SUMMER TRAINING REPORT

on
(SALES ENHANCEMENT TECHNIQUES OPTED BY TATA MOTORS)
( TATA MOTORS LIMITED )

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Submitted by
Student Name: ShobhitNagpal
Guide name: MS NAINA NARANG

BhagwanParshuram Institute of Technology

School of Business Administration
New Delhi -110089
Batch 2017 - 20
 Certificate

I, Mr. VipulYadav , Roll No. 24 certify that the Summer Training Report (Paper Code BBA
310) entitled “Sales Enhancement Techniques Opted by Tata Motors Limited” is done by
meand it is an authentic work carried out by me at TATA MOTORS LTD. The matter
embodied in this Report has not been submitted earlier for the award of any degree or
diploma to the best of my knowledge andbelief.

Signature of the Student

Date:

Certified that the Summer Training Report (Paper Code BBA 310) entitled “Sales
Enhancement Techniques Opted bu Tata Motors ” done by Mr. VipulYadav, Roll
No.23, is completed under my guidance.

Signature of the Guide

Date:
Name of the Guide:
Designation:

Countersigned

Director/Project Coordinator
 Annexure-3

FORMAT FOR CONTENTS & LIST OF TABLES/FIGURES/ SYMBOLS

CONTENTS

S No Topic Page No
1 Certificate (s) -
2 Acknowledgements -
3 Chapter-1: Profile of the company -

4 Chpater-2: SWOT Analysis of the company -

5 Chapter3-: Data analysis and interpretation -

6 Chapter:4- Summary and conclusion -

7 References
8 Appendices
 CHAPTER- 1
INTRODUCTION
TATA MOTORS LIMITED

Tata Motors Limited is a leading global automobile manufacturer of cars, utility vehicles, buses, trucks and
defence vehicles. As India's largest automobile company and part of the USD 100 billion Tata group, Tata
Motors has operations in the UK, South Korea, Thailand, South Africa, and Indonesia through a strong
global network of 76 subsidiary and associate companies, including Jaguar Land Rover in the UK and Tata
Daewoo in South Korea. In India, Tata Motors is a market leader in commercial vehicles and among the top
passenger vehicles manufacturers with 9 million vehicles on Indian roads. With design and R&D centres
located in India, the UK, Italy and Korea, Tata Motors strives to pioneer new products that fire the
imagination of GenNext customers. Abroad, Tata cars, buses, and trucks are being marketed in Europe,
Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS and Russia.

Tata Motors Limited, formerly Tata Engineering and Locomotive Company(TELCO), is an Indian
multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India. It is a part of
Tata Group, an Indian conglomerate. Its products include passenger cars, trucks, vans, coaches, buses, sports
cars, construction equipment and military vehicles.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand,
Dharwad, and Pune in India, as well as in Argentina, South Africa, Great Britain, and Thailand. It has research
and development centres in Pune, Jamshedpur, Lucknow, and Dharwad, India and in South Korea, Great
Britain, and Spain. Tata Motors' principal subsidiaries purchased the English premium car maker Jaguar Land
Rover (the maker of Jaguar and Land Rover cars) and the South Korean commercial vehicle manufacturer Tata
Daewoo. Tata Motors has a bus-manufacturing joint venture with Marcopolo S.A. (Tata Marcopolo), a
construction-equipment manufacturing joint venture with Hitachi (Tata Hitachi Construction Machinery), and a
joint venture with Fiat Chrysler which manufactures automotive components and Fiat Chrysler and Tata
branded vehicles.

Founded in 1945 as a manufacturer of locomotives, the company manufactured its first commercial vehicle in
1954 in a collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors entered the passenger
vehicle market in 1988 with the launch of the TataMobile followed by the Tata Sierra in 1991, becoming the
first Indian manufacturer to achieve the capability of developing a competitive indigenous automobile. In 1998,
Tata launched the first fully indigenous Indian passenger car, the Indica, and in 2008 launched the Tata Nano,
the world's cheapest car. Tata Motors acquired the South Korean truck manufacturer Daewoo Commercial
Vehicles Company in 2004 and purchased Jaguar Land Rover from Ford in 2008.

