Gupta

4) Consumer Behavior L.G. Shiffman & L.L. Kanuk

INTERNET

• www.tata.com

• www.tatamotors.com
• http://en.wikipedia.org/wiki/Tata_motors

• http://en.wikipedia.org/wiki/Tata_group

• http://en.wikipedia.org/wiki/Indian_automobile_industry

• http://www.carwale.com/research/cars/tata
• http://www.tatamotors.com/our_world/press_releases.php?ID=458&actio
n=Pull
• http://www.tatamotors.com/our_world/press_releases.php?ID=500&actio
n=Pull
• www.scribd.com
• www.thehindubusinessline.com