Tata Motors is listed on the (BSE) Bombay Stock Exchange, where it is a constituent of the BSE SENSEX
index, the National Stock Exchange of India, and the New York Stock Exchange. The company is ranked 265th
on the Fortune Global 500 list of the world's biggest corporations as of 2019.

On 17 January 2017, NatarajanChandrasekaran was appointed chairman of the company Tata Group. Tata
Motors increases its UVmarket share to over 8% in FY2019
 SUBSIDIARIES
India's largest & the world's 5th largest automobile company.
Tata Motors' principal subsidiaries include:

 Tata Motors Cars — produces passenger cars under the Tata Motors marque
 Jaguar Land Rover — British company making Jaguar and Land Rover vehicles
 Fiat-Tata — former joint venture with Fiat which manufactured Fiat and Tata branded vehicles, and
automotive components.
 Tata Daewoo
 Tata Hispano — coach builder
 Tata Hitachi Construction Machinery
 Tata Marcopolo

Competitors
 Maruti Suzuki
 Eicher motors
 Ford motors
 General motors

MISSION AND VISION

Mission
To innovate mobility solutions with passion to enhance quality of life.

Vision

As a high performance organisation, by FY 2019:

 The preferred choice for customers in delivering excellence, efficiency and value in design and
engineering solutions
 Achieving sustainable financial performance
 Delivering exciting innovations

Values

 Integrity
 Teamwork
 Accountability
 Customer focus
 Excellence
 Speed

PRODUCT

Commercial vehicles
  Tata Ace
o Tata Ace Zip
 Tata Super Ace
 Tata TL/Telcoline/207 pick-up truck
 Tata 407 Ex and Ex2
 Tata 709 Ex
 Tata 807 (Steel cabin chassis, cowl chassis, medium bus chassis, steel cabin + steel body chassis)
 Tata 809 Ex and Ex2
 Tata 909 Ex and Ex2
 Tata 1210 SE and SFC (Semi Forward)
 Tata 1210 LP (Long Plate)
 Tata 1109 (Intermediate truck/ LCV bus)
 Tata 1512c (medium bus chassis)
 Tata 1515c/1615 (medium bus chassis)
 Tata 1612c/1616c/1618c (heavy bus chassis)
 Tata 1618c (semilow-floor bus chassis)
 Tata 1623 (rear-engined low-floor bus chassis)
 Tata 1518C (Medium truck) 10 ton
 Tata 1613/1615c (medium truck)
 Tata 1616/1618c (heavy duty truck)
 Tata 2515c/2516c,2518c (heavy duty 10 wheeler truck

Military vehicles
Vehicle Factory Jabalpur (VFJ)'s LPTA 715 4X4 Truck for the Indian Army

 Tata LSV (Light Specialist Vehicle)

 Tata Mine Protected Vehicle (4×4)
 Tata 2 Stretcher Ambulance
 Tata 407 Troop Carrier
 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 TC (4x2)
 Tata LPTA 5252 TC (12x12)
 Tata Sumo 4x4
 Tata Xenon
 Tata 207

Notable vehicles

Tata Nano
Tata Nano is often cited as the world's most affordable car

The Nano was launched in 2009 as a city car intended to appeal as an affordable alternative to the section of the
Indian populace that is primarily the owner of motorcycles and has not bought their first car. Initially priced at
₹100,000 (US$1,500), the vehicle attracted a lot of attention for its relatively low price.
 Tata Ace

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

Tata Harrier

Tata Harrier is a 5-seater SUV set to rival the Hyundai Creta and Jeep Compass. It is derived from the H5X
Concept displayed at the 2018 Auto Expo. It was launched on 23 January 2019.

Market share and Position

Sales

MARUTI
HYUNDAI
TATA
MAHINDRA
RENAULT
FORD
TOYOTA
HONDA
NISSAN

The following chart shows the market shares of different automobiles companies in India.

Tata Motors has 7% market share in India and is the fourth largest car manufacturing company in India after
Mahindra & Mahindra.

SOURCE OD DATA COLLECTION

 Wikipedia
 Economic Times Report
 Visited site of Indiatimes.com
 CHAPTER-2
REVIEW AND SWOT ANALYSIS

 STRENGTHS AND WEAKNESSE

Strengths in the SWOT analysis of Tata motors

 The internationalization strategy so far has been to keep local managers in new acquisitions,
and to only transplant a couple of senior managers from India into the new market. The
benefit is that Tata has been able to exchange expertise. For example after the Daewoo
acquisition the Indian company leaned work discipline and how to get the final product ‘right
first time.’
 The company has a strategy in place for the next stage of its expansion. Not only is it focusing
upon new products and acquisitions, but it also has a programme of intensive management
development in place in order to establish its leaders for tomorrow.
 The company has had a successful alliance with Italian mass producer Fiat since 2006. This
has enhanced the product portfolio for Tata and Fiat in terms of production and knowledge
exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the companies
have an agreement to build a pick-up targeted at Central and South America.

Weaknesses in the SWOT analysis of TATA Motors

 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; Tata has not got a foothold in the luxury car
segment in its domestic, Indian market. Is the brand associated with commercial vehicles and
low-cost passenger cars to the extent that it has isolated itself from lucrative segments in a more
aspiring India?
 One weakness which is often not recognized is that in English the word ‘tat’ means rubbish.
Would the brand sensitive British consumer ever buy into such a brand? Maybe not, but they
would buy into Fiat, Jaguar and Land Rover.

 OPPORTUNITIES AND THREATS

Opportunities in the SWOT analysis of TATA Motors

 In the summer of 2008 Tata Motor’s announced that it had successfully purchased the Land
Rover and Jaguar brands from Ford Motors for UK £2.3 million. Two of the World’s luxury car
brand have been added to its portfolio of brands, and will undoubtedly off the company the
chance to market vehicles in the luxury segments.
 Tata Motors Limited acquired Daewoo Motor’s Commercial vehicle business in 2004 for around
USD $16 million.
 4. The new global track platform is about to be launched from its Korean (previously Daewoo) plant. Again, at a
time when the World is looking for environmentally friendly transport alternatives, is now the right time to
move into this segment? The answer to this question (and the one above) is that new and emerging industrial
nations such as India, South Korea and China will have a thirst for low-cost passenger and commercial vehicles.
These are the opportunities. However the company has put in place a very proactive Corporate Social
Responsibility (CSR) committee to address potential strategies that will make is operations more sustainable.
5. The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly engines. The bus has
optional organic clutch with booster assist and better air intakes that will reduce fuel consumption by up to
10%.

Threats in the SWOT analysis of TATA Motors

 Other competing car manufacturers have been in the passenger car business for 40, 50 or more years.
Therefore Tata Motors Limited has to catch up in terms of quality and lean production.
 Sustainability and environmentalism could mean extra costs for this low-cost producer. This could
impact its underpinning competitive advantage. Obviously, as Tata globalises and buys into other
brands this problem could be alleviated.
 Since the company has focused upon the commercial and small vehicle segments, it has left itself open
to competition from overseas companies for the emerging Indian luxury segments. For example ICICI
bank and DaimlerChrysler have invested in a new Pune-based plant which will build 5000 new
Mercedes-Benz per annum. Other players developing luxury cars targeted at the Indian market include
Ford, Honda and Toyota. In fact the entire Indian market has become a target for other global
competitors including Maruti Udyog, General Motors, Ford and others.
 Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts.
The price of steel and aluminum is increasing putting pressure on the costs of production.

Best practises of Tata Motors in different functional areas

Significant accounting policies

Use of estimates and judgments

The preparation of financial statements in conformity with Ind AS requires management to make judgments,
estimates and assumptions, that affect the application of accounting policies and the reported amounts of assets,
liabilities and disclosures of contingent assets and liabilities at the date of these financial statements and the
reported amounts of revenues and expenses for the years presented.

Revenue recognition
The Company generates revenue principally from- i) Sale of products- commercial and passenger vehicles and
spare parts The Company recognizes revenues on the sale of products, net of discounts, sales incentives,
customer bonuses and rebates granted, when products are delivered to dealers or when delivered to a carrier for
export sales, which is when control including risks and rewards and title of ownership pass to the customer.

Cost recognition
Costs and expenses are recognized when incurred and are classified according to their nature. Expenditure
capitalized represents employee costs, stores and other manufacturing supplies, and other expenses incurred for
construction including product development undertaken by the Company.
Strengthening the talent pipeline

A high-quality talent pipeline enables the organisation to bring operational excellence across the board.TML
partners with premier technology institutions to develop technical talent at multiple levels in the organisation.
‘T-talk’ is an initiative in which TML employees interact with the student community about the industry and
areas of learning. TML’s employer brand-building programme, titled Mind Rover, engages with students
through a case study competition that invites solutions to challenging real-world problems that the Company
currently faces or has faced in the past

Accelerating changes with engagement

At Tata Motors, we constantly engage our employees on a multitude of programmes for improving their
work efficiency and build on their collective skills and intelligence.

Upskilling to drive product leadership

TML built capacities across management tiers through different modules as well as learning academies that
offer training programmes on knowledge and capability enhancement, management development and
fundamental skills development.

Providing a safe work environment

For TML, workforce safety is of top priority and the Company undertakes multiple initiatives across
different levels of the organisation to implement a culture of wellbeing.

Initiatives such as safety drills and trainings, contractor safety management prior to awarding contracts,
audits and rewards and recognitions on safety ensure better work efficiency, increased value and better
service delivery to clients.

Variations and Deviation in practices followed by the company

The lessons and the concepts taught in classrooms were theoretical and defined but in real scenario when
implementation had to be done then there were consequences associated with the decisions one takes and
has to be fully responsible for that. Marketing requires lots of information and data , specially in sales when a
person has to approach a customer and convince him to buy the product, it really requires a depth knowledge
and analysis of the product as well as the alternatives present into the market.

In classes we use to learn that how a particular task should be done but when a person is working into the
company then he has to consider all the factors associated. Therefore, there is a difference into the practices
in the real world scenario.
 CHAPTER-3
Data Presentation & Analysis

Tata Motors has released the sales numbers for October 2019, during which the company's total sales
stood at 41,354 units, including both domestic and export markets, registering a decline of 33.5 per cent.
In comparison, the company's cumulative sales for October 2018 stood at 62,264 vehicles. Domestic sales
were equally disastrous with the company selling only 39,152 units, as compared to the 57,710 vehicles
sold in October 2018, registering a de-growth of 32 per cent. This is surprising considering October this
year was the Diwali month, unlike last year when it fell in November, during which the company's total
sales stood at 50,470 units.

TATA MOTORS FLASH FIGURES

SALES
DOMESTIC EXPORTS TOTAL

CATEGORY 2019-20 2018-19 2017-18 2019-20 2018-19 2017-18 2019-20 2018-19 2017-18
M& HCV 60,343 97,545 63,152 6508 14,880 8,777 66,851 112,425 71,929
LCV 103,147 134,942 98,236 8961 12,032 10,598 112,108 146,974 108,834
UTILITY 30613 36,720 14,593 501 641 269 31,114 37,361 14,862
CARS 32,230 70,145 66,824 273 244 557 32,503 70,389 67,381
226,333 339,352 242,805 16,243 27,797 20,201 242,576 367,149 263,006
TOTAL
400,000
350,000
300,000
250,000 DOMESTIC
200,000 EXPORTS
150,000 TOTAL
100,000
50,000
0
2019-20 2018-19 2017-18

PASSENGER VEHICLE SEGMENT

MAHINDRA & MAHINDRA

TATA MOTORS
HYUNDAI MOTOS
MARUTI SUZUKI